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7 ways to improve your marketing strategy in 2019

Is your marketing strategy helping you accomplish your goals? Read this article to learn how you can get better results in your business.

If your marketing strategy isn’t helping you reach your current goals for your online business than I’m sure there are a couple of things you could change to improve it.

Step 1 : Identify Your Unmet Goals

The first step is to review your current marketing and business plan and figure out what you still haven’t accomplished as you planed before.

At the very beginning you need to set up your main goal and create marketing strategy how you are going to achieve it.

#2: Update Your Market Research

The answers to marketing difficulties are nearly always found in the numbers, the data.

If it has been a while since you conducted any serious market research, it’s time to retest those waters and see what’s new.

You should ALWAYS be gathering two sets of information about the people in your target audience.


#3: Take a Sneak Peek at Your Competitors’ Marketing  

Just check out your competitors’ marketing strategies for cool ideas!

#4: Find Out Where Your Target Audience Is

Now it is time to start thinking about where to focus your marketing efforts to reach your target audience. For example, if your customers are mostly women and you have an aspirational product, then your marketing budget will be well spent on Pinterest…

#5: Revamp Your Marketing Plan

Now You should be planning:

  1. Which short-term and long-term goals are most important to you?
  2. How much money are you prepared to spend to achieve them?
  3. What methods will you use to reach your goals (content marketing, email marketing, retargeting, etc.)?
  4. Which platforms do you want to use (Facebook, Twitter, Pinterest, Instagram, Google, Bing, etc.)?
  5. How you will track your results and measure your goals?
  6. What are your KPI?
  7. What kind of content you will create?

In other words, this should be a complete, soup-to-nuts plan of how you will achieve your goals.

#6:AUTOMATION IS A MUST – Automate as Much as Possible

Marketing automation can save you a ton of time and money as you work to achieve your goals.

If you try to do everything yourself, you may wind up missing deadlines or failing to keep up with your intentions.

I’m a big believer in email automation for marketing.

#7: Test Everything (and I Do Mean Everything)

The final step is not to assume that your new marketing plan is perfect. Even seasoned marketers make mistakes. They guess wrong and need to course correct.

And there they are…

Marketing isn’t an exact science, but doing these 7 things can help you realign your marketing strategy with your most important business goals – and at the same time, increase your profits and help you attract new customers.

5 Best Ways To Improve Creativity In Your Employees


5 BEST WAYS TO IMPROVE CREATIVITY IN YOUR EMPLOYEES

Read my article to learn how 5 Best Ways To Improve Creativity In Your Employees..

PACEDm.com

By creativity, it is often the need to be free to think independently that is being referred to and when this sort of an approach is applied to the workforce it would be evident that each and every worker in any sector need to be creative to bring out the best in terms of performance as well as better productivity.

Discussed in brief are 5 simple steps that each employer can adopt to increase the creativity of the workforce.

#1. Allowing a break in between

The current thinking of even the most conservative of managements is to allow a small break from work during the day. This could be used to have lunch or even to catch up on the news of the day but it is important to allow the workforce to mingle with each other. This would work to the advantage of the employer in that different ideas and thoughts would tend to be discussed among the workers and thus bring about a changed thinking and even a new way of doing something as well.

#2. The need for some forms of stress relief

The HR manager at Mr10.in stated that “It would be a good idea to have an LED TV installed somewhere in the working premises. This could be the cafeteria if the situation is such as to allow this or somewhere quiet and isolated. The very idea is to allow some form of release to the stresses that are typically built up at the workplaces.”

The quicker the stresses are relived the better for the person under the stress as well as the people who work alongside the affected person.

#3. Keep a drop box on the premises

Most people would have seen this sort of application being tried out at some point or the other during their working lives. It is a simple yet effective way to foster creativity and does not cost much. When a worker, however junior that he might be, gets to know that his views on any matter would be heard out; it is going to increase the creativity among the workforce and more people would try to pitch in with new thoughts.

#4. Controlling the dictators

With most places of work, there is always bound to be those that are domineering, so to speak. Unless these characters are controlled effectively, it would be difficult for others to express themselves and it would be a situation where it is often the point of these dictators that are carried forward. This leads to a situation where the silent majority feels left out of the organization and it would more or less be a one-man show. The best interests of the workers are served by putting a check on these dominating personalities.

#5. Having a founders day

The workplaces that do use a celebration to mark the founder’s day bring on an occasion to be creative. It is an event in most workers calendars and just the right way to have the management interact with the workforce. There is the added effect that loyalties to the employer are strengthened by this sort of celebration. The extra effort and expense must not be allowed to come in the way of a proper celebration as this would be paid back multi-fold over time.

Conclusion

The best workforce or companies are always those that encourage a certain amount of creativity among the workers. But this must not come at the cost of discipline in which case the whole exercise could be just a waste of time. The watch word must be balance that is sought in the workplaces.

Brought to you by Pace Lattin

 

 

5 Ways to Fix Your Content, Increase Conversions, and Sell More

Originally from: https://www.amnavigator.com/blog/2019/02/27/fix-content-conversions-sell-more/

Note: This is a guest blog post by Irina Linnik.

Inbound marketing is becoming widespread across the industries and e-commerce is no exception. As HubSpot puts it, “Inbound marketing is about creating valuable experiences that have a positive impact on people and your business through relevant and helpful content”.

Being part of inbound marketing, content is one of the key factors of forming the brand image and users’ perceptions. Content helps communicate the brand’s message to the clients and helps the shoppers make decisions about the purchase based on the product descriptions.

While e-commerce relies on visual elements heavily, content is the exact tool to highlight the product value and convince the user to buy. Use these tips for fixing the content on your e-commerce store and enjoy the increase in conversions!

1. CTA Button Content

Call-to-action (CTA) buttons are your little helpers in pushing the shopper towards the desired action. If played right, they do provide amazing results.

CTAs can be placed basically anywhere: on the homepage, product pages, check out. These buttons and their content are based on the set goals: sign-up, conversions, sales, follow on social media.

We are used to seeing “Learn more” or “Buy now” CTAs – but in its “UX Playbook for Retail” Google recommends to refrain from such clichés and instead, customize the CTA content in accordance with your product. You can check out the main takeaways from the e-commerce playbook in this article.

Customized CTAs serve as reminders about the products and are more personalized. For example, your homepage CTA can state “View all glasses” or “Find your perfect fragrance”.

One more thing about CTA content: add value. Let your CTA button be benefit-oriented. Instead of “Buy now” you can say “Buy now & Get a discount”. Such call-to-action sounds more appealing than a boring cliché.

Trello call-to-action button

Source: Trello

Bonus tip: the higher you place your CTA button, the better response it normally causes.

As well, make it visible and eye-catching. It is recommended to restrain from using ghost buttons as your CTAs as they don’t drive as much attention as CTAs in bright colors. However, do the A/B testing to see what CTA performs the best for your site specifically.

2. Product Description Content

This one is big. Product description basically tells the shoppers what your product or service is about, what value it has, and why the shopper should choose it.

Bvlgari product description

Source: Bvlgari

The example above is a good one in terms of content. The first piece of content that shoppers see is clear and straight to the point description of a piece of jewelry. Below is a more detailed one that contributes to the formation of a brand’s image.

Here are some life-saving tips on refining your product description content:

  • Rewrite the description provided by the manufacturer

This advice is more SEO-oriented yet quite important. When a manufacturer sends their goods to the retailer, they normally provide a product description. Many retailers copy-paste it to the site and this harms the store ranking.

Since your store may not be the only one selling this item, imagine that all your competitors use the same content. In this case, Google will simply rank huge stores that already have a high ranking and it will ignore your store in favor of the others.

  • Include keywords

Think about the shoppers. In order to find a certain product, they use keywords to narrow the search down and receive accurate results. Thus, do some research, see what keywords have high search volume, and include them in the product description.

Important: do not over-do the whole keywords thing. Your content should look natural, not like a low SEO effort.

  • Keep it simple yet informative

Users don’t have time to read lengthy copies about the benefits of your product over the competition. Provide them with clear points that describe the product and its value.

3. Value Proposition Content

The major thing to remember about value proposition is that it should be included in every page of an e-commerce store.

A value proposition is a page element that informs the users about the value they will get from completing an action. However, a value prop has to be informative, clear, and original so the user completes the conversion.

NYX value proposition

Source: NYX

A value proposition is normally placed above the fold in order to always remain visible for the shoppers. The major features of a good value prop are:

  • Concise
  • Focus on benefit
  • Keep the hype low

Examples of value propositions are “Sign up & Get 20% off” or “Free delivery worldwide”. Think carefully about what you are ready to give to the shoppers and describe it in an engaging manner.

4. Personalized Content

By personalization we mean the personalized suggestions and recommendations that the shopper sees on the store website. They are used as upselling and cross-selling strategies that help the user pay attention to relevant or more expensive products.

Enough has been said on the importance of personalization in the world of e-commerce. Numerous reports state that customers who see personalized recommendations respond to them more positively and convert more. Personalized suggestions drive 26% of the total revenue and 36% of the shoppers are interested in buying personalized products, as per Deloitte.

There is one tricky pitfall that you should know about when creating content for “Recommendations” section. Customers hate to be imposed an opinion.

Compare the two phrases: “We think you would like that” and “A pick specially for you”. Both have the same meaning but the way of putting it differs drastically. The first option shows that you decided what may be the best for the customer, while the second one shows how carefully crafted this suggestion is.

Bonus tip: use the power of customer reviews and peer influence.

Forever21 Personalized Content

Source: Forever 21

Another strategy to be used in the recommendations section: write what other customers think of a product. Considering the fact that 72% of the shoppers don’t act unless they read a review and 84% of shoppers trust reviews as much as they trust a personal recommendation, reviews are a power to reckon with.

When you write “A pick just for you”, you are addressing a shopper directly. When you say “Other customers loved that”, you are giving an option of checking out the reviews and (again!) making own opinion, based on the feedback from the peers.

5. Checkout Content

The trickiest part of the e-commerce sales funnel is seamlessly leading the shopper to the purchase completion. And well-crafted content can either make it or break it.

One of the UX strategies for making the checkout process easier and faster is the implementation of a progress bar on the checkout page. By seeing the progress, the shopper will be more motivated to complete all the steps. Here is where content helps.

Vandelay Design's checkout content

Source: Vandelay Design

Instead of writing “You have completed 0 out of 5 steps” try “Time for step 1 out of 5!”. People don’t perceive negativity well but will be glad to start, once presented with an option.

And don’t forget about informative CTAs and value props but don’t be too pushy.

General Recommendations on Crafting a Stellar and Selling Content

Though seemingly simple, the creation of a catchy and selling content is more difficult than many e-commerce store owners think. Below you will find the general guidelines on how to write a compelling copy that engages the shopper and leads to conversions.

I. Define your tone

First, think about how you would like your brand to be perceived by the users. This will dictate the tone and style of your content.

Public Desire store is a good example.

Public Desire positioning

The brand positions itself as being a “girlfriend” for the shoppers and uses the corresponding slang to appeal to its target audience.

Thus, you need to:

  • Define a target audience
  • Define your tone and image
  • Address the shoppers correspondingly

A good idea would be to perform A/B testing to see what kind of message causes better responses.

II. Think customer-centric

When creating any content, think about your shoppers first. What they may want to learn and what kind of information they may need?

Many e-commerce giants adopted the practice of providing additional information to the users. It can be in a form of FAQs or separate sections, like “Delivery” or “Size charts”. Such pieces of information serve as a valuable add-on and help the user make a purchasing decision.

III. Don’t forget about blogging

Companies with blogs, in general, have 434% more indexed pages – how well does it sound?

Moreover, blogs help brands share their opinion and views, interact with the users, and keep them updated on anything important.

When posting to the blog, try and keep the posts consistent and relevant to the overall website style.  Use hashtags and different topics for easier navigation. As well, enable comments and options to share the blog post in the social networks.  

IV. Make it SEO-friendly

A SEO-optimized copy can lead conversions and help you sell more by driving organic traffic to your store.

You can do the following to your site’s content:

  • Add relevant keywords to product descriptions, URLs, metadata, image descriptions. Keywords help your e-commerce site rank higher and increase its visibility for both the users and search engines. When placing keywords, keep an eye on their density because your content should look organic.
  • Avoid duplicate content. The more unique content you have on your site, the better it is.
  • Keep it mobile-friendly. The majority of users prefer to browse the stores and shop by using their mobile devices. Thus, make sure the content looks equally good on both mobile and desktop versions.

Summary

The basic thing to remember for any e-commerce marketer is: content and visual elements should complement each other and are equally important.

Marketers often make a mistake of pushing the design upfront and then writing the corresponding copy. However, it is recommended to first write your copy and then, based on it, build your visual elements.

The post 5 Ways to Fix Your Content, Increase Conversions, and Sell More appeared first on Affiliate Marketing Blog by Geno Prussakov.

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