CONTENT MARKETING WEEKLY: DOES GOOGLE PERSONALIZE INCOGNITO SEARCH RESULTS?

| December 7, 2018

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The holidays are upon us once again, ushering in a season synonymous with shopping, office parties, gift-giving, caroling and, of course, sticking it to Google. Mountain View’s favorite tech company has had a rough go of it recently, with employee walkouts, silly feature releases and heavily scrutinized tweaks to SERP layouts. Don’t think for a second that the Content Marketing Weekly is too good to pile on the embattled search engine giant – ‘tis the season to bash Google, after all. In this week’s edition, we cover some more bad news surrounding the Google monolith, from image search bugs to an incognito mode that isn’t all that incognito.

Spotlight

Publicis Health

Publicis Healthcare Communications Group (PHCG) is the largest health-oriented agency network in the world. A division of Publicis Groupe, PHCG manages top-tier agencies specializing in promoting innovative solutions in advertising, digital, branding, message delivery, market access, and medical communications. PHCG is dedicated to creating experiences that compel action, change lives, and amplify business outcomes. With more than 6,000 employees, PHCG manages 14 agency brands in more than 60 offices located in 10 countries. PHCG’s brands are Saatchi & Saatchi Health, Digitas Health LifeBrands, Publicis Life Brands, Razorfish Health, Heartbeat Ideas, Discovery, in-sync Customer Insights, Publicis Health Media, Publicis Touchpoint Solutions, Langland, Maxcess, PDI, Tardis Medical and Verilogue.

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Top Trending Marketing Channels for Your Business In 2021

Article | July 13, 2021

Do you find it challenging to choose the proper marketing channels that can help you boost sales? Find details about top trending marketing channels for your business in 2021. Jay Baer once said, “Doyour marketing so useful people would pay you for it.” As a marketer, it is needed to have a sophisticated marketing approach, well-versed with research, planning, creativity, and a team of experts. You can only make your marketing efficacious and influential when you are aware of its trends. More than 95% of marketers believe that different trendingdigital marketing channels are much more powerful to drive high ROI. Different kind of marketing channels can help you to accomplish your business goal. First, you need to find appropriate and quality-driven channels. Let’s look at some of the essential marketing channels that businesses are adapting to grow. Blogs Blogs have become one of the prominent channels to attract an audience. Nearly 80% of companies utilize blogging as a part of their marketing strategy. It is relatively easy to convince your target audience through blogging as you approach them in a descriptive and informative manner. Customers love to read blogs as they find valuable information easily and quickly. It builds trust with your target audience. Blogging is an excellent medium for enhancing communication with your customers. Using FAQs, you provide solutions to the various questions that come into users’ minds. Consistent blogging with relevant information assists SEO to perform better, strengthen relationships with existing and new customers, and maximize brand identity. Search Engine Optimization (SEO) 70% of marketers see SEO as more effective than other marketing channels.Properly implementing SEO is immensely useful to scale your business. SEO is a technology that transforms constantly. Companies need to comprehend those algorithms. Innumerable searches are made every year on Google. Executing SEOranks your website high in search engine results pages, and allows your contentto be easily visible and accessible. Keyword research is the essential component of SEO strategy thatbuilds brand credibility,increasesengagement, traffic, and conversion. Social Media Marketing The number of social media users was more than 3.6 billion in 2020, and the number will reach 4.41 billion in 2025. Therefore, it evidences that social media is a powerfulpromotional channel to reach your target audience. Customers use social media for entertainment, education, connecting with friends, buying essential services or products, etc. Brands use the social media calendar to ensure a constant flow of content that supports brand voice and consumers consider it a reliable source of information. Facebook, Twitter, Instagram, Pinterest, YouTube are the most used channels. It includes text, images, video, and gifs to encourage audience engagement. Influencer Marketing Influencer marketing is a powerful channel to convince people to buy your product or services.Brands convey their message with the relevant influencers to meet marketing goals to create leads and increase brand awareness. More than 71% of marketers say that the quality of traffic generated from influencer marketing is better than other ad formats.They are leveraging influencers to attract the audience to believe in your brand and convert them into a long-term customer. Influencer marketing gives unprecedented growth to the businesses of different industries. It provides vast visibility and reach, maintains relationships with your customers, and enriches your content strategy.Moreover, 93% of marketers are already investing in influencer marketing which is one of the best marketing channels for small businesses. Email Marketing According to 80% of professionals, email marketing drives customer acquisition and retention. In addition,91% of US adults like to receive promotional emails from companies they do business with. Thus, executing email marketing has the tremendous benefits that it delivers the highest ROI. But, this is not the only reasonto invest in it. The significance of email marketing is that it helps reach millions of people at once by saving your time which is also cost-effective. Through email marketing, you can share targeted and highly personalized content with your audience that resonates with your customer.Brands believe that including relevant links to your site within the email content is the best way to get customers to visit your website. Word of Mouth Word of mouth marketing is the perfect way to maintain communication with the target audience and build a strong connection with them. In-word-of mouth marketing, your contented consumer endorses your product or services. Likewise, the unknown person gets attracted owing to the recommendation of their family or friends. According to a study by Convince & Convert Consulting, 83% of Americans are more likely to purchase a product or service recommended by a friend or family member through word of mouth. Involving your customer to review your product or service, utilize hashtags to promote your campaign on social media are the best ways to make mouth marketing more influential and productive. Content Marketing 70%of marketers are actively investing in content marketing.78%of companies have a team of one to three content specialists. These statistics show how effective content marketing is. This marketing strategy includes creating unique and appropriate content that your consumer find valuable. It makes your SEO better, enhances your social media tactics, and gives uses’ an incredible experience. If you continuously deliver relevant and valuable information to your customers, they will automatically get attracted and become your long-term customer. It is a long-term strategy to reach definite outcomes in building your brand, generating more leads, increasing sales, etc. Podcast Marketing According to the survey of Edison Research in 2020, Podcasts now reach over 100 million Americans every month. Podcasts allow the listeners to hear the emotions behind your wordsthat build a strong connection between your brand and listeners on a more personal level.Through sponsorships, ads, and paid interviews, you can generate income. It has low competition, interactive & attractive features, an authoritative presence, lower marketing expenses, and much more. These qualities make this marketing strategy unique from other marketing channels.If you execute podcast marketing appropriately, you will experience new potential customers and clients. Final Thoughts To summarize, these are the essential, valuable, and viablemarketing channels that fit your business objectives and increase the possibilities of your success.Prominent businesses find these channels worthy and pertinent to scale their business towards perpetual development, achievement, and ideal results. Consistency, top-notch, quality, and comprehending buyer persona make your marketing strategy stand out. So, while implementing these marketing channels strategy,take care of these points mentioned above. Frequently Asked Questions What is a direct marketing channel? The process of selling directly to the end buyer without any intermediary is called a direct marketing channel. How do you choose the best marketing channels for business? Doing research on different marketing channels, having clear pictures about your objectives, determining your campaign budget, and knowing about buyer persona can help you find the best marketing channel for your business. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is a direct marketing channel?", "acceptedAnswer": { "@type": "Answer", "text": "The process of selling directly to the end buyer without any intermediary is called a direct marketing channel." } },{ "@type": "Question", "name": "How do you choose the best marketing channels for business?", "acceptedAnswer": { "@type": "Answer", "text": "Doing research on different marketing channels, having clear pictures about your objectives, determining your campaign budget, and knowing about buyer persona can help you find the best marketing channel for your business." } }] }

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How Artificial Intelligence Will Change Marketing in 2020

Article | April 8, 2020

Artificial intelligence marketing is looking to change the game of leveraging customer data, with newfound concepts of machine learning to anticipate the next move to enhance a customer’s journey. Read on to find out more. The last few years that went by a bear a fine witness to the rise of innovation in marketing. With newer tools and trends popping up every minute, and a majority of them actually living up to the hype, marketing teams can dream about bringing the sun and the moon closer.

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4 Factors that Help Freelancers Get Inbound Leads

Article | October 16, 2020

Since Hubspot coined the term “inbound marketing,” every kind of business has been trying to get the coveted inbound lead. And why not? Inbound leads usually buy things more quickly, complain less about price, and renew more often. As a freelancer, inbound leads are especially valuable. You don’t have a sales team and scaled up marketing efforts - it’s just you and your time. I know this firsthand, because I’ve had a nearly 100% inbound freelance business since day one. My business has been profitable since I started it and increased in revenue each year, all without needing to send cold pitches. In this blog post, I’m detailing the four factors that helped me build my inbound funnel, each one corresponding to a timeless law of freelancing from my book, The 50 Laws of Freelancing. Step 1: Have a good enough one-liner I’m a freelance writer for startups and venture capitalists. If you asked me what else I do, I’d tell you that I edit, do content strategy, occasionally work with big corporations and governments, and more. But my “one-liner” when I introduce myself is simply that I am a freelance writer for startups and venture capitalists. This is the essence of the “good enough” one-liner. When you introduce yourself, you want to make sure what you say meets two criteria: 1. It’s easy to understand. 2. It’s easy to repeat. If you want to build an inbound funnel, criterion number two is the most important. If I started all of my introductions with everything I do, people would get confused and understand less. But more importantly, they would repeat it less - or repeat it incorrectly. The point of a “good enough” one-liner is so that other people talk about you the way you want to be talked about. When you focus on making it easy to understand and easy to repeat, you give people the language you want them to use. This alone has generated lots of clients for me, who reach out and say they heard I did freelance writing, and wonder if I could help them. Step 2: Try everything and stick with what you like Freelancers often work remotely, and unfortunately that comes with many pitfalls, particularly around freelancer mental health. Obviously, selling more is a critical element of mental health - making money can not only address anxiety about money but also pay for resources and help if necessary. The way that I tackle both the pitfalls of remote freelance work and selling more is to try everything but stick with what you like. You try everything because you never know what might work or what you might like. When you only stick with what you like, you’re more likely to engage on a genuine level and more likely to enjoy yourself. Win-win. In my case, I’ve tried every social media platform I can find, gone to hundreds of events and conferences, and even did a cultural exchange vacation to France to help a family restore their old chateau. If the platforms or experiences didn’t give me clients directly, they provided stories that rounded me out as a human and freelancer, resulting in more sales. Step 3: Ask for referrals the right way Asking someone if they will refer business to you is asking for a favor. Even if you pay them a commission, you’re still asking for them to use mental energy to remember your sales pitch then leverage their social capital to send clients your way. Instead, make them the hero. Here’s how it works: Step 1: Instead of asking for referrals, remind them of your easy to repeat one-liner and tell them that if they know anyone facing the challenges you solve, you’d be happy to help. Step 2: When that person interacts with someone facing a challenge, they can bring you up as a solution to the problem. Step 3: Introductions you get from that person will be way higher quality because now you’re presented as the solution to a problem, and the person who referred you is the hero who made the introduction. The third person gets their problem solved, you get an inbound client, and your friend gets more social capital for being a problem-solver. Step 4: Build partnerships If you are trying to increase your client base without direct sales, then partnerships are a huge way to go. In making them, though, you have to be clear on the value you provide both to the end user (your potential client) and to the partner. In short, you have to make your partner the hero so they open up their network to you. Here’s an example of what I did: I was working with a venture capitalist on their content, then we talked about a partnership. We agreed on a few pieces of content that I would offer at a discount to any portfolio company that the VC had. In turn, the VC would market me as the solution to any portfolio company needing content. It was a triple win: Startups have limited time and resources, but need good content. The partnership meant discounted rates and a high quality writer. VCs want to solve problems for their portfolio companies. The partnership meant they got an “exclusive” deal for their startups that no one else could get them. I didn’t want to chase clients. The partnership meant a discounted rate, but I still profited because I didn’t have to invest any time selling those clients. Remember: freelancing is a business Too many people assume freelancing is this in-between zone. You’re not an employee, but you’re not a corporation either. The reality is that freelancing is firmly in business territory. That means you have additional administration to work through, but you also have the ability to leverage business frameworks to make you more successful - particularly around building inbound funnels.

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Forget What I Said: DIY Websites Are a Bad Idea

Article | March 11, 2021

When you’re an expert in something, you forget that not everyone else is. Because website content, user experience and design best practices are like second nature to me, I now realize I was wrong about DIY websites. They are not a good idea. Unless you are in marketing, don’t do it. You’ll make a mess. This year, I’ve worked with a few companies who insisted on updating their websites with the new copy I created for them. These are brilliant companies lead by brilliant people who are leaders in their field. They are phenomenal clients, and I respect them tremendously. But their websites are just … wow. And not in a good way. Why DIY websites are a bad idea Would you do your own dental work? Install and landscape a pool? Replace your home’s wiring and bring it up to code? Now, some smart asses out there would say yes. Dentists, professional pool installers and electricians would say yes. But you get the idea. The crux of my argument is: Leave it to the experts. And yes, I do realize that there are some amazing DIY website platforms out there. They were specifically created to help non-experts build a web presence. But these platforms don’t let you color outside the lines, so to speak. Once you start changing the design of the theme or template, you are headed into wow-not-in-a-good-way territory. The most common mistakes DIYers make The biggest mistakes fall into three categories: content, user experience and design. Content mistakes The number one content mistake I see is what I refer to as “inward-facing” copy. It’s about the company, not the client. Instead of speaking directly to the clients’ needs and saying, “We do this for you,” it’s more like, “We do this.” It’s very me, me, me and we, we, we. Which is a big no, no, no. Your clients don’t care what you do. They care what you can do for them. A lot of companies also write way too much, bunching words in dense paragraphs that no one is going to slog through. And because it’s so hard to write about yourself, messaging tends to be fuzzy. Essential elements, like calls-to-action, are often missing as well. The list goes on, but if you add up just the above, you are left with a website that doesn’t make a good impression. And that leads me to user experience. User experience mistakes User experience, also known as UX, is an important niche within web design. Without a good UX, your bounce rate (how quickly people leave your website) will be very high. (And yes, I know I’m a copywriter, but I have to understand UX to write good web copy.) Most UX mistakes that DIYers make have to do with navigation. For example, I see content broken out into too many pages. Instead of grouping a company’s history, approach, mission and values on one page, each of these topics get their own page. I don’t know of anyone who will patiently click through four pages of a website to learn this essential company information. Good UX also ensures each page is a “closed loop,” aka, web visitors never hit a dead end. They can always navigate to another page from the page they’re on, whether it’s a contact form, a case study or a blog post. This ensures they always have more to do (and it keeps them on your website, which is a good thing). Web design mistakes Even though I was super into art when I was young, I never in a million years would attempt to design a website. It’s an art and a science. Good web design uses different (but corresponding) fonts, colors and sizes to vary the texture of the copy. It also sizes and aligns images just right, adds contrasting blocks to signal you’re in a new section of content and keeps your eyes engaged and the brand visually coherent. This is a tough balancing act that requires excellent graphic design skills. As I alluded to above, I don’t mess around with it. If I did, my website would look like a first grader designed it. And that’s not exactly the vibe I want to give off. So now what? If you’re now thinking, “Oh crap, I wonder if my website is a POS,” I suggest hiring a marketing agency to do a website audit of your front end (what web visitors see) and back end (the configuration and apps that are running your site). You might find out that your website only needs a few tweaks to. Or, you might find out it needs a full overhaul. Either way, you’ll end up with a more functional website that better serves your clients. At the end of the day, it’s all about them anyway.

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Spotlight

Publicis Health

Publicis Healthcare Communications Group (PHCG) is the largest health-oriented agency network in the world. A division of Publicis Groupe, PHCG manages top-tier agencies specializing in promoting innovative solutions in advertising, digital, branding, message delivery, market access, and medical communications. PHCG is dedicated to creating experiences that compel action, change lives, and amplify business outcomes. With more than 6,000 employees, PHCG manages 14 agency brands in more than 60 offices located in 10 countries. PHCG’s brands are Saatchi & Saatchi Health, Digitas Health LifeBrands, Publicis Life Brands, Razorfish Health, Heartbeat Ideas, Discovery, in-sync Customer Insights, Publicis Health Media, Publicis Touchpoint Solutions, Langland, Maxcess, PDI, Tardis Medical and Verilogue.

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