Operational Marketing

Operational marketing is a determining factor for the success of a company or a project. It encompasses the various means of action used to achieve the company’s objectives. These objectives are set during the development of the marketing strategy.

The elements resulting from operational marketing have an effect on the short and medium term. It is therefore necessary to monitor and evaluate them, to adapt to the trends of your market.

In this article, we will cover several aspects related to operational marketing, answering the following questions:

  • What is the difference between strategic marketing and operational marketing?
  • What do we mean by the 4Ps?
  • How to evaluate its operational marketing?

I – What is the difference between strategic marketing and operational marketing?

Strategic marketing and operational marketing are not antonymous terms. On the contrary, the first cannot exist without the second, and vice versa. They are both part of the company’s overall marketing strategy. However, there are some differences that should draw your attention.

On the one hand, strategic marketing focuses on the long term. It relates to company commitments, for a period that varies between 3 and 5 years. Its decisions therefore have a direct impact on the operation and future of the company. Operational marketing decisions are focused on the short term.

On the other hand, strategic marketing gives us the general objectives that accompany the development of the company in the future. While operational marketing finds actions to take to achieve these general or strategic objectives. For example, using television commercials to increase sales or improve brand awareness.

It can therefore be said that these two notions are complementary. The strategic plan outlines the objectives and commits the company to the long term. So that operational marketing intervenes to put in place, in the short term, the actions that will lead to these objectives.

II – What do we mean by 4P’s (Marketing Mix)?

Operational marketing is segmented into four major areas. These axes are called in marketing vocabulary, the 4Ps.

Product: It is a question of taking into account, all the characteristics of the product to put in place a strategy. For example: the design, the packaging, the materials used, the colors…

Price: This is to determine the price according to your positioning, the nature of your competitors, the market offers, or the means of payment offered. Be careful, an error in this axis will have serious future consequences on your operational marketing actions.

Place: This is to determine the distribution policy of the product. You can market a product in supermarkets, wholesale and retail, or by using your website for e-commerce.

Promotion: This is to study all the elements related to the successful promotion of the product. We choose the advertising messages and works of art to broadcast, as well as the channels to use. For example, to promote an online training session, you can produce a 30-second informative video and post it on Linkedin. A bad choice of promotion

III – How to evaluate its operational marketing?

The choice of an advertising action, and its implementation mobilizes the financial and human resources of a company. It goes without saying that these operational marketing actions must be evaluated to know their effectiveness. Through this assessment, you can quickly identify weak points and suggest areas for improvement. In addition, by carrying out regular monitoring, you will adapt more quickly to new market trends.

Evaluation involves choosing a set of KPIs (Key Performance Indicators) to track. These KPIs allow you to know the overall performance level of the operational marketing actions you have taken.

a) Monitoring the financial profitability of the campaign:

If you want to keep an eye on the financial profitability of your operational marketing actions, you can use indicators such as:

  • ROI:  Return on investment, which indicates whether all the advertising costs incurred are generating a positive financial return for the company.
  • CPP: Cost Per Purchase, it allows you to determine the total cost you have to spend on a channel to close a sale. This is a very important indicator if the operational marketing put in place serves a global strategy that aims to develop online sales.
  • Cost per Lead: This indicator allows the company to know how much money will be spent to fill out a contact form (Name and surname, Address, Telephone number, Email, etc.) Tracking this cost allows the company to have a precise idea of ​​the budget to commit to building up a database of potential customers.
  • The average basket: This KPI is calculated by dividing the total revenue by the total number of orders. By following it regularly, you can better understand the evolution of your company’s turnover, and compare it to the average of your sector. This comparison allows you to situate your performance in relation to your competitors. Thus, you will be able to quickly assess the impact of your operational marketing actions on the evaluation of your income.

b) Monitoring of campaign performance:

If you are more performance and relevance oriented, you can use performance indicators to evaluate your operational marketing such as:

  • The conversion rate: allows you to know the percentage of people who made a purchase after seeing one of your advertisements.
  • Bounce rate: Measures the percentage of people who entered your website and left immediately afterwards. A low bounce rate is a guarantee of good performance.
  • CTR: Click through rate , it measures the proportion of people who saw your advertisement and clicked on it. It goes without saying that a high CTR means that the operational marketing actions implemented are effective and relevant.

What you need to remember :

  • The strategic and operational parts of marketing are complementary.
  • Strategic marketing takes a long-term view, while operational marketing takes a short-term view.
  • It is divided into 4 axes, called the 4Ps.
  • Operational marketing is assessed through financial profitability and performance indicators.

The development of your operational marketing is therefore essential for the success of your strategic objectives. If you need support, do not hesitate to consult our articles on our blog. You can also contact the teams of our PERFUNIT agency. We will be happy to discuss your needs.

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Strategic Marketing

Strategic marketing allows the company to define its marketing objectives by studying and analyzing several factors. These analyzes can relate, for example, to consumer behavior, the market, the business environment, etc.

Unlike operational marketing, which aims for the short term, strategic marketing aims for the long term and is more long-term.

Strategic marketing also represents the vision and general orientations of the company’s overall strategy.

In this article, we will address several aspects related to strategic marketing by answering the following three questions:

  1. What is Strategic Marketing?
  2. What is the point of strategic marketing?
  3. How to set up a marketing strategy?
Strategic Marketing

Strategic Marketing: Definition 

Strategic marketing is considered as a phase of reflection, which ultimately results in an action plan to be carried out. These actions aim to achieve the company’s objectives in both the medium and long term.

  • Overall, strategic marketing helps answer the following questions:
  • What products or services should be marketed?
  •  Pour what target?
  •  How do I reach my target’s heart?
  • What distribution channels should I use?
  • What is the manufacturer’s price for my products/services?
  • What are the market and environmental barriers to my offering?

To answer all these questions, the company must mobilize all the necessary means and tools that will allow it to achieve its strategic objectives.

Thus, the marketing strategy adopted must be aligned with the overall vision of the company and its business strategy.

The interest of strategic marketing: 

Strategic marketing aims to ensure that the company can grow, compared to its competitors. In other words, it is:

Strategic Marketing

1: Identify new opportunities and expand the potential of the business.

2: Define the positioning.

3: Improve the perceived value of products/services in order to encourage prospects to discover and buy the product/service.

4: Develop a marketing strategy adapted to the business environment, its target, its positioning and the value of its products/services.

What is meant by the implementation of a marketing strategy?

At Perf Unit, we advise you when developing your strategic marketing to follow the following three steps:

Strategic Marketing
  • Analysis:

In this first step of developing your marketing strategy, you need to identify and assess market needs, existing offers and the competitive capabilities of the competition. This analysis must be based on an internal study by analyzing the strengths and weaknesses of the structure. But also an analysis of the external environment by identifying the opportunities and threats of the company.

We can call a gait study complete when it involves five variables:

  • The environment
  • Consumers
  • The company’s image
  • competition
  • Diffusion.
  • Planning:

The second step in developing your marketing strategy is to carry out the marketing diagnosis of your company. This diagnosis allows the company to plan for the future. Of course, this projection must remain realistic. We advise you to determine your objectives based on the SMART tool.

A goal must be specific and defined through a numerical value and a deadline. It must also be measurable and quantifiable, as it must be achievable by being neither underestimated nor exaggerated.

It must be achievable and time-bound, that is, it must fall within a clearly defined period of achievement.

The company must not reach all consumers in the same way, it must adapt its message and its products/services according to its potential clientele. Hence the importance of segmentation in strategic marketing. It is a frequently used technique that allows the company to highlight the different groups of prospects that exist in its market.

After having identified the homogeneous groups, the company must determine the target of the actions, that is to say the most interesting customer segment(s) for it and towards which it will centralize all its efforts, strategies and actions. .Therefore, it is important to have the basics to choose selected segments.

Once the segmentation is complete, the marketing targeting has been completed, it will then be time to ensure that the company’s offer anchors itself in the mind of the target(s) in a distinct and significant way compared to the offers of the competition.

  • Defining the operational means for your strategic marketing:

In this last part of strategic marketing, it is necessary to implement operational means to develop the activities of the company, according to the results of the analysis and the objectives fixed in advance.

These means are essentially represented by the 4Ps (Product, Price, Place, Promotion) which form the marketing mix and which must be monitored through performance indicators, such as the conversion rate, the CTR, the bounce rate, etc.

Product policy:

This policy can be considered as the starting point of every business strategy. It must examine all the characteristics of a product/service. All aspects must be taken into account, namely quality, content, functionality, after-sales service, warranty, etc. This will allow you to offer an attractive offer for your customers.

The pricing policy: 

It must be implemented taking into account a set of internal constraints, but also the size of the current market shares and those that we want to achieve. The cost of production, positioning and external factors must also be taken into consideration. We can cite as an example of external factors:

The Competition

The purchasing power of consumers:

Transportation costs :

distribution fees

The place policy:

It defines the set of channels to choose to distribute its product. This set of channels called the distribution network allows the company to:

  • Determine the means to approach the heart of our target.
  • Choose the right distribution strategies
  • Choose the means that will have an impact on boosting sales
  • Determine the commercial logistics of the company

The promotion policy:

This is the most important policy to determine at the strategic marketing level, as it has a direct effect on how you present your products/services to your target audience. This policy should identify two main aspects:

On the one hand, it must be suitably chosen according to the characteristics of your core target. For example, if a product can be useful for different age groups then the appropriate advertising messages should be provided. The same message cannot be communicated to seniors and young couples in the same way.

On the other hand, the advertising message must release the added value of your offer compared to your competitors. If what you are offering saves time, solves problems, or offers superior quality then you should highlight these elements in your communication.

Do you need advice to help you develop your marketing strategy ?

Perf Unit supports SMEs and large structures to develop their marketing strategies, to be implemented at the level of digital communication, and offline.

  • We help our clients develop marketing strategies so they can:
  • Know their markets in detail.
  • Choosing the positioning for their brands, products and services.
  • Translate the strategy into an action plan to be implemented.
  • Budget marketing expenses according to the chosen channels (Purchase of advertising space, social networks, press, events, SEO, etc.)

If you want to know more، contact us. We will be happy to discuss with you، your needs، goals، are what prevent you from achieving them.

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How To customize your content according to your audience ? 

Content marketing is a marketing strategy that consists of an entity or a brand designing, producing and distributing media in order to attract prospects, transform them into customers and retain them.

Over the years, marketing strategies have evolved, we are more and more focused on the customer, his needs and his expectations that change from one to another.

Obviously our content strategy must be relevant to our target. 

How to organically generate more engagement, leads and sales? 

follow our guide which is based on the following plan

  1. What do we mean by custom content?
  2. What are the types of customization?
  3. What are the benefits of customization?
  4. How to create custom content?
  5. How to measure your results?
  6. Examples of one-to-one marketing
Customizad Marketing

What do we mean by custom content ?

Let’s start step by step, personalized marketing or one-to-one marketing is the opposite of mass marketing. Its strength can be seen in the individualization of actions and offers in such a way that the customer has the impression that they are specifically intended for him.

Everyone has certainly already crossed paths with a practice of personalized content, for example: your name in an email, pages adjusted according to your navigation. 

What are the types of customization ?

Marketers have always valued the effects of customization. But with the development of technology, this practice has taken more place in marketing strategies than before. today we can list 4 types, let’s discover them: 

  • Market segmentation: 

This is the most well-known type of personalization that has been used for a decade.

This type of personalization consists of dividing the market into segments based on nationality, region, marital status, industry, position/department or media and market trends.Despite all these advantages, it is not enough to judge a strategy as personalized/Custom. Why ? The answer is so simple, because we deliver the same message to a mass audience. 

  • Customer journey: 

The customer journey includes all the stages that a consumer goes through during the buying cycle, from the first contact with the brand to after-sales.

Customer journey analytics allow marketers to understand a customer’s level of business maturity and develop content for each phase of their journey to nudge them into action.

  • Buyer personas: 

A buyer persona is a detailed description of a person who represents your target audience. We define it based on extensive market research, purchase history, browsing data, social media analysis, surveys of your existing or desired audience.

With this rich information, we can get closer to our target. their needs, pains, desires and values ​​in order to create content, campaigns and even products that are better suited to a given audience.

  • Individual customization: 

Considered the most advanced level of personalization, it involves creating truly individualized content, so that each consumer’s experience is unique and unequivocally geared towards their particular interests.

What are the benefits of customization ?

Customizad Marketing

Developing such a strategy is an asset for any entity for several reasons, Let’s see together its advantages: 

  • Build customer loyalty: A customer who receives relevant content to his needs is more likely to engage in a long-term relationship with the brand.
  • Improve brand image: By personalizing your message, you will have a better chance of getting closer to your target audience and meeting their expectations.
  • Increase sales: customization leads to a better ROI and without exaggeration far superior to any other marketing expenses.

How to create custom content ?

In order to properly develop your personalization strategy, you will need to carefully answer the following questions:

  • What information do you consider necessary to define your strategy?
  • How to collect them?
  • By which tools to process and analyze them?

Once it’s done, you can use the insights to create buyer personas and themes for publications, develop campaigns, sales letters, and even custom products, and co-creation.

How to measure your results ?

We can measure the performance of our personalization strategy referring to our goals, in general, we rely on the following elements:

  • Number of views, downloads, or previously defined conversions. 
  • The commitment of our target, conversion rate, or number of shares 
  • ROI calculation, lead generation and sales opportunities

Examples of one-to-one marketing

Starbucks Customizad Marketing
  • Starbucks: Integrating the name is a kind of personalization in the marketing offer. 
Netflix Customizad Marketing
  • Netflix : By analyzing past behaviors and views, helps draw conclusions about what content should be the most relevant to their users.

After all, one-to-one marketing has several benefits for both businesses and consumers.it should be part of your overall strategy. 

It’s time to develop a personalization strategy appropriate to your objectives; if you need help don’t hesitate to contact us.

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How to create an outstanding facebook ad ?

Nowadays no one can deny or overlook the importance and return on investment of facebook advertising. 

However, for beginners, launching Facebook ads is not easy. There are so many things to consider, especially since this is an increasingly evolving field.

If you are ready, let’s start discovering the secrets of the most successful facebook advertising  

  • How does Facebook ads work ? 
  • Facebook ads practices
  • Facebook ads Formats 
  • Best Examples

N.B : We will only address the ads matter in this article, information about ad sets & campaigns can be found in other articles. 

Facebook ad

How does Facebook ads work ? 

Advertising is at the center of marketers concerns, in the sense that it seeks to develop and increase market share. as we know several advertising platforms exist, but facebook scored the goal for may major reasons: 

What makes Facebook Ads really effective is the huge growing audience, expanded targeting options, beyond basic targeting by age, gender and location. You can tailor your ads to prospects based on their buying behavior, life events…you can also control your budget according to your goals. 

To succeed in your ad strategy, you must have a good knowledge of facebook practices,keep reading to the end to discover the major factors for a successful strategy. 

Facebook ad practices

Despite all the advantages that Facebook can offer you, the success of your advertising ultimately depends on your strategy and how you implement it. Your ad will definitely perform better if:

Facebook ad
  • Visual: Apart from the fact that the visual is the first thing that catches the eye, it is also taken into consideration in the treatment of the Facebook algorithm, you should consider your ad format during the design process, the Ad placement, and the right image sizes and the right colors. 
  • The text: the text must be coherent with the visuals, and the landing page. All your assets must be attractive. 
  • Call-to-action: Make sure that  your value proposition and your call to action are clear
  • Adapt your landing page so it is consistent with your ad: Ads are allowed as a promise to readers: ‘Click here and get this’. If your Facebook ad design and landing page design aren’t visually in sync, high bounce rates can put your ROI at risk.

Facebook ads formats 

In order to optimize your ads, your ads must be consistent with your objectives or your expectations,you should know that Ad formats vary depending on the objective, here are some templates that you can use as inspiration for your next Facebook ads: 

Facebook ad
  • Format 1: Video Ad: can be used to promote a brand, showcase a how-to guide, share customer testimonials, or broadcast live events. It also offers more engaging content than static posts.
  • Format 2: Photo Ad: allow you to show off your product, service or brand using a single photo.this can be created with just a few clicks. 
  • Format 3: carrousel Ad:a kind of advertising format that combines multiple videos or images into a single ad ’up to 10 images or video’,. Carousel ads are most popular on Instagram and Facebook, where you can showcase a number of images to improve your chances of a conversion or sale
  • Format 4: slideshow ads: based on the same principles of videos that use motion, sound and text the difference is that they are fast and affordable to create. You can create in Facebook Business Manager a slideshow ad in minutes from desktop or mobile and use it  

Facebook Ad Examples

Demonstration Ad:a demonstration is used to support an advertising claim with reasoning or proof. can be used in several ways: by illustrating with examples, by testing or by detailing the functionalities, qualities or advantages of an offer.

Facebook ad

Special Offer Ad:The objective of this type of ads is to attract more consumer attention by striving,to make the product better known, better appreciated, and bought.Offers can be for example discounts that you can share with your customers on Facebook

Facebook Ad

Event Ad:Event ads promote a specific event.using this type of ad will help entice your target audience to attend your event.a good Event ad should clearly show the benefit of attending the event: price, dates, and a clear CTA to buy a ticket.

Retargeting ads: is an online marketing technique that makes it possible to target visitors to a site or web page (and who have therefore already demonstrated interest in a brand, product or service) with a campaign. advertisement display

Facebook Ad

To sum up, a relevant ad must be: clear, attractive, not boring and above all tailored to your objectives and your budget.

If you are still here and made it that far, it means that you liked our article. Do not hesitate to read others and  contact us if necessary. We will be happy to support your business.

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Tiktok, Snapchat & Instagram Reels: Which platform to choose for your business?

Are you looking for the perfect platform or media to promote your products, increase your brand visibility? 

Do you hear more and more about Instagram Reels, Snapchat and TikTok as video vectors that should not be overlooked in a marketing strategy? 

So, you are probably wondering what are the advantages and disadvantages for your brand to publish on one or the other of its supports?

That’s what we’re going to see together in this little comparison between Instagram Reels and TikTok.

  1. Tiktok, Snapchat & Instagram Reels: How it looks and works ? 
  2. The type of Content on each platform
  3. Who uses what ? 
  4. TikTok or Instagram: 3 tips for choosing
Tiktok, Snapchat & Instagram Reels

Tiktok, Snapchat & Instagram Reels: How it looks and works

Snapchat, launched in 2011, allows users to create video stories and send video messages or pictures to their friends. Unlike other apps, Snapchat content expires immediately after 24 hours.

Meanwhile, TikTok, launched in 2017, is similar to an older app called ‘Vine In that it allows users to create 10-60 second looping videos that can be seen on their profiles or can be placed algorithmically on the feeds of users with similar interests or demographics.

 Instagram Reels, launched in late 2020, is the platform’s answer to TikTok. The similarities between the two are many – they both allow users to quickly create short videos and add filters, effects and music. However, the most noticeable difference between the two is the length of the videos. A Reel is capped at 60 seconds, while a TikTok video can be up to 3 minutes.

 At the moment, the three applications continue to grow. Instagram has 500 million daily users worldwide, followed closely by Snapchat with 306 million. Not to be overshadowed, TikTok hit a major milestone towards the end of 2021 – 1 billion daily users.

The type of Content on each platform :

Snapchat is considered an app for content between friends, which includes text and video messages that people post in their stories on a daily basis or specifically send to friends.

On the other hand, in the Discover area of ​​the platform, marketers can create ads and Story edits with videos and graphics to promote their own products or services.

TikTok has based all of its success on a short and dynamic format, After the 15-second videos, then the 30-second ones, the social network is once again expanding its offer. In July 2021, TikTok announced that videographers could imagine content of up to three minutes.

Like Snapchat, Instagram Reels can be shared amongst friends or made public to the larger community.

Plus, with the integration of Shopping and Branded Content features, we’re seeing businesses use Reels as a tool to promote products and partner with influencers to create branded content.

Who uses what ? 

TikTok is a young person’s playground. While there are plenty of millennials on the app, most of its users are Gen Z, making it the perfect platform for brands with products and services designed for people 24-years-old and younger.

According to the company itself, Snapchat reaches 75% of millennials and Gen Z in the United States, making it a goldmine of potential customers if your brand’s primary audience falls within the broad 10-40 age range

Unlike Snapchat and TikTok, which have large audiences of younger teenage users, Instagram skews toward slightly older members of Gen Z and younger millennials. Collectively, 18- to 34-year olds account for over 62% of the app’s total global audience.

 

Tiktok, Snapchat or Instagram Reels: 3 tips for choosing : 

The usefulness of the social networks is well established. However, before deciding where to invest some of your marketing budget, here are the things to consider: 

Tiktok, Snapchat & Instagram Reels
  • Determine your target

As seen above, TikTok’s audience is different from Instagram. If you are targeting a young audience, the former is the ideal channel.

In contrast, Instagram is the social network of millennials and young adults. While not as engaged as on TikTok, they are very loyal: 75% of Instagram users take action after seeing a brand post.

  • Identify your marketing objectives

A significant number of Instagram users make their purchase decision following a visit to the social network.

On TikTok, the first quest for users remains entertainment. The app is taken for its funny videos. Thanks to challenge hashtags, you can generate buzz around a new product or service. As for its other advertising formats, they adapt perfectly to the lead awareness phase.

Result: If your goal is to improve your brand awareness, you can put on this social network.

On the other hand, if you want to increase your sales, Instagram will correspond more to your needs. Indeed, the platform’s advertising offers are effective in collecting leads, generating sales and increasing traffic on your website.

  • Think about the brand message: 

Instagram is known for its polished and professional visuals. Quite the opposite of TikTok which puts on the authentic!

This platform remains the ideal place to present your brand in a new light. It allows you to humanize your company and engage in a personal relationship with your audience.

With consumers increasingly resistant to advertising messages, TikTok helps you get your marketing content across in a more subtle way.

Tiktok, Instagram Reels & Snapchat are similar in many ways. To choose, probe your target audience well and stay consistent with your goals.

Nevertheless, nothing forces you to be satisfied with one or the other platform! You can broadcast your marketing strategy on TikTok and Instagram or Snapchat. Your video content can very well be reused on each social network. You will also have the possibility of doubling your image and boosting virality around a product or service.

The key is to be able to produce enough content for your platforms and have the time to manage your community !

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How to manage your PAY PER CLICK (PPC) strategy ?

In this cutting-edge world of technology, a click takes on a lot of importance. Almost every entrepreneur, big or small, knows that to ensure business success, online reputation growth is necessary, which can be achieved through a good amount of traffic to the website. Nowadays popularity is growing online and still it must be said that PPC is the best tool to approach website visitors in a short period of time.

But, before developing a PPC strategy or investing in a full-fledged advertising campaign, it is important to understand why PPC is important for online business growth.

In this article, we will help you understand what PPC is, how it works and how you can use it to make your business successful based on the following plan .

  1. What is PCP?
  2. What are the benefits of PPC?
  3. The main platforms for creating PPC campaigns
  4. How to set up and optimize a PPC campaign?
  5. How to track PPC campaigns ?
PAY PER CLICK (PPC)

 

What is PCP ?

PPC, which stands for pay-per-click, is an online advertising model where advertisers serve ads on a platform such as Google Ads and pay a commission each time someone clicks on them. .

By performing almost any search on Google (or Bing), you will see ads displayed at the top of the results page.

PPC is used in any type of advertising campaign to:

  • Increase sales.
  • Generate leads.
  • Promote the brand

This system comes in three forms:

  • CPC (Cost per click): during a display campaign or sponsored links on the internet, you only pay when the user clicks on your advertisement.
  • CPM (Cost per thousand): during a web campaign, the advertiser will be charged at the cost per thousand impressions or displays of the advertisement.
  • CPA (Cost per acquisition): this billing system is widely used when locating files or when your goal is to subscribe to your e-newsletter. You will be charged each time this goal or acquisition is achieved.
PAY PER CLICK (PPC)

What are the benefits of PPC ?

If you’re considering using PPC as a marketing channel for your business, you’ll want to know the benefits it offers and understand why you should invest your budget here and not elsewhere.

Here are some of the most common reasons why PPC might be the right advertising channel for you:

  • You are charged based on results, that is, only when a user clicks on your ad.
  • You can precisely target your customers.
  • PPC can easily be measured and tracked.
  • You can start receiving clicks very quickly.
  • Several ad formats are available.
PAY PER CLICK (PPC)

The main platforms for creating PPC campaigns :

For PPC, the two main and most used platforms are Google Ads and Bing Ads.

From a management perspective, the following two platforms are very similar; the main difference is in the size of the market. 

Google Ads (formerly known as Google AdWords) is the advertising platform that allows you to serve Google search and shopping ads, YouTube video ads, Gmail ads, and display ads on the Google Display Network (GND).

This is by far the most popular PPC platform, and it offers a wealth of opportunities for almost any business to succeed in this channel.

Bing Ads, also known as Microsoft Advertising, works similar to Google Ads. It allows you to show ads on Bing, as well as Yahoo and AOL.

How to set up and optimize a PPC campaign ?

  • Set your goals and budget intelligently:

One of the most important steps in creating your PPC strategy is defining what you want to accomplish. Indeed, a PPC campaign can have several objectives. 

  • Analyze competitor strategy:

Look for your main competitors, identify the best performers in paid search and put in place a strategy to get ahead of them. Google Ads can help you succeed by automatically generating your bids to outperform your competitors.

  • Identify your search keywords:

The cornerstone of a successful PPC campaign in KEYWORD. Choosing a most searched keyword for your PPC would allow your site to reach the required audience. The starting point for keyword research should be related to the landing page of the website. We invite you to find “perfect” keywords around the characteristics of your product. 

  • Write effective ad copy:

A well-written ad is crucial for PPC campaigns; it allows you on the one hand to increase the quality score, reduce the cost per acquisition and increase click-through rates, and on the other hand, Internet users ensure that the description of the ad corresponds to their research before clicking.

We recommend you use the target keyword at least once in the title of the ad and in the body of the text, including call-to-actions such as “sign up”. 

  • Build conversion-optimized PPC landing pages:

Your ads should guide people to specific landing pages. The closer the match between landing page content and search intent, the higher the conversion rate. If you redirect people to a generic page like the homepage, they might get frustrated and leave, because that wasn’t what they wanted.

  • Measure and report:

Analyzing the performance of your campaign is the starting point for the success of your next campaign.It will allow you to avoid your mistakes and improve your performance.

Google Ads allows you to have a detailed report so that you can monitor and evaluate your performance to make the necessary adjustments.

How to track PPC campaigns ?

There are several metrics you’ll need to understand when running and analyzing PPC campaigns.

Impressions: The number of times your ads were served in the search results.

Clicks: The number of times users clicked on or engaged with your ads.

Click-through rate (CTR): The percentage of people who clicked on your ad. It is calculated by dividing clicks by impressions. CTR is a very important indicator of how well your ads are performing.

Average CPC: The average cost per click paid for the clicks received.

Quality Score: Reported at the keyword level on a scale of 1 to 10, Quality Score is an indicator of how relevant your ads, keywords and landing page are to the user. A higher Quality Score can mean lower CPCs and better ad positions. 

Conversions: The number of conversion actions your ads have generated. The actions to be tracked are set up at the account level.

Conversion rate: The percentage of people who clicked on your ads and ended up converting.

Average position: Where your ads appeared on the search results page (SERP.) The higher the position, the greater the visibility you’ll have. Average position also indicates how your Ad Rank compares with other ads.

Dozens of other reporting metrics are available in Google Ads, including the ability to create your own reporting calculations in Custom columns.

You’ve decided you’re ready to use Google Ads, Facebook or one of the other paid media platforms, we’ll help you get started!

We take care of everything, from campaign planning to implementation. contahttp://perfunit.com/contact/ct us

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Online customer acquisition strategy

Winning new customers and retaining them are major concerns and real challenges for companies of all sizes. Attracting more and more customers is essential to increase your sales, increase your turnover and develop your business over the long term.

To do this, you must put in place a successful customer acquisition strategy, which combines both marketing and sales actions, and which encompasses all stages of the conversion funnel from lead generation to customer loyalty.

Throughout this article, and based on the following plan, you will gradually discover tips and techniques for planning and implementing a successful customer acquisition strategy.

  1. What is customer acquisition in e-commerce?
  2. The stages of customer acquisition
  3. How to develop an effective customer acquisition strategy and how to increase online sales?
Online customer acquisition strategy

What is customer acquisition in e-commerce ?

Customers have endless choices to spend their time and money on.With an option surcharge, customers can be extremely selective and brands need to prioritize customer acquisition and retention.

Customer acquisition is the process of finding potential customers and then getting them to buy your products or services. Customer acquisition in e-commerce must be both measurable and repeatable.

The stages of customer acquisition :

Customer acquisition happens in stages. These stages can be visualized in the form of a funnel, which details the different phases a potential customer might go through. 

In general it consists of six stages: 

  • Top of the funnel – Leads

1. Awareness: This is the first time a lead learns or engages with a brand, often through educational SEO content.

2. Interest: The lead decides whether or not they are interested in the brand and what it has to offer. Landing pages, infographics, videos, and social media content can help turn prospects into leads.

  • Middle of the funnel – Prospects

3. Review: The prospect decides that a product or service might be useful, but wants to know if the brand is trustworthy – for example, is the brand a helpful expert. Blog posts and videos, case studies, and e-books help build that trust. Brands can encourage prospects to sign up for email newsletters and other valuable content.

4. Intent: The prospect must be convinced that buying the brand – instead of a competitor – is a wise decision. Product-specific information such as white papers, webinars, and FAQs work well at this stage.

5. Rating: The brand proves it has the best product or service through reviews, customer testimonials, demos, and case studies

  • Bottom of the funnel – Customers

6. Purchase: The customer is ready to buy, and special offers like free trials, freebies, or discounts can seal the deal.

How to develop an effective customer acquisition strategy ?

  • Define your goals

When launching any project or campaign, you must set the objectives that will define all the steps to be taken and that will contribute to its success.precisely these objectives must make sense and be based on the purpose of the company.One of the best known and most used methods in business is the SMART method.

  • Get to know your targets and their behavior

The most important step to start is to know your prospects. What are their needs and expectations? How do they find out about a product? What are their consumption patterns? Start by analyzing the buying behaviors and habits of your potential customers. This way, you will know where and how to communicate to reach them and what to offer them to win them over.

  • Optimize your website for SEO

Natural referencing is all the practices and optimizations aimed at making your website appear in search engines and gaining visibility through good positioning.This is an essential step that allows you to sustain your activity on the web and ensure quality traffic.it also allows you to improve your ranking in search results by following the emerging research trends of your target.

Considered an effective way to get listed on the first page of Google and other search engines is to invest in a paid search campaign. Admittedly, this can represent a certain budget for your company. But this way, you get targeted traffic to your website faster, you reach your audience more easily, and you can convert potential buyers into customers faster.

  • Develop partnerships

It will be too beneficial for the company to partner with brands that offer products or services that complement yours.

For a successful partnership, you must choose your partner carefully and ensure that the benefits are mutual. In this way, not only do you reach new customers through your partner’s clientele, but you also benefit from their notoriety, and vice versa.

  • Offer unique and original content

Content marketing is an essential approach for any company wishing to stand out from the competition and increase its turnover.Creating quality content is about finding the right balance between useful content for your audience and optimized content to meet the criteria of a good SEO.

  • Be present on social networks

Being present on social networks for a company has become a necessity and not a choice. several reasons require it: to monitor, manage, heal and improve its e-reputation. It is an excellent lever for communication and development of a customer base. 

  • Develop Collaborations with influencers

By adapting the famous principle of word-of-mouth to digital, influence marketing is proving to be a particularly effective strategy, in order to improve the visibility of a brand, to reach an ever wider audience and to acquire new prospects.

On the other hand, it is necessary to detect the right influencer whose profile is in perfect harmony with your brand and with which your customers and prospects will be able to identify.

Acquiring and retaining customers is essential to the success of a business. To implement a successful customer acquisition strategy, you must take into account the needs and expectations of your prospects in order to attract them more easily, and above all to retain them.

If you want to develop a relevant customer acquisition strategy and you are looking for a high-performance team that will help you achieve your goals, do not hesitate to contact us.

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Marketing Campaign

More than obvious, marketing is experiencing more and more evolution. We have reached a stage where we wonder what is the next step after

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Growth hacking

Any successful company regularly seeks to stand out from the competition, create added value, and improve over the long term while reducing costs.

You will gradually discover through this article the basic notions of Growth Hacking and how to successfully integrate it.

  1. The appearance of growth hacking.
  2. What is Growth Hacking?
  3. The objectives of growth hacking.
  4. How Growth Hacking Works: The AARRR Matrix.
  5. The tools to use for a successful growth hacking strategy. 

The appearance of growth hacking:

Growth Hacking, as a concept, was born in the early 2010s in the United States. More precisely: in Silicon Valley. The coiner of the term “Growth Hacking” is Sean Ellis. At the time, Sean Ellis was working at Dropbox, but already had other professional projects in mind. In short, he wanted to leave Dropbox. So Sean Ellis had to look for someone to take over his job. Problem: he didn’t know how to title and define his position. His job was to grow the user base of Dropbox. The term “marketing” was not suitable, because it was completely insufficient to describe what he was doing. Eventually, he settled on “Growth Hacker”. 

What is Growth Hacking?

Growth Hacking is a set of techniques, or rather a state of mind, a methodology, whose objective is the rapid growth, by all means, of a service or a product.

In other words, growth hacking consists of promoting the growth of a product or service in a rapid manner and at lower cost using unconventional methods, hence the term “hacking”. It is a process paced by one and same objective: growth.

The objectives of growth hacking:

The objective of growth hacking is to boost a business. generate rapid (or even exponential) growth in a company’s turnover, if possible at a lower cost and sometimes at all costs. Beyond the turnover, this method also seeks to increase the notoriety of a brand or a company.

Basically The ultimate goal is to acquire traffic, generate conversions and therefore revenue, by optimizing the famous “conversion tunnel”. For this, growth hackers use “hacks”, create experiments and present the results constantly in order to adjust their strategy. The challenge is to succeed in rapidly automating the most effective growth levers by using “test and learn”.

How Growth Hacking Works: The AARRR Matrix

The AARRR technique is an essential growth hacking tool that aims to improve your purchase funnel.

The AARRR matrix is ​​the abbreviation of five major elements of the user lifecycle: Acquisition → Conversion (Activation) → Engagement (Retention) → Revenue → Referral

Each step must be treated and measured independently to improve your conversion rate as much as possible.

  • Acquisition:

This first step aims to introduce your site or your brand to new leads. In this case, you are called upon to take care of your natural and paid referencing techniques as well as your inbound marketing strategy.

The next objective is to focus your acquisition efforts on the most appropriate channels and/or improve those that are not achieving the expected results.

There are two types of locations where to source potential leads.

Paid Channels: Includes advertising, sponsorship, and affiliate marketing.

Unpaid Channels: Unpaid channels contain content marketing, search engine optimization…

The two channels are complementary. 

  • Conversion or activation:

Convincing your visitors to make a purchase, in order to transform them into customers, for this you must invest in a modern landing page design rich in high value-added content, thus encouraging them to leave their contact details, to subscribe to your newsletters.

The goal at this point is to prevent them from stopping using your product or service after the conversion.

  • Commitment or Loyalty:

retain them, ensure that visitors regularly use your service or buy your products again.

  • Recommendation:

Consists of transforming your customers into ambassadors. Knowing that a significant % of satisfied consumers are willing to recommend X product or company. On the other hand, a prospect arriving following a recommendation has a greater chance of converting.

Perfunit suggests that you opt for the following strategies:

  • Set up a referral program: earn gifts or discounts for the customers you refer
  • Use influencer marketing: If influencers or public figures recommend you, consumers will be enticed to do the same.
  • Send reminders in the form of emails after the act of purchase that encourages them to talk about you on their social networks (and to subscribe to you on the networks).
  • Share your customers’ content daily on your social networks: they will be encouraged to create more.
  • Income:

A question that occupies all business leaders: how can you increase your income?

Don’t worry Perfunit has the answer:

If the first 4 indicators of the AARR matrix are well optimized, your income will absolutely increase. However, there is a technique to improving your earnings: increasing the amount of profit you earn from a consumer over their lifetime as your customer. While reducing the budget spent to acquire a new customer. This includes the cost of anything necessary to get your client to convert.

The tools to use for a successful growth hacking strategy:

The growth hacking strategy can start with the implementation of a few simple actions: 

  • Collect the email addresses of visitors to offer them content and optimize acquisition;
  • Dissect statistics via Google analytics to better understand your audience and adapt your strategy;
  • Produce quality content adapted to the interest of its target audience;
  • Analyze its performance continuously and via the different variants of its content (in particular via the A/B testing method);
  • Encourage media buying to expand its audience…

To succeed in the previous actions, the company is called upon to use and develop several tools like : 

First keep abreast of what is being said about the company, competitors, the industry and what may impact it.

Analytics:  allow you to quantify the effects of making a change to your strategy, and that’s invaluable to the process of improving and optimizing online marketing campaigns. The biggest benefit of utilizing proper analytics is being able to identify strengths and weaknesses

Scraping :the practice of gathering data online automatically

Search engine optimization:a set of techniques that allow robots to index a web page in search engines so that it appears in the best possible position when a user makes a request.

Search Engine Advertising:literally means search engine advertising in French. It designates a paid referencing method for websites.

Social Media Marketing and Management: the activity of taking into account and using the influence potential of social media to promote marketing activity, the commercial development of a company and the employer brand. It is the operational implementation of a social media strategy.

Social Media Ads:includes all activities related to the distribution of advertising content on social media sites

Cold Mailing:This technique consists of sending a prospecting email to a prospect with whom you have never had physical or virtual contact before.

Automatisation:means total or partial execution of technical tasks by machines operating without human intervention.

Sales Funnel:the different stages that your potential customer goes through between the moment he discovers your brand and the moment he buys.

Design Thinking:Design Thinking is an innovative methodology that allows ideas and projects to be transformed into real actions and tangible prototypes.

Do you then want to go further and launch your first actions in growth hacking? The Pefunit team has made its knowledge available to you in order to develop an efficient strategy that is above all adapted to your objectives. Do not hesitate to contact us.

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