marketing

Four Tools Every Content Marketer Should be Using

Content marketing has quickly become one of the most competitive arenas in the digital landscape, meaning it is essential to have a dedicated content marketing strategy in place. It may seem simple to streamline your content for the week, but the truth is it actually takes a lot of time and effort. Below, we’ve outlined some of our favorite tools that help us ensure our marketing strategy is consistent, original and compelling.

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HootSuite

Posting to social media is easy enough, but having to individually log on to each platform--Facebook, LinkedIn, Instagram, Twitter, etc.--to share the same message is not only tedious but also time-consuming. Enter HootSuite. More than 16 million people employ the tool’s ability to either post instantly or schedule messages across more than 35 social networks from one dashboard. Additionally, HootSuite offers analytics reports to help you better understand what campaigns are most successful.

Grammarly

No matter how adept a writer you may be, no one is immune to the occasional grammatical error or misspelled word. Luckily, Grammarly is there to make sure you never look the fool. Not only does the tool catch simple grammar mistakes and spell check the document, but it also takes into account the context and makes suggestions where a better word could be used, lets you know if you’re overusing a word, and even checks squinting modifiers. Plus, you can install a Grammarly extension into your browser of choice so that you don’t even have to leave your window for editing. Grammar errors are a needless mistake that makes you or your business appear less credible, so why leave it up to chance? (Special thanks to Grammarly for editing all of EMB’s blog posts!)

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MailChimp

59 percent of B2B marketers say email is their most effective channel in terms of revenue generation, and MailChimp is an excellent aid in creating and disseminating original marketing campaigns. The tool offers templates for newsletters, ads, emails and more and allows you to automate the messages for different audiences. After a campaign is sent out, you can track open rates and click rates, and Google Analytics works in unison to demonstrate the amount of traffic and revenue generated. Users also have the ability to create different subscriber lists, and MailChimp automatically keeps track of who the most engaged subscribers are and lets you know which emails are bouncing back.


Coolors

Speaking of email campaigns, a bad color palette can completely ruin a message, no matter how strong. 90 percent of information transmitted to the brain is visual, meaning if someone can’t read your type or the colors are too harsh on the eyes, they’ve deleted the email before they even read what it was about. With the use of Coolors, you never have to worry about unsightly color combos again. The site is free to use and instantly generates aesthetically pleasing color palettes with the touch of a button. You can even upload the image to be featured in your email or social post, and Coolors can the exact colors in the picture and design a palette to complement it. Once completed, you can save or export the palette to be used as many times as you need.


Check out one of our older posts here for four more software tools we love!








What We Can All Learn From Nike

Just Do It.

A slogan familiar to us all over the years has repositioned itself in the hearts of many Americans as of late. Earlier this week, Nike released a new ad campaign for the 30th anniversary of its famous three words in what some are considering the most controversial way possible. NFL player Colin Kaepernick is up close and personal with the masses in the new photo for the ad campaign, featuring a black and white headshot of Kaepernick with the words “Believe in something. Even if it means sacrificing everything.” A powerful statement from a public figure, and a bold move from a sports retail giant. Many small, up and coming, and personal brands may shy away from mirroring the footsteps of Nike, but perhaps, after the smoke has cleared, there is a lesson available to us all.

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When you’re one of the most popular athletic brands in the world, losing an audience member or a few thousand is not the end of the world.

The Nike ad campaign is a perfect example of how controversy can be used to help your brand stand out amongst the crowd. Sure, Nike has been a household name for decades, but now Nike is being admired for taking a stance on a sensitive topic. By taking into consideration the political climate of our country today, Nike has been able to use it to propel itself to new heights. The retail giant has always been an all-inclusive brand, and all things considered, this step to choose a side required a severe risk-reward assessment. Clearly, Nike made the right move as their stocks have risen to $83.47, an all-time high for the company. What does this teach us? Don’t break a sweat searching for the next hot political topic to get people and their emotions involved in your brand, but instead, take note of the fact that emotions sell, people like to feel, and if you can connect with their feelings, you win their hearts and continued support.

There are times when it is appropriate to share your values on an issue.

As a brand owner, often times there is the underlying notion of keeping your political views private. It is no secret that Colin Kaepernick has taken a stance in the face of what he and many other Americans have experienced to be social injustice. The question then becomes, when is it acceptable to share your semi-unpopular opinion? In Nike’s case, the company approaching the 30-year anniversary of their famous slogan was the perfect opportunity to hone in on the fact that 91 percent of millennials will switch brands because they support a specific cause. Nike, in a sense, has given its stamp of approval to Kaepernick and single-handedly polarized what seems to be an entire nation concerning who will #StandWithKap or who will #BurnNike. Using morality in marketing is far from a new technique, but understanding the importance of researching market trends is what will allow you the time to assess the risks of voicing your opinion and prepare your brand for the initial backlash you may endure. Not every company or brand is in a position to take such a stand, or just may not be interested in doing so; what is most important is that before you choose to act, be sure it is for something you believe in wholeheartedly.

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Going forward, what are some ways that your brand can take advantage of the social climate our nation is in today? What are some issues that drive you, and are perhaps the pillars of what your brand stands on? Would you rather have a large audience that is seemingly disconnected or do you prefer to have an audience that shares your values and ultimately will band together to ensure your longevity? And the ultimate question, when was the last time you and your colleagues discussed a Nike ad until today? It looks like they may be on to something!

As for us at EMB, we’ll choose to hold onto our Nikes and Converse while we dream crazy.

Four Books Every Marketer Should be Reading

While reading non-fiction books may not be at the top of the list for millennials these days, the fact is it’s still a critical habit for successful business people. When Warren Buffet was asked about the key to success, he said he read between 600 and 1,000 pages per day when starting his career and even now still devotes 80 percent of his day to reading. Now, we’re not suggesting you start off at quite that level, but we did compile a small list of books that are vast resources for anyone in marketing.

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The Lead Machine: The Small Business Guide to Digital Marketing

By Rich Brooks

Everything Entrepreneurs Need to Know About SEO, Social Media, Email Marketing, and Generating Leads Online.

With The Lead Machine, Rich Brooks has written an all-encompassing guide for beginners and small businesses in digital marketing. He covers everything from how to increase SEO to building a social media audience to understanding analytics. Succinct chapters make the book a quick read and give just enough information on each subject without bogging the reader down with business jargon and minute details.

The Best Damn Web Marketing Checklist, Period! 2.0

By Stoney deGeyter

This is your one-stop shop for everything you need to know, plus some stuff you didn’t think you needed, on website optimization and marketing. The updated 2017 guide includes a total of 39 checklists and more than 675 web marketing action points that deliver online success. This book is especially ideal for people who often work solo or remote as the checklists ensure you aren’t missing a single step. Of course, you’ll inevitably end up falling into your own personal checklist for your brand, but this is undoubtedly a great jumping-off point.  

The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases and Viral Marketing to Reach Buyers Directly

By David Meerman Scott

The international best-seller released its most recent edition in 2017 and has already sold more than 350,000 copies printed in 29 different languages. It is an excellent source for entrepreneurs, business owners, students and PR professionals alike as it offers all of the most up to date information and resources on PR and digital marketing today. Inside, readers will find case studies, actionable strategies on newer platforms like Snapchat and Instagram and other tips that should be implemented not only in media companies, but any successful company in 2018.

Content Strategy for the Web, 2nd Edition

By Kristina Halvorson and Melissa Rach

When it comes to original content, less is always more if you’re putting whatever up just for the sake of having a post. It’s much more important to promote unique, high-quality content, even if that means you’re not posting as often. In Content Strategy for the Web, the authors dive into how to make smarter decisions, how to gauge what is quality content, understanding what makes a content strategy effective, and more. It is a must-have in the arsenal for anyone beginning in the field of content marketing.

 

 

 

 

 

Think Inside the Inbox: A Guide to Email Marketing

Emailing has been around for decades, and email marketing is even a weak trend in the eyes of some digital marketers, but the fact is, email remains the third most influential source of information for B2B audiences. If you look at the statistics, you can see why: email is 40x more effective for customer acquisition than Facebook and Twitter combined. That said, not all email campaigns are created equally so today we’ll be talking about some tips and tricks to crafting the perfect marketing email.

Now we know a lot of you may be thinking that you hate having your inbox spammed with countless promotional emails, and you’re not wrong; more than 100 billion emails are sent everyday, a number that is expected to reach 246 billion by 2020. But this gives your business the opportunity to stand amongst the masses by making your email feel personal. Personalized subject lines increase click rates by nearly 30 percent. In fact, 68 percent of recipients make the decision to send it to their spam file solely based on how they feel about the subject line. Think about it, would you rather open an email titled “Dear Member” or “Dear *insert name here*”? Not to mention only 35 percent of brands make a habit of personalizing emails.

There’s also a very fine line when it comes to email marketing that can make or break an email strategy: quality vs. quantity. 78 percent of consumers report that they have unsubscribed from a company because the brand was sending too many emails. If you’re getting different versions of the same email from the same company multiple times a day, they start to blend together and become ineffective. You want your subscriber to notice when you send them an email, not just let it be something they expect every day.

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One examination of several email marketing studies found that you should send only one email a week and the best day to do so is Tuesday; and if you must send a second email, it should be on Thursday. Additionally, the ideal time to send an email is 10:00 A.M., followed by between 8:00 P.M. and midnight--something that surprises most people, but is due to the majority of consumers checking their email just before going to bed.

Also, if your email is not optimized to be viewed on a mobile device, you might as well not send it. More than half of all emails are opened on a mobile device and, on average, three of 10 subscribers will unsubscribe if the email cannot be viewed on a mobile device. In 2018, there’s just no excuse for not ensuring your emails are compatible on all devices; you want to make establishing a connection with your recipient as comfortable as possible. It also doesn’t hurt that for every one dollar spent on email marketing, there is an ROI of $44.

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At Enrich My Brand, we specialize in customizing just such email strategies with you to optimize customer retention and conversions. Visit our site to learn more about how we can work together.


 

 

Three Mistakes Every Marketer Makes and How to Avoid Them

It used to be that succeeding as a marketer simply meant ensuring print and TV ads were clean, informative and memorable. Today, marketers have to deal with a lot more. In fact, no longer are we merely called marketers, but digital marketers. Twitter, Instagram, Facebook, LinkedIn, Google Ad Words, Analytics, Email campaigns; these are just a few of the things we have to deal with that the CMOs who came before us never did. Furthermore, marketing is more competitive and diverse than ever, so we always have to be on the lookout for “the next big thing” to ensure we’re continually capturing our audience. But today, we wanted to talk about some common mistakes every digital marketer makes and how to avoid them.

 

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Not Prioritizing Customer Care

Marketing is all about people. Establishing emotional connections, relating to them, figuring out how to speak to them. Yet far too often, companies forget the power of customer service as a marketing tool. On average, happy customers tell nine people about their experiences with a company. That’s potentially nine new customers just by word-of-mouth, and all it costs you is ensuring that each consumer has a positive experience. On the flip side, unhappy customers, on average, tell sixteen people about their negative experiences. Overall, prioritizing customer care is a cheap, easy way to make all of your customers walking advertisements.

Marketing Without a Clear Strategy

Coming up with guerilla marketing techniques and implementing a robust social media regimen is great when putting together a marketing plan, but in the long run, it will ultimately fail if you don’t have clear, defined goals of what you’re trying to accomplish. Are you trying to turn a profit? Increase brand awareness? Establish an audience? Asking yourself and your team these things is crucial when outlining strategies because the answers dictate entirely how you market your company. You want to make sure that your marketing tactics aren’t just entertaining people, they also should be generating conversions.

Furthermore, once you have found your target audience, cater to them. If you’re marketing to millennials, make sure you have a steady online presence that evokes trust and legitimacy. If you’re selling to baby boomers, maybe try an email campaign as not all baby boomers are on social media. You never want to neglect one area of marketing, but you can put more time and money into the tactics that will be most effective for your audience.

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Ignoring Changes in the Industry

Adapt, change or fail. It’s the way of life. Recently, we published an article about the rising popularity of interactive marketing. These are the things you should be keeping an eye out for, there will always be a new digital strategy or social media outlet around the corner and the earlier you familiarize yourself with it, the more you can capitalize on it. Pay attention to your competitors, learn from them. 10 years ago, blogging was just something people did to share their personal opinions on things. Now, there’s not a successful business out there that doesn’t implement blogging into their strategy in some way. Stay alert and cash in on these emerging tactics early.

Of course, there’s plenty of other mistakes we make, but identifying them and understanding your weaknesses is the first step in avoiding making the same mistakes time and again. Explore our site, enrichmybrand.com, to learn how we can help you outline your strengths and weaknesses and together create a successful marketing plan.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Three Tools to Help You Measure Your Marketing ROI

When it comes to tracking and understanding your content ROI, things can get pretty confusing, pretty quickly. Even marketers with years of experience can sometimes struggle with effectively understanding ROI; in fact, only 39 percent of marketers consider themselves even remotely successful at it. So today, we wanted to make all of our lives a little easier and share three tools we have found that can help you understand how productive you are with your content marketing.

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Built-In Social Media Analytics

Cost: Free

Not only is it free, but it’s also relatively easy to navigate once you understand the basics. Twitter Analytics is particularly user-friendly as it lays out for you how many people saw your tweet, number of profile visits, number of mentions, as well as how many people have followed or unfollowed you. It also allows you to see your most popular tweet through engagements, something particularly helpful when evaluating what kind of content your audience is seeking out.

Facebook offers very comparable analytics through insights that can help measure your exposure. It allows you to see detailed information on your posts, such as the number of paid likes vs. organic likes. It also shows you what time of day your followers are most active so you can post accordingly and the demographics of your followers.

Hootsuite

Cost: Limited free version, $9.99/month for one user, $100+/month for large companies.

If you don’t already use Hootsuite to schedule out your posts, we would highly recommend you invest in an account. Essentially, it combines the analytics of all linked social media accounts and produces a comprehensive breakdown. The basic plan does offer a limited report, but of course, the more money you spend, the more detail you get.

Google Analytics

Cost: Free (There is also a premium version for large corporations that is $150,000/year)

Google Analytics is excellent for understanding the success of your website. It allows you to see the number of visitors, if they are new or repeat visitors, how they got to your site (Google search, social media, email campaigns, etc.), average time spent on the site and more. It’s also straightforward to set up, and you’re not required to have your website hosted by Google. This way, you know what to put money behind because you understand how visitors are finding you. Social Media posts? Do more promotion. Email links? More campaigns. Blog posts? More content. And so forth.

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While there is a myriad of ways to measure your ROI, these are just a few of the tools we at Enrich My Brand find helpful. Contact us so we can help you and your business on your road to success via a robust digital marketing strategy.