B2B vs. B2C Digital Marketing

First of all—What is B2B & B2C?

“B2B” – otherwise known as business-to-business – is a term that describes the commercial transaction between two businesses or corporations. Examples of B2B transactions include:

  • A clothing boutique buys tshirts at wholesale from a clothing manufacturer prior to selling them in their shop.
  • A local restaurant purchases meat from the town butcher.
  • A construction company builds commercial office space for a

In contrast, “B2C,” or business-to-consumer transactions take place between business suppliers and consumers. Some examples of B2C transactions:

  • Purchasing a watch or piece of jewelry from your local jeweler or favorite online brand.
  • Buying airplane tickets for a family vacation
  • Paying a moving company to help you relocate your belongings during a move.

B2B vs. B2C Marketing

When it comes to digital marketing, the same marketing strategies and tactics that work for B2B companies aren’t going to be as successful for B2C, and vice versa— simply because the customer and audience types are so different.

B2B brands focus on selling goods and services directly to other businesses, whereas B2C brands are trying to sell their products and services directly to customers for personal use.  As such, each business type is going to take a different approach to online marketing.

Here is a chart below to help you understand the differences between each:

Business-to-Business (B2B)Business-to-Consumer (B2C)

Focus

o   Educate

o   Lead generation

o   Cultivating & maintaining relationships

o   Educating prospects

o   Entice

o   Brand awareness

o   Appeal to a challenge, interest, or need

o   Trigger an emotional response

o   Offer a solution

o   Entertain

Target Audience

o   Corporate teams/committee

o   Individuals and end-users

Language & Tone

o   Use industry terms

o   Professional

o   Rational/logical

o   Formal

o   Direct

o   Echo consumer language (read: digital listening)

o   Personal

o   Emotional

o   Straightforward

o   Sense of urgency

Motivation for purchase

o   The needs of the company/employees

o   Emotional desire, instant gratification

Customer Experience

o   Consultive sales

o   Strong customer service

o   Open communication

o   Enjoyment

o   Ease/Efficiency

o   Convenience 

Marketing Musts

o   Lead generation

o   Discuss ROI and improving business performance

o   Requires more nurturing

o   Salespeople

o   Digital advertising

o   Email marketing

o   SEO

o   Social proof (social media, reviews)

o   Calls to action & incentives

o   Make your brand relevant, memorable

o   Visual appeal 

Of course, the differences in these two types of marketing approaches aren’t hard-and-fast—there certainly can be overlap between B2B and B2C marketing tactics.


Common Mistakes to Avoid When Transitioning from B2C to B2B or B2B to B2C

Transitioning your business from B2B to B2C or B2C to B2B? Here’s what NOT to do during the big switch:

B2B DON’Ts:

  • DON’T spend too much time on the wrong platforms.
    Attempting to generate leads on social media platforms that are more tailored for consumers than other businesses (i.e. Instagram, Vimeo, Tumblr, Pinterest) is only a waste of time. Ideal social media networks for B2B include platforms like LinkedIn, Twitter, and Facebook. LinkedIn especially is an excellent platform for generating leads and cultivating business relationships.
Need help learning the ins and outs of LinkedIn for B2B?

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B2C DON’Ts:

  • DON’T forget your touch points.
    The goal of B2C marketing is to make it fast and simple for consumers to purchase your product or service. Therefore, make sure you’re creating clear calls to action with quick and easy ways for your consumer to complete their purchase.
  • DON’T lose sight of your customers’ pain points.
    Remember, your product or service has been created to meet a specific need. Make it obvious what its purpose is and appeal to the consumer who will most benefit from what you’re offering.
  • DON’T try to be clever.
    If it doesn’t come naturally, your cleverness likely will go right over your consumers’ heads. The best way to get customers to buy your product or service is be getting straight to the point. Trying too hard to come across as witty or clever backfires more often than not.

At the end of the day, understanding your business model is the number one step in creating an effective marketing strategy that will ultimately lead to success.


Sources:

3 Ways to Boost Brand Visibility

You’re doing great work, offering products and services people need. Make sure those people see what you have to offer! Improve your reach and get your business seen by more people with these brand visibility tips:

1. Run Display Ads

Display advertising is a great way to reach more customers, get your business noticed online, and increase brand awareness. Brand awareness is a fancy way of letting your ideal audience know you exist by targeting the websites and digital platforms they hang out on. Display ads help boost brand awareness by allowing you to control the narrative as you introduce yourself to users. Plus, they will enable you to target your audience based on certain demographics, geotargeting, and specific interests. Increased brand awareness equals better recall rates, expanded visibility, and ultimately, more sales (both online and offline— if applicable).

  • Want to learn more about display advertising? Read this.

Looking for some extra help in a step-by-step training format? Join our display ad experts for a LIVE training on Display Marketing in Google Ads— Monday, May 10th at 1 PM ET.

2. Social Media

A cost-effective and straightforward way to boost your brand’s visibility is to create business pages and profiles on various social media platforms like Facebook, Instagram, Twitter, Pinterest, and more. However, you’ll have to do a bit more than simply creating a Facebook Business Page if you want to increase your visibility online. Proper brand awareness comes from regularly posting on each respective platform and engaging with other users. We recommend spending at least 15 minutes per platform a few times a week to really up your exposure on social media. You can also run social media ads on platforms like Instagram, Facebook, and LinkedIn (if you’re a B2B company, that is) to supercharge your visibility.

Check out our on-demand training courses for expert social media advice!

3. Business Reviews

Business reviews are a crucial component of branding and visibility. Reviews are often the number one thing potential customers look to first when seeking a new product or service. In 2016, 90% of consumers read at least one online review before deciding to visit a business, according to mentionFeatures. Not only do positive business reviews act as a form of social proof, make your brand look more trustworthy, and have a direct impact on sales—they also serve to increase your small business’s visibility online. Business reviews act as fresh, original content—which, in turn, please the almighty search engine and social algorithms (think: Google, Bing, Yahoo, Facebook, etc.). Pleasing the algorithms makes these sites more apt to show your website or business page in the search results when users search for goods and services. What’s more, a healthy number of positive reviews helps users see your business as an authority in your industry, increasing your exposure as a result.

Learn how to handle negative reviews in this on-demand training session!

Stats, Apps & Training to Put Your Facebook Ads in Motion

Ads in Motion Photo

The evolution of digital technology has led to the natural advancement of digital advertising. Over time, digital ads have progressed from static imagery to what’s now known as motion ads – aka advertisements featuring moving or animated graphics or video. Though motion advertising is an ad format that performs exceptionally well across multiple networks, this blog post will take a look specifically at motion ads as they relate to Facebook advertising. Keep reading to learn more! 

Motion Advertising Statistics for Facebook

Motion advertising does much to capture user attention and keep them engaged for extended periods due to the advertisement-in-action component. In fact, Facebook ads that utilize motion perform better than static imagery ads. 

“One of the simplest, but most powerful tools to capture mobile viewers’ attention is motion. In fact, research shows that ads that contain lightweight motion outperform ads that use still images alone 75% of the time.”
– Facebook Data, Global, July 2019- Sep 2019. Analysis of aggregated results from 10 multi-cell conversion lift studies. 

What’s more, when databox surveyed 26 marketers about their experience with the two Facebook ad formats, nearly 60% reported that video advertisements drove more ad clicks than image advertisementsCompared to static image campaigns, the same report shares that video-based campaigns lead to twice as many link clicks, 20-30% more conversions, and 2-3x higher CTRs for several businesses.  

Ready to Get Your Ads in Motion? Here Are the Apps Facebook Recommends

Shakr is a creative app that allows you to use high-quality video templates designed by professional creatives to produce impressive video advertisements that help your business flourish. The app features an easy-to-use drag-and-drop method that allows you to drop your assets into a premade template. Facebook marketers gain exclusive access to a 14-day free trial that allows for unlimited video creation and publishing, with paid plans starting at $20 per month (paid annually).

Vimeo Create offers high-performance video creation and marketing tools to boost your advertising impact and grow your business. Features include Facebook-optimized video templates designed by the experts, customizable branding options, and a smart editor that allows you to create expert-looking video ads in just minutes. The app offers two options – free and paid – with the Pro subscription option starting at $20 per month (billed annually).  

Like Shakr and Vimeo Create, Canva allows you to design video ads like a pro with a user-friendly interface and an all-encompassing library of templates optimized for use on Facebook. The app offers both free and paid plans starting at $9.95 per month (billed annually), with additional Pro and Enterprise options at $15/mo and $30/mo, respectively. 

Boosted boasts eye-catching branded videos for Facebook and Facebook advertising with high-end video templates, a free stock library, and endless customization options. You can also use your own video clips to create motion advertisements tailored to Facebook’s requirements. Plans include free and paid options, with paid plans starting as low as $8.75 per month (billed annually). 

Get Facebook Ad Training from The Experts

Have you mastered the basics of Facebook Ads but need some clarification and training on different ad types?If so, this on-demand session is for you. Click below to purchase Facebook & Instagram Ads – Expanding Your Ad Types on-demand training now! 

62% of small business owners believe Facebook ads are ineffective. Learn how to create click-worthy ads that convert in our LIVE upcoming training, Monday, May 3rd at 1 PM ET! 

What Moms Want in 2021: Mother’s Day Tips for SMBs

Shopping changed for everyone last year. When you look at the data, it seems like this Mother’s Day will feature exciting gifting trends. Here’s what moms want and retailers should focus on this Mother’s Day:

According to Taboola Blog, the top news trends driving consumer traffic across the web for Mother’s Day 2021 are:

  • Investing
  • Shows & Events
  • Food
  • Movies & TV
  • Amazon & Apple

Moms in 2021 are interested in investing money, attending events and shows (even if only virtually), enjoying delicious eats, binging on their favorite TV shows/movies, and all things Apple and Amazon.

With this in mind, businesses can begin to tailor their ad campaigns to meet their audiences’ interests and increase sales this Mother’s Day. Here are some creative tips for digital ads that grab customer attention this Mother’s Day:

  • Images with food generate a 33% higher clickthrough rate (CTR) than those without food, according to Taboola Blog. What’s more, color images with no text are the best way to boost engagement for your digital ads right now.
  • Videos that display activities like air travel, swimming, marriage, water sports, eating, and driving increase completion rates and boost performance. Hence, it’s a good idea to incorporate clips of the activities mentioned above if there’s any way you can tie them in with your brand.
  • Headlines that start with action verbs seem to drive the highest CTRs. For example, “Try These Mother’s Day Gifts She’ll Never Expect” outperformed “The Top 10 Gifts for Mom on Mother’s Day” and “Mother’s Day Presents for the Mom Who Has Everything” by a landslide.

Targeting Tips to Boost Mother’s Day Ad Campaigns

Now that you’ve created some digital ads that will appeal to your ideal customer, it’s time to ensure your ads reach the right audiences. Here are three targeting best practices for Mother’s Day ad campaigns:

  1. Bid Automation: Optimize for conversions and pageviews by adjusting your baseline bid when your ads are displayed.
  2. Target Tablet Users: High engagement rates and low ad spend are just two highly practical reasons to optimize your ad campaigns for tablet devices.
  3. Engage Your Audience with Interactive Elements: Use interactive, personalized elements in your ads (i.e., games, quizzes, surveys, etc.) to boost engagement.

More SMB Ideas for Mother’s Day 2021

Some other ways small businesses can turn up the heat and increase sales this Mother’s Day:

  • Subscription Boxes: Offer a subscription box filled with sample sizes of new and exciting products to try.
  • Virtual Services: Teachers, retailers, and professionals alike have been meeting with clients via Zoom or other video conferencing platforms since the start of the pandemic. We have plenty of jewelers, medical spas, and other businesses conducting virtual consultations to help get more customers in the door, and we find it works.
  • Online Shopping: If you haven’t gone eCommerce already, now is the time to get started. Learn more about selling your goods or services online here.
  • Curbside Pickup & Delivery Options: A great way to promote your brand and make more sales this Mother’s Day is to offer curbside pickup and competitive shipping. Curbside pickup offers consumers some peace of mind knowing they won’t need to get stuck indoors with too many other consumers. Similarly, competitive shipping acts as a significant incentive for shoppers looking to save a buck while ordering mom the perfect Mother’s Day gift.

Need Help Getting Your Shop Mother’s Day Ready?

Attend our LIVE upcoming training, Shopify for Beginners! Learn more and register now.

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What’s Good for the Environment is Good for Your Business

Sustainability Tips for Small Businesses

Think your consumers don’t care about sustainability? Think again.

According to GreenBiz:

  • At least 75% of consumers report sustainability to be moderately to extremely important to them.
  • 71% of consumers would pay more for brands that are sustainable.
  • 57% of consumers say climate change has caused them to reassess their purchasing habits

The events that conspired in 2020 have expedited consumer sustainability trends in every industry. With fires burning millions of acres of forest across the globe, Arctic sea ice melting to its second-lowest level since the late 1970’s, two-thirds of the world’s wildlife having gone extinct in the last 50 years, and 1 million plant and animal species on track for extinction (many within decades), consumers are calling for sustainability like never before; and 86% of businesses are anticipating an increase in sales over the next year due to a greater focus on sustainability.

With this heightened awareness of sustainability, consumers are looking to their favorite retailers to act accordingly. Here are some things you can do to turn your small business into a sustainable brand:

Sustainability in the Office

Reduce:

  • Swap out plastic and disposable with glass and ceramic alternatives wherever possible (think: cups, plates, utensils, coffee pods).
  • Use non-toxic cleaning products to keep toxins out of streams and landfills.
  • Choose sustainable packaging options like recycled cardboard and paper. Compostable packaging is another option that results in zero waste.
  • Reduce your carbon footprint and your energy bill with energy-efficient appliances, LED lighting, and smart thermostats.

Reuse:

  • Use both sides of printer paper in the office.
  • Repurpose boxes.
  • Keep functional furniture out of landfills by purchasing secondhand office furniture pieces.

Recycle:

  • Promote the recycling of products whenever possible and make it easy for your employees to toss plastic bottles and other recyclables in the recycling bin.
  • When it comes to paper products, opt for sustainable, recycled products like toilet paper and printer paper made from post- or pre-consumer waste.
  • Implement a compost program to turn leftover lunches into soil for parks and gardens.

Sustainability Out of the Office

  • Offer Remote Work: Offer employees the option to work from home to decrease carbon dioxide (CO2) emissions, save money on workplace utilities, and reduce your business’s overall carbon footprint.
  • Promote Public Transit: Provide commuter benefits for public transit when employees do need to be in the office.
  • Support a Green Supply Chain: Go green in your supply chain working with carbon-neutral vendors.
  • Choose Green Web Hosting Services: Your website’s server is always on, meaning it uses up a ton of energy. Offset that energy usage by going carbon neutral. Choose your data storage options wisely. For instance, Google’s cloud services produce zero net carbon emissions
  • Purchase Carbon Offsets: Buy carbon offsets for the portion of your carbon footprint you aren’t able to reduce. Here’s a list of credible carbon offset companies, complements of GreenBiz:

Going Sustainable? Get Support from TTG!

Work with a TTG Mentor to conquer your sustainable small business goals!

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Spring Cleaning? Don’t Forget to Spruce Up Your Email List

Spring Cleaning Email

Spring cleaning time has begun—and your digital marketing platforms are no exception! Though watching your email list grow is a great feeling, did you know that email marketing platforms often limit the number of contacts you can have before forcing you to upgrade to a paid account or higher tier account? Before swiping your card for that upgrade, consider looking at your current email lists and cleaning up any contacts that aren’t engaging with your business. Keep reading to learn how.

Boost Open Rates, CTRS’s & More by Keeping Your Email Lists Clean

Not only does removing outdated contacts keep you from paying more for your email marketing, it also does wonders to improve your campaign performance. Getting rid of email contacts who aren’t interacting with your business helps boost campaign open rates, click-through rates, and deliverability. It also keeps your emails from getting ranked as “spam” by major service providers such as Google and Yahoo. What’s more, keeping your email list clean allows you to personalize your content based on active, interested customers and potential customers. Here are some tools that help make your email list cleanup as smooth and seamless as possible:

MailChimp Contact Ratings

If Mailchimp is your channel of choice for all things email marketing, the platform’s “contact rating” feature is a strategic and easy-to-use email contact management tool that helps you sift through your contacts and find out who’s no longer engaging with your brand. Segment and target specific email audiences based on their level of engagement, see how often people receive, view, and click your emails, and get rid of any contacts who are bogging down your performance results. Check out TTG’s “Yes You Can” DIY Digital Marketing: Mailchimp Tutorial to learn how!

ActiveCampaign Contact Statuses

ActiveCampaign provides software for email automation so that you can spend more time on your business. The platform sorts your contacts using statuses so you can see how many people on your list have bounced or unsubscribed. Click the button below to learn how ActiveCampaign uses contact statuses to sort your contacts using four, easy to understand labels: “Active, Unconfirmed, Unsubscribed, or Bounced.”

Klaviyo List Cleaning

Last – but certainly not least – let’s talk about one of our favorite email marketing platforms here at TTG: Klaviyo. Kaviyo is an email marketing platform that helps you clean your email lists using a simple, two-step process:

Step 1: Identify and segment inactive or unengaged profiles.

Step 2: Suppresses or delete unengaged profiles from your account.

Learn more about cleaning your email lists with Klaviyo!

Learn More!

Want to Learn More About Effective Email Marketing?

Buy our on-demand training, “Email Marketing for Retailers.”

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Digital Ad Drama: Apple vs. Facebook

When two tech titans like Apple and Facebook collide, there’s bound to be plenty of commotion left in the wake. Recent iOS updates have made an impact on Facebook ads. But as it turns out, Facebook had been preparing for the ramifications of these updates months before they were released. Here’s what’s going on.

The Clash of The Tech Titans: What’s Fueling the Feud Between Facebook & Apple?

Apple Swings for Consumer Privacy: It all started last summer at Apple’s virtual Worldwide Developers Conference with something known as an IDFA. An acronym for “Identifier for Advertisers,” IDFA gives each iOS device a unique code that generates data for targeted mobile ad campaigns. In June of 2020, Apple declared at its conference that its iOS 14 update would make IDFA an optional feature— allowing consumers to forgo ad tracking on each of their Apple devices. Once the changes are in place, apps will show consumers an AppTrackingTransparency (ATT) pop-up screen, at which point, all consumers will have to do to turn off ad tracking is tap a button.

Apple – which views the changes as part of their ongoing campaign to promote consumer privacy – expects the changes to occur this spring. Every application available in the App Store will be required to comply by law.

Facebook Fights for the SMB Community: Facebook – described by Forbes as the loudest critic of Apple’s new feature – has criticized the change’s potentially damaging effects on the small business community, predicting a significant decrease in revenue from mobile users. The social media and advertising giant has released an Aggregated Event Measurement protocol which – with the help of the Facebook pixel – will give businesses the ability to measure web events from iOS 14 devices after the ATT feature is released.

How IDFA Changes Will Impact SMB Advertising

Currently, approximately 70% of iOS users share their data. It is estimated that percentage will drop to 10-15% after Apple makes IDFA optional this spring. Considering the iOS 14 update will make it incredibly accessible and convenient for users to opt-out of sharing their data, it’s no surprise the vast majority of marketers and business owners are highly concerned.

Upon hearing the news about Apple’s iOS 14 update, many companies (Facebook included) exclaimed that the decision to make IDFA optional would demolish ad networks and seriously impact the businesses who advertise on them. After all, opting out of IDFA doesn’t mean no more ads; it simply means advertisements once tailored to consumer’s interests will now be replaced with less relevant ads.

So, what will this mean for targeted advertising? How can marketers and small businesses access the data that’s so crucial to their ad campaigns’ optimization and performance?

Going forward, app developers may use Apple’s SKAdNetwork – which doesn’t rely on IDFA – to collect campaign-level data and track conversions. As such, SKAdNetwork is now slated to become an essential tool for advertisers everywhere. Learn more about SKAdNetwork here.

In addition to its Aggregated Event Measurement protocol, Facebook has released several guidelines to assist businesses and advertisers in using Aggregated Event Measurement, which you can read more about here.

Stressed? Confused? We’ve Got You Covered

Digital ads were complicated before two tech titans started feuding; we understand how you may find them even more stressful now. Don’t let the digital drama throw you off course—leave your advertising to the pros and allow us to focus on our wheelhouse so that you can focus on yours. That’s how we succeed at helping you grow your business.

Learn More About TTG’s Digital Advertising Programs for Startups & Growing Businesses!

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How Instagram’s “Suggested Posts” Feature Benefits Your Business

This past summer, Instagram rolled out a “suggested posts” feature to give users more to explore once they’d reached the end of their following feed. Here’s what this potentially means for your business:

“You’re All Caught Up”—But Are You?

In 2018, Instagram added a feature similar to Facebook’s “time well spent” approach that let users know when they were finished catching up on the latest updates from people and brands they follow. The purpose in doing so was to make users more mindful of how they spent their time while in the app. Upon seeing the “You’re All Caught Up” notification, users could feel free to explore other tabs on the app knowing there was nothing new to see in their main feed. For those of us who like to make sure we don’t miss a beat on social, this feature served us well by helping to eliminate our FOMO (fear of missing out) on our friends’ latest posts.

Expand Your Reach with Instagram’s “Suggested Posts” Feature

Then, in August of 2020, the platform added another new feature. Below the “You’re All Caught Up” notification, Instagram tacked on a “Suggested Posts” feed filled with content recommendations users are likely to engage with based on their previous activities.  In other words, once users have finished scrolling through photo and video updates from the people and brands they follow, Instagram suggests fresh content based on their individual browsing preferences.

With the platform moving closer and closer to eCommerce, the “Suggested Posts” feature certainly proves beneficial for businesses looking to expand their reach on Instagram. The new update paves yet another pathway for brands seeking to put their products and/or services in front of interested customers. What’s more, it creates additional reach opportunities for those willing to pay for ad space in the expanded listings.

Is Your Social Media Working for You?

Social media platforms like Instagram set the stage for powerful, high profile campaigns that maximize your reach and elevate your brand. Allow TTG to prime you for success with social media services that bring your business to the next level. We offer full-service solutions as well as DIY alternatives that set you up to win when running your own socials in-house.

Low-Cost & No-Cost SMB Marketing Ideas

Here at TTG, we get a lot of questions from small business owners about the most cost-effective ways to implement digital marketing into their current business strategy. As a small business owner myself, I understand first-hand the value of a free or low-cost resource that works to grow your company— especially when you’re just starting out. That’s why my team and I have spent the last year or so providing low-cost and no-cost digital marketing training and resources to growing businesses like yours. We call it DIY Digital Marketing, and it’s how we’re empowering owners of startups and growing businesses everywhere to dig into their digital marketing efforts without breaking the bank. Keep reading to learn where and how you can get started:

Where to Find FREE Digital Marketing Help

Looking for FREE digital marketing tips, tricks, and training sessions? Check out the following TTG resources!

YouTube

YouTube is a free video-sharing website where users can watch video content that covers pretty much anything you can think of. It’s an excellent platform for business owners looking to learn about digital marketing, which is exactly why TTG started our own YouTube channel almost one year ago! Here, we share expert knowledge on various digital marketing tools and how to use them via short how-to videos and step-by-step tutorials.

Check Out TTG’s YouTube Channel NOW!

Podcasts

Another great resource for free digital marketing advice and ideas is whatever platform you stream your podcasts from! Whether you listen to podcasts on iTunes/Apple Podcasts, Google Podcasts, Spotify, or any other platform, there are plenty of series dedicated to teaching you how to use digital marketing to grow your business. Use your favorite podcast platform to search terms like “digital marketing” and “small business tips,” or even more specific topics you’d like some insight on.  You’ll find tons of shows and one-off episodes to help you through.

TTG even has our own podcast in the works, so stay tuned!


Blogs

We love a good blog post here at TTG— and we’re willing to bet you do, too (considering you’ve made it thus far reading this one)! When it comes to learning about digital marketing, blog articles are a great place to start. A well-written blog post has the ability to explain even the most complicated topic by breaking it down into bite-sized pieces of information that are easy to digest. For business owners looking to manage their own digital marketing, our TTG blog posts are the perfect place to start.

Read More TTG Blogs NOW!


Free Webinars

Last, but certainly not least, TTG offers FREE digital marketing webinars that cover a breadth of topics any growing business can benefit from, including:

  • How to build a marketing team on a budget
  • Capturing and converting leads into customers
  • How to do a digital year-end review

…and more! In fact, we have a FREE live upcoming training session on March 22nd at 1 pm ET, where we’ll be covering everything you need to know about virtual appointment booking! Click here to learn more!

View TTG’s FREE Training Sessions Now!

Be Sure to Keep an Eye Out for More FREE Resources from TTG!

Finding Balance: Digital & Traditional Marketing Synergy

Physical & Digital Marketing Image

Digital marketing (also referred to as “modern marketing”) is a form of marketing that involves online and internet-based technologies, platforms, and channels to promote services and products. Traditional marketing promotes services and products through non-digital means—the four main types being print, broadcast, telephone, and direct mail.

As the world becomes more digital-first, small business owners must recognize that traditional marketing still has its place in any effective business strategy. A healthy mix of digital and non-digital marketing efforts is the best way for startups and small businesses to maximize their growth. And though striking the perfect balance between digital and traditional marketing efforts may seem challenging, it’s entirely within your reach— here’s how:

Key Digital Channels for A Successful Marketing Strategy

Thanks to the development of all things digital, businesses can now reach more consumers than ever before. However, the simple act of bringing your business online doesn’t automatically mean more customers, higher sales, or greater profitability. You still have to put some elbow grease into it! Here are just a few of the digital channels that make up an effective marketing strategy:

Traditional Marketing Techniques That Matter

  • Face-to-Face:

    Speaking of “traditional,” it doesn’t get more old school than in-the-flesh marketing. According to a Management Events survey, 79% of top-level executives use face-to-face meetings for lead generation. What’s excellent about in-person marketing is that it allows both the marketer and their lead to read body language and adjust their interaction accordingly. However, in light of the current pandemic, face-to-face interactions are few and far between. This makes virtual meetings an excellent option. Video chats held over Zoom, GoToMeeting, Teams, etc., offer many of the same benefits as face-to-face interactions while keeping everyone’s health and safety at the forefront.

  • Print Advertisements:

    As of 2019, 33% of Millennials are using ad blockers. On the flip side, 62% will read print ads instead of discarding them. Digital fatigue also leads consumers to be more receptive to print advertising, according to Hubspot. Consider putting out a physical ad through a local partner, such as being part of a welcome packet for new residents.

  • Direct Mail:

    According to Hubspot, the United States Postal Service (USPS) claims 67% of consumers feel isolated during the current pandemic, and 42% now look forward to mail due to social distancing guidelines. What’s more, millennials are more likely than Gen X and Baby Boomers to respond to direct mail, with 67% reporting they “frequently and occasionally use marketing mail as a prompt to go online.” Postcards, promotional offers, brochures, and even physical review cards that prompt customers to leave you a review are all effective ways to utilize direct mail marketing.

Synergistic Marketing: How to Balance Digital & Traditional Channels

Operating both digital and traditional marketing channels synergistically is an effective way to get the most out of your marketing efforts. But how can a balance be found between the two?

  • Meet Your Customers Where They Are:

    Today, the internet of things (IoT) plays a crucial role in almost everything consumers do. It also gives brands more exposure than traditional marketing at a fraction of the cost. However, not every consumer uses every facet of the digital world. As a business owner, you must know which channels your target demographics are using and then optimize your marketing strategy to meet your consumers where they are (not the other way around!). This may mean placing a heavier emphasis on social media advertising than print advertising, or vice versa. Consumer behavior will dictate which approach works best for your brand.

  • Consistency is Key:

    One aspect of brand-to-consumer communication that must be upheld at all times is consistency. Brand consistency builds consumer trust and boosts perceived reliability, thereby increasing the likelihood that consumers will want to buy your goods or services. So, ensure your messaging remains consistent across all digital and traditional marketing channels. This means conveying the same messaging on your signage and storefront as you do on your digital channels and vice versa.

Want to Achieve a Better Balance?

Our experts will work with you to review your marketing, find the gaps, and make a plan. Learn more about our marketing auditing programs today!

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Display Ads vs. Search Ads: What’s the Difference?

Thinking about running digital ads for your startup or small business? There’s a lot going on in the world of digital advertising, so it’s normal to feel a bit overwhelmed at your prospects. In this blog post, we’ll break down the two main types of digital advertisements: search ads and display ads, and provide some examples of when a company may choose to use either type, or a combination of the two. We’ll also drop some helpful links to digital advertising programs and on-demand digital ad trainings for startups and growing businesses to help get you started. Let’s take a look!

Display Ads vs. Search Ads & When to Use Each

There are loads of ad formats to choose from with online advertising. However, if digital advertisements were boxers, display ads and search ads would qualify as heavyweights.
Perhaps the most obvious difference between these two ad formats is that one is a form of “push” advertising, while the other is known as “pull” advertising. Search ads are considered “pull” advertisements, because they are shown to users who have actively searched for your type of product or service via a search network (think: Google). Display ads utilize what’s known as “push” advertising, because they appear on sites or platforms without having been specifically searched for by the user. Here are some other key factors that set search and display ads apart:

Search Ads

Search engine advertising (also known as pay-per-click advertising or PPC) is a form of paid advertising that shows your business on the search network— aka search engine result pages (SERPs) such as Google. The search network is a great place to advertise. In fact, according to Neil Patel, search network advertisers make $2 for every $1 spent, on average.

As previously mentioned, search ads only appear to those who are actively searching for the type of product or service your business has to offer. This makes search ads an excellent ad choice for emergency-style services like locksmiths, lawyers, plumbers, etc. Search ads are also great for small and growing businesses working with smaller ad budgets, as these types of ads drive the most direct conversions and work well for converting potential customers who have already shown intent to purchase.

Display Ads

Unlike search ads, display ads are not limited to search engine platforms. These types of online advertisements are shown across a collection of websites known as “The Display Network,” which also includes mobile sites and apps.

As previously stated, display ads qualify as “push” ads because they put your ads in front of potential consumers without having to wait for the consumer to search for your product or service. As such, display ads are ideal for generating brand awareness. They work well when across various social media platforms and are a great option for products or services that are highly visual. You can also find display ads on eCommerce sites like Amazon (learn more about advertising on Amazon here).

There are a few different ways to target display ads, including:

  • Keywords and phrases
  • Specific websites or pages
  • Specific audiences (based on their demographics, interests, or whether they’ve previously visited your website).

Now that we’ve covered the basic differences between these two ad formats, let’s take a brief look at how growing businesses can use search and display ads together to maximize their ROI.

Dual-Network Approach: Running Search & Display Ads Together

Using a dual-network approach allows you to have the best of both worlds, however, the best digital advertising strategies separate each ad format into its own network-specific campaign. Separating your ad campaigns by format allows you to customize your messaging, budgeting, and bids per network. It also enables you to measure and assess campaign performance more easily, and keeps data from becoming skewed.


Need More Help with Digital Advertising?

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Browse step-by-step digital ad training on-demand! These past training sessions are great for learning the fundamental basics of online advertising:

  • Getting Started with Facebook & Instagram Ads
  • Intermediate Facebook & Instagram Ads
  • Facebook & Instagram Ads: Expanding Your Ad Types
  • Getting Started with Google Ads
  • Intermediate Google Ads

Sources:
https://support.google.com/google-ads/answer/1704373?hl=en
https://instapage.com/blog/search-ads-vs-display-ads

How to Capture Leads on Your Website

“Attract and convert! Attract and convert!”

You’ve heard the buzz phrase more times than you can count— but do you know how to bring in and convert leads into paying customers? Or why it’s so essential to have capture points on your business website? Sure, getting traffic to your website is critical. Maintaining contact with the right people who land on your site, however, is key for business growth. Here are a few ways to capture leads, improve lead generation, promote list expansion, and keep the right customers coming back for more:

Capture Points: What Are They & Why Should You Care?

For starters, business websites exist for one of two reasons: either to generate brand awareness or to generate leads. If you aim to simply create awareness around your brand, its services, or its products, then offering up your website as an informational “dumping ground” for content makes sense. However, if your goal is to generate leads and turn said leads into paying customers, you’ll need to be more strategic in your content marketing approach.

Here’s where capture points and gated content come into play. Web content that is “gated” is kept hidden behind metaphorical lock and key and is only to be shared with visitors who are willing to provide something in return for the valuable information your brand has to offer. What do you desire in exchange for sharing your expert knowledge and content? It’s simple: contact information.

*Enter Capture Points. *

Capture points are delineated data collection areas – think: forms, popovers, flyouts, landing pages, etc. – strategically placed within web content to “capture” visitors’ contact information. The information they collect allows you to follow up on potential leads, thereby boosting your conversion rates and helping you bring in more customers.

Capture Points for Lead Generation

Successful capture points utilize a compelling call-to-action (CTA) that prompts visitors to learn more in some way, shape, or form. Examples of capture points include:

  • Landing Pages: Landing pages are targeted web pages created to achieve a specific goal or focus. Learn more about landing pages and how to create a high-converting landing page here.
  • Embedded Forms: Embedded forms can be added to an existing web page or landing page so that visitors may share their contact information without having to navigate to a separate page. Not only does this capture point strategy work to increase conversions, but it also helps keep your bounce rates down. What’s more, embedded forms placed on the top half of your web page or landing page direct user traffic to input their contact information without having to scroll through the rest of the page (something most visitors see as a major turn-off).
  • Popovers/Flyouts: Unlike their annoying pop-up predecessors, popovers are well-timed forms that lay over a webpage and work to improve the user experience by presenting offers, information, or reminders relevant to the visitor’s step in the customer journey. Users may opt to interact with the popover or simply click to exit.

Best Incentives for Lead Generation

Popovers, flyouts, embedded forms, and more are excellent website marketing lead-generation tools for capturing customer data. However, they’re only successful when paired with compelling incentives and calls to action (CTA). Some of the best and most compelling motivators to capture user contact information include:

  • Newsletter Subscribes: Capture email addresses and expand your email marketing list by prompting users to sign up for your newsletter. Consider providing a special sign-up incentive, such as a 10% discount.
  • Downloadable Reports: Request users’ contact information in exchange for a high-value downloadable report.
  • Quote Forms: Allow web visitors to request a quote for a particular service.

Looking for Help with Your Website?

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  • Planning Your Website Content
  • Intro to Wix
  • Website Marketing Best Practices