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News Today: July 2, 2018

You can rely on us to keep you up-to-date on the latest Web-related updates, digital marketing news, best practices, and industry trends. Following are the ones we wanted to bring to your attention today.

Content writing—Tips for effective content:

    • Create memorable content
    • Be concise
    • Don’t use cheap tricks
    • Reframe the present (e.g., hint about ideal future, make assertion, repeat call to action)
    • Reinvent clichés
    • Deconstruct topics (i.e., synecdoche)
    • Ask rhetorical questions (i.e., hypophora)
    • Refocus your writing

Note: Bad content is repetitive, arrogant, boring, busy, and too SEO-focused (i.e., keyword stuffing), and uses clichés. (source: Content Marketing Institute)

Email marketing—Reach your target audience with email marketing that provides value. Effective strategies for building an email list consist of:

  • Personalized call to action (CTA) – create one for each blog or landing page
  • Onsite retargeting – create a pop-up or slide-in for each page of your website (e.g., exit pop-ups, scroll pop-ups)
  • Timed pop-up survey – surveys related to content on specific pages
  • Personality and humor in “No” copy to get prospects to reconsider their refusals
  • Value of CTA – clarify the value you offer
  • Link email newsletter in email signature and social media accounts
  • Landing pages – answering specific issues will result in more sign-ups
  • Immediate sign-up option
  • CTA on About Us page
  • Scroll box to get viewers to convert when they’re ready

Note: Focus on customer retention because it will cost you FIVE times more to get a new customer than to keep a current one. (source: HubSpot)

Market research—Make sure you research the market to understand how your buyers currently shop and what drives their decision-making, summarize findings, looking for common themes and creating a list of action items, and then adapt your marketing plan accordingly.

  • Primary research—useful when segmenting your market and establishing your buyer personas; you can use focus groups, online surveys, and phone interviews to get information on the challenges your buyers face and their brand awareness of your company.
  • Secondary research—useful for analyzing your competitors (i.e., primary competitors, industry competitors, and content competitors); it comprises public records and other data from which you can draw conclusions (e.g.,market statistics, industry content, trend reports, and sales data). (source: HubSpot)

Writing—Perform writing craft professionally by being disciplined and self-editing. Practices that strengthen your writing include:

  • Structuring it for smooth flow
  • Encouraging transformation with believable details that inspire action
  • Proofreading for accuracy (i.e., fixing typos, inconsistencies, and factual errors) (source: Copyblogger)

Search analytics: Google Data Studio—You can now use 16 months of search analytics data in Data Studio, Search analytics API, and Google Search Console reports (beta version). (source: Search Engine Land)

SEO: link-building campaigns—Internal links can use equity from external links, raise converting pages in search, and point organic viewers to your most important pages. You should review and improve internal links on your website in addition to securing external links and getting backlinks as part of search engine optimization (SEO). (source: Search Engine Land)

Content marketing—Monitor competitors’ content marketing efforts to see what your audience is responding to, thus gaining insight into their needs. Keep in mind that your audience actually overlaps with those of competitors.

For competitive marketing monitoring, create your competitive analysis summary and automate with competitor monitoring tools:

Social media advertising: Facebook Ads—Before placing ads, local brick-and-mortar businesses need to get their basics done:

  • Set up Facebook tools
  • Calculate customer lifetime value
  • Create target audiences

Then they can:

  • Promote business with ad via engagement campaign
  • Deliver ad via website conversion campaign that includes:
    • Strong value proposition – what separates you from the competition
    • Alignment of every marketing message, clearly stating or implying the value proposition
    • Strong offer – enough for users to follow up with the action you want them to take
    • CTA (source: Social Media Examiner)

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