Internet Marketing July 24th, 2018
This Week in Internet Marketing, we’re covering the fundamental differences between Amazon Ads and Google Ads, the rebuilding of Apple Maps and the need to claim your listing, and ways that you can include your customers in your content strategy. We also focus on tips for creating a successful marketing video, and LinkedIn’s upgrades to its messaging service. Let’s dig in!
A study conducted by Marin Software into PPC spending revealed that “while Google and Facebook continue to be the most prominent channels for digital ad spend, we’re now seeing more and more early adopters experimenting with Amazon’s ad offerings…” As Amazon gains a sizeable share of advertising budgets, Roger Montti looks at the fundamental differences between Google Ads and Amazon Ads.
Although the CPC rate is higher than Google, Amazon differs because searchers on the platform are already in the purchasing phase. They are ready to make a purchase, and so searches tend to be more specific and focused. The exact opposite is true for Google; customers typically search on Google when they are in the research and learn phase, not yet ready to buy. Because their intent is different on each platform, the ROAS is much better on Amazon.
Other key differences between the two platforms are Amazon’s algorithm factors in product reviews, and the ramp-up time for a campaign to reach its peak performance is slower on Amazon than on Google. Click here to read the Marin report!
Google Maps may be the gold standard for businesses, but Apple Maps is ready to step into the ring when it comes to location/wayfinding services. On June 29, Apple disclosed to TechCrunch they are rebuilding Apple Maps from the ground up. What does this mean? Apple will rely on its own data instead of third-party providers in a move to make its Maps app more functional. They will focus on “making addresses more accurate, doing a better job spotting new construction, giving travellers pinpointed instructions to a location’s front door, using human-edited, accurate 3D renderings of places and identifying commonly walked but previously unmapped public areas.”
At the same time, this news comes on the heels of Google announcing improvements to Google Maps, such as personalization and adopting landmarks to provide directions with. While you should definitely make your listings on Google Maps a top priority (you can do so by using your Google My Business dashboard and keep your data and content up-to-date), you should not overlook Apple Maps. We now live in a world in which we rely on mobile search apps to find what we want. If you haven’t yet, you should ensure that you’ve claimed your listing on Apple Maps, so that your business has a presence as Apple rebuilds its wayfinding services.
Following the news of improvements to sharing content on its platform, LinkedIn announced upgrades to its messaging service as well. To make it easier to communicate with other members on the app directly, LinkedIn will allow users to expand the messaging window (from a small chat-like box) to a larger compose box to enable the writer to write a longer message. LinkedIn is also allowing users to add attachments when sending messages on the mobile app version. Users will now have the option to send emojis from the desktop version, copy/ paste images from the web, start and manage group messages, and even direct comments at users using the @mention functionality.
These updates could make LinkedIn a more valuable business tool, making it easier to communicate, collaborate and facilitate discussions using its messaging service. These new features are now available on the platform.
How can your existing customers contribute to growing your customer base? Noel Ruiz looks at six ways you can use peer-to-peer marketing to assist with selling and referrals, and how to include your customers in your content strategy.
A way to incorporate your customer in your content strategy is through the use of a case study. A story of how a peer experienced the same challenge and overcame it with your product/service as the solution. For it to work, the results need to be real, and the challenge must be relatable to the potential customer. Another way to involve your existing happy, happy customers is to open your blog up to their knowledge, ideas, and perspectives. On the other hand, you can invite a customer to participate in a webinar series. You can welcome them as a guest to speak on a topic that they are knowledgeable about.
Live videos are increasingly popular and offer a fresh new way to engage with your base. Incorporating a live video featuring a customer is a great way to build trust and authenticity, bring a human element to your brand, and to embrace the conversation through Q&As, an interview or exclusives. Similar to live-streaming, a self-recorded video is a great way to feature your customers. As for Ruiz’s last tip, don’t ever stop gathering quotes, testimonials and reviews from your customers. These can provide content for every marketing channel, and the best part is that they will hit home with your target audience.
If your business is considering creating a video as part of its marketing strategy, here are some guidelines to follow according to Jacob Baadsgaard. Before you start shooting, ask yourself these three questions: “What are am I trying to achieve?”, “How do I grab my audience’s attention?”, and “How will I make my video?”.
Whether you’re trying to achieve views, clicks, or conversions, your video will differ based on your goals. A few things to consider are where in the sales funnel is your target audience and how you want them to feel after watching the video. The wrong video experience will make people skip whereas the right experience will change them.
When it comes to keeping your audience’s attention, look to your competitors. What messages and themes are they utilizing that you can incorporate into your ad? Avoid copying and instead, find a way to add your spin to what they are doing successfully.
Lastly, when it comes to producing your video, your budget will determine your options. Will it be outsourced or done in-house? Take into account that even if you have the equipment, if you don’t have the skills, your video will come across as an amateur.
Asking yourself these questions will go a long way in executing a great video.