Tag Archive | "Marketing"

The Practical Guide to Franchise Marketing: How People Buy Now

Posted by MiriamEllis

This post contains an excerpt from our new primer: The Practical Guide to Franchise Marketing.

Planet Fitness, Great Clips, Ace Hardware… you can imagine the sense of achievement the leadership of these famous franchises must enjoy in making it to the top of lists like Entrepreneur’s 500. Behind the scenes of success, all competitive franchisors and franchisees have had to manage a major shift — one that centers on customers and their radically altered consumer journeys.

Research online, buy offline. Always-on laptops and constant companion smartphones are where fingers do the walking now, before feet cross the franchise threshold. Statistics tell the story of a public that searches online prior to the 90% of purchases they still make in physical stores.

And while opportunity abounds, “being there” for the customers wherever they are in their journey has presented unique challenges for franchises. Who manages which stage of the journey? Franchisor or franchisee? Getting it right means meeting new shopping habits head-on, and re-establishing clear sight-lines and guidelines for all contributors to the franchise’s ultimate success.

Over the next few weeks, we’ll be publishing a series of articles dedicated to franchises. Want all the info now? Download The Practical Guide to Franchise Marketing:

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Seeing the Shift

Whoever your franchise’s customers are, demographically, we can tell you one thing: they aren’t buying the same way they were ten, or even five years ago. For one thing, they used to decide to buy at your business as they browsed shelves or a menu. Now, 82% of smartphone users consult their devices before making an in-store purchase. Thank you, digital marketing!

Traditionally, online marketing wasn’t something that franchisees had to think much about. And that was sort of a good thing because everyone knew their lane.

  • Franchisors handled national or regional marketing through broadcast, print, and other media. They also handled digital marketing — which, within recent recall, consisted mainly of a website, social media accounts, and paid search.
  • Franchisees managed the local beat with coupons, flyers, direct mail, and other community and word-of-mouth marketing efforts.

Then people started shopping differently and traditional lanes began merging. Customers started using online directories to get information. They started using online listings for discovering local businesses “near me” on a map. They started reading online reviews to make choices. They started browsing online inventories or menus in advance. They started using cell phones to make reservations, click to call you, or to get a digital voice assistant like Siri or Alexa to give them directions to the nearest and best local option.

Suddenly, what used to be a “worldwide” resource — the internet — began to be a local resource, too. And a really powerful one. People were finding, choosing, and building relationships online not just with the national brand, but with local shops, services and restaurants, often making choices in advance and showing up merely to purchase the products or services they want.

Stats State the Case

Consider how these statistics are impacting every franchise:

  • 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase. – Google
  • 88% of shoppers regularly or occasionally browse products online before purchasing them in a store. – Adweek
  • 45% of brick-and-mortar sales in 2018 started with an online review — a 15% year-over-year increase from 2017. – Bazaarvoice
  • According to Google, “near me” mobile searches that contain a variant of “can I buy” or “to buy” have grown over 500% in the past two years, and we’ve seen a 900% growth in mobile search for “___near me today/tonight.” – Google
  • Search interest in ”open now” has increased 300% in the past two years. – Google

These are huge changes — and not ones the franchise model was entirely ready for.

There used to be a clear geographic split between a franchise’s corporate awareness marketing and franchisee local sales marketing that was easy to understand. But the above statistics tell new tales. Now there is an immediacy and urgency to the way customers search and shop that’s blurring old lines.



Ace is the place with the helpful hardware folks

Even a memorable jingle like this one goes nowhere unless the franchisor/franchisee partnership is solid. How do customers know a brand like Ace stands by its slogan when they see a national TV campaign like this one which strives to distinguish the franchise from understaffed big box home improvement stores?

Customers feel the nation-wide promise come true as soon as they walk into an Ace location:

  • Place located where the internet said it was? Check!
  • Abundance of staff? Check!
  • Friendly? Check!
  • Online purchase ready for pickup? Check!
  • Trust earned? Check!

A brand promo only works when all sides are equally committed to making each location of the business visible, accessible, and trusted. This joint effort applies to every aspect of how the business is marketed. From leadership to door greeter, everyone has a role to play. It’s defining those roles that can make or break the brand in the new consumer environment.

We’ll be exploring the nuts and bolts of building ideal partnerships in future installments of this series. Up next is The Unique World of Franchise Marketing. Keep an eye out for it on the blog at the end of the month!

Don’t want to wait for the blog posts to come out? Download your copy now of our comprehensive look at unique franchise challenges and benefits: 

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Six social media marketing strategies that work and convert

As an estimate, 3.499 billion people that make around 50% of the earth’s population are active social media users. Of that, Facebook alone has over 2.375 billion active users. WhatsApp, an instant messaging app by Facebook, has more than 1.6 billion users.

Other Facebook developments: Instagram has one billion, and SnapChat has 190 million daily users.

Despite the fact that Facebook owns a majority of leading social networks, there are many other social platforms where users love to engage and spend time. YouTube, Twitter, LinkedIn, Pinterest, and TikTok are some of the most popular, non-Facebook social media platforms at present.

Marketing on social media is quite different from traditional marketing. In 2018 alone, $ 74 billion were spent on social media marketing worldwide. Why? Because social media marketing yields better visibility and ROI than traditional and TV advertising do.

This blog covers six new and proven social media marketing strategies on the following key areas. Implementing these strategies, you will be able to bring in new customers, build strong relationships and trust, and win back customers that seem to have been lost forever.

Start creating Instagram stories

As mentioned earlier, Instagram has over a billion users. And, roughly, half of its users use Instagram Stories every day.

And that’s where you have a chance to cash in via your Instagram Stories.

Considering the fact that you can build your audience and convert them through your stories, you should have a separate dedicated strategy for your Instagram Stories.

If you too are planning to use Instagram Stories, here are some of the best practices to create Instagram Stories that get views, engagement, and clicks –

  • Add hashtags (#)
  • Tag your location
  • Run polls and encourage users to participate
  • Use trending stickers and icons
  • Follow the right image and video formats so your stories look good on mobile screens
  • Put your popular updates, content, and stories in highlights
  • Add links to stories
  • Place strong CTAs

If you have a verified business account or more than 10000 followers, you could also set up your shop on Instagram. And then, you can promote your products through your Instagram Stories and ask watchers to take the desired action to buy.

Get started with YouTube Ads

With its 1.9 billion users, YouTube is the largest and most active video social network. At an average, its users spend at least 40 minutes every time they open YouTube.

If you are a YouTube user, you are already aware of YouTube ads being run before and during the videos you are playing.

Imagine your ads being shown to users chosen strategically based on whether they fit into your buyer definition.

Wouldn’t that be a great way to boost visibility and awareness?

You can target users – or show your ads to specific users – based on their Google search and YouTube watch history. Put simply, if a user has searched for a product or term on Google, and you have a product that falls into that category, you can choose to show your advertisement to that user.

YouTube reaches more people than any TV network in the world. Using YouTube Ads could give your brand massive visibility and your sales a big boost.

To set up your video ad campaigns, you will need to create attractive and meaningful videos to engage and delight your audience. Here is a complete guide to create and run your video ads campaign on YouTube.

Increase your reach with Facebook Ads funnel

Facebook’s more than two billion users access the platform eight times a day, either through web or mobile. That makes it the most active social network as well.

Given that, it becomes a platform with plenteous sales and marketing opportunities.

26% percent of users who click on Facebook Ads go ahead and make the purchase. 39% of users follow official brand pages expecting to receive the latest offers.

But, to be exact, Facebook is not a place where a user is ready to buy. It is certainly a platform to make a user a loyal customer that not only will buy from you in the future but will also spread your brand through the word of mouth.

If pitched right, Facebook Ads offer higher returns on investment meetings, and in most cases, surpassing your ad objectives and expectations.

The most important element of your Facebook ads is your content, which could be a blog post, infographic, video, live webinar, or eBook. The focus should be on producing quality content that you can pitch your audience.

You can also create the same content in multiple formats so that you can convince people at different stages in different ad formats through different ad sets. Creating and promoting segmented content by targeting it your lookalike audience is the basics of Facebook Funnel marketing.

Remarketing is probably the best feature of Facebook Ads. You could expose your brand (through your ads) to potential audiences multiple times till the time they make a decision.

TikTok Ads for a specific audience

TikTok rose to fame after a revamp, followed by the takeover of Music.ly a couple of years back. This Chinese social network allows users to create 15-second videos while lip-syncing on popular soundtracks, music, movie dialogs, and famous personalities. This fun app is largely popular among teens and those in their twenties.

The platform is available in 150 countries and in 75 languages. On Apple AppStore and Google Store, TikTok is one of the most downloaded free apps.

TikTok is an attractive marketing platform, especially if you have products that interest teens and tweens.

Of 500 million, 26.5 million are from the United States and 43% from India. 66% of its audience is below 30 years. These stats tempt marketers to use TikTok marketing to promote their brand.

IGTV for more views and actions    

IGTV is probably Instagram’s best feature from a marketer’s standpoint. Earlier, it was a standalone app.

Back then, using it was an uphill battle for marketers and a confusing affair for the user. It was challenging for marketers to generate engagement and views on their videos.

Now, things have turned easier.

What’s more interesting is: Users can now see IGTV previews on their Instagram feed. And by tapping the preview on their feed, they can move to and watch the video on the IGTV tab which is existent within the app’s interface.

Your videos are also shown in the search or discover section on Instagram – which gets you more views from users interested in videos, products, and services like yours. Strategic use of IGTV gives your brand a chance to showcase your product videos in an interactional manner and stand out.

With that, Instagram and IGTV offer a completely different approach to reach and convert. So gear up and create IGTV specific videos to deliver quality and value, and to gain more views and engagement.

Here are seven useful tips to get started with IGTV marketing

  • Create videos in Instagram-friendly (vertical) format
  • Keep your video content short and crisp – full of information
  • Choose different backdrops or locations to shoot your video. (it helps create visual interest for the audience)
  • Conduct game shows and interviews (make sure they are relevant)
  • Add subtitles to your videos (and make it easier for users, who watch videos with the sound off)
  • Use pop-up texts to send important messages during the video
  • Design your cover photo showcasing your title and keywords

Live video marketing

To make your marketing efforts perform, you will need to be different. Social media has transformed how businesses are run. The dominance of video-sharing platforms such as YouTube, Vimeo, SnapChat, and TikTok has ignited a new trend within social media.

Since users spend one-third of their time watching online videos, video marketing has now become an integral part of any successful social media marketing strategy. And for that reason, 87% of marketers use video to market their content and brands.

Evidently, every brand and marketer seems to be doing video marketing. So, now is the time to take a step further and indulge in live video marketing.

Live video is the future of video marketing. People love watching live videos more than pre-recorded videos, as it is more trustworthy. Users know that there is no editing involved and what they are seeing is true and unedited.

According to a survey, 80% of customers would be more interested in watching live videos rather than reading blogs, web pages or customer reviews. Videos are easy to digest, and live videos add a dash of reliability to easy understandability.

If you haven’t started a live video, put together a live video marketing strategy for all social networks that support live streaming.

Since you are managing multiple platforms, you would not want to spend all your time navigating from one platform to another. It makes perfect sense to introduce a social media marketing tool in your process. Not only will it save your time, but also streamline your process and makes it easier for you to analyze and develop future strategies.

The success of your social media strategies relies largely on the experience of the user first on your social media and second, on your landing page. This definitely includes, but is not limited to, the content, the navigation, the design, and the call to action.

To supercharge your social media marketing efforts, you could consider working on the SEO part as well. People still use search engines to find products and services they need. Installing an SEO extension on your website, you can improve its SEO-readiness and performance on search engines.

To end with, here is what you should focus on

  • Select the right platform(s)
  • Set your goals
  • Identify your target audience
  • Share what your audience likes to engage
  • Make your social media strategies flexible
  • Be consistent
  • Never leave a chance to interact with the audience

To identify what’s working and what’s not, you should keep a watchful eye on the performance and outcomes of your updates and social media ads. Make necessary changes in your social media strategy as and when needed.

I hope the ideas suggested in this article help you curate an effective social media marketing strategy for your brand. If you have some questions or if you would like to share something, drop a line in the comments section below.

Birbahadur Singh Kathayat is an Entrepreneur, internet marketer and Co-founder of Lbswebsoft. He can be found on Twitter @bskathayat.

The post Six social media marketing strategies that work and convert appeared first on Search Engine Watch.

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The Betty Crocker Secret to Email Marketing that People Want

You’ve heard it a thousand times: The money’s in the list. If you’re serious about your digital business, you need…

The post The Betty Crocker Secret to Email Marketing that People Want appeared first on Copyblogger.


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Marketing 101: What is baking in?

Daniel Burstein explains what exactly is meant by “baking in” in a business and marketing context.
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Does Your Marketing Copy Have Earfeel?

Great advertising and branding doesn’t just get a point across. It gets the earfeel just right.
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What You Need, When You Need It: Vital Digital Marketing and Sales Training

Copyblogger has always been a place that encourages creativity. We want to help people have creative careers and do meaningful…

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Luxury marketing search strategy, Part 3: Integrated marketing communication

In the first two articles of my luxury search marketing series, we discussed the consumer mindset, what motivates and drives shoppers to purchase, and then the strategies and tactics that can be used to reach those shoppers and maximize results.

Now, I’m going to tie everything together. In the third and final article of the series, we’ll discuss the importance of an integrated marketing communication (IMC) campaign in the luxury goods industry and why it’s a must if you want to survive in today’s ultra-competitive and highly fragmented search landscape.

What is integrated marketing and why do luxury brands need it?

Today’s consumers are bombarded with messaging from many different marketing channels. Integrated Marketing cuts through the clutter by delivering a unified and seamless brand experience for consumers across channels. Integrated Marketing delivers a seamless experience with one clear message that is relevant to consumers no matter what channel they are using.

In the second article of my series, we discussed how the luxury consumer craves an experience. Luxury shoppers search online to find the luxury items they want, discover new experiences, and to engage with their favorite brands wherever, and to make their purchase whenever they want1. Therefore, creating seamless experiences along the customer journey is especially critical for luxury brands.

Understanding the consumer decision journey is crucial

The consumer journey is no longer a linear path-to-purchase. It has evolved into a complicated and dynamic process during which consumers interact with many different touchpoints along the way. Reaching consumers at the moments that most influence their decisions should be our goal as marketers. McKinsey’s Consumer Decision Journey applies touchpoints for these different opportunities to influence consumers.

The consumer decision journey is a circular decision-making process with four phases:

  1. Initial consideration
  2. Active evaluation – information gathering, shopping
  3. Closure – the moment of purchase
  4. Post-purchase – ongoing exposure to the brand

For search marketers to leverage the consumer decision journey, you need to find ways to get your brand into the consumer’s initial consideration set. We can do this through SEO and integration with other marketing channels.

Integrated marketing and SEO

Search marketers strive to maximize brands’ and companies’ visibility through top search engine rankings. This visibility is key to making it into the consumer’s initial consideration set. I’ll share some integrated marketing strategies that will help improve your SEO and overall business results.

1. Integrate organic and paid search marketing

Numerous studies2 have illustrated how SEO impacts the number of clicks that paid ads receive. Google has shown that when a site has strong organic results, the site is likely to see an increase their click-through-rate for paid search ads on the same search results page. Other studies have shown that the reverse is true – paid search can improve the results of organic search campaigns.

Putting it into practice

Align organic and paid messaging: You want unified messaging, not conflicting messaging. All messaging should be aligned and customer-centric. One way to achieve this is to include top-performing paid ad copy into your organic meta descriptions. For example, one of my paid search counterparts at our agency identified that the term “award-winning” performed the best in their ad copy. We have incorporated it into our meta descriptions to improve organic click-through-rates and to present a unified message to the searcher. This maximizes SEO performance while delivering a seamless experience for the luxury customer.

Improve pages with low-quality scores: Identify the pages where you have a low-quality score and work to increase it. Higher costs-per-click can be reduced by improving landing page experiences and page load times. Identify paid keywords that need organic support. Improving organic content for these keywords can help to drive your paid search campaigns and improve your campaign’s efficiency.

2. Capitalize on events

Leveraging event marketing3 is another way to reach potential customers and build brand awareness. You can leverage specific event types based on your industry to build brand awareness, and as an additional benefit, drive direct and referral traffic. Recurring seasonal events, fashion shows, and international fairs are likely to have strong search volume. These types of events present a great opportunity to increase your brand’s visibility during key moments throughout the year among a highly engaged audience.

The luxury watch brand, TUDOR, created a dedicated page on its website for Baselworld, an international watch and jewelry industry event. This dedicated page is optimized for “New TUDOR Watches – Baselworld 2017” and the content speaks to the new models of watches that would be debuted at the show. This type of page offers another avenue to generate organic visibility and traffic to the website.

Putting it into practice

Create a dedicated event page: You can create a page on your website that’s dedicated to a specific event type. For example, brand.com/eventtype-2019. This page can be used for PR and shared on social networks to help build search authority and brand awareness. Make sure that the brand message you share is consistent across all customer touchpoints.

3. Utilize visual social networks

Don’t limit your SEO to just Google. Visual and social networks4 like Pinterest, Instagram, and YouTube present a significant opportunity for brands to generate awareness and visibility. Pictures and videos are powerful mediums capable of evoking the aspirational emotions associated with luxury purchases. Don’t forget, one of the primary reasons people buy luxury goods is to display status. Brands should be taking advantage of this by publishing content that helps luxury consumers fill this need.

CHANEL frequently creates this type of content. The “Inside CHANEL” campaign is a great example of how you can leverage images and videos. “Inside CHANEL” gives people an exclusive look into the brand’s history and it does this by sharing the brand’s story through pictures and videos. In addition to the “Inside CHANEL” website, the campaign’s videos are hosted on YouTube making it easy to share them among your social networks.

Putting it into practice

Create visual, aspirational content for social networks: Think about the type of content that people will want to share to impress their friends and peers. When creating this content like pictures or videos remember that it should evoke the types of emotions that make people want to share it.

Content creation tips

  • Define your target audience and ensure that they are searching on the channel where you want to publish your content – Are they females and/or making the buying decisions? If so, Pinterest can be a good fit.
  • Ensure this content has an exclusivity aspect to it. Ensure that people feel like they have access to something special. It should be original and unique.
  • Make the content easily sharable across your social networks. The last thing you’ll want is to have a great piece of content that’s difficult for people to share.
  • Ensure that the messaging is seamless across channels. Remember, the hallmark of an integrated marketing campaign is messaging that is consistent across channels.
  • Ensure your content is optimized using descriptive image alt text. Make sure you are using the right image format and file size that is optimal for the channel. Each social channel has different tips to maximize visibility within their platform. Make sure you consult their guidelines.

Recap

We’ve covered a lot of ground in this luxury marketing search strategy series. To wrap things up, let’s summarize some of the key points for successful SEO and search marketing in the luxury industry.

The first article discussed the reasons why we buy luxury goods—because of how they make us feel and because we crave an experience along with the exclusivity. Let’s not forget about the role of dopamine in the process, which is where the anticipation of the reward comes in.

The second article covered the SEO importance of creating emotionally fulfilling content and keyword intent research. We also discussed why you need to invest in your meta description to make it more enticing. It’s important to win the click and entice consumers to learn more about your brand, and ultimately, convert.

Finally, the third article covered the role of integrated marketing for luxury brands and the benefits of a consistent brand theme/message across all customer touchpoints. Aligning your paid and organic search efforts, capitalizing on events, and creating visual, aspirational content that can be shared across social networks is a must.

Final thoughts

As marketers, our goal should be to support the organization’s vision, mission, and values, and work hard to improve the company’s bottom line, regardless of the channel. It’s a collaborative effort between multiple marketing channels. It’s all too easy to default to a siloed approach, so we constantly push ourselves to think outside the box and develop inventive solutions for the challenges facing our customers. That’s where our real value as SEOs will shine through.

References

  1. The Meaning of Search Engine Optimization for Luxury, LuxeDigital – https://luxe.digital/digital-luxury-speakeasy/search-engine-optimisation-seo/
  2. How Organic SEO and PPC Impact Each Other, Brightedge –https://www.brightedge.com/content/how-organic-seo-and-ppc-impact-each-other
  3. Why Luxury Brands Should Capitalise on Events, Luxury Society – https://www.luxurysociety.com/en/articles/2018/03/seo-strategy-why-should-luxury-brands-capitalize-events/
  4. 10 Marketing Strategies for Luxury Brands that Deliver Results, VentureHarbour – https://www.ventureharbour.com/luxury-brand-digital-marketing/

Jennifer Kenyon is a Director of Organic Search at Catalyst (part of GroupM). She can be found on Twitter @JennKCatalyst

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B2B Influencer Marketing Adds Up To Nurture and Ultimately Conversion

“We co-create content with (B2B Influencers) in concert with brand messaging,” says TopRank Marketing CEO Lee Odden. “So now instead of people just ignoring the press release we actually have storytelling happening with these different voices. You have this intersection of one or two or three or four influencers talking about this topic and those audiences intersect and cross. Your customer is hearing this credible message not only from the brand but also from people that they trust in different channels. That all adds up to yes. That all adds up to nurture and ultimately conversion.”

Lee Odden, CEO of TopRank Marketing, discusses how B2B influencer marketing can be a highly effective force in driving leads and conversions for companies. Lee was interviewed by Tim Washer at the 2019 Content Marketing World Conference & Expo:

Influencer Marketing Is Powerful Because Of Influence Itself

Influencer marketing is powerful because of influence itself, not about the people. Influence has always been a factor in being persuasive and being effective as a communicator, as a marketer, and really being able to tap into the dynamics of that. The psychology and sociology of that is something that is everlasting, it’s evergreen. While there are trends in terms of tactics that come and go, there’s this consumerization of B2B. B2C influencers are misbehaving and have fake followers, etc. and some of that’s leaking over into B2B. But I think that’ll reconcile a little bit and kind of clean itself out. In the future brands are going to be looking at influence as a really key component of their holistic marketing strategy internally and externally.

A lot of people when they think of influencer marketing they think of a Kardashian or some people think of something like Baddiewinkle, a 90-year-old woman who wears hip-hop clothes and now has her own makeup line on Sephora versus someone like Tamara McCleary interviewing an executive at Dell about the right IT infrastructure for doing edge computing. That’s really what it’s about in B2B.

B2B Influencers Actually Have To Have The Main Expertise

One of the big differences between B2B and B2C influencers is that in B2B you actually have to have the main expertise. You actually have to be knowledgeable and have a depth of that expertise in what it is that you’re influential about. It’s also important to have a network for distribution and a place to publish your content. It’s great to have a personality and that’s less common in B2B, where you have charisma. Well, lack of personality is a form of personality I suppose. 

The good thing is that we’ve figured out ways to coach folks that have that domain expertise and an active following but they’re not necessarily used to being social. We are coaching them in how to activate themselves and to pull out the best of what they have to share in a way that’s very promotable. Many of them start to open up a little bit after we show them how to do it.

B2B Influencer Marketing Adds Up To Nurture and Conversion

In the planning stages (with a client looking to promote something) we’ll look at the topics that are important around the announcement and how it affects customers and how customers will think of that news and how it’ll affect or change their lives. Those topics are then what we want to be influential about. We’ll use those keywords or topics to search our network using influencer marketing software to find who is influential around those topics, who’s publishing content, who self-identifies around that topic, and whose audience is actually activated around that topic. We find those people who have trusted voices with an active community and we invite them to collaborate on content and give their opinion about the announcement. 

We co-create content with them in concert with brand messaging. So now instead of people just ignoring the press release we actually have storytelling happening with these different voices. You have this intersection of one or two or three or four influencers talking about this topic and those audiences intersect and cross. They intersect across channels too. Your customer is hearing this credible message not only from the brand but also from people that they trust in different channels. That all adds up to yes. That all adds up to nurture and ultimately conversion.

B2B Influencer Marketing Adds Up To Nurture and Conversion – TopRank Marketing CEO Lee Odden

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Four ways to use marketing feedback loop to optimize SEO efforts

This is a marketing strategy that may change everything you know about content marketing and SEO.

The customer feedback loop is an effective way to improve your offerings to your customers and modify what they get based on their feedback. It’s a business strategy that has been in existence for quite some time, but here, it’s refined towards content marketing and SEO.

Surely, there are ways you can make use of one of the most effective business and marketing strategy in human existence. And it’ll improve your content marketing and SEO efforts and help grow your brand. I’ll be taking a deeper look into the feedback loop, how it works in marketing and how you can apply this to your content marketing and SEO efforts.

What is a marketing feedback loop?

Firstly, let’s try to understand what marketing feedback loop is and how it works in the traditional marketing world. Done correctly, and with a well documented and measured process, the marketing feedback loop can improve your content marketing and SEO results.

According to HubSpot author, Caroline Forsey,

“A feedback loop is a process in which the outputs of a system are circled back and used as inputs. .. this refers to the process of using customer or employee feedback to create a better product or workplace.”

Marketers will understand that there are gems to be found in the feedback their businesses and products receive online. Both the positive and negative feedback you get, if utilized properly, can significantly transform how customers perceive and interact with your brand.

A marketing feedback loop is created when a business utilizes the responses they attract from a campaign effort or a product on the social web, and this can be later utilized in their marketing efforts. This may also include feedbacks from surveys and research campaigns.

Here, we’ll look at how it can be utilized to improve content marketing and SEO efforts.

How to create opportunities marketing feedback loop

Identifying opportunities for marketing feedback loop is just as important as how to make it work for you. Customers will take to social media to raise concerns or praises about your products and services where potential customers are actively participating in discussions that will determine whether or not to choose you over the competition.

Naturally, you’ll incorporate praises about your services into your testimonial campaigns to promote your business. These content are easily seen. Negative feedback, on the other hand, is where the treasure lies. And you will almost always miss them.

Below, let’s take a look at ways to identify marketing feedback loop and ultimately how you use it to improve your content marketing and SEO efforts.

  • Necessary tools: The first step to identifying opportunities for feedback loop is to actively monitor mentions about your brand on the web. This includes social media, blogs, and forums. In this case, the right tools, and people are what you need. Some tools to employ may include Mention, Radian6 and setting up Google Alerts for known names/keywords (or phrases) your brand is associated with.
  • Surveys: What’s better than the opportunity to secure valuable feedback? One that is solicited. Implementing surveys can help you to elicit feedback from your users right before they share it themselves. This will give room for you to identify potential issues and address them before they become problems.
  • The right person/team: Is someone on your team who determines how customers’ feedback should be responded to and what department gets to see and utilize it. This individual is responsible for its proper documentation as well. Naturally, they should be working very closely with the marketing department.
  • Interpreting constructive and negative customer feedback: Most times, when emotions run high with customers, constructive criticisms may come off as negative feedback. This may be perceived as an attack on your brand if care is not taken to analyze the issue — leaving you with a missed opportunity to improve on both SEO and content efforts. Instead of making a blanket judgment on the surface and writing of the complainant as a troll, look closely to identify what others may agree within their feedback. There, you’ll find your next content fodder and SEO hack.

How significant are feedback loops to content marketing and SEO?

Customers’ feedback can be looped into the whole brand experience output, which includes user experience(UX), answering the right questions on your website (enabling for richer content experience and broadens keyword opportunities).

Getting content marketing and SEO benefits from implementing feedback loop in your marketing would be a successful effort if done the right way. The following procedures will not only ensure you’re creating a better experience for your users but also gaining SEO advantage in the process.

Using a feedback loop to improve SEO – UX improvements

The most significant drawback to most businesses’ web presence is the user experience, and Google — growing ever-smarter with its constant algorithmic updates — is now effective at scoring a website’s rankings based on overall UX score. The best way for businesses to know how their UX measures up is through direct feedback from those using it. Here, customer feedback can be looped to the design team who can improve upon the website feel and accessibility. The result is a website with better UX and improved search rankings.

A feedback loop can prevent worthless content efforts

Say your content marketing team have been working tirelessly, analyzing trends and interviewing industry experts just to improve visibility and rankings. But the result is slow or abysmal. Here, the marketing team should be tasked to score through the complaints that have been left by your customers and come up with problem-solving content to line up your content calendar. This will not only directly address your users concerns but will help you see improved content marketing efforts.

Where have feedback loops improved SEO efforts?

In 2018, I and my partner at Effective Inbound Marketing, Ayodeji Onibalusi conducted a survey asking people to go visit our website and give feedback about what should be improved on. Majority of the responders wanted us to improve navigation and some others wanted us to produce more marketing content on the blog.

We incorporated the feedback loop by upgrading our content output and introduced breadcrumbs that’ll show the users how they navigated our website. These improvements saw our Alexa ranking move from 850,000 in December of 2018 to 272,000 as of today (August 2019) and our navigation improvement saw our users spend more time on site, dropping bounce rate by 50% and also increasing the number of pages visited per user. This has trickled down to our rankings, with terms like “Amazon” and “Russian Marketing” now driving users to our website.

Three takeaways from this

  • The smallest feedback loop implemented can have a significant impact on SEO
  • When implementing feedback loops, consider users satisfaction first
  • A feedback loop can be equally effective if solicited from users

The right way to use a marketing feedback loop to improve SEO

Getting marketing feedback loop right shouldn’t be tricky if you follow best practices. The core purpose of a marketing feedback loop is to use constructive complaints from your customers to improve your content marketing and SEO efforts. This can be accomplished by identifying their pain-points and incorporating this into your content and SEO campaigns.

Successful marketing feedback loop must follow these rules to positively have an impact on content marketing and SEO.

Is timely

Customers feedback should be looped to the right department as quickly as possible. Ideally, the customer should already get a response within the first hour, on the same channel. If it’s worth incorporating into a content, your content marketing team should already have a well-thought-out long-form content that addresses critical factors and answers questions such as:

– Was the complaint legitimate?

– Would other customers face this same issue?

– Was there a solution in place before?

– How did the company help the customer resolve the complaint?

– What did the company do prevent future customers from experiencing the same?

The medium of feedback should remain the same

Marketers should not make the mistake of addressing issues on different channels from where feedback originated from. Instead of providing a solution to a problem, this may escalate situations as the customer may assume you’re being defensive and trying to manipulate the situation.

If complaints are generated on social media, the complaints should be acknowledged on the same medium. Then support can take it up from there either through DMs or tickets. After which marketing feedback loop should be implemented once there is satisfaction, and then a campaign can be created out of it.

Must address concerns generated through implemented changes

For example, if users complain about the inability to access your products due to lack of breadcrumbs and poor navigation features — like the absence of a search tool, a short term solution may be to point them to categories or help them identify tags. But going further to introduce the features that’ll create a better experience would serve a longer-term purpose.

Changes implemented may be the focus of marketing feedback loop campaign

If the above approach is implemented, then a content marketing campaign around the customer’s feedback and the success achieved would be a welcome step. This would not only help attract more users through content marketing but would also show your brand as a listening one.

Conclusion

Getting content marketing and SEO right is critical to the success of your business if you’re competing online. Then the goal is to discover strategies that’ll keep your efforts successful and help you serve your users better. Marketing feedback loop helps you get this done.

Have you tried using a marketing feedback loop to optimize your SEO efforts? What results did you get?

Femi Haastrup is Founder and CEO of Femtrup LLC. He can be found on Twitter @Femihaastrup.

The post Four ways to use marketing feedback loop to optimize SEO efforts appeared first on Search Engine Watch.

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