Posted on September 21st, 2011 by Tiffany Categories consumer behavior
Do you have a content writer agonizing over the perfect headline for your company weblog? If you’ve been blessed (or cursed!) by a self-proclaimed perfectionist, you’ll find that agonizing to be a common ailment. Because if crafting pithy, attention-grabbing headlines wasn’t enough work, they now have to write said headlines with SEO tactics in mind.
Like ours, for instance. 3 keywords CAN make a sentence and get the web crawlers creeping across your web content.
Yes, Google dictates the way we live our lives and sell our products and spread our messages, but really, this isn’t news for anyone anymore. Did you know that Google only reads the first 65 characters of every headline? You may include more characters if you’d like to, but there’s no guarantee they’ll be read or acknowledged.
But feel free to ignore the pressure we just piled on. Clearly, attention and web-crawler grabbing headlines can be written every day. Just ask the New York Times. However, if either you or your content writers haven’t been trained at a journalism school, read on.
2. Include keywords in headlines “Flourless Chocolate Cake” reads much better than “A cake with melted butter and chocolate”.
3. As with all things well written, write with a genuine voice. In other words, make a concerted effort to not sound like an ad.
4. Remember Simplicity Headlines need to be easy reads and serve as snapshots of the article. Distill your headlines until you’re left with the essence of the message. “Catchy marketing headlines” for example.
Have you run across any memorable headlines lately? Let us know your thoughts in the comments below!
Posted on September 14th, 2011 by Tiffany Categories digital media
Sure, it sounds like jargon. And it sounds more nebulous than not, and perhaps even overwhelming in an era of constant upgrades to software and modes of communication. But Cloud Computing is the next step up on Web 2.0.
The term carries many different connotations for many different people, including IT departments everywhere; simplified, cloud computing brings together all the components of your digital and interactive life for easy access on the go. For people not involved in IT, think of “the cloud” as an app to access your life – pictures, music, documents and videos – with mobility.
Fact is, you’ve been in the cloud for a longer than you might have realized. Did you sign up for Gmail? You’re in “the cloud”. Did you accept that Spotify invite? Check. Does your smart phone have apps that do more than store pictures, access email and make calls? You’re in “the cloud”.
Of course, the technical details are much more complicated, but the fundamental concept to remember when thinking about Cloud Computing is that it’s not a buzz word in communication – it’s a paradigm shift.
What it means for Marketing
Google AdWords, Pandora and Spotify are some of the services that immediately come to mind. Real-time accessibility on the go seems to be the mantra here, and all three services have either proved or are proving their mettle.
While the complete benefits of cloud advertising remain to be seen and developed some companies have already been making a foray into cloud marketing, which shouldn’t be confused with marketing “the cloud”.
But there’s good news for business analysts and number crunchers everywhere.
From the gurus at Cloudcomputingworld.org comes a collective sigh of relief:
The sales and marketing staff need not outsource marketing research, since the data of the cloud computing software provides sufficient information, that can reflect which market segments are buying which products at which times. This kind of organized data storage has done wonders for market segmentation.
Marketers can then analyze the data, and develop sales and marketing strategies that are specifically tailored to reach particular groups of customers, or market segments. Instead of general promotion and advertising, Companies can speak to their customers in a way that appeals to them, and, thus, the messages are well-received by consumers, who appreciate the convenience of a company getting to know them and trying to meet their needs and demands.
Definitely a leg-up on field data collection.
What are your thoughts on cloud computing? Do you anticipate adopting “the cloud” to streamline your marketing operations? How will prepare for the shift? Let us know in the comments. We’d love to hear from you!
Posted on September 7th, 2011 by Tiffany Categories Marketing
Think of a service you’re searching for. Any service. From skydiving to finding a plumber. Perhaps something even more specialized, like handcrafted crochet knick-knacks (we get pretty creative here at REFUGE).
If your search habits are anything like the majority of the population, you’ll head straight to Google, type in your search terms and most likely, select a result that shows on the first page. Or you’ll head to Yelp to try and find reviews that can better inform your decision.
If you’re a business owner, you’re hoping that your potential clients are trying to interact with you in the same way. If you are, take a moment to initiate a quick search with your business name or with the keywords related to the services you offer. If you’re not on the first page of the search results, you may want to invest some time in tweaking your SEO (Search Engine Optimization) strategy.
Across search platforms (Google, Yahoo, Yelp, Twitter etc) and online interaction, a keyword search is becoming the first point of reference, and being mindful of the following can help you develop your content better.
Listen – And listen closely. Before content can be distributed, you need to seek out your target audience and provide a way for their needs to be met. A little research, especially using social media, can help you understand the channels they use and see the conversations they initiate.
The important lesson here is that services can’t be forced upon a clientele. If services don’t offer solutions, then people will certainly look elsewhere.
Optimized Content – According to Lee Odden at Mashable, “implementing a social media marketing program without optimizing content is leaving money on the table.”
We tend to agree.
Relevant, high quality content, tagged with the right keywords, is what tends to attract search engines, and consequently, clientele.
Daily monitoring – Spend between 30 – 60 minutes each day, tweaking your SEO words, monitoring the metrics like click through’s and search terms, and then create content that engages the largest amount of your target audience. The process is cyclical and eventually helps you move forward.
As always, please do let us know your thoughts and reflections pertaining to our content and the ways you’ve implemented your marketing strategies.