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Your MarTech Tool Stack Isn’t Complete in 2018 Without These 13 Apps

Think your marketing technology (MarTech) stack is king? Pull yourself out of 2017.

Your customers are dropping out of your funnel. Engagement is down. The CEO is on you to get results… today.

Where can you find more efficient ways to get the job done?

A better MarTech stack.

If you aren’t using a diverse set of tools, you’re likely falling behind.

Marketing departments around the world are scrambling to find the best ways to identify and engage their customers.

Are you wondering why your team can’t find more customers? Or better satisfy your existing profit centers?

It’s because your MarTech stack needs a facelift. An upgrade to help you better serve customer needs and enable easy onboarding.

Like a valley girl without botox, a business in 2018 without a proper stack is showing its true age.

But with over 5,000 MarTech options available, finding the right tools for the job can be daunting.

Luckily, I’ve got your back.

Get your MarTech stack ready for the future with the hottest apps on the block.

1. Salesforce

Managing customer relations is key to growing your business.

It’s 5x less expensive to keep an existing customer than to sell to a new one.

But upselling and reselling to existing customers presents a big challenge.

Just because someone bought from you once doesn’t mean they’ll do it again or stick around forever.

You need to manage and nurture the customer relationship.

When it comes to that, Salesforce continues to steal the CRM “best in show” — and with good reason.

It recently topped Fortune’s list of 100 best companies to work for in 2018 and has been able to retain consistent growth behind its experienced leadership.

What’s their secret to being the biggest SaaS shark in the ocean?

It’s one of the most customizable CRMs out there and has been battle-tested for nearly two decades.

It has integrations for just about every use case with it’s AppExchange being second to none.

With AppExchange, you can find, locate and utilize different applications like you would plugins on WordPress.

Businesses of all sizes use it and love it.

Whether you are a mom-and-pop shop getting started or a large enterprise org, Salesforce has seen your use case before and has a solution.

Dashboards are full of comprehensive data that you can use to build customers from small lifetime values to high lifetime values.

Salesforce is king when it comes to customer relationship management.

2. Hootsuite

When it comes to social media, today’s consumer is everywhere.

In fact, the average consumer has seven different social media accounts spread across multiple platforms.

While that presents an opportunity in the form of reaching new customers with multi-channel strategies, it also creates an internal nightmare when it comes to managing it.

Posting, liking, commenting and engaging on seven platforms? That’s a full-time job.

But not when you take advantage of platforms like Hootsuite.

Hootsuite is a necessity for managing your social media presence.

While Facebook Advertising is primarily about “speaking” to your customers, Hootsuite should be used to “listen” and engage.

Of course, finding a way to listen to multiple channels at the same time is difficult. Hootsuite solves the problem by managing all your social channels in one place.

By using a unique dashboard to monitor unlimited streams from all the social media channels your team uses, you can schedule, optimize and interact with consumers in just minutes on any platform.

With integrated analytics dashboards, pulling up reports for your marketing and sales teams is easy.

Connecting to diverse content systems beyond social, you can pull up free stock images to aid your social campaigns:

The platform is decked to the fullest, helping you manage social media with one tool in a sector that normally requires multiple.

3. Google AdWords

Reaching new customers is key to scaling your business.

And there’s possibly no better place to do that than advertising with AdWords.

Despite Facebook’s massive growth, Google AdWords is still the most widely used advertising platform in the world.

In fact, getting certified in AdWords is seen as a necessity for most entry-level digital marketing professionals.

While most people are interested in Facebook, here’s why you should keep AdWords in your toolbox:

AdWords packs a punch in the form of intent.

If cleanliness is next to godliness, then intent is next to customer acquisition.

On platforms like Facebook, people aren’t there to see ads or find products. They are engaging with friends, family, and funny videos.

But on AdWords, people are actively searching via keywords to find solutions to their problems:

They want help ASAP. So you can virtually skip the typical funnel process and get down to selling.

On top of intent, AdWords packs reach. Google handles over 40,000 searches every second.

Not to mention over 3.5 billion each day and 1.2 trillion each year.

With AdWords, you can also advertise on YouTube, a platform with 1.5 billion monthly active users who watch more than an hour of content daily.

In terms of support, you have access to dedicated account managers that will help run and optimize your campaigns.

The dashboard is extremely easy to use, too.

With diverse demographic targeting and custom audiences, you can reach users with Facebook-like specificity.

AdWords is the bread-and-butter of PPC advertising and will continue to dominate with its massive user base.

Add it to your stack and get your piece of the pie today.

4. Optimizely

Running tests is critical to finding success. Whether in product creation, marketing development or sales.

Test and test again.

But when most A/B tests fail, you often can’t rely on your own, basic marketing tests to provide statistically significant data.

Let Optimizely take your experiments by the horns to stay ahead of the competition.

Test against your assumptions to build better campaigns that capture more users and increase retention.

People will think you became a guru overnight.

There are a number of ways you can impress your team with Optimizely.

Use Optimizely X, and you can experiment across “every device, every channel, and every customer touchpoint.”

With unlimited users, you can easily collaborate with anyone to build dashboards that will make your executive team happy.

Show the world your technical prowess by empowering developers to support your optimization marketing tech.

Optimizely powers optimization and testing for some of the largest companies on the planet for a reason:

It simplifies testing and provides accurate, effective results.

5. Crazy Egg

Every marketer thinks they understand their customers. Their pain points, wants and needs.

But when it comes to driving sales, do you know how the user experienced your site? What they loved or hated?

Unless you are using a heat mapping tool like Crazy Egg, you likely don’t.

Crazy Egg is known as a heatmapping tool that provides an X-ray of how visitors are interacting with your site.

They were one of the first in the space, and remain the top player for a few main reasons.

With Crazy Egg, you can see which part of your pages users click on the most, where they are spending the most time (on a per-page basis), and what areas are being completely ignored.

They offer four different views, but Heatmap and Scrollmap are where it’s at.

Heatmap allows you to see where users are clicking and Scrollmap allows you to see where users are spending the most time (especially helpful for those of you producing long-form content).

Crazy Egg allows you to A/B test different variations of pages so you can continue to make iterations.

Getting insights on how your users interact with you is invaluable for optimization. Quit your slacking and start using heatmaps.

Speaking of slacking…

6. Slack

Collaborating and communicating across teams and departments shouldn’t be a boring, tedious or annoying process.

And, it shouldn’t be an afterthought, either.

According to HubSpot, the more aligned your sales and marketing team is, the better overall growth you’ll achieve.

And that’s where Slack comes into play.

With Slack, all of your team communication exists in one place. You can message individuals directly, create a group, and create Slack channels to keep conversations topical and organized.

Plus, they have integrations with EVERYTHING. GitHub, Trello, Dropbox, Google Drive, Heroku and countless other MarTech tools. The list doesn’t end.

Slack is where work gets done, and team communication stays fluid.

7. Marketo

Latest data shows that 91% of companies using marketing automation find it to be an integral piece of their marketing strategy.

The fact of the matter is, with so many channels and platforms available to marketers today, automation is necessary to thrive.

And Marketo is a powerhouse of automation designed for marketers by marketers.

If you’re in B2B and want to get an idea of how your prospects are interacting with all your marketing channels, Marketo is the wingman you’ve always wanted.

Built on the same core platform as Salesforce, Marketo is a necessity for any team running multiple channels for customer acquisition.

With an easy-to-use modular system featuring marketing automation, consumer engagement marketing, real-time personalization, and marketing management, you can customize everything for your specific business needs.

Marketo is designed for scaling businesses.

The platform allows you to clone entire programs such as landing pages and email marketing, so you don’t have to create new ones as your grow.

Using advanced reporting to pull detailed customer analytics and then compare across channels, Marketo can integrate with just about any other MarTech tool you use.

Marketo is built for the power-user. For the marketing team that attacks multiple channels and needs heavy equipment to get the job done.

8. AdRoll

AdRoll arrived on the MarTech scene as a retargeting platform but has since transitioned into a full-funnel DSP (demand-side platform).

What does this mean? AdRoll allows you to attract new customers to your site, convert site visitors at scale, and continue to maintain a relationship with your existing customers.

Programmatic marketing has gotten some flack recently, but the numbers don’t lie:

There is a reason AdRoll has over 30,000 customers (well, there’s at least 30,000 reasons).

And what AdRoll is working on in the future is even more interesting.

AdRoll plans to focus more on incrementality utilizing big data and machine learning to get a complete sense of which ads are actually causing customers to make a purchase.

They are building out an account-based marketing solution and are poised to become a market leader in the space.

Take their access to over 300 ad networks and exchanges, add an advanced bidding tool, and layer in very specific customer data from Bombora.

That’s a recipe for potential success and more money in your company war chest.

Their account management is second to none. For mid-market companies, you will not get the same level of customer service from Google or Facebook.

Want a platform to help grow and nurture customers? Look no further.

9. Sprinklr

CXM, or customer experience management, is the audience engagement need for your MarTech stack in 2018.

Have you heard the maxim, “People don’t care what you know until they know that you care”?

With CXM, that core idea rings true. Engaging with your audience is an absolute must-have for creating a dialogue about your brand.

Sprinklr makes this easier than ever to put into practice.

Their CXM platform gives you complete control over the customer experience.

Pull over 25 social channels into a unified platform. Reach and listen to all your customers in one place.

Add context to data pulled from other platforms, like your Salesforce CRM.

Schedule your campaigns and monitor results with ease.

Leverage Sprinklr’s app marketplace to make the most of your CXM data.

With diverse integrations, you’ll be able to connect Sprinklr to any other tool in your stack.

10. MailChimp

When it comes to email marketing, there are countless platforms available.

But starting out with your first platform can make or break your success.

Some cost a fortune, and others are meant for top-level companies.

Thankfully, MailChimp exists, allowing any company of any size to start an email marketing campaign in just minutes.

With powerful analytics dashboards, you get clear data on your campaigns without vanity metrics:

Using a drag-and-drop email building system, you can get campaigns established fast with the look and appeal of a high-tech, high-cost platform:

The fact is, email still reigns supreme in 2018.

Email is still one of the most influential information sources for B2B audiences.

On the B2C side of things, welcome emails generate 320% more revenue than general promotional messages.

If you aren’t capitalizing on the opportunities to maximize revenue from your email marketing… well, then what are you doing?

MailChimp makes it easier than ever to build automated campaigns for drip funnels and promotional marketing, with templates that make the process a breeze for you and your team.

You can quickly split your audiences into lists for optimal campaign performance.

As with most MarTech tools, it integrates with just about every app on the planet.

My personal favorite tactic is using Gleam to build a competition, then leveraging automation in MailChimp to convert those participants into customers.

All that’s left to do is sit back and watch yourself win.

11. Wrike

Keeping everyone on the same page is just as vital as getting your MarTech stack working overtime.

Ensuring that every team is interconnected, working together and sharing information isn’t easy.

Especially when teams are hard at work.

And that’s where Wrike comes into play.

Wrike has an advantage as one of the leading productivity management platforms in the world.

When your MarTech needs to stay on track, count on Wrike to keep all your campaign tasks organized.

Wrike helps you to test workflows before launching them into campaigns and manage communications across members of your team.

In addition to a robust free trial and extensive documentation to get you started, Wrike boasts a library of integrations — including some of the market-leading MarTech tools.

Wrike is perfect for businesses that get work done and need to share that work across various departments and teams.

Integrate it into your marketing stack for streamlined communications and efficiency.

12. Zapier

Say you need to connect your Kissmetrics campaigns to reports to Crazy Egg, and then email those reports to your supervisor at 4:00 PM on the dot?

Diverse, detailed and seriously precise marketing automation like that is hard to come by.

And that’s why Zapier is dominating the competition.

Connecting anything to well, anything, is as easy as selecting a few dropdowns. Choose the apps you want to connect, create a hook, and voila — instant MarTech magic.

Zapier is the Muhammad Ali of automation. Using easy, customizable triggers and actions, you can connect any app in your stack to run highly specific tasks.

Once you’ve set it up, you simply let it run in the background, automating most of your daily tasks that kill your time.

13. SERPs

SEO has changed dramatically in the past ten years. In fact, Google makes updates to their algorithm nearly 600 times each year.

That’s more than once a day.

Staying up-to-date with SEO is crucial, and there is perhaps no better way to know who is outranking you on specific keywords than SERPs.

SERPs is the one-stop shop for competitive SEO insights. Your SEO is never good enough in today’s algorithm-shifting world.

Until you hit #1 ranking for every targeted keyword, there is always opportunity to improve.

SERPs helps you go above and beyond plain old research to deliver actionable insights about your competition.

When researching their Google ranking index or keyword research database, you can gather insights on which keywords competitors are targeting, campaign costs against those keywords, and SEO rankings for specific landing pages or blog content.

Stop doing keyword research with sub-par platforms or directly on Google.

Integrate SERPs to get the benefit of keyword research and competitor research in one.

Bringing it all together

Building a MarTech stack is a complex problem.

You have over 5,000 options to choose from with a very specific budget and a list of requirements.

Want to hear some good news? You’ve already done the hard work. Finding the right resources is half the battle.

The other half of the battle is getting your knowledge to align with actions.

You are the glue holding your MarTech stack together. Without your decisions, there is no marketing ROI for you and your team.

You still need to bring everything together to ensure your team can make the most of this powerful MarTech tool stack.

First, ask yourself these two key questions.

What are my immediate goals?

Your initial answers to this question led you here, so it may be time to really look into what you’re doing and why you’re doing it.

In my first marketing role at a SaaS company, we spent about $10,000 on LinkedIn Ads that only converted 0.1% of users who clicked through.

In some companies, this is a campaign that can put you out on the street.

You know what our team did instead of stressing about the results? We doubled down with a clearer objective.

Our initial goal was too broad. “Convert 1% of user click-throughs” only works if you’re offering real value and understand why your content is valuable.

We were trying to sell ourselves without telling a story, and our prospective customers could see right through it. So what did our new goal become?

“Convert 1% of user click-throughs and increase total ad clicks by 5,000.” Then we were prioritizing context as well as optimization.

Bringing this back around to the finish line, your goals are the hidden driver for your MarTech stack.

Understand your why and be clear about how each MarTech tool guides you toward success.

Where are you going to achieve a greater ROI?

The trick is actually more simple than it may seem.

You’ll generate ROI when you test assumptions and land in the right place at the right time.

With measurable and actionable results, you tell a more informed story about your customers.

A better story leads to better experiments. Before you know it, your marketing machine does all the heavy lifting for you.

For example, your life is easier when you put the majority of the load on your MarTech stack.

With Kissmetrics, for instance, it’s easy to analyze, segment, and connect your marketing automation in a single platform.

Your MarTech tool stack is the key to achieving successful ROI in your marketing efforts. Without it, you’re Captain Ahab in the ocean minus a paddle and spear.

Conclusion

Marketing stacks are key to streamlining your marketing campaigns in the modern world.

With so many options to choose from, it can often be overwhelming.

For your average mid-market company, a combination of Kissmetrics (below) + Crazy Egg + HubSpot + Google + Facebook may be all you need.

Even startups can benefit from this stack.

Enterprises can combine these tools and more to achieve even more growth.

With the addition of Sprinklr and other CXM tools, every channel becomes a potential revenue stream.

You’ve shown an appetite for winning in the marketing game by getting this far.

Go forth, build your MarTech tool stack, and show the world what you can do.

What completes your MarTech tool stack?

About the Author: Neil Patel is the cofounder of Neil Patel Digital.

from MarketingRSS http://feedproxy.google.com/~r/KISSmetrics/~3/3K9h3COBvh4/ via Youtube from Blogger http://pwrbloggy.blogspot.com/2018/03/your-martech-tool-stack-isnt-complete.html via Youtube

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samiam02x1 · 6 years

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Marketing Day: SEM campaigns, Spredfast updates its dashboard & Centro’s Basis ad platform

Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. Please visit Marketing Land for the full article.

from MarketingRSS http://feeds.marketingland.com/~r/mktingland/~3/-jaFEXMvoUY/marketing-day-sem-campaigns-spredfast-updates-dashboard-centros-basis-ad-platform-235396 via Youtube from Blogger http://pwrbloggy.blogspot.com/2018/03/marketing-day-sem-campaigns-spredfast.html via Youtube

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samiam02x1 · 6 years

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The pros and cons of marketing operations as a corporate vs. field function

Should your marketing operations be centralized, or should field offices be autonomous? Contributor Debbie Qaqish explores the risks and benefits of different approaches. Please visit Marketing Land for the full article.

from MarketingRSS http://feeds.marketingland.com/~r/mktingland/~3/EORXxQqMHlg/pros-cons-marketing-operations-corporate-vs-field-function-235023 via Youtube from Blogger http://pwrbloggy.blogspot.com/2018/03/the-pros-and-cons-of-marketing.html via Youtube

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samiam02x1 · 6 years

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Phrase, broad, or broad match modifier: After exact, what’s the next best match type?

Contributor Andy Taylor answers by sharing research that shows deploying multiple match types produces little difference between phrase and broad match options. Please visit Marketing Land for the full article.

from MarketingRSS http://feeds.marketingland.com/~r/mktingland/~3/-PDbI752otY/phrase-broad-broad-match-modifier-exact-whats-next-best-match-type-235281 via Youtube from Blogger http://pwrbloggy.blogspot.com/2018/03/phrase-broad-or-broad-match-modifier.html via Youtube

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samiam02x1 · 6 years

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Unit economics: The foundation of a good SEM campaign

Contributor Kevin Lee outlines how SEM campaigns can benefit from applying smarter business unit economics and asking rational questions. Please visit Marketing Land for the full article.

from MarketingRSS http://feeds.marketingland.com/~r/mktingland/~3/xUgOi-fPTCI/unit-economics-foundation-good-sem-campaign-235204 via Youtube from Blogger http://pwrbloggy.blogspot.com/2018/03/unit-economics-foundation-of-good-sem.html via Youtube

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samiam02x1 · 6 years

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Are you ready for the attribution changes coming to Google AdWords?

If you're not, contributor Mona Elesseily will help you get up to speed. Here's her overview of attribution and five different replacement models available in Google AdWords. Please visit Marketing Land for the full article.

from MarketingRSS http://feeds.marketingland.com/~r/mktingland/~3/SKDTAsrlwZc/ready-attribution-changes-coming-google-adwords-235295 via Youtube from Blogger http://pwrbloggy.blogspot.com/2018/03/are-you-ready-for-attribution-changes.html via Youtube

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Zoho unveils the ‘first bot for CRM,’ plus a new ‘serverless’ infrastructure service

Known for its collection of business software, the company is now adding a voice/text conversational interface and a for-hire backend to its CRM. Please visit Marketing Land for the full article.

from MarketingRSS http://feeds.marketingland.com/~r/mktingland/~3/EKHowujNE4M/zoho-unveils-first-bot-crm-plus-new-serverless-infrastructure-service-235367 via Youtube from Blogger http://pwrbloggy.blogspot.com/2018/03/zoho-unveils-first-bot-for-crm-plus-new.html via Youtube

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samiam02x1 · 6 years

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Spredfast adds reviews to the social channels in its dashboard

The social management platform becomes the latest to treat consumer reviews as another source of social feedback. Please visit Marketing Land for the full article.

from MarketingRSS http://feeds.marketingland.com/~r/mktingland/~3/mao9hbs2lwo/spredfast-adds-reviews-social-channels-dashboard-235336 via Youtube from Blogger http://pwrbloggy.blogspot.com/2018/03/spredfast-adds-reviews-to-social.html via Youtube

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samiam02x1 · 6 years

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Google’s antitrust infringement continues ‘unabated’, Google Shopping competitors tell European Commission

Four months in, 19 rivals say too little has changed. Please visit Marketing Land for the full article.

from MarketingRSS http://feeds.marketingland.com/~r/mktingland/~3/vaQTioWzSlo/googles-antitrust-infringement-continues-unabated-google-shopping-competitors-tell-european-commission-235319 via Youtube from Blogger http://pwrbloggy.blogspot.com/2018/03/googles-antitrust-infringement.html via Youtube

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samiam02x1 · 6 years

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The death of the mass market and why consumers couldn’t be happier

The environment for brands has changed dramatically just in the past few years. Contributor Andrew Waber explains what it takes to thrive today. Please visit Marketing Land for the full article.

from MarketingRSS http://feeds.marketingland.com/~r/mktingland/~3/SZB2wiUtGBw/death-mass-market-consumers-couldnt-happier-235297 via Youtube from Blogger http://pwrbloggy.blogspot.com/2018/03/the-death-of-mass-market-and-why.html via Youtube

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samiam02x1 · 6 years

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How to Set and Forget AdWords Campaigns with these 5 Ad Optimization Rules

Managing your ad campaigns can be incredibly tedious.

You probably don’t need me to tell you that though, because you’re looking at them every day.

You’re also making the same changes on a monthly, weekly, and even a daily basis.

And it’s not like you can just quit AdWords either.

Google has reported that businesses make an average of $2 in revenue for every $1 they spend on AdWords.

That makes it a vital part of your digital toolkit, and an even bigger part of your ROI.

The problem is that the work is never done. And it never will be either.

Luckily, you have options just below the surface of default settings in AdWords that can help lessen the amount of time you spend tinkering with your campaigns.

Adwords gives you the option to automate some of the more tedious elements of your campaign.

Because your only option shouldn’t be to hire the work out.

Many small businesses simply can’t afford to do that.

They also can’t afford to go take a marketing class to learn “secrets” they’ll never use.

The good news is that you can save time in the future by automating the processes you’re already doing manually.

I’m going to show you how to optimize your automated AdWords campaigns.

Automation is critical

Let’s start with the basics.

I already mentioned that the average AdWords spend doubles your revenue, but what else should you be looking for?

The trouble with traditional PPC campaigns is that the effective ones often require constant babysitting to see results.

And the repetitive process of adjusting, activating, or deactivating ads can take up too much of your time.

That’s why automation is so important.

It kicks in when the time is right, which means you don’t have to constantly monitor the ad to get the result you want.

So your biggest objective, quantitatively, is to create an ad with an amazing landing page that maximizes your click-through rate, or CTR.

Depending on your niche, a “good” CTR can be anywhere from 2 percent – 25 percent, or even higher.

More to the point, failing to optimize your ads means your competitors are edging you out.

In fact, Smart Insights found that being at the top of SERPs increases your CTR by 31.52%.

Which means if you can get a search results page that looks like this:

You’re not only cashing in on SEO; you’re doubling down with your ad campaign.

You stand a better chance of getting a higher CTR, which means more leads and more sales.

And this is where automated rules can save the day.

Automated rules are actions you can have AdWords perform automatically across your campaigns.

Running these rules requires you to set which conditions have to be met for the rule to trigger.

Keep in mind that automation is just a process that allows you to take the campaigns you’re already running and spend less time on them.

If you don’t have the right practices already in place, you’ll just be automating bad habits.

Lack of routine, not knowing what to look for, when to look for it, and why to look for it means you’re unable to fix problems when they arise.

You’re throwing your (or your client’s) money away.

And since you’re reading a blog article about PPC, it’s pretty obvious you want different results.

With these automations, you’ll have the ability to skip the routine tasks to focus on strategy and growth instead.

So let’s get started with the backend and move down to individual ads.

1. Optimize your campaign first

One of the fundamental concepts of PPC is setting the right overarching parameters for your ads.

Missing the mark on a technical detail can sink your campaign before it even starts, leaving you with the assumption that tasks are automated when nothing is happening.

For example, the effectiveness of segmentation and targeting of your ad are directly tied to basic elements like copy and coloring.

That doesn’t even touch on the landing page you use.

All this means your automation starts well before you ever log into your AdWords accounts.

You have to begin by knowing your targets and the results you want, and then constructing compelling copy, images, and link your ad to a useful landing page.

So let’s walk through what this looks.

Let’s say we want to run a display campaign via AdWords.

You’ll fire up your dashboard, go to your campaign, and be met with a page that looks like this:

As you can see, I’ve highlighted the options to select.

This will run a display campaign with the goal of acquiring leads.

You also want to make sure you select a standard display campaign so that you can choose your settings and targeting.

You’ll also need to input your website URL.

Then input your campaign name and targeting information.

For this example, I’ll call it Business Owners and target Seattle, WA.

Next, you’ll need to decide on bidding.

What you choose for this depends on your objective, but since we’re talking about automation, I’m going to opt for the “Automatically maximize clicks” option.

This will automatically set your ad to bid for the lowest possible cost-per-click (CPC).

If you choose to select a different bid strategy, here are your options:

As you can see, there are four automated options or a manual bid setting. Leave that be for now.

You’ve successfully set up automation for your campaign now. Next on the list is your ad groups.

2. Now get the ad groups right

At this point, you’re ready to set the targeting parameters for your ad.

Koozai recommends breaking down and targeting your ads to these general categories before you start to make changes in AdWords:

Location

Device

Income

Interest Categories

Gender

Age

Once you’ve determined where to target your ads, it’s time to set them up.

Start with audiences, which provides a breakdown of online actions and interests. You can see here I’m keeping with the business owner theme.

Next, move on to demographics.

For this particular ad group, let’s say I want to target male and female business owners who are between the ages of 20 and 35.

They’ll be in the top 30% of household income with no children.

Now select your keywords, topical targeting, and the last big piece: automated targeting.

Automated targeting a great tool for letting Google AdWords display your ad to customers similar to the ones you’ve targeted.

You can either opt out of automated targeting, which limits your audience to only the parameters you’ve selected.

Or, you can choose between conservative and aggressive automation strategies.

Conservative automation will keep your audience very narrow, but will still put your add in front of similar demographics.

This a great option for businesses that want more conversions and are okay with getting clicks that are a bit outside their optimal audience.

Aggressive automation widens your audience even more and places your ad in front of a wider but still similar group of people.

Use this setting when you want way more conversions and are okay picking through some potentially low-quality leads.

But if you’d rather keep the ad group tight, then select no automated targeting.

Whichever one you pick is determined by your goals and how prepared your sales team is to handle less-than-ideal leads.

3. Set individual ad performance parameters

Now that you’ve set up your campaign and ad group, it’s time to dive into some individual automation elements.

Keep exposure equal

Google’s default setting is to prefer your best performing ads.

While this might sound like a good thing, it can skew your A/B testing results and will favor one ad over others.

To combat this, you want to ensure that your ads are set to “rotate indefinitely” so that each has an equal chance to perform.

This makes sure that one ad doesn’t get shown more often than others, which could skew your conversion rates.

Normally, you’d be forced to go into your AdWords dashboard and manually stop an over-shown ad, and that will affect the results of your A/B testing.

You’ll find this option under your settings tab in the individual ad group. It will look like this:

Once you’ve selected and saved the settings to rotate indefinitely, you won’t be saddled with the repetitive task of deactivating overperformers to get the results you want.

Pick the right device

There are so many devices to choose from these days it can make your head spin. Contrary to what you might think, advertising universally across all devices isn’t always a good idea.

I worked with a client once who was advertising on mobile, desktop, and tablets at first.

After a month, we sat down and parsed through the data. Tablets only had three clicks.

Compared to the 244 clicks from desktop, it was clear that tablets were a waste of time.

But don’t just take that advice and run with it.

It’s also worth considering that 33% of all Google search clicks are generated through mobile.

So just because one company isn’t met with success on a mobile platform doesn’t mean you’ll have the same results.

The same is true for the opposite sentiment as well.

Which means if you’re opting out of advertising on mobile, you should probably reconsider.

One former Google employee who’s now working as an SEO specialist recommends deciding whether you want to be viewed in apps or not.

You may be spending money advertising to kids who use mobile apps but wouldn’t ever touch your product.

The only way you’ll know for certain is if you try, but if your age demographic isn’t on the lower end of the spectrum, then an in-app ad might not suit you.

Pause or play?

Another automation miracle at the ad group level revolves around timing.

Wordstream recommends doing some hardcore data analysis before you get to the business of setting up times though.

For example, they found that they weren’t getting many clicks on the weekend, but the CTR was higher, and the cost per click was lower:

They used this information to take action accordingly.

Namely, optimizing ad budget and the timing allotment so that these ads could perform even better.

Don’t just rely on the default settings.

They’ll have your ads running 24/7, and you’ll burn through your budget.

The more specific you are, the better your results will be.

You can see here that I’ve set an example ad for certain times on Monday and Tuesday only:

And consider the types of ads you’re running.

You don’t need a Thanksgiving-themed advertisement to be running in the middle of summer.

Or a late-night all-nighter themed ad in the middle of the afternoon.

That’s just a waste of money and will spread confusion around your brand.

Time your ads appropriately.

Make sure you’re set to track

Analytics is everything in PPC.

Every action you take is based on data. Whether it’s increasing a bid or narrowing your audience, you want to know the analytics that back up your decision making.

Which means you need to make sure you’re actually connected to your tracking system before you miss out on valuable insight.

Make sure AdWords is connected to your Analytics.

Failing to do so would result in being unable to gather any reliable and usable feedback on your ads.

Make sure all of your ads are approved

Finally, you want to make sure your ads are approved.

To keep front page content appropriate for everyone, Google reviews every ad to ensure it complies with the AdWords advertising policies.

It usually takes less than a business day.

The review starts automatically when you create your ad.

Once it passes, you’ll be able to see the status change from “Under Review” to “Eligible.”

Sometimes an ad will come back “Disapproved” which means it won’t be shown to anyone.

Google will typically flag these and notify you.

Usually, this isn’t too much of a problem, but you may run across the status “With Issues.”

That typically means you’ve put content in the ad that can run, but only under certain instances.

You’ll probably find that ad performing less effectively if you’re not catering to an adult-only audience.

4. Fine-tune all the time

Even though you’ve automated your ads, that doesn’t mean your work is done.

So let’s focus on optimizing all these moving parts you’ve automated.

Refinement is an ongoing process that usually falls into two key categories: Keywords and A/B testing.

I want to start with keywords.

While keywords are usually the first step that most people think of, having this as a final check will help you make sure you’ve truly found the right keywords.

Then you can further optimize AdWords.

Your goal here is to find and remove (or replace) your low-quality keywords and even dial in your negative keywords (words you don’t want your ad to appear under).

This ensures that only people who will truly benefit from your ad see it and click on it.

As you can see here, I’ve decided that I don’t want any search terms related to retail service, food service, or multi-level marketing to display my ad.

This is just an example, but you can see the implications for not having your ad display for something you wouldn’t want to be associated with.

You’ll also want to take time to prune keywords by quality score.

Quality score is, as it implies, more of a qualitative analysis than the typical quantitative analytics you see in PPC.

It attempts to analyze the behavior of your ads and the people who click on them.

You can find your keyword quality score under the Keywords section of your Google AdWords dashboard.

You’ll have to select the Modify Columns tab that looks like this:

Scroll down until you see the Quality Score tab.

Click on it, and then select for your Quality Score to appear.

You’ll now be able to go back to your Keywords dashboard and scroll over until you see your Quality Score for each ad.

A low-quality score could mean that your ad isn’t effective. And that means Google will show it less and you’ll get fewer conversions.

High scores get better conversions at a lower cost-per-click.

You should always aim to improve this metric, and I recommend finding out what a good quality score for your industry is.

Anything less is likely a waste of time and money.

Once you fine-tune your keywords, you also want to conduct some serious A/B testing to help refine your ad’s performance.

A/B testing helps you narrow down the elements of your ads that perform better than others, which lets you find more ways to optimize your conversions.

You can test the copy, the image, the headline, and even the keywords.

As you can see in the example below, there can be two versions of the same ad that look vastly different:

This video from QuickSprout gives a quick rundown on how you can effectively split test in Google AdWords.

For example, if you want to test a headline, you’ll need to start by creating multiple variations to test their performance.

CrazyEgg shared 11 different ways this was accomplished by different brands.

Here’s one from a company called Logo Design:

They used numbers, ASCII characters, had a great offer and used a powerful CTA all in one little ad.

And their keyword, “logo design,” is strategically inserted to help generate more clicks.

It’s even bolded within the headline.

The possibilities for optimization and testing are endless.

5. Put yourself on a regimented schedule

Klientboost recommends building regular routines to help with checking and optimizing automation.

Your goal here is to make sure that you’re spending your time and your client’s money wisely, which will always require close attention to detail.

Falling behind or mismanaging your automation can still get you into trouble.

So how does it work? Follow this schedule:

1. Daily

Is anything broken? Are your ads running, and are the analytics looking in good health?

How are your budget trends?

Are any of your ads overspending, or only spending at certain times of day? That could point to an error.

Are your bids correct?

Are you paying too much for one ad? This could be removing budget from other areas that need it.

2. Weekly

Check if your overall trends are on-target. Are you getting good click-through rates and ROI for your ads?

Review A/B testing. Make sure you’re not spending money blindly and are A/B testing like I mentioned.

Using a tool like my A/B test significance calculator will help you know if you have statistically-significant data. Just put in the data for each variant and my calculator will tell you if you have enough data to draw conclusions.

3. Monthly

Review the data you’ve collected to see if there are any necessary changes.

Make changes as needed.

In general, are you getting results?

If not, look for ways to improve your ads or get results with other mediums.

Make these checks a part of your routine.

It’s not nearly as time-consuming as manually setting ads is, so this shouldn’t be too difficult a transition for you.

Schedule it in your phone, planner, email, or whatever you use to stay on track.

Conclusion

If you’re spending all of your time setting budgets and fiddling with bidding in your AdWords campaigns, you’re doing it wrong.

You have the power to automate the most tedious parts of your tasks and focus on the elements that yield results instead.

And it doesn’t have to be difficult. You already have all the tools you need.

Optimize your ads methodically.

Start with the campaign itself by setting the right approach from the start. Maximize for clicks, conversions, or whatever suits your goals.

Then work through your ad groups.

Set the target audience with laser accuracy by choosing the proper demographics, optimizing for specific devices, and pinpointing the right location.

Round out your approach by setting the right rules for individual ads. Make sure each is getting the right amount of exposure for accurate A/B testing.

Set appropriate time limits and ensure your ads haven’t been disqualified.

Then take time at the end of setting up your automation to fine-tune your keywords and conduct A/B tests to optimize ad performance.

Neglecting this step is like buying a supercar and putting standard fuel in it.

Finally, implement good habits to help you check your results.

You may not succeed on the first attempt, but with patience and diligence you’ll start to see your PPC campaigns begin to flourish.

And at the very least, you’ll have more time on your hands.

What strategies do you use to optimize your automated AdWord campaigns?

About the Author: Neil Patel is the cofounder of Neil Patel Digital.

from MarketingRSS http://feedproxy.google.com/~r/KISSmetrics/~3/-UcvpfDhSIg/ via Youtube from Blogger http://pwrbloggy.blogspot.com/2018/03/how-to-set-and-forget-adwords-campaigns.html via Youtube

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samiam02x1 · 6 years

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4 Effective Tips to Create Customers for Life with the Perfect Onboard Messaging Sequence

The very beginning of any relationship is awkward.

Do you think your customers feel that way about the beginning of their relationship with you?

Because if they do, that’s bad. It’s a severe threat to your business!

It’s kind of like being on time for a party. Everyone’s feeling things out, sizing up the room, and trying to find a cozy place to gel while the party gets going. At least, that’s if things go smoothly.

Other times it’s more like those middle school dance parties where there are too many chaperones, and no one knows what to do.

So you stand around awkwardly until your mom picks you up.

As the saying goes, the “seeds of churn are planted early.“ Your customer onboarding experience will determine the overall quality and longevity of your business relationship.

But how do you create the perfect onboarding experience?

And better yet, how do you make it seem like you’re not overly market-ey?

Because a relationship should feel natural. It should be guidance and friendship instead of skywriting that says BUY NOW.

I know you get what I’m saying because you’ve probably been on both sides of that coin.

So I want to knuckle down in this post and show you how to avoid the early missteps and build bridges that will last a lifetime.

Your brand will flourish, your business will grow, and you might even feel a little more fulfillment in the connections you make.

I’m going to show you how to build the perfect onboard messaging sequence.

But first, let’s talk about why you should even pay attention to your onboarding in the first place.

Why you should care about your onboarding experience

Onboarding is a broad term.

It’s not a single instance you can point to and say “this is onboarding,” because it’s describing an entire process.

It’s the journey a customer takes from the first click to their first success.

GrooveHQ conveys it well with a simple graph:

They’ve turned “first click” into “acquisition,” but the point is the same.

We’re specifically focusing on the beginning of the customer relationship, and we’re not just doing to call it a “sales thing.”

Anyone can do this and do it well.

One of the other terms you’ll hear thrown around when talking about onboarding is the concept of “churn.”

You’ve already heard me mention it, but I want to dig a little deeper before we progress.

Churn is synonymous with problems.

Let’s compare it to noticing one week into a new relationship that your girlfriend is hiding her phone.

The seeds of doubt – or of churn – are planted early.

Churn seeds are usually planted early – often during the sales process, especially when trickery is used – but they may take time to sprout

— Lincoln Murphy (@lincolnmurphy) March 15, 2013

This isn’t a new concept either.

The most significant problems usually start early in the process, and the same is true for customer relationships.

Where onboarding plays such a vital role is that the opposite of everything I just said is also true.

Seeds of churn can be planted early, but so are the seeds of success, as this anecdote from Kahuna Accounting conveys.

In just 12 months, they went from $0 to $480k annually.

How did they accomplish that?

They focused on their onboarding experience!

I’ll talk a little more about the specifics of what they did in a minute, but I want to wrap up our discussion about onboarding first.

According to Tallyfy, your onboarding experience should seek to answer two questions:

Have you successfully introduced your new client to your business and addressed all their questions and concerns early on?

Have you gathered information on your client so you have insight into what products and services would benefit them?

Let’s unwrap these two thoughts by looking at what AppCues did with their client Canva’s onboarding sequence.

How do they go about introducing themselves and addressing concerns?

For starters, they looked for growth opportunities and provided the organization with a way to gather data.

As you’ll see in the image below, there’s a link to a quick two-minute survey that they send in the welcome email.

I want to repeat that: they put it in the welcome email.

Why? Because they wanted to know if they were doing everything they could to satisfy their new customers.

Once their data confirmed that Canva knew their user base and provided for their needs, they decided to start forming hypotheses and experimenting.

They revamped their onboarding sequence so that customers would see this upon arrival:

What were the results? They had a 10% increase in activation for this particular project type.

So you see that finding the right approach to take your client from acquisition to success is the onboarding sequence.

You’ll address their concerns and find new ways to benefit them.

I want to make one final point about customer onboarding, in case there’s any doubt in your mind about its importance.

Way back in 2000, Harvard Business School published a fascinating study that revealed one very telling fact:

In the long term, it’s more profitable to retain old customers than win new ones.

This is old-school knowledge, but it’s relevant nonetheless.

Retention has been proven time and again to be a cheaper and more profitable route than acquiring new customers.

And if the future of your relationships starts at its’ inception, then I hope you’re paying attention to what comes next.

1. Interview the Right People

To send the right message, you have to know what your audience wants to hear.

And you need to be able to do it across any industry, no matter the pain points.

I want to go back to our example from Kahuna Accounting for a moment, because what they did stands out as an excellent example of this approach.

Sixteen Ventures shared their story in a podcast, but here’s the gist of it:

They started with the assumption that their customers knew more than they did.

So to test that assumption, they interviewed anyone and everyone who was in their targeted niche.

They interviewed the ideal clients.

They questioned the clients you wouldn’t touch with a ten-foot pole.

They even found thought leaders and bloggers to talk to who would share their experiences.

By going incredibly narrow and capitalizing on their niche, they found that the world seemed to get smaller.

However, the interviews gave them direction. All of their marketing was poured into their findings.

They learned to speak their language and built a customer landing page to push their campaign.

They even wrote a whitepaper based on the information from the interviews.

Strategic ads, guest blogs, and collaborations abounded.

One year later, they’d gone from $0 to $480k. All because of some interviews.

You don’t always have the opportunity to ask questions in person though, and it’s not always about setting up interviews anyways.

Some services, like Shopify, re-engage with their target audience by reminding them of their pocketbook:

You may have set up a store with them, but they know the reason you’re using their platform is that you want to make money.

You can’t make money if your card isn’t connected.

So they use messaging like this to draw you back in.

They build a trust-oriented relationship that is beneficial for you and them, but they don’t lead with that.

They simply remind you that you can make more money. Cool idea, right?

Here’s another example from fashion designer Paul Smith’s brand:

This is a really simple approach, but it falls in line with getting to know your customer better.

By asking newcomers or recent purchasers to set up a profile, they’re not only learning more about who they sell to, but they’re also deepening the impact of their brand.

Interview or no interview, these processes fall under the umbrella of a process called Customer Development.

Customer Development is a method of finding and qualifying the right market for your business. That’s essentially what Kahuna Accounting did.

The idea is to build a product around elements that solve your customers’ needs, then find the right ways to convert customers.

All of this is ideally accomplished while organizing your methods so that your business is scalable, too.

And this is a critical issue too because it’s a process by which you can answer the question “Is what I’m doing truly needed?” before you invest your time and money into an endeavor that will ultimately fail.

But that’s ultimately why interviews are so important, even when we get interview anxiety or feel awkward about it.

It’s a make-or-break situation, not an optional convenience.

I absolutely love CustomerDevLab’s advice for interviews:

Crawl

Walk

Run

It’s a little tongue-in-cheek, but it’s also spot on.

The process of escalating your interviews from partners to family and friends and then finally on to customers makes sense.

It provides a gradual and honest understanding of the environment around your businesses.

I highly recommend it.

If you want more guides and resources for Customer Development, I highly recommend you check out this compilation of 26 resources we put together.

2. Find out where your funnel is leaking

After you’ve done your interviews, it’s time to take a look inside your boat. Metaphorically speaking, that is.

What I mean is that you need to take a long, hard look at your sales funnel and find where people are falling out.

It doesn’t matter if it’s shortly after acquisition or just before the sale, knowing where and why your leads are dropping out will give you the knowledge to fix it.

Do you see the drop off between the first and second stages in the image above?

That shouldn’t happen!

It’s quite apparent that this part of the funnel has the most significant pain points, which means it deserves the most attention.

And before you get carried away and think that a massive drop like that is a failure, it’s not.

That’s an opportunity.

So how can you cash in on an opportunity like this?

It could be a number of things, but I’ll start with the issue we’ve been addressing all along: relationships.

It’s entirely plausible that a drop like this could mean you’re either asking for something too soon or not building enough trust.

Instapage gave some great advice on how you can also focus on relationships to increase conversion rates in your funnel. They recommend:

Show people they have a problem.

Define success on their terms.

Give leads more access to your product.

Show your leads more attention and treat them like people

Keep your cool through mistakes and churn.

If you’re human, that probably sounds a bit scary.

I know the first time I heard it I was a bit concerned.

You want me to tell people they have a problem but let them decide what success looks like?

I get that reaction! You’re putting so much power into your customer’s hands, but it pays to remember the Trust Equation here:

You’re attempting to build credibility, reliability, and intimacy to gain the unwavering trust of your customer.

Trust is what leads to relationships, and relationships lead to sales and retention. It’s all one big cycle that you have to trust.

Ironic, I know.

So focus on relationships first. And keep in mind that it’s also possible your problems have nothing to do with relationships.

Now, wait.

I just told you that you’re losing leads because of relationships, but then backed off and said you might not be losing leads because of relationships?

I know, it’s confusing. But I’m allowing for the possibility that you’re doing a great job and still have a leaky funnel. That’s entirely possible!

For example, you could be losing up to 53% of your landing page’s visitors just because of long load times.

Instapage recently shared that even a seven-second difference doubles the likelihood that a visitor won’t even stay around long enough to view your offer.

That means your onboarding is dead before it starts!

So the point here is though that ultimately you’ll only know where the holes in your funnel are if you’re paying attention.

And the even bigger truth is that you’ll only ever fix them if you are in tune with your customer relationships.

3. Check in regularly

Once you’ve patched up your funnel, you need to look a little deeper into the regularity of your messaging.

It’s the perfect opportunity to use all those tips on email onboarding you’ve been reading.

You’ll see a lot of elements from SparkPage’s Anatomy of a Perfect Email Onboarding Flow here.

Communication with proper timing and perfect messaging will help push customers through your onboarding experience to their first success.

But that communication is a delicate balancing act that asks one all-important question:

How do you strike the perfect chord of helpful contact without providing too much or too little?

You don’t want to go ghost go on your new client while they’re trying to figure out your service.

You also don’t want to be spammy.

It’s the problem of copywriters and email marketers everywhere.

To help you get an idea of what timely and helpful content looks like, I want to take a leaf out of Grammarly’s book.

If you’re not familiar with Grammarly, it’s an online editorial tool used by millions of writers to help double check for errors before they get called out by Reddit.

I recently started a free trial with them. I then upgraded because I was impressed with the product and the onboarding experience.

Shortly after signing up, I got this friendly and helpful welcome:

They just wanted to let me know what I could immediately expect from their service. I poked around and enjoyed the interface, and even plugged in an article I’d written to test it out.

After a few days of trying their product religiously (I admit I was in love), Grammarly then provided some subtle nudging about the perks of their paid product.

I could get added features that would improve my writing even more?

Uh, yes.

The next day, the conversation continued with them telling me about some of the improvements they had made since they began their editorial journey.

As a member of their target market, they had me. I was enthralled.

Better yet, I was excited when seven days after starting I received a gamified report card of my weekly writing.

I was more productive than 97% of Grammarly writers?

You’ve no idea how proud that made me, even though I didn’t have any inclination about the size of their user base.

They showed me my first success, and it felt great.

So I kept using the free service, and Grammarly kept hitting me up.

They checked in from time to time to make sure I was doing okay.

Of course with a subtle push toward the heightened capabilities of their paid product.

They even sent me an email asking for a review:

Pretty soon I couldn’t help it.

The service was excellent, and I wanted more capabilities to help me improve my writing style, so I pulled out my credit card.

As soon as I signed up for their service, I was ushered to their service team to make sure there were zero issues with my transition.

It was a dream come true.

By staying in touch, anticipating my needs, and following through on the fulfillment, Grammarly created an onboarding experience that I just couldn’t resist.

I still use their services and have even recommended it to some of my other writer friends.

But just think of all the elements that kept me engaged in their brand. The weekly progress reports kept me excited to write. Asking for feedback kept them honest.

And immediately hooking me up with support made sure that my movement to a more powerful service went perfectly.

The power of knowing your audience and appropriately timing your messages can take any user from acquisition to success.

If your onboarding sequence isn’t regular and exciting enough to cause a stir around your brand, it’s time to go back to the drawing board.

4. Utilize Chat and Messaging

I want to stay on the topic of communication for one more moment because it doesn’t have to just be via email or in person.

You have the option to engage in real time communication with your leads and customers that can boost retention and keep people happy with your services.

According to Sonar, you can make a strong first impression by utilizing SMS onboarding as a creative way to connect with new clients.

Look at how a service like DrinkEasy does it:

You see how they take the opportunity to get to know their customer and explain their service.

They ask what drinks the client likes, lay out the process, and even ask for a way to personalize the process.

If the customer has any questions or requests, they’re invited to ask.

Once they start to push their product, the conversation continues on the same text chain.

Everything works in context, and it’s a beautiful sight to behold.

They use SMS to share their product findings and a few interesting facts.

You then have the option to buy, pass, or request something else. All via text. No email, no phone calls, and no in-person awkwardness.

Another option that will let you streamline your communication and decrease the number of man hours involved is a Chatbot.

Early versions, like Cleverbot, made people doubt the validity of using tools like this at first.

I didn’t screencap this on Christmas.

But Chatbots aren’t quite the same. Cleverbot actually “learns” from people.

A good Chatbot can provide resources and quick answers in an onboarding process that don’t end up like the example above.

Take Facebook’s bots. They can do some amazing work on their platform.

For example, you can now have a bot crawl for relevant content and actually post it to a Group or Page:

Those same bots can also recommend pieces to your audience by directly tagging them in a comment below the post.

It’s exactly like when you want to share content with a friend, but automated.

And you can also set up pre-scripted bot-to-user messaging like this:

The possibilities are endless, and you can always make updates as you innovate and implement new ideas.

How you would use a tool like SMS or Chatbots in your business is up to you.

The ultimate application is that finding innovative ways to communicate with your customer can yield positive results.

You just have to do the innovating yourself.

Conclusion

So whether you’re in middle school dance mode or are already into the beat, finding ways to sidle into a relationship and optimize your customer onboarding is just a good idea.

Remember that the seeds of churn or success are planted early. Whichever one grows is up to you.

Finding methods to create the perfect onboarding sequence varies greatly by industry and even client to client.

Just because it works for your buddy in Silicon Valley doesn’t mean it will work in your NYC startup.

Speak to knowledgeable people in your industry and bite the customer development bullet.

Search for flexible ways to adapt your onboarding experience.

It’s the best way to keep it productive and stop your funnel from leaking. Plus, it will keep your sales team busy.

Lastly, optimize the way you communicate.

Make your new customer feel valued but not overwhelmed.

You can even consider a new approach like SMS or live chat to create a new spin on your product or service.

Whatever you do, just make sure you get your onboarding right.

How do you create the perfect client onboarding experience?

About the Author: Neil Patel is the cofounder of Neil Patel Digital.

from MarketingRSS http://feedproxy.google.com/~r/KISSmetrics/~3/uCVgFnU5ZQ4/ via Youtube from Blogger http://pwrbloggy.blogspot.com/2018/03/4-effective-tips-to-create-customers.html via Youtube

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