Digital Marketing Archives - Smith Marketing

What’s New in B2B Marketing

by Jack Smith | Feb 22, 2023 | Digital Marketing, Marketing, Marketing Awareness, Marketing Campaigns

Younger and more diverse buyers are coming to the forefront — and so are their expectations. And if you haven’t already, it’s time to adapt and make sure you’re accounting for this key shift in your target audience.

Here are four B2B marketing trends to help get you started, all of which are geared toward this new group of buyers.

1. Using a More B2C Approach

There’s long been a distinct difference between B2C and B2B marketing. But lately the lines are blurring, and buyers have many of the same expectations out of a B2B campaign as they do out of a B2C one. To adapt, you’ll need to take on a more B2C approach, including things like interactive experiences and the promotion of user-generated content.

2. Identity-Based Ad Targeting

Moving forward, you’ll need to get creative with your use of analytics, especially as it applies to defining your core customers. Think beyond base-level demographics and use data to better understand who your customers are inside and outside their profession — you can use what you learn to better target your ads and content.

3. Improved Martech Usage

Many B2B marketers have invested in marketing technology (martech) tools in recent years, but not everyone has put them to optimal use. As you look ahead, ensure that not only your budget but your entire tech stack is aligned with your martech approach, particularly when it comes to integration with data- and customer-driven applications.

4. Wider Appeal

One way younger generations are changing the B2B marketing game is by bringing more people in on the decision-making process. That means you’ll need to be able to prove your worth to a wider range of individuals — and provide everyone in the process with a personalized pitch that appeals to their unique pain points.

Need help adjusting your strategy? Let’s talk.

5 Tips for a Successful Landing Page

by Jack Smith | Feb 6, 2023 | Digital Marketing, Digital Publishing, Marketing, Marketing Strategy

Creating landing pages is easy. Getting them right, though? That takes a bit more work.

A great landing page can make all the difference in the effectiveness of your marketing campaign. It’s also essential for making a good impression and following through on the promises you made in your ad or social media post.

Here are five smart and savvy landing page tips so you can be sure yours, well, lands:

1. Include a clear connection to your ad.

Whatever got someone to your landing page is what’s going to hold their interest once they get there. Stay focused and concise, and ensure your content gives a direct callback to its associated ad.

2. Place your call to action at the top.

Assume visitors have a short attention span and provide them with need-to-know info upfront. For performance purposes, this should include the action that you want them to take, which should be clear, obvious, and above the fold.

3. Create simple forms.

The simpler your forms, the more likely it is people will actually fill them out. You’ll have plenty of time to get more info after you’ve got a new lead, so aim for the basics now and fill in any blanks later.

4. Make it responsive.

Landing pages need to be optimized for both desktop and mobile. Make sure your page looks great on both types of devices and that your CTA stands out just as much on a small screen as it does on a big one.

5. Remove competing links.

A landing page has one goal — everything else is just superfluous. Remove any competing links (including unrelated internal links) and keep the entire page focused on achieving the action associated with your campaign.

For more marketing best practices, get in touch, and let’s chat.

Make the Most of Your Downtime

by Jack Smith | Jan 16, 2023 | Digital Marketing, Market Research, Marketing, Marketing Awareness

January and February might seem slow compared to the nonstop frenzy of the holiday season, but that doesn’t mean you should curtail your marketing efforts.

Instead, it’s the perfect time to set new goals, take stock of what’s been working, and indulge in a little more creativity.

Here are four tips for post-holiday marketing strategies and ideas:

1. Think Ahead

Whether you already have a marketing plan for the new year or you’re just getting started, now is a great time to consider your long-term objectives for 2023. Keep in mind things you’d like to do differently (and the same) as last year, then let those be your guide as you come up with strategies and ideas for the months ahead.

2. Pick Out Past Winners

If you’re stuck on what to do, some old favorites could lead the way. Dive into your data to see what’s been working with your audience, then use the same format with a timely topic. For example, if you had a ton of success with user-generated content during the holidays, keep it going with a new theme. This could be a great time to exercise a little more creativity, too.

3. Give Your SEO Some TLC

SEO often falls by the wayside during the holidays in favor of promotions and social media engagement. You can ramp it back up in the new year — put some effort into getting new content out there and update any old content that isn’t performing as well as you’d like it to.

4. Remarket and Retarget

Holiday marketing usually leads to a lot of interest in a company’s products or services, but it doesn’t all turn into sales. Now that things have calmed down, look into remarketing and retargeting to the customers that didn’t pull the trigger and see if you can keep the relationship going.

Need more guidance? Get in touch.

6 Copywriting Tips You Need to Know

by Jack Smith | May 2, 2022 | Copywriting, Copywriting Tips, Digital Marketing

Want to improve your marketing copy?

Copywriting is a good skill to have — and one that takes practice. Whether you’re writing landing pages, emails, social media posts, blogs or ads, there are a few copywriting best practices that can help with boosting conversions.

Nail your copy and avoid mishaps with these six quick copywriting tips:

1. Know Your Audience

Great copy starts with thorough research. Make sure you know exactly who your audience is, what their interests are and why they’re looking at a product or service like yours.

2. Avoid Clutter

Keep your copy concise, and remove word clutter as much as possible. You can still hit your word count without adding in a ton of fluff, and your content will be better off for it.

3. Perfect Headlines and CTAs

First impressions and last impressions matter. Prioritize attention-grabbing headlines and strong CTAs to increase the chances that your copy leads to conversions.

4. Tell a Story

Have a narrative in mind when crafting your copy. Your writing should tell a story, ideally in a way that’s geared toward keeping your audience on the page.

5. Look Out for Friction Points

Edit your work closely, and keep an eye out for areas that detract from your message. The more you can remove superfluous text, the more effective your copy will be.

6. Make Good Use of White Space

Sometimes it’s what’s not there that really makes a difference. Pay attention to how your copy will appear on the screen, and be sure to format in a way that’s easy to digest and appealing to look at.

Need more help nailing your marketing efforts? Let’s chat.

3 Ways to Improve Your Marketing Content

by Jack Smith | Nov 1, 2021 | Content Creation, Content Management, Digital Marketing, Ways to Improve Marketing Content

Successful marketing requires content — and lots of it. But if you’re not seeing positive results, there’s a good chance that your content needs improvement or you’re not sharing it effectively.

Let’s take a look at three common content problems and a few helpful solutions:

Problem: Your objectives are too broad and you don’t have a clear idea of what you want to achieve with each piece of content you create.

Solution: While your overall goal may be to increase sales, create more effective content by narrowing in on specific goals for each piece. Brand awareness, site traffic, email newsletter sign-ups, and other targeted objectives are just as important.

Problem: You’re driving your team crazy by requiring a nonstop stream of totally new content.

Solution: Put your archives to use and breathe new life into stale content by regularly repurposing and updating older pieces. It’ll save you from the slog of constant brainstorming, and it’s a great way to boost conversions on existing work.

Problem: Your tried-and-true SEO strategy isn’t producing the same results that it used to.

Solution: SEO is an ever-evolving field, and it’s important that your marketing content strategy evolves with it. Pay close attention to your analytics, and when you notice a drop in views, clicks or other conversions, do some research on current SEO best practices to see if you’re missing the mark somewhere.

Even minor marketing content mistakes can be costly. If you need more support, get in touch and we can help.

815-355-6892
info@smithmarketing.com

Is Marketing Moving Away From Perfection?

by Jack Smith | Oct 5, 2021 | Marketing Campaigns, Marketing Content

Marketing campaigns have historically featured branding and images that set an impossible standard in an attempt to sell their products or services. In recent years, however, consumers have been advocating for change. They want to have their needs met, not alter who they are.

If brands want to stay relevant, they’ll have to adjust their approach to branding and marketing. Here are a few ways the industry is evolving to compete in a changing consumer climate.

Be authentic.
More than ever before, people care about a brand telling the truth about their products and demonstrating actual, reasonable results.

Consumers aren’t fooled by flawless makeup or airbrushed images. Give your audience a taste of how your brand looks or functions in real life. For example, try using unaltered photos that showcase a variety of people.

Sound like a human being.
The days of telling consumers what they want are long gone. Companies need to prioritize empathy and consider the struggles, dreams, desires and needs of their target audience. More importantly: Address them with direct, jargon-free language.

Focus on accessibility.
It’s essential for businesses to help create an inclusive community. That means being aware of how language, imagery and messaging can impact how someone relates to your brand.

Personalize the experience.
You want people to enjoy interacting with your brand, and forming a connection is even better. Creating ways for your audience to make their experience more personal can help promote loyalty and increase revenue.

What’s New in B2B Marketing

5 Tips for a Successful Landing Page

Make the Most of Your Downtime

6 Copywriting Tips You Need to Know

3 Ways to Improve Your Marketing Content

Is Marketing Moving Away From Perfection?

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