To help Google recognize your content as a trusted authority on marketing, sales, and customer service topics, consider implementing the pillar-cluster model on your blog. Essentially, the pillar-cluster model is a topic-based based content strategy.
This means that you generate and organize ideas for your blog by topic. By creating a single pillar page an ultimate guide, for instance that provides a high-level overview of a topic and hyperlinks to cluster pages subtopic blog posts that delve into the topic's subtopics, you can signal to Google that your pillar page is an authority on the topic.
Hyperlinking all of the cluster pages to the pillar page also spreads domain authority across the cluster, so your cluster pages get an organic boost if your pillar page ranks higher, and your cluster pages can even help your pillar page rank higher if they start ranking for the specific keywords they're targeting. In , HubSpot made a revolutionary discovery about our organic monthly blog traffic -- the overwhelming majority of it came from posts published prior to that month.
By refreshing posts with new information and effectively republishing them as new blog posts, HubSpot can build upon its existing organic value that these posts have accumulated through backlinks and user engagement and double or even triple their traffic. This process also helps HubSpot optimize our blog for efficiency, decreasing the amount of new content we have to create while increasing our organic traffic and conversions. A lot of content marketing techniques involve attracting new audiences rather than improving the effectiveness of the audiences you've already acquired.
That's why retargeting earns a place on this list as a vastly underutilized tactic. I'll explain retargeting with a scenario: A prospect comes to an ecommerce site and checks out a product. They decide it's not time to buy, and they leave. Retargeting allows you to remind them of their initial interest by showing them ads for the product on other sites e.
In effect, your ads "follow them around" the internet, increasing the likelihood that they come back to make that purchase. Earning high-quality inbound links from websites and pages with high authority scores is crucial for boosting your domain authority. But, unfortunately, "If you write it, they will link to it," is not a viable SEO technique. One method for earning high-quality links is by performing email outreach to ask other websites that have the same or higher domain or page authority score than you to link to your top content.
You should also make sure your content is relevant to the referring website's content. More specifically, you can use Backlinko's skyscraper method. The skyscraper method is an SEO strategy where you find content that ranks well for keywords you want to rank for and then create content that's better than the top-ranking posts.
Then, you use SEO tools to find all the sites that have linked to your competitor's content and ask the most relevant sites to replace your competitor's link with a link to your improved content. Since opt-ins are key for growing your email subscriber list, you'll want to closely monitor the performance of your CTAs buttons that send people to your forms and improve on the ones that aren't working out.
Every company has a different set of customers, so there's no one-size-fits-all formula for designing the most optimal CTAs. To figure out which CTA design or copy will produce the best results for your company, you must experiment. For example, you can run an experiment to test a variable such as color. Email is more of a channel than a tactic, but let's start with why the channel is an important one.
Did you know that Americans spend up to five hours checking their email , and the channel is by far their preferred way to receive updates from brands?
At the same time, it's projected that This means that there isn't a lot of room for error if you want to cut through the noise when you send an email. Since it takes a multiple touchpoints to gain the attention of prospects , persuading people to subscribe to your emails and, in turn, constantly consume your content will generate more leads and revenue for your business. This is where the tactic part comes in. The last thing you want to do is clutter up their inbox with yet another sales email.
Instead, consider emails that actually provide value along their paths to purchase. It doesn't matter if the recipient of the email is actively considering Yokel Local's services; they still provide value that keeps their subscribers opening emails. Growing an engaged, loyal subscriber base also speaks volumes about the quality of your content and its emotional resonance.
If your prospects actively engage with your email content, it's a clear sign that they actually value it. Now you might like to go for a brand that you have previously purchased. But there is also a chance that you want to go for a product that seems better from a newer brand. As a consumer, you tend to get overwhelmed and confused with regards to which brand you should be going for. In such cases, having an in-store demonstrator or a salesperson can assist the customer in making a more informed purchase.
They can even use the opportunity to strike a conversation, convince and convert them on the brand they are presenting. This instils the feeling of trust and removes all apprehension regarding the purchase.
It is also a great way to introduce new aspects of an existing product or new products that have just been launched. Pretty much similar to how you walk up to a makeup brand and test the products before making a purchase. Just when the festive season kicks in, the newspaper ads start to show deals on different products.
But what they also additionally provided in the advertisement, is a list of retailers that you could avail the offer at. The co-promotion here helps increase the reach of your retailers and drive in more sales. To make this trade promotions strategy even more effective, localize your efforts. Competitions are a widely used tactic at automobile dealerships. The concept of this competition is fairly simple — the one gets the most number of sales during a season, get acknowledged with an award of a benefit that motivates them to continue their efforts till the next season.
Gamification keeps your retailers motivated and on their toes, trying out new strategies to further improve the results of your trade promotions. You could apply the same strategy to your sales team, incentivizing their efforts to drive more sales. These events give you an opportunity to reach out to a mass audience, introduce your product, get feedback and at the same time, acquire new customers.
Striking a conversation with a consumer and giving them a physical view of your product, can be a huge driving factor for sales. Without an understanding of tactics, for all you know you could be using the wrong end of the hammer. Might still work, at least part of the time, or partially, but once you really know how to use a tool properly, with the right tactics, you can make real progress or discover more quickly that the tool is the wrong one, not achieving your specific goals, and move on.
When exploring how to improve marketing in your company, start at the very top with your goals. Define them. Write them down. Then investigate your marketing strategy, the tactics, and tools being used, and identify the problems.
Start by talking to customers, prospects and employees. Remember, if you want your prospects to find you, you have to make it easy for them! You can even increase you page rank points if the documents you are linking to such as a Word doc or pfd document also use the same keywords in their titles. These are free and generally only a click to get them to work their magic.
An example of this would be to include words like Apple, iPad, Facebook, or Google gratuitously in your blog just to get the search engines to use them as keywords or make those words a priority so that when people type Apple iPad Social Media into a search engine request, your blog comes up in the SERP Search Engine Result Pages.
While using these gratuitously is unethical, working them logically into the content when appropriate would certainly help your page rank and drive you to the top of the search engines. Google Juice You can also climb to the top of the search engines by simply having a lot of content. The more content you have which contain the same or similar keywords, the more likely you will come up on page one of a google search for those words. My Google Juice is currently topping , individual pages that reference my me personally.
So just by continually creating and posting your blogs, commenting on other blogs, and encouraging others to mention your blog, you gain Google Juice. It this case, more is better. Integration The next factor you should look at applies almost always when incorporating social media into your conventional media mix, and that is Integration. Nearly everyone forgets this very simple exercise; integrate your conventional marketing with your new social media marketing.
Social media marketing is identical to conventional marketing, but for only two reasons; social media marketing is two-way communication and it uses different tools. Here are a few ideas to get you started with integration:. You can Tweet your blog address and encourage your followers to stop by your blog for better, more complete insights that are greater than characters.
This post would have taken more than 30 individual Tweets to send. Also be sure that your blog site is clearly mentioned and obvious on your Facebook Fan page, your LinkedIn profile, and any other social network you are participating in. And when you send out an email blast, be sure you blog address is not only in your automated signature, but also in the content of your email.
Tell people to visit you blog. Be sure to set your Google Alerts for all of the keyword phrases you use in your blog. Note which web pages and blogs are returned. Go to each of the top blog sites and participate. Read the blogs and place valuable comments on those blogs. Add new information, a different perspective, maybe argue a different point of view, but participate.
Listen first, then participate. You would never walk up to a group, interrupt them, and begin telling them what you sell. That would be completely inappropriate behavior. Step up to the group, listen for awhile, and when you have something of value to add, wait for the right time and add it.
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