Dani Barnes | Learn with Bigg

Digital Marketing

Mastering Customer Segmentation: Strategies for Effective Market Division

Understanding customer segmentation is essential for crafting marketing materials that truly resonate. In an age where personalised communication trumps all, knowing the distinct needs and preferences of your audience can significantly enhance your campaign’s impact.

Customer segmentation goes beyond simple demographic divides; it’s about uncovering the unique attributes and behaviours of different customer groups. This deeper insight allows you to refine your messaging, optimise your marketing strategies, and connect more meaningfully with your audience. By mastering the techniques and tools of segmentation, you’ll gain valuable perspectives that can elevate your marketing efforts.

Understanding Customer Segmentation

Ever wonder why some marketing campaigns succeed while others fail? It often comes down to understanding your audience. Customer segmentation involves dividing your customer base into distinct groups based on shared characteristics, like demographics, behaviours, or interests. This allows you to tailor your marketing efforts to meet each group’s specific needs and preferences, resulting in more engaging campaigns and higher conversion rates.

The Benefits of Segmentation

Why bother with segmentation? The answer is simple: it makes your marketing smarter and more effective. Here are just some of the benefits it can offer:

More Personalised Campaigns

Segmentation lets you tailor marketing campaigns to specific customer preferences and behaviours, increasing engagement, and conversions. Personalised email marketing based on purchasing behaviour, for instance, are more likely to resonate.

Personalisation is no longer a luxury – it’s an expectation. In fact, according to research by McKinsey, 71% of consumers expect personalisation and 76% get frustrated when it doesn’t happen. Another study from a few years prior suggested that a whopping 91% of consumers are more likely to buy from brands that recognise and remember them, and provide them with relevant offers and recommendations as a result.

Better Customer Retention

Retaining customers is often more cost-effective than acquiring new ones. Segmentation identifies your most loyal and valuable customers, allowing you to enhance their experience with personalised rewards and exclusive offers. Tailored loyalty programmes can encourage repeat business and long-term loyalty, reducing churn.

Improved Customer Experience

A one-size-fits-all approach doesn’t work anymore. Segmentation enables tailored experiences for each group’s unique preferences. Understanding different segments’ needs allows you to deliver more relevant content and support, increasing customer satisfaction. For instance, promoting eco-friendly products to environmentally conscious customers can enhance their experience and build stronger relationships.

Enhanced Product Development

Segmentation provides insights crucial for product development. Analysing preferences and pain points helps identify opportunities for new products or improvements to existing ones. Prioritising features favoured by specific segments ensures your offerings align with market demand, increasing product success.

Increased Efficiency and Cost Savings

Segmentation leads to significant cost savings by allowing efficient resource allocation and reducing waste. Focusing your marketing budget on high-value segments increases conversion rates and return on investment (ROI).

NotifyVisitors data suggests that segmentation can help businesses increase their conversion rate by up to 50% and their ROI by 20%. It can also help to reduce overall marketing costs by up to 30%. Based on these figures, there’s no denying that the financial results of customer segmentation can be overwhelmingly positive!

Key Types of Customer Segmentation

Customer segmentation is clearly more than just a marketing buzzword; it’s a strategic approach that can transform your marketing efforts. Now that you’re aware of the benefits on offer, let’s explore the various segmentation models you could use to achieve great results.

Demographic: The Basics of Customer Groups

Demographic segmentation is like the bread and butter of customer segmentation. It’s all about sorting your customers based on easy-to-measure traits like age, gender, marital status, and income. Here’s how to use it:

Gender: Make sure your segmentation is inclusive. Offer a range of gender options so everyone feels seen and valued.

Age: Age groups help you tailor your messaging. For example, teens and seniors have different spending habits and product preferences.

Marital Status: Segment by “married”, “in a relationship” , or “single” to cater to different life stages and needs.

Occupation: Knowing your customers’ jobs can give you insights into their budget and interests. For instance, tech professionals might be more into the latest gadgets.

Geographic: Location, Location, Location

As the name suggests, geographic segmentation focuses on where your customers are based. This helps you adjust your strategies based on their location and local preferences.

Preferred Language: If you’re operating internationally or in a particularly multilingual area, make sure your content speaks their language – literally!

Location: Tailor your marketing based on where people live. Central London, a town in Lancashire, and the Welsh countryside have very different vibes, demographics, and needs.

Transportation: If your audience commutes via public transport, think about out-of-home ads like bus and train posters. Alternatively, those who walk or drive may respond to billboards.

Psychographic: What Makes Your Customers Tick?

Psychographic segmentation digs into the fun stuff – your customers’ interests, values, and personality traits. This helps you connect with them on a deeper level.

Interests: Align your campaigns with what your customers are passionate about. Love for pets? Partner with a pet-related businesses for cross-promotions.

Values: Find out what matters to your customers through surveys or interviews, and adjust your offerings to match their values.

Personality Traits: Tailor your marketing to different personality types. Some might appreciate a playful tone, while others prefer a more serious approach.

Behavioural: Actions Speak Louder Than Words

Behavioural segmentation is about how your customers interact with your brand. This includes their purchase history, website activity, and responses to marketing.

Website Activity: Track what pages and features customers engage with. This helps you fine-tune your website and content.

eCommerce Activity: Keep an eye on what people are buying and what they’re leaving behind in their carts. This can help you with targeted follow-ups and promotions.

Frequency of Purchases: Regular buyers are your VIPs. Offer them exclusive deals to keep them coming back for more.

Recent Engagement: Use recent interactions to guide your next steps. If a customer had a bad experience, address it promptly to rebuild trust.

Needs-Based:Meeting Specific Needs

Needs-based segmentation focuses on the particular requirements customers have for your products or services.

Product Features: Identify which features are crucial for different segments. Make sure your offerings meet these needs to keep everyone happy.

Service Needs: Some customers care more about how you deliver your service than the service itself. Tailor your approach based on these needs.

Delivery Method: Whether they prefer express shipping or curbside pickup, understanding delivery preferences helps you meet customer expectations.

Technographic: Tech-Savvy Insights

Technographic segmentation breaks down your audience based on their technology use. This is crucial for digital strategies.

Device Type: Know if your customers are on phones, tablets, or computers. Optimise your site accordingly – mobile-first is often the way to go.

Browser Type: Make sure your website looks great on all major browsers. No one likes a site that doesn’t load correctly on their browser of choice.

Original Source: Discover how customers found you – social media, search engines, or referrals. This helps you focus your efforts on the most effective channels.

How to Segment Your Customers Like a Pro

As a digital marketing agency dedicated to helping our clients achieve success, we’re here to guide you through mastering customer segmentation. Here’s how to make segmentation work effectively for your business:

Set Your Goals: Begin by defining what you aim to achieve with segmentation. Whether you’re launching a new product or exploring new markets, clear objectives will steer your efforts.

Plan Your Projects: Break down your segmentation tasks into manageable projects. Define specific objectives, involve key stakeholders, and set clear scopes and deliverables to ensure a smooth process.

Collect Data: Utilise surveys, analytics tools, and social listening to gather valuable customer data. This information is essential for creating accurate and meaningful segments.

Create Segments: Leverage automation and machine learning to streamline the creation of segments. Ensure your segments are accessible and easy to understand for effective implementation.

Market to Each Segment: Tailor your content and strategies to align with each segment’s preferences. Personalisation is crucial for engaging your audience and maximising impact.

Analyse and Adjust: Regularly review your segmentation model. Assess its relevance and effectiveness, and make necessary adjustments to stay aligned with your goals and market changes.

By following these steps, you’ll be well-equipped to segment your customers like a pro, enhancing your marketing strategies and driving better results.

Craft Marketing Campaigns That Resonate With Bigg

Customer segmentation isn’t just about dividing your market – it’s about understanding it better. Mastering customer segmentation is essential for businesses looking to create impactful marketing campaigns and drive growth. By implementing effective segmentation models, you can craft campaigns that truly resonate with your audience and reap the rewards that follow.

The Bigg team is equipped with the knowledge and tools necessary to nail your segmentation strategy and help you achieve your marketing goals. We offer an array of innovative digital marketing solutions that have a proven track record of getting results for our clients.

To find out more, get in touch with us today or schedule an initial strategy call with one of our experts. Let’s work together to transform your digital marketing efforts and drive your business forward.

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Digital Marketing

Outperform Competitors with Content Gap Analysis

Any digital marketer knows all too well that these days, it’s not enough to simply build a website and wait for visitors to come to you. In order to successfully attract the attention of your audience and bring in new customers, you must first offer them valuable, engaging content.

However, even the most creative copywriters sometimes overlook certain aspects of their content strategy. This is known as the Content Gap – in other words, it refers to what’s missing from your online presence. Naturally, it’s a big bane for marketers, as it can limit the success of your digital marketing campaign.

Fortunately, there’s an effective way to fill in this gap. A content gap analysis is a handy process that helps marketers to identify and close gaps in their content strategy. If you’re not sure where to get started, in this blog we’ll provide you with some tips on how to successfully perform a content gap analysis in order to outperform your competitors.

What is a Content Gap?

A content gap refers to a ‘lack’ in your content, which means that there is a discrepancy between what users are looking for and what your website actually offers. For example, you may provide a specific product or service that users are searching for, but a lack of optimised content on your site means that they aren’t finding you online.

Content gaps can negatively impact your campaign for a number of reasons, including your website’s position on organic search results, the quality of your user experience, brand awareness and your image. For this reason, identifying and filling the content gap is essential to making sure your website is appealing to users, as well as increasing the volume of traffic from search engines.

What Causes Content Gaps?

Content gaps can crop up due to several factors.

Lack of Coherent Marketing Strategy

Companies that have identified a content gap problem may simply not have a content strategy that simultaneously addresses the needs of its target audience and achieves their sales goals.

A lack of aligned strategy may also imply that proper market research and competitor analysis hasn’t yet been carried out to create an effective long-term content plan. This is an easy way to encounter critical content gaps.

Misunderstanding the Target Audience

Leading on from the last point, misunderstanding who your target audience is and what their needs are means that it’s difficult to create content that meets those needs.

Low Frequency of Content

Even if a company has a meaningful content strategy, their content velocity – or the rate at which you create and share new content to your channels – is too low. This might mean that every need of the target audience isn’t being met, which can also lead to gaps.

No Content Optimisation

Companies often also don’t give due importance to updating and keeping content in an ‘evergreen’ state, which can lead to outdated and incorrect information being left up. Keeping content fresh is crucial to avoid falling short of the competition, especially in industries that are subject to swift, frequent changes.

Why is a Content Gap Analysis Important?

Upon completion of a content gap analysis, you’ll be able to create new content that fills in gaps and provides your audience with the insights they’re looking for. This helps to improve the quality and relevancy of your content, which leads to better engagement and more satisfied users.

Some other big advantages of content gap analysis include:

Staying ahead of the competition: By identifying gaps, you can create new content that sets you apart from the competition and positions you as an industry leader.
Saves time and resources: Content gap analysis can help you prioritise your content creation efforts and hone in on topics and questions most important to your audience. This can help save time and resources by avoiding content that may not be relevant.
Measuring performance: Measuring the effectiveness of your content is also essential for meeting users’ needs. Content gap analysis can help your company make data-driven decisions about how to achieve better results.

How to Perform a Content Gap Analysis

1. Define Your Goals

The first step is to define your brand’s content goals and objectives, as this will help you pick out topics and questions that are most important to your target audience.

When outlining your goals, consider the SMART method.

Answering these questions is a great starting point in any content gap analysis which will help you establish realistic goals for your content strategy.

1. Understand Your Audience

Next, you’ll need to understand your users’ interests, needs and pain points. This will help you to create content that resonates with your audience and provides them with information that speaks to their interests and resolves their problems.

Create buyer personas to gain a better understanding of your audience, and research their online behaviours to find out more about what they’re looking for on search engines and social media.

2. Audit Your Existing Content

Once you clearly understand your objectives and target audience, you can perform an audit of your existing content by:

Gathering data on its performance
Analysing your audience’s behaviour on your website and other digital channels
Comparing your content to your competitors’ content – known as a competitor analysis.
Performing keyword research

This will help you better understand the areas of your content strategy that need some work.

3. Identify Content Gaps

Based on your analysis of your existing content, you can now identify gaps and areas that need improvement. This might include topics or questions that your audience is searching for, but simply aren’t finding answers to in your existing content offerings.

Identifying your content gaps will help you find new opportunities based on your audience’s interests and pain points. You can then prioritise these gaps based on their relevance to your business goals and audience’s needs.

4. Create New Content

Using your new insights, you can begin creating new content that effectively fills in the gaps that you’ve identified. This can be any form of content that provides your users with the information that they’ve been searching for.

5. Measure the Results

Finally, it’s time to measure the effectiveness of your new content offerings; analyse the performance of your new content by tracking engagement metrics. Leveraging this data will give you a better idea of how your audience engages with your content and identify areas where you might need further improvements. In this instance, you’ll simply need to tweak your content strategy again.

Start Creating Impactful Content Today

Need help filling in your content gaps? At Bigg, our digital marketing specialists can deliver copy that is not only tailored to your business’s tone and voice but also inspires action.

We work with our clients to understand which formats they require well-written, SEO-optimised content for, whether that’s long-form blogs, product descriptions, emails, advertisements or landing pages. You name it, our team can deliver it.

Want to find out more about our content writing services, along with our other digital marketing efforts? Get in touch with our friendly team today.

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Digital Marketing

The Power of Outsourcing Digital Marketing for Business Growth

Many businesses, of all sizes and natures, face the challenge of effectively reaching their audience while managing resources efficiently. Outsourcing your digital marketing isn’t just about offloading tasks; it’s about leveraging the specialised expertise and strategic insights needed to drive growth and achieve sustainable success. Here are just a few reasons why outsourcing your digital marketing needs can be a transformative step for your business.

Common Challenges of In-House Marketing

The specific reasons why businesses decide to outsource can vary depending on their size, nature, budget, and many other factors. For some, it may be a case of being unable to facilitate an effective in-house team, while for others it may simply be more convenient. Here are just a few of the challenges associated with in-house marketing teams, according to marketing professionals and leaders in various other industries.

Diagram of why businesses outsource marketing activities

First of all, building and maintaining an internal team can be pretty expensive. From hiring full-time staff to training them and investing in the right tools and technology, the costs can add up quickly.

Finding marketers with the right mix of skills and experience for every aspect of marketing can also be tough, which might leave gaps in your strategy and execution. Plus, managing everything internally can stretch resources and lead to burnout and the many knock-on effects that follow.

Keeping up with the fast-paced world of digital marketing is another challenge. Trends and algorithms change frequently, so it can be hard for an in-house team to stay on top of everything. Also, as your business grows, scaling up your marketing efforts can be a challenge when you have limited time and resources to work with.

The Advantages of Outsourcing Your Marketing

Outsourcing your digital marketing to an agency like Bigg can offer a range of benefits and avoid the challenges associated with in-house marketing. For this reason and many more, outsourcing has become a very popular option, with a Semrush study finding that nearly 94% of the businesses surveyed outsourced some or all of their marketing activities.

Agencies bring specialised expertise, a broader skill set, and the latest tools and technologies to the table. By leveraging our team’s experience and resources, you can enhance your marketing efforts while focusing on other key areas of your business. Let’s take a closer look at some of the main advantages of working with a digital agency.

Access to Specialised Expertise

Digital marketing is a multifaceted field, requiring a blend of creative and technical skills. From SEO and content writing to social media and paid advertising strategies, each aspect demands a unique set of expertise. By outsourcing to an experienced digital marketing agency like Bigg, you gain access to a diverse team of professionals who are not only skilled in these areas but are also continuously evolving with industry trends and technological advancements.

This expertise isn’t just about executing campaigns; it’s about strategic insight. Our team brings a wealth of experience from working across various industries, offering fresh perspectives and innovative solutions that an in-house team might not have. This breadth of knowledge ensures your marketing strategies are not only effective but also aligned with the latest best practices.

Optimised Time and Resource Management

The process of crafting, launching, and refining digital marketing campaigns can be time-intensive. For many businesses, this can detract focus from core operations. Outsourcing these functions to Bigg allows you to reallocate time and resources more efficiently.

Our dedicated team takes on the heavy lifting, from market research and strategy development to implementation and performance tracking. This partnership means you can direct your energy towards strategic decision-making and business growth, while we handle the intricacies of digital marketing.

Cost-Effective Solutions with High ROI

Investing in an in-house digital marketing team can be a significant financial commitment, with expenses like salaries, training, and the necessary tools. Outsourcing offers a cost-effective alternative that provides a full suite of services without the overhead costs.

At Bigg, our flexible service models are designed to suit businesses of all sizes, ensuring you receive tailored solutions that align with your budget. This approach not only provides financial efficiency but also maximises your return on investment by leveraging the best in industry tools and expertise without the associated costs.

Enhanced Campaign Performance

The effectiveness of digital marketing campaigns hinges on data-driven decision-making. Here we utilise advanced analytics to monitor campaign performance in real time, allowing us to make informed adjustments and optimise strategies swiftly. This ensures that your marketing efforts yield the best possible results.

Beyond just performance metrics, we delve into deeper insights, such as customer behaviour, market trends, and competitor analysis. These insights can help refine not only your digital marketing strategies but also inform broader business decisions, creating a cohesive approach to growth and brand development.

Building a Stronger Brand Presence

In a digital-first age, brand visibility and reputation are paramount. A well-executed digital marketing strategy enhances your brand’s online presence, making it easier for potential customers to discover and engage with your business. Our efforts combine SEO, email, content, social media, and paid advertising to create a multi-channel approach that amplifies your brand messaging.

The strategies we employ are designed to not only increase visibility but also to foster a strong, positive brand image. By crafting compelling narratives and engaging content, we help establish your business as an industry leader, building trust and loyalty among your audience.

Scalability for Long-Term Success

One of the standout benefits of outsourcing digital marketing is the scalability it offers. As your business evolves, so do your marketing needs. A partnership with Bigg ensures that your marketing strategies can scale effortlessly with your business growth.

Whether you’re launching a new product or service, expanding into new markets, or scaling up existing operations, we adjust our strategies to meet your changing needs. This flexibility is critical for maintaining momentum and achieving sustained growth in a dynamic business environment.

Take Your Marketing to the Next Level with Bigg

Outsourcing digital marketing offers a strategic advantage that goes beyond cost savings. It provides access to specialised expertise, efficient resource management, improved campaign performance, enhanced brand visibility, and more. By partnering with a dedicated team of professionals, you can focus on your core business activities while enjoying the benefits of a robust digital marketing strategy. Embrace the potential of outsourcing to drive your business forward and achieve lasting success.

Ready to take your marketing efforts to the next level? Partner with us to unlock the full potential of your business. Contact us today to discover how outsourcing your digital marketing can help your business grow and thrive.

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Paid Advertising

Bigg Case Study: Regency Laundry’s Promising Results

Regency Laundry is a high end linen rental company that appeals to luxury brands, where we’ve been using targeted paid advertising strategies to improve visibility and boost client engagement rates. Our approach centres on utilising targeted keywords to reach a high end audience, where we’re already seeing exciting results – read on to find out more about our recent success.

The Client

Since 1879, Regency Laundry has been providing a top quality laundry service across the South West. Their services are aimed particularly at luxury brands and establishments, including the very best hotels, spas and hospitality venues in the area. These clients require perfectly laundered linens and a personalised concierge service, where Regency Laundry is more than ready to provide this.

Working with high end venues, Regency Laundry strives to deliver superior quality standards with every order. Luxury establishments want only the best for their customers, meaning linen must be exquisitely clean and of a premium quality. Beyond this, the Regency Laundry team also prioritises exceptional communication at all levels, where every client receives a 5 star end-to-end service.

Our Experience

At Bigg, we have a wealth of experience working with commercial laundry clients, where we work with Johnsons Stalbridge Linen Services and their affiliate companies, including London Linen and South West Laundry.

We write high quality blog content for these clients and provide research-backed search optimisation services across their sites. These efforts make a positive contribution to Johnson’s profitability and growth, where our data-backed approach is designed to produce consistent, measurable results.

As such, our team has a thorough understanding of the laundry and linen hire industry, where we know how to target specific consumer groups and make our clients stand out from the crowd. As such, we’ve applied this expertise to our work with Regency Laundry, allowing us to see excellent results in the first months of our strategy.

Our Strategy

We’ve implemented a targeted paid advertising campaign with Regency Laundry, where our approach leveraged visitor and conversion data in order to increase profitability month after month.

More specifically, our strategy involved utilising detailed keyword research to ensure that we’re reaching the right audience. This meant targeting luxury hotels, spas and hospitality venues with an existing linen requirement, in addition to tailoring our audience segment bidding strategy to fit this brief.

In addition to this, our team has worked to promote Regency Laundry’s Unique Selling Points, in order to make them stand out from other similar brands and competitors. As such, we’ve highlighted their commitment to sustainability, as well as the ethical sourcing of their linen.

Measurable Success

Our strategy has shown clear signs of success. We’ve only been running ads for Regency Laundry since January 2024, but for Month 2 of the Regency Laundry campaign our data illustrates that:

The number of conversions increased by 141%
The cost per conversion decreased by more than 50%

Feedback from our client also indicated that we’ve generated high-quality leads with our ad campaign, where we’ve reached the desired target audience with every click.

This meant that the traffic directed to the Regency Laundry site was representative of their preferred client base, helping to boost conversions and business growth in a real way.

Choose Bigg For Your Business

If you’re in the laundry and linen hire business, then we’re the perfect choice for all your digital marketing needs.

At Bigg, our approach to paid advertising is always backed by data, where we track everything we do in order to stay ahead of current trends and platform updates. Our ‘always learning’ ad campaigns are designed with flexibility in mind, where we’re continuously optimising our approach to ensure we’re achieving maximum conversion rates with every post.

Beyond the world of laundry our client-base is exceedingly broad, where we work with business leaders in technology, lifestyle and homeware. So whatever your area of expertise, we’re here to help.
Get in touch with us today to find out more about what we can do for your business.

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About Bigg

An Inside Look at Bigg: Q&A With The Team

Ever wondered what working at a busy digital marketing agency is actually like? We’ve got you covered! We caught up with a couple of members of the Bigg cohort to give you a sneak peek into how our teams work to achieve exceptional results for our clients. Let’s go!

Iona | Content Executive

Iona joined Bigg as a content writer in September 2022 after completing her English & Creative Writing degree.

What does your job role involve?

As a Content Executive, my daily tasks can range greatly between creative aspects and strategic aspects. This could include writing blogs, articles, product descriptions or email copy, or optimising existing content in line with the best SEO practices to help improve a client’s organic rankings on SERPs.

I also frequently work on content audits for new clients, whereby we outline an intentional content strategy for their campaign ahead, taking into account their existing content, content their target audience are looking for and how they can differentiate themselves from competitors through the content they offer

Which marketing tools do you use?

One of the tools I use for informing my content writing is SEOQuake, which is used when optimising the content on a client’s website, as this provides us with information about the existing page title, meta description and header structure of a specific webpage. This then allows me to identify if and where each of these elements need to be improved and whether or not they are currently optimised for SEO.

What’s your area of specialism?

Because I studied English & Creative Writing at university, I’d say it’s the writing aspect of my role that I really excel at. Having strong written communication skills has certainly made it easier to write with marketing in mind, which I’ve no doubt improved upon since starting at Bigg and expanding my content marketing and SEO knowledge.

What marketing tips can you share?

Be patient and don’t underestimate your target audience! SEO takes time, so it can feel disheartening producing content when engagement is low, but it’s important to persevere and consistently produce intentional, valuable content that targets your customer pain points. People will come across your content eventually, and when they do you want to ensure it both engages them and offers them value, rather than wastes their time. And remember, tailor your content to your readers first and foremost, not the search engines!

What do you enjoy most about working at Bigg?

It’s an encouraging and friendly atmosphere to work in. Everyone is always happy to help where they can and it’s great to have so many talented and knowledgeable colleagues to learn from!

Emma | Senior SEO Executive

Having been with Bigg for just over two years, Emma is now a senior member of the SEO team.

What does your job role involve?

One of the perks of my job is that it can change day-to-day depending on client queries and priorities; I really enjoy having the flexibility to switch tasks regularly. One day I might be working on the technical and reporting aspects of SEO, while on others, I could be focusing on tailoring strategies and analysing campaign performance for specific client needs.

Are there any specific marketing tools you use?

We use several that help with auditing and crawling sites, such as Screaming Frog and SEMRush, which can help us identify technical problems with a website. We’ve also recently adopted NightWatch, which now provides us with even more data when tracking our client’s key search terms.

What’s your area of specialism?

My adopted role has been more of the technical side of SEO. Whilst the whole team has the opportunity to take on all aspects of SEO, I find myself drawn to the technical side because I enjoy the problem-solving involved.

Do you have any marketing tips?

SEO is an industry that is continuously shifting, and it’s important to keep up with these changes, so I would say make it a habit to stay informed about the latest updates, algorithm changes and trends in the SEO industry.

What do you enjoy about working at Bigg?

Aside from the variety of work we get to take on, I would definitely say the people! Even though all the teams work hard, it still remains a relaxed and fun work environment.

Grow Your Business With Our Expert Team

We hope you’ve enjoyed this inside look into life at Bigg. It’s safe to say that, as a team of industry experts offering holistic marketing services, working with us to devise your next digital campaign is a no brainer!

From well-crafted content writing to strategic paid ads, we take an innovative, results-driven approach to marketing that leverages visitor and conversion data to improve results and increase your profitability month after month.

Ready to uncover your biggest growth opportunities? Schedule a Strategy Call to learn more about our services.

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Digital Marketing

Powering Leads with Superhuman Sports

Here at Bigg, we’re always excited to work with a new client – not only do we enjoy the prospect of utilising our expertise to show them what we can do, but we also appreciate that they’re putting their trust into our efforts and capabilities.

One client we’ve established a relationship with recently is Superhuman Sports, and it’s fair to say that said relationship has blossomed into something beautiful. With experience working with other clients in the fitness industry, we’re confident that Superhuman Sports has put their trust in the right agency – in fact, the results are already speaking for themselves.

Keep reading as we discuss how we’ve been powering superhuman leads for Superhuman Sports, with an inside look at the strategies and approaches we’ve used on their campaigns to lead to significant growth in a short period of time.

Who is Superhuman Sports?

So, who is Superhuman Sports? Since 2013, Superhuman Sports has been hosting various outdoor fitness racing, adventure sports events, physical challenges and fitness experiences in the UK.

Operating across the South West, they arrange and operate mass participation fitness events that are open to people of all fitness levels, attracting members of the sport-loving community from all over the world to take part.

Their events combine fitness racing, mixed-terrain running, rucking, obstacles and unconventional equipment, with some of their iconic events including:

Superhuman Games
X Race Series
Epic 10Ks Trails

Their Goals

So, why did Superhuman Sports come to us? Whilst they have very much built their own success, when it comes to their website, Superhuman Sports recognised that there were some areas for improvement.

In hopes to improve these, they sought out our expertise to address these areas, allowing us to do what we do best so that they can focus on what they do best: providing fun and challenging fitness events.

After initial consultations with Superhuman Sports, we learned that the main goals they have for their campaign include:

Optimised web pages
Improved user experience
Better analytics results

Let’s break each of these down in more detail.

Optimised Web Pages

One of the key objectives they wanted to achieve with their campaign is to optimise the pages on their existing website. More specifically, they wanted to optimise their site for mobile users, which is incredibly important in today’s digital landscape.

They also wanted to improve their site load speed, which is important for ensuring a positive user experience – leading us on to their next key objective.

Improved UX

Ensuring a positive user experience is fundamental when it comes to designing and building a website for your business. Superhuman Sports wanted to ensure this on their own site.

Specifically, they wanted to ensure a smooth process from users landing on their website to signing up to one of their events.

Better Analytics Results

Analytics are essential for monitoring the performance of your website. Looking at their own site performance, one of the ultimate goals Superhuman Sports aims to achieve in the long run is to reduce bounce rates and increase conversions.

The Game Plan: Our Tactics

After understanding Superhuman Sports’ key goals from their campaign, it was then up to us to come up with appropriate strategies to target and address these, with the aim of delivering tangible results.

So how did we do that? Well, to us, it was undeniable that in order to optimise their site for mobile users and improve the user experience, we needed to target and optimise specific web pages on their site.

As such, we identified three specific pages that not only had potential for improvement but were most likely to organically direct traffic to their sign up page, which would subsequently help to improve conversion rates.

We optimised these pages with three key elements in mind:

Copy
Design
SEO

By optimising the existing copy on these pages, we were able to focus on making exactly what each event offered by Superhuman Sports consists of clearer, so that site visitors have all the information they need to make an informed decision over whether these are suited to them.

Then, to enhance engagement and ensure that people were more likely to read the actual copy on these pages, we implemented new design features to make the pages more eye-catching whilst fitting in with the existing branding.

To further increase the potential for more conversions, – i.e. people signing up for their events – we also focused on creating a brand new sign up page to be included on their site.

Not only does this make the process both clearer and easier for site users, but through the use of internal linking from the optimised pages, this page is much easier for them to organically navigate to and encourages action on their part to actively sign up.

The Outcome: What’s the Score?

With all of the work we put into their campaign, did our strategy actually pay off? We believe it did!

Thanks to our optimisation efforts, Superhuman Sports saw a 21% increase in organic users, along with a 9% increase in engaged sessions. Considering we only completed this work for them between March and April, these are very promising results for their campaign!

If we look even more specifically, it’s evident to us that their X Race Series page, which showcases all the upcoming events of their popular X Race Series fitness and endurance challenge, has proven to be especially popular with site visitors. This is clear by looking at their average engagement time, which has gone up from seven seconds to 32 seconds.

The Finish Line

It’s fair to say that we’ve fostered a positive relationship with Superhuman Sports, just as we’ve delivered positive results for their campaign.

Looking to see the same promising results for your own business? Work with our digital marketing experts here at Bigg. With specialists in all areas of digital marketing, from content writing to SEO, you can rest assured that we’ll deliver a targeted strategy personalised to your business goals.

Get in touch with us today to book your initial consultation call.

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Digital Marketing

When is The Right Time to Scale Campaigns?

Worried that your marketing campaign is beginning to feel stale? It may be time to help it evolve into an effective strategy once more. With paid advertising and automated features becoming steadily more popular, learning about your audience doesn’t need to be rocket science.

In this article, we’ll guide you through scaling up your campaigns to reach an impactful and effective result.

Setting Up a Campaign

Before you can scale your campaign, you’ll need to set up one to begin with. Not all campaigns can be scaled, depending on how you choose to set it up and execute it, so preparing your campaign to be scaled up from the get-go is essential.

Set Goals

Why are you starting a campaign and what is it that you would like to achieve? Setting goals before you begin is an excellent way to measure how well your strategy is working over time. It’s important to set realistic goals, that you feel as though you might be able to achieve with your thought-out campaign.

Adjusting Your Appearance

If you’re deciding to pour resources into scaling your campaign, it’s incredibly important to ensure that the site that any clicks may lead to looks professional and high-quality. Spending funds to attract an audience will simply be wasted if they remain unimpressed by your non-functional website.

Make sure that during your campaign your website is something you and your team are proud of, rather than something you’d like to dust under the carpet.

Value Your Competitors

Every business will have its competitors, as a sign of a healthy and potentially successful company. It’s unlikely that you and your competitors will have identical tactics when it comes to advertising, so it can be beneficial to check in with other companies in your field to see what they might be doing to appeal to more customers, as well as analyse the apparent success of their attempts.

Know Your Audience

Through getting to know your audience, you can begin to learn what sort of advertising your customers are likely to respond well to, increasing the rate of clicks to your website. Understanding the platforms they are likely to use is also increasingly valuable, as it helps you balance your paid advertising in favour of the most used platforms.

Data and analytics can be used to help you track this both before your campaign begins and during its progress, so never fear, changes can always be made to your strategy.

Challenges You May Face

Life and business alike would never be without their difficulties. The best way to tackle a challenge is to remain a step ahead, preventing you from getting caught out by any problems. Similarly, arranging contingency plans can help you deal with an issue smoothly if it arrives, helping your campaign continue undisturbed otherwise.

Data Feedback

Monitoring feedback is an important part of any campaign, whether you choose to scale upwards or not. Data analytics will present you with guidance on how well your current tactics are doing, including whether paid advertising is successfully earning the clicks you need for an ROI.

If this feedback isn’t necessarily promising, that’s no reason to pull your campaign entirely, it just may need some tweaking and shifting.

Keeping Ahead of Trends

In such a fast-paced world, trends can come and go quickly. Utilising what is currently popular on social media and other platforms can be a great way of keeping your content engaging and attracting more customers to your site, but keeping ahead is the real challenge.

Planning content and executing its publication can take the time it takes for a trend to pass, so weigh up the likelihood of a trend staying around with the time and resources that it may take to create content.

Resources

Speaking of resources, these can also be a challenge within themselves. You’re unlikely to have the resources that a large conglomerate will have for its marketing campaign, so it’s important to understand that your campaign scaling needs to be appropriate to your specific business.

A campaign is an investment, however, it’s important to make sure you can afford the cost of your goals and any adjustments that might be needed.

Keep Up with Technology

Another challenge can be keeping up with the advances in automated features for a website, which are designed to help both the business and the website user. Many consumers, for example, have come to expect AI chatbots on a website, created to help a user find out what they need to know about your business and products without requiring paid legwork on your side.

On the other hand, some tools can make your employees’ jobs simpler when it comes to advertising, such as a way to schedule a social media post for a time when it will earn optimal views.

Prepare to Scale

Growing your campaign won’t always be a quick process, but it’s sure to be achievable. In this section, you’ll learn how to successfully scale your campaign by preparing for the process beforehand. Read on to learn more.

Utilising SEO Keywords

Increasing your content can be a great way to increase the scale of your campaign, particularly through utilising SEO keywords that make you more appealing to customers and search engines alike. Make sure you have plenty of relevant keywords researched and ready to go to be utilised when creating content throughout the campaign.

Hiring More Employees

Increasing the effort put into your advertising campaign means increasing your staff. A dedicated team of persons that focus on improving the success of your campaign will surely help it grow, increasing your ROI. New employees will often have fresh ideas too, which can help to prevent your strategy from becoming stale and repetitive.

Schedule Check-Ins

Remember those goals you had set for your campaign and its beginning? You will inevitably need time to discuss the challenges and results of these with your team, so ensure you can scale up the time you give to your campaign. By scheduling early on, you have a timeline that both you and your team can follow towards an improved and successful strategy.

Fund the User Experience

Ever visited a heavily outdated website, with unusable buttons and content strictly written ten years ago? It’s a frustrating experience, leaving you unable to find the products you were originally looking for in the first place. Ensure this is not the case for your site visitors, by implementing useful tools that can help them navigate with ease.

Aside from user-friendliness, you need to keep your content updated and moving. Increase the amount of content you’re producing, for example, if you have seen success so far. This will also help a search engine recognise that your website is live, encouraging the search engine to rank your website higher in its search results.

Choosing the Right Time to Scale

Once your campaign is in full swing, it’s time to start thinking about scaling up. Choosing the right time is paramount to its success, so read on for our tips for selecting the ideal occasion for an increase.

The Current Success of Your Campaign

Before jumping into a fully scaled campaign, consider the current success of your strategy so far. Occasionally, a marketing technique that may have seemed helpful beforehand is failing you as the campaign progresses. Funds are precious, so make the most of the budget you have allocated for your campaign, instead of continuously funding a method that only provides you with disappointment.

If your campaign isn’t yielding worthwhile results, it may be beneficial to hold off on scaling upwards with the same techniques. Pouring more resources into a method that doesn’t work will not make it more effective, so often it’s better to invest those funds elsewhere. Instead of scaling up, try making adjustments and shifting your tactics to find something that works for you.

Make Sure That You’re Equipped

In an unstable company, making large changes to any area can be costly and often leads to a worsened situation. If you’re choosing to upscale your business, ensure that you’re equipped to take on higher workloads or pay for new advertisements.

There is no universal right stage for scaling, as all companies differ immensely, so it’s more about finding the right time for you and making sure it suits your current resources and needs simultaneously.

Reach Success with Bigg

Looking to create a campaign that returns on its investment? Our experts at Bigg are the team to help. With a range of services, we can help you make a noticeable impact using marketing campaigns and bespoke strategies, tailored to you and your team specifically.
See results and reach your goals with Bigg. Get in touch to start your journey to marketing success today.

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Social Marketing

Understanding the LinkedIn Algorithm: Updates to Look Out for in 2024

LinkedIn, home to over a billion members worldwide, stands out as a key player for businesses aiming to up their marketing game. It’s not just a network; it’s a powerhouse for generating leads, with a vast majority of its members playing a role in business decisions and wielding twice the purchasing power of the typical online crowd.

Getting the most out of LinkedIn means mastering its unique algorithm, especially with its latest updates offering clearer insights into what flies and what flops. Plus, with recent tweaks to its paid advertising features, businesses now have even more tools at their disposal for insightful audience targeting and strategic campaign planning.

Staying on top of all these updates can significantly boost your business’s visibility and success on the platform – let’s delve into some of the key algorithmic features and recent product updates you need to be aware of in 2024.

What Is the LinkedIn Algorithm?

The LinkedIn algorithm is a sophisticated program designed to showcase engaging posts to users, ensuring that individual members encounter the most relevant content in their feeds.

As with many other social media platforms’ algorithms, it strives to optimise the user experience by observing the posts and profiles users interact with and tailoring their feeds to spotlight similar content. The overarching goal here is to enhance overall usage and engagement across the platform.

In short, the LinkedIn algorithm determines how content is prioritised within your feed and the extent of your own content’s reach within others’ feeds. LinkedIn provided a handy visual representation of the processes involved in assessing and distributing content following the recent updates:

How the Algorithm Works in 2024

LinkedIn is shifting its focus away from low-quality, “viral” content towards content from subject matter experts tailored to specific audiences. This approach is clearly working so far: from 2021 to 2023, LinkedIn reported an impressive 42% year-on-year increase in content shared and a 27% increase in content viewed.

Traditionally, “superficial” engagement served as a key indicator of relevance. However, recent insights suggest that its significance as a ranking signal has diminished and will continue to do so in the coming years. Meaningful, quality interactions now take priority – for example, comments that properly respond to the content of a post and incite discussion are favourable over basic, non-specific comments like “Agreed.” or “Congratulations!”

Additionally, as part of LinkedIn’s commitment to prioritising quality over recency, the algorithm now sorts feed content non-chronologically, meaning users may see older or more popular content ahead of new content.

Key Metrics for Organic Success

LinkedIn’s algorithm considers countless factors when determining a post’s reach, but the main ones to bear in mind following recent updates are as follows:

Post Quality

The algorithm assesses whether a post adheres to LinkedIn’s guidelines and professional community policies and the overall quality of the content when determining its reach:

Clear, high-quality content will take priority
Spammy content will be shown less frequently to users, if at all
Low-quality content that is not considered spam will lie somewhere in the middle

Post Testing

Posts that pass the quality check undergo testing within immediate and extended networks, with engagement serving as a key metric. High, good-quality engagement signals post quality, prompting the algorithm to broaden its reach to a wider audience.

Member Activity

LinkedIn tailors content distribution based on user activity, considering interests, followed hashtags, and previous interactions. This ensures that posts reach users likely to engage meaningfully, enhancing overall engagement levels.

Member Expertise

The algorithm also assesses users’ expertise when determining the relevance and quality of their posts. This means your professional background, as outlined in your profile, plays a crucial role in influencing how the algorithm evaluates and distributes your content.

Relevance to Users

The algorithm prioritises content based on its relevance to users’ connections and extended networks. First-degree connections receive priority visibility, followed by individuals with whom the user regularly interacts. Factors such as the post’s topic, language and mentioned entities further influence visibility within the extended network.

In order to satisfy these metrics and increase your chances of success, you should craft content that not only resonates with a targeted audience but also highlights your expertise and fosters authentic engagement.

Recent Changes to Paid Advertising Tools

In addition to these changes to the algorithm’s content prioritisation and distribution process, LinkedIn recently announced some product updates affecting their paid advertising tools. Let’s take a look at a few of these important developments:

Discontinuation of Lookalike Audiences

On 29th February 2024, it discontinued its Lookalike Audiences function. This means that:

Users can no longer create new lookalike audiences or edit existing ones.
Current audiences became static – i.e. data is no longer being refreshed and updated.
Active ad campaigns are still able to serve static audiences.

LinkedIn recommends marketers use predictive audiences and audience expansion instead.

Predictive Audiences: This tool leverages AI models and your existing source data to identify potential converters you should be targeting.

Audience Expansion: This tool helps you target new relevant buyers based on your campaign’s target audience.

Paid advertising campaigns can use these features to ensure continued dynamic targeting. These new tools offer a tighter, conversion-focused targeting approach, as opposed to loosely similar audiences identified by the Lookalike Audiences feature.

Introduction of Website Actions

LinkedIn is introducing the Website Actions tool to simplify website event tracking and conversion measurement. This feature can automatically capture critical on-site actions like button clicks and page views, providing further insight into buyer behaviour and interests. This can then make it easier to manage ad budgets, successfully retarget ads, and measure campaign performance.

Media Planning API

This new feature enables users to forecast campaign reach and frequency before spending, allowing for more strategic budget allocation and ultimately maximising return on investment (ROI). The advanced audience insights, efficient budget allocation and strategic planning capabilities brought about by this tool can also improve continued campaign optimisation processes.

Our Tips for LinkedIn Success in 2024

In light of these algorithm and product updates, it’s clear that LinkedIn is committed to continually refining its platform to foster quality content and meaningful engagement. Here are some expert tips for leveraging these insights to effectively enhance your LinkedIn presence in 2024:

Prioritise Quality Over Quantity: The algorithm’s shift towards valuing subject matter expertise and specific audience content means that quality trumps volume. Posts that offer clear, valuable insights aligned with professional standards are more likely to gain visibility.

Engage Authentically: Meaningful interactions are now more crucial than ever. Comments that foster discussion or provide thoughtful feedback are prioritised over generic responses. Engage with your network in a manner that adds value and encourages dialogue.

Optimise Your Profile: Your professional background significantly influences how your content is perceived and distributed. Ensure your profile clearly reflects your expertise and experiences to boost the relevance and reach of your posts.

Craft High-Quality Content: Adhere to LinkedIn’s guidelines and focus on creating posts that are informative, engaging, and relevant to your target audience.

Understand Post Testing: Recognise that initial engagement is critical. Prompt reactions from your immediate network can significantly expand your content’s reach.

Monitor Member Activity: Tailor your content to match your audience’s interests, utilising hashtags and topics they engage with, to increase the likelihood of meaningful interactions.

Showcase Your Expertise: Regularly share insights and updates related to your field to establish yourself as a thought leader and make your content more attractive to the algorithm.

Adapt to the Discontinuation of Lookalike Audiences: Shift your strategy to embrace predictive audiences and audience expansion tools for more refined and conversion-focused targeting.

Utilise Website Actions: This tool can provide deeper insights into how users interact with your website, enabling more precise retargeting and budget allocation.

Implement the Media Planning API: Use this feature to forecast and optimise your campaign’s reach and frequency for improved budget efficiency and ROI.

Enhance Your LinkedIn Strategy With Bigg

To thrive on LinkedIn in 2024, it’s essential to adapt to the changes we’ve outlined today. By focusing on quality content, prioritising authentic engagement and leveraging new advertising tools, you can enhance your LinkedIn strategy for better visibility and engagement.

Remember, success on LinkedIn now requires a nuanced understanding of your audience and how the algorithm prioritises content. Tailoring your approach with these insights in mind can significantly increase your chances of success on this ever-evolving platform.
At Bigg, we’re dedicated to helping you navigate the ever-changing landscape of digital marketing. With a strategic approach and a finger on the pulse of LinkedIn’s latest updates, we can help you unlock the full potential of this professional social platform and propel your brand to new heights in 2024 and beyond.

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Email Marketing

Understanding Email Automation & Its Benefits to Your Business

As a business owner, your primary focus is on growth and innovation, not on repetitive tasks like manually sending out emails. Email marketing, while essential, shouldn’t consume your valuable time.

Enter email automation—a powerful tool that not only saves you hours but also enhances your marketing efforts. Imagine sending targeted, personalised emails to your customers without lifting a finger. This technology streamlines your workflow, allowing you to nurture leads and drive sales effortlessly.

How does it work? In this blog, we’ll demystify email automation, showing you how it can transform your business. We’ll explore its benefits and share effective strategies to integrate into your campaigns.

What is Email Automation?

Email automation uses predefined rules to send personalised emails based on customer actions, such as welcome emails or abandoned cart reminders. This helps keep customers engaged and encourages repeat visits.

Why Utilise Email Automation?

The great thing about email automation is that it offers you a way to send the right message to the right people at the right time, making it a very powerful marketing tool. However, let’s take a look at some of the specific opportunities it grants you below.

Personalise Customer Experiences

It’s no secret that customers love personalisation. Research by Statista simply reinforces what business owners already know: 90% of consumers find personalised content either very or somewhat appealing. However, it may come as a surprise that the leading type of personalisation experience that marketers use is actually email. This means that building relationships with customers via email should be a top priority in your marketing campaign, and email automation is a great way to do this.

Take advantage of your mailing list sign-up form to collect relevant data. On top of asking for a new user’s email address and/or phone number, you could also include fields asking for:

Their birthday
The types of products they’re interested in
Their reason for shopping
What kinds of emails they want to receive
How often they want to purchase your products

Plus, when you link your web analytics with your email marketing platform, you can even target people based on behaviour, location, preferences and previous sales. You can then personalise each customer’s experience and increase the relevance of your automated campaigns.

Make the Most of Your Marketing Team

Automation is fundamentally changing the way that many different kinds of teams operate. For email marketing teams, this could look like less time spent manually compiling email lists and scheduling deliveries. This effectively frees up the time for them to focus on other pressing tasks, such as more in-depth customer relationship building.

Improve Customer Retention Rate

Automated emails are a fantastic way to boost your customer retention rates, especially when it comes to devising an exceptional post-purchase experience. After all, it’s much simpler and more cost-effective to market to existing customers than to convert new ones, and thanks to email automation, staying in touch has never been easier. Schedule messages so that customers hear from you regularly, and make sure that your copy is super relevant for maximum impact.

Win Back Lost Customers

Email automation can even help to draw back those customers you’ve had trouble retaining. Shoppers who have visited your site and purchased from you before, but haven’t returned in a while, are perfect targets for email communication. Personalise win-back emails based on:

Previous sales
The length of time they’ve been away
The average time between purchases for the types of products you sell

You could also include exclusive offers in your re-engagement emails to further entice customers, like a discount or access to a new product.

Make Your Strategy Scalable

When you send out a series of emails manually, the size of your team limits the amount of customers you can reach. It’s worth considering whether you’d be able to stay on schedule if your client base suddenly doubled!

On the other hand, sending automated emails allows you to scale your marketing efforts. For example, programming your platform of choice to send a message every time someone signs up for your mailing list via a form means that you don’t have to wait for a staff member to be available to hit send. Customers are integrated into your system as soon as they perform any action that you track, without you having to put any more strain on already limited resources.

How to Make Your Automated Emails Count

Now that you’re clued up on the ins and outs of email automation and what it can do for your business, here are a few tips on how to make your new automated email strategy run as smoothly as possible.

Track Responses

Each time you send an automated email, you’re granted with a unique opportunity to collect key information from customers that shouldn’t be wasted. You should be tracking if a customer:

Opens an email
Clicks through to your site
Uses an offer
Purchases a suggested product
Continues to browse once on your site

Remember: everything you learn about your customers through targeted emails can inform your next step. For instance, if you notice that recipients aren’t opening your offer emails or aren’t clicking on recommendations, go for a different tactic.

Be Strategic with Offers

Did you know that high shipping costs are one of the most common reasons that shoppers abandon what’s in their basket? Now, while you can’t skip out on delivery fees or bottom out your product prices, you could send out exclusive offers or promo codes to draw in customers who are on the fence. While this tip can be effective, make sure that you don’t use it too liberally – otherwise, customers might expect to receive a discount more often.

Design a Drip Campaign

You’l sometimes find that certain users interact with your business several times before becoming a customer. In this scenario, drip campaigns can be handy, as they ‘drip’ useful content about your company, products or the industry you’re in. In order to pull these kinds of campaigns off, your content has got to be highly relevant. Fortunately, when using email automation, drip campaign messages only get sent out to prospects who have demonstrated interest in your company.

Want to Stand Out in Every Inbox?

Need more help getting your email marketing campaign off the ground? As experts in all things digital, Bigg makes it almost impossible to fail at growing your business. We take a results-driven approach to email marketing that leverages opens, clicks and conversion data to improve results and increase profitability month by month. We’ll work with you to understand your business objectives and to devise an email strategy that meets your goals the fastest.

To start creating well-designed, optimised emails that actually convert, get in touch with a member of our helpful team today.

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Paid Advertising

Revving Up Success: Our Van Broker Performance Update

If you’re interested in driving success from your marketing campaign, our performance updates are sure to inspire you this month. We’ve got so much to share, even after VanBroker joined us in just early December! Dive into our Bigg performance update below to learn more about how a results-driven approach to digital marketing can make a difference.

An Introduction To VanBrokerUK: USPs & Aims

VanBrokerUK is a van dealership based in Somerset, offering new and used vans in a wide range of makes and models. The company has been up and running for years, offering a range of finance options for vans while making things as easy as possible.

Being in competition with a plethora of other van leasing companies, what sets our client apart? VanBrokerUK holds a range of unique selling points that they wanted to highlight in their campaign:

A free delivery & price promise (if you find a cheaper van, they’ll match or beat the price)
A wide product range
Competitive pricing, a selection of finance options and quality assurance

Bigg’s Strategic Impact

One of the key differences in our approach is to really understand the needs of our clients, and help them achieve what they are looking for from their digital marketing campaign. So, that’s exactly what we did.

We gained a thorough understanding of VanBroker’s needs so that we could implement the best strategies to boost their brand visibility and help drive an increase in sales. The primary focus outlined by VanBroker themselves was to generate more leads and enquiries through the form on their own website.

Our Unique Approach: A Tailored Campaign For Maximum Results

Given the campaign’s objectives, our strategy focused on using paid advertising to help VanBroker achieve their goals. Read below to find out how we used Facebook and Google ads to execute this.

Facebook

Our Facebook Ad approach included a range of different strategies:

We implemented a strategy that divided our marketing efforts into prospecting and retargeting, tailoring the copy for each segment to maximise engagement.

We also tested different ad formats, including images and carousels, to determine which approach was more effective with the audience.

Using A/B testing strategies, we compared lookalike and interest based groups to optimise our strategy.

Our retargeting efforts were also multifaceted, encompassing different objectives such as driving website traffic, promoting on-Facebook calls and forms. This encourages people to move from consideration to conversion at different touch points.

Google

You can find our Google Ad strategies below:

We diversified the campaign for Google Ads, which included prospecting branded and computer hijacking initiatives.

We also tested various ad formats, such as standard search, performance max and dynamic search, to discover which format aligned the best with our audience.

Using radius targeting strategies, we customised bidding strategies to adapt to the geographic location of users, helping us optimise ad placement and relevance based on their location.

We also implemented tracking for the live chat feature, allowing us to gain comprehensive insights regarding user behaviour and interactions. This allowed us to gain a more holistic idea of a user’s journey on the website, giving us the ability to tailor our campaign accordingly in the future.

Our Results Speak For Themselves

As we’ve reflected on VanBroker’s first full month with us, January provided us with results that speak for themselves.

With January being the first full month VanBroker has been with us, it’s extremely encouraging to see our campaign generating such a strong lead count, as well as a law cost per click. And we can say with confidence that this should only keep improving as the campaign continues to move forward!

Bigg: Results Driven Digital Marketing

Inspired by VanBroker’s initial success? Here at Bigg, we focus on results driven campaigns, with an excellent range of services and campaigns that are tailored to your business. We offer a range of digital marketing solutions, designed to boost your brand and show continuous improvements month after month.
Are you looking for better results from your digital marketing? If you’re interested in digital marketing approaches that make a difference, get in touch with us today to learn more.

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