Writing Advice: Trick or Treat?

Happy Halloween! I have two tricks — or two treats — for you, depending on how you look at it:...

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Monstrous Mistakes Marketers Make

Market Street used to have a glorious office building, but now it stands abandoned, and so the story goes…

It was a dark and stormy fiscal quarter. The CMO was asked to make drastic changes on a horrifically tight turn-around. While the marketing team marketed as much as they could, beasts took over their office, causing missteps, mayhem, and mistakes. With each error,  a new beast was born! These are the misguided miscreations that ravaged the office:

The Department Divider:

This monster, content on destruction, divided the Market Street sales and marketing teams—causing them to butt heads. They argued while choosing key accounts and couldn’t compromise on campaign goals, thus leaving grotesque gaps in the sales funnel. The horror!

 

The Optimal Vampire:

This monstrosity rally sucked. The Market Street marketing team’s programs ran short of expectations, and the marketers didn’t analyze what went wrong., reassess A/B test creative, or reallocate spend. Without optimizing, their campaign ran dry. Oh, the humanity! 

 

The Competitive Clown:

This villain made the marketers pay too much attention to their competitor’s messaging, and it showed up in the work. Instead of focusing on differentiation, they became second-rate, copycat versions of their competition. Egads!

 

The Proofreading Poltergeist:

This menace killed Market Street’s work faster than any other marketing monster with a single, villainous move: a typo. Instead of reading copy backwards, forwards, and upside-down, the team rushed through the proofing process, and their audience rushed away from them. My eyes!

 

The Dirty Data Stinker:

This beast created a wasteland of horrors with outdated, incomplete, and duplicative data. The marketers, not normalizing, fixing, and removing data, burned through a lot of dollars. Alas, their hard work ended up in the trash. Jeepers!

 

This tales does not end well, for now the once glorious building on Market Street is left to decay. Legend has it, these monsters still stalk from office to office, finding new marketers to terrorize. Don’t allow one of these monstrous mistakes step foot into your campaign!

See how Oracle Marketing Cloud keeps monsters at bay:

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Take 15 Minutes to Find Your Winning Difference

A unique selling proposition (USP) is the reason people do business with you and not someone else — a winning...

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What Does a Mobile-Optimized Email Look Like?

A B2B mobile marketing strategy is a must for any company that wants to interact with its target audience. It’s not just consumers looking at their phones and tablets more so than their laptops and desktops. Company decision-makers already use mobile devices to help them work from anywhere, conducting research, interacting with B2B brands, and making purchases.

As part of this B2B mobile marketing strategy, emails are an integral way to reach out to prospects with information they need to make purchase decisions. However, like the other components found in this mobile plan, there are differences in terms of the optimum mobile email experience. Here’s what a mobile-optimized email should look like. 

Be Concise with Everything

An optimized email is easy on the eyes. That means you will have to take a streamlined approach to both the written and visual content. Keeping it simple will help everything from load time to the short attention span of your recipient.

That means a clean, stripped-down design with just one or two key points. With minimal text, you also won’t have to resort to using a tiny font size that no one can read just to fit in everything you need to say. Instead, use at least 14pt for mobile email body text and 20pt for headlines.

You don’t want to make your recipient scroll or move around the screen to find what they need in your email. If you do, they are sure to abandon your email.

Pay Attention to Images in Mobile Emails

Since visuals are such a beloved part of any marketing interaction, your images have to be perfect. Send a mobile email with a blurry picture, and you can basically conclude you’ve lost engagement with whoever received it.

You might think that responsive design typically found in drag-and-drop email templates is the cure-all for image issues for mobile devices. But, it’s not that easy. This is because emails don’t always use the same format, especially if what you are sending is actually a transactional-style message or an email newsletter both of which have multi-column layouts.

Also, you need to optimize your email images for mobile devices in a responsive manner and follow best practice approaches to using images in these mobile emails. For example, avoid using images that are thumbnail size, such as those with a width of 180px. These images will then stretch to twice their size when viewed on an iPhone and look terrible.

You also have to plan your mobile email images for mobile devices that use high-definition displays like the iPhone’s Retina. This display stretches an image even more than other mobile device displays. That means a blurry, pixelated image, which no one wants to look at.

In these cases, you can use the iPhone screen as a point of reference, using images that are twice as large as the screen’s width. This equates to images with an approximate width of 750px.

Take Other Image Actions

However, it’s not just about sizing the images correctly. That’s because you also have to think about load time when your recipient opens their mobile email. This is when you need to think about how to compress your image files.

To do this, you can use your photo editing software that typically include this feature. Or, you can try a photo compression service that figures out the optimum compression to do for each image you upload to it. 

Make Link Size and CTA Buttons Bigger Than You Think

Although you may assume that the smaller screen found on a mobile device means that everything should shrink, that’s not the case with your link size and call-to-action (CTA) buttons. These are two aspects of the mobile email where you want the recipient to do something that directly impacts your leads and conversions.

Therefore, these need to be easy to read, which means make them big enough to read clearly so they know where to click on a text link. For a CTA button, the recommended size is to be taller and wider than 57 x 57 pixels.

Always Preview and Test Before Sending

The best approach is to test your mobile emails before you send them by viewing them on different mobile device screens. You can get others on your marketing team to also look at the mobile email for their feedback. Some email editor software lets you see a preview, but most often you can send the email to others in the company before publishing it to your entire database. After all, you only get one chance to make an impression with that mobile email campaign.

                                                                                                                                                            

Find out more about responsive design and adapting emails to the micro-screens of mobile with this “Mobile Email Guide.”

Go to the guide.

 

 

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How Google’s Bert Update Will Affect Content Marketing

Google announced that it has been rolling out a new update called Bert.

I know what you are thinking… does this update really matter? Should I even spend time learning about it?

Well, Bert will affect 1 in 10 search queries.

To give you an idea of how big of an update this is, it’s the biggest update since Google released RankBrain.

In other words, there is a really good chance that this impacts your site. And if it doesn’t, as your traffic grows, it will eventually affect your site.

But before we go into how this update affects SEOs and what you need to adjust (I will go into that later in this post), let’s first get into what this update is all about.

So, what is Bert?

Bert stands for Bidirectional Encoder Representations from Transformers.

You are probably wondering, what the heck does that mean, right?

Google, in essence, has adjusted its algorithm to better understand natural language processing.

Just think of it this way: you could put a flight number into Google and they typically show you the flight status. Or a calculator may come up when you type in a math equation. Or if you put a stock symbol in, you’ll get a stock chart.

Or even a simpler example is: you can start typing into Google and its autocomplete feature can figure out what you are searching for before you even finishing typing it in.

But Google has already had all of that figured out before Bert. So let’s look at some examples of Bert in action.

Is Bert even useful?

Here are 4 examples of Bert.

Let’s say you search for “2019 brazil traveler to usa need visa”.

Before Bert, the top result would be how US citizens can travel to Brazil without a visa. But look at the search query carefully… it’s slight, but it is a big difference.

The search wasn’t about US people going to Brazil, it was about people from Brazil traveling to the US.

The result after the Bert update is much more relevant.

Google is now taking into account prepositions like “for” or “to” that can have a lot of meanings to the search query.

Here’s another example… “do estheticians stand a lot at work”…

Google used to previously match terms. For example, their system used to think “stand” is the same as “stand-alone”.

Now they understand that the word “stand” has the context of physical demand. In other words, is the job exhausting… do you have to be on your feet a lot?

And one more, “can you get medicine for someone pharmacy” …

As you can see from the before and after picture, it’s clear that the new result is more relevant.

Same with this one on “math practice books for adults” …

Is that the only change?

It isn’t. Google also made changes to featured snippets.

For example, if you searched for “parking on a hill with no curb”, Google used to place too much emphasis on the word “curb” and not enough emphasis on the word “no”.

That’s a big difference… and you can see that in the results.

The new changes this algorithm update brings makes it much more relevant for searchers and it creates a better experience for you and me and everyone else who uses Google.

But how does it affect SEOs?

You need to change your SEO strategy

There are three types of queries people usually make when performing a search:

1. Informational
2. Navigational
3. Transactional

An informational query is like someone looking to lose weight. They aren’t sure how so they may search for “how to lose weight”.

And once they perform the search, they may find a solution such as different diets. From there they may search for a solution, using a navigational query such as “Atkins diet”.

Once someone figures out the exact solution, they then may perform a transactional search query, such as “the Atkins diet cookbook”.

From what we are seeing on our end is that Bert is mainly impacting top-of-the-funnel keywords, which are informational related keywords.

Now if you want to not only maintain your rankings but gobble up some of the rankings of your competition, a simple solution is to get very specific with your content.

Typically, when you create content, which is the easiest way to rank for informational related keywords, SEOs tell you to create super long content.

Yes, you may see that a lot of longer-form content ranks well on Google, but their algorithm doesn’t focus on word count, it focuses on quality.

The context of the tweet from Danny Sullivan, who is Google’s search liaison, is that he wants SEOs to focus on creating content that is fundamentally great, unique, useful, and compelling.

So when you use tools like Ubersuggest to find new topics to go after, you need to make sure your content is super-specific.

For example, if you have a business about fitness and you blog about “how to lose weight without taking pills”, your content shouldn’t focus on diet shakes or supplements or anything too similar to diet pills. Instead, it should discuss all of the alternative methods.

I know what you are thinking, shakes and supplements may not be diet pills and they aren’t the same keyword but expect Bert to get more sophisticated in the next year in which it will better understand what people are really looking for.

Additionally, you should stop focusing on keyword density.

Yes, a lot of SEOs have moved away from this, but I still get a handful of emails each day asking me about keyword density.

Keyword density will even be less important in the future as Google better understands the context of the content you are writing.

So, where’s the opportunity?

As I mentioned, it’s related to creating highly specific content around a topic.

It’s not necessarily about creating a really long page that talks about 50 different things that’s 10,000 words long. It’s more about answering a searcher’s question as quick as possible and providing as much value compared to the competition.

Just like when you search for “what is it like to be in the Olympics”, you’ll see a list of results that look something like this:

Although the first result has the title of “What it’s like to go to the Olympics”, the article doesn’t break down what it is like to go as an attendee, it breaks down what it is like to go as an athlete. Just like a searcher would expect based on the query.

Bert was clearly able to figure this out even though the title could have gone either way. And the article itself isn’t that long. The article itself only has 311 words.

If you want to do well when it comes to ranking for informational keywords, go very specific and answer the question better than your competitors. From videos and images to audio, do whatever needs to be done to create a better experience.

Now to be clear, this doesn’t mean that long-form content doesn’t work. It’s just that every SEO already focuses on long-form content. They are going after generic head terms that can be interpreted in 100 different ways and that’s why the content may be long and thorough.

In other words, focus more on long-tail terms.

You may think that is obvious but let’s look at the data.

It all starts with Ubersuggest. If you haven’t used it yet, you can type in a keyword like “marketing” and it will show you the search volume as well as give you thousands (if not millions) of keyword variations.

In the last 30 days, 4,721,534 keyword queries were performed on Ubersuggest by 694,284 marketers. Those 4,721,534 searches returned 1,674,841,398 keyword recommendations.

And sure, SEOs could be typing in head terms to find more long-tail phrases, but when we look at what keywords people are selecting within Ubersuggest and exporting, 84% of marketers are focusing on 1 or 2-word search terms.

Only 1.7% of marketers are focusing on search terms that are 5 or words longer.

Following the strategy of creating content around very specific long-tail phrases is so effective that sites like Quora are generating 60,428,999 visitors a month just from Google alone in the United States.

And a lot of their content isn’t super detailed with 10,000-word responses. They just focus on answering very specific questions that people have.

Conclusion

Even if your search traffic drops a bit from the latest update, it’s a good thing.

I know that sounds crazy, but think of it this way… if someone searched for “how to lose weight without diet pills” and they landed on your article about how diet pills are amazing, they are just going to hit the back button and go back to Google.

In other words, it is unlikely that the traffic converted into a conversion.

Sure, you may lose some traffic from this update, but the traffic was ruining your user metrics and increasing your bounce rate.

Plus, this is your opportunity to create content that is super-specific. If you lose traffic, look at the pages that dropped, the search queries that you aren’t ranking for anymore, and go and adjust your content or create new content that answers the questions people are looking for.

If you don’t know how to do this, just log into Search Console, click on “search results”, and click on the date button.

Then click on compare and select the dates where your traffic dropped and compare it to the previous periods. Then select “Queries” and sort by the biggest difference.

You’ll have to dig for the longer-term search queries as those are the easiest to fix. And if you are unsure about what to fix, just search for the terms on Google that dropped and look at the top-ranking competitors. Compare their page with yours as it will provide some insights.

So, what do you think about the latest update?

The post How Google’s Bert Update Will Affect Content Marketing appeared first on Neil Patel.

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How to Kill Writer’s Block and Become a Master Copywriter in Only 3 Hours a Day

Legendary copywriter Eugene Schwartz created a system of working that, before he was finished, enabled him to write nine books...

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7 simple (yet powerful) email marketing ideas for local nonprofits

Email marketing is a proven way for your local nonprofit organizations to engage your audience, spread your message and motivate donations. However, if you’re like many small nonprofits, you don’t have the time or budget to create a lot of content or design beautiful email graphics. Without the time and resources of big nonprofits such as the Red Cross, United Way or Habitat for Humanity, you might feel discouraged about your ability to use email effectively.

The good news is you don’t need a big budget or a lot of time to leverage the power of email marketing for your local nonprofit.

In fact, a simple email strategy is often best for small nonprofits. Simplicity lends local appeal and suggests you’re frugal with your marketing efforts, which in turn fosters trust and encourages involvement.

To that end, here are seven simple (yet powerful) email marketing ideas your budget- and time-strapped local nonprofit can use to boost participation and motivate donations to help your cause.

1. Write short, sweet and friendly emails

You’ve seen the multi-topic email newsletters the big nonprofits send – they’re practically magazines. As a local nonprofit organization, you don’t need an entire publishing team to spread your message, and you don’t need to look like a professional publication.

Instead, keep your emails short and sweet. Don’t stuff multiple bullet points into a single email; rather, share a single message in each email.

Pretend you’re writing to a friend. Your tone can be casual and to the point, and you don’t need any graphics. When you take this approach, you can craft compelling emails in less than 15 minutes.

In addition to saving time and money, this strategy enables you to send hyper-focused emails that motivate action. It also makes it easy to keep your audience engaged: since your content is spread out over multiple emails, and each will only cover one item, nothing will be overshadowed by other news.

2. Regularly update members and subscribers

Commit to sending at least one email per week. This is easy when each email contains a single message.

Send news about your organization, commentary on new legislation, updates on important fundraising initiatives and even relevant tips your audience can use to contribute to your cause without donating. For example, an environmentally conscious nonprofit might tell subscribers how to reduce their carbon footprints at home.

Again, you don’t need long emails and fancy graphics to engage your audience. In many cases, a single paragraph will do.

The goal is to get in front of your audience regularly, so you’re top of mind when they’re ready to get involved or donate.

3. Show your impact

One of the most email marketing strategies for local nonprofits is to show subscribers how you’re making the world a better place. How are their contributions helping? What projects are you working on? Who, specifically, have you helped – and how?

Share stories that illustrate real, measurable impact. Did you save 100 dogs from the shelter? Has local lake water quality improved by 20%? Did you provide food, shelter, clothing or books for 862 underprivileged children?

Many nonprofits use email to highlight the problem they’re trying to solve. There’s nothing wrong with that, but keep in mind people want to help. If you underscore how your efforts are solving the problem, you’ll notice a direct correlation between your “big news” and a spike in new memberships and donations.

4. Need volunteers? Ask for limited help

Local nonprofits are understaffed and often rely on volunteers to do the good work. Unfortunately, volunteers can be hard to come by. Email can help, especially if you take the right approach.

A common mistake local nonprofits make is to simply ask for volunteers. The problem is the request is open-ended, and people might feel as though they’re being roped into a long-term commitment.

A better approach is to send emails that ask people to volunteer for specific, time-limited tasks.

For example, let’s say you’re hosting an annual fundraising event. If you ask for volunteers for the event, people might be worried they’ll be stuck there all day or that they’re going to be stuck doing something they don’t want to do.

On the other hand, if you say you need someone to man the door from noon to 1 p.m. or you need someone to bake four dozen cookies, you’re far more likely to get volunteers on board. They know which task they’re responsible for, that there is an end to the expectation, and they won’t be asked to do anything else.

Send an email that lists specific volunteer tasks and time slots, and you’ll get more volunteers than ever before.

5. Save the pitch with strategic timing

Resist the urge to turn every email into a pitch for donations and memberships. Instead, focus the bulk of your messages on your nonprofit’s impact and news about your cause.

Good examples include annual membership drives, holidays, Giving Tuesday, the end-of-year donation spree and whenever you launch a new project. The idea is to make the ask when people are already excited and inclined to give.

This isn’t to say you can’t include a call to action at the end of every email – that’s a good idea, since donations will trickle in year-round – but it does mean most of your messages should focus on valuable content. Once you’ve proven your nonprofit is helping the community, you can send request monetary contributions with strategically timed emails that are destined for success.

6. Showcase contributors

Receive a big donation? Did a local company provide free work? Did a volunteer go the extra mile? Showcase your top contributors via email. It’s a great way to express your appreciation and demonstrate how every dollar helps to other potential donors.

Many people want to be recognized for their contributions, even if their motivation is altruistic. Email is a simple and effective way to offer recognition and foster more community involvement. When subscribers see the people and companies they know and trust contributing to your cause, they’re more apt to follow suit.

One word of caution: Be sure to ask permission before you highlight anyone in your emails. Though many people appreciate public recognition, some prefer to stay behind the scenes.

7. Email invites (and not just to events)

Email is a quick and easy way to invite subscribers to attend your events, but events aren’t the only things you should invite them to.

Use email to invite subscribers to follow your social media accounts, share your cause with their friends and family members, purchase fundraising products and submit ideas of their own. Actively encourage community involvement through social media and enable your supporters to spearhead their own pet projects so you can do more with less. All it takes is a quick email.

Local nonprofit email marketing doesn’t need to be difficult, expensive or time-consuming. Craft short, simple emails that focus subscriber attention on your message and enable you to reach subscribers with relevant messages that influence action. Highlight how you’re making a difference, and you can easily harness the power of email marketing to attract more volunteers, members and donations than ever before.

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Preventing Email Channel Cannibalization by Affiliate Marketing

Have you ever taken a step back and looked at your own shopping habits and tried to understand how they impact the way you evaluate digital marketing performance at your company? I know I’ve developed a tendency to stop at checkout—no matter what website I am on—and search the Internet for any available coupons.

From what I’ve seen with some of our clients, this is a common behavior among online shoppers. If you’re not careful, it’s also a behavior that can wreak havoc on your channel attribution, hurt your profitability, foster price-sensitivity, and undermine the integrity of your customer data. Let me explain how.

Consider This Scenario...

Your email marketing team sends a perfect email with highly relevant and engaging content. The subscriber clicks through and puts one of the email’s featured items in their cart and starts the checkout process. Then they see a ‘COUPON’ field and realize their email didn't have an offer code, so they decide to search online for one. They leave their cart and find a coupon code on an affiliate network like RetailMeNot, CouponCabin, or DealCatcher. They then click through from that link and apply the coupon and complete the checkout.

This email channel cannibalization presents a few major problems for brands:

1. It harms email attribution. Despite actually driving the transaction, your email channel won’t receive any credit for the sale if you’re using last-click attribution, which the majority of retailers do.

2. It costs you margin. Not only do you pay a commission to the affiliate on that transaction, but the coupon also has a direct impact on the transaction margin. 

3. It reinforces your subscribers’ price-sensitivity. By rewarding your subscriber with an online coupon that’s better than their email’s offer, you’ve made them even more likely to search for online coupons in the future before making a purchase.

And that’s not the only scenario that results in these issues. For instance, a subscriber gets an exclusive offer via email but can’t remember which one it was in, then decides that it’s easier to search online for a coupon code than go back through their email. Or, a subscriber gets an offer from a targeted email, but finds a better one when searching online, so they use that one instead. 

Or, even worse, a subscriber finds a better offer online than what they received via email, but it requires a new email address, so they create another address just to get the better acquisition offer. In this case, a fourth problem has been created:

4. It hurts your customer data integrity. Your customer data has been harmed because a single customer now has data attached to two different email addresses as the primary identifier. Multiple records for the same customer undermine your ability to fully understand that customer and create relevant, targeted messaging for them across channels. 

Use cases like these can add up, but there are ways you can prevent this.

Steps to Prevent Email Channel Cannibalization

In working with our clients, here are some of the practices and processes we put in place to stop affiliate marketing from hurting the email channel. Depending on their individual circumstances and goals, we mix and match these solutions:

1. Reduce coupon code competition. 

Take an omnichannel approach to coupon codes by using the same codes across all of your channels. Make sure that any offer that’s available online, especially from paid and commission-based sources, are also readily available in your owned and granted media channels like your website, emails, and texts.

2. Reinforce exclusivity in your more valuable channels like email.

Email marketing is a highly valuable channel because of its unique and powerful characteristics, which include that it’s the best retention channel. When your customers become subscribers, they’re making a commitment to you. Return that commitment by giving them offers that are better than what they find in your affiliate channels with no commitment at all. 

Consistently deliver better offers through email and over time you’ll train your customers not to waste their time searching for a better coupon—and perhaps stumbling upon an enticing offer from a competitor—because they’ll know they’re getting the best offer available by being an email subscriber.

This approach also gives you more flexibility to be more aggressive since email allows you to be very targeted. For instance, you could deliver your richest offer to your inactive subscribers, particularly those who are not converting through other channels. That offer would have maximum impact but have limited scope. 

3. Use single-use and account-based promo codes. 

Especially for your high-value discount codes like the reengagement offer just mentioned, mitigate the impact they have on your margins and customer behaviors by making them single-use, unique codes. This eliminates promo code sharing and focuses your discounts on the intended subscribers.

Some brands even take this a step further and tie these unique promo codes directly to a single account. Usually this is done in parallel with a loyalty program to uniquely identify the person and ensure they are the only one eligible to use the offer.

4. Pre-populate coupon code fields.

In many cases, it’s simply the presence of an empty coupon code field that prompts subscribers to search the internet for a code to put in it. Eliminate that visual signal by pre-populating coupon code fields when a subscriber clicks through an email that includes a promo code. That’s also the user-friendly thing to do, as it avoids frustration should a subscriber check out without using the code and then realizes it and feels cheated.

5. Diversify your attribution modeling. 

Are you still relying solely on last-click attribution? If so, you’re not alone. Many companies do. However, it’s important to recognize that this gives you a distorted view of how your various channels are driving sales. 

In addition to looking at last-click, we recommend measuring first-click attribution to better understand where customers are starting their buying journeys, and measuring linear attribution, which gives equal credit to every channel a customer engages with prior to converting. One single model isn’t necessarily superior to the others, but they each provide a different point of view into how your customers are engaging with your brand.

If you’re not ready to utilize more sophisticated attribution methodologies, it could make sense to at least take steps to do a traffic analysis to understand general trends of what paths your customers are typically taking. For instance, how are they shopping across channels? What’s your page bounce rate for your checkout page? What other pages are seeing high bounce rates?

Consider running a backwards analysis on a group of conversions. Look for patterns or similarities, and then determine what the attribution implications are.

Use these five tactics to prevent email channel cannibalization by your affiliate marketing activities. Given the intense competition and margin pressures in retail, brands can’t afford to give away margin lightly, and certainly don’t want to further train their customer to be price-sensitive. These tactics can reverse these bad customer behaviors and teach subscribers to trust the value of your email offers again.

—————

Need help with your email channel attribution and analytics? Oracle Marketing Cloud Consulting has more than 500 of the leading marketing minds ready to help you to achieve more with the leading marketing cloud, including a Reporting & Analytics Services team.

Learn more →

 

 

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Lydia Lee: Screw The Cubicle, Reinvent Your Work (FS351)

“We’re grown adults with seemingly unlimited choice. Yet many of us feel trapped in a work situation where we do only what others expect of us. Every day. Five days a week.” – Lydia Lee

Lydia Lee joins us on the show today. Lydia runs Screw The Cubicle where she helps purpose-driven people discover the right business idea, bring it to life & own it, so they can quit the 9-5 and start living a life of freedom. She calls herself a “work reinvention coach” and has her own amazing story of corporate burnout and reinvention.

In this episode we cover:

• Work Reinvention – Transitioning your body of work from corporate to entrepreneurship
• Meaningful Work – Finding the creative work that lights you up and gets you paid
• Anti-Bro Marketing – Standing out in a noisy marketplace with intimacy and generosity
• Defining What’s ‘Enough’ – The healthier (and more liberating) metrics to measure our success in business

Listen to the episode:

Subscribe to The Fizzle Show in your favorite podcast player:

iTunes | Overcast | Pocket Casts | Stitcher | Spotify

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