Emarketing & content performance
7 May 2015 Lead Conversion is Emotion!
Human decisions are generaly based on both emotional feelings and reasonable logic. Many marketers don’t realize how passion and desire can affect a purchase action. In many cases, people listen first to what they feel, their needs and cravings, then put it in perspective with rational possibilites, weight the pros and cons. Create a strong emotion can act as a click to buy. As Tim Ash shows it in this article for Marketing Land, it is fortunately quite simple to bound emotional connections with a visitor. Here are some of his tips to increase your conversion through emotion. Stay understandable to your visitors The contents your produce should be written in an accessible, community-friendly language. The reader must not feel inferior or ignorant while reading. You must flatter his ego, make him feel a peer of your ecosystem. If your contents require too much figuring out, you will lose your audience’s attention. Feed the confidence of your vistors The more easier to navigate on your website is, the more visitors will feel self-efficient, they will draw their own navigation path. A website that seems overly complex or is burdened with visual noise will affect visitors’ perception of how easy or difficult a certain task will be to accomplish. Moreover, make your calls-to-action pop. Feed the trust of your visitors Have you ever heard of « the halo effect » in marketing ? People are naturally more likely to give their trust if a new concept is related to a concept they already like and have faith into. That’s the way it works for brands. The halo effect is at work when companies use a celeb as a brand ambassador, or when they display the logos of well-known customers or media outlets that have covered them. That’s also where brand advocates, personal branding and company’s culture help. Activate positive feelings Rewards and incentives are essential in this process, they feed the pelasure centers of the brain. That reinforces desire. That’s what is activated when companies offer coupons, freebies, or, on the B2B market, downloadable documentation. Tim Ash also recommends to learn and meet visitors’ needs, recongnize users’ changing personalities, manage cognitive dissonance, and nurture the conditions for attachement. You can read the full article here.  Image credits: BigStock Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients.   For further information: Discover our tools Download our tools brochure  ...
6 May 2015 Newsletter : stand out of the crowd !
This decision isn't easy. Web users often get their mailbox full, harrassed by promotional and informational newsletters coming from everywhere. It’s a real challenge to stand out in this unceasing flow of emails. In her article for Newincite, marketing consultant Jenifer Beever delivers some advices to build an effective newsletter. Needless to say, it must be interesting, relevant and entertaining. You can select various formats of articles, such as « how to », opinion piece, personal story, reports. Jenifer Beever takes in consideration multiple parameters to create a noriginal newsletter. On the content - Understand your content audience : what will be appreciated? what are the preoccupations of the readers ? Try to define your different profiles of prospects. - Target them individually by creating several newsletters based on their different needs. - Think outside of the box, don’t hesitate to personalize your manner of writing, share your stories. - Put photos or infographics on articles’ covers to push readers to click to get  the entire version of the visual. On the form Don’t forget to brand your newsletter : readers must be able to tell who you are, what you do. You should insert : - the banner and the logo of your brand at the top of the email. - a warmy introduction. - your product name hyperlink to a product page on your website. - a picture of your product - a call-to-action strategy : teaser, PDF donwloading, webinar summary …   Image credits: BigStock Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients.   For further information: Discover our tools Download our tools brochure    ...
2 May 2015 Face Google Search's new algorythm : become mobile-friendly !
Why is it important for a brand to be mobile-friendly ? According to Google, half of all searches globally come from mobile – yet many brands have failed to keep up with the shift in consumer behaviour. Mobile is becoming increasingly important for brands, with data from IMRG and Capgemini showing that mobile accounted for 40% of all UK online retail sales in Q4 last year. These figures include sales from apps as well as mobile sites. Be mobile-friendly becomes unavoidable, as the recent news prove it. Google has just changed its search algorythm. The company will now boost sites that display well on mobile devices in mobile search results, and downgrade those that do not. A significant impact on rankings. Exeperts are talking about a « mobilegeddon » ! As Nick Fettiplate, SEO  expert at JellyFish, explains it in this article of Shona Gosh for Marketing Magazine, "Advertisers whose websites do not cater for mobile may start to see fluctuations in their organic performance as soon as April 21st, when the roll-out of the new algorithm begins." How to know if your site is mobile friendly ? Google has built an online test for brands and publishers to check whether their sites qualify as mobile-friendly. How to become a mobile friendly site ? Google launched an online guide explaining the steps to lead this transformation :Google developers. Image credits: BigStock Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients.   For further information: Discover our tools Download our tools brochure ...
26 Apr 2015 4 types of contents to highlight your events.
Live tweeting and gamification We had talked about it in our article on the Web2connect, a meeting dedicated to the digital. Your defined hashtag becomes the distribution point of contents of your event, on which the participants can find the program, speakers’ key quotations, articles relating to the theme of the event. Invite your participants to share their own impressions and to feed the live tweet with their own contents. Do not hesitate to re-tweet them on your account. Videos Videos allow the viewers to watch in real time the event. They can come from several sources : - Videos taken by your organization: interviews of announcers, influencers, companies, audience, conferences. You can use platforms as Vine or Instagram (time-lapse micro-videos). - Videos produced by the participants: they give an even more human and more spontaneous vision of the event. It allows to restore the atmosphere, to give other perspectives in parallel to the "official" contents. Photos Still on the organizers-participants scheme, photos are another kind of real-time testimony of the event. Twitter and Instagram are perfect to launch this visual flow, as we previously evoked it in this article. Photos can also be used for a live broadcasting during the event thanks to screens laid-out in every corner of the place. It will motivate the participants to produce some contents as informative as nice. Blogging Upstream to your event, you can create articles relating to the defined program (presentation of the conferences, the highlights, the Round Tables), to the themes which will be approached, to collect articles of announcers, experts, (invite them to create their own contents.) Downstream, do not hesitate to talk about the behind the scenes of your event, the possible problems which you had to face, the positive statistics, your objectives for the next year. You can also create a space to invite the participants to ask the questions that they did not have the opportunity to ask during the event. Image credits: BigStock Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients.   For further information: Discover our tools Download our tools brochure  ...
16 Apr 2015 Can you measure the effects of « influencer relations ? »
What is an external influencer ? External influencers are the 2.0 word-of-mouth. A sixth-power which can be as an opportunity as a threat to your business. They are generally passioned by their job and its universe, follow trends and weight on public opinion. Following the explosion of blogging and personal branding, influencers have become true content producers. Some have acquired, through their knowledge of a market, professional skills, and their freedom of speech, an expert status, thus bringing around them loyal audiences. Moreover, they can be a decisive factor in purchasing decisions. To measure effects, know your goals As Cory Edwards explains it in this article for PRDaily, an effective campaign to reach influencers is not only about establishing one-on-one relationships, it’s also about targeting influencers that matter to you, which are useful to spread your business. It takes goals defining, benchmarking, and change tracking. For instance, if you’re looking to build buzz about a product before launch or trying to generate a few positive reviews, then checking to see if the bloggers and social media users you’re working with are helping with those goals will help you identify if your campaign is achieving the results you intended. Some key questions : - How much your target audience is talking about your brand compared to your competitor’s ? - How popular social media users and bloggers talk about your brand ? - Do influencers you are working with drive enough traffic to your website or spread the word about your brand enough ? - How many conversations did you heard about you brand lately ? - What are the impressions my target audience share about your brand on social media or when you meet her? It’s important to understand the quantity of people discussing your brand, but also how and in what context. There are many free tools available to help quantify the number of mentions, and offer some analysis of sentiment. But measurement is often subjective. Sometimes the best measurement option is simply reading content yourself and evaluating how tone has shifted or changed. To learn how to turn external influencers to brand ambassadors, you can read our article Influencer marketing program : from influencers to ambassadors. Image credits: BigStock Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients.   For further information: Discover our tools Download our tools brochure  ...
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