Marketing Nightmares That’ll Haunt You

Have you ever been slowly drifting off to sleep, or you’re lounging in bed on a Sunday morning – when all of a sudden, your head jerks up from the pillow and your heart skips a beat!

You think to yourself “Did I schedule that campaign? Send that link? Change that subject line?” These tiny moments of terror and fear should be enough to remember to yourself, marketing is a complicated beast, even a relatively small mistake can reveal its dark side. It’s  all chilling stuff but that darkness is avoidable, all of these mistakes are preventable with a few precautions!

 

  1. Dead-End Pages

If you’re a small business and have a website, you’re already doing better than the competition. But many small business websites that do already exist still don’t offer a way for visitors to engage with those businesses online. Having an informative website is great, but if you don’t provide your visitors’ a simple and direct way for them to immediately act on, then you’re wasting your time and theirs. Start to think about how you can actively create an ongoing relationship with visitors by creating at least one call to action that will spark that relationship on your landing page.

 

  1. Following the Wrong Metrics… Off a Cliff

It feels great creating something that gets a lot of traffic, and watching your social share count rise makes it even better. None of this does much good if very few of those visitors actually engage with your business any further. All those new leads could leak right out of your funnel if you can’t get them from there to your checkout page. Just remember that your page views, social stats and having a high conversion rate aren’t the end goal, they may not stand in direct relation to revenue and profit. So, watch your step.

 

  1. The Inconsistency Gremlin

Inconsistency is that annoying little gremlin that’ll throw a wrench in your entire marketing plans. Have you ever been to a webpage and the special price is $38, but the checkout says $38.99? These discrepancies may not put a huge dent in your conversion rate, but they’re likely to chip away at it over time. Inconsistent marketing can actually cost your business money. At the start of a new campaign, sit down and list your core value proposition, pricing structure, etc. Then, look back at that document every time you create a new piece of that campaign so that the inconsistency gremlin doesn’t come crawling out from the shadows.

 

  1. Bloodthirsty for Leads, Leads to Unsubscribes

It’s normal to be excited when you tap into a new source of leads. But, some marketers take that excitement and take it a little too far. They begin sending their new leads emails constantly, with messages that boil down to wanting them to BUY NOW! This is a perfect recipe for unsubscribes, you have to build trust. Do more than send emails to move those new relationships forward. Use thoughtful, respectful follow up sequences to give leads reasons to buy, rather than just telling them too.

 

Be sure to visit the Bullfrog Blog often for more tips on marketing, productivity and risk mitigation.

Generation Z: Why Businesses Need to Adapt to Them

As the Millennial’s are approaching towards middle age and obsolescence, but businesses need to make way for Generation Z. Understanding this generation will be critical to companies wanting to succeed in the next decade and beyond, because by the year 2020, Generation Z will account for 40% of all consumers.

 

This generation has grown up in a world where their options are limitless but their time is not. Making them learn to adapt and quickly sort through and assess large amounts of information. By doing research and heavily relying on trusted curators and trending pages within apps, this allows them to shrink their potential option set down to a more manageable size. Once something has demonstrated attention-worthiness, they can become intensely committed and focused.

 

Generation Z has a very carefully tuned mind for being sold to and a limited amount of time and energy to spend assessing whether something’s worth their time or not. Once your business has made it past these filters and you’ve won their attention, it will mean you’ve provided them with engaging and immediately beneficial experiences.

 

Older generations will forever struggle to understand why Generation Z – and some Millennials – spend so much time online. But they are under immense pressure to simultaneously manage both their professional and personal brands to help them fit in while also standing out. They need social media to build their personal brands but must resist being defined by it. They seek social validation and inclusion but are looking to differentiate themselves professionally. Businesses and companies who understand this, will be able to provide Generation Z with the proper tools they need to reconcile and better manage their personal and professional brands.

 

Society and other generations seem to either romanticize youth or criticize the things they’re doing differently. But the reality of Generation Z is somewhere in between that. They’re going through many of the same challenges that everyone faces in that stage of life, but they’re doing it in a very ultra-connected, fast-paced technological age. Companies need to meet them in the middle and where they are, rather than try a change them to where they want them to be.

 

Be sure to visit the Bullfrog Blog often for more tips on marketing, productivity and risk mitigation.

Using Content Marketing To Succeed

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We often hear “content is king” when it comes to running a website and getting it noticed, but there is far more to executing on this than simply publishing opinions and updates.  To get noticed and become an authority or influencer, you need to establish a disciplined plan of action, execute on it and continue to improve through fresh new and exciting solutions and tools.

 

One of the most important aspects of publishing content is putting yourself in the position of your audience.  As an example, if you’re in the digital marketing industry, publishing countless articles about changes to Google’s algorithms can rapidly send your readers searching for other sites.  If however you speak to the sensibilities and challenges of up-and-coming digital marketers, you will gain a far more loyal readership. It is always important to look at the value proposition as your reader sees it. The world of marketing is now consumer centric, and you must demonstrate this mentality.  When developing a blog, ask yourself one vital question:

 

“If I stumbled upon this blog would I read it in full – Yes or No?”

 

This is a simple and effective test – how interested do you find yourself?  If you get pulled into the article within the first paragraph, there is a good chance that others will do the same. Conversely, if you believe that your content is highly valuable to the viewer yet takes a deeper inspection to truly see it, the return on the blog may end up being sub par.

 

This means that you must place great focus in both the planning of the topics you will provide information on, and also the way the blogs are propositioned. Building upon your copy writing skills is essential for digital marketing.

 

Another very powerful element to take advantage of to be seen amongst the influencers is to simply join them. Interacting with influencers is a great way of increasing your brand’s visibility. Making impactful statements will be noticed by third parties, leading them to seek out your brand. With diligent and charismatic networking done with influencers, opportunities for cross-posting and other forms of collaboration arise. Guest posting is not only amazing for SEO as it often provides a backlink to your website from a high link-authority website; it also introduces your brand to a new audience to be captivated.  Networking also comes with the advantage of  providing you with authority. If you are seen as a reputable source from other key players within an industry, the hard work they have done to build their reputation will now be gifted to you as well. Beware however that the inverse may also happen if your content lacks sincerity or authoritative information.

 

Indeed, as with any other strategy, acting on a content marketing strategy is not an undertaking to underestimate. With dedicated effort and effective planning however, content marketing can be a cost-effective method of driving traffic, creating brand awareness, a fan-base, and ultimately profits.

 

Be sure to frequently visit our Bullfroginsurance.com blog for more tips and business advice on everything from risk management to staffing to content marketing practices.