Digital Marketing Automation Versus Personalization

We are now in the age of artificial intelligence and machine learning. Augmented reality and virtual reality have both become an integral part of social media platforms. Facebook spearheaded AR glasses in partnership with Ray-Ban. The visual search engine, Pinterest, enabled AR try-ons for online makeup shopping. While Snapchat patented bitmoji fashion. Even chatbots are now dominant in messaging apps and significantly replacing shop assistants.

digital marketing speaker Hong Kong raises the question of whether digital marketing automation is much better than personalization. This is because automated shop assistants and chatbots are designed for a general audience persona and most common queries handling. They may very well provide efficient and fast ad targeting and customer service. But they may sometimes fail to identify the target audiences with complex concerns and high buying intentions. Below, let us discuss digital marketing automation versus personalization.

WHAT IS DIGITAL MARKETING AUTOMATION?

A social media agency Hong Kong defines digital marketing automation as software platforms using AI or machine learning to manage marketing tasks. These include email sending, messenger chatbots, social media posting, website management, etc. Using a single tool, advertisers and marketers can simplify ad targeting and client communication through digital marketing automation tools. The use of technology makes it easier for them to manage repetitive tasks. As such, they give advertisers and marketers more time for creative planning and operational efficiency. The key focus of digital marketing automation is efficiency, speed, and revenue. 

Some of the most famous digital marketing automation tools today are:

  • Customer.io
  • Exponea
  • Hubspot
  • Lead Squared
  • Marketo
  • Ontraport
  • Oracle Eloqua
  • Pardot
  • Sales Fusion
  • Sendinblue

WHAT IS DIGITAL MARKETING PERSONALIZATION?

Digital Marketing Personalization is addressing the unique needs and preferences of an individual consumer. It means tailoring a positive buying experience based on the online user’s browsing behavior, demographics, previous actions, and purchase history. It is also called one-on-one marketing. This is because digital marketing personalization analyzes ad and campaign targeting through individual online activities. The process largely depends on analytics and insights. It is about showing the right ads to the right person at the right moment. If the key focus of automated digital marketing is efficiency, speed, and revenue, digital marketing personalization focuses on the audience, suggestion, and timing. 

Digital marketing personalization is about building connections. It is not a straightforward marketing technique. Instead, it educates the audience first before promoting products and services. This makes digital marketing personalization very challenging. Advertisers and marketers need to spend time researching the pain points of their buyer’s persona. Afterward, they need to formulate the problem and highlight a brand as the best solution for the problem. By bringing the audience to the buying journey through authentic stories and testimonials, such a process converts the audience into loyal customers of a brand or business.

DIGITAL MARKETING AUTOMATION VERSUS PERSONALIZATION

Today 9 out of 10 marketers use one or more digital marketing automation tools. They were able to decrease marketing spend by 12.2% and increase sales productivity by 14.5%. These tools have also resulted to boost lead qualifications by 451%. The main challenge with digital marketing automation is delivering personalized content. They perform best when it comes to general and repetitive tasks. But they cannot appeal to unique customers as salespeople do. The integration of data, lack of technological skills, and technology shortfall also serve as barriers to digital marketing automation.

Modern consumers are very smart and a lot of choices are available to them because of the stiff market competition. Social media platforms pave the way to discovering new brands, products, and services through personalized ad targeting. Personalized emails increase transaction rates by 600%. Digital marketing personalization reduces acquisition costs by 50%. They have also facilitated sales conversion among 44% of a targeted audience group and other CTAs by 202%. These are the reasons why big corporations like Coca-Cola, Netflix, Sephora, and Wells Fargo, together with 89% of global digital businesses, prefer digital marketing personalization. 

THE BOTTOM LINE

Both digital marketing automation and personalization have proven to work among brands and businesses today. The key to a successful digital marketing strategy is to use both automation and personalization to complement each other. Automation makes it easier for businesses to manage repetitive marketing tasks. They have also allowed brands to provide 24/7 online customer support. 

But no technology can ever replace the human touch. As modern consumers seek self-service tools, they also crave special and unique interactions. Personalization is the answer to such a need. By evoking customer emotions through personalized ads and campaigns, marketing can most likely result in higher conversions. 

If you are called to choose between building communities and selling, we recommend choosing digital marketing personalization over automation. Efficiency and speed can greatly result in revenues. But focusing on the audience builds brand loyalty and trust, which, moving forward, can greatly sustain a business.

Reference: https://increasily.com/choose-marketing-personalisation-over-automation/

How to Generate Leads and Inquiries Online

More than half of global marketers allocate a budget for lead generation. There are 3 major strategies that they use to generate leads. These are through email, events, and content marketing. Around 82% believed that content marketing is the most important tactic. But the major question is – how do you generate leads and inquiries online? Here’s how!

According to a social media agency Hong Kong, it only takes 6 hours daily to reap the benefits of lead generation in social media. Having a content calendar for Facebook, Instagram, LinkedIn, and Twitter can even shorten up the time. The process also includes tracking inbound leads from Google and YouTube. Below are some techniques every brand or business should use to generate leads and inquiries online.

Email Nurture Campaign

If you want to sustainably generate leads and inquiries online, an email nurture campaign can get you closer to making people say “maybe” and then “yes” to your products and services. They can also keep your brand on top of their minds. 

There are 8 types of emails that you should include in your campaign. 

  • Welcome email to start a partnership.
  • Dedicated email for one-time offers.
  • Email newsletters for your brand’s updates.
  • Promotional emails to recommend blog posts, discounted offerings, eBooks, webinars, etc.
  • Re-engagement email to establish connection and goodwill among inactive followers or subscribers.
  • Review requests from happy customers to build up user-generated content (UGC).
  • Sponsorship email to display paid ads.
  • Transactional emails to complete a customer’s action. These may include a welcome email after someone registered on your site, a thank you email after making a purchase, etc.

Some pro-tips for an email nurture campaign are to ask what you want your customers to feel, direct your customers to a clear call to action (CTA), and use templates to speed up delivery.

Explainer Videos

As the attention span of modern consumers dwindles, people no longer have the patience to read long blog posts. People are more likely to engage with a brand’s product or service if there is an explainer video on how it works and the benefits they give. Reports showed that 66% of people prefer short videos in learning more about products and services. Around 84% of them were convinced to make a purchase after watching. 

To make explainer videos more effective, a video marketing agency Hong Kong recommends trying to keep them as short as 60 seconds. Putting a clear call to action in the middle of the roll results in the highest conversions. Brands and businesses should also repurpose and reuse videos creatively in different forms.

How-To Guides

How-To Guides are outlines of a step-by-step process that someone has to follow to complete a task. They help earn repeat business and a sense of trust with your customers. Before creating how-to guides, search the web to see if they already exist. Duplicating content may be confusing to searchers. They can also affect the SEO of your website. Ensure that you use eye-catching designs that are easy to download and understand.

Landing Pages

A landing page is a dedicated page on a website where customers touch down after clicking an email or paid ads. They are also designed to be SEO-friendly and to capture organic traffic. Thus, landing pages are all about conversions and destinations. To generate leads and inquiries through landing pages, here are the basic elements that it should include:

  • An attention-grabbing headline
  • At least 2 compelling CTAs positioned in a prominent space
  • Compelling design through a combination of colors, fonts, and imagery
  • Hyperlinks in the body copy for backlinking
  • Subheadings for ease of reading
  • Targeted contact forms
  • White spaces to promote clear messaging

Long-Tail Search Queries

Long-tail search queries are great SEO tactics. They work both for text and voice searches. A digital marketing speaker Hong Kong defines them as keywords or key phrases of very specific searches among online users. They do not generate much traffic, but they usually have higher conversion rates. This is because the more targeted your content marketing is, the greater is the chance to find your desired customers. Long-tail keywords and key phrases tend to be problem-based. They offer solutions that customers are more likely to buy in the future. Some pro-tips to creating long-tail search queries are building trust through helpful and well-researched content, creating a blog post that responds to long-tail keyword searches, and showcasing the solutions offered by your products and services.

Social Media Competitions

There is no better way to increase brand loyalty, engagement, and followers on social media than running competitions or contests. They can also boost generating leads and inquiries online. Such promotions are aimed at the follower and target audience of a brand or business in social media. As they offer prestige and prizes, it is a great opportunity to capture helpful information from the participants. To drive leads, make sure you capture the data of entrants for future targeting. Keep the mechanics accurate and simple. Offer relevant prizes to further promote the branding of your niche.

Webinar

The word webinar is a blend of two words – “web” and “seminar.” It means a virtual event discussing topics among a small group of online audiences. Hosting purchase-driven webinars can greatly help generate leads and inquiries online. As you educate your target audiences, they add value to your products and services. The key is to capture their data by including important contact details all throughout. Ensure that your slides are branded and make it easy for participants to ask questions.

Reference: https://www.socialmediatoday.com/news/marketing-for-winners-7-powerful-ways-to-generate-leads-inquiries-online/603204/

Boosting SEO: What SEO Is, How It Can Benefit Your Business, and Why You Should Prioritize SEO for Your Brand

SEO, or Search Engine Optimization, is a crucial part of digital marketing. It is important to ensure that your online platforms are properly optimized to boost your online presence. However, even if you may have a basic understanding of what SEO entails, it can still be difficult to fully grasp and employ in your digital marketing practices.

There are many elements and factors that go into Search Engine Optimization, and having a clear idea of what they are is key to knowing how to properly implement them. It is important to do SEO because it helps your website become more visible to audiences across the Internet. If you have a stronger online presence, this leads to more traffic to your platform, which leads to more opportunities for your business to convert potential customers..

SEO is a valuable tool for building relationships with your audience, enhancing brand awareness, and establishing you and your brand as an expert in your industry. 

Importance of SEO for Businesses

SEO is important for all sorts of brands and businesses as it helps a brand perform better on the Internet. Here are some of the main reasons why businesses should start prioritizing their Search Engine Optimization strategies. 

Increases visibility and website rankings

As mentioned above, SEO has the ability to increase your rank in the search engine, which boosts your visibility. Visibility and ranking are directly correlated, and the higher you rank on the search engine result page, the more likely you are to attract potential customers. It has been found that over 25% of people who surf online never click past the first page of the search engine, so visibility is a crucial factor in determining your website’s performance.

Amp up web traffic

One of the main goals of SEO is to increase your brand or business’s website traffic. This is accomplished through increasing visibility and rankings. Roughly 33% of website clicks are directed towards the first ranking page, and over 75% of all clicks go to the first five websites on the search engine results page. 

Establishing your authority in your industry

Authority is relatively new in the field of SEO, but it is a factor that many web users look at and prioritize. Because of this, search engines have also begun prioritizing it when it comes to ranking sites online. 

Authority indicates that your website is top-notch, relevant, trustworthy, and produces valuable content. The higher your authority is, the higher your ranking on the search engine would be. Higher authority also means more trust from your audiences, which is extremely important for a brand to have.

The Power of SEO to Create a Great User Experience

Having a website requires you to come up with engaging and high-quality content, and optimizing your website with on-page SEO enhances your site’s usability. This creates a seamless, hassle-free experience for your visitors, and this influences your site’s ranking online. 

A seamless user experience means to make your site fit for both mobile and desktop viewing. This also means to ensure that your website loads quickly, so as to not put off visitors and discourage them from visiting due to long wait times. By implementing these, you will lessen your bounce rate, and visitors are more likely to stay on your site. An estimate of 50% of consumers prefer to visit a page that loads within two seconds, and those with longer load times lose more visitors.

Tips to Boost SEO

  1. Track your metrics using a program that can be integrated with Google Analytics

Google Analytics is a straightforward and easy-to-learn platform that can help you monitor your performance online. These metrics can inform you of which pieces of content work best with your audience, and they can even indicate what makes them stay on your site for longer. 

  1. Search for low-performing pages and add in fresh, new content that people genuinely like and want to read

Just like a branch that needs to be pruned, a website needs to be checked for low-performing content. You must provide your audience with valuable pieces of content that they would enjoy consuming. Not only does this boost SEO, but it also enhances user experience on your site.

  1. Center your content around a primary keyword and use relevant secondary keywords

Do keyword research to find keywords that your audiences search for and to discover which keywords are the best-performing online. Using keywords in your content can boost its visibility, which, in turn, would lead people to your site.

SEO can be tricky to master, but it’s not impossible. Now that you know the benefits of Search Engine Optimization, use these tips to guide you and help you build your own SEO strategy. Better yet, consult and work with a team of SEO experts or digital marketers who can help you elevate your brand’s online presence.