3 Tools Every Brand Strategy Agency Uses to Increase Conversion
A strong brand strategy agency knows there are a few tried and tested tools that will boost conversions across every industry. At BIGEYE, we pride ourselves on championing multi-channel marketing so our clients can meet their customers’ needs on any device, across any platform, and raise the collective benchmark for digital marketing best practices. These are the three tools we use to help our clients transform their brand within months – guaranteed. 1. Segmentation is more important than ever While content is still king, a one-size fits all model will quickly overthrow the throne. Partner with a brand strategy agency like BIGEYE to fully understand your audience and the different segments shopping for your products. Create custom content for each segment and use tokenization, analytics tagging, social sign on, or self-identification to recognize and adapt to your site visitors by serving them content relevant to their needs. This will increase customer loyalty and boost the likelihood for conversion. Segmentation will also help you understand what types of customers are most valuable so you can budget your marketing dollars around their potential. 2.Invest in omni-channel marketing It is rare for a customer to enter the marketing funnel and complete a conversion in the same visit, or on the same device. Investing in an omni-channel marketing strategy allows you to anticipate the natural jump your visitors will make between devices and across channels throughout their customer journey. In addition to anticipating your customers’ needs and increasing the likelihood of being able to serve compelling content, retarget, and ultimately convert your site traffic, omni-channel customer engagement also boosts retention, which can increase your lifetime value and returning site traffic. According to Invesp, brands with omni-channel engagement retrain 89% of their customers compared to 33% for companies who do not invest in this strategy. 3.Don’t make assumptions about your competition or your customers When clients ask us why a brand strategy agency will help them succeed, we often highlight assumptions they may be making about their competitions or their customers. It’s natural for product and brand leaders to make assumptions based on their own experience using their products day by day. Having a fresh pair of eyes set up the a/b testing, seek answers, and translate data into actionable insights is one of the most valuable outputs of working with an agency. Amp up your conversions by working with a brand strategy agency today. Contact our team of experts to learn more about how we have helped brands like yours grow and scale for success.
Dear Chipotle: Clickbait isn’t always a bad thing
Let’s get controversial. You’ve probably heard the saying, “no news is good news.” You’ve probably also heard the saying, “there’s no such thing as bad publicity.” But when your company is the target of bad press – such as fast-food behemoth Chipotle’s recent scandal, thanks to the “Chubby Chipotle” smear campaign running in the New York Post – which maxim do you stand by? The reality is, there’s some truth to both statements. If you suddenly find your brand at the center of unwanted attention, take a step back and remember that your response can radically influence how the public weathers the news. If we were in Chipotle’s shoes – this is what we’d do. 1. ENJOY THE CLICKBAIT: First and foremost, publicity equals free advertising. We hate to be reductive, but in terms of raw numbers, an article in the New York Post is the public relations equivalent of a $300,000 ad campaign. Even though the article questions Chipotle’s ethics, a feature in the Post means more people will be surfing to the Chipotle site and thinking about their products. And when your burrito brand is at the top of mind, it’s also more likely to be the go-to dinner spot after a late workout at the gym. Clickbait – those scandalous headlines that blur the line between journalism and gossip while begging to be clicked – may not always yield the best online traffic, but they do increase visitors, have the possibility to go viral, and keep people talking about your brand. 2. DON’T FORGET TO ASSESS THE DAMAGE: That said, we aren’t suggesting that you ignore the gravity of the situation. Take a step back from the immediate impact of the article and ask yourself if the situation is really going to turn customers away. If you’re a loyal Chipotle customer and you see the Chubby Chipotle ads, you may be tempted to surf onto the Chipotle website and join the conversation. If you’re anti-Chipotle, you might want to do the exact same thing. The article doesn’t reveal anything most Chipotle fans or fast-food followers don’t already know, so it may be safe to assume that this story will line tomorrow’s waste bins and little or no response is needed. If you were in Chick-Fil-A’s shoes back in 2012 when they were brought to task over their religious intolerance toward same-sex marriage, this may be a different story. Only your target audience, the severity of the article or accusations, and how brand loyal your followers are can answer that question. 3. DECIDE IF YOU NEED TO RESPOND … AND HOW: If a response is needed, recognize the power an influx of online traffic and social media attention has on this situation and your brand. You’ve just increased your reach and given yourself an organic platform to handle the situation with grace, uniqueness, and class. A well-timed article, blog post, or Facebook campaign could turn a scandal into a sensation and validate the values your brand stands for. No one likes to be criticized, but a memorable response can make or break the public’s reaction to even the worst faux pas. For example, on August 6, Vanity Fair ran an article chastising Tinder for supporting an unhealthy “hook-up culture.” Thirty-one rapid-fire Tweets later from one of Tinder’s employees, and the abashed dating site went from zero to hero. The company never admitted whether the response was planned or not, but the results prove our point entirely. We feel for you, Chipotle. But when life gives you lemons … we recommend that you make a big ol’ burrito with all the fixin’s. Is your brand in need of some repositioning to positively impact consumer perception? Contact our team of brand strategists today to learn more about how we can help!
How to develop a successful bank conversion marketing program
As featured in an earlier blog post, millennials represent 92 million in the United States and are reaping the benefits of improved financial conditions after bouncing back from the recession hit. These young adults are ripe for new banking relationships and considering new bank products to suit their needs, such as checking and savings accounts. This is the perfect time to convert them into new banking customers but how does one do that with one of the most fickle generations? Establishing a well-planned conversion marketing strategy is key to success realization. There are numerous formulas and methodologies from which to choose. At BIGEYE, we use a proprietary model called the BIGEYE Conversion Matrix™ (BCM). It starts with preparing your data set, followed by activating your conversion optimization program and unlike other methodologies out there, works with both online and offline conversions. BIGEYE Conversion Matrix Here’s how a conversion marketing program may look like for a bank: Audience data insight It’s important to not only know your audience but to immerse yourself in understanding them. For example, millennials were born into technology, the Internet, read blogs, and are practically tethered to their mobile devices. It’s also important to note that these young adults are not especially brand loyal and highly influenced by their peers. Market and audience segmentation In addition to pulling demographic, psychographic, ethnographic, and technographic insight on your audience, one must also consider the target market(s) and segment the audience into more groups. For example, your branches may be located between a couple of neighborhoods and your audience may be a mix of individuals and companies. The approach toward attracting one segment may be significantly different than the other. Program KPIs, goals, and objectives One of the most important stages of establishing your BCM data set is defining your vision for success realization. What are the key performance indicators, goals, and objectives? How will you measure success? Most likely the answer will contain a number of items such as number of new accounts opened, number of bank products upsold to existing bank customers, in-branch appointments booked, number of live chat sessions, branch and ATM location look-ups, etc. Metrics and benchmarking Once your KPIs, goals and objectives are defined, it’s important that a form of measurement and benchmarks are set. You may feel that your conversion marketing program is successful but in order to prove your instincts in quantitative terms, you will need to run your result data through the metrics. CRM planning Using the right customer relationship management tool and setting it up effectively will ensure that every conversion is organized for future action to be taken. By spending some time planning your CRM strategy, your bank can build an ongoing email marketing program and alert your customer service representatives of a customer inquiry. SEM planning Finally, the success of your conversions is tied in part to the quality of traffic your website and/or landing pages receive. A carefully designed search engine marketing program that integrates organic with paid search strategies, will help drive the exact audience you are seeking to convert. Running your conversion marketing program Once your BCM Data Set is complete, you are ready to launch your program. For new accounts, you may wish to set up dedicated landing pages that are custom designed to provide content specific to the audience segment you wish to attract and the product or offering you wish to feature. One of your landing pages might feature your small business checking account products with clear call-to-action (CTA) messaging directing the user on how to take action. Another landing page might focus specifically on your “no fee” checking account products with a clearly stated “Apply Now” CTA button. Once your landing pages are created and your SEM program is pointing to them, you will want to test multiple versions of each page to maximize your conversion performance potential. Some of the elements you can test are as follows: Color – Does the blue button perform better than the red one? Copy – Are there certain words that resonate more with your audience than others? Images – Is the photograph you’re using showing someone that is too old or too young? Maybe it’s not the correct ethnicity or the activity of the subject is all wrong. Content Positioning – Does the user have to scroll down to far to find the CTA button or form? If so, consider trying a version of the page that brings that more prominently above the fold. As your bank introduces new products, features, branch locations, etc., you will want to make updates to your program so that they correspond accordingly. The more targeted, relevant, and tested your program is, the more conversions you will receive. In search of additional ways to establish – and maximize – you bank’s conversion marketing program? Contact our team of experts today to devise an innovative approach that both attracts and retains profitable customers.
How to spend your Q3 and Q4 retail marketing dollars
Whether making a last minute push to meet year-end numbers or simply subscribing to the reality of “use it or lose it,” most retailers pick up the pace when it comes to their Q3 and Q4 marketing methods. Wondering how to aim for and achieve the best possible results? Consider these seven proven ways to maximize your retail marketing allocations. 1. Better your blog Unfortunately, many retail business blogs miss the mark when it comes to achieving their full potential. Why? Because they exist out of a sense of obligation, as opposed to as an extension of a company’s overall business strategy. Blogs are cost-efficient, highly effective marketing tools….unless they’re left to languish, in which case they offer value to neither you nor your consumers. Conversely, a well-executed blog can help you build engagement and foster consumer loyalty while also enhancing SEO rankings and search results. Stop thinking of your blog as your website’s “ugly stepsister,” and start thinking of it as more of a fairy godmother of sorts — with the magical potential to generate sales leads. 2. Look harder at search engine marketing Odds are, you promote your website via Search Engine Marketing (SEM) throughout the year. However, did you know that Q3 and Q4 offer the enhanced opportunity to take a closer look at your conversion rates? Are your average costs per lead and conversions meeting your expectations? If not, consider where your efforts may be failing. For many organizations, the critical element is poorly-designed landing pages which fail to generate search marketing ROI. After all, different campaigns have varying search optimization parameters. Taking the time to customize each campaign can yield powerful results right when you need them. Also, keep in mind that while starting new campaigns may not yield realizable ROI by year’s end, maximizing your existing processes and programs has the potential to improve outcomes. 3. Focus on Facebook While social media in general presents valuable opportunities for marketers, Facebook takes second place only to Google when it comes to worldwide net digital ad revenues. When was the last time you evaluated your Facebook advertising approach? Whether you’re looking to cast a wider net or increase sales, Facebook offers a captive audience to savvy advertisers. Not only that, but Facebook’s robust analytics allow you to target your audience, choose from different ad formats, and understand your results through reporting, tracking and measuring capabilities. If your marketing efforts are going awry, these metrics can help you take swift, corrective actions. 4. Go for growth While dwindling resources may compel you to trim expenses, it’s also important to keep an eye on the prize: building value. This doesn’t necessarily mean cutting costs, but instead amping up accountability. Execution-driven strategies position you to demonstrate the effectiveness of your retail marketing campaigns, and information management is a critical part of the process. Today’s retail marketers have access to more actionable data than ever before. Demonstrable results are not only essential to assessing ROI, but also to making any last minute adjustments to move forward in the most productive way during retail’s busiest season. 5. Optimize email efforts On that note, heading into the holiday season, it’s particularly important to deliver content to consumers via the most appealing and accessible means. While social media gets the lion’s share of attention, email remains a preference for many in your target market. But not just any emails. From delivering coupon codes to informing recipients about upcoming in-store and online flash sales, emails can drive both traffic and conversions. And don’t forget about the importance of mobile. Responsive, aesthetically pleasing email messages can also further optimize Q3 and Q4 outcomes. 6. Count on content The typical 21st century consumer doesn’t want a hard sell; he/she wants value. As consumers prepare to open their pocketbooks during the season of giving, give them a gift of your own: meaningful content that either answers a question or enriches their lives in some essential way. Content should be consistent, relevant, unique, and focused on making the entire shopping process more accessible and user-friendly. When designing your content strategies during Q3 and Q4, keep in mind that the best content is not about completing a sale, but about telling a story that engages consumers and bolsters your brand. 7. Cultivate the consumer experience We can agree by now that contemporary customers are all about value over hype. With consumer confidence harder to come by than ever before, retail marketers can position themselves for success by earmarking Q3 and Q4 funds for enhancing efforts to understand what motivates their customers and deliver on these insights. Don’t overlook the power of omni-channel marketing. Relevant real-time content delivered via a consumer’s preferred mode of communication has the potential to increase both sales and consumer engagement. Finally, Q3 and Q4 also offer an ideal opportunity to nurture your leads. Are you doing everything you can do — in the most direct, targeted way — to get better ROI out of your lead generation? As the calendar year draws to a close, retail marketers are greeted with unprecedented opportunities to put their end-of-year retail marketing dollars to optimal use. These seven techniques are sure to help you focus your marketing efforts where they’re least likely to overdraw your resources — and most likely to generate ROI. Our team of retail marketing experts understands the challenges of doing more with less – and we’re poised to assist you in doing just that! Contact us today to schedule a consultation!
Marketing Tools Our BIGEYE Teams Gives Thanks For
Happy Thanksgiving! In a world growing more complex on a daily basis, the team at BIGEYE gives thanks for a few marketing tools that help make our lives easier–and give us more time to spend the holidays with our families. Google Analytics: Google Analytics is an all-around excellent tool. It offers numerous ways to allow people to monitor their websites, such as allowing them to measure bounce rates, time spent on particular pages, and website behaviors as a person navigates the page.[quote]For ecommerce companies, the tool also allows people to measure conversions and the amount each purchaser spends.[/quote] It even allows the user to set goals and manage the actuals against those goals. Facebook Page Insights: At the most basic levels, Facebook Page Insights for brands allow users to track page views and engagement with posts. It allows page administrators to measure page likes, total reach, post clicks and engagement. It also allows quick links to help promote big posts, and to easily create and manage Facebook ads. Optimizely: Though more of a user experience tool, Optimizely is a great resource for digital marketers working alongside their product teams. It offers easy website optimization to help marketers determine whether their website home pages are easy to navigate. Using A/B tests, it helps determine whether different layouts might be more helpful to your business. MailChimp: MailChimp is a leading tool for email marketing. It helps businesses of any size keep track of their email marketing strategies by allowing companies that use it to track email open rates, click rates and subscriber numbers. Therefore, it allows marketers to implement testing strategies to help optimize their emails, and allows them to consider both the frequency of the emails and the content therein. Alexa: As a free tool, Alexa helps marketers keep tabs on their competition. It helps marketers determine who their competitors are, and what those sites’ traffic and activity looks like. And, all it takes it knowledge of a competitors’ website; it helps determine global rank, rank within the U.S. and where people are finding the site. This can help marketers figure out what working–and what’s not. SocialMention: SocialMention easily allows people to conduct social listening, allowing them to pull from a multitude of sources to figure out what people are saying about a given product or trend. Using just a keyword, it can help users learn what people are saying about the given keyword, pulling from sites such as Twitter, Facebook, Flickr and Ask Jeeves. BrandWatch: SocialMention is a great tool for figuring out what people are saying about a given keyword, but BrandWatch is a great tool for learning how social media users are talking about brands. While there may be some overlap between the two services, BrandWatch is much more involved, offering visual interpretations of data and helping brands figure out larger patterns. Without these types of tools, our jobs as marketers would be much more difficult and far less efficient. The team at our Florida ad agency gives thanks for these uber-helpful marketing tools, all of which continually help us produce the best marketing strategies for brands of any size. In search of more info? Contact us today for a consultation – after you’ve enjoyed your turkey and all the trimmings!
What makes a social media campaign so successful?
If there’s one thing we’ve learned here at our Orlando ad agency, it can be very difficult to offer a clear cut return on investment for social media efforts. In fact, most companies inherently sense that there is some value in having an active and engaging social media platform, but because they can’t always tie it to an actual return, it can be difficult to determine the exact value of a Twitter follower or a Facebook “like.” While it may be slightly easier to determine a return based on a campaign that successfully incentivizes people to purchase a product, it’s nearly impossible to determine how a successful campaign leads to brick and mortar sales, brand perception and other valuable consumer information. But, a new method of thinking suggests that marketers look to other data points beyond a dollar for dollar return. These new media experts suggest that, in the same way that advertisers can’t necessarily calculate an exact ROI based on the success of a single television commercial campaign, they should stop trying to attach a ROI to a social media campaign. [quote] In fact, with the field of data science constantly growing in value, it’s highly possible that in the future, big data will be more valuable for a company than dollars spent.[/quote] The following are some metrics that advertisers can use in order to help them determine an actual return on investment for a social media campaign. Data through qualitative responses: One of the best ways to find out what consumers want from your company is to ask them directly. If the goal of your social media campaign is to ascertain data about customer wants, then incorporating questions that encourage them to engage by providing information such as their favorite websites or types of features they’d like to see integrated with your product, then a breadth of data can be invaluable. Sharing: People tend to share content that triggers an emotion, and that they feel the need to share with others. On Facebook, “likes” are valuable, but sharing is what brings your content into the minds of people who wouldn’t have seen it otherwise. You can calculate shares in terms of impressions, and can compare your shares against previous campaigns. Click-through rates, conversions and other analytics: You can also use data tracking tools such as Omniture to find out where people are finding your content, how long they stay on your page and other useful information that can help you build more successful campaigns in the future. Press Impressions: You know you’ve built a strong campaign if the press are covering it in a positive light. AdAge and other companies are always reporting on businesses that use social media and digital marketing in innovative ways, and being able to capitalize on this helps to bring attention and viewership to your campaign so that even more people will pay attention. At our Florida advertising agency, we understand that the importance of developing social media campaigns that drive sales in the short term while also providing a lasting brand-to-consumer relationship. And in our book, a happy customer is always the epitome of success. Contact us for help developing your social media campaign today!
