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Maximizing return on ad spend (ROAS) is a key objective when it comes to driving success with Instacart. We recently doubled the Instacart ROAS for one of our valued clients by implementing a series of optimization strategies. In this article, we share the steps we took to achieve this, and how you too can replicate our success on Instacart.

High-Quality Product Photos

Visual appeal plays a crucial role in capturing customers’ attention and driving conversions. Upon auditing our client’s presence on Instacart, we saw an opportunity to improve the product imagery to help their products stand out on Instacart’s virtual shelf. The enhanced visual experience resulted in increased click-through rates and ultimately higher conversion rates.

Compelling Product Descriptions

To complement the improved product imagery, we revamped the product descriptions for our client. We focused on crafting compelling and informative descriptions that highlighted the unique features, benefits, and value propositions of each product. By clearly communicating the product’s value, we were able to entice shoppers and provide them with the necessary information to make purchasing decisions. The improved product descriptions played a crucial role in increasing customer engagement and conversion rates.

Optimized Instacart Search Ads

An effective search ad strategy is pivotal in reaching the right audience and driving conversions on Instacart. We conducted extensive keyword research and analysis to identify relevant and high-converting keywords for our client’s products. By optimizing their search ads, we ensured that they were prominently displayed to users searching for similar items. This increased visibility, coupled with the use of relevant keywords, resulted in improved ad performance, higher click-through rates, and ultimately, increased conversions.

Constant Monitoring and Iterative Optimization

Achieving the desired results on Instacart requires ongoing monitoring and iterative optimization. We closely monitor return on ad spend, and other KPIs. We analyze the data to identify underperforming areas and make data-driven adjustments to improve the campaign’s performance. This iterative approach allows us to continuously fine-tune our strategy, and capitalize on successful tactics.

By implementing a comprehensive optimization strategy, we were able to double the Instacart ROAS for our client. Through the addition of high-quality product photos and compelling descriptions, we captured users’ attention and increased engagement. By optimizing Instacart search ads to focus on relevant keywords, we enhanced the visibility of our client’s products to the right audience. The success of this case study underscores the importance of constant monitoring and iterative optimization to achieve outstanding results on Instacart. Embrace these strategies, adapt them to your unique business needs, and unlock the potential to significantly improve your ROAS on Instacart.

Want to drive better business outcomes from your digital marketing? Request a consultation today.

Collaborating with an agency partner can bring a fresh perspective, specialized expertise, and valuable resources to your marketing efforts. However, to truly leverage the benefits of this collaboration, it’s essential to establish a strong working relationship and maintain effective communication, ensuring a productive partnership.

Define Your Needs and Expectations

Before engaging with an agency, clearly define the type of agency you require based on your specific goals and objectives. Determine if you need a creative agency, a branding agency, a PR agency, a digital agency, or a combination of these. The agency you choose should complement and enhance your in-house capabilities, aligning with your overall marketing strategy.

Clarify Roles and Objectives

Decide whether you are seeking strategic guidance, implementation support, or a combination of both. Clearly communicate your expectations to the agency, outlining the specific roles they will play in your marketing initiatives. By establishing a shared understanding of objectives and responsibilities, you can maximize the effectiveness of the agency’s efforts and ensure alignment with your business goals.

Empower Creativity and Expertise

When working with an agency, it’s crucial to allow them the freedom to unleash their creativity and expertise. While providing guidance and input is essential, avoid stifling their potential by imposing excessive constraints. Trust in their capabilities and encourage them to explore innovative approaches that can lead to successful outcomes. Embrace collaboration and value the unique insights they bring to the table. After all, that’s why you hired them!

Treat Your Agency as a Member of Your Team

To foster a strong partnership, treat your agency as an extension of your in-house marketing team. Establish clear lines of communication, provide them with the necessary information and resources, and involve them in relevant discussions and decision-making processes. By treating them with the same level of respect and inclusion as your internal team, you create an environment that fosters trust, collaboration, and shared success.

Assign an Internal Point of Contact

Designate a specific point of contact within your organization to liaise with the agency. This person will serve as the primary communication channel, ensuring smooth coordination, timely feedback, and alignment between your team and the agency. Having a dedicated internal contact streamlines communication and minimizes confusion, enhancing the overall efficiency of the partnership.

Foster Open and Frequent Communication

Maintain open lines of communication with your agency partner. Regularly update them on business outcomes, campaign performance, and any shifts in priorities or strategies. Encourage them to share their insights, challenges, and recommendations. Frequent communication helps build a strong rapport, enables agility in decision-making, and ensures that both parties remain aligned and proactive in achieving shared objectives.

 

Want to drive better business outcomes from your digital marketing? Request a consultation today.

In the ever-evolving landscape of marketing, there is an ongoing debate surrounding the effectiveness and relevance of top-of-funnel marketing tactics. With the increasing focus on bottom-of-funnel strategies that offer direct measurement of ROI, some question whether top-of-funnel marketing is dead. However, in this article, we will challenge this notion and shed light on the significance of top-of-funnel marketing in driving long-term success and improving bottom-of-funnel results.

The Challenge of Measuring Top-of-Funnel ROI

One of the primary arguments against top-of-funnel marketing is the difficulty in measuring its direct impact on revenue. Unlike bottom-of-funnel tactics that can be directly tied to conversions and sales, top-of-funnel awareness efforts often lack clear metrics for ROI. However, focusing solely on immediate ROI measurements can lead to overlooking the long-term benefits of building brand awareness and consideration.

The Value of Brand Awareness

Establishing brand awareness is a critical foundation for any successful marketing strategy. Without brand recognition, consumers are less likely to engage with your bottom-of-funnel marketing efforts. People are more inclined to trust and purchase from brands they are familiar with. By investing in top-of-funnel marketing, you can create a lasting impression, increase brand recall, and influence consumer decision-making throughout the customer journey.

Driving Cost-Efficiency and Improving Bottom-of-Funnel Results

While top-of-funnel marketing may be harder to measure in terms of direct ROI, it plays a crucial role in improving the effectiveness and cost-efficiency of bottom-of-funnel tactics. By first establishing brand awareness, you can enhance the impact of your conversion-focused campaigns. When consumers are already familiar with your brand, they are more likely to engage with your targeted ads, click on your links, and convert into customers. This ultimately reduces the cost per acquisition and increases return on ad spend (ROAS) and overall ROI.

Balancing Top-of-Funnel and Bottom-of-Funnel Strategies

To maximize marketing effectiveness, it’s essential to strike a balance between top-of-funnel and bottom-of-funnel strategies. While bottom-of-funnel tactics provide measurable results, neglecting top-of-funnel efforts can limit your long-term growth potential. Consider allocating a portion of your budget to top-of-funnel campaigns, leveraging various tactics such as content marketing, social media, influencer partnerships, and thought leadership.

 

Want to drive better business outcomes from your digital marketing? Request a consultation today.

Google Search is continuously evolving. What many creators and website owners fail to remember is that Google does not exist to rank websites. Google exists to provide searchers with the best information.

The latest algorithm update serves to do exactly that. 

Google’s ‘helpful content update’ rewards high-quality, informative, original content made by people, for people. This means that websites with content written for search engines, rather than searchers will likely suffer. 

Here are four ways to ensure that your site is rewarded with better rankings following the latest algorithm update.

1. Be Factual, Not Fluffy

Ahrefs finds that the top-ranking page on Google only gets the most search traffic 49 percent of the time. Why? Because the top ranking page has not always included the most relevant information. The new algorithm update looks to fix that. 

It is simply not enough to quickly draft an article and stuff keywords throughout. This practice serves no purpose for the human searcher. When drafting SEO content, remember to be factual, not fluffy.

Including well-researched facts and statistics and connecting them to your product or service can help searchers make more informed decisions. Not only does this benefit the searcher, but it also benefits your business. Why wouldn’t you want your potential customers to be equipped with the knowledge you provide them with to make a purchase?

2. Be an Expert in Your Industry

Does your website convey that you’re a subject matter expert? Does it provide well-written and in-depth thought leadership content?

More than half of all shoppers report conducting research before making a purchase. This is why it’s so important to position your brand as an expert.

Be sure that every piece of blog content teaches your reader something new. Think about why your reader is on your site, and cater your content for them specifically. Prioritizing valuable information like how to use your products, the unique benefits of your services, and other helpful insights shows readers that your brand is an industry leader. 

Consider including step by step how-to’s, listicles of best practices, and any other information that your searcher will benefit from. Not only will this motivate readers to engage and convert on your website, but it will also keep them coming back for more.

3. Be Consistent and Remove Unhelpful Content

With every new algorithm update, consistency is still key and content will remain king! What does this mean for your site? 

If you have previously enlisted the help of AI to draft your blog content, or published content that was specifically designed to manipulate rankings rather than help a searcher, consider removing this content from your site. While this content may be years old, it could still cause your rankings to take a hit. 

Google suggests removing any low quality pages, merging or updating the content of individual pages into more relevant and helpful pages, or moving low quality pages to a different domain.  

As you begin creating higher-quality content, the work doesn’t end there. Remaining consistent will show Google that your site is an authority in its industry, and will help increase your rankings.

4. Enlist the Help of Boost by LEVERAGE™

Algorithm updates can often spark uncertainty, have undesirable effects on your rankings, and ultimately impact your business. With a solution, like Boost by LEVERAGE™ (our premium SEO program for brands that want to dominate the first page of Google), you can rest easy knowing that your website’s SEO follows best practices and may actually benefit from these updates.

Over the last fourteen years, we’ve developed SEO campaigns for hundreds of clients, and we know what works and what doesn’t. Let us help you gain a competitive edge and take the guesswork out of navigating this new ‘helpful content update.

Want to learn more? Let’s talk!

More than half of all online experiences begin with a Google search. And, studies show that less than one percent of searchers will click on results from the second page. In fact, to many people, the second page of Google might as well be considered the “dark web.” 

Investing in your Search Engine Optimization (SEO) efforts is vital to your brand awareness, website traffic, and trustworthiness. In short, investing in SEO is crucial to generating marketing qualified leads and increasing sales.

While many factors may influence your rankings on Google, like page load speed, mobile responsiveness, and links, experts agree; when it comes to dominating the first page of Google, content is king. 

Learn more about why content remains the most important factor in your SEO strategy, and how Boost by LEVERAGE™ can help your brand gain a competitive edge. 

What Is “Good Content”?

When sharing any piece of content on your website, it’s important to remember your audience. Who will be reading it? 

Whether targeting customers looking to purchase a niche product or c-suite executives interested in learning more about your services, content must always provide value for the audience. This value may come in the form of industry insight, specific product or service information, and more. Think of who will be browsing the search engine results page (SERP) for your keyword queries, ask yourself why they care about a particular topic, and tailor content directly for them. 

Good SEO content teaches the reader something they did not know before, as well as informs them on why they should choose your company over any other competitor. It’s important that your content is free from spelling errors, grammar inconsistencies, and incorrect factual information. While these issues make your brand look unprofessional, they can also often prevent your content from ranking on the first page of Google. 

When writing good content, it is not enough to simply state your points. You must back up your claims with data. It is important to include consumer research, case studies, testimonials, and more to show that your brand has authority in a particular topic. 

With Boost by LEVERAGE™, a premium SEO program fourteen years in the making, brands can feel confident that their content positions them as industry leaders and provides significant value for their target audience.

Why It Matters for Your Brand

The term “content is king” stems from a 1996 essay written by Bill Gates on the future of the internet. 25 years later, the statement still holds true. 

Why? Because for brands across industries, it matters if they produce good content, especially for SEO purposes. 

Publishing high-quality content is the most effective way to boost rankings, drive traffic to your website, and generate marketing qualified leads. Good content is also more likely to be shared to other platforms, positioning your brand as an authority in its industry and growing trust with your audience.

Studies prove that customers inherently value the trust they have for a particular brand. Trust is the second most important factor for customers when making a decision on whether or not to make a purchase, following affordability in first place. And today more than ever, brands are being challenged to either live up to their customers expectations of trustworthiness, or fall behind their competitors. 

Good, original content also provides potential customers with the knowledge they need to make a confident purchase. Whether your target audience is looking to purchase a subscription to a meal plan service or is deciding between which law firm to handle their case, your content will aid them on their journey. 

Overall, prioritizing quality content for your SEO efforts will make a world of difference in how your existing and potential customers view your brand and choose to interact with it. 

Invest in Your SEO Effort With Boost by LEVERAGE™

Within the last year, 90 percent of consumers have used the internet to find a local business.  How does your content currently align with the image and value your brand is trying to portray? 

Over the last fourteen years, we’ve deployed SEO campaigns for hundreds of clients. Simply put, we know what works for your brand and what doesn’t. If you’re looking to improve SEO performance with quality content that speaks to your audience, we can help. 

To learn how Boost by LEVERAGE™ can help your brand, contact us today.

When it comes to video marketing, 86 percent of marketers who use video report that it has been effective for generating leads. You may be wondering, “What is it about video marketing that makes it so impactful?” 

One of the most beneficial aspects is that it demonstrates your products or services in a more visually-engaging way than words or still images. In fact, 94 percent of marketers agree that video has helped increase user understanding about their products or services. Moving forward, video will continue to be an important tool in the branding toolbox. 

Here are some reasons why business owners and marketers benefit from investing in video, and ways you can incorporate video into your digital marketing efforts today.

Benefits of Video for Business Owners and Marketers

There are many benefits of video that business owners and marketers alike can enjoy. Let’s start with business owners. 

If you’re a business owner, video is more than just an attractive and trendy marketing tool. As mentioned previously, video has been proven to drive lead generation. Content that features authentic storytelling, shows off products and services, and builds trust with your audience helps grow qualified leads. 

With these leads comes more customers. And with more customers comes more revenue. In fact, 80 percent of businesses that use video report that it has helped them to increase sales. Utilizing video can also promote your brand’s unique personality, differentiating it from competitors in a saturated market.

For marketers, video provides another kind of value.

Video content on social media has a 1200 percent share rate compared to images and text combined. And, online videos make up more than 82 percent of all consumer internet traffic today. 

To reap the full benefits that video has to offer, it’s important to feature video content on website pages as well as in email newsletters. This is particularly beneficial for SEO purposes, helping to increase rankings and in turn increase visibility for the brand. When reporting results to clients and others in the C-suite, these heightened engagement rates, impressions, and conversions are sure to impress. 

Use Video to Tell Your Brand Story

The kinds of stories we tell about ourselves, and our brands, can make an immense difference in how consumers perceive and engage with us. If your brand is looking to tell its story, video may be a powerful medium to do so. 

Video storytelling can guide viewers through narratives that discuss their core values and spark an emotional connection. Through emotion, brands can connect on a more human level.

When telling your story through video, it’s important to define your goals, your audience, and your distribution channels. For example, a family-owned brand may have a goal of promoting their heritage story to connect with families like them. These videos may also be repurposed across social media platforms, television commercials, and paid search advertisements. 

Use Video to Build Trust

More than just visually appealing, video can help build trust for your brand among your audience. This trust serves as the foundation of long-lasting relationships between a brand and its customers. 46 percent of surveyed consumers report that they would be willing to pay more for a brand that they trust. 

Coherence and transparency through video can help customers feel more connected to a brand’s message. In addition to sharing an authentic brand story, video can help those skeptical about purchasing a product or investing in a service they’ve never used before. Video can answer frequently asked questions, demonstrate uses, and help customers troubleshoot in a more efficient way. 

By allowing these videos to live on your website and social media platforms, this provides your customers easy access to in-depth information about your brand, its products, and its services, at the click of a button.

Invest in Video for Your Digital Marketing Strategy

In 2020, 90 percent of consumers increased their video consumption habits. 9 out of 10 of these consumers also reported that they would like to see more brands and businesses utilizing video. Is your brand ready to elevate its storytelling, authenticity, trustworthiness, and value? 

Contact us today to learn more about what video can do for your brand.