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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.

Hyper-Personalisation 

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

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.

If you’re preparing to launch a new site or would even just like to improve your existing one, there’s no understating the importance of creating a solid website structure from the get-go. 

While this can seem like a daunting task, it is certainly one worth donating time and effort to. After all, the more organised and logical your site structure, the more likely you are to see great results in terms of user experience (UX) and search engine rankings.

In this helpful guide from our search engine optimisation (SEO) experts, you’ll learn exactly what “website structure” means, why it is so important for SEO, and how to achieve the ideal structure for your website. Let’s get started!

Understanding Website Structure

Before you can really understand how best to structure your website, you’ll need to get to grips with the basics of what “website structure” actually means and why it is so important for SEO.

What is Website Structure?

Website structure, sometimes referred to as site architecture or information architecture, is essentially the way in which a website’s content is organised, categorised and interconnected. It defines how the various parts of a website fit together to create a coherent and logical framework that is easy for its users to understand and operate. 

A well-designed website doesn’t just benefit users, though – it also makes it easier for search engines to navigate through and understand a website’s pages and content. This means that websites with a clear and SEO-friendly structure tend to perform better in search engine results, leading to increased organic traffic and visibility.

Here is a simple example of how a website can be structured in line with best practices:

Website structure (architecture) example

The architecture of your website needs to be logical to allow search engine crawlers and human visitors to find what they’re looking for easily.

Key Components of a Website’s Structure

A website’s structure consists of various key components designed to help organise and present content in an easy-to-use and logical way. These significantly affect how both human users and search engines navigate their way through a website, so it’s important to get them right. Here are just a few of the essential elements:

  • Navigation Bar
  • Hierarchy
  • URL Structure
  • Categories and Tags
  • Breadcrumbs
  • Sitemaps
  • Internal Links

To learn more about what these components do, why they’re important and how to perfect them, keep reading!

The Importance of Website Structure for SEO

There are three main reasons why website structure is an important part of SEO. 

The first and most obvious reason is that a well-planned structure hugely improves user experience. In fact, according to this report by CareerFoundry, 88% of online consumers claim that they’re less likely to return to a site that was confusing and difficult to navigate. By ensuring that your site provides a positive experience for users, you increase the chances that they will return to your site and maybe even become loyal customers.

A good site structure also makes it easy for search engines to crawl and index your site, which is the first step to ranking well in search engine results pages (SERPs). If the structure of your site doesn’t make sense, search engines might struggle to understand the purpose of individual pages and be unable to determine when and where they should appear in SERPs.

Lastly, by structuring your site well, you can ensure that similar pieces of content are distinguishable from one another and don’t compete with each other in SERPs. This is because users and crawl bots will be able to better understand how your site is organised and the intention behind each individual piece of content on it.

Disorganised website architecture

Best Practices for an SEO-Friendly Site Structure

In order to achieve an organised, logical and easy-to-understand site structure, you’ll need to follow a few SEO best practices. Let’s take a look at some of the key strategies to consider when designing and developing your site structure:

Plan, Plan, Plan

Before you actually start building your website, it’s vital that you take the time to plan how it will be structured. This involves organising your content logically and establishing how different pages and sections of your site relate to one another. Here are some of our pro tips to get you started:

  • Define Clear Categories and Subcategories – Break down your content into clear, well-defined categories and subcategories. For instance, if you run an online makeup store, your categories may be ‘Face’ and ‘Eyes’, while your subcategories could be ‘Foundations’, ‘Primers’, ‘Eyeliners’ and ‘Mascaras’.
  • Use Keyword Research – Conduct keyword research to identify relevant keywords and phrases that your target audience is searching for. These keywords should then be incorporated into your chosen categories and subcategories in a way that is appropriate for your content and audience.
  • Create a Hierarchical Structure – Develop a hierarchical structure, with the Homepage at the top, followed by primary categories, subcategories, and individual content pages. This will provide a clear path for users and search engines to follow.

Internal Links

As mentioned, internal linking is a crucial element of an SEO-friendly site structure, as they are what connects one page of your site to another. They serve several purposes, both for SEO and UX; to maximise results on both fronts, follow these tips:

  • Distribute Link Authority – Internal links help to distribute link authority throughout your website, which can help boost the search engine ranking of the linked page.
  • Use Descriptive Anchor Text – The text you use to link between pages (anchor text) should be descriptive and relevant to the content you’re linking to. Avoid generic phrases like “click here”.
  • Prioritise Important Pages – Add internal links to high-traffic and high-authority pages to direct users toward other important content, such as product pages, cornerstone blogs, or landing pages.
  • Create Contextual Links – Link naturally within your content, making sure the link’s context fits seamlessly with the topic. This provides maximum value to users and encourages them to actually click on the links.
  • Avoid Orphan Pages – Pages that don’t have any links pointing at them are called orphan pages. It’s important to avoid this, as search engines navigate through a site via its links , meaning any pages that aren’t linked will be very difficult for them to access and therefore are unlikely to rank.

Here is a diagram of how search engines discover pages to help you visualise how your site should be structured for SEO:

How search engines discover pages

User-Friendly Navigation

An essential aspect of an SEO-friendly website structure is user-friendly navigation. Users should be able to easily find what they are looking for without getting lost, confused or frustrated. To achieve this, you need:

  • Intuitive Menu Design – Create navigation menus that are clear, intuitive, and prominently displayed. Menu items should have descriptive labels, and you should try to avoid complex dropdown menus if possible.
  • Limited Depth – Keep your navigation menus relatively shallow. In other words, users should be able to reach their desired destination within just a few clicks. Not only does this improve UX but also makes it easy for search engines to index your site content.

Optimised URLs

SEO-friendly URLs should be descriptive, contain keywords, and make it easier for search engines to understand a page’s content. Steer clear of URLs with excessive parameters or symbols (e.g. “?id=8375z”), as these can be confusing for users and unappealing to search engines. Opt instead for clear and descriptive URLs that contain target keywords, such as “website.com/site-structure-how-to-guide”.

Optimise your site’s URLs for SEO success

Mobile Responsiveness

As mentioned earlier, it’s important to ensure your site structure is mobile-friendly given that so many people now access websites on the go. This involves implementing a web design that adapts to different screen sizes and devices. Responsive sites tend to be prioritised by search engines, so this is a crucial step for achieving an SEO-friendly site structure.

Duplicate Content

Duplicate content can confuse search engines and limit the success of your SEO efforts. Ensure your site structure prevents duplicate content by implementing:

  • Canonical Tags – If you have similar content accessible through multiple URLs, you can use these to specify the preferred version of a page.
  • 301 Redirects – You can redirect duplicate or outdated URLs to the correct page through 301 Redirects, consolidating ranking value and preventing duplicate content in the process.

Page Speed and Performance

Page speed is a crucial element of SEO and UX, so it’s important not to overlook it. Optimise your site structure for fast loading times by

  • Compressing images to reduce load times
  • Minimising HTML, CSS and Javascript files to reduce rendering times, and
  • Using Content Delivery Networks to distribute your site’s content across multiple servers.
Test your site speed with a free tool like Pingdom:

With a fast website, Google can crawl multiple pages at once. The longer they take to crawl your pages, the lower you’re likely to rank. Therefore, it’s important to test your site speed with a free tool like Pingdom.

Analytics and Monitoring

Our final pro tip for ensuring an effective site structure is to regularly monitor your website’s performance and your users’ behaviour using analytics tools like Google Analytics. The data provided by such tools can help to identify issues, opportunities and areas for improvement, which will subsequently offer both SEO and UX benefits.

Create a Site Structure That Succeeds With Bigg

As you’re now well aware, website structure has a huge impact on the success of your SEO efforts and plays an important role in UX too. It also directly affects how much traffic your site receives and your overall online success, so it’s certainly worth going the extra mile to get it right.

Ready to elevate your website’s performance and conquer the world of SEO? Choose Bigg as your trusted digital marketing partner, and let us transform your online presence with our wealth of SEO experience and knowledge.

At Bigg, we understand the vital role that an SEO-friendly site structure plays in driving traffic, improving user experience, and achieving higher search engine rankings. With years of expertise in the digital marketing landscape, we’re well-equipped to help you craft the perfect site structure that aligns with your business goals and objectives.

Don’t miss the opportunity to unlock your website’s full potential. Contact us today to get started on your journey to SEO success with Bigg. Your ideal site structure is just a click away!

Launching an e-commerce store as an exciting side-hustle? Or perhaps you already have a thriving online e-commerce platform and want to see how you measure up to competitors? 

Considering the sheer number of online shoppers, understanding your customer needs and how your platform stacks up against rivals is more crucial than ever

Setting expectations and benchmarking e-commerce conversion rates is a fantastic way to understand industry standards in 2023 and beyond, so let Bigg guide you through the objectives to strive toward.

Significance in the E-Commerce Landscape

If you’re reading this, you’ve likely already asked the important questions: ‘What is a good e-commerce conversion rate?’ and ‘What does the conversion rate indicate?’- but the answers are far from simple. 

In basic terms, businesses typically label actions that measurably impact their online business as ‘e-commerce conversions’. 

This could represent a simple interaction (for example, each time someone shares their contact information) but, more often than not, it represents a transaction or an instance in which a product has been purchased. 

These conversions are often used as key performance indicators to review the effectiveness of a site or individual page, with a funnel-based view of the conversion process (see below) being a great way to visualise the various steps a potential customer may take throughout.

E-commerce sales funnel stages

1. Awareness stage
2. Interest stage
3. Decision stage
4. Action/ Purchase stage
5. Retention / post-purchase stage

As you can see, the process is very rarely as simple as a prospective buyer immediately following up on their interest in a product or service; there are in fact several stages to navigate.

An Introduction to Benchmarking

Benchmarking is the process of measuring performance by comparing established results and data points, with e-commerce businesses using these helpful benchmarks to measure success through comparison. 

Many online business owners set their performance based on industry benchmarks. 

For example, if you’re attempting to sell to a market with a low overall conversion rate on average, a seemingly good conversion rate may still be lower than the average across all markets. 

Ideally, your conversion rate will remain steady or even increase as you become more established. If it is low or suddenly drops, this could indicate a number of things, from offputting delivery costs to unenticing product pages.

Success Across the Board

Overall, across all markets and product types, average ecommerce conversion rates are universally accepted to be around 2.5% to 3%. That being said, if you aren’t yet reaching this figure, it certainly doesn’t mean that you’re failing. As a general rule, if your conversion rate sits below 0.5%, you likely have room to improve, and if it’s above 3.3%, you have a very good conversion rate indeed. 

E-commerce conversion rates by industry

The fluctuation in averages between product types and markets can vary wildly, as demonstrated by this worldwide study hosted on Statista

Observing data from the first quarter of 2023, conversion rates on e-commerce sites were typically highest in the food and beverage sector, at 3.1%. This stands in contrast to the conversion rate for businesses specialising in home furniture products – just 0.6% on average. 

The proportion of e-commerce website visits that result in a purchase varies significantly amongst the demographics of website visitors too. 

There is plenty of variation between devices, with visits conducted via desktop computers resulting in a noticeably higher conversion rate than those on tablet or on smartphone. 

E-commerce conversion rates by device

These variables prove that the idea of a universal benchmark for e-commerce conversion rates is a myth, though this isn’t to say you can’t compare against direct competitors selling similar products and services.

The Golden Standard

Most businesses measure their e-commerce conversion rate at regular intervals, and setting objectives to regularly review targets can help to understand trends. 

Whereas weekly monitoring can help you to identify if there are any major dips or spikes that might indicate something on the site is broken, a quarterly review can open up opportunities to make larger strategic differences in the conversion rate. This can include rebranding, introducing fresh readable content or even redesigning the user experience altogether.

Observing conversion rates can prove increasingly useful as you break them down further, identifying different types of visitors. This may include, but certainly isn’t limited to, identifying groups with different intentions and different relationships with your site. 

A first time visitor who has been directed to the site via social media may be less likely to purchase a product than an existing registered member of your site, for example, so it is important to make this distinction when browsing conversion stats.

Improving Conversion Rates

When looking to improve your conversion rate, it’s important to consider everything from traffic sources and product price points to purchase type and location when browsing customer conversion rates. 

Average E-commerce conversion rates by channel/source

By doing this, you may very well spot a recurring trend that makes finding a solution much easier. Ultimately, a keen eye is required to truly optimise strategy, enhance the user experience and achieve greater success in your online ventures.

Increase the profitability of your e-commerce platform month-on-month with results-driven digital marketing from Bigg! Our experience working on such campaigns is just what you need to reach the right target audience and boost your conversion rate. With us, you stand the very best chance of online success. 

If you’d like to arrange an initial chat with one of our experts, don’t hesitate to give us a call or email us at hello@bigg.co.uk. We’ll be happy to talk you through our services and identify the best course of action for your business!

Are you putting a lot of effort into your website’s content, but aren’t reaping the benefits you thought you’d be seeing? Chances are you’re not optimising it effectively.

It’s all well and good creating well-written, informative content, but in order to rank in results pages, engage customers and increase conversion rates then you need to approach your content in a formulaic way – we know this may sound unnatural, but trust us, it works!

So, what are the basic tips for content optimisation? We’ll walk you through them as we discuss the following:

  • How do you optimise content for SEO?
  • How do you optimise content for site visitors?
  • How and why you should measure the success of your content.

With our helpful tips, you can rest assured that you’ll be seeing better results in no time.

What is Content Optimisation?

Content optimisation is the process of refining and improving the content on your website so that it better achieves its desired goals.

For example, this could be you wanting blog posts to rank higher on Google results pages, to turn more site visitors into customers or to increase shares on social media.

There are three core elements that you should be looking to improve as part of your content optimisation:

  • Visibility
  • Engagement
  • Effectiveness
What is Content Optimisation?

Why Content Optimisation is Important

Content optimisation is vital for achieving your wider marketing goals. This is predominantly because it allows you to better rank on Google results, which in turn will increase your visibility, position your brand as an authority, drive more traffic to your site and increase leads and sales.

SEO: How to Optimise Your Content for a Search Engine

Search engine optimisation, better known as SEO, and content marketing work hand in hand when it comes to improving your site’s ranking in the results page on Google and other search engines.

There are some key factors that influence how your web pages rank in these results pages that you should consider when generating content.

Integrate Keywords

Keywords are vital to content marketing. These are the words and terms that someone may type into the search bar of Google, which then provides results based on where these keywords turn up on web pages.

When it comes to choosing keywords (there are plenty of keyword research tools online that can help with this) and integrating these into your content, there are two things that you want to keep in mind: relevance and traffic potential.

  1. Relevance

Not only do you want to use keywords that are relevant to your products and services, but you want to use them in a way that is relevant to users’ search intent.

The topics you cover in your content should answer the question or need that your audience is searching for, with your keywords acting as the semantic bridge between the two.

  1. Traffic Potential

It’s all very well finding a keyword that you’ll rank high for, but if no one is searching for these terms then there won’t be enough traffic potential to lead people to your site.

You want to find the right balance between high traffic and low competition.

Your keyword strategy is an essential component.
Top Tip: Remember to naturally incorporate keywords throughout your page, including your title tag, meta description, headings and the main body of content - but don’t cram them in where they don’t make sense!

Create a Crawlable Structure

In short, crawling is the process whereby search engine bots quickly discern what content is on your page and its relevance to search queries in order to determine where to rank it on their results page.

Creating a clear structure helps these bots to understand your page, which you can do through the effective use of a title tag, meta description and headings.

Title tags and meta descriptions are the first thing readers see when you show up on a results page, so should clearly summarise what your page is about and be written to the optimum character count.

As for headers, implementing these not only helps Google to understand what your content is about, but also helps with readability.

Page Titles and meta descriptions

Add Internal & External Links

Internal links are links that take a user to another page on your website. The more of these you have, the easier Google can find, index and understand the pages on your site, thus improving your chances of ranking.

You should also include external links where possible, which link to a separate website that is high quality, relevant to your content, and reliable. Doing this means Google is more likely to view your own site as being relevant and trustworthy.

Engaging Your Audience: How to Optimise Your Content for Readability & Style

Create a Readable Structure

In order to keep the attention of your audience, you want to create content that is easy to scan and digest.

Being presented with long paragraphs with no variation in visuals is overwhelming and a sure way to scare readers off. Instead:

  • Use clear headers, subheadings and bullet points to break up your content.
  • Have distinguishable paragraphs and vary sentence lengths.
  • Adapt your tone depending on the content style (e.g. informative tone for product descriptions vs personal, informal tone for social media and blog posts).

Incorporate Visuals & Multimedia Elements

Another way to better engage your audience is through the use of impactful visuals.

You can achieve this by utilising different colours and fonts, including images (with optimised alt tags and file names) or by incorporating other multimedia elements, such as:

  • Infographics
  • Gifs
  • Videos
  • Audio (e.g. text-to-speech assistance)
Top Tip: Remember to include social media icons on your site that link to your relevant social pages!

Measuring the Success of Your Content with Analytics

Now that you know how to optimise your content, how can you go about measuring the success of your efforts?

Though content itself is considered qualitative, there are certain metrics that can be used to measure the success of your content marketing strategies, such as:

  • Ranking positions
  • Traffic sources
  • Impressions
  • Click-through rates
  • Shares and backlinks
  • Bounce rates
  • Keyword rankings

Measuring these is key for identifying where your content optimisation efforts are succeeding and where they can be improved.

There are various tools out there that can be used to stay on top of these metrics, with some of the most popular ones including Google Analytics, SEOquake and Semrush.

We understand that it’s hard to juggle your marketing goals whilst running a business – especially when it comes to something as specific and time-consuming as writing content for your website. That’s why we’re here to help at Bigg.

With a dedicated team of in-house content writers, we’re experts in creating and optimising content that delivers results. Let us help you meet your digital marketing goals and be part of the driving force behind your business’s success – get in touch with us today!