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

DirectiveGroup 10 Years – What Has Changed

DirectiveGroup 10 Year Anniversary

““The only strategy that is guaranteed to fail is not taking risks.”

— Mark Zuckerberg, founder, Facebook

While it has been a joy and a pleasure to participate in the growth and development of DirectiveGroup over the last ten years, I have experienced it as one of those strange time warps in which time seems to have sped by and at the same time to have crept by very slowly. It is incredible to believe it has been so many years since we launched DirectiveGroup (née LocalDirective). I’ve been asked and lately have been pondering: what has really changed and what has not changed in the last 10 years? And … that question has set me to thinking.

Changes in the Digital Environment

Well, for one thing, digital marketing is almost unrecognizable from the form in which it existed when we started our digital marketing agency. Options have proliferated and … Continue reading

From Ad To Conversion – Gaining Transparency On Visitor Behavior

The digital real estate, your web site needs constant fine tuning so that it can attract substantial business from online consumers. While getting new traffic to your site through online advertising is not that difficult, it is what visitors do once they’re on your site that is of utmost importance. If you are not clued in on what is happening on your site, then it is impossible to get better results online.

Have you heard of the old saying “you can’t manage what you don’t measure.” It still holds true today. Business owners and marketers have been trying to track and understand what users are up to on their websites since websites first came about. Being able to understand statistical metrics such as unique visitors on your site, how long they are on your site for to what pages they are landing on and leaving from, etc. is great but … Continue reading

Dynamic Multichannel Content Marketing to Build Brand Awareness

B2B multi-channel marketing is typically executed across multiple touchpoints, including both online and offline channels, in order to reach new audiences. But it certainly does not imply having a presence everywhere; rather it is about being relevant in terms of customer experience and messaging in all the channels that a customer expects to find you. Many companies still find it a challenge to keep up with expanding media consumption habits and integrate marketing efforts across different marketing points to effectively build brand awareness and reputation.

The Importance of Multi-channel Marketing for B2B Businesses

Today we consume a huge amount of digital media daily across mobile, tablets, laptops, desktops, and other devices, such as an internet protocol TV (IPTV). And with mobile usage time projected to rise over the next few years, it will cut down time spent on desktops and laptops and even television. So brands have to align their … Continue reading

How To Start A Podcast For Your Business

Podcasts have long gone mainstream, with subscriptions to podcasts crossing 1 billion long back in 2013 and over 67 million men and women being monthly podcast consumers. Monthly listeners have grown steadily through 2017 from 21% to 24% year over year. Unfortunately only about 6% of online marketers have warmed up to producing podcast content. The on-demand audio format of podcasts makes it ideal for reaching people even when they aren’t sitting at their computers, unlike video content. Businesses can reach out to more people and more often through podcasts even when they are working out at the gym, running, driving to work or working around the house.  Podcasting doesn’t just develop your brand and establish you as experts in your industry; it also helps start meaningful conversations with potential and existing customers.  More amazingly nearly 63 percent of podcast listeners made a purchase based on something recommended during … 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 Use Content to Build Authority: Ready To Live Like A King?

More and more companies are appreciating the value that a content marketing strategy brings to their overall success. A study by the Content Marketing Institute (CMI) states that 75% of the most effective enterprise content marketers have a documented strategy. By comparison, only 11% of the least effective have a documented strategy. The adage “Content is King” is still holding true; but I propose a new interpretation on the old phrase. A King has authority and influence over his people. Effective content marketing could make you a King (influencer) over your people (your target market). Here are 5 activities that you can implement today to help raise your royalty level. Continue reading “5 Ways to Use Content to Build Authority: Ready To Live Like A King?”

Headlines and Other Great Tactics for Getting Your Content Noticed

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, Michelle discusses the recent Ragan.com article by Mael Roth.

The article published on Ragan.com, A Headline Tactic For Optimal Reach on Social Media and Google Search, does a great job to talking about why headlines are important and how to write a good one. It’s true that a good SEO headline may not be great for social media and a social media headline is usually not search friendly. While a great headline is super important for content marketing success, there is more to getting your content noticed than just headlines. Not to minimize their importance, but headlines are just the beginning (literally and figuratively) of a great piece of content.

Here are 6 easy things you can do to get started on promoting your value-rich content.

1.Don’t wait … 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