Do you sometimes feel like you post content to your social media platforms or your website and you are spinning your wheels? We have all been there, done that. In today’s quick “Jus the facts” world we live in, content marketing is more important than ever. If you feel you post and post and nothing is happening with engagement from your customers or prospective marketing base you are trying to target, here are some pointers that may help you turn things around.
1. Your Content is Not Relevant to your prospect’s needs
Every one of your prospects and customers is different. They have their own wants and needs. They are at various stages of interacting with you as a brand, they are looking for different things, they will be convinced and put off by different things. It is impossible to create one message and make it relevant to your whole audience. Try personalizing your content based on customer desires using a combination of explicit (form filled data) and implicit (calculated data). This should be across every channel not just email.
2. Your Content is Not Timely
Sadly, we now live in a “I want it now!” world. Unless you are retired and even that does not mean much today, we just don’t have the time for anything. In our busy day, we take about 15 minutes of that to get and find the things we need. We do it on our terms when it suits us. No matter what I’m looking for, I need to get the basic content to answer my questions when I need it. I do not want to have to wait for a week to get a call back, I do not want to wait until the right email is sent to me as part of your newsletter program. Try using inbound channels to personalize the experience for your visitors. Whether you are using the web to serve up relevant products, FAQs, or contact information, or if it is serving push notifications through your app, or you are using social media platforms, make the experience relevant for the user when they are engaged. Aim to trigger your results immediately so that your users do not have to wait.
3. Your Content is Not on the Right Channel
Think about your mobile phone. You’ve got email, text message instant messaging, phone calls, apps. You probably use each of these for different things. At the same time, if you were to ask an older relative, they would use them differently than you do. Ask a younger relative, and they are likely to use them differently still. And all of this is context based. I personally wouldn’t want my bank to start a Facebook Messenger conversation with me, and I wouldn’t want my friends to send me emails when they have a trivial question. Everyone uses different communication channels differently. Yet as marketers, we tend to think simply of cost. Ask people which channels they want to receive information through and adapt accordingly. You can do either as part of the email sign up process or later down the line.
4. Your Content is Not Consistent
As a loyal customer, if I had to go all the way back to square one when I know you have information about me, I’m going to get frustrated quickly. We’ve all had the experience of being handed around at a call center. (Oh those dreaded computer voices of push one for this and two for that) We’ve also likely had a similar experience where we’ve called in, and they know exactly who you are, your history with the company, and are able to assist you immediately. Having a one-off campaign that is relevant to the individual isn’t enough, it needs to be consistent across every campaign on every social platform you are engaging with. Rather than creating ad hoc campaigns in a manual “throw it on the wall and see if it sticks” process, try using software which allows you to collect data on who your customers and prospects and see what they are interested in, what they want to receive, on which social platform or your website, how often, and allow it to do the heavy lifting for you. It simply is not possible to do all of this and stay consistent to all of your audiences through manual work. You again will be back spinning your wheels.
FDMC Digital Media LLC
I deep dived into a recent article that I found sooo true about video and SEO (Search Engine Optimization). I wanted to share some key points that we too implement with our clients. (They have to do their part but we at least put the tools in place for them) Everyone wants to know the secret to getting their company’s website to rank on the 1st page of Google. While this is a great goal to hit and everyone wants “their” website to be #1, a lot of things need to happen and the fact that Google themselves constantly change their way of using SEO, the battle is sadly always ongoing. What most of us in the biz of branding consulting do agree with is that video and it’s use thereof is really what can push your content-website up the rankings because video works! Video makes up 76% of all internet traffic, and despite the fact that there are more videos out there than ever, HubSpot states that, “43% of people want to see even more video content online”. In short, if you’re not creating video content then you’re missing out. Here’s why you should be taking advantage of the SEO benefits of video in 2018.
Your customers love Video and Google does too
Google gives higher priority to websites using videos over those only using text. In fact, having a video on your company’s landing page makes it 53% more likely to appear on page 1 of Google SERPs (Search Engine Results Pages). Simply put, video is a great way to increase your SEO, because people love to watch videos and Google bots love to crawl them. Sites with video content are also far more likely to rank for competitive keywords, which increases your chances of appearing in a search made by your target audience. A study by Forbes shows that, “65% of business decision-makers will visit a website after viewing a branded video.” Making it pretty clear that relevant and good quality video content can dramatically improve your site’s SEO by driving, not just people, but the right people to your homepage.
Video Improves your UX
User experience (UX) is crucial when it comes to the success of your website. Think of UX as the online equivalent of customer service. If your customers are happy with the service, they are more likely to visit again. If your UX is good people will stay, and return to, your website increasing their chances of buying your product. Having a video on your site increases customer engagement. People prefer watching a video than reading text as we process visual content much faster than written information. This makes videos important to improving the user experience. If your product has lots of complicated features, for example complex technical machinery, it’s tough to explain just using text. If people don’t understand how your product works, then how can you expect them to buy it? By adding video, you can make people understand your product easily and accurately. Improving your UX also leads to improved SEO, as there is a correlation between these two aspects. When users are more engaged with your site, Google sees this as a sign that your website contains high quality content. This helps to get you higher search engine rankings.
Improve your SEO with a sharable video
Video sharing is another way to improve your SEO and expand your reach further, as most people will share a video that they’ve watched with their friends online. Video is the easiest content to spread on social media. Sharing is the 1st step to going viral, and that’s every online marketer’s dream! Make sure that you only produce good quality videos, a bad video ruins your credibility and a high bounce rate will lower your search engine ranking. Before you start your video project, always ask yourself, “Would I like to watch/share this?” If the answer is no, then it may be time to start your project again.
Those Tags, Descriptions, and Titles
Having good quality video content will help to boost your SEO, but don’t forget to make your video SEO friendly too. The title and the description of your video are both important elements that can affect your search engine rankings. Your video title should be SEO friendly but also clickable, remember the title needs to be interesting enough to make people want to watch your video. Your title should ideally have at least 5 or more words including a keyword that you want to rank for. This can also get you more watches on YouTube, spreading your reach even further. The video description is also really important. That’s because Google’s spiders can’t read videos. They rely entirely on the description you give to find out what your video is about. Rather than just throwing a few random words in the description box, try to describe the video content in plenty of detail. This information tells Google, as well as your customers, exactly what your video is about.
According to a interesting article I recently read in eMarketer, Facebook is losing younger users at an even faster pace than previously expected. To me this was really no surprise as Facebook has aged and young people don't think it's "Cool" to be on the same social platform as "Mom and Dad." While the social media platform was able to count on Instagram to retain that younger audience in the past, Snapchat may now be siphoning away more users. This year, for the first time, less than half of US internet users ages 12 to 17 will use Facebook via any device at least once per month.
Facebook is still adding monthly users overall, but older age groups are mainly responsible for this. The number of total Facebook users in the US will reach 169.5 million this year, up just under 1% from 2017. Meanwhile, Facebook’s proportion of social network users accessing the platform will continue to decline over the forecast period. As for advertisers who use Facebook for their reach, Demographics and what their brand is trying to reach will obviously come into play and this may hurt Facebook's revenue scheme. Minerals are now a borderline fraction of Facebook's total users as older adults find Facebook a nice way to stay in touch with family and friends.
In 2018, the number of US Facebook users ages 11 and younger will decline by 9.3%. Additionally, the number of users ages 12 to 17 and 18 to 24 will decrease by 5.6% and 5.8%, respectively. This is the first time eMarketer has predicted a decline in the number of US Facebook users in those age groups. Facebook will lose 2 million users ages 24 and younger this year, eMarketer estimates. But not all of those users are migrating to Instagram. For example, eMarketer predicts Instagram will add 1.6 million users ages 24 and younger. Snapchat, meanwhile, will add 1.9 million users in that age group.
Snapchat will continue to have more users ages 12 to 24 compared with that of Instagram. However, Instagram overall is still bigger in the US than Snapchat. The number of Instagram users will total 104.7 million in 2018, up 13.1% year over year. Snapchat, meanwhile, will see its user base increase by 9.3% to 86.5 million. The article supports what most advertisers and social users have been knowing and tracking for sometime.
Young people like social hang-outs that make them cool and when Mom and Dad get on those same platforms or even any older adults (advertisers excluded) they bail quickly and move on to some other app that parents don't know about yet, are unfamiliar with how to use it, or just don't want to bother because they know they would look awkward being there in the first place. Facebook was that in it's infancy but we see how growing up can be tough.
We work a lot with digital marketing and much of that is with smaller businesses. The digital marketing stream is not reserved for large businesses necessarily. Regardless of size, what you sell or offer for a service or your competition’s budget, digital branding and advertising in today’s world is a must for growth and brand awareness. Here are some quick reasons that I recently read about that I want to share with you why digital marketing is the best way to go and why you should budget for it.
1. Digital Marketing Costs Less
Traditional marketing campaigns, including print and television, are more costly because of the needed expensive resources and the difficulty of really tracking your ROI (return on investment) Digital marketing uses targeted research and analytics to quickly determine which approaches are working well and which aren’t worth the cost or resources. So, most digital marketing channels tend to be less costly from the start. Due to the research you typically do get what you pay for and that is results!
2. Small Businesses Really Can Be More Competitive
Digital marketing closes much of the gap between large, medium, and small companies because it avails each level with many of the same resources. While big companies with larger budgets will be able to spend more on digital advertising, SMBs will get more opportunities to compete, improve brand awareness, and build an audience using the same resources the big boys do.
3. ROI Measures Program Results
ROI asks the question, “What kind of results do my programs deliver?” While at times it is not the easiest marketing measurement to figure out, the final product is greatly valuable to measuring success or failure. Single attribution (first touch/last touch) is the method used by nearly half of marketing teams. This method acknowledges the theory that it takes an average of seven touches to convert a cold lead to a sale, and puts the highest value on the first or last touch. When it comes to traditional marketing, it is much more difficult to measure the ROI of a print ad than it is to measure that of a digital ad, because the audience of a print ad is so much broader. With digital marketing, which can target specific audiences, it is easier to determine which advertising campaign led to which sale.
4.The A/B Testing Strategy
One of digital marketing’s best allowances is the ability for a company to experiment with almost every aspect of a marketing campaign. The A/B Testing (what works in one campaign verses what did not work in another) The results are available much faster. With fine tuning, simple changes can be tracked and used to target customers more effectively. For example, testing can be used to better engage a target audience, improve CTRs, (click through rates) help drive buyers through their journey and more.
5. Increased Engagement
Did you know many people don’t even own desktop computers anymore? Mobile Marketing opens up a whole world of opportunities for increased engagement, from creating a more personalized user experience to reaching new users. A recent study by the company Global Index, showed more than 80% of internet users own a smartphone, and 90% of that time was spent on their smartphone apps. Mobile marketing encompasses it all. From email and social ad design to SEO to branded apps. It will allow you to reach users in their most native environment.
6. Analytics And Your Digital Campaign
Measuring digital analytics helps companies make informed decisions about where to invest their resources, improving efficiency. Gathering numbers for traditional marketing channels is a manual process, while most digital platforms, including social media and marketing automation, have built-in analytics dashboards with all of the data automatically available. View reports on dashboards for easy visuals, and map the customer journey, measuring performance metrics at each step.
7. Email Marketing Still Communicates Best
A good digital marketing strategy should cater to the audience’s preferences. Most people prefer to hear from brands via email, making a strong case for an engaging email marketing strategy. Email marketing puts targeted messaging right in front of customers and potential customers. When automated, trigger emails can even be sent automatically based on customer activity, further personalizing interactions.
8. Social Media Builds Trust
A referral from a friend instantly makes a company seem more trustworthy to potential customers. Digital advertising leverages social media to make “likes” and other online reviews visible to friends of customers. Recommendations make a company stand out from the competition, automatically building trust.
9. SEO Puts Your Brand Where The Audience Can Find It
Everyone uses Google. In fact, 81% of B2B purchase cycles begin with a web search. That may be why search engine optimization (SEO) has the best ROI of any digital marketing channel. For a company to be seen on Google, it must show up on the search engine’s first page. A solid SEO strategy is used to improve a company’s Google ranking.
I found the above tips very useful and many of these, we always suggest to our clients depending on their needs.