Soup Agency is giving the rundown on the most common marketing queries in March.
Here are all of the top questions we’ve had this month from clients and staff alongside some recent updates.
How can businesses leverage user-generated content to enhance their social media presence?
There has been a shift in businesses opting to get content from influencers to utilising user-generated content (UGC) instead. This is because UGC content appears more authentic and allows brands to harness a wide range of creatives for minimal costs. In an ideal world, your customers are motivated to share their positive experiences with your brand on their own accord. Whilst this may be hopeful dreaming, there are ways you can encourage and incentivise participation from your potential and current customers. Here are the key strategies to get the most out of UGC:
- Encourage and Incentivise Participation: Reach your current and potential customers by offering incentives through running contests, challenges or giveaways that encourage users to share content related to the brand. This can look like a discount for posting and tagging your account on socials.??
- Create Branded Hashtags: Creating a memorable hashtag to go with your campaign can unify UGC and create a sense of community as well as showcasing a feed of UGC on your social media profiles.?
- Feature User Stories and Testimonials: Once you have gotten permission to use UGC across your social platforms, featuring users' testimonials further authenticates your brand and fosters a sense of community. Be sure to always give a proper shoutout to anyone’s content you use!
What strategies can businesses employ to maximise the effectiveness of their Google Ads campaigns within a limited budget?
Running ads on a limited budget requires careful consideration and strategies to spread your budget as far as it will go, here are our top suggestions:?
- Keyword Research and Selection: First researching what your potential audience is searching for is going to streamline what keywords you bid towards and make your results more profitable. Integrating long-tail keywords that are closely tied to your potential audience can also keep your ads relevant to specific audiences,?
- Compelling Ad Copy: Always include a clear call to action and highlight your unique product or service offerings to encourage the right people to click through.?
- Targeting: Having a clear idea of what your ideal audience looks like will help you narrow down your target audience. It is helpful to assign personas to your target audience to better direct your ad sets.?
- Keyword Negation: Utilising keyword negation to exclude irrelevant searches will help keep your audience targeted and ad spend optimised as it is not drawing in people who are searching for something else.?
- Landing Page Optimisation: Having a dedicated landing page optimised for conversions can assist in creating a seamless user experience. This also ensures that ad messaging is consistent across the landing page they are directed to.
How can businesses optimise their website for voice search to improve SEO performance?
Optimising your website for voice search differs from search queries as users are relying on voice-activated devices, meaning the way they search will be different. Here is how you can optimise your website for voice search:?
- Natural Language Keywords: Going for long-tail keywords and phrases that mimic how people would naturally speak in everyday language is going to increase your chances of showing up organically on search engines. You can also consider what a conversational question would sound like.?
- Local SEO Optimisation: Making sure your business information is accurate and using location-specific keywords will enhance your chances of showing in local voice searches.?
- Implement a FAQ Page: Having a FAQ page with informative and concise information will allow you to easily target long-tail keywords on your website, aligning to any question-based queries voice searches may have.?
How can businesses effectively integrate email marketing and content marketing to create a cohesive digital marketing strategy??
As a business, it is important to paint a clear picture and focus on storytelling your brand to users in a way that is cohesive and consistent across email marketing and social media. Here is how to do it:?
- Define Common Objectives: Aligning your objectives across both platforms ensures a unified strategy for defining KPIs and optimising your campaign towards a common goal.?
- Sync Content Calendars: Using an email marketing plan as a base, develop a content calendar that aligns with it to ensure consistent messaging and themes are communicated across both channels at the same time.?
- Segmentation for Personalisation: Personalising your content based on demographics, behaviours or preferences can offer your customers a tailored experience of your brand, making it feel more authentic and relevant to them. Aligning your social content to match when you are targeting specific audiences on email further communicates this experience.
What role does content personalisation play in digital marketing and how can businesses implement this across various digital channels?
As people are getting bombarded with ads and content every day, it is becoming increasingly difficult to capture user attention. That is why personalised content is pivotal in digital marketing as it tailors messaging and experiences to people, making them feel more connected to the brand; thus enhancing engagement and conversion rates. Here is how businesses can make their content more personalised:?
- Leverage Data and Analytics: Your insights are only as good as your data! Collecting and analysing customer data is your first step to getting to know your customers' behaviours, preferences and demographics. There are a lot of analytic tools out there to help you track user interactions with content across your platforms.?
- Create Personas: Having a clear picture of your different customers with characteristics and preferences outlined will help you address the specific needs and interests of each persona, making your content more attractive and authentic to them.?
- Segmentation for Targeting Messaging: You can further segment your audiences by location, purchase history and engagement level to deliver targeted messages or offers that resonate with your customers.?
