Online Marketing

Infographic: Content Marketing Strategy

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Editor’s note: To celebrate the launch of our New Content Marketing Certification, we've created an infographic to help you visualize the team, strategies, techniques and tactics you need to develop a successful Content Marketing strategy that will drive sales, engage consumers and improve ROI.

 

More than 3.5 billion pieces of content are shared each week on Facebook alone, and according to Technorati, 15% of bloggers spend ten or more hours each week blogging. With so much content on the web, it’s no wonder there is high demand for content marketing strategists.

The Online Marketing Institute is focused on providing you with the latest insights into digital marketing. Illustrations are a simple and exciting way to educate, so in the spirit of practicing what we preach, we've created an infographic to simplify the complex domain that is content marketing strategy.

Some key takeaways:

  • Content marketing is not limited to blog posts. Content can be published on micro-blogging networks, social media, apps for smartphones, or even in the form of audio podcasts. Wherever there's a crowd, there's a way to build your audience.
  • Channels to distribute content include your own website, forums or wikis, but it's beneficial to expand by strategically paying for spots on existing platforms. High quality content will end up on unaffiliated, third party sites, which is a massive boost to your brand.
  • Content marketing requires a diverse skillset. You should evaluate and utilize the talents that already exist in your company, and outsource where your workflow needs expanding.
  • Effective content marketing strategy requires an in-depth understanding of your target audience, which can be constructed using buyer personas. Combining data analysis with your company goals allows you to segment the group of people who will appreciate your content the most.
  • Almost all online content is found with the aid of Search Engines. SEO optimization is the most powerful way to build a widespread reach for content that lives on your own platform.

We hope you find this graphic useful and informative:

omi_content_marketin_qpbn9

Want to master content marketing? Get certified with OMI

 


How to Choose the Perfect Images to Improve Content Engagement

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Editor's Note: Jane Hurst is a business writer and regular OMI contributor. Today, she joins us to discuss how well-selected images can improve content engagement on your blog or website.

 

While text is the most prominent feature of long-form content, if you don’t use images effectively in your blog posts and marketing, you aren’t attracting nearly as much traffic as you could be. Images grab attention because humans are visual creatures: when they see a lot of text without visual stimuli, they will often click away pretty quickly. People need to see something that is visually appealing to capture their attention, but at the same time, you can’t haphazardly slap some photos on and be done with it. You need to research your target audience, and use visuals that will appeal to them in order to raise your content engagement. Here are some tips that will help you do this:

Use Images in Blogs

Studies show that blogs with featured images get a lot more attention than those without visual content. First, it is a fact that we tend to remember things in terms of visual rather than verbal memory. You must therefore utilize images that are tailored to the content you have prepared for your target audience to build a better connection with them. You want readers to read and digest a post, then comment, so you can interact with them and make conversions.

Bottom line: if you want to be remembered and make an impact on your readers, you need to use images that will really stand out in their minds.

Don’t Forget SEO

Many people don’t realize that images are an important part of search engine optimization. Photographs can be optimized so that search engines deliver your photos when the right keywords are searched. Optimizing your images for search engines is not hard. Basically, you just have to use the right keywords in the:

  • Image title
  • Description
  • File name, and
  • Alt text

It is also important to ensure that the dimensions of the image you upload are the same as the size used on your page, so that image searchers aren’t disappointed when they are forwarded to your website. Because a lot of people don’t realize this, many bloggers miss out on a great marketing opportunity. It only takes a few minutes to make sure that your images are properly sized, and coupled to the right keywords. Take advantage of this, and get more hits on your page.

Match Your Brand

When you are choosing images for anything, you need to think about some key factors, including your brand’s voice, mood, and style. Remember, you are trying to appeal to a specific audience, so you are marketing to them. Don’t choose images just because they appeal to you; they may not appeal to others, and that is what what matters. Be sure to study your target audience to find out what appeals to them most. Then, use imagery that will make them eager to visit your site and buy your products. This may take a bit of trial and error, but if you really pay attention to what your customers are saying and doing, you will get it right.

Use Relevant Images

If you are creating guides, you should use images that are relevant to what you are demonstrating in the guide. For instance, if your guide is about resumes, you don’t want to use photos of books: illustrate successful resume samples, add images of people writing resumes, as Uptowork did in their How to Write a Resume Guide:

Source

Before creating any type of guide, you need to think about the types of images that are going to get your message across most effectively. Pictures say so much, and if you are not using the right pictures, there is no sense in using images at all. Take the time and effort to do it well; you will be much happier with the results, and so will your visitors.

Let Images Stand Alone

Most people don’t like blogs that are heavy on text and low on visual content. In most cases, visual content is easier to understand, because it can be seen and apprehended in seconds, and doesn’t require reading time. Your visual elements should summarize what you are trying to say in the blog or on your selling page. For example, GadgetSalvation used two images to visualize the Sell Your Macbook page: when readers see the photo, they immediately understand the message, and read on to learn more.

Source

Imagery is one of the best ways to get information across quickly, so you can do more with less effort. The fewer characters you write between images in content and on product pages, the more engagement you are likely to receive from your audience.

Use People in Images

People connect with those who have the same tastes, desires, etc. as themselves. You need to build that connection with them, and to do this, you should feature images of human beings. You also need to know how to use people in images. For instance, a candid photo will generally attract more attention than one that is posed. Studies show that the majority of people prefer images that have just one person, and they also prefer to see subjects looking away from (rather than directly at) the camera. There is a reason why these shots are more popular: when all the factors are added together, viewers feel that the image could be of themselves.

Get Authorization before Using Images

It is vitally important that you have full authorization to use any of the images you display with your content. This doesn’t mean you have to produce the images yourself, but, you do need to gain the permission of those who produced the images or own them to use them for marketing purposes. Using stock photos is one popular option, in which you pay websites like Bigstock for the rights to use a particular image but this should not be your go-to for photos since stock images are often widely disseminated and sometimes overused. If you pull random images off the Internet, you will also need permission to share this content. If you share image content to social media, your audience should be able to share and use them, since this is a way of promoting content engagement and gaining exposure across a wide audience. Be sure to spell out the terms of these permissions in the “Terms and Conditions” page of your site or blog so your images can go viral.

Be Careful with Stock Photos

It is okay to use stock photos once in awhile when you need them. But they are not something you should rely on exclusively, since a lot of readers will easily be able to tell the difference between a stock photo and one that has been created or commissioned for a single campaign. While the stock photos may be excellent in quality, they could also end up turn some potential customers off. The more time and effort you put into your imagery, the more it will be noticed, improving your content engagement, and raising your bottom line.

Learn more with these related OMI classes:

B2B Social Visual Storytelling on Instagram, Pinterest & Tumblr

Turn Website Visitors into Customers via Conversation Optimization

How to Create a Content Segmentation Plan

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


Five Customer Retention Strategies That Really Work

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Editor's Note: Samantha Prowell is a marketing strategist and educator, who joins us today to explain the importance of customer retention for your business, and how to implement customer retention strategies into a business plan.

 

Customer retention is an element that no online or traditional business can afford to ignore. Unfortunately, many business owners focus exclusively on customer acquisition, ignoring existing clients and reducing the chance of repeat sales. Good customer retention strategies build trust and loyalty, and customers who trust your business will improve your profitability by spreading the word about your brand. This builds in the long-term to a lasting fallback strategy should traditional acquisition methods ever fail. To help you retain customers and gain new ones through word of mouth, we’ve compiled five customer retention strategies that work every time they are tried. Let’s get started!

Know Your Customers

Forbes says that business associates who know their customers well succeed more often than those who treat them like any other client. According to behavioral psychologists, people tend to remember a particular service positively when they are not rushed or ignored. These studies demonstrate that you should get to know your customers better to enhance their loyalty. In a brick-and-mortar setting, ask your customers questions when possible to clarify needs. Let them tell you about what they want to build and accomplish. Tell your customer service representatives to spend a little bit more time with clients in order to understand them better.

It’s equally important not to make assumptions regarding customer preferences and beliefs. The behavior of consumers changes over time, so avoid judging your clients based on previous experiences.

For online businesses, getting to know customers better is more tricky, since it is impractical (but not impossible!) to communicate with all of them one-on-one. That being said, social media platforms like Facebook and Twitter are excellent ways to interact with your customers and get to know their preferences and personalities better.

Depending on your business, social media is not the only method of customer-interaction. For instance, Regions online mobile banking service invites experts to engage and retain their customers by using emails to touch base with clients on a monthly basis. This strategy has helped them to get quality engagements and build long-term relationships. While not everyone can use this method, it shows that being creative can build opportunities that your customers will appreciate.

Set Customer Expectations

Interacting with customers is a great way to build positive experiences, but it’s also important to avoid creating negative ones. Even if repeat clients have done business with you hundreds of times, one or two bad transactions will stand out in their memory like a sore thumb. It is therefore vital to set expectations for your customers early on so they are fully aware of your processes, and won’t undergo any nasty surprises. Everyone on your team should be aware of what your clients expect, and what you have promised to deliver. Prioritize the fulfillment of these expectations to minimize the chance of accidents or mistakes.

Your business should set expectations at every point in the sales funnel, from marketing, to product descriptions, to shipping terms, etc. A classic and highly effective strategy is to underpromise and overdeliver on the expectations you lay out. This streamlines your business plan by ensuring that customer retention is built into the very fabric of the way you do business, and helps to establish key performance indicators which can be used to judge the success of a particular period or campaign.

Be an Expert in Your Industry

Entrepreneur Magazine claims that nine out of ten customers will switch to competitors if they don’t get the right solution to their problems. Customers want to create long-term engagements with businesses they believe can provide long-term solutions that will last.

While it’s always nice to have a corner in your market, nobody starts there: you will always be competing with other businesses that do the same thing you do. As such, it’s important that you stand out among your competitors to prevent customers from going somewhere else for their needs. One effective way to do this is becoming an expert in your field, thereby giving customers value they cannot get anywhere else.

Become your customers’ most reliable adviser to build loyalty and trust. If you are selling electronic accessories, become the street smart equivalent of an MBA who knows the ins and outs of every electrical gadget in the market. Demonstrate this expertise by publishing content and advice that is relevant to your customers’ interests. Be ready to give your opinions when asked, and always be there when customers need support.

Give Discounts and Promotions

Customers always look for companies that reward them once in awhile. Regular promotions and discounts are primary reasons that people start to follow brands, especially online, and if your competitors don’t have special offers, a promotional program will grant you a tremendous and obvious advantage in the minds of consumers. It doesn’t hurt to occasionally give away free products and samples, or sell at discounted prices. Make sure to use the element of surprise rather than announcing special offers in advance, since this creates a lasting, positive impression on your clients: people will remember when you surprise them in a good way.

While giving away something of value may seem like a net loss for your business, research proves that it’s an investment - consumers are 30% more likely to shop with businesses that offer discounts, so this is a retention strategy you can’t afford to ignore.

Create Trust Through Shared Values

Building shared values entails developing an interest in your clients and their daily occupations. Do research to determine what your clients love to do as a demographic, what causes they support, and the media they consume. Using this information strategically in content, branding, and product development strengthens the image of your business tremendously for existing customers by tying your company with the things they care about.

Conclusion:

Customer retention should be a key goal for your business, whether online or traditional. It is the foundation for expanding sales volume in the long term, and acquiring more clients in the short term. Hopefully the information listed here will help you to create and implement an effective customer retention plan!

Learn more with these related OMI classes:

Improve Relationship Marketing Using Social Media

Top of the Funnel Tactics for Inbound Marketing

Content Marketing Implementation: Executing a Winning Content Program

 

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


How to Market to Affluent Buyers

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Editor's Note: Reach Analytics, where this article first appeared, specializes in predictive marketing for online businesses. Today, they've joined us to share advice on reaching affluent buyers through targeted marketing

As America’s demographics shift, the tastes and desires of affluent buyers change as well. The number and median income of affluent buyers, defined as Americans with more than $100,000 in annual income, is growing. Both millennials and older affluent buyers are interested in buying a home in the next three years, but not a McMansion. Neither uses cash, and both use streaming services in addition to social media. Some affluent buyers may also be less empathetic than their less-affluent counterparts, so there are also social differences to consider.

Depending on your industry, tapping into this high-income market segment is well worth the effort, and you can target your products or approaches to affluent buyers with improved advertising, payment options, choices and customer service. Here’s a little insight you can use to reach and serve your customers in both brick-and-mortar and digital environments.

Personalize Customer Profiles to Increase Interest and Retention

Many affluent buyers - also known as luxury shoppers - dislike the time it takes to fill out forms, preferences, or complex web searches to get results that are relevant to their needs. A lack of data collection at the right time and place can cause a buyer to receive too much or too little information, leading to indifference or even hostility towards your business. Rather than asking buyers to complete surveys or give responses, think of ways you can retain information as soon as it is obtained for use in future offers.

As examples, you can use the data you already have about your affluent customers to personalize their shopping experience by:

  • Greeting them by name when they visit your location
  • Being aware of their preferences based on past purchases
  • Mailing, emailing or texting offers and rewards based on their interests
  • Inviting them to VIP events based on their interests
  • Another great idea? Studies show that affluent customers crave exclusivity. You might think about directing your staff to ask affluent buyers if they would be interested in paying for a personalized experience. Train them to showcase the advantages of your existing system and changes you expect to make.

Advertise with Traditional and Digital Media, Gearing Digital Campaigns toward Millennials

Affluent buyers often access media through cell phones and computers, but also view media in many traditional ways, from television to magazines and newspapers. Consider a campaign that reaches across different outlets. TV ads remain the most influential medium across different age groups. Many affluent millennials are interested in interactive opportunities to connect with a business. Ideas include partnerships with apps like Snapchat, geo-location, digital coupons and loyalty apps. Both millennials and older audiences are also interested in digital tools; methods to invest and track their wealth that do not require them to interact with a person to make financial decisions are in very high demand.

Ratings and reviews are another way for merchants to reach out to affluent buyers. A customer who is excited about your product and engaged enough to start a conversation is a person who may provide good word of mouth through online posts and in-person conversations. Chatbots and A.I. that already have information about a customer and are prepared to collect more constitute great ways of reaching out to affluent buyers. You can enable chatbots on websites as well as in stores to suggest options, and gather data about customer preferences.

As you begin to understand this new breed of affluent buyers, you can benefit by creating a strategy that spans multiple channels, environments and preferences. Begin developing your advertising campaign by looking at the trends for your industry and meshing them with the data you collect. This will help you develop a better, more on-point approach to understanding what your customers need and how to serve them best.

Learn more with these related OMI classes:

Marketing to Millennials

Metrics-Driven Demand Gen in a Multichannel World

Trending Social Apps: Pinterest, Vine & SnapChat

 

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


How to Choose the Right Hosting for Your Website

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Editor's Note: Jane Hurst is a business writer and regular OMI contributor. Today she joins us to explain the factors marketers should consider when picking the right hosting provider.

 

Having a great website is a very important step for any online business. However, choosing the right hosting is equally important: without it, your site will suffer from lag, crashes and downtime which can put a huge dent in your sales. In order to get the most out of your website, it’s vital that you find a great web host. So in this article, we’ll explain the different kinds of hosting plans you will come across, and how to choose wisely. Let’s get started!

Types of Web Hosting Platforms

There are three types of web hosting platforms:

  1. Individual Plans – Many companies will sell you a slot on servers they own and operate. This is the cheapest option, and it’s great for those who are just starting out on limited budgets. For example, an introductory package at HostGator is only $3.96 a month if you sign on for a three-year package. There are a few drawbacks: you can usually have only one domain, features may be limited, and bandwidth/data storage are lower than what you’d get on more expensive options.
  2. Dedicated Servers – These plans are much more expensive (they can be $139 or more each month), but if your business is growing, this may be a better option for you. Just make sure that your provider offers individual plans and dedicated servers so you have the option to switch if necessary.
  3. Reseller Accounts – Reseller accounts are way cheaper than dedicated servers, and in terms of functionality, they lie between individual plans and dedicated servers. With these, you can host multiple domains and websites on a single account. This is a good option for businesses that run a number of websites. You can expect to pay between $10 and $20 monthly.

What to Look for in a Hosting Plan

While you obviously need something affordable, price is not the only thing to consider when looking for a hosting plan. Free web hosts are never a good choice. Sure, they sound great, but you get a lot of on-site advertising, and not a lot of features. Other things to look for in a hosting plan include:

  • Customer Reviews – See what other users are saying about the host before you sign on and end up wasting your money. Look for multiple reviews from both current and past customers, and don’t base your judgment on a single review, positive or negative.
  • Customer Support – If the host doesn’t have great customer support, move on to one that does. You need to know that there is a dedicated staff you can depend on in case anything goes wrong. The best hosts will respond to queries 24/7, because the Internet never sleeps.
  • Storage and Bandwidth – Many plans offer unlimited disk space and bandwidth, so you probably don’t have to worry about this too much, but you still need to make sure that the host offers what you need.
  • Script Support – Make sure your host has built-in support for web scripts you will be using. For instance, if you plan on using WordPress, look for a host that makes installing the platform quick and easy. Some hosts limit MySQL databases which are necessary for running WordPress.

Know Your Hosting Needs

Once you have decided that you need a host, make sure you understand your requirements well. That way, you will know that you are not going to end up with features you will have to pay for but won’t ever use. If you don’t need WordPress, there’s no point dishing out extra money because a host will install it for you

Assess the following factors when making your decision:

  • The type of website you are building (entertainment, e-commerce, news?)
  • The need for WordPress or other common features
  • Whether you’d prefer a Linux or Windows based platform
  • Special software like Ruby, and up to date versions of special software like PHP
  • Anticipated traffic volume

Investigate Host Reliability and Uptime Guarantees

It is vital that your web host operates 24/7, and has a powerful server and stable network connection. If the score is less than 99%, you don’t want it. For obvious reasons, you should not trust what a server says about itself. You can get accurate uptime info by reading reviews, or tracking your web host with server monitor tools like Alertra.

Research Web Host Upgrading Options

Make sure that you research all of your upgrade options, because you may end up lacking what you need when you are ready to upgrade. You should have no problem using a shared web host which can handle a WordPress blog with up to 40,000 visitors monthly. But you may need more accommodation down the road, and you should have peace of mind that your host can manage the switch - if you expect to grow quickly, look for a web host that will grow with you.

Choose Hosting Based on the Site Engine

Unless you have a dedicated web design team, you’ll likely begin with a common site engine. Some hosts are better suited to these engines than others, so you can narrow down your selections by researching compatibility. For instance, WPBeginner has a great list of WordPress hosting providers, and HostingAdvice has a good list if you want to use Joombla.

Check Domain Options and Hosting Space

You should consider your host’s domain options and the size of its hosting space. Domains are cheap, and it can often be hard to have just one. In fact, a good number of site owners have more than five domains, and others have over 50. To manage this, you need more hosting space, so make sure that your hosting account will let you run multiple domains. Don’t make the mistake of signing up for a host that will only accommodate one domain.

Check Prices on Both Sign-Up and Renewal

Before you choose hosting, look at the prices for both sign-up and renewals. Sometimes web hosts suck you in with cheap sign-up rates, and then you are stuck with expensive renewal fees. This is a normal thing, but if you do your research, you can dodge this trick and avoid paying a small fortune in the long run.

Check Hosting Control Panel

A very important factor to consider before you choose a host is its control panel: it must be user-friendly and fully functional. You can use cPanel, Plesk, or a proprietary control panel such as the one used by GoDaddy. While IX Web Hosting is very inexpensive, the custom control panel is generally considered poor, and what you’ll save in money, you may pay for in the time it takes to get things done.

Conclusion:

The right web host takes a back seat to your website, runs consistently with little downtime, and adapts flexibly to your needs as your business expands. Hopefully this article has given you an idea what to look for, and what to take account of so you can find a host that will put your website first, and create a smooth experience for your company and visitors.

Learn more with these related OMI classes:

Building Digital Destinations & Customer Experience

B2B Website Design

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


Two Big Reasons a Content Marketing Strategy is Essential to Building Your Small Business

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Editor’s note: Josh R Jackson is a contributing editor at BestMarketingDegrees.org. To celebrate the launch of our New Content Marketing Certification, Josh joins us this month to discuss the most effective Content Marketing techniques for driving sales, engaging consumers and improving ROI.

 

Successful small businesses tend to have a common denominator in their marketing strategies, and that is content.

A well-planned content marketing strategy can mean the difference between a brand that’s perceived by consumers as a thought leader, and a brand that’s perceived as a thought follower. The current emphasis placed on thought leadership means that a vitally important part of conducting a business is developing a unique brand voice and brand mission: a scope that reaches beyond the realm of product sales and into the realm of touching hearts and challenging minds.

Having a scope that goes above and beyond consumers’ expectations is especially necessary for companies that cultivate an online presence and develop a broad-based content marketing strategy. As more and more companies venture online, such a strategy has become essential to small business brand-building. Here are two big reasons why:

1. Consumers Crave Intellectual Stimulation

Almost 9 out of 10 U.S. citizens have a high school education, while 4 in 10 U.S. citizens have a college degree or higher. Mounting levels of educational attainment have meant that a greater portion of American consumers is well-educated. As the bar has been raised for education, so too have the standards which consumers hold businesses to. Compound those rising buyer standards with the widespread availability of consumer rankings, reviews, and other data that can be found at the touch of a screen, and we see that consumers have been conditioned to crave intellectual stimulation by the wealth of information at their fingertips, which allows them to think big about small business.

The big implication is that the more educated consumers become, the more content they expect to satisfy their demand for quality information about what they buy. The essential task for small businesses is satisfying consumers’ growing demand for quality information, as well as their sense of intellectual curiosity by filling the online void surrounding their brand names with as much authoritative content as possible. Accomplishing this task with consistency of voice, quality control, and an ability to ignite audience passion is essential to the success of any content marketing strategy. This is best accomplished by publishing information that strikes a balance between education and entertainment.

16-OMI-0001_DigitalBanners_DigitalFundamentals_300x250_Optimize_CM_v1c02. Small Businesses Need Consumer Insight

The Metrics Principle states that while publishing content for consumers is great in principle, it’s even greater when that content can offer measured feedback about consumer preferences and behavior. While this level of consumer insight is easier to come by for big businesses who have the money to spend on market research, it’s not so easily attained by small businesses. When juggling the costs associated with starting a small business, marketing is usually (and sometimes rightly) the first cost to cut. Focusing effort on developing a product that "markets itself" is the more pragmatic route a small business can take early on, because it is more prudent to measure quantitative progress in terms of product sales than it is to measure the qualitative progress of increasing the space a small business occupies in popular imagination.

In the long run however, product sales alone don’t allow us to see the whole picture surrounding the success of a small business. In fact, many small business owners have weathered times when product sales were low by developing content marketing strategies that expanded not only the space their brand occupied in popular imagination, but also their customer bases. The additional consumer insight that such strategies afford via social media data, search engine rankings, and online consumer reviews also provides an ample window for prospecting future avenues of small business development. Because having qualified leads is absolutely essential to making decisions about the long run, small businesses need this kind of consumer insight in order to plan for the future.

These extra layers of consumer expectation can become a liability for small businesses who either refuse to develop a content marketing strategy or do so poorly. The good news is that developing an effective content marketing strategy is one of the easiest ways to build a small business.

Want to master content marketing? Get certified with OMI

 


Infographic: How to Get Sales with Facebook Advertising

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Editor's Note: Ted Chong is a Business IT expert and director at Ice Cube Marketing, where this infographic was first published. Today he joins to share his insight on using Facebook advertising to generate leads.

 

It’s statistically safe to assume you are a Facebook user and you don't buy every single item advertised on the social media platform. In fact, you may not have ever purchased something advertised on Facebook. This is largely because, although it presents an incredible opportunity for targeted marketing, many companies fail to use Facebook effectively by correctly tailoring their ads to an ideal audience.

Advertisers sometimes forget that Facebook is primarily a social network, rather than a commercial platform. As advertisers competing in a content barrage with endless cat videos and selfies, we need all the tricks we have to stand out.

In this infographic, we summarize the most important factors in Facebook advertising. By following good strategy, you can take advantage of Facebook's diverse audience, and reach the people who matter most.

Here are some key takeaways:

  • When choosing your audience, remember that Facebook has more data about them than you can imagine. Make sure you go beyond broad interests, and select nuanced criteria.
  • The best results on Facebook occur with low-commitment, foot-in-the-door offers with subsequent upsells. For the B2B market, free demo/consultations/eBooks/trials work very well. For B2C, events/workshops/samples/discounts/contests can do magic.
  • In your ads, using feeble words just doesn't cut it. Use power words that short-circuit the brain and demand attention.
  • If you hope to generate leads, go for website clicks or conversions as objectives that Facebook's algorithm can optimize for.

 

fb101

A case scenario: I gave away a free SEO checklist to my audience and it attracted around 200 opt-ins from Facebook. Some of them ended up buying my service, and I made 3-4 times my adspend - not to mention that I got to build my email list at the same time!

There's no one-size-fits-all foolproof strategy. Everything from your offers to your ads hinge on your audience's wants and needs; the winner is the one who understands her audience better than her competitors. By taking the time to learn, strategize and focus your criteria, Facebook advertising can be a very lucrative boost to your business.

Learn more with these related OMI classes:

Facebook Advertising and Targeting

Fundamentals of Facebook Marketing

7 Elements of Highly Effective Facebook Marketing

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


5 Easy Ways to Find The Right Keywords For Ads

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Editor's Note: Roy Dopaishi writes about content marketing and advertising for Paidtraffic. Today, he joins us to share the best methods for finding great keywords to use in content and PPC campaigns.

 

An AdWords campaign is driven by keyword research. Target the right keywords, and your ads appear at just the right moment when prospects are searching for the products and services your business offers. But if you target keywords that are too broad or narrow, you run the risk of failing to reach customers and wasting your adspend.

This is why it’s so important to identify the right keywords before launching your campaign. But what’s the best way to do it?

There are many tools to help you with this vital task. Google’s Keyword Planner is often cited as a useful start - in addition to giving keyword ideas, it uses analytics to make predictions and improve suggestions.

The problem with Google’s tool is that thousands of others use it, so there will most likely be plenty of competition for your target keywords. Relying solely on this tool also restricts your reach, as it only provides limited keyword samples.

Fortunately, there are many other methods of finding the right keywords to target. Implementing these can give your AdWords campaign a major competitive advantage, since most advertisers don't bother. Let’s get started!

  1. Question and Answer Sites

Quora is an excellent way to find common questions that prospects are asking.

A search for “kitchen remodeling” yields the following results:

quorasample

Browsing through Quora results provides rich keyword suggestions that you may have otherwise missed. These queries can then be plugged into Keyword Planner to generate even more ideas.

For example: if your business does kitchen renovations, then after reading related conversations, you might include keywords such as “cost of kitchen remodel” or “finance a kitchen remodel” in your ad groups. These are also excellent topics to create blog posts around.

Yahoo Answers is another popular question and answer site you can use to find keyword ideas.

  1. Google Keyword Suggestions

When typing in a search query, Google displays keyword suggestions in the search box.

keywordsuggestions

This is another way to find related keyword ideas based on your initial search query. Entering in different letters of the alphabet displays additional results. However, typing in each letter and copying the results can be rather tedious.

KeywordTool.io is a free keyword research tool that uses Google Autocomplete and other search engines including YouTube and Amazon to generate a comprehensive list of keywords. This tool parses the results so you can easily select relevant keywords and export them to a spreadsheet.

keywordtool

Here is an example of Google Autocomplete results:

autocomplete

And results from Amazon:

amazonresults

One thing to keep in mind is keyword intent and type. Simply adding every single keyword to your ad groups is a recipe for disaster. Instead, think about the intention behind your keywords and whether they apply to your business.

  1. Competition Research

There is one source you should never overlook: your competitors.

Competitors in your industry are more than likely using AdWords to bid on relevant keywords, so keeping an eye on your competitors can provide additional keyword ideas. Identify competitors by searching for your target keywords and entering their URLs into SEMrush.

Here is an overview of top organic keywords for trekkinghero.com:SEMrush

And top paid keywords:

SEMrushtop

 

Note that the tool only provides limited keyword data. To see a full report, you need a paid subscription to the site, but you can perform basic keyword research for free.

  1. LSI Keywords

Search engines are getting increasingly sophisticated.

LSI (Latent Semantic Indexing) keywords are phrases semantically related to your main keywords. For instance, if a page contains keywords like “Apple”, “Macbook”, and “computer”, Google knows the page is about technology rather than fruit, and won't deliver it to the wrong people.

Use tools like LSIGraph to generate a list of LSI keywords:

LSIGraph

These keywords can not only be added to your campaign, but included within the content on your page to help it rank better in organic search results.

  1. Your Own Search Data

If you have a Google AdWords campaign running, then you already have potentially valuable keyword data at your fingertips.

You can view actual search terms that have triggered your ads from the Campaigns menu. Simply click the “Keywords” tab, and then click the “Search terms” button:

adwordsmenu

 

The Search Terms report shows queries that are triggering your ads.

This information is valuable for two reasons, as you can:

  • Identify search terms with high profit potential
  • Identify irrelevant terms to add as negative keywords

Be sure to regularly comb through your own data to find more valuable keywords to add to your PPC campaign.

Conclusion

Finding the right keywords is essential to gain measurable results, and it doesn’t take much effort. Less than half an hour of your time can dramatically increase the effectiveness of your ads, so there simply are no downsides to doing the research. Take advantage of your new knowledge, gain an edge on your competitors, and get started today!

Learn more with these related OMI classes:

Fundamentals of Measuring Search ROI

Creating and Curating Content People Love

SEO For Business Owners

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


5 Ways to Boost Your Video Marketing Strategy for Millennials

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Editor's Note: Joydeep Bhattacharya is a digital marketing evangelist who writes for SEO Sandwitch. Today he joins us to discuss good video strategy for attracting a millennial audience.

 

An extensive knowledge of all things digital make millennials a complicated segment of consumers to attract. So why do marketers put up with them? Maybe because millennials also have the greatest buying power of any generation, which automatically gives them the biggest consumer voice. Marketers are therefore willing to overcome a multitude of quantitative and qualitative challenges to fulfill their requirements, starting with a rapid pace of technological advancement.

Changing Face of Video Marketing Strategy

Out with the old, in with the new – that’s the mantra video marketing professionals should bear in mind if they wish to stay relevant and sell their products online to millennial consumers, who value originality, sincerity, and creativity above all else. Marketers should focus on finding an original voice for video marketing, one that captures the attention of a culture that gives precedence to personal expression.

At the same time, they should be also mindful of brand consistency and utilize performance marketing data to optimize their content. This is more complex than it sounds, and there is no single, overarching solution. But don’t let the messiness scare you away: by following generally good practices and mixing in your own ideas, it’s not hard to create video content that millennials will appreciate and respond to.

Below you will find five points for devising a competent video marketing strategy targeted to millennial customers -

1. Build Your Strategy on Video Marketing, Not the Other Way Around

In the millennial age, videos no longer play a merely supporting role in your marketing campaign: they have grown to become their own unique marketing strategy. A millennial audience will often begin by consuming video content before entering your sales funnel, and they respond to a style that emphasizes personal expression and reflects consumer sensibilities. For this purpose, the fundamentals of video communication are vital components in your new marketing strategy. Communicating effectively through videos will drive emotional engagement across various disciplines, from customer relationship management to product marketing and cross-platform paid advertising. Learn how a good video is constructed on a fundamental level, and use that knowledge to drive content across your marketing efforts.

2. Take Time to Analyze Your Target Audience

Some marketers think it’s important to deploy an especially complicated and well-researched video strategy when catering to millennials. This can give marketers a feeling of paralysis as they reflect on possible inadequacies in their finances, logistics and brand. It is true that best practice for video marketing geared towards millennials requires some fine-tuning, particularly in terms of identifying the right audience groups. However, that does not mean companies have to sit down and completely rethink their brand to accomplish this.

Narrowing the broader domain of ‘millennials’ into manageable segments is a much easier task thanks to digital marketing tools that largely automate the work. Insight into the best millennial-targeted video marketing strategy comes from testing, analysis, and scale. This is vital to your marketing strategy, since the millennial generation has a hard time trusting too many people too fast.

Instead of attempting to impress your target audience with a traditional advertisement-focused video marketing campaign, your video strategy should be different: it should be extremely visual, experiential, personal, and easy to comprehend.

3. Have the Right Video Marketing Support

Video marketing professionals should have provisions in place to counter the consumer shift in digital platforms. This means arranging for video support that complements your existing production plan:

  • Understand your budget. A large budget will allow you to create impressive 360-degree videos which are sure to draw audience’s attention. Even if you’ve got a smaller budget, you can still create amazing video marketing content in VR.
  • Kajabi is a great platform for people to create and sell content, courses etc. For video makers, this is a great way to make money from their work; for you, it’s a great resource for supplementing your video library.
  • ClickMeeting is a leading webinar solution that enables you to easily generate instructional campaigns.

In every case, you should not rely on any single solution to generate great video content. Creativity and thoughtfulness is essential to set your brand apart from competitors, which means that experimentation is a must.

4. Crowdsourcing, and other creative strategies

When settling on a long-term production strategy for your video content, there are three possibilities:

  1. You can rely on an internal video-marketing team
  2. You can outsource these responsibilities to freelancers
  3. You can crowdsource your content

While the end goal is always to become as self-reliant as possible, don’t forget the importance of creativity in reaching out to millennials. Before settling on a style, be willing to try things out. Find different approaches, and see what works best. By reaching out to freelancers from popular sites like Freelancer and Upwork, you can find diverse talents. Crowdsourcing platforms like veed.me will also give you instant access to new and exciting ideas.

When you find something that works well, you can stick with it and build from there, but don’t confine yourself in the beginning. Strict boundaries will only put a limit on your versatility.

5. Consider Utilizing Artificial Intelligence

The video marketing landscape has greatly changed in the last decade, and Artificial Intelligence (AI) is partly responsible for that. Believe it or not, AI can be used to generate creative ideas for video content. Understandably, some people find the idea of machines driving creative output bizarre and borderline offensive. But when properly utilized, AI will drive and augment human expression rather than supplant it. Don’t think in terms of creative cannibalization, but rather in terms of extended capability.

Martech Advisor has done a good story on how AI can empower video campaigners. New tools like Magisto can speed up the video production process by an exponential factor, helping you to set a good pace and dramatically decrease costs. While it may seem like a novel idea, it’s one more creative solution to consider in order to further differentiate your brand and appeal to a market driven by an appetite for innovation.

Conclusion

In an Internet-driven world, millennial audiences have become extremely fragmented, and video marketers must contend with new challenges if they wish to tap into the millennial market. That being said, the sheer potential of a properly executed video marketing strategy, combined with the purchase/social media power of millennials makes for a blockbuster formula.

The points mentioned above will help you in exploring and defining your video marketing strategy for a new generation of millennial buyers. The risk is small, and the upsides are massive, so find a point that seems helpful and get started today!

Learn more with these related OMI classes:

Marketing to Millennials

Video & Multi-Screen Strategies

How to Create a Content Segmentation Plan

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


How Storyteller Marketing Can Build Your Brand

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Editor’s note: Josh R Jackson is contributing editor at BestMarketingDegrees.org, where an earlier version of this piece first appeared.

 

People would rather be told a story than be told what to do.

That’s why instead of shelling out for traditional advertisements that simply tell us what to buy, organizations from almost every industry have also been using storyteller marketing to frame their purpose, scope, and reach. This is showing rather than telling, and it just so happens that more industries than usual are using this method today, from automotive, to education, to online media, to manufacturing, to construction.

Why? Because good marketing is storytelling. In drafting a message, marketers intrinsically testify to a brand’s value for its audience. Simply put: every time a brand markets something to us, they are telling and selling us a story that is meant to persuade us that their brand is worth our time, money, and attention.

Brands also engage in storyteller marketing because the practice is one of the best, most surefire ways to build brand identity, and secure the trust of discriminating prospects.

So how can your brand harness the power of storyteller marketing? The answer is simple: understand and imitate the greatest minds in storyteller marketing history, and take a page out of their books.

Book 1: The Bill Gates Story

On January 3rd, 1996—over a year after the Internet was privatized—Bill Gates published a column on Microsoft’s website, decreeing “Content is King.” In what would only take a few short scrolls, Gates declared (in “Hear ye, Hear ye” fashion) that the Internet would soon become a boon to publishers everywhere, predicting that on the information superhighway, the value of “information and entertainment” would reign supreme, and that “Those who succeed [at monetizing its value] will propel the Internet forward as a marketplace of ideas, experiences, and products—a marketplace of content.”

What happened over the next 20 years bore out his prophecy. While the private Internet initially served as a two-dimensional billboard for advertisements that were based predominantly in brick-and-mortar businesses, it soon became a multi-dimensional space for the exchange of goods, services, and ideas: an online marketplace based on the concept of creating a global village where any transaction could take place.

The takeaway? Like Gates, pay attention to cultural trends that your brand can not only participate in, but drive. Write strong opinions that are based on the direction your brand is pushing the market, and work to ensure that your brand is consistently pushing the market in that direction—not just through marketing, but through investment and action.

The reason Bill Gates seemed to predict the future in 1996 is not because he was a prophet, but because he worked to tell and sell a story that many people at the time either believed or were already working to make a reality. Gates saw that the market was headed for the industry of communication and technology, and explained that direction in terms that anyone could understand. Then he worked tirelessly to ensure that story became a reality: Microsoft was an early adopter of the World Wide Web, and used the platform to build a website rich with content to promote both their products and their brand.

Book 2: The Content Marketing Story

A few years after Bill Gates’ declaration of the content monarchy, banner advertising gave way to paid content, while new and complex software became a hot commodity. Online businesses were starting to need people who could explain the purpose of their product, software, or service to those who weren’t tech-savvy. They started needing people to tell their stories, and they started needing a new medium with which to do it.

What they got initially was news coverage, like a CBS story from 2005 on a little startup called Facebook. Along with Google, Facebook quickly became one of the largest Internet companies in the world, and a medium that online brands would find indispensable for spreading their story.

Online businesses began to hire full-time, in-house brand managers to explain the value of their company. Creative role titles like Chief Storyteller, Explainer in Chief, and Content Manager were coined to refer to someone who tells a company story. It would be the job of these professional explainers to condense and simplify a company’s message into a few short sentences that were so easy to understand, even a five year old could get it.

The takeaway? Use every medium you can to tell your brand story. If budget permits, hire talent to accomplish this. That talent doesn’t have to be a seasoned storyteller with degrees in journalism, new media, and marketing—they just need to be a clear communicator.

The reason brands need this level of media engagement and talent is not only to earn a seat at the table. It is because, as communications guru Carmine Gallo has written, “no rhetorical tool is more effective than the story,” which means that working to spread a brand story with maximal talent carries a guaranteed return on investment.

Book 3: The Revolutionary Story

Five years after Facebook, four years after Twitter, and the same year as Instagram entered the scene, an industry had grown up that fed demand for creating and telling a brand’s story. By 2013, even small startups were grooming themselves to join the ranks of new media publishing companies that were participating in what has been called the “content marketing revolution”: the marketing movement in which storytellers have come to play the most important role, telling an informative story with every word, image, and video on this side of the screen.

As Alexander Jutkowitz tells it, this movement “signals more than a mere fad.” Indeed, it is a turn of the page to “a new chapter in the history of business communications,” the new chapter of “corporate enlightenment.”

The takeaway? Telling brand stories has become an art form. Do it in a way that places your brand firmly within the context of broader social, political, and ethical movements. Do it in a way that is artistically relevant.

The reason this type of marketing works is not because “all the cool kids are doing it.” If it were, all brands would be the same, and arguably none of them would be cool.

Storyteller marketing works because we’ve entered a new era of marketing history, and it’s become necessary for every brand to illustrate that it is different. A brand must prove itself to be more socially, politically, and ethically aware of its surroundings than its competitors are, or might have been in a previous day and age.

So What’s the Big Story?

The art of telling a brand story has become not only popular, but essential to surviving as a business in the twenty-first century.

The rest, as they say, is history.

How will you tell your brand’s story? Consider taking stock of your brand’s purpose, scope, and reach, and take a class on what makes for an effective storytelling strategy.

Learn more with these related OMI classes: 

Storytelling in the Digital Age

Best Digital Branding Practices for Small Businesses

Creating and Curating Content People Love

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.