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5 Reasons Why You Need a Company Newsletter

5 Reasons Why You Need a Company Newsletter

If your organisation has yet to establish an e-newsletter, then it’s time to jump on the bandwagon! Why? When someone subscribes to your business newsletter, they’re displaying an interest in what you have to offer – which means they’re a prospective client. And in the instance of subscribers who are already clients, a newsletter is a great opportunity to keep your company front of mind for any future business. Staying in contact with these leads means that they may be more likely to contact you when they are ready to buy something you offer, even if it’s not the product or service they originally had in mind. And being familiar with your business name means they may also mention you to other potential customers! Here are five reasons why having a company newsletter is important. 1. To capture leads Getting people to sign up for your newsletter is called ‘capturing leads’. It’s an important process for more than one reason – not only does it increase the size of your lead database and allow you to maintain contact with people who may turn into clients, it gives you valuable information about the type of individuals and businesses who are interested in your products or services. Newsletters and e-books are both common methods of lead capture, and for very good reasons. 2. To nurture leads This is the process of staying in touch and developing some of those leads until they become paying customers. This is done by providing useful information that can help them solve their problems, and creating a demand for your services or products with the content you...

5 LinkedIn Strategies That Work

LinkedIn can be an excellent platform for companies operating in the B2B space, offering opportunities for wide exposure across particular industries, and helping to attract new customers. You might already be using LinkedIn to share content, grow your networks and build your company’s brand as part of an overall content marketing plan, but are you using it effectively? Here are five strategies to get the most out of using LinkedIn. 1.  Start an (attractive) Company page First impressions count. So when developing your Company page on LinkedIn, you need to display your brand, and show some personality. Choose imagery that is eye-catching, and provides a clear idea of what your company is about. You should also dedicate some quality time to writing those first few lines about your company. This is your opportunity to showcase what you’re about, and be engaging enough to encourage people to read more. Treat all the copy on the Company page the same way you would any content for the web, and optimise for search engines. Use keywords throughout the content to help your page pop up across your LinkedIn networks, and to be found by your target audience. If you’re not the best at writing content, seek out a professional content writing service. 2. Create a Showcase page A Showcase page on LinkedIn allows you to extend your company page presence by establishing up to 10 pages about your various products and/or services. You can then adapt your messaging on each page according to the specific audience you wish to attract and build a relationship with. For example, Adobe has multiple Showcase pages to suit their...

B2B Content Strategies by Platform: What Works Best?

While the overall content marketing strategy sets out the ‘big picture’ plan for your marketing activities, including your audience, goals, type of content, brand voice, channels, frequency, and measurement, have you taken the time to consider implementing individual strategies for each content platform you are working with? We have compiled some great B2B content strategies for key platforms, to help you get the most out of your activities and reach your marketing goals. Blogs Develop a content calendar – Mapping out your blog topics weeks or months ahead ensures that you cover off a range of areas of interest and you’re not trying to come up with ideas on blogging day! Sometimes, just coming up with great titles can help spark some blogging inspiration further down the track. The titles can give you focus, and provide something for your team or outsourced content writers to flesh out. Develop evergreen content – Evergreen content refers to any information online that will continue to be relevant and never become outdated. This could include ‘how-to’ tutorials, top tips, product reviews, or videos. Make sure your content is search-friendly, so it can be seen, shared and linked for many months – or even years – to come! LinkedIn Use SlideShare presentations – SlideShare provides you the opportunity to reinforce your expertise and build your reputation as a thought leader by sharing useful information among your LinkedIn followers. You can upload presentations, infographics, documents and videos for free. Use video – By uploading a video, you are able to humanise your brand. You may wish to upload an interview, snippet of you or a colleague speaking at a conference,...

Digital Marketing: Metrics That Matter

Ultimately, you established an online marketing strategy in order to get positive results for your organisation. But how do you know if your efforts are working? The answer to this question is – analytics. By becoming well-informed about your sales funnel via metrics, you can more easily increase sales and improve results by knowing where to apply your budget, and which areas need improvement. In digital marketing, specific up-to-date metrics across the spectrum really do matter. For example, if you’re getting plenty of website visitors, but have a lousy conversion rate, then you are practically in the same position as an organisation that has a lot less visitors but a higher conversion rate. If you’re spending money on professional content writing services, you’ll want to ensure the content is bringing results. Metrics allow you to clearly see where issues lie, and take steps to address them. Here are four key areas where knowing your metrics can make a big difference to the overall success of your digital marketing. 1. Exposure/reach Exposure and reach relates to the potential audience for your website and social media messages. This can be measured by looking at your web traffic, and total followers. Firstly, when reviewing your analytics platform, you need to ensure that the bounce rate is kept to a minimum. This is important because it means that you’re attracting the right type of people, and are keeping them engaged with relevant website copy. If you have a high bounce rate on your homepage, you either have to re-assess your SEO marketing, or re-assess your website layout. Perhaps it needs to be more user friendly,...
How to Develop a Content Marketing Strategy Template

How to Develop a Content Marketing Strategy Template

Benjamin Franklin’s famous quote “If you fail to plan, you plan to fail” is never more relevant than when preparing a successful content marketing strategy for your organisation. A content marketing strategy is an extension of your company’s overall marketing strategy. Your brand positioning, competitors, sales goals, buyer personas and the like should already be covered in the main marketing strategy document. The content marketing strategy should focus on how your content marketing activities, such as e-newsletters, e-books, blog writing and social media, fit into the big picture. It’s vital to document your content marketing strategy, to ensure everyone in your team is on the same page and that content marketing activities run according to plan. Here are some of the basic elements to include in your content marketing strategy document. 1. What are your goals? First and foremost, your team (including your freelance article writers) need to have a thorough understanding of your company’s goals and what you hope to achieve from content marketing. More sale conversions? Higher website traffic? Increased subscriptions? Put together a content marketing mission statement, which should be referred back to frequently as a pulse check to ensure that everything is on track. 2. What is your brand positioning? What makes you unique? Have a think about how your organisation fits within the industry among competitors and what sets you apart. Keep this in mind when creating copy because this will be highly influential over whether your audience follows your social media posts or subscribe to your e-newsletters rather your competitors. 3. How will you measure your results? This point should be reflective of your goals outlined above. You...
7 Steps to a Winning Content Marketing Strategy

7 Steps to a Winning Content Marketing Strategy

According to Joe Pulizzi of the Content Marketing Institute, 2014 saw a slight drop in the number of Australian marketers who consider their company effective at content marketing – down to 29% from 33% last year. However, companies with a documented content marketing strategy in place fare better, with 44% of marketers saying they are effective at content marketing. For those going it along rather than engaging a content marketing service, here are seven basic steps to creating a winning content marketing strategy for your business. Step 1 – Determine your audience Create a fictitious persona of the type of person you’d like to engage with. Who are they, what are their interests, what challenges do they face, what are their goals in life? Step 2 – Set your goals Determine what you want to achieve from your content. Perhaps you’re looking to create awareness around a certain product or increase the number of leads from your website. Your strategy will be based around these goals. Step 3 – Determine what type of content to share Based on your buyer persona, what type of content will address their pain points? Perhaps your customers are after an e-book on effective time management. If your goals are to increase leads to your website, you may decide to publish this e-book offer on your social media channels, so your customers have to click through to your website to download it. Remember to share knowledge generously in order to build trust and your reputation for expertise. Step 4 – Identify your brand voice Determine the voice you will use throughout your content. This...