Digital marketing is essential for any successful business, but it can be difficult to know where to begin and how best to direct your efforts. There are many different facets of digital marketing to consider, from social media advertising to boosting SEO and growing your customer base. Here, we turn to the experts at Fiverr for help in guiding you towards digital marketing success.
The Fiverr growth department is tasked with bringing in more users who can benefit from Fiverr’s services, and is composed of six teams:
- SEO
- Facebook Advertising
- SEM
- Retention
- Conversion Rate Optimization
- Affiliate and Partnerships
We asked each of these teams at Fiverr for the best advice they’d give to business owners who want to start get started with digital marketing. All of their tips will teach you how to maximize your digital marketing strategy for the best results.
Search Engine Optimization (SEO)
Gil Laktush
Fiverr’s SEO Team Leader
Google has a huge algorithm with hundreds of parameters that help rank websites for each query. SEO is a way to optimize your website and align it with Google’s ranking factors so that you earn higher rankings in its search results pages.
Tip #1: Be smart with content marketing
Content marketing is essential these days. Whether it’s through blogs, YouTube videos, or infographics, businesses are using content marketing to attract more customers and engage with current ones. But creating content will only benefit your business if it’s unique, high quality, and helpful to users. If your users can get the same tips and information elsewhere, your content is redundant. When you create content, teach your users something new, and use your expertise, including as much unique research as possible. Make your content one of a kind – your users will reward you with their loyalty. Here are 7 of the most effective content marketing techniques.
Tip #2: Choose your partners carefully
Online partnerships often involve linking from one website to another and Google considers such links to be a recommendation from website A to website B. The stronger and more authoritative the source of the recommendation is, the bigger the impact it will have.
For example, which recommendation would you consider to be more reliable and trustworthy: ESPN’s website that recommends another sports website or a small website unrelated to sports that recommends a sports website? Obviously, the bigger and more authoritative the websites you’re connected to, the higher your Google ranking can get.
Tip #3: Make your website mobile friendly
Mobile devices are becoming increasingly popular. In fact, nearly 60% of searches are now made from mobile devices. In November 2016, Google announced its “mobile first indexing” a new Google algorithm that bases your ranking on the mobile version of your website. Therefore, make sure that every page on your website is mobile friendly using the Google Mobile Friendly Test. Know that having a mobile friendly website is very important, and if your website doesn’t incorporate mobile responsiveness, you need to change it so it does.
Tip #4: Measure your performance
SEO takes time and so you probably won’t see the results of your work for 3-6 months. At the same time, it’s important to know where you stand before you start. Google Analytics and Search Console are two crucial tools that provide great information about your website. Make sure to use them both and then monitor the following items:
Google Analytics:
- Monthly organic Google traffic to your website
- Monthly organic Google traffic to each page
- Main sources of web traffic, such as organic Google searches, Facebook, email newsletters, referrals, and so on
- The most effective landing page for conversion
- Desktop traffic vs. mobile traffic and their performance (i.e. exit rate, conversion rate, average session duration)
Google Search Console:
- Top keywords that lead from Google to your website
- Brand keywords vs. non-brand keywords (i.e. keywords including your brand name vs. those that don’t)
- Average keyword rankings.
SEM/Paid Google Campaigns
Tal Nutkevitch
Fiverr’s SEM Team Leader
You can create paid Google campaigns with Google’s Adwords platform, which allows you to create a unique ad for any keyword you think your potential customers will search for. Your ad will then be shown at the top of the first page on Google.
Tip #5: Define your strategy
First of all, research what your competitors are doing:
- What keywords are they using?
- What messages do they use?
- What words do they mention in their ads?
- What locations do they target?
- What does their landing page look like?
You can research both your direct competitors and bigger companies in your field. It’s a smart move to imitate a competitor’s strategy at first, because chances are good that they’ve already tested different messages and are currently running optimized ads, so you’ll have a starting advantage. From there you can optimize your own campaigns by tweaking them to best capture your audience’s attention.
Tip #6: Establish clear KPIs
Understand your KPIs and what you’re trying to achieve with your campaign so that you are using your resources wisely. Don’t simply spend money to get traffic to your website, because traffic alone is not what you need. You need to have a clear KPI that will show the return on your investment and help you engage with your audience and build a long-term relationship with them.
Tip #7: Test for quality and effectiveness
Just as with Facebook, when you begin your first Adwords campaign, do a QA test to make sure your tracking works. Find your Adwords ad by searching it on Google, clicking it, and making sure it directs you to the right page and prompts you to do whatever you’d like your users to do. Also make sure that your ad appears in the Adwords tracking system.
Tip #8: To save money, run long tail campaigns
You can still run Adwords campaigns even if your budget is tight, but they’ll work differently than big budget ones.
When your budget is small, you don’t want to use common or generic keywords that signal low purchasing intent. Instead, use long tail (longer) keywords that signal bigger purchasing intent. For example, if you’re selling furniture in Chicago, and you want to have a specific ad for your couches, exclude exact keywords like, “buying couch,” or, “buying a couch,” from your ad. Instead, create unique ads for more specific queries, such as, “white three-seater couch Chicago,” and, “black two-seater couch Chicago.”
A user who searches for, “buying a couch,” is looking for a couch, but has no clear idea of what he wants. He’ll most likely spend a long time browsing couches online before deciding to buy one. But someone who searches for a, “white three-seater couch,” knows exactly what she wants, and simply needs to find the place where she can buy it. Your job is to provide your users with a specific ad and landing page where all of your white three-seater couches can be found. You’ll soon find yourself with new sales.
Facebook Advertising
Dvir Lifshits
Fiverr’s Social Advertising Team Leader
Facebook advertising includes Facebook’s ad platform, which allows you to create unique ads for your target audience that will pop up in their feed.
Tip #9: Segment your audience
Facebook gives you the ability to target different users with different ads. This can be used to your advantage if, for example, your business targets both men and women who vary in geographic location and in age – a 20-year-old European woman will notice different ads than a 45-year-old American man. Segmenting your audience will allow you to show the most persuasive ads and images to the different segments of your target audience.
Tip #10: Run a simple quality test
When you begin your Facebook campaign, take few minutes to make sure your tracking works. Find your ad on Facebook, click on it, and verify that the ad does what you’d like it to do. For example, you wouldn’t want to spend money on advertising without being able to count your paying users.
Tip #11: Optimize with oCPM targeting
When you run Facebook ads, there’s usually an action you want users to take, such as register on your website, submit a form, or buy your product. If you notice that some users are taking action you’re aiming for while others aren’t, you can start optimizing your campaign to prompt more of your target audience to carry out the desired action.
There are a few ways to optimize your campaigns. You can choose to optimize by cost per 1,000 impressions (CPM) or by optimized cost per 1,000 impressions (oCPM).
Generally, optimizing your campaign by CPM means that the ad that brings the most clicks is seen as the best from Facebook’s perspective. But this can be a problem if your ad is eye-catching and click-worthy, but users who click your ad do not carry out the action you want them to.
oCPM targeting, on the other hand, makes sure that if your goal is to get Facebook users to subscribe to your service or provide you with their contact details, Facebook will optimize your ad and show it to users who will carry out your desired action.
Tip #12: Get straight to the point
People don’t log into Facebook with the intention of finding your product or clicking on your ads. So if you want to capture their attention, you need to do it with a clear message. If your message is too sophisticated or uses elaborate metaphors or complicated explanations, you risk losing your audience.
Tip #13: Try out several images to find the most effective one
With Facebook advertising, image is everything and will make or break your success. So make sure that you test as many different images, colors, and shapes to find out which type of image best draws and keeps your audience’s attention.
Affiliate and Partnerships
Dani Mansoor
Fiverr’s Affiliate Manager
There are other websites related to your niche that will help you get more customers and boost revenue. Affiliate and partnerships are about finding those websites and closing deals that will be beneficial for both businesses.
Tip #14: Find relevant partnership opportunities
Study your target audience and discover their needs so that you can then understand what queries they’re searching for (answerthepublic.com is very helpful for this). Next, search these queries on Google and try to see if you can partner with the websites listed on the first page of search results. These websites are getting the most traffic, so if they agree to promote you on their website, you’ll soon find more customers.
Tip #15: Find your competitors’ partnerships
Search Google for your competitor + review or any other business related to your niche + review. This search will reveal the websites that wrote reviews about your competitors or similar businesses. These reviews may also link to your website.
In order to have a positive online presence, you need to get involved as much as possible with the websites that write reviews about you. First, make sure the reviews are positive. Second, get a link from the review back to your website. This link will help get you business, because users who searched for your brand + review are potential customers who are most likely to buy if they see positive reviews about you.
Sometimes having this link will cost $X a month. You can also ask the websites who wrote the reviews to work with CPA, meaning that they will get $X for each user who came from their website and bought your service or product while of course the value of a customer on your website should be higher than $X.
Tip #16: Content, content, content
When partnering with other companies, content usually works better than banners. Why? If a banner doesn’t help with conversion, it’s useless. But content is education, branding, and information. It informs users about you and your business, even if the user doesn’t buy your product or service right away.
Retention & Email Marketing
Daniel Raz
Fiverr’s Retention Team Leader
Email marketing includes any communication you do with your audience via email, whether it’s efforts to drive traffic to your website, engaging your users with content and news, or sending promotional offers.
Tip #17: Ensure mobile responsiveness
Nowadays, over 70% of users open their emails on their mobile devices. One of the most important aspects of email marketing is to ensure your emails look good on mobile devices. There are several free email tools that allow you to preview how your email will appear on a generic mobile device. To make sure your email looks perfect across all devices (iOS, Android, Outlook mobile, etc.) check it live on a few different operating systems, especially on Android and iOS.
Tip #18: Avoid SPAM words
Certain words are constantly flagged as spam and will condemn your email to the SPAM folder. The best practice is to avoid these words completely, so make sure you are aware of SPAM words particular to your industry (examples include “affordable,” “cheap” and “lowest price”) and remove them from all of your communications.
Tip #19: Celebrate your brand’s magic moments
In every life there are “magic moments” that should be celebrated. For Fiverr users, these “magic moments” could include the first time a seller opens his Gig or makes a sale. Take time to map out these moments and celebrate them with your users. These emails tend to have a much higher impact than regular newsletters or offers, as they relate to an action the user performed while engaged with your product. Generally, marketing emails for eCommerce have between a 10–25% open rate, while Fiverr’s emails congratulating users on their first purchase have open rates of over 60%. Transactional emails are also an opportunity for up-sells and cross-sells, so it’s important that you know your order flow inside-out, and find those areas where you can optimize content.
Conversion Rate Optimization
Ben Blanki
Fiverr’s Conversion Manager
Conversion rate optimization is about increasing the ratio between your potential customers and your paying customers. It’s important to make your website’s buying process faster, easier and simpler.
Tip #20: Test Different Messages
When you sell a product, you can promote it by:
- Emphasizing your customer’s needs and how your product answers them
- Emphasizing the features and functions of your product
- Emphasizing the advantages of your product compared to your competition
It’s a good idea to test which of these messages are the best at convincing your customers to buy your items so that you can focus on the one that is most effective in bringing in sales.
Tip #21: Test whiteboard and explainer videos
If you’re running Facebook and Adwords campaigns, add a whiteboard or explainer video to your landing page and see if you get more clicks, leads and registrations. There’s a good chance that your audience would prefer watching a short and funny video about your product instead of reading about it.
Tip #22: Optimize loading time
Slow loading time is a major reason for exit rate. Especially on mobile, every extra second you make users wait you lose more users. If you use paid advertising, make sure your loading time is no longer than four seconds on mobile – fixing your loading time will optimize your conversion.
Tip #23: Make your forms easy to use
If your landing page contains a form, there are two ways you can go about optimizing it:
- Minimize the number of fields as much as possible – short forms usually have better completion rates.
- Add two fields at the beginning of your form that ask users easy questions they’ll be happy to answer. This way, you’ve already prompted the user to start your form. When users start a form, they’re more likely to finish it.
Compare the completion rate of these two options, and see which type works best for you.
Copywriting
Yana Hudis
Fiverr’s Copywriter
Social Media management, SEO, Retention, SEM, or Affiliate Marketing. All profitable methods to grow your business and all have one element present throughout: Copywriting. Words are ultimately what make people click.
Tip #24: Add Urgency To Your Copy. ASAP.
The longer your customer waits before taking an action, the less likely this action will happen. One way of incorporating urgency in your copy is attaching a specific timeframe or deadline to your messages i.e short-term promotions. Some options:
- “Ends Today”
- “Only X days left”
- “Act fast”
We ran a test to see which of these messages performed best as part of an email subject line. The winning message managed to increase open rates from 12.6% to 17.9%. And you only have X days left to guess which.
Don’t have a promotion you can add a deadline to? Then drop the deadline and focus on the headline. Add a sense of urgency by using time-sensitive language. Focus on the feeling of time. Even better, focus on time wasted not purchasing. We ran a google display campaign targeting visitors of the site who had yet to make a purchase. They were either shown a display Ad that had a general description of what Fiverr is or one that read “You could have finished that project by now.” No deadlines. No promotion. But the feeling of urgency still outperformed.
Tip #25: Make It Rhyme
The easier something is to read, the easier it is to believe. The more your customers believe you, the more they are persuaded to buy. To keep it short “if it’s like a song, it can’t be wrong.” Rhymes are also easier to remember. At the end of this blog post, see what lines stick out. My guess is “If it’s like a song, it can’t be wrong” will be one of them. The more your users remember you, the higher the chances they will choose your product over competitors.
Tip #26: Ask and you shall receive
Whether it’s in a Landing Page Header, a Facebook Ad, or a subject line for a retention campaign, asking questions that get your readers saying “yes” increases the probability they will say “yes” again. This is especially true for direct response campaigns. If you want a direct response, give your customers a question to respond to. Try to stay away from open-ended questions. To keep it simple, stick to asking Yes/No questions. Even a simple change from “Custom Logo Design” to “Need a Logo?” increased the Click through rate by 25% and the Conversion rates by 213%.
If you’re not dealing with direct response campaigns, the answer to the question doesn’t always have to be yes. Instead, it can provoke curiosity, a known psychological trigger that attracts your reader’s attention. Where can you incorporate curiosity? In subject lines. Subject lines with open-ended questions increase open rates. Just make sure you include the answer to your question in the email itself; otherwise, you lose the trust of your readers.
Conclusions
Digital marketing strategies should play a prominent part in any successful business’s plans. When beginning your digital marketing efforts, it’s best to implement all of these strategies to find out what works best for you. It’s likely that your competitors are already using many of them, so by employing as strategies as possible, you’ll make sure that you’re caught up to your competition. Our sellers at Fiverr are proven professionals, and with these tips and their expertise, you’ll be on your way to better business.
Which digital marketing strategies have you used to boost your business? Are there any digital marketing tips we’ve overlooked? Tell us in the comments below!
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