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We all know digital advertising is a huge part of marketing and digital advertising mistakes are prevalent. In fact, many marketers make these mistakes without even realising it. That’s why I am writing this article to help you identify the digital advertising pitfalls that will lead to wasted spend in your budget. These digital ad mistakes include over-targeting, measuring the wrong metrics and using a poorly designed landing page (among other things). Let’s explore each mistake so you can avoid them when doing digital advertising for your company.

Stop Over Targeting

When marketers over-target or “Spray And Pray”, they face the risk of wasting your marketing budget on inefficient impressions. There are many ways digital marketers can make less intelligent decisions when targeting a demographic. There are consequences to that: sending ads to people who have no interest in the product or service being offered, using irrelevant keywords or paying too much attention to social media followers instead of customers.
Advertising to people who are not interested in what you offer is completely fruitless for both the marketer and the consumer.
When targeting a specific audience, it is important to pinpoint exactly the type of customer you are aiming at and what they want to get out of your service or product. Look at those customers already following your account and see what they like or dislike about the product or service offered by studying their social media profiles with tools such as Social Blade or the Offernet Touchpoint platform.
The digital advertising pitfall of using irrelevant search keywords in search campaigns is another mistake to avoid. Keyword and negative keyword research and selection is a very important part of digital ad campaigns since they determine the quality of traffic you receive from search engines like Google, Bing and Yahoo.
For example, suppose your digital ad campaign targets users searching for car insurance. In that case, it will be useless to use keywords such as ‘cheap windscreen repair’ because those people have no interest in what you’re offering at the moment. If they want cheap windscreen repair services, then they will seek them out, so doing this digital advertising mistake would be futile for both parties.

Know How To Measure Success

Social Media Marketing is important for any business, but if marketers do not know how to measure its effectiveness properly, they are better off spending their money elsewhere. One digital advertising pitfall marketers often make is focusing too much on follower numbers.
This digital marketing mistake means they are more concerned with growing their account numbers than converting social media followers into paying customers. Suppose a company creates an account for the sole purpose of digital advertising. In that case, this digital error will be obvious to users, who will then unfollow or mute the account and follow other pages that make their digital advertising experience better.
Focusing on follower numbers is a digital marketing risk because social media accounts with small amounts of followers can be very active without gaining many real customers. Follower counts are also highly affected by bots, which you don’t want to attract if digital advertising is the main purpose for having a social media account.

Improve Your Landing Page

Design your landing page in a way that meets the needs of the target group you want to reach. Ensure that every detail is relevant and useful for people who are looking for what you offer so they’ll be more likely to sign up or purchase, not get distracted by superfluous information, and experience frustration.
Mobile users now interact with websites more than desktop and tablet users combined. Advertisers should ensure all images and text are responsive and use call-to-action buttons that are TAP properly positioned and sized.
Re-market to past website visitors
Re-market to prospects who have visited their landing page and assessed the page but not converted. This will give a final chance to convert those visitors that have already interacted with the company’s branding for them to go through with the conversion after more thought.

If you’re digital advertising and marketing savvy, digital mistakes are less likely to happen. You should be aware of over-targeting, know how to measure success, improve the landing page and re-market past website visitors for conversion purposes. Preventing these digital marketing errors will lead your efforts in a better direction!

You want more customers. Generating leads to turn them into prospects is key, but without a large budget and full-time staff dedicated to lead generation, it can be difficult for small businesses.

Luckily, you don’t have to pay an arm and a leg for lead generation – there are plenty of ways around this with digital marketing! In this article, we’ll go over 4 lead-generating tactics that will help your business generate leads quickly and easily.

Use lead magnets.

Lead generation is about trying to attract someone’s attention with your lead magnets, the content you produce that is typically used for free in exchange for contact information such as an email address.

This is an effective way of generating more qualified leads because you’re providing them with valuable, free resources and they have no reason not to provide you with their email address or any other personal details (within reason) when signing up.

The lead magnets can be anything from e-books on a certain topic which might cover how they were able to generate more conversions through marketing automation software like HubSpot, access to exclusive webinars about topics important in your industry such as digital advertising techniques, downloadable workbook templates detailing different sales processes within your company etc

Ask for a referral.

Recently, I was talking with a colleague about what lead generation strategies work best for our clients. We realised that asking customers to refer their friends is one of the most effective lead-generation tactics we have available!

This strategy works well because it’s in consumers’ nature to want to share information and ideas with others they trust. They also don’t see referral requests as sales pitches so much as they do advice from someone who cares deeply about them…someone who can help make things easier!

Make your business discoverable.

Posting blog posts on your website and linking them to other sites will lead to more search engine rankings, allowing people to find you in their feed when they use google or another search engine.

These types of articles also have the potential for social media shares: people may share it with friends who are looking for similar products or services, as well as provide a link back to your site if someone is interested in checking out what you offer.

It can also lead to links from other websites that want you to post content about related topics–and, again, increase web traffic towards your business! Blogging has a lot of benefits, but one thing it does not do is take up time without giving something back.

Advertise your business.

Before starting any lead generation ad campaign, data should be your number one priority. Track leads behaviour across different parts of your organization so that you can make more informed decisions for improved campaign optimisation. Here are some of my go-to advertising solutions:

  • Google Adwords is a cost-effective lead generator, and it has the added bonus of being very targeted. You can run ads to reach your ideal customer using demographic information such as location or age range.
  • Facebook Ads are another tremendous lead-generating tool because they allow you to reach people who have shown interest in your products and services by “liking” your page on their profile or clicking on one of your posts. The benefit of these platforms is that they offer an instant return on investment which means they’re also less expensive than traditional forms of advertising like radio, print media, etc.
  • Offernet’s Touchpoint platform provides a single media buying and data management interface for both Google and Facebook’s advertising ecosystems, as well as integration into SMS and email marketing. This makes it easy to advertise your business using multiple channels simultaneously.
  • Your business’s credibility and performance improve significantly when you have an effective landing page. Here is an article about five things you should do to increase your landing page’s credibility.

Digital marketing may seem daunting, but not with the help of Bastion & Flowe’s in-house strategist to run your campaign. Book a free consultation today and see how we can work together to turn your investment into success and grow your business.

With the staggering amount of internet data currently being generated, it’s no surprise that marketing tools and channels are such a critical part of our marketing lives. The sheer volume of data available to us means that marketing a product or service often requires innovative thinking: using cutting edge tools like social media, building interactive websites with mobile-friendly design, or coming up with new strategies for e-commerce.

A study by Hubspot found that companies typically use around 12 different tools at any given moment to collect and collate data from the various digital channels that they may be employing. But the collection and analytics processes can be both time consuming and confusing, and it comes as no surprise that over 60% of marketers want better integration between processes for sharing information between these tools.

Due to the influx of information now being taken in, it is becoming tougher than ever for marketing teams to recognise valuable insights from data. The number of data points available to companies has grown exponentially and marketers need an intelligent nerve centre that allows them to track digital moments and integrate with platforms such as Instagram and Facebook where their customers are spending more time than ever before.

It’s within this tech landscape that many marketers are recognising the importance of a digital command centre to allow their teams to identify and understand KPI’s that can help them determine the impact of certain ad campaigns, promotions, products or services. CMOs must ensure that relevant insights gleaned from digital channels, such as online discussions, go to the places in the organisation that can use them. Companies that use their digital command center’s intelligence, identify key moments and respond appropriately.

Setting up a digital command centre can be overwhelming, but for many it has been worth the focus, particularly in realising specific business objectives. Recently, more and more CMOs have begun to realise the potential of building a digital command centre, by extracting value from their investment in increased lead generation and consumer confidence.

In lead generation advertising, landing pages play a significant role in converting visitors into leads. A lead is someone that has given you their contact information and opted-in to whatever offer or service you are promoting.

A lead generation campaign’s success relies heavily on the landing page because it needs to be credible enough for prospects to give out their personal info and opt-in – otherwise they will move onto your competition. Here are five ways you can improve the credibility of your landing page:

1: Use real testimonials from real people with pictures or their organisations details

Customer reviews and testimonials on your landing page demonstrate that you have happy customers who use your service or buy from you regularly. If you have real testimonials from customers and not actors, this will lead to a higher conversion rate as prospects will be more likely to believe these are authentic.

2: Add Helpful FAQs

Providing answers to questions that prospects may already have will lead them to trust you more and convert faster because they feel like their doubts have been addressed.

It’s really important to be helpful, forthright and honest with your clients because it can dramatically increase the amount of leads coming your way. Providing FAQs is a great strategy to generate more traffic on your landing page – which you want for lead generation campaigns as an inflow of leads will make a sell much easier.

3: Show Your Main Features Above the Fold

If you offer features such as free trials, money-back guarantees, or flexible plans, then these features should be shown from the moment someone enters your site. This way visitors know what they’re getting into before completing the contact form and converting. It also reduces friction by increasing visibility

4: Display Trust Seals

Trust seals give a sense of credibility to lead generation landing page visitors and pages with trust seals convert better. There are a number of ways to display trust seals on lead generation landing pages, but experts agree that the most effective way is by using logos and badges from established organisations like TRUSTe or BBB Online with your lead generation advertising campaign’s logo.

This technique implies two things: firstly, your lead-generation ads have been approved as trustworthy; secondly, you’re not in it for the money alone – there must be something more important at stake than just getting people to click through. As such, this method works well if you want visitors feel confident about parting with their personal information when they buy products from you–they know where their data will go and what it’ll be used for (even though you may have already stipulated it in your lead generation landing page’s Privacy Policy).

5: Increase Page Load Speed for Greater Impact

Sometimes people are apprehensive about lead generation landing pages because it takes too long for the content to load. If this happens, then not only will those potential leads leave without converting but also those reading reviews may not want anything to do with your business after reading negative comments from others who experienced lengthy loading.

This is why lead generation landing pages with a fast loading time are more likely to perform better than those who don’t. But, if you’re not sure how long your lead generating landing page takes to load on an average computer, then try using the Google lighthouse page speed application that measures website performance and provide suggestions on how you can improve your landing pages speed.

You need to make sure your website is fast, informative and trustworthy. Ask yourself the following questions when it comes time to design a new site or update an existing one. 1: Do you have testimonials from real people with pictures? 2: Does your main features and benefits appear above-the-fold? 3: Are there trust seals displayed prominently such as VeriSign Secured Seal Certificate? 4: Have you tried using Google PageSpeed Insights Tool in order to optimise load speed times for greater impact?”

If these five tips have been helpful then I hope you will check out our other articles ‍about how to improve lead conversion rates.

The renowned contrarian Bob Hoffman and other traditionalist Don Draper-style marketers may have a point when they say that advertising is being replaced by so-called ‘Maths Men.’ They may say this with a snarl of condescension, but the fact remains that digital advertising, and more particularly the digital feedback loops associated with it, is doing wonders for advertising creativity.

Current-day marketers know and understand that the advertising industry is in a state of flux. Gone are the circulation numbers to sustain certain newspaper titles and traditional TV viewership is busy taking a series of unrelenting body blows. The facts are inescapable. Today’s audiences are consuming their news and viewing pleasure via the internet and, as a result, advertisers are finding themselves in an unfamiliar environment where there’s little to no control over what people see and when they see it. Enter programmatic!

Programmatic advertising is becoming increasingly popular as a way to regain this lost control by using data to create targeted ads that will be shown at optimal times for specific audiences. While programmatic advertising provides better creative intelligence, it’s important not to get too carried away; it should NEVER be allowed to replace creativity and the human touch needed for effective marketing campaigns as data can only offer so much insight into an audiences’ preferences. Effective advertising is all about relevancy to the target audience and, with more people being exposed to this technology on both sides – advertisers and consumers – there may be a rise in creativity that could revitalise the ad industry!

Like all good things in life, there are caveats!

With the development of a more privacy-centric internet, lazy marketers who used broad “set-it-and-forget it” programmatic campaigns with no personalisation, will soon be left out in the cold. Apple’s new iOS privacy changes and the inevitable death of the tracking cookie has forced marketers to make sure that they understand their customers before they use generic messages. Forward-thinking creative agencies will make sure that they understand their clients customers with the first party customer data that they have at their disposal and then design creatives that each market segment would find relevant.

Through a series of strictly monitored campaign iterations, agencies can see what creative executions resonate with particular audiences and then make adjustments to ensure optimal campaigns for their clients, whilst always maintaining agency standards of quality. In a world where there are thousands of ads shown every second, agencies need this data-driven process if they want their work to be relevant!

Technology has made it easier than ever before for agencies to create campaigns tailored specifically for each audience that they’re trying to reach through onscreen media such as video or social media. The data feedback loops from each and every touchpoint the customers encounter through their digital journey, provide valuable insights to the agency. Information such as how consumers interact online when viewing the ads, allows the advertiser to unlock valuable information around consumer behaviour, including purchase and upsell opportunities.

At the risk of over-stating the obvious, the future of digital advertising is the practice of data collection and interpretation in order to generate relevant messages in a creative way. The specific target audience, as oppose to a generic spray-and-pray method like broadcasting to a broad market, will lead to more successful advertising.

To the advertising industry professionals who cling too tightly to the past and advertisers who are not creative enough with their campaigns, digital, and more specifically data, provides hope for all. To the “Mad Men” wannabes who bemoan the “fact” that programmatic has killed creativity, and to the “lazy” spray-and-pray programmatic advertisers, I quote Bob Dylan: “If your time to you is worth savin’. Then you better start swimmin’ or you’ll sink like a stone. For the times they are a-changin’.”

Traditional print advertising is great and it’s been the cornerstone of retail advertising since the invention of the press. However, the sad fact of the matter is that every day brings new challenges to advertisers as they face severe limitations around their print campaigns. They’re currently hard-pressed to find ways to maximise their reach by printing less and, even before the Covid 19 pandemic, they’ve actively been looking for other ways to reach their audiences.

In 2006, the Association of National Advertisers reported that 40% of marketers increased spending on digital media and 38% decreased print by 20%.

The print industry has been impacted by a variety of new challenges that impair its ability to reach demand, such as the scarcity of papers and the high cost of imports due to the global shortage in shipping containers.

These limitations have encouraged many advertisers to increase their budgets for digital advertising instead, which provides more measurable metrics and allows them to better monitor insights such as:

1. Reach VS Distribution

Whilst advertisers are limited to the number of printed issues distributed, with digital it is possible to see how many unique people are reached at an impression level. Additionally, these new metrics may provide better insights and offer more accurate reporting than just “number of printed issues distributed.”

2. Personalisation that scales

Digital advertising provides the ability to target a specific audience better and scale up quickly where necessary, allowing full control over what content goes where without concerns about having enough inventory for print campaigns. This gives advertisers the opportunity to reach different audiences with tailored messaging.

3. Rapid testing of new messaging and ideas

Digital allows advertisers to explore what content resonates with people more than other forms of media, which should ultimately lead them to a better understanding of how best to communicate about their products or services. This means they’ll be able to reduce the time spent on finding the perfect creative message for each campaign since digital is so easily measurable by conversion rates, click-through rates etc.

Digital also allows advertisers to quickly tweak out messages that seem less effective in driving conversions or engagement between audience groups – meaning it doesn’t take long before you know which message or offer has proven most successful at generating results.

4. User share content on social media

Many people are looking to social media, such as Twitter and Facebook, for their news, which means that they are captive audiences ready to soak up information that is relevant to themselves. Added to this, digital content is extremely easy to share across these networks, without having to print out a physical copy of a brochure or catalog.

This has become increasingly prevalent as more and more people look to the convenience of simply going online to get the specific information they require. The ability to share information is an added bonus for users – they can instantly recommend products or services across a broad network of acquaintances, something which is not easily achievable with print broadsheets or catalogues.

5. Cross sell and upsell

Digital marketing has the ability to cross sell or upsell products to users who have bought specific items in the past. Marketers find that this is a great way of keeping these customers engaged with their company; it can also be made into an automated process which means that when customers come back, they are more likely to buy again, as well as recommend the product or service to others.

One is not advocating that marketers should not be using print but there is a strong case for using digital to supplement and amplify print campaigns. There is no arguing the fact that digital advertising has the ability to achieve more personalised content, is highly measurable and ultimately can provide precise metrics such as Return on Ad Spend (RoAS).

When faced with the question of what budget should be allocated for specific campaigns, advertisers should use digital to complement their print in order to drive deeper insights that are not available through print alone. This will help marketers extend their advertising reach with a relatively precise knowledge on the efficacy of their campaign.

In the modern age, it’s more important than ever to have a website. But just because you have one doesn’t mean that people will visit or buy from it. That is why digital marketing has become such an integral part of the world we live in today.

This article discusses 7 questions every business should ask themselves before creating their next website, and how these will help them fit into this new world without sacrificing what they do best.

1.  What do you hope to get from your website?

This is the most important question. What is the main objective you need to achieve with your new website? It might be to generate more leads, or sell more products.

What are your goals? Do you want people to sign up for membership on a blog or newsletter? Is it important for them to contact your company through the website? What about finding out how much they can spend towards an order online before contacting sales support? The answer will help determine what type of CMS framework is best suited for you and the features that should come with it.

2.  Who are your customers?

Who will be the primary users of your website. Is it for children? Adults? Young Professionals?

The first step to building a website is figuring out who will be using the site. What age group are they in, what gender identity do they have, and most importantly- what social media networks would best reach them.

If you understand your customers and where they spend the most of their time online you can build a website that delivers a more relevant experience to your prospecting customers.

3.  How do they access the internet?

When building a new website, you should be sure that your site is optimised for mobile phones. Users may become frustrated and leave your page if they are unable to download the content on their phone.

If you are targeting people using a mobile data connection like 3G, make sure that your site loads quickly and does not get bogged down by heavy images or video content. If your website is too complicated or takes a long time to load, it will be frustrating for users.

4.  Should you customise their experience?

If your audience is mostly Western, it may make sense to build an English language website. If you’re more of a global company or are targeting international audiences, then it’s worth considering other languages and their corresponding alphabets as well in order to reach the largest possible audience with one site.

5.  How often do people visit your website?

Its important that your content be dynamic and updated frequently enough so that visitors can find fresh information about topics they care most about while also maintaining some semblance of consistency from page to page. A blog post should probably be published at least once every week but frequency could vary depending on how often you have new things to share with readership categories like infographics or podcasts might warrant updates more often than say a static page about your company’s history.

6.  What questions are they asking Google?

Are they looking for a product, service or solution? If so, what are they trying to do and how can you help them with that? What information is needed to fulfil their need from your company and why should someone trust you over the competition? How will this purchase benefit them in the long-term? Who else has had success with these products/services or solved similar problems before? Where did they find out about it (what search terms were used)? Is there something unique about your website content that sets you apart from others?”

7.  How big is your budget?

Your budget will determine the type of website you can create.

If you are on a tight budget, then think about what your business needs most from its site and design accordingly – for example, if SEO is important to you, prioritise that in the content strategy phase. If it’s not an option but mobile optimisation is high on your list of priorities, make sure this becomes part of the design phase.

Prioritising during each stage means less chance for errors to crop up later down the line as work moves towards completion which could result in costly backtracking and time wasting mistakes due to too many cooks stirring with no clear idea of where they are headed.

It has never been easier to get your digital marketing projects started. Schedule a free digital consultation today and let us help you maximise your Return On Ad Spend. Our digital marketing consultants will work with you to understand your project and utilise their expertise to improve conversion rates.

You might think you’re doing a great job as a digital marketing manager if your website traffic or facebook followers has doubled over the last year. But, is that really a good sign? What does it actually mean for your business to have more people looking at your site or following you on Facebook? How many of those visitors are converting into customers? Do they stick around and come back again and again? Vanity metrics can be exciting to point to if you want to appear like you’re improving but often aren’t actionable or related to anything you can control or repeat in a meaningful way.

Successful performance marketing is only as good as the metrics they gauge. These are defined as any type of measurement that can be counted and has a measurable impact on your bottom line.

Without performance metrics, agencies can’t be accountable to their clients and are flying blind. Performance data points like conversions or leads help them know how they’re performing against other publishing efforts from month-to-month so that all of your hard work isn’t going unnoticed – without accountability you could lose out on potential revenue!

A new study by Contently has found that the most successful brands are not focusing on vanity metrics like social media followers, likes and shares but instead they’re going for high-impact content such as quality engagement. The emphasis is put more heavily on getting customers to interact with their posts in a way that will have long term benefits rather than short-term gratification from constantly checking analytics reports about how many people liked your post or who shared it first.

While other tactics may get you some quick wins along the line (like amassing an impressive follower count), what really matters at this point in time are ROI measurements; “loyalty conversion rate” that shows how often followers buy something from you post-following.

ROAS is a measure of how successful your marketing and advertising investment has been and one of the most popular metrics for our clients. Given that it measures whether or not what you are spending money on has proven worthwhile and effective in generating revenue for your company, its importance to the long-term success of your business can’t be overstated.

Marketers who insist there’s no way to measure ROAS on specific campaigns are wrong – in most cases, where the customer journey is not incomplete, only two possibilities exist for when it might be difficult: either your solution is inadequate or your customer journey needs simplifying. Business of any size experience these pitfalls constantly because few can understand the process well enough and fewer still sketch out a clear path.

An agency can measure performance by looking at the data on websites, social media accounts, email lists, or any digital property that is up and running. Once metrics have been identified as critical for measuring success of digital marketing efforts are decided upon (i.e., monthly), an agency should set a goal in terms of what it wants those measurements to look like on average each month—this would be considered your baseline metrics.

We often find that marketers lack understanding when targeting customers who may visit a website but not engage or convert through their first interaction, irrespective of the platform. Companies and brands ideally need to engage with customers by building a complete customer journey that connects data from all touch points to create a single customer view.

To solve this problem and help companies improve their lead conversion rates, we’ve created a customer journey framework that details key metrics (or OKRs) for each customer touchpoint. By monitoring these metrics, digital marketing managers are able to avoid vanity metrics and drive better returns on ad spend (ROAS) by providing actionable insights via journey mapping, sentiment analysis and cross- channel analytics.

Hiring a Google Partner like us will give you many benefits. We’ve been doing this for years and we know what it takes to get your business on the map in no time at all. With our support, you can rest assured that your campaign will be handled by experts who are qualified to do so. We have an in-depth knowledge of Google Ads and how they work, so we can help you make informed decisions about which campaigns to run or not to run, depending on what best suits your needs.

Whether you’re looking for help with a single project or a bigger, long-term partnership, Google Partners have the resources and expertise you need.

What is a Google Partner?

A Google Partner is an advertising agency or third-party that manages a google ads account on behalf of other brands. Bastion & Flowe are recognised and badged as one, so this means we have a great knowledge about the advertiser’s needs to help them get their business on the map in no time at all. By hiring us for your campaign you can rest assured it will be handled by experts who know what they’re doing!


What are the benefits of working with a Google Partner?

Working with a google partner agency is also advantageous because you know that our team have had the approval of Google and will use their knowledge to promote your business effectively.

We are able, (as an example) to set up conversion tracking so we can see what’s working best for your campaign – and more importantly why it’s not working well. This is invaluable information when trying to make improvements or determine changes in strategy.


Some other benefits that Google partners enjoy are:

Support from a team who has been through everything before, so can help guide you towards success On top of this we have access to new tools and offerings that most other agencies will not be able to offer their clients. We are also supported by account managers who will work with our dedicated teams in order to ensure all requests or needs are met! Our team is experienced enough (and too kind) not only know how things should be done but where improvements need making. As such they’ll be there every step of the way – helping you do what it takes for your business’s campaign strategy to succeed.

We love to share our knowledge and expertise with the people we work with, as this is what will make us stand out. We’re not just a Google Partner agency, we’re your trusted marketing partner who wants you to succeed. With years of experience under their belt in all things related to search engine advertising, it would be foolish for any business owner or entrepreneur not to bring them on board when they are embarking on an online campaign.

In addition, if you choose Bastion & Flowe as your company’s Google Ads Agency then you’ll have access to a team that has decades worth of combined industry-specific experience across various industries like retail e-commerce and travel services.

contact us today for a free consultation and learn how we can help your digital marketing.