PPC Marketing Strategies
Embrace Broad Targeting on Facebook
In the face of privacy measures that are shrinking audience sizes, it's time to broaden your horizons on Facebook. By stacking interests, targeting based on pages with large followings in your niche, and expanding your lookalikes from 1% to 5%, you can provide the algorithm with ample data to work with. This approach will ensure your campaigns remain effective and scalable.
Refine Your Search Strategy
While broad targeting works on Facebook, it's a different story for search advertising. The cost per lead has seen a significant increase, partly due to broad match becoming broader than ever. To combat this, stick with phrase and exact match, and maintain a robust negative keyword list.
Experiment with Click-to-Messenger Ads
As social media users shift towards smaller groups and direct messages, it's worth exploring click-to-Messenger and click-to-WhatsApp ads. These platforms could provide a new avenue for reaching your audience.
Utilize Automation Wisely
Automation can be a powerful tool when used correctly. While it's essential to avoid relying on it entirely, certain features can significantly enhance your marketing efforts. Responsive search ads and automated bidding, for instance, can be highly effective with the right strategy.
SEO & Website Strategies
Align Your SEO & CRO
With Google Analytics 4 (GA4) replacing Universal Analytics (UA) in July, it's crucial to set up your GA4 property as soon as possible. This new model offers more customer-centric reporting and measurement, allowing you to focus on quality over quantity. To leverage this, you'll need to revisit your SEO metrics and KPIs and tie them more closely to your CRO and revenue goals.
Establish Niche Expertise
Google's ranking factors have seen some changes, with niche expertise gaining weight. To capitalize on this, focus on producing quality content related to your core offerings, recruit subject matter experts as blog authors, and promote your posts on social media for increased visibility.
Simplify Your SEO Content
In-depth content doesn't have to be convoluted. Keep your cluster pages focused and your sections clean. This approach will make your content easier to navigate, satisfying both your readers and Google's algorithms.
Collect First-Party Data with Popups
With the impending demise of third-party cookies, building your first-party data is more important than ever. One effective way to do this is through popups promoting gated content that aligns with your blog categories.
Email & Social Media Strategies
Personalize Your Email Marketing
Personalization is key in email marketing. By segmenting your audience and tailoring your content to each segment, you can significantly increase your engagement rates and ROI.
Leverage User-Generated Content on Social Media
User-generated content (UGC) is a powerful tool for building trust and engagement on social media. Encourage your audience to share their experiences with your brand, and showcase their content on your platforms.
Overall Marketing Strategies
Adopt a Cross-Channel Strategy
A cross-channel marketing strategy ensures that your message reaches your audience, no matter where they are. By coordinating your efforts across all channels, you can provide a seamless and consistent brand experience
