Content is king or so the saying goes (we prefer content is queen but that’s a whole other story). Over the last few years, as digital technologies and social networks have grown, content creation has become the main pillar of successful online marketing strategies.
When customers are in the research phase of the sales cycle, how will they find you?
The research phase of the Buyer Journey is a stage that all customers will go through before making a purchase (we discuss this in greater detail in a previous blog post). It is a safe bet that many (if not all) of these customers are doing their research digitally.
When you think of the short-form video platform, TikTok, you may picture a teenager filming themselves doing a viral dance video. But dancing is just one of the popular forms of content being uploaded to the app that has taken the world by storm and is all over the news right now as we wait to see if it will be banned in the US or bought out.
Sustainability, business transparency and employee security – these are just some examples of how businesses operate with social responsibility in mind.
In the modern world, business operations are moving beyond the traditional value proposition of offering quality products at an affordable price. A global study shows that 86% of consumers believe that companies should take a stand for social issues. Out of this number, more than half stated that they were ‘very likely’ to purchase a product based on a company’s commitment to exercise social responsibilities. Today’s consumers (especially millennials) are more conscious of the brands they support.
Summer’s in full swing, and it’s the perfect time to get caught up on a little business reading. Are you looking for entrepreneurial inspiration and not sure what to read next? We reached out to our influential colleagues to find out about the business books they are enjoying this summer.
Read on to be inspired by the books our B Corp Founders, Digital Marketing Influencers, partners, and our staff are reading right now.
Great Summer Reads for Business
The Checklist Manifesto, by Atul Gawande
Suggested by Denise Taschereau of Fairware Promotional Products
The War of Art: Break Through the Blocks and Win Your Inner Creative Battles, by Steven Pressfield
Did you know that Google offers ad grants for non-profit an charity organizations in Canada, allowing them to run their AdWords with a budget of $10,000 per month? If you run a charity or non-profit, this is something you have to take advantage of – it’s free advertising and drives targeted traffic to your site (if you set it up right!).
- First, you need a Tech Soup account and registration – which verifies your non-profit status and eligibility
- Once that is approved, you can then set up your new Google account and apply to manage your grants ads.
Google Ad Grant Changes for Non-Profits
Over the years, 35,000 non-profits have set up Ad Grant AdWords accounts, and it has been a popular offering, but recently though, Google has been rolling out a slew of changes that govern how ads are set up in the Grants program.
I am guessing these changes are because many organizations were lax about maintaining their ads – setting up accounts, campaigns and groups and then not maintaining their accounts well or keeping up with the new features Google has rolled out over the last couple of years like ad extensions. It could also be because some non-profits didn’t set up their accounts properly in the first place (for example not using geographical audience targeting).
As a result of these changes which were announced in December and went into effect earlier this month, non-profits are scrambling to review their ad campaigns and make them compliant – if they don’t, they risk having their ad account cancelled.
The good news is that there will no longer be the USD 2 ad bid cap which means that non-profits can bid more competitively and show up higher than ever before. There are some caveats though.
The New Google Grants AdWords Rules for 2018:
- The two dollar bid cap has been removed
- Advertisers must use maximum conversions bidding – this automatically sets your bidding so that you maximize the conversions of your campaign given your budget (for non-profits that about $333 per day). This means setting up conversions on Google and tracking them using two snippets of code that get added to your site and to the page you want to track.
- Advertisers must use geographical targeting aka geo-targeting – this simply means that your ads must be targeted to your geographic area and not blanket targeted to broad geographical areas where you don’t operate.
- Each campaign must have at least 2 Ad Groups that are live.
- Each ad group must have at least 2 ad variations running.
- Each ad must have a minimum of 2 site link extensions – site link extensions are links and titles that show up below your ads highlighting important aspects of your business and encouraging people to click through to specific web pages on your site.
- Your account must show a CTR of at least 5% or your account could be cancelled. This is the rule is the one that everyone is panicking about, but if your campaigns are set up properly with keywords that are tight (specific to what your non-profit does), and you’re not bidding on words that don’t relate to your ad text, you should see your CTR increase.
Ten Tips to Help Non-Profits Comply with the Google Ad Grant Changes:
- Have specific campaigns for each component of your non-profit business using specific keywords, both in the keywords themselves and in your ad text and landing pages.
- Stop using keywords that are too generic – low-quality keywords.
- Conversely, don’t have ad groups that only have one keyword.
- Work to create better, target keyword centric ad copy.
- Make sure that your landing pages map back to your ad campaigns and groups and that everything works as it should on the page so that visitors convert once the land on your site.
- Set up conversion tracking and make sure that you are tracking conversions after people click through to your site.
- Use Google Analytics to understand campaign traffic, keywords that are driving visits from people who engage once they land on your site, and bid adjustments.
- Don’t use keywords that mention your competitors or other companies.
- Implement your changes now, if your CTR is less than 5% for two consecutive months your account could be suspended.
- If you don’t have the expertise in-house to make these changes, or the budget to hire experts then consider switching to AdWords Express.
Google Grants can be a great asset to a cash-strapped charity or non-profit organization. Done right, your campaigns can drive targeted traffic to your site, but your site has to deliver too. It is worth taking time to create great landing pages that convert once your visitor lands on them.
If you’re one of the non-profits that have neglected their campaigns over the years, this is the perfect time to restructure them and to take advantage of some of the great enhancements Google has been rolling out recently.
If you are concerned about your non-profit ads and don’t know where to start, we’d love to review them for you and make some recommendations. Get in touch with us here.
Ten years into the great social media experiment and 2017 was the year we saw Facebook hit the 2 billion user mark, the proliferation of real-time video across social platforms and the continuing email renaissance. With 2018 coming up fast upon us what better time to reflect on the past year, to dust off the crystal ball and to predict what 2018 will bring for marketers.
This post is divided into five sections to mirror the disciplines Out-Smarts focuses on websites trends, SEO – getting found when people search online, email marketing, social media and overall marketing strategy.
Website Design Trends
We know that Google is going to continue to emphasize the importance of mobile in 2018 so expect to see function taking precedence over form with a focus on usability and minimalist site navigation and content proliferating. It’s going to be interesting to see how the content is king crusaders balance their obsession with publishing content with minimalism and mobile. Expect to see more valuable content related to buyer intent rather than simply content for the sake of putting something out there.
Will 2018 be the year when small businesses finally catch up? 50% of small businesses still don’t have a website; we’re hoping this new year will be the one the laggards finally catch up. It is interesting that social media adoption for small business is much higher than website adoption. The popularity of social media is likely because of a low barrier to entry of social platforms. However, it is important to consider that you don’t own your Facebook, LinkedIn or Twitter pages (or any other social media presence you might have) the social media company owns it. What happens if they switch directions or go out of business? A website belongs to your business, not to a third party.
Watch out for more animation (logos in particular) and websites that incorporate GIFs in 2018 too – hopefully, they’re less cheesy than their Flash predecessors. Artificial Intelligence is going to be everywhere in 2018 too as enhancements make Chatbots get better and better at answering questions and simulating conversations with website visitors.
Search Engine Optimisation
Don’t let anyone tell you that keyword research is no longer important. It is and will continue to be, but there will be a shift in 2018 to focus more on semantic search, buyer intent and topics rather than specific keywords. SEOs will focus more on having their site show up at the right time when people are actually considering a purchase, rather than having the site show up to attract particular personas.
Another aspect that should be on your SEO radar in 2018 is voice search which means you need to hone your long tail keywords, i.e. keyword phrases that are hyper-specific to what you are selling.
Image search will continue to grow in 2018 so now might be the time to make sure all the images on your website have well thought out and optimized alt tags.
The email renaissance will continue in 2018. Get ready to watch videos embedded directly in email campaigns. Technological enhancements in email clients will continue to lead to more and more email apps that support embedded video. Right now less than half of all email clients can play embedded videos but thanks to Apple mail, iOS and Samsung this is changing. Up until now, most senders have opted to embed a fake play button in the email with a link to the video on a separate site or by GIF.
Including video in emails can lead to big increases in open rates – Campaign Monitor
Watch for more sophistication in list segmentation too. Segmenting campaigns so that specific audiences receive emails that contain content tailored to their unique perspective.
2017 was the year of streaming video in social media; LinkedIn In and Twitter followed Facebook Live’s lead and began supporting live streaming video content. In 2018 watch out for growing adoption of these technologies and more creative live streams.
Not doing short video is not an option – Kat Hahn
In 2018 we will also see the increased adoption of short-lived content, content that’s only available for a short period of time before it disappears, – like Instagram stories and Snapchat. Marketers must start developing strategies to maximize the reach and impact of ephemeral content as well as considering tactics to get this content noticed.
On platforms like Instagram and Facebook, only a tiny percentage of followers actually see the content you share on your page. To get noticed in 2018, you will need to invest in ads on these platforms. Consider video ads to spice things up a little.
Social media analytics, measuring tools and management solutions will become more sophisticated in 2018 with an emphasis on enterprise social marketing integrating all platforms.
How Marketing Strategies will Evolve in 2018
I am going to go out on a limb here and predict that 2018 will be the year that our obsession with all things digital and only digital will end. It’s also going to be the year we’re going to start calling our discipline marketing again (rather than digital). Marketing in 2018 will encompass all aspects of the marketing mix, both online and off and marketers will use the means most likely to help them attract their target audience.
Consider this, there are 65 million business pages on Facebook, 90% of businesses use social media. These are substantial numbers, but for marketers this means that it is becoming increasingly difficult, not to mention more expensive, to get noticed. If you want to attract your target audience’s attention in 2018, then widen your horizons and consider sending them a direct mail piece (depending on the audience) in a nice coloured envelope with handwritten wording. It will likely be the only physical mail the recipient gets that day (or maybe that week or month!), they’re going to open it, and if your copy is effective they will act on it!
2018 is going to be an interesting year; technological advancements will continue to speed up. To be effective as marketers, it’s going to be important not simply to jump on the bandwagon of the next big thing but to consider options strategically and with your target audience in mind (rather than from a product or service-centric perspective). That said, video popularity has been growing year over year and won’t stop. Cisco predicted that video would account for 80% of internet traffic by 2020. So if you do nothing else, consider how you might incorporate video into your digital approach in 2018.