In 2023, the way to build customer loyalty has evolved into a complex yet essential component of a brand’s success and can be quite challenging to maintain, even if you’re one of the trendiest out there.

With more and more brands taking risks to build and secure customer loyalty, the playing field is extremely competitive. It’s not just about repeat purchases or compelling promotions, it’s about forging a genuine and lasting connection with your customers.

At Embryo, we have a range of experts that can help build customer loyalty. If you’re interested in working with us then call us today on 0161 327 2635 or email info@embryo.com.

Knowing Your Audience Helps

Customer loyalty works in various ways, but will always be necessary to any successful business. You first want to make yourself aware that if people don’t buy into your brand, then they won’t buy your products. In 2023, it’s important to be aware that they are not just repeat buyers, but also your brand advocates and are looking to build deeper relationships with your brand. You have to be able to resonate with your audience, which is achieved by closely monitoring your audience to establish what their needs are.

A 2021 report by Cheetah Digital revealed a 71% increase in consumers looking for brands to give them something exclusive or early access. This is something that we are seeing more often. Brands like O2, for example, offer O2 priority rewards, it’s available 24/7 and shares exclusive access to gigs- no wonder it’s one of the fastest-growing loyalty programs in the UK. It just establishes how essential that brands reward long-term consumers to improve their chances of maintaining their loyalty.

Currently, in a landscape, where the cost of living is at an all-high, even long-standing customers are more aware than ever of what brands are doing to support them, meaning that they are more likely to jump ship for a brand offering a similar product if their loyalty program is better. With that being said, I think when you strip it back, it goes deeper than just affordability or what you’re doing to help customers during a financial crisis and there needs to be emphasis on your community.

Building Foundations Equals Building Customer Loyalty

In 2023, brands need to be focusing more on building the foundations with their customers, understanding what they want from you is most beneficial in increasing the likelihood of building and maintaining mutual respect to encourage a loyal customer base. Your customers need to believe in you and understand the foundations and the core values that your brand is built on and that you have them as your priority. It’s clear to see that exclusivity is a huge step in the right direction for building foundations that contribute to the retention of loyal customers.

Starbucks recently revealed their new tiered system for rewarding customer loyalty. Each membership provides different rewards, with one offering a free drink on your birthday. This allows customers to choose which one will suit their needs most, placing more control back on the customer, which is likely to make them feel more respected and valued. Again, in a competitive digital landscape, your brand needs to find a way to stand out, so by offering an app where you’re able to track your rewards, which is a quick and simple way for customers to keep customers engaged with your brand.

Loyalty schemes are something that has developed more and become extremely prevalent in the current landscape. However, understanding why this is so important from a psychological perspective, there’s less emphasis on the incentives and promotions themselves, but establishing them as a way to connect with your audience on a deeper level, fosters community building, resonating your values with your audience and building trust.

What Is Personal Branding and How Can It Help Build Customer Loyalty?

Personal branding is a great way to communicate your company’s values and missions, allowing consumers to understand what it is you’re passionate about, what your brand represents and whether or not you are something they want to support.  It allows the consumer to connect with your band on another level, thus making you seem more relatable and in turn, easier to trust and buy into. This is something health-related brands can capitalise on extremely well as it’s an emotionally charged subject.

What do you do to support your local community or the industry you work in? It’s a great question to ask yourself when looking to build loyal relationships with consumers, they want to know that you care about them and that you’re advocating for positive change within your industry. It just makes you stand out from a professional view and something that they can share with their friends, like “Did you hear XYZ, the pet brand teamed up with their local animal shelter to provide free meals and toys etc.” Identifying a way to integrate deeper into your industry can help distinguish your longevity whilst acknowledging your corporate social responsibilities.

According to a study by Edelman, two-thirds of consumers now buy on beliefs and brands are now having to up their game and become more strategic with their marketing. One way to achieve this is consistency, creating a product line or branding campaign that is consistent with the core values and overall design of the brand can help communicate the right message, thus building trust and customer loyalty.

With personal branding, comes a personal touch. What really can set a business apart from another? Whether it’s your branding itself, your website, or your social media, what makes you distinctive is something that can build your brand. Consumers are more likely to not only remember you but want to come back to you, we can compare this to when you find a funny TikTok and go back hours later to see if they have posted new content, it all works similarly.

By incorporating personal branding into your business strategy, you open up a clear pathway to communicate your brand’s mission and values. This allows customers to connect with your brand on a deeper level, which ultimately establishes trust between you and your customers, effectively building customer loyalty.

Competitor Analysis

When looking to build customer loyalty, It comes as no secret that competitor analysis can help you tailor your strategies to reach the right audience. It allows you to identify what your competitors are doing for their customers and what is most successful, which can help you to know your audience better.

Competitor analysis can often help brands distinguish customer expectations, which can help to tailor products and services to meet their needs and this can create an environment where the customer feels part of the brand, building trust.

Competitor analysis is great for helping tailor fundamental strategies, like differentiation strategies and customer retention strategies. Establishing what your competitors are doing is a great way to avoid running campaigns or releasing a product line that looks like carbon copies, it’s a great way to set you apart and demonstrate originality. It gives the unique advantage of understanding where there is a gap in the market for you to penetrate.

By spotting gaps you can help identify a need for something and provide a solution. l, which enables you to saturate a market to meet specific needs of consumers which can help build more awareness around your brand, which will ultimately lead to a more loyal customer base.

By including competitor analysis in your customer loyalty strategy, you can tailor your approach to reach the right audience by identifying what your competitors are doing successfully. This gives you understanding and helps you meet customer expectations and build trust. Competitor analysis is valuable for shaping differentiation and customer retention strategies to help avoid duplication, identifying those gaps in the market to brand awareness, and ultimately retaining more loyal customers.

In Digital PR, we conduct competitor analysis for our clients to establish the industry that they sit in, which allows us to tailor our strategy accordingly and spot the best opportunities to achieve the highest ROI for our clients.

Feedback and Improvements

Your customers are at the forefront of any successful business model, so it’s vital to listen to their needs and thoughts.

A lot of brands offer the ability to leave a review or complete a survey whilst on the platform to help improve the user experience. These are things that I’m seeing more of especially in 2023 as it’s a quick and effective way to let customers have their say. By giving them the opportunity to consumers to share their thoughts and feelings, you place them as a priority and allow them to feel heard, which improves your reputation. This can help brands connect with their customers, gaining a deeper understanding of what their customers need the most.

How to Leverage Positive Feedback

From a Digital PR perspective, leveraging positive feedback can be extremely useful to include on your website, placed in press releases and highlight what your brand is doing to become more innovative, improve customer satisfaction and increase brand visibility.

Conclusion

In the current landscape, knowing your audience and having a deeper understanding of your customers is going to be one of, if not the most important to be aware of, in establishing trust and loyalty. This goes hand in hand, with competitor analysis, which will give you all the tools to approach and implement successful tailored strategies.

If you’d like to learn how Embryo can help you build customer loyalty or any of our other digital marketing services, then give us a call on 0161 327 2635 or email info@embryo.com.

At Embryo, we are using a range of automation to make our workload easier and to free up our team of digital marketing experts time to work on where they are most needed. It’s this knowledge which sets us apart from other agencies and enables us to put more time into combined marketing performance and strategy, rather than report on vanity metrics.

If you’d like to speak to one of your team in more detail about marketing automation or about any of our digital marketing services, feel free to get in touch with our team after you’ve read this blog by phone at 0161 327 2635 or email info@embryo.com.’

How much is marketing automation used in day-to-day digital marketing?

Understanding automation in digital marketing is crucial, and there are so many areas of automation, some that we take for granted and some that we don’t even think about. Here is a collection of top-level stats relating to marketing automation across all areas of digital:

• Salesforce State of Marketing Report found that 67% of marketing leaders currently use a marketing automation platform.
• 75% of email revenue is generated by automated campaigns, according to the DMA Marketer Email Tracker.
• On the whole, companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost.
• 91% of the most successful marketing agencies agree that marketing automation is “very important” to the overall success of their marketing across channels.
• Marketing Automation ROI: A report by VB Insight found that 80% of businesses saw an increase in the number of leads, and 77% saw an increase in conversions after implementing marketing automation of some kind to their CRO optimisation.
• Marketing automation can lead to a 15% increase in sales productivity and a 12.2% reduction in marketing overhead by improving customer retention.
• According to Mailchimp, segmented email campaigns have a 14.32% higher open rate compared to non-segmented campaigns.

Our Award Winning PPC Team at Embryo use automation frequently as part of their optimisation of both Google Ads and Microsoft Ads

One of the areas Embryo uses automation most is paid media. There is so much user data from interactions with paid ads online, that the algorithms for paid search are full of data that if you tell them your goals they will bring results. What’s important is setting the boundaries of where this is to operate to ensure you achieve your client’s goals and KPIs. Here are some stats on automation in use at the heart of digital marketing, pay-per-click:

• 68% of B2B organisations use A/B testing on landing pages to generate leads for future conversion.
• Campaign Monitor report that using a segmented campaign can create as much as a 760% increase in revenue when putting data-created audiences into their own ad groups.
• Personalised headline copy from Google Ads campaigns improves click-through rates by an average of 14% and conversions by 10%.
• Wordstream reports that automation tools can reduce the time spent on keyword management by up to 90%, which is something we have also found working on our client’s Google Ads Campaigns.
• Hubspot reported last year that ad copy testing using automation can result in a 15-20% increase in click-through rates, which is also something we have seen to be true at Embryo.
• 74% of PPC marketers use automation to schedule ads during peak performance times, a key consideration when getting the most out of your PPC budgets, as reported in the Search Engine Journal.
• Looking through Google Support, you can also find notable stats on marketing automation such as automated ad copy from a DSA campaign, which can improve Quality Scores by 16-18%.

Paid Social also has a lot of automation to play with, as users spend more and more time online scrolling

The algorithm that dictates what content we see on paid social, is constantly learning and updating the file on each of us with what we do and don’t like depending on our behaviours. Matching up our data, they are then also able to see what we are doing on other platforms to build a fuller picture. Paid Social probably has the biggest use of automation out there, with so much data existing in these platforms that we aren’t able to access. Here is just a glimpse into the automation stats for paid social:

• Social Media Today reports that 75% of marketers say they currently use at least one type of marketing automation tool in their social media marketing strategy.
• 72% of marketers use some form of marketing automation for paid social campaigns, according to the Sprout Social Index. This can be automatic placements, AI-generated ad copy or automatic recommendations within the Meta business platform.
• Marketers who use automation tools for paid social advertising experience a 32% reduction in ad spend, though at Embryo, our paid social team have found that using bid caps is a good way to get around ad platforms using your budget regardless of the results, giving the automation a boundary to operate within.
• Similar to PPC, Marketing Land has also found that automated ad targeting on social platforms can increase click-through rates (CTR) by 74%.
• Adweek has reported in recent months that automation tools can boost ad relevance by 76% through personalized messaging on social media.
• Companies using paid social automation tools report an average ROI increase of 42%.
• An important stat for all business owners here, marketers can save up to 20% of their time by leveraging social media advertising automation, taking the leg work out of deciding all the variables for each individual campaign.
• Automated A/B testing and experiments for social ads can lead to a 25% increase in conversion rates according to AdExchanger.
• Remarketing campaigns with automation tools can boost conversion rates by 42% on social media, these automated tools can create audiences for you, using a whole collection of sources, so you aren’t just limited to what’s in the social platform, even though your ads are delivering there.
• Mobile optimised ads created with social media automation tools have a 48% higher conversion rate, as they look at feel better on the user’s device. You can create this manually of course, but it’s far quicker to let marketing automation do the work.

Email Marketing is the most popular use of automation in marketing

Tools such as Mailchimp, Klaviyo and Mandrill have all been early adapters in automation, taking over the manual send of a message by allowing marketers to set up flows of what they want to happen when, and then leave the tool to it. All the marketing team need to do is go back and analyse, then optimise, but many of these tools will also make their own recommendations. At Embryo, our content team often create bespoke messages to fit this automation, and here are some headline stats on why automating your email is a no-brainer:

• 82% of companies use email marketing automation in some form, even those sending mainly internal communications.
• Mailchimp reports that email campaigns that use list segmentation techniques see a 14.32% higher open rate compared to non-segmented campaigns.
• Personalised email messages improve click-through rates by an average of 14% and conversions by 10%.
• Companies that nurture leads by marketing automation make 50% more sales for 33% less than non-nurtured prospects.
• Welcome emails sent through marketing automation generate 320% more revenue per email than promotional emails, Wordstream reports that adding an offer at the start of a customer’s journey is the top way to use your email marketing campaign.
• Automated cart abandonment emails sent within an hour have an average order rate of 4.64%, Salecycle also reports that along with the welcome email, cart abandonment is the top priority for ecommerce.

Where to begin with Marketing Automation

There is a lot to digest when learning about marketing automation and the endless possibilities of what you can do within marketing now we have so much data at our fingertips. It’s important to always remember your goals and have a good understanding of your customer journey before automating anything that could make your marketing team’s work easier.

At Embryo, we’re experts in strategy across all digital channels, so if you want to speak to us about how we can help with your automation on SEO, PPC or Paid Social please do get in touch with our team by phone at 0161 327 2635 or email info@embryo.com.

In-app advertising continues to grow at speed, and over the next few years, the predicted spend on in-app advertising is predicted to be over 7x what it was in 2017.

Apps have become engrained into our daily lives, we use them to catch up with friends, to manage our finances, to share what we’re doing, to kill some time playing games, to catch up on the news, to read a book, to listen to music, there’s an app for everything. And with an app for everything, there’s a lot of opportunity to get in front of people with paid advertising.

So, where are advertisers spending their money? And how do consumers respond to in-app advertising? We’ve got the stats you need to make the most of the growth opportunities with in-app advertising. If you’re looking for the latest SEO stats instead, see our other article, 30 Key Stats For SEO in 2023.

At Embryo, our Paid Media teams are experts in paid advertising, so if you’re looking to capitalise on the in-app advertising boom, contact us on 0161 327 2635 or email info@embryo.com and let’s talk about getting your products and services in front of the right people at the right time.

Where Are Advertisers Spending On In-App Ads?

The top app category for ad placements won’t come as a surprise to you, it is, of course, social media. Second, again likely not a surprise, games. If you’ve ever played a game on a mobile device you’ll know how important ads are for driving revenue to allow continued development.

Top In-App Ad Spend Stats

1. Worldwide In-App Ad Spend is predicted to hit $314.56billion in 2023.
2. By 2027, this is predicted to grow by 47% and reach $469.29billion.
3. In 2024, of all in-app ad spend:
   a. It’s estimated that social media will account for 38.1%.
   b. It’s estimated that games will account for 30.19%.
4. In 2024, per mobile internet user, that equates to a per person spend of:
   a. $24.71 on social media
   b. $19.57 on games.

How Are Consumers Engaging With In-App Ads?

Ads are only as good as their performance, and in-app advertising sees consumers interact differently with ads than general web placements such as display. Consumers are more engaged, more likely to click, and more likely to take an action after clicking, when viewing in-app advertising. This could be down to in-app advertising having more aligned personalisation with users because they tend to be less affected by ad-blockers in the same way that browsers are. We’ve collated some stats on consumer in-app ad engagement.

Top In-App Consumer Ad Engagement Stats

1. Apps convert three times more product viewers than mobile web.
2. In-app ads (average CTR 0.56%) globally perform better compared to web ads on mobile (average CTR 0.23%).
3. In-app video ads have a 7.5x higher CTR than display banner ads.
4. Native in-app ads receive 3x more attention than display ads.
5. According to a survey, 52% of smartphone users find in-app ads useful.
6. On average, rewarded video ads have a 75.8% completion rate.
7. iOS users are 21% more likely to click on in-app advertising than Android users.
8. The gaming segment of mobile in-app advertising has a click-through rate of 11.4%, which is the highest among all categories.
9. 92% of mobile app time is spent on apps that are supported by in-app advertising.
10. On average, mobile users are exposed to more than 4,000 in-app ads per month.

How Is The In-App Advertising Industry Performing?

We know that in-app advertising continues to grow, and in particular in the gaming sector, but how does the industry overall perform? What is the perception of in-app advertising for consumers? Here are the top in-app advertising industry stats we’ve collated for this article.

Top In-App Advertising Industry Stats

1. In-app banners account for 56% of all in-app advertising inventory.
2. 83% of consumers are willing to share their data for a more personalized experience.
3. In 2020, mobile in-app ad revenue accounted for more than half of the global digital ad spend at 53%.
4. 47% of marketers use in-app advertising to achieve their marketing objectives.
5. Approximately 69% of mobile app developer’s revenue is generated from in-app advertising.
6. 94% of mobile ad revenue is generated through data-driven, targeted in-app advertising.
7. The eCPM for iOS in-app interstitial ads is 51% higher than that of Android in-app interstitial ads.
8. 59% of smartphone users consider in-app advertising to be less invasive than other ad formats.

Conclusion

If we look over all of those stats above, we see a positive picture for in-app advertising. The sector continues to grow, gaming and social media are leading the charge, we see consumers interacting more positively with in-app ads, and we know that a vast majority of time spent on mobile devices are in apps. All of this comes together to present a good opportunity for brands to engage with a large audience and get increased returns in comparison to other forms of paid advertising, specifically display.

This isn’t to say that in-app advertising is right for every business, there will be sectors that will see better results than others, but at a minimum it’s worth testing, and should you see the results you’re looking for, then in-app advertising can become another part of your overall marketing strategy.

If you need help with getting in-app ads up and running, we’re here to help. Take a look at our case studies and see how we’ve helped businesses from all different industries to improve their digital marketing performance. 

Sources:
• https://www.luisazhou.com/blog/mobile-marketing-statistics/
• https://www.statista.com/outlook/amo/advertising/in-app-advertising/worldwide#ad-spending
• https://siteefy.com/mobile-marketing-statistics
• https://zipdo.co/statistics/in-app-advertising/

At Embryo, we understand the significance of staying ahead in the digital marketing game, which is why we wholeheartedly embrace the power of split testing along with other marketing strategies. If you want to propel your business to the next level, contact our award-winning social team or get in touch by phone at 0161 327 2635 or email info@embryo.com and we’ll be happy to help. 

What is a Split Test?

Split testing, also known as A/B testing, is a systematic method used in digital marketing to compare two or more versions of a specific element within a campaign. The goal is to determine which version performs better. Paid social advertising, these elements can include ad copy, images, headlines, calls to action, audience targeting, and even the landing pages to which the ads direct traffic towards.

How to Set up a Split Test

Setting up a split test requires careful planning and execution. Here’s a guide to help you get started:

Identify Variables:

Before beginning a split test, it’s essential to identify the variables you want to test. These variables could be anything within your ad campaign that might influence its performance. Common variables include ad copy, images or videos, headlines, audience segmentation, ad placement, objective, and ad scheduling.

Creating Variations: Once you’ve determined the variables to test, you’ll need to create multiple variations for each of them. For example, if you’re testing ad copy, you might prepare two or more different headlines and descriptions. These campaigns will be run along side each other at the same time. 

Traffic Allocation: In a split test, the incoming traffic is randomly divided among the different variations. For example, if you’re testing ad copy, half of your audience might see “Version A,” while the other half sees “Version B.” Random allocation ensures that the results are unbiased.

Selecting Test Elements: The effectiveness of your split test relies heavily on the elements you choose to test. Here are some common elements to consider:

1. Ad Copy: Test different headlines, descriptions, and messaging.
2. Images or Videos: Experiment with various visuals to find what resonates with your audience.
3. Audience Segmentation: Try different demographic, geographic, or interest-based targeting options.
4. Ad Placement: Test which placements perform better, such as Facebook news feed, Instagram stories, or other options.
5. Ad Scheduling: Evaluate the best times and days for your campaigns.

Statistical Significance

One of the critical aspects of split testing is determining statistical significance (indicates how likely it is that a marketing campaign was directly responsible for its recipients’ behaviour). It’s essential to ensure that your results are not coincidences/luck. Here’s how you can establish it:

Sample Size: The larger the sample size, the more accurate your results will be. Ensure that your test runs long enough to gather a sufficient amount of data.

Confidence Level: Set a predetermined level of confidence (often 95% or 99%) to determine the statistical significance of your results.

Statistical Tools: Use statistical tools and calculators to analyse your data and identify the winning variation. These tools help you determine if the observed differences in performance are statistically significant.

Implementing Changes

Once you’ve collected enough data and determined the winning variation, it’s time to implement the changes:

Apply the Winner: Use the most effective ad copy, image, or targeting strategy across all your future social advertising efforts.

Monitor Results: Continue to monitor the performance of your ads. Remember, audience preferences can change, so be ready to adapt as needed.

Best Practices and Tips

To make the most of split testing in your paid social advertising campaigns, consider these best practices:

1. Clearly Define Your Goals: Before starting a split test, establish clear objectives. Are you aiming to increase website traffic, generate leads, or boost sales? Knowing your goals will help you choose the right variables to test.
2. Run Tests One at a Time: To avoid confusion and maintain data accuracy, it’s best to test one variable at a time. When testing ad copy, keep all other elements consistent.
3. Allow Sufficient Time: Ensure you run your split tests for a reasonable duration to collect statistically significant data. A few days might not be enough; you may need weeks or even months, depending on your audience size.
4. Use Reliable Split Testing Tools: Various tools and platforms can help you set up and manage split tests in your paid social advertising campaigns.
5. Segment Your Audience: To make your split testing even more effective, segment your audience based on factors like location, age, interests, or previous interactions with your brand. This allows for more targeted testing.

In the fast-paced world of paid social, split testing is an invaluable strategy that can help you refine your campaigns, reduce ad spend wastage, and ultimately drive better results. By systematically testing and optimising various elements of your ads, you can make data-driven decisions that improve your ROI. Remember, success in paid social advertising is not just about how much you spend but also about how efficiently you spend it. Split testing is the key to achieving that efficiency. So, don’t leave your ad campaigns to chance; start split testing today, and watch your results soar.

If you’d like to learn how Embryo can take your Paid Social campaigns to the next level, please get in touch with our award-winning paid social team or email us today at info@embryo.com.

Embryo’s PPC team has found that local service ads tend to work best for small and medium businesses that want to push their services in a specific geographical area.

If you are a business that is keen on setting up local service ads or an individual who wants to learn more from our PPC team, then please get in touch after you’ve read this blog by phone at 0161 327 2635 or email info@embryo.com.

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What Is the Difference between PPC Ads and Local Service Ads?

One of the key differences between the two is that in PPC Ads you have to pay a fee per click called a cost-per-click or cpc. Whereas for local service ads you only pay a fee when a user contacts your business via the ad.

Another difference is the way in which each ad targets its target audience. With regular PPC search ads, we use keywords and variations of match types in order to control what search terms your ads appear for. However, with local ads, you simply select your business industry and your geo-location and Google chooses which search terms your ads appear for.  Businesses ‘rank’ for Local Service Ads based on the number of customers they serve and their average review rating.

Positioning, local service ads appear above PPC, and organic ads on the SERP. For regular PPC ads, only 2-3 of the highest bidding companies appear at the top of the SERP, however for local ads, there is a “more” drop-down option, so the user is able to see multiple services.

What Are the Benefits of Local Service Ads?

1. Lower Cost Per Lead: As mentioned above, local ads only charge you a fee if the user has contacted you through the ad. This means you can drastically lower your cost per lead as you are cutting out all the wasted spend on irrelevant or poor-quality clicks you would otherwise spend on regular PPC ads. Local service ads are cost-effective.

2. Voice Search response: Local ads are featured at the top of SERPs on all devices. In recent years, with the rise of Google Home and Amazon’s Alexa, voice search has become a new way to find quick answers to your solutions. This works hand in hand with local ads as high-intent keywords for voice search are often location-based such as “near me”, “open now”, “local” or “find me”.

3. Google Guaranteed: Google Guaranteed Badge is available for businesses that pass a Google screening and verification process through Local Services Ads or its partners. This is a powerful partnership as it can differentiate your ads from your competitor ads as well as give users confidence in your services. 

How Do You Know If a Business Is Google Guaranteed?

If the service is available in your area and you receive certification, a badge or logo will be displayed next to your ad. This badge looks like a small green circle with a white tick.

What Industries Can Run Local Service Ads?

• Cleaning Services
• Mobile Beauty Services (hairdressing, nail tech etc)
• Education Sector e.g. Tutors
• People Care / Child Care
• Pet Care
• Sports Coaches/ Teachers
• Wellness Sector (Personal Trainers, Yoga Teacher etc)
• Home Services (Decorator, Plasterer, Builder, Roofer, Mover etc)
• Professional Service (Lawyer, Financial Planner, Tax Specialist etc)

Is Your Country Eligible for Local Service Ads?

• Austria
• Belgium
• Canada
• France
• Germany
• Ireland
• Italy
• Netherlands
• Spain
• Switzerland
• United Kingdom
• United States of America

How To Set Up Local Service Ads:

Step One: Eligibility

Firstly you will be asked to select what country your business operates in along with your specific post code. There is also a drop-down menu where you need to select what kind of business you are setting up ads for.

Once you have submitted these details you will receive a notification whether your specific area is available for local service ads. If they aren’t, there is an option to be notified when local ads are available in your chosen area. You do this by adding your contact details. However, if local ads are available in your area, you need to create a profile.

Step Two: Create A Local Service Ads Profile

This section is crucial to the success and visibility of your local service ads. Here you input all your business details e.g. name, address and contact details. You can also include your prices for the different services you offer. Please note that you can always edit these if prices change or if you need to remove or add new services.

Step Three: Document Upload

For this section, depending on your industry you need to upload qualification certificates to prove you are qualified to work in your chosen industry. Uploading this paperwork is crucial as Google will not cover you unless you can prove you are properly licensed.

If you are unsure of which documents to upload, Google has a list to help you.

Step Four: Background Check (if relevant) & Budget Management

For some countries, Google requires an additional background check. This usually involves a phone call from Google where they will ask you some questions. This background check is free of charge and they usually check that your social security number is valid.

If your country does not require this, you can move on to budget management. As explained above, you only pay per number of leads not clicks. Here you can enter your budget for how many leads you are aiming for. Please note this can be changed.

Step Five: Assess Lead Quality

Monitor the quality of your leads and which ones become customers. This will help you draw conclusions in the long run and allow you to make optimisations based on what has historically brought in the best-quality leads vs what has historically brought in low-quality leads.

Connect With the Audience Near You

Incorporating local service ads into your digital marketing strategy can be highly effective if you have a brick-and-mortar store or offer services in a specific geographic area. They can help you reach potential customers near your location, which can be especially beneficial for attracting foot traffic or local clients.

Ultimately whether or not you should run local ads should be based on a comprehensive analysis of your business’s specific circumstances and goals. It’s often a good strategy for businesses with a strong local focus, but it may not be as relevant for businesses that primarily operate on a national or global scale.

If you think local service ads would work for your digital strategy and need help. Please contact our team to discuss this by email at info@embryo.com or call 0161 327 2635.

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It’s an area of marketing where approaches differ, but ultimately the goal will always remain the same – to build a stronger backlink profile and increase domain authority. This often feeds into a wider marketing strategy.

Given that there are different approaches to link-building, a lot of research has been carried out in this area to determine just how important it is in a strategy, and also how important it is to marketers.

In this blog, we’ve rounded up 30 key statistics about the topic, so you can educate yourself on how and why link-building should form a key part of your marketing strategy!

Here at Embryo, we craft tailored organic strategies based on your KPIs, some of which will involve link-building. To learn more about our approach to SEO and what we could do for you, please get in touch with our team after you’ve read this blog! You can call us on 0161 327 2635 or email info@embryo.com and one of our team members will assist you.

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30 Link-Building Statistics Every Marketer Needs to Know

1. The majority, 93.8%, of link builders emphasise the importance of link quality over quantity. (Source: Authority Hacker)
2. The majority – 65% – of marketers gauge link quality by assessing domain authority, while domain rating (48%) and page authority (36%) are also common methods. (Source: Aira)
3. A significant 79.7% of SEOs view link-building as a crucial component of their SEO strategy. (Source: Authority Hacker)
4. A survey reveals that personalised email outreach remains the most successful method of acquiring backlinks, with 79% of respondents achieving success using this approach (Source: BuzzStream and Fractl).
5. More than half, 52.3%, of digital marketers find link-building to be the most challenging aspect of SEO. (Source: Authority Hacker)
6. If limited to a single metric for evaluating link quality, 34% of marketers would choose domain authority, while 22% would opt for domain rating. (Source: Aira)
7. A mere 2.2% of content manages to secure links from multiple websites. (Source: Backlinko)
8. Sending follow-up emails in link-building outreach campaigns results in 40% more links being acquired. (Source: Authority Hacker)
9. Google’s page ranking algorithm places significant emphasis on links, ranking them among the top two criteria considered. (Source: Search Engine Land)
10. A considerable 41% of SEO experts find link-building to be the most challenging aspect of search optimisation. (Source: Ascend)
11. According to SEO experts, backlinks rank as the third most critical factor for site ranking. (Source: Databox)
12. It typically takes an average of 3.1 months for the impact of links on search rankings to become noticeable. (Source: Authority Hacker)
13. Approximately 94% of online content fails to garner any external links. (Source: Backlinko)
14. A notable 38% of marketers prioritise page rankings as their top Key Performance Indicator (KPI) for assessing the effectiveness of their link-building efforts. (Source: Aira)
15. The quantity of backlinks a web page possesses is directly associated with the amount of organic traffic it attracts. (Source: Ahrefs)
16. Among factors contributing to successful SEO, referring domains to a URL, specifically through backlinks, exhibit the strongest correlation. (Source: Authority Hacker)
17. An overwhelming 89.2% of link builders report that it takes between 1 and 6 months to witness the effects of links on search rankings. (Source: Authority Hacker)
18. Links constitute one of the top two criteria considered by Google’s page ranking algorithm. (Source: Search Engine Land)
19. A majority, 65.4%, of SEOs prioritise domain authority over the number of links on the target page when assessing search rankings. (Source: Authority Hacker)
20. The first-ranked page on Google has an average of 3.8 times more backlinks than other pages. (Source: Backlinko)
21. SEO experts rank external linking as the third most crucial factor for search optimisation. (Source: Databox)
22. A study on web content reveals no correlation between backlinks and social shares. (Source: Backlinko)
23. The majority – 65% – of marketers gauge link quality by assessing domain authority, while domain rating (48%) and page authority (36%) are also common methods. (Source: Aira)
24. Only 2.2% of content manages to generate links from multiple websites. (Source: Backlinko)
25. 28% of SEO budgets go towards link-building. (Source: Authority Hacker)
26. Pages ranking in the top 10 search results have a diverse anchor text profile, with only 13% of anchors being exact-match keywords. This emphasises the importance of employing a range of anchor text phrases when building links (Source: Ahrefs)
27. 51% of SEO professionals regard competitor backlink analysis as a vital element of their link-building strategy, emphasising the value of identifying and targeting high-quality sources similar to competitors. (Source: SEMRush)
28. There is a positive correlation between social media shares and the number of backlinks a page receives, indicating that promoting content on social platforms can indirectly contribute to link-building efforts. (Source: Hootsuite)
29. Guest posting is the most popular link-building tactic, with 64.9% of link builders using it. (Source: Authority Hacker)
30. Content that is widely shared on social media receives 2-5 times more organic traffic and backlinks. (Authority Hacker)

Ready to Find Out What Your Recommended Organic Strategy Would Look Like?

As you can see, there’s no doubt that link-building is an important strategic element, and marketers – and search engines alike – do still value strong backlink profiles.

Just like link-building though, any broader organic strategy will differ in approach depending on your industry, website, and your goals. We take pride in conducting thorough research during our initial strategic phase, to understand exactly what needs to be done to take your domain authority and organic visibility to the next level.

But, don’t just take our word for it – our results speak for themselves! Like what you see and keen to learn more? Get in touch with us by contacting 0161 327 2635 or info@embryo.com.

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Whether you’re just beginning to craft copy for your social channels, or you’re experienced and looking to soup up your existing copywriting tactics – this blog is for you. Writing compelling copy for socials is an art all of its own, requiring different copywriting skills to any other form of marketing copywriting.

Below we’ll share some simple but effective tips for copywriting for social media.  

If you’re on the hunt for a paid social agency for your business’s social media management, we can help you plan a social media strategy that brings that all-important engagement to your social media platforms. Reach out to info@embryo.co or give us a call at 0161 327 2635.

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Copywriting for Social Media: Advice from A Paid Social Expert

Emma Sowersby is a Paid Social Executive here at Embryo. She’s tasked with creating ‘stop-you-in-your-tracks’ social media posts for Embryo’s clients on a daily basis. 

I asked Emma to give us her thoughts on exactly what makes social media copy compelling:

‘Effective social media copy has the tough job of capturing the audience’s attention within seconds. So, make it count! For me, good social media copy boils down to three key elements: understanding your audience, being aware of how to effectively communicate with them, and providing a clear direction for what you want them to do.’

For our first tip, let’s dig into Emma’s first piece of advice – to understand your audience.

1. Know Who You’re Talking To

If you’re posting in the hopes of getting social media engagement back, you’re effectively in a conversation with your followers. As with any effective conversation, you can’t just endlessly talk – you also have to listen.

Use the data you have at your disposal to better understand your core audience. That way you can hone your messaging. Knowing who you’re talking to will help you understand your followers, and therefore help you communicate with them more personally and more effectively. 

Dig into the analytics tools available to you in order to find a clearer picture of who your customer is. 

Social Media Analytics

The top social media platforms for businesses all have analytics capabilities that allow you to understand the demographics of your following including their gender, age, location and interests. Here you can drill down into who views and engages with your posts. Some of these include:  

• Instagram Insights 
• LinkedIn Page Analytics 
• Twitter Analytics 
• TikTok Analytics
• Facebook Audience Insights 

Website Analytics: GA4

Web analytics tools like GA4 can also be a useful tool for helping ascertain who browses your website. The ability to access information about your site users in the form of a Google Analytics Audience Report can be a really useful window into the demographics of your potential shopper and their user journey.  

Why Would This Be Important to Know If You’re Copywriting for Social Media?

Here’s an example.

Imagine a kitchenware brand. It’s tricky to know who might be browsing your site, as it’s a broad category – after all, we all need kitchenware. You can make broad-stroke assumptions based on the USPs of the kitchenware you stock, but that’s all: assumptions. 

With GA4 you could find out that you’re picking up a more mature, rural-dwelling audience. Your brand voice will remain consistent but your copy can target them specifically. You might then choose to focus on the quality of the pans or user guides for your pre-seasoned cast iron pans.

The point is this – the more you know about your followers, the more you can tailor your social media copy and make it relevant to them. Focus your content’s pain points and solutions on a specific, data-backed persona and you’ll soon see better engagement results. 

2. Take Advantage of Social Search

The next of our tips for copywriting for social media is to make sure you’re being seen by the right people. 

As you’re probably aware, most social platforms have their own search function to help connect users to content that is relevant to their interests. The way to be seen in them in most cases is to make use of hashtags.

Using an effective hashtag connects you with followers who are more likely to have an active interest in your brand. This fills your sales funnel from the very top – bringing users who are most likely to engage with you directly to your brand. From there it’s your job to transition them from awareness to transaction.

By the way, if you’re going to start using hashtags make sure that they’re formatted in CamelCase. In this style, the first letter of each word is capitalised, even when they run into each other. This makes the hashtag easier to read e.g. #BetterRoastPotatoesEver

3. Don’t Be Boring

There’s often intense debate about how often you should post on social channels for optimum results in order to appease the algorithms of whichever social media platforms you’re posting to. Once a week, twice a week, once a day, twice a day…

This is the wrong attitude to take – don’t post just for the sake of posting. Churning out generic content won’t generate better engagement. In fact, it’s more likely to annoy your followers. Focus on quality over quantity.

In the attention economy, people’s time is a valuable currency that you must fight to earn. Remember that you have limited time to capture their attention so keep your writing snappy, worth saying and full of personality. You shouldn’t be reaching character limits. When reviewing your content ask yourself if you could reduce the word count. Your captions should be all killer, with no filler. 

4. Remember You’re Speaking to a Human

By this, I mean always keep in mind that your message is going to reach an actual person. Your copy should seek to engage them, which means speaking directly to them in order to make them sit up and take notice. 

That’s why you should always keep in mind when you’re copywriting for social media that you’re directly addressing an individual, not just a faceless crowd e.g. by using ‘you’ and ‘your’.

Another good rule of thumb to follow for copywriting on social media is to use active voice instead of passive voice. It’s worth taking time to understand this fully, but in essence, using passive voice is more detached and less direct in how it makes its point. In active voice, the action takes place directly. 

Here’s an example of a caption for a new product for our imagined kitchenware brand from earlier:

‘Say hello to our new cast iron crepe pan!’

• Addresses the reader directly
• Creates excitement around the new product
• Uses active voice: more engaged & direct in making the point

‘Our store has had a new cast iron crepe pan arrive in stock.’ 

• Doesn’t address the reader directly 
• The tone is neutral and doesn’t generate excitement 
• Uses passive voice: more detached & roundabout in making the point

5. Give a Next Step

Are you getting some good engagement results on social media posts but need to improve your click-through rate? Remember to prompt readers to take specific action. 

Ask them to ‘find out more‘, ‘shop now‘ or ‘get offer‘, to name a few examples.

Take note of what prompts action best and work it into your content strategy. Are your followers motivated by time-limited offers? You might want to prompt them to use a discount code. Do you get good engagement from posting recipes? Getting a user to site with this kind of content can be the next step on the customer’s journey to purchase. 

Ready for a New Paid Social Strategy?

Find out how we could help with copywriting for social media posts on your business’s social channels. We can seamlessly take on your brand voice and craft a winning social media management strategy. Get in touch today.

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At Embryo, telling your story in a way that counts is a very important part of our organic content marketing strategy. 

These insights will help elevate your craft, whether you’re new to the world of copywriting or looking to sharpen your abilities. So sit back and take in these 7 handy tools to help you sway your audience and stick in the minds and hearts of your readers. To learn more about our digital strategy, examine our case studies, or feel free to get in touch with our team after you’ve read this blog by phone at 0161 327 2635 or emailing us with your query at info@embryo.com.

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1. Using the Ahrefs Tool for Keyword Research to Inform Your Strategic Approach

To create copy that resonates with your target audience, you must understand their preferences, queries, pain points, or needs as well as current trends and fluctuations in these. It’s the job of an SEO specialist to research and analyse these factors before putting together a content strategy. An important tool for this is Ahrefs.

Ahrefs keyword research can reveal what is being searched for most frequently, and which keywords are popular or have recently gained or lost popularity. You can then incorporate these keywords into your copy to answer the questions internet users are asking. This hikes the SEO aspect of your copy in the eyes of search engines too, and improves its visibility for users. 

2. Click Up for Content Planning and Project Management

For broad projects involving many people, Click Up is a versatile project management platform that helps copywriters meet deadlines, boosting productivity, and delivering high-quality content.

Writers can organise assignments, set deadlines, and prioritise tasks. Content calendars assist in planning and scheduling, while document sharing simplifies the storage and access of drafts and reference materials. Its tools facilitate collaboration and communication among writers, social media teams pay-per-click specialists and clients, for seamless project coordination and feedback. 

Content calendars assist in planning and scheduling, while document sharing simplifies the storage and access of drafts and reference materials. Custom workflows and time tracking, allow writers to monitor productivity.

At Embryo, the projects we outline for your website are thoughtfully planned out, tracked and reported. If you have a project you’d like to talk to us about, give us a call on 0161 327 2635 or email us with your query at info@embryo.com.

3. Grammarly for Grammar Checks and Amendments

Grammarly is an excellent tool for copywriters seeking to enhance the quality and effectiveness of their written content. 

With its powerful features and user-friendly interface, Grammarly offers several features which elevate writing from great to excellent, including spelling checks, suggestions for improved sentence structure and style, vocabulary enhancements, a plagiarism checker for originality, tone adjustments for better engagement, seamless integration with popular word processors and browsers for real-time corrections, and performance analytics to track writing proficiency and foster professional development. 

Suitable for short and long-form website content, blog posts, marketing materials, or emails, Grammarly can transform strong writing into error-free, engaging, and impactful copy that leaves a lasting impression.

4. Hemmingway for Readability

Hemingway Editor is one of several free-to-use writer tools that significantly aids copywriters in refining their written content for clarity and impact. It assesses the text’s readability, highlights complex sentences and passive voice, and eliminates redundancy and excessive adverbs. This prompts copywriters to simplify their content, express ideas more clearly, and use shorter, more impactful sentences, which is crucial in digital marketing and online content. 

This can be especially useful when writing about technical topics. Subjects which could be seen as difficult to digest could potentially alienate the audience. Hemingway can help you make these harder topics easier to understand.

Hemingway also offers formatting suggestions to enhance visual appeal to keep content engaging to a broader audience. It makes for a versatile companion and synergises well with Grammarly.

5. Google Search Console

Google Search Console offers insights and data to enhance your content strategies, copywriters can use GSC to analyse the keywords driving traffic to their website, helping them create content aligned with the user search queries. Google Search Console isn’t just a brilliant tool for content writers – it’s a key part of an SEO toolset too. 

Reviewing search queries and page ranking for them also aids in updating and expanding upon existing content.

By reviewing Click Through Rate data on GSC, copywriters can craft more enticing titles and meta descriptions for better user engagement. Monitoring rankings, impressions, clicks, and average positions for specific keywords helps writers track performance and refine their content strategies. Data on pages with lower CTR but high impressions can guide copywriters to optimise titles, descriptions, and content for better visibility.

6. Answer the Public

AnswerThePublic is an invaluable resource for copywriters, offering an extensive list of questions, phrases, and related keywords based on user queries in search engines.

It aids in keyword research by uncovering important long-tail keywords and trending topics, enhancing content’s search engine visibility. Moreover, it provides essential audience insights, helping writers understand their audience’s concerns and interests, which, in turn, informs content creation. 

AnswerThePublic inspires fresh content ideas, prompts user-centric content structures, and guides competitive analysis to identify content gaps. By focusing on the questions and topics generated, copywriters can craft engaging and informative content that addresses their audience’s queries directly to fulfil their immediate needs.

7. Use Writerzen to Empower Content Writers

Writerzen is a promising new copywriting tool thanks to its robust set of features which simplify content creation and elevate its quality. 

Writerzen offers content generation and optimisation suggestions, helps to find powerful keywords to enhance SEO performance and aids the writer to be more creative by encouraging natural writing over merely ticking off the keyword boxes for performance. The result can be engaging, powerful and relevant content that doesn’t simply phone it in.

It streamlines research through data from various sources and provides the option for automated content briefs. Writers can also conduct competitor analysis, gain insights from top-ranking content, and work efficiently all from the same interface. Writerzen’s time-saving capabilities enable writers to focus on creativity and higher-level tasks, making it an indispensable tool for crafting impactful, data-driven, and SEO-friendly content.

Copywriting Tools to Help You Engage and Convert

Creating amazing copy that captivates and converts is all about the tools you put to good use. At Embryo, our content writers make use of these tools to empower website content and drive web traffic.

By incorporating these tools and principles into your own writing arsenal, you’ll not only become a better copywriter but also achieve the coveted status of creating exceptional copy that doesn’t only resonate with your target audience but drives results with its SEO approach. 

For more information about what it takes to craft engaging and powerful content, our SEO team meticulously plan out projects to create new or improve existing content for your website. If you’re looking to begin an exciting new project, get in touch on 0161 327 2635 or email us with your query at info@embryo.com.

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At Embryo, we’re content marketing experts and pride ourselves on creating compelling content that stands out from the rest. We know a thing or two about how to create award-winning digital marketing strategies that keep our clients ahead of the competition.

In this blog, we explore everything you need to know about what a content marketer does and how to become one, including the skills you will need to succeed in the demanding but rewarding role.

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What is a Content Marketer?

A content marketer creates engaging written, visual, and/or video content that a business can use to engage with their target audience.

This content serves the purpose of:

• Driving brand awareness
• Attracting leads
• Converting leads into customers
• Turning customers into repeat buyers

To succeed in their role, content marketers must have an excellent understanding of the product or service they’re promoting and their target audience. This is the key to creating content that resonates with their audience and leads to conversions.

What does a content marketer do?

A content marketer’s main responsibilities include planning, creating, and distributing content to connect with their audience, build trust, and sell products or services.

Content marketing is a very broad industry, but some of the most common roles and their responsibilities include:

• Content Strategist: Content Strategists are responsible for developing and implementing the overall content strategy. They come up with content topics based on the latest marketing trends and ensure that content is created for all stages of the customer journey. At smaller companies, the roles of Content Strategist and Content Writer are sometimes merged into one.
• Content Writer: Content Writers do the research and craft the content for blogs and websites, following SEO best practices as they write. At smaller companies, they might also do much of the strategising and implementation.
• Copywriter: Copywriter and Content Writer are often used synonymously – however, while Content Writers typically work more on long-form content, Copywriters usually work more on short-form copy. This can include writing captions for paid social media ads, email campaigns, and more.

What Skills Do I Need to Be a Good Content Marketer?

The skills required to be a content marketer are generally the same no matter which specific role you’re interested in pursuing.

Any good content marketer should be:

• Creative: Creating content that stands out from the competition requires a lot of creativity. Good content marketers are able to uncover different angles, fill content gaps, and turn dull topics into engaging reads.
• Analytical: Tracking content marketing efforts is key to knowing what’s working and what’s not. Good content marketers know how to analyse the data to find out what kind of content their audience needs and determine how effective their existing content is.
• Organised: There are many moving parts involved in executing an effective content strategy. A good content marketer needs to keep on top of scheduling and publishing content consistently, tracking engagement metrics, actively listening for content opportunities, and more.
• A storyteller: It takes great storytelling to create engaging content. Good content marketers use stories to connect emotionally with their audience and convey a message in a way that is relatable.
• Detail-focused: Content riddled with spelling mistakes and grammatical errors is unlikely to be trusted by customers. A good content marketer pays careful attention to their work to ensure that no errors are made.
• Good at research: Thorough research is crucial when it comes to producing exceptional content. Good content marketers need to know their customers, competitors, and products or services inside out to create content that is useful and authoritative.

How Can I Get a Job in Content Marketing?

According to Hubspot, 82% of marketers actively use content marketing, so there is certainly plenty of demand for content marketers who have the necessary skills to succeed in this job.

There are many different routes you can take to get into content marketing:

Get a degree in a relevant field

Education requirements will vary between positions, but many employers prefer to hire content marketers who hold a bachelor’s degree. Marketing, Journalism, and even disciplines as broad as English or History are just a few examples of degrees that will teach the skills you need for a successful career in content marketing.

Develop an impressive content marketing resume

One of the best ways to get a job in content marketing without a degree is to develop the necessary skills and put together a comprehensive resume that will impress potential employers. You can optimise your resume by discussing skills and experiences that are relevant to a content marketer’s duties, even if they were acquired while you were working in a completely different industry. These skills could include things like handling public-facing communications, working to deadlines, or creating pieces of content that have engaged readers.

Grow your professional network

Developing professional relationships with people in the content marketing industry can help you discover job opportunities that might otherwise have been inaccessible to you. Professional networking is easier than ever thanks to websites like LinkedIn that allow you to connect with professionals in the content marketing industry. There are also networking events in every major city that you can attend to meet other professionals in your desired industry, such as Manchester Young Professionals.

Content Marketing at an Award-Winning Digital Marketing Agency

The Embryo team are expert when it comes to creating standout content that yields results. If you’re interested in joining our team of talented content marketers, keep an eye on our careers page for the latest job opportunities.

If you’re a business owner, call us today on 0161 327 2635 or email info@embryo.com for more information about what our content marketing team can do for you.

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In this post, I’ll be providing a roundup of what I found useful from this year’s MeasureFest talks.

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Kathryn Choi: The Art Of Data Storytelling

Kathryn addressed the art of interpreting data to tell a story, focusing on what techniques she uses to convey her message. Highlights include:  

• All people interpret visuals differently, so add a narrative to these visuals to provide guidance.
• Add your own experience and knowledge to improve your narrative.
• Data reporting should fall into system one thinking for your audience and not system two. System two often causes people to give up. Instead, helping your audience follow the right story when presenting data to them is important for getting the message across.
• Consider who you are sending the data to, what language you should use, what the context of the data and the overall theme of your data.

As someone who regularly creates monthly reports for clients and uses data to showcase our recent activity, helping clients to understand the data is a vital component to a successful client relationship and campaign.

Helene Jelenc: Showing SEO Value Through Meaningful Reporting

Helene covers ways to demonstrate the value of SEO and how you can communicate your ideas to clients. Highlights include:

• Align your reports to show how they are working towards the client’s business goals. Know your client!
• Provide an executive summary and insights overview in your reports with insightful SEO commentary.
• Keep reports simple. Try to use data tables over complicated charts and graphs that could confuse your clients.
• Create separate reporting for important pages on your client’s site.
• Don’t just show increases in performance – always add value by linking it back to how your strategy contributed to that growth.

Provide meaning with your client reports, don’t just assume they know the value of your work.

Giulia Panozzo: The Ultimate Guide To Test and Learns

Giulia talks about testing and how to implement tests that you can draw conclusions from in an ever-changing digital landscape. Highlights include:

• The use of independent and dependent variables in the testing strategy questions.
• Understand the variables you are testing and what type of changes you want to make.
• Use pages of the same type that get enough traffic as part of your test group.
• Run SEO tests for 2-4 weeks with check-ins.
• Take note of external factors that could impact the results of your tests in that timeframe e.g. algorithm updates and internal events.

Understanding what you are testing and the learnings you take from it are imperative for drawing conclusions and influencing changes to a strategy.

Joe Johnston: Why All CROs Should Be Good Workshop Facilitators

Joe showcases the role of workshops for CROs and how to create one with a sense of play. Highlights include:

• Send an ‘introduction’ email to anyone who will be attending the workshop to set the agenda and explain what the workshop will cover.
• Set expectations early and plan accordingly. ‘Park’ ideas that come up which aren’t related to the workshop to avoid going off on a tangent. 
• Read out the objectives at the start of the workshop and focus attention on the problem.
• Create a psychological safety to help get people talking. Encourage your team to be active listeners.

Despite this being for CROs, we regularly carry out internal organic workshops at Embryo so it’s useful to hear some insights that we can implement into our future workshops.

Anna Lewis: Improving Project Success Through Communication

Anna explains how to use communication wisely and how it can help us to achieve better results in the things we do. Highlights include:

• AI systems like ChatGPT have learnt to approach answers differently through who it’s talking to.
• A combination of content, delivery and visuals is at the heart of a good presentation.
• Tailor your communication to the individual’s personality. For example, do they prefer calls or emails?
• Focus on communicating your negatives into a positive. 

Communicating is a very important skill in digital marketing – focusing on improving communication can help to take your relationships with clients, colleagues, family and friends to the next level.

Saksham Sharda: Effectively Using First-Party Data In Marketing

Saksham discusses the value of first-party data and how you can use it in your marketing efforts. Highlights include:

• Understanding what first-party data is and its importance.
• Tesla spends a lot more than other car manufacturing companies on R&D, but $0 on their marketing and advertising.
• How information allows users to explore their personalised needs, which cuts costs for both buyers and producers.

Utilising first-party data is a brilliant way to connect with your customers and provide the most personalised experience possible.

Conclusion

In summary, this year’s MeasureFest talks provided a range of useful information for all areas of digital marketing. It’s made me realise that whilst working in the digital sector is about getting good results, it is also very important to focus on your communication skills, your ability to show your value and the importance of regular SEO testing.

Not only this, all of the areas covered at MeasureFest are becoming increasingly significant in light of the rise of AI which is set to transform the industry over the coming years.

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