Learn with Bigg


Dani Barnes


From Gen Z and millennials to Generation X and even baby boomers, a large majority of individuals across all generations will have a presence on at least one social media platform. Whether they use Facebook, LinkedIn, Instagram or any other of the wide range of platforms, there’s no denying that social media is a defining characteristic of the modern landscape.

Its prevalence doesn’t only offer individuals the opportunity to interact, learn and be entertained, but it has also widened the opportunities for marketing strategies – specifically for paid advertisements.

In this article, we’ll discuss the impact social media has had on paid ad campaigns and how it can be utilised in the most effective way, looking at some of the emerging platforms, formats and trends that you can focus on in 2024 to make the most of your social advertising efforts.

The Impact of Social Media on Advertising

Social media hasn’t only fundamentally changed how people communicate with one another, but it’s also changed how they browse online and, more importantly, how they interact with brands.

Whilst this has affected traditional advertising campaigns on the web, it does offer you the unique opportunity to reach your target audience directly. Using a range of specific criteria, such as demographics, interests and behaviours, you are able to reach a highly targeted audience with your ad campaigns on social platforms. This ensures that you are delivering your message directly to the people you want to reach – ideally, these are the people who also want to see it!

There is another factor unique to social media that helps considerably with this: algorithms. In simple terms, an algorithm is a set procedure that a computer programme follows to perform a computation or solve a problem. Essentially, they are the rules, signals and data that govern how a social media platform operates.

These algorithms determine how content is filtered, ranked, selected and recommended to users. This means that what users see on their social media is heavily impacted by content that they have viewed and interacted with previously, with the algorithm working to show them content that is likely to be relevant to their interests.

When it comes to social ads, these are highly beneficial.

Algorithms can group individuals with similar characteristics, preferences and behaviours into distinct segments. You can then target your ads at specific individuals based on which user segments best match the characteristics of your target customers. The algorithm will then help further by showing your ads to the users it believes they are most relevant to.

Because social media allows you to reach the right audiences with your ads, this can work out as being more cost-effective than traditional paid advertising, with there being a higher chance of increased engagement, conversions and return on ad spend (ROAS).

The Rise of TikTok

If there’s one social media platform that’s been on everyone’s lips over the past couple of years, it’s TikTok.

Renowned for its engaging short-form and user generated content, viral challenges and incredibly fast algorithm, TikTok has captured the attention of many, having been downloaded by over four billion users worldwide.

This is an emerging platform in the ad world, with many businesses utilising it to promote their services and products. There are two predominant ways you can do this:

  1. Through TikTok ads
  2. By creating a TikTok profile for your business

TikTok ads work similarly to the way traditional PPC advertising works; you set your budget, targeting and bidding method, upload your photo or video, add your ad copy and CTA, then submit the ad.

As for creating your own profile on TikTok, this allows you to generate authentic content, interact with your customers and utilise popular trends to increase awareness and reach of your business organically.

The Role of Influencers

Trust and authenticity are two of the most important factors consumers value when buying a product – especially when exploring products from a business they’ve never shopped or interacted with before.

Even if you effectively establish a relationship with potential customers online, users are often still hesitant to buy a product based on content provided by the brand alone due to the level of bias involved. This is where influencers come in.

Influencers are individuals who have generated a strong following online, having garnered enough credibility or authority to affect the behaviour of others. People not only enjoy the content influencers put out, but they value and, more importantly, trust their opinions.

Many businesses have recognised this and identified the benefits of working with influencers to advertise their products.

This is done by collaborating with an influencer whose followers also meet the criteria of your target audience; you can then send them your product to test out in the form of a PR package, in hopes that they’ll like it and will share it in a post for their followers to see, or you can pay them to create a sponsored post promoting your product(s) and business.

This not only helps you to reach a wider audience and increase brand recognition, but because their followers trust the influencer’s opinion they are more likely to check your business out and even be more willing to spend their own money to buy the product(s) or service(s) you offer.

Effective Ad Formats: Emerging Trends in 2024


With the rise of short-form videos on various platforms, i.e. TikTok, Instagram Reels and Youtube Shorts, many social media users are choosing to spend their scrolling time engaging with this type of content over heavily text and image-oriented content.

Research shows that the average attention span is a mere 8.25 seconds, meaning you don’t have a lot of time to work with to capture audiences’ attention with your ads. With that said, users tend to spend more time watching videos than they do consuming other content.

This makes videos an effective way to keep your audience’s attention – a fact that can also be applied to your ads!

Here are some key tips to remember when doing so:

  • Catch audience’s attention immediately: whilst users are more likely to watch a video, their attention span still remains short, so it’s important that you catch their attention from the very first second – keep your video ads eye-catching from the start.
  • Tell a story in silence: whilst you can incorporate sound into your video ads, ensure that you still visually portray everything your audience needs to know without it; not only is this inclusive of those who are hard of hearing, but many users will watch your video ads without their sound turned on.
  • Incorporate a clear CTA: as with all forms of ads, you want to prompt your users to take action – remember to use a clear call to action to inform them about the next steps they can take.


It’s not only important to think about how you present your ads on social media, but think about how your target audience is searching for things on there that might lead them to your business.

One way search is changing is through the use of voice-assistants. The majority of social media users use their mobile for browsing, with the majority of modern smartphones now featuring voice assistance – such as Siri for Apple devices, Google Assistant for Pixel phones and Bixby for Samsung.

Whilst voice assist is more commonly used for general browsing or navigation of a device than on social media, some social media platforms, including TikTok and YouTube, offer the option to use speech as well as text in their search bar.

It’s likely that other platforms will follow suit, with Facebook already in the process of developing its own speech recognition software, a feature that would have the potential to be used to navigate their apps for better hands-free usage.

Many smartphone keyboards also feature an option to use speech over text, allowing users to search social media platforms in this way whenever suits them – offering a faster and more natural way to find relevant content.

So, how do you go about optimising your ads for voice search? We have two top tips in particular that are essential:

  1. Research keywords for voice search: voice search queries tend to be longer and much more conversational in nature compared to text searches – consider focusing on incorporating long-tail keywords and conversational keywords into your ad copy, description and/or hashtags.
  2. Optimise your site for mobile use: those who use voice search are likely doing so on their mobiles, so make sure that your website and landing pages are optimised to be mobile-friendly to avoid a high bounce rate.

Build Your Social Presence with Bigg

Are you struggling to reach the right audience? Ads not performing as well as you’d hope? If you’ve got no experience with building a business presence on social media, then worry not – we’re experts.

At Bigg, our experienced team is on hand to help you with your social and paid advertising. Creating a custom strategy that focuses on your goals, our efforts ensure that your business’ social presence grows steadily and organically whilst your ads reach the right audiences.

Get in touch with us today to take the first steps towards social success.

Can you imagine a Christmas where you see over a 100% increase in conversions and purchases on your website? What about a 170% return on ad spend? Charles Owen didn’t have to, as this is exactly what happened for them over the 2023 Christmas period thanks to our efforts here at Bigg.

Read on to learn more about their marketing success and how we helped to make that happen – it was a jolly Christmas, indeed!

Introducing Charles Owen

Charles Owen’s Christmas Campaign Success: Key performance statistics

Operating in the equestrian industry, Charles Owen is a leading manufacturer, distributor and seller of professional horse riding helmets and accessories.

They are a family run business and every one of their riding hats is handmade in Great Britain by skilled technicians – having been operating for over 100 years, they are leading specialists in what they do and have even received a Royal Warrant of Appointment recognising as such.

Bigg’s Role

Whilst Charles Owen has already established itself as a world-leading manufacturer of premium horse riding hats in Britain, they came to us here at Bigg to further increase their reach to customers on social media through specially curated ad campaigns.

Not only did they require us to help reach a wider audience of potential customers, but they wanted this with the aim to convert these into paying customers, including both through their own website and by redirecting customers from their site to their stockists’ sites.

Our Strategy

For Charles Owen’s campaign, our strategy focused on streamlining paid ads on Facebook and Instagram. This included:

  • Monitoring public comments and reactions to ads to identify the successful ads that audiences responded well to.
  • Using A/B testing (showing different users the same ad in a different format) with multiple audiences on both social platforms to discern the most cost-effective use of budget.
  • Creating a product-focused calendar for ad posts centred around the equestrian calendar, pushing specific products at different times of the year to avoid audiences viewing the same ad multiple times and ensuring the campaign was regularly refreshed.

Proof in the Pudding

Christmas is one of the most competitive times of year for businesses, but for Charles Owen it was undeniably a success thanks to the efforts of our team here at Bigg.

Compared to the same period in 2022, their 2023 Christmas campaign yielded the following results:

  • 170% increase in return on ad spend (ROAS)*
  • 191% increase in purchases
  • 153% increase in conversions (including clicks to find stockists on website, clicks to the Google Shopping link on website, products added to cart and completed purchases)
  • 162% increase in purchase value
  • 143% increase in ad views
  • 54% decrease in cost per conversion

*ROAS is the metric used to measure the amount of revenue earned for every pound spent within an advertising campaign.

What Made the Campaign Successful?

As you can see from the aforementioned statistics, the results of Charles Owens’ Christmas campaign soared as high as Santa’s sleigh, but what did we do that generated such success?

These results are down to:

  • Christmas-related ad copy and creative elements, including the introduction of ‘Gift Guides’.
  • Refining target audiences throughout the campaign and learning from previous ad performances to push successful ad types amongst these audiences.
  • Introducing dynamic catalogue ads using specifically collated sets of Charles Owen products dependent on the copy and audience for each ad; when a user would see an ad, Facebook would select which products to display from each catalogue set based on factors such as the person’s interests, browsing history and behaviours.
  • Pushed higher value items to increase purchase value.

Plans for 2024

Charles Owen’s TikTok page

Upon reflecting on the campaign’s achievements, we’re excited to continue working with Charles Owen throughout 2024.

As well as continuing to monitor and respond to campaign performance and implement proven strategies, we will be undertaking an exciting new venture as part of their ad campaign: branching out to TikTok!

Many businesses are expanding their advertising efforts to address target audiences on TikTok (an increasingly popular social media platform), which we are confident will be a beneficial move for Charles Owen.

As well as providing target audiences with valuable content in video format, this will also act as another platform where we can implement targeted ads and Charles Owen can sell their products through TikTok Shop – all of which are ideal for expanding reach and increasing purchases.

We’re incredibly pleased to see such envious results for Charles Owen’s Christmas campaign and they certainly were, too. Here’s looking to yet another successful year of working together ahead!

Boost Your Marketing Efforts with Bigg

Are you not seeing the results you want from your marketing campaigns? Leave it to the experts – afterall, it’s what we do!

As seen from the success of Charles Owen’s Christmas campaign, our services here at Bigg deliver tangible results. Thanks to the expertise, dedication and comprehensive efforts of our team, we can work with you to curate a bespoke strategy for your business, targeting the key areas you’re looking to improve and executing effective campaigns that will help you meet your marketing goals.

Are you ready for results? Get in touch with us today to learn more about our services or to arrange your 1:1 strategy call.

Whether you’ve been in the digital marketing sphere for a while or have recently joined this bustling world, you’ll know that it is an ever-changing industry. 

The digital marketing world moves fast and is constantly evolving, so it is important for anyone looking to succeed, whether it be paid advertising, SEO, social media or email marketing, to stay on the ball when it comes to trends and the latest developments.

Trends in 2024 which we will explore further in this article are set to include:

  • Rise of AI marketing tools
  • Emergence of new social platforms
  • Release of Google’s Search Generative Engine
  • Integrated Campaign Creation

Here at Bigg, our team is constantly developing and sharpening their digital marketing skills, so we have put together our thoughts, tips and tricks for digital marketing to help you thrive in 2024 and beyond

Key Digital Marketing Trends For 2024

Artificial Intelligence

While it first became prominent in 2023, the rise of Artificial Intelligence (AI) is set to continue in 2024. Resources like ChatGPT, DALL·E and Midjourney are becoming smarter by the day and are now being used by millions around the world daily. 

ChatGPT currently has over 180.5 million users.
Up 80% from the 100 million it had in January 2023.

According to the latest data put together by Exploding Topics, ChatGPT currently has around 180.5 million users, with 1.6 billion visits in December 2023. In December 2022, the number of visits only numbered 266 million.

These tools will continue to be popular, but 2024 will mark many businesses embracing the use of specific AI marketing tools that will help to increase efficiency and achieve results. 

Searches regarding learning about AI increased by over 550% from 2022 to 2023, and knowing how to properly utilise AI tools is now an essential part of a marketer’s repertoire. 

But what can AI be used for in regard to digital marketing? Here are some popular ways it is currently being used:

  • Produce text from scratch
  • Edit & refine existing text
  • Think of ideas
  • Generate & edit images
  • Create responses to messages & requests
  • Create strategies
  • Analyse websites

Sound like things that could help you out? Here are some examples of AI marketing tools to keep an eye on that can perform some of the above tasks.:

  • Jaspar AI – Jasper AI is an easy-to-use tool for creating copy in a range of tones and styles. As will all copy generated by AI it definitely requires polishing by human copywriters afterwards to ensure its success, but is a great tool for initial drafts.
  • Surfer SEO – Ideal for those wanting to rank higher on search engines, Surfer SEO can help you create copy aimed at ranking – assessing and scouring content based on a number of ranking factors.
  • Originality AI – If you’re wary of plagiarism and content being detected as AI, use Originality AI. It is a tool that allows you to see if a piece of content passes as human. You can run your own content through it, or test if other pieces of copy are AI-generated.
  • Lexica Art – This AI image generator can help you create images for your content. Be warned though, customers may be able to easily spot AI art, which can cause them to not engage with a potential client.
  • Headlime – Creating compelling landing pages can be key to digital marketing, and Headlime can help you design the perfect landing page to increase conversions.
  • Fullstory – If you’re keen to track a user journey, check our Fullstory. It uses AI to track a customer as they visit your site so you can see exactly what is working and what needs improvement.
  • Influencity – Influencer marketing has become a major trend in recent years, and Influencity allows companies to assess and contact influencers as well as collaborate and track effectiveness.

However, it should be noted that soon search engines like Google might crack down on what they deem AI-generated content, so balancing these tools while retaining a human touch will be the best way to succeed in 2024. AI tools should always be used as a helpful addition to your services, and not replace them entirely!

A recent survey by Hootsuite states that around 62% of consumers are less likely to engage with content if they know it was made by AI. It is important to know your audience to understand their perception of AI and tailor your use of it to fit them.

New Social Platforms

While all the current social platforms continue to be popular (Facebook, X, TikTok etc.), as marketers we must always be on the lookout for any new social media that launches, to ensure our presence is felt across platforms.

There are over 4.95 billion social media users worldwide

Here are some of the most popular social networks worldwide as of January 2024, ranked by monthly active users:

  • Facebook – 3049 Million
  • YouTube – 2491 Million
  • Instagram – 2000 Million
  • TikTok – 1562 Million
  • Snapchat – 750 Million
  • X – 619 Million
  • Pinterest – 482 Million
62.3% of the world's total population is currently using social media

While these are a selection of what has maintained popularity over the last few years, one of the key platforms that is gaining traction is Threads, which Meta launched last summer. It was launched as a rival and alternative to X and has seen a rise in engagement recently as brands get set to position themselves there going forward in 2024.

While still yet to make a massive impact amongst social media users, Meta is still pushing it as much as they can, so it could see more of a rise in popularity throughout this year and if you want to be ahead of the curve, consider opening an account.

LinkedIn is another platform that has experienced exponential growth over the last few years and continues to rise, hitting a billion members worldwide in 2023 (why not give Bigg a follow on LinkedIn?). They do not publish monthly active user statistics, but a billion is an extremely impressive number to reach regardless of active users.

You are probably already targeting LinkedIn if you are a B2B or even a B2C company, but pouring more time and resources into LinkedIn in 2024 will be vital for your business to grow as it is a platform that users are very confident in, and one of the keys to marketing in 2024 is to acknowledge which platforms work well for your business to help guarantee a strong return on investment

A recent poll into platform and brand confidence has revealed the following statistics about brand confidence, which should help to inform you which platforms to prioritise:

  • LinkedIn – 70% Confident
  • Instagram – 68% Confident
  • Facebook – 62% Confident
  • TikTok – 50% Confident
  • Reddit – 43% Confident
  • X – 30% Confident
Platforms that drive the most ROI confidence...

Google’s Search Generative Engine 

Google is transforming search with their Search Generative Engine (SGE), which will act as a replacement/enhancement to featured snippets. This program’s goal is to provide more relevant information to users using generative AI.

This may have a huge impact on search, as it could decrease click-through rates for websites not included in the generative AI section, which can affect your SEO performance. 

A study by Authoritas even mentioned a search query with 37 new visible URLs above the organic rankings. Content must adapt to try and appear in this section whenever possible. 

As we mentioned earlier, this has to do with creating content that gets people talking about and sharing it, so using AI-generated content can detract from this as it can lack a human touch.

Google’s EAT framework has existed for over a decade now, but now Google has added another E to make it EEAT, now standing for:

  • E – Experience
  • E – Expertise
  • A – Authoritativeness
  • T – Trustworthiness

The new E, experience, is a result of more AI-driven content appearing online. However, AI cannot generate the real-world experience that comes with a human touch so in 2024 you need to prove you have this experience to help stand out from your competitors.

Google's E-E-A-T: Expertise, Experience, Authoritativeness, and Trustworthiness

Google will also be rolling out further generative AI tools into Google Ads but as with all AI, you need to be wary and use it as an assistant to what you are doing, rather than using it to completely overhaul what you are doing.

The Importance Of Integrated Campaign Creation

In this overstuffed world of marketing, a customer is much less likely to simply pick your product or service online and automatically convert. There are plenty of factors that will go into a customer decision, such as the cost of services, reliability of the company and much more.

The best way to demonstrate value and establish trust with a potential customer is through an integrated marketing campaign. It can help to create a seamless experience for potential customers as well as retain existing customers. 

The average online user logs in to around 6 or 7 platforms each month, so it is important to maintain a presence across as many channels as possible. And maintaining is the key word here, as you want to continually make an impact on a potential customer across these channels.

Services to consider when creating an integrated marketing strategy can include:

  • SEO
  • Email Marketing
  • Paid Advertising
  • Social Media
  • Email Marketing

The Marketing service you are using should not be treated as separate entities but united to create one experience that sends similar messaging across multiple channels. Using an integrated campaign allows you to offer personalised experiences and journeys, which can lead to more revenue and customer interaction.

How Can Bigg Help You

Here at Bigg, we are an experienced team of digital innovators who are committed to providing results-driven digital marketing services. We do this using a scientific and bespoke approach that will allow you to utilise an integrated campaign that will improve results and increase your profitability.

Here are some of the different digital marketing approaches we can use to help you thrive in 2024 and beyond.

SEO & Content Writing

Search Engine Optimisation (SEO) has always been a thriving digital marketing tool, helping you to rank on search engines organically by optimising existing content and crafting new content.

Ranking higher on search engines will make potential customers searching for topics surrounding your business easily find you, as people are most likely to click on the first few results of a search. SEO services can get you into those first few results with content writing as a conduit to do this.

Successful SEO Example:

Trying to figure out which makeup products work for you? You might end up searching terms like below:

  • How to choose the perfect lipstick?
  • How to apply lip liner
  • Makeup for dark and black hair

Classic search terms like this can be honed in on using SEO services to create content that will rank higher. All three of those search terms are actual blog titles by makeup company Charlotte Tilbury, whose blog section (smartly Charlotte’s World) is a perfect example of SEO in action.

It is full of articles that are aimed to appear higher on search results and packed full of useful links and tips to direct traffic around the site and lead to conversions.

Bigg can help you design and implement this kind of strategy, putting your content in front of people when they search for specific information.

Paid Advertising

Paid advertising, also known by many as paid ads, is a great way of placing your business directly in front of the people that you use by running precise advertising campaigns.  You can target relevant audiences and demographics, optimising these campaigns to ensure the best return on investment.

Successful Paid Ads Example:

When people are sick, they typically turn to a search engine instead of a doctor. A Kleenex ad campaign realises this, and analyses search trends related to colds and flu to help to predict when flu outbreaks might occur. They then aimed paid ads at these regions, which led to a massive increase in sales during cold and flu season.

Bigg can help to delve deep into demographics and audiences to place your ads in front of those where conversions are the most likely.

Social Media

Social media advertising involves running ad campaigns that can engage audiences and create conversions across various platforms such as Facebook, X, Instagram, LinkedIn, TikTok and Pinterest.

In this modern age where most people are constantly on social media, this is an easy way to reach audiences, with ads and posts tailored specifically to certain platforms and demographics.

Successful Social Media Example:

Do you remember when the International House of Pancakes, otherwise known as IHOP, randomly teased a new logo that read IHOb instead? The social media campaign took the world by storm as people tried to guess what was happening.

It created thousands of impressions online and drove sales up for what was eventually an announcement that they would also be serving burgers as well as pancakes.

Successful social campaigns get people talking and engaging with your brand, which is exactly what Bigg can help you to do.

Email Marketing

One of the oldest forms of digital marketing is email marketing, which puts advertisements right in front of a customer in their inbox. Emails can be used to attract new customers and re-engage with existing customers who have not purchased a product or service in a while.

However, with the rise of privacy policies and the ability to easily block senders, it is more important than ever to craft quality emails that will engage a customer.

Successful Email Marketing Example:

One of the biggest email marketing campaigns that gets the world talking each year is Spotify Wrapped. Subscribers receive emails leading up to the event with teasers of their yearly listening data, and then when the day comes receive personalised emails with their statistics. 

Spotify Wrapped is a great example of an integrated marketing campaign, as it also uses social media and physical advertising to promote the event. 

Thrive In 2024 With Bigg

If you’re after results-driven digital marketing that can help your business develop and grow, get in touch with Bigg today. We operate less like an agency and more like a partner, working to craft a digital marketing package expertly tailored to your business goals.

We can offer a totally customisable package when it comes to digital marketing, including assisting with content writing, email marketing, social management, branding, paid advertising, digital PR and SEO services. 

If you’re ready to take your digital marketing to the next level in 2024 and beyond, get in touch with us to talk through your requirements with one of our innovative digital marketing experts!

Years go by and the digital marketing landscape continues to evolve, but email marketing remains a stalwart of successful online campaigns. According to the DMA (Direct Marketing Association), as of 2023 email has an average ROI (return on investment) of 42:1 in the UK, which means that businesses can expect an average return of £42 for every £1 spent on their email marketing strategy

Want to get to grips with email marketing this year? Adapt to these trends and success is bound to be yours in 2024. After all, being innovative in your business practices always pays off when it comes to attracting new customers.

Email continues to deliver a strong ROI.
For every £1 spent on email marketing, you can expect an average return of £42.
That’s an astounding 4200% ROI making it one of the most effective options available.

Keep reading to find out what’s hot and what’s not in the world of email marketing in 2024.

Prioritise Privacy

Less of a trend and more of a legal obligation, a focus on data privacy and protection are going to be huge in email marketing this year. 

Back in 2018, the launch of the General Data Protection Regulation (GDPR) redefined email marketing as we know it, outlining new guidelines against cold emailing and mailing list building. However, even with these regulations in place, only 8% of consumers actually trust brands to keep their information safe.

Because building trust plays a key role in retaining customers, it’s important to hone in on data privacy in your email marketing strategy. For example, give subscribers the option to unsubscribe to emails or change their preferences. Let them decide what content they will receive from you and when. 

This simple change effectively kills three birds with one stone:

  • More data to segment your subscriber database with.
  • Neater mailing list, as uninterested subscribers can easily unsubscribe. 
  • Improved email marketing performance, as recipients get what they expect.


Of course, the end goal of any email marketing campaign is to generate more revenue. Over the past couple of years, it’s become common knowledge in the digital marketing sphere that one of the best ways to do this is through complete personalisation of the user experience (UX)

Impersonalisation can be a big drag on the outcome of  your campaign. When receiving an impersonal or mistargeted email, 94% of customers take one of the following actions:

Receiving a non-personalised or mistargeted email, 94% of customers report taking at least one of the following actions...

It’s clear to see from these stats that this is a particularly big trend to watch. Here are some ways that you can make your email marketing campaign super personal to your customers:

  • Tailor messages and promotions by audience segments.
  • Recommend products or content by audience segments.
  • Send triggered emails based on visitor behaviour.
  • Recommend products or contents by the individual. 

The AI Advantage

In keeping with the theme of email personalisation, using artificial intelligence tools, like ChatGPT, is a great way to make this happen, as it allows you to not only pull more data about your customers, but also do it faster. 

Many marketers are still apprehensive about incorporating AI into their marketing strategies because they don’t understand how much they can benefit from using it to their advantage. If this is you, it’s important to remember that AI isn’t meant to replace your expertise, but instead optimise your workload and help you scale your email marketing efforts. 

Here are just a few of the tasks AI can perform:

  • Write subject headlines.
  • Allow you to send personalised emails to each prospect.
  • Restructure your email campaigns to make them more effective.
  • Clean up and build your mailing lists.
You can use a tool like ChatGPT to provide email subject line ideas

Apply Automation

Email marketing automation ensures that there’s consistent and cohesive communication between your brand and subscribers. Plus, it gives customers a sense of control over their inbox. Let’s be real: in an age of content overload, the last thing someone wants to see is yet another pointless email in their inbox. 

Drip email campaigns tend to outperform more standard strategies, with automated emails generating as much as 320% more revenue than those that are non-automated. Emails sent out as part of a drip campaign are much more responsive, which helps to establish friendlier communication between each side. They also aren’t overwhelming, as all the necessary information is delivered in ‘drips’, saving the reader the effort of having to traverse through hefty amounts of copy. 

So, what can you automate? Here’s a quick rundown:

  • Make use of email templates.
  • Automate mail list scrubbing.
  • Send automated transactional emails to customers.
  • Automate the onboarding process with a series of email drips.
  • Automate email lead nurturing.

Interactive Content

This trend might have been around for a while, but it’s still going to reign supreme in 2024. Interactive, responsive emails are the holy grail of email marketing. Not only do they enhance customer engagement, but they also massively increase email interactions. Some interactive email features that are expected to be popular this year include:

  • Animated buttons and calls to action (CTAS).
  • Interactive image and product carousels, controlled by the user.
  • Rollover effects to highlight product offerings.
  • Surveys, polls and user-generated content. 
  • Accordion features designed to make long emails more concise.
Hover Effect Example.
Here, the elements can change appearance or reveal additional information when the cursor is hovered over them. This can include text changes, colour changes, or image swaps.

Deliver Your Message with Bigg

This year is gearing up to be yet another interesting year in the digital marketing world, with plenty of brand new trends emerging and many older ones still in full force. If you want to make  2024 the year that your business takes their email marketing campaign to the next level, Bigg can help. 

As a digital agency that specialises in email marketing, working with us makes it nearly impossible to fail at growing your business. We use a scientific approach to email marketing that leverages opens, clicks and conversion data to improve results and increase your profitability month after month. 

From purposeful content to quality design and efficient tracking, we are proud that our bespoke email strategies have helped many of our clients not only meet their targets, but exceed them. Want to find out more about what we do? Speak to a member of our team today to get started.

Email marketing. Delivering your message.

Our efforts here at Bigg provide visible results for many of our clients in the automotive industry, with The Car Buying Group being just one example. We continue to achieve remarkable results for them, generating over 16,000 enquiries and achieving 57% year-on-year growth.

Here’s our story…

Who is The Car Buying Group?

Competing against big names such as We Buy Any Car, Motorway, Carwow and Cazoo, The Car Buying Group is another company fighting for a spot in the world of online second-hand car sales.

The Car Buying Group is a platform where people can sell their cars quickly and easily. It works in three simple steps:

  1. Valuation
  2. Confirmation & Booking
  3. Collection

Priding themselves on offering a committed customer support service, TCBG allows individuals to sell their car the very same day thanks to their efficient and easy to follow process.

With some of their USPs including free, nationwide contactless collection, no extra fees for same day payments and immediate, secure payments upon collection, it’s no wonder that they have over 50,000 customers and counting!

The Car Buying Group key performance results

Our Brief

As the used-car market has grown in demand over recent years, so, too, has the popularity of car buying websites.

With customers looking for quick, easy and convenient ways to sell their cars for a good price, these sites offer a fast valuation and prompt service, with the added benefit that customers don’t have to pay advertising fees for their vehicle.

Statistics show that 57% of all car buyers claim to get at least one online valuation for their current vehicle.

The Car Buying Group approached us here at Bigg back in 2019 to help boost their visibility and growth within this fast-growing online market, so that they see more customers choosing to use their service to sell their car, rather than through their well-known competitors.

In order to help make this happen for The Car Buying Group, we needed to achieve the following goals:

  • Increase the number of leads (in this case, the number of car valuations)
  • Convert leads into actual car sales
  • Expand prospective audiences

The Strategy

In order to achieve the growth they desired, The Car Buying Group has relied on our paid advertising services, which we agreed would be the best channel to focus their strategy on.

Focusing on various platforms, including Facebook, Instagram and Google Search and Display, we:

  • Launched seasonal ad campaigns and utilised the most engaging ads on social platforms, ensuring ad frequency (the number of times a user sees an ad in a day) stayed low to avoid viewer fatigue.
  • Paused underperforming ads, keywords and ad groups to optimise budget utilisation.
  • Diversified prospecting audiences by including additional interests, such as competitor brands, to extend reach of ads and enhance the number of interactions aka leads (reducing the cost per lead!).
  • Monitored the percentage of time ads didn’t appear due to insufficient budget, allowing us to pinpoint campaigns with high potential to generate sales, directing the bulk of the budget toward these campaigns.

After speaking with The Car Buying Group, there has also been a change in their budget, with them requesting to upscale back in November. Initially, they had a budget of £20,000, but after seeing the proven effectiveness of our efforts, they increased this by 70%, with a goal to generate 15,000 leads in December.

Increasing budgets gradually (10% at the time) has helped the campaigns adjust to the budget change and optimise delivery on a daily basis. Meanwhile, boosting the Social Remarketing budget has helped capture more conversions from the audiences that had already engaged with the ads and been on the website, but hadn’t yet converted.

The Car Buying Group has relied on our paid advertising services

The Results

The Car Buying Group’s campaigns have yielded the following results since December: A performance increase of over 30% on Google and almost 60% on Facebook this month (compared to the same time in December)

Following this strategy, we are extremely pleased to report that The Car Buying Group’s campaigns have yielded the following results since December:

  • 16,366 leads (exceeding the 15,000 goal)
  • A cost per lead of £2.20
  • A performance increase of over 30% on Google and almost 60% on Facebook this month (compared to the same time in December)
  • 1,180,248 impressions

Overall, these results have led to a staggering 57% year-on-year growth for The Car Buying Group.

The Car Buying Group is just as delighted with this success as we are, and we’re looking forward to continuing to work with them and grow their successes further throughout 2024!

The Car Buying Group Social ads

How Can Bigg Help You?

Are your ad campaigns not currently performing as well as you’d like? You can follow in the footsteps of The Car Buying Group’s significant growth with the help of us here at Bigg.

Unlike many other digital marketing agencies, we have designated teams dedicated to various channels of marketing strategy. Our experienced paid ads team is adept at formulating effective and bespoke advertising strategies for clients in various industries.

From the automotive to the e-commerce sector, whatever industry your business operates in, your ad campaigns will see steady progression with more impressions, leads and conversions when you enlist our support.

Let us do what we do best and help you to grow your business. Get in touch today to discuss how we can make your goals a reality.

Here at Bigg, we’re taking the time to reflect on how things have been going for us recently and look forward to what’s in store for the rest of 2024. We’ve welcomed some new team members recently, while also acquiring new clients we look forward to working with in the coming months.

Team Updates

We’re lucky to have kicked off the New Year by welcoming two new members to the Bigg family. Emma joined as a member of our content team just before Christmas, while Ben started fresh in January in our client services team.

In the middle of learning the ropes and settling into their new roles, we caught up with the two of them.

Meet Emma – Our New Content Executive

Emma - Our New Content Executive

Emma in her own words:

‘Hi! My name is Emma, and I’m a new starter on the content team here at Bigg. I recently graduated from the University of Bristol with a degree in English. While at University, I had a position as Food Digital Editor for the student magazine. This role consisted of routinely writing and editing articles about the delicious food in Bristol. I love that I get to use these skills now at Bigg, without feeling hungry all the time!’

What is your role in one sentence?

As a content executive, I write content for different companies depending on their needs.

What do you like most about Bigg so far?

I love the variety of content we get to write, from articles about the best bathroom sinks to the different types of excavators.

Four Favourites – What is your favourite: 

  • Movie – Jane Eyre
  • Book – Wuthering Heights
  • Band – Pixies
  • Cuisine – Italian

What is the best thing about Bristol for you?

Undoubtedly, the best thing about Bristol is the secret bars!

Where can we find you on weekends?

Honestly, I’m usually curled up at home with a book, or out buying new ones!

What are you most looking forward to getting out of this role?

I’m looking forward to earning some marketing experience while perfecting my writing skills.

Meet Ben – Our New Account Manager

Ben - Our New Account Manager

Ben in his own words:

‘I’m Ben and I’m arriving as the new Account Manager at Bigg, I’ve had a lot of different work experience, from bartender to architectural assistant, canoe hire to social media manager for a nature park in Bristol, all of which has built up a diverse repertoire of skills and knowledge I’m excited to apply here. I like to get involved as much as I can as often as I can, and believe that good teamwork ethic and chemistry can be the key to a successful and happy working environment, which is what we all want!’

What is your role in one sentence?

I handle all of the communication with our clients, making sure they are content and getting the results they are looking for, whilst making sure everyone on the internal teams is up to date with projects.

What do you like most about Bigg so far?

It’s a really lovely & welcoming team! Happy to answer any and all of my questions, no matter how small and trivial they may be.

Four Favourites – What is your favourite:

  • Movie – Interstellar
  • TV Show – The Bear
  • Music Artist – Loyle Carner
  • Cuisine – Thai

What is the best thing about Bristol for you?

The diversity of the city, its style and the fact there is always something going on.

Where can we find you on weekends?

I’ll either be on the hockey astro or in a pub somewhere along Gloucester Road, perfect balance!

What are you most looking forward to getting out of this role?

Challenging myself in a new role and pushing myself out of my comfort zone.

New Client Acquisitions

Regency Laundry

Regency Laundry came to Bigg recently through a referral from an existing client, to help to increase lead generation through their site. They are a commercial linen provider specialising in the supply of luxury bedding, towels and more to high-end hotels. 

To do this we have recently launched a Google Ads campaign with an opportunity to do an additional SEO campaign for them a few months down the line!

Welcome to Bigg Regency Laundry

Van Broker

Bigg has provided services to clients in the automotive industry for years, so we were happy to welcome Van Broker on board at the end of last year. Their main objective is to generate leads via their enquiry form.

We have been helping run a Facebook and Google Ads campaign for this Bristol-based business since early December, with significant performance on the Facebook side of things already.

Welcome to Bigg Van Broker UK

Go Further In 2024 With Bigg

If you’re looking for innovative and results-driven digital marketing in 2024, why not work with Bigg today? We can offer dynamic services that can be tailored to your business, covering a wide spectrum of digital marketing solutions such as paid advertising, social management, search optimisation, email marketing and content writing services.

Get in touch with us if you’d like to find out how you can improve results month after month. Whatever you need, we can deliver.

In the ever changing world of digital marketing, pay-per-click (PPC) continues to be a crucial component when it comes to enhancing our online presence. As we move into 2024, we could be preparing for a change in the world of PPC advertising. 

Our blog is here to delve into the future of successful PPC campaigns and how we can utilise paid advertising insights moving forward

The Future Of Digital Marketing: PPC Trends & Tactics 

PPC has been a cornerstone of digital marketing, allowing businesses to reach and engage their target audiences directly. As consumer habits change and platforms develop, it’s up to marketers to keep up and adapt PPC strategies to move with the times.

AI’s Evolution In Advertising

AI Can Help Improve...
- Keyword Research
- Audience Targeting
- Ad Creation
- Automated Bidding Strategies

AI has been taking the world by storm, and not just the tech world. The capabilities of artificial intelligence and machine learning are revolutionising paid advertising. Automated bidding strategies, keyword research, audience targeting and ad creation can all be improved using AI, allowing PPC campaigns to be more precise and effective. 

In 2024, we can only expect AI algorithms to improve, enhancing the accuracy of overall PPC campaigns

Visual Content 

The future of PPC can also expect to see a rise in visual and video content. Platforms such as TikTok have shown us the popularity of short form video content and how engaging this is to target audiences. Even platforms such as Instagram, with their introduction of ‘reels’, are trying to jump on the short video bandwagon, much like YouTube shorts as well. 

In the digital marketing space, these short, snappy videos could be the answer to successful campaigns and engaging audiences. It’s become apparent that PPC campaigns should include some form of video content to grab and engage a high number of consumers. 


Personalisation has always been a part of PPC advertising, but in 2024, we can expect this to reach new heights. As consumer expectations rise and habits change, it’s crucial to keep up so that marketing strategies can be used effectively. Using tools such as AI, we can use data analytics to personalise PPC campaigns on a much smaller scale. A key strategy for enhancing user engagement is to tailor ad content based on individual habits and preferences

Voice Search Optimisation 

Voice search has been around for a while, from ‘Hey Siri’ to ‘Alexa’ and now ‘Hey Google’, sometimes we’re using voice search without even realising. But, voice search has an important role to play when it comes to PPC and the developing marketing landscape. 

Conversational PPC strategies are definitely something to look out for in 2024, as marketers work out ways to craft ads that are voice search friendly. Optimising PPC for voice search is crucial to the success of targeted marketing campaigns

Campaign Consistency

Campaign Consistency
Synchronise Your Efforts > Analyse Cross-Channel Insights > Drive A Consistent Brand Message

With multi-channel marketing being so prevalent, the future of PPC campaigns could lie in cross-channel integration. Cohesive campaigns across various platforms can really drive a consistent brand message, which is why PPC efforts need to be seamlessly coordinated across platforms. 

Synchronising your efforts and campaigns across Google Ads, Facebook, Instagram and so forth, will allow businesses to look at a range of cross-channel insights, helping them optimise campaigns for maximum success. 

Understanding Insights: PPC & ROI

We’ve delved into some of the key 2024 trends to look out for with regards to improving PPC campaigns, and the year ahead is full of great opportunities. For those running PPC campaigns, you need to track and measure the performance of your campaigns, as well as your return on investment (ROI). 

The Importance Of Insights 

You may look at insights as a page of numbers and data, but insights are much more than that, and they can help us gain a much deeper understanding of user habits, trends and preferences. Gaining a better understanding of what people need and want can help us as marketers, giving us the ability to create better and more effective campaigns. 

Types Of Insights & Understanding Them

When it comes to advertising, there are a wide variety of insights that we can look at. This could include our audience, competition, cultural insights, trends and even risk insights. Understanding our audience is often useful to understand consumer habits, and using competitor insights can help businesses identify gaps in their strategy. Cultural insights refer to the differences in culture, which can influence consumer decisions and habits. Trend insights look at current trends, as well as predicting future trends in a particular market. 

Understanding these insights lets us put the data to use in a way that can benefit our marketing strategy. We need to understand what it is we want to know, or the problem we want to fix, before gathering any information. Once we’ve understood our problem, we can go and search for data in a range of ways: 

  • Talking to people 
  • Looking at insight data 
  • Watching events 

Once we have our data, we can observe patterns, trends and gaps. Hopefully, our problem or question can be answered with our information, and we can use our data to improve our strategies.

Getting The Most Out Of PPC & Making A ROI 

When we’re talking about PPC and ROI, regular checks and updates should be carried out. This is so that you can assess campaigns, identify trends and room for optimisation as well as looking at your budget allocation. But, how can we track and measure PPC performance and ROI? 

Set Clear Goals & KPIs

Key Objectives To Focus On

Defining your goals before launching your PPC campaign is essential for evaluating how your campaign performs. Your goals and KPIs may vary, but some key objectives to focus on are: 

  • CTR (click through rate) – The number of clicks your ads receive, divided by the number of times your ad is shown. 
  • CPC (cost per click) – How much advertisers pay for their ads, based on the number of clicks their ad receives. 
  • ROAS (return on ad spend) – The amount of revenue earned for every dollar or pound spent on a campaign. 
  • ROI (return on investment) – The overall return on investment that a campaign delivers. 

Make sure you set reasonable goals for your campaign, and that these goals align with your budget, target audience and strategy. 

Use Tracking Tools & Platforms 

Measuring and tracking your campaign can be done effectively through different tools and platforms. Google Analytics is essential for analysing website traffic and revenue. There are other platforms you can use like Google Ads, Bing Ads, Facebook and Google Data Studio. 

Account Structure

Your account structure is the way that you organise your landing pages, keywords, campaigns, ads and so on. A well structured account can help with your PPC campaign and ROI. Well structured accounts will help to segment and target specific audiences more easily, helping your campaign run more successfully. You can test various structures for your account, to find a variation that works in line with your goals and KPIs. 

Monitoring Your Results 

The final thing you can do to measure your PPC performance is to monitor your results. You should compare your KPIs over time, across campaigns, keywords, ads and landing pages. This way you can clearly identify what is working well, and what isn’t working. Regular monitoring of these results will help you to optimise your campaigns and make informed decisions. 

PPC Campaigns & More: How Can Bigg Help?

Bigg is a digital marketing agency based in Bristol, focused on results-driven campaigns and strategies for a wide range of clients. From PPC  and SEO to quality content writing, we offer an astute range of digital marketing services to help your business thrive.

If you want to learn more about our services, head to our website for more information. For more information regarding our PPC or Paid-Ad services, feel free to email us at hello@bigg.co.uk or contact us today.

It’s safe to say that last year was one of the biggest years of change in SEO history, and it looks as though 2024 will be following suit. Because of this, SEO proficiency is more important for businesses than ever before. Not only does it play a critical role in driving organic traffic to your site, but it also helps you to cultivate a strong, unique digital presence for your organisation. 

However, with SEO trends forever evolving at a lightspeed pace, it can be tough to understand what works and what doesn’t in the current moment. If you want to stay visible on search engines, you really can’t afford to fall behind. Fortunately, we’re here to help you prepare for what lies ahead. In this blog, we’ll dive into the SEO trends we expect to dominate the SEO sphere in 2024 and beyond!

1. AI Content Crackdown

Last year, we saw a gradual, more widespread acceptance of AI and machine-based learning within content creation spaces. While AI tools like ChatGPT continue to gain positive public interest, in 2024 Google will inevitably maintain its crackdown on AI-generated content, particularly that of a low-quality, and continue to prioritise human-generated content.  

Google in 2024 prioritises:

While there are definitely ways that your business can be using AI to its advantage, you still need a great SEO strategy to underpin your marketing efforts. If you let AI do all of the work for you, you can expect Google to rightfully reject your content. You’re better off thinking of AI as a handy assistant that can help to streamline your processes, rather than your appointed content writer! 

2. AI for Answer Generation

While we’re on the subject of AI, it’s also starting to make waves in search engines – another huge development that has the power to switch up how SEO operates.

AI-powered algorithms are skilled in the art of adapting to evolving search patterns, user intent and content preferences, which helps to create a flawless user experience. As a result, you should be looking to optimise your content for AI analysis

This will mainly involve refining your blog content creation process to take a more personalised approach by maximising your keyword research and analysing current trends in search queries. In doing so, you’ll help to improve algorithms and establish a stronger sense of brand authority in your niche. 

3. Mobile-First SEO

Find and fix mobile indexing issues

Mobile devices have unquestionably become the predominant method of accessing information online, with 63% of Google’s organic search traffic last year coming from mobile sources.

To successfully respond to this pivot, websites should prioritise mobile-first indexing – which is what successfully ranks their web pages at the top of search engine results pages (SERPs). In simple terms, mobile-first indexing means that Google will prioritise the mobile version of a website over the desktop version to determine its ranking on a SERP. 

What this all means is that your mobile site needs to be fantastic in order to stay ahead of the curve. As a business, try focusing on creating a seamless, user-friendly website with swift loading speeds and an intuitive reader interface. 

4. E-A-T: More Important Than Ever

Expertise, Authoritativeness and Trustworthiness (E-A-T) will remain key players in determining your site’s rankings as Google continues to prioritise high-quality content that establishes itself as a credible information source. Your business should always be striving to create content that demonstrates the values of E-A-T in any given niche. 

For example, using correct grammar, citing credible sources properly, sharing relevant and up-to-date information and maintaining a clean, professional appearance are just a few simple ways that you can create stronger E-A-T signals to increase traffic.

5. Zero-Click Search Optimisation

Even if you’re not familiar with the term ‘Position Zero’, anyone who’s performed a Google search before will know what it looks like. Almost all SERPs have featured snippets that provide a concise summary of a search query; Position Zero refers to this featured snippet, which is typically found below the paid search results and above any organic results. These featured snippets can appear in the form of a paragraph, a list, an embedded video or something else, and is generally the content that stands out the most on a landing page. 

While zero-click searches now make up 50.3% of all Google searches, regardless of whether or not a user clicks on Position Zero content, the feature snippet alone takes up a significant amount of SERP real estate, making it an invaluable tool for brand exposure. So, how do you make it to this highly coveted spot? 

Here’s the thing: Google only really grants Position Zero to the page it deems the most valuable and concise. This means that your content must be extremely clear and answer search queries directly if you want to obtain a featured snippet

Embrace the Future of SEO

Strategies to master the SEO landscape

And there you have it: five strategies to help you master the SEO landscape in 2024. However, while being aware of what’s trending is all well and good, applying these trends to your digital marketing strategy is something else entirely. If you’re struggling to know where to go from here, Bigg can help.

Bigg is the go-to digital marketing agency for strategies that really work. Offering a comprehensive suite of services, including SEO, content creation, paid advertising, social media and much more, our team of experts work to stay on top of trends and ensure that your content ranks highly on search engines. Our innovative, results-driven approach is designed to help your business build brand awareness and generate conversations

Want to find out more about what we can do for your business? Get in touch with us today. 

Marketing your products or services to other businesses is no easy task. While we are all familiar with the experience of being marketed to as a consumer, which in theory gives us the knowledge to effectively market to other organisations, the reality is that selling to businesses (B2B) and consumers (B2C) are two very different processes. 

If you’re new to the B2B marketing space, it’s natural to feel overwhelmed while you’re still learning the ropes. Fear not, however, as in this blog we’ll help you get to grips with all of the B2B basics, and before you know it you’ll be crafting effective campaigns for your business.

B2B marketing strategies

B2B Marketing: What’s It All About?

B2B simply stands for “business-to-business”, which is a form of marketing in which businesses sell products and services to other businesses, rather than to customers (this is referred to as B2C marketing instead, which we touch on below). 

The purpose of B2B marketing is to make other businesses aware of your brand name, as well as the value of your product or service, to convert them into customers. There are, as we’ll explore in this blog, a vast number of ways that this can be achieved.

B2B Vs. B2C Marketing

As mentioned above, B2B and B2C marketing are extremely different, from their strategies to their audiences and how they interact with them. First up is B2B, which targets the needs, wants and problems faced by an individual who is purchasing something on behalf of a business. As a result, the business itself becomes the customer. 

Some key examples of B2B marketing include:

  • A co-working space that hires out office spaces for remote working teams and freelancers.  
  • A manufacturer attempting to market and sell their products to a distributor. 
  • A digital marketing agency that offers paid advertising, content writing and other marketing services to businesses and organisations (like Bigg!).

B2C marketing, on the other hand,  targets the needs, wants and problems faced by consumers who are making purchases for themselves. 

Some examples of B2C marketing include:

  • A high street shop that sells clothing, shoes and accessories. 
  • A music or entertainment platform that sells streaming subscriptions.
  • An e-commerce website that distributes products from manufacturers to customers. 

For all of their differences, however, B2B and B2C still share certain traits, and some businesses even implement both strategies in a hybrid fashion to cater to a wide consumer base. For instance, Amazon is world-renowned for primarily serving the needs of the average customer, but they also have a B2B branch: Amazon Business. 

On the flip side, wholesale retailers like Booker and Costco are designed to sell their products in bulk to other businesses (such as those in the hospitality sector), but in some instances can be used by individual customers for personal use. 

B2B Vs. B2C Marketing

Key Strategies to Implement

Now that you’re clued up on the fundamentals of B2B marketing, it’s time to talk strategy. While some of the strategies we discuss below are considered preliminary steps, others are ready to be implemented straight away. Let’s dive in!

1. Identify Your Target Audience

All successful B2B marketing campaigns start with finding out who your customers are and what they’re looking for. After all, just because you’re offering a valuable product or service doesn’t automatically mean that patrons will flock to your business. 

As such, you need to find out what drives the demand for your product or service and how you can stand apart from the competition. During this stage, you should be answering the following questions:

  • Who are you marketing to? What are their age and location demographics?
  • What are their pain points and how can your business solve them?
  • Is your audience similar across the board, or do they fall into various niches?
  • Do they differ from the companies your competitors target? Why?
  • Where can they be reached – both on and offline? 

To know exactly how to sell to your audience, your B2B marketing should be centred around an in-depth profile of the people you’re marketing to. 

2. Run a Competitive Analysis

An SEO competitor analysis can be a powerful tool for deciding which marketing strategies to prioritise in a B2B campaign. Use this process to scope out which businesses are also targeting your audience and what they’re currently doing to reel in customers. 

You may want to identify the following:

  • Do they have a website that is friendly for both desktop and mobile users? 
  • Do they have a social media presence? If so, which channels? 
  • What are their product offerings, and what sales tactics are they using to sell them? 

Gaining an overview of these points will give you a better idea of your competitor’s strengths, weaknesses and the threats they pose. Once you understand the space they occupy on the market, you’ll be better equipped to compete with them. 

3. Leverage SEO Keywords

Prospective B2B buyers need to make sure that they’re making informed decisions and tend to conduct heavy online research as a result. Because of this, having organic content that ranks highly at every stage of their buyer’s journey is a big deal. Otherwise, you may run the risk of not even being considered as a potential vendor. 

One way to improve your site’s ranking is to use content marketing on your website. Content marketing helps to position your business as an industry expert to both search engines and users, and has proven to be an invaluable tool for B2B businesses looking to drive organic search traffic. 

By publishing educational, engaging content that highlights your products and services, you not only showcase your niche expertise but also help users make more informed decisions. 

4. Invest in Paid Advertising

You should absolutely consider budgeting for a paid spend on social media and search engines as part of your B2B marketing strategy. If done correctly, these paid marketing services can work wonders for your ROI. 

Learning to successfully advertise on social media means that you can target your audience on channels they already spend time on. After all, the decision-makers at the companies you’re marketing to are all human at the end of the day; it’s highly likely that many of them enjoy a social media scroll as much as the rest of us! As such, you can use the advanced features on today’s biggest channels to advertise to them. 

Paid search also allows you to effectively reach your audience, but unlike organic search, it allows you to skip the queue’ and appear at the top of search results, without having to invest time in SEO. Instead, paid search presents your prospects with exactly what they’re looking for, at precisely the moment they’re looking for it.

Get paid ads. Get results

5. Don’t Forget About Reviews and Testimonials

Amongst all of the more technical aspects of B2B marketing strategies, it’s important to not lose sight of the power of customer reviews and testimonials. These are invaluable resources for establishing credibility in the eyes of potential customers who need to know whether your products or services can meet their needs. 

Reviews and testimonials can also play a part in aiding your digital marketing efforts, as they can be used to help your business outrank competitors and optimise your organic and paid ad click-through rates.

Let Bigg Design Your Next B2B Strategy

Bigg is a Bristol-based digital marketing agency, focusing on devising results-driven, innovative strategies for clients. Using a comprehensive range of digital marketing services – including paid advertising, SEO, content writing and more – we strive to grow your online presence and increase your profitability month by month

If you’d like to benefit from expert advice from an agency with a track record of vastly improving clients’ rankings, get in touch with us today. 

Globally-renowned gym brand Snap Fitness achieved exponential growth on their online channels thanks to the digital marketing services of the team here at Bigg. To find out more about our process, keep reading!

The Client

Snap Fitness is a 24/7, results-driven gym brand with an emphasis on “feel good fitness”. With over 60 clubs open in the UK alone, as well as 2,000+ locations globally, it is regarded as one of the world’s premier fitness franchises.

Combining 24/7 access with flexible monthly contracts, bespoke personal training programmes, diverse equipment and a mood-boosting environment, it’s no surprise that in March of this year they reported a 17.15% increase in club members in the UK and Ireland since the beginning of 2022.

Bigg results for Snap Fitness Gym.

17.15% growth in club members

£0.75 CPC
An average cost per click of £0.75

6.30% CTR
Average click-through rate of 6.30%

115,000+ impressions
Consistent monthly impressions of 115,000+

380+ conversions pm
Consistently achieving 380+ conversions a month

The Brief

With 46% of fitness consumers now reported to be heavily influenced by social media when it comes to making choices regarding their physical wellbeing, it’s clear that businesses in this sector need to pay close attention to what’s trending online

As such, when it came to devising a strategy for Snap Fitness that suitably responded to the increasingly digital nature of the health and fitness industry, we were tasked with the following challenges:

  • Generating a consistent stream of high-quality leads and online registrations on a monthly basis for Snap Fitness gyms across the UK. 
  • Implementing focused pre-sale campaigns for forthcoming gyms, spanning across a three month period, with the objective of generating more than 1000 leads within a limited timeframe. 
  • Boosting the volume of recurring monthly sign-ups, with special attention paid to gyms facing churn issues. 

The Strategy

Utilising our full suite of digital marketing services, our team provided extensive support to achieve these aims.

  • Through engaging social content and community building, we drummed up excitement and anticipation for upcoming gym openings, which secured more pre-sale sign-ups
  • Actively interacting with customers through various digital channels – taking the time to answer queries, concerns and feedback – also helped to enhance brand credibility
  • Finally, we ensured that valuable and relevant content was shared on digital platforms to drive the brand’s position as an industry expert and thought leader in their sector
Our work for MSG, a Snap Fitness franchise group, helped them to scale from 3 gyms to 25 across the UK through paid advertising and social media campaigns.

The Results

We are extremely pleased to report that our strategy has yielded the following results for Snap Fitness:

  • An average cost per conversion of £10.12
  • Consistently achieving 380+ conversions a month
  • An average click-through rate of 6.30% (to put this into perspective, the average Google CTR is 2.5%)
  • An average cost per click of £0.75
  • Consistent monthly impressions of 115,000+ across a UK-wide targeted audience radius around gym locations

We could not be happier about this recent success and want to thank Snap Fitness for choosing us to help grow their brand!

Snap Fitness Gyms. Paid ads. Google Ads & Social ads

Ask How Bigg Can Help You

If we can take anything from Snap Fitness’ latest triumphs, it’s that maintaining a consistent online presence with tailored content is the best way to maximise your profits and drive online traffic. At Bigg, we combine this principle with our digital marketing expertise to devise bespoke campaigns that get your business noticed by a wider audience.  

Our client-base hails from a diverse range of industries – from health and fitness to technical services and lifestyle – so you can rest assured we have the tools at our disposal to generate growth no matter your background. Want to follow in Snap Fitness’ footsteps? 

Get in touch to find out more about what we can do for your business.