The PPC Monsters

An essential part of business growth is getting your products and services in front of a new audience, and converting engagement from that audience into clicks, and eventually, clients. If expanding or even consolidating your audience is a key component of your business growth plan, chances are you’ve already heard of paid advertising, sometimes known as pay per click (PPC). 

You may have already heard of paid advertising, but how confident would you feel investing money into ads that could grow your audience and generate new traffic towards your links of choice? 

Sure, paid advertising can be effective, but it’s also worth keeping an eye out for the drawbacks and flaws of paid ad campaigns. 

We like to call these drawbacks The PPC Monsters. 

In this blog, we’ll be taking a look at the monsters of PPC, and suggesting ways to avoid them in your future ad campaigns. 

So, let’s meet the monsters of PPC.

  • Being Overlooked by Google
  • Inconsistent Points of Access
  • Neglecting Your Ongoing Ads

Being Overlooked by Google

Having an ad with a clear and strong message is essential to getting it picked up by the Google algorithm. Before you write your ad, it’s worth taking a look at tools like Google’s ad Quality Score calculator. This tool will be able to tell you if your ad meets Google’s standards, and therefore whether it’s going to be shown to your target audience or not. As well as considering whether your ad is clear enough for Google’s algorithm, the Quality Score calculator will also tell you if your ad will get seen under the right search criteria, and encourage the kind of engagement you need from it. 

Inconsistent Points of Access

When you’re designing your ad campaign, spend some time thinking about the journey that this ad will take your prospective clients on. Is there a clear link between the ad itself, and the destination that the link button takes your ad viewers to? If you’re creating an ad to increase awareness around your brand in general, you might want to think about linking to the homepage of your website. If there’s a specific product or range you’re trying to target with a PPC campaign, the ad should take your viewer to the relevant page on your site. 

It’s also worth thinking about whether your ad gets your viewers to the right stage of your customer journey at the right time. If your ad viewer needs some extra information about you and your brand before they make a purchase, don’t link them straight to a paywall or checkout page. Instead, take them to a landing page with some dedicated copy about the product or service that your ad campaign is focused on. 

Neglecting Your Ongoing Ads

Investing in ads can be scary. But investing in ads that create wasted clicks is even scarier! Making sure your PPC campaign gets the right clicks from the right kinds of people is what’s going to help you see a return on the investment you’ve made. This requires ongoing ad management. Despite what people might think, creating an ad campaign isn’t a one and done process. It’s not just something you turn on, then come back to in 2-3 weeks time to see your analytics and insights. To do this, you’ll need to first establish some campaign KPIs. This will help you determine whether your not your campaign is ‘successful’. By continually analysing the performance of your ads and making changes based on what you find, you’ll increase your click rate and percentage of your conversions. 

SJR Digital have been helping businesses create, run and manage ad campaigns that are PPC Monster free for over 10 years. To find out more about the PPC Monsters, and more importantly, how to avoid them, book a free consultation call today

This is a no obligation, no strings attached conversation, and our only goal is to help you create and implement the growth strategies that are going to help your business in the way that’s best for you. 

So get in touch and book your free call!

The 7 Digital Marketing Touch Points

How many times have you received a cold call or message from a recent LinkedIn connection, selling you a service your business clearly doesn’t need? 

It’s annoying isn’t it? Feeling like you’re being forced along a customer journey towards making a purchase for something you just don’t need is irritating, and makes you feel like your time is being wasted. So why would you do the same to your customers? 

People want to buy from real people. And not just real people, but people who are empathetic to their needs, and can point them in the directions of products and services that can meet these needs. Using digital media tools, how can we get your business to become that person for your customers?

It is widely believed that it takes 7 interactions with a potential client to convert them into a customer. 

In this blog we’ll be exploring how 7 touchpoints can be implemented to boost your sales, by exploring an example company that we previously worked with. These 7 touchpoints can take any of the following formats: 

  • Engagement and interactions with a strong presence on social media platforms. 
  • Authentic eshot and email marketing communications.
  • Blog posts featuring industry news and company updates, displayed on a branded website.  
  • Reaching out to organise a call or a meeting, whether online or face to face. 
  • Conducting a real-time conversation to close the deal and convert the sale. 

These touch points will look different according to your company and what you’re hoping to offer your customers. But in order to make your touch points as effective as possible, these are the tools we think you need at your disposal.  

  • A strategy.
  • A strong and identifiable presence on social media. 
  • A clear website.
  • Ongoing email marketing communications. 
  • A cohesive process.

Creating a touch point strategy. 

Establishing key touch points that don’t follow a well researched strategy is futile, running the risks of leading your customers in the wrong direction and away from your business. A key element of a strong touch point strategy is understanding the audience you’re trying to reach. You need to know where your target customers operate, and what kind of digital materials they’re going to respond to. For example, if you know you want to reach businesses and business owners, then your touch points should be concentrated on LinkedIn. Whereas if you’re trying to market to consumers directly, then platforms like Instagram or TikTok should form the basis of your strategy. Once you’ve got a key strategy in place, you’ll be able to access the right networks in the right places with the right content. 

Growing your Social Media Presence.

Organically growing a strong social media presence isn’t something that can be grown overnight. It requires consistency, strong content, and a cohesive and clear brand messaging which is immediately recognisable throughout all of your posts. Online networking tools can be great for getting introduced to a new range of potential customers, helping you to make those all important first touch points along your customer journey map. Whether it’s TikTok, Instagram or LinkedIn, each social media platform holds a different value with your audience. If you haven’t already, create a business page on your social media platform of choice that reflects the branding and messaging of your business. Encourage your team members to actively engage with the content you post, as this will reinforce the human element and trust of your brand. 

You also need to keep on top of the trends on these different platforms, and how this impacts the content you’ll be creating for the benefit of your customers. Particularly on platforms like Instagram and TikTok, trends vary from week to week, or even day to day. Dedicating sufficient time to being active on that platform yourself to get a sense for the trends and popular content is vital to developing a social media presence full of digital touch points. 

Keeping your website refreshed and updated. 

A website is a great tool for showcasing your key products and services. But a website is more than just a catalogue. It’s where your potential customers go to find out more about the brand they’re interested in, and you need to provide them with the material that meets this need. Make sure you keep your website updated with blog content that reflects what you do. Whether it’s celebrating the achievements of your team, adding your point of view on industry news, or giving your audience more information about the processes and context behind your business and its services, potential clients visit your website to find out more about YOU. 

Getting to grips with email marketing. 

We all check our emails multiple times every single day. We also have spam folders full of junk that either never gets looked at or just goes straight in the trash folder. So, creating effective email communications is about more than just sending out high quantities of newsletters. It’s about creating eshots and email content that you know is going to add value to your mailing list, saving your email from the dreaded ‘send to trash’ button. A segmented and clearly labelled audience is also a great way of connecting with existing and potential customers at every stage of the conversion process, helping you get the most value out of your email marketing tools and the digital touch points it can create. 

Linking it all together to form a watertight process. 

It’s no use investing the time, money and effort in maximising on all of these tools if they don’t work together, in cohesion, to get your customers moving in the direction you want them to. Again, this process will look different for each business, but spending your time mapping out an ideal customer journey map, and listing the tools that support each stage of the process is vital to creating a strong and cohesive touch point pipeline. 

Case Study

Let’s take a look at how utilising 7 digital touch points helped a client of SJR Digital to regain contact with a lost customer. 

Let’s call this client Company A. Company A is a manufacturing company, with over 40 years of business behind them. Throughout this time, they had developed a strong customer base. However, they lost a client because of the lack of interaction with Company A. It wasn’t anything to do with their quality of work, but the quality of their service instead. The relationship was lost, no work was done through that client for years.  

Company A knew they were still doing great work, but they just weren’t doing anything about it or telling anyone about it. They also realised they weren’t investing enough in developing their online networks. 

As a B2B company, they knew that developing a presence on LinkedIn would be the best way to address this. With a network of 33.6 million UK users, LinkedIn was a huge resource for them to connect with potential clients. So, they created a business page which reflected the brand and messaging of the company. Company A educated their teams on the importance of their LinkedIn presence, encouraging each of them to follow the page and interact with the company content being posted. 

They refreshed their website to better reflect the story of the business, and added a page where they could add blogs and news about company updates. They then started using emailing tools in a proactive way to send e-shots to people on their mailing list. Whether this was prospective, actual, or previous clients, they used email marketing to send out useful and engaging content that they knew each audience would respond well to. 

Once they had developed the tools that would help them implement their 7 Digital Marketing Touchpoints, the team were able to jump in with effective action. They followed these key stages: 

  • TOUCH 1: Used the credibility built from their linkedIn presence to make a connection request to the Operations Director within their lost client organisation. From here, they added the Operations Director onto their mailing list, taking them onto…
  • TOUCH 2-4: Over the next few weeks, the Ops Director received 3 e-shots. These e-shots weren’t directly selling Company A’s products and services, but were instead focused on how their staff had vast experience in customer facing roles, and how they were dedicated to the production side of their role as well as the customer care responsibilities. 
  • TOUCH 5: Company A created a blog post echoing their e-shot content, talking about the hire of a new Customer Service Director and how the team was helping customers by streamlining their processes. This was then shared by the key team on Linkedin. 
  • TOUCH 6: Company A’s business Development Director kept in contact with the Ops Director and invited him along to meet the team.
  • TOUCH 7: The Ops Director attended the meeting, where they discussed how they could work together in the future.

Following these 7 touch points, Company A soon received enquiries from this lost client organisation, which was closely followed by an order being placed. 

Case studies and examples like this show the power of the 7 touch points and the effect it can have on your lead generation. Examining your lead generation pipeline, and ensuring that you have a minimum of 7 points of contact with a potential client before you expect them to buy your product or service is essential to having a healthy business pipeline. 

Want to maximise the 7 touch points of your business?

Want to create a strategy around these 7 touch points but don’t know where to start? 

We’ve created a free, 3 minute, online quiz that can help you analyse your existing lead generation pipeline and point out where your areas for improvement are. 

If you want to find out more about what your 7 touch points should look like, take our Sales Scorecard Growth quiz. 

Within your personalised results report, we’ll be able to recommend the steps you need to take to get your lead generation to the place you want it to be, in a way that’s right for you and your business.