Article Archive by Max Braglia


September 13 2013

What Digital Marketers Can Learn From Steve Jobs

by Max Braglia

One thing’s for sure: Steve Jobs was a brilliant marketer and knew how to sell. Just think for a moment of what he did with the iPod: before Apple entered the market, MP3 players had been around for years, but nobody bought them, as they were considered clunky and “uncool”.

Then came Steve Jobs. Unlike all his competitors, who had tried to sell MP3 players by promoting their features, Jobs introduced the iPod by simply describing it as “1,000 songs in your pocket.” And that simple statement changed the business of MP3 players forever, and with it the entire music industry.

Here are some of the most invaluable lessons from one of the greatest marketers ever that business owners should keep in mind when planning a digital marketing campaign.

First and foremost, make sure you know who your customers are. The more you know about what’s in your customers’ minds, the more you’ll be able to identify the keywords they type when searching for your products or services or, in the case of a display campaign, the websites they are most likely to visit.

Then, when you have identified who your customers are, make sure you attract them at the emotional level. In other words, sell benefits and not features. Steve Jobs was a true master of this craft. He believed you can attract customers at the emotional level in two ways: by inspiring them, or by addressing their pain points. For digital marketers, this means writing better “benefit-driven” ad copy, or banner ads that speak to the heart of your target customers.

Lastly, Steve Jobs knew how to “keep it simple.” He delivered presentations that were short but incredibly powerful. – Remember, people have increasingly shorter attention spans, so make sure to keep your message brief and engaging. In the digital world, this lesson can be applied to landing pages. Does your landing page convey a brief, engaging, and powerful message that converts a prospect into a customer? If that’s not the case, then remember Steve Jobs.

The next time you plan a digital initiative, make sure to remember these timeless lessons from a true marketing genius, as they may help your business to earn a higher ROI on marketing dollars spent.

To learn more about how we can help your business succeed online, contact one of the qualified Marketing Professionals at MoreVisibility.

September 3 2013

Avoid These 3 Common Mistakes to Unlock the Power of the Google Display Network

by Max Braglia

The Google Display Network (GDN), which reaches more than 80% of unique Internet users around the world, including 92% of all Internet users in the U.S, has quickly become the world’s #1 advertising network.

Once known as the “poor cousin” of paid search and looked down upon as “secondary” by online advertisers, the Google Display Network has now reached maturity as a powerful way for businesses of all sizes to generate awareness for their brands, connect with their audiences, and ultimately increase their ROI.

Unfortunately, notwithstanding the massive inventory available, most advertisers fail with display marketing. Most of the time, online advertisers simply don’t know how to leverage the power of all the targeting options that the Google Display Network offers.

Here are three of the most common mistakes that inexperienced advertisers make when running a Google Display Network campaign. Just by avoiding these three common mistakes, you’re almost certain to turn around an under-performing display campaign.

Google-Display-Network
Mistake #1: Not Separating Search and Display Campaigns

Here it is, the capital sin of display advertising. Unfortunately, I see this often when auditing AdWords accounts, and it always makes me cringe. Remember, on the Google Display Network you are targeting people who are not actively searching for your products or services, and therefore your strategy must be completely different than the one you would use for Search, where users are actively searching for products, services, or information.

Mistake #2: Not Using All of the Targeting Methods Available

Google offers a lot of targeting options for display, and the task of targeting the right websites for your audience can be intimidating and extremely time consuming, to say the least. Don’t make this your excuse. Understand and test all of the targeting methods available, including keywords, placements, topics, interests, and remarketing. Then take it to the next level with “flexible reach”, where the real magic of display targeting comes into play. (Don’t know what “flexible reach” is? Give us a call today.)

Mistake #3: Not Using a Variety of Banner Sizes

In order to get as much exposure as possible, it’s important to make sure that you have a large variety of banner sizes and types being used in your Google Display Network campaigns. Some online advertisers skimp on creative and end up creating just one or two banner types thus severely limiting their online exposure. Google accepts many banner sizes, so make sure to create a few ads for each size available. And while you’re at it, don’t forget to include a text ad to your display campaign.

In conclusion, the Google Display Network is a great opportunity to get your ads in front of prospects so that they can learn about your business as they consider their options. By avoiding the 3 common mistakes I have outlined above, you’ll be one step closer to unlocking the power of the Google Display Network.

To learn more about how the Google Display Network can help your business to increase brand awareness and earn a higher ROI on marketing dollars spent, contact one of the qualified Marketing Professionals at MoreVisibility.

August 13 2013

Online Remarketing Growing As Perfect Complement To Traditional Search

by Max Braglia

Search engine advertising is one of the easiest and most powerful ways to market your business online, thanks to its cost effectiveness, speed of implementation, and its ability to track and measure results.

As recent research shows, online retailers are allocating more marketing dollars to remarketing campaigns to complement traditional search and as a tool to target consumers who have already visited their website.

According to leading market research company eMarketer, there is in fact evidence that consumers do notice and act on remarketing advertising: nearly three out of five US online buyers surveyed in 2013 said that they had noticed ads for products they previously looked up.

The major takeaway finding from the research is that half of those surveyed said that they went to two or more sites in order to research their last purchase, which suggests that they took their time before buying. In those cases, a retargeted ad may have helped by keeping the product and retailer in mind while they conducted their research online.

In conclusion, remarketing advertising can be a powerful way to keep your target audience engaged as it goes through the purchasing process.  To learn more about how remarketing advertising can help your business earn a higher ROI on marketing dollars spent, contact one of the qualified Marketing Professionals at MoreVisibility.

© 2019 MoreVisibility. All rights reserved.