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8 Powerful Verbs for your Calls to Action

August 29th, 2014 by Mark Woodcock
Image courtesy of Sara Björk/Flickr.

Image courtesy of Sara Björk/Flickr.

Calls to action are vital to your Internet marketing tactics. Whether you are using social media, content marketing or advertising, most, if not all, of your pieces should include a call to action. This statement should ask people to do something that will help you meet your goals.

But, asking people to call you, make a purchase or “click here” gets old, and frankly, isn’t always very effective. To make your calls to action more powerful, try using some stronger, more creative verbs. Here’s a list of 8 words and phrases to help you get started brainstorming.

“Make a Change Now”

If your products or services can help people make a change, tell them that! Make the phrase more urgent with words like “now,” “right away,” or “immediately.” This is a phrase that will attract a market that isn’t happy with something and is ready to do something different.

“Let us Solve your Problem”

On the other hand, maybe your customers want you to solve a problem for them. Communicate the fact that you are ready and willing to do that with a call to action that tells people to leave things in your hands.

“Recharge”

“Recharge” is a word that stands out and conveys a sense of renewal and energy. Calls to action that are asking people to relax, take advantage of new information or increase their energy are good candidates for a word like this.

“Reclaim”

Another powerful word, “reclaim,” is one to use with people that feel they have lost something you can replace. Some examples of this call to action might be “reclaim your time,” “reclaim your storage space,” or “reclaim your independence.” This is a word that not only asks people to take an action, but also inspires them.

“Make things Easier”

If your business is all about making something easier with a product or service, convey that idea and benefit clearly with a call to action like “make working out easier” or “make keeping your family safe easy with these tips.” One of the major benefits of phrases like these is that they all show value right away, which is attractive to an online audience.

“Save”

People like to save, whether that means saving money, time, hassle or energy. This is a word that jumps out on social media and your website. You can also use this as part of calls to action related to discounts, as in “save 20 percent when you enrol this month!”

“Help”

“Help” can be used in two ways: telling people you can help them or asking them to help you. Use this verb when you want to show people what exactly you can do for them to make the benefits of your product clear.

Or, use “help” to encourage people to reach out to you. For example, post “Help us choose the best poster for our event” on social media and solicit feedback from your market. This can be applied to anything from “help spread the word” to “help us understand what you need.”

“Get Exclusive Access”

Giving people exclusive access can help you build a buzz about a new product or make some online resources more valuable to your audience. People who have exclusive access may be more likely to feel valued and loyal to your brand.

The calls to action you use across your entire strategy and all of your tactics should work together to encourage people to respond the way you want them to. If you are trying to promote an event, your calls to action will be different than if you are trying to increase sales.

Choose some powerful words to make your calls to action more effective and make sure your content is aligned with your brand so you will see more results.

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How to Publish Content that Works on LinkedIn

August 28th, 2014 by Mark Woodcock

Do you publish content to LinkedIn? Is it tailored for that specific market and working for your business? If you want your content to stand out, attract your market and help you meet your goals, you need to know a few things.

LinkedIn Users Read a lot of Content

LinkedIn published a report called “The 2014 Professional Content Consumption Report,” which is full of information that can help businesses learn how to use LinkedIn more successfully.

According to the report, which is based on an analysis of 2,701 LinkedIn users’ habits, people who use the site spend an average of eight hours a week consuming content that is professionally relevant to them. That’s a lot of time, which means you have the potential to get your market’s attention through content marketing.

Another interesting statistic in the report is that 43 percent of unique LinkedIn site visits were from mobile devices. That means nearly half of the people you reach on LinkedIn are expecting content, links and information that is easy to consume on a smartphone or tablet.

Why People Read Content on LinkedIn

Historically, LinkedIn has been used to connect with professionals, meet new people, network and learn about businesses. Those uses are reflected in the list of reasons people read LinkedIn content.

The report found that LinkedIn users read content published there to:

When you know why people spend time consuming content on LinkedIn, you can make sure your are publishing content that meets those needs, making it a more effective tactic.

Content Topics that Resonate

LinkedIn’s study also found what kind of content LinkedIn users spend their time reading across all online platforms. In other words, the researchers found out what kind of content LinkedIn users are reading on blogs, websites and other social media sites.

  • 41 percent of the time is spent reading professionally relevant content
  • 30 percent is spent reading news
  • 29 percent is spent consuming entertainment

Knowing that LinkedIn users are interested in content that is professionally relevant, about current events and entertaining, we can get an idea of what kinds of content businesses should add to their content marketing plan when it comes to using LinkedIn.

These statistics show us how time is spent across all platforms, but what kind of content are people interested in reading on LinkedIn?

According to the report, the content that is clicked on and shared the most is content that falls into one of three categories:

  • New Research
  • Breaking Industry News
  • Case Studies

All of these more generally fall into the category of industry-related content. People on LinkedIn are looking for and consuming content that is related to their professions, interests and industries.

Publishing content to LinkedIn can help you reach your market, but you’ll be much more successful if you know what kind of content to post. The majority of your content should meet users’ needs and fall into one of the three categories with the most clicks and shares.

As you more closely align your content and LinkedIn strategy with these statistics, you’ll find that you will reach more people, get more engagement and increase your presence on the site, helping you meet your business goals.

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Does your Internet Marketing fit Millennials’ Habits?

August 27th, 2014 by Mark Woodcock
Image courtesy of adamr/FreeDigitalPhotos.net.

Image courtesy of adamr/FreeDigitalPhotos.net.

Millennials, or people who reached adulthood around the year 2000, make up a large portion of many businesses’ markets. These people are graduating from college, starting professional careers, buying products and perhaps most importantly, using the Internet like other generations don’t.

People in this demographic are tech savvy and know how to use laptops, tablets and smartphones and incorporate this kind of technology in their everyday lives. If millennials are part of your target market, you need to make sure your marketing strategy fits their habits.

What are the Habits?

Content Marketing Institute found some technology-related habits millennials tend to share. These habits tell us about how we can create effective Internet marketing strategies.

Staying Connected

Millennials are always connected. Texting, messaging apps and social media allow them to be in touch with friends, brands and news sources around the clock. Get in front of this market by using the channels they are using.

Multitasking with Multiple Devices

People in this group have a habit of looking at more than one screen at once. They will watch television while browsing social media on their smartphone or even check in with their smartphone while working on their laptop.

Knowing this, you can create marketing plans that use more than one platform. Combine television or video with blog posts, ask event attendees to connect with social media and live tweet conferences.

Taking Control of Content Delivery

Millennials don’t like to be interrupted with marketing materials, even when they are multitasking. Pop-up ads, disruptive social media ads and other forceful tactics won’t work with this market.

Instead, create content platforms like blogs, social media profiles, YouTube channels and apps that let people control how they access your content. When people willingly use your content and recognise its value, they may be more likely to become loyal customers.

Engaging with Online Content, not Just Listening

While millennials are connected and controlling how and when they view content, they are also engaging with it. People in this demographic don’t just read articles, consume information and look at content passively, they actively engage with it.

Millennials like to comment, share content, give their opinions, critique and otherwise engage with online content. Make room for this in your content marketing plan by using tactics, like social media, blog posts, and apps, that allow your market to interact with you, not just passively listen.

Valuing what their Friends Think

People in this age group aren’t very interested in what strangers or businesses think, but they are very interested in what their friends think. Use this to your advantage by getting people to talk about, recommend and review your business on social media. Also use testimonials and advertising tactics that allow millennials to see your business the way their peers do.

Valuing Honest and Genuine Marketing

Don’t bother with dishonest or deceiving marketing tactics. Not only could they be considered unethical, but millennials will see right through them. People in this group value transparency and marketing approaches that are genuine. Be true to your story and use real, honest Internet marketing strategies to get better results.

Millennials are such a large demographic and if they are part of your target market, they are an important segment to reach online. Keep their habits in mind and understand how they use the Internet, social media and mobile devices so you can find ways to enhance your marketing strategy to successfully reach and influence people in this group.

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What makes People want to Watch a YouTube Video?

August 26th, 2014 by Mark Woodcock
Image courtesy of Esther Vargas/Flickr.

Image courtesy of Esther Vargas/Flickr.

Videos are an excellent way to convey a message and can help you use emotion, images and audio to reach your market in a way few other tools can. The most successful YouTube videos get hundreds of thousands or even millions of views and go viral, creating a buzz about a product or business.

In fact, according to DigitalSherpa, 50 percent of Internet users watch business related videos on YouTube once a week. This means you have a huge opportunity to reach your market.

But, the first step is getting people interested enough in your video to watch it. Then, you can draw people in with content that is so good people will want to share it on social media and on their own websites and blogs.

An Eye-Catching Title

Just like blog posts, articles and emails, YouTube videos require a catchy title that will make people want to watch it. Use the same techniques you use for other content by promising value, keeping it concise and piquing interest without giving everything away.

Keep in mind that your title should use keywords naturally whenever possible so it will appear in search results. You can also optimise your description to make the video more findable.

The Length and Content Keep their Attention

Most people don’t have time to watch videos that are more than a few minutes long or that lose their attention within the first few seconds. Keep your videos to the point and draw your audience along as you tell a story or convey useful information.

Of course, professional videos are also more likely to get people’s attention, so use a good script, lighting, set and editing software so your video reflects your brand and tells people you are an industry expert.

Decision-Making Information

DigitalSherpa also reports that 90 percent of Internet users say that watching a video about a product is helpful when it comes to making a decision about buying something. Use this piece of information to create videos that are designed to give people the information they need to be persuaded to buy your products.

Entertainment Value

YouTube will always be a source of entertainment and you shouldn’t underestimate the value of entertaining your market. Use humour, interesting facts, awe-inspiring footage and other types of entertainment to get people’s attention and get people talking about your brand.

Find a way to tie the entertainment back to your business and goals so that you can raise brand awareness while still making sales or increasing your fan base.

A Social Reaction

As your video starts to get more views and some traction on social media, people will want to watch it just out of curiosity. If all their friends are watching it, there are lots of comments about it and they see it all over social media, they will want to watch it too.

To get to this point you’ll need to start with an excellent video that incorporates the other elements discussed here and then promote it through your own social media accounts.

Use YouTube videos to entertain, educate, inspire and excite your market so you can reach people in a whole new way. Always use content and a call to action that help you meet your goals so your videos will become a valuable part of your Internet marketing strategy.

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Instagram just Became more Business Friendly

August 25th, 2014 by Mark Woodcock

Instagram has unveiled some new tools that will make it much easier to use, and a more valuable marketing tool, for businesses. This social network is one that is very visual and the company reports that it has 200 million monthly active users, 65 percent of which are outside the United States. There are 60 million photos and 1.6 billion “likes” shared on the site daily.

There’s a good chance part of your market uses Instagram and now with new tools, the site is easier for your business to use successfully.

The tools announced by Instagram are specifically for business accounts and you can use them as you post updates or run ads on the site. Instagram says the tools will be launched later this year.

Ad Staging: Collaborate for Better Results

The first new feature is called Ad Staging and allows you, as an advertiser, to collaborate with your creative team, save ads and preview ad campaigns before you even launch them. When your marketing, design, and social media teams can all work together on Instagram ads right inside the platform you can more easily coordinate your efforts.

Ad Staging could also make it easier for you to plan ahead and stay organised. When you can save and preview campaigns, you can make sure everything is ready to go well in advance so each of your campaigns will be more effective.

Account Insights: See Your Results

Most social media networks let businesses see basic analytics related to their accounts, and now Instagram does too. You can log in to see your impressions, reach and engagement, which can give you a detailed look at what is happening on your business account.

When you can easily access and track these statistics for your Instagram posts, you can find out if you are reaching your social media goals, like increasing brand awareness, reaching a larger audience and encouraging your potential and current customers to interact with you online.

Ad Insights: See your Impact

Instagram has also made it possible for you to find out more about how your ads are performing. Ad Insights lets you see impressions, reach and frequency for your ads so you can find out how effective they are and find new ways to be successful.

You can view these statistics for each of your ads, so comparing design, messaging, timing and other factors will be much easier. With this information, your Instagram ads have the potential to be much more powerful because you can learn from each ad and campaign and constantly improve your efforts.

These new business tools are a valuable addition to Instagram and will make using it for social media marketing, whether you are posting updates or using ads, easier and more beneficial.

If your brand is visual and you could capture your market’s attention with images of products, events, services or your location, Instagram could be a great addition to your social media strategy. Start using these tools as soon as they launch for the best results and to find ways you can enhance your strategy.

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Sure Signs Your Social Media needs a Boost

August 22nd, 2014 by Mark Woodcock
Image courtesy of Fredrik Rubensson/Flickr.

Image courtesy of Fredrik Rubensson/Flickr.

If you’ve been using social media for a while, you are at risk of falling into one of a few common pitfalls. Many businesses find that they start posting the same kind of content over and over, stop attracting new followers and even that their posts are being ignored.

So how do you avoid these problems? By making sure your social media strategy and accounts stay fresh and current. There are some sure signs that your social media strategy needs a boost and that it’s time to make some changes to keep getting great results.

Your Growth is Flat Lining

One of the first sure signs that your social media strategy needs an update is that your accounts aren’t growing anymore. If you aren’t gaining new followers, something isn’t right when it comes to the content you are sharing or the way you are reaching out to your market.

It’s important to track what tactics work when it comes to growing your social media accounts. If you can, look back to when your account was growing and what you were doing to get those results. Also look for new ways to attract more people to your accounts and encourage them to connect with you.

Interaction has Decreased

Social media accounts that spur comments, shares, interaction and website traffic bring the best results. If you have noticed a decrease in engagement, it’s time to give your social media accounts a boost.

Experiment with different types of posts, reach out to others, join groups, start conversations and work to make social media a two-way conversation between you and your market.

Your Accounts don’t Reflect your Current Brand

Another sure sign that it’s time to update your social media accounts is if they no longer reflect your brand. Businesses, products, brands, areas of focus and markets all evolve over time, and your accounts should keep up with these changes.

Make sure your pages are branded with your current look, logos and colours and then assess the content you are sharing and the types of posts you are publishing to make sure they are consistent with your branding strategy.

You are Behind on Social Media Trends

How closely do you follow social media trends? It’s not always wise to jump on the latest trend just because everyone else is doing it, but it is important to keep up with things so you can take opportunities that will help your social media marketing, and entire business, grow.

Watch what new social media networks become popular, how people (especially in your market) use different sites, what kinds of new features are added, what kinds of advertising options are offered and other trends so you can find ways to make sure your accounts are up to date and you are taking advantage of every opportunity to reach your market.

It’s important to make sure your social media accounts and strategies are current and are helping you be as successful as possible. If you recognise any of these signs, it’s time to give your accounts a boost.

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8 Creative ways to use Customer Testimonials for Marketing

August 21st, 2014 by Mark Woodcock
Image courtesy of Nongkran_ch/FreeDigitalPhotos.net.

Image courtesy of Nongkran_ch/FreeDigitalPhotos.net.

Testimonials are valuable because they can help you reach your customers in a way few other tactics can. The popular idea that people do business with their friends is true. People like to hear from other people who are like them and are sometimes more likely to trust happy customers than they are a business.

There are so many ways you can incorporate customer testimonials into your marketing strategy. Here are a few ideas to help you get started.

Use them Strategically on your Website

Don’t hide your testimonials in a place on your site where no one will see them. Put them on your home page where people will see them, next to product information, on landing pages or on your sales pages. Use them at key places throughout your site where people are likely to be swayed by what your satisfied customers have to say.

Include them in Email Marketing Strategies

Another great place to use testimonials is in your emails. Choose the right testimonials for the right emails and lists of subscribers so they will attract and resonate with your readers. Keep these testimonials short and to the point when possible.

Post them to Social Media and Tag Customers

Get your testimonials in front of a lot of people by posting them to social media. Take it further by tagging the people who wrote the testimonial to encourage interaction and even more sharing. Keep in mind that you should get a person’s permission before publishing a testimonial with her name.

Use them for Infographic Content

Infographics are visual and give you an easy way to share a lot of information very clearly. Consider adding some testimonials to an infographic along with some statistics about your products, the number of people who use your services and the benefits you can provide.

Combine them with Images

Combine testimonials with images so they grab people’s attention and are more interesting. These kinds of photos can be shared on social media and your blog. Pair testimonials with pictures of your products, events, customers or just attractive images that help you build your brand.

Add them to Online Ads

Use testimonials on your banner and social media ads to communicate to your market how satisfied your customers are. These kinds of ads can be very persuasive and can help you build trust as people hear from your customers, not just your marketing team.

Try Using Video Testimonials

Mix things up a little by using video testimonials. There are lots of ways you could do this, including taping customers, showing your products in action and using a voiceover to read the testimonials or using an animated video that uses text to share the testimonials.

Display them in your Stores

Don’t forget offline marketing too! You can display testimonials in your stores on counters, walls or as part of displays. You can also include them in marketing materials like brochures, catalogs and other printed materials.

Using testimonials in your marketing efforts can help you build trust with your market and gain more customers. Start with some solid testimonials that prove your worth, value and benefits and then find creative ways to use them as part of your marketing strategy.

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4 Types of Links: Why You Need Them and How to get Them

August 20th, 2014 by Mark Woodcock
Image courtesy of leigh_east_photoman/Flickr.

Image courtesy of leigh_east_photoman/Flickr.

Link building is a search engine optimisation technique you can use to gain rankings and get more traffic to your website. More sales, more email subscribers and a bigger audience are all perks that often come with more traffic, so link building is a strategy that can bring big benefits to your business.

There are essentially four different kinds of links and each of them is beneficial in a different way.

Natural Links

Natural links are the links that people build to your site without you even knowing it. They happen when someone likes your content or finds it useful and relevant so he links to it from his blog post, article, website or other web property.

These links are very valuable because Google favours links that aren’t forced because they prove that a piece of content is high quality and relevant.

How to Get Them

The best way to get these links is to produce the best content possible and work to become an authoritative resource people know about.

Earned Links

Earned links are very similar to natural links but they are built when you reach out to other people. They are usually on opinion blogs, review sites and news articles. These are helpful because they can help you reach a new audience and attract more site visitors.

How to Get Them

Get earned links by reaching out to bloggers, reporters and site owners with opportunities to write about your business. Landing sponsored posts, guest posts and product reviews are simple ways to generate earned links.

Built Links

Built links are the links we usually think of when we talk about SEO. They are links your business creates with the main goal of gaining search engine rankings. Google penalises links from link farms and other tactics it deems low quality, so only build quality links to your site.

How to Get Them

Built links are one of the easier types to get because you don’t have to rely on other sources to get them. Some common ways to build links include distributing press releases, submitting articles to websites and adding your business, with links, to online directories.

Social Media Links

Social media links are just what they sound like, links to your website from social networks like Facebook, Twitter, LinkedIn and Pinterest. Search engines can’t always read these links, but they can lead to more site traffic, which could help your rankings. More traffic, a social media presence and increased brand awareness can be very valuable for your business.

How to Get Them

Of course, you can start getting these links by opening social media accounts, sharing links and building a following. Then, create content people will want to share and add sharing buttons to your website so it’s easy for people to post your content to their social media accounts.

Link building is an SEO strategy that can help you get better rankings and bring benefits like more traffic, increased sales and better brand recognition. When you use all of these link types, you’ll have a comprehensive strategy that brings results.

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New Google Tool lets you Track Phone Calls that Result from Ad Clicks

August 19th, 2014 by Mark Woodcock
Image courtesy of Naypong/FreeDigitalPhotos.net.

Image courtesy of Naypong/FreeDigitalPhotos.net.

Google has announced a new tool, called website call conversions, that makes it possible for you to track the phone calls your business receives after people click on ads. This ability can help you find out how to increase the number of calls you get and even make more sales.

Other AdWords tools like click-to-call ads, call metrics and calls as conversions can help you track the number of calls that are made when people call your business from an ad, but not the calls people make after exploring your website. Website call conversions gives you a way to track those calls.

How Website Call Conversions Works

Chances are there are a lot of people that see your ads, click on them and then explore your website before they decide to call your business. You probably already know this is happening but you don’t have a way to actually track and measure that activity.

With website call conversions, you can find out how many phone calls you receive when people click on one of your ads and explore your site before they make a call. You can track calls made when people click on your phone number or dial it on their smartphone.

When you add a snippet of code to your website, Google creates a forwarding number it uses to track these phone calls. You can even assign value levels to calls and find out what keywords and ads generated the calls.

Why this Information is so Valuable

The number of phone calls your ads generate is just as important as the amount of traffic they generate. Knowing how many phone calls your business receives due to ad campaigns can help you understand how to grow your customer base.

Learn What Spurs People to Call You

Website call conversions lets you find out what keywords and ads are most successful in encouraging people to call you. This can give you incredible insight that can help you generate more calls from customers who are interested in buying your products.

Design Better Campaigns

As you learn what drives phone calls, you can use that information to design better campaigns to get even more calls from potential customers. You’ll know which keywords to use and what kinds of ad designs and messages work best for your market.

Target your Efforts for Better Results

This new tool lets you assign value to calls that come from different pages on your website. As Google explains in its announcement, you may place a higher value on calls that come from a products page and a lesser value to calls that come from your home page. Then, you can find out which ads bring those valuable calls and then design more ads that are similar to generate even more valuable calls.

Google’s new website call conversions tool will make it possible for you to discover what keywords and ads are leading people to call your business, so you can generate more leads and increase sales.

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How to find Content Ideas your Audience will Love

August 18th, 2014 by Mark Woodcock
Image courtesy of Mike Linksvayer/Flickr.

Image courtesy of Mike Linksvayer/Flickr.

Great pieces of content that bring excellent results all start with a good idea. Whether you are creating blog posts, articles, videos, social media posts, podcasts or images, you need to know what will resonate with your audience so people will respond to your calls to action.

The type of content you use will depend on your business and goals, but how do you come up with ideas that will stick and bring results?

Think like your Market

If you were a person in your target market, what would interest you? Put yourself in your market’s position and think about what kind of blog posts, videos or social media accounts you would look for and why.

Sometimes we think we know what our market wants and get stuck in a rut by continuing to provide the same kind content over and over. Take some time to stop and think like the people you are targeting to make sure you have their best interests in mind.

Ask Your Audience what it Wants

But, even when you try to think like your market, you may not completely understand what people are looking for, what they need and what topics or themes attract them. One of the very best ways to get ideas for successful content is to talk to your market.

Use social media, surveys, informal polls, focus groups and other tools to find out what your market wants. Through multiple-choice and open-ended questions you can uncover topics, needs and interests relating to your market and then use them to brainstorm ideas for content.

Find a Need and Fill it

The most valuable and effective content fills a need. It provides something your market is looking for and helps people solve a problem. The need you fill can be as basic as a need for entertainment or it could be as complex as needing how-to advice or even health resources. Find out what your market needs and then find a way to fill those needs with your content marketing strategy.

Watch Market Trends

Look into market trends like what people are purchasing, the services they are using, pop culture topics they are following, how they are spending their time and other trends to find out what might capture your audience’s attention. Of course, you don’t want to blend in with the crowd, but using popular topics and adding your own spin to them can help you get people excited while still standing out.

Find out what Your Market is Doing

Find out what your market is doing both online and offline. What social media sites do they use? Are they reading blogs? Do they spend a lot of time using their smartphones? What kinds of businesses, transportation and stores do they frequent? Information about what people in your market are doing is a great place to go for inspiration for content.

To get the most out of content marketing and encourage people to respond to your calls to action, you need to use compelling content that provides value to your niche market. Think like your market, ask questions and analyse trends, habits and needs to find ideas for content that will grab attention and work for your brand.

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