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“We turned off our Google Ads and saw no difference in sales.”
A sentence I’ve
heard too many times from marketing managers and one I still dread to this day
(you never get used to it).
Unfortunately, PPC campaigns not doing what they’re supposed to do is a chronic issue in B2B digital marketing. Or it is, at least, among those who don’t know what they’re doing. Remember, there’s a reason why so many huge companies invest so much – and continue to dramatically increase their year-on-year budgets – in paid media. That reason is simple: results!
Here are our
tips and tricks to secure PPC lead generation that actually works.
1. Find your audience
Go back to basics. Who is your audience, where is it, and what does it
want? Choose a PPC platform (Google Ads, LinkedIn, Facebook) entirely on your audience.
Not on your budget, your business, or your preference.
2. Identify specific keywords
Using Google Search to generate a thousands-long list of keywords is
great for SEO, but that’s not what we’re doing here. The key task is to
identify the high converting keywords and focus on those. Many businesses fall
into the trap of using lots of generic keywords that tend to have higher
competition and higher costs-per-click. So take time to choose the specific,
small keywords that are clearly being searched by someone ready to convert.
3. Get to grips with audience targeting
For campaigns on platforms like LinkedIn and Facebook, understanding the
targeting options is absolutely essential. Many a campaign has never reached
the target audience you spent hours workshopping due to poor targeting set up.
Ask how to translate your audience to the digital sphere; don’t guess.
4. Think about the user journey
Let’s say your target user is on LinkedIn. They’re scrolling their feed
at 2pm, procrastinating and delaying getting started on work after lunch. Then
they see your ad. Why do they stop scrolling? What convinces them to click and
look at your landing page? And, crucially, is your landing page even any good?
5. Keep things short
Best practice ads aren’t long. They don’t waste any space or words. And they boldly frontload value. The digital sphere is fast-paced. A user isn’t going to stop scrolling and watch a minute-long video if you don’t frontload the value of watching it.
When creating a landing page for any PPC campaign, here’s a simple checklist of things any user should be able to know from the page in just 10 seconds. The key here is to impart information at FIRST glance – not third!
1. Product/service and benefit
2. Who are you?
3. Who have you worked with (case studies or company logos)
4. Are you any good? (testimonials or Trustpilot rating)
5. The next step (call-to-action/lead-generation step)
We’ve tried and
tested so many landing page formulas we can do it in our sleep. Here’s how to
ensure your landing page is up to scratch:
Do a test
Send the page to someone who a) knows nothing about the product and b) falls within your target audience. Ask them: can you tell me what we’re offering and what the benefits are without Googling anything? Have your tester set a timer and record how long it takes before they feel they can answer the five landing page essentials.
Use a copywriter
I really can’t stress this enough. It’s worth every penny. A professional copywriter knows how to appeal to both logic and emotion. They know how to present your offer in a way that consistently compels people to act. And they drive up your conversion rates. Use. A. Copywriter.
Make the next step clear
What do you actually want from your user? If you can’t give them a quote without certain information, a simple ‘Get in Touch’ call-to-action is not going to cut it. Carefully consider what you really need to know and don’t ask for anything more. Establish the value exchange
Establish the value exchange
Make it clear what the user will get if they complete your CTA. Remember, you are asking them to volunteer themselves as one of your leads. So demonstrate what they’ll get in return and express that value clearly and consistently.
There is little
value in PPC campaigns if your internal lead response is lacking.
are hot prospects, so don’t leave them waiting a week for a response. Even if
you’re delivering a quote that will take a few days, set up an automated ‘thank
you’ email that outlines the approximate timescales.
Tracking PPC success internally is also incredibly important. Tracking delivered leads all the way through your sales funnel can highlight key issues with the campaign. For example, if your PPC produces a lot of leads but not a lot of sales, try looking at the rate of success of organic leads vs. PPC leads. Are you doing anything differently for those audiences? Is there anything you can do to improve their experience, or are you not bringing in the right leads?
Lots of PPC
leads are hard to trace, especially if the user isn’t a fan of cookies. Remember,
too, that a decent portion of PPC leads will appear to be organic, generated from
seemingly random calls or them simply writing your company name in the back of
a notepad for when they need you in six months.
Take a holistic approach to your campaign. Investing the time to strategise a campaign and implementing the right internal structure helps to diagnose failing PPC campaigns and truly pays off in the long run.
Find out how we increased conversion
rates by 17%, slashed cost-per-click by 52% and grew the click-through-rate by
500% – all in one powerful campaign!
results like that for your business?
Ready to speak to a team that can help you understand branding on a
deeper level and give you the tools to stand out against your competitors?
Book a free 30-minute discovery meeting (virtual or face-to-face) with our team in Manchester to talk through
your options. It’s completely informal, with absolutely no obligation on
Your website is your shop window so creating an engaging experience whilst also communicating important information is crucial.
To ensure that a website delivers your objectives, latest trends and user experience best practice needs to be used to ensure the site remains in line with user expectations.
Bold colours: Whether it is the use of large blocks or more of a splash to highlight key areas of interest, bold, bright, colours help grab the attention of your website visitors and showcase your brands personality. Finding the right balance is key so as to not to overwhelm the eye.
Large Typography: Like bold colours, large typography commands visitor attention and ensures your message is memorable and easily understood. Overly large typefaces can be used as graphic elements to add visual interest in place of imagery.
White Space: By removing any distractions or clutter, use white space, also known as negative space. This provides visual impact and emphasis to the most important elements of the page, such as call to actions. Clever use of white space can also help organise content and create visual hierarchy on the page.
Micro interactions and animations: Micro-interactions and animations can be used to intuitively guide users through your website, providing them with subtle visual cues, feedback on their interactions and prompts to help them through their journey. They are a great way to improve the user experience by bringing the pages to life in an eye catching and playful way.
Since 2016 mobile internet usage has surpassed that of desktop and now 54% of all website users are on mobile devices. In addition, Google has adopted mobile first indexing for websites which means your search engine ranking could be affected if your site is not correctly optimised.
Creating a responsive website which adjusts to the size of a user’s screen isn’t optional anymore. Websites should be designed for the smallest possible screen and then scaled up to desktop to ensure the best experience for all users.
A simple way to see if a webpage on your site is mobile friendly is to run a free and simple test using Googles ‘Mobile-Friendly Test’ https://search.google.com/test/mobile-friendly
The user experience (UX) of a site is key in helping it thrive. However, even a brilliant user journey can’t compensate for a lack of good content. Content covers text, images and videos – or anything that is used to convey messaging to the user.
Keeping it Personal: With increasingly busy schedules and users becoming more digitally savvy, the need to find relevant content quickly is critical. A website which is delivering a high quality, tailored experience rather than a broader, generic experience can help improve engagement and allow you to stand out from your competitors.
Make it an easier read: Using simple techniques like short sentences, chunking and subtitles will make navigating the text on your site significantly easier for the user. It will also promote user understanding and if crafted by a copywriter can even promote conversion.
A picture is worth a thousand words: Studies have shown we remember only 20% of what we read but around 80% of we see. Using images to supplement written text, infographics to explain information graphically or video and animations to show rather than tell can all help to improve content engagement.
Video: If a picture is worth a thousand words it is
said that one minute of video can equate to 1.8 million. Approximately 65% of
the population are visual learners and recent users generally now prefer to
intake information via video than copy. Website users have incredibly short
attention spans so video can be used to create engaging experiences whilst also
communicating information much quicker. It also contributes to promoting an
appealing and personable brand personality.
Need some expert advice?
Get in touch to see how we can help you get the most from your website.
Consumers are changing and environmental concerns have never been stronger. Build a business fit for the 21st century with these five tips for green marketing and make sustainability a central pillar of your brand.
eight out of 10 consumers say finding sustainable and environmentally
responsible brands is either very or moderately important, green concerns
have reached a tipping point.
Environmental issues are no longer something to be quietly ignored: they
are now a key driver of consumer behaviour.
of global consumers say they became more eco-friendly in just six months
between October 2020 to March 2021. So brands that do well over
the coming years are increasingly likely to be those that put green concerns at
the centre of their operations.
Here are five ways to incorporate sustainability into your marketing
strategy and build a business that lasts.
If you’re embracing green marketing because you view it as fashionable,
you need to think again. Your commitment to green marketing must be sincere and
genuine, or you will soon be caught out. This is not a gimmick, and any brand
that treats it as such will soon be exposed.
If you can commit to green marketing, it is important to think things through. Take time to brainstorm and identify your sustainable unique selling point. As a starting point, ask yourself:
When you have arrived at your sustainable USP, examine it from every
angle. Could it come unstuck? Does it promise more than it delivers?
It’s important you can stand behind your USP with absolute confidence.
If the first USP you arrive at does not stand up to scrutiny, the best approach
is to either refine things until it does or look for a completely different
Companies taking the time to build their green USPs are set to enjoy
long-term benefits. Nearly 60% of
consumers are willing to change their shopping habits to reduce environmental
impact and a significant portion are willing to pay a 35%
premium for brands that are sustainable and environmentally responsible.
Beyond your USP, the next obvious place to demonstrate your commitment
to the environment is by adopting an eco-conscious design.
Find a way to signal to your customers that you are preserving and
protecting the environment, whether that’s through the clever use of
iconography or refining your colour choices.
When you have arrived at your new branding, make sure it is rolled out
across every area of your marketing. Every time somebody sees your brand,
either internally or externally, they should see your eco-conscious design.
Updating a brand is a time-consuming exercise, but it is only worth it if you
ensure the new look is visible at every touchpoint. Don’t cut corners here.
in three consumers say a lack of information prevents them from choosing brands
that have ethical practices and values. So make it clear and easy to
understand your green credentials at every possible opportunity.
Consider the environmental impact of a traditional direct mail campaign.
You need paper, ink, and fuel emissions for each of your mailings to be
delivered to your targets.
Now compare the environmental impact of sending a digital direct mail
campaign, where the only thing you need is the electricity to power your
computer. The difference is huge, and that’s before you even consider that 42%
of the UK’s 2020 electricity supply came from renewable sources such as
wind, solar, water and wood.
Here are some of the most effective digital marketing methods:
Email marketing, which takes your message straight to your prospect’s inbox and provides trackable data in an instant. Four out of five marketers reported an increase in email engagement in 2020.
Search engine optimisation (SEO), which helps your prospects find your business more easily and more often when they are searching with intent.
Social media marketing, which builds trust and keeps you front of mind with your most engaged leads. It’s not just a broadcast tool, either. Two-thirds of marketers say social listening – tracking social platforms for mentions and conversations relating to your brand, and then either directly responding or reacting internally to accumulated feedback – has increased in value for the organisation.
Digital publications, which eliminate almost all distribution costs from traditional marketing tools like brochures and reports while simultaneously providing significant revenue growth.
Smartphone apps, which have been proven to increase revenue and profitability. In 2019, Google found that 39% of smartphone users are more likely to browse or shop on a company’s mobile app rather than through a traditional browser.
If you have a green product or service, take time to build a marketing
strategy that repeatedly reinforces your environmental achievements.
Social media is often the quickest and most effective way of taking your
message to your audience. It’s also where your audience is likely to be most
receptive, with 57%
of consumers actively following brands to learn about new products or services and a huge
majority of those followers buying from the brand (89%) or recommending to a
relative or friend (85%).
Find an environmental charity or charities that your business aligns with, then devise a system of financial support – whether that be a one-off donation, or an ongoing commitment. Donating to these charities shows you are committed to environmental action.
By highlighting the work of these charities, as well as referencing your
own donations, you’ll prove your company’s commitment and build trust with your
target audience. Use both social media and website campaigns to spread the
message most effectively.
Ready to speak to a team that can help you move towards a greener, more
environmentally friendly marketing approach?
We’re happy to talk through your situation and
provide you with guidance on the best possible approach for your needs, whether
that’s a small one-off project or a full end-to-end strategic marketing
Alternatively, find out more about DIGITAL
PUBLICATIONS, our most popular environmentally friendly marketing tool.
Bad branding is a disaster for any business. Good branding is OK, but it will only take you so far. Great branding? That sets up your business for ongoing and enduring success – whatever your competition. Here’s how to do it.
The answer is more complex than most people expect (hint: no, it’s
not just a pretty logo).
Over the last three decades, we’ve worked on hundreds of branding
projects. Each has their own nuances and complexities, but our experience has
shown that – broadly speaking – there are three crucial elements that go into any
Think of building a brand as a similar task to building a house. Your
brand identity is equivalent to the foundations. It is the absolutely critical
part of your business’s marketing activity. Without a brand identity, you have
nothing to stand on.
It’s essential you take time to understand how brand identity is more
than simply a logo. Done well, your brand identity is one of your company’s
most valuable assets. It includes everything from your logo, fonts, colours,
tone of voice, imagery styles and even your company values.
Your brand identity helps people to develop certain thoughts, feelings
or responses whenever they see or hear about your company.
A strong brand identity will enable you to answer both of these
“Monitor understood us and what we do from Day One. We wanted to communicate what kind of business ICB is and Monitor has done us proud.”
Having laid your brand’s foundations with a well thought through brand
identity, you’re now able to start building the walls and the rest of the
Every time your brand is seen – whether by consumers, prospects or your
day-to-day business partners – you must reinforce your brand identity. That
means consistency is essential.
Think again of our house analogy. Every moment your brand interacts with
someone is another brick in the wall of your house. Do you want consistency in
the shape, size and colour of your house’s bricks? Or would a house made from
an assortment of different sizes, shapes and colour be a better bet? We know
which one we’d invest in for you!
Have a look at the landscape in which you operate. Are your competitors
doing better than you? If so, try to think about how their brand is helping
them do that. Do they have a consistency that you haven’t yet reached?
Consistency builds trust and trust, in turn, helps to increase your
brand’s value. With that trust in place, you’ll attract more customers and
retain them for longer. Perhaps that’s why 77% of B2B marketing leaders say
branding is critical to growth (Circle Research, B2B Marketing Leaders Report).
Finally, it’s time to hammer home your brand originality with strategic
and well-executed positioning and repetition.
This is equivalent to the roof on your house as the finishing touch. With repetition and positioning, you create a safe environment in which you know your business has maximised its chance of success.
“Monitor clearly understood the brief and worked hard to develop something that was in keeping with our ethos and values while adding a touch of ‘magic’.”
Brand Marketing Manager,
Landing pages cover everything from direct sales to mailing list opt-ins, webinar sign-ups and upsells. Here’s how to do them well.
While there are a huge range of different types of landing page, they
all share one common objective: getting the ‘yes’.
So ultimately, a landing page shouldn’t be judged on how well it
represents your brand or whether it contains what you think are your key
messages. The only thing that matters about a landing page is its conversion
Every decision should be made with that single metric in mind.
“Will this design drive more sign-ups?”
“Will this copy push our prospects closer towards
Control the controllables
Away from the copy and design, several other factors affect a landing
page’s conversion rate. These include:
But some of these may be outside of your control. What is in your
control is the design and messaging you use to build a landing page that
maximises your chances of getting the yes.
Three things to get right in your next landing page
1. Understand your audience’s current state
Every buyer goes through a journey. In their very earliest stages, they
might have a problem that your product would address — but they haven’t yet
even realised they have a problem. So your landing page must do lots of work
taking your reader from an initial position of ignorance through to awareness,
interest, excitement and finally a conversion.
At the other end of the spectrum, your audience may have identified
their problem, researched potential solutions and finally decided that your
product is the one for them. In this case, your landing page can almost
disregard educating the reader and focus entirely on the conversion.
Knowing where your audience is on its buying journey will give you a key
insight into shaping an effective landing page that speaks directly to your
reader’s current situation.
2. Research your audience’s concerns
Getting a conversion isn’t about telling your reader why your product is
so good. It’s about understanding the conversation already happening in your
reader’s head, joining it, and then explaining why your product is the answer
they’re looking for.
So tools like surveys, polls, user testing and even one-to-one
interviews are all essential in providing the quantitative data you need to
best match your message to your prospects’ emotions.
This is known as voice-of-customer data. And yes, there are ways to do
this even if you don’t have an existing audience.
Collect strong voice-of-customer data, and your readers will feel as
though you know them intimately. That’s because your copy will directly reflect
back the issues and concerns already bouncing around inside their head.
You start to look like a mind-reader, and the empathy, goodwill and
emotional connection builds from there.
3 Use page layouts and copy frameworks that are proven
Traditional copy frameworks like AIDA (attention, interest, desire,
action) and PASO (pain, agitation, solution, offer) have been around for
decades for one reason: they work.
Do some research into how best to structure your copy and what
successful landing pages look like (remembering to pay particular attention to
landing pages that are targeting an audience at the same state of awareness as
yours). You’ll soon find some common elements.
If you’re still not sure, or you’d like to get input from marketers with
proven expertise, talk to us. We’re a friendly bunch and we’ll listen more than
we talk – promise!
Book a free, no obligation 30-minute discovery meeting
Ready to get started on shaping your next landing page?
Book your discovery meeting today.
With inboxes already starting to fill with Christmas offers and promotions, here are four ways to stand out this festive season and give your business everything it deserves – more leads, more sales and more profits!
Creating bespoke visual content
for your email campaigns and social channels will create a buzz, spread joy –
and encourage your audience to engage with your brand.
Don’t hold back. It’s time to get
as creative as you can. Done well, it’s the perfect opportunity to show some
personality while reinforcing your brand values.
Ask us about how we can create animated
Christmas scenes, yuletide website messages or holiday emails that are sure to
catch the eye.
Using socials, emails and websites
to shout about the last year is a fantastic way to bolster your Christmas marketing
strategy and showcase your business’s achievements.
It strengthens those key
relationships and encourages customer loyalty for the upcoming year. It’s also the
easy way to build buy-in and excitement for the year ahead.
Christmas e-cards are becoming increasingly popular due to their time, cost and environmental savings. So why not take this a step further and send your customers personalised Christmas e-cards?
They are extremely flexible and can be designed to reflect your brand image and core messages.
Christmas is also the perfect opportunity to highlight your key products. Spending is undoubtedly going to increase over the next month or so, and it’s important to reach your customers and prospects before your competitors do.
We can help you ensure your
website is fully optimised and that you are set up for selling across all the
major social platforms. So you won’t be left in the cold this Christmas!
Need some last-minute expert advice for your festive comms?
Get in touch to see how we can help you get the most from your seasonal campaign.
Book a free, no obligation 30- minute Discovery meeting
With the end of 2021 fast approaching, don’t miss this crucial opportunity to strengthen your relationships and build customer loyalty.
Understanding the value of an end-of-year review
An effective end-of-year review
will take a deep dive and evaluate your entire year, creating a compelling
executive summary of your business. Typically, your end-of-year review will:
By setting your intentions and
exploring what you have learned, you strengthen your relationships with staff
as well as clients. Going forward, you also prevent you and your team from
overlooking important pieces of information.
But with so much material to
communicate to your audience, capturing your reader’s imagination and holding
their attention is essential. Whether it is clients, employees, management or
investors who are reading your review, it’s important to create a visually
3 ways to create an engaging, memorable end-of-year review
in producing an end-of-year review? Speak
to us today and take the first steps to a clear, concise and visually attractive
Understanding user journeys and website navigation is key to maximising your website’s financial return.
Website navigation and user experience are two of the most important aspects of your website’s performance. But for many organisations, the focus falls elsewhere – with significantly negative results.
Why is website navigation so important?
Good website navigation will reduce your bounce rate, increase visitor
numbers, enhance your search visibility on platforms like Google, and drive up inbound
enquiries and conversions.
On the flip side, getting it wrong can hinder your chances of progress
in all those areas. Here are two of the most frequent mistakes we see:
User experience is constantly evolving
At Monitor, we’ve recently updated our own website navigation. We wanted
to make it easier for our visitors to find our service pages.
By making those website updates, we helped users quickly find an answer
to their biggest question: “What do you do?” It’s a question your website
visitors are probably asking, too.
Think of your website like a shop window. The biggest brands invest in
dressing their high street windows in the most appealing way possible.
Why? Because shoppers will walk past a poor, confusing or frustrating
display. But a great display that’s eye-catching and easy to understand will
attract people into the store. Your website is the same.
By taking time to constantly review, evolve and update your site to best
serve your users, you’re investing in your business’s future performance.
What better investment could you make?
Get an initial user experience review by booking a free 30-minute discovery meeting with our team in Manchester to find out more. It’s completely informal, with absolutely no obligation on your part.
As we celebrate a powerful world of online connections, it’s clear social media is now an essential part of B2B marketing and relationship building.
In 2020, digital kept the world turning. As every aspect of our lives
was upended by the Covid-19 pandemic, it was digital activity that ensured any
semblance of normality for businesses facing circumstances they’d never seen
So if there were any lingering doubts about the value of social media
and digital marketing activity, last year was the year they were finally put to
Social media’s key role in modern-day business
Over the last 12 months, we’ve seen social media dominate online
activity. It’s been a crucial link to the outside world for isolated
professionals removed from their offices and forced to work from home. But it
has also moved well beyond simply providing a daily ‘water cooler’ moment.
It has become an essential part of any effective marketing mix,
supporting and amplifying the role of a company’s website to build connections
and collaborations at dizzying speeds.
Social media makes every business global
In 2020, we saw social media literally keep businesses alive by
spreading the word about crucial GoFundMe campaigns.
We know from working with our own clients how globalised social media
has made business activity. Spreading the word has never been easier. Businesses
are now reaching audiences and markets that would simply have been out of the
question just 10 years ago.
Even platforms like TikTok, which were not traditionally associated with
business activity, are becoming part of the B2B conversation. And it’s not hard
to see why. At every turn, social media has facilitated relationships,
partnerships and even acquisitions.
Look at LinkedIn alone. It’s importance is now unquestionable in any
organisation aiming to grow its customers, sales and profits in 2021 and
As we celebrate World Social Media Day 2021, make sure your social media
strategy is robust, engaging and aligned with your business objectives. And if
it isn’t… call us!
What could an effective, well-planned and commercially sensitive social media strategy do for your organisation? Book a free 30-minute discovery meeting (virtual or face-to-face) with our team in Manchester to find out more. It’s completely informal, with absolutely no obligation on your part.
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