Types of marketing. Part 2
Email Marketing
Email marketing is the use of email to interact with an audience. Marketers collect a database of email addresses of potential customers and make a content plan that includes interesting information, surveys, and offers.
The main task is to keep a balance between making the recipient feel comfortable and making the brand have a practical benefit from contact with the audience.
Statista’s data suggests the following: by 2025, the number of emails per day will reach 376 billion.
Email marketing is a universal channel. It is used in B2B, online stores, services, web services and even show business. And mailings also have the highest ROI. According to Litmus, every dollar invested in email marketing brings $36 profit.
In addition to direct sales, mailing lists perform many other important functions:
Increases repeat sales. It is always more expensive to attract new customers than to retain old ones. Mailing lists effectively return users to the site — they come for purchases again and again. According to research by various companies, email marketing has been called one of the most effective channels for customer retention.
Accompanies the user at all stages of decision-making. If you are selling a complex or expensive product, then users usually do not immediately decide on such a purchase. Letters help potential clients get to know you better, understand all the nuances and after some time make a choice in favor of your company.
Helps to form the image of an expert. With the help of an email newsletter, you can train customers and share useful materials with them. All this helps the company to create an image of an expert in the eyes of recipients, which positively affects the attitude of subscribers to the brand.
Allows you to find subscribers in other channels. Knowing the user’s email address, you can find it on Facebook, the Google display network. On these platforms, you can run additional ads for your audience.
And mailing lists are also the channel with the largest audience. As of 2020, there are more than 4 billion registered email accounts worldwide. The Facebook audience*, for comparison, is 2.5 billion.
How to launch email marketing
I will list the main steps that need to be taken to start using email marketing for the benefit of the company.
Content marketing
Content marketing is a marketing technology for creating and distributing in–demand content to attract a target audience. The task of the technology is to encourage the consumer to target actions, to involve him in your conversion scenario. Content marketing is information received by your potential buyer at the right time and in the right place.
Why Content Marketing is Important
Content marketing helps to build long-term relationships with the target audience. With its help, they attract potential customers and retain existing ones. For example, companies that have a blog attract 55% more visitors.
According to Content Marketing Institute statistics, content marketing generates three times more leads than paid search advertising. And DemandGen Report research has shown that 47% of buyers view three to five posts before buying a product or service.
Content Marketing Goals
Content marketing goals directly depend on the purchase cycle. Therefore, they will be different at each stage.
Stages of the purchase cycle:
Once the goals are set, it is necessary to determine the key performance indicators.
Frequently used indicators:
It is also important to set goals for performance indicators. This way you can see the progress and improve the content. Make sure that the set goals are specified, measurable and achievable.
Regularly analyze performance indicators and improve the quality of content. This approach will improve the relationship with the target audience, increase engagement and increase revenue.
What could be more reliable than trusting relationships?
Content marketing is now used by giant multinational corporations, small firms, and even single businessmen. The only reason they do this is because content marketing works.
Yes, it is really possible to create a marketing strategy, thanks to which you will be able to establish connections with your customers!
So, if you are interested in content marketing, this new round of evolution in marketing, then we will help you build a business strategy to attract new customers.
It is better to hurry up, because very soon it will be possible to say: if you are not engaged in content marketing, then you are not engaged in Internet marketing at all.
How to launch Successful Content Marketing
Research your target audience
Creating content for the sake of content is a failed tactic. Increasing the mailing list is also not a guarantee of success. It is necessary to know your potential buyers — their needs and interests. Do some research. Gather as much valuable information as possible. Find out the age of clients, their profession, social status, education, place of residence, hobbies, preferences. Create content that will be interesting to your target audience and will help in solving existing problems.
Write a content plan
To achieve your goals and maintain the engagement of potential buyers, create a plan. Take into account the needs and interests of customers. Give answers to frequently asked questions. Planning saves time, helps to avoid repetitive materials and allows you to focus on the tasks at hand.
Provide quality content
The quality of content is determined by 3 factors: originality, uniqueness and value. Original expert content based on your unique experience is the best option. Sometimes high-quality rewriting is acceptable. As for the number of publications, there is no single answer that would suit everyone. Never neglect quality in favor of quantity. Customers should be looking forward to hearing from you. Always try to meet their expectations. And to get the maximum response, use segmentation. Dividing potential customers into target groups will increase the effectiveness of content marketing and audience engagement.
Use different types of content
This statement often leaves newcomers confused. After all, they are desperately trying to find the content that works best. A long guide or a short checklist? Use both options: longreads and short notes. This approach will optimize the content for search engines and increase user engagement. Moreover, connect different communication channels.
Types of content:
Create catchy headlines
It is after reading the title that a potential client decides whether to read the article or not. Make the title informative, clear and intriguing
Read articles
Even if a brand has 10 thousand loyal customers, there will always be someone who will leave because of bad grammar. Errors may be typos, but they show the attitude to work. Therefore, be sure to check spelling and punctuation.
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Optimize your content
SEO is the basis for promoting any content. Search engines carefully analyze sites for compliance with user requests. To create relevant content and advance in search results, you do not need to be an SEO specialist. Just write articles that answer customers’ questions and satisfy their needs. To choose a topic, find out the frequency or competitiveness of a query, use tools such as Google Keyword Planner, Google Analytics, Google Search Console, Google Trends, Ahrefs. They will help you analyze the pages of the site, find ideas for articles and identify relevant keywords.
According to the NMC Digital Agency, organic SEO is about 5.66 times better than paid search ads.
Adapt the site for mobile devices
According to Google, more than 51% of users find a product or service through their smartphones. Cisco reports that the share of mobile traffic is growing rapidly. Therefore, in order not to lose customers, adapt the content for mobile devices.
Now you know how to launch content marketing for your business. It’s time to set goals, create relevant content, and measure results.
Influence marketing
Influence marketing (influence marketing, influencer marketing) is the marketing of influence. The agents of influence are bloggers and celebrities with an audience on social networks or on other platforms. For example, on YouTube, Instagram, TikTok, , Twitter.
Over the past five years, the market of influencer marketing in the world has grown almost 10 times, while every dollar invested in this direction brings $ 5.5. Influencer marketing opens access to a new audience that has moved to bloggers from television and the press.
In 2021, digital advertising budgets are higher than on television. This is because the generation of buzzers and alphas prefer the Internet to other sources of information. If you want to secure loyal customers in 5–10 years, you need influencer marketing.
To develop an influencer marketing strategy, you need to learn how to choose:
influencers according to their audience, values and tone of voice;
a platform for your tasks;
the format of the advertising material.
Why are microbloggers trending?
Influencers are divided into five groups according to the size of the audience.
Celebrity. These are well — known people all over the country — for example, movie and music stars.
Millionaires. Bloggers with an audience of over one million people.
Macrobloggers. The audience is from 100 thousand subscribers.
Microbloggers. From 10 thousand to 100 thousand subscribers.
Nanobloggers. Up to 10 thousand subscribers.
The categories differ in the level of subscriber engagement. The fewer subscribers, the closer the average audience is to the blogger and the higher its level of trust.
Nanobloggers have a narrow circle of people in subscribers. These are acquaintances, colleagues, classmates, acquaintances of acquaintances, people working in the same professional field or with the same narrow interests. Subscribers trust nanobloggers more than million-dollar influencers who show ads every other day.
The best category in terms of budget and result ratio is microbloggers, so they are trending now. Cooperation with them will give access to different sections of the audience and will require less money than advertising from macrobloggers. Sometimes it turns out to cooperate with microbloggers by barter.
If you take 100 microbloggers instead of one celebrity, you will get both a more targeted audience and greater reach.
Influence marketing (influence marketing, influencer marketing) is the marketing of influence. The agents of influence are bloggers and celebrities with an audience on social networks or on other platforms. For example, on YouTube, Instagram, TikTok, , Twitter.
Over the past five years, the market of influencer marketing in the world has grown almost 10 times, while every dollar invested in this direction brings $ 5.5. Influencer marketing opens access to a new audience that has moved to bloggers from television and the press.
In 2021, digital advertising budgets are higher than on television. This is because the generation of buzzers and alphas prefer the Internet to other sources of information. If you want to secure loyal customers in 5–10 years, you need influencer marketing.
To develop an influencer marketing strategy, you need to learn how to choose:
influencers according to their audience, values and tone of voice;
a platform for your tasks;
the format of the advertising material.
Why are microbloggers trending?
Influencers are divided into five groups according to the size of the audience.
Celebrity. These are well — known people all over the country — for example, movie and music stars.
Millionaires. Bloggers with an audience of over one million people.
Macrobloggers. The audience is from 100 thousand subscribers.
Microbloggers. From 10 thousand to 100 thousand subscribers.
Nanobloggers. Up to 10 thousand subscribers.
The categories differ in the level of subscriber engagement. The fewer subscribers, the closer the average audience is to the blogger and the higher its level of trust.
Nanobloggers have a narrow circle of people in subscribers. These are acquaintances, colleagues, classmates, acquaintances of acquaintances, people working in the same professional field or with the same narrow interests. Subscribers trust nanobloggers more than million-dollar influencers who show ads every other day.
The best category in terms of budget and result ratio is microbloggers, so they are trending now. Cooperation with them will give access to different sections of the audience and will require less money than advertising from macrobloggers. Sometimes it turns out to cooperate with microbloggers by barter.
If you take 100 microbloggers instead of one celebrity, you will get both a more targeted audience and greater reach.
Tone of voice.
Before making a decision, companies study the blogger’s comments and behavior. How he communicates with the audience, whether he uses profanity, what he advertises.
You need to pay close attention to the tone of voice if it contradicts the brandbook, positioning or the principles of the advertiser company. However, often an individual tone of voice helps a blogger to convey thoughts to his audience, so it’s better to look at the numbers rather than the specifics of the content. For example, trash streams will be unacceptable to advertisers, but slang, incomprehensible expressions of a blogger or his eccentric behavior will most likely not affect the decision to cooperate.
For many brands, it is important that the blogger does not advertise their competitors or promote dubious services — for example, financial pyramids or online casinos.
Ambassadorship — what to promote with its help?
Ambassadorship is another kind of influencer marketing. If the opinion leader always wears sneakers or watches of a certain brand, then fans and supporters of the blogger begin to believe that he really likes this brand.
The ambassadorship significantly increases the audience’s trust in the brand. This technique appeared a long time ago, but recently entered a new round of popularity in online marketing. This happened because Internet advertising largely repeats the patterns of the advertising market before the era of digitalization.
Ambassadorship is suitable for all brands, but it is important to consider what goals you set for this format. It is suitable for:
If you want a surge in sales, then you don’t need an ambassador, but a promo code with a discount for different agents of influence on different platforms.
Let’s summarize
- The larger the blogger’s audience, the less engagement on average. That’s why microbloggers are trending now.
- An influencer should be chosen not only by the number of subscribers, but also by the target audience, engagement and tone of voice.
- The sites differ in the target audience and the presentation of the material, you need to choose the right one for your tasks.
- The more complex the product, the longer it takes to explain its value to users.
- The ambassadorship works on brand awareness, materials with promo codes are suitable for quick sales.
Conclusion
The types of marketing are numerous and diverse, but without knowledge of the characteristics of the target audience, it will not be possible to achieve an effect with any of them. A competent marketer will be able to make a psychological portrait of the client, choose the optimal direction based on it and effectively implement the tools in practice