Business Marketing Solutions Group Social Media & Internet Marketing Fri, 10 Jan 2020 14:36:41 +0000 en-US hourly 1 Business Marketing Solutions Group 32 32 Questions to ask a Digital Marketing Agency Before Hiring One Fri, 10 Jan 2020 14:36:38 +0000 If you’re not quite sure about what questions to ask a digital marketing agency, we have come up with a list you can use.

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Having been in the digital marketing industry for quite some time, marketers will tell you how difficult it is to convince long-standing companies to use digital platforms. You will find many professionals continuously talking about its importance just so more businesses will be convinced.

If your company has made that decision and you’re now looking to invest in digital marketing, the question of who will do it remains. For startups and companies without sufficient expertise in this area, hiring a digital marketing agency is a much more advantageous option.

Not only does it relieve your expenses of hiring a full-time in-house employee, but it also makes the agency’s expertise accessible for your business.

Since the agency will be responsible for directing growth for your company on digital platforms, it’s important that you hire the right agency. Hiring a digital marketing agency is a major decision and one must tread carefully to prevent wasting their time and money.

Research, research, research…

We didn’t just write that three times for fun. Like any other significant business decision, this one also needs quite a lot of research beforehand. Here, research is centered on asking the agency as many questions as you want.

Bombard them with queries regarding their processes, the technology they use, how they strategize their motives, etc. The more you investigate, the better chances you have of hiring an agency that can propel your business’s growth even further.

If you’re not quite sure about what questions to ask a digital marketing agency, we have come up with a list you can use. Some of these may seem very basic but trust us when we say that they are the ones easiest to overlook.

Anyhow, let’s have a peek at these questions.

  • Who will be working for us?

Digital marketing agencies have multiple people working as account managers. These account managers are more than just that title. They are more like your confidants that basically become your partner in all your branding efforts.

Ask them who will become your confidant and become a part of your inner circle. Make sure you have a conversation with them and ensure they are a good match.

  • What’s your process or approach to digital marketing?

This mainly involves asking questions about which digital marketing areas the agency’s process is inclusive of. For example, do they offer SEO, PPC, email marketing, web development, social media marketing, etc.? What’s their approach to content marketing, lead generation, website optimization, etc.?

Asking questions about different areas of their digital marketing services will give you the chance to see where the agency’s expertise lies and whether or not it will be a good fit for your company.

  • What people play what roles?

If you’re hiring the agency for each aspect of digital marketing, you need to know who will be playing what role. Who is your graphic designer? Who will be managing the content? Who is running social media campaigns?

You need to sit down with them and meet the team together. You can take this as an opportunity to see if everyone is one the same page. After all, these people will be the ones digging into your company!

  • Do they outsource any part of the work?

Outsourcing is a common practice in the world of digital marketing. While some agencies have a big in-house team for every task, others do have a network of freelancers or professionals that provide certain niche services.

For instance, many agencies outsource content creation to content agencies or freelancers. This is a smart business practice as it is often more affordable than hiring in-house writers.

  • Can I see your client portfolio?

Experience counts when it comes to hiring a digital marketing agency. The more experience an agency’s team has, the more finesse they will have in their work. This also gives you insights into what kind of companies they have worked for before. For instance, if you’re a lawyer looking for a digital marketing agency, finding one that has previously worked with law firms bodes well.

  • What do these clients say about you?

Client references and testimonials are important. Whether the agency collects the feedback through interviews, reviews forms or digital platforms, these references add credibility to the agency’s work. How those clients were dealt with and whether they were satisfied can sway your decision.

  • Can you provide insights into our particular industry?

There are all kinds of digital marketing agencies out there. While some of them work with clients across various industries, there are some agencies that target particular niche markets. You want to hire a digital marketing agency that is knowledgeable of your line of work. Or they should at least be comfortable taking it on.

  • What’s your technology stack?

For digital marketing agencies, this question basically discovers the software and programs they use to go about their tasks. There are many questions you can ask here. You can inquire about what programs they use to measure web traffic, engagement, ad impressions, conversion rates, etc.

You can also ask about the technical software they use for website development. What languages, coding methods, plug-ins, web servers, etc. do they use? How do they acquire the domain name? Will the websites be optimized and responsive? Are the websites inclusive of UX and UI integrations? Where do you host the websites?

All of these questions are important to gather if the agency is using the best arsenal available in the market.

  • How often will you be getting in touch with us?

Typically, the course of communication depends on the complexity, length, and goal of the project. However, the best digital marketing agencies out there maintain consistent lines of communications, sending regular updates, asking questions, etc. Take this time to find out how they communicate too. Is everything done over email, phone or video conference?

Hiring the agency that works for you

These questions are definitely not limited to the ones we’ve mentioned here. Take these as a guide and add/subtract/modify as you see fit. The objective here is hiring an agency that will enhance your marketing efforts so you can start climbing growth charts.

Business Marketing Solutions Group is willing to answer these questions and more. Just drop us a message or give us a call and we’ll figure out how we can help enhance your business’s potential.

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Digital Marketing Strategies that Actually Produce Results Wed, 08 Jan 2020 17:47:59 +0000 Marketing as a whole is an intriguing subject. The main concept driving it is tapping the minds of target audiences and convincing them to buy whatever product or service you’re selling.

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Marketing as a whole is an intriguing subject. The main concept driving it is tapping the minds of target audiences and convincing them to buy whatever product or service you’re selling. From this objective, the goal seems to be revenue generation.

However, this has become an obsolete ideology. Today, marketing has become much more than selling a product. It’s more about finding an audience with a certain pain point and providing them with a solution based on their needs.

With the while landscape making paradigm shifts, it is expected that marketing practices would also evolve and change. The advent of digital technology and the internet is where the game really changed and hyped up.

Now, digital marketing has become an equally important part of the overall marketing strategy. Why? Well, the majority of the world has access to the internet in some capacity. A huge chunk of this population is online throughout the day.

Companies now have the opportunity to reach and connect with their audience anytime, often not being hindered by global boundaries.

However, digital marketing can be an overwhelming task to comprehend and deliver when you don’t have a good understanding of it. Often, new or growing businesses and conservative or change-reluctant companies moving to digital mediums get flustered at the constant evolution.

How is one supposed to sustain an agile digital marketing strategy when there is so much to do?

In reality, the whole concept seems more intimidating than it actually has to be. Building a sound digital marketing strategy doesn’t have to be complicated. We’re not saying that you won’t have some difficulties and trial and error moments, but it’s doable.

If your company doesn’t have the right resources and lack the knowledge of digital marketing strategies, working with a professional such as the Business Marketing Solutions Group will be beneficial.

But even then, a little bit of education on the subject goes a long way. Here, we have explained a few effective digital marketing tactics that will improve the overall strategy, driving results that encourage growth.

Organic Social Media Growth

Social media marketing isn’t just putting up an image or sales offer on Facebook. In order to have the advertisement reach the maximum number of people in your audience, you have to invest time in it.

There are surveys that report that more than 70% of consumers are likely to use a company’s social media account to get customer support. This often involves sending personal messages on Instagram, Facebook or Twitter, explaining your complaint or query.

In recent times, Twitter has become quite popular for customer complaints. People can directly tag companies with their complaint, posting publicly for the world to see. For example, Delta Airlines actively responds to tweets their flyers post about them.

Anyhow, organic growth on social media platforms creates stability. It is a great way to build trust with your audience. We can help you come up with strategies for increasing organic engagement. Once you have a good following, you can use paid promotion to boost it further.

Relevant & Sharable Content

This is very relevant to social media as it allows people to disseminate and share content within a few seconds. This is how things go viral. Many Thai companies are especially popular for making emotional and sentimental ads that spread like wildfire among the local audience.

So this way, creating emotional content is one option. You can make a short video or write promotional slogans that bring out an emotional reaction from your audience. For example, this Gillette ad shows a father teaching his transgender son how to shave for the first time. This ad is both relatable to people in a similar situation and is overall heartfelt and shareable.

Humor is another route you can take. But whatever tone you decide on, the content should have some value for the customer. Whether it’s a detailed how-to for a technical product or just something promotional, it should tell the customer how it will help them.

Social Proofing

One of the main targets of digital marketing is building trust between the brand and customers. You can do that by sharing useful content and delivering products that do what you promised them to do.

However, growing competition has made it difficult to grab attention with just these two tactics. Companies need to find a way to grab prospects’ attention, they need to do more.

Running a great organic social media campaign is great. If it’s successful, it will redirect traffic to your website, which is most likely professionally-designed, optimized, and easy to navigate. This is great for improved traffic. But how do you earn their trust and convert them into paying customers?

Social proofing is one effective way to do just that. This means that you provide the visitors proof that you have happy customers that already trust you. For the most part, this means gunning for testimonials and product reviews. These can be on your own website or on platforms like Yelp or Google Reviews.

Targeted Emails

No, we are not talking about the typical email campaigns you are taught about in sales gimmicks. This is focused on using email to connect with your existing audience. In lead generation terms, this would involve targeting sales qualified, marketing qualified, and produce qualified leads.

You can create targeted email lists and come with personalized content to connect with the audience. For example, if you have a list of customers that have already made a purchase with you, send them an email about ongoing sales and offers on the same or related products.

This can be a great way to build more enhance communication, nurture relationships, and generate more traffic on your website.

Is this all still overwhelming?

Don’t worry. If you’re not a professional marketer, it can take some time for you to get a hang of everything. Until then, we can help you out. Contact Business Marketing Solutions Group to get the discussion for your digital marketing strategy started.

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The Principles of Modern Marketing in a Nutshell Fri, 20 Dec 2019 18:53:27 +0000 Just within the last decade the field of marketing has evolved dramatically as a direct response to new technology and market demands.

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The field of marketing is an innovative and ever-changing one. Just within the last decade, it has evolved dramatically as a direct response to new technology and market demands. We often focus on technology as it impacts every facet of digital marketing.

From the dissemination of information to the integration of various elements of branding and sale structures, it tends to lead the change when it comes to the transformation of marketing.

However, the marketers of today are taking a much more holistic approach to marketing. Longstanding tropes and strategies have been adapted and elevated. This enables companies to broaden their scopes, personalize brands, make connections, and attracting a larger audience.

Here, we have simplified and briefly explained the modern principles of marketing to reflect both traditional and new approaches that are held by new-age organizations.

Technological Advancement – Crucial but only the First Step

This might sound a bit strange to anyone who is not already well-versed in the field of marketing. However, it’s not hard to understand that technology impacts everything. You can improve customer experiences and overall marketing practices.

But despite becoming more disruptive, the integration of technology is only the tip of the iceberg. It needs to be learned and adapted by people, into business processes, and existing technology. It’s incumbent on the marketers to train their people and reestablish cross-functional relationships across the organization for seamless marketing functions

Customer Experience is Key

Improving and maximizing the customer experience at every point leads to a significant increase in revenue. Whether you optimize your website to make it easy to navigate or make the online shopping journey much simple, consistency in customer experience is vital.

Good products and services are obviously important but without a sound customer support system, informative sites, aftersales services, and general support enhance the overall experience. 

Personalized Connections are Prioritized

This doesn’t mean you have to get to know each customer personally. That would be quite ludicrous. In modern marketing landscapes, customer-brand relations have evolved to become symbiotic and immersive connections.

The questions to ask here are focused on understanding the customers. Yes, you have the preliminary market research telling you their pain points. But that is more focused on describing your target audience.

You have to stretch further, asking them what they need from the brand and what can brands do that they are not doing. You can leverage technology to personalize. Customer reviews, blogging, social media, and interactive digital campaigns are a stepping stone.

Value Creation… with a Twist

This is definitely not a new concept. From Kotler to Seth Godin, have all described value creation and value addition in great details. Broken down in basic terms, value creation was previously considered as the perceived value customers expected in the forms of benefits gained from a product or service.

These benefits can be psychological, functional, emotional, cost-effective, and others. However, value creation based on these benefits is not sufficient in modern marketing. Your product might have value for many pain points but until you communicate and deliver efficiently, you won’t see any results.

Simply the explanation of exactly how your product solves their problems. If there are multiple benefits, make them known. This will help the customer understand the product more, aiding band appreciation. And value delivery is pretty self-explanatory. Your product should do what it promises.

Testing 1, 2, 3…

Back in the day, a product was launched without a solid understanding of how they would perform with different target audiences. At least, testing wasn’t as common as it has become now. Companies from a wide range of industries now put in time and resources into testing to find out what the customers are saying.

The culture of testing has further grown to include product and marketing perspectives. For instance, software companies like Adobe and video game production companies release beta versions of their software or video game demos respectively. This way, customers are able to use them and give feedback. As a result, they know what the customers liked and didn’t like and how they can make things better before launching the product. 

This improves the product, marketing practices, and customer experiences.

Collecting and Measuring Data

If you’re truly committed to personalization from a marketing perspective, you need to understand people. You can do that by collecting and analyzing data and make trends. Even the smallest piece of information and data becomes a stitch in the tapestry of customer perspectives.

Data such as clicks, conversion rates, views, likes, reshares, etc. are all metrics of measuring engagement. With better algorithms and software functions, you can collect more data in real-time to get a more holistic view of your target market.

The digital ephemera are valuable assets that signal what needs to be changed or improved for better performance.

Going Beyond – Understanding the Bigger Purpose

Typically, marketing is about getting new and existing customers to build a relationship with the brand while improving sales and profitability of the organization. However, modern marketing principles have a more holistic approach that goes beyond what was once thought the norm.

CSR or Corporate Social Responsibility was considered an entirely separate entity. But now, companies are involved in promoting and internalizing various causes. Sustainability, ethical production practices, diversity, inclusion, etc. are all important.

A great example of companies going beyond is Adobe. After Hurricane Harvey, the company teamed up with a group of students to recover photos of the victims. This way they were able to give something back to the families when they’ve lost their physical possessions.

It’s clear from these principles and current trends that marketing is definitely gone beyond what was once conventional. It’s not just promoting a product or service anymore. There is much more at stake now, making redefining marketing practices a necessity.

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Brand-New Marketing Stats for the Year 2019 Fri, 13 Dec 2019 17:52:06 +0000 When it comes to marketing and business, the only thing consistent is the fact that they always change. The landscape of marketing has never been the same.

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When it comes to marketing and business, the only thing consistent is the fact that they always change. The landscape of marketing has never been the same. There might have been a few things that were still there, but they have evolved with time.

Now, the whole concept is ever-evolving and dynamic. Nothing is really stagnant. Trends come and go and platforms are created and go out of use. It’s important that brands stay up to date with emerging and changing marketing trends.

You don’t want to be stuck with out-of-date strategies and that ends up with your business falling behind what your competitors are doing. In order to stay ahead of the curves, you have to keep up with new marketing statistics.

These statistics can help you come up with better strategies that will result in profitable growth for your business. So without further ado, here are some of the most recent marketing statistics:

SEO or Search Engine Optimization Statistics

Search Engine Optimization (SEO) is one of the most effective digital marketing strategies. It is used to improve search engine ratings so your business’s visibility can improve. This way, consumers can find you easily.

The following statistics can help you further fine-tune your SEO campaigns to drive improved results:

· Compared to the 1.7% success rate of outbound lead generation tactics, 14.6% leads gained via SEO close successfully. (Source)

· B2B customers start their search for potential business partners by entering relevant keywords in a search engine. (Source)

These particular SEO statistics are directed at B2B companies. They suggest that SEO seems to be very effective for inbound marketing, trumping outbound efforts. · Out of the 76% local searches made for nearby businesses, 28% result in a purchase. (Source)

· The likelihood of mobile searchers contacting a local business goes up if the company has a mobile-friendly website. In a survey, around 61% of the searchers made contact. (Source)

These statistics are telling how efficient local keywords can be in SEO. The potential for success with local targeting is significantly high. With local SEO and mobile-optimized websites combined, the chances of conversion are higher.

Conversion Rate Optimization Statistics

CRO defines the percentage of how many visitors you were able to convert into paying customers. Measuring CRO is an important metric as it enables marketers to figure out how they can lower customer cost acquisition.

· For every $92 spent on consumer acquisition, only $1 is required to convert them into paying customers. (Source)

· Using videos and moving pictures on landing pages result in an approximately 86% increase in the conversion rate. (Source)

These stats on conversions rates are telling of how much money goes into customer acquisition compared to how much money is required for conversion. To improve the rates further, the second stat suggests a solution i.e. adding video content on landing pages.

Social Media Marketing Statistics

With the year 2020 creeping up close, social media needs no introduction. Over the years, it has become a magnum opus within the digital marketing world. It’s an entire segment that relies on connecting with the company’s audience to increase awareness.

· Millennials and Gen-Z make up a large segment of the market. According to Pew Research, the most popular social media platforms include Twitter (24%), SnapChat (13%), Instagram (32%), Facebook (14%), and Tumblr (4%). (Source)

· YouTube is more popularly used among mobile users i.e. around 50% of YouTube views come from mobile users. (Source)

These statistics help marketers figure out which social media platforms to target. It’s about finding out where your audience is the most active and engaged. Knowing these insights, you can better your chances of increasing traffic on your website.

· More than 49% of people rely on influencers’ recommendations before making a purchase. (Source)

· Compared to other internet marketing options, influencer marketing delivers 11 times higher ROI. (Source)

· The impact of word-of-mouth marketing or influencer marketing has 37% better chances of customer retention compared to conventional advertising. (Source)

All of these statistics are representative of the fact that influencer marketing is a result-driven digital marketing strategy. When done right and with proper strategy, it can rake in profitable results. Targeting the right micro- and macro-influencers can give you access to the right niche of the audience. · As of 2018, there are more than 280 million users on Pinterest. (Source)

· E-commerce companies have been increasingly using Pinterest as a preferred social media platform. (Source)

While Facebook, Instagram, Twitter, and YouTube are some of the most popular social media platforms most companies use, Pinterest has its potential, especially for e-commerce websites.

Email Marketing Statistics

The phrase email marketing might seem like an outdated term that used to work once upon a time. However, marketing professionals will have you know otherwise. With the right strategy, it can be a great way to get qualified leads.

· Over 51% OF recipients of email marketing messages prefer receiving personalized emails as 72% of these recipients respond better to personalized ads. (Source)

· 67% of marketers using email marketing would want to offer more personalized email marketing. (Source)

Using personalized email marketing can be a great way to maximize ROI on inbound marketing.

In the end

These statistics are among various others, describing how the digital marketing world has been changing. They equip you with the insights you need to optimize your digital media marketing strategy. Business Marketing Solutions Group is well-versed in all things new in the digital marketing realm. With us, you can get up to date with these marketing statistics and make use of them for achieving your growth goals. Give us a call today to get started.

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From Passive Observers to Engaged Fans: How Content Marketing Enables Increased Engagement Thu, 05 Dec 2019 15:48:31 +0000 In digital marketing, the word content means any form of media created and shared through digital channels.

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Content – a word vague enough to hold a number of meanings, depending on which context you use it in. When it comes to digital marketing, the word content means any form of media created and shared through digital channels.

But that’s not all. It goes a step further; creating a whole subset of marketing that we now call content marketing. When digital and internet-based applications combined forces to further optimize marketing tactics, content marketing quickly became an effective tool for increasing engagement.

One of the most fascinating aspects of content marketing is its versatile applicability. Regardless of whether you are a part of the FMCG industry, own a chain of automobile dealerships or just a mom and pop shop down the corner, it holds benefits for all.

Over the last 5-10 years, increased scrutiny of content marketing as a separate marketing strategy has shown positive results. Various surveys have proven it to be capable of increasing traffic on websites, improving traction, and earning more ROI.

This is why the use of content marketing for increasing engagement has increased steadily. Companies of all sizes and niches have joined the bandwagon, making it a point to spend more money on it.

In this article, we’ll take a gander at exactly why content marketing is so heavily used across industries. However, before we do that, let’s take a very brief look at what content marketing actually is.

Content Marketing

For those who are not too familiar with the marketing landscape, content marketing is a subset of digital marketing practices. It essentially involves a marketer curating content that is relevant to their target market and industry of business. While majorly consisting of written posts, the content is created in other forms, such as static images, podcasts, GIFs infographics, and video content.

Regardless of the medium a company chooses, the goal of using content marketing is to increase engagement with the targeted audience and address their dilemmas. Since brands are the ones disseminating the information, their audiences find it easier to connect with them.

Benefits of Content Marketing

A Hike in Visibility

It’s no surprise that all businesses want to improve their Google search rankings. As the results promise better visibility and increased traffic on websites, marketers pay special attention to it. And as a result, it has become a key strategy for establishing an online presence. Also, it helps improve your SEO, bringing in more organic traffic.

The way this works is that the algorithms Google has in place match the search query with keywords and other aspects of the content. Most people don’t scroll past the first three pages of the search results. This makes it critical that in order to gain visibility, the website needs to be on those first few pages.

Content marketing can be used to optimize what the marketers share on various platforms, making sure the algorithms index the websites at a higher rank.

Increment in Lead Generation Rates

When your website receives increased traffic, chances are some of them will stay behind. If you play it right on the landing pages, you can convert these visitors into possible leads and eventual customers.

These leads can be regular customers interested in purchasing what you’re selling. Or it can include B2B leads that offer a possibility of large scale business. Conventional marketing efforts, such as referrals, do work. However, it widens the horizons of possibilities.

A Stamp of Credibility

This is not to say that consistent content sharing will automatically make your business seem more credible on its own. However, it does lend a hand.

If a customer is able to find relevant information on your own website, answering their anticipated questions, they are likely to stick around the website longer. This makes your brand come across as considerate of the visitors.

It also shows that you are truly an expert in your area of business. This will prompt them to trust your authority over the subject matter.

Making Genuine Connections

Using blogs, videos, podcasts, etc., is a great way to educate your audience. Being an industry expert, you can share insights and information that you truly think will be helpful for the consumers.

However, that’s not all it is useful for.

Consider your brand from a consumer’s perspective. You are a faceless corporate entity that is trying to sell them a product or service. That’s all. There is no human element. As a result, the consumer finds it hard to relate and build a connection with you as a brand.

Using videos, photos, podcasts, and blogs, you can add a human element to your company. Seeing a face or faces associated with the brand, the audience will find it much easier to connect.

You can use it as an opportunity to show that you care about the audience and not just the money they decide to spend on your company. This can help make genuine connections that, when nurtured properly, can lead to life-long loyalty.

These are only surface-level benefits of content marketing for increasing engagement. There are other technical benefits that can improve other digital marketing metrics, along with engagement.

In the end, content marketing holds a lot of potential for increasing consumer engagement. There are only benefits to gain and no side effects of putting in a little effort towards optimizing your content marketing efforts.

Whether your target marketing is a very specific niche or a larger population, there are chances of improved consumer interactions. The Business Marketing Solutions Group can help you come up with a detailed strategy and content schedule to start improving your consumer engagement.

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Pay-Per-Click Marketing – The Factors Every Marketer Needs to Know Thu, 21 Nov 2019 22:44:36 +0000 With pay-per-click marketing still deemed useful and relevant by digital marketing agencies, there are a few factors marketers need to remember.

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Clichés are like old wives’ tales. They exist for every part of life; from pregnancies and childbirth to planting trees and cooking, there are clichés everywhere. For the most part, these run-on tales are just that – tales. However, some of them can be spot on.

You might wonder what we could mean by that, considering that we are talking about marketing here. We are talking about a popularly-held business belief, which says that one never takes money without spending some before.

This might be an axiom but it holds a lot of truth.

When it comes to digital marketing, organic growth is a part of it but it’s not totally without some investment. Both money and time need to be invested to ensure you get the best pay off possible.

There are many ways you can spend money on marketing. From paying for Facebook ads to keyword optimization, you can do it even on digital platforms. Pay-per-click marketing or PPC is one of these areas.

From the moment it became a strategy in the realm of marketing, brands have been using it left, right, center. Since it requires money to start working, it is an investment. When done the right way, it holds great value for the company.

However, before you take the dive into PPC, you need to know that it is a science. And like other types of sciences, you need to be aware of the facts that go along with it. Here are some of the most common pay-per-click marketing facts:

Conversions higher than the organic

Well, the entire premise of pay-per-click advertisement is to increase website traffic to more than what it attracts organically. So it shouldn’t come as a surprise that it does that.

You get options to market a campaign, product or launch in-text ads, affiliate marketing, banner ads, etc. and pay the search engine or affiliate to promote it. Compared to the organic approach, this puts your business upfront and provides better visibility. As a result, your website has more chances of being clicked on.

It’s not just the Positive Keywords that Matter

Whether you’re a marketer or not, everybody knows what keywords are. The competitive nature of Google’s algorithms makes it so that proper optimization of relevant keywords can change the game for your website.

Of course, it takes its time to improve search engines and ranking and divert traffic to the website. However, it is certainly doable using the right tools. One of these tools is negative keywords.

As the name of the term suggests, these keywords are those that indicate what the audience doesn’t look for on your website. Knowing what people are not likely to be interested in your offerings can be just as effective as knowing your target market.

What this will do is give you the terms you should not target. This prevents your ads from being displayed on unqualified searches, saving you money. Instead of wasting money there, you can use it in places that will produce results.

Mobile ads do much Better

There is a lot of focus on mobility and wireless technology; all for a reason. Excessive use of smartphones and other wireless devices has increased the importance of having responsive websites.

Also, it’s a known fact among marketers that Google and every other search engine under the sun love mobile. In fact, they have incorporated it into their algorithms. When it comes to PPC, having a mobile-optimized site means better indexing and search engine ranks.

High click-through rates equal to lower cost-per-clicks

Click-through rates are of utmost importance in PPC marketing. They define the average rate of how frequently your ads are being clicked on. Also, these are an important part of the Google Quality Score rating system.

Good CTR scores impact the amount of money you’ll have to pay per click. The better score you have, meaning the better your ad does in terms of getting clicked, the less you will need to pay for your PPC campaign.

PPC doesn’t have to be costly

Yes, you have to pay for PPC marketing. You pay for the search engine to put your ad in more opportunistic places so more people can see it. The good news is, the price doesn’t have to be very hefty.

Draped in misinformation, there is a myth that PPC campaigns require huge cuts in the marketing budgets. And yes, you can definitely spend thousands on your PPC campaign but it’s not needed.

You can see positive results on almost all levels of budgets. The scale of those returns might be different but it’s not impossible to get higher returns on smaller investments.

Top-paid ads so significantly better

This might sound very contradictory compared to what was just written above. However, we are here to present you with the facts. And the fact is that the top ads are clicked on more frequently than the other ones.

It may cost you more but it will get you results. The way around having to spend more is to get a better quality score on Google AdWords by using proper keywords and optimizing landing pages. This may lead to better returns on the PPC marketing campaigns.

Final thoughts

All of these facts mentioned here represent an important insight into PPC marketing. By being aware of them, you have a better understanding of what a good PPC campaign requires. You’ll be well informed to make decisions that have a positive impact on your website and its ratings.

If you are ready to take on PPC marketing for your own digital marketing campaign, give Business Marketing Solutions Group a call today.

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Understanding Influencer Marketing – The Concept and Some Examples Mon, 04 Nov 2019 18:59:58 +0000 When it is done right, much like any other marketing strategy, influencer marketing can lead to a boost in growth, high ROI, unmatched sales, and acquisition of new customers.

The post Understanding Influencer Marketing – The Concept and Some Examples appeared first on Business Marketing Solutions Group.

New age marketing gurus are no strangers to the term “influencer marketing”. Among many other trends and hot topics taking over the landscape, influencer marketing seems to have taken a shine among brands.

When it is done right, much like any other marketing strategy, influencer marketing can lead to a boost in growth, high ROI, unmatched sales, and acquisition of new customers. Overall, the concept has a lot of potential.

Most companies make influencer marketing a part of their strategy because of the fact that people tend to listen to other people. However, there is much more involved. Understanding influencer marketing is important if you are considering it for your next campaign.

Understanding Influencer Marketing

This strategy orients itself around influential people as a mouthpiece for a brand. When you combine the words “influence” and “marketing”, influencer marketing can be defined as a strategy where businesses market their offering through people with influence.

The influence doesn’t just mean fame, but a connection with their audience so they can impact their buying behavior and thought process. The goal is to reach out to the influencer’s audience through them and sell the product/service while building a potential customer base for the brand as well.

How it Works

Influencer marketing begins with brands conducting research. The aim is to identify influencers with an audience that aligns closely with the brand’s own target market.

The “influencer” can be a celebrity, sportsperson, YouTuber, blogger, and other social media stars. The requirement is an audience that would listen to them. The brand builds a relationship with the influencer to promote their business to their audience.

For example, let’s assume your brand creates vintage or 1950s inspired clothing and accessories. You would have to find an influencer with a substantial following. The influencer is likely to dress in the 1950s style or vintage-inspired clothing, positing pictures to inspire followers with a similar fashion sense. Somebody like Jessica Kellgren-Fozard on Instagram is perfect for the job.

The influencer you choose will tell their followers about your brand, influencing their buying behavior. Since the influencer already has a connection with their audience, they know what resonates with them.

They would be able to come up with a strategy the audience is more likely to react to. Additionally, the audience trusts the influencer they follow. They will believe in the influencer’s recommendation more than they believe in a brand’s marketing.

However, the influencers don’t do it for free. There is some form of compensation involved. It’s either an upright payment for the promotion or a certain percentage of the sales the company makes from their promotion.

What do the Influencers do?

This depends on what your influencer looks like. In conventional marketing, this would be a TV commercial, billboard or print advertisement featuring a celebrity.

In the age of digital marketing, this involves influencers taking to their social media accounts or blogs to promote the brand. If you’re choosing an Instagram influencer, it would involve them placing your product in a post. A blogger could write a testimonial on their website.

The goal is for them to drive traffic to your website, establish credibility and brand awareness and start a conversation about your brand.

Why Influencer Marketing? – The Advantages

· Conventional marketing strategies are more focused on creating brand awareness and finding people that find the company relevant. With influencer marketing, you already have an engaging audience you can connect with via the influencer.

· Brand visibility is easier to build on digital platforms. Even your SEO ratings will improve. The influencer will talk about the product, which will result in their followers talking about the brand too, boosting SEO rankings.

· Similarly, working with an influencer provides an opportunity to create brand awareness. Instead of reaching the target market from various aspects, you will have your niche audience in one place.

Influencer Marketing Done Right

To showcase the effectiveness of influencer marketing, here are some examples of brands that have done it the right way.

MTV Pants Off

As the name suggests, Pants Off is a sexual education show on MTV. Instead of airing it on TV, MTV wanted to use a different medium to target young people, giving real advice and information regarding sexuality and sexual health. They chose SnapChat for broadcasting the show.

Their influencer was Laci Green, a popular YouTuber known for her sex-ed videos. With over 2 million subscribers on YouTube and a substantial social media following on different platforms, she was perfect.

She hosted the show, inviting other influencers to talk about sex and relationships. The content was made to be relevant for teens and young adults.

The result was each episode receiving millions of views, hundreds of thousands of shares, and authentic conversations among the audience. It also met the show’s goal of disseminating sexual education among young people.

Lagavulin: My Tales of Whiskey

“Parks and Recreation” is one of the most popular comedy sitcoms in the US. Ron Swanson is one of the most quoted and meme-ed characters out of the cast. The character earned Nick a loyal following during and after the show. His sense of comedy and the roles he portrays in shows make his brand even stronger.

Diageo chose Nick to promote to their Scottish whiskey brands, Lagavulin and Oban. The campaign consisted of a 44-minute video that shows Offerman sitting by a crackling fire, taking an occasional sip of whiskey as he broodingly looks at the camera.

The concept might seem a little strange on paper, but it made complete sense for Nick Offerman’s branding and his audience. And as expected, it was a viral hit.


Lastly, Audible has been on that influencer marketing game for a long time. Audible is an Amazon company, selling monthly memberships to people who listen to audiobooks and podcasts.

Over the years, they have collaborated with numerous YouTubers and social media influencers of all sizes to promote the brand. From big YouTuber names such as Tyler Oakley to Jesse Driftwood (photographer), they target a large audience.

Final Thoughts

Examples like these and many others exist in the current market. The strategy enables brands to navigate the saturated and heavily competitive landscape where traction is harder to get.

Influencer marketing, when chosen properly, can get you some of that traction and increase your conversions. To discover how your brand can use this strategy, get in touch with Business Marketing Solutions Group today.

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Understanding the Importance of SEO in Digital Marketing Tue, 29 Oct 2019 13:36:43 +0000 Whether you’re a marketing guru with the basics of digital marketing down or somebody running a small online business, you’ve probably heard the term a hundred times or even more. You might have heard how important it is and, on the other hand, it has become irrelevant.

The post Understanding the Importance of SEO in Digital Marketing appeared first on Business Marketing Solutions Group.

SEO or Search Engine Optimization is a multifaceted tool marketers have been using since who knows when. 

Whether you’re a marketing guru with the basics of digital marketing down or somebody running a small online business, you’ve probably heard the term a hundred times or even more. You might have heard how important it is and, on the other hand, it has become irrelevant. 

The latter is not true BTW. SEO, to this day, remains an important part of digital marketing. 

It’s not just keywords anymore. It has evolved into something of a complete strategy that can change how your business ranks on search engines and how easily your audience is able to find out. 

In fact, the right SEO strategy can be vital to gaining new customers and sustaining a continuous online presence. You need to have a grasp of its essentials to understand its significance and how it can turn things around for your business. 

Not only is it valuable for building brand awareness on multiple digital platforms, but it is also crucial for bringing more visibility to your website. It means more traffic and more opportunities to convert potential leads into customers. 

But before we dive into understanding the importance of SEO in digital marketing, there are a few things you need to know. 

On- and Off-Page Optimization 

On-page optimization is what the general population associates SEO with. This mainly focuses on increasing visibility and traffic on your website. Measures are taken that include content marketing, keyword research, meta tags, and HTML source code. These are used to optimize web pages to improve rankings and bring more people to the website. 

Off-site optimization is essentially the external optimization of websites through link-building and promotions. You’re basically trying to increase the authority of your websites to improve rankings without changing the content. 

Other Elements of SEO 

Keywords are not what they used to be in the antiquated days of SEO. It’s not just about using relevant keywords are much as possible on page i.e. keyword stuffing. Today, the saturation of search engines has made it crucial for marketers to conduct detailed keyword research before choosing them. 

Then there is the differentiation of short-tail and long-tail keywords. Additionally, you can now use keywords in meta details, image tiles, and URLs to improve your rankings. 

Content is the vehicle SEO rides on to improve your website’s rankings, increase visibility, and eventually increase user engagement. Content in SEO and digital marketing strategies comes in various formats that include web page content, infographics, social media posts, listing, videos, blogs, and more. 

Local SEO or geographical SEO is very important for businesses that provide services to a target market limited geographically. This involves using the locations in keywords to further narrow down the reach and target local intent. 

Besides optimizing keywords, local SEO practices involve creating location-specific pages on your website, creating pages on Google Maps and Google’s My Business. 

SEM or Search Engine Marketing includes paid marketing practices. The most common ones are Pay-per-Click or PPC, native ads, Google AdWords, ad campaigns on social media outlets, and banner ads. This doesn’t directly influence SEO but is essential for targeting a larger audience. 

SEO and Digital Marketing 

Now that you have a better understanding of what SEO is, let us take a look at some of the main benefits SEO provides the overall digital marketing strategy for modern businesses. 

Visibility, Rankings, and Web Traffic 

The main goal of digital marketing is to increase brand awareness on digital mediums. SEO enables that function by increasing the website’s visibility and making it easier for prospective customers to find you. 

The more visible your website is – the better Google will rank it. In layman terms, this means that your website will come up higher on a search engine result page (SERP) when somebody makes a search query using the keywords you optimized. 

As a result of improved rankings and better visibility, more people will visit your website. The more people visiting your website, the more chances you have to convert them into paying customers. 

Improved Site Usability 

The SEO practices you use to optimize the content on your website and creating new meaningful content have a direct impact on your website’s user experience and site usability. And as we know, providing seamless user experience is the key to keeping users engaged on the website. 

It also makes your site easy to navigate for search engines. The site’s architecture and links are rearranged so they can be easier to find, simplifying the process of finding information. 


Both on- and off-page SEO plays a huge role in gaining your site authority. Search engines now have algorithms that rely on rankings, backlinks, quality content, and mentions to build authority. This will not only allow you to build trust with your audience but also further improve your rankings. 

Attaining Business Growth Goals 

Digital marketing aims to increase the number of quality leads and prospects so companies can gain new customers, driving sales and overall growth. SEO plays an important part in that. It can help build and increase brand awareness. 

As we’ve mentioned before, it also improves user experience and authority on your website. This will ultimately become essential in attracting, nurturing, and converting users into loyal customers and marking a trajectory toward growth. 

Final Thoughts 

From all that we’ve discussed up until now, you can see that SEO is much more complex and has an equally important digital marketing practice. Business Marketing Solutions Group understands this and also how SEO changes with time. 

We employ the best digital marketing and SEO practices to ensure you attain your goals. Get in touch with us to learn how our SEO services can benefit your company. 

The post Understanding the Importance of SEO in Digital Marketing appeared first on Business Marketing Solutions Group.

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The New and Improved Marketing Funnel to Drive Sales Fri, 25 Oct 2019 16:39:27 +0000 Customer-centrism in marketing has become the way how businesses work. That is why the modern marketing funnel focuses on the customer’s buying experience.

The post The New and Improved Marketing Funnel to Drive Sales appeared first on Business Marketing Solutions Group.

The marketing funnel or most popularly called the sales funnel was three-staged. This funnel became a part of the conventional business model when the world was a completely different place.

The concept of marketing was essentially limited to advertisements. Marketers were more like salespersons, selling themselves to clients so they can get the products they could eventually sell to customers.

For them, the “Leads®Prospects®Customers” model was befitting of what they had to do. They used billboards, magazine adverts, cold calls, and newspaper ads to generate a response from leads. When they would call or write (yes, it’s that old!) to the companies, becoming prospects. And if the marketers said the right things, some of the prospects may even turn into paying customers.

However, the explosive advent of the internet and constantly changing buying behaviors have impacted how marketers function as well. While the sales funnel from yesteryear has strong foundations, it is a bit too simplistic for modern marketing practices.

To maximize their profitability and earn as much return on their offers as possible, companies and marketers have to realign their marketing funnels. The key point here is looking at things from the customer’s perspective.

Customer-centrism in marketing has become the way how businesses work. That is why the modern marketing funnel focuses on the customer’s buying experience or journey. It gives the customers a pathway to follow and marketers the idea of what they should respond with.

But before diving into that, let’s have a peek at the modern customer’s buying process.

The buying process is impacted by many factors.

1. Identifying a Pain Point

This is basically when a customer says “I have a problem”. When people feel some pain, they make the effort to change something. It can be something very basic and categorized as a necessity or it could be something luxe.

For example, consider somebody with a lot of books, including some vintage collectibles. For them, the pain point would be storage. They would need a bookshelf that could hold the entirety of their collection and also fit their place.

2. Looking for a Solution

Once they identify their needs, they start looking for a solution. Taking the same example we discussed above, this would be the time the customer would start researching for book storage options.

They would look at videos of other collectors, search Pinterest for a DIY option or read up on how other people go about storing books.

3. Options?

Pretty explanatory this point. After a customer knows what they need, it’s now about finding the right product. Since the market is chock full of manufacturers and brands, there is a lot of competition to sift through.

For a book collector, this would involve looking at different websites and local thrift stores and furniture markets for the right bookshelf. They might find it Ikea or some novelty store selling antique bookshelves.

4. My Money goes to…

After looking at many options and finalizing a few options, the customer will decide on which one the money goes to. This usually happens after the customer has thoroughly looked at the product details and at reviews.

The customer looking at a possible bookcase will make the purchase one they’re sure it will fit inside their house and all the booked they’ve collected (with room for growth of course!).

5. Coming Back

Unlike what was once believed, the sales funnel doesn’t end when the customer makes a purchase. If the product delivered the value the marketing promised and was up to the customer’s expectations, they are likely to come back.

In the bookshelf example, the customer wouldn’t need to buy another bookshelf soon after. However, they are more likely to come back to the company if they had a good first experience. Also, they will become an ambassador, recommending the company to others who might need a bookshelf.

The Modern Marketing Funnel

Based on this generalized buying process, the modern marketing funnel is aligned to fit the narrative. Each step of this process is aligned with a stage of the funnel. Here’s how:


Well, the first step is planning. This means you start working on your people, processes, and platforms. This involves being vested in the company’s story and streamlining how and why you are in the business.

With market research, you’ll have to find which pain points your product or service solves. Along with that, you have to create a target audience, fine-tune the product and run A/B tests to make sure everything is all set to go.


This step is where you craft intriguing advertisements to make your target market realize they need your product as it solves a certain problem of theirs. The goal is making your audience realize they have a problem and then come up with a solution.

The audience should be able to connect the dots and retain your brand as a possible answer.

Nurturing Leads

This stage for the customer involves researching various options available. For marketers, this is the time to advertise WHY the customer should choose you over your competition. This is where you use value creation the most.

Your USP (unique selling proposition) and the benefits the customer can expect from using your products will come into play. It’s about marketing how your product will make the customer’s life easier. Simply telling the customer how great your brand is won’t be enough here.


This is the point where a lead converts into a customer. From a marketing perspective, this step involves making the process of purchasing easier. This could include simplifying the checkout process, optimizing your website, post-sale services, etc.

You have to convince your customers that they are making the right choice.


This would be when you change your customer into an advocate. You should be able to make the customer come back and bring more prospects with them.

Brands like Coca-Cola and Apple have some of the most loyal audiences. But that doesn’t mean the companies stop advertising and following up with better offerings. If they didn’t, they wouldn’t be able to keep customers interested.

Final Thoughts

The sales funnel has been an important part of marketing for a long time. It has helped companies gain and build a clientele, generating revenues that keep them afloat in a competitive market landscape.

You can learn from the previous versions, but it’s crucial that you improvise, adapt, and evolve to meet changing customer buying processes. This can be overwhelming to figure out. Business Marketing Solutions Group can assist you here and help you come with a marketing funnel optimized to your unique requirements. Give us a call today to get started.

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Elements of Web Design Critical for Small Businesses Wed, 16 Oct 2019 19:43:09 +0000 Everybody on this planet is a consumer. Whether you’re a marketer, financial expert or a homemaker, you are a brand’s target audience.

The post Elements of Web Design Critical for Small Businesses appeared first on Business Marketing Solutions Group.

Everybody on this planet is a consumer. Whether you’re a marketer, financial expert or a homemaker, you are most definitely some brand’s target audience. This means that you make purchases, whether they are necessities or luxury items. 

Back in the day, it was mainly word-of-mouth that was more than enough to convince customers. In this age where even young children have access to computers and an internet connection, a website is an indispensable asset for every business. 

The whole idea of “build it and they will come” only works in movies now, especially for Kevin Costner in Fields of Dreams. However, this is a sure-fire way of losing customers in this day and age. Online presence has now become crucial, especially for small businesses. 

But setting up a fancy-looking website is also not enough to convert consumers into loyal customers. There is a whole realm of web design elements that small businesses can use to make their website both useful and aesthetically pleasing. Here, we’ve given a primer of some of the basic elements of web design small businesses should consider when setting up their websites. 

A Welcoming Homepage 

The homepage is the first thing visitors will see when they click the website link. Not only should it be attractive in terms of design, but it should also have content that enables visitors to find the information they need. It should also be SEO optimized to ensure Google Ranking works in your favor. 

Meaningful Header 

A clear, concise header should tell the user who you are and what you do. It could be very straightforward or very creative. It should indicate what the user can expect to find on your website. 


You can reinforce the header on the homepage with a meaningful subheading. They should convince the user to stay. You can use this opportunity to sell a major benefit or elaborate and provide context to whatever you wrote in the header. 


Consumers like to know what they will get from you. Technical details are important to add, but the homepage should have overall benefits that your company can provide them with. Anticipate what your target market’s main pain points are and list your benefits in accordance with that.  

Easy-to-Navigate Menu 

There are too many websites where finding the right information is a task on its own. This easily turns off a potential customer. Organization is the key here. 

The top of the homepage and every other landing page should have a navigation bar. Users should be able to find the important pages from the bar. If you offer many services and have a long list of web pages for different categories, use hamburger menus to organize the pages so they make sense. 

UX Optimization 

UX stands for user experience. The whole concept is focused on making the website convenient for the user to navigate. Visuals, font, typography and other design elements are important too. That’s what UI or User Interface design focuses on. 

UX ensures a user-friendly layout and an intuitive sitemap to allow users a clear pathway to the information they need. 

Mobile Optimization 

Your website can be pretty limiting if users can’t see and use it properly on mobile devices. Responsive web design ensures that the website automatically renders to the device it is accessed on. 

When a website is mobile-optimized, the dimensions adjust to fit the screen. The images, content, and other design elements scale up or down so you can see them properly. 

Effective CTAs (Call-to-Action) 

CTAs are not just limited to landing pages. Each page on your website should have a relevant CTA, prompting the user to take some kind of action, whether it’s signing up for a newsletter, calling/emailing the company, downloading a file, requesting a quote, etc. 

You can use your market research to create relevant and effective CTAs. Often, these combined with time-limited offers can be great for lead generation and conversions. 

Accessible Contact Details 

There are a couple of ways you can add contact details on your website. The first most obvious one is setting up a separate contact us page and putting it in the header and footer of every webpage. 

If your business provides direct services, such as emergency electrical repairs, house painting services, food delivery, etc., you can mention the phone number on the top of the webpage. 

You can also add social media links in the footer or heart of every page. 

An “About Us” page 

Unfortunately, many small businesses don’t pay attention to the “About Us” page on the website. This is a lost opportunity as it can help build a connection with your customers and your brand. 

You can tell your story and make your company more personable. Write about how and where you started, why you’re in this line of business, your mission, vision, company goals, etc. 

SSL Certificates 

SSL certificates are essential for every type of website. They ensure that whatever personal information the users provide on the website is encoded and theft-proof. Hence, they are even more important for online businesses that require credit card information for purchases. 

If your website doesn’t have an SSL certificate, browsers like Google Chrome will show a “not secure” sign. This is the fastest way to lose a potential customer. Additionally, the lack of SSL certificates also hurt SEO rankings. 

Basic SEO 

Lastly, the content you decided to put on your website will impact whether people will be able to find it on Google or not. SEO practices should be integrated on your website from the get-go. 

Since most small businesses don’t have a complete grasp of SEO at the beginning, hiring an agency that specializes in it is a great option. They will ensure the right meta tags and keywords are used to improve your ranking and make your website easy to find. 

In the end, adequate planning, knowledge of your users, and a growth strategy are all you need to focus and let the professionals take care of the rest. In conjunction with a professional web developer, you can establish the criteria for your website. 

Business Marketing Solutions Group can do that for you. Get in touch with us to get a quote customized for your business’s needs.

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