3 Reasons Why you need Webinars for your Content Marketing

Why Content Marketing?” was among the very first posts we wrote and published and amazingly it got a whole lot of comments and support. It is for that sole reason that we have decided to have a series of content marketing articles that will focus on the different aspects of content marketing, and it is our sincerest wish that at the end of the day, you will all have learned something that will help you get more traffic and sales.

 

Without further ado, let’s get down to business. Today’s topic: 3 Reasons Why you need Webinars for your Content Marketing. So, what are webinars? Simply put, these are online workshops, also known as web-based seminars. Many companies have realized the power of webinars and are thus using it as an alternative means of seminars and conferencing.

 

Webinars have many advantages ranging from cost-effectiveness to flexibility, and anything in between. A solid example of how webinars are cost-effective lies in the reduction of transport costs together with accommodation. Traditionally, during a company’s annual general meeting, its employees would have to travel and even be availed with accommodation. However, with webinars, a conference can take place thousands of miles away and respective attendants won’t have to leave the comfort of their offices. Thus, many companies have had the pleasure of transmitting the message, without incurring extra costs.

According to a study released by the Content Marketing Institute, 59% of B2B marketers are using webinars. A further 61% believe that webinars are an essential tool in Internet marketing. That said; let’s get down to the nitty gritties. Here are 3 reasons why webinars should be a part of your content marketing strategy:

1.  Relationship Building

When it comes down to building a relationship with your audience, nothing beats webinars. Unlike how-to-articles and blog posts, webinars allows you to get right in front of your audience and interact with them in real-time. In your webinar, you can have Q&A time where you directly address concerns that your audience may have. In essence, this gives you a better chance of explaining what your business is all about and why they should purchase your products other than your competitors’.

2.  Long Term Value

Webinars shouldn’t be a one-time deal. You should record them for future use. As a fact, you can definitely host your webinars in your resource pages. This will not only add authenticity to your content, but many potential customers will easily relate to what you have to say. Always remember the very famous saying, “seeing is believing”. Continuous linking and promotion of past webinars will get you a steady return on investment long after the webinar is over.

 3.   Affordability

Some marketers, without even second thoughts, dismiss webinars as a marketing tool. They do this by comparing its effectiveness to live events. In our opinion, comparing the effectiveness of webinars to live events is simply – fallacy. You need to compare them as each has its effectiveness. Please note, we have nothing against holding live events, In fact, we love the glamour and effectiveness that they offer. Nonetheless, webinars are an easy and cost-effective way of getting the word out. For big companies, they can always use the two marketing strategies hand-in-hand. However, for smaller businesses that are looking for ways to increase traffic without spending so much, then webinars are a sure deal!

 

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Science is the Future of Internet Marketing

The next time you pick up your phone to call a web developer or Internet marketer for your business, make sure this is a marketing scientist.

In the world of marketing, science and art are elemental in the delivery of an electrifying customer experience. The two converge on the online platform, where web and mobile marketing have taken a predominant role in the global arena. They are continually and rapidly evolving, consequently leading to an evolution of the opportunities you have to reach a greater section of your target market and build your business.

You ultimately get a data explosion and according to “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study” by IBM Institute for Business Value, over 70% of surveyed CMOs confess to being unprepared for this explosion.

Another study, “Marketing Science: From Descriptive to Predictive,” conducted by IBM Center for Applied Insights, shows in a survey of 358 marketers only 32% report achieving great effectiveness in one-on-one engagement with customers, and only 23% lay claims to being highly effective in the discovery of insights that are capable of generating business value.

If you heed IBM’s advice, it’s high time you called in professionals. These are marketing scientists whose analytical skills, as IBM says, are more, and scope of impact greatly exceeds that of the constrained analyst and traditional marketer. The constrained analysts take on a mostly internal scope and are defined by struggling, limited analytics.

IBM further illustrates this. Only 18% of traditional marketers stress the importance of data-based decision making while an incredible 49% of marketing scientists emphasize the same. Likewise, only 24% of constrained analysts determine how to engage customers by use of insight while 50% of marketing scientists do this.

Clearly, the data focus of traditional marketers and constrained analysts is narrow, while marketing scientists will usually consider the big picture of your company. For instance, the percentage of marketing scientists who use social media, blogs, government publications, and other Internet-based data sources are 48%, while constrained analysts add up to 33%, and traditional marketers constitute 25%.

Therefore, if you are going to insist on using traditional marketers or constrained analysts, you would be wise to ensure they are experts open to integrating their marketing mix with science. All stats are in favor of marketing scientists, of whom 45% approach research from a scientific perspective in comparison to the 16% of traditional marketers. Likewise, 52% of marketing scientists are armed with the skill sets and tools necessary for conducting scientific analysis in comparison to the 32% of constrained analysts.

What does all this mean for Internet Marketers in 2013?

Business owners must rethink their online marketing mix. They must re-invest in the platforms where their customers spend most time in order to deepen relationships. Internet marketing has become critical to the modern business, and few other marketing options can rival it in speed, reach, and efficiency. This is the newest, most known secret for maximizing revenue and growth.

The year 2013 should expect the usual array of Internet marketing tools, vehicles, and techniques, and the hottest trends are as follows:

1.      Mobile Websites

These are the future face of Internet marketing. Mobile phone users are over 5 billion in the world, and 1.1 billion make up the smartphone subscribers. At the rate the smartphone technology is growing, the number of subscribers could grow overwhelmingly come 2014. This projection should be enough to send any serious businessman setting up mobile channels to connect with their audience. According to Mary Meeker, a Morgan Stanley analyst, most of the traffic to your website by 2014 will be generated via a mobile device.

Other studies indicate that there is a higher likelihood of mobile users buying from a mobile optimized site, while the likelihood of leaving increases if the site is not. In short, if you don’t set up a mobile website before the end of 2013, you will be literary giving away your customers to your competition. You will surely lose business if you do not make your website mobile compatible, regardless of the money you invest in SEO, the resources you dedicate to online video and blogging, and the time you spend doing social media marketing on Twitter, LinkedIn, Facebook, and the like.

2.      Online Videos

You cannot afford to dismiss videos as an avenue for expanding your reach to the Internet community. The daily average videos watched online is more than 4 billion. A whopping 68% of those who watch these videos also share the links. A video is actually far more likely to be remembered than other forms of communication. Within a 72-hour window, only 10% of a text read is retained by a typical person, while the image viewed is 65%, and the video watched is 95%.

3.      Multi-screen Marketing

Have your Internet marketing campaign target all screens, not just the desktops, as this is a multi-screen world. For instance, about 86% of mobile Internet users watch TV and use their devices simultaneously. Also, during the 2012 Grammy Awards as TV viewers witnessed Adele being presented with the Record of the Year prize, there were over 10,901 Tweets issued per second. This figure is quite astounding, and you might want to reroute your company’s resources to maximize on the potential of the multi-screen arena.

4.      Cloud-Based Tools

There is a myriad of cloud-based tool options you can use to heighten the efficacy of your Internet marketing efforts. For instance, you need to be able to assess the value of each form of marketing in your mix, whether SEO, email marketing, paid search, retargeting, or display advertising. You can’t give more credit to some marketing vehicles over others when in a given week a target customer comes across your brand in all vehicles, unless you are using a proper attribution measurement. In this case, Google, VisualIQ, or ClearSaleing will suffice.

Some of the other tools include SEOmoz for SEO, MailChimp for email marketing, Unbounce for landing page testing, CrazyEgg for heat map analysis, and BoostSuite for website analysis.

 

Why Content Marketing?

Content marketing is the creation and sharing of original media and publishing content aimed at acquiring and enlarging customer base by providing valuable and entertaining content. It’s widely gaining acceptance and usage as a crucial marketing method. As per Content Marketing Institute, over 85% of marketers are now using it due to its effectiveness.

What is Content Marketing?

This is Informative published content in an online environment that can be images, infographics, blogs, YouTube videos etc. It also involves utilisation of keywords to develop content, ensuring website’s visibility. The wealth of content creation methods available means a business is only limited by its imagination. Fortunately, businesses can outsource content creation to creative personalities who, if the internet is anything to go by, are an endless commodity.

What are its benefits?

First, this method is informative. Consumers tend to listen more closely when you aren’t asking them for money or hyping product.  By providing relevant and valuable information you develop a unique relationship with your clientele. This builds customer equity, trust and loyalty.

Secondly, it is neither intrusive nor distracting as conventional advertising is; a survey showed that conventional online advertising is disliked for being distracting, non-engaging and for fear of spam and viruses. Good content is engaging and entertaining; people will trust and like businesses they identify with.

Thirdly, a simple cost benefit analysis shows that content is cheap and easy to create and share as opposed to conventional ad-spaces; simply put, you get more bang for your buck. This effectiveness has huge corporations out of their corporate castles engaging the consumer at his level – and he is responding.

Fourth, most people when making business decisions prefer to rely on informative articles rather than advertising puffery. By engaging in content marketing they are better informed and educated about the product/business. They then are likely to become clients, forming fierce brand loyalty.

Lastly, proper content marketing utilizes keywords and tags to ensure wide and effective reach. This boosts visibility to potential customers and uses existing customers’ equity to reel in new business.

How to do it most effectively?

Study your target audience in order to develop a strategy for effective communication.  Guarantee the highest standards, creativity and variety by hiring a professional. Insure content is informative and entertaining and mirrors the business’s attitude and goals. Last step is ensuring that the content reaches the targets through social media channels.

Read more about SEO and Social SEO here.

Why Social SEO is a Must for Your Business

Traffic to a website is no longer solely determined by its content and effective use of keywords and Meta tags; now due to changes in the SEO landscape, a business’s total online presence has become a considerable factor. Google updated its SEO algorithm to now track the total online presence of a business by checking its Facebook, Twitter, Google+ and YouTube presence to determine how high to rank it in their search engine. This means businesses have to keep evolving their SEO strategies to ensure that they remain relevant.

 Using Social SEO to Promote Business

For any business seeking to succeed, a well formulated online marketing strategy is an indispensable necessity. The new Google algorithm takes into account the social media presence of a business and has thereby transformed Social Media from just a place to post funny pictures of cats to a significant marketing platform. The number of mentions your website gets on social media helps determine how relevant your website is; other factors that have become increasingly relevant for example are the existence of a Facebook and/or Twitter page, the number of likes or followers and the relevance of your status updates and tweets to your clientele.

Do Businesses need  Social SEO?

YES! The answer is a most emphatic and no holds barred yes. Google as the single largest search engine has an immeasurable impact on the visibility and therefore success of an online venture. It has updated its search algorithm directed towards SEO’s with two crucial updates, Penguin and Panda, whose mission is to weed out the websites that do not meet quality standards in relevancy, content and uniqueness.

You might be wondering whether not having a social media presence is detrimental to your business; lack of a social media presence can be as detrimental to your online presence as having a poor presence. The new parameters of SEO visibility takes into account customer satisfaction and appeal and this is best measured through social media feedback.

The Social Media presence needs to be dynamic, effective and relevant to clients in order to create positive feedback which boosts a business’s visibility and can even drag it from the murky waters of inconspicuousness to the heights of high traffic popularity. Achieving this requires a properly integrated Social SEO strategy.

Find more tips on how to properly optimize your content here.

What is Content Marketing?

Since man landed on the moon, which is ages ago, the world has changed so dramatically that a 5-year time capsule could easily be mistaken for a 10-year-one. Industries have evolved, great inventions realized, marketing strategies…blah blah blah! This is one terrific start but if the rest of the blog’s content has nothing new, interesting or of value to offer, it’s all garbage. “Why?” you may ask. Hold onto that question, as you read on and discover the greatest secret to getting content that is irresistible for both people and machines.

All around you is the term content marketing. Everyone is talking about it. Even multinational corporations and global leaders like Coca Cola, Cisco Systems and Microsoft are committing their resources to it. The 2010s have started with a hype that threatens to make content marketing the cliché of the decade. People are finding ways around traditional advertising strategies like TV commercials, magazine ads and online click buttons and banners through the use of DVRs and ignoring all banners and buttons when browsing the internet. A war of modern marketing vs traditional marketing has been waged, and content marketing is at the forefront.

Perhaps this is a good thing, seeing as it is that content marketing is at the core of marketing strategies by industrial shakers and movers. Marketing experts and thought leaders perceive it as the path the world is headed for, considering traditional techniques are every minute losing their power. Ask the likes of Seth Godin and other famous thought leaders and you will also realize content marketing is not just the future but already the present.

Without further ado, let’s get down to defining content marketing in relation to a regular online store owner. This is essentially creating and freely distributing valuable and relevant content to existing and potential consumers to make them more intelligent to the operations of your niche and ultimately make sales. It could be defined more simply as informative content development but a little swagger never did anyone any harm, right?

For an effective marketing plan, it is important that you do not just jump in and start giving out stuff across the internet with no concrete plan. You have to first define and understand your target audience. Do a serious research to determine the content platform they prefer, be it blog sites, news sites, YouTube, Twitter or Facebook. Learn their behavioural trends, personality, needs, problems and solutions.

Your content should be developed bearing provision of information or entertainment to this niche in mind. It is crucial that you understand you are not trying to sell stuff to people. Honestly, it’s just irksome when you see a web page that promises heaven but when you open it you find cheap and overused lines trying to lure you into doing whatever the website needs done to make money.

Create content that is compelling using articles, podcasts, videos, photo galleries or even narratives. This is where your creativity serves you perfectly but if you are not much endowed, then for the sake of all you believe in, stop being stringent with your purse and hire a professional content developer!

The good thing about professionals is that they create the content and also upload it on the appropriate platforms. However, you will want to go through their work and ensure it’s what you need. You certainly do not want it to be so dreadfully erroneous or boring that you risk your audience deserting and search engines penalizing you.

Whether you are rebranding yourself or starting out, keep in mind that there are no shortcuts to successful content marketing.  Invest money and effort into making your strategy captivating, or else don’t bother to even try. The game you are playing here involves high stakes and the amount of affinity you create for your website and the relationships you develop will be key in establishing brand preference and making you a market authority.

If you’d like to learn more about SEO and how to make your website visible please read more here.