Knowing your audience better is your competitive advantage: A case study
Sometimes, the key to increasing ROI is not to expand your targeting, but to refine it. Columnist Kristopher Jones shares a case study where hyper-targeted advertising based on detailed customer personas produced award-winning results. Paid advertising on social media platforms like Facebook and Instagram allows you leverage your existing customer data (emails, names, addresses) to create...
Why writing style matters for social and content marketing
When it comes to effective marketing, writing style matters — but many marketers ignore it. Columnist Mark Traphagen discusses how to cultivate a sense of style for your marketing. I entered marketing as a career relatively late in life. While I rue not having discovered this wonderful world earlier, one of the things I don’t regret is how useful almost all my previous work experiences...
Seeing the trees for the forest with paid social
Everyone’s on social media these days, so your business should be, too. But without paid media, your campaigns could have the impact of a falling tree that nobody is around to hear. If an evergreen tree were to fall over deep in the Oregon forest, would it make a sound? Of course it would. The 2,000-pound tree would slam down with such force that the ground would shake as the noise...
Social media ad fatigue: How to combat it without spending all day making new creatives
Ad fatigue is a problem we’re all too familiar with, so how can you avoid it? Contributor Laura Collins shares key techniques to refresh your creative efficiently and effectively. Every time we step outside our front door, switch on the television or look at our phones, we’re bombarded by advertising — so much so that many people are sick of it. Last year, downloads of ad blockers...
How to measure the success of your digital marketing: key areas to examine
Some of world’s greatest natural born leaders—from presidents and prime ministers to CEOs and industrial tycoons—spend hours writing and rehearsing speeches in order to captivate audiences and steal hearts around the world. But then something completely unforeseen happens. They reach the podium, the applause dies down, and they start delivering their address. Seconds turn into minutes, and...
5 key ecommerce metrics
According to IMRG, the eCommerce market in the U.K. was worth more than £133 billion in 2016. Compare that to the global eCommerce market worth of $22.1 trillion (UNCTAD) and it’s clear to see that online purchasing is taking over the world. The beauty of eCommerce is that it enables businesses to connect with potential new buyers from all over the world, at any time of the day. In 2017,...
5 ways to get your ROI with your company’s social media
Take these key factors into account as you build your social media presence to optimize your brand and ensure maximum visibility. You’ve heard it already: Social media is an essential part of your marketing strategy; you’ve read about it already: Post engaging content, get more followers, get more leads; and you’ve (likely) been told this already: Social media activity and SEO (search engine...
7 ways to get more people to trust your content
These proactive measures can help you separate your trustworthy content from the untruthful stories flooding the internet. Any time we hop on our phones or laptops, we just might feel that the glut of content there is suffocating us. How does that happen? Google the terms “how to,” “what is” or even “social media marketing,” and watch as your screen is...
10 laws of social media marketing
Leveraging the power of content and social media marketing can help elevate your audience and customer base in a dramatic way. But getting started without any previous experience or insight could be challenging. It’s vital that you understand social media marketing fundamentals. From maximizing quality to increasing your online entry points, abiding by these 10 laws will help build a...