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Basic Toolkit for Content Marketing

Basic Toolkit

Content marketing tools are necessary across the board in each phase of creating a strategy, from monitoring all your channels or each campaign to the post-tracking degree.

All the statistics indicate that content marketing will be one of the main focuses for those companies that want to stand out. And not only during this year but also for those to come.

As pointed out by the Study of Content Marketing in Latin America and Spain,  only 15% of companies live oblivious to this phenomenon’s potential. But there is still more. 70% of brands have doubled their content marketing budgets.

Besides, all content marketing trends indicate that it will continue to bet on creating content in all formats and channels. You only need to be well documented to be able to take advantage of this type of strategy.

Also read : What is a Pillar Page? And How it Impacts SEO?

Content Marketing Tools

Do you think that content marketing tools are not important to you?

Take a look at the following:

71% confess not having the necessary tools to measure content marketing strategies.

However,  well-documented and planned content strategies are more likely to achieve your goals.

Therefore, it is time that you have all the necessary tools, applications, aids and advice so that your campaigns do not leave anyone indifferent.

The Best Brand Monitoring Tools

53% of the most powerful companies have a documented content marketing strategy. And for this, there is nothing like monitoring everything that happens around a brand.

In content marketing, the channels that generate the most content from users are social networks. That is why it is interesting that you have content marketing tools focused on monitoring and listening to networks.

1.-  Addictomatic

Addictomatic is one of the content marketing tools that will provide you with one of the most general visions about your brand.

It is very informal to use and will monitor your brand on Flickr, YouTube, Twitter, WordPress, or Google.

2.- Google Alerts

Of course, one of the best content marketing tools when it comes to digital listening is Google Alerts. And it is not only effective in active listening to a specific topic, but it will help you react, in seconds, to any conversation that arises about your brand or your services.

3.- Mention

If what you are considering is a simple and intuitive tool, Mention is one of your’s best alternatives.

The ideal of Mention is that it gives you the option to create alerts and monitor your brand from any device. And besides, you can do it in up to 42 languages.

4.- Meltwater

On a professional level, Meltwater is one of the most widely used content marketing tools. It is especially capable of monitoring any blog or social network history for up to 6 months.

Besides, one of its latest updates includes very interesting features for you to extract the best possible information:

Eliminate the noise from conversations.

Compare the performance of your brand with that of the competition.

And also, analyze the potential reach of your publications.

As you can realize in the image, it also allows you to customize the widgets to choose the metrics that best suit your specific goals.

SEO Tools

Of course, the presence of your website and your blog in the main search engines is vital to achieving your goals. Keep in mind that it is your main letter of introduction to new potential clients. And for that reason, the SEO-oriented content marketing tools you can apply will help you in all this area. Both to improve your positioning and to increase visits.

5.-  SemRush

The SemRush platform makes it easy for you to know the number of keywords your website is positioned. In this way, it analyzes them and can generate comparisons with your competitors.

Besides, the tool provides you with a complete report of the keywords that are working best on your website.

6.-  UberSuggest

UberSuggest is ideal for solving your doubts regarding which keyword to choose, especially because it suggests some keywords that can go well with your content to not always work with them.

7.-  AuthorityLabs

AuthorityLabs is another content marketing tool focused on improving your SEO.

How will it help you?

It gives you the option to keep track of the keywords you are using for some time. And, of course, it shows you the results graphically. In this way, it will be much easier for you to do a specific and generic analysis of the operation of your website or your blog.

8.-  Raven

Raven is not just any application. It is a set of tools that carries out deep follow-ups and investigations of your SEO campaign to decipher if your content strategies are working or not.

Raven’s advantage compared to other content marketing or positioning tools are that it works in several areas that are not focused on SEO. That is, it will provide you with a broader view of the status of your website.

The application will also help you combine SEO reports with keyword rankings, social media, marketing, etc.

9.-  MOZ

MOZ is a set of tools created to optimize SEO. It works by sharing different resources to improve your website. It is one of the content marketing tools focused on links and their quality.

Content Audit tools

Measuring your web content’s performance based on backlinks, social reaction, and user behaviour signals is another area you should work on.

10.-  Sendible

Another content marketing tool focused on content audit is Sendible. It stands out because it is divided into two important parameters:

Engage:  Incorporate responses and mentions.

Monitor:  Analyze keywords and search strings.

Sendible also incorporates a library feature that helps you bring RSS feeds, saved content, and trending tags to responses. Perfect for active listening and keyword searching.

11.- Ahrefs

Ahrefs is undoubtedly one of the reference content marketing tools on the Internet, a specialist in analyzing websites and improving their positioning.

In addition to being very powerful with its link index, the application is highly recommended to find broken links on other websites. Although, of course, it will also do it on your own.

On the other hand, it will show you a deep analysis of your competition’s links. And in this way, you can find websites and blogs with which to make a Guest posting.

Ahrefs is also very interesting to consider the backlink profile of your website. It has a “Live” tool with which you can see which links have been lost over time.

Tools for Organizing Calendars

Organizing, planning and managing are three actions that will take the longest when dealing with blank sheets or new campaigns. But setting important dates on a marketing calendar is critical to launching elaborate strategies.

A marketing calendar is one of the maximum important content marketing tools to organize all actions and act with a considerable time margin. One of the factors that lead to the failure of some campaigns is a lack of foresight. Which often leads to a lack of time to plan and execute.

12.-  Evernote

Evernote is the digital platform that works like a notepad, and that will best help you organize yourself. It works as one of the best reminders of the moment for the work to be done.

Evernote offers unlimited note storage for premium users and the ability to add up to 1Gb of new content each month. It also allows you to share and collaborate on your notes, both in the desktop and mobile versions.

13.-  Google Calendar

Creating a marketing calendar for any business is essential. Best of all, there are Google tools that you will probably control to help you do that. So much so that they organize every one of your days and chores.

The Google calendar for companies is ideal for setting meetings, activities, events, jobs, deliveries, etc., since the best of all is that it reminds you of what you have to do.

Also read : Website Speed: Learn to Test and Make your Page Faster

What is Content Curation?And How it Works?

The term “content curation” refers to the method of collecting and presenting different content to others. Content curation plays an important role in content marketing strategy, allowing even the smallest teams to distribute content continuously without always having to write it. As far as readers are concerned, this content has added value, as the content has been carefully selected and contextualized with the appropriate comments.

Also read : What is Newsjacking, And How can you apply it?

What is Content Curation?

Social media started implementing content curation even before this concept was used as such. The options to “Like” and “Share” content from the Internet confines are key elements of social networks. On Facebook alone, users give several million likes per minute and share more than a billion messages a day: one click is enough to spread the content in a dizzying way. The online platform Pinterest has turned this idea into its business model, to the extent that at no time are users expected to publish their content, but rather that, on the contrary, they can collect their favourite images, relevant information or blog posts. They have discovered on the Internet in the boards organized by subject.

Content curation goes in the same direction. Here the sellers also become distributors who disseminate articles, infographics or videos of interest to their target audience through different channels. Mainly, and pleasing the example of the art curator, the normal thing is to visit museums and art galleries to get closer to the artists’ work. Museums offer a wide selection of works by various artists, whether on a specific subject or simply the highest quality. Such as the reasons for selecting and information about the conception of the work and the artist. In the context of a marketing strategy, this means that the content has to be redistributed and has to be crafted. A) Yes, he selects content and comments on it at some point to later present it to his audience, in the same way as a curator in a museum.

However, on the Internet, it is important to filter the content. Too much information means that a carefully curated range is worth more than an additional contribution on the same topic. A good content curator helps your readers keep an overview and access information more easily.

Why Should Content Curation be Implemented?

Creating your content is still as important as ever. In other words, content curation is not about giving up content creation entirely but rather about adapting it and including it in projects’ content and online marketing strategies. With content curation, you expand the range of information, offering your customers more than your knowledge and experience. Here are some of the reasons in favour of this online marketing tool and the few against it.

Pros

Content Dissemination

For online marketing to work, you need to publish quality content regularly. However, especially for freelancers and small or medium-sized businesses, balancing quantity and quality can become a problem. Whoever is in trouble because the deadline (self-imposed) is about to expire surely will not be able to devote enough attention to the quality of their texts, images or videos. The content curation aims to solve this problem. This way, you can spend more time producing to provide your audience with quality content from other sources.

Channel Strengthening

Many companies use social networks to spread their content. Because if you use Facebook only to present your blog most recent article. Your audience will have very little reason to visit you on this social network, which can also happen with the blog, your company, your newsletter or your RSS feed. Now, if you use your social platforms to curate content, you are automatically offering added value to your audience. Thus, your Facebook page, Twitter account or Google+ profile can become important focal points to which users looking for information on specific topics will turn.

Positioning as an expert

Presenting informative technical articles gives the impression that you know what you are talking about and are therefore an expert on certain topics. In the same way, content curators can also demonstrate that they have subject matter knowledge. The careful selection of articles guarantees, on the one hand, that they are always up to date and, on the other, that you know exactly what is important and interesting for your readers. Comments are also powerful tools to position yourself as an expert because showing a clear and transparent position indicates that you are fully engaged with the subject.

Timely response to trends, news, and events

In some sectors, communication takes place daily. Now, if you overlook a change because you are still working on an article about past events, it is very expected that you will disappoint many of your clients or readers. Content curation, meanwhile, allows you to react quickly to new trends.

Increased Credibility

The opinions of those who describe and value things from their perspective are quickly perceived as biased or implausible. A one-sided view on complex issues is only positive in some cases – valuable discussions arise when differing opinions are confronted. In this case, content curators kill two birds with one stone. Showing that they are capable of seeing further and that, at the same time, they can stimulate exchange with their users using content from different authors, especially since many users usually participate actively in the comments of the shared content.

Expansion of Thematic Areas

Nobody knows everything, but it is not necessary either. As a space for sharing knowledge has always attached greater importance to the community’s cooperation than to understand a single person. Create engaging content in your area of ​​expertise and broaden your subject field by curating your colleagues’ content.

Influencers’ Discourse

If you share content from others, indicating the source is essential: a good education and copyright. Informing the authors of the distribution of their work also confidently impacts your network of followers. Since it stay only advisable to refer to reputable sources, it remain recommended that you attract well-known influencers’ attention by using labels and mentions. For them, this type of content distribution is also profitable since their publications’ reach increases indirectly. In the best of cases, they react by sharing your content as well.

SEO Optimization

Content curation can have a positive impact on search engine ranking. Google positively values ​​the distribution of high-quality links and the frequent production of quality content. Often resulting in a better positioning on the results pages. On the other hand, search engine algorithms penalize duplicate content. Consequently, it would help if you did not focus only on shared content but also on commenting and producing your content.

Cons

Increase in work

No one should stop producing their content. However, a bad organization of time could cause neglect of the own creation favouring the curation of others’ content. Here it should remain noted that relevant media stay also investigated during the creation process. Thus, if you share the quality information that you have come across during your investigation, the effort made remain compensated.

Strengthening Competition

Many entrepreneurs and merchants are concerned. That they will take advantage of them by sharing content from others or their competitors. No one guarantees that your competitors will also share your content. Still, it is very useful for any marketing campaign to put the target audience as the main focus of the effort. From the perspective of readers and customers, content dissemination stay always seen as a positive feature. In the long term, the channels in which content curation remain implemented will remain more effective than those without such a strategy.

Redirect traffic

Content curation links to other content. It means that the traffic stay redirected to a website that remain not yours. It has never been the purpose of online marketing, as the main objective is to attract as many visitors by the way possible to your website. However, at this point, the satisfaction of your followers is decisive. In other words, if your audience enjoys the content you share, they will continue to visit your different platforms and, indirectly, you will be increasing traffic to your website.

How does Content Curation Work?

In principle, content curation is very simple. Who has not clicked on the options “Share” on Facebook or “Retweet” on Twitter? Unfortunately, for online marketing purposes, this is not enough. For your readers to benefit the most from your work as a curator, you must follow certain guidelines.

What to Share?

Do you want to position by hand as an expert in content curation? Posting relevant content can make you the first choice for your audience, but for this, to work you have to convince your followers:

The subject area must remain adapted to the target. Audience and must not stay abandoned later. One aspect that cannot remain lost sight of at any time. You are likely to lose perspective and put your goals above those of your readers. But every message you post should meet the interests of the target audience. It is how you attract a committed audience that will be responsible for encouraging communication on your channels.

Share content that is engaging, controversial, or unusual. In the same way, as for its creation, it is ideal for sharing quality content. Your followers are very likely to lose interest if they come across superficial and irrelevant messages.

Stay up to date! Content curators abide by the same principles as a news agency. The goal should be to share the content before others. Therefore, if you overlook any content, your users will not hesitate to visit other sources.

Also read : What is the Structure of the Hero’s Journey?

Also, You can find more helpful resources at Marketingmarine.

What is Clickbait? Examples to use it Well

The clickbait is a hook of clicks through sensational titles that arouse the user’s curiosity to optimize its economic benefits.

The user is curious by nature, and these types of titles are perfect for getting their attention. However, many times these titles are not morally correct. Why? Surely like us, you too have fallen for a title that promised you news, and it turned out that it was not at all what you expected.

Its main objective is to attract attention and benefit from the visits made by users. They create a need by “manipulating” our curiosity that can only be satisfied by entering the content, and once we visit it, “surprisingly”, no, it does not meet it.

It is the main difference with traditional copywriting, where the content that is created is intended to give value to the user.

Also read : Website Speed: Learn to Test and Make your Page Faster

Examples and techniques used in clickbait

One language that Evokes Suspense

If you don’t click, you will never know what saved his life.

How are you going to resist that? What if you are about to commit that and you don’t know what could have happened to it?

Do you need to log in to find out? Of course. Will this curiosity satisfy you? Of course not.

The vantage of human curiosity.

The use of Demonstrative Pronouns

It is what happened to him when he used a very famous cream.

These pronouns that speak of the subject without mentioning it are critical, we repeat, the key to arousing curiosity.

What could have happened to him? What cream? Are you using it, and are you in danger? Believe us, you can survive without going inside, but we know that in the end, you will.

Lists, lists Everywhere

Why do we like the listings so much? In the user’s mind, they help make reading more enjoyable and spend more time on the page, but if you promise that one of those options is incredible, we already love it.

Emotional Messages with Images or Videos that have Nothing to do

Yes, we fall for this, and it is not surprising.

They put us a copy that already arouses curiosity. But if the image has nothing to do with it, it squeaks, and of course, we need to know why we have chosen that image right away. And how can we fix that? Entering the link, it is clear—poor us.

Ways to do Honest Clickbait

We like to have a transparent relationship with the user. First of all, we are sincere. You can do clickbait, and if you perfect it, you will get some hooked copies.

1.Link the images of your post with your website.

It helps a lot with interlinking, either by putting a nice image at the end, prompting clicks or with the endless plugins available to link content from your blog.

This type is correct; it improves your SEO and helps the user spend more time on our website.

2.Smart humour

If you connect with your users through humour, you will conquer them. They will feel competent, and they will like that.

To do this, you will need to know your target, what language they use and their interests.

Do you want to know how to get to know your buyer persona and focus your strategies on him?

3. make headlines with a hook but don’t overdo it

As we say, the important thing is that you connect with your users, put aside the headlines such as:

  • The definitive guide on the way
  • The most serious mistakes
  • The reasons why
  • They tire; you can use them sometimes, but not always.

4.Vary your content so as not to tire

Be creative, and sure, if you spend 5 minutes on that headline, you will get something outstanding.

Remember that a post, a newsletter, a research article or a case study is not the same. Each one carries a different tone, in addition to having other readers.

Also read : Templates for Social Networks: and it’s Elements

Three Of The Most Innovative Marketing Strategies To Pursue

Innovative Marketing Strategies

Although we’re well into 2019, we would be amiss to neglect some of the most innovate feats of marketing ingenuity, we saw agencies and brands implement throughout 2018 (and earlier). True marketing innovation is a remarkable thing to see, as it genuinely shocks and amazes — effectively having the potential to single handedly put a brand on a map or ignite our Twitter feeds. Although this is something all marketing campaigns should do, this is unfortunately not the case.

Below is a gradient of my three top innovative marketing strategies of 2018, across every industry and marketing type, and what we can learn from them.

Also read : Three Pillars of Persuasion: Ethos, Pathos, Logos

1. Guerrilla Marketing

They are spending money to advertise your product: what’s so special about that? Welcome to marketing — it’s a costly venture, as taking products to market can costs companies millions of dollars. So how did Tesla manage to make headlines internationally for free? They engaged in guerrilla marketing.

Tesla has always been proud to boast that it runs a $0 advertising budget. A brand with a declaration like that seems out of place in an article such as this. That being said, when Elon Musk put his own personal Tesla Roadster (paywall) driven by a dummy nicknamed “Starman” on Falcon Heavy, the flagship rocket of SpaceX, he scored a substantial cross-brand marketing win.

Although guerrilla marketing may not always be achieved for $0, Tesla is an incredible testament.  The fact that intelligent, strategic and well-thought-out marketing can yield exceptional results, so it’s not always necessary to try throw dollars and expand your reach through traditional channels. Another older viral guerrilla marketing campaign included when Taco Bell falsely released a statement that they had purchased and renamed the Liberty Bell. As with all of these campaigns, companies can think outside the box, avoid playing by the prewritten marketing rulebook and create a fun, memorable presence for their brand.

2. Holistic Marketing Agencies

Siloed service providers are becoming a thing of the past. Marketing firms are becoming more efficient and managing client campaigns from start to finish. By leveraging industry connections, resources and expertise, firms can expand to include multiple service offerings all under one roof. The end-to-end service model can allow your firm’s clients to enjoy ease of mind and simplicity in executing their campaigns.

One company owning this model is Cycle Media, a marketing and media company that’s using this strategy to offer clients a plethora of services. According to a Fast Company profile, Cycle media does differently, is having talent management, creative, production. And distribution all under one roof. The holistic service offering also allows for firms like Cycle to work with various industries. And not get pigeonholed into a specific segment. They’ve used this strategy to attract high-profile clients such as the NBA talk show Buckets, ESPN, Papa Johns, Lincon Records and Capitol Records. Although not many marketing agencies. I know  have adopted this practice, envision (an award-winning marketing agency in Canada). And upriseVSI of the U.K. utilize this holistic ideology.

Creating a holistic strategy and team may not be something a smaller agency can accomplish from the get-go. In my experience, the resources required to scale a cross-functional team properly successfully are significant; however, as your firm grows, ensure you succeed with this purpose in mind, as it can ultimately offer the best possible experience for your customers.

3. Social Media Marketing And Influencers

If you haven’t remained living under a rock for several years, you’re well aware that social media marketing is a significant way for brands to connect with customers. It has revealed absolutely no signs of slowing down. Two incredible examples of best-in-class social media marketing include the BBDO and Collectively. According to Fast Company, Collectively paired over 75 brands with 1,725 influencers and personalities and achieved a total combined 1.2 billion impressions for the year.

BBDO is no rookie when it comes to big brands and significant impact, either. Over the years, they’ve worked with household names such as Lowes. And created podcasts for GE, PSAs for Sandy Hook and dog adoption campaigns for Pedigree. Creating a noteworthy campaign with Bacardi was not something out of the wheelhouse of what BBDO was used to accomplishing, but boy — they didn’t disappoint. BBDO hacked Instagram stories to create a Bacardi DJ app through Instagram stories effectively. Users could make their DJ set on their device. It showed the brand’s commitment to its fun, music-infused brand.

Conclusion

Don’t be afraid to use exciting new marketing methods and move away from expensive traditional cost-per-mile (CPM) and cost-per-click (CPC) digital marketing initiatives. Influencer marketing, for example, can be incredibly effective if done correctly. Influencers should share your brand’s values and meaningfully connect with your target audience on social media. Hiring niche influencers can be a more cost-effective and strategic approach than spending dollars on the most significant name a budget can buy. When hiring influencers, consider using a group of influencers. Who can strategically communicate regarding your specific campaign to create the sense that your product. Or movement has permeated the market. This effect can create FOMO (fear of missing out) in your target audience. Leading to an effective and impactful influencer marketing campaign.

Also read : SEO for YouTube: Position your Videos above all

What is Earned Media? Key Strategies

Earned media is one component of content marketing that is MIA for too many marketers.

If you are hoping that people will publish or share your great content, well, that’s like stepping up to the plate without a bat. Generating earned media today must be the clean-up hitter in your content marketing strategy lineup.

Also read : What is the Structure of the Hero’s Journey

Earned, Owned, and Paid Media

To understand earned media’s role in your content marketing strategy, we first need to look at the three types of media – owned, paid, and made.

You likely spend a lot of time on your owned media – the content and distribution channels you control, such as your websites, white papers, newsletters, and social media accounts. For example, if you want to share your insights on the latest trend in your industry, you write a blog post, publish it on your website, and let your followers know through your social media accounts.

With paid media, you buy access to social ads, PPC programs, etc., to promote your content. For example, you conduct pay-per-click campaigns for keywords around that trending topic to gain additional visitors to your website.

With owned and paid media, you are in control of the content – after all, both types of media involve your brand’s dollars.

Earned media, though, is free. But first, you must attract the interest of the gatekeepers – influencers, media brands, or your fans – who hold the key to accessing their audiences and talking about your company and publishing your content. In our industry-trend example, a media outlet would quote your expert in an article on the topic.

Why Earned Media is Important

With multiple firehoses gushing information at us all the time, your audiences need an effective filter, or they’ll drown. If you gain earned media, you are more likely to get through your audience’s filters. Earned media gives you third-party credibility – someone who your company doesn’t pay believes enough in your products, insights, etc., to mention, quote, or promote your brand’s content.

Earned media also enables your brand to reach a wider audience – an audience that may not know about you but can benefit from your content, products, or services.

Said, earned media may take more work because you are not in control of the process and decision-making, but it should be a significant component of your content marketing strategy.

Three ways to generate earned media

1. Cultivate Influencer Marketing

We hear quite a bit about influencer marketing and the importance of building relationships with those industry leaders who reach your target audience. If you can get an influencer to publish your content or talk about your content, that’s earned media. In turn, the influencer’s audience has the potential to become your audience.

Of course, you likely aren’t the first or the last to reach out to your industry’s influencers. Thus, you need to make sure your outreach stands out before contacting the influencer, researching what topics they write about, what they share on social media, what channels use, how they interact with their followers, etc.

With that information, you can craft a pitch that shows you know who this influencer is and how they communicate with their audience. Show how your brand and content would be valuable and helpful to their audiences.

2. Participate in Industry Trade Shows

One of the best ways to get people talking about your brand and sharing your content is to be present at industry events attended by your audience – you likely already know this. The Content Marketing Institute’s B2B research revealed that 81% of marketers use live events as a tactic in their content marketing strategy, and 75% of users rate them as effective. More marketers cited live events as an effective tactic than any other tactic. But showing up on the exhibit floor isn’t enough. You need to create and distribute your content – in text, visuals, video, and in-person throughout the event.

As early as possible, explore whether someone from your organization could present a relevant topic to your brand and help the event’s audience. If you speak, ensure that your slides and handouts include your Twitter handles, proper hashtags, and links to make it easier for your audience to share the presentation’s content. Don’t forget to promote this appearance to media organizations that may cover the topic or the event.

Identify pre-show opportunities to impart your brand’s wisdom or insight through the event organizer’s media channels (blog, newsletters, social). During the show, get involved with the social conversation. Don’t just ask people on your social media channels to stop by your booth. Instead, use your social accounts to connect with event-goers. For example, tweet a favourite quote from a speaker using the event hashtag and see how many people retweet that content – that’s a great way to earn media at a show.

3. Engage your Fans and Advocates

Strengthen your relationships with the people who are talking about your brand, sharing your content, etc. (Don’t forget that your employees can be fans/advocates too.) First, add a segment or category called fans/advocates to your media contact lists. Then add them to your media monitoring or social listening trackers.

If someone on that fan/advocate list mentions or shares your content, interact with them. For example, if someone quotes or shares your content on Facebook, comment to thank the person and ask what part of the content she thought was most helpful.

It is similar to how you would reach out to traditional media and encourage them to talk. About or share news about your brand, whether it’s a new research report, your latest award, or something else. These individuals may be more receptive than traditional media. To sharing your news or content word for word or adding their positive opinion to the information.

For example, Buddy Scalera, a comic-book writer, editor, and photographer, tapped .Into his fan/advocate database, when he launched his recent book, Comic Artist’s Essential Photo Reference. He shared the news with his contacts and asked them to share the information with their audiences.

Fans and advocates of your well-respected brand often are honoured that you have asked them. For something and are willing to share because, it shows they’re connected closely to a reputable company. That enhances their audience’s perception of them. As an influencer in your industry – and at the same time grows your brand’s reach.

Also read : Website Speed: Learn to Test and Make your Page Faster

Also Read: https://www.allmarketingtips.com/micromarketing-write-for-us/

These are the Main Promotion Techniques

Promotion techniques are usually directly related to the type of customers and characteristics of the market that a brand faces.

Since promotions respond to the brand’s needs when facing the market, they stay presented in different ways. Promotion techniques are usually related to the type of customers and the characteristics of a brand’s market.

Also read : What is the Buyer’s Journey: Step by Step

Main Promotion Techniques

Among the most effective techniques for promotional activities are:

Customer loyalty

Since the customer is the main focus of any strategy, promotions are considered a level of relationship marketing that makes the public feel familiar with the brand.

Economic compensation

Here you can group those that promote monetary reward: direct discounts, vouchers or discount coupons, the 2 x 1 or others.

Product promotion

You can deliver free samples, samples, more product for the same price, gifts or similar.

Events

In the different actions of the brand, some promotional activity can remained applied.

Contests

This technique is very successful in promotional marketing. The results obtained are highly satisfactory since the active participation of the target client remain also requested. This inclusion makes the person feel part of the strategy, a member of the brand.

These are the best promotion techniques, but they are not the only ones, and when mixed, they can be even better. Thus, this tool is still under development, just like the market that is constantly evolving.

Thus, the following recommendations can help you avoid making mistakes when launching a promotional action.

Before services remained promoted, the products must have the quality and remained the same; for instance, those that remain commercialized regularly.

Delivery times do not have to be lengthened or included.

You have to commit and comply with everything that remain being promoted with the promotion.

Now each brand will have to study which promotion technique best meets their needs.

Also Read: Some Helpful Resources on Dyifo

What is Nonprofit Marketing? And How does it Work?

Do you have any idea what nonprofit marketing is? Well then; Starting from the basic concept of marketing (according to Wikipedia, it is the process of developing strategies and planning products or services; advertising, promotion and sales; to reach a specific market segment).

This definition tells us that marketing is an essential discipline for any organization, whether public or private, be it commercial or nonprofit.

The marketing nonprofit, also known as nonprofit marketing or NPO for English vocabulary, is One of the others to obtain your donations or get an active volunteer.

Although deep down, the marketing strategies are the same for both organizations, messages must be adapted. I was directing and focusing them on the benefits of being charitable without seeking to make a profit.

It is a great challenge for organizations to launch a nonprofit marketing strategy. However, the feeling of help that is being provided is gratifying.

Also read: What is a Pillar Page? And How it Impacts SEO?

Aspects to Consider in a Nonprofit Marketing Campaign

The first thing we must consider is that nonprofit marketing is based on two fundamental elements: all

Capture and get users for the services offered.

Recruit and retain volunteers who support the organization’s activity with their time or financial contributions.

Both segments should be treated as if they were customers; therefore, to achieve the proposed objectives. It would be best if you used all the tools you have at hand. In this way, an excellent nonprofit marketing strategy can be established.

Undertake a Nonprofit Marketing Strategy

As in any business, you are ensuring success requires extensive planning. So you will have to follow specific steps that will take you directly to your goal.

Determination of your Goals

You have to design a solid structure that you can continue to execute, establishing basic principles and clearly defining the objectives you want to achieve.

Analysis of Your environment

To know what terrain you are treading and what chances of success you have in your market; It is necessary to carry out an exhaustive analysis of the context in which you will move, that is, an analysis of all the groups of possible interested in your services.

Fundraising

In this step, as indicated, fundraising is more relevant. It is obtaining resources at the lowest cost.

Evaluation of Results

Upon reaching this level, you will be able to take stock of finances and evaluate the results you have obtained; Thus, you will determine which aspects of the campaign did not meet expectations and which ones did. In any case, at this point, you can decide which ones to reuse in future campaigns.

Generally speaking, these are the fundamental aspects you should consider when proposing to carry out a nonprofit marketing strategy.

Also read: Webinar: What is it, and How to use it in your Content Strategy?

Also Read: https://www.allmarketingtips.com/societal-marketing-write-for-us/

 

10 Tips To Make Your Website Accessible

There is an unprecedented rise in the number of ways users access the web. Added to it are the gloomy numbers wherein nearly 15% of the world population are having disabilities of one thing or the other. Understanding the need for building inclusive web spaces, there were many legal litigations filed against even the prominent businesses for not making their websites accessible to everyone. Then, why is that web accessibility brushed off as a low-priority task and often overlooked by businesses?

There are misconceptions that web accessibility is not worth the efforts and quite often it comes with a trade-off wherein design aesthetics would be compromised. Well, making websites accessible is not as hard as it is perceived. Any well-established Web Design Company can help you implement web-accessibility into your website. Many of the web accessibility rules are in line with website development and SEO practices. Let’s look into some easy tips that can make websites accessible and bust some myths around accessibility.

So in this article, let’s look into what, why, and how of web accessibility.

What is Web Accessibility?

Web Accessibility is making every website on the internet accessible to all including people with disabilities. People have different types of disabilities like visual, auditory, speech, physical impairments, cognitive disorders, neurological, etc. They rely on assistive technologies like screen readers, Braille terminals, etc. for browsing the internet. So, companies have to make some quick changes to accommodate more people around the world.Most website design companies from NYC understand this, and will be able to make your site truly web accessible.

Why do we need to make websites accessible?

Though there are a plethora of benefits, for the time being, let’s look into a few reasons.
Equal Accessibility to all.
It Expansion of your target audience.
Avoid legal lawsuits and penalties.
Brand commitment to serve everyone.
Achieve business growth by wider reach.
Search engine optimized websites.

How to make your website accessible?

1. Choose the CMS that supports Accessibility

When you are picking up a Content Management System (CMS) for building your website, make sure you pick the one that suits your accessibility needs. Platforms like Drupal, WordPress have themes or templates that make web accessibility simpler. You can verify the theme’s documentation on accessibility wherein you can find tips for creating accessible layouts for the theme. You can follow the guidelines mentioned while you select the plugins, modules, and widgets. Even elements like toolbars should be able to create accessible content via headings, accessible tools, videos with closed captioning, etc.

2. Proper usage of headings

Many people with disabilities who rely on screen readers should be able to navigate through content. Proper heading structure can provide a strategic and well-organized website that can be easily intercepted by screen readers. Make sure to pick the right semantics while choosing the headings as they do wonders for people with visual deficiencies and screen readers. Logical sectioning is imperative especially when you have content-heavy websites.

3. Use Alt text for Image tags

Screen readers can understand only the text content and hence you need to provide the alt text for images. Even for infographics or any other informative images, you need to convey the message through alt text.

4. Unique and descriptive names for the links

Whenever you include links in your content, do not use any generic content like “click here”. Use the text that properly describes where the link will take the user. A screen reader user should know where the link takes them to when they click on the link. For instance, if you are pointing to a “Contact Us” page, then “click here to talk to our representative” is not as effective as “To talk to our representative, Contact us

5. Make your forms

A visually impaired who relies on screen readers does not have the same cues as a normal person. So, make your forms well-positioned with descriptive labels and should be able to tab through the forms while filling out the forms as they may not know that there are additional fields and hence may hit the submit button. You can even group a few fields say, for instance, name, DOB, etc. under personal information. In addition to using an asterisk symbol for mandatory fields, you need to add ARIA required as true for the screen reader purpose. The users should be alerted if there are any errors or the form is submitted without any issues.

6. Contrast Sensitivity

People with vision impairments have low color contrast sensitivity. So, while designing your web pages, ensure to have a high contrast between the foreground and background, and also avoid thin fonts. This is especially crucial for CTAs. You can try different combinations to see what works the best for them. Some combinations like green on red and vice-versa are hard to read and need to be avoided. You can also evaluate color contrasts using several tools available online.

7. Add Keyboard Navigation

Users with motor disabilities or mobility difficulties may not be able to use the mouse for accessing the content and they rely on other input devices like a keyboard. So, make your content keyboard-only for helping the users logically navigate through the site content. Multiple menus and sub-items should be made accessible with the keyboard rather than hovers over the times with a mouse. If you have a content-heavy website then let the keyboard-only users skip to the relevant portions of the pages by clicking on the anchor links.

8. Make Multimedia

If your website has multimedia elements and video which is vital for increasing user engagement, use audio description for visual parts like images, gestures, etc. which helps the blind users to understand the visual aspects. You should also provide text captioning with proper synchronization with the audio and video tracks for the users who have difficulties with hearing. These captions should be used with proper color contrasts.

9. Use ARIA roles (Only if necessary)

ARIA helps you to create dynamic and accessible content. The ARIA roles and attributes provide more context for the website accessible elements to help the users relying on assistive tools like screen readers. Adding ARIA attributes may not be sufficient for making complex widgets accessible especially for keyboard-only users. You need to set up the interactions using JS only.

You need to focus on the following most commonly used ARIA roles.

  • Landmark – Used for navigation by the screen readers
  • Widget – To describe interactive elements that do not have semantic HTML equivalents
  • Abstract – Helps organize and streamline your documents
  • Window – For creating subsections of the main document
  • Document Structure – For a structural description of a section
  • Live regions – To detect dynamic content changes and alert disabled users

10. Minimize the Use of Tables

Use tables only for tabular data but not for layout purposes. Screen readers find it challenging to read the tabular data in the same visual flow. Of course, screen readers will inform the users about the number of rows and columns used. Do not use tables for layouts for adding this additional verbosity as reading out the number of rows and columns is a distraction from the main content. You can use CSS for presentation purposes.

Conclusion

Creating accessible and universal designs is imperative for the success of a website and in turn for the business. Making your websites accessible to everyone on the web not only avoids legal lawsuits and penalties but also improves business growth. If you are looking to make your website accessible, Skynet Technologies can help your business launch a website that everyone across the globe can use everywhere.

Author: Rajesh Bhimani

Author Bio: Rajesh Bhimani is the Founder at Skynet Technologies, Website Design and Development Agency. He has 20 years of experience in Technology and Marketing industry. When he isn’t working, you can find him cooking for his family or reading some fiction. You can connect with him on Twitter.