How content marketing can help you sell more

This infographic lays out some of the ways content marketing can help your business.

Sites that use content marketing via blogs get more pages indexed on search engines. This means potential customers are more likely to find their site.

Word of mouth plays a big part in how people decide where to buy. Many of these conversations are taking place on social media. To build a following you need interesting content which is a top 3 reason people give for why they follow.

Once you build your following 6 in 10 social users are more likely to recommend you.

Put simply: Content = following = sales

content marketing

Is the company website about to die?

Your customers don’t want to come to your website. Yes, I know in creating it you have spent huge amounts of time, money, sweat and tears. But in an online world dominated by social media and apps, there are far more exciting places to be.

Another huge problem you face is a lot of people don’t trust company websites. They look at your content and think ‘well you would say that’. Especially if you make bold claims that you don’t substantiate.

Whilst the company website is not dead, yet, it is not enough. I would even question if it is your first priority. Your customers often look first to social media to help them choose what to buy, and who to buy from. Go to your customer, don’t wait for them to come to you.

skull-34133_960_720

And it’s only going to get tougher. With the growth of mobile and apps, customers want easier and simpler ways to get what they want. And they don’t want to trawl through your website to find it.

In short. Your company website is just one small part of your online real estate. It will shrink in importance and you need to now – before it’s too late – focus on your social presence. And if you haven’t already, work out how you can help meet your customer’s needs on mobile phones with an app.

The need for corporate websites will continue to reduce. I would argue for some there is little or no need now. New companies will choose not to create company websites and exist only on social and in apps. Benefiting by focusing their energy where their customers are, where their customers trust. Where their customers want to be.

Why are so many getting social media marketing wrong?

This comic succinctly captures what is so wrong with so many organisations social media activity.

You need to spend less time talking about yourself on social networks and work harder for the attention you desire by providing real value to the communities you wish to connect with.

Competitions and ‘viral videos’ will drive short term relationships where providing regular useful content can help build a valuable relationship. When you do talk about your products or services you need to start with how this will benefit your followers not how brilliant you are for bringing it to them.

Slip back into old ways and no matter how much trust you have built up – you could quickly find yourself dumped as your followers will quickly go elsewhere.

5-types-of-social-media-strategies

Cartoon via Marketoonist

How to write the perfect tweet

The helpful guys at Twitter have issued some guidelines and stats to help you get the most out of your tweets. Whilst the focus is on promoting mobile apps these lessons will apply whatever you are tweeting.

 

Time to switch off the caps lock…Tweet best practices

Be specific about discounts…
Tweet best practices

Be specific about your prices…TweetBestPracticesSeatGeek

Use “you” or “your”…Tweet best practices

Give a call to action… Now…Tweet best practices

Importance of images in a social media age

According to the National Center for Biotechnology Information, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013–one second less than the attention span of a goldfish.

So now more than ever the likelihood of someone sitting through your 15 minute video on how fantatstic your product is – is less than ever.

This means you need to be more creative in how you get your messages across. Using imagery is a quick and effective way to capture attention and convey information. This infographic from Widen shows why images are so important, especially in the social media age, and how you can use visual storytelling in your marketing.

Visual storytelling

Social media demographics: Which site should you use

This handy infographic share key demographics for all the key social media sites. The stats help break some assumptions that I have heard from marketers such as that people on higher incomes do not use social media; or that younger people (18-29) don’t use Twitter. Infographic via SproutSocial.

These demographics are just one factor in deciding where you target your activity. With Twitter, for example, whilst the numbers may not be as high there is a higher number of influencers including most journalists who use this social network as a source for stories. Other factors will be accesibility, SnapChat may have a huge number of <25’s but how accesible are they through the service?

Social media demographics

Which social network should marketers use?

 

These statistics from 2014 (looks like they are for the US) shows that marketers are increasingly taking social media seriously. Facebook continues to drive a lot of deserved attention – however Twitter is often underestimated given that the influence of Twitter reaches far beyond its 140 characters and the other Twitter users. For instance a majority of journalists monitor Twitter and increasingly their stories are being driven #byTwitter and many Twitter feeds are embedded into websites.

Hopefully these stats will help towards persuading the social media denialists its about time they looked again at social.

How do social networks stack up

48% of companies don’t encourage social media networking

It’s been my experience that the majority of people who don’t use and understand social media in conversations about its use typically focus on what could go wrong – rather than how social media could be used to help a business.

I have talked for years of how social media provides an opportunity for your people to become an ‘army of marketers’ promoting your brand and products via these channels. For this to successful you need to start with trust, trusting your people to be professional in their interactions along with providing them with guidance on how to get the most out of these channels.

As this infographic shows many companies are still missing out on these opportunities by not encouraging and enabling their people. It also shares the benefits you can get when your people are trained and confident to network on social media.

48% of companies don’t encourage social media networking - infographic

Christopher Wellbelove

Rise of social media in e-commerce

Social media’s role in driving e-commerce sales has never been so great. As this infographic highlights 74% of consumers rely on social media when making their decisions to guide purchases. Many turn to companies social presence to research products and to learn more about the companies they could soon be doing business with. Along with sharing some great social / ecommerce stats the infographic shares some simple to follow steps to getting started on key social networks.

Social media and ecommerce

Eye tracking data helping you build better websites

This infographic shares some great insight taken from eye tracking data, where users eye movements are monitored to show where there eyes focus on a screen.

Some key points to consider when designing a website.

  • Over 58% of users are more likely to remember your brand and logo if it is placed on the left hand side
  • Users spend 80% of their time looking at content above the fold ie before scrolling (though this will change will increased use of touch devices)
  • First two paragraphs on the page should contain the most important information

Designing better websites using eye tracking data

Images brings laughter and support for breast cancer patients

This story of a mans attempt to help his partner through cancer treatment is now helping raise awareness and raise funds for those affected by breast cancer.

Since the initial photos and video the story has been turned into a T-Mobile campaign, which will have no doubt resulted in additional funding for the campaign. Should brands jump on the back of such inspirational stories when they clearly had nothing to do with the initial story – or should we just sit back and appreciate their funding? Also of course they provide additional exposure for important causes such as this.

Images such as the one below can be purchased to help women during treatment.

Tutu project