Should your B2B Company Be On Instagram?

Introduction 

If you are wondering whether or not your B2B company should be on Instagram, I am guessing you probably aren’t on Instagram yourself personally.

Because it’s really hard to be on Instagram and not see how some of the worlds biggest and best brands as well as new companies are using Instagram to engage with their audience in a very real human way.

Given over half of millennials are active users on Instagram and 40 percent of the workforce in most average companies is made up of millennials it seems like you might be missing a big opportunity to engage with your audience, build your brand, and generate leads if you are not on Instagram.

But, that might just be my own fear of missing out talking, so I’m including lots of research below to help you decide for yourself.


Statistics

80% of users follow a business on Instagram (abstraktmg.com) Click To Tweet
  • And, a recent survey found that while B2B companies are still more likely to choose LinkedIn, 53% are now active on Instagram. (sspr.com)
  • Videos are an important marketing tool, 57% of marketers use video in their marketing and according to Social Examiner, 72% of marketers plan to increase their use of video-based marketing techniques. (business2community.com)
  • According to the Social Media Marketing Industry Report 2015, published by Social Examiner, which surveyed 3700 marketers across the world, almost all of the respondents (96%) said that they use social media marketing. (business2community.com)
  • The importance of having a well-developed social media marketing strategy is obvious from the fact that 92% of the people in the survey indicated that they considered social media marketing as an important element for business growth. (business2community.com)
  • According to research by Forrester, Instagram has significantly higher levels (400%) of user-brand interactions than Facebook or Twitter. (business2community.com)

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Top News Stories

Facebook has introduced a huge dilemma for retailers by launching shopping on Instagram (businessinsider.com) – April 10, 2019

Topics: Google, Amazon, Button, Rakuten, Nordstrom, Facebook, Instagram, shopping journeys

  • Uber moves things, and Facebook connects people – but now, Facebook is going to try to sell things via Instagram Checkout on top of all these connections.
  • Facebook launched Instagram Checkout saying that its goal was to build a better experience for users to shop directly on Instagram.
  • The dilemma that retailers must now wade through is centered on whether they are willing to be disintermediated and have their customers’ start and finish their shopping journeys through Facebook and Instagram, or whether these retailers want to be their customers’ starting point and have customers buy from their sites and apps directly.
  • Through higher-converting technology, Button embeds commerce experiences inside publisher apps so that brands can grow their mobile business, publishers can increase their mobile revenue, and consumers have a better buying experience on mobile.

Instagram Marketing for Your Business and Brands in 2019 (business2community.com)

Topics: social network, Instagram, Influencers, Carousel, relevant audience, effective influencers, paid partnerships, valuable marketing tool

  • With this new profile, the entrepreneur can access four elements: contact information, analysis tools, the Promote option of a publication and the addition of links in the stories.
  • The Instagram social network offers many opportunities for image communication, such as balancing a communication considered too rigid in certain sectors or even allowing the sharing of the internal life of his company.
  • It is, therefore, a real opportunity to share content by defining specific objectives as to the publications to be broadcast and the line of communication to be used.
  • Measure the working time around your photos if necessary and the animation of the account (interactions, sharing, comments, likes, respond and engage on your subject).
  • From the end of 2015, brands and all users can learn how to create ads on Instagram via Facebook’s self-service platform.
  • You can choose between 5 types of ads on Instagram: Photo ads Video ads Carousel ads Slideshow ads Announcements stories

Sources

Topics

  • social media
  • social media marketing
  • target audience
  • marketing strategy
  • brand awareness
  • customer testimonials
  • focused strategy
  • social platform
  • social media platforms
  • potential customers
  • online marketing
  • content marketing
  • business growth
  • real people
  • team members
  • short video
  • webinar
  • inside look
  • perfect place
  • new favorite social trend

Highlights for top topics

social media

  • Like with any other social media platform, it’s important that you get involved in the broader conversation rather than just posting to your own feed. Find power users, similar businesses, and complementary brands to follow. And don’t just follow them — comment on their pages, like their content, and repost the best of it (with permission, of course). Users like it when their content is recognized by a big brand, so this is a good way to get your name in front of more eyes. (convertr.io)
  • As with the other social channels you’re using to promote your brand, you’re going to have to create a specific strategy. Yes, using Instagram for your B2B involves more than hastily loading the app onto your social media manager’s phone and telling them to ‘go forth and make us popular on Instagram’. I mean, that’s a great start, but let’s take a step back before you start uploading team selfie photos.  (Don’t worry, though, we’ll totally get to those later.) (distilled.net)

Instagram

  • When I originally sat down to write this blog, I wanted to talk about why companies should be taking advantage of Snapchat’s capabilities. This was before the force we know as “Instagram Stories” came into play. I first heard of Instagram Stories nearly a year ago, and my thought was, “Nobody is going to use this – it’s a blatant copy of Snapchat!” Boy, was I wrong. With SSPR’s own Instagram reaching its one-year anniversary, now’s the perfect time to dive into our new favorite social trend. (sspr.com)
  • But lots of business owners in the B2B space think of Instagram as a distraction, more suited to the flashy marketing tactics of consumer products than to the more serious world of B2B. What B2B marketers fail to realize, though, is that at the other end of every one of your marketing efforts is a human being — one who responds to the same tactics and appeals as any other person, whether they’re shopping for their own pair of shoes or new database software for their company. (convertr.io)

social media marketing

  • As we rekindle our social media marketing efforts, we’ll be more focused on using Instagram. At Databox, design is important to us. Our product, after all “visualizes” data. So, in addition to being a great way to showcase our work, we’ll be employing the lessons from the companies above. Follow us here to see what we’re up to. (databox.com)
  • If you were interested in social media marketing and could see yourself in Vancouver, you’d likely check their job board after seeing something like this. (databox.com)

target audience

  • Effective Online Marketing Strategy When building your online marketing strategy, brainstorm and set specific goals for your business. Leaving things unplanned is a recipe for a lukewarm presence that will not drive up sales or encourage customer loyalty. Promote your brand values through these channels and you will end up with actively engaged followers and customers. In short, if you create inspiring content you will connect with your target audience. (business2community.com)
  • KoMarketing focuses on their team and what is happening around their office for their Instagram posts. This approach has two benefits: it not only shows their target audience what the employees behind the scenes are like, but it gives potential employees a look into the company culture and how they would fit in. (komarketing.com)

Linkedin

  • Instagram isn’t just another channel to broadcast your existing B2B content — technical articles and infographics won’t have the same impact on Instagram as they would on Linkedin or even Facebook. Rather than simply repackaging your existing content, think of Instagram as a way to fill in the gaps, rounding out the public’s perception of your company. (convertr.io)
  • If you asked most about which social platform they assume is the major recruiting tool, they’d say Linkedin. And that’s true — it is a major tool for HR professionals and candidates to connect directly. But Instagram does a much better job of showing the perks of working at a particular company. Reddit shows some of their workplace values here: (databox.com)

Twitter

  • Live video on Instagram is definitely an article in itself, but essentially, it allows you to create live broadcasts on your Instagram Stories section. Live videos on Instagram can go for up to an hour, and then you have the ability to save the video file afterward to publish them on YouTube, Facebook, or another platform. It will not automatically publish to your profile after the broadcast is done like it does on Facebook and Twitter. (komarketing.com)
  • Hashtags are insanely popular on Instagram. Studies have shown that you can (and should) actually use more hashtags on Instagram than on Twitter. Keep Twitter hashtags to about two per post, whereas Instagram posts show the highest engagement at 11 or more hashtags per post. (komarketing.com)

Facebook

  • Instagram has become much more business-friendly since it launched, but it’s still not the easiest place to get your content seen. Much like Facebook, Instagram uses its own algorithms to decide what you’re likely to want to see. In order to get noticed and float to the top of timelines, you’re going to have to leverage a few tricks. (convertr.io)
  • Although it’s unlikely to lead to as many sales as platforms like Facebook, there’s still the opportunity to connect with industry leaders and reach other businesses. (snapagency.com)

marketing strategy

  • While brand storytelling isn’t a new concept, the rapid growth of social media and content marketing has provided B2B companies with greater opportunity to strategically tell their stories as part of a broader online marketing strategy. And brand awareness will only become more important to generating search results in the future. While these are just a few examples of some of the top B2B companies on Instagram, they realize the significance of utilizing the social media platform as a key device for storytelling. (komarketing.com)
  • The importance of having a well-developed social media marketing strategy is obvious from the fact that 92% of the people in the survey indicated that they considered social media marketing as an important element for business growth. This statistic continues to grow every year. (business2community.com)

brand awareness

  • Exclusive promotions are a great way to drive brand awareness and increase followers. Typically, when you think of promotions, you think of something very consumer-focused, like a product sale. But there are plenty of ways B2B companies can offer promotions and exclusive content through Instagram Stories; it all depends on your specific marketing goals. (sspr.com)
  • Increase brand awareness – Give customers a glimpse into the way you do your work, this builds trust. Do not focus on selling— Prioritize customer interaction and feedback. Be consistent— Develop a loyal following by being active and consistent. Mobile-focused strategy— Instagram enables you to connect with consumers via mobile. (business2community.com)

customer testimonials

  • The power of customer testimonials can’t be overstated — showing prospective buyers that you’ve encountered and solved their exact problems and needs before is a very compelling argument that they should do business with you. (convertr.io)
  • Another easy thing to do for customer content is to create a graphic template in Photoshop or an online tool like Canva for customer testimonials. This can be used multiple times, with new text in the main area. (komarketing.com)


Summaries

Should Your B2B Company Be On Instagram?

(komarketing.com)

  • For many companies, posting once a week is doable, so start with that goal then scale up to multiple times per week if you feel like you have more content to share.
  • The most popular posts on Instagram usually have a visual, artsy feel like this one, which was the most-liked post on Instagram for months until another celebrity photo took its place.
  • If you have an account (using a paid or basic free Buffer account ), you can even save your logo in Pablo and set it to be automatically added to all the images you create.
  • Like the university banner example mentioned above, showing how customers actually use your products or services can instantly give context to what you are offering.
  • This concept works for all industries too: if you make manufacturing parts, for example, you could take a short video or photo in a customer’s facility showing the part in action.
  • Having that many hashtags can get cluttered, so many users prefer to post the hashtags in a comment on the post, instead of the post caption.

Why Your B2B Brand Needs to be on Instagram

(distilled.net)

  • As with the other social channels you’re using to promote your brand, you’re going to have to create a specific strategy.
  • Instead, you want to think about Instagram as a way of telling your story as part of a larger online marketing strategy.
  • In fact, you can’t scroll through the Fedex Instagram feed without feeling as though, while you’re idly scrolling, they’re hard at work.
  • The impression, here, is that FedEx trucks are always moving, always delivering, always there.
  • B2B brands need to embrace the fact that marketing on Instagram is less about selling the benefits of your products and services, and more about establishing deeper connections with people including industry thought-leaders, employers, and prospective clients.

B2B Instagram Content: Tips and Tools for Marketers

(socialmediaexaminer.com)

  • Find tools to help you deliver B2B Instagram content that will raise brand awareness, strengthen customer loyalty, and grow an engaged community.

12 Noteworthy Examples of B2B Companies on Instagram

(komarketing.com)

  • @Microsoft
  • @HootSuite
  • @Oracle
  • @Intel
  • @IBM
  • @AmericanExpress
  • @Salesforce
  • @Fedex
  • @HP
  • @Cisco
  • @Staples
  • @KoMarketing
  • Final Thoughts

Should Your B2B Company Be Using Instagram?

(abstraktmg.com)

  • One of the most relevant social media applications today is Instagram, yet a lot of B2B companies aren’t using it.
  • Just like most social media sites, your business profile is free to set up, and unless you want to promote your content –  it will continue to be free.
  • A social media brand guide could potentially incorporate the following elements: Brand voice Image types and quality Grammar Terminology Image guidelines Expectations for customer interactions
  • Start posting content you’d like to see in your feed using relevant hashtags, and start following similar accounts.

Why Your B2B Company Needs To Be On Instagram

(snapagency.com)

  • You’re probably not going to acquire a whole bunch of new customers from Instagram, but you might get some.
  • More importantly, you can connect with your clients, future clients and show your brand to the world.
  • Social media isn’t just about trying to acquire new customers.
  • Using a platform like Instagram is an excellent way to humanize your brand.
  • Some B2B brands have used platforms like Instagram as an opportunity to represent their brands.

Can You Generate Demand for Your B2B Using Instagram?

(convertr.io)

  • The value of Instagram in B2C marketing is abundantly clear by now – thousands of brands are pouring millions of dollars into creating high-quality visual content to put on Instagram in order to attract customers.
  • People want to buy from people that they like, and that’s true whether the buyer is a single individual or a CMO making a company-wide purchasing decision.
  • Set up group events, whether in the office or outside it and encourage employees to share their experience and tag your company accounts.
  • You can repost their content or share your own, humanizing your company and showing the faces behind the brand.
  • Look for ways to build a relationship with followers, existing customers, and peers.

Why Your B2B Business Will Benefit from Instagram Stories

(sspr.com)

  • Instagram Stories recently hit over 200 million active users, which surpassed the 161 million users Snapchat claimed to have before its IPO.
  • It’s a fun way to show off your company and it also offers customers (and potential customers) an insider’s view of how your brand operates and what makes your business unique.
  • there are alternative ways to promote your brand’s marketing collateral.
  • One exciting new feature is ” Location Stories,” which aggregates public stories from specific, location-based areas.

7 Successful B2B Instagram Marketing Strategies

(databox.com)

  • 1. Embrace User-Generated Content
  • 2. Use Instagram to Show Off Your Employees & Culture
  • 3. Showcase Your Customers
  • 4. Show You Care About The Same Things Your Customers Care About
  • 5. Use Hashtags to Interact with Your Followers
  • 6. Showcase Your Physical Products
  • 7. Identify the Content That Works

Should Your Business Be On Instagram?

(business2community.com)

  • A business’ survival in today’s technology-driven world depends on the organization’s ability to effectively identify, engage, and retain its customer’s rapidly changing demands.
  • Whether you are a small business or a multi-national organization with a worldwide reach, the quickest way to reach customers is by developing an effective social media marketing strategy.
  • It is vital that you keep up with the rapidly changing world of social media marketing in order to make the most of your business.
  • There is no denying that every business needs to learn to develop short-term tactics for effective online marketing and also focus on a long-term strategy for promoting their products and services.
  • Effective Online Marketing Strategy When building your online marketing strategy, brainstorm and set specific goals for your business.

Can Instagram Really Work for B2B Marketing?

(oktopost.com)

Topics: Instagram, Facebook, Content Publishing API, customer story, specific niches, Automated Posts, a fresh view, rich experiences

  • At first, it may be tempting to leverage Instagram simply as another channel for broadcasting your existing content.
  • Zoom in on the ones that could make a true visual impact, whether it’s through images or videos, as seen by Yotpo’s post:  Tap into Employee Advocacy: Your company shouldn’t be the only one sharing content.
  • Despite this, the rise in Instagram Business accounts offers greater opportunities for B2B marketers to engage their audience and see a real ROI from Instagram.
  • Last week, Instagram also released the option to include a # or @ in your bio, which becomes live links that lead to a hashtag page or another profile.
  • While some B2B marketers may not want to invest ad spend into a network that was previously free, Instagram Ads offer a truly seamless way to target specific niches within your audience.

How to Use Frase Content Briefs to Accelerate SEO Writing

In 2019, SEO writing is all about creating content that accomplishes three things:

  1. Write content that matches user intent: The growth of Google’s Featured Snippets and direct answers, makes it more difficult to get people to click on your articles. Solving specific user problems in the form of direct answers has become extremely important.
  2. Write topically-optimized content: Google leverages AI to rank search results, making Google really good at understanding topic relationships, synonyms, and capturing the big picture behind search queries. For writers, this means that content needs be as comprehensive as possible. You have to go deep and wide with your topics.
  3. Write long-form content: There is evidence that Google prefers long-form content. The average post length among articles ranking on page one has 1,500 words. This may vary depending on industry and topic, but as a general rule, you should write long-form content to rank high.

Whether you are a freelance writer or content marketer, content creators are tasked with creating lots of articles that are expected to rank on Google.

Successfully ranking on Google is extremely time-consuming as you need to, (1) understanding user intent, (2) writing topically-optimized content, and (3) writing long-form content.

Frase-generated content briefs give you a strategic head start.

Frase Content Briefs

Frase Content Briefs give you a quick understanding of key data points for a chosen search query helping you accomplish all those time-consuming objectives we mentioned above.

Here are two examples of Frase-generated content briefs:

  1. What is SEO?
  2. How is AI transforming content marketing?

There are multiple sections in the Frase Content Briefs. The research provided helps you write quality SEO content.

Here is a breakdown of the sections:

Overview

The Overview section provides help-level data points including average word count, links per source, prominent title topics, and must-include topics.

Overview Section

You want to make sure your article reaches the average word count at a minimum. If the average word count provided for your query is low (below 1,500 words) that could be an opportunity to create a much longer article, to help Google notice and pick you as the winner against less comprehensive articles.

Links

Frase analyzes all links referenced across top results.

Links Section

It is crucial to include useful links pointing to authoritative sites.

If the average link count is high (ten plus links per source), you can assume your competitors are writing highly educational content that requires a great deal of context and detailed explanations.

When appropriate, embed links like Youtube videos in your content.

Topics

List of the 20 top most important topics.

Frase analyzes the full text of search results to extract key topics and sorts them by importance and provides you with a list of topics you should incorporate in your content.

It’s important to make sure your article is comprehensive and covers all the topics. Do not compromise readability by just stuffing topics into your article. Instead, add new sections and make your article longer.

Statistics

Frase identifies sentences that mention facts and statistics across search results.

Statistics Section

Most people enjoy reading content that is backed up by facts and reputable information. Incorporate as many statistics as possible in your article to show your readers how much you care about research.

Summaries

Frase generates a bulleted summary for each source.

Summaries Section

Summaries are a useful way to get a high-level understanding of your competitor’s content. You may have to dig a little deeper into their content by visiting their site and reading their content in full.

Headlines

Competitor’s headlines and sub-headlines are provided for inspiration when planning your article format. When you have created a solid outline, you will want to add key topics that should be mentioned in each article.

Headline Analysis

Conclusions

  • Content Briefs save you time doing article research and lets you be strategic and focus on creativity.
  • Use data from Content Briefs to make sure your content meets the goals necessary to successfully rank on Google.
    1. User intent: Is your content addressing a specific user query?
    2. Topic optimization: Are your topics helping Google understand why your content is the best possible choice?
    3. Long-form: Are you providing detailed and authoritative content?
  • Keep it human: AI and automation are great, but your readers are human. Find a balance where technology makes you more productive, but also more human.

What is the difference between growth hacking and product marketing?

Introduction

Startups are seeking growth at 20% month over month whereas traditional companies are happy with 5%.

Traditional methods of marketing multiple products with established teams don’t always support the kind of rapid growth startups need to gain traction as they identify their market and refine their product.

Growth hacking allows for agility and a faster return on investment with smaller teams and fewer resources.

Statistics

  • Products either captivate the first 15% of the market or they go to die there. (neilpatel.com)
  • If your target customer is “everyone,” there’s no way to growth hack through that first 15% because you don’t even know who to convince to buy. (neilpatel.com)
  • One of the questions I ask myself is “What are the 20% of activities that led to 80% of value creation? (brianbalfour.com)
  • You should never be afraid to fail – at least 70% of my growth ideas have failed. (growthmarketingconf.com)
  • It’s all about speed and finding the quickest way to test your ideas because 80% of your ideas will probably fail. (conversionxl.com)
  • If it’s retention, your goal can be to improve it by 20% in the first month. (wegrowth.com)
  • Startups intend to grow at 20 percent month over month (or more), while corporations are satisfied with 5 percent year over year. (thenextweb.com)
  • How do I eke out another few percent and keep the business growing? (thenextweb.com)
  • If it’s retention, your goal can be to improve it by 20% in the first month. (omnidevelopment.net)
  • Dropbox increased their signups by 60% with a referral tactic. (omnidevelopment.net)
  • Meaning, they don’t want to know that 65% of customers ” were likely to use the product for its smell” but rather that ” they used the product right after cleaning and especially liked the vanilla scent because it reminds them of the cookies their mom used to bake”. (medium.com)
  • A corporation might aim to grow at a rate of 5% per year, while startups might have to grow at a rate of 20% or more per month to keep up with the market. (hannonhill.com)

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Sources


Top News Stories

Is Growth Hacking Still Relevant? – March 8, 2019 (cmswire.com) 

  • For years, growth hacking has been all the buzz in the marketing world.
  • According to this  Google Analytics graph, interest in the search term ” growth hacking” reached its peak popularity in 2017.
  • Here are some relevant analogies and examples: Bruce Clay came up with a search engine optimization (SEO) strategy called ” siloing ” for website architecture.
  • More recently, Matthew Howells-Barby of HubSpot popularized the term ” topic clusters” in the SEO world.

How to Leverage the Growth Hacking Mindset – March 26, 2019 (business2community.com)

  • It’s really a mindset that today’s marketers and today’s effective marketers need to have.
  • Now back in the day when you wanted to sell a product you hired a guy that went door to door, house to house, he had a briefcase and he began to pitch these products, these tools, these vacuum cleaners or combs or scrub brushes or whatever it was to the people in mind.
  • You need to narrow your target down and understand who it is that’s going to really enjoy your product because those are the people who are going to help make that product viral.
  • We hear this all the time, ” Oh, I just wanna go viral,” ” I want a viral video,” ” I want my stuff to go viral on Instagram.
  • There used to be this social media platform called MySpace and people loved MySpace, in fact, they flocked away from a tool called Friendster into MySpace because they could do much more with their space.

Topics

  • growth hacker
  • Growth Hacking
  • pay per click
  • viral loops
  • product development
  • social media
  • search engine optimization
  • Email marketing
  • content marketing
  • user experience
  • target audience
  • conversion rates
  • brand awareness
  • landing page
  • working growth hacks
  • search optimization
  • existing users
  • word of mouth
  • marketing channels
  • guest blogging

Highlights for top topics

growth hacker

  • Since startups are typically under tight resource constraints, they typically embrace the world of growth hacking. Most growth hacker s are skilled in coding since many startups do not have the resources to hire a full-time marketing team. This skillset allows growth hackers to use many unconventional marketing tactics as they aren’t limited by the status quo; they will test new technology, tools, and techniques that larger companies might be slower to adopt. (hannonhill.com)
  • The key difference is that growth hackers don’t operate on a “let’s throw stuff against the wall and see what sticks” methodology like most digital marketers do, but instead test out (nearly) all options available to them in small scale experiments, collect data from those (see above) and then use that data to make informed decisions about which programs to scale. That is why they find the stuff that really works much quicker than others do. (medium.com)

Growth Hacking

  • A variety of strategies could be considered Growth Hacking , with some popular examples being: referral programs, giving away free items, partnering with larger companies, and making your product accessible “by invitation only” to give an air of exclusivity. There are also plenty of instances of unethical growth hacking such as: creating fake reviews for products, buying fake followers for social media pages, and spamming email addresses scraped off the internet. These types of practices give growth hacking a negative connotation, and while they do happen, they should be considered the exception and not the rule. (hannonhill.com)
  • Furthermore, Growth Hacking is not a new practice, just a new term. Anyone who figured out how to game Google’s algorithm (aka SEO) was leveraging both creativity and analytics to rapidly grow their company. Amazon’s legendary use of A/B testing surely fits into the category of growth hacking. So does LinkedIn’s ingenious email importing scheme (where users were prompted to let LinkedIn import their email contacts and send them a note inviting them to the service). (thenextweb.com)

pay per click

  • Pay per click (PPC) campaigns  – paid online advertising as a way of buying visits to your site rather than earning them organically. (omnidevelopment.net)
  • Pay per click (PPC) campaigns – paid online advertising as a way of buying visits to your site rather than earning them organically. (wegrowth.com)

Sean Ellis

  • “Growth” is the easier half to understand: as Sean Ellis says, a “ growth hacker’s true compass is north .” (thenextweb.com)

viral loops

  • In the process of growth hacking, growth hackers rely on different techniques and skills, including search engine optimization, website analytics, content marketing , copywriting, remarketing, referral, A/B testing, users feedback, guest blogging, social media campaigns, paid search optimization, viral loops, word-of-mouth marketing, etc. (wegrowth.com)
  • In the process of growth hacking, growth hackers rely on different techniques and skills, including search engine optimization, website analytics, content marketing, copywriting, remarketing, referral, A/B testing, users feedback, guest blogging, social media campaigns, paid search optimization, viral loops, word-of-mouth marketing, etc. (omnidevelopment.net)

product development

  • The old way of doing things meant having a product team come up with a great product that then gets handed off to the marketing team whose sole focus is to promote it. The marketing team, therefore, had no say in product development and couldn’t give the product team any feedback that they were getting from customers. In other words, ya had to promote the thing whether it was sh** or not. (medium.com)

social media

  • Content marketing  – creating and sharing online material such as blogs, videos, and Social media posts. Content isn’t there to simply promote a brand or a company; it’s more about getting an audience interested in products or services. (omnidevelopment.net)
  • Content marketing – creating and sharing online material such as blogs, videos, and Social media posts. Content isn’t there to simply promote a brand or a company; it’s more about getting an audience interested in products or services. (wegrowth.com)

search engine optimization

  • In order to do that, they use almost the same channels as growth hackers:  Google Analytics, link building, CRM, video marketing, landing page conversions, Google AdWords, blogging, Search engine optimization, etc. (wegrowth.com)
  • In order to do that, they use almost the same channels as growth hackers:  Google Analytics, link building, CRM, video marketing, landing page conversions, Google AdWords, blogging, Search engine optimization, etc. (omnidevelopment.net)

Email marketing

  • Email marketing  – using emails to send advertisements, but also to build loyalty, trust, or brand awareness. (omnidevelopment.net)
  • Email marketing – using emails to send advertisements, but also to build loyalty, trust, or brand awareness. (wegrowth.com)


Summaries

Growth Hacking vs. Digital Marketing: What’s the difference? | WeGrowth

(wegrowth.com)

  • You get to set your objectives, run an experiment, use some growth hacking tools, measure the effects, and move quickly towards new objectives in order to find uncovered growth options for traffic, sales, retention, views, backlinks, shares, comments and more.
  • In the process of growth hacking, growth hackers rely on different techniques and skills, including search engine optimization, website analytics, content marketing, copywriting, remarketing, referral, A/B testing, users feedback, guest blogging, social media campaigns, paid search optimization, viral loops, word-of-mouth marketing, etc.
  • Digital marketing is a global term used to describe the process of promoting brands, companies, products or services via different online media, channels, tools, and tactics.
  • Social media marketing – developing an online presence by attracting large numbers of internet followers through social media channels such as Facebook, Instagram, Twitter, and YouTube.
  • In order to do that, they use almost the same channels as growth hackers:  Google Analytics, link building, CRM, video marketing, landing page conversions, Google AdWords, blogging, search engine optimization, etc.
  • As you can see, growth hacking lies somewhere between marketing and technical knowledge, which is why digital marketers can become growth hackers if they have a strong analytical and technical mind.

The Difference Between Growth Hacking and Marketing

(thenextweb.com)

  • Growth hackers utilize analytical thinking, product engineering and creativity to significantly increase their company’s core metric(s).
  • Anyone who figured out how to game Google’s algorithm (aka SEO) was leveraging both creativity and analytics to rapidly grow their company.
  • By one definition, it means programmer – someone who builds features that encourage a company’s product to experience viral growth.
  • Here is a laundry list of the primary tactics most growth hackers use: Viral Acquisition:  Leveraging built-in product features to encourage existing users to share your product with new users.
  • Content Marketing:  Leveraging blog posts, infographics, and viral videos to increase brand awareness and site traffic.

What is the difference between ” growth hacking” and ” product marketing”?

(growthhackers.com)

  • You then work with the marketing teams (shared services) to execute your marketing strategy for the product.
  • Growth Hacking is all about improving numbers focusing on doing.
  • I think the new breed of product marketer understands how GH’ing can be applied effectively and maybe even share some larger picture product marketing.

What is Growth Hacking & The Differences To ‘Regular Marketing’

(medium.com)

  • While their marketing brethren chase vague notions like ‘branding’ and ‘mind share’, growth hackers relentlessly pursue users and growth - and when they do it right, those users beget more users, who beget more users.
  • That’s better (and long), but you’re probably still wondering what exactly makes a Growth Marketer / Growth Hacker or whatever you want to call it different from a Digital Marketer or Marketing Manager.
  • So instead of taking the product as is and heading out to solely focus on promoting a static product, Growth Marketers use their findings and learnings from talking to customers and operations in the market to help the product team improve the product.
  • They conduct something called customer interviews and while market research and surveying customers are as old as marketing itself there is a key difference between those methods and what Growth Marketers do.
  • While questionnaires and surveys are looking for quantitative data Growth Marketers look to gather qualitative data from their customer interviews.
  • These interviews provide great context for the qualitative data that Growth Hackers gather and help them understand their customer base very, very, very much (more than regular marketers).

Differences Between Traditional Marketing and Growth Hacking

(vbout.com)

  • Traditional marketing focuses on getting customers to like your product, and growth hacking is making a product that your customers like.
  • A user-acquisition strategy which includes content marketing and SEO.

The Difference Between Growth Hacking And Traditional Marketing

(growthdevil.com)

  • Growth hacking is the art of mixing product characteristics, pertinent data and nimble marketing to create fast growth.
  • If a startup is pre-product/market fit, growth hackers can make sure virality is embedded at the core of a product.
  • Keep people that are in the funnel already engaged on your site before adding new prospects.
  • Software entrepreneurs must determine which activities create the most stickiness.

Growth Hacking vs. Digital Marketing: What’s the Difference?

(digitalproductone.net)

  • You get to set your objectives, run an experiment, use some growth hacking tools, measure the effects, and move quickly towards new objectives in order to find uncovered growth options for traffic, sales, retention, views, backlinks, shares, comments and more.
  • In the process of growth hacking, growth hackers rely on different techniques and skills, including search engine optimization, website analytics, content marketing, copywriting, remarketing, referral, A/B testing, users feedback, guest blogging, social media campaigns, paid search optimization, viral loops, word-of-mouth marketing, etc.
  • Digital marketing is a global term used to describe the process of promoting brands, companies, products or services via different online media, channels, tools, and tactics.
  • Social media marketing – developing an online presence by attracting large numbers of internet followers through social media channels such as Facebook, Instagram, Twitter, and YouTube.
  • In order to do that, they use almost the same channels as growth hackers:  Google Analytics, link building, CRM, video marketing, landing page conversions, Google AdWords, blogging, search engine optimization, etc.
  • As you can see, growth hacking lies somewhere between marketing and technical knowledge, which is why digital marketers can become growth hackers if they have a strong analytical and technical mind.

What is Growth Hacking? | 4 Differences It Has vs Traditional Marketing [2019 Infographic]

(impactbnd.com)

  • From Mary-Kate and Ashley to The Parent Trap, mainstream portrayals of twins always made it seem like a good time.
  • In many ways, Growth Hacking and Traditional Marketing are a lot like these twins.
  • Both come from the same place, wanting to achieve organizational growth and success, but each takes a very different route to get there.

Links

wegrowth.com

impactbnd.com

growly.io

blog.linkody.com

websitebuilder.org

andrewchen.co

What are the necessary skills needed to succeed as a marketer in the age of AI?

Introduction 

The time has come. The age of artificial intelligence has arrived.

I can’t speak for anyone else, but as a marketer, I don’t want to be left behind.

Marketers know all too well the impact skills gaps have on a marketing teams ability to produce results.

Wondering where to start? Frase has pulled together some great research on AI marketing skills to help give you a quick jump start.


Statistics

Venngage discovered that 45% of marketing job ads listed data analysis as a requirement, while only 3% of marketers included it as one of their skills. (sujanpatel.com) Click To Tweet
  • Over the last five years, jobs requiring AI  have increased by 450%. (quicksprout.com)
  • As you can see from this graphic, AI is the fastest growing marketing technology with anticipated year-over-year growth of 53%. (quicksprout.com)
  • You can’t rely on the implementation of AI to handle this for you 100% of the time. (quicksprout.com)
  • Studies show 29% of brands that have adopted artificial intelligence use it to perform automated data analysis. (quicksprout.com)
  • And 26% use the technology for automated research reports and information aggregation. (quicksprout.com)
  • An additional 26% are using AI for operational and efficiency analysis. (quicksprout.com)
  • Studies show 84% of marketers agree AI will help them gain or sustain a competitive advantage. (quicksprout.com)
  • Mobile is gradually becoming the primary way we consume online content —  48% of consumers, for example,  start mobile research with a search engine, while 26% start with a branded app. (blog.hubspot.com)
  • Your product may kill 99.5% of bacteria, but what sells it is the fact that they’ll be able to keep their family healthy and safe from germs or serious illnesses. (coschedule.com)
  • Venngage discovered that 45% of marketing job ads listed data analysis as a requirement, while only 3% of marketers included it as one of their skills. (sujanpatel.com)
  • 92% of marketers believe it’s important for business, and more than 50% using it report that it has improved sales. (sujanpatel.com)
  • For starters, a recent Venngage study of job postings and 460K marketers on LinkedIn found that 20% of the jobs listed HTML as a requirement, while only 3% of the marketers had it down as a skill. (sujanpatel.com)
  • The American Marketing Association has it as one of their 7 necessary skills, and found 13% of job postings listed it as a required skill. (sujanpatel.com)
  • Organic search accounts for up to 95% of your desktop traffic, and likely less but still the lion’s share on mobile, so learning how to rank as high as possible on the results page is absolutely crucial in 2017. (sujanpatel.com)
  • In fact, 29% of respondents said they won’t be using digital marketing in 2019! (krusecontrolinc.com)
  • A recent study found that only 3% of marketers are competent in analyzing data. (krusecontrolinc.com)

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10 Principles of Modern Marketing | MIT Sloan Management Review – April 3, 2019

(sloanreview.mit.edu)

  • Technology Is Just the First Step
  • Experience Is the New Brand
  • A New Type of Customer Relationship Prevails
  • Connect With Customers Online and Offline
  • Value Creation, Communication, and Delivery Still Rule
  • Data and Testing Are the New Lifeblood
  • Creativity Remains King
  • Don’t Try to Do It Alone
  • Have a Bigger Purpose: Do Good
  • Marketing Leadership Has Changed

Top 4 Sales Skills Needed in an AI-Centric Economy

(customerthink.com)

  • Creativity: People who can think outside the box and identify new resources to solve intractable problems will be in demand in the salesforce of the future, just as they are now. A sales rep who can be spontaneous while delivering a presentation will continue to have an edge. True creativity is something that is exclusively human — at least for now. And whether or not machines ever develop creative abilities, an imaginative sales rep who can work with AI-generated data and recommendations will have a significant advantage. Creativity is also a quality that can inspire others so creative sales reps will continue to make contributions to the sales team, regardless of how AI advances.
  • Compassion: The ability to understand customers and empathize with their pain-points is another human quality that machines can’t yet match. AI is extremely good at analyzing large datasets and generating insights about where prospects are in the customer journey and what motivates them to buy. But that’s not the same as truly getting to know customers on an individual level and understanding their unique requirements, past experiences and current perspectives. Sales reps who have compassion go the extra mile to see things from the customer’s point of view. They can put themselves in the customer’s shoes when viewing sales material (noting ways to make it stronger) and build and sustain resilient relationships. That will remain valuable.
  • Social intelligence: While AI can analyze customer sentiment and provide valuable insights, it can’t understand human beings on a social level — only other human beings can. It takes a person with strong social intelligence skills to succeed in sales, including the ability to understand non-verbal cues, comprehend subtext, detect humor, and recognize sarcasm. Since some experts estimate that up to 93 percent of communication is made up of body language and tone of voice, it’s clear that machines won’t be able to effectively handle critical interactions with customers anytime soon. That means social intelligence will remain a highly prized skill for sales reps.
  • Connection: People make connections with each other — it’s in our DNA. That simple fact is behind the persuasive power of advertising and the worldwide reach of social media. Making connections is a critical skill for sales reps now, and it will remain so as AI advances. The ability to intuit what makes customers tick, build a relationship and retain business year-after-year through personal loyalty is a great complement to the capabilities AI delivers, including product recommendations and target customer lists. AI can let the sales rep know which prospects are ready to purchase which product, but it is the sales rep who makes the human connection.

AI skills: 5 ways to build talent internally – January 21, 2019

(enterprisersproject.com)

  • ” Despite its evocative title, AI is remarkably similar to other fields in information technology, in that success comes through continuous learning, training, and great processes,” says Zachary Jarvinen, head of technology strategy for AI and analytics at OpenText.
  • Reihl and other execs who are already doing this in their organizations describe a common foundation for success in building AI skills in-house: Give enthusiastic people opportunities to learn and then give them opportunities to actually practice what they’re learning.
  • You can certainly start small if you want, but the leadership team needs to actually create the time and resources people need to really commit to learning AI skills and technologies.
  • Jim Johnson, senior VP at  Robert Half Technology, notes that in addition to high-quality online courses in AI, in-person learning (including partnered with a local school) can happen both on-site or by sending people off-site for coursework.
  • “Help your employees get the technical skills they need by providing training resources for them, whether that be a skills development course at a local university or bringing someone in-house to train your team,” Johnson says.

Sources

Topics

  • marketing strategy
  • successful marketer
  • social media
  • data analysis
  • infographic
  • customer service
  • social media marketing
  • content marketing
  • marketing automation
  • copywriting
  • decision making
  • Google Analytics
  • great deal
  • good marketer
  • modern marketer
  • crucial skills
  • certain skills
  • best answers
  • marketing world
  • Social Media Skills

Highlights for top topics

marketing strategy

  • I just had a small business reach out to me for marketing advice. They had been bootstrapping it for a year and were at a point where a digital marketing strategy was sorely needed. A few months back, they tried PPC/Adwords but said, “Because we didn’t have a strategy, we spent a lot and got very little.” (krusecontrolinc.com)
  • Whether it’s your desktop or the latest marketing campaign, as a marketer you need to be able to coordinate smaller things into meaningful larger chunks. This includes building a marketing team or a content marketing strategy. In essence, you’ve got to keep a lot of balls in the air at once. (sujanpatel.com)

successful marketer

  • Do you have what it takes to be a successful marketer? Digital marketers are quickly becoming jacks-of-all-trades. The industry needs people who can do everything from crunch data to create media. If you want to take your marketing to the next level, check out this marketing skills list for the 7 essential skills you need to master. (formstack.com)
  • For that reason, being a successful marketer today might appear to require a never-ending list of skills. Where do you need to excel — content creation, social media, web analytics, or all of the above … and more? (blog.hubspot.com)

social media

  • Many marketers are trained to draw a bold line between marketing and advertising. But the latter, in its digital and analytical form, has become the work of the savviest marketers. That includes things like creating strategic ads on different social media channels, as well as pay-per-click (PPC) campaigns. According to TEK systems, some of the other specific skills that fall under this umbrella are: Search engine optimization/marketing (SEO/SEM) Digital business analytics — data like Google Analytics and Facebook Insights Digital project management (blog.hubspot.com)
  • Adaptability. Adaptability is a key skill that should be displayed by all modern marketers who don’t plan to change their profession anytime soon. Why? Take a look around. The so-called complete marketer is now the 21 st century version of the Homo Universalis, who basically has a plentitude of intellectual interests and is good at everything. From creating content creation to analyzing web analytics and developing and creating successful social media campaigns, the modern marketer can do it all on time and on a budget. (expresswriters.com)

data analysis

  • In fact, LinkedIn has listed “data analysis ” as a top 3 skill for all professions in the past few years. Hubspot predicts a 1.5 million shortage of data marketers by 2018. The American Marketing Association has it as one of their 7 necessary skills, and found 13% of job postings listed it as a required skill. Venngage discovered that 45% of marketing job ads listed data analysis as a requirement, while only 3% of marketers included it as one of their skills. (sujanpatel.com)
  • The top ten most in-demand jobs are expected to be: data analysis Medical technicians/workplace ergonomics experts Sales and marketing specialists Customer service reps Management analysts Software developers/computer programmers Doctors/Veterinarians Product designers/app designers Teachers Accountants/auditors (magiwebsa.com)

infographic

  • As the infographic puts it, ” The website is the face of your brand.” It’s often the first line of interaction that a customer will have with your company — that’s why optimal user experience is imperative. After all, that’s one of the core principles of inbound marketing: Create the content that’s going to draw and benefit your buyer personas. (blog.hubspot.com)
  • You don’t have to be a designer to be a marketer. You just have to be able to spot good design and bad design. You have to know what both attracts and repels people. And that includes the products and services you represent, websites, emails, videos, PPC ads, infographic s, landing pages, and every other type of content. (sujanpatel.com)

customer service

  • Marketing is one discipline that must play nice with several other disciplines like sales, finance, customer service, and IT, to say nothing of those in the marketing department itself (copywriters, graphic designers, programmers, etc.). You must be able to work well with others. Teamwork is paramount to creating great marketing—so be humble and seek the expertise of other people and not just your own. (sujanpatel.com)
  • This boils down to the exchange of information between you and the public. How much and when do you reveal the new product you’re creating? How do you respond to a customer service nightmare? How you deal with these issues is the difference between positive and negative public opinion. (sujanpatel.com)

social media marketing

  • Pro Tip: When you’re ready to hire your social media marketing manager or agency, take advantage of   >>these 10 questions<<  to ask your candidates. Their answers will inform your decision and help you pick the right person or vendor. (krusecontrolinc.com)
  • Not everyone who says they can do social media marketing has actually done it successfully! (krusecontrolinc.com)

content marketing

  • When you put yourself in your audience’s shoes, it becomes easier to acknowledge struggles and think critically about the best solutions. That’s why empathetic content marketing is such a powerful strategy for small businesses — both B2B and B2C. (krusecontrolinc.com)
  • This is another sub-set of marketing that should be in every marketer’s toolbox. Modern marketing is primarily digital marketing, and digital is still primarily content marketing. (sujanpatel.com)

marketing automation

  • The Marketing automation industry grows exponentially each year. As marketing automation tools continue to improve and multiply, it won’t get any easier to navigate in 2019. Shrewd marketers command the use of specific tools while also investigating and re-evaluating to discover new and enhanced solutions. (krusecontrolinc.com)
  • You need to be familiar and comfortable using CRM, email marketing solutions, graphic design platforms, CMS, analytic platforms, scheduling and messaging apps, spreadsheets, social media, marketing automation, and many other existing and emerging tools. (sujanpatel.com)

copywriting

  • Modern marketers may need to draft a compelling and engaging blog post, press release, video script, case study, white paper, product description, landing page, or any of a hundred other things. General writing and copywriting skills are essential. Practice. Take a course. Write, write, write. (sujanpatel.com)
  • Unlike content writing, copywriting is all about selling. Mastering this form of writing means that you can craft copy that sells your product in a snap. (coschedule.com)


Summaries

12 Marketing Skills You Need to Survive in the Age of AI

(quicksprout.com)

  • 1. Adaptability
  • 2. Communication
  • 3. Budget allocation
  • 4. Ability to analyze big data
  • 5. Coding
  • 6. Content creation
  • 7. Security
  • 8. Ethics
  • 9. A competitive spirit
  • 10. Delegation and time management
  • 11. Thirst for learning
  • 12. Big picture mindset

Must have skills for a marketer in the age of AI

(dashmote.com)

  • This may seem obvious, but CMOs and marketers need to understand how these technologies work in order to know which resources are actually required for the future of their marketing endeavors.
  • AI is undoubtedly changing marketing as you know it, so if you are not up to speed with the latest developments, then your competitor certainly will be.
  • When it comes to top management and understanding analytics, democratization will be key.
  • Ultimately though, when it comes to big data and analytics this will take time.

5 Essential Skills Marketers Need to Succeed This Year [Infographic]

(blog.hubspot.com)

  • 1) Digital Advertising
  • 2) Social Marketing
  • 3) Website Design/Development
  • 4) Content Development
  • 5) Mobile Marketing

The 48 Most Essential Marketing Skills You Need to Be Successful

(coschedule.com)

  • The Ability to Write Well
  • Internal Communication Skills
  • Interpersonal Communication Skills
  • Be A Confident Public Speaker
  • Maintain an Attitude of Lifelong Learning
  • Be Type A Organized
  • Know How To Set Goals
  • Understand the Difference Between Goals, Strategies, and Tactics
  • Be An Active Listener
  • Know How to Collaborate Across Multiple Teams
  • Research Everything
  • Openness To Trying New Things
  • Understand How Responsive Design Works
  • Grasp the Basics of Adobe Creative Suite
  • Knowing How UX and UI Plays a Role In Your Customer Interaction
  • Keep Common Design Specs and Sizes On Hand
  • Know How To Communicate Visualization Needs to Your Designer
  • Understanding The Basic Principles of Graphic Design
  • Know How to Write For Each Social Channel
  • Have a Decent Amount of Social Media Algorithm Knowledge
  • Be Able to Keep Up With Social Trends and Ideas
  • Being Disciplined to Not Chase After Every New Network
  • Understand Marketing Strategy (And How to Apply It to Social Media)
  • Know How to Generate Creative Campaign Concepts
  • Being Able to Write Clear Content That Informs
  • Master the Art Of Copywriting To Sell
  • Be A Storyteller
  • Know How to Use Your Content To Teach
  • Be Persuasive
  • Have Strong Research Skills
  • Know How to Measure Your ROI
  • Be Well-Read
  • Have a Deep Understanding Of How The Marketing Funnel Works
  • Be Able to Interpret Customer Data to Influence The Decision Making Process
  • Know and Understand Data Science
  • Know How to Use Data to Tell a Story
  • Understand Data Visualization
  • Have a Basic Knowledge of Coding
  • Gather the Inside Data You Need From Your Website and More With Google Analytics
  • Know How to Build Custom Dashboards and Reports in Google Data Studio
  • Competency Using Social Media Publishing Tools
  • Experience Using Editorial and Marketing Calendar Tools
  • Know How to Use a Content Management System
  • Know How to Use SEO Tools
  • Customer Response Management Tools
  • Marketing Analytics Tools
  • Basic Photoshop Skills
  • Heat Mapping Tools

7 Marketing Skills You’ll Need by 2020

(magiwebsa.com)

  • 1. Complex Problem Solving Skills
  • 2. Critical Thinking
  • 3. Creativity
  • 4. People Management
  • 5. Emotional Intelligence
  • 6. Negotiation Ability
  • 7. Cognitive Flexibility

7 Skills New Marketers Need | Formstack

(formstack.com)

  • The industry needs people who can do everything from crunch data to create media.
  • If you want to take your marketing to the next level, check out this marketing skills list for the 7 essential skills you need to master.

6 Skills of Successful Marketers | Salesforce Pardot

(pardot.com)

  • 1. Know how to use the tools at your disposal.
  • 2. Have a global perspective.
  • 3. Fine-tune your writing skills.
  • 4. Be flexible.
  • 5. Know how to read numbers.
  • 6. Understand how SEO, content marketing, and social media contribute to your strategy.

50 Skills Every Marketer Should Have 

(sujanpatel.com)

  • 1. Customer-centric
  • 2. Storytelling
  • 3. Speed Reading
  • 4. Building Associations and Making Connections
  • 5. Interviewing
  • 6.  Describing the End Game
  • 7. Creative
  • 8. Speaking
  • 9. Teaching
  • 10. Writing
  • 11. Active Listening
  • 12. Collaboration
  • 13. Giving Feedback
  • 14. Adaptable
  • 15. Understand Data and Metrics
  • 16. Results-Oriented
  • 17. Direct Marketing
  • 18. Persuasive
  • 19. Negotiating
  • 20. Analyzing Emotions
  • 21. Search Engine Optimization
  • 22. Content Marketing
  • 23. Public Relations
  • 24. Social Media
  • 24. Manage Multiple Projects
  • 26. Research
  • 27. Leadership
  • 28. Decision Making
  • 29. Networking
  • 30. HTML
  • 31. Authority Building
  • 32. Anticipating and Handling Objections
  • 33. Closing Sales
  • 34. CRO
  • 35. Reciprocity
  • 36. Building Scarcity
  • 37. Pricing
  • 38. Testing
  • 39. Metrics
  • 40. Compression
  • 41. Positioning
  • 42. Mobile
  • 43. Organized
  • 44. Data Visualization
  • 45. Tech Savvy
  • 46. Recognizing Great Design
  • 47. Creating Innovation
  • 48. Kissing Butt
  • 49. Motivating Others
  • 50. Courage

8 Skills Every Small Business Marketer Needs in 2019 | Kruse Control Inc

(krusecontrolinc.com)

  • 1. Web Design
  • 2. Comprehensive Writing Capabilities
  • 3. Strategy Development and Deployment
  • 4. Data Analysis
  • 5. Social Media Savvy
  • 6. Marketing Automation
  • 7. Decisiveness
  • 8. Empathy

10 Necessary Skills for Today’s Modern Marketers – Express Writers1

(expresswriters.com)

  • From creating content creation to analyzing web analytics and developing and creating successful social media campaigns, the modern marketer can do it all on time and on a budget.
  • At this point, all modern marketers should put this skill to good use and learn how to explore technological advancements to their best advantage.
  • Therefore, today’s marketers should be able to tap the enormous potential of social media to represent the best interest of their clients.
  • All in all, whether they want to improve brand awareness, boost customer loyalty, attract a new segment of potential buyers or stimulate sales, social media networking websites are the perfect channels where modern marketers can distribute their messages and turn their objectives into accomplishments.
  • Blogs are not overly adorned bedtime stories; they are extremely powerful tools used by modern marketers to interact with prospects, improve the online presence of a certain company and ultimately drive business growth.

What are the most important KPIs to measure content marketing ROI?

Introduction 

Does anyone other than me wonder why marketers do not measure content marketing ROI?

It’s almost impossible to read an article about content marketing that doesn’t give some crazy low percentage of marketers measuring their content marketing.

Like this one from Convince&Convert with Jay Baer:

"87% of B2B marketers say they use analytics tools to manage their content marketing efforts, but only 35% say they measure content marketing ROI." Click To Tweet

In the 2018 B2B Content Marketing report from Content Marketing Institute and MarketingProfs, one of the top reasons given for not measuring content marketing ROI is, “We don’t know how to do this.”

I am sure that anyone working in marketing today can relate to being overwhelmed by everything you know and learn to stay relevant and continue to meet today’s aggressive growth goals.

Here at Frase, we are right there with you! Marketing is hard, so we want to help you out by providing answers to questions everyday marketers have by researching for you.

Below you will find lots of recent relevant content to help you better understand what the most critical KPIs are for measuring your content marketing ROI.


Statistics

  • According to DemandMetric, content marketing costs 62% less than traditional marketing and it generates about 3 times as many leads. (contentwriters.com)
  • According to statistics from the 2017 Content Marketing Institute research, about 81% of their respondents conduct research before they bring a vendor in to discuss a project. (contentwriters.com)
  • According to the same research, 62% of respondents want content that speaks to their needs or pain points. (contentwriters.com)
  • The basic formula for ROI is net profit / total investment x 100 = ROI percentage. (contentwriters.com)
  • With social media sites like Twitter, Facebook, LinkedIn, Google+, Pinterest, and Instagram you might not have all the time in the world to effectively utilize every platform, but breaking them down by the number of leads, customers, and percentage of traffic coming from each will help you determine where to focus your efforts. (impactbnd.com)
  • The second most important thing is perhaps percentage change, month by month. (blog.siodigital.com)
  • Leads generated from digital marketing as a percent of total visits come next. (blog.siodigital.com)
  • The bounce-rate-percent metric measures visitors that ignore our calls to action, click to bounce away, and never return to darken our internet portal again. (blog.siodigital.com)
  • We can assess the relative stickiness of these media by comparing the percentage of total leads we get per channel. (blog.siodigital.com)
  • The percentage conversion rate of landing pages is a critical success factor. (blog.siodigital.com)
  • The percent of total pages read relates the story. (blog.siodigital.com)
  • The percentage of emails that are opened and then clicked is the acid test for the success of email marketing. (blog.siodigital.com)
  • There is no fixed number regarding the increase in the percentage of website traffic. (shanebarker.com)
  • Relying primarily on influencers for their marketing needs, they managed to improve their site traffic by 204 %. (shanebarker.com)
  • 81% of the respondents believe that engagement is the ultimate influencer marketing KPI and all others pale in comparison. (shanebarker.com)
  • According to the study, the average the rate of conversion via influencer marketing is 2.55%. (shanebarker.com)
  • The Linqia study from earlier reported that 34% of marketers use influencer marketing to improve the online and in-store product. (shanebarker.com)
  • In fact, the previously cited Linqia report puts the number of marketers facing this issue at 78%. (shanebarker.com)
  • For example, a page will have a bounce rate of 100% when the user leaves the site a couple of seconds after the visit because the content is uninteresting to him or it does not answer his query. (performancemagazine.org)
  • However, the bounce rate will be the same to 100% when the user navigates to your page of 5000+ characters, reads it to the end, gets a full answer to the question, after which he will close it to get back to his business. (performancemagazine.org)
  • Engagement rate is the percentage of page views where users engaged with your content for more than 30 seconds. (insights.newscred.com)
  • Retention refers to the percentage of customers you retain. (techwyse.com)
  • And as we did 20% more posts, this meant we nearly doubled (+86%) the number of times our content was shared. (blog.scoop.it)
  • 33% of our 2015 posts were hits and though they did about the same share of total traffic, they contributed to 60% of our leads. (blog.scoop.it)
  • Sure, this resulted in higher traffic (15%) but (blog.scoop.it)
  • Don’t feel ashamed if they don’t: 48% of content marketers admit to be like you and forget to add CTAs to their content. (blog.scoop.it)
  • Note that some of these hits are original and others are curated posts such as ” Content curation and website traffic: study finds 464% growth in 4 months”. (blog.scoop.it)
  • 40% of our 2015 posts were question marks and thus need some work: they did great in traffic but they haven’t completely shown the money yet. (blog.scoop.it)
  • 12% of our 2015 posts are dogs: we’ll try to learn the lesson. (blog.scoop.it)
  • 15% of our 2015 posts might be hidden gems: we’ll give a second chance to the most promising ones by re-sharing them. (blog.scoop.it)
  • but it has an impressive 21% conversion rate and all of the posts in this series were hits except this one. (blog.scoop.it)
  • Content Marketing ROI: how to define, measure and improve content effectiveness ” which is an evergreen guide that delivers a 13% conversion rate and that could very well fit in our resource center for extra visibility. (blog.scoop.it)

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Top News Stories

Are You Wasting Time and Money on Content Marketing? – March 12, 2019 (customerthink.com)

  • Your job here is to use content marketing to help prospects find you using informational (not sales) content as a magnet. Many companies lose prospects at this stage, so your goal is to use quality content to get prospects to take an action that gets them engaged with your sales team or your e-commerce site. Once the prospect is engaged, it is primarily up to either the sales representative (direct sales model) or the website (e-commerce model) to convert the prospect to a customer.

Data-driven content marketing: The sole source of ROI in 2019 | Brafton (brafton.com) – February 11, 2019

  • Only 49 percent actually measure their marketing performance.
  • They’re also likely to categorize their content marketing maturity level as Adolescent (31 percent), Young (21 percent), or First Steps (5 percent).
  • Adolescent (27 percent), Young (26 percent), or First Steps (5 percent).
  • As you can see, if we wrote all or most of our content geared toward an executive audience, we’d be skipping ahead multiple steps in the buyer journey.
  • So if your organic content doesn’t rank in the top three in Google for a specific keyword, you may have wasted your money (if the goal was organic ranking).
  • Use the following metrics to choose the right one: Organic keyword difficulty.

The State of Content Analytics 2019 (econtentmag.com) – February 8, 2019

  • Given the varied platforms, they have at their disposal this days-and the varied ways that consumers are interacting with their content-they want to know what’s working across multiple channels.
  • “We saw many marketers this year throw their hands up in the air and realize they are unable to do everything.” That wasn’t necessarily all bad though, he states.
  • Faced with an overwhelming array of options, Fernandez says that marketers “have become much better about ruthlessly focusing on only their primary and secondary KPIs [key performance indicators], instead of trying to measure everything under the sun.
  • Still, says Fernandez, going into 2019, marketers will continue to leverage their growing understanding of what’s most important for them to focus on.
  • Technologies such as machine learning are emerging to help them do that most efficiently, says Nicholas Cumins, general manager of SAP marketing cloud with SAP customer experience.

Related Articles 

Topics

  • social media
  • Google Analytics
  • content marketing
  • brand awareness
  • bounce rate
  • return on investment
  • conversion rate
  • content performance
  • lead generation
  • social shares
  • organic search
  • marketing strategy
  • landing page
  • bottom line
  • qualified leads
  • content strategy
  • Content Marketing ROI
  • email signups
  • conversion rate optimization
  • content effectiveness

Highlights for top topics

social media

As you can see from the table above, content marketing KPIs go hand in hand with social media marketing, content fuels social media. The two come together when working on social media optimization (SMO) which  Dave has recently posted on. SMO for me centers on the distribution of social objects and their ability to rise to the top of any related search query [Dan – I disagree on this – the poll in our post show that most think it’s broader – maximizing reach and interaction in social channels to achieve your goals]. (smartinsights.com)

Google Analytics

  • Whether you use Google Analytics or some other tool, the only direction your website traffic should be heading is up. What’s more, if you have historical data from before implementing your influencer campaign, you can conduct a comparative analysis. A word of advice, always use your campaign URLs to track the source of your website traffic. (shanebarker.com)
  • “Goal completions are a really important KPI that should be tracked. So for example, if you have customers who are coming to your website, you should have a goal at the end of your marketing funnel which could be something as simple as a customer providing their email address in exchange for a free download. This can be set up in Google Analytics and should be monitored month to month and year over year so you can see the progression.” (klipfolio.com)

content marketing

  • Content marketing costs 62% less than traditional marketing and it generates about 3 times as many leads and about 81% of their respondents conduct research before they bring a vendor in to discuss a project. According to the, 62% of respondents want content that speaks to their needs or pain points. (contentwriters.com)
  • These content marketing KPIs are intended to measure awareness and interest. For the content marketer, that almost always includes both search and website metrics. (blog.marketo.com)

brand awareness

  • Being a SaaS company, the goals that really matter to us are the following: Creating brand awareness Building relationships Generating leads Getting people to start a trial and convert to a paid plan (blog.hubstaff.com)
  • While it is important to consistently grow your audience with new users, in order to drive brand awareness or business leads, you need to engage with people regularly, over time. (insights.newscred.com)

bounce rate

  • Getting back to the goals I laid out above, here are the metrics that we track: Awareness : sessions, landing pages, SEO traffic and rankings Relationships: repeat visitors, time on page, bounce rate , social shares Lead generation: email subscribers Sales: thank-you pages, event tracking (I’ll explain everything about these, including why they matter and how to set them up in the next section) (blog.hubstaff.com)
  • It is a rather ambiguous indicator compared to the other content KPIs. For example, a page will have a bounce rate of 100% when the user leaves the site a couple of seconds after the visit because the content is uninteresting to him or it does not answer his query. (performancemagazine.org)

return on investment

  • You don’t want to continue adding money or increasing your budget for a marketing activity that is costing your company money. So, no matter what marketing activity your company is using, your return on investment will determine the future with that activity. (impactbnd.com)
  • You picked a trustworthy influencer, together you created a wonderful content, and published it. Now, if your prime objective is to boost your sales, then your return on investment (ROI) is another critical influencer marketing KPI for you. (shanebarker.com)

conversion rate

  • When you derive the conversion rates from the measured leads and page views, the interesting observations you’ll make will be: Your conversion rate can greatly vary from one post to another. Because of the nature of your content but also because of conversion rate optimization questions or simply because of the choice of your CTA (again, rushing first-time visitors to talk to sales is like saying “I love you” on a first date: it freaks people out ). Consequently, y our most viewed posts are not necessarily your most revenue-generating ones. (blog.scoop.it)
  • To make things really simple, one of the greatest pieces of advice I’ve heard on content marketing ROI was from Andy Crestodina who recommends looking at conversion rate s for each piece of content. Your conversion rate is the number of leads generated by a given piece of content divided by the number of views. It’s even better than an absolute lead number per post as it both captures lead generation and gives you a great measure of efficiency. (blog.scoop.it)

content performance

  • “Measuring content performance through this framework totally makes sense. In addition, it is very helpful to know which article served as the landing page, to understand which type of content attracts converting traffic and also which articles participated in the process. It helps determine better references in the “related stories” and “read next” sections, thus increasing the overall conversion rate of content.” – Ron Sela – Content Marketing Strategist,  RonSela.com (blog.scoop.it)
  • 15. Although not all KPI’s produce numerical values, we should nonetheless have an overall feel for our content performance. What is working best, and importantly, where to from here? (blog.siodigital.com)

lead generation

  • Overall, our numbers are up (but that’s not important: I’ll come back to that). Our average posts were shared 55% more in 2015 than in 2014. And as we did 20% more posts, this meant we nearly doubled (+86%) the number of times our content was shared. Sure, this resulted in higher traffic (15%) but for some time now and as B2B marketers, we’ve stopped looking at traffic as our main KPI to focus on lead generation. (blog.scoop.it)
  • Measuring the value of content marketing is hard if you think of it in terms of a traditional ROI formula. By tying in consumption metrics and lead generation considerations, you’ll have a better idea as to whether or not your content is achieving real business goals. (contentwriters.com)

social shares

  • For example, in the past, we’ve noticed that roundup-style posts tend to perform very well for us in terms of social shares; while targeting branded keywords (like ‘Android time tracking’ for example) helps us reach the segment of our audience who are in the decision-making stage of their buyer’s journey. (blog.hubstaff.com)
  • These metrics are heavily used to review the virality of the produced content. The sub-metric which you need to analyze is social shares and referring social platforms. Some common metrics which will help us to measure social love are: (techwyse.com)

Summaries

How to Measure Content Marketing ROI (contentwriters.com)

  • According to Content Marketing Institute, even with the increased focus marketers are giving to content marketing, most marketers still don’t know whether or not their efforts are successful.
  • As with any business spending, in order to continue to have a budget for content marketing, it’s important for marketers to be able to measure content marketing ROI.
  • One way to measure this, in terms of content marketing ROI, involves dividing total revenue earned from a piece of content divided by all of the costs that went into creating it.
  • One of the best tools for measuring content marketing ROI in terms of KPIs is through the use of Google Analytics.
  • You can measure this aspect of content marketing ROI in terms of Pageviews Unique pageviews Reach Engagement Impressions

KPIs for measuring content marketing ROI | Smart Insights (smartinsights.com)

  • 5 Questions to help set, manage and review your content marketing effectiveness.
  • Think audience share, sales, leads or at least clear indicators from people such satisfaction ratings or % that fed back.
  • It follows then, that the goal of SMO is to measure, monitor and improve the visibility of social objects as a means of connecting with individuals who are proactively seeking additional information and direction.
  • In a separate post, Dave will show how to use Advanced Segments to precisely show how content is affecting sales.

The 10 Marketing KPIs You Should Be Tracking (impactbnd.com)

  • 1. Sales Revenue
  • 2. Cost Per Lead
  • 3. Customer Lifetime Value
  • 4. Inbound Marketing ROI
  • 5. Traffic-to-Lead Ratio (New Contact Rate)
  • 6. Lead-to-Customer Ratio
  • 7. Landing Page Conversion Rates
  • 8. Organic Traffic
  • 9. Social Media Traffic (and Conversion Rates)
  • 10. Mobile Traffic, Leads and Conversion Rates

The 30 Most Important KPIs for Sales and Marketing (blog.siodigital.com)

  • With that behind us, let’s turn our thoughts to what KPIs for sales and marketing should include, so we know with certainty whether results align with company business plans.
  • The above information helps us calculate our dollar cost of sales, and then our sales return on investment  (ROI) too.
  • The activity-per-rep versus wins-per-rep KPI helps us manage their bottom line, and encourage internal competition too.
  • Not being direct income producers makes their marketing cost per lead generated critically.
  • The extent of our social engagement has become another critical key performance indicator for marketing.
  • We must constantly revisit our critical success factors, and the KPIs for sales and marketing we use to measure them.

6 Important KPIs of Influencer Marketing That You Should Know (shanebarker.com)

  • 1. Website Traffic
  • 2. Awareness on Social Media
  • 3. Engagement Rates
  • 4. Lead Generation and Conversion Rates
  • 5. Sales
  • 6. Return on Investment

Content Marketing ROI: How We Measure Success at Hubstaff (blog.hubstaff.com)C

  • There’s a ton of material on how to devise and implement a content strategy, come up with topics, and produce good content, but measuring the success of that same strategy seems to be one of the murkiest areas of inbound marketing.
  • For example, for many businesses that employ content marketing successfully (Hubstaff included), one of the main goals with content is to generate qualified leads.
  • Creating brand awareness Building relationships Generating leads Getting people to start a trial and convert to a paid plan
  • Getting back to the goals I laid out above, here are the metrics that we track: Awareness: sessions, landing pages, SEO traffic, and rankings Relationships: repeat visitors, time on page, bounce rate, social shares Lead generation: email subscribers Sales: thank-you pages, event tracking
  • It gives you information about your performance in search – how are you ranking on average for keywords, how many people click on your content in search engine results pages (SERPs), etc.
  • It is very important to use the Search Console in order to track the performance of the SEO part of your content marketing strategy.

10 Most Important KPIs For Content Marketing (performancemagazine.org)

  • It is one of the simplest indicators of success in KPI marketing because sales largely depend on traffic and most of a marketing expert’s efforts are focused on traffic generation.
  • You can also see how many unique visitors go to your site from the organic search in Google Analytics and you should also monitor the attendance of individual pages.
  • Now this is an often overlooked indicator, but it’s a quintessential one – whether visitors stay on your website long enough to fully read the article or not – this highlights that your content is qualitative enough to get additional attention from visitors.
  • It is one of the most important content marketing KPIs that you should never ignore – a high number of page views indicates that the audience actively interacts with your site and they are interested in your publications.
  • This is the way to make your site visible in search results and receive stable organic traffic towards it.

Content Marketing KPIs, Defined (insights.newscred.com)

  • Articles viewed tell you the total number of articles your audience has looked at in a given time period.
  • Unique visitors are the total number of individual people who visited your site.
  • Return visitors show whether you’re creating content that resonates with people enough to make them come back.
  • Average attention time is the mean amount of time that users spend actually consuming content on an aggregate basis, or down to the individual article level.

KPIs for measuring content marketing ROI – TechWyse ‘Rise to the Top’ Blog (techwyse.com)K

  • When it comes to content marketing, measuring success is the toughest part.
  • Content marketing has its own ROI as a channel and to measure results we need to select a set of unique key performance indicators.
  • In this blog, I will share 3 different KPI’s which can be used to effectively measure content marketing success.
  • This shows how your targeted audience is receiving the content you produced.

Content marketing analytics: look at the right KPIs for ROI (blog.scoop.it)

  • These CTAs need to make sense and be aligned with your content’s funnel stage: if you’re writing for top-of-the-funnel first-time visitors, don’t rush your readers to talk to sales; instead, invite them to subscribe to your newsletter or download an ebook.
  • So focusing on conversions is your best way to not just create ROI for your content efforts but also measure this ROI and make your content marketing analytics a lot simpler by focusing on one metric.
  • A simple content marketing analytics framework for B2B marketers: looking at lead conversion rates vs traffic
  • Because of the nature of your content but also because of conversion rate optimization questions or simply because of the choice of your CTA (again, rushing first-time visitors to talk to sales is like saying ” I love you” on a first date: it freaks people out ).
  • Potential gems: in the upper left are high converting posts which generated low traffic.
  • Some we’ll focus on include: ” The best content marketing tools for the measuring phase (6/6)”, the last one of our series on content marketing tools for each phase of the content marketing cycle.

Links

insights.newscred.com

contentwriters.com

performancemagazine.org

contentmarketinginstitute.com

impactbnd.com

Are Marketers Using AI Yet?

Introduction 

As artificial intelligence integrates behind the scenes providing consumers with suggestions on everything from movies to music, marketing teams are ill-equipped to integrate this powerful tool into content creation, SEO, and marketing operations.

Marketing executives agree that AI will be necessary in the next five years, but actual implementation into current platforms is seen as difficult with little return on investment.

The economy continues to grow globally, data points are increasingly connected, and marketing teams that adopt AI early will be able to create content that ranks higher, drives traffic, and ultimately increases revenue.

Below you will find lots of recent relevant content to help you better understand if and how marketers are using AI today.

Statistics

Of marketers using AI, 64% saw substantial increases in their overall marketing efficiency. (salesforce.com) Click To Tweet
  • According to the Warc Toolkit 2017 report, produced in association with Deloitte Digital, 58 percent of global CMOs believe that, within the next five years, companies will need to compete in the artificial intelligence space to succeed. (emarsys.com)
  • Seventy-eight percent say they are very confident or somewhat confident how to use it for marketing, but 90 percent say they’re not currently using it, 60 percent acknowledge difficulties in integrating AI into their current tools, and 54 percent say they would have difficulty training employees how to use it. (brandknewmag.com)
  • Some data points from the survey: Slightly more than three-quarters (77 percent) of respondents say AI will be “the next big thing,” even though it’s already popping up all over the place. (brandknewmag.com)
  • Twenty-three percent describe AI as “just a lot of hype.” (brandknewmag.com)
  • Seventy-nine percent say it can revolutionize the marketing industry within five years. (brandknewmag.com)
  • Among those not currently using AI for marketing, 40 percent say they will within three years. (brandknewmag.com)
  • When compared to other campaigns that didn’t use the tool, impressions on premium inventory more than tripled and viewable CPM fell 34%. (thinkwithgoogle.com)
  • A recent Business Insider Intelligence report found that “when asked to choose which trending technology they felt most unprepared for, AI was the answer of 34 percent of global marketing executives.” (agilitypr.com)
  • It is estimated that 87 percent of online marketers use email-more than any other form of lead generation. (agilitypr.com)
  • Yet, given that 34 percent of marketers feel AI challenged, revenues would be considerably higher if marketing executives fully understood AI. (agilitypr.com)
  • While 32% agree that AI is “the next big thing,” 57% will probably not implement any elements of it this year. (mediapost.com)
  • And while 31% think voice search is the next big thing, 66% have no plans to implement it (mediapost.com)
  • Yet they need some kind of stimulus, as 71% say that less half their content is consumed. (mediapost.com)
  • And less than 9% believe that three-fourths of their content achieves engagement. (mediapost.com)
  • And 51% listed creating content for local markets as a priority in 2017. (mediapost.com)
  • In a recent case study, Harvard Business Reviewed chronicled Harley Davidson’s experience using a sophisticated lookalike engine along with ad optimization to increase sales leads by nearly 3,000% (econsultancy.com)
  • Unsurprisingly, an overwhelming 94 percent of respondents reacted positively to the idea of a tool with “continuous, autonomous optimization across channels,” and 88 percent reacted positively to a tool that reduces time required for preparing reports and analysis. (martechtoday.com)
  • Over 40 percent of marketers in our study told us they thought they had adopted AI-driven marketing today, reflecting a belief that their targeting capabilities and automation meant that AI was operating behind the scenes. (martechtoday.com)
  • Of marketers using AI, 64% saw substantial increases in their overall marketing efficiency. (salesforce.com)
  • These results bode well for the future as IDC predicts that by 2019, 75% of workers whose daily tasks involve the use of enterprise applications will have access to intelligent personal assistants to augment their skills and expertise. (salesforce.com)

Create content with an AI-powered Research Assistant

Top News Stories

‘Still in its infancy’: Despite advancements, AI adoption for media buying remains low (digiday.com) – Jan 23, 2019

Topics: Google, large online product catalog, media spend, forecasting process, premium video

  • In media buying, AI is a forecasting process that analyzes massive amounts of consumer data and campaign content to measure campaign performance, allowing marketers to redirect budget toward ad placements that are performing the best.
  • It can then use those patterns to better place ads for Google and on behalf of Google clients.
  • Namely, AI platforms started allowing DSP access about a year or so ago, which opens up analyzing multiple campaigns and different types of campaigns at once.
  • The  Tombras Group uses multiple AI platforms for media planning and buying, matching the best technology to clients  campaign needs.
  • This allows brands to run multiple types of campaigns, whether it s a brand awareness play or a direct-response ad, on top of each other and let AI analyze them for optimization.

Why are marketers kidding themselves that AI is about more than sales? (marketingweek.com) – Mar 13, 2019

Topics: machine learning, email subject lines, browsing behavior, product recommendation, statistical approaches

  • This sort of predictive modeling is used to increase the likelihood that a customer will take a particular action   this could be opening an email, clicking an ad or viewing a recommended product.
  • To put it simply, data scientists will use a variety of data   purchase history, demographics, browsing behavior, etc in order to predict a next best action such as what message to send, in what medium, at what time, and so on.
  • Of course, Lewis is right that the best uses of machine learning are all about improving the experience   Spotify s recommendations, for example but it cannot be ignored that most uses in retail, for example, are all about sales.
  • A classic use of machine learning in retail is to better predict customer lifetime value(CLV) and then allocate marketing spend accordingly (through retargeting, for example)

Relevant Articles 

How Is Artificial Intelligence Impacting Marketing | Emarsys (emarsys.com)

Marketers value AI but are not using it yet (brandknewmag.com)

How AI and machine learning can impact your marketing – Think with Google (thinkwithgoogle.com)

Are you using AI effectively? Many marketing execs are unprepared – Agility PR Solutions (agilitypr.com)

Content Marketers Not Yet Using AI, Survey Shows (mediapost.com)

How AI marketing can help brands right now   Econsultancy (econsultancy.com)

AI for Marketing   Smarter Marketing for the Consumer Lifecycle (salesforce.com)

Report: Marketers like AI-based tools, but think they already have them – Martech Today (martechtoday.com)

Summaries

How Is Artificial Intelligence Impacting Marketing

Source: (emarsys.com)

  • Artificial intelligence (AI)  and its various uses have been on the rise as of late, but even so, many brands are still yet to explore how to use AI in their strategic marketing activities and campaigns.
  • Artificial intelligence marketing (AI Marketing) represents a way for marketers to bridge the divide between data science and marketing campaign execution.
  • With the increasing amount of information big data provides, AI marketing is designed to help marketers sift through that data in shorter time frames, finding valuable insights into their consumers that will allow better marketing campaigns and ROI.
  • Thanks to a combination of social media and lightning fast search engines like Google, people no longer spend excessive amounts of time sifting through information for what they need.
  • The ability for brands to use AI Marketing to develop key marketing aspects like keyword searches, social profiles, and other online data, will allow marketers to create smarter, more effective ads which will likely result in more conversions.

Marketers value AI but are not using it yet

Source: (brandknewmag.com)

  • To cite just a few recent announcements: Salesforce’s Einstein , Adobe’s Sensei , Google’s expanded machine learning service , Amazon’s new AI service , Algorithms’ self-driven marketing/ad platform , YesPath’s AI-powered Account-Based Marketing platform , IBM Watson’s many occupations , Grey Jean’s AI-driven personalization platform , Signpost’s automated customer relationship management platform , Wizer’s AI-based marketing survey tool , and Emarsys’ AI Marketing platform .
  • So Demandbase conducted a survey to find out what AI means for marketers.
  • Seventy-eight percent say they are very confident or somewhat confident how to use it for marketing, but 90 percent say they’re not currently using it, 60 percent acknowledge difficulties in integrating AI into their current tools, and 54 percent say they would have difficulty training employees how to use it.
  • Currently, Naimat suggested, AI is considered to be more about understanding language and providing insights, but it could evolve toward being more about cognitive understanding and automated decisioning as language and insights become commonplace.

How AI and machine learning can impact your marketing

Source:(thinkwithgoogle.com)

  • AI and machine learning get us one step closer to relevance at scale.
  • We’re getting closer to a point where campaigns and customer interactions can be made more relevant end-to-end-from planning to creative messaging to media targeting to the retail experience.
  • A big part of our strategy for launch was experimenting with machine learning to help us reach and engage our target audience.
  • Optimization driven by machine learning presents opportunities well beyond media targeting, of course.

Are you using AI effectively? Many marketing execs are unprepared

Source:(agilitypr.com)

  • According to recent Forbes research, nine out of 10 companies use AI to improve their marketing outcomes.
  • Most importantly, studies show that three-quarters of businesses improve revenue with AI-driven marketing.
  • Yet, there is an untapped potential left in the wings, according to new research from B2B marketing data firm Mountain Top Data.
  • “Although AI has helped companies stay ahead in today’s dynamic market landscape, there is a lot of untapped business left in the marketplace,” said Sky Cassidy, CEO of Mountain Top Data, in a news release.

Content Marketers Not Yet Using AI, Survey Shows

Source:(mediapost.com)

  • While 32% agree that AI is “the next big thing,” 57% will probably not implement any elements of it this year.
  • Yet they need some kind of stimulus, as 71% say that less half their content is consumed.
  • This is hurting them in the winner-take-all post-mobile world, as Jim Yu, CEO of BrightEdge called it in a statement.
  • BrightEdge seems to feel that the use of data to drive content strategy by “nearly half” is positive.

How AI marketing can help brands right now Econsultancy

Source:(econsultancy.com)

  • In his talk, Chandra Kumar, CEO WiselyWise, stated that, despite many setbacks over its long history, AI marketing may now be ready for mass adoption.
  • First off, Chandra discussed how brands can use AI marketing to produce advertising copy and even blog content which can change according to audience reaction.
  • One example of how AI marketing can deliver advertising copy comes from a recent campaign for the Toyota Mirai.
  • Saatchi LA, the ad producer, trained IBM’s famous Watson AI marketing engine with 50 scripts of relevant copy.
  • Another popular way marketers use AI right now, according to Chandra, is for recommendation engines.

Report: Marketers like AI-based tools, but think they already have them

Source:(martechtoday.com)

  • “Forrester found that confusion and misunderstanding of AI-driven marketing is quite prevalent today.
  • Indeed, many marketers in our study have a very narrow view of current advanced contextual marketing capabilities, much less around AI-driven marketing tools that can make these contextual programs considerably more efficient and effective, while reducing the complexities marketers face in executing and orchestrating digital interactions.
  • This report focuses quite a bit on the idea that full-funnel contextual marketing is one of the most useful results of AI in marketing tools.
  • The clearer promise of AI involves autonomous platforms that make many of their own decisions – based on key performance indicators and business rules – and that generate insights from data well beyond the questions that marketers typically ask.

AI for Marketing   Smarter Marketing for the Consumer Lifecycle

Source:(salesforce.com)

  • This is the allure of AI –  to help marketers make smarter decisions about their audience, channels, content, and timing of messaging across the lifecycle so they can create a compelling, connected consumer experience while driving efficiency.
  • Artificial intelligence enables marketers to automate personalized recommendations of content or products across channels that continuously update as browsing behavior and consumer preferences change.
  • AI can predict what actions consumers are likely to take (such as making a purchase) and where that engagement might happen (that is, their channel preference).
  • It’s placing the power of AI solutions in the hands of marketers to gain insight about their audiences and drive smarter content, channel, and timing decisions across the consumer lifecycle.

Top AI Marketing Topics

  • machine learning
  • social media
  • customer service
  • marketing strategy
  • programmatic advertising
  • subject lines
  • real time
  • marketing technology
  • big data
  • customer experience
  • content marketing
  • marketing industry
  • data analysis
  • natural language processing
  • customer data
  • chatbot
  • natural language
  • consumer data
  • data sets
  • search engines

Highlights for Top Topics

Machine learning
  • Google uses RankBrain – a machine learning technology – to analyze spoken or written search queries and is able to process them into search results that are most likely to be what you’re looking for. It goes beyond returning exact keywords and phrases; it compares each query to other, similar queries to return the ones that are most likely to be what you’re trying to find, including more relevant ad results. (inc.com)
  • “Artificial Intelligence and Machine Learning is an interesting area we’ve been exploring to weave into our SEO strategy at IBM and our partnership with BrightEdge is critical to staying ahead of the digital marketing curve.” Ellen Mamedov, Head of SEO at IBM. (brightedge.com)
DEEP LEARNING
  • Facebook uses deep learning, an AI subfield, to filter your Newsfeed and recognize faces in the photos you upload. In the long term, Facebook seeks to “understand intelligence and make intelligent machines.” (curata.com)
PREDICTIVE ANALYTICS
  • Predictive analytics, the practice of extracting information from data sets to predict future trends, can be used to great effect in improving customer service and customer experience. (econsultancy.com)
  • Predictive analytics can be used in ecommerce to analyse customers’ purchase behaviour and determine when they might be likely to make a repeat purchase or to purchase something new. Using predictive analytics, marketers can “reverse-engineer” customers’ experiences and actions to determine which marketing strategies resulted in a positive outcome. (econsultancy.com)
CUSTOMER EXPERIENCE
  • Personalization and customer experience are top priorities for marketers, according to the study, but they are also areas that marketers have struggled to get right. A recent Accenture study  found that 87% of marketers realize that traditional experiences are no longer enough to satisfy consumers. But, most brands remain “mediocre” in the quality of their customer experiences, a Forrester study  revealed. Consumers also report that most marketing messages only sometimes feel personal and often find some personalization methods to be creepy. (marketingdive.com)
  • A report by management consulting firm Accenture found that over 40% of consumers switched brands due to a lack of trust and poor personalization in 2017. 43% are more likely to make purchases from companies that personalize the customer experience. (concured.com)
CUSTOMER SERVICE
  • In customer service, predictive analytics can be used to anticipate high or low call volumes and ensure that phone lines (and other outlets) are staffed sufficiently. (econsultancy.com)
Google
  • Today s digital consumer can find information faster and more efficiently than ever before. Thanks to a combination of social media and lightning fast search engines like Google, people no longer spend excessive amounts of time sifting through information for what they need. Google changes and improves its search algorithm almost daily and marketer must recognize this and ensure their content stays optimized according to these changes. (emarsys.com)
  • Take the Google Assistant. Today, the Google Assistant is the first real progress we ve made in creating a true conversational experience that essentially brings people their own personal Google. It uses speech recognition and natural language understanding to help people get things done in the real world from managing their calendars to helping them control their lights. AI is reinventing existing products and powering new experiences. (thinkwithgoogle.com)
AI-Driven Marketing
  • Forrester found that confusion and misunderstanding of AI-driven marketing is quite prevalent today. Indeed, many marketers in our study have a very narrow view of current advanced contextual marketing capabilities, much less around AI-driven marketing tools that can make these contextual programs considerably more efficient and effective, while reducing the complexities marketers face in executing and orchestrating digital interactions. However, when the benefits of AI-driven marketing were proposed to them, they were overwhelmingly likely to find these benefits appealing. (martechtoday.com)
Marketing Executives
  • Yet, given that 34 percent of marketers feel AI challenged, revenues would be considerably higher if marketing executives fully understood AI. Also, it is estimated that cumulative bad marketing data costs online businesses 611 billion dollars per year in part because of the lack of understanding of AI by many executives. (agilitypr.com)
  • A recent Business Insider Intelligence report found that when asked to choose which trending technology they felt most unprepared for, AI was the answer of 34 percent of global marketing executives. (agilitypr.com)
DYNAMIC PRICING
  • AirBnB is one brand that has built and refined an extremely sophisticated dynamic pricing system to help property owners determine the price that they should list their property at. It takes into account a wide variety of factors including geographic location, listing features, local events, photographs and reviews, as well as market demand and time to booking date. (econsultancy.com)
SPEECH RECOGNITION
  • If you’re using Siri, Cortana, or any voice search app on your mobile phone, then you’re aware of just how far Speech recognition has come in the last few years.  Speech recognition is becoming increasingly important in the realms of SEO and content marketing, since the rise in voice search means content must be optimized for queries that come in question form, rather than simple keywords. (inc.com)
Marketing Strategy
  • Artificial intelligence (AI)  and its various uses have been on the rise as of late, but even so, many brands are still yet to explore how to use AI in their strategic marketing activities and campaigns. This will most likely change as brands become more and more comfortable with the concept and slowly but surely take their first steps into using AI as a beneficial (and necessary) to their marketing strategy. (emarsys.com)
Natural Language
  • Dubbed chatbots, these AI engines use natural language and dynamic menus to handle customer inquiries. This takes a load off of customer service ( see KLM ), but it also offers brands a way to automate the process of guiding a consumer along the customer journey. (econsultancy.com)
Consumer Behavior
  • Respond to changing consumer behavior and preferences before they happen. AI can predict what actions consumers are likely to take (such as making a purchase) and where that engagement might happen (that is, their channel preference). (salesforce.com)

Referenced Links

martechtoday.com

emarsys.com

econsultancy.com

salesforce.com

thinkwithgoogle.com

agilitypr.com

marketingland.com

We Analyzed 10 Years of Chiefmartec.com Content: What’s Trending in MarTech?

In this data story, we dive into ChiefMarTec.com — one of the world’s most active blogs covering the marketing technology ecosystem. We crawled the entire archive from 2008 to 2018, and used Frase’s NLP engine to extract topics, and other useful metadata from them.

ChiefMarTec.com: Overview

  • Launched in 2008
  • Title: “Chief Marketing Technologist”
  • Description: “Are you interested in marketing technology and how that’s changing marketing strategy, management, and culture? Then you’ve come to the right blog.
  • Website property: ChiefMarTec.com
  • 125,000 visits/month
  • 50% of traffic is organic (source)

The Dataset

  • URLs successfully processed: 714
  • The breakdown by year is shown below:

Results

1. Average Word Count

The average word count has almost doubled since 2008. Higher word count aligns with SEO ranking factors studies showing that Google prefers long-form content.

2. Topic Analysis

It’s interesting to see how certain topics completely fade away over the years. Topics like “semantic marketing” were very prominent in 2008 but are not mentioned at all after 2011. While terms such as “marketing stack” emerged in 2016 as new topics.

After digging into the topics, we identified 3 main stages in Chiefmartec.com:

  1. The Semantic Marketing Era (2018-2011)
  2. The MarTech Era (2012-2015)
  3. The Marketing Stack Era (2016-2018)

The 3 Eras of Marketing Technology

Below are the top 5 title topics that were more prominent in each era:

2008-2011: the Semantic Marketing Era

In 2008, Chiefmartec.com discussed topics that seem basic today, like those related to the semantic web, and the foundations of website analytics. Toward the end of this era the term “marketing automation” started to take hold in the marketing industry.

2012 – 2015: the MarTech Era

The term “MarTech” was introduced in 2012, and “agile marketing” quickly gained traction. Chiefmartec.com introduced the term “modern marketing” when new tools first embraced big data and real-time analytics. During this period, everything related to marketing automation was included as part of “digital marketing”.

2016 – 2018: the Marketing Stack Era

This era puts emphasis on the “marketing stack” which refers to a group of technology-based tools marketers use to execute marketing activities across different channels. The growth of the marketing stack created a bigger need for “marketing operations”. There was a lot of market consolidation during this time and many references to the “MarTech ecosystem”. We also see the introduction and increased use of the technology terms artificial intelligence, customer data, and blockchain.

Decreasing Topics

Growing Topics

3. Companies

Gartner reporting about MarTech dramatically increased starting in 2012 which was the same time Oracle acquired Eloqua for $810 million. This was also the time when Yahoo unsurprisingly lost it’s MarTech prominence in 2011.

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Conclusions

  • In 2008, everything was about understanding internet marketing – how do search engines work? How do I track website visitors? Why is content marketing important? In 2018, we’ve transitioned to an environment where we put focus on the customer with topics like “customer experience” and “customer data platforms”.
  • Based on Chiefmartec.com’s data, it appears as though we are experiencing a time of market consolidation, along with the emergence of disruptive technologies, namely artificial intelligence and blockchain.
  • With so many MarTech vendors, managing the “marketing stack” now requires specific resources and strategy.

SEO Ranking Factors: the Best Studies you Need to Know About

This post is an on-going effort to collect the most reputable SEO Ranking Factors studies publicly available.

Overview:

  1. Content Study, by Backlinko (2019)
  2. SEMrush Ranking Factors 2.0 (2019)
  3. Linking as a Ranking Factor, by Stone Temple (2019)
  4. Searchmetrics Ranking Factors 101, by SearchMetrics (2018)
  5. YouTube Search, by Briggsby (2018)
  6. Local Search Ranking Factors, by Moz (2018)
  7. Featured Snippets, by SEMRush (2017)
  8. Speed Factors Affecting Google Rankings, by Neil Pate (2016)
  9. Hummingbird Study, by Neil Patel (2016)
  10. Search Engine Rankings Study, by Backlinko (2016)

Content Study, by Backlinko

Date published: February 19th, 2019

In this study, Backlinko (with the help of Buzzumo) analyzed 912 million blog posts. Some key insights included:

  1. Long-form content gets an average of 77.2% more links than short articles.
  2. The vast majority of online content gets few social shares and backlinks. In fact, 94% of all blog posts have zero external links.
  3. A small percentage of “Power Posts” get a disproportionate amount of social shares. Specifically, 1.3% of articles generate 75% of all social shares.
  4. Question headlines (titles that end with a “?”) get 23.3% more social shares than headlines that don’t end with a question mark.
  5. Certain content formats appear to work best for acquiring backlinks. We found that “Why Posts”, “What Posts” and infographics received 25.8% more links compared to videos and “How-to” posts.

Read the full study.

SEMRush Ranking Factors 2.0

Date published: February 16th, 2019

This study analyzed the top 100 search results for 600,000+ queries. The chart below shows some high-level conclusions for the 17 ranking factors SEMrush analyzed:

Read the full study.

Linking as a Ranking Factor, by Stone Temple

Date published: January 17, 2019

“Do links still matter for SEO in 2019?” – Stone Temple has been publishing this yearly report for a few years. All of their studies leverage Moz’s Link Explorer.

The 2019 edition goes deep into analyzing the influence of links by sector (medical, financial, etc.) and query type (informational, transactional, etc.).

Read the full study.

Searchmetrics Ranking Factors 101, by SearchMetrics

Date published: 2018

Searchmetrics’ study highlighted 4 trends:

  1. Rankings are becoming increasingly personalized
  2. Content relevance and user intent are they key focus
  3. Technical factors – prerequisite for good rankings
  4. Backlinks – the downward trend continues

Read the full study.

YouTube Search, by Briggsby

Date published: March 26, 2018

This study analyzed 3.8 million data points across 100,000 YouTtube videos and 75,000 channels.

Read the full study.


Local Search Ranking Factors, by Moz

Date published: January 2018

Every year, Moz collects data from a survey organized in 5 sections:

  1. Thematic Ranking Signals
  2. Specific Ranking Factors in Local Pack/Finder and Local Organic Results
  3. Foundational vs. Competitive Ranking Factors
  4. Factors Focusing on More and Factors Focusing on Less in the Past Year
  5. Negative Ranking Factors

Read the full study.

Featured Snippets, by SEMRush

November 29, 2017

This study by SEMRush and Ghergich & Co. analyzed 6.9 million featured snippets.

Read the full study.

Speed Factors Affecting Google Rankings, by Neil Patel

Date published: December 12th, 2016

This is the largest study of the impact of website speed on Google search rankings ever performed. Ahrefs contributed search ranking data.

Load performance was measured using 5 metrics: (1) start render, (2) visually complete, (3) document complete, (4) fully loaded, and (5) number of file requests.

The chart below indicates that overall page load time is especially faster for the first five positions. Rank 6 was, on average, 20% slower than rank 1.

Read the full study.

Hummingbird Study, by Neil Patel

Date published: November 2016

This study was performed with the goal of understanding Google’s Hummingbird update in 2016.

Neil Patel partnered with Marketmuse to analyze a database of more than 31.5 million content items, organized in semantic topic clusters.

The main conclusion was that Hummingbird ranks web pages that have comprehensive and thorough content on a narrow topic higher in the SERPs. In other words, if a website has a lot of really good, deep content, it’s going to rank well in the search results.

Read the full study.

Search Engine Rankings Study, by Backlinko

Date published: September 2nd, 2016

In this report, Backlinko analyzed 1 million search results, leveraging third party tools like Ahrefs, SEMRush and Marketmuse. Some key highlights included:

  1. Backlinks remain an extremely important Google ranking factor. We found the number of domains linking to a page correlated with rankings more than any other factor.
  2. We discovered that content rated as “topically relevant” (via MarketMuse), significantly outperformed content that didn’t cover a topic in-depth. Therefore, publishing focused content that covers a single topic may help with rankings.
  3. Based on SERP data from SEMRush, we found that longer content tends to rank higher in Google’s search results. The average Google first page result contains 1,890 words.

Read the full study.

It is interesting to analyze how certain trends emerge – or fade out – over the years. For example, Backlinko’s massive study back in 2016 showed early evidence about the importance of “topically relevant” content. That same year, Neil Patel highlighted the importance of page load speed on a different study. The debate around the importance of backlinks is present across studies.

Are SEO studies even a good thing for the industry? What’s your take?

We Analyzed 13,124 HubSpot Blog Posts: Here’s What We Learned

In this data story, we dive into the HubSpot Blog — one of the world’s most active marketing blogs. Our goal is to get a high-level understanding of HubSpot’s content strategy by analyzing their topics, links, and content structure at large scale. To this end, we crawled 13,124 URLs and used Frase’s NLP engine to extract topics automatically and other useful metadata from them.

The HubSpot Blog: Overview

  • Launched in 2005
  • Description: “HubSpot’s Blog for marketing, sales, agency, and customer success content, which has more than 400,000 subscribers and attracts over 4.5 million monthly visitors.”
  • Website property: blog.hubspot.com
  • Main categories:
    1. Marketing: everything you need to know to master inbound marketing
    2. Sales: expert inbound sales content for today’s sales organization
    3. Service: dedicated to helping transform today’s customer service organization
    4. News Trends: seeks to inform the curious learner of the latest research, developments, and trends from the tech sector, and where it converges with business, life, and entertainment
  • Traffic:
    • +4.5 million visits per month
    • 80% of traffic is organic (source)

The Dataset

  • URLs successfully processed: 13,124
  • All URLs belong to the blog.hubspot.com domain
  • Blog posts published between 2013 and 2019. Approximately 80% of the content in this dataset is from 2016 to 2018; this study focuses on this period in order to keep results more accurate.

Results

1. Content-Length

The average word count has more than doubled since 2016. Higher word count aligns with SEO ranking factors studies showing that Google prefers long-form content.

2. Images

Along with content length, the number of images has also increased significantly since 2016. Studies have also shown Google’s preference for content that includes images.

3. Content Types

We used simple keyword matching to generate the content types displayed in the chart. For example, if the title includes the word “ebook,” then the post is considered an ebook.” In the case of “List”, we used an algorithm that identified numbers or text features that implied a list type of article, for example, “The ten biggest trends in content marketing.”

As shown in the chart below, more than half of HubSpot’s content is either a list or a how-to article which aligns with studies that show these content types to deliver best click-through-rate performance.

4. Links

This section analyzes hyperlinks used in the full text. The number of hyperlinks used per post has almost doubled since 2016.

The majority of links are external (they point to domains outside hubspot.com), but the share of internal links increased significantly in 2018.

Over half of HubSpot’s internal links point to the blog, followed by landing pages hosted at the root hubspot.com level.

The chart below shows the most common domains HubSpot’s posts are linked to. Domains appear to be a combination of highly reputable technology publishers (Techcrunch, Wired), business publishers (HBR, Forbes), research-oriented sites (Wikipedia, Statista, Investopedia), and internet marketing blogs (Moz, Search Engine Land).

5. Social media

The chart below breaks down HubSpot’s hyperlinks pointing to social media and content-sharing platforms.

6. Topics

For every blog post, Frase analyzed both titles and full text to extract topics. Topic extraction was performed using Frase’s Named Entity Recognition engine, which can detect topics and classify them by concept, organization, person, and location.

The chart below shows the most prominent topics mentioned across titles (2016-2018 period).

The table below shows the top 10 title topics by year. This table excludes company names (such as “Facebook” or “Google”), and focuses on conceptual topics (such as “social media” or “landing page”).

The chart below shows the most mentioned organizations in the full text. Excluded from this chart are Facebook, Google, Twitter, and Linkedin.

The chart below shows people (first name and last name) detected in the full text.

7. Topic Trends

One of the goals of this study was to identify topic trends. HubSpot heavily used specific topics in the past that are less prominent, or inexistent in the present.

The chart below shows some clear examples of topics that were popular in 2017, but much less used in 2018. In the case of “inbound marketing,” the topic was mentioned in 150 titles in 2017, but it didn’t make it to a single title in 2018.

In contrast, the chart below shows topics that were not prominent in 2017 that picked up visibility in 2018. For example “customer success” never appeared in titles in 2017, but became a relevant topic in 2018.

After analyzing the full dataset (with blog posts dating back to 2013), we identified specific topics in 2018 that had never appeared in titles before.

Conclusions

  • Hubspot is not only publishing dozens of blog posts per week, but they are creating long-form content.
  • HubSpot is betting on educational content in the form of guides, how-to and lists.
  • HubSpot has created a wide net of topics which maximizes their chance of ranking for many search queries.
  • HubSpot is keeping their content up-to-date with news-driven topics and trends. With the launch of their News & Trends category in 2018, HubSpot is not only an inbound marketing blog, but it is closer to becoming a publisher.

5 Strategies to Choose SEO Topics You Can Rank For

No doubt, if you want to rank in Google in 2019, you need to create high-quality content. Unfortunately, you can still create incredible content and never rank on page 1!

This is a situation many of our customers at Frase are facing. We’ve provided tools to help you craft great content, but is it actually driving organic traffic?

The reality is that half of your SEO success relies on choosing search queries you can realistically rank for. Given the amount of content published every single day, keyword research might be more important than ever.

By “keyword research” I refer to the process of deciding what specific search queries we aim to rank for. Once keyword research is sorted, we can focus on creating and optimizing content. So, how do we decide what search queries are worth pursuing?

Keyword Research comes first!

In my constant quest to understanding keyword research, I put together a list of strategies I’ve either leveraged myself, or seen others successfully implement.

Overview:

  1. Long-tail keywords
  2. Commercial queries with low SEO difficulty
  3. Learn what works for competitors
  4. Complex technical topics
  5. Create a new product category

1. Long-Tail Keywords

As defined by Wordstream, long-tail keywords are “longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase or when they’re using voice search.” These keywords might not carry massive traffic, but they are way more targeted.

In contrast, short keywords usually carry high traffic volume, but fierce competition. For example, “SEO” is an extremely competitive query that gets nearly 1 million monthly searches, and is filled with ads. I am not even gonna try to rank there. Pro tip: use Keyword Everywhere’s Chrome Extension to get quick stats as you search in Google.

So I am gonna try to find more focused, long-tail keywords where I can compete and win. In my case, I am interested in queries such as “how to optimize content for SEO”. As you can see below, Keywords Everywhere quickly shows how this long-tail query has way less competition.

These are 2 tactics I use to come up with long-tail keywords:

  • Ideas from forums: analyze what users are asking in forums and communities. This can help you come up with real-life questions your audience might have. Places like Quora or Reddit are great sources of inspiration for long-tail queries. Questions also have a higher chance of capturing a Featured Snippet in Google. Frase provides a tool to help you find questions across forums.
Screenshot of Frase Question Research tool
  • Keyword research tools: in addition to Keywords Everywhere, I personally use Google Keyword Planner (free) and Kwfinder (starts at $25/mo). I like Google Keyword Planner to identify many keyword variations, while I use Kwfinder to analyze backlinks and domain authority across top results for my keywords of interest. Ultimately, my goal is to find long-tail keywords that have low competition and decent traffic (at least 50-100 searches per month).
Kwfinder aggregates data points from different providers, such as Domain Authority (Moz) or Backlinks (Ahrefs)

If you want to dig deeper into “keyword difficulty”, these are 2 good resources: The Big, Vital, All-in-One Guide to Keyword Difficulty and What is the Keyword SEO Difficulty?

2. Commercial Queries with Low SEO Difficulty

Queries with high CPC (cost per click) usually represent keywords that are driving business to somebody. In other words, companies are betting high on those keywords because they are converting into customers.

If you dig deep into high CPC queries, you might be able to find queries with both high CPC and low SEO difficulty. This means you can potentially rank for queries other companies are paying a premium in ads.

To accomplish this, I would again use a combination of Google Keyword Planner (to make a list of high CPC keywords) and Kwfinder (to identify low difficulty keywords based on backlinks and domain authority).

Google Keyword Planner is probably the most reliable free tool to analyze CPC data

3. Learn What Works for your Competitors

You want to know what queries your competitors are ranking for, both organically and through PPC. Ahrefs is one of the most accurate tools to give you this information. Just enter a competitor domain and Ahrefs will tell you how their website is generating traffic. Magical.

Ahrefs tells you the specific keywords any website is ranking for

Sometimes you want to go deeper than that. While knowing what queries are working for your competitors is crucial, you might want to take a deeper dive into all the topics your competitor is mentioning site-wide. To this end, you need a toolkit that can perform 2 operations:

  1. Crawler: extract all the URLs from a website. The most popular crawler in the SEO world is probably ScreamingFrog.
  2. Topic analysis: analyze titles and clean text from each URL and automatically extract topics. This requires an intelligent tool with advanced NLP capabilities. Frase can help you accomplish this task.
Frase provides tools to crawl websites and do semantic analysis

4. Complex Technical Topics

Many complex terms are initially only used in academia until they become more mainstream topics. In other words, most people outside academia will know nothing about them. This presents an SEO opportunity because at some point someone will communicate those complex technical topics to a wider audience without the jargon. In general, these topics will initially carry low traffic but high growth and low competition.

The search results for academic-oriented topics frequently show results in PDF format, and are usually pay-walled. These two characteristics can be potentially detrimental for SEO purposes as PDF is not the preferred format by search engines. Bounce rates might be higher for paywalled websites. Again, this screams SEO opportunity.

I will use Frase to illustrate this strategy. As you might know, at Frase we work on different NLP/AI problems, including automatic summarization, question answering, or named entity recognition. Some of these terms lean towards the academic side. However, business executives are increasingly interested in incorporating AI into their business. Therefore, they might want to read a plain English explanation of what automatic summarization is.

As we experienced at Frase, these technical topics might represent an opportunity to educate your audience on new topics. Take a look at the query “automatic summarization use cases”. Frase takes over the featured snippet, in addition to the 1st and 2nd results in page 1 of Google.

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5. Create a New Product Category

Some of the most valuable companies were able to create a new product category. When this happens a new term is created, and therefore, a new potential search query. For example, Drift created the term “conversational marketing”.

conversational marketing google trends
Per Google Trends, Conversational Marketing has experience significant search growth over the last year

This gives Drift an unfair advantage over all the SEO terms related to conversational marketing. They are probably the only company in the world that has been using the term for years now, so Google sees them as the absolute authority.

Just take a look at Google’s page 1. Drift takes 4 out of 10 results, including a featured snippet. I am sure this query brings Drift thousands of qualified leads per month.

Coming up with a unique way to define what you do can be strategic for SEO purposes. You will monopolize the early growth of that term in search engines, and reap the benefits in the long run.