Define your Audience

• A consultancy should create high-quality content that resonates with its client's audience. By defining the audience, it is easier to understand their needs and pain points, and ultimately convert them from mere visitors to leads.
• Understanding the audience enables a consultancy to offer personalized content that address the specific needs of its clients. Research shows that 48% of businesses are more likely to buy personalized content that address their specific business needs.
• In addition, research shows that 81% of businesses are willing to pay a premium for industry-specific solutions and experience.
• Defining the audience starts by creating the right buyer persona for the target audience buying cycles. This way, you are able to offer products that address their specific business needs.

Live Chat

•  Live chat has become a great way for businesses to engage with their customers when their visit their websites.
• Businesses use live chats to guide customers, answer their questions and address their specific needs.
• A recent study indicated that 44% of online customers consider live chats as one of the crucial features on a website.
• The use of live chats steps from the fact that today's consumers want faster response, quick resolution, and exceptional personalized customer service.
• Live chats help a business improve its conversion rates, collect contact details from clients, and boost engagement with customers.
• A recent survey by eMarketer indicated that 38% of online shoppers buy products because of the live chat. In addition, 63% of customers who engaged in a live chat said they were more likely to visit the website again.

Create Interactive Content

•  Interactive content is full of fun and helps to engage the user. It enables a business to collect contact details from customers and in return offer them with real value.
• Customers are willing to give out their contact details because they get something in return.
• Interactive content stimulates engagement and prompts a customer to react. There are different types of interactive content like surveys, polls, live chats, games, contests, calculators, assessments, animated infographics, interactive video, interactive white papers, and e-books.
• In a recent survey by Content Marketing Institute (CMI), 87 percent of respondents said that interactive content grabs attention. Up to 73 percent said that it improves retention of branding and 77 percent said that it provides improved value through multiple engagements resulting in repeat visitors.
• From the CMI study, 46 percent of respondents said they have used some type of interactive content in their marketing mix.

Research Strategy

LINKEDIN ADS

• LinkedIn has become a competitive platform for advertisers to engage in marketing campaigns.
• A NewsCred study has shown that the RIO marketing of LinkedIn is 17.6% while those of native ads measures in at 14.9%.
• The level of ROI that can be achieved on LinkedIn, shows that advertisers will market on a lower budget.

• The Click Through Rate for ads on LinkedIn increased by 36.7 % in Q4 of 2018. 
• A partnership with the Google Campaign Manager allows LinkedIn ads are seen across various platforms, hence the higher probability for ad clicks.
• With new updates on the LinkedIn platform, there are more high-quality clicks that improve campaign success.
• LinkedIn has revived its ‘organic services’ and ads are increasing over time. Studies show that the platform had an average CTR of 0.26% in the 4th quarter of 2018.
• LinkedIn has now allowed for more CTR based on more relevant ads and targeted interest and there has been a 25% rise in the CTR.

• LinkedIn’s business strategy has allowed it to utilize engagement marketing for the benefit of businesses.
• Recent studies have shown that LinkedIn is a leader in terms of user engagement through their platform.
• Pages on the platform have an ‘average engagement rate’ of 0.054% when compared with 49 other brands across the globe.
• A HubSpot study has shown that in terms of engagement, LinkedIn has a visitor to lead conversion rate which is 227% higher than competitors such as Twitter and Facebook.
• Studies have shown that more users are accessing the platform daily, as it has 4.55 page views per visit and provides more than 50% of ‘social traffic’ to blogs and marketing websites.

• Based on a study of the LinkedIn platform, results show that business sale targets overlap by 55-60 % and LinkedIn can target and enhance this overlap with leads and other tools.
• LinkedIn has also developed a Sales Navigator tool which performs ad-targeting to create a marketing database for an increase in sales. The tool is used to peak customer interest and assists sales personnel to find new leads.
• Studies show that LinkedIn is 66% more successful at garnering potential leads to generate sales.
• Using the LinkedIn platform, clients can get a 30% response rate through sales campaigns.

GOOGLE ADS

• Google Ads is now the most successful and popular advertising platforms for pay per click ads.
• Google’s ROI allows for quicker results on marketing investments based on the quality of its advertising output.
• Google’s ROI system has become more beneficial for clients as their CPCs (cost per click) have decreased by $1.29 from 2018 to 2019.
• Recent studies have shown that users make $2 for every $1 they invest in Adwords. Google has stated that using their ROI tools such as the Conversion Optimizer allows customers to gain a 21% increase in their conversions.
• A recent ROI study shows that Google is a leading provider in ROI for clients based on quality conversions and audience reception.

• A Q4 2018 report showed that Google’s had a CTR of 0.41%, making it a forerunner among other competitors like Bing.
• Google has a consistent CTR for clients as it provides more tools for advertisers to create more comprehensive headlines and descriptions.
• In Q1 2019, Google’s CTR for ads remained at a consistent rate of 1.52%, maintaining the industry standard for clients potential conversion rates.
• Google has now implemented a Budget Planner tool, so that users can create a budget outline for CTR, through metrics, average spend and conversions.
• Google is also allowing users to get a better conversion rate from their spending on CPM which will work hand in hand with the CTR.

• Google offers a variety of features for users to maintain an online presence through marketing and social engagement.
• These features include Google My Business and Google Posts, which allows users to provide news and announcements to keep customers up-to-date.
• Google Posts allows users to boost traffic to their business and increase engagement among certain demographics and consumer segments.
• Based on recent surveys, 45% of marketers stated that their audience engaged more with ads on Google than with Google’s competitor Facebook.
• The survey also revealed that Google provides a greater buyer intent rate and uses targeted keywords for a specific demographic unique to the clients business.

• Google now has millions of users, particularly advertisers, who use their advertising networks to generate sales and leads.
• By 2020, it is estimated that 36 cents of each dollar, will be expended on Google Advertising.
• Even Google’s YouTube is joining the market space by providing a measurement of purchases done offline from advertisements on its own platform.
• This will provide advertisers with a comparison between sales made offline with online ads.
• The campaign measurements will be precise as Google itself will be analyzing the data for accuracy to ensure that advertisers are supplied with an analysis on their advertising campaigns.

RESEARCH STRATEGY