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Archive for the ‘Strategy and Brand Building’


Facebook Ads vs Google Adwords. 7 key criteria to decide 0

Posted on June 12, 2017 by Rob Petersen

facebook ads vs google adwords

Facebook Ads vs Google Adwords. Consider these facts.

  • Digital ad revenue in the U.S. grew by more than 20% last year to a record $72.5 billion. (IAB)
  • Google and Facebook accounted for almost 100% of all the growth in U.S. digital ad revenue last year. (IAB)
  • Google and Facebook are predicted to make $106 billion from advertising this year, almost half the world’s digital ad spend. (eMarketer)

The facts state, if you do any digital advertising, you likely to be using Facebook Ads or Google Adwords.

Should you be using one? Or the other? Or both? Which one and why?

Facebook Ads vs Google Adwords. Here are 7 key criteria to decide.

  1. AUDIENCE: SEARCHERS OR FRIENDS AND FANS? Google now processes over 40,000 search queries every second on average. This translates to over 3.5 billion searches per day and 1.2 trillion searches per year.  For Facebook, 1.28 billion people log on daily, an 18% increase year over year. Both numbers are huge. But the Google user is looking for something specific. Facebook’s audience is looking to find out what others, mostly people they know, are doing and saying.
  2. MESSAGE: NEEDS OR INTERESTS? With every Google search query, someone is looking for something to meet a need. Google is trying to answer that question, based on keywords for the product or service that meets that needs. And the advertiser with the most competitive bid for that keyword. On Facebook, people share almost every conceivable detail of their lives. They consume content that aligns with a huge range of personal interests, beliefs, ideologies, and values. And Facebook knows better than anyone, what are their interests and value to best connect with a business’ solution.
  3. BUDGET: KEYWORDS OR CAMPAIGNS? Facebook Ads vs Google Adwords. Both are very affordable because both are based on Cost Per Clicks (CPC) set by a predetermined budget of your choice. The Google budget is based on keywords and the bid for those keywords. With any ad buy, Google lets you know the bid for a keyword that gets the best ad position. Although costs are fixed and controllable, there are a few variable to manage to get the best value for your ad investment and not overpay. Facebook very simply lets you know what you will spend by day for the predetermined budget on your choice. However, Facebook asks you to first answer questions about what you are trying to do. Is it create awareness, drive conversions, generate Likes? There is less risk of overspending but there is some specific direction that has to be decided first.
  4. MEASUREMENTS: MEDIA OR SOCIAL? Measurements are different so there is a learning curve. To measure effectiveness, Google Adwords uses more traditional digital media measurements like: 1) Impressions, 2) Clicks, 3) Click Thru Rate and 4) Conversions. Facebook uses metrics based on social interactions like: 1) Reach, 2) Engagement, 3) Page Views and 4) Likes. Although both measure Conversions, Google Adwords allows for multiple Conversions.
  5. TYPE OF BUSINESS: B2C OR  B2B? Facebook ads vs Google Adwords. Facebook is more consumer-oriented because people log-in frequently to see what their friends are doing. While they may log-in from work so business interests are also on their mind, Facebook is inherently more B2C. Google is both B2C and B2B because it is based on keywords that represent a need that either a B2C or B2B target is searching.
  6. BUYING CYCLE: TOP OF FUNNEL OR BOTTOM OF FUNNEL: The stages of the Purchase Funnel are: 1) Awareness, 2) Opinion, 3) Consideration, 4) Preference and 5) Purchase. Because Facebook is more interest-oriented, it is more of a top of the funnel advertising solution. Google Adwords, being more needs-based, it s more bottom of the funnel.
  7. ROI: RETURN ON AD INVESTMENT: With either Facebook ads vs Google Adwords, the tracking is established to track your visitors from their initial contact with your ad; whether they went to the desired destination you drive them and take the action you want. You should know how many who take that actions result in a purchase. If you do, you will know the ROI of your ad investment with either Facebook ads or Google Adwords.

Facebook ad vs Google Adwords. Do these criteria help you decide which is better suited for your needs. Do you need help with your Facebook or Google ad buy?

 

16 ways to ramp up SEO search rankings in 20 days (Infographic) 0

Posted on June 05, 2017 by Rob Petersen

seo search rankings

SEO search rankings refer to a website’s positions on search engine results pages (SERP). There are various ranking factors that influence whether a website appears higher.

To increase SEO search ranking with a plan, SEO Reseller has quantified and qualified it with specific steps and a plan. And they have created an infographic to be your blueprint to make sure you know what to do. With keyword research, you’re ready to get to work.

Here are 16 ways to ramp up your SEO search rankings in 20 days in a brief summary and then the infographic.

DAY 1 TO 3: SET UP YOUR SITE FOR SEO SEARCH RANKING

  • 79% of customers are less likely to repeat from a site with low speed performance
  • Speed up your site by removing unnecessary plugins, JavaScript and templates (CSS)
  • Optimize for mobile-friendliness with a responsive design
  • Implement Google AMP (Accelerate Mobile Pages) to deliver a better experience to users

DAY 4 TO 8: FOCUS ON CONTENT DEVELOPMENT

  • 89% of B2B marketing use content marketing as part of their strategies
  • Find relevant keywords, use visuals, videos and infographics and create clear calls to action
  • Implement Schema Markup, code (semantic vocabulary) that you put on your website to help the search engines return more informative results for users; choose a specific schema that best describes your business

DAY 9 TO 11: OPTIMIZE LOCAL LISTINGS

  • Google local listings are taking up more space than organic
  • Optimize your Google My Business
  • Optimize your Yahoo Local
  • Optimize your Bing Places for Business
  • Optimize your Yelp and manta profiles
  • Use Localeze to insure business information consistency

DAY 12 TO 14: GET REVIEWS

  • 68% of customers are likely to trust a business if they read a positive review about it
  • Get users to review you
  • Get vouched by local institutions

DAY 15 TO 20: GO SOCIAL AND MOBILE

  • Get on social media networks
  • Optimize for mobile-friendliness
  • Tap into your YouTube traffic

Below is the infographic so you have a visual reminder.

Do these ways to ramp up SEO search rankings make sense to you? Are you ready to get started? Do you need help with your SEO search rank?

SEO search rankings infographic

31 facts on winning new business pitches for ad agencies 0

Posted on May 22, 2017 by Rob Petersen

winning new business pitches

Winning new business pitches is a key barometers of success for any ad agency.

On Google, if you search the phrase, how to win an ad agency pitch, you’ll find 11.7 million entries. That’s means a good number of people are looking for the answer to this question.

In the titles of these entries, you’ll find words such as “rules,” “playbook,” “guide,” “tips” and “tactics.” In other words, someone’s else opinion.

This article doesn’t pretend to have that wisdom. Instead, here are 31 facts on winning new business pitches broken out into categories so you know by the numbers;

  • What are chances for success
  • What works against you
  • What works.

WHAT ARE CHANCES FOR SUCCESS

  1. 96% of ad agencies have participated in a new business pitch. (Provoke Insights Study)
  2. 49% are general ad agencies and 23% are digital, 9% are brand consultancies and 8% are media. (Provoke Insights Study)
  3. Average closing rate in the U.S. is 43%. (Cubeyou)
  4. New business pitches cost ad agencies between $15,000 and $20,000 to prepare. (Cubeyou)
  5. The average amount of work that goes into each proposal is 150 hours. (Cubeyou)
  6. Small to mid-sized receive 10-12 requests for proposals (RFPs) a year. (Cubeyou)
  7. 299,000 Google results for “best advertising blogs.” (Peter Levitan)

WHAT WORKS AGAINST YOU

  1. 80% of agencies say the New Business Director lasted less than 2 years. (Smart Insights)
  2. 66% have no methodology or business development plan for winning new business pitches. (Smart Insights)
  3. 53% of clients investigated 6 or more agencies in addition to your agency for the preliminary review. (McKinsey)
  4. 48% of clients said their previous agency relationship lasted less than 2 years. (RSW/US)
  5. 47% of ad agency professionals are dissatisfied with their agency’s current approach to winning new business ptiches. Unrealistic timelines and long hours are the primary reasons. (Sanders Consulting Group)
  6. Average Client-Agency Relationship has shrunk from 7.2 to 2.8 years. (Media Post)
  7. Average CMO tenure has decreased from 48 month to 44 months. (Spencer Stuart)
  8. 33% of the CMO’s in the study are new to their job as of 2015, the largest percentage since 2004 (Spencer Stuart)
  9. Clients typically invite 3 agencies to pitch when there is a full-blown review. (RSW/US)
  10. Most clients take 2-3 months before a final appointment is made. (HubSpot)

WHAT WORKS

  1. The best marketing and advertising agencies in US close on average 85% of the pitches and participate in 6 times more than the other agencies. (Cubeyou)
  2. Creativity and Strategic planning represent more than half of the total cost. (Cubeyou)
  3. To improve strategic planning, agencies say important areas to apply resources are: 57% against the target audience, 53% for competitive intelligence, 53% for industry trends, 47% for industry intelligence and 42% for social listening. (Provoke Insights Study)
  4. 96% of executives said “chemistry” was the key factor. (Launch Engineering)
  5. 82% of executives select an agency who they believe “differentiated” themselves from other agencies. (Launch Engineering)
  6. 61% of executives said the agencies they’ve selected had a confident, articulate team. (Launch Engineering)
  7. If you close 60% of your new business pitches, your new business effort will be profitable. (Cubeyou)
  8. 50% of executives suggested agencies need to develop “a new business culture.” (Launch Engineering)
  9. Clients generally enjoy the process of looking for a new agency, with 41% of respondents saying they either “look forward to it” or “enjoy it.” (RSW/US)
  10. 41% are not happy with their current agency’s strategy and thinking; 40% cite lack of pro-activity; 39% are not happy with creative and 33% are looking for new ideas. (Holmes Report)
  11. 39% of executives said passion for the client’s business, demonstrated by a “seamless link between strategy & creative.” (Launch Engineering)
  12. Only 33% of executives said brilliant creative was enough to win the pitch by itself. (Launch Engineering)
  13. 23 of agency appointment now involve a procurement specialist, so don’t ignore them. (RSW/US)
  14. 22% of clients use a roster system, suggesting that most clients use other means to learn about the strength and value of agencies in consideration. (RSW/US)

Do this facts on winning new business pitches make sense to you? Do facts serve as a better guide than rules and playbooks? Do need help winning new business pitches or selecting the right agency for your business?

52 ecommerce stats every business should know to grow 0

Posted on May 08, 2017 by Rob Petersen

ecommerce stats

Ecommerce stats show we buy more online from more devices in more places and at more times of the day than ever before. And this migration is going to continue.

But ecommerce consumers are savvier. They have high expectations and demands that, if not met, cause them to go elsewhere and not likely to return.

To help your business get the most from this movement, here are 52 ecommerce stats every marketer should know to grow.

WHO BUYS? AND HOW MUCH?

  1. $394.9 billion are ecommerce sales for 2016, an increase of 15.1 percent from 2015. (U.S Department of Commerce)
  2. 191.1 million U.S. online buyers. (Statista)
  3. 98.9 million online buyers who have purchased at least once via a mobile device (Statista)
  4. $1,800 in the U.S. and $1,600 in the U.K. is how much the average eCommerce consumer spend per customer over the course of the year  (Statista)
  5. 80% of the US population has made an online purchase; 50% have made more than one. (Business Insider)
  6. 67% of Millennials and 56% of Gen Xers prefer to shop on online rather than in-store. (Big Commerce)
  7. 54% of online purchases are made by Millennials. (USA Today)
  8. E-commerce sales in 2016 accounted for 8.1% of total sales compared to 7.3% of total sales in 2015. (U.S Department of Commerce)

WHAT ARE BUYING BEHAVIORS?

  1. 51% of Americans prefer to shop online. (Big Commerce)
  2. 58% of consumers say their least favorite part of shopping online is paying for shipping. (Small Biz Trends)
  3. 55% of consumers would rather interact with technology in store than a sales associate. (Forbes)
  4. 49% of parents say they cannot live without online shopping. (Big Commerce)
  5. 46% of online shoppers read social media reviews and blogs before purchasing online. (Selz)
  6. 46% feel online review help make them feel confident about their purchase and 45% feel they make companies be accountable to their customers. (Pew Research)
  7. 39% of Americans have shared their experiences or feelings about a commercial transaction on social media platforms. (Pew Research)
  8. 30% of all products ordered online are returned as compared to 8.89 percent in brick-and-mortar stores. (Small Biz Trends)
  9. 25% of online shoppers are age 54 or older. (IBM)
  10. 23% of shoppers are influenced by social media recommendations/reviews. (Big Commerce)

WHERE ARE WHEN DO THEY BUY?

  1. 85% of customers start a purchase on one device and finish it on another. (Google)
  2. 82% of Americans consult online ratings and reviews when buying something for the first time. (Pew Research)
  3. 72% of Millennials research and shop their options online before going to a store or the mall. (Forbes)
  4. 65% of Americans indicate that when they need to make purchases they typically compare the price they can get in stores with the price they can get online and choose whichever option is cheapest. (Pew Research)
  5. 62% of smartphone users have made a purchase online using their mobile device in the last 6 months. (Outer Box)
  6. 44% of retail internet minutes were spent using a smartphone device, while 11% were spent using a tablet, as compared to just 45% spent using a desktop. (IBM)
  7. 43% of online shoppers have made a purchase while in bed. (Big Commerce)
  8. 43% of e-commerce traffic comes from Google search (organic) and 26%  comes from Google Adwords. (Wolfgang Digital)
  9. 40% of Americans (and roughly half of those under the age of 50) indicate that they nearly always turn to online reviews when buying something new. (Pew Research)
  10. 23% of online shoppers have made an online purchase at the office. (Big Commerce)
  11. 20% of American online shoppers have purchased from the bathroom. (Big Commerce)
  12. Only 11% of users access the Internet via desktop only – almost all users are using multiple devices. (comScore)
  13. 22% of consumers spend more as a result of using digital; just over half of these shoppers report spending at least 25% more than they had intended. (CMO)

WHAT ARE EXPECTATIONS?

  1. 92% of U.S. customers would consider delivery within 2 days to be ‘fast delivery’, but only 18% would consider delivery within 5-7 days as fast. (Criteo)
  2. Over 90% of people buying on Amazon wouldn’t purchase an item with less than three stars. (Feedvisor)
  3. 75% of reviews on eCommerce sites give the full 5 stars. (YOTPO)
  4. 71% of shoppers believe they will get a better deal online than in stores. (Selz)
  5. 69% of online shoppers want more reviews from ecommerce sites. (Big Commerce)
  6. 66% of online shoppers have decided not to buy an item because of shipping costs. (Big Commerce)
  7. 44% will abandon their shopping card if the shipping cost is too high or if there are unexpected additional charges. (Receiptful)
  8. 40% of customers are fine interacting with chatbots. (Forbes)

WHAT CAN YOUR BUSINESS DO TO BENEFIT?

  1. Using product videos on eCommerce sites can increase product purchases by 144%. (Small Biz Trends)
  2. 88% of shoppers characterize detailed product content as being extremely important. (Forbes)
  3. 74%of small business websites have no eCommerce. (Small Biz Trends)
  4. 60% of shoppers actually read your return policy before completing a sale, and the return policy ultimately influences 80% of the sale. (Small Biz Trends)
  5. 60% of consumers have completed a “buy online” to “pickup in-store” purchase via mobile. (Forbes)
  6. 50% of mobile coupons that are redeemed are captured from a retailer’s site by the consumer. (Neilsen)
  7. 58% of the Top 1000 US online retailers send welcome emails. (Internet Retailer)
  8. 39% of smartphone users have redeemed at least one digital coupon in the past year. (Neilsen)
  9. 30% of mobile shoppers abandon a transaction if the experience is not optimized for mobile. (Marketing Profs)
  10. 30% of mobile coupons are obtained from specialty sites like Groupon and Living Social. (Neilsen)
  11. 20% of grocery store sales are expected to come from online by 2025. (CNBC)
  12. At least 15% of retailers will offer a price match guarantee. (Biz Journals).
  13. Online sales in the United States are expected to reach $523 billion, up 56% from $335 billion in 2015. (Forrester)

To know what’s next in ecommerce, here is an infographic from the Villanova School of Business.

Do these ecommerce stats you see how your business can benefit. Do you need building an ecommerce plan for your business?

ecommerce stats

4 best practices for building a referral network (Infographic) 0

Posted on May 01, 2017 by Garret Norris

Referral Network

Referral network refers to a group of business owners and professionals who try to promote each other to gain more leads and sales. It’s a highly effective strategy for building business because it’s based on trust. Here’s why it works:

  • 92% of people in business trust referrals from people they know
  • 87% of front line sales reps, 82% of sales leaders and 78% of marketers agree that referrals are the best leads you can get
  • 86% of companies with a formalized referral program have increased revenues over the past 2 years (Source: Digital Intelligence Today)

What’s the best way to create one? Here are 4 best practices for building a referral network with an infographic.

  1. CONNECT WITH PEOPLE RELATED TO YOUR INDUSTRY: The first step to building a referral network is to dedicate time to meeting people in and outside your industry. To determine who this should be, ask yourself: What sort of products or services would your customers benefit from the most? Who are the best people to provide those products or services? Who are the best local providers for such products or services? What value can you provide for their customers?
  2. SEGMENT YOUR REFERRAL NETWORK: Evaluate connections and divide them into three segments: 1) Those most likely to need what you offer, 2) Related businesses in the same industry or who have the same Buyer Persona and 3) Totally unrelated businesses but important to your customers.
  3. HAVE A CHECKLIST FOR GIVING REFERRAL: When you give a referral to your one of your customers, base it on the following considerations: 1) RELEVANCE: Make sure a referral you give is relevant to their situation, 2) QUALITY: Refer only those who deliver on what they promise and 3) AUTHENTICITY: Avoid overrating a referral and keep your customer’s need the priority.
  4. MAXIMIZE VALUE OF YOUR REFERRAL NETWORK: Building the referral network is half the work.  You need to learn how to use the network so you and your connections can mutually benefit from the gains of each other. Consider: 1) Collaborating with people in your network on an assignment, 2) Use their products or services and 3) Offer them an incentive to use you on one of their assignment.

If most sales and marketing professional rate a referral network as their most effecting business building asset, why wouldn’t you have one?

Below is the infographic from Business Coaches Sydney on building a referral network for your business.

Do these best practices help you in creating one?

Referral Network

About the Author, Garret Norris: For over 15 years Garret has been one of Australia’s leading Corporate Sales, Management Training and Coaching organisations. Garret has been improving the performances of business Managers, Leaders and Sales Teams. Garret simply gets results!

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    BarnRaisers builds brands with proven relationship principles and ROI. We are a full service digital marketing agency. Our expertise is strategy, search and data-driven results.



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