- 20 Jun
A Handy Guide to Press Release Distribution Success
by Sam Allcock
To thrive as a small business, you need peopel to know that you exsit and that you can help them. One way to do that is to get press coverage. But, unfortunately, coverage doesn’t just come naturally. It is something that you need to work to get.
Enter: The press release.
Press releases are important for increasing your brand awareness and helping your public relations (PR). But if nobody sees your release, you won’t get very far. You need to distribute it effectively to get your story picked up by national newspapers, magazines, or blogs.
But you may not know exactly how to do that. So, to help, Sam Allcock from HubSpot has put together a Handy Guide to help you learn how to properly create, pitch, and distribute a press release for optimal brand awareness. To see the full guide, read the full article at HubSpot.com.
- 19 Jun
Three Types of Events That Will Fuel Sales for Your Brand
In a digitally driven world, the human element can get lost. However, nothing can replace face-to-face rapport. And that is why events can do wonders for your sales. However, certain types of events can be more effective than others, depending on your brand and positioning.
If you’ve never hosted an event but are considering it, the one thing that is probably holding you back is the sheer complexity. Having attended events, you know that just on that level, events are hard. And hosting one yourself can be daunting to manage all the details, schedules and logistics.
But the Effort Can be Well Worth the Reward
There are three types of events in particular that can boost your sales. And depending upon your brand and your positioning any one can help your business. To learn what they are and how they can impact your sales, read the full article at MarketingProfs.com
- 18 Jun
Best Practices for Identifying, Developing and Engaging Your Target Audience
by Josh Baez
As B2B marketers, understanding our target audience is essential to every single thing we do. And yet all too often we lack the necessary details around our target audience. Without those details, we are unable to actually do anything meaningful.
It All Boils Down To One Common Problem
There is one common mistake that organizations make when it comes to identifying their target audience. They tend to assume that these people want to hear about the product. When, in fact, a majority of them probably don’t. And successful marketing requires a gap to be bridged. That gap that exists between those people who want to hear about the product and those who don’t. And that doesn’t even take into consideration those who aren’t even aware they have a problem that requires a solution to begin with.
How can organizations begin to bridge those gaps?
Here are three key areas to help you better identify, develop, and engage your target audience at Heinz Marketing. Then, you can more effectively and consistently drive pipeline for your organization.
- 17 Jun
B2B Brands Need to Step It Up to Reach Millennial Buyers
Recently UPS released this year’s UPS Industrial Buying Dynamics survey. And what they found should be a wake up call to every B2B marketer. It seems that there is an increasing level of influence by Millennials in the B2B buyer process.
Know the Trend: The Rise of a New Generation of B2B Buyer
This year’s study found a 10 percent increase over 2017. And that means that, if you haven’t already begun to adjust your tactics you need to. According to Brooke Yamini, VP of marketing operations at UPS, “the rise of Millennials ushers in a new era that challenges long-standing industry norms.”
This new generation of B2B buyers start their buying process online. And they do their initial research with social media and their peers. So, if we are going to successfully market to this emerging generation of B2B buyers, we need to begin to adjust our tactics. To gain more insights into the findings of this report, read the full article at Chief Marketer.
- 15 Jun
How to Captivate Customers by Using Video in Digital Ads
Video dominates the web: Consumers spend an average of five to six hours watching videos each day, with 20 percent of that time devoted to digital content. Forrester Research predicts that digital video ad spend will reach $102.8 billion a year by 2023.
Video content allows companies to engage with their audience, and consumers happen to trust video ads more than static advertisements. The use of video ads helps establish a deeper relationship with consumers to progress them through the buyer’s journey.
Mobile is certainly making a difference in consumer behavior. With many consumers on mobile devices throughout the day, the number of people watching videos on mobile platforms continues to rise at a rapid rate. While individuals watching ads on TV and desktop lose interest in ads quickly, companies that adapt and optimize video ad content for mobile are more likely to keep users engaged.
As digital marketers, we have found that people prefer watching videos to reading content. Consumers expect video everywhere they go online, and companies must be ready to serve it to them.
Formatted for a Platform Near You
As long as it’s done well, every industry stands to benefit from the use of video. Explainer, or educational, videos are great tools businesses can use when they feel their product or service won’t translate well on a static or text advertisement. One study suggests that 74 percent of users who watched an explainer video proceeded to buy the product or service they learned about.
Explainer videos come in a variety of formats that encourage consumers to take action. Interactive video ads, in-stream ads, and native video ads are digital video formats that companies consider effective pieces of their digital marketing campaigns.
Interactive online video ads are usually five to 10 seconds in duration and allow users to click, view, and interact with an ad. The use of interactive video ads has increased with connected TV because it allows users to select how they consume content. Users can decide to watch a longer form of the ad before their selected content, or they can choose to see short-form versions of the ad throughout. According to Magna, interactive video ads create a 47 percent gain in the time consumers spend with the marketing message.
Pre-roll, mid-roll, and post-roll videos have popped up across various internet platforms, especially social media. YouTube has coined its six-second pre-roll ads as “bumper ads” that users cannot skip, so completion rates remain high and click-through rates go up. Facebook has started to allow mid-roll ads between video content on its platform, and it won’t let users finish watching their chosen content until they’ve viewed the ad. Either way, in-stream video ads yield a higher click-through rate and are more cost-effective in the long run.
Native video ads mimic the rest of the feed in which they appear and do not interrupt users as they scroll through a page. You can place the video ad in the middle of web content, whether it’s a social media feed, an article, or a webpage. Users are more likely to share native ads because they are videos that people choose to watch. An engaging autoplay feature makes these videos begin as soon as a user scrolls near them, which is part of the reason Facebook native videos received more than four times the interactions than those shared on other platforms.
Believing is Seeing
If you aren’t using video, it’s time to ask, “Why not?” The benefits of using video far outweigh the risks when it comes to targeting an audience that increasingly consumes video content online. Learning to use video to your advantage is the best way to stay relevant. Find a reputable production company to partner with, and then take these four steps:
1. Choose the right format for your intended use. First, determine where you are going to use your video. You can put the full version on your company website, create shorter clips for social media, or promote your video with email marketing. Plus, you can create videos for advertising and run them on pre-roll and post-roll via Facebook or Instagram.
2. Zoom in on production values. Create an outline, script, and storyboard, and detail any props you will need for production. Once you know what the script demands, scout the location where you’d like to film. Visit the location on the day and time of the week that you intend to shoot. Listen for traffic noise and carefully assess the lighting. Evaluating these factors will make the production of your video much smoother, and you can be sure your video will look and sound exactly as you intended.
3. Get a bird’s-eye view of your budget. A professional production can cost anywhere from $7,000 to more than $50,000. The price depends on several factors: Is it a short- or long-form video? Will there be voice-over or text? Do you want music to accompany the video? Assess these elements when determining the price of production. You’ll also want to decide how many videos you are going to edit and how long each one should be.
4. Optimize for search. Globally, YouTube has become the second-largest site on the internet. Pay attention to your titles and captions, which are great for SEO regardless of where you post your videos. Plus, Google loves video because it creates better “dwell time.” As a result, your company is more likely to show up on page one of a Google search if you embed video on your site.
The web undoubtedly is gravitating toward video, and digital marketers need to be ready to act. Implementing video in digital ads and on social media shows that a company is keeping up with the times and want to keep its users engaged, educated, and entertained at every stage of the buyer’s journey.
Kelly Bosetti is the CEO and founder of ad agency CEA Marketing Group. She can be reached at email@example.com.
The post How to Captivate Customers by Using Video in Digital Ads appeared first on Chief Marketer.
- 13 Jun
5 Emotional Writing Tactics to Skyrocket Your Facebook Post Engagement
by Lesley Vos
You want your Facebook content to convert. But given that Facebook algorithms change and prices for ads are rising like crazy, this sounds like a crazy dream. Right?
The good news is . . .
There is some good news though. There are some alternative tactics to engage users that you should consider. And most importantly, you need to concentrate on their needs and emotions rather than your product. Then begin to target a niche audience with stories that would align with their core values and reflect your brand’s nature.
And the best news is that you can apply to these principles to your Facebook posts with some emotional writing tactics. Here are five emotional writing tactics to try out for improved engagement on Facebook at WordStream.com
- 12 Jun
Why Podcasts? How to Leverage the Power of Podcasts for Your Brand
by Brian Byer
For businesses large and small, podcasts are potentially a huge opportunity. Currently, it constitutes a largely underserved podcast market. And it’s a market that is hungry for fresh content, especially in niche areas of interest.
Overlooked, Ignored and Grossly Underserved?
According to studies, nearly 30% of Americans now listen to at least one podcast on a regular basis. And more than 70 million people actively look for engaging podcast content. So, now is the perfect time for marketers to leverage this large listener demand. But, you may still be wary of the time and resources podcast production requires.
The podcast market is primed for growth. And the popularity of podcasts among consumers should not be ignored. But is podcasting right for you and your business? And how can you start to build a good podcast? To find out, read the full article at MarketingProfs.com
- 11 Jun
Captioned Video Ads Show A Lift in Brand Linkage
from Marketing Charts
We know that advertisers are increasing their video budgets this year. But are they missing out on one key element that could make a difference to audience engagement? A new survey from Verizon Media has found that and astounding 7 in 10 US consumers watch videos without sound in public spaces. This makes captioning not only important but expected by viewers and crucial for your business.
The vast majority of people who use captions are not hearing impaired. Half of the more than 5,600 US consumers surveyed report that captions are important because they usually watch videos with the sound off. Perhaps, more importantly, the majority of respondents said they are more likely to watch an entire video when captions are available.
What Does This Mean to Advertisers? Read the full article at Marketing Charts to learn more.
- 10 Jun
How to Generate Quality Leads From Your PPC Campaigns
You’ve poured thousands of dollars into your Pay-Per-Click (PPC) search campaigns. And you have managed to generate a substantial number of leads. You’re rocking your conversion rates and your cost per lead is great.
What’s the problem?
It’s only when you start analyzing your results and dig a little deeper that you realize an overwhelming majority of these leads are, in essence, “junk leads.” Very few are turning into opportunities, let alone customers. The bottom line is, you’re just not seeing a healthy ROI.
What’s the solution? And, how can you turn this around? In this post, Andy Beohar gives us 10 proven strategies that you can use to generate better quality, bottom of the funnel leads from your B2B PPC campaigns. Let’s dive in at HubSpot.com
- 08 Jun
Bing PPC Ads: How They Work and How It Compares to Google Ads
For most of us in marketing, when we talk about Pay-Per-Click, we usuall think of Google. Alternatives to the search giant are either not considered or relegated to a minor role. But, Bing, the search engine is powered by Microsoft, strives to outdo Google at every turn. And it has some value that we may not have considered before.
Bing, Working to be The Giant Killer
It’s an ambitious goal. But, there is one place where Bing differentiates itself is through its Pay Per Click ads or PPC. While Google Ads offers a popular PPC feature, Bing’s has unique advantages that distinguish itself from the search engine giant. And, if you’re the cost-conscious owner of a small- to medium-sized business, you may be more interested in Bing’s PPC benefits than Google’s.
To find out why and to see a break down how Bing PPC ads work, as well as how they compare to Google Ads, read the full article at HubSpot.com
- 07 Jun
Is Your Content Following The Trend?
Most businesses have accepted or even embraced the idea that without creating content, your website can’t hope to compete. In fact, without it, you have no chance for search engine rankings, high visitor counts, or much engagement.
When the Competition Gets Tough, The Tough Get Going
There are just too many sites out there fighting for the same eyeballs that you want. And that means that if you don’t put something appealing and fresh in front of them, you’re going to be out of luck.
So, what’s to be done? To start, BuzzSumo did a study of over 100 million posts and came up with some very revealing data. To take a look at a couple of the more interesting insights and diagnose what they might mean for how we should shape our content strategy, read the full article at the McLellan Marketing Group.
- 06 Jun
Marketing Beyond Millennials: Connecting With Generation Z
For much of the last decade, marketers have poured most of their energy, time and money into trying to decode the most enigmatic generation of our time: Millennials. And why not? Studies show that Millennials are powering the US economy. They account for $600 billion in current annual spending and a projected $1.4 trillion a year by 2020. And with that much economic clout, Millennial preferences have disrupted entire industries.
But somewhere along the way, as we marketers were trying to figure out this generation, we missed something important about Millennials: They grew up. They moved on and now there is a new gen to set our sights on. Now we need to begin engaging with the up-and-coming Generation Z (Gen Z).
But, as the question always is, how? What is Gen Z? What are their preferences? And how can we, as marketers, really engage with them? Here are three ways we can break through to this rising generation at MarketingProfs.com
- 04 Jun
Testimonials Are B2B Companies’ Most Important Marketing Tool
In today’s hyper-competitive world customers don’t want marketing spiel. Your B2B customers can smell a sales pitch a mile away. And they are skeptical.
But, What is it That Customers Want . . . ?
Studies show us that what customers want is balanced and unbiased information. And they want it from people they can relate to. Plus, they want concrete figures and results not buzz words and slogans. And well executed customer testimonials can do exactly that.
Testimonials build trust between the company and its users. And they help customers overcome any skepticism they might have. So, how can you start developing a solid customer testimonial program? You can start by reading the full article at MarketingProfs.com.
- 03 Jun
An Analysis of 912 Million Blog Posts: Length, Link, and Share Trends
by Ayaz Nanji
Ever since the advent of content marketing and blogging, the debate has raged. Short- or long-form posts, which should be used? And do longer blog posts tend to garner more backlinks and social shares compared with shorter blog posts? Does a headline length correlate with the popularity of posts? And most importantly, what share of posts generate the bulk of engagement?
Questions, Questions, Questions, So Many Questions.
To find out, Backlinko teamed up with BuzzSumo to analyze [see the original report] more than 912 million blog posts. The researchers examined metrics such as social media shares and backlinks to determine how certain content-related factors correlate with performance.
- 01 Jun
Empathy Mapping for Marketing Content: What It Is and How to Do It Well
by Linda Emma
Have you noticed that the best books and movies are so totally immersive you feel as if you’ve actually entered the world they depict? Which is why I’d argue that the people most skilled in content aren’t necessarily the best writers. Rather, they’re the ones who are able to empathize with characters so well that their creations seem real.
And when writing for marketing, you need to do the same thing. You need to connect with your audience. But first you have to understand who they are and what they care about. That’s where empathy mapping comes in.
So, What Is an Empathy Map?
An empathy map is a systematic tool that brings to light to your most likely customers. As you work through it, it teaches you how to connect with the people who will consume your content, products, or services. So, if you’re wondering how to understand what will motivate your potential customers, read the full article at MarketingProfs.com to find out.
- 31 May
How to Create a Webinar That Sells Like Crazy (Step-by-Step)
So, you’re thinking that you may want to create a webinar. You’ve probably seen so many successful bloggers and digital marketers running them. But, you haven’t jumped on the bandwagon yet. So, why is that?
After all, webinars look way too complicated, don’t they. And just thinking about the tech aspect alone is enough to give you a headache. And the content? What content can you use? And then there is the issue of how do you even launch it?
Well, there is a little secret. The process to create a webinar is way easier than you may think. You just have to know how to do it. And to help you our with that, let’s break the webinar creation process into a few easy steps that you can read on Jeff Bullas’ Blog.
- 30 May
New Research: How Are Email Response Rates Trending?
from Marketing Charts
We know that for businesses, email remains one of the central tools of the trade. That fact was brought out by some research by Ascend2 earlier this year. In that they found that while email marketers not only name increasing engagement as their top priority, they also say it is their greatest challenge.
But in new research from Epsilon, there are some even more worrisom trends. It seems that email click-through rates have declined for business-as-usual emails. And, this decline is beeing seen across a broad range of industry segments and both B2B and B2C markets. This is according to their latest email and benchmark trends report [download page].
To see the highlights of the report and for an opportunity to see the origical report, read the full article at MarketingCharts.com.
- 29 May
New Data: Email Spam Benchmarks for 27 Industries
by Ayaz Nanji
If you are in business, you probably send out email offers and promotions. In fact, email has become a natural part of business. So much so that we all don’t really stop to think of what happens to that email very often. And we simply push-n-pray and hope for a good return rate.
S0, What Happens to Your Email Once You Hit “Send”?
But, as a business, it is increasingly important to know what proportion of emails sent by marketers end up in consumers’ spam folders. And we need to know what proportion is flagged as spam. And what proportion is flagged as not spam by recipients?
To find out Return Path recently took a look at these factors for 27 industries in various verticals. And to see what they found and for an opportunity to download the original report, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. A Free MarkeitngProfs Registration may be required to read the full article.
- 28 May
How to Boost Event Attendance with Facebook Ads
If you are working on promoting an event, you want your efforts to be worthwhile. And to do that, you need to drive awareness, registrations and attendance. You need to bring in leads and revenue. After all, this will all help you accomplish your overall business goals as they relate to your event.
Nothing is More Stressful Than an Empty Registration Bin
The beauty of event marketing is that there are many variables and opportunities to get creative. There are a huge number of ways to build up genuine excitement about your event and help lift it off the ground. And it really doesn’t matter what type of event you are planning. Whether it’s a conference, meetup, or workshop. Even if it’s an open house, grand opening, or a webinar, there are ways to help you hit your goals. That’s because you can use Facebook ads to boost your event registrations.
In this guide, you can learn how to effectively promote your event and to drive registrations (free and paid), using Facebook and Instagram. So, to learn how you can do it, read the full article at WordStream.com
- 24 May
In Memory of Those Who Sacrificed Everything . . .
. . . so that we might be free.