LinkedIn is a perennially underrated social media platform. It’s not always easy to quantify how effective you are on the platform though. Enter LinkedIn’s Social Selling Index.
This handy metric tells you exactly how effective you are as a social seller while highlighting how you can improve. In this article, I’ll cover everything you need to know about the tool, how to use it properly, and how to improve your score.
What Is LinkedIn’s Social Selling Index?
Launched in 2014, LinkedIn’s Social Selling Index (SSI) measures how effective you are at social selling on the platform.
LinkedIn uses four factors to calculate your SSI:
establishing a personal brand
finding the right people
engaging with insights
Each factor is worth 25 points. Complete them all, and you’ll get a perfect score.
There are several reasons to aim for a high Social Selling Index. For starters, a high score increases your reach on the platform. Even if the LinkedIn algorithm doesn’t directly take your SSI into account when determining the reach of posts, all of the individual factors that go into calculating your SSI help you reach a wider audience.
LinkedIn provides data to back up some of these claims. According to their Social Selling Index page, leading social sellers create 45 percent more opportunities than lower social sellers and are 51 percent more likely to reach quota. In addition, 78 percent of them outsell peers who don’t use social media.
How to Find Your LinkedIn SSI Score
It’s simple to find your SSI on LinkedIn. If you’re already logged into LinkedIn, follow the link below to see your score.
You can also access your SSI through Sales Navigator by navigating to Admin and clicking User Reporting.
Key dashboard information to pay attention to includes:
your SSI score
the score for each of the four components
how your SSI compares to your industry
how it compares to your network
We’ll discuss what each of these metrics means in detail next.
LinkedIn Social Selling Index Metrics
As I mentioned above, LinkedIn uses four factors to calculate Social Selling Index: establishing a personal brand, finding the right people, engaging with insights, and building relationships.
But what do each of those metrics actually mean?
Here’s what you need to know.
Establishing a Personal Brand
For this metric, LinkedIn looks at how complete your profile is and the quality of the content you post on the platform. Do you have a cover photo, a complete job history, and recommendations? How many posts are you creating, and how many views and comments are those posts receiving?
Finding the Right People
This metric is heavily focused on Sales Navigator, making it tricky for free users to get a good score. LinkedIn wants you to use its tools to find the right people, reach out to them successfully, and create systems and automation to make the process smoother.
Engaging With Insights
Are you sharing popular content? If not, then you probably won’t score too highly in this metric. The more content you share and the more views, likes, and comments it receives, the better you’ll score.
The final metric is all about network management. It’s a measure of how often and successfully you reach out to people.
How to Use LinkedIn’s Social Selling Index
Exactly how useful is LinkedIn’s Social Selling Index beyond being a vanity metric? It’s a fair question.
Some people, like Andrew O’Hearn, don’t see much value in the tool. He believes SSI is a way for LinkedIn to push Sales Navigator.
Do we really want to reinforce the ‘keyboard commando’ proclivities of some LinkedIn users who don’t often test their online assumptions in the real (face-to-face) business-related networking communities?
I think there are quite a few things you can do with SSI, however. Here are a few reasons to pay attention to LinkedIn’s Social Selling Index.
Measure Your Personal Brand
Checking your SSI is a great way to understand the strength of your personal brand and take actionable steps to improve it. After all, what gets measured gets managed, and you may not realize just how far you are behind your peers until it’s pointed out.
Because every improvement results in an increased score, SSI also provides a way to gamify the process, making you much more likely to actually do it.
Identify Areas for Improvement
You may think you’re slaying LinkedIn, but perhaps you’re not making enough new connections or posting enough valuable content. Either way, your SSI can easily highlight areas to improve.
Use It as a Benchmark
Perhaps the best use for your SSI is as a benchmarking tool. The tool automatically compares your profile to other people in your industry and your network, so a quick glance will show you where you currently stand.
You can also use your personal score to track improvements and growth as a social seller. This is exactly what Microsoft did with their sales reps. When they first onboarded users onto Sales Navigator, their median SSI was 48. After a few months of training and activity, their average SSI score increased to 56.
The impact of that increase was telling. Those with higher SSIs saw a 37-percent increase in opportunities, and every 10-point increase saw 4.3 more opportunities.
How to Improve Your SSI
It doesn’t matter what your SSI score is, there’s bound to be something you can do to improve it. Below I’ve listed five of the best strategies to improve your SSI and increase your effectiveness on the platform.
Fill out Your LinkedIn Profile Completely
The first and easiest thing you should do to improve your Social Selling Index is to completely fill out your profile. There’s a lot to do here, so here are some jumping off points to get you started.
add a profile picture
fill out your job title
add a helpful, keyword-rich summary
add your education and skills
request recommendations from colleagues and clients
add examples of your work in the featured section
You’ll be amazed at how much your SSI score can jump just by filling out your profile properly. Be careful, though. You don’t want to include so much information that your profile becomes unreadable.
Whenever you are adding information to your profile, always ask yourself whether people would find it useful.
Connect With the Right People on LinkedIn
You need a big network to succeed on LinkedIn. Remember, while quantity is important, so is its quality. That means you shouldn’t send invites to random people. Instead, you take the time to find the right people.
That means people who:
you know personally
are thought leaders in your sector
work in your sector generally
are people you buy from or sell to
The more cohesion in your network, the stronger it will be.
Use LinkedIn’s advanced search functionality to find the right people to connect with. Some of the features are only available for premium accounts, but even free users can leverage filters to find relevant people to connect with and improve their SSI.
You can also find related connections under “My Network” > “People you may know.”
Post Quality Content Targeted for LinkedIn Users
One of the easiest ways to improve your SSI categories is to post quality content. This will improve your personal brand, build relationships, and engage with other users.
Quality content can come in the form of LinkedIn posts, or you can try more advanced tactics.
Engage With Your Network and Beyond
Having a big network is important, but so is engaging with them. You need to be in regular contact with a good chunk of your network to show the algorithm you’re committed to building long-term relationships.
Don’t just spam a load of people with connection requests. Aim high and start to follow thought leaders in your industry. Engage with their content thoughtfully and try to strike up a conversation. Make sure you’re responding to everyone who comments on your posts, too.
Conversations are becoming more important than ever on the platform. LinkedIn reports a 43 percent year-over-year growth in conversations during Q3 of 2021. The more engaged you are, the higher your SSI score will be, and the more conversations you’ll end up having.
Use Sales Navigator
One of the reasons LinkedIn pushes the SSI is to encourage adoption of Sales Navigator. In fact, it’s impossible to get close to 100 without using the paid-for subscription. If you already are a Sales Navigator user, you’ll want to leverage as many of the tools’ functions as possible.
In particular, use the saved search feature to automate finding relevant people to connect with.
Social Selling Index FAQs
What is a good LinkedIn SSI score?
A good LinkedIn SSI score is 70+. Between 40 and 70 can be considered okay, while under 40 is poor.
A good SSI score can help boost your influence on the platform and make sure you are doing all the things you need to do to become a good social seller.
How often will my SSI update?
LinkedIn updates the Social Selling Index once a day.
How is the Social Selling Index calculated?
LinkedIn uses four categories to calculate Social Selling Index: establishing a personal brand, finding the right people, engaging with insights, and building relationships. Each category is worth 25 points.
Social Selling Index Conclusion
LinkedIn’s Social Selling Index shows how effectively you’re using the platform. Given the importance of social selling in many B2B industries, that kind of insight is crucial. It’s also a way to see how you compare to your industry rivals and find areas for improvement.
With a little more time spent crafting your profile, growing your network, and engaging with peers on the platform, you can send your SSI soaring. That can mean substantially more leads and sales. So, get out there and start making LinkedIn work harder for you.
Customer satisfaction is crucial to the success of your business. No matter how innovative your product or competitive your pricing, if your customers are ultimately unhappy, they’re not going to stick around.
As such, it’s no surprise 45.9 percent of businesses surveyed in 2020 named customer experience as their number one priority over the next five years:
What exactly do we mean by “customer satisfaction?” Why is it so important, and what can you do to improve it? Read on to find out.
What Is Customer Satisfaction?
Customer satisfaction is a measure of how people feel when interacting with your brand. It can be influenced by any number of factors, such as:
perceived product quality
perceived product value
Every brand, no matter how successful, wants to improve customer satisfaction. To do that, they need to define two things:
who their customers are
what it takes to satisfy them
Part one isn’t as simple as it sounds. Let’s take the example of a hospital. It might have two distinct customer bases:
the patients it treats
the insurance companies it sells patient data to
Clearly, those two audiences have very different goals, and keeping them happy requires two vastly different approaches. To make matters even more complicated, satisfying one audience may sometimes be detrimental to the other’s happiness.
4 Benefits of Customer Satisfaction
Customer satisfaction is more than just a “nice to have.” Getting it right has specific, tangible benefits, including:
1. Increase Brand Loyalty
Never take your customers for granted.
According to PwC, 59 percent of U.S. consumers who love a product or brand would ditch it after several poor experiences. More concerningly, almost one in five would do so after a single bad experience.
On the flip side, if you do everything in your power to keep customers happy, it stands to reason they’ll be more likely to stick around for the long term.
2. Boost Trust
According to Edelman, 81 percent of consumers say brand trust is a deal-breaker or a deciding factor in their purchase decisions.
Yet trust is pretty thin on the ground, with just 34 percent of consumers saying they trust most of the brands they use or buy from.
How do you make your brand more trustworthy? One way is to improve satisfaction. According to a study from Eastern University Sri Lanka, customer satisfaction logically precedes customer trust; those two things rarely exist in isolation.
To give just one example, 87 percent of consumers read online reviews for local businesses in 2020, up from 81 percent in 2019.
Unfortunately, consumers are significantly more likely to share negative reviews than they are positive ones. According to American Express, U.S. consumers tell an average of 15 people about bad experiences, whereas they only share good experiences with 11 people.
In other words, it’s a numbers game. You know consumers are naturally less inclined to shout about the good stuff you do, but if your customer satisfaction is high, you’re well placed to reap the benefits of word-of-mouth marketing.
4. Grow Your Audience and Sales
We already know satisfied customers are more likely to tell their friends and family about your brand, which in turn gets you in front of a wider audience.
However, did you know those satisfied customers will also spend more?
According to the same American Express survey referenced above, U.S. consumers are prepared to spend 17 percent more if a brand delivers excellent service.
What’s more, 84 percent of companies that improve customer experience report an upturn in revenue.
How to Measure Customer Satisfaction
It’s not enough to simply hope your customer satisfaction will improve. You need concrete plans to drive it forward, backed by robust data. To do this, you need to gather customer feedback through polls, surveys, and feedback sessions. Here are three types of feedback to collect to help you measure customer satisfaction and examples of questions to ask.
1. Overall Satisfaction
It can be helpful to gauge a customer’s general opinion of your product or service before drilling down into the specifics. Positive answers indicate they are happy with their purchase decision, while negative ones suggest they have some degree of buyer remorse.
Example question: Overall, how satisfied are you with [Product X]?
2. Repurchase Intent
Given the close ties between customer satisfaction and loyalty, it makes sense to use a customer’s repeat purchasing plans to measure their general happiness. Consumers who say they are likely to buy again may also be more likely to leave positive reviews or share their experience with friends and family.
Example question: Will you shop at [Company X] again in the next month?
3. Word of Mouth
NPS customer satisfaction surveys are centered on a single question about whether or not the customer would recommend a given brand or product. This sort of feedback allows companies to understand whether the user’s experience aligns with their expectations.
Example question: Would you recommend [Company X] to your family and friends?
3 Steps to Improve Customer Satisfaction
Data is the key to improving customer satisfaction.
However, data alone can’t transform your customers from unhappy to loyal. You have to focus on gathering data effectively, then use those insights to take action. Follow these three steps to make it happen:
1. Conduct Customer Surveys
Surveys play a key part in your quest to improve customer satisfaction, so the feedback you generate must be useful.
Unfortunately, there are no guarantees. Even if your survey is perfect, customers don’t always tell the truth about how they feel. What’s more, they might make mistakes when completing your survey. In either case, you’re not getting a true picture of customer satisfaction.
However, there are some proactive steps you can take to generate more impactful feedback.
Concentrate on keeping your survey as short as possible to capture more responses. Research from SurveyMonkey shows completion rates drop off when surveys contain more questions:
Surveys containing ten questions have an average completion rate of 89 percent, dropping to 79 percent for 40-question surveys. It may not sound like much, but it means if you’re surveying 1,000 customers, you’ll get 100 more responses from the 10-question version.
In other words, if a question doesn’t have the potential to yield unique insights, it shouldn’t be in your survey.
Also, it pays to remember the purpose of polls and surveys isn’t to “cook the books.” You’re not trying to earn artificially high scores by confusing or manipulating respondents.
Instead, you’re trying to get an accurate picture of what customers actually think about your brand. Avoid leading or loaded questions, which attempt to steer people toward a certain answer. For instance:
Bad question: Thousands of customers have left five-star reviews for [Product X]. Would you do the same?
Good question: How likely are you to recommend [Product X] to a friend?
2. Monitor Social Media Mentions
Customer surveys will only get you so far, because they only gather opinions from the types of people who are happy to fill in surveys—which might exclude a huge chunk of your audience.
For a more accurate view of customer satisfaction, keep a close eye on social media, too. Tools like Linkfluence and Mention help monitor brand mentions and conversations relevant to your company and product. They even use machine learning to assess the sentiment of those mentions.
This gives you access to a broader customer pool than potential survey respondents and ensures you’re on hand to help customers when they need it.
3. Implement Constructive Feedback
Once you’ve gathered a bunch of feedback, it’s time to take action.
One of the biggest challenges is to identify an effective, repeatable way to prioritize those actions. After all, it’s unlikely every customer wants the same thing. Some might be asking for faster shipping; others might want a slicker checkout experience.
Transparency is key. Most consumers are pretty reasonable, and they understand you have finite resources. Make it clear you’ve heard their feedback and, if the demand exists, you’ll work on a fix.
LEGO has come up with an ingenious way to do this. It created a dedicated site, LEGO Ideas, where brick-building fans can submit product ideas. If an idea gathers 10,000 votes from the community, it’ll be considered for production.
3 Customer Satisfaction Examples
Looking for inspiration to level up your customer satisfaction? Check out these three examples of brands that are rocking it:
Tech giant IBM was named the number one company for customer satisfaction in the latest Drucker Institute Company Ranking. Its success stems from its customer-centric approach to software development, which involves making decisions based on the goals and ambitions of end-users, not just how they use a specific tool.
Speaking to Harvard Business Review, IBM’s VP of Platform Experience Charlie Hill explained: “We want to bring our design thinking muscles to explore and play with how the user’s experience could be better in the future.”
Put your customer first. Whether you’re selling a piece of software or a pair of shoes, think about what problems brought them to you in the first place, and what success looks like to them.
Ranked top of the American Customer Satisfaction Index across all industries, Chick-fil-A stands out thanks to its superb in-restaurant customer service. Its staff is regularly named the friendliest of drive-through brands, and they also outshine the competition on order accuracy.
This is no easy feat when it’s up against huge global names like KFC, McDonald’s, and Starbucks.
Invest in your people. Whether they’re dealing with shoppers in-store or helping them online, their professionalism and courtesy have a huge impact on your customer satisfaction rating.
3. Trader Joe’s
Grocery chain Trader Joe’s has an NPS score of 62. For context, the average score in the grocery niche is 24. The brand stands out by truly going the extra mile for its customers. In one famous example, a Reddit user told how the chain broke its “no deliveries” policy to help out an 89-year-old who was snowed in during the holidays. The comments on that viral post are littered with other Redditors recounting their own experiences of receiving superb service from Trader Joe’s.
Give your team members a degree of autonomy to delight customers. It should be quick and easy for them to get signoff on the sorts of small, spontaneous acts of kindness that can make the biggest difference to consumers.
Customer Satisfaction FAQs
What does customer satisfaction mean?
This is how you measure your customers’ experience to see if it meets or falls short of their expectations.
Why is customer satisfaction important?
Growing companies are more likely to prioritize customer success than companies that don’t have a growth mindset.
What are the benefits of high customer satisfaction?
Customers trust recommendations from others and look at reviews before deciding to convert with a business. High satisfaction means a customers is more likely to recommend your business and leave a positive review.
How does customer satisfaction help branding?
High customer satisfaction can increase brand loyalty and trust.
How do you improve customer satisfaction?
To satisfy your customers, you need to understand what they want. Collect data through surveys, polls, and feedback sessions, and monitor brand mentions through social media.
What happens if customers are not satisfied?
Unhappy customers are unlikely to keep buying from your brand. What’s more, they’re highly likely to tell people about negative customer experiences through reviews, social posts, and word of mouth, which can damage your reputation.
“name”: “What does customer satisfaction mean?”,
“text”: “This is how you measure your customers’ experience to see if it meets or falls short of their expectations.”
“name”: “Why is customer satisfaction important?”,
“text”: “Growing companies are more likely to prioritize customer success than companies that don’t have a growth mindset.”
“name”: “What are the benefits of high customer satisfaction?”,
“text”: “Customers trust recommendations from others and look at reviews before deciding to convert with a business. High satisfaction means a customers is more likely to recommend your business and leave a positive review.”
“name”: “How does customer satisfaction help branding?”,
“text”: “High customer satisfaction can increase brand loyalty and trust.”
“name”: “How do you improve customer satisfaction? “,
“text”: “To satisfy your customers, you need to understand what they want. Collect data through surveys, polls, and feedback sessions, and monitor brand mentions through social media.”
“name”: “What happens if customers are not satisfied? “,
“text”: “Unhappy customers are unlikely to keep buying from your brand. What’s more, they’re highly likely to tell people about negative customer experiences through reviews, social posts, and word of mouth, which can damage your reputation.”
Conclusion of Customer Satisfaction Guide
Customer satisfaction is crucial to your business, regardless of your product, industry, or niche. You must make it a priority. That’s true today, and will only increase in importance in the years to come.
Collect, analyze, and use data on customer satisfaction for every stage of your sales funnel, every interaction, and every product launch. Pick and choose your moment, of course, as no one wants to be inundated with surveys all the time, but no area is off-limits for selectively surveying and asking for feedback.
That catchphrase that just sticks in your head like a catchy tune. Sometimes it even has a little jingle or rhyming structure that adds some flair. You know it works because it stays with you. You remember it, and you remember the company it stands for.
Does your brand need a slogan? Probably. Here’s why.
What Is the Purpose of a Business Slogan?
A good slogan is catchy and bounces around your head like an earworm. However, a good business slogan is more than just a catchphrase.
It’s a rallying point for your brand. It envelops everything you stand for and everything you offer to the public.
It’s a battle cry, of sorts.
In fact, the etymology of the word slogan reflects just that. The term comes from a Gaelic Scottish term used as a battle cry. In the early 1700s, the term slogan described catchphrases used by political or other groups.
These days slogans are more important than ever as we are awash in visual and audio media, from TV and radio to the internet and digital media.
A great slogan cleverly sums up what you do, inspires engagement with your audience, and sticks with them until they need your product or service.
Your slogan can be written and spoken after your brand name, to help people remember what you’re about. You might place it just after or under your name or logo on your website, social media, marketing materials, or use it in ads. This helps your slogan become synonymous with your brand name.
Why Should Your Business Have a Slogan?
Is it worth taking the time to create a slogan for your business? In most cases, yes. Getting to the heart of your business and finding a phrase that wraps everything you stand for in an unforgettable way can become a powerful brand asset.
A great slogan ranks up there with your business name, logo, and web design.
brand assets like infographics, webinars, or e-books.
Determine Your Goals
When it comes to marketing efforts, you should always start with your sales goals. What are you trying to accomplish? What are your plans for the future, and how do you get there?
It’s easy to get off track here if you don’t stay focused. Don’t just focus on the number of sales you want to make; think about how you want customers to feel about your brand and what solution you really deliver.
Consider this—Goodyear sells tires, right? However, when consumers buy tires, they aren’t concerned with what type of rubber or the years of research the company put into developing the proper tread. Consumers want tires that will keep their families safe; that’s the real purpose of the brand.
Keep your guiding documents at the forefront and let them drive your journey toward your slogan. It’s critical to stay on-brand as you are creating your slogan.
Think about what you need this slogan to do for your brand:
What do you want people to know about your brand?
What products or services should be the focus?
What values and visions do you want to communicate?
What solution does your company really deliver?
Let those answers guide you to the right business slogan.
Just start writing. How many ideas can you come up with?
Write them all down. Don’t limit yourself or do any editing yet. Now is the time to just let the ideas flow. Let one idea inspire another. Dare to be a little off the wall. Don’t stop until you run out of ideas.
When you start petering out, start thinking about your brand name and try out some of the ideas after it. How do they sound together?
Imagine a radio or television commercial. Describe your services or products and think about how those slogan ideas sound at the end of that description.
As you test the slogans out loud, you may start developing more ideas. Write them down! Don’t stop to edit. Just keep adding to the list.
Dare to Be Original
It may be tempting to go out and listen to other slogans, but you probably already have enough of those rolling around in your head.
We hear so many slogans that our brains are already primed to know what sounds good and what doesn’t.
Listening or reading a bunch of slogans while creating your own could do two things detrimental to the process:
They could cause you to accidentally steal the structure or concepts of other slogans you love. You definitely don’t want to sound like everyone else.
Getting into the competition mode can stifle your creativity. As you read others’ slogans, especially ones you consider successful, you might start to judge your ideas. Great ideas develop organically on their own; don’t let competition stifle them.
Make It Timeless
Slogans need to stand the test of time. You want people to associate your brand name with your slogan, which means it has to stick around for a long time so they can hear it many times.
This means avoiding anything too contemporary or trendy. Some things to avoid could include:
playing off a popular series or song title
building off a political campaign slogan
reflecting a current pop culture reference
using “new” slang
To create a timeless slogan, use words and phrases that are universally understood, at least by most speakers of your language.
Try to keep it shorter and avoid any complex phrases or words.
Keep it simple, and a bit straightforward, to help make sure it stands the test of time.
How do they talk? Are you using language and syntax that is natural to your audience?
If your target market uses a certain register of English, you can lean into using that style of language. Remember what we talked about above, though.
You don’t need to stylize your slogan to match a certain trendy or slangy way of talking, but you can ensure you use language your target market can relate to.
Another aspect to keep in mind as you shape your slogan is what is important to your target audience. What do they want from your brand, or your competition? What’s important to them?
Think about what they are actually getting from your brand, but dig a little deeper. What are their aspirations? What do they envision their life to be with your brand?
Speak to those needs, rather than just your benefits.
Pare Down Your Ideas
Time to start paring down your ideas. Don’t be afraid to be a bit brutal. It can be hard to nix your favorites, but use the ideas above to weed out slogans that don’t work.
Which ones are too trendy or contemporary? Let them go.
Which ones are too much about your brand, and not enough about your target audience? Take them out.
How’s your list looking now? Do you still have too many ideas? If your list is still too long, here are a few more filters to take out the ones that won’t work as well.
Which ones are too long?
Which ones aren’t very memorable?
Which ones sound too much like someone else’s?
Which ones do you just not love?
Pare them down to a few that will really work. It’s okay to still have a few great ones. How do you decide what to do next? Let’s look at the last step.
A/B Test Your Top Ideas
Do you still have two ideas left to consider? If you aren’t sure which is “the one,” it’s time for an A/B test.
How do you do that? Start by asking friends, colleagues, or business associates. You might also consider using a focus group.
Whichever path you choose, make sure you present each slogan in the same format. For example:
Create a branded logo with each of your slogan ideas.
Design a newsletter header with each slogan idea.
Record a demo commercial with the slogan ideas at the end.
Now share with your audience. Which one do they respond best to? Is there a clear winner?
If not, consider the feedback they share. Think about the criteria listed above. Did one not appeal to them? Was one not as timeless? Or was it too confusing? Keep in mind that simple is usually best. You can also use A/B testing in paid ads to see which slogan draws in the most traffic or sales.
Best Business Slogan Examples
Let’s get down to the specifics and look at some slogans that work and analyze why they are so effective.
Bah, bah, bah, bah, bum. You’re already singing it.
The “I’m lovin’ it” slogan from McDonald’s comes with its own little jingle, but that’s not the only thing that makes it work. It’s simple, it’s memorable, and it’s aspirational. It speaks to a happy life full of things you love.
For decades, Burger King touted a brand that let you live life on your terms. The “Have It Your Way” slogan accomplished speaks about their products and about a greater vision in life. You can have your burger your way, and just maybe, you can have life your way, too.
Sometimes simple is best. The In-N-Out slogan is an example of a timeless, simple slogan that speaks directly to what its customers want.
FAQs About Slogans
What makes a good slogan?
It’s short, memorable, and speaks to the target audience. Ideally, it should be timeless so it can be used for years to come.
What is a slogan example?
McDonald’s “I’m Lovin’ It” jingle is an example of a catchy slogan.
What are good slogans?
Burger King’s “Have It Your Way” stood the test of time, by speaking to the burgers and an aspiration. In-N-Out’s “Quality You Can Taste” slogan is simple and holds up over time.
How do you create the perfect business slogan?
Start with your own business goals in mind, then think about your target audience and what’s important to them.
Creating a Catchy Slogan Conclusion
When it comes to setting yourself apart in the market, branding is crucial. From your visuals to your voice, every component needs to speak to a common goal of who you are and what you’re about.
More importantly, they need to speak to what your target market is looking for. Your slogan is another piece in this puzzle, giving your marketing collateral and campaign another element to work with. Get creative, but stay on course, and create the perfect business slogan for your brand.
If Google is the most popular search engine, you should be listing your PPC ads on it. What’s more, you should be tracking the most popular topics and keywords in your industry to better inform your PPC research.
How can you do this? Well, there are a few analytics tools available, including my own Ubersuggest. However, did you know you can use the well-known Google Alerts service to inform your PPC campaigns, too?
If you didn’t, don’t worry. When you think of digital marketing and Google, Google Alerts might not be the first tool that comes to mind over, say, Google Ads itself. Let me show you how Google Alerts work and how they can help you run your PPC campaigns more effectively.
What Is Google Alerts?
Google Alerts is essentially a notification tool. You can use the service to track when people use certain keywords or keyphrases online.
For example, you can ask Google to send you an alert whenever someone mentions your or your company’s name online, or you can use it to track what keywords your competitors are using most frequently.
The best part? It’s free to set up a Google Alert, and it’s easy to get going. If you’re a marketer, then it’s worth giving Google Alerts a try.
All that said, is there anything you can’t monitor through Google Alerts? Yes.
You won’t see any analytics details, like how often your brand is mentioned online or if your mentions are increasing. Meaning, you’ll still need tools like Google Analytics to help you measure KPIs and other significant metrics.
What’s more, you can’t track social media posts this way, so you’ll need an alternative tool if you want to track how often you’re mentioned on social media.
In other words, Google Alerts are handy, but they’re not the only tool you should use to track your brand presence online, track keywords, or monitor trends for PPC campaigns.
How to Set Up a Google Alert
It takes no more than a few minutes to set up a Google Alert. Let’s work through the steps together.
First, go to google.com/alerts. If you haven’t already done so, sign in with the Google account you want to receive alerts.
Next, decide what you want to be notified about and type the search term onto the top bar. Let’s use the search term “influencer marketing” as an example:
Then, decide which sources you want to track. Remember, Google Alerts can’t monitor social media posts for you, but you can choose from other sources like books, videos, and blog posts.
Next, decide how often you want to receive Google Alerts. You can opt for instant alerts, meaning you’re notified the moment a relevant post appears, or you can get updates once a day or once per week. It all depends on what works for you.
If you want to tweak your alerts even further, you can. For example, if you only want to receive Google Alerts for posts in a certain language, simply select the language you’re tracking from the drop-down menu. Or, if you only want to monitor posts relevant to a certain country, you can limit the search to this one territory.
Next, choose between receiving “all” results or just the ones Google deems most relevant to your search query. For example, if you’re using a really broad keyword, you might want to restrict alerts to the highest-ranking results only.
Here’s what the best results for “influencer marketing” look like:
Then, choose where you want to receive your alerts. You can either direct them to an email address or an RSS feed.
Once you’ve set your parameters, simply click “Create Alert” to complete the process:
Now you’ll start receiving Google Alerts for this search term! If you want to set up any other alerts at this time, just repeat the steps. You can run up to 1,000 Google Alerts simultaneously, which is probably more than enough for you to track. However, if you need more Google Alerts, you can always set up a second account to run them through.
Want to update or delete a Google Alert? No problem. Simply go back to google.com/alerts, select the live alert you want to amend or remove, and click the relevant option from the menus available.
How to Use Google Alerts for PPC Ads
OK, so that’s what Google Alerts are, but can you use them for your PPC ads? Absolutely. Here are the five key ways you can harness the power of Google Alerts for your next PPC campaign.
1. Find Out What’s Trending in Your Industry
Sure, evergreen content matters, but trends are hugely important to every industry. Ideally, then, you want to quickly identify what these trends are and how you can incorporate them into your PPC ads.
How can Google Alerts help? Well, you can use it to monitor blogs and authoritative websites in your niche for new content. You can scan new posts to identify possible trends and capitalize on them before your competitors do.
To set up Google Alerts like these, simply set alerts for “[company name] + blog.” For example, you could track “Forbes blog,” “Shopify blog,” and so on.
Or, if you’re interested in general trends in a broader niche such as email marketing, you can use a wide search term like “email marketing trends,” ask Google to show you the most relevant results only and see what comes up.
2. Identify Topics to Target
While it’s not primarily a keyword research tool, Google Alerts can nevertheless be used to help you identify new keywords and search terms to target through your PPC ad campaigns.
An example might be helpful here.
Say you sell exercise supplements, and you’re launching a new product to help people recover after tough sessions. You can set up Google Alerts to help identify whether people are typing in search queries like “exercise recovery supplements” and “vitamin water.”
To get started, just set up an alert for these search terms. Here are some examples of how you might write out your keywords:
“vitamin water” exercise recovery
“vitamin water” supplement
“exercise recovery supplements” vitamin water
Using quotation marks around certain words ensures you’ll see results containing that exact phrase, plus any other words you’ve added on.
If no one’s searching for these keywords, you should rethink which keywords you’re targeting for your PPC ads. On the other hand, if they’re popular keywords, it might be worth spending the money to have your ads show up for these search queries.
Like I said, Google Alerts isn’t a keyword research tool as such, but you can use it to support your other keyword research strategies.
3. Receive Alerts About Yourself or Your Brand
When you’re creating PPC ad campaigns, it’s crucial you understand who your target audience is. Who is talking about your brand, and what demographics are you reaching? Once you know the answers to questions like these, you can craft targeted, more effective PPC ads.
How can Google Alerts help? By allowing you to track whenever someone mentions you or your company online. Once you start tracking your mentions, you can learn more about who is engaging with your brand and what they expect from you.
Again, these are simple Google Alerts to set up. Simply set up two individual alerts: one for your business name, and one for your personal name.
Use what you discover to decide which demographics to target with your PPC ads going forward.
4. Monitor Your Competitors
It matters what people are saying about you and your brand. However, it’s just as crucial to know:
what your target audience is saying about your competitors; and
how your competitors are performing online
Why does competitor research matter when you’re building a PPC campaign? By understanding your competitors’ strengths and weaknesses, you can distinguish your own brand and build the most effective PPC ads possible.
You can monitor competitors’ mentions more generally, or you can search for announcements using search phrases like “competitor name + product announcement.” Use your findings to inform your product launch campaigns and PPC ads and stand out from the crowd.
5. Track and Manage Negative Reviews
No business likes getting negative reviews, but let’s face it: they’re a commercial reality. What’s important, though, is how you handle those reviews and use the feedback to improve your business. In fact, 96 percent of consumers read company responses to negative reviews, so your answers matter.
Why does this matter from a PPC perspective? Even if people click through your PPC ads, they won’t buy from you if all they’re doing is seeing multiple negative reviews and no feedback from you or the customer services team.
First, you can just monitor for brand mentions. However, there’s a chance you’ll miss negative reviews tracked this way, especially if you’re a popular brand with multiple mentions.
Next, then, you can set up a special Google Alert for reviews only. It looks like this:
[brandname] + intitle:review
For example, if your company is called “Coffee King,” your alert looks like this:
Seventy-two percent of customers read reviews before taking action, like making purchases, so even if you’re running great PPC ads, reviews still matter, and it’s crucial you stay ahead of them if you want to get the most from your PPC campaigns.
Google Alerts FAQ
Let me quickly recap some of the key points we touched on.
What are Google Alerts?
Google Alerts is a notification tool. You can use the service to track who is talking about certain keywords you’re interested in and what they’re saying.
How do I set up Google Alerts?
Set up Google Alerts by going to google.com/alerts. Select your keywords, choose your notification frequency, and click “Create Alert” to go live. You can opt to receive notifications to your email address or an RSS feed, whichever you prefer.
What is the best way to use Google Alerts?
There’s no single “best” way to use Google Alerts. However, it’s ideal for checking out what people are saying about your brand and, importantly, performing crucial keyword research to better inform your PPC ad campaigns and ensure the right audiences actually see your paid ads.
Are Google Alerts free?
Yes, they’re totally free to set up and use. They’re worth trying out as part of your wider digital marketing strategy and PPC research.
Is there a limit to how many Google Alerts I can set up?
You can run up to 1,000 Google Alerts at one time. If this isn’t enough for you, then you could always set up some Google Alerts on a separate work account.
“name”: “What are Google Alerts?”,
“text”: “Google Alerts is a notification tool. You can use the service to track who is talking about certain keywords you’re interested in and what they’re saying.”
“name”: “How do I set up Google Alerts?”,
“text”: “Set up Google Alerts by going to google.com/alerts. Select your keywords, choose your notification frequency, and click “Create Alert” to go live. You can opt to receive notifications to your email address or an RSS feed, whichever you prefer.”
“name”: “What is the best way to use Google Alerts?”,
“text”: “There’s no single “best” way to use Google Alerts. However, it’s ideal for checking out what people are saying about your brand and, importantly, performing crucial keyword research to better inform your PPC ad campaigns and ensure the right audiences actually see your paid ads.”
“name”: “Are Google Alerts free?”,
“text”: “Yes, they’re totally free to set up and use. They’re worth trying out as part of your wider digital marketing strategy and PPC research.”
“name”: “Is there a limit to how many Google Alerts I can set up?”,
“text”: “You can run up to 1,000 Google Alerts at one time. If this isn’t enough for you, then you could always set up some Google Alerts on a separate work account.”
Google Alerts for PPC Conclusion
If you plan on running a PPC campaign, you’ll know how important it is to research your target audience and choose the right keywords. As we’ve seen, Google Alerts can help, whether you’re sussing out popular keywords or researching popular trends within your industry.
Is a Google Alert the only tool you should use to track your PPC performance? Probably not. However, since it’s free to get started and it’s simple to set up an alert or two, I suggest trying them for yourself to see if they align with your company’s unique marketing strategy.
Do you need more help with your overall PPC marketing campaign? Reach out to me and discover more about how I can help you on your digital marketing journey.
Have you set up Google Alerts yet? What are you using them for?
Are you searching for new audiences to tap into to grow your base?
If you answered yes—and, let’s face it, all marketers are looking for new audiences—then you’ve come to the right place.
The platform offers marketers a unique opportunity to further brand recognition and grow their follower base in a somewhat unconventional form.
Part blog-host, part social platform, Medium provides writers with a unique mode of connection with their audiences.
The platform has over 400,000 paying subscribers ($4.99 per month or $50 per year), which should make Medium attractive to marketers from size alone.
Read on to learn how marketers can take advantage of the unique capabilities of this platform and why you should consider giving this content platform a whirl.
What Is Medium?
Self-identifying as the “YouTube of writing,” Medium offers writers of all kinds (poets, journalists, comic artists, etc.) space to share their work with a vast audience and get paid in the process.
The platform averages over 200 million views a month, making it a hot destination for the web’s readers. With over 100,000 writers actively using the platform, it could be an excellent destination no matter what kind of content you create.
Wondering how these writers get paid? While there is the option to write just for the sake of sharing ideas with no payment, they can also join the Medium Partner Program (MPP) and just get going!
Unlike other writing opportunities, which typically pay by the word or the hour, MPP members are paid based on the amount of time paying subscribers readers spend reading their articles. They also get a small commission if a non-paying member subscribes within 30 days of reading their articles.
And while this is all well and good for writers, your marketer brain may have snagged on that 200 million monthly views.
How can marketers take advantage of this unique audience willing to pay to gain access to the platform?
The answer is simple: advertise on Medium.
Types of Ads of Medium
“Advertising” on the site is, in a word, unusual.
While the term “advertise” may conjure images of paid search and skyscraper banners, Medium doesn’t allow conventional advertising. While companies can’t promote products, they can harness the unique platform to grow brand following and exposure.
Understandably, and especially since making money isn’t guaranteed, this may sound like the soundly disliked idea of “creating for exposure, not payment.” I suggest switching your way of thinking on this one: Rather than this being an opportunity to sell your stuff, you’re selling your brand and building trust.
People are, frankly, tired of constantly having ads thrown in their faces. Reading an article that may hint at your brand’s goals (perhaps by using subtle embedded links) but focuses on helping or even entertaining them in other ways may draw attention to your brand in a less pushy way.
The platform rewards content visibility purely on the strength of writing, using a unique algorithm that considers post reach, likes, and comments. Plus, everything posted gets indexed by Google, which is a boon to your search engine optimization (SEO).
While we’ve briefly discussed the rationale of sharing content on Medium to share your reach and grow your audience base, there are several other benefits for harnessing the platform’s power:
Build brand awareness without overwhelming readers with sales-focused materials.
Increase visibility by inviting industry influencers to collaborate on your publication.
Diversify channel content promotion since Google indexes all Medium content.
Drive more clicks to your website through embedding links inside your content.
Create an audience by encouraging readers to subscribe to your publication.
Increase backlinks to your website to bolster your link-building strategy and SEO.
In short, starting a content stream on the site could improve your audience size, strengthen your SEO strategy, and drive more clicks to your website.
Rules and Guidelines for Medium Content and Ads
Medium intends to make people engage their minds, not their wallets, so there are rules about what you can and can’t publish on the site.
In addition to pretty standard rules against harassment, hate speech, and doxing, the platform includes some additional rules that posters must adhere to.
Ads, Promotion, and Marketing
Don’t post third-party sponsorships.
Avoid affiliate marketing.
Disclose all affiliate links.
Post nothing that remotely resembles spam or exists primarily to drive traffic or sales.
deleting and republishing a post without large-scale changes
posting the same story in different publications
Much like any other content platform, there are best practices content creators should keep in mind.
Medium Best Practices
Craft a strong, clear headline.
Share original work that isn’t simply a review of industry topics.
Avoid calls to action (CTAs) and salesy language. This may go against every marketing instinct, but Medium isn’t about sales—it’s about sharing ideas.
Employ images on the cover of your story, as they improve the user experience (UX).
As you begin building your Medium content strategy, be sure to follow these best practices and be mindful of the rules to help ensure content success.
How to Create Ads on Medium
Now that we’ve covered the benefits of creating content on the platform, let’s discuss how to start a publication on the site.
1. Navigate to the Publications Option
Select your picture in the top right-hand corner of the screen, then navigate to and select “Publications.”
2. Select “New Publication”
Look near the top right of your screen and click the “New Publication” button.
3. Identify Your Publication
Fill out all information the site and readers need to know about your publication.
When adding your publication’s name, think beyond your business’ name and consider options that may resonate in your industry. A publication avatar is required, and it shows up in all previews of your content. So, choose wisely.
4. Add Your Social Profiles
In addition to adding your email address and social profiles, you can (and should) select up to five relevant tags, allowing your work to be discovered by interested parties.
5. Include Editors and Writers
In this infinitely editable space, include people with posting power on your publication.
6. Customize Your Medium Homepage
Your homepage is infinitely customizable, allowing you to change colors, header layout, background images, and much more.
Analytics for Medium Content
While there are other strategies for tracking your analytics on Medium, the platform offers metrics to help you track your content’s performance.
You can view your metrics by clicking your profile picture and then “Stats.”
By assessing these metrics, you can track individual pieces’ performance and gain a better understanding of your audience. You can then tailor your content to appeal to that audience or adjust your content strategy to appeal to a different group of individuals.
How to Publish Content on Medium
Sharing your first piece of content is just a few steps away. Here’s how to post and optimize Medium content:
Add your story
To begin, select your profile picture from the top right-hand corner and choose “Write Story.”
Select the + button from the left side of the post and then click the “Camera” button to upload a pre-saved image.
Embed Third-Party Media
Navigate to a new line of your story and paste the URL of the content you want to embed, then press “Enter.”
Schedule and optimize your post
Select the “Publish” button in the top right-hand corner. From this menu, schedule your post, add tags, or adjust your title and subtitle.
After you’ve made the necessary changes, choose “Publish now” to make your story available.
How Much Does It Cost to Advertise on Medium?
Not a dime! Starting your publication on Medium is free.
Is the Paid Version of Medium Worth It?
Yes, though remember: This is to subscribe, not write. Although you needn’t subscribe to write, subscribing allows you to read work from a diverse population of writers and may provide a unique perspective into popular industry topics and competitors’ work.
What Is Medium’s Partner Program?
Medium’s Partner Program was created to pay writers and ensure wider post-distribution across the platform. Writers are compensated by how engrossed members are by their work: The more members read, the more writers learn. In addition, the site distributes a portion of every subscription fee to the writers their individual subscribers read most frequently each month.
What Analytics Does Medium Provide?
Medium offers publishers a robust metrics view, including:
-views -reads -fans -views by traffic source -reader interests -internal vs. external views
Guide to Medium Conclusion
As with all content platforms, be sure to follow Medium-specific best practices, with a particular eye towards ensuring your content doesn’t sound too promotional.
As you begin to familiarize yourself with the tools offered, you’ll likely become more adept at targeting audiences that may be interested in your content through the tagging tools and other strategies.
As it becomes increasingly challenging to grow organic reach, more and more marketers are looking to paid ads.
Since this monetary model is by no means novel, that means there’s a crowded space for these ads. You want to ensure your dollars dedicated to pay-per-click (PPC) are getting their money’s worth.
Maybe you’ve written scintillating paid ad copy that speaks directly to your audience’s pain points. Maybe you’ve drafted a graphic that is the perfect balance between branding and intriguing. Maybe you’ve set your budget and ad parameters and are ready to go.
How do you get those paid ad leads to actually convert?
This, of course, is the challenge of paid marketing. You can do nearly everything right, but without clear direction for your audience to further interact with your paid ads, you’ve done little more than create a pretty picture.
To help you make the most from your paid ad dollars, we dive into the five best methods for converting paid ad leads.
5 Methods to Convert Paid Ad Leads
While the term conversion can conjure different meanings to different marketers, for the purpose of this post, we’re defining conversion as any desired action, whether that be purchase, form-fill, email capture, or simply a learn-more action.
Regardless of your current working definition of conversion, the following methods can help your paid ads convert, enabling you to reach your marketing goals.
Below, we break down five tried-and-true methods that can help your paid ads translate to valuable conversions.
1. Route Leads to a Chatbot or Messenger
As technological capabilities evolve, so do our strategies for lead conversion. As artificial intelligence (AI) continues to advance, increasing opportunities for chatbots arise.
In fact, it’s projected that chatbots will manage 85 percent of customer interactions in the near future.
These days, chatbots are built into many websites. Visit nearly any site, and you’ll be greeted by an automatically generated message asking you what you’re searching for and how the bot can help.
In addition to simply operating as a help feature, chatbots can be used as a tool to improve site visitor experience, not to mention completely changing the way brands communicate and interact with their existing and would-be consumers.
Since chatbots are infinitely customizable and can provide personalized responses, how consumers interact with your brand has changed drastically.
With successful chatbot addition to your marketing strategy, you can improve your customer’s journey through increased personalization and drive conversions through an interactive platform.
How can you incorporate chatbots into your paid ad strategy?
It’s easy: Instead of sending an individual who clicks on your paid ads to a classic web form, direct them to a chatbot. There, they can engage in a personalized, targeted conversation that can lead to the conversion you’re aiming for.
While simply having a chatbot is a great strategy to increase paid ad conversions, writing good copy for the bot can make a good strategy great.
Here are our top three tips for successful chatbot copywriting:
Sound conversational: Chatbots are not the time to flex your vocabulary. In fact, messages written at a third-grade level receive 36 percent more responses. Using simple and clear language is key.
Have a cohesive tone: Choosing the right voice for your chatbot depends on the tone of your business. Whether you’re fun or formal, be sure to mimic that style as you develop your chatbot’s responses.
Use a catching hook: You want your site visitors to interact with your bot. To ensure this interaction happens, use a compelling hook to catch their interest. Check out this example from Purple, a mattress company that excels at snagging attention through an emotional pull.
2. Direct Leads to a Landing Page
Historically, paid ads drive to landing pages, and this isn’t a bad thing.
The trouble with landing pages occurs when they’re not optimized properly. You may have the most compelling paid ads on the web, but if your landing pack is lackluster, your conversion rates will be, too.
Below, we share our top five tips for making your landing pages work as hard as you do:
Research user behavior: If you don’t understand how users interact with your page, it’s hard to understand what is and isn’t working. You can employ free tools that build a heat map on your pages, letting you better understand what your users are doing so you can tailor the layout to meet their movements.
Identify pain points: Be sure to create copy that indicates you have a clear understanding of your audience’s problem—not to mention a clear, simple solution. When you lead with pain points, you’re that much more likely to intrigue your audience, getting them to sign up for that demo or join your email list.
Provide value: Without fail, your landing page should offer some carrot to your audience. Whether that’s a whitepaper or a video, a webinar or a podcast, make sure your landing page offers your audience something they’ll find valuable (and find easily on your page).
A/B test: Test everything. We mean it. Anything you can track the performance of, track it. The more data you have about how specific elements on your page are performing, the more likely you are to get very close to the ideal set of on-page elements that lead to conversion.
Remove distractions: Less is more when it comes to your landing pages. Have a lot of great content? Good. Hold onto it—now is not the time to use it. As you build your landing pages for paid ads, be selective in what you include. There’s a singular action you want your site visitors to take. Don’t confuse that message by overburdening your page.
3. Direct Leads to Forms on Social Media
Another way to increase conversions from your paid ads leads is to drive direct leads to forms on social media. With 83 percent of marketers using social platforms to advertise, there are a lot of paid ads appearing on social.
How do you get your paid ads to translate into a conversion on social platforms?
By following best practices. Let’s take Facebook, for example. The social media giant reports over 2.7 billion active users per month. With that many active users, you know there’s a plethora of marketers.
To make your paid ads stand out in the crowd and actually convert, you can build forms into your paid ads on the platform. That way, users don’t have to navigate away from their social scrolling to, say, sign up for your newsletter.
To drive even more conversions via forms on social media, consider using these two best practices for incentivizing:
Share a discount code: Everyone loves a discount. To increase your paid ads conversions through forms on social, try offering audience members who take your desired action a unique discount code. This way, you’re not only converting, but you’re also building goodwill with your audience.
Host a competition: If offering a discount code doesn’t apply to your product or will reduce the perceived value, host a competition.
Both of these strategies allow you to deliver value to your audience while still achieving your conversion goals.
4. Route Customers to a Purchase Page
If your aim is conversions from paid ads, drive customers to a purchase page. This strategy is highly effective, as it considerably shortens the buyer’s journey, taking an individual directly from interest to purchase. By eliminating steps in between these two phases, you dramatically increase the likelihood that your ad will convert.
Clothing line Hello Molly uses Instagram paid ads to advertise its garments. If users click on one of the images, they’re taken directly to the purchase page for that item.
By driving directly to the page, you shorten the number of steps your potential customer has to take to convert.
What’s more, the consumer doesn’t need to leave the confines of Instagram. The entire sales process occurs in the app.
5. Direct Leads to Your Blog
While, at times, blogging may feel like a technique of the past, your blog should still play a vital role in your content marketing strategy.
In fact, blogs continue to outrank emails, books, and whitepapers as the most effective type of content, and if you’re not driving your paid ad leads to your blog, you may be missing out on a slew of conversions. After all, your blog is a hub of content that speaks to pain points and fills in knowledge gaps within your industry.
If your conversions are focused on asset downloads, you should definitely drive traffic from paid ads directly to relevant components on your blog.
How to Know Which Method Is Right for You
Feeling overwhelmed by these five options? Don’t be! Knowing which method is right for you is all about understanding the true goal of your overall ad campaign.
Determine your conversion goals
Think about what action you want your leads to take. Do you want their email address so you can send them your newsletter? Do you want them to download resources you publish? Do you want them to make a purchase? These are common conversion goals, though yours may be something else entirely.
Decide where you want to direct users who click your ad
You will most likely direct your users to a landing page, purchasing page, or a lead generation form.
Decide which method is best for you
Map out your goals with the strategies listed above and decide which will be most helpful for you to reach your goals.
For example, if you’re hoping to increase whitepaper downloads, consider linking to a synopsis blog that includes a download option of the entire paper.
If your goal is to increase purchases you should definitely drive your leads from paid ads directly to product pages.
Paid Ad Conversions FAQs
If you’re still not sure about how to convert paid ad leads, here are a few commonly asked questions to help guide you:
How Can I Encourage Paid Ad Leads to Convert?
To drive your paid ad leads toward conversion, be sure to align their destination with your conversion goal. If you’re looking to drive purchases, consider directing leads to a purchase page. If you’re looking to drive whitepaper downloads, drive to a blog. Regardless of the goal, be sure to send your leads to a location where they can take clear and direct action.
How Can I Incorporate Chatbots Into Paid Ad Strategy?
Incorporating chatbots into your paid ad strategy is simple and can result in increased conversions given the endless possibilities of this conversational tool. Instead of sending an individual who clicks on your paid ads to a classic web form, direct them to a chatbot. There, they can engage in a personalized, targeted conversation that can lead to the conversion you’re aiming for.
Which Paid Ad Conversion Strategy Is Right for Me?
Regardless of your conversion goal, be sure that the location you’re driving leads to that goal. When conversion and destination are aligned, the conversion process is compressed, making it easier than ever to achieve your conversion dreams.
How Can I Optimize My Landing Pages for Conversion?
Here are five keys for website optimization: A/B test, prove value, address pain points, remove distractions, and research user behavior.
Conclusion for Paid Ad Conversions
As the use of paid ads becomes increasingly ubiquitous, driving consumers to the right location to convert becomes even more important than ever before.
Clear direction is always important for online consumers, but it’s never more important than in the steps that lead to conversion. By having a clear and direct goal for your paid ads and aligning that goal with a landing location that correlates, your potential customers are that much more likely to become consumers.
When you pair the right content with the right process, you unlock the door to successfully converting paid ad leads.
If you decide you want to employ these strategies yourself even though you think they may be beneficial, let our agency know. We can handle the heavy lifting for you.
What’s the most successful conversion path for leads from paid ads that you’ve used?
Google discovery ads are changing the game by implementing a more powerful AI to take a lot of the guesswork out of paid advertising on Google. Instead of manually optimizing your ads over time, Google AI will take care of it for you using its massive amounts of data.
That’s what we’re going to cover in this article. If you’ve never tried Google discovery ads, now is the time to dive in with both feet and take them for a spin.
What Are Google Discovery Ads?
Discovery ads allow you to take advantage of the AI that Google has created to deliver the most accurate and interesting ads to the people who want them the most. It’s essentially a newsfeed on the Google app that is catered directly to the user’s search intent.
In addition to being a standard “Google ad,” there’s also a visual aspect now. Instead of a title tag, meta description, and slug, you’re also getting a vibrant image at the top of the display to help draw the attention of the user.
There’s one major difference here.
Instead of the ads being driven by a query, they’re driven by Google AI. This means that the goal of the discovery ads page is to solve the user’s problem or answer their question before they even have to type anything into the search bar.
As the user engages more with the Google discovery page, the AI will pick up on their interests and provide a more accurate representation of what they want to know and what they’re looking for.
In the event that the discovery page isn’t accurate, you can toggle based on what you want or don’t want to see. You can even break it down to exact keywords that you want to see less of.
Using the show “The Office” as an example, you can tell Google that you’re not interested in the specific story. You can also say you’re not interested in anything to do with the keyword “The Office,” or you can ask Google to stop displaying content from the media source “NME.” Either way, it puts you in the driver’s seat so you can gradually optimize the newsfeed to see more and more of what you want.
Benefits of Google Discovery Ads
Let’s shift gears now to an advertiser standpoint. You understand the benefits to the user, but what about advertisers on Google? The process of creating these ads is simple and effective. Plus, just like for the user, the advertiser can take advantage of Google AI as well.
Running this ad to test out a new product or spread awareness of something makes the most sense. The goal is for people to “discover” things they might not have known or seen before.
Since Google AI is deciding who to display the ad to, this is also great for retargeting. As users see more and more of your ads, they’ll become more familiar with your brand, and that will build trust.
Here are some of the benefits of this ad type:
Farther reach with one campaign: With one single campaign, you can reach up to three billion people per month. This is because Google discovery ads don’t stop at the Google app. You also advertise on the YouTube homepage, Watch Next, and the Gmail promotions and social tab.
Utilize more relevant advertising: Google is taking the need for user intent out of your hands and putting it into its own. The goal is to deliver the most meaningful and powerful content to the exact people who want it. You don’t need to do your own research anymore to determine what is most relevant because Google AI can take care of it for you.
Drive engagement with visually rich ads: The goal of Google discovery ads is for you to “discover” new things and take an interest in the information and content you find on Google. One great way to do this is with visuals to spark interest and create action. According to Google, 76 percent of people enjoy making unexpected discoveries while shopping. That sounds about right!
Use automated bidding: Choosing your bid is one of the most challenging aspects of managing your ad budget. Google takes this out of your hands with maximized conversion bidding and target CPA to help optimize your campaign. Many of us are putting a lot of trust in Google with this advertising, but what better person than Big G to handle it for us?
Advertise consistently: One of the greatest features of Google discovery campaigns is the fact that your ad will almost always align with the people you reach. There’s no more testing or guessing. Since 85 percent of people take action in 24 hours after discovering something, you’ll stay fresh in their mind if your ad continues to display.
3 Tips for Creating Great Google Discovery Ads
As with any type of digital marketing, be it SEO or paid ads, the right way and wrong way to do it aren’t so clear cut. However, here are some helpful tips to get you closer to the right side of the scale:
Use your best images: These are visual ads that demand high-quality photos and images. You can’t expect anyone to want to click on a low-quality image or an obvious stock photo. The image needs to also create interest and intrigue.
Limit text in images: The goal of these images is not to give it all away so the user never clicks through. By limiting text in the images and reserving all that space for imagery, you’re telling a story that will make them wonder what is happening on the other side.
Build trust right away: Remember that most of the people that see these ads have no idea who you are or what your business is. You’re meeting them for the first time, and like any other newsfeed, they can keep on scrolling pretty quickly. You need to build trust, so use the text space to qualify yourself and tell them why they should click through.
Examples of Google Discovery Ads
Take a look at the Google discovery ad example below.
You’ll see a really interesting headline paired with an interesting image as well. The image is of two men eating pizza while they both look at their laptops. Plus, the headline and body text are both very interesting.
If I were applying for jobs or trying to get the career of my dreams, I might want to know what makes me look like a narcissist in my resume.
That said, I’m not looking for a job, so this is actually a situation where the ad doesn’t apply to me. One great thing about Google discovery is that you can optimize it. Right above the image, it asks you if the card is useful. In this case, it’s not, so I would want to get rid of that ad and not see ones that are similar, even though it’s an interesting topic.
The next example is one from the YouTube homepage, advertising health supplements. My favorite thing about this ad is how direct and clear it is. There’s nothing hiding behind this image. It’s transparent, clear, and straight to the point, which is something that Google looks for in advertisers.
Once you tap through, you can shop for some of the new nootropics mentioned and enter the promo code. They even provide a bit of scarcity in the body text by telling you that the promotion runs out on Saturday.
How to Create Google Discovery Ads
Before we dive into the actual steps you’ll take, there are some things you’ll need to get together first. Make sure you have many different headlines, descriptions, images, and logos because Google AI will play around with these for you to determine what converts the best.
Be sure that the images are extremely high-quality and optimized properly for mobile use. You’ll also want to test out a variety of messaging based on whatever it is you’re selling.
To get started, sign in to your Google Ads account and click the Campaigns tab on the left. Click the Plus button and select a new campaign.
You’ll need to choose an objective such as website traffic, leads, or sales. You can also select “no goal,” but I recommend choosing one because it will give Google a better idea of what you want to accomplish.
Select the discovery campaign type of either a single image ad, carousel, or both, and then click continue. From there, you’ll choose your demographic and target language, as well as a variety of other audience information.
Once you’ve done that, you’ll set up your daily budget and bidding strategy. Save and continue.
2. Set Up Single-Image Ad
If you’re using a single-image ad like many of the examples featured above, you’ll want to go to your discovery ad and click “Ads and Extensions” from the left panel. Click the Plus button, choose the discovery ad, and then enter all the variable information.
If you’re using a carousel ad, you’ll follow a lot of the same steps by going to ads and extensions, but you’ll choose “discovery carousel ad” this time.
For this one, you’ll need to choose somewhere between two and ten different card images. They each have their own unique shape and size requirements, so you’ll want to pay attention when doing this. With carousel ads, you can also choose two different URLs: one for mobile and one for desktop.
4. Allow Ramp-Up Time
When you have all your assets and messaging together, you need to give the campaigns a little time. Set the budget for high volume but realize no matter what your budget is, it will take some time for Google to identify your ideal user. Be sure you have enough budget for at least two weeks and wait to see at least 40 conversions before making any adjustments.
The good news is, Google AI handles a lot of that for you here, and you shouldn’t often have to make adjustments unless you entirely missed the mark with your advertising copy and images.
5. Use Automatic Targeting
By choosing automatic targeting, you’re letting Google discovery decide for you how you want to display the ads and who you want them to go to.
To do this, you need to go into your discovery ads panel and choose audiences from the navigation menu. Click the pencil and choose Edit Ad Group Targeting. Here you can choose how far you want Google to expand your audience. When you’re satisfied, click Save.
Google Discovery Ads FAQs
I’ve answered the question, “What is Google Discovery?” Now, let’s take a look at some of the other most frequently asked questions.
How Much Do Google Discovery Ads Cost?
Google Discovery works with cost per view (CPV), so that’s how you’ll pay for your ads. A view is counted when someone interacts with your ad. In the case of a video ad, the view is counted when someone watches at least 30 seconds of your ad.
Google discovery ads appear on the Google app homepage, YouTube homepage, Watch Next feed, and Gmail promotions and social tabs.
What Does a Google Discovery Ad Look Like?
A Google discovery ad looks different based on its location. The example below is from the Google discovery newsfeed in the app.
How Are Google Discovery Ads Different From Google’s Other Ad Types?
There are two main differences. First, Google AI takes control of a lot of things for you. The AI plays around with your headlines, images, and messaging to determine what converts the best. You don’t have to manually do it if you don’t want to.
Second, these ads are more visual than most Google ads. Instead of just having text, you can display a high-quality image to go along with it.
Google Discovery Conclusion: Discover Your Potential
What is BrickSeek, and how can it help you get the best deals on some of the most popular products?
What Is BrickSeek?
BrickSeek is an application that allows users to search for sales and clearance sales in retail shops in their area.
Launched in 2014, BrickSeek started as a website to help Lego enthusiasts find hard-to-find pieces—on and offline. The website quickly evolved into a massive platform that includes inventory information on just about every product stocked by retailers.
You can choose to use the web-based version or the mobile app as BrickSeek supports Android and iOS.
While BrickSeek doesn’t support all retail brands at the moment, they do have access to inventory for retailers like:
BrickSeek uses product identification numbers like stock-keeping units (SKUs) and unique product codes (UPCs) to work its magic. With these, the software can find the best discount prices on specific products you want—for online and offline stores.
Besides showing you the best deals in your area, BrickSeek also shows the availability of all products stocked by most major retailers.
While you can use BrickSeek to browse store inventories, other features require you create a member account. Pricing starts at $9.99/month.
Why Should Consumers Use BrickSeek?
Now that you know what BrickSeek is, you’re probably wondering why you should even consider using the platform—especially the paid services.
There are two main reasons why you should use BrickSeek:
1. Saves Time (and Energy)
Tired of going from store to store looking for the best deal on products?
BrickSeek will take care of that for you with its inventory checker. With just a few clicks of a button, you can find out which stores offer the best deals. You can also learn whether they have the product in stock or not.
2. Saves Money
BrickSeek helps you save money by showing you the best deals on products. You also save money that you would have otherwise used to commute from one store to another.
Whether you’re a consumer or merchant, these two reasons are strong enough to make BrickSeek part of your tool kit.
How Does BrickSeek Work?
Thankfully, while it may seem like a daunting task to run through all the inventory of your favorite big box store, with BrickSeek, it isn’t. That’s because BrickSeek has a powerful inventory checker that digs into the inventory of the stores it supports.
From a user’s point of view, you have two options when it comes to using Brickseek to find deals:
1. Specific Search
To search for a specific product, you will need more information on the product than just its name. For best results, you’ll need metadata like the SKU, UPC, or model number of the product you’re looking for.
BrickSeek also allows you to filter out products by zip code, so you get the deals closest to you.
Once you’ve entered the product information, click on the “Check Inventory” button. BrickSeek will then give you information on:
Local stores that have the product in stock.
Available prices and best deals on products.
Number of products in stock at each store.
Do note there may be some minor discrepancies in rare cases of miscounts or server lag after inventory has been updated.
2. Browsing for Products
Another way of using Brickseek is by simply browsing trending deals.
This function is particularly useful if you’re a small business that deals in retail arbitrage. You can use it to find products that are in the clearance section. BrickSeek allows you to search by trending deals (online and in-store) and by categories to make the search easier.
What Effect Do Tools Like BrickSeek Have on E-Commerce?
The world of e-commerce is rapidly evolving, all thanks to technological advances in the industry. There has never been a better time for entrepreneurs to start an e-commerce store as the setup has become easy and affordable.
However, one of the main challenges budding e-commerce store owners face is finding the right products to sell, at the right price.
That’s where tools like BrickSeek come in.
Whether you’re looking for stuff to sell on platforms like eBay, Amazon, or any other platform you use for e-commerce, tools like BrickSeek streamline the process of finding what to sell. You can easily compare prices without having to leave the comfort of your couch. As a result, you speed up the process and get the best deals. These are all benefits you can pass on to your customers, giving you a competitive edge.
However, tools like BrickSeek are a double-edged sword. While they help e-commerce store owners find and sell more products, they also help savvy shoppers cut out the middleman. A simple visit to the BrickSeek website is all it takes for consumers looking for a great deal in-store or online.
BrickSeek started as a simple platform for finding Lego pieces. However, the platform has evolved into a powerful tool you can use to search through massive product inventories to find specific products, the best deals, and the local stores that stock them. To help you do that, BrickSeek has several nifty features. Here are some of the most prominent ones:
The inventory checker is by far the most used feature on the BrickSeek website.
As noted earlier, this allows you to browse through the inventory of the retail stores featured on the platform.
Recent Stock Changes
BrickSeek’s recent stock update feature shows inventory updates like availability and price. A significant advantage of this feature is it helps you compare prices in different stores and locations. If you’re a consumer, this enables you to get the best deals. If you use BrickSeek for business purposes, it helps you decide how to price the items you buy for resale.
Markdowns by Store
As the name suggests, this members-only feature shows you items that have been marked down in stores near you. The number of items displayed is dependent on your membership level.
When you access each store’s markdown deals page on BrickSeek, you’ll get information on each product that has been marked down. Apart from the product name and description, this information includes:
previous and newest detected prices
date and timestamp of the recent detection
the manufacturer’s suggested retail price (MSRP)
a stock status indicator
This information is essential in helping you know whether the product that’s been marked down is worth investing in.
Online Stock Alert
Is the product you’re looking for out of stock?
This is where the online stock alert feature comes in handy.
The online stock alert feature is reserved for users who have created an account with BrickSeek. This handy feature sends notifications when out-of-stock or hard-to-find items are available in a store near you. When a product you’re looking for is out of stock, BrickSeek will ask if you want to be alerted when the product is in stock.
For those in the retail arbitrage business, the online stock alert feature is a massive time-saver as you won’t have to hunt for a product physically. It also gives you an advantage over your competitors as you get notified first when popular and in-demand products arrive in stock.
With features like these, BrickSeek is definitely a tool you must include in your tool stack as an e-commerce store owner, especially if retail arbitrage is your primary business model.
Three Alternatives to BrickSeek You Must Know
As excellent a tool as BrickSeek may be, it’s always a good idea to look around for some alternatives. That’s why I want to make that search easier for you by highlighting some of the most popular BrickSeek alternatives.
Let’s get to them, shall we?
Dealspotr is one of the most popular BrickSeek alternatives and has been around since 2015. Dealspotr is a platform that finds coupon codes, discount sales, and promotions run by e-commerce stores listed in their store directory.
Besides their software that scours for deals, Dealspotr also has a large community of users who edit and verify the deals posted on the platform. This helps ensure all coupons and deals are current and legitimate. Another reason Dealspotr is so popular with users is that it rewards them for posting legitimate deals.
Another great BrickSeek alternative is Slickdeals.
Slickdeals is touted as the most trusted deals platform on the internet as real people source all deals. The community of deal seekers that power the platform is obsessed with uncovering the greatest deals and savings opportunities online.
What sets Slickdeals apart from other platforms is the vibrant community designed to make you feel like part of a tribe of like-minded people. Everyone on the platform can share, confirm, and comment on deals to make sure everyone benefits. You can also sign up to receive notifications of deals in your favorite categories.
Getting the best deals means finding the lowest-priced products. That’s exactly what PriceGrabber does.
PriceGrabber is a price-comparison site that allows you to compare prices on products in almost every category in retail. Whether you’re a merchant looking for inventory or a savvy shopper looking for a great deal, PriceGrabber is an excellent platform to turn to.
BrickSeek for Consumers Conclusion
With retail e-commerce sales at $4.9 billion last year alone, there’s no better time than now to hop on the e-commerce bandwagon. To catch up to players who have been in the game for long, you need an ace up your sleeve.
Leverage the platform to find the best deals around, and you’ll soon grow a thriving e-commerce business. BrickSeek will also help you personalize your inventory as you use it to find out what your customers are looking for.
Have you ever used BrickSeek or its alternatives in your e-commerce business?
Having a marketing plan isn’t enough for success. You need strategic marketing objectives to help you set, plan for and achieve your business goals. And you need to have them not just for your overall marketing plan but also for specific portions, such as paid social media marketing.
This guide will offer you a detailed breakdown of what marketing objectives are, what are the best practices for creating effective marketing objectives, and a few examples of what successful marketing objectives look like.
We have also included tips, tricks, and strategies to make your marketing plan more efficient with tried and tested marketing objectives.
You should tailor your SMART goals to your unique situation, but here’s an example to get you restarted on your marketing objectives:
Smart Goal Structure
S – Specific: Visits, Leads, or Customers
Do you want to increase traffic, nurture traffic into leads, or convert leads into customers?
M – Measurable: Provide a Number
Decide on an exact number to measure and increase.
A – Attainable: Understand Benchmark
Research your past analytics to make sure the goal is realistic with your resources.
R – Relevant: Relates Back to Overall End Goal
Make sure each goal relates back to overall end goal.
T – Timely: Include a Time Frame
Pick a date that is realistic to reach your goal.
Why Is It Important to Set Paid Social Marketing Objectives?
When you launch a paid social media marketing campaign, it’s essential to start with solid marketing objectives so you create a strong strategy to meet or exceed your marketing goals.
For example, if you want to increase your newsletter subscribers, focus on building a robust email sequence and craft marketing content in a way that should convince your audience to hit subscribe. Having this marketing objective clarifies your key goals and can help you build an effective social media marketing strategy.
If you don’t have any marketing objectives, you may end up wasting time, money, and effort on the wrong marketing campaign (for example, increasing passive visitors instead of engaged subscribers).
To better direct your resources toward building successful ad campaigns, you need to understand the types of marketing objectives you can set and what they mean for your business.
10 Types of Paid Social Media Marketing Objectives
Marketing objectives are crucial to clarifying and meeting your business goals. This section is here to help you narrow down your choices and dig deeper into what each type of marketing objective looks like in practice.
1. Marketing Objectives to Increase Brand Awareness
This is one of the most common types of marketing objectives. No matter how great your business is, if customers don’t know about you, they can’t buy from you. That’s why paid social media marketing objectives aimed at increasing brand awareness often come first, especially for new business owners.
Like other marketing campaign metrics, these can be customized and measured according to your key business needs. For example, if you’re a new brand looking to increase brand awareness, you need to tailor your social ad campaigns to attract new visitors.
Here are a few examples of what a brand awareness-based marketing objective could look like:
Increase social media visitors by 25 percent.
Improve page visits by 50 percent.
Increase the number of target demographic visitors by 20 percent.
Your website’s analytics page will offer you all the details about your progress (or decline in growth) so you can adjust your marketing objectives and strategies accordingly.
If you notice you’re falling short of the goals too frequently, it may be a sign you’re setting unrealistic goals. Try to reduce the number and see what happens.
2. Marketing Objectives to Increase Repeat Visitors
Attracting new visitors isn’t enough; you must find a way to make them stay (and eventually convert). If you’re at that stage, you can create marketing objective plans to improve on-page retention and increase your number of regular visitors.
Here’s what that goal could look like:
Improve click-through rates from existing visitors.
Increase social media engagement among regular users.
Reduce bounce rates to retain customers.
This graphic by CXL explains how to calculate your click-through rates.
Once somebody starts visiting your page regularly, that’s a great time to ask them to subscribe to a premium level of whatever you offer. They’re already a free subscriber showing interest in your products, so they may be more likely to subscribe to your paid service than new users who don’t know or care about your business.
Marketing objectives to increase subscribers could look like:
Increase subscribers by 15 percent over the next month.
Reduce unsubscription rates by five percent over the next three months.
If you’ve just launched (or are planning to launch) something new, here are a few marketing objectives you can set:
Increase new product landing page visits to 100,000 per day.
Boost social media engagement related to the new product by 40 percent.
Sell 25 new units per day through organic traffic.
Such marketing objectives and strategies are often time-bound and only last for a few weeks or months, but you should track them like you would a long-term campaign to learn what works and what needs to be improved upon for the next time you run a short campaign.
5. Marketing Objectives to Increase Sales
Now that you’ve launched your new product and successfully promoted it, it’s time to focus on increasing sales. Most companies across several industries think of increasing sales when they discuss marketing.
Although marketing can serve several purposes, most businesses primarily use paid social media campaigns to boost sales, so this step is quite important.
If you’re at a stage where you’re prioritizing sales, here are a few examples of marketing objectives aimed at boosting sales:
Increase conversion rates by three percent in the next three weeks.
Connect with 25 influencers to increase social media sales.
Increase affiliate sales by 12 percent in the next month.
These marketing objectives can be directly tracked by how many units or subscriptions you sell. We recommend keeping track of your results to know which marketing objectives and strategies work best for you.
6. Marketing Objectives to Increase Revenue
Even if your sales have increased, it doesn’t mean your revenue necessarily has. If you notice you’re not meeting your revenue goals, it’s time to devise new SMART goals, such as:
7. Marketing Objectives to Optimize the Conversion Funnel
Once you’ve set practical marketing objectives and begun working on your paid social media marketing campaign, you may notice the customers still aren’t converting. Maybe you’re attracting ample visitors, but your repeat customers are low. Perhaps you have a growing number of subscribers, but your customer acquisition cost is too high.
8. Marketing Objectives to Grow Your Digital Presence
Today, 2.14 billion people shop online, making digital marketing essential. If you have a successful brick-and-mortar business and want to expand your digital reach, this marketing objective could be right for you.
Here are a few helpful examples of what digital reach marketing objectives could look like:
Post four blog posts per month to drive audience engagement.
Understanding international markets can be tricky, so you may have to experiment with marketing objectives and strategies before finding something that provides the best return on your investment.
10. Marketing Objectives to Increase On-site Time
Once you have an effective conversion funnel that meets your sales, revenue, and engagement goals, you can look for ways to increase each users’ on-site time. The more time somebody spends on your page, the more they’re likely to come back and buy something from you.
For this, you can set marketing objectives like:
Reduce bounce rate by 4 percent every month.
Increase user reading time up to 30 minutes per visitor.
You can track how long visitors stay on your page through your website’s built-in analytics tool. Measuring your marketing objectives solely through on-site time can be tricky, though, as many people leave their tabs open or are too busy to give their full attention to your page. So, we recommend you don’t focus on this objective too heavily unless you’ve completed all the others we discussed above.
How to Pick Your Paid Social Marketing Objectives
Now that you understand the 10 essential marketing objectives, it’s time to choose one for your company.
Consider your business goals
When selecting a marketing objective, consider your business goals. Ask questions like: Do you need to increase sales, or should you prioritize social engagement?
Consider the entire team’s perspectives before honing in on one goal.
Narrow it down
Narrow your options to the top three choices you can work with.
Test your goals
Start with one to see what works and what needs to change. If your goals aren’t supporting your overall growth plans, tweak and try again.
Repeat the process with new objectives
Setting goals should be an on-going process, not a one-time deal.
Tips to Help You Meet Your Paid Social Marketing Objectives
If you want to increase the effectiveness of your paid social media marketing objectives, make sure you:
Periodically check in with your team members to make sure everyone’s on the same page.
Track your progress toward SMART goals to identify problems and possibilities for growth.
Include external experts’ suggestions to improve your process.
FAQ about Social Media Marketing Objectives
This guide covered a ton, but you’ve still got questions. Here’s a quick FAQ to help you get started.
Can my business have more than one marketing objective?
How many marketing objectives you set depends on your business goals and planning capacity. Larger businesses with bigger teams may be able to plan and execute multiple marketing objectives and strategies at once. In comparison, newer businesses with smaller teams might perform better by working on one goal at a time.
Who should set the marketing objectives for a successful social media ad campaign?
When you launch a new social media ad campaign, involve everyone in the decisions about marketing objectives. The leaders and managers should specify the big-picture goals, while the marketing team can dig deeper into the details of how to execute your businesses’ marketing objective plans.
What are the most important marketing objectives?
Every company prioritizes different goals at different stages of its growth. Creating brand awareness and expanding your digital reach could be solid marketing objectives to aim for if you’re a new business. If you’re an established company, increasing sales and profits may better serve your key business goals.
What to do if my business isn’t meeting any marketing objectives?
If you notice your company is consistently falling short of your marketing objectives, it’s a sign warning you to change strategies. If you’re significantly behind your goals, it may be better to change your marketing objectives entirely. Track your goal metrics, see where your plan is failing, and set SMART marketing objectives to improve accordingly.
How often can you change your marketing objectives?
For your marketing objectives to succeed in accelerating your business growth, they have to be effective and profitable. If you notice you’re spending increasing time and effort trying to meet your goals without seeing great returns, reconsider your marketing objectives and perhaps swap them for new ones.
Social Media Marketing Objectives Conclusion
Setting SMART marketing objectives can truly change the way you reach your target audience and encourage them to do business with you.
You need to be especially SMART about your objectives when creating paid social media marketing campaigns, as you’re spending money regardless of how well things go.