Cognitive Fluency: The Psychology Secret to Higher Conversions

Every day, prospects and customers pass judgement about your products or services based on presentation. To develop new leads or build customer loyalty, getting your brand’s message right is crucial, especially for new businesses.

But to persuade a customer to do something, you need to know how to approach them in a way that makes them want to buy or share their information.

What is cognitive fluency?

In the most basic form, cognitive fluency is ease in which information is processed. Does the task feel difficult? Was the information easy to understand? Successful digital marketing is all about how we make our target audience feel – we want to use cognitive fluency to effect decision making.

When it comes to driving online conversions, long gone are the days of cluttered landing pages and annoying pop-ups. Instead, we’re now in the era of minimalism and letting the user call the shots.… Continue reading

B2B Content Marketing: What Works in 2019

B2B Content Marketing continues to change as business marketing gets more complex. Everyone has heard of the classic search engine optimization where businesses fight for rankings for a few specific keywords. But this system doesn’t work in all industries.

In some industries, the product is so new that people are not aware of its existence. Most of the time, they are not even aware of the problem that this product or service can solve. This means that customers don’t know the keywords exist.

In certain industries, customers rarely rely on social media or e-commerce. Buying often happens on an offline network. And categories for these products may not exist on big-box e-tail sites like Amazon.

So, with all these difficulties, is it possible to make content marketing effective for these types of situations? The answer is yes, but content marketing campaigns need to be flipped on their head. Continue reading “B2B Content Marketing: What Works in 2019”

5 Things You Should Do Immediately After Writing a Business Blog Post

You have just poured your heart and soul into creating the perfect blog post for your website. You have found beautiful graphics to illustrate your major points. You have posted it to your website. Now, you have just a few more tasks to check off your list because no blog post can be considered complete until you have promoted it. After all, you want the world to know about the business blog that you have just created.

When you think about business-to-business blog promotion there are several different factors that you need to keep in mind. Think about how you are going to connect your blog to various groups like shareholders, executives, and lower-level management who will be using the product. Double check that you have included data-driven charts and graphs as they are vital to blog marketing. Think about how you are going to keep your blog promotion going … Continue reading

Tell Stories with Your Content Marketing

I’ve made an observation. I could be wrong, but I feel like businesses and content marketers are forgoing storytelling-based content for the more popular styles of content like list post and how-to articles.

As an SEO, I assume this is because it’s easier to promote these types of content to influencers for backlinks. And that may be the case, but I caution against forgetting about the most basic way to communicate ideas and move people to take action.

While specific styles of content may be easier to promote and increase domain and page authority, visitors don’t care about any of that.

The Content Marketing Institute defines content marketing as:

“… a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. “

While it’s easy to get lost in technical marketing … Continue reading

How to Crank Out a Fascinating Idea in 60 Seconds or Less

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our Director of Paid Marketing, Kim Figor, discusses an Inc. article by contributor, Sally Hogshead “How to Crank Out a Fascinating Idea in 60 Seconds or Less.”

If I were a betting woman, I would be willing to bet that most people, if not all, struggle from time to time in coming up with ideas on topics to write about or the topic might be there, but the words escape them. I know for myself, this is true. Many times, the most difficult task of writing is deciding what to write about. This task becomes even more challenging for me when I’m up against deadlines.

Of course, more times than not, the reason I’m up against these deadlines is that I couldn’t decide what to write about, so … Continue reading

5 Ways to Develop Trust with Content Readers

Content sets a tone. It delivers your company mission, vision and other important information about your business. Content helps to build your brand presence online, but it also sets a company tone, differentiate you from the competition, establish you as a leader in the your industry and take your business rankings high in Google search results.

In addition, content also helps you to win the trust & faith of your audience.

By providing useful, informative and precise information to the readers, answering their questions, and giving smart yet reliable solution to their problems, your content development is an excellent way to build a long lasting relationship with your potential customers.

HOW TO BUILD CUSTOMER’S TRUST THROUGH CONTENT?

Whether you’ve just stepped into the world of digitization or you’re a successful brand looking to revamp the content marketing strategy, the tips below will help you build YOUR trust factor online.

Stop Continue reading

Words Matter

I enjoy writing – and I have spent the better part of the last week working on the content for a new website. Each word is important. Not just because someone will read it and learn something about the company services, but because words make you think. Words ask to you think deeply about yourself and what you might need. Words help you to make decisions. Words bring us together with a shared language.

And yet, words can so easily be misinterpreted.

When I write, I find myself reading and re-reading what I write. Could someone misunderstand what I am trying to say? Does the pattern of the words, or the choice of the words, create space between me and the reader? Will the reader make judgements about me–or my business–based on just the few sentences they read? Will they feel the meaning and my passion behind the words?

When … Continue reading

Surviving the Elections with the Right Media Mix

A couple weeks ago I commented on an article, Clinton v Trump: Why the 2016 Presidential Election will turn Social Media into a War Zone, regarding the presidential election and social media. As promised, here is the follow-up to my article that contains social media statistics you should be aware of as well as how to minimize risk during the election season or any other external factor that may influence the success of your campaigns.

Since we are ending the election season, I did use the presidential election as the main example throughout this article. However, the points made within and the tips are applicable to almost every if not every external factor that impacts consumer behavior.

Over the last several weeks, I’m experiencing drastic changes in social media performance, mostly in Facebook. Although I was prepared for some change in performance, honestly, the degree to which this happened on … Continue reading

How To Give Your Business An Unfair Advantage

How cool would it be to know that every product or service you ever offered (before launching), would be successful?

What if you never had to struggle to get new customers or traffic to your website?

Impossible.  Right?

We’ll on March 31st, 2016, Elon Musk launched the Tesla Model 3 with an unfinished prototype and in a week racked up over 325,000 reservations, aka $14 billion in potential future sales.

Do you think the Model 3 will be successful when it officially goes on sale in 2018?

Yes, this is the biggest one-week launch of any product ever, your company isn’t Tesla and you aren’t Elon Musk, but at the end of the day Elon has done something very simple. Continue reading “How To Give Your Business An Unfair Advantage”

4 Questions Every B2B Organizations Should Ask When Thinking Through the Content Strategy

Businessman holding Questions sign towards you

Content marketing is an important strategy for B2B organizations and according to the Content Marketing Institute, 88% of respondents said they use content marketing. However, about 70% of those respondents admitted content marketing was ineffective.

How do we make a strategy that is critical to a brands success online more effective?

Well of course there are many things that can be done based on your organization’s goals and resources. But when you are putting together a content strategy, there a four questions you should ask before you write a single piece of content?

  1. Who is my audience?
  2. What are the interests of my audience?
  3. Who are the influencers?
  4. What action do I want readers to take?

Let’s take a look at each of these:

Who is My Audience?

If you’re going to write content that attracts prospects, leads and or customers, you need to have an understanding of who … Continue reading