7 of the Most Effective Marketing Techniques

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Content marketing is king because it’s such an effective sales and marketing tool. If you think all your content marketing strategy needs to include is a good blog schedule, you’re wrong. And, you’re missing out on some great opportunities. Here are seven effective ways to use your content to drive results.

1. Segment Your Prospects

Now it’s easier than ever to try to cherry pick your prospects using strategic demographic micro targeting. By segmenting your target market into specific groups, you are better able to deliver highly effective, targeted content and convert the kinds of leads you want.

2. Implement The Pillar-Cluster Model

I know, the name makes it sound like it’s going to be complicated, but it’s not really. The Pillar-Cluster Model is a great way to make sure your site has good SEO. Search engines may get confused by all of the individual content pieces shared on your website. This means your content is competing against each other rather than working with each other. This Hubspot graphic illustrates the problem perfectly:

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Search engines want to see overarching themes and how your individual content pieces connect with these themes:

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To implement the Pillar-Cluster Model, start by deciding what your four or five cluster topic pillars need to be. Then create a single pillar page for each that provides a high-level overview of a topic and hyperlinks to cluster pages that address the topic’s subtopics. This signals to Google that your pillar page is an authority on the topic. An added bonus? When your pillar page ranks higher, so do your cluster pages.

3. Develop A Podcast

Online audio content is gaining in popularity and is a good lead generator. If you’re going to take the time to create a podcast, make sure it’s informative and entertaining or no one will listen to it.

4. Implement Social Media PR Campaigns

If you’re still just placing your PR on news outlet publications, you’re missing a huge audience on social media. In fact, your prospects spend more time on social media now than ever before. You need to deliver content that will perform well on both social media platforms and publications. Know the audience and provide what they want.

5.  Build Your E-Mail Subscriptions

The data tells us it takes about six to eight touch points to generate a qualified lead. By getting prospects to subscribe to your e-mails, you’re building an interested audience for your content and hopefully a list of hot prospects. Make sure what you e-mail your list of subscribers is relevant and of interest so prospects will be actively engaged and keep reading each time they hear from you.

 6. Resend Popular Posts

Take a look at your blog views and see which ones are pulling the highest. Pick a few of the best performing ones and republish them with some new information added. This helps you build on your organic traffic and conversions these posts are already generating.

7. Conduct A/B Testing

The only way you’ll know which copy, ad, design, etc. works the best to generate leads is to conduct A/B testing. My blog has a few posts about A/B testing on it if you need a refresher. In general A/B testing enables you to test two variables – like two different headlines or two different calls to action – and see which one performs better.

These seven marketing techniques are sure to help you finish the last half of 2019 strong.

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Eight Ways to Optimize Your Landing Pages to Drive Long-Term Lead Generation

SocialMediaMarketingIn marketing we often fall prey to instant markers of a campaign’s success. However, studies show that when done correctly, the content we create today may still be working to generate leads for months and years to come!

Think long-term on the content you create. It shouldn’t only address your current campaign goals. It should also address a broader message that will resonate with prospects for some time to come. You want to generate organic search traffic because it’s the strongest source for leads that are about seven-times more likely to convert to a sale. When prospects find your content via a search, you have a captive audience. Follow SEO best practices, and organic searches will help you generate leads by doing very little.

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However, no message is effective unless it can be found – even long after you’ve stopped promoting it in your e-mail campaigns, on social media, and in your calls to action. Make sure you optimize your content for search engines.  Here are eight ways you can be sure you’re building landing pages that offer long-term lead generation. I don’t go into a lot of technical detail, but anyone handling your website and lead generation should be very familiar with this information.

  1. Your Page Title Should be Short and Keyword Optimized

Your page title is considered the most important element for any on-page SEO. It is where you describe your web page so search engines find it. It is displayed at the top of your browser – usually only the first 60 characters show, so keep it short.

  1. The URL You Use for Your Landing Page Matters

Next in importance is the URL you use for your landing page because it helps share even more information with search engines about your content. Most search engines only show about 65 characters in the URL portion – and some of these will be for your domain name.

  1. Your Heading Tag Should Match Your Page

It’s important to make sure search engine visitors can figure out exactly what you’re offering on your landing page very quickly, before they lose interest and bounce back. Creating a heading that closely matches your page title helps increase your ranking and number of click throughs.

  1. Your Meta Description Must be Clear and Direct

Your meta description is where you describe what is on the page. It’s where you influence prospects to click on your search result. Make it to the point, including a summary of what they’ll see. You don’t want to lose their interest. The more clicks, the higher your Google ranking, which leads to more clicks.

  1. You Need to Optimize Your Images

Search engines can’t easily scan images, but you can still use them to help your page rank for certain keywords. Often search engines take clues about what an image contains from its file name and the alt text you provide.

  1. Test Your Landing Page for Rich Snippets

Rich snippets enhance search engine result listings and give searchers more information on your content. Google offers a free testing tool that will scan your page and let you see what it could look like in search results. For more information on rich snippets, you can read this 2018 post.

  1. Create Forms With as Few Fields as Possible

Most landing pages have forms to capture prospects’ information in exchange for content, a discount, etc. Forms serve a crucial function, but prospects don’t like filling them out – especially if they are long. If they are too long, prospects will leave your page.

  1. Design Your Landing Page So Prospects Link Back to It

To get the highest search ranking, search engines check to see if Internet users are vouching for your landing page by linking back to it from a blog post, e-mail or social media.

By implementing these eight tips, you will be able to create very effective landing pages that bump your position in search engines now and well into the future. This enables you to generate leads well beyond your launch of new campaigns.

 

 

How the Leading E-Mail Innovations Help Marketers

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email-buttonE-mail remains a prominent player for marketers to drive both revenue and engagement. As this medium has seen significant developments and dollars invested in technology, marketers are wise to keep pace and not rely on the status quo for their e-mail marketing efforts. E-mail must play a central role in your marketing.

E-mail drives data, and we marketers know that’s key. The more we can learn about our prospects and communicate with them in meaningful and ongoing ways the better it is for not only getting a sale but also for forming a trust relationship. E-mail is about so much more than just sending a message to a prospect or an existing customer. It’s what marketers do with the data gathered and the e-mail platform capabilities that drives real results.

One of the primary obstacles of using e-mail marketing that I see is a lack of real dedication or buy-in to the e-mail initiatives. Without dedicating the proper amount of time, human and financial resources to your e-mail strategy, it’s likely not to perform well, or worse, fail completely. Just as the e-mail platforms must continue to innovate in the technology they provide, we marketers must also continue to innovate in how we use e-mail to market to our prospects and customers. We must think about what our prospects want to hear, what they need to hear, and how we need to say it.

By viewing your e-mail tactics not as single deployments but rather part of a comprehensive whole, you’re beginning to set the stage for success. How can e-mail be part of your marketing whole? Each component must compliment the other as well as feed this circular marketing message – from e-mail to website to YouTube to Twitter, etc. – the message must be consistent and well orchestrated to tell a story across platforms in a compelling and cohesive way. Push the limits of how you define e-mail and how you use it. Innovate!

To provide you with a little inspiration, here are some e-mail examples I like because of their simplicity. They each do a good job communicating a clear message, offer specific and highly visible calls to action, provide a few opportunities to click for info, and stay true to their brand image.

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Trends in Digital Marketing for 2019

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The new year is all about connectivity, and those who embrace it will thrive in the increasingly more digital world. Here are some opportunities I think will be leading the way in 2019.

 

Connected TV Will Continue Its Rise

Connected TV (CTV) found its momentum in 2018 with viewership steadily increasing and projected to reach 190 million users in 2019 while traditional cable continues to decline. According to Extreme Reach, the growth of CTV doubled in 2018 versus the previous year. And, it overtook mobile, which accounted for 30 percent of video ad impressions. CTV enables televisions to connect to the Internet, opening up a world of content not before available through traditional TV viewing. This translates into unparalleled reach and better targeting for marketers.

Instagram TV Will Take On YouTube

In 2018 Instagram set out to disrupt the video market by launching its own YouTube competitor called Instagram TV (IGTV). In the past, Instagram stories were only viewable for 24 hours, and videos could only be one minute. With IGTV, this is no longer the case, and marketers and Instagram users are taking notice. Marketers are seeing the potential IGTV brings to engage with prospects in a meaningful and highly targeted way. Video content is still a powerful tool in 2019.

Artificial Intelligence Will Become More Pervasive

Marketers can’t beat the enhanced analytics AI provides, so it’s no wonder more and more marketers are using AI to plan and execute their campaigns. According to Salesforce, 51 percent of marketing leaders are already using AI in some form, and more than a quarter will begin using AI technology in 2019. With increased usage, we can expect to see improvements in this technology over time. Chatbots are a great example. Powered by AI automation, bots are reshaping the way customers interact with brands and shape the customer experience by answering queries and providing online assistance.

Augmented Reality Advertising Will Get Real

One of the most prevalent obstacles of online shopping is customers can’t personally engage with the product by touching it, trying it on, etc. Augmented reality (AR) technology solves this problem. Furniture brands like IKEA use AR so online shoppers can visualize what the furniture will look like in their homes, and makeup chains such as Sephora enable online shoppers to test products on themselves using an uploaded selfie. Consumers are opting to buy online now more than ever, so AR is going to become increasingly more important and more sophisticated.

Voice Advertising Will Enhance Customization

Currently, millions of people use voice devices to ask for information, make a phone call, text, or easily place orders — and advertisers are starting to take notice. According to Com Score, an estimated 50 percent of all searches will be conducted through voice by 2020. You can see the opportunity this technology provides to develop creative voice campaigns that use jingles or recognizable influencer voices targeted to your prospects. And, unlike text queries, which tend to be short, voice-activated searches provide marketers with greater context to more effectively tailor the message to the target audience’s needs and preferences.

Be On The Look Out For Visual Searches

This technology is just beginning to take off. A visual search enables a consumer to take a photo of a desired product with their smartphone and then locate the item (or one similar to it) in a store. Home Depot and Urban Outfitters are just two examples of brands using this technology. And, platforms like Pinterest, Bing and Google have rolled out search functions that enable users to locate items inspired by objects in the real world.

I am excited by these technologies and the possibilities they offer marketers in 2019. Don’t be afraid to try something new and take full advantage of all of the new ways we have to reach prospects. Happy New Year!

 

Demographics Don’t Gauge Your Target Market’s Mood – Why That Matters

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Unknown-1In a climate ripe with data gathering and advanced analytics, the mood of our prospects isn’t often considered. We’ve come so far since the early days of advertising, yet in many ways we still rely on the yesteryear approach to marketing. Think about how we price advertising, which is archaic when you consider it’s best to buy ads one at a time based on analytic analysis. Equally outdated is the basic premise of demographics – a practice that begun in the 1920s – and it’s enduring focus on greater segmentation and third-party data collection with disregard to how we consume media in today’s economy.

In all of our advances, we seem to have missed the boat. Social media is the closest we’ve come to hitting the mark. Only in that arena do we realize that we have the means to speak to our prospects in real time. But, that’s where we tend to stop. We don’t acknowledge that that means we can advertise to prospects frequently, optimizing campaigns around prospects’ given moods.

If You Want a Personal Connection With Prospects, You Can’t Discount Mood

Much (if not all) of our segmenting is hard fact centered; we never consider mood. Yet, we increasingly want to use our technological advances to make a more meaningful, personal connection. It seems counterintuitive, and I’m not alone in this thinking.

We should be putting more emphasis on prospects’ given mood and optimizing from that vantage point. Media buys would then be adjusted to the content that speaks to the prospects’ moods, using real-time reactions. Traditional, long-held demographic segmenting practices alone will not get us where we want to go. We have to dig deeper and consider the moods of our prospects to reach them in a meaningful way.

Is Amazon the Next Great Advertising Platform?

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Amazon continues to experience spectacular growth in advertising revenues, so it’s worth it for marketers to look into this option. Now, that task is even easier. Last week Amazon released its inaugural 2019 Advertising Forecast, which published the results of a survey of 681 digital marketers and advertisers to better understand the challenges and opportunities that Amazon advertising products present.

Here are highlights from the report that I think are worth sharing.

44 percent of Amazon advertisers plan to add campaign automation tools in 2019. While the report shows that currently larger companies with revenue greater than $25 million are using Amazon ad automation tools more so than smaller businesses (under $10 million), both categories are equal in their intentions to use automation tools in 2019.

The tools they intend to use include ones from Kenshoo, Splitly, Sellics, Seller Labs, Prestozon, Pacvue, PPC Scope, Helium 10, Adlucent, Jungle Scout and Ignite, as well as proprietary tools.

Marketers will benefit from keeping top of mind thatAmazon purchases are “bottom of funnel,” which means shoppers log on with a specific purchase in mind. There’s an opportunity to capture some market with “similar products” with an Amazon ad that Kenshoo supports.

Recognizing the potential on Amazon, there are an increasing number of tools being developed specifically for Amazon to help marketers. For example, Teikametrics offers a retail optimization platform that optimizes Amazon search term bids, product keywords and other search parameters, and also supports the deployment of Sponsored Brand ads. Teikametrics takes advantage of the fact Amazon is often both the inventory advertiser as well as the order fulfillment center. Using this tool, sellers can zero in on important metrics like how many ads to run if inventory is low, or whether it is better to increase advertising or lower prices.

As Amazon continues to invest in its advertising offerings, marketers are looking for tools that will enable them to effectively scale and automate their campaign management. Amazon’s 2019 Advertising Forecast signals there is a substantial opportunity for new tools to help marketers do just that and that we’ll likely see ongoing innovation in this area as vendors work to meet growing marketer demand.