Category Archives: Content Marketing

Are you leveraging retargeting marketing wisely?

social-media-advertising-facts-infographic-2014An ideal situation for business owners is when buyers visit the website and register expecting a sales executive to get in touch. The sales rep later contacts the visitor and converts him/her into a customer. But unfortunately, such a linear process seldom happens with visitors who browse websites and then leave for an alternative option only to return months. Now, there is this new concept, retargeting marketing, that is being used by digital marketers very commonly to redirect one-time visitors to their websites again and the results have been great.

So what is retargeting marketing?

98% of visitors who visit your website leave without converting. You can use retargeting marketing to convert these visitors. It is a form of marketing through which you target users who have previously visited your website with banner ads on different networks across the web. In this, a small code is added to the landing page (or website) controlled by the marketer or publisher, which places a cookie in each visitor’s browser, adding them to an audience list in retargeting. That audience can now be retargeted with a specific campaign aimed solely at them.

Retargeting marketing is has target customers. B2B companies are often the best candidates for retargeting. But then, it is ideally for site that fails to have a 100% conversion.

Why should one use retargeting marketing?

Retargeting has emerged as a very powerful marketing tool especially for performance driven markets. There are various reasons why it is so important these days:

  • You get a second chance to convert a visitor: The interesting thing about retargeting is that you are targeting potential customers who are already aware of your brand as they have visited your website earlier. These customers will know about your products and services and are more likely to get converted into customers through continuous persuasion.
  • Create your own data mine: If you already have a continuous flow of one-time visitors to your site, then leverage that and create your retargeting list. It complements SEM and SEO efforts to a large extent. This enables you to keep a track on the visitors who would have otherwise gotten away.
  • You can create a recognizable brand through retargeting: Through retargeting, people get to see your ads everywhere that gives the impression that your brand has a big ad campaign running. This itself is enough to create a lasting impression on a potential customer’s mind and goes a long way in creating brand awareness that enables easy brand recognition. It acts more than just a conversion focused tactic.
  • Cost effective: Retargeting marketing gives a great return on investment making it a very cost effective method of marketing. Many people consider retargeting to be the one of the top tactics in display advertising when it comes to ROI. Also, the engagement is typically higher because of increased level of targeting.

Choosing the right channel for retargeting

There are plenty of channels these days online that you can retarget potential customers through. This will again depend on the kind of business you have and the kind of customers you want to convert. You can use third party platforms like: PerfectAudience, AdRoll, Retargeter, Bizo, and a few others or you can retarget through the social media channels like: Facebook, Twitter, LinkedIn and so on. The ads will vary according to the channels you choose and there are certain advantages and disadvantages of each. For most products and services, social media channels works well as more people are likely to be reached through these platforms. Here the interactions are more too and hence the chances of being talked about is more.

Takeaways of retargeting marketing

Usually a brand gets one chance to make an impression but with retargeting, it is more than just one. Retargeting can be incredibly effective for advertisers who put the time in to manage and optimize spending effectively. You don’t have to worry about competition like with many other channels, you control every piece of this channel, and you have unlimited options on how to utilize it.

In the highly competitive world of digital marketing, you want to utilize every advantage possible and maximize the value of each of the visitors you drive. In the case of retargeting, you are leveraging your own first-party audience data, which, as we’ve discussed before, is the most valuable type of audience data.

At Unspun , we help our customers retarget their one-time visitors through different channels.

5 Great Digital Marketing Ideas for B2B Companies

digital-b2bTraditionally, B2B companies have restricted themselves to marketing their products via trade shows, direct mail marketing, and a sales team that called on stakeholders of current, past and prospective clients. Though these techniques may still have some value, in order to swim in the sea changes of today’s digital world, brands must incorporate innovative ways to influence their audience.

Nowadays, almost everybody spends a considerable amount of time researching purchasing decisions online, including business owners/decision makers as well. While Twitter and LinkedIn are the most used social media networks in B2B space, they are not the only channels.

Here are some of the other channels that B2B companies can use to optimize brand exposure online:

Infographics – They are one of the coolest new tools for online marketing and are being lapped up by businesses across sectors. Infographics can be pretty handy for B2B businesses for digital marketing as they represent boring data in an appealing way.

They represent the data by tell a story which explains a complex process in a simple way. Data in the inforgraphics can be represented in the form of text and graphics.

One such infographic was created by Monetate, a provider of cloud-based technology for online marketers that employs a tag-based method for segmentation, testing, recommendations, and customer analysis for the Web and Email channels. It was a retailer’s guide to Big Data.

Blogs – Blogs are one of the most influential social media marketing tools in today’s date. While B2C companies are cashing in on it, why should B2B companies be left behind? In order to have truly effective content, you must leverage multiple mediums to tell your story and blogs are one of such mediums.

An effective story telling through blogs can help your customers learn about your brand. American Express has a site called Open Forum where with new content, including blog posts and videos are frequently posted.

Videos – Videos have emerged as one powerful medium that can convey ideas and it is a great tool for marketing. While typically it wasn’t considered for B2B companies to have flashy enough content to use for marketing, now it is more of a myth.

With a certain amount of creativity, anything can become interesting. For example, this particular company called Taulia that provides cloud-based invoice, payment and dynamic discounting management solutions came out with a parody video that became quite popular. The video showed what could happen if you don’t use their services. Also, Cisco’s Youtube channel has more than 33,000 followers and almost 5 million video views.

Webinars –  One of the most interesting ways that a B2B company can engage its audiences is through webinars. Just like conducting a physical seminar, you can opt for a webinar where you can have an expert from to speak to the target market.

But, for that you’ll need to do proper research and come up with the relevant topic that will interest the target customers. Maersk Line has been hosting webinars successfully for some time now which has a wide audience.

Contests – In a branding exercise, Adobe conducted a contest which was a like scavenger hunt where participants had to pick up puzzle pieces from underneath balloons located around the city and return them to Adobe HQ.

Locations tips about the same were shared on social networking websites where the contestants stood to win prizes. You could do the same on social networking websites to increase brand awareness.

Visit Unspun Consulting group and know how we can create custom digital marketing solutions for your B2B Business.

How to Create Awesome Content

Content_Marketing_StatisticsYou would want to create amazing content that humanizes your brand. You need content that gets customers to convert. But let’s be real: You don’t have time to maintain a blog, and keep your business running at the same time!

There are so many wonderful things about the digital age in which we live, and we’re lucky to have an ever-growing abundance of information at our fingertips.

Social media is a great way to attract attention. But that doesn’t mean you can just throw your links out there and people will come flocking. If you want your content to succeed on the major social media networks, you must consider whom you are sharing it with. Then, you can write the perfect copy and produce the best content and optimize it for each social network to lure them in.

Here are some tips for how you can create amazing content that defines you:

Integrate your work and play
Creating content is a lot more fun when you can truly be yourself. When you’re yourself, you can tell stories. And when you tell stories, your content marketing is holistic and comes alive.
Your stories are your strengths. When you integrate your work and play, you open the gates to creating amazing content for your business. It gives you more creativity to create content. And creativity is the best (and sometimes only) way to stand out.

Create conversations
Markets are conversations. This concept isn’t new. But so many businesses forget its value. Creating conversations is extremely important. You need to create conversations with your customers to create amazing content. Your content needs to cause some type of reaction. And when you can create conversations that cause reactions you can.

Have fun with your content
Stop waiting on the traditional systems of yesterday to save you. The tools are in front of you to create your own platform and pave your own path.
When you have fun with what you’re creating, your culture comes alive. And bonus -sales happen more naturally.
Show off your amazing personality by creating fun, engaging content. It shows you’re a leader in your industry. And leaders make an impact with their business (and make more money!)

Focus on one type of content. And do it. Do it well.
Your blog is one of the most important channels for your content marketing efforts. If you want to start creating content, but you’re not sure where to start, blog is your answer.
A blog is the cornerstone for your business. And when you create written content, it can exist on the Internet forever, and get picked up by Google. And who doesn’t want to be on Google?

Opt Out of Updating Old Content; Make New Posts Instead
If you’re blogging about a developing story or continuing topic, create a new post rather than updating the old page. Your audience do not want to read articles and posts that they already have. Redundancy is always a big NO.

Use Online Data to Discover Trends
Twitter provides great real-time data about what topics are trending and what people are buzzing about, and Google Trends gives insight into the hot button topics people are searching for. Creating content with this online data in mind will keep you in the loop and allows you to optimize your content for those trending search terms.

Evaluate your Top Content
Testing allows you to discover what is working and what is not in your advertisements. Evaluating your top content is the same idea. Examine your top-ranking pieces and try to see why those posts did so well. Did you include several images? Was it a timely news piece? Did you include a great offer?

Make it Easy to Share
Imbed Twitter, Facebook, LinkedIn, and Google+ buttons on your content pages so that visitors can easily share them via social networks. We’re all far too busy and/or lazy to copy and paste.

Use Dynamic Content and Internal Links
Increasing on-site discovery is important in boosting page views and time on site. You can suggest relevant topics to visitors through the use of dynamic content (most shared topics, most viewed topics, etc.). Internal links and relevant anchor text also make it easy for your visitors to discover additional content and navigate seamlessly throughout your site.

Keep Your Ideal Audience in Mind
Always create great content with your ideal customers in mind—will this information be valuable to them? If not, how can you craft the information so that it will interest them? If you use personas in your marketing efforts, consider the various personas, their individual interests, and unique needs.

As always, content is king. Your pieces won’t ever get too much attention if they don’t offer valuable information that interests people. However, when you’re creating great content that just doesn’t seem to rank, these tips might be just the boost you need to get your content noticed.

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5 Tips for writing better Blog Posts

writing-better-blog-post-titlesBlogging is an important tool in content marketing, and with the number of blogs out there, it becomes important to stand out and get noticed in the blogosphere.

If the title doesn’t grab you, you are not going to look at the post. Similarly, if the intro isn’t interesting, the rest of the blog post will definitely be ignored. There are some ways in which you can improve the quality of your blog post.

A good title: The importance of a good title is often underestimated. People spend a lot of time writing the post and then give a title that is less than imaginative. This is a sure-fire way of getting your blog ignored. Spend some time crafting that eye-catching title. It will serve you well.

Making lists: Rather than write a long essay, if you were to break down your blog post into a list, it will get more hits. The reason is that online readership is different from offline readership. On the net, people have very little patience and time to read essays. They should be able to get the gist of your blog just by scanning it.

Be original: The thing about blogs on the net is that there are millions of them. If you are going to say the same thing that others have said and offer no fresh perspectives, why should anybody read your blog? So dare to be different. Be bold, be yourself.

Format your content: Try placing visual cues at different places in your blog. Number it if it is a list. Use the bold font to differentiate subheads. Use bullets appropriately. In short, follow all the formatting rules, so that your content stands out on the net.

Use relevant images: A blog with an image looks far more attractive than a blog without. So choose a suitable image and add it along with your blog to draw eyeballs.

You need to first attract the reader to your blog through an image, then by your blog title and then the intro. Get these rules right and you’ve got yourself a blog that’s worthy of being shared.

Social Media Stats do the Talking in 2014

2014socmedia-statsGlobal Web Index is one of the most trusted sources of information on social media growth and trends. According to recent figures, Instagram, Reddit and Linkedin are the fastest growing social platforms. The most popular social networks are Facebook, Youtube and Google Plus. Social networks are now at a stage of maturity where they give opportunities to reach all age and gender groups. The exceptions to this are Instagram and Tumblr which are clearly popular with younger age groups. Overall, consumers now spend an average of 10.7 hours a day with all forms of media and 5.6 hours of that on digital.

Social media marketing budgets will double over the next 5 years. 52% of all marketers have found a customer via Facebook in 2013. 43% of all marketers found a customer via Linkedin. B2B companies that blog generate 67% more leads than those that don’t. Videos on landing pages increase conversions by 86%. Customer testimonials have the highest effectiveness rating for content marketing at 89%.

The statistics speak for themselves. Social media marketing is one of the important ways to generate leads and get new customers. Content marketing also forms an important part of this pie. Companies that do not get on to the social media bandwagon are clearly going to lose and lag behind.

Startups would do well to adopt social media in their marketing strategies. It is inexpensive and effective. The digital landscape is constantly evolving and we need to keep an eye on trends and stats to leverage the information to develop effective online marketing strategies.

8 Tips on Effectively Using Social Media for PR

SocialForPRComms_MarketingCloud_ResourceTileUsing social media for PR is an effective way to promote your brand. No start-up or small business can afford to ignore this aspect of marketing. The big brands are already doing it and with great results. Here are a few tips on how to use social media for PR.

 

Social media is more than just Twitter

Social media does not mean just having a Twitter account and tweeting. There’s so much more to it. With Twitter alone you don’t get analytics, direct SEO benefit and nor do you control the network. For a truly effective social media presence to help your PR, move beyond twitter and use other networks too.

Become a platform-agnostic thought leader

Don’t be famous only on one network. Try to be a thought leader for your brand across networks. You should be known for your pathbreaking views on a particular industry.

Don’t focus too much on one network

We all know where Orkut is today. Spending all your time and focusing your energies on one network could backfire if the network falls out of favour with users. Focus instead on community building and funnelling subscribers to one common destination.

Choose strategy over tactics for long-term benefits

If you share content that strikes a chord with people, you will see results and fast. But that’s only a tactic. You need to engage in several such tactics over a prolonged period of time. That’s when you have sound strategy, which will translate to long-term success.

Outlast your competitors

Continue to generate content in those sites where you’ve been doing it for a long time. You need to reach the point where publicity is generated as a by-product of participation.

Find the link between Social Media, SEO and PR

There is a connection between social media, SEO and PR, and smart PR agencies capitalize on these connections to get higher visibility on numerous fronts.

Use your keyword glossary across all media

Don’t restrict your keyword glossary only for your SEO. Use it across all channels and media to optimize the content and improve your inbound marketing results.

Build links through social participation

Through social participation, you’re going to get attention for your brand. And attention on the web translates to links.  This, along with other link building tactics can result in better rankings and referral traffic.

So go ahead and take that first step to use social media for PR. It’s something that can no longer be put off and is no longer an option. It’s a must for every start-up or small business, which can take a leaf out of the books of large corporations who are doing it and with elan.

 

5 Tips for Email Writing that Converts

emailContrary to what people are saying, email as a medium of direct marketing is not dead. If used right, an email can get you conversions. So don’t ignore this still-popular tool of communication and direct marketing.

Personalize the email: An email should be like an actual conversation with the recipient. It should be personalized and be packed with personality. No impersonal, boring, cold emails that sound like a robot just spoke.

Good Content: Your email should contain good content or direct the recipient to a landing page or webpage packed with great and relevant content.

Build Relationships: Reach out to your audience with sincere and direct messages that strike a chord with them. People are more likely to listen to those who they like. So make sure your audience likes you. This can be done by effective email writing.

It’s also in the timing: The day and time that you send out your emails can affect open rates and click through rates. So be sure to know which is the best time to send out your email. It varies with regions and the target audience. The frequency with which you send out emails is another factor.

Length of your email: You will have to vary the length of your email on a case-to-case basis. Some emails need to be long and descriptive, while in other cases, being short and to the point would suffice. You are the best judge of when to resort to which kind of email. Ideally, you can write a short email when you direct your reader to a landing page or other web page, which has more content. When you are trying to educate the audience or influence them, a long mail works better.

Hope these tips will enable you to create emails that lead to conversions.