Like it or not, a big shift is happening in online marketing. 

People expect faster responses. The immediacy of AI-driven tools means users often favor platforms that provide quick answers, reducing the patience for navigating multiple search results or sifting through lengthy articles.

There’s a growing comfort level with AI as a source of information. Users are more willing to accept AI-generated content, often viewing it as reliable, especially for general inquiries or simple tasks.

Users have increasingly gravitated towards conversational AI for information retrieval. Many prefer the interactive, dialogue-based format of chatbots, as it feels more engaging and personalized compared to traditional search engines.

A big shift that most haven’t noticed yet but, for the reasons mentioned above, people are using chatGPT to recommend local businesses.

Curious how that works? Me too, so we tested it out for a client and used this prompt:
Can you recommend the top plumbers in Boca Raton?

Here’s the response:

Here are some of the top plumbers in Boca Raton, known for their reliable service and customer satisfaction:

1. Mr. Rooter Plumbing of Palm Beach County – Offers a range of plumbing services and has a solid reputation for quality work.
2. Ez Care Plumbing Repair & Services – Known for excellent customer service and quick responses to plumbing issues.
3. Handyman Services Inc. – Provides a variety of services, including plumbing, and is appreciated for their versatility.
4. Petrillo’s Plumbing – Offers both residential and commercial plumbing services, handling everything from small repairs to major renovations.
5. Payless Plumbing LLC – Focuses on delivering high-quality service at competitive prices, ensuring customer satisfaction.

For more detailed information, customer reviews, and to request quotes, you can visit platforms like Porch and Boca Guide

…End of Response

It’s a good list of results but you will notice that there is no contact information so I followed up with another prompt: what is the contact information for Mr. Rooter Plumbing of Palm Beach County? And of course it was provided.  

We also tried another prompt: Can you recommend the top 10 plumbers in Boca Raton and include their location and contact information? And of course all the information was provided. 

This made me more curious. Where is the information coming from and how can companies rank on chatGPT answers? Well, who better to ask than chatGPT, duh.

PROMPT: People are now doing searches for local business recommendations on chatGPT. How can I get my clients’ company to rank in chatGPT queries?

Here’s the exact response I got from chatGPT:

To get your company featured in local business recommendations on platforms like ChatGPT, focus on improving your online presence and ensuring your business information is optimized across digital channels. Here are some strategies:

1. Improve Online Reviews and Presence: ChatGPT’s recommendations often draw from high-authority sites like Google, Yelp, and business-specific directories. Encourage satisfied customers to leave reviews and respond to feedback, showing engagement and reliability.
2. Optimize for Local SEO: Ensure your website and business listings include targeted local keywords (e.g., “Best plumber in Boca Raton”). Use consistent NAP (Name, Address, Phone) information across your website, Google My Business, and other directory listings. This consistency signals legitimacy and relevance.
3. Claim and Optimize Google My Business (GMB): Google My Business is critical for local searches. Complete your profile fully with hours, photos, services, and customer reviews. The higher your GMB ranking, the more likely ChatGPT is to recommend your business, especially if it shows up in local “3-pack” search results on Google Maps.
4. Engage in Content Marketing: Regularly publish content related to your industry that highlights your expertise and local relevance, such as blog posts or social media updates on projects or testimonials. This content increases visibility and helps ChatGPT identify your business as a local authority.
5. Earn Backlinks from Reputable Local Sources: Listings and backlinks from respected local websites (like local chambers of commerce or industry publications) help boost your credibility and ranking for local queries.

By enhancing these areas, you can improve your online authority and, over time, increase the chances of your business being featured in local recommendations on AI platforms.

…End of Response

Well that was a somewhat unsatisfying response. It’s basically relying on Google and other similar Google algorithm factors. I guess I was hoping for some magical discovery.

This will make it even more difficult for businesses to be found. ChatGPT gives about 5 results unless you prompt it for more which most people won’t do. Forget about it if you don’t rank in the top 10. This may change but that’s where it’s at now.

I looked into this further and found this…

In a recent press release from Gartner predicted, “By 2028, brands’ organic search traffic will decrease by 50% or more as consumers embrace generative AI-powered search.” 

For now, we recommend continuing the same SEO practices to get to the top of Google.

The Gartner survey of 263 consumers between July and August of 2023 found 53% of consumers believe the current state of social media has decayed compared to either the prior year or to five years ago. The top reasons for this perceived decline were the spread of misinformation, toxic user bases, and the prevalence of bots. Concern about the impact of anticipated GenAI use in social media is high: over 7 in 10 consumers agree that greater integration of GenAI into social media will harm user experience.

“Social media remains the top investment channel for digital marketing, but consumers are actively trying to limit their use,” said Emily Weiss, Senior Principal Researcher in the Gartner Marketing Practice. “A significant slice says that, compared to a few years ago, they are sharing less of their own lives and content. As the nature of social media use and the experience of the platforms changes, CMOs must refocus their customer acquisition and loyalty retention strategies in response.”

Other Gartner predictions to help marketers respond to the changing landscape in 2024 and beyond include:

By 2027, 20% of brands will lean into positioning and differentiation based on the absence of AI in their business and products.

A Gartner survey of 305 consumers in May 2023 found 72% of consumers believe AI-based content generators could spread false or misleading information. In addition, a Gartner survey of 320 consumers in February 2023 found consumers’ perception that AI-powered experiences and capabilities are better than humans is eroding. 

“Mistrust and lack of confidence in AI’s abilities will drive some consumers to seek out AI-free brands and interactions,” said Weiss. “A subsection of brands will shun AI and prioritize more human positioning. This ‘acoustic’ concept will be leveraged to distance brands from perceptions of AI-powered businesses as impersonal and homogeneous.”

Brands today face a new reality:

• Traditional advertising no longer captivates consumers as it once did. 
• Google baseline ad cost went up 13% in the last year even when you’re not bidding against competitors
• With shorter attention spans and greater control over the media they consume, customers now tune out the usual noise. I’m sure many have noticed that TV doesn’t hold the attention of most young people. They might be in a room with a Television but only look up from the phone if something like a sound or unusual event happens on the TV.
• To truly connect, brands need creativity and relevance at every touchpoint. 
• Today’s consumers can spot cheap advertising tactics from a mile away—they expect authenticity and storytelling. 

In short, you can’t just pour money into ads and expect returns; engaging customers now requires a thoughtful, creative approach.

The whole influencer approach to marketing has become hit and miss. It still works for some companies but the current trend seems to be leaning towards micro-influencers. People are trusting them more than some of the hi-paid influencers as consumers are feeling that those people will say anything they are told to say for a price. Trust in micro-influencers will likely fade as well.

Building a trusted brand is your best shot.

Building trust has always been the foundation of effective branding and now it is even more vital.

• While attention may be fleeting, trust is lasting—and it drives powerful, word-of-mouth growth. 
• In a world where ads often go unnoticed, trust becomes a brand’s strongest lever for growth. 
• Achieving this trust means delivering consistent, positive experiences across every brand interaction, from social media and web design to customer support. 
• Consistency is key: when people recognize your brand, they should connect it with the same values and emotions each time. 
• By meeting their expectations repeatedly, you create familiarity and trust that translate into organic exposure, repeat purchases, loyalty, and referrals.”

In the post-advertising era, the focus should be on building trust through intentional design across all brand touchpoints. But how do you earn that trust?

1. Give value for free.
2. Give away the majority of the value and sell the implementation or solution and build a long term relationship that will provide long term profits.

Good design boosts your bottom line.

Many business owners underestimate the financial impact of design, viewing it as a “nice-to-have” rather than a growth driver. But thoughtfully designed brands generate more revenue.

Design unlocks growth in two key ways:

1. Increasing revenue by boosting brand awareness, conversion rates, and customer lifetime value through better engagement.
   • Strategic design makes your brand more appealing, usable, and memorable, shortening sales cycles.
   • Things like amazing lead magnets, enticing landing pages, and intuitive website architecture demonstrate expertise and credibility, leading to higher conversions.
   • Good design builds trust and affinity, securing repeat purchases and referrals for sustainable growth.
2. Reducing costs by streamlining systems, multiplying team output, and cutting waste.
   • Investing upfront in solutions like brand style guides, design automation tools, and consistent web layouts massively amplifies the productivity of in-house and external teams.
   • This cuts costs by reducing project timelines, eliminating duplicative work, and multiplying output.

In summary, strategic design unlocks immense growth potential by boosting sales and reducing marketing costs. Businesses need to take design seriously as a critical growth driver in the post-advertising era.

The key takeaways are:

1. It has become much harder to get Advertising ROI. 
2. Good design adds to the long-term bottom line by building brand trust and recognition.

It is time for a Brand Audit?

Take our quiz to receive valuable feedback on key areas such as Current Branding, Design Strategy, Marketing Channels, and more to boost your brand’s visibility through strategic design.

When marketing teams run high-budget Google Ads campaigns, every percent in conversion improvement translates into measurable gains. Whether you’re aiming to bring in new clients, increase leads, or boost sales, a well-optimized Google Ads conversion rate can make all the difference. Here’s a comprehensive guide to help you make the most of your ad budget.

What is a Conversion Rate?

The conversion rate is the percentage of users who complete a desired action on your website, such as filling out a form, calling, or making a purchase, out of the total number of users who clicked your ad. It’s an essential metric for understanding the effectiveness of your campaigns.

What is a Good Google Ad Conversion Rate?

Conversion rates vary widely by industry, but typically, a rate above 5% is considered strong for Google Ads. However, elite performance can often reach 10% or higher, depending on the market and competitive landscape. 

How to Calculate Conversion Rates

Knowing your conversion rate allows you to understand the performance of your campaigns and pinpoint potential for improvement.

1. Set up conversion tracking in your Google Ads account to measure completed actions on your website.
2. Gather your metrics – specifically, the number of completed conversions and the number of clicks on your ads.

Conversion Rate Formula

How to Set Conversion Rate Goals

Before diving into CRO tactics, set realistic goals based on current data. Aiming for incremental improvements over time can yield substantial results. To set achievable goals:

1. Analyze historical data and industry benchmarks.
2. Focus on incremental gains – an increase from 5% to 6% may not sound significant, but it’s actually a 20% increase in conversions.
3. Prioritize high-intent audiences – ensure your campaigns are targeting users likely to convert.

Key KPIs to Measure and Optimize

1. Click-Through Rate (CTR): Higher CTR often correlates with more relevant ads and keywords.
2. Cost per Conversion (CPC): Lowering your CPC without reducing quality leads can improve ROI.
3. Conversion Value: Calculate the average revenue per conversion to assess overall profitability.
4. Bounce Rate on Landing Pages: High bounce rates indicate that visitors aren’t engaging with your content.
5. Time on Page and Engagement Metrics: A lower engagement often signals a need for a better-targeted landing page.

Expert Tips on Increasing Your Google Ad Conversions

1. Understand where the leak is
   Google ads will let you know whether your ad performance is low, average or above average. They have made it pretty easy to fix any problems there. What happens after they click on your ad and go to your website or landing page? What percentage of visitors are taking the action that you want them to. This is usually where the problem is. The best advice is to only offer 1 or 2 possible actions for them to take. If they start browsing around your website, you will likely lose them no matter how nice your website is. There are exceptions but it’s just the reality today.
   
   Don’t have your ads clicking through to your website. Make a specific landing page that is optimized to do all the selling for you and give visitors only one action to take. There are many things you can test out to see what works best for you. Use tools like Hotjar to see how visitors are interacting with the pages and look for any problems that you can fix. 
2. Optimize Landing Pages for Google Ad Conversions
   Google Ads can drive traffic, but a dedicated landing page converts more effectively than sending visitors to a general website.For instance, one of our clients, a private college, was running ads that initially converted at 5.2%. After analyzing visitor behaviour, we identified that users were clicking away from the primary goal of filling out a form or calling for an appointment to explore other parts of the website.

   We didn’t think they should pay to have people browse their website so we recommended creating a streamlined, visually engaging landing page focused on conversions.

   It answered all the typical questions that people ask. As a result, their conversion rate surged to 11.4% – more than double their previous performance.

   The campaigns has converted up to 15.83% depending on the season.

   This has reduced the CPC from $3.89 to $1.91 per click and delivered far more prospects without increasing ad spend!

3. Use Clear and Compelling Calls-to-Action (CTAs)
   Ensure your CTA matches the visitor’s intent and stands out on the page. Use action-oriented language that inspires urgency, like “Get Your Free Quote Today!” or “Reserve Your Spot.”
4. A/B Test Ads and Landing Pages
   Continuously test variations of your ads and landing pages to discover what resonates best with your audience. Test one element at a time, such as headlines, images, or CTA buttons, to accurately gauge their impact.
5. Utilize Remarketing to Re-engage Visitors
   Remarketing ads target users who visited your website but didn’t convert. These ads reinforce your brand and can encourage users to return and complete the desired action.
6. Leverage Audience Segmentation
   Target ads based on specific demographics, interests, and behaviors. This way, you’ll deliver relevant messaging to distinct audience segments, increasing the likelihood of conversion.
7. Improve Page Load Speed
   A delay of even one second in page loading can significantly impact conversions. Work with your development team to ensure your landing page loads quickly across all devices.

Example Table: The Power of Conversion Rate Optimization

One key takeaway is that it’s easier and more cost-effective to increase your conversion rate than to drive more traffic.

Here’s a quick breakdown showing how many new customers can be generated from the same 5,000 monthly visitors at different Google Ad conversion rates:

As you can see, doubling the conversion rate can quadruple the number of new customers, without increasing ad spend or traffic.

Final Thoughts

Improving your conversion rate on Google Ads requires a focused, data-driven approach. By implementing the right strategies and continually optimizing based on insights, you can maximize the ROI of your ad campaigns and drive substantial growth.

Whether you’re looking to refine an existing campaign or launch a new one, Oceanone Design’s team of CRO specialists is here to help with customized strategies designed for high-impact results.

Digital marketing isn’t just about pretty graphics or clever copy. It’s about charting a course with precision, intention, and clear objectives. 

Sometimes there are roadblocks and you have to take an alternate route and maybe the timeline changes but you can still get to your destination.

The Compass of Success: Setting MEANINGFUL Goals

Goals aren’t just buzzwords—they’re your strategic North Star. But not all goals are created equal. Vague aspirations like “get more clients” or “increase visibility” are a start but you need to set goals that have teeth, goals that bite into your business’s potential.

Measurable: Numbers Don’t Lie

If you can’t measure it, did it even happen? Key Performance Indicators (KPIs) are your best friends. Want to increase website conversions? Great. By how much? From 2% to 5%? From 50 leads to 100 leads per month? Specific numbers transform wishful thinking into actionable strategy.

Timely: The Deadline Difference

Without a timeline, goals become wishful daydreams. “Someday” is marketing purgatory. Whether it’s a quarterly objective or an annual target, set a hard deadline. This creates urgency, focuses your team, and provides a clear finish line to sprint towards.

The OCEANONE Approach: Strategic Goal Crafting

Here’s a peek behind our curtain. When we work with a client, goal setting isn’t a checkbox—it’s a deep dive into your business’s DNA.

1. Business Objectives Alignment: Your marketing goals must directly support your broader business objectives. Growing revenue? Launching a new product? Entering a new market? Your digital marketing goals are the bridge between vision and execution.
2. Audience-Centric Targeting: Generic goals are for generic brands. We help you set goals that speak directly to your ideal customer’s journey, pain points, and aspirations.
3. Adaptive Strategy: The digital landscape evolves faster than a chameleon at a color-changing convention. Your goals should be robust yet flexible, allowing for strategic pivots based on real-time data and market shifts.

The Data-Driven Difference

Here’s a truth bomb: Data is the new oil, and goals are your drilling strategy.

Modern digital marketing gives us an unprecedented ability to track, measure, and optimize. Every click, every scroll, every conversion tells a story. But without clear goals, it’s just noise. With goals, it becomes a symphony of strategic insights.

Real-World Example

Imagine a company wanting to “improve social media presence.” Yawn. At OCEANONE, we’d reframe that to: “Increase LinkedIn engagement by 40% within six months, focusing on thought leadership content that drives qualified B2B leads.”

See the difference? That’s not just a goal. That’s a mission.

Brand Consistency: The Unsung Hero of Goal Achievement

While pursuing your goals, never lose sight of your brand’s core message. Your digital marketing should feel like a natural extension of your brand’s voice, not a disjointed collection of tactics.

Every campaign, every piece of content should whisper (or sometimes shout) your unique value proposition.

The OCEANONE Promise

We don’t just set goals. We architect pathways to achievement. Our team doesn’t see digital marketing as a service—we see it as a strategic partnership committed to your success.

FAQs

How often should we review our marketing goals?
Regular reviews, such as quarterly assessments, help ensure that goals remain aligned with business objectives and market conditions.

Can OCEANONE Design assist with content creation?
Yes, we offer content creation services tailored to your target audience and marketing goals.

What metrics should we track to measure goal achievement?
Key performance indicators (KPIs) such as lead conversion rates, website traffic, and customer engagement levels are essential metrics to monitor.

How do we align marketing goals with sales objectives?
Collaboration between marketing and sales teams is crucial. Regular meetings and shared KPIs can help ensure alignment.

One Final Piece of Advice

Don’t go at it alone. The digital marketing landscape is complex, ever-changing, and nuanced. Sometimes, you need a seasoned navigator—someone who’s charted these waters before.

We can help.

Ready to transform your digital marketing from a random walk to a strategic sprint? Let’s talk. OCEANONE Design: Where Goals Meet Execution.

Manufacturers are increasingly recognizing the importance of B2B digital marketing to stay competitive and drive growth. However, one question often arises: “What percentage of revenue should we allocate to these efforts?” While there’s no one-size-fits-all answer, industry data and best practices can provide valuable guidance.

Understanding the Baseline

Generally, B2B companies spend about 8-11% of their total revenue on marketing overall. However, the manufacturing industry tends to be more conservative, with an average marketing spend of about 3.75% of revenue. This lower percentage is often due to the nature of B2B relationships in manufacturing, which may rely more on long-term partnerships and less on constant marketing efforts.

The Digital Marketing Slice

Within the overall marketing budget, approximately 50% is typically allocated to digital marketing efforts. For manufacturers looking to stay competitive in the digital landscape, this translates to roughly 2-5% of total revenue being directed towards B2B digital marketing.

Breaking Down the Digital Marketing Budget

When it comes to allocating your digital marketing budget, consider the following breakdown:

1. Content Strategy and Development: 40-50% This includes creating valuable content that addresses your customers’ pain points and showcases your expertise.
2. Ad Spend: 30-40% Paid advertising can help you reach new prospects and retarget interested leads.
3. Other Activities: 20-30% This covers areas such as social media management, email marketing, and CRM initiatives.

Factors to Consider

While the 2-5% guideline is a good starting point, several factors may influence your specific budget:

• Company Size and Growth Stage: Smaller or newer manufacturers might need to invest a higher percentage to build awareness and market share.
• Competitive Landscape: A highly competitive market may require increased spending to stand out.
• Marketing Goals: Aggressive growth targets will likely necessitate a larger budget compared to maintaining current market position.

A Data-Driven Approach

To optimize your B2B digital marketing spend, consider the following approach:

1. Start with a baseline of 2-5% of revenue, keeping in mind the manufacturing industry average.
2. Track key performance metrics such as Customer Acquisition Cost (CAC), Return on Ad Spend (ROAS), and conversion rates.
3. Regularly review and adjust your budget based on performance data. Increase investment in high-performing channels and reduce spend on underperforming initiatives.
4. Continuously optimize your marketing mix to ensure efficient use of your budget.

Because of the typically long sales cycles in B2B marketing, it can be challenging to measure metrics like ROAS. A prospect that sees your ad today may not become a client for a year.  It happens. Adhere to your branding but being open to adapting your strategy is important. Be willing to experiment and “think outside the box”.

Key Takeaways

While allocating 2-5% of revenue to B2B digital marketing is a solid starting point for manufacturers, the key to success lies in a flexible, data-driven approach. By regularly assessing the impact of your digital marketing efforts and adjusting your strategy accordingly, you can determine the optimal budget allocation for your specific needs and maximize your return on investment.

In B2B digital marketing, it’s not just about how much you spend, but how effectively you use your budget to reach and engage your target audience.