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Zero-Cost Marketing Strategies That Provide Instant Traction




New marketing strategies come and go all the time. There is always something new to test out and try, but many brands quickly revert to the proven strategies that produce results month after month, like SEO (Search Engine Optimization), Google pay-per-click advertising, Facebook ads, and occasionally email marketing.

The “OG” marketing strategies will always drive results, but brands that rely solely on those and don’t test new trends will never realize their full potential. While many marketing trends eventually slow down and lose their effectiveness with time, some hidden gems can drive fast results if you strike while they are hot.

Knowing where to allocate your marketing budget can be tricky, and if you go big on a marketing strategy that ends up failing, you can miss out on revenue opportunities had you pushed those marketing dollars into your tried and true campaigns.

When you hit a winning trend, the return exceeds far beyond just revenue. You gain valuable brand exposure and acquire new customers that you can market to in the future, but also increase your valuation as a company. My marketing firm, X Network, specializes in SEO and paid advertising, and we have proven case studies about this topic. We are constantly innovating new strategies and marketing angles for brands of all sizes, from new direct-to-consumer products to worldwide household brands. Here are a few marketing strategies that you can try out that will cost you nothing and have delivered some outstanding results for our clients:

Cause-Driven Campaigns and Purpose-Driven Initiatives

We began experimenting with purpose-driven marketing campaigns during the beginning of the 2020 pandemic. With consumers at home and looking for outlets to stay entertained and distracted, it naturally opened the door to online sales.

Consumers were spending an absurd amount of time online and there wasn’t any hold back when it came to purchasing. Brands that rolled out purpose-driven campaigns were thriving. Consumers had more time to shop around and take a peek into the backstory of the brands they encountered.

With so much uncertainty at the time, it opened up the opportunity to connect with potential customers by triggering emotions. Consumers were willing to support brands that supported a cause and set out to make a difference.

There is no shortage of causes, from environmental issues to human rights and equality, without forcibly doing so, you can naturally always get behind a cause that you truly believe in. Authenticity speaks volumes, and if your message is truly authentic, the audience will be drawn in instantly. On the other hand, if the message is not genuine and reeks of a marketing ploy, consumers will be turned off and you can lose consumer trust.

Audiences of any brand are more willing to part with their money knowing that some of it will be going towards a purpose they can get behind. By supporting your brand, you can make them feel that they are contributing to your cause — that feeling of making a positive difference is what fuels a lot of purchases.

Launch a FOMO (Fear of Missing Out) Campaign

Let’s continue using the pandemic as our case study. Data shows that it caused an increase in the online competition simply because more consumers were shopping at all hours of the day. Brands could launch a targeted Facebook ad campaign and run a profitable campaign with little to no effort in the beginning because the consumer supply was so large.

As more states in the United States and countries around the world began to lift stay-at-home orders and begin to open back up, it required a little creativity to maintain those healthy sales figures. FOMO offers are very underestimated and effective because the average person does not like to lose and miss out on what they believe to be perceived as popular or trendy.

Game-changing brands shift towards FOMO marketing campaigns because it’s brilliant to increase sales without decreasing a brand’s value. Be it with limited-edition drops, time-sensitive special offers, or special ‘online only’ exclusive offers. You can take almost any product or service and create a FOMO-based version to spark interest and drive sales.

Consider reaching out for well-being follow-ups.

Early on in the pandemic, brands had to be very cautious as to how they delivered their marketing messages and came across. It was a time of sudden crisis and there was no blueprint to how brands should behave or approach their audiences.

Some brands avoided the topic like it didn’t even exist, while some offered relief in the form of discounts or pledged a certain percentage to COVID relief efforts. As things started to resume to normal, an opportunity began to open for brands to reach out to their customers for a little well-being communication. 

A simple, “We hope you are doing well and we are here alongside you while the world adjusts and shifts back to what we remember as normal” without a pitch or discount was a great way to genuinely connect without it appearing to be just a way to slip in an offer.

Reconnecting this way shows your customer that you truly care about their health and safety. It demonstrates to your existing and new potential customers that your brand is there to provide the best possible customer service beyond what they’re used to. Always put yourself in the shoes of your potential client and make decisions that would positively impact your decision if you were on the other side. I myself use my own Instagram account to frequently check on the well-being of my corporate contacts and agency partners, but you need to find the perfect way to create that line of communication that best compliments your brand or company.


11 Free Email Hacks to Step Up Your Productivity



11 Free Email Hacks to Step Up Your Productivity

If you’re anything like me, a solid portion of your day is sifting through your inbox, sending emails to junk, and responding to time-sensitive emails.


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How CTV can deliver market research for B2B marketers



How CTV can deliver market research for B2B marketers

Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, laptops and mobile devices. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.

“We believe connected TV advertising is undervalued, and there’s so much that digital, data-driven marketers can do with connected TV advertising that goes beyond the scope of any other ad channel,” said Hooman Javidan-Nejad, director of performance marketing for CTV advertising platform MNTN, at The MarTech Conference.

Why we care. Hit shows on streaming services get the credit for the CTV surge. But within these mass audiences there is data for targeting and segmentation. B2B marketers ahead of the curve have also experimented with streaming for delivering on-demand video content to prospects. 

Serving prospects ads on ad-supported Netflix, or managing your own video programming like a kind of B2B Netflix, is a much different experience than traditional whitepapers that recognize professionals’ changing media consumption and self-serve research habits.

CTV data. “Data-driven marketing has picked up in the last decade because the nature of all those digital channels are enabling you, and empowering you, to have access to the data and to act on it,” said Javidan-Nejad. “This is something that we never had for a TV — [traditional linear] TV advertising has always had limited or no reporting.”

Because of CTV’s digital infrastructure, ad campaigns on that channel have performance and measurement data that can be used as a market research tool.

“The beauty of approaching connected TV just like another digital channel is that you can apply the same targeting criteria you are applying today on LinkedIn, or on Facebook,” he added. “The insights that you’re getting from connected TV advertising can be applied to all the other channels, or the insights that you’re getting from the creative can be applied into the other channels.”

Dig deeper: Bringing your ABM strategy to CTV

Finding audiences on CTV. When advertising on CTV, B2B marketers should execute multiple campaigns, or target different audiences with a single campaign.

For example, a B2B marketer could run one campaign based on job titles, and another one based on firmographic criteria. You could also launch a retargeting campaign, based on first-party data acquired from those who have visited your website and shared their info.

“For each of these audiences, you will get audience segment reporting,” Javidan-Nejad explained. “So you will be able to see which of these audiences have performed better, which of these audiences had a better verified visit rate, and all the other metrics [to discover] which audiences are performing better. And then you can take those audience insights and apply them to the other channels.”

Matched audiences. B2B marketers can also use existing customers and prospects from their CRM and match them with a CTV adtech partner, in order to deliver CTV ads to those prospects when they’re watching streaming TV.

“This is the same audience that you’re using across all the other paid social channels,” said Javidan-Nejad. “The insights and learnings that you get from CTV can be extended and implemented across the other channels.”

Testing creative. Before committing a large budget on a robust TV campaign, B2B marketers can test different kinds of creative on CTV to determine what messages and visual cues stick with customers and prospects.

While every digital ad channel has its own sweet spot for what works in video ads, some of these insights about what works best on CTV can be applied to other channels.

“We are all familiar with A/B testing,” Javidan-Nejad said. “As digital marketers, we always try to leverage this feature or functionality across all the other digital channels. Now you’re able to do that for your TV advertising.”

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How to Write YouTube Titles for SEO



How to Write YouTube Titles for SEO

Creating a video is a creative process which involves a lot of brainstorming, editing and producing. But the success of your video does not 100% rely on the quality or originality of that video.

Whether your video is going to be a success is determined by how many people will be able to find it and watch it.

Don’t underestimate the discoverability of your video. It may make or break your whole video marketing strategy performance.

One of the biggest channels that can drive findability of your video is search engine optimization, i.e. optimizing your video page for it to rank in search engines (mainly Google and Youtube search) for relevant keywords.

And one of the most important SEO elements of any page is its title.

What is a Youtube title?

“Title” is what you see on the browser tab when you open any Youtube page:

It is controlled by the “Title” field which is required when you upload your video to Youtube:

In the code of the page the title can be found within <title></title> tags.

On a Youtube video page, the title is also repeated underneath the video as the main heading making it also an on-page SEO element.

Youtube allows you to enter up to 100 characters to the title field and I recommend making the most of those 100 characters.

How can titles impact the findability of your video?

Page titles are key on-page SEO elements because they do both:

  • Page titles are direct ranking factors (Google uses them to understand what the page is about)
  • Page titles impact click-through by being the most visible parts of standard search snippets.

In that respect, Youtube SEO is not much different from any other types of SEO. The only slight difference is Youtube videos also get an additional section in organic results which you can target: Page titles are also included next to video thumbnails in video carousels:

Since titles are so important for your video findability and clickability, spend some extra time brainstorming effective video titles. Here are a few ideas:

How to create an effective Youtube title

1. Include your keyword

This is important in the context of this article. Keywords are still very important for SEO because they still help search engines understand the main topic of your page.

Keyword research is also a great way to estimate a demand for any topic (by looking at the search volume).

Identifying your main keyword and including it into the page title will help that video page rank for that keyword driving views for your video and generating additional brand visibility to your business. There are lots of tools and plugins allowing you to identify your target keywords.

It is a good idea to grab URLs of your competing videos and run them through this SEO Content Checker to identify their keyword usage and learn from that:

2. Make it sound interesting

I know it sounds obvious but there are too many boring video titles for me not to mention it.

Your video title needs to invite a click, so make sure it is interesting enough to invite one.

I realize it sounds easier than it really is and in many cases it is also highly subjective. But there’s a tool to help.

Using ChatGPT will help you find some ideas, in case you are stuck. Here’s what the tool was able to generate when I requested the following “Generate video title ideas that will include “Youtube marketing” keyword. Make those titles sound intriguing:”

There are quite a few pretty nice ones. If you don’t like what the tool suggested, keep asking it for more, changing your request just a bit to make it think harder.

This tool is great but make sure to pick a title that won’t over-promise. There’s a fine line between “intriguing” and “click-baiting.” Try and avoid the latter as it may reflect badly on your branding strategies.

3. Include numbers

Including a number in your page title has proven to be an effective way to get more people to click it. Click-through is likely to be an (indirect) ranking factor, so if more people click your title, there’s a good chance it will rank higher.

You cannot make each of your videos a listicle though, so you won’t be able to use this trick in each of your Youtube titles. But it is a good format to keep in mind and use from time to time.

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4. Mention a brand (if there’s one to mention)

Finally, if your video is about a well-known brand (for example, if that video is of you speaking at an event) or, more importantly, if you create it in collaboration with a well-known expert and/or influencer, include that name in your title.

Not only will it help your video rank for that searchable name, it will also increase its click-though thanks to people recognizing that name. 

Youtube also allows you to tag that name in the title (much like tagging works on Twitter or Facebook). If you add @ and then start typing that name, Youtube will allow you to select that name from the drop-down (if that brand or person has a Youtube channel). This will notify them on the mention and urge them to engage with the video helping its visibility:

No need to include your brand name though (unless that video is all about you or your company). If you pick your Youtube name well, it will help you build your brand’s recognizability with every high-ranking video because the channel name is always included in search snippets.

Keep a close eye on your results

Finally, creating an effective title is something that you can never do perfectly. There’s always room for improvement and experimentation. Learn from other well-performing videos in your or outside your niche and never stop experimenting.

Monitor video carousels for your important keywords to get notified when a new video succeeds in getting there and not what may have brought them that success. There are SEO monitoring tools that can help you with that task:

Additionally, keep a close eye on your Youtube analytics to monitor keywords that generate views from Youtube search and learn from those results:


You spend hours creating your video. It deserves a good title which will help your video get found. Spend some time brainstorming an effective title, experiment with different formats and measure your success. Good luck!

The post How to Write YouTube Titles for SEO appeared first on DigitalMarketer.

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