Copywriter: Lee Bratton, Senior Account Manager, YouDirectories
Keeping good data records is it seems, important for all parts of life (even father Christmas keeps a list). Yet, according to a CMI study, 40 percent of those businesses surveyed who stated they did not keep adequate records of past content marketing, experienced quite poor results. Whereas 53 percent of marketing managers who state their content marketing was very effective actually kept good documents recording previous campaigns. Keeping good records of your content marketing strategy will also help marketing managers justify their work and communication plans.
A brand requires brand marketing and brand marketing relies heavily on credibility. Consumers are receiving thousands of marketing messages daily from other brands competing with yours. Therefore, if your content marketing lacks credibility, seems insincere or out-of-touch with your target audience, then consumers will not have faith in your brand. To have credible content marketing, your SMM should have fresh messages that are unique and address a real concern your target audience might have. Messaging should carry brand imagery to reinforce brand association and show you understand the needs your target audience has for your product or service.
Where you communicate is also an important factor in implementing an effective content marketing strategy. This is called a distribution channel or media channel. Again, good record keeping is vital to assess different media used, times of use, content trialled, response rates etc. Without finding the right media to distribute your message, even the best content will fail in delivering ROI. YouDirectories are specialists in local search via business directory sites because we have good record keeping analysing each campaign for ROI. But also, because we have many local directories that deliver fresh content via media channels that work best for your brand and store location.
With the right network of local sites and page authority backlinks in place; With the right record keeping and reporting ready to analyse results; With credibility established via planned content along brand guidelines; It then comes down to how relevant the content is for your ‘local’ audience. Many brands forget that whilst the target audience can be classified by demographics and social-economic grouping, consumers vary greatly by location. Two ABC1 25yr old females, one in Bow, East London and one in Middlesbrough, will not respond the same way to your message. The content of your business listing must therefore meet the needs of your ‘local’ audience.
Good content marketing won’t happen overnight. But you can make measurable improvements if you ensure your agency is keeping good records of what content works and doesn’t work, if you ensure you have fresh content relevant to ‘localised’ catchment areas and if you adjust marketing budgets to fund the media channels that deliver greater ROI while withdrawing funds from underperforming media. No local business listing campaign should have the same content for all stores. Email us to discuss further. Follow the YouDirectories news posts to see the next developments.
Copywriter: Matt Roberts, Group Account Director, YouDirectories
This article contains bullet point tips for getting more calls and more clicks and more footfall than your competitors and it’s all free by the way. YouDirectories are an advertising agency who advise clients how to turn around their campaigns. But we provide that advice freely and it’s available here too.
Your website, social media platforms and online business directory listings should all be working hard to help you stand out from the competition. Because your digital footprint is what will help you sell. But not every company does that well.
Everyone’s looked at their own websites and wondered how is it that the competition is getting better search results, better call volume, better footfall? The answer in the main is because many brands assign social media or business directory advertising to someone in their organisation who is simply putting content out there and doing little else. But that would change if they followed this free advice.
There is so much more they could be doing to get their story and their message noticed. YouDirectories is a local search advertising agency that specialises in getting brands noticed in local searches and we have identified the following ‘tips’ for digital marketing staff;
Focus on tags
Our clients outperform their competition. Period. Their call volumes are higher than before they worked with us, their stores are more sold out than their competitors and there are many things we add but tags are the quickest big difference we can make. If you do a Google search on ‘YouDirectories’ and go to Images what do you see? The same applies to our clients and should apply to your company or you as an individual if you’re writing posts and blogs. You can’t just throw a lot of tags in there, there is some science behind it, but broadly speaking, any tags are better than none. Place search tags on all your images.
Focus on Keywords
It sounds obvious but marketing staff don’t do it enough or as well as they should. YouDirectories have taken on brands as clients who only had their store address, phone and URL data on their directory business listings (think Yell.com). What about the keywords?
How do they expect to stand out online and achieve that digital footprint they want? The first thing we do is a full review and identify the keywords the brand should have. Digital marketing staff need to do the same. Use the business description, use the heading, use the photos, even use the URL. There are many different ways to add keywords and alter the local search results in your favour.
Content Curation (show the love)
This is the next big marketing term. We had content marketing and everyone was talking about that. Now it’s content curation. This is where you find another piece of content that you feel is great for your brand and your business or that you feel your customer audience will benefit from possibly unrelated to your business and you share it.
You make your social media channels a place where people go to for the best news regarding your industry or their interests. And that’s the key. Use good data-marketing techniques to establish the interests of your customer audience. Always make sure you give credit to the source. This is a new world with an old word and that word is love.
Share the love, gain traffic for someone who wrote some great content (if you wish to share ours / this news article, click on the links at the bottom).
Almost always forgotten, almost always not used well enough. Many brands have an in-house member of staff, sometimes even an agency, who does some really good writing and engaging content, they put it on social media and it’s lost in space.
For Twitter, Google Plus, Google Places, Tumblr, LinkedIn even directories, if you use hashtags, you’ll gain traction. The main purpose of hashtags is to highlight the relevant local search word in each tweet or post. With the right research, all brand marketing staff can find the highest searched hashtags for their industry.
The headline serves as the single biggest factor determining whether your reader will click to read your article or post. You have to have a headline that draws them into your marketing message. Make it A.I.D.A. related (see glossary at the bottom of this article). Give readers a promise or promotion. Think about what will they learn by reading your message? Why should they bother? Becoming really good at writing headlines is one of the most important skills a digital marketing person can gain and this is one of our most important creative marketing tips.
Use different formats
Creating quick social media posts is easy, blogging is also pretty good for content creation, but what about video? What about research studies? Surveys? White papers? infographics? There are many ways to reach your customer audience. The biggest mistake a digital marketing person can make? (Or rather the biggest mistake senior management can make when they appoint them) is allowing the company to focus on using the platform they are most comfortable with rather than the platform where your customer audience spends most of their time.
Follow the YouDirectories news posts to see the next developments or contact us to speak about your brand and share more good creative marketing tips.