Monthly Archives: March 2016

Integrating Article Marketing Into Your Selling Function

imageWith the advent of the digital age, a new door was opened. Companies were now able to access markets and target segments that would normally have been out of reach, geographically. At present, a good number of customers look to the internet for most of their purchase needs. Whereas the choice was limited to just a couple of shops in one’s locality, consumers can now compare products in different countries before arriving at a transactional decision. On this basis any company looking to establish itself in its market needs to engage a concerted digital marketing effort. How to do this, in light of the fact that most business already have a traditional marketing function is the question.

The first thing to keep in mind is that article marketing follows the same basics as traditional marketing forms. There is no reinvention of the wheel, and a sound understanding of basic marketing principles is a step ahead in the article marketing race. As such, mainstream advertising, promotion and all the other Ps’ of the marketing mix are still relevant. For this reason, any marketer can engage article marketing without feeling like a fish out of water.

That out of the way, there is a consideration to be made. In digital marketing, the communication and marketing function join forces. Contrary to a traditional set – up in which the marketing department is separate from public relations, digital marketing requires that these work hand in hand. Selling to strangers that you may never get to meet, article marketing requires that you not just sell your products, but also build an image for your business .

Earlier in this discussion there was mention of the 4 Ps of marketing. These are product, price, promotion and place. As already alluded to little has changed in how they are implemented. A closer look needs to be taken when it comes to place, though. Traditionally business only had to custom make their products to suit a specific demography. The World Wide Web, however, has made it possible to sell to diverse markets across the world. This brings in a host of challenges from differences in time zones to cultural appropriateness.

It is now the added responsibility of the marketer to carefully analyze each market segment and come up with promotional material that is acceptable for the intended audience.

Just Finished My Marketing Article: Now What?

imageIn business and commerce, using the internet has a different connotation to making use of it for fun and leisure. While aimlessly surfing the web mainly involves poring through lots of content, in the corporate world the internet’s value rests on the innumerable links that are available. Commerce’s lifeblood is networking and communication and it is exactly what hyperlinks on web pages do. For this reason, using articles in the marketing effort is a very important practice for any business. Articles are a great way to connect web visitors to your organization and the products and / or services that you offer. The question then arises, how and where should you place your articles for maximum visibility.

The first stop, particularly for general articles, is web sites whose main role is to receive varied articles. These are particularly helpful as they provide exposure to a wide viewership, without the usual financial sting that comes with traditional marketing techniques. These sites are particularly useful as they make your article visible for anyone to view.

That said, article submission is but the first step. Doing this alone will not have much of an impact on your sales conversion rate. To complement your marketing efforts, it is also of great importance that you post your articles on your website, with clear links to the product or service that you offer. These links can either be within or at the conclusion of your article. This will have a dual effect as it spreads the word about your product, while simultaneously increasing traffic to your website.

Once you have established that you have quality and relevant content related to your product offering, you may want to consider automated article distribution. This is an efficient method in which you dispense your article to various sites that help you to increase your market reach. There are a number of ways of achieving optimal distribution levels, and different solutions apply to different individuals, depending on budget, size and customer requirements. One can opt for a virtual assistant to do the heavy lifting or rather go with distribution websites that charge a nominal rate for their services.

Common Mistakes In Article Marketing

mark-804938_640Due to the increased access and exposure to information, sales people and marketers have had to change their approach to selling. By the time a customer makes an enquiry about a product, they usually have decided what they want to buy and in what quantity. For reason content marketing has gained so much traction. Getting article marketing right, is thus of great importance. In trying to establish this initial contact, there are some typical errors that can be avoided, in order to streamline sales.

One problem that usually arises, especially in the service industry, is the temptation to personalize the selling strategy. While this may make sense as the seller looks to connect with the customer on a personal level, there is a downside. Because of how varied markets usually are, the concept can backfire. Customers who don’t relate to the can be overwhelmed and alienated by the individual tone taken. Finding the balance between being personal and professional is key.

Similar to the first challenge, the second issue also relates to the message relayed to the consumer. Often encountered by large organizations, it is important to avoid content that refers to the organizational ethos and structure too much. While many customers take comfort in the fact that they are dealing with a trusted brand, they may actually not be too interested in intricate details about the leadership, corporate culture and other aspects not related to the product in question. It is always a good idea to stick to selling the product and nothing else.

Another issue, that is more geographical in nature, has to do with demographics and market segmentation. In some instances there may be absolutely nothing wrong with a marketing content strategy. However, as good as it may be, if it is not targeted at the right audience, it may be of little or no use. Teenage consumers for example, are usually  visual – oriented and like to see and experience a product before they purchase it. More mature and possibly academic customers may take time to read on and understand the product. By trying out different content on the target market, it is possible to come up with a hybrid strategy to satisfy different markets.

Whatever article marketing approach taken, it is important to understand the target audience and deliver relevant and effective content.