Marketing is changing in the digital age. Gone are traditional methods of advertising and marketing, replaced with strategies to make information easy for search engines to find on a website or other online property. Marketers need think about how their messages will be found by customers who may have never heard of them before–and what content they want that customer to see first based off those customers’ interests when looking through results from an internet search engine like Google, Yahoo!, Bing, etc. Creating content based on customer interests that leads them back to a purchase is key!
Beyond SEO: B2B Content Optimization for Trust and Customer Experience
What Can Be Searched Can Be Optimized
Successful B2B marketers approaching the business of optimizing content for better visibility on search engines do so holistically under the premise, “What can be searched can be optimized.” That means more attention is being paid to the variety of reasons people search as well as the variety of reasons companies publish searchable content. Content, SEO and industry influencers are perfect partners for making it easy to connect any audience with a company through findable and credible content.
Optimize For Customers
Creating, optimizing, and promoting content based on customers’ interests that leads them to a purchase makes the most out of both useful content, influencer marketing and SEO best practices. Great SEO copywriting doesn’t read as a list of keywords, but instead balances keyword usage with creative writing that appeals to the reader, thus educating, influencing, and inspiring action. In fact, the best optimized content is also the best user experience.
Optimize For Experiences
In an integrated content/influence and optimization model for B2B marketing, we emphasize an understanding of customer needs and behaviors through ideal customer profiles and attention to variances during the full customer lifecycle from awareness to advocacy. Those insights, combined with ongoing monitoring and collaboration with internal and external subject matter experts, drives content marketing strategy and the creative mix of content assets designed to help prospects have meaningful experiences with the brand.
How to Use Instagram Ads to Find Your Customers & Build Followers
In this guide, you’ll find everything you need to know about how to create Instagram ads specifically to grow followers and convert them into loyal customers.
Use Ads to Determine Cost per Acquisition for New Followers
One metric that can help you track your ads’ value is cost per acquisition.
To calculate your cost per acquisition, simply divide the total cost by the number of new customers acquired from the same campaign or channel. You can use this framework to measure your cost per follower on Instagram.
Identify Your Audience on Instagram
You want to make sure your budget is going towards showing ads to the right people – those most likely to become actual customers.
So make sure your audience niches in the direction of your customer. Now, if that means you need to pay more per follower, don’t worry. It’s better to spend more to get high-quality followers.
Next, Create Instagram Ads
Equipped with that information, it’s time to create an ad. That ad is the most important part of this whole process and it’s a good idea to test a variety of different ones.
It’s also critical that the ad is designed specifically for Instagram, so that it’s native to the platform and looks like the ads people are accustomed to seeing.
That means using only high-quality photos accompanied by compelling captions that, in this case, encourage viewers to follow your account.
Local Justifications Are a Big Deal and You Can Influence Them
If Google is dealing out justifications at this lavish rate, local business owners and their marketers should definitely ante up, and start acting to influence these snippets as much as possible.
What are the types of local justifications and how can you influence them?
Review justifications are sourced from Google My Business reviews. Finesse your review acquisition requests to prompt customers to discuss specific, longer-tail aspects of what the business provides, and you could see their language excerpted like this to specifically match the refined intent of a searcher.
Website justifications are pulled from the website linked in your GMB listing. Note that the linked URL does not have to be the page that mentions the topic featured in the justification. In my example, the listing pointed to the website homepage, which did not specifically mention “jewelry repairs” in the main body of the page. Rather, that terminology was in a dropdown link in the navigation menu, which then points to a page for that service.
Likewise, you have full control over your Google posts content, and highlighting longer-tail intent in what you write about, like “custom-created engagement rings”, could win you an eye-catching justification like this. The good news is that these justifications don’t have to be pulled from your most recent post. I saw examples of excerpted content from posts that were over a month old.
Trust and the Search for Answers: How Influence Optimizes SEO Performance
In the world of SEO, you are what you E.A.T.
According to Google’s search Quality Rater Guidelines, one of the most important criteria for evaluating best answer content is the expertise, authoritativeness and trustworthiness of content, creator of the content and the website that hosts the content. More than ever, it is important for marketers that are striving to capture the fast growing opportunities coming from increased use of channels like search to go beyond simply creating great content that is SEO friendly. The new opportunity to be the best answer for customers means optimizing for findability and credibility.
How can marketers optimize content for trust?
According to research from the Demand Gen Content Preferences Study, 95% of B2B buyers prefer content from industry experts and influencers. Partnering with credible experts that have influence, trust and audience attention for the very same topics that marketers are creating and optimizing content for brings together very powerful elements for a successful digital customer experience. Relevant and findable information that is credible.
15 Amazing Benefits of Email Marketing No One Ever Taught You
1. Inexpensive to Launch an Email Marketing Campaign Yet High Return on Investment
Most of us know that it doesn’t cost a lot of money to send emails. Personal users can get free email accounts from several providers across the Web. However, for proper email marketing campaigns you might need a paid service. This can be as simple as a business email account all the way to elaborate email clients, each with subscription costs. The other expenses are composing the emails and getting people to sign up.
However, even with these expenses, email is a great value. In fact, according to Emarketer, the ROI on email is better than both social media marketing and paid search. While most marketers recommend a mixture of these techniques, it does demonstrate that email is a critical method of getting sales leads.
2. Increases Brand Awareness & Helps You Stay Top of Mind
Whether your brand is just starting out, or has been around for over a century, one of the best benefits of email marketing is brand awareness. Often, consumers are looking for the next great thing, and if you’re a legacy brand then this issue can work against you. I mean, who buys the same cotton T-shirts from the value store anymore, right? Wrong! Plenty of people see the value of an old, reliable brand.
At the same time, being a new entrant into the market forces you to increase brand awareness so people will try your products. For brands of any age and size, though, staying at the top of consumer’s minds is a major advantage. Email marketing is one of the best ways to get there.
3. Strengthens Customer Relationships
Let’s look at this one from a human perspective. Most of us have the best relationships with people we talk to often, whether that’s through email, social media, or old-school methods. Among the benefits of email marketing is the ability to strengthen customer relationships. Because when all is said and done, brands are run by people, and it’s people who buy from brands.
4 Mental Models to Help You Tackle Tough Content Marketing Questions
If your content isn’t resonating, think about the ways your representation may be inaccurate. Here are some places to start exploring:
- Are your personas too broad? Overly broad personas won’t provide a detailed enough map to guide your decisions.
- Are they built on too many assumptions? Since buyer personas are fictitious, marketers tend to make assumptions while creating them. Ask whether the pain points and other details in your personas come from accurate, up-to-date information – or someone’s best guesses.
- Are they outdated or built on stereotypes? Check your personas for stereotypical Ask whether the details you’ve included are characteristics relevant to the buying process.
Second-order thinking can help you differentiate your content from your competitors and produce better results for your business. It prompts you to look beyond the obvious to come up with better answers.
First-principles thinking calls for reducing a proposition to its most basic assumption, one that doesn’t rely on any other assumptions.
Borrowed from the scientific discipline of chemistry, the activation energy mental model helps you understand the minimum energy needed to start a reaction. One way to think of it is as the threshold that the composite elements need to cross to initiate a reaction and convert into final products.
Want Better Results From Your Original Research? Improve the Survey Experience
Survey experience is about how well your survey takers think the questions are relevant, intelligent, and appropriate. Will they be able to (and feel motivated to) complete your survey? Will they answer honestly and openly? Would they answer a survey in the future based on this experience?
Most survey platforms warn when questions and/or answer options are too long. That’s because long questions or answers lead to fatigue, speeding, misunderstanding/error for the survey takers, and they look like hell on mobile. Avoid long questions and answers unless it’s absolutely mission-critical for one or two questions.
Also, beware of the compound question (e.g., “Does your job give you satisfaction and pride?”) Boil down your question to a single idea or variable so that your survey taker can answer easily, and you can report findings clearly.
Capturing demographic information is essential to ensure the survey sample represents the audience you’re attempting to study. Demographic responses also can expand options for interesting “cuts” of the data, showing you how different cohorts of your study group (e.g., generations) differ.
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