Native advertising has long been used as a powerful brand marketing strategy. EMARKETER previously forecasted that US advertisers spent $97.46 billion on native display advertising last year. Unlike traditional ads that often disrupt the user experience, native ads blend seamlessly with the content around them. This approach not only captures attention more effectively but also enhances user engagement. Native advertising continues to grow in popularity, with a significant number of marketers planning to increase their investment in this area.
What is Native Advertising?
Native advertising is a type of paid media designed to match the look, feel, and function of the media format in which it appears. These ads seamlessly integrate with the surrounding content, providing a non-disruptive experience for the user. Common formats include sponsored articles, branded videos, and social media ads that appear in users’ feeds.
The Rise of Native Advertising in content
Recent reports highlight the growing importance of native advertising. According to HubSpot, over a third of marketers plan to increase their investment in native advertising this year. This trend is driven by the effectiveness of native ads in capturing user attention and delivering higher engagement rates compared to traditional display ads.
Why Native Advertising Works
1. Seamless Integration
Native ads are designed to blend in with the surrounding content, making them less intrusive. This seamless integration helps in capturing the user’s attention without disrupting their experience. Users are more likely to engage with content that feels natural and relevant to their browsing experience.
2. Higher Engagement Rates
Studies have shown that native ads generate higher engagement rates than traditional ads. According to Marketing Dive, native ads are viewed over 50% more than banner ads, and they result in a more positive brand perception. This increased engagement is a key factor driving the shift towards native advertising.
3. Improved Trust and Credibility
Native ads often provide valuable and informative content, which helps in building trust and credibility with the audience. When users perceive an ad as informative rather than purely promotional, they are more likely to engage with it and trust the brand behind it.
4. Better Performance Metrics
Marketers are finding that native ads deliver better performance metrics. These ads often lead to higher click-through rates (CTR) and conversion rates, making them a more effective use of advertising budgets. The non-disruptive nature of native ads also means that users are less likely to use ad blockers, ensuring that the content reaches a broader audience.
Examples of Effective Native Advertising
Many brands have successfully leveraged native advertising to boost their marketing efforts. For example, companies like Patagonia and Ben & Jerry’s have used native ads to promote their social and environmental initiatives, resonating deeply with consumers who value sustainability. These campaigns not only increase brand visibility but also strengthen the brand’s connection with its audience.
Implementing Native Advertising
To implement native advertising effectively, businesses should focus on creating high-quality, relevant content that aligns with the interests of their target audience. Here are some steps to get started:
1. Understand Your Audience
The first step in creating effective native ads is understanding your audience. Conduct thorough research to identify their preferences, behaviours, and pain points. This information will guide the creation of content that resonates with them.
2. Create High-Quality Content
Invest in creating high-quality content that provides value to your audience. Whether it’s informative articles, engaging videos, or interactive social media posts, ensure that your content is relevant and useful.
3. Choose the Right Platforms
Select platforms that align with your target audience and campaign goals. Social media platforms like Facebook, Instagram, and LinkedIn offer robust native advertising options that can help you reach a wide audience.
4. Monitor and Optimise
Regularly monitor the performance of your native ads and make necessary adjustments to optimize their effectiveness. Use analytics tools to track engagement, CTR, and conversion rates, and refine your strategy based on these insights.
How to use Native Ads partnerships within your Affiliate Program mix:
Native advertising is proving to be a vital component of modern marketing strategies. Many of the native advertising platforms like Taboolah and Outbrain all have performance marketing teams that work collectively with brands to distribute content and offers throughout their platforms. Understanding where and how native advertising partners can impact your program growth at each stage of the program lifecycle is important for ensuring your partner segmentation and brand awareness is being leveraged alongside new sales targets.
Native ads have the ability to seamlessly integrate with long form and short content creators and can drive higher engagement rates, and build trust with audiences making it an attractive option for advertisers to leverage on a performance based payment. Understanding how native advertising works and where to leverage these kinds of partnerships in your program growth cycle is an important step for any affiliate manager to take when trying to scale.
By focusing on high-quality content and strategic placement, businesses can leverage native advertising to achieve their marketing goals effectively.
Image by Diggity Marketing from Pixabay
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TikTok is more than just a platform for dance challenges and viral memes. It’s a powerful marketing tool that’s capturing the attention—and investment—of marketers worldwide.
According to a recent HubSpot report, 56% of marketers using TikTok plan to increase their investment in the platform next year. This makes TikTok the leading platform in terms of planned investment growth, surpassing other social media giants like Instagram and YouTube.
Why TikTok?
The surge in TikTok investment is driven by several factors. Firstly, TikTok’s algorithm is designed to promote content based on engagement rather than follower count. This allows even new users to gain visibility and go viral, providing a level playing field for marketers. The platform’s emphasis on short-form video content also resonates well with the current digital consumption trends, where users prefer quick, engaging snippets over lengthy posts.
High Engagement Rates
TikTok boasts some of the highest engagement rates in the social media landscape. Users spend an average of 52 minutes per day on the app, which is higher than other platforms like Instagram and Snapchat. This high user engagement translates to more opportunities for brands to capture attention and drive conversions.
A significant aspect of TikTok’s appeal is its ability to foster a sense of community. Challenges, trends, and collaborative content encourage users to participate actively, creating a vibrant ecosystem that marketers can tap into. For example, brands can launch hashtag challenges to promote user-generated content, thereby increasing their reach and engagement organically.
Effective Advertising Options
TikTok offers various advertising options that cater to different marketing goals. These include:
- In-Feed Ads: These are similar to Instagram Stories ads and appear in the user’s feed. They can include call-to-action buttons to drive traffic to a landing page or app download.
- Brand Takeovers: These ads appear when users open the app, ensuring immediate visibility. They can include images, GIFs, or videos.
- Branded Hashtag Challenges: These encourage users to create content around a specific hashtag, promoting user engagement and brand visibility.
- Branded Effects: These are similar to Snapchat filters and allow brands to create custom stickers, filters, and effects that users can apply to their videos.
These diverse ad formats allow brands to be creative and integrate seamlessly into the TikTok experience, making advertisements feel less intrusive and more engaging.
Success Stories
Numerous brands have successfully leveraged TikTok to boost their marketing efforts. For instance, skincare brand La Roche-Posay partnered with influencers to promote their products through authentic and relatable content. This campaign not only increased brand awareness but also drove significant traffic to their online store.
Another example is Chipotle, which launched the #GuacDance challenge, encouraging users to share videos of themselves dancing. The campaign was a massive success, resulting in over 250,000 video submissions and a 430% increase in avocado orders on National Avocado Day.
Future Prospects
Looking ahead, TikTok’s growth trajectory shows no signs of slowing down. The platform is continuously innovating, introducing new features and advertising options to enhance user experience and provide more value to marketers. For instance, TikTok is testing longer video formats, which could open up new possibilities for in-depth content and storytelling.
Moreover, as TikTok continues to expand its user base globally, brands have the opportunity to reach diverse audiences across different regions. This global reach, combined with the platform’s high engagement rates and innovative ad formats, makes TikTok an indispensable tool for modern marketers.
The significant increase in TikTok investment by marketers underscores the platform’s growing influence in the digital marketing landscape. With its unique algorithm, high engagement rates, and diverse advertising options, TikTok offers unparalleled opportunities for brands to connect with their audience in creative and authentic ways. As the platform continues to evolve, staying ahead of the trends and leveraging TikTok’s full potential will be crucial for marketers aiming to drive success in the ever-competitive social media space.
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This post was sponsored by Stay22. The opinions expressed in this article are the sponsor’s own.
The latest Google update hit our partners – travel bloggers – hard. Despite the challenges presented by this update, we are amazed by their resilience.
Although we cannot influence Google, we can definitely take charge of the things within our reach.
Here are five travel blogger-tested ways to increase website traffic after the latest Google update.
Get the most out of each visitor. Check out our guide, Ten Tips for Maximizing Revenue for Travel Bloggers.
1. Use Pinterest As An Additional Search Engine
Many people think of Pinterest as a social media platform, but it functions much more as a search engine.
Pinterest’s tools make it a fantastic way to get visitors to your website.
How To Get Started With Pinterest
- Create a new business account or link/convert a personal account to gain access to business tools like Pinterest Business Hub and Pinterest Analytics, which allow you to monitor searches and keywords.
- Write a catchy bio for your profile. If you have niche keywords you use on your website, include them here.
- Claim your website, allowing you to track whenever someone shares your website content on Pinterest. Additionally, it will automatically include your Pinterest profile and a follow button so you can attract more visitors.
How To Use Pinterest Like A Pro
Pinterest is built around pictures, so having great visuals is critical. You want to make yours stand out on the page.
- When you travel, snap many pictures and pick the best ones later.
- Use design tools like Canva to add text, create interesting layouts, and add branding elements.
- Create boards to organize your content into categories, such as by destination or blog post type.
- Just like any other search engine, keyword research is necessary on Pinterest. Use business tools like Pinterest Trends, which lets you see keyword search volume and which pins are most popular for them.
- Use your selected keywords everywhere possible, including pin titles, pin descriptions, and board descriptions.
Screenshot from Pinterest Trends, June 2024Before you start pinning, optimize your blog posts to maximize revenue to ensure every visitor counts. See how to do that in our guide Ten Tips for Maximizing Revenue for Travel Bloggers.
2. Keep Visitors Engaged With Email Marketing
Email marketing is important because you own it. Instagram could ban your account, Google can derank you, but your email list is always yours.
Use this strategy to build less volatile, consistent traffic instead of new traffic.
How To Get Started With Email Marketing
- Select an email marketing provider. Travel bloggers love MailerLite and MailChimp because they are low-cost and simple.
- Start collecting email addresses. Create a mailing list signup form with your website host and insert it at the end of posts to collect your readers’ information.
How To Use Email Marketing Like A Pro
- Create a lead magnet that entices readers to share their information in exchange for it. Popular lead magnets in the travel blogging community are travel guides, ebooks, and itineraries.
- The goal of email is to get your reader onto your site. Keep your emails short and include impressive pictures and a clear link to your website. Leave them wanting more so that they click through.
- Before sending an email directing traffic to one of your pages, ensure the page is set up to maximize revenue. See how in our guide, Ten Tips for Maximizing Revenue for Travel Bloggers.
“While SEO is often touted as the king of traffic, good email marketing is the absolute queen. We regularly see spikes in our web analytics when we email our audience, but those spikes aren’t just temporary. They help our users build habits. We simply wouldn’t have nearly the business we have today without activating our email list.”
3. Add Your Content To Flipboard To Grab More Website Visits
Flipboard is an article curation website that lets users flip through articles from different publications, like magazines.
How To Get Started With Flipboard
- Download the Flipboard app on mobile and create an account and profile.
- Create Flipboard magazines. These are topic categories that group your content (much like Pinterest boards).
- Add your blog posts to them from the magazine page on Flipboard or the Flipit Chrome bookmark.
Screenshot taken from Flipboard, June 2024How To Use Flipboard Like A Pro
- Add your fresh blog posts to Flipboard right after publishing.
- Add relevant content to your magazines that isn’t your own. Engaging with other bloggers’ content and maintaining new content in your magazines helps your reach.
- Include your target keywords in your magazine descriptions, post captions, and profile.
“Flipboard has become a major traffic source for all 3 of my websites. They have fantastic tools for creators, like storyboards, scheduling, and RSS feeds for magazines, making creating and sharing compelling content easy.”
Amanda O’Brien, theboutiqueadventurer.com Founder
4. Get Discovered With Short-Form Videos On Social Media
Did you know 77% of travelers use social media when planning their trips? Get their eyes on your content with short-form videos on platforms like TikTok, Instagram, and YouTube shorts.
These platforms have algorithms to serve your content to people who don’t follow you, making them ideal for readers to discover you.
How To Get Started Making Videos
- Create your accounts on YouTube, Instagram, and TikTok.
- Download Capcut, a free mobile app for video editing. It’s better than the in-app editing functionality, with pre-installed templates and effects.
- Create a Linktree account or an alternative. All three platforms make it difficult for users to leave and visit your site, so a place where users can go for all your links is necessary.
“PLACES ON EARTH WITH THE BLUEST WATER” by @thetravelshack, June 2024How To Make Short Video Content Like A Pro
- While traveling, keep video creation in the back of your mind. When you see eye-catching scenery or an interesting environment, be ready to capture it in video. Your video’s “wow” factor differentiates between a mediocre and a fantastic video.
- On Instagram, write detailed captions. On YouTube and TikTok, keep captions as brief as possible.
- Voice-over, on-screen text, and music are crucial to your engagement rate. You can add these with Capcut or in-app.
- Pick your video thumbnails carefully. Make sure they stand out in a grid of other videos.
- Finally, keep your short video short. The ideal length for a Reel is seven to eleven seconds, a TikTok 21 to 34 seconds, and a YouTube Short 25 to 35 seconds.
“TikTok helped us to get our second blog on Mediavine. We shared detailed videos about “how to do something” and always included a call to action, directing viewers to our blog for more information. In recent years, we’ve had videos go viral while encouraging followers to visit the link in our bio. This has resulted in thousands of clicks to our websites.”
Natasha Alden, theworldpursuit.com Co-Founder
5. Expose Yourself To New Audiences With Guest Posting
Having your writing published on another website gives you access to a whole new audience, making it an excellent strategy for attracting new readers.
How To Start Guest Posting
- Find places that accept guest posts. Many publications have open submissions that you can submit to.
- If you see a site that has guest posts but no open submissions, find their contact information and send an inquiry email.
- Create a pitch by explaining your travel expertise and provide writing samples.
How To Guest Post Like A Pro
- When creating your pitch, understand the site’s needs. What content gaps do they have? Focus your pitch there.
- Organic guest posting opportunities arise if you take the time to network. Meeting and developing friendships with travel bloggers is a great way to share audiences. You can network on social media, as well as in-person events like TBEX, TravelCon, and Traverse.
- Create a clear link back to your blog and include a catchy description so readers will be enticed to read more of your content.
- Strategize by monitoring the traffic of potential sites with tools like SEMRush and pick the best option.
Screenshot from japan.travel, June 2024“Creating content for another publication to share as a standalone article allows you to share new expertise about a certain area. Whether through the article itself or subsequent social shares, a new audience gets exposure to you as a writer.”
William Tang, goingawesomeplaces.com Founder
See how William Tang made travel blogging his full-time job with the help of Stay22’s revenue-boosting tools. Read the case study.
Compensate For Traffic Dips By Maximizing Your Revenue.
Maximize your conversions with strategic CTA placement and Stay22’s cutting-edge AI-powered affiliate tools! Skyrocket your affiliate sales with these proven tips:
DOWNLOAD OUR GUIDE: Ten Tips for Maximizing Revenue for Travel Bloggers.
Image Credits
Featured Image: Image by Shutterstock. Used with permission.
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Have you heard of the Golden Rule of Referrals? “The more you refer unto others, the more others will refer unto you.” Cross-marketing is one technique that makes giving and receiving referrals easier. Help your business — and your colleagues — gain more exposure, nurture more referrals and close more business with these four cross-marketing ideas.
1. Quote Others
Quoting others enables you to grow mutually beneficial relationships while doing less work and being time-efficient. Moreover, those you quote may be encouraged to share you with their circle of influence. Remember to link to those you quote in order to drive some traffic their way. Then, go the extra step and send them the article. It’s a good idea to get permission to quote first if you’re unsure of how they’d react.
Quoting others is also a great way to nurture existing relationships. If they don’t have any articles that you can readily quote, email your contact a question. Make it short and simple.
In “5 Ways to Market Your Small Business on a $100 Budget,” Megan Totka, the Chief Editor for ChamberofCommerce.com, says, “Small business partnerships can garner great benefits for both parties. If prospects allow, you can share your contacts with other business owners whose target markets coincide with yours.”
Roundup articles are a very popular way to quote multiple experts in one article. Shane Barker does a great job with this technique here.
2. Interview Or Host Guests
Lorraine Ball hosts a business podcast called “More Than A Few Words.” Some weeks, she shares emerging trends. Others times, she invites marketing experts to share their insights. You can follow her model with your blog, podcast or videos. As you interview guests, you will nurture those relationships, share your expertise and enjoy cross-marketing through your guests’ promotion. Likewise, when you host guest bloggers, they may promote their feature, driving traffic to your website. They might then invite you to guest blog for them as well.
When you ask to guest appear on other sites, the host often considers your reputation, your other articles or interviews and your cross-marketing influence. Even when there is a formal application and vetting process, making guest appearances is often a matter of your relationship with the host blogger.
Hack #1: Engage on social media before pitching to bloggers or podcasters. Here’s the real hack: Comment on their blog, then end it with your email signature, including your name and web address link so the host and readers can easily learn more about you.
3. Coordinate Panel Events Or Co-Author Content
Can you find two or three complementary professionals who market to the same audience as you do? Each of you can confirm 10 attendees and present to an interested crowd. In similar fashion, you can co-author articles or books and enjoy the same cross-marketing benefits.
You don’t even have to present: You can invite your clients to share their professional accomplishments with your prospects. The world’s largest business networking organization, BNI, and law firm management agency How to Manage a Small Law Firm both cross-market with their clients via success stories on their websites.
Hack #2: Public calendars and event discovery tools like Eventbrite can be effective in cross-marketing. It emulates the power of directories and conferences (where vendors & speakers benefit from each other’s marketing).
4. Introduce Via Triads
The next time you recommend someone, don’t just pass along their name or CC them on an email. Take an interest in each person’s successes, and schedule a “triad introduction.” In such a meeting, you each take a few minutes elaborating on what you do, your value and how you can benefit each other. As the host, you may like to start by affirming why you brought the other two together: the mutual benefits. It’s a great opportunity for you to share more about your business while providing an opportunity for the other two. It’s an hour of one-to-one cross-marketing.
Triad introductions can also be a very fulfilling lunch: In his best-selling book Never Eat Alone: And Other Secrets to Success, One Relationship At a Time, Keith Ferrazzi says, “I’ve come to believe that connecting is one of the most important business skill sets you’ll ever learn. Why? Because — flat out — people do business with people they know and like.”
Hack #3: Next time you give someone a testimonial or introduction, mention how your business has benefited because of whom you’re recommending. (If you weren’t a client, though, make that clear.) Surely you can cite something you have gained by anyone you’re raving about. Be authentic. Enjoy the clever cross-marketing: “She inspired me to take time every day to thank each of my 12 employees.” That kind of “humblebragging” is an overlooked benefit of testimonials.
The more you rave about others, the more others will rave about you. What goes around comes around. Cross-marketing is a great way to hitch your wagon on a star and become a VIP to your VIP.
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Given the recent innovations in B2B, traditional marketing strategies are no longer up to snuff. With 83% of B2B buyers indicating that personalized content enhances their purchasing experiences, the industry is rapidly shifting toward hyper-personalized marketing strategies and customer-centric approaches. This places the onus on growth marketing, as practitioners must devise new and efficient ways of reaching their ideal customers.
As businesses experiment with new ways to leverage data-driven insights and advanced analytics, this special report will uncover the current state of growth marketing, with a focus on the data and tools needed to promote campaign optimization and customer-centricity. Specific topics of discussion include:
- How AI-powered tools are revolutionizing lead generation, customer segmentation and campaign optimization by enabling businesses to streamline their marketing processes and achieve greater efficiency;
- The need for collaboration and effective communication between sales and marketing;
- The increasing integration of social media platforms — such as LinkedIn and Twitter — in B2B growth marketing strategies, and how businesses are leveraging these platforms to build brand awareness, engage with prospects and nurture leads more effectively; and
- The continued reliance on ABM and its effectiveness in targeting high-value accounts, fostering stronger relationships and generating higher ROI.
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The online business landscape has seen tremendous growth in recent years. This growth has brought about an increase in ecommerce websites and digital marketing campaigns. As more ecommerce businesses spring up, the competition for visibility will increase, causing business owners to devise strategies to stand out. These strategies include search engine optimization, search engine marketing, email marketing, social media marketing, affiliate marketing, and more.
These marketing strategies drive traffic to ecommerce websites if done correctly, hoping to turn those leads into conversions. Conversions in this context are making a purchase from the website. Businesses need high conversion rates for their marketing campaigns to be successful. Making a significant portion of your leads buy your products can be challenging, so businesses tend to hire CRO agencies to make it happen.
However, the service fee for an agency may put a strain on a business’s budget. This is why hiring a conversion rate optimization expert might be best. An expert can produce the same result as a CRO agency and offer a more personalized working experience. CRO experts specialize in optimizing websites and marketing campaigns to attract the right audience and turn them into paying customers.
Tips to Increase Conversion Rate
Ecommerce business owners strive to improve the performance of their marketing campaigns, especially their conversion rate. Here are some tips they can implement to get better results:
Have a clear conversion goal
It is essential to define what conversion means for your business. Specify the action you want your website visitors to take. This can be filling out a contact form for your newsletter, buying a product, downloading a free ebook, or creating an account. Defining this goal will help you create a web design, layout, and content that drives visitors toward the goal. It also helps to use a clear call-to-action to guide potential customers to the next step in their purchase journey.
Optimize website performance
Websites that load slowly tend to have lower conversation rates than others. This is because people might lose patience waiting for your web pages to fully load and abandon their purchase. Online shoppers expect a smooth and seamless shopping experience on your website, or they will buy from your competitor.
You can improve a slow-loading website by compressing images, using a reliable website host, using simplistic designs, and optimizing it for mobile use. It helps to regularly test your website performance to make improvements when necessary.
Improve user experience
Ecommerce websites should always have a pleasant and intuitive design. The layout should be straightforward for easy navigation. All tabs must be responsive, and there should be a search bar for people to input keywords and find products they want. It is best to avoid clutter and unnecessary animations. The goal is to improve user experience, not create the fanciest website.
It would be best if you also streamlined processes where possible. For example, checkout processes should be as short as possible to avoid losing customers. Also, consider adding automated chatbots to your website so visitors can get help when in need.
Create compelling content
Website content can influence a potential customer’s decision. You invest in content creators that can produce high quality, engaging, and informative content on important topics for your target audience. The content tone should be persuasive but not overly salesy.
Your content should showcase how your products will improve their lives and invoke positive emotions in the reader. Pointing out the value of your products and their unique selling point will make website visitors buy from you instead of your competitors.
Use calls-to-action
Using calls-to-action strategically can improve your website conversion rate. Ensure they are persuasive and compelling to visitors. Try different font styles, sizes, colors, and placements to see what works best. Your CTA should stand out from the rest of the website’s text, and you can use them on buttons too. Some examples are “Order Now,” “Try it for free,” “Register Here,” and “Start your 7-day free trial”.
Calls-to-action should fit the context of the conversion you are promoting and be easily seen on any device used to view your website.
Leverage consumer reviews
Potential customers are drawn to businesses that other people recommend. You can leverage this by displaying positive customer reviews on your products and getting influencers and leaders in your industry to endorse what you are selling. Positive reviews are important because they can increase sales and boost your business’s reputation.
Actively solicit reviews from past customers by emailing them a few days after completing their order. Ecommerce websites with reviews appear credible and will convince visitors to make purchases.
Monitor ad campaign performance
Monitor important ad metrics like click-through rate, bounce rate, conversion rate, average time spent on the site, and so on. They all indicate whether the right people are seeing your ads. If your ads gain views without conversions, they might be served to the wrong audience. You should conduct market research to find your target audience and their issues, needs, and desires. Tailor your advertisements to appeal to this audience, and it will improve your conversion rate.
Get professional assistance
Conversion rate optimization requires expertise to pull off correctly, and many ecommerce business owners lack this experience. They can get professional help by hiring a CRO expert to review and improve their website’s conversion rate. Agencies offer a similar CRO service but are more suited to large businesses because of their relatively high service fees. CRO experts will implement the tips above and use their experience to troubleshoot the conversion rate problem.
Endnote
Conversion rate optimization can significantly increase an ecommerce business’s bottom line. Low conversion rates are usually caused by improper marketing, bad website design, lengthy checkout processes, unsecure website domains, unrelatable content, and many more factors that a CRO expert can identify.
Ecommerce business owners can use the tips above to improve their conversion rate. However, a CRO agency or expert will optimize the website faster, allowing the business owner to focus on their core operations.
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From the Publisher
Are You Ready To Improve Your Health, Strength, Energy, Balance and Mental Wellbeing?
Explore All The Glorious Good Stored Up In Your Body
A yoga routine can bring out all the Wonderful Healing Energy you have inside you. Yoga can develop Strong and Durable Bones, Muscles, Joints and Ligaments. This is extremely good for helping you Feel Strong and Healthy as you age.
Through yoga, you can Protect Your Heart, Strengthen Your Posture, Maintain a Healthy Weight, Boost Your Circulation, Ease Chronic Pain, Improve Your Immune System, Delay Signs of Aging, Improve Balance, Boost Your Energy, and much more! Yoga Can Even Improve Your Sex Life!
Do you want to Boost Your Mood, Beat Depression, Relieve Anxiety, Improve Your Concentration, Sharpen Your Memory, or Increase Your Self-Esteem? There’s a yoga pose for that! Several, in fact. Does an injury prevent you from enjoying certain activities? No worries. With yoga, most of the poses are easily modifiable to accommodate physical limitations. Where they aren’t, this book lets you know so you can help avoid the chance of injury.
Publisher : CreateSpace Independent Publishing Platform (May 23, 2017)
Language : English
Paperback : 217 pages
ISBN-10 : 154685102X
ISBN-13 : 978-1546851028
Item Weight : 13.8 ounces
Dimensions : 7 x 0.49 x 10 inches
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]]>The following is an excerpt from Content Is King: The Complete Guide to Writing Website Content That Sells by Laura Briggs, available now at Entrepreneur Bookstore, Amazon, Barnes & Noble and Bookshop.
If you’re building a website but are unsure of your audience/buyer persona, you can learn a lot about them through survey research. You can hire survey companies to help you get direct feedback from your target market and learn more about what is most important to your audience. With Google surveys and companies like SurveyMonkey, you pay a specific amount of money for each survey result, which varies from a dime to several dollars per survey completion.
One of the best things about not having an existing audience persona is that you have the chance to be creative. You can also tap directly into the market in real-time and build the data you gleaned right back into your marketing plan.
Related: Ultimate Guide to Using Shopify
If you have the opportunity to use open-ended questions in your survey, you can learn the exact words and phrases that your audience uses. Make sure your survey questions directly request the feedback and information that you need to build this brand persona. You can then use the responses to better understand these demographics and develop an audience content persona. If you have access to your target audience outside of surveys, such as people in your direct network, consider setting up customer informational interviews. These can last 20 to 30 minutes and tell you more about this person’s primary concerns.
What Questions Should I Ask in My Survey or Interview?
Start with basic demographic information about your audience member, such as name, gender, age, location, where they work, job title, industry, and the biggest challenges they face. You might also add questions that drill down further into your specific business type. This kind of data can help you understand where most of your audience members share commonalities.
Related: Ultimate Guide to Social Media Marketing
How to Learn More About Your Target Audience Through Social Media
Yes, your audience is interested in solving the specific problem you’re presenting, but they are also dynamic people with other interests and concerns. Some of those interests and concerns will be shared by a good portion of your audience. For example, imagine that your ideal audience member is interested in home renovation. You could make a reasonable assumption that they like HGTV or visit BobVila.com. That same person might also be interested in flea markets or other DIY projects. Adding these kinds of guesses is how you build out a more comprehensive version of your target audience member.
Something awesome about living in the modern era is that someone has probably already done the work of collecting information about your target audience. (We can save the privacy debates for another day.) Hello, big data!
Head on over to Facebook and type into the search bar “interests liked by people who like _______.” Fill in the blank with the name of a competitor or another interest of your ideal audience member.
You’ll get a list of information about your target audience members and other things they like. You can use this material to provide context and also to highlight those other details throughout your copy.
Let’s imagine you’re a closet organization company that found that your audience is also interested in home renovations and DIY projects. But your premise is that they don’t know how to get started with organizing a functional closet. You might use that in a line of copy, such as “Keep your weekends for watching Property Brothers and let us do the heavy lifting. You’ll head into each week with the knowledge that your closet is fully organized and ready for action during the busy work and school days.”
That kind of copy is what makes your audience feel like you’re talking directly to them. It works because you’ve done your research to confirm what they like and their levels of interest.
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How to Use Facebook Audience Insights to Learn about Your Buyer Persona
Facebook audience insights are tools used by online marketers to learn more about the vast data treasure trove that is Facebook. You can look at people who are connected to your personal page or all of Facebook. There is very little reason to look at the information connected to your page audience, especially if you have an audience segment of fewer than 1,000 people. Start by looking more broadly at all of Facebook and then adding differentiating factors to help narrow this down.
Navigate to business.facebook.com/latest/insights/people. In the interests section, type in your industry or other terminology people would use to describe your industry. Then narrow down by demographic information. You can gather a great deal of valuable data in this process. Don’t forget to look at the lifestyle section of the Facebook audience insights to identify goals and challenges of your potential target readers.
Your copy should always be based on your UVP and what is most helpful to your target customers. In this chapter, you learned how to evaluate and describe your audience so you can craft copy about what you can offer to them. In the next chapter, you’ll learn how to incorporate these elements into your content marketing strategy.
Related: What Are Million-Dollar Habits?
Action Steps and Takeaways
Determine whom you serve and how that influences your company’s unique value proposition.
Think about brand value adjectives that can set you apart from your competition and clearly convey what’s most important about your brand.
- Survey your current or prospective customers to learn more about what’s most important to them (or use social media).
- Determine your audience personas for your business.
- Define your unique value proposition.
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Today’s labor market “is full of missed opportunities” where solid candidates are not getting matched to positions that could positively impact companies, LinkedIn’s newly released Skills-First report maintains. This requires rethinking how to prepare the workforce of the future and equitably match talent with jobs.
Jump to:
What is skills-first hiring?
Skills-first hiring refers to putting skills at the forefront of hiring strategies by recognizing an individual for their skills and capabilities and breaking down roles into the capabilities required to do them well, according to Sue Duke, head of global public policy and the economic graph team at LinkedIn.
“This doesn’t mean we should ignore traditional hiring systems, but there’s a massive opportunity to enhance hiring to widen opportunities throughout the workforce,’’ Duke said. “The good news is this shift is already underway, and employers are showing signs of embracing this new way of thinking about talent.”
What are the benefits of skills-first hiring?
According to the LinkedIn report, benefits of skills-first hiring include:
- Increasing talent pools in the U.S. by 19x.
- Adding up to 20x more eligible workers to the employer talent pools.
- Increasing the global talent pool of workers without bachelor’s degrees by 9% more on average than for workers with degrees.
- Increasing the proportion of women in the talent pool by 24% more than it would for men in jobs where women are underrepresented.
- Increasing the talent pool for Gen X workers by 8.5x, for Millennial workers by 9x and for Gen Z workers by 10.3x.
- Democratizing access to opportunity.
Duke stated there is a major opportunity to level the playing field for women, especially in occupations where women are underrepresented, including technology, engineering and construction. For example, in the U.S., only 20% of workers with the title “test engineer” are women, but women make up 47% of the talent pool based on relevant skills. When companies look beyond job titles and hire a test engineer based on skills, the overall talent pool for women increases by 9x, Duke said.
One of the more revealing findings in the LinkedIn report is that about one in five job postings (19%) in the U.S. no longer requires degrees, up from 15% in 2021. When employers look at more than education when hiring for a role, they are creating a more equitable talent pool, Duke said. For example, nearly 70% of the jobs in the U.S. require a bachelor’s degree, but only 37% of the U.S. workforce actually has one. “This effectively eliminates over 50% of the candidates for roles, yet, these people may have the skills to succeed despite their lack of a college degree,” Duke said.
Additional benefits of a skills-first approach
The benefits of a skills-first approach go beyond the hiring phase and have notable impacts throughout the employment cycle, according to the report. For example, LinkedIn data finds that investing in employees’ learning and growth is key to retention.
Workers who have made an internal move at their organization at the two-year mark have a 75% chance of remaining there, compared to 56% for those who haven’t.
Likewise, companies that excel at internal mobility are able to retain employees for an average of 5.4 years, the report said.
Are more recruiters using skills data to fill jobs?
In the past year, more than 45% of recruiters on LinkedIn explicitly used skills data to fill their roles, up 12% year over year, the report said.
LinkedIn site users added 380 million skills, including certification, to their profiles in the past year — up over 40% year over year.
How skills-first hiring helps counter labor shortages
The report addresses the current economic uncertainty and finds that even with this at play, “the ratio of jobs to applicants remains nearly double the pre-pandemic average in several countries.” Even as economies slow, LinkedIn anticipates labor shortages will continue to exist for the foreseeable future.
One reason is that labor force participation still hasn’t returned to pre-pandemic levels, according to the report. To counter this, one approach is to expand the talent pool to include all workers with the necessary skills to fill open roles in industries where there are shortages.
“This may mean hiring people who have never held that job title before or even worked in that industry before,” the report noted. “During times of rapid change, we need to help workers transition to jobs that are in demand and that match their capabilities.”
If employers could easily find and hire workers based on what they can do without excluding qualified candidates based on criteria like prior job title, workers could transition more efficiently and economies could adapt more quickly, the report stated.
How employers can use a skills-first approach to hiring
Generally, employers are looking for candidates with transferable in-demand skills such as leadership and specific technological abilities, Duke said. “In nearly all cases, employers will find that candidates always have skills that can be applied to a position, even if the candidate is coming from a vastly different industry. This increases the talent pool and makes it easier for employers to find good candidates,” she said.
As an example of how the skills-first approach works, Duke said that when employers looking to hire digital marketing managers use this method, the available talent pool increases by almost 22x. “That’s because many of the skills associated with this job are common across other jobs and industries,” she explained. “In this case, about 30 separate job titles across the U.S. have relevant skills for this job, but most companies would overlook those candidates.”
Every role at an organization can be broken down into a set of skills needed to do the job well. Every person has a set of skills, whether they’re an existing employee or part of an external talent pool, Duke said. Employers need a better understanding of what skills are required to do the jobs at their company so they can take a more equitable approach to finding talent with those skills.
For a skills-based hiring process to work, skills should be placed at the center of recruitment as well as internal hiring.
“Employers have the chance to reimagine the labor market and break down barriers, and to build a world where everyone has access to opportunity — not because of where they were born, who they know or where they went to school, but because of their skills and abilities,” Duke said.
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As the economy slows, B2B marketers are being challenged with longer sales cycles, lower deal amounts and churning customers. If that isn’t enough, many companies are slashing marketing spend.
With that being said, CMOs can see significant short-term improvements that will help them power through the forecasted downturn by focusing on these areas of their business:
Related: 5 Mistakes To Avoid in Your Digital Marketing
1. Optimizing campaigns for offline conversion events
Your most important priority should be to integrate your advertising platforms with your CRM or demand-gen platform. This will allow you to optimize your ad campaigns for bottom-funnel conversion events. This is especially important when using Google since you can use Google’s algorithm to optimize your campaigns for bottom-of-funnel events. If you have a sales team that takes inbound calls, make sure to get third-party call analytics software that can track calls by channel and down to the most granular source. Having phone tracking will let you identify which marketing channel is contributing to sales and help you make budget allocation decisions.
2. Marketing channels with short-term CAC payback periods
Privacy changes have made marketing attribution tools less reliable in the last two years and makes finding winning campaigns more complex. To overcome this, you can ask users on form sign-ups or post-purchase surveys how they found your business. While also not 100% reliable, these self-reported attribution workflows can help you see which channel is driving the most sales. Based on what customers are telling you and what your other attribution tools show, you can then allocate budget by channel based on their relative performance and pause what’s not working.
3. Your best customer cohorts
When sales performance starts to drop, investigate your data to see which customer cohorts are underperforming or churning, and exclude them from your ad targeting. This could be unprofitable business verticals, job titles, geographic regions, age or other demographic cohorts. If you have a revenue intelligence platform to listen to and/or transcribe call recordings, analyze the calls that resulted in demos and sales.
For example, if calls show a spike in Fintech startups that are purchasing your product, test new ad creative with what they say they like about your product and test landing pages with matching messaging. On the media buying front, see if you can improve targeting for this cohort and get more ads to serve it.
It’s also important to keep track of buyer personas. You can figure out which persona to focus on by running a report on all your customers and their respective job title, and then focus your marketing on the personas with the highest lead count. Make sure to arm your prospects with the metrics they look for — that is, you’ll need to show that the service or solution is an investment, not a cost.
Related: Digital Marketing 101 for Entrepreneurs
4. Conversion Rate Optimization (CRO)
Focus on the segments that are driving the most revenue for your business — such as landing pages, product pages and pricing pages. Use a qualitative analytics tool that can view what users are clicking on as they interact with your site. If you are running paid advertising campaigns, it’s important to not run the tests on all your campaigns. Carve out at least 80% of your budget for the campaigns that are carrying your quota and the rest for testing out new ideas.
Next on your list is improving page loading speed. For every additional second it takes the page to load, conversion rates drop by up to 20%. A good benchmark is a loading time below three seconds. Another time-sensitive indicator to optimize for is lead response times. Ideally, you should attempt to phone, text or email a prospective lead within five minutes. Just doing this will help increase conversion rates by double digits.
Of course, it takes resources to do these things. But making these changes during a downturn, if done right, will help you improve performance and build a data-driven and winning business.
Related: How to Adjust Your Marketing to Survive a Recession
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