Today’s marketing landscape is one that is constantly evolving. With technology improving and spreading as fast as it is, marketers have to keep up with what is new in order to stay relevant. The past several years have seen the rise of social media and mobile usage, a trend that is not going anywhere anytime soon. With this knowledge, brands trying to capture their audience’s attention can no longer rely on traditional forms of advertising.
So how do brands market their products? What does “advertising” look like today? While there is no one answer to that question, one particular marketing strategy that brands frequently use is content marketing.
Video marketing is on the increase… and all research shows it potentially out performs all other types of online ads.
As web technology moves more toward mobile surfing, and digital assistants become more popular along with a rise in social media video advertising, we thought it would be a good time to review some video marketing trends. After a bit of research on recent video marketing trends we found the following statistics:
- Video ads have an average click-through rate of 1.84%. Not bad. This is up to three times the average for a standard PPC ad.’
- 65% of viewers watch more than 65% of a video. Again, another strong engagement factor.
- Using the word “video” in an email subject line can boost open rates by up to 19%, with CTR — Click Through Rates — boosted as much as 50%. This of course will depend on how well you have targeted your email recipients and how interesting they might find the subject(s) of your videos to be.
- Marketing surveys rank videos high for ROI, and also show that professional marketers are planning on using videos more in 2016 and 2017.
[Editor’s Note: This is the third in a series on the primary focus areas of R.A.C.E. Digital Marketing: Reach; Act; Convert; Engage. We will expand on these articles to create longer guides for Digital Marketers and make them available at our training division site: CollegeofMarketingPros.org]
What is R.A.C.E.?
R.A.C.E. is a planning framework that you can apply to your digital marketing practices that uses critical thinking to develop a customized, agile, and strategic approach to your business’ unique needs. Smart Insights. introduced the model we have adopted that outlines the R.A.C.E. Process Strategy (RPS).
Objectives of R.A.C.E. Process Strategy:
- Nurture leads and convert them into sales
- Build a business
- Reach audiences most likely to convert
- Generate more leads
- Conversion Rate Optimized (CRO) landing pages that work to convert
Smart Insights provides a training course to better learn and understand RPS – and the owner and chief editor at Webdirexion, Scott Frangos, has completed (more…)
[Editor’s Note: This is the second in a series on the primary focus areas of R.A.C.E. Digital Marketing: Reach; Act; Convert; Engage. We will expand on these articles to create longer guides for Digital Marketers and make them available at our training division site: CollegeofMarketingPros.org]
How to use the R.A.C.E strategy to connect and create loyal, engaged customers for the long-haul
Webdirexion uses the R.A.C.E. marketing strategy where one specific focus is on Engagement.
As part of Webdirexion’s continuing series on R.A.C.E strategy, today we’ll be talking about Engagement, which is all about keeping your customers happy, loyal, and interested—for good.
The “E” in Race is all about engaging your customers, particularly first-timers, for the long term in order to build loyalty. You want to keep your customers for life, get them repeating purchases by engaging them through social media, email, and even direct interactions.
A good way to gauge loyalty is by looking not only at repeat purchases, but also at how your customers interact with you through social media. Do they share your content? Have they referred others either through social media or more traditional word-of-mouth forms? (more…)
This Webdirexion A/B Test resulted in a 493% gain in qualified leads — click to enlarge.
493%? That’s right — we achieved this gain for leads with an A/B landing page test for Total Testing, a Georgia based online human resource testing firm. And because many tests result in lower gains, when you hit one out of the park it’s always good to look at tactics used.
How did we do it? Well, just like I explained in a recent “ConversionCast Podcast” interview, it was all bout a focus on fundamental marketing principles of persuasion that carried this test to a great result.
Listen to the ConversionCast Podcast with Webdirexion Founder and CRO Guide author, Scott Frangos
Why do we do what we do? It’s a great question, posed by Joe Pulizzi, friend and colleague, and founder and CEO at the Content Marketing Institute in a post that lays it straight out — “Your WHAT Doesn’t Matter if Your WHY Is Lacking“. Let’s find out how knowing the answer is key to business success and in so doing learn why one paddles a canoe.
Why do we do what we do in business?
Joe wrote the foreward for our new book on CRO — Conversion Rate Optimization. Optimization for conversions (when a visitor comes to your site and takes a step closer to doing business with you) is part of what we do because it helps marketers win more qualified leads. And conversions are one of the focus areas in our marketing strategy model we follow which we call R.A.C.E. — Reach, Act, Convert, Engage. Again, that’s what we do, but why do we do this? You might as well ask why do canoe enthusiasts paddle canoes (I will give you my answer below)?
I know what Joe does — he provides resources to help Content Marketers including content marketing conferences which I have attended a couple of times (highly recommended).
I know what each of our healthcare clients do. For example, one provides software for hospitals so they can manage revenues better. I know what our hotel clients do — they provide a resting place at a vacation destination. But why… why are we all in business?
Why ask why? The answer is that your marketing success depends more on the why and less on the what. Or, as Pulizzi puts it, “Your why is the problem your product solves.” Ok, let’s see then: (more…)
[Editor’s Note: This is the first in a series on the primary focus areas of R.A.C.E. Digital Marketing: Reach; Act; Convert; Engage. We will expand on these articles to create longer guides for Digital Marketers and make them available at our training division site: CollegeofMarketingPros.org]
Leads are the gold for B2B marketers looking for strategic conversions.
Every business needs qualified leads. That’s why we wrote a guide to CRO — Conversion Rate Optimization. CRO is arguably one of the best tactics you can use for ROI with a quick payback. It also sits prominently within our RACE marketing cycle diagram (below) at position #4. If your site is not converting, and you are not working on ways to improve conversion rates, then you may be losing money.
In B2C and e-commerce, marketers are often concerned about moving directly to a sale. Conversely, B2B sales cycles are longer so it’s very important to capture leads. We at Webdirexion contend that leads are very important in B2C work too, particularly for potential customers who aren’t ready to buy yet. One of our focus industries is in hotel marketing and we see a majority of hotels just focusing on reservations alone.
“Your site “design” is just a best guess at what will be persuasive and compelling.”
At Webdirexion LLC, our team uses a marketing model known as “R.A.C.E.” (Reach, Act, Convert, Engage) to organize strategic thinking, the tactics that flow from it, and measurements to meet and exceed goals. And, we’ve just published a book on one important focus area in the R.A.C.E. marketing cycle — Conversions (you can get “The Marketer’s Concise Guide to C.R.O.” on Amazon, paperback or kindle). This is a key digital marketing strategy. C.R.O (Conversion Rate Optimization) revolves in large part around testing, so we wanted to present you with some thoughts and research on same (click to enlarge):
We reviewed this A/B concept for an Inn during the webinar. This is rough, but the B version shows elements used to persuade visitors to fill out the form.
[Editor’s Note: You may also wish to watch our recent webinar on Smart Ways to Book More Rooms]
I always enjoy the webinars and online trainings we do because it pushes me, as an instructor, to come up on answers and solutions for questions students ask. Keep those questions coming!
We had some good questions at the end of the webinar on Smart Ways To Book More Rooms” we did for PAII (we’re proud to be a member) — Professional Association of Innkeepers International — last week that I’m going to follow up on here: (more…)