Everything has changed because of the pandemic, including traditional marketing tactics. Industry events have been canceled. Your customers are working exclusively from home, and they’re busier than ever, adjusting to videoconferencing and juggling additional responsibilities. How do you reach your target audience where they are? Quality content, of course. More than half of marketers are increasing their social media (55%) and thought leadership (53%) efforts right now, according to LinkedIn. And rightfully so: B2B and B2C customers are hungrier for your content than ever before. So, are you ready to get on the content bandwagon? Picture this: You and your marketing team create a list of content topics. You line up internal subject-matter experts (SMEs) for an interview. You hire a few freelance writers and hand out assignments. They’re off and running, and you’re optimistic about the great blog posts and articles coming your way. But when you open the emails and read the first returns, something isn’t right. You like one writer’s headline. You like another one’s tone. Another writer’s conclusion and call to action are promising. The posts are good, but they’re disconnected from each other. They lack a single, unified voice. Enter: Content marketing guidelines. Because more than one writer is composing your thought leadership articles and blog and social media posts, you need to establish guidelines to ensure that all content (including your website’s) has a cohesive voice--the voice of your business. How do you create content marketing guidelines? For some businesses, the content marketing guidelines will be a 10-page e-book. For others, it’ll be a one-page PDF reference sheet. How comprehensive those guidelines are will depend on the depth of your content program, its goals, and the way you’ve organized your writers. You may want a separate set of guidelines for each marketing channel or industry vertical. Facebook is different from LinkedIn, your website blog is different from an industry publication, each business division is likely to target a unique audience… So, consider all your marketing efforts and audiences when creating marketing guidelines. Include these 10 topics in your content guidelines:
Of course, nothing is set in stone—not even the marvelous masterpiece you create to serve as your content marketing guidelines. Like a LinkedIn post or website blog, your content marketing guidelines can—and should—evolve over time. As marketing trends change, adapt with them, and adjust your content marketing guidelines accordingly. from https://fatsfixedassettracking.com/content-marketing-guidelines-10-must-have-elements/538/
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Keywords are a critical part of your SEO strategy.
Along with relevant content and optimized website design, ranking for the right keywords helps your site stand out from the crowd — and get closer to the top of search engine results pages (SERPs). So it’s no surprise that a substantial amount of SEO advice centers on keywords: Doing your research can help you select and rank for top-performing keywords in your market, in turn boosting user engagement and increasing total sales. But how many keywords are enough? How many are too many? How do you know? And what happens if Google and other search engines determine your site is “stuffed” with keywords? In our beginner’s guide to keyword density we’ll cover the basics, dig into why it matters, and offer functional formulas and simple tools that can help make sure your keyword strategies are working as intended.
What is keyword density?Keyword density — also called keyword frequency — describes the number of times a specific keyword appears on a webpage compared to the total word count. It’s often reported as a percentage or a ratio; the higher the value, the more your selected keyword appears on your page. Why Keyword Density MattersKeywords drive searches. When users go looking for products or services they’ll typically use a keyword that reflects their general intent, and expect search engines to serve up relevant results. While tools like Google now take into account factors such as geographical area and page authority — defined in part by the number of visitors to your webpage and in part by “dofollow” links from reputable sites that link back to your page — keywords remain a critical factor in website success. The caveat? You can’t simply “stuff” as many keywords as possible into your content and expect reliable results. During the wild west days of the first search engines, brands and SEO firms would write low-value content and cram it with keywords and keyword tags, along with links to similarly-stuffed pages on the same site. Not surprisingly, visitors grew frustrated and search engine providers realized they needed a better approach. Now, keyword stuffing has the opposite effect — search engines will penalize the page rankings of sites that still choose to keyword stuff. By the Numbers: The Keyword Density FormulaHow do you calculate keyword density? The formula is straightforward: Divide the number of times a keyword is used on your page by the total number of words on the page. Here’s an easy example: Your page has 1,000 words and your keyword is used 10 times. This gives: 10 / 1000 = .001 Multiply this by 100 to get a percentage, which in this case is 1%. There’s also another formula sometimes used to assess keyword usage: TF-IDF, which stands for “term frequency-inverse document frequency”. The idea here is to assess the frequency of a keyword on specific pages (TF) against the number of times this word appears across multiple pages on your site (IDF). The result helps determine how relevant your keyword is for specific pages. While TF is straightforward, it’s easy to get sidetracked by IDF. Here, the goal is to understand the rarity of your keyword across multiple documents. IDF is measured in values between 0 and 1 — the closer to 0, the more a word appears across your pages. The closer to 1, the more it appears on a single page and no others.
Consider this formula in practice. Applied to very common words such as “the” or “but”, the TD-IDF score will approach zero. Applied to a specific keyword, the value should be much closer to 1 — if not, you may need to reconsider your keyword strategy. Understanding Optimal Keyword DensityWhile there are no hard and fast rules for keyword density beyond always-relevant “don’t keyword stuff” advice, many SEOs recommend using approximately one keyword for each 200 words of copy.
It’s also worth remembering the value of keyword variants — words and phrases that are similar, but not identical, to your primary keyword. Let’s say your website sells outdoor lighting solutions. While your highest-value keyword for SERPs is “outdoor lighting”, stuffing as many uses of this keyword into as many pages as possible will reduce rather than improve overall SEO. Instead, consider keyword variants; terms that are close to your primary keyword but not an exact copy. In the case of “outdoor lighting”, variants such as “garden lighting”, “patio lighting”, “deck lighting” or “landscape lighting” can help your page rank higher without running afoul of keyword-stuffing rules. Not sure what variants make the most sense for your website? Use the “searches related to” section at the bottom of Google’s SERP for your primary keyword. Here’s why: Google has put significant time and effort into understanding intent, so the “searches related to” section will show you similar terms to your primary keyword. Keyword Density ToolsWhile you can do the math on keyword density yourself by calculating the total word and keyword counts across every page on your website, this can quickly become time- and resource-intensive as your website expands and page volumes increase. Keyword density tools help streamline this process. Potential options include: 1. SEO Review Tools Keyword Density CheckerThis free tool is browser-based — simply input your site URL or page text, then complete the “I’m not a robot” captcha to perform a keyword density check. While this tool doesn’t offer the in-depth analytics of other options on the list, it’s a great way to get an overview of current keyword density. 2. SEOBook Keyword Density AnalyzerSimilar to the tool above, the SEOBook Keyword Density Analyzer is free — but it does require an account to use. Along with basic keyword density reports, this tool also lets you search for your target keyword in Google, pull data for five of the top-ranked pages using the same keyword, then analyze them to see how your keyword stacks up. 3. WordPress SEO Post OptimizerIf you’d prefer a WordPress plugin for keyword density assessment, consider the WordPress SEO Post Optimizer. This tool comes with a cost — $19 — but checks a host of SEO conditions including keyword density to help ensure your content can rank highly on the SERPs. 4. WPMUDEV SmartCrawlAnother WordPress pluging, WPMUDEV SmartCrawl is free for seven days and then costs $5 per month. Along with keyword density assessment the tool includes automated SEO checkups and reports, assessments for titles and metadata along with in-depth site crawls, scans and reports. Key(words) to the KingdomWant to improve your SERP position and boost site impact? Start with strong keywords. The caveat? Keyword balance is key to search success. By finding — and regularly assessing — the keyword density of both specific pages and your site at scale, it’s possible to boost relevant SEO impact and avoid the ranking pitfalls of overly-dense keyword distribution.
from https://fatsfixedassettracking.com/the-beginners-guide-to-keyword-density/536/ By Kristin MacLaughlin November 11, 2020Easily import a proven and tested autoresponder email campaigns in just a few clicks. We did the work for you with these 12 pre-written email campaigns. Once you select your email marketing provider, you have everything you need to send awesome emails. There’s only one thing left to do: get started! The sooner you start writing and sending emails, the sooner you can build lasting relationships with subscribers. Writing quality content – and doing so consistently – is one of the biggest challenges for anyone who sends emails and is also one of the most important. According to research 49% of consumers said that they would like to receive promotional emails from their favorite brands on a weekly basis. That means writing engaging email campaigns is incredibly important. But who has the time and energy to write and send consistent emails at the most opportune time for each subscriber? Autoresponders save you time and energyNext to you, autoresponders are the hardest-working member of your team. They work tirelessly for you, never take PTO, vacation, or even a lunch break. Why is that? Because autoresponders are email messages that you set up in advance to send automatically at a time interval that you set. You have control over the number of emails sent in a sequence and when they are delivered. Some autoresponders may only have a single thank-you email, while others may have multiple emails in a sequence depending on the campaign’s purpose. Autoresponders can ultimately save you time and energy. It lets you connect with your audience around-the-clock, convert leads into customers, turn customers into superfans, and drive serious results via email. And it does all of this while you’re busy doing other important things, like running your business. But there’s one big catch: your email campaign needs to include the right emails in the proper order if you want to reach your goals. Wouldn’t it be nice if you could easily import a proven, tested campaign from an email expert into your AWeber account with just a few clicks? Well, you can! 12 best autoresponder email marketing workflow template series that work (and why)We created pre-written autoresponder email marketing campaigns with fill-in blank templates to get you started. Adding any of these pre-written automated email campaigns into your AWeber account will save you time and allow you to market your business 24/7. It is super easy to set up: pick your favorites, copy the Campaign Sharing Code, click the import option, and paste in the code. Your autoresponder campaign will upload into your AWeber account in seconds. Then, all you need to do is personalize the email template included in each autoresponder by filling in the blanks, and hit activate. Voila — you’re done! Example of a pre-written email with fill-in-the-blanksWelcome Series CampaignA welcome email series is the first step to building a lasting relationship with your audience. It’s a great chance to introduce yourself and allows you to build a relationship with your subscribers right away. Welcome emails can also have a significant impact on your business — in fact, they can generate 320% more revenue per email, 4 times higher the open rates than other emails, and 5 times higher click-through rates than promotional emails. Use this automated email series to welcome new subscribers to your list and begin building a relationship with them. Number of emails: 3 Lead Magnet CampaignA lead magnet — a.k.a. freebie or incentive — is what you give someone who visits your sign up form or landing page to entice people to join your list and provide their email address. Not sure what to include as a lead magnet? Learn how to create an effective lead magnet in less than a day! This automated email marketing workflow will deliver your lead magnet to your new subscribers immediately after joining your list. It will give them your lead magnet and start to build an awesome connection with you and your brand. Number of emails: 1 Cart Abandonment CampaignOn average, 7 out of 10 shoppers will abandon a cart by leaving a product or service in a website shopping cart before they complete a purchase. But the good news is that if you follow up with those people, there is an incredibly high potential for those individuals to become customers. In fact, over 40% of abandoned cart emails are opened. With this campaign,, it is easy to send an abandoned cart email with a promotional offer to encourage a website visitor to become a loyal customer. Number of emails: 1 Mini-Course CampaignAn email mini-course is a simple series of automated emails that deliver educational or instructional content. Online courses provide valuable instructional content that people need to learn and grow. But, you don’t need to pay for extra software or find a new service to teach with an email course. Deliver your lessons by importing AWeber’s autoresponder Mini-Course Campaign. If you’re a course creator, a free 5-lesson email mini-course is the perfect way to show off your expertise, build a relationship with new subscribers, and then promote your paid course at the ideal time. This campaign will help you do just that! Number of emails: 5 Blogger Series CampaignWant your audience to fall in love with your blog content? This automated campaign will show off your best blog posts, so subscribers keep coming back for more. Use this automated email series to welcome new subscribers to your blog and build a relationship with them. Plus, it will welcome people to your email list and promote your products or services. Number of emails: 3 Personalized Dynamic Content CampaignContent that is relevant to subscribers’ interests can translate into increased engagement and conversions. How important is personalized content? 72% of consumers say they only engage with personalized messaging. Personalized dynamic email content allows you to tailor your email messages to each subscribers’ interests without needing to create multiple versions of an email. You can pull in variables like subscribers’ geographic locations, their associated tags, and personal information. Use this automated marketing email series to introduce dynamic content in your automated campaigns. Number of emails: 3 On-Demand Digital Purchase CampaignAre you selling a digital asset online, or have you thought about creating one? Digital products are often easier to create and distribute than physical products. Their digital format means you can distribute your product to your customers quicker and more cost-effectively. Use this automated email series to provide on-demand access to a recent buyer. When you digitally deliver your products to the customer, you have a great opportunity to give them information on how to use the products and point them in the direction of additional resources they might find useful. Number of emails: 1 Fitness Freebie CampaignIf you’re a fitness trainer, one of the best ways to showcase your value is through a freebie. This lets you build your email list and give potential clients a taste of your personality and fitness expertise. It can be a short video, a one-page tip sheet with your favorite exercises, or even healthy recipes you can make in under 30 minutes. Just add a sign up form to a one-page landing page that you can share on your favorite social channels or website. Use this automated email series to generate leads and welcome them to your mailing list with a free piece of content. Number of emails: 1 Five-Day Fitness Email Course CampaignA five-day fitness email course educates, delights, and helps you build stronger relationships with your subscribers. When you use email automation to deliver an email course, you help make your subscribers’ lives easier by providing information they need in digestible steps, which helps you build trust with your subscribers and keep them engaged over time. Creating an email course might sound a little daunting at first. But anyone can do it, and AWeber makes it easy by guiding you with fill-in-the-blank prompts to create your Fitness email course. We started you off at five days, but you can adjust the length as needed. Number of emails: 5 Fitness Buy-Up PromptWhether you’re a personal trainer, health coach, or nutritionist, keeping in touch with customers and prospects is one of the best ways to grow. Generating customer leads is essential to growing your fitness business, but converting those leads to clients is how you build your revenue. One of the best ways to market to potential customers is through email. Check out this made-for-you, single-message campaign specifically designed to put your best offer in front of your loyal readers with promotional content like discounts and special offers. Number of emails: 1 Podcast Series CampaignEmail is one of the best ways to promote your podcast. Did you know that email is 40 times more effective at acquiring new customers than Facebook or Twitter? As you build your email list, you have a valuable asset that you can promote a paid product (either yours or an affiliate product that you earn a commission), a service, or a sponsorship opportunity. This automated campaign will show off your best podcast episodes, so subscribers keep coming back for more. Plus, it will welcome people to your email list and allow them to find out your favorite episodes, upcoming shows, and more! Pro tip: AWeber has a number of free tools specifically created for podcasters. Number of emails: 3 Travel Blogger SeriesYour travel blog is your customers’ go-to destination for travel tips, vacation ideas, and ways to save money. But to take advantage of your resources, your readers have to remember to visit your site for updates. Make it easy on them by sending your favorite travel blogs to your subscribers via email to drive your blog’s views. This autoresponder email series has tons of opportunities to show off some of your favorite photos, memories, and travel tips for all aspiring explorers. Number of emails: 3 These autoresponder campaigns are shareable.AWeber Shareable Campaigns gives you the ability to add another email marketer’s pre-built, successful email campaign into your account in seconds. Think of these automated campaigns like blueprints that you can easily tweak and customize before sending it to your own audience. On the other hand, you can share your best campaigns with the click of a button, too. For each campaign, AWeber’s platform will generate a unique code that you can hand out to others. AWeber’s Shareable Campaigns will help you automate your email marketing faster than ever before. Here are some ways you may be able to use Shareable CampaignsMarketing agencies and consultants: Easily pass along essential and useful email flows to your clients or team members’ accounts. Franchises and teams: Share campaigns across accounts, so all messaging is on-brand. Emails will share a consistent look (the same templates, imagery, fonts, and colors) and voice and tone. Marketing experts, bloggers, or educators: Do you teach others how to incorporate email into their marketing funnels? Share automated campaigns with your students or clients so they can get started with email automation. AWeber Advocates: Create a Shareable Campaign as an incentive to drive new referrals to AWeber. Simply share your Campaign code with your audience, along with an AWeber sign up link with your Advocate ID attached. You’ll receive a recurring 30% commission for anyone who signs up for an account with your advocate link.
from https://fatsfixedassettracking.com/save-time-writing-emails-with-12-pre-written-email-campaigns/534/
2020 has seen many brands and platforms step outside of their comfort zones and experiment with ways they can deliver content at scale and create personal experiences. A player of late that has stood out in departure from the original focus on intimate communications is Snapchat. Here’s a breakdown of what the company has released these past few weeks and what they could mean for marketers and creators. Making video creations and communication more expressive with ‘Sounds’Earlier this fall Snapchat released ‘Sounds,’ a TikTok-rival feature that allows users to enhance their Snaps with music from a curated catalog of both emerging and established artists. Tracks can be added pre or post-capture and then shared either publicly, via your Story, or directly to specific connections. To add music before recording video, select the Sounds tool designated by the music notes icon on the right-hand side of the Camera screen and select a track from the Featured Sounds list. Alternatively, use the Sounds tool after taking a Snap to drop in a song after you record. The current Sounds catalog offers “millions” of licensed songs from Snap’s music industry partners including Warner Music Group, NMPA. and Universal Music Publishing Group. Per Variety, beyond music, Snapchat is also working on introducing the ability for users to create their own sounds and add them to Snaps — an update expected to roll out globally on the platform in the coming months. Acquiring mobile music app VoiseyDelving even further into the music industry space, Snapchat parent company Snap Inc. recently acquired startup Voisey, a mobile music app founded in 2018 that allows users to record short videos using professional vocal effects and backing tracks provided by producers. Clips are one-minute in length following the ever popular short-form format dominating the social media sphere. Think of it as a musical equivalent of stickers and filters, where users can pick from a selection of user-created backing beats, hit record, and then customize the content by overlaying to the track with their own vocals. More specifically, they can add auto-tune, choral, spacey amongst other voice effects. “We are on the verge of a revolution in music creation with the boundaries between creator and audience blurring like never before. Apps like Voisey focus on giving consumers tools that enable them to go from zero to 100 faster than ever before,” said Mark Mulligan founder of MIDiA Research in a statement to Business Insider. The move seemingly follows a trend in which apps are more eager than ever to deliver unique creative at scale. Instagram, for instance, allows users to create high quality photos, TikTok the ability to create share-worthy short-form videos, and now, the window of opportunity centers on the next generation of music creators and giving them the tools to collaborate and work efficiently and effectively. Unveiling ‘Spotlight,’ a short-form video feedTaking a page out of TikTok’s playbook and Instagram’s ‘Reels,’ Snapchat introduced a short-form video feed option, ‘Spotlight,’ showcasing the top Snaps submitted on the platform by more than 249 million users and offering financial incentive for the most entertaining content. Snaps in this designated feed will play on a continuous loop until the user swipes to the next one. Previously, Snapchat users were limited to seeing snaps posted by their friends or posted by publishers in the app’s Discover feature. As part of the push, Snapchat is offering a million dollars per day in funding, which it will distribute to the best Spotlight clips. The app will utilize a similar algorithm to TikTok in ranking each clip based on engagement. In particular, factors like total views, view time, and number of Favorites and Shares will be weighed. Clips are displayed in full screen, so the intent is for the platform to utilize specific indicators to better tailor the feed over time. In terms of how brands can get involved, a spokesman said Snap expects it will introduce ads to the product in coming months. Instagram’s Explore page, TikTok’s ‘For You,’ YouTube’s recommended videos, and now Spotlight — it’s clear that a discovery engine is no longer a nice-to-have but a must-have as creators become the crux of social media engagement. With an emphasis on exclusive content, these feeds are evolving as the key differentiator that will continue to etch platforms out above their competitors in the fight for online talent. Photo credit via The Verge Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.
from https://fatsfixedassettracking.com/how-snapchat-is-preparing-for-the-next-creator-movement/532/
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from https://fatsfixedassettracking.com/using-ai-to-replace-cookies-with-context/530/ What does a copywriter do exactly? The answer is both less confusing and more complex than you might think. At its core the job simply entails creating text that moves readers toward taking an action. However, because text can now appear in so many different contexts—from blog posts and ads to tweets and product descriptions—a successful copywriter must often be a jack-of-all-trades. An infographic (below) from Express Writers delves into the details of modern copywriting, covering everything from what it is and which skills are required to how to break into the industry. Check out the infographic for the details: from https://fatsfixedassettracking.com/what-does-a-copywriter-do/528/
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from https://fatsfixedassettracking.com/some-early-observations-on-the-google-december-core-update/526/ Connecting with potential customers is critical to boost interest in your website and drive sales conversions.
But this is often easier said than done — while many site owners understand the value of compelling content, creating copy that resonates with visitors is more complicated than it appears. Here’s why: Gone are the days of keyword-stuffed content designed only to drive up SEO values. When it comes to successful website marketing and sales campaigns, action is the driving force. But with the typical consumer now owning and using at least three digital devices on average, the amount of time content has to make an impact is diminishing quickly. To both boost up-front engagement and encourage immediate action, many businesses are leveraging a new approach: Direct response copywriting. In this piece, we’ll dive into direct response copywriting details, offer some actionable examples and provide six tips to help boost the benefits of direct response copywriting.
What is direct response copywriting?Direct response copywriting is all about right now. It’s about inspiring consumers to action the moment they’re done reading your copy. As a result, successful direct response content creators are highly valued (and well-paid) professionals since they’re able to generate significant return on investment (ROI) for organizations. They accomplish this aim by combining a deep understanding of target markets with substantial writing skills to create copy that evokes emotional or logical responses from readers. From understanding key pain points to highlighting immediate needs or offering specific solutions, direct response copywriting done right delivers familiarity and personalization combined with market knowledge and authority to create a sense of trust. While your specific aim may vary, direct response copywriting typically focuses on actions such as:
Metrics are critical to ensure direct copywriting is having the desired effect. These may include total sales volumes, new email list sign-ups, the number of times resources are downloaded, or the uptick in total followers on social sites like Facebook, Instagram, or Twitter. When it comes to creating direct response copywriting, businesses have two options: in-house or outsourced. While in-house content creation may offer up-front cost savings, the highly targeted nature of direct deliverables comes with a steep learning curve — initial efforts may not have the intended effect if they’re too generalized or fail to strike the right balance between authority and accessibility. Alternatively, while best-of-breed direct response copywriting services aren’t cheap, they can often deliver ROI between 5X and 10X their initial cost. Direct Response Copywriting ExamplesSo what does direct response copywriting look like in practice? Let’s break down a few examples. 1. FizzleThis banner is from Fizzle, which provides resources for entrepreneurs. It speaks to the fundamental nature of these self-starter businesses: Earning a living that isn’t tied to traditional corporate or retail frameworks and that brings a sense of personal satisfaction. The copy is short, targeted, and to-the-point and encourages immediate action to click-through and see what the company has to offer. 2. DropboxFile service Dropbox has made significant enterprise in-roads by offering streamlined and secure collaboration. Here, their direct response copy makes their value proposition abundantly clear: Users can collaborate on anything, anytime, anywhere. It speaks to the pain points experienced by main companies trying to find collaborative common ground and offers Dropbox as the simplest solution. 3. MailChimpThis direct response copy is from automation platform MailChimp. It offers four key benefits laid out in an easy-to-read format, along with more in-depth details and links below. For companies looking to improve customer connections, boost brand impact, or get more from their data, MailChimp’s copy makes it clear they can help — and makes it easy for companies to take the first step. Six Direct Response Copywriting TipsHere’s the hard truth: With customers now inundated by online advertisements across multiple platforms and devices, it’s hard for content to stand out. As a result, companies need direct response copywriting that is immediately engaging and compelling — and that’s no easy task. Here are six direct response copywriting tips to boost your in-house efforts or help you evaluate the potential copy providers. 1. Know your market.Understanding your target audience is key for any copywriting, but it’s fundamental for direct response efforts.
This is by far the most labor-intensive step of the process, but is well worth the effort. 2. Start strong.The first thing prospective customers see when they look at your copy? The headline. If it doesn’t grab attention, chances are prospective purchasers won’t read the rest of your content and you won’t compel action. Headlines should reference the reader directly with “you” statements or questions — done well, headlines can stand on their own as effective actionable content. Worth noting? If a great headline doesn’t present itself immediately, try writing the rest of the copy first, since this may help you find the best first-line fit. It’s also a good idea to walk away from your content for a few days after you’re done — if it doesn’t have the same impact when you look again, consider making changes. 3. Apply AIDCA were possible.AIDCA stands for “attention, interest, conviction, desire and action.” Ideally, you want all five in your copy. Start with an attention-grabbing headline, then drive interest with a compelling product or service hook. If you’re creating longer-form copy, conviction can take the form of a customer testimonial or review, but this isn’t necessary for quick-hitter content. Desire speaks to your value proposition — why would customers want your product or service? Action is your goal; make it clear what you’re looking for and provide direct links. 4. Ask for action.While your direct response copywriting content should always end with a call-to-action (CTA), it’s also a good idea to reinforce this idea two or three times throughout your content. Best bet? Always start and end with a call-to-action and include another actionable mention in the middle of longer copy. 5. Prioritize the second person.Effective direct response copywriting centers on the consumer, not the company. As a result, businesses are best-served by prioritizing the second person with “you” statements and questions that speak to readers directly. While “I” and “we” statements might offer great insight about your company, its processes or its current accolades, these first-person pronouns won’t encourage action. Simply put? “You” is the fastest way to “yes”. 6. Write fast, edit hard.Overthinking direct response copywriting can slow the process and hamper overall effectiveness. Why? Because this action-driven framework demands a unique combination of instinct and information to create compelling content. Instead, companies should take a write fast, edit hard approach: Draft content quickly to establish key themes and pinpoint critical outcomes, then edit ruthlessly to eliminate extraneous words. Direct response copywriting isn’t about literary loquaciousness — it’s about crisp, clear, compelling content that connects with your target audience. And … Action!The ultimate goal of direct response copywriting? Connecting with your audience to drive immediate action. It’s no easy task — but by knowing your market, starting strong, applying AIDCA, asking for action, prioritizing the second person, and editing with intention it’s possible to create content that delivers reliable consumer response on-demand.
from https://fatsfixedassettracking.com/six-direct-response-copywriting-tips-and-examples/524/ Listen To My Latest Podcast Episode: #353: Your Confidence Success Path for Showing Up Online with Ivirlei Brookes Listen To My Latest Podcast Episode:#353: Your Confidence Success Path for Showing Up Online with Ivirlei Brookes
from https://fatsfixedassettracking.com/341-the-power-of-your-voice-how-to-cut-through-the-online-noise-attract-your-ideal-customers-make-amy-porterfield/522/ By Kristin MacLaughlin November 18, 2020Learn 5 easy steps you can take today to start building your brand identity in your emails, on your landing page, and beyond with AWeber. What does having a “strong brand” mean to you? For some, images of mega corporations like Apple or Starbucks come to mind. Others may think of brands that align with their values, like Bombas or TOMS. Regardless, I’m willing to bet you thought about a large, recognizable brand — which is why small businesses can have a hard time creating a strong brand identity. Unlike larger corporations, you don’t have a team of brand experts to help you maintain and create your brand. You may feel that branding is reserved just for Fortune 500 companies. You may not have a website and feel like you can’t brand your company until you do (side note: you may not need one). On top of that, branding your business can feel like an overwhelming task, especially for those with limited bandwidth, time, money and resources. But brand recognition is something every business needs to consider. Brand identity is not about the stuff you sell, but how people feel about interacting with your business. I think Jeff Bezos said it best: “Your brand is what other people say about you when you’re not in the room.” Armed with the right questions to ask and a marketing solution that includes the right tools, you can create a stellar landing page that gets you the brand recognition you deserve. We’ll take you through 5 easy steps to help you brand your business, get noticed online, and set up a beautiful landing page. But first, let’s dive into why branding matters. Why brand consistency mattersBuilding a consistent brand doesn’t have to be a huge project, but it requires that you spend some time figuring out how you want your brand represented and what you want it to say about your company. Going through a branding exercise is well worth your time for four main reasons:
So let’s talk about how to create a brand identity and establish brand recognition through your landing page. How to create your brand identityBefore you jump into your design, you need to establish a brand identity. And that starts with crafting your mission statement. Your mission statement tells the world what your business does and why it’s important. It will give you more insight into what type of customers you want to attract and set the tone for how you speak. To create a mission statement, think about how your product or service can positively transform your audiences’ lives. How do you want your audience to feel, or what problems will you solve for them? Your statement should include aspirational language that speaks to your overall goal. To establish your brand’s mission, you need to take the time to do some soul searching. But the answers to three simple questions can help you define your brand. Define your brand by asking 3 key questionsSimon Sinek is famous for discovering remarkable patterns about how the greatest leaders and organizations think, act and communicate. He is probably best known for popularizing the concept of WHY in his first TED Talk in 2009. It rose to become the third most-watched video on TED.com, with over 40 million views and subtitled in 47 languages. Sinek focuses on three questions you need to answer to help you understand the purpose of your brand:
He calls these questions “The Golden Circle.” Defining your “why” is one of the most important steps you can take to grow your brand. People don’t buy what you do — they buy why you do it. Understanding your “why” is more important now than ever. Studies show that 50% of consumers worldwide say they now buy based on its brand values and impact. Figure out your competitive differentiatorsYou’re most likely not the only company in your space. So it’s pivotal to communicate how you’re different to your audience. To find out what makes you unique, ask yourself:
Related: How to Pinpoint Your ‘Hook.’ Find Your Unique Selling Proposition in 6 Simple Steps 5 easy steps to brand your landing pageIt’s time to begin building a landing page that reflects your brand identity. Remember, your landing page could be one of the first touchpoints a prospect has with your brand. It’s an important time to make a good first impression and establish brand identity. 1. Research what other brands do for inspiration.Research companies you admire or aspire to be like. Identify what draws you toward their design, product, or voice and write down your observations. You might jot down:
2. Be super clear on who your target audience is. The more niche, the better.Finding your niche is a crucial step in promoting your business. Your target audience should be people who want to buy what you’re selling, and who share your brands’ values. One of the most critical aspects of branding is Identifying your target audience. If you overlook this step, the rest of your brand-building strategy may not be as effective. 3. Establish your brand design guidelinesIf you already have brand guidelines that you follow across all marketing channels, you’re one step ahead! If not, you’ll find creating design guidelines now will set you up for success down the road. When you have a clear understanding of what your brand represents, it becomes a lot easier to figure out how to present it visually to your audience. You’ll want to use colors, images, and fonts that don’t just appeal to you – they should carry with them a certain mood (or tone) you want to convey to your audience. Pro Tip: Create a mood inspiration board to identify a clear vision for how you want to represent your brand. First and foremost, create a logo if you don’t have one already. A logo will visually differentiate your brand from another. Next, choose a color palette consistent with the emotion you want to evoke in your readers. Not sure what color to use? There have been a number of studies on how specific colors emote a certain feeling. Once you’ve chosen all of these details, save them as your style guide, which you can share with others as your go-to resource when designing brand assets. Here’s an example of a style guide from AWeber’s design: Make sure you follow your brand guidelines on your landing page and all other marketing channels. Take some time to jot down all of the properties that fall under your brand (e.g., websites, blogs, emails, pamphlets, social media images) so you have a comprehensive list to work through. 4. Link your landing page to your custom domainUnlike websites, landing pages can be created quickly, easily, and cost-effectively with a tool like AWeber. You can even customize your landing page’s domain URL to make your brand discoverable and recognizable. For instance, it’s a lot easier for people to type www.aweber.com into their browser than it is for them to remember our IP address. Can you imagine typing 28.242.245.116 to go to Twitter.com and 208.80.152.2 to go to Wikipedia.com? Linking your domain to your landing page is beneficial for a number of reasons:
How to get a domainYou don’t need a website in order to have a domain. If you want to buy a domain to link it to your landing page, services like GoDaddy, Google Domains, and Domain.com are some of the more recognizable platforms. Once you own your domain, you can link it to your AWeber landing page to make it easy for people to find you online. 5. Embed content that tells your brand story in a unique wayYour landing page can include more than text and a sign up form. Tell your brand story in a dynamic and interactive way by adding embedded content. AWeber Smart Content allows you to elevate your landing page into an interactive experience. While it may sound complicated, all you need to do is copy and paste a link. AWeber Smart Content lets you add hyperlinks and transform them into embedded polls, slideshows, music, live video, maps, forms, GIFs, RSS feeds, audio playlists, products, and more. They say a picture is worth a thousand words. So let embedded content help you tell your brand story and engage with your audience in a unique, memorable way. Start branding your landing page todayTake the steps today to start building your brand identity in your emails, on your landing page, and beyond. Sign up for AWeber Free today to get access to unlimited landing pages and email templates.
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