5 Tweaks in Your Online Marketing Producing the Most Change

By now, everyone has heard the story of how Target uses predictive analytics to better target their customers. So why does Target engage in predictive marketing? Is it worth their time and money?

Online Marketing SuccessAs an outsider, you can only measure their success through company growth. Understanding how much of that growth is attributable to analytical efforts is known only to those inside the company.

I have seen small changes in ad copy increase conversions by 50%. The fact is that every company has a set of marketing levers they can tweak to improve performance. Target may have the resources to become optimal, but small businesses can make use of powerful yet simple tools and tactics and still achieve higher results.

Below is a consolidation of channels and improvement guidelines where I have seen the most potential for growth.

Update Your Email Marketing

Email marketing commonly becomes a routine to the marketer. Therefore the offers and driving content usually becomes boring and repetitive.

According to this study by Exact Target, the 2nd most important reason people unsubscribe is that the content becomes repetitive.

To avoid falling under this trap, marketers should consider creating various types of offers to each of their customer segments, at different times during the relationship.

A,B,C testing all the offers, imagery and content helps you understand what works and what doesn’t so you can disregard those without much success and continue to use the most popular ones. Small changes in click-through rates can significantly increase sales and conversion rates.

Check Your Frequency

The problem of mass email is twofold. Consumers are bombarded with emails and retailers cannot capture well the consumers’ attention. Opting out of newsletters and offers has become a common practice and it is estimated that 15% of people once on your list will opt out.

According to the study cited above, the top reason is “email came too frequently.” You have data on how often people purchase and what content drives engagement.

A simple segmentation exercise based on last customer interaction, products purchased, and response history can provide insight on the ideal frequency for each customer.

Ad Placement is Key

The websites your ads appear on and page placements are the two main factors of click-through success. It’s been found that ads that appear above the fold and seven times more successful than those delivered below the fold.

Frequency turns out to be very successful. Ads shown 5 or more times to a user are 12 to 14 times more successful than ads shown less than 5 times.

I personally witnessed significant increases in click-through rates as a database marketing consultant. Simple tweaks in messaging and location improved our conversions and lowered costs. Trial and error is key in understanding what drives people to your sight.

Keyword Selection

Keyword research is more of an art than science (although everything can be measured online.) Search is becoming very specific when people look for a specific product for their needs. Many of these keywords go unnoticed by vendors. These are likely to be cheaper, drive less traffic, but provide higher conversion rates.

There are many analytical tools to measure keyword success so there is no gut feeling. If you clearly see that a keyword drives more that 85% away then one would want to adjust.

By continually adjusting, you will find the right set of keywords and messaging needed to position yourself in a stronger position than your competitors.

Content is Still King

What you put on your email newsletter, offers, website, blog, and even ads is the most important aspect of any campaign. Companies like Target cited above understand this concept very well: “The right content at the right time.”

In the article it said that Target even purposely sent offers about un-targeted products so it didn’t concern the shopper of privacy issues.

The secret to good content is adding value first. A coupon or offer can be helpful when one is in the market for a specific product and the coupon has the right price and ease of purchase.

Other times, marketers need to engage the customers by sending important and useful information. This is where you develop your customer life cycle campaign.

Content and messaging directed at increasing trust and engagement in a brand in pursue of a purchase at a later stage.

Marketing is about execution, trial and error, and value creation. Big ideas come from creative minds and having a high quality product still triumphs, but there are various levers to adjust and improve results. Continually study your online measurements, try new ideas, and be flexible to adjust.

Jaime Brugueras the CEO of Mineful – a customer retention and analysis software. Jaime writes frequently about marketing analysis, customer retention, and email marketing. He has been published in several industry publications including eCommerce Times. Follow Mineful on Twitter for industry insight and conversations.

How To SEO Your Articles?

Writers have different writing styles with the intention of getting their articles published and become noticeable. Every writer wishes to build a name, fame, and money through their articles. The best way to present your articles to several readers is to SEO them.

How To SEO Your ArticlesIf you wish, you can learn about all SEO stuff here before you read these tips to SEO your articles. The purpose of preparing your article according to SEO rules is to rank high on the search engines.

Search engines differ in their way of producing the results. Search engines like Bing and Yahoo are different from a search engine like Google. Google gives more importance to links while the other two search engines prefer to give importance to keywords and phrases.

Learn How To SEO Your Articles

These tips will help you in understanding how to SEO your articles and attract more readers.

  1. Right keywords and phrases should be optimized

    This is the first and the most important step to have your articles ranked high in the search engines. You should carefully decide on which keywords are likely to be typed by the users and optimize those keywords with the search engines.

    It is very important that you check that the keywords are matching the title and your entire article. You can use the Google Keywords Suggestion Tool for having a list of keywords that are relevant to produce good searching results.

    Also, check out for the keyword density. It is recommended to have 2-3 keywords for good results and place your keywords accordingly. Most importantly, they should be placed in the title and URLs for good searching results.

  2. Backlinks

    As mentioned earlier, some search engines like Google give importance to links to present accurate search results. Providing backlinks in your article – blog or website that has your article posted will give good search results.

    Therefore, the blogs and the websites that provide a number of backlinks are considered to be very popular and are ranked high in the search engines. However, you should make sure that these links are taken to relevant sites.

    Read about the top 40 ways to build backlinks for your blog or website.

  3. Use Meta tags

    This helps in providing short information about your article to the search engine software. You can provide short Meta tags with keywords and a description of your page. This is one way to get good searching results for your page. If these Meta keywords and descriptions are well written, it will give you a chance to attract a huge amount of readers.

  4. Good content

    Your article should be well written with useful information that interests your readers. This will help in boosting the chances for high rankings of your article in the search engines that would attract a number of links from other websites and therefore increase the amount of readers.

    Now more importance is given to the links and so having numerous links would add an extra chance for attracting more traffic. So, you should be very careful in making your article really outstanding and interesting for getting good searching results with SEO.

  5. Provide visuals

    Articles, blogs, or websites will not look good without visuals. Providing images and animations will only add more chances to attract the readers. Relevant visuals should be included along with the text.

    You can ask the help from a good web designer to make your website look good with appropriate images and animations if you are posting your articles on your websites.

  6. Use static URLs

    There are some special tools that help in rewriting the URLs in a good format. You can use them to get them optimized in the search engines without great effort. The other form is dynamic URLs which are not SEO-friendly. Such pages with dynamic URLs have poor searching results.

  7. Submit to directories

    Search Engine Optimization will help in showing your articles to several readers. But a good ranking depends on how you promote your articles or websites.

    You can submit your articles on high ranked websites like Ezine Articles, Go Articles, or iSnare, where more readers are likely to read your article. You can also create a blog or a website of your own or include your articles to your existing website.

    You can submit the URLs of the newly created pages on the search engines like Google, Yahoo  and MSN.

Summary

These tips should help you to get an idea about how to SEO your articles, blogs, or websites and get huge traffic to your sites. You should do it very carefully while increasing your chances to be in the top rankings on all the popular search engines.

You should understand about each search engine you are optimizing your articles with and familiarize yourself with their special features while following them carefully before choosing a search engine to SEO your articles.

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