As mentioned above, search advertising costs have increased due to changes to the Google Ads platform, but it’s also because macroeconomic trends have made consumers more conscious of their spending, which has likely reduced conversion rates.
This is a broader topic that needs to be considered for your entire marketing strategy in the coming period. Here are two ways to adapt.
Create a full funnel strategy
This is by no means a new marketing strategy. It’s just more important than ever. While consumers are more conscious about spending and potentially more hesitant to convert, that doesn’t mean they’re incapable of converting. Even if you’re selling non-essentials.
If you focus too much on chinese student data bottom-funnel conversions, you might run into a few problems. Use a full-funnel strategy. This will allow you to acquire leads and then simply nurture them from there through your funnel. This doesn’t mean you’re cajoling them. It means you’re proving your value and earning their trust over time. They’ll be more confident that it’s worth the investment. That’s what perceived value is all about . Additionally, as more ads appear on non-commercial SERPs, you may be able to benefit from advertising offers at the top of the funnel, such as ebooks.
Illuminate identity and expression
As Gen Z becomes a larger percentage of the consumer population, efforts towards inclusion and diversity among brands are growing. Social media is becoming more individualized and has a major impact on our lives. And as a result, importance and identity are taking center stage.
People want to be seen, heard, and appreciated. In the coming period, you will need to incorporate this concept into your entire brand identity. Make sure that:
- You represent different the first essential step identities (gender, ethnicity, sexuality, religion, physical abilities) in your images.
- You want feedback from your customers.
- You encourage your audience to celebrate their uniqueness, choose their own adventure, and own their story.
Best Marketing Strategies (Recap)
As you can see, social media, search engines, email, and a mix of paid and organic strategies are still the best way to go.
- Expand on Facebook, but not in search.
- Try click-to-Messenger ads.
- Bet on executive list automation.
- Align your SEO and CRO.
- Focus on a niche specialization.
- Simplify SEO content.
- Use pop-ups to compile first-page data.
- Choose your own adventure emails.
- Treat every platform like TikTok.