The Power of 'Smarketing' (Marketing and Sales Alignment) [Infographic]


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No Time to Create Content? Turn One Webinar Into Nine Marketing Pieces in Less Than 14 Days… Without Killing Yourself


Content repurposing is like insurance.

Call it “marketing insurance,” if you want. It’s there to pick up the slack on the days or weeks when you just don’t have the time to create marketing collateral and other content.

Content repurposing is taking a piece of marketing content and turning it into something else—for example, taking an article you published in a trade magazine and turning into a series of blog posts for your company website. Simple, right?

Why repurpose content?

Two reasons. First, it saves you time because you won’t always be scrambling to create content from scratch. Second, repurposing content helps you promote and amplify that piece of content further. It gives your content more mileage because you’re using different forms to get it in front of more people.


Sure, you’ll still have to create fresh content every now and then. But repurposing will give you a breather. Instead of taking 3-4 weeks (or longer) to create a new blog post series, you can take a whitepaper or article you’ve already written and turn that into a series of blog posts in a matter of hours. You can then promote each piece beyond your blog to get it in front of more people.

Webinars are terrific for content repurposing

A webinar typically contains a lot of content, such as slides that show customer results, product details, industry problems, and educational “how to” info. You’ve got a product expert talking you through those slides, as well.


There’s usually enough material in a webinar to give you a few months of repurposed content.

But let’s get specific: You can turn a webinar into a whitepaper, a blog post series, a SlideShare presentation, a press release, social media posts, an article for a trade magazine, an email newsletter, a tradeshow handout, or a speech. And those are just the content types I could list off the top of my head.

Let’s talk about how you actually repurpose a webinar, step by step

1. Upload the webinar slides to SlideShare

Uploading slides to SlideShare is the fastest way to get your webinar in front of a wider audience. And considering how easy it is to do, it should be the first step you take.

2. Transcribe the audio

Your product expert will be talking through the slides and giving webinar attendees lots of info. So why not take that audio and have it transcribed to text?

There are transcription services or apps that will transcribe audio for you in 24-48 hours, depending on length. I’ve used Rev myself, and I would definitely recommend it.

3. Polish the audio text

Transcriptions are rarely perfect, so you’ll need to go through it and polish up the text. But that shouldn’t take long—a day at most. Make sure the text flows, words are spelled correctly, and everything makes sense.

The transcription and slides now form the basis for every piece of additional collateral or content you create.

For example, the text can be formatted into a speech, and the slides can be used as presentation handouts at a tradeshow event. You’ve already got the slides, so that doesn’t take much time. A speech might take 3-4 days of back and forth to agree on the main talking points.

4. Create a whitepaper

A webinar often starts by highlighting a common industry problem, then goes onto show how a product solves that problem. Whitepapers do the same thing when they’re used at the top of the funnel: They take a problem-solution format that educates the reader about the problem, and then shows them how to solve it.

Take the text from your transcription and use it for the whitepaper. Since you’re not creating anything from scratch, it should take about a week, at most.

Whitepapers should be objective and educational, so ensure there aren’t any sales pitches in there. And don’t mention the product or your company until the end.

5. Convert the whitepaper into a series of four blog posts

A problem-solution whitepaper follows a specific format. First, you introduce the topic; then, you identify a common industry problem. You outline what has been done before to solve that problem (and why it has failed). Finally, you introduce a new and better solution to the problem.

So take those four sections from the whitepaper and turn each one into a separate blog post. You should need only a few hours.

6. Format the blog posts into an email newsletter

Sending each of the blog posts as a separate email newsletter will help to put it in front of a wider audience. Some people on your mailing list won’t read your company blog; and, of course, the blog posts will reach people who are not on your list.

7. Use the whitepaper or blog posts for a magazine article

You could just publish the whitepaper itself, but some magazines and journals don’t accept articles that have been published elsewhere. Some do. The article would have the same format as the whitepaper, only a bit shorter.

8. Write a press release…

Most of the content for the press release can be taken directly from the original audio transcription.

9. … and social media posts

Take small snippets of information from the transcription and post them on social platforms such as LinkedIn and Twitter. Include a link to download the full webinar or whitepaper.

And there you have it: nine types of content in less than two weeks!

Create a content repurposing plan for every webinar

Outline how you’re going to turn every new webinar into other pieces of content. Even better, start repurposing webinars you’ve already created. It’s a terrific way to get more mileage from your webinars and get them in front of more people.

Your content “insurance”—repurposing—can be your creative breather whenever you need one.

More Resources on Content Repurposing

How to Reuse Old Content to Boost Your SEO and Keep Your Audience Engaged

How to Repurpose Your Content Correctly [Infographic]

Content Marketing: The Leftover Trick

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B2B Marketers' Biggest Lead Gen Challenges


B2B marketers say creating effective content and collecting quality data are the two biggest challenges they face when trying to execute their lead generation strategies, according to recent research from Wpromote and Ascend2.

The report was based on data from a survey conducted in May 2021 among 258 B2B marketing professionals in the United States.

Some 45% of B2B marketers surveyed say creating engaging/targeted content is difficult to execute with lead generation, and 43% say collecting quality data is difficult to execute.

What makes lead generation difficult


Some 60% of B2B marketers say their lead generation challenges cost them wasted time/resources, and 59% they say lead to missed opportunities for revenue.

Cost of lead generation challenges

B2B marketers say the top frustrations salespeople have with lead generation campaigns are insufficient data and poor lead quality.

Top sales complaints about lead generation

About the research: The report was based on data from a survey conducted in May 2021 among 258 B2B marketing professionals in the United States.

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Five B2B Influencer Marketing Guidelines for Brands


B2B brands worldwide are embracing influencer marketing as one of the most cost-effective and time-efficient, yet still impactful, marketing strategies.

Although influencer marketing was once considered a B2C play, B2B brands can also achieve heightened brand awareness and an uptick in revenue growth by running influencer marketing campaigns. In fact, 92% of consumers trust influencer marketing over traditional advertising, according to Nielsen’s Consumer Trust Index.

So. how can B2B marketers associate with influencers to deliver a dramatic boost to the credibility and authority of their brand in the eyes of the buyer?

This article provides five guidelines for planning a B2B influencer marketing campaign.

1. Understand how B2B brands can benefit from influencer marketing


Partnering with experts who have social influence in a particular market sector provides instant credibility for brands, just by association. Such partnerships also mean that B2B brands are exposed to the influencer’s network, opening up new connection possibilities that can translate into business development opportunities.

In addition, influencers often have a strong media presence and public profile, and they mention brand partners in media interviews, contributed articles, and speaking engagements. That can have a tremendous impact on building a brand’s profile, whether B2B or B2C.

2. Identify the right influencer for your brand (integrity matters)


As the number of influencers continues to rise, transparency is vital. To identify the right match for your brand, you must verify the authenticity and effectiveness of any influencers you are considering. Fortunately, technology allows for advanced influencer discovery, audience insight, and quality checks.

Before getting started, clearly map out your brand’s values, personality, audience, and campaign goals. The optimal influencer should be able to educate your target audience about your company and market opportunity, while lending credibility, building trust, and building brand awareness.

Review and analyze important metrics—especially the influencer’s engagement rate, such as the number of likes and comments—and compare them with the influencer’s number of followers. Also, check the rate at which the influencer gains new followers. A common warning sign of suspicious activity is any sudden spike or dip in follower count. Abnormal growths or negative trends are indicators that an audience has been gained (or lost) through unnatural methods.

The authenticity of comments on an influencer’s posts is also a telltale sign of their methods, including suspicious behavior. Using generic words such as “awesome” or posting a single emoji multiple times is spam-like behavior. Those are also signals that an influencer is part of an “Instagram pod”—working with other influencers to post comments in a network and artificially boost their engagement numbers.

3. Choose the platform that will result in the most engagement with your target audience

Determining which platform will work best for your brand is a big decision. First, you must understand the characteristics of each platform, such as its primary audience and functionalities, and then match those with the influencer research you’ve already done.

Though they may not appear to be the obvious choice, consumer-dominated platforms should not be ruled out. Instagram, for example, is a great channel for promoting your company culture—helpful in recruiting employees, boosting employee morale, and encouraging real-time interaction.

Companies are even starting to embrace TikTok as a powerful tool to showcase humor and elicit engagement. Even if your target audience is not extremely active on TikTok (yet), you can amplify those assets on your other social media channels and on your website or blog.

4. Take note of the competition to build your own B2B influencer strategy

Nearly one-third of marketers (31%) are unaware of the influencers their competitors are working with, whereas almost half (45%) do not know the audience their competitors are targeting through influencer marketing. Despite that, 87% of marketers find it helpful to get a list of Instagram posts with their competitors’ mentions.

Before your brand begins its own B2B influencer marketing strategy, you need to start evaluating your competitors. Find out which social media influencers they are using to promote their brands. Knowing how your brand stacks up to the competition is the first step to gaining an edge over them.

Teams should also evaluate the performance of competitors’ influencer marketing campaigns by analyzing criteria such as engagement rate, audience quality, influencer quality, cost per engagement, and reach.

5. Know how to measure the ROI of your B2B influencer marketing campaign

Tracking and measuring the success of an influencer marketing campaign is critical in determining its effectiveness and return on investment (ROI). Without specific metrics to benchmark your relevant successes, it is impossible to evaluate whether the influencer and the resulting ROI align with your campaign goals.

Intelligence gathered from evaluating the five metrics mentioned above—engagement rate, audience quality, influencer quality, cost per engagement, and reach—can lend a hand in tweaking or refining your own strategy. Use the same metrics you employed when analyzing your competitors.

* * *

B2B businesses can, without question, immensely benefit by using influencer marketing. From increasing the number of visitors on your website and number of engagements on social media platforms to establishing trust, awareness, thought leadership, and authority, influencer marketing is a proven, effective strategy in gaining momentum on the tracks of B2B marketing.

More Resources on B2B Influencer Marketing

Influencer Marketing Isn’t Broken, You’re Just Doing It Wrong

Your B2B Influencer Strategy: How to Get it Right

Five Best-Practices for B2B Social Media Influencer Marketing

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Why Marketers Should Build Consumer Trust Through Product Data


Today, product data and marketing content have one of the coldest relationships in the martech stack.

Engineers worry about SKUs, specs, sizes, and materials. Marketers worry about images, videos, docs, and diagrams. Copywriters try to bridge the divide with descriptions, features, benefits, and sales messaging.

If the product data and content match across channels, either the marketers got lucky, or they’re using an integrated digital asset management (DAM) and information management (PIM) solution.

To not mislead or let down shoppers seems like a low (but technologically challenging) hurdle to clear. The higher hurdle is for a brand to be consistent with its own mission and values—thereby demonstrating trustworthiness. That, too, is all about product data and content. At least, that’s my takeaway from Widen’s Connectivity Report.


Brands can no longer treat product data and marketing content in isolation, my teammates and I found. Accurate, comprehensive product data is critical to building trust, whereas emotive, interactive content is essential to driving sales.

Both types of information are needed to tell the story of how a brand lives up to its values, and a brand’s ability to tell that story may hinge on emerging technologies.

Trust From the Product Up


Marketers intuitively know that presenting accurate product information across channels is important. But why?

For the 2021 Connectivity Report, my colleagues and I surveyed 155 marketers and creatives from the US and UK between August and September 2020. The respondents represented 25 industries with employers ranging from Global 2000 brands to our local Wisconsin tourism agency.

Nearly 50% of respondents credited product data as the information type that has the greatest impact on building customer trust—far ahead of product photography (16%) and descriptive copy (11%), the runners-up. In other words, marketers don’t consider their own photos or videos to be trustworthy, because hyperbole is part of the art.

But product data is different. There are massive consequences for fudging nutritional stats, material tolerances, safety ratings, etc. Product data sets expectations, conveys authenticity, and builds a foundation of trust. Online shoppers especially rely on product data in absence of a sensory, hands-on experience.

Still, most brands are led to think that “trust” is a top-down phenomenon. Every year, the PR firm Edelman releases its Trust Barometer. In 2021, even though business was the most “trusted” institution (ahead of government, NGOs, and media), US-based companies have seen their trust index fall from 62 in 2014 to 48 in 2021.

Worldwide, 56% of respondents agreed that “Business leaders are purposely trying to mislead people by saying things they know are false or gross exaggerations.”

Does it make sense for “trust” to hinge on whatever the C-level leaders happen to say out loud? No. I think we need to build trust from the product up instead.

But how?

Blurring the Data/Content Divide

Although our Connectivity Report respondents credited product data for building trust, they agreed (72%) that digital assets such as photography, videos, and product marketing content have the biggest impact on sales. They also said they feel that they haven’t come close to realizing the potential of virtual reality (VR), augmented reality (AR), and interactive experiences in driving transactions.

For example, a retail leader in home goods spoke to the problem of selling expensive items online: “You would really love to see how that $1,000 chandelier would look in your dining room using something like augmented reality,” said the interviewee.

For that to happen, product data and content would need to be interlinked. Accurate dimensions for each chandelier must coexist in a profile with 3D imagery and take into account the limitless variations of a single product (e.g., a black metal body versus a copper one versus…).

The augmented reality experiences could build trust and excitement by depicting how the chandelier would look in a certain dining room. Maybe the shopper could add dining hall dimensions, wallpaper color, and a 3D image of the table using a smartphone at home.

The point is that trust-building media experiences sit at the intersection of product data and visual content, which cannot be treated separately anymore—especially not for brands that want to tell a more meaningful story about their products.

A Mission Told in Product Data

During long-form interviews for the Connectivity Report, one marketer tapped into a challenge that dominates news cycles but doesn’t have much traction with marketing technologists: Environmental, Social, and Governance (ESG) reporting. The marketer said, “The factories and manufacturers where the products come from follow responsible sourcing practices and are expected to meet or exceed environmental standards. Those parts of the product data tell a compelling sustainability story.”

The use case is interesting because so many companies have lost or gained trust through ESG actions. Sometimes, consumers perceive ESG marketing as greenwashing or wokewashing, an example of “Business leaders…purposely trying to mislead people,” as Edelman put it. But if companies build ESG reporting into their product data and content, they could build trust that is safe from whatever the CEO tweets at 2 a.m.

For instance, technologists have discussed using spoof-proof distributed ledger technologies (DLTs) such as the blockchain to document products through their supply chain.

In practical terms, a fishing vessel could scan a QR code to verify where the fish were caught and the health of the species population. With each stop in its journey from Dutch Harbor in Alaska to a grocery store in Madison, Wisconsin, each QR scan would add product data, like the accumulated carbon footprint per pound of fish. At the end, an online shopper would see photos of the fish and the vessel and crew that caught it. They would also find data documenting how the grocery store took measures to protect the environment and the end consumer through its sourcing process.

The same could be done with textiles, mining products, petrochemicals, and the countless finished goods they enable. What narrative could do more to build (or restore) trust in brands that tout their responsible practices?

Inspired by Values and Powered by Martech

The marketing technology stack is a foundation for telling a meaningful story with product data and content. As I mentioned, DAM+PIM systems are already equipped to manage consistency across channels. More advanced VR, AR, and blockchain applications will likely depend on the same system.

It’s time that digital marketers advance from worrying about data-content consistency to cultivating integrity and trustworthiness. New approaches to the role of product data and visual content might create trust in ways that not even the most charismatic CEO or spokesperson can. And enriching product data with ESG factors and content would enable us to recognize the hidden heroes who make possible our commercial paradise.

Brands that have nothing to hide should embrace the opportunity.

More Resources on the Role of Product Data in Marketing

The Challenges That Product Experience Management (PXM) Can Solve

The Information Sources B2B Tech Buyers Most Rely On

How to Create High-Converting Descriptions for Your Product Pages

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Future of SEO & Top Trends in 2021


As of 2021, every business operating a presence online (that should be every business) will be familiar with the importance of search engine optimisation (SEO). Where ads can get you quick reach, and social media helps with engagement, SEO is the steady burn that strengthens your online reputation and gets you in algorithmic favour with the search engines.

Investing time in SEO pays dividends. But, like all things digital, there are changes in SEO coming all the time to affect the ranking factors. Keeping up with those SEO trends is necessary for keeping rankings high.

So what does the future of SEO have in store for us?

Trends in SEO for 2021 – The Musts

When looking at future SEO and digital marketing trends, it pays to be aware of the essential musts for right now and the trends that could just go into consideration for the future. The guide below is everything you should be doing now to see results right now and well into the future.

Keywords, keywords, keywords

We could copy and paste this message year after year. Keywords are always going to be a centrepiece for SEO, but in 2021 specifically, keyword research is in the spotlight. The importance of keywords is going up and up.

Now with featured snippets on the Google search results page, the function of the search engine has transformed from search engine to question answerer. Users aren’t necessarily looking for all the information that comes up on the page. They’re looking for their questions to be answered through the search results.

Keyword research is critical to getting your page in those answers. To do that, businesses need to get better at keyword research related to topics rather than just specific keywords.

Rather than “SEO” as our keyword in this article, for example, we want to talk about “trends in SEO”. The Google search bar itself is a great source for these suggestions. Type in one query, and it will suggest more that you may be able to use.

Make it for mobile

Mobile-first is not a new focus for Google. For years brands have been encouraged to make their sites mobile-friendly or face downranking. Now, however, Google has gone all-in on mobile and uses mobile-first ranking.

With more than 68% of website visits coming from mobile devices (globally), it’s not enough to be mobile-friendly. You have to be mobile-first.

Google’s Mobile-Friendly Test can tell you how you’re doing, but with mobile also comes unique mobile trends, like voice, which we’ll discuss next. Making it for mobile means considering mobile optimisation, as well as purpose-built strategies that are designed for mobile use.

Voice search is the next frontier

With mobiles in our hands and busy lives, voice search is on the rise and voice search optimisation is how businesses lead the pack on this new trend.

Consumers use voice to research products, add to their shopping list, track packages, make purchases, contact support and more. Smart speakers and other smart devices are enabling this trend, and businesses that aren’t optimising for voice search could miss their products being purchased in casual conversations with Alexa.

VSEO is all about conversational content and long-tail keywords – rather than thinking of what people will type for the search, this of how they would verbally ask about it. The user experience for voice should be as smooth as asking your partner to add an item to a shopping list and having them confirm the task is done. Welcome to the new world.

Build authority

Link building is another topic we could copy and paste every year, and yet, not enough brands invest in this activity. Link building helps you to build domain authority. With authority, Google looks at your site and says, “Yes, if 150 other brands trust you, it looks as though we can comfortably put you in front of our users.”

One of the ways to approach link building is to work on blog posts. You want to develop a slew of blog posts that are truly valuable to your audience and the industry you work within so that you can encourage them to use your blog posts as reference material for their posts. Then, you’ve got yourself a backlink.

Of course, just writing blogs is not enough to get other websites to link back to you. It’s a whole process, and you’re going to want a specialist to help systematically approach this.

Don’t forget to optimise video

While the voice in video is not (yet) searchable, you mustn’t forget about optimising your videos for SEO. Consumers love video. YouTube is the second-largest search engine in the world, second to Google. Producing video content is important for engaging your customers, and optimising that content for search is essential to have it found.

To optimise your videos for search, use the same tactics as discussed above. Think of search topics to find keywords and also look at long-tail keywords to make your videos available to people searching by voice.

Check your vitals

The best advice we could leave you with is to check your core web vitals. Google’s core web vitals cover Largest Contentful Paint (LCP), First Input Delay (FID) and Cumulative Layout Shift (CLS). This trinity makes up the user experience and will ultimately be the most influential elements in determining how you rank.

What next?

While Google’s AI is teaching itself to categorise all the information on the internet, the future for SEO is simply that it’s not going anywhere. AI will give us better tools for optimisation, it may take some jobs off our hands, but the role of SEO is predicted to remain an important one for the long term.

As ads get more expensive, SEO is the most cost-effective way for brands to keep themselves in front of their customers and clients. If you want to achieve just that, the team at AdVisible can help.

The AdVisible team has worked with clients in Sydney and across Australia to help them achieve incredible results in SEO. We don’t just focus on SERP rankings. We focus on ROI, traffic and conversions to show the true power of a strong SEO strategy.

Contact us today to learn how we can transform your SEO and your business.

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The (Many) Benefits of Marketing Automation [Infographic]


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Facebook Ads vs. Google Ads: What to choose?


When discussing advertising with new clients, one of the most common questions asked is: where should we run the ads? Google or Facebook? The simple answer to that is: both.

While Google and Facebook are clearly competitors, like perhaps Sydney and Melbourne, that doesn’t mean you have to align with only one. If your business worked with or sold to customers across Australia, you wouldn’t feel that you had to pick just one location in which to advertise. You would advertise wherever your customers are.

That same logic goes for where to place your ads. The Facebook vs Google Ads debate is beneficial only to Facebook and Google, trying to secure more advertisers. For your business, however, both are valuable and should be equally considered.

You’ll find below a guide to the Facebook vs Google Ads conversation, demonstrating how the platforms work, why you should consider each, and how they differ in supporting your advertising strategies.

Why Facebook Ads is important

Despite the complaints about grandparents now on Facebook, it’s still the social media platform with the highest number of monthly active users (MAUs) worldwide. 1.55 billion, to be specific.

While it’s great to have access to such a huge audience, it’s like throwing a stone into the ocean if you can’t identify who, within that audience, may be well suited to learning about your brand. That’s why Facebook Ads are important in the advertising mix. The ability to really hone in on user characteristics makes it a powerfully pointed solution, with one-fifth of the population in that data set.

How can Facebook connect you with the most qualified people? It knows everything about them. Get married? You probably put that on Facebook. Moved interstate? You probably put that on Facebook. Got kids? Again, you probably put that on Facebook. Not to mention all the liking, following and engaging with others posts.

The sheer amount of action that the average Facebook user takes helps Facebook to categorise them and personalise the kinds of ads that are best aligned to them. Which is great news for brands. This means that every dollar spent is expertly targeted, and ROI is high.

As of today, Facebook Ads is one of the best-value online advertising solutions.

Not only can brands build a persona of the kinds of people that they want to attract, but they can also build “lookalike audiences” based on the users that have proven valuable to target. Original audience information can be uploaded from brands directly, or they can be built through Facebook.

Fun fact, you can remarket to users who have visited your website from other channels under the condition that they have a Facebook account.

What kind of ads work on Facebook?

Facebook is a visual platform. Users scroll and look for visually interesting things to capture their interest. Hence, Facebook Ads should be visual. Facebook is the place to play with videos, images, gifs and other visual content.

Why Google Ads is important

Google AdWords set the standard for PPC advertising. Although there are competitors, such as Bing, none come close to the reach and value of Google’s AdWords. As the largest search engine in the world, Google can get you in front of just about anyone you want to get in front of. With 3.5 billion search queries going through Google every day, it’s safe to assume any kind of brand can find their consumer through AdWords.

Unlike Facebook, where you’re targeting personas or user characteristics, Google AdWords targets keywords. When using AdWords, brands bid on keywords that users use in search to try and get their ads displayed against the right search results for the users’ query.

The PPC model makes it so that brands are charged every time a user clicks on the ad. Brands can set their budget when they set up campaigns so that this doesn’t go out of control.

Brands are essentially paying for placing their ad against the keywords and search terms entered into Google. Then it’s up to the ad to entice the user enough to click through. Google helps with this, though. Advertisers have a whole range of customisation options to make ads more appealing.

Another reason why Google Ads is important is that Google works hard to ensure all brands and budgets have equal opportunities to advertise. They do this by looking at the quality and relevance of ads rather than how much advertisers spend. This means that big budgets vs small will actually come down to relevant content vs not. This makes the success of ads even better, too, as the user is going to ultimately click on what is most relevant.

What kind of ads work on Google?

Search engines are primarily text-based, but Google actually has a variety of advertising options. These are split via the Google Search Network and the Google Display Network.

Google’s Search Network is text-based. It covers the whole of the search engine and allows brands to bid on millions of keywords and phrases. This is ideal for conversion-driven campaigns.

Google’s Display Network, on the other hand, is more visual. Brands can use banners and other visual ad formats. This is a good option for brand awareness, where the focus is not so much conversion.

Choosing between Facebook and Google Ads

By now, you’ve understood the message that choosing between Facebook and Google Ads is not necessary. You can have both.

Utilising the two together will give you the most comprehensive coverage to expose your business to your ideal customers, giving you ultimate visibility. When your brand is present in all the places your customers or clients browse, you can find new customers, increase leads, and boost sales.

Achieving powerful ROI with Google and Facebook Ads does require some expertise. While you can play with this internally and lose some money while figuring out the best formulas, you may prefer to go straight to those in the know. That’s where AdVisible can help. We work with Google AdWords and Facebook Ads every day. We know what works across a range of Australian industries so that campaigns hit the right target from the start.

Contact the AdVisible team in Sydney to learn about how we help Australian brands get cut-through on social media and search.

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C-Suite Survey: The Top 5 Marketing Org Deficiencies


Some 46% of senior executives rated the performance of their marketing team as very good or exceptional in 2020, and 45% rated it as moderate, according to recent research from the CMO Council.

The report was based on data from a survey of 120 senior management executives across companies of various sizes and industry sectors.

Asked about leadership gaps and holes in their marketing organizations, business executives listed the primary areas where they see a need for more skills, proficiency, and capability.

Top 5 marketing organization deficiencies


The survey also asked in which performance and value creation areas business leaders are looking for marketing to step up.

Top 5 areas for marketing improvement

The solution, according to business leaders, may not be in-house: Many executives said interim or fractional marketing leaders can add value, primarily by introducing new ideas and ways of thinking into the marketing department:

Ways interim marketing leaders can help marketing teams

Other findings from the study:

  • Revenue and sales growth is the top deliverable for Marketing, report 80% of survey respondents, with customer acquisition and profitability a close second (71%).
  • 69% of business executives say they are extremely or moderately confident in Marketing’s ability to lead growth recovery in 2021.
  • 84% say they are closely, regularly, or increasingly interacting with their marketing team.
  • Collaboration and alignment between lines of business, functional areas, and Marketing is viewed as close, balanced, effective, and well-integrated by 37% of respondents; the same percentage say it is getting better all the time.

About the research: The report was based on data from a survey of 120 senior management executives across companies of various sizes and industry sectors.

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One Tip to Improve On-Page SEO: Use More Mini-Infographics (A Guide)


B2B marketers have tried everything under the sun to improve on-page SEO. Using all the keywords. Writing 5,000-word posts. And then going off-page to promote the post to everyone.

But you’re still missing one key ingredient in your on-page SEO optimization: mini-infographics.

With them, your content engages. Without them… not so much.

So what does the engagement for all those long posts of yours, as measured by bounce rates, look like?


Here they are by industry:

bounce rate by industry


Source: The Daily Egg

If your bounce rates are shockingly high, you’re not alone.

There is so much content available online. Why should people in the busy B2B sector read your post and not someone else’s?

Marketers need to get creative. Don’t rely on just text to do your work for you. Start creating visuals—specifically, mini-infographics.

Let me explain why.

How Do Mini-Infographics Improve On-Page SEO?

There is one reason why B2B marketers are struggling to retain audiences with their content. Online users don’t want to read that much text. They don’t have the time.

Users want only two things from your content: (1) to skim through it and (2) to find the answer they were looking for.

two things readers want from content

Source: Venngage

That’s what we learned by conducting a focus group among our B2B customers a few years ago. We showed them two articles that we scrolled through very quickly.

The feedback we received included two major points:

  1. Text that is divided into headers makes it easier to skim.
  2. The readers were drawn to articles that included visuals every 100 words or so.

In other words, to reduce bounce rates, you need to change your text-to-visual ratio.

top-ranking sites: less text, more images

Source: Venngage

That’s because attention spans have been decreasing over the years. If content doesn’t grab a user’s interest within seconds, that person will leave your page.

What’s one of the on-page SEO factors that helps you rank—and reduces bounce rates? Relevant visual content.

You need to shorten the text you write. And to get your message across to your audience, instead of the text you would have used, use more mini-infographics.

How to Design Graphics That Help Your Page Rank on Google

Don’t have a graphic designer on staff? That’s fine, you can always use an online infographic maker. Online platforms offer templates for you to customize.

But don’t let more options confuse your goal. This on-page optimization exercise is about creating mini-infographics, like this map:

Example of mini-infographic

Source: Venngage

You want to summarize your information and give visitors a reason to move on to the next section of your text. And then the next, and the next, and so on—till they reach the end of the page.

The intent is to encourage more micro-conversions—small steps that lead users to major conversions, such as signing up for a newsletter and completing a sale.

Even if you have a longer visual, break it up into smaller graphics. For example, a longer presentation can easily be divided into smaller sections, like this:

Breaking up longer visuals into shorter ones

Source: Venngage

Insert those mini-infographics every 100-200 words to break the monotony of text and move readers down the page.

To create mini-infographics, follow a few design tips when using templates:

  • Keep plenty of white space between elements.
  • Don’t go overboard with color use; 2-3 colors are enough.
  • Use color contrasts and relationships to build out a color scheme, explained in this video:

  • Use a maximum of 2-3 fonts—and use readable fonts for the body.
  • Keep elements aligned so the visual looks professional.
  • Group elements according to hierarchy or similarities.
  • Icons are your friends; they tell a story in an instant.
  • Use branding elements, such as your logo, colors, and fonts.

Use those tips to design mini-infographics that make your pages more attractive to audiences. That’s how you can lower bounce rates and get your website to rank on Google.

What Kinds of Mini-Infographics Influence On-Page SEO Factors?

If you’ve seen infographics, they tend to be longer and larger visuals because they attempt to be comprehensive. But to improve on-page SEO optimization, you need shorter and smaller graphics.

Mini-infographics summarize key points. They work alongside text hierarchy—titles, headers, and subheadings—as follows:

Text hierarchy and images that summarize text

Source: Venngage

What does a content summary look like in action? Here’s an example of a mini-infographic that’s packed with information:

Example of content summarized in a mini-infographic

Source: Venngage

Note how the graphic is still short enough to give users a reason to stay on your page. Plus, it encourages them to click on your call-to-action button.

That graphic could easily have been a long page that users would have to scroll forever to get through. Instead, the mini-infographic gives them the information they need at a glance.

Charts, like the following example, tend to draw the eye of the user. The chart uses bold colors and fonts to get to the point. It’s easy to skim, and it gives the reader a break from just text.

Example of chart: history of the word 'smart'

Source: Venngage

One more important point when you’re adding visuals like mini-infographics to your posts: Don’t forget about optimizing the images—particularly by adding alt-text, which can also help your website rank on a keyword.

Conduct On-Page SEO Analysis to Incorporate Mini-Infographics

I’ve shared why you should create mini-infographics for your new posts. But what about the existing content on your site? It’s time to do some on-page SEO analysis.

Use Google Analytics to study your bounce rates. What are the keywords for those pages? What’s the bounce rate and rank for pages with those keywords?

Not all pages will need a revamp. But if your bounce rates are higher than other pages on the same topic, those pages will need mini-infographics.

After updating a page with a high bounce rate, we found a huge drop in bounces:

How much mini-infographics decrease bounce rate

Source: Venngage

Now it’s your turn to experiment on your site. Update your text to be more skimmable. Use shorter sentences and more headings. Write a line summing up your points.

Then add visuals like mini-infographics and charts every few hundred words.

What I’ve suggested in this article may be a new method for you. But if you practice creating more graphics, you will get better at it.

And the result will be higher-ranking pages with lower bounce rates. That’s a win-win in any book.

More Resources on On-Site SEO

SEO Strategies Every Company Needs to Master [Infographic]

Nine Tips for Creating SEO-Friendly Content [Infographic]

Seven Tools for Creating Infographics Without Using Photoshop

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