All posts by Expert commentator

This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.

4 copywriting tips for optimising you product pages

In ecommerce, as in life, there are those who are unsuccessful, those who are successful, and there are those that are exceptionally successful. Given the choice, which one of these three groups would you choose to emulate with your own ecommerce business? There are of course many factors that come into play when determining whether your business becomes the next big thing, or last year’s forgotten disaster – product quality, customer service and price points to name just a few. But how well you handle the product copywriting on your website is one thing that can have a massive impact on how successful your business is. To help ensure that your product descriptions are successful in turning web users into customers, you could do far worse than attempt to emulate the techniques and methods of those online businesses that are already hugely successful. So who…

Creative tips to plan Vine videos for marketing

If you’re a pro marketer, you must already know that the best advertisements are the shortest (usually 30 seconds long). For some reason, (and let’s not blame everything on technology yet) as time goes on and new generations are born, the attention spans seem to be reducing. So, if your customer loves smart phones, uses Netflix, and owns several different portable devices, his attention span may be shorter than you think. Like any professional marketer, we could use these odd transformations in time to our advantage. How? Think: applications! You’d want to market where the crowds are, and clearly that’s not the television anymore. Recently, many companies have been using Twitter’s video uploading application Vine to produce and share creative 6-second videos of their products. That’s right. You get only six seconds to make an impact. Used well, it could be the best shortest ad you’ve…

Tips to help brief on-screen graphics for your videos and animations

Brands are increasingly employing video marketing to communicate their messages, engage online audiences and use content to support the sales and marketing teams. especially n B2B. According to the Demand Gen report, the use of video content in B2B marketing increased from 8% of companies employing it in 2013 to 58% in 2014. Website Inc reports that 92% of B2B customers watch online video and 43% of B2B customers watch online video when researching products and services for their business. There is little doubt that video is both here to stay and will require your focus. There are many styles of video from case study to product profile, feature to interview style films. What they have in common for a business is that they are professional, clear, informative and engaging for the viewer and potential buyer. As part of the commissioning and…

6 tactics to get started with Customer Activation

As a marketing leader you know that each customer experiences numerous touch points with your company throughout their lifecycle. With Lifecycle marketing it’s the job of marketing to ensure that each interaction has a positive impact and moves the customer on to the next stage. But how can you measure the success of your combined efforts and their impact on your customer’s lifecycle? It's time to think about Customer Activation... Customer Activation means motivating customers to move to the next stage of their lifecycle faster than they would on their own.

But, how do you activate your customers when you’re interacting with millions?

You need to think about your customers' lifecycle from potential customer to eventual advocacy. Cultivating relationships with your customers throughout their lifecycle is key to extracting maximum value from them. Unfortunately many marketers fail in activation through not delivering effective, relevant emails. The problem…

Digital marketing tools to support your content marketing

The importance of content marketing in a business cannot be overlooked especially since we have to work hard to engage our audiences rather than pushing messages to them. Long gone are the days where creating billboard ads and radio spots were enough to get your business to the next level. Today, consumers want more and they like to have content they can relate to in order to feel a part of your business. Content can help you to craft a story about your business to help you connect further with your customers and to share your unique values, showcasing the personality of your brand. It's not easy to get started with your content marketing strategy.  Before any success story can be realized, a business needs to have the right tools in place to be in a better position to…

...at least not as well as the 14 or 15 year old Digital Natives...

This  Ofcom research on the Digital Day sheds some interesting behavioural insight on how children and Youth audiences engage with digital activity compared to adults. These are the 'Digital Natives' which give us a future view of how digital media will be used. Over half of children's time is spent communicating via text, instant and photo messaging - this contrasts to 1/4 of the time spent by adults.  In terms of social networking sites, 11-15 year olds spend twice as much time as adults. So, when it comes to .. how much time do 11-15 year olds spend on media and communication activities? Certainly, the differences in time spent on Email and Text between adults and younger audiences is dramatic. As mentioned earlier,…

Research showing how Marketing Automation can support the lead-sales pipeline

Marketing automation has received a lot of attention over the past year. But you may still be sceptical, asking how can it actually grow my business’? In this post, I want to dig into some of these benefits to explain precisely how marketing automation can help you grow your business. In March 2014, Regalix conducted a study to identify the most common benefits of marketing automation, as told by marketers who had implemented the software.

1. Improve your lead nurturing

According to the Regalix study above, the number one benefit of marketing automation software is the ability to manage and nurture leads. In every business, you will have a mixture of hot and cold leads. It’s common sense to have your sales team focus their efforts on the hottest leads, as they have the…

How do your prospects really search? New research shows the need to go beyond simplistic keyword lists

This new research from Blue Nile is aimed at helping marketers better understand how people search online and to understand the patterns in how they formulate their searches through questions. For example, do they search using single words or short phrases or through longer questions including words such as 'How', 'When' and 'Which'? The research found that such question-based queries were common: '27% of respondents phrased their query in the form of a question, with ‘How’ being the most commonly used prefix.'

Can the Google Keyword Planner be misleading?

When using Google Keyword Planner, you need to seed the tool with one keyword or a short phrase. But the results returned often don't include the questions since they are diverse and their volumes are relatively low. So if you limit your understanding of search behaviour to this tool you could be missing out on…

An example of using humour in social media for B2B to build business and strengthen customer relationships

When I train people to use social media, I often have delegates complaining that it's "all very well for B2C companies, but our product is so boring, it's never going to work on social". I'd argue that so long as your content is timely, relevant and compelling (yes I know - all those things can be a big ask), it's going to be interesting for someone. And if you manage that and can inject a dollop of humour along the way then you are onto a winner. As a result I'm always on the look out for new case studies of B2B companies doing social media well, and if that's managed in house and on a small budget then even better. I'm therefore delighted to share with you this guest post that my friend @LisaRobb of accounting (yes potentially…

Practical tips to optimise your 'welcome emails'

First impressions count, and for new subscribers, the welcome emails you send out after they opt-in are typically their first interaction with your company. And if used correctly, welcome emails can greatly out-perform other promotional emails. In fact, welcome emails have 320% more revenue per email than other promotional emails, in addition to an 86% lift in unique open rate, a 196% lift in unique click rate, and a 336% lift in transaction emails. As for how to use welcome emails correctly, I'd say you should start out by optimizing your subject line, the time you send it, who it’s 'from,' and the email copy can all increase the success of your welcome email. For example, using the word 'sale' in your subject line has been shown to increase open rates by 23.2%, while 'save' only increases open rates by 3.4%. 'News,' 'bulletin,'…

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