Growth Marketing

What will be the marketing trends in 2023?

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Marketing trends are always changing, but it’s important to stay on top of them so that you can maintain a successful marketing campaign. The upcoming trends for 2023 will be markedly different from those ten years ago, with many technologies and platforms going from novelties to essentials in the blink of an eye. The following list shows some of the biggest marketing concepts you can expect to see in 2023.

Social Media Automation

Social media automation is the use of software to automate repetitive tasks associated with social media marketing, such as scheduling posts and monitoring conversations. This allows marketers to focus on higher-level tasks and activities.

Automation is increasingly becoming popular in social media marketing, making it easier for businesses to create and distribute content more efficiently. This trend will likely continue in 2023, as businesses seek to maximise their social media presence.

Video Content

Video content is any type of content that uses video as its primary medium of communication. This can include videos used for marketing, entertainment, education, news, or any other purpose.

Video content is growing in popularity as a marketing strategy among businesses, as it allows them to provide their customers with more engaging and entertaining information. In 2023 companies are expected to use video more heavily, employing such techniques as live streaming, short videos, and interactive videos.

AI and Chatbots

Artificial intelligence is a branch of computer science that deals with creating machines and software capable of human-like thinking, action, and learning.

Chatbots are computer programs designed to simulate conversations with human users. They are powered by artificial intelligence, and they can understand and respond to user input in a more natural language.

As the use of artificial intelligence and chatbots becomes more widespread in marketing, businesses are expected to increasingly utilise these technologies as a way to engage with customers and deliver tailored experiences.

Voice Search Optimisation

Voice search optimisation is the process of optimising content for voice-activated search engines, including Google Home and Amazon Alexa, to make it easier for users to find answers to their questions.

Voice search optimisation includes optimising content for specific keywords, improving website speed, and using structured data markup in your website code to make content more discoverable.

As more people use voice-activated devices to search the web, businesses in 2023 will focus on optimising their content for voice search engines in order to ensure that their content is easily found.

Personalised Content

Personalised content is content that is tailored to the specific interests, needs, or preferences of an individual. This could include emails, webpages, ads, and more. Such content is designed to be more engaging and relevant to the user, which can increase conversions and customer satisfaction.

The use of personalised content will become increasingly popular as businesses seek to provide more tailored experiences to their customers in 2023.

Growth Marketing

How to build a successful Landing Page

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- Growth Marketing

Landing pages are crucial for your digital marketing strategy. They help you to provide specific information about your product to specific user segments. If well built, they improve the quality of your marketing campaigns.

The better a Landing page is, the more your visitors will convert.

When you realised a marketing campaign the Landing Page is the specific webpage where you will send your traffic after visitors clicked on your ads or emails’ CTA. It’s where your visitors will find more information about your products or services.

Your Landing Pages have 2 main goals:

➡️ Deliver information to the visitors

➡️ Convert your visitors to customers

There are a few important rules to follow if you want to build an efficient Landing Page. Following these rules will help you to build efficient Landing Pages and convert more customers.

The buyer's journey

In a few words, the buyer journey is all the actions and paths a visitor or lead will make before conversion. Understanding your buyer’s journey will help you to implement the right Marketing and Sales actions to convert the visitor into a customer.

The Buyer’s journey is divided into 3 categories:

The awareness stage: During this stage, the buyer understands he has a problem but cannot fully identify it. He is looking for more information about it to then define actions.

The consideration stage: The buyer move to the consideration stage, when he understands the problem. His understanding of the problem leads him to look for the right solutions. He is not ready to buy. He wants to be more educated on the different solutions.

The decision stage: The buyer now knows the solutions and is ready to buy. In this phase, the buyer will compare the solution to purchase the one that will solve his problem.

Understanding your buyer journey will help you to create an adapted messaging in the right format that you will be able to display to potential customers at the right moment.

Content

You have to keep in mind the landing page is the next step after the visitor click on CTA. This CTA could be in an ad, in an email, or on social media. The Landing page is the continuity of the initial message. It needs to answer the visitor’s questions. But most importantly, this Landing page is there to convert your visitors.

Your CTA or form has to be visible at first sight without needing to scroll. You have a little time to catch visitors’ attention.

Here some landing page’s design best practices:

➡️ Delete the top menu. No need to distract your visitors. Making the menu available will lead your visitors to leave your landing page without conversion. Only the information presented in the ad has to be available on the Landing Page. You can place the menu on the Thank You page.

➡️ Simple and snap text that provides the your visitor is looking for. As we explained earlier, the landing page is the continuity of a previous message.You can use bullet points to highlight important information or key selling points.

➡️ Your CTA or form has to be visible at first sight (no scrolling). It has to be simple for users to convert. When you build a Landing page, you need to keep the conversion process short. In best case, the final conversion can be make directly on the Landing page.

➡️ Add incentive near your CTA or form to increase brand trust and facilitate conversion. Imcentives can be customer reviews, and press publications or promotion.

Metrics to keep an eye on

Keepig an eye on key metrics will help you to define your Landing Page success. You will be able to improve it and increase your conversion rate.

There are many metrics you can use to measure the success of your Landing Page. However, some of them are more important and other more specifics to your business

Visits: How many people land on your page. This metric will help you to define the efficiency of your digital marketing campaigns. If you do not have many visits on your page, you might need to have a look at your ads’ visuals or budget.

Bounce rate: percentage of visitors exiting your page. If this percentage is high, that means the content on the Landing Page is not aligned with the content in your ads or email. Visitors do not find the information they are looking for, therefor they are leaving your page without converted.

Average time: This is the time spent on your Landing page. Such as Bounce rate, this metric help to improve the LP content. This metric shows you if the content is valuable. If the visitors spend only few second on your page, this mean or the information was difficult to find or the content was not the one expected.

CTR: CTR or Click Through-Rate is a metrics related to conversion. The CTR is the number of people that click on your CTA divided by the number of visitors that saw your CTA. CTR = click / impressions. The higher the better.

Page speed load: A good page speed load is between 2 and 3 seconds. Above that time, you will lose an important part of your traffic and of your conversions.

Conversion rate: This is one of the more important metrics. The conversion rate is the number of conversions divided by the number of interactions. With the conversion rate, you can define the efficiency of your Landing Page.It will not only help you to improve your Landing Page but also your conversion process.

Advertising, Growth Marketing

Introduction to Apple search ads

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- Advertising, Growth Marketing

What is Apple Search Ads?

Apple Search Ads is a mobile marketing platform that allows developers to promote their apps in search results.

Search Ads leverages Apple’s extensive search technology, enabling developers to target their ads precisely and connect with users in a meaningful way.

With Apple Search Ads, developers can gain valuable insights about how users interact with their apps—as well as how their campaigns are performing—allowing them to refine their app marketing strategy over time. It’s also a great way for developers to gain visibility for their apps and reach new potential users.

How Apple Search Ads is working?

Apple Search Ads is an auction-based platform, meaning that you need to buy (bid on) keywords.

The service uses an auction-based system to determine which ads will appear in the search results. This means that when an app developer bids on some keywords, that developer’s ad appears in the search results using these keywords.The keyword price will depends on the highest bid.

Your potential customers have different search behaviors on Google and Apple. App stores users are usually in the Decision stage. This mean they already know the type of products or app they need. When building keyword lists, keep this information in mind.

Add demographic targeting

Additional segmentation options allow developers to filter users between different age groups, genders or locations. You can also choose to target users that already installed your app or not.

The power of Search match

Apple Search Ads Search Match is a feature that allows app developers to reach potential customers with ads tailored to their search queries. The feature uses Apple’s machine learning algorithms, which analyse user intent and surface the most relevant ads.

Video and images ads

You have nothing to do. Apple search ads will generate automatically different ads following your app profile. You can also select some specific visuals from your profile to highlight specific features.