marketing strategy

  • Influencer Marketing, Outreach, Digital PR: What’s the Difference?

    Digital marketing is a constantly evolving field. Years ago, all you needed was a website, and maybe a blog. Then along came social media. Today, there is such a proliferation of platforms and content online that it’s a challenge to get your marketing message to stand out amid all the noise. Of course, marketing strategies have evolved right along with all the changes, and today, the best way to get your message out to your target audience online is to harness the power of influential people and sites. Think about it. Let’s say you’re looking for some software to help your company grow. Which would you trust more – the software companies’ own promotional material, or an objective review written by an online business software expert? According to a recent study, an incredible 92% of consumers prefer to gather information for potential purchases from people they’re familiar with over any other source.  That means they’ll look for reviews on their favorite blogger’s site, or check to see what a major news outlet says about a product or company, before they go to the company’s own website. Several different marketing strategies have emerged in recent years in order to take advantage…

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  • Why Integrating Traditional and Digital Marketing is a No-Brainer

    The digital age has given us so many things: better ways to stay in touch with loved ones, new ways to market and advertise, a social connectivity that reaches across the world. Another thing the digital age has been quite generous with? Hyperbole. “Traditional advertising is dead!” “Print is dead!” “Cable TV is dead!” “God is dead!” Oh, wait. That was Nietzche. Anyway, you get the picture. Once SEO, social media, and influencer marketing came on the scene, lots of people in the position to make loud and definitive proclamations like this did so, and we ended up with a bunch of doomsday-esque predictions that turned out to be a bit exaggerated. I still read books made of paper, and lots of people I know do too. Advertising firms are still alive and thriving. Cable TV shows no sign of fading away, although it has, certainly, adapted. The point is that no matter how game-changing the digital revolution has been, it’s not the end-all be-all. That’s as true in marketing as it is in any other industry—salespeople, for instance, still make phone calls and face-to-face visits, and retailers still invest in brick-and-mortar stores despite the popularity of online shopping. The…

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  • shAMA: Ask Me Anything: How to Land Epic Guest Post Opportunities & Is Marketing a Deal Breaker?

    In this week’s shAMA: Ask Me Anything, Shama answers Ulyses’ question about how to land guest post opportunities, and talks about whether marketing can make the difference between two equally solid brands. The Coke versus Pepsi wars are real, people. As always, a transcript is below. Hey Zen Nation! Shama here, and we have another episode of “Ask me Anything,” where you guys ask questions and I do my best to answer. Our first question comes from Ulyses on YouTube and he asks, “How do you build relationships with editors or influencers of publications like the Huffington Post, Search Engine Journal etc…so that you can get introduced and start writing guest posts?” So here’s my answer.  The first thing you want to do is establish a base outside of these platforms. So that means whether you’re writing a blog, or on other sites – remember, these are really high-tier publications, so you want to work your way up. Focus on the things that you can do, build up your name, build up a base so when you do get that introduction you can have a much easier time guest posting. I’m a big fan of momentum and I always say, “success…

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  • Our Top 5 Ways to Use Remarketing to Increase Your ROI

    It’s hardly news that our digital experience is getting more personalized every day. Open Netflix, and you see movies recommended specifically for you (my recommended list recently got it completely right with The Wedding Singer, and completely wrong with Columbo—but hey, I appreciate the effort). Sign up for a retailer’s email list and they notify you when items you’ve clicked on are on sale (I and my wallet know from experience how persuasive those emails can be—thanks, Modcloth). But now the personalization is bigger than just on specific sites. You’ve probably noticed that if you search for something on Google, you’ll probably see ads for that thing—tan high-heeled shoes or The Incredibles DVD or a mid-century sofa—popping up on the sites you visit thereafter. It’s not exactly Google reading your mind, although it kind of seems that way. It’s actually an ad strategy called remarketing (or retargeting, depending on who you ask). It’s been around for several years, but it’s only in the past year or so that it seems to be literally everywhere—I mean, when was the last time you visited a website without seeing ads that seemed hand-picked for you, from plane tickets to China, to fitness apps,…

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  • 4 Ways that BuzzSumo Improves Your Digital Marketing Efforts

    As digital marketers, we are constantly trying to keep up with all the things technology is making available to us. Thanks to many different applications and software, we’re able to increase our marketing efforts when strategizing for a client. One tool we’re really loving here at Marketing Zen is BuzzSumo. Whether your focus is social media, content, search engine optimization, or outreach, there is a ton of data and metrics you can get from the site to incorporate into your marketing strategies. Today we’re going to show you 4 of the ways that BuzzSumo can make your marketing team better.

  • How to Brainstorm Content: 6 Tips to Catalyze Ideas

    Are you a content writer? If you are, then, we’re offering you a high-five, up top! Why? Because writing content is hard work. Beyond that, if you are writing for the same client consistently, you’re going to need to be able to come up with unique content, whether it’s on landing pages, blogs, email newsletters, or anything else. But if you’re a content writer and a content marketer, you’re also going to have to make sure that your content can be easily found. What does that mean? Having a great strategy for search engine optimization (SEO). But even with a great strategy, it’s hard to constantly be coming up with fresh ideas for the same client and their same target keywords again and again. So, what can you do? Simple, you brainstorm. Or, is it simple? That’s just the thing. In order to be competitive and create truly good content that is going to have great SEO and result in a fantastic ROI for your client, you’re going to need to become an expert at brainstorming. That’s where Marketing Zen comes in. If you know us, you know our content, social media, and search teams are always working together. That…

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  • Breaking Silos: The Real Secret to Online Marketing Success

    Here at Marketing Zen, we operate in our virtual offices all over the United States, and all over the world. Not being in an office space is great. There’s no one standing over our shoulder dictating what we’re working on, when. This also means though, that we have to be especially good at managing our time and making sure that the work we do is quality and gets great results for our clients. So, how do we ensure we deliver quality work that receives those great results? It’d be easy to say that we all keep our heads down and focus on our own work. And sure, this is important because we have several departments that have a long list of tasks to accomplish. But that’s actually not what gets the best results. In fact, what we find works best is when three teams specifically, find the time to collaborate: content, social media, and search. How Do We Put Our Heads Together? Naturally, the content teams, social media teams, and search teams, all have different agendas and thoughts on priority. Because of this, it’s easy to butt heads and lose track of what is going on with a project. Is…

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  • How to Succeed in your International Marketing Efforts

    Here at Marketing Zen, not only are we based all over the world, but so are our clients. We have clients from Texas to Thailand and we pride ourselves on delivering the best marketing services for them no matter where in the world they are. But how do we ensure that the marketing we’re doing for a client will be successful in their market, if we’re here and not there? There are several steps to take when working on marketing efforts for a client in an international market. Here are some of our best tips on how to best optimize your efforts for success overseas: Understand Your Native Culture Before you can really start understanding another culture and adjusting your marketing efforts to fit it, reevaluate your own. What are you not noticing that you should be taking into account? How would others see your culture from the outside looking in? Take some time to look at the average consumer in your culture and their marketing patterns. Which platforms are most popular and why? What is trending and why? Which social media strategies and content strategies are doing well for increasing conversions? Why is that? Understand the International Culture and…

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  • 4 Basic Rules for Approaching Influencers

    You’ve probably heard the word “Influencer” floating around the web lately. Yes, now those we follow and learn from have a name. While these influencers are members of our industry that we find authoritative, what’s cool about how they’re changing the industry is by creating a community. Labeling different companies, organizations, and people in industries who have an impact as “Influencers” is allowing us to have conversations with them and engage. It’s helping us build our followers and network to build stronger relationships. One of the ways we’re building relationships is to reach out to influencers about posting on their website. This can be intimidating at first and so we wanted to give you some tips on the best way to go about your approach. Be Real Working on the internet has us interacting with screens most of the time. That said, it doesn’t mean that people aren’t still capable of sniffing out a phony. When you approach an influencer, be honest about your motives (which should be genuine). Make sure that you stay on brand in your message. If your influencer goes to your website and your social media channels and sees that the site has a certain sort…

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  • 4 Ways the Power of Habit Benefits Your Business

    An apple a day keeps the doctor away, right? There’s a reason why adages like these become stuck in our heads. The power of habit is a spectacular thing. From childhood, we are taught structure: we get up, we get dressed, we brush our teeth, we brush our hair, we eat breakfast, etc. Somewhere along the line, certain habits fall out of line and we let things go. Luckily for us, time has passed and we are again, utilizing the power of habit to benefit our businesses. Here’s how: Habits bring your team together In the digital world it’s easy for people to become caught up in their role within a company. They do their work and do it well, but when it comes to working with other departments, team members may begin to fall short as they delve into their own projects. Incorporating habits for workflows between departments can help things move more steadily. We recommend implementing the use of the same software of apps across the company. For example, if the marketing team uses one application to keep all of its information, it’s best that the other teams do the same. If everyone in the company has the…

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  • Online Marketing Tips From the Zen Master Herself

    Here’s an infographic based on our CEO’s recent presentation at UnleashWD. Special thanks to the folks at Craighton Berman Studio for the white board creation of Shama!  

  • How To Create a Framework for Your Content Marketing Strategy

    Initiating a content marketing strategy requires extensive research and planning, all based on the position of your current content. If a CMO intends to initiate a content marketing plan from scratch, the planning might resemble a mission statement or a business case study. For businesses that already have a growing content base for their marketing initiative, it serves as a check point from which the content will evolve in compliance with the planning and the framework of the strategy. Furthermore, it should guide content development towards achieving broader business goals as more resources are invested. It is important to note that a content marketing strategy is considered to be a constant work in progress, growing, evolving, maturing, innovating, but always in line with the preplanned framework within which the strategy operates. Thus, this post is meant to address the planning and creation of a framework on which a solid content marketing plan is to operate. Mission Statement Before developing a content marketing strategy, it is imperative to understand your reasons for creating content. The objectives or intended impact of the plan must be understood and outlined. The best way to start the planning process is by creating a mission statement…

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