Page conversion rates have ALWAYS been a problem. The simple fact is most people don’t convert even on the most optimized pages. 

What’s why traditional retargeting on ad networks has been so dang powerful. While retargeted leads come cheap, they still aren’t free. Worse, you’re back competing against your competition in the ol’ ad auction system. 

For the last 6 years, I’ve been using a tactic called Inbox Retargeting to identify who lands on my key pages and directly reach out to them in their inbox. 

No more ads. No more auctions. Just a targeted contact that showed they were interested, but didn’t quite take the leap yet. 

Before I dive into the “What’s” and “How’s”, this tactic can only be used in the good ol’ US of A. If you aren’t in the states or don’t have clients in the states, you’re out of luck. Sorry! 

How It Works

Inbox retargeting doesn’t take a lot of heavy lifting. I’ll share the strategy next but I wanted to start with some of the logistics. 

DISCLAIMER: I am not a lawyer or coder, so keep that in mind if technical or legal questions pop up. 

If you have a website, you have tracking scripts, e.g.,  GA4, the Facebook Pixel, Heatmap software, etc…

To get started with Inbox retargeting, you just need to be able to copy and paste two scripts on your site: 

• A collection script: This fires and tries to identify the visitor

A suppression script: You’d fire this on your conversion confirmation pages, you don’t want people who converted to land in your Inbox Retargeting campaigns.

The tech works off of a database of contacts in the United States that are eligible for emails, so it’s completely above board with your ESP. However, you’ll want to do a few things before you start treating them like a regular member of your email list. 

We initially tested this on one of our paid media campaigns. We already had a really strong campaign that we wanted to squeeze more leads out of…and boy did we. 

We were driving traffic from Meta (Facebook for the OGs) to this landing page:

This page converts at 58%. Yeah, that’s a humble brag…deal with it. 

Even with a 58% conversion rate, we’re still missing out on 42% of the traffic we’ve already paid for. That’s kind of a bummer. 

After we added the collection script to the page, they were able to capture a lot more leads. The conversion rate jumped from 58% to a very sweet 87% – that’s a 50% increase! 

That was the impact on a single page, that’s when we knew it was time to go bigger. 

The Strategy

Most of the tools out there, whether it’s Retention.com or Customers.ai, are going to charge based on the number of contacts. So it can get pretty easy to burn through contact credits if you run the script on every page you manage, your site and your clients’ sites included. 

That’s why you’ll want to make sure to select pages that capture intent versus targeting all of your traffic. 

ID Key Pages

Here are some of the pages you should consider adding the collection script: 

1. Campaign Landing Pages – If you’re paying to send someone to a page, the referring source piqued their interest. If they didn’t convert, you’d definitely want to follow up. 
2. Product Pages – If someone is viewing this page they’re evaluating a particular product they were interested in. 
3. High Intent/Value Content Pages – This could be your pillar content on your blog pages, podcast pages, or your top level service pages. 
4. Registration Pages – This is a subset of a landing page, but if someone got all the way to a registration or sigh up page, they’re a prime candidate for outreach.
5. Cart Pages – People abandon carts all the time. If you weren’t able to catch their details during checkout, this is an ideal opportunity. 

Effectively it’s any page where you’re pushing a specific action. While the above pages are the pages to choose from, a homepage is acceptable but will require a little more finesse when you follow up. 

Map to Email Campaigns 

Now that you’ve identified where you’re going to identify leads, you’ll need to map it to your automation tool. 

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Most tools have a direct integration with your email service provider, but worst case scenario you may have to pass the data through a no code integration tool like Zapier. 

Once you’ve worked out the digital plumbing, you’ll want to follow up based on the page the contact was collected on. Here’s how you should approach follow up: 

1. For Campaign Landing Pages – Give them the specific asset. They were interested in it, you’ve got their contact information, just hand over the goods. This builds good will at the start of the relationship. 
2. Product Pages – Send over the details of the product or product category they were viewing. This could be as simple as a reminder or you could build goodwill with a special offer or coupon. 
3. High Intent/Value Content Pages – Send over some of your best content or freebies that move people to the next phase of the Customer Value Journey. 
4. Registration Pages – Treat these like an “abandoned cart” type of email and get them to take that next step. 
5. Cart Pages – Same as “Registration Pages” but it’s, you know, an actual abandoned cart reminder. Similar to the product pages you could entice them to come back with a deal or coupon. 
6. Homepages – If you do run these on the homepage, you’ll need to do more of a reintroduction then transition to showcasing your best stuff. 

Email Structure

The initial message you send needs to have a very specific flow. There are four critical things that need to happen when they open up your Inbox Retargeting message. 

First, remind them about who you are and how they know you. This can be as simple as a, “Hey, thanks for stopping by…” message. Have some fun with it. 

Next, you need to provide highly specific value based on their browsing intent. If you get this wrong, they’re just going to file your message under SPAM. 

After that, you’ve got to set expectations with what they’re getting and now you’ll be communicating with them moving forward. 

And Finally, you need to give them an EASY OUT. These campaigns have our highest unsubscribe rate, but that’s because we outright ask people to unsubscribe if they don’t want any additional contact. 

Once you’e gone through this, you treat them like one of your regular subscribers with all your fancy ascension automations, content emails, and promotional emails. 

Here are the email stats from one of our PPC Campaigns:

With an average open rate of 53.87%, we know there’s a base line interest in the deliverable. The click rate is DANG good for messaging visitors who didn’t convert.

Sure the unsubscribe rate is a little high for this campaign, but that is intentional. We push them to opt-out in the first email so we don’t get dinged later with complaints. 

The Payoff: An Additional 109k Last Year

I mean, who doesn’t want another cool 100 grand for adding a script to your website and writing a couple of emails? Here’s how the numbers work out: 

Last year, we identified 3,714 leads using this method. IMPORTANT: When I was pulling these numbers, I realized we installed the code wrong on some pages and missed out on about another 2k leads…oops!

Our average lead cost was ~$7, so the leads themself were a $26,000 additional value. This alone would be a reason to use the tech. 

BUT JUSTIN, did they convert?! 

Yes!

We closed $36,000 in IPPC business from this lead source. For what we spent on those leads we’re looking at a 750% ROAS. Not too shabby. 

The rest of the money we made was by selling this service to our clients. Since we run paid ads for clients, this method is a complete no brainer. We ran a pilot program and only offered this to a handful of clients last year, we averaged about 4k/month in sales.

We sold clients the leads at ~$2/lead for some of the niches we work in, that’s a steal. 

If you decide to sell this you need to make sure the client knows these are lower intent leads and will require longer term nurtures. If you follow the email strategy I shared above, you’ll be good to go! 

Protip: Charge for building the follow up sequence! 

So that’s it! If you’re running your own business or are an agency owner, you’ve got to consider Inbox Retargeting. Though, I do have some bad news…

Not to be “Chicken Little” but this is starting to get way more attention, there are services popping out of the woodwork so this will become a table stakes method. So get ahead of this today.

The post Unlocking Hidden Revenue: The Inbox Retargeting Methodology appeared first on DigitalMarketer.

Imagine a world where Sherlock Holmes has the sharpest mind but no intriguing mysteries to solve. Or Iron Man without his tech-suit. They are simply incomplete without one another. 

In the same way, lead generation is the lifeline of businesses. Without a consistent inflow of customers, even the best business idea will fail to flourish. And you don’t want that, do you? 

This is where we come into the picture. Today, we bring you the top 10 lead-generation strategies that work like a charm in 2024. Each one, when done right, can help you achieve your goal without any difficulty.

So, let’s jump right into it!

1. Content Marketing

7.5 million blogs are published each day. There is a reason why more and more businesses are jumping on the content bandwagon.

This is because the content is just not the king but the entire kingdom! And if you look at it, truly look at it, you will know how true the statement is.

Content is everywhere. From the billboards to radio ads and pop-ups and more, there is no escaping it. But when you have enticing content by your side, that’s a whole other story.

Content marketing goes beyond promoting products. When done right, it helps provide information that solves problems or addresses the needs of your audience. Inclusive content plays a pivotal role here, as it ensures that diverse voices and perspectives are represented, resonating with a broader audience and fostering a sense of belonging.

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When you consistently deliver quality content, you can position yourself as an industry authority. This is super crucial because it helps you stand out and build trust and loyalty among your audience. This trust is a key factor in lead generation.

Why? 

At the end of the day, potential customers are more likely to consider and choose a brand they perceive as knowledgeable and reliable. It is seen that companies that post 15 blog posts a month generate almost 1200 new leads per month on average.

When it comes to content marketing, the sky is the limit. From blog posts to infographics, content marketing serves as a powerful tool.

2. AI and Personalization

Have you ever noticed Amazon telling you when your favorite product is back in stock? Or Maybe you receive an email from your favorite store with a whopping discount just because they miss you.

So, how does this make you feel? It feels incredible, doesn’t it? This is the beauty of personalization. And they leverage AI to run the personalization process.

Now, put yourself in the shoes of an ecommerce store owner who deals with hundreds of consumers every day. Personalization becomes a bit difficult, understandably. But what if AI could help you out?

Unlike putting in manual efforts, AI uses advanced algorithms and data analysis, which intelligently predicts user behavior and customizes your approach to offer your audience a unique and engaging experience.

This personalized approach not only captures attention but also establishes a deeper connection with potential leads. In fact,  89% of marketers say that personalization fetches them positive ROI.

By understanding and responding to each customer’s needs, AI personalization makes conversion an easy possibility.

Whether it’s recommending relevant products, delivering targeted messages, or predicting user intent, AI makes every interaction meaningful.

And 2024 is a tech-savvy era. With so many OpenAI development companies assisting businesses create their own generative AI model, there is no shortage of tools that can be used for personalizing communication throughout the customer journey. So instead of shying away from technology, it’s high time that you embrace it.

3. Social Media Marketing

From the time of its inception, social media has changed the way we humans communicate and consume content. Today, 66% of marketers generate leads from social media by spending only six hours per week on social media marketing.

Platforms like Facebook, Instagram, and LinkedIn hold so much potential. The key is to come up with a well-structured marketing campaign plan and have engaging content that fully resonates with your audience.

When you come up with a consistent and interactive approach, it builds brand awareness and trust where you easily convert social media users into potential leads.

With social media lead generation tactics, you can check how your content plan is fairing with in-depth insights through analytics. It lets you tweak your approach as you go.

4. Free Demo

Picture this. You are looking to explore a new tool. Everything sounds good on paper but something is holding you back. At the same time, the competitor with similar features offers you a free demo. Which is more enticing? The free demo one right?

Offering product or service demos is a potent lead-generation strategy. It offers firsthand experience, which lets potential customers interact with your offering.

You no longer have to go on and on about how great it can be. Instead, your consumers can go through its functionality to see if it aligns with their requirements.

Remember, with free demos, you are engaging prospects in a practical, immersive way. Demos cut through all the noise and make a lasting impression.

5. Email Marketing

Don’t shun email marketing just because it has been around for quite some time now. It is still powerful and going strong in 2024. It generates $42 for every $1 spent.

Email marketing makes use of targeted campaigns to nurture potential customers. However, plain old boring emails won’t cut. This is the era is all about being different. Don’t hesitate to experiment if you must. The end result must be alluring and personalized messages that solve the specific needs and pain points of your audience.

Strategic segmentation is a must to make sure that each email resonates with its intended audience.

Most importantly, don’t forget to implement calls-to-action and exclusive offers to push your audience to take the desired steps to move them through the sales funnel. Consider incorporating engaging email newsletters to regularly deliver valuable content and updates, nurturing your relationship with subscribers. Again, don’t create emails for the sake of it. Analyze metrics and fine-tune your approach as you go.

6. Search Engine Optimization (SEO)

Your website and SEO go hand in hand. When you amplify your website content, meta tags, and backlinks, you are taking care of SEO. These efforts are rewarded by elevating your online visibility. This is the first step to conversion.

This visibility captivates organic traffic and can convert casual browsers into potential sales leads. Keyword optimization is still a strong SEO tactic in 2024 that aligns content with user intent. This is super crucial to strike a connection between your brand and your target audience.

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As your SEO efforts start making a mark, your website ranking starts climbing upward and soon reaches the first page. However, it is important to be patient with SEO as it can take at least six months.

7. Paid Ads

As aforementioned, social media is a powerful lead-generation strategy. However, if you are looking for quick results, paid ads are incredible.

50% of people arriving at a retailer’s site from paid ads are more likely to buy than those who came from an organic link.

Paid ads are like a shortcut that lets you reach specific audiences with precision and in no time. Platforms like Google Ads, LinkedIn Ads, Instagram Ads, and Facebook Ads offer robust targeting options.

Additionally, tapping into ad networks such as the Google Display Network or Twitter Audience Platform expands your campaign’s reach across a wide array of websites and apps. What does this mean? It’s simple. Your message reaches users interested in your products or services.

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But paid ads are no magic. It is all about the strategy and efforts you put into it. With careful keyword selection and demographic targeting, paid ads maximize visibility.

The beauty of paid campaigns is that they generate likes in its immediacy. It offers quick results, which drives potential leads to your website or landing page. 

The best part is that you can keep an eye on the metrics and adjust campaigns in real time. You can leverage an AI Ads generator to create compelling ads that will get you better results.

8. Chatbots

Chatbots can be your secret weapon when it comes to lead generation. Why? Because they provide instant and personalized interactions on websites.

As mentioned earlier, we live in a tech-savvy world. So, an AI-driven virtual assistant can engage visitors, answering queries, and guiding them through the initial stages of the sales funnel.

Your AI assistant can also collect user data and preferences. The immediate response and 24/7 availability can improve user experience. After all, if someone is there for you whenever you need them, it just makes you feel good!

9. Influencer Marketing

The influencer marketing industry is now at $21.1 billion, and it has only seen upward growth since it became popular in the recent decade. So, in this era when everyone relies on social media, influencers can help you reach your goals quite effortlessly.

Here, you partner with influencers whose ideologies resonate with your brand value. You use the trust and credibility these influencers have built within their niche and tap into their established audiences.

For instance, let’s say you are a skincare product. You can collaborate with a well-known influencer for an authentic endorsement. This type of social proof can do wonders.

By strategically partnering with relevant influencers, you can generate high-quality leads who are already interested in your products or services, making influencer marketing a powerful tool for B2C lead generation.

10. Webinars

When it comes to lead generation, webinars may be the last thing on your mind. But it’s time to give this idea some merit. 89% of marketers say that webinars perform better than other channels when it comes to producing qualified leads.

One of the reasons why it strikes the right cord is because it combines education and engagement. Hosting webinars positions your brand as an industry authority. When the quality of your webinar is high, it helps attract a targeted audience looking for valuable insights.

During your webinar, make sure you address queries in real-time. This instantly creates a direct and personal connection.

Also, attendees willingly provide contact information to access the event. It helps you with a set of engaged prospects for post-webinar follow-ups.

Bonus: Use Q & A Platforms Like “Quora”

Quora has over 300 million monthly visitors. You might have logged in too in search of a solution. We all do. However, the platform is still underestimated in marketing circles.

If you are wondering how Quora can help you, well, it helps businesses understand the audience’s problems by providing a space for users to pose questions and seek answers.

Let’s say, you are an agency. You come across a question about content marketing. Now, avoid fluff and advertisement-like content at all costs. Instead, be genuine and write authentic answers. In the end, direct users to your website. Do it strategically to convert a Quora user into a qualified lead.

Final Words

As a business owner, you already know how crucial lead generation is for you. But the key lies in choosing the right set of strategies that align with your business needs.

Remember, what works for business X may not work the same way for business Y. Lead gen is never a one-size-fits-all solution. That said, when you implement the top tips we have discussed in the above article, you are bound to make a mark.

The post Mastering Lead Generation in 2024: 10 Strategies to Propel Your Business Forward appeared first on DigitalMarketer.

In the fiercely competitive outdoor gear market, innovative marketing strategies are essential for brand growth and customer engagement. Among these strategies, giveaways stand out as a powerful tool.

They are more than just a means to distribute free products; they are a conduit for creating a lasting impression, fostering community engagement, and enhancing your brand’s image. Drawing on the principles of “4 Season Selling,” this comprehensive guide aims to provide professionals in any industry with a deep dive into the strategic planning and execution of effective giveaways.

Yes, the examples used are within the outdoor industry but this will work across the board. 

Understanding the Strategic Value of Giveaways

Giveaways go beyond the mere distribution of free items. They are a potent mechanism for generating excitement, building brand awareness, and fostering a sense of community among your audience.

The strategic implementation of giveaways can lead to increased brand loyalty, higher engagement rates, and an expanded customer base. However, the success of these initiatives hinges on their alignment with your brand’s identity and the interests of your target audience.

Establishing Clear Objectives

The foundation of a successful giveaway lies in its objectives. It’s crucial to have a clear understanding of what you want to achieve. Are you looking to increase brand awareness, drive traffic to your website, gather customer data, or perhaps introduce a new product line? The objectives you set will guide every aspect of the giveaway, from the choice of products to the promotional channels and the mechanics of participation.

Product Selection: Aligning with Brand Identity

The choice of giveaway products is a critical decision. These items should not only resonate with your target audience but also reflect the quality and ethos of your brand.

For instance, a brand known for its durable and high-quality camping gear might choose to give away a premium tent or a set of advanced camping tools. The products should serve as a representation of what your brand stands for.

Leveraging Influencer Partnerships

In today’s digital age, influencers play a pivotal role in shaping consumer preferences. Partnering with influencers who align with your brand’s values and appeal to your target demographic can significantly amplify the reach of your giveaway. This collaboration should be strategic, focusing on influencers who genuinely resonate with your brand and can authentically endorse your products.

Creative Mechanics for Enhanced Engagement

The mechanics of your giveaway should be simple enough to encourage wide participation yet creative enough to foster genuine engagement. Consider incorporating interactive elements like photo contests, where participants can showcase their adventures using your gear, or storytelling competitions that involve sharing outdoor experiences.

These approaches not only engage your audience but also provide you with content that can be leveraged in future marketing efforts.

The Importance of User-Generated Content

User-generated content is a goldmine for any brand. Encourage participants to share their experiences with your products, be it through photos, videos, or testimonials. This content is not only more relatable to potential customers but also serves as an endorsement of your products’ quality and appeal.

Optimal Timing and Comprehensive Promotion

Timing your giveaway to coincide with significant events, such as the launch of a new product line, a major outdoor event, or a seasonal change, can increase its impact.

Promote your giveaway through all available channels, including social media, email marketing, your website, and in-store displays if you have a physical presence. This multi-channel approach ensures maximum visibility and participation.

Adhering to Legal and Ethical Standards

It’s crucial to ensure your giveaway is compliant with legal regulations and ethical standards. This includes clear terms and conditions, proper handling of participant data, and adherence to platform-specific rules, particularly on social media. Maintaining transparency and ethical conduct not only protects your brand legally but also builds trust and credibility with your audience.

Analyzing Results for Future Success

Post-giveaway analysis is vital for understanding its effectiveness and for planning future initiatives. Evaluate key performance indicators such as participation rates, social media engagement, website traffic, and any subsequent changes in sales or customer inquiries. These insights will inform your future marketing strategies and help in refining your approach to giveaways.

Building Long-term Relationships with Customers

View your giveaway as the beginning of a long-term relationship with your customers. Engage with participants after the event, offer them exclusive discounts, invite them to join loyalty programs, and keep them informed about new products and initiatives. This continued engagement can convert one-time participants into loyal brand advocates.

When strategically planned and executed, giveaways can be a significant asset in the marketing toolkit of outdoor gear companies. They offer a unique opportunity to engage with your audience, enhance brand visibility, and drive business growth.

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It’s about creating an experience that connects with customers on a personal level, reflecting the adventurous spirit of the outdoor community.

Crafting a Narrative Around the Giveaway

Developing a compelling narrative or theme around your giveaway can significantly increase its appeal. For instance, if you are launching a new line of winter gear, consider a giveaway that emphasizes adventure and resilience in extreme conditions. This narrative not only makes the giveaway more interesting but also helps in creating a cohesive marketing message that resonates with your audience.

Integrating Social Responsibility

In the outdoor gear industry, social responsibility and environmental stewardship are often important to the customer base. Integrating these elements into your giveaway can enhance its appeal. For example, for every entry, you could commit to planting a tree or contribute towards conservation efforts. This not only incentivizes participation but also aligns with the values of your brand and your customers.

Utilizing Data-Driven Insights

Leverage data analytics to tailor your giveaway to the preferences and behaviors of your target audience. Analyze past engagement data, customer surveys, and market research to understand what excites and motivates your audience. This data-driven approach can greatly enhance the effectiveness of your giveaway.

Personalizing Customer Interactions

Personalization can significantly boost the impact of your giveaways. Use customer data to personalize communication, offering participants tailored recommendations or exclusive deals based on their interests and past purchases.

This level of personalization can create a more engaging and memorable experience for customers.

Creating a Seamless Digital Experience

In today’s digital age, ensuring a smooth online experience for participants is vital. This includes an easy-to-navigate giveaway page, clear instructions, and a straightforward entry process. A seamless digital experience reduces barriers to entry, encouraging more participants to engage with your brand.

Engaging with the Community

Community engagement should be a key component of your giveaway strategy. This can involve partnering with local outdoor clubs, organizing events, or engaging with followers on social media. Building a sense of community around your brand can enhance loyalty and turn customers into brand ambassadors.

Measuring Success Beyond Numbers

While quantitative metrics like participation rates and follower growth are important, qualitative aspects such as customer feedback, brand sentiment, and the quality of user-generated content are equally crucial. These metrics provide insights into the emotional impact and brand perception improvements that result from your giveaway.

Leveraging the Giveaway for Long-Term Brand Building

Consider the giveaway as a step in a larger brand-building strategy. The relationships and insights gained through the giveaway should be leveraged for long-term brand growth.

This could involve follow-up campaigns, targeted marketing initiatives, or loyalty programs designed to keep the participants engaged with your brand.

Innovating and Evolving

The outdoor gear market is constantly evolving, and so should your giveaway strategies. Stay abreast of the latest trends, technologies, and customer preferences. Experiment with new platforms, collaboration models, or giveaway formats to keep your campaigns fresh and relevant.

Reflecting on the Giveaway’s Impact on Company Culture

Finally, it’s important to reflect on how your giveaway aligns with and impacts your company’s culture. A successful giveaway should not only resonate with your customers but also with your employees. It should reflect your company’s values, mission, and vision, fostering a sense of pride and purpose within your team.

Final Thoughts

Giveaways, when thoughtfully executed, can be much more than a marketing tactic. They can be a powerful catalyst for brand growth, customer engagement, and community building. By keeping your objectives clear, aligning with your brand values, and continuously learning and adapting, your giveaways can become a cornerstone of your marketing strategy in the outdoor gear industry.

The post Maximizing Impact with Strategic Giveaways: Enhancing Brand Loyalty and Engagement appeared first on DigitalMarketer.

Somewhere in the back of your mind, you probably remember reading at least one article saying that our attention spans are down to a “mere 8 seconds” — or “less than a goldfish”.

While it sounds catchy, it’s not that simple. It’s easy to jump to conclusions and get swept up in the clickbaity narrative, but the research on human attention spans isn’t so clear cut. 

In fact, some scientific studies seem to point in the completely opposite direction — humans have an enormous capacity for attention. 

Our Problem is Not Attention — it’s Distraction 

The core issue isn’t a lack of attention — it’s the multitude of distractions competing for our focus. The modern consumer’s attention hasn’t become scarcer, it’s just spread thinner.

The growing popularity of platforms such as TikTok, Instagram, and YouTube Shorts may give the impression that our attention span is declining. But the real issue is that we’re increasingly having to navigate a sea of rapid-fire, bite-sized, infinity well content that is algorithmically engineered to hook our interest.

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In this environment, the challenge for brands and marketers isn’t simply to capture attention, but to hold it — and use narratives that rise above the clamor as an antidote to distraction.

Long-form Content isn’t Going Away

There’s a wealth of evidence suggesting that long-form content is not only surviving but thriving. 

Long-form articles are one example. They typically outrank shorter counterparts and are frequently rewarded with more social shares and links. This indicates that audiences are engaging with it, valuing it, and sharing it within their networks.

Podcasts, too, are more popular than ever with Australia leading the charge, recently having overtaken the US as the world’s biggest podcast-listening nation. Lengthy, detailed discussions are in our earbuds, consumed on our commutes and during our lunch breaks. This content isn’t bite-sized — it’s substantial, and its popularity is growing.

Anecdotal evidence further demonstrates this point. Look at the typical American viewer who is perfectly capable of devouring half a season of their favorite TV show in a single day. In a way, our binge-watching culture itself dispels the myth of an 8-second attention span.

Measuring Brand Engagement in Hours, not Minutes

When it comes to brand engagement, the playing field between long-form and short-form content isn’t level. Let’s compare a 30-second TikTok with an hour-long branded podcast: 

• A branded TikTok video of 30 seconds duration, with 10,000 views, and an average video completion rate of 62% creates 52 hours of consumer engagement.
• A branded podcast of 30 minutes duration, with 1,000 listens, and an average episode completion rate of 75% creates 378 hours of consumer engagement.

So at a macro level, effectively executed long-form content will generate exponentially more engagement than short-form content (and often, it can achieve these results at a fraction of the cost).

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Let’s delve deeper into the data. We recently analyzed over 4.5 million consumed minutes of podcast performance data from 6 years of our client podcasts. We found that:

• The average completion rate of long-form branded podcast content was 75.54%
• The average listen duration per session was 22 minutes and 26 seconds

That’s 22 minutes of brand engagement at a time, per consumer, per listening session. It’s incredible when you compare that to producing some 20-second TikToks. And it’s much more brand depth than a 30 or 60-second ad spot on radio/TVC/pre-roll/etc.

Of course, short-form video and advertising have their place. These channels are great for generating awareness and reach, or even as a way to remind customers about your brand.

But for generating true engagement with your fans and customers, well-crafted long-form content reigns supreme.

The Secret Lies in Telling Compelling Stories

The truth is, people are capable of focusing intently on one thing for extended periods. But you have to craft something that is engaging and meaningful. 

For long-form content, great storytelling isn’t just an advantage — it’s a prerequisite.

I’ve seen first-hand that storytelling isn’t an innate skill for many brands; it’s an art that must be nurtured and developed. Creating content that not only draws in an audience, but also maintains their interest, involves understanding the audience’s wants and needs, the narrative structure, and weaving a compelling brand message into the medium.

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That’s why when we work with a brand to launch and produce their podcast, we put extra effort into helping them unlock their storytelling potential. It takes time to learn how to craft narratives that don’t just sell a product or service, but instead build a meaningful connection with your customers and fans. 

When done right, great storytelling has the power to truly captivate an audience and transform brand-customer relationships. And nothing does this better than well-crafted long-form content?

The post Attention Spans are Shrinking, but Long-form Content Still Rules — What’s the Catch? appeared first on DigitalMarketer.

Want to grow your business faster?…without paying crazy amounts on paid advertising?

Organic marketing is the answer. (Keep reading for my secrets).  

My name is Connor Gillivan. I’ve been an Entrepreneur for 12+ years scaling multiple businesses to 6, 7, and 8 figures w/ an exit in 2019. Today, I run marketing for my portfolio of 4 businesses. 

The majority of my success in business has been through organic marketing. 

In this article, I’ll share my top 7 organic marketing strategies.

1. SEO
2. Partnerships
3. Podcast interviews
4. Social media
5. Content marketing
6. CRO
7. Email marketing

By the end, you’ll have a headful of ideas to execute for growing your business. 

Let’s dive into it! 

My 7 Organic Marketing Strategies

In this section, I’ll define the 7 organic marketing strategies that I mentioned and give examples of each so that you can fully understand how they can help grow your business. 

1. SEO

SEO is the act of creating content on your website (pages & blog articles) that rank for specific keywords your ideal customer is searching for on Google and other search engines. 

For example, let’s say that you run an eCommerce business selling baby clothes. Your baby clothes are organic, custom-made, sourced from the US, and fashionable. 

With SEO, you’d want to rank for keywords like: 

• “Organic baby clothing”
• “Baby clothes made in the US”
• “Fashionable baby clothing” 

By investing in SEO, you can optimize your website, pages, and content with the goal of ranking on the 1st page of search results. 

This will drive traffic to your website where you can convert users into email subscribers and customers. 

2. Partnerships

Partnerships is a marketing strategy where you team up with other companies in your industry where you’re not competing with one another, but you’re targeting the same ideal customer profile (ICP). 

For example, one of my companies is AccountsBalance, a monthly bookkeeping service for agencies, service providers, & SAAS companies. 

We have a Partner Program where we partner with 100s of other digital service providers, softwares, tools, and influencers. 

To start, we add each other to our Partner pages (exchanging backlinks), we feature each other in our newsletters (brand awareness & lead generation), then we find other ways to send leads both ways on a quarterly basis.  

Relationship building turns into brand awareness, visitors to your website, referrals, leads, & customers. 

3. Podcast Interviews

Most people know podcasts for listening to them, but there’s another side to it that is extremely beneficial for organic marketing. 

When I say “podcast interviews”, I’m referring to the marketing practice of getting interviewed on podcasts within your industry where you can share your expertise, establish yourself as a thought leader, and attract new customers to your business. 

For example, my business partner, Nathan Hirsch, has been interviewed on 500+ podcasts in the past 5 years. We have a system where we research top podcasts in our niches where our ideal customers are reading then we reach out and pitch them to interview Nathan. He goes on the podcast & drives leads to our businesses. 

When you do this consistently for months, you create a lot of “buzz” around you and your business. 

That “buzz” turns into new website traffic, leads, and customers. 

4. Social Media

Yes, we all know what social media is, but there’s a specific way to do it for organic marketing that can drive lots of interested customers to your business. 

I encourage you to look at social media as a platform where you can establish yourself as a subject matter expert (SME), build a following, and turn followers into paying customers. 

Here’s an example. I own and run marketing for 4 businesses and I use LinkedIn as a social media channel to establish myself as an SEO expert & entrepreneur, which drives customers to our companies. 

My ideal customer spends time on LinkedIn. I build trust with them through my daily posts & teaching them the SEO & marketing methods that are working best for me. 

It takes time, consistency, a good process, and dedication, but social media is an amazing place to reach your ideal customer.

5. Content Marketing

Content marketing is the organic marketing practice of creating high value content that speaks directly to your ideal customer and pulls them into your email list so that you can continue “talking” to them. 

Here’s some examples of content marketing: 

• Infographics
• Ebooks
• Checklists
• White papers
• Webinars
• Free trainings

Content marketing helps to “pull” your ideal customer into your business so they know you’re an option as they look to solve different problems they have. 

6. CRO

CRO stands for conversion rate optimization.

CRO is the act of optimizing your website and all of its pages for converting as many website visitors as possible into email subscribers or paying customers. 

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Let’s look at an example. You figure out the first 5 organic marketing channels and you start driving 1,000s of visitors to your website every month. Congrats on that first of all! But does it really matter if none of those people convert into email subscribers or customers? 

That’s where CRO comes in. You dive into the design, content, and performance of each page on your website to see how you can convert more visitors into subscribers and customers. 

7. Email Marketing

Last, but certainly not least is email marketing. Email marketing is building an owned email list of people that are interested in your business, you, and the products/services that you offer. Then regularly communicating with those people through a newsletter and automated email campaigns to convert them into paying customers. 

It’s great to get people to sign up for your email list or newsletter, but if you’re not communicating with them, it’s worthless. You need an email marketing strategy where you’re communicating with them, getting to know them better, answering their questions, and building trust with them. 

For example, one of my companies, Outsource School, is focused on teaching business owners how to hire and scale their business with virtual assistants and freelancers from the Philippines. We run a weekly newsletter that provides free advice and strategies on outsourcing to 5,000+ potential customers. We build additional trust with them each week and over time many of them become members. 

How to Get Started (w/ Each) 

Now that you know the 7 organic marketing strategies that you can use to grow your business faster, let’s talk about some simple, actionable steps you can take to get them started. 

1. SEO

Ideas to get started: 

• Build a Blog page on your website. 
• Commit to writing & publishing 1 new blog each week. 
• Target 1 keyword with each blog. 
• Make your keywords what your ideal customer would search to find you. 
• Make all of your content high quality & value for your customer. 

2. Partnerships

Ideas to get started: 

• Open a new Google Sheet or Trello board.
• Make a Partner 100. Your top 100 ideal partners. 
• Find contact information for all 100. (Or have a VA do it) 
• Reach out to them on social media & email. 
• Work to build a relationship with them.
• Run content exchanges together. 

3. Podcast Interviews

Ideas to get started: 

• Similar to the Partner 100, make a Podcast 100. 
• Research 100 top podcasts where your ideal customer is listening. 
• List out your areas of expertise & value you could add to the podcast. 
• Reach out and pitch hosts to interview you. 
• Record the interview with the host. 
• Improve your interviewing skills as you practice. 

4. Social Media

Ideas to get started: 

• Choose 1 channel to start with. 
• If looking for B2B customers, use Twitter or LinkedIn. 
• If for B2C customers, Instagram, TikTok, or Facebook. 
• Post 1x per day
• Reply to comments that people leave. 
• Build a personal brand around your expertise. 

5. Content Marketing

Ideas to get started: 

• Brainstorm a list of 5 lead magnets your ideal customer would like. 
• Over 6-12 months, make the 5 lead magnets.
• Feature them on your site. 
• Post about them on your social media. 
• Ask your partners to share them.

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6. CRO

Ideas to get started: 

• Once you have website traffic, set up tracking with Google Analytics. 
• Measure how many visitors you’re converting to email subscribers. 
• Once you have a baseline, make a list of improvements you could make. 
• Implement them and repeat this every quarter. 

7. Email Marketing

Ideas to get started: 

• Choose an email marketing software to use: Mailchimp, ActiveCampaign, Constant Contact, etc. 
• Start a weekly newsletter that you send out. Same day, same time each week. 
• Build a content calendar and get ahead of the schedule. 
• Schedule newsletters and get feedback from your subscribers. 

Take Action

Organic marketing is a valid and proven way to drive potential customers to your website that you can then work to convert into paying customers. 

I’ve been using organic marketing strategies for scaling my businesses for the past 10 years and I continue to be a huge proponent of them today. 

You don’t need huge marketing budgets to grow your business. All you need is proven processes, consistency, and the drive to keep at it for months on end. 

TL;DR:

1. SEO

2. Partnerships

3. Podcast Interviews

4. Social Media

5. Content Marketing

6. CRO

7. Email Marketing

Sit down and plan out how you’ll get these started for your business.

Take 1 at a time, perfect a process for it, delegate, and then move onto adding another. 

By the end of 1-2 years, you’ll have a fully running organic marketing machine that is driving 1,000s of leads to your business every single month. 
Have question? Follow me on LinkedIn and DM me with questions!

The post 7 Organic Marketing Strategies to Scale Faster in 2023 appeared first on DigitalMarketer.

The marketing and advertising landscape is constantly evolving. With the continuous emergence of new technologies and changes in consumer behavior, it’s super important to stay ahead of the curve by staying on top of the latest digital marketing trends.

But, as digital marketers or business owners, it can get a little challenging to catch up with everything happening so fast.

So, to help you get a head start and stay ahead of your competition, we, at Mongoose Media, created a comprehensive list of the top trends in digital advertising that any company should watch out for in 2023.

From advances in AI to leveraging content marketing and influencer collaborations, these strategies have the potential to amp up your marketing efforts and build a winning digital marketing strategy for your business.

So let’s take a deep dive into each one of them and help you become more strategic about how best to capitalize on modern technologies!

12 Top Digital Marketing Trends

Here is a list of the top digital marketing trends with  detailed insights you need to pay attention to in 2023:

1. Artificial Intelligence & Machine Learning

The use of AI and machine learning is probably the most popular trend, which is gaining traction in digital marketing at the moment.

With algorithms controlling what social media posts you engage with, which search results surface, and even determining the ads that appear before your eyes, AI-driven marketing ensures a tailored experience for customers everywhere.

This amazing technology can help organizations optimize their marketing campaigns with predictive analytics and advanced data insights.

Plus, AI can also be used to automate mundane tasks such as content curation, customer segmentation, & personalization to facilitate better engagement with customers.

AI content creation tools such as Jasper, ChatGPT, and Midjourney are already revolutionizing how digital marketers create written content and images at 10x speed.

This is definitely going to be one of the hottest trends in advertising in the coming years.

2. Immersive Experiences

Immersive experiences are becoming an increasingly important part of digital marketing these days as they enable customers to interact with a brand on a more personal level.

Customers today don’t just want to browse through products. Instead, they look for an emotionally engaging experience that adds to their overall satisfaction.

Some of the best tools to offer immersive experiences are:

Virtual Reality – VR helps customers immerse themselves in a virtual environment and see what it would be like if the product was bought.

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Augmented Reality – AR helps customers to virtually experience the product in their own physical environment.

Using AR and VR, marketers can create interactive video ads and pop-up stores where customers can try and interact with products before buying them.

And this is exactly what happens in the metaverse. It’s a virtual world where people have digital avatars, which they can use to interact with other people and visual projections of products, play games, participate in virtual events, and buy or sell virtual assets.

This might sound unreal, but it’s all happening. As a matter of fact, brands like IKEA, Nike, and Amazon are already using AR to offer such virtual product experiences.

Immersive experiences like these create an interactive, real-world-like environment for customers to explore and gain insights about products/services, enhancing the user experience.

3. Content Marketing

Content is said to be “king” and definitely one of the most powerful digital marketing channels for engaging customers and driving conversions.

However, besides increasing engagement and conversion, content marketing is essential for another strong reason: brand awareness.

Did you know that it takes an average user 5 to 7 instances of interaction before they can remember a brand?

This is why it’s important  to consistently create high-quality content that resonates with the target audience and helps them get to know your business better.

Content marketing should be an integrated part of any digital marketing strategy in order to build brand awareness, generate leads, and increase conversions.

In addition to traditional content such as blog posts, emails, and social media posts, marketers should also consider creating interactive content such as webinars, live product reviews, quizzes, and polls in order to increase engagement.

All of these make for an excellent customer experience and build long-term brand loyalty.

4. Chatbots & Voice Assistants

Chatbots and voice assistants are gaining prominence as they help companies provide a more personalized experience for customers.

Chatbots use AI-driven algorithms to provide personalized customer service with automated responses, while voice assistants interact with customers in a more natural way.

Both chatbots and voice assistants help organizations save time and money by automating mundane customer service tasks while providing a more personalized experience for customers.

Doing so, they help customers pass through the sales funnel in a personalized and immersive way, which ultimately helps drive more conversions.

This is why these two have become essential tools of conversational marketing in the modern digital marketing world.

5. Influencer Collaborations

Every day, you see content creators promoting clothes, accessories, tech gadgets, or any other product. Whether it’s an Instagram post, Facebook story, or a TikTok or YouTube video, you will come across such collaborations.

What does it tell you?

It tells you that influencer marketing is an essential part of digital marketing today.

Influencers can help create buzz around a product or service on different social media platforms, attract more people to your website, and drive conversions.

How?

The explanation is simple; customers today are more likely to trust an influencer than a brand when it comes to recommendations.

This is why many brands and organizations have started leveraging influencer collaborations and making them a vital part of their digital marketing efforts.

Besides more awareness, businesses can also use influencer collaborations to get honest reviews from trusted figures in the industry before they launch their product or service.

6. Live Video/Streaming

Live streaming is yet another powerful form of digital marketing and a hot trend in the digital advertising world.

Streaming live content allows brands to engage with their customers in real time and build a strong connection with them. Plus, it also helps customers get answers to their queries and encourages more conversations around the product/service.

Brands can stream live content on various social media platforms such as YouTube, Facebook, Twitter, and Instagram. This can be in the form of product demonstrations, Q&A sessions, webinars, interviews with industry experts, and more.

But why is it recommended?

Because the algorithm of most social media platforms pushes live content to its news feed and ranks it higher than older content.

This means it will be easier for brands to reach their target customers with live content.

And it’s not just all in theory.

Live commerce is a whole new industry that has gained huge traction in China and is slowly spreading to other regions.

In 2023, the total live commerce market in China is projected to cross $700 billion.

Imagine the impact you can have if ecommerce brands add it to their digital marketing activities.

7. Email Marketing

There may come a hundred new trends in digital advertising, but email marketing is the “never-gonna-die” classic digital strategy.

Even today, in 2023, it remains one of the most effective ways to reach customers and promote products/services.

Why? Because it’s a more direct marketing tool as compared to other tools like Google ads, sponsored posts in social media feeds, or TV ads.

Emails are highly targeted and personalized messages.

This is why businesses (especially ecommerce businesses) use email campaigns to build relationships with customers, announce new product launches and upcoming sales, offer content upgrades, and send other personalized messages.

It is a cost-effective way to reach out to existing and potential customers, build long-term relationships, and drive more sales.

8. Omni-present Social Media Marketing

No doubt, social media has become an integral part of digital marketing.

However, just a few years ago, only Facebook was the key platform for brands.

But now, many businesses are focusing on developing an omnipresent social media marketing strategy.

This means they now try to be present on every social media platform. From Instagram to Twitter, YouTube, Snapchat, TikTok, and even Pinterest, businesses have started creating their presence on all these platforms.

This omnipresence helps brands ensure that their content reaches a wider audience and is visible in multiple places. This increases brand awareness, encourages more customer engagement, and helps increase conversion rates.

9. Short Form Video Content

It’s no surprise that video content has become one of the most popular forms of digital marketing.

But what’s different today is the type of videos being created. Users no longer want to watch long videos and instead wish to consume content in short bursts.

This is why TikTok rose to fame and became the most popular app in 2019 and 2020.

TikTok’s popularity moved businesses towards creating short, eye-catching videos for social media marketing. These videos range from product/service demonstrations to funny skits and even customer testimonials.

However, what happened afterward is even more interesting.

After the meteoric rise of TikTok, Facebook and Instagram introduced “Reels,” and YouTube launched “Shorts.”

Why?

Simply because short videos are effective; they are great for grabbing the attention of viewers, quickly conveying a message, and engaging customers in an interactive way.

So, short video content is a hot digital marketing trend, which is here to stay!

10. LinkedIn

This might come as a surprise, but LinkedIn is now one of the most important platforms for marketing teams.

It is no longer a site for job hunting, business to business collaborations, or data collection. In fact, it has become a hub for individuals and businesses to share digital content in the form of short posts, blog posts, images, and videos.

Entrepreneurs, solopreneurs, and business profiles can use the platform to post relevant content and reach out to their target audience, build relationships with potential customers, and generate leads.

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Plus, you can direct all of your followers to your website and get free organic traffic.

So, if you have not yet started using LinkedIn for digital marketing purposes, now is the time to do it.

It’s definitely going to be one of the top trends in advertising in the near future.

11. Voice Search

With voice search becoming increasingly popular, digital marketers need to factor this in while creating their marketing strategies.

Voice search is, essentially, the process of using voice commands to search for something on the internet.

For example, if you wanted to know about a local restaurant, you would say something like, “Find me a good restaurant near me,” and the voice assistant would display the best results based on your query.

This has now become one of the most popular ways to search, and businesses must create strategies that include voice search optimization.

This means optimizing your content, website, and other marketing materials for voice search. This will help you appear higher in the results when someone uses voice search to look for something that your business offers.

12. Inclusive Marketing

Finally, there is the concept of inclusive marketing, which is becoming increasingly important for businesses.

Inclusive marketing refers to creating content and campaigns that are sensitive to people of all backgrounds and cultures, regardless of gender, physical ability, sexual orientation, age, or race.

This is important because it allows businesses to create content that resonates with a wider audience and reach out to customers who may have felt excluded in the past.

Furthermore, it helps create an environment where everyone can feel included and accepted, which can be beneficial for businesses in the long run.

So, these are some of the most promising 2023 trends in digital advertising that businesses should look out for.

Remember, these trends will not be the same for all businesses. You should take the time to analyze your own business and create strategies that are tailored to its needs and goals.

Not sure what your business really needs? This social media certificate can help bring clarity.

Or, work with an expert and experienced digital marketing team to help make the right decisions for your business.

Either way, make sure to stay up-to-date with the latest digital marketing trends and capitalize on them while they’re still hot.

The post Top 12 Digital Marketing Trends in 2023 You Should Know appeared first on DigitalMarketer.