Digital Marketing Roundup: Everything You Need to Know

Ever wonder about conversion rates, Instagram strategies, or Facebook ads? Well, look no further- we’ve done the research for you!

The social media landscape is critical for the modern business, but it’s also ever evolving and changing. It can be hard to keep up! Luckily you have a friendly neighborhood content agency that did all of the hard work for you. We rounded up some of the best research studies done in the realm of social media and online marketing to give you the top-notch

  • B2B Conversion Rates
  • Facebook Marketing on a Budget
  • Stepping Up Content
  • Instagram Strategies
  • Facebook Ad Targeting
  • All About Traffic
  • Instagram Stories for Campaigns
  • The Science of Social Media Podcast
  • Link Building Basics

B2B Conversion Rates

Getting people to view your website is one thing, but getting them to make a purchase is quite another. Did you know that the average conversion rates for a B2B business only range from 4-10 percent?

If you’re a B2B business, your conversion rates might be a little rough because people tend to get to the pricing page and then bounce. Why is this happening? Well, for one, a lot of B2B websites consist of a lot of forms and gated content. People just don’t want to weed their way through. Another reason is that they don’t want to give out their information for fear of receiving spam. Lastly, people might not be able to find a short answer for a simple question, and if there’s not an easy way to ask then they just leave.

How do businesses avoid this? Drift outlines 6 ways to optimize your website conversion rate.

1. Write good headlines

Headlines are your sales pitch. You only have a few seconds to convince people to read your piece, so make it count. Use CoSchedule’s Headline Analyzer to make sure your headlines pack a punch!

2. Rule of Threes

Drift suggests that you should also break things down in three. Three steps to a successful blog, three things to know about content strategy, three takeaways from a webinar. People like the number three, so use it to your advantage!

3. P.A.S.E

There are four kinds of buyers, so write headlines to try to appeal to all of them: 

Practical- Response to logic, can’t be pressured and makes rational decisions. 

Actionable- Responds to scarcity, time is running out messaging, and often makes quick decisions. 

Social- Response to social proof, follows what others are doing, and doesn’t want to be left out. 

Emotional- Responds to photos of people, places, and good causes

4. CTAs go two by two

Every web page should have two call to actions: one at the top, and one at the bottom. Lead people where you want them to go next.

5. Put a face to the name 

People like interacting with other people and not machines or faceless companies. Whether it’s your employees or customers on the front page, make your website personable!

6. Earn their trust

The best way to get people in the door is to earn their trust. Guarantee that you will give them something in return for their information.  Drift explains, “By being up-front that there are no strings attached in the example below, the risk is mitigated and there’s a better chance a visitor will create a free account.”

Facebook Marketing on a Budget

If you have a small business, chances are that you don’t have a huge advertising budget. Luckily, social media gives you the opportunity to advertise for (almost) free! Here are some Facebook marketing tips that will optimize your profile without blowing your budget.

Creative promotions are key

Facebook’s algorithm currently favors personal posts from friends and family over ads from brands. Finding creative ways to promote your brands without shouting “THIS IS AN ADVERTISEMENT” is key. Take this example from grocery giant Meijer:

facebook ads

The picture on the left is a regular, overtly promotional ad, and the one on the right is a “throwback” picture that doesn’t necessarily sell anything but got 15 times the interaction. It still enforces the brand and summer-theme without screaming SALES.

Use Groups & Communities to your advantage

A typical Facebook page is a must, but try to use Groups and Communities to your advantage. There are a few ways to capitalize on these pages:

Create your own FB group. Facebook groups aren’t created to overtly promote or sell a product, but to bring together like-minded groups of people. For example, after seeing a dip in FB activity, Campaign Creators made a group of inbound marketing professionals that allowed clients of the agency to connect, discuss, and share information. Their most successful campaign was Ask Me Anything, live Q&A style videos that they produced. By getting quality speakers to present these videos, Campaign Creators were able to increase their membership by 47%.

Join FB groups. Join relevant Facebook groups to connect and interact with your audience. Although some have rules that you will need to abide by in regards to marketing and advertising, these groups can be a great tool when trying to raise awareness for your business. Some say that they get 5-10% of signups from Facebook groups!

Create a Community Page. Community pages are designed to bring together people who are interested in generic, non-business topics. Facebook describes them as “a new type of Facebook Page dedicated to a topic or experience that is owned collectively by the community connected to it. Just like Official Pages for businesses, organizations and public figures, Community Pages let you connect with others who share similar interests and experiences.” Community Pages tend to get more organic outreaches, and by making your invitation only, you can foster a meaningful relationship with customers that make them feel special.

Stepping Up Your Content

Content marketing is essential for any business, so if your content is just subpar, it’s time to step it up. Search Engine Journal gives three steps to make your content work harder:

1. Reinforce the purpose and drive value

Every piece of content you publish must have a clear purpose, and it must present some value for the consumer. Make sure you’re taking the time to define both of these aspects. Common content purposes include education and information, reinforcing trust and expertise, and selling products or services.

2. Increase your domain’s topical authority

Lee Wilson from Search Engine Journal explains, “When businesses are looking to expand into new areas, add new products and services, or generally solve audience dilemmas, frequently they will add a single topical page onto the website. They assume doing so will be enough for Google (and other search engines) to associate this topic with the authority of the website.” Unfortunately, it’s not that simple. If you want search engines to find you based on your expertise, your content (an entire website, for that matter) needs to display knowledge, trust, and authority. A few ways to increase topical authority includes providing multiple content outlets (blog posts, podcasts, videos, etc), targeting blog posts to cover in-depth topics, improve both internal and external linking, building social engagement with other experts in the field, and leveraging website navigation areas.

3. Refresh, revisit, refine

Content is always a work-in-progress. In order for it to have a full impact on your business, your content must always be refreshed (evergreen content is key), revisited (don’t forget about that blog posts published a year ago- it could still be driving traffic!), and refined (updating and reusing content to be more effective is essential).

Instagram Strategies

Jenn Herman is a Social Media Consultant & Trainer at Jenn’s Trends. She discussed why you should have three different Instagram strategies to fully utilize the micro-platforms on the Social Pros podcast. Here’s the lowdown:

  • Instagram great for businesses- it has a bounce rate of almost 0 because users have to walk through steps before they click on the link in your bio.
  • You need completely separate strategies for IGTV, Stories, and your regular feed. They have to be cohesive and work together, but they must also be exclusive and individualized.
  • IGTV isn’t for re-uploading stories. It’s also not another live streaming service- it’s meant to compete with Youtube through long-term content. People are specifically searching for and will be watching all of your videos, so you have to think of it as a channel. Since your IGTV content is not going to disappear like stories or lives, you need to make sure you’re putting up more high-quality videos.
  • It’s important to have a specific hashtag strategy for all three micro-platforms. You can use the same “recipe” for all three: Jenn suggests up to 30 hashtags per post. 3-5 popular hashtags, anything from 500,000-1 million posts (tags with more than 1 million can get oversaturated and spammy). 3-5 moderately popular hashtags (tags with 100,000+ posts), and 3-5 niche specific tags (10-20,000 posts). Popular ones give you a burst of activity when you post, but it's the moderate tags keep you active for a few days. The niche tags, in combination with post activity coming from the other tags, help your content rank as top posts.

Facebook Ad Targeting

Did you know that you can target ads for a specific Facebook audience? As Sprout Social explains, the options are endless, and you have the opportunity to mix and match targeting. Here are just a few options:

  • Location: You’re able to target ads based on city, zip code, state, or country. In addition, you are able to target where someone lives vs. where they work.
  • Demographics: Facebook has a lot of demographic options. Everything from age to sex, income to marital status. This is very helpful when your target audience is a specific age range or lives a certain lifestyle.
  • Interests: Interests open up a whole new world for targeting ads. It extends even deeper than regular demographics and gives you the opportunity to focus on potential customers.
  • Behaviors: Sprout Social says, “Behaviors use the Facebook Pixel (discussed below) to target users. Pixel is a piece of code that tracks user behavior so that you can display ads to people that behave in certain ways. This is one of the most profitable ways to target, as for example, you might show ads to people who recently visited your website’s pricing page or subscribed to your blog.”
  • Engagement: Engagement is when someone interacts with your page. Whenever someone comments, likes or follows, they’re engaging with your page. This targeting is really useful because if someone interacted with one of your Facebook, or Instagram posts, for that matter, you can have Facebook show them your ads.
  • Automatic Optimization: Facebook will automatically optimize your audience for you and choose the best combination of demographic and targeting options.

All About Traffic

Neil Patel spent $500,000 on a domain that didn’t generate any revenue. Why? He bought it because it brings in quality, relevant traffic to his website. By optimizing his website for conversions, every 1,000 visitors turns into 4.4 leads. Good leads that turn into 6 figure sales.

As long as you have a solid business model and a system in place, strategically buying a domain based on traffic instead of revenue could be very beneficial to your business at an inexpensive cost to you.

If you are thinking about buying a domain based on traffic, keep in mind their age and traffic source. Newer websites can be shifty because their metrics aren’t as stable, and if a website only has one or two traffic sources (even Facebook or Google), it will up your risk. Make sure to do solid research on a website’s audience. Be patient and look for deals. Lastly, Neil suggests that you get creative and think outside of the box when it comes to getting the lowest price for a website. Use objective data and facts, and be open to figuring out payment plans and financing.

Instagram Stories for Campaigns

As discussed before, Instagram is stepping up its game and evolving by coming out with new and exciting features, one of which being Instagram Stories. Stories were launched in 2017 and, although it initially seemed to mimic the Snapchat Story, Instagram’s version blew up and is now a viable marketing platform.

Instagram stories are pictures and short videos that don’t show up on a page’s feed and are erased after 24 hours (although a new feature allows you to save your Stories to your profile).

Instagram Stories can make a huge impact on businesses as 30% of Instagram users admit to making a purchase after they heard of the brand on Instagram. CoSchedule outlines the benefits of incorporating this feature into your strategy:

  • Instagram Stories is a free tool to boost your marketing and drive engagement.
  • You can link to your website and invite people to visit via the swipe-up feature.
  • Video stories are now being featured on the Explore page.
  • You can be creative without exhausting yourself. No need to spend too much effort focusing on the design since the content is automatically deleted after a day.
  • You can leverage influencers and geotag your posts.
  • You can use Stories as a multifaceted strategy to bring in more customers, to raise brand awareness, or to simply engage with your fans.
  • You can also use this feature to share company related news, to promote new products or services, or to announce new content.

Link Building Basics

Every marketer should know about link building, but if you don’t (or if you need a refresher), here are the basics.

The terms

Link building encompasses a few different types of links, including backlinks and internal links.

Backlinks, also known as inbound or incoming links, are links that come from a referring domain and point to one of your web pages. For example, when we linked to Search Engine Journal (SEJ) above, SEJ now has a backlink from us. We are the referring domain and SEJ is the referent.

Internal links, or website navigation, links that lead to other pages on your website.

Why links should matter to you

Links are important because not only do they boost SEO and can improve a website’s organic search rank, but links and brand mentions are the two top reasons that people visit a website! This is why Wikipedia ranks so well in search results: they have accrued over 10 million links!

Know the difference

Getting quality links is important, but it’s also hard work. Check out the different types of links that you can get:

  • Natural, editorial links

These are hard to come by and typically happen when a person mentions a brand.

  • Manually created links

Manual outreach is when you send your content to the sources you’ve linked to in hopes of obtaining a backlink from them. This is a great strategy because it builds networks and relationships.

  • Self-created, non-editorial links

Google tends to penalize websites with too many of these links, so be careful when using them. Self-created links include comments that aren’t moderated, press releases that link to specific keywords, guest posts, advertorials, embedded infographics and user profiles.

  • Paid links

This is another type of link to avoid, and it includes paying for or accepting payment for a link. This is against Google's guidelines and they will penalize you for it.

This was a monster post with a ton of information, but it all boils down to this: have a strategy. Whether you’re writing content, advertising on Facebook, posting on Instagram or buying domains to drive traffic, you need a plan. If you need a little help, reach out to a content creation agency! We’ll get you on the right track.

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