diamonddog Strategic Marketing Services Blog

diamonddog Strategic Marketing Services Blog

Jan 24, 2021

An Advertorial is Perfect for Growing Your Business

Gain Visibility While Educating Your Customers Have you ever read an interesting article to only discover that it is an advertorial instead? An advertorial is a cross between an advertisement and editorial content; therefore, the name advertorial. A company sponsors, pays for and often writes it or hires an agency to produce the content. An advertorial can be published in print publications and in digital media. Its goal is to inform prospects about a company’s product while also providing educational content. The words, sponsored content or advertorial, are posted either at the top or the bottom of the piece. An Advertorial Offers Many Benefits As you develop your 2021 marketing plans, you should include an advertorial in your list of various types of content. Below are the benefits it offers over traditional ads. Provide an Impactful Message Advertorials are highly effective. Readers are much more likely to read an advertorial than a traditional ad because it is not a pure sales pitch. Advertorials not only present information about your product, but they also tell a story.  These stories allow you to demonstrate your company’s expertise in a particular market. The diamonddog Marketing team created the above advertorial, which was published in Mobile Sports Report. Increase Engagement Since advertorials are less intrusive than other types of ads, consumers are more likely to not only read them, but also to interact with them in various ways. According to a Reader’s Digest study, advertorials resulted in 81 percent more orders than traditional ads. Compelling advertorials lead to more shares on social media than classic advertisements. The links shared in posts increase your brand’s visibility. Advertorials not only increase brand visibility, but also brand lift, which is a positive shift in a consumer’s awareness of a brand. Retarget Your Existing Customer Base Advertorials are... Continue Reading The post An Advertorial is Perfect for Growing Your Business appeared first on diamonddog.

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Aug 24, 2020

How to Ensure PR Coverage in a Digital World

Bolster Online Publicity for Your Company Receiving PR coverage is a big plus for any business.  Publicity can provide many benefits, such as establish you as an industry expert, increase brand visibility, or spread the word about a new product/service.  However, receiving media coverage in today’s digital world requires careful preparation and content creation. PR Coverage Tips Today’s online world is saturated with information.  Capturing the attention of writers is not easy.  They are busy people, receiving almost 38,000 emails per year while other workers on average only receive 12,000 emails annually. And, 44 percent of these writers are pitched a minimum of 20 times per day.  Outlined below are a few tips to help ensure PR coverage for your business: 1. Tell a Compelling Story Journalists want an irresistible hook.  Do not bore them by telling them just what your business does, but instead elaborate on its uniqueness.  How does your new offering stand out from the competition?  What motivated you to start your business?  Why should someone use your product/service?  How is your business going to change the world?  Developing a strong and compelling story will be time well spent.  It will lay the groundwork for future PR coverage. 2. Conduct a Photo Shoot Today’s digital age has brought about many changes for journalists.  One major change has been a decrease in budgets.  Nowadays, writers often do not have the latitude to send out a photographer for every story of interest.  And, sometimes without a photo, the story may not be covered.  Plus, articles are posted to social media sites and those with photos receive many more views, clicks, and shares.  For example, tweets with images receive 150 percent more retweets than tweets without images. To solve this issue, you can take photos of your product or even... Continue Reading The post How to Ensure PR Coverage in a Digital World appeared first on diamonddog.

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Jul 30, 2020

Bring in the Right Talent with a Fractional CMO

Outsource Marketing Leadership for Long Term Business Success The word, fractional, has been gaining momentum in today’s business world.  Investors can purchase fractions of stock or real estate.  And, now it is becoming increasingly popular for businesses to hire a fractional executive such as a CMO or chief marketing officer.  Savvy business owners realize that a fractional CMO can fulfill a variety of roles at a cost that fits in a company’s current budget. Portrait of a Fractional CMO A fractional CMO is a marketing executive hired to establish or lead your company’s marketing efforts on a part-time or short-term consultative basis.  With this type of arrangement, small to medium businesses (SMBs) can afford top marketing leadership.  The financial burden of hiring a full-time chief marketing officer averages about $175K per year just in salary. On average, a fractional CMO spends 15-20 hours per week working with a client.  Engagements typically are six months or longer, resulting in a high level of commitment from both parties. The Benefits a Fractional CMO Provides A chief marketing officer plays a critical role in a business’ success.  However, there are times when a fractional CMO may be just the solution for a company’s current needs as demonstrated by the benefits detailed below: 1. Strategic Direction To be successful, a business must have a strategy.  A fractional CMO can provide that much needed strategic direction because he/she brings extensive experience.   The ability to provide strategic direction is the number one reason why a company hires a fractional CMO.  Without a sound strategy, a business will not be able to successfully meet its growth goals. 2. Fresh Perspective A company can become stuck in a rut.  Current marketing efforts are not achieving the results desired.  Fractional CMOs can provide a fresh perspective without any existing... Continue Reading The post Bring in the Right Talent with a Fractional CMO appeared first on diamonddog.

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Jun 26, 2020

Want to Stand Out? Try Reputation Marketing

Impact Your Brand with Reputation Marketing Your brand is one of your company’s most valuable assets.  However, it can be tarnished very easily, especially in today’s digital review world.  In fact, only 13 percent of consumers will consider doing business with a company that has an online rating of one or two stars.  To combat such public negativity and to build a positive image, reputation marketing has increasingly become the answer. Understanding Reputation Marketing Reputation marketing is a strategy that your company can use to better understand what is being said about it online.  This can include digital content such as reviews, comments made on social media and in online forums, and traditional press releases and articles.  Reputation marketing includes focusing on the promotion of positive content from these different mediums.  However, it not only just deals with the positive.  This strategy also provides an understanding of the negative to help improve your company’s brand, overall online reputation, and ultimately sales. Benefits of Reputation Marketing Reputation marketing is an ongoing activity, but the strong review base that it provides is well worth the effort.  This marketing tool offers multiple benefits: 1. Business Growth Reputation marketing is a great tactic to grow your business exponentially.  However, an effective program requires positive reviews across a variety of review outlets.  Many people have their “go-to” review sites and may even consider others unreliable.  By having your company reviews across a wide range of sites, your reputation marketing program can certainly result in business growth. 2. Advantageous Pricing A large number of online positive reviews can translate into pricing power.  By demonstrating your business is better than the competition, you have the ability to charge more.  Customers are willing to pay more if they think they are going to receive a superior product or... Continue Reading The post Want to Stand Out? Try Reputation Marketing appeared first on diamonddog.

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Apr 14, 2020

Boosting Your Bottom Line with Digital Marketing

Best Practices to Grow Your Online Presence Digital marketing has gained ground over the last several years.  In fact, nine out of 10 B2B buyers stated that online content has had a moderate to major effect on purchasing decisions. With the advent of COVID-19, your company’s digital presence is more important than ever.  Just like 9/11 ushered in a “new normal” so will COVID-19.  These different practices will affect many aspects of business including marketing.  Now is the best time to review your online marketing to determine if a refresh is necessary. Digital Marketing Assets Digital marketing encompasses many different tactics.  Below are a few that are particularly important for delivering a good online impression of your business. 1. Website There are almost two billion websites on the internet today.  And, North America has the highest rate of internet users in the world.  Over 94 percent or almost 350 million North Americans are online.  With these types of statistics, it is more important than ever to be online.  Not only must your company have a website, but it should not look like it was built in the year 2000.  In today’s fast-paced world,  it takes only 50 milliseconds or .05 seconds for most visitors to form an opinion of your website.  Hopefully, that opinion will lead to further exploration of it. Your website does not have to be fancy, but at a minimum, it should include the following elements: A listing of your products and/or services.  Depending upon the extent of your content, it can be all included on one page, or there can be a separate page for each product or service.  Besides the content, you should also include any high-quality photos, videos, and collateral. Your company’s history, mission, vision, and any differentiators (unique skills, technology, etc.) should be... Continue Reading The post Boosting Your Bottom Line with Digital Marketing appeared first on diamonddog.

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Mar 24, 2020

Learn How to Make Your Podcast Fab, not Drab

A Podcast can Usher in a World of Opportunity A podcast is a set of digital audio files that may also be accompanied by video.  It is available on the internet for downloading.  Over the last four years, podcasts have experienced explosive growth with a 120 percent increase.  Ninety million Americans listen to a podcast every month, with Millennials being the largest group of consumers  This increase is due in part to the widespread usage of smartphones and listening “on the go”.  People listen to podcasts while working out, commuting on the train, waiting for a friend at a coffee shop or walking their dog.  Podcasts have become the new talk radio on mobile devices.  A podcast may be just the answer to reaching a world of new customers for your business. Benefits of a Podcast Before you jump into creating your first podcast, you may be interested in learning how it can benefit your business.  Below are four reasons to consider creating a podcast. 1.  Position Yourself as an Authority in Your Field A podcast provides a format for sharing your expertise in your industry. Regular podcasts with accurate information or ideas help to establish you and your company as an authority. Customers like to work with a company that is on top of its industry, and with a podcast you can demonstrate just that.  It turns your business into a trusted source. 2. Reach New Audiences A podcast can help you to reach new audiences.  It can help to build familiarity with a wide range of people. As long as you continue your audio series, your newfound audience is quite likely to keep listening. Additionally, your listeners may recommend your podcast to others who may be interested in your topics, increasing your reach considerably. This can lead to... Continue Reading The post Learn How to Make Your Podcast Fab, not Drab appeared first on diamonddog.

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Jan 21, 2020

QR Code Benefits that Will Make You a Fan

Discover the Value of QR Codes QR codes have been in existence since 1994 yet their value is still being questioned today.  Recently, our team designed a client’s direct mail piece, which included a QR code.  When we told him that we planned to include a QR code, he asked, “Do people still use them?”  Our answer was a resounding yes!  In fact, the QR code market is experiencing tremendous growth.  According to Juniper Research, by 2022, 5.3 billion QR code coupons will be redeemed by smartphones and one billion smartphones will access QR codes. The Rise of QR Codes A QR code is a scannable 2D bar code, which provides a great way to access information using a smartphone.  When they were first invented by the Denso Wave Company, QR codes were used for tracking items in the manufacturing process, similar to how RFID (radio-frequency identification) tags are used today. In 2011, Macy’s and Best Buy implemented QR codes.  However, without mass smartphone adoption and fast internet speeds, they did not become widespread. Then in 2017, Apple introduced the iOS 11 update, which added an integrated QR code scanning capability in its camera.Recent Android smartphones also have made it possible to scan a QR code without downloading a QR code scanning mobile application first.  Also, common apps such as SnapChat, Pinterest, and WeChat include a QR code reader.  These improvements, along with the widespread adoption of smartphones and high-speed internet, have now made QR codes ubiquitous. QR Code Use Cases QR codes can be used for multiple purposes.  Below are a few of the more common QR code use cases.  1. Showcase Video The use of video has been increasing dramatically.  In fact,75 million people in the U.S. watch it every day.  Video is much more effective than the written... Continue Reading The post QR Code Benefits that Will Make You a Fan appeared first on diamonddog.

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Dec 23, 2019

How to Create Landing Pages that Convert

Seven Best Practices to Boost Your Conversion Rate A landing page is a website page that has been designed for a specific marketing campaign.  Its purpose is to receive and convert traffic.  Landing pages are created for a variety of reasons and below are just a few examples of the actions that can take place on them: Buy a product or service Make a charitable donation Download a piece of collateral such as a white paper or infographic Subscribe to a newsletter Register for an event Request a quote No matter how visitors reach this destination – through organic search, online ads, social media or email – it is critical to engage them.  The objective is to ensure these visitors take action.  However, not all landing pages are equally effective.  The goal of converting visitors into leads can be achieved by implementing proven methods. Landing Page Best Practices  1. Create a Headline Geared for Your Target Audience The average bounce rate for landing pages runs anywhere from 70 percent to 90 percent.  With this type of bounce rate, the headline on your landing page is of utmost importance.  As the writer of the headline, you must be aware of who your audience is and why they are on your landing page.  For your visitors, they need to understand in seconds of arriving on your landing page what is in it for them; therefore, writing a well-crafted headline critical. 2. Include an Appropriate Image As we all know an image helps to ensure content is noticed and read.  An image is critical on a social media post, an email campaign, a blog and a landing page.  It can be just as important as your headline.  The image should be relatable to your target audience and convey a desired feeling.  Often a... Continue Reading The post How to Create Landing Pages that Convert appeared first on diamonddog.

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Oct 28, 2019

How to Guarantee Your Content Audit is a Screaming Success

A Step-by-Step Guide to Take the Fear out of Your Next Content Audit When you hear the word “audit” you probably associate it with adjectives such as scary, time-consuming, and complex. A content audit is no exception. However, instead of classifying it as a dreaded activity, you should view it as an opportunity.  It can yield some eye-opening results as demonstrated by Microsoft. This powerhouse company conducted a content audit and discovered that its website had 10 million pages of content, but three million pages had never been visited. By removing the millions of pages of unnecessary and irrelevant content, Microsoft not only made its customers much happier but also learned the best type of content to attract customers. The Five Steps of a Content Audit 1. Define a Content Audit The first step in a content audit is to understand exactly what it is.  A content audit is not just a laundry list of your company’s content. It is also an inventory analysis.  Depending upon the goal of your content audit, it can include marketing materials across all mediums.  A content audit is a foundational element of your overall content strategy. 2. Establish Your Goals Once you are clear about the definition of a content audit, you can establish your goal(s).  You can select one main goal, or you can include several for your content audit.  Below are just a few possible examples: Delete or revise outdated content Review content for messaging consistency Determine SEO effectiveness Identify content gaps, weaknesses and needs Evaluate the quality and effectiveness of each piece of content 3. Inventory Your Marketing Assets Now you are ready to identify and index your marketing assets.  Depending upon your content audit goals, you may only include digital assets, just traditional marketing materials or a combination of both.... Continue Reading The post How to Guarantee Your Content Audit is a Screaming Success appeared first on diamonddog.

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Sep 9, 2019

Learn How Content Marketing Impacts Your Bottom Line

Secure Your Industry Leader Spot with Useful Content Content marketing is defined as a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content that attracts and retains target audiences.  It should not be a sales pitch, but it should provide content that truly helps solve issues your prospects and customers are experiencing.  The goal of content marketing is to drive profitable customer action that will impact your business’ bottom line. Where to Start Most likely your company has produced content already.  However, is it the right type of content that makes your company stand out in a crowded marketplace?  The first step to determine if you have a good content marketing approach is to review all your existing materials.  Next, align them with your buyer’s journey.  In a previous blog, we divided the buyer’s journey into five different stages – awareness, consideration, purchase, retention and advocacy.  The content at each stage should move the buyer forward to the next one while resolving their painpoints.  This is how you will demonstrate your company’s value and not just constantly provide a sales pitch. After you identify any content marketing gaps, you will need to pull in relevant stakeholders, not just fellow marketers.  Sales, product management and customer service are critical to producing the right type of content.  It is imperative that you know what marketing materials they are using successfully, what is not working and what is missing. Content Marketing Calendar Now that your content marketing audit is completed, the next step is to create a content marketing calendar.  It is key to brainstorm as a team before you just start producing new content.  The different types of content should be carefully laid out on a monthly calendar.  We mentioned taking into consideration the buyer’s journey, but you... Continue Reading The post Learn How Content Marketing Impacts Your Bottom Line appeared first on diamonddog.

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