Digital Marketing Consulting

70% of business owners find it hard to boost their conversion rate beyond a certain number. Most have tried: - improving their copy - improving their product images - different offers and FOMO strategies Yet they struggle to move the conversion needle. That's when I suggest looking at something more fundamental. The information hierarchy. It's the order in which you arrange content. The most important, relevant information/sections being shown first. Ignoring information hierarchy can make your users feel confused, uninformed, or even miss crucial steps. Ultimately making them bounce or not convert. In this example, using daily objects product page, I've implemented changes that can increase the conversion rate by improving the information hierarchy. Below are the 6 changes I recommend a/b testing - 1. Adding an announcement bar highlighting a sale, an offer you're running, or your free shipping threshold. 2. Moving the product name, reviews, and price above the image. This way, the space b/w the image and add-to-cart is reduced. Making it appear closer than it is. 3. Adding image thumbnails. This is critical if your images contain information like product features. 4. Showing product benefits before the add-to-cart CTA in an easy-to-consume format (like bullet points). 5. Optimizing the area around the add-to-cart by highlighting the shipping and return policies. 6. Highlighting offers close to add-to-cart as that's when the user is considering taking an action. Other changes I made: 1. Adding the logo bar with hamburger, search, and cart icon. This is important to maintain if you're driving ad traffic directly to product pages. 2. Adding the in-line / within-the-page add to cart. I'm seeing more brands removing the within-the-page add to cart CTA and replacing it with a sticky one. Make sure you a/b test this before implementing. 3. In the options section, adding an action verb like 'Choose' or 'Select' next to 'Color', 'Size'. This prompts the user to take an action. Found this useful? Let me know in the comments! P.S. The best way to identify gaps in your information hierarchy is by using heatmaps and scroll-maps tools like Microsoft Clarity. It's free to use and can help you back your hypothesis with actual user insights. #conversionrateoptimization #uxdesign

Did you know LinkedIn Event Ads now dynamically change before, during, and after your event? This update extends the life of your content, keeping your audience engaged at every stage. These updates are incredibly useful for marketers looking to make the most of their events, but they’re still flying under the radar for most people. 𝗪𝗵𝗮𝘁 𝗮𝗿𝗲 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀? Event Ads are a unique ad format that helps brands drive engagement and attendance for virtual, hybrid, or in-person events. They appear directly in users’ feeds, making it easy to reach your target audience where they’re already active. 𝗪𝗵𝘆 𝗨𝘀𝗲 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀? Here are some key benefits: • High Visibility: Event Ads are placed directly in the LinkedIn feed, catching the eye of professionals. • Increased Registrations: Target the right people to maximise event attendance. • Real-Time Engagement: Engage with attendees and build relationships before, during, and after your event. 𝗪𝗵𝗮𝘁 𝗖𝗮𝗻 𝗬𝗼𝘂 𝗗𝗼 𝘄𝗶𝘁𝗵 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀? 1. Promote webinars, conferences, and workshops. 2. Target audiences by industry, job title, and more. 3. Please make sure to customise your messaging to resonate with specific groups. 𝗧𝘄𝗼 𝗤𝘂𝗶𝗰𝗸 𝗧𝗶𝗽𝘀 𝗳𝗼𝗿 𝗠𝗮𝘅𝗶𝗺𝗶𝘀𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀: 1. Start Early: Launch your Event Ads 3-4 weeks in advance to allow for testing and optimisation. Early promotion builds anticipation and boosts attendance. 2. Retarget Attendees Post-Event: Create retargeting audiences based on engagement to keep the conversation going, even after your event ends. Leverage these enhancements to get the most out of your LinkedIn events! #LinkedInEventAds #DigitalMarketing #EventMarketing #AudienceEngagement #B2BMarketing #CertifiedMarketingExpert

94% of B2B tech founders struggle to maintain a consistent sales pipeline without burning marketing dollars. Here's why building an authority-driven audience is critical in 2025: 1. THE ACQUISITION GAME IS BROKEN Traditional lead generation methods are: - Increasingly expensive - Highly unpredictable - Dependent on constant spend - Delivering lower-quality prospects 2. YOUR BUYERS HAVE EVOLVED Modern B2B decision-makers: - Research solutions long before reaching out - Trust peer recommendations over ads - Seek thought leadership content - Make 70% of buying decisions before sales contact 3. AUTHORITY CREATES PRE-SOLD BELIEVERS When you build an authoritative presence: - Prospects come pre-qualified - Sales cycles shorten naturally - Deal sizes increase - Customer lifetime value grows 4. THE SYSTEM APPROACH WINS Building authority requires: - Consistent thought leadership - Strategic content distribution - Community engagement - Personal brand development 5. THE 2025 REALITY The market demands: - Authentic expertise - Regular valuable insights - Clear point of view - Engaged audience building The truth is that chasing prospects is exhausting. Building an audience that chases you is liberating. Think about it: Would you rather spend your days cold calling, or have qualified prospects reaching out because they already trust your expertise? At PipeBagger, we've helped tech founders transform their LinkedIn presence from basic profiles to authority-driving engines. Curious about building your own authority-driven audience? Let's explore how your expertise can create a steady stream of pre-qualified opportunities. #AuthorityMarketing #AudienceBuilding #RevenueEngine #B2BSales

Ten years after Gary Vaynerchuk’s 'Jab, Jab, Jab, Right Hook' philosophy changed my marketing approach, it remains remarkably effective. 


The secret isn't complicated: give value consistently before asking for anything in return. But the real magic happens when you truly LISTEN to discover what unique value your audience craves - the gaps no one else is filling.

 In my experience, this means going beyond surface-level content creation. It requires deep market research, interviewing potential customers about their specific challenges, and analysing exactly where current solutions fall short. 


The most successful practitioners of this approach don't just create content - they create solutions disguised as content.

 What makes this strategy timeless is its alignment with human psychology. We naturally reciprocate value and trust those who consistently help us without immediate expectation. 


The organisations winning today aren't those with the biggest advertising budgets, but those who've positioned themselves as indispensable resources long before the sales conversation begins.

 By delivering this targeted value consistently, when you finally make your ask, it doesn't feel like selling - it feels like the natural next step in solving their problem. Companies doing this right see conversion rates 3x higher because they've become trusted advisers, not just another vendor making noise.

 The strategy hasn't changed, but the execution has evolved. Today's audiences are more sophisticated, with higher expectations for personalisation and relevance. 


Those who execute with genuine attention to audience needs - who truly listen before they give, and give before they ask - continue to build the relationships that drive sustainable business growth in an increasingly noisy marketplace.

We achieved a 438% sales increase for a CPG brand in just 3 steps. The low-sugar, low-calorie cocktail mix brand faced significant challenges in the highly competitive drink mixer category. Despite nearly 7,000,000 searches for related products over the past year, the brand struggled to gain traction Our forecasting showed that they needed a budget of $525K+ to capture 5% of these searches annually. Their budget was closer to $180K, so targeting and conversion strategies had to be precise. Here's how we did it: 1️⃣ Enhanced Targeting with Analytics: We conducted a comprehensive listing audit and utilized Brand Analytics to hone in on a key demographic, focusing on gift-giving keywords. It was a niche that hadn't been tapped into yet. 2️⃣ Expanded Ad Types and Match Types: We implemented Broad and Phrase Match Types to broaden reach and harvest high-sales search terms from automatic campaigns. 3️⃣ Optimized Campaign Structure: We restructured campaigns to prioritize high-performing product lines, like bitters and martini mixes, enabling more targeted advertising for the brand's main product, the margarita mix. The result? ✅A remarkable sales surge across three consecutive quarters ✅Number 1 best seller ranking and holding ✅500% increase in new-to-brand orders ✅17% year-over-year increase in conversion rate This was achieved with a limited monthly ad budget of $33K! There is power in strategic optimization in e-commerce. Competing against brands with 5x your budget? Been there, won that → incrementumdigital.com

The magic isn't just in HAVING warm audiences—it's in knowing HOW to enrich and activate them strategically across platforms. Here are some interesting examples you might not have considered. 1. Companies Engaging with Your Ads • Capture companies clicking on your LinkedIn ads • Enrich with prospect data • Expand targeting to the entire buying committee 2. ABM List Enhancement • Start with your account-based marketing list • Enrich with decision-maker data • Target full buying committees, not just primary contacts 3. Leverage Profile Engagement • Identify good-fit personal profile viewers & company page followers • Enrich with complete contact data • Expand to reach multiple stakeholders at each company 4. Web Visitor Identification • Use web identification tools to capture visiting companies • Enrich with prospect intelligence • Expand outreach to all relevant decision-makers 4. Pipeline Acceleration • Focus on companies already in your sales pipeline • Enrich with additional prospect data • Surround the buying committee with consistent messaging CROSS-CHANNEL ACTIVATION: The real power comes when you OWN these enriched audiences and activate them consistently across: A. LinkedIn ads B. Programmatic display, native image, native video, CTV, Audio C. Facebook/Meta ads D. LinkedIn connection campaigns E. Personalized email sequences This orchestrated approach creates a "surround sound" effect that significantly shortens sales cycles and increases conversion rates. What's working in your B2B audience strategy? Are you leveraging enrichment across all your warm audience segments? More resources + frameworks here - https://lnkd.in/gB-WQ82f #B2BMarketing #AudienceStrategy #ABM #MarTech #RevenueTech

Ever felt like your PPC campaigns are on autopilot, cranking out clicks but not real results? Let’s change that. I recently came across The 5-Step Process to Setting Crystal Clear PPC Goals by Menachem Ani- and it’s a game-changer. Instead of chasing vanity metrics, here’s how you can build campaigns that genuinely support a business’s bottom line: -- Understand the Business Model Don’t just grasp the click—understand revenue streams, margins, fulfilment costs. A 4× ROAS on paper may sink profit if costs are hidden somewhere else. PPC should drive real profit, not just attendance. -- Align with Client Priorities Not every client wants to scale blindly. Some prioritise efficiency, others visibility, and others market dominance. Ask: what does success look like in 6–12 months—is it volume, efficiency, brand presence? -- Set Realistic, Contextual Goals E-commerce: break down SKU-level margins, costs, and multi-channel attribution before setting ROAS targets. Lead Gen: model the funnel—lead value, close rate, then reverse-engineer a target CPA that makes financial sense. -- Practice Active Listening Clients don’t always spell out what they truly need. Listen for what comes between the lines—maybe it’s not “more leads,” but “better leads that close.” That subtle shift can reshape strategy. -- Ask Probing Questions like- “What would break if Google Ads vanished tomorrow?” “Are we backing growth, profit, or positioning?” “What’s your margin after all costs?” These push beyond surface-level talking points and reveal the heart of the strategy. PPC isn't just ad optimisation- it’s strategic alignment. Follow these steps and you're not just buying clicks, you're delivering business outcomes. #PPCMarketing #DigitalMarketing #MarketingStrategy #PaidAds #GoogleAds #SEM #MarketingTips #BusinessGrowth #MarketingGoals #PerformanceMarketing Source- https://lnkd.in/dRzwEFui

One of the most important things we can do as CME writers (especially now!) is to write with our learners, not just for them. We have a responsibility to continually ask: Who is this for, and how will they actually use it? Because without that lens, even the most evidence-based content can completely miss the mark. Here are five ways I return to an audience-first mindset, especially at those times when I feel a bit too removed from the real people behind the data. -- 1. Go beyond the job title. What do they do in a typical day? What time pressures are they facing? How do they chart? What’s the reality of their clinical context? -- 2. Remember that learning doesn’t happen in a vacuum. Our learners are dealing with system pressures, electronic medical records (EMRs), team dynamics, and, yes, burnout. Great CME acknowledges that context, even in small ways. -- 3. Talk to your learners. A handful of focused interviews or email conversations can completely reframe how you think about the activity you’re developing. Ask what they’re struggling with. What helps and what doesn’t. You’ll walk away with insights that no amount of literature can offer. -- 4. Listen in unexpected places. Check Twitter (or yes, Threads). Browse specialty Reddit subs. Follow your audience on LinkedIn. Social listening provides us with access to language, tone, and certain perspectives that are rarely seen in published papers. -- 5. Be willing to shift your assumptions. Our learners may not want a slide deck. They might prefer a podcast they can listen to on the drive home. Or a series of clinical vignettes. Holding our preferred formats loosely allows us to meet people exactly where they are. -- Want to take your audience analysis one step further? Write with Self-Determination Theory in mind – the idea that your audience of adult learners will be most motivated when three needs are met: Autonomy – the ability to choose and self-direct Competence – the belief that they can succeed Relatedness – a sense of connection to others When we write CME grounded in empathy, real-world context, and a diversity of formats, we’re helping to create more valuable experiences that support each of those needs. And that’s when the learning sticks. If you’d like my audience analysis cheat sheet (the one I use at the start of every project), just drop “Audience” in the comments and I’ll send it your way!

How I Built a 30,000+ LinkedIn Community With a Solid Social Media Plan When I first joined LinkedIn, I thought it was just an online resume—drop a job update, send a quick "Congrats on the promotion," and call it a day. Fast forward to today, I’ve gone from total rookie to coaching others on how to master LinkedIn. The secret? A solid social media marketing plan. If you’re starting from scratch, here are 6 steps to create a plan that works: 1/ Create GOM: Goals, Objectives, Metrics Failing to plan is planning to fail—seriously. Start by setting clear goals aligned with your company’s objectives. Want more visibility? Engagement? Sales? Whatever it is, know your target and how to measure it. ✔️ Prioritize exposure across platforms. ✔️ Don’t shove sales pitches in people’s faces. Instead, nudge them in the right direction with value-driven content. ✔️ Track your progress with metrics to stay on course. 2/ Know your audience or brace for chaos. You can’t sell anything if you don’t know who you’re talking to. ✔️ Research your target market. ✔️ Study your competition—what gaps can you fill? ✔️ Address their pain points, fast. Remember, the internet is full of people looking for solutions. Your job? Be the solution they didn’t know they needed. 3/ Choose the right social platforms. Not every network is created equal. Instagram: Great for product visuals, Stories, and influencers. LinkedIn: Perfect for B2B and professional networking. Twitter: Rapid-fire updates and engaging threads. Pinterest: Ideal for middle-aged women and visual inspiration. Pick 2–3 platforms that match your audience and dominate those spaces. Be consistent—same profile pic, tone, and branding across all accounts. And for heaven’s sake, don’t sound like a robot. 4/ Schedule your life (and posts). Social media success = consistency. ✔️ Use a content calendar to plan posts around key topics and events. ✔️ Experiment with different posting times to find your sweet spot. ✔️ Stick to your schedule, but don’t be afraid to adapt. Pro tip: Holidays and trending events are your friends—use them to stay relevant. 5/ Test, analyze, improve, repeat. Your first plan won’t be perfect, and that’s okay. ✔️ Use analytics tools to monitor performance. ✔️ Test different content formats and posting strategies. ✔️ Tweak your approach based on what works—and scrap what doesn’t. Social media isn’t set-it-and-forget-it; it’s all about learning and evolving. 6/ Automate + engage = gold. Automation tools like Social Champ can save your sanity. ✔️ Schedule posts. ✔️ Track performance. ✔️ Free up time for what matters most—connecting with your audience. But don’t let the bots do all the work. Show up. Reply to comments. Start conversations. People follow people, not just content.

Stop ruining your SEO by chasing tactics without a strategy. If rankings didn’t bring revenue, was it ever real growth? Every blog, every backlink, every optimization should have a purpose. Instead of guessing your way through SEO, build a system that works. Your traffic isn’t built in a day, but every day you execute with intention, You’re creating something bigger than vanity metrics. Here’s how to stop wasting time and start making an impact: The SEO Strategy Principle → Research Before Execution: Know what your audience is searching for before creating content. → Optimize for Conversions, Not Just Clicks: SEO isn’t just about ranking it’s about turning visitors into leads. → Measure What Matters: Stop chasing keyword positions and start tracking actual business impact. The Compounding Growth Model → Quality Over Quantity: One valuable, well-optimized page beats 10 random blog posts. → Build Topical Authority: Google trusts experts. Own your niche with depth, not just keywords. → Update & Improve Continuously: SEO isn’t “set and forget.” The best content evolves. The Long-Term ROI Framework → Set Clear Business Goals: SEO isn’t just about traffic it’s about revenue, leads, and brand authority. → Align SEO with Customer Intent: What problem are they trying to solve? Be the best answer. → Stay Adaptive: Google updates? Algorithm changes? Winners pivot, losers complain. 🚨 2025 is 20% over already… Stop running in circles. Start executing with purpose.