5 Amazing Digital Marketing Techniques You Didn’t Even Know Existed

This likely won’t come as a surprise but change is a constant in digital marketing today.

New technological developments help improve the way you can promote a business, generate leads, and make sales using the web.

But for most business owners it’s hard to stay on top of it all.

So, to make it easier for you, I decided to outline a couple of new and profitable digital marketing techniques you should be using.

Strategy #1: Google’s Dynamic Keyword Insertion

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Have you noticed that often times, the exact phrase you typed into the Google’s search box also appears in Adwords headlines.

I admit, it’s nothing unusual when you’re searching for generic keywords. Naturally there will always be plenty of ads including “plumbers”, “best Italian restaurant” or any other highly popular phrase.

But the same happens when you look for specific products, services or brands.

How’s that possible? Do these companies run individual ads for thousands of products in their inventory?

No, they don’t. Instead, they use dynamic keyword insertion, a new Google Adwords feature.

Dynamic keyword insertion allows you to insert the search query into the headline of the ad.

But it gets better.

You can also use this feature with your landing pages and include the same phrase in the page’s headline.

Why is this feature useful?

One, because it makes the ad relevant to the searcher. Seeing the exact phrase a user’s searched for attracts their attention and increases the chances for them to click it.

Two, because it provides consistency to the entire buyer’s journey. It matches their buying intent and also, confirms that they’ve landed on the right page after clicking the ad.

Strategy #2: Facebook’s Lookalike Audiences

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Do you know what makes Facebook Ads so powerful for a small business?

Incredible targeting options.

On Facebook you can advertise to people based on their location, age, gender, language, interests, behaviours and a lot more.

But you could also base the target audience on current customers.

Enter Facebook’s Lookalike Audiences.

In a nutshell, Lookalike Audiences helps you find and advertise to people similar to your existing customers. And thus, likely to be interested in what you offer as well.

You could use Lookalike Audiences to gain new Facebook fans, subscribers, leads or convert them in any other way.

Lookalike Audiences require a custom audience that you can create based on a list of current customers. Once set, the social network will scout its user data to find people sharing similar characteristics as your customers.

You can match audiences based on two characteristics:

Similarity. An option that finds only the people who closely resemble your custom audience. It generates a shorter but highly relevant list.

Reach. A less precise method that analyses less similarity factors. It delivers a greater list but the level of similarity to your custom audience might be smaller.

Strategy #3: Unbounce’s A/B Testing Options

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You can increase conversions in a number of ways.

One, you could attract more relevant visitors to the site.

Or, find new ways to convert the current visitors.

And that’s what A/B testing helps to achieve.

A/B testing (also referred to as split testing) is a technique of comparing two versions of a page to evaluate which one would perform better.

The most common elements evaluated with A/B tests include:

  1. Call to Actions – from their placement, copy to color or size.
  2. Landing page copy, from the offer, actual words to the amount of content on the page.
  3. Layout which includes position of various elements, their size and color.
  4. Images, their type, relevancy to the page’s topic, what they feature, size and placement.
  5. Pricing,
  6. Unique selling proposition and many more.

A/B testing follows a rigorous system called The Scientific Method. It begins with establishing a problem, devising a hypothesis for a solution, testing it with A/B test and then, drawing conclusions.

If you’d like to learn more about A/B testing, and landing pages in general, watch our Introduction to Landing Pages video.

Why A/B Testing is crucial for your campaign?

Because you can’t always get the landing page right for the first time. It may take a couple of tests before you find the right headline, call to action or even color scheme.

Tools like Unbounce allows you to identify and improve the most converting elements of a landing page.

Strategy #4: Facebook’s Lead Ads

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Any potential obstacle you place on the person’s buying journey reduces their chances for conversion.

Just consider this. According to Kissmetrics, even a one second delay in page opening time might reduce conversions by 7%.

It’s no surprise that marketers try to ensure users follow the shortest possible journey to conversion. Recognizing this, Facebook has launched Lead Ads, an innovative way to allow mobile users fill in mobile forms without having to visit a landing page.

A person clicking the ad is presented with a form they can populate right there on Facebook. What’s more, the platform also prepopulates a lot of information from the person’s profile, reducing the number of elements they’d have to add manually.

For you, a business owner, it means that you can now seamlessly generate leads directly through the social network.

And the minimum effort required by the person to complete the task means a greater chance for conversion.

What are Lead Ads best for?

  • Quote or estimate requests,
  • Newsletter subscriptions,
  • Booking product demos,
  • Sales meetings,
  • Test drives and much much more.

Strategy #5: Hubspot’s Automated Workflows

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To succeed, your marketing message must be relevant.

But that’s often times a difficult task to achieve.

For instance, if you’re displaying the same message to all of your contacts at all touch points, you could only hope that it will prove relevant to at least some of them.

That is, unless you use automated workflows.

Platforms like Hubspot allow to use real-time data to provide personalized and useful content that helps convert visitors into leads.

Automated workflows work with any marketing channel – email, website and many others. They ensure that your leads always see relevant and personalized messages, no matter where they come in contact with your brand.

Intrigued?

Wondering how these digital marketing techniques could help you generate more leads? Sign up for our free consultation and we’ll guide you through the process.

Interested in finding out how to promote your business through digital channels? Check out our other online lead generation resources: