Andromeda Computer - Blog

Content marketing

 

As marketers plan their content marketing strategy for  2019, SEO is top-of-mind — or at least it should be! For advanced marketers it looks something like this: you have an SEO plan and best practices in place, you have your list of premium keywords, you’re actively blogging and your website is optimized. You have an on-page and off-page plan. Your monitors are covered with dashboards from Google Analytics, an SEO ranking tool like ahrefs, Moz or SEMrush, reports from your CMS or marketing automation tool, and a few Google sheets keep your results organized to monitor your search engine rank positions.

    For most marketers the process is not as complex. Time is an issue and weekly tracking makes you guess, second guess, pray, cross your fingers, and read a few blogs to get the latest SEO tips, tricks and trends. You need to increase leads and high quality website visits. Your content marketing plan needs help. And you’re sick of seeing your competitor’s name above yours when you search your best keywords on Google. Sound about right?

   If you’re struggling to get to page one on Google or working tirelessly to stay there, you’re not alone. Very few businesses have an easy time achieving and keeping page one rankings, there are only ten spots after all. And with the addition of Google's longer meta description snippets, featured snippets, knowledge panels, image packs, videos, local packs and more, you've got your SEO hands full! If you’re one of the 99-percenters who struggle to get to or stay on page one — take these actionable steps, and let organic SEO take its course.

1. Understand SEO in its simplest form.

Strip out all the SEO tactics and think about why you’re doing what you’re doing, and more importantly, why Google is doing what it’s doing.

   When you search online, you’re seeking an accurate answer, item, detail, date, image, address, or definition. And you expect your answer in a split second. Sometimes you want Google to read your mind. Your prospects want this too. Google delivers this and it’s pretty good at it. Think about it — if Google served up ten links that didn’t provide what you’re looking for, you’d take your business elsewhere. This is the simple psychology behind user experience on SERPs. Google is looking to you to provide the data your prospects are looking for. If you provide it and you do it better than anyone else, your data and content will be promoted to a better position.

First step: Put yourself in your prospect’s shoes. Run a search query on Google using your best keywords and most common questions. Make a note of who’s on the first page. Do you see the same organizations showing up in these prime spots? Make a note of any direct competitors who are claiming top rankings. It’s important to understand what your prospects are experiencing.

Quick trick: Take three minutes to listen to Matt Cutts explain what happens when you do a web search. This video is dated, but most of the material is still relevant today. Join the 2.5 million viewers who invested three minutes. 

Advanced tactic: Take a deep dive into how search engines work. Get an inside view of how Google determines its ranking and algorithm changes directly from Google pros, Gary Illyes, Webmaster Trends Analyst & Paul Haahr, Software Engineer. Watch time: 30 well-spent minutes.

2. Listen to how your customers speak, then speak their language.

   Understand what questions they’re asking, how they’re asking, what their needs are, and what keeps them up at night. Your company is already solving their problems and fulfilling their needs or you wouldn’t be in business, right? Translate this on your website.

First step: Understand your customer and prospect needs, start a list. This is an essential step. You can’t focus on improving rankings if you don’t understand what your prospects and customers are looking for. Then, transfer this knowledge to your website. Translate the products and services that make your business a success in a clear format using the natural language understood by your industry. Become a resource for your clients and Google will reward you.

Quick trick: To find out what the most popular search terms are, type your keywords and prospect questions into Google’s search bar. Google will show you a list of related searches. Use these terms to update your copy and inform blog topics. Free and easy!

Advanced tactic: Use one of the top SEO tools to research keyword alternatives and search volume. At Stream Creative, our favorites are Moz and SEMrush, both offer free trials. Moz’s Keyword Explorer is a great place to start. You’ll get keyword suggestions and monthly search volume. Select a mix of the most searched terms to use within your copy. Remember to do so in a natural voice — this will make content consumable and shareable, while keeping Google happy at the same time.

3. Provide insanely useful content.

   Content means more than just your blog. Content covers video, articles, webinars, live chat, lists, how-to guides, and much more.  Content should be provided on your site and across the web on channels where your prospects hang out. Use different content types to answer your client questions and understand their obtacles and provide solutions.

   According to Ann Handley, “...be sure you know the purpose or mission or objective of every piece of content that you write. What are you trying to achieve? What information, exactly, are you trying to communicate? And why should your audience care?” Provide answers. Be helpful. Solve their problems. Make your content relevant and rich. And when possible provide narrowed, niched content. Ensure your content has sharing value and gives your highest quality visitors what they’re asking for.

First step: Seek out the thought leaders in your company and make friends with them. You might find them in the executive suite, in a biz dev cube, working remotely, in the lab or in the manufacturing plant. If they have answers to your hottest industry questions, sit down with them, ask them the questions, record their answers and turn it into a post. This is about progress not perfection. Get the information out there. Remember it’s digital so you can always revisit and refine. 

   Those who know me best know I'm a Rand Fishkin fanatic. In a Whiteboard Friday that focuses on SEO best practices Rand says, "Have the most credible, amplifiable person or team available create content that's going to serve the searcher's goal and solve their task better than anyone else on page one." 

Quick trick: Ask these internal thought leaders to forward their emails to you that show the types of questions they receive from prospects and customers, and their helpful responses. Use these to formulate new content.

Advanced tactic: Consider sharing your expertise through video. According to Content Marketing Institute’s Joe Pulizzi, video is a top content format. And Mark Zuckerberg states, "...if you go back ten years ago on the internet, most of what people shared and consumed was text. Now a lot of it is photos. I think, going forward, a lot of it is going to be videos, getting richer and richer.”  Take it to heart. With users accepting videos delivered in an every-day quality/natural presentation format, making video part of the plan is a reality for many marketers.

4. Give your website a check-up.

   Look under the hood. If you don’t have your page titles, URLs, image tags (alt-tags), and meta descriptions (yes, they matter) in place, you’re doing your SEO a disservice. These on-page SEO factors affect your individual page rank in search results. 

First step: Locate your most popular web pages in search results. Review your meta description and compare to competitors on the page. Does your title accurately describe the content of your page? Does your description encourage clicks? Consider upgrading your meta content using best practices.

Quick trick: Use HubSpot’s Marketing Grader to get a quick snapshot of your website. Marketing Grader will uncover on-site issues and advise on next steps. 

Advanced tactic: Download and run ScreamingFrog on your site. This is a free tool that will scan up to 500 pages. If you have a larger site a paid version is available. This tool scans your website and shows what on-page data needs your attention.

On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals.

Source: https://moz.com/blog/category/on-page-seo

5. Check out who’s linking back to you.

  If no one is linking to you, why should Google? Backlinks (links from other sites back to yours) can be golden, especially if they’re from sites that Google respects. On the other hand, links that Google recognizes as blackhat (unscrupulous search engine optimization tactics) can negatively affect your search engine rankings. A research study by Moz shows that there’s a direct relationship between quality backlinks and Google search rankings. The higher the quality of your backlinks, the higher your search rankings. Watch this edition of Whiteboard Friday to learn how to build a good process for link acquisition:

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First step: Check your backlinks. You can easily run a report using the SEMrush Backlink Checker or Moz Open Site Explorer. Download your data and take a look at who’s referring to your site.

Quick Trick: Keep track of your social reputation and track your brand with a social monitoring tool. Receive mentions of your brand helps build relationships, a great place to start is Mention.

Advanced tactic: Check out your competitors' backlinks. See who’s linking to them and explore backlink opportunities. And don't stop there - backlinking is just one tactic covered by off-page SEO.

Off-page SEO embodies all marketing techniques that happen outside of a website (i.e. off-page) with the potential to positively impact search engine rankings. “Link building” and exposure of your product/brand to relevant audiences are the two main building blocks of off-page SEO.

Source: https://ahrefs.com/blog/off-page-seo/

6. Get listed!

   Company listings (called citations) on local, national and niche directory websites let Google and your prospects know where to find you. Consistent, authoritative, and up-to-date citations create more exposure for your business and improve Google rankings.

   Doing business locally? SEO is critical to local business. Google serves results differently depending on your location. With the solid growth of mobile engagement, getting found means mobile searchers become your buyers. To positively affect Google rankings right in your hometown, there are a number of essential steps you can take to outrank your local competitors.

First step: Ensure your Google My Business profile is complete. Don’t just submit the minimum, take advantage of all the opportunities to promote your business through this profile. Google is looking for images, hours of operation, and more. Take the time to get this done!

Quick trick: Create a local landing page for each physical location for your organization. Remember to optimize the page with your city, state and zip/postal code.

Advanced tactic: Quality directory listings have an impact on your score and there are many quality directories waiting for your submission. Check out tools like BrightLocal and Yext to get listed on hundreds of recommended directories for a reasonable price.  

7. Take care of business:

   SSL certificate: Google wants everything on the web to be travelling over a secure channel (https). That’s why in the future your browser will flag unencrypted websites as unsecure. The good news is that this is a pretty easy fix! It only takes a few hours to get an SSL Certificate and get everything up and running on your site.

Page speed: Best-in-class webpages should load within 3 seconds. Any slower and visitors will abandon their journey to your site. Google uses this information in their algorithm.  Use HubSpot’s Marketing Grader to check your page speed. if it’s loading slowly, check out this article for tips, then have a face-to-face with your tech lead.

8. Create less, promote more.

   According to Salma Jafri (and I agree), “Spend 20% of your time creating. Spend the other 80% of your time expanding your reach in different formats and to more channels to reach a wider audience. See who it can help. Reach out to them. Share it on all your networks.” Don’t expect organic SEO to do all the heavy lifting. Let others know you have valuable content to share. Be creative in spreading the word. And remember, Google is watching.

First step: Make it easy for your visitors to share content by including social sharing icons on every post. In addition, make sure to include the most relevant social channels for your industry. Lastly, consistently post your content on your social channels. If you’re active in your social communities you’ll pick up a few shares. Thank people for sharing and always respond to comments.

Quick trick: Save time by using a social media management tool to manage posting for you. There are great free and paid versions - find a social media tool that works best for you. If you’re using a marketing automation tool like HubSpot or Act-On, you already have this covered.

Advanced tactic: Mobilize your internal team and ask them to share your content with their social networks. Your business development team should be excited to help spread the word. If they’re doing social right, they’re connected to the people who will eat up your posts and insights.

9. Track your progress.

   Time to evaluate all your hard work. Tracking your progress will inform your SEO strategy and marketing tactics for ongoing strategy iterations. Remember to track with a purpose. Not every number matters. These metrics, or KPIs, should be based on your specific business goals. Here are a few of our favorite and most relevant metrics that point specifically to search engine optimization:

Tracking Quick Tip - Use Free Dashboards like this Google Search Console Basics one from Databox to track your progress. (We are a proud Databox partner and affiliate) The Search Console Basics dashboard reveals which pages are most visible on SERPs and which ones actually drive organic traffic.

Keyword rankings - Check your rankings for the premium keywords selected for your business as a whole and the specific keywords that you’re targeting with each blog topic. There are free options available like serpfox and paid keyword tracking tools like Rank Tracker from Moz. Word of caution — track only your most valuable keywords or you’ll get lost in the minutia.

Organic search traffic - this can be measured using Google Analytics or your CMS. HubSpot’s SEO tools make it easy to quickly track your organic search traffic with just a couple clicks.

Page visits (from organic search): Tracking your best converting website page visits is a key metric. Understanding which blog topics are most viewed will provide insights and direction for future blog posts and topics. Your audience may respond best to “how to” type posts, comparison posts (“Type A vs. Type B”), in-depth articles, lists, or short copy with images assisting in telling your story. To measure this, list your top pages, then note your monthly traffic. If you’re not seeing improvement month over month, revisit your SEO strategy and tune up the pages that are struggling to provide results.  

Time on page - Clicks to your page are great but mean nothing if those visitors aren’t spending time on your page. Content engagement measured by average time on page is a key metric that can be measured using Google Analytics. If you want to get a deeper look into user behavior, check out HotJar’s recording tool.



Backlinks: Quality and quantity - backlinks are among the most important factors that affect your search engine rankings. Track the root domains linking back to your site.  Tools like SEMrush Backlinks Checker, Moz Open Site Explorer, and MajesticSEO Bulk Backlink Checker allow you to input your domain in order to track the number of backlinks you’ve gained over a certain period of time. You should see an upward trend if you’re doing things right.

Visits: pages per session: This might not sound like an SEO metric, but ensuring that your content is on topic and relevant to your site should mean that visitors are interested in more than one page of your website. Adding internal links to your content will encourage your visitors to learn more and increase time on site! Use Google Analytics for this metric.

Returning users: For the same reason as pages per session, if your visitors aren’t returning then you’re either not providing relevant and useful content or you’re reaching the wrong audience. You’re getting clicks to your site, make sure you’re delivering on what visitors are craving so you become the authority they’re looking for.

Page load speed score: This is important to Google. They want to deliver quality. Your site needs to display quickly and appropriately. Check your speed score monthly with HubSpot’s free marketing grader.

Mobile bounce rate: Over 50% of web traffic coming from mobile devices. Make sure your pages load quickly and you're giving your visitors all the information they came for. Then, keep an eye on your mobile bounce rate to make sure you're not missing out on potential business.

Conversions: One of the most valuable SEO metrics. Increased conversions means your SEO strategy is working! You’re finding high quality visitors and delivering the right content that successfully encouraged them to take a next step.  

Keyword rankings: Understanding which keywords are most relevant to your business, then keeping track of SERP rankings will let you know where you stand with the competition. Word of advice: track changes using a three-month rolling calendar. Focusing on week-to-week changes will (in most cases) cause unnecessary anxiety with the natural ebb and flow of search results.

Blog visits (from organic search): Understanding which blog topics are most viewed will provide insights and direction for future blog posts and topics. Your audience may respond best to “how to” type posts, comparison posts (“Type A vs. Type B”), in-depth articles, lists, or short copy with images assisting in telling your story.

Domain Authority and Page Authority. Domain Authority (DA) and Page Authority (PA) are scores (on a 100-point scale) that predict how well a website will rank on search engines. These scores can be increased by improving overall SEO and providing excellent content. Tracking this score is easy with this free MozBar tool from Moz. Mark your baseline then check in on your score monthly, and compare to competitor websites. This score changes very slowly so be patient!

Social likes and shares: Like blog post views, your customers and prospects will let you know what they like by sharing it with their individual networks. You'll know you've selected the right topics and keywords to resonate with your audience. With this data you can be sure to give them more of what they want.

And if you’re ready to dive into deeper measurement, these metrics will help you knock it out with your CXOs:

ROI: Depending on the length of your sales cycle this number may take time to track, but it’s necessary. Evaluating which tactics are converting to marketing qualified leads, then to sales qualified leads, and on to customers is what it’s all about. Measuring results from specific tactics will help you improve the bottom line and make your CEO happy!

Customer Retention Rate: New customer acquisition costs more than retaining your current customers. And if you like your current customers, this is a metric for you! Not only does marketing have a role to play in customer retention, your job is much harder if you have to keep replacing the relationships previously solidified. 

10. Don’t dawdle.

Improvements don’t happen overnight, so the sooner you start the better off you’ll be. Put a plan in place, and use our SEO Checklist and SEO Tracking Spreadsheet to shine a light on your path. Need more help with your SEO or Inbound Marketing? This email address is being protected from spambots. You need JavaScript enabled to view it.

Published in Digital marketing

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The rise of social media marketing has paved the way for a new role – the community manager. But what is community management? And does your business need it?

To help you suss this out, we have put together an overview of the benefits of a community manager and what they can do for your business and your social media marketing strategy..

But first, what is community management?

A community manager is in charge of building your brand across social media channels. It is the person who advocates for your business not just by creating content but by actively engaging networks and influencers. The goal of community management is to grow your brand community and forge new relationships.

A community manager will advocate for your business in social media forums, have conversations with potential customers and research new prospects. Depending on your business, community management might also involve organising and monitoring Twitter chats, social media competitions and Q&As.

How community management can help your business

A community manager can play a crucial role in building brand awareness, generating new leads and refining your overall social media marketing strategy. Let’s take a closer look at these benefits.

Build brand presence

A community manager acts as your brand advocate, seeking out relevant leads and networks that will grow your business. The idea is that they not only grow the number of your followers but rather grow the number of potentially interested customers and clients. This has obvious benefits.

By seeking out new and niche networks, participating in industry-related chats and having conversations with social media users, a community manager widens your business opportunities. A good community manager will ensure your followers are actively engaging with your business. A really good community manager will even turn social media influencers into your brand advocates.

Engage customers

A community manager gives your brand a human face. They are the friendly and informed voice that responds to customer queries and comments. Given the importance of coming across as relatable and sincere on social media this a big advantage. A community manager is key to building trust and brand loyalty across social media.

As a small to medium business it can be difficult to keep track and monitor social media conversations. This is where a community manager can also help. They facilitate conversations, answer questions and manage complaints, making sure your followers feel like they matter.

Measure effectiveness

A community manager is in a great position to provide feedback on what is and isn’t working with your business. By analysing social media metrics, actively engaging with followers and monitoring broader trends, they can give your business an insight into how to improve your social media overall business strategy.

Think of them as your ears on the ground. They hear what people are saying and can translate this into direct action that will improve how you relate to your target audience.

Improve social media strategy

Another benefit is that you can take advantage of upcoming trends and tactics. With social media platforms continuing to shift and evolve, this is especially important. A community manager can help your business keep pace and anticipate these kinds of changes, making sure you are at the forefront — not behind – any big shifts or trends.

Does your business need a community manager?

There are lots of benefits to a community manager but the big question is do you really need one? The answer to this depends a lot on your business and objectives. There are lots of ways you might want to approach community management.

For instance, a small to medium business may want to their marketing team to assume the roles of a community manager. Perhaps you want to create a new position that fuses social media and community management. Or, alternatively, talk to a digital agency who can assist you with your social media marketing.

As more people use social media to find businesses and services, it is crucial to be a part of the conversation — to drive discussion, build brand awareness and optimise networks to make your brand a leader in its field. How you do that requires time and careful consideration.

Published in Digital marketing
Sunday, 20 January 2019 02:42

Social Media Management : 5 Advantages

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Over the past few years, businesses big and small have been forced to ask themselves where social media fits as part of their larger marketing mix. Enterprise level businesses might be considering relegating social management to their in-house marketing departments or hiring a new full-time employee to manage their social media marketing. Both of these solutions have some serious flaws that can be solved by hiring an outside social media management company. Here are five advantages of hiring a social media management company for your business.

1. Expertise

Social media is a rapidly changing world, and information about management tools, optimization strategies, outreach programming, and platform changes comes out daily. Staying on top of best practices and upcoming changes is critical to making sure your company is taking advantage of opportunities for your brand as well as maintaining a professional appearance. Simply lumping social media into your current marketing departments other responsibilities will make all of their efforts suffer; it takes dedication and discipline to stay up-to-date on the social sphere and manage growing communities. Most large businesses hire social management out as part of their ad agencies duties or by bringing on a dedicated community manager. Bringing on a social media management company is a solution that keeps your outward-facing presences updated and professional, without your marketing department taking a hit to productivity or adding an extra employee.

2. Dedication

That brings us to our next advantage, dedication. A social media management company can provide you with multiple touches on your brand, increasing brand monitoring and response efforts as well as providing a 24/7 hand at the till. Since the main focus of the company will be to manage your social presence, brand opportunities won’t get lost in the sauce. A real-time and scalable crisis-management team on guard can quiet the cries of an upset customer before they raise an angry mob.

3. Outside-the-box perspective

An outside social media management company can bring insights to your business that you wouldn’t discover when managing things in-house. This includes drawing on experience with other clients (more on this later) as well as the fresh minds they apply to the problem. By having an unorthodox viewpoint, they can also point out opportunities that your brand might have otherwise missed. Divergent thinking means more potential solutions, increasing your businesses chance of making the best decisions. If you only looked within for advice you’d end up making a lot of the same mistakes.

4. It Saves Money

This one seems backwards, but hiring a social media management company is going to save your business money. Rolling social into the duties of a marketing branch will end up only costing your marketing and your social media management. The fact is that monitoring, responding to, and updating social presences as well as researching and surfacing opportunities to grow your community is a full-time position. Thankfully, many businesses already recognize the burden of work up-front, and look to hire a full-time staff member for that purpose. The problem with this approach is that it will inevitably cost you far more and give you much less. Beyond the on-paper costs of a salary and benefits for your new worker, you’ll have to absorb the hidden costs like training and company perks that fall elsewhere in the budgeting mix. You’ll end up with is a single, albeit capable, team member to direct your efforts. By bringing in a company that specializes in social media management, you can expect a department that is capable of scalable response and you’ll get the benefits of the entire companies efforts, not just a single individual. For the same reason that you bring in an advertising agency to help create your branding and ads, you should bring in a social media management company to select your channels, build your audience, and optimize your content.

5. Experience

There is currently a dizzying array of tools and softwares designed for simply managing day-to-day social media activities and monitoring. A social media management company will be well versed in the available tools and be able to custom-tailor a selection that fits your businesses goals. They also can provide you with the benefit of software above your punching weight that they use for multiple clients. These are hidden costs of social media management that are absorbed into the cost of hiring a management company. Additionally, your enterprise will benefit from the experience with other clients that social media management companies have had, as well as their knowledge of research tools and awareness of competitors. These are all hidden benefits only available by outsourcing your social media needs to a company who specializes in the field. This experience also means that what might be an unexpected hurdle for your corporation will be a challenge that has been dealt with by your management company before.

These reasons only scratch the surface of the benefits your business receives by hiring a management company for your social presence. Companies that specialize in several areas can bring those perspectives to your social presence in ways that a standalone manager or management company might not consider. The added effect of these advantages, plus the potential cost savings compared to other solutions, makes hiring a social media management company a no-brainer.

 

What do you think now about the management of social networks? Are you interested in obtaining the benefits of relying on an experienced agency like ours? contact us:

Published in Digital marketing

6

 

Marketing is concerned with connecting with your target market at the right place and at the right time. We are living in a digital world and the best strategy for a business is to make efforts to connect with their customers online as that’s where they are spending most of their time. Digital platforms are no longer just limited to your regular life and are now being used for marketing purposes as well. Therefore, it is essential to understand the key benefits associated with digital marketing and realize how important it is for a business’s success. In very simple terms, this form of marketing is concerned with use of electronic media for promoting products and services.

As compared to traditional marketing, digital marketing refers to the use of methods and channels to get a proper understanding in real-time situations. This means that digital marketing gives businesses the opportunity to assess the performance and effectiveness of their marketing campaigns and make adjustments accordingly. No matter what you are selling, the techniques involved in digital marketing can be applied to any industry. It can provide you with quicker and effective results due to its interactive nature.

Some of the top benefits a business can reap through digital marketing are:

Measurable results

One of the top reasons why digital marketing has succeeded in surpassing traditional marketing is the fact that it offers measurable results. You cannot measure how many people looked at your billboard in a day or how many people read your flyer before it ended up in the recycler. On the other hand, when you opt for digital marketing strategies, you can get reliable and solid reports with numbers that tell you the how many people checked your email or even clicked on a specific link. This enables you to cut out the excess and focus on areas that give results.

Flexibility

By nature, traditional marketing has always been generic, but these days, customers are more interested in a personalized and customized journey for satisfying their needs. This is where digital marketing can be incredibly helpful because it enables you to use the preferences and interests of an individual client for sending them a unique marketing message. You can tailor messages for different groups of customers and this kind of personalization is the biggest asset you can get because it makes clients feel special and draws them in. This flexibility has particularly helped financial companies, such as fnbnorcal.com and several others that mainly rely on internet marketing for business.

  • Reach a bigger audience

You can get access to a larger and global audience by using digital marketing methods as the internet has made every country accessible. In contrast, traditional marketing is limited to a specific geographical area.

  • Low barrier to entry

Perhaps, one of the biggest problems of offline marketing methods like TV ads, billboards, and radio commercials was the fact that they came with huge price tags. This meant that most small businesses couldn’t afford to use them and that gave bigger businesses an edge. The same cannot be said for digital marketing products because you can find them in scalable size for every kind of business. This has definitely increased competition in the market because now every business can reach a larger number of people, regardless of its size.

 

Increased conversion rates

It takes only a couple of clicks to convert a customer online. People don’t have to come to your shop or pick up the phone to become customers. Now, they can find out everything about your business and its offerings right from the comfort of their home and can easily be converted into customers, as long as you use the right strategies.

Andromeda Computer, digital marketing can prove to be very valuable for a business, just contact us

 

 

 

Published in Digital marketing

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What are the benefits of email marketing? If your company or business isn’t utilising email marketing, should they? The answer is probably yes, as email is consistently cited as one of, if not the marketing channel that consistently delivers the highest ROI.

Email marketing is used by thousands of businesses of all sizes across the globe. Those who are unfamiliar with this method of marketing may not immediately understand why it is so popular amongst companies in a variety of industries – but here are ten reasons why email marketing is seen by many as the most effective marketing channel.

10. Low costs

One of the most obvious advantages of email marketing is its lower cost compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine or television channel. Email marketers might consider investing in specialist software to automate, track and evaluate their emails. Granted, there may be a small overhead for sending thousands of emails at a time, but these costs are far lower than what you would expect to pay using other marketing channels.

9. Reach an already engaged audience

Email marketing is one of the only channels that consumers ask to receive. The majority of businesses using the platform only send messages to those who have signed up to receive them. This can allow for much higher conversion rates as a business is only targeting those who already have an interest in their brand.

It is, of course, possible to send unsolicited email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image. As a company that offers email marketing software, we strongly suggest that you don’t use purchased lists for your email marketing – the results you’ll see from growing your list and acquiring customers organically will lead for far stronger results.

8. Deliver targeted messages

Most marketing professionals would happily pay to ensure they were only spending money targeting those who were interested in their brand. Email marketers can go one step further though, by only sending emails to subscribers who meet certain criteria.

If a franchise only has an offer on in certain areas of the country, it can easily arranged for emails to be sent only to those living in certain areas. If there is a sale on sports goods, it can be arranged for only those who have shown an interest in sports to receive an email.

Email list segmentation works fantastically for brands who gain information about their subscribers. Studies have shown that marketers who use this tactic often boast improved engagement rates as a result. The old ‘spray and pray’ method of sending the same email to every subscriber or customer no longer works, and the companies that see the best results from their email marketing are segmenting data and campaigns to ensure that they’re sending the most relevant message to individuals.

7. Drive revenue

Marketing Week reports that email generates around £29bn retail sales annually.

Email marketing is great for taking advantage of impulse buying. There aren’t many other marketing platforms which allow customers to go from witnessing an offer to purchasing an item within two clicks of a button. With a tempting call to action and a link straight to the checkout, email newsletters can drive sales like no other channel.

You’ll find a plethora of information about how you can successfully use psychology in email marketing to help improve your results, including one of our most popular pieces of content – The psychology behind creating successful email marketing.

 

6. Easy to get started

Email marketing doesn’t necessarily require a huge team or reams of technical nous in order to be successful. It’s certainly possible to jazz up an email campaign with fancy templates, videos, images and logos. Yet, some of the most successful campaigns utilise simple plain text emails, suggesting that it’s the content of an email that is the most important thing.

Many email marketing platforms, ours included, offer Drag & Drop Editors, which allow you to create stunning campaigns, quickly and easily.

5. Easy to measure

Another key benefit of email marketing is that it’s easy to see where you’re going wrong. Most email marketing software will allow you to track open, click-through and conversion rates, making it simple to spot how a campaign can be improved. These changes can be made almost immediately too, whereas print or broadcast advertising requires quite a bit of effort to alter.

4. Easy to share

Subscribers can forward brilliant deals and offers to their friends at the click of a button. There aren’t many other types of marketing that can be shared as easily as this. Before you know it, subscribers could become brand evangelists; focused on introducing your business to a new market.

More and more we see brands cleverly utilising this tactic, and social proof has become a huge influence for online selling in recent years.

3. Reach a global audience

What other marketing platform lets you instantly send a message to thousands of people across the world? Sure, social media can help you spread the word amongst a global audience – but there’s no telling who’s actually reading your content.

Alternatively, you can always get hyper local using one of the other ten benefits – segmentation.

2. Instant impact

Due to the immediacy of email, a business can start seeing results within minutes of its emails being sent. A 24-hour sale is a brilliant marketing ploy that can be utilised by email, as it creates a sense of urgency and convinces subscribers to take immediate action. Businesses typically have to wait weeks until they see sales come in as a result of print or broadcast campaigns and, even then, how can they be sure what was responsible for the purchase?

1. Unrivalled return on investment

In the business world, results are arguably all that matters. With this in mind, the main reason that most businesses invest in email marketing is the fantastic return on investment. According to the DMA, the return on investment for email increased from an estimated £30.03 for every £1 spent in 2016 to £32.28 in 2017.

It’s clear to see that email continues to be the most effective marketing channel available to every business. Perhaps it’s time for your business to start making email marketing a priority.

Check out our own email marketing plans and learn how we’re helping thousands of brands deliver big results from email marketing.

Published in Digital marketing

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Photography, illustration, typography and motion graphics—graphic design creates and blends these elements into appealing images that capture attention, sell products and services, and open new markets. In other words, graphic design helps your business in several ways. Some may even surprise you:

 

1. Employee pride and productivity
All happy, healthy workplaces have a strong core of brand identity. Employees embrace and commit to the organization’s brand, and are proud to be a part of it. In turn, that buy-in commitment leads to more satisfied, productive employees. Good graphic design cultivates a positive brand identity—by reflecting a company’s vision—that permeates everything from company websites and communications to business cards and staff apparel. The opposite is true too. For example, if you’ve ever worked at a company whose poorly designed website is difficult to read, navigate, search or purchase from, you know how annoying and frustrating that experience is for both staff and grumbling customers. If your employees aren’t happy with your company logo or website, why would your customers be any different?

 

 

2. Saves time
JPG, TIF, EPS, PDF or GIF—which file formats do you need for your website photos and images? What about your business cards? A graphic designer knows which file format to use, and when, for the best results. Same goes for RGB vs. CMYK color modes, paper weights and uses, types of website content management systems (CMS), and whether your web or magazine ad is scaled properly and has enough color contrast to be easily readable when it’s published. Thanks to their in-depth training, mastery of industry software, and years of hands-on experience, graphic design professionals know all of this so you don’t have to waste time trying to figure it out yourself.


3. Saves money
Even if you have a limited marketing budget, it pays to invest in good graphic design. Cheap design often means poor design. And poorly designed graphics can be expensive. That may sound counterintuitive, but without the expertise of a professional graphic designer you may end up with a product that does not print clearly, is expensive to print due to color management or layout problems, or is not formatted properly for print or online publishing. Changes, delays and redesigns cost money, so that cheaper crowdsourced logo you bought may end up costing you more than one from the higher-priced experienced graphic designer.

 

4. High-quality visuals increase viewer interaction
Want to increase your company’s social media views, shares and followers? How about product sales and customer base? Whether it’s e-newsletters and websites, blogs and social media, or printed materials—high-quality visuals grab attention at a much higher rate than applications using low-quality, stock or nonexistent imaging. Online shoppers, especially B2B buyers, cite image quality as one of the most important criteria in their purchasing decisions. Graphic design uses high-quality photography, infographics, illustrations and video to create more successful marketing tools.

 

5. Graphic communication: it’s more than a trend
Every waking hour, most of us are inundated with information from mobile phones, computers, TV, radio, billboards, magazines and more. And our attention spans are getting shorter because of it. To keep marketing efforts effective in spite of this cultural change, companies now have only a few seconds to capture viewers’ attention and keep it. Images are the perfect solution. They have the power to communicate complex messages much faster than words can. But, in order to do this—as well as improve your appeal to automated audiences (search engines) to optimize your web rankings—images must be unique, relevant and high quality. Graphics design can help your business successfully transition into this new era of concise, high-speed communication.

 

6. Attract and keep customers interested
Whether you’re redesigning your website, creating a new logo or launching a campaign, it’s best to use fresh graphic design created especially for you. This ensures you maintain a unique identity that attracts attention, differentiates your offerings, and will keep your customers coming back to check for new content. Food packaging is a great example of the importance of attention-getting design. Grocery stores carry hundreds of snack chip brands. And even though many of us review nutrition labels, it’s likely our purchases rely heavily on the appetizing attractiveness of a chip bag’s design and how quickly and accurately it tells us what we’re buying.

 

7. Strengthens your brand
Can you think of a strong company/brand that doesn’t have a highly recognizable logo, color scheme or typeface? Not likely. Graphic design creates a quickly identifiable “face” for your brand that helps differentiate and promote your company. If you have no competition, you may be able to get by without good graphic design and branding since you’re the only source in town. But, for the rest of us high-quality branding is vital for maximizing our potential and success.

Your company logo, typeface, colors, website layout and marketing materials establish an immediate impression of what your company is like—traditional vs. trendy, serious vs. fun, powerful vs. laid back, etc. Graphic designers work with you to pull these visual elements together in a way that will positively brand and convey your desired company image.

Since “consistent” means reliable, make sure your graphic design identity is used consistently throughout your company in internal/external communications, marketing and advertising materials, websites, and products. Inconsistency, such as using multiple versions of logos, typefaces and colors in your various business applications will make your company appear sloppy and unprofessional.

 

Every brand has a distinctive stamp, the design is responsible for expressing it in the most optimal way, contact us and tell us about your business or project we will be happy to help you.

Published in Digital marketing
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