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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.