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.|
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.|
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.|
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.|
If you are a small business, you try to find every way to help your company succeed. A big part of that involves putting some of your efforts towards marketing. However, marketing is big field, and you may need some help finding success. We have a few suggestions for how you can gain new customers. The first is to know your audience, but the most important suggestion that we have is to follow trends in your industry.
Why Trends Are Important for Small Business
Trends are a great indicator of what people are interested in. They inspire how to target your marketing to your customers. However, you have to consistently follow trends in your industry. They change every day, and some trends may not be as relevant as they once were. Once you discover what your customers are interested, you can develop great marketing campaigns, which will eventually grow your business.
You need a source to monitor the latest trends. The best one available is Google Trends. They show you insights on what people are searching for, topics of interest, and a rank of the latest stories trending. You can even narrow down your search for topics in your industry.
Here is how you can use trends to your advantage. First, you need to develop your marketing quickly. Like we said before, trends change every day. If you implement a trend into your marketing fast, you will see better rewards. People engage and relate to advertisement that they are familiar with.
Another way to use trends is by relating popular topics to your industry. If you run a blog, talk about how it impacts your industry and how your customers can benefit from it. They will see your company as a resource for everything that involves your industry. This will bring more customers to your business, as they trust your knowledge.
|No comments||This entry was posted by EIC Social Media Team on October 26, 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 marketing agency needs to have the trust of brands they work with. That’s tough to do in the modern business world where companies are used to everyone being out for themselves. So how can you make sure that the brands you deal with day in and day out know you are in their corner? Here are 5 secrets to gaining trust in marketing.
Be a Brand Advocate
Do you want to convince a brand that you are behind them 100%? Be a brand advocate. Take every opportunity to praise the partnership, and show that you really understand and believe in the values and mission of the companies you support.
Put the Team First
Rather than making an effort to prove to the brands you work with that you are a marketing genius, bring your team and theirs together, and show that you are happy to share the limelight. When a brand knows that you’re not out for personal glory, that makes trust come easier.
Be Willing to Make Sacrifices
Do you want to prove to the client that you are putting their company first? Sometimes it means doing what is best for your client, even ahead of your own interests. While such an action may not be advantageous to you in the short term, the long-term benefits of proving your loyalty are worth it.
Honesty — The Best Policy to Gaining Trust in Marketing
Always be upfront and honest with the client. If at the end of the day, you have followed through on your promises, you are now in a very small group of people who actually live up to their word. People want to work with companies that deliver and are always reliable.
Help Clients Stay Ahead
You probably see most brands spending their time putting out fires. In part, this comes from a lack of communication. Help your clients stay ahead of issues by communicating well. If you think a factor hasn’t been considered, present the idea before just agreeing to do things the way the client asks, getting paid, and then telling them later that there was a better way.
When an agency follows these 5 steps, clients know where they stand, and gaining trust in marketing leads to long-term business relationships.
|No comments||This entry was posted by EIC Social Media Team on September 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.|
The scope of content marketing is continuing to grow from year to year. The amount of content being created and posted every day is astonishing. The adage that content is king is not going away anytime soon.
The Content Marketing Facts You Need to Know
However, a few things about this form of marketing may surprise you. Here are 5:
- Quality Is Hard to Come By – The more we do content marketing, the more we see the importance of quality content. One survey revealed that unfortunately today 63% of companies feel like quality is their primary challenge. It’s amazing that brands continue to find it difficult to produce quality content.
- The Top Content Mediums Are Blogs and Social – We’re constantly trying to come up with new ways to deliver content, but blogs and social media content still rise to the top, especially when to come to B2B marketing. Maybe 2016 will be the year we find something better, but blogging is a solid way to boost SEO and to position your brand as an authority. Plus, it gives you something to post or link to on social.
- Content and Business Goals Don’t Match Up – Surveys show that the number one goal for most businesses is branding, but only 4 in 10 responders listed branding as the top priority for content marketing. If a company’s goal is branding, and content marketing is the number one way to communicate with consumers, why is branding not the primary content objective?
- Content Is Being Developed In-House – Why do 1 in 3 marketing departments continue to do their own content development and editing? Maybe it’s because there are so many bad content companies and freelancers out there. The key is finding the right source for content.
- Tech Options Are Unsatisfactory – Most marketers still feel that available tech options are not keeping up sufficiently. For example, automation software and social listening tech fail to live up to the expectations of many marketers.
If your brand is dealing with some of these issues, at least you know now that you are not alone.
|No comments||This entry was posted by EIC Social Media Team on June 29, 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.|
Many say that marketers have their own language. We certainly do love adopting terminology, and with how fast the industry changes, the jargon can change just as quickly. The only downside is that it can lead to confusion if we are not all on the same page about what certain terms mean. We’re going to look at and clarify a few important marketing terms.
What Is the Difference Between the Marketing Terms Predictive and Segment Targeting?
Predictive targeting is an algorithmic way of defining an audience. Rather than using a few demographics like age or gender to target consumers, predictive targeting takes into account any number of factors to single out individuals instead of groups of people.
Segment targeting selects people by demographic. It may be something as simple as location or race, but the target audience may also be defined by things such as interests or values. Today’s digital world makes it far easier to track people by likes and dislikes since consumers are more than happy to share that information, especially on a social media profile.
Segmented targeting allows you to easily market to the group of individuals you find most likely to want your product. However, anyone not in that group will be left out. Predictive targeting gets even more specific, and chooses your market by individual without discriminating by certain demographics.
Intent to Purchase
Sometimes the behavior of a consumer shows that his or her intention is to buy a product now and not simply to do research. We call this purchase intent. You want to target these customers most strongly, especially with a paid ad campaign, because they are the most likely to convert into a sale. Indicators of intent to purchase may include certain search words, and can also be related to demographics.
For example, a 15-year-old girl may be looking at wedding dresses online, but she’s probably not going to make a purchase today. A 22-year-old woman with a fiancé and website on The Knot is likely to convert into a sale. Other factors to consider include whether or not the specific individual has the propensity to make purchases based on his or her history.
These marketing terms are all vital when it comes to targeting the right audience and developing campaigns that produce a high conversion rate.
|No comments||This entry was posted by EIC Social Media Team on June 15, 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.|
Retail apps, social advertising, and expedited shipping are a few of the things that are shaping the future of online retail sales. We have three more digital trends to share with you that will keep online retail sales booming.
The Internet has made it easier than ever for someone to run a retail store out of his or her garage, basement, or living room. Etsy has allowed thousands of people to start their own small operation. Stores operate by selling through Amazon and eBay. Uber is a great example of how peer-to-peer sales has spilled over into the service industry via the Internet. But again, don’t expect corporations to lose out just because more people want to run their own little stores. The Amazon and eBay examples noted above are ways retail companies are making sure they get a cut of the peer-to-peer retail revolution.
Evolving Price Control Infrastructure
One of the interesting things about shopping online is how quickly prices change. You may save an item in your Amazon shopping cart only to learn that the item cost has doubled in a few hours. But have no fear because two days from now it may hit an all-time low, giving you the deal you were seeking. Stores don’t work like that. Someone needs to wander the entire store printing labels to make sure items ring up at the same price as they are marked. The two worlds collide when stores offer in-store pickup at an online store’s price. What if the local store sold something for more than the online store? This can result in confusion and frustration for the buyer as they wait for local retailers to communicate with corporate about the online price. Electronic in-store pricing may be the next trend that allows prices in a brick-and-mortar store to update as quickly as an eCommerce sister store.
Content Is King, Even for Online Retail
Content in the retail marketing industry is continuing to evolve. Consider Redbox’s various means of enticing customers. Between SMS, email, and app-only discounts, users are treated to regular free and cheap rentals (for the first night). But special deals create engagement with users needing to text a code daily during a special discount week or by playing a little minigame (spin the box) to get the coupon code. Online sites like Alibaba have weeks of games and excitement for consumers to build up coupons for special sales. It all leads up to content being an important part of creating anticipation for the big purchase.
|No comments||This entry was posted by EIC Social Media Team on May 18, 2016 at 4:30 pm, and is filed under Digital Advertising, Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|