Defining The Key Metrics For Content Marketing Success
Spending money on your content marketing can sometimes feel like a pointless pursuit – the rewards and results are often difficult to see and hard to easily measure. You might be frustrated and wondering how you can accurately measure how well – or even if – your content marketing efforts are working?
While traditional reporting and bookkeeping cannot effectively measure the success of your inbound marketing strategies, there are ways to stay on top of your digital marketing. Assessing your metrics in these four key areas can help you get away from this uncertainty and determine the best way forward.
The most important content marketing metrics
Consumption Metrics – Determining how many views you’re getting on your blogs, YouTube videos, Facebook posts and Tweets is fairly simple – you can assess your Google Analytics, your YouTube insights and your social media back end pages. This information is valuable – it tells you about how many people consumed your content and how many downloads occurred. A lot of novices will pore over this information as if it is the holy grail of SEO marketing metrics – but don’t make this mistake and stop here! While consumption metrics are important, you need to go further.
Sharing Metrics – This is a seductive metric; who doesn’t want their content to go viral? Sharing metrics are useful because they let you know how engaging and valuable your viewers find your content – if they are willing to share it with a friend, surely it means you are doing something right. But now that you are connecting to your clients, are you actually generating leads?
Lead Generation Metrics – So by now, you might know a little bit about who is looking at your content and which posts are the most engaging – but you also need to know how many of these views are turning into leads and actually clicking through to your commerce pages. This is really going to help you to determine whether your social media marketing services are making financial sense. In order to track this, you can set a browser cookie and track how often people fill out your lead forms after viewing your content (even if this occurs much later). If your business relies on phone enquiry, set different phone numbers based on different online campaigns.
Sales Metrics – Now we are talking about the really valuable metrics – the ones that measure your sales and let you know exactly what content drove that money into your ledgers. You can note in your customer or prospect database that a potential client viewed specific pieces of content before purchasing your product or service. Over time, you can assign concrete values to specific SEO campaigns and determine the best cost effective digital marketing services for your business going forward.
Be informed by content marketing metrics that matter
Once you have assessed these four key marketing metrics for your digital marketing strategies, you are guaranteed to move forward with only those that have been driving the most sales to your business.
With millions of websites fighting for the coveted page 1 position in Google search engines, smart companies use a local SEO service to bolster their SERP. Many studies have shown that the click through rates (CTR) of the top 1, 2 or 3 positions on page 1 of Google are much higher than websites on lower positions. It is therefore a good investment to place your business on a higher position for visibility and lead conversions.
If the benefit of being positioned highly on keyword search results doesn’t convince, then consider this:
More than 80% of people research online before purchasing in a 10-20 mile radius
Local search volume is growing at 50% every year
97% of people research online for a local business
SEO makes up 40% of all the traffic for your business
34 % of people searching for local businesses online visit that store on the same day
Local SEO service to put your company on the map
The key to local SEO success is keyword research. If your website is not visible for the keywords relevant to your business with high search volumes, it it will not reach its full potential for SEO.
70% of all organic searches will click businesses on page 1 of Google; this can mean the difference between break even and a highly profitable month for your business. Again, if your website is not optimized for the keywords that people search for, it will not make as much in sales.
What additional revenue can I gain from local SEO?
Let us take an example of a private dental clinic based in London. Let us assume conservatively that the conversion rate of people visiting the dental clinic’s website is 13% and the average customer spends £300 on dental services.
The keyword research on Google Keyword Planner shows that there are 140 unique searches for dental clinics in the London area. If your dental clinic business was on page 1 of Google, a 70% click through rate would equate to 98 new visitors. 13% conversion rate from 98 visitors would be 12 (rounded down to a whole number). 12 new customers paying on average £300 each would be £3600. Therefore, ranking on page 1 of Google for new keyword phrase ‘London dental clinic’ can make your business £3600 extra per month in revenue.
As with all revenue projections, there is some guesswork involved. Your dental business in London may have higher conversion rates than the example above; the average client may spend more than £300 each. Being positioned for higher visibility on search engines is guaranteed to bring increased revenue in the long term.
How can a local SEO service help?
Alvomedia local SEO services will find a variety of keywords for your business that can convert well and are relevant for your geographical location. We can customize SEO campaigns depending on your business goals-unlike many other SEO companies, we do not offer a package for local SEO. Each business will be assessed for the keywords targeted and a local SEO strategy for long term revenue put into action. We do not believe in one size fit all SEO because every business is different and keywords vary in competitiveness.
Content can earn links; this improves your online visibility and conversions in the long run. There are many things written about link building but the crux of it is content worth reading and sharing. High quality links can only be earned if the content deserves it. Important websites will only associate with content that is useful and valuable for their audience-this is why publications such as The Harvard Business Review, Wall Street Journal and New York Times are harder to earn links from. Do you want high quality links from well known publications in your niche? Then you need to improve the quality of your written content.
Why low quality links hurt your ranking
Low quality links, such as the ones from mass directory sites, spammy blog roll sites and poor quality guest blogs will cost you your time and reputation. They signal to Google that your website has associations with other poor quality websites. Think about it, would an authoritative, trustworthy website be linked to spammy, low quality websites? To maintain your online reputation and long term visibility, you need to disavow harmful links.
Why shares are not links
Shares are very common in social media marketing but they are different from link building. Social media links can drive traffic to your website and give you brand exposure, but they are not links recognized by Google. High quality links can improve your organic SEO; they signal that your website is worthy of being linked to. The context of social media sharing is completely different from link building. Social media shares are sometimes reciprocal and vanity metrics. You do not even need great content to get reshared. The gold standard of sharing content is to earn links from relevant and authoritative websites.
Setting link baits
Link baiting is a surefire way to get your content noticed. If your content is useful, promoted well and easily accessible then it can be used as link bait. Link baits that ask for consumer information in exchange for content does not work so well. Unless you create the illusion of not asking for anything from readers, link bait should be ungated.
Well researched long form content for earning links
According to BuzzSumo and Moz, long form content backed by thorough research earns the greatest number of links from authoritative websites. In addition to the research and 2250-2500 words content, the most link worthy content also expressed different opinions and and were promoted on social media. This may seem easy in theory, but only 25% of content get links. That means 75% of content published are not link worthy and a waste of marketing resources.
Another link worthy form of content is the listicle. The list content is satisfactory for readers because they provide a solution to common problems. Content such as ’10 ways to recycle your old clothes,’ and, ‘100 ways to use baking soda,’ are popular because they appeal to the human psychology of wanting to know. The list form is also easier to digest.
Spend more time on link earning
Now that you know the most link worthy content and what efforts they entail, it is time to invest in good quality content. This can be outsourced to experienced writers or planned in advance so you can promote it in good time. You need to know where to promote it and who to promote it to. Half of successful link earning requires active promotion. You should be reaching out to influencers, paying for social ads, reformatting your content and retargeting.
Another point to remember is to trim your content but not the information. What this means is eliminating any content that does not add value. Long form content in excess of 2000 words are not waffling if they present detailed research and valuable insights.
Mobile is a word frequently mentioned in the same sentence as website optimization. With 3.64 billion mobile users globally and mobile internet browsing surpassing desktop browsing in 2014, website designers cannot ignore the penetration of mobile devices. Mobile friendly website designs is absolutely essential for success in a mobile user’s world.The 2015 algorithm updates from Google, called Mobilegeddon, has made website owners take action. When 78% of mobile searches for local businesses results in a purchase, it makes sense to make mobile responsive designs a priority in website optimization.
Effective ways to optimize your mobile website
You can test whether your website is mobile friendly by using this link.
Perhaps it is time to update your exiting website for the better. To make your website more competitive in the online world, here are some effective tips:
1. Choose a simple mobile website design
Simplicity is the height of sophistication, or words to that effect. A website designed for business has to convert and focus on the conversion optimization. Everything from the functionality to the layout and call to action buttons has to help visitors make that purchase decision. A website is the first point of contact with potential customers so it has to make a good impression. A clean, simple design with easy navigation is the best.
Here is an example of great style and simple navigation in a website:
To improve the clarity of your website, ask yourself: what can I eliminate to make it easier for my visitors to find what they need on the website?
You can ask your business partners for feedback, or better still, a customer. Generous use of banners and call to actions can clog up the space on a website page. You will want all the menus, navigation and order/checkout buttons to be easily found. Some images are unnecessary if they are not optimized for search engines. This means they don’t have an alt text description or title to help Google understand what it is about. Delete anything that does not help your SEO in any shape of form.
2. Think mobile first website design
A mobile device is pretty small compared to a desktop screen so any mobile optimized design has to be scaled down. Minimal, clean designs works best for mobile.
Here is an example of mobile first website design
Easy to find navigation buttons and bigger texts are some features of mobile friendly websites. Images that appear on the desktop versions of a website would be enlarged even more on a smaller screen. It is important to eliminate any text and image clutters for a mobile optimized design.
A question to ask is: how many times do I have to pinch/enlarge my mobile device screen just to read the information on the website? If the answer is a lot, then you have to improve the design.
3. Search engine optimization at all times
Search engine ranking positions correlate to website conversions. 70% of people never go past page 1 of organic search results and a hefty 18% of organic clicks go to the first ranking. Keyword research on Google Adwords for your specific industry is important as is the placement of your keywords or phrases. The best thing about keyword research is that it will tell you the popularity of the words and projected traffic if you use them for your written content.
Another way is to register for Google Places for your business. In local search results, your website will have a higher chance of appearing at the very top. A pin on the Google map will add further credibility to your business and target leads based on location.
4. Keep your website content up to date
Updating your website information on top of operating the business is hard yet important. You can update the information yourself or outsource it to a marketing team. Keep all the information about your products, services, promotions, special offers, opening times, contact details and images up to date.
Start to optimize your website today
Optimizing your website step by step from today will guarantee you more conversions. The concept of website optimization is not difficult to grasp but it will take patience and effort to implement. Outsourcing your website optimization to a SEO agency is one way to work on your business whilst you make improvements to your website’s design and functions. In a world where every company look for smarter ways to conduct their online marketing, getting the website right is vital to your business success.
Traditional Marketing Tactics Evolving With Technology
If your company deals with certain products and services, it is obvious that you need to do extensive marketing to promote and sell those. Different marketing techniques have been applied since time immemorial. Traditionally, marketing techniques include advertising in newspaper, magazines, television, radio, and billboards. However, nowadays, one of the biggest trends in marketing the products and services of a company is to use digital technology. Digital technology mainly revolves round the Internet. This technology has been proved to be one of the most effective forms of promoting products and services and expanding the reach of the company to the maximum number of potential customers. In the digital space, social networks, website banner advertisements, and website promotion are done largely to promote a product or service business. There appears to be some difference and overlap between digital versus traditional marketing tactics.
Differences between digital and traditional marketing
Given below is a list of differences between digital and traditional methods of marketing:
Communication: In traditional marketing, communication has a one-sided flow. This one directional flow is from the company to the target audience. However, as the users cannot communicate with the company or between themselves, communication is not as effective as in the case of digital marketing technology. With Internet marketing techniques, communication can be multi-dimensional. There are various digital channels through which companies and customers can interact with one another.
Another major difference between the traditional and the digital communication is that the former is better planned and generally takes longer than the modern techniques. This is because publication through mass media takes longer to execute. In digital marketing, communication is instantaneous and occurs in real time. This means that it is possible to reach a large number of customers at the same time and the potential customers can respond immediately and join in conversations with the company.
Flexibility: the way advertisement campaigns are planned and scheduled makes traditional and digital marketing different from one another. Traditional marketing takes time to plan. The campaigns are well planned and follows a specific schedule. There is not much scope of changing plans and making changes in the campaign plans in the middle. However, in digital marketing, there is a lot of scope for changing plans and adjustments along the way. These schedules are based on the behavior of the target audience which in turn will depend on the reactions that the target customers are showing towards your newly launched products. In digital marketing, there is a heightened participation of the customers in the launch and promotion of a new product or services.
Availability and response: In digital marketing, a company is always approachable to the customers through various means. The customers are happy to be able to reach the company 24/7. Whereas, in the case of traditional marketing techniques, response from the company would come either on weekends or during the working hours only. The customers would have to wait for responses from the company.
Advantages of digital marketing strategies
One of the major differences between traditional and Internet marketing is that Internet marketing is fast and more effective. Traditional methods are time-consuming processes and require a substantial amount of time for the results. However, in the case of digital marketing, the result is immediate and you can measure the behavior of your target customers.
2. Cost effectiveness
These days, most of the companies are opting for Internet marketing services to help them promote their products and services.One of the benefits of choosing digital methods for marketing of products and services is that it is cost-effective. Unlike the traditional forms, the Internet is a cost-effective medium for promoting the products and services of a company. The money you spend on marketing produces predictable and effective results!
3. Digital marketing is measurable
You can definitely count the number of people visiting your website and the number of customers you are getting (conversion rate) from Internet marketing. However, this is not possible in the case of traditional form of marketing. It is not possible to calculate the number of people who checked out your banner advertisements or the number of potential customers who have watched your television advertisements.
4. Better brand development
Digital marketing is better for developing a brand. A business that is regularly updated with valuable content on a well designed website can establish a brand and sell the products and services. Creating a website is one of the best brand-building investments that you can make, if you are planning to promote the goods and services of your company. Be sure to contact professional web designers to create a user friendly and responsive website to showcase your company.
Although there are various benefits to digital marketing, it is most effective when used in conjunction with traditional forms of marketing. This is because the audiences for traditional and digital marketing are different and your company may target specific demographics of the population. Maintaining a balance between the two and knowing what to spend on the most cost effective methods is the challenge.
Commonly referred to as a blackhat SEO tactic, tiered link building is a way to increase rankings by driving traffic from a variety of sources through tiered levels of link building. It takes advantage of the way Google spiders crawl websites and indexes them. This tactic is frowned upon by Google and other whitehat SEO marketers who prefer to ‘earn natural links.’ SEO, or search engine optimization, includes any method that manipulates the search engines for higher rankings so this seems counter-intuitive for website owners. On one hand, they need to attract more traffic to their website than their competitors, and on the other hand it could incur a Google penalty. How can website owners increase their rankings and appease Google at the same time?
Building tiered links safely
It is possible to build whitehat tiered links without getting hit by a search engine penalty. The key is to be as natural as possible when it comes to creating this link profile. You must think of the link tiers as levels of quality and relevance to your website:
The first tier links are links to highly ranking websites (or authority websites) that are related to your website’s niche
The second tier links include social media profiles, comments and forums linked to your first tier links
The third tier links point to your second tier links. They are built with the aim to let more people visit your website.
Just like a pyramid shape with the highest quality links at the very top, you are working with a purpose to bring more eyeballs to your website.
How not to do whitehat tiered link building
There is little discernible difference, if any, between earned links and whitehat tiered link building. Whitehat tiered link building mimics the way natural links are made between authority websites and other web 2.0 links. However, building whitehat tiered links must be done properly to increase the authority, and thus-the ranking of their website.
1.Avoid poorly spun content
Low quality content put in a generic article spinning tool is unlikely to survive Google algorithm updates. Since you want to establish your website as an authority, your content must be of high quality to begin with. The time invested in writing unique content that is readable and engaging for humans will be well worth it.
2.Avoid links with irrelevant, or low quality websites
A mistake to make in tiered link building is targeting any website without checking the trust flow and authority first. Even if the website is related to your niche, it has to have a good reputation with low spam and not part of a public blog network (more on this topic later).
3.Never neglect your link auditing
Once you have built your whitehat links, you need to keep an eye on the link profile for bad links. Remove links from websites that get penalized and be vigilant for negative SEO.
4.Do not ignore aged domains
Buying expired domains and using them as your first tier can be effective in link building. You can find aged domains with good trust flow from a domain broker or a website that sells aged websites. This will become part of your private blog network, which you control for quality and predictability when you link to your main website. Be careful of low quality private blog network (in actuality public blog network) services that put your website at risk of a penalty.
5.Be flexible in your whitehat link building tactic
Test the different links, anchor text ratios and websites. Use whitehat tiered link building in conjunction with other SEO tactics and never rely on one tactic alone.
Will tiered link building survive Google updates in the future?
That is anyone’s guess as to what Google will do. SEO will continue to evolve and become more sophisticated to help users find the most helpful and high quality content. If you produce spam, then you really deserve to be penalized when Google improve their spam filters. Link building is not a tactic to dupe Google and search engine users; when implemented correctly, it is meant to increase the relevance of your website for search queries. Out-linking the competition is not the answer.
Since the introduction of backlinks as a ranking factor in 1998, Google has changed their algorithms countless times to gauge the usefulness of a website. Linking is a sign of popularity but Google never explicitly said that it was the only factor for ranking. This is the reason why website owners must diversify their SEO tactics to survive future updates. The only certainty is that Google will focus on websites that has a great user experience across all user devices and mentioned by other authoritative websites.
Digital marketing is a heavy load to carry on your shoulders alone. How about sharing this burden with a marketing agency? No? Okay, then check out some free online marketing tools available to marketers. These come in many types. They can help you with SEO, content marketing, email marketing, social media marketing, and inbound and outbound marketing. In short, they provide shortcuts for every kind of online marketing.
Free online marketing tools to help you get started
Here is a list of marketing tools that every marketer should know about for his or her online marketing campaign.
This analytic tool tells you how useful Google thinks your website is in terms of relevance, SEO optimization, and the like. It provides you with a list of research and resource tools.
Boomerang For Gmail
This handy software for gmail enables you to follow up on your emails so you can never really forget to reply. You can also use this to send mass mail and even build one.
Buffer is what you need if social media marketing is not working out too great for you. It will collect your posts and then send them on prime time for enhanced visibility and greater social presence.
This little well known Google app is designed for those of us who are in the niche of technical writing or technological businesses. It will provide you with the latest developments in your field of interest using authentic sources.
Hubspot’s Blog Topic Generator
Yes, it is a real software. There comes a time for every writer when writers block make writing uninspiring. At that time of need, use Blog Topic Generator to give you great ideas by simply entering a keyword.
This software has everything a marketer needs to establish a good marketing campaign with high ranking for his or her site and products. You can research, measure and gain insights through Google Analytics.
Buzzstream Tools Suite
You can use it as an outreach platform along with a link developing software. They also provide other tools such as email list building.
Google Keyword Planner
SEO is almost impossible without this little software. Hence, all of us who are in the SEO business have already used it but if you have not, try it out the at the first opportunity.
An alternative of Google Keyword Planner, MozBar helps you in researching keywords, finding out the popularity of pages and perform page analysis.
Open Site Explorer
An ideal software for researching for link building and comparative analysis. It lets you see which sites link to you and the backlinks your competitors are using.
This software checks for plagiarism and duplicate content. You can check whether your articles are unique and free of plagiarism. You can also check if someone else has put up the same content on the web.
Google has changed its algorithms in favor of Google AMP more mobile friendly websites amongst many other changes. If you are an online marketer, you must know what those changes are in order to understand how they are going to affect the search engine optimization or SEO of a website. The search engine company has set in certain website development guidelines recently that is also having an impact on the ways mobile users browse the Internet – mobile SERPS presentation, Google Play, and a few other website development related guidelines. All these are in cohesion with the changes in the algorithm that the search engine giant has recently brought in.
Google algorithms is now focusing more on mobile and mobile-friendly website design. It is the hottest trend as growing numbers of users are using their mobile devices to browse the Internet. Google is trying to give mobile users the best Internet experience possible. It has made mobile websites efficient and quick. No matter where a user views it – mobile or desktop, he/she should be able to check out all the components of a website easily and conveniently.
The mobile versions of the websites have easy navigation features to browse and find pertinent information. The websites that are optimized for mobile also fit well within the screen of the smart phones. Now you do not have to shift or pinch to see the contents of a site. It has become more convenient and easy.
Why are Google algorithm updates important?
Changes in Google algorithms reflect the needs of internet users. The main reason for the mobile friendly updates is due to the large number of internet users on mobile devices. Changes in Google algorithms are important because they will affect the ranking of your website as it appears on organic SERPs. If you did not pay attention to visitors accessing your website through mobile devices, it will result in lower visibility for your website. At first the lower visibility may not seem important, but over time it will impact greatly on your website’s income and the potential for you to generate more leads. Paying attention to Google algorithm updates will ensure you have the most optimized website for your customers and business.
What are the other recent updates in algorithm from Google?
Google algorithms change frequently and are impossible to forecast with accuracy. It is better to react quickly to any changes instead of trying to change your website before any update rolls out.
Recently, Google indexed around 30 billion links of the websites that have “app indexing” enabled. The android users noticed that the links of the websites for which the users have apps installed are getting included in the search results. Google has started App Indexing as an important ranking signal. Now, the search performed on any of the android mobile device will include links to the respective apps of the websites that the user is searching. The links would also be linked to the apps that are yet not installed in the device of the user. According to a spokesperson from the Google, “If you’ve implemented App Indexing, when indexed content from your app is relevant to a search done on Google on Android devices, people may start to see app install buttons for your app in search results. Tapping these buttons will take them to the Google Play store where they can install your app, then continue straight on to the right content within it.” This change in algorithm is beneficial for the app developers as this will help them get new users and maintain the old ones too.
The doorway pages are those pages that the webmasters use only to get good ranks in search engines, without having any other significant value to the website or the company. These doorway pages actually affect the users’ search experience negatively and thus, the search engine company said that it will penalize the companies that develop websites with the doorway pages.
The “Quality” update
Through this update Google announced that it has changed the way it determines the quality of a website. Following this announcement many websites found a change in their rankings. The search engine giant has changed the core ranking algorithm itself to determine the way it processes quality signals from a website. In short, all these changes in Google algorithm indicate that if your SEO services company is using legitimate SEO techniques and is avoiding the “black-hat techniques” of SEO to get ranks in Google, your website will achieve good ranks and will not be affected in any way. In case you notice a drop in the rank of the website, you should check your SEO methods, content, and the page structure of the SEO services provider you are choosing.
Can you gain high quality leads with social media marketing? The answer is yes: absolutely you can. It is no secret that the social media landscape is shifting and with it comes many opportunities for businesses. Over 75% of internet users have social media profiles; that is 2.207 billion active social media users and 1.968 billion social media users accessing their profiles via mobile devices. The potential, therefore, for acquiring leads through social media is huge.
Every week, a marketer will spend around five hours on average on social media networks. Of course, measuring the actual returns on investment in social media networks can be challenging. There are many variables and metrics to consider. Nonetheless, the fact remains that social media can become a vital part of your digital marketing strategy.
How do you identify the opportunities and grasp it to acquire more leads with social media marketing? Given below are some of the tried and tested ways businesses have developed their brand and generated leads using social media networks.
1.Paid social media ads to gain leads
There is organic social media marketing and then there is paid social advertising. There are many great reasons why you should maintain a balance of organic and paid social marketing; organic reach will help you build deeper connections with audiences and paid will generate more traffic quickly. Here are some astounding case studies showing the efficacy of paid social marketing alongside an organic approach.
The bottom line is, you need to buy attention. Social media networks are saturated with content (see our blog about content shock and sustainable content marketing), and you need a short cut. Here is what happened when North American motorcycle company Castrol Moto used a highly targeted paid social media campaign for 6 months:
As a result of their paid social media campaign, Castrol Moto acquired more leads and increased their engagement rates/fan base. Money talks in social media marketing.
2.Niche down your social media platform to acquire leads
Acquiring high quality leads requires a targeted social media strategy. Everyone seems to be a member of Facebook, Twitter, LinkedIn and Instagram, but what about the niche platforms? Reddit forums, small business forums and Pinterest may just be the niche social media platforms for your business. If you are able to establish authority there and connect with users, a conversion may be more likely. Many brands opt for a combination of mainstream and niche platforms to maximize their lead acquisition.
Research the social media platforms your target customers are likely to be active on and tune in to their conversations online. Commerce related chat rooms may also bring opportunities for leads; you will be answering their queries/providing solutions there and then.
3. Focus and adjust the content
Using social media tools or Google Analytics, you can adjust your content to reach your marketing objectives. The key to generating targeted leads can be through your content. Through data, you can discover what type content receives the most views, engagements and click through rates for your website. You must make plans to ensure that high quality content is provided on a consistent basis to the audience. It is also important for the content to be displayed on the various mainstream and niche social media networks you are using.
Plans for making and using content can be simplified by social media calendars, tools and outsourcing the work. Many brands simply create a lot of content on a single topic at the same time. This is bunching and an efficient way to save time. The content can be developed in series so as to attract the targeted leads. For instance, you may create a series about how to use your products; offering tips and video tutorials. Of course, the content should be relevant to each social network you are using. It should also be easy to digest. Content marketing is an essential aspect of any form of digital marketing.
4. Become an authority or influencer on social media
A common denominator of all brands that have found success with social media networks is that they have established themselves as the authority in their chosen field. You need to showcase yourself as an expert in your chosen field. This will build trust with audiences, increase your brand’s credibility and reputation with time. People love to buy from people they trust; being trustworthy can help you gain more leads in the long run.
What are some ways to showcase your trustworthiness and expertise? Here are the top 5 ways:
Sharing genuine user generated content about your brand. Show off positive reviews and content created by your fans/customers. The most successful brands have many advocates generating a lot of positive content.
Build relationships with social media influencers. Connect and offer to help them with promotions. Influencers can provide a mutually beneficial relationship that offers many advantages. You will get more leverage from their large social media follower base, expand your reach and build a strong foundation for your brand. You cannot do it alone in social media marketing-win the support of social media influencers and strive to become one yourself.
Share content that adds great value to your audience’s lives. Video content, tutorials, guides, blogs and infographics that are relevant to your brand and audience will add more value on social media. You can find the social media platform that performs the best for your content and audience. By focusing on one or two social media platforms you can establish your authority better.
Give away high quality content for free-your time is very precious and by using it to create the best possible content, you are communicating to your audience that you care. Your expertise will be evident in the content you produce and the interactions you have with your audience. You can also create free videos and ebooks for your subscribers-many brands do this to build trust.
Live interactions with your audience-the emergence of live video platforms such as Snapchat, Blab and Periscope has made it easier for your audience to ask questions and connect with you. This is a great opportunity to show them your expertise and win new followers.
Establishing authority on social media requires time but is an effective long term marketing strategy. It will generate many leads in the long run as your reputation grows.
5. Think like a customer
Successful businesses cannot do enough for their customers and you should take a leaf from their book. Lead acquisition would be impossible without providing a solution to your customer’s pain points. Do you have what it takes to solve their problems?
If you were a customer, how would you like to be treated and spoken to on social media? Will you expect a timely response to your queries and aftercare? Consumers love using social networks to connect with their favored brands on a more even and personal level as such interaction is not possible elsewhere. As such, consumers are not afraid to voice their opinions and feelings on these platforms.
If you can handle customer complaints sensitively and work around the clock to make them satisfied with your products/services, you have the formula for lead acquisition. Consumers gauge from social media conversations your level of care, customers service, professionalism and authority. They will switch off if you make a hard sell the moment they become part of your network.
It is through conversations that you can help your customers get to know more about your business and brand. You can answer questions related to your business that have been posted on forums or social media networks. Always ensure that you answer the questions truthfully. This will help boost your credibility in the long run. You should not stop after answering the questions; ask them if you can help in any other way. Customers who receive such attention will be more likely to be grateful and this gratitude shows that they have become viable leads.
6. Timing is key
In order to generate leads successfully, you need to provide the right information and at the right time. You need to gently nudge the customers at the correct point of the sales cycle so as to convert the leads.
Once you know how to make use of social media networks, you will find lead acquisition to be a breeze. Alternatively, you can always hire a digital marketing agency to take care of all of these tasks. Be that as it may, harnessing social networks can become the key to your success.
In the last decade or so, techniques in digital marketing have changed the way goods and services are being marketed. From traditional industries such as law and financial services to emerging industries, methods in digital marketing have increased lead generation and allowed communication to be more forthcoming between brands and consumers. In recent years, traditional luxury brands are adopting digital marketing to improve sales and brand awareness.
First of all, to define digital marketing: this is simply the targeted and measurable marketing of goods using digital channels to convert customers. Some people will argue that the sole purpose of digital marketing is to boost sales. In addition to increased sales, digital marketing is very effective in cultivating brand loyalty and interpreting customer behaviors for marketing campaigns.
For luxury brands, the potential benefits of digital marketing is too good to miss. Reputation, brand perception and customer service are all vital to the longevity of prestige brands and this is exactly what online marketing can achieve for them.
Online marketing methods to promote luxury brands
Luxury brands look, feel and communicate the experience of luxury. At the heart of successful digital marketing campaigns for luxury brands is the promise of this luxurious experience. Here are the main ways prestige brands conveys this to target consumers:
1. Luxury brands use online marketing to showcase their high standards of service
Businesses in the luxury industry care greatly about customer loyalty and satisfaction. Many of the most luxurious catering, hotel, lifestyle, travel and fashion brands in the world communicate about their exceptional customer service and customer satisfaction in their content marketing. Testimonials, reviews and content generated by customers are amplified using digital marketing until everyone knows about it.
2. Luxury brands can control their image using multiple marketing platforms
Once a brand establishes itself as a luxury brand, it will go about communicating this using digital channels. The brand will have an air of exclusivity and only linked to other luxury lifestyle websites or publications. Money and effort is invested in creating luxurious looking websites, ad campaigns, mobile apps, marketing videos and online content. Digital marketing spends for luxury brands can go into the 7 or 8 figure range.
3. Customer service is personalized and loyalty rewarded
Luxury brands rewards customer loyalty with perks and upgrades. The standard of customer service for luxury goods and services is already high; loyal customers will be rewarded with exclusive products or sneak peek of products before general release. Customers can subscribe to luxury brand newsletters and digital video channels. Luxury brands collect the email addresses and customer data for personalized email marketing further down the line.
4. Review sites are carefully monitored by luxury brands
Customer reviews can make or break a luxury services business. Positive review can increase conversions dramatically. Online reputation management is a big part of a luxury brand’s digital marketing strategy. Some will hire diligent reputation management agencies to respond to any negative reviews or remove false reviews altogether. Luxury brands are aware of what customers are saying about them publicly on social media channels so they will monitor the social media platforms constantly.
5. Luxury brands can launch their own review/forum sites
Luxury brands have the resources to launch their own review sites for their own verified customers. Independent review sites do not have the strict filtering in place for genuine customers. In this way, luxury brands can manage any disputes or address issues raised by genuine customers.
6. Social media accounts are managed 24/7 by luxury brands
Social media management for luxury brands is 24/7 in different time zones and for multiple social media platforms. Response rates for luxury brands are high and messages are replied to within 1-2 hours.
7. Customer communications are dealt with in a professional and timely manner
Bad customer experiences are dealt with using a professional manner on social media and online review sites. Luxury brands are very responsive to reviews because they invest a lot of time and money in cultivating a perfect reputation. Great reviews are acknowledged by luxury brands and shared across social media channels.
8. Luxury brands use contests on social media
Prize draws bring awareness to their brand and also to reward fans who follow their updates closely. Any engagement through digital channels will help to promote luxury brands. Contests may attract leads that have never purchased from the brand before.
To create global marketing campaigns, luxury brands will liaise with digital marketing agencies around the world for different perspectives and culturally sensitive ways of targeting their global customers.
10. Luxury brands marketing teams work closely to create consistent messages
The different marketing teams liaise with each other to create a harmonious message for consumers of luxury brands. The more cohesive the message, the easier it is to build a brand for longevity.
11. Luxury brands reach out to other brands for content marketing
Many luxury brands team up with complementary brands in the luxury industry to create content that appeal to their target demographics. For instance, Louis Vuitton partnered with Square Enix in 2016 to target their well heeled gamer clientèle, Chanel partnered with Billionaire Boy Club founder Pharrell Williams for an exclusive new collection in select boutiques, and smartphone compamy Apple teamed up with Hermes to release an ultra luxe smart watch.
12. Luxury brands use digital marketing for effective story telling
Behind every luxury brand there is a great story of craftsmanship and passion. Luxury brands will use every opportunity to romance audiences with their brand heritage and what compelled them to create the brand. Patek Philippe, Kuoni (established 1901), Mont Blanc and Caron Paris are exceptionally good examples of this.