What Are the Benefits of Content Marketing?

by Frank M. Waechter | Digital Marketing

Introduction

In the fast-paced world of digital marketing, businesses are constantly looking for ways to gain an edge over their competition. One approach that has stood the test of time is content marketing. But what are the benefits of content marketing?

In this blog post, we will explore the top benefits of content marketing, from building brand awareness to increasing organic traffic. Valuable content is at the core of this strategy. Therefore, businesses are investing more than ever in this area.

1. Building Brand Awareness

One of the primary benefits content marketing offers is the ability to build brand awareness. Produce content of high quality that connects with your target audience. This will help you build your brand and demonstrate yourself as a thought leader in your industry. This increased brand recognition can lead to a more substantial customer base and improved sales.

Great content can also help you build brand awareness through search engines. Optimizing content for search engines increases visibility and potential customers. This leads to better search results and more people discovering your brand.

2. Boosting Website Traffic with Content Marketing

Another significant advantage of content marketing is the increase in website traffic it can generate. Creating engaging blog posts and other content can attract visitors to your website. These visitors may not have found you otherwise. This increase in organic traffic can lead to higher conversion rates and sales.

A well-executed content marketing strategy can also help you rank higher in search engine results pages (SERPs). As your content gains visibility, you’ll attract more organic traffic, improving website performance and business opportunities.

3. Supporting Your Sales Team

Content marketing doesn’t just help you attract potential customers; it can also be a valuable tool for supporting your sales team. High-quality content can help your sales team address common questions and concerns, making their job easier and more efficient.

Provide valuable content that helps guide potential customers through the buyer’s journey. Doing so will empower your sales team to close deals more effectively. This can lead to better overall performance for your business and a stronger relationship between your marketing and sales departments.

4. Improving Conversion Rates

One of the critical benefits content marketing offers is its ability to improve conversion rates. By creating content that speaks directly to your target audience’s needs and pain points, you can better address their concerns and move them closer to making a purchase decision.

High-quality content can also establish trust between your brand and potential customers. Visitors to your website view you as a trusted resource. This means they are more likely to convert into paying customers, boosting your bottom line.

5. Long-term Benefits of Content Marketing

Content marketing is a long-term strategy that offers lasting benefits. Unlike traditional, expensive, short-lived marketing methods, content marketing provides a more cost-effective way to reach your audience and generate results over time.

As your content library grows, so too does the value of your content marketing efforts. Over time, you’ll find that your content continues to drive organic search traffic, build brand awareness, and support your marketing campaign objectives, even long after it was published.

6. Enhancing Your Digital Marketing Campaigns

Content marketing is a crucial component of any successful digital marketing campaign. By integrating valuable content into your marketing efforts, you can enhance the effectiveness of your other digital marketing tactics, such as social media marketing, email marketing, and paid advertising.

Great content can help to amplify your message and reach a wider audience, making your overall digital marketing efforts more successful and driving better results for your business.

7. Higher Rankings in Search Engines with Content Marketing

As mentioned earlier, one of the top benefits of content marketing is its ability to help you rank higher in search engine results. Creating high-quality, keyword-rich content relevant to your target audience can increase your chances of appearing on the first page of search results. This increased visibility can lead to more organic traffic and potential customers discovering your brand.

Search engines like Google prefer high-quality content that provides value to users. Creating valuable content that answers users’ questions and addresses their pain points can improve your search engine rankings and gain a competitive advantage in your industry.

8. Building and Nurturing Relationships with Customers

Content marketing isn’t just about attracting new customers; it’s also about nurturing relationships with existing ones. By providing valuable content that keeps your audience engaged and informed, you can foster long-term relationships that lead to repeat business and increased customer loyalty.

This ongoing engagement can also help you gather valuable customer feedback and insights, allowing you to fine-tune your marketing strategies and better serve your audience.

9. Establishing Thought Leadership

Another significant benefit of content marketing is establishing your brand as a thought leader in your industry. Demonstrate your expertise and knowledge, earning the trust and respect of your audience: Create and share informative, insightful content.

Thought leadership can bring numerous benefits, including increased brand recognition, improved customer relationships, and new business opportunities. Set your brand apart from the competition and position yourself as a go-to resource. You should consistently produce high-quality content that showcases your industry expertise. By doing so, you set your brand apart from the competition and position yourself as a go-to resource.

10. Cost-Effective Marketing Strategy

Content marketing is a cost-effective way to reach your target audience and generate results compared to traditional marketing methods. While it requires time and resources, the long-term benefits of content marketing can far outweigh the costs.

Producing valuable content that addresses your audience’s needs can attract organic traffic and generate leads without expensive advertising campaigns. This makes content marketing an ideal strategy for businesses of all sizes and budgets.

11. Increased Shareability and Engagement on Social Media

Another benefit of content marketing is its potential to increase shareability and engagement on social media platforms. High-quality content, significant blog posts and articles can be easily shared across various social media channels, helping you reach a wider audience.

As your content is shared and engaged with on social media, your brand’s online presence grows, increasing brand awareness and recognition. Furthermore, engaging content can also prompt conversations and discussions around your brand, helping to create a buzz and generate interest in your products and services.

12. Personalising Your Marketing Approach with Content Marketing

Content marketing allows you to create a personalised marketing approach that resonates with your target audience. By understanding the needs and preferences of your customers, you can tailor your content to address their specific pain points and provide solutions to their problems.

A personalised approach helps create a connection between your brand and your audience. It increases the likelihood of them engaging with your content and converting into paying customers. Personalisation is a powerful marketing tool that can help your brand stand out from the competition. And foster long-term customer loyalty.

13. Driving Long-Term Results with Evergreen Content

One of the most significant advantages of content marketing is the ability to create evergreen content. Evergreen content remains relevant and valuable, providing long-lasting benefits to your business.

By creating evergreen content, you can build a content library that continues to drive website traffic, generate leads, and support your marketing efforts for years. A long-term approach can help you maximise your return on investment. It allows the creation of a sustainable marketing strategy that delivers consistent results.

14. Enhancing Customer Retention and Loyalty

High-quality content can also be crucial in enhancing customer retention and loyalty. By consistently providing valuable content that addresses your audience’s needs, you can keep them engaged and returning for more.

This ongoing engagement can help to strengthen the relationship between your brand and your customers, leading to increased customer satisfaction and loyalty. Loyal customers are likelier to recommend your brand to others, helping you attract new customers and grow your business organically.

15. Complementing Other Marketing Channels

Content marketing can also complement other marketing channels, such as email marketing, paid advertising, and public relations. Integrate high-quality content into your marketing campaigns across various channels. This allows you to create a cohesive and consistent brand message that resonates with your audience.

This integrated approach can help you maximise the impact of your marketing efforts, ensuring that your brand stays top of mind for your audience and driving better results across the board.

16. Enhancing Your Brand’s Reputation and Credibility

Lastly, content marketing can enhance your brand’s reputation and credibility. By consistently producing high-quality content that provides value and showcases your industry expertise, you can position your brand as a trusted and reliable source of information.

As your audience comes to rely on your content for insights and guidance, your brand’s reputation and credibility will grow, helping you attract new customers and retain existing ones. A strong reputation is essential for long-term business success, and content marketing is an effective way to build and maintain it.

The Benefits of Content Marketing: Conclusion

The benefits of content marketing are vast and varied. It offers businesses of all sizes and industries the opportunity to connect with their audience, build brand awareness, and drive long-term results. Create high-quality, valuable content that addresses your target audience’s needs and preferences. Tap into the power of content marketing and set your brand up for success.

As you develop and refine your content marketing strategy, remember these benefits to ensure that you’re making the most of this powerful marketing tool. Remember that content marketing is a long-term investment. It requires dedication and persistence – but the rewards can be substantial and long-lasting. From increasing website traffic to enhancing customer loyalty, content marketing can help you achieve your business goals and create a sustainable marketing approach that delivers consistent results.

So, take the time to plan and execute your content marketing strategy. Focus on producing high-quality, valuable content that addresses your audience’s needs. By doing so, you’ll be well on your way to reaping the many benefits content marketing offers and setting your brand apart from the competition in the digital marketing landscape.

With the rise of digital marketing, content marketing has become more critical than ever. As we’ve explored in this article, content marketing has numerous benefits. By leveraging these advantages, businesses can gain a competitive edge, foster customer loyalty, and achieve long-term success. The investment in content marketing continues to yield returns, making it an essential component of any successful marketing strategy.

Beginner’s Guide to Cohort Marketing

by Frank M. Waechter | Branding and Marketing, Communication, Communications, Content Marketing, Digital Marketing

What if we told you that you could convert more leads and predict customer behaviours? All you have to do is divide your audience into smaller groups. However, you have to find the right groups. In other words, you need to find cohorts.

Cohort marketing is a way of dividing your audience into groups that have similar characteristics. By doing this, you can get a better idea of what your customers want.

To learn more about cohort marketing and how you can implement cohort marketing into your advertising plan, keep reading. We’re going to share everything you need to know.

What Is Cohort Marketing?

Cohort marketing is rooted in cohort analyses. Both practices focus on the evaluation and understanding of a particular group of individuals. When it comes to cohorts in advertising and marketing, a marketer is going to analyse what a particular group responds best to.

Based on the cohorts shared characteristics, activities, or thoughts, marketers can improve their campaigns. Specifically, they can gear campaigns in the right direction based on the audience of people that they want to reach.

What Are Cohorts in Marketing?

A cohort is a group of people that have something in common. They could be the same age, identify with the same gender, live in the same place, or have something else in common.

A marketing cohort is a group of people that have characteristics that you want to seek out. For example, a pharmaceutical company may want to market to a specific age group or a group of people with the same condition. These groups are cohorts.

Dividing your audience into these groups can help you create more meaningful marketing materials that are more likely to interest the group that you’re marketing to.

Why Is Cohort Marketing Effective?

Cohort marketing allows you to divide your audience into smaller groups. You get to focus on fewer people that have more things in common. Therefore, your marketing team will have a clearer idea of what kind of marketing materials to prepare. However, there’s more to cohort marketing than that.

Convert More Leads

As we said, your marketing team will have fewer people to think about. At the same time, they’ll have a clearer idea of the kind of person that they’re marketing to. Thus, they’re more likely to choose the right marketing materials and interest more customers in your business.

In the end, cohort marketing can lead to a higher lead conversion rate. Your marketing team will be making more targeted advertisements, leading to more interest in the targeted groups. This bulletproofs your marketing strategy.

If you see an advertisement that’s specially made for you, you’re more likely to react positively to it. The same idea goes for the leads that your marketers are going to target with cohort marketing. They are going to be more likely to react positively to advertisements that you’ve geared towards their interests.

Predict Customer Behaviours

If you divide your audience into smaller groups, it’s going to be easier to understand the habits and behaviours of each individual group. Thus, you’re going to understand your audience as a whole better.

When your marketing team is creating marketing materials related to a specific group within your target audience, they’re going to be able to better understand that group’s reactions. By examining past behaviours, your team can make better choices when they’re preparing posts and ads.

This may also help your business understand its revenue patterns as well. If you can understand purchasing decisions and habits, you can better predict when particular groups will convert or make additional purchases. Then, you can revise your timing and posting habits to reflect these shifts in revenue and activity.

Increase Return on Investment (ROI)

ROI is one of the best ways to determine whether or not a specific kind of advertising is working. It can tell you whether or not you should continue with your current habits or move on to another method of marketing. Cohort marketing comes with a higher ROI.

Your marketing team will be able to make better decisions with access to more information about their audience, so they’ll be able to pull in more leads and customers. In the end, these people are going to be more likely to make first and repeat purchases from the company. Thus, the company is going to make more money from these advertisements.

How to Apply Audience Research to Cohort Marketing

In order to understand each cohort that your business is targeting, you need to make sure that you’re considering the right metrics. You need to understand your cohort’s preferences, behaviours, and more. You can learn all about your cohort through cohort analysis.

There are five main metrics that you should keep in mind:

User retention
Revenue per cohort
Customer lifetime value
Customer engagement
Marketing channel metrics

By paying attention to these numbers, you can learn more about your cohort and the kinds of activity that you can expect from each individual. You can also track these metrics over time to see if there are any changes as your marketing becomes more personalised.

How to Divide Your Audience the Right Way

The way that your company divides its audience is going to depend on the kinds of people that your business is trying to target in its marketing. Some companies divide their audience into age groups to change their kinds of marketing while others divide their audience by location to divide marketing between different stores.

Sometimes, the process of dividing your audience may take trial and error. To get started, think about the way that your marketing team decides to market to your audience. How could they make their marketing materials better and more personalised?

Cohort Marketing – Where Do We Start?

Cohort marketing is one of the most undervalued kinds of marketing strategies. Many people think that target their audience is enough even if it fails them over and over again. If you’re looking to help your business grow, you should get in touch with me. I look forward to helping you with your digital marketing plan.

A quick guide to Google Ads Billing

by Frank M. Waechter | Branding and Marketing, Communication, Communications, Digital Marketing

Demystifying Google Ads billing

Google Ads (formerly known as Google AdWords) is a powerful marketing tool for businesses of all sizes. This platform allows you to promote your website, set advertising budgets and bids, and measure results. But why is the Google Ads billing so complicated? Even something as simple as finding the invoice is a challenge.

I get it.

Navigating a new tool can be complicated, but it doesn’t have to be! To help you with that, in this article I’ll cover what you need to know about Google Ads billing so you can comfortably use this platform even if you’re a beginner. Specifically, I will be looking at:

Payment settings and payment methods
Finding Google Ads invoices
Discrepancies between invoices and debited amounts
VAT and taxes
Downloading and printing payment receipts

Let’s get started.

Setting up payments

When it comes to setting up payments, it’s important to remember that in Google Ads, there’s a difference between payment settings and payment methods.

Payment settings refer to how you want to make payments. Depending on the country you are in, there are different payment settings available in Google Ads, including:

Manual payments, where you pay a lump sum before the campaign starts and Google deducts the costs from the total.
Automatic payments, where Google charges you for the cost of running a campaign either at the end of the billing cycle or when you reach your threshold, whichever happens first.
Monthly billing, where Google gives you a line of credit you receive an invoice for all the ads ran during a billing cycle. This billing option is usually only available to large advertisers.

On the other hand, payment methods specify the channel used to make payments. The options vary from country to country and depend on your currency, but in most cases the following payment methods are available:

Direct debit, where the amount owed is automatically taken from your bank account.
Credit and debit card payment.

To set or change the payment method, ensure you’re logged into your Google Ads account and click on “Tools and Settings”. Then click on “Billing” > “Payment method”, enter the requested information, and save it.

For extra peace of mind, you can also set up a backup payment method. Go to “Billing” > “Settings” > “Payment methods”, then designate the payment options on record as either Primary or Back Up, and save the changes. This will ensure that you’re always up to date with your payments should there be a problem with your bank, debit, or credit card.

Partial payments with voucher codes and coupons

Google Ads allows you to make partial payments against an invoice using coupons or voucher codes. If you have any of these, you can redeem them and combine their total amount to cover a specific invoice. To do that, ensure you’ve selected a payment method and click on “Billing”, then go to “Voucher codes”, enter your code, and click on “Save”. This will apply the voucher/coupon amount towards your next invoice.

Sales tax & VAT on Google Ads invoices

Google Ads invoices do not include VAT or sales tax. However, this doesn’t mean you’re exempt from paying the relevant taxes. Google views tax compliance as the individual responsibility of each account holder, so always budget for the taxes that apply in your country. Because taxation rules differ from country to country and from situation to situation, I always recommend speaking with an accountant or a tax advisor to determine what applies in your case.

Finding your Google Ads invoice

Google Ads invoices are generated every month and available for viewing and downloading directly from your account.

To find your Google Ads invoices, you need to log into your Google Ads account. Next, click on “Tools & Settings” in the top right-hand corner. Then select “Billing” and “Billing overview”.

If your Google Ads account is new, you can access the “Billing” tab from the menu bar.

What if you need more than one invoice? You access your entire invoice history by clicking on
“Billing”, “Invoices” and then “All Invoices”. After selecting the Google Ads invoices you need, click on “Download selection”.

Still having problems finding your Google Ads invoice?

This can be due to four things.

It may still be too early in the billing cycle, which covers 30 days from the moment you purchase a campaign. So you won’t find any invoice if you’re trying to access it and it’s only day 2 in the billing cycle.
You may not have reached your threshold. In addition to the billing cycle, Google takes into account thresholds to trigger invoices. The specific amounts vary, going from $50 to $500. New accounts usually have a $50 threshold, and the platform won’t generate an invoice if your charges don’t amount to that.
Google Ads only generates invoices when there’s an activity in your account. So you may not get an invoice if you have paused a campaign or if your keyword search volume is too low to drive any traffic.
You’re trying to access an invoice without selecting a time period.

Why doesn’t your invoice match the amount debited from your account?

Finding a mismatch between the invoice total and the amount Google debited from your bank account or credit card is very common. And unfortunately, this discrepancy can create some accounting headaches. So why does this happen?

This issue can happen if you have chosen the Automatic payment settings. As I explained earlier in this article, this means that Google charges you either at the end of the billing cycle or when you reach your threshold, whichever happens first. You may reach your threshold before the billing cycle is over, or multiple times during this cycle. Each time this happens, there will be a separate charge reflected in your bank account or credit card statement. However, the Google Ads invoice generated at the end of the 30-day billing cycle will reflect the total amount outstanding.

Let’s use an example to clarify this. Imagine you have a $100 threshold and your billing cycle starts the fifth day of every month. On day 20, you hit the £100 threshold and Google debits your bank account or credit card. You don’t hit the threshold again until the following month. You may still accrue clicks between day 20 and day 5 of the following month when Google generates the invoice. This invoice will cover the clicks that took place between the time you hit the threshold and the invoice date or end of the billing cycle.

So in summary, any clicks that take place after hitting the threshold are carried over into the following month and are reflected in the respective invoice. Google does not match payments to invoices, which can make bookkeeping a bit complicated unless you are a large advertiser and qualify for monthly billing.

Making changes to your Google Ads invoice

You cannot make any changes to an invoice or payment settings once Google Ads has issued the invoice in question. If you entered the wrong payment information by mistake, you can still edit it under “Payment methods” as explained above, but the changes will only come into effect in the next billing cycle.

Bear in mind that any updates you make to payment information must be made at least 14 days before the end of the billing cycle if you want them to be reflected in the next invoice.

Downloading and printing your Google Ads invoice

You can get a hard copy of a Google Ads invoice for your records or for accounting purposes, directly from your account dashboard.

Once you’re logged into your account, click on “Billing”, and again on “View Invoices”. This will display a drop-down menu where you can choose between “All Invoices” (a historical view of all your invoices), and “Open and past due invoices”, which shows outstanding invoices.

Once you select a specific invoice, you get the option to download it in PDF or CSV format.

Conclusion

In this article I’ve covered the basics of Google Ads billing, so you can navigate this tool smoothly from now on. If you have questions on whether Google Ads is for you or would like to know how to bring real change to your business, get in touch. I’ll be happy to discuss the options and offer personalised solutions.

Ethical Marketing, One Step At The Time

by Frank M. Waechter | Communication, Content Marketing, Digital Marketing

2020 has been a year of profound changes. Due to these changes, many of us have been moved to make an in-depth evaluation of how we live our lives, which are our priorities, and which tools we use to reach them. The big question is: are we living our lives in the best possible way?

As a digital marketer, I am interested in how people in my industry handle this question. And some of their conclusions resonate strongly with me. This year’s work-from-home and isolation requirements have resulted in many people taking to social media and spending more time online than ever before. We have also seen an increase in digital interactions for business purposes, replacing in-person meetings, conferences, networking events, etc.

But has this been to our benefit? In our October post, we discussed the social media dilemma and the implications it has for anyone who works in digital marketing. In these difficult times, people flock to social media platforms to feel connected to others, but togetherness is not necessarily a priority for these businesses. These platforms are corporate-owned and built to make money out of our data.

The Social Dilemma

The social media dilemma has an ethical side that we simply cannot ignore. As a content marketer myself, I have come to question the role I play in supporting the corporate goals of social networks, whether directly or indirectly. On the one hand, I encourage clients to develop a robust online presence, and social media is a crucial component of this. But on the other hand, I can’t help but wonder how fair is it to promote practices that may jeopardise my clients’ privacy and integrity. So is what I am doing 100% beneficial to my clients?

As things stand right now, I cannot say it is. This realisation has direct implications for my line of work, and I am sure many other marketers will be in the same boat. The main implication is that my old business model is no longer viable if I want to truly serve my clients’ best interests – and only theirs.

After giving this matter some serious thought, I have decided to transform my business one step at the time. I hope to document the process and the challenges I find along the way in an upcoming series of blog posts. The transformation starts by no longer offering social media as a marketing tool. My key focus lies on strategy and data-based content marketing respecting every aspect of GDPR privacy regulation. At the same time, I started developing different ethical marketing solutions.

The Case For Ethical Marketing

The concept of ethical marketing is not new; in fact, it was being discussed even before the famous documentary “The Social Dilemma” raised the question in mainstream circles.

Society changes, and so does technology. This change means we must be prepared to ask and answer honest questions about to which extent we should accept the interference of technology into our private or business lives. This is especially pertinent to social media marketing, as the nature of the data collected via these platforms raises serious ethical questions.

But we reach another crossroads: social media marketing (and to some degree most digital marketing nowadays) is effective precisely because of the vast amounts of personal data we now have access to. This allows for higher personalisation, which can be more satisfactory to the user and financially rewarding for businesses. So if we take this away from the equation, are we setting ourselves up for disaster? In other words, can an ethical marketing business succeed?

Towards Ethical Content Marketing

I believe that there will always be a market for companies who genuinely care for their clients. The expectation is already there, for example, in late 2019 a research piece found that brands perceived as “ethical” get more committed, loyal, and satisfied customers, among other competitive advantages.

As marketers, we need to promote brands and services and help clients find the perfect match between their offerings and what their users need. But in the new context, the marketer’s role has to take an educational or informational perspective. People cannot demand what they don’t know about.

Content marketing is a big win here because offering valuable content for free, instead of using it to track or collect data, is the best move. Ethical content marketing informs and empowers through content, prioritises freedom and privacy by promoting individual choice, responsibility, and well-being.

I have started to outline a few guiding principles that will help me evaluate marketing strategies against an ethical benchmark. This list is work in progress, but I believe it sets me in the right path:

Stay clear of spammy practices.
The ultimate goal is to build genuine connections, not getting more clicks.
Content should deliver value and uphold values.
Content should empower clients through knowledge, so they implement ethical practices in their online interactions.

But I also accept that I have my limitations. It is impossible to change the way algorithms work or to influence the privacy and data use policies of the big players. But that does not mean my hands are tied: there are things I can do to limit the influence of unethical practices in my day-to-day life and also in my business.

One of these things is re-learning to use the Internet and other digital products by focusing on how to do so safely. Privacy issues surrounding the online world are a top priority in ethical content marketing, so I’ve been experimenting with the best way to transform my habits first, before recommending them to clients.

These thoughts marked the beginning of my personal (but also professional) transformation towards an ethical online presence. The time has come to critically evaluate what digital marketers have to offer in today’s changing landscape – I hope you will accompany me in my exploration!

← Social Media Is Dead, Long Live The Membership Community Customer Trust as a Central Element for Brand Success →

A Guide To Bulletproofing Your Marketing Strategy During A Crisis

by Frank M. Waechter | Digital Marketing

The Covid-19 pandemic has brought a great deal of uncertainty. Only a few organisations were prepared with a marketing strategy during a crisis. If you are in charge of a business or an organisation, the uncertainty takes on a new dimension, and you will most likely want to know which are the most critical steps you can take to fend off the global disruption we are all experiencing.

In a rapidly changing environment, your primary concern should be to keep your organisation or business running. This may require a significant shift of priorities and extensive restructuring, paying particular attention to your marketing and communications plans.

While it is impossible to avoid all risks, modifying your marketing strategy during a crisis is the first step. In this post, you’ll find a guide to bulletproofing your marketing strategy in times of crisis.

What Your Customers Want, Revisited

Marketing hinges on effective communication. Now, more than ever before, it’s crucial to ensure that your marketing strategy communicates the right message and is in line with your customers’ expectations and circumstances.

People’s needs and priorities have changed substantially. Many will have questions that your website or social media do not currently answer. To address this, you will need to rewrite customer personas based on how Covid-19 may have affected them.

You may want to use the six new customer behaviour thresholds identified by Nielsen, and evaluate how your redesigned marketing strategy should fit within them.

Above all, remember that one of the main things customers want in times of crisis is information and reassurance. Consider how your online presence needs to be redesigned, so it puts customers first by keeping them in the loop. You may not have all the answers, but being transparent will build rapport.

HOT TOPICS: Social Media For Science And Research: Current Trends And Future Possibilities

You may also want to consider using video conferences, live chat, or live Q&A sessions to draw your customers into the conversation and listen to what they need. This will generate insights into what’s most valuable to them and will inform the adjustments you’ll need to make to your marketing strategy during the crisis.

The faster you respond to what your customers need, the higher your chances will be to secure a more significant market share.

Rethinking Your Brand Image

Understandably, some business owners may be reluctant to launch any marketing campaign right now. They may think that customers have other things to worry about, or that it may be perceived as frivolous and insensitive.

Yet, this is an opportunity to forge a more personal connection with your customers, as long as the message behind your marketing strategy is relevant. The key is to increase trust and offer something of value in difficult times. To do this, you’ll need to anticipate the new normal and the role your brand is to play in it.

From Nike to McDonald’s, market leaders have been adjusting their brand message to the situation while remaining inspirational. So ask yourself “What is my brand’s key message in times of crisis?”.

Not every company can shift its core services or products to meet critical demand, but reshaping your brand image and message is doable. Your values and mission may remain the same. Still, the focus is different: it could be educational (by offering much needed fact-checked information), offer support and a sense of community, or address your customers’ pain points with new or redesigned products and services.

One thing is for sure: this is not the time to sit back and wait for the storm to pass. Your ability to respond to this crisis may completely transform your brand’s public perception, and if handled well, it will attract loyal customers.

FROM THE BLOG: Getting Started With The Digitalization Of Associations

However, because the long-term scenario is too unstable, it is wise to redesign your marketing and crisis communications along two dimensions: short term (within the next three months) and medium-term (the next six to nine months). Next, we will look at the most effective ways of doing this.

Bootstrap Marketing

Your short-term marketing strategy in times of crisis will have the most substantial impact on your bottom line. Focus on agile, dynamic, and easily adjustable solutions and be cautious with expenses. In other words, reassess your marketing strategy and incorporate the principles of bootstrap marketing into your plans.

One way of doing this is by investing in your social media strategy. Low costs and high exposure rates situate social media marketing as one of the most effective approaches to work on right now.

Under normal circumstances, people spend an average of 3 hours a day consuming content on social media. Since the start of the pandemic, social media use has increase substantially: usage time has grown by 40% for WhatsApp, 50% for Facebook, and Instagram live views have doubled. This is where your audience is, so it makes sense to redirect your resources to social platforms.

You can use social media to delivering customer service as if it was a crisis management tool. These platforms allow you to develop one-to-one and more personable interactions and can generate a positive impression that’s likely to carry on beyond the duration of the crisis.

Making Services and Products More Accessible

Another short-term marketing strategy in times of crisis involves launching price promotions and freebie campaigns. Now is the time to demonstrate solidarity and empathy with those whose day-to-day life has been affected. The examples are everywhere. For instance, online course provider Bluprint is offering free access to their content for a limited time. Digital Marketer is offering free membership to those affected by Covid-19. People are turning to creative endeavours and to learning new skills, so think about how you can capitalise on that.

This could entail fully or partially dropping paywalls, offering payment assistance or new payment terms, and creating updated low-cost versions of digital products. In short, consider what your brand can do for your community of customers, and in the process, you may generate more leads.

Adjust Expectations And Customer Retention Models

The main goal of your medium-term marketing strategy, not only in times of crisis, should be retaining existing customers. If you can maintain volume by keeping customers going back to your products and services, you’ll have a better chance to weather this storm. But you may have to do this at the expense of overall profits and accept lower ROI as a trade-off. In times of crisis, everyone’s expectations need to be adjusted.

INTERESTING READ: Generate Pre-Event Hype With Content Marketing

To adjust your retention strategy, funnel your resources taking into account what could “the new normal” look like in your industry. Content marketing will continue to play a crucial role in every medium-term marketing strategy. A new landscape equals demand for new content, and content marketing will help deliver what your customers want while keeping your business afloat.

Conclusion

The current crisis presents a chance to create long-lasting value, establish thought leadership, and inspire loyalty through actions that matter to your customers. This is an excellent time to become relevant and stay relevant. If you need support with your crisis, managing efforts or redirecting your marketing strategy, get in touch to discuss a tailor-made solution.

← Getting Started With The Digitalization Of Associations Top 10 Benefits of Content Marketing →

Getting Started With The Digitalization Of Associations

by Frank M. Waechter | Digital Marketing

This article about the digitalization of associations was first published on Boardroom, provided by IAPCO, author Frank M. Waechter, Founder and CEO of fmwaechter.com | Digital Marketing.

According to the World Economic Forum, digitalization is one of the key disruptors of the 21st-century. This process has caused profound changes in the way we interact and go about our lives. And has also transformed the nature of work and organizations. Ernst & Young suggests that the digital transformation is here to stay, and so it’s essential for associations to jump on board, embrace the digital mindset, and bring added value to their members – especially to new generations who are digital natives.

Digitalization, and thus digitalization of associations, is already underway, so embracing it is not a matter of if, but instead of when and how. In this post, we take a look at the most effective strategies and solutions that associations can use to achieve this.

Should Your Association Go “All Digital”?

The first step is to kick-start a digital transformation strategy is deciding what to implement, how to do it, and on which time frame. Although it might be tempting to go “all-in” on digital, this isn’t always practical or necessary. Implementation success rates seem to be rather low – under 30% according to this McKinsey survey. On the other hand, those who are successful take an incremental approach to digitalization. Digital organizations don’t become so overnight, but they work and rework their strategy. Until they’re able to create new and stronger forms of engagement with their members. Therefore, it’s wise to make gradual changes strategically, using carefully chosen digital tools to enhance existing and more traditional operational models.

Low-Cost, High Impact Solutions

Mindset is as important as tools when it comes to the digitalization of associations. The process starts with building digital skills into the association’s culture, bringing key stakeholders on board, and breaking down silos before going all out. You can achieve this with limited financial resources – it all starts with the right mindset and with the disposition to make small-scale changes that have a significant impact.

Free content analytics tools are an excellent place to start. These tools enable data-driven decision making, which forms the basis for digital strategy. With this anticipatory intelligence, you can discover which content drives interaction best and which digital technologies your members are already using. The information can be used to predict what your members need. Also to formulate digital marketing campaigns using the format and channels your members prefer. For example, setting up an online community on a social media platform allows members to share and network 24/7 using tools they’re already familiar with. Some organizations, like the Association for Clinical Research Professionals, have created their online community platforms. Whereas others (like Trades Union Congress) offer their members online training in a webinar format, all through their website.

Automation and Digital Tools

Another cost-effective tool is marketing automation. While not free, these software packages can save on labour costs. At the same time, deliver highly targeted communications that reach the right person with the right message at the right time. Also, consider the products or services your association already offers and how can they be digitalized. With marketing automation, it’s possible to segment members based on their interests and goals. And offer them tailored content.

Digital tools like machine learning or artificial intelligence have enormous potential for success, and they don’t need to be costly. Chatbots can be quickly built on social media platforms and drive a conversational approach to member interaction. And since they can learn autonomously and become more accurate over time, they are a sound investment.

Conferences and events are other areas of opportunity. Event apps are replacing printed conference guides, making them more portable and user-friendly.

Examples of Digitalization of Associations

Organisations like the National Association of College and University Business Officers are building membership value into their events using year-round, multi-event apps that not only deliver smooth registration, networking and personalized content but also engagement, interaction and intelligence.

Another example of how digitalization can strengthen the reach of events: BILD, a Toronto-based land management association went paperless for its annual awards event. To do so, they implemented a CSP (content services platform), which bridges the gap between digital experience management (DxM) and content management. For the annual event, this move allowed members to submit and manage applications on a self-serve basis. Also reducing greatly time-related inefficiencies and risks of human error. Content management systems can be pricey, but there are affordable options too. In the beginning, association leaders may want to explore basic packages and solutions. Thus making sure their features target the most important goals for a particular event.

Conclusion

The digitalization of associations is complex and multi-faceted, but its benefits outweigh the challenges. Taking a gradual approach to digital transformation can help your association remain competitive, future-focused, and member-oriented. Start taking steps now to give your association a strategic advantage and establish it as a trusted leader in your field. It’s never too late to become digitally aware and lead transformation successfully. If you are looking to give your association a digital strategy, get in touch with me. We offer digital solutions specifically tailored to multiple sectors in the MICE Industry.

← Generate Pre-Event Hype With Content Marketing A Guide To Bulletproofing Your Marketing Strategy During A Crisis →

How To Design An Omnichannel Marketing Planning

by Frank M. Waechter | Digital Marketing

Change is a constant in life – and therefore in business too. The digital marketing world changes especially fast, and every year something new and big promises a steady stream of customers or of event attendees. But if you want to meet KPIs and see consistent results, it makes sense to invest in a bullet-proof digital strategy instead of dabbling with whatever happens to be trendy at any given point.

To be effective, such a strategy must be based on omnichannel marketing: the use of multiple channels that complement each other and create a consistent user experience. The idea is simple: don’t put all your eggs in one basket, and go where your clients already are. Let’s take a detailed look at how cross channel marketing can benefit you, and at the best ways of implementing this type of marketing campaign.

The Benefits Of Omni-Channel Marketing Plans

An omni-channel marketing plan allows you to reach customers wherever they are. And because you can deliver your message using their preferred medium or platforms, your chances of achieving organic customer engagement are higher.

Omnichannel marketing allows the integration of several digital marketing strategies and takes the pressure off operational tasks. Email marketing, customer acquisition and retention, content marketing, or social media campaigns are no longer stand-alone tasks, but instead, form an integrated marketing strategy that is aligned with your business objectives.

Image Source: SmartInsights

If correctly implemented, a cross channel strategy is easier to manage. It can also be easier to monitor the audience response – for example, email unsubscribe link rates. This data facilitates making data-informed adjustments to continuously expand your reach.

Also, omnichannel marketing works for businesses of all sizes, because the focus isn’t so much on resources or marketing budget, but on knowing your audience inside out and on delivering an impactful message.

How To Design An Omnichannel Marketing Planning

Omnichannel marketing relies on diversifying marketing communications across multiple channels. And to communicate with potential customers, first, you need to know where to find them and go there yourself.

Start by researching the most-used channel’s platforms by your target audience. This could be a mix of email, web-based advertising, social media content, TV ads, blog posts, mobile apps, etc. Whichever you plan to target, remember to do it ensuring your strategy is not redundant, but complementary.
The platform you use may vary, but your message must stay consistent. Find the overlap between your brand identity and goals, and the needs of your audience. Then, make information available at different places where the audience may come across it, either accidentally or because they’re looking for it.
Of course, this means you must have a very granular idea of who is your audience, what they want/need, and where they shop or look for information. A customer persona is a great starting point to determine the ideal engagement model to target.
Next, identify the touchpoints. These are every interaction your potential customer has with your brand or message. Identifying them involves seeing the entire process as a journey or an experience – a holistic view of customer acquisition that takes into account obstacles, needs, and opportunities. Here you can see an example that applies to the MICE industry, but of course, this varies from sector to sector.

Image Source: Weemss

Remember that omnichannel marketing can be implemented both online and offline. For example, you can combine digital advertising with ads in a physical location. At events, this could mean using both physical banners and event apps. The right mix is different for each industry, so testing is key.
Irrespective of your industry, never underestimate the importance of social and mobile. The most visited sites in the world are social media sites including YouTube, Facebook, and Instagram. These are not only used for leisure, but also as a source of information and so they are useful tools to reach a targeted audience. As for mobile use, more than 51% of online traffic comes from mobile devices -surely a channel that no business owner wants to miss!
On that note, a landing page will direct users from mobile and social platforms to your website. Landing pages play a crucial role in lead generation and conversion. Research suggests they can increase conversion by 300%, and the figures are even better if your landing page features video content.
Lastly, take advantage of technology. Digital technology can improve the efficiency of your omni-channel marketing strategy. For example, marketing automation can save precious time so you can focus on analysing results and tweaking your campaign, and their implementation is feasible even for SMEs. If you can pair marketing automation and CRM tools, so much the better!

Conclusion

Omnichannel marketing is a profitable strategy that every business owner or event organiser should know about. This type of strategy relies on personalised and targeted communications that capture your audience’s attention wherever they happen to be. The benefits are many: they can boost awareness, create a strong positive impression, generate leads, and streamline your operations.

If you’d like to establish a strong presence in multiple platforms so you can deliver the best possible customer experience, creating an Omnichannel marketing campaign is the next step. Get in touch and we’ll start planning the most effective strategy for your business straight away.

← Event Marketing Trends For 2020 Generate Pre-Event Hype With Content Marketing →

Event Marketing Trends For 2020

by Frank M. Waechter | Digital Marketing

The past few years have been incredibly fruitful for the events industry, which is projected to grow even further between now and 2026.

As the industry grows, so does the need for event organisers to develop and maintain a competitive edge that sets their event apart from the rest. This requires being familiar with the most effective event marketing strategies, but also staying abreast of the latest trends in event marketing. Events can have a tremendous positive impact on brand perception and revenue, but they rarely sell themselves without a carefully executed strategy behind. Event marketing has proven invaluable for lead generation, customer engagement, education about products and services, brand awareness, and to boost both demand and sales. This is why event marketing is essential to promote your event and reach your target audience.

pre-event content marketing

This post brings it all together, exploring where the industry is headed and the trends to consider to ensure you reach as many potential customers as possible with your next event.

**Feb 14, 2020: Due to recent event cancellations, this post was expanded to include a new trend that all event organisers and meeting industry executives need to consider.

Crisis Management

Crisis management is already a prominent theme in the conversation among event marketers, executives, and organisers. In a short period of time, we have seen world-class events like Mobile World Congress and Geneva Motor Show postponed or cancelled over Covid19 concerns. Adding to that is a growing number of restrictions on employee travel and travel bans issued by different authorities.

In this scenario, some organisers may wonder how to reconcile their duty of care towards exhibitors and attendees with the commitments already made regarding the celebration of event. The situation continues to evolve, but we are already seeing two trends emerge.

The first trend involves incorporating crisis management into the overall event marketing strategy. In the US, more than half of event planners claim to have faced a crisis situation, ranging from no-shows to software failures. Not having a crisis management plan in place can be enormously detrimental to the organiser’s reputation. Building a loyal event audience takes years and a significant financial investment, so it makes sense to take protective measures. And this is not only a response to Covid19, but rather an integral part of responsible event planning.

Source: Inevent

As part of the event crisis management trend, this year we may see a growing number of organisers plan for eventualities and build this preventative concept into their event marketing plans. This could entail setting up a dedicated committee who works in close liaison with digital or social media executives. This would allow a quick assessment of a given crisis’ repercussion in the audience. Moreover, it would be wise to document every crisis management plan in detail so it can be fine tuned event after event.

Of course, some crises will be beyond the organiser’s control, and this is where the second trend comes into play. This involves switching to alternative event formats. Many organisers affected by cancellations have already chosen to host their events online and / or livestream them. This is the case of Salesforce World Tour, Microsoft MVP, Google Cloud Next, and Adobe Summit. On this note, it should be stressed that virtual events can still include experiential and interactive components, such as live Q&A sessions.

Re-designing in-person events into digital experiences is set to be one of most far-reaching trends in the MICE industry this year – and perhaps beyond 2020 too. Now is the time to evaluate your organisation’s ability to respond to challenges and adapt to change at short notice.

Multichannel Event Marketing

Communication is the essence of marketing. For communication to be effective, it is essential to use strategies that deliver a message clearly, at the right moment and in the right place. Technology facilitates this, which is why we have seen a surge in digital marketing techniques applied to events.

This year we are likely to see how multichannel marketing consolidates its position as a top digital marketing tool for the events industry. Multichannel marketing involves the coordination of different channels, from content marketing to email, including social media, printed mail, paid advertising, etc. This is a critical aspect of event marketing due to its role in lead generation, and must be orchestrated into other aspects of an event marketing plan.

Omnichannel Marketing Planning

2020 will be a year to get creative with multichannel marketing strategies. We are already seeing some planners create events that do not market their product or service directly, but rather promote values that resonate with their audience. https://blog.bizzabo.com/multi-touch-event-marketing An example is The Economist’s roaming food truck, which delivered a message the on environmental impact of our food choices. This strategy supports important events organised by The Economist, such as the https://events.economist.com/ Sustainability Summit, and promotes it among a different audience.

Another sub-trend within multichannel marketing involves the growing understanding that customer journeys are no longer lineal. This makes it essential to choose channels that convey your message consistently at every touch point. In the case of events, this means from the event website to post-event follow up communications.

Experience At The Core

This year we will see an increasing number of events become bespoke experiences from beginning to end. This growing focus on personalisation requires a paradigm shift: as IBM’s VP of Events and Conferences put it, it is “one experience for 30,000 people vs 30,000 experiences within a single event”. Undoubtedly, this is one of the main challenges of 21st century event marketing.

Turning events into personalised experiences requires a detailed grasp of who are your event attendees and what their expectations look like. Concepts like customer personas and customer journeys can be successfully imported into events marketing to achieve the kind of bespoke experience that impresses attendees and makes them feel like VIPs.

The experiential focus can also extended to the selection of event partners, for example those providing accommodation services. During 2020, we will most likely witness an increasingly sophisticated approach to choosing event travel partners, with a focus on those that deliver tailored guest experiences that are a perfect match to attendee’s lifestyle preferences.

Another trend worth mentioning involves blurring the divide between consumer and business events. This means adding a social or gamified component to events by default (e.g. giveaways, hands-on experiences, group competitions, etc.). This year’s message is “put people first”, and plan your event marketing strategy around those things that capture human attention universally.

Delivering Satisfaction Beyond The Event

The exponential growth of the bleisure sector is set to impact the way we plan events. Bleisure is already earmarked to be one of the biggest trends in travel industry in 2020, and the bleisure offer is key factor weighing into the decision to attend an event or not.

The growth of this sector is also a result of demographic changes that event organisers cannot overlook. Millennials are becoming the predominant demographic in today’s workforce, and their strong orientation – and expectation- towards travel and leisure is likely to be carried into business events.

millennials association workforce

In practical terms, this means 2020 is the year to start considering how to deliver attendee satisfaction once the day’s sessions are over. Some ideas include guest passes, reduced hotel rates for family members, printed or digital destination guides to the destination, and discounts at select retailers.

Also, bringing wellness into the equation will make attendees more receptive and may turn them into loyal brand advocates. A growing number of events will feature dedicated break rooms, quiet or tech-free areas, or mini-events focusing on wellness as part of the larger event agenda.

Next-Generation Technology

The expert use of event tech can simplify your marketing efforts and yield a wealth of data that you can use to stay at the top of your industry. This year, we are likely to see a stronger focus on technology that measures not simply attendee numbers, but attendee engagement and reputational impact. In particular, we can expect to see the widespread adoption of three technologies:

RFID, especially since its functionality at events continues to be refined.
Artificial intelligence, particularly when built into event apps, since it facilitates the creation of tailor-made experiences.
Branded event apps will continue to evolve into curated experiences that put attendees in control of the event agenda and deliver hyper-relevant content. They can also measure engagement metrics through the event’s lifecycle.

Stand Out Conferences Business Events

The use of next-generation technology can also have a strong impact on sponsorship success. With it, organisers are better able to quantify exposure and KPI achievement, and so it becomes easier to demonstrate the real value of sponsorship.

Sustainable Events

Green events that mirror global social trends are expected to gain momentum this year. Attendees are increasingly aware of the environmental impact of events, so organisers who incorporate green principles into event planning are likely to see an increase in attendance numbers. Sustainable event management has been hailed as the number 1 trend in the MICE industry for the next decade.

The focus on sustainability says something about the organisation behind an event, and positions them at the vanguard of their industry. Moreover, embracing this trend may help attract new sponsors among those who also prioritise sustainable practices.

As more organisers commit to transparency, accountability, and minimising the event’s footprint, this year we will see the consolidation of the following sustainable initiatives:

Being more intentional and creative with venue sourcing. Smart venues and their built-in technology may soon become a game-changer in the events industry.
Reducing waste by cutting down or eliminating plastic use and printed materials. Running paperless events is becoming easier thanks to the latest technology.
Switching to local sourcing in event F&B, as well as reconsidering the use of bottled water.
Implementing green practices in waste management, especially where on-site recycling and food are concerned.
Designing events for virtual attendance. Hybrid events are not only more sustainable, but can also increase reach and therefore attendance. And due to recent events, the generalised switch to hybrid and digital meetings may come sooner than we expect.

Conclusion

Adopting multichannel marketing, switching to an experiential focus, delivering satisfaction beyond the event, harnessing the power of next-gen technology, and prioritising sustainability and crisis management are the trends that will dominate event marketing this year.

Implementing change based on these trends can help your organisation measure and achieve key KPIs, like attendee engagement, revenue, registration numbers, mentions, and customer acquisition rates. At the same time, being at the forefront of the industry can deliver exceptional results in lead generation and ROI.

If you would like to explore the best ways to implement these trends at your events, get in touch today. As an expert in strategic event management, I offer tailored solutions that can position your event as a bespoke experience that inspires attendees and delivers tangible results to sponsors and organisers.

← Nine Ninja Tips To Stand Out At Conferences And Business Events How To Design An Omnichannel Marketing Planning →

Digital Transformation in the Meetings and Events Industry

by Frank M. Waechter | Digital Marketing

I wrote a piece in 2017 about the foundations of the digital transformation in the events industry. At that time, the mice industry was trailing behind and had a lot of work to do. Two years on, and technology has advanced rapidly. So, does the events industry stand now? Technology is transforming the way we live and do business. Most industries have adopted it, changing many aspects of their design and makeup in the process. Digital tools are now a crucial part of strategic event management due to their proven ability to bring in substantial benefits. These benefits include significant cost and time savings, higher attendee satisfaction, and better exposure and image building.

The growth of the web is making many changes in all sectors. But, what influence is the digital transformation movement having on the meetings and event industry now that we have embraced it?

What exactly is digital transformation?

“Digital transformation is the process of exploiting digital technologies and supporting capabilities to create a robust new digital business model.” – Gartner

Digital transformation allows people to solve their traditional business problems in new ways. It offers new types of innovation and creativity, rather than simply enhancing and supporting our traditional methods.

Digital transformation in the events industry

The events industry is embracing digital transformation with all the latest tech on display at conferences and meetings. But, the new technologies available are assisting conference organisers with creating an immersive experience, making the registration process seamless. Those are the two basic, but major changes we are seeing. We are now in the Age of Experience. This means that every event, no matter how small now needs to become an immersive experience. The modern generation will settle for nothing less.

Technologies like 3D, VR, and AR can blend the digital and physical aspects of an event. They help create authentic conversations between delegates, attendees and speakers. This technology gives events the potential to become content marketing engines. As organisers in the events industry, we are now able to turn attendees into participants by adding an experiential dimension to our events, making a conference or any other event a collaborative occurrence as opposed to a function that people attend just for the purpose of consuming knowledge.

So, what can we expect in 2019 and thereafter?

Digital transformation will have an ever-evolving effect on the events industry, with these four tech-trends at the forefront.

1. Facial recognition

This exciting technology will permanently eliminate paper from the registration and entry process. It will also optimise the security at conferences, streamlining access.

2. Virtual Reality

A technology that is constantly evolving has now merged with social media. Oculus venues is a virtual reality platform that enables live events to be seen with Live Nation, Ticketmaster, and through an Oculus Rift virtual reality headset. The obvious point being that attendees don’t have to physically be there to experience your event.

3. Augmented reality

Perhaps more effective than virtual reality, augmented reality is having a massive impact on the events industry. Engagement for events is crucial and can be very challenging given the demands of the modern consumer. Augmented Reality will boost engagement levels and create hype on social media by encouraging attendees to interact with your content and, in turn, share it with their following.

4. Artificial intelligence

Smart technology is influencing the events industry in a big way too. By utilising chatbots in a wide range of scenarios, event planners can automate several tasks, better serving their attendees.

Conclusion

So, as you can see, technology has been implemented and used to great effect already in the events industry. Associations are taking great interest in investing in new technologies, but this means a total overhaul of existing systems and practices. All for the betterment of the industry of course. The events industry is changing, and progressing in order to adapt to current trends, but these trends are forever changing. It never stops. It is a perpetual investigation and evolution of science. As players in this industry, we should continue to embrace it and view it as a thrilling time, full of opportunity and potential. We must, however, constantly seek ways in which we can be at the forefront instead of continually playing catch-up.

To learn about ways in which your association can truly embrace digital transformation in the meetings and events industry, get in touch with me. I specialise in delivering results for stakeholders within the Meetings, Incentives, Conference and Event Industry as well as for Associations and SMBs.

← One Year Of GDPR And The Outlook For Your Organisation How To Get Started With Influencer Marketing In The Meetings And Events Industry →

« Older Entries