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5 Digital Marketing Hacks To Help You Dominate Your Competition in 2022



5 Digital Marketing Hacks To Help You Dominate Your Competition in 2022

Businesses have been using digital marketing to grow their brands online for over two decades now, and it doesn’t look like that will change anytime soon. If anything, digital marketing will only become more critical as we move further into the 21st century.

So what does that mean for businesses in 2022?

It means you need to be ahead of the curve and start implementing these five marketing hacks to stay ahead of your competition and capture those leads!

1. Keep on top of your SEO

SEO is more important than ever when wanting to get your website indexed on the major search engine brands. While SEO trends continue to change and grow, one area that Google, in particular, seems to be focusing on is the difference between search and intent.

You can’t just publish a blog post and call it a day. You need to make sure you are doing everything to optimize that content for search engines. This includes using the right keywords, adding images and videos, and publishing regularly.

Create compelling content

Your website is only as good as the content you publish. If you want people to stick around, you need to produce high-quality content that’s both informative and engaging. However, it doesn’t mean you have to write long, drawn-out blog posts. Shorter posts can be just as effective if they’re well-written.

Optimize your website for mobile users

Today, more people are using their smartphones to browse the internet, so your website must be optimized for those users. It means operating a responsive theme, making sure your pages load quickly, and using easy-to-read fonts.

2. Create Content Using Basic Marketing Strategies

The AIDA framework performs exceptionally well on almost all marketing channels. Its primary use is to grab the reader’s attention, create a fear of missing out, pull on their heartstrings, and finally provide them with a solution to their problem. This formula has been proven to work in the past and is still used today because of its effectiveness.

Another practical copywriting framework is the problem, agitate, solution (PAS) system. Compared to AIDA, it is a more straightforward way to move people through the buying process, so you can also use it on your website, emails, and social media posts if that’s what you prefer.

So it’s a no-brainer that either of these frameworks should be applied when marketing a small business for the year ahead.

3. Use a Variety of Growth Marketing Tactics

It’s important to have variety in your growth and sales tactics because you want to be able to grow using many different methods and pivot as the market changes. Sticking to just one tactic can become less effective over time, so businesses should gather data by testing new things on their customers before they stop working entirely for them.

This will lead to successful outcomes!

Here are three growth marketing tactics that you can use to help your business grow:

  • Popups are a great way to capture email addresses and grow your database. You can offer a freebie in exchange for someone’s contact information or use a popup to promote one of your products or services.
  • Contests are a great way to generate leads and social media followers. You can offer a free prize in exchange for someone’s contact information or ask people to like your page or follow you on Twitter to enter the contest.
  • Gated content is content that is hidden behind a form. To view the content, someone has to provide their contact information. This creates curiosity in the reader, and they are more likely to want to opt in. Ultimately it is a great way to generate leads and grow your database.

4. Don’t Be Afraid to Get on Video.

Live video has grown exponentially in recent years, and it isn’t showing any signs that this trend will be going away anytime soon. Brands are using these videos for everything from customer support to product demos.

There aren’t limits on what can happen when you allow viewers to be involved through interactive features like chat rooms or polls.

The advantage of live over prerecorded video is the immediacy and interactivity it provides. Audiences can call in, ask questions, or make comments that can be answered during the live session. This helps to create a more personal connection with viewers, resulting in increased trust and loyalty.

In addition to live videos, branded videos are also extremely popular. These are videos that a brand has created to promote one of its products or services. Branded videos can be anything from product demos to testimonials.

The advantage of using branded videos is that they allow brands to control the messaging and the overall tone of the video. In addition, branded videos enable brands to create a more personal connection with viewers.

This can result in increased trust and loyalty. So, how do you get started with video marketing?

Here are a few tips for getting started:

  • Don’t try to do too much at once. Start small and gradually increase the amount of video content you produce.
  • Try to be consistent with the type of videos you produce and the frequency with which you post them.
  • Try to use a variety of formats, including live videos, branded videos, and instructional videos.
  • Be sure to engage your viewers by asking them questions and soliciting their input.

So get on video! It’s a great way to connect with customers and create loyalty.

5. Hone in on Your Email Marketing Strategy

While other communication methods have come and gone, email has remained a staple of both personal and professional life. And there’s a good reason for this – email is fast, efficient, and reliable.

Perhaps most importantly, email is accessible. Just about everyone has an email address, which makes it the perfect way to reach a broad audience.

Another exciting statistic for all those thinking of using email in their marketing is that it has the highest return on investment. Of course, that will only be possible with a well-crafted email with a message that is both clear and gets the reader to take action.

An effective marketing strategy is segmenting your email list to match your customer base. For example, some marketers use the holiday season to offer incentives to their customers, such as discount coupons for those who left their website with an item in the shopping cart.

Segmenting your email list also allows you to target specific groups of customers with tailored content. This can be highly beneficial, as it helps to ensure that your customers are getting the most relevant information possible.

To create an email marketing campaign, you need to keep a few things in mind:

  • Keep your emails short: Nobody wants to read a long email. Get right to the point and make sure your message is easy to understand.
  • Use attractive visuals: Images are a great way to break up the text and capture your readers’ attention.
  • Engage your readers: Be sure to engage your readers by asking them questions and soliciting their input.
  • Test, test, test: Always test your emails before sending them out to ensure they look and function correctly.

You know that old saying, “You get more of what you send out”? Well, it’s true!

One way to ensure your emails are getting through is by segmenting them based on who they’re intended for. Suppose there is a specific type of demographic in mind when crafting an email campaign.

In that case, this strategy will allow marketers to not only reach their target audience but also provide incentives tailored specifically towards these individuals, which might increase open rates and click-thru rates.

Segmenting customers is a great way to increase the effectiveness of an email campaign while maintaining a cohesive brand image. Try using demographic information, interests, or purchase history to better target your recipients. It’s a surefire way to improve campaign results!


The best way to approach digital marketing is by taking a marathon mindset. This means being strategic, data-driven, and setting yourself up for success with the hacks we’ve outlined in this blog post.

But don’t forget, these hacks are not written in concrete. It would be best to keep on tweaking your strategy to get the best return for your business.

What this post has shown is that digital marketing strategies are constantly changing. The best way to keep up with them? Keep it simple!

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The Future of Content Success Is Social



The Future of Content Success Is Social

Here’s a challenge: search “SEO RFP” on Google. Click on the results, and tell me how similar they are.

We did the same thing every other SEO does: We asked, “What words are thematically relevant?” Which themes have my competitors missed?” How can I put them in?” AND “How can I do everything just slightly better than they can?”

Then they do the same, and it becomes a cycle of beating mediocre content with slightly less mediocre content.

When I looked at our high-ranking content, I felt uncomfortable. Yes, it ranked, but it wasn’t overly helpful compared to everything else that ranked.

Ranking isn’t the job to be done; it is just a proxy.

Why would a high-ranking keyword make me feel uncomfortable? Isn’t that the whole freaking job to be done? Not for me. The job to be done is to help educate people, and ranking is a byproduct of doing that well.

I looked at our own content, and I put myself in the seat of a searcher, not an SEO; I looked at the top four rankings and decided that our content felt easy, almost ChatGPT-ish. It was predictable, it was repeatable, and it lacked hot takes and spicy punches.

So, I removed 80% of the content and replaced it with the 38 questions I would ask if I was hiring an SEO. I’m a 25-year SME, and I know what I would be looking for in these turbulent times. I wanted to write the questions that didn’t exist on anything ranking in the top ten. This was a risk, why? Because, semantically, I was going against what Google was likely expecting to see on this topic. This is when Mike King told me about information gain. Google will give you a boost in ranking signals if you bring it new info. Maybe breaking out of the sea of sameness + some social signals could be a key factor in improving rankings on top of doing the traditional SEO work.

What’s worth more?

Ten visits to my SEO RFP post from people to my content via a private procurement WhatsApp group or LinkedIn group?

One hundred people to the same content from search?

I had to make a call, and I was willing to lose rankings (that were getting low traffic but highly valued traffic) to write something that when people read it, they thought enough about it to share it in emails, groups, etc.

SME as the unlock to standout content?

I literally just asked myself, “Wil, what would you ask yourself if you were hiring an SEO company? Then I riffed for 6—8 hours and had tons of chats with ChatGPT. I was asking ChatGPT to get me thinking differently. Things like, “what would create the most value?” I never constrained myself to “what is the search volume,” I started with the riffs.

If I was going to lose my rankings, I had to socially promote it so people knew it existed. That was an unlock, too, if you go this route. It’s work, you are now going to rely on spikes from social, so having a reason to update it and put it back in social is very important.

Most of my “followers” aren’t looking for SEO services as they are digital marketers themselves. So I didn’t expect this post to take off HUGLEY, but given the content, I was shocked at how well it did and how much engagement it got from real actual people.

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7 Things Creators Should Know About Marketing Their Book



7 Things Creators Should Know About Marketing Their Book

Writing a book is a gargantuan task, and reaching the finish line is a feat equal to summiting a mountain.


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Being position-less secures a marketer’s position for a lifetime



Optimove Positionless Marketer Optimove

On March 20, 2024, the Position-less Marketer was introduced on and my keynote address at Optimove’s user conference.

Since that initial announcement, we have introduced the term “Position-less Marketer” to hundreds of leading marketing executives and learned that readers and the audience interpreted it in several ways. This article will document a few of those interpretations and clarify what “position-less” means regarding marketing prowess.

As a reminder, data analytics and AI, integrated marketing platforms, automation and more make the Position-less Marketer possible. Plus, new generative AI tools like ChatGPT, Canna-GPT, Github, Copilot and DALL-E offer human access to powerful new capabilities that generate computer code, images, songs and videos, respectively, with human guidance.

Position-less Marketer does not mean a marketer without a role; quite the opposite

Speaking with a senior-level marketer at a global retailer, their first interpretation may be a marketer without a role/position. This was a first-glance definition from more than 60% of the marketers who first heard the term. But on hearing the story and relating it to “be position-less” in other professions, including music and sports, most understood it as a multidimensional marketer — or, as we noted, realizing your multipotentiality. 

One executive said, phrasing position-less in a way that clarified it for me was “unlocking your multidimensionality.” She said, “I like this phrase immensely.” In reality, the word we used was “multipotentiality,” and the fact that she landed on multidimensionality is correct. As we noted, you can do more than one thing.

The other 40% of marketing executives did think of the “Position-less Marketer” as a marketing professional who is not confined or defined by traditional marketing roles or boundaries. In that sense, they are not focused only on branding or digital marketing; instead, they are versatile and agile enough to adjust to the new conditions created by the tools that new technology has to offer. As a result, the Position-less Marketer should be comfortable working across channels, platforms and strategies, integrating different approaches to achieve marketing goals effectively.

Navigating the spectrum: Balancing specialization and Position-less Marketing

Some of the most in-depth feedback came from data analytic experts from consulting firms and Chief Marketing Officers who took a more holistic view.

Most discussions of the “Position-less Marketer” concept began with a nuanced perspective on the dichotomy between entrepreneurial companies and large enterprises.

They noted that entrepreneurial companies are agile and innovative, but lack scalability and efficiency. Conversely, large enterprises excel at execution but struggle with innovation due to rigid processes.

Drawing parallels, many related this to marketing functionality, with specialists excelling in their domain, but needing a more holistic perspective and Position-less Marketers having a broader understanding but needing deep expertise.

Some argued that neither extreme is ideal and emphasized the importance of balancing specialization and generalization based on the company’s growth stage and competitive landscape.

They highlight the need for leaders to protect processes while fostering innovation, citing Steve Jobs’ approach of creating separate teams to drive innovation within Apple. They stress the significance of breaking down silos and encouraging collaboration across functions, even if it means challenging existing paradigms.

Ultimately, these experts recommended adopting a Position-less Marketing approach as a competitive advantage in today’s landscape, where tight specialization is common. They suggest that by connecting dots across different functions, companies can offer unique value to customers. However, they caution against viewing generalization as an absolute solution, emphasizing the importance of context and competitive positioning.

These marketing leaders advocate for a balanced marketing approach that leverages specialization and generalization to drive innovation and competitive advantage while acknowledging the need to adapt strategies based on industry dynamics and competitive positioning.

Be position-less, but not too position-less — realize your multipotentiality

This supports what was noted in the March 20th article: to be position-less, but not too position-less. When we realize our multipotentiality and multidimensionality, we excel as humans. AI becomes an augmentation.

But just because you can individually execute on all cylinders in marketing and perform data analytics, writing, graphics and more from your desktop does not mean you should.

Learn when being position-less is best for the organization and when it isn’t. Just because you can write copy with ChatGPT does not mean you will write with the same skill and finesse as a professional copywriter. So be position-less, but not too position-less.

Position-less vs. being pigeonholed

At the same time, if you are a manager, do not pigeonhole people. Let them spread their wings using today’s latest AI tools for human augmentation.

For managers, finding the right balance between guiding marketing pros to be position-less and, at other times, holding their position as specialists and bringing in specialists from different marketing disciplines will take a lot of work. We are at the beginning of this new era. However, working toward the right balance is a step forward in a new world where humans and AI work hand-in-hand to optimize marketing teams.

We are at a pivot point for the marketing profession. Those who can be position-less and managers who can optimize teams with flawless position-less execution will secure their position for a lifetime.

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