To market effectively, understand your customers
When preparing any marketing campaign, sometimes there is the desire to put the cart before the horse. Such impulses are understandable. Creating marketing collateral often provides the greatest opportunity for marketers to exercise their creativity. However, jumping directly to a campaign’s deliverables misses a critical step of the process. Before you can think about how you’re going to unroll your marketing efforts, first you must think about who you are trying to reach.
One effective strategy to accomplish this is the use of buyer personas, a fictional representation of your ideal audience. Generating these representations can be enormously helpful for the entirety of your campaign, guiding the channels you select and the marketing material you create. The following tips can help you start creating these personas and have a better chance of ensuring your campaign’s success.
Use Real-World Data
When creating buyer personas, it’s best to trust real-world data over gut instincts. Start by conducting a top-level audit of your current customers. You can gather this information from a wide variety of sources. From social media analytics to your customer database, we live in a data-rich world where important insights can be easily gleaned. Even a cursory look at this data can yield demographical information such as gender, age, geographical location, language, education level, career level, interests and more. Gathering this information can help build the foundation of your buyer personas, serving as a strong starting point for compiling additional insights.
Once you have sketched a rough demographical outline of your various customers, you will want to dig deeper into their psychology – identifying goals, needs and pain points in the process. To obtain this information, you can carry out customer interviews or surveys, gain insights from your sales team or look at analytic platforms like Google Analytics or Google Trends. Use these sources to build out a psychological profile for your various customer segments and go so far as to write down your customers’ potential motivations, goals and frustrations.
Channels and Technology
After you have obtained a clearer picture of who your customers are and what motivates them, you need to flesh out their behavior. Ask yourself how your customers go about finding the information they need for obtaining solutions to the problems that plague them. This question can help you better understand how your customers behave online, what publications or websites they read and even what devices they use to access the internet. This knowledge can assist you in tailoring your campaigns, allocating marketing dollars to the correct channels and ensuring whether you need to create collateral optimized for mobile technology or not.
It is hard to overstate the importance of buyer personas or how they can act as a lynchpin for the overall success of your marketing endeavors. Built correctly, buyer personas can guide other steps in the marketing process, governing how you segment your potential customers, how you select your marketing channels and even how you package your marketing copy. In short, by putting your marketing in front of the right people, with the right message, at the right time, you will have a greater likelihood of meeting your sales goals and taking your business to the next level.
You don’t need to be a techie to improve your website’s ranking and increase its traffic.
Your website is your business’s front door. But before you can harness your site to promote your business or connect with potential customers, people need to be able to find you online. That’s where search engine optimization (SEO) comes into play. While this can sound like a subject meant exclusively for a serious techie or marketing professional, the opposite is true. Everyone can implement basic SEO steps and start bringing more people to their website.
What is SEO?
SEO is designed to increase the quantity and quality of organic website traffic. Consisting of tactics employed both on and off your site’s pages, SEO allows you to achieve a better ranking for certain keywords that users type into search engines like Google and Bing. For example, if you are a company that sells birdhouses, SEO techniques can help your ranking for keywords related to birdhouses and similar products. If optimized correctly, your site will rank higher on search engine results pages. The higher rankings you have, the more traffic you’ll enjoy and the more sales you may potentially close.
On-page SEO starts with keyword research. Think about the terms for which your site needs to rank. Use a paid or free keyword research tool. Pay attention to each keyword’s competition ranking as well as its total monthly search volume. The goal is to find keywords that have a modest amount of competition and a high amount of search volume. That’s the sweet spot.
Now pepper your keywords throughout your site. Include a primary keyword in the title and headline of each page, and ideally in the “alt” descriptions for any imagery. Next, include secondary keywords in the body of each page’s content that complement the page’s primary keyword. Don’t stuff keywords into your site, however! Weave each word naturally into your site’s content. Keyword stuffing can lead to consequences being imposed by the search engines.
SEO also involves improving the site’s technical performance. Start by investigating the load time of each page. A slow site will drag down your rankings. Additionally, a site that is not mobile responsive or one with broken links will harm how a search engine perceives your content. Search engines want to provide the most helpful content to their users. They do not look kindly on websites that cannot deliver content quickly and efficiently.
Lastly, don’t forget about the importance of your actual content itself. Develop clear, concise and most of all helpful content assets that are easy to read and provide robust information. Google can read all your content. Make sure it likes what it sees!
Off-page SEO largely involves link-building. Links are important to search engines like Google and Bing, which perceive them as seals of approval from other websites. Of course, not all links are created equal. Some convey a greater sense of authority than others. Prioritize quality over quantity. Gaining a few links from popular and credible sites will help your rankings far more than having scores of links from lesser-known domains.
How can you best collect links? You could become a guest blogger for another site and include a link to yours in your blogger bio. You can get active on social media. While social media links do not impact SEO directly, by being active on social, there is a higher chance that more people will be exposed to your content and share it on their respective sites. You could even seek out notable websites that have broken links that overlap with content you own and offer a replacement link to the website administrator.
Take it one step at a time
You may feel overwhelmed at this point – and that’s ok. While the principles of SEO are straightforward, they require time to master. Take it one step at a time. Implement these basic steps to make tweaks to your website and collect some high-quality links. Additionally, never stop learning. There are abundant resources online that explain nearly every aspect of SEO. Keep moving forward, and before you know it, you’ll be looking at your very own optimized site.
Testimonials are an often overlooked, yet effective marketing tool. They can be helpful to gain new customers and keep potential return customers.
Think of your own experience making purchasing decisions. Do you go to a restaurant based upon a recommendation from family or friends? Before making major purchases, do you research and read reviews from people who have experience with the product or service?
Testimonials work because they aren’t strong sales pitches and they come across in an unbiased voice and establish trust. You’re using real people to show success in your product or service. In the end, your testimonials will be there to convert more prospects into customers as long as you use them correctly.
If you’re selling a product or service on your website, customer testimonials can be a key content element because they are unbiased comments that prompt visitors to buy. By using testimonials in text, audio or video formats on your site, you introduce content that will promote your product in convincing fashion.
Here are some tips for effectively using testimonials to convert more leads on your website:
1. Be Selective
A key to using testimonials is to choose the ones that work best. Instead of direct recommendations of your product or service (“I think it is great!”) – find testimonials that provide details that explain how it satisfies a consumer need or tackles a pain point. Testimonials that provide specific product benefits will induce sales.
2. Show Face
Make your testimonials eye-catching by adding an image next to your customer’s statement. Research has shown that adding a picture increases your click-through-rate by a significant amount.
Prospects like to put a face to a name. It helps them feel more secure and confident in what you’re claiming. It shows that the testimonial is coming from a real person. Adding an image is a simple addition that will increase your trust factor.
3. Show Them Everywhere
Once you get great testimonials for your website, it’s important to show them off.
Make sure to add them across your website wherever appropriate. Add them to your homepage, contact page, case studies page or even create a dedicated testimonials page. Use in ads, on social media and other materials.
You might try a web application that allows you to set up a testimonial page or a plugin that will allow you to post different testimonials on each page of your site. There are a number of possibilities, so determine what works best and incorporate testimonials all over your site.
4. Remember Your Buyer Personas
When gathering your testimonials it’s important to make sure you’re hitting all the pain points of every one of your buyer personas. Many of your prospects are looking to see testimonials that they can relate to; stories that show others like them being successful.
Be sure to feature customers from all the demographics and buyer personas that you’re trying to attract. Focusing on just one in your testimonials will limit your reach and value.
5. Never Fake It
The most important rule in sharing testimonials is to use real testimonials from real customers. It’s not worth the risk to fake anything on your site, especially testimonials.
Testimonials are there to provide credibility and establish trust. If you’re faking them, how are your prospects supposed to build a healthy relationship with your company? Faking testimonials can put your reputation on the line and even if you do win some business, your customers are likely to go in with unrealistic expectations.
6. Get Video
Creating a video testimonial isn’t a must, but it’s something you definitely should consider. Seeing and hearing a customer talk about your product or service resonates more than just reading about it.
Get some of your more personable customers to create a short 30 second to 1 minute video testimonial sharing how your company has helped them. Your prospects will be able to really see the appreciation and emotion from your current customers.
Reach out to your current customers who you know are happy with your company and ask them to share their success story. By showcasing these powerful feelings and stories about your product or services, you’re creating another tool to get prospects to trust your brand and commit to it.
Put yourself ahead by remembering some easy tips.
Good marketing doesn’t just remain important as we navigate a global pandemic, it becomes imperative. Sorting out how to represent your brand while constantly adjusting to an ever-shifting landscape can be a tall order, but that doesn’t mean it’s unachievable. We’re all learning on an international scale, but you can put yourself ahead by remembering some easy tips.
Remember Your Voice
Voice matters in branding. No one’s looking for generic ad jargon from social media content when things are normal, and they’re certainly not going to respond to it while in isolation. While everyone’s seeking some sense of normalcy, it’s important to remember that a shift in social strategy doesn’t have to mean shifting your voice. Outside of eliminating some dangerous buzzwords and avoiding jokes that may make light of the current situation, the voice you’ve cultivated up to this point should be the one you maintain as you continue to market.
Check for Insensitive Words
A good rule of thumb here is to avoid the use of anything that might pertain to the pandemic as a whole. It’s not so much avoiding the topic as it is wanting to avoid reminding your audience of their current situation. Avoid phrases like “killer deal”, or any health-related terms while drafting copy. It’s also wise to hold off any phrases that include gathering or events until Stay at Home and Shelter in Place orders are lifted.
To that end, remember to maintain an added level of sensitivity in your content. Use words or phrases that encourage a kind of togetherness without overtly stating or implying physical connection or gathering. You want phrases and keywords that make people feel less alone. Talk about how engaging with your post or taking your offer can help them do things like contribute or connect while avoiding the normal ad phrases like “take advantage of” or the idea of profiting off of or from something.
Copy Editing Still Matters
This might feel like a no-brainer, but we’ve all got a lot on our minds right now. It’s easy for copy editing to fall by the wayside while you’re juggling so many things, but clean copy is always a critical aspect of any social strategy. It’s wise to avoid any embarrassing typos while most of your demographic finds themselves at home with a little bit more time on their hands.
Current Clients Over Lead Conversion
While it can be tricky, the most engaging and effective content is going to be the kind that makes your audience feel comfortable. We’re in constantly uncomfortable times, and folks are just looking for something familiar and easy. We always want new clients and a larger reach, but your primary focus should be on contributing to the conversation with your current reach. Word-of-mouth is a powerful tool, and people will remember who kept things focused on business as usual rather than forming a sense of community and outreach amid uncertainty.
Sensitivity Is Key
Keeping things light in our interactions is a great way to make people feel at ease, but it’s a difficult line to tow right now. There’s still space to be witty but be sure that you’re maintaining a level of sensitivity while doing so. With emotions at an all-time high, a poorly placed joke can lead to lost engagement now more than ever before. This can easily circle back to remembering your social voice. You don’t have to change your entire strategy, just be extra mindful for the time being.
It’s really that simple! No one’s asking anyone to reinvent the marketing wheel. You can still have exceptional brand strategy amidst a pandemic, it’s just about adding a little extra dash of thoughtfulness into the equation.
Would you be surprised to know that 99 percent of people check their email every day?
With a statistic like that,
it’s not hard to see why email marketing is a go-to for marketing campaigns.
What’s confusing, though, is that sometimes, email marketing ROI can look a
An unsuccessful email campaign
in a world where opening emails is such a big part of people’s lives can be
confusing, and brings up an important question:
Where is the gap between consumers checking their email
constantly, but not clicking on your brand’s message?
As you consider the value of email marketing, consider this — 73
percent of millennials prefer email communication when receiving marketing
material. Ultimately, the problem may not be the marketing channel,
but the message delivery. So, is email marketing dead? Or, is there
something that can be done to enhance the email marketing experience — for
consumers and marketers?
A marketing strategy makeover
might be necessary for a struggling brand. Email marketing as a marketing tool
isn’t dead. But some email marketing practices are, such as impersonal email
address lines, violating General Data Protection Regulations (GDPR), ignoring
user experience, and not tracking metrics.
If your brand’s email marketing
strategy is currently struggling with bringing in high ROI, it could be that
your strategy hasn’t been improved to reflect how email currently works.
Ultimately, if you’re not
catering to your audiences, or if you’re not using metrics to appropriately
measure and improve your email campaigns, you’re likely missing out on ROI —
not because email marketing is dead, but because your strategy is outdated.
To improve your email marketing
ROI in 2020, here’s what to retire:
1. Impersonal subject lines
Email marketing starts before
readers even open the email. Subject lines can make or break open-rate, a
metric that tracks how many subscribers open your emails.
messages makes readers feel connected to what’s being sold. Generally, making a
subject line personal can be as easy as noting the holiday season or asking a
question to get readers thinking.
Think about what in your email
is the “must-know” takeaway, and create a short subject line that
taps into emotions to get subscribers clicking.
2. Ignoring GDPR standards
GDPR means making sure the reader gives clear, unambiguous
permission to receive marketing emails. Full compliance with GDPR ensures
that sending marketing emails is legal.
GDPR was created so consumers
know their data is protected and being used by brands they have trusted with
personal information. They opt-in to emails they’d like to receive from brands
they’re interested in.
This is good news for marketers
because it means your email campaigns will only be sent to users who are
genuinely interested in your marketing messages. It also ensures your email
marketing messages are compliant with the law.
3. Using templates that aren’t mobile-friendly
The world is mobile now. Many
people check emails from their phone.
Emails that aren’t
mobile-friendly are probably raising your bounce rate exponentially due to poor
user experience. Because it’s so easy to click away from something that’s
unappealing, emails optimized for mobile should be an important step in the
The Apple iPhone is the most popular method for opening emails.
For some audiences, marketing emails that are stellar for mobile should take
priority over emails for desktop, so the majority of readers don’t get turned
away from desktop-friendly templates.
4. Poor email design
It’s imperative to take time
designing emails that delight readers.
Emails lately have gotten snazzy. From animations to
GIFs, and even embedded full-length videos, businesses are dipping their toes
into exciting email marketing efforts to pull readers in.
Emails that have quick loading
time, bold CTAs (Call to Action), and colorful visuals typically perform best.
An email newsletter with long
paragraphs, the same-old template and a CTA that hasn’t changed in years are
less than exciting, and probably leave readers clicking out of that email.
5. Not strategically using metrics
Tracking metrics helps fill in
the gaps when looking where to improve marketing efforts. They break down the
behavior of email subscribers.
Metrics collect data on how
many people are interacting with emails, when they are, who they are, and for
how long. All of this information is important to know when planning because
they lead to important marketing decisions.
Metrics save time by reporting
on what’s working and what isn’t. To begin tracking metrics, consider what
email software you use. Many have reporting and tracking built into their
tools, as well as information about how that data is collected and interpreted.
Ultimately, the reasons you may not be seeing results, is not
because email marketing is dead — it’s because of how you’re
email marketing. So, before you turn away from email marketing as a whole,
think about ways you can improve your strategy to compete.