Paid Ads: 7 Key Metrics to Track for a Successful Strategy

Tracking metrics for a successful strategy is just as important as tracking your steps. Tracking our steps and eating healthier to get fit means we are looking after our body. Just like our body, we need to track metrics in our business to make sure it has a healthy input of money and output of quality content. They say success is subjective but if you don’t track any metrics, how do you know if your business is booming? Nobody likes to waste money so in this months blog, we are highlighting the top 7 metrics to track for a successful paid ads strategy. We got you covered!

The Importance of Tracking Metrics

Let’s break down why tracking metrics is important for your business.

Posting content is crucial for your business because it gets your product or service in front of your ideal customer.

Without content, it makes it hard for people to find your business and buy your products or services. But posting a piece of content once a week isn’t enough to understand if the content resonates with your audience.

The amount of content produced across platforms such as TikTok and Instagram can make it feel like you’re posting into the void. We know the feeling, don’t worry. 

Understanding your metrics is crucial to understand your customers’ pain points, how they interact with your content, and whether it’s bringing you in sales.

Posting content that goes viral is great but how many times does this type of content convert? Not often. 

It gets eyes on your content and your business but the percentage of people who come from a viral video aren’t your ideal customer.

Having a large following is a boost for vanity metrics but that doesn’t pay the bills. 

At GoViral, we are proud of our marketing strategies because we combine inbound marketing with targeted PPC campaigns to get the best visibility for our clients.

Adding PPC campaigns into your strategy is a cost effective way to target your ideal audience but in a less spammy way.

The cost? The only time you pay is when someone clicks on your ad.

Integrating these two methods ensures our clients get their content in front of the right people and guide them along the customer journey. 

PPC campaigns achieve amazing results for your business but tracking key metrics is vital for ensuring every click is worth the cents.

Setting up a PPC campaign needs to be well thought out and adjusted if you’re not achieving the results you want.

First things first, goal setting. What’s the purpose for the PPC campaign?

Setting Goals for Success

To achieve anything worthwhile in life, you need to set goals so you have something to work towards.

Outlining the process of how you are going to achieve that goal makes the process simpler and smoother to achieve.

If you don’t have an end goal in sight, you are just going through the motions and the end never ends.

Let’s not do that, especially with a PPC campaign. 

Whether its new customers, driving traffic or increasing sales, PPC campaigns are the most effective way to get your products or services in front of them. 

Start off defining your goal by using the SMART method (specific, measurable, achievable, realistic and time-related) to break it down into simple steps. 

For example, if you’re a B2B company and want to generate leads, you can run PPC campaigns to get customers onto your landing page using targeted keywords related to the problems your software solves. 

You can then offer a free trial or demo of their product.

Here they can capture emails and create an emailing list for new product releases or events in the future. 

You need to A/B test ad variations to see which ad performs best, adjust the bid depending on how well it’s doing and be ready to refine the campaign if it isn’t achieving the results you want.

Everything in marketing is about testing until you find the “stickiness”. 

 

Think of it like shopping for the best outfit. 

 

You spot two dresses that are in the shade blue but one is slightly lighter. 

You decide to try them on to see which one suits you better.

In the changing room, you try on each dress and notice the lighter blue makes you look pale, draining you of colour. 

The darker blue makes you look more vibrant and bronzed.

You decide to go with the darker blue because it makes you look and feel better. 

Like choosing the best outfit that makes you look and feel good, people are more inclined to click on an ad and convert if it makes them feel like you understand their problem and can provide a solution. 

If people are clicking into your ad and not converting on your landing page, something is wrong with the copy or your audience targeting isn’t right.

Get clear on WHO you’re speaking to, what you can do for them and target the right audience who are likely to convert.

GoViral’s Success Strategy

At GoViral, we see the importance of PPC campaigns and the amazing results it has achieved for our clients.

Our client, Jabra, attended GITEX Africa last year and needed our help in creating a campaign before, during, and after for GITEX Africa this year.

We discussed their goals for the PPC campaign and what they’d like to achieve.

Last year, their PPC campaign achieved 44 sales qualified leads and 4 marketing qualified leads. 

With our expertise and knowledge of getting the best results from PPC campaigns, we exceeded last year’s results, achieving 99 sales qualified leads and 24 marketing qualified leads.

When done right, PPC campaigns are powerful for your overall business objectives. 

 

Let’s dive into the top 7 key metrics we focus on to achieve these results.

The 7 key metrics 

1. Impressions 

This is how many people have seen your ad while browsing the internet. Impressions give you an indication of whether your keyword targeting is correct, if your bidding is too high or low and if your copy is resonating. 

Main reasons for low impressions are incorrect keyword targeting, poor ad copy or boring creatives. 

Your bid might be too low for it to compete with other ads that are bidding for the top.

This can be a struggle for smaller businesses but investing in keyword research, targeting the right audience and have copy that speaks directly to the customer can increase your impressions.

 

2. Clicks or CTR (Click-Through-Rate) 

CTR is an important metric to analyze because it helps when optimizing your budget.

Ads with a high CTR cost less per click which reduces spending large amounts of money on PPC campaigns. 

A/B testing ad variations and copy can single out cost-effective keywords and highlight what ad is resonating most with your ideal customer.

Once you notice what ad variation is resonating most, the budget can be adjusted accordingly and help push your ad. 

To understand how much each click costs, divide the total number of clicks by the total number of impressions and multiply by 100%.

Think of the last time you clicked on an ad.

What was it about the ad that made you click? 

 

3. CPC (Cost-Per-Click)

In an ideal situation, your CTR should be high and your CPC low.

This shows that your ideal customers are resonating with your ad and are clicking through to learn more about your business.

CPC focuses on optimizing your bidding strategy for PPC campaigns where you can identify keywords or ad placements that are driving clicks.

If a specific keyword is gaining more traction, you can adjust your bidding to be higher on that word and lower bids for others. 

If you have a high CPC, your ad could be targeting the wrong people.

Make sure your copy and creative is clear about who its targeting or you’ll end up with a hefty bill and no sales. 

To find out what your CPC is, divide your total ad spend for a specific day or campaign by the total number of clicks your ad receives during that period. 

 

4. CPA (Cost per Acquisition or Paying Customer) 

CPA relates to how much it costs to acquire a paying customer in terms of clicks. 

The only metric you want to be high is your click through rate.

If your CPA is high, like CPC, your audience targeting could be incorrect as its shown to those who are unlikely to convert.

Understanding your audience and segmenting them correctly will give you a much higher return on investment and less headaches. 

Find out how much it costs to acquire a paying customer by dividing the total ad spend within a specific timeframe by the number of conversions people carried out after your ad or campaign. 

 

5. Conversion Rate 

A huge indicator of whether people are carrying out the desired action is your conversion rate.

This looks different for every business. If you have a newsletter, a conversion could be a subscribe, if you have an E-book on the best ways to convert audiences into customers, this could be a download.

It doesn’t necessarily mean a sale. 

Low conversion rate means there’s friction somewhere along the customers journey.

Something is making them leave your landing page or worse, not even clicking into your ad. 

Understanding how a person interacts with your content will indicate what needs to be improved.

Maybe your call to action isn’t clear or your layout of your website is confusing.

Your website needs to be clear and straightforward so that you’re guiding the customer with ease through the journey. 

To understand what your conversion rate is divide the number of conversions by the total number of visitors to your website and multiply by 100. 

For example, 1,000 people visit your website a month and 50 people convert – (50 conversions/1000 visitors) x 100% = 5%.

 

6. ROAS (Return On Ad Spend)

This helps us measure the actual revenue generated for every euro you spend on your advertising campaigns. So think of your CTR, CPC, and CPA.

The ONLY metric we want high is your CTR. If your CPC and CPA are high also, your ROAS is going to be low indicating your campaign isn’t profitable.  

The aim of your campaign is to earn more revenue from your ads then the amount you’re investing in them.

If you have a set budget, ROAS is extremely important to ensure you’re making every euro count. 

Divide the total revenue generated from the ads by the total ad spend to figure out what the ROAS is for your campaign. 

 

7. Quality Score 

Your quality score is based on how relevant your content is according to Google Ads.

This rating can make or break how well your ad will do because it considers whether it will resonate with your ideal customers, whether the keywords match and if your landing page answers what the customer is looking for.

Your quality score is important when looking at your CTR. If your quality score is low, expect a higher CTR.  

A note from our PPC Specialist

As a passionate PPC specialist, I believe in the power of a well-executed Google Ads campaign, here are a few tips to help you on your path to PPC success!

Start by setting clear objectives that align with your business goals – whether it’s driving traffic, generating leads, or boosting sales, know what your goals are.

Make sure you conduct thorough keyword research using tools like Google Keyword Planner and aim for a mix of broad, exact, and long-tail keywords to capture both wide and specific search intents.

Write ad copy that’s not just clear and concise, but also engaging.

Highlight your unique selling points (USPs) and don’t forget to include strong calls to action that make users want to click.

When users click on your ad, your landing page should be fast, mobile-friendly, and easy to navigate, ensuring a seamless experience for visitors.

Don’t overlook ad extensions!

Use sitelinks, callouts, and structured snippets to pack more information into your ads and boost their visibility.

Conversion tracking should be a top priority, set it up to see which keywords and ads are performing best, and use this data to fine-tune your strategy and get the most out of your investment.

Monitor your bids and adjust them regularly to make the most of your ad spend.

Automated bidding strategies like target CPA or ROAS can help optimize for your campaign goals.

Continuously A/B test different ad copies, headlines, and landing pages to find the most effective combinations and keep improving. 

Remarketing is your friend!

Re-engage visitors who’ve interacted with your site before, and use dynamic remarketing to show them personalized ads featuring products or services they’ve viewed.

Lastly, keep a close eye on your campaign data, regular analysis will help you spot trends, strengths, and areas for improvement, ensuring you’re always moving forward.

Happy Optimizing!

GoViral Conclusion

Understanding the seven key metrics of paid ads can transform your business and get your content in front of the right audience at the right time.

You want the customers’ journey to be smooth from the moment they see your ad to conversion.

At GoViral, we ensure your PPC campaign is tailored to your businesses’ objectives, targets your ideal customers and achieves the results you desire.

Don’t spend time on trying to figure out how paid ads work and lose out on money. Get in contact with us today to start getting a positive return on investment for your campaign. 


Contact GoViral Digital today to learn how our expertise in inbound marketing can develop an effective paid ads strategy, getting your content in front of the right people and achieve measurable results for your campaigns!


The Age of Personalization: Personalization Marketing Gone Wrong.

Hey… you… yes you. We’ve been waiting for you. If you’ve watched the series “You”, you know Joe’s fascination with finding his one true love and goes as far as stalking them to find out everything about them. Much like Joe, businesses gather information and data on their customers to adjust their personalization efforts. However,  too personal, the customer feels creeped out but if too generalized, the customer feels one of many. Don’t be like Joe. We’re going to dive into the mistakes businesses make that give the customer the ick and how to avoid being called out for stalking.. just kidding but businesses need to be mindful of the information they store and what they do with it. Let’s dive into how businesses can be less like Joe and more like a friendly reminder.

Beyond the Algorithm

If you’ve ever received a personalized gift for your birthday, you know that feeling.

It makes you feel special and seen, making you feel warm inside. 

Well, that’s what companies have been trying to do with their products and services making their customers feel heard along the buyer’s journey. 

When personalization is done right, customers engage with the business and show loyalty towards that brand. They’re happy to tell people about you over a cup of coffee or recommend using your products online. The dream outcome for a business. 

The problem is companies often still see customers as a demographic rather than a real person who has interests, beliefs, pain points, wishes, dreams. 

While understanding the demographics of a person like their age and location is beneficial for companies to target their desired audience, this gives a very surface level understanding of who their audience is. 

How can you personalize the content your audience receives if you don’t even know what they want? 

Automation has helped businesses speed up their processes and workflow but if there’s limited data or worse, wrong data about a segment of your audience, your audience will have no problem leaving a one star review. 

The last thing you want is your businesses reputation damaged because you didn’t do enough research into your customer. 

You need to know your audience like the back of your hand. 

Ever wondered what that looks like? 

Let’s dive into…..

Daisy’s Personalized Journey

Meet Daisy. 

Daisy is 27 years old, living in Barcelona, and is a digital marketing freelancer.

Daisy is a typical Apple customer who buys products online because of its quick delivery and discounted prices if she buys a bundle.

Daisy goes for a walk at one “o” clock every day to get some fresh air. 

Sitting in front of the computer for long periods of time hurts her eyes. 

She goes for these walks to feel re-inspired because her concentration levels normally fall in the afternoon. 

Daisy loves listening to Mel Robbin’s podcast to get her creative juices flowing again. 

Daisy puts her earbuds in, presses play but wait, there’s something wrong. 

Nothing is coming out of one of the earbuds. 

Daisy hates when this happens because she likes to block out the noise around her and focus on the podcast.

Frustrated about her earbuds not working, she quickly opens up her phone and types “apple store close to me”.

Daisy is a regular customer at apple who buys online but she doesn’t want to wait a few days to get her new earbuds. 

She notices there’s an apple store about ten minutes away from her. 

Daisy checks to make sure they do in-store pick up. 

The relief she feels when she sees they do.

She clicks into the apple website, logs in, and goes to her previous orders.

As she’s about to repurchase her last pair, Apple sends her a discounted code to thank her for being a loyal customer. 

Directly after purchasing, she receives a thank you email with her order number for pick-up. 

The earbuds are in the store so she grabs her jacket and takes off on the walk.

Arriving at the store, she heads inside to give her order number to the manager. 

After five minutes, Daisy gets her earphones and is excited that she can finally listen to Mel Robbin’s podcast on the way home. 

She’s super happy with her experience that she leaves a review on the Apple website, thanking them for their quick delivery and great customer service. 

Personalisation should be discreet and blend seamlessly into their buying journey. 

Daisy moved down the funnel quickly, from becoming aware of her problem, going directly to conversion because of previous positive experiences with Apple that addressed her needs and desires.

Messaging, targeting and timing matter.

Reeling in the Years of Personalization

Personalization isn’t a completely new concept. 

Remember that fancy hotel you went to for your anniversary, the hotel manager upgrading you to a suite with balloons and chocolate congratulating you. 

The restaurant singing “happy birthday” for your 50th birthday. 

Your local shop knowing your first AND last name, asking “how’s the family?”. 

The only difference is personalization upgraded to the digital world. 

 

Let’s take a look back at where it all began…

 

The year was 2011 and you just received an email that had YOUR name in the email. This email is personalized for YOU! 

In comparison to how everything is personalized now, this seems small but to have an email with your name was major. 

Amazon saw an opportunity and in 2012, they took the first step in personalizing product recommendations, creating a benchmark for other businesses. 

This algorithm had the ability to recommend products to the customer, based on what they were looking for.

Seeing the increase of engagement and the value personalisation had, businesses wanted to do the same for it’s customers. 

In 2018, personalization spread and websites were adapting to customers needs, ensuring the products were shown based on previous purchases. 

If you bought a train ticket to Barcelona, it’s no surprise tourist attractions or hotels in Barcelona would show up, preparing you for your trip. 

Understanding the customer’s journey and thinking “what does the customer need”, NOT “what should we show them”. You wouldn’t show an ad for a trip to Madrid after they’ve bought a train ticket to Barcelona. 

It’s 2024, where are we now?

We now live in the age of “hyper-personalization”, merging behavioural and real-time data to understand how a customer shops, how they browse and so forth to match products or services to their needs and interests.

But are customers happy about businesses collecting and analyzing data? 

Personalized Marketing Gone Right 

A business that understands personalization understands the customer and gives them the experience of being seen and heard, which results in them becoming returning customers. 

Think of a business that gave you that experience. 

They understood EXACTLY what you needed at the right time and overall, it was a positive experience. 

Amazon excels in personalization because customers are happy to share their data in exchange for product recommendations that align with their interests and needs. 

There’s a reason why customers are influenced by influencers and content creators, we trust recommended products that come from real people. 

TikTok took this idea and added TikTok shop to the platform which saw an increase in sales and brand growth. We trust word of mouth and referrals. 

Businesses, be AWARE! 

Word-of-mouth is powerful so if a customer has a bad experience because of your personalisation strategy, be prepared to receive backlash. 

Other businesses that understand personalization are Netflix, sending out content recommendations based on what you watch, having you doom-watching (like doom-scrolling) episode after episode. 

Think of Spotify, especially at Christmas Time. The famous Spotify Wrapped is all over everyone’s stories, showing off what artist or album they listened to the most throughout the year.

Businesses that understand their target audience reap the rewards. 

GoViral to the Rescue

Look, we’ve all been there. Sent the wrong message to a friend. Booked the wrong train. Took the wrong turn. 

Human error. 

But for businesses, it’s crucial to be careful with customers’ data and how you plan to use it. 

If you’re cutting corners on your personalization strategy to save time, expect errors that will cost you more than an unsubscribe. 

Let’s dive into the top three errors we see businesses make and how to avoid your business getting a bad reputation….

 

1. The Infamous Email Error

You have a large campaign where you need to send out emails to your target audience. 

Instead of manually entering everyone’s name, you enter an automation – hi <firstname>, we want to tell you..

But what happens if a person didn’t sign up with their first name?

That person receives the email the same way you sent it – hi <firstname>. 

Oops. 

Always make sure you have a fallback phrase that relates to the email content. 

This makes the customer feel involved and part of a bigger community.

Popular clothing brands will use a fallback phrase like fashionista, travel brands might use adventurer. 

This phrase is still personalized to the audience, avoiding the loss of a subscriber. 

 

2. When content hits too close to home…

Sending irrelevant content can put your customer off but sending too relevant content will trigger a bad response from your customers. 

Campaigns related to health, mortality, or family need to be carefully thought out, ensuring the correct data is up-to-date. 

If you don’t have the correct data to deliver to your target audience accurately, scrap personalized campaigns. 

You want to add value to your customers through your content, not confuse, upset or anger them. 

Giving the customer the option to opt-out of certain occasions such as mothers day and fathers day is a way to show your customers that you value them, creating a stronger relationship. 

 

3. Research Past and Present World Events 

Real world events like natural disasters, political issues or terrorist attacks are also something businesses need to be aware of. 

Automation allows a business to send out campaigns to a large amount of people in a short amount of time but be aware of the variables you enter. 

Like the email error, always make sure different variations of variables are tried and tested before sending out.  

An example would be adidas personalization error where they sent out a targeted message congratulating Boston Marathon Runners for surviving the marathon. 

 

Big mistake.

 

People on social media were quick to remind adidas about the real survivors of the 2013 Boston Marathon Bombing. 

This stresses the importance of researching past and present events and to try out different wording with variables to make sure the campaign goes smoothly.

You can create temporary filters that target insensitive language related to a specific event before the campaign to ensure the correct wording is used. 

We can’t control natural disasters or other such events but we can control our wording so be mindful. 

GoViral Conclusion

We know the importance of personalization but getting it right seems to still be an issue for businesses. Using out-of-date data and miscommunication between teams leads to customers receiving the wrong messages. Every business needs a strong personalization marketing strategy so that the customers feel like the message was just for them. 

At GoViral, we ensure our client’s have an up-to-date CRM and a personalization strategy, turning their target audience into customers. If your personalization marketing strategy is causing more friction than sales, get in touch and GoViral can help create a seamless experience for your customers every step of the way. 


Contact GoViral Digital today to learn how our expertise in inbound marketing can develop an effective personalization strategy that speaks directly to your customers every step of the way!


businesses core value

Authenticity is in, Artificiality is out.

We are back with our monthly GoViral blog and this month, we are delving into the topic surrounding how businesses that are value-driven and have strong brand messaging are maximizing their brand loyalty. People are sick of being sold to and want to feel seen and heard. Most businesses continue to miss the mark, updating people about product features but fail to show the true value and people behind the brand. People buy from people. We share four simple but effective strategies that your business needs to implement if it wants to thrive this year. Let’s get into it!

How businesses are missing the mark

Traditional marketing techniques were straight to the point and created for the masses. There wasn’t a specific target audience they wanted to target, it was for everyone and anyone.

Marketing to the masses has proved costly to businesses and takes up valuable time that can be better spent elsewhere. Businesses that cut costs on marketing are missing out on maximizing their brand loyalty through engaging with their community and having strong brand messaging.

 People are more interested in the people behind the brand than the products.

People crave connection

The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?

With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.

What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.

A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.

The power of storytelling

The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?

With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.

What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.

A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.

How Gen Z’s Values are Shaping the Content Industry

Companies know what products they sell but do they know the values that represent the business? The term “value statement” is used in marketing strategy because of its importance to the all-over success of a business. If you don’t know what your value statement is, start writing one.

One of the most important cohorts that are value-driven are Gen Z.

They are the first generation to grow up with the internet compared to Millennials and Gen X. 

This means they’re more clued in on what’s happening in the world and are more involved in social issues, not afraid to speak up on certain issues especially if it involves a business.

Gen Z’s values are centred around diversity, inclusion, equality, and sustainability. Fast fashion brands have come under fire for unethical labor practices and disregard for the environmental impact it has. They aren’t afraid to boycott a business if they fail to explain their reasoning behind unfavorable conditions. 

Stories captivate customers and build brands

Let’s look at some examples of businesses that have set the bar for having strong brand messaging and clear values.

Take a look at the image below. What’s the first thing that comes to mind?

Nike.

If you guessed correctly, then you know how powerful brand messaging can be. Coupled with their slogan “Just do it”, people KNOW who Nike is and what they stand for.

Collaborating with influential athletes such as Michael B. Jordan and Simone Biles and sharing inspiring and motivational stories of people who just DID it, people resonate with the brand and feel inspired. 

Nike is much more than a shoe company, they are a performance company that makes shoes as a way to inspire and enable people to perform at their very best

Overcoming challenges is a big part of life and people find this concept relatable, therefore, strengthening the relationship between Nike and its customers.

Understanding your audience

Jabra, one of our clients at GoViral, is another great example of having strong brand messaging and clear values. 

Their technology has evolved beyond the workplace to everywhere on the go. Changes in how people work after the pandemic pushed Jabra to adapt to the current situation. With many workplaces changing to remote or hybrid work, Jabra understood the difficulties that you encounter with technology.

Jabra understands exactly who their audience is and speaks directly to them about the problems they face. Not afraid to create something new and experiment with their technology, they are always seeking to improve to better serve their audience.

Now that we have learnt that traditional marketing is dead and how Gen Z are shaping the content industry, let’s dive into strategies to start creating content that will get people to buy. 


1. Craft your story

No business starts with loyal customers or high revenue returns. Every business started from the bottom and made its way to the top. That story is what gets people to buy.

What’s the businesses’ origin story? What values does the business believe in? What struggles did it encounter? What transformation or journey did your product or service bring you on?

2. Connect emotionally to your audience

Don’t tell them about the product. Tell them how it will make them feel. If we take a pair of headphones, no one is going to connect with the product if you tell me it has great sound. Go deeper than that.

Block the whole world out with our noise-canceling headphones to wind down after a stressful day at work… you get the point.

Give them an experience and how they will feel when they buy the product

3. Show, don’t tell.

A business can say its product is amazing but the consumer is in charge of making that decision. If a customer isn’t happy with a product, they aren’t going to shy away from speaking about it on social media. The product or service needs to help fix a problem. A skincare product that gets rid of acne. A pair of shoes with insoles that make you feel like you are walking on clouds. A jacket that feels like your grandparent’s hug.

Let the product speak for itself. Customers won’t have a problem telling everyone about the impact it had on them.

4. Call to action

Customers can resonate with your story and connect to the product but fail to act because they don’t know what the next step is. Be clear on what you want them to do. Whether it is subscribing to your product launch, attending an event, or making a purchase, there needs to be a clear call to action and a reason WHY.

GoViral conclusion

We can all learn something from Nike and Jabra regarding their strong brand messaging and clear values that resonate with their target audience. People don’t want to hear about the next product launch if it isn’t solving a problem for them. Get clear on what your business stands for and show up as that every time your audience sees you online. It’s harder to grab people’s attention but with strong brand messaging, your business will be top of mind for them. Don’t blend in, stand out amongst the crowd.

Contact GoViral Digital today to learn how our expertise in inbound marketing can enhance your brands presence and help tell your brands story.


The Importance of Brand Voice

When it comes to distinguishing your brand, having an appealing visual identity and logo surely helps, but what also matters is your brand voice. In order to make your business stand out from the rest and connect with your target market, establishing a brand voice and using it consistently in your marketing strategy is vital.

There’s a reason why a hip brand catering to young adults might use “cool” slogans, or why luxury cars keep it sleek and professional. Your brand voice helps you to make your brand recognizable and reach the right audience.

Let’s talk about what brand voice is and why it’s a good idea to think it through for your brand. We’ll also cover how to create a unique brand voice that you’ll use throughout your communication channels.

What is Brand Voice?

Just like how a personality makes a person unique, a unique brand voice distinguishes a company from its competitors. Brand voice is defined as a personality that your brand consistently communicates. It reflects your brand’s values and serves as a guide on how and what you say when it comes to your marketing strategy. It also helps you connect to your audience and reach potential new customers.

You can think of your company’s brand voice almost as if it were a person. What personality does your brand voice have? What phrases does your brand use? Imagine that your brand is at a dinner party; how would it speak to the other guests?

Why is it important to establish a brand voice?

There is an overload of noise when it comes to advertising and other online content. Individuals and brands are constantly talking through social channels, so it’s important to stand out. Having nice photos, a unique logo and well-thought-out products are all great ways to strengthen your brand, but what you write needs equal care.

Having a consistent brand voice helps differentiate your company while switching up your voice in each post can quickly lead to an unfollow from your customers.

How can you create a unique brand voice?

1. Start with your brand values and mission statement.

Do you need help creating your brand voice? Look at your brand values to determine your voice and how you communicate with your target audience. Make sure that what you promote and say to your audience also reflects your values and mission statement.

Let’s say that your brand named “Green Sea Turtles” sells bright-colored sustainable cleaning products for Gen Z. You value eco-friendliness, have a modern approach and donate 5% of your yearly income to a charity that saves baby sea turtles. 

How you communicate to your customers and in what style should also reflect your products. You probably won’t be speaking strictly professionally to your Gen Z customers and the advertising could be directed in a fun, light-hearted manner.

2. Identify your buyer persona to target the right audience.

Making a list of potential customers and writing down their personalities, habits and what they might be interested in is a great way to explore your brand voice. 

Knowing that your Gen Z customer for the “Green Sea Turtles” brand is 19 years old, loves to dress in vintage 90s clothing and watches ASMR cleaning videos on TikTok can help you to create your brand voice. Making t-shirts with “God save the sea turtles” slogan and videos promoting your cleaning products showing a Gen Z cleaning her apartment can end with her saying, “Omg so clean, thanks Green Sea Turtles.”

Knowing your buyer persona can also help you to choose the tone of voice that you will use when communicating with your target audience. If you want more tips on how to reach Gen Z customers, read our blog article 5 Tips for Marketing to Gen Z.

3. Keep your brand voice consistent over all social channels. 

This includes being consistent on all your social platforms, email communication and even packaging. Think of your brand like a bundle. It would be weird if you communicate your brand in a casual, fun manner and have extremely formal emails like you’re talking to a corporate audience.

One brand that is a great example of keeping its brand voice consistent is Apple. The brand often leaves the wording simple and to the point and adds an eye-catching image to highlight cutting-edge technology. Even their packaging is simple and enjoyable to open, just like how their products are enjoyable to use.

Apple’s advertisement above for the new “unsend” Imessage feature is almost like a short movie. At the end of a message that was unsent, Apple wrote, “Relax, it’s iPhone.”

How do you know your brand voice is working?

Remember, be yourself. One way you know your brand voice is working is if your customers feel as if your company is directly speaking to them, they feel connected to your brand and they feel like they’re part of the conversation. 

You can also investigate how your customers are engaging with you online to see if your brand voice is working well. Make sure to read our How You Can Use Social Listening to Improve Your Business blog article to track what others are saying about your brand, and if your brand voice is structured correctly.


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How You Can Use Social Listening to Improve Your Business

Building brand awareness and connecting to customers online requires a holistic approach. Practicing social listening is just as important as creating meaningful content. In this blog post, we will introduce you to this topic and give you some tips on how you can get started on improving your brand through social listening.

What is Social Listening?

According to HootSuite, “Social listening is the practice of monitoring social media channels for mentions of your brand, competitor brands, and related keywords.” You can track any mentions online about your brand or business, which can give you insights into how people are reacting. It can also help you to quickly identify a crisis and react accordingly.

Social listening can help you:

  • Understand how your customers feel about your brand/business
  • Figure out what you can improve if there are complaints or other negative comments
  • Find out what competitors’ customers are talking about and discover trending topics
  • Complete all of this in real-time, so you can act fast if needed

Is Social Listening the Same as Social Monitoring?

Social monitoring, or brand monitoring, is when you get notified when your brand or business is mentioned online. This is useful for responding quickly when needed, but it doesn’t give you a whole picture of your brand or the industry you’re focused on.

Social listening is more expansive in that it gives you mentions about not only your brand but also conversations about your competitors, the industry and similar products. This is a more complete picture instead of just snippets related to your brand or business.

Through social listening, you can make better decisions about how to structure your marketing or social media strategy, since you have a clearer picture of all that surrounds your business.

Why You Should Use Social Listening for Your Business

1. Know your audience

By listening to what is being said about your brand or business online, you can better understand what customers want and how you can improve your offering/services. 

2. Respond to crisis 

If something goes terribly wrong in relation to your brand, you want to find out right away and respond quickly.

3. Build customer relationships

Social media can be a great way to talk to current or potential customers, but your goal doesn’t always have to be about selling something. Build relationships and respond to customers instead of just offering a product or service every time. Share useful information that piques interest instead of strictly pushing what you have to offer.

4. Learn more about your competitors

Social listening can keep you in the loop about what your competitors are doing and give you updates about the latest trends in your industry. This can inspire you to create new products or services.

5. Improve your social media strategy

Listening to your customers, competitors and your industry as a whole can help you create tailored content. You’ll be able to learn more about what your customers want and what content seems to resonate with them. Need help creating meaningful content for your customers? Take a look at our Content Strategies for Different Stages of the Buyer Journey article.

Tips on How You Can Start Social Listening

1. Use the right social listening tools

Depending on what you want to track, make sure to use the right tools. There are various social listening apps that can help you monitor your social channels. Make sure to do your research to choose the right one for your needs.

Buffer, Hootsuite, Google Analytics, Facebook Insights and Twitter Analytics are just a few that are worth looking into. 

2. Create a Social Listening Strategy

You should structure your social listening and treat it as a project. Aside from monitoring tags or direct messages, monitor variations of your brand or business name, and the founder or other public figures associated with your brand.

3. Monitor your competitors

And not just the happy customers from your competitors, but keep an eye out for unhappy customers. What are they saying? How can you cater to them? You could find solutions to their problems.

We hope this introduction to social listening was helpful for you and that you can get started using these tips right away. There are so many opportunities to connect to your  existing and potential customers by using social media and the various social listening tools available.


Want to connect with your audience, and get paid for it? Make sure to read more in our article Facebook & Instagram Subscriptions Feature: How to Make the Most of It.


How Not to Annoy Your Customers on the Buyer Journey

At GoViral our marketing work is built on a solid foundation: the buyer journey. Website tools like cookies, pop-ups and widgets can help you meet your buyers where they are, but too many websites today do too much.

Fortunately, there’s a way to stop annoying your customers. Keep the buyer journey front and center when planning your website strategy. This will help you meet your buyers where they are, rather than simply throwing everything and the kitchen sink at them when they walk through the door.

What Is the Buyer Journey?

Simply put, the Buyer Journey is a buyer’s path to purchase. Customers don’t just spontaneously appear. They move through a process of research and consideration before deciding to purchase.

There are five stages to a buyer journey. First comes Awareness that a problem exists. Second, Research to try to solve the problem. Third, Consideration of one or more options. Fourth, Purchase of a product or service that solves the problem. The final stage is Post-Purchase, when a buyer reflects on their purchase and has the potential to become a loyal customer.

To map out the most accurate buyer journey, you’ll need to identify your buyer personas. Head over to our Buyer Persona Guide to learn how. Creating buyer personas can be a helpful reminder that your potential customers are people, not numbers.

Now that we know how to start building our strategy, let’s take a look at the different types of pop-ups you might put on your website.

Make Cookie Notices Compliant and Unintrusive

Let’s talk cookies. Cookies are text files that collect information about website visitors, usually in an attempt to improve the user experience. Most websites that use cookies (hint: if you use Google Analytics, you use cookies) are required to notify visitors and explain how their information is used. In some areas, including Europe, website owners are required to get consent in order to use optional cookies (cookies not necessary for the functioning of your site).

When required, cookie notices must be displayed to every first-time visitor. This means you can’t segment your visitors based on where they are in the buyer journey. You might think first-time visitors are all in the Research phase, but some may have interacted with your brand through a different channel. Some even may have made a purchase already. Perhaps they purchased in person but never visited your website, or perhaps they cleared all the cookies in their browser and are starting from scratch.

The point is, the cookie notice is a pop-up that can’t be reliably mapped to the buyer journey. So instead, focus on 1) fulfilling regulatory requirements and 2) choosing a pop-up that covers as little of the page as possible. Consult your legal team to ensure you’re following regulations, and opt for a banner-style pop-up, preferably placed in the footer. A pop-up that covers your entire page obscures important information and is more likely to annoy your visitors.

Add Help Widgets Only Where Necessary

If you want to install a help widget on your website, consider which pages will attract visitors looking for help. Leave the widget off all other pages. 

Of course, consider your brand. If the entire purpose of your website is to provide live help, and this is clear to visitors, you’re probably an exception to the rule.

Place your help widget at the bottom of the page. Visitors typically read a page top down and left to right. By placing the widget at the bottom, you give your audience a chance to find the information they need first. Only after scanning the page will they reach help, which they can bypass if they no longer need it.

As far as the look of your help widget, make sure it fits your branding without blending into the page. Use contrasting colors to make sure the widget stands out for those who need it, as well as for those who just need to find the close button.

Target Newsletter Pop-Ups to Visitors in the Later Stages of the Buyer Journey

Are you trying to get more subscribers to your newsletter or other regularly published content? Newsletter pop-ups rarely make sense on the homepage of your website. 

Exceptions: maybe your website is a sub-site intended for loyal customers. Or maybe you’re able to display the pop-up only for visitors who have been to your site multiple times (or based on different parameters you set). Some Content Management Systems such as Hubspot allow you to target pop-ups in this way, which you should use to your advantage. 

Many marketers value newsletter sign-ups highly because you are collecting email addresses of people interested in your brand. Considering email marketing is still one of the most effective ways to reach buyers, you should treat the people behind those emails as respected, valuable contacts. Make sure to include a clear Call to Action on your newsletter sign-up, and enough clarifying information that visitors understand what they’re signing up for.

CASE STUDY: PharmaLedger

In February 2021 our client PharmaLedger came to us with a request. A consortium exploring blockchain technology’s application to real-world health care challenges, they like many brands were struggling to gain subscribers to their monthly newsletter.

They didn’t want to annoy their visitors with an intrusive pop-up, but we came up with a solution: a pop-up from the footer that appears only when visitors leave the site.

The chart below shows total newsletter subscribers, with a sharp increase after we made the pop-up live in February 2021.

Use Video Auto-Plays Sparingly

Do you have embedded videos on your website? Unless the primary purpose of your page is to play video, you should probably opt-out of auto-play. 

The key, once again, is to put yourself in the buyer’s shoes. Why are they visiting the page in question? If it’s a landing page only accessible from a link that makes it clear they’re clicking to watch a video, auto-play is a great option! If your page serves different functions for different visitors (like most pages), leave it to the visitor to decide whether to play the video.

Video auto-plays can doubly annoy visitors with images and sound, so tread lightly. Remember, your website may allow you to track click percentages or how many seconds a video is played. This information is impossible to gather if the video auto-plays.


Want expert guidance on leading your customers through the buyer journey? Contact us to request a proposal.


Best Practices for Email Marketing

What is Email Marketing?

Email marketing is still the most effective marketing channel, leaving behind newer marketing channels like social media. 

Data suggests that the number of email users increases every year, making it is a great way to generate more leads for your business and build a community for your brand. This is why email marketing should be the key pillar of your strategy. 

Serving a purpose in the buyer journey, emails can be promotional or informational. You can announce special offers, new products, sales or discounts with a clear call-to-action (CTA) through promotional emails. 

Informational emails are typically company announcements, newsletters, etc. Imagine your company reached a milestone or there are some issues with shipping, the best way to reach your contacts at once is through an email. 

But if you’re confused about where to begin, that’s absolutely normal. We’ve put together a list of best practices for email marketing to spruce up your emails. 

Don’t Buy Contact Lists

Well, the reason behind this is two-fold. First is the GDPR. These regulations restrict marketers to send emails to unsubscribed consumers. 

Secondly, there is no point in sending emails to a person whose contact you bought rather than an interested customer through a previous interaction. You will see the results drop instantly. 

Clean Your Mail List Regularly

Following the previous point, it is equally important to review your subscribers and remove the ones who haven’t engaged with your emails for a long time. We know it could be extremely satisfying to see a huge senders list, but sending out emails to non-engaged users will affect the open rate.

The key is to analyse your campaign quality against your loyal customer base.

Personalise Greetings

How often do you come across an email that reads, “Dear Member”?

Terms like members, subscribers, VIP or others should be for internal use. Using a personalised greeting gets the attention of the reader right away. And you don’t need to write 50 names and send out 50 emails manually anymore. Marketing tools help configure the greeting and automatically send the emails to the names on your list. 

Incentivise the Subject Line

Want to increase your open rates? Include the offer in your subject line. 

Free shipping”, “$25 off on your first purchase” or “Earn referral bonus” are examples of some incentive focussed subject lines that could work wonders. 

Great practice for subject lines is to keep it between 30 to 50 characters. Why? Email services often cut off lengthy subject lines and your readers won’t be able to read it fully without opening it. 

You aren’t writing a story in the subject line; create a sense of urgency for them.

Make your CTA the Hero

If your user has to scroll down to find the main message and CTA of your email, chances are you’ve already lost him. 

Research suggests that 57% of the time is spent on above-the-fold content which is the information that’s visible to readers before they scroll down. To increase your conversion rate, the first thing your recipient should see is the main message and CTA. 

Email Signature and Logo - A Must

41% of marketers said they use email signatures for branding and visibility. 

Even if you are sending an email to all contacts in the database on behalf of your company, it should include a signature of a specific person. The reason for this is to there is a human behind the email. People tend to read emails more when they see it is from a person rather than the marketing team. 

The chances of a customer making a purchase goes up 34% when logos are included. The best way to leverage it is to include your company logo in the email signature.

Build a Cohesive Look

Your webpage should match the emails – headline, copy, and look. Consistency is the key to email marketing. 

The look and feel of your emails shouldn’t be far different from your other assets like the website, landing page, social ads, etc. Not only does it help build your brand visibility, but it also increases trust in your customers. 

Say No to “No-Reply” Emails

What is the point of your email marketing campaign if your customers can’t even interact with you when you send them promotional materials? Personally, I don’t even bother to open emails with the words “no reply” or if the sender’s address is noreply@xyz.com

As previously mentioned, your customers are far more likely to open an email when they see it is from a human being. Marketing tools allow you to set automated emails from a specific email address. Set it to your first name to give your emails a human touch

There you have it! You can use the above practices to add a competitive edge to your email marketing campaigns. 

Marketers today have many channels to promote their business, but the challenge is learning how to prioritise your efforts for the best results. 


Want to prepare an email marketing campaign for your business? Contact us to learn more.


Content Strategies for Different Stages of the Buyer Journey

What is a Buyer Journey?

We usually don’t make purchases on a whim, and instead, there is a whole process of research and consideration before anyone shells out those bucks. So in simple terms, a buyer journey is your buyer’s path to purchase

Buyer Journey gives marketers an insight into the pains and problems experienced by their customers and the influencing factors that push them to make a decision. It allows you to better empathise with the buyer and position your products or services along the process. 

With the aftermath of the pandemic, around 57% of the buyer journey happens without any human interaction even taking place. So how do you engage your buyers without actively interacting with them? 

Content strategy is your answer. It is essential to prepare a content strategy for each stage as it will be easier for you to motivate the buyer to make a purchase when they hit the human interaction part of their journey. 

Let’s dig in a little further to understand better the different stages of a Buyer Journey and the types of content for each stage. 

There are five stages to a Buyer Journey:

Awareness Stage

Example: “I am thirsty.”

This stage is where the buyer realises that they have a problem. They don’t know how to meet or solve the problem yet. Their goal is to alleviate the pain, but this is only an information-gathering step. 

They are looking to get a better idea and give a name to their problem. They are not ready to make any decision. 

Your content strategy should focus on the pain and problems of your buyers and provide them with big-picture industry-focus resources that can help them define their problems. Your best choice is press releases, social media promotions, or advertorial content that leads them to the next stage.

Questions to ask yourself:

  • What is the priority of the challenges for buyers? 
  • How do buyers talk about their goals or challenges?
  • Are there any misconceptions buyers have about addressing their problems? If so, what are they?
  • What are the consequences of buyers’ inaction? 

Research Stage

Example: “Where can I find some drink?”

Once buyers have a little understanding of their problem, they get interested in finding a solution. They start discovering products, brands, and trends. 

The goal of your content plan is to educate and help buyers evaluate buying criteria. Usually, buyers trust videos, webinars, events, or ebooks in the research stage.

Questions to ask yourself:

  • How do buyers educate themselves on these goals and challenges?
  • What are the symptoms that bring their attention to the problem?
  • What will help them identify the problem and push them to your products or services designed to help them?
  • What online or offline sources do they find reliable?

Consideration stage

Example: “The vending machine has water, soda and juice. What should I buy?”

Now that your buyers have clearly defined the problem and are committed to solving it, the next step is to guide them through different approaches or methods available to them. Your content strategy should help them make a decision

While case studies or data sheets can prove helpful in this stage, offering demos or leading them to trusted reviews will motivate buyers to solve their challenges. 

Questions to ask yourself:

  • What are the different categories of solutions available to the buyers?
  • In what way do buyers educate themselves on the various categories?
  • Are there any pros and cons for each category? If so, how do buyers perceive them? 
  • What factors influence the buyers’ decision for the right solution for their needs?

Purchase Stage

Example: “I will buy a soda.”

When your buyers reach this stage, they are ready to make the final decision and has a solid reason for their choice. They have already decided on the solution and evaluated providers. As a marketer, you should focus on learning if they have any objections before making the purchase. 

Your content should not only validate their decision but also make the purchase process easy. You need to cater to their every question and provide the best service to them. This stage could be where your buyer makes his first human contact with your business. 

Your sales approach must highlight a unique selling proposition that provides value and set you apart from the rest. While they are talking to sales, your content strategy offers support to keep their attention. Engage them in live training, demos, user guides or kick-off events

Questions to ask yourself:

  • What do buyers know about your products and services? 
  • What do they like about your products and services compared to your competitors? 
  • Do they have any concerns?
  • Do buyers want to test the products or services before making a purchase? 
  • Do buyers need any additional information, such as user guides or manuals? 

Post-Purchase

Example: “The soda is flat. I should have got water.”

Excellent customer service leads to brand loyalty. In this stage, your buyers expect an exceptional product or service performance and excellent customer service. Play your cards right, and you get a loyal customer base. Who knows, they could turn into an advocate for your brand. After all, word-of-mouth is one of the only forms of marketing that comes from your buyers. 

To keep them coming back, offer loyalty programs, build customer communities (online and offline), send newsletters, or even check in through phone calls. The goal is to make them feel cared for. 

Questions to ask yourself:

  • How are buyers expecting to receive post-purchase support and guidance?
  • What obstacles could buyers face in your products or services?
  • What are buyers’ expectations of your products or services?
  • What actions do buyers need to take to achieve the best result?
  • How do buyers rate your product or service, its value, and their satisfaction?

So there you have it – The buyer Journey and all its stages. 

Before you jump on creating your buyer journey, make sure you know your buyer personas. Be sure to read our article, “The Importance of Buyer Personas“. 

Don’t forget that the primary goal of Buyer Journey is to build a more customer-centric strategy to meet the needs of your target audience. 


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