The Mixology of Content Marketing [INFOGRAPHIC]

Sometimes the best way to teach a person something is to present it within a familiar framework.

Suppose you don’t understand fractions. Sure, we could try to teach you from a fourth-grader’s textbook or we could teach you with a pizza (or pie if you’re lactose intolerant). All of a sudden fractions aren’t so intimidating, and the information becomes (queue dad joke) digestible.

Seems JBH (a UK-based content marketing agency) noticed this, too, based upon its cocktail-inspired guide to content marketing.

What they’ve so beautifully done, is compared different content marketing formats to cocktails, and then dissected them into their different components — or rather, ingredients.

So a blog post, for example, can be compared to a daiquiri — simply combine 1 part strong examples, 1 part consistency and 1 part specialist industry knowledge, and you’ve got yourself a totally delicious recipe for success.

Are we missing any cocktails? Let us know in the comments?

Mixology of Content Marketing infographic

 

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29 Essential Content Marketing Metrics [INFOGRAPHIC]

It took me a while to figure out the one significant difference between being a writer and being a content marketer. But that one, teeny-tiny difference is actually huge. In fact, it may very well be the key to a successful content marketing strategy.

Spoiler alert: it’s data.

A true content marketer knows not only how to hook you with carefully crafted prose, but also how to measure the success of said prose and then iterate on it.

But figuring out what to measure can be tricky. Which is why we’re sharing with you 29 Essential Content Marketing Metrics, a brilliantly designed infographic by content marketing and curation software Curata.

Have anything to add? Let us know in the comments!

metrics infographic

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On the Menu: Email and Mobile Marketing [INFOGRAPHIC]

Julia Child once said, “Once you have mastered a technique, you hardly need look at a recipe again and can take off on your own.” The same can be said of mastering your small business marketing. With a strong business plan and a great marketing strategy, you can begin to launch campaigns and run promotions on an ad hoc basis. But how do you get started?

Much like mastering a technique in the kitchen, you need to plan ahead to master your marketing – today we’ll focus on pairings. Not wine and cheese or cookies and milk, but email marketing and mobile apps. What do these two channels have in common, you might ask? More than what may immediately come to mind. Like all the great duos – steak and potatoes, shrimp and grits, peaches and cream – mobile apps and email marketing are a perfectly complementary pairing.

Email + Mobile apps = A recipe for success

We’ve talked in-depth about how to build a solid email program, and we’ve also talked about the importance of having a mobile-friendly website. But what about mobile apps for restaurants? Do you still need one on top of your email and mobile web marketing? What about OpenTable, Zagat, and Yelp? With all these restaurant service apps, do you need one for your individual restaurant? The answer is the same as “do you want fries with that?” Yes. Though it may seem daunting to add another channel to your marketing strategy, remember these easy tips for email and mobile app marketing and you’ll be on your way to mastering your own multi-tier marketing program.

Both email marketing and mobile apps share a number of similar characteristics – communicating value and content, building your audience, and offering delightful experiences to your customers. But like every perfect pairing, each is unique and has complementary, but different strengths. Use email and mobile apps the following ways to support your marketing to all audiences on all devices:

Email marketing

  • Send weekly or more often, predictably, and reach people on PCs, tablets, and smartphones – explore different types of emails like newsletters, happy hour specials, recipes, or chef spotlights.
  • Send emails to promote your mobile app and encourage downloads – offer incentives to download, like a free dessert, access to an off-menu “special,” or discount on your next meal.
  • Link email content to a responsive website OR your mobile app for videos, loyalty punchcards, reservations, or e-commerce on every device.

Mobile app

  • Land on the home screen for valuable branding to stay top of mind with customers – remember that diners on the go want to know the “when, where, and why” of your business – include your address, business hours, contact info, and reservation access on your home screen for ease.
  • Offer the same rich content text, images, and videos, and transactions all in one experience.
  • Reach your most loyal customers more often with push notifications, even refine your focus to nearby customers with geo-fencing – if a customer is nearby, offer them a discount or loyalty perk to get them to dine with you then and there.

Mobile Apps Program

Ready to serve up a delicious duo and get started on mobile apps to complement your email marketing? We’ve launched a brand new service that makes building mobile apps scalable and affordable. To learn more or get early access to our new mobile apps program, click through below, and we’ll be in touch shortly.

Learn More

© 2016, Tori Tsu. All rights reserved.

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Take Your Website to the Next Level – Data [Infographic]

In our first two installments of Take Your Website to the Next Level, we talked about design and messaging. In this final post, we’re going to talk about what to do after you’ve designed a clean and captivating site, created engaging and useful content, and have been up and running for a period of time. Now it’s time to find out exactly how your website has been performing and make the decisions about what to do to improve it further.

If content is king, then data is queen. 

What do you know about the traffic on your website? Do you know which pages are visited most often? Do you know how frequently visitors are returning to your site and which CTAs (Calls-To-Action) are most effective? If you’re not currently monitoring your data, you’re missing out on important information about your website visitors. Tools like Google Analytics are easy to use and available for free so you can get started right away and make the most out of your web marketing.

Once you know how most of your customers are finding your business, the better you can sharpen the messaging the customer sees when they come to your website. Discovering which keywords most resonate with your customers can inform your content. If you find that certain pages or content aren’t working, then you can begin to make changes to improve your website performance.

If at first you don’t succeed, try again.

But, what changes should you be making? What do you focus on first? Is your new idea better than your last idea?

Before you start blindly rebuilding your website, try split testing various pages and elements. Create a radical variation on your homepage and call it “Homepage-A.” Create a second “Homepage-B” that is different than your current homepage, but with mild differences and updates. Using a tool like Optimizely will allow you to have the different versions of your homepage running concurrently. A third of your audience will see the new Homepage-A, a third will see Homepage-B, and the rest will be served your old page as a control. This will allow you to test how your new ideas stack up against each other, as well as how they stack up to what was already there.

Started from the bottom, now we’re here.

Once you’ve implemented analytics and A/B testing, and become a data-ninja, you can use your new skills and insights to maximize user traffic to your website. In the last section, we’ll talk about what you can do to increase a customer’s likelihood of finding you through search engines such as Google, Bing, Yahoo, Ask, etc.. 

SEO (Search Engine Optimization) is a giant ball of string. It’s complex and easy to get lost, but, there are some easy things you can do to unravel it in the right direction. You may even start seeing immediate improvements in your website’s performance.

Keywords – Keywords and phrases are information that search engines will specifically target. Let’s say you sell beaded jewelry. You have a website that shows your current stock. Someone looking for “beaded jewelry” may type words into a search engine, such as; beaded necklace, colorful earrings, fun bracelets, casual jewelry. Search engines will allow you to buy into certain keywords and in return, they rank you higher when these keywords are searched. Your initial goal may be to get in the top three pages, with the eventual goal of getting on the first page of a search term or keyword.

These keywords are words that you will want to pepper throughout your site in copy, meta-data, maybe in some headlines and page titles, and possibly even in some of your internal URLs.

If your business is ready for more advanced SEO, we highly encourage you to hire a professional. Deluxe SEO Services will direct customers to your website, get you front and center on search engines, and produce immediate results. Get started by telling them about your business.

© 2016, James Hummel. All rights reserved.

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