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The Strategy Playbook for Digital Agencies: Optimizing Marketing Campaigns to Maximize ROI

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The Strategy Playbook for Digital Agencies: Optimizing Marketing Campaigns to Maximize ROI


The Strategy Playbook for Digital Agencies: Optimizing Marketing Campaigns to Maximize ROI

If you want to explore the tips & tricks that agency leaders currently use to maximize the ROI of clients’ marketing campaigns, download your free copy of The Strategy Playbook for Digital Agencies collaborated with Channable!

Digital marketing campaigns might be costly, but they are essential. It might be tough to expand your business without a strong web presence. However, until you have a solid digital marketing strategy in place, you won’t be able to optimize the efficacy of your efforts.

You must calculate the Return On Investment (ROI) of your digital marketing activities for optimization, just as you must for traditional types of marketing. However, when analyzing the ROI of your digital marketing activities, there are innumerable variables to consider. As a result, knowing which ones to measure and which ones to avoid is essential.

Here are some strategies to boost the ROI and launch a successful digital marketing campaign:

Establish Campaign Goals 

Whenever you set business objectives, you have to consider various elements that may influence your path to success. You must aim for a good return on investment from your marketing efforts and understand that your marketing ROI is influenced by several elements, including cost structure, industry, and market demand. 

As a result, it’s critical that you only have achievable objectives and that you precisely explain the aim of your digital marketing campaign strategy to optimize it effectively. Defining unreasonable goals for your marketing team or campaigns might significantly influence your overall approach.

Creating Optimized Digital Marketing Campaigns

Your business must stand out to succeed in the digital arena where customers are continually bombarded with countless advertisements and other marketing techniques. Content is the foundation of any marketing effort, and you’ll need to nail it if you want to surpass the ordinary.

Customers seek brands that provide them with value and those they can connect with on a personal level. Therefore, it is critical to make sure your material is always tailored to your target audience for maximum digital marketing optimization, which can be identified and determined by their preferences, demography, geography, gender, and other factors.

Use Predictive Analytics

Predictive analytics uses machine learning and artificial intelligence to derive insights from vast datasets, models, and algorithms to forecast future consumer behavior and promote brand awareness. Strategized quality data is what it takes to optimize a digital marketing strategy, and this tool provides insight into achieving systematically arranged data, which helps increase ROI.

Predictive analytics may also help marketers discover and prioritize leads to find the ideal customer base that is most likely to convert. It also aids in client retention and boosting conversion rates while enabling marketers to devise well-informed and cost-effective marketing plans. It helps produce the greatest outcomes depending on customer behavior.

Leverage Automation Technology

Automation is the most effective solution for maximizing ROI, due to which marketers are increasingly searching for cost-effective marketing automation tools like Channable to automate routine processes. Automated tools can save photographs and documents, manage email lists, and others. You may focus on intricate methods that involve more ingenuity and effort by utilizing automation technologies.

Avoid Vanity Metrics

You must be cautious about the metrics you choose to measure the progress of your campaign. Some metrics may be vanity metrics that cause you to lose sight of your company objectives. Press release shares, Facebook likes, raw pageviews, registered users, and other vanity metrics in marketing are common, but they don’t always correspond with income.

While these indicators provide some insight into how well your marketing plan is functioning, they have no bearing on the return on your marketing investment. Vanity metrics redirect attention and effort away from things that truly matter and are valuable.

The Questions That We Asked to Our Member Agencies

  • What would be the ultimate indicators for a successful digital campaign?

An optimized digital campaign with achievable and purposeful targets, data-driven content, and quality leads are the key indicators of a successful digital campaign.

  • How do they optimize a digital marketing campaign?

Finding your target audience is the first step toward optimizing a digital campaign. Once it is achieved, you must employ marketing automation, create brand awareness, promote a data-driven content culture, and establish campaign goals for peak optimization. 

  • What are the challenges while running a digital marketing campaign?

However approachable it gets, digital marketing campaigns come with their challenges and trials. The main challenges faced while running a digital marketing campaign are creating quality leads, applying useful analytics, encouraging responsive content and brand awareness, identifying your target audience, and establishing a data-centric approach. 

  • How does data play a crucial role in maximizing ROI?

Encouraging a data-driven content culture is a key ingredient for promoting ROI. With purposeful data, the content develops accuracy, leading to a faster decision-making process based on data analytical insights. 

  • What are their tips and tricks to launch successful campaigns?

Predictive analytics and leverage automation technology are two of the ultimate tricks to producing successful digital campaigns. Channable has the perfect set of tools and technology to help you with launching campaigns with peak optimization and, therefore, maximum ROI. 

Download our free eGuide now to get real insights about:

  • The ultimate indicators for successful digital campaigns,
  • The importance of optimization in maximizing ROI,
  • Challenges while running a digital marketing campaign,
  • Tips & tricks from agency leaders to launch successful campaigns.

Our Partner

This e-guide has been created in partnership with our sponsor, Channable, which makes data feed management, automated searches, and shopping campaigns look easy with easy-to-use tools and strong rules! With this all-in-one feed management and PPC tool that generates automated PPC campaigns and optimizes your feeds for the most popular eCommerce channels, you save time and attain complete control over your Google Ads and Microsoft Advertising campaigns.

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How to Use Pinterest for Social Media Marketing in 2024

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How to Use Pinterest for Social Media Marketing in 2024

In the ever-evolving landscape of social media marketing, Pinterest has emerged as a powerful platform for businesses to engage with their target audience. With its visually driven nature and expansive user base, Pinterest offers unique opportunities to showcase products, inspire creativity, and drive website traffic. To succeed in utilizing Pinterest for social media marketing in 2023, it’s crucial to understand the platform’s algorithm updates, develop an effective content strategy, optimize for SEO, leverage key features, and stay updated on the latest trends.

1) Creating an Effective Pinterest Profile for Your Business:

To make the most of Pinterest, start by setting up a business account tailored to your brand. A business profile provides access to valuable analytics and advertising options. Ensure your profile stands out by crafting a compelling description, incorporating relevant keywords, and selecting a high-quality profile picture that reflects your brand identity.

Optimizing Your Profile Description and Keywords

Crafting a compelling profile description is essential to attract and engage your target audience. Describe your business concisely and incorporate relevant keywords to optimize your profile for search visibility. Think of your description as an opportunity to showcase your unique value proposition and capture the attention of potential customers.

Crafting a Compelling Profile Picture

Your profile picture is the visual representation of your brand on Pinterest. Choose a high-quality image that aligns with your brand identity and resonates with your target audience. A clear and recognizable logo or a professional headshot works well as a profile picture. Ensure that your profile picture is visually appealing even at smaller sizes to maintain its impact.

2) Understanding Pinterest’s Algorithm Updates in 2023:

Pinterest’s algorithm continually evolves, affecting how content is discovered and distributed. Stay informed about any updates introduced in 2023 to adjust your marketing strategy accordingly. By adapting to algorithm changes, you can optimize your content’s visibility and reach a broader audience.

Adapting Your Marketing Strategy

Understanding algorithm updates helps you adapt your marketing strategy accordingly. For example, if Pinterest prioritizes fresh content, focus on creating and sharing new pins regularly. Analyze the performance of your pins and boards, and adjust your strategy to align with the algorithm’s preferences.

Staying Ahead in the Pinterest Game

To stay ahead, keep an eye on emerging trends and strategies used by successful Pinterest marketers. Engage with the Pinterest community, participate in relevant group boards, and learn from industry leaders. Embrace innovation and experiment with new features and formats that Pinterest introduces to maintain a competitive edge.

3) Developing a Pinterest Content Strategy:

A well-defined content strategy is crucial for success on Pinterest. Visual content, such as captivating images, infographics, and step-by-step guides, tends to perform exceptionally well. Curate and create visually appealing and shareable content that aligns with your brand and resonates with your target audience. Incorporate relevant keywords and hashtags to increase the discoverability of your content.

Curating and Creating Visually Appealing Content

Curate a visually cohesive and aesthetically pleasing Pinterest presence. Ensure that the images you share are of high quality, well-composed, and visually engaging. Create compelling visuals that showcase your products, services, and brand in an attractive manner. Experiment with different styles, colors, and formats to capture attention.

Harnessing the Power of Keywords and Hashtags

Keywords and hashtags play a vital role in optimizing your content for discovery on Pinterest. Conduct keyword research to identify relevant and trending terms in your niche. Incorporate these keywords naturally into your pin titles, descriptions, and board names. Utilize relevant hashtags to enhance the visibility of your pins and attract a wider audience.

4) Maximizing Pinterest SEO for Better Visibility:

Just like search engines, Pinterest relies on SEO to connect users with relevant content. Conduct thorough keyword research to identify trending and relevant terms for your niche. Optimize your Pinterest boards, pins, and pin descriptions by strategically incorporating these keywords. Additionally, take advantage of alt text and rich pins to enhance your content’s search visibility.

Optimizing Your Boards, Pins, and Descriptions

Optimize your Pinterest boards by using keyword-rich titles and descriptions. Categorize your boards strategically to provide a clear organizational structure for your content. For pins, write compelling descriptions that incorporate relevant keywords and entice users to engage with your content.

The Significance of Alt Text and Rich Pins

Alt text provides a textual description of your images for visually impaired users and search engines. Optimize your alt text by including relevant keywords while accurately describing the image. Rich pins provide additional information about your content, such as product details, article titles, or recipe ingredients. Implementing rich pins can enhance the visibility and engagement of your content.

5) Leveraging Pinterest Features for Marketing Success:

Pinterest offers various features designed to engage users and boost your marketing efforts. Stay up-to-date with the latest features introduced in 2023, such as story pins, idea pins, and video pins. Learn how to effectively utilize these features to tell your brand’s story, inspire your audience, and increase engagement.

Idea Pins: Showcasing Your Expertise and Inspiration

Formerly known as “Story Pins,” Idea Pins are a versatile format for sharing ideas, tips, and inspiration with your audience. Utilize Idea Pins to provide valuable content, tutorials, and how-to guides that align with your brand. Make use of compelling visuals, concise text, and interactive elements to captivate users.

Video Pins: Captivating Your Audience with Motion

Videos have become increasingly popular on social media platforms, and Pinterest is no exception. Create short, attention-grabbing videos that showcase your products, demonstrate DIY projects, or share educational content. Use videos strategically to convey your brand’s story and engage your audience effectively.

6) Growing Your Pinterest Audience and Increasing Engagement:

Building a strong follower base and fostering engagement is vital for Pinterest’s success. Implement strategies to grow your Pinterest audience organically, such as encouraging user-generated content and fostering community interactions. Utilize Pinterest analytics to gain insights into your audience’s preferences and behavior, enabling you to create more targeted and compelling content.

Encouraging User-Generated Content and Community Interactions

Encourage your followers to share their experiences with your products or services by creating contests, challenges, or featuring user-generated content. Foster a sense of community by actively engaging with your audience’s pins, leaving thoughtful comments, and repinning their content.

Leveraging Pinterest Analytics for Audience Insights

Utilize Pinterest Analytics to gain valuable insights into your audience’s preferences, behaviors, and the performance of your pins. Analyze your top-performing pins, boards, and the demographics of your audience. Leverage these insights to optimize your content strategy and create more targeted and engaging pins.

7) Collaborating with Influencers and Partners on Pinterest:

Influencer collaborations and partnerships can amplify your reach and credibility on Pinterest. Identify influencers who align with your brand values and target audience. Explore collaboration methods such as group boards, guest pins, and sponsored content to extend your brand’s visibility and connect with new audiences.

Selecting the Right Influencers for Your Niche

When selecting influencers, consider their relevance to your target audience, engagement rates, and the authenticity of their content. Look for influencers who have established credibility in your industry and have a genuine connection with their followers. Evaluate their previous collaborations and assess how well their content aligns with your brand values and aesthetic.

Effective Collaboration Methods and Sponsored Content

Collaborate with influencers through various methods such as guest pins, group boards, or sponsored content. Guest pins allow influencers to contribute to your boards, bringing their unique perspectives and audience engagement. Group boards enable multiple contributors to share content and expand your reach. Sponsored content involves partnering with influencers to create pins that promote your products or services explicitly. Ensure that sponsored content is clearly disclosed and aligns with Pinterest’s guidelines.

8) Pinterest Advertising and Promoted Pins:

Pinterest offers various advertising options to amplify your reach and drive engagement. Promoted pins enable you to boost the visibility of your pins to a wider audience. Explore other ad formats such as shopping ads, video ads, or carousel ads to showcase your products in an engaging way. Familiarize yourself with the advertising features available on Pinterest and select the ones that best suit your marketing objectives.

Creating Compelling Ad Campaigns

Craft visually appealing ad creatives that align with your brand aesthetic and capture attention. Use persuasive copywriting techniques to entice users to engage with your pins. Leverage Pinterest’s targeting options to reach your desired audience based on demographics, interests, and behaviors. Continuously monitor and optimize your ad campaigns based on performance metrics such as impressions, clicks, and conversions.

Targeting the Right Audience and Measuring Campaign Success

Define your target audience based on their interests, preferences, and buying behaviors. Refine your targeting strategy using Pinterest’s audience insights and analytics. Track key performance metrics to measure the success of your ad campaigns. Monitor the click-through rates, engagement rates, and conversions to assess the effectiveness of your advertising efforts.

9) Tracking Pinterest Metrics and Analyzing Results:

Monitor essential metrics to gauge the performance of your Pinterest marketing efforts. Track metrics such as impressions, saves, clicks, and conversions. Pay attention to engagement metrics like comments, shares, and followers gained to understand your audience’s response to your content. By analyzing these metrics, you can identify patterns, trends, and areas for improvement.

Utilizing Pinterest Analytics for Performance Measurement

Pinterest Analytics provides valuable data and insights into your Pinterest profile’s performance. Monitor the analytics dashboard to track the growth of your followers, impressions, and engagement rates. Analyze the performance of your individual pins and boards to identify your top-performing content and replicate its success.

Adjusting Your Strategy Based on Insights

Use the insights gathered from Pinterest Analytics to inform your content strategy and make data-driven decisions. Identify the topics, formats, and keywords that resonate most with your audience. Adjust your content mix, posting frequency, and optimization techniques based on the analytics data to maximize your reach and engagement.

10) Best Practices and Trends in Pinterest Marketing for 2023:

Recap the key best practices discussed throughout the article, including optimizing your profile, understanding the algorithm, creating engaging content, leveraging SEO, and utilizing Pinterest features effectively. Emphasize the importance of staying consistent, engaging with your audience, and measuring your results.

Emerging Trends in Pinterest Marketing

Explore the emerging trends and innovations in Pinterest marketing for 2023. Discuss new features introduced by Pinterest, such as augmented reality experiences, personalized recommendations, or interactive shopping capabilities. Stay abreast of the latest Pinterest updates and trends to remain ahead of the curve and leverage new opportunities.

Staying Updated and Embracing Innovation

Highlight the dynamic nature of social media marketing and the need to continuously adapt and innovate. Encourage readers to stay updated with industry resources, follow thought leaders, and actively engage with the Pinterest community. Embrace new strategies, experiment with different content formats, and keep refining your Pinterest marketing approach to stay relevant in the ever-evolving digital landscape.

Conclusion:

Pinterest has evolved into a dynamic social media platform that holds immense potential for businesses in 2023. By creating a strong profile, understanding the algorithm updates, and developing a content strategy aligned with SEO practices, you can boost your brand’s visibility on Pinterest. Engaging your audience, collaborating with influencers, and leveraging advertising options further enhance your marketing efforts. By tracking metrics and staying abreast of best practices and trends, you can ensure your Pinterest marketing strategy remains effective and drives results. Embrace the power of Pinterest and unlock new opportunities for your business in the world of social media marketing.

How to Set Up and ‘Do’ Google Ads

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How to Set Up and ‘Do’ Google Ads


How to Set Up and ‘Do’ Google Ads

If you’re a marketer who wants to start capitalizing on the meteoric number of searches that take place on Google every single day, and simultaneously generate the awareness you need to increase your ROI, then there’s no time like the present to start harnessing the power of Google Ads.

There are so many marketing tools and methods out there, so it can sometimes be hard to determine which is a good fit for you and your business – but, with the help of an adept Google Ads specialist and an in-depth checklist, you can’t go wrong when using Google Ads.

Google Ads is Google’s online marketing platform which helps you create online ads to reach audiences that are interested in the products and services you provide. This platform runs on a Pay-Per-Click (PPC) model, meaning you have to pay every time a visitor clicks your ad.

So, whether you work for a Google Ads company or a PPC agency, here’s a simple guide on everything you need to know about how to ‘do’ Google Ads.

Google Ads How-to “Do” Steps

Learn a Number of Key Terms & Phrases 

Whether you’re researching if Google Ads are right for your business, or preparing to set up your first campaign, it’s important to get to grips with some key terms and phrases. These include:

  • Keywords – Keywords are the words or phrases that people type into Google on a regular basis, which then trigger your ad to appear on their devices. When you or your trusted PPC management team set up any Google Ads campaign, you need to select a list of keywords that you think people might search for when they want to locate your product or service.
  • Bid/ Bidding – A bid is not so much a monetary value, but rather the maximum amount you want to spend when someone clicks on your ad. It’s important to get this figure right, or at least as close to what you want to spend as possible.
  • CPC (Cost-Per-Click) – Unlike a bid, CPC is the actual amount you pay when someone clicks on your ad. Your bid is simply a range within which your CPC may fall within.

So, if you can get a good handle on some of these key terms and phrases, then your Google Ads can certainly succeed in Google’s competitive search engine marketplace.

Organize Your Account

How you organize your account could, in fact, define how you go on to succeed in the future. Start by breaking down your products or services into solidly defined categories that have strict limitations, and then base your account structure on those.

Google is split into two levels of organization: high-level campaigns and low-level campaigns:

  • High-level Campaigns – High-level campaigns should represent larger categories in your business. These ads should be your main products or services, or at least the largest components within your back catalog.
  • Low-level Campaigns – Low-level campaigns, on the other hand, represent a smaller, more specific range of products or services. In essence, these ads should encompass the more unique products in your arsenal.

Indeed, the more focussed, specific, and unique your ads are, the more people you can reach, whilst separating your products into high and low categories helps to spread your business more widely. 

Pick & Match Your Keywords

Most Google Ads experts live and die by the keywords they choose to try and rank for. Moreover, you want your keywords to be as relevant as possible to your products, especially if you want them to trigger a reaction and lead a potential consumer to one of your landing pages.

A keyword planner can help you to generate a sample list of keywords for your campaigns, however, it’s hugely important to do your own research and target keywords that have low competition but an extremely high search volume.

In addition, Google Ads lets you further refine your keywords and what they show up for on Google through the help of ‘Broad match,’ which serves up your ads for a range of searches, be it someone who’s searched for your keywords but in a unique order, or for a related term that does not necessarily encompass your key phrase.

From negative match to exact match, choosing and matching your keywords, when done right, could help to catapult your ads to the next level.

Build & Optimise Your Landing Pages

Speaking of landing pages, it’s vital you build these with your Google Ads in mind. Your landing page is where potential customers land after clicking on your ad, so it’s important to make it relevant to your ad and keywords so to help users locate what they’re looking for more quickly.

One thing is for certain, usability should be at the forefront of every decision you make when building your landing page.

Choose Which Devices to Appear On

Having a complete understanding of who your ideal customer is is hugely important when choosing what devices you want your ads to appear on.

Maybe you work for a Google Shopping agency and are therefore more interested in reaching shoppers on their mobile devices, or maybe you’re dedicated to converting those who use a desktop computer 90% of the time.

Whatever it may be, it’s beneficial to have a close grip on who your ideal target market is before deciding which devices to appear on, and then, and only then, should you move to the next step of the process: writing your ads.

Write Your Ads

Think of your ad as your shopfront; your first impression, so make sure it reflects your business perfectly, communicating to the public that you have exactly what they’ve been looking for this entire time. 

Don’t forget to include your keywords in your titles and ad copy, but also don’t forget to express your creativity and to get across exactly what makes your product or service so special.

In addition, include a CTA (call-to-action) in your ad. A CTA is a clear, concise, and potent message that tells the reader in 3-4 words what you’d like them to do.

Phrases like ‘click here,’ ‘sign up,’ or ‘click to subscribe,’ are great examples of how you can entice people to interact with your ad.

Hit GO and Analyze Your Results

Congratulations! If you’ve completed the above steps, then you should be ready to activate your campaign. But that was just the beginning. Now, it’s vital to check back in frequently with your campaigns and analyze what ads are generating the most clicks and conversions.

Over time, you should start to see a clear pattern emerge, and then you can apply this newfound knowledge to all of your campaigns moving forward.

PPC Geeks: Google Ads Specialists

And that’s it: that’s how you ‘do’ Google Ads. Whether you’re the most adept Google Ads consultant or you work for a leading PPC agency, it’s always useful to refresh your knowledge and make sure you understand why it’s important to set up and ‘do’ Google Ads in this way.

As an award-winning, Google Premier Partner, PPC Geeks pride themselves on how they keep you abreast of the latest updates from the marketing industry.

That said, if you require any help with this or want to improve your Google Ads campaigns in general, then why not invest in one of their 100% free PPC audits? 

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3 Key Benefits of Using a Digital Customer Engagement Platform

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3 Key Benefits of Using a Digital Customer Engagement Platform


3 Key Benefits of Using a Digital Customer Engagement Platform

Digital, omnichannel customer engagement platforms are all but essential for modern, forward-thinking brands. Now is the time to invest to help your clients stay ahead of their competitors.

The way brands approach customer engagement has changed.

With the rise of the “everything customer” who demands bespoke service with amazing, memorable experiences, your clients need to embrace the rise of Communications-Platforms-as-a-Service (CPaaS) to transform their own digital customer experiences and communication strategy.

But such an approach takes time and effort, requiring always-on customer service that meets the needs of your clients’ customers, wherever they might be.

A digital customer engagement platform with omnichannel capabilities makes this simple, easy, and affordable, and is essential for running effective campaigns in 2022. Read on to learn how.

Deliver a unified experience across channels

Your clients’ customers rarely, if ever, stick to one option when interacting with brands. Social media, email, brick-and-mortar stores, customer helplines, even mobile messaging – the list goes on.

Naturally, this requires an agile, proactive approach if you’re looking to reach and engage with them. But such an approach can be demanding.

A digital customer engagement platform with omnichannel capabilities gives your clients a single place to meet their customers where they are – a unified experience that carries on from one channel to another.

Such an approach eliminates the need to repeat themselves or start certain processes or conversations over again, delivering consistent brand messaging to their customers, wherever they are, in a smooth, cohesive experience. In turn, this helps strengthen your client’s message, improving their relationship with their customers and fostering greater business growth.

Unify customer data

Every digital agency knows that the modern “everything customer” demands an agile, seamless brand experience. Each channel should form part of a single journey, where the customer’s needs are met at every stage.

This is achieved through personalized experiences, tailored to their unique situation. Personalization delivers an enhanced experience for both your clients and their customers, and it’s something worth pursuing.

But such an approach requires the gathering and management of an immense amount of data, and digital customer engagement platforms are crucial for this. These types of platforms enable your clients to consolidate data from a range of sources, from social and email to their order history. They also provide a single unified overview of your clients’ customers, so they can deliver effective customer service and identify avenues for potential growth in an agile, responsive way.

Automate customer engagement for ease and simplicity

Delivering a smooth, engaging omnichannel customer experience isn’t always easy. Meeting customers during the buyer’s journey, leaning on unique shopper data, and personalizing their experience requires time, effort, and money.

The solution to this lies in automation.

Using a digital customer engagement platform to automate processes and set up smart multi-step workflows will enable your clients to deliver a consistent, seamless experience within minutes. Indeed, those agencies that can offer their clients united communications on a single platform can generate further synergy between their messaging, strengthening the value of their automated strategy.

As a result, their customers receive a coherent, personalized service that appeals to the “everything customer”, driving engagement with timely, compelling, relevant, and personal communications whilst unlocking time and growth for your clients.

Add digital customer engagement to your product portfolio

Want to unlock the power of omnichannel customer engagement for your clients?

Infobip Moments is an omnichannel customer engagement solution that gives you, your clients, and your business a centralized place to orchestrate all your communication and customer data. Your clients will get to know their customers better by collecting and unifying data more effectively – and will be able to deliver experiences that create long-term relationships. For your digital agency, a customer engagement platform could mean wider reach, higher ROI, and increases in brand loyalty.

Get Started with Moments

Experience what it means to take your customer engagement strategy to the next level. Start your free trial today.

You can also find out more about partnering with Infobip here.

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How Can Digital Marketing Agencies Use NFTs?

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How Can Digital Marketing Agencies Use NFTs?


How Can Digital Marketing Agencies Use NFTs?

Non-fungible tokens (NFTs) are rapidly taking over the digital marketplace as artists, musicians, and other creators strive to authenticate their virtual works.

Media outlets and digital entrepreneurs like Gary Vaynerchuk rave about NFTs becoming the “next big thing” in terms of tracking ownership of digital assets.

In this blog, Signature W Studio explores what exactly NFTs are and how marketing agencies can use them to better track virtual assets on the blockchain.

What Is an NFT & How Do They Work?

Economically speaking, a fungible asset is a unit that can be interchanged, such as money. For instance, if you have a $20 bill, you could exchange it for two $10 bills and be no poorer for the transaction. By contrast, a non-fungible asset is one that is so unique that it can’t be exchanged for something else.

Such examples might include Andy Warhol’s Campbell’s Soup Cans or Vincent Van Gogh’s Starry Night: These artworks might be duplicated or sold as prints, but there is only one original.

In this way, an NFT is thought of as the “original” version of a digital asset. Possession of an NFT acts as a certificate of ownership, which is logged on the blockchain.

The blockchain ledger is impossible to forge because it is maintained by thousands of computers worldwide. NFTs can even contain smart contracts that allow artists to receive royalties for future sales of the token.

Headlines touting first-ever Tweets being “tokenized” and sold for $2.5 million have many scratching their heads over this sudden surge in popularity. But NFTs have offered a unique opportunity for artists to prove true digital ownership of their work.

Aside from an online domain, it’s increasingly difficult to prove ownership of online assets, such as images, music, and videos. Because NFTs need to be created, minted, and added to the blockchain in the same way that powers cryptocurrency, there is a more legitimized sense of authenticity over digital materials that did not previously exist.

The NFT also embeds the creator of said digital assets into the blockchain ledger permanently, so there can never be any question about who was the original artist.

How Can Digital Marketing Agencies Use NFTs?

It’s still too early to determine how the NFT marketplace will impact marketing agencies — or any business for that matter. However, early adopters and innovators are determined to make it work and make it profitable.

With that said, here are a few ways that marketing agencies can remain ahead of the curve and begin using NFTs to better serve their clients:

Digital Contracts

The best way to describe an NFT is as a digital file that represents ownership of a real-life object or asset. As such, it makes sense that one of the best ways for a digital agency to utilize an NFT is through agency agreements or contracts.

Using an NFT as the contract marker creates a digital asset that ties the contract to the creator. Not only does this make digital contracts more official, but it shows that the agency is at the forefront of cutting-edge technology.

Retainer Tokens or Licenses

For agencies that work on retainer models, NFT can act as a license to do business with you.  Much like an NFL stadium and seating licenses function. A client can purchase the right to work with you in the form of an NFT.

The client still needs to pay for monthly services, but they will forever own that right and can even sell that license in the form of a referral. Even better, the sale of that retainer license can net you a royalty. 

The bigger your brand, the more that retainer NFT is worth. 

Proof of Deliverables

Of course, an NFT can also be used by agencies to represent a created video, set of files, or even a website that has been delivered to the client. This is a great way to officially mark a project as delivered and complete, especially as it will be permanently noted in the blockchain.

Selling Digital Assets

One of the greatest advantages to using NFTs is their ability to be sold and transferred as digital art. Some artists even use blockchain and smart contracts to create the artwork itself, allowing NFTs to act as an artistic medium.

Buying and selling NFTs through the blockchain allows digital assets to be traded more efficiently while decreasing the likelihood of fraud.

Where Can We Take NFTs?

While much is undecided about where NFTs will ultimately take us, one thing is clear: This new and exciting technology has taken the world by storm.

The decision to be an early adopter and remain at the forefront of blockchain technology is up to you as a business owner.

As Vaynerchuk puts it:

Just like a lot of small businesses went out and built apps on phones a decade ago, I do believe that NFTs will be a part of the marketing strategy for businesses going forward.

Signature W Studio is currently exploring every option to use NFTs in their business.  Agencies that will remain relevant will do the same.  Those agencies that identify ways to innovate in the NFT marketplace will continue to be considered thought leaders.

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How to Develop a Well-Rounded Customer Service Strategy

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How to Develop a Well-Rounded Customer Service Strategy


How to Develop a Well-Rounded Customer Service Strategy

It’s an old adage in the business world that the “customer is king.” Good customer service is considered the cornerstone of increasing and maintaining profitability — and that’s where your hand-picked customer service team comes in. A good customer service team can raise your company’s reputation, attract, and retain customers, and help spread a positive attitude about your brand.

Good customer service encourages customers to return and do more business with you and helps build a loyal base for your company to grow on. It’s also good for employee retention — employees who see their company is focused on treating the customers well and making them feel valued, they’re more likely to remain with the company and share its values.

But delivering good outstanding customer service is more than just having representatives with a positive attitude and a hassle-free return policy (though those things are still important). You need a comprehensive and well-rounded strategy if you’re going to take your customer service to the next level. Ideally, your customer service strategy should line up with your marketing strategy, to make the most of both.

Why You Need a Strategy

Why do you need a well-rounded customer service strategy? There are several reasons:

First, consider the high cost of getting new customers as compared to the cost of retaining them. The majority of customers cease doing business with a company because they feel poorly treated by that company — and they will tell others about it. In the age of social media and viral posts, that can have disastrous consequences. And new customers cost 5 to 10 times the money to acquire as loyal customers cost to retain.

With that in mind, the goal should always be to make customers feel valued. Valued customers keep coming back, and may do so despite better offers from the competition. Think about it this way: a referral from a loyal customer costs you absolutely nothing. You don’t have to make room in the budget for it. A loyal, happy customer will tell others about how they felt valued and appreciated, and will essentially become your ambassadors, giving you what amounts to free advertising.

Your customer service strategy should start with this very specific goal in mind — to create more loyal customers, and retain the ones you have.

Another great reason to have a well-rounded customer service strategy: it creates harmony and synergy in your business. When a strategy is codified, explained, and understood, everyone knows where they stand. Employee roles are clearly defined, and there is a process in place to help make sure customer relations go smoothly and issues are resolved in a timely manner.

11 Steps to Creating a Well-Rounded Customer Service Strategy

Now that we’ve established the reasons why you need a well-defined strategy for improving customer service, how do you go about putting that killer strategy together? Here are some proven steps you can take to make your customer service truly soar;

  • Evaluate your current customer service strategy,
  • Assess your customers’ needs,
  • Identify your customer touchpoints,
  • Develop a customer service vision,
  • List your key performance indicators (KPIs) with clear measurable goals,
  • Evaluate your customer service team,
  • Implement the right customer service tools,
  • Train the customer service team and give them the proper resources,
  • Empower your customer service team,
  • Develop a reward, incentives, and team-building plan,
  • Create space for regular feedback from your customer service team.

1. Evaluate your current customer service strategy

One of the first things you’ll have to do is take a good, long look at your existing strategy and figure out what’s working and what isn’t — and then ruthlessly eliminate anything that isn’t working. Chances are, you may already have the tools for collecting and measuring data on customer satisfaction. If not, one of your first steps should be getting your hands on that data, whether through surveys, email campaigns, social media polls, or any combination of the above.

Another way you can measure customer satisfaction is to look into the hard numbers like average resolution time, customer service abandonment rates, and customer effort score (CES). It’s one of the basic principles of customer service that the more quickly a customer’s problem can be solved, and with little to no effort, the happier they’ll be.

2. Assess your customers’ needs

Statistics have shown almost 80% of customers expect companies to know and understand their needs. Knowing what your customers want is the heart of your marketing efforts, and is every bit as vital in customer service. You can find out more about your customers’ needs through avenues like surveys, customer interviews, focus groups, and social listening.

Once you’ve identified your customers’ needs, you can distribute that knowledge through all the departments in your business. Having this information on hand has a number of positive benefits: it lets you provide faster solutions to common issues, improve your products and services, and cut down on the number of support tickets. It may take some research to get an accurate assessment of your customers’ needs, but once you have it, it will become a powerful tool for both your marketing and customer service departments.

3. Identify your customer touchpoints

A customer touchpoint is a point of contact or interaction between a customer and your business. There are more ways than ever now for customers to interact and get in touch, and it’s important to give them as many avenues as possible, so you can identify any pain points, gather feedback, and improve customers’ perception of your brand.

Your first step should be to identify what touchpoints you have in place already: print and digital ads, your website, referrals and reviews, chatbots and customer agents, email surveys, social media, reward and loyalty programs, and even your billing system. Once you’ve identified these touchpoints, you can figure out where the gaps lie, and identify additional touchpoints that should be added.

4. Develop a customer service vision

It’s easy enough to say you’re making customer service your top priority — but your strategy isn’t just for your customer service reps alone. Your strategy should flow from management to every role in your business, to make sure everyone is on the same page and understands the part they play in your strategy.

This is the essence of your customer service vision — to help employers understand your organizational goals for customer service and their importance to those goals. Having a clearly articulated ideal for your customer service will help inspire others and give them a clear idea of what’s expected of them — instead of them having merely an idea of good customer service without sufficient training or preparation.

5. List your key performance indicators (KPIs) with clear measurable goals

Now it’s time to put those goals in solid, actionable terms. Identify your key performance indicators, find out where they fall short of expectations, and set measurable, definitive goals for your customer service team to reach.

Important KPIs to measure might include:

  • First response time
  • The average speed of answer
  • First call resolution
  • Average handling time
  • Escalation rate
  • Inbound abandon rate
  • Average call transfer rate
  • Customer satisfaction rate
  • Net promoter score

By bringing your vision out of the realm of ambitions and into solid numbers, you’ll start to shape your customer service strategy in actionable, measurable ways.

6. Evaluate your customer service team

Now that you have those goals in mind, it’s time to look at your customer service team and see if they’re up to the challenge. Inspiring and encouraging your team to bring those numbers into a more desirable range will only take you so far — sometimes your team simply may not have the skill, expertise, or resources to reach the goals you’ve set. You may have to identify some skill gaps and arrange for some additional training or look into hiring additional staff if your team is under-resourced. If you truly want to make customer service a top priority, then it may take making some more room in the budget for it.

7. Implement the right customer service tools

Another way to take your customer service strategy to the next level is to look into upgrading the tools you provide for your team. The right tools, like those from Zendesk, can enable your team to maximize their efforts while reducing their potential workload through automation.

For example, auto-dialer software can automatically draw numbers from a contact list and dial them. This doesn’t mean cold-calling people — auto-dialers are used by medical offices and businesses that need to schedule appointments with customers, and this software can help automate that process. The software can even set up auto-prompts that customers can use to make appointments without the need for human interaction. This can be a major benefit to your phone support. 

Social media support is another area where more support is better. Many successful businesses have already leveled up their customer service game by having social media accounts on various platforms and assigning people to check DMs periodically to monitor any incoming contact or customer service requests.

Customer service tools don’t all have to be customer-facing, either. You can employ tools like knowledge base software for internal use, so service reps have something to draw on without escalating a call or having to ask someone else for details on a policy, product, or service.

8. Train the customer service team and give them the proper resources

We talked earlier about addressing any skill gaps in your customer service team. This often means training — a word some employees and employers dread, but it doesn’t have to be a chore.

Thanks to the information age, there are more ways than ever to train employees on their customer service skills. This not only includes the traditional customer service training manuals and books, but also online courses, training apps, webinars and QA sessions, and in-person training sessions. Training might include soft skills as well as hard skills, as well as discussion of ethics, time management, and other facets of the job.

If you balk at the idea of paying for extensive training, consider the cost of getting new customers, which is 5 to 10 times the cost of retaining existing customers. Compared to that, setting aside money in the budget for training might not seem like such a bad idea.

9. Empower your customer service team

One way you can help improve those KPIs and meet those measurable goals is to give your customer service reps more power to address issues without escalating calls or calling on management to help solve a problem.

This is where additional tools can be extremely helpful, such as an email helpdesk, live chat, and customer feedback collection software. But more simply, you might give team members the ability to offer customers discount vouchers or lower prices for a product, within certain limitations, to retain the customer and keep them coming back.

10. Develop a reward, incentives, and team building plan

Another way to drive up performance is to incentivize your employees — essentially, adding goals for your team to meet that reward them directly. Good incentives should be memorable, benefit the entire team, and make them feel appreciated for all their hard work. You can also offer team-building exercises, with the caveat that ideally, they should be as enjoyable as possible for the team and not something to dread. By giving them incentives and rewards for good performance, you help keep morale high and give team members something to strive for.

11. Create space for regular feedback from your customer service team

Finally, we come back around to feedback — only now, that feedback should come from the customer service team, not the customers themselves. This is another instance where you figure out what’s working and what isn’t — give your employees a chance to talk about the challenges they’re facing while trying to meet these new goals.

A vital part of any strategy is identifying where it falls short and adjusting accordingly. Every strategy has room for improvement and giving your team the opportunity to suggest improvements and point out areas where they might need more training or resources, you not only further empower them but help make them feel valued and respected.

Developing a well-rounded customer service strategy is not quick or easy — it’s going to take time, money, resources, and effort to bring your customer service to the next level. But when you consider the benefits of high customer retention, having such a strategy in place is a great way to drive up profits, morale, and reputation.

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Top Digital PR Agencies in the USA with Great Case Studies

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Top Digital PR Agencies in the USA with Great Case Studies


Top Digital PR Agencies in the USA with Great Case Studies

Best digital PR agencies in the USA help brands build active digital footprints through strategic thinking. They connect your brand with your potential customers in the most successful way.

Digital PR refers to using online networks to maintain and improve your brand awareness. The ultimate purpose of this strategy is to gain media exposure on various online sites. These might be blogs, podcasts, social networking platforms, or business networks.

Digital PR is highly related to SEO and link-building strategies. Successful and creative digital campaigns promote your website and create many backlinks. That helps you increase search engine rankings, thus building trust in customers.

Brands can employ digital PR to develop hyper-targeted campaigns to reach and engage their target audience. Digital PR, when implemented right, may also help you boost your SEO and establish a trustable and positive online reputation, thus increasing leads and sales.

Here, working with experienced digital PR agencies in the USA can assist you in achieving those goals.

Top Digital PR Agencies in the USA

Best digital PR agencies in the USA offer various marketing services, helping you achieve all of your digital goals. Let’s learn more about these agencies by exploring their talent and work ethic with case studies.

  • Blacksmith Agency
  • The Charles
  • eDesign Interactive 
  • Digital Uncut
  • DIJGTAL
  • Pastilla
  • Isadora Agency
  • AVX Digital
  • Moburst
  • Taktical Digital
  • Redonk Marketing 
  • Digital Authority Partners
  • Vrrb
  • 1000heads
  • Punchcut

Blacksmith Agency

Based in Los Angeles, Blacksmith Agency is one of the top digital marketing companies specializing in digital PR services. They create the best-performing data-driven digital products and online experiences.

Coaching Right Now aimed to improve their brand awareness by establishing an expert brand voice. The agency included case studies and the “How We Work” section, showing the brand’s results-driven services on their website. This way, Blacksmith was able to enhance their organic traffic and SEO rankings.

The Charles

Established in 2011, The Charles is one of the top digital marketing agencies in the USA. They are famous for their innovative and experimental marketing solutions that deliver the best results within short periods.

Hard Rock Hotels consulted the agency for increasing brand recognition. Then, The Charles designed and promoted the “Live Like a Legend” quiz to create online conversion around the brand. They employed various digital media strategies, including paid media. Also, this quiz required contact info to join, thus facilitating email marketing. 

eDesign Interactive

eDesign Interactive is an award-winning digital PR agency in the USA which brings together technology, storytelling, and visual design. Regardless of your business size or industry, they’ll understand your objectives and achieve those for you. 

The Frost King House is a DIY home improvement business. They contacted the agency for their mobile app development services. After designing a virtual house showing potential problem areas within, they developed a system where these areas drive the user to DIY solutions. Be ready. The agency even won Silver Davey Award in the Mobile Apps category. 

Digital Uncut

Digital Uncut is one of the best digital PR agencies in the USA that helps startups grow their business. They rely on research and data, creating innovative marketing ideas for their clients. 

JustBoilers.com engaged the agency to improve organic traffic and SEO rankings. They were aiming to drive high-value website inquiries. Then, Digital Uncut conducted keyword research and employed an effective SEO strategy. The result was increased organic traffic by 1063% YoY.

DIJGTAL

DIJGTAL is one of the fastest-growing innovation-led design and marketing agencies in the USA. They create human-centric marketing solutions that give the customers what they want and expect from a brand.

Hare & Forbes Machinery House has a long business history. To freshen their brand, they needed to be active on social media. Then, DIJGTAL organized a multi-channel brand awareness program, providing excellent content marketing and campaign management services. They achieved lower conversion costs and higher ROI rates.

Pastilla

Pastilla is one of the best digital PR agencies in the USA with lots of expertise. They see digital marketing as an art form, believing it requires talent. Want to see them in action?

Prist Christian Academy contacted the agency to enhance enrollments and interact with the current student base. Pastilla came up with a music video campaign idea. While video production processes build authentic relationships with existing students, the campaign also accomplished a 69% increase in new student leads from the previous quarter.

Isadora Agency

Isadora Agency is a groundbreaking digital agency that provides quality digital PR services. They put engaging and unique content creation at the heart of their marketing solutions.

The Marvin Group asked the agency to refresh their digital presence. Then, Isadora Agency designed and developed an eCommerce-like website enhancing on-site navigation and usability while achieving SEO goals. They also produced an informative video about the brand’s capabilities that captured great attention.

AVX Digital

AVX Digital is a full-service digital PR agency in the USA working for various companies in different industries. They create a balance between organic and paid media in their strategies to reach the highest outcomes.

Foxcroft came to AVX Digital to increase web traffic and sales. Then, the agency created a multi-channel strategy that aims to raise consistent conversion rates. A combination of paid social ads, Display ads, and paid search campaigns enabled them to increase user numbers by 12% and achieve 3million new impressions & an average of 8.6% order value. 

Moburst

Moburst is a mobile-first digital marketing agency based in the USA. They specialize in app optimization and digital marketing, having more than 400 media partners. They provide budget-friendly and innovative marketing solutions that clients need.

For one of the leading global brands, ridesharing app Uber, they constructed a strategy aiming to ignite visibility on an international scale. Not only did they incorporate new languages on the app, but also created a localization strategy. Eventually, in just 90 days, they raised the organic downloads by 27%. 

Taktical Digital

Taktical Digital is an excellent digital marketing agency, offering PR services to lots of clients. They help brands grow and scale through storytelling, multi-channel strategies, and effective media buying.

Taos Footwear came to Taktical Digital aiming to enhance ROI and sales. The first step was targeting audiences via Facebook Lookalike Audiences. Then, the agency included online customer reviews in the ads to promote the products. Thanks to the agency, they increased revenue by 79.9%, and ROAS by 18%.

Redonk Marketing

Redonk Marketing is a customer experience agency that develops the best-performing user journeys you can have. They help brands deepen authentic relationships with customers and improve their businesses.

Vormetric wanted to shine out in an important industry conference, RSA. They needed a block-busting campaign to achieve that. During the campaign, they provided various services ranging from social media marketing to email design. Well, they did an excellent job and went beyond imagination.

Digital Authority Partners

Digital Authority Partners is a full-service digital consulting firm with great results and high customer satisfaction rates. To this date, they have reached out to more than 1.5 M monthly visitors via SEO.

Cove Markets, a leading trading platform, contacted the agency to increase users counts and attract more visitors. After a website audit and extensive market research, the agency found out about the conversion-oriented keywords. They also developed a content strategy to enhance high-value leads. Within 6 months, they earned a 14x increase in site traffic.

Vrrb

Based in Los Angeles, Vrrb is a website design & development agency creating phenomenal digital experiences for their customers. Regardless of your goal or business type, you are in good hands with Vrrb.

Verifi, a leading fintech brand, and Vrrb have been working together since 2017. They developed a comprehensive digital strategy that targets to drive new customers. From social or Google ads to social media content production, the agency helped Verifi on their journey to success. While lowering CPC by 56%, they increased avg. click-through rate by 231%.

1000heads

1000heads is a full-service social transformation company that combines data, technology, and creativity to form the best strategy. They help brands tell their unique stories in engaging ways.

They worked with Google on improving how they approach their customers. Benefiting from advanced social analytics, the agency leveraged Google’s marketing efforts to get better ROI results.

Their strategies had driven digital outcomes that surpassed the expectations: 31+ million engagements via AGC, and $1 million in annual production savings via AGC.

Punchcut

Punchcut is a digital product design and experience innovation company that shapes the future of digital. They work with the leading global brands to grow their business to their maximum capacity.

WW had a goal of reaching increased engagement and conversion rates when they contacted Punchcut. Backed by extensive research blended with creative touches, WW and Punchcut created a unique and captivating brand story. And user testing allowed them to meet the needs and expectations of today’s consumers.

Best digital PR agencies in the USA help businesses expand their audience reach and build a trustable image. These agencies lead brands to grow their business and raise conversions. 

If you want to also explore the best SEO agency in the UK, check out our related blog article. 

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Best Automotive Marketing Agencies in the UK

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Best Automotive Marketing Agencies in the UK


Best Automotive Marketing Agencies in the UK

Automotive marketing agencies in the UK closely follow the auto industry to help their clients in the best way. These agencies offer effective digital marketing services and create customized strategies. 

Let’s start with an industry check. 

The global automotive industry will supposedly reach just under $9 trillion by 2030. Expectedly, 38% of the total revenue will come from new vehicle purchases. That proves the sector is fast growing and developing. Therefore, you should work with the best automotive marketing agencies to shine out in the crowd.

Top automotive marketing agencies help you create a successful digital marketing strategy. They employ email marketing to inform potential customers of discounts and campaigns. In addition, their social media marketing services include the management of marketing campaigns as well as content marketing. 

Visual content is quite essential in the auto industry. Evidently, in the last two years, time spent watching test drive videos on YouTube increased by more than 65%. Accordingly, many agencies provide services such as video production or graphic design.

Let’s introduce you to the best automotive digital marketing agencies in the UK.  

Best Automotive Marketing Agencies in the UK

According to research, 95% of automotive shoppers visit various digital channels to find information before purchasing. Numerically, vehicle buyers search on an average of 4.2 websites before any decision. Those stats demonstrate the importance of digital strategy for automotive businesses. Therefore, you should have an active online presence to attract these potential customers.

Let’s learn about the 15 best automotive marketing agencies in the UK and find out how they can help you achieve your digital goals. 

  • Crowd
  • Impression
  • Digital Uncut
  • 303 London
  • Evoluted
  • The SEO Works
  • Prototype Creative
  • 1000heads
  • Hydra Creative
  • Method
  • Creative Brand Design

Crowd

Crowd is a full-service digital marketing agency in the UK which has lots of experience working with automotive companies. Their excellent marketing team is delivering results and helping businesses achieve their business goals. 

One of their works deserves mention. DENSO works with global automotive brands, providing advanced technology systems for their partners. When they contacted Crowd, they aimed to establish a social media marketing strategy to build awareness. 

Crowd helped Denso prepare for the world-famous automotive trade event, The IAA Motor Show. They organized an influencer campaign, utilizing both paid media and social outreach. The result was astonishing: 21% follower growth and 1.2M page impressions on social media.

Impression

Impression is an award-winning advertising agency that specializes in automotive marketing services. They bring together innovation with expertise, the qualities you should look for in the best agencies. 

Car Audio Center is a retailer business of car audio, road safety, and navigation equipment. At first, the brand faced a decrease in organic traffic and revenue. Then, they tried to transfer to an eCommerce CSM, which made it worse. 

Eventually, they contacted Impression for assistance. After a technical audit, the agency implemented the best SEO tactics. These helped the company increase conversion rates by 54% in just three months. Not only that. The agency also achieved an increase in organic revenue by 18%.

Digital Uncut

Digital Uncut is a talented digital marketing firm in the UK that helps startups scale and grow. They rely on extensive market research while creating the most efficient data-driven marketing solutions.

Let’s see the agency working. Hiyacar was struggling with underperforming SEO & PPC campaigns, preventing them from consistent growth. So they wanted to improve these search and social campaigns to increase revenue. 

The strategies Digital Uncut came up with helped them produce great results. In only five months: their Google CPA decreased by 85%, and their monthly bookings raised by 686%.

303 London

303 London is one of the best digital marketing agencies in the UK that works with various clients in the auto industry. Mostly, their customers are D2C businesses that seek services ranging from content production to campaign management. 

Established in 2018, Collecting Cars is a world-famous car auction platform. They started to work with 303 London in 2021. They aimed to increase brand awareness, thus needed interactive content and successful strategies. 

Here, paid media and audience targeting strategies generated more online traffic to social channels, thus more inquiries and high-value leads. Their result was 10,000+ bids and 1,000+ lead generation.

Evoluted

Evoluted is a full-service digital marketing agency also specializing in automotive marketing services. They combine consistency with quality, bringing about the most effective RPI-focused marketing solutions.

CarTakeBack UK is a car recycling company that partners with many global car brands. When they contacted Evoluted, the first step was to make technical audits and fixes. After that, Evoluted focused on producing engaging and authentic content with popular keywords. 

The combination of SEO and content strategy built a trustworthy brand image for CarTakeBack. Evoluted generated informative content for the motor industry, expanding the customer base. Finally, they reached what the Google E-A-T algorithm wanted from them: Expertise, Authority, and Trust. 

The SEO Works

The SEO Works is one of the top automotive marketing agencies in the UK that also provides excellent automotive SEO services. So whether you want to increase traffic to your sites or boost sales, they help you achieve your objectives. 

Manchester-based motorcycle clothing and accessories company contacted The SEO Works to improve traffic and increase sales. After extensive keyword research, the agency portrayed the target groups and their preferences. That also helped them carry the company website to a more SEO-friendly CMS. 

Eventually, they organized the Dainese campaign to achieve the desired outcomes. The result was 50+ new first-page rankings with 5x organic visits previous to the campaign. In other words, the company leveraged its online presence to its maximum levels. 

Prototype Creative

Prototype Creative shines out in a plethora of marketing companies with their high customer satisfaction rates. They prepare successful marketing strategies for automotive brands and work on web & mobile app development.

Established in 1931, TCH Harrison is a leading car dealership business in the UK. In a crowded and competitive industry like automotive, we know that after-care services and dealing procedures are highly significant. 

That’s why TCH decided to work with an experienced agency like Prototype Creative. Then, the agency designed and developed a car leasing micro-site in addition to an after-care mobile app.

1000heads

1000heads is a social transformation company that works with various clients in the automotive sector. Relying on data & analytics, they build the best strategy using high-tech tools and creativity.

They benefit from VoiceBox for data & analytics measurement. Social Advocacy provides advocacy measurements of each client, thus prioritizing brand love. Social Fame assists them in identifying the conversational power of each brand.

Let’s hear what GOPRO’s director of social media has to say about 1000heads: 

“1000heads are amazingly creative and come up with outstanding social concepts that are truly conversational. They are one of the few agencies that truly understand our vision and strategy and how social can drive the goals of the business, not just the vanity metrics.”

Hydra Creative

Founded in 2009, Hydra Creative is an excellent marketing agency that prioritizes their clients’ needs and goals over anything. As a result, they transform the way businesses think about digital marketing, leveraging the potential of digital media to the highest.

Assured Vehicle Movements came to Hydra Creative with a big task. They were a new establishment and needed a unique brand personality. In addition to visual identity, they wanted the agency to build an accessible and easy-to-use website. 

After Hydra Creative identified the target audiences and desired goals, they helped the company define their values and principles. That process was essential in creating a unique brand identity. Moreover, they also enriched the website with engaging video content. 

Method

Method is one of the best automotive marketing agencies which combines flexibility, innovation, and practicality in one place. Established in 1999, the agency provides a wide range of services from content creation to product launch. 

Renault is a world-famous automobile manufacturer. When they came to Method, the struggle was to gather after-purchase and during-usage feedback. Their system relied on paper-based questionnaires, thus having low response rates.

After extensive research and thinking, Method came up with perfect digital solutions that changed the game for Renault. Here, let’s hear how Method’s design director summarizes this process: 

“One meaningful question answered with care is more valuable than long surveys gone unanswered.”

Creative Brand Design

London-based Creative Brand Design is an award-winning automotive marketing agency in the UK. They specialize in web design & development, delivering ROI-focused results within short periods. 

Intercounty Truck & Van is a Mercedes-Benz franchise that enables car dealerships on their website. When contacted the agency, the brand wanted a fresh new branding with creative designs. 

In addition to rebranding the website, Creative Brand Design improved its website by implementing the Autotrader API. That generated a much easier user journey, leveraging the website functionality.

First, identify your objectives and struggles. Once you are decisive about your business goals, selecting the best automotive digital marketing agency in the UK for your brand will be much easier. Each agency has its own prominent features and capabilities that can meet your specific needs. The decision is yours to make, and we are happy to help you in your journey. 

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What Is the Most Profitable Agency Pricing Model?

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What Is the Most Profitable Agency Pricing Model?


What Is the Most Profitable Agency Pricing Model?

When talking about agency pricing models, there’s no ideal model for all.

No two agencies have exactly the same talent, clients, budgets, ambition, nor expertise—and because your agency is unique, so will your pricing be.

Finding the pricing model that will work best for your agency will need to include:

  • Your expenses, including overhead
  • Your aspirations, such as what you plan to invest into
  • Your team’s workload, and how to balance it out in the short and long term
  • Your client’s ambitions—and making sure they’re happy
  • Industry best practices
  • Global economic conditions

The list goes on, but at the end of the day, your pricing model will revolve mainly around the profit it needs to generate. 

In this article, we bring you the most popular and most profitable agency pricing models.

What Are the Top Agency Pricing Models Used in 2022?

The most popular ways agencies charge their services are:

  • Project or fixed fee-based pricing
  • Retainer fee pricing
  • Time and materials pricing or “day rates”
  • Increment or fixed fee-pricing
  • Value-based pricing
  • Incentives or performance-based pricing
  • Commission
  • Licensing or product sales 
Source: The Productive Company, Inc.

According to a global agency landscape survey conducted in November and December of 2021, out of 169 agencies that participated in the study, 72% of agencies stated that they predominantly work on project-based or fixed fees. From the sample of agency leaders, 82% are confident that in 2022, they will deliver even more profitable growth than in the previous year.

Source: The SoDA Report On…The Global Agency Landscape 2022

Agency leaders are aware of scope creep, resource planning challenges, recruitment and retention challenges in 2022, and global inflation. 

So, how do agencies expect to invest in growth by continuing to work many on predefined, fixed fees? Continuing to apply this pricing model will eventually lead to eroding profit margins.

Why Would Agencies Choose a Less Profitable Agency Pricing Model?

Though value-based pricing is an often-heard term in the agency world, this study has shown that it’s not that popular in practice. 

We offer a few potential answers as to why agencies choose the project-based pricing model over others.

Maybe Agencies Are Insecure About How Much to Charge for Their Services

When an agency starts small, it’s understandable that it doesn’t know how much to charge. Unfortunately, charging more for services through time never gets much easier. 

Many agencies often ask themselves: how much should we charge for our services? Another connected issue that agencies face is setting up rate cards. When agency rate cards aren’t set to meet industry standards, testing different pricing models can seem daunting or less financially viable. Rate cards help agencies communicate clear expectations, especially towards new leads, but also towards legacy clients. 

Ilija Brajković, CEO of Kontra, a digital marketing agency: “In order for a company to be profitable, a worker must cover the cost of his annual salary, times three. This is popularly called one salary for you, one salary for the company (overhead), and one salary for the boss (profit). ” 

Sometimes Agency Leaders Think “Profitability Isn’t What We Focus on”

According to the same study, only 14% of agencies stated that they have an integrated platform that gives them real-time insight into their key metrics. 

This basically means that agencies in 2022 still aren’t looking into their profitability that often. 

Zoja Ivanišević, Head of Development at Brigada, a spatial design agency: “At the end of each project, we’d do an evaluation in Excel to see our profitability. So we could never get the level of accuracy we have today. Before, we didn’t have precise insight into how profitable a project was until we actually delivered it. Because our profitability evaluation would happen after a project was done, we could never figure out, mid-project, whether we’d see less profit or break a budget until it was in the past.”

Sometimes, we’ll hear paradoxical claims from creative agencies such as “Profitability isn’t what we focus on” or “Profitability isn’t our thing”. And sure, it shouldn’t be your main driver as an agency that’s aiming at shaping brand communications and delivering state-of-the-art digital products for clients. 

Without cash flow, creative work cannot continue or expand. Though agencies today are often integrated and deliver top-notch technology along with digital marketing services, many of them still lack an agency management platform to help them guide their profitability and operations.

Maybe Agencies Simply Fear Losing Clients?

A potential reason that agencies decided to work based on predefined project fees is that agencies fear losing work. 

If an agency is stuck thinking that changing its pricing model (or pricing in general) will lead to losing clients and income, it has a big problem. The same survey has shown that though agencies experienced a lot of chaos in the second quarter of 2020, in 2022, agencies are back performing better than ever. 

Martijn Pilich, Managing Director at digital product design agency, Hike One: “We saw that our seniors were underpriced, so we changed our pricing model thanks to the data we got in Productive. We then learned very quickly that some of our clients are happy to pay more if they can get more experienced people. ” 

Data shows that, though the agency business took a quick dip into chaos at the start of 2020, it picked itself back up stronger than ever in 2021. Instead of letting fear guide agency pricing models, looking at data and creating potential growth scenarios will show which agreements with clients to modify.

How Agencies Can Shape a Brighter Future

Even though agencies are facing big challenges such as talent recruitment and retention, employee well-being and maintaining high efficiency and innovation through hybrid working models, confidence is high for agencies in 2022. 

Agencies can do this by regularly monitoring financial performance and dissecting project insights, and nurturing honest relationships with clients while they’re in a realistic position to negotiate better pricing models and that way—foster growth.

Now is the time for agencies to shape a brighter future for themselves. 

For more of the latest agency industry trends, download the Global Agency Landscape Study 2022.

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Google Introduces Product Ads with Short Titles

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Google Introduces Product Ads with Short Titles


Google Introduces Product Ads with Short Titles

In a recent announcement – and one that has been much welcomed by the marketing community – Google Merchant Centre has now introduced short titles for product ads, a new and exciting tool that signals the deviation from the present ‘Title’ tool in favor of what is simply known as the ‘Short Title.’

This news has been welcomed by many Google Ads agencies and PPC experts as marketers can now optimize their product titles even more than they could do previously in the Google Merchant Centre, which, again, is good news for the wider advertising community and its subsequent clients.

So, with this in mind, let PPC Geeks take a more in-depth look at this new tool and what the introduction of short titles for product ads means for the world of B2B and B2C marketing.

What Are Short Titles for Product Ads?

Best used to briefly and concisely identify the product you want to advertise, short titles for product ads should be short and clear, as the name suggests. As these titles will appear in the context of someone quickly browsing the internet, it’s important to catch your potential customer’s attention as soon as possible.

Indeed, Google’s recent introduction of this new, albeit optional attribute to the Merchant Centre, allows ad managers and business owners to be more concise and to the point when writing about their products.

While the introduction of short titles for product ads has been warmly received, there are a number of essential points marketers need to be aware of: one is that your titles should be between 5-65 characters long.

Despite being short to write and therefore freeing up time, this new tool has not necessarily made copywriting any easier. Those who are not adept at the discipline may find it even harder to be concise.

Nevertheless, whether a PPC agency in Manchester or a PPC agency in London, short titles for products could, in fact, significantly improve the optimization of all ads across the Google Ads network, especially Google Display Ads, which could see the biggest improvement out of all the ad types.

Where Will Short Titles for Products be Shown?

These new short titles for products will mostly be shown in places where users typically spend a significant amount of time browsing the internet. This mainly includes shopping ads served up by a Google Shopping agency, Gmail campaigns, and a large proportion of Google Discovery ads.

In comparison to the much larger ‘Title’ attribute, which is required to be set up during the ad building process, short titles for products are entirely optional and should only be considered if they are fit for purpose.

Indeed, though the key differences between the ‘Title’ and ‘Short Titles’ are somewhat self-explanatory, it’s vital you understand how to apply this tool correctly.

A basic ‘Title’ more accurately matches the product landing page to a customer’s keyword search because it’s meant to be as all-encompassing as possible, while a short title, on the other hand, acts more like a vehicle for a brief, concise, and descriptive identification of your product.

That said, though this new feature is optional, it’s important to stay vigilant as your products won’t always be shown across the entire Google network when ‘Short Titles’ have been used.

Short Titles for Products Ads: Best Practices

These best practices serve as a guide to all Google Ads specialists and expert marketers. By meticulously adhering to these points, you can transcend basic advertising models and requirements and optimize your product data and creative output in terms of tangible performance.

  • Limit Your Short Titles to 65 or Fewer Characters – Most customers predominantly only see the initial 65 characters of a short title. With this in mind, it’s vital that you limit your short titles to 65 or fewer characters. Furthermore, depending on their screen size, customers may even see fewer characters than the initial estimate, making being concise hugely important. 
  • Prioritize the Most Important Points – The average person’s attention span has now dropped to eight seconds – decreasing nearly 25% in just a few years. When taking this into consideration, the likelihood of a user reading your entire product title is extremely low. So, with this in mind, it’s important to be as concise as possible and prioritize your most important points when writing a title, especially as people will mostly be scrolling through your products at speed.
  • Include the Brand Name – If your brand name is a significant, differentiating, or enticing selling point, then you need to include it in all of your short titles for product ads. Include your brand name so that users can understand what makes your product unique. Moreover, people are extremely loyal to brands, so including your brand name could be a defining factor in whether you sell a product or not.

These best practices are extremely important as short titles exist within a culture that is defined by its quick turnaround, and so it’s highly likely that users may scroll past your ads if you don’t adhere to the above, no matter if you’re a Google Ads expert or have carried out a thorough PPC audit.

PPC Geeks: Google Ads Specialists

This update is set to redefine how the industry describes its products and creates its ads. If you work in PPC management or for a Google Ads company, it would also be extremely useful to test using short titles in your product ads and compare those insights accordingly.

Ad testing matters as it provides ideas for further improvement and gives you data to back up your future decisions.

Nevertheless, if you require any help with this or want to improve your Google Ads campaigns, then why not invest in a comprehensive, 100% free Google Ads audit.

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