Marketing

  • 15 Writing Tips to Make Your B2C Blog Posts Shine

    What’s the difference between a blog post that makes your reader feel curious, laugh, and empathize and one that informs, but is otherwise lackluster? The difference is a sense of connection, a sense of humor, and a wittiness that admits the subtleties of irony and nuance. Don’t worry – you don’t have to be J.K. Rowling to tell a great story. Literary genius is not a prerequisite for making your B2C blog posts shine. It certainly helps, but it’s not necessary. There are several simple things you can practice and keep in mind before, after, and while composing your posts that will showcase your creativity and cause readers to take notice. 1. Surprise your readers. The element of surprise lends novelty to your post, and it can inspire readers to lean in. One of the most common reasons we tune out or dismiss a blog post is because we think we already know what it has to say. We’re protective of our time and weary of the redundant. Note that this doesn’t mean reinventing the wheel. What you have to say may have been said before, but it may not have been said in the way you’re saying it. Leverage…

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  • 6 Ways to Make Experiential Marketing Work for Your Brand

    Any teacher can tell you that kids learn better when they get to participate in their learning. Whether it’s as simple as pouring vinegar onto baking soda to watch a chemical reaction, or as complicated as creating a business plan for a hypothetical business, experiencing something is almost always more effective at helping us retain information than just seeing or hearing that information alone. And guess what? Teachers aren’t the only ones in on this secret. Savvy marketers have been applying this truth to their marketing efforts for years. It’s called experiential marketing, and used correctly, it can be a powerful way to amplify your brand message. If you’re new to experiential marketing, here’s an overview – along with ways you can make it work for your brand. In experiential marketing, experience > marketing. Experiential marketing is a marketing tactic that directly engages consumers, inviting them to participate in a brand’s ongoing story. Some examples of experiential marketing, for example, include: Heineken’s “Departure Roulette,” which gave airport travelers the chance to “drop everything” and commit to a trip to an unscheduled location. The Aston Martin On Ice campaign, which invited journalists and industry insiders to test-drive the new Aston Martin…

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  • 7 Ways to Update Your Digital Marketing Strategy Right Now

    Your digital marketing strategy should change with the times, but often, businesses get stuck using the same tactics over and over – even if they don’t provide the kind of results we’re looking for. But the great thing about digital marketing strategies is that you can change them quickly – today, even. Here are a few ways that you can update your digital marketing strategy right now. Do a quick audit of your social media profiles If you set up your social media profiles some time ago, it’s probably time for a quick audit of each. This is a time to reevaluate each and decide what’s working and what’s not. Are you spending lots of time writing posts on Medium, but not seeing much ROI? Maybe it’s time to reallocate that effort somewhere else. Are your Instagram followers growing steadily? That’s probably a platform you want to focus more on. As you’re doing your audit, remember that you don’t have to have profiles on every social media platform, especially if keeping up with them all is becoming a burden. Dump the ones that are sapping your time and energy, and put all that effort into the ones that are really…

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  • Social Media Marketing by the Numbers

    The social media world is huge, with networks boasting hundreds of millions (even billions!) of active monthly users. Each site has its own style and rules, which can make it difficult for brands to get started with social media marketing. Here, we do a breakdown some of the most popular sites and the best way to start making them work for your brand. Facebook Active monthly users: 1.79 billion. Demographics: Facebook has users of every age and gender, but women do slightly favor the site, with 76 percent of women with Internet access using it, compared to only 66 percent of their male peers. Young people use the site more than middle-aged individuals and seniors. The best place to start with marketing your business through Facebook is by actually having a Facebook presence to begin with. A Facebook presence gives your audience a place to interact with your business. They can post their experiences with your product, and interactions between your users on your page are likely to show up on the news feeds of others. Other ways to utilize the site for your business include: Using SEO and keywords in your Facebook description. SEO is important for more than…

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  • 6 Tips for Creating Content That Converts

    Whether it’s getting your audience to purchase your product or subscribe to your YouTube channel, creating content that converts can be a challenge. What seems like a clear and crisp blog post or newsletter might fail to have the impact your company truly wants. What are some steps you or your company can take to engage your audience and steer them toward the result you really want? 1. Utilize lists. From Buzzfeed to Listverse to our own Marketing Zen blog, there’s a reason so much online content comes in list form. Articles in list-form are like finger foods for your brain. They are small, bite-sized, and easily digestible. Readers who skim are more likely to pick up the main points, and readers who don’t skim are more likely to stick with an article until it’s complete. In other words, lists increase the likelihood that your content will be read and understood by your audience. On top of that, science says that lists help with memory, meaning your content is more likely to stick in the head of a potential customer. 2. Take a psychological approach. While most of us were taught at one point or another to ignore peer pressure,…

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  • How We Earned Dippin’ Dots More Coverage Than a Super Bowl Ad…Without Spending a Dime on Paid Advertising

    To paraphrase Ferris Bueller, the world of social media moves pretty fast. If you don’t seize opportunity as soon as it knocks – or in this case, tweets – you could miss it entirely. So when the CEO of ice cream company Dippin’ Dots, Scott Fischer, called us asking what to do about negative tweets about the brand from none other than White House Press Secretary Sean Spicer, we jumped into action right away. The payoff was a viral campaign that garnered well over 10 million views, a potential combined total reach of 1.4 billion* , and more than a dozen tier 1 media articles, plus dozens more in smaller publications. By any accounting, that’s a wild success. Here’s how it all happened, and what your brand can learn from this experience. You can read more about this campaign in MZ CEO Shama Hyder’s column in Forbes. On Sunday, The A.V. Club, a site run by The Onion, published an article describing how Spicer had been venting his dislike of Dippin’ Dots on Twitter since 2010. via The A.V. Club The article picked up traction online, and soon enough, other media outlets picked up the story. Tweets about Sean Spicer…

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  • 6 Proven Strategies for Increasing ROI on Your B2B Digital Marketing Strategy

    The internet has touched nearly every part of our day-to-day lives – and that, as B2B marketers know all too well, includes the purchasing process. Gone are the days when a company had to learn everything they wanted to know about a supplier or vendor from a salesperson. Now, companies can – and do – get most of their information from a website. They can eliminate vendors from their shortlists without even contacting them – which means that vendors may not even know they were ever in the running. In fact, according to data from the Harvard Business Review, customers today are an average of 57 percent of the way through the purchase process before they engage with salespeople. This is a serious disruption of the way B2B sales used to be accomplished. While salespeople are still vital when it comes to refining and closing a deal, B2B companies are having to differentiate themselves from the crowd earlier on in the customer journey. This puts more pressure on B2B marketers. So how can you improve your B2B marketing strategies so that you can attract more customers at the outset, and keep them interested throughout the purchase process? Here are 6…

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  • 6 Ways to Decide Whether Medium is Right for Your Brand

    Medium, the popular blogging platform that made long-form content cool, poses something of a conundrum for many digital marketers. On the one hand, publishing on Medium is an excellent way to boost your reach and increase your credibility as a thought leader in your industry. On the other, building a solid following on Medium can be highly resource-intensive, because Medium isn’t about short, snappy posts that work in a few SEO keywords and some cool images. No – Medium is about great writing, and nothing less. So how do you know whether it’s worth it to dedicate the time and effort to building a publication on the internet’s most writerly social media platform? Here are 6 things you can do to help you decide. First of all, what is Medium, anyway? Although it doesn’t quite have the name recognition of Twitter or Facebook, Medium is a hugely popular platform. According to CNN, it had 30 million monthly visitors as of the beginning of 2016. And judging from the number of followers of the Editors’ Picks collection, which every Medium user follows by default, Medium has more than 650,000 users. Medium was founded by Ev Williams, a Twitter co-founder who was…

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  • 7 Snapchat Marketing Tips That Won’t Disappear After 10 Seconds

    In the world of social media, Snapchat marketing may not garner as much attention as Facebook and Twitter. But with over 10 million video views per day, the importance of this unique sharing app to your brand becomes apparent. That being said, how does a brand utilize an app like Snapchat to the fullest? Provide exclusive content Lush4Blush/WordPress Whether you’re debuting a new shade of lipstick or a new Youtube video, Snapchat marketing offers your brand the opportunity to share exclusive content about an upcoming release with your target audience. You can do this by sharing sneak peeks or quick behind-the-scenes videos. This can work well for your brand for two distinct reasons. One, your audience feels they are getting the VIP treatment when they get to see something not available to the general public. And two, you build excitement for the release of your product whether it be physical or digital. Broadcast live events We have previously discussed the increasing importance of live video to online marketing strategies.  Snapchat offers businesses a unique opportunity to broadcast short videos of just about anything they can dream up. Do you have a production warehouse on-site? Show your customers how their favorite…

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  • 5 Tips for Writing Enthralling Long-Form Content

    When blogging first made the jump from a way to share your personal thoughts with an anonymous, internet audience to a bona fide digital marketing tool, the overriding strategy was: shorter is better. Since then, things have changed drastically. In those early days, people just weren’t that comfortable reading on screens for more than a few minutes at a time. And the same was true for writers – we didn’t really know how to write for online media yet. It was a brave new world, and readers and writers alike had a lot of exploring to do. Today, that’s all changed. There’s tons of data on the differences between how people read online versus how they read traditional media. There’s so much data, in fact, that marketing data collectors like Buffer and SumAll can tell you how many characters you should use to optimize a tweet, and how many words should go in a paragraph if you want maximum readership. They even created this awesome infographic, excerpted below, to give you a quick guide for consultation. via Buffer Social And as you can see, when it comes to blog posts, shorter isn’t so great anymore. Instead, 1,600 words, which translates…

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  • Data-Driven Marketing Is Vital for 2017: How To Make It Your Strategy

    The idea behind customer data-driven marketing isn’t complicated. You collect customer data and then use it to guide your marketing efforts in a more effective direction. While the idea is simple, the actual practice is not always as effortless. The sheer amount of data being generated can be overwhelming, and many times companies are loath to try something new when the plan they have in place is already working. But customer data-driven marketing is simply the best way to curate and create marketing content for your audience, and personalize the message that you’re sending. Why’s that important? You Connect With The Right People Data driven marketing allows you to pinpoint who your marketing campaigns should be targeting, and how you can reach them. You don’t want to waste time reaching out to people who aren’t going to buy your product in the first place, regardless of the brilliant marketing content or discounted price. Divining who your target audience is in the first place is one of the primary functions of data driven marketing. All the data you’ve collected–from sales numbers, customer feedback, purchasing trends, page visits, and ad clicks–can be used to figure out which consumers are most likely to…

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  • 15 Foolproof Ideas for B2B Blog Posts

    B2B blogs can be a challenge for even the most experienced content marketer. There’s the issue of tone, for example. You have to maintain one that’s professional, yet still readable and friendly. That can be difficult, especially when you’re working in a highly specialized industry. Then there are things like images – how do you find interesting images for each and every blog post? You can subscribe to a stock image service, or better yet, have an intern or employee skilled in photography take a collection of shots of the office, your products, company employees, etc. But perhaps one of the most difficult parts of maintaining a B2B blog is simply figuring out what to write about. B2C blog topics are generally easier to come up with, because you can appeal to so many different people’s interests. B2B topics, however, generally cover a narrower, much more specific range. So how do you beat that B2B writer’s block? One way is by checking out our list of foolproof B2B blog ideas below. 1. Case study If you don’t already have a regular case study feature on your B2B blog, commit to this idea right away. The great thing about case studies…

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