Preparing for the New Normal – How accommodation providers in France are rethinking and adapting their services and what can we learn from this?

Paul Dobson, Senior LEcturer,Staffordshire Business School


It’s been a challenging, confusing and worrying time for most industries during this current Coronavirus Crisis. But the hospitality sector in particular stands to be one of the hardest hit as it struggles to contemplate how it can continue to trade successfully keeping social distancing in mind, coupled with a rapidly shrinking economy.  As part of Staffordshire Business School’s support to organisations I’ve been supporting the local and international hospitality sector and as the French businesses are ahead of us in coming out of lockdown I’ve noted some points to help prepare UK organisations.

After 2 months enduring some of the strictest lockdown controls in Europe, France is slowly opening up its economy and society. And the vast, hugely varied accommodation sector, which historically welcomes visitors across the world, is undergoing a rapid and radical revolution to ensure it can continue to attract customers in these unprecedented times.

The newly forced need to keep distance and natural sense of personal safety has fallen well into the hands of some of the self-catering sector. Private homes and villas, especially those that can offer generous outside space as well as little or no contact with others, have seen a huge demand since the 11th of May when the French Prime Minister officially declared that travel up to 100km was now permitted. The public, who have been largely “imprisoned” with massively limited scope to be outside their own homes since the middle of March inevitably have an overwhelming desire for a change of scenery. However, this is not a universal permission and policy, and restricted zones still exist across France, and indeed many local governments, even in the less-infected “green regions” are enforcing the continuation of heavy trading restrictions and forced closures of accommodation providers. But where these rules do not apply, the flood gates have opened and demand, all from customers within the 100km radius, has been significant. Also worthy of note is that the average length of stay has seen a dramatic increase for this time of year.

That’s not to say that this is return to normal times for these accommodation owners. French hospitality organisations have had a massive increase in questions about sanitation, personal responsibility and uniform industry standards on cleanliness and contact that the UK accommodation businesses will need to be prepared for when lockdown restrictions are relaxed. As of today, these restrictions haven’t been totally clarified in France, and only “best practice” guides from local tourism authorities exist online. Some of the leading booking platforms and websites for this sub sector are advising “safety gaps” between customers of, for example, 24 hours to allow any surfaces to become less likely to cross contaminate in the future. What is apparent from discussions with French hospitality businesses is that there is an increased desire for customers to have  “direct online contact” with the service rather than through  online booking platforms.  This could be a welcome shift in attitude as this not only allows peace of mind for the customer, but also less commissions for the business owner to pay to the booking platforms which have come under much public criticism and scrutiny of late because of their high charges. One of the French businesses I’ve talked to has had an 800% increase in Facebook messages, their analytics has shown an increase in both mobile and desktop visitors to their website and the number of emails has increased by over 200% compared to last year.

The B&B (Chambres d’hote) and Hotel sector have reported an uphill challenge. With a mix of different guests under their roofs, all with potentially varying attitudes to respecting the new government guidelines, this poses a significant threat to their short- and medium-term existence. However, those that can offer genuine space, especially outside, have a clear advantage over those that cannot. Going from one restrictive box to another isn’t likely to be a great draw for the new discerning needs of the Covid-19 era traveller.  Forced confinement has brought about a new desire to be out and about in nature, and burn off all those excessive calories consumed since March.

But with the high season fast approaching during which these businesses would traditionally run at maximum occupancy, the reality is that these organisations will be forced to not only give “buffers” in between guests checking out and the next ones checking in, but also run at a lower occupancy to ensure that interaction between different customers is minimized. Therefore “Making Hay whilst the sun shines” will this year inevitably bring about a lower yield, and reduce the vital cashflow which sustains many of these businesses during the quieter months. 

An example of changes implemented is the hotelier Tim Bell and Ingrid Boyer in the Auvergne region of Central France. Tim has developed their website to include a link to their Covid-19 guidance on their home page (see https://chabanettes.com/). This is updated on a regular basis and outlines their commitment to client’s safety.  He implements rapid alterations to its usual offerings and has created the foundations for business continuity and customer confidence.  He has also set up a Facebook forum for like minded accommodation owners in Europe seeking support and advice. Tim collates industry data, statistics and best practice ideas from all over the accommodation sector and share his opinions and advice with the group.

The sector in which he operates is having to rethink more radically about its traditional services to ensure competitivity and customer confidence. This ranges from the provision of catering which is leaning initially more towards a “Room Service” culture to a complete overhaul of the check-in/check-out customer touch points, looking to technology and globally recognised physical safety barriers to reduce risk of viral spread. For an industry which relies heavily on close, personal contact for their reputation and overall experience, keeping a balance between customer satisfaction and safety is proving challenging, but not impossible. Clients now expect a more sterile and distanced world, with supermarkets leading the way in some innovation and rethinking of the customer journey that the hotels are learning from, such as one-way corridors.

Until the world is safely vaccinated against the virus, the accommodation industry will have to adapt quickly and radically to guidelines, legislation and customer fears. History has told us that businesses that do this will have the best chance of survival, and those that don’t not only fear a downturn in business, but also a very visible online reputation for ignoring what is now the number one priority for the 2020 traveller – Safety.

Chatting with chatbots

Keair Bailey, Msc Digital MArketing Management


Chatbots are the cost-effective way for a business to stay engaged with their customer 24/7, this blog will discuss why businesses should be including them in their next marketing implementation.

On a very simple level, a bot is just a bit of software that can carry out pre-determined actions on its own without being actively controlled. This is discussed in further detail by Neil Patel who describes it as a “wind up toy”, you build it to carry out what you want it to, you wind it up, and then you let it perform the action it was designed for.

The Customer comes first

The first advantage that a business will notice when introducing chatbots to their marketing is the speed in which the bots reply to customer support messages. This is extremely important as its very common for customers to get very frustrated when made to wait for a human over the phone on through a chat. There is no way to accommodate enough human customer support workers for every customer with a query which results in long wait times. TheModernFirm did a study on customers who have had to call in order to reach customer support, these numbers were found:

  • “67% of customers hang up out of frustration when they can’t reach a real person.
  • 75% of customers think that it takes too long to reach a human being.
  • 72% of callers who reach an automated/recorded phone line will hang up.”

These problems will result in lower customer loyalty and eventually a loss of profits.

Implementation of a chatbot would eradicate these problems, A chatbots response is immediate and a customer can have their query solved in a matter of seconds. Customers are also more likely to reach out for support if they see a ‘Live Chat’ button.

More information

Businesses today put a lot of emphasis on knowing everything about their customer, this is normally done through primary research. Information such as what a customer is buying is available as a company can just look at sales statistics, however, products that a customer is choosing not to buy is harder to work out as there are far more variables involved. The best way to gain this information is straight from the customers their selves, this is made possible by the mighty chatbot. Email doesn’t result in as accurate information due to the back and forth nature, a live chat allows the customer to reply naturally which leads to more accurate information.

Modern Evolution

LearningHub stats show that Chatbots will power 85% of customer service by 2020 and by 2022, chatbots will help businesses save over $8 billion per annum. If these stats stay true, which information is leaning towards, companies who HAVEN’T introduced chatbots into their marketing strategy will be left behind. Customers will simply stop doing business with company’s that require extra steps to get what they want. Together with the cost efficiency of the chatbot, It makes less and less sense to continue to pay a human to do an AI’s job. Speaking of humans, its very common for somebody working customer support to make a ‘human’ error, this could be something as simple as interpreting the meaning of a question slightly wrong which can lead to frustration or a loss of sales from the customer.

They’re taking our jobs!

While the AI in a chatbot can usually accommodate for most requests from a customer, it’s very easy for a chatbot to get stuck if a customer’s query is slightly different to its base algorithms that its been taught. Also, as a chatbot learns from the responses it receives from a customer, it can sometimes make the wrong decision internally due not being able to actually choose which decision it wants to make, it is just following the code. An example of this is a Microsoft chatbot used on Twitter being taught racist and misogynistic responses by customers in less than 24 hours, to avoid this, the chatbot must be optimised properly.

Conclusion

There is an endless supply of advantages when it comes to assessing chatbots, they can save your company money and time, improve your customer relations and customer loyalty and ultimately create a better brand image. Although, an influx of AI and bots makes the whole customer service process very impersonal and cold as suggested by Neil Patel. Neil also suggests that chatbots should most definitely be used in their marketing strategies but the businesses should also be careful as to not “water down” their marketing.

“All good things in moderation”.

Unflitered: The Truth about Influencer Marketing

Leah Mahon, MSc Digital Marketing Management student


Influencer Marketing (IM) is the latest marketing trend to take the digital plethora by storm – one like and re-post at a time. According to Influencer Marketing Hub, IM combines the use of old and new marketing strategies, and turning it into modernised content fuelled marketing campaigns through collaborations between brands and “influencers” who set up their own social media pages and create their followings.

For businesses – big and small – it is worth getting to the know the person behind the filter before letting them influence which directions your business goes down. Here are a few things to keep in mind…

The Federal Trade Commission (FTC) Guidelines came into full force after numerous followers of popular YouTube and Instagram accounts were collaborating with brands and not making aware that they were receiving a profit in return from their content. To ensure transparency among the audience you’re trying to reach through your Influencer, clarifying that a simple #ad or #sponsorship can save them and your business some major thumbs down.

Beauty Vlogger Zoella

Clear communication is key between your business and the influencer you choose to work with. Popular beauty vlogger, Zoella, faced backlash from her fans and their parents last year after her collaboration with Boots and her 12-day advent calendar, containing a bauble and cookie cutter, saw it priced at £50.00 – putting her good girl next door image a risk. She stated, however, that the final cost of the product was not her decision, and given the many loopholes it takes for a product to make it on shelves whom has the final say is usually obvious. However, businesses need to remember that every detail from the price to the packaging will affect the message sending out to their new audience in some way – and ultimately both parties pay the price.

Oprah’s contradictory Tweet

The Influencer has to believe in the brand and the product or service it is promoting. Microsoft collaborated with world-wide influencer, Oprah Winfrey to endorse their new Microsoft Surface tablet. Social Media Today describes how Oprah sought out Twitter to promote the new technology – only to do so via her iPad, one of the product’s direct competitors. Despite her global influence, not even she could increase sales if her influence doesn’t even believe in the product itself. It’s important for businesses not to collaborate just for the number of likes and followers, but what the Influencer believes in too. Right down to what tech they like to send their Tweets and DMs off.

At the heart of this new industry trend is authenticity amongst the audience that follows. In a time when filtered photos begin to look just like that, picking an Influencer that is transparent with their following from the start and for you to harness their honesty well, can be the deciding factor for a like or dislike.

8 Trends To Keep Your Eyes On In 2018

1. Instagram Stories Drive Upcoming Instagram Trends

Instagram Stories is a big deal and they’re not going away. Daily viewers of Instagram Stories surpassed daily SnapChat viewers just one year after launch, and the growth isn’t stopping.

Instagram Stories was likely the biggest single change in the Instagram UX, and its marketing implications are huge.

A huge deal with Instagram Stories is this: accounts with over 10,000 followers can now add a link within the feature. Considering the fact that the only other place you can put a link on Instagram is just the one buried on your profile page, this is a huge deal, as it multiplies buying or inquiry opportunities by orders of magnitude.

Instagram Stories in particular will be relevant from a marketing perspective because, compared to other transitory video platforms, Instagram metrics are eminently trackable.

A final note on Instagram Stories: Their foundation is social media engagement gold. Video drastically outperforms all other forms of content on every test.

2. Influencer Marketing Makes Major Contributions to Social Media Engagement

Influencer marketing is big business — a billion dollar industry by some counts. There is an exhaustive list of micro-celebrities who earn six figure incomes. And this isn’t a fluke. Influencer marketing is uniquely keyed to exploit certain facts about a growing number of buyers.
As Millennials advance their careers, and Generation Z starts theirs, an enormous population’s purchasing power is increasing swiftly. These two groups — who, combined, literally comprise most of the world’s population — are uniquely influenced by this marketing method.

3. Generation Z to Decide Social Media Trends

We’ve mentioned Generation Z in both of the previous topics for good reason.

RetailDive had this to say about Generation Z and their associated social media trends:

“Gen Z is two- to three times more likely to be influenced by social media than by sales or discounts — the only generation to value social media over price when it comes to making purchase decisions…”

Furthermore, 81% report watching at least one hour of online video per day, or more, according to a study by Fluent, covered by AdWeek. Combine these facts and realize that droves of Generation Z will graduate college and/or start careers next year, and you start to see the powder keg.

4. Messaging Platforms Make Companies Accessible

 

What do you know about WeChat? They’re a wee little Chinese messaging company . . . errr, one that’s looking to cross 1 billion users this quarter. WeChat and WhatsApp are absolutely ubiquitous across either ocean, reaching across many different functions to dominate social media, direct messaging, and even purchasing and commerce.

Every year more and more buyers are Millennials and Gen Z, and fewer and fewer are older. In case you’re not aware of these people’s overwhelming preferences when it comes to talking to a company, we’ll illustrate in their native language:

top-social-media-trends-20185. Live Streaming Explodes

Live streaming isn’t about live streaming. At least not in the way we’re going to be talking about it. You’re going to see a lot more of it in 2018, and the people who do it well will be fully with the times and accelerating. Its prevalence will increase because it works.

But there’s something more at work here.

It’s actually about technology. We get better phones every year. Does that mean that we’re running the same apps better? Sometimes. But once the technological baseline of the average user has clearly moved up a notch, it becomes about making more robust apps that do more and fully take advantage of that new technology.

The smartphones of today are better than what we used to have by orders of magnitude. Furthermore, our data speeds are better, and are poised to make yet another insane leap in the next few years when 5G becomes the standard.

Live streaming is a medium or implementation of social technology that’s uniquely positioned to take advantage of hardware improvements for the next several years. The resolution of an image the size of a phone screen can only get so good before you have to zoom in to see a difference.

But better video processing across the board means all devices involved can handle more streaming at a better quality across more channels at the same time. This is such a huge change that it’s possibly unclear that anyone is even capable of fully understanding the ramifications.

6. Twitter is Going to Change

And they themselves might not even know how just yet.

Twitter has been slowly circling the drain, in some respects, for a long time now. 2017 pulled no punches with the social network, either. Twitter needs to make some big changes to stay relevant, as its growth is the slowest of all the major social media platforms.

7. Online Hangouts Become the Norm

Online hangouts go hand-in-hand with the live streaming trend, and with Generation Z. Consider Houseparty — an app for multiple friends to essentially FaceTime with each other in a group setting.

Houseparty made quite a wave in 2017 with rapid growth, and hit its stride well enough to inspire copycats, including perhaps an effort on the way coming from (no surprise here) Facebook.

The online hangouts trend is also going to intersect with VR. Sure, everyone promised everything this year with VR and AR, and all that ultimately came of it was two weeks of Pokemon GO.

But this year actually has the potential to be different. Many promising programs have another year of beta testing still left under their belts, but the technologies are improving in exciting ways. Once again, Facebook is at the epicentre, with Facebook Spaces.

8. Social Platforms See More Hardcore Moderation

The last year or so has forced the hand of several tech and social media titans to intervene and play a more active role in content moderation. Those manoeuvres, in retrospect, felt more like damage control than any sort of final solution.

We’re likely going to see companies revisit this in a more significant or longer-lasting way, and definitely more proactive than reactive.

As leveraging social media outlets for marketing first took flight, some were dubious of their staying power. The years since have changed sceptic’s into believers, and what’s on the forefront will clearly and easily amplify the channels’ relevance even further.

2018 is here… but were you prepared?

2018 social media trends predict that time on social media platforms will increase. This means you will need to improve your online presence in the year to come.

 

By Richard Holland – MSc Digital Marketing Student

 

Contact –

Linkedin- Richard Holland

Instagram – Ricardo J

Brand –

Instagram – Ricco London

Twitter – Ricco London

Facebook – Ricco London

Website Design: Inclusive Experiences Part 1 Visual: Colours and shapes

By Nick Heywood on the MSc Digital Marketing Management award

Why is accessibility important?

In order for the consumer to have an overall positive experience, it is strongly recommended that your project is designed to be inclusive. If the right accessibility isn’t in place, it could exclude consumers who may struggle or even be unable to interact with the project. The information that will be covered in this blog series can be applied to digital projects ranging from websites to computer games.

Visual Colours

Visual Colours

Visual: Colours and shapes

Visual aspects are crucial in any digital project, the appearance of your content is the first thing most consumers see, and influences how they will interact with it.

Using colour schemes/overlays

Using colour schemes/overlays

Colour-orientated design

This can be a tricky one, the use of colours can aid the experience for some consumers, it can however also hinder others if substitutional elements aren’t implemented.

Colour Schemes/overlays

Let’s start with how colour can aid experience, consumers with conditions such as Dyslexia and/or Irlen Syndrome can struggle to read against certain contrast and colours, due to struggles including the processing of spectral light, which influences how they process visual information; the use of coloured overlays to tint colours in front/behind the text can ease readability for them.

There is software that can help them with this online such as ColorVeil and nOverlay, although other platforms would benefit from access to alternative text colour schemes.

Alternate text colour schemes refer to the colour of the text, and the background behind it, especially in sections containing large bodies of text, or requiring quick reference during interaction. Providing options for the consumer to alter them provides an opportunity to not only tailor the experience to their needs, but also make it their own.

Colour schemes to take into consideration are shown in the image below

Text-Comparison on different colour backgrounds

Text-Comparison on different colour backgrounds

Taking font style and size into consideration can also aid this experience, Sans-Serif style fonts tend to be more comfortable to read, an extensive list of similar/other fonts to consider can be found at Dyslexic.com.

Communicating through shapes

If you rely on only colours to communicate functionality or change to consumers, it will be inaccessible to anyone who has a form of colour-blindness. Colour-blindness is a colour vision deficiency that affects how many colours a person can see in general; average colour vision is formed by three colour receptors in our retinas that process red, green, and blue, whereas a colourblind person will lack one or even all of them. The image below makes an accurate comparison of how people with various conditions perceive colours through their vision.

Colours perception for various conditions

Colours perception for various conditions

Photo Credit: Cole Seidner

This is why using various shapes can also help communicate your design, for example: how iOS Mail uses circles and Flag symbols to identify content you may wish to check, or how Twitter “fills” the Like/Love symbol to indicate you have Liked/Loved a post (see example below).

The role of colour and grey-scale options

The role of colour and grey-scale options

Viewing your content in a Greyscale colour filter is a good way of reviewing if colourblind individuals are able to visually process the information without the need of colour. Most modern smartphones have this feature under their Accessibility settings, up-to-date versions of Windows 10 (Windows+Ctrl+C) can also do this, Macs can do this via Universal Access in their System Preferences, it’s also feasible in Linux with plugins.

Following these steps in your project design will take it one step further to becoming an inclusive experience for consumers. Next time, we will be looking at how to communicate information that can’t always be seen or heard.

Nicholas Heywood

Twitter – LinkedIn – Portfolio

MSc Digital Marketing Management Student (Full Time)

Facebook, Engagement Baiting, And What Not To Do…

Asking for ‘likes’, ‘tag a friend’ or ‘share this post’ is now being marked down by Facebook. A prime example below…

Yes, we’ve all done it…

“Tag someone who might be interested”

We all do it because it works (or did work).

That post back in October ’17 on Weston Cricket Clubs Facebook Page reached over 2000 users, whilst updates without a ‘nudge’ are lucky to reach 200. This was achieved by simply asking followers to engage with the post.

However…

Last month (18th December 2017) Facebook announced a new crackdown on what it calls Engagement Baiting.

What Is Engagement Baiting And Why Doesn’t Facebook Like It?

Engagement Baiting is the process of ‘tricking’ users into engaging with a post. The practice is designed to make a post or page rank higher in Facebook user newsfeeds by achieving more engagement.

Facebook has named 5 forms of Engagement Baiting it is taking action on:

  1. Vote Bait – Using a different reaction to represent a vote on a post;
  2. React Baiting – Asking a Facebook user to express how they feel about a post;
  3. Share Baiting – Asking you to share a post or page with a friend;
  4. Tag Baiting – Asking you to tag your friends in a post;
  5. Comment Baiting – Asking users to respond with a specific phrase, word, or number to a post.

Engagement Baiting Facebook

Image Source: FACEBOOK

Why Is This Important?

Simply put, brands, influencers and companies use this technique to get more organic engagement with a post, which can help them:

  • Generate visibility;
  • Give exposure to new audiences;
  • Ensure your content is being seen;
  • Grow their audience;
  • Potentially help them make more sales.

Facebook now considers Engagement Baiting to be spam.

What Have Facebook Said?

Facebook will start demoting content which they feel are ‘spammy posts’ that actively solicit users to interact with a post in a specific way.

The purpose is to allow for more meaningful posts, pages and conversations on Facebook and improve its user experience.

If you engage in this type of activity, you can expect your page and posts to be demoted.

Oh no… GIF Source

Facebook has given page admins guidance on Facebook Newsfeeds which they encourage all to read.

Posts, where people ask for help, advice or recommendations, will not be considered as Engagement Baiting and as such, will not be impacted by the update. These include missing person reports, charity work or asking for tips on writing a blog.

How Will Facebook Do It?

According to SEJ, Facebook will collect hundreds of thousands of examples of Engagement Baiting posts and pages and train an algorithm to detect the different versions. This will happen automatically.

So…

Click here to share this post on your Facebook newsfeed.

By James Rowland, Business Development Director at Neathouse Partners Ltd 

How Influencer Marketing Could Benefit Your Business

Influencer marketing focuses on using key leaders to drive your brand’s message to the market. Rather than marketing directly to this large group, you instead hire or pay these influencers to inspire and get the word out for you.

According to McKinsey, Influencer Marketing generates double the sales of paid advertising, as well as three times the amount of “word of mouth” messages. Furthermore, it results in recommendations – where people are up to fifty times more likely to purchase.

Influencer marketing could benefit your business in a number of ways, and you should consider using it because:

  • It’s more authentic than an advert.
  • It’s more cost effective than many other marketing channels.
  • It provides shareable content, which could amplify results exponentially.
  • You can effectively target a new audience.
  • It’s a way to create real-time engagement.
  • It’s an easy way to build trust with your customers and future customers.

Two cases come to mind where Influencer marketing benefited the business and the influencer, such as Youtube star PewDiePie teaming up with the makers of horror film ‘As Above, So Below’ – creating a number of videos in which he completed challenges and tasks set in the catacombs in which the film was set. This resonated with his then 27 Million subscribers, and received nearly double the views that the trailer for the film did.

The other, according to Neoreach, is American retail giant Walmart teaming up with former Vine star Meghan McCarthy. Meghan posted on Snapchat, Instagram, Twitter and Youtube, putting her stamp of approval on the promotion that she was promoting. Her posts gathered hundreds of follow up posts and tweets, an impact that no television ad campaign could make.

The Big Influencers for 2018

According to Forbes, some of the top influencers of 2017 are going to be even bigger in 2018. 

If the budget is there, then these are the kind of people that you want influencing customers to buy into your product or brand.

These include gaming maestro Markiplier, Keynote speaker and entrepreneur Gary Vaynerchuk, cooking whiz Rosanna Pansino, six-year-old Ryan ToysReview and powerful lady Lilly Singh.

Whilst all of these people have the majority of their following on YouTube, they are also influencers on the likes of Instagram and Facebook and could cost a hefty sum.

Some of these people may be out of your price range, but if you can find a local influencer to promote your product, then that may be worthwhile to your business.

.

Regan Foy (Twitter / LinkedIn)

Staffordshire University Students’ Union

MSc Digital Marketing Management Student (Full Time)

Google AdWords Basics: What Beginners Should Know

When starting out with Google AdWords, it can be very confusing. There are many aspects to consider and it is easy to waste a lot of money very quickly.

Google AdWords has much more to offer than the basics but it is very complicated to do well.

Nevertheless, having reviewed various accounts in my time, there are some basics beginners miss and MUST know about.

Keywords

Having a keyword strategy in place is imperative. Beginners go wrong by picking 100’s or even 1000’s of keywords and bidding on all of them.

Google Keyword Planner

This will bleed your budget before knowing what keywords convert and which do not. You will very likely end up with no budget left and no return on investment (ROI).

What they must do is hone in on the ones which matter.

Take a step back and think about your target audience and ask yourself:

  • What do they want?
  • What will they specifically search for?

At the start of any Google AdWords campaign, it is better to be narrow with your keywords than too broad.

Over time, you can broaden your campaign by using a more detailed keyword strategy, such as the Single Keyword Ad Groups (SKAG’s) strategy.

It’s also important to check your negative keywords daily, or if you do not have the time, at least once a week as a minimum.

Conversions

A conversion is a process of showing an outcome from a click on your website.

This could be to gain a potential leads contact details, download an e-book or making a sale.

This easiest way to set this up on your website it by having a specific ‘Thank You’ page which can only be accessed when someone completes the outcome and link your conversion to that page. There are other ways, but this is the simplest. There is lots of free advice online to help you do this.

Google Conversions

Once this has been completed, you can then analyse what keywords are the best for you (and to know your campaign is working), and what keywords do not work so you can stop budget spend on what doesn’t work – and maybe funnel more budget into the keywords that do (just my logical suggestion).

Once you’ve set up conversions, you need to know your cost per conversion breakpoint.

Without knowing this, you will not know your maximum bid you can budget for to make a
‘return on ad spend’ (ROAS).

Here are 5 steps to working out your cost per conversion breakpoint.

This is vitally important as if pay-per-click (PPC) campaigns are too expensive you may need to rethink your marketing strategy. Dropbox is a good example. They had an aggressive AdWords PPC campaign, but it was quickly stopped when they had a $300 customer acquisition cost. Instead, they introduced a free referral program.

Ad Copy

Oli Gardner from Unbounce suggests that 98 percent of ads are a waste of money. What you do not want when you’re first setting up your AdWords campaign is bad ad copy.

Good ad copy can boost your click through rate (CTR) and thus positively affect your quality score (QS) which will result in a cheaper cost per click and increase your potential ROI.

In order to have good ad copy, follow these 5 steps:

  • Use Statistics – Statistics in your ad copy are a great way of grabbing attention and differentiating ads from your competitors.
  • Remove Pricing – analysis of top performing ads shows just 40 percent of top-performing branded ads and 37 percent of non-branded ads included pricing.
  • Use Promotions – It’s no secret, using promotions and discounts in ads are older than time itself, and guess what, they work!
  • Punctuation! – Use exclamation marks. SEJ found a significant increase in CTR when testing ad copy with an exclamation mark, and without one.
  • Appeal to Emotion – Ads that appeal to people’s emotion can result in positive results with their CTR. You can even use a headline analyser to test your headline out.

Google AdWords Ad Copy Template

Post Click Strategy

So you’ve found the best keywords, you’ve got great ad copy with a high CTR and you’ve set up conversions, but you’re not actually getting any. This is where your post click strategy comes into play.

You need to make sure you have a landing page specifically targeting the Keyword the visitor has come to the website from. If they want to buy frozen vegetable, the landing page should be about buying frozen vegetables.

The best way to design your landing page is by firstly, creating a page within the parameters of best practice for Conversation Rate Optimisation (CRO) techniques, and then A/B testing the pages with various controlled variables.

Unbounce is a great tool for creating and then split testing pages.

Basics Covered, But What Next?

Don’t make the mistake of thinking once you’ve mastered the basics, that’s all there is to Google AdWords.

There are numerous additional elements you will need to research and add to your account as you learn, these include:

  • Ad Extensions;
  • Google Display Network;
  • Advanced Settings.

As with anything in Digital Marketing, the more you learn, the more pitfalls you’ll avoid which will result in greater success for you and your business.

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By James Rowland, Business Development Director   at Neathouse Partners Ltd 

E-mail marketing or Messenger marketing?

What Email Marketers are saying

When it comes to email marketing software, marketers are spoilt for choice. But how do they feel about the emails they send?

It turns out that relevance is a huge concern for them. DMA reports that 42% of marketers say only some of the emails they send are relevant, and a whopping 10% say their emails aren’t relevant at all. That’s an issue, with consumers trashing irrelevant email.

Another issue people wonder about is the ROI of email marketing. In other words, is it really worth it? Various comparison’s of email marketing vs social media shows that email outperforms social by miles. And Chief Marketer says the ROI of email marketing is 28.5% better than for direct mail.

So what does Messenger do better?

Well, the big problem with email marketing is that you’re talking at your users and potential customers, not with them.

It’s kind of like being on the receiving end of a sales pitch, one where you have no say until the salesman is finished leaving you with only one response, yes or no.

Messenger though, creates a conversation.

It’s the only channel that solicits real time feedback from your users, the only channel where they have a say and shape the conversation which builds interest and engagement.

Check out the below example from 1800-flowers.

What Does the Future Hold?

Email is a mature channel, one which has been extensively developed and includes various advanced features to help you better market to your customers.

Messenger on the other hand is the new kid on the block.

It’s showing great promise and is getting far higher engagement in the areas where they’re going head to head, but it’s not yet at the level of sophistication email has developed.

Messenger is quickly gaining ground on email in terms of features and is already outpacing the platform in the areas where there’s overlap.

So what should a smart store owner like you do?

Well, what you shouldn’t do is abandon email marketing in favour of Messenger. Right now Messenger simply doesn’t have the advanced functionality and tracking of email.

However, if you already haven’t you should be looking at implementing Messenger on your site ASAP.

Right now, Messenger is the perfect complement to your email marketing. And if the last year is any indication, in the near future Messenger will continue to outperform email in other key marketing and communication areas for ecommerce as the platform progresses.

Right now, if I had to advise some specific campaigns your store needs to be running I’d recommend focusing on:

Messenger isn’t just a nice thing to have on your store or a new fad that will die out. The success rate of stores across the globe and the growing user base points to a new channel that might one day overtake email as the chief ROI channel.

In conclusion:

Email marketing and social media are like parallel universes that communicate with each other.

We suggest using email marketing when you’re looking more for reach, traffic and direct conversions. Social media, on the other hand, is a great tool that can help you engage your audience and assist you with making more sales.

There is no reason why you shouldn’t use both. Just be sure to allocate your resources the right way. Thank you for reading this blog and please leave your comments below.

 

By Richard Holland – MSc Digital Marketing Student

 

Contact –

Linkedin- Richard Holland

Instagram – Ricardo J

Brand –

Instagram – Ricco London

Twitter – Ricco London

Facebook – Ricco London

If You’re Marketing to Millennials, Get on Instagram

There were over 600 million Instagrammers in 2017, and 400 million of those users were active every day according to Softpedia.

Those numbers alone should be reason enough to get your business on the social media platform – but if you’re marketing to Millennials, otherwise referred to as Generation Y, or in simple terms anyone born between the early 1980s and late 1990s – then you should already be on there.

In March of 2017, over 120 million Instagram users visited a website, found directions or contacted an Instagram account or business based on an Instagram ad says Wordstream.

Not only this, but according to the Instagram Blog over 50% of users on the app follow a business and 60% say they learn about a product or service through the app.

Why not make one of those businesses yours? We’ve produced the definitive guide to getting your business set up on Instagram below.

Getting Started

The first thing you’ve got to do is establish your presence on the platform with three main tasks, adding a profile picture, writing a bio and connecting your website. For an example of doing this the correct way, take a look at fashion retailer JD’s Instagram Feed.

Your profile picture should be something memorable and representative of your business – usually your logo.

Over time, people remember your profile picture when scanning through their Instagram news feed – especially if your logo is eye catching.

Your bio gives you under 200 characters to tell the world why you’re worth following and what your service or product is. Enhancing your bio by encouraging users to share content relevant to your business or brand using a hashtag can always be worthwhile.

It’s also important that your followers follow the path to purchase or learn as much as possible – and your website is generally the avenue where this takes place.

Ensuring your website URL on Instagram directs to a mobile friendly site is incredibly important.

How can I Market Effectively?

 Once your profile has been created, you’ve got to identify what kind of content your target audience will be interested in.

Brand storytelling, or Brand Centered Content whether through photos of products or photos of the results of products effectively showcases what the business or brand has to offer.

Skate and footwear brand Vans do this quite well.

Reactive Storytelling uses timely events or unique insights to generate immediate feedback from their audience – and these tend to be based upon pop culture or memes.

This usually includes an interesting story that is on consumer’s minds, combined with a brand relevant marketing message.

With Behind the Scenes content, people are looking for an inside look at how things are built or done inside your business and brand.

Brands are now looking at how they can be more authentic as it is what consumers are looking for in the modern market.

Overclockers UK are a wonderful, British example of this.

Inspirational or Motivational posts are used to spark emotions in your customers or target audience – and it is also the most effective way to drive engagement with your brand.

The key is to recognise what will resonate with your audience.

From this point onward, you should have a basic idea of how to use Instagram as a powerful marketing tool for your Millennial target audience.

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Regan Foy (Twitter / LinkedIn)

Staffordshire University Students’ Union

MSc Digital Marketing Managament Student (Full Time)