Why Marketing Maturity Needs to Be Top-of-Mind in Today's Digital Landscape


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Companies have adapted and leaned on digital strategies to connect internally and externally since the COVID-19 pandemic began. The most well-laid marketing plans have had to shift drastically, and we’ve all had to embrace digitization to connect—and survive—as businesses.

If you’re lucky enough to be part of a company that already had digital practices and a digital infrastructure in place, perhaps the industry shift didn’t feel as jarring. Maybe you were able to continue your strategy without missing a beat and kept engaging with your customers.

However, as the last year and a half has starkly highlighted, not all companies start from the same place of digital savviness and technology support.

That’s where marketing maturity comes into play. By taking an honest look at that starting point, we can better understand and plan for fully optimized digital operations while creating internal alignment.

To thrive in a post-COVID marketing environment, each business must evaluate where it stands in the marketing maturity model, then take steps to improve its position.

Defining Marketing Maturity

In its simplest definition, marketing maturity is the move from a seller-centric to a buyer-centric approach. Marketers who are lower on the maturity spectrum tend to be more project-focused, whereas those at the higher end of the maturity spectrum are drivers of strategic growth.

Increasing levels of maturity correspond with increasing levels of digital marketing sophistication and expertise.

Marketing maturity frameworks look at the processes, tactics, technology, data, and outcomes of an organization to understand where the company falls on that spectrum. Marketing maturity is not based on company revenue size, employee count, company age, or how many emails are being sent.

The reasons an organization might choose to employ the marketing maturity model vary widely, but for many it’s simple: It helps educate and align internal teams and management and inform the long-term budget, and it creates an expectation of growth.

Where Your Company Lands

The marketing maturity journey has four stages: emerging, aligned, unified, and optimized. In each of those, you will find varying degrees of sophistication in marketing strategy and tactics, as well as adoption of marketing technologies.

Although the marketing maturity journey is fluid, there are definitive indicators and pain points for each stage:

  • Emerging. In this stage, a company has no digital strategy or tool integration. An example could be sending one-off email blasts for basic communications with name personalization and conducting one-off data reporting in the email send tool.
  • Aligned. This stage takes advantage of additional marketing technology, such as automated campaigns to segmented lists and scheduling social posts. Some customer profile data is used for personalizing emails, but the data might not be integrated into a CRM. Data reporting is still siloed and typically done only by email campaign.
  • Unified. In this stage, email marketing is integrated into a CRM with email analytics and other coordinated social content. Organizations in the unified stage often send targeted multistep email campaigns that lead to a specific action on their website, and they take advantage of real-time analytics—albeit still siloed by source.
  • Optimized. Here, digital marketing efforts include targeted campaigns and personalized interactions (via chatbot, for example). Brand experience and messaging are consistent across all digital channels, including email, website, e-commerce, and social media. Data insights from all channels are pulled into one holistic view.

Moving Toward Optimization and Maturity

At this point in the article, you might have realized that your company and marketing strategy aren’t where you want them to be. You might also be asking yourself what the next steps are in moving toward optimization.

Ultimately, optimized companies have made significant investments in digital marketing as a way to scale their go-to-market strategy with prospects and customers.

If you’re not in the optimized stage of marketing maturity, but would like to be, consider the following to help inform your marketing strategy.

1. Focus on personalization

Personalization should be used to align marketing across personas and customer journey stages. Perhaps even more important in the COVID-19 environment, personalization ensures messages cut through all the other noise consumers are bombarded with.

People, including B2B decision-makers, spend more time on social media and email than ever before, so deep personalization is the key to meeting them where they are with impactful and engaging experiences.

2. Create consistent brand experiences

Companies that want to optimize their marketing processes should confirm consistent brand experiences and messaging across all digital channels, including email, website, e-commerce, and social media. That consistency boosts brand credibility and bolsters customer confidence.

3. Make data-informed decisions

Businesses with optimized marketing maturity regularly use data insights to inform strategy and tactics.

Organizations can do two things to use data effectively:

  1. Enrich and cleanse the data
  2. Pull it into one holistic view

Cleansing and enriching ensure the data is accurate and actionable, whereas compiling it into one holistic view shows the “big picture” of the marketing strategy, including things that are working well and things that could be improved.

Today’s Landscape

The pandemic has forced organizations to be adaptable. As a result, many businesses have developed newfound responsiveness and resiliency. In today’s landscape, that means evaluating marketing strategies to find areas that can be optimized for the benefit of the customer and the bottom line.

Because no business is the same and we’re all starting at different points in the marketing maturity journey, marketers face a unique challenge. Rather than simply survive the pandemic environment, marketers who take active steps toward an optimized digital strategy will prove the most successful long after the pandemic wanes.

More Resources on Marketing Maturity

Determine Your Digital Marketing Maturity Stage, and Then Level-Up

Approaching Digital Transformation With a Marketing Mindset

The Personalization Maturity Ladder [Infographic]

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How Including Links in LinkedIn Posts Affects Engagement

Do LinkedIn posts with links, or those without links, garner more engagement?

To find out, Social Insider and Lightspan Digital analyzed engagement (likes, comments, and shares) on 86,504 LinkedIn posts from 883 brand pages.

The researchers found that posts without links perform better than those that include links across almost all post types (the one exception: job posts).

In the case of image posts, the average engagement rate is 70% higher for those without links than those with links.

The researchers found that adding a link as the first comment has not been widely adopted, with only 0.2% of the posts analyzed following that practice.

Usage of link in the first comment on LinkedIn posts

Image posts tend to garner the most engagement, on average, followed by video posts and job posts.

LinkedIn average engagement rate by post type

About the research: The report was based on an analysis of engagement (likes, comments, and shares) on 86,504 LinkedIn posts from 883 brand pages.

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A Media Data Model: What It Is and Why You Need One


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Let’s talk about campaign data. We know waste is significant in the current paid media ecosystem—wasted dollars account for up to 74% of total media spend, a study conducted by ISBA and PwC estimated.

We also know that advertising is in the middle of a fundamental transformation. Transparency, trust, and privacy are significant concerns; technology proliferation and regulatory changes are happening all of the time. Media effectiveness has never been more at risk.

At a time when clicks are more elusive to measure than ever, many brands are wasting money on outdated models within the media spend landscape—and they’re looking for a way out.

Marketers should look beyond campaign-level data

Complicated by expansive channel growth and a complicated and crowded martech vendor landscape, marketers have all but lost the ability to make real-time decisions. The scale and complexity of data generated by digital advertising programs are impossible for humans to sift through and optimize.

Beyond collecting total data—more than just KPIs, total clicks, and costs overall—brands should build a foundational media data model to build better insights.

To bring a media data model to life, marketers should take two core actions.

1. Create a single source of truth

Collecting data is important, yes, but keeping track of potential data loss in making critical decisions has merit, too. Marketers sometimes move from one channel on one day to a different channel on another, potentially leaving that information locked away and forgotten.

Fragmented data can be a huge source of frustration. To mitigate that issue, all data and analytics should be in one place and should go beyond campaign-level impressions, spend, and other essential metrics.

Housing spend and performance data—including insertion orders, campaign metrics, and more—in one place means that understanding your media spending could take significantly less time and drive better vendor relationships.

2. Integrate your technology

New technology partners can be added daily while old ones fall off the plan. Once all integrations are in, you can start performing ongoing optimizations versus a single lookback audit at the end of a campaign. You’re not getting the whole story just because you hit a campaign KPI, such as cost per click. Could you have done better?

Stock portfolios must be rebalanced for maximum growth, and the same goes for media plans. Would you hold on to a stock just because it hit your 10% return goal, especially if that stock has become over-valued?

When you have all of your media in one place, you can track every dollar and tactic across vendors and partners. If vendors hold up their end of the bargain, you can evaluate, manage, and negotiate the supply chain.

So, what’s at stake?

A foundational data model can uncover the impact of fraud and invalid traffic. It can evolve into an outcome-based model, such as the ability-based model, by incorporating and looking beyond campaign data.

You can view percentages of impressions as fraud or non-viewable, but what about dollars? When you create a connected data model, dollar amounts and buying paths where fraud and viewability issues persist become viewable, versus a current model that only extrapolates on averages.

Furthermore, a connected data model all enables you to understand what fees your partners and vendors charge so you can see whether they are in compliance with contracts.

Building a foundational media data model starts with assessing your current state. There are seven areas to focus on that can help brands unlock millions in media spend. Recognizing those specific areas allows brands to understand how they’re spending and what they’re spending on as a whole.

You can analyze what you’re doing today. Knowing what you’re trying to achieve makes the difference here.

There are three main data types that provide varying levels of visibility.

Excel and CSV feeds

Data in these feeds can include user name, location, created date, etc. They are fundamental ways to capture information, but they don’t provide the most transparent picture. If a campaign ran for three months, you would see data, but in an overview at best.

Things you can do with Excel feed data:

  • Analyze cost and performance KPIs
  • Assess campaign-level performance at scale
  • Compare with ad server for discrepancy reporting

Brands can save 10-15% just by building a CSV data model.

API Integrations

API data insights pick up where Excel feed data leaves off. The API is designed with the end-user in mind. The data can be drilled down further and visualized for better opportunities.

Things you can do with API data:

  • Analyze cost and performance KPIs to performance level and more
  • Build benchmarks and indices across markets and brands
  • Assess limited supply chain data
  • Analyze creative and audience data

Brands can save 15-25%, which can then be reallocated—although not all API feeds are created equal, so understanding the depth of the API’s capability is critical.

Log Files

This is impression-level reporting and tracks impression cost as well as performance (whether the impression generates a click or not). Log files can help you see the entire supply chain, and they can break down nuance with reporting capabilities that you can use to…

  • Create custom whitelists or blacklists
  • Know the cost of fraud, non-viewability, and brand safety calculations
  • SPO using primary and secondary KPIs
  • Create contextual domain lists based on performance metrics, i.e. looking at the complex data of what’s not working, what’s blocked, or what’s a waste of money

This method can save companies over 25% in media value, sometimes up to 50-60%.

Log files aren’t easy to manage, however. Some tools, such as PwC’s Media Intelligence, can help unpack the granularity of data and provide precise analyses and specific recommendations. It combs through billions of rows of data to consolidate log files, then presents aggregated data that illuminates key information for improving the value of your campaigns.

Once you learn how to mine your data, you can report on it, which will inform your media data models and future goals. Because log file data is so deep, you can forecast trends, make plans for the future, and create customized analytics.

But first you must understand where you are in your journey.

Create an action plan for your media data model

What’s the smartest path toward more effective media spend? Some of this can be handled immediately, whereas other things will take time. Consider three sets of actions.

The right now:

  • Identify the current gaps.
  • Prioritize impacted cases.
  • Create reporting automation when necessary.
  • Find those quick wins.

Design for the future:

  • Evaluate capability needs.
  • Build strategy and road maps.
  • Identify integrations.
  • Define and launch a POC.

Build and innovate:

  • Invest and build enabling capabilities.
  • Optimize marketing models.
  • Measure effectiveness.
  • Keep a pulse on change.

You have options You can build in-house or buy the software. Then you can start to realize a new journey of trust, optimization, and automation in digital media.

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Five Quick Video SEO Tips to Help More People Find Your Content


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Videos are the language of the Internet right now. Businesses and creators alike are capitalizing on the qualities of the medium, engaging with both dedicated and casual audiences to great effect.

Online tutorials, social videos, and product explainer videos have become staples in digital marketing, and they help market brands and products of all kinds.

But you have to make your awesome marketing video available to the right audiences—which sounds easy, but anyone who has tried knows you can hit more than a couple of bumps along the road.

The good news is that most of those bumps can be smoothed over with effective SEO.

This piece covers five quick tips that will help increase your content’s visibility so you get the most out of the video content you worked so hard to create.

1. Try a third-party platform

The first thing you’ll want to do is put your video on the Web for your audience to find and enjoy. But where should you put it?

I don’t usually recommend hosting your own videos. Although a dedicated server can give you independence, it can also be taxing on your bandwidth and it’s not worth the trouble overall.

You can, instead, rely on a third-party platform, and there are many to choose from.

  • Free platforms have a lot going for them. You can’t go wrong with YouTube. Although its embedding options and ad-related policies aren’t the greatest, YouTube has by far the largest user base of any video-sharing website—so many in your audience will already have access to your content there. However, there are other solid alternatives, such as Dailymotion, Vidyard, and Vimeo—all of which are intuitive and easy to use. Each has its own attractive features.
  • Paid platforms offer more advanced features meant for businesses and experienced creators, and they vary drastically in pricing and accessibility. Research each of your options before committing to a subscription. Brightcove, Wistia, and Dacast are good places to start.

Once you decide which type of hosting fits your needs, you can move on to specific opportunities for optimization. Some related to your video’s presentation can apply to pretty much any hosting platform or type of marketing video.

2. Work on your video’s presentation

After uploading your video to a platform, you should always customize and optimize three elements of video SEO. Each plays a pivotal role in influencing viewers’ first impressions and determining whether someone watches or ignores your video.

  1. The thumbnail image should immediately capture attention and visually communicate what the video has to offer. It can also serve as a preview for the video’s tone. For example, an explainer video—because it’s promotional material of an informative nature—should have an easy-to-read thumbnail with little to no ambiguity about the video’s content.

    EMBED: https://youtu.be/dp3NK7TMMzw

  2. The title is one of the first things users will use to decide whether they’re interested in watching your video. The title should reflect the content—the main selling points of your video. This is where you should start using keywords you want search engines to associate your video with; your title should therefore clearly convey why watching the video is a good idea while also including those keywords.
  3. The description gives context to your video. You can also include what the video doesn’t show. The best descriptions are short, and they don’t simply repeat the video’s content. They can include a question that the video answers, a summary of what’s in the video, or insights into how the video came to be. Keywords play an important role here, as well. Search crawlers will scour all text surrounding your video, and that includes the description, so avoid keywords that you don’t want SERPs to associate with your content.

While we’re on the topic of keywords and crawlers, let’s take a look at an often underused but crucial video SEO tool: the transcript.

3. Improve your video SEO with a transcript and keyword management

Remember how important keywords are to your video description? Well, they’re also an important element in subtitles and transcripts. Providing a transcript is a unique and powerful tool in increasing traffic and conversions.

Every word in your video’s SRT files (containing closed captioning or subtitle text) will be taken into account by bots. The keywords you include create the content categorizations you want your video to be associated with.

Transcripts can be created automatically by running speech recognition software on your content, or manually by a transcriptionist. When paired with timestamps in an SRT file, they serve as subtitles that makes your video more accessible and efficient.

4. Embed your video on your website

Embedding is the process of taking a video’s original source—the platform it’s hosted on—and seamlessly displaying it on your website. Watching the video on your website is much more convenient than clicking away to another domain, and it still feeds those views and other metrics into a single spot you can track for useful data.

When embedding your video, a main consideration should be to ensure your content is available only through its own landing page on your website. Embedding your video in multiple places will cause search engines to lose track or dilute the importance of the main landing page, and that won’t help your positioning in SERPs.

Regardless of where exactly you place your video, be aware of and keep an eye on watch time, and similar important metrics, so that you can optimize, and maximize the effect of, any videos you subsequently make.

5. Mind your video’s metrics—especially watch time

Watch time (or view time) is the percentage or fraction of a video that a user watches before clicking away or moving on to another piece of content.

Every available hosting platform has ways of monitoring watch time and comprehensively reviewing your videos’ performance through engagement metrics—such as how much of your content is being consumed by your viewers, how much is being ignored or skipped, what the main drop-off moments are, etc.

Those metrics could point to a lack of interest in the topic, or they might indicate that the piece is too long and so potential viewers are clicking away before the end.

Tracking metrics is the first step in correcting problems and improving your future videos’ SEO performance.

Why does watch time get a special mention? Well, it’s the most important—though not the only—factor contributing to ranking well on SERPs. Search engines will also take formatting and view count into account, but the most important task in promoting video content is ensuring the video is being watched from start to finish!

Another thing you can do to engage audiences is to focus on streamlining your content. Many viewers rapidly lose interest and would rather watch a couple of shorter videos than one longer video.

However, that’s not to say longer videos don’t have their place or you should just cut running time at all costs. It’s true that Google tends to prioritize watch times when considering a video for SEO rankings, but longer videos consistently perform just as well as short ones because, in addition to percentages, total view duration is also considered. Even if view counts are not as high for longer videos, people watch them for longer.

Of course, different types of video content will require different SEO strategies to outperform the competition. Keeping tabs on your metrics will let you know what your viewers are responding to and help you optimize your videos in the future.

* * *

And we’re done! To promote your new video, use the tips in this article. Doing so will help your video be found more often by search engine algorithms, and that means more conversions and growth for you and your brand.

More Resources on Video SEO

How to Get Your YouTube Videos to Rank in Search Results [Infographic]

A 16-Item Checklist to SEO-Optimize Your Videos

How to Maximize Your Reach With Video SEO

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How to create an SEO strategy for 2022. The tricks you need to know.

Marketers are well aware that SEO goes beyond just keywords weaved into web pages. File sizes, web speeds, link building, content length and quality, are all critical pieces making up a strong SEO strategy. Without all working in unison, your search efforts are not totally optimised. 

Although everyone’s in on the secret that SEO is multi-dimensional, many small to medium-sized businesses simply don’t have the internal resources to be fully “on it”. 

Maintaining an SEO strategy is not all that hard itself, but developing that strategy can look like an insurmountable task. It’s hard to visualise how to bring all these parts together, creating a cohesive SEO plan and developing practices to keep on the right path. 
As an SEO agency, this is kind of our forte, and we work with clients every day to help them see the forest for the trees. We’ve become pretty good at laying out an easy to understand actionable approach. What follows is all you need to know and do to develop your SEO strategy for 2022.

Developing a smart SEO strategy for 2022

Being smart about your SEO plan really comes down to being thorough. Follow these steps to build a comprehensive strategy, setting your business up to thrive in 2022 and beyond. 

Define your goals

Of course, “get more site visitors” is up there, but what about when you get them? How many do you want? What does that even do for your business? How does it tie into sales? With clear goals, you can track your performance, understand ROI and measure how your strategy impacts business revenue. 

It’s good to start big and then piece together how you can achieve that. For example, say you want to get more website traffic. This is the primary goal. Now you need to fill it in.

  • How much traffic do you actually want? 
  • What happens to those site visitors once you have the traffic?
  • How do you put a value on those visitors based on which page they come to? E.g. is the homepage the same value as a product page, service page or contact page?
  • How will you measure conversions?
  • How much time do you set to achieve these goals?
  • What audience are you going to target?

Think of this as the profile building step. Not only are you drilling in to figure out who your target persona is, but you’re also building a profile about your business goals and how you are going to be able to achieve them.

Observe your competitors

Understanding the finer details of your goals makes it much easier to spot competitors who are doing well in the areas you want to do well. Once you identify those companies, competitor analysis helps you understand their strategy, which will inform your own.

You want to look for their:

  • Organic search rankings
  • Online reviews
  • Blog strategy
  • Backlink profiles
  • User experience
  • Social media
  • Target audience segments
  • USPs and other differentiators.

From a technical SEO perspective, you want to review their:

  • Site health
  • Page load speed
  • Technical SEO implementation
  • Mobile-friendliness.

The goal is sometimes to mirror what they do well, but there is also a huge opportunity to really drill into your own differentiators so that you can craft content that stands out against them. 

Pro tip: Don’t only review your primary competitors in the market. Also, review your competitors online. Anyone on Google’s first page results is competing for your spot in front of a user’s face. 

Explore topics and keywords

Once you have diligently detailed your goals and competitor analysis, you can begin your topic and keyword research. With the information above, you will have a foundation to understand what keywords actually help you compete, not just what keywords relate to your business. Online tools such as Google Keyword Planner or SEMrush Keyword Magic Tool can assist you with your keyword research. Both tools confidently provide you with information on monthly search volume, average industry cost-per-clicks, competition level per keyword. 

As part of your competitor analysis, you should be collecting lists of web pages, blog posts and articles that rank highly, which your business can compete with. Taking a topic-first approach helps you to target keywords that match topics, rather than always repeating keywords that match the industry. 

You do this by building topic clusters into your strategy. Rather than single keywords, topic clusters broaden your research and open up way more opportunities to reach a broader audience through more search phrases. 

Say you’re an e-commerce business in the fashion space. You have a pillar topic, which is clothing. But you also have numerous subtopics: pants, shoes, tops, etc. Then you have individual products as subs under those. Developing topic clusters means you aren’t just trying to rank for fashionable clothing. You’re also working on individual categories that spread your SEO strategy across your site and to a wider audience. 

For services businesses, you may have pillar pages on your website. E.g. SEO. Then there would be many subtopics. E.g. local SEO, mobile SEO, SEO strategy, SEO mistakes, etc., etc. These will all need different keywords and key phrases. 

Add internal linking to your topic clusters, and you can build a strategy that keeps users on your site, exploring the rich depth of content connected to their initial search.

Think about user search intent

Before you go about developing your content based on your keyword and key phrase lists, make sure you first think about search intent. Do your key phrases match what users are likely to search when they enter a question into Google? What content does this audience like to find?

The simplest way to review this is to write your keyword into Google and analyse the first page results. Check if the pages or blogs are research, solution or brand focussed. Note this, and be sure to develop content that follows a similar approach to make sure your visitors are finding what it is they are searching for. 

Devise a link-building plan

Link-building helps your site gain authority. The goal is to have other sites link to your site, which makes Google’s algorithms go “people seem to really trust this site, so we do too”. 

Link building strategies can vary from developing really solid, valuable content that naturally attracts others to use it, or really hands-on link building efforts, approaching site owners to ask them if they would be open to linking to one of your blogs or web pages. Business leaders could also offer guest blogs that afford backlinking opportunities.

Invest in your H1’s

You may have the best content on the internet, but your title could be the single line that determines whether your ideal audience sees that content or not. Again, analyse what others are using and create your own unique titles that are optimised to inspire click-throughs. 

Consider your conversion funnel

An SEO strategy is not just for attracting new site visitors. It should also focus on building a reputation so that your target audience finds you at each stage of the sales cycle. If you’re a services business, write content that talks to them from the entry-level right up to the final steps. Even e-commerce businesses can do this by introducing content beyond product pages that keep shoppers engaged, sharing the latest trends and other content their customers will value.

Don’t forget about technical SEO

This is where many businesses get stuck. Developing SEO rich content is the more easy-to-maintain task, but managing technical SEO is just as important to Google’s algorithms. You need to make sure the site’s backend is technically strong, or you’ll be on your way down the results page. 

Technical issues translate into user experience issues, and poor user experience makes users bounce, and Google falls out of favour with your site. 

Look at tools like Deep Crawl, OnCrawl and Screaming Frog to uncover issues so that nothing goes unactioned. Look for: 

  • Crawl budget efficiency on your log files
  • Load times
  • Problematic URL structures
  • Pages without HTTPS
  • 404 error pages
  • XML Sitemaps issues
  • Outdated or missing URLs. 

User experience is number one

When combining all of the elements above into your SEO strategy, remember that the execution of that strategy needs to always be user-friendly. The final hurdle many businesses face is following the SEO rules so closely that they forget to develop human-friendly, engaging content. Or their content has no flow to make navigation of the site easy for visitors. 

User experience means that your pages connect to other relevant pages. Your services and products are easy to find. Users always land on a page that delivers against the inquiry they originally put into the search engine.

Tactics to let go in 2022

Now we’ve covered what to do, it’s important to point out a few things to avoid in your SEO strategy. 2022 is not the year to keep up bad habits. These are the ones, in particular, it’s time to let go of:

  • Keyword stuffing
  • Subpar UX
  • Duplicate content
  • Intrusive ads.

For more on developing a killer SEO marketing strategy, examples of what not to do, and other valuable insights on all things SEO, visit our blog. 

AdVisible works day in, day out with clients big and small looking to generate leads and optimise their organic efforts online. Whether you need a hand developing your entire strategy or want a partner to fill in internal weak spots, our team is ready to tackle your problems and drive you to SEO success. Contact us today.

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Top 5 common SEO copywriting mistakes and how to stop doing them

SEO copywriting is an essential element of every SEO strategy. What you write builds your credibility, and how you write it gets you ranking. The challenge with all things SEO, however, is that half measures can never get you there. The most common SEO copywriting mistakes always come back to a lack of real direction. 

Understanding the SEO copywriting mistakes to avoid can help to demystify the process. Everyone can create powerful SEO rich copy. By avoiding the mistakes below you’ll be on your way to writing copy that actually ranks.

1. Writing without keyword research

Keywords differentiate SEO copywriting from typical copywriting. Therefore, starting to write copy before researching keywords, or without researching keywords, will leave you with just… copy. If you have a good writer, this copy may read beautifully, but without the right SEO juice injected throughout, it’s not going to help your SEO.

To avoid this mistake, make keyword research your first step after determining what content you want to write. Whether it’s SEO web copywriting or SEO content in the form of blogs and other online copy, find your keywords and write them naturally into the copy. 

There are plenty of tools online that can help you build lists of keywords based on the topic. Also, consider working with an SEO agency to get you set up if it’s your first time or you have serious ranking goals you’re trying to achieve.

2. Not thinking from the users perspective

Copy has to be human first. There is no way to win the SEO game when you fail to connect properly to your site users. Google can see straight through it, and visitors will bounce off immediately. Not thinking of the users perspective often results in:

  • Keyword and key phrase stuffing
  • Irrelevant copy
  • Misaligned keywords (trying to rank for Facebook marketing while writing a blog about SEO copywriting, for example)

Put yourself in your visitor’s shoes. Think about what they are trying to learn from your webpage. Does your copy answer their questions? Do your keywords match what they will find on the page? Always remember: visitors don’t care about what you think. They want to learn how your product, service or information can solve their problem or answer their question.

3. Forgetting search intent

Often, writers can think so much about the keywords they want to rank for that they forget what people search for to answer their questions. This is a huge disservice, as analysing search intent can often help you discover keywords and phrases that are less obvious and can help you design a broader keyword strategy. 

Researching search intent is very easy. All you have to do is go onto Google and think about what you would search if you were a user looking for your products or services. Type in the first few words and see what autofill options come up. Scan the first search engine results page (SERP) and see what other titles are there. Look at those first-page web pages and analyse them to see how long they are, what tone of voice they use and what call to action they have.

4. Using different spellings on the same page

When you complete your keyword research, you’re probably going to see some keywords and phrases that are spelt in different ways. Too often, writers try to use both spellings in order to rank for all the variations. Unfortunately, both Google and your audience are too smart for that. You will rank poorly and give them the impression that you don’t know how to spell. It’s a lose-lose. 

Instead, commit to high standards of writing. Google knows what you’re talking about. If your website is offering value to visitors, reads professionally, and ranks well for related keywords, you’re going to be a site of authority for the other spellings. 

5. Lacking creativity

SEO is technically a technical digital marketing field. Therefore, it can be really common that SEO copy comes out rigid and lacking in creativity when you’re trying too hard to follow the rules. The result is copy that repeats key phrases in the same way over and over, unnatural language that is obviously done for the sake of fitting keywords/phrases and too much rigidity about the keyword or phrases themselves. 

To avoid this bland type of creativity-free copy, here are a few ways to break the rules:

Break up key phrases using punctuation

Say we want to rank for “Sydney digital marketing agencies”, and we need to repeat this a few times in the copy. Rather than trying to put that repetitively in the copy, we could write something like, “lockdowns have impacted Sydney. Digital marketing agencies are still open but working from home”… The punctuation between “Sydney” and “digital” makes the phrase totally different in the copy, but Google picks it up without the punctuation, as the full phrase. 

Use synonyms 

Rather than keyword or key phrase stuffing, use synonyms to find alternative ways to say the same thing. Not only does this help your copy reflect natural language, but it also helps you rank for broader search terms. Win-win.

These SEO copywriting best practices are the first step to a winning SEO strategy. To go to the next level, contact AdVisible to learn how we help businesses across Australia to rank and thrive online.  

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The State of Video Marketing in 2021 [Infographic]

Video marketing is more popular than ever: 86% of businesses now say they now use video for marketing purposes, up from 63% in 2017.

It’s also in demand with audiences: 85% of Internet users say they would like to see more video content from businesses.

An infographic (below) from Depositphotos explores those insights and the state of video marketing in 2021.

The piece also looks at video-related stats for four key platforms: YouTube, Facebook, TikTok, and Instagram.

Check out the infographic:

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The 4Es of Video: How to Align Your Marketing Content Strategy With Buyer Expectations


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Although every business has its unique set of marketing challenges, all those challenges seem to stem from one root cause: the changing behaviors and expectations of today’s buyers.

Customers want a sense of connection with brands, and most of that now happens digitally. They want to learn and engage on their own time, and they expect friction-free experiences when researching new topics or learning about vendors. They rarely want to block off time to speak with real people, yet they expect and crave a sense of personal connection to what your company does, and how.

In response to those shifting trends, video has emerged as a powerful content format for marketers. It offers new ways to show, rather than tell, how your product or service can help, and it can create more meaningful connections and earn the trust of buyers before they ever engage your sales team.

And, it can do all that in an on-demand format that respects the time and preferences of today’s online audiences.

Effective video content marketing focuses on the unique attributes of video that can make it more useful than traditional static content—what I refer to as the 4Es of video.

The 4Es of Video

1. Education

Video is the best way to educate audiences who are searching for answers throughout their buying journey.

Video can explain complex topics, and it’s more consumable and memorable than static content. In fact, the human brain processes visual information much faster than it does text.

You can use video content to clearly answer questions your audience may have, visually demonstrate how to solve a problem, or walk people through your product or service in a way that is clear, concise, and memorable.

Put your own preference to the test: If you wanted to learn about how a product works, would you prefer to read a guide, talk to a sales rep, or watch a demonstration online?

2. Engagement

Video is a great way to engage audiences, pull them into your story, and maximize their content consumption time.

Video uses visuals, audio, music, and creative storytelling to give audiences something relatable that piques their interest. Using video, you can create suspense, stimulate curiosity, and offer a tremendous amount of value in a short time.

And that doesn’t apply just to video advertisements and promotions; you can make any topic more engaging with a thoughtful approach to visual storytelling.

3. Emotion

Video content can stimulate an emotional response from someone who is experiencing your brand for the first time—or coming back for more.

Whether it’s a fun and creative social video, an inspiring interview, or a highly relatable customer story, invoking an emotional response will increase the chances that online audiences and consumers will come back for more content.

4. Empathy

Video can showcase empathy and create a human connection that goes deeper than messaging alone.

Empathy is important at every stage of the buying journey, as well as when potential buyers are looking for trustworthy answers to the questions they have. A short video featuring one of your employees, or one of your customers, clearly explaining a complex topic beats any text-based article for showing you truly understand your market and can relate to your buyers.

Using Video Content to Align Your Strategy With Buyer Expectations

Inbound marketing and content marketing have become a staple of modern marketing programs.

The premise of inbound marketing is to publish helpful online content as a means of attracting new visitors to your website, as opposed to using paid advertisements and other forms of “outbound” media to vie for their attention. The content you publish is typically aligned with the most common questions your prospects may be searching for, or the topics they need to learn about while researching possible solutions.

But the role of content has now expanded well beyond inbound marketing. To meet new expectations of the “on-demand” buyer, marketing teams are becoming responsible for an increasingly large portion of the customer lifecycle.

Those trends have spurred another important shift: the diversification of content mediums used to reach audiences, and the expanding role of content throughout the customer lifecycle.

When learning about new topics, particularly in the world of B2B, most people will choose to interact with a variety of content formats for both passive and active learning. Blog posts, guides, social media content, videos, explainers, podcasts, and even Clubhouse chat rooms may all play a role in how today’s buyer self-educates and gets exposed to ideas and potential vendors.

As they dig deeper into potential solution providers, buyers increasingly prefer to consume on-demand, self-service content to better understand what vendors offer. Though that call with the sales rep may still be required at some point, most people prefer to learn on their own time for the majority of the consideration and decision phases of a buying journey.

That is exactly why savvy tech brand Marketo swapped its “Talk to Sales” calls to action on its website with ones that say “View a Product Tour.” After doing so, the conversion rate on its website increased more than 1,000%. Engagement time on the website skyrocketed, and the time to qualify a new lead was shortened six-fold.

Of course, once prospects do become customers, their preferences don’t suddenly change; and the way you treat them shouldn’t, either. Well-planned onboarding videos and FAQ content can play a significant role in helping your customers realize value quickly and get off to a quick start.

Equally important, video content marketing demonstrates that you’re willing to put in the time and resources to deliver the best possible experience for your customers.

* * *

It’s an on-demand world, and business is becoming more and more virtual. The role of content is more important than ever: It is used to market, sell, and support your customers, and to do it all at scale.

And if your content strategy embraces rich media formats such as video, you’ll find new opportunities to educate your prospects more quickly than ever, engage them with on-demand content that connects on an emotional level, showcase your empathy, and transform satisfied customers into raving fans.

More Resources on Video Content Marketing

How to Use Video to Provide a Better Customer Experience

Business Video Benchmarks: Content, Engagement, and Distribution Trends

How to Use Video for Every Stage of the Sales Funnel

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The 5 Most Important Skills for the Future of Marketing

Executives say proficiency in content marketing, strategy, and data/analytics will be the most important skills for marketers in the future, according to recent research from Drift.

The report was based on data from a survey of more than 100 marketing leaders across 25 industries.

Some 53% of respondents say content marketing skills will be essential for the future, 45% say strategy and brand management skills, 41% say data and analytics skills, 40% say customer marketing and insight skills, and 31% say marketing automation skills.

Marketing leaders say the technologies that will have the biggest impact on the future of marketing will be artificial intelligence, martech, video, mobile, and voice/chat/digital assistants.

Top 5 technologies that will have the biggest impact on the future of marketing

Marketing leaders say the biggest challenge they face is a lack of talent bandwidth to execute on goals and objectives. 


About the research: The report was based on data from a survey of more than 100 marketing leaders across 25 industries.

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Reimagining B2B Customer Experience: A Post-Pandemic Path Forward


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COVID-19 was a transformative force in all sectors. For B2B organizations, the challenges and opportunities spurred by the pandemic meant making a myriad of changes—a shift toward digital sales chief among them.

B2B marketing has traditionally had a slower uptake than B2C because of the size, complexity, and pace of most B2B transactions, and the general confidence buyers have in field sales models for larger purchase decisions.

But when the pandemic accelerated digital uptake, the results were more positive than anyone expected. More than 75% of buyers and sellers are now reporting a preference for digital self-service and remote engagement in place of face-to-face sales processes. Even more notably, a full 70% of B2B buyers are open to making purchases in excess of $50,000 without in-person interaction.

Alongside the success of B2B sales, the digital shift has made it easier for sales organizations to extend their reach and lower their cost per interaction. Such virtual strategies will likely be fundamental in the market from now on.

On LinkedIn, where B2B marketers find about 80% of their social media leads, users posted 900% more articles between February and April 2020 than they did those same months in 2019.

In fact, B2B companies have been much more successful at crafting a rewarding digital customer experience compared with their B2C counterparts, research from McKinsey & Co showed. Its findings scored B2C companies below 50%: i.e., more than half of their customers said they came away dissatisfied with their online interactions.

Furthermore, customer experience has overtaken price and product as a brand differentiator, the same research found. Of people who had a subpar sales interaction, only 13% said they would return to the same company.

But it’s important for marketing teams not to conflate the success of virtual sales with the need for a virtual-only strategy. As every company ups their investment in digital marketing materials, the virtual world is growing more and more saturated. Attention is a highly sought commodity in the digital sphere, and digital-only strategies can go only so far.

In short, the growing popularity of digital sales is not a reason to move all marketing efforts online.

To avoid losing repeat sales, marketers should focus on mastering the B2B customer experience and reaching their clients through more memorable, meaningful experiences—whether virtual or in-person, or both.

Here are a few places to focus on as the post-pandemic marketplace begins to take shape.

The Power of Hybrid Offerings

B2B buyers make complex, time-consuming, highly consequential decisions. The sale itself might take place online, but the task of building trust and fostering engagement is a long and winding road that’s best walked, at least in part, in person.

To that end, hybrid experiences are perfectly designed to extend beyond the screen and engage clients in more immersive, trust-building ways.

Hybrid offerings are also being elevated to an entirely new level by a strategy that uses extended reality (XR). XR refers to the considered combination of virtual reality (VR), artificial reality (AR), and mixed reality (MR) technologies that help marketers translate on-screen campaigns to in-person experiences.

XR is gaining rapid enthusiasm among marketing professionals, and the XR market is projected to reach $300 billion in 2024.

XR for a Memorable B2B Customer Experience

B2B marketers can use an XR strategy in many ways. It has particularly important applications related to testing and trials. Integrated AR technologies allow decision-makers to render products in a real-life environment. Manufacturing clients can render digital elements in real physical environments, allowing them to better understand how a product would fit in with their workflow.

Pharmaceutical companies are using XR to make product developments more layman-friendly, moving away from digital-only demonstrations and allowing decision-makers to better experience both the problem and the solution.

But XR is a tool that goes beyond product demonstrations. Event-based offerings are a crucial part of any B2B marketing strategy because they provide decision-makers with the in-depth information they need, thus accelerating pipeline generation and increasing confidence among clients.

The restrictions brought on by the pandemic forced events and conferences into the virtual sphere. Virtual events have tangible benefits—namely, expanding the number of attendees that can attend and access the presentations without the cost of flights, hotels, and time away from their day-to-day operations. But without an XR component, virtual events can fall short.

As gatherings become safer, smart marketing professionals are adding XR to in-person events, integrated seamlessly with the conference or virtual gathering experience.

Companies can send their clients on in-person tours around a facility or event space guided by augmented reality interactions. They can use an app-guided engagement strategy to bring people together at a physical booth where they then offer an immersive XR demonstration. In-person networking events can be added after the conference or presentation to help cement the information in people’s minds and allow them to make connections.

Such tactics help B2B marketers bring their campaigns closer to the real-life reality of their clients, making their B2B customer experience more fulfilling than any digital-only approach.

* * *

Virtual sales might make transactions easier, but face-to-face sales, meetings, and conferences establish the kinds of high-quality connections that are more conducive to respect and long-term relationships. B2B companies that can offer innovative and captivating customer experiences to foster better engagement are positioned for outsized benefits.

For companies that are moving beyond the task of COVID-era survival, now is the time to use an XR strategy in their hybrid offerings. Increased sales, better customer experience, and renewed client support await.

More Resources on B2B Customer Experience

The Six Pillars of B2B Customer Experience Excellence

Can You Create a Meaningful Experience in a Virtual Conference? | MarketingProfs Guide

Five Tips for Enhancing the B2B Customer Experience to Generate More Sales

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