Are marketers becoming less effective at content marketing?

UK content marketers believe they have become less effective at their jobs over the last year, according to new research by the Content Marketing Institute (CMI) released this week.

The report shows a  decline in the confidence of content marketing practitioners, with only 42 per cent of marketers questioned saying they are effective or very effective at content marketing, down from 48 per cent a year ago.

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How to minimise mistakes in your backlink strategy

Hello everyone! I’m Amy Grey from Tekfirst, a digital marketer with a flair for writing. I’ve worked with a number of brands and seen how some wonderful brands end up making small mistakes in their online marketing strategy which costs them big money and big penalties! I hope this guest post helps everybody in fixing their backlink strategy!

In today’s world where Google has the Eye of Sauron, there are a few common mistakes which all digital marketers at some point have been guilty of committing, but if avoided, can create a system for smooth and streamlined link building.

The question is how to earn those votes and earn links for your company in a manner that doesn’t upset Google?

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An introduction to creating a user onboarding strategy

Successful customers stay longer, spend more and generate positive word of mouth. They are also much less of a drain on your resources.

Your aim should be to plan the easiest route from discovery to becoming successful, removing roadblocks and providing timely positive encouragement.

User onboarding is a process for increasing the likelihood new users become successful when adopting your product.

In this post I will give you the basic framework for creating your own user onboarding strategy.

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JD Sports sent me the worst marketing emails I have ever seen

I haven’t bought anything from JD Sports for well over 5 years, but I am on their mailing list. I tend to ignore their emails, but their latest one got my attention for all the wrong reasons.

The problem was not with them emailing me, the design, the quality of the copy or the relevancy. All of that was spot on.

See if you can spot what made this such a terrible marketing email.

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How to turn your business in to more than a commodity

An interesting piece of research passed by my desk recently which claimed 10 – 20% of my industry’s customers don’t know who their supplier is. They are so disconnected from their supplier that they don’t care, and that means they have no brand recall.

This is exactly the same for me with my gas supplier – I can’t tell you who they are. This should be the stuff of nightmares for any marketer!

This occurs in markets where there is no product differentiation (e.g. electricity is the same whoever I buy it from), or where it is perceived to be the same (like my own industry – where in fact there are huge differences).

In this post I will show you how you can become more than just another commodity for your customers.

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Your welcome email is your most important piece of customer marketing

Acquiring a customer is only the first step along what you want to be a very long journey together. The most successful companies know they cannot take customers for granted. They also know that customers never stop developing their opinion of a company, be it good or bad, and first post-purchase impressions are vital.

If you ask for customers to sign-up to an account as part of their purchase, this is where your welcome email comes in.

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