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How a Silly Content Question Led to Surprisingly Delicious Answers

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How a Silly Content Question Led to Surprisingly Delicious Answers

It wasn’t a great question.

But we asked it anyway: “Does it matter if people consume the content, or is it enough for them to notice it?”

To make matters worse, we posed the question to the experts presenting at Content Marketing World 2022. Yeah, the people sharing ideas with content marketers (who presumably want their content consumed).

To our delight, the experts took this less-than-stellar query and returned something even better than we’d hoped – frank contemplations, food for thought, and, sure, plenty of sass.

You don’t just eat with your eyes

Oh lord. Of course, it matters if people consume your content. That’s like asking a chef if it matters if people consume the food or look at it. – Andrew Davis, author and keynote speaker, Monumental Shift

Offer taste testers more than one course

If you’re building brand awareness, the relationship often starts with engineering a dozen micro touchpoints where your content is just enough to stop the scroll or get your audience to look twice. But it’s important that your scroll-stopping content ultimately leads your audience to find out more – and seek out your content to consume.

Then the challenge is: How do you make them return for more content?

Being consistent with your message is key to achieving this and ensuring that there is a clear path your audience can take with your content, from bite-sized snackable content to longer-form, informative pieces. You can achieve this with well-planned content repurposing.

It’s a little like serving up different courses in a meal. Learn how to take your audience from taste tester to content consumer with our guide, How Content Repurposing Makes Your Customer Journey a 7 Course Fine Dining Experience. – Amy Woods, founder and CEO, Content 10x

Don’t be the noticed-but-ignored burger truck

If audiences notice it and then choose not to consume it, chances are there’s an issue with the message, the design, or the targeting. If I’m at a food truck park and I notice the burger truck every single time but actively choose to order food from the Cajun truck, my notice doesn’t matter to the burger people. Same thing if I notice one piece of content but then consume another. – Andrea Fryrear, CEO and co-founder, AgileSherpas

If audiences notice your #content but don’t consume it, there’s a problem with your message, design, or targeting, says @AndreaFryrear via @AnnGynn @CMIContent #CMWorld Click To Tweet

Tempt with aromas, but get them to buy dinner

Is it enough for people to walk by a restaurant and think it smells good? Or do you want them to buy dinner? Ultimately, the more sales you make, the better off you are. However, to continue the analogy, some of those sales may come from people who previously walked by and inhaled a delectable scent.

Simply noticing content involves consuming some of it – perhaps a headline, an image, or a logo. With repeated exposure, a person may decide to dive deeper.

That said, I always aim for notice and consume. If your content is well targeted, you want those targets to engage with it – and respond to it – because that’s what can lead to business. And at the end of the day, isn’t that what most of us want? – Nancy Harhut, CCO, HBT Marketing

Give them more than one bite

Of course, you want your audience to consume your content. That’s the point of content marketing. Content marketing is providing content to the target audience to help them reach professional goals, educate, entertain, or address whatever content needs they might have.

If your content is designed to meet those goals, you want your audience to have a close and intimate relationship with it. We want them to appreciate it and be grateful for it. We want them to depend on it. We want them to be hungry for more.

This will – depending on your goals – induce brand trust, build experts’ personal branding, or simply create a positive association. Unless your content is so bad, you hope nobody will read it in full. – Igor Bielobadek, digital marketing senior manager, Deloitte

Don’t add to clickbait content noise

Look, it’s better to be noticed than not noticed. But of course, consumption matters. The world’s attention is incredibly divided, yes. And it’s hard to get noticed. But vying just to get noticed means that you’re adding to the clickbait, junk-content noise that already prevails.

If all you’re doing is vying for attention, you’re not giving value to your audience. And great relationships are built on value. Think about your own day-to-day – probably thousands of things catch your attention for a few seconds. But they leave your brain the minute you look away. Creating meaningful interactions is the key to forging a great relationship with your audience. You can’t do that with hand waving. – Inbar Yagur, vice president of marketing, GrowthSpace

If all you’re doing is vying for attention, you’re not giving value to your audience, says @Content_Fairy via @AnnGynn @CMIContent #CMWorld Click To Tweet

More awareness equals a bigger audience

I love this question because it calls attention to a timeless marketing principle: AIDA. The first A stands for awareness. (The rest stands for interest, desire, and action.)

While it’s great for your super fans to consume your content, there’s greater value in more people in your target audience noticing it, provided that it reinforces the main thing about your brand. This keeps your brand top of mind, which leads to higher sales conversions in the long run. – Bernie Borges, vice president global content marketing, iQor

Do you want their minds?

Like all good content questions, the answer is “it depends.” If you’re going for brand awareness, noticing content is enough. If you want to change hearts and minds, content must be consumed and engaged with.

But if your goal is to sell, even if the content is only consumed at a surface level (i.e., skim-read or watched to 25%) but still converts, does it really matter? To a content creator, yes. To the business, probably not. – Gina Balarin, director and content queen, Verballistics

Notice, then consume

As someone who has over 80 tabs open at all times, I can assure you that if I’ve noticed good content, I’ll consume it. I also DM myself on Twitter and IG, save TikToks, etc.

Catching the eye is great, but the ROI of content marketing comes when folks read and engage with your content. – Jenn VandeZande, editor-in-chief, SAP Customer Experience

Catching the eye is great, but #ContentMarketing ROI comes when folks read and engage, says @JennVZande via @AnnGynn @CMIContent #CMWorld Click To Tweet

Sow content seeds

In January, I noticed a garden seed company sharing information about container gardens. When I was ready to plan my container garden in March, I went back to the company to learn more about the right plants for my growing zone and container size. When I planted the garden in May, I went back again to purchase materials. People need the right information at the right time.

Often people notice a source that offers helpful, insightful content and are more likely to remember the brand and the type of information they share. When a need arises, people can go back to that brand for educational information and purchase details. – Penny Gralewski, senior director, product and portfolio marketing, DataRobot

Know the stop on the journey

If you are looking to create brand awareness or ad recall, it might be enough for people to notice it without taking any action. If you are targeting people early in the customer journey when awareness is your major goal, they may not act on your content, and that is OK. If you target users further down the funnel or have a goal that involves the user doing something with your content (clicking, sharing, etc.), then just noticing it will not help you reach your goals. – Andi Robinson, global digital content marketing, Corteva Agriscience

If you’re targeting people early in their customer journey, they may not act on your #Content, and that’s OK, says @HijinxMarketing via @AnnGynn @CMIContent. #CMWorld Click To Tweet

Make a dent or generate leads

It depends entirely on your foundational goals. If you’re simply trying to build awareness of your existence, then people noticing your presence – preferably on a repeated basis – may be enough to make a dent.

But if you’re trying to generate leads, built trust, or create loyalty, you need true engagement.

Think about how-to content that helps solve a customer’s problem or need, for example. If that customer simply sees it, well, that’s a good start. But if they consume the content, then come back for more, you’re on the way to creating trust and loyalty. – Chris Blose, founder, Chris Blose Content

Go down the attention funnel

We often talk about the sales funnel. Here, I’ll introduce the concept of the “attention funnel.” While we’d always prefer that users consume and deeply appreciate our content, let’s think about it in terms of the stages of a funnel.

At the top of the funnel, we want people to simply notice our content or notice our brand. The bottom of the funnel is where they consume it deeply and share it with friends. In these terms, having users notice your content can be thought of as the beginning of a wonderful, full-funnel relationship. – Dennis Shiao, founder, Attention Retention

Having users notice your #content can be the beginning of a wonderful full-funnel relationship, says @DShiao via @AnnGynn @CMIContent. #CMWorld Click To Tweet

Not face value

Content is not a façade. We create it to be consumed (read, watched, clicked). If it’s just to be at face value, we can just create a couple of pretty pictures and be done with it. – Michael Weiss, vice president of consulting services and solutions, Creative Circle

Think about the audience’s why

I don’t see this as a binary. It might not be necessary for a person to consume a piece of content at a specific moment.

Instead, I think about the “why” underpinning this. In the instance of someone noticing a piece of content but not consuming it, why is that? Was that the objective in the first place? Did the theme not resonate? Is the environment a mismatch? Was something off-putting about the content that caused the person to scroll past? Was the person just busy and couldn’t devote the time?

Frequency and quality impressions are also important metrics to consider, and engagement is a medium- to long-term strategy. There is no right or wrong answer here. Instead, it’s critical to consider the context and nuances of a particular brand, campaign, or organization. – Michael Bordieri, senior content solutions consultant, LinkedIn

Be a content marketer, not a brand marketer

Getting notice or attention is the aim of the brand marketer, but the content marketer is looking for deeper engagement. When people consume the content, it indicates we are actually meeting the informational need of our audience, not just trying to draw attention to ourselves. – Ali Orlando Wert, director of content strategy, Qlik

Make it sticky

Content takes on myriad forms, so it depends on your goal. If your audience desires a quick fix, then perishable content might make the most sense. But if you’re trying to drive home value, you want sticky, memorable, educational content and, if applicable, entertain the user. That’s how you gain mindshare and foster recall. – Karen McFarlane, chief marketing officer, LetterShop

If you’re trying to drive home value, you want sticky, memorable, educational #Content that entertains, says @KarenMcFarlaine via @AnnGynn @CMIContent. #CMWorld Click To Tweet

Go for binge and share

If you think deeply about why you’re doing what you’re doing, then the answer to this question is obvious. If you commit every day to be on a search-and-destroy mission to finding out the best way to create memorable and meaningful content that meets your customers’ exact needs at every moment, then there’s no chance they’ll just notice it.

You’ve made it for them to devour. It’s stuff that they want to binge and share with their friends mid-binge at 1 in the morning. Wait, who does that? “Hey, Rhonda, did you see that blog post from that brand?” seems farfetched. But if you’ve done your job, fans will seek you out, thank you for it, and share willingly and openly. You’ll have tons of Rhondas. – Jon Burkhart, founder, TBC Global Limited

Not everything needs a click

If the goal is brand awareness, you can meet it without a click. Just seeing the email in the inbox or the post in the social stream creates some brand awareness. No one has ever clicked on an outdoor billboard, but those have marketing outcomes, right?

That’s more common for B2C brands where you need to be visible to lots of people (low-value, high-volume content). But for B2B brands where you sell something more expensive (high-value, low-volume content), brand awareness is insufficient. You need leads. You need the content to get clicked and consumed. You need trust. – Andy Crestodina, co-founder and chief marketing officer, Orbit Media Studios

In B2B, brand awareness is insufficient. Brands need leads. You need the #Content to get clicked, says @Crestodina via @AnnGynn @CMIContent. #CMWorld Click To Tweet

Neither noticing nor consuming matters

It’s the next step that matters, and that’s the only one worth measuring: The audience has to share it. Remember, shares are about ego. People share your content because they get credit for it by default.

Your job is to make them look cool/knowledgeable as a result. Like in college, when someone brought you a new record? And then you shared it? And then you got the props for being the tastemaker? It’s exactly like that.

Pro tip: Effective content all comes down to emotion. Rule No. 1: Don’t be boring. Rule No. 2: Make them react. To buy, click or share, I have to feel. Emotion is the driver. Content that triggers emotion beats the hamburglars outta everything else. – Kate Bradley Chernis, co-founder and CEO, Lately

Get to the goals

Noticing it is the first goal. Consuming content is the next goal. Converting from content is the ultimate goal. – Michael Brenner, CEO, Marketing Insider Group

Education requires consumption

If the goal is awareness, being noticed may be enough. If your goal is to educate or engage with your audience, they probably need to consume it. – Ruth Carter, evil genius, Geek Law Firm

Noticing is consuming

Isn’t noticing it consuming it at a basic level? – Meg Coffey, managing director, Coffey & Tea

They’re not your audience

If the audience doesn’t consume the content, they are not, in fact, your audience. – Joe Pulizzi, founder, The Tilt

If the audience doesn’t consume your #content, they are not, in fact, your audience, says @JoePulizzi via @AnnGynn @CMIContent. #CMWorld Click To Tweet

Consumption habits are changing

Noticing it is important. Consumption habits are changing, and we may need to update what consumption means. – Kathy Klotz-Guest, founder, Keeping it Human

Define what consumption means to your brand

If your goal is to increase brand awareness or push inaccurate/negative search results off page one, it might be enough for people to simply notice your content first as they scroll.

But define consumption for your brand. Does that mean clicks from Google search results? Email sign-ups? Direction requests? How will you know if your content was successful? What matters is if what people do, matches your definition of success. – Haley Collins, director of operations and content, GPO

Become a trusted source

Content marketing is an incredible way to gain credibility and build trust with buyers, but those benefits don’t come from catchy headlines alone. By creating content that helps your prospect find an answer, solve a problem, or sharpen their skills, you’ll build loyalty and be the trusted source they return to when it is time to make a purchase. – Wendy Covey, CEO and co-founder, TREW Marketing

Consumption creates more metrics

It depends on the content’s purpose: Is its job simply to increase awareness? Or do you expect it to change minds, educate, drive demand, or reduce customer support calls? Also, it’s harder to track and measure the impact of content that your audience doesn’t actually engage with. – Carmen Hill, principal strategist and writer, Chill Content

Noticing is good enough for stopping scrollers

Every content item and type has a unique goal. If the goal of the content is consumption and engagement, yes, it matters. If the goal is, for example, to stop a scrolling passer-by and drive amplification, the scroll depth and reader patterns aren’t as important. Only the most magical content items in magical situations will achieve multi-goal realities. – Jeff Coyle, co-founder, CSO, MarketMuse

Stay no to junk

With shrunken attention spans, it’s unrealistic to expect consumers to read every single word on a piece of content. However, consumers are smart. They expect quality content and know when they’re reading junk. It’s vital for brands to keep up high-quality standards when it comes to content – no matter where it’s posted. From social media to blog posts, serve up top-tier content and consumers will respond with clicks and conversions.  – Brittany Graff, senior director of marketing, Painting with a Twist

Focus on the bigger picture

Noticing it will get you some ROI. The focus definitely should be on getting folks to consume your content for a true transactional relationship to begin. – Chris Ducker, founder, Youpreneur.com

Change it to get the consumption

Consumption matters. Engagement matters. Engagement builds dialog, which builds trust, which drives relationships. If people are not consuming and engaging with your content, consider how you can alter it to spark the kind of education, inspiration, and conversion needed to drive business performance. – Mark Emond, president, Demand Spring

Liberty, Liberty, Liberty

If you can communicate an idea about your brand in an image or passing headline, noticing can be enough. I don’t pay attention to Liberty Mutual commercials, but I can sing that damn jingle in my sleep. And I at least know what they do, so if I’m ever in need of insurance – “Liberty, Liberty, Liberty … Liberty.” – Jason Falls, senior influence strategist, Cornett

Make it worthy of consumption

One of the biggest problems we face is the amount of content that’s produced every day. It’s easy to get lost in the deluge of blog posts, podcasts, infographics, and videos that come out every minute. If your content isn’t good enough to be consumed, it’s not providing value to anyone and is a waste of your time. Start looking for ways to make less content and make better content. – Brian Piper, director of content strategy and assessment, University of Rochester

End random acts of content

If you’re creating content, but no one is reading it, you’re wasting your efforts. My mantra (and our consultancy’s tagline) is “no more random acts of content.” Everything should be created with your audience’s needs in mind – the challenges they face, their most frequent questions, and the ways you can help them excel in their lives. Unless you’re creating something with a specific audience need in mind, you’re just adding to the noise and wasting your content marketing budget. – Erika Heald, founder, lead consultant, Erika Heald Marketing Consulting

If you’re creating #content but no one’s reading it, you’re wasting your efforts, says @SFerika via @AnnGynn @CMIContent. #CMWorld Click To Tweet

It’s quantity vs. quality

Our mission as marketers is to make sure people will consume our content. However, I see many managers quite worried about quantity. If your brand is niche focused, its audience will naturally be proportional to the market size. So, don’t expect your brand to be popular outside the boundaries of your target. – Cassio Politi, founder, Tracto Content Marketing

Action requires consumption

If the goal of the content is brand awareness, then I suppose noticing it may be an OK outcome. But if no one is actually consuming it, and taking action as a result of it, then you probably need a more focused content strategy. – Paul Roetzer, CEO, Marketing AI Institute

Get them to know you

It is not enough for people to notice your content. They have to consume it. Noticing that you have content doesn’t help them. They aren’t getting to know, like, or trust you if they just see that you’re making content. They have to spend time-consuming it for it to benefit either of you. – Tim Schmoyer, founder/CEO, Video Creators

Who cares?

I guess it comes down to: Does it matter for me or them? Stats, numbers, clicks, and likes might be enough for budget justification. But to effect real change, your audience needs to consume your content.

Recently, I started sharing a tip a day from my book 101 Ways to Rock LinkedIn – bite-sized pieces. I’m not asking for a huge time commitment from my audience. People just seeing and liking and sharing my posts might help build my credibility. It does nothing for them unless they invest the two to five minutes to read/watch the content and then take action. In the end, I’m in my business to help other people succeed. I feel consuming the content is key. – Viveka von Rosen, chief visibility officer, Vengreso

Scanners are audiences too

I want people to scan the content. I want them to notice it, click on it, and scan it to see what they like and any takeaways. For those scanning audiences, I like to include downloadable content (often in deck format) and shorter form versions of long-form blogs so they can easily repurpose the deck for internal presentations. (This is important for mid-market and larger audiences.) So, the audience doesn’t need to consume it all. They do need to do more than just notice it. – Tracey Wallace, director of content strategy, Klaviyo

Why create it if no one reads it?

It matters if people consume it. If they only notice it, then why was it created in the first place? My favorite metric to reveal is the engagement on gated e-books. For example, why are we creating long guides that take months to create if no one reads them? If a form is filled out, but no one downloads the guide or reads it all the way through, how much could you have saved in resources?

As a creator, I want my content to inspire people, help them, and engage them – I don’t just want them to fill out a form or see it in passing. – Amy Higgins, senior director, content marketing, Twilio

Imperfect question but thoughtful insight

If we’d asked this as a multiple-choice question, the most chosen answer would’ve been: “It depends.” Some people held strong feelings about getting people to consume content. But no one thought noticing alone was enough.

So, after asking a potentially stupid question and reading all the thoughtful responses, here’s my answer: Don’t create content just to get noticed. But getting noticed can be an important step to having it consumed, remembered, or shared.

What do you say? Please share in the comments.

MORE ADVICE FROM CMWORLD 2022 SPEAKERS:

Join us at Content Marketing World 2022 for new ideas to drive your business, fuel your inspiration, and speed up your career. Register today and use promo code BLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute



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MARKETING

Profit More, Work Less: 4 Steps to Niching Down For Your Agency

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Profit More, Work Less: 4 Steps to Niching Down For Your Agency

Profit More Work Less 4 Steps to Niching Down For

Ever wonder what the most successful agencies did differently than everyone else?

Was it luck, skill, hard work, the industry they chose, or something else?

Through my consulting work at Revenue Boost, I’ve worked with and taught over 400+ agencies how to scale their business.

From this, I’ve seen consistent patterns & traits in the ones who grow effortlessly…

Versus the ones who stay stuck for years – no matter how hard they work.

One key difference in approach stuck out to me.

I’ll illustrate what this one difference was with a story.

Once upon a time…

Two marketers graduated from business school with big plans to start their own agency. 

Ready to conquer the world, they started cold calling, cold emailing, and doing everything under the sun to get clients.

And although they had the SAME levels of work ethic and talent…

One of them now has an 8-figure agency.

The other one of them is still freelancing odd jobs, barely making ends meet.

What did the successful one do differently?

He took a big risk and started turning down clients and projects.

Instead of offering everything to everyone, like most agency owners…

And being a jack of all trades but a master of none…

He decided only to serve Plumbers and be the best dang’ plumbing marketer on the planet.

With a goal to make their pipeline fuller than a broken toilet pipe.

1716128762 859 Profit More Work Less 4 Steps to Niching Down For1716128762 859 Profit More Work Less 4 Steps to Niching Down For

He mastered the art of niching down and realized it would be easier to be the biggest fish in a small pond.

And you should too – and in this article, you’ll learn exactly how to define your own niche.

Now it may seem scary to turn down clients…and it may feel like you’re limiting yourself by focusing on only one client-type.

But it’s exactly the opposite. You’re actually limiting yourself by being everything for everybody.

Niching Down Can Help 2x-3x Your Revenues

One of my clients Lauren ran a digital agency offering everything under the sun.

Social media, paid ads, web dev, SEO, and she offered it to clients from many different industries.

Because of this, her agency stayed stuck at $25,000 a month and she couldn’t break through.

On top of that, she and her team worked so much harder than they had to and operations were messy.

Every client needed different things, required customization, and nothing was standardized.

We sat together to audit all her past clients, and we found that Medical practices were her best clients.

They were easy to sell, stayed the longest, and gave her the least amount of headaches and complaints.

So, she changed her entire business model to ONLY service this industry.

Then, she developed a standardized offer for that industry, rather than customizing everything.

One offer, to one target market. Afterwards, she started cold emailing businesses in her niche with her new offer.

The Results?

 She 2X’d her revenues and grew to $52,000 in monthly revenue in not even four months time.

All from making one simple shift. One decision that can make everything easier, and you can do the same.

See, most agency owners and marketers start out with one or two clients, and then they get referred new clients from various industries.

Before they know it, they’re marketing everything for everyone and have NO idea who their ideal client is.

The Problem with Running a Business This Way Is That It Becomes Impossible to Scale.

Every single new client requires a ton of research, thought, and brainpower.

1716128762 609 Profit More Work Less 4 Steps to Niching Down For1716128762 609 Profit More Work Less 4 Steps to Niching Down For

Because each new client has different needs, it leads to having no standardized processes and systems.

Which keeps the founder stuck in the business and unable to hire a team.

The other problem that arises is acquisition.

There are hundreds of thousands of agencies on the planet, and it’s really hard to stand out.

UNLESS you specialize.

When you specialize in a niche – let’s say, SEO for plumbers…

Then you aren’t competing with every other agency on the planet. You don’t look and sound just like them anymore.

Now, you’ve created your own tiny pond in which you can be a big fish.

There are way fewer agencies that specialize in plumbers or SEO, let alone both. So, you’ve eliminated the competition with one decision.

If a plumber was looking at two agencies – one that was a general digital agency and one that specializes in helping plumbers…

They almost always choose the agency that specializes in their industry and has testimonials from people just like them.

Not to mention, it’s easier to market when you have a clear niche in mind.

You know who you’re writing your content for…

You know who to send emails and social media DMs too…

You know exactly who to target in your ads….

You know what podcasts you should get booked on

And so on and so on.

Plus, you can charge whatever prices you want. Because you aren’t compared to the hundreds of thousands of agencies out there – you have a unique offer now.

Committing to one niche makes marketing easier, it makes selling easier, and it makes scaling easier.

You only have to be good at doing 1 thing for 1 person, and you can build systems and processes around it. This way, you can hire a team to take it over and be able to work less.

Profit More Work Less 4 Steps to Niching Down ForProfit More Work Less 4 Steps to Niching Down For

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At Last, You’ll Have A Powerful Analytics Dashboard That Will Help You Make Smart Business Decisions

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Now how do you do it? What if you don’t know who your ideal client is?

Step 1: Audit Your Current + Past Client List.

Write down every single client you’ve ever served, and group them by niche. Industry, location, size and so on.

Once you group them together, one niche might stick out for you already as your favorite type of client.

If it doesn’t, use my 7-Point checklist and rank each niche on a 1-5 scale.

These 7 criteria points are what makes a great niche.

#1 – Total Addressable Market:

How many businesses are in this market? Is it large enough to support your bigger goals? Is the market shrinking or growing? Make sure the niche is big enough for you and that it’s not declining.

#2 – Purchasing Power

Is this market (or at least a segment of it) able to afford what you want to charge?

Think back to if you’ve received a lot of pricing objections when you’ve sold to these people in the past.

#3 – Lifetime Value

How long did these clients stay? Were they one-and-done projects or did they stay with me for eternity?

The bigger the life-time value, the more money and time you can spend to acquire a client.

If the niche typically churns in a few months or only works with you for quick, one-off projects…

Then you’ll have to spend so much energy on sales and marketing to keep the business alive.

#4 – Strong Need & Pain

Does this market have an important problem to solve, one that they have to fix? Or, is what you sell just a “nice to have”?

If the latter, it’s going to be very hard to get clients.

If they can’t live without your solution, then getting clients will be a breeze.

#5 – Desire to Solve that Pain

It’s one thing for a market to have a problem, but they must also have a desire to solve that problem.

Even if they have the need that you fulfill, that’s not enough – they also have to care about fulfilling that need.

#6 – Easy to Reach

Is the market fairly easy to find online? Can you reach them via most advertising platforms and social channels? Are their groups and communities online?

If you’re targeting businesses that are hard to reach online, you’re creating one extra barrier to your success.

Step 2: Choose 1 Niche After Ranking Each of Your Past Clients.

1716128763 995 Profit More Work Less 4 Steps to Niching Down For1716128763 995 Profit More Work Less 4 Steps to Niching Down For

Tally up all the rankings and pick the 1 with the highest score.

Don’t worry about making the wrong decision.

Consider this an experiment.

You aren’t married to your new niche, you can always change back in a few months if it doesn’t work out.

Step 3: Create a Pre-Packaged Offer for Your New Niche

The whole point of niching down is to create more focus and simplicity in your business

Part of this is about WHO you sell, part of this is about WHAT you sell them.

Start out by choosing 1 problem to solve for them, and 1 solution to that problem.

List out what the deliverables will be and what you want to charge.

Keep it simple! You can build upon this later.

Step 4: Test the Waters and Go Land 5 New Clients.

Before you make any drastic changes to your business, such as letting go of clients, changing your branding and website…

Test the waters first, and verify if this new niche is the direction you want to go.

Go land another 5 clients or so, and that’ll be enough to identify if these are really our ideal clients or not.

You might think they are at first but you’ll know for sure once you serve more of them.

Wrapping Up…

You know now the problems of being a jack-of-all-trades with no clear focus.

Every new client is a ton of work and requires customization…

And getting new clients is difficult because there’s nothing that stands out about your agency. You’ll look and sound like everyone else.

This means when you do niche down, and sell 1 offer to 1 target market…

Your workload will decrease. Each new client will be easier to serve than the previous one.

You’ll become world-class at helping your clients from all the focused repetition

You’ll quickly develop a reputation and become a big fish in a small pond.

In every way, it’ll become easier to grow, scale, attract, and retain clients.

Plus, you’ll have more fun and the business will be simpler & easier to run.

And with this knowledge…

You’ve learned the 5 simple steps to niching down.

So…

Time to get to work!

Put this into practice and watch it transform your business.


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MARKETING

Unlocking AMC Insights Series: Leveraging Media Overlap Analysis for Enhanced Conversions

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AMC Media Mix

Amazon


By Tinuiti Team

In today’s data-driven marketing landscape, the ability to ask the right questions is paramount. Amazon Marketing Cloud (AMC) emerges as the magic 8-ball of advertising solutions, offering advertisers a robust platform for precise analytics and strategic decision-making. If you’re new to AMC, it’s a secure, privacy-friendly, dedicated cloud-based measurement and analytics solution introduced in 2021.

Understanding the Value of Amazon Marketing Cloud

Built on Amazon Web Services (AWS), AMC provides a flexible environment that empowers advertisers with customizable reporting capabilities based on event-level data across various data sets. These data sets can encompass both advertiser data and Amazon Advertising data, granting advertisers a comprehensive view of campaign performance. In essence, AMC equips advertisers with transparent, cross-channel data essential for making informed marketing decisions, a necessity in today’s marketing landscape.

For a comprehensive understanding of AMC basics, Tinuiti’s AMC overview provides all the essential information about the Amazon Marketing Cloud.

This article marks the first of a 3-part series where we dive into specific AMC use cases. In this installment, we focus on the Media Overlap analysis, guiding you through utilizing this report to address critical business questions, pinpoint key metrics, and strategically apply derived insights.

What is the Media Overlap Analysis? 

The Media Overlap analysis determines the collective impact of Amazon ads and isolates the incremental impact of a specific media type. The metrics provided by this report analyze reach and performance across a full-funnel strategy, including DSP Display, Streaming TV, and Sponsored Ads. 

To utilize this report, it is required to have data from at least two of the aforementioned ad types in a single AMC instance. The same products must be advertised in each ad type, and each ad product must have been running for at least one week during the same time period. It is recommended to wait 14 days after the query’s end date to use this analysis to capture all conversions due to Amazon’s 14-day attribution window. This use case is designed to help answer business questions surrounding how to best leverage the array of Amazon Ad products.

Here are a few examples of the types of questions the Media Overlap analysis addresses:

  • When shoppers are exposed to any combination of Display, Streaming TV, Sponsored Ads, what is the impact on conversion rates?
  • What impact does each ad type have on conversion beyond ROAS or last-touch attribution?
  • What is the average order value when shoppers are exposed to a combination of ad types?

The following metrics tend to be the most useful in addressing the business questions above:

  • Purchase rate: Percentage of unique users who purchased at least one time compared to unique users reached
  • Reach: Number of unique users reached
  • Users that purchased: Number of unique users who purchased at least one time.
  • Purchases: Number of times any amount of a promoted product or products are included in a purchase event. Purchase events include video rentals and new Subscribe & Save subscriptions.
  • Order value: Total amount resulting from a single purchase event

Below is a sample case study used to address the following question: When shoppers are exposed to any combination of Display, Streaming TV, Sponsored Ads, what is the impact on conversion rates?

Here is an example of a what a finalized report looks like: 

Top 7 Media Type Mixes based on Purchase Volume (CE Advertiser) 

Unlocking AMC Insights Series Leveraging Media Overlap Analysis for Enhanced

To answer the original question, the key metric to review here is the Prospective Purchase Rate (PPR). When exposed to fewer than three ad types, the PPR is significantly lower. However, when exposed to three or more ad types, the PPR increases. For users who were exposed to Sponsored Display (SD), Sponsored Products (SP), Demand Side Platform (DSP), and Sponsored Brands (SB) ads, the PPR was 8.19%, demonstrating the correlation between the number of ad types shoppers were exposed to and an increased Prospective Purchase Rate.

As a result of these findings, two prominent potential opportunities to improve performance emerge:

  1. Continuing to invest, or increasing investments, in DSP and video as they are key drivers in a user’s path to conversion. The advertiser should diversify their media mix with these ad products.
  2. Due to the correlation between Sponsored Products ads in combination with other ad products and higher conversion rates, there is an additional opportunity to build an AMC audience retargeting SP clickers. This will ensure advertisers are capitalizing on shoppers moving through the lower to upper funnel in their shopping journey.

AMC’s Media Overlap Analysis: Key Takeaways and Next Steps for Enhanced Conversions

AMC’s Media Overlap analysis highlights the impact of middle and upper funnel ads on conversion rates. Tinuiti’s teams observe many brands prioritizing Sponsored Products due to their perceived low risk and high returns under Amazon’s last-touch attribution model. However, this approach overlooks the influence of other ad types. Data from this analysis underscores the effectiveness of a holistic strategy. While a Sponsored Products ad may lead to a sale, it doesn’t consider other ad exposures that shape purchase decisions. The Overlap analysis underscores the value of a full-funnel strategy and the impact of DSP media on overall performance. Advertisers should consider adjusting budget allocations to DSP and streaming video based on these insights.

Furthermore, a full-funnel strategy can drive higher average order value.

The average order value significantly increases when exposed to a media mix of three or more ad types. While each advertiser should analyze their own business, Tinuiti consistently observes that users exposed to a greater number of ad products typically correlate with higher conversion rates and higher order values.

The Media Overlap analysis is part of the Instructional Query Library (IQL), which offers pre-built templates by Amazon to get started with the basics. If you’re seeking deeper insights with the guidance of experts who understand AMC’s unique landscape, reach out to Tinuiti today.

Liked this article? Don’t miss Part 2 of our AMC use case series on Tinuiti’s blog next month!

This post was authored by Averie Lynch, Specialist of Strategic Services at Tinuiti.

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MARKETING

Introducing Variation Generator for Web Experimentation

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Introducing Variation Generator for Web Experimentation

If you attended Opticon ’23, you saw first-hand how Optimizely has been investing in AI. Optimizely introduced Opal, an AI assistant designed to accelerate the entire marketing lifecycle. Opal is ever-present across Optimizely One, providing generative AI, smart insights, and recommendations to transform how our customers create, test and personalize digital experiences.

Now, our latest AI capability is here: Variation Generator. Available for all Web Experimentation customers, Variation Generator helps experiment authors expedite the ideation and creation of test variations.

What does it do?

Variation Generator leverages generative artificial intelligence to create a list of phrasing suggestions based on a site’s text elements like headlines, product descriptions, or call-to-action (CTA) wording, ultimately making it easier and faster for experimenters to plan multiple variations for their tests, which can be quite time-consuming.

Who is it for?

Based on our research, around 30% of experiments include text changes. So, experiment authors like optimization managers or digital marketers are spending a lot of time ideating/brainstorming multiple versions of the original copy to decide which should be tested. Variation Generator empowers users to add more variations in an experiment, which we strongly suggest after our Experimentation Benchmark research found that experiments with more variations (4+) tend to see higher win rates and return higher uplifts on the metrics tracked.

Cool…but generative AI is popping up everywhere, why does it matter here?

  1. Directly embedded into our UI: No separate tools or tabs to click out to…No typing out a prompt to a chatbot…just click the text element you want suggestions for, and click “generate.” All interaction stays within our Visual Editor.
  2. Reduce time and effort in variation ideation: Shorten the time it takes to come up with new experiment variations, allowing experiment authors to get more time back into their day.
  3. Optimize each variation in an experiment: Variation Generator provides unbiased and creative alternatives to experiment authors so they can make sure that each variation is different enough to avoid duplicative messaging, yet effective enough captures visitors’ attention.
  4. Increase a test’s chances of winning: Our Benchmark research shows that experiments with 4+ variations are ~90% more likely to win than experiments with just 2 variations. Variation Generator helps experiment authors create more variations, leading to higher lifts.
  5. Fine-tune brand positioning: Improve existing headlines, product descriptions, CTA buttons, and more, ensuring a consistent and impactful brand message across digital properties.

Increase a test’s chances of winning

This outcome is important enough to highlight a second time. Mentioned earlier, we know from our Experimentation Benchmark research that tests with more variations (4+) are more likely to produce a winning (statistically significant) result versus a traditional A/B test that pits a baseline (original version) against a single variation. Variation Generator can help experiment authors get into the habit of testing more variations and producing more winning results.

Future enhancements

Optimizely is committed to continuous innovation and improvement. Potential enhancements for Variation Generator include generating suggestions for other content types like images, icons, HTML, and CSS, as well as giving users more control over output fine-tuning, such as adjusting length, tone, and other fields.

At the end of the day…

Optimizely’s Variation Generator is a simple yet powerful feature that empowers experiment authors to create more effective and winning experiments. By harnessing the power of artificial intelligence, this feature saves time, optimizes variations, and fine-tunes brand positioning, ultimately leading to better results, stronger brand presence, and an effortless workflow.

Want more info? If you’re an existing customer, ask your account manager about Variation Generator, and if you’re a future customer, contact us to learn more.

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