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Seven Easy Steps for Producing High-Converting Content You have probably heard the phrase, “content is king.”  However, when I present my content marketing workshop, I tell attendees that quality content is king.  This quality content should not only be original and engaging, but also high-converting.  High-converting content is created with your prospects in mind.  In this blog, discover the steps to producing high-converting content that will help to turn your prospects into revenue generating customers. Seven Steps for High-Converting Content Success Writing high-converting content has changed over the last 10 years; therefore, it is key to always look for opportunities to improve your strategies.  Below are seven steps, which will help you to produce high-converting content. 1. Define Your Target Audience Before you can start writing your amazing, high-converting content, you need to understand who your target audience is.  Start by asking yourself the following questions: Where can you find your target audience? What are their pain points? What motivates them? Gathering data to answer the above questions will take some legwork and time, but it is achievable with the steps below: Keep on top of your company’s social media presence as well as investigate different social media platforms and online communities or groups where they are most active.  You can read what they are commenting on or saying. Ask leads gathered at trade shows or from website lead generation forms if they are willing to answer a short survey.  In exchange, provide a small token of appreciation for their valuable time. Next, investigate your competition. You can learn a lot from their online activities as well as what customers are posting about them.  Check out their online reviews on Yelp and Google. 2. Select Keywords To reach your target audience you must incorporate keywords that they use when searching... 
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Gain New Customers and Revenue with High-Converting Content

Get the Latest News on What Matters Most with Google Alerts Google offers an awesome library of free online tools, such as Google Analytics, Gmail, Google Docs, Google Alerts, and many more.  In this blog I am going to focus on Google Alerts, a tool widely used by marketers.  You will learn how this easy to set up and use solution will become invaluable for a variety of reasons. What are Google Alerts? Google Alerts is a free digital marketing tool that monitors the Internet for you based on keywords or keyword phrases that you establish.  It will track your search queries across websites, news sources, blog posts, videos, online books, finance trackers, and discussion forums. However, it does not monitor and pull content from social media posts. With its Search Settings and Advanced Operations, your notifications can be customized for further granularity.  You can specify if you only want queries from certain sources, a specific region, or in a particular language.  Furthermore, you can determine the frequency of your alerts.  Notifications can be received as they happen, daily, or weekly.  You can request that all alerts appear in a single email too.  Besides frequency, you can also establish the time of day you would like to receive your alerts.  Finally, you can select “only best results” or “all results”.  However, Google does not clearly define how an alert is included in the best results category.  Once your Google Alerts are set up, you will begin to receive notifications and alerts to your email address. The Many Uses for Google Alerts Google Alerts is a flexible and versatile tool that can be used for many purposes.  You can monitor many keywords at the same time.  The maximum number of alerts at a given time is 1,000.  You can also change... 
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Google Alerts – A Free Media Monitoring Tool to Keep Marketers in the Know

Don&#8217;t Waste Marketing Resources, Be Spot-On with Your Target Market Often times when I teach a workshop, I ask the question, “Who is your target market?”  More than once I have received the answer, “everybody”.  Business owners like to believe that everyone in the world will buy their product or service.  However, this is not the case, which can result in using valuable marketing resources to pursue the wrong customers.  In order to increase sales, it is critical to understand your target market and determine the most effective ways to reach it. What is a Target Market? Defining the term, target market, is the first step to determine the right customers for your product or service.  Simply stated, a target market is a specific group of people with shared characteristics to whom a business markets its product or service.  Certain products or services appeal to a more encompassing target market while others fit into a niche market.  A niche market is a subset of a larger market with specific needs or preferences.  Niche markets may be based on categories such as price points (luxury vs. discount) or particular interests such as health and wellness (examples include alternative medicines or a particular type of milk, such as goat’s milk). How to Identify Your Target Market Market segmentation is key to identifying your target market.  It is defined as the process of dividing a broad consumer or business market, which usually includes a mix of existing and potential customers, into sub-groups based on shared characteristics.  These characteristics can be based on needs, interests, and personalities.  However, there are a few different types of market segmentation, which are covered below.  Marketers often use a combination of them.  By doing so, they achieve a deeper level of granularity.  This deeper dive is critical to... 
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The Key to Business Success:  Selecting the Right Target Market

Marketing Tools to Make You a Smart Marketer When I started writing this blog, the first thing that came to mind was the song, “My Favorite Things,” that Julie Andrews sang in the movie, The Sound of Music.  I know I am dating myself for a few of my readers.  However, the marketing tools I am going to explore with you are a few of my favorite things that I have used consistently over the last several years.  All these tools have paid versions.  However, they also offer free versions, which are perfect for small and medium businesses. The Definition of Marketing Tools Marketing tools cover a broad range, from techniques and strategies to materials and software.  Companies use them to promote their products and/or services.  The goal of marketing tools is to help increase sales.  Below are four free software marketing tools that have been instrumental to diamonddog Marketing. 1. Google Analytics Google Analytics is a must for any company website.  In today’s digital world it is critical for a business to have a website, not just a company page on social media.  Simply put, this free marketing tool tracks how visitors are using your website, which is key to your company’s success. It provides many valuable data points such as your website’s bounce rate.  The bounce rate is the percentage of single-page visits or sessions where the user did not interact with the website.  According to Google Analytics, you should be concerned if your bounce rate is over 35 percent.  To help lower a high bounce rate, conduct a content audit, and revise your website based on the data gathered. Time spent on a website page is also another key measure that is tracked by Google Analytics.  It will provide the average time spent on each page as... 
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A Few of my Favorite FREE Marketing Tools

Learn How Timing Matters for an Effective Email Campaign An email campaign may seem to be an outdated form of marketing to you.  On the contrary, even in 2022 it is still one of the most effective tools in any marketing team’s plan.  It can lead to new lifelong customers and help to grow your bottom line.  B2B marketers as well as B2C industries still embrace email marketing.  Fifty-nine percent of B2B marketers claim email is their most effective revenue generation channel.  Email campaigns boast a 3,800 percent ROI, which make them one of the most cost-effective and profitable marketing strategies.  However, there are many elements that are critical for an effective email campaign.  The time it is sent is one of the most important factors for success. Email Campaign Timing Basics According to statistics from integrated marketing platform, Mailchimp, the average email campaign open rate across all industries is 21.33 percent.  The average click through rate is 2.62 percent and the average unsubscribe rate is .26 percent.  These may seem like very lofty goals to achieve.  Timing is just one key element to consider when trying to achieve these goals or even better.  Below are two timing basics to consider when sending an email campaign: 1. Best Times of the Day According to HubSpot, 10 am is the best click-to-open rate for an email campaign at 21 percent.  The second-best time is 1 pm at 22 percent.  There is also an end of the day spike around 6 pm.  Avoid sending an email campaign during lunchtime because it will probably be ignored.  If you are sending to recipients across several different time zones consider the most popular time zone for your list of contacts. 2. Best Days of the Week Also, according to HubSpot, the best days of the... 
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When is the Perfect Time to Send an Email Campaign?

Experience Organization and Many Other Benefits with a Content Calendar You have many great content marketing ideas that you would like to execute.  However, it is critical that you carefully plan out your marketing efforts to guarantee that you make the most of your time and budget when creating every piece of content.  A content calendar, which is often called an editorial calendar, will help you do just that.  This written schedule details out not only when or where you plan to publish upcoming content, but also includes other valuable information to keep your marketing team on track.  You can purchase many different types of content calendar templates from companies such as Monday.com, and Asana or you can build for free a custom calendar in Excel or Google Sheets. Key Categories to Keep your Content Creation on Track A content calendar provides one central repository with many pieces of valuable information to ensure new and varied content is being produced on a timely basis.  Below are key details to include in your content calendar: 1. Type of Content Lay out the different types of content that will be produced.  It can range from traditional types, such as white papers and brochures, to videos, podcasts, infographics and more.  By placing this information into a content calendar, you will produce a variety of marketing materials that will keep your audience engaged. 2. Publication Date/Frequency Creating content can be resource intensive; therefore, it is critical to set dates on your content calendar.  However, your expectations should be realistic. 3. Name the Author/Owner An owner/author should be assigned to every piece of newly created or revamped content.  Accountability is key to ongoing production. 4. Working Title Every piece of content should have a title from day one.  However, it may be revised before the... 
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A Content Calendar Can Help You Make the Most of your Marketing Efforts

A Content Marketing Strategy is Key to Business Success A content marketing strategy is a plan for building an audience by publishing, maintaining, and distributing frequent and consistent content that educates, entertains, and/or inspires.  With a strategy, the content you produce will turn strangers into frequent website visitors.  Ultimately, these visitors will more likely become customers. We have all heard repeatedly that “content is king”, and those companies that have a content marketing strategy are more likely to be successful.  However, not all companies have a documented strategy.  In fact, just 43 percent of B2B (business to business) companies and only 33 percent of B2C (business to consumer) organizations have a documented content marketing strategy. Nine Key Questions for Developing Your Content Marketing Strategy A content marketing strategy should not be a one-off process that is developed whenever.  Instead, it should be produced annually.  Over the past year, content creation has become more strategic.  According to a recent survey by the Content Marketing Institute, ninety-one percent of respondents indicated their organization views content as a business strategy, up from 72% last year. When developing your content marketing strategy, think about any tangible media that you have created and own.  It should include numerous types of content ranging from an infographic and podcast to a white paper, social media posts and much more.  Before you develop your content marketing strategy consider the following nine questions: 1. Who are your target audiences? Most likely your business has more than one type of customer; therefore, your content marketing strategy should target more than one type of reader.  A variety of content types and channels will help you engage different audiences.  Certain types of content resonate more effectively with particular generations. 2. Who is your competition? You may have a wider variety of competitors... 
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Nine Questions to Guide You to an Effective Content Marketing Strategy

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. 1. 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. 2. 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&#8217;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. 3. Retarget Your Existing Customer... 
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An Advertorial is Perfect for Growing Your Business

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... 
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How to Ensure PR Coverage in a Digital World

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... 
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Bring in the Right Talent with a Fractional CMO

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Podcast: Shaping the Industrial Buying Process https://t.co/57B8rzouTB via @MMSOnline 
#buyerpersona #industrialmarketing

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B2B marketers are struggling to produce enough content amid the pandemic https://t.co/IQzJXl75aL via @thedrum 
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How To Get More Word-Of-Mouth Patient Referrals In A Digital World via @forbes https://t.co/7Zx8O32r5S 
#reputationmarketing #referral

The Great Debate: Who Owns Sales Content? https://t.co/9YbHFdkIxz #salescontent #contentmarketing

The 5 Most Important Stages in the Content Marketing Process [Infographic] https://t.co/OCadWglHzk via socialmedia2day 
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