Key lessons from the Econgress24 in Malaga

Recently, I attended eCongress Málaga, an event brimming with fresh ideas about digital marketing, ecommerce, and social media. Here are some key takeaways for those who attended and those who couldn't make it.

📌 Visibility and Differentiation

Effective branding is based on two pillars: visibility and differentiation. Visibility is achieved through meticulous planning and the proper use of media for your target audience. An example is scheduling ads on Google Ads, which can reduce conversion costs by detecting appropriate patterns, whether in terms of times of day or days of the week when the ad is shown. Differentiation involves offering something unique, not just low prices or something a competitor can easily emulate. Analyze recurring and new traffic, among other metrics, in your web categories to understand what attracts your users.

📌 Risk and A/B Testing

It is crucial to constantly take calculated risks with advertising formats and conduct A/B tests. Balancing the risk and potential of the format maximizes the visibility and coverage of our campaigns. Don't be afraid to experiment, but always do so wisely, measure, and adjust the results.

📌 Complexity of the B2B Funnel

In B2B, the sales funnel is more complex and progressive. It is important to consider the difference between a marketing qualified lead (MQL) and a sales qualified lead (SQL). Advertising on LinkedIn, although costly, can compensate more if the average order value is high. Key elements include effective communication, prospecting and follow-up, and medium/long-term contact.

✅ Conclusion

eCongress24 underscores the importance of staying up to date with new strategies and tools. Implementing these lessons can make a significant difference in our campaigns.

🤔 Which lesson do you find most relevant?

Participating in an event like eCongress has provided me with some interesting perspective shifts on digital marketing that might go unnoticed in day-to-day work, both in macro aspects and small details, which I value highly. Perspective shifts are increasingly difficult to find. I won't miss the next edition!

Things to try when paid media campaigns aren't working well

If your Google Ads campaigns, or paid media campaigns in general, are not performing as expected, consider some of these strategies:

• Refine Google Ads targeting

Use negative keywords and create a funnel strategy for different stages of the buying process. This improves ad relevance.

• Test different offers or pricing

Conduct A/B testing to identify which offers or prices generate more conversions. Adjust according to the results to improve ROI.

• Improve the creative

Try new formats and creative approaches. Visually attractive and relevant content can better capture the audience's attention.

• Optimize the landing page

Ensure that landing pages are fast, adaptable, and have clear calls to action. A good user experience improves conversion rates.

• Build an email list

Offer lead magnets and use retargeting. Email marketing allows for direct and personalized communication, increasing conversions.

• Hire micro-influencers

Work with micro-influencers who have engaged audiences. Evaluate their performance and adjust the strategy to maximize impact.

• Explore new channels and placements

Diversify your ad channels and placements to discover new opportunities and reduce dependence on a single channel.

• Use lookalike audiences

Create lookalike audiences based on your best customers to find new potential customers with similar characteristics.

• Dynamic retargeting ads

Use personalized ads based on previous interactions. Personalization increases relevance and conversion rates.

• Foster influencer marketing and social media interaction

Collaborate with influencers and encourage community interaction on social media to increase brand visibility.

• Consider public relations

Being featured in popular media can improve credibility and visibility, even if it doesn't generate immediate conversions.

• Competitor analysis

Study competitor strategies to identify trends and improvement opportunities.

• Integrate online and offline campaigns

Align your online and offline marketing efforts to strengthen brand presence and recall.

Effective Strategies for Unspent Budget in Advertising Campaigns

In the realm of paid media, an underutilized budget can be an opportunity to optimize and expand your impact. Has your campaign not spent its entire budget? Here are some ideas you can use to leverage your surplus:

Diversify Your Approach: If your current campaign is focused on conversion, consider using the remaining budget to address other stages of the conversion funnel. Launch, for example, an educational content campaign to increase brand awareness or a series of video ads that tell the story of your company. This strategy not only broadens your reach but also enriches the user's journey from discovery to purchase decision.

Rebalance Your Budget: Before launching new initiatives, adjust the budget of your current campaign. This allows you to explore new opportunities without exceeding the established budget limit.

Specific Strategy by Funnel Stage:

Awareness and Consideration: Direct campaigns to generate general interest in your brand.

Interest: Invest in retargeting to reconnect with those who have already shown initial interest.

Conversion: Boost conversions with special offers and ads targeted at users with a clear purchase intent.

Evaluate and Continuously Adjust: Monitor and optimize the performance of your campaigns constantly. It's crucial that every euro invested contributes effectively towards reaching your commercial goals.

Maximizing unused budget can further improve what was already a good campaign.