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5 Alternatives to Pay Per Click Advertising Your Brand Should Consider

5 Alternatives to Pay Per Click Advertising Your Brand Should Consider

The foundation of Internet advertising is the banner ad, with the pay-per-click model following closely behind. Google was the first company to make PPC (pay per click) huge, and it works out pretty well for both the advertiser and for the company charging them for the clicks. It’s a win-win for sure, but sometimes you have products or services that don’t seem to work with PPC advertising or you just aren’t getting the response that you used to. What you need is a fresh new approach and that’s why you should consider one or more of these five alternatives to PPC.

We discussed the lay of the land and several alternatives to the PPC with five industry experts to find out what they recommended. Read on to see some of their valuable insights.

1. YouTube Pre-Roll Ads

YouTube has been doing better and better when it comes to their advertising policies and now, with new rules in place for the pre-roll ads, advertisers aren’t going to have to pay for advertising that doesn’t net them any actual results, like the five seconds of an ad that plays before the viewer hits the “Skip” button.

Aaron Hocket, Partner & Sales Team Leader at AltaVista Strategic Partners was the first expert we conversed with. He believes that YouTube’s “True View” will benefit them even more now that advertisers only pay for completed views, and actively encourages their clients in the construction industry to use YouTube instead of PPC.

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He goes on to illustrate how YouTube ads can work as a better alternative to PPC for some a number of specific services, while offering value at the same time:

“One example of how we are using YouTube as an alternative to PPC: Working with a plumber, we will create branded “how to” videos related around multiple residential services such as fixing a leaky pipe under the kitchen sink or unclogging a bathtub drain.” He explains. “Using an exact match keyword strategy within targeted zip codes, we will run the appropriate ads correlating to the search query. A user searches “How to unclog a bathtub drain” and clicks on the first video where we run an ad that starts “The first step to unclogging a bathtub drain.” and are able to capture and 4 minute video completions as we are fulfilling the user’s needs. We end the ad with a powerful call to action.”

2. Email Marketing

Email marketing is a great form of advertising that has quite a few different benefits. Email marketing is definitely more personal than some of these other alternatives and it makes the person think that you are talking directly to them, even if they know deep down that they are one of many. Brad Owen of Never Bounce says that you should be using it as something extra, not as a sole way to advertise.

“If you’re not using a direct form of communication in conjunction with your PPC campaigns, you’re leaving big money on the table.”

“While PPC boosts your traffic needle, unfortunately it does very little for your overall conversions; that’s all up to you and your on-site marketing strategy.”

Brad adds that the average user will require six touches prior to completing an action. Although PPC can bring users to your site, that’s only one “touch.” Email marketing then can account for many more “touches” at once with a great autoresponder sequence.

“Organically growing and nurturing your customer email list is the core to continuous engagement with your customers.”

3. Influencer Marketing

Advertising with an influencer isn’t anything new. In fact, companies have been relying on influencers for hundreds of years, but these days, there are some very specific people who are having an impact on what consumers buy and anyone who wants to get their message heard should be focusing on them.

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“We all know that social trust is key in the future of marketing,” says Noah Everton, a growth strategist at ShoutOurBiz. ”But for a brand to truly succeed and get a head, they should be looking to influencers within their niche. When I consult marketing teams, I always tell them ‘your competition is already reaching out to influencers, how do you plan to stay ahead of their game?’ And usually I’m met with a blank stare.”

Companies like ShoutOurBiz and FameBit help companies stay head of the competition because they are the meeting place between influencers and the brands that want their vote of confidence.

4. Content Marketing

One of the biggest trends when it comes to Internet marketing is the rise of content marketing. At first, only a few were seeing value in this activity, but now even the smallest businesses know that content marketing is necessary and effective.

Christopher Martin, Digital Marketing Manager at Flex MR, believes that PPC advertising is currently suffering through an “image problem.”

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“Ad fraud and blocking have been hot topics amongst online marketing specialists throughout 2015.” He points out. “To make sure you aren’t wasting your 2016 marketing budget, consider investing in an effective content marketing plan instead.”

5. Reputation Marketing

Finally, reputation marketing is absolutely vital and cannot be ignored by any business large or small. In the old days, if you had a few dissatisfied customers odds were they wouldn’t influence any of your other customers. Now, those naysayers might end up costing you tens of thousands of dollars or more because they have a pulpit to preach from. Lauren Edvalson is the CEO of Edvalson Marketing and says that the best online partner for your PPC campaigns is reputation marketing.

There are tons of reputation marketing companies popping up. Organic search results are not showing websites, they are listing companies with five star reviews on review sites like Yelp or Angie’s List. It’s so important to put a strategy and budget to creating customer advocacy programs. Each person who works for your company then becomes aligned with your marketing efforts by asking customers to provide feedback about their experience. Taking it a step further, if you are a sales driven business, incorporating great customer service into the way you measure employee performance will keep your sales people honest and protect your reputation.

Featured photo credit: Josh MacDonald via joshmacdonald.net

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Last Updated on September 20, 2018

How to Be Happy at Work and Find Fulfillment in Your Career

How to Be Happy at Work and Find Fulfillment in Your Career

If you’re going to spend 1/3 of our life at work, you should enjoy it, right?

Trust me, I know that’s easier said than done. Difficult coworkers, less-than-desirable tasks, or even just being in the wrong position can all lead to a lack of enjoyment and fulfillment in your work.

But what if I told you it doesn’t have to be this way? Or better yet, if you struggle with all of the above (and then some), what if I told you that enjoying your work and finding fulfillment regardless of those obstacles is possible?

Don’t believe me? I don’t blame you because I was there too. Before implementing the tips below, I struggled to get through each day, much less find real fulfillment, in the office. Now, even after the toughest days on the job, I still come away with feelings of pride, accomplishment, and fulfillment. The best news is, so can you.

If you’re ready to make those hours count and find happiness and fulfillment in the office, then read on to find out how to be happy at work and find fulfillment in your career:

1. Discover the root(s) of the problem

For this first step, we’ll need to think back to 8th-grade physics (humor me). We all know Newton’s 3rd law, “for every action, there is an equal and opposite reaction.” When you think about it, the same can be said outside of physics, and we see this law play out in our daily lives, day after day.

Simply put, all the issues we deal with in the office (and life in general) affect us in a noticeable way.

If you’re appreciated at work, like the work you do and receive frequent praise, promotions, or raises, then this will probably have an altogether positive effect on your life in the office.

But what if we reverse this? What if you feel under appreciated, get passed up for promotions, or get denied raises? This is sure to affect the way you feel at work on a negative level.

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So, before you can implement the steps of feeling happy and fulfilled at work, we first have to discover the reasons why you don’t feel that way already.

Think about it, write a list, or make a mental note. Run through all the reasons you’re dissatisfied in the office, and don’t hold back. Knowing the exact obstacles you’re facing will make overcoming them that much easier.

In fact, as a side-challenge to this article, I recommend picking the top three reasons contributing to your dissatisfaction at work and using the following tips to tackle them.

2. Practice gratitude for an instant uplift

Did you know the simple act of feeling grateful can increase your happiness and make you more fulfilled at work?[1]

Well, it’s true, and it’s scientifically proven.

Dr. Lisa Firestone notes that practicing gratitude “reminds us of what we lacked in the past.” Meaning, it serves as both a boost to happiness and a bit of a wake-up call that things have been or could be, much worse.

Trying to conjure up feelings of gratitude can seem almost impossible when your work situation seems bleak, but hear me out: There are incredibly easy ways to get started and it doesn’t involve trying to “force” yourself to feel grateful about things that stress you out.

For an instant pick-me-up, try this:

Find a loose piece of paper, a blank sticky note, or anything you can write on, be it physical or digital. List just three things that you are absolutely without-a-doubt thankful for in your life.

Now here’s the trick: Don’t just list what you’re grateful for, you have to list why you’re grateful for them, too.

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For example, simply saying “I’m grateful for my kids” will probably make you feel good, sure, but what if we could amplify the warm, fuzzy feeling into real, lasting motivation?

Instead, write the reason you’re so thankful for your children. Is it because they make you laugh and forget about other stressors? Or maybe they help to remind you of why you go to work every day in the first place?

Whatever your reasons may be, jot them down and keep your list somewhere you can see it while you work. A quick glance at your gratitude list throughout the day can provide powerful, positive motivation to keep going.

Bonus:

If you can find just three things to be thankful for that specifically relate to your job, and list why those things make you grateful, your list can also help you find fulfillment in your work itself which can give you an even bigger boost of positivity throughout the day.

3. Take meaningful time for yourself

We all know creating a strong work-life balance can be crucial to feeling satisfied in our jobs, but rarely do we ever address how we’re spending our time outside of work.

Many of us survive a 9-hour work day and commute home only to find ourselves busy with our personal to-do lists, running a household, and taking care of a child (or 2 or 3, and so on).

If you spend all your time working, whether in the office or within your household, you’re going to feel drained at some point. This is why setting meaningful time for yourself every day is highly important.

Look, I get it: I don’t know anyone in the working world who can shun all responsibility for a 3-movie marathon or happy hour with friends whenever they feel like it. But finding time for yourself, be it just 30 minutes to an hour, can really make a difference in how you feel at work.

This works because you’ll have time to actually relax and let the day’s stress melt away while you enjoy something just for you. The to-do lists and stressors will still be there after you’re refreshed and ready to tackle them.

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No time for me-time? Try this:

If you have a busy household, you’ll need to capitalize on a block of time you know will be completely uninterrupted. The easiest way to do this: try waking up 30 minutes to an hour earlier than usual (or push bedtime back an hour if you’re a night owl, like me) and take time to do something you enjoy.

This could be reading with a cup of tea, catching up on Facebook, spending time on a passion project—anything! As long as it’s meaningful to you, it works!

Bonus:

Starting your day with meaningful time for yourself can set you up to have a positive mood that lasts well into office hours, and having your me-time in the evening can give you something positive to look forward to during the day.

4. Get productive and feel accomplished

Don’t you just love the feeling of checking the last item off of a hefty to-do list? That’s because self-motivation can be a huge driver of positivity and success.

When we accomplish something, no matter how small, it makes us feel good, plain and simple. Applying this tactic to your daily work can be the motivator you need to find fulfillment during the daily office grind.

While there are tons of steps to get more done at work, I’ll share my personal favorite: Prioritizing.

Now, many people handle prioritizing differently. Some like to tackle the little tasks first so they can spend focused time on the big to-dos. Others like to knock out the big items first and get to the smaller ones when they can.

No matter which camp you’re in, you may be missing one crucial step: Time management.

So how’s this work? When you factor in the amount of time your priorities will take, it can transform your productivity ten-fold.

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Say you have three top priorities for the day. You might jump into the smaller ones or the bigger ones depending on your preferred method, and then find yourself out of time and bringing work home with you at the end of the day.

This is prevented when you factor in time. Knowing how long each item will take, or deliberately setting specific blocks of time for your priorities can help you accomplish more in the same 8-9 (or 12) hours that you typically spend at work.

Try this:

Take a look at your priorities and consider how long they should take. Pop into your Google calendar (or Filofax, whatever works for you) and schedule time to work on your priority items around any important meetings or events of the day.

The most important thing to remember is to stick to your dedicated time.

Often, when we know exactly how long we have to work on something (and honor this time limit), we’re motivated to get more done on time to avoid taking work home at the end of the day.

The bottom line

There’s no need to waste 1/3 of our lives feeling unsatisfied at work. Luckily, you now have the tools to get started, take back your time, and become happy and fulfilled at work again.

The only question is — which tip will you try first?

Featured photo credit: Ellyot via unsplash.com

Reference

[1]Psychology Today: The Healing Power of Gratitude

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