Audience Team

  • With Entrepreneurs Freaking Out After Facebook’s Drastic Newsfeed Change, Here Are 4 Things You Can Do Right Now to Survive

    Image credit: Kommersant Photo | Getty Images In the hours following the announcement from Facebook CEO Mark Zuckerberg on Thursday that the social network wanted to focus more on "meaningful interactions" between people, pandemonium struck in the business world.In Facebook’s effort to reduce news feed noise, posts from friends and family now have even more priority over posts originating from Business Pages, including ads. If you run a business on Facebook, you’re affected by this news feed update Mark Zuckerberg announced last week. To know which type of content gets the most engagement (and therefore will play favorably into the algorithm), look at the Engagement Rate of each post. We’ll compare these two recent posts from my own Facebook Page where I went live to break news of this update. In our example, post no. Post no. Now is the time to make livestream a part of your social marketing strategy. Be you, show brand personality, and go live. Just make sure you are active, too. Ask your audience to mark your Facebook Page as See First by updating their Following preferences directly on your page: Under IN YOUR NEWS FEED ask them to select "See First."
  • How Influencer Marketing Can Become a Powerful Weapon for Brands

    In fact, Bloglovin found that 63 percent of the marketers it surveyed had increased their budgets for influencer marketing in 2017. But, with thorough planning, you can budget accurately for your 2018 influencer marketing campaigns. Let's focus on an apparel item, jerseys, for example -- the kind worn by millennials, which play off music and sports personalities. Jersey Champs is one company I looked at because of its success setting up royalty deals with some of the most prominent music artists and professional athletes in the business. Of course, you also need to drive traffic to your website to make sales. If you have influencers promoting a particular product of yours or a range of products, make sure those influencers share a link to the relevant page on your site instead of just mentioning it. So, instead of having them change the URL in their bio for every new post, have them promote a link to their unique landing page within your website. Your target audience is key, and so is your price point. To make sure the influencers you work with can influence your target audience, you're probably lookingfor influencers whose audience contains people from your target demographic. As Jersey Champs founder Sean Kelly told me: “Though it is fairly obvious that setting a lower price point increases consumer demand, this tenet is even more so true in the jersey market.
  • 5 Tips for Creating Quality Video Content Even If You’re Clueless How to Begin

    “I think the best place to start for a business that wants to create video content is to make video for your existing clients,” Hertzberg says. When you start thinking about videos you want to make, focus on giving away knowledge. Educate your consumers by giving them information that will improve their lives. Don’t know where to start? If you’re lost about which type of video content to produce, go right to the source. Take to social media and ask your audience what they want and need. An AMA is an easy place to start for live video, plus you’ll learn more topics to spin into future video content. There’s plenty of platforms to reach people with video content, but your platform might not be that important in the big picture. Then, make sure you're engaging regularly with that community. For more from the Propelify Innovation Festival -- or to see Williams and Hertzberg's full talk -- visit
  • Will Customer Profiles Replace Marketing Personas?

    Emerging technologies make it possible to move segmentation and personalization models beyond marketing personas to distinct, individual customer profiles. This evolution from buyer personas to individual profiles can provide superior personalization and an enhanced experience for shoppers. This customer data is collected, analyzed, aggregated, and organized into groups or cohorts. Personalization Personas help marketers understand or think about groups of shoppers. While the persona for “Tom” may describe what individuals in this group generally have in common — such as occupation or location — it still ignores distinctions within the cohort. Individual Profiles The movement from personas to profiles begins with collecting much more comprehensive, even real-time, customer information across all sales channels and interactions and placing all of it in a single database, where it can be analyzed and used to draw conclusions not about a group of people, but rather about individual people. But rather than generalizing this information to describe a group, the marketer will store it for a single customer. Social media identity, including a Facebook profile and similar. This retailer may want to remarket the Carhartt jacket to the non-buying shopper with on-site merchandising and email. The retailer would not be marketing to a “Tom” persona, but to actual individuals.
  • What Aristotle Can Teach You About Marketing

    But what does this all have to do with marketing? He believed that every persuasive argument relied on three pillars: ethos, pathos and logos. His theory has been called “the most important single work on persuasion ever written.” Here’s what Aristotle had to teach modern marketers 2,300 years ago: Ethos Ethos is all about credibility. Aristotle believed that it doesn’t matter how well-reasoned or logical an argument is if the audience doesn’t trust the person who’s delivering the message. If you haven’t established yourself as an authority, you’ve lost before you’ve even begun. You have to find a way to make your audience feel. They should always be on the lookout for stories they can tell about themselves or their customers to tap into Aristotle’s emotional pillar of persuasion. While the philosopher believed that logos is the most persuasive of the three pillars, he also understood that logic alone would not be enough to persuade an audience. As true as that statement might be, you have to show the logical reasoning behind why that product is useful and beneficial. Marketers can take advantage of logos by learning how to better showcase the logic behind their messages.
  • The Brand-Content Preferences of Different Age Groups

    Which types of content do consumers of various ages want to see more of from brands? Do some content formats resonate more with certain age groups? To find out, HubSpot surveyed 3,010 consumers age 18 and older in Colombia, Germany, Mexico, and the United States. More than half of surveyed consumers age 54 and younger want to see more videos from brands they support. Some 47% of consumers age 55+ also want to see more videos from brands they support. There are significant differences in the preferences of various age groups for other content types. Only 22% of consumers age 18-24 value emails from brands they support, compared with 68% of consumers age 55+. Older consumers tend to find text content from brands more memorable than do younger consumers. Consumers of all ages say video is the most memorable type of brand content. About the research: The report was based on data from a survey conducted in 2017 among 3,010 consumers age 18 and older in Colombia, Germany, Mexico, and the United States.
  • Getting Organizations to Accept Your Great Ideas: A #CMWorld Chat with Carla Johnson

    But as #CMWorld Twitter chat guest Carla Johnson explains, hearing “no” too many times beats down our creativity. So how can we marketers pitch a creative idea? How much detail should we invest? Our community had mixed responses. A5: If you present your idea with a plan, it shows you’ve thought it through which can increase the likelihood of getting it approved. #CMworld — Erika Heald | Freelance Chief Content Officer (@SFerika) January 9, 2018 A5: If you rely on others to approve your ideas, of course make and share a plan. Be the champion of your own ideas. But often, simply entering the idea into a conversation is a start, and as you move forward you can gather support to back it up. Our #CMWorld family have a wide variety of ideas they’d like to see come to fruition this year. A7 A mastermind group that would meet regularly (virtually) to brainstorm, develop, share innovative content strategy practices.
  • 4 Top Trends in Customer Centricity to Drive Digital Marketing Success in 2018

    Simply put, thanks to these modern essentials, our behavior, expectations and attitudes as consumers have changed—and they’ll continue to. In fact, last year comScore reported that users spend an average of 69% of their media time on smartphones—and other research shows that the great majority of people use the internet and mobile technologies to research products before they buy. What does this mean for brands and marketers? According to Content Marketing Institute (CMI) and MarketingProfs’ 2018 content marketing benchmark reports, 72% of B2B marketers and 76% of B2C marketers use pre-produced video as part of their strategies. Humans are visual creatures by nature, and as the internet, social media and technology have evolved, consumers are spending an increasing amount of time in front of the screen—elevating video as a preferred engagement medium. According to other research by Think with Google, video is straight up changing how people shop. Here’s what Think with Google had to say: “Since many users aren’t going to be able to physically touch a product before they buy it, brands need to come up with creative ways to help people ‘experience’ it online. That means users will be validating any claims you make, so make sure your product can live up to them.” Read: Report: What Marketers Need to Know About the ‘State of Video Marketing’ #3 – Consumers are growing more curious—as well as more impatient. What does best-answer content look like? Influencer marketing has exploded over the past couple years, and it’s not going anywhere in 2018.
  • SEO: How to Identify High Rankings That Produce No Clicks

    Keyword Rankings Many search engine optimizers believe that a web page can rank organically for just a few keywords, perhaps three to five. Let’s challenge this assumption using Google Search Console’s Search Analytics feature, at Search Traffic > Search Analytics. To find the keyword rankings for a page (such as a top category or product), follow these steps. Go to Search Traffic > Search Analytics > Pages. Click on “Position” (at the top) tick to get ranking data for your keywords. There are still 883 keyword rankings! Zero Clicks One could accept no clicks for very few search impressions. — To create this report, I first created filters of keywords with zero clicks that are in positions 1 through 5. Generating Clicks Now you know the keywords that rank in positions 1 through 5 but receive no clicks. Second, your search ads are stealing from the organic clicks — use this AdWords report to check.
  • 7 Dreadful Marketing Mistakes to Avoid in 2018

    Not taking the leap from personalization to individualization. Everybody's talking about personalization, but marketers still struggle to create meaningful customer experiences. You’ve no doubt heard the 80/20 rule, also known as the Pareto Principle: 80 percent of the effect comes from 20 percent of the causes. But are you using it in your marketing? Whether your focus is on content marketing, social-media marketing or email marketing, 80 percent of your effort should be spent providing value to your audience. Retention marketing should be the backbone of your marketing strategy. No wonder it's employed by 94 percent of small businesses, 93 percent of business-to-business (B2B) companies and 77 percent of business-to-consumer (B2C) organizations. They don’t just stick with the same old channels and strategies. Not spending time crafting your message. When it comes to marketing, it’s not just channel that matters: it’s also the message.

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