Now that you have a better notion of the different tools you should use for your digital advertising needs and what purpose they serve, let’s dig deeper into the acquisition tools and how they work together!
As we have seen, one of the most popular reason to use digital advertising is to acquire new customers. We’re not gonna lie, acquisition is often the hardest and usually most costly part of building and managing your audience. There are however, a variety of tools available to help you do it, and the return on investment is worth the efforts.
So, at this point you are fighting to get someone’s attention. This is where your deep knowledge of your business and your products or services should come into play. For all these tools to be efficient, you need to think about your USP – your unique selling point. Why should people buy from you more than your competitors? Why are you better?
As you will see in this guide, those questions will help you leverage online advertising tools to grow your business.
Search Engine Optimization (SEO)
The term SEO has been floating around for awhile now, but little people know what it actually does. You know when you search something on Google and the results come up? SEO makes that happen.
Did you know that 93% of online experiences begin with search engines? SEO is used to ensure that the most relevant results to the user are displayed based on the keywords searched. This is where you need to figure out for yourself what keywords represent your offer the most, but especially how popular those keywords are. You can do that with Google Keyword Planning tool.
Long-term, this is arguably the best acquisition platform. However, it does take time and effort. Results won’t be immediate and you may need a couple trials and errors before you get it right, but the reward is big. The closing rate for SEO leads is around 14.6%, whereas it is around 1.7% for outbound leads, such as emails.
For SEO, we recommend that you find a local SEO specialist you can work with. And yes, they should be local, as they will have a better understanding of your business and its positioning in the local marketplace.
How do you find a good SEO specialist? Easy, do a search for best SEO specialist in your area. The ones the appear in the organic results on the first page are the ones you should talk to… because if they can rank highly for themselves, chances are they will do the same for you!
A natural Segway from SEO, Google Adwords is a program that lets you launch ads on Google (pretty logical at this point). When you search a term on Google, you often get 4 results at the top with a little square saying “Ad” next to them. This is to let you know it is a paid placement.
So where SEO is all about building relevant content that can be indexed and searched for over time, Google Ads are a way to speed up your visibility.
Those placements can be set up pretty quickly, and will appear… if your are paying the winning price. That’s the catch. While it is much faster than SEO and can generate high results (businesses could potentially make around 2$ in revenue for each 1$ spent on AdWords), but you need to start off by investing what can turn out to be a sizeable budget.
To get the most out of this tool, segmenting and finding the right search term are keys for success. That means, you need to search for specific words that apply to your business, but also within the geographical limits that you serve. Look for quality, not quantity. Be specific. It may seem good that all of a sudden you are getting a load of new conversions coming in, but if it is from a geography you can’t service, or the focus was on the wrong word, then you are spending money on nothing.
So take time to really nail those details to get the best return on your investment!
Display ads have been around for sometime now and are incredibly powerful. You know, when you are on a website and you have ads appearing on the borders, at the top and within the content? Those are display ads. If you want to know a little more before reading on, check out 5 things beginners need to know about display ads.
Display ads can be delivered on a variety of website, like news, magazines, industry specific publication… pretty much everywhere. That’s one of their great perks: without getting into too many technical details, display ads are delivered to be relevant to the user viewing them, based on their age, gender, interests, online behavior and much more.
This happens through an ad exchange, where a ad space on a website will be put up for auction. The ad exchange will send relevant information about the user to all advertisers wishing to advertise on this space so that they submit bids to win the ad space.
Like Google Ads, display advertising will take geographical location in consideration, but instead of keywords, you need to focus your audience. Who do you want to talk to? Who is usually interested in your products and services? You have to ensure relevance because, like most tools, display advertising requires an investment. These questions are essential if you want to get your return on investment.
Did you know that 76% of social media users visit their profile daily? Nowadays, Facebook, Twitter, instagram and Snapchat all offer some ways to advertise through their platform. Why? Because it’s remains an effective ways to reach customers. 56% of businesses say that Facebook ads have helped them generate revenues.
The main perks of this tool is how precise you can get with the targeting and how wide or narrow your scale can me. Although it is a paid tool, you can make it work with any budget, which is great when you are starting off and want to test out the water.
The algorithms working in the back will ensure that your ads are served to people who fit the audience profile you set for your campaign and that it does not exceed your budget. Most platforms also give you access to an exhaustive lists of metrics and stats to show how successful your campaign was.
How do they work together?
At the end of the day, your acquisition tools need to work on several fronts. Since the majority of online experiences start with search engines, you need to develop your SEO ranking and leverage Google Ads to ensure visibility on this side.
However, your clients are also on social media, news websites and such. That’s why you need to also work with display ads and social media tools.
Once you have acquired your new customers, you want to make sure they stick with you. Next week, we will be going into more details for the different retention tools you can use to entice loyalty and trust. Stay tuned!