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Scale up your online business

Digital Content Marketing Insights To Take Into 2018

Digital-Content-Marketing-InsightsAs we turn this final page of digital content marketing and say goodbye to 2017, I thought we could take some time to reflect upon this past year. Why? Well, we can only benefit from this opportunity to prepare ourselves for the upcoming year by reviewing and analysing the previous one. We’ll start with online content marketing insights, new user/consumer’s needs and behaviors.

We noticed that people are becoming more curious, astute, knowledgeable, demanding, and less patient than ever before. Before 2018 kicks off, here’s some of the best digital content marketing observations – big data, trends and a few case studies from 2017.
So read on, make your own analysis and gather all the information to start transforming your digital business and avoid mistakes. One thing to keep in mind – beware of the algorithms that will kick you out by penalising your website for its poor or irrelevant content in 2018.

 

Big Data and Value Proposition

This is an era where data is still freely available to us, so why not learn and transform it into valuable strategic assets? We need to identify the patterns, understand the role of our industry and customer data, the various sources of analytics at your disposal and the risks around data security.
This past year, millions of people have been turning to their smart devices with the aim of finding what they need right here and right now – whether it is shopping, health-care, education, holiday deals or online news.

  • According to Google, search interest has tripled in the past two years and will increase further in 2018.
  • 75% of smartphone users are more likely to purchase from companies whose mobile sites or apps customise and deliver information to their location.
  • Three in four smartphone users browse their mobile search beforehand in order to satisfy and/or address their needs.

Sources: Google/ Ipsos connect and Google data

Tip: Data suggests that industries are going to be more digital than ever before, but also more vulnerable.
Whether it is booking travel through digital assistants, car shopping online, or beauty blogger influencers outclassing big brands, this year’s data shows how the game has changed across all kinds of industries.

Factoids:

  • 1 in 3 travellers across many countries around the world are using “virtual/digital assistants” to help them with their travel research/ bookings.
  • Almost 95% of vehicle buyers are now using digital as a source of information. The stats say that twice as many start their research via smart devices instead of going to a local car dealer.
  • Online searches for the “vegan skin care” category have grown by 83% year over year in the U.S alone.
1 in 3 travellers now use virtual assistants to book their travel destination. Click To Tweet

We notice that there is a pattern here – the online shoppers are comparing, studying and collecting main benefits from sites who are providing better and more accurate information, helping them shape their final decisions.

To offer better value proposition to your customers, you need to continuously reshape your business offer by analysing your current offer vs market; threats and opportunities and (innovate) be a step ahead of the competition.

So if you’re looking to reach new customers or retain existing customers, you need all the above plus you need to push them to try your product/services. But all this starts online.

Source: Think with Google

 

Content strategy

You should hire a content strategist (freelance or not) and help them place your goals, efforts and money into a clear content strategy. If you haven’t done it so far you should seriously think about it. These people know how to research, coordinate, nurture and engage with your readers/fans whilst providing a fruitful experience from your website to their inbox and preferred social media channels.

By doing so you will also lead to increase revenue across channels.

Not convinced? I am.

Hire a Content strategist if you're in the process of growing/expanding your business. Click To Tweet

Read the 10 Most read articles this 2017

 

Advertising

Mobile content users are paying attention to ads

Difficult to believe, but people across the globe are paying more attention to ads via their mobile than TV ads.
Primary channel to focus on: The mobile video – Some social media platforms such FB and Instagram were quick to adapt and offer their users the capability of uploading short video content (paid video content too). There will be a new focus towards the use of videos and live streaming.

  • Paid “YouTube mobile” advertising is 84% more likely to receive viewers’ attention than a traditional TV advertising Source: Google/Ipsos
  • YouTube and how to advertise – Case-study: 2017-brand-video-marketing-strategies

YouTube and others: stats, facts and figures for 2017 [Infographic]

 

Website and Mobile site speed optimisation

Did you know that over 50% of visitors abandoned a mobile site that takes longer than 3 seconds to load?
Recent analysis of leading retailers found that 54% suffer from ‘poor’ site’ page speed – currently taking over nine seconds to load. That’s terribly long. Imagine what that could do to your business. (people will leave your site and stop coming back). Dzone offer over a wide range of professional tips on how to start preparing your site now.

Here’s how to optimise your website for speed.

and

if you fancy knowing how your site is doing right now – you can test it with Gtmetrix.

in 2017 over 50% of online visitors abandoned a mobile site that took longer than 3 seconds to load. Click To Tweet

Email marketing

The future of email isn’t dead at all. EMS have worked hard to improve their services – many has changed, they simply added artificial intelligence (A.I) and integrated email marketing automation.

To get it right let your email and/or sales marketing expert plan ahead for:

  • The entire business quarterly goals
  • Communicate the strategy planning
  • Drag and drop segmentation for better targeting
  • Improve copywriting, design and/or Layout
  • More A/B Testing
  • Optimisation

Alert: Note and keep in mind that 2018 onwards many artificial intelligence (A.I) powered tools are increasingly being used in email marketing automation and will definetely continue to adapt and evolve. Keep an eye on your Email Marketing Service provider but also on their competitor’s site (EMS) to learn how you could improve your email campaigns.

Conclusion:

More than ever before the key to success is based on – business strategy, value proposition and digital transformation. In other words be quick to respond to customer demand and disrupt the market. Be willing to self-analyse your own assumptions and quickly release a new mission statement of how and where and when to serve your customers.

Digital transformation isn’t easy, but it can be easy if you know where to go but it can also be complex and costly. It requires direction and commitment from the top to lead troops on the ground.

Businesses must constantly reimagine business models, develop a strategic digital team, processes, platforms and build new strategic alliances. Many ignore business strategy and digital transformation, including all the above. Big mistake!
Assess how you are doing with your digital content marketing efforts and point your team to the most needed moving parts. A clear and documented content marketing strategy will enable you to adapt and transform across your business.

Your priorities are:

a) business strategic key concepts;

b) customer centric;

c) harness midsized influencer networks (this will become core to your marketing) d) agile redesign and/or adapting your marketing funnel.

But above all never forget to:

Fully understand your customers before the competitor does, serve them better again and again. Develop, personalise and deliver consistent and meaningful experiences by tailoring products and services via a modern Supply chain.

††Sales operations and back-office – adapt, transform (or outsource) and manage via new cloud-enabled specialist platforms that use Artificial intelligence (A.I). This service is available to use at medium low cost and offer real-time data. Bonus: this will allow swift and efficient delivery to the end-users, but it will also gather huge amounts of data to analyse for better informed decisions to be taken in the future.
You need to transform your business this 2018 or set yourself-up for serious problems.

Tough, maybe but it’s the reality.

Enjoy your New Year! All the best.

13 Reasons Why Your Content Strategy is Failing

[updated: 06.03.19]  Reading time: 6–7 minutes

Reasons to Why Content Strategy Fails?
Do you accept Content strategy checkmate?

Did you ever ask yourself why your content fails?

You should.

Writing content that will attract and keep people coming back for more, can be daunting and exhausting.

Here is a little framework (reminder for some) for you the reader, before we go into details.

In order to develop a solid content strategy you’ll first need to start with a SMART research.

These can be put into four tabs:

  • Industry/market research
  • Client/customer research
  • New disruptors or business innovators research
  • Competitor research

From here you’ll need to scrutinise your data not once but at all times! I repeat – you need a person almost full-time to check out your best content, topic, keywords etc.

Analyse your industry: a) Seek for alternative industries? (less competition)  b) what is your business/ company strategicly good at? c) what do you stand for?

Client/customer research: Analyse the three types:  a) the buyers b) your users and c) the influencers (the ones who read and share).

New disruptors: These are the newly made (innovative) startups who come, hit hard and take a small slice of your market share.

Competitor research: it’s useful to understand the wants, and needs – but you need to do it under a blue ocean angle.

Here you need to figure out which content delivery your competitors are using but also and/ or the content they are not good at.

Hint: Perform a deep research looking into the buying/commercial terms and then seek to find educational/informative.

Then analyse and create epic content that wows people over and over and include a combination of:

a) creative copywriting skills (which you can learn)

b) Based upon your research discovery (no-competing and relevant)

c) Keep analysing data and analytics.

Now let’s dive in and see the top reasons to why content fails.

Top 13 reasons why content strategy fails

1. You are not updating your content marketing plan

It’s hard to row in the dark, unless you have some NVG (night vision goggles).

It’s pretty much the same thing with content – if you don’t have a content plan, you don’t know why and to whom you are writing for. To squeeze the best out of your published content you need a solid plan of action.

Be meticulous, have your personas next to you, be consistent, and test what is working for you. Then test, test and improve upon – restart all over again. You still have to research and analyse your tactics.

When you have a clear picture of what is and isn’t working, you can scale up the strategies that work, and stop wasting time on those that don’t.

Tip: content audit is your starting point.

Example: A successful lead generation campaign will depend on specific content you created. So, you would check your analytics to see which pages are most read – and ask yourself “ Where am I providing value to my readers?”

From here you could use and replicate it over to the other pages in order to attract more viewers. These will share it, which in return can lead to more sales, right.

2. You don’t know your audience

Prime time niche audience
[ Your audience will follow and love you ]
If you’re writing content for the web, apps do not pack it for all the trades – as you’ll never know exactly what your readers need, which will translate in zero comments, links or shares.

Listening to your audience (tip):  feedly.com is perfect to listen to multiple blogs, or Websites, but also find out what is going on on your industry.

You also have: SocialBro, tweriod, tweetreach and Twilert can send you daily alerts each time your search keywords are mentioned on Twitter are also useful.

But to find out your audience’s needs/wants you must setup your “ customer journey mapping” worksheet.

Try this:

Step one: elaborate 5-6 related topic questions.

Step 2: then be active on social networks, listen, engage, ask them and/or participate in relevant online conversations with your audience whenever possible.

Step 3: Then prioritise your phases based on those answers, continue to listen to their conversations, then translate it into a simple solution and send it back to them.

The aim here, is two fold, first you seek to build meaningful relationships with those who might need your help and secondly you’re giving your valuable expertise free, which will later on (likely) be shared with their peers/followers.

Job half done.

Tip 2: Do attend whenever possible conferences/networking events in your industry as this can lead to online connections that will help enlarge your audience but also authority.

Keep this alive and keep asking or figuring out what they like or need, so you can elaborate your content messages accordingly – perfect to improve a failing content strategy.

3. You haven’t set SMART goals

Do you need SMART goals? Oh yes. Put it this way – If you plan clever goals/objectives ahead you are simply structuring what needs to be done but also saving time and of course money.

Hint: If you’re stuck for ideas: draft the all thing backwards from the closing stages to the top of the funnel.

4. You don’t position yourself as an expert

You have to show some sort of business expertise – whether it is through case-studies, content writing, podcast, video. If you’re going to choose the publishing arena you better of getting some help. Find and hire an expert who will write or help you write your content, this will put your expertise out there while writing your blog.

5. You’re not identifying relevant industry topics

Before even trying to attract and/or convert readers try to find out what is it they need. It’s easy to assume that all readers like X or Y topic because others are writing it. Never assume that what is good for others is good for your audience. Big mistake. Go find a different angle so you can alert them, engage and solve what their problems may be ― by offering valuable and digestible content.
The smartest strategy is to ensure you’re offering instant useful content first, so they get to remember you, so you can start and/or add extra steps within the sales funnel.

6. You haven’t done page content optimisation

When was the last time you optimised your website’s content? Believe it or not, Google actually would like you to have quality pages, so in return they can list you higher in their pages. That is why is important to follow their guidelines – so, you know what to do next. Let’s move on. You probably know by now that there are over 230 factors or indicators to rate your website. Search engines base themselves on these factors to help users find relevant content in organic search results.

You can tackle most of these factors yourself.
Example: Start improving your content by adding H2, H3 tags to your sub-headings. Also your website page will not be considered if you do not write a meta tag description.

To improve and fix your on-page SEO content – I recommend that you focus on one single topic per page. Help the reader navigate your content at a glance. Revisit your main headings, keywords, image Alt text,  synonyms you use in your content, links and the anchor text of those links.

Get some extra help with these free tools:

SEO Spider by screaming frog  download and install it on PC, Mac or Linux in 3-4 clicks. This is a great desktop program to crawl websites’ links, images, CSS, script and apps but also to test your onsite SEO.

Second option: Use onpage optimisation tool by internet marketing ninjas to check your SEO content.  Also a great tool to help analyse your existing onpage SEO content.

7. You are not promoting your content [enough]

If you don’t have enough fans or online followers to get you out there, it’s going to be even harder.
Start by searching who your influencers are. Take the time to study what they share or like to talk about. Then create epic content, offer them to read it, or share your case-studies, and/or best post. Check and go see them speak at industry events.

8. You are not building momentum

Start by communicating with your primary audience on a regular-basis. Offer your help, share a thought, downloadable e-books, case studies, white papers. At later stage share other great content behind opt-in mechanism.

If they like it they’ll tell you. Believe it or not this is one of the most efficient ways to provide valuable information in return for contact details.
Here is an idea – Nurture them with: tools, processes, or invite them to share their ideas re a rich-topic you are about to write. spot and follow them on social media, make online mentions, retweets, etc.

9. You are not inviting (real) influencers on-board

There are several ways to get influencers on your side.
One of them is: find where they hangout and which topics they like reading. Then start adding comments under their most recent post/comment.

Tip:

Try buzzsumo and search for your favourite topic. Select your industry influencers and entice them with valuable content.
Example: Send them a (“10 most interesting people in last..”) post or ask if they would be keen to help answer some questions re a topic you’re about to write.

10. You’re not analysing your keyword topics

Lack of keyword analysis is a deadly sin specially when drafting content. See also item #6. that is the most important part of your content strategy for the web.

11. You’re not studying industry figures/stats.

Create primary research about their industry, most relevant topics, searchable terms – such as best headline topics this year – worst performing …etc.

12. You’re not producing educational content about specific business issues

Get your educational content backed by case studies and/or interview an expert to get his opinion. Grab the expert’s attention by delivering a free downloadable white-paper report.

13. You do not have calls-to-action on your page

Why did you not include a call to action in your content? Seriously, that is so wrong.

Why are publishing it? What is your goal in sharing that content? etc. Always ask yourself this: what is the main purpose of my content.

Content strategy formula [Solution]

Regardless your level, you’ll need to decide if you’re going to do it yourself or bring someone in. Either way, you’ll need a content creation strategy plan, ideas and time.

If you opted to engage good freelance people, that’s great, it will be the best option as they can help you quickly gain momentum.

If you’ve decided to tackle it in-house then stick with this formula:

  • Grab your 10 % of common sense,
  • 30% collecting and/or analysing data
  • 60% of creative skills .

Oops, almost forgot – Add (your) SMARTER Goals, scanning your checklist of do’s and dont’s to lay down your foundation .

I keep learning how to write creative and attractive content – and I’m not embarrassed to say that it can be very hard and time consuming. I’ve found some great techniques, not so much where to get the relevant content ideas I need.

From experience, I’ve learnt that writing content that sells is like mastering the art of performing magic tricks.

You need to learn the mechanics first.

We humans are wired for stories – as kids, we would dream of being a pilot, doctor, nurse, actor based on stories I read.

Where am I going with this?

What I am trying to say is that when reading content it will play or changes people’s ideas, emotional states etc.

Would you agree that reading meaningful stories help us forget life’s complex social problems and/or get us emotional about something?

Take the film War horse – by Steven Spielberg for example (based on the great book by Michael Morpurgo)

It narrates the relationship between a young man and a horse living in rural Britain in around 1915. The boy’s idyllic childhood comes to a sudden end when his best friend is sold to the army by his father. From here, we’ll see a dramatic turn in his life.

This film shares several emotional stages with the viewers.

Starting with the relationship between a boy and his taught, cold, stubborn father. Followed by the painful, sensitive and cruel wide shots of his horse’s engagement during the First World War to the moment where he’ll …

well, watch the film or read the book. It has all the ingredients for a great story.

For the film to exist – the team (writers, producers…) go through a long content planning session before it can finally become a film script. For the record, they also needed a script writer, director, editors and scenarist.

The bottom line is – write to engage and get people involved.

Why? Because they’ll remember it and share it – for the right reasons.

13 reasons your content is failingContent creation strategy framework to use

The key to great and successful content is – data collection, brainstorm your ideas first, plan and implement it.

Secondly, list the top five topics you think would make a winner. Thirdly, select a draft post’s main sections (like a synopsis) by jotting-down a sentence or two.
Then outline main idea with a beginning, middle and end sentence. Fourth step, would be amending or changing sentence order. And the fifth step is the editing part.

These are important steps, tools and processes you need to have (not optional):

  • Review your business model (important)
  • Audit Webiste/ Existing Content /worksheet (if Website is up)
  • Identify your online objectives (priorities)
  • Content gap analysis (Taking over a project – i.e: In-house Agency)
  • Project summary worksheet (When starting the project)
  • Create a “ Content matrix” (Starts @Design phase)
  • Editorial processes (Before writing Web content)
  • Identify market & competitor GAP’s (diferentiate yourself)
  • Ask/discover your audience “Audience mapping”
  • Master keyword/SEO worksheet
  • Promotion/Distribution channels plan.

Conclusion:

Kristina Halvorson from Brain traffic once explained that Content strategy is the way of:

Planning for the creation, delivery, and governance of useful, usable content.

I agree with the well described sentence.

Why should you create high-quality, deliver and update unique and useful content?

I’d say that is because we already have huge amounts of material on the Web. You’ll find bags of poor content for almost any topic – so what’s the point in adding more if your content is not going to wow me?

A recent Google study tell us that 80% of online content is far behind the recommended Google guidelines. To win them over, be yourself and help them. They’ll be your best advocate when you create, share valuable and well-researched content.

If you’re looking to refresh and/or need to build an effective, structured content strategy then get in touch.  Small steps today lead you to big results tomorrow.

Lead Generation -10 Quick Steps Guide

Lead Generation Strategy Guide

Reading time: 4-5 minutes.

Lead generation has to be the honey’s bee of your Inbound marketing strategy. Whatever you do, you will be depending on content to reach out and get more leads, right?

If you agree that content is key and you’re serious about your online strategy continue reading this quick “Lead Generation Guide”.

Developing an effective lead generation plan of action is something that most companies struggle with. In this post, I will show how to get value for money with these actionable tips, ideas, plugins and processes to create your b2b lead generation.

But let’s see some important stats, first. Here is what we’ve learnt:

Content marketing stats

Content priorities plus three content marketing objectives:

  • a) Driving Sales and/or increasing Leads
  • b) Engage Customers/Buyers/Influencers
  • c) Boost Brand Awareness. ( Source: Curata)

Content strategy

Strategy documentation

  • 80% of B2B have a content marketing strategy. (32% documented, 48% not documented) Source: C.M.I
  • 70% of marketers lack a consistent or integrated content strategy. (Altimeter)
  • 32% of B2B marketers say they have a documented content marketing strategy. (Content Marketing Institute, 2015). Source: Hubspot

Blogging

  • 60% of marketers say blog content creation is their top inbound marketing priority.
  • 74% of marketers say converting leads is their top priority in 2016-17.
  • 47% of buyers viewed 3 to 5 pieces of content before engaging with a sales rep.
    Source: Hubspot

Video marketing stats

  • 45% online visitors watch more than an hour of Facebook or YouTube videos a week. (HubSpot, 2016) Source: Hubspot

#Content marketing is key to fuel your channels but also is a top #inboundmarketing priority step. Click To Tweet

Email marketing automation

We all suffer from lack of traffic and time to generate leads during our business lifes. Email marketing automation is one of the key components within your online strategy. If you’re already using an email automation system you should probably consider integrate a complete marketing automate process.

What are the big marketing challenges for your business?

As discovered from the various market research stats above – here are the most important aspects for marketers to consider:

a) Engaging with online readers;

b) Increasing leads;

c) Boost brand awareness.

Did you noticed that these three are increasingly interdependent? I let you work this one out.

Marketing challenges - solution tip: Offer easy access to your #content, research/listen, and engage with relevant content. Click To Tweet

Lead generation quick steps

You can implement it today and see how to get your lead gen. approach working.

1. Draw your email strategy approach

Log onto mind42.com to design a birds-eye view of your strategy. You can also grab a pen and paper and jotdown what your business needs are, followed by your campaign goals.

Then go and check your personas pain points. Do a brainstorm and draw your first content draft. Develop your content as needed and always keep it simple. http://consultantstohelp.co.uk/resources/premium-resources/

2. Create punchy – relevant blog posts

Write great blog posts with relevant keywords and lead-magnet. Show your expertise and aid without fluffing around, this will pay off. Create useful content about your product or services.

This will increase your chances to engage, connect with your community and of course be found on search engines. Your website will be shared or bookmarked.

3. Insert attractive offers – Call-to-action (CTA)

Insert relevant offers within your page. You can and should insert a call-to-action at the middle and/or end of your page. Something like: “Sign Up for a free white-paper or research guide”.

This is a powerful way to get leads. By doing this you’ll also present them with an opportunity to get to know your business a bit better.

Optional: Hire a freelance web designer to create one to three call-to-action images/buttons.

4. Create lead magnets

One important step in your lead generation process is to create a lead magnet – aka “Opt-in bribe” – that offer value in exchange of an email address or when signing-up for a particular email list.

Examples are: an eBook, white-paper, software product, report, tip sheet or video series.

Even though it’s free, you should still spend some time and effort writing the “header” which is normally a short description. Then, you’ll need a detailed description. This is the message you’re going to write/use to get your visitors to type their email address and subscribe to your list. Invest good time here as it will pay off in the long run.

TIP: An effective lead magnet will help your website visitors solve a problem/task and learn a specific skill by offering a free downloadable digital item.  Also, the lead magnet should be directly related with the content on the page or post.

Optional: add an attractive/relevant image to your magnet.

Read: beginners guide to email marketing beginners guide to email marketing.

5. Create a landing page (optional)

This step can be optional, depending on what you are trying to achieve. Use a landing page to show the particular benefits of one product or service.
This is a great way to move your audience onto a particular funnel.

If you decide to go with a landing page, you have a few options.

Option 1: Select your WP theme’s landing page Template. This is the quickest and cheapest option, but often not offering a great design.

Option 2: Create beautiful landing pages using tools such as: Thrive content builder or Leadpages.

Option 3: Learn how to create your landing pages.
Tip: Digital Marketer: recently wrote a great article on how to increase conversions.

6. Sign up with an Email Marketing Service

It’s time to choose an email marketing service (EMS) to create your campaigns, lead-magnets and email forms. You’ll be needing this type of service to gather and nurture your leads.

To stay competitive here are some of the most cost-effective email marketing solutions in 2019.

Here are some of the free email (EMS) services that I recommend.
MailChimp: This is among the most popular email marketing services. They offer quite a few features. These include many list management, autoresponders and drip campaigns.

Drip: Flexible and versatile, from email to contact management it allows you to automate the entire email service. Free for starters or businesses with little budget and/or between 1 and less than 100 susbscribers.

For those with more serious needs you can update to the next level – Prices will increase based on your subscriber’s numbers. This service also includes better options (email tracking capabilities, open and click rate…)

Note: They were recently acquired by Leadpages.

Paid Email Marketing service (EMS)

Active Campaign

They offer intelligent marketing automation features – it is a bit expensive, but it’s totally worth the monthly investment. Most companies are using marketing automation because it can help in marketing processes.

Example: when leads freeze over-time, marketing automation steps in as your marketer helper to get you other qualified  prospects.

Plus features:

  • Drag-and-Drop campaign builder to design your marketing campaigns,
  • CRM to link and manage all leads/ sales automation campaigns,
  • Various automation process to include SMS messages to your subscribers,
  • Create custom goals and reports,
  • Great for ecommerce mobile signup forms,
  • Beautiful email template editors.

Active Campaign allows you to request a quick demo beforehand.

Suitable for:  all small to medium-sized businesses, and enterprise.

Plans start from: 500 contacts =$9/month  – 1000 contacts =$17/month – (14 days free trial) – up to $149 for enterprise level.

Get Reponse

I haven’t tried this solution but it was initially on our top 5 list.

We selected because this solution is affordable unlike many other on the market. But we also liked the quality features versus money in this popular email marketing service.

Plus features:

  • Beautiful mobile responsive and landing pages,
  • Segment and track your contacts,
  • A/B testing, and autoresponders.
  • Integrates with major third party lead generation solutions (SalesForce, OptinMonster, Google Docs, etc.)
  • Online Surveys
  • Phone, chat and online support

Suitable for:  small to medium-sized businesses, and/or those just starting out. Plans start from: $15/month.

7. Create and grow your mailing list

Your next (important) step is-building a mailing list on the email marketing system of your choice. Pick any of the recommended below.Build and grow your emailing list Thrive Leads is the ultimate list building plugin machine for WordPress.

You’ll be able to easily build any opt-in form in order to streamline your site’s lead generation. It offers you every feature you’ll ever need to quickly grow your email list.

Some of its best features:

  • Get over 55 + opt-in form templates.
  • Insert opt-in forms anywhere you need.
  • Drag and drop editor for easy form customisation.
  • Advanced opt-in form targeting options.
  • A/B split testing functionalities.
  • Reporting system/statistics…

Price: $67 one-off payment – includes: one year support and lifetime updates.

OptinMonster: is great to run on one or multiple WordPress sites. It started as a plugin, but it’s now an complete online lead generation tool.

Price: Starts from $19/month, (or $9/month when paid annually) with more plans to unlock more features.

You probably like to get and/or try our free Cold Email Marketing Checklist before you start.

8. Personalise the email

The idea behind this is to only give readers/visitors access to your freebie, after they’ve confirmed their email. In other words, find out if it’s a legitimate email or not.

  • Headers: Pick and add a relevant keyword into your header to trigger the readers interest. They’ll be quick to confirm the email address and get their free ebook or whatever you decide to give away.
  • Subject line: Create controversial, educational or challenging subject lines.
  • Keep it simple: clear, concise, simple and engaging
  • Add Call-to-action in your email. “Download” -” Get your” etc. Remember the funnel principle, your email must advertise your CTA.
  • Remember to create a welcome and thank you page.

9. Opt-in forms, plugins and services

The plugin selection below also integrate with major email service providers (ESP). Meaning the new-sign-ups are automatically funneled to your ESP. The idea is to keep your sign-up form as simple as possible.

  • Inviting headline– Make sure your headline describes the benefits off your offer.
  • Clear description– Is your description brief, clear and to the point? Use bullet points to help the reader’s eye quickly scan what they will get.
  • Attractive visuals– Include an image of the lead magnet if you can (e.g. a mockup of your eBook). A photo of a person looking towards the opt-in form is also a great way to boost conversions.
  • Two fields– Don’t try to get more than a first name and email address. Asking for too much information will scare people and will reduce your conversions.

Here are some of the best opt-in form that I recommend:

Easy Opt-Ins for MailChimp: This is a nice plugin that gives you a simple but effective opt-in form that ties well into MailChimp. You just just need to enter your MailChimp API key, then the list to push to and the tool does the rest.

Thrive Leads: You can quickly grow your mailing list – versatile with great features to explore – it is in my view among the best, easy to use, but also is a very effective opt-in form. (See point 7 above)

Features included:

  • Email course series
  • Templates, themes (35+)
  • Tagging and targeting options
  • Email Automation triggers
  • Customisable
  • A/B Testing
  • Analytics

Optin Cat: Allows you to ad pop-ups, sidebars, widgets, post boxes, 2 step opt-in form for your website.

Pricing: is a one-off purchase for personal – business or Elite

Popup domination : is light-weight, superfast and mobile responsive.

Some of the best features:

  • Email themes
  • Geographical Targeting
  • PopUp Triggers
  • Customizable Designs
  • A/B Testing
  • Analytics
  • Geo targeting and more…

Price starting: £7/ $9 month – or pay annually and get 4 months free.

Freemium option

Ninja Forms:  is a fantastic double free plugin that allows you to create endless types of forms. They also offer multiple (paid) options and integrations to Stripe, CRM’s etc.
On a plus side – they will give you access to the major email service providers (EMS).

10. What’s the next step?

Now, you can start work out your plan, select the email service you think will work best for you and have a lead generation system running on your WordPress site.

The next step on your “To do list” should include:

a) Come up with various email campaigns ideas (reach local businesses)
b) Place lead generation widgets or lead magnets on the sides of blog posts
c) Write inspiring emails series (start with one or two)
d) Create an autoresponder to build trust – also called “Lead Nurturing”
e) Sharing yours and influencer’s content on social media – this will build a relationship and increase visibility along with brand recognition.
f) Email tracking performance of everything that you send.

If you have any questions about the content of this article or other related items, feel free to drop me an email.

Additional next steps:

You should check email market trends, and eventually, move up a gear by implementing a robust marketing automation  to help you boost and grow your business.

Sum up:

Growing your business requires time, money and resources, so I’d say, pick, test and learn more about the tools that I shared (above). Whether you’re a B2B or B2C, you’ll need a lead generation system/process to power-up and build brand awareness.

Use this lead generation post as your personal guide and start building your brand image, whilst improving your leads. Invest time sharing and/or advertising your content via platforms like LinkedIn, Twitter, FB, Instagram these are excellent social platforms to help you increase e-newsletters subscribers, shares/views and ultimately sales.

I can say that these are a great combination of tools to start your marketing pipeline thatwill help you grow your audience.

Disclosure:
Be aware that this post has some affiliate links. This means we receive a commission if you click and make a purchase. We only recommend processes, books and plugins that we believe will genuinely help you improve your business.

How to fix your digital strategy while avoiding pitfalls?

How to fix digital strategyReading time: 6 minutes 55′.

Did you say how to fix digital marketing strategy to adapt to customers, competition and market technology? But these changes haven’t really worked.. yet.

Perhaps your online business is struggling to adjust to the new technologies and market demands? You’re naturally concerned, and your doubts are genuine.

But do not fear as your digital marketing strategy can easely be fixed.

Here is how you go about to improve it.

How to restore your digital marketing strategy?

Have I wasted opportunities and time? Is that what your are asking yourself?

If you’re changing things around, testing it and logging what is and what is not working. The answer is, more than likely not, because its an ongoing process.

Here is what you need to concentrate on:

  • Identify digital marketing goals
  • Create your personas
  • Revise customer strategy plan
  • Audit your content
  • Revise/Create content marketing plan
  • Identify best online channels/tools
  • Follow the promotional plan
  • Check key metrics for each performed action

However, if you’re curious or/and need rapid assistance I can work with you and show how to perform an audit to identify those issues. Very important.

I will also give you a (free) checklist to keep you on track along with tools and processes that will help fix the non-working components/parts within your strategy.

Before we go on bear these two in mind:

Firstly, mend a digital strategy only works if you align marketing and sales with your business goals and objectives, while managing the lead funnel effectively.

Secondly, prioritise phases and steer away from dangerous pitfalls when implementing your strategic plan. Also read the following 7 reasons why online strategy plans fail.

Seven reasons why online marketing strategy fails:

  • Aimless business strategy: the mission, vision and business values are setup for a 2-3 year period but not updated or revised. Often the global vision for a campaign has changed direction, and resources aren’t aligned with business strategic plan in order to fulfill customers, prospect’s needs/problems.
  • Worthless or poor tactical implementation: we often say that the devil is in the detail. This is even more true when the strategic planning is released with little or no actions – surely, this cannot guide your teams, hence leading to poor implementation.
  • Weak or lack of strategic management: poor continuous planning, data monitoring, analysis, marketing and sales assessment will danger the business in short or medium-term. All the above are required for an organisation to meet and carry out its vision, goals and objectives.
  • Poor or lack of communication: communications and strategic management do tend to overlap with each other, meaning if the plan doesn’t get aligned and communicated properly to staff members/employees, they will not understand why, where and when to improve and/or give useful feedback.
  • An unrealistic plan: has actions to be implemented but are unfeasible and/or there are too many to be executed in time because the team manager failed to hire qualified resources or outsource to help reduce team workloads.
  • Out of scope: often added-on tasks not covered in the statement of work, also called S.O.W (Scope of work), that will increase the daily basis workload leading to a direct change in the project cost or time.
  • No visibility and accountability: if there is no high-level visibility and accountability then it stands to reason you will not be able to see or detect opportunities in order to drive change. It is important that each process, task, data implementation and initiative must have an accountable owner.
Note: I am confident to say that business people don’t ignore the problems at hand, but their staff often do, simply because the problem has not been fully understood or identified.

To build a successful digital marketing strategy you must:

  • Identify and align the steps/changes that will be made according to your plan of action.
  • Make the strategy clear and easier to understand for everyone.
  • Include ground-level people in the creation of strategy and its implementation.
  • Walk them through the logic behind the strategy and tactical choices before going live.
  • Listen (online) and record what has been said (any resistance can pinpoint issues).
  • Provide the processes, tools and communicate it to everyone.
  • Implement a strategic thinking process board (continuous learning) and challenge your and teams views.

Your strategy’s success will depend on everybody’s desire for change. Positive strategy change will not happen overnight. It’s like a champion training process – it builds up over time surrounded by people with a positive mind and shared leadership.

A powerful but yet simple digital strategy checklist

  • What benefits will my strategy bring us?
  • What has to change in order for that to happen?
  • What do we need to do to make this strategy work?
  • Who is doing what?
  • Who will be implicated/affected?
  • What tools do we need to help team visualise the future changes.

Related methods to help improve your digital marketing strategy

We can find dozens of excellent business analysis tools/models to guide you and/or think more strategically.

Here’s a few:

You can tap into another great methodology to ensure that when planning your objectives these are as SMART (specific, measurable, achievable, realistic, timelined) as possible.

Now, if your business is up and running and you’re stuck or need to quickly identify where to make the much needed improvements – I’d recommend to start with a fairly simple but efficient method to pinpoint and fix a failing part within your marketing strategy.

The Digital  Marketing SWOT Analysis

It stands for: Strengths, weaknesses, opportunities and threats analysis.

Download-SWOT-to-Fix-Your-Strategy

SWOT analysis is the most popular strategic analysis models among the better-known methods to help you visualise which parts of your business you’ll need to focus on.

When you need to find where the strengths and weaknesses of your business are, and pinpoint any opportunities and threats then this tool can help you.

Once you have identified all of the above, you can continue analysing and assess how to capitalise on your strengths, while minimising the effects of your weaknesses, make the most of any open opportunities and reduce any possible threats.

You can now download SWOT-Analysis-Template 2017 and start your internal and external analysis. Good luck.

You can then start a Fishbone diagram

A fantastic tool to visualise the root cause of a specific problem, whilst exploring potential upcoming issues. The cause and effect diagram (AKA Fishbone, Ishikawa or Fishikawa in Japanese) and is often used by the Japanese automobile industry.

Fishbone-diagram-template-AKA-Ishikawa-or-Fishikawa

You should create a cause and effect diagram:

a) To quickly discover project problems/issues
b) To guide any team to uncover possible root problems
c) To make sure major issues are not overlooked during brainstorming sessions.

This technique is actually considered one of the best seven basic tools of product/service quality control.

So, let’s start a fishbone diagram.

TIP: You can get a free account with Lucidchart for an unlimited amount of time—no credit card required. Go here.

Let’s take the restaurant as an example.

Start by stating the problem in the form of a question, such as:

“Why do we have so many complaints”

Framing it as a “why” question will help in brainstorming, as each root cause idea should answer the question.

Effective questions to help you start:

  1. What is the primary problem you’re trying to fix?
  2. Where to start?
  3. What are the root causes of initial problem?
  4. Why do you need to fix it?
  5. Who will do the job?
  6. What other backup solutions are there to avoid further issues?

Can I use cause-and-effect diagram in marketing planning?

Yes, a fishbone diagram is often used by many marketing agencies for their customers strategic planning.

How to fix your digital marketing strategy using cause-and-effect flowchart ?

Step 1. Select two small teams: Create two balanced teams of around 2-3 people in each group. Why?

Because having two teams will help you quickly identify the problem by focusing on the issue at hand. You should mix front-line/customer service people who have experienced or knowledge of the problem.

For bigger businesses/projects do not be afraid to build 2-3 teams of 4-6 people to identify the initial root problems- each taking over a department or business unit. This will help you be much quicker at building a new action plan.

Step 2. Give the problem a relevant name:
At the head of your fishbone write down the problem’s name. This is very important, allow 5-10 minutes to discuss this, depending on size of the business.
Each team will have to agree on the issue to tackle. Be as specific as possible as this will redirect you at later stage to sub-categories.

Step 3. Decide the major categories: Create a root cause diagram on flip chart to include: People, software or servers, methods used, material and/or environment.

Step 4. Brainstorm session: Now its time to brainstorm the issue – start a session by listing potential causes – here you just ask three to five “Whys”. Make sure you repeat the process for each category previously listed.

Tip/Suggestions: Write onto self-stick-notes and place them under the relevant category.

Step 5. Review the diagram: Agree, validate and eliminate causes that do not apply.

Step 6. Start a second brainstorming: with categories with less items to find quick relevant ideas without stopping anyone’s creativity.

Step 7. Time to validate and finalise the diagram: Here you must identify the causes that are most critical, and urgent follow-ups.

Step 8. Control stage

Conclusion:

In 2017 and going forward, you’ll need to quickly spot and solve any digital digital marketing situation. Get deep inside on your analysis, draw and understand the priorities. From there, replan, realign business goals and focus on your audience lead funnel while refreshing and/or optimising existent content. Secondly, concentrate on mobile optimisation and third, I would strongly recommend you improving your website loading speed as part of your overall strategy.

Also, forget all the trendy gadgets, plugins and other fancy stuff as these aren’t essential to help your business provide valuable and relevant content to your readers or end-users.

Every business is different, what is working for your competitor may not work for you. Like I said above, if you want to save your digital marketing strategy you’ll need to first assess or audit to see what is not really working for you. Start with your goal priorities, revise them and work the plan, educate your team, republish your content, make it valuable, unique and persevere, so you can finish the year with a smile on your face.

I also think that marketing strategy is much more than tapping into that egotistical concept  or product idea, if you see what I mean.

If well designed, mixed, followed and aligned your content strategy can deliver and empower your overall strategy on its own, and that from the moment you deliver the value people are expecting, whether it is through emotional facts or educational meanings.

But one of the ways to do this quickly – is to implement and/or customise your marketing automation process to get you activity reports across departments (know when and what your leads are reading) and get sales lead intelligence (lead tracking and scoring setup asap so you will know where to go.

Do not attempt to persuade people (old school tacticts) who read your blog post when you absolutely don’t know what they’re looking for, what their pain points are, etc. Your business can actually have a much more pivotal role in your industry if you do your home-work properly.

Thanks for reading this post.

Do share it around you and please leave a comment if you enjoyed or find the topic useful. 🙂

How To Craft Great Content Marketing in 11 Steps

How to craft great content marketingContent marketing is more important than ever, according to a recent study, 56% of B2B find it an effective way to deliver return on investment (ROI).

So the common question is :

How do you create personalised and engaging content marketing?

Why do you think big brands call on advertising agencies to help build their content marketing? The answer’s simple, because these people are specialists, who spend weeks manipulating tonnes of data and surveys (on behalf of the brand) in order to have insight into what the customer wants and needs when launching a new product.

The other obvious reason is that they can afford to pay someone else to do the research for them, thus saving them time, and time is money.

What can we learn from their content marketing?

Think for a minute and allocate an hour of your time. The aim here is to analyse and understand their way of communicating with their customers. So here’s the challenge.

Pick up one of your preferred brands and ask yourself these questions:

  • How they built and maintained their brand reputation?
  • Which channels are they using to share their content and get the consumer’s attention?
  • Why and when are their customers coming back for more?
  • What titles and catchy phrases are they using to attract their audience?

 

So, have you got the idea. Not yet? You’re probably thinking – they have got a much bigger budget than we do, making it easier to hire people to create their content marketing. Well that’s true, but let me ask you this question.

Would you be interested to learn how to craft content marketing yourself ?

If the answer is yes, start by collecting your thoughts, gather some material and we’ll provide the framework for how to create your own content marketing.

Here is the 11 steps to follow:

1. Do market research – collect, analyse customer information, identify which digital channels they are using and build specific keyword groups.

2. Know your audience – based on your customer analysis identify your ideal customer’s world, for each persona groups. Remember always address a pre-identified segment of your audience with positive trigger words that push people to have a reaction whether that’s physical or emotional. We suggest to create and populate a buyer persona spreadsheet with details. This the most important part in your journey. We call it the audience and/or buyer’s journey.

3. Talk expertise – A decent copywriter looks to apply a concentrated number of high-power words and phrases that will deliver results starting with engaging business themes that will resonate with different types of reader. If you’re just starting emphasise your belief and go for an authority blog. The main aim here is to nurture your prospect’s soul with your expertise – that is your very own content.

4. Create killer headlines – Turn your headline into a magnetic title – make sure your main keyword is near the beginning of the title. Create attractive, controversial, informative headers. The idea is to capture attention and invite content focusing on reader’s needs, problems or opportunities.

Above all, ask yourself what added value can your business offer ?

5. Create great content marketing – Not only helps readers benefit from your knowledge and experience, but also makes them more likely to want to share it. So, remember this, any content you produce needs to be highly relevant and delivered with the right tone, otherwise they will ignore it – or fall asleep!

6. Keep body text simple and direct – Re-formulate your headline and clearly develop what the benefits are – make use of bullets points to show it. Also do not promote your brand name throughout the whole page.  If you want online readers to love your products and engage you’ll have to change your pitch and make it something engaging, subtile style which grab people’s interest – What’s in it for them“.

7. Include an image or two – Visual content empowers and grab readers’ attention. When possible, use images that include human expressions to maximize the impact. Consider mini-infographics, they work well in all aspects.

8. Use case studies – You could sit there and write brilliant marketing copy stating how great your product or service is, but unless your audience can see how it has benefited someone like them, they’ll probably think it’s just PR. So where possible use “real case studies” to enhance your content selling power.

9. Link content pages – To further support your SEO goals, include links to other relevant content you’ve created, both on and off of your site. Also link product features / benefits on third-party sites with specific keywords within your content. When writing your articles, do it with content marketing optimisation in mind, look for one main keyword only, but you also can and should use multiple synonyms within your phrases.

10. Write content strategy with style – One of the major challenges digital copywriters must understand is that copy or content must be intriguing, strategically developed and if you want to really engage your target audience you must tell the story about your brand, and not a load of blurb about your strategy, or product features they’re not interested. See example below.

Remember, your audience want to know and will ask: “What’s in it for me?“.

Content marketing Whiteboard Friday -

Image source: Moz – From Whiteboard Friday by Rand Fish

 

You also must include a call-to-action on your landing pages and blog articles.

Here’s how:

First and foremost before sticking to a single Call To Action (CTA) you must test it two to three times and see which works better.

Example: create a CTA in the middle and the bottom of the page, then another one with single CTA on the top hand-right corner. For B2C sites you can go for a sale directly as the person may not return to your site. For B2B, the sales funnel will be divided into phases. You need to start by offering something free behind your e-newsletters so you can collect email addresses in return.

Secondly, after a month or so you should take a look at how many conversions you’ve made. If you’ve only converted a few, look at your sign-up form and landing page – and ask yourself this?

Do I offer any added value or benefits? Have I promised to respect their privacy?

Thirdly, think how and when you need to keep nurturing the conversions you made.  So, you should follow up with one or two emails that offer added value or an unexpected report or case-study with a call to action. Personalise the email including short content with link for conversion . Some businesses follow up with some courtesy calls, great opportunity to get to know your subscriber, don’t you think?.

If you write a company newsletter you need to think about your long-term commitment otherwise your content will have no genuine impact.

11. Control and listen the crowd– Set measurable objectives from the start. Example: Site or blog pages unique views with newsletter subscriptions – you must target these with simple processes allowing you to track things like: click-through rate (CTR), time spent on page, bounce rate, unique visitors, city or country, keywords etc. Without these in place, it will be like navigating in the dark, becoming harder to measure and unable to tell how effective your content marketing is.

For total beginners, we suggest reading two essential elements from CMI marketing experts. I’ve followed Content Marketing Institute for over five years and I will recommend you to do the same. Joe Pulizzi and his team have helped marketers how to become real publishers – created hundreds of concise material, guides that you can read, use and download. They explain you how to quickly learn, lay out the steps to start your own blog. After all, you always go quicker with a step-by-step guide.

 

Conclusion:

All the steps above will deliver great results if blended with the right attitude. It will motivate you even further, when seeing comments or likes, inspiring you to write and continue this journey until you become a serious and respected copywriter. Hard to believe? Maybe, you’ll never know if you don’t give a try.

Research and listening are the first steps to succeed in your content strategy #Contentmarketing #Bigdata Click To Tweet

Remember that any content marketing starts with a clear strategic mapping plan that should include everything from listening, keywords, search volume and customer relevancy to blog posting, linking (internally and externally) and of course integration of social networks. All the above need to be planned from scratch in order to know what areas or content marketing topics you should be creating or improving. But first, analyse and measure your actions in order to see how effective your content marketing is.

 

Does your business need some extra help? Contact us today – 01252 679885 for an informal chat.

Post updated:16.11.16

 

Why A Solid Strategic Planning Is Crucial?

Adopting a strong business strategy vision
Business strategy vision

Why a solid strategy planning is crucial for so many modern businesses?

Many businesses are struggling to adapt to to the current digital economy. But it shouldn’t be that way. Here we will explain why you should implement and revise your strategic plan.

I like to think of the Internet as an immense and endless motorway (bear with me), with multiple exits (links) off to different towns, shopping and entertainment venues, that you or your client can access without leaving the comfort of their own home. And lets face it, far more appealing than being stuck in a traffic jam (if you’ve ever been on the M25 you’ll know exactly what I mean).

“Image courtesy of Photokanok / FreeDigitalPhotos.net”

Business strategy or model, the chicken and egg question..

A digital strategy must come from the business model itself and not the other way around.

In this next section I will sum up how EasyJet have survived and become one amongst the top leading low budget airlines. Branding themselves as Europe’s “efficient low-cost airline” and how this practice has been key in their business success .

EasyJet Business Strategy Key Point

In December 1997,  Stelios was facing the following dilemma: Should Easyjet invest and create a website for direct bookings or continue to take calls? – This was suggested by their advertising agency. At the time, Haji-Ioannou’s reply was  –“The Internet is for nerds, it will never make money for my business”  Later on, the marketing department got the approval and went for the digital trial period.  The idea was to use Internet as the main booking platform, where flights were priced cheaper than booking over the traditional phone system. In parallel they start promoting it through online platform advertising.

The digital strategy really paid off as within the first year they made over 50% of bookings via their website alone. Six years later, the online bookings reached 98%.  Not bad at all. So, the question here is: should we experiment new tactics and embrace the digital era? Well, you only have to see for yourself.

EasyJet also made a great number of strategic decisions in it’s business model including: flying directly to main airports, low ticket prices, smaller Airbus aircrafts, quick turnaround times, no class system seating on the planes, speedy boarding. But have a closer look at the results:

  • Main airports throughout Europe = Low airport fees
  • Created first Internet booking system April 1998 = Fast sales
  • Enhanced digital services = Via Facebook and Twitter
  • Low ticket prices strategy = Increase volume of clients
  • No travel agents = No middle man costs
  • Standard class seating on every flight = All passengers are equal
  • Speed boarding = Priority seat access (fee)
  • No free meals or drinks = Revenue opportunity

This example shows you how you can learn, adapt and contribute to this fast paced e-economy at low cost. They had to move quick as a result of the deregulation of the aviation industry reforms in Europe in 1997.

Important note: We are not talking or focusing on EasyJet’s 2012 customer service criticism. If you want to read more.

Can your business switch to digital and follow this example?

The gradual change from the traditional business model concept has led to continued success for businesses large and small. This could be the difference between your business making it or failing during these austere financial times.

Ask yourself these eight quick questions:

  1. Can you answer in less than ten seconds exactly what your business does?
  2. Where do you see your growth coming from in the next two-three years?
  3. How will you finance your future growth?
  4. What problems/options will you face?
  5. What constraints will you have and who will your competitors be?
  6. Why will potential customers buy from you?
  7. What direct threats is your business facing?
  8. Is digital planning relevant in this fast changing world?

The above are just a small selection of questions that you may or may not be able to answer.

Conclusion:

A recent study revealed that 76% of businesses are missing this essential part – control and measuring potential threats to their business on the long term. Of course, it all depends on the size and culture of your business. Planning may not seem relevant to you as a small business, but I can assure you that those who have achieved success, have done so because they have a clear, well defined On and Off-line strategy. Businesses that don’t follow the digital road will struggle and may well see their doors closing sooner or later.

An intelligent business will analyse competitor’s and sometimes borrow ideas from other industries, in order to gather insight and develop fresh tactics to their advantage.

Going back to EasyJet analogy – they borrow its business model from United States carrier Southwest Airlines*. They have re-adapted the model for the European market through further cost-cutting measures as not selling connecting flights or providing complimentary snacks on board and advertise their offer on social media.

*[Extracted from Wikipedia]

Now we have reached the point where every company should have a clear set of goals and objectives in order to achieve maximum success.

I want you to download our 2013 Strategy Guide Essentials and complete the 9 items on this list and start implement them in the next few days. Once you have done it, drop a comment on this post sharing your experience.

 

For more information on how to improve your business strategy, call 01252679885 for an informal chat. Our consultants have proven expertise in online repositioning and boosting operational strategic growth.

 

Update date : 23.04.16