Superhuman Sales

The high-ROI sales generation & marketing agency for tech and ecommerce businesses

Digital
marketing

Digital marketing on its own—without a cohesive plan based on what properly works in your business—will burn through your cash faster than a SpaceX launch. This is because it typically relies on a decent advertising spend…and advertising platforms are actually geared towards taking your money rather than delivering a result.

This isn’t to say you shouldn’t advertise; only that you should target intelligently. Getting into a bidding war in a general market won’t automatically translate into more success—unless you’re an advertiser who needs to make quota! Far better to dig deep into your analytics data for real insights into your ideal customers, and then develop advertising strategies to target narrowly-defined niches. Some will fail, but others will succeed like crazy—and dominating small niches is far more lucrative than being a little fish in a large lake of piranhas.

The advertising medium and method that we go with depends on what we can prove is right for your business, based on actual data from your business. Our digital marketing services grow out of the technical audit we run for you when you first sign on. In combination with broader market research, we’ll strategize and build campaigns across any medium and budget—provided the data shows that it’s right for your business. No guesswork. Hard data does not lie.

Read more about our approach after the jump links, or click the ad type that interests you to go straight there:

Reporting: a first-class citizen to ensure your individual strategies mesh with your entire marketing engine

We always focus on getting a holistic view of how all your campaigns fit together (even the non-digital ones)—from impression and prospecting through to engagement, conversion and finally sales. Without a high-level view that puts everything together, it’s really impossible to spot either bottlenecks or opportunities in your business (as opposed to in some particular process); at best, you only see some of the trees, but still miss most of the forest.

Tracking and reporting is therefore a major part of our digital marketing service. This is implemented and monitored in-house—no out-sourcing. We’ll send you custom weekly dashboard reports that highlight top-level KPIs, and note any opportunities for growth.

Our customers are generally very surprised at how comprehensive and perceptive these reports are. They’re not about keeping you up to date on numbers; they’re about developing deep insights into your customers, and finding ways to turn these into profitable strategies for you.

So what platforms and advertising types can we offer? Pretty much all of them, actually—assuming they’re the right fit, of course.

Data & behavioral targeting (programmatic advertising)

This is the crown jewel of our vault; the atom bomb of our advertising arsenal. Digital marketing injected with super-soldier serum.

Big Brother is watching you—and Big Brother is advertisers. We know everything about you—your preferences, your demographics, your website behavior; you name it, we know it. Thankfully, we don’t know it’s you—the data is all entirely anonymized, matched using hash codes.

You want to advertise only to people who work for certain companies? Or to people who spend more than sixteen minutes a day watching cat videos? Or to people who visit specific websites of your choosing? Anything you like, any flavor your campaigns require, we can target those people with absolute specificity.

Have your own user databases, but can’t reach your audience in the traditional way? We can plug your data into our programmatic system, slice and dice it depending on what’s appropriate to a particular segment, and show them ads across the web.

And if you’re unsure of who your ideal audience is, our algorithm can do the heavy lifting in figuring this out for you. Deep machine learning internal link means no more guess-work.

With traditional AdWords campaigns, you’re not sure if the person searching for a particular phrase is really your ideal client. With data and behavioral targeting, we can display ads only to a validated audience, based on their cookie information and online behavior.

Want to sell firewalls to I.T. directors at multinational businesses? Show ads only to people whose online behavior indicates that they’re looking for firewalls, and matched data tells us are I.T. directors at multinational businesses. Want to present a special offer in person to companies using Salesforce? Target all the decision-makers in $10M+ businesses using Salesforce in Chicago.

Because this big-data approach to advertising allows us such precise user insights and targeting, we can often pick out those people who are closer to making a buying decision, and have the highest intent. (We would say they are in the resolution arc of the customer journey.) This makes data and behavioral targeting ideal for low-effort, high-yield, rapid-deployment campaigns.

And when it comes to a bidding war, we usually win against traditional display advertising because our ads are simply more relevant. They get displayed more often, and at lower cost. Like traditional display advertising, it has the advantage of meeting prospects wherever they are, rather than requiring them to first visit your site. But unlike traditional display advertising, it’s laser-focused; why use a spray-and-pray shotgun approach when you can use a sniper rifle?

Google AdWords

The bread and butter of the digital advertising world. Running AdWords campaigns is typically a staple part of most digital marketing strategies, as these ads interface with high-intent searches. Users here are in a problem-oriented mindframe; they understand what they’re looking for, and are actively looking for it.

Because this is low-hanging fruit, it’s typically competitive—so bidding is expensive. The more people play, the more they pay. AdWords also tends to be a somewhat lazy approach, in our opinion, because you’re capturing people who already largely understand their problem. There’s nothing wrong with picking this low-hanging fruit, but it’s also important to remember there’s a lot more higher up the tree. You should certainly advertise to people who are already navigating toward a solution to their problem, or at the point of resolving it—but if you’re not also attracting and nurturing those people who are just discovering their need, you’re leaving most of the money on the table.

Thus, AdWords should always be augmented by other approaches, rather than being used on its own. In fact, some industries are so competitive (and therefore expensive) that playing at all is prohibitive. They are effectively owned by the 8,000 lb godzillas in the market. Insurance and loans are good examples.

Facebook advertising

Imagine yourself in a noisy, busy bar in the lively downtown of any large city in America. People chatting with friends, perhaps making new ones, taking the odd photo, hitting on someone attractive, and so forth. Facebook is that bar, and every other bar in Europe, and every busy coffeehouse in the Middle East, and every café in Latin America. Facebook is the rowdy assemblage of humanity talking, gossiping, flirting, sharing, and creating experiences.

This is the analogy Antonio Garcia Martinez uses in his book Chaos Monkeys. And how often do you discuss anything of commercial import with friends around a sticky table in your favorite dive bar? Would you want someone to ram a quote down your throat?

Obviously not; contextually it’s all wrong. People on Facebook are not there to buy anything. If anything, they’re looking to avoid commercial transactions. They’re not in a problem-orientated mindframe where they’re navigating towards a solution, as they are on Google. They’re there for social reasons.

Does this mean Facebook advertising is worthless? Not at all; you simply have to pick the right message for the medium. If you pique users’ interest, giving them something of value—like useful, easily-accessible information—you get a foot in the door. You’re not aiming to make them a customer now; you’re just aiming to start a conversation that may end in them becoming a customer later.

Although this process has more moving parts than AdWords campaigns will, Facebook’s advertising is more cost effective than Google’s, and typically enables more precise targeting through highly granular user data. This means you can hone in on particular interests, user scenarios or demographics in ways which are impossible on most other platforms. Moreover, you can do this wherever those users go on the web because Facebook ads are similar to display advertising: they aren’t restricted to Facebook itself, but can be shown on other sites and applications.

LinkedIn advertising

Though LinkedIn is a powerful tool for replacing traditional cold calling, as an advertising mechanism it’s way behind Google in terms of search capability, (internal link) and Facebook in terms of user targeting (internal link). The targeting is limited, and the CPC is expensive.

Contextually, LinkedIn is a better solution for B2B businesses looking for leads; there is detailed profile information, and it’s used by business professionals worldwide. But the reality is that even in this market, it’s still way behind the competition, and only worth investing in as a later augmentation to existing campaigns. Watch this space though—there is talk of powerful new targeting mechanisms in the making.

Display advertising & remarketing

Display ads are simply the boxes of advertising you see all over the web. They come in different variants, from the traditional banner ads you’ll see at the top of web pages, to animated images in sidebars, to video and mobile-specific ads. They’re typically found in spots reserved for paid advertising. This works well as a cost-effective route for testing different messaging, or as a way of reinforcing awareness when you’re doing other advertising campaigns. However, due to users’ tendency toward banner blindness, add internal link here it’s not effective purely on its own. (The exception to this rule is when you’re using data activation; more on that under data & behavioral targeting (programmatic advertising) ).

Though there are some contextual targeting options—i.e., advertising your solution on websites similar to your offer—it’s largely out of your control, and much broader than you’d like. We typically use Google’s Display network as it automatically selects where to show your ads, based on their algorithms. This works pretty well with the right configuration. Manually purchasing ads on a per-site basis almost always produces too small a sample to be effective.

Remarketing ads are similar in makeup to display ones, but they only activate once users have given an indication of interest by visiting your website. Like display ads, they’re a powerful tool for augmenting brand awareness in just about any campaign, and they’re very cost effective.

SEO/organic

Like a fine wine, SEO is not for the instant gratification you get from Facebook and Google. It requires ongoing effort, both on your website (on-page), and other people’s (off-page). There are often quick wins to be had from the on-page work, through incorporating strategic keywords and phrases into your site content. But the real magic takes much longer to work, as you must develop enough authority for other websites to link back to your content. This can’t be short-circuited, since it can’t be just any websites linking to you—it must be ones with thematic relevance and their own domain and page authority.

With content being our strength, and being tech geeks to boot, we’re able to automate much of this process—but it takes time, and genuinely excellent content that people want to consume.

Digital PR

Though not as sexy or talked-about as more high-falutin’ forms of advertising, digital PR is of great value for most campaigns. It’s not just useful for one-off events or announcements; good marketing can take that same event and reframe it in multiple ways, to cater for different user preferences or to focus on another angle in more detail.

PR also has huge benefits from an SEO perspective: as the information is disseminated across thousands of subscribers, journalists and bloggers, you’ll not only increase the traffic to your site, but also the chances of building backlinks for that all-important Google-juice.

Will any of these advertising methods work in your business? We don’t know—not without talking to you first! So why not get in touch?

Contact us to discuss your advertising aims


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