A lot of people discovered rock pioneer Little Richard’s Wikipedia page this week following his passing. If a potential new client had a Wiki page, that’s likely one place we’d begin discovering things about them – discovery being the first step in helping them achieve marketing goals. Here are six nuggets to help move your marketing success needle – and you don’t have to search Wiki to find them!
Fire up the following
Virtual meetups and webinars are how we learn and collaborate these days, and online events big and small will likely reign supreme for the foreseeable future. Your existing content can be utilized in a webinar or a virtual learning experience for your customers, but you’ll need to let them know it’s happening.
Use your social channels to spread the word about virtual events with some tips from KoMarketing:
- Integrated features on channels are built for this! Consider using social stories from Facebook and Instagram, Instagram countdown and/or a Facebook event. Some features allow you to boost your post with a little dough to reach more potential attendees. Or, depending on your budget, consider placing some pay-per-click social channel ads to compliment your social posts.
- Use clear, concise messaging to let your audience know how they will benefit from attending your virtual event.
- A virtual event lives on where live events often don’t. Take advantage of the content from your event in a myriad of ways. Record video of your virtual event to use as a download to engage customers post-event, and publicize the download on your social channels. “Sorry you missed the event, but you can watch it now!”
And, utilize the content from the event – including questions and comments from attendees – for future content like blog posts and social posts.
Foundation for fruition
At Savoir Faire, we realized a long time ago that the discovery process lays the foundation for our success with a marketing program. Erasing that foundation can also reduce achievements, which is bad news for both our client and us. Here are things we do to ensure a successful discovery:
- We spend time with a company to truly get indoctrinated into your business style from an internal perspective. We dig into and ask questions about your business goals, challenges, prospects, leads, past customers, existing customers, vendors, influencers, decision makers and competitors.
- Auditing is a key piece of the discovery process, where we learn what sets you apart from the herd, and how we can utilize that to drive more prospects toward you. During this audit, we like to look at your existing digital infrastructure, including your website, email marketing, SEO and social media. We’re looking for what exists today, what measurements we can dig out and what we could do to improve things on the short-term.
- Next, we discover what kind of functionality your website will need to have, based on our research. At the end of the discovery process, our team should be completely up to speed on your company and industry. We’ll have a clear idea of what we’re going to accomplish together.
This blog post goes more in-depth on how you can embrace the marketing discovery process.
What’s up with the competition?
Opportunities for growing your business and furthering engagement with your existing customers may be in plain sight – on the social channels of your competition.
ClickZ offers some tactics for boosting your digital marketing power by examining what the other guys are doing (right and wrong):
Look at elements on your competitors’ Facebook, LinkedIn, Twitter and Instagram channels, such as:
- The frequency of posting
- The engagement rate (how many likes, comments, etc.)
- The most popular channels
Are there days of the week they post that you do not? How do those posts perform? Does their tone match their branding?
Looking at the competition shines a light on where you’re doing well and where you have struggles on social channels. Don’t copy what they’re doing, but learn from post type, frequency and engagement numbers to reevaluate and modify your social strategy.
ClickZ also mentions a guide from SEM Rush titled, “How to Do Online Competitor Analysis.” Savoir Faire uses SEM Rush for a variety of research, including competitor analysis for our clients. If you’d like some more information on our tactics, drop us a line.
Pack action into your CTAs
Your website exists to inspire action from your visitors. Calls to action (CTAs) have historically existed as small on-page enticements – think of them as little ads.
This blog post offers tactics on using CTAs to drive your customers to take the actions you want them to – including what language to use, where and how many to place on a page, and revisiting existing CTAs to improve performance.
For example, consider the anxiety called “fear of missing out” (FOMO), which is about more than just social activities. Instinctually, most of us do not want to feel like we’ve been left in the dark. CTAs can encourage some strong responses with something as simple as, “Click here because your neighbors already did.”
Placing CTAs in multiple locations on the same site page is another best practice. But it’s wise to only link to one page despite your multiple placements, like a hallway with only one door. You want only one action per page, because it’s tough enough to get a visitor to take one action, much less two or three.
If you are serious about improving your CTAs, go back and look at your older pages and update the CTAs, look at their placement and do some testing on language and buttons. Pick a few pages where you can have the same CTA and experiment and test to discover which choices are generating the most-solid responses.
A spring in engagement
A pet peeve of mine is entering a new business, seeing an employee (or owner), knowing they see me in the shop and getting zero acknowledgement. It shocks me that with the struggles of many brick and mortar businesses that customer engagement isn’t a top priority in some shops.
To that point, just getting a lot of people to stop by your website isn’t enough if you don’t have tools for engagement set up. They will bounce faster than you can say, “Have a nice day.”
The Forbes Agency Council offers some engagement tips for your site to help close deals and create customers who want to return.
Rather than talking at prospects, telling them how wonderful your services are, “use your website to demonstrate an understanding of their challenges and how your experience and processes can guide them to success. Sales will grow from authentic connections,” says Brian Handrigan of My Avocado.
According to WordPress, “an initial email with a video receives an increased click-through rate by 96%,” so consider adding some video content to emails or blog posts. As proven by all the at-home video streaming these days, video doesn’t need a ton of pro polish. Your team can be “the stars” of videos, talking about how your services or products solved customer pain points.
“[Video] increases conversion rates. If your website does not have videos you are missing out,” says Rebecca Kowalewicz of Clearbridge Branding.
Get Wiki with it!
It’s easy to get sucked down a Wikipedia rabbit hole. “What was Little Richard’s first hit record?” begins a search that somehow three hours later has you reading about how ice cream cones were invented at the 1904 World’s Fair. (True story.)
What did we do before Wikipedia? And, would a Wikipedia page benefit your business?
Maybe. That’s why Content Marketing Institute just updated a popular article on the subject for 2020. It offers some great food for thought (Mmm, ice cream) on topics such as:
- What is the conflict of interest policy for the person writing/editing a business Wikipedia page?
- What qualifies for a Wikipedia article and what if your company is not there yet?
- What articles/media coverage exist about your company?
The article also offers a step-by-step explanation of getting a Wikipedia page online.