To compete in today’s online business world, you need a targeted and effective marketing strategy. While relying solely on word-of-mouth and referrals might have worked well for traditional brick-and-mortar’s in the past, achieving success online as a local business demands a certain approach and specific tactics.

Leverage PPC

Pay-per-click advertising is the quickest way to get traffic. The downside? You have to pay for every click (seems obvious). The upside? You don’t have to wait for traffic to organically come to you. It’s in many ways the perfect compliment to SEO (Search Engine Optimization), which is a long-term process that can take months to see measurable results.

With PPC, the most important steps include choosing platforms, targeting, messaging, and keywords. Which keywords you target, for instance, have a direct impact on the intent of the audience you attract to your site.

Don’t Forget Social Media Advertising

Today, almost everyone and their grandmother are on social media. It’s estimated that on average people spend 28% of their Internet time on social sites. Before picking a social media site to advertise on, it’s worth finding out which social media platforms your target audience frequents the most. You want to be where they are.

Claim Your Google My Business Profile

For a traditional brick-and-mortar business wanting to build an online identity, Google My Business is an indispensable tool. Claiming your Google My Business profile only takes a few minutes, but it enables you to compete for a place in the local SEO 3-pack, which is a box appearing in local search results, showing three local businesses that best match the search query. Winning a spot in the local 3-pack guarantees to give you a boost in traffic and leads.

Advertise on Google Local Services Ads

If your business provides services instead of offering products, you can consider advertising on Google Local Services Ads. This is Google’s ad platform targeting businesses providing local services specifically. You’ll know if your business qualifies during the signup process. To make the most out of Local Services Ads, you’ll want to get the Google Guarantee badge, which is a symbol of trust Google awards to businesses that supply compliance information about their license, insurance, employee background check, etc. Customers tend to opt for services that get an approval stamp from Google itself.


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Create Effective Email Marketing Campaigns

How does it sound to have a list of loyal customers to whom you can sell over and over again? That’s the power of email marketing. If you don’t have a list yet, start by building your list of subscribers. Give people a good reason to subscribe to your mailing list. Will they get a free eBook? Will you send them the latest promotions or give them a discount once they subscribe? Those are all good incentives to motivate people to sign up. People don’t want to receive a ton of advertisements every time they open your emails. That’s why it’s important to keep a good balance between promotional and informational content. You want people to keep opening your emails instead of hitting the unsubscribe button.

Leverage the Power of Retargeted Ads 

There are people who are not easily convinced and will not convert the first time they visit your site. However, with the right strategy, you can still win them back. That’s when retargeting comes in handy. Retargeting is the marketing process in which you target users who have previously visited your page. Instead of letting a user slip away and lose the money you pay for that click, you can follow them on other platforms/sites and consistently show them your offer. This works best for customers who abandon their cart before checking out, but it can also work well for other types of website visitors.

As you can see, becoming a leading brand online requires dedication and a proper plan. If you don’t have the right skills, it’s best to let someone who is an expert in the field to help you. If your website is not performing well, contact us today to get a free consultation and learn how to beat the competition!


Local SEO Helps People Find You That Are Looking

Leading a local business that would benefit from more exposure – leads – customers? To celebrate Small Business Week, we’re spending the month of May sharing tips on how local SMB’s can properly leverage digital marketing to profitably drive sales growth. We’re kicking off the month with one of the most widely pervasive (and likely most misapplied) strategies — search engine optimization (SEO) … more specifically, why Local SEO is what you should be after.

If you’re even remotely interested in increasing the amount of eyeballs that find your business, breeze through these 3 interesting stats a moment:

  • 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours (source)
  • 46% of all Google searches (that’s a lot) have local intent (source)
  • By this year, mobile devices will influence upwards of $1.4 trillion in local sales (source)

Getting an idea of the value in making sure your business is discoverable for as many of these local searches as possible?

What is Local Search Engine Optimization?

Local search optimization is an SEO strategy that aims to increase your business’s visibility specifically results for queries of a local nature. It involves optimizing for location-centric keywords, claiming directory listings, and other related tactics.


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We’ve been there, done that. Book a call with us to get answers and start building a digital marketing strategy that is executable, measurable, and fully aligned with your goals.

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Top 3 Ways to Start Building your Local SEO Strategy

1 – Optimize Your Website with Local Keywords

Add local keywords to the meta titles and meta descriptions of your website pages. Doing this allows search engines to understand better what products or services you offer and which local areas you serve. Most website builders (like WordPress, Wix, etc) make these edits fairly straightforward without any coding required.

2 – List Your Business with Online Directories

Signing up for local business directories allows people to find your business more easily. The main players, like Google My Business and Yelp are a given – but your specific industry likely has its own specialized (and valuable) directories to leverage. The keys to success here: be sure your business’s name, address, phone (NAP) details are accurate and consistent across listings, regularly add photos, answer questions, and respond to reviews — the activity and engagement all signals to the search engines your business is active and ready to be found by local prospects.

3 – Optimize Your Social Media Profiles

Fun fact: 71% of consumers who have a positive experience with a brand on social media recommend that brand to their friends and family. Your social posts should be sparking an interest to learn more about your business. Make sure when a user makes it to your profile to look for information, it’s accurate. Do a thorough audit of your profiles. Ensure all available fields, including your local address, phone number, and hours, are up to date. Your social profiles also carry a lot of SEO weight. Having this information consistent across your website and directory listings also matters.

top local seo tips

Ready to Boost Your Business with Local Search Engine Optimization?

More valuable than increasing visibility across nationwide searches, local SEO ensures you are discoverable to customers in your area who are already looking for what you offer – at the moment they’re searching. Get started today with the three tips above and then be consistent and patient. This strategy, like other organic approaches to increasing traffic and awareness, does take time to make a measurable impact; three months to start seeing results is par for the course.

Counter the waiting game by layering your organic strategy with a targeted plan for paid local ads. Properly executed paid media drives results in the immediate and establishes a more stable and scalable flow of business. Book a FREE call with us today to start building a digital marketing strategy that is executable, measurable, and fully aligned with your goals.


Top-7 things to know about the future of advertising in the cookie-less world:

01

Privacy regulations continue to tighten, as consumer privacy concerns grow.

02

Cookies aren’t going away entirely; cookie-less world is the third-party cookie-less world.

03

Deprecation of the third-party cookies means data-driven advertising will rely on persistent IDs.

04

Growing importance of building and managing an in-house data repository.

05

Personalization will strengthen with the rise of CDP, DMPs will transform.

06

Increasing reliance on publishers data, as the walled gardens are getting stronger.

07

On the measurement side, with the sunset of third-party cookies and ID log files MTA methodologies will need to evolve by establishing the connections with walled gardens to access the data and introducing new ways of processing and stitching the data with the persistent ID.

How brands can action now:

  • Unlock the power of first-party-based strategies; supplement it with publisher / partner data
  • Re-examine your tech stack and implement a best-in-class tool ecosystem: focus on the quality of the data
  • Onboard a CDP solution to increase the effectiveness / ROI of marketing campaigns and create personalized customer experiences at scale

Learn how Transcend Digital helps brands of all sizes build the integrated tool infrastructure to collect, store, manage data and activate it across marketing initiatives.

Source

https://digiday.com/media/google-plans-kill-off-third-party-cookies-chrome-within-2-years/

https://www.adexchanger.com/data-driven-thinking/how-to-own-data-and-measure-performance-in-a-cookie-less-world/

By 2022, Amazon’s share of US digital ad spending is predicted to be almost 13%. Its rapid growth is helping Amazon to chip away at online advertising’s dominant player, Google. For marketers, it is the difference in reaching the person searching for “athlete’s foot cream” rather than “why does my foot hurt?”. Here’s our perspective on why Amazon is an integral part of commerce strategy:

01

66% of US consumers start their product search journey on Amazon, according to Feedvisor. Google is the number one search engine, but lags behind when it comes to product shopping (according to eMarketer).

02

Advertisers favor Amazon because marketing dollars are trackable and measurable, as a transaction happens directly within the platform.

03

Amazon provides cross-funnel, integrated advertising solutions, giving marketers the ability to influence consumers purchase decisions at every stage of her journey.

04

Unlike Google, where advertiser’s quality scores will tank in the attempt to bid on competitor terms, Amazon’s search result page could show competitor (sponsored) products in the first position.

05

Brands take advantage of Amazon’s rich audience data to increase the return on ad spend by customizing their targeting strategy and prioritizing high-intent shoppers. Amazon’s audience insights tool unlocks insights into buyer purchase behaviors, which marketers could use to scale the program while still hitting the efficiency goals.

06

By 2022, online videos will make up more than 82% of all consumer internet traffic (according to Cisco), and Amazon is not behind. The commerce giant introduced a new thumb-stopping advertising format in 2020 and brands already see strong results from it.

Optimizing product pages and advertising on Amazon (and Walmart: the retailer opened up its self-service advertising platform in 2020) may feel overwhelming, but we’re here to help. Our team of platform-certified experts will help define the right online marketplace strategy for businesses of all sizes, whether it’s launching a new product, penetrating a category or lifting sales. Contact us to get a read on Amazon advertising benchmarks.

Source : https://www.ft.com/content/095d73d5-a7a6-4acc-9dcc-9ee3e3d1fff4

The arrival of COVID-19 in the last few months of 2019 has hit businesses hard and has entirely overachieved in terms of everything that a pandemic is capable of doing. With millions filing unemployment claims, thousands of businesses closing their doors, and consumers becoming very thrifty, it begs the bigger question – What’s the recovery plan and how can businesses engage with customers to increase consumer confidence?

There exists a common notion that a nicely designed online experience with a half-decent UI can drive consumer engagement – nothing can be further away from the truth. Customers are constantly looking for unreal customer experiences – experiences that dig deep into the customer’s preferences, past behaviours and his/her overall emotional state. Businesses must always be looking at innovative ways of creating best-in-class experiences while decreasing the massive operating costs within the middle and back office functions.

What is Digital Transformation?

Put simply, digital transformation is the digitization of certain processes within an organization that may have been manual or inefficient. Digital transformation is not a one size fits all process and can range in complexity depending on the organization. It can be the rollout of a digitization strategy in a single department or it can be an enterprise-wide change.

A transformation is entirely based on where a company is within its’ digital lifecycle. Some companies are at the very beginning and others are more advanced. Most often, digitization includes the implementation of a whole new suite of applications or improvements to older systems. 

In-House vs. Digital Consultants

For those companies ready to invest in digital transformation, it is vital to ensure that you are entirely confident in your in-house team’s ability to implement a digital transformation strategy. If you are not 100% confident, you may want to explore working with a partner to help with the job. This digital partner should have the ability to support with the end to end digital transformation strategy, KPI analysis, requirement gathering, digital engineering, UI creation, testing and more.

The general processes outlined above allow businesses to assess customer pain points and business goals. From a consumer perspective, through effective segmentation of their online visitors, these steps can allow businesses to speak to consumers in a more meaningful way, drive further ROI and allow for significant cost cutting. To ensure a business is ready for such a process, internal stakeholders must have confidence in its internal team’s expertise to implement solutions or leverage that of a consulting partner for the job. In any event, the company must execute a thorough gap and requirement analysis of the company’s pain points and digital goals. Following this, a complete customer journey map is created to ensure customers get what they need seamlessly with the least amount of friction. Companies must inevitably be able to create a digital map of their services and channels, while integrating data analytics and insights into everything they do. This process is intended to give more visibility and insight into what is going on with customers and make better / more insightful decisions.

Data & Digital Transformation Go Hand-in-Hand

There’s a plethora of data present online, waiting to be used by businesses. However, only 7% of businesses are using their data effectively. Unfortunately, most businesses miss out on 90% of the dark data, which most organization classify as useless. Consulting firms, specialized in digital transformation and data intelligence can help to uncover dark data, decipher customer pain points and take action to improve the customer’s online experience. Through the effective use of data and predictive modelling, businesses can drastically improve a customer’s experience and increase the ROI and LTV of their customers.

Don’t Settle for Mediocrity

In the past, disruptions have stymied digital transformational movements across industries – this was seen post the 9/11 attacks as well as during the 2008 financial crisis. Post the recession, companies fell back into safe mode – a traditional ecosystem – resulting in the lack of digital growth and innovation. In these times however, when the global economy is seeing a major shutdown, companies cannot settle for mediocrity … they must innovate as many of their competitors will not; thus allowing them to leapfrog over competition.

Final Thoughts

Digital Transformation massively impacts how consumers respond to a company and its’ offerings. Companies with exceptional digital experiences can survive economic volatility and adapt more quickly than those without. All in all, it depends on how far companies are willing to go to fight complacency and invest in solutions that drive excellent customer experiences. If you are seeking a partner to support with your digital transformation, Transcend Digital can support you on this journey so long as you’re willing to take the leap.

Digital transformation is a daunting  task for any organization. More often than not, the initiatives suffer serious delays, setbacks and can even lead to failure. Digital transformation is both an art and a science …  the same approach cannot be applied to all companies given that every company has different challenges and goals.

What is Digital Transformation?

Put simply, digital transformation is the digitization of certain processes within an organization that may have been manual or inefficient. Digital transformation is not a one size fits all process and can range in complexity depending on the organization. It can be the rollout of a digitization strategy in a single department or it can be an enterprise-wide change.

A transformation is entirely based on where a company is within its’ digital lifecycle. Some companies are at the very beginning and others are more advanced. Most often, digitization includes the implementation of a whole new suite of applications or improvements to older systems.

Some may argue that digital transformation is not a critical component of an organization and that it is not easy to track the return on investment post implementation. In order to properly evaluate ROI, an organization must have the right KPI’s in place to gauge performance. Most companies struggle with digital transformation due to their lack of framework development for measuring success.

Digital KPIs have to be created in an efficient and straightforward manner with buy-in from all stakeholders, not just the IT departments. It is important to note that KPIs that work for a particular organization may not work for another. The digital transformation KPIs should be understood by all relevant departments (IT, marketing, finance, etc.), and should be well documented with transparency, accountability and buy in from stakeholders.

The success of digital transformation will be determined by the formulation of well-defined KPIs. It is essential to monitor the progress and indulge in course correction to ensure that your investment into such a digitization process is justified. The absence of clearly structured transformation measure may lead to the overall failure of such an initiative.

Before setting internal KPIs, you must analyze your organization and where it currently stands.

Identify the Following

  • Market positioning
  • Marketing budgets across digital channels
  • Level of digital maturity internally – training and experience of partners, employees and management
  • Current revenue breakout and future goals across digital channels
  • Interdependencies of company departments in digital initiatives

KPI’s to Measure Success

Customer Focused KPI’s

  • New customer acquisition rate
  • Lifetime value of customers
  • Improved user experience (score)
  • Increase in customer engagement across digital channels
  • Reduced time to market for new products
  • Changes in customer/user behavior

Business Focused KPI’s

  • Innovation projects being implemented across an organization and the level of success
  • New products or services being launched vs. core business (as a percentage of revenues)
  • Business models adopted for various markets
  • New applications, technologies and innovative solutions being applied to reach digital goals
  • Adaptation to new situations or markets

Be Proactive When Navigating Digital Transformation

Digital transformation is a choice and organizations must be ahead of the curve when it comes to spotting trends and adapting their existing frameworks. If successfully calculated and implemented, a company can create new opportunities and develop deeper connections with customers across all major touchpoints. If you are seeking a partner to help you navigate the process, set foundational KPIs and execute a digital transformation initiative, Transcend Digital is here to support. 

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