Chatbot

Chatbot In Business: What Is It? What Are The Advantages?

Chatbot

Among the automated solutions that make customer service more operational to answer simple questions, the chatbot stands out as an essential tool. However, many companies are wondering how to set up a chatbot, what are its real advantages and above all which device to choose among the many that exist on the market. To make your choice, here is a complete guide on chatbots with finally the presentation of 5 tools to consider.

Chatbot definition

Chatbot in its first definition is a computer program capable of exchanging with humans, orally and in writing, whether on a website or an application. When arriving on one or the other the Internet user is offered a conversation to answer his question. The chatbot generally asks how it can help by suggesting different possible questions.

Although it comes close, the chatbot should not be confused with a “conversational agent”. This software is itself capable of conversing with humans, we then speak of automatic language processing (TALN), which is most often associated with a visual representation, of the avatar type.

Types of chatbots

There are thus different types of chatbots:

  • The conversational bot: as explained above, it answers questions that follow a particular logic and subject (an IT need, the status of an order, a breakdown, etc.).
  • The voicebot: this computer program is equipped with artificial intelligence (AI) which allows it to receive and formulate messages by voice.
  • The virtual agent: this software comes in the form of an avatar which can be the interface for customer service.
  • Business chatbots: they are specifically at the service of companies in order to automate time-consuming tasks without added value.
  • Personal assistants: such as the famous Siri, Google Home or Alexa, they understand spoken and written natural language and perform actions using machine learning.
  • Media chatbots: they do not need natural language understanding and primarily take into account keywords.

Advantages and disadvantages of implementing a chatbot for your business

All business innovations should be considered in terms of their long-term effectiveness and relevance to what you’re selling. The same is true for a business chatbot. Let’s take a closer look at the pros and cons.

The advantages of a chatbot

In general, a chatbot improves the quality of service through an intuitive tool available 24 hours a day. In this, it is an element of self-care in the same way as your FAQ. Your advisers no longer waste time answering basic questions and can concentrate on tasks with higher added value and on complex questions that customers ask themselves. These are also conducive to upselling or cross-selling. At the same time, the chatbot’s first filter gives teleconsultants the possibility of tracing the identity of the caller and the essence of their concerns, to offer them appropriate solutions.

To stay on the sales side, chatbots also allow you to place an order in a few requests, without having to search the site or call an advisor.

In the same vein, favoring simplicity: a chatbot is a tool of proximity and responsiveness to the user that can be integrated everywhere (website and smartphone, and even voice assistants under certain conditions ). Asking customer service for help becomes easier and faster. Thus, according to Botnation in 2021, 59% of consumers appreciate this facility.

Note that, according to an Adobe study in 2018: 28% of the most successful companies use artificial intelligence for their marketing and that this trend has been accelerating over the last 3 years.

Summary of the benefits of chatbots for your business:

  • Improves the quality of service
  • Is accessible at all times
  • Reduces customer service costs
  • Promotes sales
  • Serves as a filter for questions
  • Allows you to keep data

Disadvantages

The human always represents an added value that the chatbot cannot have. Thus, faced with a dissatisfied customer, the know-how and experience of the human being will necessarily remain superior to chatbots.

So much so that the main limitation of the chatbot is in its design: artificial intelligence has not yet evolved to the point of taking advantage of human intelligence and having the flexibility and analytical capacity of males. Generally speaking, customers prefer humans to chatbots to answer their queries, as 84% ​​of users hate having their questions misunderstood, which happens very regularly.

What is the price of a chatbot?

Buying a chatbot requires taking into account several factors in its price, such as:

  • The product : prices vary between 250$/month to 2550$/month depending on the demand for the chatbot and its functionalities.
  • The configuration of the solution upstream , before the implementation in the system of the company: 760$ to 7850$/day.
  • Training: you have to be trained in the use of this tool, the support will of course be included in the monthly subscription. A 3-day training costs around 3000$ per person.

Introducing 5 chatbot tools

Here is a selection of tools available on the market, with their main features.

1. ZENDESK ChatBot

This very popular live chat tool is used by large companies: Uber, Airbnb, Slack, Shopify, etc. It offers several services:

  • Communication: for the support or sales team, the chat makes it possible to follow customers and exchange with them at the right time.
  • Organization: the chatbot filters questions immediately, so that customers receive help as soon as possible and agents are not overwhelmed.
  • Customization: Every business can create a custom chat widget for end users to give visitors a unique and seamless experience.
  • Analytics: Track chat volume, visitor experience, and agent performance data in real time.

2. YEXT Chatbot

Yext Answers is a revolutionary site search product that understands natural language and drives consumer conversion with accurate answers on a website. And this, directly in the search results. It is used for example by Burger King, Fitness Park, etc. Yext notably allows:

  • Increase the conversion rate and offer direct answers and calls to action to customers at the key moment.
  • Collect data from every query and response so you don’t miss any opportunities to interact with customers later and increase sales.
  • Reduce customer service costs with a help desk that understands natural language and goes beyond a basic Q&A chatbot.

3. Chatbot DYDU (Do you dream up)

Dydu is a conversational software: chatbot, callbot, voice bot. It is used by large companies. Thus, Dydu allows companies to deploy a true automated conversational strategy, from customer service to all areas that may need it (legal responses, HR department, finance, IT, etc.). In this way, he:

  • Promotes excellent customer/user interaction (98% qualification).
  • Allows a 24/7 and immediate customer service.
  • Optimizes processing costs .
  • Drives a greater employee experience by answering complex questions.

4. IADVIZE Chatbot

This solution is also used by large companies. Its offer provides you with, among other things:

  • An omnichannel and unified experience to give visitors a premium, rich and seamless messaging experience across their preferred channel. This avoids imposing on them a tool that they do not like or do not use frequently.
  • Expertise and authenticity: the tool connects visitors to the best advisers thanks to perfect orchestration (product experts, connected salespersons in stores, after-sales service advisers or chatbots equipped with AI respond to customers at each stage of the journey).
  • Scalability to follow the evolution of the company by taking advantage of the best of humans and AI.

5. INTERCOM Chatbot

Intercom is the partner of digital giants like Amazon, Facebook, IBM, and Microsoft among 25,000 other companies. This tool is all about the power of the conversation with customers:

  • This chatbot is a marketing tool to increase conversion rate and sales. For this, it personalizes the welcome messages for each client, automates the transfer of messages and makes appointments.
  • It is also a customer engagement tool through personalized messages and product tours.
  • It is omnichannel: this device also knows when it is necessary to send the question to the advisers.

Chatbots are ever-evolving tools for driving customer satisfaction while eliminating non-value-added questions. For your teams of advisors, this represents an aid and a filter, and certainly not a replacement of their role. On the contrary, it becomes more important on complex issues, which allows for increasing the skills of the teams. Chatbots are therefore a solution to consider now to improve your customer service!

AIDA

The AIDA Method For High-Performance Content

AIDA

The AIDA method, applied to digital marketing, is an effective framework for creating effective content. Acronym for “Attention, Interest, Desire, Action”, the AIDA method defines the 4 chronological phases of the purchasing process, i.e. 4 steps to convert your prospects.

AIDA method: issues and applications

The AIDA method offers 2 major advantages:

  • Assistance in developing marketing content: this step-by-step method serves as a basic framework for building content. It is then a useful educational tool to save time…
  • A performance gain for your digital communication: by respecting each step of the process, you naturally bring the target audience to adhere to your message. And to buy your products or services!

You can use the AIDA method for all types of digital content: blog articles, newsletters, infographics, web pages, marketing videos… And in all types of situations. Whether it is to motivate the purchase of a product, the registration to a newsletter, the download of a white paper, or the participation in a webinar, this method is applicable that your content aims to take action.

The AIDA method in detail

  • A for Attention
  • I for Interest
  • D for Desire
  • A for Action

Zoom on each step of the AIDA method.

#1 Attract Attention

Your audience, on a daily basis, is over-solicited by advertising. Countless newsletters and promotional offers clog mailboxes, sponsored inserts dot the web browsing path and companies compete with attractive and informative sites to sell their offer. In this context, it is crucial to make a difference. This is precisely the Attention issue of the AIDA method.

No matter what type of content you offer, you only have seconds to grab your prospect’s attention. Then you have to stand out clearly. Some tips to capture your audience and make them want to continue their discovery:

  • A catchy title: Play with font, color and formatting variables – bold, italics, underline – to grab attention. Also bet on words: choose an original title, which questions or entertains. Arousing emotions is a good way to capture attention.
  • An attractive illustration: the eye is more favorably attracted by an image, use it wisely. For example, you can use bright colors, or use the graphic codes of your brand if your notoriety is important. Humor in the image is also effective in capturing attention.

#2 Generate Interest

Once the audience has settled on your marketing content, they must linger on it. It is for this purpose that the 2nd step of the AIDA method is used: arouse interest. Know that the individual is interested if he feels concerned: you must personalize the content to give the impression to the prospect that you are addressing him personally. The notion of a persona then comes into play: by targeting your typical or ideal customer profile, you increase your chances of interesting them.

This is played out in the first seconds of reading or viewing. Illustration: the meta description of a Google result or the caption of a blog article is enough to decide the Internet user whether or not to continue reading.

Note that suspense is a central ingredient to arouse interest, do not reveal everything right away…

#3 Induce Desire

Now that you’ve gained your prospect’s attention and interest, it’s time to layout your best arguments that can elicit a feeling of desire. Note that desire can arise from need, but also the simple fact of the strength of conviction of your marketing content.

Examples of effective arguments:

  • Time saving : if your persona is particularly lacking in it – business man or woman, young parents, etc.
  • Earning money : this issue is widely shared, regardless of the profile of your target clientele.
  • Limited time offer/exclusive offer : These arguments can speed up the prospect’s purchase decision by creating a sense of urgency.
  • Novelty : this notion often provokes desire because it evokes innovation and originality.

Do not hesitate to support your arguments with tangible proof: a customer case or customer reviews.

#4 Suggest Taking Action

Is the prospect convinced? Allow him to go through with his decision-making, easily and immediately! This last step of the AIDA method takes the form of a CTA (call-to-action) button or a redirect link to a product page, depending on the objective of your marketing content. The form and substance of the means of passage to action must be neat:

  • The CTA button or the redirect link must be perfectly visible. Playing with shapes, fonts and colors makes it even better.
  • The text of the button or link must end up convincing the prospect. Examples: “Benefit from a free trial”, “Request a discovery interview”, “download the white paper”…

4 examples of application of the AIDA method

The AIDA method for writing a blog post

When writing blog posts, you think SEO. Beyond this technical aspect, consider the AIDA method to effectively structure your text content.

  • A title that attracts attention , by its form and by its content. Looking at the competition allows you to write a title that stands out, to better capture the reader.
  • An image that arouses emotions . Illustrating your article with a funny or surprising image gives you the advantage!
  • A relevant introduction . Be sure to arouse the personal interest of your target at the very beginning of the content, so that they continue reading.
  • Persuasive arguments. You must keep the promise you made in the title and in the introduction of your content: your arguments must interest your target and correspond to their needs and expectations.
  • The CTA or action link of your choice, to convert your reader into a lead, then into a customer.

The AIDA method to build your landing page

On the landing page, the timeline of text and image elements follows the timeline of the AIDA method. A headline and image at the top of the page to grab attention, a brief teaser to spark interest, your pitches – in the form of an infographic or a bulleted list – to elicit desire, a CTA button to skip to stock.

The AIDA method for your emailing campaign

Your prospects are drowning in emails. And for the most part, these emails end up in the trash without even being opened.

For an effective emailing campaign, follow the steps of the AIDA method. For example, if you are the publisher of accounting software:

  WARNING  “First name”, and if you gave up Excel?
  INTEREST Many companies still do their accounting on Excel files. Accounting management can then become a real headache: risk of errors, file synchronization problems, time-consuming and anxiety-provoking process… Maybe it’s time to forget about Excel?
  DESIRE With specialized accounting software, you gain Time, thanks to automated calculations. Reliability: no more input errors. Money: you can focus on tasks with higher added value, so you gain in profitability!
  STOCK Want to know more? Button: “Request a demo and meet a dedicated advisor!” »

The AIDA method for disseminating a client case

The customer case makes it easier to attract and interest your target insofar as it identifies with the customer. The AIDA method can then be applied here, considering each distribution channel of the customer case as a step in the process.

  • Attract with a post on social networks: a catchy title – it can be a quote from the client, relevant and impactful – and a situational photo to attract attention.
  • Interest with emailing: you tease the customer case in the email, so as to interest the prospect to the point of taking him to the landing page.
  • Provoke desire on the landing page: the arguments are presented clearly and you offer the customer case content in preview. At the bottom of the landing page, you insert a button to download the entire customer case.

You will have understood: that the AIDA method is particularly effective for developing your content in an inbound marketing approach. Despite everything, implementing a content marketing strategy requires resources, both human and financial. It may therefore be interesting to turn to a content marketing agency, such as OnlineMediaTrend. A project? A question? Contact us!

10 Examples of SMART Marketing Goals

SMART

SMART: If the design of the marketing strategy has a purpose (developing your business for example), then it should not be without clearly defined goals. The mistake, in fact, is to start without going into the development of a carefully coordinated plan of action. Also, it is necessary to consider your development as a path, and your goals are the stages that will determine your progress. They will then allow you to choose a concrete and effective way to reach your destination! SMART marketing objectives allow this development to be programmed efficiently.

In B2B web marketing, SMART goals can frame your actions to improve the efficiency of your website. Recognizing them or, conversely, the obstacles you encountered help you identify recurring issues in your digital strategy. They are updated regularly, coordinate your teams’ efforts, and give them a common and clearly defined goal. But, how do you define your SMART goals? How do we put them in their place? Here are ten examples of smart marketing goals to follow to increase your customer acquisition rate.

Definition of SMART objectives

What is a SMART goal?

SMART is an acronym meaning:

  • S pecific
  • M easurable
  • A cceptable (or achievable)
  • R ealistic
  • T emporally defined

Thanks to these five criteria, the SMART methodology allows you to create an effective and productive strategy: your goals are tangible and achievable. In addition to motivating your teams, the 5 SMART indicators give you the opportunity to readjust your strategy if you do not achieve the expected results.

What are the benefits of SMART goals?

SMART objectives take into account the current situation of the company while establishing an action plan promoting its development.

For this reason, SMART goals have five main virtues:

  • They allow efficient progress, step by step: your actions are organized and prioritized, the use of resources is optimized.
  • They focus the attention of the teams on concrete elements: everyone has the means to succeed, the teams communicate more easily.
  • They arouse general motivation: your teams focus on achievable objectives in the more or less short term, so they can congratulate themselves on the results obtained.
  • They provide effective monitoring of actions taken by the company: you are able to analyze the results of each action to assess the success of your objectives.
  • They help identify the sources of business problems and success .

How to set SMART goals?

To set SMART goals, you should always refer to the five key points. Thus, the S stands for “Specific”; so you need to set a detailed goal. The M stands for “Measurable”; your goal should have a result indicator. The A stands for “Acceptable”; your objective should arouse the interest and involvement of your teams. The R stands for “Realistic”; you will need to be ambitious but down to earth. And the T stands for “Temporarily Defined”; your goal should have a clearly established deadline.

10 examples of SMART goals

Many people make the mistake of setting vague goals. For example: “I want more visitors to my site”. Good, but not enough to be a SMART goal! What traffic do we want to obtain precisely? How long will it take? What is the purpose of seeking an additional audience? It is by answering all of these questions that you will create real SMART goals.

You will understand: your objectives must be defined precisely and regularly. Certain SMART objectives will thus have an annual deadline, others quarterly. This way, you have a ready-made organization. The end of a quarter is an opportunity to take stock of the progress of the company and the results of your SMART objectives. It is also the moment to make decisions: should we continue or not the actions put in place?

Here are 10 examples of SMART goals:

Example 1: Multiply by 10, within 12 months, the website traffic and incoming leads by implementing an inbound marketing strategy. This includes creating 4 blog content each month, optimizing a website call-to-action (CTA), implementing a marketing automation tool, and creating sponsorship scenarios.

Example 2: 30% increase, in 3 months, the conversion rate of leads from marketing by setting up nurturing scenarios. Thus, salespeople will have more efficient and mature potential customers.

Example 3: Increase the number of new leads by 15% each month by adding Call to Action (CTA) to 30 of our blog posts, inviting you to download a white paper and/or request a demonstration.

Example 4: Increase the number of Facebook followers by 30% in the space of 2 months, by doubling our publications, and by setting up a Facebook Ads campaign.

Example 5: Multiply by 5 the number of visits from social on our website within 3 months, by training our salespeople in Social Selling.

Example 6: Increase the frequency of blog posts, from 2 to 4 posts per month. Increase the length of articles from 400 to 1000 words, in order to attract 500 additional unique visitors within 4 months.

Example 7: Increase the conversion rate of the (demo request) landing page by 10% by measuring the effects of an A / B test next month.

Example 8: Increase the download rate of a white paper by 15% the next quarter, by setting up an exit popup.

Example 9: Increase the download rate of a white paper by 15% the next quarter by setting up a retargeting campaign offering this white paper.

Example 10: Increase the open rate of an email campaign by 10% within 1 month, by further personalizing the subject line and the first sentence of the content.

As you can see, all these sample goals meet the SMART method and 5 criteria. The objective to be achieved, the deadline, and the means are clearly defined. As much as possible, they are encrypted. This way you get a real roadmap for the evolution of your business. In the following quarter, you will be able to compare the evolution of your results with the objectives set: if these objectives have not been reached, you will be able to learn from them and readjust your actions.

The SMART Goals methodology can be applied to virtually any aspect of your marketing strategy. The conversion rate, the search for new direct or indirect prospects, the modification or creation of an e-mailing campaign, the number of downloads of your white papers… All these elements can be the subject of SMART objectives. This way, you make sure to orchestrate your development in a concrete and measurable way.

SMART Goals are a simple yet extremely powerful way to lead and monitor the progress of a business, no matter what the business. While realistic, they should lead your business to perform at its best in order to progress.

At a time when B2B companies’ web marketing strategies must stand out and constantly innovate, the SMART methodology has undeniable advantages. Particularly adapted in an inbound marketing strategy, the creation and the follow-up of such objectives make it possible not to lose sight of the realities that your company must face, to focus on the best solutions to adopt.

If you want to know more so do not hesitate to contact us.

Call to action

Tips For Optimizing Call To Action

Call to action

A call to action button, popularized by the acronym CTA, is, as the name suggests. CTA button allows your potential customers to take action by pressing them to contact you. This tool is used in a digital strategy context, and more precisely in the context of an inbound marketing strategy. CTAs are then used to convert leads into prospects. This makes it possible to collect the contact details of site visitors in order to bring them into a lead nurturing process. 

Suffice to say that if you want to obtain the contact details of your visitor? it is necessary that you insert CTAs on your website but above all: that you optimize them! Your leads must indeed take action so that you have the opportunity to convert them into customers later. Discover in this article all our tips for optimizing your CTAs. Call-to-action will soon have no secrets for you!

What is a CTA?

A CTA is a powerful weapon that helps you generate leads. Indeed, there is no point in having a perfect editorial strategy and marketing content if none of them generates leads. It can even be frustrating to generate a lot of traffic on your website, without increasing your number of leads. An optimized CTA will therefore allow you to take your visitors to action. It can encourage them to download an ebook, request an audit, carry out a quote, subscribe to the newsletter, or simply to contact you.

But beware: a good CTA isn’t just a button! It is the result of the combination of three elements necessary for its optimization: a catchphrase, button, and visual. Above all, a CTA should meet the needs of your visitors: by clicking on this CTA, they should be able to find an answer to their needs.

Optimize your CTAs

Use flash colors

In order to get visitors to click on your CTA, you need to use flash colors: they will catch their attention. If it is important that this color stands out, it must nevertheless remain harmonious with the design and the graphic charter of your website. For this, we advise you to use bright colors such as red, yellow, orange, or green. By using the right colors, you will increase the click-through rate on your site.

Correct placement of CTAs

To optimize your call-to-action, it is essential to place them in visible places that will go noticed when visiting your site. The idea being that this button attracts the attention of the visitor. It must be easily accessible: the visitor should therefore not need to look for it!

For this, we advise you to integrate your CTAs in 3 strategic places of your blog posts: at the beginning, in the center, and at the end. Also make sure to integrate a call-to-action in your emails or in your newsletter, on your sidebar, or even on a pop-in page. However, be careful not to abuse this last method, which may put off visitors.

Be brief and forceful in your texts

It is customary to assume that a 5-10 word catchphrase is enough to convince visitors to click on a CTA. It shouldn’t be too long: this is not a sales pitch but a call to action! That’s why you need to write short and forceful texts. In addition, it is important to remain consistent in the wording of your CTAs. For that, always think of unifying your mode of expression. Do you prefer to use the imperative or the infinitive? The choice is yours, but stick to it! Also, consider using action verbs such as “Download” or “Subscribe”. This trick makes it possible to clarify the benefit that the visitor will derive from his action. In short, the message should be simple, intelligible, and impactful. What’s more, You will have to try to personalize your message to convince the visitor to click on your CTA.

One page = consistency of action

A fundamental rule in order to optimize your CTAs: the different call-to-actions on the same page must be consistent!. For a blog article on inbound marketing, it is advisable to insert a call-to-action inviting the reader to download an ebook on the subject, and a second proposing an appointment setting. Each page of your website must therefore offer the visitor an action that is consistent with their interests and needs. The CTA can then lead to the downloading of content, to a request for contact, to the subscription to a newsletter …

Be careful, however: in the particular case of a landing page, only one CTA must be present. The objective of the landing page is indeed to convert your visitor into a lead.

Control the size of the CTA

Your CTA should not be too big or too small. You need to choose an adequate size in order to optimize your CTAs. Indeed, an overly imposing call to action would risk distracting visitors from the main content of the page they are visiting. Keep in mind that your visitors browse your site first and foremost to learn about your business and the expertise you convey through your blog posts. A CTA that is too large would then hinder them in their navigation, which would have the consequence of diverting them from your article or even causing them to flee from your site. However, a good call to action should not be too small in order to be sufficiently visible.

Pass messages

In order to strengthen the impact of a CTA, do not hesitate to integrate different elements into it. Although, these can help improve the click-through rate on your site. Among other things, you can decide to add:

  • A reassurance message: this type of message is intended to comfort the visitor in his choice to click on the CTA (number of subscribers, number of downloads, etc.).
  • An urgent message: this type of message creates a feeling of urgency in the visitor in order to encourage them to take action, by insisting that it is a temporary offer or exceptional.

You will have understood it: optimizing your CTAs is essential if you want to generate mass leads!  By adopting these best practices, your CTAs will effectively drive your visitors to action. Optimized call-to-action will also give you the opportunity to start a win-win relationship with your readers. You provide the services where they have interest ( such as: downloading an ebook, registering for a webinar or newsletter, etc.) while collecting their contact details. Due to this inbound marketing process, you can then bring your leads into a lead nurturing process, in order to mature them and then convert them into customers!

There is no one-size-fits-all, out-of-the-box CTA that works every time. Also, do not hesitate to carry out A/B tests so as to opt for the most efficient solution. Also, be sure to update your call-to-actions regularly so that they are always up-to-date. For optimized CTAs, you can also get support from an agency specializing in digital marketing, such as OMT Lahore

Traffic Acquisition

4 Levers Of Traffic Acquisition For E-commerce Site

Traffic Acquisition

Do you want to increase the traffic of your e-commerce site, but you don’t know how? Discover the main levers of traffic acquisition that have been proven.

Why is good traffic on an e-commerce site necessary?

Today, 40 million people buy on the internet or 54% of internet users. Online shopping is a booming industry and it would be a shame to neglect essential avenues to increase your turnover.

Generating traffic is vital for an e-commerce site. The principle is simple: the more visits you generate to your site, the more sales possibilities you get for your products.

Warning: we are not talking about inflating the numbers for no reason, but of acquiring qualified traffic, in other words, targeted prospects likely to be interested in what you are selling.

Because it gives you information about your customers

Low traffic doesn’t give you enough feedback about your market and customers. Analyzing the behavior of your customers on your online store is essential: how much time do they spend on it, which pages are the most visited, etc. 

More traffic will allow you to better analyze your weak points and focus on your strong points.

The more data you collect on your prospects and customers, the more efficiently you can use Google Analytics and implement the right marketing strategy for your e-commerce.

Logically, the development of your traffic sources will lead in its wake to an improvement in your turnover.

SEO, one of the most powerful allies

You have undoubtedly come across the terms of natural referencing or SEO, perhaps without really knowing their meaning. 

When an Internet user performs a search on Google or any other search engine, he is looking for an answer to a question, a solution to his problem. And of course, he wants reliable information and quality content.

Thanks to SEO (the acronym for Search Engine Optimization), you can position your website in the first results of a search page. This place of choice can only be achieved on the condition of providing an adequate and precise response to a prospect’s request.

SEO does not require financial investment

Unlike SEA (paid advertising on search engines), you do not need to have a significant cash flow to benefit from the positive impact of natural referencing.

However, you will have to invest your time to succeed in your SEO strategy. The effects of SEO are visible after a while, so you have to be patient.

However, remember one thing: if the investment in terms of time and work was made at the beginning, the SEO maintenance of your site is much less time-consuming afterward.

This effective lever is accessible to all budgets and remains one of the most formidable pillars in terms of traffic acquisition.

SEO brings qualified traffic to your e-commerce site

As I said before, a prospect lands on your site after typing a query on a search engine. He clicks on your link because he wants an answer to this request.

If your natural referencing is well done, your site naturally brings the solution, the right product to your prospect. The conversion rate will then increase significantly.

And when we know that the first three search results concentrate 75% of Internet user clicks, we understand the importance of being well positioned! 

SEO brings continuous traffic

During a search, Internet users generally use the same keywords. The good news for you is that it means you can stay high on Google for a very long time.

New Internet users will type the query you have placed yourself on every day and your traffic will constantly increase. These prospects will be likely to buy.

With this ability to predict your visitor flow, you can also forecast your business needs and possible future investments.

Social networks, vectors of loyalty

Today, ignoring social media is a terrible idea. Previously reserved for private and family use, they are now a performance lever in the field of digital marketing.

Social networks increase your visibility

First of all, it should be remembered that social networks are no less than 46 million users in Pakistan. 

The essential advantage of a social network lies in the notion of proximity. The shares and interactions are more numerous and simpler; thanks to this bond woven over time, prospects develop an attachment relationship with your brand.

This community spirit will more easily bring a feeling of trust that will convert your prospects into loyal customers.

However, running a social network takes a long time and requires some skills. Calling on a community manager can be a good initiative.

Social networks are generators of social proof

Social proof is a classic in marketing. It is defined by testimonials from satisfied customers, validation of the quality of products by an external speaker.

Social networks play an essential role in providing social proof: the number of likes on your page, the likes on your posts and the sharing of your publications are an indicator of authority for Internet users.

Do not hesitate to use these figures as an argument to convince your future buyers. Having a large number of prospects will help your brand recognition.

It’s time to boost your web traffic! I want to talk to an SEO consultant

Influencer marketing, the promotion of your products by leaders

In a natural referencing strategy, it is essential to obtain backlinks, external links pointing to your site. For Google, this is proof of relevance and therefore a reason to place yourself a little higher in the results.

Guest articles, expert words

Do you know of a blog whose theme is close to yours and which already has a good reputation? Offer to write a guest article!

Now is the time to show your expertise, the accuracy of your thinking, and your ability to take into account the needs and questions of your readers.

Again, a relevant backlink will bring qualified traffic to your site and increase the reputation of your business.

Influencers, partners to improve your notoriety

Influencers are now the new stars of the internet. Followed by a large and loyal community of Internet users, they can promote your brand and your products to their audience on their blog, their YouTube channel, or other social networks.

An internet user very often follows an influencer because he shares his values, his convictions. A relationship of trust is established.

Two scenarios come into play. First, the influencer recommends products they believe in. Second, it’s followed by a big community and it’s social proof that comes into play.

When an influencer talks about your site or your products, they become your brand ambassador. Its notoriety then rubs off on your business.

Be careful, however: an influencer does not have the obligation to speak well of your product. If he decides to list the faults, the resulting publicity would turn out to be rather negative.

Advertising, instant leverage

I mentioned above SEA, Search Engine Advertising. As opposed to SEO which is completely free, SEA is chargeable.

SEA allows you to get immediate results

The main advantage of paid advertising is its immediacy: your Google Adwords advertising campaign is able to bring you traffic in just a few minutes. This speed of action also leads to an increase in your turnover.

However, keep in mind that by relying only on the flow of visitors brought by a paid search campaign, you will be condemned to reinvest each time in paid advertising to keep this traffic that is not acquired.

Paid advertising requires significant cash flow

A SEA campaign is a significant financial investment. For an advertisement to work, it must be attractive, original, and well thought out.

You will certainly need to call on professionals to continuously optimize your advertising and your acquisition costs.

And if you don’t have constant traffic resulting from SEO and difficulty in cutting your budget, you will be in a hurry to relaunch your advertising campaign without an adequate budget.

It is preferable to use the SEA to boost a natural referencing already in place. You thus ensure your back in case of problems, and paid advertising brings you traffic on keywords already defined in advance.

You are now armed with the best levers for acquiring traffic to get your online business off the ground! Do not hesitate to test to determine which one is best suited to your strategy.

Google Adwords

AdWords, How Does It Work?

Google Adwords

Paid referencing represents a significant lever for generating traffic on your website and acquiring new leads. Although Google AdWords is currently the largest paid search network online, ahead of Linkedin Ads or Facebook Ads. Millions of businesses and professionals have never used it, potentially leaving the advantage to their competitors.

Complementary to natural referencing and to all actions aimed at collecting qualified traffic. Google Adwords allows companies to acquire new leads very quickly. What exactly is Adwords? How does this tool work, why many brands can’t do branding without AdWords? Our responses!

Google Adwords: what are we talking about?

AdWords Launched in 2000, Google AdWords (also known as Google Ads ) is the vehicle that Google uses to monetize its very popular search engine. Currently, Google is the most popular website in the world. For companies wishing to gain visibility on certain keywords, Google AdWords thus seems to be the ideal showcase for them.

With a pay-per-click (or PPC) system, advertisers pay Google to serve their ads to users who are interested in their products or services. They do this by using unique filtering options that target users based on the keywords they are looking for, their country, and the type of device they are using.

Even if you’ve never used Google AdWords or conducted a paid search campaign in your life, there’s a good chance you’ve interacted with AdWords. Just type any popular keyword into Google and the search engine will show you a list of paid ads.

Here’s an example of what Google ads might look like in the search engine:

Ads Example

The black zone is indicating paid ads, and therefore from Google Adwords, which are displayed for the given keyword, such as, “sell car”. If you look closely you can see that these results are marked with an Ad symbol on the left.

When you start to scroll the page, the paid ads stop to make room for other search results known as organic search results. These are not chargeable and therefore do not have priority to be positioned at the top of the page. This is a concrete example of the difference between paid SEO and organic SEO.

Each keyword typed on Google can generate up to 7 paid ads. This number varies depending on the popularity of the keyword and the number of people making an offer to rank on the query. The fewer offers there are, the fewer ads there will be. Whereas, on the contrary, the most competitive terms will end up displayed on several pages of results.

By clicking on one of these advertisements, the Internet user is redirected to the advertiser’s website. Once this happens, Google AdWords has served its purpose by sending a visitor to the advertiser’s site. Google is thus remunerated for its services. Now the Internet user can browse the advertiser’s site for information and in the best case, make a purchase.

Google Ads Remarketing

Google Ads remarketing is a form of online advertising that enables sites to serve targeted ads to users who have already visited your site. Former visitors will see these ads while browsing the web, watching YouTube videos, or reading news sites, for example.

Remarketing, also known as “ retargeting ”, can dramatically increase your conversion rates and your return on investment. Because former site visitors who already know your brand are much more likely to become customers on your site.

Google Adwords: how does it work?

Now the distinction between natural referencing and paid referencing is clear to you. So it is interesting to know a little bit more about how Google Adwords works. 

While there are a lot of essential things to understand before being a paid SEO pro. One of the most important is the auction system. It is essential to understand this notion. Otherwise, you will not be able to estimate the cost of a campaign or the amount you will pay per click.

As mentioned, advertisers continuously bid against each other, in order to obtain the best place and visibility on Google. In general, for most keywords, there are 4 spots available at top of the page and 3 at the bottom.

Since 75% of users never venture past Google’s first page, these first-page ad spots are always in high demand from advertisers.

Put simply, for an almost similar ad, if advertiser A offers 50rs per click while advertiser B offers 45rs per click, assuming they are both the highest bidder, advertiser A will take first place while announcer B will take second place.

This difference in a position might seem trivial, but when you consider the average click-through rates based on paid ad positions, it becomes easier to understand why a 1 position is so valuable. The graph below illustrates the average percentage of clicks obtained by a paid result according to its position on Google.

AdWords

Source: https://www.accuracast.com/articles/advertising/adwords-clickthrough/

As you can see, the top position receives an average of almost 8% of clicks for a given keyword. Compared to the second position, it is almost 3% more. Going back to the keyword example we looked at earlier, “sell car,” that keyword alone gets about 100 to 1000 searches per month.

Based on that volume of searches, here are the clicks the top 4 ads would receive:

  • Position 1 – 7.94%
  • Position 2 – 5%
  • Position 3 – 2.47%
  • Position 4 – 1.96%

Many SEO tools such as Ubersuggest and Ahrefs provide a rough estimate of the cost per click on a keyword.

By having an idea of ​​the average cost per click, you should be able to determine whether this keyword will give you a return on your investment or not.

Google Adwords: what advantages compared to natural referencing?

Fast results

With Google Adwords, you can launch your first campaign in a few days and start receiving traffic immediately: this is the major advantage of paid search.

With a large enough sample, it’s easy to tell if a campaign is successful or not. You can increase your ad spend or stop a campaign to consider adjustments.

Adwords serves your brand awareness

Even if prospects don’t click on your ad, they can still see it and remember your business name. In this regard, a study concludes that Google Ads campaigns increase brand awareness by 6.6% on average.

Keep in touch with previous visitors

With remarketing, you can retarget people who visit your website. But leave without making a purchase or filling out a lead generation form. Thus, you can strategically place ads in the path of these visitors when they browse other websites.

Easily measurable results

With Google Ads, it’s easier to set conversion goals with landing pages, as well as set up funnels and track every step, to include:

  • The number of impressions of the ads
  • The number of clicks
  • The number of leads generated
  • The number of visits obtained
  • Keyword conversions
  • Acquisition costs

If the results of an Adwords campaign are rapid, it is however recommended to combine paid referencing actions with natural referencing actions. To move forward, it is indeed imperative to know the most strategic requests in your sector and those on which your acquisition cost will be the most interesting. At OMT, paid referencing is part of a global strategy that aims to transform your website into a lead generation machine. Want to know more? Contact us!

conversion rate

How To Increase Your Business Conversion Rate?

conversion rate

The conversion rate is a key metric to quantify the success of any brand or company. Since success is inseparable from sales, it also has a direct relationship with the effectiveness of the different strategies applied to the business.

In Marketing, conversion is nothing more than getting someone to perform a certain action desired by the brand. In the digital context, this may mean, for example, completing a contact form on a purpose-built landing page or closing an e-commerce sale.

Conversion and purchase journey

Before we see how to calculate the conversion rate, it is important to understand how a buying journey evolves. In order to identify the different stages in which the conversion can take place.

These steps, closely linked to the fundamentals of Inbound Marketing, show what, ideally, happens after a visitor starts interacting with an online channel of a certain brand or company.

1 – The new user is invited to fill in a form, where he gives his data.

→  Become a Lead.

2 – This Lead is nourished by content related to the company in question.

→ Become a Qualified Marketing Lead (MQL).

3 – This MQL believes that that company will give you the best solution to your problem, generating a business opportunity.

→ Become a Qualified Sales Lead (SQL)

4 – SQL closes a deal or makes a purchase.

→ You effectively become a Customer.

Calculate the conversion rate

The conversion rate indicates how many of the visitors of a certain digital channel carried out the desired action by the company. Basically, it is the percentage of people who progressed from one stage to the next in the purchase process. Its calculation is very simple:

No of the people who performed

Conversion rate = desired action in a given step / total number of people at this stage x 100

For each phase, these are the elements involved in the calculation and what is obtained:

Leads / Visitors x 100 MQLs / Leads x 100 SQLs / MQLs x 100 MQLs

% of contacts obtained. % of qualified people nurtured. % of people who showed intention to purchase.

Customers / SQLs x 100

% of people who bought.


Considering that the company’s purpose is to generate sales, getting leads is not worth much if you can’t turn them into customers. The more effective the conversion rate at each of these steps, the closer the company will be to gaining new customers.

In this sense, having the support of a marketing agency makes all the difference! Here’s what she will focus on to increase the conversion rate  in the different phases analyzed:

Convert Visitors to Leads

First, an agency will analyze the target audience of the business, establishing personas and understanding how their buying journey works. Thus, you can create content that is relevant to attract more visitors to the company’s digital channels.

As the number of visitors increases, they must continue to want to relate to the brand. This can be done by delivering rich materials (e-books, guides, infographics, webinars, etc.) in exchange for your contact details.

Convert Leads to MQLs

The next objective is to turn the contact into a Qualified Marketing Lead. For this, the lead must be qualified, maintaining the delivery of relevant content.

At this stage, email marketing is widely used and it may be relevant to introduce automated nutrition flows, to allow the delivery of value each time the person completes a certain action.

Convert MQLs to SQLs

Then, it is necessary to understand if the lead that has been fed has a real purchase intention or is just interested in the content that the brand/company offers.

Is it a business opportunity or not? To find out, it is necessary to contact the lead, find out what thought of the content received, and check availability to move on to the purchase phase.

Convert SQLs to Clients

If the lead is a Sales Qualified Lead, that is, if it is already prepared for the purchase, it is time to make it reach the sales team, which will take a more commercial approach, focused on closing the deal. However, the marketing and sales teams must maintain close communication, in order to prevent opportunities from “dying on the beach”.

10 Foolproof Tips to Improve Conversion Rate

Overall, these are the most relevant details that a marketing team will not overlook to boost conversion rates :

  1. Make browsing easy and appealing;
  2. Work the SEO of the various pages;
  3. Highlight the CTA  (Call To Action) and distribute them through the website;
  4. Create and optimize specific landing pages to collect data;
  5. Use pop ups on the website;
  6. Insert conversion forms into content;
  7. Use contact forms on the services and products pages;
  8. Betting on assertive copywriting , both on pages and in ads;
  9. Test and adjust strategies on an ongoing basis;
  10. And above all: never do this in a numbers game, it’s people you’re communicating with!
Advertising Strategy

Advertising Strategy For Online Campaigns

Advertising Strategy

Advertising Strategy: Every day, your potential customers are exposed to no less than 15,000 commercial incentives. Faced with this information overload, that what advertising strategy should you put in place to make your communication reach them?

Personalization for better communication: 3 stages of the marketing funnel

Given the advertising overdose suffered by consumers, brands must bet more than ever on personalization to reach their target effectively on the web. But this advertising strategy is not just about serving your ads based on the interests of social and demographic characteristics of your potential customers.

As an advertiser, you can adapt your ads not only to the profile but also to the purchase journey of your target. In order to send the right message at the right time and to the right person. We call the purchasing journey all the stages through which a person goes from becoming aware of their need until the moment when they make the decision to buy a product or consume a service.

In the context of advertising communication on the web, there are therefore 3 main stages linked to very specific objectives:

1) Awareness: generate interest in a new target

The first step is to “raise awareness”, ie to send a message to a target who does not yet know their needs and/or your brand. But who would be potentially interested in your services or your products. As an advertiser, your goal will therefore be to promote your business. To choose advertising content suited to the awareness stage in the purchasing journey, we recommend that you:

  • Highlight your brand universe and in particular, what sets you apart from your competitors
  • Use advertising formats that show visual content with emphasis on video
  • Talk about the problem that your audience may encounter and the main solution provided by your product/service
  • Avoid rushing your audience with promotional content or action verbs (eg: buy, contact, book etc.)

2) Consideration: encourage potential customers to take an interest in your business and take a first action

Once your brand has been established in the minds of Internet users, your second objective will be to make them perform the first action: visit the website, see a video, interact with an advertisement, etc. Here, your contacts are one step more advanced in their purchasing journey. It will therefore be necessary to adapt your message to convince them of their need. To do this, you could:

  • Encourage the person to act by highlighting the benefits of your solution with action verbs
  • Adapt your messages to the action you want to trigger
  • Create content focused on solutions responding to the issues of your target

 3) Conversion: encourage interested people to carry out a targeted action

Once the awareness and consideration steps have been completed, the goal is now to get your audience to make a conversion. That is to say, to carry out one or more key actions for your company: send a contact form, call a phone number, buy a product online….

Conversion goals are unlimited and should be actions that are of particular interest to your business. To obtain concrete actions on your site, it is imperative to ensure:

  • Follow up on events on your site with the appropriate tools in order to be able to precisely measure the results of the actions carried out
  • Use concise and punchy sentences with action verbs depending on your conversion goal. Here, the potential customer is far enough in the buying journey to allow you to use more direct formulas like “buy now”, “take advantage of the offer”, “contact us”.
  • Ensure the quality of the experience lived by the potential customer on your site to avoid the brakes (speed, navigation, clarity, content …)

When it comes to targeting, this step is a great time to take advantage of the information you can use:  

  • On the one hand, to retarget people who have shown an interest in your business who are more willing to convert. For example, people who have already visited your website or people who have shown an interest in your advertising content during your awareness or consideration campaigns. We are talking here about a retargeting strategy .
  • On the other hand, to target similar profiles of people who are at the same level in the purchasing journey: a similar profile of your buyers, your existing prospects or your emailing subscriber base, for example. For this, advertising networks use artificial intelligence to find profiles that resemble those of your initial audience (having the same characteristics, the same behaviors, etc.).

The final word

You will understand: to build an effective campaign strategy, it is therefore essential to adopt an advertising approach built on personalization. Awareness, Consideration, and Conversion are three main categories of goals that will allow you to target your future customers at different levels in their buying journey, sending the right messages, at the right time, using the right format.

It is obvious that the information you have on your customers ( first-party data ) will allow you to establish personalized communication, and therefore improve your advertising performance. A responsible strategy (in accordance with the GDPR) for collecting and qualifying customer data, via a CRM tool, will give you the keys to getting to know your customers better and sending them appropriate messages.

And if you need support to go from theory to practice, you can always call on an expert agency in digital marketing 😉

SEA

What Is SEA?

SEA

When developing your web marketing strategy, the question of SEA necessarily arises as a lever for growth for your business. Undoubtedly, the rise of digital and the explosion of online research are giving pride of place to online advertising. And knowing that 91% of clicks are made on the 1st page of the search engine, Google Ads is essential as a referencing tool to gain visibility and traffic. Why and how to bet on these campaigns to develop yourself effectively? Stakes, operation, and consequences: decryption of the SEA.

SEA: definition and challenges

The SEA for Search Engine Advertising refers to the paid listing. You pay to advertise your products and/or services on the first pages of search engine results – Google, Bings, Yahoo….

SEO vs SEA, what’s the difference? SEO, for Search Engine Optimization, refers to natural referencing. You are not paying for advertising, it is the “quality” of your website that makes it gradually rise in the search engine results.

If SEA isn’t everything, it’s an integral part of your web marketing strategy.

Be present in 1st position

What link do you click when you search the web? Naturally, you tend to focus on the 1st results of the Google page. Like you, Internet users (consumers and professionals) looking for information, a product, or service often do not go further than the first page of their search engine. And few are those to scroll to the bottom of the page …

  • The CTR (click-through rate) of the link displayed at the top of the search results is almost 33%. The link in 2nd position obtains an already lower CTR (18%), and the rate decreases further for the following links.
  • Out of 100 people who use the Google search engine, 91% click on a result of the 1st

Thanks to SEA – provided you bet the right price, on the right keywords – you “force” the display of the URL of your choice in the 1st results.

For example, you are an IT consultant, you buy the key phrase “IT consultant”. When a company needs IT services, it naturally fills in the key phrase on its search engine: the ad you have configured appears at the top of the results list. You have every chance that the company will click on the link, to be redirected to your site – and to contact you!

Paid SEO: Instructions for a Successful Google Ads Campaign

Google largely dominates the search engine market – over 90% of the market share. Solution n ° 1, Google Ads is to be favored for a SEA strategy with consequent benefits.

Google competes with advertisers on the basis of an auction system. Among the possible bidding strategies, depending on the objective of your campaign:

  • Want to drive traffic to your site? You must encourage clicks: use the auction system cost per click (CPC), automatic or manual. You set a daily budget, and Google displays your ad in a click-through manner, within your budget.
  • Do you want to gain notoriety? The more your ad appears at the top of the 1st page of Google results, the more often your prospects “see” your business. This enhanced visibility quickly establishes your notoriety. For this purpose, use cost-per-thousand impressions (CPM or vCPM) bidding. You are billed based on the number of times your ad is served.
  • Do you need to increase your conversion rate ? Target Cost Per Action (Target CPA) is a smart bidding system that optimizes conversions within your budget.

The budget allocated to your Google Ads campaign is of course decisive. But the quality level of your ad also … Google automatically measures your quality score, and tells you:

  • The probability that the prospect will click on your ad (CTR);
  • The quality of the message of the advertisement;
  • The relevance of the keywords chosen in relation to the research intention of your prospects;
  • The suitability of your landing page.

2 good reasons to implement a SEA strategy

Paid SEO allows you to get fast, measurable results.

SEA to go fast

You set up your campaign online, it is delivered immediately and you get results quickly. SEA for these reasons is a particularly useful strategy in the following situations:

  • Business creation and/or product launch: paid referencing allows you to set up an “aggressive” promotional campaign, to push a product or to publicize your new brand.
  • Gain notoriety: competition is growing in your industry? You need to establish your notoriety, to remind your customers that you are always in the race. The SEA for this purpose makes your brand appear at the top of Google results, your business is valued.
  • Loss of speed: because you have been penalized, or because you have not adapted your SEO to the latest Google algorithm, you notice that you have lost places in the natural search results. The time to update your strategy, paid search allows you to stay present – and in pole position – in the search results of your prospects.

SEA to measure the ROI of your campaigns

While the results of your SEO strategy are difficult to measure, SEA allows you to calculate your ROI precisely. On this basis, you adjust your campaigns so as to generate ever more qualified traffic, while controlling your budget.

To ensure the performance of your Google SEA campaigns, you need to pay attention to the budget allocated on the one hand, and the overall quality of your ads on the other hand. A  web marketing agency such as OMT supports you at all stages, for an optimal return on investment.