A buyer persona, as most of us know, is very important for a company when it comes to narrowing down the target audience and getting a deeper understanding of what your audience is looking for.
A buyer persona will help you connect with your customers. Your company USPs matter the most when it comes to sales and a little less when it comes to inbound marketing. Now, to create content and write articles, infographics, newsletters etc. you would need to have a buyer persona in hand.
When you create a detailed buyer persona, you get to know a buyer inside out right from his preferences to his challenges. The next thing that you should be doing after creating a buyer persona is strategizing your content marketing plan in a way that your content reflects your understanding about the pain points of the audience you are targeting.
And for any type of company, there won’t be just one person you would be targeting as a buyer – a single industry caters to more than one type of buyer. A web development company, for example, would target different buyers like creative directors, designers, account managers, project managers, CEOs of the design company etc.
Are you targeting a group or are you targeting a person?
As obvious as it is, we all know that each and every customer has a preference that is both unique and different from the preferences of other customers. And when it comes to owning a huge amount of data, it is impossible to figure out a marketing strategy for every customer individually.
Hence, it is mandatory that you do customer segmentation after extracting meaningful insights from the customer data that you have collected. And customer segmentation should be based on this:
The psychographics include activities, attitude, personality and values of an individual user.
User behavior is detected by benefits, usage rate, preferences of a user and this can be detected through various user behavior tracking tools.
The geographics of an individual user comprises of his location locally, regionally, nationally and internationally.
The mandatory steps that you need to take before creating a buyer persona:
Suppose you own a Web development outsourcing firm that caters to design and digital agencies. In such a case, you would be targeting creative directors, account managers, project managers and CEOs. So what you ought to do is create a separate buyer persona for each of them – Creative Director: Jason, Project Manager: Harry, Account Manager: Alice and CEO: Kate.
Now if you intend to get projects from the agency Jason works for, this is how his buyer persona i.e. the buyer persona of a creative director should look like:
Build an empathetic relationship with your customers by analyzing their behavior on your website and getting to know their preferences by thoroughly analyzing the collected customer data.
Creating a detailed buyer persona would eventually boost your ROI through clear marketing strategies and sales pitches that are targeted towards the needs of the audience. However, a buyer persona won’t remain the same as time passes by and new technologies and trends come up. And that is why it is necessary to stay updated with the latest trends.
For decades, long before data driven marketing became a concept, marketing relied on such technical concepts as educated guesses and gut instinct when it came to decision-making. Spreadsheets came along with Excel and similar software helping to improve decision-making and optimize spending. However, in recent years, analytical tools have improved.
Marketing personnel has been provided tools and concepts that have significantly improved forecasting and decision making. One of the most significant of these is data driven marketing.
What is Data Driven Marketing
Insight and data are important aspects of business marketing. Data driven marketing relates to the use of the analysis of data about consumers – or data obtained from consumers. Such consumer data provides insights that can be used to make marketing decisions.
There are fundamentally two types of such data:
• Primary Data: Obtained directly from consumers by asking questions or carrying out surveys, and
• Secondary Data: Obtained by analyzing consumer behavior, such as web browsing behavior, use of social media, internet search behavior and so on.
Surveys are easily set up using tools such as SurveyMonkey, Typeform and Google Forms. It is easy to collect data from large numbers of consumers in a short time. Apart from Google Forms, which is completely free, many of these tools offer a free version with a limited number of questions, and also offer an unlimited paid version.
Amazon Mechanical Turk can also be used to carry out surveys. For example, you can survey 1,000 people for anything from $100 to $1,000. You pay each responder to your survey – 10 cents or $1 or whatever you state. You can set up a survey on a hypothetical product presented with a number of different options: color options, stick shift, paddle shift or automatic, click or swipe, dimensions and other potential variants. The survey result can significantly assist you in designing and marketing your products.
Online Search Behavior Analysis in Marketing
Online search behavior is a useful parameter in data driven marketing. Analyzing what people are searching for in your niche can provide useful information. Google Trends can be used to find how many people use specific search terms or keywords over time. The data can be analyzed by country or region, and also by related topics or queries.
In Google Trends, the search term ‘big data’ is sub-sectioned in ‘data analytics,’ ‘big data analytics,’ Hadoop and so on. By applying Google Trends to your service or product, you can establish what data is important to you and what is not.
Their use of social media can also provide marketers with information about potential customer browsing habits. Is it worthwhile advertising on Facebook? Is Twitter worth the bother if you can get past Donald Trump? Would a YouTube video work? How about LinkedIn or social bookmarking sites such as Reddit, StumbleUpon and Delicious. Pinterest is another that many use. What data can you get from such social sites?
Function of Hadoop
Hadoop is analytical software that operates in the cloud. It is used by data scientists to carry out certain operations on ‘big data.’ Without becoming too technical, it is a complex method of analyzing big data in a parallelized way. If you have big data — a lot of data to process — you can parallelize that data by splitting it up between multiple processors. This speeds up the data processing task.
Apache Hadoop assists you in this. To put it very simply, it can help you speed up data-driven marketing by speeding up the processing of that data.
What is Big Data?
A major issue with big data is that not many people know how to use it effectively. In fact, many have no idea what the term means. So what is ‘big data?’ Simply put, it is no more than large amounts of different types of data obtained from multiple sources. Such data can reveal patterns and trends that can be used in marketing. It can be structured and unstructured data: ordered such as in databases, or unordered such as in social media pages, videos, forum comments and e-mails.
It should be understood that no data is of use if it is not used correctly and profitably. Big data can be an amazing marketing resource if used correctly. If you have enough of the correct data, then you can use that to generate marketing processes that are both repeatable and scalable when applied to your business. This should involve less human intervention, leaving managers to focus on testing and improving their product.
Benefits of Data Collection and Analysi
For your data to be worthwhile collecting, it must be useful in meeting one or both of two different objectives. First, proactive information you can use to assess marketing opportunities:
• Provide information on how people access your niche.
• Give data on which social media sites are visited by your prospective customer base.
• What forums do they use (you can use this data to register and help solve problems.)
• Popular blogging sites in your niche.
• Keywords or search terms use by people to seek information about your niche.
You can use this data to:
• Make potential customers or clients aware of your business .
• Connect people to your product or service.
• Make people aware of your business and you personally.
• Generate brand equity.
• Generate revenue.
• Connect to any other critical objective.
These are just a few of the more important objectives of data collection. You can achieve a lot if you understand the concept of big data and data driven marketing. Insight and data relating to your market is extremely valuable — if you know how to use them. The second objective is to use big data effectively.
Effective Use of Big Data
It is one thing to know what it is, but quite another to know how to make effective use of big data. Marketing specialists Econsultancy carried out a survey on how marketers used data effectively. It found that 64 percent of those surveyed made business and marketing decisions based upon data driven marketing insight. However, while 77 percent of the marketers involved in the survey believe that digital analytics are important, fewer than 20 percent considered that digital reporting has a ‘very influential role’ in businesses decision-making.
It has been accepted by many companies that data driven marketing will be increasingly used this year, and will be the norm in 2018 onwards. Consumer behavior is critical in understanding the best marketing techniques. It will enable you to make decisions on the best content to deliver to them, and the best means of doing that: blogging, website, e-mail or mobile techniques.
Data Driven Marketing: Conclusion
For decades, long before data driven marketing became a concept, marketing organizations relied on educated guesses and gut instincts to make decisions, along with spreadsheets to determine performance and optimize spend. But in the last 10 years, the rise of advanced analytical tools has provided marketers with far better decision-making and forecasting capabilities: Data driven marketing! It allows you to be alert with the insight and data needed for success.
Some of the biggest algorithmic updates of 2016 and 2017 address mobile devices:
1. The Mobile-First Index
Gary Illyes mentioned on Twitter that Google is experimenting with a mobile only index more than a year ago. We all know that, for Google, “experiment” means the first step toward the implementation of a new algorithm.
The mobile-first Index was officially announced on the Webmasters Blog on Nov. 4, 2016. Nevertheless, the algorithm is still undergoing experiments. According to Search Engine Watch, it is set to go live within months.
How to Prepare your Site
Tina Courtney has already shared actionable tips that will help you get ready for mobile-first indexing. Below is a short checklist of updates and recommendations from Google:
2. Google AMP
Google’s lead product manager for AMP, Rudy Galfi, revealed that accelerated mobile pages will finish rolling out for mobile organic search by the end of the year. Initially, AMP only appeared in Google’s “Top Stories” carousel. Now more and more accelerated mobile pages are appearing in organic listings. AMP may not be a ranking signal, but it improves user-experience, which leads to improved rankings.
Google has also spent tremendous time designing, implementing and promoting AMP. This means that it will, most likely, continue to improve them. Just last month, accelerated mobile pages started showing up in image results, thus expanding the experience beyond the carousel. Google also said that it plans to make AMP content easier to share using URL change.
Because accelerated mobile pages are accessed within Google, sharing and bookmarking links has become very confusing for users. Publishers are also concerned that Google is making it harder for them to promote their content. According to Danny Sullivan, starting with 2017, the header at the top of AMP content will allow visitors to easily copy and share URLs from the publisher; all the more reason for webmasters to embrace AMP.
How to Prepare your Site
I’m not going to lie: implementing AMP can be extremely frustrating.
Here are a few guides that will get you started:
3. Intrusive Interstitials Mobile Penalty
Google announced back in August that it will start cracking down on mobile sites with intrusive interstitials. “Pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.” On Jan. 10, 2017, Google announced the Intrusive Interstitials Mobile Penalty. Gary Illies and John Mueller also confirmed it on Twitter.
What does the Intrusive Interstitials Update Mean?In short, this update will have a similar effect to the app interstitials ad penalty, launched in September 2015. This means that pages that are making content difficult to access for users will be punished. Google also gave a few examples of interstitials that may disrupt user-experience.
The good news is that not all interstitials are considered BAD. Google noted that some interstitials will not be affected by the penalty (e.g. login dialogs behind paywalls, banners that are easy to dismiss, cookie usage interstitial, age verification, etc.)
Recommended Read: How Google AMP Pages will Impact SEO
How to Prepare your Site
Google has updated its mobile usability report, which will now take into account the intrusive interstitials penalty update. To ensure that your pop-ups respect Google’s guidelines you should:
As the saying goes, time is money. And while it’s impractical to worry about if every single second of every single day is spent in a productive manner by every single person in your company, there are definitely some sweeping changes you can make to improve the efficiency of your business.
Technological advances make it easier than ever to find (or design) tools that suit your specific needs. Technology has also given us the ability to conduct business from virtually anywhere, so long as we have our trusty Smartphones, tablets or laptops with us.
Take a look at some of the best ways you can increase your business’ productivity with the help of just a few gadgets or apps.
Accept Mobile Payments
Also known as contactless payments or mobile wallets, mobile payments are the latest trend in financial technology. While it may take consumers a little time to warm up to the idea of tapping their phone to a device in order to make a secure payment, you should be ready with a “near field communication” reader just in case.
In fact, if you run a retail store and have ever had disgruntled customers complain about long lines, mobile payments can speed up transactions quite a bit. Whether you need to smoothly handle the daily morning rush at your coffee shop or the seasonal holiday rush at your storefront, mobile payments are the perfect way to keep those lines moving.
And if your business is still stuck in the “no credit cards accepted” dark ages, you can modernize your company and never miss another sale with mobile apps like PayPal. A tablet equipped with a credit card swiper or chip reader is another handy way to accept mobile payments when your business is on the move.
Upgrade Your Phone System for Easier Customization and Access
As our technology becomes more mobile, we become more mobile too. Instead of being stuck in the office all day, it’s easier to spend a day working from home or even taking your work with you down to your favorite café for lunch.
Yet many of us still have an office landline. You might have installed this thinking it was a good way to keep work at work, but now that you’ve tossed that idea straight out the window, it’s time to upgrade your phone.
Digital phone providers offer business solutions that allow you to take your work voicemail with you wherever you go. You can even make calls from your work number by using your personal phone, all without ever having to give out your personal information. Setting up custom phone menus is easy too, allowing calls to be rerouted to your colleagues when necessary or your company’s 1-800 numbers to be managed by department leaders with ease.
Send Your Sales Team Forth With Tablets
Brochures and handouts may still have their place in the sales world, but tablets can provide your sales team with a host of apps and tools to really knock the socks off of prospects. Sales personnel rely on images, videos and presentations to convince clients that your brand is the best. Put all of these resources at their fingertips with a lightweight yet powerful tablet.
Tablets are also useful for communicating between colleagues while out on the job. There are dozens upon dozens of project management tools on the market; all you have to do is decide which one best meets the needs of your team.
Apps can also provide calendars for scheduling, video conferencing capabilities, file sharing, and so much more. With tablets and cloud sharing, it’s possible to stay up-to-date with everyone on your team. Furthermore, you can also reduce overhead costs and clunky file storage cabinets by switching to a virtually paperless office, which is only possible thanks to the functionality of tablets. If you haven’t invested in this truly mobile technology for your business, you have yet to experience true efficiency.
Automate and Streamline Your Social Media Presence
Everyone has their favorite social media platform, but when you run a business, it’s important to maintain a presence on all relevant channels. Take advantage of tools and schedulers that save you from the tedious chore of logging in and out of half a dozen accounts every time you want to share an update.
In fact, you can automate the core social media posts that you’ll make every few days or so, which frees up an enormous amount of time for other pursuits. For example, a tool like Edgar will recycle evergreen social media content so that your channels are always full of stories and information for your readers, even if you fall behind. Of course, there are other prominent tools like Hootsuite and Buffer that allow you to schedule posts in advance across multiple platforms.
Once the automation has been taken care of, let your sales or marketing teams have free reign within each social media account to respond to comments and messages. There is no way to automate true, genuine engagement and interaction, but you can ensure that more time can be devoted to it by automating what you can. The motto “work smarter, not harder” definitely applies here.
If you’ve already enjoyed a boost in productivity and efficiency thanks to mobile technology, clue us into the secret of your success in the comments below.
In today’s world, where eCommerce is on the rise and technology has taken over everything, businesses and companies are thriving through the use of social media.
While normally your use of social platforms, like Facebook and Instagram, may be limited to posting pictures and liking and commenting on your friends’ posts, many others are making money through these platforms and generating sales and revenues for their businesses.
Thus, in this period of time, if your business hasn’t been doing well at creating leads and making sales, it is time to up your social media game to reach your sales goals in 2017.
Hashtag your product away
Typically used as a fun and creative platform to upload pictures with quirky hashtags, Instagram can also act as an effective medium to build awareness of your brand and boost your sales. Instagram, like many other social sites, has great visual power to attract people’s attention and make them familiar with your product. With the right strategies, you could efficiently maneuver this power your way to attain your sales goals in 2017.
Perhaps, you could take a leaf out of Red Bull’s page and learn a few tips and tricks from their Instagram campaign. The goal of its campaign was to introduce its new tropical flavored ‘Summer Edition’ energy drink, where it incorporated bright yellow filters on different pictures coupled with the hashtag #thissummer.
Since inception, the brand has sold more than 60 billion cans of its famous drink and has released four different flavors to cater to different palettes.
Hence, for you to control the full power of a sales and marketing campaign on Instagram, and create viral content, you need to understand and see how the audience uses these social platforms. Only then will you be able to give them exactly what they want to help boost your sales.
Use a powerful video to get your message across
There is no doubt that audiences find visual representations more appealing than text-based content that can cause visual fatigue. Hence, a powerful video will help display your brand image more clearly and interestingly than simple, plain words. And if you can also manage to incorporate in that video a strong message by focusing on a sensitive social issue, not only can you create awareness but also boost the sales of your product.
Perhaps, you could do something like what BBDO Mumbai and Mediacom Mumbai did recently. The phenomenal video ‘Share the Load’ featuring Ariel, the detergent brand that focused on deep-rooted issue of social inequality, managed to not only create an emotional stir among the audience but also increased Ariel’s sales overtime. The video campaign encouraged men to share the weight of household chores with their female counterparts. Reportedly, 1.57 million men did agree to ‘share the load’ and Ariel doubled its value and sales volume, which grew by 106 per cent and 105 per cent, respectively.
Sometimes simplicity wins the game
In order to increase sales and revenue or establish a successful brand image for your product, you don’t necessarily have to spend millions on marketing campaigns or brand-boosting strategies. Sometimes, going simple and not overcomplicating things can pave the way for better results.
If you are a small or medium enterprise (SME) and are looking for ways to boost your sales in 2017, social media is the answer to your worries. Having a simple blog and website where you post interesting content or perhaps create viral content can often work better than complicated strategies. However, the important thing is to post quality content on your site often to keep the audience engaged and interested. You can then use social platforms like Facebook and Twitter to drive traffic to your websites, just like Emerson Salon did.
Most of its success came from a blog and website and an intelligent use of social buttons on its website. The salon clearly knew its target audience, asked for feedback and also posted interesting content from its blog. A major chunk of the salon’s clients came from its social media, which generated a 400 percent increase in its revenues.
Turn to user generated content if all else fails
Imagine the benefits for your brand if your customers were given a chance to contribute to your content creation efforts. This would not only engage them in your work but also establish trust with them.
You could perhaps use this idea to influence your own audience and customers by giving them a chance to, for instance, post pictures on your website of them wearing or using your products. This not only generates interest in your business but helps promote your brand.
Burberry, a famous British clothing company, launched a user generated content strategy to rejuvenate its brand image. In 2009, Burberry launched a website to offer users a chance to upload their pictures of them wearing Burberry products and comment on others’ pictures. This helped Burberry’s eCommerce sales to surge 50 percent.
Create curated content to engage your audience
Content curation requires the display of relevant information related to a particular topic or area of interest, which would effectively attract customers to your brand. If you simply create curated lists of your products in the form of a blog post on social media platforms like Twitter or Facebook with catchy headlines and hashtags, you are likely to boost sales; just like H&M (Hennes & Mauritz) does.
This popular fashion apparel and accessories retailer has been boosting sales by posting curated lists of trending items via Twitter with attractive hashtags that draw in potential readers. Once they click on it, readers are taken to a mobile site with a list of items that then brings them to the online page to make their purchase.
Adopting a sales and marketing tactic like this will not only get your audience to interact with you and buy your products but it further acts like a re-engagement strategy. Creating curated lists will establish your brand image as a whole and, because such posts are highly shareable on social media, they are likely to produce healthy engagement with your audience.
There are numerous social media strategies you can use to reach your sales goals in 2017. You can also take inspiration from certain successful brands and companies that boosted their sales and revenues solely through their clever use of social media.
However, just because it worked for a certain brand doesn’t mean it will for you as well. Using social media to your advantage requires one to work cleverly, creatively, cautiously and, above all, with an understanding of the customer persona.
“What continues to plague search marketers is the adherence to old-think issues: ‘Content is too hard to create.’ ‘Links are too hard to build organically.’ This type of focus blinds you . . .”
– Duane Forrester, VP of industry insights at Yext
The purpose of marketing is not merely to display the value of your brand and its offerings; it also serves to set your company apart from all competitors within the industry.
There are a variety of tactics, strategies and ploys to achieving this goal; one of the most prosperous, however, is to outrank them on Google.
Any marketer can tell you that obtaining meaningful rankings on Google is essentially the new age version of striking gold; ridiculously hard to do, but oh so worth it when it does.
While snagging that No. 1 slot on Google might feel like a fool’s errand at times, it is completely possible.
If you are tired of playing second fiddle to your rivals in the SERPs, then get ready to buckle down and apply these methods so you can outrank your competitors.
1. Fill the Content Void with Epic Materials
You might be wondering, “What content void? Content is everywhere!”
While that certainly is true, there are a myriad of articles, blogs, and other consumables that are merely carbon copies of pieces that came before them.
What this means is that you need to find the aspects that are neglected and create insanely valuable and wholly comprehensive content the fills in the content gap.
Since pretty much all SEO experts agree that great content creation is a must, this task can be extremely fruitful when executed correctly.
The first step in this process is to identify the keywords you want to rank for. I recommend targeting long-tailed phrases as these have been gaining authority for some time now.
Next, take those phrases and plug them into BuzzSumo. The tool will then return a list of the top ranked content around the selected terms; dig through these and establish nuances or topics that people are failing to cover.
This is the content you need to be creating.
Before you start writing materials, however, be sure that your content targets the user’s intent. Why are users visiting this page? What are they looking to gain? This should be the heart of your content.
If you honestly cannot find content gaps to fill, dig through various articles that are ranking for your desired keywords to determine how you can create a better piece. There is always room for improvement.
This not only means going deeper into the topic to provide a more holistic view, but it also means making it look better. You can do this with relevant images or gifs or a table of contents that allows visitors to easily navigate the piece.
And, of course, don’t neglect the SEO optimization process for content.
2. Earn Backlinks like a Boss
Earning backlinks can be a tedious and frustrating process, but it is a necessity.
That said, the first step to earning links that will help you leapfrog competitors is to find out where their links are coming from. To do this, you can use various SEO tools like Majestic or Ahrefs.
Use tools like these to make a list of articles that linked to your competition’s webpages. With that list in hand, begin conducting email outreach. You can write your own emails for this, or you can use this handy outreach template from Neil Patel.
Keep in mind that if you are going to be reaching out to any major publications or websites, you should at least get on their radar first; do this by commenting on posts and sharing their materials.
3. Increase Your Site Speed
Speed is a key factor for ranking. If users have to wait too long for a site to load, they are sure to abandon it; this is something that Google doesn’t take lightly.
In fact, a single second delay could cause you to lose a significant amount of visitors; 53 percent of mobile users will jump ship after just three seconds.
Using tools like GTmetrix, you can identify any aspect of your site that is un-optimized and causing delays.
You can also do this using Google’s PageSpeed Insights.
4. Bolster Your Social Media Activity
Social media activity has no direct impact on your SEO efforts, but it is a powerful tool when it comes to driving traffic; that can have a profound impact on your rankings.
The first thing you need to do (if you haven’t already) to ensure this strategy is supporting your push is identify your target audience and on which network(s) they live.
Assuming you already know this information, the next thing to do is establish a posting schedule. The only way to increase your social visibility and traffic is by posting frequently and consistently. You can easily set up a posting schedule with tools like Buffer, AgoraPulse, and similar platforms.
It is also wise to promote your best content with Facebook Ads. These can be extremely effective due to their refined targeting abilities. It’s also not a bad idea to implement a PPC strategy on Google as both of these advertising methods can lead to higher rankings.
You can also increase your reach by making it easier for people to share your content. Do this by adding social sharing buttons to your website. If you choose to implement these, be sure that you don’t add buttons for every social network as that can be annoying to users. Also, verify that the buttons are responsive; if they cover part of the content on mobile, users will find another source.
Another way to increase your shares is by using plugins that engender tweeting of phrases within your materials. Tools like Click to Tweet from CoSchedule are easy to use and can provide you with a nice bump in traffic.
There’s no two ways about it: SEO is a lot of hard work and requires a significant commitment. But so did starting your business; and that’s what you’re fighting for. Beating your competitors in the SERPs isn’t just about pulling in more traffic; it’s about the survival of your business.
Begin implementing these steps today, stay diligent and, in time, you will begin crawling your way to being top dog in your niche.
What other methods can you use to outrank your competitors? Which of these steps do you think is most urgent for your business to implement?
Businesses and marketers have been checking out Twitter Moments, a new tool to ensure their message is relayed to their target audiences. Twitter Moments allows you not only tell any story, but a clear and engaging one. The tool allows products and services to sift through irrelevant tweets and prioritize the ones that actually matter, complete with visuals, audio and video footage that can help you to relay your messages more succinctly and powerfully compared to ordinary tweets.
When Twitter Moments was launched in October 2015, the social media platform curated the big tweets of the day (or so-called Moments) for Web users. If big companies wanted to sort through tweets through their own for their marketing campaigns, they had to pay. But since then, Twitter Moments has been free and open to anyone on mobile. No wonder, marketers are quickly diving in.
For instance, Lime-A-Rita used the tool to provide its recipe for its popular malt beverage with margarita flavor. E!’s show ‘The Royals’ culled tweets containing images, quotes and GIFs into a Moment as a way of recapping previous events for its fans well ahead of the next season’s premiere. E!’s most prominent reality series ‘Keeping Up With the Kardashians’ used Moments too.
Even Twitter’s rival YouTube has used Moments to promote a YouTube Red series known as ‘Escape the Night.’ It used an adventure-type version of Moments to promote the new mystery series starring Joey Graceffa, who posted about the campaign on Twitter. Publishers such as Newsweek are likewise getting into the act.
Twitter Moments could become an important tool to an effective social strategy, according to industry players, especially if they are carefully curated and focused on the intended user. For companies with a good Twitter presence, the cost and time can be considered minimal to have a better understanding of the target customers who respond to a better, far richer storytelling format.
Using Twitter Moments in Marketing
So, why do you need to use Twitter Moments in your marketing campaign for your product or service? Here are some reasons.
Creating Personal Connections
Marketing your product or service involves encouraging your followers or fans to take a more engaged interest in you. Whatever you are selling or what your Twitter account wants to achieve, it is better to create and foster personal connections online. Usually, people will follow and interact with other users that engage them. Users feel a better personal connection with others who interact with them.
Storytelling can help products and services to develop personal connections online, make better sense of tweets and data and engage more deeply. With Twitter Moments, businesses and marketers have the opportunity to tell their stories constantly and keep fans engaged in the stories, projects and events as they go along.
A Way to Provide a Clearer, Better Story
‘Keep it simple’ is a rule brands must follow, even on Twitter. With Twitter Moments, you can provide simple but compelling data storytelling.
Establish Social Proof for Clients
It is important to establish social proof in any of your self-promotion endeavors, especially for marketers. In the future, there may be a need to prove how to prospective clients how effective your strategies are as well your popularity.
Twitter Moments enables you to cull tweets, hashtagged tweets, retweets, and even responses that revolve around a certain theme. For marketers, the tool makes it easy for them to collate data and show your market research skills.
Optimize the Best Out of Your Tweets
Although digital marketers do their best on social media platforms every day (there are days when they post witty tweets, visually stunning images and amazing responses), some days are merely ho-hum. Twitter Moments enables marketers to select the best of their tweets and even the most amazing responses to them.
Get More Interest in Events
Twitter Moments allows marketers and brands to cull everything when there is a huge event happening and they want followers to get on board. From the build-up earlier, to the live-tweeting to the nostalgia after an event, the tool helps marketers and companies to jumpstart hype and interest and convinces followers to learn more about the event’s story.
The tool will help brands to make sure their followers feel they are a part of some of their most important events, and even get them become more interested in the next ones. Including your followers’ response tweets in the Moment you will create will let them think they are more involved in the process, making them more likely to engage in the future.
Built-in Compatibility for you to Share
Another good feature why you should use Twitter moments is that it can be shared on different platforms as well. For instance, you can use Twitter Moments on your website, blog and even other social media accounts, thus maximizing your efforts in making Twitter Moments and boosting your audience market elsewhere.
Target Most-Interested Users
Twitter Moments offers products and companies a paid media targeting option, the same way the option is offered in promoted Twitter profiles and tweets. With this option, marketers can choose their target demographic as well as the reach of the Twitter Moments you create.
This option is particularly useful when marketers and brands try to establish themselves within a certain target group of customers for any marketing objective they may have. In truth, there are many tools you can use to conduct and boost an efficient marketing strategy on Twitter. There are also quite a good number of user-based tactics and tricks that can do the same. However, nothing can beat the power and effectiveness of a paid, direct marketing campaign.
Twitter Moments can be a good tool for marketers and businesses to market themselves as they offer the chance to harness some of the most effective marketing strategies in the book. You should play around with Twitter Moments and see the results the tool brings to your business.
The last few years have made it clear that the future of marketing will center around mobile. Data and consumer interactions we’ve recorded with these handy devices have revolutionized business as we have known it.
Ever since 2010, use of Smartphones in everyday consumer activities has shown potential and promise in both casual and commercial settings. Now, about 77 percent of Americans own a Smartphone, and the average time spent browsing on such devices has reached an average 87 hours per month.
Mobile marketing has also experienced an incredible boost, thanks to the growth of remote workers. Now that technology makes it possible to work on a phone and other mobile devices from virtually anywhere, attention to mobile has become paramount.
Marketers must recognize changes in consumer behavior to market their products and services more effectively, and the remote arena puts a whole new spin on retail strategies.
So where will mobile marketing go in the future? Which trends will stick around? Here are some predictions about what mobile marketing will do in the coming years.
Because Smartphone use has become so widespread, marketers can target customers much more effectively, through location-based marketing (LBM). Based on data transmitted through Smartphone sensors and GPS, marketers have access to real-time data about shopping habits and consumer interest in certain products and advertising.
LBM is well underway in 2017.
About 50 percent of companies use it already, but LBM is expected to grow and become more effective over the next few years. About 66 percent of marketers say location-based advertising is one of the most exciting trends for today and the future.
It offers more personalized, timely, and targeted opportunities for mobile marketing.
The future is bright as we see an overall increase in LBM usage globally,” says Asif Khan, founder and president of the Location Based Marketing Association (LBMA).
“We’re projecting that the market for technology investment surrounding location marketing services is $43.3 billion by 2019. Within that, we see almost half of that now is just going to come from the indoor location space alone.”
Khan also talks about how location-based marketing is a driving factor in augmented and virtual reality applications. He is confident that the use of LBM will help companies get ahead in a competitive marketplace, and it will only become more powerful in the future.
Higher Spending in Mobile Advertising
Projections also indicate there will be a dramatic increase in mobile advertising compared to desktop advertising. In 2015, reports showed that marketers spent about one billion dollars more in desktop advertising than in mobile markets.
But the dynamic is rapidly shifting. Some reports suggest that by the end of 2017, the world will have spent $99.3 billion on mobile digital advertising, which is about two percent more than what is projected for desktop spending, according to a ZenithOptimedia report.
The report also shows that desktop advertising would decrease by 0.9 percent in 2016, 0.4 percent in 2017 and six percent in 2018. “Mobile advertising is growing even faster than we’ve predicted,” said Jonathan Barnard, head of forecasting at Zenith. “It’s leading to one of the most rapid changes and shifts in advertising spend allocation we’ve seen.”
Ad spending drives marketing trends, and firms who are still pouring more money and time into desktop advertising versus mobile could soon be washed away by the wave of competition.
Chat has become on mobile what e-mail has been to the desktop Web – the primary way we communicate,” says an article from Forbes. “But now, major messaging apps are becoming something even greater: they are becoming platforms, portals, and in some ways, even operating systems.”
Though mobile messaging through the phone provider is the No. 1 method of consumer-text communication, chat apps are growing in popularity. They have adopted some of the popular functions of traditional messaging apps that make them just as appealing.
For example, Facebook Messenger now allows the ready use of GIFs, emojis, and notifications. Some even prefer Messenger to their phone’s pre-installed texting app.
This will pressure SMS strategies to target more than just phone numbers if they hope to reach the right audience. Marketers should also focus on advertising within these apps because such ads could be just as effective as sending mobile alerts.
Chatbots are basically simple voice or text programs that create easy, automated interaction among consumers. They create effortless engagement among customer service representatives, which cuts down wait times and increases customer satisfaction.
More Business Apps
In the past, companies often chose between creating an app or a mobile site. In the future, businesses may have no choice but to incorporate both, however.
There’s been a rapid shift toward the creation of business apps that both improve the user experience and advertise more effectively. One huge reason for more apps is the rise of ad blockers.
In 2014, the use of ad blocking rose about 70 percent on both desktop and mobile. As a result, firms needed a better way to get their ads in front of their target markets. Apps provide opportunities for in-house ads as well as push alerts. There’s also excellent potential for advertising on other app platforms.
Research has shown that consumer use of mobile apps constitutes about 86 percent of the time spent on mobile devices. This underscores the need for mobile apps for just about any business situation.
“This rise in mobile-phone usage means that Smartphone apps have become a key marketing tool for companies of all sizes, including small businesses,” according to an article from Entrepreneur. “Mobile apps increase engagement with customers. They boost repeat visits, and permit a wide variety of online transactions, including the deployment of loyalty cards, push promotions, and ecommerce transactions.”
The creation of an app is just one of many small steps companies must take if they wish to remain competitive. The trends in mobile marketing will continue to expand, and firms who get ahead of the curve now will benefit most in the end.
You’ve signed the contract with your new agency and now you’re itching to see your money put to good use. In other words, you want to see the agency turn your marketing into a well-oiled cash machine, right?
Of course you do! That’s why you hired the agency in the first place. And, if you hired a good agency, this is exactly what it will do. But it can’t do it without your help. In fact, taking your hands completely off your digital marketing as soon as you hire an agency is a mistake.
There is a saying in the agency world: “the work can only be as good as the client.” This isn’t supposed to assign blame, but to illustrate that cooperation is of the utmost importance for the success of any agency-client project. Having been on both sides of the table (the agency’s and the client’s), I think the saying is correct. What it fails to mention, though, is that there is room for improvement on both sides.
A recent study shows that relationships are not actually improving. In 2016, only 53 percent of surveyed agencies reported an improvement in their relationship with the customer. In 2015, 73 percent of agencies were happy with their relationship improvements.
So, what should you do to play your part in attaining your revenue goals through your agency’s work?
1. Always be honest Think of your agency as a doctor – the more you tell them, the more they can help you. There’s no point in hiding your past failures; this is not a contest.
Reveal what you tried in the past, what worked for you and what didn’t. Why let your agency hit the same bumps in the road? This only consumes your time and your money, so it literally helps no one.
2. Be sure you know what you expect from them I had a lot of discussions with clients who wanted “a few blog posts” or “social media likes.” Invariably, I asked “why”? A good agency won’t get to work until it knows where its work fits into the grand scheme of things aka your marketing strategy.
For instance: are those blog posts designed to drive traffic or to generate leads through e-mail subscription? This is important to settle from the beginning, because it will definitely influence the copy.
When it comes to social media, things get even more blurry. People want hundreds of thousands of followers and fans, but fail to see the big picture. What are you using social media for? Nurturing your loyal customers? Customer acquisition? Or is it simply for brand awareness? Again, the answer dictates not only what your agency posts on social media, but also what networks it focuses on the most.
3. Have realistic expectations When I was working as a CMO, I always gave my agencies deadlines that were a bit tighter than what I really needed. I did the same with KPIs. Of course, we always ended up negotiating both, but I found it was good to take these precautions. However, all my requests were doable. I never asked for a press release to be delivered within half an hour or for a website to be fully functional in less than two days.
I now run my own agency and, when clients don’t set the deadlines themselves, I always add one day extra when possible. It’s important to me that my agency never misses a deadline (I know how important punctuality was when I was on the other side of the table), so I take these precautions in case one of our writers falls ill or is unable to complete the work for any other reason.
The same goes for the results you expect. You should never trust an agency that promises to double your revenue in two weeks. It may look good on paper and in your projection charts, but unrealistic goals won’t bring you anything but frustration.
4. Try not to micromanage your agency Remember that you’ve hired a digital agency because it has experts on staff and they know what they are doing. I know it may be tempting to check in on their progress at least twice a day, but that will keep them from doing actual work. If you pay them by the hour, then it’s even worse for your budget.
Try to discuss weekly or bi-weekly reporting meetings from the very beginning. Stick to the plan unless something urgent comes along in between your meetings.
Ask questions when you’re unsure why the agency chose a certain strategy or approach, but don’t make a habit out of doubting the people you hired. Think about them as if they were a team within your company. You want to be a leader who inspires, not one who micromanages everything and shuts their creativity down.
5. Keep your agency in the loop Since the agency doesn’t share an office space with you, the people handling your account can’t find out about significant changes and developments on their own. Whether there was a change in management, a merger, an important contract signed or a simple new hire that looks good on social media, let them know.
Reacting in a timely manner and posting about hot topics related to your company before anyone else does is very important today. We live in an era where every minute counts. This is why, ideally, you should have a delegate that takes care of your relationship with the agency and that keeps them in the loop about any new development.
6. Be punctual You expect the same from your agency, don’t you? But, at times, it’s even more important that you deliver everything on time.
Photos, quotes from managers, graphic work – your agency will most likely ask for these from you on a regular basis. Delaying the delivery of a quote from a C-level executive will delay the publication of your press release. If the artwork depends on you and it’s not done in time, neither will your article/brochure/social media post. If someone posts a photo of your CEO at an important conference before you do, you will have lost your moment to shine.
One thing that usually delays everything is approval. If you want to approve most of what your agency does for you before it sees the light of the Internet or the printer, make sure you can do so in a timely manner – typically in the same day if not within an hour.
Having a great relationship with your agency does wonders for your ROI Working on this relationship is not just about happy employees. It’s also about KPIs, met goals and, in the end, your ROI.