RSS

Tag Archives: marketing strategy

How Colors Influence People: The Psychology Of Color In Business Marketing [Infographic]

Colors, Colors, Colors…

infographic: How Colors Influence People: The Psychology Of Color In Business Marketing

 

Tags: , , , , , , , , , , , , ,

The Key Ingredients to a Winning Mobile Content-Marketing Strategy

When you think about the different ways customers land on your company’s website, mobile is most likely a growing driver of traffic. According to the latest statistics from Pew Research, 56 percent of Americans own a smartphone and 34 percent own a tablet. Then consider that 63 percent of smartphone owners use their devices to go online.

Does your content-marketing strategy take these trends into account? Plugging new channels or technologies into your existing content strategy isn’t enough. As a business owner, you need to consider how your site and your marketing are being delivered over the devices people are using. If you’re not delivering your marketing messages in a way that’s tailored specifically to the experience of a smartphone or tablet user, chances are you’re turning customers away.

Here’s a closer look at some critical points to consider about your company’s mobile content-marketing strategy:

Mobile isn’t just about the device. Don’t just look at the mobile channel as a series of devices. It’s true that your content needs to be optimized and look great across different brands of tablets and smartphones. But mobile is also about the context and behaviors of your customers while they’re on those devices.

What are they doing on that smartphone? Are they accessing content relaxing at home, or glancing quickly during their commute? Your content strategy needs to represent a deeper understanding of your users’ mobile context and what that means for both your content and experience creation.

For example, I recently bought a new home theater system. As I was setting it up in the living room, I realized that I lacked a particular part to enable the wireless rear speakers. I needed to figure out how to buy that part while I was next to my speaker system so I could examine their part numbers and other information printed on the speakers. I pulled out my iPhone and began searching the web. Plenty of suppliers had the part available, but I made my purchase based on what I needed at that moment: Assurance that it was the right part, trustworthiness of the supplier and a reasonable price. I purchased from the supplier that was able to convey each of those things in the easiest, most efficient manner on my smartphone.

Base your strategy on how your audience really uses mobile. An effective mobile content strategy demands an understanding of your audience’s mobile usage. Marketers like to imagine they know their customers. But the reality of mobile usage may differ from your perception.

Part of your audience profile should focus on how mobile fits into your customers’ lives. What devices are they on? What kind of an experience are they looking for from you? Data from your existing website analytics program can give you mobile insights, as can targeted surveys, to form the foundation of your mobile content strategy.

Think before you shrink. The old model of content creation was to adapt content from other formats, usually the web, to a small screen. Text was chunked differently, visuals updated and overall layouts simplified and made more “tappable” for touchscreens.

Instead, look at all of your content through a mobile lens at the point of creation. Copywriting and visuals should be as short and minimalistic as possible, while effectively conveying your message. Then adapt your ideas from there to the bigger screen. Scale content creation up, rather than down.

Rethink your user experience through design. Every business needs a website that looks great and functions well on mobile devices. If information is hard to find or your site is impossible to navigate, you’ll lose customers. But mobile design goes beyond basic functionality. Ask yourself if you’re providing the right experience in terms of content, look, feel, functionality and tools to help your customers achieve their end goal.

Going back to my example about buying the part for the home theater system, during my search for suppliers I found several that had awful mobile design. One in particular wouldn’t even let me add my item to the cart. Needless to say, I didn’t make my purchase from that supplier.

Focus first on the experience, and then optimize the visuals.

Expand your understanding of conversions. In the mobile universe, conversions go way beyond the sale. Signing up for a newsletter, sharing your content or downloading a white paper may be valuable customer touch points. Think about the range of mobile conversions with value for your business and develop mobile content to support that funnel.

Take advantage of location. Geolocation technologies are giving businesses creative ways to engage customers, from sending market research surveys to customers nearby to offering discount codes to drive sales. Examples of these technologies include Apple’s Siri, Google Now and GPS-enabled apps for iOS and Android.

Mobile devices are the lever these campaigns hinge on. Consider how location-based technologies could increase immediate engagement with your customers.

Leverage the rise of micro-video. As visual content such as videos and infographics become the preferred form of content, specific opportunities are appearing for mobile. Short videos on Vine and Instagram have provided marketers another way to reach their audience. What part of your story can you tell in a micro-video? For some interesting takes on Vine campaigns check out Oreo’s campaign and Lowe’s six-second home improvement tips.

Make social engagement easy. Is your content easy to share and easy to engage with? Simple like and share buttons encourage social engagement. If you’re requesting information, avoid long essay questions and forms that are awkward to navigate.

With more opportunities to reach customers and prospects by mobile, companies can stay relevant by creating mobile-focused content marketing strategies. This can help you to concentrate on high-return mobile activities that drive website traffic, engagement, leads and sales.

 
Leave a comment

Posted by on September 15, 2014 in 2014, Business, Social Media

 

Tags: , , , , , , , ,

35 Must-Have Content Marketing Tools [Infographic]

35 Must-Have Content Marketing Tools [INFOGRAPHIC]

 

Social media and content marketing have always made great bedfellows – 71 percent of firms use social as part of their content marketing arsenal, and 53 percent view is as the most effective for their business.

 

Here’s a list of 35 tools across five categories of the content marketing landscape, courtesy of ClickZ.

35 Must-Have Content Marketing Tools [INFOGRAPHIC]

 

 

Tags: , , , , , , , , , , , , ,

20 Social Media Tips To Rule In 2014

Are you looking for ways to optimize your social media strategy in 2014 and beyond. Then, here we go.

In this article, we are going to discuss 20 ways to optimize your social media strategy.

1. Choose the right platform

  • As the technology grows, the social media platforms are also growing. There are hundreds of social media platforms. There are many options beyond Facebook, Google, Twitter, Linkedin, Pinterest, Instagram and YouTube.
  • Take some time to see which platforms are best for your business and start exploring/engaging.
  • It doesn’t require any full-time employee to manage. You can spend few minutes and brand.

2. Use analytics

  • Similar to the hundreds of social media platforms, there are also hundreds of tools to analyze your social media campaign success and failures.
  • Most important thing is, they are free. Make use of them. Also, few provides a third-party analysis.
  • Don’t just collect reports; try to read them, translate them, analyze them and turn them into action.

3. Post timely

  • Do a research and know the best time to post about your industry and its demographics.
  • For many businesses, this is Monday through Friday at around 10am and 4pm. However, this will vary depending on who you’re targeting.

4. Build a relationship

  • Social media is a tool for engagement and a platform to reach your target audience, virtually. It’s a two-way street. So, don’t just preach at your audience, but try to engage them.
  • Make it interactive, get them involved and always promptly reply to outreach.

5. Use images

  • Graphics plays a major role and stays long in mind. People are becoming more attracted to images such as infographics or easily digestible videos.
  • Make use of colors, but don’t overdo it.
  • If you make a video, don’t forget to make it professional and high quality.

6. Make social media special

  • Offer truly desirable things like discounts and giveaways solely to people who follow you on social media. They should be getting something out of being your fan or liking your page.

7. Only bite off as much as you can chew

  • Quality plays the role and not quantity. There’s no point in joining every site that pops up; just pick the apt one.
  • Choose your best social media matches and give them the attention they deserve.

8. Don’t treat it like a personal site 

  • Just because you have 1,000 Facebook friends on your personal site and they always like your inspirational posts doesn’t mean you’ll succeed as a business poster. These are two entirely different arenas, so respect the difference.

9. Hire a social media manager 

  • In an ideal world, you’ll make room in the budget to hire an experienced social media manager full-time.
  • They can work magic and in a fraction of the time anyone else can. It’s a real job (and deserves a real salary).

10. Know when to call it quits

  • If you’re just not performing well on a particular site no matter who’s to blame, know when to end it.
  • Just like any other bad relationship, nobody is benefiting from dragging it out. Fix it or quit it, but make a choice.

11. Build business alliances

  • Figure out other businesses that complement yours but aren’t direct competitors and show them some love on social media. You’re all in this together, and you never know when you could use an ally.

12. Don’t entertain the trolls

  • Once your social media following gets big enough, you’ll have a few trolls and baiters. Handle them professionally, and know when to publicly respond, when to let it go, and when to delete their comments. Each action has a time and place.

13. Don’t sync your phone 

  • If you’re still the one overseeing social media for the business, it can easily turn into a 24/7 project. Don’t let it. Don’t sync your business social media sites to your phone, unless it’s a business-only phone that’s turned off at a certain hour. Taking work home with you is never healthy.

14. Don’t use it as a sales platform

  • It’s pretty obvious why a business is on social media: To improve sales, whether directly or through building customer relationships (which will hopefully lead to more sales).
  • However, this isn’t a direct sales platform so don’t treat it that way. Instead, foster relationships and provide information or entertainment for free.

15. Flesh out your profile

  • Fill out every possible corner of your profile, whether it’s the brief requirements of Google+ or the massive ones of MySpace. This is where your business’ personality is developed and it’s important for brand reputation and management.

16. Build social media into your business plan

  • Whether you’re a startup or a solid corporation, you should still have a business plan in place for growth. Implement social media into it and set goals for different time periods. This is how you’ll see if social media is worth it for you.

17. Make fans want to see your posts

  • This seemingly simple advice is the toughest. What would you want to see as a fan or friend? Find “sticky” posts that have viral potential and people want to share.

18. Make it easy to share

  • Along with number 17, make it as easy to share your posts as possible.
  • Link them to a landing page on your website, another social media site (Facebook and YouTube play together nicely) or your blog.
  • If it’s easy for someone to just click and share, they’re more likely to do so.

19. Strike a personal/professional balance

  • You don’t want to get too personal, but you don’t want to seem stiffly professional either.
  • This is a precarious balance to strike, but when done well, makes fans think they “know you” in the right way.
  • Don’t let emotions get the best of you and save that for your personal site.

20. Grammar matters 

  • Check, double check, and have someone else check each and every things you put on social media.
  • An embarrassing typo can cause a world of hurt and is easily avoidable.

 
 

Tags: , , , , , , ,