Tag Archive | "Marketing"

How Successful Marketing Writers Plan Their Content

I never realized just how important it was to connect content with business goals until I had a particular conversation with a client. The client, excited to get started on blog content together, had a running list of topics for me to cover. But then something strange happened. When I asked for background information on
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7 Local Marketing Tips to Help You Make More Sales

Most small businesses want to spread the word about their product or service to as many people as possible. But after covering the cost of inventory, employee wages, utilities, taxes, and a host of other expenses, many of these businesses simply don’t have enough money left over to launch widespread advertising campaigns. The good news is…even if you’re running a business on a tight budget, you can still afford effective advertising; you’ll just need to think local.

Local marketing, or location-based marketing, is the process of optimizing your company’s website and online presence to drive traffic to localized areas. This is particularly useful now that Google’s algorithm utilizes location in its search results. People looking for goods and services online get results for nearby businesses relevant to their search request. This is a highly targeted, low-cost way for businesess—big and small—to reach customers.

7 Ways to Increase Your Revenue With Local Marketing

1. Optimize Your Website for Mobile

Small businesses need to capture the attention of mobile searchers. Increase the odds of converting these leads by optimizing your website for mobile so that whatever screen your site is accessed on, it will still be displayed seamlessly.

2. Get Your Business Listed

One of the first things you can do for your small business is to get listed on Google’s My Business or Facebook. Doing this will enable you to update and manage critical information like your business address, contact details, opening hours, and images.

3. Build Bridges With Local Businesses

Align yourself with an established shop in the area and come to a mutual marketing agreement. For instance, offer a consultancy group could offer a discount on one of its seminars to the top clients of a local accounting firm. Working with these businesses enhance your credibility and gives prospective clients a chance to learn more about your company.

4. Secure Testimonials

A lot of people rely on online reviews when they’re trying to assess whether a business is trustworthy. Try to secure a testimonial from a resident since it will carry more weight, especially if it’s from someone known in the area.

5. Use Social Media to Engage With the Locals

Social media has made connecting with people so easy. You can integrate platforms like Facebook or Instagram into your customer service and outreach efforts. For instance, you could use hyper-local keywords in your posts or hashtags to establish your current location or put the focus on local stores that you have partnered with.

6. Work With Local Publications

Work with local publications to engender more face time with the area’s residents. Find a publication that ties up with your product or business model. Check if they’re looking for ad placements or even guest blog writers. You can even ask them if they can do a write-up about your company.

7. Sponsor a Community or Charity Event

Sponsoring an event is an effective way to utilize one of the most fundamental advertising tactics—putting your name on something. Consider sponsoring a neighborhood team or donating to a known charity in exchange for putting your brand’s name on the marquee or t-shirts from the event. You’ll be giving money to a good cause while ensuring that your company’s name is seen by a captive market.

A local marketing strategy can be an effective way to generate sales for your small business without spending too much. Get your brand noticed by interacting with the community, whether it’s through local influencer, partnering with an established shop, or sponsoring an event.

[Featured image via Pixabay]

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SearchCap: Google launches video cameos, state of local marketing report & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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The 10-Step Content Marketing Checklist

In the last few years, content marketing has become the marketing approach that all the cool kids are supposed to be doing. Coca-Cola is doing it, IKEA is doing it, Copyblogger has been doing and talking about it for more than 10 years now. So it’s a no-brainer, right? Except, uhhhh, what is it exactly,
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Digital Marketing News: Facebook’s Playable Ads & Business Pages Update, Gen Z Mom Trends, & B2B’s Video Uptick

Facebook Business Pages

Facebook redesigns biz Pages for utility as feed reach declines
Facebook has released a slew of changes to its popular Business Pages offering, including updates to mobile, recommendations, events, jobs, and Facebook Local. The updates bring marketers new opportunities along with the need to re-think certain strategies that may no longer be relevant. TechCruch

Twitter loses ability to let users auto-post tweets & retweets to Facebook
Facebook changed how its API is utilized by some 60K apps, including Twitter’s, doing away with cross-posted auto-tweets unless going through the more limited posting options of Facebook’s Share feature. Marketing Land

Move Over Millennials: It’s Time To Discuss How To Win With Generation Z Moms
An examination of digital native Gen Z moms and their online brand engagement traits and habits. Forbes

Making B2B video content work: marketers from Linkedln, Dailymotion and The Smalls share best practices
Marketers from LinkedIn (client), The Small, and Dailymotion take a serious look at what’s working in B2B video marketing, what isn’t, and why. The Drum

Facebook launches playable ads, tests retention optimization for app advertising
With Facebook’s recent launch, are playable ads likely to make their way into other, non-gaming areas of digital marketing? Marketing Land

‘Better ROI than influencers’: Meme accounts attract growing interest on Instagram
Brand and publisher partnerships look at engagement via meme, where even small follower counts can produce high engagement rates. DigiDay

2018 August 10 Statistics Image

We Analyzed 43 Million Facebook Posts From the Top 20,000 Brands (New Research)
A new study from Buffer and BuzzSumo examined Facebook posts from some 20,000 top brands, and results show posting volume has been up while page engagement has decreased. Buffer

Snapchat launches ad marketplace for Discover partners & brings Commercials to Ads Manager
Snapchat’s Private Marketplace and non-skippable ad options were among several new beta features recently rolled out to publishers. Marketing Land

ON THE LIGHTER SIDE:

Marketoonist Tom Fishburne ROI of Marketing Cartoon

A lighthearted look at the ROI of marketing by Marketoonist Tom Fishburne — Marketoonist

Anti-Poser CAPTCHA Asks User to Click ‘Every Real Punk Band’ — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — Top 10 Content Marketing Blogs on the Internet Today — Blogging.org
  • Lee Odden — 50 Tips for Ad Agency New Business — Michael Gass
  • Lee Odden — Natural Language Generation Accelerates Content Marketing, But Keep Your Hands on the Wheel
    CMSWire
  • Lee Odden — 9 Expert Guides: How to Win at Influencer Marketing — Marx Communications
  • Lee Odden — Main Stage Spotlight Speakers at Pubcon Pro Las Vegas — Pubcon

What are some of your top influencer marketing news items for this week?

Thanks for reading, and we hope you’ll join us again next week for the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


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Digital Marketing News: Facebook’s Playable Ads & Business Pages Update, Gen Z Mom Trends, & B2B’s Video Uptick | http://www.toprankblog.com

The post Digital Marketing News: Facebook’s Playable Ads & Business Pages Update, Gen Z Mom Trends, & B2B’s Video Uptick appeared first on Online Marketing Blog – TopRank®.

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Benefits of Adding In-App Advertising to Your Marketing Strategy

In-application marketing has grown by leaps and bounds, thanks to the prevalence of mobile devices. With more people utilizing gadgets connected to the internet, companies are now spending more of their marketing budget on mobile web advertising.

One strategy on the forefront of mobile advertising is in-app marketing. As the name implies, in-app marketing is any campaign or message that’s specifically designed to appear within a mobile application while the consumer is using the app. Unlike emails or push notifications, which engage the consumer outside of the company’s app, in-app ads take advantage of the moment and hook customers in real-time.

Digital marketing strategies, like geo-targeting, are still important but brands and marketers believe that in-app advertising is the way forward. As a matter of fact, it has been estimated that global in-app revenue will reach $ 189 billion by 2020.

Worldwide in-app advertising and app store revenues of mobile apps and games in 2015 and 2020 

[Graphic via Statista]

Aside from the fact that in-app marketing is a money-maker, there are also other benefits to utilizing this strategy.

Benefits of Using In-App Marketing

Consumers Spend A Lot of Time on Apps

Brands should take advantage of the fact that the majority of smartphone users are spending a lot of time on apps. According to a 2017 US Mobile App Report, people are spending about 87 percent of their time online on mobile apps compared to just 13 percent on the Web. This gives companies that use in-app ads an opportunity to focus on a large market, boost their brand visibility and improve lead generation and conversion. 

Mobile Internet users in US Spend Most of their time on Mobile Apps, 2017

Higher Click-Through Rates

Another advantage in-app ads have over mobile ads is their higher click-through rates (CTRs). As it stands, CTRs for mobile web ads is at 0.23 percent while in-app ads are at 0.58 percent. In-app ads also perform 11.4 times better than conventional banner ads. This means that in-app advertisements not only raises lead generation numbers, it also helps capture and convert these leads.

More Focused Targeting

Advertisements displayed in the brand’s application are designed within the app’s context, making them look natural and more organic. Many apps also opt for interactive formats, which gives advertisers the option to choose when it will be shown. This ensures a seamless transition for users. In contrast, other types of mobile advertisements, particularly pop-ups, can be quite disruptive. They interrupt the prospective consumer and could cause them to be annoyed, thereby dissuading them from making a positive decision.

Image result for banner mobile app vs in-app

Marketing inside company apps also gives advertisers a specific view of their target market due to geo-location data and the apps’ capacity to pull in the exact demographics. This increases the chances that the audience reached is aligned closely with the company’s advertising and marketing efforts. Highly targeted marketing also means that less money is wasted on consumers who are unlikely to make a purchase via the ad.

Ads are More Memorable

Research has shown that in-app ads are more effective because they’re more memorable when seen on the application. This is due to users being more engaged in the app right from the start, particularly in the social network and gaming niches. The personal nature of mobile gadgets, which people use during their leisure time, also gives people a more positive attitude towards brands they see advertising in-app.

With in-app marketing, marketers can move away from generalized ads and instead focus on ads that are designed specifically for the brands demographic. This marketing strategy also reaches a lot of people in a very short time, thereby giving brands more reach and higher ROI.

[Featured image via Pixabay]

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Take the 2018 Moz Local Search Marketing Industry Survey

Posted by MiriamEllis

Local search marketing is a dynamic and exciting discipline, but like many digital professions, it can be a bit isolating. You may find yourself running into questions that don’t have a ready answer, things like…

  • What sort of benchmarks should I be measuring my daily work by?
  • Do my clients’ needs align with what my colleagues are seeing?
  • Am I over/undervaluing the role of Google in my future work?

Here’s a chance to find out what your peers are observing and doing on a day-to-day basis.

The Moz Local Search Marketing Industry Survey will dive into job descriptions, industries served, most effective tactics, tool usage, and the non-stop growth of Google’s local features. We’ll even touch on how folks may have been impacted by the recent August 1 algorithm update, if at all. In-house local SEOs, agency local SEOs, and other digital marketers are all welcome! All participants will be entered into a drawing for a $ 100 Amazon gift card. The winner will be notified on 8/27/18.

Give just 5 minutes of your time and you’ll get insights and quotable statistics back when we publish the survey results. Be sure to participate by 8/24/2018. We sincerely appreciate your contributions!

Take the Local SEO Survey Now

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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Cory Sanchez: Why It Took Four Careers To Eventually Become Co-Founder Of A 7-Figure LinkedIn Marketing Business

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] I met Cory Sanchez in San Diego when we were both in town for two conferences — Traffic and Conversion, and Social Media Marketing World. I’d never met Cory before, but after sitting down with him for a few hours I […]

The post Cory Sanchez: Why It Took Four Careers To Eventually Become Co-Founder Of A 7-Figure LinkedIn Marketing Business appeared first on Yaro.Blog.

Entrepreneurs-Journey.com by Yaro Starak

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Marketing 101: What are decoy marketing and price anchoring?

When you nderstand choice framing, value anchoring and other psychological elements that affect marketing, you can help your customers accurately perceive the value your brand delivers.
MarketingSherpa Blog

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Trust in Marketing is at Risk. These CMOs and Marketing Influencers Share How to Fix

CMO Half Life

The average tenure of a CMO is under 4 years representing a crisis in confidence amongst business leadership when it comes to marketing. Expectations for marketing are higher than ever amongst business leaders and customers alike.

To advance the valuable contributions marketing can make from boosting short term sales to growing long term market share, it is important for marketers to build trust and influence. But there are challenges:

  • A study from Fournaise Group that fond 73% of CEOs say “Marketers lack business credibility and the ability to generate sufficient growth and 80% of CEOs simply don’t trust marketers at all, while 91% do trust CIOs and CFOs.
  • New research from Marketing Week reports only 30% consider marketing ‘very important’ at large B2B companies.
  • Marketing as a career suffers some credibility issues as well. A global jobs poll by HubSpot ranked the most trustworthy jobs with Doctor ranking number one and near the bottom, just above Car Salesman and well below Barista, “Marketer”.
  • Marketing’s credibility amongst customers has been affected by some of the challenges facing media platforms – from fake news to inappropriate content to measurement. We’ve all seen stats like this one from Nielsen where 92% of consumers trust peer recommendations over advertising.
  • Within B2B, research from TrustRadius reports 58% of B2B buyers do not believe claims made by the vendors they most recently bought from.

Despite these challenges the reality is that well researched, planned and executed marketing delivers incredible value for businesses and their customers. Research from Forbes shows Marketing strategy and investments can contribute over 50% of enterprise value.

How can marketers do a better job at building trust with company executives and customers to inspire more confidence in marketing? This is a topic I presented on recently at the e4M TechManch conference in Mumbai, India. There I outlined 5 “secrets” to growing the influence of marketing which I’ll dig into more below. I also reached out to a mix of marketing executives to get their perspective on solving putting marketing back on the right track:

Julie Roehm
Simple answer. Honesty. I know it sounds trite but trust is earned and earned through honesty. As marketers and storytellers we often “spin” things to suit our needs. I think more honesty about the company you represent is the only way to succeed. People relate to flaws. It’s human. It’s honest. I’m not suggesting that we promote those, I’m suggesting we don’t hide them. Customers will find the truth regardless and then you’ll have broken the trust. Zappos is a good example. Transparency is written directly into the Zappos Family Core Values, in the statement, “Build Open and Honest Relationships With Communication.”
Julie Roehm @jaroehm
Chief Experience Officer and CMO
ABRA

Kirsten Allegri Williams
In today’s digital environment, marketers are at the forefront of business. As marketers, we are operating in a new paradigm that represents a tipping point and allows us to own the voice of the customer through insights and develop personalized experiences across every touch point. Through insight-driven marketing, we have the ability to anticipate new, unexplored business opportunities and bring this value to the c-suite.

Today’s consumer expects us to know them: how they think, how they act, and that we listen to their buying signals. Our biggest opportunity is to create an environment where we connect our customers seamlessly and consistently to our company’s purpose and values – whether they experiencing content on our website or in-product, at an event or in digital selling. Ultimately, this helps us to develop a strong pipeline of customer-first product innovation.

Ultimately, every major brand must become its own media publishing company.

No longer can we develop content in a linear way (e.g. build… then run). With the ever-changing dynamics of our industry with new digital platforms, marketers need to embrace an agile marketing mindset. The idea that we can Test. Learn. Change…. all of the time, not just in pilots. Core content should not take 6-8 months to develop; but rather, build core anchor content that can be atomized across every content distribution channel. Ultimately, every major brand must become its own media publishing company.
Kirsten Allegri Williams @kirstenallegriw
Vice President, Corporate Marketing
SAP Ariba

Kieran Hannon
Trust, authority and credibility are earned as a result of programs developed and undertaken, with subsequent positive results. They are not just marketing programs, but must be contributing and supporting the company’s overall objectives. But, Marketers must protect their area of expertise. Everyone feels comfortable providing feedback to marketing programs, the onus is on the marketer to educate the “why”, but more importunately the “why not” when providing the feedback.
Kieran Hannon @kieranhannon
Chief Marketing Officer
Belkin International

Rishi Dave
Companies still view marketing primarily as a tactical, execution oriented discipline. This needs to change. Marketing has the most expansive view of how to drive growth.

Marketing has the most expansive view of how to drive growth.

Marketing needs to drive company-level corporate strategy and P&L decisions with a marketing mindset, not just an execution mindset.
Rishi Dave @RishiPDave
Past CMO
Dun & Bradstreet

Jeanniey Mullen
In today’s worlds its all about the quality of A.I.R. you create; Authentic, Inspirational and Realistic marketing will win over your internal and external customers. For B2B marketers your best brand advocates are your employees. For B2C, your customers will accept nothing less than personalized perfection. Achieve both by creating AIR.
Jeanniey Mullen @jeannieymullen
Partner, Global Chief Marketing Officer
Mercer

Margaret Magnarelli
Building credibility inside an organization is so important—alignment helps you get more effective results and also more budget!—but it’s not always so easy. The best way I’ve found get people onboard with your way of thinking is to do some marketing of your marketing. In other words, treat every relationship as if they were a customer.

Treat every relationship as if they were a customer.

What are the pain points for the people you’re working with and for? And how can you, through your job, help them solve these? Basically apply the golden rule of content marketing to your internal interactions: If you can provide value for someone, you develop trust.
Margaret Magnarelli @mmagnarelli
VP Marketing
Monster.com

Chandar Pattabhiram
There is no better time for marketing to gain credibility and trust. The field has shifted from a soft science to a programmatic science, making it more credible than ever before to quantify success with hard data. By showcasing sourced and influenced impact to designing compensation models for revenue success, not marketing success, we can transform the stature of marketing.
Chandar Pattabhiram @chandarp
CMO
Coupa Software

Michelle Killebrew
The best way to gain credibility is to speak plainly in the native tongue of your audience. Want credibility with consumers? Use layman’s terms. Want credibility with other executives within your company? Use business-focused outcomes and metrics. Save your marketing buzzwords for your next agency meeting or conference — and, even then, confirm you both mean the same thing when using those words ”</p

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