For B2B businesses what is the most affective way of reaching your potential target market? As this article suggests over
Road Safety Campaign for Herts County Council
We were approached by Hertfordshire County Council to create a logo and advertising campaign for their new road safety initiative, ‘Put it Away’. The aim of the campaign was to educate drivers about the dangers of using a mobile phone whilst driving.
We created a logo that clearly communicated the campaign’s message using strong bold colours that would stand out and form part of the message on all advertising.
The advertising was to be rolled out across both digital and print media. The Hertfordshire Road Safety Partnership had carried out extensive research into which age groups were most likely to use their mobiles whilst driving.
The research identified the following age groups:
- 17-24 years old
- 25-44 Women
- 25-44 Men
- 45-64 Men
Different messages were required to target each age range. Facebook was used for the digital part of the campaign – its advertising platform was perfect to target the specific groups.
InSync sourced suitable imagery that would convey the campaign messages for each age range. The Facebook campaign started in early January and runs through to mid February.
In addition to the digital campaign a print campaign was also launched. Unlike the closely targeted Facebook ads, a much broader message was used to appeal to all drivers. We designed the printed adverts to communicate the message through impactful images and simple, clear text – using the logo as the sign off to the message.
The print campaign was rolled out throughout Hertfordshire across posters, billboards, on buses and petrol pumps.
Since its launch, the Put it Away campaign has been short-listed for a local campaign design award which we are very proud to be apart of. www.admedia.co.uk/2017/01/hertfordshire-cc/
If you have an advertising campaign that you would like some creative help with please feel free to contact us either by phone on 0845 468 0982 or by email: firstname.lastname@example.org
How to Get More B2B Leads from Social
Depending on who your target audience is, Social Media presents many different ways that you can interact and engage with your prospective customers. For B2C businesses social media channels are a great way for you to engage with potential customers directly, generating awareness for your brand, product or service. For B2B businesses this article looks at 3 ways that you can increase website traffic from using social media marketing.
Social media marketing, for B2B companies, often means one thing: generating new leads.
But what do you do with these leads? At some point, you’ll want them to visit your website and other web properties, where they can be exposed to more of your content, become a captive audience, and enter your sales funnel. The trick is, your social marketing should ensure this happens.
Just because you’re finding prospects on LinkedIn, Facebook, and Twitter doesn’t mean they’ll seriously consider your products and services unless they’re directed to do so. With a shrewd social media management strategy, you can create an experience for your followers that naturally funnels them towards what you have to offer, ultimately increasing your web traffic.
Web traffic is a key metric factoring into social ROI—in fact, Shareaholic reports that social media drives nearly a third of all traffic to websites—and all signs indicate it’s an increasing trend. Thus, social traffic is something that B2B marketers need to get right. Here are 3 ways you can increase web traffic via your social marketing efforts:
1. Make your web properties social media-ready
Chances are you already have a web presence. And if you do, you have some copy throughout your site that was created to introduce prospects to your products and pre-sell them on the benefits. You’ve also probably created a fair amount of material for your company blog. But none of these things should exist in a vacuum. Even with careful SEO optimization, you still need to build awareness of your presence on the web, and social media is often the perfect means to that end.
A plethora of potential buyers interact every day on social channels, and the companies that are engaging them are drawing them to their websites. So, why not you? This can include your company, as well. But first, your web presence must be social media-ready. Here are some ways to make that happen:
- Use social sharing buttons on your blog content. These buttons allow your readers to share your content with a simple click to their social network of choice. The result? Your prospect’s network will see your content and might be curious enough to click through.
- Include calls-to-action for your blog readers to share your content. Blog readers can very easily skip over the social sharing buttons, so it’s up to you to make it clear that sharing should happen. Some plugins, for example, encourage your readers to “Tweet this,” to share your content and increase your visibility on Twitter. Also consider plugins that incorporate pop-ups or fly-overs encouraging shares.
- Allow blog comments—and be responsive. Some company blogs still make the mistake of not allowing comments. While it can be a little bit of a hassle to deal with spammers, you want to invite prospects to respond to your content as part of an evolving relationship. Once your readers are engaged and they notice you responding back in turn, they are much more likely to become loyal followers and share your posts with their peers and colleagues on LinkedIn, Twitter, and other outlets.
- Link naturally to your social profiles and/or discussion groups in your content. If you happen to have ongoing, natural discussions with customers and prospects via social channels, there will be opportunities to subtly build some buzz about it in your blog posts. When and where appropriate, mention that you have private discussion groups on the likes of LinkedIn or Google , or link to a high-performing social post.
- Share social links everywhere. Social links aren’t just for your blog posts. Let your customers and prospects know, in every piece of content they encounter, that you have a social presence. You can do so with links next to videos, in email newsletters, in infographics, and other pieces of content. Remember, the more engaged social followers you have, the more roads you’re building back to your content.
Determine from the start that all your web properties will connect with your social presence, with full integration across outlets. Not only do prospects want and expect this, but it leverages whatever traction you have on social and places it within an ecosystem that funnels prospects toward your website.
2. Gear your social posts towards increasing web traffic
Once you have infused your website with your social profiles, it’s time to take the next step: look at your social posts themselves, and making sure they’re primed to bring your followers to your site.
Of course, you want to achieve a balance between active participation and the “hosting” of your brand’s presence on each network, while steadily drawing your followers into your sales funnel via your website. Nonetheless, here are some tips for making sure your social posts are pushing traffic your way:
- In native social posts, direct social traffic towards gated content. Your in-depth material, whether it’s ebooks, white papers, or informative research reports, is what will get your followers to invest more in your brand and think of you as an industry leader. And how can they get to this content? Via a social post that takes them to your landing pages. Review your social media calendar and make it a point to incorporate posts specifically targeting gated content. You might even take the bold step of creating content that can only be accessed via social—look at your customer profiles and best-performing social outlets for engagement and conversion rates, and consider whether it’s worth it.
- Use keywords. The use of keywords and phrases in your social content can help interested prospects find you when they use the search functions of those networks (not to mention the peripheral SEO benefits), which can lead to increases in social traffic. On Facebook, you can search for specific industry-relevant phrases to see which ones are the most popular, revealing both which keywords you might want to use in your content and prospective customers to connect with. For Twitter, sites like hashtags.org let you qualify hashtags by popularity, so you know exactly which relevant hashtags are getting the most traction.
- Use advertising. Social media ads are an immediate way to get traffic to your website. If you’re looking to jumpstart social traffic from a particular outlet, create an image-based post that catches your prospects’ attention with a relevant headline.
3. Optimize your website and social strategy based on your results
After implementing the above, you now have a website that’s connected in every way to your social profiles—your leads can’t miss it if they tried. And, you have some results on social media posts that are specifically engineered to drive leads to your site. Now, it’s time to optimize on both fronts.
First, you’ll want to revisit your website to make sure it’s doing its job in converting prospects into interested, qualified leads and then customers. Using your website analytics, consider your highest-performing blog posts and highest traffic webpages for indications on which content comes out on top, and focus future writing efforts on creating more of the same type of content. In addition, it’s always smart to conduct A/B testing on your web copy, specific elements of your landing pages, and other aspects of your site to make sure every detail is as efficient as a conversion-driver should be.
When it comes to evaluating social media ROI, there are three (among many) useful metrics to take note of:
- Social traffic: Plain and simple, your social traffic numbers tell you which social posts are driving the most traffic to your website, and how much.
- Click-through rate: This tells you which posts garner the most clicks. Are some underperforming, contrary to expectations? It might be worth tweaking your headline text, adding an engaging image, or changing some other element to pique your followers’ interest.
- Conversions: Every good marketer knows how much a lead is worth to them. By tracking conversions from social, marketers can determine how many leads, and how much money, social media is generating for them.
A highly effective social media analytics tool (especially one that “talks” to your marketing automation platform) is your perfect companion in assessing the impact of your social media initiatives on web traffic.
Increasing social traffic = proof of social media promise
Increase the amount of qualified, targeted web traffic, and you’ll score brownie points for an effective digital marketing initiative. But if you can demonstrate that the traffic is coming in from social, you can equip yourself with solid evidence that social media marketing is worthwhile. Leads will convert to customers, and company sales will rise. And with enough marketing “elbow grease,” social traffic can become a self-sustaining driver of growth for your brand.
5 Ways to Get More Traffic with Content Marketing
Content Marketing is fundamental in todays online world, any business wishing to appear on page one of Googles organic search results needs to be creating content that their target audience will find useful and engaging and are likely to share. This article looks at 5 ways in which you can create content to drive more traffic to your website.
It’s the question I get asked more often than any other when I’m talking with business owners about content marketing strategy.
And it’s the question we see most often from new members in our Authority Q&A sessions.
“How do I get more traffic?”
There’s more — a lot more — to content marketing than traffic.
But if you can’t attract a critical minimum viable audience, you’re finished before you get started.
Here’s how to use content to get the attention of those all-important prospects — the men and women who are in the market to buy what you have to sell.
The content conveyor belt
Before we start talking about traffic, we need to talk about your overall content marketing strategy.
Smart marketing is “salesmanship in print” (or, these days, pixels), to use the classic copywriting definition. And as any good salesperson will tell you, a sale progresses through predictable, natural stages.
First, you have to attract the attention of that prospect. That’s the piece we’re going to talk about today. No matter how brilliant your sales sequence, if no one knows you exist, you’re going to fail.
Then you have to engage that person’s interest. This is a particularly risky moment in today’s web environment, with millions of distractions competing for our attention.
As you keep delivering strategic content over time, engagement starts to turn into desire for what you have to sell. Whether it’s a product, a service, a charitable cause, a political candidate, or even an idea… we all have to spark this desire in our customers.
When it’s time to make a sale, you put on your copywriter’s hat and provide the opportunity for your prospect to take action, turning a fan into a customer.
Finally, smart content marketers won’t stop there — they’ll create ongoing customer-focused content so that buyers make repeat purchases and refer you to their friends.
Let’s talk traffic
All of that sounds very inviting, but if you’re still struggling to build an audience for your content, it’s still in the realm of theory.
So, let’s get you some audience members.
Strategy #1: Guest posting
Guest posting helps content marketers find a larger audience and build authority within their areas of expertise.
Smart guest posters create the best content they know how to create and look for publications that have thousands (or even hundreds of thousands) of readers.
Intelligently send those new readers back to your site, where you’ll have additional terrific content to share with them.
Strategy #2: How-to videos
What do your customers want to know how to do?
Dye their hair pink? Take better portrait photos? Make dinner their kids will eat?
Successful businesses are based around solving customer problems. Figure out some problems that lend themselves to how-to videos.
Launch a series on YouTube on how to solve a problem that interests your customers, and make sure it’s extremely easy for viewers (and potential customers) to find by labeling your videos with specific descriptions.
The more competitive your topic, the better your videos have to be. In crowded topics, differentiate yourself with an interesting personality, a more effective technique, better production values, or all three.
Use YouTube videos for entry-level tips and strategies. For more advanced advice, send them to your site where your content discusses your products and services.
Strategy #3: Q&A series
Q&A sessions are inherently interesting, and they’re a great vehicle to show off what you know. You can use webinars, teleseminars, or whatever tool is most comfortable for you.
Q&As don’t just encourage engagement; they’re also a strong traffic builder because they’re easy for your fans and network to promote.
They’ll give you the opportunity to collect topics for future content.
When you write about your audience’s questions, you’ll be writing the type of content that gets shared — the type of content that attracts traffic.
Strategy #4: Professional networking
Once you have a content-driven website on your own domain, you’re ready to start a little professional networking.
You earn the trust of other content marketers in your niche the same way you earn the trust of readers: be nice, be relevant, be interesting.
Get to know the people who are creating innovative content at all levels — small, medium, and large sites.
Don’t start or participate in artificial schemes to promote posts. Instead, share the content you truly think is cool, and explain why. Be friendly and pay attention. It’s called social media for a reason.
If you struggle financially, upgrade your social skills. Money flows through people. – Steve Pavlina
Strategy #5: Get real
Explore the possibilities of finding traffic in the offline world. (You know, the part of your life that isn’t Facebook or Twitter. I realize this is a weird idea.)
Attend an in-person conference where you can meet new people in your industry, as well as potential clients or customers.
If you’re selling business-to-business, pitch articles to trade journals and business newspapers.
However you find them, entice those offline readers to your website and offer a tantalizing incentive to join your email list or a heroically effective email autoresponder sequence.
Speak directly to the people you want to attract
Remember, content marketing only works if you create content that’s both entertaining and useful for your audience.
Make it user-friendly. Make it clear.
Write about the problems your potential customers care about.
Editor’s note: The original version of this post was published on March 20, 2012.
5 Strategies for Writing Compelling Titles
We all understand the importance of having a compelling headline title to grab the readers attention, but how do we achieve that all important killer headline that stands out and says “Read Me” This article shares 5 tips that explores the process of developing great headline titles that will enhance SEO, increase clicks and social shares.
Whether it’s a blog post, news article, email newsletter, or social media post, one of the biggest keys to increasing page views and maximizing impressions is creating killer headlines. Unfortunately, this is something most marketers usually fail miserably at. If you want to fundamentally change your content marketing strategy in just a matter of weeks, start by paying attention to the title.
Why the Title Matters
It’s difficult to encapsulate the value of titles without context. For an email marketer, titles mean one thing. For bloggers, the value may be completely different. However, regardless of who you talk to, it’s clear that titles and headlines have direct and tangible value. Perhaps these are the three most common benefits, though.
- SEO. For bloggers, titles have an enormous impact on SEO. While Google doesn’t tell us exactly what it looks for in a title, case study after case study has revealed the importance of using targeted keywords in titles.
- Sex appeal. Honestly, titles are about sex appeal. A title is often the only factor a person has to judge a piece of content. Research suggests that 35 percent of email recipients choose whether or not to open an email based on the subject line alone. Furthermore, 69 percent will report an email as spam based on the subject line. Titles need to be compelling to garner clicks.
- Sharing. Finally, in the age of social media, titles encourage sharing and clicking. Some people choose to expose this aspect by creating “click-bait” titles, but there are also honest ways to leverage this benefit.
There are plenty of other reasons why titles matter, but these three are arguably the most important. If for nothing else, you should pay attention to titles and headlines so that you can enjoy the benefits of SEO, sex appeal, and sharing.
5 Tips for Developing Headlines That Convert
So, how can you develop killer headlines that enhance SEO, increase clicks, and drive shares across social platforms?
1. Start with a Basic Title
The biggest issue people have is putting the initial words on paper. You aren’t going to come up with a killer title right from the start. It’s going to take multiple drafts, tweaking, and adjusting before you end up with the final product. With that in mind, just put something down. We’ll call this the “working title.”
A working title basically tells your team what direction the content is going. Essentially, it’s the entire article boiled down into a single sentence or statement. Your final published title will say the exact same thing, only in a much more appealing format.
You may even choose to come up with multiple working titles. This will allow you to take a few different directions, which increases your chances of eventually finding the right titles.
2. Do Keyword Research
Every decent title starts with a little bit of keyword research. There are a number of free tools available, but Google’s Keyword Planner is probably the most popular and comprehensive.
Type in some of the keywords in your article and see what alternatives and similar search terms pop up. You may be surprised to see phrases you never knew existed. This is good. It allows you to make tweaks that account for search engine relevancy. Write down a few of these words and mull over them as you continue crafting the title.
3. Use Strong Words
When coming up with a title, it’s not just about using keywords that will help you rank in the search engines. If you’re like most businesses, the majority of your traffic isn’t organic to begin with. For many businesses, most traffic comes from social media and email campaigns. If you’re only taking into account keyword rankings, then you’re creating titles for search engines, not people. Instead, focus on creating titles that appeal to people.
Think about the keywords you researched and think about polarizing alternatives to these words. From your keyword research, you know what people are interested in, and now you just need to target these trends with unique strategies. Depending on your audience and niche, you may choose to ditch the safe buzzwords and replace them with strong, emotional, or edgy language that makes the reader look twice.
Some examples of compelling language in titles include words like:
- you won’t believe
- gut wrenching
- never before seen
But it’s not just strong language that’s important. You have to consider the prepositions, pronouns, and articles. Just check out this study of the most popular words used in viral headlines and you’ll see why this is true.
4. Make Bold Claims
People don’t like “safe” articles. For example, there’s nothing compelling about clicking a link that reads, “Chicken Noodle Soup Recipe.” It’s boring and replicable. You could probably paste that same title into thousands of chicken noodle soup pages across the Internet.
The key to crafting a killer headline is to make bold claims. It’s okay to exaggerate some, just make sure the title is rooted in truth. Using our chicken noodle soup example, a bold title would look something like this: “9 Fascinating Things Your Mom Never Told You About Making Chicken Noodle Soup.” The article content may be the exact same, but the title gives it a little extra zing.
5. Keep it Short
Finally, remember to keep your title short. This isn’t a senior thesis title – it’s meant to quickly grab someone’s attention and compel them to click. If you’re working with email marketing, concise titles also ensure nothing gets clipped.
As a rule of thumb, try to shoot for 70 characters or less. If you can land somewhere in the 50-60 character range, that’s even better. This ensures your title meets all social media publishing standards, making it easily shareable. People should be able to read the title in two seconds or less. If it takes longer, people will keep scrolling.
Ditch the Boring Titles
Titles are more important than many realize. They impact the underlying SEO health of your business, as well as conversion rates and brand exposure. While the quality of your content is very important, you have to understand that titles serve as gatekeepers. If users don’t like the title, they’ll never end up engaging with your content. As such, it’s imperative that you spend more time brainstorming and crafting compelling titles that resonate with your target audience. It’s the only way to stay afloat in a crowded sea of content.
Email still the most popular method for driving B2B business online
For B2B businesses what is the most affective way of reaching your potential target market? As this article suggests over 92% of companies rely on email marketing to drive sales and engage with their customers and its also the most cost effective.
- 42% say their sales organisation is resistant to to drive customers online or support online sales,
- 38% say customers have security concerns,
- 36% say their websites aren’t easy to use, and
- 20% say adequate technology hasn’t been implemented to handle large volumes of online sales.
- 45% have dedicated employee involvement,
- 43% have an effective and easy to use website, and
- 25% use social media.
How to buy and specify print
A beginners guide
Twenty years ago buying and specifying print was a job for experts only. Turning a design into a finished brochure or leaflet was a complex process involving several different stages. Now all you need from your designer is a high resolution pdf which you can send to almost any commercial printer.
If you’re just beginning to work with external agencies here are some tips that will help you get started.
Identify what paper stock you want or need
The quality of the paper you choose will determine the end result; – Textured – Coated or uncoated – Laminated – Embossed – Paper weight or density i.e. 80-100gsm for general use such as stationery; 120-170gsm for booklets, flyers or brochures and 200 – 250gsm for brochure covers or folders.
Decide on the details of the print job
What quantity do you want to print?
What size is the final print to be – A4, A3, portrait or landscape?
How many colours? Is it a standard 4 colour process or do you have a specialised colour or pantone reference to print?
Are you looking for any specific effects or finishes? eg. spot UV varnish – where clear gloss varnish is applied to part of the page to highlight a logo or photo.
Get at least three quotations from different printers
This will help you to get the best from your budget and choose a printer on the basis of ‘best fit’ to your requirements. Always make sure that you include a ‘printers proof’ in the quotation. This enables you to see the printed item on the exact paper and finishes specified before the job goes to press.
Check with the printer how they need the artwork to be supplied
Often a printer will accept a generic, print-ready, high res pdf, but it’s always worth checking whether they have any specific requirements. These could be non-standard bleed settings or colour profiles that need to be embedded into the pdf. You’ll need to make sure you pass on all this information to your designer before they prepare the artwork. If you’re in any doubt, get the printer to liaise directly with your designer.
Send your artwork to the printer
Check with your printer how they would like to receive the artwork. High res files can be too large to email, so you can use an online file sharing service such as Dropbox or WeTransfer, or some printers may have their own online file transfer systems.
Check the printers proof for quality and accuracy
Your printer will send you a ‘printers proof’ for you to sign off on before the job goes to the printing press. Here’s your chance to give the artwork one final proof read for typos, grammar, spacing, graphic and text placement etc. If changes need to be made you can request a further printers proof.
If you have used a creative agency to produce the artwork, then choosing and specifying your print will be easier as they will be able to offer advice and guidance throughout the process. If you’d like to know more about creating artwork, choosing the format and specifying/buying printing, we’d be happy to help.
Working with logo formats
The difference between vector and pixel formats
Most people will be familiar with pixel-based formats for photography such as JPEG or TIFF. We know that more pixels equals a better quality image, so it’s tempting, when asked to supply a logo, to think the same way and assume that a JPEG is the best way to go.
In some cases, mainly for online use, that’s true, but most logos are drawn in a vector format, so supplying a pixel based logo will miss out on all the benefits that vectors have to offer.
When to use pixels
If you’re asked to supply your logo for use on a website, then by all means supply a JPEG, TIFF or PNG version. All you need to do is make sure the resolution is 72ppi (pixels per inch – sometimes also referred to as dpi) at the size you want it to appear.
When to use vector format
If your logo has been drawn using Adobe Illustrator (and, if it’s been done by a professional designer, it most likely will have been) the resulting EPS file will be in vector format, and should be used in all printed applications.
What’s the difference between vectors and pixels?
A pixel-based image always has a fixed size for a given resolution – 72dpi for web and 300dpi for print. So, if you have a 300dpi image that’s 10cm wide and you want to enlarge it to be twice the size, it will still have the same number of pixels, just twice as big. You’ll see that if we enlarge a pixel-based logo beyond it’s ideal size; eventually we’ll start to see the individual pixels that make up the image.
A logo drawn in vector format contains no pixels of its own, instead it contains a series of instructions that allow the final output device (usually the printer or plate making device) to construct the logo at it’s maximum resolution no matter what size it is.
For example, if you were having your logo printed on an exhibition panel, and the output resolution of the printer was 1200dpi, your logo would be printed at 1200dpi whether it was 1cm or 1000cm across.
You can see from the above example that for all printed applications, supplying a vector format EPS file will give the best results.
Hopefully you’ll now be confident of always supplying the right format for the job. Please feel free to give us a call on 0845 468 0982 if you need any help or advice on different logo formats.