B2B Startup Paid Advertising vs Organic Marketing

B2B Branding Introduction

If you run a B2B startup, you are familiar with the challenges that come with it from what decision to make to what action to take. It is not easy to be decisive, but that is what is required as a startup founder, CEO, investor, CMO, or marketing manager. You get paid to make the tough decisions, including whether or not to pay for advertising or marketing campaigns.

B2B companies sell products or services to other businesses (and sometimes to consumers, too). Paid marketing at a B2B startup can be more tricky than a B2C startup given end users are usually buying on behalf of the organization. And it gets even more confusing if we are talking branding, marketing, and advertising for a B2B2C organization.

Meaningful Marketing Metrics

B2Bs use a lot of metrics that analyze their target audience before pitching and selling a product to them. B2Bs can attract both inbound (when the customer comes to you) and outbound (when you contact the potential customer lead) by: 

• Defining its target customer 

• Using the appropriate communication channels 

• Maintaining communication  

B2Bs (business to business companies) first consider the size of their audience before they start marketing and pitching them. They filter by SMB / SME small and medium businesses (0-100 employees), mid-market businesses (100-1000 employees), to enterprise businesses (1,000 employees and above). 

Effective business-to-business marketing depends on the size of the audience as marketing is not a one-size fits all process;  it is not possible to design a strategy that works for every size audience. Without understanding your target audience, marketing strategies will be ineffective. 

All You Need To Know About B2B Marketing 

To make the most of any B2B marketing strategy, it is important to consider the goal you wish to achieve. Is the strategy designed to just create visibility? Is it to drive partnerships and collaborations with other businesses? Or is it just simply to maximize profits? 

B2B startups unlike B2Cs (business to consumer models) focus on strategies that help them to pitch their products and services to businesses that need them. The end goal of doing this is so that they can gain visibility and make profits. 

The primary goal of every business is to maximize revenue and profits. Marketing strategies are used to reach your target market and drive awareness of your brand, product, and service. Strategies used differ from one business to another and are dependent on some basic factors. 

Factors that cause marketing strategies to differ include goals, purchase motivation, purchase purpose, purchase process, content, and the people involved in the purchase. 

Factors Impacting B2B Marketing

1. Marketing Goal

The marketing goal of B2Bs is to acquire and retain (high-value customers) which are other companies. Customers will typically be focused on understanding the business case of using your product, the ROI, efficiency, and expertise. Ensure that your marketing strategies communicate these values to your prospective customers. You will need industry benchmarks and KPI as well to help you reach your marketing goals, even if you run a top crypto forex MLM company. 

2. Purchase Motivation

Customers are not primarily influenced by emotion in B2B marketing. Instead, they are affected by reason, costs, and ROI - i.e. how companies can make more (financial) gains through their products and services. 

3. Purchase Purpose 

B2Bs tend to retain customers longer than B2Cs. Most times, the engagement with their customers is often long-term because of purchase purpose. Once customers have found what they are looking for, they won’t leave unless they are enticed by a better deal or better value elsewhere. In addition, switching costs in B2B solutions are usually higher than B2C solutions. Constant contact, feedback, and service with your customers is important to ensure client loyalty. 

4. Purchase Process 

Unlike B2Cs, purchases are not made directly. Specific employees in the company may be buyers for different types of B2B products. For instance, a Procurement Manager may negotiate deals for enterprise-wide software whereas a Design Manager may buy design software for their specific team. This way, relationships are enhanced and intensified between both parties. 

5. Content

Creating quality content (that informs and convinces) for B2B marketing is very important. Like direct consumers, the customers also need to be educated about new products and solve their problems. 

6. People Involved

B2B customers are not the sole decision-makers. They are often representatives taking instructions from the decision-makers. Make sure you understand the buying process and the key influencers and decision makers in the process to drive effective marketing and sales. 

Free Forms Of Marketing 

There are many B2B startups on a budget out there as well looking for free advertising avenues. Some top free forms of marketing with potentially no direct costs include: 

• Word of mouth and other referral channels that spread of your brand, products, or services. This is especially important for businesses like restaurants and video games. 

• Content marketing that leads to organic rank on Google (while “free” this does entail spending time and/or money on building and promoting content. 

• Barter based partnerships with other brands where instead of paying money, you barter on other things like cross-promotions. 

But a lot of these free marketing and advertising options still take time, energy, employees, and maintenance. Remember that time is money, even when it comes to ads and branding.

If you don’t already have such channels set up and working for you, you’ll need to resort to paid marketing to start feeding your top of the sales funnel. 

When B2B Startups Should Resort To Paid Marketing - Pay To Play

There are several strategies that B2B startups can engage to drive sales. While some of these strategies can be free, there will come a time when the need for paid marketing will be very important. Sometime you have to pay to play, and you have to spend money to make money. Some paid marketing strategies that you can engage for your startup include: 

4 Top Paid B2B Marketing Strategies

• Email Marketing:  It was reported by Content Marketing Institute in 2023 that 81% of B2B marketers consider email newsletters as their most used form of content marketing. This means they are tapping into the 3.9 billion daily email users. Email marketing isn't new or glamorous, but it is one of the most dependable channels for scaling and ROI.

• Digital Marketing (SEM):  This is about having a digital presence. Without one, people will wonder what your business is since everyone is present online. Don't be that business that is still stuck in 1999 saying that they don't need a website or online presence in 2023. Get a website and ensure it is SEO-optimized. Search engine optimization is one of the best organic marketing tactics you can use for your business website and brands on Google, Bing, Yahoo, Baidu, Yandex, YouTube, and DuckDuckGo. Define your audience and run PPC campaigns if you want to take the paid advertising route. You may want to bid on high volume, high purchase intent keywords that will help your potential users become aware of your service when they are searching for a solution. 

• Social Media Marketing (SMM):  This form of marketing is not quite emphatic for B2Bs as it is for B2Cs. Yet, social media is a powerful tool for creating brand awareness and management. The followers you have might be the key to connecting you with businesses in need of your services. You can focus your paid ad spend on channels like LinkedIn, Twitter, Instagram, Tiktok, Pinterest, Snapchat, and of course Facebook to some extent with expert digital marketing guidance from Appetite Creative. 

• Content Marketing:  Content available to B2Bs includes blogging, podcasting, newsletters, and even vlogging. Content marketing can drive traffic and convert leads when backed up by analytics. Once you have content ready, promote the content through sponsored channels such as Linkedin, Twitter, Facebook, YouTube, Medium, Blogger, WordPress, Soundcloud, Mailchimp, and Google. Leverage social media for further business content growth in 2024.

Paid Marketing Potential

You could also pay freelancers to carry out these duties or to use their own digital cache to promote your company online. That is a separate or supplemental option of paid marketing and advertising for B2B startups.

Paid marketing is essential for you if speed to market matters to you and leaving things to organic or word-of-mouth growth may drive things too slowly for you to realize the potential of your business. Also, if you have a short timeline of products and services with specific goals and benefits a big paid push may be necessary to maximize exposure to consumers. 

To Pay Or Not To Pay? That Is The Question For B2B Startup Businesses

But before you dive into paid marketing methods, you need to be familiar with your customers' interests and previous interactions. While paid marketing would allow you to target new customers, the old ones might be as new as gold. Again, communication with your clients is key to success. Also ensure that your applications are working correctly for paid and unpaid marketing.

Relying on paid marketing as your sole channel can be dangerous and give you a false sense of achieving product-market fit. Ultimately, you need to track your conversions from these paid channels and ensure that the customers you acquire give you an ROI that more than crosses your cost of acquisition. You also want customers that are a good fit and advocate your brand. 

With paid marketing, you should be concerned about customer retention as much as customer acquisition for your B2B startup business. The right marketing strategies will keep your customers well informed of their needs that your company can meet and profit from. 

B2B Paid Marketing For Startups Conclusion 

Marketing is fundamental to all businesses, be it small or large. Visibility and productivity are largely determined by the quality of marketing strategy that is engaged. B2Bs can make use of paid marketing strategies like email and content marketing to be sure they are reaching their target audience. Keep these tips in mind to determine whether your specific B2B business situation calls for paid marketing or organic marketing strategies. And make sure to read more B2B startup insights right here on Marketing Masterminds!

4 Often Overlooked Marketing Tactics That Deliver

Businesses sometimes concentrate their marketing efforts on the most visible channels—social media advertisements, email campaigns, SEO, and influencer partnerships—in the packed digital terrain of today. Although these approaches have their place and may be quite successful, certain less-used techniques contain a world of unrealized promise. These under-the-radar approaches provide shockingly good outcomes by cutting through the noise. These four sometimes disregarded marketing strategies demand greater focus, and their reasons are explained below. 

1. Leveraging the Power of Text Messaging Services 

Although email is still the pillar of business communication, as inboxes become increasingly congested, open rates are gradually falling. Text messaging still provides unmatched instantaneous access and interaction, though. This is an old-fashioned strategy with modern influence. Especially when speed and urgency are crucial, a well-run text messaging service may be among the most direct approaches to interacting with customers. 

Consider a service that employs automated text messages for business needs—such as event announcements, limited-time specials, or reminders of appointments. Most receivers of these communications read them in minutes, with open rates above 90%. One cannot easily replace that level of engagement. Furthermore, since communication is so instantaneous, it is ideal for time-sensitive offers, flash promotions, and more intimate client connection building. 

Still, many businesses avoid using text as they find it invasive. Permission-based marketing, then, is the secret. Customers who opt in are asking you to personally interact with them. Text messaging may significantly raise conversion rates and strengthen client loyalty if done correctly with value and frequency in mind. 

2. Hosting Educational Webinars And Workshops 

Though they have been around for some time, webinars are sometimes underused outside of IT and academic environments. Used creatively, they may be efficient brand-building weapons across numerous industries. A webinar is wonderful in two ways: you are building authority and trust in your field even as you are providing something actually helpful to your audience. 

A landscaping company may arrange a class on winter yard preparation, for instance, while a financial advisor might lead attendees through fundamental retirement planning techniques. These sessions not only help to establish credibility but also draw a very involved audience eager for what you have to give. 

Beyond the classroom, webinars enable real-time engagement that strengthens relationships and confidence. You are a genuine person providing actual answers, not only a logo or sales page. Participants may ask questions, have conversations, and get heard. That degree of participation is marketing gold, particularly at a time when customers yearn for authenticity more than ever. 

3. Reviving The Handwritten Note 

Handwritten notes might seem like a lovely artifact from the past in the fast-paced digital environment of today. But exactly, for this reason, they work. Especially in the context of brand communication, getting a handwritten message has something quite personal and unforgettable quality. Whether it is a thank-you card after a purchase, a personalized birthday greeting, or a brief "thinking of you" letter for regular customers, this tiny gesture may have an outsized impact. Because they require time and effort, handwritten messages stand out. They demonstrate how your business treats customers as people rather than only as business transactions. 

In sectors where rivals mostly rely on automation, this is particularly important. A meaningful note may create a moment of joy, produce positive word-of-mouth, and increase brand loyalty in a manner that no email ever could. Although every interaction is unique, including this strategy in important turning points of the customer journey—such as onboarding, renewals, or major milestones—can result in lifelong bonds and repeat business. 

4. Collaborating With Micro-Influencers 

Although influencer marketing is becoming a pillar of digital strategy, businesses target the most well- known personalities with the biggest following. While micro-influencers frequently provide something even more valuable—trust and authenticity—celebrity influencers may bring broad attention. Usually speaking, micro-influencers have a smaller but more involved audience. Their followers view them as peers rather than far-off superstars; hence, their recommendations are more valuable. 

Moreover, micro-influencers are usually more reasonably priced and eager to cooperate on creative initiatives. The secret is alignment here. Search for micro-influencers whose audience demographics, values, and looks fit your brand. This form of collaboration seems more natural and appeals more to customers who are growing suspicious of traditional ads. Whether it is a local fashionista, a parenting blogger, or a specialty fitness instructor, these bloggers can provide real-world content that inspires actual outcomes. 

Conclusion 

Effective marketing doesn't necessarily have to be fancy or costly. Often, the strategies lurking in plain sight have the most impact. From the immediacy text messaging services provide to the personal touch of handwritten notes, these techniques provide businesses with innovative approaches to connect, convert, and build connections. If your present marketing seems a little boring, it may be time to look into some often disregarded yet rather successful strategies.

Marketing Industry Trends To Anticipate in 2025

Change is inevitable in the marketing industry, especially if there is a global pandemic spearheading it. So many recent events took us all by surprise, significantly impacting working conditions, spaces, and opportunities, reduced budgets, and the utmost importance of operating businesses primarily online. The recent health crisis may have accelerated the shift to digital commerce and mobile technology by 5-10 years due to lockdowns and restrictions.

The harsh effects on the marketing industry are finally less severe as the world regains momentum and reopens. However, there remains a Cautiousness among business owners and marketing firms. Now more than ever, predictions and trends are crucial in the world of advertising and branding. Below are some top marketing trends to anticipate for 2025. 

Top 5 Marketing Industry Trends In 2025

1. AI is Slowly Taking Over Digital Marketing 

The use of Artificial Intelligence (AI) is now prevalent in most if not all business industries. The marketing sector is also embracing the use of AI to tremendous success. Matters such as search engine optimization and automatic recording of website traffic are made easier for marketers because of AI. 

In addition, marketers are also using AI and machine learning as a tool to get to learn more about their markets and consumers. Companies can predict customer purchase habits based on their histories, find the best platforms to reach them, and automate personalized messages for these consumers. All these marketing activities are also done with no need for marketing professionals, cutting hiring costs for marketing agencies in 2025. 

2. Hiring Remote Employees 

The pandemic impacted employment negatively, with pay cuts, employee layoffs, and employee health some of the main concerns. Another stand-out theme for employees was working from home, an aspect that benefitted some companies. Remote working ensured safety and cut office and support expenses for business owners and employees. Furthermore, it also gives both parties independence, crucial to boosting productivity amidst the pandemic. 

As the world reopens and companies open their doors to new employees, remote working is set to continue. Apart from increased productivity, companies also see it as a chance to access a wider pool of skillful employees with no location restrictions. As a result, a growing number of marketing agencies are utilizing an employer of record to assist with hiring global employees. 

The remote employee theme well suits the marketing industry. Digital marketing activities hardly require the need to be in an office. A remote employee only needs access to a well-functional computer or phone and reliable internet service. 

One important consideration while investing in remote employees is having a stable support system in place. The support systems should feature an effective official communication line and a way to monitor the employees' work. 

3. The Age For Hybrid Events 

One of the aspects the world missed the most was outdoor events and social gatherings. The pandemic meant social distancing, and the lockdown was the norm that we had to deal with. In-home concerts, zoom meetings, and online openings were the theme as businesses sought to adapt. 

On the business front, customer engagement and networking events took the virtual path too. Marketing agencies put their efforts toward making social media impressions and buzz to maximize virtual event attendance. 

As a shift to normalcy begins, customers and marketers are uncertain whether to quench the desire for in-person events or retain the comfort of virtual events. With hybrid events, both preferences are met. Hybrid events allow in-person events while offering immersive options for event-goers at the comfort of their home. 

4. Investing In Programmatic Advertising 

Ads are essential to the marketing efforts of a business. Programmatic advertising uses AI to enable ad-buying automatically. The process is triggered by a web publisher putting up the ad for sale, where the highest-bidding advertiser earns the right to display the ad. 

Afterward, the advertisers display the ad where they earn for every customer click that is converted into a sale. According to Statista, 61% of programmatic advertising spending worldwide is by US companies. This number expected to increase in the coming year. 

5. Attaining More Ownership 

Marketing companies are striving for more security which is no longer just achievable by helping drive sales. The agencies want more power over the products they market, as their successful efforts almost always increase the client's company value. 

Having ownership also inspires the marketing agencies to implement more impressive strategies to increase sales. Marketing agencies can get more ownership by having performance metrics that allow part ownership when goals are met. 

Conclusion

The marketplace is livening up again, and as such, adapting fast and being innovative may as well set your marketing company apart from the rest. By implementing the above guideline, you set yourself up to stay ahead of the marketing game in 2025.

What Not To Do When Marketing In Troubled Times

By any measure you wish to use, these are troubled times, perhaps the most troubling in several generations. The world is reshaping itself at this very moment. The tectonic plates of change are restlessly shifting, leaving our feet with no firm purchase. What predictability there was in business is gone for the time being. We are blindly lurching hither and fro like concussed victims of a sonic boom, desperately looking for something familiar that will help us find our way forward. Despite these troubled times, we still have to do the business of business. We have wares to sell and new customers to find. Many companies are busily writing new chapters in the book of what not to do. 

Those unfortunate businesses are not any different from yours. And many of them will not survive the next wave that crashes against their battered storefronts. The only advantage you have is that you get to see the mistakes they make and can choose a different path. You do not have to join them in the dustbin of history. 

You also don’t get to feel smug or superior. They were also smart, hungry, and energetic. All successful companies stand on the shoulders of giants who came before them. Those giants would tell you the following when it comes to 3 steadfast marketing and advertising best practices: 

1. Don’t Give Up On Traditional Tools 

During times of trouble and uncertainty, people find comfort in the traditional. They turn on the TV to watch the news unfold. They look out of the window to reassure themselves that their piece of the world is still there. During such times, human connections trump cyber-connection. Get inspired by the many effective out of home advertising examples all around you such as the following: 

• Billboards 

• Transit media 

• Place-based media 

• Outdoor digital media 

• Street furniture 

You cannot walk down the street - any street - without one of these being in your line of sight all the time. The beauty is that you are not even consciously aware of it most of the time. Even better, you don’t need to be consciously aware of the marketing all around you for it to be extremely effective. You are also not consciously aware of the blue sky overhead most of the time. Yet it has a profound effect on your mood and activities. 

It is good that you are willing to embrace new things. Just don’t jettison the traditional things that tend to do very well when people go into crisis mode. 

2. Don’t Spam 

Your desperation is not justification for spamming every email you have managed to collect. Before you opt for any form of email marketing, you need to learn the difference between spam and legitimate marketing. 

Get it wrong and you will be severely punished. Now hear this: Sending spam email is illegal in the United States. Getting caught violating spam laws can trigger both criminal and civil penalties. 

Not only is it illegal, it could hasten the demise of your business. You might not be able to pay the associated fines. This would be a devastating result if the impetus for spamming was the lack of business you suffered due to the crisis of the moment. 

Moreover, the spam is not going to endear you to potential customers. You have gone from courting to harassing. The most likely outcome is they will train their email filter to automatically junk anything and everything from your company. You will be forgotten to them. If they do happen to think about you, it will not be with favor. 

3. Don’t Peddle Fear 

In a crisis, everyone is already nervous, you will be making a big mistake if you try to cash in on their natural fear. People are more savvy than you think. No one appreciates being targeted for emotional manipulation. At best, fear can only sell temporarily. 

But hope always sells. During times of crisis, people don’t need more fear. They already have plenty. They need hope. They need to feel like the sun will come out again tomorrow. Make that message your marketing centerpiece and you will be in a much better position to survive in the darkest of times. 

Marketing is less about sales and more about messaging. Make it through the troubled times with a message that tradition still persists, integrity is stronger than desperation, and hope overcomes fear. When those are your messages, consumer confidence will reaffirm the axiom: This, too, will pass.

5 Marketing Tactics Every Company Should Use

Modern business is incredibly dynamic. It is highly dependent upon the amount that you are marketing and promoting yourself. Whether you are offering a service or selling products, there are many things you can do to get more attention to your business. Marketing has gone digital, but there are even some traditional methods you should utilize to get the word out about your business. 

Below are five top marketing tactics every company should use to strengthen their business. 

1. Search Engine Optimization (SEO) 

SEO is search engine optimization, and it is one of the most important parts of modern business in general. Technology has come to dominate marketing and advertising, but it is not always the way you might think. SEO is the combination of various techniques to boost a page or website to the top of search engines like Google. 

You can optimize your website and use a blog to boost your SEO strategy. By using keywords, hyperlinks, metadata, and more, SEO is one of the most crucial things to learn about for any business. If you don’t have an SEO specialist, it is time to hire someone. There will be a big difference in website traffic, which can translate into sales increase. 

2. Social Media 

Of course, social media is one of the biggest businesses in the world. It can make or break an individual, business, or another type of entity. If you know how to use social media, you can get more attention to what you are doing. You can boost engagement and send people right to the place where they can make a purchase. 

Not only is it necessary to post about your brand and work on these sites, but it is also essential to utilize the various platform’s ability to advertise. Once you find your sweet spot amongst the algorithms, you could thrive with social media promotion and marketing. There is an intuitive aspect to social media marketing, but there is an analytical aspect as well. It is important to have both. 

3. Physical Billboards 

One thing that still exists from the days of the past is the physical billboard. It is because it can be hard to miss. With a billboard advertisement in the right place, you can get a lot of eyes on your branding and message. Whether it is Detroit billboards, New York City billboards, or Los Angeles billboards, there is a place for this kind of advertising in your business. You should be sure to choose the right place to advertise no matter what. 

If you are focused on promoting your local business, a billboard can really help get the word out. Physical billboards are a form of marketing your brand that shouldn’t be dismissed. These days since many marketers are focusing on digital platforms, there are some good deals on traditional marketing mediums like signs and billboards. 

4. Email Newsletters 

A great method to market your business is to market to the people who you already know are fans of your business. When you have gathered emails from people who have already bought something, you can market straight to them. You can alert your customers about a new product or service. You can announce a sale. Or you can offer these people special deals for being loyal customers. 

Email newsletters are incredibly effective when you have amassed enough emails to make a difference in your marketing strategy. Give email newsletters a shot. 

5. Data Analysis 

Data, as they say, is as valuable as oil. It is one of the most integral assets in the world. Whether you are in the business of technology or not, data can help you make your business more successful in several ways. One of those ways is to use data for marketing purposes. 

Depending on how you are getting your data, you can use the information to understand what your customers want and what their demographics are. You can learn how to approach people with your product or service. With artificial intelligence (AI), you can analyze all the data quickly to create new marketing tactics. 

Masterful Marketing

These are a few of the things that every company should be doing to further their sales and overall business. Marketing is essential for all businesses. It is a huge part of our global economy these days and only growing more crucial each year. 

Whether you are in a digital business or a very physical one, balancing all the forms of marketing can help you excel. What are you waiting for?

Google Ads Measurement Certification - Whats And Hows

Are you a digital marketer looking to enhance your skills and stand out in the industry? If so, obtaining a Google Ads Measurement Certification may be just what you need. This certification demonstrates your expertise in understanding measurement tools for Google Ads, making it an impressive addition to your resume. In this blog post, we will dive into why this certification is worth pursuing and share tips on how to earn it quickly. Let's get started! 

Why Is Google Ads Measurement Certificate Worth Adding To Your Resume 

As a digital marketer, adding Google Ads Measurement Certification to your resume can open up endless opportunities for career growth. This certification demonstrates that you have comprehensive knowledge of the measurement tools available in Google Ads and are capable of analyzing data to drive successful campaigns. 

With this certification, you will stand out from other candidates when applying for job positions. Employers recognize that holding this certification means that you understand how to measure success metrics such as conversion rates and return on investment accurately. 

Moreover, being certified is an excellent way to show clients or customers your level of expertise within the industry. Clients often want marketers who can deliver measurable results with their marketing budget. Holding a Google Ads Measurement Certificate reassures them that their money will be spent wisely by someone knowledgeable about measuring campaign performance. 

Obtaining a Google Ads Measurement Certification validates your proficiency in using essential tools for effective advertising campaigns. It is also an excellent opportunity to showcase your skills and expertise while standing out amongst competitors both inside and outside the workplace. 

A Tip To Get Google Ads Measurement Certified Fast. Really Fast. 

If you are looking to add the Google Ads Measurement Certification to your resume, there is a tip that can help you get certified fast. Really fast. The key is to use the available study resources effectively. 

And knowing exam answers is key. Check the latest google ads measurement exam answers here for the updated version. 

First, start with the Google Skillshop's online courses for Google Analytics and Google Tag Manager. These courses will give you a solid foundation in web analytics and tracking website activity. 

Next, take advantage of practice tests and quizzes available on various websites like Udemy or YouTube. These practice tests are designed to emulate the actual certification exam so that you can familiarize yourself with the format and question types. 

Finally, read up on the latest updates from Google Ads and make sure you have a good understanding of the platform's features. Also, look for YouTube videos that explain key topics related to Google Ads Measurement Certification. 

By following these steps and learning as much as you can about Google Ads Measurement, you should be able to get certified fast. Really fast. Good luck! 

Schedule your certification exam once you feel confident in your knowledge of measurement tools. Don't be afraid to retake the test if necessary - it is always better to make sure you fully understand all concepts before attempting the real deal. 

By following these tips, getting certified in Google Ads Measurement won't take as long as expected. Remember: preparation is key! 

Why It Is So Important To Understand Measurement Tools For Digital Marketers? 

Understanding measurement tools for digital marketers is crucial because it enables them to make data-driven decisions, optimize their campaigns and improve their return on investment. Accurate measurement helps in identifying the strengths and weaknesses of a marketing campaign, which allows marketers to adjust their strategy accordingly. 

Moreover, with Google Ads Measurement Certification, one can demonstrate expertise in using Google Analytics to track website traffic effectively. Having this certification on your resume can increase your chances of landing a job or getting promoted within your organization. 

In conclusion (just kidding!), obtaining Google Ads Measurement Certification is worth the time and effort invested as it not only enhances one's skills but also increases credibility in the eyes of potential clients and employers. So what are you waiting for? Get started today!

Why Automated Direct Mail Should Be A Part Of Your Marketing Mix Strategy

In today's digital age, businesses are constantly seeking new and innovative ways to reach their target audience. Direct mail, and more specifically, programmatic direct mail, is one such method that has made a comeback in recent years. It is proving to be a highly effective way to improve customer engagement and maximise your return on investment (ROI) by combining the power of data-driven insights with the tangible, personalised experience of direct mail. In this article, we will look at why programmatic direct mail should be part of your marketing strategy and how it can help you achieve your business objectives. 

How Programmatic Direct Mail Works 

Programmatic direct mail marketing combines the power of data analytics and data-driven insights to create highly personalised and targeted mail pieces that are intended to resonate with the recipient. The data is initially compiled using existing customer data or third-party mailing lists, which can include information such as demographics, lifestyle, purchase history, browsing behaviour, and so on. This data helps in targeting specific audiences or creating different buyer personas, which can then be used to tailor the messaging and design of the direct mail piece. Once the design is complete, direct mail can be scheduled, printed and mailed to recipients, or triggered when a customer takes certain actions on your website or using other marketing channels. 

One of the key advantages of programmatic direct mail is its ability to seamlessly integrate with other marketing channels. This way, businesses can create a consistent and cohesive brand experience that resonates with the customer at every touchpoint by utilising the same customer data across multiple channels. 

Some Benefits Of Combining Programmatic Direct Mail With Other Marketing Channels 

Programmatic direct mail is just one piece of the marketing puzzle. Therefore, it is most effective when integrated with other marketing channels such as email, social media and display advertising. This way, brands can create a truly omnichannel marketing experience that reaches customers through multiple touchpoints. 

Increased customer engagement is one of the main advantages of combining programmatic direct mail with other channels. This allows marketers to better understand their customers and give them a more tailored and relevant experience by utilising data from other marketing channels. 

For example, a potential customer may have signed up for your email newsletter to learn more about product or service discounts. Instead of a generic email, you can send a direct mail piece with a discount offer and a QR code that directs them to your product page. This way, you are more likely to capture your customer's attention than with an email. 

Another key advantage of combining programmatic direct mail with other marketing channels is increased brand awareness. By connecting with customers on a more personal level, brands can develop a recognisably consistent brand identity that resonates with them. This can increase the likelihood of repeat business and help to maintain long-term brand loyalty. 

Programmatic vs. Traditional Direct Mail 

While programmatic and traditional direct mail has some similarities, they also differ significantly in a few important ways. For starters, traditional direct mail is often a one-size-fits-all strategy that involves distributing the same mail piece to a large group of people. While this does work on occasion, it frequently results in low response rates and is a waste of time and resources. On the other hand, programmatic direct mail makes use of data and technology to help create different buyer personas and direct mailers that are highly targeted based on interests, preferences and purchasing behaviour. This personalised approach has the potential to increase response rates and return on investment. 

Another key difference between these two approaches is the level of automation involved. Programmatic direct mail is highly automated, with advanced digital software handling most of the process, including data analysis and printing. As a result, it is more efficient and cost-effective than traditional direct mail, which often requires a more manual approach during every step of the marketing process. 

How Programmatic Direct Mail Can Improve Your ROI 

One of the main reasons businesses are turning to programmatic direct mail is its ability to increase ROI. Direct mail marketing that is highly targeted and personalised is often more effective and efficient because it is relevant, accurate, and tangible, which can increase the chances of conversion. 

Automated direct mail campaigns can also be tracked, allowing you to measure the effectiveness of your marketing efforts. Businesses can track how many leads or sales were generated as a result of the direct mailing by using unique QR codes or URLs on each mail piece. This data can then be used to improve future campaigns, potentially increasing your long-term ROI. 

Common Misconceptions About Programmatic Direct Mail 

Despite its numerous advantages, there are some misconceptions about automated direct mail. The most common one is that it is too costly or difficult to implement. While setting up a programmatic campaign may require an initial investment, some direct mail companies, such as Zap~Post, allow you to start on a monthly plan and upgrade to increase your outreach as you scale, with the option to cancel at any time. This gives you more flexibility and allows you to launch a realistic direct mail campaign that fits your budget and audience size. Click here to find out more about mass mailers. 

Another common misconception is that programmatic direct mail is less effective than digital marketing channels like email or social media. While these channels certainly have their advantages, programmatic direct mail offers a more distinctive and tangible experience that can be challenging to replicate in the digital space, with response rates of over 9% often achievable. 

Final Words On Automated Direct Mailers

Programmatic direct mail is a highly effective method of reaching out to customers with personalised and relevant messaging using physical mail. It allows businesses to create a unique and highly effective brand experience that potentially leads to increased customer engagement and a higher ROI. Automated direct mail can also be integrated with other marketing channels such as email and social media to create a truly omnichannel experience that reaches customers at multiple touchpoints.

Top 5 Tips To Promote Indie Games

We have collected some top life hacks for promoting indie games. Check them out — and go for it with your independent gaming product! 

The world of indie app developers has its own roaming plots. Much of the folklore elaborates on indie game promotion. Startup owners write long and thorough essays accusing marketing of being useless, and curse social media and targeting. However, practice shows that not the phenomenon itself, but lack of ability to use it is why it is the way it is. Marketing, SEO, and promotional targeting can all come to your aid when you take the time to learn the basics. This is the phase that many indie developers choose to ignore. Others give up as soon as they open the list of media channels, struggling to understand how to cover them all. 

The tips below may come in handy if you want your indie game to find its audience. 

1. Implement Promo Strategies Before Or At The Initial Stage Of Game Development 

This will save time. Ideally, it's worth starting a marketing campaign as soon as you have at least some things ready. For example, if you have drafted a base or partially implemented some design. 

An unspoken rule confirmed by stats says that the majority of mobile game sales occur in the first few weeks after release. 

So, you'd better warm up your gaming audience in advance. Share everything that happens with the new game: you made a new screenshot — show it. You’ve filmed a demo video of your video game or app — show it. Communicating with potential users will build the hype, and this is exactly what you need. Just keep an eye on the quality of everything you post. 

2. Your Website Should Be Memorable, Especially Closer To The Release Stage 

And, of course, it should have all the basic information about your game. As an indie developer, you must love free organic traffic. Let users have no questions either about the game or about what is happening to the game right now. Transfer all updates to the website and display them as creatively as possible. You can create a separate block for media content and fill it with screenshots, teasers, etc. It's quite convenient. 

3. Social Media Work Is Not A Myth 

Indie developers may perceive the saying ‘a good game must have a Facebook page’ as controversial. Firstly, they've read something about someone else's bad experience the other day, and secondly, they have no clue how to acquire an audience on social media. Everyone dreams of the precious word of mouth, when users would want to talk about a game, stream it, draw fanarts, or create memes. The reasons why, even with social media at hand, you still remain a no-name startup, most likely are as follows: 

- dead account; 

- lack of targeting; 

- unsuccessful product.

Here are a few useful details: 

Twitter: How To Post There 

Twitter is an international platform convenient for those who like to be down-to-earth with their fans. Here you can find journalists who will write reviews of your product too. Your posts should be succinct and emotional: while you are little known, being sincere is the best way to win over your audience. Post updates on so-called peak hours with morning and evening being the best time to do so. And, of course, learn how to use hashtags. Hashtags like #gamedev and #ScreenshotSaturday may come in handy. 

Facebook: Why Do You Need It? 

Just like a website, Facebook is a good business card option. It also is convenient to link all your media there: that's how you get the impression of a good professional. Feel free to post links to videos and screenshots as well as news about app updates. You should do it frequently. 

Instagram, YouTube, TikTok 

Visual content platforms are a great way to showcase the visual side of your game. Stylish screenshots and dynamic trailers can be displayed in different formats. Best of all, fans can pick up on your vibe and start posting something similar themselves. Before they do, make sure to actively post previews using hashtags, and upload trailers to Reels, IGTV and TikTok. Do not neglect the targeting: if done correctly, it will bring the right users to you. Important to know! Don't be afraid to not be perfect, this makes you likeable. Report bug fixes, share bad ideas, and be sure to laugh at yourself and you will seem more relatable. 

4. Developer's Blog

It seems like a paradox, but this genre is popular among gamers and developers. Other people's experience, along with their ups and downs on the road to make their indie project come true evoke sincere interest, provide feedback, and increase game recognition. Provided that you write expressively, emotionally, easily and with moderate frequency. The purpose of a blog is to reflect on the game development, show your work, and sometimes involve users in the development process (optional). 

5. Release Some Trailers 

Sometimes, when the word trailer is used by newcomer indie developers, it reminds you of Hans Zimmer's music, and the visuals of the new Dune movie pop into your head. Trailers are considered one of the most important pre-release stages: they attract attention, indicate the most important facts, and show all the work done. But you don't need to be a skilled cameraman to do a good trailer: we're talking about a convenient way to announce the finished product. With trailers you can promote your team (or yourself) just right. 

When releasing trailers, you can choose one of two approaches: 

Single Trailer: show aspects of the gameplay (at least once for every aspect), and use as few cut scenes as possible. 

Several Trailers: show one aspect of the gameplay in a single video. Like, the first video can be dedicated to the lore in general, another to the characters, and the third to the battle. 

It is widely believed that there can never bee too many trailers. There also are trailers and teasers. However, if you have a proactive startup, you shouldn’t focus on AAA-level scenarios. Better start setting the stage with what you have at hand. 

Last, but not least, the secrets of a successful visual, including teasers, trailers, reviews, etc. are not just about team creativity. Observation is key. All of these tips work both ways: sometimes you should put yourself in the shoes of a conventional “audience” and follow others, for example, your competitors. Stealing ideas isn't necessarily what you must do, but learning what marketing strategies others have may be quite helpful, especially if you're a beginner. Collect positive feedback, and document what you would've done differently on your new indie video game.

5 Advantages Of Direct Marketing Techniques

Direct marketing is a strategy that involves communicating with customers one-on-one to promote the benefits of your product or service. It is an effective way to reach more potential clients and generate revenue for your business. This article will discuss five advantages of direct marketing techniques, so you can see why it might be worth trying out! 

1. Personal Approach 

One of the main advantages of direct marketing is that it allows businesses to interact with consumers on a one-on-one basis, such as through a direct mail advertising campaign, giving them the ability to cater their messages and promotions to suit each customer's needs. Most traditional forms of advertising focus on broadcasting messages to large audiences to appeal to as broad a base as possible. One advantage of this approach is that it is more cost-effectively than direct marketing because fewer resources are required for advertising en masse. 

The downside is that these mass advertising campaigns fail to address individual customers' specific wants and needs, leading to poor results. Another advantage of direct marketing is that it provides companies with feedback from consumers about what they want or expect from a product. Many traditional forms of advertising are not as effective because they do not allow for the same degree of interaction between business and prospective consumers. 

2. Breaks Down Traditional Barriers Between Business And Consumers 

Direct marketing breaks down the traditional barriers between the two groups by allowing businesses to interact directly with consumers. This means that customers can speak more openly about what they want from a product or service, while businesses better understand their target market and how best to reach them. While mass advertising is still effective in many cases, traditional forms fail to provide companies with feedback and often leave businesses uncertain about whether their message is being properly communicated and received by consumers. 

Direct marketing techniques like email marketing allow companies to avoid this problem because they can communicate directly with consumers one-on-one, allowing them to speak more openly about what they want from a new product or service. This one-on-one communication often results in increased sales and revenue, which means that direct marketing is undoubtedly among the most successful techniques available for generating interest in a particular product or service. 

3. Can Be Used To Target Specific Groups Of People 

Businesses can use direct marketing techniques to target specific groups, such as customers who have already made a purchase or are interested in buying something from the company. This allows companies to promote their latest products and services while following up with customers, making it easier for businesses to generate increased sales without resorting to expensive advertising campaigns. 

Even offline retailers can benefit from using direct marketing techniques by sending out flyers and pamphlets promoting upcoming sales and other special offers, which entice customers back into stores without spending large sums of money on advertising throughout various industry publications. 

4. Direct Marketing Can Be Used In Conjunction With Other Marketing Channels 

Direct marketing can also be used in conjunction with other forms of advertising, allowing businesses to maximize the benefits of both methods. For example, direct mailing will enable companies to send promotional offers to customers who are not necessarily active online. At the same time, email marketing makes it possible for companies to reach prospects and existing customers via their preferred method for receiving messages, whether through a home computer, smartphone, or tablet device. 

Using multiple channels helps companies improve the chances that interested audiences receive their messages and increase potential returns on investment. By creating synergies between various forms of advertising, such as direct mailings and email blasts, businesses can extend their promotional reach while reducing expenses dramatically at the same time. 

5. Customizable Messages And Offerings 

Another advantage of direct marketing is that it enables companies to address their prospective customers in a more customizable way, tailoring messages and offerings to suit individual needs. Product offerings can be tailored depending on the age group or geographical location of each customer. 

Businesses can also customize message content depending on the type of product being advertised or even the size and budget limitations for each company. This customization also allows businesses to remain within their allocated budgets without overspending, which can lead to increased profits and lower overhead costs since fewer resources are required for advertising campaigns than traditional methods such as television adverts. 

Direct Marketing Mastery

Whether you're planning to promote your latest product or extend an offer to an existing client base, direct marketing techniques are certainly worth considering to optimize ROI and increase sales. It's time you added it to your overall marketing arsenal if you haven't already.

7 Smart Ways To Promote Your Small Business

Are you looking for fresh, affordable, and smart ways to promote your small business? Whether you’re just starting or have been in business for years, you can get the word out about your business. 

The good news is, with the right marketing approach, you’ll have new prospects and customers coming to you. If having new customers walking in the door sounds good to you, consider these smart ways to promote your business. 

Let’s say for the sake of example, that you’ve got a food truck business. 

You’ve got your hands full with running the business, getting fresh produce, keeping things safe, and keeping up with technology. The last thing you want to do is deal with online marketing…but you’ve got the nagging feeling that you should. 

Here’s a smart plan of action that won’t cost an arm and a leg for your company. 

Get Friendly with Facebook 

You’ve heard about Facebook. You use Facebook. Now, it’s time to promote your small business and have Facebook work for you. If you are seriously non-tech-savvy, don’t sweat it. 

Hire a person who loves this stuff. Have him or her set up your page, take photos, and create interesting posts. There are so many people who love doing this, that you won’t have a problem finding the right one to showcase your business. 

Get Connected 

What kinds of things are you doing to help your community? What things are newsworthy? New deals. New specialty foods. New partnerships. New offers to help charities and nonprofits. 

If you’re connecting with your community, share the good news about all the ways you are helping people. You may want to post your news in local media, community forums, and city websites. 

Get Mobile 

If you’re running a food truck, you know that people are searching online. People use their smartphones to find out where you are located when you’re open, and what the daily specials are that they don’t want to miss. 

The good thing about your food truck is that you’re already tuned in to the mobile listings. Now, just make sure that you’ve got everything wired for people to find out about your awesome food. 

Get On The Map 

A lot of people use Google Maps to search for local offerings. If that means finding your food truck or restaurant, you’ve got to get on the map. Check out the details for getting on your local map – and you’ll find a lot more people flocking to your door. 

Get Wired 

There’s nothing like technology to make a food truck take off. It’s not only the technology end for the customer – local search, map search, and mobile search to name a few. 

It’s also getting a kitchen display system for your staff. This technology means that every order will get taken, tracked, and delivered. If someone orders a salad with avocado, but there’s none in stock – it will show up right away. 

Just imagine. No missed orders. No irate customers. No frustrated employees. Just clear order taking and clear delivery. Satisfaction all around, from start to finish. 

If you’ve been doing old-school order taking and think it’s the way to go, think again. You could enjoy fewer lost sales, fewer lost customers, and more happy customers giving your rave reviews. It’s your choice if you want a fast growing business or not. 

Get Safe 

With all the concerns about food safety, you’re following CDC guidelines to the detail. Make safety part of your signature brand. Highlight your compliance with all safety features. Even if it doesn’t seem like much to you, you’re making an effort to keep food clean, chilled, stored, and of the highest quality for customers. 

As you make the effort every day to stay safe, help your customers know everything you’re doing. It’s an easy win for everyone. 

Get Farm Friendly 

Are you living in an area with nearby farmers and small food producers? If so, are you making contact to feature fresh produce? More and more food trucks are using their locations to feature small farms. This is a way to support local agriculture and help consumers get fresh food. Many farms specializing in organic foods are happy to sell directly to food trucks or restaurants to generate extra local sales. 

Sum Up 

Most small businesses can learn a lot from the best practices of food trucks. In many regions, food truck owners are trend-setters. If you’re running a food truck biz, make sure everyone can find you online, on maps, and in mobile search. Organize your marketing to feature all the ways you serve your community.

5 Top Billboard Locations To Advertise Your Business

Billboards still work big time in big cities. Chicago IL is a major U.S. city firmly entrenched in all things business. It’s the third largest city in the United States, centrally located in the Midwest, and has one of the busiest airports in the world. All of these factors amount to making Chicago Illinois an international hub for all sorts of industries. It’s also a city known for its influence in marketing, both domestically and around the globe. If you have your own business, the Windy City is a great place to increase your brand recognition and sales with low cost billboard advertisements. 

But if you’re not really familiar with the city, how can you decide where you should focus your advertising efforts? And even if you are a local, which places will have the biggest impact on your publicity levels? 

Here are 5 top locations for Chicago billboards that are guaranteed to amplify your business branding. 

1. The Magnificent Mile 

One of the most recognizable locations in Chicago is the Magnificent Mile. This upscale stretch of Michigan Avenue is one of the main thoroughfares of the Chicago Loop and its business district. It’s the place for high-end shopping, dining, and hoteling in the city, which also makes it incredibly well-trafficked by locals and tourists alike. Surrounded on all sides by an abundance of skyscrapers, there are plenty of ad locations to choose from. This is a place where you can really go big with your advertising and know that not only will it be seen by a lot of people, it will be seen by a lot of influential people. 

2. O’Hare International Airport 

Of course, anyone looking to market their business would be crazy to pass up a billboard option positioned in one of the busiest airports in the world. O’Hare International Airport, located 14 miles northwest of the city center, has the distinction of shepherding approximately 500,000 people in and out of the city every single day. If you want your business to be seen by large swaths of the population, an airport, particularly one like O’Hare, is a great place for a billboard. Airports in general also offer a wide array of styles and sizes when it comes to outdoor advertising, so even if you’d like to stay on the smaller end of the scale, there’s sure to be a space for your ad among the 20 square miles that O’Hare occupies in Chicago. 

3. The I-90 

However, you don’t want to focus solely on those traveling to the city on a short-term basis. Chicago also boasts a suburban population of close to 10 million. The best way to reach these suburbanites and tap into their vast market is through the I-90. Interstate 90 is a transcontinental highway that cuts right through Chicago (and much of the Midwest). It serves as the main route to O’Hare, downtown Chicago, and across the state line to Indiana. As many as 300,000 cars traverse this busy freeway on a daily basis, and a well-placed billboard here would give ample exposure to your brand. Roadside billboards have proven time and time again to be a definitive way to boost your business. 

4. Wrigley Field 

If viewership is what you’re after, another solid option in Chicago is a billboard at or around Wrigley Field. Not only is it a city icon, visited by huge numbers of tourists every year, but it is also a local staple as the home of the beloved Chicago Cubs. The stadium seats over 40,000 fans at a time, which is great in-person exposure, but the right billboard placement might also get you some TV coverage. Wrigley Field has embraced advertising opportunities whole-heartedly, so this is another location where you’ll find no end of options and price points. From full-size Jumbotron billboards to half-sheet bleacher ads, Chicago sports fans will welcome your business promotion. Digital signage is also more versatile and will get the attention of fans that have a lot of choices on where to look. 

5. Public Transportation 

Finally, why advertise in a single location when you could be spreading your message citywide using Chicago’s robust public transportation systems. Mobile advertising is a great way to get more eyes on your ads, and Chicago IL is one of the best cities for this strategy. With Chicago’s elevated train, immense fleet of buses, and plethora of taxi and ride-share companies, there are incredible advertising opportunities to be had. Billboards in and around subway or bus stops, even ads splashed across the vehicles themselves aid in promoting your business and getting your name out there to hugely diverse audiences. 

Chi-Town Best Business Billboards

Located in the heart of America, Chicago is a city that appeals to vast numbers of people in the United States and around the world. It is a fantastic place for advertising any business, and you can’t go wrong with any of the billboard advertisement options listed above. All that’s left to do is to find the right fit for you and your business billboard and simply put it out there for all of Chicago Illinois to see.