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Campbell Ewald

Campbell Ewald is a full service, fully integrated marketing communications agency with offices in Detroit, Los Angeles, New York and San Antonio. We deliver a range of both traditional and specialized capabilities to our 35+ client brands.

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CONTENT MARKETING

8 Ways to Leverage Content Effectively

Article | November 20, 2020

All business owners know the importance of generating long-term value from company efforts and resources. From marketing campaigns to internal processes, every aspect of operations must work toward providing ongoing benefits for the company. This same concept applies to your company’s content. However, I have yet to see many companies leveraging this thought process for their content marketing efforts. How often does your team create astounding content, only for it to be used once and never touched again? Likely far more often than you’d care to admit! Instead, use or repurpose your company’s content effectively across multiple channels, campaigns, goals, and processes to maximize its value for years to come. Not sure how to do this? Let me show you eight ways to leverage content effectively throughout your business. 1. Build Brand Awareness From social media posts to introductory new client emails, content can be used to generate and sustain brand awareness. Think of this content use as a way to grab the attention of those at the top of your sales funnel. These potential customers are beginning their buying journey and are interested in learning more about your company, products, services, and other related topics. Pro Tip: Be cognizant that much of this content may not even reside on your website! Content management engines like Vestorly or Curata can sort through third-party content that mentions your brand and create an inventory of original and curated content to build a brand awareness campaign. Examples of awareness-related content usage can include: • Social media posts focused on generating engagement • Blog posts about broad, overarching topics in your industry • Welcome emails to new subscribers • Landing pages for pay-per-click campaigns for generic keywords Look through your company’s library of past content and see which pieces you can leverage to create ongoing brand awareness. 2. Generate Qualified Leads Marketing content is most often used to drive qualified leads to your sales team. By creating informative and entertaining content that ranks high on search engines, you’ll attract the attention of potential customers searching for answers online. Chances are that your company already uses content for this purpose. But, have you considered revamping older pieces to function as lead generation content? Transform content into lead generation pieces with a few simple tweaks, like: Adding actionable language and contact forms to blog posts Including a CTA in social media posts and videos Allowing subscribers to respond to emails 3. Educate Your Audience Expertly crafted content is an effective educational tool. When thinking about creating educational content, start within your organization. Ask yourself what content you can create or what third-party content you can share to: Improve hiring and training processes Inform employees on new internal projects, efforts, or initiatives Help strengthen the internal company culture Educate employees on company policies, benefits, etc. Additionally, nonprofit organizations can use content pieces to educate potential donors, volunteers, or advocates about their cause. Businesses can similarly use content to educate users about their product or service. Creating an education hub that pulls your original content in, along with intelligently curated third-party content, is an excellent method for educating customers. Companies like Vestorly and UberFlip provide an efficient and effective solution for this approach. 4. Position Your Brand as an Authority Content can also be used to build your brand’s authority effectively throughout the industry. When it comes to athletic wear and sneakers, brands like Nike and Adidas lead the way. Why? Because consumers think of these brands as the authority on these products. But that authority didn’t happen overnight. It took years of creative and engaging content designed to convince fans of the brand’s leadership and authority on the topic. To escalate your company’s brand influence, start developing content on intriguing and even controversial topics within your industry. From thought leadership articles to in-depth how-to videos, your content can be strategically leveraged to position your company as an industry leader. The most important takeaway is for your audience to trust that you know what you're talking about. Remember, this authority doesn’t appear out of thin air. You have to continuously publish high-level content to break through barriers and become a thought leader. 5. Retain Loyal Customers No one likes feeling forgotten — especially customers. Both B2B and B2C companies rely on customer retention strategies to keep customers engaged. But these strategies require far more content than the occasional email and discount code to operate effectively. Content created exclusively for frequent buyers is an excellent way to retain top-spending customers. Through personalized content, specific blog post topics, fan-only newsletters, and other forms of content, you can work to build a solid relationship with customers who trust your brand. Another tried-and-true way to retain loyal customers is to provide personalized comments with links to curated content related to your buyer’s interests and needs. The Harvard Business Review found that offering customers short tutorial content on product features can reduce churn by 6%. And, Bain & Company reported that increasing customer retention by a mere 5% can improve profits by 25% or more. Plus, through these retention content efforts, you can also leverage your fans to help build your brand authority. Find ways to encourage and incentivize customers to share your brand’s content with others. 6. Communications Tools No matter if you’re a small business or a multinational corporation, an internal communications strategy is the key to success. With this in mind, companies can use their content to seamlessly communicate information internally to stakeholders and external partners. Whether you choose to communicate this information in the form of an interactive blog post or an entertaining video, it’s far more productive than sending an email memo! 7. Analyze Your Industry and Market Effective content usage isn’t restricted to only your content. Collect content from your competition or leading industry publications and analyze it to better understand what’s happening in your market. Additionally, take a look at their content strategy. Is there anything you can replicate or do better within your content marketing strategy? To expedite your content curation efforts, rely on a content engine like Vestorly to filter through relevant results based on keywords, sources, and other criteria. 8. Learn About Your Audience Similarly, you can curate content to gather business intelligence about your audience. Take a look at the content written about your target demographic. What does it tell you about your market’s wants, needs, and problems? Also, comb through content that your audience shares and interacts with. This will provide you with insight into what type of content to create and which topics to focus on. Learn How To Leverage Your Content Effectively Your company’s content isn’t reserved for only the marketing team. Instead, it can be used to: Build lasting brand authority in your industry Communicate important information to internal teams and external stakeholders Gather business and audience intelligence Retain customers and drive up profit If you’re unsure of how to use content effectively throughout your organization, get in touch and I’ll show you how it’s done.

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How Artificial Intelligence Will Change Marketing in 2020

Article | November 20, 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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HOW AI HAS CHANGED THE FACE OF EMAIL MARKETING?

Article | November 20, 2020

Email marketing is an integral part of your digital marketing strategy. The two should be in sync if you want to achieve higher engagement and boost your conversions. However, most marketers believe their emails are either not engaging enough or, are not able to offer the kind of optimization. Artificial Intelligence technology plays an important role in, not just improving the value of your email, but also perceiving your goals and the future of your business.

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A Guide to Create Innovative Service: Delivering Service That Creates Customer Advocates

Article | November 20, 2020

Servicing - It is the Keyword of all the keywords for businesses. Have you ever wondered the reason phrases like “the customer is always right” or “the customer is king” are often quoted by industrial leaders? The answer to this question is that increasingly, the customers have become the main advocates of selling your products. Customers have become one of the most primary marketing tools for businesses across the globe. As the buyers and potential customers are increasingly expecting more knowledgeable insights about the services and products offered by businesses, it is the customers whose advocacy matters the most. Businesses are actively putting their happy customers at the forefront of their marketing campaigns and potential customers to present the value of their services and products. Advertising satisfied customers in creative ways like community marketing, testimonial videos, interactive stories, customer blogging, etc., has become as imperative as ever for businesses. Some businesses take it even a step further by participating in consortiums, communities, associations, and guest speaking at big events in the industry. Hence, the marketing & sales teams and leaders across every industry have been trying to fill in the increasing demand for showcasing more customer advocates. Now, the main question in mind for many people is how exactly to fill in this demand and capture more customer advocates? Is it through providing incentives to the customers? Is it some other way? Let us understand the crux of what makes customer advocacy a major draw and answer these questions along the way. Customer Advocacy - The What and Why of Its Significance The definition of customer advocacy is putting in immaculate focus on the needs and requirements of the customers. The customers in 2020 are smart and have many other alternatives to avail the services or products you are selling. Hence, the conception of pulling a fast one over any of your customers just to make easy money is not even an option in today’s age. In a marketplace with intense competition, businesses have no other choice than to provide exceptional customer services and experience. It is no surprise that word travels at the speed of light in the age of social media, and any review can go viral worldwide in an instant. Therefore, customer advocacy programs have become such an integral part of businesses, providing them with a competitive advantage and acting as a secret weapon for increasing customer servicing standards in the industry. Best Ways of Generating Innovative Service to Capture Customer Advocates The paradigm shift in the demands of the customers in today’s age has urged businesses to dig deeper into customer insights and find the best ways to enhance their customer experience. To optimally achieve exceptional customer servicing, businesses need to be creative, intuitive, and innovative with their strategies, which would subsequently help them in generating customer advocates. Here are some of the best-proven ways to ensure peak service innovation: Deliver on Your Promises and Acknowledge Your Mistakes: Many businesses lost sight of the primary goal of offering promises to their customers - They must be delivered on. An undelivered promise will leave a much worse taste in the mouth of a customer than lousy servicing. Hence, acknowledging your mistakes (if you make any) is a crucial part of generating customer advocacy, as it establishes trust within the customer of expecting complete honesty from a business. Building a solid foundation based on service, customer experience, responsive delivery, and in-person experiences are the main pillars of building customer advocacy. Know the Problems of Your Customers: Market research is, perhaps, one of the greatest tools for gaining informative customer insights. An industrial leader once said that “The most important thing you can bring to a dialogue with me is knowing my problems”. This is the exact thing that the customers are looking for from businesses. Developing a customer as a viable reference requires businesses to know everything about their problems, their needs, and their expectations. Once a business knows all of this, they can excellently service their customers. Customer References Should Be Put Together with Their Peers: Executives and managers who might be dealing with similar issues as the customers should relate to your firm for presenting a holistic view of their experience and expectations. So, how can your business connect these two forces you might be wondering? The most convenient way to connect them is via live events, the Internet, teleconferences, consortiums, and events. Here, they can not only connect, but also exchange their ideas while learning various new approaches to customer servicing. Smartly Market Your Customers: Case studies and whitepapers are the primary sources of marketing for many businesses. Smartly incorporating customers’ achievements in advocating your business and their testimonials can pull in a much bigger number of prospects for businesses. Prospects are not looking for exaggerated descriptions of the services offered by your firm, but the real-life applications of them, which grounds the services and presents them with a real oversight of what to expect. Coordinating PR Messaging along the Lines of the Customer’s: Customer advocacy has the word “customer” in it for a reason. Aligning your PR messaging with what the customer wants to convey about your business is very imperative. These customers will be providing their time to advocate for your business. Hence, it is important that the core takeaway of the PR messaging is properly aligned with what the customer wants to advocate about your business. Success is a Two-Way Street: As mentioned previously, it is important to emphasize the fact that the customer advocates are devoting their time and resources for your business. Hence, their expectations for your business succeeding is for the obvious reasons. If your business falls in the category of an SME, then you are more likely to thrive for a longer time. If your business falls in the category of a large enterprise, then you are more than likely to invest your capital in product development and market research for enhancing the services your business provides. Therefore, do not feel intimidation in asking for legitimate reference support, even from your customer advocates. Wrapping Up Now that you are aware of how to implement innovative service for generating customer advocates effectively, all that remains is for you to practice the techniques. Businesses should understand that getting advocacy from customers is significantly different than getting purchases from them. Fresh value propositions, along with optimum future involvement, is the key to getting customer advocates. Embracing this is the most important step in realizing the true potential of the customers, and it can help your business in recording exceptional growth.

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Spotlight

Campbell Ewald

Campbell Ewald is a full service, fully integrated marketing communications agency with offices in Detroit, Los Angeles, New York and San Antonio. We deliver a range of both traditional and specialized capabilities to our 35+ client brands.

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