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5 effective online marketing tactics for social entrepreneurs and startups

To promote the sites, companies and projects try different techniques and techniques. The result can be achieved by an infinite marketing optimization, sure (crowdsourcing platform to help start-ups in the field of branding by experts in this field).

High employee consistency

As a co-founder of a startup in a highly competitive field, I quickly realized that we had to try new promotion techniques. After numerous trial and error, we found some really effective tactics. Although our startup did not survive, his lessons became invaluable to me. Here are some of the techniques that have proven most effective in our project.

But first, the most important point. For marketing success, a high level of consistency between the marketing, development, and technical teams is critical. Technicians must understand marketing and marketers in technology. In the modern world, technology plays a significant role in marketing optimization. Therefore, it is important for all departments of your team to be aware of a common cause and common perspectives.

1. Customize the site for different users

People come to your site as a result of various campaigns and through various marketing channels. Depending on where and by which campaign visitors came, they differ in “expectations” and “sales steps.” In other words, users are at different stages of getting to know the product, and they have different expectations from what they want to see on the site.

For example, they come to you “on coupons.” For such an audience, in most cases, discounts and products on stocks are interesting. And those who come from Facebook want to learn something new, interesting and inspiring. Only after you “carry them” do they move on to prices and other practical information. Many marketers spend a lot of effort into optimizing a landing page. Their goal is to make it consistent with the campaign that “brought” customers.

After the start page, it would not hurt to take up the rest. Even subtle (small, barely perceptible) changes in the content of the entire site increase conversion by 20% or more. These changes are made in order to “tailor” the site to the needs and interests of the currently prevailing category of visitors.

Examples of such changes:

  • Automatically changing the algorithm for sorting products by pages depending on the campaigns for which customers come. If the campaign is “tailored” for coupons and discounts – displaying products with maximum discounts on the first pages;
  • quick updating of banners on the home page. In the case of the same “discount” campaign – automatically show and update the banner “Discounts” (“Sale”) as the main banner;
  • automatic “implementation” of dynamic (changing) content throughout the site depending on the visitor. For example, show sections “in trend” and “lookbook” to those who came after campaigns about the latest in the fashion industry.

You do not need to invest in super-sophisticated personalization technologies in order to improve the “dynamic” capabilities of the site. We used the Google Tag Manager to “identify the customer” and download content tailored to it. Here are a few steps to implement the idea of “dynamic content” with Google Tag Manager.

  1. Contact 4–5 people representing your “target buyers”.
  2. Target each campaign to one of these specific people. If you use UTM tracking in your marketing campaigns, you can add an “extra variable” to your URL. The goal is to provide the user with more relevant content. UTM tags are parameters (variables) that contain additional data. They are added to the landing page URL and allow you to transfer additional information about traffic characteristics to web analytics systems. When using UTM tags, you can track and analyze most traffic sources, but many advertisers either do not know about their existence or use them incorrectly.
  3. Then, in Google Tag Manager, you can specify settings that dynamically update predefined “content zones” on the site, based on the user.
  4. You can use JavaScript in the rules of Google Tag Manager to automatically set different sorting orders for your offers (depending on the user).
  5. You can track the increase in conversion resulting from the use of “dynamic content” in Google Analytics.

Think of your site from the point of view of a competent seller. Such a seller understands the context of buyers and speaks a language that resonates with most of them. You can gather a lot of information about site visitors using the targeting criteria. Use this information and personalize the content of your site and its landing page in order to better control the visitor’s “movements” on the page.

2. The campaign should be as detailed as possible.

Many sites conduct “integral” (not divided by areas) campaigns aimed at people of different ages and interests. That is, everyone has the same information. I suggest acting differently. If you run a campaign on Facebook, create a detailed division of your ad sets (sets of advertising) into groups and areas.

This way you can easily identify well-performing segments that produce the best results. For example, my current startup is targeting entrepreneurs “in the early stages of business,” who may need help with branding. In this case, a detailed sorting of advertising content into groups will help you understand which of them works best.

campaign DGW

Of course, this method can lead to additional costs. But in the long run, they are more than justified. You will get the opportunity to find the “pearls” among your entire advertising arsenal as early as possible and not spend money on segments that do not bring a return on investment.

When you optimize “ad sets”, change no more than one indicator at a time and measure the results. For example, do not change the content of the ads, the targeting criteria, and the number of costs for attracting a click. Otherwise, you will not know what exactly led to the growth or fall of the campaign results. Keep a journal of changes so that they can be tracked.

When you document all changes within 30–45 days, you begin to see interesting trends. For example, an advertisement with a time limit for an offer (“Only 5 hours left!”) Shows better clickability than without specific dates (“The sale will end soon!”).

3. Reasonably segment your “redirected” audience

Reconfiguration is a great strategy to turn recent visitors into customers. Additional segmentation will allow you to move even further in this direction.

First, you need to exclude all those who “jumped” from the site, only by going to the main page. This usually means that they are not interested in our services. I noticed a significant increase in ROI (return on investment, in this case – in advertising), excluding those who left the site immediately or after spending less than 60 seconds on it.

Then deal with customers who “jumped” from the last steps when making a purchase. They just need a little help. With those who “jumped” from earlier stages, you need to be more convincing. Segment the types of ads or activities depending on the stage at which the client left the site. Invest more in promotion among the readiest to buy. That is, among those who went astray in the final stages of the order.

Do not forget about time segmentation. Usually, the return from those who recently visited the site is greater than from those who were on it a week or a month ago. When forming the division “by time” do not forget to exclude the earlier “category”. For example, those on the 24-hour list should be excluded from the “three-day list”. Thus, these two audiences will not “overlap”, and they will not receive the same offers. You can set exclusion rules in Google AdWords using Custom Combination lists.

  • Another important point. Set a limit on the number and frequency of ads so as not to annoy people. If you show ads too often, the result will be the opposite. I recommend no more than 5 impressions per day, and you can determine your optimal frequency yourself experimentally.

4. Determine LTV during optimization campaign

LTV (Lifetime Value, or lifetime customer value) is the total profit of the company received from one client for the entire time of cooperation with him.

For example, your site sells products of different price categories. And you see that products with a discount or products at the lowest price give the highest level of conversion. When you see a conversion, you can decide what to invest in exactly the campaigns that bring the best conversion. But this is not always the right decision. If the campaign is focused on discounters, how much money will they ultimately bring you?

Analyze your campaigns in terms of overall profitability and profitability. It is quite possible that the most successful campaigns are those that gave less conversion, but they “sold” more expensive products. Another indicator of the success of the campaign is the arrival of buyers with high potential for re-purchase.

Your ultimate goal is the overall profitability of the project. Therefore, marketing expenses should be based not only and not so much on conversion. The main criterion is the overall financial performance, including the “lifetime value” of clients received as a result of campaigns. When monitoring campaign performance, use indicators such as profitability and LTV.

5. Use automation

On platforms like AdWords, there are many automation elements. They will help you optimize the process on an ongoing basis. Do not misunderstand me! I do not propose putting the whole process “on autopilot” and I do not say that automation will do everything for you. But there are several basic levers that can be set in automatic mode, saving yourself time.

Here are some examples of process automation with AdWords.

Automatic increase in allocated funds if the keyword shows good financial results. For example, your goal is for customers to cost you no more than $ 25. In this case, the goal should be to increase the number of “presentations” of advertising (the number of contacts of advertising with the audience) for keywords that bring conversion in the range you specify.

Automatic reduction of allocated funds if the keyword does not show the expected financial results. But before you lower it, you need to wait sometime to get the full picture. For example, your goal is for customers to cost you no more than $ 30. You can set the setting at which advertising costs will be reduced, collecting a lot of clicks, but at the same time bringing customers $ 40 and more.

Also Read: How Digital Marketing Changes Small Businesses

Marketing optimization is an ongoing process that has no end. Our tactics worked well in our case, but may not work in yours. The key to success is ongoing experimentation and testing.

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admin October 17, 2019 0 Comments

How Digital Marketing Changes Small Businesses

The advent of digital marketing has brought about a change in communication channels. Channels can now be evaluated for various indicators. This assessment is done by marketers, conducting a comprehensive analysis.

The sales funnel has changed small business

This approach allowed the introduction of the concept of a sales funnel. What was previously available to large businesses has now become the norm for any successful small company. And this is the main benefit that small business received. A few years ago it was difficult for small firms to survive in the market because they did not have the privileges that large enterprises had.

Due to the use of efficiency parameters, marketing planning has changed towards pragmatism and consistency. The application of a systematic approach eliminates errors at the stage of the development of design decisions.

Small Bussiness DGW

Marketing budgets have become transparent and focused on the end result. The transparency of spending ensured a competent and rational distribution of finances.

The effectiveness of contextual advertising (paid traffic) has increased in comparison with SEO promotion, whose tasks remained the technical aspects of optimizing Internet representations. Investing in contextual advertising has become more profitable. The cost of it quickly pays for itself.

Instead of gray link building and behavioral techniques, it’s time for content marketing. Communications went beyond the site, social networks became the intersection of business and customers. Now, company representatives can communicate with consumers of their products and services outside the site.

This simplifies and speeds up finding a common language with customers, helps to conquer their location, and form a loyal attitude. A loyal consumer quickly decides to make a purchase, encourages acquaintances to contact an organization to which he has built up trust.   

The improved concept of the sales funnel has helped achieve the following goals: 

  1. Combined various promotion channels.
  2. Strengthened strategic planning functions.
  3. Provided marketers with reliable information (KPI).
  4. Allowed to quickly make changes to the promotion of services (marketing optimization).

With digital marketing in small business, a new era has come.

Improving Small Businesses Through Digital Marketing

Due to the onset of digital reality, businesses had to radically revise their work in enterprises and organizations that specialize in the production of goods, sales and the provision of services. Now in small companies, automation dominates. The business has become more mobile and this is a big plus. Organizations are tired of suffering the costs of the human factor, which were especially significant at the peak of the economic crisis. 

Currently, database analytics, the interests of users of social networks, which are simultaneously the target audience, are being actively conducted. The small business is actively rebuilding the IT landscape. It includes the components that are required for radically new business processes that entail modernization.

Thanks to digital marketing, the speed of decision-making have increased, the processes themselves have become more diverse, their willingness to quickly review them, guided by the needs of the clientele. The time freed up as a result of automation is used to increase the intellectual participation of users in the implementation of important tasks.

Now even small companies are striving for high intellectualizations. This applies to the production of goods and services. Digital technology enables remote management of complex objects.

All of these changes increase productivity and sales. They reduce the time spent on the production of goods and improve the quality of the services provided. 

In the digital era, the attention of the management and marketing department is no longer wholly focused on monitoring the fact that the process has been completed; management is focused mainly on the best practices for organizing it. 

Management has become transparent, and analytics are highly accurate. Automation creates the conditions for virtually error-free management of large enterprises.

Companies are rethinking existing business processes. Enterprises are moving away from traditional approaches to the business organization; the focus is on introducing innovative solutions.

The changed business culture of the company entails a large number of other changes. Employees, including employees of the marketing department, also take part in digital restructuring. New requirements are being put forward to them. Support for digital services makes users and products part of the manufacturing process. The final stage of these transformations is the possibility of a consistent restructuring of new principles of activity.

The concept of digital marketing and its role in small business

The digital transformation that has changed consumer behavior has led to a transformation in marketing. Digital marketing has emerged – a component of the communication strategy of organizations that solve marketing problems for the purpose of fruitful business development. Using digital channels, the target audience is formed. They are used to deliver information. 

The concept of digital marketing includes not only technological information, but it also includes the media and audience. Under the media, the component is meant a set of digital methods of transporting a message from its creator to an addressee or several users.

Rapidly evolving technologies and constant information buzz have caused marketing tools to stop being replicated. In such cases, the ability to quickly adapt to new conditions, constant adaptation, the search for new solutions to solve standard problems, and deepening customer relationships come to the fore. 

The ongoing search and testing of new tools or channels that help to attract consumers, analysis of contextual advertising, and conversion modernization make it possible to get ahead of competitors and take advantage of the market. 

Read More About: Start Digital Marketing course in Varanasi

Digital marketing has changed small business for the better. Positive changes, including the increase in sales and the survival rates of small companies, are clearly visible.

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admin October 14, 2019 0 Comments

How to make money online from a website from scratch?

Make money online from a website scratch? A question that many have!

Many people wonder how to start your own business? But not everyone has the opportunity to immediately organize it. A profitable way to make money can be a business on the Internet using the site. How to make money online from a website from scratch ? There are many options, the main thing is that the resource actually works, and for this you need to try.

Which site can be considered profitable?

Creating a website, it should be understood that making money on the website from scratch , without putting effort, is almost impossible. You will have to work every day, and only after some time your child will begin to bear the first fruits.

In order for the site to work and have the necessary attendance, it must first of all be interesting to the visitor, have unique, useful content.

Did you know? Blogs That Sold For Millions making money online

How to make money on a website from scratch? Basic methods

Let’s consider with you the main options for making money using your own website. Among the main methods should be noted:

  • sale of goods and services through the site
  • sale of contact information
  • contextual advertising
  • posting articles on the site
  • banner advertising on the site
  • information business.

Sale of goods and services on the site

You can earn money on the site from scratch by selling a variety of goods and services over the Internet. The presented method is simple and proven over the years. You buy goods, launch the site, place ads there. Visitors choose the item they like, place an order. You send it to the customer and get your money. Everything is simple and easy, but, again, the site should attract the attention of the buyer and only then the trade will go well, and you will have a steady income.

We earn on the site from scratch by selling contact details

What does this method mean? For example, you place information on your site that will be useful for a beginning businessman, and you leave contacts of people useful to him there. These can be lawyers or people who make business plans to order. You negotiate with such people about providing them with clients, they pay you a percentage for it.

contextual advertising

Are you interested in the question of how to make money on the site from scratch ? The most prestigious today is the method of placing on its website contextual advertising. This is when the site contains links to other sites that have similar information that may be useful to the user.

Earn by posting articles on the site

With this method, you generally “kill two birds with one stone”: earn money and promote the site. The fact is that by posting articles on your site, you fill it with interesting content and attract the attention of readers.

It is necessary to be careful, as some authors create truly unique texts, while others simply take the ready-made articles to swap words, sentences and paragraphs, thus passing them off as their own. Such texts are hard to read and uninteresting. So be careful and watch what you post on your site.

Banner advertising as a way to make money

We earn on the site from scratch with the help of advertising banners! You have a website, but you have not yet decided how to earn money on it? Sell ​​it space for banners. You will be paid for showing advertising banners.

Information business

If you understand well in some area, you can record video tutorials, develop a whole course and sell them from your site. You can sell your courses or agree with a person who would like to sell your video course.

These are just a few methods by which you can make money online or from a website, You can learn more about making money online and creating sites by visiting our Free 15-day course on creating websites in Varanasi.

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admin March 18, 2019 0 Comments