Adam Oakley - Express Writers

How to Ace Middle of the Funnel Content Marketing (with Examples)

March 14, 2023 by Adam Oakley

The digital marketing funnel is a visualization of the stages your prospects go through before they eventually become your customers. While many businesses focus most of their energy on the beginning and end of the funnel, the middle needs just as much attention. Middle-of-the-funnel content marketing is critical to increasing conversion rates and giving your potential customers an informative, seamless journey through your marketing funnel. In this article, we will share some crucial advice on how to improve your MOFU marketing along with successful examples of this type of content. What Is Middle of the Funnel Content Marketing The marketing funnel is a tool businesses use to gain insights into the buyer’s journey. It is typically divided into three parts: top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Source: https://www.databranding.net/blog/design-digital-marketing-funnel While many prospects follow the traditional route of going through each marketing stage in order, customers today can come into the funnel at any stage and in any order. You could even encounter an impulsive buyer who heads to the bottom of the funnel without spending much, if any time, at the top or in the middle. Top of the Funnel The top of the funnel is where you first introduce potential customers to your brand. The goal of TOFU content is to attract new people to your website. It typically includes blogs, paid ads, podcasts, and social media. Users interact with your content because it solves a problem for them. If they don’t like what they find or your products and services won’t solve their problem, they may leave the funnel at this point. Middle of the Funnel Prospects still interested in your brand move on the middle of the funnel. In this stage, users are considering whether your business will fully meet their needs. MOFU content typically includes checklists, surveys, and educational resources. At this stage, you are trying to convince prospects that your products and services will solve their problem. More prospects will leave the funnel at this stage. Bottom of the Funnel At the bottom of the marketing funnel, also called the decision stage, prospects are deciding if they want to become your customer or not. BOFU content makes the final push to show off your value with customer reviews, comparison charts, and product demonstrations. The value of the top and bottom of the funnel is clear. The top of the funnel attracts people to your brand, and the bottom of the funnel closes the deal. However, without strong MOFU marketing, there isn’t a clear path forward and many prospects will fall off. Why Does Middle of the Funnel Content Matter? The middle of the funnel is where your business needs to nurture your leads. At this stage, prospects are looking for more in-depth information about your business and products. MOFU Marketing Can Increase Sales To anyone new to sales and marketing strategies, it might seem like customers can move directly from showing interest in your business to buying your products. While this does happen occasionally, it is not something you can count on every time. What these inexperienced marketers often overlook is the educational component of the middle of the funnel. Without a solid strategy for the middle of your marketing funnel, your leads could lose interest in your products and move on to your competition. In 2020, Google realized that even as a global powerhouse, it still needed to pay attention to the marketing middle. It found when it focused its efforts on the middle of the funnel, it earned 16 times more product sales than before. Global consumer data leader, Nielson, found similar results in an analysis of packaged goods campaigns for consumers. It found that marketing strategies that covered the entire funnel had 45% better returns than those that only focused on one stage of the funnel. While your business may not be as ubiquitous as Google or Nielson, these marketing results prove that the middle of the funnel can have a significant impact on how many prospects come out of the funnel as paying customers. Your customers want to be seamlessly guided through the marketing funnel and learn more about you and your products before they commit. This is why middle of the funnel content is so important. MOFU Marketing Nurtures and Qualifies Leads When your sales team keeps asking for more leads, they likely really want better leads. One of the key roles of the middle of the funnel is to filter through your leads so only the best and most qualified leads make it through to the bottom. If you were to ask your sales manager if they wanted 100 fresh leads or 10 nurtured, highly qualified leads, they’re probably going to take the 10 every time. Lead nurturing and lead qualification help you discover which leads are truly interested in your products and services. You can then focus your MOFU content on the specific needs of those qualified leads. 7 Proven Middle of the Funnel Marketing Practices Now that you understand why the middle of the funnel is so important, here are 7 proven strategies you can use to improve your middle of the funnel content marketing. 1. Offer Content with Real Solutions By the time a prospect reaches the middle of the funnel, they understand what their problem is, and they are looking for a solution. Your marketing materials at this stage need to focus on how your products and services solve problems, and not just any problems, your prospect’s problems. Your potential customers don’t want to waste time filtering through content that describes those problems, they are ready for solutions. 2. Focus on Customer Validation For this type of MOFU content, listen to your potential customers. What are they saying about your products? Do they need more information about a particular feature or why your services are priced a certain way? Whatever information they’re looking for that will help them decide on your brand, that is the … Read more

AI in Content Marketing: How Will it Impact Content in 2023?

June 29, 2023February 28, 2023 by Adam Oakley

When you hear the phrase “artificial intelligence” (AI), you might imagine sentient machines determined to take over the world. In reality, AI has become a useful tool many of us use every day – think Siri or Alexa. AI in content marketing has also become widespread. This technology has benefits and drawbacks, both of which can be significant. A late 2020 survey from Gartner shows that 41% of respondents reported increased revenue after incorporating AI tools into their marketing campaigns. Another 38% added more personalization to their content with AI, which led to better customer satisfaction. While AI can produce some impressive content, if used too extensively, the lack of humanity in the pieces you write is likely to be extremely noticeable. If you’ve been thinking about using AI in your content, this is the article for you. We will explore the history of AI in content marketing, how content writers can use it today, and why humans will never be replaced by AI. A Quick History of AI Artificial intelligence used to be something relegated to science fiction. Fans of the genre could watch a human-like robot explore the final frontier in Star Trek (Data) or kill off its human overlords in 2001: A Space Odyssey (Hal). But, in the real world, AI is used as a versatile tool across many industries. Over the last century, the theories around AI, or artificial intelligence, have evolved wildly. In fact, the term “artificial intelligence” was first coined by John McCarthy in 1956. Additionally, scientist and mathematician, Alan Turing, created what we know today as the Turing Test in the 1950s. This series of questions is used to determine if a computer is capable of human-like thinking. These days, many researchers disregard the Turing Test today because it is too simple and has too many limitations. Then, in the 1960s, the United States Department of Defense started investing in artificial intelligence research. Since then, AI has expanded to nearly every industry around the world and continues to evolve rapidly. When used correctly, artificial intelligence is an impressive and versatile tool. It is capable of making our lives easier, regardless of how it gets shown off in movies or television. Source: https://sitn.hms.harvard.edu/flash/2017/history-artificial-intelligence/ In recent years, we have seen incredible feats of AI from IBM’s Watson besting Jeopardy champions to Google’s AI reading lips better than professionals. AI has also become adept at predicting the future with MIT’s AI predicating actions two seconds before they happen. With innovations like these, finding ways to use this advanced technology in content marketing is a no-brainer. There’s even been a big breakthrough in the use of AI in marketing with the evolution of “big data.” Now that computers can store massive amounts of information, machine learning and AI capabilities have skyrocketed. These advancements are great for AI in content marketing because they can allow for more in-depth research and assistance while creating content. Types of Artificial Intelligence Artificial intelligence is used in much of the technology we interact with every day. AI is generally split into three categories based on capabilities: Narrow AI: Also known as Weak AI, Narrow AI is typically limited to one task with predefined functions, for example, Alexa, Siri, or Google Translate. General AI: Also known as Strong AI, General AI can learn and perform many tasks that humans are capable of, such as driving a car, creating a digital painting, or writing a novel. Super AI: Super AI has surpassed human capabilities and can make rational decisions. Human beings have yet to create super AI. How AI is Used in Content Marketing When used well, AI can be a powerful tool for content marketing and even offer a competitive advantage. As the amount of data we produce continues to grow, AI is a necessary tool to stay on top of informational changes. Moreover, AI has the potential to revolutionize content writing, providing automated assistance and enhancing productivity in creating compelling and engaging content. Here are some of the most useful ways to use AI in content marketing. Personalized Content Reading content that feels like it was created for you can make anyone feel special. In fact, one study by McKinsey shows that 71% of consumers expect personalization in their interactions with businesses, and 66% of them feel frustrated when they don’t get it. Using AI when you automate some forms of content can help you keep things personalized at a larger scale. Doing this ensures that you avoid being overwhelmed with frustrated customers that leave you for a business with more of a personalized touch. Personalized content is most evident in email marketing. Click through a small handful of promotional emails in your inbox. How many of them include your name in the header? Or reference an item you looked at on a company’s website but did not buy? Source: Email from BuzzSumo Streaming services like Netflix use AI to personalize your home page with recommended content based on what you have previously watched and liked. Personalized content can help increase customer engagement and revenue with minimal human interaction needed. Automated Content Some large-scale news agencies like Washington Post, Fox, and Yahoo have started using AI to generate articles for the latest news updates. AI can instantly learn the information it needs and produce an article covering the topic. This software won’t necessarily replace journalists or writers, but companies use the tools to share stories more quickly as they happen. They are then able to free up employees for other tasks and avoid the loss of hours and the expense needed to have a human write the content with a very short turnaround time. Data-Driven Insights Computers can take in and understand vast quantities of information in small fragments of time. This data -devouring behavior is helpful in learning new insights about your customers. What might take your marketing team weeks of analyzing, an AI-powered system can get through in minutes. With these powerful insights, you can create more useful and … Read more

What Is Direct Response Copywriting?

May 31, 2024January 31, 2023 by Adam Oakley

Direct response copywriting is the antithesis of the ad copywriting you see on TV. Those TV copywriters are focused on a long-term game. They want you to remember their product if or when you see it on supermarket shelves. In contrast, direct-response copywriting focuses on the immediate moment. This is copy that’s about inspiring the buyer to take action as soon as they’re finished reading. It can be an important tool to improve conversion rates on landing pages, blogs, and other types of content. With direct response copywriting, you’re trying to get them to complete an action like: Making a purchase Signing up for your newsletter Downloading a freebie Following you on social media To do this, you must craft copy that tugs at your reader’s emotions and, most importantly, addresses their worries, fears, pain points, or immediate needs. The Art of Deeply Understanding Your Reader Renowned copywriter David Ogilvy is perhaps the best-known direct response copywriter. In fact, he is frequently called the father of modern advertising. Ogilvy headed up incredibly successful and memorable campaigns for some of the top brands in the 1950s and ‘60s, including American Express, Rolls Royce, Hathaway, Shell, Dove, and others. Ogilvy understood that the most effective direct response copy isn’t just directed at your target audience – it speaks to them on a personal level. The combination of this deep understanding and direct, personal approach is the engine that runs this form of copywriting. X Direct Response Copywriting Takeaways from Real-World Examples How do you write great direct response copy? There are a few key principles you must follow: Write a powerful, compelling headline Use long-form copy Add an irresistible CTA Stay customer focused Follow K.I.S.S. principles Cultivate a sense of urgency To understand these principles better, we will look at a handful of real-world examples 1. A Great Headline Snags Your Readers The first and most important principle of direct response copywriting is to craft a powerful, compelling headline. Your headline should snag your reader’s attention and entice them to keep reading. A recent study by Microsoft showed that the average human attention span has dropped to just 8 seconds. With such limited time, crafting the perfect headline is even more important. The right headline sparks their interest and encourages them to continue reading, helping you overcome that 8-second barrier. Here is a classic example from none other than David Ogilvy: “At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock.” Ogilvy described this headline as the best he ever wrote. This headline was so effective, other world-class companies like Shell specifically requested Ogilvy for their campaigns and wouldn’t settle until he agreed. They refused to even consider another copywriter. Why is this headline so effective? It follows the proven headline formula: The benefit is cleverly hidden within the headline. It’s not stated but implied. When you’re driving 60 mph on the highway in this car, it’s so quiet, you’ll only hear the clock. It’s simple and to the point. It doesn’t use any hyperbole or fluff to pad it out. It only states facts. It states something exciting and provocative. When this ad came out, most cars had loud and obnoxious engines. Readers might think, “I would love to enjoy a quiet highway drive.” It’s useful information. For anyone looking to buy a new car like this, the headline offers helpful information – it’s quiet. It sparks curiosity. The headline makes the reader want to learn more. What kind of car is this? How can it be so quiet? What else can it do? Headlines are crucial because they convince someone to read everything else. You must write a headline that makes readers want to know more. This is the keystone of writing direct response copy. 2. Long-Form Copy Informs, Persuades, and Convinces Most direct response copywriting is long form. Why is this? To be more persuasive, you need to give the reader a lot of information. It is easier to convince someone to buy something with an entire page’s worth of information than a couple of sentences. To quote Davie Ogilvy again, “The more you tell, the more you sell.” The more information you can give your reader, the more likely they will want to follow up on the desired action. For a good example, let’s look at this sales page for Adobe Photoshop: It starts out with a solid headline – Everyone can. Photoshop. This plays on the prevalence of Photoshop in today’s world. The brand name has practically turned into a verb. Along with the headline, there is some compelling introductory copy and an eye-catching animation. Keep scrolling down the page, and you’ll see real-world examples of how professionals use Photoshop today to make their visuals more powerful. Near the middle of the page, Adobe offers a captivating CTA in the form of a quiz. The page continues with a how-to section with links to learn more, highlights of the latest new features and improvements, and then a selection of frequently asked questions. There’s a lot of copy of this page, but it’s all useful, informative, and persuasive. It helps you make that purchase decision. Most importantly, it keeps you scrolling, learning about each feature, and then entices you to click “Buy now.” If the only copy on this page was the first paragraph, it becomes a lot less convincing. There isn’t enough information to help you decide if you want to buy the product. Beyond this visual example, there is data to back up the case for long-form copy. Conversion Rate Experts ran a case study for Crazy Egg that compared a short vs. long landing page. In the case study, they compared the original “control” landing page to a new page nearly 20 times longer. They ran an A/B split test to gauge which page had a higher conversion rate. The results: the long-form content outperformed the short page by 30%. These results make sense. With more … Read more

How to Use Google Trends for Content Marketing & SEO

January 13, 2024January 17, 2023 by Adam Oakley

Content marketing is recognized as one of the most effective ways to grow a business and attract new customers. To be successful with content marketing, you need to share high-quality content regularly. But it can feel difficult to constantly think of useful and insightful topics that attract the right audience. This is where online tools like Google Trends come in handy. Learning how to use Google Trends for your content marketing gives you a valuable resource for relevant, trending topics that people want to engage with. As you read on, we’ll explore how to use Google Trends for SEO and improve your content marketing strategy. What Is Google Trends? Google Trends is a search feature offered by Google that shows you the most popular search terms for a specific period. Current trends are from the past 7 days, while past trends date back to 2004. The Google Trends site also allows you to check the frequency of specific search terms. On the results page, you can see the interest over time, interest by subregion, and related topics. You can also adjust your search based on the industry, category, time frame, location, and type of search (image, shopping, news, web, or YouTube). Google Trends can be a valuable tool for conducting market research. It gives you insights into the seasonality of search terms or even helps you gauge how much interest your products have in a certain geographic region. Query vs. Topic in Google Trends Google Trends gives you information on both search terms and topics. A search term is a specific word or phrase, while a topic is a group of search terms that fit into the same general concept. Google Trends measures and ranks these categories differently, so accurately comparing search terms and topics is difficult. Instead, you should compare search terms to search terms and topics to topics. How to Use Google Trends: 11 Innovative Ways With the help of Google Trends, you can create better, more relevant content that your audience will want to read. Try these 11 ways to use Google Trends for content marketing. 1. Conduct Market Research Google Trends is a valuable tool for conducting market research. It can give you insights into the seasonality of certain search terms or even help you gauge how much interest there is for your products in a geographic region. For example, let’s say you are a brick-and-mortar business based in Columbus, Ohio. You are considering building a second location in Indianapolis, Indiana. By checking Google Trends, you can find the popularity of terms relevant to your business in specific locations. If the search volume is low, you might need to reconsider your plans. 2. Discover Relevant Trending Topics If your team struggles to find fresh topics for content each month, Google Trends is a great resource. You can explore the most popular searches nationwide or narrow it down to a specific location or timeframe. Use the charts to help visualize and compare terms. When choosing your Google Trends topics, make sure the topic: Is something you can write about with authority. Is relevant to your business. Is something that would interest your target audience. 3. Improve Your Keyword Research While creating high-quality, relevant content is the most important part of content marketing, you should also consider your search engine optimization (SEO). SEO strategies help improve your search rankings for specific keywords. And Google Trends can help you do better keyword research. Use the Explore feature and enter a keyword or phrase you are considering. You will see a breakdown of interest over time, along with the interest by subregion. Then you can try various search terms to see which are the most popular. More popular search terms will give you better results. This is because more common keywords increase the chances of someone discovering your content and are more likely to be used in regular conversation. When creating content, you’ll want to use these keywords naturally. Keep in mind that other businesses are likely to use similar keywords, so you should narrow down some long-tail or focus keywords that are more specific to your business and content. The “Related Topics” section on the Explore page is a good place to brainstorm similar topics and keywords. It can even help you discover a topic or angle you hadn’t thought of before. 4. Create Your Content Calendar A content calendar helps you organize your content strategy around the types of content you create and when you post. Engagement is a huge metric to consider as you plan the release of your content. Knowing how to time your content to trends and what people search for is a great skill to cultivate, and Google Trends can help you plan and schedule your content calendar accordingly. For example, if you want to write content about cooking, the Google Trends results show significant search peaks in the weeks leading up to Thanksgiving and Christmas. The weeks before these holidays would be the ideal time to share your relevant cooking content so it’s easy to find when someone searches for it. Another example is the term “wedding invitations.” This term shows a surge between early January and the end of February. That’s because there are likely a lot of couples who get engaged between Christmas and Valentine’s Day. While some keywords get used more often at certain times, other keywords will show you when to avoid talking about certain topics. This could be because of a lull during one season, like the summer, for certain keywords that are relatively popular the rest of the year. Utilizing Google Trends data for each topic on your content calendar will help you plan the best times to post your content. 5. Enhance Your Branding You can also use Google Trends to check the popularity of your brand. While this feature might be more effective for larger brands, even small businesses can use this feature by limiting the search to your local area. When you use … Read more

Do Online Content Marketplaces Really Work?

December 13, 2022 by Adam Oakley

A crucial part of modern digital marketing is content marketing. To use content marketing effectively, you should regularly add content, like blogs and videos, to your website and other channels. While some businesses can manage their content marketing on their own, others prefer to outsource this writing. One choice for outsourced content marketing is online content marketplaces. Using a content marketplace gives businesses access to freelance writers and other content producers. It can be a valuable resource if you get the right person. However, content marketplaces do have some drawbacks that might make them a poor choice for some businesses. Today, we’re exploring the benefits and drawbacks of content marketplaces and comparing those to a professional writing agency. Read on if you’ve ever wondered how online content marketplaces work. What Is a Content Marketplace? A content marketplace is an online platform where freelance writers and other creators can offer their services to anyone who needs them. Two popular online marketplaces are Fiverr and Upwork. Marketplaces like these give content creators a safe place to make business transactions while paying a small fee to use the platform. Most marketplaces are open to everyone and there is no quality guarantee. Depending on the platform, you can either browse through writer profiles to find one that matches your needs or post a one-time job offer and sort through interested writers to see who qualifies for the role. Advantages and Disadvantages of Online Content Marketplaces Using a marketplace for content can come with several pros and cons. For example, if you run a small or medium business, you might find that they’re a good fit because of the access you get to writers. But you might want to weigh more advantages and disadvantages, so let’s explore what those look like. 1. Costs for Content Marketplaces Advantages: In general, the writers and creators you can hire through a content marketplace offer reasonable prices for their services. Content marketplaces tend to be more affordable than professional content services or writing agencies because you cut out the middleman. It should be noted that lower prices do not necessarily mean low-quality work. Usually, it’s a side effect of the high competition in the marketplace encouraging writers to work for lower rates. You’ll still find that the highest-rated writers usually have higher rates. In some online marketplaces, the writer sets the fee for the content they provide, which can help you establish budget expectations if you don’t have any. Other marketplaces have a model that lets you set your prices while freelancers pitch their ideas to you. If you have a strict budget, this might be useful. Overall, content marketplaces can give you more freedom to shop for writer fees that match your budget without being locked into anything. Disadvantages: In a content marketplace, you may not have the option of a regular payment schedule, which can make budgeting for your content marketing more difficult. Additionally, there is an added time commitment that goes into hiring the best freelance writers. It may end up being more expensive than working with a professional agency, so you should consider the manpower costs that go into navigating an open marketplace. 2. International Writers Advantages: Here in the United States, most businesses look for native English speakers for their content. However, if you operate in other countries or serve a specific non-English-speaking population, you might need content in another language. Because content marketplaces are open to anyone, there tend to have more international writers. You can likely find a writer who is fluent in the language you need. Disadvantages: Many non-native English speakers sign up for content marketplaces to earn money. These people may be excellent writers in their native language but struggle with some of the idiosyncrasies of English, especially when writing about more complicated topics. 3. Freelancers’ Skills and Expertise Advantages: Freelance writers tend to have well-rounded knowledge and the ability to write generally on a broad range of topics. Some writers may even offer SEO and keyword research as part of their services. Disadvantages: If you need expert-level writing, you might struggle to find a freelance writer with the right expertise. This lack of industry knowledge means many businesses turn to professional agencies when they have higher-level content needs. Does your business cover multiple content topics? If so, you will likely need to work with multiple freelance writers. This can change your deadlines while waiting on content and you may end up managing multiple sets of instructions. Should you be the only person at your company managing content, you are likely to be pulled away from more important tasks that need your attention. 4. Workload Management Advantages: Freelance writers in a content marketplace have the freedom and flexibility to choose which projects they take on. Since most freelancers only take on the amount of work they can manage well, you can probably find a writer to take on an urgent project. You can also work with them closely so they’ll make it their top priority and listen to your feedback to make any necessary changes. Disadvantages: Some freelancers end up overextending themselves and take on more than they can handle. When this happens, some projects get pushed aside, they miss deadlines, and writing quality begins to suffer. These writers may also struggle with doing even simple revisions because they are overworked. 5. Schedule Flexibility Advantages: Freelance writers are usually not tied down to a typical 9-5 workday schedule. Many prefer to work odd hours. This could be advantageous to you if you have a last-minute project that you need by the next business day. Once you build a working relationship with a writer on these marketplaces, you can work with them again, meaning it’s easier to access them. Disadvantages: Because freelance writers do not work set schedules, you may have more difficult contacting them. The issue could be exacerbated further if there are significant time zone differences. Plus, freelancers might charge extra if you need work done quickly in … Read more

What Are the Differences Between Customer Lifecycle Marketing and Traditional Sales Funnels?

May 23, 2024November 8, 2022 by Adam Oakley

If you haven’t already, it’s time to drop that traditional sales funnel. The association many folks have with the sales funnel is antiquated and leaves out some critical parts of the customer journey. It can also feel cold and sales-y to customers, pushing people away as opposed to drawing them in. So, there’s no time like the present to implement customer lifecycle marketing into your strategy. If you’re unfamiliar, this process is all about serving your audience with valuable content, nurturing relationships, and then encouraging past customers to become loyal brand advocates. Meaning this is a powerful way to build long-term success for your company. Unsure about what a traditional sales funnel looks like? Need some tips to get you started with lifecycle marketing? We’ve put together everything you need to start connecting with your audience and generating more leads. What is the Traditional Sales Funnel? Simply put, a traditional sales funnel maps out the journey an individual takes as they move towards purchasing. By visualizing and outlining this journey, a company can anticipate what will move someone from one stage to the next, increasing the odds they’ll go from being a lead to a paying customer. Although different versions of the sales funnel have been developed over the years, the most common one is associated with the AIDA model created by E. St. Elmo Lewis. In this model, a customer goes through four stages on their way to making a purchase. Those stages include Awareness, Interest, Desire, and Action. William W. Townsend first proposed the connection between the funnel and AIDA models in Bond Salesmanship, his 1924 book. The Awareness stage is when an individual initially discovers a company, typically by finding some sort of content they’ve published online. From there, this person develops an interest in what the company has to offer, expresses a desire to buy its product or service, and ultimately takes action by purchasing. What Are Some Examples of a Traditional Sales Funnel? Now that you understand the ins and outs of a traditional sales funnel, you might wonder what it can look like when a company uses a sales funnel as part of its business model. Creating a successful funnel that converts someone from being a lead into a paying customer can show up in several ways. How a company builds its sales funnel depends on what resonates most with its target audience. Which typically takes some trial and error to get it right. However, it all begins with discovering the brand in question. This most often happens after discovering their content (blog post, social media post, etc.). Then there is some sort of offer to move you along the funnel. Here are some examples of elements that can make up a sales funnel: Exclusive Content: Often, brands offer exclusive content that can be accessed in exchange for sharing your name and email address. This is a great way to provide valuable content and establish yourself as an authority and reliable source of information. You collect data on what people are interested in learning about while gaining an audience for other marketing materials. Free Trial: Offering a free trial is the perfect way to give leads a taste of your offer. This way, they’re able to try out the product or service before committing to an expensive purchase or a long-term subscription. And you eliminate obstacles preventing them from investing in your brand and boost confidence in what you do. Schedule a Demo: Allowing leads to schedule a demo of your product works in the same way as offering a free trial. The only difference is that a demo allows for a one-on-one, personalized interaction. That can go a long way in convincing someone to purchase because humans are more likely to trust your company when they meet a fellow person who works there. Nurture Sequences: Email marketing is a powerful strategy that will help you engage with folks who’ve already expressed interest in your products. Once someone joins your email list, you can trigger a nurturing sequence of emails. These emails will help establish a relationship and build trust with leads. What is Customer Lifecycle Marketing? Before diving in, it’s important to stress we didn’t coin the term “marketing lifecycle.” Ardath Albee, an industry leader in content marketing, talked about a lifecycle on the Marketo blog in 2018. In the post titled “B2B Tech Marketers Make the Shift from Funnels to Lifecycles,” she says: “… Marketers [must] shift their focus from buying journey funnels to full-on customer lifecycle management.” What we have done, however, is create an original concept revealing four key stages to crafting an authentic customer lifecycle marketing journey. This strategy keeps you focused on your human buyer while building a connection and an ongoing relationship with them. Lifecycle marketing walks you through the process of building awareness at the beginning of the relationship to nurturing those connections so you can create long-lasting success. It encompasses the variety of strategies your company will implement to influence customer behavior as they move through each stage of their journey. The Four Stages of Customer Lifecycle Marketing Awareness, Interest & Intent, Decision, and Loyalty are the four stages we believe are essential for implementing customer lifecycle marketing. So you understand this process better, the next section outlines every stage and gives examples of what kind of content to create at each stage. It takes the guesswork out of developing an effective customer journey. Let’s dive in! Stage One: Awareness Much like the traditional sales funnel, the first stage of customer lifecycle marketing generates awareness. After all, it would be impossible for someone to purchase your offering if they have no idea who you are. That’s why you need to prioritize putting your brand out there to gain exposure. During this stage, make it your mission to consistently publish high-quality, valuable content that will appeal to your target audience. Use this as an opportunity to establish your brand as an authority within your niche. … Read more

7 B2B Marketing Channels to Explore in 2022

October 11, 2022 by Adam Oakley

Gaining exposure for your business can be a daunting task, even for the most seasoned marketers. Considering the rapid rate at which B2B marketing channels have grown for the last decade, this can seem especially difficult. New channels emerge constantly, and there will be even more in the years to come. As a result, many wonder how to keep up, knowing it’s impossible to be everywhere and do everything all at once. But how do you know which marketing channels to invest in? And which ones are worth exploring in 2022? That’s exactly what we’re covering in this article so you can get your brand noticed by the right audience. How to Choose the Right B2B Marketing Channels for Your Brand With such a variety of B2B marketing channels at our disposal, it can be challenging to determine where you should direct your time, focus, and money as a brand. You want to invest in the platforms that will pay off big-time in the long run. Luckily, there’s a simple way to help you choose. Here are a couple of tips for selecting the right B2B marketing channels: Play to Your Strengths: Whether you’re working solo, or you have a team at your side, consider your unique strengths. Armed with this knowledge, you can choose channels that help you stand out from the crowd effortlessly. Then you are better able to shine. Consider What Appeals to Your Target Audience: You always want to create content that will appeal to your target audience. Otherwise, they won’t take an interest in what you’re doing. Get to know your audience and determine which channels resonate with them the most, including the platforms where they are the most active. With this knowledge in mind, you’ll stand a better chance of choosing marketing channels that will have the biggest return on investment (ROI) for your brand. This way, you can ensure your hard work pays off by generating engagement, leads, and conversions. You should keep in mind that new channels gain popularity every year, garnering many people’s attention. By jumping on board with trends, you can test to see if they’d pay off for you. You never know what might be successful for your brand until you give it a shot. Just be sure the channels you choose meet the above criteria. 7 B2B Marketing Channels to Explore in 2022 To help you decide where to direct your attention, there are seven B2B marketing channels you should consider implementing (if you haven’t already) in 2022. Here are some ideas: 1. Email Marketing By now, your business should be on board with email marketing. If you’re late to the game, there’s no time like the present to start. By utilizing email, you avoid the ever-changing algorithms of various social media platforms. Instead, you focus on writing quality emails with captivating subject lines to get attention. When you send a weekly or monthly email newsletter, you can promote your latest content and other offerings. But best of all? You build trust and authority with your audience as you consistently send email over time. 2. Speaking Engagements at Industry Events If you’re brave enough to take the stage, speaking engagements can be one of the most worthwhile B2B marketing channels to pursue. By getting in front of a large audience, you showcase your expertise and position yourself as an influential leader within your industry. All you need to do is find speaking opportunities by researching industry conferences. Get to know these events and check out some of their past speakers, including the topics they covered. If you feel you have something to add to their next conference, don’t hesitate to reach out. Pitch yourself as a speaker, explain what you bring to the table, and why you’d be a great fit for their event. There are also virtual conferences that you can speak at, allowing you to make connections without ever leaving home. Sometimes, you won’t have to travel, which is perfect if you closely monitor budgets. 3. Webinars Another way to put your speaking skills to the test is through value-packed webinars. Not only are they a great way to reach your audience, but webinars also offer the opportunity to engage with these folks in real-time. Then you’re able to get feedback, answer questions, and have conversations. All the way, you’re able to provide value to your audience by covering topics that address their interests and pain points. Once the live webinar is over, it can still be offered as a resource for your audience. You can also turn it into an email opt-in, which people can access for free after subscribing to your list. Or, if it was originally hosted as a paid webinar, you can remain available for sale afterward to drive profits. If hosting webinars appeals to you, but you’re hesitant to show up on camera, you can choose to create a slideshow presentation that will be the focal point instead of your face. Perfect for the camera-shy! 4. Podcasts According to data, the number of monthly podcast listeners based in the U.S. will increase by 6.1% year-over-year, totaling 125 million. It’s safe to say that podcasting shows no signs of slowing down anytime soon. But why are they so popular? The format is perfect for telling stories, sharing tips and tricks, and providing entertainment. And, listeners can tune in while they’re multitasking, which is perfect for those who are always busy. If you’re a dynamic speaker and your audience is into podcasts, this is one of the better B2B marketing channels to pursue. You can discuss industry trends, provide data and case studies, or teach people how to do something new. The ideas are endless, so it’s worth giving podcasting a go. 5. Social Media Marketing Of course, it’s not good to overlook the use of social media for B2B marketing. There are so many social media platforms these days, meaning there are tons of opportunities to get your business in front … Read more

7 Content Engagement Metrics You Should be Monitoring at All Times

October 4, 2022 by Adam Oakley

It’s no secret that content marketing is a powerful, effective way to increase brand awareness and trust. And it’s also known that to produce those results, you need to be strategic about the content you’re sharing to ensure it attracts the right attention. But how do you know if your content is successful? Turn to your analytics for those answers. Although it may not sound like the most glamorous task, tracking key content engagement metrics will reveal tons of valuable information about the performance of your content once it’s out in the world. In this article, you’ll learn why these metrics are crucial to track and which ones you need to track at all times. This way, you’ll have a clear idea of what your audience (and Google) loves to see. Why You Should Track Content Engagement Metrics If you aren’t already taking the time to track specific content engagement metrics, you might be wondering if it’s that big of a deal. And we’re here to tell you that it is! Diving deeply into your analytics will provide tons of data about your content and engagement, shaping your strategy moving forward. Conducting an analysis will take some time, then you need to remember to keep up with regular check-ins. Here’s why it’s worth it to put in this extra effort: You’ll Learn What’s Performing Well: Your analytics will show you which pieces of content bring in traffic and engagement. You can even see if it leads to conversions. Knowing what resonates with your target audience gives you the chance to replicate these results through similar content. And You’ll Discover What Doesn’t Speak to Your Audience: On the flip side, you’ll quickly discover the content that isn’t driving the results you hoped for. It could be a lackluster topic, poor optimization, or content that isn’t as captivating as you thought it would be. With this knowledge in hand, you can identify any potential content issues so you can fix and prevent them in the future. You Can Adapt Your Strategy Accordingly: Once you’ve analyzed your content engagement metrics and learned what works and what doesn’t, you can use that information to tweak your content strategy. This way, you can create more content that produces a higher ROI. You might be wondering how often you should be tracking these metrics. It’s smart to review your analytics at the end of each month in case you want to make changes for the next month. However, you can always do a more in-depth content audit every quarter. 7 Content Engagement Metrics You Should be Monitoring at All Times If you’re new to the world of analytics, you might be wondering which content engagement metrics are most important to track. And even if you’ve been at it for a while, there may be something you overlook. To help you get a thorough analysis of your content, we’ve chosen a few of the most important engagement metrics to focus on: 1. Page Views Page views are wise to keep an eye on because it tells you how many times a page a visitor has viewed a page on your website. Whenever a page on your site is loaded, that’s considered one page view. If someone were to reload that same page, it counts as two page views. But what do you do with this information? Well, when a page receives many views, it’s a good indicator of its popularity. This means it’s worthwhile to not only keep this piece of content updated, but you may also want to create similar content around this topic since it attracts attention. 2. Average Time on Page It’s not enough to see that people are visiting a webpage. You also want to track the average time on page, which tells you how long a visitor spent on a specific page on your site. Ideally, you’d like to see people spending about three to five minutes on a page because this is a good sign they read your content. This is one of the most crucial content engagement metrics to track because if visitors spend a lot of time on a particular page, it’s a good sign they’ve found your content engaging. A lower average time on page could indicate less interest in the content, whether it’s because it wasn’t what they were looking for or because the copy didn’t hold their attention. Luckily, there are ways to improve the average time on page for your blog if you notice it’s an issue. 3. Bounce Rate You’ve probably heard content creators talking about how they want to reduce their bounce rate. And it’s for good reason. The bounce rate specifies the percentage of visitors who loaded a single website page and then left without interacting or visiting any other pages. Essentially, it means they’ve “bounced” off your website as they’ve moved on to other endeavors. Many take a high bounce rate to mean the content in question isn’t performing well. After all, don’t you want visitors to consume a piece of content and then be so intrigued they check out others? If you have a bounce rate in the 70s or above, you might want to act to lower that number by improving your content and encouraging people to stay on your site with more internal links or a call to action at the end of your blog post. 4. Traffic Sources Everyone loves to know where their traffic is coming from, which is why it’s one of the most popular content engagement metrics to track. Your analytics reveal how much traffic comes from organic search, email, social media, and referrals. Plus, you’ll discover how many people are accessing your site directly through a browser bookmark or by entering your URL into their browser. And, if you run ad campaigns or other marketing efforts that lead folks to your site, you’ll see how they got there and the other pages they visited. These numbers are useful because you can see … Read more

12 Copywriting Hacks to Skyrocket Your Conversions

January 18, 2024August 9, 2022 by Adam Oakley

One of the most important tasks you undertake as a business owner is to convert your website visitors into leads, email subscribers, and paying customers. It sounds like a simple enough task, but we all know how challenging it can be to get people to convert. So, is there some secret to increasing your conversions? A quick Google search will yield tons of articles filled with strategies and tips, promising to improve your conversion rate. And sure, that advice is helpful. But the best way to generate results consistently is through the copywriting featured on your website. Now, if you don’t have a knack for writing, this may shock you. However, the good news is that there are some simple copywriting hacks you can follow to make this process easier. And this article has plenty of practical tips that will make creating powerful copy a breeze. 12 Copywriting Hacks to Skyrocket Your Conversions Whether you’re crafting copy for a landing page, a product description, or writing the perfect call to action to conclude your blog post, these copywriting hacks will come in handy. They’re sure to take your writing skills up a notch to encourage your readers to take action. 1. Always Keep Your Ideal Reader in Mind This advice should come as no surprise, but it’s important to remember. When writing copy, you always need to create with your ideal reader in mind. That’s why you need to know who your target persona is. As you write, envision yourself having a conversation with this person one-on-one. Treat it as if you’re talking to a friend, and the copy will feel more conversational over being a sales pitch. This also means you need to write like they talk, so don’t use complex jargon they don’t understand. 2. Use the Actual Words and Phrases of Your Target Audience Building off that last tip, one of the most powerful copywriting hacks you can use will have people think you’re reading their minds. Now, the way to do this is by using the exact words and phrases they’ve said to you. It’ll basically be like they’re writing your copy for you, making your job easier! To get this information, pay attention to what people say when leaving comments on your blog or social media. You could even send a reader survey to ask about their biggest struggles. Then, when you develop an offering to address their pain points, use their survey responses to write the sales page. 3. Focus on Your Unique Value Proposition Odds are, there are tons of people online who offer the exact same thing as you. If you want to be the one someone chooses to spend their money with, you have to stand out. The best way to do that is by focusing on what makes you and your offer unique. Use your copy to differentiate yourself from the competition and communicate why your offer is the best option. 4. Write Compelling Headlines That Generate Clicks According to Copyblogger, eight out of 10 people will read your headline copy on average. However, only two out of 10 will continue to read the rest of your blog post or web page. That means you need to write headlines that garner attention and generate clicks. Your headlines should leave your reader wanting more, so they have no choice but to click through to your site. To do this, add statistics and numbers to your headline when appropriate. For instance, this blog post has a number in the headline, indicating how many tips the reader will receive. You can also use your headline to evoke emotions or promise to provide a solution to a common pain point. 5. Show Them What Life Could Look Like if They Take Action One of the best copywriting hacks to skyrocket conversions is to take your audience on a journey. You can paint a picture of what their life could look like after they’ve received access to your freebie or purchased your offering. Answer the following – What kind of value will this offer add to their lives? What kind of transformation can they expect to experience? People need to know what’s in it for them. And by focusing on the result, you’ll see more conversions than if you simply focus on the details of the offer. 6. Eliminate Any Obstacles Preventing Them From Taking Action Sometimes you can do everything right, and your audience will still be on the fence. That’s when you need to eliminate any obstacles standing in their way. So, put yourself in their shoes. What questions do you think they’re having when they’re deciding whether to purchase something? Why do you think someone might be hesitating to act? Address those concerns in your copy by directly calling out the emotions they’re feeling. Answer the questions they’re asking themselves. They’ll feel like you’re in their heads, providing an answer to everything they’re wondering. And ultimately, they’ll feel more confident in taking action. 7. Use “You” Instead of “We” When writing copy, it’s tempting to talk about yourself by using the words “we” or “our.” However, that’s not really going to resonate with your reader. That’s because your reader doesn’t necessarily care about your company or your offering in general. Rather, they care about what your offering can do for them. Review your copy before publishing and remove any instances of “we” or “our. “ Instead, try using the word, “you.” 8. Make Sure Your Copy is Easy to Read With Proper Formatting Whatever you do, don’t forget to format your copy after you’re done writing. There’s no bigger turn-off to your reader than one gigantic block of text. It’s overwhelming and hard to follow. People may be more inclined to leave your site rather than attempt to read your content in its entirety. That’s why you need to format your copy before hitting publish. This can be done by incorporating headings to differentiate each section, bulleted lists, and images to break up the … Read more

Agile Marketing: What It Is and How to Get Started Right Away

July 26, 2022 by Adam Oakley

No company wants to be left in the dust by their competition. That’s why it’s important to prioritize things like flexibility and speed. You need to be able to handle any abrupt changes that arise, make decisions quickly, and then act accordingly. It’s essential to be willing to pivot when necessary. With that in mind, it’s no wonder so many people turn to agile marketing in an effort to be more innovative and stay relevant in a saturated niche. In fact, 51% of marketers surveyed said they used at least some aspects of an agile marketing approach in their work. That includes things like working in sprints. But what exactly does all that mean? In this article, you’ll learn what agile marketing is and how you can begin implementing it within your organization to create massive success. Let’s dive in! What is Agile Marketing? If you’re a small business owner or marketer, you’ve probably heard of agile marketing. It is a strategic approach largely focused on the ability to execute projects quickly. This type of marketing relies on rapid experimentation to help you find the best ways to reach your audience and drive results in business. Tasks that previously took months to complete can now be accomplished in just weeks. This is done by implementing a work schedule featuring short sprints, or bursts, when working to achieve goals. These sprints are short periods of time with intensive work to get things done quickly. It’s unlike traditional marketing, which typically requires large budgets and elaborate plans that take months to fully implement. With this approach, you constantly test new ideas and have the ability to tweak your strategy according to what’s performing the best at the moment. Then, once you’ve found something that works, you can build a full-fledged campaign. The best part of agile marketing is that you don’t really need any specific tools or software. You just need the right mindset to implement the appropriate strategies and the drive to keep pushing forward. Those qualities are crucial to keeping up in today’s fast-paced market. You can read the Agile Marketing Manifesto if you’d like to learn more. The Benefits of Going Agile in Your Business Whenever the idea to try something new in business arises, hesitation often follows. Will this really be worthwhile to pursue? Will you see a return on your investment or will it be a major flop? Truthfully, you never know until you try. However, there are some great reasons to give agile marketing a go if it sounds appealing to you thus far. Here are some benefits you can expect: Increased Efficiency:Working in sprints prevents projects from being unnecessarily drawn out for months. After all, if you give yourself months to complete something, that can be how long it’ll take. Give yourself a couple of weeks to accomplish the same task, and you’ll be more likely to make it happen. Boost in Innovation:By implementing this approach to marketing, you’ll get feedback sooner rather than later. This will allow you to act on that data at lightning speed, meaning you can make changes to your strategy quickly and effectively to drive your desired results. More Business Growth: When you’re dedicated to your work and focused on efficiency, growth at a rapid rate is more likely. Before you know it, you’ll have generated more brand awareness, you’ll see more engagement, and your sales will skyrocket. These benefits show just how powerful this approach can be, which is perfect if you need help getting your team on board and eliminating any skepticism they may have. How to Get Started with Agile Marketing Although agile marketing has been around for some time, it’s still a relatively new concept for many businesses. Not only that, but those that have adopted this approach have done so in different ways. That’s because there isn’t one set process to follow. It’s more about having the right mindset and implementing the practices that work best for you. There are a few methods you can use to get started. 1. First and Foremost, You Have to Set Your Goals Before you begin pondering the strategy you’ll implement, you need to understand exactly what you want to achieve from your marketing efforts. Knowing your goals means you can take action accordingly, pursuing the things that will get you closer to where you want to be. So, what results do you want your marketing to produce? Do you want more website traffic or to increase your social media following? Are you hoping to generate more leads per month? Do you have a specific sales goal you’re trying to hit? It all depends on your business focus at this moment. Take some time to figure that out so you can map your work sprints accordingly. 2. Decide Which Elements of Agile Marketing Make Sense for You Because there are different ways to go about agile marketing, you get to decide what this approach looks like for you and your team. Remember that it’s all about flexibility. That’s why there’s no such thing as a rigid framework you need to follow to create success. You can do what’s best for you. With that said, there are two main ways to implement agile marketing for your team. They’re known as Scrum and Kanban. Scrum revolves around sprints that last anywhere from two to six weeks. There will also be dedicated team members, such as the Scrum Master, to ensure everyone stays on track. Plus, you’ll incorporate meetings for planning, stand-up (daily 15-minute check-ins), and reviewing the work you’ve accomplished. But if your team finds it challenging to follow a predetermined timeline for a sprint, there’s Kanban. This approach is a bit more visual when mapping out the structure for your team’s workflow. There will be a board that displays tasks to complete, tasks that are being worked on, and tasks that have been completed. Boundaries will be put in place to outline how team members will accomplish tasks. And of course, regular … Read more