News and views from this week in marketing. What inspired and encouraged, shocked and appalled? Here’s our top 10.
1. Marketing with Honesty
Kicking us off this week is a beauty on savvy marketing.
How Bodyform has become the first brand in the UK to feature sanitary pads stained with red liquid – rather than blue – in its adverts.
A move that was prompted because of taboos surrounding periods, and the fact that a whopping 74% of people wanted to see more honesty in their adverts.
In short, honesty sells, hiding the truth doesn’t! Unless you’re in politics!
2. Living a Lie
A must read! Why “brands have deluded themselves into believing the dream of ‘the long tail.’ Yet the idea of blasting ads on thousands of sites makes little sense.”
But why is this still happening? The answer is in a 2004 Wired article-turned-book by Chris Anderson.
After reading this, you too will surely say, there is no way the marketing industry has a handle on the right approach to advertising.
This is sooooooooooooo true, and something we avoid like the plague – “digital marketing has unleashed an obsession with efficiency and short-termism, one that’s trading long-term brand-building for short-term ROI.”
Good read: Is Efficiency Killing Brands
Precision marketing – targeting your primary audience only – is short-termism in the extreme. It creates no longevity for success. It is a big reason why we say paid advertising MUST work in unison with content and social programs to drive organic traffic. It’s all one big SEO wheelhouse.
How many SEO articles have we read over the past year, decade even, that talk about ‘top tips’ and ‘best strategies’?
Way too many, and a lot of which simply regurgitate fluff.
This one is different because it specifically talks about 5 strategies that are definitely relevant today, not the most commonly talked about, and above all are the ones that deliver tangible benefits.
From schema markup to Bing. This is not your ordinary, run of the mill list.
Which leads us to one from our own marketing blog…
5. SEO + UX
It wasn’t so long ago in the digital marketing world that SEO and UX were pulling in different directions. Now they are well and truly joined at the hip.
Your SEO strategies should include striving for the perfect user experience. After all, that is the essence of good SEO anyway.
6. Content Marketing
The best of an exhaustive list this week. Digging through the weeds of content marketing articles is tough, trying to find something groundbreaking and that can genuinely assist. As with SEO, articles on content marketing ROI have been done to death. But this one is worth a look.
Here are some wow factor takeaways!
- Content marketing has lower up-front costs and deeper long-term benefits than paid search.
- Content marketing costs 62% less than outbound marketing and generates 3x as many leads.
- Content marketing achieves 6x higher conversion rates than other methods.
- Today, over 615 million devices use ad blockers to enhance their online experiences.
- Almost half of 18-49 year-olds get their news & information online.
- Small businesses with a blog get 126% more lead growth than businesses that don’t blog.
- 61% of U.S. online consumers have made a purchase based on recommendations from a blog.
- Websites with blog content have 434% more search engine-indexed pages than those that don’t publish.
- Publishing 16+ blog posts a month brings 3.5x more traffic than publishing 0 to 4 articles.
Plenty of food for thought.
Websites with blog content have 434% more search engine-indexed pages than those that don’t publish.Click To Tweet
7. Homepage Conversion
Your digital presence starts with your websites homepage – or it should – but why do so many fail to convert when it is clearly the best tool for driving conversions.
Good read: How to Make Your Homepage Actually Convert
I always enjoy Neil Patel’s insights, and this is no exception. “According to AdRoll, 98% of your first-time site visitors won’t convert on your homepage.”
Meaning all that organic traffic you’ve worked hard to get is leaving – because you failed to connect with them, offer something unique or simply to check out other options. You need a better strategy and this article tells you what that is.
8. SMB Marketing Savvy
Marketing is a serious challenge for many small businesses. They don’t have the bandwidth, resources, expertise, budget, you name it, something stops them from creating marketing success.
“Learn what marketing techniques and technologies small businesses are using right now, and how they are reaching out to customers through websites, social media and online reviews.”
Good read: The State Of Small Business Marketing
I’d add Google My Business and keyword strategy to this list, because you need to be on the map to get found for the types of localized, business specific searches people will be conducting.
9. Amazon Prime-Location?
This made me chuckle.
“The competition’s tough. So here’s an open letter to Amazon CEO Jeff Bezos with a few more reasons we think Indianapolis is the right place for HQ2.”
It’s not really a begging letter, but come on Amazon, you know it makes sense 🙂
And finally. Hows this for a bit of savvy marketing?
From Zinger burgers to Zig-a-zig-ah!
Until next week.
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