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  • The Complete Guide to Cannabis Content Marketing

    Jun 9, 2022 As medicinal and recreational cannabis availability expands across the United States, many agencies are experiencing a sharp increase in business development opportunities to serve clients in this skyrocketing industry. However, because it is not yet federally legal, cannabis businesses face heavy advertising restrictions on most digital platforms. For many clients looking to compete online for traffic and conversions, organic channels can prove a promising avenue. >>> Read More: The Most Complete Guide to Marketing in the Cannabis Industry <<< All digital marketing campaigns lead back to your client’s website. This is the sole property that they can exercise complete control over. For a cannabis business, their site is where they have the opportunity to leverage excellent content to educate new customers, build authority and credibility, and inspire conversions. If you’re seeking guidance on launching a content marketing campaign for your client in the cannabis industry, we have you covered. In this guide, we will provide you with everything you need to know to start populating their website with high-quality copy that generates key performance actions across each page. It All Begins with Taking Inventory Before you can develop and implement a content marketing strategy for your client, you have to understand the resources available to you. This will help influence your content calendar as well as the types of content pieces you will create to speak to audiences across each phase of the buyer’s journey. Depending on the size, scope, and variety of your client’s product inventory, take between 20 minutes and an hour to review every product and product category they offer. This will aid you in selecting the right topics, keywords, and cadence for the content you produce. Develop a Cadence Around the Buyer’s Journey Developing a proper cadence for your content marketing strategy will ensure that each phase of the buyer’s journey receives its due diligence. For example, if you spend too much time on decision-stage content, you will miss out on drawing more interest from awareness-stage visitors that may swiftly move further down the funnel. Strive to develop a content calendar that considers awareness, consideration, and decision-stage audiences equally. While awareness-stage content may not always drive a sale, it can be used to build authority, spark interest in new visitors, and can be most easily used to generate quality backlink opportunities for your client’s website. How do you break down content by the three stages of the buyer’s journey with respect to cannabis? Here are a few tips: Awareness-Stage Cannabis Content Awareness-stage cannabis content focuses heavily on answering basic questions about products your client offers or drawing in interest through adjacent topics. For example, someone familiar with CBD may want to know how it differs from THC. Though your client may not sell CBD, this is their opportunity to capture traffic from that user and educate them on THC. Some examples of awareness-stage content topics could include: What is the Sour Diesel Strain? Dispelling Common Myths About Smoking Cannabis Similarities and Differences Between CBD and THC What Are the Medicinal Benefits of Cannabis? At a high level, these topics provide basic educational information for someone who may not know much about the cannabis industry. These topics can fill a range of introductory knowledge gaps and help inspire interest to move to the next stage. Consideration-Stage Cannabis Content Consideration-stage content involves motivating the reader to take the next stage toward making a purchase decision or completing another desired conversion on your client’s website. These sorts of content topics dive deeper beneath the surface under the assumption that the audience has more understanding of basic information pertaining to the cannabis industry. Example topics of consideration-stage content could include: Best Times of Day for Sativa and Indica Strains 10 Best Cannabis Strains for First-Time Consumers (Strain X) vs. (Strain Y) – Which is Right for You? Our Top-10 Glass Pipes of 2022 How Hybrid Strains are Made and Why You Might Love Them Here, someone has already decided they are likely to or will soon purchase the types of products that your client offers. The audience member may need help deciding whether your client is the right retailer for them or which products best align with their preferences. Decision-Stage Content Once we’ve arrived at the decision stage, the reader is either someone ready to complete a transaction or may be a repeat customer looking to re-purchase their favorite products or try something new. These topics will focus less on high-level awareness and introductory education. Instead, they will place emphasis on more niche and detailed topics that assume the person reading has purchased cannabis before or is fully committed to do so. Some examples of decision-stage topics might be: Why You Need to Try (Strain X) This Year In-Depth Reviews of New Strains or Accessories Content Promoting Upcoming Sales at Your Client’s Dispensary 5 Tips for Thoroughly Cleaning Glass Pipes How to Decarb Your Favorite Flower for Cooking Topics like how to clean a glass pipe or how to decarb cannabis flower for culinary recipes assume that a person has already purchased products within the industry. Reviews and features of certain strains also are written under the assumption that the reader is an active consumer of cannabis and may want to try something new that your client offers. Lastly, a post that promotes an upcoming sale on your website can also draw interest from local customers that want to save money on purchasing products from your client. These types of posts may not lead to online conversions, but they can help increase foot traffic on the date of the sale. Considerations for Cannabis Content Marketing Because cannabis has not been legalized at the federal level, there are some limitations to where content can be shared. For example, social media platforms may restrict what types of links can be posted to your client’s profile. Google may also penalize your client’s account for attempting to use pages promoting the sale of cannabis as part of a paid search campaign. Beyond hosting the content on your website, an email list can also prove a powerful tool for generating interest in your client’s content. Build your contact list by placing a digital signup form on their website. You can also create a QR code for them to display at their dispensary to generate more signups from in-store visits. For organic cannabis content strategies to maximize their opportunity, applying time-tested search engine optimization principles is also necessary. Having a technically healthy website that is poised to generate backlinks from other authoritative websites in the industry will increase search engine algorithms’ perceptions of your client’s website and lead to higher rankings on the SERPs. Lastly, integrating the proper keywords into your content is essential to maximize its organic potential. Using low-difficulty, high-volume keywords that match your ideal customer’s search intent can draw plenty of qualified traffic to your client’s site. Be sure to include the keyword in the title, metadata, and used where appropriate throughout the paragraph text on your website pages and blog posts. Develop Quality Cannabis Content with a White Label Partnership Considering the limitations that many cannabis businesses have to navigate in their digital marketing strategies, partnering with another team of digital marketing experts can help ensure that your client is generating the most desirable results possible for their campaigns. At Conduit Digital, we partner with successful agencies in North America to drive elite performance for your clients. One of the ways we equip your cannabis marketing agency to pursue better opportunities is by outfitting your team with a full product suite that includes custom audit-based SEO content deliverables. To learn more about how you can leverage a white label SEO partnership to maximize the health of your client’s website and outfit it with keyword-driven content, schedule a 20 minute call with us today.

  • How Consistent Marketing Deliverables Scales Your Agency

    May 23, 2022 Beyond performance and communication, digital marketing is a deliverables-driven industry. Your client invests all or some of their marketing budget in your team’s services and they expect something tangible in return. However, without a strategy in place for producing deliverables on a consistent basis, these tangible assets can fall to the wayside in the midst of any marketing campaign. This can impact your ability to scale and show your client the incredible work that you have done for them. Instead of an ad-hoc deliverable process, committing to a production schedule will ensure that your agency is able to regularly provide your clients with something concrete that proves your performance. In this guide, we are going to cover exactly how you can do this. How Consistent Deliverables Benefit Your Agency While each digital marketing agency will have its own pulse, there are a few universal benefits of consistent deliverables for any business in the industry. These include: Managed Expectations With a strong deliverable infrastructure, both your team and client know what to expect and when to expect it. This helps create more transparent internal and external communication and provides an objective foundation for the client’s campaign. Better Revenue Management When priced accurately, consistent deliverables can impact your agency’s revenue in multiple ways, such as: You’ll know how much time is spent on them (labor costs) You’ll know how much a client is paying for each deliverable each month You’ll know how many deliverables are sent to clients each month (total revenue) You’ll know how to better price your services at the start of a new campaign Providing a client with tangible deliverables on a month-in, month-out basis will allow you to better forecast your agency’s revenue on both a line item level and a holistic level. This will also equip you with greater financial insight to make more informed decisions for your agency as a business. A More Efficient Work Environment When you tie your agency’s deliverables to a recurring schedule, your team knows exactly what is expected of them for client work each month. They can better plan for months and weeks in advance and prioritize the most important services for your client with greater clarity. A full view of deliverable expectations also opens up more transparent communication. If you need to address certain roadblocks in your processes that impact performance, you can identify these issues, discuss them, and correct them in collaboration with your team. Manage Capacity More Effectively Lastly, but certainly not least important, a transparent view of your expected deliverables can help visualize your internal capacity. Is your team at their maximum? Is it time to hire someone new or find a partner to help you manage overflow? Common Types of Digital Marketing Deliverables Have you ever itemized the individual types of deliverables that you offer to your clients? Here are some general and product or service-specific examples that you might fulfill on a regular basis: SEO or organic social content audits Paid media campaign reports Creative assets (graphics, videos, etc.) Content marketing assets Strategy blueprints Price quotes for new campaigns Monthly performance recaps There are certainly many more possible deliverables than the ones listed above that your agency could produce for your clients. However, these are some of the most commonly used in the industry and are relatively seamless to implement into a consistent strategy. 4: Tips for Creating a Scalable Deliverables System for Your Agency 1: Create a Standardized Universal List of Deliverables What are the core deliverables that you offer a client when they onboard with your agency? This can be decided on a holistic or product-specific level. For example, you may include a monthly report that offers an overview of each of their individual campaigns’ performance metrics. At the product level, you may have more specific deliverables that pertain directly to that service. Many search engine optimization (SEO) campaigns often include some form of content marketing deliverables like blog posts or on-page content optimizations. You may also benefit from creating a tiered system so that you can standardize your deliverables more efficiently. For instance, you can offer SEO blog posts to your client by approximate word count and price them uniquely based on the scope. 2: Tie These Deliverables to Time Spent As the ancient sages of business wisdom have said for eternity, time is money. Spending too much time on creating a deliverable can cut against your profits and affect your agency’s scalability. When creating new deliverables, time tracking is essential. A 750-word article should take less time to produce than one that exceeds 1000. As you produce deliverables for your agency’s clients, make sure your team is tracking the time spent on creating them so that you can gauge the average turnaround for each. This does not mean that you have to be the chief of the time police as an agency leader. As an inescapable factor of agency life, you will encounter some outlier deliverables that take longer to complete than others for one reason or another. One client may be more detail-oriented and desire more granular information in their report than another. If you notice that this becomes a consistent obstacle for your team, initiate the conversation to see how you can help them reduce the excess time needed to complete their deliverable. 3: Create a Reasonable Calendar for Turnarounds Deadlines drive consistency. When deliverables are expected on a recurring basis by a certain date, your team has the necessary advance notice so that they can start working. However, a deadline calendar should never be decided in a silo. Meet with your team and ask them how many days they need on average to produce specific deliverables for your clients. They may need five business days to develop a blog post and ten to finish a paid social campaign report. You can also set objective calendar dates for specific deliverables. For example, you could create a policy that all reports from the previous month are due to the clients by the 15th of the current month. This creates universal expectations that become easier to track agency-wide from the managers to the analysts. A deliverables calendar does not have to remain set in stone. As you implement one at your agency, monitor how it impacts your team’s performance for better or worse. If you need to improve in some key areas, have open conversations with your team and ask them where they are encountering friction and how you can collaborate to make it more effective. 4: Join Forces with a White Label Partner As your agency scales and volume increases, you do not have to shoulder the burden of the added pressure alone. Instead, combine your efforts with a trusted white label digital marketing partner that can assist you in stabilizing your capacity, managing your expenses, and assisting you in consistent deliverable production. You can leave your client’s campaigns in the trusted hands of certified experts in their product areas so that you can continue focusing more on your business’s core competencies without deliverables falling to the wayside. Unlike a highly transactional and unpredictable white label platform or vendor, a partner is fully invested in your agency as a true extension of your in-house team. With a full suite of products, agile communication, and comprehensive reporting, partnership positions your agency to scale as new and better opportunities present themselves. Start Your Journey Toward Partnership Today Conduit Digital partners with successful agencies to elevate your ability to scale profitably by outfitting your team with the necessary communication and performance infrastructure to confidently say “yes” to any incredible new opportunity that presents itself. Working with us, your agency will experience the following: 100% U.S.-produced campaign deliverables Access to certified in-house product experts 24/7 live reports Monthly recaps for client campaigns Personalized SEO and Social Content audits Campaign launch blueprints Client-specific monthly deliverables Margin-friendly rate cards Though we’re immensely proud of our work, we understand if your agency wants to keep its branding consistent. That’s why all of our deliverables can also be custom-branded under your agency or client. Are you ready for partnership? To learn more about scaling your digital marketing deliverable capabilities higher than previously possible, schedule a call today.

  • White Label Products: A Complete Guide for 2024 and Beyond!

    Updated 12/6/2023 White Label Digital Marketing Products Can Supercharge Your Agency’s Ability to Scale In our previous post, we covered how white label digital marketing can play an instrumental role in scaling your agency. Today, we are going to shift gears and focus on specific white label products that you should know about for 2023 and beyond. Here are some of the key topics we’ll be covering: What is a white label product? Why add white label digital marketing products to your agency? Can you white label services that you already provide to your clients? White-hot white label products you should know about Digital marketing products that never go out of style How to start a white label reseller program at your agency What is a White Label Digital Product? The definition for “white label product” varies by industry. For example, a cosmetic company can purchase formulas from a manufacturer and place their own label on them. In the context of digital marketing, white labeling refers to purchasing another agency’s services (or products), marking them up, and reselling them to your client under your own brand. Providers can range from platform-driven software solutions to limited-scope vendors or a complete team of partners. Why Add White Label Digital Marketing Products to Your Agency? The digital marketing ecosystem can experience seismic shifts in a short span of time. As platforms innovate and discover new ways to deliver a better user experience, marketers need to quickly adapt alongside. In our hundreds of conversations with agency leaders each year, some popular reasons for adding white label products that we’ve heard include: You want to offer a more complete suite of services for your clients You want to drive elite performance for your accounts Your account base has grown beyond your internal capacity You want to scale with a predictable cost structure You have landed an incredible opportunity that you just can’t pass up Simply put, white label products give you the ability to say “yes” to quality opportunities. You can prepare for any new business development with the confidence that you have the support system behind you to chase even the largest and most demanding accounts. Interested in Learning More About White Label Products for Your Agency? Can You “White Label” Services You Already Provide In-House? Absolutely! Your agency can augment your in-house team’s capabilities with another team that specializes in the exact same core competencies. For example, if your agency specializes in SEO and your team is working over-capacity, you can launch an SEO-focused partnership to help manage the high volume of analyst work and deliverables more efficiently. White-Hot White Label Products You Should Know About While digital marketing won’t be going out of style anytime soon, trends do often emerge that are worth noting. As your client’s go-to digital expert, familiarizing yourself with these trends can provide immense value and give your agency the ability to land new accounts and expand existing ones. When your client asks about these popular services (and there’s a good chance that they will), positioning yourself ahead of the curve will enhance your credibility and authority. Here are some of the most white-hot digital marketing products you should be paying attention to: TikTok Advertising TikTok has emerged as one of the most popular paid social media advertising channels to date. In fact, it is the one we are most asked about when talking with agency leaders. Its short-form videos are driving unparalleled engagement among 1 billion global users monthly. Developing a high-performing TikTok campaign requires a combination of killer creatives and advanced targeting knowledge. This ensures that your client’s ads are served to the most qualified audience members to support the most desired key performance actions. OTT Advertising OTT advertising, also known as connected TV, is primed to continue exploding in 2022. As audience experiences become more personalized and viewers grow more accustomed to streaming on-demand content in the comfort of their homes, these platforms are cementing themselves as both the perfect extension and true rival to traditional cable programming. OTT campaigns target audiences on the biggest screen in the house during points where they are highly engaged. With a white label partner, you can leverage their expertise to target viewers on multiple levels, such as geographic region, platform-specific audiences, demographic characteristics, time of day, and much more. Social Content Saying that the iOS 14.5.1 update fundamentally transformed digital marketing forever would be an understatement. Though we first mentioned it nearly a year ago, it remains one of the most-discussed paradigm shifts for marketers. The update allowed iPhone users to opt out of cross-platform tracking. This both placed an emphasis on first-party platform data and stressed the value of combining paid and organic channels to deliver performance for your client’s campaigns. Social content is the perfect pairing for your client’s paid social campaigns. Engaging, organic posts keep your client’s brand at the top of mind and can continue to foster strong relationships with existing customers. Spotify Advertising Spotify advertising is a smart choice for agencies because it connects clients with a large and diverse audience. The ads, whether they're streaming or in podcasts, are part of the listening experience, so they feel less intrusive. This means listeners are more likely to pay attention. Ad targeting on Spotify works by using a combination of user data and behavior patterns to deliver relevant ads to specific audiences. Spotify collects information about its users' listening habits, like the genres they prefer, playlists they listen to, and podcasts they subscribe to. This data, along with demographic information like age, gender, and location, enables advertisers to target their ads more precisely. Digital Marketing Products That Never Go Out of Style Like a well-tailored suit, there is a broad range of white label digital marketing products that continue to remain relevant, withstanding time and trends. These include, but are by no means limited to: Paid Social (Other than TikTok) Though TikTok is the sharp-dressed new kid on the social block, many other platforms still retain plenty of relevance for paid social campaigns. Channels like Meta (Facebook and Instagram), LinkedIn, and Twitter continue to boast hundreds of millions of regular users. Unlike TikTok, these platforms allow for a greater content variety than just video as campaign drivers. For example, Instagram allows advertisers to run static images, videos, and shopping campaigns all from a single source. Paid Search (PPC) Google remains the go-to search engine for most internet users. The platform’s sophisticated algorithm delivers quality results in a manner of seconds. With an optimized budget and intelligent keyword strategy in place, you can position your client’s business in front of audiences that are looking for solutions. Apply some clever copywriting and attention to detail, and their unique value will cut through the digital noise to inspire further action. Search Engine Optimization (SEO) Unlike paid channels, white label SEO emphasizes generating high-quality organic traffic content to your client’s website without an active ad expenditure. Leveraging a combination of strategic content, prime-opportunity keywords, and technical optimizations, the site becomes the central hub for all organic searches on Google. Quality organic content on your client’s website helps build brand authority and reliability. In fact, more clicks and eCommerce traffic are generated from organic listings than paid. Programmatic Display Advertising Display advertising blends eye-catching creatives with tried-and-true targeting strategies across a variety of programmatic channels. Unlike text-based ads, display campaigns can add further context through imagery to showcase the unique value of your client’s products and/or services to the most-desired audiences. YouTube Advertising YouTube is not only the leading video content titan on the internet, but it is also a massive search engine itself. When people are searching for information in video format, they are most likely on the platform. If you hear someone say “I fixed my dryer after watching a video online,” they probably discovered that tutorial on YouTube. YouTube offers multiple ad formats, with video being the most prominent creative option. Because so many users are visiting the platform for information, this positions your client to be a true solution for their needs with the aid of a well-crafted campaign. How to Start Your Own White Label Reseller Program at Your Agency Find the Right Partner The first step to launching your own reseller program is to identify the right white label partner for your agency. Look for features and offerings, such as: Early adopters of emerging platforms In-house teams of certified analysts No offshoring or outsourcing your client’s campaigns A holistic product suite that continues evolving Performance-proving reporting practices Sales support resources for effective reselling Proactive and unified communication When you identify the right white label partner for your business, you can then start aligning with their team to implement new campaigns. The partner should also have airtight onboarding and campaign launch processes to start driving performance as soon as possible. Add Your Partner’s Products to Your Offering Include your partner’s products in your agency’s digital offering. Because you are white labeling these services, you can brand them under your own business without ever having to disclose your partnership. This helps to position your agency with a complete suite of solutions for your clients. Use Your Partner’s Resources to Resell with Confidence When launching your white label product reseller program, your partner will provide you with sales support materials, such as: Product-specific playbooks A detailed rate card for wholesale pricing Case studies to prove past performance A partner portal to effectively manage your new partnership Use these resources to equip your sales team with the knowledge and authority they need to sell with greater confidence. This will allow you to provide effective answers to any questions that your client may have when discussing new campaign opportunities for their business. Press “Play” and Let Your Partner Get to Work! Once you’ve landed on a new campaign strategy for your client, submit an insertion order to your partner and let their team handle the rest! Their established processes will ensure that the campaign is built in compliance with industry best practices so that you can spend more time focusing on sales and the core operations that you love most about running your agency. Add Elite White Label Products to Your Agency Today At Conduit, we serve as the elite white label digital marketing partner for successful agencies around the globe. With a completely US-based team of expert analysts, proven processes, and 24/7 live reporting, we equip your agency with the means to confidently scale. If you are looking to add white label products to your current offering, visit our Agency Partnership page for more information or schedule a 20-minute call to tell us more about your business.

  • The Ultimate Guide to White Label Digital Marketing

    Mar 3, 2022 Scale Your Agency with a Digital Ad Operations Partnership As our friend Marcus Murphy says: “Agencies are the backbone of the backbone of the economy.” Without expert marketers connecting their clients’ products and services to the right audiences, many businesses would not experience the success they have achieved over their lifespan. High-performing agencies are in demand more than ever. While this is undoubtedly exciting, it does raise an important question: Is your agency equipped with the means to scale alongside these new opportunities? To scale predictably and profitably in a 2020s economy, many agencies are turning to a variety of external solutions to fill any perceived gaps in performance. However, few are as involved in your success as a white label digital performance partner. Whether you are new to white label digital marketing, have been researching the topic for some time, or are an agency leader in-the-know, this guide will provide you with a complete overview. We’re going to cover: What is white label digital marketing and why does your agency need it? The three types of white label solutions What you get from a white label partnership A quickstart guide for a high-performance partnership What to look for in the right white label partner What is White Label Digital Marketing and Why Does Your Agency Need It? “White label” refers to a business arrangement where Company A purchases products and or/services from Company B at a wholesale rate, marks up the price, and then resells it under Company A’s own brand. In the context of digital marketing, one agency would purchase a solution like SEO or Paid Social from a partner and resell it at a profitable rate to their clients. During our hundreds of conversations with agency leaders each year, we’ve noticed quite a few common reasons behind why they’re seeking a white label partner. Do any of these scenarios speak to your agency’s needs? You’re landing more clients than you can keep up with. You’re looking to extend your in-house offering and still haven’t found the right solution. You’ve landed a can’t-miss client and need to deliver elite performance quickly. You’re looking to stabilize your internal capacity and costs. You need to hire new team members but are struggling to find the right ones. You’d rather lean on someone else’s digital expertise than take a crash course on new products and platforms. You’ve tried other white label solutions but have yet to find the right partner. These are just some of the situations that many agency leaders find themselves in before seeking a solution like white labeling. That being said, each agency is unique unto itself and there really is no “right” or “wrong” reason to seek help if you are looking to drive true scale. Three Types of White Label Digital Marketing Solutions As you research white label solutions, you will likely encounter a variety of providers that seem to offer a similar service at a glance. When you dig in deeper, however, you’ll see that they tend to fall into one of these three categories: Platform A typical white label platform relies heavily on a suite of software solutions to help you automate certain aspects of a digital marketing campaign. While this can ease your operational burdens, they often require an existing level of product knowledge to use in an efficient manner. Because platforms leverage more software than a vendor or partner, this can also result in some other potential drawbacks for your agency. With a platform, you will likely experience limited communication with the provider and customizability might be restricted, for example. Vendor Vendors are white label providers that produce a deliverable for your agency for a fee. Their obligations end once the I’s are dotted and the T’s are crossed on their service agreement. These white label providers often specialize in one or a small handful of competencies, such as copywriting or graphic design. While they can deliver these services at a high level, they usually lack a complete product suite. With vendors, it can also become difficult to gauge the quality of a deliverable. If you are not satisfied with the work you receive from a vendor, but they have fulfilled their contractual obligations, options may be limited. Partner White label partners are fully invested in the account relationship with your agency, acting as a true extension of your in-house team. With a partner, you gain access to a team of other skilled marketers that: Treats your clients as their own Offers a holistic suite of products and services Provides sales support materials to help you resell effectively Does not offshore or outsource your client’s work Essentially, combining efforts with a partner is like hiring an entire team of expert analysts to manage your client’s campaigns directly. This allows for more unified communication, elevated performance, and a higher-quality outcome for your accounts. What You Get from a White Label Partnership A Holistic Suite of Services Have you wanted to expand your agency’s scope of services but have not found the right way to do so? With a white label partner, you can instantly integrate any of their products into your offering and brand them as your own. For example, let’s say you have heard that OTT advertising is exploding right now. You want to add this service to your agency, but you have not found the right candidate to hire as an in-house programmatic analyst. A white label solution allows you to leverage your partner’s own team of OTT experts to manage your client’s campaigns on these desirable platforms. This ensures that your campaigns are built in line with the best creative and strategic practices from day-one to maximize the return on ad spend (ROAS) potential. An Expert Ad Operations Team to Complement Your Own Modern hiring challenges and labor shortages have created staffing obstacles for every industry. Agencies are by no means an exception. A white label partner aligns their expert ad operations team with your own. Your team receives the support that they need to deliver elite performance for your clients while reducing strain on internal bandwidth. The Ability to Scale Predictably High account volumes drive the white label partnership model. When you launch a campaign with your partner, this relationship provides you with a long-term peace of mind that you can continue to manage your capacity, expenses, and volume on a predictable basis while also expanding your client roster. Proactive and Unified Communication “I love communicating in siloes,” said no one, ever. Communication between agency and partner drives world-class performance for your client. Whether you need a sounding board for making campaign decisions or are looking for an active and equal participant in your operations, a partner can provide that responsive interaction you desire. Get More of Your Time Back A white label partner can help your agency offload capacity burdens that distract from your core competencies. You can use this extra time to focus on the services that you love fulfilling in-house as well as concentrate more on sales and growing your business. …And yes, plenty of time to finally take that vacation you’ve been meaning to take for the past two years. The Ability to Say “Yes” to Better Opportunities Let’s channel some GaryVee energy for a moment: Passing up on incredible new client opportunities flat-out sucks. No agency owner enjoys the feeling of turning down a chance to elevate their business to the next level. Feels good to admit that out loud, right? It feels even better when you can do something about it. A partner outfits your agency with the products, resources, and infrastructure to give you the confidence to say “yes” to any white-whale clients that knock on your digital door. As you continue to scale, questions like “can we handle this new massive account?” disappear. White Label Partnership: The Quickstart Guide Now that you’ve familiarized yourself with white label partnerships, let’s see how a campaign could play out in practice: Step 1: Identify Your Client’s Campaign Strategy and Goals Every successful digital marketing campaign begins with the end in mind. Working with your client, determine what they want to accomplish with their campaigns. Identify the ultimate high-level goals and then draw the strategic roadmap to reach them. For example, if your client is a fashion retailer looking to clear their recent Fall/Winter inventory in preparation for their new Spring/Summer collection, a goal could be to increase sales of the items from the previous season. As the weather warms and these products move closer to the “Sale” section of the website, you may decide to create a campaign that promotes these discounts on channels like Paid Search, Paid Social, and Programmatic Display. Identify the Audience(s) You Want to Reach Your client’s ideal audience avatars will inform all aspects of your campaign. From keyword and copywriting choices to targeting tactics, creative assets, and desired channels, you cannot build a successful digital campaign without knowing first who you are trying to connect with. Now, how do you determine these ideal avatars? Consider attributes such as: Geographic region Personal interests Personal characteristics (Age, sex, marital status, parental status, etc.) Economic characteristics (Job title, income level, educational level, etc.) Past purchase and search history Their past interactions with your client’s competitors Let’s use the fashion retailer client once again as the example here. Their sales data suggests that their largest customer segment is women between the ages of 20 and 35 that live near their physical storefront in New York City. To reach these ideal customers, you could create a campaign strategy that targets local women within this age range. You may also decide to set targeting parameters around income level if you are trying to attract individuals with larger or smaller shopping budgets. A sale promotion might attract more people who have wanted to purchase items in the past but did not complete the transaction. Additionally, depending on the platform, you could also draw a digital geo-fence around competing retailers near your client’s store. Customers that visit these locations will be served your client’s ads while they are within the boundaries of the fence. Because the client also sells their products online, you could launch an additional national campaign alongside one that is locally targeted. For example, you may launch a Google Shopping campaign with a keyword strategy focused around affordable winter coats that does not consider location-based terms. Determine KPA’s with Your Partner Key performance actions (KPAs) are used to measure a campaign’s results against your client’s goals. These touchpoints combine to write the holistic narrative of your digital efforts. They are reverse-engineered from the campaign goals that you identified during your initial strategic planning. As we stated above, our hypothetical fashion retail client’s goal is to clear out their Fall/Winter collection. Let’s say that you’ve identified “completed online checkouts” as the primary KPA to gauge campaign success. To contribute to this KPA, you’ve decided to direct Paid Search, Paid Social, and Programmatic Display ads toward a landing page promoting the sale on last season’s goods. While “completed online checkouts” is the ideal, there could be other actions the target audiences are performing that also indicate positive or negative performance in other areas, such as: Clicks to other parts of the client’s website after visiting the landing page Abandoned online shopping carts where purchases were not completed Checkouts for items not on the landing page Transactions for single items versus multiple items These additional touchpoints supply your team with valuable insights. Why are audience members interacting in these ways instead of completing a checkout? Following the data trail, you can uncover new optimization opportunities to improve the ad experience. Select the Right Products to Support the Campaigns You have your end-goal, targeting strategy, and KPAs. Now, it’s time to select the best digital products to support the work you’ve already done. For our fashion retailer’s campaign, we have already pointed to Paid Search, Programmatic Display, and Paid Social as potential channels. These most intuitively align with their need to clear their previous season’s inventory. Your agency can start with one or two channels and always add more products as campaign needs evolve. Start with the ones that provide the most direct benefit and can generate the most desirable KPA activity. Provide Your Partner with the Right Resources to Deliver High Level Performance Depending on the nature of your client’s products or services, business model, and industry, your partner may benefit from additional resources beyond what you submit in an insertion order. These could include items like product brochures, specific website pages, examples of past creative assets, and other similar points-of-reference. For example, if you are developing creatives around a specific product, send the product listing as well as any sales literature to your partner. This will help direct their own efforts for tasks like ad copywriting and keyword research. Use Your Partner’s Rate Card to Create Your Margins When you begin your white label partnership, your partner will provide you with their rate card. This document contains the prices that they charge for products and services. Use this as a reference point when creating your markups to resell these solutions to your client. Check Your Reports Frequently You have created the campaign strategy and have given your partner the green light to implement. Along the journey, the reports your partner provides will allow you to track ongoing progress and past optimizations. Performance is proven through reporting. During an active campaign, check in on your partner’s reports at least a few days each week. This transparency allows everyone to remain on the same page and make more impactful decisions in real-time in the event that any further optimizations need to be made. Stay in Touch with Your Partner Successful white label partnerships are built on two foundations: Communication and performance. Respond to messages from your partner’s ad operations team and do not hesitate to reach out to them with any questions, comments, or feedback you might have from your perspective. What to Look for in the Right Partner Evolving Product Suite A holistic product suite completes today’s digital marketing needs and evolves for the ones that will appear tomorrow. This equips your agency’s sales team with the ability to attract and land new quality accounts as well as expand opportunities with existing ones. 100% In-House Service Look for a partner that fulfills your campaign needs completely in-house instead of offshoring or outsourcing your work to another provider. Single-origin performance ensures higher-quality deliverables, more impactful communication, and timely action. Elite Performance and Reporting When entrusting your client’s campaign budget to another provider, you might be wondering: How can I be sure that my partner knows what they’re doing? This is a fair question, as you might be testing a white label solution for the first time and have not received a deliverable or report from them yet. Look for a partner that can provide you with tangible demonstrations of their capabilities and expertise. Examples could include case study libraries, high-level platform certifications, and samples of their campaign reports. Single Point of Contact Communication You started your agency to make a difference for your client’s business, not to play phone tag or juggle thousands of emails. Look for a partner that prioritizes your partnership experience as much as you do by providing you with a single point of contact to act as your key liaison for all of your white label needs. Sales Support Resources A performance-driven white label solution will equip your agency with the resources needed for you to resell their products and services effectively. Assets like product playbooks, partner portals, and a white label rate card can empower you to sell with authority and confidence that you will have the infrastructure behind you to seize new opportunities. Custom Branded Deliverables A “white label” product or service implies that your partner’s deliverables can be custom-branded to suit your agency’s business needs. Look for a partner that allows you complete creative freedom to customize your shared deliverables so that you can brand them under your agency or client. NDA Compliance Not all agencies desire to disclose their white label partnership to their clients. If you wish to remain private about your partnership, look for a solution that will faithfully honor your request for a non-disclosure agreement. Launch Your Own White Label Digital Marketing Partnership for Your Agency At Conduit Digital, we serve as the elite performance partner for successful digital agencies globally. By equipping your agency with best-in-class products, performance, reporting, and communication, we enable you to say “yes” to any can’t-miss opportunity. Are you ready to unlock your agency’s full scaling potential? Visit our Agency Partnership page for more information or schedule a 20-minute call to tell us more about your business.

  • Give Your Agency Something to Love this Valentine’s Weekend

    Feb 9, 2022 Say “Yes” to Better Opportunities with the Gift of Partnership Everyone appreciates a loving gesture during Valentine’s Day, even agencies. While your business may not blush at a heartfelt letter, smile at the sight of fresh flowers, or admire your brave attempt to battle for the last box of chocolates at the grocery store, there are plenty of other ways to show it the love it deserves. Give Your Agency the Love it Deserves In the spirit of Valentine’s Day, here are some ideas to give your agency something to love this year with the power of a white label partnership. First, What is a “White Label Partner”? As demand for agency services increases, leaders and decision-makers are seeking innovative solutions for scaling beyond their internal capacity and capabilities. White label digital marketing partnerships allow you to extend your in-house team with another team of certified experts while maintaining profitable markups and brand continuity. However, there are multiple types of white label providers. Chiefly, they are categorized as a platform, vendor, or partner. Here’s how you can tell the difference: Platform: Largely software-based, little support from the provider, requires existing expertise for specific digital marketing services Vendor: Limited scope of products and highly transactional, fee-for-service model, and difficult to gauge the quality of deliverables Partner: Fully integrated into your agency operations, ongoing communication, holistic product suite, and hands-on campaign management by certified product experts At Conduit Digital, we strive to be the elite performance partner for successful digital marketing agencies worldwide. Arming your business with a holistic product suite, single-point-of-contact communication, 100% US-based certified analysts, 24/7 live reporting, and a full library of sales support materials we enable you to say “yes” to those can’t-miss opportunities. 5 Ways to Leverage a White Label Partnership and Show Your Agency Love this Year 1. Equip it With a Holistic Product Suite A holistic product suite allows your agency to proactively identify and meet clients’ needs as they evolve. Your services are helping their businesses grow, and it should be expected that strategies will need to expand, adapt, and pivot over the duration of the account relationship. When your agency is equipped with a full range of services, this gives you the ability to confidently say “yes, we can” to opportunities to expand your accounts. It can also enable you to also quickly onboard new client campaigns at a high level from the onset. With a white label partner, you can instantly onboard new campaigns for digital products beyond your internal scope, such as SEO, Paid Social, and OTT Advertising. All deliverables and reports can be fully rebranded to your agency or client to ensure that you maintain continuity with the rest of your services. 2. Grow Your Team with Expert Analysts In our hundreds of conversations with agency leaders, one topic remains at the top of mind for many: 2022 is all-systems-go. As more businesses across the globe enlist agencies for their digital marketing expertise, this places an additional need to extend in-house teams. As labor shortages continue to impact nearly every industry, stabilizing internal capacity without reducing performance quality is critical. Unlike a vendor or platform, a high-performing partner can supplement your team with a team of their own certified analysts. Look for a partner that offers single-origin campaign management without additional offshoring or outsourcing to ensure higher-quality deliverables and performance. 3. Enhance Your Performance and Reporting You want the best for your agency, and that translates to every aspect of the business. From campaign performance to reporting, you should not feel forced to compromise the high standards you set for yourself and your team. A white label partner is designed to align with driven agencies that value and emphasize performance. From maintaining an internal team of highly qualified product experts to in-depth live reporting, you can enjoy the peace of mind that your client’s campaigns are designed inline with industry best practices while you concentrate more of your bandwidth on sales and your in-house core competencies. 4. Unify Your Campaign Communication At Conduit, we built our white label solution on two foundational pillars: communication and performance. If you’ve read the sections above this one, then you know how much we invest in delivering elite performance for your clients. Now, let’s talk about communication. Communicating in siloes and juggling hundreds of email threads with 20+ contacts Cc’d on every message does not contribute toward your mission to scale your agency. To deliver a better client experience, we house all of our communications on a single project management platform and provide your agency with a Client Experience Specialist who serves as your single point of contact for all of your digital campaigns. This enables you to receive timely, agile responses in the moment where important decisions need to be made. 5. Sell More Effectively and Retain Profitability Beyond communication and performance, a white label partner should also provide you with the sales support materials you need to land and expand new accounts across all products. At minimum, these resources should include: Product playbooks to enhance your knowledge of the new services you offer A guide to help you leverage your new agency partnership effectively A detailed rate card to allow you to create profitable markups for your agency Case studies to show a proven track record of high-level performance The onboarding infrastructure to allow you to press “play” on new campaigns as soon as possible Give Your Agency a True Partner this Year At Conduit, we believe that agencies struggle most when isolated and that community always stands a greater chance to thrive over competition. Your agency team works hard to deliver elite performance for your clients. Show them the love they deserve with a true white label partner. To learn more about how you can show your agency love this year, visit our Agency Partnership page for more information or schedule a brief 20-minute discovery call below.

  • Google Topics are In, FLoC is Out

    Feb 2, 2022 What You Need to Know About Google Topics In a blog post last year, we discussed how Google was replacing support for third-party cookies with a new first-party methodology: Federated Learning of Cohorts (FLoC). Fast forward to January 2022, and the search engine giant has replaced FLoC with the Google Topics API. Whenever a major industry platform announces a paradigm shift that can affect your client’s campaigns, it could be an understandable reaction to hit the panic button. However, when these changes happen, it’s better to get ahead of them than play catch-up weeks or months after the fact. Today, we are going to cover everything we know so far about the new Google Topics to help you prepare your agency for this new digital frontier. Prepare Your Agency to Scale with Google Topics How is Google Topics Different from FLoC? When FLoC Was introduced, it was touted as a promising alternative to third-party cookies. Instead of relying on external tracking systems, FLoC aimed to provide targeting data through lookalike audiences created by Google’s own machine learning capabilities. These lookalike audiences were compiled based on users’ similar search behaviors and grouped together (“cohorts”). Topics introduced a new paradigm shift that no longer relies on lookalike audiences as its primary tracking method. Rather, Topics prioritizes protecting the privacy of Google users while continuing to serve relevant ads. Targeting while now be based primarily on personal interests by separating personal information from personal interests without sharing specific sites you visit across the entirety of the web. With this new approach, Google categorizes your browsing history into one of its 300 initial topics for three weeks at a time (though this number is expected to grow in the future). Users will be able to edit their topics, remove certain ones, or opt-out altogether. Google will not be categorizing search behavior into topics like one’s race, gender, or any sensitive medical condition. Instead, they emphasize user interests like music, sports, and automobiles. For example, if you are visiting a participating website that features information about your favorite NBA team, Google will categorize you under the “Sports” topic. This will then influence the ads that you receive in the future while maintaining privacy over your personal data. After three weeks have passed, if you have not further consumed this type of content, you will be removed from that Topic category. How Will Topics Affect Client Campaigns? Digital marketing products like Paid Search, Search Engine Optimization (SEO), YouTube, and Display Advertising are projected to be most impacted by this new development, as they are directly within Google’s sphere of influence. However, just because these products involve heavy interaction with Google, that does not mean that agencies should hit the panic button. Topics’ Effect on Google’s Sphere of Influence In anticipation of Google Topics’ rollout, we spoke to some of our certified product analysts at Conduit to get their opinions on these changes. SEO Though Topics will primarily impact paid advertising campaigns, we can also assume that this new development will affect organic search efforts to an extent. Categories will provide Google’s algorithm with a high-level generalization of what the content on a website is about. For SEO campaigns, identifying highly relevant keywords with strong search volume and low-to-intermediate difficulty scores will remain a priority. Beyond this, these keywords should be integrated into clear, well-written, and easily understood content that can aid Google in providing better organic search results to users and ensure a more accurate topic categorization. It will be tough to predict how Topics will affect long-term SEO relevancy until the changes are implemented and the data has enough time to populate. Google often refrains from releasing specific details surrounding the changes to protect its IP, but the actual data will tell a more complete story when it has a chance to generate in real-time. Paid Search The Topics API is expected to generalize users into less-granular audiences than advertisers were previously able to target. As a result, competition will increase for broader pools of users that could vary in relevance. Additionally, depending on the path to conversion for the product or service your client is promoting, audience sizes could fluctuate due to the 3-week time frame as users enter and leave topics via search behavior. However, this shouldn’t be seen as a red alert in all cases. The new time frame may lead to the ability to target users who have intent at that moment, which could prove useful for commercially and transactionally focused campaigns. As a result, timely campaigns will become more important than ever. Strategies should continue to be refined and updated to maintain as much relevancy to the customer moment as possible. Programmatic Advertising (YouTube & Display) While Google Topics may improve on the concepts introduced with FLoC, this recent change will require some time to measure its full impact on programmatic campaigns. Predictably, remarketing efforts and third-party audience targeting in terms of reach and measurement will be affected by Topics. This change will continue to emphasize the importance of leveraging first-party platform data for advertising campaigns, as we saw with the introduction of FLoC. Like we discussed with Paid Search above, programmatic campaigns will also experience a significant emphasis on timeliness. Audience sizes will fluctuate in a similar fashion, so having a strategy in place to meet the context of the moment will be essential for maintaining relevance. Key Takeaways Strong Keyword Strategies Will Matter More than Ever for Search Since Google’s earliest days as a simple search engine, keywords have played an instrumental role in briefing algorithms on the subject matter of a page on your client’s website. Though best practices for keywords have evolved over the decades, they remain as relevant as ever. This applies to both paid and organic search campaigns. Identifying high-opportunity keywords with desirable search volume and low competition will give clients a unique edge to reach their desired users. Holistic Strategies are a Must, Not a Luxury As online privacy trends continue toward first-party data, holistic campaigns will also become an absolute requirement for driving elite performance for clients. To ensure you are reaching the right audience across the full digital marketing spectrum, a strategy that combines organic and paid media, as well as implementation across all platforms, will become essential. Relevant Content Will Continue to Remain King Connected, contextual, and strategic content will continue to play an instrumental role in your client’s strategy. From landing pages to informational pages on their website, blog posts, and digital media, messaging will supercharge the engine that drives the campaign. Build a content strategy that integrates the following elements: High-opportunity keywords Unique need-feature-benefit messaging Multiple mediums (text, video, images, etc.) Brand-faithful tone Appropriate word counts for the digital channel Ad Experience and Messaging Will Matter More than Ever With more diverse audiences resulting from Topics, creating ad experiences that speak to moe individuals will be an essential component of an elite campaign. Simply put: You’re going to be reaching more types of people more often! Leaning on traditional marketing wisdom, maintaining a focus on the customer’s need, the features of your product/service, and the benefit it provides them will continue to prove highly effective for client campaigns. Use clear, easily understandable language that will allow your client’s unique value to shine through. Update Your Campaigns Frequently to Keep them Relevant With Topics’ timely nature, campaign strategies should be updated regularly to capitalize on trends and events that are relevant to your client’s business. For example, if your client is an HVAC service provider, you may want to update your messaging every three weeks to change with their target audience’s seasonal needs or with evolving weather activity in their local area. How to Prepare Your Agency for Google Topics Communicate These Changes (Positively) to Your Clients Demonstrate your agency’s authority in the industry and reach out to your clients to offer a briefing on Google Topics. Address anticipated questions like: What does this mean for my campaign(s)? How will this affect the targeting strategy already in place? What will your agency be doing to adapt to the change? Taking a proactive and transparent approach by offering these kinds of insights to the client will help establish greater trust in the account relationship. Additionally, this will increase your credibility to the businesses that you work with and position your agency as a true expert they can rely on. Familiarize Your In-House Team with Google Topics Take the time to research Google Topics and provide these resources to your in-house team. Even if they are not hands-on with your ad operations processes, having this knowledge will increase the quality of client communication and equip everyone with the means to answer their questions effectively. Seek Out a Partner that Can Help You Navigate These Updates The number-one concern for many agencies in light of Google Topics: How will I continue to drive elite campaigns for my clients with another new targeting framework? By combining efforts with a white label digital marketing partner, you can access an entire team of certified ad operations experts with the necessary tools and expertise to provide that elite performance. Without the additional overhead of hiring and/or training an in-house team for a Google Topics world, you can onboard new campaigns with an established partner that has prepared for these new targeting parameters. This positions your client’s campaigns for optimal performance potential while allowing your agency to remain profitable and competitive in your market. Elevate Your Agency’s Performance on Google with a White Label Partnership At Conduit, we partner with successful agencies to extend their in-house team with a full suite of digital products designed for scaling profitably. Whether you are looking to manage capacity and bandwidth, offer a more competitive suite of services, or you just want to maximize performance, our ad operations team helps you achieve these goals without ever offshoring or outsourcing. To learn more about how we can align with your agency to help you say “yes” to more opportunities, visit our Agency Partnership page today or schedule a 20-minute discovery call below:

  • The Complete Guide for Creating Killer Ads on TikTok

    Jan 26, 2022 Deliver a Next-Level TikTok Ad Campaign for Your Clients At Conduit Digital, we have hundreds of conversations with agency owners each year. In recent months, TikTok advertising has become a ubiquitous topic that many agencies want to learn more about. Well, you asked and we’re here to deliver. Here’s our guide for creating killer ads on TikTok. If you are interested in launching TikTok campaigns for your client, schedule a quick 20-minute discovery call with us today: Why TikTok is a Can’t-Miss Opportunity for Agencies in 2022 TikTok is the fastest-growing social media platform in the digital ecosphere today. According to a report from SocialMediaToday, TikTok is projected to surpass 1.5 billion users this year. The largest age groups that use the platform are 10-19, 20-29, and 30-39. Each of these age groups has an average household disposable income ranging from 30,000$ to 89,000$ USD. This presents an incredible opportunity for agencies that serve B2C clients that are seeking to drive conversions such as online sales and app installs. However, this does not mean that opportunities are nonexistent for B2B clients. Approximately 37% of United States business owners are within the 20-40 years of age. This figure aligns directly with the second and third-largest age groups on TikTok. How to Get Started with Creating Ads on TikTok Similar to other paid social channels, TikTok features an Ads Manager platform for advertisers. Your client’s ads are then sorted into three categories in descending order: Campaigns, ad groups, and ads. Define Your TikTok Campaign Goals and Budget The campaign is the stated objective of your advertising efforts and budget. It is the broadest category for organizing your TikTok ads. Think of campaigns as the “big picture” umbrella for your ad groups and ads to live under. For example, a campaign for a fashion company might be “Spring 2022 Collection” with the intention to promote the brand’s newest releases across the entire line. On a technical level, TikTok provides specific campaign goals for advertisers to select from. These are broken down into three categories: Awareness, consideration, and conversions. From there, you can choose which subcategories you want to build your campaign around. These might include maximizing reach (awareness), increased site traffic or app installs (consideration), product sales (conversions), and a variety of other objectives. After choosing your objectives, you may also opt to control the budget at the ad group or campaign level and have TikTok optimize the spend towards what it views as the top-performing ad groups within your campaign. During the campaign setup phase, you can also determine your client’s budget. You can choose to set a specific dollar amount or proceed without a budget limit. TikTok operates on a bid model for their ad placements, and advertisers can select one of three bidding strategies: Bid Cap (maximum amount per user action), Cost Cap (average amount), or Lowest Cost. Set Up Your Ad Groups Ad groups refer to specific sub-campaigns that all contribute to the larger initiative. These are campaign-related messages targeted to specific audiences. If you have separate creatives for a fashion company’s “Spring 2022 Women’s Collection” and another for “Spring 2022 Men’s Collection,” you can divide these into different ad groups with their own targeting parameters. Currently, TikTok allows advertisers to target users based on the following four criteria: 1. Audience: Lookalike audience, custom audiences, and excluded audiences 2. Demographics: Age, gender, location, etc. 3. Interests and behaviors: personal interests, in-app behavior, and engagements 4. Video interactions: Specific user actions on videos (likes, comments, clicks, etc.) 5. Creator interactions: Behaviors when interacting with other creators on TikTok 6. Hashtag interactions: Behaviors when interacting with specific hashtags 7. Device: connection, model, carrier, price, etc. To further optimize your campaign, TikTok allows advertisers to create scheduling parameters for their ads. This ensures that your ads are delivered at specific times of the day or at a consistent rate to prevent creatives from serving at moments of typically low engagement. Upload or Create Ads Ads are the actual creatives that are served to users’ devices via impressions. Currently, ad groups can house up to 20 ads each. TikTok allows advertisers to create video ads directly on the platform or upload ones that were developed off-app. Another option that advertisers can select is Spark ads. Similar to boosted posts on Facebook or Instagram, you can create a Spark ad by allocating a portion of your budget to extending the reach of your organic posts to more users. TikTok also offers additional formats to managed brands, which are companies that work directly with the platform’s sales team. These other options include: Topview ads – full-screen ads that play at the moment the app is opened Branded hashtags – short-term, engagement-focused content that displays on the hashtag challenge feed Branded effects – creative elements that users can use in their own videos At Conduit, we work directly with a dedicated Tiktok representative and have access to an agency-level business center that allows us to access managed brands formats. This creates new opportunities for your client to add dynamic new campaign creatives to best meet their advertising goals. In fact, we just finished running both the branded hashtag and branded effects campaigns right before we posted this! Creative Best Practices Though there are multiple ad formats, TikTok divides them into two main categories: image and video. Keeping this in mind, here are some general creative guidelines for a high-performing campaign: Align Your Ads with Your Target Audience Develop creatives that appeal directly to the ideal users that receive your ads. Use your ad group’s targeting parameters to influence the messaging, visuals, and features that you will be including in your content. Keep Your Messages Short and Sweet TikTok built its entire platform on high-engagement, short-form content. Though you can create a video up to 60 seconds in length, try to keep your creatives under 35 seconds when able. This will help avoid the dreaded ad fatigue and prevent users from scrolling onward. Think “Mobile-First” When creating a new video for your TikTok campaign, do so with a mobile display experience in mind. Record videos vertically so that your ads can fill up the entire screen without any lost or unused screen space! Place Creative Elements Near the Center TikTok recommends placing your ad creatives near the center of the image or video whenever possible. This will prevent these assets from potentially being cut off by the screen dimensions of a user’s device. Variety is Key TikTok boasts over 50 million users daily in the United States alone. Social score and frequency are important, but serving the same creatives on a neverending loop can also contribute to ad fatigue among your client’s target audience and reduce a campaign’s performance potential. Treat your TikTok campaign as a living, breathing, evolving entity. Plan to update your ads with new creatives to keep your content fresh and relevant on the user’s feed. Prioritize the User Experience Utilize the wide variety of creative features that TikTok provides to advertisers. For example, include audio in your creatives along with text so that the user has a fuller understanding of your campaign messaging and can easily take the next action after experiencing your ad. Keep on the Lookout for New Trends Keep your ears close to the digital ground to identify new creative trends on the platform. Don’t be shy to integrate them into your ad creatives! This will aid in creating more “natural” feeling ads that will better complement the organic content your target audience is already consuming. Satisfy Technical Specifications Like all social platforms that offer video advertising, TikTok provides technical guidelines to ensure that your creatives can be served to as many devices as possible. When preparing your assets, make sure they satisfy these requirements: Aspect ratio: 1:1, 16:9, or 9:16 (recommended) User feed resolution: greater than or equal to 540×960 px, 640×640 px, or 960×540 px News feed resolution: No restrictions, but greater than or equal to 720×1280 px, 640×640 px, or 1280×720 px is recommended. Accepted file types: .mp4, .mov, .mpeg, .3gp, .avi (user feed only), or .gif (news feed only). Duration: 5-60s Bitrate: Minimum of 516 kbps File size: limited to 500 MB Ad description: 100 character limit Brand name: 40 character limit Supercharge Your Agency’s TikTok Advertising with a White Label Partnership As the premier white label digital performance solution for successful agencies, our Paid Social Team at Conduit digital drives billions of impressions for our partners’ clients each year. With a direct business representative at TikTok along with our agency-level business center, we provide your agency with a secret weapon to confidently say “yes” to can’t-miss opportunities. The best part? We make it simple to get started. Just send us an Insertion Order with your client’s campaign goals, budget information, and creative assets and you’ll see your campaign data come to life with our custom 24/7 Live Reports! Make a resolution to scale your agency with the power of TikTok advertising this year. To get started, schedule a quick 20-minute discovery call with us to learn more about the power of partnership!

  • The Complete Guide to Wholesale Digital Marketing

    Jan 5, 2022 Across the United States, hiring has never proven more difficult, and digital agencies are no exception to these staffing roadblocks. When new client opportunities arise, does your current bandwidth allow you to say “yes” to them? Let’s be honest. Saying “no” and passing up on can’t-miss new accounts flat-out sucks. It cuts directly against an agency’s ability to scale and drive new revenue. Through a premium white label digital marketing partner, however, you can overcome these common hiring challenges. With a trusted external ad operations team serving your clients in lockstep with your in-house team, you can position your agency to be prepared to land and expand these white-whale accounts. Today, we’re going to peel back the curtain on wholesale digital marketing. We’ll cover everything from how the wholesale model works for agencies and how to select the right solutions for your needs. How Wholesale Digital Marketing Works: The Reseller Playbook 📘 As a general concept, wholesaling involves purchasing a product or service from a provider at one price point, marking it up internally, and then reselling it at a higher number that allows your business to remain profitable. A produce wholesaler, for example, purchases fruits and vegetables from a commercial farm, marks up the prices of these goods and then sells them to grocery stores. The markup covers both the wholesaler’s own expenses as well as enough space in the margin to generate a profit to grow their business. In the same vein, a digital agency can purchase a wholesale product like SEO managed services from a white label provider. You can then mark up the cost of these services based on the partner’s rate card, and resell them to the client. The partner handles the fulfillment while your team can spend more time on core internal competencies and sales. An Example of Wholesale Digital Marketing in Action 🔎 Mark is an agency owner in the New York Metro area. His agency was recently approached by Sarah’s successful law firm about the possibility of helping them manage large-budget SEO and PPC advertising campaigns. Mark’s agency has served lawyers in the past, and he would love the opportunity to pursue this new potential account. However, his internal team is maxed-out on their bandwidth and they specialize more in public relations and social media marketing campaigns. From his perspective, it would take too much time away from current client work to have his team take a crash course in these product areas in an attempt to bring on this account. After a quick online search for “wholesale digital marketing,” Mark finds a white label partner that offers a full suite of products, including both SEO and PPC. The partner’s in-house team features certified experts in these disciplines that can manage this lawyer’s campaign for him. After reviewing the provider’s rate card and deciding he could sell these services at a profit with Sarah’s current budget, he begins a white label partnership. Once the partnership begins, Mark submits an Insertion Order for both an SEO and PPC campaign. The partner’s team handles all aspects of fulfillment from audits to campaign builds, ongoing optimization, reporting, and communication. The urgent need to train his internal team or try to quickly hire an in-house search expert is removed from his laundry list of agency leader duties, and he did not have to say “no” to this account opportunity. How to Select the Right Wholesale Digital Marketing Solution In the digital marketing field, wholesale, white-label, turnkey, managed services, and other similar terms refer to an outsource provider that can act as an extension of your agency’s in-house team. However, within this niche there are three main types of providers: platform, vendor, and partner. Here’s how you can tell the difference between the three: 🌐 Platform A wholesale platform can help reduce the learning curve when adopting new digital services at your agency, but it is usually heavily software-based and requires a large amount of manual control. Someone in your agency’s in-house team would need to still have a heavy hand on the controls, and the platform may not provide sufficient resources to master its features. As a result, there is still a large amount of internal education required and it can still become difficult to gauge results. 📦 Vendor A vendor refers to an outsource solution that operates on a strictly transactional basis. This could be a lone freelancer or a specialist provider that focuses on either one or a small handful of products. As an example, the vendor might only offer solutions related to social media. If you want to expand your accounts over time into new services, they may not have the ability to scale with you. Because vendors also operate on a mostly transactional basis, it can become difficult to anticipate the quality of deliverables they provide. Once they have checked each box on their agreement, they often disappear back into the digital ether until you pay them again. 🤝 Partner A wholesale digital partner is both a true wholesale and whole-scale solution for agencies. A partner provides features not found with platforms or vendors, such as: Holistic suite of digital services Complete in-house implementation Custom live reporting Responsive human communication Flexible onboarding and offboarding of services By definition, a partner is equally invested in your accounts’ success as your in-house team. This allows your agency to drive true performance, and prove it, on an ongoing basis. Make a Resolution to Enable Better Opportunities with Wholesale Digital Marketing 💪 As the new year begins, make a resolution for your agency to solve hiring challenges and drive complete performance for your clients. With the right partner in your corner, you can turn wholesale digital marketing into your business’s greatest strength by allowing you to continuously scale at a profitable rate. At Conduit, we provide world-class wholesale digital marketing services for successful agencies around the globe. Offering a complete suite of services, sales support materials, and world-class fulfillment completely in-house, we equip your agency to say “yes” to more of the right opportunities. To get started, reach out to us anytime to learn more.

  • Make a 2022 Resolution for Your Digital Agency

    Dec 29, 2021 Remove Marketing Performance Roadblocks and Enable Better Opportunities in the New Year As the leader of a digital agency, you might be looking for new ways to scale your business in 2022 while everyone else is deciding on which new gym to join in January. After a chaotic 2021 for many, you likely have identified a few pain points that emerged during the past 12 months. These might include: Trying to hire the right people to expand your capacity Making efforts to round out your suite of services Trying to de-silo your communications internally and externally Finding a better way to report on your campaign performance Missing out on white-whale account opportunities With a new Q1 on its way, make a resolution for your agency to enable greater opportunities with confidence. With the right support system in place, you can start addressing these marketing performance roadblocks and removing them from impeding your mission to scale. Marketing Performance Roadblocks to Remove in the New Year Limited Product Suite Simply put: A limited scope of services puts agencies at a competitive disadvantage in an effort to land and expand accounts. Today’s clients expect a complete suite of solutions from agencies. Saying “we can’t do that” or “we don’t do that” can quickly motivate even the longest-tenured clients on your roster to start considering other options from competitors that can and will meet these needs. Siloed Communications Communicating in siloes cuts directly against marketing performance. Without unified internal and external communications processes, aligning on campaign goals and implementation becomes increasingly more difficult. Performance Reporting Woes Accessing campaign performance data is the easy part. Putting it into the proper context to make future decisions, however, requires more advanced insights. When a client receives their data reports, not being able to answer a question like “so what does this all mean?” can impact confidence and trust in the account relationship. Difficulty Fulfilling Campaign Needs at a High Level Limited hiring success has affected nearly every industry in the United States this past year. This places capacity strain on your existing team and can create bandwidth challenges when trying to land new accounts and expand campaign opportunities with existing clients. Having to Say “No” to Major Opportunities Ultimately, the challenges listed above can culminate in missed opportunities for your agency. When you’re at or over capacity and it doesn’t feel like you have the support you need, the focus can quickly shift from diving deeper to just trying to tread water in place. Agencies experience failure when they’re isolated. Without the right support system in place to withstand these pain points, even the most successful businesses can falter. How the Right White Label Digital Marketing Solution Can Help Eliminate These Obstacles What is White Label? White label digital marketing products allow your agency to add services to your offering through a trusted external team, all branded under your agency. This results in the ability to offer a more complete suite of solutions to your clients without needing to take on the additional overhead associated with adding internal hires. The Three Types of White Label Not all white label solutions operate equally. They are most often divided into three main categories: platform, vendor, and partner. 1. White label platform – Heavily software-based, limited customization, and few resources for support 2. White label vendor – Highly transactional, limited to no involvement after receiving a deliverable, difficult to gauge quality, and narrow scope of services 3. White label partner – Completely and equally involved in campaign design, implementation, optimization, and reporting across a full product suite; a true extension to your in-house agency team What We Believe True White Label Partnership Looks Like: At Conduit, we define ourselves as a white label digital performance partner. What does this mean? It means we offer the agencies that we work with a complete solution that includes: Full product suite Custom Live Reports with analyst insights Complete in-house implementation Sales support resources Single point-of-contact communication Seamless onboarding Fulfillment at unlimited scope and scale Enable Better Opportunities Through a Digital Performance Partnership When your agency aligns with the right white label partner, you can experience a multitude of benefits, such as: Round Out Your Product Suite with Certified Analysts The idea of trusting your client’s campaigns to an external team might raise some initial hesitations. That’s completely understandable. If you are used to tightly controlling everything internally, you should take time to vet the credentials of your potential partner. Look for a partner that offers services managed by a team of analysts that are certified at high levels in their respective specialties. For example, if you are interested in adding white label PPC to your agency suite, consider partners that can provide you with a Google and Microsoft-certified analyst team. This ensures that these individuals have been independently verified as true experts in their respective product categories. Consolidate Your Campaign Communications Under a Single Point of Contact Communicating in siloes results in far more chaos than any level of productivity. When you’re positioning your agency to scale, having a unified communications channel ensures that everyone can access important campaign information from a single point-of-reference and remain in lockstep while driving performance for your client. We believe successful digital campaigns are built on two foundations: communication and performance. Without proper communication, it becomes impossible to prove the value of performance. Conversely, when communication is siloed, analysts do not have the necessary information to implement a campaign that meets or exceeds performance expectations. However, when both are working synergistically, the potential becomes limitless. Fulfill Campaigns at Scalable Volumes White label partnerships are designed to help your team scale, not further constrain your capabilities. When searching for the right partner, look for one that shares your immense vision for true high-performance campaigns. Activate 100% US-Based Implementation A premium white label partner should offer full in-house implementation without offshoring or outsourcing your campaign operations. You are paying for a tangible result that drives real performance for your client, and a middleman service posing as a partner cannot meet these requirements. Solve Performance Reporting Challenges As we mentioned above, the “why” behind the data matters more than raw numbers. A partner’s team of analysts should be able to provide your agency with these insights so that your team and your client can make more informed campaign decisions in the proper context. At Conduit, we designed our own custom live reports where our analysts add real insights and log optimizations on a monthly basis. This provides your agency team with the means to offer complete, contextual answers to your clients when it comes time to check in on campaign progress. Resolve Hiring Issues In our conversations with hundreds of agency leaders over the past year, one major pain point has remained consistent: hiring. Despite the wealth of job openings online, it seems like qualified candidates have all but vanished in even the most competitive markets. A white label partner integrates its team with your own. Acting as a true extension, you can trust that certified analysts are managing your campaign operations at the level of quality your client expects and deserves. Lean on a True Solution for Account Overflow As with hiring, account overflow can place equal or greater strain on your agency’s ability to scale. When there are too many clients and not enough people to serve them at a level that meets your standards, a “spread-thin” environment can decimate morale and create further pain points in communication, performance, or both. Fortunately, a white label partner provides you with an additional solution for managing overflow. When a new potential client opportunity arises, or an existing one wants to expand their account, you do not have to worry about how you will “make it all fit” into your current operations. Set Yourself Up for Sales Success When we defined the three types of white label providers, we discussed how vendors and platforms often do not provide your agency with sales support resources. If you are looking to resell digital services that your agency does not fulfill in-house, a partnership can provide you with the materials you need to speak to the value of these products at an expert level. When equipped with the right information, you can inspire your client’s confidence in expanding their account with you into new marketing channels. Make a Resolution to Say “Yes” to Better Opportunities in the New Year With the right white label partner, you have an expert team in your corner when the next white-whale client approaches your agency. Instead of wondering how you can “make it work” with your internal capacity, you can instead confidently say “yes” and continue to scale. As a white-label digital performance partner, our team at Conduit enables your agency to say “yes” to those can’t-miss opportunities. If you are making a resolution to scale in the new year, contact us today to learn more about white label partnership.

  • How to Determine SEO ROI

    Dec 8, 2021 SEO ROI Goes Well Beyond Pure Traffic Numbers Search engine optimization encompasses a broad range of tactics to increase organic visitor traffic to your client’s website. By implementing a two-pronged strategy of great content and technical optimization, you can improve the quality of your website, which contributes to greater SEO ROI. How SEO ROI Differs from Return on Ad Spend (ROAS) No Ad Expenditure Unlike digital advertising solutions like paid search and paid social, SEO does not require an active ad expenditure as part of the campaign. Instead of looking at ad spend versus results, determining SEO ROI involves considering a number of different factors that go beyond a money-in, money-out perspective. Greater Focus on Your Client’s Website Digital advertising campaigns are designed to point back to a specific landing page on your client’s website. Unlike this strategy, SEO focuses on the entire website from its technical health to its front-facing user value. Long-Form Content is King Advertising campaigns leverage brief, effective copy to quickly point target audiences to a landing page. SEO content strategies often involve pieces of content with word counts above 500 per deliverable. The more desirable the keywords you’re competing for, the longer the content will likely have to be. Intended for Steady Growth Over Time Advertising campaigns are often designed with specific time windows in mind. For example, a holiday shopping campaign usually starts in late October or early November and ends around December 26. Conversely, SEO strategies are intended to improve your client’s website over a longer period of time on an ongoing basis. These campaigns tend to start generating more noticeable improvements in organic traffic after the first 3-6 months, depending on the initial health of the website. What’s Hurting Your Client’s SEO ROI Search engine algorithms like Google crawl through your client’s website and analyze a variety of features to determine the value of the user experience you’re providing. If these bots detect certain technical red flags, they will penalize your client’s site with lower organic rankings. Some common pain points often found on websites include: Slow Load Times Search engines pride themselves on providing their uses with quick answers to their questions. When a website takes too long to load, this does not contribute to the quickness that a person, and therefore the search engine algorithm, expects. Thin Content The less content on a page, the less information your client is providing about a product, service, or topic related to their industry. If a competitor has longer content about their similar offerings, they will usually receive a higher search position than your client. When a search algorithm sees thin content on a page, it figures that it offers little to no helpful information. Depending on the amount of code on the page, algorithms can also flag it for not having a proportional amount of text. Toxic Backlinks Search engines account for the links that your client’s website accumulates. If there are too many coming from spammy websites, these are considered low-authority. When too many toxic sites are linking back to your client’s pages, this can generate a penalty in organic rankings and, by extension, harm visibility and traffic potential. Inefficient Website Design Website design plays an important role in a client’s SEO performance potential. For those that implement a highly visual aesthetic on their site, this can often result in a large amount of third-party code. This increases the network payload, slows load times, and can cause your content to appear thinner by default. When a search engine algorithm looks at your client’s website, it doesn’t view it as a human does. We see eye-catching images, sleek branding, and products or services that we might consider purchasing. Artificial intelligence views these as the code that is used to display them and factors this into ranking decisions. Missing Important Technical Elements Pages that are missing technical elements like one H1 heading per page and meta descriptions are depriving themselves of organic performance opportunities. As with keywords, these elements help “clue in” an algorithm as to what your page is about. Keyword Mistakes You cannot have a conversation about SEO without discussing keywords and keyword strategies. Keywords are the driving force behind any successful SEO service. While keywords tell search engines what your content is about, they can be misused. This will also contribute to less-than-desirable organic rankings. Some common ways that an improper keyword strategy can hurt your SEO ROI include: Keyword stuffing (overusing) Focusing on the same keyword across multiple pages Not using keyword at all Using keywords that don’t match target audience members’ search intent Lack of Directory Listings Listing your client’s website across industry-relevant online directories helps build their presence across other authoritative websites. These play an instrumental role in driving higher amounts of organic referral traffic. For example, if your client is a local restaurant, they should be on Yelp. Similarly, a counseling practice should list its practitioners on Psychology Today. When an audience member is looking to move from consideration to decision, these listings can play a major role in influencing their actions. The 7 Pillars of SEO ROI An All-Encompassing Audit Every successful SEO campaign should start with an exhaustive audit of the client’s website and cover all aspects from content to granular technical and UX details. This provides the SEO analysts servicing their campaign with a holistic “lay of the land” to create a strategy that addresses specific pain points. Technical Health is SEO Wealth As an SEO campaign proceeds, analysts should perform optimizations on the client’s website to reduce the number of technical errors. Over time, this reduces major roadblocks toward achieving higher organic rankings. When your client asks how their SEO campaign is performing, you can look at the report and tell them that specific technical pain points have been addressed and eliminated. Building Better Backlinks Disavowing spammy backlinks and replacing them with new, high-authority ones will increase search algorithms’ perception of your client’s website. As you accumulate a better link portfolio, you can identify this as a key return on investment. Content Quality is King SEO content is the vehicle that drives multiple aspects of your SEO strategy. From integrating keywords to providing rich copy and lengthening text on a page, these tactics all help expand your client’s reach. Beyond this, also focusing on the quality and context of the content will further increase its relevance to your target user base and the search engines that are providing them with the information they’re seeking. The Right Keyword Opportunities Matching relevant, high-volume keywords with the right search intent will better position the content on your website in front of those that are looking for it. Determining the best keywords for your client’s website, and then performing actions to optimize for them should start with the audit phase and continue steadily over time. Desirable Directory Listings As we mentioned above, a great portfolio of desired directory listings is a major funnel for referral traffic. When you optimize your client’s presence across the right directories, you can point to a likely increase in organic referral traffic as a significant return. Holistic, Transparent Reporting Transparent reports of your SEO campaign compile your efforts into a single resource to demonstrate ROI. These reports should be transparent, offer human insights to add context to the data and touch on specific actions that moved the needle forward for your client’s website performance. Drive Better SEO ROI With a White Label Partnership At Conduit, we partner with successful agencies to provide premium white label fulfillment solutions for their clients, including SEO. Our in-house team of certified expert analysts, 24/7 Live Reports, and competitive content strategies allow you to say “yes” to better opportunities for current and future clients. To start scaling your agency higher and generate a better SEO ROI for your clients, contact us today to learn more about white label partnership.

  • The Ultimate Guide to Mobile SEO Services

    Dec 7, 2021 Dominate Mobile SERPs with the Right SEO Strategy How Can Agency Leaders Sell the Value of Mobile SEO Services to Their Clients? Thankfully, communicating the value of a mobile-first SEO strategy is rather easy. It boils down to four key points: 1. Google prefers your mobile website over the desktop version. 2. Local customers are searching for businesses like yours on mobile (with an intention to visit in person). 3. Mobile has accounted for more than half of all online pageviews since 2017. 4. If your client’s competitors are outranking them, a better mobile site experience is likely a major factor. What Mobile SEO and Desktop SEO Have in Common Mobile and desktop SEO, while they have their differences, do share some commonalities. Chief among them include: 👑 Killer Content is Always King Content is the heartbeat for any SEO strategy. For a blog post or other piece of website copy to perform at a high level, it requires: High-volume, low-difficulty keywords Contextual, user-focused messaging A smooth reading experience Publishing to a page with little to no technical errors 👉 Place Emphasis on User Experience A user should not have difficulty navigating your website. Whether on mobile or desktop, allow them to find the pages they are looking for in a matter of seconds. 🛠 Technical Health is SEO Wealth A website’s technical health directly affects its SEO performance. Common errors like low site speeds and excessive third-party code can turn off users (and search engine algorithms). Beyond increased bounce rates, this will also cause search engines to penalize your site with lower organic search result rankings. What Makes Mobile SEO Unique? 🗺 Greater Emphasis on Geography People take our mobile devices everywhere. We use our smartphones for directions, to look up business information, and to share our locations with friends and family. When populating the mobile SERPs, a search engine is more likely to recommend results closer to your geographic location. For example, if you look up the name of a movie on your phone, Google might recommend a nearby movie theater and its showtimes. Conversely, the desktop results for the same film might generate resources like the movie’s trailer or IMDB page. 📱Google Mobile Has No Pagination Page-one results are SEO gold when it comes to desktop strategy. However, Google recently did away with pagination for their mobile results. Instead of prioritizing page-one for mobile, taking an approach to landing an “above the fold” ranking should be the priority before users start scrolling down the page. 🔖 Unique Mobile SERP Layout Layouts for mobile SERPs are visibly different than desktop. Beyond the narrower, vertical screen, search engines like Google will also give preference to highly optimized pages with mobile-friendly title tags and meta descriptions. If these meta elements are more concise, this means they will display on the mobile SERP layout more effectively. 🔎 App Recommendations in Search Results Search engines are able to determine which type of device you are using. If an algorithm determines that an app might provide value to you based on your search terms, the app will show on the SERP for you to download if you agree it will help meet your needs. 📲 Google Prefers Mobile In 2019, Google announced it will be using “mobile-first indexing” for cataloging and ranking pages across the web. This means that it prioritizes the mobile version of a website over its desktop counterpart. The Most Important Factors for High Mobile Rankings Search engine algorithms prioritize different user experience factors when determining organic rankings for mobile and desktop. The primary ones that affect mobile performance potential are: 👁 Site Layout The layout of your mobile page can affect your rank potential. If the page is not properly designed for mobile users, this will be noted and the page will be penalized. To avoid this penalty, take a mobile-first approach to your website design. Use a responsive design scheme so that your site will display appropriately to the dimensions of the user’s screen. 🏎 Site Speed Mobile users are looking for quick information. When your page takes too long to load, this does not satisfy their demands. Often, site speeds are affected by large website assets that require a long time to load. These can include, but aren’t limited to: Excessive third-party code Unminified javascript/CSS Large, unoptimized images ☝️ Mobile-First UX If a site’s UX features do not align with mobile, this will affect ranking. Are CTA buttons appropriately sized? Are there too many popups on mobile that could be annoying to users? These are noted when search engine bots crawl through the mobile version of your website. Keep the mobile version of your site as simple and straightforward as possible. Provide the information your target audience wants and a quick call-to-action that requires little effort. If something feels like it’s “a little too much,” it probably is on mobile. You may also want to include mobile-friendly features like a “click to call” button. This allows a visitor to instantly call your client’s business number with the press of a button rather than manually searching for it and typing it into the keypad. 😁 User-Focused Content Write keyword-rich content designed to help your client’s audience. While there are opportunities to showcase a company’s awesome products and services, most users are using search engines to learn more about topics they’re interested in. Develop great pieces of content that answer real questions your target audience might be asking. Plainly spell out your information so that it can be easily understood by human readers and AI algorithms alike. 💪 Content Consistency Google will penalize sites that use different content on the mobile and desktop versions of the same page. At a glance, it might seem logical to offer an abridged version of your desktop content on mobile. However, this affects a consistent cross-device experience for your site visitors and Google views this as poor UX. 📍 Geographic Keywords for Brick and Mortar Businesses Mobile devices are portable, and search engines take this into account. Type in almost any type of business on a keyword research tool and one of the highest-ranking keyword variants will always be “(business) near me”. If your client is a business that wants to reach more local customers, don’t shy away from using their location information in your content. This will help tell search engines where the business is located so that they can provide the information to users. Be sure to also ensure your client’s business is featured on all relevant online directories as well like Yelp, Google MyBusiness, and other similar listing services. If your client’s site does not rank highly at the moment, they can still drive organic traffic to their site through these key referral sources that may have a greater presence. 👉 Concise Metadata As we mentioned above, mobile SERP results are shorter than desktop. Keep your title tags, meta descriptions, and other meta elements as concise as possible while still conveying important information. Scale Your Own Agency with an Expert White Label SEO Team At Conduit, our in-house white label SEO team brings over two decades of combined experience to help your agency scale with managed SEO services. From auditing to strategy development and implementation, we will handle the complete fulfillment cycle as an extension of your own team. To speak with us about our desktop and mobile SEO services, contact us today to learn more about white label partnership.

  • Why Connected TV Advertising Will Explode in 2022

    Dec 7, 2021 Connected TV advertising, also known as OTT advertising, is primed to dominate digital video campaigns in the upcoming new year. To maximize the performance potential of your video creatives, placing them on popular streaming services shouldn’t be overlooked. Today, we’re going to explore the benefits of connected TV and why you should consider adding this product to your marketing campaign strategy in 2022. First, let’s talk about why these platforms will continue to gain popularity in the near and long-term future. The Amount of Connected TV Advertising Inventory Continues to Grow In 2019, people began spending more time at home consuming content from their favorite connected TV streaming services. Taking notice, more media titans began taking their programming in-house as they released their own branded platforms. Major third-party streaming companies like Netflix were now competing against the likes of Disney+ and NBC’s Peacock. These platforms are not just repackaging nostalgic programs either. Original OTT-native content like Pluto TV’s 76 Days and Hulu’s The Handmaid’s Tale have won Primetime Emmys for their quality acting and storytelling, and Netflix beat out HBO for this year’s awards. Other services like Amazon’s Prime Video Cinema allow viewers to watch movies that may also be in theaters right now. The major draw for many of these connected TV apps? They offer free versions. In exchange for not paying a monthly subscription fee, the audience member agrees to watch advertisements throughout their viewing experience. Over 50 Million Viewers Will Cut Cable by 2022 Over 55 million cable customers are expected to cut the cord with traditional cable by 2022. This translates to almost one-sixth of the entire United States population. Rather than pay a large cable bill for a broad range of channels, consumers are opting to pay multiple small subscription fees to OTT services to watch the programming they are actively interested in. Beyond eclectic, large-library streaming services, other direct channel apps also exist to serve audiences that have particular interests and preferences. Popular examples include HGTV and AMC’s applications. Connected TV Advertising Helps You Reach the People that No Longer Use Cable Unlike traditional cable advertising, connected TV campaigns allow you to harness both the power of digital targeting and the broad appeal of the television screen to reach desirable audiences. You can deliver your ads to specific households containing at least one viewer that shares the characteristics of an ideal customer. Does this mean that traditional cable has become obsolete? Not exactly. While connected TV advertising proves effective on its own, it can also function as the perfect extension to a legacy media campaign. Combining both allows your agency to reach viewers on both a macro and micro scale to ensure maximum reach potential. Key Features of a Connected TV Campaign: 📈 Reach Viewers at a High Point of Engagement Connected TV provides users with a wealth of on-demand content that appeals to their specific interests. Audiences are viewing these programs with a higher level of engagement, which also implies that they are paying closer attention to what is on the screen. 👀 Co-Viewing is the Standard for Streaming Programs Instead of a Friday night run to Blockbuster, household viewing nights are happening on today’s OTT platforms. Many viewers that are streaming movies and series from these apps are not doing so by themselves. Instead, they are engaging in co-viewing with others, which means multiple sets of eyes on the same ad. 📺 Ads on the Biggest Screen in the House OTT apps are often streamed on televisions. Through devices like smart TVs, casting accessories, and video game consoles, streaming one’s favorite content has never been more accessible. Ads shown in between programming segments will also be shown on these screens, increasing their visibility by sheer screen size alone. Target Audiences at Multiple Levels While running an OTT campaign, you can target users across a variety of dimensions, including but not limited to: Geographic location Platform-specific audiences Client website visits (retargeting) Online search behavior Demographic characteristics In-market/intent Time of day What to Look for in a White Label Connected TV/OTT Advertising Partner If your agency is considering running connected TV campaigns for your clients in the new year, you might be looking for a partner to help you deliver an enhanced level of performance. As you are looking for the right partner, here are some key factors to look out for: ⏰ Early Adopters Though OTT advertising has gained popularity steadily over recent years, it is still a relatively new advertising channel compared to ones like paid search, paid social, or display. By working with a team of early adopters, you can extend your in-house team with one that has managed OTT campaigns through their earliest inception to today’s ecosystem; remaining ahead of the curve on emerging trends and best practices. 💪 Expert Analyst Team Why invest your client’s advertising budget in a provider that will then outsource or offshore your campaigns to a subcontractor? If you desire quality performance, make sure that your potential partner manages your campaigns in-house with a qualified team of expert programmatic analysts. 🤍 Custom App & Domain Whitelists Not all connected TV platforms are created equal. We’ve seen ones that are designed for people to stream while they’re asleep and others specifically for pets. When you’re reviewing your options, how do you know which apps are the best for your client’s budget? Look for a team that can offer you custom whitelists that can be tailored to your client’s campaign needs. This enables your ability to deploy ads across pre-vetted platforms and direct channel apps that are tested for quality and higher return on ad spend potential. 💰 Other Complementary Advertising Products Connected TV is just one advertising product under the larger programmatic umbrella. Beyond complementing a traditional television campaign, it can also be used in conjunction with other digital tactics like display, YouTube, and audio advertising. The right partner should provide you with a full product suite to activate these opportunities as campaign needs evolve. 📊 Performance-Based Reporting Reporting on campaign performance ensures that your agency can properly evaluate ROAS. With detailed reports in hand, you can prove that your team is delivering as well as identify opportunities to further optimize and refine your tactics. Enable Better Opportunities for Your Agency in 2022 with a White Label Connected TV Partner At Conduit, we strive to be the elite white label connected TV advertising partner for successful agencies around the globe. With a holistic digital product suite, an in-house team of expert analysts, and our own custom-developed OTT whitelists, we can provide you with the solution you need to say “yes” to better client opportunities. To learn more about how we can help your agency scale with connected TV advertising, Schedule a call with us today.

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