To stand out among the cluttered crowd, any marketer could stand to take a few content marketing tips. It’s a no-brainer. Because if you’re a marketer, you already know the benefits of content marketing. It improves brand awareness, creates loyalty with customers, and it generates traffic in a cinch.
Marketers have seen how successful content marketing can be for their business. So now everybody’s doing it. As they should be. It’s a smart strategy that has proven to pay off.
But the industry is currently facing saturation and fatigue issues. Research shows that 70% of B2B marketers are creating more content than they were the year before. And 54% of them are having problems producing content that engages the reader.
Nobody wants to have a customer base frustrated by a glut of content. It’s even worse if they’re mad at the content not being good enough. So how do you avoid these issues? Here are a few content marketing tips that can help.
Content Marketing Tips
- Don’t Forget Who Your Audience Is – Depending on the situation, this could apply to a wide variety of different issues. Maybe the content has gotten too filled with insider jargon and you need to simplify it a bit. Or perhaps you haven’t reached out to your customers to see what questions they might have about the product. That’s a problem. Because not only are you keeping them uninformed, you’re also missing out on content that could potentially generate a lot of traffic.
- Repurpose Your Content – Remember that awesome article you wrote a few years back that got a lot of hits? Why not go back to it in a different way? Take the information from there and turn it into a graph. Quote the content on social media and then provide a link to it. You could even it in order to connect with a completely new audience.
- Use Social Media as a Gateway – Using social media to reach out to your customers directly is great for leading them to your content. But you have to know how to use each platform. Are you using relevant hashtags on Instagram? That improves outreach. What about Twitter, do put images in your tweets? Because tweets with images receive more clicks and ‘Likes’ than those without. Getting people to stop on these platforms for a second increases visibility and makes engagement all the more possible.
|No comments||This entry was posted by EIC Social Media Team on January 11, 2017 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
There are a lot of brands that exist in the travel industry. And a wide range of different niches has been created throughout. Online travel agencies and aggregators make booking a flight as easy as possible. Bloggers share their experiences that inspire their readers to explore like they do. And the airlines themselves make sure all of this is possible by getting their customers from point A to point B.
Overall, the travel industry is booming. According to Smart Insights, Sales have seen a 6% increase this year. But a big blind spot among within this industry seems to be how they approach digital marketing.
The Travel Industry Fails at Creating Brand Loyalty
For an industry that’s mastered e-commerce in such a profound way, the flaws of their digital marketing are confusing. Customers use the product, but they aren’t engaged and consequently have no brand loyalty. Additionally, the programs that reward customer loyalty have been in decline since 2012. The lack of brand loyalty even effects the most high-end airlines. Think With Google recently found that only 14% of leisure travelers book the airline that came to mind when they started their research.
A smarter digital marketing approach would improve brand loyalty. Companies that have a blogging presence see greater success. It’s a boon for generating site traffic. If more travel companies embrace blogging as a legitimate platform, they would see their loyalty rise.
What the Travel Industry Gets Wrong With Email Marketing
A recent study conducted by the IBM Marketing Cloud ranked different industries based on their email marketing. Of the 18 industries, travel was ranked 12th overall. Their unique open rate is only at 22.7%. IBM points to a high frequency of sending emails for this low percentage. Too many travel companies send multiple emails per day. This requires time to open and can be annoying for customers. Implementing a less invasive strategy would better keep a customer’s attention.
While the travel industry continues to grow, a savvier marketing plan needs to be put in place. Without one, the conundrum of increased sales growth despite porous brand loyalty will worsen.
|No comments||This entry was posted by EIC Social Media Team on January 4, 2017 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
If your brand is not using personalized marketing, you’re leaving money on the table. Customers want a more intimate approach on all platforms. They appreciate being given an experience that feels tailor-made for them.
Marketing calls for staying on message. However, explaining your message needs to be altered depending on the individual. Specifying this through a personalized email or web page helps extend your message to more people. If you do not use personalized marketing, get better acquainted with it.
What Data Does for Personalized Marketing
Customers continue looking for a better experience. They are willing to give up data in order to do so. Research from the “State of the Connected Consumer” shows that more than half of all customers surveyed would gladly give a trusted company more data. They would do so in order to get more custom discounts and recommendations that meet their needs.
Interestingly, customers are now accustomed to this type of marketing. They not only expect it but approve of companies sending personalized offers based on items they’ve already purchased. In fact, they get frustrated with content that has nothing to do with their interests.
What Marketers Think of Personalized Marketing
According to DynamicYield, 94% of in-house marketers believe website personalization is critical to current and future success. However, 72% say they don’t know how to do this. They either lack the technology or don’t know how to translate the data. Not knowing what to do with the data given to you kills a lot of potential revenue.
Are you using a customer’s first name when sending an email? Are you using purchase history to show your customer items they might like? How about paying attention to the time when your customer typically goes to your site? Take these questions into consideration. It’s all part of personalization. And it’s what makes customers actually pay attention to your emails.
The benefits of personalized marketing are just too good to avoid. Customers react positively to this strategy because it has their best interests in mind. Incorporating it into your customer outreach will strengthen your relationship with them.
|No comments||This entry was posted by EIC Social Media Team on December 28, 2016 at 11:00 am, and is filed under Marketing Data. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Video marketing remains the most effective aspect of a broader content plan. It continues getting recognition as a winning platform. All the major companies see video marketing as a surefire way to connect with consumers. The medium is engaging, and it seamlessly converts viewers into paying customers.
Many marketers, however, are missing out. They are still unsure how to navigate the landscape. Acknowledging a hot trend is good, but not being able to capitalize on it accomplishes nothing. Mishandling a business’ video marketing can be avoided. To help you get started, here are a few guidelines for you to follow.
The More Videos, the Better
The average company produces 11 videos a year. Large companies produce even more. Data such as this would suggest new video content should be generated roughly once a month. Content that’s great obviously takes time. But a steady volume is needed for a brand’s visibility to stay afloat.
Using Advanced Analytics to Track Growth Helps Your Video Marketing
According to study from VidYard, nearly a quarter of businesses who were asked say they do not know what their return on investment (ROI) is for marketing. This is directly linked to not using advanced analytics. Those who do use advanced analytics are twice as likely to say their ROI is better and will then increase their video budget.
Personalizing Content Might Be as Good as Going Viral
A viral video has the potential to put a company on the map. But there’s so much unpredictability in what will stick. More and more companies have started using personalized video content to get their message across. The personalized approach has improved the ROI for 58% of the companies that use them. This is an effective approach with far less risk to it than trying to produce a viral video.
Success in the video marketing department takes a lot of work. Companies need to produce good content at an efficient rate, do their homework and know their audience. If they are not able to do each of these things, they will inevitably fail.
|No comments||This entry was posted by EIC Social Media Team on December 21, 2016 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
A brand’s success online depends largely on how good their social marketing is. Companies continue their social outreach because of this. Engaging with customers through social marketing has been proven to work. 890 million people use Facebook every day. The potential for visibility is just too high to pass on. But there are pitfalls.
Social media can be used for businesses in a wide variety of ways. Whether it’s getting more eyes on a product with ads on Facebook, or gaining followers, a smartly organized online presence is very fruitful. In order for social marketing to work, however, tactfulness in engagement is necessary. The benefits of succeeding in this sector are too high to pass up on. Therefore, attention has to be paid to striking the right tone.
Stay on Topic With Social Marketing
What pays dividends in terms of reach is knowing how to best articulate a message. Each post needs to be relevant. Any deviation from the underlying theme can be jarring for a customer. And the target audience must also be considered.
Consider Length, Timing, and Volume
The average headline for a Facebook ad is 5 words. This means brevity works best in this world. It takes skill fitting a message into these requirements. But being concise pays off. And knowing the right time to post also helps convey said message. Peak times tend to range from 1 to 6PM.
Additionally, it’s important to not overuse social marketing. When a user posts too much, engagement drops. The same goes for any brand or company. A cap on daily posts varies depending on the social media platform being used. Twitter allows the most leeway here, and anything over 5 posts per day is not suggested.
To navigate the ins and outs of social marketing competently, brands and companies need to have a good strategy. If a social media account is not handled properly, then it squanders the potential to reach millions of customers.
|No comments||This entry was posted by EIC Social Media Team on December 14, 2016 at 11:00 am, and is filed under Branding. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
The benefits to cross-promotion have been well documented by now. The approach saves time and money that creates exposure to a completely new audience. Partnerships of this kind are beneficial to companies, writers, and personalities alike. Furthering reach is a challenging feat for any of those entities to accomplish, help is sometimes needed. Think of it like when two superheroes join forces to save the world.
But before you go putting on your cross-promotion capes, fully assess how to get the most out of the partnership. In order to have the symbiosis needed to benefit both parties, a good amount of homework should be done.
Proper Incentive Is Necessary
Both parties in a cross-promotion partnership need to pull their own weight. This means that size should be comparable. If one company is considerably smaller than the other, it needs to have a good grasp on an enviable market that the bigger one doesn’t. Otherwise, it would be considered a waste of time for the bigger company to work with them.
Don’t Step Too Far Out of Your Comfort Zone With Cross-Promotion
Yes, cross-promotion is intended to outreach a base of customers who were otherwise not paying attention. But there still needs to be an overlap in identity and reputation. With the wrong partner that doesn’t fit your image, it could wind up being a waste of time. This is what needs careful consideration.
Those looking to cross-promote need to align themselves with an entity that speaks the same language, but to different people. It’s a worthwhile challenge to take on. Bloggers looking to write a guest post on another blog has to consider which one best curates like-minded writers. And YouTubers have to find other personalities with sensibilities similar to theirs. The same goes for companies.
Cross-promotion executed correctly doesn’t just open up roads, it creates them. Finding the right collaborator, however, is more challenging than you’d think. Choose wisely.
|No comments||This entry was posted by EIC Social Media Team on December 7, 2016 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
With the emergence of digital, online, and mobile devices, the advertising world has dramatically changed over the years. However, the goal has not changed. Advertising campaigns will always be a means to sell different products and services. With that in mind, here are a few principles you should follow to create successful, engaging campaigns.
Research, Research, Research
You not only have to believe in what you are selling, but you also have to become intimate with the finer details of a product or service. Doing your research makes you confident about a specific project. It also helps you generate ideas. If you want to sell, then discover the strengths of your product. Finding out one small, interesting fact can be the driving force behind your campaign.
While you may believe in your product, customers are a completely different story. Some research is required to understand their wants and needs. More importantly, it is needed if you want some idea of how they are going to react to a product. Focus groups can help you with this task.
Having a test group grants you direct contact to your target audience. This gives you a chance to see what they like about the product, if they care about it, or if they feel like it appeals to them. These insights will help you craft campaigns that appeal to your audience.
Branding Your Advertising Campaigns
A brand means something. It distinguishes a product from others and cements its identity in the minds of consumers. That last part is crucial to advertising. A brand set the tone and personality of a product, which resonates with a consumer. Consider if your campaign fits your product’s brand. If it does, you’ll have an easier time connecting with customers.
Your product is not the only one in its field. You have competitors. Consider their place in the market, and how they advertise. Look at their strengths and weaknesses, and compare them to your product. Once you have done that extensive research, show the world why your product is better than theirs.
|No comments||This entry was posted by EIC Social Media Team on November 30, 2016 at 11:00 am, and is filed under Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Search engine optimization (SEO) is a complex field. Websites like Google and Bing are constantly changing their respective algorithms to accommodate new technology and fight against those who wish to manipulate their system. At the same time, marketers are also trying to find ways to appease a search engines rules, which ultimately gives their websites a better position online. However, this is no easy task. That’s why we have a few tips for elevating your search marketing.
Make it Mobile Friendly
When it comes to search engines, users are always number one. Websites that rank well often give the best user experience, and build their websites to accommodate the newest technology. Right now, mobile devices are what everyone is using.
If you are building a new website for your company or brand, you have to remember to make it responsive. A responsive website is able to determine what device a user is viewing their content from, whether it is a mobile phone or tablet. This makes it easy for a majority of users, who are accessing your web page on the go.
Search Marketing for Social Media Sites
The future is now and social media sites are a hub for people to hang out and have conversations online. It is also another area where marketers need to focus their search marketing efforts. People will go to Facebook or Twitter before a major search engine to find something. And from their social account, they are able to share a piece of content once they find it. If you are able to study user habits on social media, you will be able to generate the type of content they are looking for.
Remember the Basics
While certain techniques can become old within a matter of days, some search engines techniques still work. Here is a list of small techniques you should implement when creating new content:
- Create short URLs with keywords.
- Add social media sharing buttons.
- Writing eye-catching title tags with keywords.
- Writing your own meta descriptions.
- Add images to your blog post and website.
Remember to follow these tips in order to make your search marketing efforts worthwhile.
|No comments||This entry was posted by EIC Social Media Team on November 23, 2016 at 11:00 am, and is filed under SEO. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
There is one thing an advertiser must never forget – the CTA. Otherwise known as a call-to-action, the CTA is statement motivating your audience to act and buy your products or service. It’s simple and effective, giving your customers the push they need to act on their desires. A clever marketing campaign knows exactly how to implement their CTAs.
The Ever-Evolving CTA
Once the world introduced digital marketing, everything changed, including CTAs. You have to account for new platforms like social media sites and the tools that they give you. In this vast digital world, there are several ways to implement your CTA. Here are a few that might work for your next marketing campaign.
- Using Pop-ups and Slide-ins – Internet users want to get to their destination as quickly as possible. That means that they do not want to click through several pages to get what they need. This is annoying and will quickly lead to them abandoning your website. Using pop-ups and slide-in allows your users to act while still being on the same page of your website.
- Giving Your CTA Higher Real Estate – Everything is better at the top of a web page. Your CTA can be more effective depending on where you place it, and if it goes at the top, you will see better results. This kind of placement also makes it one of the first things people see when they visit your website. If it is noticeable, more people will interact with it.
- More Than One CTA – There is a reason that marketers focus on demographics. It is because different groups have different wants and needs. If you are going to appeal to multiple groups on your website, then create multiple CTAs that appeal to each. Mix them up by having the CTAs lead to different parts of your website, or to a sign up for a certain service you offer. Stick to 2 or 3 at most, otherwise, your web page becomes crowded and unattractive.
|No comments||This entry was posted by EIC Social Media Team on November 16, 2016 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Advertising has changed over the years. With the introduction of the internet, social media, and mobile devices, companies are finding new and creative ways to promote their message. However, despite the many advancements that technology has brought to the advertising world, measuring its success is still one of the hardest things to do. If your company has invested in content marketing, then are several ways in which you can use metrics to measure your investment.
There are several tools used in the digital age to measure your investment. For content marketing, some of the most important tools revolve around engagement. This concerns how well your audience is paying attention and interacting with your ads. The standard requires you follow clicks and page view, but you can do so much more with the tools available at your disposal.
Are people finishing your content? Do they scroll past it without even looking? Do they come back to experience your content for the second time? These are the things you need to discover in order to see if your marketing efforts are working.
Comparing Marketing Methods
Spending your money wisely is important when it comes to advertising. You don’t want to waste your investment by using the wrong techniques. So, compare your tactics. Find out if the money you are spending on one method is worth the returns in views. Which works better, organic traffic or paid traffic? You find out and once you do, spend your money on what works.
Content to Sales Metrics
Above all other metrics, the greatest measure of your content is sales. Track your campaigns start and finish. In between that time, see how your products or services are selling on the market. Is there a correlation? Distribute surveys to your customers to see if your ads had any impact on their decision to buy your products or services. A confirmation like this will help you create successful advertisements in the future.
|No comments||This entry was posted by EIC Social Media Team on November 9, 2016 at 11:00 am, and is filed under Content. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|