The world is now INCREDIBLY crowded for business owners and competition is rising by the day, no matter the niche your company belongs. The new Era for businesses has begun thanks to technology taking over, which has been putting small businesses in front of more eyeballs while creating fear and despair in the hearts of many big brands that always had market share but are now completely lost in how to play the game. They need to use new marketing methods.
Thanks to the aggressive evolution of Technology, Marketing is now one of the main areas that completely changed.
It is forcing CEOs to make bold claims such as that “Marketing needs to be rethought from scratch”, along with other impacted industries as well. Saying such strong words is not overreacting today. Definitely not.
Because they’re all right. Businesses do need to adapt. And VERY fast.
Because Marketing is now entering into a whole nother level of complexity, embracing the use of emerging technologies like Machine Learning to maximize precision and personalization, creating an insane world of possible scenarios to explore to deliver a simple marketing message. Those who still think of Marketing as a “creative job” REALLY need to read, see and check what is coming next. And I’m not even mentioning the Mind-control Power of Neuromarketing that is starting to invade the web.
So here’s the deal.
You CANNOT market your company like you did 10 or 20 years ago. Not even 3 years ago. Doesn’t work anymore. Forget it. Not in a marketplace where everybody has a mobile phone, pays their bills on it, buys all kinds of things on it, catches Pokemon on it, uses social media until depression kicks in and asks Google the strangest things that even the best marketers couldn’t have imagined themselves.
Forget the old market and aim for the next.
Because now the business world is almost 100% digital. That’s the future of almost ALL businesses. Your brand, for example, is also digital whether you like it or not. Because you can bet that Millennials will instantly think you already are online. They’ll search for you online. They will try to find fingerprints of your brand online.
So if your company’s website nowadays is not optimized for Google, if you cannot be found and if you don’t dominate the areas where your customers are spending their hours online, then you’re very close to a breakdown. Seriously. Because if the best and oldest entrepreneurs are playing by the new rules of the game and hiring smart people who master the new Marketing, then why would you assume this is something you should ignore?
Do you think this Digital Marketing thing is all about Facebook Ads? Google Ads? A simple website? Spend some dollars and that’s it? Well, you’re definitely mistaken and I’ll show you why and how serious this is to succeed nowadays.
THE POWER OF SEO
You already know that SEO stands for Search Engine Optimization. You also probably know that this is key to Google finding your brand online faster. But how much importance should you actually give to this marketing area? The answer is simple: VERY. For example, in Europe alone, 2/3 of website visits were driven by Search and Email with the remaining 1/3 coming from direct visits (direct visits = the user typed the website’s name in the browser). This means that traffic from search engines is far more important than any other online source because people when they’re about to buy something, they search for it online.
Does it make sense? Why do you think B2B and B2C businesses say that SEO resulted in Top Lead generation? Why do you think global marketers give high ROI to it and sell it hard to you these days? Why do you think you use it so much when you want to hire a new company?
Because it is the new, most powerful business channel today.
Search engine traffic can literally CURE bankrupt businesses overnight thanks to the massive amount of customers it can send to one’s business.
Don’t believe it?
That’s ok. Here is some practical market information to open your mind. The following info below is only covering Google, by the way:
2 TRILLION+ SEARCHES PER YEAR
Google now handles 2 TRILLION searches per year, which means a massive number of searches per second of 63,000. That’s MASSIVE traffic don’t you think? Follow the lead: One second, 63,000. Two seconds, 126,000. Three seconds 189,000. Nine seconds 576,000. Ten seconds… 630,000 searches were made. Impressive.
MOBILE SEARCHES ARE DOMINATING
From all those searches made, more than HALF of Google searches now come from Mobile, which means that many brands are missing out that huge share of the market and losing leads and sales because they’re missing SEO upgrades that can put them in front of these customers. People use mobile phones for everything now, especially to do research of a brand online while they’re walking or waiting in line because time is short these days. Mobile is taking over traffic. Why do you think Google made this crucial change?
GOOGLE HAS NOW ALMOST 80% MARKET SHARE GLOBALLY
There are other players in the field competing with Google like Yandex (Russia’s favorite search engine), Bing (Microsoft’s search engine), Yahoo among others. But Google alone has now reached the mark of 80% market share dominating everyone else and allowing businesses to focus only on one player (Google) to maximize revenue and brand awareness. You just have to know what to do and how to play.
So why all these statistics?
Just so you can realize HOW MUCH MARKET you can reach just by improving your SEO.
If you have already established a brand and if you have the workforce, then this may be your marketing solution. Targeted traffic to your business via Google may cure almost every problem your company may be experiencing right now. Because all business problems usually can be cured with the nº1 medicine for business, like Mark Cuban himself likes to put it:
“SALES CURES ALL. KNOW HOW YOUR COMPANY WILL MAKE
MONEY AND YOU’LL ACTUALLY MAKE SALES.”
— Mark Cuban, Entrepreneur, Author and Investor
If you have a strong online presence and just need to open the best B2B and B2C channel, that’s it. So it’s pretty obvious that a horde of sales awaits every business who knows how to position itself on Google if everything else is right. You can even enter new markets and countries just using SEO techniques and strategies without having to make big changes.
Alright, so here are a few interesting questions you should think about:
QUESTION #1 — If I run a simple search for your brand’s name on Google, Bing or others, what will I find? Your company’s website? Good reviews? Bad reviews? Social profiles? Incredibly old links? Company’s secret reports that the competition shouldn’t be aware of? Legal and private documents? Another brand?
QUESTION #2 — If you don’t find any relevant information about a company on Google, what instantly comes to mind regarding that company? Does the same happen to your brand?
QUESTION #3 — How much would you pay to make your website more findable when a user searched for your products/services? How much would you pay to be seen a lot more online by hordes of prospects, from Monday to Sunday, and maybe even globally? Think about the numbers I presented to you before answering that part as well.
This above is obviously the good part because the hard part comes next. The part that brings all those massive prospects but that few like to execute. So here’s how SEO is actually applied to transform sales:
EXECUTE A COMPLETE SEO AUDIT
What are you doing wrong according to Google Guidelines? Code structure? Tags? Content? Imagery? Links? Usability? Penalties? Social? This is the part where FIXES are made to your brand which automatically optimizes it, but it’s not an aggressive incrementation. Meaning? It only fixes what’s wrong but it doesn’t strengthen your company’s online structure like it could. Because here the goal is to make the company’s online structure as close to perfection as possible, creating ideal ground for growth (which is approached next).
CREATE A UNIQUE AND POWERFUL CONTENT STRATEGY
Here’s where you actually win. So to start, answer this: Who are you targeting when you publish content online? This is where the “business part” takes part in SEO. The goal is to create content that will only bring the most targeted audience to your business via search engine traffic, along with the help of several SEO tools to aid in the process so you can know what content to create.
Some businesses like News websites need an audience to stand strong which makes the content strategy different and more “number-oriented”, which means getting high-traffic, while other businesses, are just selling services and/or products and only care about a visitor becoming part of their revenue, like this website or e-commerce websites for example.
Having “fans” or big audiences is not the end goal.
This helps you relieve your marketing budget while helping you focus your workforce on what truly matters: Sales. Content strategy approached this way is what brands need today to get the right kind of attention. So if it is sales, then sales. If it is traffic, then traffic. And if it is both, then both. Here’s a practical example of the right content approach: Someone who searched on Google for “knee best surgeon NY” in comparison to “what is a surgeon”.
Now think from the user’s perspective. Although both have the word “surgeon” on it, only the former indicates strong buying intent. Right? The first guy wants to do a surgery while the second guy wants to know more about surgeons. So this is where the BUSINESS part enters.
And that’s just the “basics”.
Because afterward, there’s also the need to build links to get constant traffic from different sources, which involves:
- Massively spreading the content on the right social channels;
- Massively spreading the content on websites by using heavy-promotion tools;
- Making partnerships with influencers to have access to bigger audiences faster.
That’s what will help your brand grow faster on Google’s results, among other things. A SEO project done right can bring you targeted traffic (huge or small) in a short time window if you know what you’re doing.
Now assume you can answer ALL complicated questions customers already ask you daily whenever they come in contact with your business. How powerful would it be to have such answers being delivered to prospects through Google whenever they felt in doubt about buying your stuff? Do you now visualize the power of SEO for your business? So if you REALLY know how to play the game nowadays you can literally CHANGE the situation of every company with targeted traffic. You can open international channels, explore new cities, dominate your local area etc. And all by optimizing your brand with SEO.
Just imagine something like this happening:
That’s the power of well-executed SEO.
But this is just ONE part of Digital Marketing.
Now, let’s see how Social Media can affect a business and what intelligent brands are doing.
THE POWER OF SOCIAL MEDIA
No evangelism is necessary to support the fact that Social Media has completely changed the business industry, but you can start by reading this AND this (Forbes) if you’re skeptical. Social Networks have changed how businesses behave thanks to the arrival of Millennials and tech-savvy adults who made it popular very fast. This is why nowadays we currently have Facebook, Twitter, Youtube, Instagram (special), Pinterest, Linkedin, Google+, Snapchat, Periscope, Wanelo, Ello, Hyper and many others.
Social media is now used for networking, promotional campaigns, brand awareness, shopping, PR and customer service (mainly). Brands are now becoming heavy users of it and not by accident. The ROI and the marketing machine it can create to a brand is simply amazing. Amazing. But I’ll show you some cases in the next 3 minutes.
First, here’s the part people who constantly rely on data cares about.
ALMOST 1 IN 5 AMERICANS VISIT COMPANIES PAGES ON FACEBOOK EVERY DAY
Americans are more likely to visit company pages on Facebook than to read or update their own accounts on other social platforms. Around 19% of American adults visit a Facebook page every day from a computer and about 17% do the same via Mobile. The new guys, with ages between 18 to 24 years old are now in a heavy exodus, fleeing from Facebook and going to Instagram and Snapchat. Aside from that fact, users between 45 and 54 years old are entering Facebook and engaging daily with it. This may indicate that youngsters want to stay away from places where old people are, which is a normal behavior of young people. This is especially true for teenagers who want to get away from parent’s eyes. The dominant daily users on Facebook range between 25 to 34 years old.
ONLY 2% OF CUSTOMERS CHOOSE SOCIAL MEDIA CHANNELS 1st FOR CUSTOMER SERVICE
The reality is that even nowadays the phone is still preferred as a means to reach companies for customer service with 77% of customers choosing that platform. Then comes email with 27% and online chat with 14%. Only 2% prefer to reach companies via social media.
Smart companies understand that millennials are being educated, informed and surrounded by social media from a young age, and not educated at all on making phone calls. This is leading to a massive SHIFT of customer behavior in a short time window, and it’s something that you need to be prepared to handle because otherwise, you’re too old for business according to them. They’ll simply ignore your brand if you don’t behave like they expect you to online.
So part of the goal for companies is to learn how to master customer service via social media, for example. Because what would happen to your brand if you could be one of the few companies that consumers could trust on getting fast and GREAT customer service in social media channels? You would definitely crush the competition for sure.
NOWADAYS 71% OF CONSUMERS ARE MORE LIKELY TO BUY BASED ON SOCIAL MEDIA REFERRALS
The importance of social media has grown so much in the market that customers execute a “double check” operation on Social Media on an item they intend to purchase. Currently, around 71% of consumers (!) are more likely to buy based on social referrals which puts brands that are already building their trustworthy business structure on the next level. So if you know how to use social today to your favor, you simply win faster.
Alright? Again, that’s just the basics.
Now let’s see the FUN business part of social media.
#1. MARTELL — FACEBOOK
Martell is a quick example worth showing because for a home builder company they’re doing things right. They’re creating Facebook Albums for every house they’re building so the customer can see its progress in real time. Powerful insight. The customer gets to see what’s really going on with what he bought and show it to people later if he likes. Afterward, they see the whole picture.
Customers love having the ability to peek inside their future home to see how everything is being built for them from scratch, while they also have the freedom to make comments in real time. Besides that, Martell nurtures fans very well too, generating great engagement levels on almost each photo.
Social tools are very simple, all you have to do is be creative and bold to try new things. You can use it as you please if it helps your business grow and if it makes customers happy.
For example, here’s another smart way to use a Facebook resource:
Freshtix includes a widget so people can know beforehand who is going and how many are going to their event, which helps visitors and fans decide for a “YES, I’M GOING”:
It also boosts the number of visits to their website, since the promotion is happening on their website with the widget used just to confirm presence. Simple and great idea because it helps NEW users investigate Freshtix’s brand in more detail (if the landing page is smart enough to show interesting things), and also helps current customers as well. From Google’s perspective too, since it makes people spend more time on site which lowers bounce rates automatically if the user sticks around and clicks on things. That’s a simple and yet very powerful integration.
And this is just scratching the surface on Facebook’s potential.
Next quick example!
#2. GOPRO — YOUTUBE
This is an interesting one. The brand GOPRO, one of the best cameras people can buy nowadays, uses Youtube very wisely. Look at how they promote their product on Youtube.
The video even uses Neuromarketing principles to hold your attention. But THE REAL marketing superpower they’re applying to grow their brand faster, lies in the case study.
Smart marketing. Promoting the quality of your product USING CUSTOMERS force, not in-house content. User-generated content, especially in this case, works like a charm. And as you realized, they sell….cameras. Cameras. A simple product. A normal product. But due to social media channels and their marketing approach, GoPro can explode their brand much faster than competitors thanks to all videos being delivered daily to them by CUSTOMERS. That’s smart marketing.
#3. XBOX — TWITTER
Xbox boldly likes to say that they’re currently holding the Guinness World Record for “most responsive Twitter feed”. Well, if you follow them for a few days, you’ll see they’re probably not lying when claiming that title. So check it out below how Xbox uses social media and how they interact with its users, fans and customers.
Very nice Xbox, congratulations.
Some people may say they are “stalking” their customers but users don’t seem to mind that kind of stalking. It’s friendly. It’s personal. It makes the brand closer and more reachable and people love that. Because remember: customers are people. So whenever Xbox sees the opportunity to start a conversation with customers, they go for it.
Why? Because they understand that Happy customers love your product.
But HAPPIER customers love being cited by their favorite brands on Twitter.
And again, this is just a part of how they use Twitter because their customer support is very fast when needed too: That’s how you use twitter with class.
#4. ZARA — INSTAGRAM
A great example for those who own ecommerce websites. Zara is a brand that sells women’s clothes and in almost every post they choose to provide the reference code to the product posted so customers can find it later on their online store, creating a social-media-window-shopping experience. Take a look.
They use promo codes as well to make people get discounts which naturally pushes people to engage on each photo and visit their Instagram profile almost every day, forcing customers to always follow every post on their feed to search for promo codes. But the reference code I’ve shown above serves only to the purpose of customers finding the product with more ease on the online store. Because that way customers just have to go to their (very) minimalist e-commerce website to find the dress/clothing they liked using the code posted in the picture’s description.
Smart right? That’s how you bring an apparently normal business into the digital space. They force customers to do some window-shopping inside Instagram, over and over, which is where customers already are while sitting on their couch and browsing on their smartphones. And then, if a customer found something he liked, he just uses the code to find the desired product and purchase it. Highly effective for this niche.
But again, that’s ONE marketing strategy.
Here’s something to make it go viral faster. For example, another way brands that extend their e-commerce products on Instagram can pull people into their Instagram profiles, is by linking important people to their Instagram while on live events, like Topshop did:
They know how to merge offline marketing with online marketing. So they go to fashion events and mention important people on their Instagram. And mentioning celebrities/influencers forces word-of-mouth marketing in most cases (especially in this niche) which is the most powerful form of Marketing. So every famous model wearing nice clothes would be content that would boost their business. See? Because that is something worth sharing with their audience. That’s how you win in social media with one picture and a few lines of text.
The way to master it is actually very simple:
COMPLETELY UNDERSTAND HOW TO USE THE SOCIAL NETWORK, LEARN THE TRICKS AND EXPLORE YOUR CREATIVITY
Their commercial went VIRAL:
One video. One big win.
Heavy promotion over and over without any additional effort.
Because once you go viral, you end up in places like this one which are references for marketers and content creators. And you know where brands go from there? Well, practically EVERYWHERE online. So if you publish something interesting, creative and REALLY smart, lots and lots of blogs will talk about your brand over and over which is something you cannot actually measure the ROI. That’s a piece of the power social media has.
There are literally hundreds of ways to use it according to your Marketing strategies. You can even create a big NET of links where every one of them links back to other of your social profiles, creating a big digital ecosystem for your company online that customers can navigate. All you have to do is play smart. That’s all.
OK. Now the next marketing arm is the HEART of the Digital Age.
Pay attention here, because there’s more you definitely need to know.
THE POWER OF CONTENT MARKETING
Have you heard: “Content is King and Data is God”?. That’s a rule many top marketers like to proliferate because well, it is true. Just ask yourself: “How do I research a brand or a business nowadays?”. Phone calls? Flyers? Negative. You’re probably going to ask Google for “The 10 best restaurants in NY” to see if that particular restaurant you want to order food from, is one of the top 10 on the list. Or maybe you’ll try to find it on social media to see what they publish about their own stuff, and how reliable they seem to be online.
So in short words, you TRUST CONTENT nowadays.
No wonder Seth Godin, a marketing legend who wrote All Marketers Are Liars and many other books on Marketing and Entrepreneurship said this bold statement:
CONTENT MARKETING IS THE ONLY MARKETING LEFT
— Seth Godin, Entrepreneur, Author and Marketer
Yes, content is probably the only marketing left.
So if your brand is not publishing smart, creative, impressive, amazing and powerful content (so many requirements huh?) into the digital world then your brand has a major problem to deal with very soon because competition will rise and shut you down. You’ll be part of the noise, not part of the show.
Why? Because people are now searching for companies on Google and Social media which naturally summons the NECESSITY of every single business to be online today through CONTENT. Because it is through content a brand can be found. So those who are found online, are considered the best brands and sometimes, even THE ONLY brands available by people.
This is why content is king.
Because you find branded videos, imagery, articles and more once you do a search for some product/service on Google. So yes, content is the new marketing. And yes, you have to spend money to unleash only the best pieces of content to drawn the attention of your audience nowadays. Period. That’s final. That’s a new marketing rule that will not go away soon.
But that’s not all.
Although content is important, to REALLY make your digital marketing a powerful arm, you need to mix it up with content strategies so it can bring the RIGHT people to your business. And faster. That’s what businesses need to think about when they create content:
WHO AM I ATTRACTING HERE WHEN I PUBLISH THIS?
You need to think about business. Business. So content becomes a salesperson.
And to do that nowadays, you need to explore your content options before you even start publishing something online because you must know what types of content your customers like to consume.
Today, you a few content types available to use in your content marketing strategy:
- ARTICLES — Content via text
- IMAGERY — Content via images
- VIDEOS — Content via videos
- PODCASTS — Content via voices/audio
- QUIZZES — Content via questionnaires
Marketers need to play using the different resources above to form a marketing strategy that stands out in this noisy universe. So this is why after a while hitting their heads on the wall, marketers discovered that there are 3 core content categories:
The goal is to force people to share it. Usually, it is something that is easily consumable by users, meaning, they can consume it fast enough and it also has value in their judgment.
The goal is to purely educate people. Authoritative content teaches people something and has the main goal to reinforce how smart or awesome a brand is. This type of content makes people invest loads of their personal time in reading/consuming the content but it is rarely shared. Users read/watch/hear, and leave with the mentality “Hmmm….nice!” or “Hmm…this brand is awesome”.
Not many will share this type of content especially because they have a strange inner “fear” that no one will give him any social proof, due to the fact that authoritative content takes time to consume and it will look like the person is stealing other people’s time. Only in communities where “intelligence” and “smart” are mandatory for sharing purposes, authoritative content gets shared.
The goal is to simply make people buy. It’s advertising. Promotional content is what brands usually like to talk about because most of them want to know how to turn content into money.
As you may imagine, the marketer who is able to make promotional content become shared content automatically wins a Marketing gold medal. This is why Native Advertising is EXPLODING nowadays and “Mind-control” Neuromarketing is in the same place too, because the potential for generating revenue is too high.
But you can read that later.
For now, have a look at a few examples of each content category explained above, just to clear your mind and make things easier to understand.
The best articles HOLD the user’s attention. Period. Therefore, it is something Google values a lot as well because they want their users to find the answers they were looking for, right? So if Google spit a link to the user, and he is spending time on a company’s website reading a lot, consuming content a lot, then Google is happy. Which means that your company automatically becomes happy as well. But aside from that, having people share your content also indicates that your brand has something special and interesting to show to people, and that counts especially for social media because strong levels of engagement indicate “good stuff”.
Social signals is not a “Google Ranking Factor”, although it is important.
So here are a few examples of ARTICLE categories so you can understand things faster:
[PROMOTIONAL] — Women Inmates – Why The Male Model Doesn’t Work
[SHAREABLE] — 80 Online Marketing Experts to Watch
[AUTHORITATIVE] — How I Increased My Search Traffic by 110% in 14 Days
The promotional article above is from the New York Times which speaks about Women Inmates but with the real intention to promote the Netflix series Orange is The New Black (Native Advertising was applied). Just Genius. They wrote it so it could look like normal, authoritative content so people couldn’t tell the difference.
The shareable versions usually involve placing numbers in the headline but this is not a rule. The reason why this is easily more shareable is because it tells people beforehand how much time they’ll likely spend before consuming the content (in theory). If you’re reading an article that states “3 Key Rules for The Stock Market” you can at least scan it and know the rules in seconds. But it usually has the look of either a resource, or a “fast-food” yet highly valuable content, like this one.
The authoritative content above teaches you something VERY important regarding content Marketing. I highly recommend you to read it if you have the time. And by the way, the article you’re reading now is also an example of authoritative content.
Those are regarding articles. Now let’s change content types.
Master this. Read on!
Imagery is part of the best marketer’s marketing arsenal because the brain processes images 60,000 faster than words. This means that imagery can definitely stand out and deliver powerful marketing messages in a second.
Are you realizing now why Promotional and Authoritative content is harder to be shared?
Because almost no one wants to share Advertising or boring, study-like content. People like to be cool, to be praised by others and not be viewed as a “nerd”. This is why images of motivational quotes are far more popular online than most other images.
Alright, easy stuff. Let’s continue.
The reality: Video is the most explosive growing form of content on the Internet nowadays with all kinds of people, from several age ranges watching online videos more than ever before. Videos are dominating everything. For example, by 2017, 74% of web traffic will come from video which makes it, therefore, a VERY important part of the content strategy for those brands that still care about market dominance.
But to make you understand better now in the video context, here it is.
[PROMOTIONAL] – Name: Luke Cage Netflix Trailer
[SHAREABLE] – Name: Fox Go FLOOF
[AUTHORITATIVE] – Name: How to Become A Millionaire
Marvel knows how to transform a promotional video into a shareable one, by simply producing extremely high-quality stuff which naturally pushes people to share their videos. But that’s promotional. Show it to your gramma and she’ll find it weird and probably annoying. But yes, some industries like the Entertainment industry can break the pattern, especially with videos.
Podcasts are becoming popular once more due to iTunes and other podcasts repositories, along with the fact that people enjoy learning while doing other stuff like cleaning the room or training in the gym. It is practical, it saves people’s time and if the content is good, people love it. Apple alone announced 1 billion podcast subscribers in 2013. That’s lots of people listening to content.
[PROMOTIONAL] — Arnold Schwarzenegger Interview (1:03min – 1:42min)
[SHAREABLE] — 19 Blogging Tools Problogger Will Use In 2016
[AUTHORITATIVE] — Tony Robbins on How to Resolve Internal Conflict
Nowadays, it’s very rare to see only promotional podcasts since no one would like to hear pure ads without any relevant content on it. But maybe in the future, that rule may be broken since we all know how unpredictable the Internet is.
Quizzes are something not many marketers talk about, but it is a POWERFUL type of content any niche can apply to its business to capture leads like magic. They are considered interactive content, an explosive trend on the rise in Digital Marketing due to its ability to hold people’s attention in the middle of the Era where humans have the attention span of a Goldfish online (8 seconds).
The advantage is that it can teach people something, while you can investigate your visitors with hidden questions they usually will never realize you’re asking. So here’s a few examples to open your eyes regarding quizzes as well.
[PROMOTIONAL] — Which Zoella Lifestyle Product Should You Buy First?
PS: The smartest promotional quizzes ask you for information that doesn’t tell much about what final answer the user will get, which keeps people playing. You gotta love curiosity, right? No wonder Psychology loves to publish new things about it over and over.
[SHAREABLE] — Are You An Intrapreneur or an Entrepreneur?
[AUTHORITATIVE] — What Do You REALLY Know About SEO?
Make interactive content such as Quizzes part of your brand whenever you want to know more about users and customers because you can gather a lot of SUBJECTIVE DATA using quiz questions, without the audience realizing you’re gathering information about them. For those addicted to data, you can even build full customer profiles based on every questionnaire you receive which can help you change your marketing strategy completely because certain things, not even Google Analytics will know.
A simple example of subtle investigation:
“What option below best describes your PERSONALITY?”
(A) I’m insecure. For example, I always research brands on social media, I MUST check reviews and only then if it all seems OK and trustworthy, I buy. I rely on other people’s opinions to make decisions. Always.
(B) I’m social. Example: Moments before I buy a product online I enjoy talking about it and asking for opinions about it with friends on WhatsApp or Facebook.
(C) I’m confident. I rely on my own opinion and that’s it. Simple example: When shopping online, I always check the product’s demo video and if I like it, that’s all I need to know to buy something. No second opinions needed.
But if those questions are a piece of a HUGE personality test, people won’t notice. Besides, this is just an example that is a bit more obvious so you can understand what I meant. So this is why Interactive content can be way more powerful than you imagine.
Because you can gather lots of personal data if you know how to hide your “secret questions” inside your quiz questions. And with personal data on hands you sell easier. Besides, you also get to know your audience more and a good quiz can give you information on which books do they read, how do they behave on weekends, what do they enjoy to consume online etc etc etc.
Now, can users LIE on these questionnaires? Sure they can.
But if you track their data by taking measures like ONE email per login account, or some other strict policy like tracking the user’s profile over several questionnaires, then you’ll be able to build up several personal profiles. The margin error will be very small, if the quiz is really interesting.
Alright. But there’s a bit more power in Digital Marketing.
The content on steroids.
THE POWER OF COPYWRITING
Well, as already said, humans have a 8-second attention span online. Awesome. Well, not awesome, it is actually rather problematic. But here’s something that you should already know on top of that: The Washington Post now publishes around 1,200 posts a day. But again, why is all that stuff problematic? Simple: Because The Washington Post had grown 28% of its web traffic over the past 9 months and they passed the New York Times in traffic at the end of 2015.
You didn’t get it yet, did you?
Relax, we’ll elaborate. Basically, this tells us these 3 things:
- 1 — More content is coming to fill up The Internet
- 2 — High-quality content is already flooding The Internet
- 3 — The attention span of a visitor is just 8 seconds
So what YOU, business owner, concludes out of this data?
The following may come to mind:
THE INTERNET WILL BECOME A VERY CROWDED PLACE AND YOU NEED TO USE ALL MARKETING WEAPONS TO STAND OUT!
And one of these marketing weapons is definitely Copywriting.
If you take this website for example, you can see the difference between the headlines and other parts and the one from the competition. My copy is one of the reasons (along with design, SEO and other stuff) why I’m very efficient online, as you can see below:
Data: Peterson Teixeira’s website – September 10th 2016
First, get the necessary traffic, convert it into customers and the job is done. Business mode. That’s it. But it is all mostly thanks to copy because people need to STAY, READ, and CLICK all over the place. Every single time. Every new visitor. That’s why Copywriting is highly important today. Because in a noisy world, you must grab people’s attention.
Copywriting is very good because it FORCES the user to execute something, whether that’s clicking and reading an article, staying on site for longer periods of time, buying things faster, contacting your brand faster, clicking wherever you want faster etc. It’s all about placing instant thoughts inside the visitor’s mind and using the right words to pick their brains and steal their attention without them noticing.
Let’s take Headlines for example.
About how to write incredible headlines which is one of the areas Copywriting transforms, but there’s much more copywriting covers. Much more. Here are a few areas copywriting helps:
- Landing Pages
- Institutional Pages
- Presentation Pages
- Email Marketing texts
- Email Marketing subject lines
- Article/Blog posts headlines
- Sales Letters
- Sales Videos
- Forms & Buttons
- Social Media posts
- Website Imagery
- Paid Advertising (Google Adwords, Facebook Ads etc)
So many things need great copy to generate powerful results.
For instance, which form seems more attractive to you? Which one would you put in your email?
Everybody wants to join the experts.
And everybody wants to enter private stuff. Just because it is private.
See? Strong copy changes how the same piece of content/form/etc is viewed by visitors. If you take another look, you’ll realize that the right form doesn’t make any appeals at all to you, right? Does it make sense now?
So the left form wins.
For example, a simple Google Search proves that Copywriting is KEY to success for a business and it all starts in Google itself.
But not everything is good news, even with the power of Copywriting.
If you don’t start PLAYING RIGHT in the business world we are living in now, your business will be CRUSHED very soon. Very soon. Because lots of business owners are already realizing these marketing facts and taking action while many are still thinking we can play like it is 2007, and executing their businesses as such.
When everybody starts to play right, things get messy. So you better play right on early stages to get leverage. That’s the smart move. That’s why powerful copy matters: To make people pay attention to your brand.
Alright, now let’s finish this with the best part that most are still ignoring.
The Future of Marketing.
THE POWERFUL ALLIANCE: MARKETING + NEW TECHNOLOGY
Ok. To scratch the surface here on this part because there’s too much information to talk about. What you currently need to know is that TECHNOLOGY is disrupting industries, and Marketing is definitely one of them. Definitely.
But what does it mean?
Do we want to sell the Apocalypse here?
Well, maybe. But you’ll understand in the next 1 minute why this was said.
First of all, we currently have the following technologies growing as never before:
- Virtual Reality
- Artificial Intelligence
You probably have heard of all the noise Pokemon Go made and how it got Nintendo’s pocket the amount of $268 million within 5 weeks since its launch. The movie Matrix (1999), made 463 million WORLDWIDE back then. So games and technology are taking over more than never. They’re dictating how people live today.
But what does it have to do with business?
Well, Pokemon Go uses augmented reality and GPS tracking to make people play, naturally forcing them to go to odd places just to catch Pokemon, which for smart business thinkers led to this: Pokemon Go Is Driving INSANE Amounts of Sales at Small Local Businesses (For $1.19 an hour, you can have more customers than you’ve ever seen in your life).
Are you connecting the dots now?
Don’t worry if you haven’t figured things out yet because you’ll understand. So apart from having Pokemons all over the place, smart businesses are also sucking in customers using social media as well, transporting their physical shop into something much bigger just by spreading it online, making small businesses enjoy HUGE amounts of actual targeted traffic (customers) in days (sometimes even hours).
All thanks to Technology. All thanks to ONE game.
And you think it is over? You think this is it? Definitely not.
Because do this: Add all that new and absurd Digital Marketing context explained to Artificial Intelligence and Machine learning and things start to get a bit more complicated AND powerful in marketing terms. You can literally make a marketing machine if you combine everything wisely.
For example, here’s what Artificial Intelligence can actually do to help companies in their Marketing without much help from humans:
1. CONTENT CURATION — There’s a thing called Predictive analytics which is used by Netflix itself to help improve content recommendations/suggestions to users.
2. CONTENT GENERATION — There are Companies like Automated Insights creating software like Wordsmith which enables automatic generation of news articles with data that comes from financial reports, for example. News websites are using this a lot.
3. SEARCH ENGINES — A piece of Google’s algorithm called Rankbrain helps Google understand one-of-a-kind queries, while it also aids in the ranking process. This level of dependency on A.I from Google itself shows us that A.I came to stay. And to mix itself up in the Marketing realm.
4. SOCIAL SEMANTICS — Sentiment analysis (determines if a piece of text positive, negative or neutral), product recommendations, image and voice recognition are some of the areas A.I can also be applied with scale.
5. WEBSITE DESIGN — Artificial Intelligence can do image recognition and cropping, algorithmic palette and typography selection effectively, making web design more automated than never before. Super smart software like The Amazing The Grid are invading the market.
6. PRODUCT PRICING — With too many options online for every niche, pricing has become a competitive edge. But at the same time, to the big brands, they’re also considered a strategic move that can be used to take down competitors when they’re out of cash in a given moment. Artificial Intelligence through machine learning can define the best pricing based on market research and additional parameters to assist a company in this regard.
7. AD TARGETING — Serving ads is basically running a recommendation engine, which deep learning does well. With the right amount of data, it can be extremely precise.
So this is all just a PEEK on what businesses should be worrying, strategically speaking.
Because Technology is bringing another powerful revolution to society, that as you can see definitely merges with Marketing one way or another. And way faster than we expected. So if you know where to automate things and where to leave humans, you can crush competitors without much workforce or money.
Marketing is about to become more strategic as never before.
Mark these words.
THE CONCLUSION OF ALL THIS?
Just become 100% digital. And full Digital Marketing mode. Make your brand powerful online because the world is about to shut down all businesses that are still playing old school. So if you’re ignoring Digital Marketing and its fusion with Technology, Artificial Intelligence, and other game-changing stuff then your business is going to suffer no matter how big you are right now.
The Information Age is now here.
And with it, the New Marketing has also arrived.
What are you going to do?