Obsessed with new clients? Maybe you should focus on the ones you have

Obsessed with new clients? Maybe you should focus on the ones you have

With the modern markets evolving, blending, and expanding rapidly, there is a relentless push for businesses to discover and capture new customer demographics. However, is this really the best digital marketing tactic to take your company to the next level? While seeking new target customers is a solid approach to achieving significant business growth, there are myriad reasons it is imperative for a company to focus on its existing customer base.

Common Mistakes Associated with Obsession with New Customers

In a world of cutthroat competition, paying more attention to the search of new customers at the expense of nurturing the existing ones is like fetching water with a perforated container. The problem is that the cost of acquiring new customers is much higher than the cost of retaining the existing ones. Thus, by reaching for new customers instead of caring for the existing ones, business organizations make the following common mistakes:

  • They spend more on less profitable customers.
  • They easily lose their existing customers to competitors.
  • They miss the opportunity of building a clientele that is completely loyal to their respective brands.

Do Not Forget Your Existing Customer

Clearly, pursuing new customers without paying adequate attention to retention rate can be a costly affair. Below is a rundown of some benefits of placing your existing customers at the center of your digital marketing strategy.

1. Efficiency

A study published in the Harvard Business Review shows that increasing customer retention by 5% can increase a company’s profitability by up to 95%. Furthermore, the cost of attracting a new customer is five times higher than the cost of keeping an existing one. Thus, an organization can save a considerable amount of resources and enhance its profitability by investing in customer relationship marketing (CRM) as opposed to banking on new customers.

2. Satisfied Customers will Market your products on Your Behalf

As a popular saying goes, “a satisfied customer is the best advertisement.” When it comes to online business, building trust can be a daunting task. To get the job done, you should focus on ensuring that the customers you are already serving are 100% satisfied. In the digital world, a negative review can deal a major blow on your reputation. On the other hand, satisfied customers will give your positive reviews and bring you more customers through referrals. Thus, in addition to maintaining a stable income from the existing customers, CRM can also help you acquire new customers at the minimum cost possible.

3. Reputation

Focusing on the existing customers can help an organization to build a solid reputation within a given niche. On the other hand, focusing on new customers at the expense of the existing ones may render an organization’s resources necessary to cater for many different groups inadequate. This can be detrimental to a business especially if the existing customers have higher expectations in terms of customized content and messaging.

How to Care for Customers in the Digital World

For years, small businesses have excelled at customer service with their community ties, personal touch, and attention to details. However, it is becoming harder for them to stand out as bigger businesses make huge investments in digital communication channels such as live chats, messaging, and social media. All in all, any organization, big or small, can do the following to take care of their clients in the digital world to keep them engaged and coming back:

  • Be available all the time. Modern customers like to be heard when they want. Thus, organizations should have a customer service that is available 24/7 on as many digital platforms as possible.
  • Use customized content. Customers want to feel valued by businesses. Thus, they are not interested in the generic digital content. They want content that is addressed specifically to them to address their unique problems.
  • Make customer interactions personal and emotional. When customers contact organizations, they want to be sure that they are talking to humans. Nothing is more annoying than sending a message to an organization only to get an auto-generated response. To keep customers engaged and coming back, it is important to have a way of listening to them in person and even developing meaningful relationships with them.

The Takeaway

Overall, it is apparent that, in the digital world, customer retention is important for business growth. Besides, it is clear that investing in the search for new customers at the expense of keeping the existing ones is inefficient. Thus, inasmuch as working to attract new customers is a great business expansion strategy, focusing on the existing customers can become more advantageous.

A/B and multivariate testing — is there such a thing as too much testing?

A/B and multivariate testing — is there such a thing as too much testing?

Is your website doing the best possible job it can at converting visitors into customers? To answer this question, you need to run some tests. Understanding how to do A/B and multivariate testing can help you optimise your site — Because it’s really not possible to do too much testing.

What is A/B Testing? And What About Multivariate Testing?

In A/B testing, you create two versions of one page of your website, then compare the traffic and conversions that each version attracts. As you track the responses to and interactions with the two versions, you can determine which elements are working best.

You can run A/B testing (also known as split testing) with any element on your page: The size of a button. The colour of the same button. A landing page headline. The wording of a call to action.

Multivariate testing lets you test more than one element change at a time. You might create four versions of a page, each with a different colour or size chosen for the “Buy” button. Gathering data on users’ reactions lets you know which choice is more effective.

What Can You Learn From A/B and Multivariate Testing?

A/B and multivariate testing are both extremely valuable tools that provide you with different kinds of answers about your website. Use A/B testing to test more drastic changes to your site. Because analytics are more direct with A/B testing, you can get results quickly, letting you stay nimble as you make changes to draw in and convert more users.

Multivariate testing is a great choice when you’re testing the effect of small changes to a page. Since analysis is more complex, it can take more time. Because of this, many analysts prefer to start with A/B testing to make big decisions quickly, then hone and refine smaller choices with multivariate testing.

The Benefits of A/B and Multivariate Testing

The most obvious benefit of testing, whether of the A/B or multivariate variety, is that you get data you can use to keep optimising your site and pulling in new customers. By doing this, you keep your brand competitive in a world in which everyone else is running every possible test to optimise their sites.

But testing has many other less obvious benefits. When you keep running tests, you can experiment with ideas that might get stopped at the whiteboard stage. Some of those ideas may turn out to be gold mines — and you’ll know which ones are (and which ones to drop) right away.

Testing also benefits your work force because it creates a truly level playing field. When a senior exec suggests an idea, it doesn’t have to become an immutable reality automatically if you’ve established a culture of testing in your company. You simply add that idea to the list to be tested. As a result, every employee gets a motivation boost and realises that their ideas stand a chance to be recognised and to contribute to the growth of your brand — and your bottom line.


Are you ready to build your own landing pages and start improving results? Drop us a line if you have any doubts or if you need help.

And if you are interested in more content about digital marketing, SEO or SEM, just check our blog – we update it weekly!



Your landing page – the most important thing?

Your landing page – the most important thing?

landing page

Do you have a website? And do you advertise online? Then you should use landing pages. If you’re not using this tool already, keep reading and learn what you are missing.

A landing page is a specific page where a visitor will land after clicking on a link, a banner or any other marketing device. It’s “specific” because it should be dedicated to a specific marketing campaign and be able to work on its own. It is NOT a page on your website and it’s only accessible through an exclusive call-to-action. This is because your website has broader goals than a landing page, which should have only one goal – to convert.

The uses of a landing page

There are usually two types of landing pages: Lead generation pages and click-through pages. The first are designed to generate a crucial piece of information – a potential client’s contact information. This is generally achieved by offering something in return, like ebooks, newsletters, document templates, or additional information about what you are selling. The second type should be a “gateway” page that informs a user about your product or service, preparing them for a purchase further down the line.

How a landing page can help your business

Gather leads: landing pages capture much more leads than sending visitors to your website’s homepage. By offering a tailored message for each campaign (and even for each target audience), you will see an increase in lead generation.

Drive traffic: a landing page can be a great way of attracting people into your business. Use it to inform, to promote and to instill curiosity or need. Then drive them down your marketing funnel until they convert!

Learn about your audience: with a landing page, you can collect more information than just an e-mail address or phone number. You can collect demographic information that can help with the conversion further ahead. You can also understand if previous visitors are coming back and which type of content they like, allowing to constantly improve your offer.

Increase your array of marketing resources: content is still king, so your landing pages should be used as pieces of content that can help you with your content strategy. Besides improving the SEO of your business, they can be shared in social media or as part of email campaigns.

Know your marketing: by analysing data gathered from landing pages, you can measure performance, user behaviour and conversion rates for different products or services. Can you imagine what you can do with all this information?

What to keep in mind

Form: The form is a key element on your landing page, because its completion is the ultimate goal. Is is also the hardest to achieve. No one wants to spend time inserting information, so make it as easy and practical as possible.

Headline: A captivating headline is fundamental to grab attention from the first moment. It should tell the visitors what will happen, in a clear and precise way.

Message: Much like the headline, the text should be short and sweet. Highlight the advantages of your offer and explain what the visitor will get. Include keywords that are relevant, as you would do in any other content. Keep the message on the landing page consistent with the message that brought the visitor, to support what you want to convey and to insure credibility. Otherwise, increased bounce backs and decreased conversions will ensue.

Image: Including a powerful and descriptive image will help the message and enhance the attention of your visitors.

No Navigation: the only action you want is the one that leads to conversion, be that a click on a “buy” button or filling a contact form. Removing any other options, like menus and other links, will help you to achieve that goal.

Segmentation: Be as specific as you can be with your landing pages. Create as many landing pages as you need, with multiple combinations of product, target audience, content, etc. This way you will be able to find out which ones perform better and do the necessary A/B Testing.


Are you ready to build your own landing pages and start improving results? Drop us a line if you have any doubts or if you need help.

And if you are interested in more content about digital marketing, SEO or SEM, just check our blog – we update it weekly!


Micro Storytelling and social media – using FB, Snapchat, Instagram to target Generation XBox

Micro Storytelling and social media – using FB, Snapchat, Instagram to target Generation XBox

Storytelling has evolved, and in order to avoid getting left behind in an increasingly crowded marketplace, brands need to know how to effectively reach their audience with engaging, funny and meaningful content.

One way of achieving this is through micro storytelling, which refers to the use of status updates, short videos, photos and hash tags to convey a brand’s message while taking up the least amount of the audience’s time as possible. This is undoubtedly the best way to get the attention of “Generation Xbox”; white papers, long blog posts, and in-depth videos are a thing of the past, with consumers now preferring their content to be delivered in these easily digestible formats.

The best thing about micro-content is that you don’t need to be a professional writer or spend hours of your time each week writing a blog to utilise it effectively. The reality is that in less than 15 minutes a day it is possible to create effective content that manages to attract relevant inbound leads for your company.

The art of micro storytelling

So how exactly do you go about creating an effective micro storytelling strategy across your business’s social media accounts?

As we know, most of the world now regularly accesses the internet via mobile devices, and as such micro storytelling should be an important part of any business’s communication with potential customers, particularly in terms of social media where users want to ‘read and run’. Expecting potential customers to wade through a huge amount of text on a mobile device is impractical, and let’s face it, the majority simply won’t do it! The trend of short messages delivered through Twitter, as well as visual messages of the type that are popular on platforms such as Facebook, Instagram, and Snapchat, is what the modern consumer requires. That means this needs to be a fundamental aspect of any business’s marketing strategy.

Experts have predicted that in only a few years from now, approximately 60-80% of all web traffic will come from mobile platforms, so becoming comfortable with this type of social media now means that your business won’t have to make a tricky transition when trends change.

Make it count

Just because micro storytelling focuses on ‘micro’, don’t make the mistake of thinking you can dash off a short piece of content and the sales will start rolling in.

In some ways, the shorter the content, the more thought has to go into it; but once you get accustomed to writing micro-content, you’ll be able to create compelling, high-quality and relevant stories that pack a real punch. When you’re using micro-storytelling in your marketing strategy, there are three main factors to keep in mind.

Targeted content – always have your ideal customer at the forefront of your mind and target your message to them. What are the problems they’re facing, and what type of message do they want to see?

Helpful content – whether it’s a sales message or not, as with any type of marketing, you need to be offering value to your prospects. This can be even harder with shorter content, but tips, quotes, and curated content all fall into this category.

Don’t forget your call to action – no matter how short your message, never miss out on an opportunity to include a CTA!

It’s apparent that companies that want to keep their brand at the forefront of customer’s minds should implement micro storytelling as a part of their overall marketing strategy. It is an effective and powerful way of combating the short attention spans that seems to have become a normality within society, so make the most of it to attract even more customers.

Are you ready to tell stories for the new generations? Drop us a line if you have any doubts or if you need help.

And if you are interested in more content about digital marketing, SEO or SEM, just check our blog – we update it weekly!

How to Find Backlinking Opportunities

How to Find Backlinking Opportunities

Backlinking: What Is It and Why Is It So Important?

A backlink is an incoming link to a web page. Historically, the number of backlinks a web page had was typically the determining factor in where a web page was ranked in search engines results. Some methods used to increase backlinking are more profitable than others. Take a look at some do’s and don’ts to consider when increasing your site traffic using backlinks.

How to Build a Library of High-quality Backlinks

When you have many backlinks, your site receives an increasing amount of organic traffic and receives higher rankings in search engine results, which in turn drives more traffic to your web page. So how exactly do you increase your number of backlinks? Take a look at these tips:

Leave do-follow comments on blogs – A do-follow link is a regular hyperlink that allows all search engines to reach your web page. Don’t spam your link on a range of blogs, as you may irk the blog owners. Instead, carefully select where to post your links to enjoy better search engine visibility.

Guest blogging opportunities are a great way to gain backlinks – Being featured in blogs that are relevant to your industry encourages people to look up to you as an expert. Another advantage is the ability to target referral traffic to your web page.

You can also increase the number of backlinks to your web page via the broken-link building method – This straightforward technique involves using a search engine to find websites in your niche area. Do this by searching for your keyword plus the word “links” or “resources” to receive a list of web pages. A variety of plug-ins for your browser lets you quickly search these pages and find any broken links. Next, contact the webmaster, sending a short introductory message indicating the broken links you’ve found and suggesting that the broken links be replaced with links to your website. Since you’re helping them out with a bit of housekeeping, they’re likely to return the favor and provide you with a valuable backlink.

Things to Avoid When Sourcing Backlinks

There are a few caveats when establishing backlinks. Take a look at these options to avoid:

Buying backlinks can be tremendously risky – Web pages engaging in the practice are often penalized, losing their place in the rankings for six months or more. Some websites that try buying backlinks reap catastrophic results and some fail ever to recover from it.

Also abstain from using web directories, as many of them are illegal – By using them, you also run the risk of your web page appearing as spam, which may lead to your web page being blacklisted by search engines.

Backlinking is an important part of any SEO campaign. However, making unwise decisions about how to establish and source backlinks can have severe consequences on your site’s reputation, its ranking on various search engines, and the growth of your site. Once your network of successful backlinks starts to grow, however, you’re likely to see the benefits of your carefully planned strategy.

Are you getting backlinks already? Drop us a line if you have any doubts or if you need help.

And if you are interested in more content about digital marketing, SEO or SEM, just check our blog – we update it weekly!

Content Marketing Strategy: How to create your own success formula

Content Marketing Strategy: How to create your own success formula

The main difference between having a content marketing strategy in place and simply producing and releasing content is that one of these options allows you to determine the business value of your content. Can you guess which one it is?

Content marketing should be a strategic approach that provides your company with valuable and relevant tools to attract and keep your target audiences engaged. If everything is done properly, this will drive users down your marketing funnel and will increase the probability of converting them and keeping them loyal.

If you don’t have a clearly defined strategy, you’re not doing content marketing right.

Why should you do content marketing?

The ultimate goal of content marketing might be selling, but that is not its core function. The content you release to the world has the power to:

Establish you or your company as an expert and an opinion leader – publishing relevant, innovative and reliable information which will give you or your brand an authoritative position.

Build and increase brand awareness – people will start seeing your content. If they like it, they will talk about it.

Increase traffic and conversions – with great content comes great business. Your content will attract users to your website, where you can then turn them into customers.

Feed other tools in your marketing mix – the content you create can help the flow of information in your social media profiles, improve your SEO and connect with other experts.

Deliver insights about your audience – one of the things you can measure with a good content marketing strategy is the preferences of your visitors and clients. This will help you deliver what they want and how they want it.

If you think about it, content is everywhere, including in all (or most) parts of your marketing. This is why your content marketing strategy should take a ubiquitous and major role in your marketing mix, and not be treated as a separate tool.

Why should you have a content marketing strategy?

A strategy allows you to have clear and defined goals (that you can measure), reach the best possible audience, and control the whole process, from content creation to measurement.

Without it, it will be harder to keep focus on your long-term plans and to keep track of your progress. A documented strategy will help you understand where you are going and what you need to do to get there. Remember that content marketing is a long-term process and one that demands consistency, regular fine-tuning and a long-term view.

What should you include in your content marketing strategy?

The content strategy should be adapted to the specific needs and characteristics of your business, but there are some points that absolutely need to be covered:

1. Clear goals

What do you want to achieve? What are you aiming for? For some, the main goal might be increase inbound traffic to the website; for others, maybe the goal is to create engagement with followers. Whichever your goals are, to assess the success of a marketing strategy, you need to have defined and measurable goals, as well as a defined time frame, e.g. “I want to get 200 inbound leads via our website in 2018”.

Try to be reasonable and realistic – if you aim too high or too wide, you can have trouble focusing the strategy and end up diluting the power of your content.


2. Your audience

It is paramount to have a precise knowledge of your audience, which are ultimately your potential customers. Perhaps you think that everyone should read your content and buy your products, but that won’t happen. Define a buyer persona, a representation of your customers – what they do, where they live, how old they are, if they have dogs, etc. All the information you have can be useful.

Since you want to convert these people into buyers, followers or clients, you should give them what they  want. Create content for them and for the moment they are in your marketing funnel. Otherwise, your conversion rates will drop and the whole strategy will be in peril.


3. Content

Consistency, relevance and value. The Holy Trinity of content strategy.

Content marketing is done long-term, and this is why you need consistency and regular publishing. Create a content calendar and follow it, otherwise you will be either forgotten or seen as sloppy. But avoid the mistake of publishing low quality content just for the sake of delivering. Quality is what will make you stand out among the ocean of content out there.

Be always relevant. Give your audience what they want, when and where they are looking for it. Don’t talk about summer trends when it’s already august. Always try to put yourself in your reader’s feet – Will they like it? Will they find it interesting and useful?

And of course, don’t use this content for self-promotion.

Offer value: give out a solution to a problem or teach something new. If visitors find real value in what you have to say, they will probably come back, or even better, they might link to your article or blog and share it in social media, thus amplifying the reach and exposure of your content.

There are several formats that you can use, including blog posts, infographics, etc., so choose accordingly to the needs of your readers and to the content itself. And make sure that search engine optimization is done when you publish something. After all, you want your content to be found, don’t you?


4. Communication channels

You might feel the temptation of going all-in and spread your content everywhere. Fight that temptation. Publishing and promoting your content on every platform will increase the chance of being seen, but that is not enough. You need to deliver your content directly to your audience, your potential clients or visitors, so find out where they are and then place your bet. For example, if your audience is mostly on YouTube, why should you pay for promotion on a newspaper?

You can try a mix of channels to increase your reach and maybe find new audiences, and then start to discard the ones that don’t work. This way you can tune your strategy and improve it.


5. Measurement

Measurement is one of the most important parts of a strategy. Why? If you don’t measure what is happening, you can’t know if it’s working! Once you have your goals established, define how you will measure each of them and set up the systems needed. You can measure the number of visits, the time they spend on page, the bounce back rate, the number of leads, sales… there are many possibilities. Choose which ones matter to your business and start measuring from the beginning. This is how you will be able to control your results and adjust the strategy along the way.

Once you begin to understand what works and what doesn’t, you will be able to improve the results by removing irrelevant content or by changing the way you distribute it. The other big advantage of measurement is the capability of translating your results into business value and ROI – something invaluable to CEOs and other executives.


Having a content marketing strategy will also facilitate the management and overview of the whole content creation, publication and promotion process. Describe who does what, when and how, and you will be closer than ever to having a great content marketing strategy that can take your company to a new level.


Are you ready to create the perfect strategy for your business? Drop us a line if you have any doubts or if you need help.

And if you are interested in more content about digital marketing, SEO or SEM, just check our blog – we update it weekly!


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