MarTech – White Shark Media

Artificial Intelligence for Lead Generation – The Latest from Google’s Product Leads

Daniel Alvarado — Thu, 17 Aug 2023 14:58:30 +0000

White Shark Media had the pleasure of being invited to an exclusive Agency event at Google’s offices in Los Angeles on June 21st, 2023.

The main topic of the event? How Google’s suite of AI features can be put to best use for Lead Generation businesses.

This year, starting with the Google Marketing Live and then followed by Google IO, there’s been a big push towards artificial intelligence for lead generation from Google. This Agency summit was no different, and the initial keynote sparked discussions around the current state of AI, the launch of Bard, generative AI, and striking a balance between human creativity and AI-driven automation as a way to drive marketing efficiencies.

* AI Adoption is touted as a means to increase revenue in Google products.

Here are some of my key takeaways from the main talks at the event:

1. Advertisers need to take the time to truly understand each client’s unique Lead-to-Sale journey.

For the longest time, advertisers have focused on online conversions only. I’d even venture to say that most are still using Target CPA or Maximize Conversions today as their only two bidding strategies for Lead Generation businesses.

A big culprit here is that offline conversions are often “scary” to implement for most, and unless you have a “true” sale with “real” values, why would you bother to try value-based bidding right?

The solution? Asking clients the right questions to understand what happens after an online conversion:

How long does it take to get to that next step? (Time lag)
How many leads will make it through to the next step? (Conversion Rate)
Can this information be fed back to Google automatically? (Tracking)
- If not, can this information be exported regularly?
Is there a value we can assign to this step? (Values)
Will the value change for any given lead? (Dynamic vs. Static Values Types)

We can repeat these questions until we make it to “real revenue.” A final example would look like this for an education client:

Source: Google

The goal here is to create a predictable and well-oiled system to supply Google with differentiated conversion values for the deepest stage of the buyer journey, which has at least 15 occurrences in 30 days.

To decide which is the right bidding strategy we should take a look a this chart

Source: Google

This will then enable us to switch from a “least preferred” Target CPA or Maximize Conversions to a “most preferred” Target ROAS or Maximize Conversion Value option instead – which Google claims will have most advertisers see a significant uplift in Conversion Value.

*Google claims that switching from tCPA to tROAS often brings about an increase in conversion value at a similar ROAS.

2. The GCLID is Dying, and Agencies Need to Upgrade to Enhanced Conversions for Leads and Web.

There are so many changes across the web as privacy continues to be at the forefront of lead generation businesses’ and consumers’ minds. We know Google’s plan to phase out 3rd party cookies by the second half of 2024 remains strong, Apple has already phased out several 3rd party cookies with their Intelligent Tracking Prevention Features, and on top of these changes, almost everyone now has multiple devices they use to complete a buying funnel.

With all of these hurdles, the good ‘ol GCLID cookie that we needed in order to get proper conversion attribution is now a thing of the past.

To remedy this cookie problem, Google launched Enhanced Conversions for Web last year, which in essence, uses the Email addresses and Phone Numbers of leads (hashed, of course – meaning they don’t store the “real” personally identifiable information) and tries to match them to signed-in users to determine cross-device conversions and other metrics.

During the session on Wednesday, we received a refresher on the other type of Enhanced Conversion, Enhanced Conversions for Leads – a similar solution specifically designed for offline conversions.

The main benefit of EC for Leads is that we should be able to get more offline conversions attributed, as

You are more likely to match to an Email address than it is to match to a GCLID that you typically lose in the process.
You don’t need to create custom CRM fields to keep track of the GCLID in your leads.

Source: Google

More importantly, if you recall from our earlier point, this is all connected to supplying Google with more conversion data from further down a given customer’s buying funnel. On paper, this should impact your bidding strategy’s effectiveness and improve campaign performance.

Source: Google

* Google claims that advertisers using Offline Conversion Imports see a +20% increase in conversion value.

Google also announced that it will release an improved version of its Salesforce connector to Google Ads, which will now support importing Enhanced Conversions for Leads, whereas it currently only supports offline conversion imports using the GCLID.

3. Broad Match Keywords Will Soon Be the Only Match Types That Matters

Google dedicated a full session to elaborate on how Broad Match is vastly different from other match types, and how many improvements (over 20) they’ve rolled out to improve the way these keywords are matched to queries at auction time.

We learned that Broad match keywords are receptive to more signals that Exact & Phrase are not, such as Landing Pages, other Keywords in a given Ad Group, Previous Searches (intent), and User Location.

Source: Google

Google also reiterated that “15% of all searches are new”, and therefore Broad Match is the “ideal” way to make sure your reach isn’t limited by keyword coverage. They suggest not removing your other match types but ensuring you have a corresponding Broad Match to avoid being restricted.

After working with Google Ads for over 10 years, you sort of become a “Broad Match Antagonist,” hearing these claims is often a hard pitch for agencies (and even some advertisers). That being said, the narrative – on paper – checks out, as Google isn’t pitching Broad match keywords alone but rather as a synergistic strategy with value-based bidding.

Source: Google

Putting Broad Match Keywords into Perspective

If you think of it, it makes sense and ties all of the previous points together:

Work with your clients to outline a proper lead-to-sale journey.
Implement enhanced conversions for qualified leads to feed offline conversions and differentiated values back to Google.
Use a value-based bidding strategy such as tROAS or Maximize Conversion Value.
Use broad match keywords to maximize your traffic potential – including queries you didn’t think of.
Over time, the bidding strategy will be able to predict which of these queriesare not only relevant but also likely to convert and turn into revenue.

Brand Restrictions for Broad Match Keywords in Google Ads

Google also quietly announced the launch of Brand Restrictions, which are starting to roll out to all accounts now. The feature allows you to have your branded keywords in Broad Match – and the increase in reach that comes with it while restricting traffic to only serve on searches that include the brands you select or products related to those brands.

This feature is different from adding negative keywords, as it’s more of an “inclusion” list as opposed to an exclusion.

Source: Google

Advertisers Not Embracing AI-powered Automation Are Likely to Fall Behind

It’s no longer about whether or not you use artificial intelligence for lead generation in your workflow as a marketer, but rather how. After all, times are changing, and AI is not the enemy.

We all (advertisers, clients, and the general population) need to be creative about what business processes or activities AI can help us with, whether it’s to expedite learning to drive efficiencies, multiply performance, or facilitate decision-making.

Exciting times are ahead!

Have questions about how to make the best use of Google-powered AI for lead generation businesses, including how to set up offline conversions or how to improve your campaign performance? Get in touch with us at info@whitesharkmedia.com or fill out our contact form.

Mastering Landing Page Management for an Outstanding User Experience

Grecia Guzman — Mon, 12 Jun 2023 15:59:12 +0000

Mastering Landing Page Management for an Outstanding User Experience

Landing pages are often the first interaction users have with your brand or product. Therefore, it is important that you understand the basics of UX (User Experience) to create and design an effective landing page.

UX refers to the experience users have when interacting with a product, website, or application. For landing pages, UX is also crucial because it directly impacts the success of the page in generating conversions and capturing leads.

In this blog, we’ll discuss 5 UX tips to get an intuitive and effective landing page that maximizes conversions, engages users, and creates a positive first impression.

1. Maintain a Consistent Visual Style

One key to an effective landing page is having a consistent visual design to provide a cohesive and professional user experience. You should maintain a consistent color scheme, typography, and image style that match your brand identity. Moreover, visual consistency increases brand recognition and builds trust among users.

Maintaining a clear visual hierarchy that guides the user’s eye to the call-to-action (CTA) button or form is also essential. You can follow the inverted pyramid design, which consists in placing the most important information at the top, like headings, followed by more detailed information as subheadings, and finally, a CTA button for the user to interact with.

Keep in mind to only show the most essential information on your landing page. You should eliminate any unnecessary sections, elements, or components that may divert the user’s attention away from the main goal.

The Top 6 Must-Have Components for High-Converting Landing Pages

2. Make Sure Your CTA Stands Out

Your call-to-action (CTA) button is the gateway to conversion. Try to use contrasting colors, clear and concise text, and an attractive design to make it stand out. In addition, you can follow these tips to ensure that your CTA is strategically placed and easily recognizable:

Experiment with button shapes, gradients, shadows, or other design elements that make your CTA visually appealing and clickable.
Create CTAs that are big enough to stand out on the page.
Avoid crowding the area around your CTA.
Keep your CTA to five words or less.
Instead of using “submit”, use action verbs to tell your visitors what to do. For example: Get, Download, Buy.

3. Keep Your Forms Simple

An effective landing page should have a user-friendly and easy-to-fill form. Therefore, try to only ask for essential information to minimize user effort and increase conversion rates. Also, consider using an autofill feature to make the form-filling process easier.

Users may be hesitant to complete a form if it requests sensitive information. For this reason, confirmation messages, clear error validation, and intuitive labels are also important to increase user confidence. Whenever possible, try to avoid a vertically long form on your page, if you need to collect a lot of information, you can split the form into two columns to make it look shorter.

4. Remember to Keep a Responsive Design

Nowadays, many users access the Internet primarily through mobile devices. Therefore, it is important that your landing page design is responsive and provides a seamless experience across different screen sizes.

Achieving a great responsive design requires optimizing layouts, images, and content for small screens without sacrificing readability or functionality. You can run tests to ensure your landing page looks and works well on mobile.

Also, make sure that your landing page meets the following requirements:

Fast loading on mobile.
Big CTA buttons.
Small blocks of text.
Font size larger than 16 pixels.
Non-intrusive pop-ups.
Phone numbers are clickable.

In addition, you can use the Google Mobile-Friendly Test to verify if your landing page is optimized for mobile devices.

5. Don’t Forget About Social Proof

The concept of social proof refers to people who copy and imitate the actions of others to show accepted or correct behavior, this is based on the idea of normative social influence. Therefore, you can increase brand credibility and trust by providing social proof on your landing page to reassure and encourage potential users to take action.

Here are different ways to show social proof on your landing page:

Testimonials
Reviews
Ratings
Case studies
Client logos
Trust badges
Customer stats
Years in business
Number of clients

In Conclusion

UX is a critical component for an effective landing page design. It impacts user engagement, conversions, trust, and overall brand perception. By prioritizing UX and continuously refining your landing pages based on user feedback and data-driven insights, you can create a compelling user experience that drives results and helps you achieve your business objectives.

You can also check our landing page services, we have various and different templates that you can choose. Each template follows the UX best practices to create an effective landing page that converts.

How Google Ads Is Being Revolutionized by AI

Miguel Saballos — Fri, 02 Jun 2023 16:04:09 +0000

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Artificial Intelligence (AI) has emerged as a revolutionary force, reshaping industries across the board, and digital marketing is no exception. With its ability to analyze vast amounts of data, automate processes, and deliver personalized experiences, AI has become a game-changer in the digital marketing landscape.

In this article, we will delve into the world of AI, exploring its definition, capabilities, and the profound impact it is making on digital marketing, especially in Google Ads.

Understanding AI

Artificial Intelligence refers to the development of intelligent machines capable of mimicking human cognitive functions, such as learning, reasoning, problem-solving, and decision-making. AI systems leverage algorithms, statistical models, and vast data sets to analyze information, recognize patterns, and generate insights, enabling them to perform tasks with speed, accuracy, and efficiency.

This technological marvel holds immense potential to revolutionize the way businesses approach digital marketing.

The Impact Of AI on Marketing

AI-powered technologies have opened up new avenues for delivering personalized customer experiences. By analyzing user behavior, preferences, and historical data, AI algorithms can segment audiences with precision, allowing marketers to tailor content, offers, and recommendations to individual customers.

Whether it’s dynamic website personalization, personalized email campaigns, or targeted product recommendations, AI empowers marketers to create highly relevant and engaging experiences, enhancing customer satisfaction and driving conversion rates.

How is Google Ads Evolving?

Unlocking the potential of cutting-edge Artificial Intelligence (AI), Google has been at the forefront of developing innovative products that elevate advertising to new heights while ensuring responsible practices. Google AI empowers advertisers by enhancing ad performance, fostering creativity, and safeguarding against ad fraud.

Discovering with Deeper Insight

With remarkable progress in large language models (LLMs), there has been a significant leap forward in comprehending intricate search queries. This breakthrough has revolutionized the way Google AI assists users in their search journeys, offering them comprehensive and insightful responses to their queries.

Whether individuals are seeking in-depth knowledge on a specific topic or looking for their perfect purchase, Google AI is equipped to provide tailored and meaningful information, enabling users to navigate the digital landscape with ease and confidence.

Optimizing Performance in an Evolving Market

AI is revolutionizing the advertising landscape, empowering advertisers to navigate and thrive in a complex and dynamic environment. For example, Performance Max leverages Google AI to uncover untapped opportunities. By providing campaign goals and creative assets, advertisers can enjoy automated generation and execution of highly effective ad campaigns across Google channels.

Empowering Creative on Emerging Formats

As consumers engage across a multitude of formats and platforms, AI is revolutionizing how businesses connect with their target audience. Google AI assists advertisers in seamlessly creating assets that adapt to various formats. For instance, vertical creative assets integrated into Video action campaigns drive 10% to 20% more conversions per dollar on YouTube Shorts, complementing landscape assets.

Preserving Privacy with Innovative Solutions

Google is at the forefront of introducing privacy-preserving technologies that foster business growth while respecting user data. The Privacy Sandbox, a collaborative open-source initiative involving the ads industry, web browser developers, and technology companies, aims to replace tracking methods that rely on cross-web and mobile tracking.

To safeguard privacy, Google’s ads teams have been exploring interest-based ads that utilize privacy-preserving signals, such as the Topics API from the Privacy Sandbox, instead of relying on third-party cookies. Encouraging results indicate that delivering relevant digital ads can prioritize user privacy while still achieving favorable outcomes for advertisers and publishers.

Wrapping Up!

As AI continues to advance and permeate various industries, its impact on digital marketing is undeniable. From personalized customer experiences and advanced data analysis to automation and enhanced targeting, AI empowers marketers with tools and capabilities that were previously unimaginable.

Embracing AI-driven technologies and strategies is no longer a luxury but a necessity in today’s digital landscape.

If you found this information useful and want to learn more about updates in the digital marketing world, make sure to subscribe to our blog!

Top AI Tools for Audiovisual Production in 2023

Miguel Saballos — Thu, 11 May 2023 21:47:57 +0000

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As per a study conducted by Salesforce, more than half of the marketers, i.e., 51%, are utilizing AI in some way, while 27% plan to adopt it within the next two years. This indicates that AI is rapidly becoming an essential tool for businesses to stay competitive in the marketing landscape.

AI tools can assist marketers in various ways, including data analysis, campaign optimization, and customer engagement. For instance:

AI-powered analytics can help businesses make sense of large volumes of data and provide insights that can inform decision-making.
Also, optimize campaigns by identifying the best channels to reach target audiences and automating tasks like ad placement and budget allocation.
Additionally, AI can enhance customer engagement by personalizing interactions and improving customer service through chatbots and virtual assistants.

As we move into 2023, it is essential for businesses to stay up-to-date with the latest AI tools and technologies to keep their marketing strategies effective and relevant. If you are curious about the AI tools that would be beneficial for your marketing endeavors in 2023, read on!

Midjourney for Images

Midjourney is an innovative artificial intelligence program and service that has taken the image generation world by storm. This San Francisco-based independent research lab, Midjourney, Inc., has developed a unique platform that generates stunning images from natural language descriptions, also known as “prompts.” This technology is similar to OpenAI’s DALL-E and Stable Diffusion but offers a more dream-like arty style to your requests.

This tool sets itself apart by offering a distinctive style that appeals to those working within science-fiction literature or artwork that requires a more gothic feel. Unlike other AI generators that lean more toward photos, Midjourney is more of a painting tool.

With Midjourney, users can unleash their creativity and explore new artistic avenues, creating stunning images that were once only imaginable. Whether you’re an artist, writer, or marketer, this powerful tool can enhance your creative output and bring your vision to life.

So, if you’re looking to take your creative work to the next level, Midjourney is the perfect tool to help you achieve your goals.

Boomy for Music

Boomy, an AI online music generator founded by Alex Mitchell in 2018, has taken the music industry by storm. With its powerful AI technology, Boomy provides an effortless way for users to create original music without any professional music theory knowledge. Users simply need to select a specific music genre, and Boomy will generate original songs in a matter of seconds that are sure to impress.

Boomy has already created over ten million songs, accounting for an impressive 11.82% of recorded music in the world. As such, it’s no surprise that more and more music professionals are turning to Boomy as their go-to tool for creating music that is original and captivating.

In the advertising industry, Boomy is the perfect complementary tool for audiovisual production, enabling creators to easily generate original background music for their campaigns without requiring any music theory knowledge. With Boomy, you can create captivating music that perfectly complements your visuals, helping to capture your audience’s attention and leave a lasting impression.

Runway for Video Content

Get ready to revolutionize your video production with Gen-1, the groundbreaking AI model that can transform existing videos into new ones with the help of text prompts or reference images. Developed by Runway, a leading AI startup since 2018, Gen-1 offers superior quality compared to other text-to-video models, making it a must-have tool for video editors, filmmakers, and VFX artists alike.

The best part? Gen-1 is designed for both beginners and experienced users, with advanced options that allow you to fine-tune your results and experiment with different settings. And thanks to the valuable insights gathered from the beta testing community, the final product is more accessible and intuitive than ever before.

With Gen-1, the future of AI-generated videos is here, and it’s an exciting one. From TikTok content creators to major film studios, Runway’s connections ensure that this new tool will have a transformative impact on AI-assisted video production on a wider scale. So why wait? Start exploring the limitless possibilities of Gen-1 and discover a new era of video production.

ChatGPT for Scripts

ChatGPT is the latest in AI chatbot technology, developed by OpenAI and released in November 2022. This impressive tool is built on top of OpenAI’s GPT-3.5 and GPT-4 families of large language models and fine-tuned using both supervised and reinforcement learning techniques.

What does this mean for you? Well, ChatGPT is a powerful and intuitive way to generate text quickly and efficiently. With just a question or prompt, you can receive paragraph after paragraph of detailed and informative text, including full articles or essays.

This makes ChatGPT an essential tool for anyone looking to streamline their content creation process. Plus, it’s completely free to try!

According to Ryan McPherson, an associate professor of practice in the UTSA Communications Department, ChatGPT is one of the most revolutionary technologies to impact society in recent years. It’s the perfect solution for when you need to explain complex concepts to others in a clear and concise way.

Whether you’re a marketer, writer, or just someone who needs to communicate ideas effectively, ChatGPT is the answer you’ve been looking for. Say goodbye to endless searching on Wikipedia or Google – with ChatGPT, you have a simple and easy-to-understand solution at your fingertips.

Takeaways

In today’s fast-paced digital world, staying ahead of the curve is essential to success. That’s why at our digital marketing agency, we’re dedicated to leveraging the latest technologies and trends to help our clients achieve their goals.

We’re committed to staying at the forefront of the industry and constantly exploring new ways to streamline our processes and drive results. With our cutting-edge AI and automation tools, we’re able to work more efficiently than ever before and deliver unparalleled value to our clients.

If you’re looking to stay ahead of the curve and stay on top of the latest trends in marketing, we invite you to connect with us. Whether you reach out directly or subscribe to our online blog, we’re here to help you stay informed and succeed in the ever-evolving digital landscape.

If You Don’t Have These Martech Tools in Your Stack, You Are Not Being Totally Efficient

Miguel Saballos — Wed, 15 Feb 2023 21:18:19 +0000

The digital marketing landscape is ever-evolving, and technology has become crucial for these ongoing advancements. The martech industry was valued at over $121 billion in 2021, and the number of marketing technology solutions has increased from 150 in 2011 to over 8,000 in 2021.

Martech, or marketing technology, refers to the software and tools that organizations use to manage and optimize their marketing efforts. These solutions can include a wide range of tools, such as marketing automation software, email marketing platforms, analytics tools, social media management tools, and many more.

At this point, we can say with confidence that regardless of the nature of your business, it is a must to make smart use of technological tools in order to stay competitive.

As a leading digital marketing agency, we understand the importance of utilizing the right martech tools to stay competitive. In this article, we will be sharing our top 6 recommendations for the most relevant martech tools in 2023.

Optmyzr: The All-In-One PPC Advertising Management Solution for Streamlined Campaign Optimization

Marketing technology is crucial when it comes to paid advertising. In fact, a martech tool can greatly improve the efficiency and effectiveness of a pay-per-click (PPC) advertising campaign by streamlining repetitive tasks, reducing human error, and allowing for data-driven decision-making. For this purpose, you can’t miss Optmyzr!

This is a comprehensive PPC advertising management platform designed to streamline and optimize large-scale campaigns across multiple platforms such as Google Ads, Microsoft Ads, and Amazon Ads.

With Optmyzr, marketers can generate custom bid rules, manage budgets, pause ads with errors, and gain insights into campaign performance through budget forecasts, quality scores, cause charts, and geo analysis. The platform also includes real-time data, interactive dashboards, and customizable reports with custom logos, charts, and metrics.

Improving SEO and PPC Campaigns with Semrush

This is the martech tool that will not only help you operate your PPC campaigns but also make the most out of your SEO efforts, Keep in mind that the best way to build a strong online presence is by combining paid with organic, and that’s why this tool helps you with both!

Semrush is a digital marketing tool that was founded in 2008 by its current CEO, Oleg Shchegolev. It is a widely used SaaS platform with over 7 million users and is primarily utilized by marketers to enhance their SEO and PPC campaigns.

This software provides a comprehensive suite of SEM (search engine marketing) services, including keyword research, backlink analysis, SERP tracking, and website audit. These features allow users to optimize their websites for search engines and drive targeted traffic to their sites.

Unlocking the Potential of Your Website with Google Analytics

Well, we have mentioned a couple of independent martech tools, but we need to be fair and highlight the importance of this amazing software developed by the advertising giant “Google.”

Google Analytics is a web-based tool that allows you to monitor and analyze your website’s traffic and user behavior. It works by inserting a small piece of JavaScript tracking code on each page of your site. This code collects data about users’ interactions with the page, including information about the browser, device, and source of the traffic. The collected data is sent to Google Analytics, processed, and stored in a database where it can’t be altered.

You can customize how data is processed and create reports that provide insights into your website’s performance.

CallTrackingMetrics: The Perfect Tool for Streamlining Communications and Improving Lead Generation

If you wish to track essential data, make more data-driven decisions, and enhance communication, you must try this one!

CallTrackingMetrics is a conversation analytics solution that provides marketers with data to make informed decisions. It offers a comprehensive set of contact center tools designed to streamline communications between marketing, sales, and customer service teams.

The platform helps to eliminate wait times and transfers by providing lead center teams with a range of tools, such as automated call routing, instant text follow-ups, and lead management features. This enables teams to capture and qualify more leads and improve lead-generation efforts.

Revolutionizing Customer Relationships with Salesforce

There is not much need to make a huge introduction for this one. This martech tool basically dominates the CRM field, and that’s why we are devoted to it.

Salesforce is a customer relationship management (CRM) platform that is becoming a leading CRM in the industry, offering a range of services that allow businesses to engage with current and potential customers beyond a surface level by improving their connections.

This tool identifies top leads and provides suggested actions and next steps for customer acquisition. Salesforce is designed to keep customers satisfied and improve brand loyalty.

Unleashing the Power of Marketing Data with AdClicks

Last but not least, we have AdClicks!

This is a tool designed for marketing professionals by marketing professionals. It offers real-time data access through easy, flexible download queues and scalable worker threads.

This platform also combines self-hosted data and on-demand requests and includes a validation process to ensure data consistency. AdClicks simplifies the process of report automation, white-label reporting, and persuasive narratives. Moreover, it centralizes marketing data from various sources, including PPC, SEO, Social, Call Tracking, and CRMs, in a user-friendly data analysis and presentation platform.

Closing Thoughts

It is important to have updated marketing tools as technology and consumer behavior constantly evolve, and having the latest tools helps businesses stay ahead of the competition. Up-to-date marketing tools provide access to current data, allowing for more informed and effective decision-making. They also offer new features and improved performance, making marketing processes more efficient and effective.

These top 6 recommendations provide a comprehensive suite of solutions for PPC & SEO management, website analysis, customer relationship management, sales optimization, and report automation. Choose the tools that best fit your needs, and start utilizing the full potential of martech in 2023.

For any doubts regarding digital marketing campaigns and the tactical use of Martech solutions, you are more than welcome to schedule a free consultation with one of our experts.

Martech for Realtors: Is This Really a Worthwhile Investment?

Miguel Saballos — Fri, 16 Dec 2022 22:56:29 +0000

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Did you know that most marketing teams allocate the greatest part of their budgets to Martech?

Marketing technology, also known as Martech, refers to software solutions used by marketers to support multiple objectives and drive better results. These technological tools have become crucial for marketing optimization and innovation across all industries. This is why Martech takes a 26.6% share of marketing budgets, according to research from LXA.

Although realtors were not the first to embrace these solutions and were reluctant to change their approach, that has changed, and now they are seeing for themselves the benefits of using this technology. As a matter of fact, 53% of real estate companies are now investing in martech.

Thanks to all these constant advancements in martech for realtors, you will be able to find a variety of software that you can use for specific purposes. Keep on reading to learn how these solutions are being implemented to help marketers reach their goals in the most optimal ways.

Automated Lead Management

One of the most significant benefits of martech for realtors is that many processes can be automated, which is optimal for reducing workload. Everything around lead generation and management can be very time-consuming since you have to interact, qualify and follow up on your leads.

Don’t stay behind! This is something that you can get off your plate just by using conversational chatbots. AI is perfect for taking over these initial interactions by responding to queries, gathering information, qualifying leads, and guiding prospects in the right direction.

You might think that using a chatbot could be a bit impersonal, but don’t worry. With AI, you can continue to offer personalized attention since these mechanisms are constantly learning from experience and adjusting to provide optimal answers and make the right questions. From your prospects’ perception, it will be a normal and smooth interaction.

Customized Approach

Thanks to how digital advertising has evolved, it is now way easier to access and track the data from your customers, including their characteristics, interests, and how they have interacted with your assets.

With AI-powered tools such as Google Analytics, you can process all this information and use it to target segmented markets and create tailored content.

Visual Content at Hand

Another benefit of martech for realtors is visual content management. No real estate campaign will succeed without attractive and engaging visual assets. In the beginning, getting high-quality visuals for your campaigns was a complex process since you had to use additional platforms and then find a way to upload the content to your campaigns, which was not practical at all. Nowadays, you will not have this problem when using top digital marketing platforms like Google Ads.

Most of these platforms allow you to edit, store and manage all your visual content, including your images and videos.

The Advantage Of Mixing Up PPC And Martech For Realtors

When you know how to create your real estate ppc campaigns strategically and how to leverage martech, there is no doubt that you will knock it out of the park. But facts speak louder than words.

One of our clients, who owns a real estate agency focused on selling residential properties in Miami and Fort Lauderdale, wanted to improve its lead generation campaigns’ ROI and increase the overall number of calls to his business.

Our Actions:

Created targeted campaigns.
Added relevant locations using Google Analytics insights.
Installed contact form submission tracking.
Added an extensive negative keyword list to prevent irrelevant traffic.
Revamped ad copy text following best practices.

The Outcome?

We were able to improve the following metrics:

Increased Conversions by 271%
Boosted Traffic by 121%
Achieved a Conversion rate of 68%
Decreased Cost per Conversion by 49%

Our PPC specialists have worked with multiple real estate agencies over the years. They have discovered that a basic ppc strategy standing on its own is not enough to survive in such a competitive environment. There are other complementary elements that you need to keep in mind, such as SEO, alternative digital channels, and last but not least, a complete martech stack.

Learn more about other ppc strategies and tools that can help you achieve all your marketing objectives by reviewing more of our content.

You’re Using Marketing Automation All Wrong; Take a Look at These Trends

Miguel Saballos — Wed, 27 Jul 2022 22:50:37 +0000

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Did you know that 63% of marketers plan to increase their marketing automation budget this year? And this is no surprise; the stats speak for themselves:

63% of the leading brands using marketing automation have outperformed their competitors in sales and ROI.
78% of advertisers affirm that marketing automation is the primary factor for revenue increase.
77% of business owners saw an increase in conversions after adopting marketing automation.

If you have not embraced marketing automation, now is soon enough. The advantages you get out of adopting these technological solutions are countless. You can basically automate every part of your marketing process, saving time and money and boosting your revenue.

MarTech has changed the marketing landscape dynamic and will continue to do so in many ways. The best part is that the results have been nothing but positive by making advertisers’ lives more productive. And the majority of users have had a positive response toward automated solutions.

If you want to adopt marketing automation or have already done so and want to innovate your marketing efforts further, you definitely need to get acquainted with the latest and most relevant marketing automation trends.

1. Efficiently Use Chatbots

If you are a business owner or manager, one of the things that you might ask yourself is,

What can you do to reach higher revenue?

One of the most logical ways is to reduce costs. Using chatbots can help save up to 30% of customer support costs. Additionally, 47% of customers are comfortable buying products through chatbots which means that this is also a process you can optimize by using chatbots.

It’s impressive how marketing technology can make your life easier and help you maximize customer engagement. The sooner you embrace these marketing automation trends, the better for your business.

2. Advancements in AI and Machine Learning

The credibility for this marketing automation trend is all in the user experience statistics!

In 2021, 41% of advertisers saw an increase in revenue thanks to machine learning (ML) and artificial intelligence (AI).

Besides simplifying tasks like behavioral analysis, segmentation, content research, and generation, these technologies give you leverage when you use them to build your strategies.

Add and perceive value in every part of the customer journey using ML and AI.

Pro-tip: Google Analytics is one of the most valuable and reliable solutions to gain insights into your customers’ behavior.

3. Mobile Marketing Evolution

This one goes without saying! Mobile-driven marketing has become paramount to digital advertising. This is one of the most relevant marketing automation trends you need to consider.

Marketers have realized that mobile marketing is as crucial as other channels. In fact, 71% of millennials consent to service providers using their mobile devices.

This is why new automated mechanisms will continue to be created to get the most out of advertising through this device; the most utilized mobile strategies to connect with customers are in-app ads, push notifications, and SMS.

4. Omnichannel Marketing Adoption

You can call advertising through a single channel falling short in your marketing strategy.

92% of marketers use more than one channel for advertising online.

Reach is one of the most significant benefits of digital advertising, but you are missing the whole point if you are not using more than one channel. You can be 100% sure that your competition is not committing this mistake.

If you are still not implementing omnichannel marketing, shame on you. Thanks to marketing technology, you can manage different channels without losing focus on your marketing strategy. Besides simplifying the management of your platforms, marketing technology enables you to implement more accurate retargeting strategies due to all the integrated data from the customer journey touchpoints. This is why omnichannel marketing is one of the most relevant marketing automation trends.

5. Customized Email Marketing

The more personalized your strategies and efforts are, the higher your chances of increasing conversions.

By implementing email marketing personalization, you can boost customer acquisition and retention. Your customers will better engage with your advertising because they feel your service or product is essential to their needs.

Marketing automation allows you to provide this customized experience to customers by adding relevant and attractive information to your customer emails. Be mindful of customer needs and how a solid engagement strategy caters to their interests genuinely.

Use this marketing automation trend to your advantage, and your customers will thank you.

Let Marketing Automation Help you Engage

What do you think about these trends? Are you willing to give marketing automation another try?. By staying up to date with the latest marketing automation trends, you ensure that you use software and tools effectively to maximize the results you achieve through your advertising efforts.

It’s no secret that agencies like us, rely on marketing automation solutions to be as efficient and productive as possible. Speaking from experience, marketing technology simplifies marketing processes and boosts results. Want to hear more about how we started with Martech and the strategy we built to achieve growth? We’d love to tell you all about it!