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Showing posts from August 11, 2017
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Personable is profitable: A case to rethink your content marketing strategy

It’s no secret that a well thought out content marketing strategy can boost a brand’s visibility. If executed properly, it generates leads and has a positive effect on ROI. However, many businesses still struggle to utilize content effectively.Here, I’ll explain the value of being relatable and provide three suggestions to make your content more personable and profitable.A typical content approachToo frequently we see blogs that are keyword-ridden and usually competing against 10 to 20 other pieces with almost the exact same title and step-by-step instructions, or white papers that spew keyword-stuffed stats and data. This type of content serves a purpose, but ultimately, it fails to connect in a way that engages an audience or promotes sharing. This is why I urge marketers and businesses to incorporate a different type of content: the personable kind.Benefits of the likeability factorIf you haven’t seen the “stinky fish video” yet, I encourage you to check it out. It’s a hilarious, f…

Does branded content drive brand lift? New research takes an in-depth look

Most of us today can recall a time before the internet, or even the widespread availability of personal computers. Ads embedded in videos and banners sprawling across web pages — holdovers from the print and television era — are familiar, if somewhat obtrusive, accompaniments to content. Aside from the occasional grumbling, we accept these as natural fixtures of content — be it print, video or web-based.We are witnessing the maturation of a generation born with the world at their fingertips — one that is far more demanding of publishers and marketers alike.If today’s internet users are increasingly picky about the content they consume, and the form it takes, tomorrow’s users will be positively demanding. They have come to expect an ever more cohesive and connected virtual world, and marketers have responded with new ways of integrating advertising more thoroughly into the user’s content experience.The new forms of brand content delivery are often haphazardly lumped together under the …

How soft calls to action will save your B2B campaigns

My paid search campaigns are underperforming, and so are yours. It’s a fact. We all know it’s true, and we’re fortunate that they are. If they weren’t underperforming, our roles as marketers would be in danger.The fun part is figuring out why they are underperforming.Now, if you’re in the B2B space, then you know the importance of keeping the sales team happy with “hot” leads. The reality is that B2B marketing is a weird balance of generating marketing-qualified leads and sales-qualified leads.It’s critical to distinguish these two types of leads as different, because your sales and management team certainly does.Let’s unpack this conundrum a little more.As a marketer, you know that giving someone something like a free e-book is going to have a much higher conversion rate than trying to get someone to schedule a demo.But, you also know it’s really difficult to get someone to go from downloading an e-book to speaking with sales. Thus, you stop pitching e-books and focus only on generat…

D&B CMO Rishi Dave recounts how his company looked into the mirror to find the customer

When Rishi Dave joined Dun & Bradstreet (D&B) as chief marketing officer more than three years ago, the company — whose origins stretch back to the mid-19th century — was looking to reinvent itself.“The big goal was to grow the company,” he told me, and to take “a consumer-like approach [to] modernize who we are and what we stand for.”Dave said that everything was re-examined from the point of view of customer expectation. (Rishi Dave will join MarTech Conference Chair Scott Brinker for a discussion of “Reimagining Marketing’s Golden Triangle: People, Process & Technology” at our MarTech Conference in October.)D&B CMO Rishi Dave The reasons why, he said, were evident: “It was hard to explain what we do.” Although the company was well-known for providing a wide assortment of business data drawn from a database of 235 million companies, “customers couldn’t articulate what we did.”So, D&B changed from a product-and-tech approach to a people-oriented approach.[Read the …

7 things to consider when choosing an ecommerce platform

Ecommerce has been growing steadily in popularity for the last 10 years. Online sales jumped up nearly 15% last year across the board, and they’re predicted to only increase in the future. If you’re starting a business and selling products and/or services, an ecommerce site is crucial in order to capitalize on this explosive online sales growth.While you could hire a web developer to get your business started, those costs can inhibit your ability to grow rapidly. Opting for an already-developed ecommerce platform saves you time as well as money.The double-edged sword, however, is that there are tons of options available to you—how do you know you’re choosing the right one? This article outlines some things you’ll need to consider when you’re looking for the best ecommerce platform for your business.1. Pricing and PaymentThe first thing you should consider when searching for an ecommerce platform is the price. Whether you’re a small business just getting started or an already establish…

Facebook tests targeting ads to people who visited brands’ brick-and-mortar stores

Over the past couple of years, Facebook has rolled out ways for retailers to push people from Facebook to their brick-and-mortar stores. Now the company is trying out the inverse.Facebook is testing an option for advertisers to target people who visited their real-world locations with ads on Facebook, Instagram and Facebook’s Audience Network ad network, according to a screen shot of the new ad-targeting option provided by Moshe Isaacian.“We’re always exploring new ways to help marketers drive offline value from their ads, but have nothing new to announce at this time,” said a Facebook spokesperson.The offline-to-online retargeting feature will be a new option within Facebook’s Custom Audiences ad-targeting product, which originated as a way for brands to convert their existing customer bases into an audience to target on Facebook, and has expanded to doing the same for brands’ followings on Facebook and Instagram, most recently with the addition of people who RSVPed to a brand’s even…

Marketing Day: E-commerce silos, Amazon’s new return policy & YouTube’s top 10 ads

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Breaking down silos in e-commerce retail
Aug 10, 2017 by Andreas Reiffen
Want to improve your e-commerce sales? Columnist Andreas Reiffen makes the case for data sharing across marketing channels to avoid lost revenue and wasted ad spend.Amazon orders with 3rd-party sellers will soon be authorized for automatic returns
Aug 10, 2017 by Amy Gesenhues
Per the new policy, customers will no longer have to contact the Amazon seller to request to return an item.2017 growth hacks: Use affiliates to improve PPC reach
Aug 10, 2017 by Lori Weiman
In this month’s installment of her series on SEM growth hacks, columnist Lori Weiman explains how advertisers can utilize their affiliates to dominate the SERPs and increase the bottom line.iPhone 7 ad with The Rock pushes Apple to top of YouTube’s July leaderboard with 13M views
Aug 10, 2017 by Amy Gesenhues
At …

NameCheap Discount Coupon: Domain Name & Hosting Discount

Planning to buy a domain name or hosting from NameCheap? Use these NameCheap discount coupons to save money on your purchases. Here I have shared all working Namecheap coupon code for Domain name purchases, hosting purchases and also for VPS & reseller hosting.  You can also use this discount code when you are transferring domain name from any existing registrar to NameCheap.When it comes to domain name purchases, Namecheap is a popular company. Along with domain name, you can also use NameCheap to buy web-hosting, SSL certificate, Who.is guard, Premium DNS & other web hosting related products.Personally, if you are looking for a simple domain name buying service, NameCheap is an idle choice. I have shared about the discount in detail, but in case if you want to grab the coupon right now, here you go:NameCheap 10% domain discount coupon:  ONVACAYShared Professional hosting 15% coupon: LIKEAPROShared Ultimate hosting $5 discount coupon: HO5TSUMMER40% off on VPS & Reseller H…

Breaking down silos in e-commerce retail

In general, e-commerce retail can be thought of in three main parts: customer acquisition, conversion and retention/measurement.Customer acquisition is what the majority of digital marketers are concerned with. It’s all the different product advertising efforts across all digital channels that lead a customer to discover your products.Conversion is about getting the customer to make a purchase. To a certain extent, this is about the experience your website presents a customer, but mostly it’s about whether you have the product the customer wants to buy and are you selling it at a price they are willing to pay. Conversion, therefore, has a lot to do with your price and inventory management.Retention and measurement are about how much each new customer is worth to your business — i.e., how many purchases are they likely to make. This means integrating your CRM (Customer Relationship Management) and ERP (Enterprise Resource Planning) systems to make sure you are getting the maximum profi…

Amazon orders with 3rd-party sellers will soon be authorized for automatic returns

Amazon has announced a new automatic return policy rolling out October 2 that makes it mandatory for third-party sellers to accept returns for all in-policy orders.Under the current policy, buyers must first contact sellers to get a return approved so that the seller can review the return request and approve on a case-by-case basis. According to an email sent by Amazon to sellers last month, the new policy mandates that orders fulfilled by third-party sellers will be automatically authorized, and buyers will be able to print prepaid return labels via the Online Return Center.You can see an image of the Amazon email to sellers in this post on Amazon’s Sellers Forum: Thread: New Amazon Return System.As part of the new policy, Amazon is also introducing a “returnless refunds” option where sellers can choose to issue the refund without requiring buyers to ship back the item they want to return.“Sellers have requested this because, in many cases, it allows you to save on both return shippi…

2017 growth hacks: Use affiliates to improve PPC reach

Owning more paid search spots on search results can increase your clicks by 30–50 percent for each additional spot that you occupy. To get this type of monster click growth from paid search, tap on your affiliates, partners and resellers to make a paid search land grab. For example, if your CTR (click-through rate) alone is 2 percent, removing one competitor and replacing it with one affiliate with a CTR of 0.8 percent grows your additive CTR to 2.8 percent — a 40 percent gain!The learnings I am about to share come from years of working with search marketing clients through my position as CEO of The Search Monitor.Growth hack 1: Use affiliates to protect brand termsOne of the most effective ways to use your affiliates is to box out competitors on your brand and brand+ keywords. In this hack, you will grant a trusted list of affiliates with brand bidding rights. Typically, you will also restrict ranking so that your ads always appear on top. By utilizing affiliates to fill in competiti…