Use Your Customer’s Voice to Create Powerful Content that Converts

With the use of social media and web access at all-time highs, it’s more important than ever to create powerful content that converts and makes sure that you engage with your customers. With the 2018 marketing trends in mind, leads and potential …

With the use of social media and web access at all-time highs, it’s more important than ever to create powerful content that converts and makes sure that you engage with your customers. With the 2018 marketing trends in mind, leads and potential customers are looking for a personal touch. They want an account of how...

The post Use Your Customer’s Voice to Create Powerful Content that Converts appeared first on Conversion Sciences.

7 Conversion Copywriting Hacks You’ll Wish You Knew About Sooner

Note: The following copywriting tricks are reprinted from the ebook 21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions. You just lost some potential revenue. There goes some more. A poor conversion rate will pick your pocket day after day…

Note: The following copywriting tricks are reprinted from the ebook 21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions. You just lost some potential revenue. There goes some more. A poor conversion rate will pick your pocket day after day. That’s why you’ll love these 7 conversion copywriting hacks. They’re quick and easy. And...

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How to use domain names for marketing

Although many small businesses do just fine with using one domain name, companies of all sizes can certainly benefit from registering multiple domain names as part of their domain name strategy. Having multiple domain names can provide sound marketing opportunities to engage your customers and to help grow your business. Best of all, a domain […]

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Although many small businesses do just fine with using one domain name, companies of all sizes can certainly benefit from registering multiple domain names as part of their domain name strategy. Having multiple domain names can provide sound marketing opportunities to engage your customers and to help grow your business.

Best of all, a domain name is versatile. Depending on the type of marketing campaign you’re running, you have the flexibility to tailor your approach. For example, you can utilize a domain name for something that requires very little investment of your time or money by simply pointing a specific domain name back to your existing website, or redirecting it to your business’s social media page. But if you have more time and/or a larger budget, you can create a campaign-specific landing page or even develop an entirely new website.

Let’s consider some of the following more specific strategies on how to leverage a domain name in your marketing:

Highly targeted campaigns

If you’re thinking of launching a one-off marketing campaign that targets a very specific or distinct audience from your company’s core audience, consider using a different domain name that points to a new landing page. A giveaway, special event, loyalty program, trade show or even a commercial are good examples of when you might want to use a unique domain name and landing page that is separate from your main website.

This option has many benefits. It allows you to:

1. Tailor content specific to your targeted audience.
2. Try creative ideas.
3. Test messaging that’s different from your main “corporate” tone and feel.
4. Easily track your campaign’s results.

Specific products and services

Sometimes it makes sense to “brand” a specific product or service with its own domain name and website. Just look at Coca-Cola, where many of their popular products have their own dedicated websites, such as dietcoke.com, dasani.com and minutemaid.com.

For example, let’s say you’re a realtor and want to showcase a high-end premium property. You could register the actual address (e.g., 123nameofthestreet.com) as a domain name and direct potential buyers back to a targeted landing page that provides property details, photos and/or videos.

Or perhaps you’re an established commercial architectural firm and want to expand into the residential arena. Register a new domain name with that specific market in mind, and leverage it with a new website, social media channels and branded company email. It merits consideration because it may help with any confusion that may arise between your commercial and residential clients.

Getting creative

Marketing can be tough in a heavily saturated market, but here’s the great news…you have many options when it comes to creating a domain name to help boost your efforts, especially in terms of user memorability and search. Consider using a:

1. Particular day — www.blackfridaycardeals.com
2. Season or holiday — www.snowydestinations.com
3. Location — www.bestbakeryinlondon.com
4. Campaign slogan — www.keepdreamingup.net

Need inspiration? Try a domain name suggestion service like NameStudio™. Quick and easy to use, NameStudio helps you brainstorm with ease, providing unique and relevant suggestions that help you stand out from the crowd and resonate with your target audience.

You can try NameStudio here.

Just to recap…

You don’t have to register thousands of domain names to succeed in today’s competitive marketplace. But with a good domain name strategy in place, you can use a few additional domain names to enhance your marketing efforts, which could help create more opportunities to grow your business and keep your existing customers and clients highly engaged.

Any company, product and service names and logos referenced herein are the property of their respective owners and are for identification purposes only. Use of these names and logos does not imply endorsement.

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Attention + intensity: Tips for navigating the new age of media strategy

Contributor Mark Williams says marketers must evolve the metrics they monitor to keep up with the changing media-consumption environment.

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As marketers and brands have seen, the prevalence of digital video has transformed how consumers access media and content.

Essentially, video is not the future, it’s the “now”.

According to Cisco, global IP video traffic will represent 82 percent of all consumer internet traffic by 2021, up from 73 percent in 2016. Consumers no longer want to read about a brand  — they want to visualize it.

In 2018 and beyond, we’ll see a big shift from before, when advertisers were looking to buy reach and frequency with traditional media, to now, where advertisers will want to capitalize on intensity through the maximum amount of reach and frequency. In a post-pivot-to-video world, it’s time to change your video and media strategy, especially how you measure it.

To tackle all of the changes and innovations in media and digital marketing within the past few years, and especially to gear you up for the further integration of video, here are three tips for navigating the new age of media strategy.

1. Measure your audience with intensity

Rethink your approach to measurement. It’s not just about clicks and views. Viewability and reach are no longer the main indicators of success because they don’t measure how an audience is connecting with the content.

Instead, track deeper actions. Update your key performance indicators (KPIs) with different engagement metrics, such as watch time, engagements, earned metrics and follower acquisition, to track whether or not your intended audience actually viewed your message and reacted to it.

Watch time is one of the most valuable metrics to track in order to gauge whether or not audiences are actually watching your content. It’s also the most important factor for platform algorithms. If you track minutes watched, retention rate and the average percentage of those who watched through, you’ll have a better idea of how you are captivating the audience’s attention, and at what level of intensity.

Tracking engagements (e.g., likes, shares and comments) is also a key indicator of your strategy’s performance. Engagements and engagement rates indicate that fans are making a decision beyond simply watching your content. If they’re sharing, starting up a conversation, or compelled by a call to action from the content, you can measure the intensity with which your audience is consuming the material.

Also, be sure to watch your follower/subscriber acquisition. Growing a fan base is essential to the marketing efforts of advertisers, and it is important to identify what content brings in new followers so that you can focus your content strategy to consider these insights.

2. Rethink content strategy: Transform ads + make content relevant

Given the prevalence of ad blockers, it’s clear that interruptive advertising doesn’t work anymore. Instead, we’re seeing high performance through integrated brand messages. To do this, make your content relevant to your consumer.

Embed your campaign initiatives into publisher sites through partnerships to make for a smoother and natural integration of your advertising.

Consider integrating with influencers. Research conducted by Fullscreen (my employer) and MediaScience found that the percentage of viewers who would recommend a brand after watching a branded video from an influencer was 13 percent higher than the percentage for a TV ad.

Test different content strategies to see what resonates best with your audience, and for a more specific segmented analysis, A/B test different interest sets and demographics to inform your marketing plan.

3. Tailor by platform

To keep your marketing strategy specific and efficient, optimize content and advertising to reflect the platform. Utilize metadata by making campaigns that align with proper titling and tagging across all of your platforms. Keep your branding design consistent to ensure that your content is distinguishable. Ensure that your creative is designed for the specific tech specs of the platform where it will live.

Gone are the days of the one-size-fits-all approach. Facebook creative must be treated differently from Snapchat and so on. Perhaps most importantly, the creative must feel endemic to the platform — which explains why repurposed television commercials have some of the lowest engagement metrics.

Identify and maintain a consistent publishing schedule that is tailored to times when platforms reach the highest number of eyes, not only to maximize viewership and engagement but also to help consumers know when to expect your content.

Further, aim to promote circular traffic: Utilize the platforms through their available interactive elements so that you can cross-promote across all channels.

When tailoring your content for specific platforms, you also want to pay attention to how the platform is accessed.

Take a look at the platform functions, according to recent data from each platform and Statista, YouTube is accessed 50 percent of the time on mobile, whereas Facebook is at 95.1 percent and Instagram is at 100 percent.

This means that when creating content for YouTube, you should pay equal attention to mobile and desktop access, whereas Facebook and Instagram should lean more heavily toward mobile usage.

In closing

You’ll want to keep these three tips at the forefront of your digital marketing and content strategy so that you quickly adapt your brand to the changing video and media environments of today.

Remember, the overarching difference in paid media targeting online versus traditional targeting is the more refined, specific targeting of individuals, which ultimately leads to higher attention and intensity, as well as greater returns.

With all of these advancements, online media has many new metrics which you absolutely must utilize to expand your reach and retention far beyond that of traditional paid media.

The post Attention + intensity: Tips for navigating the new age of media strategy appeared first on Marketing Land.

Beyond keywords: What really matters in SEO content

Going beyond keywords to write high-quality content that attracts new customers and is SEO-friendly is the way to go, says contributor Jessica Foster. Here she shares eight ways to create content that satisfies people and engines.

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Just when we thought the saying “Content is king” was gone for good, there it goes showing its sneaky little face again in the search engine optimization (SEO) world.

Bearing in mind also that “Content is queen,” it appears that content is, in fact, pretty danged important — so important that a new sub-industry has squeezed its way into the search engine world: SEO content writing.

Otherwise referred to as “SEO copywriting,” SEO content writing has a bad reputation for being chock-full of keywords and little else. Though this may be more of a stereotype than reality, there is something to be said for going beyond keywords to write high-quality content that attracts new customers AND is SEO-friendly.

What’s the deal with ‘high-quality’ content?

The focus is typically on “high-quality” content — a term that becomes more subjective by the minute. It leads to questions like

  • What really makes SEO content “high-quality?”
  • Is it measurable?
  • More importantly, can it be recreated again and again?

The standard formula of:

 

 

 

[Read the full article on Search Engine Land.]

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A tactical guide to creating emotional connections with your customers

Anxiety. Relief. Pain. Desire. Frustration. We’ve been talking a lot about emotion lately. And for data-driven marketers, it’s easy to…Read blog postabout:A tactical guide to creating emotional connections with your customers
The post A tactical guid…

Anxiety. Relief. Pain. Desire. Frustration. We’ve been talking a lot about emotion lately. And for data-driven marketers, it’s easy to...Read blog postabout:A tactical guide to creating emotional connections with your customers

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9 marketing trends you should track in 2018

“Growth marketing” has become mainstream. Experimentation is revolutionizing organizational culture and breaking down internal silos. Testing is bridging sales, marketing,…Read blog postabout:9 marketing trends you should track in 2018
Th…

“Growth marketing” has become mainstream. Experimentation is revolutionizing organizational culture and breaking down internal silos. Testing is bridging sales, marketing,...Read blog postabout:9 marketing trends you should track in 2018

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