Daily Archives: January 6, 2022

How customer reviews can improve your SEO efforts

By | January 6, 2022


Customer reviews aren’t just trust signals for your customers — they can also provide potential SEO ranking boosts when used effectively.

“They [reviews] build trust in your brand,” said Kyra Sammis, customer success manager at Trustpilot, during her session at SMX Next. “Reviews are an opportunity for anyone familiar with your brand to publicly share what they **** about your products, services and customer experience. Having reviews publicly available conveys that you’re safe to do business with.”

Featuring reviews — even if they’re bad reviews — is vital for brands wanting to build customer trust in today’s competitive SEO landscape. And with 53% of all trackable website traffic coming from organic search, marketers would be wise to capture some of that share with customer reviews.

“Reviews are a powerful marketing engine in their own right — they’re a way to build trust in your brand,” she said. “You can turn that brand trust into measurable ROI through increased web traffic sales and revenue.”

Here are five ways Sammis says marketers can help boost their rankings by leveraging customer reviews.

Emphasize off-site SEO

“Off-site SEO describes any actions you take to build up a digital footprint outside of your actual website,” said Sammis. “Whether it’s building credible backlinks to your page, staying active on social media platforms or even creating a profile on a third-party review platform.”

“Most businesses have an on-page SEO strategy to help with organic search, but fewer are spending significant energy on off-page opportunities,” she added.

graphic showing how to build SEO with third-party sites
Source: Kyra Sammis

Google and other search engines use off-site signals to measure the relevancy, authority and trustworthiness of your brand. Reviews are some of the most consistent channels marketers can use to improve these signals.

“Google changes, but reviews are most likely here to stay,” Sammis said. “According to research from Moz.com, offsite SEO-related factors like third-party reviews carry more than 50% of the ranking factor weight. Factors like relevance, trustworthiness and authority will likely always play a role in a page’s ability to rank, and building up your online presence with reviews can help businesses crush all three of those criteria.”

Don’t neglect referral traffic

“On top of the off-page SEO benefits for your actual website, creating a profile on a third-party site can also lead to a huge spike in referral traffic,” Sammis said. “That’s because when someone searches for reviews of a brand, many of these third-party sites can wind up right at the top of the search results.”

Many third-party review sites have high authority and trust levels, enabling brand reviews to share in their high rankings. Focusing on referral traffic can bolster your SEO efforts by establishing a strong flow of visitors alongside your organic traffic.

“This could be your competitive advantage since referral traffic is so often overlooked, even though it’s a free source of qualified leads and can even improve your organic search performance,” she said.

Display reviews on your website

“Featuring customer reviews on key landing pages is easy to pull off with review widgets,” Sammis said, “And this small addition to your website can improve how often your pages show up in organic search results.”

example of customer review display via site widget
Source: Kyra Sammis

Customer reviews are potential content sources for your web properties. By displaying them on your website, you can diversify your content while adding relevant text to your pages, both of which can contribute to improved organic page rankings.

“Reviews increase the amount of text on each page,” said Sammis. “This extra text makes your page more valuable in the eyes of Google because you’re offering them more context for what the page is about and whether it should surface for that user search query.”

“At the end of the day, Google wants to show the most reputable search results in hopes of delivering the best experience for their users,” she added.

Pay attention to star ratings

“When marketers think about star ratings and search results, paid listings usually come to mind,” Sammis said. “But most marketers don’t realize that they can also earn star ratings on their organic search listings and appeal to those savvy customers who might be less inclined to click on an ad.”

review snippets on Google search result
Source: Kyra Sammis

Star review ratings — the symbols displayed in the SERPs — help build searcher trust by giving them visual representations of their average ratings. This feature used to be less common, but Google now lets more site owners display them using schema markup.

“Collecting product reviews can help you qualify for review snippet in organic search,” said Sammis. “Those shiny gold stars in your listings can help attract more attention to your product pages and even improve your clickthrough rates by up to 35% in organic search.”

Make use of long-tail search queries

Reviewing the ultra-specific, long-tail keywords your customers use when searching for your products, services or brand is key to capturing your niche’s audience. But marketers can also leverage the queries used in company reviews, which are highly relevant and amplify customer voices.

“Long-tail keywords get less search traffic, but will usually have a higher conversion value as they are more specific,” Sammis said. “Thinking of every possible descriptor, use case or problem your product solves can be difficult, to say the least. Thankfully, product reviews let your customers become the copywriters, enabling them to share their own unique experience with your products in their own words.”

“The icing on the cake here is that this all happens automatically — no extra copywriting or content creation for you,” she added.

Watch the full SMX Next presentation here (free registration required).


New on Search Engine Land

About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC industry news to help marketers improve their campaigns.



Source link : Searchengineland.com

Content Creation in 2022 and Beyond: The Ultimate Guide

By | January 6, 2022


Businesses can no longer afford to dial it in with their online presence.

68% of potential shoppers use a search engine — usually Google — before buying a product. And in 2021, 42.7% of ***** internet users (between 16 and 64) actively used ad-blockers to avoid seeing digital ads.

That means if you’re not effectively using organic channels, you’re missing out on 4 out of 10 potential customers from the internet.

Content creation is the foundation of becoming visible on the internet, both on search engines and social media.

If you don’t have blog posts or product pages that correspond with the information your potential customers are looking for, your website might as well not exist as far as most of them are concerned.

In this article, we’ll cover what content creation is, how to come up with the right content strategy for your company, and how to execute your plan at scale.

What is content creation?

Content creation is the process of generating ideas for and consistently creating written, video, or audio-based content that appeals to your target audience.

It’s the foundation of content marketing. After all, how can you distribute content that doesn’t exist?

Effective content creation starts by figuring out who your potential customers are and how you can best reach them online.

Diagram that showcases what content creation is

That journey starts by figuring out what channels will resonate the most with your audience. For example, a podcast might make more sense than a written blog if you want to reach truck drivers who listen to more content.

If you want to attract an audience of DIY gardeners, a mix of how-to videos and blog posts will probably be more effective.

From there, you should set up a content calendar to release content on a consistent schedule. For a technical blog, this might be a single long-form blog post per week, accompanied by a bi-weekly podcast episode.

The key is to set up your own content creation process that aligns with your audience and resources.

Why you should invest in content creation

As we covered in the introduction, more people are outright blocking ads. So organic channels have started to deliver better long-term results than paid ads online. 49% of marketers singled out organic SEO as the digital marketing channel with the highest return on investment (ROI) in a recent poll.

Creating a company blog, podcast, and YouTube channel sure sounds like a lot of work (and if you want to deliver high-quality content, it is).

But it’s a powerful way to reach your customers online and build a relationship with them.

Create an organic presence on search engines and social media

You can gradually increase your organic search engine rankings by creating content using search engine optimization (SEO).

That’s crucial if you want to get more eyeballs on your website. On average, 28.5% of all users click the first result when making a Google search. This percentage goes even higher with Sitelinks, averaging a jaw-dropping 46.9%.

And imagine the power of landing a featured snippet for a keyword or question relevant to your business:

Google search results with featured snippet

You also have the chance to build meaningful relationships with potential customers on social media. It’s possible to build a following on platforms like YouTube or Pinterest or in a thriving Facebook Group community.

And it never hurts to have a complete profile with up-to-**** content when potential customers check you out on Facebook or Instagram.

Reach an otherwise unreachable digital audience (people who use ad-blockers)

How are you going to effectively advertise to the 4 in 10 consumers who use ad-blockers? If you have a young target market, these percentages are even higher.

A TV ad campaign isn’t realistic unless you have a giant marketing budget. And people who use ad-blockers may just switch the channel anyway.

By creating useful, quality content, you can reach a growing part of your target audience that is tired of ads.

Sell to potential customers who are ready to buy

72% of consumers use information found on Google to make important financial decisions, such as whether to make a purchase or not.

Graph of consumer decisions influenced by Google

(Image Source)

If you want to control that information and ensure potential customers get a good impression of your company and products, you need to jump on the content creation bandwagon.

The halo effect of being one of the top organic results for a keyword is a nice bonus. People consider a high SERP rank Google’s co-sign of the trustworthiness of your site’s content.

The foundation: Creating the right content strategy for your company

Before you start pumping out content, you need to identify your target audience and find the best strategy for reaching them online.

Let’s dive into the process of hand-crafting the best content marketing strategy for your company.

What is a content strategy?

A content strategy is a strategy that defines who you create content for, what types you need to create, and which channels you’re going to focus on. It should include a definition of your ideal audience and a clear plan of attack for creating and distributing content online.

It defines:

  • Who you’re creating content for
  • What channels you’ll use to reach that audience
  • Your current state of content marketing — strengths and weaknesses on your website, for example
  • Research-based angles and opportunities for long-term content production
  • What types of content you will create, and how often

Diagram of creating a content strategy

First off, you have to start by finding and understanding your audience.

Understanding your target audience and where to reach them online

You need to answer three essential questions when you start creating your content strategy:

  1. Who buys your products or services?
  2. Where do they hang out online?
  3. What type of content do they engage the most with?

You can research your audience in one of two ways, depending on what data you have access to.

First, you can look at the customer data for real customers in your database. Look them up on social media and see if you can identify patterns. For example, are they more active on Facebook or Instagram?

You can also set up a quick survey where you ask existing customers about their social media habits.

This approach might not be realistic for everyone, so we’re also sharing a method you can use if you don’t have any data or sales yet.

With tools like Facebook’s Audience Insights, you can “spy” on the customer profiles of your competitors.

Audience Insights report in Facebook Business Manager

You can find their age, where they live, and other pages and media they enjoy, as well as get a good sense of where they hang out.

To complement this, join Facebook Groups and other online communities to observe and ask questions. Get a sense of what types of content people share and what resonates with them.

Use one of the methods above to create a profile or persona of your ideal customer.

This should include their:

  • Age
  • Hobbies
  • Preferred channels of communication
  • Most active social channels
  • Preferred voice and style of content (serious, light-hearted, etc.)

Identify your most effective channels

Now that you know what kind of content your ideal customer wants, you need to figure out what works best for you.

Do you have the budget to invest in video production, or will you focus on blogs and social media?

Choose a manageable channel mix, and decide on a rough publishing schedule.

Note: Consumer products aren’t an exception. It’s not enough to post your product in an online marketplace and clap your hands. Even if you sell a lot of products on Amazon, you’re leaving potential sales on the table.

Leading sources for online product searches

(Image Source)

Run an audit on existing content

Chances are, you’re not starting from scratch. If you already have a company blog with some content, you might be able to find hidden treasures.

A content audit can help you discover missed opportunities with pages that already exist.

First, you want to use an SEO tool like Ahrefs or other free SEO tools to find any basic SEO issues and low-hanging fruit.

A site audit in Ahrefs

Then, you should try to identify pages with potential to see if you can optimize them toward a specific search term.

Beyond SEO, you want to be brutally honest about the quality of your existing content. Low-quality digital content can be bad for business.

Ask yourself:

  • “Is this blog post relevant to the problems and needs of my target audience?”
  • “Would it help us build trust with or land a sale from a potential customer?”

Do keyword and competitive research to identify content opportunities

Start by doing basic keyword research. That means identifying popular keywords, common questions, and your leading competitors.

The Keywords Explored in Ahrefs dashboard

You can use a paid SEO tool like Ahrefs or try our free keyword planner to get started.

You should be on the lookout for blog posts and articles that aren’t effectively covering popular topics. Maybe they’re out of ****, they have no visuals in a how-to guide, or the copy is just bad. Then, decide how you’re going to do better with your own content.

Ask yourself:

  • What big problem (related to a competitive keyword) can we help our audience solve?
  • What are related issues (less competitive keywords) that fit with that topic?

If you’re starting a podcast or YouTube channel, it’s more of the same thing. Find your leading competitors, either with a few searches or in category rankings.

Then, explore what your competitors are doing and what kind of episodes get the most attention.

Pro tip: Infiltrate their communities, see what kind of questions their audiences are asking, and make episodes answering those exact questions.

Find the right mix of content for your audience

You might think that by creating a company blog, you’ve already set yourself up for success. But there’s more to content creation than just writing blog posts.

The right mix of content depends on your industry, target audience, and other factors.

What are examples of content creation?

Examples of different formats you create include blog posts, white papers, podcasts, videos, landing pages, and more.

Examples of different types of content creation

Let’s do a deep dive into the most popular content types in a content creation strategy:

  • Blog posts: Casual articles of varying length published on the company’s blog page.
  • White papers: Long-form content that typically demonstrates the value or effectiveness of your product or a strategy through research. Most popular among B2B marketers.
  • E-book: A digital book that often compiles strategies from multiple blog posts into a single piece of content.
  • Case studies: Original experiments or research that showcase your company’s proficiency or the effectiveness of your tactics.
  • Podcast: A digital audio format — a series of episodes the user can stream or download. Perfect for busy audiences and people that drive a lot.
  • Video: Visual content. Perfect for explaining how to do technical or challenging tasks.

Not taking full advantage of these different types of content is one of the most common content marketing mistakes.

Mix different content types to target different stages of the funnel

The sales funnel is a marketing term used to describe different sections of your ideal audience:

  • Users at the top of the funnel know they have a problem, but they’re not interested in buying a product or service. “How do I know if I have termites in my flower bed?”
  • Users might actively explore solutions in the middle of the funnel, searching for things like “best termite spray.”
  • At the bottom of the funnel, potential customers are ready to buy. They search for things like “Krazy termite spray review.”

Different types of content are effective in various stages of the sales funnel.

For example, one of the best ways to reach people at the top of the funnel is with blog posts or videos addressing common problems.

Then, once they start to look for a solution, start introducing your products and overcoming objections. Case studies or video reviews are great tools here.

But what about podcasts? Today, there are 2,395,555 different podcasts available on Apple Podcasts alone. It may seem a little late to start your podcast and hope to go viral and capture a new audience. So why even bother with a podcast?

Here’s the thing: podcasts are more intimate than written content and can disproportionately build trust with an audience. Why do you think so many companies are desperate to sponsor your favorite podcasters?

A podcast is a perfect channel for converting your top-of-the-funnel audience into customers over time. It lets you build trust and meaningful relationships at scale.

Create a content calendar that emphasizes different types of content

A content calendar is a calendar where you plan out when to post different types of content. Pretty self-explanatory, right?

For example, you could post a single top-of-funnel blog post per week, along with a middle or bottom of funnel piece every other week. You can also schedule case studies or white papers over the quarter.

Example of a content calendar

Of course, it’s not easy to balance weekly blog posts with larger, more in-depth content projects.

Don’t think you can consistently create high-quality blog posts twice a week? Our team of professional bloggers can help. Our interactive editorial process ensures content that is on-brand and delivers value to your readers.

Repurpose long-form, high-investment content like case studies or original research into blog posts and videos

If you and your team pour your heart and soul into a groundbreaking case study, you don’t just post it and forget about it.

You build a whole content campaign around it. 

That means you will:

  • Create short-form blog posts and infographics that show off essential learnings.
  • Share a new statistic every day on Twitter.
  • Break the results down in an explainer video.

Make sure you always repurpose and get the most out of high-investment content.

Experiment with social media sites that compliment your owned content

We’ve already mentioned that how-to topics tend to go over well on YouTube. But that’s not the only social media channel out there.

When turning to social media:

  • Design, interior, and DIY topics do well on Pinterest
  • Difficult technical or academic subjects are perfect for Quora or even Stackoverflow
  • Personal finance advice is going big on TikTok

Don’t be afraid to do your own research and experiment with new channels.

Create a content team with expertise in the right channels

Your team needs topical expertise to create content that drives value for your audience. But the team must also master the channels that are the most important to that audience.

To do this, you should:

  • Hire talent with platform expertise — like an experienced podcaster or YouTuber
  • Delegate to people based on channels they’re passionate about

If how-to video guides are the top results for relevant keywords in your industry, you need to establish a team that can handle video content.

How to consistently create content that aligns with your strategy and goals

Finally, let’s cover the actual process of consistently creating great content that aligns with your long-term goals.

1. Start with research: Don’t create content blind

A content idea shouldn’t come out of nowhere. A savvy content marketer always starts with research. That’s where they get inspiration and ideas for blog posts or videos.

That way, you always know there’s an audience psyched to read your content, as it addresses a pressing problem or question.

2. Take your time with each content piece

Don’t try to push out as many blog posts as you can every week. By starting with research, you know there’s an audience for each topic.

That also means you should take your time to deliver real value to that audience with every blog post.

A 2021 survey of bloggers revealed that those who spent the most time per post were more likely to get good results.

Graph showing longer time investment equals better blog results

There’s no secret to creating great content. You only have to invest enough time and effort into each piece before you press publish.

3. Don’t get blinded by vanity metrics — invest in content beyond top-of-funnel posts

Once Google starts picking up a few of your blog posts, it’s easy to get blinded by monthly search volume and traffic potential.

Don’t forget about search intent. Search intent is basically what a user is looking for when typing a specific keyword into Google.

For example, “how to tie a tie” has a search volume of 428,000 per month. While the keyword “silk hair ties” only has a volume of around 5,200.

Which would you rather rank for if you wanted to sell ties? It may sound crazy, but the latter will likely generate more sales with less than 1/70th of the search volume.

Smart content marketers take vanity metrics like website visitors, Facebook likes, and YouTube views with a grain of salt. They never lose sight of intent and actual sales.

So even if it won’t attract thousands of new visitors, invest in case studies, landing pages, and other bottom-of-funnel content.

4. Take advantage of content creation tools

Being a full-time content creator is a lot of work. But you can make your job a lot easier by using the right tools.

There are free and paid tools for every content creation stage, including research, design, editing, and optimization.

Here are some examples:

  • Keyword research: The HOTH, Ahrefs, SEMRush, Moz, Google Trends
  • Blog graphics and visuals: Canva, Crello, Stencil, Adobe Spark
  • Grammar: Grammarly, Hemingway App, Writer
  • SEO Optimization: MarketMuse, Clearscope, Frase

Why companies struggle with in-house content creation: Top challenges

The biggest challenge for B2B content marketers in 2020 was the content creation process. It beat out issues with strategy, content distribution, and even pandemic-related issues.

Content marketing challenges of B2B marketers

(Image Source)

Consistently creating a high volume of great content isn’t easy. The sheer time and effort required make in-house content creation a challenge for most SMBs.

Here are a few of the most common issues with handling things in-house:

  • Too much time/effort required to create enough content
  • It’s expensive to establish your own in-house content team, including SEO experts, writers, and editors. The average content writer earns $48,715 per year.
  • It’s difficult to find good writers or videographers who also have topical expertise.

There are no shortcuts in content creation

Content creation is — bar none — the biggest challenge for effective content marketing and SEO.

Compared to creating high-quality written or video content week after week, a few hours of research is nothing.

You need to invest time and money in hiring the right talent, sticking to your strategy over time, and keeping your target audience’s attention over months and years.

If you’re struggling to generate results with organic channels, schedule a call with our content marketing experts today.



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Laboratory Biochemical Reagent Market – Global Outlook and Forecast 2021-2027

By | January 6, 2022

Bharat Book Bureau Provides the Trending Industry Research Report on“Laboratory Biochemical Reagent Market – Global Outlook and Forecast 2021-2027”under Life Sciences Market Research Report. The report offers a collection of superior Market research, Market analysis, competitive intelligence and Market reports.

Executive Summary

Laboratory Biochemical Reagent Market report contains market size and forecasts of Laboratory Biochemical Reagent in Global, including the following market information:
Global Laboratory Biochemical Reagent Market Revenue, 2016-2021, 2022-2027, ($ millions)
Global top five companies in 2020 (%)
The global Laboratory Biochemical Reagent market was valued at 14200 million in 2020 and is projected to reach US$ 20400 million by 2027, at a CAGR of 9.5% during the forecast period.
MARKET MONITOR GLOBAL, INC (MMG) has surveyed the Laboratory Biochemical Reagent companies, and industry experts on this industry, involving the revenue, demand, product type, recent developments and plans, industry trends, drivers, challenges, obstacles, and potential risks.

Total Market by Segment:
Global Laboratory Biochemical Reagent Market, By Type, 2016-2021, 2022-2027 ($ millions)
Global Laboratory Biochemical Reagent Market Segment Percentages, By Type, 2020 (%)
PCR Reagent Kits
Cell and Tissue Culture Reagents
Electrophoresis Reagents
Chromatography Reagents
Others

China Laboratory Biochemical Reagent Market, By Application, 2016-2021, 2022-2027 ($ millions)
China Laboratory Biochemical Reagent Market Segment Percentages, By Application, 2020 (%)
Hospitals
Diagnostic Centers
Academics and Research
Pharma and Biotech Companies
CROs

Global Laboratory Biochemical Reagent Market, By Region and Country, 2016-2021, 2022-2027 ($ Millions)
Global Laboratory Biochemical Reagent Market Segment Percentages, By Region and Country, 2020 (%)
North America
US
Canada
Mexico
Europe
Germany
France
U.K.
Italy
Russia
Nordic Countries
Benelux
Rest of Europe
Asia
China
Japan
South Korea
Southeast Asia
India
Rest of Asia
South America
Brazil
Argentina
Rest of South America
Middle East & Africa
Turkey
Israel
Saudi Arabia
UAE
Rest of Middle East & Africa

Competitor Analysis
The report also provides analysis of leading market participants including:
Total Laboratory Biochemical Reagent Market Competitors Revenues in Global, by Players 2016-2021 (Estimated), ($ millions)
Total Laboratory Biochemical Reagent Market Competitors Revenues Share in Global, by Players 2020 (%)
Further, the report presents profiles of competitors in the market, including the following:
Beckton, Dickinson & Company
Merck & Co. Inc.
Abbott Laboratories
Agilent Technologies, Inc.
Waters Corporation
Siemens Healthineers
Thermo Fisher Scientific Inc
Bio-Rad Laboratories
Roche Holding AG
Johnson & Johnson

Browse our full report with Table of Content : https://www.bharatbook.com/report/1094515/laboratory-biochemical-reagent-market-global-outlook-and-forecast

About Bharat Book Bureau:
Bharat Book is Your One-Stop-Shop with an exhaustive coverage of 15,00,000 reports and insights that includes latest Industry Study, Industry Trends & Analysis, Forecasts Customized Intelligence, Newsletters and Online Databases. Overall a comprehensive coverage of major industries with a further segmentation of 100+ subsectors.

Contact us at:
Bharat Book Bureau
Tel: +91 22 27810772 / 27810773
Email: [email protected]
Website: www.bharatbook.com

Does Domain Extension Affect SEO? Google’s John Mueller Explains

By | January 6, 2022


Google’s Search Advocate John Mueller answers whether your domain extension affects SEO, and other questions related to the search impact of domain choices.

These questions are answered in the latest intallment of the Ask Googlebot video series on YouTube.

Mueller addresses questions related to how dot-com compares to other domain extensions, gTLDs vs ccTLDs, www vs non-www, and more.

Here are all the questions answered in the video, along with Mueller’s full responses.

Are .Com Domains Better?

The first question is one of the most common, especially among people registering a domain for the first time.

Are .com domains better than others?

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The person who submitted the question also asks if it’s acceptable to use a newer extension, like a .space domain.

Mueller says:

“Sure, go for it. The newer top-level domains (TLDs) are equivalent to other generic top-level domains like .com when it comes to SEO. Pick something you like, there are lots of options out there now.”

WWW Or Non-WWW Domains?

Is it better to use a www or non-www version of a domain name?

Mueller says:

“You can use whichever you prefer. Google’s systems have no preference either way. Sometimes there are technical reasons to go one way or the other, but often it’s just a matter of your personal preference.”

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Rel=Canonical On Different Domain Types

Is it possible to use the rel=canonical link element across different TLDs? Such as gTLDs (generic top-level domains) and ccTLDs (country code top-level domains).

Mueller says:

“Yes, you can do this. The rel=canonical link element is not limited to the same domain name.”

Country-Specific Domain Extensions For Global Website

Can ccTLDs work for a global website?

Mueller says:

“The answer is yes. While a country code domain name helps our systems to geotarget for that country, it still allows for global visibility.

The only limitation is that you can’t specify other countries for geotargeting. For example, if you have a .fr website for France, you could use that globally. But you wouldn’t be able to explicitly geotarget users in Brazil.”

See the full video from Google below:


Featured Image: Screenshot from YouTube.com/GoogleSearchCentral, January 2022.





Source link : Searchenginejournal.com

8 Types of Marketing Campaigns (With Examples)

By | January 6, 2022


A marketing campaign is a series of organized, strategized efforts used to achieve a marketing goal.

Planning a campaign instead of firing ad hoc messages at your audience helps you improve performance and better control the outcomes of your marketing efforts. That’s why it’s worth knowing these eight types of marketing campaigns used successfully by big and small brands alike:

1. Product marketing campaign

Product marketing campaigns are used by companies to introduce a product (or a product feature) into the market.

They are one of the most important and complex campaigns in the life cycle of a product. This is because a newly introduced product (or service) needs effective marketing communication to impact sales. It also requires cooperation between different departments to make sure every part of the user experience is covered.

This kind of campaign should stem from your go-to market strategy.

But besides the typical process of bringing a product to the market, there are also agile methods often used by startups, such as a minimum viable product (MVP).

Example

Product launch campaigns tend to be costly and bloated with all kinds of tactics and channels that big money can buy. But that doesn’t mean you have to dedicate $200M to a product launch of Windows 95 proportions.

While the marketing communication aspect is important when launching a product, what ​​matters most is how well your product fits the market. To achieve product-market fit, you don’t need to operate on a colossal budget or have 20 years of experience in the field.

Among many inspirational product-market fit case studies, there’s one that stands out: Buffer. Its product marketing campaign was designed to verify the value hypothesis of its MVP. It didn’t even have to build a product to achieve that.

To verify its MVP, Buffer used a landing page that explained the soon-to-be product and collected emails for a waiting list. Afterward, it used the waiting list to gather feedback on what features to build.

Buffer's MVP

2. Sales promotion campaign

Sales promotion campaigns are short-term initiatives used to stimulate demand for a product or service.

Most often, the goal of a sales promotion campaign is to increase sales. Think flash sales, limited-time offers, coupons, etc. The idea is to decrease the friction of making a purchase (price, shipping costs, etc.) and speed up the decision process by creating a sense of urgency.

As temporary discounts often bring fast results, it may be tempting for marketers to use these campaigns on many occasions. This is especially when the company doesn’t meet its sales quota. Yet running these campaigns too often has its downsides. Namely, discounts can devalue a brand and make it harder to sell products/services at regular prices in the future.

An alternative to offering discounts is increasing the value of a product. For example, you can add more products to make a bundle, offer some freebies, or provide free shipping.

Example

Toyotathon is Toyota’s annual sales event (since 1969). It takes place in the U.S. at the end of each year.

https://www.youtube.com/watch?v=_41DogSxlAA

It’s a really big event. In December 2020, “toyotathon” was searched for an estimated 35K times in Google. That month, Toyota sold 211,378 vehicles (about 11.5% of its total annual sales).

Car manufacturers and dealers hold these kinds of events because when the current year passes, that year’s car stock becomes less valuable (customers prefer newer ******). So they try to sell as many cars as possible before the cars lose their value.

As I’ve already mentioned, discounts can undermine the perceived value of the brand and, in this case, the cars. To solve this problem, Toyota has created a brand for discounted cars. That way, customers are not just buying a discounted Toyota. They’re taking part in a Toyotathon. This is a win-win for all parties.

Sidenote.

These types of regular sales promotions (including Black Friday and Cyber Monday) can block sales for months, as many people will simply wait for the event to come.

3. Brand awareness campaign

Brand awareness campaigns highlight the brand and what it stands for to improve its recognizability among the target audience.

Essentially, brand awareness campaigns are more subtle, often indirect ways that impact sales. So instead of offering discounts, marketers will remind their audience that their brand is climate-neutral, designed for people who aren’t afraid to “think different,” etc.

Colorful Apple logo with words, "think different"

Price is not the only factor that motivates consumer behavior. Sometimes, we buy things because they make us feel good. Or maybe it’s because a company shares our values. Or perhaps the product makes us feel like we joined an elite club. Other times, it’s an emotion we just can’t explain.

Brands are these emotional and cognitive triggers that are used to evoke those various purchase factors. And the more consumers are aware of a given brand, the more likely they are to recall it when shopping.

Another thing about building brand awareness is it works best when it’s a systematic effort. The cost of “forgetting” a brand can be high. But there are ways to save a brand from oblivion even when the timing isn’t ideal for consumers to make a purchase.

Example

Nobody promotes cold drinks in the cold season better than Coca-Cola. The Coca-Cola Santa, the truck, the polar bears—these are the brand codes consumers have been exposed to for decades.

Red truck with picture of Santa Claus on it traveling through a snowy area

There is even a dedicated page on the brand’s website that answers the question: “Did Coca-Cola create Santa Claus?” Amazingly enough, this page gets an estimated 900 monthly organic visits in the U.S. alone.

During those multimillion-dollar campaigns, Coca-Cola doesn’t do hard selling. Instead, it tries to find its way to our tables by introducing its brand.

With the Christmas campaigns, Coca-Cola tries to create a mental association between the brand and the Christmas season. Let’s oversimplify it a bit: If Coke can be associated with Christmas, it can be associated with the emotions this holiday evokes.

And those typically are the joy, warmth, and safety of a community. These emotions are important parts of Coca-Cola’s brand positioning.

SEO campaigns are a course of coordinated actions to improve the search engine ranking of a website.

By improving the search engine ranking, your website can get to the first page of the search engine results page (SERP) and take advantage of the organic traffic potential (and that’s over 99% of searchers’ clicks, according to this study).

To illustrate, ranking number #1 for the keyword “backlink checker” and related keywords (like “check backlinks” or “free backlinks checker”) can drive an estimated 14K visits monthly from organic search alone.

Because search engines like Google use many ranking factors, SEO campaigns can target one or multiple factors to achieve their goal.

Here are some of the known ranking factors:

  • Backlinks
  • Search intent
  • Topical authority
  • Page speed

Example

An example of an SEO campaign goal is building links. Links (aka backlinks) are one of the most important ranking factors for search engines like Google. That’s why building links can improve your rankings on the SERPs. And the higher you rank, the more organic traffic you get (generally).

Plus, you can use your links to pass link equity to other pages. SEOs call it the middleman method.

In 2020, Ahrefs ran such a campaign. We created a list of 63 SEO statistics by featuring “link worthy” statistics and then asked other site owners to link to our article.

Once the article was ready, we sent 515 emails and got 36 backlinks from 32 websites. On top of that, our curated list of statistics ranks #1 for “seo statistics” in the U.S. and remains in the top five for related keywords.

List of keywords with corresponding data

We explain the whole process of this SEO link building campaign in this three-part video:

https://www.youtube.com/watch?v=eTF6OBwidhc

5. Email marketing campaign

Email marketing campaigns are simply marketing campaigns that are disseminated through the email channel.

This type of campaign is often used for the following:

  • User onboarding
  • Generating traffic
  • Lead nurturing
  • Sales promotion
  • Newsletters
  • Cart abandonment (example shown below)

The great thing about email marketing is it uses an owned marketing channel to communicate with a “qualified” audience (i.e., people who know your brand and gave permission for direct communication).

Another great thing about email marketing is you can fully automate it by creating workflows that are automatically engaged (or stopped) based on specified triggers. For example, clicking a link in the email or putting together a list of clients who abandoned their carts. So an email workflow can look something like this:

Example of an email workflow

Example

Cart abandonment emails can help regain 8% of abandoned carts and drive 4% more sales.

Tuft & Needle, a bed products brand, shows us how to do a cart abandonment campaign without being too salesy. It sends a three-part email campaign to shoppers who have put products into their cart but left without buying.

The first email empathizes with the customer on the problem of buying the right mattress. The company knows that “mattress shopping sucks” and that it’s OK to take even a few weeks to decide—but not without reading “The 12 answers to your top fears of buying a mattress online” first.

Excerpt of article assuring customers returning mattress is easy, providing steps on doing returns

The second email highlights the company’s “value for money” mattresses and introduces an innovative mattress foam. Next, it invites customers to another landing page where it compares Tuft & Needle to other companies.

Excerpt of landing page where Tuft & Needle compares itself to competitors

Finally, in the third email, Tuft & Needle reassures that if the customer doesn’t like the mattress during the first 100 ******, the company will pick it up and reimburse the customer.

Surely, there isn’t much more you can do to win a customer back. If a customer gets “cold feet” in the buying process, there must have been some objections. And if you address those objections and provide reassurance that the purchase is truly risk-free, that may be enough to get that customer back on the purchase path.

While we’re at it, here’s a word of caution for offering discounts in cart abandonment emails. Follow Tuft & Needles’ example and don’t offer discounts at this point, as this may quickly backfire. Imagine your customers discovering this way of getting discounts and abandoning carts on purpose.

Just like with email campaigns, what sets social media campaigns apart from other types is that they employ social media platforms to reach the target audience.

Also like email marketing, social media allows you to interact directly with an audience who follows your brand. But unlike email, messages on social media can spread quickly beyond your followers to reach a huge audience organically. (Note: Organic reach has been decreasing over the years, especially on Facebook and Instagram.)

What’s more, you can (and often should) amplify your message with paid advertising on social media. To do that, you can take advantage of targeting based on many factors, such as location, age, or interest.

Social media offers many possibilities, making it a great fit for different kinds of goals, including:

  • Generating traffic.
  • Building a community.
  • Building brand awareness.
  • Generating revenue.
  • Encouraging user-generated content.

Example

Apple started its Instagram account in 2017 with the #shotoniphone campaign. In this campaign (still ongoing), the company has been posting quality photos and videos taken on iPhones. It’s a great way to promote those crucial selling points of its products.

Additionally, Apple encourages Instagram users to share their iPhone-made photography under the same hashtag.

Apple's Instagram post

Launching this campaign, which centers on user-generated content, has engaged iPhone users, given the campaign additional organic reach on Instagram, and given Apple a never-ending stream of free content to use. To this day, the #shotoniphone campaign has featured over 23 million posts.

List of hashtags and no. of posts for each hashtag

Public relations (PR) campaigns are used to positively influence the way a brand is perceived by managing communications with the media and the general public.

Whether PR can be deemed as part of marketing is debatable. But what is certain is that PR campaigns, just like marketing campaigns, can affect the demand for a product and, hence, significantly impact sales.

What is unique about PR, though, is it uses a different type of communication compared to marketing. For instance, while marketing campaigns are notorious for generating demand directly via discounts and all sorts of “special deals,” PR campaigns are never about that.

Instead, a PR campaign will generate demand by sending out press releases about how a product is valuable to its target users (e.g., product introduces a new kind of technology while still being affordable).

PR campaigns are especially effective for:

  • Promoting an idea important to the brand.
  • Building brand image.
  • Increasing brand credibility and status.
  • Providing added value.
  • Inspiring word of mouth.
  • Getting attention from the media (and taking advantage of their reach).

Example

Dumb Ways to Die” was a 2012 PR campaign promoting railway safety in Australia. According to the creative director of the campaign, “The aim of this campaign is to engage an audience that really doesn’t want to hear any kind of safety message, and we think dumb ways to die will.”

https://www.youtube.com/watch?v=IJNR2EpS0jw

As you can see, the campaign is a creative and humorous approach to the problem of railroad accidents. It makes you think about death in a way that is, let’s say, bearable. This is so you could actually imagine how dumb it would be to die in one of the depicted ways.

While this campaign has been criticized by some for the risk of causing the opposite effect, “Dumb Ways to Die” gained a lot of industry acclaim (most awarded campaign in Cannes Lions ever) and went viral on the internet.

What’s more, the campaign is said to have reduced “near-miss” railroad accidents by 30% in Australia.

8. 360 marketing campaign

The so-called 360 marketing campaigns are about promoting a product or service using a cohesive message through multiple marketing channels.

To compare, while social media and email campaigns use one channel, 360 marketing campaigns use both of these channels and more to get the message across. Furthermore, some other types of campaigns, such as the product marketing campaigns discussed earlier, can become 360 campaigns as long as they use multiple channels and have a unified message.

Multiple channels and a cohesive message. These may sound quite trivial. But campaigns designed this way have two advantages over their single-channel alternatives:

  1. More marketing channels mean more people reached during the campaign and more convenience for your potential clients to contact you.
  2. One cohesive message repeated multiple times is easier to understand, remember, and act upon.

These two advantages make 360 campaigns ideal candidates for rebranding, introducing a new product, or simply maximizing the reach and impact of your message.

Example

At Ahrefs, one of the things we promote most often is our free Ahrefs Webmaster Tools. We promote it through an always-on, integrated campaign, spanning all of our marketing channels. Here are a few examples of the campaign’s components.

Starting from organic search, we can see Ahrefs Webmaster Tools’ landing page gets an estimated 1.7K organic search visits. This is passive, almost free traffic without additional promotion.

Overview data for AWT landing page

Data via Ahrefs’ Site Explorer.

Furthermore, content marketing is one of the pillars of our marketing efforts. And since we mostly focus on SEO-related topics, we have all sorts of occasions to feature this tool.

To illustrate, this article on SEO for startups provided an opportunity to mention Ahrefs Webmaster Tools as an easy, beginner-friendly way to tackle technical SEO problems.

Excerpt of article on SEO for startups

Naturally, there is also content dedicated to this product, such as this video explaining how to use it to improve SEO:

https://www.youtube.com/watch?v=ipTk-qGrNlc

In addition to organic channels, we also promote the tool via various paid channels. One of them is sponsorship. Here’s an excerpt of a sponsored newsletter sent by one of the biggest magazines in the SEO industry, Search Engine Journal.

SEJ newsletter promoting Ahrefs and AWT

This kind of message can result in more sign-ups for Ahrefs Webmaster Tools because:

  • Search Engine Journal is a highly qualified audience for a product like ours.
  • Our call to action is focused on getting people to try out a free product. The act of asking someone (who’s not even on our subscriber list) to commit to a paid subscription just because we sent them an email causes a lot more friction.

Final thoughts 

I hope the examples discussed in this article will give you an idea of which type of marketing campaign you should use next.

Above all, think about the goal you want to achieve with your campaign, as no marketing campaign is a panacea on its own. For instance, if you want to give your sales a quick boost, a sales promotion campaign will offer better results in a shorter time than, let’s say, a brand awareness campaign.

If you’re confused about what goals to prioritize, start with a marketing strategy. And if you need more inspiration, hone in on choosing the right marketing goals.

Got questions? Ping me on Twitter.





Source link : Ahrefs.com

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