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5 Email Marketing Practices That Don’t Work

Source: Marketing Eye Atlanta

Everyone in the professional world has email. For many companies, it’s their primary avenue of communication. Marketers have been using email marketing campaigns for years, pushing products, events, and anything else they want their audience to engage with. If the majority of people are checking their email every day (most are checking multiple times a day), why aren’t your campaigns working? While it might seem that email marketing as a whole just doesn’t work, but it might just be that your processes are out of date. Engaging with your audience is like a game of chess: it requires a lot of strategy and planning, as well as the flexibility to adapt your approach when things don’t work. Below, we have 5 email marketing practices that don’t work anymore.

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Source: Marketing Eye Atlanta

The Ultimate Guide to Using Twitter for Business Success in 2020

Source: Oberlo

You can use Twitter to find new customers in the next five minutes – for free.

Here’s how:

Start by thinking about the problem your business solves or the happiness your business provides.

Now, put yourself in your customers’ shoes and think about the phrases, keywords, and hashtags they might tweet to express a desire for the very thing you provide.

Then use the search bar – seriously, it’s that simple!

For example, say you run a fashion store, you could search for something like “I need new clothes.”

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Source: Oberlo

How To Leverage Social Media During A Time Of Social Distancing

These are uncertain times for us all and we now live in a world where life seems so different from what we’ve been used to. The reason for this shake up – COVID-19 or Coronavirus.

This week, governments all around the world announced set guidelines that need to be followed in regards to travel, social gatherings and health that include staying home whenever possible, avoiding social gathering of over 10 people, and maintaining a distance of at least six feet from other – all aimed at slowing down the spread of the virus both locally and globally. These guidelines have given rise to new ways of navigating the new reality. Terms like “working from home” and “social distancing” have become the new norm.

For many businesses, isolation is a scary reality but in this digital age we have so much at our fingertips that can equip us to keep our customer engaged and our relationships thriving. Enter social media. Here’s how you can leverage this tool in a time of social distancing:

 

Own Your Social Media Channel

As a business, it is necessary to remember that you can no longer engage with social media as you once used to i.e. once a week. Social media may have been at the back burner before the pandemic, but it must now take center stage in your digital marketing strategy.

Ensure your channels are current and relate to the current environment. Share timely updates that are useful to followers and relate to their current state of mind. Take part in trending conversations that relate your brand as well as participate with happenings on your channels. Make timely use of GIFs, images and videos to educate, connect and entertain your audience.

 

Engage in Online Networking

In a time where face-to-face meetings are no longer possible and networking events are being cancelled to limit contact, virtual relationship building is the way to go. Lucky for us, platforms like LinkedIn allow us to connect and keep the conversations going. The convenience of networking online means that you can do it anywhere and at a time that best suites you.

 

Build an Online Community

In a time of social distancing, there is a high risk of businesses and their consumers losing touch of one another. By building online communities, businesses are able to rally their followers, maintain engagement and ensure they communicate to consumers their value .

Twitter chats, Hashtags, IGTV, Facebook and LinkedIn groups and YouTube channels offer a sense of community and allow meaningful interactions with customers. It is also a great way to receive constructive feedback and hear what is relevant to your target audience in order to improve.

 

Respond to Online Reviews

Managing business reviews is a painstaking, time-consuming process that you can easily fall behind on. However, now with all this time suddenly spent online, there is enough and more hours in the day to respond back to customer reviews that you were previously too busy to address. Appreciate feedback provided. Appropriately handle unsatisfied customers and extinguish any festering displeasure in a timely manner.

These efforts will especially pay off when social distancing is lifted. Consumers may not receive face-to-face reviews about a new product or service to try but by leaving positive reviews of their experience before the pandemic could possibly mean a spike in your online store and a pipeline of quality leads after the pandemic dust settles.

 

Social distancing, while inconvenient is a temporary hinderance that can be overcome. We are now more connected than ever thanks to social media. The key to success during this season is to effectively employ its capabilities to do what we’ve always been doing and do it better.

Why Artificial Intelligence Is the Future of Content Marketing

Source: Curata

In 2015 my marketing agency, PR 20/20, was struggling to create enough content at scale while maintaining quality, a challenge faced by many marketing organizations. At the same time, advancements in marketing AI (artificial intelligence) convinced me that machine-assisted content could be a possibility in the near future.

The big question I couldn’t get out of my mind was: Could my company automate and scale our content marketing activities using marketing AI to create greater value for our clients and efficiency for our business?

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Source: Curata

An Opportunity for SEO as Social Distancing Increases Time Online

Source: Conductor Spotlight

The headlines are grim: Public Life Curtailed as Nations Step Up RestrictionsCorporate America Races to Respond to a Crisis That Upends WorkCoronavirus Closes School for Nearly 30 Million Children in U.S. 2020 is only 11 weeks old, but it feels like it’s already lasted a decade.

The COVID-19 pandemic is upending economies around the world as consumers change their routines to protect themselves from the virus. Some of those changes will be temporary and others will be permanent. But an optimist sees the opportunity in every difficulty, and for enterprising marketers, the changes happening now are an excellent opportunity to refocus our efforts to get ahead of the curve.

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Source: Conductor Spotlight

The Ultimate Guide to Branding

Building an authentic brand will set you apart from competitors. Your brand goes far beyond a unique name and logo; it is ultimately how you would like consumers to perceive your business. As Jeff Bezos said, “Branding is what people say about you when you’re not in the room.” Therefore, it is up to you to develop and upkeep a brand image that positively distinguishes your business from another.

 

Benefits of Branding

There are various benefits of having a well-developed brand. Strong branding can be the primary determining factor for a customer to choose your product over a competitor’s. Ongoing efforts to maintain a positive brand image will assist your business in many ways including:

  • Formation of a brand identity: Creates a personality for your brand. Consumers will be able to associate your product/service with something more than just a name or logo.
  • Improve brand awareness: Consumers will become more familiar with your name, logo, product and service.
  • Improve brand recognition: Consumers will be able to recognise your brand based on cues such as the logo, a jingle or the experience itself.
  • Builds credibility: As well as building awareness, a consistent brand image over time will consolidate the brand’s place in the market, thereby building credibility among consumers and competitors.
  • Generates new customers: A good brand image resonates with its target market. Those that relate with the brand will tend to gravitate towards it and trial its offerings.

 

As an individual, your personality, your appearance and how you communicate, are the aspects forming your unique identity. This can be likened to businesses, for which the integration of similar components forms a brand’s identity. It is the way in which these components are managed, which will either positively or negatively shape your organisation’s image.

 

Steps to Build a Strong Brand:

 

  1. Define your target market:

To build brand recognition and brand awareness, your product or service must resonate with the consumer. Your branding strategy should be targeted toward your business’ target market. To develop your target market, divide a market into segments and focus your marketing efforts on the segment whose needs most closely match your offerings.

 

  1. Create a mission statement:

Once you have defined your target segment, develop a mission statement explaining the purpose of your business with this group in mind. This will clarify the goals and vision underpinning the key values of your business, thereby giving structure and direction to your business’ brand.

 

  1. Identify your business’ unique value proposition

Your brand must have a set of values or offerings that set it apart from competitors. These differentiating factors must be identified, since they make your brand unique from others. By highlighting these factors, consumers are made aware of the benefits they will receive when purchasing your offerings. Consequently, you will be able to build trust and loyalty within your consumers.

 

  1. Develop distinctive visuals

Your brand’s logo will be the face of your business. Ensure your logo is reflective of your brand’s values by mindful use of colours, typography and iconography. This is especially important since consumers will tend to associate the logo with the brand’s overall identity. These visuals must be consistent through all channels of your brand, such as websites, advertising, packaging and social media, since it will construct a more memorable and well-developed brand image.

 

  1. Find your brand voice

Remember I said the way in which individuals communicate has an impact on their unique identity? The same goes for brands. How brands communicate their message to their consumers is a major aspect of brand image. The voice of the brand should connect with the target market in mind since they will not pay attention otherwise. Different voices will appeal to different groups. Build this voice through your social media, e-mail updates and website, so consumers feel as though you are directly communicating with them.

 

  1. Integrate your brand throughout your business:

Now that the foundation of your brand is built, it is finally time to apply it in your operations. Through all functions of business, you must ensure your brand image is consistently incorporated. This in turn will consolidate and reinforce your brand’s identity in the mind of the consumer. Again, ensure coherency between your website, social media, packaging and advertising to build a well-developed brand that consumers cannot ignore.

 

Building a brand goes far beyond a fancy name and logo. It also relates to the human characteristics that brands characterise in the mind of the consumer. To build a strong brand, extensive research of your target market must be completed before learning how to communicate to them. For more information, please contact us here.

The Ultimate Guide to Content Marketing Strategy

We receive meaningless and irrelevant information from companies all the time; most of it landing in our spam folders.

The truth is, traditional advertising methods are becoming less effective by the day. Rather than interrupting customers to get noticed, content marketing attracts customers to the business. Instead of pitching your products or services, you are creating relevant content to your target audience. In doing so, you are building trust and customer conversions.

 

Benefits of Content Marketing

By creating content that is relevant and valuable for the reader, you will develop a clearly defined audience. With the acquisition of this target group, you will be able to drive profitable consumer action through directed marketing and advertising strategy (which we will speak about soon). But first, let’s go over the benefits of content marketing:

 

  • Cost savings: Awareness is built through the development of relevant and informative content rather than the implementation of costly traditional advertising mediums. Creating content is not a costly process, since distributing your content online can be completely free.
  • Acquire better customers: Distributing relevant content can help businesses connect with customers who are best suited to the brand’s offerings. High-quality education will build trust and loyalty over time, as it will reflect your company’s ability to satisfy the needs of the consumer.
  • SEO Optimization: The use of relevant keywords in your content will allow it to rank higher in search engine results. SEO demands content and posting consistent, relevant content to your website will inevitably optimize your search engine rankings.

 

Traditional Marketing and Content Marketing

It is important that you continue your traditional advertising strategy as well. In considering the buying process, we know it is made up of 4 steps; awareness, research, consideration and buying. Content marketing is great when it comes to the first 2 steps:

  1. Awareness: A customer may have an unsatisfied need and are searching the web for a solution to fulfil it. Your content will provide them with the information they are seeking.
  2. Research: Your content may inform these customers of a solution that they otherwise would not have considered. By educating them about your offering, they may consider your service as a potential purchase.

 

Traditional advertising can have an impact on the first two steps; however, it excels in the final 2 stages of the buying process:

 

  1. Consideration: The customer will begin comparing different products from competitors. It is up to advertising to build value in the mind of the consumer.
  2. Buy: The customer buys the product and receives post-purchase services.

 

Steps to Construct a Content Marketing Strategy

 

  1. Know your purpose: Start with a vision and then work toward a plan on how content will help you achieve that vision. Why are you creating the content and how will it provide value for your business?
  2. Define your audience: By clearly defining your target audience, you can develop content that is designed to appeal to them. Research what sites they frequent and what platforms they mostly utilise to get a better understanding of where you should distribute your content.
  3. Brainstorm ideas and create content: Provide content that resonates with your customers. Rather than promoting your brand, the purpose is to write content that benefits the reader. If you are struggling to develop ideas to create content about, research the topics that get the most engagement on other websites (especially likes and shares). While most content will stay relevant for lengthy periods, you should not disregard viral or timely topics. You can present your content in a variety of ways including:
    1. Blogs
    2. Podcasts
    3. Templates
    4. Videos
    5. Books
  4. Publish content and monitor performance: With the aim of exposing your content to as much as your target audience as possible, it is imperative that you distribute it through as many suitable mediums as possible. Also, with a content calendar in place, you will ensure frequent and consistent content is posted to your website.

 

The Importance of Social Media with Content Marketing

Social media is pivotal in amplifying your brand’s reach. As you are attempting to distribute your content to the largest audience possible, you must consider posting your content through additional mediums. Research the primary platforms that your target market is most active on and begin delivering content through these mediums where you know a potential customer may be exposed to it. Sites such as Facebook, Twitter, LinkedIn and Pinterest are the main platforms that should be considered. However, your content may require repurposing to appeal to the audience of the platform in which it is shared.

 

Content marketing provides various benefits that traditional advertising strategies cannot obtain. It supports digital marketing channels through improving SEO and link generation, whilst attracting and retaining a clearly defined audience. The development of suitable and well-constructed content can drive profitable customer action and therefore should not be ignored.

How marketing helps businesses weather economic uncertainty

Source: The Marketing Centre

Introduction

Tried and tested best practice will make the best of whatever economic and political situation a business finds itself in, whether it’s the continued uncertainty around Britain’s future in the EU, the overheating and protectionist tendency of the US market, or the continuing rise of China and India.

In this guide, we’ll outline the marketing activities that will prepare your business for times of economic turmoil. Looking after your customers will ensure they don’t lose confidence in your business and brand. Focusing on your pricing strategy will make it more likely that you will keep them buying from you. Keeping firm control over your positioning, people and brand will help you stay ahead of marketplace challenges. Let’s get started.

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Source: The Marketing Centre

How to build an effective tradeshow marketing strategy

Source: MarketingWeek

With online marketing taking the world by storm, you might forget about the power still held in its offline alternative.

One of those is tradeshow marketing: presenting your company, product or service at industry events. But if you think tradeshows only deliver great returns for specific types of business, you might be wrong.

Tradeshows are a fantastic marketing tactic for any business to improve sales and build relationships.

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Source: MarketingWeek

Content Governance: How to Establish Processes That Drive Great Content

Source: CoSchedule

What does your ideal day at work look like?

Does it involve constant emails and messages, digging through files just to find the right one, and worrying about missed deadlines…

…or is it filled with managing high-performing content and working with a happy marketing team?

If your current situation looks more like the first scenario, you’re missing a key ingredient: content governance. I know it doesn’t sound like a hot, interesting topic, but implementing it will transform the way you work.

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Source: CoSchedule