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The ”How” To Effective Lead Generation

Article Marketing can be a good tool for getting the word out and increasing your product or service visibility. However like most entities involved in selling and transacting, a common challenge is converting leads into actual buyers of their products. While the theoretical aspect of article marketing can be understood as creating content in order to showcase one’s product and generate interest, it may be of use to outline various ways in which one can go about it.

One of the most common and possibly conventional way of catching customer attention and generating leads is through the creation of an appealing ebook. In the present millennium, ebooks have turned out to be a very fashionable way of engaging customers. By creating interesting and well researched content, an ebook can be very useful to marketers in disseminating the relevant information.

Another great way to get the market reach one desires is through landing pages. Loosely defined, a landing page is the first thing that web visitors will see when they come to your website. It is essentially the entry point of your website and helps to create the atmosphere or ambiance that you are trying to communicate on your site. To begin with, the page needs to have a striking headline, something that will grab the attention of visitors. Building on that it then progresses to create interest in the reader as he continues into the site.

The last thing to take into consideration are case studies and testimonials. This is particularly true for business to business marketers. The understanding is that by showcasing the many happy customers that you have, it becomes an effective way of strategizing your content marketing practice. This can work wonders for your lead generation.

In all these techniques focus is on creating quality content that reaches out and captivates the target audience.

Maximizing Return On Investment From Article Marketing

Many organizations and individuals alike have resorted to some type of cyber promotion in order to increase market reach. Though the positive outcome associated with article marketing is usually undeniable, challenges are usually faced when trying to get the most out of invested capital. There is a need to measure Return On Investment, or ROI, in order to accurately measure the effectiveness of the marketing drive. Data driven customer feedback can be a great way to assess the impact that the promotional activities are effecting.

The first step to take in assessing market reach is to isolate the problem. Prior to engaging a content marketing campaign, there is need to find out what exactly the goals of the program will be. What is the objective of the firm? Is it to rekindle the loyalty of longtime customers or to target prospective clients? By accurately defining the target market, it will be much easier to perform a variance analysis, by which ROI can be calculated.

The second aspect to look at is data assessment. The findings that a content marketer has to his disposal can take a number of forms. It may be primary, for instance information about previous customers or purchases. It may also be secondary in nature based on statistical aspects such as demography and income figures. A thorough data analysis process will ensure that the right article marketing methods are used to reach the intended audience. By so doing, the marketer can exclude extrinsic factors that may skew ROI results.

Having laid the groundwork for your article campaign, it is only logical that a monitoring and testing exercise follows. Web analytics for instance can provide a great insight into web visitors, website clicks and post reach. This area is still quite contested as it reveals a gross measure of site traffic and may not single out unique visits, though. Nonetheless, a low customer turnout after launch can never be a good thing whichever way you look at it.

That said, the steps outlined put together will paint a clear picture of how well your article marketing campaign is doing and the effectiveness of your efforts per unit dollar spent.

 

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.