Please visit Marketing Land for the full article.
Sunday, April 3, 2016
All digital growth now coming from mobile usage - comScore
A new report from comScore uses a vertiable mountain of data to expose and explain the multi-platform state of internet user behavior. However it equally makes clear that mobile is now the growth driver, while the desktop is rapidly becoming a “secondary touchpoint” for a large...
Please visit Marketing Land for the full article.
Please visit Marketing Land for the full article.
Saturday, April 2, 2016
Weekend Favs April Two
Weekend Favs April Two written by John Jantsch read more at Duct Tape Marketing
My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.
I don't go into depth about the finds, but encourage you check them out if they sound interesting. The photo in the post is a favorite for the week from Flickr or one that I took out there on the road.
Good stuff I found this week:
Earth Class Mail – Service that will set up physical mailing address and scan so you can see mail online
SmartBribe – Get people to tell others about your awesome content with offer of even awesomer content
To Round – Task manager that shows tasks as bubbles in a funnel
Friday, April 1, 2016
Marketing Day: AdWords bids continue to rise, April Fools' Day pranks & MarTech
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
Please visit Marketing Land for the full article.
Please visit Marketing Land for the full article.
Master the Art to Finding the Right Referrals
Master the Art to Finding the Right Referrals written by Guest Post read more at Duct Tape Marketing
photo credit: iStockPhoto
Referrals are an important part of any successful business and shouldn't be overlooked. Referrals don't just happen, though that would be wonderful. You need to be creative, persistent and implement a strategy to generate them. Are you providing exceptional customer service, going above and beyond and leaving your clients impressed? If so it's time to begin the referral process and see what happens!
Word of Mouth
Word of mouth is one of the most powerful ways to propel a referral. Who doesn't love hearing about a great product or service from a reliable, trustworthy source? Think of a time when you had a bad experience. I'm sure you shared negative feedback with anyone who would listen. And, I'm sure it left you with a bad impression for a while. But, what happens you when you have a positive experience? When you've exceeded client's expectations they're more than likely to share their feedback in a positive way. In fact, according to a study published by Nielsen, 84 percent of consumers say they trust recommendations from friends, family and colleagues about products and services. So, go ahead and exceed your client's expectations so they can brag about you. There's only good to come from it.
The Key is in the Follow Up
Follow up with your existing clients as soon as your product and service is delivered. Send a hand written thank you note, along with a small gesture of kindness. Do they like to golf? Send them a golf ball. Are they an avid reader? How about a latest best seller? Are they a workout fanatic? Send them a unique water bottle. If expectations were exceeded, ask your clients if they know of anyone else that might be interested in your products or services. It's important to show them that you appreciate their business. Don't expect a referral every time, but every couple of times will be fantastic for building a pre-qualified customer base. Think of it like a love engine that keeps on giving you business. Cherish your clients and who they refer to you. Be grateful on a daily basis and build connections for life.
The Power of Karma
I'm a big believer in the power of karma! It's not all about asking. To circulate positive energy you need to give to get. Try giving a referral for no reason or just because - as a simple act of kindness. Karma is the Law of Cosmic Cause and Effect meaning what comes around goes around. The more you give, the more you will get. Do you like your graphic designer? Printer? Promotional partner? Event planner? Give a referral to a business colleague. Not a believer of karma? Everyone has a story. What's yours?
Use Social Media
Social media is an important part of our daily business and especially with the millennial market, it's a must to be active. LinkedIn is a powerful networking tool for referral marketing and often underutilized. Spend a few strategic hours each week on LinkedIn and you'll be amazed at the results. First, make sure you have a LinkedIn page that you're proud to promote. Are you looking to target a certain industry or company? Put together a list of three to five businesses you'd like to contact do a quick search and see who in your network is connected to the them. Send your contacts a note through LinkedIn and ask for an introduction. Hopefully your connection will respond favorably and you can move forward with your request. It's as easy as that!
Interested in a few other ways to boost your referrals and recommendations with social media? Post updates daily, celebrate your colleague's successes and accomplishments and follow your prospects and clients on platforms that are a part of your normal business promotion. Show interest to gain interest!
Referral marketing is a positive tool that helps you build business and get results. Keep in mind this does take time but the results will be well worth your effort. Make a commitment to take a couple of these referral strategies and implement them, in ways that work for you. Once you have a system in place, you're on your way to new leads, potential partners and customers who want to give you business.
How Emotional Targeting Converts More Leads
A study found “that websites with a stronger emotional impact produced a greater intent to buy.”
Appealing to your audience's emotions creates a connection. Whether you're designing product descriptions or landing pages, your team must aim to evoke emotion into your messaging.
That's why storytelling works so well. It's a powerful way to engage your customers.
Research by Pringle & Field found that “emotional campaigns outperform on almost every metric,” including revenue, profit, and share gain.
Emotional targeting produces authentic content that speaks the consumer's language. It's those irresistible stories that touch people's hearts and propels them to purchase your products.
Ready for a challenge? Learn how to convert more leads with high-impact emotional messages.
1. Psychological Triggers
Emotions determine our everyday decision-making. We buy when we're sad. We buy when we're happy.
However, most brands miss the opportunity to develop an emotional link with shoppers. They focus on product features, rather than understanding the feelings behind the purchase.
In 2014, Facebook “revealed that it had manipulated the news feeds of over half a million randomly selected users to change the number of positive and negative posts they saw.”
This controversial psychological study found that people mimic the emotions expressed in online content. So, if people read a positive post, they are more likely to respond positively.
With that in mind, prepare your SaaS to develop digital marketing campaigns ingrained with psychological triggers. For instance, happiness induces people to share.
Serial entrepreneur Neil Patel says, “When your content drives people to a state of happiness or joy, they will automatically respond to your offers, feel obliged to share your content, and will stop at nothing to tell others about you.”
Here's an example from Moz. Their Whiteboard Friday videos express excitement as experts teach SEO and online marketing skills, and they receive thousands of YouTube views.
Also, A/B test your campaigns based on behavioral and emotional marketing, not tactical elements.
Talia Wolf, the Founder and CEO of Conversioner, states, “Great marketing campaigns look at the entire product as an ecosystem. Rather than just changing the headline, or the colors of individual elements, they approach the product as a whole.”
There is real value in tapping into people's emotions. Work with your team to develop digital content that connects to your shoppers' sentiments. It will help maximize your lead conversions.
2. Memorable Experiences
Memories are precious moments in our lives.
We remember graduating from high school, breaking up with our first romantic partner, or even that embarrassing moment when we flopped a presentation. These experiences evoke us to think about how we felt at that particular time.
To harness the power of memorable experiences, associate your brand's shopping experience with your customer's life events. For example, transfer the same emotions customers felt when they got married or bought their first home.
For instance, chocolate is usually associated with joy. Hershey's is keeping that alive with its #HelloHappy campaign.
Stacie Stauffer, senior brand manager at Hershey's, told AdFreak the following:
“The second you say 'Hershey,' the most amazing thing happens. This giant flood of emotions and memories happens-when I made s'mores camping, or stirred up chocolate milk with my mom. That solidified that we should be speaking more as [one] brand, and from a much more emotional place.”
This type of emotional targeting makes consumers feel subconsciously connected to your brand. They are compelled to read more, click on your offer, and even purchase your services.
Chris Dalton recommends offering value without expectations.
He said, “Sometimes, the best sales pitch is no pitch at all. Consumers have become savvy to ignoring direct sales tactics or sleazy methods. If you offer information relating to your products with honesty and transparency, your customers will notice.”
Buffer does an effective job by giving its customers an inside peek at their operations. Check out their BufferOpen blog about their “journey to greater productivity, more transparency and a happier work culture.”
Map out a path to connect your customers' memories with your brand. And sometimes that means not selling, just providing value.
3. Visual Storytelling
DemandGen Reports noted that video content for B2B marketing increased by 8% to 54%, and infographics jumped 9% to 52% in 2014. It's becoming a necessity to use visuals as part of your marketing strategy.
A good visual stimulates people's senses. It can create fear, elicit pity, or showcase friendship. Font styles make a difference, too. People consider clear, readable font as trustworthy.
But you can't just plop any picture on your website or Instagram account. Freelance writer Dawn Papandrea agrees:
“To make visual storytelling work, however, you can't simply slap a few stock photos onto your blog or social media posts. Just as headlines and calls to action must be crafted carefully, your visual content deserves more than a second thought.”
From screenshots to actual photographs, think about how to convey emotion to your audience. Do you need a wide-angle shot? Will a big red arrow show more impact for the viewer?
In the above picture, Nike displays the endless possibilities customers can experience with their apparel. It's all about the adventure and the limitless options the brand offers its consumers.
In addition, be aware of diversity in your visuals. Cultural shifts happen within our society.
Not everyone will be on board with your company's inclusiveness. But don't let that stop your eCommerce store's progression.
General Mills faced negative backlash for featuring an interracial couple in their 2014 Cheerios Super Bowl commercial ad. Despite some disapproval, there was also an overwhelming positive response applauding their diversity efforts.
Use visual storytelling to communicate emotion to your customers. From infographics to videos, give your shoppers a better understanding of your brand's culture.
4. Social Proof
We're humans. We want to belong.
Social proof in marketing activates those desires to be affiliated with a specific group of people or worthwhile cause.
Social media strategist Michael Sherman, says, “For many, a proven testimonial or example is the emotional trigger a person needs to say yes on buying your products and using your services.”
Old Navy appeals to shoppers' sense of belonging. They focus on offering trendy clothes at affordable prices.
In the tweet below, the retailer implies that if you want to get ready for spring and be happy with your friends, purchase from their wide-selection of clothes.
Here comes spring…
Nab thousands of items from $5: https://t.co/nGQ9Pji1pN pic.twitter.com/XX7nIsfyXs
- Old Navy Official (@OldNavy) March 5, 2016
For social proof to work well, your brand must truly understand your consumers' motivations and intentions.
For example, expert social proof may emotionally influence your consumers to take action. This happens when an industry influencer or well-known blogger publicly approves a product. Those endorsements look like a basic quote or a video testimonial.
Rent the Runway experienced a 200% higher conversion rate from mentions by a fashion magazine or blogger than paid search.
Learn what riles up your consumers. Identify experts that appeal to your audience and coincide with your brand's values. Give people the social proof they need to buy your products.
Target Emotions
Strive to build an emotional connection with your buyers. As a result, customers will feel connected with your brand and purchase more.
Strategize on how to add psychological triggers. Ditch transactional relationships for memorable experiences. And invest in visual storytelling to express your brand better.
Target people's emotions to convert more leads.
About the Author: Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter @shaylaprice.
Online Marketing News: MarTec Supergraphic, YouTube goes Live and AdWords' New Look
Marketing Technology Landscape Supergraphic
In one huge supergraphic, cheifmartec.com lays out key players in advertising and promotion, content and experience, social and relationships, commerce and sales, data, and management. As you can see from the image above, there are a huge amount of service providers in the industry, more than we may have even anticipated as few as five years ago. How will this landscape continue to change? Cheifmartec.com
Report: Google Building YouTube Connect to Compete With Periscope
Streaming live video is not a new concept in the marketing sphere, especially since Periscope hit the scene in 2014. But Video mega-star YouTube is jumping into the realm with both feet, launching their new live streaming app 'YouTube Connect' to compete with the success of Periscope and services like it. Interestingly enough, users will reportedly be able to watch live streaming video in the app itself, or on YouTube.com. SocialTimes
Google is completely redesigning AdWords: Offers first peek
Google recently announced that they're revamping the look of AdWords - the first time since 2008. This change in design in rumored to make AdWords more intuitive and focused on the needs of the marketers using the platform, while making the look and feel more modern. Functionality won't be changing, but there will be major changes to in-platform views and dashboards, along with the navigation. According to Google, they will begin rolling out changes as they become available. Search Engine Land
Research Shows Marketing Personalization Misses The Mark
Don't freak out - marketing personalization is still and important and useful tool in our collective toolbox. However, the way it's being used isn't as effective. Repeating the same bad behaviors that didn't work before personalization capabilities, but trying to fit them into a new paradigm, will get you the same results. According to Forbes, “What they are really doing is putting lipstick on tired, transactional emails and blasting them from the latest and greatest CRM technology.” The takeaway here is that if you're going to use personalization (and you should!) make sure you're using it in the right way, and avoid spray and pray! Forbes
From the @toprank Twitter Community
Facebook Reactions: New Data Shows Most Users Still Just 'Like' Posts
After all the excitement and nail biting or Facebook's release of reactions, new data is showing that 93% of users are still simply liking brand posts. This could be due to the small increase in time it takes to hover over the like button to choose a reaction, or that Facebook is possibly not showing the full picture in terms of itemizing the total 'likes' number down to specific reactions over 10,000. What we do know is that reactions are likely here to stay - so it's worth incorporating their use into your social marketing strategy. SocialTimes
Snapchat is testing ads that contain advertorials like listicles
According to Marketing Land, “A couple of months after Snapchat rolled out its first app-install ads, the app has begun testing a new type of interactive ad that lets brands append branded articles to Snapchat's standard vertical video (or 3V) ad format, a Snapchat spokesperson confirmed.” This means that advertisers can promote their content in a more interactive ad format, using text, images and animated gifs in a similar style to what you'd expect to see on Buzzfeed or Mashable. Marketing Land
Report: Bot Fraud Costs Advertisers $7.2 Billion Worldwide
A new report from the Outdoor Advertising Association of America states: “Last year globally, display media with cost-per-thousand-impressions (CPMs) over $10 received 39% more bot traffic than lower CPM media. Video media with CPMs over $15 had a 173% higher bot rate than lower CPM media. Going programmatic, the holy grail of hands-off media planning, makes matters worse. Programmatic display ads attracted 14% more bot traffic than average while programmatic video invited 73% more bots.” The takeaway here is that as digital marketers, we need to accept and acknowledge this reality, and adjust our expectations of advertising platforms and our advertising strategies accordingly. SocialTimes
What were your top marketing news stories this week?
Stay tuned to the TopRank Marketing blog for next week's news roundup (and delightful video from yours truly and the lovely Josh Nite)! Have something to share? Tweet me @Tiffani_Allen or send it to @toprank using the hashtag #trnews!
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Marketing Day: AdWords bids continue to rise, April Fools' Day pranks & MarTech
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
Please visit Marketing Land for the full article.
Please visit Marketing Land for the full article.
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