Tag Archives: free

The Top Five Reasons Why Articles Beat Advertising in Terms of Marketing Content

 

The Top Five Reasons Why Articles Beat Advertising in Terms of Marketing Content

Encountering the most effective marketing techniques is now more difficult than ever before. The good news is that if you understand a few simple concepts, you will be able to gain a valuable edge over your competitors.

We often hear such terms as SEO, web design, social media and big data. Still, one concept which is overlooked is the difference between an article and other forms of advertising such as pay-per-click services. Why are articles still thought to be the best way of reaching your audience and what advantages are they able to provide? The answers may surprise you!

 

Evergreen Content

The first point to make is that many articles are considered to be evergreen in terms of their content. In other words, the information that they provide is much longer lasting than a specific advertising campaign (1). So, their benefits will last for longer. Some illustrations of evergreen articles can involve:

• How-to lists

• Reviews of a specific product

• Video tutorials

These can be much more effective to generate repeat revenue than a short-lived advertisement.

 

The Long-Tail Edge

Long-tail keywords are now very important within the world of digital marketing. First, they are able to cater to the discrete needs of the individual performing an online search (2).

Long-tail keywords are also those used during the end of the buying process. Finally, these phrases are also to rank higher within the SERP; providing better online exposure. It is much easier to fit these keywords within an article when compared to an advertisement that relies on brevity. Examples can be:

• Cheap hotels in New York City

• The best website design software for 2016

Long-tail keywords will also appear to be less “clumsy” within a content-laden article.

 

Addressing the Client

Articles have always had a rather personal edge when compared to an advertisement destined for hundreds or thousands of potential consumers.

These days, people are more fickle than ever before in terms of what they choose to read. If they feel that their needs are not being addressed, they are much more likely to move on and look for greener digital pastures.

Articles have the innate ability to target these desires and therefore, the product or service being offered tends to be more appealing.

 

The Presentation Itself

Most (not all) advertisements tend to work with a limited amount of space or text. Whether referring to a pop-up ad or a widget within a website, only a certain number of details will be observed. It can be hard to convey the main points of your product within these confines.

Thanks to modern coding techniques, articles are able to offer videos, infographics, flash presentations and numerous links to other sites (think of a good SlideShare presentation as an example here). This can be accomplished without appearing to overwhelm the reader.

 

Qualified Calls to Action

Many individuals who click on a link within a short advertisement are only mildly curious. So, conversion rates will be rather low. When this very same link is placed at the end of the article, the reader is much more likely to take action. He or she is likely to have read the entire piece; thus appreciating what you are offering in more detail. So, qualifying nurtured leads is much more of a reality.

Now, this is not to say that advertising is useless within the digital domain. We are rather pointing out that a well-presented article can have a massively positive impact without detracting from the appeal of what it is that you are offering.

Richard Tipsword
Markethive Developer

 

Sources:

1. http://www.wordstream.com/blog/ws/2012/10/16/guide-to-evergreen-content-marketing

2. http://www.wordstream.com/long-tail-keywords

L Basheer (LB) Hasan – TheGoldServants.Com

Smart Marketing

 

Addressing the Complexity of Consumer Purchases

Many digital marketers will cite specific factors when taking about the buying process of a consumer. Variables such as age, location, gender and even income level come into play. There is no doubt that all of these concerns are very important, but are we missing something? To put it another way, what happens if you have identified all of these factors and your sales are still slumping? Assuming that you have not tried to market the chocolate tea kettle, the chances are high that you might still be failing to appreciate one key factor that is frequently overlooked. Namely, that the decision-making process of consumers can be broken down into three category (1). These are:

• Products that extensively solve a problem.

• Products that provide limited means to solve a problem.

• Everyday purchases (such as food and consumer goods with a limited lifespan).

Let's take a look at how these behaviors can affect the ways that a product is viewed.

 

The Mentality of the Buyer

A student who has just graduated from college is not likely to choose a product or service that extensively solves a problem (such as an expensive vacuum cleaner). Instead, he or she will normally be much more concerned with limited problem-solving products such as the cheapest type of pasta or whether it is better to choose powdered or liquid laundry detergent.

In the same respect, the mother of a newborn baby will tend to be looking for products that extensively solve problems as opposed to cheaper alternatives which may be of lower quality.

Finally, consumer goods such as cereal, socks and other “normal” items are not likely to be extensively analyzed for their ability to solve problems. There is very little thought involved during a purchase.

 

How Does This All Fit Into Digital Marketing?

Although this may appear to be common sense, you might be asking how these observations fit into the world of digital marketing. Even though these theories were written long before the age of the Internet, their principles in terms of buyer behavior are just as relevant. The fact of the matter is that whether a consumer realizes it or not, they are constantly making choices throughout the buying process. These choices are based upon how the product in question is PERCIEVED to help them. So, it makes sense that businesses which promote the problem-solving benefits of a product are more likely to enjoy greater success. To put it another way, consumers simply want to be confident that they are making the best choices possible (2). While this may not be as relevant when referring to buying a pair of socks, this concept is very important when speaking of email automation software or a website design service!

Clear and concise information is the best way to point out the benefits of a certain product. This could be a simple phrase, a mission statement or very literally stating with the item is intended to accomplish. Here are three examples:

1. Burger King: Have it Your Way

2. Johnny Walker: Joy Will Take You Further

3. Coca-Cola: I'd Like to Buy the World a Coke

In each of these phrases, the consumer is not only being told what the product delivers, but they also induce action. In turn, the buying process is simplified to an extent. This targets the very real human relationship between consumer and product.

You might have noticed that some of these strategies (such as the one produced by Coca-Cola) existed decades ago. Still, the principles are just the same in the world of digital marketing. Knowing how a product or service can solve a problem is the key to secure sales within your customer base.

Richard Tipsword
Markethive Developer

Sources:

1. www.researchgate.net/publication/235361430_The_Theory_of_Buyer_Behavior

2. theconsumerfactor.com/en/3-decision-making-processes-purchasing-behavior-of-consumers/

L Basheer (LB) Hasan – TheGoldServants.Com

The Role of Attribution Models in Mass Marketing

 

The Role of Attribution Models in Mass Marketing

We have all heard of terms such as search engine optimization, clickthrough rates, meta tags and mobile-responsive sites. We are aware how these concepts and approaches can affect our marketing campaign. However, attribution modeling is one of those ideas which is unfamiliar (at best) and unknown (at worst). To simplify things, attribution modeling is simply knowing which channel ultimately gets the credit for a conversion if multiple channels are accessed. This can be much more tricky than it initially appears. Let's take a look at some potential shortcomings of attribution modeling before we define the important roles that it plays.

 

Not so Simple…

  • Many experts have pointed out that by its very nature, there can be a few problems with attribution modeling. Some of the most common are (1):
  • Sites which are visited every day may or MAY NOT be related to a conversion.
  • The addition of third-party sites and affiliate advertising further muddles attribution modeling.

Now, let's take a look at the positive roles that attribution modeling plays and how to leverage these roles.

 

The “Mass” in Mass Marketing

First, we need to look at attribution modeling as covering a campaign as opposed to measuring individual channels (2). Here's an example to highlight why this is important:

  • A business has observed that social media channels do not drive conversions as much as static searches. So, it chooses to place more of its focus on SERP rankings. However, sales slide and marketers are left scratching their heads.

The truth of the matter is that this enterprise has forgotten the “mass” in mass marketing. One of the most critical roles that attribution modeling plays is interpreting which COMBINATION of channels drives the most conversions. The big picture will be much easier to see over time. You need to start looking at the relationships of these channels.

 

Funneling the Results

Another important feature of attribution modeling is that it can provide you with the ability to funnel your results into an easy-to-read template. This is important, for it has been shown that up to 60 percent of all conversions occur as the result of an interaction with more than one channel (3). So, which channels are the most appealing to customers? When used correctly, attribution modeling can help you to answer this question.

 

Summing it Up

We can see that attribution modeling can have either a positive or a negative impact on your marketing campaign. This will all revolve around how you leverage such a tool. Part of your success will come down to the software that you employ and how clear the results are presented. Companies such as VisualIQ and Adinton are preferred by many businesses, as they are easy to work with.

It is just as important to appreciate the customer journey between initial contact and conversion. Data such as client preferences, their decision-making processes, and even their concerns are all areas to analyze. What are their expectations? What are their buying triggers? What types of customers prove to be the most loyal and (naturally), which channels relate to this demographic?

Let's always keep in mind that attribution modeling needs to take into account these factors in order to be a worthwhile tool. When used correctly and by appreciating the observations mentioned above, this lesser-known trick can have a massive impact upon your conversion rates and ROI.

Richard Tipsword
Markethive Developer

 

Sources:

  1. https://moz.com/blog/marketing-analytics-attribution-modeling
  2. https://moz.com/blog/the-importance-of-marketing-analytics
  3. http://www.cpcstrategy.com/blog/2015/10/attribution-modeling/

L Basheer (LB) Hasan – TheGoldServants.Com

Why Personalized Emails Are King

 

Why Personalized Emails Are King This Year

2016 seems to be the year of SEO personalization. Whether we refer to organic content, long-tail keywords or user interaction, the world of online marketing has certainly become challenging. It is, therefore, a bit ironic that one of the most traditional areas of engagement is still not being addressed. We are referring here to user-centered email campaigns. Were you aware that an incredible 70 percent of companies have still not picked up on this trend (1)? So why has such a strategy become useful and what advantages does it offer when compared to “cookie cutter” emails?

 

Conversion Rates

This is the most obvious benefit of such an approach. An email targeted to a specific individual is much more likely to build a firm psychological “bond” over time. This will cause them to become interested in what it is that you are offering as opposed to sending the document immediately into the trash. Here are two examples to illustrate this point:

  • “Dear sir/madam, please find enclosed the latest offers that may suit your needs.”
  • “Hey John! It's been a while and I hope that you are well. We found a few offers that might be just what you are looking for!”

Which one would you be more likely to respond to? So doing away with the generic is the first step to increase conversion rates and build brand loyalty.

 

The Proof is in the Profit

To reinforce our last point, we should refer to a 2013 study that was commissioned by Experian. They found that personalized emails were able to generate a revenue that was six times higher than random messages (2). What is even more interesting to note, is that according to this very same study, it seems that only the travel industry has taken advantage of these benefits. Only 6 percent of companies which offer consumer-based products and services currently adopt the personal approach. Imagine what you could be missing out on!

 

Avoiding the Spam Folder

Many email algorithms such as Yahoo! Mail and Google have advanced safeguards against spam. This has become very tricky for an email that lands within this folder will continue to do so time and time again. Furthermore, how often do you check your spam box to filter out any emails that may have been placed there by mistake? Generic emails are now a waste of time, for the chances are high that they will not ever be seen. Personalized alternatives vastly increase the chances that the document finds itself within the inbox. So the customer or prospect is much more likely to read what it is that you may be offering.

 

Vendor Reliability

This is simply a fancy way of observing that Google will now take into account how your email is categorized when ranking your website (3). This should actually come as no great surprise, for their algorithms are becoming more advanced on an annual basis. Spammy signals can therefore dramatically lower your rankings and have a knock-on effect in terms of your marketing campaign. It is better to avoid this trap before you become a victim of it.

Whether you are concerned about your SERP status or you simply hope to establish a better connection with your user base, personalized emails can no longer be taken for granted. Thankfully there are many automated programs which will allow you to address the reader without having to spend an inordinate amount of time doing so. This is another example of how the Internet is becoming a truly one-on-one experience.

Richard Tipsword
Markethive Developer

Sources:

  1. http://marketingland.com/study-70-brands-personalizing-emails-missing-higher-transaction-rates-revenue-73241
  2. http://press.experian.com/United-States/Press-Release/experian-marketing-services-study-finds-personalized-emails-generate-six.aspx
  3. https://searchenginewatch.com/sew/opinion/2421290/your-email-marketing-may-impact-your-rankings

L Basheer (LB) Hasan – TheGoldServants.Com

Why Videos are Outperforming Pictures in Regards to Online Marketing

Why Videos are Outperforming Pictures in Regards to Online Marketing

video marketing,inbound marketing,markethive,tipsword,tipco,blogging

Videos have always been a high-demand medium for those who are looking to promote their product or service through online channels such as YouTube. However, you may have noticed the growing trend of embedding videos within a website. The same holds true for social media platforms such as Facebook. Why are videos taking the world of digital marketing by storm and what can we expect to see in the months ahead?

 

Information and Entertainment

It could be argued that the days of static SEO-rich text are fading away. Still, we all know that quality content can ultimately make the difference between a sale and a missed opportunity. Videos are set to bridge the gap between success and a lack thereof. A recent study by Cisco highlighted that videos are slated to account for no less than 69% of all consumer traffic by 2017 (1). The fact of the matter is that we live in a visually oriented society. Failing to capitalize on this trend could have negative consequences upon your business plan.

The Smartphone Influence

Another factor that is impossible to deny is the fact that we all use our smartphones on a daily basis. From downloading the latest games to watching a streaming broadcast, the days of 4G are now upon us. Very few consumers are willing to enlarge a block of text and read it from beginning to end in order to get a handle on what is being offered. Videos can accommodate this need in a fraction of the time. Any small business that fails to take advantage of this opportunity could soon find itself playing a game of catch-up for years into the future.

The Reach

Content marketing can be a tricky arena. It is difficult to understand what an audience may want and if static text or info graphics are boring, there is no doubt that your sales will suffer as a result. These concerns can be (partially) addressed through the use of video. For example, were you aware that YouTube receives more than 1 billion visitors each month (2)? In the same respect, the average consumer within the United States views at least one video each week. The fact of the matter is that videos can provide access to a massive pool of potential buyers.

The Personal Touch

We should never forget that videos enable us to connect with an audience in ways that would simply be impossible through a static website. Let's imagine that customer has a complaint about a product that they recently purchased. As opposed to sending a lengthy (and formal) email or simply replying to a post, imagine the impact that a personalized video response would have upon the future buying decisions. Additionally, other clients are likely to be very impressed with your ability to go “above and beyond” the norm.

Brand Uniformity

Another great aspect of videos is that they can be embedded across multiple sites. So, you could very well provide an outbound link to your Facebook page, a specific blog or even to YouTube itself. Not only is this a great way to increase your brand recognition, but Google looks favorably upon these actions.

Videos are without a doubt here to stay. Although well-written text and flashy graphics are always good ideas, we can't deny the fact that consumers want to be entertained, engaged and informed. Videos are the best ways to promote your product in a way that is appealing to your growing audience.

Richard Tipsword
MarketHive Developer

Sources:
1. http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-481360_ns827_Networking_Solutions_White_Paper.html
 

2. http://www.youtube.com/yt/press/en-GB/statistics.html

L Basheer (LB) Hasan – TheGoldServants.Com