Artificial intelligence, as the name suggests, is the ability of machines to think, analyze, and respond like humans or, in other words, mimic human intelligence. A self-driving car is the best example of how a machine can perform complicated tasks that involve intelligence, data analysis, and critical decision making. The idea of AI marketing covers a broad range of capabilities from voice and image recognition to machine learning and semantic research. Any smart device exhibits some level of machine learning machine learning and thus falls under the category of AI.
In online marketing, AI enables marketers to develop truly personalized and relevant interactions with their audiences. Marketers depend largely on tools that can streamline their operations by eliminating lengthy manual work such as sending personalized emails to thousands of potential customers. The ability of computer processors to collect and analyze huge amount of data can help marketer make better decisions. Following are some of the areas in online marketing where AI can bring about dramatic improvement:
It is of paramount significance for a business to understand its customers by categorizing them as segments. As a growth-oriented brand, your success largely depends on how well you segment your market and reach relevant audience. We live in a data-driven, hyper-connected world where technology plays a crucial role in shaping human behavior. AI systems have incredible filtering and associative power to hone and engage ever-growing data.
AI Powered Chatbots
Intelligent chatbots are transforming the way customers connect with the brands. Many businesses have already been using live chat bots or AI systems to deliver customer experience in which customers cannot tell if they are talking to a computer. Chatbots can really help you set your site apart in an increasingly competitive environment. Following are some of the unique benefits of AI chatbots:
Content marketing with AI generated content
It may sound impractical at this moment to say that content marketing will die to robotic AI one day. Nevertheless, machines have already started writing pretty good content for marketers. Gartner reveals that by 2018, 20% of business content will be authored by robots. Wordsmith is one of the examples of AI systems that turn data into human-friendly text. AI cannot fully replace human content writers. However, it can help marketers produce content based on market data and financial reports.
Personalized web experience
AI makes it possible for you to deliver personalized user experience. It helps you display personalized content and offers to all your prospective customers by analyzing their devices, interests, locations, age, gender, past interactions, etc. It also sends emails automatically to visitors based on their recent interaction with your site.
Also read these 15 examples of artificial intelligence in digital marketing
Businesses are all about solving complex problems for their customers. With the help of AI, companies would be able to deliver highly customized user experience.
Freelancing is currently a $300 billion dollar global industry, with everyone focusing and striving toward ‘work-life-balance’ and ‘a lifestyle-choice’ freelance career option is becoming more appealing. However, this radical change is only possible because of the growth of internet penetration at an exponential rate and with that, providing ocean of opportunities in the freelancing market.
African countries have lately seen massive outbreak in the field of internet and telecommunication. Statistics reveal that the progress is most significant in Nigeria, with more than 2/3 of the population having access to the internet connection. The number of internet users in the country have significantly increased from 1,749,138 to 67,101,452 in last 10 years. According to Digitxplus.com research the internet usage between year 2009-2013 has experienced a phenomenal growth of 102% in Nigeria. Having said that, majority of Nigerians are still unaware of the freelancing opportunities internet can provide as a source of earning income.
The available jobs within the country are simply not enough to meet the growing number of unemployed in Nigeria. The unemployment among the Nigerian youth has reached an alarming rate. According to Nigeria’s National Bureau of Statistics (NBS), the unemployment stood at 6.4% in the year 2014 and had increased to 7.5% for the first three months of 2015. Every year 6 million Nigerians graduate of which only 10% are often employed, this is a shocking revelation. As they rightly say; “the devil finds work for the idle hands” leading to issues such as high crime rates.
Entrepreneurship is major drive of economic growth and development. This is where the concept of “Self-Employment” or “Freelancing” becomes imperative, not only for the individual but on the economy as a whole. Today, freelancers are working online more than ever before and many even earn 100% of their income online. It is mind-boggling to see how over 35% of the U.S. workforce is working as freelancers; in fast rising developing economies like India, freelancing is becoming increasingly relevant. Country like Nigeria too must take advantage of self-employment, considering its rate of unemployment.
One of the most effective ways to start freelancing is by starting a service based on the skill one possesses. If you have the skills, digital world has the plethora of opportunities for you to explore. You can be a writer, web developer, designer, HR professional, teacher, translator or even a photographer. For example, there are sectors like Agriculture which is a big boon in Nigeria. You can write a blog on crop farming, poultry farming or even fish and snail farming and promote your services online. There are also many freelancing websites such as freelancer.com, upwork.com, peopleperhour.com and freelancercareers.com one can register in. It is a great tool to showcase talent, gives you the freedom to work from anywhere, earn income way above average and above all be your own boss. Not only that, it will also help tackle issues such as unemployment, social unrest, mass migration or brain drain, and help reduce the frustrated youth. You can earn your income as freelancer from Nigerian sources as well as international sources.
Nigeria is at the threshold of opportunities; making the right move in the right direction will plummet Nigeria and the Nigerians into the realm of endless possibilities. There is a steady need to encourage the concept of freelancing. It will not only curtail unemployment but will contribute in earning income to live a good life thereby contributing to socio-economic development. As the economy grows and stabilizes, the social tensions associated with unemployment will gradually supress thus increasing the need for more freelancers. It is about time we realise how freelancing has so much of potential to bring about a positive change in Nigeria.
Can you believe it? It is actually 2017. Three years off the big futuristic 2020. While you are recovering from the Christmas period ( /eating your body weight in cheese boards and leftover dinners) we thought we would give you some top tips on how to market your business in 2017. Is marketing in 2017 that different to 2016 I hear you say… Well, yes, slightly. This year we can use what we learnt in 2016 with our predictions and knowledge of what 2017 will bring to create the best marketing strategy yet. So, stop what you are doing and read these tips on how to start 2017 with a bang.
The number of people that check websites, marketing material, and social media on their phone is enormous and ever growing. I exclusively use Facebook on my phone, very rarely logging in on my laptop. Therefore, any digital marketing material needs to be accessible and look good and professional on mobile devices. However, this is only going to increase in importance in 2017. But how? Well, the number of Americans sporting wearable mobile devices (e.g. smartwatches) is projected to increase by around 60% this year. This means that you need to produce content with this in mind and create specific content for this precise audience. This content needs to be great, look great and work great! There is a crazy statistic about how most users won’t wait any longer than 10 seconds for a page to load. If you make your mobile page slow, then you are seriously reducing your audience. The key message from this is that your content needs to be accessible on as many devices as possible and mobile does not just mean smartphone. So, get adapting!
2. Company Transparency
There has never been a time where this message resonates so strongly. With the freedom of the internet and privacy now being a novelty, companies now have to adapt to this. Competition is no longer restricted to your local area it is worldwide making it a much harder and more competitive market to work on. Working on this global market means that specific good business traits are key, transparency being one of them. Transparency (okay, maybe not complete transparency) will increase your customers trust in you and make you seem more like a person than a service. If you are open with your customers and honest when you have problems, then they are much more likely to be empathetic and become a reoccurring customer. However, if you lie, even if it is to cushion the truth of why you can’t deliver their expectations, then when they eventually realise the truth the relationship based on trust will be broken. This will make your customers a lot less likely to become a loyal customer and go to your other competitors. Every company experiences issues but transparency with your customers makes a huge difference. Marketing wise, you can market happiness guarantees as a unique selling point with the promise of discount or free services if the customer is not completely happy. Companies can also be transparent through social media marketing, giving customers and followers an insight into the companies work life allowing them to understand the inner workings of the company. The more your relationship with your customer becomes personal not just functional, the more your customer feels invested into your company and is less likely to change allegiances and use your competitors. 2017 will just increase this need.
3. Increase Email Marketing Budget
This may seem like an odd one. Email marketing has been around for ages, surely it is dying out? Well, no. How many times a day do you check your email whether it is for the latest ASOS sale or a reply from your IT support company about your printer breaking? Well whether it is 5 or 50 times a day, email marketing makes a difference to your life. Although email service providers are cracking down on spam and therefore the amount of emails getting to people’s inbox, email marketing is still a crucial marketing tool profits wise. The return of investment on email marketing is still the highest out of all marketing strategies- around £38 to every £1 spent. There are loads of handy tips, such as not using more than one call to action in an email campaign, which will increase your ROI (return on investment) once you have invested into email marketing. However, the key point is that email marketing should still be a priority. Creating short, concise, well-written emails will have a massive effect on your business. So, really if you are not investing in email marketing you are not making the maximum ROI.
4. Content is King but Appearance is Queen
You have heard it all before, content is king, without good content, you will not get readers etc. But if content is king, appearance is queen. How many times have you clicked on a website, realised it looked like a five-year-old made it and clicked off. Regardless of the standard of the content, I will not read a web page if I know that within a minute my eyes will start to blur at the rubbishy font, lack of spacing and no images or interactive content. Infographics are the new how-to blogs with better reader and click through rates. If you make the most incredible blog full of unique content that will undoubtedly provide so much value to your readers, make sure you break the text up into consumable chunks and put it on an appealing, well-designed website. The number of bloggers and help pages is only going to increase in 2017 so make sure your website is appealing to all your target audiences.
5. Videos are Winners
Following on from above is the idea that content is king if presented in the right way. Videos have revolutionised the way we learn, especially short, snappy informative ones. Perhaps the most watched videos on Facebook are the Tasty videos which show people how to cook delicious recipes in 30-second videos. These videos are the perfect marketing tool as they go viral in minutes. Creating videos in a similar template would help most businesses expand their audience and increase popularity. Animoto stated that 4X more people would much prefer to watch a video about a product than read about it. This means that if you placed the same information into a video, you could potentially get around 4 times more viewers- just like that. Creating webinars is also included in the winner section. They are a great way to provide a valuable tool to your audience, one that doesn’t involve hosting an event and providing snacks! This emergence of video popularity is only going to increase in 2017, so get reading, find a decent recording device and get creating.
6. SEO is Still Crucial
Maybe one day, when Google aren’t the leaders of the search engine world, SEO will be less important. However, looking at 2017, it does not look like we can start slacking on search engine optimisation. We need to continue to focus on the way we can up the ranks on our specific keywords, whilst constantly being adaptable to Google’s new algorithms. By finding small tricks and working really hard it is possible to get to the top of the list even on some of the most popular keywords. SEO is so important in driving more repeat visitors as the more they see you in their search results, the more you will become a company they recognise and trust. Pay per click is dependent on budget, organic search will always be based on hard work.
That’s it. Our initial tips for 2017. Nothing too revolutionary but important in seeking which trends are worth investing in. It is always important as a marketer to try new things but also to keep with the old worthwhile tricks and techniques which we know bring results. What are your predictions for 2017 or do you have your own New Year’s marketing resolution? Watch this space as there will undoubtedly be more marketing tips to follow.
Republished from Lucidica.com
It’s that time again. Time to start planning ahead for the New Year and setting goals for your business to reach in 2017. Content marketing has dominated 2016 and content marketing trends are only going to continue to raise the bar for businesses looking to elevate their brand. As you start strategizing with your team on ways to increase brand awareness and elevate your brand you need to start analyzing what strategies worked and what didn’t over the past year. Without that starting point you’re likely to repeat the same strategies that just don’t give you the results you need.
With that being said new trends are on the verge of booming in the digital marketing world and your business needs to embrace them. These trends are essential for both B2B and B2C companies and will enable you to position your brand as a leader in your niche industry.
Create a Real Content Strategy
It is a known fact in the marketing world that a company that has a clearly documented content strategy that is consistently reviewed and followed will succeed far more than a company who does not. Your team needs to start focusing on driving value outside of just your products and services. Focus on ways to elevate your brand through different outlets.
For example, towards the end of 2016 we saw live streaming really emerge online. It is only natural that 2017 will increase the popularity and creativity used for live streaming. Live streaming creates and effective way to offer tours of your office, product development scenes, launch events, and a surplus of exclusive content for your audience. There is no better way to personalize your brand than to give your audience and potential customers a look at who your company is rather than just what your company sells.
Don’t Skip Email Newsletters
So many people think email is dead. It’s not. Email marketing is very prevalent for brands that are looking to increase ROI are constantly improving and tweaking their strategies and results to elevate their brand; this includes email marketing. Email open rates are continually increasing and B2B companies who use email newsletters as a way to share information with customers and prospective customers really need to sink their teeth into email marketing going into 2017.
Review all your past newsletters and see which ones got the most opens and interest. From there with scrap what didn’t worked or tweak those newsletters going into 2017 into a product that will work.
Tell a Story
Even if you have the best eyeliner on the market, if you aren’t investing time to creating a story behind your products then 2017 will not be your year. Storytelling is looking to become an important part of content marketing in 2017 and your business shouldn’t fall behind the curb. We’re not just talking about blogging just to have a blog or tweeting just to tweet, we are talking about engaging with your audience and creating a story with them. Storytelling is an easy way to boost your ROI.
We will look back at 2016 as the starting point. A starting point for many trends that will elevate content marketing in 2017. Will your company go into 2017 conquering these trends? Or will you wait and see how these trends play out for your competitors? Think about it, start strategizing, and see your brand elevate in 2017.
Chatbots are offering companies the opportunity to interact with their customers to create a personalized experience. Most marketing firms say that chatbots will be one of the defining tools for any social media marketing strategy for 2017. As with any new technology, companies need to figure out how to incorporate them and how to effectively create a value-add for their businesses. This article will not only define chatbots but give five specific ways to use them effectively.
What is a Chatbot?
Chatbots are artificial intelligence that talk to clients on your behalf using scripts. They can recognize basic language and answer some easy customer questions by direct message. The nice thing about chatbots is that they are giving small and middle sized businesses a way to personalize the experience while also cutting employee costs. Businesses no longer need to hire a live person to answer the repeated basic questions that a lot of customers have. Research shows that most customers want the ability to use online messaging to interact with businesses day and night for customer service. However, customer service isn’t the only reason to employ chatbots for a business. When people think of artificial intelligence, they automatically focus on The Terminator. While chatbots are not dangerous droids trying to destroy the world, they can turn your marketing strategy into a killer.
Personalize and Target
Chatbots save information provided by your customers. Using chatbots allows businesses providing the individualized content that consumers want by talking with them. They also save information making future interactions even more personal and even more useful. This kind of marketing strategy is one of the top trends for 2017.
Furthering the Reach
Facebook, Apple, Google, and Microsoft have all opened up their messenger applications to chatbots. This means that with access to more people through more platforms using chatbots, a business can expand its reach. Instead of trying to guess what people want from the company, the company can now ask and tailor its supply to those demands.
No matter what service or product a business provides supplementary information always adds to the personalization of the marketing campaign. Using chatbots, companies can also send push notifications about events and other attributes. Chatbots that save and track personal preferences can create additional customer trust and loyalty.
Online business is global. A small startup can reach all the way to the other side of the world. However, an international marketing strategy traditionally requires being multilingual. With chatbots, a small company can translate its messages into a variety of languages. Instead of limiting yourself, you can expand not just in terms of interest demographic but in terms of physical location. Speaking in the same language as distant customers means that you are able to interact in new ways and build a new sense of trust.
With personalization becoming a strategic marketing tool for 2017, the cost effectiveness of that personalization needs to be determined. Companies looking to have more meaningful interactions with their customers with a strong ROI need to begin to use chatbots.
Video virality works along the same lines as good management. Instead of people managing employees, however, the video manages customers. In this way, the “heart, hand, head” management style woks to create a video message that your target demographic will remember in a way that makes them want to purchase your product.
What is the “heart, hand, head” management style and how does it apply to video virality? In management speak, you need to get people on board by building relationships, get them to act based on your goals, and plan for the future. Marketing works the same way except you aren’t the room with your team.
Neil Patel, the number one marketer in the world according to Entrepreneur Magazine, argues that virality is more likely to come from generating a list or creating an infographic than by making a video. https://www.quicksprout.com/2016/10/28/the-anatomy-of-virality-how-to-engineer-the-perfect-viral-blog-article/ However, Mr Patel’s anatomy of virality overlaps perfectly with work done by Wharton School of Business professor and video virality expert, Jonah Berger who argues that stories are the way to call consumers to action so that they are more willing to purchase an item because you’ve gotten into their heads. https://www.curalate.com/blog/jonah-berger-summit/
Video virality is about telling really great stories that get people talking. In order to do that, you have to tell stories that both get your target market emotionally involved and give the people sharing it a sense of purpose. In order to get them to share it, you have to somehow make people feel special in some way so that they feel that sharing it makes them look cool to their friends.
If you’re looking at an example of a perfect mesh of video virality, the Budweiser advertisement from the 2016 Superbowl is perfect. A tiny mule helps herd the much larger Clydesdale horses. As a human couple looks on, they smile saying “that’s true love” while the mule brings two horses together and the horses nuzzle. After that, the advertisement adds social currency by providing information about an equine therapy non-profit. This video hits every virality button. It tells a love story that appeals to the fundamental human desire for relationships. It leverages the triggers of social awareness through the partnership with the non-profit group which also gives the advertisement the practical value and social currency of insider information about a new way to help people and feel good about themselves.
So, what can you do with your marketing videos to make them viral?
Appeal to the heart by telling stories. Telling a story people want to share means creating a video that matches market values and endorses individual identity creating social currency. Start with things to which basic human emotions are drawn in order to build a relationship with your customers. Focus less on your product and more on the emotional connection your demographic has to an idea. There’s a million beers in the world, but only one has really fluffy horses.
Appeal to the hand by making people feel as though buying your product has a greater purpose than owning something and leads them to act on their emotional beliefs. When people distinguish your product or service as something that adds value to their lives or to their identity, then they will act on their desires more. This action is exactly what will motivate their desire to spend money and what your video marketing can do to enhance your product sales.
Appeal to the head by planning a series of advertising videos that all correspond to the same story or characters. This kind of forward thinking will help keep your product in your market’s minds even between video releases.
By applying the “heart, hand, head” marketing strategy to the six tips of video virality, you can effectively manage your marketing demographic into purchasing your product or service.
Digital marketing is at its peak. Small and large businesses are learning that without a digital marketing strategy they are losing out on large portions of prospective consumers. Even with a large amount of website traffic your business could fail without the processes that allow that traffic to convert to leads. Digital marketing has become a businesses best bet at beating out competition, generating leads and sales, and surviving in a fast past environment.
Creating a strategic plan, putting in the work and time can all help you reap the benefits of digital marketing. Below are 7 reasons why your business will grow with digital marketing.
#1 Digital Marketing is More Cost Effective
Traditional marketing efforts are costly. With digital marketing you can attract the right audience, increase brand awareness, and generate leads in a more cost-effective way than digital marketing. With digital marketing it’s also easier to modify your budget based on your analysis. If one method isn’t work you can lower your budget to fit another method or strategy that will work.
#2 Digital Marketing Converts
Digital marketing has become the easiest way to take a potential customer, start a conversation with them, and deliver a call to action. SEO optimization, a social media presence, and email marketing have all been proven to increase conversions rates with measurable results. More and more businesses are beginning to conversion tracking into their digital marketing strategies in order to learn what is working best for their business. This makes marketing your product or services online and measuring the conversion rate easy through accessing the emails you get through landing pages or the conversations you have on social media.
#3 Digital Marketing Builds Relationships
With digital marketing, businesses are able to discover what their targeted audience wants simply by conversing with them online. You can build your customer base, increase client retention, and show your audience your appreciation through email marketing discounts and coupons and on social media or blogs. By becoming more “real” instead of just a business people can begin relating to you and what you can deliver them. This will help them remember your business. Digital marketing also helps reputation management. Unsatisfied customer? Talk to them about their concerns via their Twitter mention and you could win back their business faster than you would be able to without that conversation.
#4 Digital Marketing Builds Brand Reputation and Awareness
Let’s say you have a customer who bought your product, they voiced what they liked or didn’t like about it on social media or their personal blog, you responded with a discount, and they told their friends about it. Instant reputation and brand awareness! Not only that but you’re building trust with your customers this way as well. People want to buy from companies they respect and trust. Digital marketing helps in those efforts.
#5 Digital Marketing Ensures Online Survival
The internet is everywhere. On our phones, tables, and even televisions. Businesses who don’t make the effort to build their online marketing strategy in order to generate leads and conversions won’t survive in the digital age.
#6 Digital Marketing Works on Mobile
It has never been more important to market to your audience wherever they are and this includes marketing your business to the mobile market. Having an easy to navigate website, shop and buy options and easy access to your services from a mobile device will allow you to target an even greater audience to close more sales and help you build your brand and grow your business.
#7 Digital Marketing can Help Your ROI
The options are endless when you use digital marketing techniques to grow your business. Along with these top benefits, the one that you will see the impact on the most is your return on investment (ROI). If you implement your online marketing strategy the right way, it will start to become automated, more steady, target a larger audience overtime, and allow you to get better conversions which will increase your ROI.
Digital marketing has revolutionised the process of selling. It has meant that instead of your sales directly correlating to the standard of your TV/newspaper advert, it is now all about likes, follows and retweets. But how do you increase your social media presence in a way that doesn’t include investing in pay per likes or paid advertising? Social media is undoubtedly important in the new digital market which is why it is vital for all businesses to get the low down on when, how, where and what to post.
The infographic below is a breakdown on how to post on Facebook, Twitter, Pinterest and Instagram. They all have their different uses and therefore require different content and focus to be successful. I have used statistics and proven tips to show you how you can utilise social media within your business. Enjoy!
Republished from lucidica.com
With the advent of the camera phone, video “production” began to rise. Videocameras were and are more affordable and accessible than ever; they’re even built into our phones. This trend only continued with the sale of the GoPro, and the rise of YouTube. Now, there’s vine, Vimeo, and loads of other video hosting that are on the rise. More and more devices are able to play and stream videos, thus more and more people are watching videos.
This is incredible news for marketers. The popularity of video content is skyrocketing, giving businesses tremendous opportunity for SEO and sales through the use of video content marketing.
Video Opens The Doors to a Massive Market
By 2018, 79% of all internet traffic is expected to be video. After reviewing dozens and dozens of statistics, I have not found any indicators that do not suggest growth. And this trend in growth is expected to continue, or even increase. According to YouTube, the number of people that watch videos each day has increased by 40% within the last year . It’s simple: video content gives you access to all of this, and all of these people.
Why Is Video So Popular?
Not only does video open the doors to all of these viewers, but it also increases viewer engagement. According to this Forbes article, adults are 39% more likely to share video content and 56% more likely to ‘like’ video content than a traditional text blog.
Video content is so popular because audience engagement occurs so quickly. Assuming that you need to engage your audience within 10 seconds, video content is the best for achieving rapid engagement. Refer back to my previous article about marketing to millennials; you’ll notice that I mention that visual content is key. But if a picture is worth a thousand words, then a video is worth a million.
Search Engines Favor Video:
Video content has a direct impact on search results. Rich content, including video, is favored by search engine algorithms. Furthermore, search engines, like Google are constantly adjusting their algorithms to give their users a desired experience. Because videos are cherished by all, they are consistently featured as the top results on Google.
However, you must keep in mind that there are probably thousands of cute pet and baby videos out there, so standing out among them is no easy task. The first step to optimize your video content is to make sure that it is actually good content. Frankly, people will not share bad content. Your video should be engaging, entertaining, informative and easily sharable.
To make sure people are able to find your video when searching, you need to use keywords and tags in your title, filename, transcripts and headline. That said, it is extremely important that you ensure the tags are actually relevant. Sites like YouTube typically no longer prioritize videos based on number of views; instead they are based off of relevance of the search, and “view time“. Think of this like the bounce rate; the longer someone spends watching your video, the better. So if your tag includes “cute puppy,” but your video is actually about technology, then people will likely click out of your video pretty quickly, and this negatively impacts your ranking.
Does Hosting Matter?
For many, the first choice for a hosting site is YouTube. While it does have a great deal of unique visitors (and therefore a lot of people that could see your video), hosting through YouTube gives you less control over the ownership of the content.
Paid sites give you more ownership and control, and you can promote your video through social media to increase exposure. Ultimately if you have a good quality video that is appealing to your audience, and you properly promote your videos, you will get the desired audience and traffic.
Perhaps you are creating beautiful infographics, publishing quality blog posts, and deliver meaningful but quirky tweets on a daily basis. But, even with all this, if you aren’t delivering the needed results of your content strategy then this content isn’t worth much, is it?
With any content strategy, tracking and measuring to determine ROI is essential. It’s important to know how well your content marketing strategy is working and if you’re getting the reach and identified results wanted. There are so many choices to use in order to measure the success of your content marketing strategy but one that you’ll find most marketers using is Google Analytics.
Google Analytics is an extremely powerful tool, but it can be really confusing at times too. In order to not get lost in the innumerable amount of data Google Analytics offers it’s important to determine your content marketing goals. Once you determine your goals you can then look for the exact subsets of data that’ll tell you what you need to know.
Here are a few ways you can use Google Analytics to your advantage and get the measurements of your content strategy.
Time on Page
When measuring traffic on a page is important to remember that seeing a high volume of visitors on a page doesn’t mean your content is a success. You may have a great headline, or the SEO tactics you’re using on your page may be working. However, in order to determine if the high volume is really related to your content you should pay attention to the average time-on-page data.
If you visitors are spending a significant amount of time on your page then you can safely say there’s a reason for that – your content is working.
Each company has a different definition for what a conversion is. For some it’s an email and contact info (a lead), for others it’s a complete purchase. When it comes to content marketing, anything from a sign up to a download can be measured in order to determine a conversion rate. With Google Analytics, you have to set up a “goal” in order to track conversions effectively. There are different types of goals in Google Analytics:
By completing a specific goal a conversion rate can be tracked. For example, if “destination” is set as a “thank you” page for downloading an eBook when a user downloads the eBook and lands on the “thank you” page once done then that creates a conversion tracked by Google Analytics.
Knowing your conversions is essential because you learn how many people are consuming your content.
Did you know that referral traffic is another way to measure your content marketing success? Basically referral traffic is traffic to your site that originated from another source. Google Analytics tracks referral traffic when a user clicks on your site or page from a source like Facebook or Twitter. There are a couple of different ways that you can measure this traffic, by using the referral traffic report or from the list of secondary dimensions on a page-by-page basis by choosing “referral path” or “full referrer”.
There are a number of different ways to use Google Analytics to measure your content marketing strategy depending on your specific goals. Whether you want to measure overall traffic or conversions Google Analytics provides an analysis that is abundant and useful for measuring the success of your strategy.
Image source: http://www.eqtm.com
Nigeria’s economy is in recession and that is a direct consequence of a lack of economic diversification. For far too long Nigeria has relied on oil revenue almost to the point of neglecting other equally or perhaps more important economic drivers such as science and technology.
But a sharp decline in global oil prices coming at a time of over reliance on oil revenue has badly exposed the vulnerability of Nigeria’s economy. However, it is not too late to salvage the situation. The government must now support tech innovation because local startups have the potential to help the country deal with its burgeoning unemployment numbers and boost government revenue now that oil alone cannot be relied on to fund the national budget.
Things are so bad that the National Bureau of Statistics (NBS) has termed as the current situation as the worst recession Nigeria has seen in 29 years. According to NBS, unemployment is on the rise and unemployment rate among the youth is especially worrying. Unemployment rate in Nigeria rose stood at 10.4% in the fourth quarter of 2015, but rose to 12.1% in the first quarter of 2016 and rose further to 13% in the second quarter of 2016. Youth unemployment stood at 49.5% in the second quarter of 2016.
Despite the gloomy picture, there is an opportunity now for Nigeria to not only pull out of the prevailing economic downturn, but also protect against future economic recessions. Investing in technology is the answer. The government should allocate more economic resources to programs geared toward technology innovation and enable an environment that will support better utilization of new and existing technological capacity.
Pan-Nigeria innovation conferences can be used to light up the fire of technology innovation among the youth across the country. Though technology is helping transform many global economies, Nigeria lags in global innovation ranking of nations. Dr. Ogbonnaya Onu, the minister of science and technology, recently disclosed that in the 2015/2016 Global Competitiveness Report, Nigeria ranked 106 out of 140 nations on Technology Readiness and ranked 117 out of 140 nations on Innovation. A shortage of government funding for technology R&D can be blamed for Nigeria’s poor innovation ranking on the global stage.
Private entities can be seen trying to help Nigeria raise its technology innovation profile. For instance, the Chan Zuckerberg Initiative (CZI), run by Facebook founder, Mark Zuckerberg, and his wife Priscilla Chan, alongside organizations such as Google Ventures are among the backers of Andela, a startup focused on training and deploying software developers.
Andela has offices in Lagos and Nairobi and it is the process of expanding to more locations in Africa. Though Andela is on a noble mission, it only accepts a small number of applications from prospects. So far, out of more than 40,000 applications, Andela has only accepted 0.7%. That means that Nigeria needs more programs such as Andela to take advantage of economic benefits that come through technology if the country is to diversify its economy away from overdependence on oil revenue.
But fostering technological innovation relies heavily on the funding the government is willing to give to the sector. Perhaps it should dawn on Nigerian economic policymakers that technology has become so important in global economic growth that a country can only ignore it at its own peril. It is no wonder that in Africa Union’s Agenda 2063, innovation features as a major theme of economic transformation in Africa.
Video is an excellent platform to engage your target audience and build interest in your business to help you grow your brand. This is because people tend to respond better to visual media than text media; so it’s simply a better investment to include video content in your marketing campaign. You can convey many different messages through this format and reach a wide array of audiences. Here are some tips for using this format in your online marketing campaign.
#1 Use Video Ads – Video ads are among the most powerful online ad format for generating user engagement because they’re very flexible and versatile. Your video ads can be humorous, informative, cryptic and mysterious, or carry a social message. It’s a very personal way to connect with your audience and will lead to higher click rates and conversions. You just need to plan the ad carefully and make sure the ads appeal to your audience by optimizing them for keywords because poorly planned and filmed ads are just a waste of money.
#2 Use Video Content – Your online marketing campaign needs to be versatile and draw audiences from different sources. While ads will draw in paid traffic, video content like tutorials, product introductions, and how-to pieces, etc., will draw organic traffic to your website. Such content will also help you establish your reputation in the industry and improve brand visibility. The content should be well planned, informative, well-researched, and organized well; because poor quality content will just have a negative impact on your reputation.
#3 Research Your Target Audience – Before you start making ads and video content, you need to research your industry, competition, products, and target audiences thoroughly so that you can find the right keywords to use in your videos. The content in your video marketing campaign should tick all the boxes and connect with audiences that are interested in your products and services, and will convert if the content is convincing enough. This is easier said than done because audiences are bombarded with content every second of the day and they won’t be impressed with a half-hearted attempt. When you understand your target audience well, you can plan your campaign accordingly and choose when and how to expose your content to them.
#4 Keep it Simple – People are very busy and they don’t really have time to watch lengthy videos and ads. You need to create meaningful video pieces that are short, concise, and informative. For ads, you’ll need to keep the video within 60 minutes and for tutorials, try not to go beyond 20 to 30 minutes. The idea is to provide the maximum amount of information in the shortest amount of time without rushing through things.
#5 Always Assess the Performance – You can’t improve the quality of your online marketing campaign and video content if you don’t assess how your current campaign performs. It’s vital to keep track of how your videos are received, if they’re shared on social media platforms, or if people have responded negatively to them. You also need to track which video ads and content lead to website visits and conversions.
If you keep these tips in mind, you’ll be able to develop a solid online marketing campaign with high-quality video content.
Whether you want to admit it or not, the world and by association the Internet is going mobile. In the US alone 58 percent of adults own a smartphone and worldwide there are 2.03 billion smartphone users. It’s clear that the convenience of mobile is quickly taking the world by storm and yet only 3 percent of digital marketing budgets go towards mobile optimization. If you have not implemented a mobile strategy yet for your business, you are potentially turning away thousands if not millions of potential customers.
When the first iPhone came out, it was priced at an unattainable amount for most consumers. Now, there are plenty of budget smartphone and tablet options so people everywhere can now own a smartphone. Growth is especially strong in emerging markets and, in these areas, has become the main way people connect to the Internet. Even in more established mobile markets, mobile accounts for 28 percent of the total Internet traffic and accounts for 25 percent of the total search traffic as well.
As smartphones and tablets become more prevalent, visitors’ expectations of mobile sites have increased. Visitors are expecting sites to be fully optimized for mobile, which means: fast loading speed, touch-friendly navigation, easy-to-find information and, more importantly, easy to view on smaller screens. If your site isn’t optimized, then a whopping 61 percent of visitors will immediately navigate away and will ultimately have a negative impression of your brand. If you don’t want to send your potential customers to your competitors, you need to take a mobile approach to your website design.
Unlike desktop users that will spend hours researching to find more about a produce or simply to just satisfy a curiosity, mobile users are action oriented. In fact, 88 percent of users that perform searches take action within one day. Since mobile users tend to use their devices on the go, their search is with a specific intent in mind whether it’s food, products or nearby car garages. As well, mobile users are buyers. Mobile commerce has exceeded $114 billion with that number only expected to increase. It isn’t just online shopping that has increased due to mobile devices. In-store purchases are now spurred on by mobile searches. In fact, 79 percent of consumers use their phone to help with their shopping from price comparison to reading reviews.
Google has confirmed that mobile friendly sites have better page ranking in mobile search engine results. So if you aren’t optimized, your SEO will take a very hard hit. There are several different methods of smartphone mobile site design but the one Google prefers is responsive web design. Responsive sites alter the way a page renders on various devices through the implementation of a flexible CSS grid layout. This means that no matter what size the screen is, the site will always adjust to it. Google recommends this layout as there is only one URL, one bundle of content and one HTML code, which makes it much easier for its bots to index.
To take your SEO one step further, you should concentrate on localizing your business if you do have a physical address. Something as simple as listing your address and contact information can help improve your ranking when mobile users perform a local search. Considering that 95 percent of smartphone users have looked for local information at some point, just adding this information can get your site listed higher in local searches. As well, other simple features like click-to-call and embedded links to Google Maps direction can all improve your ranking and overall user experience.
Smartphones and tablets aren’t going to go away so not optimizing for mobile is no longer an option. But you shouldn’t just implement a mobile design and marketing strategy as an afterthought. Instead, restructure your marketing strategy with a mobile first mentality and then build from there.
About the author:
Ivan Serrano is a social media, marketing and business journalist living in the Bay Area of California.
Republished from blog.flatrocktech.com
In order to stay ahead of the competition and gain success for your company, you need to have a solid digital marketing plan in place. Unfortunately, digital marketing is a very complex and versatile field and it’s hard to develop a strategy that works for your business if you don’t have knowledge and experience. There are some strategies that you should include in your marketing campaign, especially if you want your business to grow and your revenue to increase. These strategies are listed below.
It’s not really possible to make the perfect website and create an online presence that ticks all the boxes on social media, but you can try to optimize for as many ranking factors as possible.
Content Strategy-If you want to bring organic search traffic to your website, build a good reputation, get great backlinks, and increase your authority in your industry, you need good content. That requires time, effort, and research. The content should be relevant to your industry, informative, and as error-free as possible. For this, you need to plan carefully because you have to post content on a regular schedule as well.
You marketing campaign can easily grow as required from this point on, because you have a good foundation in place.
Productivity means increasing the efficiency of your working speed, organizing your stuff and doing things in a smarter way. After conducting a thorough research, here’s our pick of top 5 productivity apps.
Evernote is the most popular note-taking app on both Play Store, App Store, and even on the web. The reason behind the success is its time management and organization tools. You can use it to make fast notes, create to-do lists, snap pictures and turn any of them into reminders. The cloud-based app self-synchronizes through all the platforms, so whether you took a note on your tablet, smartphone, PC, or notebook; the contents of the notes will be instantly available on all of them. Doesn’t matter where you go, Evernote is always with you. If there’s something interesting enough, you can share it with your friends as well.
Most think that Hemingway is a grammar app, but the truth is it just helps you write clearer and bolder just like it says. The app will not correct your grammar and spelling mistakes but it will tell you what are the better words to use and when to cut-off adverbs. Hemingway also indicates if your sentences are too short and simple or too long and complex.
There are countless apps on Play Store that claim to be like this app , but the true Pomodoro Time is only available at the app store and it’s quite popular. Users love it because it is the best time management app that can do the wonders for you, especially when it comes to improving your focus. You can create multiple tasks, allocate time to them and it is done. Now you have to hit start whenever you perform a test, Pomodoro does the rest for you. You can track your daily progress, weekly progress, monthly progress and calculate your working efficiency.
Canva is a designing software that is available on both web and smartphones. It is an amazingly simple software to create cards, flyers, posters, banners, resumes, certificates, infographics, photo colleges, book, magazine & album covers, presentations, social media graphics, business cards, letterheads, postcards and much much more. It integrates a free photo editor with many filters and effects.
For those who don’t know, DropBox is a free online storage service that you can use to store almost anything. The best thing about DropBox is that you can put file of any size on your free 2GB storage whether they are multiple files of various sizes or a one big 1.99GB file, the choice is yours. Sharing options are also available, better, you can create public links as well so anyone can download your shared file. But keep in mind the bandwidth is limited to 10,000GB per day. I wanted to put DropBox on the second position on our top 5 productivity app list, but it has done something naughty and deserves the punishment to be the last. Previously you could host .html files as web pages, but this feature is going away.
I hope you like our pick of top 5 productive apps that can make your life better, faster, and more manageable.