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“Santa Claus is Coming to Town” may be the most voyeuristic carol there is, but we can learn from it. Bad behavior = no rewards. The same is true for your content, be it blog posts or emails. Plow through these 6 POIs for goodness sake, and get yourself on the marketing “nice list” post haste!

Boost engagement in 2021

Email continues to be a safe and solid way to reach customers and prospects as we wind down a pandemic-rific year. That said, there are a lot of ins and outs to marketing emails – not just spitting out sassy subject lines.

There are so many email-related topics, there could be something called The Ultimate Guide to Email Marketing.

In fact, there is! We’ve taken a good chunk of our email expertise and placed it in an easy-to-follow, scrolling guide, packed with stats and infographics. Refer to this guide to learn how to make email better, more purposeful and more impactful. 

Here’s a tip (and there’s plenty more of those in the guide): consider the specific purpose of each email you create and use it as a gateway to information located on your website that will nurture your contacts into leads and, hopefully, customers.

Masked ads

Many of us have worn them whenever we leave the house over the past 10 months, so why aren’t there more people wearing face masks in video and print ads?

One, of course, is that masks became politicized early in this election year, with no federal guidelines in place.

Two, research shows that viewers don’t react negatively to mask-less people in ads, but they do have negative feelings about ads with masked folks, depending on the messaging of the ad itself. Ace Metrix’s study claims consumers look down on companies that use “tone deaf” messaging related to masks, such as home improvement chain Menards touting a wide selection of masks.

Brands don’t want to be accused of taking advantage of the public during a pandemic. Plus, the study showed that subtle mask wearing in ads was hardly mentioned by participants. Therefore, brands likely think they’re safer going without masked faces in ads, despite what real life tells us.

Show and tell

Attention spans are … is it snowing outside? Oh, where was I? Oh yes, shrinking attention spans. You’ve got to grab a prospect’s eyeballs quickly before their attention wanes. Visuals remain a great way to do this, but they can be time-consuming and/or costly to produce.

Infographics, however, can be simple for small business folks to make and can make a mighty impact, too, with cultivating leads. You might have some impressive statistics about your service or product to share, but if it’s listed in black and white type, many will skip it before they have an opportunity to get impressed.

Forbes offers a process for turning a list into a colorful graphic. The article addresses:

  • Effective infographic design
  • The SIDD method of creating graphics: strategy, ideation, design and distribution
  • Where to best place your completed infographics

A deeper connection

We’re not the only ones touting content as the go-to tool in your marketing tactic box. It’s like trying to be seen in a heavy storm of fog. How do you shine the right light that gets through that fog so prospects and search engines can find you?

Entrepreneur offers factors for producing content that will bring your content to the forefront.

Customer education: Consumers shouldn’t have to look beyond you to find the answers to their pain points. Your content needs to address concerns, take on challenges and include the “aha” nugget that convinces a customer that you’re the right choice. Take the biggest problems people have that your service or product can remedy, and produce blog posts, infographics, case studies and social media posts that drive them to your site.

Search engines reward good content: You could have the ideal solution to a top challenge, but if that content isn’t optimized for SEO, it’s going to stay lost online. Google and other search engines are incredibly good at finding the answers people are looking for and directing them there, but that content must include the right keywords people are looking for. SEO isn’t typically fast and easy but, done well, it reaps significant rewards.

The entire team at Savoir Faire impacts the content we produce for clients, because we know it’s more than just writing and posting. If you want to learn why, we’re ready to jump on a call and explain it to you.

Mail with muscle

Emails may be the most powerful lifeline between you and your customers, where you build trust and rapport, leading to more sales.

There are a number of types of emails and tactics businesses can take, and Business 2 Community has assembled some universal strategies all companies can do today to boost the success of their email campaigns for 2021.

Simple signups: We recommend creating a form with three or fewer fields. Research from Formidable Forms claims this is the ideal number for completions, with a 25% conversion rate. Place your form in a location that will get attention from those browsing your site. When user experience is smooth and intuitive, you can expect a higher conversion rate.

Email automation is your friend: Emails can be time consuming to develop once your list grows. Look at automating your welcome email series to build a quicker rapport with new subscribers. Data such as click-throughs and unsubscribe rates can help you judge where you should – and shouldn’t – use automation tools.

Not too early to strategize

We love this definition of content strategy from the book, “Content Strategy for the Web,” by Kristina Halvorson and Melissa Rach: Content strategy guides the creation, delivery, and governance of useful, usable content.

Producing and distributing content without a strategy can be a huge waste of time and effort, though we see companies doing it all the time. Creating a content strategy will likely take some time and input from stakeholders in the company, but it’s worth the effort.

Business 2 Community’s new eight-step article on creating a content strategy is a good read to give you some perspective on the topic. It’s going to be different for every company, but the list gives you a taste of what will be needed.

  1.       Define your goals
  2.       Understand your client’s challenges
  3.       List your content categories
  4.       Define your frequency
  5.       Define your content type
  6.       Determine your distribution strategy
  7.       Audit existing content and create a content calendar
  8.       Measure your results

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