You Only Get One Chance: 5 Tips for Crafting Compelling Headlines

You Only Get One Chance: 5 Tips for Crafting Compelling Headlines

You only get one chance. Just the one. This not an alarmist diatribe. It’s the truth. You only get one chance to make sure your audience cares about what you have to say, amidst the veritable explosion of content and message delivery channels that compete for their attention every minute of every day. Whether you’re creating a blog post, an email blast or a landing page, your headline is what determines whether or not your audience will continue reading down your page (or if they click through to your competitors’ content instead). Research suggests that 80% of your audience will never get beyond your headline. According to the Father of Advertising, David Ogilvy, “only one out of five readers gets beyond your headline”. Given these somewhat startling statistics, improving your headline to attract more readers, generate more leads and convert more clicks is well worth the investment. Experts tend to postulate that 50% of time spent on a blog post should be dedicated to drafting its headline. If you have a large database of blog subscribers, why not segment your database? Try out three completely different headlines (followed by the exact same content) to determine what style best suits your audience. So, here’s our go-to guide for headlines that compel. WIIFM. Haven’t come across this acronym before? Contrary to popular belief, it’s not the name of our favourite radio station. It stands for What’s In It For Me? And that’s what your headline (and the content that follows) has to convey to your audience immediately. Work out what your audience wants, needs, desires. Then demonstrate how your content will...
3 Ways To Up Online Sales In 2014

3 Ways To Up Online Sales In 2014

Australians are set to spend over $28.3 billion dollars online in 2014. That’s just over 10 per cent of Australia’s entire annual retail outlay. But what’s keeping some retailers ahead now will only be enough to keep them in the game in 2014. Last year the focus was on ensuring a simple, intuitive checkout process, offering a variety of products and running discounted shopping events. Now it’s time to take the consumer’s personal experience of the brand to the next level. 1. Put the shop front in their hands Every screen needs to give access to the same online storefront. One shopping experience can cross multiple devices so retailers need to make themselves accessible in this manner. Ideally a shopper could start filling a cart from their desktop in the morning, add a few more items on their mobile app at lunch and then checkout on their tablet later on. A retailer’s multiple channels should only appear to be a single outlet to the consumer. The weak link at the moment is a lack of mobile retailer applications. A study for UPS conducted by comScore, found that 60 per cent of Australians prefer to access their favourite retailers online on a desktop or mobile device rather than visit a physical store. When consumers hold the storefront in their hand (in the form of an app) brands can also improve consumer loyalty. The comScore study found that 47 per cent of Australia’s shoppers are less likely to comparison shop when they are using a mobile app. So retailers need to invest in an app that offers ecommerce as soon as...
Where Does Social Media Fit In Your Online Marketing Strategy?

Where Does Social Media Fit In Your Online Marketing Strategy?

Social media has taken the internet world by storm, and many marketers are deathly afraid of missing out when it comes to social media and anxious that all bases be covered. However, you might wonder just how useful it all is, and whether it is necessary to leverage social media in the course of your own online marketing. The reasons for its popularity have been well-documented: social media has been helpful to many businesses due to its flexibility and relatively low cost. It can also be done in-house and requires little technical know-how. Furthermore, with the prevalence of social media marketing in our everyday lives, most people pay attention to what is posted and shared. Despite these advantages, there are also many businesses that do not manage to reap the benefits of social media marketing. Here are some points to think about when considering where social media fits in your online marketing strategy. Does social media gel with your overall marketing plan? Social media marketing does not operate in a vacuum, and for you to successfully leverage social media, it has to be integrated into your overall marketing plan in order to be effective. You will need to think about your overall marketing goals and how you plan to achieve them, and then use social media as a tool to achieve these goals. For instance, if you want your brand to project a certain image, this will have to be taken into account when crafting content on social media platforms. In addition, various factors pertaining to your business need to be considered such as the legal, commercial and support...
Five Simple (and one complicated) Steps to Effective Market Research

Five Simple (and one complicated) Steps to Effective Market Research

Have you lost touch with your customer base? Unsure what motivates customers to buy your products? Or what price-point they are willing to pay for your services? Perhaps it’s time for a spot of market research. As with any type of research, the whole point of market research is to collate as much information as possible about a specific marketing issue to inform the decision-making process. That is not to imply that market research is only implemented if there a ‘problem’ as such. You might just want to understand the market better, or get a more in-depth insight into your customer base, or use the results for product development purposes. It can prove beneficial (and obviously informative) in many, many different situations. Generally speaking, if you are thinking about embarking on an effective market research program, there are five simple steps (define, collate, analyse, report and decide) and one complicated step (design). Step One: Define your objectives, questions, problems or alternatives This is the all important first step. Stuff this up, and your market research project is doomed to fail before it’s even begun. The key thing to remember is not to define the research topic either too broadly or too narrowly. For example, if you are the proud owner of a coffee shop and you are thinking about opening a second coffee shop, in a new suburb, a disastrous objective would be: Find out all there is no know about the new suburb. The results would include too much extraneous information. Often, it is easier to work backwards when defining a research objective. In this instance, the first...
Making the Most of Your Advertising Spend: Examples of Advertising Budgets

Making the Most of Your Advertising Spend: Examples of Advertising Budgets

Before we launch into a tirade about advertising budgets (and give you examples thereof), let’s take a step back. What exactly is encapsulated by the term advertising? It differs greatly from marketing. Advertising is far narrower than marketing and should be treated as such. In fact, advertising is just one small part of marketing. If we are looking for a dictionary definition, then advertising is deemed to be the act of drawing the attention of the general public to a company, brand, service or product, by way of paid announcements in online, broadcast or print media. In other words: advertisements. So, when we give examples of advertising budgets, these relate only to money spent on paid online, broadcast and print advertisements. They do not include other elements of the marketing mix like publicity and public relations or e-marketing and events. Right, now that we’ve got that sorted, let’s get down to business: examples of advertising budgets. Obviously, advertising budgets need to include the cost of booking banner ads on websites, display ads in newspapers, radio spots and TV commercials. But let’s not forget about the hidden costs: graphic design, copywriting, talent fees and production. Determining how much to spend on all these costs can be difficult, particularly for a start-up business or if you’re investing in new advertising channels. That’s where an advertising budget comes in handy. There are several ways to calculate your advertising budget. The most important thing to keep in mind is that, as your company matures and revenue increases, your advertising budget should be reviewed to foster continued growth. Here are a few examples of...
Tips For Marketing Companies On Marketing Themselves

Tips For Marketing Companies On Marketing Themselves

Anyone who works for a marketing company knows how important it is to devise ways and means to improve the exposure of and generate business for other companies. Ironically, marketing companies often focus so much on helping their clients that they neglect improving their own marketing prospects. In addition, it can be difficult to market your own company objectively, and marketers may shy away from marketing their own company due to the need for an unbiased opinion when devising strategies. Sounds familiar – but where to start? Here are some tips on marketing your marketing company! Allocate a budget and resources for your marketing activities When you spend all day promoting other companies, allocating resources to market your own company may be the last thing on your agenda. However, marketing companies are advised to approach their own publicity as they do their clients’, namely as an on-going project that requires a budget and resources. First to the fundamentals: a budget should be drawn up, in-house marketing activities allocated to team members and outsourcing provided where necessary. Set targets and goals When setting up a plan for another company, it is obvious that measurable targets and goals must be put in place. However, too many companies fail to do the same for themselves, preferring instead to take a haphazard approach towards their own marketing efforts. Identify measurable targets and goals and then put in place a concrete plan of action for your own specific needs. Create a detailed marketing plan Once you’ve identified your targets and goals, draw up a detailed marketing plan. I recommend that your plan follow a...
Top 10 Promotional Tactics

Top 10 Promotional Tactics

Finally perfected your product and sussed out your service lines? But just not sure how to market to the masses? Then why not go with a promotion? Everyone likes a promotion. Who hasn’t tried a free food court sample? Or gone with a two-for-the-price-of-one deal at the supermarket? We’ve put together ten effective promotional tactics that you can use to boost your sales figures. 1. Cumulative Discounts This option is a bit like a frequent flyer program. Each time a customer buys (or uses) your products (or services), they get a discount the next time. The discount really needs to be tailored to your business. For example, if you sell $500 tyres, you could offer customers $50 off their next tyre purchase and then $100 off the purchase after that. If you sell $5 loaves of bread, then 50c off their next purchase might be more appropriate. 2. Product Giveaways As we said earlier, everyone loves a freebie. Product giveaways and samples allow potential customers to try-before-they-buy. You could go with an in-store promotion, or cut-out-and-return coupons for free samples or simply post out samples of new products to existing customers. 3. Specials via Facebook This promotional tactic really depends upon how established your company’s social network is. If you are a start-up business with 12 Facebook fans, then this tactic really isn’t going to work. On the other hand, if you have a few thousand fans, then this could prove most lucrative. The idea would be to offer all Facebook fans a certain percentage off purchases. Alternatively, you could offer a giveaway or a discount whenever someone likes...
6 Big Mistakes Made By Hotel Marketers

6 Big Mistakes Made By Hotel Marketers

Marketing in a slow economy for any product or service can be a challenge. Even more challenging is marketing a hotel, which is both a product and a service. Whether a hotel is part of a recognisable chain or one-of-a-kind boutique hotel, marketing is vitally important. Many hotel marketers may find themselves trapped in a marketing rut with few measurable results. Below are 6 common marketing mistakes often found in the hotel industry. 1. Sole focus on the traditional An `old school’ Mad Men type advertiser may cling to traditional marketing techniques and have a harder time embracing the new age of advertising. This isn’t to say traditional marketing isn’t necessary, of course. TV, radio and print ads are still relevant with many clients interested in booking hotel space. However, you’ll need to have a strong grasp on who your clientele are and where they are coming from. While people 65 and older tend to appreciate old-school ad campaigns, people not yet retired, will be open and available to the various types of internet as well as traditional marketing. 2. Little or no budget for online marketing Most hotel marketers recognise the need for internet marketing but fail to include the cost in their budget. Good online marketing, like good TV, radio and print marketing, doesn’t come cheap. If it was simply a matter of creating a Facebook page and writing a status now and then, anyone could do it. But there is so much more to proper and strategic digital marketing. Proper online marketing requires constant attention to the many facets and tools that make up the world...

A Step-By-Step Guide to Marketing Budget Plans

Regardless of whether you own a small business or are the managing director of a multi-million dollar corporation, marketing is vital to the growth and profitably of your business. The problem is, many businesses still don’t allocate adequate resources to marketing, or even worse, spend their marketing budget haphazardly. Many businesses, particularly start-up business, make the mistake of limiting their marketing budget plan to costs for tangible items like print advertisements, mail outs, printing of collateral or fees for a public relations consultancy. A true marketing budget plan includes the other ‘hidden’ costs like man-hours for planning, monitoring and tracking of marketing campaigns. We’ve come up with some step-by-step instructions on how to put together your next marketing budget plan. Step 1: Put together a really comprehensive list of all the different components of your marketing campaign. Make sure you include all those ‘hidden’ costs like research, testing, and monitoring. Step 2: Roughly estimate the costs of compiling market research. This might include conducting surveys, purchasing industry research and even contracting an external consultancy firm. Step 3: Roughly estimate what costs would be for different marketing strategies. Include a few different strategies. Maybe you want to try giveaways, or maybe you want manufacture different versions of your product for different markets. Step 4: Roughly estimate the costs associated with any communications components that might be involved. Think advertisements, direct mail, website development, contests and other promotions. Step 5: Allocate some funds for monitoring in your marketing budget plan. These funds might go towards customer surveys or website statistics software. Step 6: Add up all your rough estimates. If the...
Does Your Business Need An e-Marketing Make Over?

Does Your Business Need An e-Marketing Make Over?

Does your business need an e-Marketing make over? There is a saying that for anything to remain successful, one must show the same enthusiasm as in the beginning. That’s never truer in business. Setting up an online business is pretty easy nowadays. But to make it successful and maintain it as such, requires specialised knowledge and hard work. Has your business’ e-marketing campaign been put on hold for too long? Have you recently noticed lower sales, interaction, conversions, and referrals? Do you want to take your business to the next level? If you’ve answered yes to any of the above questions, then an e-marketing make-over may just be what you need. First, we need to figure out your strategy; what is it that you’re trying to achieve, your goals. Revise Keywords Ranking for the right keywords is the key to a successful online business. You don’t want just any one to come and visit. The whole point of marketing is to invite “targeted” customers, the ones that will come to buy your products. So, instead of broad keyword phrases like “university courses in Sydney”, your potential could significantly be increased when you focus on the keywords, “Applied Media Arts Bachelor Program in Northern Sydney”. And when the keywords are narrowed down, competition is lower and rankings can be achieved easier as there are certainly less universities in Northern Sydney having Bachelors in Applied Media Arts than there are universities in Sydney. Remember – the more targeted the keyword, the further down into the buying process your prospect is. Optimise Correctly If your content is under optimised, search engines might...