7 Proven Techniques to Improve Your Conversion Rates
We’re entering the last quarter of the year which means it’s the last push to get the numbers up before the end of reports. Increasing brand awareness is important for your business but if you’re getting ghosted when people check out your website, there’s a disconnect along the way. We’re here to help you. Whether it’s to increase conversions on your website or for social media campaigns, we’ve researched the best techniques to improve your conversion rates and thrown in one or two of our own techniques.
Why Your Conversion Rate Matters
Apart from the obvious reason as to why conversions matter (hello, sales!) It’s important to think about WHY you’re not converting.
Oftentimes, there’s friction or resistance along the buyer’s journey which stops customers from making the purchase.
No one likes friction.
Much like a journey from your home to a holiday destination, we want everything to be a smooth journey.
When something happens along the way, we get frustrated and end up being in a foul mood.
The same applies to your website or social media campaign. We want to make the journey as smooth as can be. We’ll dive into parts of the journey where people fall off and how to fix it going forward.
Conversion Pitfalls
Before we look at the seven techniques that’ll improve your conversion rate, we need to mention the common pitfalls that happen in the buyer’s journey that prevent you from making that all important sale.
When people search for the solution to their problem, they have expectations.
If they land on your website and the loading time takes longer than two seconds, that customer will immediately press the return button and choose your competitor.
We’re impatient humans since the introduction of technology so the term “slow and steady” wins the race doesn’t apply here.
If you’re loading time isn’t the problem, the next pitfall is your messaging or your website design.
Every touchpoint that the customer lands on needs to have a consistent message and navigation on your website should be easy to follow.
These are some of the common mistakes that with a slight change, your conversion rates can improve.
Now it’s time to learn our techniques for improving them.
7 Techniques To Improve Your Conversion Rates
We’re finally at the part you’re waiting for.
The techniques.
These are the techniques we use at GoViral that allow us to get amazing results for our clients time and time again.
Let’s go.
1. Remove Distractions
Less is more. You might want to answer every single question your potential customer has and add more information but if there’s too much going on, it can get overwhelming.
Focus on
- The headline and subheadings
- The offer and the benefits
- The CTA
- Testimonials and reviews
- The visual aspect that shows what you’re offering.
Anything else is secondary and just adds more confusion than clarity.
Site speed is extremely important for both the customer and google so less really is more.
2. Have strong CTA’s (Call to Actions)
Your CTA’s should be strong but don’t be afraid to play around with them to make them more enticing. Instead of just writing, “buy course here”, you could write “Yes, I want to buy the course”.
Starting a CTA with a yes can be effective psychologically because we’re setting the offer in a positive light.
Remember to A/B test different CTA’s and design elements to see what works best with your customer’s.
Have fun with them but also be clear with what you want them to do.
3. Build trust and credibility
Social proof like reviews and testimonials are the most effective ways to help conversion rates.
No one wants to be the first person to use a product or service.
The reason why testimonials and reviews work is because of the psychological aspect of social proof. We rely on others to survive and look to others to see “what’s in”.
If we see someone else liked the product and had a positive experience, we also assume it must be good.
4. Customer Service
It seems simple but if a customer gets to your page, navigates smoothly, sees the testimonials, but just has ONE more question they need answered before they convert but can’t find anyone or anything to help them, they aren’t going to hand over their money.
There’s different buyer types and all of them have a need that must be satisfied before they convert.
Make sure your website answers each need or make it super easy for them to contact you.
5. Add callouts or sitelinks to increase conversions
Callouts are highlighted snippets of text that appear alongside a search result, often containing information like prices, features, or special offers.
Sitelinks are additional links that appear below a website’s main search result, providing more specific options for users to click on.
The reason why these are effective for conversion rates is because they make search results stand out and easier for the customer to find what they’re looking for.
Remember we said friction is the LAST thing you want in the buyer’s journey?
6. Your keywords aren’t strong enough
We hear a lot about keywords and SEO but why is it important?
Keywords are the words your customers are searching for to fulfill their need.
They bridge the gap between your customers intent (what are they looking for) and your businesses’ offer.
Optimizing your website with the correct keywords can also improve your search engine rankings, making your business more visible.
To avoid targeting everyone, add negative keywords so that you’re including only relevant searches.
7. Audience targeting
If you’re struggling to get your landing page or website in front of your ideal audience, you mightn’t be targeting correctly.
Not only should you be targeting based on your audience’s demographics but also psychographics, what are their interests and hobbies, and behaviors.
By tailoring your content and messaging to them and using segmentation to divide them into smaller groups based on shared characteristics, you have a higher chance of conversion.
GoViral Conclusion
Sometimes, it’s the smallest part in the buyer’s journey where people drop off but with a simple fix, your conversion rates can increase.
When viewing your overall strategy, think of all the touchpoints your customer comes into contact with. By implementing this seven techniques, your customer will flow much easier to your offer.
If you need help developing an easier buyer’s journey, Contact us!
5 Signs to Identify AI Content on Instagram
When you want to find out an answer quickly, which do you go to first – Google or Chat GPT? Gemini?
Artificial Intelligence is integrating itself into every aspect of life and speeding up processes that used to be time-consuming.
The marketing space has been overtaken with AI as many are using it for project management tools, scheduling, and the mundane tasks that come with doing admin. A huge area that AI has slid into is the content creator space, especially on Instagram.
Meta has unlocked many features this year, from chatbots to AI-Generated Images.
AI is helping businesses and creators create content in a quicker timeframe but what are the concerns around AI? How do we know what’s real and what’s AI-Generated?
In this month’s blog, we’re going to discuss the advancement of AI, 5 signs that an Instagram post was made using AI, and what does “made with AI” mean attached to an image.
Let’s dive into it.
The Advancement of AI on Instagram
Did you know AI integration on Instagram began in 2010?
The filters to adjust your images brightness or add a different tone to the image is all done by AI.
The suggested accounts that pop up in your feed exist because of Instagram’s machine-learning algorithm.
When you hear people talk about keywords, SEO, hashtags, this is the reason. In 2010, the algorithm was at its most basic, using image recognition to categorize photos based on content.
As Instagram switched from its basic capabilities to more advanced, machine learning techniques like “word embedding” analyze the content and categorize it in terms of relatedness.
Who said words don’t matter? Your bio (the small description you have on your instagram), the captions, the hooks, the copy under the post is all being scanned to categorize your account.
So pay attention to your words!!
The transformation of AI capabilities since 2010 to the present moment in 2024 have become far more advanced at a rapid pace.
Let’s take a look at the timeline.
Between 2010 and 2014, AI was focused mainly on image enhancement like brightness and contrast, cropping your photos, personalized content based on your interactions and preferences.
From 2015 to 2019, the features began to roll out quicker.
- The explore tab was enhanced using a more advanced machine learning algorithm, improving personalization and content discovery.
- “Word embedding”, keywords and hashtags, helped analyze the content to recommend accounts based on interactions.
- Seed accounts, created by instagram,used to test new features, algorithms, or functionalities before rolling them out to the general public.
- AR and Virtual reality began to be rolled out as well as the use of NLP, Natural Language Processing, machines to scan for offensive comments and limit spam and misinformation.
- The birth of IGTV with AI recommendations personalized video content for each user based on interactions and preferences.
- AI-Enhanced shopping features were created to recommend products and target ads based on user behavior.
From 2020 onwards, the creation of tools for content creation like automated caption suggestions and hashtag recommendations began to roll out as well as conversational AI assistants that would answer queries, provide content recommendations and help in generating posts.
In 2024, the rollout of Meta AI on Instagram is even more powerful compared to what it was in 2010.
The implementation of AI on the platform has saved content creators, businesses, brands hours of work but a major issue that has caused controversy is when people use it for potential harmful reasons.
Because of the advancement of AI, it now has the ability to create images that look eerily real, making it harder to know what’s AI created and what’s REAL content.
This is down to generative AI which works by creating new data that mimics human creations.
If you struggle to distinguish between superficiality and reality, never fear because here are our top five signs that an image was AI-Generated.
The 5 signs of an AI-Generated Image
We all want to know whether an Instagram post is made with AI because Instagram is known to be the “highlight” reel, the best bits.
Ensuring the user is informed about what’s AI-Generated and what’s not is something Mark Zuckerberg, head of Meta, wants to make sure is maintained.
Here’s five pointers to spot AI going from the easiest to hardest to spot.
1. Distorted Backgrounds:
If a door looks like it has a bump in it or is twisted into another shape, it’s a clear indication something was done to the image. This is one of the easiest ways to spot an image was
2. Something feels.. Off
We wrote about AI influencers in our last blog (read more on it here) and there’s a slight unease when looking at the image.
They say you can read a person by looking into their eyes. When you see an AI-Generated image of a “person”, there’s nothing.
Almost like a blank stare. Like it’s not… real. AI influencers on Instagram have risen in popularity with many brands like Chanel and Red Bull using them for online promotions.
3. Pay attention to the small details
We’re scrolling 24/7 (hopefully not!), and are scanning images and text at a quicker pace. This means we miss the finer details.
Don’t take an image at face value if you feel like something isn’t right. AI images are created by taking data from other photos and creating a new image.
AI programs often struggle with details you may see less frequently in other pictures.
AI tends to get the smaller details like logos and text wrong as you can see below.
4. If it looks too good to be true, it probably is
As much as we want to look perfect all the time, we don’t. We’re humans, imperfection is perfection.
You can tell if something is too good to be true if the image looks smooth and no texture because well, we have texture.
So don’t be fooled by an image looking picture perfect because it most likely isn’t real.
5. Reverse Search
You know the TV show “Catfish”? If you don’t, it’s a programme where the hosts bring on a person who writes to the show about their relationship.
They write in because they’ve never met the person and want to make sure they are the real deal. One of the first things the hosts do is reverse search the image.
They do this because they want to see if the person is using someone else’s photos.
This is the same when it comes to images on Instagram.
If in doubt, reverse image search because if it is AI-Generated, there won’t be a lot of information which tells us something is fishy.
“Made with AI”
You might have spotted on Instagram recently under some images and videos are a tag saying “Made with AI”.
This feature was recently introduced however, there has been some controversy especially for photographers.
How it works
When you upload an image to Instagram, the algorithm will read the metadata of the image to clarify whether it’s real or AI-generated.
This is great BUT what if you just enhanced the brightness? Enhanced the sound so it’s clearer? Removed the blemish from your face that was annoying you?
Instagram smacked the tag of “made with AI” on it. The problem for photographers is the wording.
Saying an image was made with AI sounds like it was superficial, that they didn’t put the hard work into capturing a beautiful moment like a wedding or someone’s birthday.
Some argued for it to be changed to “edited with AI” which clarifies that the image has been enhanced but it was taken professionally, not created superficially.
Because of the backlash, from July this year, the made with AI feature has been changed to AI Info.
This is a step in the right direction to distinguish the difference between an image being AI-Generated and one that’s a real-life photo.
GoViral Conclusion
Our advice is to always be cautious about images that are posted online.
If something isn’t sitting right with you, there’s a reason why. Our five pointers will give you more clarity around AI-Generated photos and with the introduction of “AI Info” on images,
It can help you distinguish between superficial and reality.
As many new features are being added to social media platforms every day, it’s important to stay up-to-date with the new trends and implementations.
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Will Meta's AI Features Impact the Future of Influencer Marketing?
In the last few years, Meta AI has introduced different features, disrupting influencer marketing and engagement between creators and fans on Instagram. Between the introduction of virtual humans and the Creator AI studio where creators can train AI bots to respond back to fans, the line between reality and virtual reality becomes blurred.
AI has transformed our lives, for the better and for worse. Tasks are completed quicker and more efficiently, questions are answered by the speed of light (well, kind of) so no more rummaging through papers to find an answer, and transcriptions of meetings helps us remember what was said in the meeting at 9am on a Monday morning.
The creation of AI has helped us more quicker and faster than generations before but are we taking it a step too far by creating virtual humans and training AI bots to be like us?
In our blog, we’ll talk about how influencer marketing is changing for both brands and influencers and how the new features introduced by Meta AI are changing social media forever.
Traditional Advertising is out, Influencer Marketing is in
When we think of the word influencer, we think of the modern day person who has amassed a large following on social media platforms through niche-specific content that targets a specific audience.
But if we think of the word “influence”, it can be used for anyone that’s able to influence a large amount of people and get them to do something.
The influencers in our life before social media were the Church, the government, even our parents but fast forward to the present day, creators on the internet now have a bigger influence on us than institutions and governments.
The mid-2000’s was when Facebook and Twitter were born and the term “influencers” started to gain traction.
As people started to grow their followings and see quick engagement, brands noticed a trend appearing that led to them partnering with influencers to expand their reach and increase sales.
Influencer marketing has become more popular than traditional marketing because of the deeper connection made through social media, compared to billboards and AD’s on TV.
People trust other people’s opinions before buying. How many times have you checked reviews before you bought something?
Some influencers have come under fire for collaborating with brands that don’t fit their niche, giving the impression that they’ve partnered for the money.
The importance of choosing the right influencer for the right campaign can make or break the trust between the influencer and their fans.
In the last year, money transparency around how much influencers are making has been exposed with some influencers that have 10 million followers are asking for 10,000 USD for just one video. Although it comes with recognition and visibility, this doesn’t guarantee sales.
The introduction of AI-Generated Influencers have risen in the past few years making it more lucrative for businesses to cut down on costs and logistics but there are ethical concerns to consider.
The Rise of AI-Generated Influencers
If you search “Top 15 AI influencers” on Google, a list of AI-Generated influencers will pop up on your screen.
If you check out those influencers, they aren’t real people but a virtual human that has built a large following.
Brands like Chanel, Red Bull and Calvin Klein have used these AI-Generated influencers for online promotions.
One popular influencer is Zara Shatavari who has 19.7k followers on instagram and is India’s first AI generated brand ambassador.
Zara was created to spread awareness for those living with polycystic ovary syndrome (PCOS) and runs a health-related blog, posts about travel and fitness.
Rahul Choudry, who created Zara, wanted to partner with a specific celebrity with a hormonal imbalance but chose to create an AI-version that was much cheaper, always available, and gives him the ability to adapt it when needed.
Another AI influencer goes by Reembot on Instagram focusing on fashion and lifestyle content.
Influencers post their day in their lives, their workout routine, their lifestyle and fans get invested because of the relatedness of it but how can an AI influencer that doesn’t live in the real world create that same relatedness when we know it’s not real?
Backlash from people online have called out brands for choosing to invest in virtual humans, rather than real influencers.
As more brands continue to choose AI-versions to cut down on costs and logistics, is REAL influencer marketing dead?
The Future of Engagement
Along with AI Influencers, Meta’s CEO, Mark Zuckerberg, rolled out creator AI for select creators in the US where they can create AI bots of themselves.
He’s testing the feature out to see how people interact with it first before he rolls it out to other countries.
The feature will allow creators to train an AI version of themselves to respond back to comments and direct messages that are sent from fans.
Creators will train the AI bot to replicate their personality and personalize their messages to maintain authenticity.
Creators receive a huge amount of messages every day, sometimes asking for something simple like a link or a frequently asked question.
Meta is committed to enhancing engagement while also being open about the fact that the fan will be interacting with an AI bot.
This is extremely important that the fan KNOWS it’s not the creator himself responding but that the responses are personable and are scripted out to respond in this way.
However, the complication comes when a fan is asking for a more complex question that requires a deeper answer that’s subjective to the influencer.
This feature is still in BETA so it’ll be interesting to see how it plays out and how creators can maintain the level of authenticity and engagement needed.
GoViral Conclusion
AI has integrated itself into our lives where reality and virtual reality are becoming nearly indistinguishable. Meta AI continues to advance and new features are emerging quicker than before.
Social media has changed drastically since 2007 at a quick speed and doesn’t seem to be slowing down as Mark Zuckerberg has big plans for the Metaverse with talks about holographic glasses projecting real people in virtual reality (VR).
The opportunities and possibilities that come with this new technology is immense and it feels like it’s just the tip of an iceberg.
However, the question still stands. How far is too far?
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Google Analytics 4: 6 Key Metrics You Should Track for Better Insights
It’s a year later that Universal Analytics(UA) announced that it was going to be replaced by Google Analytics 4. In this month’s blog, we wanted to review the key differences between UA and Google Analytics 4 and how it’s an upgrade for understanding the behind the scenes of your business. We dive into how Google Analytics 4 is benefiting us and our clients in understanding the customers journey and the 6 key metrics you should be analyzing for better results. Many panicked when the switch was announced but as we move towards more technology integrated with machine learning, we can speed up the processes and adapt our digital marketing strategy more effectively (a win-win!).
What is Google Analytics 4?
Google Analytics 4 is a tool that’s used to help us better understand the customers journey on our website or app.
Universal Analytics was session-based, meaning the key metrics it focused on were pages viewed per session, dwell time, bounce rate and conversion rate.
While the insights behind these metrics are useful, Google Analytics 4 stepped it up by using an event-based model.
This means instead of just providing information about the number of times a page was viewed, we can now use events in GA4 to track specific user actions.
You can see exactly how the user interacts with your site. This could be the user clicking a button on your site, playing a video, or adding a product to the cart.
The change from Universal Analytics to GA4 gives us even more precise data collection capabilities and improved user privacy measures.
If we have limited data, AI and machine learning will work together to give a prediction.
Common events tracked in GA4 are video engagement and form submissions. Depending on your goal, tracking these events can give you a deeper understanding of the users behavior.
If you’re tracking an event for form submission, this can tell us whether the form is too long, unclear, or not eye-catching enough if user’s don’t complete this goal on your website.
Depending on what your businesses goals are, you can customize the events, an option that wasn’t available with Universal Analytics.
Key Differences between Universal Analytics & Google Analytics 4
Universal Analytics and Google Analytics 4 have six key differences that change the way businesses can learn about the actions users take on their website.
Data Model:
Universal Analytics is based on a session-based model, focusing on page views, dwell time, conversion rate, and how a user interacts within a defined session.
GA4 is an event-based model where you can track every user interaction as an individual event, allowing you to see what the exact user’s behavior is.
This gives us a deeper insight into the customer’s journey and opens up more opportunities to improve the flow.
Measurement:
Universal Analytics is primarily focused on website traffic while Google Analytics 4 is designed for cross-platform measurement, tracking user behavior across websites and apps consistently.
GA4 integrates with platforms like Google Ads and Firebase for app tracking, making it easier for you to understand the user’s journey to your website.
This is great news for business launching social media or PCC (Pay-Per-Click) Campaigns because it’ll give you a deep insight into the effectiveness of your Ads.
Machine Learning:
Over the last few years, AI and machine learning has integrated into our day to day life, making automation and our workflow move much easier.
The addition of AI and machine learning to GA4 is that it can help predict future outcomes even if there’s a lack of data.
It’s annoying when you go check your data and there’s missing pieces of the puzzle.
Don’t worry, AI will help fill in data gaps and predict user behavior making your life easier.
Privacy
Stay goodbye to cookies and hello to user consent. As more and more people are concerned with what information is being used to track them, GA4 has adapted their privacy regulations to focus on user consent.
Universal Analytics used third-party data to collect information gathered by other organizations and have no relationship with the audience.
GA4 uses first-party data which is collected from the audience directly through your website.
This gives the user autonomy of how their data is collected and tracked, building trust and transparency between you and the customer.
Reporting
UA relies on pre-defined dimensions and metrics which offers a structured approach but lacks flexibility whereas GA4 allows for easier data collection and customization of reports.
So what does this mean?
GA4 is more interactive and can offer a broader view of user behavior such as engagement, monetization, and retention metrics.
You’ll now be able to see how much your user likes your product, how much money you make, and how well your user comes back to your website.
Goals and Conversions
Because UA is pre-defined, it only offers a limited set of goal types (destination, duration, pages/session, events), focusing on one single conversion action per goal.
GA4 can track multiple steps in the conversion process, measuring smaller goals like purchase or sign ups which should have a huge importance in your business.
This gives us a deeper understanding of our users behavior and insights on how to improve.
User Interface
GA4’s interface is more interactive and incorporates machine learning to provide insights into future trends. This will help you stay one step ahead.
6 Metrics to Analyze in Google Analytics 4
UA transitioned into GA4 for a number of reasons such as privacy issues and the evolution of user behavior.
Coupled with the rise of machine learning, Google Analytics 4 is a web tool that has changed how data is tracked and collected.
Understanding how to use GA4 and the metrics to track for success will help understand the user’s journey.
Although there’s similarities between UA and GA4, there are six key metrics that UA didn’t have and have given us a wider sense of how a user interacts with your website.
The metrics are….
1. Engagement Rate
UA used bounce rate as a way to measure user’s sessions.
The problem with measuring bounce rate was it deemed the information unsuccessful if they only viewed one page.
It didn’t take into account whether the person found the information they needed or how long they spent on the webpage.
GA4 focuses more on user engagement, measuring time spent on pages, clicks, and other interactive elements.
This shift in focus has helped marketers with the effectiveness of calls-to-action, submitting forms and watching videos.
2. Active Users
UA’s metric of total users described the total number of unique users who visited your site but didn’t take into account the level of engagement.
GA4 focuses on active users and what actions they took during a specific time frame.
By tracking user retention, you can identify areas for improvement and more accurate user segmentation.
A user is considered active if they spent more than 10 seconds on a page, triggered more than one page views or completed a conversion.
3. Event Count
You have the benefit of customizing a particular event for your goals, allowing you to track the frequency and see which action your audience likes the most.
This gives you a deeper understanding into where there are potential drop-off points or areas for improvement.
This comes in use when we think of our CTA’s.
We wrote recently about how color theory plays a role in how a user interacts with your content. You can catch up on the blog here.
These are many other ways to analyze event count such as identifying new opportunities and personalizing the user experiences.
The opportunities are endless!
4. User Lifetime Value (LTV)
This metric is useful for businesses to assess the long-term value of customers and total revenue a business can expect from one customer.
It tracks user behavior, purchases, and revenue over time, calculating the LTV through custom reports.
Analyzing this metric helps you identify high-value customers and develop retention strategies to increase customer lifetime value.
5. Predictive Metrics
The role of AI and machine learning in GA4 helps marketers anticipate future trends and customer behaviors which UA couldn’t do.
UA analyzed past decisions but the predictive analytics in GA4 means they’re always one step ahead and can respond quickly to market changes.
Metrics such as purchase probability, churn probability and predicted revenue can help you predict the probability of a user carrying out key events on your website and the revenue expected from the key events.
6. Custom Metrics and Dimensions
You’re able to customize the metrics and dimensions in GA4 and tailor them to fit your specific business needs.
This customization gives you more freedom and flexibility in data analysis and reporting of your businesses KPI’s.
For example, you can track a specific marketing channel like Google Ads that brought a customer to your website.
You can also track social media and see where the traffic is coming from.
GoViral Conclusion
We agree that GA4 is a better replacement to Universal Analytics because of its added benefits and features that makes marketing just that bit easier.
As a digital marketing agency, its our job to always stay ahead of trend, understand our customers inside out and find out what resonates with them the most.
Before, it was harder to track where the traffic was coming externally but with GA4, now you can see the exact journey they took to land on your website, social media and PPC campaigns.
GA4 is definitely a step in the right direction in helping businesses better serve their customers and we hope after reading through GA4 doesn’t seem as complicated.
If you’d like help with your own analytics and/or running a PPC campaign, contact us!
How to Create Landing Pages that Convert
A common question we come across about landing pages is “is it not the same as a website?”. While we see the similarities, you’re directing traffic to a particular page to generate sales, a landing page is ONE specific page for ONE specific goal. A website has different pages people can explore and learn more about what you do. While both are important, a landing page is better suited for an upcoming campaign or an event to increase visibility and drive warm traffic to carry out an action.
In this blog, we’re going to discuss what IS a landing page, how to create one that converts and a bonus tip on color theory that will make your landing page stand out,
What IS a landing page?
A landing page is one page designed to generate warm leads for a particular goal. Customers that click on your landing page know about your business already and have taken an interest in what you do.
This goal could be newsletter signups, signing up for a demo, social media campaigns, registering interest in a product or service, and so much more.
At GoViral, we create landing pages for our long-term clients, Jabra, for the events they attend like GITEX Africa, Infocomm, and ISE Barcelona.
These events increase the visibility and awareness of the brand, building a community of loyal customers and generating warm leads.
For each event, a specific landing page is created to drive conversions focused on signing up for a demo before, during, and after the event. This keeps Jabra top of mind for their customers and encourages them to keep coming back, even after the event is over.
Ok, so where do I find customers to drive traffic to the landing page?
We thought you’d never ask.
While traffic can come through social media platforms alone, using PPC (Pay-per-click), advertising, and email marketing campaigns can increase your chances of directing traffic to the landing page.
A PPC campaign pictured below can increase visibility and drive more traffic ahead of an event.
Remember, you’re sending WARM traffic to your landing page. They already know you and have shown interest in your business.
There are key details to keep in mind when creating a converting landing page.
Making a landing page convertible
The reasons for landing pages not converting are the call to action isn’t strong enough, the visual design doesn’t pop out and most importantly, the copy isn’t intriguing enough.
When your warm lead clicks onto your landing page, it needs to have all the key information above the fold (this is the first area you see when you click onto any page).
Your landing page needs to sell itself.
Our biggest advice is CUT. THE. FLUFF.
Cutting the fluff means no complex terms and large blocks of texts.
Above the fold needs to have information that a customer can read and know exactly what the landing page is about.
Let’s go through the top information needed to make your landing page a hit and secure that conversion.
Securing the Conversion
The average conversion rate for a landing page is 9.7%. However, vital information that can secure the conversion are the headline to capture attention, sub-headline messaging that’s tailored to the specific audience, social proof to get them over the line, and a strong call to action to take the next step.
Anything else can be placed below if the customer wants to learn more about the sales messages.
1. A Captivating Headline
Think of a good article you’ve read, a strong LinkedIn post that made you feel seen, or a viral TikTok that called you out.
Ask yourself WHY you stopped reading.
We’re 100% sure you stopped because the headline caught your eye and intrigued you to keep reading.
If your headline isn’t strong enough, people are going to swiftly click out of your landing page.
Another reason why customers scroll past is because the headline has too much fluff.
It’s created for the purpose of everyone and anyone, and unfortunately trying to speak to everyone leads you to speaking to no one.
In your headline for your landing page, it needs to convey the benefits of the conversion, a time-sensitive offer, or an easy solution to their problem.
Your headline should be clear and straightforward so the customer understands.
How did they get onto the landing page? If it’s through PPC or advertising, make sure it’s relevant to what they clicked on.
Customers want to feel seen and heard so your headline should emphasize and SPEAK directly to their problem, placing you as the solution.
2. A Sub-Headline
A captivating headline will get the customer’s attention but the sub-headline is written to reinforce the customer with extra details and benefits the customer needs to know.
Your subheadline should include your unique selling proposition (USP) that makes you stand out and encourages your customers to carry out the conversion.
After all, your customers need to know why YOU’RE different.
Messaging that not only has the features but the benefits of the product or service encourages customers to stay on the page and convert.
Messaging that’s tailored to the customer significantly increases conversion rates compared to a generic landing page.
3. Scroll Stopping Hero Image
Pair a captivating headline and subheadline with a strong hero image and you’ll have your customers’ attention.
Your hero image is an important aspect of your landing page because images, videos, and graphics can emotionally persuade someone to take action.
Our brain processes visual information quicker than text alone so combining the two creates an impact. Your hero image should be displayed in a way that the customer can visualize the benefits of the product or service.
4. Show Me the Proof
Client testimonials, reviews, and ratings are a sure fire way for customers to convert if they see other customers are happy.
Showcasing social proof boosts your credibility and authority around what your product or service offers.
Displaying reviews can increase conversion rates by 34%.
5. A Focused Call-To-Action
Your CTA is the driving force on your landing page and primary conversion metric.
There’s nothing worse than designing the perfect landing page and the call-to-action is too weak.
Your CTA should be obvious in its design (color psychology tip below), and compelling in the copy to get people to act.
GoViral Bonus
We’ve given you the top five areas of a landing page that needs to be effective but we’re going to go one step further by giving you a bonus tip.
When you’re making a landing page, one thing that’s not taken into account as often is COLOR.
Color theory can impact whether someone will carry out your desired action on the landing page. Designers have been aware of color theory for a long time, and how the visual impact can lead us to have different emotional responses.
Two ways color theory relates to a successful landing page are the contrasting color combinations and readability along with psychological color associations.
We associate certain colors with different emotions and using color to create your landing page can increase the chances of conversion.
Red promotes urgency, green promotes balance and refreshment, orange is associated with warmth and security, black exudes sleekness and efficiency and so forth.
By using this knowledge to your advantage and understanding each color association, you can create your landing page effectively.
Take Apple’s very simple color combination. The contrast of black and white is easy for people to read, making it accessible while the white background compliments the bold black that exudes efficiency and sleekness.
Think about the emotions you want your customer to feel and play around with contrasting colors to be able to ignite that emotion.
It’s the finer details that transform the conversion rate.
GoViral Conclusion
We’ve deep dived into the main areas you need to pay attention to when building out your landing page. Whether it’s for newsletter signups, a discounted offer, or a marketing campaign, the landing page should be clear, direct, and achieve the end goal.
Don’t be afraid to A/B test different landing pages to see what works and what doesn’t, it’s a process.
If you’re looking to create a landing page but feel overwhelmed about the different aspects, contact us at GoViral to help you build a landing page that converts.
The Rise and Fall of Threads
Threads is hanging on by a thread, LITERALLY. Threads emerged as the hot new app, launched on the fourth of July, 2023 and was presumed to be the app to be on. Similar to X, formerly known as Twitter, Threads is a text-based platform where content creators and businesses could connect and discuss topics and start conversations. Owned by Instagram and Meta, it’s another way of keeping users on the app and to continue engaging with each other. Unfortunately, the rise of Threads has slowly begun to fall and has been kicked to the corner by many. In this month’s blog, we’re going to explore the evolution of Threads, its use and benefits for businesses and creators, and give our verdict on whether Threads will survive another year.
The Evolution of Threads
Did you know Threads was already launched by Instagram in 2019, originally a “camera-first messaging app”. Sounds very similar, no? (hello BeReal!). When you start a new account on social media, you have to build it from scratch.
With threads, your followers are automatically transferred over to the new platform. Your feed consists of accounts you already follow with suggested content from other creators that Instagram’s algorithm has favored.
Less than a week after Thread’s launch, it crossed the 100 million user mark. Who’s surprised though? When a new app comes on the scene, people are hungry to try it out. The general verdict across social media is people are getting bored and frustrated because of an increase of paid ads and promotions.
People don’t feel like they can connect with people anymore because everything feels like an ad. We wrote an article here about how authenticity is in, artificiality is out. People want to buy from people but they want autonomy over what and how they buy.
Threads gave people a space to chill out and take a breather.
Threads was released as a competitor to Twitter, however there aren’t many differences between the two. Both share the same features with images, videos but the MAIN difference is Threads has a character limit of 500 words (YAY, more space to write), compared to Twitter’s 280 characters.
X (I’m still not used to this, it’ll always be Twitter), gives more of a newspaper vibe but in real time whereas Threads is more about creating a community.
Threads Vs Every Social Media Platform…
Even though Twitter is Threads’ competitor, there are a few other platforms that could be seen to be a competitor.
It mightn’t surprise you but Reddit is a HUGE place to start public conversations, create a community and you can find pretty much anything on the platform.
One of the weirdest questions on Reddit we found was “if the Earth was perfectly smooth, would water still form oceans?”. Nothing like an existential crisis to wake us up to reality.
There’s millions of different subreddits, ones called r/shower thoughts and r/NoStupidQuestions (no such thing as a stupid question, we like it), that people get involved in and share their own thoughts and opinions.
Threads also has an ephemeral feature, messages disappearing after 24 hours, which suits people who are cautious about their digital footprint. This feature is also common on Snapchat and Instagram stories.
Funnily enough, Instagram launched their previous version of Threads to compete with Snapchat but never gained enough traction, which led to it being discontinued in 2021.
LinkedIn in recent months has become a hub for authenticity and storytelling despite it being a “professional” platform. There’s been a move from hard sales and posting about your new job to a place for storytelling and creating a community.
The similarity between LinkedIn and Threads are that they are both text-based platforms and both are focused on engagement and building a more intimate connection with your audience.
While LinkedIn is still the place to find the hustler entrepreneurs and pointers on how to buy time back for your business, Threads is more along the vibe of the cool kids hanging out at a cafe, discussing what flavors they get in their matcha coffee.
Threads has taken different features across the text-based platforms and combined them into one but we’re still not convinced…
Was Threads an investment or risk for businesses?
When Threads launched, everyone wanted to get on the app and check it out for themselves. This also meant businesses were curious as to whether they needed to be on yet another app.
Threads created an intimate space for businesses and customers to speak directly to each other instead of messages getting lost in the DM’s. This created more of a connection and allowed them to address any concerns quicker in a more casual setting.
Because of its real-time conversations, it gave off a sense of exclusivity because of its ephemeral messaging. Limited offers or discounts set off a sense of urgency and feels like a bond between the business and the customer.
The ability to also share short videos and photos with ephemeral messaging could have been useful for offering quick tutorials or showcasing new products.
However, there are drawbacks for businesses.
Even though many rushed to the app when it launched, the rise of users quickly slowed down. Businesses have a limited amount of time and adding another app to the list, they need to make sure what they put in will be returned. For some, this was too much of a risk.
Like any platform, you need to learn the new tools and come up with yet another strategy, sending marketers into overload. If you got something good going, sometimes its better to stick to what you know.
All of this comes down to what the businesses goals were in the long run. A business that wanted a more interactive way to connect with a smaller, engaged audience could benefit from the app. Not to mention, it’s a good place for businesses to do market research and see what people are talking about.
This could have led to new ideas and product launches which would make customers feel valued and heard.
But if a business was looking for long-term brand building, sticking to what they know like Instagram or TikTok is better for the long run.
Where is Threads now?
At this moment, Threads has 175 million monthly active users in July 2024, with an increase of 25 million since April. However, compare that to Twitter (X) who has 550 million people accessing the platform on a monthly basis. Although there’s still an active presence on the app, it still remains a fraction of the size of Twitter (X).
Reviews across the internet about the platform are fifty fifty. Like any text-based platform, it’s much easier to create content at a quicker speed in comparison to the production process with Instagram and TikTok. Its ability to create an interactive and engaging community would suit niche brands and micro-influencers because of its personalization while for larger businesses, it could be used as an informal and direct customer support service.
Every once in a while, someone will mention Threads but for now, the hype around the social media app has died down.
GoViral Conclusion
Threads had everyone in a frenzy with yet another app for business owners, influencers and entrepreneurs to worry about.
Although it rose to fame within a few days, the virality didn’t last long.
It’s interesting to think about why Threads didn’t continue to grow.
Even though Threads originally started out as a camera app, there were too many platforms to compete with. Think YouTube and TikTok.
When Elon decided to rebrand Twitter and officially change it to X, Instagram saw it as an opportunity to revive the platform in hopes that it would fill its shoes.
People like predictability and are more inclined to stick to what they know. Unfortunately, Threads didn’t spark enough interest to garner a reaction from the late majority.
Although there’s no definite statistic on why video outperforms text, video has a much lower barrier to entry, requiring less cognitive effort to process information. Our brain processes visuals easier and quicker, invoking an emotion and telling a story that draws the person in.
Our attention span could also have a part to play in why people prefer video-based platforms, compared to text-based platforms.
Even though Threads is still running at this moment, it’s unclear whether it’ll be an active platform by the end of the year. Who knows, it might revive itself and come back as Threads 3.0.
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Paid Ads: 7 Key Metrics to Track for a Successful Strategy
Tracking metrics for a successful strategy is just as important as tracking your steps. Tracking our steps and eating healthier to get fit means we are looking after our body. Just like our body, we need to track metrics in our business to make sure it has a healthy input of money and output of quality content. They say success is subjective but if you don’t track any metrics, how do you know if your business is booming? Nobody likes to waste money so in this months blog, we are highlighting the top 7 metrics to track for a successful paid ads strategy. We got you covered!
The Importance of Tracking Metrics
Let’s break down why tracking metrics is important for your business.
Posting content is crucial for your business because it gets your product or service in front of your ideal customer.
Without content, it makes it hard for people to find your business and buy your products or services. But posting a piece of content once a week isn’t enough to understand if the content resonates with your audience.
The amount of content produced across platforms such as TikTok and Instagram can make it feel like you’re posting into the void. We know the feeling, don’t worry.
Understanding your metrics is crucial to understand your customers’ pain points, how they interact with your content, and whether it’s bringing you in sales.
Posting content that goes viral is great but how many times does this type of content convert? Not often.
It gets eyes on your content and your business but the percentage of people who come from a viral video aren’t your ideal customer.
Having a large following is a boost for vanity metrics but that doesn’t pay the bills.
At GoViral, we are proud of our marketing strategies because we combine inbound marketing with targeted PPC campaigns to get the best visibility for our clients.
Adding PPC campaigns into your strategy is a cost effective way to target your ideal audience but in a less spammy way.
The cost? The only time you pay is when someone clicks on your ad.
Integrating these two methods ensures our clients get their content in front of the right people and guide them along the customer journey.
PPC campaigns achieve amazing results for your business but tracking key metrics is vital for ensuring every click is worth the cents.
Setting up a PPC campaign needs to be well thought out and adjusted if you’re not achieving the results you want.
First things first, goal setting. What’s the purpose for the PPC campaign?
Setting Goals for Success
To achieve anything worthwhile in life, you need to set goals so you have something to work towards.
Outlining the process of how you are going to achieve that goal makes the process simpler and smoother to achieve.
If you don’t have an end goal in sight, you are just going through the motions and the end never ends.
Let’s not do that, especially with a PPC campaign.
Whether its new customers, driving traffic or increasing sales, PPC campaigns are the most effective way to get your products or services in front of them.
Start off defining your goal by using the SMART method (specific, measurable, achievable, realistic and time-related) to break it down into simple steps.
For example, if you’re a B2B company and want to generate leads, you can run PPC campaigns to get customers onto your landing page using targeted keywords related to the problems your software solves.
You can then offer a free trial or demo of their product.
Here they can capture emails and create an emailing list for new product releases or events in the future.
You need to A/B test ad variations to see which ad performs best, adjust the bid depending on how well it’s doing and be ready to refine the campaign if it isn’t achieving the results you want.
Everything in marketing is about testing until you find the “stickiness”.
Think of it like shopping for the best outfit.
You spot two dresses that are in the shade blue but one is slightly lighter.
You decide to try them on to see which one suits you better.
In the changing room, you try on each dress and notice the lighter blue makes you look pale, draining you of colour.
The darker blue makes you look more vibrant and bronzed.
You decide to go with the darker blue because it makes you look and feel better.
Like choosing the best outfit that makes you look and feel good, people are more inclined to click on an ad and convert if it makes them feel like you understand their problem and can provide a solution.
If people are clicking into your ad and not converting on your landing page, something is wrong with the copy or your audience targeting isn’t right.
Get clear on WHO you’re speaking to, what you can do for them and target the right audience who are likely to convert.
GoViral’s Success Strategy
At GoViral, we see the importance of PPC campaigns and the amazing results it has achieved for our clients.
Our client, Jabra, attended GITEX Africa last year and needed our help in creating a campaign before, during, and after for GITEX Africa this year.
We discussed their goals for the PPC campaign and what they’d like to achieve.
Last year, their PPC campaign achieved 44 sales qualified leads and 4 marketing qualified leads.
With our expertise and knowledge of getting the best results from PPC campaigns, we exceeded last year’s results, achieving 99 sales qualified leads and 24 marketing qualified leads.
When done right, PPC campaigns are powerful for your overall business objectives.
Let’s dive into the top 7 key metrics we focus on to achieve these results.
The 7 key metrics
1. Impressions
This is how many people have seen your ad while browsing the internet. Impressions give you an indication of whether your keyword targeting is correct, if your bidding is too high or low and if your copy is resonating.
Main reasons for low impressions are incorrect keyword targeting, poor ad copy or boring creatives.
Your bid might be too low for it to compete with other ads that are bidding for the top.
This can be a struggle for smaller businesses but investing in keyword research, targeting the right audience and have copy that speaks directly to the customer can increase your impressions.
2. Clicks or CTR (Click-Through-Rate)
CTR is an important metric to analyze because it helps when optimizing your budget.
Ads with a high CTR cost less per click which reduces spending large amounts of money on PPC campaigns.
A/B testing ad variations and copy can single out cost-effective keywords and highlight what ad is resonating most with your ideal customer.
Once you notice what ad variation is resonating most, the budget can be adjusted accordingly and help push your ad.
To understand how much each click costs, divide the total number of clicks by the total number of impressions and multiply by 100%.
Think of the last time you clicked on an ad.
What was it about the ad that made you click?
3. CPC (Cost-Per-Click)
In an ideal situation, your CTR should be high and your CPC low.
This shows that your ideal customers are resonating with your ad and are clicking through to learn more about your business.
CPC focuses on optimizing your bidding strategy for PPC campaigns where you can identify keywords or ad placements that are driving clicks.
If a specific keyword is gaining more traction, you can adjust your bidding to be higher on that word and lower bids for others.
If you have a high CPC, your ad could be targeting the wrong people.
Make sure your copy and creative is clear about who its targeting or you’ll end up with a hefty bill and no sales.
To find out what your CPC is, divide your total ad spend for a specific day or campaign by the total number of clicks your ad receives during that period.
4. CPA (Cost per Acquisition or Paying Customer)
CPA relates to how much it costs to acquire a paying customer in terms of clicks.
The only metric you want to be high is your click through rate.
If your CPA is high, like CPC, your audience targeting could be incorrect as its shown to those who are unlikely to convert.
Understanding your audience and segmenting them correctly will give you a much higher return on investment and less headaches.
Find out how much it costs to acquire a paying customer by dividing the total ad spend within a specific timeframe by the number of conversions people carried out after your ad or campaign.
5. Conversion Rate
A huge indicator of whether people are carrying out the desired action is your conversion rate.
This looks different for every business. If you have a newsletter, a conversion could be a subscribe, if you have an E-book on the best ways to convert audiences into customers, this could be a download.
It doesn’t necessarily mean a sale.
Low conversion rate means there’s friction somewhere along the customers journey.
Something is making them leave your landing page or worse, not even clicking into your ad.
Understanding how a person interacts with your content will indicate what needs to be improved.
Maybe your call to action isn’t clear or your layout of your website is confusing.
Your website needs to be clear and straightforward so that you’re guiding the customer with ease through the journey.
To understand what your conversion rate is divide the number of conversions by the total number of visitors to your website and multiply by 100.
For example, 1,000 people visit your website a month and 50 people convert – (50 conversions/1000 visitors) x 100% = 5%.
6. ROAS (Return On Ad Spend)
This helps us measure the actual revenue generated for every euro you spend on your advertising campaigns. So think of your CTR, CPC, and CPA.
The ONLY metric we want high is your CTR. If your CPC and CPA are high also, your ROAS is going to be low indicating your campaign isn’t profitable.
The aim of your campaign is to earn more revenue from your ads then the amount you’re investing in them.
If you have a set budget, ROAS is extremely important to ensure you’re making every euro count.
Divide the total revenue generated from the ads by the total ad spend to figure out what the ROAS is for your campaign.
7. Quality Score
Your quality score is based on how relevant your content is according to Google Ads.
This rating can make or break how well your ad will do because it considers whether it will resonate with your ideal customers, whether the keywords match and if your landing page answers what the customer is looking for.
Your quality score is important when looking at your CTR. If your quality score is low, expect a higher CTR.
A note from our PPC Specialist
As a passionate PPC specialist, I believe in the power of a well-executed Google Ads campaign, here are a few tips to help you on your path to PPC success!
Start by setting clear objectives that align with your business goals – whether it’s driving traffic, generating leads, or boosting sales, know what your goals are.
Make sure you conduct thorough keyword research using tools like Google Keyword Planner and aim for a mix of broad, exact, and long-tail keywords to capture both wide and specific search intents.
Write ad copy that’s not just clear and concise, but also engaging.
Highlight your unique selling points (USPs) and don’t forget to include strong calls to action that make users want to click.
When users click on your ad, your landing page should be fast, mobile-friendly, and easy to navigate, ensuring a seamless experience for visitors.
Don’t overlook ad extensions!
Use sitelinks, callouts, and structured snippets to pack more information into your ads and boost their visibility.
Conversion tracking should be a top priority, set it up to see which keywords and ads are performing best, and use this data to fine-tune your strategy and get the most out of your investment.
Monitor your bids and adjust them regularly to make the most of your ad spend.
Automated bidding strategies like target CPA or ROAS can help optimize for your campaign goals.
Continuously A/B test different ad copies, headlines, and landing pages to find the most effective combinations and keep improving.
Remarketing is your friend!
Re-engage visitors who’ve interacted with your site before, and use dynamic remarketing to show them personalized ads featuring products or services they’ve viewed.
Lastly, keep a close eye on your campaign data, regular analysis will help you spot trends, strengths, and areas for improvement, ensuring you’re always moving forward.
Happy Optimizing!
GoViral Conclusion
Understanding the seven key metrics of paid ads can transform your business and get your content in front of the right audience at the right time.
You want the customers’ journey to be smooth from the moment they see your ad to conversion.
At GoViral, we ensure your PPC campaign is tailored to your businesses’ objectives, targets your ideal customers and achieves the results you desire.
Don’t spend time on trying to figure out how paid ads work and lose out on money. Get in contact with us today to start getting a positive return on investment for your campaign.
Contact GoViral Digital today to learn how our expertise in inbound marketing can develop an effective paid ads strategy, getting your content in front of the right people and achieve measurable results for your campaigns!
The Age of Personalization: Personalization Marketing Gone Wrong.
Hey… you… yes you. We’ve been waiting for you. If you’ve watched the series “You”, you know Joe’s fascination with finding his one true love and goes as far as stalking them to find out everything about them. Much like Joe, businesses gather information and data on their customers to adjust their personalization efforts. However, too personal, the customer feels creeped out but if too generalized, the customer feels one of many. Don’t be like Joe. We’re going to dive into the mistakes businesses make that give the customer the ick and how to avoid being called out for stalking.. just kidding but businesses need to be mindful of the information they store and what they do with it. Let’s dive into how businesses can be less like Joe and more like a friendly reminder.
Beyond the Algorithm
If you’ve ever received a personalized gift for your birthday, you know that feeling.
It makes you feel special and seen, making you feel warm inside.
Well, that’s what companies have been trying to do with their products and services making their customers feel heard along the buyer’s journey.
When personalization is done right, customers engage with the business and show loyalty towards that brand. They’re happy to tell people about you over a cup of coffee or recommend using your products online. The dream outcome for a business.
The problem is companies often still see customers as a demographic rather than a real person who has interests, beliefs, pain points, wishes, dreams.
While understanding the demographics of a person like their age and location is beneficial for companies to target their desired audience, this gives a very surface level understanding of who their audience is.
How can you personalize the content your audience receives if you don’t even know what they want?
Automation has helped businesses speed up their processes and workflow but if there’s limited data or worse, wrong data about a segment of your audience, your audience will have no problem leaving a one star review.
The last thing you want is your businesses reputation damaged because you didn’t do enough research into your customer.
You need to know your audience like the back of your hand.
Ever wondered what that looks like?
Let’s dive into…..
Daisy’s Personalized Journey
Meet Daisy.
Daisy is 27 years old, living in Barcelona, and is a digital marketing freelancer.
Daisy is a typical Apple customer who buys products online because of its quick delivery and discounted prices if she buys a bundle.
Daisy goes for a walk at one “o” clock every day to get some fresh air.
Sitting in front of the computer for long periods of time hurts her eyes.
She goes for these walks to feel re-inspired because her concentration levels normally fall in the afternoon.
Daisy loves listening to Mel Robbin’s podcast to get her creative juices flowing again.
Daisy puts her earbuds in, presses play but wait, there’s something wrong.
Nothing is coming out of one of the earbuds.
Daisy hates when this happens because she likes to block out the noise around her and focus on the podcast.
Frustrated about her earbuds not working, she quickly opens up her phone and types “apple store close to me”.
Daisy is a regular customer at apple who buys online but she doesn’t want to wait a few days to get her new earbuds.
She notices there’s an apple store about ten minutes away from her.
Daisy checks to make sure they do in-store pick up.
The relief she feels when she sees they do.
She clicks into the apple website, logs in, and goes to her previous orders.
As she’s about to repurchase her last pair, Apple sends her a discounted code to thank her for being a loyal customer.
Directly after purchasing, she receives a thank you email with her order number for pick-up.
The earbuds are in the store so she grabs her jacket and takes off on the walk.
Arriving at the store, she heads inside to give her order number to the manager.
After five minutes, Daisy gets her earphones and is excited that she can finally listen to Mel Robbin’s podcast on the way home.
She’s super happy with her experience that she leaves a review on the Apple website, thanking them for their quick delivery and great customer service.
Personalisation should be discreet and blend seamlessly into their buying journey.
Daisy moved down the funnel quickly, from becoming aware of her problem, going directly to conversion because of previous positive experiences with Apple that addressed her needs and desires.
Messaging, targeting and timing matter.
Reeling in the Years of Personalization
Personalization isn’t a completely new concept.
Remember that fancy hotel you went to for your anniversary, the hotel manager upgrading you to a suite with balloons and chocolate congratulating you.
The restaurant singing “happy birthday” for your 50th birthday.
Your local shop knowing your first AND last name, asking “how’s the family?”.
The only difference is personalization upgraded to the digital world.
Let’s take a look back at where it all began…
The year was 2011 and you just received an email that had YOUR name in the email. This email is personalized for YOU!
In comparison to how everything is personalized now, this seems small but to have an email with your name was major.
Amazon saw an opportunity and in 2012, they took the first step in personalizing product recommendations, creating a benchmark for other businesses.
This algorithm had the ability to recommend products to the customer, based on what they were looking for.
Seeing the increase of engagement and the value personalisation had, businesses wanted to do the same for it’s customers.
In 2018, personalization spread and websites were adapting to customers needs, ensuring the products were shown based on previous purchases.
If you bought a train ticket to Barcelona, it’s no surprise tourist attractions or hotels in Barcelona would show up, preparing you for your trip.
Understanding the customer’s journey and thinking “what does the customer need”, NOT “what should we show them”. You wouldn’t show an ad for a trip to Madrid after they’ve bought a train ticket to Barcelona.
It’s 2024, where are we now?
We now live in the age of “hyper-personalization”, merging behavioural and real-time data to understand how a customer shops, how they browse and so forth to match products or services to their needs and interests.
But are customers happy about businesses collecting and analyzing data?
Personalized Marketing Gone Right
A business that understands personalization understands the customer and gives them the experience of being seen and heard, which results in them becoming returning customers.
Think of a business that gave you that experience.
They understood EXACTLY what you needed at the right time and overall, it was a positive experience.
Amazon excels in personalization because customers are happy to share their data in exchange for product recommendations that align with their interests and needs.
There’s a reason why customers are influenced by influencers and content creators, we trust recommended products that come from real people.
TikTok took this idea and added TikTok shop to the platform which saw an increase in sales and brand growth. We trust word of mouth and referrals.
Businesses, be AWARE!
Word-of-mouth is powerful so if a customer has a bad experience because of your personalisation strategy, be prepared to receive backlash.
Other businesses that understand personalization are Netflix, sending out content recommendations based on what you watch, having you doom-watching (like doom-scrolling) episode after episode.
Think of Spotify, especially at Christmas Time. The famous Spotify Wrapped is all over everyone’s stories, showing off what artist or album they listened to the most throughout the year.
Businesses that understand their target audience reap the rewards.
GoViral to the Rescue
Look, we’ve all been there. Sent the wrong message to a friend. Booked the wrong train. Took the wrong turn.
Human error.
But for businesses, it’s crucial to be careful with customers’ data and how you plan to use it.
If you’re cutting corners on your personalization strategy to save time, expect errors that will cost you more than an unsubscribe.
Let’s dive into the top three errors we see businesses make and how to avoid your business getting a bad reputation….
1. The Infamous Email Error
You have a large campaign where you need to send out emails to your target audience.
Instead of manually entering everyone’s name, you enter an automation – hi <firstname>, we want to tell you..
But what happens if a person didn’t sign up with their first name?
That person receives the email the same way you sent it – hi <firstname>.
Oops.
Always make sure you have a fallback phrase that relates to the email content.
This makes the customer feel involved and part of a bigger community.
Popular clothing brands will use a fallback phrase like fashionista, travel brands might use adventurer.
This phrase is still personalized to the audience, avoiding the loss of a subscriber.
2. When content hits too close to home…
Sending irrelevant content can put your customer off but sending too relevant content will trigger a bad response from your customers.
Campaigns related to health, mortality, or family need to be carefully thought out, ensuring the correct data is up-to-date.
If you don’t have the correct data to deliver to your target audience accurately, scrap personalized campaigns.
You want to add value to your customers through your content, not confuse, upset or anger them.
Giving the customer the option to opt-out of certain occasions such as mothers day and fathers day is a way to show your customers that you value them, creating a stronger relationship.
3. Research Past and Present World Events
Real world events like natural disasters, political issues or terrorist attacks are also something businesses need to be aware of.
Automation allows a business to send out campaigns to a large amount of people in a short amount of time but be aware of the variables you enter.
Like the email error, always make sure different variations of variables are tried and tested before sending out.
An example would be adidas personalization error where they sent out a targeted message congratulating Boston Marathon Runners for surviving the marathon.
Big mistake.
People on social media were quick to remind adidas about the real survivors of the 2013 Boston Marathon Bombing.
This stresses the importance of researching past and present events and to try out different wording with variables to make sure the campaign goes smoothly.
You can create temporary filters that target insensitive language related to a specific event before the campaign to ensure the correct wording is used.
We can’t control natural disasters or other such events but we can control our wording so be mindful.
GoViral Conclusion
We know the importance of personalization but getting it right seems to still be an issue for businesses. Using out-of-date data and miscommunication between teams leads to customers receiving the wrong messages. Every business needs a strong personalization marketing strategy so that the customers feel like the message was just for them.
At GoViral, we ensure our client’s have an up-to-date CRM and a personalization strategy, turning their target audience into customers. If your personalization marketing strategy is causing more friction than sales, get in touch and GoViral can help create a seamless experience for your customers every step of the way.
Contact GoViral Digital today to learn how our expertise in inbound marketing can develop an effective personalization strategy that speaks directly to your customers every step of the way!
Authenticity is in, Artificiality is out.
We are back with our monthly GoViral blog and this month, we are delving into the topic surrounding how businesses that are value-driven and have strong brand messaging are maximizing their brand loyalty. People are sick of being sold to and want to feel seen and heard. Most businesses continue to miss the mark, updating people about product features but fail to show the true value and people behind the brand. People buy from people. We share four simple but effective strategies that your business needs to implement if it wants to thrive this year. Let’s get into it!
How businesses are missing the mark
Traditional marketing techniques were straight to the point and created for the masses. There wasn’t a specific target audience they wanted to target, it was for everyone and anyone.
Marketing to the masses has proved costly to businesses and takes up valuable time that can be better spent elsewhere. Businesses that cut costs on marketing are missing out on maximizing their brand loyalty through engaging with their community and having strong brand messaging.
People are more interested in the people behind the brand than the products.
People crave connection
The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?
With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.
What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.
A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.
The power of storytelling
The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?
With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.
What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.
A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.
How Gen Z’s Values are Shaping the Content Industry
Companies know what products they sell but do they know the values that represent the business? The term “value statement” is used in marketing strategy because of its importance to the all-over success of a business. If you don’t know what your value statement is, start writing one.
One of the most important cohorts that are value-driven are Gen Z.
They are the first generation to grow up with the internet compared to Millennials and Gen X.
This means they’re more clued in on what’s happening in the world and are more involved in social issues, not afraid to speak up on certain issues especially if it involves a business.
Gen Z’s values are centred around diversity, inclusion, equality, and sustainability. Fast fashion brands have come under fire for unethical labor practices and disregard for the environmental impact it has. They aren’t afraid to boycott a business if they fail to explain their reasoning behind unfavorable conditions.
Stories captivate customers and build brands
Let’s look at some examples of businesses that have set the bar for having strong brand messaging and clear values.
Take a look at the image below. What’s the first thing that comes to mind?
Nike.
If you guessed correctly, then you know how powerful brand messaging can be. Coupled with their slogan “Just do it”, people KNOW who Nike is and what they stand for.
Collaborating with influential athletes such as Michael B. Jordan and Simone Biles and sharing inspiring and motivational stories of people who just DID it, people resonate with the brand and feel inspired.
Nike is much more than a shoe company, they are a performance company that makes shoes as a way to inspire and enable people to perform at their very best.
Overcoming challenges is a big part of life and people find this concept relatable, therefore, strengthening the relationship between Nike and its customers.
Understanding your audience
Jabra, one of our clients at GoViral, is another great example of having strong brand messaging and clear values.
Their technology has evolved beyond the workplace to everywhere on the go. Changes in how people work after the pandemic pushed Jabra to adapt to the current situation. With many workplaces changing to remote or hybrid work, Jabra understood the difficulties that you encounter with technology.
Jabra understands exactly who their audience is and speaks directly to them about the problems they face. Not afraid to create something new and experiment with their technology, they are always seeking to improve to better serve their audience.
Now that we have learnt that traditional marketing is dead and how Gen Z are shaping the content industry, let’s dive into strategies to start creating content that will get people to buy.
1. Craft your story
No business starts with loyal customers or high revenue returns. Every business started from the bottom and made its way to the top. That story is what gets people to buy.
What’s the businesses’ origin story? What values does the business believe in? What struggles did it encounter? What transformation or journey did your product or service bring you on?
2. Connect emotionally to your audience
Don’t tell them about the product. Tell them how it will make them feel. If we take a pair of headphones, no one is going to connect with the product if you tell me it has great sound. Go deeper than that.
Block the whole world out with our noise-canceling headphones to wind down after a stressful day at work… you get the point.
Give them an experience and how they will feel when they buy the product
3. Show, don’t tell.
A business can say its product is amazing but the consumer is in charge of making that decision. If a customer isn’t happy with a product, they aren’t going to shy away from speaking about it on social media. The product or service needs to help fix a problem. A skincare product that gets rid of acne. A pair of shoes with insoles that make you feel like you are walking on clouds. A jacket that feels like your grandparent’s hug.
Let the product speak for itself. Customers won’t have a problem telling everyone about the impact it had on them.
4. Call to action
Customers can resonate with your story and connect to the product but fail to act because they don’t know what the next step is. Be clear on what you want them to do. Whether it is subscribing to your product launch, attending an event, or making a purchase, there needs to be a clear call to action and a reason WHY.
GoViral conclusion
We can all learn something from Nike and Jabra regarding their strong brand messaging and clear values that resonate with their target audience. People don’t want to hear about the next product launch if it isn’t solving a problem for them. Get clear on what your business stands for and show up as that every time your audience sees you online. It’s harder to grab people’s attention but with strong brand messaging, your business will be top of mind for them. Don’t blend in, stand out amongst the crowd.
Contact GoViral Digital today to learn how our expertise in inbound marketing can enhance your brands presence and help tell your brands story.
The Importance of Brand Voice
When it comes to distinguishing your brand, having an appealing visual identity and logo surely helps, but what also matters is your brand voice. In order to make your business stand out from the rest and connect with your target market, establishing a brand voice and using it consistently in your marketing strategy is vital.
There’s a reason why a hip brand catering to young adults might use “cool” slogans, or why luxury cars keep it sleek and professional. Your brand voice helps you to make your brand recognizable and reach the right audience.
Let’s talk about what brand voice is and why it’s a good idea to think it through for your brand. We’ll also cover how to create a unique brand voice that you’ll use throughout your communication channels.
What is Brand Voice?
Just like how a personality makes a person unique, a unique brand voice distinguishes a company from its competitors. Brand voice is defined as a personality that your brand consistently communicates. It reflects your brand’s values and serves as a guide on how and what you say when it comes to your marketing strategy. It also helps you connect to your audience and reach potential new customers.
You can think of your company’s brand voice almost as if it were a person. What personality does your brand voice have? What phrases does your brand use? Imagine that your brand is at a dinner party; how would it speak to the other guests?
Why is it important to establish a brand voice?
There is an overload of noise when it comes to advertising and other online content. Individuals and brands are constantly talking through social channels, so it’s important to stand out. Having nice photos, a unique logo and well-thought-out products are all great ways to strengthen your brand, but what you write needs equal care.
Having a consistent brand voice helps differentiate your company while switching up your voice in each post can quickly lead to an unfollow from your customers.
How can you create a unique brand voice?
1. Start with your brand values and mission statement.
Do you need help creating your brand voice? Look at your brand values to determine your voice and how you communicate with your target audience. Make sure that what you promote and say to your audience also reflects your values and mission statement.
Let’s say that your brand named “Green Sea Turtles” sells bright-colored sustainable cleaning products for Gen Z. You value eco-friendliness, have a modern approach and donate 5% of your yearly income to a charity that saves baby sea turtles.
How you communicate to your customers and in what style should also reflect your products. You probably won’t be speaking strictly professionally to your Gen Z customers and the advertising could be directed in a fun, light-hearted manner.
2. Identify your buyer persona to target the right audience.
Making a list of potential customers and writing down their personalities, habits and what they might be interested in is a great way to explore your brand voice.
Knowing that your Gen Z customer for the “Green Sea Turtles” brand is 19 years old, loves to dress in vintage 90s clothing and watches ASMR cleaning videos on TikTok can help you to create your brand voice. Making t-shirts with “God save the sea turtles” slogan and videos promoting your cleaning products showing a Gen Z cleaning her apartment can end with her saying, “Omg so clean, thanks Green Sea Turtles.”
Knowing your buyer persona can also help you to choose the tone of voice that you will use when communicating with your target audience. If you want more tips on how to reach Gen Z customers, read our blog article 5 Tips for Marketing to Gen Z.
3. Keep your brand voice consistent over all social channels.
This includes being consistent on all your social platforms, email communication and even packaging. Think of your brand like a bundle. It would be weird if you communicate your brand in a casual, fun manner and have extremely formal emails like you’re talking to a corporate audience.
One brand that is a great example of keeping its brand voice consistent is Apple. The brand often leaves the wording simple and to the point and adds an eye-catching image to highlight cutting-edge technology. Even their packaging is simple and enjoyable to open, just like how their products are enjoyable to use.
Apple’s advertisement above for the new “unsend” Imessage feature is almost like a short movie. At the end of a message that was unsent, Apple wrote, “Relax, it’s iPhone.”
How do you know your brand voice is working?
Remember, be yourself. One way you know your brand voice is working is if your customers feel as if your company is directly speaking to them, they feel connected to your brand and they feel like they’re part of the conversation.
You can also investigate how your customers are engaging with you online to see if your brand voice is working well. Make sure to read our How You Can Use Social Listening to Improve Your Business blog article to track what others are saying about your brand, and if your brand voice is structured correctly.
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