According to research from the Ehrenberg Bass Institute and the LinkedIn B2B Institute, 95% of your customers are not in the market to buy anything at any given time.
Only 5% of your audience wants to buy right now, so your ad will mostly target consumers who won't buy anytime soon.
Can marketers serve as a reference point for buyers when making purchasing decisions?
The best way to achieve this is through consistent marketing with messages that aim to increase awareness and create memories relevant to the brand.
Here's what you need to know about steady wave marketing and how to apply it to your search engine marketing campaign.
What is Perpetual Marketing?
Continuous marketing is a strategy that aims to maintain your brand's visibility in the market through ongoing campaigns.
The main goal is to make sure that your target audience is aware of your brand and their solutions before they are ready to buy.
Continuous marketing increases brand awareness and increases brand equity. It uses metrics from across the marketing pipeline to measure performance from sales to revenue.
Why is it always marketed?
Short term lead generation campaigns continue to dominate the marketing landscape.
These campaigns resulted in lower revenue growth, followed by stagnant revenue growth.
Why do most traders choose these short-term strategies?
In fact, they often meet the immediate revenue needs of companies that require quick results.
Marketing, especially digital, has recently grown on strictly "performance-based" campaigns, expecting immediate results within two weeks.
Success is only measured by lead generation.
Instead, marketers should use ongoing marketing programs that include long-term funnel campaigns.
If adopted, this approach can transform marketers from short-term reactive campaign executives to long-term strategic brand builders and revenue generators.
Continuous marketing requires more planning, content, creativity, budget and time than traditional short-term lead generation campaigns.
All of this should be exciting for any trader, but it takes time and persuasion to convince your company, especially your finance team, to agree.
Trying new marketing methods is important to learning and growing. A big bet can pay off.
Constant marketing for a specific search
Always Paid Search Marketing covers the marketing spectrum from Top of Funnel (TOFU), Middle of Funnel (MOFU) to Bottom of Funnel (BOFU) to make sure your brand is still in the shopping center.
This approach goes beyond traditional paid search campaigns and focuses on conversions based on per conversion or conversion rate goals.
Ongoing search campaigns include optimization of these "performance marketing" measures.
However, this also includes increasing TOFU awareness metrics such as impression sharing and MOFU engagement metrics such as click-through rate.
A fixed approach to paid search includes a complete implementation.
- Content strategy.
- Message alignment.
- Create an ad.
- User journey development.
- Lead care.
- Parameter ID/Measurement.
- Allocation of funds.
- Selection of keywords.
In terms of content strategy, TOFU and MOFU landing pages should contain the following content:
- Communicate your brand.
- Describes high-level class supplies.
- View information related to customer issues.
- Provide social proof.
BOFU content should only be blocked if it is of extremely high value. Examples are signature research reports or annual surveys that are valuable and original data.
Gone are the days of standard eBooks, white papers, checklists, and more. Leave this content unchanged for TOFU and MOFU levels.
Another important aspect is budget allocation. When dividing your budget between funnel stages, 60-40 is a good rule of thumb.
- Between TOFU and MOFU, keywords should be 60%.
- 40% of your budget should be dedicated to BOFU keywords.
This award ensures your product's visibility on search queries to increase brand awareness and generate revenue.
Receive the daily newsletter that search engine marketers decide on.
Always unpaid search terms
Dividing keywords into TOFU, MOFU and BOFU is not an exact science.
There are keyword research tools that can help you in this process and complement your knowledge of your target audience and your experience as a paid search engine marketer.
After the initial tests, you should always re-evaluate your keyword rankings and make adjustments if necessary.
Here are some actionable tips to get you started funneling your keywords.
Keyword TOFU
- Tagged keywords
- Your brand is your most important asset. Promotion and defense as a competitive offering.
- Competing keywords
- Researchers may be your competitor's customers now, but that doesn't mean they always will be. By attracting competitors, you can increase your brand awareness among relevant prospects. Remember that we measure TOFU based on awareness metrics like insight sharing, not conversion.
- Industry standard keywords
- Search and bid in industry contexts. For example, a cyber security company such as “cyber security” or “cyber security solutions. Assess performance and understanding share of assessment.
MOFU keyword
- Category-level keywords
- Go a step deeper, using cyber security as an example, and throw in terms like "threat intelligence." Evaluate the performance of these keywords using engagement metrics such as click-through rate and website engagement metrics. Do not rank these keywords for conversions, leads, or revenue.
- Compare keywords
- Bid on consumer-oriented factors and compare companies or solutions in your area. For example, "top cyber security company".
Keyword BOFU
- Product level keywords
- Product level keywords are marketing and product oriented traditional lead generation keywords. For a cybersecurity company, an example is "managed detection and response (MDR) software." Evaluate these types of keywords to monetize.
Always on time and on budget
A sustainable marketing approach must be comprehensive and continuous to make an impact on your brand.
However, paid search can still be expensive, so be strategic. When budgets are tight, trim them based on KPIs at each stage of the funnel.
Don't just budget for TOFU and MOFU keywords. If you only focus on BOFU keywords, you'll be back to short spurts and flat growth cycles.
Push back, say no, and advocate for strategic budget allocations based on long-term brand building and revenue growth.
Always active marketing champion
Now that you understand perm marketing, let's take a look. Try it at your organization with a 6- or 9-month paid search pilot.
Go beyond short-term campaigns by promoting a closed webinar or white paper. Think big and long about paid search.
It will not be easy to implement such an experiment, but start to understand and support the idea.
Paid search marketers can and should be more than just responsive campaign publishers. So always drive marketing and be a strategic brand builder and revenue generator.
The opinions expressed in this article are those of the guest author and not necessarily those of Search Engine Land. Our staff authors are listed here.
