Welcome to my first weekly marketing news blog. Nowadays, there are so many marketing articles that we don’t have time to read them all. I decided to help my fellow marketers by making things easier through my blogs. This is a weekly blog giving you a summary of the marketing article that I’ve read during the week. This will save you time in catching up with what you missed and also learn a trick or two.
The best way to stay up-to-date with marketing is by reading daily articles and newsletters from industry experts. I’ve been noticing an increase in articles that focus on SEO. However, a couple of months ago, there were quite a few articles that focused on the end of SEO. Surprising how quickly a trend can be revived or not understood properly, and thus people are being missed informed. The first article that captured my attention was an article on why AI needs to be part of SEO. Quite an interesting read, especially where AI is being applied in marketing campaigns such as email, social and SEO. Google is using Artificial Intelligence to enhance the user experience by introducing different platforms through which users can gain information such as Cortana. Furthermore, companies should also start focusing on voice searches as customers prefer giving a search query via voice than typing(it’s much quicker to speak than to write). AI is here to help us marketers personalise our message to the customer. We can provide the right solution to the right target audience, meaning that you won’t advertise a sports car for a person looking for a family car. Through these personal messages, a customer will feel more appreciative of that certain brand, as they are going the extra mile to serve them.
The second article that captured my attention was SEO bad tactics that people still include in their SEO strategy. One of the worst tactics that stood out for me was the short, non-comprehensive content. Writing something just for the sake of adding content to your website does not help your customers nor your rankings. As a marketer, you know your brand better than anyone else as well as your target audience. Still, SEO can be tricky and time-consuming, stick to the basics and go from there.
The 3rd article that I would like to mention was an article giving tips on how to improve your PPC campaign. This is a perfect article for anyone starting out with Pay-Per-Click or who do not see the results that they want to. I found the infographic about PPC tactics quite helpful. Hubspot referred to something called the “iceberg effect”. They are saying that we need a 1:1 ratio, meaning 1 keyword ratio to 1 search term ratio. This will give you better control over your ad groups and also lower your CPC. Another interesting tactic that they mentioned was tracking conversions vs. sales. By keeping track of these two variables, you’ll be able to see where your sales are coming from and push more budget behind those keywords and limit the budget on the others. When you work on your PPC campaigns, it is imperative to choose the right platform to reach your audiences. It will be pointless to use Facebook when your main converting audiences come from a different platform. Rather use Facebook as a brand awareness platform and focus on the other platform that is converting new clients.
Social media is part of our daily life, and people tend to spend hours on social media platforms. Consumers tend to absorb a bulk load of information but how much articles or stories do they remember seeing. Hootsuite posted an article that focused on social media psychology. One of the main points was the reason why people engage with posts. People engage and share posts because they can relate to it. They might see a post about GOT and share it among friends and family because this is something they all have in common. Thus, when you write for your audience make sure that it relates to them. Besides, they liked your page for a reason, the consumers relate to your brand, keep your content relevant and focus on the customer's needs.
My final take from this week’s articles is that marketing, especially digital marketing, is always changing. We need to keep up with it, or else we’ll lose potential clients or not reach our ideal target market. Furthermore, SEO is an important part of your marketing strategy and needs to be implemented, don’t just focus on PPC but let them work together to increase your website traffic and conversions. I hope the above-mentioned articles will give you better insight into social media, SEO and PPC. There’s always something new that one can learn through these articles.