Weekly Roundup #35

Hi and welcome back to our weekly roundup. This time we bring you Weekly Roundup #35! We’re so happy to have you with us and will show you the highlights of all things digital marketing of the past week. Feel free to share this roundup with your friends or colleagues. 

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Your ideal marketing channels 

Ever wondered which marketing channel works best for a specific industry and what things to consider when choosing for said marketing channel? Well, you’re in luck cause we have published an article on that very topic this week. Find out what limitations need to be considered when evaluating marketing channels and which one fits best for your business.

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Twitter launches premium features

Twitter Blue. That’s the name of the new premium feature of social media giant Twitter. It has been launched in Australia and Canada so far and costs $3.49 CAD (or $4.49 AUD respectively). What does it allow you to do? You now have up to 30 seconds after you published a tweet to “undo” the tweet. Other additional features include bookmarks and a reader mode, as well as colorful themes.

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How plagiarized content affects your SEO

We all know that stealing is bad. Most people were taught this back when they were kids. People quickly forget that this also applies to online content. When you plagiarize content, Google can detect this and ultimately penalize your website for it. Its crawlers will have difficulty indexing your content if it is duplicated. This can then result in being placed lower in the SERP (Search Engine Results Page).

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Location-based ads despite Apple’s privacy update

Since the end of lockdown measures in parts of the world, people have started going back outside. This once again increases the interest in location based mobile marketing. You might have heard of Apple’s iOS 14 update. The tech giant last month updated the software that runs the iPhone to ask customers for permission to share a device identifier used for online tracking with apps and websites. Find out how marketers intend to tackle this.

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What else is interesting: 

Virtual events to maintain popularity even after pandemic:

https://marketingtechnews.net/news/2021/jun/01/virtual-events-set-to-grow-in-popularity-post-pandemic/

TikTok privacy policy data may let it collect your biometric data:

https://mashable.com/article/tiktok-privacy-policy-biometric-data/?europe=true

Chicken Nugget sells for almost $100,000 on eBay:

https://www.theverge.com/tldr/2021/6/4/22504587/among-us-mcdonalds-chicken-nugget-ebay-auction-bts

Why it’s easier to move countries than switch social media:

https://www.wired.co.uk/article/social-media-competitive-compatibility

Tips and Tricks to Succeed at Conversion Rate Optimization

From SEO to social media, the end goal of all of your digital marketing strategies is to convert your audience into paying customers. But for every $92 that companies spend on customer acquisition, just $1 is spent on conversion rate optimization. With competition for consumer attention at an all-time high, making the most of the traffic you generate from your marketing channels is vital. In this post, we’re going to cover the basics of conversion rate optimization, why it matters, and how you can use it to generate more sales and leads for your business. 


What Is a Conversion Rate?

Conversion rate is the percentage of visitors who complete a desired action. A conversion could be an opt-in to your email list, a download of a lead magnet, or the purchase of a product or service. 

To calculate conversion rate, you need to divide the number of conversions generated by the number of visitors and multiply that number by 100 to work out the percentage. 

For example, let’s say that you use a paid search to drive 200 visitors to your product page. Of those 200 visitors, 7 people convert and buy the product.

(Conversions) 7 ÷ 200 (Visits) = 0.035

0.035 x 100 = 3.5% (Conversion Rate)

Calculating conversion rate is important because it shows you how well your web pages convert traffic into tangible business results like sales and leads. 


What Is Conversion Rate Optimization?

Conversion rate optimization (CRO) is the process of making incremental improvements to generate more conversions from the traffic you drive to your web pages. It can include significant changes to your offer and page design or minor tweaks to your copy, CTAs, and more. 

You’ve already worked hard to get people on to your site. By optimizing your web pages for conversions, you can get more value from your traffic and lower your customer acquisition costs.


 

What Factors to Consider When Working On CRO?

The CRO process should be a repeatable strategy that you implement across your website. Put yourself in your visitors’ shoes and take a close look at your site.

  • Are the graphics clean and on-brand?
  • Is it easy to navigate?
  • Are your CTAs clear and direct?
  • Is your page speed tolerable?

Create a checklist that you can use to analyze each page of your website. You can also use heat maps, analytics, and exit-intent surveys to identify problem areas and barriers to conversion. 


How Can I Get Started With Conversion Rate Optimization?


Identify What Could Be Optimized

The first step is to determine what you are trying to optimize. Do you want to get more lead magnet downloads, more sign-ups, or more sales?

You need to establish KPIs so improvements can be tracked and measured.

Start your CRO process with the pages that get the most traffic. These provide a big enough sample for testing and the most significant opportunity to impact your business. You can use tools like Google Analytics or Yandex to gain insight into your high traffic pages.

You should also prioritize your high-value landing pages. Improvements to these pages can make a significant impact on your sales goals and KPIs. 


Homepage

The homepage is usually the most visited page on your website and delivers a vital first impression to potential customers. It’s a great place to start with conversion rate optimization.

Your homepage needs to answer the following questions:

Headline: who are you?

Subheading: why should I care?

CTA: what should I do next?

You can use chatbots to improve the user experience and answer customer queries to break down barriers to conversion. It’s a cost-effective way to handle customer requests, with AI-powered chatbots able to answer 80% of basic questions.


Your Services/Product Page

Your service/product page is usually the last stop on the path to conversion. CRO here can involve tweaks to the design of your page, how you show your pricing, and how you communicate the benefits of your product or service.

  • Is your USP clear? 
  • Does your copy address the pain points of your target audience and highlight your solution?
  • Is it clear what users should do next?

If you provide a subscription service, you can differentiate between monthly and annual payment terms to cater to different buyers. There’s also an opportunity to increase the average order value by incorporating up-selling and cross-selling bundles. 


Landing Pages

The sole purpose of a landing page is to convert visitors. Your landing page should be laser-focused on getting users to take action.

You can increase your landing page conversion rate by:

  • Restricting site navigation
  • Focusing on a single offer
  • Removing social buttons
  • Adding social proof

The goal is to remove distractions and frictions that get in the way of a conversion. Take a data-driven approach to your CRO and utilize A/B testing for your landing pages. Minor changes can make a difference to your conversion rate. A HubSpot A/B test study showed that changing the color of a CTA button from green to red resulted in a 21% increase in conversions.  

You can also create unique landing pages for certain segments of your audience to maximize the relevance and value of your offer to different users.


Blog Posts/Content

Blog posts are often overlooked when it comes to CRO. But your content is often the reason why a user first visits your site. 

Generally, there are two conversion goals for blog content:

  • To get users to visit a sales/landing page
  • To get users to opt-in to your newsletter/email list

You can increase blog post conversion rates by including subtle CTAs. Once your content has educated the reader about a problem, highlight your product as a solution and link to your sales page. 

Another way to convert your blog traffic is to provide teaser content. You can use your blog to attract your target audience to your site and offer a more in-depth and actionable free lead magnet in exchange for a user’s email address.

You can use an exit-intent pop to promote your lead magnet or product or service to users that click away from your site. While pop-ups can be annoying, they can also be very effective for generating conversions if used sparingly.


Why Should My Business Implement CRO?

Without CRO, you’re blindly driving traffic to your website and hoping that you will get new leads and customers. Even with a super-effective content and PPC strategy, you’re leaving money on the table if you don’t optimize your website for conversions. 

CRO is about making the most of your traffic and turning website visitors into customers. You can find out more about the likes and dislikes of your customers and turn your website into a revenue engine.

The biggest challenge for marketers is getting a potential buyer to commit and become a paying customer. It’s much harder and more expensive to attract a new customer than to keep an existing customer. By successfully implementing CRO, you can maximize the ROI of your marketing spend and reduce your customer acquisition cost.


Conclusion

There are plenty of CRO tips and tricks, but what works for you will depend on your brand and your audience. The most critical CRO strategy is data-driven testing.

You need to find out what resonates with your customers and what drives conversions for your business. With each incremental improvement, you’ll see your conversion rate increase and your business performance improve. 

If your website needs a conversion rate boost, schedule a free consultation call with the marketing pros at Ogno.

Weekly Roundup #33

Hello there and welcome to our Weekly Roundup #33! Here we fill you in on all the most important happenings and interesting articles of the past week. Would you like our weekly roundup delivered directly to your inbox? Then make sure to subscribe below and we’ll get that setup for you. Now let’s get started with Weekly Roundup #33.


6 Social Media Marketing Mistakes to Avoid

With its over 3.8 billion users worldwide, social media is more than a passing trend that marketers can neglect. It has become a real force and is a necessity in every business’ online marketing channels. However, there is more to it than just posting a few nice images here and there. If you don’t have a real strategy, you won’t be able to reap the benefits of social media marketing. We address this and several other mistakes in our most recent article.

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Brands are videostreaming to connect with their customers

Retailers like Walmart have been contacting influencers on platforms such as TikTok for the past few months to connect with their user base. Livestream shopping is becoming an industry itself, with the industry expecting to reach $6 billion dollars in revenue this year. It is predicted to grow to over $25 billion by 2023. Businesses throughout the world have used livestreams in 2020 and are intending to do so in the future.

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Google previewed LaMDA – new voice conversational model

With voice search becoming ever more popular, Google has just previewed the new voice search tool that we have been looking for. A lot of current models offer simplistic answers, whereas LaMDA can engage in conversation. Since it is trained on dialogue and Google has put an emphasis on training it to produce sensible and specific responses, it can offer more helpful tips than other voice recognition tools currently available.

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Instagram releases “Remix” feature on Reels

It is estimated that 82% of internet traffic will be video content by 2022. By now it has become clear that Facebook wants to invest more in Instagrams video content capabilities. Instagram Reels allow brands to get in touch with their audience and put together short 15-30 second videos while tapping into current trends. The new “Remix” function allows users to have collaborative reels and display their videos side by side, further taking advantage of the Instagram algorithm.

Read more 


Other things to click on:

How to convince audiences that virtual events are still worthwhile:

https://marketingtechnews.net/news/2021/may/19/how-to-convince-audiences-that-virtual-events-are-still-worthwhile/

Brand Awareness Marketing resulted in 24% increase of sales for retailer ASOS:

https://www.marketingweek.com/asos-marketing-sales/

Dating Apps unique method of encouraging vaccinations:

https://www.theverge.com/2021/5/21/22447028/dating-apps-covid-19-vaccine-tinder-hinge-match-okcupid-blk-chispa-plenty-of-fish-bumble-badoo

LinkedIn reveals the sales mistakes that are killing deals stone dead

https://marketingtechnews.net/news/2021/may/20/linkedin-reveals-the-sales-mistakes-that-are-killing-deals-stone-dead

6 Social Media Marketing Mistakes to Avoid

There are over 3.8 billion social media users globally. Social media is no longer an optional marketing channel. It’s essential to increase your reach, build a community around your brand, and attract new customers. If you’re not already utilizing social media marketing, you’re losing out on leads and sales to competitors. 

But it isn’t as simple as posting a few times a week and blasting out some ads on Facebook. It’s easy to make mistakes that cost you engagement and customers. 

If you’re struggling to gain traction on social, you may be making one of the following 6 social media marketing mistakes.


Not Having a Strategy

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Like any marketing initiative, you should have an overarching strategy to guide your social media marketing efforts. Sporadically posting content here and there is not going to cut it. 

Your social media strategy should include:

  • Target platforms
  • Audience segments
  • Budget
  • Content types
  • Tone of voice
  • Posting schedule

Your strategy also needs to align with your business goals and vision. What do you want to achieve, and how will you measure performance

Many brands fall into the trap of vanity metrics when they don’t have a documented strategy. Success should be measured by the impact on your business performance, not just on the number of followers and fans.

By defining and tracking your key performance indicators (KPIs), you can gain actionable insights into your social media activities and how your content and posts contribute to conversions and sales. 


Targeting Everything and Everyone

Try to please everyone, and you’ll end up pleasing no one. 

If you make the mistake of not knowing who your target audience is, you’ll struggle to make an impact with organic and paid social. You need to use your buyer personas to identify audience segments and adjust your strategy to target those users.

One of the key benefits of social media marketing is the ability to target your audience precisely. You can maximize ROI by narrowing your focus onto the platforms and people most likely to be interested in your products and services. 

For example, Pinterest reaches 80% of US mothers that use the internet, while 71% of US adults aged 18 to 29 use Instagram. Choosing the right platforms is vital to the success of your social campaigns. 

You can also leverage free tools to dig into audience data and find insights to guide your organic and paid social strategy. Facebook Audience Insights can provide heaps of information to inform your PPC campaigns. You can go beyond demographic data and gain detailed insights into jobs, relationship status, interests, hobbies, and more. 


Using the Wrong Tone of Voice

While social media provides an excellent opportunity to promote your products and services, people primarily use social media platforms to communicate and share things with friends and family. Social media platforms are informal and personable by their nature.

If your tone of voice is bland and corporate, you’ll struggle to gain traction and forge connections with your audience on social media. When a user comments on your post or asks a question on your profile, address the user by name and avoid using a template response.

You should establish the tone of voice that aligns with the rest of your brand identity in your social media strategy. If you have a light-hearted upbeat brand image, dry responses aren’t going to appeal to your audience and align with the rest of your branding. 


The Use of Incorrect Hashtags

Hashtags can be an effective way to increase exposure and get your posts in front of new audiences. On Instagram, posts with at least one hashtag receive 12.5% more engagement than posts without hashtags. 

However, if you use a hashtag that doesn’t align with your brand values or misappropriate a trending political hashtag, your mistake will be amplified across social media. There are a bunch of “hashtag fails” involving brands engaging in tone-deaf marketing. Stick to relevant trending hashtags and use them sparingly. 

The most effective way to use hashtags is to create unique and memorable branded hashtags that communicate your USP. You can launch competitions and giveaways encouraging users to share user-generated content featuring your products under your branded hashtag. 


Negative Feedback

No matter how good your products and services are, you will always receive some negative feedback. On social media, any negative feedback is there for the world to see.

But you shouldn’t view negative feedback as a problem that needs to be hidden. It’s an opportunity to delight a customer and strengthen relationships. A huge 97% of people read company responses to reviews. 44% of people believe that responses to comments and reviews are more persuasive than brand advertising. 

Negative reviews and comments are usually genuine customers sharing their experiences of buying from your company. Take on board genuine criticism and use those insights to improve the customer experience. 

By responding with empathy and understanding, you can demonstrate that you care about your customers and are willing to listen to what they have to say about your brand. With the right response, you can turn an unsatisfied customer into a brand advocate. 


Not Considering the Big Picture

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Social media marketing should work seamlessly with the rest of your marketing strategy. It’s important to determine where social media influences the buyer’s journey and what happens once a user has left social and landed on your website. 

You can leverage the advanced targeting capabilities of social media ad platforms to get your offer in front of the right person at the right time. But your landing page needs to convert your paid social traffic into sales. 

For example, let’s say that you use Facebook Ads to advertise a pair of white and blue sneakers. A user clicks on your ad with the intent to make a purchase. But when the user lands on your website, they find themselves on your homepage. They can’t see the white and blue sneakers, so they click back to Facebook and keep on scrolling through their timeline. The sale is lost, and your ad spend is wasted. 

You can avoid this social media marketing mistake by creating custom landing pages for your paid traffic. It’s vital that you deliver on what you promised in your ad and that the transition from the ad to the landing page is as smooth as possible.


Conclusion

Social media can be a super-effective marketing tool. But it can also be a drain on time and resources if you get it wrong. You need to create a documented social media strategy, set clear objectives, and establish measurable KPIs. 

People judge brands and make purchasing decisions on social media. Avoid the above mistakes, work hard to engage your audience, and social media can be a key digital channel for the growth of your business. 

If you’re not getting the results you think your social media marketing strategy deserves, contact Ogno today for a free consultation.

Unique Selling Point: Your Winning Differentiator Is More Important Than You Thought

A unique selling point (USP) sets you apart from your competitors and gives people a reason to do business with you. It’s a winning differentiator that makes you the stand-out option. 

In this post, we’re going to uncover why a defined USP is key to success, how to create one, and how you can use social proof to make your USP even more compelling and impactful.


What’s a USP?

A unique selling point, sometimes called a unique selling proposition, is a short statement that tells the world why your company is different and better than your competitors. The most effective USPs are memorable, concise, and showcase the unique value that your customers can only get if they buy from you. 

Some of the world’s most well-known brands have built their success on the back of a strong USP. 

FedEx – “When it absolutely, positively has to be there overnight.”

The FedEx USP showcases two benefits in a short and snappy slogan. You know your package will be delivered, and it will get there fast. When FedEx started using the USP in the early 70s, it had a fleet of 20 aircraft. Today, FedEx has the 4th largest fleet globally, generating over $79 billion in revenue in 2020.

Domino’s – “You get fresh, hot pizza delivered to your door in 30 minutes or less, or it’s free.”

Domino’s famous USP was developed on a key understanding of the value it offers. It is not just a company that makes pizzas. It’s a pizza delivery company. 

Its customers want reliability and speed. The USP highlights both of these benefits in a memorable and explicit guarantee. When Domino’s introduced the USP in 1979, it had 287 stores globally. When Domino’s changed the USP in 1989, the number of stores had increased to over 5,000.


Why You Need a USP

Creating a USP is one of the most important steps in growing your business. It underpins all your marketing and sales initiatives and is key to positioning your brand in the market. 


Differentiators

A clear USP shows how your brand is different and why your potential customers should choose you when making a purchase. Without a USP, choosing between different products and services becomes arbitrary, and the lowest-priced product usually gets the sale. 


Customer Loyalty

When you deliver on the value you promise in your USP, you increase the chances of a customer buying from you again. Each time you deliver on the USP, the positive experience strengthens customer retention, encourages brand advocacy, and inspires positive word of mouth. 


Alignment

A strong USP is a foundation for your marketing and sales initiatives. It shows that you believe in your product or service. This makes it easier for your sales team to highlight your value and provides a framework for your marketing team to ensure consistent messaging across your digital campaigns and channels.  


Define Your USP

We’ve covered why a USP is so important. But how do you create one?

Market research is a vital first step. You can only create a winning differentiator when you know the value you provide and what your competitors offer. 

We can break down market research into two categories:


Internal

What Value Do You Provide?

Step into your customers’ shoes and think about how your product or service helps them overcome the challenges they face.

The value you provide comes from the benefits that your customers get by purchasing from you. Create a list of the top five benefits you provide and why your solutions are important to your customers.


What Makes You Different?

What can you offer that your customers can’t get elsewhere?

Make a list of the things that make you different from your competitors. Your product may be more reliable, cheaper, or have more features. If you make your products from sustainable materials, you can highlight your environmental credentials as a key differentiator. 

It’s not just the features of your product or service. A differentiator can be anything from customer service and price point to innovation and branding.


External 

What Are Your Competitors Not Offering?

You can’t highlight how your business is different if you don’t know what’s already out there. Make a list of your competitors, their USPs, and how they position themselves in the market.

Is there a gap you can target that your competitors are failing to meet? 

Take a deep dive into your competitors and how they are perceived by your potential customers. You may find that a competitor positions their product or service as the most reliable but fails to fulfill that promise. If you can better meet those needs, you can position your company as a more attractive option. 


What Are Your Customers’ Pain Points?

People don’t buy products and services. They buy solutions to problems. 

You need a deep understanding of your customers and the problems they want to solve. Pain points are the symptoms of those problems, and they can be a good starting point for your USP. 

How does your product solve a problem and improve the lives of your customers? 

By highlighting a pain point in your USP, you can show how you understand your customers’ needs and how your product or service offers a solution.

For a more detailed guide on creating a USP, check out our post 8 Steps Between You and an INCREDIBLE Unique Selling Proposition.


Social Proof 

Once you have your USP, it’s vital to deliver on the promise you make. If you claim to be the fastest, make sure you are faster than your competitors. 

You can make your USP more compelling and impactful by backing up your claims with social proof, including:

  • Encouraging customers to leave reviews on your website.
  • Asking your followers to leave reviews on your social media pages. 
  • Creating case studies showing how your company has helped clients.
  • Consider using video testimonials on your site and social channels.

Using social proof to support your USP can be a powerful driver for conversions – 84% of people trust user reviews as much as a personal recommendation, and testimonials can increase average revenue per site visitor by up to 62%


Your USPs Power

A clear USP helps you position your brand and influence how your customers view your products and services. In an age where somebody can pick up their smartphone and find ten companies like yours, a winning differentiator is vital for cutting through the noise and getting noticed. 

If you need some help defining your USP, differentiating your brand, or getting found by your ideal customers, it might be helpful to have an expert by your side.

Weekly Roundup #31

Another week comes to an end and here we are providing you with our Weekly Roundup #31. We will address all of the most recent and important news that happened in the past week. If you would like to have this roundup delivered directly to your inbox, subscribe below and we’ll get that set up for you. Now that we have addressed these points, let’s get right to the good parts and into Weekly Roundup #31.


iOS and its updates: A cause for uncertainty?

Before the iOS 14 update, iOS was requiring apps to display a prompt asking for users to opt out of being tracked outside of the use of the app. Because of the new update, the tables have turned and the user is being asked to consciously make a decision to opt into it in the first place. Well how does that affect you, you might ask? Platforms such as Facebook rely heavily on data and we have addressed the issue and some circumventions in our most recent article.

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How influencer marketing will affect retail

2020 was a rough year for retailers. The pandemic has made their brick and mortar stores obsolete and accelerated the shift into the online world. This results in the challenge of displaying a physical stores visual appeal to its online correspondent. To combat this, marketers of retail stores have shifted their focus to the visual appeal of social media platforms. This results in increased budgets allocated for influencer marketing. 

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Twitter to allow “tip jars” for content creators

Social media platform Twitter is planning to implement tip jars. Its purpose is to allow content creators or publishers to generate revenue off of the platform. Twitter said it will not make any money themselves off of these tips. They tips are simply a gesture of appreciation between a fan and the content creator. For the time being, only users who use Twitter in the English language will be eligible to receive tips from their followers.

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Phrase match is now the same across Microsoft Advertising and Google Ads

Starting this month, phrase matches will be expanded to include broad match modifier traffic, Microsoft announced. This seems familiar as Google also made this announcement in the beginning of this year. Microsoft is in the process of smoothening the adoption of their advertising platform. So the goal is to simplify its use as much as possible for Google Ads users. This change will allow marketers to save time in the management of their passwords.

Read more


Other things to check out:

New Facebook and Instagram messenger features:

https://www.searchenginejournal.com/facebook-instagram-updated-with-new-messaging-features/406002/#close

China’s annual emissions surpass those of all developed countries combined:

https://edition.cnn.com/2021/05/07/world/climate-emissions-china-developed-nations-intl/index.html

Twitter detects mean replies to tweets:

https://www.npr.org/2021/05/06/994138707/want-to-send-a-mean-tweet-twitters-new-feature-wants-you-to-think-again

“Animal Crossing” inducted to video game hall of fame:

https://www.usnews.com/news/business/articles/2021-05-06/animal-crossing-among-4-inductees-to-video-game-hall-of-fame

On-Page SEO vs. Off-Page SEO: Will There Be a Winner?

If you want to rank high in search results and drive relevant, high-quality traffic to your site, you need a solid SEO strategy. This strategy can be divided into two segments that are going to battle today: On-Page SEO vs Off-Page SEO.

There are two categories of SEO that influence your ranking:

On-page SEO – the factors on your website

Off-page SEO – Outside factors that show how authoritative your site is

In this post, we’re going to take a look at both categories of SEO and answer the question:

Which is more important, on-page or off-page SEO?


What Is On-Page SEO?

On-page SEO focuses on the content and technical elements of your page that influence your ranking. 

You can control on-page SEO by optimizing your content and technical aspects of your site. 

On-page SEO factors include:


Accessibility

Accessibility is about making your website accessible and usable by as many people as possible. Google wants to show results that provide the best content and user experience for a search query.

You can improve accessibility by:

  • Integrating captions for videos and multimedia
  • Offering audio descriptions of your posts
  • Providing adjustable text size
  • Avoiding low contrast between foreground and background colors
  • Enabling keyboard navigation

You can use Google’s Lighthouse tool to perform an accessibility audit of your web pages.

Enter your page URL, and the tool will provide an accessibility score out of 100.

The report will also provide recommendations to help you improve the accessibility of your site. 


Page Load Speed

When a page takes longer than 3 seconds to load, 53% of mobile users will abandon it. 

If your page is slow to load, your visitors won’t wait. They’ll go back to the search engine results page (SERP) and click on a competing result. 

When a user bounces back to the SERP, it sends a signal to Google that your page doesn’t offer a good experience or answer the search query.

You can reduce page load speed by:

  • Limiting the use of plugins
  • Compressing images
  • Enabling caching
  • Choosing a lightweight WordPress theme
  • Reducing HTTP requests

You can use Google’s PageSpeed Insights tool to perform a page speed audit:

Like the accessibility audit, PageSpeed Insights will give your page a score out of 100 and offer recommendations to help you improve page speed. 


Optimized and Relevant Content

Technical aspects like page speed and accessibility are important, but your content is why people come to your website. 

Relevance is one of the most critical factors for content optimization. Google is getting better and better at recognizing semantics and the user intent behind a search.

If your content isn’t super-relevant and delivers what searchers are looking for, you will struggle to achieve a high ranking. 

That means providing a comprehensive answer to the search query in your copy and choosing the right content format.

For example, the top results for the query “outdoor heater” are all product categories from e-commerce websites:

User intent for the search query is to buy a product. 

To rank high for the keyword, you’ll need an e-commerce category page – not a blog post. 


Keywords

Keywords are the backbone of your on-page SEO strategy. They are how people find your website in search results. You can incorporate your target keywords naturally into the following elements:

Headings

Your heading should be descriptive, contain your target keyword, and be in H1 format. You should also use descriptive H2 – H6 subheadings to break up your content and increase readability. Strategically use your target keywords, and don’t resort to keyword stuffing. 

URLs

You should optimize your URLs for visitors and search engines. Include your target keyword, and keep your URL short and descriptive.

Alt text

Alt text helps search engines understand what an image depicts, and it is used to describe images to users who can’t see them. Use alt text to include relevant keywords that describe the subject of the image. 


Mobile-Friendliness

Over 50% of all internet traffic now takes place on mobile devices. If your site isn’t mobile-friendly, you’re ignoring the needs of over half of your visitors. 

You can improve mobile-friendliness by:

  • Choosing a responsive WordPress theme
  • Improving page speed
  • Making sure your site is easy to navigate on mobile devices
  • Breaking up blocks of text into smaller chunks
  • Reducing the length of forms

You can use Google’s Mobile-Friendly Test to analyze your web pages:

The report will show you if your page is mobile-friendly and offer recommendations on improving the experience for mobile users.


Internal Linking

Internal linking makes it easier for your visitors to navigate your site and find what they are looking for. It also makes it easier for Google to crawl your website and index your pages. 

Link to relevant pages on your site within your content, and include links back to your menu and category pages as a minimum. 


What Is Off-Page SEO?

Off-page SEO is focused on the external factors that influence your ability to rank high in search results. 

The most important metric here is Domain Authority (DA), also as Domain Rating, depending on which tool you use. 

DA is an estimate of how authoritative your website is based on its backlink profile. 

The higher your DA, the more likely you are to achieve a high ranking:

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Google uses the number of backlinks pointing to your site, the quality of backlinks, and the number of linking domains to determine how authorative and trustworthy your site is.

The quality of your backlinks generally is more important than the number of backlinks. 

A single backlink from a high-authority website in your niche is worth more than 100 backlinks from low-quality websites. 

Link building is considered one of the hardest parts of SEO, but it’s also one of the most important.


Create Link-Worthy Content

High-quality content is key to link building. You need to develop super-informative and helpful content that third-party websites want to share with their audiences. 

These editorial links are often the most valuable, and they’re also the hardest to get. 

You can create content that people want to link to by publishing:

  • In-depth guides
  • Actionable how-to posts
  • Comprehensive ebooks
  • Checklists
  • Online courses
  • First-hand research

The key to creating a link-worthy content asset is to offer heaps of value and cover an evergreen topic – content that will be relevant and useful long after it is first published. 


Share Your Content on Social Media

While social signals are a known ranking factor for the Bing search engine, Google officially states that social signals do not directly impact ranking

However, genuine shares, likes, and comments increase the reach of your content and can make a positive impact on your ranking. 

The more eyes on your content, the more likely it is that people will link to your site. 

Include social share buttons on your site, promote your content on social media, and encourage your readers and followers to share your content to increase your reach.


Guest Posting

Guest posting is one of the most established and most effective link building strategies. 

You find relevant websites in your niche, ask if you can contribute an article to their blog, and they link to your site in the author bio or embedded in the content. 

Here’s an example of a guest post author bio:

You can see the backlink to our website. 

Google is a great free resource for finding relevant websites that accept guest posts. You can also use SEO tools like Ahrefs, SEMrush, and Ubersuggest to spy on your competitor’s backlink profile and find guest posting sites.

Once you’ve got a list of potential guest post opportunities, get in touch with the webmasters and ask if you can pitch some topic ideas. 

For local SEO, you’ll also want to claim your Google My Business listing and submit your site to local directories. 

It’s important to note that SEO takes time to generate results. The best online visibility strategy often includes a combination of PPC and SEO to get traffic flowing to your site. You can build up your organic presence while ensuring you’re there when your customers search for your products and services. 


On-Page and Off-Page SEO in Tandem

So which is more important, on-page or off-page SEO?

The answer is that both strategies contribute to a solid SEO strategy.

You need on-page and off-page SEO to increase your visibility in search results. 

Image Source

Without on-page SEO optimization, Google won’t be able to find and index your website. 

Without off-page SEO, Google won’t see your website as being authoritative and trustworthy.

They work together to help you rank for your target keywords and drive traffic to your website. 

If you want to learn more about how SEO can help your business get more qualified leads and sales, schedule a demo call with the search engine fanatics here at Ogno.

Weekly Roundup #29

Well… another week has passed and we are pleased to welcome you to our Weekly Roundup #29! Here we share the latest and most interesting happenings of the past week regarding all things related to digital marketing and the online sphere. If you would like to receive these roundups automatically, subscribe and we’ll send them to your inbox. Feel free to share these with your friends and family! But let’s get into the Weekly Roundup #29.


(Webinar) The Power of Data Driven Marketing 

We have hosted our first ever webinar this week! Our brilliant experts Jesse and Darwin gave insightful explanations and actionable tips regarding all things data driven marketing. We also provided answers to specific questions from the audience. Were you busy at the time and had to skip it? Don’t worry, we recorded it for you to watch it at a more convenient time. Looking forward to seeing you join the next webinar!


Diversify your Strategy with Channel Marketing

Channel marketing is not the same as promoting your products and services through marketing channels. It can drive short-term wins and long-term growth. Channel marketing is the use of third-party partners to promote and sell your products. Developing a channel marketing strategy can be challenging. But you can overcome the obstacles and reap the benefits by choosing the right partners.

Read More


The end of third party cookies

The advertising industry will have to live in a cookie-less world by 2022: That’s the time frame by when Chrome and Chromium-based browsers will stop supporting cookies. Brands have been able to use cookies to track website visitors and to improve user experience for a while now. However, consumers have grown more and more wary and distrustful of these third party cookies. Marketers will need to find a different way of collecting insightful data.

Read More


Reddit Talk is announced

Similar to voice discussion platform Clubhouse, Reddit has now announced that it will release a Reddit Talk app on iOS and Android in the near future. Facebook and Reddit have both swooped in on Clubhouse’s market niche. This endangers the platform to be the next MySpace of the digital sphere. Once Reddit Talk gets past its testing period, any moderator of a subreddit can host a talk while other non-moderators get to listen. 

Read More


What else happened:

SpaceX rocket with astronauts launches from Florida on its way to the ISS:

https://edition.cnn.com/2021/04/23/tech/spacex-nasa-astronaut-crew-2-launch-day-scn/index.html

Facebook begins testing Reels function:

https://www.business-standard.com/article/technology/facebook-begins-testing-advertisements-on-short-video-offering-reels-121042300730_1.html

Clubmarket, the first marketplace for brand deals on Clubhouse:

https://www.socialsamosa.com/2021/03/clubmarket-sponsorship-marketplace-clubhouse-launched/

5G and its impact on the adoption of augmented reality:

https://www.marketingdive.com/news/5g-promises-to-unlock-wider-adoption-of-ar-in-marketing/598423/

Diversify your Strategy with Channel Marketing

Channel marketing is not the same as promoting your products and services through marketing channels.

Marketing channels are the platforms and methods you use to reach your target audience and distribute your content and messaging, including SEO, social media, Paid Search, etc.

Channel marketing is the use of third-party partners to promote and sell your products.

When you work with a network of channel partners, you have multiple businesses promoting and selling your products to their audiences.

Here’s what you need to know about it and how it can help your company thrive and grow.


What Is Channel Marketing?

Channel marketing is the process of working with third-party businesses to bring your products to market. Rather than building an audience and distribution network from scratch, channel marketing helps you accelerate growth by leveraging existing networks and audiences.

For example, a company that sells office equipment will sell directly to consumers through its website, catalog, and sales reps.

But they may also use third-party retail stores, affiliates, and e-commerce sites to promote and sell their products to a wider audience. These third-party businesses are channel partners.

Channel marketing is about building mutually beneficial relationships with partners.

It benefits your company by enabling you to expand your reach to audiences you wouldn’t have been able to sell to otherwise.

It benefits your channel partners by allowing them to earn a commission on sales or access a bulk buying discount so they can make a profit selling your products to consumers.


Benefits of Channel Marketing

Channel marketing can help you to accelerate the development of your customer base and support sustainable growth. It has several additional benefits, including:


Cost-Effectiveness

Channel marketing is much cheaper than hiring employees and dedicating your time and resources to expanding your reach. You can access a huge existing customer base by forging relationships with the right channel partners.

Hiring and training marketing and sales teams to bring your product to market can be expensive. According to a study by DePaul University, a single new sales rep can cost $97,690+ in recruitment, training, and salary expenses.

These costs push up your customer acquisition costs (CAC). Along with customer lifetime value (LTV), your CAC is one of the most critical sales and marketing metrics.

Investing in channel marketing can help you to reduce your CAC and expand your reach quickly. You can offer a commission to your partners and only pay when they generate a sale or offer bulk discounts. Once a customer has purchased your product, they’re much more likely to buy from you or your partner again.

An even more cost-effective way to reduce your CAC is to utilize an agency to help with your strategy and produce your marketing collateral. Check out our infographic to see how much you could save by outsourcing your SEO to an agency.


Increase Brand Recognition

Source: MarketingCharts

Working with established channel partners can help you to boost brand awareness and tap into existing audiences.

For example, if you work with a well-known partner company, the positivity that audiences feel towards your partner can lend credibility and goodwill to your brand and your products. Therefore, it acts as a recommendation.

Your channel partners can also help you expand your reach to new geographic areas and leverage existing distribution networks. You can sell to consumers in new markets without dedicating your time and resources to developing market coverage from scratch.

If your product appeals to international markets, you can use channel marketing to sell to consumers in multiple languages and locations. A channel partner can translate your marketing campaigns and messaging into the language used in the territory to appeal to new audiences.

Because your channel partners have an existing relationship with their audience, they’ll know how to best target and market your product to potential buyers.


Variety of Promotional Tactics and Marketing Channels

Your channel partners will conduct their own marketing using a range of digital channels. This adds variety to the tactics used to promote your product. It can help expand your reach to new platforms and channels. In 2018, 40% of consumers used social media to research products.

Your channel partner will have an existing audience and know what works best to engage potential customers, generate conversions, and increase your product sales. You may discover that your partner’s tactic to promote your product is more effective than what your marketing team has been using.

Working with a range of channel partners may also reveal new marketing channels that you and your competitors have overlooked. You can gain an advantage by utilizing a channel that is untapped by your competitors.


Channel Marketing Challenges and Downsides

Channel marketing is a cost-effective and sustainable way to scale and increase your reach. But it also presents some challenges that need to be overcome.

Maintaining a consistent brand promise and unique selling proposition (USP) can be difficult when you’re collaborating with multiple channel partners.

Your partners will usually want to produce their own content and promotional material. This is one of the key benefits, but it can be an issue if your partners use messaging and content that doesn’t align with your brand identity.

Channel partners use their own platforms and marketing channels. This can also make it challenging to see campaigns’ effectiveness and gain access to analytics and reporting.

The easiest way to avoid these potential downsides is to be selective over who you choose to partner with.


How Can My Business Use Channel Marketing

Channel marketing partners can support growth by increasing your reach and adding new revenue streams.

The ideal channel partner is a leader in your industry that is willing to be transparent. They will allow you to use your marketing materials throughout their channel and access campaign reporting.

Access to analytics can help you to determine the effectiveness of campaigns and calculate ROI. It also reduces the risk of inconsistent messaging.

The messaging and content your partners use should be closely aligned with your marketing strategy. You can ensure consistent brand identity and help your partners sell more by providing them with the sales and marketing collateral they need to promote your products.

The best way to maintain control over your digital brand marketing is to provide channel partners with tools to customize your marketing materials. This enables you to maintain brand consistency across the platforms and channels your partners use. It also gives your partners some room to be creative in how they promote your products.


Conclusion

Channel marketing can drive short-term wins and long-term growth. Developing a channel marketing strategy can be challenging. But you can overcome the obstacles and reap the benefits by choosing the right partners.

If you’re interested in leveraging channel marketing to grow faster and gain a competitive advantage, contact Ogno today to see how you can empower your business and your channel partners with a dynamic marketing strategy.

Growth Marketing in 2021: Need it or leave it?

A growth marketing strategy helps you get better ROI, outpace your competitors, and quickly scale marketing initiatives to drive business growth. 

In 2020, over 4.4 million new businesses were launched in the U.S., and companies spent over $236 billion on marketing. 

Offering a great product or service is only part of what makes a business successful. To stand out from the competition and get a consistent stream of new customers, you need a creative marketing strategy.


What Is Growth Marketing?

Growth marketing is a dynamic and data-driven reinvention of traditional marketing. It takes the conventional marketing model and adds rapid experimentation, testing, and optimization. Doing so enhances the customer experience throughout every stage of the buyer’s journey.

The goal of growth marketing is to take a data-driven approach to identify the right metrics, quickly gain insights, and implement tactics to attract and retain customers and fuel the growth of the business. 

Traditional marketing can deliver some quick wins by focusing on the top of the funnel. However, growth marketing focuses on the entire buyer’s journey. It adds value to the entire funnel by improving customer acquisition, increasing customer retention, and fostering brand advocacy. 

Agility and speed are critical to growth marketing. Always experiment, fail fast, learn quickly, and rapidly scale what works.


Why Does My Business Need Growth Marketing

The global pandemic has accelerated existing trends and forced companies to speed up their digital strategies. With increasing competition, you need more than a website and a few Facebook ads. You need to really stand out and be visible. 

When done correctly, growth marketing enables you to add value throughout the buyer’s journey. This in turn allows you to outperform competitors with bigger budgets. It establishes a continual audience feedback loop that provides the insights needed to get better results. With the right tools, growth marketers can experiment and optimize in real-time. And in turn, they can improve outcomes over and over. 

With a data-driven approach, it’s also easier to prove your marketing activities’ ROI. Rather than spending big on a costly advertising campaign, tactics like A/B testing are a low-cost way to gain insights, narrow in on what works. You can then quickly scale successful campaigns and initiatives. 

One of the key benefits is that it helps you leverage tools and technologies to make your processes more efficient. It helps you to maximize the potential of your team.

For example, marketing automation can free teams from repetitive and time-consuming tasks to focus on creative and strategic activities that will advance the business. You can communicate at scale with tailored messages that are highly relevant, rather than broadcasting a one-size-fits-all mass marketing message. According to HubSpot’s latest State of Marketing report, 68% of marketers are currently using at least one automation tool.


A Growth Marketers’ Focus

Growth marketers are focused on creating engaging content to highlight the brand proposition, advanced segmentation, experimentation, and relentless optimization. 

Growth Marketing
Source: Business 2 Community

While traditional marketing is focused on the top of the funnel, growth marketing is focused on the entire funnel. Growth marketers are continually using data and feedback. This is done to identify innovative ways to add value, get more customers, and retain existing customers. 

Innovation, agility, and creativity are vital for growth. You need to think outside the box regarding problem-solving and use data and testing to inform decision-making.

When a new strategy works, it needs to be quickly scaled to drive sustainable growth.


 

Growth Marketing in Action: Airbnb

Airbnb is an excellent example of how growth marketing can provide scalable solutions and sustainable growth. 

In the summer of 2009, Airbnb was less than a year old. The start-up experienced some initial success using growth hacking tactics to drive organic traffic from Craigslist. However, it was faced with a low conversion rate and subpar revenue from its New York listings.

Airbnb founders Joe Gebbia and Brian Chesky booked 24 host spaces and flew to New York to investigate the issue. 

The cause of the problem?

Hosts were taking poor-quality images and doing a bad job of presenting their spaces. 

“The photos were really bad. People were using camera phones and taking Craigslist-quality pictures. Surprise! No one was booking because you couldn’t see what you were paying for.” 

Joe Gebbia, Airbnb co-founder


Rather than sending out a newsletter or writing blog content advising hosts on how to take more appealing photos, Gebbia and Chesky approached the problem with a growth marketing mindset. 

They rented an expensive camera and visited as many hosts as possible in New York, taking high-quality images of the spaces for the Airbnb listings. 

Within a month of the new images being used, Airbnb’s revenue in New York doubled. When conversion data showed that the solution worked, Airbnb scaled the solution to offer free photography to hosts in London, Paris, and other cities around the world. 

The growth marketing approach led to the launch of the Airbnb photography program in 2010. It has been central to Airbnb’s success story over the last decade.


Growth Hacking vs. Growth Marketing

Lots of marketers use the terms growth hacking and growth marketing interchangeably. But while they share similarities, they are two different approaches.

While growth hacking can also be applied for more established businesses, it is generally more suited to start-ups. Start-ups usually try to quickly scale the business, and are mostly on a small budget. A start-up will hire a growth hacker to solve a specific problem. Speed is vital, and growth hacking is all about short-term wins. A start-up needs lots of new customers quickly.

Growth marketing takes some of the principles of growth hacking but is more suited to established businesses. A growth marketer focuses on longer-term goals. Their sights are on improving metrics throughout the funnel to achieve sustainable growth. It involves experimentation and testing to create strategies to attract and retain customers.

One of the most significant differences between growth hacking and growth marketing is the focus on brand building.

Growth hacking doesn’t care about building the brand. It’s all about achieving specific goals, whether that be email sign-ups or website visits. 

Growth marketing focuses on the entire buyer’s journey, including brand awareness and the customer experience. Rather than using growth hacking to improve the performance of one aspect of your business, growth marketing puts processes in place that can be replicated across the board.


Conclusion

Growth marketing covers everything from the CTA (Call-to-action) copy on a landing page to a complete redesign of your website. 

Everything a growth marketer does is based on experimentation, testing, and data analysis. By failing fast and getting insights quickly, you can get more out of your marketing spend. This can fast track the growth of the business. 

If your business has reached a stage where you’re ready to scale, a growth marketing strategy can help you achieve sustainable growth. Schedule a free consultation with our team of marketing pros at Ogno. We will show you how growth marketing can turn your business into a revenue engine.