What Politicians Can Teach Us About Audiences

unnamed (7)The midterm elections may have wrapped up just a few weeks ago, but many are already turning their attention to 2016 and who may or may not make a run. In living rooms across America, people are letting out a collective sigh, knowing that when the next political season begins, they’ll be bombarded once again with advertisements trying to convince them that one candidate or another has the experience and ideas necessary to take the country in the right direction.

While it’s easy to grow weary of political advertising, if you ever stop and just focus on the message, instead of the politics involved, political candidates can actually teach us all a few things about marketing.

Politicians understand their audience

Successful politicians are master marketers. They construct narratives, brand stories, and reputations, and they work to inspire loyalty and admiration. But one of their most intriguing campaign techniques is the art of tailoring their message to the audience they’re trying to reach.

Politicians must appeal to a wide variety of voter groups and constituencies. When a politician is speaking with representatives from a certain population, or is developing an advertisement most likely to reach this particular demographic, they’ll use language and cover topics that are more important to this group.

Why? Politicians understand that the best way to influence people’s loyalty is by tailoring their message to what matters most to each voter group. Generally speaking, young people know that Social Security is important, but it doesn’t typically impact their daily life. On the other hand, seniors understand the importance of education and jobs for a thriving economy, but most retirees don’t find these to be pressing concerns for them personally.

The successful politician takes these generalities and develops a message that speaks directly to each respective audience.

Taking the lesson home

If you want to grow your company, you need to do the same thing as these politicians. Take your buyer personas and carefully examine the issues and challenges that impact them the most. Discover what motivates your buyers, where they struggle, and how your products or services can meet their needs. Use this information to tailor your marketing messages, so you can reach your intended audience. Just like different voting groups, your different personas might be motivated by different things.

When you tailor your message and your voice to each potential audience, you’ll greatly enhance your odds of reaching them and converting them to your brand. Rather than tuning out the politicians during the upcoming election cycle, take a lesson and learn how to make your own message speak directly to your particular buyer personas.

3 Key Marketing Trends to Add to Your Strategy for the New Year

unnamed (6)Like many business leaders, you realize that digital marketing is here to stay. But you also know the marketing landscape is changing rapidly, which means that 2015 will bring many new ideas and necessities.

As you look back on your past year’s marketing and start developing plans for the year ahead, now is the perfect time to review some of the expected trends for 2015, so you can begin incorporating them into your campaigns. Here are three trends to consider.

The art of personalization

Developing relationships with prospective customers and nudging them closer to conversion is certainly nothing new. We all know that customers appreciate companies who care about them on an individual basis and take the extra time to address their concerns.

In 2015, however, the idea of personalization will go from a ‘nice extra’ to a necessity. Consumers have started realizing they’re in control of more of the buying experience. They’ll continue to seek companies who are willing to give them the more personalized attention they deserve.

Personalization must permeate your entire organization. Customers want to bond with you as individuals, not just as a brand. They appreciate hearing your story, seeing pictures, and learning about the people behind the scenes at your company. While such content shouldn’t consume all of your digital marketing, you should take the time to develop a one-to-one relationship with your customers.

The role of data

This is another area that will quickly move from trend to necessity in the coming year. While many at the forefront have already started collecting hard numbers to measure the effectiveness of their marketing campaigns, it will become increasingly important for all businesses to follow that trend in the year ahead.

Digital marketing provides enormous potential for data collection. You can learn about where your page viewers are coming from, what they’re doing on your website, what engages them the most, what common characteristics they share, and how much money you’re spending for every lead and customer. This information will give you the tools you need to refine your campaigns, pinpoint the weak spots, and find ways to improve your efforts, while reducing costs and increasing the number of customers who convert.

Better internal communication

In 2015, efforts at improved communication will play a big part in planning and implementing digital marketing strategies. When you focus on improving communication between departments, two things happen:

    1. Employees have a better idea of what is expected of them and how their job fits into the larger company picture. This increases their work satisfaction and the way they present the brand to the public.

 

    1. Leads are better managed internally, as everyone has a clearer understanding of the role each team plays in the process. Departments work together in better harmony, and conversion rates improve.

The upcoming year is sure to bring many changes to the digital marketing world. Keeping these three key areas in mind will help you improve your strategies and standing as the new year begins.

5 Tips for Developing Content That Will Resonate With Your Audience

When developing content for your website and marketing materials, you want to create pieces that will resonate with your audience. This will encourage them to read what you’ve produced, share it on social media and with friends, and — most importantly — remember what you said. Strong content will enhance brand loyalty and improve the success of your entire marketing campaign. Here are five tips to help you create more meaningful content.unnamed (5)

Analyze your buyer personas

Buyer personas exist to give you insight into the people you’re trying to reach, so use them to produce the best types of content. Gather information such as:

  • the challenges your customers are facing
  • circumstances that prevent them from buying
  • their budget
  • their goals

This type of information should give you clear guidelines about the kinds of content these people will pay attention to. If you don’t know the answers to these questions, interview your existing customers and take surveys of your target population.

Look at what content gets the best responses

Take a look at your past content to see what people respond to most frequently. If you thought a topic was only mediocre but it managed to generate exceptional traffic and attention, you can feel pretty confident that it resonated with page viewers. Use past site data to plan future content on subjects that garner the most interest to keep visitors engaged. Create videos, experiment with different formats, or dive into hot topics from a completely new angle.

Examine multiple formats of content

Different formats, such as video, are increasingly catching steam. People enjoy watching videos to get up close and personal with the people they do business with at a company. Monitor your video views and see how well customers are responding to your productions. This will give you insight into how often you should work to produce this type of content.

Offer genuine value

Some companies get hesitant about producing real value for their readers. They imagine that if they give away all their ‘secrets’ no one will need to hire them. No blog, however well-written, ever made anyone a complete expert on a new industry.

Instead of worrying about revealing too much, work to offer real value to your readers so they can see the expertise you have to offer. It’s this kind of genuine value — not wishy-washy, bland content that teaches people nothing — that will turn readers into followers and followers into customers. The more value you can offer readers, the more they’ll come back to read your posts again. Don’t be afraid to take a stand, form opinions on subjects in your industry, and produce content that’s worth reading.

Understand your customers’ current situations

When your company appears on top of the issues facing your customers and sensitive to their problems, people will naturally gravitate toward what you have to say. If you acknowledge and address news in your industry, your customers will appreciate that you’re keeping them informed. Look for ways to keep the timing of your blog posts relevant. For example, in the winter, a plumber might write blog posts about how to keep pipes from freezing, what to do if they do freeze, and similar bits of information that show an understanding of the struggles customers are facing right now.

Producing meaningful content is key to keeping your website visitors engaged and continually returning to your blog. These five ideas will give you the tools you need to produce posts and information that will resonate with your readers and inform them, which can improve your conversion rates and the success of your marketing campaigns.

What We Can Learn From Writing Holiday Wish Lists

As the holiday season approaches, children across the country will sit down with paper and crayon in hand to spell out exactly what they hope to get during the upcoming festivities. This year, Frozen-themed toys are likely to top many lists, as are the latest video games, some popular action figures, and other toys that have been flying off the shelves. Many children will compare notes with their friends at school to get ideas about what to ask for and to see what’s already on other people’s lists.

This sharing of ideas is an example of the psychological phenomenon known as ‘the bandwagon effect.’ From the activity of writing a Christmas list itself, to the toys that appear on it, children are influenced by what their peers are doing. This principle impacts all of us, no matter how old we are or what the subject matter is. Regardless of how independent we’d like to think we are, the truth is we’re all heavily influenced by what our peers are doing.unnamed (4)

According to the bandwagon effect, we’re all more likely to do something, buy something, or use something if others are doing it. We all desire to be part of a larger group, which leads us to follow others to the latest trends and fads. People become more willing to try new products or services when they find that others are trying those products and are happy with the results.

For marketing, this can be valuable because it means your products and services can grow organically. Learning how to capitalize on this effect will give you the tools you need to make your products seem appealing to the crowd, which will enhance the bandwagon effect and your potential for word-of-mouth advertising.

How to use the bandwagon effect to your advantage

The bandwagon effect is all about convincing people that using your products and services will make them part of an established group of satisfied customers. There are several ways you can leverage this type of advertising.

  • Use customer reviews prominently on your website to show your page visitors that others have been pleased with your products.
  • Use images of satisfied customers on your website.
  • Encourage followers on social media to post pictures and stories of themselves using your products and services and the successes they have had.

You can also use the bandwagon effect to create feelings of belonging among your users. Start by creating spaces for your customers to speak to each other and compare their use of your products and services. Customers can discuss how to grow their own businesses while taking advantage of what your company has to offer. This will encourage people to feel as though they’re part of a special group, encouraging more feelings of loyalty. Facebook groups, user forums, and even just the comment threads on your company blog are good places to begin these conversations.

Helping your customers feel as though using your products and services introduces them to a special group can improve brand loyalty and encourage people to continue to use your products. Just like children designing their holiday wish lists, customers enjoy comparing notes with their friends and feeling as though they belong to a particular group. Use the above tips to encourage these types of emotions in your customers, and you should see growth in your brand.

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5 Metrics You Should Measure in Every Marketing Campaign

Measuring your marketing campaigns is the best way to determine the success of your efforts. Without accurate measurements, it’s easy to be misled by regular market fluctuations or emotions. A few key areas can help you gain important insights into how your campaigns are performing and where they can be improved. Here are five metrics you should use in every marketing campaign, no matter how small it might be.

Where your traffic’s coming from

It’s important to measure your rate of traffic and know where your visitors are coming from. Identifying how many people click on your ads, follow links from other sites, or find you through search engines will make it easier to identify what aspects of your digital strategy are having the most success and which ones need more work. This data will also give you a better idea about what keywords and offers are the most attractive for customers, so you know which ones need the most attention.

Similarly, with mobile devices representing an ever increasing percentage of the e-commerce market, determining how many of your customers are arriving from mobile devices will help you know how you’re doing in reaching this important segment.

Your conversion rate

Once visitors arrive at your site, you should be measuring how many are converting and where they’re doing so. Track their engagement with the site, including how many pages they visit before they find themselves on a page that encourages conversion. Knowing which pages and types of offers have the most success with your customers will give you valuable information about how to refine your campaigns to better reach your customers.

Your cost per lead

As you measure your conversion rate, you should also calculate your cost per lead. How much are you spending on average for every lead you acquire through your marketing efforts? Just divide the total cost of each marketing campaign over the course of a particular timeframe by the number of people who converted in that period. Armed with this statistic, you’ll be able to see how one marketing campaign compares to another in terms of success.

Your number of return visitors

Page popularity and customer engagement are measured not only by the number of people who find your site, but also by the number of people who return more than once. This will give you insight into the number of people who view you as an authority worth remembering. The more engaged your page visitors are and the more memorable your brand is, the higher your conversion rate will be.

Your cost per customerunnamed (3)

You should also carefully monitor the final cost for every customer you gain. This, combined with your other metrics, will let you see how well your campaigns are performing and how many new customers you’re pulling in for every dollar you spend. These statistics can be particularly helpful when convincing others in the company to maintain or increase the marketing budget.

Marketing metrics can be valuable tools for improving your campaigns and learning how well they’re performing. Metrics take the guesswork out of determining if something was a success. When you pay attention to these five key areas, you’ll have a very good idea how your marketing is doing.

How Much Personality Should You Add to Your Company Blog?

Many businesses struggle with the value of adding personality to their professional blogs. You might have heard that customers like to get to know the people behind the company brand to help build those crucial relationships, but you’ve also heard that blogs are supposed to be centered around building value for your customers. How are you supposed to reconcile these two seemingly opposing ideas?

Balancing your blogBusiness team covering face with white paper except for one womanYour blog should really be doing both. The key is learning to balance the blog. The primary focus of your blog should always be providing value to your visitors. These are the posts that are most likely to bring new visitors to your site, answer their questions, and convince them that you’re an authority worth their attention. In general, you want about 75 percent of your blog posts to fall into this category.There are some visitors, however, who read your blog because they’ve gotten to know your company. They already know they can trust your judgment, so they turn to you for regular industry updates or when they’re looking for information. These are the visitors who will likely be most interested in learning more about your company on a personal level. Since you want to develop content for your visitors on every stage of their journey, you also need to develop some content for this type of reader. Set aside about 15 to 20 percent of your content as more self promotional. These posts can include case studies, product information, and ideas about how to maximize your company’s products and services. Then reserve about 5 percent to 10 percent of your posts for more personal information.

What to include in your personal posts

Your personal posts can include a variety of different types of information that will give your potential customers insight into your company and the people who work there. Here are some ideas about the kinds of things to include in this section:

  • posts about company gatherings (such as your holiday party), including some pictures of the celebration
  • employee spotlights, where you highlight the employee of the month and give a fun interview that helps the reader relate to this person on an individual level
  • announcements about new hires
  • video walk-through tours of your offices and production facilities, so visitors can see ‘where the magic happens’

Including occasional posts like these on your company blog will help customers place a face with the name. When they receive an email from your company or a response to an inquiry, they’ll no longer be dealing with an anonymous person, but an individual they feel as though they know.

The hidden benefit of personal blog posts

As an added bonus, speaking about your employees and highlighting their accomplishments can help make your workers feel more appreciated. They’ll feel as though their work is noticed and valued by everyone at the organization. This helps create a happier workplace and can help reduce employee turnover. When your employees are happy, they project that happiness to your customers, which helps improve customer satisfaction.

Personal blog posts can be a fantastic asset for your organization. They can help build customer relationships and make your employees happy. Using them wisely can help grow your company and improve your marketing. If you’re ready to begin a new marketing campaign, let us know! We’ll be happy to help you get started.

Just What the Teacher Ordered: The Business-Building Benefit Marketing Reports Provide

By the time most of us graduated from high school, we were well acquainted with researching, writing, and editing reports. College often meant more of the same.
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While few would list report writing as a “highlight” of their academic career, those hours spent compiling reports were not spent in vain. Sure, report writing helped many of us learn how to plan out a project and conduct research, but they also taught us a bit about the topics we were researching, too. By forcing us to look in depth at the various subjects we were studying and analyze them from a number of different angles, we gained a far better comprehension of the subject matter than we might have if we had just read the textbook.

It’s important to remember those benefits, especially when it comes to marketing your company.

How marketing reports are like your old school reports

Like their high school and college counterparts, marketing reports can also feel frustrating. People often view such assignments as time wasters that are only done because they’re demanded by the c-level executives upstairs. In reality, however,marketing reports can offer considerable insight and help everyone better understand the company’s marketing strategies and how they can be improved.

When you sit down and really invest the time needed to complete a thorough marketing report, you’ll walk away with a much better understanding of your company’s current marketing practices, how well each campaign is performing, and how it all relates to your company’s bottom line. Without a well-researched report, it can be easy to gloss over weak spots and overlook opportunities for continued growth.

What a marketing report should exam

There are an infinite number of metrics a marketing report can examine, but some have more appeal and a greater ability to shed light on the success of your marketing strategy. Here are a couple to consider.

How much does it cost the company, on average, to obtain each new customer?

Take a look at your total cost in sales and marketing over a given period of time. Then see how many customers you obtained in that same period. Divide the cost by the number of customers, and you’ll have your average cost of obtaining a single customer.

Determine what percentage of that cost is related directly to marketing, so you can see which campaigns worked and which ones didn’t. Such insights can prove valuable in helping the marketing team improve their regular performance and illustrate the success of any changes made.

How many leads were generated directly from marketing?

Your marketing team should also be able to report how many successful leads were generated specifically from marketing efforts. Begin by calculating the percentage of customers who began as marketing leads. Then look at how many leads started elsewhere (e.g., in sales), but were influenced by the marketing department before making a purchase.

For added benefit, try to break down specifically where these marketing leads are coming from. Are prospects downloading certain ebooks? Do they subscribe to your blog? Did they take an online webinar?

Marketing reports offer valuable information about the state of your company’s marketing programs and what can be improved. Although they might be viewed with the same frustration as the school reports of your youth, they can also offer incredible insight and education. So don’t overlook the opportunity reports provide to regularly analyze the success of your marketing efforts.