Sales Charts for Ecommerce

Boosting Sales With Ecommerce

Despite the popularity of online shopping amongst Gen Z and Millennials, only 17% of all UK purchases are made online. Surprised? We were too. But with a currently small market share and fast growth showing no signs of slowing down, preparing your business for more online retail is a no-brainer. Here’s our advice on boosting your opportunities with e-commerce. Mcommerce Ensuring a smooth user experience on your ecommerce website is one thing, but thanks to the rise of mcommerce – or mobile commerce – retailers need to be putting mobile first, making a seamless experience their top priority. ‘Mobile First’ was never just a trend, it should and is the approach for many businesses – ecommerce or otherwise. After growing rapidly alongside online shopping, mobile commerce is predicted to account for more than half of the ecommerce market in just a few years. From product images and promotion graphics to designing a mobile-friendly payment process, optimising for mcommerce will is an ongoing process. Businesses who choose to ignore the demand for the convenience of ecommerce risk losing customers and profit.   Social Commerce Just like mobile commerce, the trend of selling goods via social media has shown no signs of slowing down. Similarly to sponsored ads, now, when scrolling through Facebook, Instagram and Pinterest, users can click on an ad for a product and be direct straight through to an interface where they can purchase immediately. Social media is nothing new, but social commerce is, and the concept is still evolving. We’ve already established that Millenials are the biggest fans of shopping online, they also happen to be regular users of multiple social media channels – so if your target audience fits this demographic, social commerce really is a no brainer. In order to enable successful social commerce, you will first need to ensure that you have built your brand on social media. Alternatively, find out more about social commerce, with this blog from Quick Sprout or see how much social commerce could impact your conversion rate with our e-commerce calculator. Marketing Automation Marketing automation can be a great way to retain customers, encourage repeat purchases, distribute personalised promotions or gather customer feedback. Take your seasonal, Christmas or summer offers one step further by giving prospects personalised discounts, vouchers or deals on birthdays or anniversaries. Ever received a ‘abandoned basket’ email? That’s a prime example of marketing automation. Brands like Asos and Amazon take automated marketing one step further. Retail giant, Amazon, sends customers recommended products, based on their previous buys, wish lists and browsing, often providing customers with book or film recommendations, tech accessories for new gadgets on so on. Meanwhile, Asos’ ‘Tailored For You’ provides each customer with a bespoke list of recommended clothes and outfits, for maximum appeal for a Millennial audience. With the help of marketing automation tools, you can set up automatic, post-purchase patterns or triggers that can nurture and upsell to customers based on their activity on your site, previous purchases, demographics, events, etc. For example The Body Shop’s loyalty card system ‘Love Your Body’ sends members a personalised message on their birthday, adding a ‘gift’ of £5 worth of points to spend either online or instore. Multichannel Marketing If there’s one thing that the above highlights, it’s that people are using more and more mediums to complete a purchase. Multichannel marketing can boost your ecommerce by targeting your audience on multiple different platforms, Social commerce is the perfect example of the evolution of multichannel ecommerce, but there are more platforms your online business can utilise; email, print ads, in-store promotions and more. Multi-channel presence is easy, the key is staying on-brand. With multichannel marketing, the possibilities are endless, so don’t be afraid to explore. Even if your brand is solely online, consider your opportunities with print. Alternatively, take a look at selling directly to customers via marketplace’s like Amazon or Etsy. Encourage Customer Reviews Customer reviews are often considered a must-have for ecommerce websites, as they can really resonate with prospects. Getting customers to write reviews can be a fantastic way to increase conversions: Even negative comments aren’t necessarily a bad thing – so long as you’re responsive and proactive. If you do receive any bad feedback, apologise and explain how you are addressing the issue. If you are able to contact the reviewer privately, perhaps offer them discount or freebies as an apology – though if you do this publically, be prepared for more bad reviews! In today’s digital world, where users are unlikely to have seen, felt or tried out your product, online customers have become somewhat dependant on reviews – regardless of where they are in the buying cycle.   If you would like advice on managing your ecommerce website, boosting your social or mastering marketing automation, contact us today. To how we can help you achieve your potential, take a look at our E-Commerce Calculator today.    
Generate UK Key Marketing Terms

Generate UK Glossary: The Key Marketing Terms

Key Marketing Terms In order to give you some further insight into the world of marketing and what marketers are really talking about. We have collected a list of the common jargon you can expect to find floating around blogs and the boardroom and what they mean: A/B Testing – sending our two different versions on email or serving people slightly different landing pages to your audience to enable you to compare data and work out which performs better. View our latest blog on Experiments and Split Testing and how they can increase your conversions. Above The Fold – the ‘fold’ can be thought of as the ‘scroll line’ Any content ‘above the fold’ is visible on the webpage before your user scrolls down – usually the bottom of the browser window. Affiliate Marketing – when another business promotes your business, product or service on their external website or social platform for an agreed arrangement (payment or promotion of their business etc.) to generate you sales or increased referral traffic. Algorithm – the online sorting process made up of a set of rules that enables web users to get a return of the most relevant content to their searches, algorithms are also used where marketing automation and big data are concerned. Big Data – huge data sets that require a computer to analyse them in order to spot any similarities, trends other patterns. Brand Identity – characteristics that define your business both online and offline and the message that this portrays. Bounce Rate – The rate at which a visitors lands on a website and then leaves after only visiting one page. Chat Bots – using AI systems, they are an online system that allows your customers to interact with your business as if they are taking with a human team member – great for out of office hours. Cross Channel Marketing – portraying the same message across a variety of marketing channels – online and offline. Customer Journey – a customer’s path from prospect to making the conversion – every interaction with your business – from a like or share to contacting the business. Curated Content – a collection of content that hasn’t been created by yourself, however you share it because it will be of interest and add value to your audience. Demand Generation – the use of targeted marketing software to drive awareness to your business, products and services. This is different to lead generation, which is when specific data is collected about potential customers that is used to convert them into a sales lead. Demographics – characteristics which allow you to segment the population in particular groups. E-Commerce – an online platform(s) in which you can buy or sell your products and services from, both directly from your website or third party. Editorial Calendar – an organisational method so you know what content is being created or posted and when this is scheduled to happen. Evergreen Content – content that is relevant all year round – not affected by seasons, quarters or weather. Hard Bounce – an email returned back to you immediately because the email address sent to is non-existent or perhaps you have been blocked. Inbound Marketing – hooking customers into your website or brick and mortar via content that you have created. Inbound Link – any link from another website, linking back to a specific page on your website. Often called backlinks or referrals. Influencer – a famous or popular person on social media that your target audience follows and looks to for inspiration and ideas – great for brand endorsement. Impressions – the amount of times your content or advert has been seen. Keyword – a word or phrase that search engines use to segment and find content within its search results most relevant. Lead Nurturing – the way in which your business guides customers (and potentials!) through your marketing funnel towards conversion. Lead Scoring – this is where you would rank your prospect customers based on how likely they are to convert with your business. List Segmentation – often used when sending emails to a large audience. This is where you can divide your data into different lists based on various characteristics, this enables you to send more tailored campaigns to the user. Livestream – you can record and share a meeting or event live, when it happens people can view it as a conference, Facebook live or a live podcast. This enables users to get involved, engage and ask questions in real time. Long Tail Keyword – a keyword made up of short phrases that are narrowed down to specifically what you are selling. Market Segment – groups in which your target audience is divided into based on common characteristics and behaviours. Another of our recent blogs can tell you more about audience profiling and how it can benefit your business. Marketing Funnel (TOFU, MOFU, BOFU – Top of the funnel, Middle of the funnel, Bottom of the funnel) – the path your audience takes that takes them from potential to customer – leading to a conversion. Meta – a HTML tag that appears in the link to your website in a search result (title above link and description below), also what search engines use to determine how relevant your content is to a user’s search query. Niche Market – your specific market within your industry that your product or service is focused on targeting. Omnichannel – similar to cross channel marketing – a marketing method or goal that is used across a variety of channels. On-page optimisation – All editable SEO related items that help to improve your rankings on a search engine result – meta, title, slugs. Organic Traffic – users that have not been influenced by paid content – they have found your website through SEO rankings. Page Views – the number of times a specific webpage has been viewed. Page Authority – a score that predicts how well your business will rank in search engine results – the higher the score, the better you rank! Reach – the number or people that have seen your content – whether that be organic or paid. Responsive Design – meaning that your website will adjust automatically no matter what device they are being viewed on – desktop, tablet or mobile. Soft Bounce – when an email is returned back to you before it has the ability to be opened – this could be for a number of reasons like a full inbox or filters. Slug – the end of your URL that differs one of your webpages from the next. Search engines also use these to see how relevant your page is to a user’s query. Spam Trigger – specific words or code that could cause your email being sent straight to your audience’s junk folder. Title Tag – part of your webpages HTML that tells search engines specifically what the page is about. User-Generated Content – any content that has been created by brand advocates or people interested in your brand, product or service. Viral Content – any piece of content you create that becomes very popular over a short space of time – these are usually something a little bit different, funny, controversial or topical. White Paper – a document which contains a report on a specific topic, presenting your audience with a problem and you’re providing a solution to this. Acronyms & Abbreviations The marketing world is full of acronyms and abbreviations, and there is nothing worse than being asked about something you just don’t understand. We have compiled a list of the top, most common acronyms you are likely to find flying around the network, so you can be that bit more knowledgeable when you receive you next marketing communication or are caught off guard in conversation. AI (Artificial Intelligence) – a computer system that simulates natural human behaviour – discover more about AI in another of our recent blog posts, about Digital Body Language. AIDA (Attention Interest Desire Action) – This is also known as the marketing funnel, which describes what action a customer takes along each stage. B2B & B2C (Business-To-Business & Business-To-Consumer) CRM (Customer Relationship Management) – a system that analyses data about your customers historic interaction with your business. CMS (Content Management Systems) – software that manages and helps to create online content – e.g. WordPress, Magento, Umbraco CTA (Call To Action) – your instruction to your audience telling them what you want them to do next – e.g. call us today, book your test drive etc. DNS (Domain Name Server) – the system that controls both your website and email settings. ESP (Email Service Provider) – a business that provides you bulk emails – for example Mail Chimp or Red Circle. GA (Google Analytics) – Google’s analytics software that allows you to view metrics about your website and how your audience are interacting with it. HTML (Hypertext Markup Language) – ‘web language’ used to determine what your audience can see and how it is tracked. KPI (Key Performance Indicator) – a measurable data point that help your business to track its goals and achievements. MQL (Marketing Qualified Leads) – a lead that are deemed more likely to become a customer compared to your other leads – this is based on the number of pages they’ve visited and what they have downloaded. SQL (Sales Qualified Leeds) – a prospect customer that has been researched by the marketing department and then by the sales team and they are ready for the next stage of the buying process. SEM (Search Engine Marketing) – promoting your website via the increased ranking in search engine results. Similar to SEO (Search Engine Optimisation) which is the optimisation of your website to increase your rankings on organic search results. PPC (Pay Per Click) – a form of paid advertising, where you pay a fee each time your advert is clicked on. Search Engine Advertising is the most popular form of PPC. SERP (Search Engine Results Page) – a list of search results returned by search engine in response to your keyword. USP (Unique Selling Point) – something that differentiates your business, product or service from your competitors. UX (User Experience) – the emotions your audience portray when they interact with your various webpages and online content. UI (User Interface) – this refers to any controls that your audience would interact with on your website – like drop down menus and buttons. WoW, MoM, YoY (week-on-week, month-on-month, year-on-year) – mainly used when comparing stats and metrics on campaigns to show your website’s progression and growth. Marketing Metrics Although it may not seem like marketing and maths go hand in hand, it turns out there is, in actual fact, a lot of math involved in when it comes to marketing – whether that be social media, email or paid search. Maths comes into play when you’re looking to discover the value of your marketing, working out the cost of an email or how well a blog post converted.  Numbers are the key to proving the success of your marketing! Conversion Rate – the rate at which your customer completes a conversion – whether that be a sale or a contact form sent back. Number Of Conversions / Total Ad Clicks CPA (Cost Per Acquisition) – Also known as Cost Per Action – This works out the amount you pay per conversion, as you only have to pay when a conversion takes place. Cost Of Marketing / Number Of Conversions CPO (Cost Per Open) – the percentage of clicks each of our email opens receives – you can also break this down into individual links and overall link clicks per email. Cost Of Marketing / Number Of Email Opens CPC (Cost Per Click) – the amount you earn each time a user clicks on your advert – you may be willing to pay more per click for certain products or services than others, depending what their return is. Cost Of Marketing / Clicks CPL (Cost Per Lead) – this is useful when the goal of a campaign is to generate leads. Cost Of Marketing / Number Of Leads Generated CTR (Click Through Rate) – the number of times a link is clicked compared to the number of people who have seen the link. Clicks / Impressions Open Rate – the amount of times your email is opened compared to the number of emails sent, per campaign. Emails Opened / (Emails Send – Emails Bounced) Engagement Rate – the rate in which a user engages with your content – this could be a like, share or a comment. Total Number Of Followers / Total Number Of Engagement x 100 ROI (Return On Investment) – the money you make compared to the money spend on marketing your product or service. (Revenue – Overall Costs) / Overall Costs   Contact us today to find out how we can increase your sales, boost your engagement and multiply your open rate. From email marketing, online advertising and social media to content marketing, conversion optimisation and strategy – we have an experienced team with solutions ready to meet your objectives. Don’t just take our word for it, check out our work and discover what our clients think. 
Generate UK Copywriting Techniques

Copywriting Techniques to Improve Engagement

>> Read Part 1: Some Simple Tips & Tricks To Improve Your Copywriting << >> Read Part 2: How To Structure Your Copywriting << Engagement in marketing is where you encourage your customers to interact and share the experiences you create for them for both business and brand. Strong engagement can result in rapid brand growth and loyalty. There are many different methods for engaging with your audiences, whether that be previous customers, potential customers, competitors, suppliers, you might also have a different way to gain engagement from each segment or group. The below outlines some of our tried and tested techniques for copywriting sure to improve your customer engagement. We will explain why you should keep it short and sweet, why long words won’t do the trick, how to keep it friendly and most importantly how to get to know and understand your audience. Remove unnecessary words Make sure you keep it short and to the point. Keep it simple, without it being vacuous. Less waffle and more direct. You must ensure you hold professionalism without coming across patronising. Don’t write for the sake of writing, only include key messages that your audience will be interested and engaged with. One way to do this is to test it out! Give your text to someone completely unrelated to the business, like a friend or family member, they can tell you if they understand your key points in a short amount of time. That way you will know if it is short and concise. Avoid lengthy words Scrap the long, complicated words and replace with shorter, more easily understandable speech. If your audience doesn’t understand, or have to think too much about what you’re saying they will automatically become unengaged with your content and bounce straight off your article to find something more light-hearted and easier to read. If the sentence still makes sense without it then you don’t need it! Also after you have written your text, challenge yourself to remove ¼ of it, only including the key messages – but don’t cut the important information! A few examples could be if you wrote “at this point in time” it could easily change to “now” or “a large proportion of” could change to “many”. Keep it friendly Try to use a conversational and informal tone of voice that way customers can relate to you. They are only human after all! Avoid using negative words. Instead of telling them what they can’t do, tell them what they can! Know your audience Tailor your tone of voice and choice of language to match theirs.  Create a persona to ensure you know what your audience is doing, and when. That way you can work out how you can get them to see your message and for it to relate to them. For example if you are a corporate B2B business, you will have to talk more professionally, reaching your audience via LinkedIn during usual working hours when they will be looking to engage with your business. Whereas a more relaxed B2C business would have a more laid back approach, using fun, energetic content and targeting their audience on Twitter and Facebook in their lunch breaks, after work and weekends because that is when they will be able to access your content. All sounds like common sense doesn’t it? That’s the best way to relate to your audience; keep it simple, keep it relevant and keep it accurate. As we’ve said multiple times in this series, always put yourself in your audience’s shoes, what information would you want to gain from your writing, how would you like to be spoken to and what are the most important elements that need to be highlighted? Once you understand your audience, everything else is simple, you’ll have them like putty in the palm of your hand. If you’d like more advice and support on Content Marketing and how you can engage with your customers better, contact us today, or click to find out more about our Content Marketing Consultation.
Generate UK Digital Body Language

Digital Body Language: What It Means And How It Can Improve Your Marketing.

Business Intelligence (BI) systems can also help collect this data on an individual and tell you how often they have visited your site, which pages, the content and media they viewed and even how they engaged with your social media accounts! In the 2010 “Digital Body Language” book, Steven Woods explains how buyers are now rewriting the rules! Buyers now control the pace, direction and timing of their own purchase – now marketers must decode a user’s digital body language to understand what stage of the buying process they are at. He discusses how to communicate with your visitors, when to communicate and what channels you should use. Why It Matters Sales people are rapidly losing the ability to read buyers behaviours through their physical body language because of the growth in online sales, less customers are buying in-store, making it harder to close a sale, as you’re not able to change your tone of voice, messaging and approach to selling. Actions have been replaced by data, and lots of it. This is where marketing is becoming increasingly more important to the sale of your products and services. New technologies like marketing automation allow for in-depth, online tracking of customer behaviours. This software tracks user’s digital body language, giving businesses data that can support and inform of buying behaviours, in turn you can tailor marketing around this, increasing the chance of sale. Understanding digital body language allows you to analyse audience behaviours and use artificial intelligence software to push them down the sales funnel faster than ever before. Read your audience’s digital body language incorrectly and your marketing risks being seen as ‘annoying’, but by reading and reacting you can in turn reduce opt-outs, unfollows and gain interest in your product by giving your audience the information they need, when they need it. Insight tools, such as Hubspot, allow you to use marketing automation solutions that saves you time and allows you to nurture every single one of your prospects. Technological Advancements New technological advancements, like Artificial Intelligence (AI) can take the data that you have captured and turn it into relevant marketing or sales techniques. Using the data collected it allows you to tailor everything to the individual. It’s all about timing, if you catch your audience at the right time, a sale is more likely. The more personal, the better – ensuring their experience with your business is all about them – rather than your wider target audience – will build your brand reputation and chance of a conversion. You can now discover where leads are coming from – find out which channels are working, and which are not, divide budget accordingly and also determine their motives – was the sale incentivised by an offer, an interesting blog post or for a specific product/service? Scroll hijacking is becoming increasingly more popular – by manipulating your scroll bar to behave in a different way, perhaps with animations, fixed scroll points or even a redesign, you can guide users to act a certain way on your website. Finding out amount of email clicks and opens – this is a high indication of how interested your audience is in the product/service or how engaged they are with your business. When they open, click or opt out can show you which emails are working, what a customer’s pain points are, and what they are most interested in. Automation emails – using Artificial Intelligence, you can tailor emails specifically around what an individual has been looking at, how close they are to purchasing and their previous history with the business. Email automation can save you time, by sending out emails automatically when a user acts in a certain way. The number of website visits – by finding out how often each user visits your website, you can work out their intentions. You can also create automated email and remarketing campaigns from the results. Discover which of your pages are most viewed – this highlights the pages of most interest to your audience and you can see how close a prospect is to the point of sale. Which forms have been filled out – both the quantity and type of form. This will show you what people are specifically looking for, the information gained, and can give you a good icebreaker for start of conversation. For example, “I see you enquired about XXX, how can I help?” Find out what your audience is searching for on Google – from this, you can create remarketing adverts, give each prospect recommended products and view again pages. Referrals from Social Media – you can identify where your visitors have come from, therefore where you can re-target them to visit again. For businesses using webinars, you can see who have attended – find out how interested and engaged they were, how long they stayed for, whether they contacted you after attending. Types Of Digital Body Language There are different levels of Digital Body Language. The general, broader, overall picture of a user’s digital body language will show you how users found your website, the frequency of their visits and the specific pages they visit. These allow you to see which of your marketing campaigns are working, which of your content is of most interest, how close they are to sale and most importantly, how you can improve your website. Real-time body language is a much deeper analysis of a user’s mood or buying stage. Micro actions of your users allow you to react in ‘real-time’, just like you would face to face! Some examples of this are the pace of a user’s mouse, how fast they click and how they scroll through your page. Although these are as small as a simple yawn or sigh, they are important to understand so you can react accordingly. Reading real-time cues show you that with every act of physical body language, there is equivalent digital body language. It’s all well and good collecting data, but you have to understand what it means and how your audience is feeling at that moment to be able to react accordingly. Clicking quickly could suggest confusion, perhaps your user is frustrated they cannot find what they are looking for. If your user is following the text with their mouse, they could be engaged with the content on your website. Spending longer on site could indicate leisurely browsing, no stress, they might not be ready to buy just yet. Fast and sporadic scrolling could indicate your user is searching for something specifically and not finding it, in a rush and need help to source information. Once you understand what your audience is thinking, it allows your business to react with a real-time response, giving the customer a clever and rewarding experience. Responses can range from changes in call to actions, pop-ups, banners and tailored related content. Live chat is also a useful tool to have, your digital body language gives a good ice breaker and conversation starter, reacting to what a customer is telling you by what they are looking at and how they are reacting to your content. For example, if your visitor is rapidly scrolling trying to find a specific product, your live chat could kick in and ask if they need help finding a product. 7 Reasons To Use Digital Body Language There are many different reasons for discovering and understanding your audience’s Digital Body Language. We have listed our top 8 below: Gain the full power of ‘big data’ – there is so much lost data that is left unused. Take advantage of what is available to you. There is more than just Google Analytics – extensive tools and data that is far more in depth. It allows to ‘individualise’ each user specifically, everyone is different with different needs that you can tailor to accordingly. You can value each visitor – understand their needs and how you can help them. This will improve conversion rate as you are giving them information they want and need. Integrated software allows you to gain information and market across a variety of platforms – know where your audience is and where you can target them. No more miss-messaging, only serve messages that are relevant to a user’s buying stage. Constantly improve your service– new strategies, more data, give your audience the information that they want. As more and more people migrate online as opposed to purchasing products in a shop, it is becoming increasingly more important to understand what our users are telling us, because you can bet if you’re not reacting with real time intelligence, your competitors are. Here at Generate UK, we have a long history of working with clients, understanding their audiences and carrying out successful campaigns. Don’t trust our word for it, find out what our clients have to say. If you would like to discuss your business with us please don’t hesitate to get in contact.
Generate UK Copywriting Structure

How To Structure Your Copywriting

>> Read Part 1: Some Simple Tips & Tricks To Improve Your Copywriting << >> Read Part 3: Copywriting Techniques to Improve Engagement << Beams, columns, strut, grid, arches or slabs. Just like buildings, there also many different ways in which you can structure your copywriting. Each with a different reason and method to ensure your readers gain the insights they need from you and you give across the correct message to them. There are a variety of ways you could structure your content, however we have outlined the four key points that we think will impact your writing the most. Below we stress the importance of a compelling headline, why it is good to outline what is to come, how to separate your text and also the necessity of strong Call to Actions. Enticing Headlines After all this is what hooks your audience. Excite the audience enough to want to read more but not enough to give away the whole story. Use powerful verbs and phrases outlining what is covered in the text. Also try to use a hook – whether that be a question, numbers for lists or bold claims. Some examples of these are – “Are You Making These Embarrassing Mistakes at Work?”, “10 Different Types of Girlfriends – Which One Are You?” or “Double Your Twitter Followers In A Month”. Involve a question, numbers or a bold claim. However, you must ensure you do not over sell and under deliver, as you will very quickly lose trust from your audience. This especially relates to bold claims, never give your audience ‘fake news’, only ever base your copywriting on the truth and nothing but the truth or your audience will be left very disappointed! Start with a summary Once you have enticed your audience into your text, you need to outline what is to come Explain what products or services you will  be discussing, where they can access them (including a call to action), why your customers should care about what you have to say and how it  benefits them, who it is relevant for, whether it be for them or a gift for friends or family and when they should action – if there’s a time limit, is it coming soon or is it an immediate action. Separate your points Always break up long sentences into paragraphs – keep it easy to read. If your text is written in large clumps, your audience will switch off, they won’t want to read lots of text. If it cannot be avoided, try adding images and bullet points to keep it more engaging and highlight each point. You also have to take into account that a lot of people reading your copy will be skimming, if you add anchor points in it will help to ensure they absorb your main points as they scan through. A good way to do this is through headings or highlighting your main points in bold text. Include bold calls to action Tell your audience what they need to do next and why it is going to benefit them. If you set your goal beforehand, you know exactly what you want them to know, feel and do once they have read your text. Tell them what you want them to do NOW, using verbs and active language to add a sense of urgency also removing some sort of a risk to them – how you are solving their problem. When writing your call to actions, remember your audience will want no obligation so use a word like “try”, they need usability, write with a verb like “subscribe”, and they need immediacy so add a timely word like “now” or “today”. If you’d like more advice and support on Content Marketing and how you can engage with your customers better, contact us today, or click to find out more about our Content Marketing Consultation.

What Marketers Can Learn From The Rise and Fall of Snapchat

In 2011, Snapchat met the needs of young social media users, by providing a ‘in the moment’ social media platform that straddled the private nature of messaging apps with the millennial desire to share our lives and activities in the digital world. Since then, other social media platforms, such as Facebook and Instagram, have harnessed Snapchat’s USP – ‘stories’ and temporary ‘moments’. An unpopular update and controversial ‘news’ feature later, are we witnessing the end of the social app? More importantly, what can marketers learn from the fall of the once widely popular app? The Rise and Rise of Instagram In order to fully understand the fall of Snapchat, we need to consider the rise of one of its biggest competitors. This year, Instagram has reached 500 million daily active users. With Instagram’s story feature launching in 2016, it appears that this gain has come at Snapchat’s loss, as many users flocked to an app that provided them with both a visual, photo profile and ephemeral ‘in the now’ stories that can be decorated with hashtags, geotagging, stickers, text, filters and now, even GIFs. The bottom line is, Snapchat was never going to be bullet-proof. Though, simply meeting the needs of users back in 2011 led to a sharp growth in popularity grew quickly, the novelty has worn off for millennials – who are no longer the teenagers they were when the app first launched. Additionally, Snapchat has gone from once providing users with something new and different to now, apparently offering users far less than other story-incorporating platforms. Additionally, Snapchat is not as brand or influencer friendly as Instagram. Even before updates and overhauls, Snapchat struggled to retain brands and influencers who have found better marketing and promotional opportunities with Instagram and other social channels (Twitter, Facebook, etc.). Furthermore, conversely to Facebook, Twitter and Instagram’s analytics tools, Snapchat does not currently provide promoters or advertisers with a good amount of data regarding their posts and followers. Lesson: Always think about the longevity of your brand. Unlike Snapchat, Instagram and its parent company, Facebook, have researched and evolved with the needs of its users. Market research and persona development is key to staying ahead of the game, rather than playing catch-up. Isn’t The Customer Always Right? Not according to Snapchat… In February 2018, the update was more of an overhaul, with the ‘friends’, ‘discover’, ‘stories’ sections were all altered, so much so that many users found the new layout confusing and unintuitive. I’m contemplating deleting #snapchat because of the update that i DIDNT even want — jasminee ❄️ (@jasmineestarre) February 7, 2018 The new Snapchat update is more complicated than trying to turn on your friends shower. — Amber Frank (@ItsAmberFrank) February 7, 2018 Despite numerous complaints and 1.2 million signatures on a Change.org petition for Snapchat to reverse the update and return to the older design, Snapchat asked users to stick with it, insisting that the experience would improve once users had got used to the new format. Months on, users still aren’t happy: Retweet if you are still mad about the Snapchat update — Cade Hodges (@CadeHodges) June 21, 2018 It’s crazy how one update really ruined Snapchat. I never watch snaps anymore — black elle woods (@badgalariiii) June 20, 2018 Lesson: There are two big lessons to be learnt here. Research, research, research. If you don’t invest time in getting to fully understand the needs of your audience, product changes, updates and other additions will always be a gamble. Listen to your audience at all stages of a new update, product or service roll out. As well as allowing you to tailor the changes or additions to your audience, it will also prepare you for any potential negative reactions. Snapchat have taken a colossal risk by sticking with what they think is best for their users, as not only is the app experience an issue, customers are now far less likely to feel valued or appreciated. When Twitter increased its characters, it did so slowly. As well as testing the waters with this rather integral change, the hashtag #280characters was trending, with a range of tweets regarding the alteration – some good, some bad, some humorous. Perhaps, had Snapchat rolled the new changes out slowly, there would have been a more positive response, due to the initial exclusivity. Furthermore, any negative backlash would have been minimised and Snapchat could have altered or reversed the update – if they wanted to… Influencer Marketing Gone Bad Speaking of influencer marketing, Snapchat has found itself at the wrong end of the power of influencers. In February 2018, model, entrepreneur and reality TV star, Kylie Jenner tweeted twice about Snapchat. Initially she tweeted about Snapchat’s unpopular update, saying that she ‘didn’t know how she felt about it’. Less than two weeks later, a second tweet read that she rarely used the app. Mm just saw the new Snapchat.. I don’t know how i feel about it! What do you guys think? — Kylie Jenner (@KylieJenner) February 9, 2018 sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad. — Kylie Jenner (@KylieJenner) February 21, 2018 The popular omnipresence of the Jenner-Kardashian clan on television, magazines and on just about every social media channel (bar probably Snapchat now…) makes them incredibly powerful influencers, particularly for millennials and Generation Z – Snapchat’s main audience. As a result, the later tweet knocked a huge $1.3 billion off of Snapchat’s market value. Lesson: Never underestimate the power of influencers. Though seemingly out of Snapchat’s control, perhaps a little (a lot) more research and a better handling of the barrage of complaints would keep far more customers happy – no matter how famous or influential. The salt in the wound here for Snapchat, is that Kylie Jenner’s seemingly off the cuff tweet amplified and supported the views of unhappy users. Use the powers of influencer marketing for good by choosing a figure that not only appeals to, but also represents your target audience. Perhaps having a Kardashian or Jenner on side More Controversy… and Another Unhappy Influencer Following a turbulent February for the app, in March 2018, Snapchat posted a poll asking users ‘Would you rather punch Chris Brown or slap Rihanna?’ Rihanna then took to Snapchat’s arch-enemy, Instagram, to slam Snapchat for being so insensitive to domestic violence victims, urging fans to delete to app. Snapchat apologised, but unsurprisingly, the damage was done and the controversy wiped another $1bn (£720m) off the value of Snapchat’s parent company, Snap Inc. Lesson: There is definitely such thing as bad publicity – as Snapchat learnt the hard way. To avoid reputation-damaging nosedives, think more than twice before executing potentially offensive or insensitive marketing activities. This largely comes down to common sense and sensitivity, so think about how content or actions can be perceived. Will it go the same way as Bebo and MySpace? Given the destructive combination of the above factors, Snapchat’s decline in both B2B to B2C custom that doesn’t look to improve any time soon. Though, maybe it’s not all doom and gloom; the app continues to capture the Gen Z audience, as they appear to prefer the private nature of Snapchat and have not grown tired of it like Millennials. So, with that in mind, where should Snapchat go from here? Perhaps they are best stripping things down and return to positioning themselves as a messaging app, rather than a social media platform. Though this may still fail to capture the wider audience, it appears that Snapchat has already tried and failed to compete with other social media platforms – particularly those that are offering Snapchat’s initial ‘story’ USP as an added feature. To find out more information on GDPR and how it affects Marketing, view Generate UK’s latest GDPR blog. Here at Generate UK, we have a long history of working with clients to meet objectives and carry out successful campaigns to a variety of audience profiles. Don’t trust our word for it, find out what our lovely clients have to say. If you would like to discuss your business with us please don’t hesitate to get in contact.  
Generate UK Copywriting

Some Simple Tips & Tricks To Improve Your Copywriting

>> Read Part 2: How To Structure Your Copywriting << >> Read Part 3: Copywriting Techniques to Improve Engagement <<  Copywriting isn’t rocket science, but it can make the difference between your marketing or campaign’s success or failure. The key to keeping your customers engaged really is to keep it simple, write to your customers as if you were talking to them. If you don’t understand, neither will they! Keep it short, keep it sweet and keep it simple. Forget sesquipedalian. Don’t know the meaning of sesquipedalian? Exactly. Neither will your audience. “Sesquipedalian – Adjective – Latin for ‘a foot and a half long’. (Of a word) polysyllabic; long. Characterized by long words; long-winded.” In this first blog we will be outlining some key tips to take your copywriting to the next level through both your writing structure and your choice of wording to help you engage with your customers better. Less really is more when it comes to communicating with your customers. Great copywriting plays an integral part on your website, campaign landing pages, direct or email marketing, blog posts, case studies, whitepapers, printed marketing collateral – to name just a few! You want to make sure it works hard to have a big impact, and often writing simple, persuasive language is the foundation of meeting those demands. You can be quick to think that people want creative, marketing jargon. If you can’t understand it, it must be sophisticated, right? No, this really isn’t the case. Your customers are just like you, they want you to tell them the answers to their questions simply and quickly so they are able to scan your text and pick out the parts most relevant and beneficial to them. Don’t make the customer work hard to get what they need.   We have devised 4 simple tips and tricks to help you get the most engagement from your audience through your copywriting. 1. Use numbers. Numbers engage with the human brain. People find numbers easier to understand and process, therefore always use 1 not one, 2 not two, 3 not three… and so on. They are associated with lists, which have been proven to be more engaging than any other type of copywriting. Claudia Hammond outlines the 9 psychological reasons we love lists in her article for the BBC: We know exactly what we are getting We don’t like missing out They feel less taxing on the brain We like to think we’re too busy to read anything else They are easy to scan for information We always know how much is left It’s fun trying to guess what’s on the list We love being proved right A list feels definitive 2. Ask Questions. Always ask questions to keep your audience engaged and persuasive to your messages, this will help continue your conversational tone of voice. However, the success of the question depends on how much your audience cares about the topic, this highlights the importance of only writing about something your audience really cares about and if they don’t, you have the wrong audience!Simple yes or no questions can help to nudge the reader to subconsciously answer, keeping them involved. If you use open questions your reader will reflect and relate to their own situation – this is where you strategically place your product as the solution to the question. Rhetorical questions however should be used with care as if your audience isn’t fully engaged they would see it as irrelevant. 3. Think about your consumer’s needs and pain points. Your consumers don’t care about what you have to say unless you are benefitting them and / or it involves them. Use the simple rule of 80% you and 20% I/we.   This helps you write to help your audience not to sell you. Also write as if you are speaking to one person, this will make them feel special with all of your focus on them. Think about what you’re saying and how you can turn it around to help your audience. Focus on the benefit not the feature of your product, describing why and giving a reason – this gives a sense of urgency.  Why should your customer invest? And why now? This is how you drum up your audience’s emotions, where you outline the issue they are having and reassure them you have the solution for their problem. Ensure it is all about THEM, if they feel special they are more likely to invest with what you have to say, once you have got their attention and investment you can convince them whatever you’d like. Features Benefits A list of cardio and strength exercises. 10 exercises that will tone your muscles whilst melting your abdominal fat away. Free home delivery. Save time, money and enjoy a better shopping experience from the comfort of your home. The Famous Apple example: Storage for 1GB of MP3s. 1,000 songs in your pocket.  4. Check for poor grammar. Sounds obvious doesn’t it? You’d be surprised how many businesses fail at this one simple rule. Always ask a colleague to look through your work, they will be able to spot any mistakes far quicker than you, who might have been working on it for hours and your brain will autocorrect any errors so you only see what you want it to say. Another great trick is to print your copy and read it on paper – you often see a lot more on a hard copy than on screen!Poor grammar looks messy, you will lose your sense of professionalism and people won’t be able to take you seriously, because the chances are, they will find the issue before you do! The easiest way to write your copy, is to put yourself in your audience’s shoes. Think about what information you would want from the subject and how you’d like to read it – keep it simple, keep it logical, keep it quick.   If you’d like more advice and support on Content Marketing and how you can engage with your customers better, contact us today, or click to find out more about our Content Marketing Consultation.

Increase Conversions with Experiments & Split Testing

Introduction A) Split testing (also referred to as A/B testing) is a method of conducting experiments with the goal of improving any metric, such as clicks, form completions, or purchases. As an experienced gambler would tell you, it’s important to hedge your bets, support more than one possible outcome, to ensure that your business does not end up betting an un-tested advert, landing page or email to deliver results.   Introduction B) Do you ever notice on a website that the content you see differs from what your colleague or friend may be experiencing? Sometimes these experiences are small, a heading change here, a different picture there, other times the page could be completely different. This is no accident, this is a deliberate experiment conducted to improve metrics, such as clicks, form completions, or purchases.   Which introduction did you prefer? Yes, that’s right, this is a split test in an article about split testing. In fact, there are a number of split tests happening on the page right now, so that we can determine which elements provide the best experience. From search advertising to email, we’re going to show you how you can split test too to increase enquiries and conversions.   Google Advertising   Advert Optimisation There are a number of split testing opportunities available in AdWords to ensure that your business is delivering the optimum message to generate advert clicks and drive conversions. Within each Ad Group we recommend creating at least three adverts which each provide a different call to action or headline to understand fully which performs more successfully in fulfilling your business goals. As you can see from our example, whilst our overall message remains the same, how we deliver it changes slightly with each advertisement so that we can understand what resonates best with those looking for SEO services. To create a level playing field, we recommend implementing the “Rotate Indefinitely” ad rotation option so that your adverts will be seen more evenly by users. Whilst it can be easy to be trigger happy when it comes to making changes, it’s important that, when implementing a split test, there should only be one specific difference, otherwise it can be difficult to understand what worked, and what did not. If you were to change the call to action, headline and description, it can be difficult to discern what exactly caused the upturn in engagement. You want to be able to say with confidence that by amending a specific element you saw an increase in conversions, otherwise, that way you can design future emails knowing that one call to action is more successful for your business than another.       Experiments Drafts and experiments let you propose and test changes to your Search and Display campaigns. They help you to measure your results to understand the impact of your changes before you apply them to a campaign. For example, you could trial two different landing pages within your campaign to understand which performs more successfully in driving enquiries and purchases on your website. Here’s how to create an experiment in AdWords: Select your chosen campaign and then select Drafts in the top right corner of your screen. Select Create New and then name your Draft. Once submitted, you will be taken to your draft campaign, where you can make changes without affecting the existing campaign. After you have made all the necessary changes for your experiment, click Apply, and then select Run an Experiment. Name the experiment, enter a Start and End Date, and then select the Experiment Split. We recommend a 50/50 split to ensure that the experiment is shared with a similar audience size. Click Create, and your experiment is ready to go!   Become a marketing scientist with split testing! Conversion Rate Optimisation So, you’ve created a landing page. You’ve followed all of the industry best practices to ensure that your page is fully optimised to generate conversions, however, there’s no one size fits all when it comes to landing page design. What’s succeeded for one, won’t guarantee success for you. Instead, you should rely on trial and error to ensure that your page is engaging for potential customers. Some of the elements you should consider testing are:   Call to action Page heading Page Layout Form length Copy length Main image Button design & colour Informal vs formal tone   There are a number of excellent split testing tools on the market, including those by Hubspot and Unbounce, however, the majority are pay to use tools. For a free A/B testing to help your business experiment with different variations of your website to deliver personalised experiences we recommend Google Optimize. Integrated with Google Analytics, Optimize is an easy to use tool, which provides in-depth insights to overall user behaviour on your website without spending a penny!  However, it must be noted that there is only a three experiment limit at any one time. Using Google Optimize, we’ve made some slight tweaks to this article to test which elements perform better than others.   Email An excellent way to gain repeat business, as well as new customers, email marketing provides an easy and cheap solution to communicate with an audience who have interacted with your business previously. Split testing can be an excellent tool to try new techniques or formats within your email campaigns – without the risk of sending an disengaging email to your entire data set. Similarly to optimising your web page, there are a number of elements you could consider testing:   Subject line Call to action Layout Length Images Offer/Discount How the reader is addressed   If you are looking to improve your conversion rate and engagement metrics, get in touch with one of our expert consultants today. We focus on objectives, segmentation, personalisation, deliverability and the all-important message to ensure you’ll achieve the most from your campaigns.  
AdWords in scrabble tiles

What Are Custom Intent Audiences?

The Google Display Network is great. It can give your business a big boost in brand awareness and help you reach prospects while they’re browsing relevant websites or apps, or even while they’re checking they’re emails! Despite the fantastic benefits brands can reap from the Display Network, the broad audience pools, high impressions and relatively low click through rates have left many marketers longing for a way to narrow down the audience for their Display ads – quality over quantity, right? That’s where Custom Intent Audiences come in.  At the end of 2017, Custom Intent Audiences were among the new features that Google introduced to AdWords, in order to help marketers drive conversions and ROI from their campaigns. Similar to both remarketing and in-market audiences, this particular feature allows marketers to reach prospects who are already actively searching for a product or service relevant to their business. How do Custom Intent Audiences work? Custom Intent Audiences display ads to your prospects, based on their previous activity and intentions. There are two ways in which Custom Intent Audiences can be created: Auto-create: Using machine-learning and AI, Google can auto-create Custom Intent Audiences using a combination of data from your current and previous AdWords campaigns; your website and your company’s YouTube channel. These custom audiences will display in the Audience Centre as an auto-created audience and will be exclusive to your AdWords account. Create your own: Alternatively, Google allows you to build your own audiences using keywords and URLs related to your campaign goal, that is, those that your audience have visited or are likely to be interested in. Following the creation of your new, highly targeted audiences, you will then be able to create optimised display campaigns, as you would typically, to show your customised audiences. Boost Your Reach Further with YouTube Months after Google introduced the new targeting method, it was announced that Custom Intent Audiences for use on YouTube would become exclusively available in the new AdWords interface. To boost the effect of your Custom Intent Audiences even further, it is possible to create AdWords video campaigns that can be shown to specific prospects when they watch videos on YouTube. Again, targeting is based on the relevant Google searches that users have carried out, so as well as benefiting from the boost in brand awareness that YouTube TrueView ads provide, this provides another content medium for you to use to capture the attention of already relevant and qualified prospects. Creating Your Own Custom Intent Audience The great thing about AdWords’ new audience feature is that Google can do all the work for you, if you so wish. However, if you want more control and visibility over the targeting for your Custom Intent Audience, we have a number of tips on creating your own: Research, research, research: As with any marketing activity, ensure that you’re well informed of the keywords and sources that will give you the best, most relevant and engaged audience. Pick the right URLs: Don’t be afraid to go as granular and specific as possible – it will benefit your campaign! For example, rather than include a Homepage, include the specific product or service pages. Also, always opt-for public, accessible URLs, never sources that require users to log-in. Include all relevant keywords: Just like your search network ads, be sure to use a range of broad and specialist keywords that different members of your audience may favour. Stick to one theme: The core of Custom Intent Audiences is to narrow down the focus of your Display Ads, so be sure that all of your chosen keywords and URLs have the same thing in common. This makes it far easier and effective for Google to find the ideal users for your campaign. So, for example – let’s take Generate UK – as a full service, digital marketing agency wanting to advertise our vast array of services, we – or Google – are now able to create an audience of people browsing sites relating specifically to “PPC management services” or “innovative design agency”. Google will calculate both reach and performance estimates for our audience(s) – whether it is auto-created or curated – so that our campaigns can be even more targeted and precise. Monitor and Optimise The newly introduced, Custom Intent Audiences mark an interesting shift in Google’s advertising opportunities and set-up on the Display Network. This more granular, audience-centric way of targeting is not dissimilar from the targeting on social media sites like Facebook, LinkedIn and Twitter. Once your campaign is live and has been running for a while, remember the importance of monitoring the results to identify which audiences are getting more conversions, as this will allow you to optimise your campaign even further.   How can Customer Intent Audiences benefit your ads? The age of the Millennial and the dawn of Generation Z have meant that young prospects are now far more digitally-savvy. Having grown up in an age of constant technological advancement, the average Gen Zer will have seen approximately 200,000 marketing messages before they reach the age of 15, making it ever more important for marketers to cut through the noise. Along with less patient, more savvy prospects comes higher expectations, Google’s new addition to AdWords targeting on the Display Network can be easily utilised to help you reach your specific audience more effectively – beyond pre-defined categories and later on in the buying cycle.   If you need advice on how to manage AdWords more effectively, take a look at our online advertising services. We can help you utilise Customer Intent Audiences to go beyond pre-defined audiences and catch your customers right as they are planning to make a purchase. For more information on how we can help you get the most from your campaigns, contact us today.
Internal marketing business meeting

Internal Marketing: Your Secret Key to Brand Success

So, what is internal marketing…? Good question. Internal marketing is the process of creating support for your company and its activities among your own employees. Whilst this sounds like common sense, it’s something that as marketing professionals you should be paying close attention to, as for many in the B2B industry ‘People’ is one of the most important elements of the 7Ps of marketing. A customer’s experience with one of your employees can often make the difference in their buying decision, and from your CEO to sales people, receptionists to customer service team, everyone that your customer could come in to contact with should understand your brand and its values. If your employees struggle to understand to your company’s products, services, goals or vision, it’s difficult to expect your customers to. Why should I market to those inside my company? Internal marketing is one of the best ways to form a stronger connection between your employees and the products and services that you sell. Without that connection, your employees may become disengaged and detached from your company’s messaging and the core customer expectations that are set by your advertising, which can lead to perceived poor customer service. Employees unified by a common goal can develop a sense of purpose and identity within the organisation. People that care about the company they work for are more motivated to work harder and their loyalty to the company increases. To further emphasise the power that internal marketing can have on your overall brand success, the 2018 Edelman Trust Barometer found that 42% of those surveyed didn’t know which companies or brands to trust, not an unsurprising statistic in the current ‘Fake News’ climate, however, more consumers were more likely to trust a company employee over its CEO in terms of credibility. This is even more prevalent when reported that content shared by employees receives 8x the amount of engagement of content shared on brand channels. With this level of trust and engagement, it’s imperative that your employees become your company’s biggest advocates. How do I improve my internal marketing? 1) Keep your employees informed No one likes to be left out. Not only can sharing company news and information help to keep your employees engaged with achievements in the organisation, but can also help to build staff rapport and a more collaborative workspace where employees learn more about each other. There are a number of potential ways to keep employees informed: Monthly Newsletters Company Noticeboards Group Emails Coffee Mornings Company Intranet 2) Empower your staff To create employee advocates, it’s important that they feel integrated and valued within the business. An excellent example of this came from Jack Welch during his tenure as CEO of American firm General Electric. Looking for methods to push General Electric forward, Welch developed a boundary-less organisation. Looking to encourage free-thinking within the organisation, Welch encouraged his team to brainstorm ideas without the need for someone higher up the chain to think of them first. Promising to listen to anyone at the company – from the bottom of the ladder to the top – Welch implemented an open-door policy to allow anyone to pitch a new idea. General Electric went from success to success, and a large contributing factor to this was the empowerment that its staff felt to not only become advocates for their organisation but also to contribute ideas that identify, anticipate and satisfy customer requirements. Encourage ideas and feedback from anyone in the organisation to help them feel more involved the company direction. Inspire growth and a development culture within the organisation to help expand your organisation’s expertise. Involve more employees in the decision making process – as stakeholders, your team will be more inclined to be invested in the company’s performance. 3) Tell your story Whilst those who work for the Ford Motor Company are likely to know the story of, their founder, Henry Ford’s goal to create an affordable vehicle for working and middle class families and their pioneering use of mass production from their Detroit factory – this is not the case for all businesses. Employees will receive an induction when they join an organisation detailing its processes and operations, and will likely receive a bulky and informative handbook, however it’s important to ensure that the company’s vision, beliefs and personality are also shared with your employees. This can come in many forms: A company video detailing the brand’s history and values A timeline showing key moments in the company’s history. A culture book explaining the brand and how employees should be expected to uphold the brand values. Style guidelines – are your employees aware of your company typeface, colour palette and brand imagery? How we can help We have worked with some amazing brands helping them develop their goals and values through research, strategy, ongoing brand consultancy, design visuals and implementation – ensuring that those both inside and outside the organisation understand their unique company message. Working with you to achieve the full potential of your brand, we can provide you with the services you need to ensure that your brand engages its employees through developing communications strategies, developing brand guidelines and crafting stories that share your company’s vision, beliefs and personality. To find out more about how we can help, speak to one of our expert consultants today.