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8 Critical business trends in digital marketing for 2019

Business, Digital Marketing 0

We love reviewing innovation in marketing. It’s interesting to see ‘what’s hot’ and ‘what’s cool’, but to keep it practical and actionable as we like, we’re equally interested in which communications and transformation techniques will make the biggest commercial improvement for businesses.

A good example of the commercial impact digital technology and media can have is Dominos. Dominos UK only took its first mobile phone order in 2010 when online sales accounted for less than 30% of revenue. Eight years on, Dominos have a market share of more than 50% with digital transactions accounts for more than 80% of sales and the UK smartphone app accounting for more than two-thirds of those sales.

In this review of digital innovation, We take a look at examples of the latest marketing techniques leading companies are deploying which are likely to be adopted as trends across businesses next year.
To structure our review we will look at these new techniques and technologies across these 8 key digital marketing communications techniques which form the digital channel essentials toolkits used to structure our planning templates in our members’ area.

1. Digital marketing strategy and planning trends

A key trend in overall digital strategy development is the ongoing popularity of digital transformation programmes. Within digital marketing strategy, there is continued interest in developing integrated digital marketing strategies across multiple channels. Digital transformation programmes are a response to the challenges of digital silos in some companies where there has been a failure to integrate digital across a company. Instead, we recommend using a customer-centered approach to audit your approach for different personas across the lifecycle as shown below.

From digital marketing to multi channel to omnichannel marketing

This visual highlights a broader trend in marketing, which is the wider use of ‘omnichannel communications’ centered around the customer to describe marketing strategies outside the retail and travel sector where the omnichannel term originated.

“Multichannel is an operational view – how you allow the customer to complete transactions in each channel.
Omnichannel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omnichannel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!”

2. Marketing strategy and planning

Ultimately, it is the business, marketing, and brand development strategies which drive the growth of a business, so it is important to have a sound marketing strategy and branding in place before working on the digital tactics.

The key trend here is the way digital technologies and media offer the opportunities for digital disruption. Yet digital marketing is not always used as a disruptor. As we discuss in Digital Marketing: Strategy, Implementation and Practice book, digital marketing is more often used for market penetration than new product or market development (these are the classic Ans off growth strategies.

Digital experiences

Creating mobile responsive website designs for the dominant use of smartphones is now old news. We see future innovation in digital experience in the areas of speed and personalization and conversational user interfaces based on improved insight. Google has long proclaimed the importance of download speed and despite the widespread use of RWD, performance Google’s benchmarks shows that many businesses are falling short of the required speeds.

3. Search marketing trends

Since Google dominates the results that businesses get from search engine marketing our summary of the search trends here focuses on Google.The most obvious change is the launch of the Google Marketing Platform which saw AdWords renamed to Ads and the Double click ad platform and analysis tools like Google Analytics, Data Studio, and AB testing through data studio more tightly integrated. For organic search the update to keep an eye on in 2019 is Google’s Speed Update which penalizes slower sites and was released after months of trials. Another ongoing organic change to track in 2019 is the evolution of Google’s search snippets which I track adoption of via the Mozcast SERPs features analysis.

This shows the importance of the features integrated into the organic SERPS of which related questions are currently at an all-time high with images and featured snippets remaining important. The prominence of these features shows the importance of understanding and answering the questions your audience ask as a more conversational search develops via smartphone and voice-activated smart speakers.

4. Social media trends

The government-commissioned annual Communications Market Review is one of the best sources for compiling data on Internet and Social Media usage. The visualization gives a great summary of the changes in three of the main consumer network:

Facebook – Static or declining in most age groups except the older (55+ age group) which is now the biggest group of users

Instagram – Increase in usage across all age groups with the largest, the 25 to 34 age group followed by 18 to 24

Snapchat – The largest increase and biggest user group is again the 25 to 34 age group showing that Snapchat isn’t just for teens. Indeed, there are also increases in users in older age groups which are not far behind the younger age groups in adoption levels. However, the frequency of use isn’t considered in this compilation.

We can expect that Instagram ad spend continues to increase in line with increased usage and better advertising options on the platform. Within Facebook, increased use of Messenger is an opportunity. The latest statistics from Facebook show the importance of Messenger: with 1.3 billion people use Messenger every month; 8 billion messages exchanged between people and businesses every month and 78% of people with smartphones using messaging every month. As well as targeted sponsored ads, use of Messenger for conversations is a major trend.

5. Email marketing and marketing automation

Of all the channels we cover in this article, finding new innovation in email marketing techniques is the most challenging. Most email marketing techniques are well established and most recent trends related to improving relevance and interactivity on smartphone. This recent report benchmarking email experiences of retail and travel brands gives a good summary of the state of the art.

6. Analytics and reporting

We’ve been banging the ‘Actionable Analytics’ drum for nearly 10 years now since we believe in the power of data-driven marketing based on digital analytics and customer research. It’s why we’re called Smart Insights! . Systems such as Google Analytics and Adobe Analytics are relatively static in terms of reports and functionality. For me, the main trend here is using softer measures to get customer feedback. For example, I’ve been taking a look at some really interesting case studies from Vision Critical (Disclosure: A Content Marketing Partner of Smart Insights) which show how savvy brands are using customer communities to feed back.

7. Content marketing

The Content Marketing Institute does a great job of showing trends within content marketing via its research and case studies. The research section on CMI shows similar patterns within content marketing compared to previous years. A more strategic approach to content marketing with many businesses now having a holistic content marketing strategy to support audience engagement and commercial goals of leads and sales

8. Paid and earned media

To complete the picture of digital channels, we need to review advertising and PR. We finish here, since although digital media are hugely important to demand generation and branding, discerning trends on cross-industry data is difficult in this sector where there is a reporting lag, which means that reports for ad types aren’t published until the next quarter.

Online advertising spend by format

The big winners are native advertising and video advertising which we can expect to continue to be important into 2019 after video advertising overtook display for the first time.

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5 Restaurant Digital Marketing Strategies That Work

Business, Digital Marketing 0

Even in this digital era, nearly half of all small businesses and restaurants still have no web presence at all. If you’re working on your web presence, you know that for your restaurant, digital marketing is huge. But do you have a strategy?

If you’re new to SEO, digital marketing, and social media advertising, you need a guide to help you navigate. Start by trying these 5 strategies to make sure you start turning your posts into orders from customers.

1. Search Engine Marketing

Your first step to getting new customers will be to end up high in their search results. You need to include your keywords embedded as often as you can for the most successful restaurant digital marketing.

On top of your keywords, you also need to think locally. If you’re still trying to understand how to use keywords, try one of the many free tools out there before you make a big investment in SEO promotion. Creating a blog can help direct traffic to your site by using your keywords in texts about new offerings and services at your restaurant. People love looking at photos and reading your recipes as much as they love tasting your food.

2. Be Smart With Your Social Media

If your restaurant doesn’t have a presence on social media site, you’re missing a big opportunity for restaurant digital marketing. If your restaurant is already on social media, what are you doing to stand out?

Lots of restaurants post the best images of their best dishes, but because there’s so much out there, you need to find a way to be different. A big restaurant group needs to have someone dedicated to how your social media profile is marketed.Social media allows brands to express their personality or communicate who they are to the world. Take this opportunity to introduce your waitstaff and your hosts.

Put together short videos showing the back of house making beautiful stuff during your dinner rush. During slower mornings, give customers a treat by showing them photos of a dish from start to finish, from raw ingredients to a beautifully plated masterpiece.

Don’t be afraid to get feedback from your audience. Ask what their favorite sides and desserts are and offer a special a week later on that dish. Reply to comments and engage.

Building your brand authority builds loyalty and lifelong customers.

3. Video Is King

Close to half of all users spend an hour watching video content on social media every day. That’s a whole lot of ten- to sixty-second clips over the course of a day. While it may sound easy, you want to ensure that your videos are somewhat professional looking. The production value of your videos depends on the content you’re trying to communicate.

When you are looking for your video team, come up with more than one way to reach your customers. Ask for 10-second, 30-second and 2-minute edits for different social media sites. Longer videos are appropriate for Youtube, while Instagram or Snapchat users want to see short clips.

4. Cross-promote with Influencers

Restaurant digital marketing strategies now usually include some level of cross-promotion. If you use a hot sauce that’s made or distributed by a local vendor, you can promote each other with blogs and social media posts. Invite local bloggers and restaurant critics to dine with you. Show off your latest ideas and newest dishes, then ask if they’ll write about you. There are even paid channels to get people with big social media followings to talk about you.

If you have a blog, invite guest bloggers. You can use each other’s networks to gain followers while sharing recipes, favorite dishes from around the world, or just your favorite things about your city. Be creative and make connections.

5. Email and Text Promotions Still Work

Offer monthly 2-for-1 deals if people sign up with you or leave their business card. Create a spreadsheet of these names, email addresses, and phone numbers. Track if people make a second trip to your restaurant. If so, target them through email and text promotions. If you’re anticipating a slow night on the eve or day after a holiday, offer a free bottle of wine or dessert to your guests. Whether they come for the wine or not, you’ll be on their mind next time they pass your restaurant.

Restaurant Digital Marketing Is a Full-Time Gig

It’s hard for restaurant owners to be able to handle all of the moving parts of their business and become digital marketing experts at the same time. If you’re new to SEO and digital marketing for your restaurant, it can be overwhelming at first.

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Top 5 Emerging Email Marketing Trends For 2018 To Boost Your Email Marketing Campaigns

Business, Email Marketing 0

Email marketing continues to be a vital communications channel with the DMAs latest Email tracker showing that email receives 30 times return on investment on average. 95% of respondents rated it as ‘important’ or ‘very important’ to their organization.

Yet competition in the inbox for attention from email subscribers remains fierce as social media remains important and competitors optimize their approach.

So, it’s important to review the success factors to improving email ROI, which we summarise in this article with the help of the email specialists who kindly contributed their views and predictions on the trends which will be important in 2018. While some of these are not ‘new’ techniques, they are increasing in adoption since they are vital to keeping up with your competition and engaging your audience further in the customer lifecycle.

Our lifecycle marketing model shows you the potential customer touchpoints and how email marketing aids in increasing relevance and response of communications. Marketing activities such as personalization, loyalty programs, and re-engagement email programs are vital to your email marketing strategy. Whilst SEO, PPC, social media, and advertising may contribute to getting your customer into the top of your sales funnel, it is essentially your email marketers that keep them there, increase repeat purchase and increase customer-brand engagement.
Here are some of Emerging Email Marketing Trends For 2018 To Boost Your Email Marketing Campaigns.

1.Kinetic Email Look & Feel Changes The Experience Of Email

Designed to make emails look and feel more like a website experience, kinetic emails introduces a new layer of interactivity to the email experience.

What is more interesting is as ISPs like Gmail continues to adopt these functionalities. Furthermore; making the user experience in the inbox more fluid and quicker to the register. The upside is that these emails are not only more attractive than traditional email furthermore; they’re also more effective for encouraging subscribers to engage with the brand and its products.

2. Mobile Responsive Emails

Mobile purchasing is rapidly closing the gap with desktop purchasing as consumers and B2B buyers embrace smartphones and other mobile devices as primary conduits for brand connections.

Even though marketers are aware of the email marketing trends for 2018; many brands continue to struggle with the basics of mobile optimization. Instead of delivering seamless mobile and cross-channel experiences, brands continue making images, call-to-action buttons, content and other features more appealing to mobile audiences.

For brands who say their email is “responsive already” and have put mobile on the back burner, it’s time to develop a comprehensive mobile strategy.

3. Passive Opt-Out Approach For Emails

It’s been documented that engaged subscribers who have passively opted out and are lingering in your databases hurt your email bounce rate.To re-engage these passive subscribers and avoid losing potential purchasers, marketers need to proactively shift their email life cycle messaging and customer loyalty approach. Content needs to become more informative, fun and engaging to prevent subscribers from losing interest and passively opting out.

Note that this doesn’t mean you should send a flood of high-value offers that cut into your margin. Run an analysis on your subscribers to find key peaks and valleys to keep subscribers active.

4. Personalization & Segmentation Remain A High Priority

Personalization and segmentation remain a high priority sharing dynamic and engaging content
Achieving personalization using machine learning/AI will achieve an uptake in 2018. Marketers continue to focus on getting personalization and relevance right. Even the customer journey will begin to develop a dynamic path based on an individual consumer’s needs.

5. Adopting Conversational Tone To Personalize Emails

The tone you chose to use in your emails affects the way your customers will respond. A conversational can give more personal and genuine interaction. Furthermore; to keep it engaging you can ask questions, get them thinking and then give them the answer they need through your CTA directing them to your content that helps and educates them.

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Social Media Marketing Tactics That Still Drive Engagement Leads and New Customers

Business, Digital Marketing, Social Media Marketing 0

Most brands understand how important it is to be on social media. However, many underestimate the value of engagement. If you are shouting out into the abyss and rarely taking time to truly interact with your current and potential followers, you are missing opportunities to increase social media engagement. When you interact regularly, on the other hand, you are building the relationships that can drive conversions and profits. Utilize these strategies to increase social media engagement and improve awareness of your brand.

1. Incorporate images in your posts.

One of the most powerful tools you can use to help you increase social media engagement is to incorporate visual content. One study indicated that images led to an 85% interaction rate on Facebook and increased shares of content by 35%.

Pictures draw the eye and increase the chances that people will absorb and interact with your social media posts on Facebook, Twitter, and other platforms. In fact, entire platforms that include Instagram, Pinterest and Snapchat have thrived on the power of visual storytelling.

Your brand has a wide variety of choices to increase social media engagement through visual content. Images of people using and enjoying your products is always a win. You can also share images of new items that you have for sale when you need a social media push. Look at stock photos if you wish to share a short textual message. Superimpose your text over an engaging image for highly shareable content.

When creating or curating images to share on social media, make sure you are familiar with each platform’s technical rules and best practices. Snapchat, for instance, favors vertically oriented images. Square images look great on your Instagram page.

You can also play with frames, filters, and other features to draw attention to your posts. Using these elements in a way that resonates with users of a particular platform helps your images and posts blend in. They are more likely to register as wanted content rather than intrusive marketing when you keep to the general look and feel your audience prefers.

2. Make it funny.

If it is appropriate for your brand, incorporate humor and personality into your social media posts. Many people follow brands specifically because of the creative and engaging content that they share.

Often, it can be hard to break through the social media noise to get people’s attention. Even social media users who follow your brand are likely to scroll right past stories that are overly promotional in nature. This is not surprising. After all, they have no personal reason to be invested in your brand’s development or success.

However, when you add humor, you add value to their day outside of what your products themselves provide. This sort of content brings smiles to faces and fosters a more favorable view of your brand. It also makes it more likely that you will see an increase in social media engagement and shares as people choose to pass along the content that made them laugh.

There are some rules for effective humor online, however. Jokes, in general, should be lighthearted and fun. Mean humor often backfires on brands and can make people hostile. If you are going to make a joke, it is often best to make your brand or its social media representation the target. For instance, in the tweet above, the social media manager is talking about their own love of Moon Pies. A brand’s ability to laugh at itself is humanizing and goes a long way toward building rapport with your audience.

3. Ask for feedback and reviews.

Want to get your followers talking? Ask them to share their opinions! Many people are very happy to talk about the products they like and the ones that they feel could use improvement. You can ask them to leave their reviews and feedback as comments or direct readers to your review page. The latter can be especially helpful if your review page on Facebook is somewhat sparse. If happy reviewers leave their opinions, they provide valuable information for those who have not yet decided whether or not they wish to use your product or service.

As with any strategy, there are some caveats. On most sites, it is against the rules to offer rewards in exchange for reviews. So, while a restaurant may want to give a free dessert in exchange for a review, this action could get your social media page suspended.

You are also strictly forbidden by law to offer incentives for positive reviews. This is especially true if a brand is soliciting a review from someone who may not have used the product. The potential benefits from positive feedback are not worth the potential consequences.

Instead, just remind people that you want to hear from them. Their reviews can help you devise new products or improve ones that you already offer. And, if they only have positive things to say, so much the better! Everyone loves to get positive feedback now and then.

4. Prompt the reactions you want with emojis.

One of the things we always need to be cautious about when we post online is that textual communication doesn’t come with clear indications of tone. You can add a feeling or a prompt to a post, however, by including emojis that give your readers a hint of what you are feeling.

If you are sharing a joke on your page, for instance, a laughing emoji can set the stage for the humorous reaction you are looking for. Hearts, smiles, and flowers can all indicate friendly or affectionate feelings. Many apps allow you to create a library of frequently-used emojis to make it quicker and easier to find your favorites.
When you use this method to increase social media engagement for your brand, however, make sure you use it well. One or two emojis per post will be adequate for most brands. Add too many, and your post could wind up coming off immature or hard to read.

You should also make sure that emojis fit your brand well. They are a good fit for brands that are lighthearted and put forward a youthful look and feel.

5. Share a surprising statistic.

One of the best ways to get someone’s attention is to share a fact or statistic that they did not know about before. While we usually take to social media to be entertained, many of us are happy to be educated while we are there, as well.

Ideal statistics to help your brand increase social medial engagement can include anything that relates to your industry or the interests of your audience. For instance, a sporting goods brand that sells bike helmets may share a factoid about the number of people who avoid head injuries every year due to proper headgear.

The best facts are the ones that can be summed up in one brief sentence. If your post is few enough characters to use one of Facebook’s custom backgrounds, for instance, these can add visual appeal. You can also seat facts inside an image for instant visual appeal.

You can also use statistics and bits of data to bring people to your site’s web page. A brand in the B2B sector, for instance, can share a small factoid out of a case study or blog to generate followers’ interest in reading the entire thing similar to what we did with this Facebook post to our page.

Whenever possible, use your bits of data and statistics to create interest and intrigue. Monitor social media comments to see what people have to say; and, when they respond, be sure to like and respond to their comments.

6. Sponsor a giveaway.

People love free things. Take advantage of this to increase social media engagement by upping your likes and shares.

One of the most common ways this works start with simple posts on your brand’s Twitter feed, Facebook or Instagram page. Ask people to like and share for a chance to win one of your products. These posts are most eye-catching when they include a high-quality image of one of your products.

You can go for even more engagement and quality content by asking people to enter by sharing an image or a text post that includes a specially-designated hashtag. Choose something that you are not using for any other promotion and that users are not likely to use in ways unrelated to your brand. The hashtag approach gives you the advantage of seeing quickly and easily how many people are engaging with your content. It also makes it easy for new people to follow the hashtags back to your original post and engage with your brand.

For even more engagement, consider posting the giveaway to your blog and across all social media channels. Free software can allow you to give users additional entries for actions like commenting on a social media post or liking and sharing your page.

7. Add immediacy with live video.

More and more traffic on social media sites involves video instead of still images or text. This is driven, in part, by improvements in technology. The other side of the equation is that people are more likely to spend a few minutes engaging with a video than they are to read a long social media post.

Live video is available on a wide range of social media channels. It represents one of the best tools available to increase your social media engagement. People spend three times as much time engaging with a live video than they do with one that is prerecorded. Additionally, video posts have 135% as much organic reach as do photo posts.

Some brands, such as restaurants and bars, have obvious subjects for live video posts. A bar can share a few minutes of a special event or a live performance. Restaurants can give diners a peek in the kitchen so that they can see what is on the menu that night.

But, other brands should not feel that they do not have live video subjects to share. A product unveiling allows people to get a close look at a new offering. You can show them the new item from every angle and let viewers see it in use. After your live video, be sure to edit highlights and release those separately. This way, your content continues to add value even for people who could not be at the digital event when it was live. Your video continues to increase social media engagement for weeks or months after the fact.

8. Ask for the reaction you want to increase social media engagement

Marketers and sales people are drilled to ask the prospect for the sale. When you are working to increase social media engagement, be sure to ask for the comment, like, or share. Studies have shown on Twitter that tweets that end in “Please Retweet” are more likely to be shared. You can also ask people to like, share or to add a comment.

If you ask for comments, make sure that you have someone monitoring your page to look at and respond to the answers. Make sure that your replies are friendly; a social media showdown is more likely to harm than help your brand. If people respond with issues or complaints, get them into DMs and solve their problems as soon as possible.
However, for most brands, you are more likely to see kudos than complaints. Keep the conversation going to show that you care about what people have to say. Interacting frequently is a key to social media engagement.

You should also note that this is a strategy that should not be overused in your mission to increase social media engagement. If every Facebook post ends in “share if you agree,” you risk alienating the people who you want to engage with your brand. Use a variety of ways to ask for engagement in order to keep your content fresh. And, do not ask on every single post. This way, it has far more power when you do ask.

Working to increase social media engagement is an ongoing task. You will need to spend some time getting to know your audience and then spending time with them every day. Use analytics to see what efforts get you the best results. This way, you can dedicate your time to the tasks that help increase your social media engagement most dramatically to get the best out of every action you take with your brand.

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Why New Clients Are Failing at Providing High Quality Content That Ranks

Business, Digital Marketing, SEO 0

Most of the content published online is failing miserably at being up to snuff with Google’s quality guidelines. We define quality content as content that is well-researched, long form, solves a problem, and develops trust with your audience. Here, we list the most common reasons why new clients are failing at providing high quality content on their websites and how you can help them see the light.

From content that is far too short to ubiquitous opinion pieces that have no substance, bad content is rampant online. Here are some of the most common content mistakes clients are making.

Content Under 1000 Words

It used to be easy to get content on your site because it didn’t have to be long form. You could write around 500 words and it would be great.With the new guidelines and the changing needs of customers longer form content is the goal. Quality content writing should be at least 1000 words, 1500 or even 2000 is better. Unfortunately, over 85% of the content being published is under 1000 words.It has been proven that longer form content will get you better rankings, more shares, a higher number of likes, and much more interaction than shorter content. Teaching your clients about the importance of long form writing will help them stand out in the marketplace and gain more social media interaction.

Writing Into The Void: Ignoring Keyword Research

Clients know their business. They live and breathe it. They know everything about it. So, it should be easy to write compelling articles relevant to their industry right? No.

Too many people are writing content they THINK their potential customers would like to read. Instead, they should be writing content they KNOW their customers want to read.

How do you know what they want? By doing keyword research. Putting some time in doing research can save you tons of time and heartache in the long run. Even the best blog article is pointless is no one wants to read it.The best thing about keyword research now is that Google has become smarter than ever. You no longer have to repeat the same term over and over. The new algorithm understands what terms are related to one another.This means that if you find a great keyword to use for your client you just need to create a topic based on it. While writing on the topic, which includes the main keyword, you should naturally be using secondary and related keywords to the main one.

Writing What You Want Without Solving Problems For Readers

In a similar vein to avoiding keyword research, writing for your own purposes and not answering the questions and concerns of your customers is an issue.Quality content writing helps your clients find answers to their questions relating to your industry. Have your clients make a list of the top ten questions they get asked by their customers on a regular basis. That’s ten great high quality content articles right there. All it takes to build those into well optimized ranking machines keyword research. Make sure you sprinkle in some high volume keywords, answer the question with research and know-how, and you have a piece that adds value to your site while bringing in eyeballs.

Solving problems for their readers helps with something even more important. Answering their questions before they ask them in person will help them develop more trust for your client and their business. We all know that trust is the easiest way to turn readers into customers down the road.

Content That’s Too Hard To Read

Let’s face it, in the world of immediate gratification and reality TV nobody has time to read collegiate level blog posts. High quality content should be “skimmable”. “Skimmable” means that the article should be written in a way that lets the reader get the gist of it without reading every word. If your client wants to have more of a social media presence this is extra important.

Why quality content is important for social media is that it needs to be shareable. Quality content that is easy to read, solves a problem, and has been researched has a far better chance of getting passed around among friends.

Too Many Opinions, Not Enough Facts

While reading some of the content on your new client’s site you come to the realization that there are no sources to be found. This is a huge clue that what is being written is an opinion and not based in factual evidence.Enhance clients to find authoritative, non-competitor sources to back up their opinions with facts. This will make them look more credible to their audience and to the bots crawling for search engines.

Avoid These Mistakes And See Results

High quality content is more important than ever before if your client wants to make it to the top of the search engines. Today, you and your clients have to put in the research, sweat equity, and hard work to produce quality content for their website to see results. The purpose of the site must be clear and all the pages on the website should be working to serve that core purpose. Encourage your clients to find above par content writers that can help them achieve articles and page content that they can be proud of.

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How to Quickly Build Brand Awareness With These Easy Digital Marketing Strategies

Business, Digital Marketing 0

Brand awareness is such an integral part of digital marketing. Still so many businesses spend week after week building campaigns that just aren’t working.

Are you looking to quickly boost awareness of your brand? Here are some of the best ways you can build brand awareness without in a fast and efficient manner.

Reassess Your Target Audience

The fact of the matter is if you’re not targeting the right people, you’re not going to get results. Your audience means everything, so make sure your market’s needs align with your offerings. A reassessment can potentially save your company from wasting its time and money on branding efforts that aren’t going to work.

Focus On Customer Engagement

In fact, customer engagement is an essential component of the digital sales funnel, as outlined by companies.

Let Your Content Do The Selling

If you’re only producing content designed to sell your products, you’re not going to get a great reception.Let your great content do the selling for you. You can (and should) still include tons of great links to your products and services in your content, but leave the selling to your CTA. Focus on content that will serve your audience. Create with your market in mind and you’ll see better sales as well as higher engagement.

Encourage Customer Loyalty

Focus on instilling customer loyalty through your brand. Whether this means creating a loyalty rewards program, sending out coupons, or giving a quick ‘Thanks!’ to commenters on your social media pages, customer retention has a huge influence on your success.

Build Brand Awareness Faster Than Ever

These tips are some of the best, most time-tested approaches to improving your sales funnel and boosting awareness. Looking for more great marketing tips to help you build brand awareness? Check out some of our favourite marketing strategies for local businesses.

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10 Things You Need to Do First when Get Started With Email Marketing

Business, Email Marketing 0

If you have yet to get started with email marketing, there’s no better time to jump in. Email marketing has changed a lot since Constant Contact introduced the first email marketing tool for small businesses in 1998. Studies show that email marketing continues to outperform other digital marketing channels including social media and paid search.

1. Choose an email marketing service provider

If you’re serious about email marketing, you need to work with an email marketing service provider. Working with a provider is the only way your business can leverage email marketing automation to effectively deliver messages to large groups of contacts or subscribers.

You’ll also benefit from professional email templates, tools to help you grow and manage your email list, and tracking features that show you who is opening and engaging with your campaigns and messages.

2. Gather contacts for your email marketing list

Most businesses will have some existing contacts to start an email list. Think of the customers and people you already have a relationship with. Maybe it’s the business contacts you email with on a regular basis; maybe you just start with a few supportive friends and family members

3. Add your contacts into your email marketing account

Once you have an email marketing account and an initial list to send to, add your contacts into your account. You can start by uploading a contact list from an existing spreadsheet or importing contacts right from a Gmail or Outlook account. If possible, organize your contacts into separate lists based on what you know about them.

4. Set up your welcome email

Your welcome email is the first message your new email subscribers receive from you. Welcome emails are especially important because they serve as your first impression and reach people at a time when they’re highly engaged with your business. You can expect a higher than average open rate for your welcome email, so make sure you’re delivering value right away.

Start with a warm greeting, provide an overview of what they can expect to receive from you in the future, and offer them something useful right away. Once set up, your welcome email will send to all new contacts automatically.

5. Create a reusable email template

This is the fun part! Even if you’re not a designer, you can send beautifully-designed professional emails that look good on any device. When choosing a template, look for a layout that is clean, eye-catching, and will get your message across fast. People scroll through the inbox quickly — often while on the go — so choose a mobile-responsive email template that looks good on any device.

Next, customize your template with your brand by putting your business’s logo right at the top of your email and linking the image back to your website’s homepage. Add in your business’s signature colors and create an email footer with your business name, contact information, and links to your active social media channels.

Once you have these essential design elements all set up, make a copy of your email and save a version as your master template. With this reusable template set up you don’t have to start from scratch and add in your branding every time.

6. Practice writing persuasive messages

This tends to be one of the scariest steps for business owners. I get it — writer’s block happens to the best of us.

What usually snaps me out of it is pretending I’m having a face-to-face conversation with someone and writing down exactly what I’d like to say to them.

It also helps to follow a repeatable process and break your message down into three important sections:

  1. What are you offering? — Headline
  2. How will it help the reader? — Message body
  3. What should they do next? — Call to action

This simple three-step formula helps you stay focused so you can write effective messages fast.

7. Spend time on subject lines

Your email subject line is one of the most important lines of text in your whole email.

Why? Your subscribers see your subject line even before they open your message. Make a good impression and people won’t be able to resist opening. Write something bland and they might skip over your message without a second thought.

Your subject line should be short and snappy — around 40 characters.
You can draw attention by asking a compelling question, including a deadline for urgency, or just teasing your message.

8. Preview and test before you send

Especially when you’re first getting started with email marketing, it’s easy to slip up every once in a while.
Maybe you forget to add in an important link or make an embarrassing spelling mistake right in the subject line. Unfortunately, there’s no Back button with email, so always remember to send yourself or a staff member a Test Email before sending out to your entire list.

9. Send your email (at the best time)

When you’re ready to send out an email, timing is an important factor to consider.
Every audience is different and the best time to send will differ based on who’s on your email list.
Based on customer data, we’ve compiled some information on which day and time might work best for your industry.
You can also create a consistent sending schedule and stick to it.

10. Track your results

Don’t be deceived — email marketing doesn’t end with a send. You will want to track your open rate, click-through rate, unsubscribe rates, etc. and work to improve over time.

If you want to see real results from your email marketing, you need a strong understanding of how each email performs so you can make improvements and learn more about your customers and subscribers.
Spending a few minutes in your email reports will tell you valuable information like who opened your email, who clicked on specific links, and what information was the most interesting to your readers.

Posted by admin

Mid-Year Review: The Top Four Digital Marketing Strategies Of 2018

Business, Digital Marketing, SEO, Social Media Marketing, Technology 0

Marketing is evolving at an exponential rate. In fact, one survey found that 76% of respondents felt “that marketing had changed more in the past two years than in the previous 50.” Consider these digital marketing stats: By next year, mobile will account for 72% of digital ad spend. Over the last year, 60% of people started using voice search. Social media is the most popular content marketing tactic for 90% of business-to-consumer (B2C) businesses, and 94% of business-to-business (B2B) marketers use LinkedIn as part of their content strategy. Human behavior has changed, and marketers must keep up. Here are four digital marketing implementations that have moved to the forefront this year.

a) Hyper-Focused Content

Marketers are creating significantly more content. Between social media, video, photos, infographics and interactive content, consumers are saturated with content. You’re competing not just against brands with similar products, but for your audience’s attention, affection and money. Regardless of your industry, you must create a niche or hyper-focused content to attract attention.

Get specific. Think about underserved sub-niches within your audience and adjust your content calendar to appeal to these groups. For example, a fitness center may create content based on weight-loss tips or effective exercise techniques. Define your niche even more with a blog post such as “Weight training for busy moms” or “Safe and effective bodybuilding for those over 50.” If you provide the same content as your competitors, you’ll bore your audience. If you go out too far on a limb, you’ll confuse them. Find the balance between what your audience is already interested and what they haven’t seen yet. Think about targeting the niche of your niche.

b)Voice In SEO Strategies

Analysts predict that by 2020, 50% of all searches will be done using voice. That means if you are not including voice in your SEO strategy, now is the time to get started. Marketers know the importance of creating quality content to move up the internet search ladder. It’s even more important with voice search. The goal is to be in the coveted “position zero” when Google Assistant answers a user’s question. Position zero is usually the same “featured snippet” block that appears at the top of a search page. Optimizing content for those featured snippet blocks is critical to being featured for voice search.

c)Millennial Drivers

One study noted that convenience stores are twice as important to millennials as fast-casual restaurants. Why should this interest marketers? It shows that millennials want experiences that are short and sweet. Convenience is key. They want quick answers that are easy to find. Meet this need by offering a variety of search options with deep knowledge. Move past simple keyword searches. Use natural language and phrases that your millennial visitors are likely to use. Ensure they get the right answer by offering a real-time chat to guide customers that don’t find what they are looking for immediately.

How?

  • Use video.
  • Engage your audience on social media. Go beyond just having a presence.
  • Create valuable content. Work with their on-demand lifestyle by giving them the option to download meaty articles, e-books or webinars.
  • Develop an app to give millennials immediate information without the wait.

d)Artificial Intelligence

AI automation is transforming the way businesses interact with customers. In one study, 15% of respondents said they have used a chatbot to interact with a business in the past 12 months. How can you integrate bots into your digital strategy? Consider these three ways.

  • Interact with website visitors. AI bots are an easy way to live chat with visitors without a dedicated employee. Bots can be programmed to answer common questions, then pass the visitor onto a real person if the bot is unable to help. Remember to write questions and answers in your own voice, sticking to your company’s branding.
  • Qualify leads. Lead management is a challenge, especially with increasing numbers of leads coming from all of your digital efforts. Set up a bot to find out where the customer is in the sales funnel. Bots can converse, ask questions, answer questions, then pass the customer onto a sales rep when appropriate. Integrate with social media with tools such as a Facebook Messenger bot. You can direct customers to the right product without ever actually speaking to them.
  • Personalize the experience. Customers love a personal experience. Bots can be programmed to take in data from users so their visit can be personalized each time.

As 2018 unfolds, we should expect a good deal of changes in an ever-changing digital world. Be sure you stay abreast with the latest trends to assure you reach your digital marketing goals.

Posted by admin

10 Practical Email Marketing Tips – Boost Sales For Your Business

Business, Digital Marketing, Email Marketing 0

Email marketing is a delicate business. On one hand, you don’t want to be an evil spammer. On the other, email is an efficient way to stay in touch with potential and existing customers.

1. Choose an email automation tool that fits the size of your marketing team.

Many of the more robust products really need a staff person at the reins. If you can’t afford someone in that position, then turn your attention toward simpler software that requires little overhead.

2. Use a third party tool instead of Outlook.

You really need an unsubscribe button to give recipients the opportunity to opt out, and Outlook doesn’t have that.
In some countries you might otherwise be breaking the law, such as the European Union’s General Data Protection Regulation.

3. Protect personally identifiable information.

Use strong passwords with the service you use and never sell that information unless your privacy policy explicitly states you can (and even then it’s still probably a bad idea).

4. Don’t take yourself too seriously.

Boring, dry emails get old fast and people will almost invariably unsubscribe (except your competitors).
Be yourself, be conversational and feel free to poke fun at yourself every now and then. This makes your organization a little more human. And it makes your job more fun.

5. Automate syncing contacts with your CRM.

Loading or syncing your contacts from your Customer Relationship Management (CRM) tool can be labor intensive and can cause technical misfires that end up adding people who have unsubscribed back in, or sending people duplicate emails.
Instead, whenever possible, choose a tool that has a plug-in or integration with existing tools you use at your organization.

6. Use email automation to cross-sell goods and services.

If you’ve already converted a lead to a customer then you will have the ability to potentially sell them other items in your portfolio.
Don’t be too salesy, but do have multiple campaigns – those for prospects at each stage of the sales funnel and those for organizations who are already customers at various maturity levels – so the content is fresh and pertinent to them.

7. Use email automation to communicate more than just a sales pitch.

Don’t use email just to hawk products. Send surveys or thought leadership content such as an interesting industry report to stay engaged with customers, as long as you don’t do it too often.

8. Be timely.

If it’s tax season, for example, tell customers and leads how your product can help them file their return. If it’s April, talk about spring cleaning. If they’ve been a customer for three months, check in to see how they’re doing.

9. Have a call to action.

Let’s say you sent that email timed to tax season. Have a button with a call to action.
A great way achieve this is to coordinate a blog post and have a “Read more” button, and then a call to action within that post.
The longer you can keep a prospect’s or customer’s attention, the more likely they are to buy your product and stay with you.

10. Pay attention to when people unsubscribe.

This is simple – stop doing whatever it is you’re doing that made them unsubscribe.
Remember, if people are clicking, you’re succeeding. If they’re not clicking and they’re unsubscribing, you’re not! Email can be a very powerful tool for interacting with customers – as long as you do it right.

Posted by admin

Benefits Of Advertising Through Social Media

Business, Digital Marketing, Social Media Marketing 0

Social media advertising, or social media targeting, are advertisements served to users on social media platforms. Social networks utilize user information to serve highly relevant advertisements based on interactions within a specific platform. In many instances, when target market aligns with the user demographics of a social platform, social advertising can provide huge increases in conversions and sales with lower cost of acquisition.

What Are The Benefits Of Advertising On Social Media Channels?

Why is social media advertising your best advertising bet for quick ROI? Because…

  • Most channels require significant lead time to yield an ROI. For example, content marketing works best over time after it has been able to yield backlinks and SEO traction.
  • Some channels yield quick results but not day in and day out. For example, influencer marketing can earn you quick results in terms of sales for low effort (though high cost). But those results don’t continue occurring over time. Instead, you earn sales on a per post basis, and often less each time it is posted.
  • Some channels are consistent but time consuming to dial in. For example, AdWords can produce consistent results for your brand, but it takes a while to master and earn specific placement.

With social media advertising, you can have consistent sales coming in from the first day your website is live.
For modern ecommerce sites, the ability to immediately and consistently bring in new customers is a HUGE deal. Even if you can’t achieve net positive revenue on the initial sale, referrals, email marketing and customer retention can pay off extensively with every marginal customer.

The Different Types Of Social Media Platforms To Serve Ads:

  • Social networking (Facebook, LinkedIn, Google+).
  • Microblogging (Twitter, Tumblr).
  • Photo sharing (Instagram, Snapchat, Pinterest).
  • Video sharing (YouTube, Facebook Live, Periscope, Vimeo).

Benefits Of Advertising Through Social Media Include:

  • Grow your sales and your fanbase.
  • Use customer generated content for ads (which perform better, too!).
  • Better target net new and returning customers (so you waste less money).
  • A/B test on the fly, using platform analytics to determine winners.

Finding success on social media requires you to thread a number of needles together somewhat seamlessly.
You have to present a compelling offer via a compelling medium to people who will actually find it compelling, in a place those people will actually see it.

When you add the advertising element on top of that, you also need to a find a platform where users will actively engage with paid ads.

Are you interested, Contact Adox Global Pvt Ltd, the best among the digital marketing agency in kochi. We will be glad to assist you.

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