Performance Marketing

Performance Marketing

Spring Season: Advertisers, are you ready?

Spring

After all the madness of the end-of-year festivities and the subsequent winter sales, spring is a time when sales start to level off. For many seasonal industries, it marks the midway point between the end of the winter collection and the launching of the summer one. Although the weather forecast and news can affect business and sales volume, this doesn’t mean you should relax and go with the flow. To help you complete your checklist, rally the troops and organize future operations, we’ve got pieces of advice and best practices for you.

Content marketing: planning and organizing

Content marketing is vital for your brand. It helps you to build customer loyalty and generate new leads. Quieter periods offer the perfect opportunity to organize the content you want to share. This means scheduling future blog posts, social media posts and for the more daring amongst you, newsjacking operations. Whilst some of these may be related to current affairs, others can be prepared in advance:

Spring – In April:

  • The customary April Fools’ Day joke
  • Easter-themed posts

Spring – In May:

  • Star Wars Day
  • Cannes Film Festival
  • Mother’s Day
  • The French Open

Spring – In June:

  • Father’s Day
  • The Tour de France

To make sure that your content marketing is effective and not too time-consuming, you need a good organization. Production scheduling, editorial line updates, strategic theme selection, and competitor monitoring should be all be carried out during the Spring Season.

Organizing Summer Sales

Of course, there’s still plenty of time as the sales won’t start until the end of June, but it’s better to plan ahead for future campaigns and collaborations.

You can also make the most of this period by exploring influencer marketing: finding influencers that reflect your values and could promote your brand. This work can be carried out independently or in collaboration with an agency to save time. Influencer marketing is a tool which requires a strategy. It’s generally not enough to have a single influencer sharing a single message. It’s better to take the time to find influencers that match your personas and to divide your messages amongst them over the coming months.

By the same token, there are other promotional tools such as affiliate marketing that can also be employed. Affiliates help promote your products and services in exchange for sales commission via marketplaces and third-party websites (blogs, YouTube channels, websites, etc.). Again, finding influencers to promote your offers cannot be accomplished right off the bat. Forward planning is the key to success.

This is also the time to keep in touch with your community via email campaigns. It doesn’t make sense to wait for a promotional offer to reach out to your customers. Instead, ask them their opinion on a particular theme or project, share an experience, launch a competition or create a new scheme (members-only club, taster day or product launch, etc.).

Finally, in anticipation of the summer sales, you can refine or reorganize your website, update your mobile app and launch a series of A/B tests to optimize the customer journey.

Update and optimize your tools

Even if business continues between sales periods, sales volume still peaks at these key times. Not to mention that people often take long weekends in months like May which often corresponds to a decreased level of activity in certain industries. It, therefore, makes sense to get all your revision and maintenance work done in this time. Website updates, backups, web server updates, tests, launching of new platforms and tools… it’s time for a spring clean!

Finally, spring is the time to breathe new life into your business. This could mean fine-tuning internal processes (monitoring, customer services, social media moderation, etc.), analyzing stats from past campaigns or optimizing internal and external collaborations.

Predicting and mastering workload flows, season by season will allow you to better distribute your technological, human and financial resources throughout the year. Spring is no exception. The most organized traders will also prove to be the most flexible and responsive if the need arises.

Get in touch with our team of experts for help with updating your campaigns and designing your business operations calendar.

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Performance Marketing

How to create the perfect email kit?

email kit

What’s the purpose of creating the perfect email kit? Despite the existence of social networks, instant messaging and mobile apps, email still remains one of the most effective means of communication. Performance email campaigns are, furthermore, a marketing lever that should not be underestimated where marketing via an opt-in contact database in the context of an affiliate marketing campaign is concerned. To make the work involved easier, advertisers provide publishers with marketing kits designed for use on third-party websites. Amongst these is the email kit, which enables the advertiser to remain in control of its marketing, its design and the key messages to be shared. Creating the perfect email kit, however, is not an intuitive process. Here we explain everything you need to know about maximizing the effectiveness of your messages!

What is the perfect email kit composed of?

You certainly don’t want to ask your publishers to do the design work in your place. Though some may well be technophiles, others will not be as comfortable with the email design process. This will be especially true if they are not familiar with the subtleties of your graphic charter (color codes, logo, fonts, etc.). This is where the advantages offered by the email kit come in to play, as it’s ready to be used out of the box and doesn’t require any technical knowledge. Advertisers simply provide an HTML file that the publishers can then import into their email marketing campaign management tool. All the images are hosted on a third-party server – usually the advertiser’s own – which guarantees a high degree of availability and optimized loading times. The kit can also contain tips and advice about integrating the email content into the most popular tools used for hosting opt-in email addresses.

The aim, therefore, is to avoid the need to touch the code, thus saving time and ensuring a coherent style is used. An advertiser that works with several different publishers will thus see its message broadcast in a homogenous manner and in the context of a reliably defined working relationship.

The essential components of the perfect email kit

The better the email kit is put together, the greater the potential return on investment. Trying to manage your kits on the cheap is generally the quickest way to end up with rickety and disappointing campaigns. To avoid this situation, here are the essential elements to retain and include:

Conception and design

  • A responsive email

Your design must be optimized so it displays perfectly on all platforms and devices. It’s essential that the code is competently and professionally written if the final output is to be of high quality.

  • Inspiring visuals

The images that make up the email (header, footer, illustrative and background images or ones are taken from the product catalog) must be optimized (in terms of resolution and file size) to avoid hindering page loading.

  • Working links

A link that leads to a 404 error or a non-existing image on your server are the kinds of beginner’s errors that it’s essential to avoid at this stage.

  • Relevant trackers

All the links, buttons and CTAs (Calls to Action) must be tracked using tools that are useful for measuring your campaign’s performance (and improving it in the future, if necessary).

The content

  • Dynamic tags

If possible, give your message a more genuine and honest feel by personalizing your email using dynamic tags (first name, surname, sex, geographical location, etc.).

  • A strong tagline and legible content

An email is not a webpage. The content must be short and comprehensible. The choice of which words, titles, and fonts to use can make the difference between a relevant email and a message that will simply end up going straight into the spam or trash folder.

  • Content that’s free from spelling mistakes

A simple, basic point perhaps, but always worth repeating!

  • Content that’s managed and up-to-date

Don’t duplicate old and existing email kits without first checking that the information they contain is still relevant (links, promotional offers, message, visuals, etc.). Always apply quality control measures.

Legal obligations

  • Compliance with the GDPR

European law places certain responsibilities on the advertiser, including when working with subcontractors. Work only with partners you know you can trust and that are compliant with the rules of the GDPR. Here at Kwanko, we work with databases that are signatories to the “Charte CPA” (a French email marketing quality charter).

  • Unsubscribe link

One of the classic rules, though it should be properly integrated and visible.

  • The advertiser’s address and contact details

Must be included so the advertiser behind the message can be identified.

  • Confirmation message

To explain why the recipient is receiving the email and in what context.

Armed with all these tips, you now have all the good practice advice you need to create the perfect email kit and optimize your future campaigns. All that remains for you to do is launch yourself into the project and transmit your messages to a receptive and engaged community. Need the services of a graphic design studio? We have a team of web designers that specialize in performance marketing. Contact us to find out more!

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Mobile advertisingPerformance Marketing

Retailers: include drive-to-store in your digital strategy

drive-to-store

Drive-to-store is the local version of e-commerce. The goal is to use all the digital levers available to advertisers to transform geolocalised data and the almost constant use of smartphones to encourage customers to come in the store. Whether to make a purchase or collect a parcel, drive-to-store “physicalizes” the customer experience and offers new opportunities to develop one’s business. But you have to know what you’re doing.

When digital technology can be used to boost physical in-store sales

Today, opposing e-commerce and traditional commerce no longer make much sense. The two must work together in an omnichannel logic to personalize customer experiences. As it happens, drive-to-store offers a solution that combines online and physical networks.

In-store shopping is far from being replaced by the web. The latest report by FEVAD (the French Federation of e-commerce and distance selling) highlights that 91.5% of purchases in retail are still made in store.

However, retailers must continuously reinvent themselves to be more flexible and agile. With drive-to-store, digital technology encourages customers to come in store for purposes that vary depending on the strategies used. Here are some examples:

  • Order online, collect in store

    This is the “click and collect” principle that was made popular by large-scale distribution with the “drive” concept. Customers can buy a product online and collect it a few minutes or hours later. As such, they have immediate access to their order, save time, and can later add more products or additional options. It is a cross-selling or upselling strategy that can play a significant role for retailers. Today, 38% of brands offer this logistics solution, according to FEVAD.

  • Order online, collect from a third-party point of sale

    This is the parcel collection point system, whereby businesses agree to receive orders on behalf of other brands. While it is true that businesses usually take a small commission for this service, it is above all an opportunity for them to welcome customers who may have never set foot in their store otherwise. Today, 86% of e-retailers offer this logistics solution.

  • Book online, experience in store

    Customers can make appointments online using a mobile app, a chatbot, or the website, then come in store to enjoy the experience. Whether customers want to try on clothes already picked out and ready upon their arrival, undergo a cosmetic treatment, book a table in a restaurant, or test drive a new car, the smoother the mobile process is, the more they will enjoy the experience. The approach is likely to lead to strong recommendations on social media.

The keys to drive-to-store

Optimising your drive-to-store approach involves mastering several marketing levers. We have identified a few of them to help you:

Local search in major platforms

Google MyBusiness, Yelp, TripAdvisor, Uber Eats… They cannot be underestimated. These tools and intermediation platforms play a key role in establishing relationships between advertisers and potential customers. For retailers, it is therefore essential to rank high in search engine results, to have a strong focus on customer service (importance of ratings), to share tailored content (photos, videos, descriptions), and above all to ensure that all information is always up to date (opening times, store contact details, etc.).

Localized advertising

Targeting the right people depending on their commuting and travel habits or their geographical location is essential when it comes to drive-to-store solutions. Geolocation is a strategic lever in such cases. You want to reach out to customers from the surrounding area who are likely to be able to visit your store easily. Whether you are using SMA, SEA or RTB, the more targeted your advertising, the more relevant it will be.

Notifications and mobile apps

If you have a mobile app, geolocation helps better communicate with people near your store. The most common good practice is an embedded store locator for brands that have several stores. Whether customers are looking to enjoy a coffee in Starbucks or purchase a lawnmower in a supermarket, the ability to connect them with a store provides strong added value.

Connecting to third-party data

Weather, news, new collections… Every store can devise personalized emails or text messages according to specific triggers. The task requires creative storytelling and can speak to your customers to encourage them to visit your store.

CRM Onboarding

CRM Onboarding is a technology that matches transactions to in-store visits according to online advertisements. It is always important to know whether your Facebook ad generated any in-store visits, for example.

Heat map

Once in store, discreet beacons can identify where customers walk in your aisles and amongst your shelves. It is very useful for reorganizing your advertising, showcasing your special offers, and finding the mechanisms that will help keep your customers in a particular spot for longer all the while optimizing your human resources (sellers and advisors).

Today, it is simply impossible to ignore drive-to-store. For retailers, it is a crucial lever that combines the best of two worlds to ensure that customer experiences are personalized as much as possible. Drive-to-store is a marketing strategy based on data relevance and effective management of mobility to adapt to new purchasing behaviors.

Discover our drive-to-store solutions with our team of experts. Get in touch to find out more!

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Lead generation

Social media generates more qualified leads

qualified leads

It’s difficult to ignore or to do without social media: it’s everywhere. From Facebook to Instagram, not forgetting Twitter, Pinterest and LinkedIn, social media is a great communication tool for building and developing a community. However, social media can do more than just provide information. If it’s well-used, social media is also a business tool for managing qualified leads, and potential customers. Between inbound marketing, lead generation and lead nurturing, find out how social media can boost your business.

Personas and social media: wanting to be everywhere means being nowhere

You’ve heard about Facebook, of course; but what about Twitter and Snapchat too? When it comes to social media, it’s tempting to want to be everywhere, which can lead to your brand being spread too thin. It’s impossible to be on all social media without a dedicated team and adapted, differentiated content for each platform. Creating an account just for the sake of having a presence which then becomes an inactive account is worse than having no account at all. Communicating well on social media, therefore, requires an appropriate strategy. Before getting started, you need to know which social media to focus on.

To do so, you need to establish your personas. These are profiles of your typical customers. Virtual characters with a real identity, brought to life using information and the experiences of your marketing and sales team, along with data collected by customer support. 4 or 5 personas should be enough to cover 80% of your customers.

These personas are multi-layered: you know their backgrounds, their experiences, what they do, what they buy, what drives them and, by extension, which social media they’re likely to use.

Your personas are also very useful for coming up with a specific content strategy: what do they read? What problems do they have? How can you help them? The answers to these questions will create your online social strategy to generate qualified leads.

Use the right tools and the right strategies

Marketing managers and community managers want to use more than the native tools provided by major social media platforms. These tools have been created primarily for personal use and lack of precision when it comes to professional use. That’s why there are many tools which can be used in addition. A few examples of tools and best practices to ensure a flawless online presence and help you to become a lead generation expert:

  • Automation

    These are software programs which connect to your online accounts to publish and interact, depending on triggers. For example, as soon as you publish an article on your blog, it’s shared straightaway on Facebook and Twitter, and a few hours later on LinkedIn. Automation also makes it easy to create marketing emails and score potential customers, depending on their actions (opening an email, social media engagement, etc.).

  • URL tracking

    When content is published, you can create a unique link to measure and track the impact of your campaigns and shares. Your KPIs will be always up-to-date and relevant.

  • Sharing cold content

    Your publications can’t be recycled indefinitely. That’s the difference between hot content (related to the news and which quickly becomes outdated) and cold content, which is easily shareable. You can develop thematic lists of cold content which will then be automatically republished without any additional intervention at a predefined time and date of your choice.

  • Competitive intelligence

    To monitor trends, hot topics and find out what your competitors are doing. With a few social media accounts and hashtags, you can create a dashboard for proactive and efficient monitoring.

Content marketing: be organized

Social media is nothing more than a communication channel. What counts is what you put on social media. That’s what content marketing is all about: organizing, producing and publishing varied and relevant content to boost your social presence.

An editorial calendar is essential for a relevant content marketing strategy. You can use it to work out the article and the topic to be published on each social media platform, based on a particular persona. It’s a good way to plan ahead and ensure that your resources are well balanced.

Creating varied content is also important. Articles, infographics, photo albums, competitions, videos: diversity creates additional momentum in terms of communications. Similarly, you can also test different formats of live videos: AMA (ask me anything – a live video during which you answer every question sent in by viewers), FAQ (the same principle, but the questions are chosen and organized in advance), unboxing, product launch (an evening event or a VIP presentation, in advance), various other events, etc.

Social media is a strategic marketing tool for branding. It can be used to convey key messages, share strong values, accelerate sales and help customers to connect to a brand. It’s also a way of experimenting with targeted advertising to reach people beyond your immediate community and generate qualified leads.

Our team of experts in lead generation can help you. Contact them to find out more!

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Performance Marketing

How to use native advertising in your branding strategy?

native advertising

So what is native advertising? Branding is an essential lever to have in any marketing campaign Your brand’s image and territory have a durable impact on the customer experience, help to convey strong values, and serve to reinforce your differentiated positioning. Branding needs to be both coherent and cross-device. Mobile apps, email marketing, affiliation, social networks… Everywhere your logo appears, the whole communicational universe associated with it needs to be recognizable. But this doesn’t mean you have to be the only one communicating within your branding. Attracting advertisers through strong branding is also a way to monetize your audience whilst at the same time meeting the needs of your readers. And this is precisely where the power and role of native advertising come in to play.

Native advertising: a return to the fundamentals

Native advertising is a form of advertising that perfectly integrates into existing content provided by a third-party publisher. Usually, it’s displayed in the sidebars or footers of websites on desktop PCs and laptops, and in the middles or at the ends of pages on mobile devices. It can also be integrated into mobile apps and newsletters.

We use the term ‘native’ because it is a kind of advertising that adopts the form and design of the editorial content in order to merge into the surroundings, so to speak. However, mislead the reader is not the intention: the words “sponsored content” or “advertisement” are always displayed. The great strength of native advertising resides in the fact that it is non-intrusive, unlike the banners and pop-ups that constantly interrupt both the reading process and the user experience.

And finally, native advertising is highly personalizable, as its content displays only in media established as being of special interest to the reader. The advertiser defines their criteria in advance (sociodemographic parameters, consumer behavior, readership, etc.) and their ads then appear on third-party websites based on the requests made by web visitors or on the type of content displayed. What works for a website will also work for a newsletter or an app.

The aim is thus to advertise using advertising that does not actually look like advertising.

Native advertising super advantages 

Native advertising constitutes a highly effective performance lever, and this is true not only for advertisers but also for publishers, who can use it to monetize their audience without negatively impacting the experience offered.

Because it can be adapted to all types of content and all kinds of tools, it is capable of reaching the individuals targeted no matter what device they happen to be using. Online stores, blogs, news websites, email campaigns, mobile apps… Native advertising is polymorphous and accompanies prospects at every stage of their conversion. And in the future, with the advent of virtual reality and augmented reality, it has the potential to become even more interactive and engaging.

It requires few resources to produce and is able to bypass the majority of ad blockers. In this sense, it can be regarded as a high-impact, ROI-generating strategy that increases the conversion rate and is very easy to update. A new product? A new service? A special promotion? Your content will be almost immediately distributed across all platforms.

For the publisher, it obviously constitutes a very attractive monetization option. All types of content (of both free and premium) can thus contain one or multiple advertisements. It is good practice to exchange traffic with a partner and third-party websites whilst at the same time maximizing your inventory (newsletters, in-feed, in-read, article footer, etc.).

How to use native advertising as part of your branding strategy

To make good use of native advertising and maximize its potential, the structuring aspect needs to be kept to a minimum. A three-stage strategy

Exploiting the potential of the spaces available

You will need to identify and map the zones suitable for displaying native advertising in the particular tools you use. On your website, for example, which are the pages that generate the most traffic or provide the most conversions? Do you have particular landing pages or premium content that your audience expects to see? Do you have any newsletters you send out that could have native advertising incorporated into them? Drawing up an inventory of the spaces you have available is the first thing to do when it comes to properly organize the third-party content in your branding.

Knowing readers and visitors’ expectations 

Every website or blog will normally have an audience that shares homogeneous social characteristics. A cosmetics site will be aimed at a different target than a blog about travel or technology. It is therefore very important to know your visitors, as it’s this data that will enable you to make the right match with an advertiser.

Imposing your own conditions 

A conspiracy theory-based ad on a reputable news site? An ad for a hamburger on a vegetarian site? To avoid situations that could potentially be problematic, as much for yourself as for your readers, you will need to have control over what gets published. This could take the form of a link to your editorial policy (no hunting-linked advertising on an environmental website for example), or it could be in the shape of a list of topics and advertisers that need to be blacklisted due to non-conformity with the values conveyed by the content. What makes native advertising so effective is its coherence with the branding.

When used properly, native advertising provides genuine added value. Because it is in line with the expectations and consumer behavior of the users, it contributes to the process of sending the right messages at the right moment, and it does this across all platforms. The whole package, free of interruptions and frustrations. A win-win marketing lever for all.

Our team here at Kwanko can provide you with help and support with the process of implementing native advertising! Take a look through the range of services we offer and contact our expert team for further information.

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Performance Marketing

Why has retargeting become a key e-commerce strategy?

Retargeting

Competition pressure is continuous, both online and in physical stores. Lead research and lead qualification are priorities for marketing professionals. Whilst a potential customer can walk up and down a street in front of a carefully arranged shop window, digital stores require a different approach to capture the attention of fickle visitors. And when it comes down to it, retargeting is an undeniably effective strategy to help increase your conversion rate, reduce financial strain on purchasing goals and optimize customer experience.

Establishing the trigger for effective retargeting

The trigger is the action that starts the retargeting process. You can create as many retargeting campaigns as there are triggers. The most important thing is to personalize the relationship between the action and the message. For example, you shouldn’t pass on the same information about a visitor who spends 20 or so seconds on a category page as one who spends four minutes on several product pages from the same category.

It is essential to carefully define your triggers. Retargeting every visitor to your website – including those who only spend 10 seconds on the home page – is not a sensible practice. Not only will you be pointlessly expending your budget, but the visitor may feel they are being monitored and tracked, which is inevitably unpleasant for them.

There are a number of different triggers, so for an effective campaign, you can choose between the following:

  • An abandoned shopping cart

A visitor (whether identified or not) who adds items to their shopping cart but does not complete the purchase.

  • A long visit

To one or several pages, which can be measured according to the amount of time spent on the content, links clicked or the number of pages visited.

  • Visits that vary according to the source

Ads, affiliate links, social media, etc.

Retargeting campaigns can be launched several minutes or several days after the trigger. This is an important criterion as it is directly linked to the objective of the visit: a visit to a blog doesn’t require any immediate action and an abandoned cart could be retargeted in the following 36 to 48 hours. On the other hand, if the cart contains a product that will shortly expire (e.g. a plane or train ticket for an imminent date or a specific transaction that is about to be completed), there’s no reason not to launch your campaign in the following few hours.

Retargeting: what messages should be passed on?

Advertisements linked to retargeting are created automatically. In the case of e-commerce sites, you link a pre-existing template with the content of a catalog which contains the products viewed. Whilst this can contain thousands of products, the advertiser can choose to select only certain product categories, like those that have the most stock or those with the highest profit margins.

The creation and design process must ensure that the right message is delivered to the right person. Certain retargeting scenarios can also include information on the users if this is known: if a man visits a section of a website targeted towards women, it would be reasonable to assume that he is looking for a gift. Therefore, retargeting can focus on the promotion of a buyer’s guide or practical advice, rather than the product itself.

Retargeting best practices for advertisers.

Vary your retargeting strategy

There are several different types of retargeting, including:

  • The web banner, which is the most well-known and most popular medium, but also the most frequently blocked by ad blockers.
  • Sponsored social media content: this generally manages to evade ad blockers and features in the news feed of the social media user.
  • Emails: emails encourage the user to continue with action, to get in touch the advertiser or to provide them with useful content for inbound marketing processes.
  • Videos: they can be used on YouTube when your visitors have already interacted with prior videos uploaded by you (subscribed, liked, viewed, etc.).

Carefully targeting potential customers

For commercial websites, the longer a visitor spends on a page, the more likely retargeting is to be successful. It makes much more sense to retarget a visitor who spends time on a product page as opposed to your home page. You can also conduct smart retargeting campaigns using the sociodemographic data available to you. This is a great way to deliver the right message to the right person.

Finally, be careful not to be too precise with retargeting. This can give the visitor the feeling that they are being tracked which can have harmful consequences. Whilst you may think you’re acting in a considered way, in fact, all you’re doing in ruining your relationship with a potential customer. Retargeting should be used to help build a relationship, not to harass your leads!

Whilst it’s a useful tool to boost sales, retargeting should be used intelligently and astutely. Variables and fine-tuning are essential, so you should make sure you’ve considered all the segments and outcomes before you launch your campaign. Finally, one last semantic clarification. We also sometimes talk about remarketing which can cause confusion. In fact, the term ‘remarketing’ was created by Google as a name for the retargeting solution, but the concept is essentially the same.

Our expert team of programme performance managers is there to help you implement this transformative strategy. Get in touch to find out more!

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InfluencePerformance Marketing

Using content marketing to improve your SEO

content marketing

Content marketing consists of producing, publishing, sharing and generating online content that’s in line with the brand’s positioning. However, and at the risk of disappointing you, publishing a few occasional tweets and one blog article per month does not qualify as content marketing. In fact, content marketing usually forms part of a wider inbound marketing strategy and is used as a way of encouraging and attracting visitors. Once attracted, it then becomes possible to transform these visitors into prospects, then into customers.

To find out more and learn how to optimise your visibility, delve with us into the secrets of content marketing.

Content marketing formats

Depending on your particular professional challenges, your strategic objectives, and your business sector, there are numerous content marketing levers you can apply and use. In order to be effective, content marketing needs to be varied, multifaceted and coherent. A few examples:

  • Articles

Taking the format of a piece of text, articles can vary in length from 500 to 1,500 words, depending on the subject matter. This is content that gets published on your own website’s blog or on those of third parties, such as Medium or LinkedIn Pulse. You can also use guest-blogging by hosting partner content or having it hosted, or by providing and submitting articles and editorial pieces to well-known and influential publishers (the press, professional sites, etc.).

  • Social network posts

This can take the form of reusing existing content shared on social networks, or it can be newly created content designed to provide information or stimulate engagement.

  • Images

Used in the form of slide shows, photo albums or GIFs, these illustrate and breath life into content, be it on social networks or on your own online store or corporate website.

  • Corporate videos

These can be either long or short-format and serve to diversify the messages associated with the particular topic being dealt with. Each video needs to be precisely targetted (a video aimed at shareholders will be completely different from one aimed at your distributors or customers, for example).

  • Live videos

This is a useful format to use for FAQ-type personalised chats or the relaying of a live event.

  • Stories

This is a short-lived, trend-focussed format found on social networks.

  • White papers

Used primarily for B2B, this is an authoritative document that provides advice and good practice guidance on a specific topic. White papers are essential for generating qualified leads.

This is a type of content sent by email at regular intervals to recipients in a database of qualified leads/prospects.

  • Infographics

Here, images and visuals are used in combination with key figures to summarise a challenging problem or complex topic and render it more accessible.

Once produced, each piece of content can then be recycled and reused multiple times: an extract from the white paper as a blog article, a video as a story, a piece of infographics as a tweet, etc.

Content marketing tools

Getting involved in content marketing requires organisation and the appropriate resources, particularly:

  • Personas

Personas are archetype profiles of your different customer types. They are essential for defining your targets and knowing who you need to speak to. Each persona is associated with a particular subject area and has its own reading habits.

  • Editorial line

This is a strategy that people need to know about and be aware of and that needs to be properly shared so that the tone and style used can be standardised. The editorial line must be coherent across all types of media and all content.

  • Editorial calendar

Whether a comprehensive tool complete with task delegation, tags, and resource allocation management or just a simple Excel spreadsheet, this is as a useful tool for organising your content production. Your calendar tells you what’s been published, what needs to be worked on and what’s currently in production.

  • Automation

Once content has been shared, it needs to then take on a life of its own. Automation both avoids the need to carry out painstaking work and encourages sharing once the content has been published.

  • Economic intelligence and benchmarking

These are useful tools to use for searching for keywords and topics of current importance whilst at the same time strengthening your knowledge of both the market and your competitors’ activities.

SEO and content marketing: a winning combination

Search engine optimisation is a daily preoccupation for marketing professionals. Dropping just one place in the Google rankings can result in a real and substantial loss in business. This is why SEO is of primary importance. There are numerous levers available, such as backlinks, responsive formats, page loading speed and the avoidance of duplicated content. It’s also extremely important to have new content that uses strategic keywords and gets regularly updated.

When properly put together, a content marketing strategy can lead to your content being found via new keywords. But not only that. It can also move you up the ranks in the search engine’s natural results and prepare your website for voice searching.

The quest for visibility and credibility is of fundamental concern to advertisers. This is the reason why you need to think carefully about your content. Bill Gates was already saying that content is king back in 1996. And it’s a stance that still has just as much currency today, twenty years later. Our team can provide you with expert help and support with your own content marketing. Contact us today!

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Performance MarketingUnclassified

Why is it so important to work with the best email marketing providers?

Email Marketing

It was thought to be losing momentum, almost dead and buried in the wake of social networks, instant messaging and mobile applications. What’s that? Email of course! And not only is it still alive, but it’s been given a new lease of life through email marketing.

Email remains the safest and most effective way to directly hit your target audiences. An email address is permanent and generally active. It plays an important role in users’ digital activities. To optimize your marketing campaigns via email, you need to work with providers who specialize in email marketing. Because nothing is more precious and fleeting than an email address in terms of the personal connection between a brand and a prospect.

Quality data

Everyone has an email address: prospects, customers, suppliers, third-party data providers… But what matters is not the volume, but the quality of the data. When advertisers want to develop their branding, focusing on price is not necessarily a good idea: cheap data often means ineffective email marketing. There is even a real risk for brand image and awareness. In fact, obsolete or incorrect data can be considered as spam and reach the wrong recipients. The more your messages pile up in the spam folder, the more your credibility will be affected, thus encouraging email providers to classify your messages as spam. The more emails you send, the less they are read: it’s a vicious circle that is difficult to break.

A quality email marketing provider understands these issues and takes them very seriously. But it goes beyond mere deliverability: if email addresses are relevant, target segmentation will be too. Each advertiser has a different target. The best email marketing providers are able to precisely segment users’ profiles. High added value data guarantees accurate collection of demographic information to select the email addresses that really match your brand personas.

Compliance with the GDPR (General Data Protection Regulation)

Since May 25th, 2018, the GDPR has changed the playing field regarding the protection of privacy and users’ personal data. Choosing the right supplier means choosing a company that is aware of these issues and committed to comply with the GDPR. With the GDPR, advertisers are responsible for the services provided by their partners, suppliers, and subcontractors.

Conformity must, therefore, be a priority. This is why all data must, of course, be “opt-in” and comply with the current regulations. Using a quality provider is a time saver for advertisers and the best way to reach a new audience with total peace of mind.

Leverage on technologies that fit into a global strategy

Email marketing is a powerful tool but it cannot stand alone. It must be part of a global online marketing strategy that integrates other high-performance tools in order to collect, develop and convert leads.

A proper strategy must be implemented, combining cross-device tracking, affiliate marketing, and advertising. The data must transferable from one platform to another and from one tool to another in order to guide prospects into the conversion funnel.

Your provider must be able to advise you on the flow of data within a digital ecosystem where processes are now highly fragmented. The goal: make data intelligible and usable in order to create a consistent experience.

Develop synergies with third-party data

Beyond the data that specialized providers can make available to advertisers, it is also important to ensure that they are able to integrate your campaigns in other media. Whether through dedicated emailing or newsletter insertion, advertisers can reach relevant prospects for their brand and personas through these partnerships.

An email marketing expert will create a custom-made campaign with specific targets selected for their affinity with your brand. It’s a good way of improving your notoriety, develop your reach and collect high potential prospects. Various business models are available to adapt to all budgets and optimize ROI: CPM, CPC, CPL, MG (Minimum Guarantee), etc. Whether your objective is to increase brand awareness, sales growth or lead generation, there is a solution for every requirement.

For a long time, email marketing has been like a lawless Frontier town. Email addresses were exchanged, sold and rented unscrupulously, without any supervision and without users being aware of it. This era has almost gone and advertisers are now aware of the negative impact and potential risks of a poorly-constructed campaign. Email marketing should not be just about acquiring data but a lever with which to build a relevant long-term strategy. 

With 15 years experience in managing email marketing campaigns in e-commerce and lead generation, Kwanko is perfectly placed to support you in your future strategy.

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Lead generation

Small Details with Huge Impact in Lead Conversion

lead conversion

Converting anonymous visitors into sales leads is an obsession for marketing professionals. This is not without good reason, seeing as they represent future clients. However, while the conversion process may differ between B2B and B2C, good practices remain the same. As do the pitfalls to avoid. Do you think that your landing page is perfect? That your bounce rate is going to tumble down? That everything is ready for the launch of your major commercial operation? Nonetheless, the devil is in the details, as the saying goes. Let’s take a look at the little details which can impact lead conversion.

Unsuitable information forms

The information form is the go-to method for connecting with a visitor in order to transform them into a sales lead. In truth, it’s perfectly normal and logical to want to know all about them. In order to do so, surely it’s necessary to get as much information as possible? The problem is that every study has shown that the size of the information form is inversely proportional to its potential for lead conversion. Put simply: the more fields there are to fill in, the less effective it is. The same is true even if most of the fields are optional.

Creating an effective information form requires a proper definition of the information you need. For example, are the date of birth and gender actually significant variables for you? Make things as simple as possible: in B2C, you can rightly ask for someone’s name, surname, and email. This is more than enough to start a commercial relationship without appearing too intrusive.

In B2B, the name, surname, professional email and the name of the business are sufficient. A good inbound sales procedure will then allow you to add more data through interactions with your sales leads.

Finally, you also need to anticipate how the collected data will be used: what is their intended purpose? What are they for? What is the objective? How will they be protected? This is part of the new obligations introduced by the GDPR, as is an explicit acknowledgment of consent.

Shoddy responsive design

Sure, your website or landing page might be accessible on mobile, but is it really? Certain aspects of web design can negatively impact the user experience and therefore lead conversion. Here are some examples:

  • Testing

    Don’t test your mobile site using just one size, one browser or one OS. A four-inch iPhone SE running Safari with iOS 11 will produce a different result to a Galaxy Note9 running Firefox with the latest version of Android. Properly implementing responsive design requires extreme attention to details.

  • Menu and navigation

    Beyond displaying content, how does your menu behave? Unfortunately, it is far too often the case that the menu is hard to read, or the text overlaps, making your landing page unusable. A final thought about the menu: is it really useful to have a hamburger menu or a slider which has been proven ineffective by study after study?

  • Content

    Are your key messages clearly visible above the fold? Between banners for cookies, GDPR warnings and certain advertisements or pop-ups offering newsletter subscriptions, content is sometimes drowned out by a number of irritating layers which don’t encourage the user to keep browsing.

  • Loading speed

    Things have to be quick on the web. Even on mobile and even with limited network capacity. Optimize loading speed as much as possible by reducing the file size of photos, blocking autoplay videos on mobile, facilitating caching, and testing optimized formats such as AMP (Accelerated Mobile Pages), a page accelerator on mobile phones. Remember that a loading test performed in a city center with 4G is not necessarily representative of the reality experienced by potential sales leads.

A lack of storytelling

Everybody likes stories. Storytelling is what transforms bland facts into emotions which can establish an emotional connection with your audience. If you think that your product or service is the best, then that’s great, but while saying it is good, you have the channel that passion into something.

Storytelling allows you to create a communicative environment which can positively influence the relationship between a brand and a visitor. You need to tell a story and leave your audience wanting more. This is true for all platforms, including mobile: there’s no need for long texts to create emotion, even on a simple landing page.

Non-performing CTAs

A call-to-action is vital, as it paves the way forward for future sales leads. It still needs to be functional, however. Usability and ergonomics studies show that CTAs should feature at the top and bottom of the page, in order to be easily visible and accessible.

Each CTA needs to have a well-considered design and colors, and be coherent with your graphic charter. Once put into action, the CTA should facilitate lead conversion. Whether it’s downloading an application, signing up to a newsletter, receiving a promotional voucher or confirming a shopping cart, the next step should be simple and fast.

A CTA is a shopowner welcoming the customer to the store: it needs to be cheery, pleasant and inviting.

Untested pages

Don’t believe your boss’ son, even if he says your page is great. Carry out A/B testing. It’s the only way to be sure that the decisions made are appropriate and statistically proven.

A/B allows you to compare two different versions of the same page. If one of the two performs significantly better than the other, the statistical data will tell you. The more you test, the more you’ll optimize, and the greater your chance will be of converting leads.

What’s more, it’s possible to test everything: the title, the visuals, the layout, the CTA, and so on.

Optimizing a landing page, the website’s homepage, or a product page is painstaking work. There are numerous micro-actions which can increase the chance of lead conversion by playing with the perceptions, emotions and browsing habits of your visitors. If you’re familiar with these details you can improve your results and develop a sense of trust between your brand and your future sales leads.

Our Kwanko team can help you with lead generation and graphic design for your performance marketing campaigns. Take a look at our offers and contact our team for more information.

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Performance Marketing

Special offer websites: an essential tool for affiliate marketing

special offer websites

Special offer websites have proven impossible to ignore for online retailers and membership programs. They act as both drivers of growth and catalysts for traffic, making a concrete impact on online sales. 53% of users abandon their shopping cart if they haven’t found a promo code when they confirm their purchase (CPA French Association of Digital Marketing ‘s study). Ignoring special offer websites for branded items means potentially missing out on a category of affiliates capable of making a real impact on your sales targets. Allow us to explain.

What is behind special offer websites?

The term “special offer website” covers a vast range of offers and approaches. The most well-known are cashback, promo codes, and special offers. 

  • Cashback

    The idea here is to reward customers purchasing from your site via an intermediary. In order to accomplish this, the cashback website mainly works alongside affiliate marketing platforms which provide rewards when purchases are made thanks to their partnerships with advertisers. The cashback website then shares this compensation with the customer. For each purchase, the customer receives a sum which goes towards an accumulated total, which can then be transferred to their bank account or used once beyond a certain threshold.

  • Promo codes or discount vouchers

    These are unique, time-limited codes which grant a discount on the final total of the shopping cart. A code can also be used to receive a free service (delivery or a warranty extension, for example) or for an offer such as “buy one get one free”. The retail website negotiates with the website promoting the codes, allowing them to reach a much broader customer base than they could have managed alone.

  • Deals and special offers

    These are special discounts which are only available from specific sites or intermediaries. By using a specific link and subscribing to the special offer website, the customer can access the seller’s offer.

The CPA’s study highlights that these websites bring a significant amount of traffic to online retailers, as 50% of users do not come from the advertiser’s retail website when ordering, but rather prefer to go through a number of other websites such as blogs, price comparison sites, cashback websites and so on.

As for promo code websites, these are responsible for 37% of advertisers’ total sales.

Why should online retailers take an interest in special offer websites?

Advertisers often take a rather dim view of special offer websites. The reasons for this are typically linked to a fear of undermining the image of the product or service. On the other hand, there are in fact rather prestigious brands which do integrate special offer websites into their sales strategy: Apple, Canon, Galeries Lafayette, Lancôme, Clarins, and Emirates, to give but a few examples.

By addressing the greatest number of customers, special offer websites do an enormous amount of marketing work for online retailers. They are capable of reaching an expansive, loyal community which is keen to share useful information online and comment on their experiences. This is an important driver of growth for brands.

The trick for advertisers is finding the right balance between offers made available on special offer websites and offers which should remain within the conventional sales channel. Clearance and end of season sales, airline and hotel flash sales, banking deals to draw new customers into the ecosystem, overstock sales – there are many different strategies, but the results are worth it has given the large volumes in question.

Your offers benefit from increased visibility, you can gain and retain new customers, you increase the average shopping cart and you can also take advantage of upselling and cross-selling. While they can’t do everything, these websites are nonetheless an important part of your commercial dynamic.

Finding success with special offer websites requires a consistent approach and a certain regularity: when the number of promotional offers for your brand falls below two, 81% of visits end up on another retailer’s page, according to the CPA’s study. Regular renewal of cashback and special offers, as well as promotional codes, allows you to increase your visibility and retain a specific customer base which is sensitive to the financial efforts of the advertiser.

In most cases, special offer websites should not host everything that you have to offer. A careful approach is required in order to generate value in the eyes of your new customers. It is a specific kind of sales and distribution channel which should work alongside any others you might have and which can open up new opportunities to optimize your ROI and boost your online sales.

Our Kwanko team can help you set up an affiliate marketing and of course work with special offer and promo code websites. Take a look at our offers and contact our team for more information.

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