Google Ads Vs. Facebook Ads

A person using a computer mouse.

Pay-per-click advertising has become a popular advertising avenue for businesses in the digital age. There are many types of pay-per-click (PPC) ad services, but the two most common ones are Google Ads and Facebook Ads.

Google Ads appear when people search for things online using the search engine, Google, and Facebook Ads are ads that appear in Facebook users’ feeds.

In today’s blog post, we will cover the benefits of both platforms and when you should utilize Google Ads and when you should be using Facebook Ads if you can’t utilize both.

What Are Google Ads?

Google Ads is the world’s largest PPC advertising platform. Google Ads is so widely used it is often referred to as “paid search” even though the search engine Bing has Bing Ads, which is just like Google Ads only the ads appear on Bing.

Google Ads deals with selected keywords and are largely text-based. Advertisers bid on keywords, which are either specific words or phrases users put in the search query, in the hopes of their ads appearing in the search results, either at the top of the page or at the bottom.

Every time a user clicks on the ad, which brings them to either the advertiser’s website or a curated landing page, the advertiser is charged a certain amount. At its core, advertisers are paying for the potential of finding new customers and/or clients based on the keywords and search terms they enter into Google.

What Are Facebook Ads?

Facebook Ads are referred to as “paid social.” In Facebook Ads, advertisers market their products or services to Facebook users based on their target demographics, behaviors, and interests. At its core, advertisers are paying for the potential of finding new customers on Facebook based on targeting features.

The Benefits of Google Ads

In Google Ads, advertisers are able to advertise to users in their search network and display network. The search network is the search engine, Google, and the display network are the banners you see when you’re surfing the web. Google’s display network spans 98% of the World Wide Web. Their display network is great in that it enables you to spread brand awareness to those who haven’t converted while they are using the Internet.

Another benefit of Google Ads is the number of people who search with Google. Google is the most popular search engine in the world with more than 40,000 Google search queries every second!

A misconception PPC newbies have with Google Ads is they think the advertisers with the biggest budgets are the only ones that perform well. The ads that perform the best aren’t necessarily the ones with the biggest budgets behind them, but the ones that are the most relevant to the users. You need relevant keywords on your landing page and ad copy. If your ad is getting a lot of clicks and conversions, you will see it appear higher in the search results over time. It’s important to note one of the only ways you can continue to improve your ads is to do A/B testing.

The Benefits of Facebook Ads

Just like Google, Facebook has an impressive number of users. Facebook has more than 1.55 billion monthly active users. That is more than ⅕ of the entire world’s population!

Facebook users share a lot with the social media giant. Not only do they share the biggest moments of their lives, but they consume, like, and share content that aligns with them, which enables advertisers to really market to their niche audiences.  

Advertisers can also use Facebooks Ads to create lookalike audiences, which allows advertisers to input deals of their existing audience into Facebook to reach new people who fit that mold.

With Facebook ads, advertisers can also upload photos and videos to peak the interest of users.

The last great benefit of Facebook Ads is fairly affordable. You can be a small business with a budget and competitors that are household names and still meet your goals.

Google Ads vs. Facebooks Ads

Based on the passages above, it’s clear Google Ads and Facebook Ads are both very useful advertising outlets. But which one should I use? Well, it depends.

When You Should Use Facebook Ads

You should use Facebook Ads when you really know your ideal audience since Facebooks Ads allow you to target people based on their demographic, behaviors, and interests.

You should also use Facebook Ads if you don’t have a big budget if you are small fish and your competitors are sharks. We always advise our clients Google Ads aren’t favorable if they have a small budget. If your budget is under $500 a month, you can still do well on Facebook.

Facebook Ads are great if you have an event coming up or a special offer as Facebook has ads that are meant just for these types of specials.  

Through Facebook Ads, you can also put the ad on Instagram. So if the picture sharing app does wonders for your brand already, it may be worth putting most of your marketing dollars to Facebooks Ads.

When You Should Use Google Ads

Google Ads should be used when you’re trying to increase sales. When people utilize Google, they have a problem and are looking for answers. People don’t scroll through Facebook because they have a specific problem. They want to catch up with their network so with that in mind the intent to buy is much higher with Google Ads.

You should also consider Google Ads if you have used it before. Google likes giving preference to businesses with experience as they have more insight into the user experience.

All and all, when it comes to marketing, it’s always important to evaluate your goals. Call Sperling Interactive today at 978-304-1730 to learn more about how we manage our clients’ ad campaigns.

Our Favorite Brand VR Experiences

A woman wearing a VR headset. In our last blog post, Where Will Marketing Be In Five Years?, we predicted VR experiences will be big by 2024. Some big-name brands have already developed some amazing VR experiences, so to give you some inspiration and a jump start, here are our favorite branded VR experiences.

Google Earth VR

This is an incredible app to download if you’d love to travel the world, but don’t have the means to do it right now. In Google Earth VR, you are able to go anywhere in the world in just a click.

Google Presents Inside Abbey Road Studios

Who wouldn’t love to step inside the world’s most famous recording studio? The record studio that has not only recorded every single Beatles’ albums, but the music from Queen, U2, Lady Gaga, and more. Go on a guided tour of Abbey Road from Giles Martin, son of the Beatles’ late music producer, Sir George Martin.

Netflix VR

Did you know you can now watch your favorite streaming service in VR? In Netflix VR, users can choose between two modes: a living room viewing experience or Void mode.

When you watch through the living room mode, you are planted in a living room that has a TV above the fireplace and a view of the mountain range. You are able to watch your shows on the TV.

Void mode removes the living room but allows users to watch a show in whatever position they’d like, even sitting down, which isn’t something you can do in the living room mode.

It is possible Netflix will offer VR programming in the future.

The New York Times VR

The New York Times VR app immerses users into some of the publication’s biggest news stories. Users can stand alongside Iraqi forces during a battle against ISIS or walk on a planet 3 billion miles from the sun! 

Volvo XC90 Test Drive VR

The car brand, Volvo, has created a VR app to give consumers a feel for its XC90. This VR experience puts you behind the wheel as you take the scenic route through an idyllic area with a mountain range. Forget a car dealer, when you can download the app for your headset.

IKEA Virtual Store

With IKEA Virtual Store, IKEA has created a store that never closes. IKEA was one of the first retail companies to launch a VR site that has e-commerce. If you are up at night thinking about your new home project, you can pop into the store without leaving your house.

TOMS Virtual Giving Trip

TOMS isn’t just a fashionable shoe brand, but a charitable one too. For every new pair of TOMS purchased, TOMS gives a pair of new shoes to a child in need. In TOMS Virtual Giving Trip, consumers get to watch TOMS employees give away shoes to the underserved in Peru. It has nooks in its stores where potential customers can view the VR experience.

Savannah College of Art and Design

In 2015, the Savannah College of Art and Design mailed 5,000 branded VR headsets to students who were accepted into the school but hadn’t yet enrolled. The VR experience immersed users into the college’s campus.

Do you have an inkling for an app idea for your company? Let us know. We love taking our clients’ ideas and developing them into reality.

Where Will Marketing Be In Five Years?

Girl working on a laptop with a soda can next to the laptop.Before the technology revolution in the twenty-first century, marketing was mostly done through print advertising, direct mail, and traditional media (e.g. TV, radio, and publications). Now, most businesses are only marketing on the Internet. Technology has shown marketing is one industry that isn’t going to stay constant. SEO is one sub-section of digital marketing that changes every day! With that, it can make you wonder just where marketing will be in five years time? So today we’re going to give you our predictions for where we think marketing will be in 2024.

Voice Search

People love using their smartphone’s voice assistant, be it Siri, Alexa, or Cortana. Our phones’ voice assistants make it easy for us to go about our day while still obtaining information from the Internet. Many leading digital marketers are expecting a rise in voice search over the next five years. Some estimate that by 2020, more than half of searches will be conducted using voice search.

There is a difference in keywords when we type a search versus using a voice assistant. People use more keywords when they use their voice, so those types of searches tend to be more conversational. In the future, businesses will have to create specific web pages geared toward the questions people ask their voice assistant in order to rank well in search engines.

Ethical Brands

We believe in the next five years people will still support brands that are ethical. Millennials and Generation Z are two generations that are conscious about they who buy from. They are passionate about issues such as climate change, income equality, and diversity. To cater to these buyers, companies will need to make sure they are contributing to improving society.

TV Ads

In the campaigns we run for our clients, we’ve noticed amongst the devices used are TVs. We speculate in the next five years popular streaming services will start utilizing advertisement, but instead of commercials like on cable TV, they will mirror the ads you see on social media. Most people aren’t fans of commercials, except for maybe during the Super Bowl, so with that in mind, streaming services will have to do quick video ads or interactive ads that users can click out of if they don’t meet their needs.

Consumers Will Want Control Of Their Data

From the GRPR to the Cambridge Analytica scandal, 2018 was a year consumers really came concerned with the usage of their data. Now more than ever, people are cautious with who they give their information to. We believe in the next five years consumers will take more action to seek control over their personal data in an effort to avoid breaches, phishing, and hacking.

Virtual Reality

Did you think virtual reality (VR) is just for video games? Think again!  In the next five years, VR will become the next big form of content marketing. It’ll be a new way for companies to offer value to their audience, but businesses that do decide to utilize VR should get creative and come at VR from a storytelling angle. Give your target audience an experience they will treasure that also fits with your brand. A great example is when North Face developed a VR experience of California’s Yosemite National Park and the Moab Desert in Utah. This worked well for North Face as their cozy apparel is popular amongst nature enthusiasts.

Storytelling Marketing

To piggyback off the last point, storytelling is a major theme you will find in marketing in 2024. Marketing will always change as technology does, but one constant will be content that people can resonate with and enjoy.

Struggling with new ways to boost your marketing? At Sperling Interactive, we love collaborating with our clients to create marketing strategies that support their goals. Call us today at (978) 304-1730.

Travel & Tourism Marketing Tips

A picture of the Boston skyline. At Sperling Interactive, one of our largest specialized markets is the travel and tourism industry. Some of our clients include the Salem Witch Museum, the House of the Seven Gables, Hawthorne Hotel, Destination Salem, and the North of Boston Convention & Visitors Bureau. The travel and tourism industry is one of our favorite industries to serve as we love traveling and are proud that we get to promote some of Massachusetts’ gems.

Summer is coming up, and it is the busiest time of year for most businesses in the travel industry. Below you will find the best travel & tourism marketing tips to boost engagement and increase awareness” or something like that.

Create A Travel Guide

Put together a travel guide, be it print or electronic, of your favorite things to do in your area. Nearly every traveler loves receiving recommendations from locals. You could do two guides: one guide about the area and the other about your business.

We draft and design travel guides right now for Destination Salem and the North of Boston CVB. The guides are downloadable and we have found running them through Google Ads, Facebook ads, and display ads to be quite successful.

Write a Travel & Tourism Blog 

We always advise our clients to blog as it’s one of the pillars for SEO, but it’s always a way to engage your audience and pursue them to come to your location.

If you’re an agency or hotel, you could always feature a customer. You could have a customer write a guest post or you could start a series where you interview customers.

Schedule Social Posts

Scheduling social media posts is something we always encourage our clients to do, but it is especially important for travel companies expecting to be busy this summer. Jot down some photo ideas and on the first nice day of the year, go out and take some photos. Try scheduling posts 2 weeks to one month in advance.

Creating meaningful and interesting blog topics, and then sharing them on your social profiles is essential. In addition, sharing other blogs or articles from businesses you highlight helps boost engagement. 

Utilize Influencers

Are there content creators who create content about your area or fit well with your brand? While influencer marketing is on the rise and has been found to work, you want to find someone who caters to your industry or is in your target audience and set up an exchange. A good example would be having some food bloggers come to a new restaurant and/or brewery opening and giving them a behind-the-scenes. Or having a travel YouTube vlogger stay at your hotel or inn.

Produce Local Community Videos

With video marketing continuing to rise, you can’t go wrong with shooting a video. By going out and taking 1-2 days to shoot some content, you can end up with a few videos’ worth of footage. If you don’t have one already, you could have a video for the homepage of your website to capture travelers’ attention. The other videos that come out of the footage could be videos you post on social media and YouTube that primarily promote your city. These videos could provide fun facts, recommendations to other businesses, and tips.

Run Location-Based Ads

Combining Google Search, Google Display Ads, and Facebook Ads, build awareness around your target audience, whether it be local or areas where you see a lot of travelers come from. Run an ad driving people to a specific blog post or a free guide. 

There are many avenues to pursue. Geo-targeting with user-input targets specific ads to the user based on what kind of ads they want to receive. In geo-fencing, you target potential customers within a certain radius of your business. And then there are geo conquest ads, which is when companies lure perspectives from competitors.

Want some tailored advice for your travel business? Call us today at (978) 304-1730 to schedule a free consultation.

B2B Marketing Tips

Women in a meeting with laptops. Have you just started a B2B company? Or are you new to marketing for a B2B company? Marketing for a B2B company is different than marketing for a B2C, but it’s just as important. Here are some marketing tips to help you grow your B2B company and how to offer value to your target audience.

Write a blog.


You want to have helpful content that solves your audience’s problems, and a blog is a great way to make yourself an industry expert. To get going on your business blog, ask yourself, what are the most common problems my audience has? What are my company’s goals and how can I write about them?

Update blog posts that do well.


Sometimes a blog post does really well. You get a lot impressions and comments. People are engaging with the post because it offers value.

But somewhere down the line, you go back to that blog post that did so well and notice it is a bit outdated. You still want that piece of content to be valuable, so update that blog post with the most relevant information so that it continues to rank well on search engines and gain traction.

Do video marketing.


Blogging isn’t the only way to provide value to your clients. As this article from Forbes explores, video is the future of media on the web. This article reports that Facebook is prioritizing video content more than ever and that video is almost as big as mobile. You could make videos that showcase your products and/or services and tutorials that visually help businesses solve their problems.  

Start a podcast.


Podcasts have exploded over the last few years due in large part to the rise of smartphones. Podcasts are wonderful because they can help you expand your expertise and network. This is especially true if a big portion of your podcast involves interviewing guests. When you have a guest on your show, they’ll promote it to their community, who will then want to check you out. Or in turn, if you invite a client onto your podcast, it can build a stronger rapport with them because you’re promoting them and having a meaningful conversation with them. A podcast is a lot of work (this article from Search Engine Land dives into that), but it can really help strengthen your content marketing and grow your B2B company.  

Use LinkedIn.


If you’re a B2B company, you have to be on LinkedIn. It is the outline platform for growing your network and finding business opportunities. Check out this blog post we wrote about how to get the most out of LinkedIn.

Treat your audience as people.


It’s easy when you run a B2B company to forget that your targeted audience has life outside of their job. They’re people just like you. They go to their kids’ Saturday morning soccer games, go on vacations, and binge watch Netflix just like you! Humanize your marketing. Profile your staff and share what makes each employee unique. Show your audience a behind the scenes look at your business. Show them how you make your products and/or create your services.  Humanizing your marketing is a must have as it’ll help you connect with your audience on a deeper level.

Do you market for a B2B company? Do you agree with our tips? What are some tips you do that we may have left out? Let us know in the comments.

Seasonal Marketing Tips

 

Earlier this month, we wrote a blog post about how to have a great seasonal website. Today on the blog, we’re going to be covering seasonal marketing tips. Seasonal marketing is a great way to get into the new season or holiday, and it has been shown to increase sales.

Here are some important things to make note of before you begin:
– When it comes to seasonal marketing, timing is very important. Allot yourself a few months to plan and prep. The best ideas won’t come to you if you’re feeling crunchtime.

– Don’t feel pressured to have a seasonal marketing campaign for every season and holiday. Think about what is most relevant to your business. What times of the year does your company get the most business?

Now on to the tips:

Create Valuable Seasonal Content


We think it’s safe to say the reason we started our businesses was to be of service. Regardless if you’re a B2C or a B2B, you want your business to offer something valuable to your customers and clients. A great way to accomplish this is to create helpful content for your targeted audience.

For example, if you’re an interior designer, you might create a piece of content where you give away your favorite staging tips.

If you’re a dentist, you could share the best ways to clean your teeth after Halloween.

If you’re an employment/human resources attorney, you could share your tips on how to cultivate a better work environment near Labor Day.


Run A Social Media Campaign  


Everybody is on social media these days, so what better place to promote your business than with a social media campaign? If you’re a B2C business, you may want to consider promoting your products through Facebook Ads, and if you’re a B2B, by utilizing LinkedIn Ads.

Do A Photo Contest  


Photo contests are a fun way to engage your audience. Keep the rules simple, create a landing page where you can collect people’s information, and have a prize that people will want to win. Some ideas you could do is a Halloween costume contest or an ugly sweater contest in December. You could give away a product related to your industry (e.g., an IT company could give away a computer, a boutique could give away a gift card, etc.), or offer one of your services for free.

Come Up With a Hashtag

Connect with your audience by coming up with a clever hashtag. Going back to our previous tip, you could use the hashtag as a way to see who is participating in your contest instead of creating a separate landing page. Hashtags are also a good way to introduce new people to your business and your campaigns. When a person sees one of their friends participating in your contest or campaign, it may give them the incentive to join in too.

Direct Mail Promos  


In today’s digital world, it’s easy to forget about this last tip, but direct mail is still an effective way to remind people of your business. Design a postcard that gets people into the spirit and has a clear call-to-action.  

If you need help with your seasonal marketing, give us a call. We offer social media, blogging, photography, digital marketing campaigns, and graphic print work.

How To Market Your Nonprofit

How to market your nonprofit

 

 

 

 

 

In today’s world, it’s a lot easier for nonprofits to market themselves. Not only do we have the Internet, but there are certain strategies and programs nonprofits can use that can be advantageous for their organization in the digital space.

Be active on social media. Social media is great for nonprofits because not only do most people have a profile on a social media platform, but they are also free to post content. Aim to post your content every day so it has a greater chance of appearing in your followers’ feeds. You don’t have to have an account on every social network. Consider who your target audience is and where they spend their time scrolling feeds.

Add The ‘Donate Now’ Button To Your Facebook Page + Ads. If there’s one social media platform every nonprofit should be on, it’s Facebook. Facebook draws in users in just about every age bracket. You can put a ‘Donate Now’ button on your nonprofit’s Facebook page and on the ads you design for Facebook. Through Facebook, you can create ads targeted to users based on their location, demographic, and profile. After the ads are created, you can set a budget for each click or thousand impressions you will receive.

Apply for Google Ad Grants. Google Ad Grants is the nonprofit version of AdWords. It is a program by Google that offers $10,000 of free online advertisement each month to nonprofits. The ads can be created to attract donations, recruit volunteers, and share the nonprofit’s story. To apply (https://www.google.com/grants/), you need a Google account and a TechSoup account.

Create Content That Tells Your Story. Above all, create content that sells your organization’s ‘why’. Always prioritize your ‘why’ over your ‘what’. Your ‘what’ being the services your nonprofit offers and the ‘why’ being the explanation as to why your organization does the work it does. This content will inspire people and will set you apart from other organizations that may offer the same services you do. Some ways you could tell your story are through blog posts, podcast episodes, and a video series.

Sperling Interactive works with a number of nonprofits, and right now we are offering a new service to help nonprofits make the most of their Google Ad Grants campaigns. Call us at (978) 304-1730 or email us at lisa@sperlinginteractive.com to learn more.

The Different Types of Facebook Ads

The Different Types of Facebook Ads

 

 

 

 

 

 

 

 


Facebook is one of the premier places on the Internet to promote your business. Facebook offers a variety of ways to advertise. No matter what type of business you run, you are sure to have a way to reach to your targeted audience in the way they consume content. Read along to learn about the different types of ads you can run on Facebook.

Link Ads

Link ads are the most common type of ads. They are the ads most people think of when they think of Facebook ads. When you click on a link ad, you are brought to either a website or a curated landing page. This type of ad generally performs well and can help generate likes for your business Facebook page.

According to Facebook, “whether you want people to learn about your product, buy a ticket, or download an eBook, Facebook link ads are a great way to get people clicking to your website and visiting the pages you’d like them to see.”

Video Ads

As we’ve touched upon before here on the blog, video is the future of digital marketing. Video content can really bring your business to life. With this form of advertising, you don’t have to write a blurb or upload a photo. Video ads are a powerful way to tell your story, fuel engagement, bring visitors to your website, and increase leads.

Boosted Posts


Every time you post content to your Facebook page, Facebook gives you the option to boost that post. When you boost a post, you pay to get more people to see that content. Your post essentially becomes an ad and you get to control the audience who sees it.

 

We recommend boosting your content every now and then as there is a decline in organic reach on Facebook. We suggest boosting content that you want to get in front of a large group of people, such as a testimonial, an upcoming event your company is hosting, or a special offer.   

 

Carousel Ads

The carousel ad allows you to showcase up to 10 images or videos within a single ad, and each image or video has its own link. This form of advertising works especially well for e-commerce stores, or if you’d like to promote several different offers for your business as it gives people a chance to see an array of your products.  

Dynamic Product Ads


These type of ads involve re-targeting people who have previously checked out your business. An example of this Facebook ad would be targeting a person who has been to your website before but hasn’t made an action yet, such as completing a form, signing up for your newsletter, buying a product, etc. You need to install Facebook Pixel to use this form of advertising.

Facebook Lead Ads


This type of ad is designed to help you get, you guessed it, more leads. What’s great about Facebook Lead Ads is it can get people to complete a call-to-action (sign up for an offer or download a piece of content) all without having to leave the Facebook app or website. Lead Ads gives you access to information about your leads. Once you have someone’s information, you can then sync them into your CRM system (customer relationship management system). This will allow you to follow up with them.  

Canvas Ads   


Canvas Ads are only available on mobile devices. With Canvas Ad, your target audience can swipe through a carousel of images, tilt the image in different directions, and zoom in or zoom out of the images. Canvas Ads load 10 times faster than standard mobile web applications. This is a great ad to use if yours is a product-based business or a visual business like a marketing agency or a lifestyle brand.

Collection Ads


This ad is only available for mobile devices and allows you to showcase multiple products that are being sold on your website. Collection Ads have become quite popular because more and more people are browsing Facebook through their mobile devices and it offers a seamless browsing experience.

Page Like Ads


Page Like Ads are the go-to ads for increasing the number of likes on your Facebook page. You may have seen a page like ad before. It’s an ad that shows pages your friends have liked. The ad encourages users to check out the page.

Page Post Photo Ads


This is another ad that can drive up likes and engagement on your Facebook Page. It’s your chance to give Facebook users information about you. According to Facebook, page post photo ads are a chance to “share updates and stories, connect with your followers and a new audience, and build your brand and customer base.”

Page Post Text Ads


This ad is the worst type of ad as it’s just text. As a result, it doesn’t get much engagement, likes, or leads. It underperforms because it doesn’t have much of an engaging element to it like a photo, video, or link based ad.

Mobile App Ad

If you have a mobile app and would like to grow it, Mobile App Ad is the type of ad to use. It gives people the opportunity to install your app from Facebook. You can get really specific with targeting. You can choose which iOS/Android version you want the user to have and if you want the target audience to be on a tablet or a smartphone.

Events Ad


This ad helps event organizers attract more visitors/attendees to their upcoming event(s). Depending on the size and/or relevance of your event, you may want to limit the geographical reach of the ad. The ad, after all, is pay-per-click and you wouldn’t want somebody who doesn’t live near the event to click on it and waste your marketing dollars.

Offer Ads


This ad works well for brick and mortar stores when they have any discounts coming up. When a user clicks on the button “Get Offer” next to the ad, they will redeem the offer and receive an email containing the details and terms of use.  

Local Awareness Ad

Local awareness ads work best when it comes to location-based targeting. These ads pop up for users when they are near your business. The call-to-action buttons you can use on this ad can include “Call Now” or “Get Directions.”

Facebook Stories Ad


We announced the newest form of Facebook advertising last month on the blog. Businesses are now able to advertise through Facebook Stories. Facebook Stories are photos or videos that users can click past, similar to slides on a presentation. Your story can have stickers, text, and filters. In an article earlier this year from TechCrunch, they shared Stories are about to surpass feed sharing.

Interested in setting up a Facebook Ad for your business? Contact Sperling Interactive today. We’d love to help you determine which ad to run and how to select a target audience.

2018 Digital Marketing Trends

 

 

 

 

 

 

With 2018 right around the corner, it’s time to start thinking how you’re going to market your business or nonprofit in the new year. To give you a breather after the crazy Christmas season, we have four digital marketing trends we expect to explode next year.

Personalize sales approach. Everyone wants to be remembered and known. Consumers are over marketing strategies that aren’t making them feel reached out to. Marketers will be getting more personal with their target audience in 2018 by addressing them by their names in email blasts (personalized emails have been shown to deliver six times higher transaction rates) and custom landing pages.

A continued rise in LinkedIn. This year many are calling it the silent rise of LinkedIn. This platform is not longer the place where you just upload your resume and look for jobs. Pulse and LinkedIn Video are changing the way professionals and businesses interact. LinkedIn currently has 500 million members with two people joining every second. If yours is a B2B, LinkedIn is an excellent place to post ads.

An increased use in Instagram stories and live videos. 800 million people use Instagram each month. Instagram introduced Instagram Stories last year and it has gone on to surpass Snapchat. With that, it is predicted that Instagram Stories and live videos will increase in 2018. Not everyone sees your page every day, but if you post regularly on Instagram stories, people will get to see a few seconds of your company.

More video content. The current statistics for video content is all you need in order to know it’s about to shoot up. Right now, 87% of online marketers create video content. Video content is projected to claim more than 80% of all web traffic by 2019.

If you still need help setting your 2018 marketing goals, Sperling Interactive will be hosting “Creating A Successful Marketing Strategy For The New Year” on January 17, 2018 from 8:00 am to 10:00 am. Register here!

How To Create A Landing Page That Converts

Landing pages are separate entities from your website. A landing page is the page a person lands on after clicking on an online marketing call-to-action (e.g. search ads, display ads, email campaigns). An effective landing page is important as ads are only as good as their landing pages.

Ask yourself, what is the purpose of this ad and landing page? Landing pages can have multiple purposes. They can be used to sell a product or service, make an announcement, offer a discount, get people to join your email list, and educate visitors on your company and expertise. Before you begin creating your landing page, though, ask yourself who is my target audience and what do they need to know?

Write a catchy headline. According to research, 8 in 10 people will read a headline and only 2 out of the 10 will read the rest. With that said, it’s always a good idea to take your time when coming up with the headline as it’s the first impression you make. When drafting the headline, keep in mind the focus of your purpose and any specifications your target audience may need to know.

Include eye-catching visuals. Research has also shown that 40% of people respond better to visual information than to text. Visuals for your landing pages are not limited to photographs. They can include videos and infographics.

Be mindful. You need to be strategic with your layout. Your landing page should have a logical progression. Start with a headline and maybe include a subheadline, a secondary headline that can be used to elaborate on the primary headline, if needed. Follow that by conveying what is being offered. You’ll also want to add a call to action button, but remember to only have one call to action per landing page so as not to bombard people. Other features you could use are testimonials and any facts you have that prove you’re a trusted brand.