THE BUBBLE GUM BLUNDER: TURNING A MISTAKE INTO A MARKETING OPPORTUNITY!https://www.wildfigmarketing.com/wp-content/uploads/2019/02/bubblegum.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
The “Bubble Gum Blunder” sounds like an intriguing title right? Well it’s actually quite a funny story (which didn’t seem too funny at the time) when I took a mistake I made and turned it into a marketing opportunity!
A NEW BUSINESS OPPORTUNITY…
It all happened several years ago when I was the Marketing Director at an accounting firm. We had just formed an agreement with a national franchise and were strategizing on how to best promote it to their 500+ franchisees across the country. Now you have to remember this was for an accounting firm and let’s face it, no one really wants to hear from an accounting firm so our challenge was that much greater.
In the end, we came up with a really cool, multi-medium, outreach campaign with 5 components (side note: I might be a bit biased as I created it). Our goal was to not only promote the agreement, but show them we were a “fun” accounting firm to work with and of course convert them into customers.
A SNAPSHOT OF THIS CAMPAIGN:
1. Personalized letter from the owner of the accounting firm with an overview of the program and testimonial from the national franchisee director regarding our services.
3. Personalized email from me with our current e-newsletter attached and the option to join our list and get lots of great tips to avoid IRS penalties.
4. Educational Flyer – “Top 5 mistakes most small businesses make when it comes to their accounting/bookkeeping/taxes” along with a package of gum and a post-it note that said, “Something to Chew On…!”
5. Call from me to introduce our firm and see if they were interested in a complimentary assessment of their financial picture.
Pretty cool, right? Well things were moving along wonderfully, I had just completed step number 4 and was gearing myself up to make 500 semi-cold calls (think Rocky theme song here) when something unexpected happened. I got a call from the post office letting me know the mailing we had just sent out was short postage so it was sent out and marked “postage due upon delivery!”
A TRAGIC TALE…TURNED POSITIVE?
My heart sank and I instantly started sweating, what in the world happened and what was I going to do? Do I simply hide under my desk and forget the whole thing happened? Blame it on the post office or our postage machine (ironically it was an issue with the post office & our postage machine)? AAHHH!
After I collected myself (and picked myself up off the floor), I thought there actually is some humor in this and maybe, just maybe I could redeem myself. After all…we’re all human right?
So, I told my boss what happened and my new plan and promptly asked for a check for $500. I took the check and drove to the bank where I got 500, crisp $1 bills. Next, I found a clever/funny cartoon about the post office & postage mistakes (that wouldn’t be offensive, in case the prospect’s mom or spouse was a postal employee). I incorporated the cartoon into a letter apologizing and explaining the situation, added the $1 bill, sent off the mailing (after verifying the postage amount/weight 100x) and crossed my fingers.
Guess what happened? I got a TON of calls and emails from these franchise owners. Each one of them remarked on the fact that I came forward and explained the situation, compensated them for the postage and did it in a creative way. The end result: we brought on some new customers and more importantly, made a positive impression on our prospects which elevated our credibility.
MORAL OF THE STORY
The moral of the story…don’t forget we’re all human and mistakes happen. It’s what you do next that really matters! You never know…your outside-the-box solution might be your BEST marketing strategy yet!
SEO – A NON-NEGOTIABLE WHEN IT COMES TO YOUR CONTENT STRATEGYhttps://www.wildfigmarketing.com/wp-content/uploads/2019/02/seo.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
If you’re creating relevant, quality content then you are well-aware of the time and dedication the process requires. In an effort to increase brand awareness, be recognized as an industry expert and drive traffic to your website, you aim to create content that your target audience finds valuable and shareable. With these goals in mind, would you still go through the painstaking effort of valuable content creation if you knew that no one would ever read it? Of course not. The reality is, however, that if you’re not currently engaging in strategic SEO, your content is already largely failing to get into the hands of your prospects – a true marketing tragedy. Educating yourself on (and implementing!) the key components of strategic SEO will build a bridge between your business and your prospects, allowing them to interact with your brand.
KEY COMPONENTS OF STRATEGIC SEO
Your niche – In order to stand out from the competition, you need to identify your niche. What differentiates you? Create a substantial amount of quality content around that. Over time, Google will recognize you as an expert in your field and you will populate more frequently in search results.
Your target market – Once you hone in on your niche, ask yourself who would benefit most from your knowledge and the products or services your company provides. Consider conducting surveys to see what people think about your products or services. If you are currently working with customers, what do those customers have in common? From your research, create personas that represent your target market.
Relevant, high-value content – Now that you have your personas in place, speak to them directly. Address their pain points with your expertise and effective product or service solutions. Answer their frequently asked questions and clarify their common misconceptions. When you create content that is relevant to your target audience, they will share it which not only increases brand awareness and your authority as an expert in your field but also your SEO discoverability. It’s a beautiful thing!
Strategically placed keywords – In addition to appearing throughout your body content, your keywords also must appear in your URL, title, H1, H2 and meta description. This way, when Google indexes your content, your impact is greater and you have a better chance of ranking well. Need help choosing the best keywords for your content? See our recent post, Are Keywords Still Relevant for SEO? to learn how to choose the most powerful words for your SEO strategy.
Consistently published posts – Following these tips will help you develop a successful SEO content strategy. But don’t go through all the effort if you don’t plan to be consistent. Once you’re attracting your ideal clients, continue what you started! Google likes to see fresh content – it bodes well for SEO – and it keeps your prospects coming back for more!
Content sharing – In the midst of SEO strategizing, don’t lose sight of the fact that ultimately your goal is to drive traffic back to your website so prospects can engage with your brand. One effective way to do this is to post your content on credible websites with backlinks to your own site. Write relevant articles for their target markets and submit them to the website editors. You may have the opportunity to be a contributor and generate more awareness around your brand!
KEYWORDS: ARE THEY STILL RELEVANT FOR SEO?https://www.wildfigmarketing.com/wp-content/uploads/2019/02/keywordseo.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
As with everything Internet, SEO is in a constant state of evolution. Does that mean that keywords are less relevant to your SEO strategy than they were 5 or 10 years ago? Not at all. Keywords are just as important as ever. Prior to 2011 when Google’s Panda update changed the face of SEO as we know it, keyword density was the manna of life. Identifying and repeating your keywords ad nauseam throughout your website content was ultimately what increased your rankings and drove traffic to your product. Since Panda however, keyword placement trumps keyword density. Today, overutilizing keywords can devalue your content and make it look spammy. In extreme cases, your content will be picked up by spam filters – working in direct opposition to your goal. When crafting your SEO strategy, it’s imperative to prioritize keyword placement and understand how to identify and leverage these words to maximize your searchability.
THE PSYCHOLOGY OF THE SEARCH
When setting out to create your SEO strategy and subsequent content, it’s important to understand how we search for information. Although we speak in full sentences, we’ve been Internet-trained to search in keywords and phrases. If for example, you’re interested in finding a business in Minneapolis where you can buy paleo baked goods, you’re not likely to type “I’m looking for a bakery in Minneapolis where I can buy paleo baked goods.”
Instead, your search might look like…
Paleo baked goods Minneapolis
Paleo bakery Minneapolis
grain-free bakery Minneapolis
The way we search is one big reason keywords are still an important component of the SEO game.
LONG-TAIL VS. SHORT-TAIL KEYWORDS
Short-tail keywords consist of less than three words while long-tail keywords consist of more than three words. It’s widely recognized that long-tail keywords target a more specific search query which helps you hone in more accurately on your target market.
Google is getting smarter, however, and is now able to search the semantics behind your words. Say you search changing oil on a RAV4. While previously Google would simply return search results that contained keywords from your search, after the Hummingbird algorithm overhaul in 2013, Google infers some other information about you from your search criteria. In this case, Google may assume that you’re a new, inexperienced driver or that you’re a young professional that doesn’t typically change your own oil – hence the need for a tutorial. As search engines become more intelligent, they are returning more accurate results and driving more on-point traffic.
EFFECTIVE KEYWORD SELECTION
Sticking with our earlier theme, let’s say you host a website where you share paleo recipes and market your new paleo cookbook. As part of your website, you have a blog. In your next post you want to discuss grain-free flour substitutes for people with nut allergies. How do you determine which keywords to incorporate into your post to fetch the best SEO and drive traffic back to your page (where prospects will ultimately see you as an industry expert and purchase your new cookbook)? Maybe you’re trying to figure out which is a better keyword choice: nut-free grain-free flour or allergen-free paleo flour or if perhaps there’s a keyword that would be more relevant. There are a few different avenues you can explore to help make that determination.
Google Keyword Planner – This will help you see what the average usage is of a given keyword and help you determine which ones are most relevant for your business.
Google Webmasters – This tool will give you insight into which search queries people are currently using to get to your website
Your competitors’ webpages – Identify competitors who generate substantial web traffic and do some recon work on their websites. Pouring through their content may help you will find one or two keywords that resonate with yours.
Indeed, because we still search keywords to find content and search engines are learning how to return more relevant search results from our keyword choices, keywords are still an integral part of an effective SEO strategy. If you are interested in learning more about creating an effective SEO strategy for your business, we would love to help!
Be sure to stay tuned for our next blog on tying your keywords to your content marketing strategy which is equally important! Don’t have a strategy? Fortunately, we sell that here If you could use some help with your keyword strategy, click here to schedule your keyword research marketing strategy session with one of our experts today!
How Can Targeted Marketing Positively Affect Your Business?
Every piece of content you put out there is an opportunity to create a positive impression in the minds of your readers. Content that is thoughtful and informative makes readers want to engage with you and know more about what your brand offers. It turns prospects into customers, and one-time customers into long-term clients. Which is exactly what we’re all looking for, right?
You may be thinking, “Sure, that sounds great, but does it really work?” Let’s take a look at some numbers.
More than 80% of consumers have purchased a product or service as a result of interacting with a company’s online content marketing, according to a 2018 Clutch survey.
The same survey noted that 53% of consumers are more likely to become repeat visitors to a company’s website after engaging with their online content. In other words, targeted marketing can significantly increase repeat traffic to your website (and boost your SEO ratings as well).
A ContentWriters study in 2019 showed that 61% of business marketers surveyed were publishing content several times per week, and 89% of those marketers reported getting higher quality leads from that content marketing vs other types of marketing.
71% of consumers are willing to spend more to support companies they trust, and 82% say trust is the tiebreaker when deciding between similar products or services. (Reader’s Digest Most Trusted Brand Survey 2018). Targeted marketing is an opportunity to give consumers quality, relevant content every time they interact with you. This consistency builds trust, and establishing trust is a crucial first step to gaining repeat customers.
In fact, 96% of the most successful business-to-business content marketers say their targeted audience views them as a trusted and reliable source of information (B2B Content Marketing 2019 by Content Marketing Institute).
Targeted Marketing Is The Key To Your Success
You can see why in 2019, 82% of CMOs were planning to increase their digital content budgets by 50% (Nielsen 2018 CMO Report)! Companies are finding that targeted content marketing, including blogs, social media, video, and SEO, are indispensable to the success of their business.
If you’ve been on the fence about adding targeted content to your marketing strategy, now is the time to take the leap. Contact us to get started with targeted marketing today. Your business will reap the benefits of personalized content for years to come.
EMAIL DRIP VS. LEAD NURTURING CAMPAIGNS – WHAT’S THE DIFFERENCE?https://www.wildfigmarketing.com/wp-content/uploads/2020/01/leadnurturing.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
One size does not fit all when it comes to automated marketing campaigns. It’s important to identify your target audience and the goals of your campaign prior to determining your course of action. Two great marketing approaches – email drip marketing and lead nurturing marketing – both ensure excellent results when utilized appropriately. Let’s explore what differentiates these marketing approaches so you can determine which one is the most fitting for your next campaign! (And pssst! It’s ok to use both!)
WHAT IS EMAIL DRIP MARKETING?
In much the same way a drip coffee pot brews coffee one consistent drop at a time, email drip marketing sends out identical automated emails to every prospect or customer on a set time schedule. In this way, the only factor that dictates this process is time. Same recipients. Same message. Predetermined time interval.
WHEN SHOULD I IMPLEMENT EMAIL DRIP MARKETING?
Before you start to think that email drip marketing sounds like a cop-out, rest assured that it certainly has its place! Drip marketing can be very effective when it comes to:
Keeping your brand top-of-mind
Educating your prospects on your product or service portfolio
Showcasing your best-selling products
Introducing your prospects to new products and services
The goal of an email drip marketing campaign is to achieve an immediate ROI by guiding prospects quickly down the sales funnel towards conversion. An IBM study reports that email drip marketing yields a 48% increase in repeat sales!
A word of caution with email drip marketing, however. Avoid sending out these emails too frequently or they may be perceived as spam. Remember, you want to keep your prospects engaged with your brand – not annoyed by it.
WHAT IS LEAD NURTURING MARKETING?
Whereas time is the only factor that affects email drip marketing, lead nurturing is dictated by prospect behavior, or the way prospects engage with your brand.
HOW DOES A LEAD NURTURING MARKETING CAMPAIGN WORK?
When your prospect engages in a predetermined behavior, they receive a targeted email. For example, your prospect may receive a targeted email when they:
Read a certain whitepaper on your website
Visit a certain page on your website “x” number of times
Search your website for a specific category of products or services
Attend a webinar
Browse your blog posts predominantly along a certain theme
The goal of a lead nurturing marketing campaign is to deliver pertinent emails at crucial points in the sales cycle. A study by Marketing Sherpa reports a 45% higher ROI with lead nurturing as opposed to other non-lead nurturing marketing approaches on account of the customized nature of the campaign. When prospects receive emails based off of their behavior patterns, they feel a growing sense of trust and relationship with your brand. Clearly, you are their go-to for a specific product or service because you “get them.”
While both of these marketing approaches can individually and effectively engage prospects with your brand, enacting a combination of the two campaign strategies creates top-of-mind awareness while at the same time quickly converting ripe leads. You may even determine that the whole is greater than the sum of its parts.
If your automated campaigns could use some help, or if you’d like to get started on implementing an automated marketing campaign for your business, contact us today. We’d love to help you reach your goals.