Scoring marketing leads for better conversions

Scoring marketing leads for better conversions

Achieving monthly targets for marketing or sales teams is difficult and tough. Scoring marketing leads and then re-scoring by sales can work very well to achieve targets in a smarter way. Identifying and prioritising leads to chase is the first step to getting there.

Every business is unique, and each has its own lead scoring system. Scoring marketing leads is not entirely a scientific process, it is an unknown blend of experience and data. Experience is a variable, however, having accurate data can help you score the leads efficiently. Smarter scores are workable and yield results. The process of scoring marketing leads changes depending on the digital marketing trends.

What is lead scoring?

Lead score is usually a number that, normally expressed in percentage of chances of making the sale. Once you have a few leads in your marketing pipeline, score each one based on a set of pre-determined metrics. This will not only help pass valid leads to sales but also give you insights into what leads you are generating and how you can tweak the marketing process to attract better leads. This cyclic process will help you get better at the game with time.

The process of marketing lead scoring

Step 1: Choose your scoring variables / attributes

Scoring marketing leads involves understanding of your visitors. Create an average audience profile that resonates the characteristics of your average customer. Categorise by profession – do they run their own businesses or are they salaried? What is their domain? What are their actions before making a purchase – free trials, sampling? Take a feedback from sales and analyse the basis of their conversion to customers.

Normally, scoring marketing leads depends on the following variables:

  • Industry – Depending on your product or service, which domains or industries do you cater to? Get data from sales, analyse it and sort them by industry, calculate the percentage of conversion domain-wise. Use this data as a basis for analysing leads in the current pipeline.
  • Business size – Which size of businesses or customers working in those businesses gets you a higher conversion rate? SMBs Vs enterprise businesses is a big touchpoint to score your leads.
  • B2B – If your products or services are B2B, who approved the purchase from the client’s end? A C-Club executive, a VP, a manager or the purchase department? This analysis will give you accurate data on target oriented marketing.
  • Website – As the owner of the website, the marketing team needs to identify pre-purchase activity. Scoring marketing leads here will also depend on free-trial customers or visits to pricing pages, etc. If you can analyse and execute search intent optimisation (https://efficaci.us/search-intent-optimization-a-complete-guide/), it will give you fantastic results.

All touchpoints or factors that identify your high converting customers are called “segments”or “variables” in marketing lead scoring jargon. They do not have barriers and are interchangeable. Once you have these segments or variables in place in your entire marketing funnel, the next step is to find out the value of these leads.

Step 2: Ascertain lead yield or average conversion rate for your segments

Once you are done with marketing lead scoring for all leads in the funnel, you can use the following methods to calculate the conversion rates and the lead yield.

Conversion rate – Conversion rate is a simple ratio between the number of conversions or deals and the total leads. The formula:

(# of deals or conversions / Toal leads) * 100

Lead yield – This is the ratio between the total revenue from closed deals and the total leads. The formula:

Total revenue from deals / Total # of leads

Once you are done with these calculations, prioritising the conversion rate of lead yield will depend upon your business goals and the pricing models. For example, if you run a subscription-based revue model, conversion rates are very important because you are getting long-term customers and their value increases. If you are selling white goods, lead yield is a prioritised metric because you are doing onetime deals and onetime price is the only revenue.

Once this prioritisation is done, it is time to delve deeper into your lead behaviour and fine tune it.

Step 3: Compare your data

Once you are done with the ratios, how do you know if they are good or bad? It is always important to compare them with your old data. To do that, calculate the same for all your customers over a period (1 year data should be good enough). This will give you the conversion rates and lead yields for an average customer. Compare the present data (probably for the last 30 days or a month) with the average customer data. This insight is very critical to marketing lead scoring.

Scoring marketing leads

For example, if your lead conversion rate is 20% for the last year and your present funnel segment is averaging 5%, the lead score assigned should be low.

Step 4: Assigning lead score to variables and segments

Scoring marketing leads depends on the how the present data on a particular segment compares to your old data. Many businesses use a scale of 1 to 10. However, if you are looking for precision, expanding the scale to 1 to 100 will be a good idea.

Scoring marketing leads

Having keys within the score will enhance your consistency in marketing lead scoring. Use a point system, for example, a 10% lead score could be equal to 2 points and so on. A larger scale will be more precise for now and for future analysis.

Step 5: Attribute based lead evaluation

Once you have the list of attributes (as in Step 1) and lead scores, use them to evaluate leads in the funnel, one by one. Although many CRMs make a good job of lead scoring, a manual evaluation will give you more insights. Once you do this 5 or 6 times, the differences between a CRM evaluation and yours will be transparent and you can only expect so much from a CRM. This data will be useful to enhance your experience of marketing lead scoring and fortify your perspective on the differences.

Add up the attribute scores for each prospect in the funnel and create a list. You will have a much clearer perspective on the leads you are generating and this data can help tweak your marketing strategy and the sales pitches used.

Improve marketing targeting using lead scores

Once you have a first-hand experience in marketing lead scoring and understand the conversion attributes for your business and domain, you will gain insights into new marketing opportunities.

Scoring marketing leads

These could include better targeted marketing, targeted landing pages, targeting newly found segments and variables. This will help identify and prospect for high-scoring customers on the right channels.

These insights will also help recreate targeted email marketing campaigns month on month. When the outreach is better targeted, results are not far away.

Conclusion…

Marketing lead scoring helps marketers target the right customers and get a higher value for their efforts. However, marketing and sales need to work in tandem here and tread the thin red line between them with care. 

Make this process a part of your digital marketing strategy. After all, a cohesive business is always more efficient than not.

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SEO for beginners  – A bird’s-eye-view

SEO for beginners  – A bird’s-eye-view

Brief, unnecessary history

Search Engine Optimisation is a common enough term almost anyone online understands. However, this article is an eagle’s eye-view on SEO for beginners. SEO has been there for ages. According to multiple online sources, the acronym ‘SEO’ was first coined in 1997, about 34 years ago, predating all popular search engines. The 1990s saw many search engines – Excite, AltaVista, Infoseek, Ask Jeeves, Lycos, Yahoo [1994], google [1996] and others. 

The credit of coining ‘search engine optimization’ goes to the manager of the rock band (probably Bill Thompson), Jefferson Starship. He came up with this when he was upset about the rocks band’s official website ranked on the 4th page of a legacy search engine and not at position 1 on page 1. We credit this information to Bob Heyman, Managing Partner, Digital Engagement Group.

What is SEO?

SEO or search engine optimization is a method of building or organising your website [technical SEO] and its content [on-page SEO] and marketing it to search engines based on content, links and other off-site factors. [off-page SEO]. By the way, if you really want to brand your business and sky-rocket your marketing, please remember that Google is not the only search engine though it commands a market share of over 92% of the search market, as of June 2021.

Let us browse a simple list of how the entire process of SEO works.

The entire foundation of search engine optimisation is based on keywords or key-phrases. We should optimise each webpage on your website for a keyword for which you want that page to be found on the search engines. This works webpage by webpage and not the entire website.

SEO for beginners

So, Keywords

If the foundation is not good, your SEO skyscraper will not be stable. In this SEO for beginners guide, this is the most critical step of search engine optimization and if increasing relevant traffic to your website is a priority, this research and hard work is critical. Make a list of webpages that you want to appear on search engines.

Build a relevant audience or a customer profile with as much data as you can. Delve on it a little more and wear the customer’s hat. Think like him and write five (more the merrier) queries that he could use to search for your product or service. Make a list.

Make a comprehensive list of your top ten competitors. Check their websites, read their content and analyse their meta tags (keywords and other data defined in the backend code). This will help you generate more ideas and fill the gaps. Add to the list you are creating.

SEO for beginners

Look into long tail keywords (queries that are two or three words long). Long tail keywords or key phrases are important although they do not bring in much traffic. They bring relevant traffic; they are easier to rank for and are less competitive.

Use keyword suggestion tools. Google has an exceptional tool and there are many others you can use. On an important note, you can estimate the traffic for each suggested keyword, helping you to make an informed decision.

Move the list to your marketing think tank. Brainstorm and come up with the best ones. Prune the list to a maximum of 2 to 3 queries (keywords or key phrases). You see that they are just synonyms of each other and similar. These are your key phrases or keywords that you want that webpage to rank for.

And then? On-site SEO

Begin with your on-page SEO process. Implement the keywords or key phrases you choose everywhere when you market that webpage – blog posts, social media marketing posts that you may use for off-site marketing, the web page content and also into the meta tags -title, description and keyword tags (talk to your SEO guy, he will know). This process is also called on-site SEO or on-page SEO. Remember not to overdo it. Just a 2% integration will do (a.k.a keyword density). formula

While your team is doing this, remember that search engines look at your page differently. It differs from what you see. They see it in the HTML format (the code of the web page). So the keyword density that you would vary and it will be on a higher side depending on other variables. Nothing to worry.

Now, the webpage that you want to market needs to be optimised for click-through rates. Now, this is where your UX [user experience or design] team may get into loggerheads with the SEO team, but we can agree on a workable strategy. Optimising for CTR simply means the placement of ‘next step/action’ boxes at places where they are most visible and get more clicks.

SEO for beginners

Technical SEO

Technical SEO is about adjusting certain factors that have a direct affect the crawling and indexing of the webpage by search engines. Things like core web vitals, site speed optimization, hreflang tag, canonicalisations, structure data, etc. might sound Greek to you. However, these are important facts that need changing or adjusting. Your SEO guy can throw more light on these. I will write a more detailed blog post on this later on.

Off-site or Off-page SEO

Off-site SEO includes activities that are done away from your webpage or website. I will discuss a few of them here. Rest we will discuss in later posts, when I delve into their categories. These activities will include link building, press releases, brand building, local SEO, forums, events, guest posting, podcasts and reviews. You can find more help with other processes like content marketing, social media marketing, influencer marketing, search engine marketing, content syndication in other posts of this blog.

SEO for beginners

If the key phrases or keywords that you chose for marketing your webpage are competitive, it is critical that you do off-page SEO. Off-page or off-site SEO improves your webpage’s authority. It means that you are building your brand and goodwill. People will buy from a more authoritative website than from one that has lesser authority.

When your content is spot-on, meaning, if it is informative, detailed, unique and well-written, other websites (relevant websites) would like to link to it, which is great. Organic link building has always been good for webpage health. Th more sites link to your webpage, the more link juice (Google jargon) you will get and you will have a better SERP [Search Engine Ranking Position]. Link juice flows top to bottom, so try to build links to webpages that have more authority than yours.

The past 20 years have seen a lot of changes in search engine algorithms that penalised many websites for building irrelevant links. Relevance is about friendly domains and related businesses. If link building were as easy, everyone would have links everywhere. Marketers fought with Kung Fu Pandas and Madagascar Penguins in a no-win situation (Panda and Penguin are a series of Google Search Engine Algorithm updates) and a losing game.

First, instead of changing a marketing strategy umpteen times, due to search engine updates, it is only wise to stick to an honest policy and a sustainable marketing strategy. Gaming the search engines is not your business. Leave it to the underground experts. Focus on your core competence, running your business. More relevant links to your webpage means more goodwill and more authority.

Press Releases

Press releases traditionally are announcements in the press like newspapers, magazines, etc. In the online space, we relegate press releases to the same stature. However, in the recent years, they have become great marketing tools used for link building. 

Any new event or announcement, propagated digitally, gets anywhere between 10 to 25 links from good, authoritative websites. So, today, it is critical that everything your business does should see the digital press. Press releases also drive tons of referral traffic, improve brand awareness, and positions your business as a thought leader in the domain, bringing in trust signals.

Create. Great story, link your digital assets and ensure that you publish a press release frequently. Yes, releasing a press release costs money, but the advantages it brings in are tremendous.

Brand searches

Gone are the days when people never used a brand name to search for something. Today, if you want to buy a pair of scissors, your search will be for ‘Belmont Scissors’ or ‘Scissors on Amazon.’ In both cases, you are searching for brands. This is where a branding exercise becomes critical to your business.

“Search queries in the SERPs for your brand name are vital touch-points for both people and machines and are therefore essential to your business. You should track, evaluate, and improve them consistently.”

Jason Barnard, Founder & CEO at Kalicube

Your brand building exercises will help search engines understand your brand credibility, which improves your rankings. Building a brand will also ensure that you get mentions and links across the web naturally. People or other business want to associate with others who are famous. Get set to ignite your branding. Brand SERP is the new visiting card today.

Local SEO

If you are a brick and mortar business, localised to an area or city, SEO can be a completely different ballgame and you can reap fantastic benefits from it. Two off-page practices like Google My Business and citations can boost your popularity manifold.

4 in 5 searchers and over 40% of Google searches are for local information. If you can get Google My Business optimised listing on maps, it will help tremendously. If the locality is highly competitive, you or your competition will certainly show up on local maps.

Citations are equally important, especially on the map pack. Also, the NAP (Name, address, Phone Number) should be accurate and working. Any deviation from accuracy here is seen as incoherency, and the searcher may not bother finding you ever again. So, leveraging local search is a double-edged sword, tread carefully.

Once everything is in place, you need to aim for the 3-pack SEO. There is no guarantee you will get there. But, good positive reviews (more numbers), complete and accurate listing can get there with time. We discover reviews later in this piece. 

Forums

Forums are a great way to converse with people and build trust. Over the years, we have looked down on forums because marketers used them to build links and nothing else. However, look at the bright side, building links apart, you can showcase your expertise on the more popular forums like Quora or Redditt. In fact, many marketers have found major customers on forums by answering their questions patiently.

Forums are like cutting through the marketing mayhem and finding the right customer. Remember, the mindset of building links and the mindset of establishing expertise are completely different and until you are not breaking any guidelines, leverage forums.

Events

Events, especially online events, have become a part and parcel of marketing, thanks to the pandemic. Conducting events and webinars can be an exceptional idea to brand your website. Create a buzz around these events and they will contribute handsomely to your off-page SEO practices. 

When organised well with a lot of fanfare, events can help get much needed organic links and social media mentions, which will go a long way in branding. Though a little money and logistics are involved, events can get you a lot of word-of-mouth and branding. 

Follow up your event or webinar with a press release and you will get lots of marketing traction.

Guest Posting

Guest posting is writing a blog on someone else’s website. The most valuable tool in off-site SEO, guest posting, done with the right intent and strategy can get you easy customers. Though many marketers see guest posting as a link-building tool, that should not be the only aim to pursue.

We should guest post intending to put your expertise in front of a distinct set of audience, of course, related audience. If the content is good and informative, people will only flock to your website for more..

Podcasting

Podcasting is growing like crazy these days, and it can be a wonderful brand building tool. Over 75 million Americans listen to podcasts every month. And, if you are not in on podcasting, you are missing out a vast audience.

Podcasting is a great way to reach new audiences and talk to them convincingly. You may wonder if it is an off-page SEO tool. Yes it is, because Apple’s podcasts are a search engine and people find you by keywords in the title. Of course, Google podcasts too, have the same feature.

Reviews

SEO for beginners

Reviews comprise in Online Reputation Management [ORM]. Almost all online buyers look for reviews before buying and about 93% of online purchases are affected by this.

“Perhaps the most underrated benefit of collecting reviews is that, when implemented properly, reviews can help Google better understand your site. The common understanding is that Google uses them to derive brand signals, which can boost your site’s domain authority and eventually your position in search.”

TrustPilot

So, as an off-page SEO factor, positive reviews are very important for conversions. ‘Trust’ is the basic ingredient of all buying decisions, online or offline. Collecting positive reviews is critical to building a great brand, besides good business. And, if you are doing local SEO, reviews take the front seat for the 3-pack SEO.

Conclusion…

SEO is a game, played best with honesty. It is easier and cheaper to market online than offline. So, make the most of the game and grow your business sustainably. This SEO for beginners article is just the tip of the iceberg and you will understand better as you learn more and practice.

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6 keys to a potent Omnichannel Marketing Campaign

6 keys to a potent Omnichannel Marketing Campaign

Today’s internet population suffers from data deluge and social-media driven. This means that as a marketer, you need to run omnichannel marketing campaigns to ensure that every customer touch-point communicates a branded and holistic message in your marketing strategy. This includes digital marketing as well as traditional marketing touch-points.

Marketers today have more choice than ever before to advertise. The challenge in creating an omnichannel marketing campaign is the alignment of traditional with online. 

Traditional marketing channels like direct marketing, print advertising, radio and television have a unique method of advertising and you know what is the most effective method. Besides this, web advertising, social media marketing and mobile marketing cater to a distinct set of customers and have an entirely unique set of success strategies. In this backdrop, a unified omnichannel marketing strategy can be a challenge to create and execute.

Because of the above challenge, there is no fool-proof or surefire formula to create an integrated marketing campaign that is successful. However, the following steps will help create one that can maximise success through viewership and interesting CTAs.

Key 1: Isolate and understand your target audience

omnichannel marketing campaign

According to @StratCommun‘s Linda Pophal – “It’s important to clearly identify [who your target audience is by] both demographic and psychographic (attitudes, interests and behaviors), to help develop key messages and to identify the best communication channels to reach them.”

Creating audience profiles can be a great beginning to your omnichannel marketing campaign. Bring on the old audience profiles, if you have created them for other integrated marketing campaigns in the past. Edit them and make them relevant to the present time.

Some questions you should ask yourself are:

  • Who are your target audience / customers? 
  • What are they motivated by? 
  • How do they like being communicated to? 
  • Which magazines or newspapers do they read?
  • Which websites do they visit regularly?
  • If they are on social media, what are they talking about?

Key 2: Choose your channels for the omnichannel marketing campaign

omnichannel marketing campaign

Traditional or digital, choose your channels for your branded communication. Once you lock your data using Step 1, create a list of channels, both traditional and digital. Select relevant and useful channels where you think your audience fits in. Do not increase your marketing costs by including channels that may not work for you. You can use experience from past campaigns to choose.

Some questions that need answering here are:

  • What are the channels strengths and weaknesses?
  • Which ones will help me reach my objectives?
  • What percentage of my target audience is on each one?
  • Concentrate on effective channels and prune the list mercilessly.
  • Don’t be everywhere, all the time, ‘spray and pray’ does not work anymore.

Key 3: Follow your branding guide everywhere

branding

Keep your brand’s visual identity consistent across all traditional / digital channels and communication. Visual identity is how you want your viewers to perceive your brand. It is more than your logo; it is about the look and feel, common fonts and colours, graphics and photographs, and the totality of its impact. This will ensure that the viewer will make a visual connection across channels and with such branding, you will create a successful omnichannel marketing campaign. Research shows it takes over 5 impressions for a viewer to recognise a brand or its specific message.

Key 4: Create interesting content that can be adapted to all chosen channels

For communication across channels to be consistent, it is very important to create simple yet compelling content that can be adapted to all of them with ease. Do not use confusing phrases or Shakespearean language to impress. It is more important to get the message across than to learn your English. All communication – offers or messages must be clear and appeal to the viewer to take action while being consistent across internet, mobile phones and in-store.

omnichannel marketing campaign

All messaging should be good to use across all channels whether it is a blog post, email marketing content, a video or a case study. And, we should use the messaging across all channels as and where suitable by cutting across it without changing the visual impact.

All messaging created for your omnichannel marketing campaign should have proper CTA’s driving traffic and culminate in action, whether it is a sale, or a subscription or to build lists.

Integrated marketing campaigns need specific communication strategies to grow and succeed. Use client reviews, client’s social media handles and whatever resources you have to create the right impact. This will help your message go viral and improve reach. The more the reach, the more the conversions.

Key 5: Synchronise your omnichannel marketing campaign

If you are outsourcing your integrated marketing campaign, even bits and pieces of it, make sure that all teams involved are in sync with others. This is very crucial to success. Have regular team meetings, even daily, if required to ensure that the right messaging goes out on the right schedule at the right time. All teams should understand the campaign well along with its objectives, look and feel and messaging tactics. We should share all collaterals used across teams to drive home the message of success. Simply put, all of them should agree.

Coordination will go a long way in ensuring that your omnichannel marketing campaign is on course to success.

Key 6: Analyse the analytics

This is the most critical aspect of your omnichannel marketing campaign. It is important to man the analytics and use human analysis to understand the direction in which your campaign is headed. The attribution methods used can help understand your success and to tuck away as an experience for campaigns to come.

We understand that analytics from traditional marketing are difficult to come by, track, or their correctness is questionable. Take them with a pinch of salt, but do not write them off. They will important from a comparison perspective. But your digital marketing practices can get you perfect analytics of your omnichannel marketing campaign.

These analytics will also help you keep tabs on spending and give you insights from an ROI standpoint. 

Conclusion…

omnichannel marketing campaign

Omnichannel is one of the new digital marketing trends that will drive a consistent brand experience to grow your business with ease and make is sustainable.

Use these time-tested keys to drive successful omnichannel marketing campaigns and get futuristic.

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Impactful blog – How to write one?

Impactful blog – How to write one?

Creating an impactful blog is not a technology thing. Setting up a blog involves getting a domain, installing WordPress, plugins and choosing the design, that are a technical thingy, and are not talking about these.

Coming next are the word count, keyword usage, internal linking, inserting images, small paragraphs and Yada, Yada. We are not talking about these either.

We are talking about how to create an impactful blog using content and techniques that will give your readers a different perspective. We will do this in two simple steps.

  • Analysing your readers and what to appeal to
  • Writing tips to create an impactful blog

Analysing your readers

An impactful blog should make a difference in your readers’ lives. Before you write, it is important to have a purpose for the blog post. For this post, the purpose is to ‘help’ readers improve their writing while creating an impactful blog. 

If your aim is in line with ours, analyse some simple yet powerful factors that can help you create an impactful blog.

You readers

  • Get into the minds of people who read your blog or those who want to read it. Create a reader persona in as much detail as possible, because, it will be easier to understand the blog or content you need to create (style, topics, etc.). 
  • This exercise will also help you understand how to attract more readers to your blog besides engaging techniques and/or monetising your impactful blog.
  • Your understanding of the reader will also define how you can make an impact by using subscription options, when or how often should you write a blog or which social media platforms to target. The primary target of understanding your readers or creating a reader persona is to add real value to your readers. 
  • Do not grope around in the dark thinking that just writing well or presenting well, will make yours an impactful blog.
impactful blog

What do they need?

Let us take an example of this blog post – Search Intent Optimization

  • My readers are digital marketers, or people who want to use their services.
  • They are trying their best hand at search engine optimization.
  • Their websites rank well on #Google but their conversion rates are low.

What does your blog post offer?

  • I want to give my customers more leverage on their SEO practices to understand how to make a visitor buy. 
  • I am talking about search intent optimization that can be a subset of their SEO practices to integrate better keywords. 
  • This will help increase conversion rates.

How the reader will change by reading your blog?

  • Understanding the concept of search intent is essential to upgrade the reader’s knowledge on SEO.
  • The readers will look at the search intent of the buyers and analyse the buyer’s journey.
  • They will understand how, where and which pages to optimise for better conversions.
  • Readers will change in a manner that they will look at SEO with a finer eye and achieve what they set out to achieve.

Advantages of impactful blogging

  • When a reader changes by reading your blog, chances are that they will subscribe and return to it.
  • Blogs that add real value to readers and changes them build confidence and trust.
  • Changed readers will always share the blog on their networks.
  • This is not rocket science, just that we get engrossed in the Yada-Yada and forget a lot about this art.
  • So, what is the change you want to bring in your readers? Obviously a positive one, because focussing on this aspect will make yours an impactful blog and helps your content marketing efforts.

7 Writing tips to create an impactful blog

Be original and yourself

Do not express the same ideas as your peers or competition does. Always, be original and interesting. Your blog is unique because of ‘you’ and ‘you’ are the one trying to build an impactful blog. You can add more personality by being yourself and telling your own story, like this blog does, creates the ‘impact.’

Be honest and transparent

Express your ideas honestly. Do not pacify your readers with all ‘positive’ stuff. Call a ‘spade’ and ‘spade’. Transparency differs from honesty. Spelling out the truth is essential to invite ideas, however good or bad they might be. Being transparent creates engagement, and that is essential for an impactful blog.

Spend quality time

Ideate and let it sit to pick in your mind before you write. Good blogs take time to create. It is quality over quantity and not vice versa, as most of us would like to believe.

Creativity is critical to an impactful blog

There is no limit to creativity. Express yourself on audio/ video or text, it doesn’t matter. However, if you are text blogging like me, here, you need to create a story that will run for a few weeks. It will help you express better, help readers to understand better and give you best results. In SEO terms, it is also called a ‘cornerstone’; content to which you link your explanations. What we ignored at the very beginning of this post come into importance here in terms of internal linking.

Find your voice and make it ‘we’

Finding your blogging voice will come with time, because, that is the ‘I’ you will find to express yourself in your own way. Do not write like someone else, it will fail. Use words like ‘we’ and ‘ours’ instead of ‘you’ and ‘yours’, because it will make a better impact.

Ignore negativity

The internet is a huge place and not all readers are positive. However, don’t make it sound like an obituary! Despite being positive, you may get some negative comments or even stupid ones. We call them seagulls that fly in, crap and fly away. Ignore them because hitting below the belt is not your style.

KISS

No, that would be gross, ‘Keep It Simple Stupid‘. Do not put too many widgets and ads across the post. This takes away the reader’s focus from the content of your blog. Minimalist writing and minimalist branding are the mantra going into the future.

Live it up

Creating an impactful blog is not about your profession. It can be about one of your passions, hobbies or whatever you want to tell the world about. To keep it simple, create an impact and live it up.

AI Content

Don’t even think about it, at least, not yet, because mortals like you and me can see the difference. If you creating AI content and putting in 2/3 blog posts a day… it is not a good idea, you know how it will turn out.

Here are a few more tips from my peer @kimgarst24 Ways To Add Some Visual Punch to Your Blog Content.

Conclusion…

Come to think of it, when you create an impactful blog, it also affects you positively and lets you grow. With engagement, comments and advice coming your way, your impactful blog will take you only one way… North… And to understand which way content marketing is headed and why impactful blogs are important, read our article on Content marketing in 2022.

I will be glad to understand your thoughts on how this reading this blog changed you.

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Search intent optimization – A complete guide

Search intent optimization – A complete guide

Search intent optimization may be an unfamiliar word. Its relationship with search results and SERPs is complicated, yet effective. If you read and understand this, I promise you will understand the intricacies and relationship between all the parameters on a SEO checklist.

What is search intent?

Search intent is the intent behind a visitor’s search for specific terms and what he/she expects to find using them. Google looks at these terms and tries to understand where the searcher stands in the marketing conversion funnel before displaying results in line with the analysed search intent and Google’s data and interpretation are confounding. Because, user level or IP level data collection empowers its algorithms to interpret user behaviour and keyword intent.

Believe me, search intent or user intent is the only driver that drives Google’s search algorithm completely. All search parameters and SEO checklists evolve from here. For some, it may sound valuable but intangible, but Google has made it a science and built the entire search empire around ‘search intent.’ It is the most important factor of your SEO process.

google mission

This is akin to a conversation you may have with a friend, family member, peer, or anyone. When you converse with any of them, your brain is trying to figure “why the person said, what he said and why he said?” There is a saying or a conversation intent here, and you will reply to the intent accordingly and not so much for the words. And, Google has always tried to integrate the same concept in its search algorithms, but on a much larger scale.

Growth of search intent and challenges

Search intent or audience intent is dynamic, and this is an enormous challenge. Search intent is not a new concept. Google has always built its algorithms around this. Google’s mission is very simple and it has come a long way and grown complex over time owing to the following reasons.

  • Search engine algorithm updates in relation to better results and better intent understanding, that are frequent – Search has undergone a sea of changes in the last 15 years and even the interface has changed. The UX and GUI changes also impact user behaviour and thus we always recommend minimalist branding. For example, as little as 5 years ago, you had to access a browser to book flight tickets, today, Google facilitates it within its search results. Google has introduced HummingBird and RankBrain algorithms to understand search intent. No one knows how they work, but, these algorithms analyse search intent by considering what the user has searched for before (in that domain), how the search query is phrased, and the device that the user is using (in addition to many other factors). This facilitates better and specific results that match the search intent, because the user is collating and understanding the way to search, learning unconsciously. So, user behaviour is also changing.
  • Ever changing web technologies – Web technologies have evolved to become more interactive, with new platforms being introduced almost every day. Backend technology has changed drastically. Users want instant gratification and are ever-connected. Search behaviour has changed and users expect to see something new all the time. Because of these, search intent has also changed with users learning 24X7.
  • Changes in devices – New smart phones, voice devices, etc. – Introduction of Google’s mobile-first indexing on July 1, 2019 is a sign that your webpage should be mobile-friendly to enhance smartphone search experience. This includes quick loading of webpages, fast core value delivery, and user-friendliness. Users have different expectations from mobile search, so, irrespective of devices used, UX comes first. To facilitate this, Google introduced mobile-first Core Web Vitals on May 28, 2021.

What is search intent optimization and why is it critical?

Search engines use rich snippet results to understand a user query and display answer boxes or knowledge panels, enhanced by algorithmic updates like Google RankBrain and Google Hummingbird. These algorithms empower search engines to understand the intent behind a search and to display relevant results. Search intent optimization, thus takes the front seat in boosting your SERPs. Search intent also interpreted as user intent, keyword intent, audience intent or query intent by different marketers. 

Optimising your web page content and other parameters in line with keyword intent is called search intent optimization and is a critical key to attract and/or convert visitors. Here are a few FAQs.

The practice of search engine optimization may put you on top of Google for certain keywords or phrases purely for information and not for the marketing funnel. Search intent optimisation will put you on top of SERPs for an intent depending on how your webpage address a user query or intent. The difference is ‘relevance’ of your webpage. This means the visitor is a part of the marketing funnel and thus relevant and convertible. The longer the search intent (aka long tail), the better is the relevance.

  • If you focus on search intent optimization, would Google rank you better on search results? – Yes, it will rank it higher on relevant searches. This translates to more visitors.
  • If you understand the search intent of your visitors, would it help you create effective content that can turn visitors into leads? – Yes, getting visitors is not the end all, converting them to leads and moving them further into the market funnel is.
  • Will it help you fine-tune your marketing efforts to catch visitors at the right stage of conversion? – Yes, it will because the objective is to push the visitor further into the funnel and the search intent is relevant.
  • If yes, will you acquire more customers and a greater customer life-time value? – Yes, it will. Relevant visitors will convert at a higher rate and will come back for support, more information or to buy more, depending on your domain.
  • Will it help your SEO, if you refine your keywords to enhance conversion rates by tapping into its Search Quality Evaluator Guidelines– Yes, the guidelines are for us to understand how the search engines interpret and analyse user intent.
  • And will it help you rank higher on SERPs? – Yes, you rank higher for relevant searches and that means you will get relevant traffic, enhancing chances of conversion.

Meeting the audience’s expectation or intent at every stage of the marketing funnel is important, and catering to them is critical. And, here comes search intent optimization to the rescue.

How search intent optimization effects search engine optimization?

If you cater to Google search’s intent, you will inarguably be on top, because “Google’s mission is to organize the world’s information and make it universally accessible and useful.” 

Remember, the competition in the ‘intent’ space is limited, and ranking is easier. SEO in 2022 is going to see this trend growing into the future.

Google will take care of making the information “universally accessible and useful” only when you use search intent optimization to make the information on the accessed page most “useful”. 

The more useful it is, the more accessible will be your webpage. This is Google’s old principle – ‘Create content for the visitor (a.k.a query intent) and we will take care of the rest.’ The algorithm is built that way historically, so put in your 2 cents.

Are you catering to Google by interpreting the search intent and fine-tuning your page content to cater to it?

This is very important to Google, as it strives to provide the most useful and relevant answers. Google’s success and the dinner on its plate depends on search intent. Because, if they do not answer satisfactorily a query, searchers will prefer using a different search engine. Google wouldn’t want that and it has primed itself to give out the best, no wonder it has over 85% of search market share.

Inference: If you cater to Google’s long-term objectives, and they are the right ones, you will rank well. Align your website to search intent along with your search engine optimization efforts, and you will be blessed with rankings. 

At this point, I would say “Search intent is king, Content is the kingdom.’

– Anil Kumar P. (efficaci)

Sorry Mr. Bill Gates, times they a changin’.’

How to measure user intent?

Measuring search intent for a single keyword is easy, however, it is a challenge when you need to measure for many keywords. Let us look at how we need to prune user intent from a SERP. Let us look for ‘writing assistant’ on Google search.

This is a short form search and you will get information on what the word means in the featured snippets and the products follow later.

measuring intent

Now, let us change the search term to ‘writing assistant software.’ You will see a fresh set of results. The featured snippets show a list of software and a click will lead to a fairly populated comparison page.

search intent optimization

When I change the search term to ‘buy writing assistant software,’ you see that the search results are entirely different. Along with deep comparison results, The SERP will show results that will help you make a buying decision.

search intent optimization

In all the above examples, we have been searching for a ‘writing assistant’ however, the intent of search was different. 

Now, go back to the search box and click at the end of the search term. You will see Google predictions on the left and ‘people also ask’ to the right. So, you have some options here wherein you can change your search term and clicking on any will change the intent again. You can also choose an option from ‘people also ask’ – this is Google at its best, trying to ask the searcher to understand the search intent better.

google predictions

You can see that all predictions are of the same length or longer. This is because long-tail search words provide more search intent than the short-tail ones, because they give out more information. This is a key factor to analyse before you begin with search intent optimization.

The monthly search volume for long-tail keywords is less and increases as the keywords or phrases get shorter. This again showcases user intent. Though the search volume is short, the search intent is relevant and chances of conversion increase. So, the search volume numbers may be indicative, but choosing intent over it important.

We have tried to measure user intent for a single keyword, however taking this process forward and measuring for 1000s of keywords is a challenge.

How to measure search intent for multiple keywords?

Measuring user intent for 1000s of keywords is a monumental challenge. However, there are some tools I found across the marketplace while looking for a solution.

The simplest way to do this is to use a REGEXMATCH formula within your keyword sheet. If you use this, you need to edit your domain parameters in the sheet, which explained beautifully on the link.

If you already use tools like SearchMetrics, SemRush or Ahrefs, there are ways to analyse your keywords and download the sheets for further filtering. Only, they do not do it for you and it is still quite hard work. I wish they used a little automation there and made it a little user friendly. I, for one, would go for the REGEXMATCH formula as above. 

How to map user intent to buyer journey?

A buyer journey is individualistic and complicated to assess from a seller’s point of view. No amount of AI or EQ can do justice to this component of digital marketing. It is a set of steps that a buyer takes from the need conception to buying. These could 10 steps or 100’s of them and most of them can be mapped to organic search.

At most, on a generic level, you can map the search queries to their user intent and you could probably come up with a search engine optimization strategy w.r.t content.

Since it is difficult to assess or calculate with a scientific basis, we can generalise the steps:

  • Need or problem recognition
  • Research on problem and solutions
  • Comparison of products/services
  • Decision making
  • Post-Sales

We can map these steps to the type of search intents that Google provides and group the search queries into each of the above steps. This method is proved to be quite successful. Keep the following in mind,

  • Serendipity: SEO, by itself, cannot create demand for a product or a service. However, by ranking for multiple keywords, SEO can help a buyer realise a problem, which means the searcher comes across your webpage while searching for something else.
  • Other searches: A user might not resort to Google while searching all the time. Did you know that the biggest competition to google in the search industry is Amazon? So, depending on the query intent, a searcher could choose his own site owing to his beliefs and trust. In these cases, mapping search intent becomes hypothetical.
  • Interpreting buyer journeys: It has been proved that the top 3 or 4 buyer journeys cater to 90% of a business. Identifying and analysing these can set the tone for search intent optimization. Get the data together and do a GAP analysis to understand where your webpage may lack in addressing the search intent.

Google’s search intent categories

Going by the marketing funnel, irrespective of overlaps, almost all searches fall into 4 search intent categories:

Informational intent

Basic level information search – Now that the searcher wants to buy a EV, someone trying to figure out “What is the best EV to buy?” – This is categorised as ‘Know’ or “Know Simple” on Google’s quality rater guidelines.

informational intent
Relevance of informational intent to your business

Most searches on Google have informational intent and they are important. One, to create visibility for your business all around to grow on search. Two, providing answers to visitor queries will build expertise and trust for your business. When the user intent changes, chances are that he/she will convert into a customer.

Optimising for informational intent

We should provide information in a good format and in a correct manner. For this, you need to put the search queries under a microscope and use them and variants within the information you provide.

How-TOs, FAQs and blogs are the tools to provide informational content to consumers. These target the high-funnel customers [TOF]. Your content on these query results should be spot on.

Well formatted content using search intent optimization will get into Google’s rich snippets (easier said than done). Take examples from your competition and build authority and trust.

Searcher wants to buy a car and is looking for information – “Should I buy a EV vehicle or a diesel powered one.” – This is categorised as ‘Website Queries’ on Google’s quality rater guidelines.

navigational intent
Relevance of navigational intent to your business

Navigational keywords should guide a searcher to a product or a service from the home or the landing page. More often than not, you will get branded queries in this category. However, more open searches will lead the unbranded ones too.

Optimizing for navigational intent?

First up, your website should be well-structured and labeled clearly with headers, descriptions, titles, and tags. It is wise to have a product page for each of the products you sell that has every bit of information the searcher may look for. A prime example is Amazon. No wonder they are at the top. 

Each of those pages has to be search intent optimised for the product name and the brand with descriptive URLs. It would be clever to have a section on what problems the product or service solves.

Commercial intent

The EV list is now ready, and the searcher is looking for more information to make a purchase decision – “GMC Hummer EV — 47 MPGe Vs. Porsche Taycan Cross Turismo — 76 MPGe?” – This is categorised as ‘Do Queries’ on Google’s quality rater guidelines.

commercial intent
Relevance of commercial intent to your business

Showing off your offers and discounts is a great way to tell your audience why they should buy from you. This information helps them make converting decision. The audience needs to find this information quickly because they are at the end of the funnel [EOF]. It is not only about using commercial keywords but also about keeping connected with the customer. Again, as an example, check an Amazon product page.

Optimizing for commercial intent?

What is the searcher with commercial intent looking for on your website? Your commercial keywords should answer this question. If the searcher is coming from other parts of your website (blog post, service pages etc.) to a product page, the keywords should address the intent of the searcher. They might want to compare products or services. No wonder then, Google also provides aggregator pages in its search results pertaining to commercial intent.

Now, search intent optimize the pages with good descriptive headers, titles, meta descriptions and URLs. Do not forget to help them with comparisons, more information and purchase pages.

Transactional intent 

The searcher has made a buying decision and looking for last details, could be “buy GMC Hummer EV — 47 MPGe” or “buy Porsche Taycan Cross Turismo — 76 MPGe?” Or “vehicle financing options”. – This is categorised as ‘Visit in Person’ on Google’s quality rater guidelines.

transactional intent
Relevance of transactional intent to your business

Transactional keywords are the rainmakers for your business. All this while you have been promoting and marketing, time to make a sale. These are the keywords that searchers will use to find you when they are ready to buy. So, it is time to figure out those keywords and optimise your product landing pages with an easy purchase process.

Optimizing for transactional intent?

First, search intent optimize your pages with transactional keywords. They should have good meta descriptions, headers, titles and URLs. Do not forget to help them with comparisons, more information and purchase pages. Ensure they have good and clear CTAs, clear design and conversion optimized text. Use structured data to ensure Google understands the contents of the page clearly.

Conclusion…

What if you had a dynamic keyword strategy to address these queries (search intent) as a dealer of GMC or Porsche? You want to be there, don’t you, making that sale in your backyard? That, dear marketer, is the power of search intent. 

What if Google sends you this information?

It does, as deep analytics, but by the time you have seen it, the searcher has already brought the car. Sadly, for you as a seller, it is important. But, as a buyer, it will swarm me, thanks to Google, I am not!

Because, as the searcher, I still live because of “not provided.”This means Google will not share the data with you. Oops, how sad! Don’t worry about marketing gurus, you can’t fix this!

If Google provided that information, it will be the end of the search for me… Google has to live and me too!

Sadly, no business I know, hires a real-time SEO guy to cater to real time search intent! Do you? And, do you have a real time analytics tool to find this? The search for convertible leads never ends!

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Psychology marketing – 8 principles to gain more leads

Psychology marketing – 8 principles to gain more leads

Great marketers are not the ones who follow time-tables and execution. Great marketers are those who understand customer psychology and kindle their emotions, directly or indirectly. They are great communicators and understand psychology marketing principles like the back of their hand.

As a great marketer, the skill to craft perspective-changing content for better conversion rates and results is highly critical. Yes, getting there is challenging, and many of us have miles to go. But, there is, of course, a way to do it easily. Using these 8 psychology marketing principles can help you create compelling copy and messaging to enhance visitor engagement and better convert rates.

The 8 psychology principles

Marketing is not a numbers game, it is a compulsive influencing, engaging, researching and converting game. The better you understand your customer’s emotions, their direction of thought and their emotion-driven actions, the better you can tell your story. Remember, emotional appeal and engagement are the greatest keywords for any marketer, whether it is B2C or B2B. And your customer is not a bot, but a bot-hater.

You do not have to be a psychologist to understand or execute your strategy based on these principles. These 8 psychology marketing principles can help you get deep into the game with a significant advantage. Each of these principles can stand on its own, however, use all of them cohesively in line with your domain and activity as a part of your comprehensive marketing strategy for best results.

The Framing principle

Visitors come to your website looking for information, product, service or to buy something, which means they come with a pre-conceived notion. Understanding these notions is crucial to conversions because that will define how you place or present your product or service.

framing principle

Positioning your product or service in line with those pre-conceived notions can make the visitor more receptive to the messages and the chances of conversion improve. Understood, you cannot cater to all notions, even artificial intelligence fails in this aspect. You can probably cater to X% of visitors who may have a similar notion or intent. But you do not need to lose out on the rest. The presentation of the product or service can have pre-defined options, used as a menu on the web page.

This is called ‘framing’ or ‘priming’ the visitor. There are 2 crucial parameters to consider. One is the online atmospherics or the design and presentation of your webpage that influences visitors positively. The second is the perspective-changing content. For example, would you say ‘2% of users do not recommend’ or ’98% of users recommend’? Compelling content is always positive. Look deeper into visitor-intent to craft your design and message on the pre-defined presentation options, if you are using them.

We always prime a visitor with specifics, which could be price, problem or quality. According to a study, when a visitor comes in with a specific, it is valuable to him/her, if you add to it. Catering to such a specific and expanding on it can help convert better.

The challenge here is, which frame to use with visitors? For those who are aware of the product, you can frame it why your product is the best. Frame it as a solution to the problem if a visitor comes with one. For those who come with a price point, frame it as what better quality or features you offer and why is the best value for money. Framing can have pre-defined options, as mentioned earlier. The more options you use as visitors choices, the better will be the conversion rate.

The Verbatim principle

The verbatim principle is best explained as well constructed messaging or a blog post. In a good blog post or article, the header should serve as the general summary, the section headers should be clear and explain the benefits. If you are reading this, check the presentation of this blog post.

verbatim principle

When messaging follows this psychology marketing verbatim principle, visitors will most likely remember the gist and not the exact words as written or said. This is human behaviour, and they already overloaded us with information.

Messaging with catchy phrasing may make you proud as a peacock, but will it help the reader remember more? And today, most readers skim the article before allocating time to reading it. In short, they are looking for informational value. Short and effective headings will serve the purpose of providing such value, catchy, or not.

The Reciprocity principle

Deep inside, all of us prefer to return favours. More so in some cultures, but the temptation to do so is quite common in all of us. Not returning a favour creates a discomfort for many as though they are in your debt.

Today, online communities, shopping options, and a plethora of services have reduced traditional interaction between people. So, the best way ahead is to humanize your brand. Use an attractive character or a mascot to gel with your current branding and start giving out ‘stuff’.

reciprocity principle

The ‘stuff’ need not be physical goods or services which incur costs to you. The best ‘stuff’ you can give away is the intangible value using your top-notch content. For example, this article is to be read by fellow marketers, and these psychology marketing principles can be very helpful in the B2B or the B2C space. Remember, B2B, B2C or B2X, the decision maker on the other end is a human being, not a bot.

However, the value we offer from this article is in the eyes of the beholder. So, the effectiveness of list building also depends on the value you offer through presenting your content. People who read this content should think it valuable before giving their email away. Increasing the value of your ‘stuff’ will improve the value of your psychology marketing and the chances of reciprocity.

Another point that needs mention here is the CTAs. Do not stuff your ‘stuff’ with CTAs. Keep them at the end of the blog or page. In fact, we feel people will contact you without a CTA, if your ‘stuff’ is of real value. And those who do that are your customers for life, nurtured properly.

The Clustering principle

Clustering is keeping all similar information in one place to remember it and improve recall. This is an effective means of information storage, and that is how a human brain stores it. A human brain searches ’like instances’ when it is trying to recall something.

Did you know that a human brain is capable of much more than that is used in daily life? Try stretching it and it will stretch further. Don’t worry, it will not snap into madness, though it could snap into a genius or find its own ‘halo’.

clustering principle

For example, you wouldn’t put all your wrenches or screws on separate shelves or containers. You store all of them together and then look for the specific size when needed. So, you are clustering similar products together. A human brain clusters similar information together.

A free recall study used semantic clustering to understand the recall working of a human brain. They gave a group of participants 15 random assorted words to study and remember, asked to recall them after a specific period. Later, they were given another set of 15 words, grouped into topics. Recall was better in the second set.

So, when we create categories on our blog or list product features, they should be in the same section (like information) for better recall by visitors. The reason bulleted-lists are the most preferred way to present information. And, believe us, they work!

The FOMO principle

Human beings want to be a part of rewarding experiences. Once we get to know of one, it plagues us with subconscious anxiety until we join in and reward ourselves. It could be a free lunch, a wonderful product endorsed by peers, or a good play that your friends have been to. This is also called Fear of Missing Out (FOMO) effect.

FOMO principle

This works best in psychology marketing. As we already know, word of mouth is still the best marketing tool that works wonders. So, if someone buys a product or service and puts up a great review, the entire tribe will look at it with great interest and delve into what they would ‘gain’ by buying the product. The feeling is more like “why shouldn’t I buy this?” I am sure all of us have gone through this many a time.

Remember, we are all tribal and value other’s opinions, especially of those who are close to us, friends or family. We trust peer insights and truly believe that they would recommend nothing useless. Useful to self or not, we convince ourselves to buy it just because a peer recommended it.

A Nielsen study inferred that about 83% of consumers trust family and friend’s recommendations. 

Putting this psychology marketing principle to use, using reviews, social buttons and testimonials on your web pages, is a good idea. Many of us marketers use this principle without an explanation, because most websites use it. Great marketers are made of in-depth understanding. 

The Decoy principle

According to a study, the decoy principle affects everyday decisions by altering our choices according to the way they are presented. 

psychology marketing

In the study, a group of people were asked to choose between 2 options for lunch. The first option was a 5-star restaurant 25 minutes away, and the second was a 3-star restaurant, 5 minutes away. The choices were not clear but tended towards 3-star because of convenience and quality.

Then, a third option was introduced, a 4-star restaurant 35 minutes away. Now, most people chose the 5-star option. Why?

The 5-star option dominated asymmetrically the 4-star option. It was closer and had better quality food. So, a third option made the 5-star attractive. It was the better option. The 3-star restaurant never made it to the list.

So, people will choose a cheaper and convenient option unless they get better value from another option, real or perceived. Therefore, an additional purchase option that may not offer more value for the price will increase the perceived value of the other two options.

This decoy psychology marketing principle helps you to add an offer (decoy) to improve customer perception.

The Scarcity principle

How does the luxury market work?

By creating upmarket, heavily priced goods that only the rich and famous can afford. All of us want to own one of those because we feel powerful, owning something that many cannot. The innate desire to own something that is scarce or out of reach is very strong in all human beings.

So, when Violinist Joshua Bell played, the venues were full to the brim. One day, he played a free concert in a subway of Washington D.C. Did you know that he only had 7 people listening though thousands passed by? He played the same music he played on the stage, yet few listened. Why?

Because it was free and not scarce. When you do not get tickets for his shows, it becomes something unreachable or scarce. Because it was free and did not cost the listeners anything.

psychology marketing

Applying this psychology marketing principle, the difference between saying “only X in stock” vs. “only X in stock owing to popular demand” is clear. The latter pulls more customers than the former because the former is ambiguous. Specifics are critical to your messaging, especially those that cater to the scarcity principle of psychology marketing.

The Frequency Illusion principle

Human brain is an awesome pattern-recognition engine, built that way for eons. It is prejudiced to pattern because it is programmed to learn continuously. We also known this frequency illusion psychology marketing principle as the Baader-Meinhof Phenomenon.

frequency illusion principle

For example, you want to buy a yellow sedan and researching for the best buy. During these times, you observe too many yellow sedans passing you by, and you look constantly at them to assess vis-s-vis your research information. This may seem to be mysterious, but your awareness is the culprit.

So, when you are highly aware of something, you see the same product or object popping up all around you. We also known the reason as confirmation bias and selective attention.

Applying this psychology marketing principle, we see that the use of pixels creates the same phenomenon online. When a visitor comes to your website and notices your brand, he or she will see your ads (if you are advertising) across the web. The effect it creates is an illusion that you are a big and an influential brand, which you may not be. The frequency illusion principle also affects the visitor’s perception.

It is important to understand the minimalist branding principles here. Your branding should be consistent across your website and your ads for this principle to be more effective and fetch better results.

Using psychology marketing to your advantage

All human beings are wired the same way, apart from the fact how a man’s brain interprets information and how a woman’s brain does. However, leaving the gender alone, they work similarly to interpret sales messages. This gives you a specific advantage in creating a marketing strategy. The 8 psychology marketing principles listed above are for generic use in marketing ethically and not meant of unethical practices in any manner.

They will certainly add an edge to your marketing strategy, going ahead. When leveraged together with proper research and insights, it can help your brand stand apart from the competition.

Conclusion…

Seasoned marketers who believe messaging is the key to conversions widely used the psychology marketing principles. No wonder then, they do not delve too much into figures and percentages. They focus on messaging and other related marketing ‘stuff’ and make these principles an inherent part of their marketing. 

Brands like Nike or Benetton result from using psychology marketing strategies, they are not market leaders by chance, but by hard work and purpose.

In short, great marketers always stand in the visitor’s shoes. The more they do that, the better they will get and better will be the results.

More Digital Marketing trends for 2022.

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What, Why, How of Core Web Vitals – fix CWV mistakes

What, Why, How of Core Web Vitals – fix CWV mistakes

Search Engine Optimization got a little complicated since mid 2021. Google’s introduction of Core Web Vitals (CWV) as an important but not a critical SEO metric [Relevance is still ‘king’] has since baffled many a digital marketers. To understand and implement these web performance metrics, they would need a fair amount of technical help. We have touched upon this in SEO for Beginners post.

What are Core Web Vitals?

CWV or Core Web Vitals is a set of web performance metrics that enable Google’s search to analyse and choose the results to display after a user query. The metrics are:

  • LCP [Largest Contentful Paint] – The speed at which a webpage’s main content loads. It is a measure of page load speed.
  • FID [First Input Delay] – The speed at which your webpage can paint pixels to the screen. It is a measure of page interactivity.
  • CLS [Cumulative Layout Shift] – The stability of your webpage while interacting with a visitor without shifting. It is a measure of visual stability.

Page load speed has been a ranking factor for long, however, Google is focussing on all of the three metrics as a part of its ranking algorithms.

What Google says about these web performance metrics?

Google says, integrating these web performance metrics into search algorithms will:

  • Help website publishers to offer enhanced page performance to visitors.
  • Better page speed matters since faster pages generate more leads, helps conversions and enhance advertising revenue.
  • Page performance reduces time for visitors to get where they want, quickly.
  • Making your site rank in accordance to Core Web Vitals will help rankings indirectly, adding to the direct ranking boost by Google’s algorithm.

According to Google, the Core Web Vitals ranking signal is weaker compared to other ranking signals directly related to satisfying a query. Relevance and content still rule the algorithms.

CWV thresholds are assessed at the webpage level. So, webmasters need to meet these requirements, page on page.

Starting May 2021, Core Web vitals will be included in page experience signals together with existing search signals including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines.

Google

The effect of Core Web Vitals on Search Engine Optimization

As we already know the process of analysing websites is automated by the use of bots, web crawlers or spiders. These bots analyse content on a webpage and decide when the page can be displayed against a search query. One of the factors that bots check is the web performance metrics.

Since Google’s ranking algorithms are mostly secretive, it is difficult to ascertain how, CLS, LCP or FID actually effect your SEO. Since the inception of CWV into ranking factors in June 2021, many experts have analyzed and created case studies that demonstrate ranking fluctuations due to changed CWV performance metrics. It is understood the CWV as a ranking factor impacts Search Éngine Optimization to a great degree. Here is one such case study by By Barry Pollard .

How does it effect Google Search? A simple search study

I have searched for ‘digital marketing’ at google.com/ncr and I get results as in the figure below.

The first two results have similar content of similar length optimized to rank well. However, Hubspot ranks over Marketo because of the Core Web Vitals metrics shown underneath the search result title and above the description.

Core Web Vitals

The metrics are quite similar, in fact Marketo’s CWV are better than Hubspot’s. However, Hubspot ranks owing to its better treatment of the user search query. Look at the titles and you will understand how they cater to the search query.

Third comes Investopedia which has better CWV metric and still ranks third. This is because it has a different kind of content and is not optimized well for the user query ‘digital marketing’. The title itself says it is more of a definition.

This is just for understanding and only the tip of the iceberg. Search engines are much more complex and evolved than we can imagine, as marketers.

How to see CrUX data in search results?

Now, you must be wondering how I got the CWV CrUX data on my search results. Thanks to my good LinkedIn friend Christian Stenger, he gave me a few insights and guided me to use a Chrome extension. Click on this one and follow instructions. Please note that it will work only for the synchronized Chrome account where it is is integrated.

Why Core Web Vitals?

When a searcher looks for answers, they expect instant gratification. If a webpage is slow to load, searcher may move on to other websites for the same information. And, if a webpage loads like lightning, chances are that the searcher will return to the page, with a related query, later.

Other search engines like Bing or DuckDuckGo may be taking these web performance metrics into account for similar reasons. However, we have far lesser information of their search algorithms like Google. Even with Goole, we can only assume and not infer, however, since it has the king’s size of the search market, and we follow it all the time.

Deeper understanding of Core Web Vitals

As you read above the 3 web performance metrics that CWV comprises of are LCP [Largest Contentful Paint], FID [First Input Delay], and CLS [Cumulative Layout Shift]. Let us understand each of these in greater detail. In this section we shall be analysing this very website’s home page at https://efficaci.us.

Understanding LCP [Largest Contentful Paint] – troubleshoot and improve

Largest Contentful Paint or LCP is the measure of time it takes to load the largest piece of webpage into a browser. It could be a very large chunk of text or an image or even fonts, JS or CSS elements.

Remember, it is not the time taken to load the entire webpage. It loads the largest chunk and benchmarks the entire webpage accordingly. Again, it is user perception. If you are searching for an image, possibly it will load slower than a piece of text.

web performance metrics

According to experts, a LCP score should be less that 2.5 seconds, however, the lower it is, the faster and better.

For the webpage that we have taken as an example, the LCP is 880ms, which is way below 2.5 second threshold.

Core Web Vitals

Improving LCP – For measuring your webpage LCPs, you can use Lighthouse Chrome Extension. There are a few factors that can slow down your webpage LCPs. The following table will help you improve LCP tremendously.

web performance metrics
Understanding FID [First Input Delay] – troubleshoot and improve

First Input Delay or FID is the measure of time from the searcher’s first step and the webpage’s response to it. If a searcher is searching for something, he clicks on your webpage that comes up as a result and the webpage opens. So, the time taken from the searcher’s click to your webpage’s response is the First Input Delay.

FID is a click-to-start-load time, either from an external link or an internal one within the website.

The challenge in measuring FID is that for webpages that show:

“Discover what your real users are experiencing – No Data”.

There is no real wold data to assess it. However, the TBT or Total Blocking Time is a fair estimate going by Semrush.

Ideally, experts say that a FID or approximated TBT should be less than 100 milliseconds.

web performance metrics

Improving FID – The main culprit behind a poor FID are heavy JavaScript executables. You can directly reduce the JS load by optimizing JS complies, parses and executes.

Coming back to our example, you can see that the TBT is 0 milliseconds which is considered excellent.

Core web Vitals

First Input Delay can be comprehensively reduced by following coding best practices.

  • Mininimize unused poly fills and defer unused JS. This reduces execution time.
  • JS can be run on a background thread. Find the right web worker to do this.
  • Long -running tasks can be recoded into smaller, asynchronous tasks.
  • Optimize the webpage for interaction readiness (reduce CSS data fetch, minimise post-process date, keep only on-demand 3rd party code, have a lean 1st party script loading mechanism.

The following figure depicts how Best Practices score on our example webpage.

Core Web Vitals
Understanding CLS [Cumulative Layout Shift] – troubleshoot and improve

Cumulative Layout Shift or CLS is the measure of “page jumps”, a measure of the largest “bursts” of shifts on a webpage’s layout. A layout shift happens in milliseconds, it could be shifting side to side or top to bottom and vice-versa. You may have seen layout shifts in many webpages wherein you clicked something else than what you intended, because the layout has shifted without a warning. The shift normally happens when content shifts from one rendered frame to another. So, CLS is also a measure of how ‘stable’ elements load on to the screen from a website.

CLS is calculated as impact fraction * distance fraction.

The impact fraction is based on frames. It is the ratio between the total area of the frame (viewport) and the sum of all visible areas of all ‘unstable’ elements from the previous frame and the present frame.

The distance fraction is the ratio between the largest distance an ‘unstable’ element has moved in the frame, in any direction and the viewport’s lengthiest dimension, be it height or width.

Ideally, as per experts, a good CLS score should be below 0.1.

web performance metrics

In the example that we have been using, you see that CLS is way below the recommended threshold at 0.02

Core Web Vitals

Improving CLS – Reasons for a poor CLS could be:

  • Fonts causing FOUT (Flash Of Unstyled Text) or FOIT (Flash Of Invisible Text).
  • Dynamic or 3rd party content.
  • Embeds, iframes, Images or Ads without dimensions.
  • Executions expecting network response from DOM  (W3C’s Document Object Model) updation.

CLS can be improved by avoiding layout shifts. We recommend:

  • Define size attributes to all media elements. You can use aspect ratio boxes.
  • Animate transitions logically by providing continuity using context.
  • Refrain from inserting new content over the existing one, when you are not interacting with a user.

Other critical web performance metrics

Core Web Vitals are not limited to the above three metrics we have discussed. There are many more metrics to understand like TTFB (Time To First Byte), TTI (Time To Interactive), DOM (Document Object Model) and DCL (DOM Content Loaded) etc.

These are not as critical as the LCP, FID or CLS for Search Engine Optimization. However, it is important to understand these in order to spruce up the Core Web Vitals performance on your webpages.

Common mistakes to fix before you implement Core Web Vitals

There are many common mistakes like the deliberated assets put up on a webpage, either for assumed user experience or for the need of a particular domain. However, there are some facts that can damage your Core Web Vitals scores. These common mistakes can be avoided by fixing theses:

  • Optimizing Content above the fold – Having interesting content above the fold can be interesting to most visitors, however, to keep your web performance metrics in tact, you will need to prioritise their loading, otherwise they can negatively impact the FID and CLS. If your webpage has sliders, or embeds from social media feeds, SoundCloud or YouTube streams, Maps or photo galleries above the fold, you can well kiss your CWV scores goodbye. All these elements need to be taken below the fold.
  • Custom Fonts – Many designers use custom fonts like TypeKit or Google Fonts. They can add a lot of load and cause flicking on you webpages. Implementing them the right way is critical to avoid low CLS scores. Do not use more than two custom fonts.
  • Optimizing Images – The larger the image , the more time it takes to load and render on a browser. Optimizing images and giving them dimensions is critical to better your Core Web Vitals scores. Use WebP images to compress your images by not compromising on quality.
  • Analytics – Analytic tools like Google Analytics, AdRoll scripts and Tag manager can take their toll on your load times. Choose wisely and use one in a proper manner to keep your Core Web Vitals scores intact.
  • Platform Optimization – If most of the tips and trick we discussed here work towards scoring the CWV metrics, it is time you changed the server, the platform, the CMS or whatever it takes. Experiment and choose, CWV is going to be a major factor that will define search results, going ahead.

Conclusion…

We understand that scoring high on Core Web Vitals metrics is no easy task. We have given a fair warning, right at the beginning that you will need technical help, not to add some more mature marketing expertise.

You are welcome to speak to us about your CWV metrics.

As you have already seen the scores of this website’s home page, you can understand the pain and grind we have gone through to gain that score and derived experience.

Leverage our experience, talk to us today, and we can get you through the CWV threshold.

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Why Omnichannel marketing is the way forward

Why Omnichannel marketing is the way forward

Customer-centric marketing strategies work better than business focussed ones. Delivering customer experiences has been our forte at efficaci and omnichannel marketing is one of the best enabling tools for us. First up, omnichannel marketing is bespoke and it is unique to every business.

Understanding omnichannel marketing

Omnichannel marketing strategies meet customer needs at their chosen touchpoints to deliver high-end customer experiences. The customer chosen touchpoint could be social media marketing platforms, blogs, physical locations, newsletters, customer delight calls or live chats. 

omnichannel marketing

The most critical aspect of an omnichannel marketing strategy is brand interaction and delivering brand-consistent conversations (messages and interactions with customers) across a plethora of devices and technologies. This is a customer-centric marketing strategy and customised according to the touchpoints, making it a ‘delight’ experience.

An omnichannel marketing strategy should focus on creating a seamless customer experiences, so we can connect all the touchpoints using the data collated, unify them and deliver. 

We should tie each interaction of the customer to all other channels to spin a singular, delightful, seamless, and a joyful experience. In short, it is a unified service offering. A happy customer is ready to give you more business and information in the future.

Example: 

A customer visits your store through a Twitter Ad, puts a few items in the basket and leaves without making a purchase. How do you handle the abandoned cart communication? What should you do to retain or regain the customer?

  • Since Twitter is a preferred channel for the customer, send a Direct Message along with re-targeted ads.
  • You have the email address of the customer, so you should email with suitable content.
  • Since the customer comes from Twitter, he is a heavy social media user. Re-targeted ads on other social media platforms using demographics would be a great idea.

Understanding Cross-channel, multichannel and omnichannel

The objectives of all these marketing strategies are similar, conversion, however, the difference lies in the perspective of a customer. We execute all these strategies in bespoke ways and get different conversion rates.

Look at the comparison table below:

omnichannel marketing

Why adopt multichannel marketing?

There are many advantages to adopt an omnichannel marketing strategy. Let us discuss the three major ones.

  • Enhanced data collection through customer journey analysis: Collection of insights and analytics becomes easier and comprehensive because of enhanced customer experiences through omnichannel marketing. You can trace and collate engagement data across channels and touchpoints [Cookies, device id’s, tracking pixels CTRs, open rates etc.] resulting in deeper insights into customer journeys. Customer preferences, interactive behaviour combined with insights can help you identify profitable opportunities to grow faster. Identifying the best performing channels will help create better experiences and you have to tweak them as required.
  • Build better and better customer experiences: While building better and effective campaigns, you can promote better personalisation using internal synergies and collaboration. This will help deliver amazing customer experiences by reducing marketing funnel friction, improving website flows, and creating relevant content. Use enhanced customer experience to drive better targeting through personalisation.
  • Spend more and save more: Fine-tuning your marketing spend gets easier. Increasing spend on channels that work and weeding out others can be an initial strategy. However, more effective campaigns bring better revenue. So, by cutting marketing spend and increasing ROI, it turns out to be a win-win to adopt omnichannel marketing.

Planning an omnichannel marketing strategy

We at efficaci believe in bespoke digital marketing strategies and omnichannel marketing is right up our sleeve, because it is unique to each business.

An omnichannel strategy results from collaboration within a well-integrated business where the major stakeholders are: 

  • Customer Success
  • Sales
  • Product
  • Marketing

Internally, your business has to ask and identify what the above departments expect from customers. The information needs to be collated and frozen. This information should contain, from each of departments:

  • The need to improve the present strategy
  • Recommended touchpoints
  • Touchpoints that are not effective
  • Touchpoints your business is ignoring
  • Touchpoints of core customers

There is no right or wrong marketing strategy. The way ahead is to create an omnichannel marketing strategy, A/B test it, and tweak it as you go. Wash, rinse and repeat.

Critical headless CMS

We have discovered that using a headless CMS is the way to go to create omnichannel customer experiences that are truly effective. The creation part of the strategy, like visual assets, messaging etc. should be segregated from delivery mechanisms.  

The delivery mechanisms and collection of customer data and insights should be a unique process. This is highly critical to collect enhanced customer insights. Again, customer experiences depend on delivery logistics and there are too many delivery platforms out there.

Conclusion

Simply put, customer experiences are highly effective. For experience, wear the customer’s shoes in a buying journey from a business that practices omnichannel marketing . As a marketer, that will be an eye-opener.

At efficaci, we strive to empower brands, accelerate their digital transformation and create bespoke customer experiences for them to succeed and sustain.

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Email marketing in 2022 – Skyrocket your open rates

Email marketing in 2022 – Skyrocket your open rates

The pandemic has revamped the email marketing process in totality. Pre-pandemic and post-pandemic emailing strategies are completely different today. So, email marketing in 2022 is considering the changed customer preferences, and buying behavior to evolve, become effective and deliver.

Adapting to customer preferences and adopting new technology is critical and email marketers today are evolving new processes and changing the way email marketing works.

I listed the expected twists and turns of this industry in 2022 in this article. Let us explore how email marketing in 2022 will upgrade to cater to the changed scenarios.

Artificial Intelligence in email marketing

Humanized emails using artificial intelligence are the biggest challenge for email marketing in 2022. Deep personalization is the key to success, and AI will be of little use here. However, AI-enhanced tools can help send triggered emails and see better CTRs.

email marketing in 2022

Many AI tools, like Salesforce and Marketo, integrate predictive analytics that can help generate better and impactful emails. Their lead scoring models are the best and can help swing CTRs your way when the emails are in sync with customer expectations. 

Businesses like Netflix and Amazon are leveraging these technologies and send out behavior-based emails which have great open rates and CTRs. Amazon sends ‘similar product’ emails and Netflix sends emails based on previous watch history.

More interesting is the fact that both use AI tools to construct subject lines that enhance open rates. 

Hyper-personalization and micro-segmentation in 2022

Though hyper-personalization and micro-segmentation have been a long trend in email marketing, this year they will be more critical than ever. Scoring marketing leads and mail workflows have to be carefully constructed around your segments, and thinner segments will work better.

Segmentation at the level of ‘buyers’ and ‘searchers’ will not work anymore. Micro-segments within ‘buyers’ and ‘product types’ will become more relevant.

email marketing strategy

The more the segments, the more will be the variety of personalized emails. The more personalized emails get, more the chances of click-throughs. Do not forget to optimize your mail flows here.

Many AI tools are available to create micro-segments. For example, assessments, chatbots, calculators or quizzes on your landing pages can build lists or relevant micro-segments. These tools create relevant and informative interactive content and help general qualified leads with a greater chance of conversion.

Demographic and geographical segments will not cut it for email marketing in 2022. Advanced segmentation based on tastes, needs, habits and behavior will be relevant in this year.

These personalization options will provide value to the customer and increase the chances of click-throughs.

Test, test and test

Consumer preferences have changed and therefore, it is only wise to carry on with A/B testing. Guessing will not cut it and testing will be an integral part of email marketing in 2022.

A/B testing will tell us more about the audience and their preferences so that we can send customer-centric emails to create conversions and convert better. Visuals, subject lines, CTA copy, placement and personalization will play a big part in successful email marketing campaigns.

AMP in email marketing

AMP is a google innovation that helped serve web pages faster on mobiles. Accelerated Mobile Pages or AMP is the key and is one of the fast catching trends in email marketing today.

email marketing in 2022

AMP runs on JavaScript, HTML and CSS and helps readers act on the CTAs without redirection. It enables a reader to complete the purchase on the email going nowhere else.

Many email clients like Aweber, SendGrid, Amazon SES and Gmail support AMP based emails. We will see many other providers joining the bandwagon in 2022.

Email marketing in 2022 should take an omnichannel marketing approach

Email marketing being one of the best lead-generation tools, siloed marketing will only bring down its effectiveness. A consistent, branded experience across all marketing channels will not only help to brand but ensure that the omnichannel approach gets better open rates and conversion.

Omnichannel marketing strategy will help in customer retention by about 90% compared to about 33% in a siloed approach. This is because of the customer experience such a strategy will create.

A brand that is omnipresent creates a consistent experience across all marketing channels and that is very important to customers.

Ensure that you introduce and practice BIMI – Brand Indicator for Message Identification. This is very important for omnichannel marketing. It is a known fact that about 70% of recipients open an email once they have recognized the sender. Using brand logos along with messaging is critical in BIMI, it showcases it as an authentic email.

When you take the omnichannel marketing route, BIMI helps in building trust with readers, improves brand visibility and recall, defines authenticity and thus commands a higher deliverability and open rates.

Accessibility

email marketing strategy

Assistive technologies are getting smaller and effective by the day, and integrating accessibility into your email marketing practices will help take your message a longer way.

There are about a billion people on the planet who are differently abled and taking your emails to them will help growth, especially if you are in the space.

Adding semantic tags, alt tags to images, suited color contrasts and animation will help accessibility, especially with screen readers. This results in an inclusive experience and helps your campaigns to do better.

Content tone

The world is in trouble, not only because of politics and COVID-19 but also because of inter-family strifes and bespoke individual issues. So, being sensitive to emotions and sentiments of readers is important. Using an emphatic tone and simple language will help resonate with people better and your content marketing.

email marketing in 2022

During unrest of troubling times, it is necessary to adjust your content and tone along with reducing or completely doing away with automated or scheduled emails. A customer is a human first, and push marketing does not help in such a scenario.

For email marketing in 2022, content should also tone down on aggressiveness and it should filter out inappropriate words according to the situation. Remember, compassion goes a long way in ascertaining customer retention.

Email marketing in 2022 will see more visuals

An average human mind processes visuals much faster than test – in fact, 60,000 times faster. Today, about 70% of marketers agree that visual content is critical to any marketing strategy.

Various visuals like videos, 3D images, GIFs, static images, animations are best to use in emails to make them more relevant and attractive. Grabbing attention is the key here, and such emails can do that with ease.

However, the written word is not getting obsolete. It has its own charms and will work after it gets the attention.

Brands that use visuals in email marketing see about 7X better open rates and conversions. Creating that visual oomph will be the primary aim of email designers for email marketing in 2022.

Creating appealing emails will help create an impact on the reader, which will help you grow.

In conclusion…

While adopting the above trends, keep in mind the email marketing best practices. Advanced technologies that are a part of the above trends will stay for some time. Investing in them now can help you make the most of it. Email marketing in 2022 is moving towards better customer experiences, and the more awesome it gets, the more the open and conversion rates.

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Content marketing in 2022 – Futuristic ideas

Content marketing in 2022 – Futuristic ideas

“Content is king” – repeat that in your mind a thousand times before you consider digital marketing. We estimate the yearly returns on content marketing at $42 billion and that figure is growing constantly, according to a statistical survey. Content marketing in 2022 is going to change the entire way we look at the process by integrating all kinds of content.

Your entire cradle of digital marketing rests on content and it is foundational raw material for all its processes. Content is the only ingredient of your digital marketing strategy that speaks to your customers and prospects, and without good quality content, you can kiss goodbye to all online leads.

This is the reason most businesses are focusing more on creating, distributing and monitoring good quality, relevant and valuable content. As obvious, when the right content reaches the right target audience, it helps grow your business besides making your business more findable on search engines.

So, good quality content is a two-pronged tool that enhances your SERP, besides being a tool to showcase your business in the right manner to attract customers.

Content should always address customer’s needs, problems and behavior after understanding them. Such content creates positive customer experiences and helps lubricate the buying journey.

If you are an existing business or a startup, we at efficaci recommend you to understand, follow these trends in content marketing going into 2022.

Relevant and persuasive content

Content marketing in 2022

This year, raise the bar on the quality of your content by focusing on getting your content in front of more people, improving customer retention and getting more followers. Your content should focus on improving trust, enhancing your brand, and improving brand recognition. Customer retention should also be the focus of this year. Use inclusive language and get into a story-telling mode to get repeat visitors to your website. 

Unless your content adds real value to a reader, it will not be impactful. Follow the golden rules of creating and impactful blog before distributing it.

User preferences and trends have changed because of the pandemic induced conditions and customers have become more sensitive to choosing the content they consume. So, content marketing in 2022 recommends constant updates to your website and enhancing customer experiences should be the aim.

Personalize the content

Focus on Account Based Marketing [ABM] by personalizing content for B2B accounts. This needs the sales and marketing teams to work in tandem. Fostering business relationships should be the focus and ABM will help build trust and brings long-term ROI, along with better branding and brand positioning.

Content marketing in 2022

Practice personalization across your omni-channel marketing strategy as and where applicable. It creates a bond with the user, engages him and, improves the chances of conversion.

Use more visuals

Content becomes more appealing and understandable when incorporated with visuals. Many of your readers may not have the time to consume textual content, so using good quality images and amazing videos can help them consume better. Visual content drives more participation, besides improving bounce rates.

Test takes time to read, understand and implement. Whereas images are easier to read and take no time. While videos are also time-consuming, they will consume less time than reading. Enable one way visual communication in your content.

The most important aspect of using images and videos is that a consumer is more focussed on visuals than text. Driving home a message is much easier using visual media. Content marketing in 2022 is going to see more and more use of visual assets integrated into content. 

Podcasting

More and more businesses are taking to podcasting, especially in the education niche. Podcasts do not need screen time from the reader and audio connects with the listener on a more personal plane. Audio highly involves and creates better understanding in the listener. 

Another advantage of podcasts is that they sell better depending on the voice, tone and emotions used. Owing to the pandemic, podcasts have become more effective and are being used widely today.  

We can easily deliver certain concepts, or theories that cannot be expressed in text using podcasts. Like videos, podcasts are very effective in showcasing expertise. So, making podcasts a part of your content marketing in 2022 will make it more effective and help create relationships.

AI integration

Content marketing in 2022

Artificial Intelligence has permeated most internet based apps and process and leveraging it can enhance your content marketing initiatives. Content marketing in 2022 will see artificial intelligence creating blogs for search engine optimization

AI will also become more prevalent in plagiarism and grammar check tools and will probably enhance your content marketing analytics. Artificial Intelligence will also angle better and relevant distribution of your content and facilitate it in various formats that hitherto take more time and resources.

Search engine optimization

When AI prevails in content marketing, search engine optimization will see great empowerment in terms of optimized blog posts and error-less content. Optimization becomes easier and will see a level of consistency. Of course, original content will always rank better and if it solves your reader’s quest or problems, it is even more valuable.

Conclusion…

Visitor attention spans are minimal and they will see a downtrend with such abundant data. Following the trends we just discussed, it is only wise to implement them to stay head and ensure sustained growth. Content marketing in 2022 will change the barren internet landscape for the better.

Small fact: efficaci started out 18 years ago, albeit with a different name, in the content creation, curation, distribution and marketing niche. Understanding that content is critical to any digital marketing process, it remains our core strength.

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