Month: March 2021

A topical event can be segregated into two broad categories – seasonal and occasional. An example of a seasonal event is a Christmas celebration in December each year. On the other hand, an example of an occasional event is World Cup Football held once every four years.

What Is Termed Topical Content?

The definition is embedded in the term itself. Any content that markets a topical event with an aim to pull in more traffic through organic searches, constantly increasing the brand identity associated with the event is known as topic content. Content marketing of a topical event is a sub-field or branch of content marketing.

Promoting An Event

When you design strategies of content marketing for events, you have to keep in mind that the phenomenon is not a continuous process. Rather, it is a one-time occurrence in the long run. Hence, you have to create content with a deeper focus on the attributes of the event.

An Opportunity To Sharply Increase Followers/Conversion Rate

Topical content, if created maintaining all norms and complying with content marketing fundamentals, can sharply increase the volume of traffic on your platform. The result is more customers/followers of your brand. Also, there is a visible positive change in conversion rate.

Why Relying On Content Marketing Of Topical Events?

Are you hunting for clear answers that why you should employ content marketing techniques to promote a topical event? There is no need to search anywhere as the precise explanations are given here. Read on.

• Visibly compelling content can pull in more traffic and also help you to establish as a unique choice
• You can add useful context, adding more value for the target audience
• It is shareable – hence, it spreads awareness in a cost-effective way
• Value-added features are seamlessly integrated into a primary message that you want to convey
• It is recyclable. It can be repurposed for the next event, reducing your overall budget

Related Post – Know All About Content Marketing

 

What Are The Principal Elements Of Topical Content?

Your focus should remain on providing as much information and as smartly as possible. But keep in mind to not clutter the platform with voluble content. The information should be objective in nature.

Your target audience should know about the date, location, timings, special offers, etc of the event with just a look at the poster, image, etc, which you post.

Can SEO Be Used In Topical Content?

This is one of the commonest questions asked to digital marketers regarding promotional campaigns of an event. The short answer is – yes, it can be used. Besides implementing high-end image and video SEO methodologies, you can hire experts to write long-form content complying with SEO fundamentals on your website blog.

Moreover, relevant off-line SEO strategies should also be utilized in order to popularize the content across various platforms. Strong SEO means your content receives more organic traffic, consistently. You have to take care of choosing the perfect keywords for building the content.

Utilizing The Potential Of Social Media Platforms

You can’t think of any form of content marketing without involving various social media platforms. Social media is undoubtedly a sophisticated, user-friendly, effective, and seamless tool that can bring quick results for your brand, business, event, etc in a highly cost-effective manner.

The key here is to amalgamate, rather bring every social media platform under one centralized roof to apply the marketing solutions and monitor the performance. Creating a buzz on every platform and intensifying it manifold is the test of expertise in such cases. You should be absolutely clear about the things you want to convey, establish and sustain.

Various forms of Topical Content You Can Consider

You can experiment by blending multiple forms of topical content to promote the event.

• Blog posts/website articles – From short news pieces to long-form content, you can try out different things. Also, there could be an interview of an artist or business tycoon, or other celebrity participating in the event.
• Promotional videos – Creating a VLOG or a series of promotional videos (with teaser) could provide a stupendous impetus to the event by creating a craze. Ensure the videos are short in length, with proper implementation of SEO.
• Textual/visual updates – Through a series of social media posts, you can update the target audience on a regular basis about the topical event.
• Remarketing ads – These ads could also be used effectively in providing more digital recognition to the event.

Two Great Content Marketing Ideas For Topical Events

You can use these ideas in rendering an extra edge to the events. The first one is creating a podcast with one of the key participants or even a couple of participants of the event. The second idea is creating Instagram Reels with select images related to the event, in order to pique the interest of the target audience.

Distinct Benefits

The prominent benefit you receive from content marketing of a topical event is obviously a big spike in sales volume. People get more involved in your brand / company / product / service / message.

In addition, there is more digital recognition, which automatically helps at the time of marketing for the next topical event.

The third benefit is of course keeping a firm control on marketing budget, as content marketing of this category is quite cost-effective.

Bonus Tip

Here is a bonus tip to add more value to your marketing strategies. Try to keep some souvenirs or takeaways from the previously organized event, creating more curiosity for the current target audience.

Website copywriting is now more important than it was 5 years ago. With more competition and expanding digital space, in addition to more lucrative opportunities, companies across business domains focus immensely on smart website copywriting solutions to increase customer base, gaining more relevance in the market.

A Simple Definition To Begin with

The short answer to the question ‘what is website copywriting’ is simple, too – it means composing web page content for businesses to make them achieve their goals in terms of establishing brand value, traffic, conversions, and sales volumes. It is preferable for website copywriters to have basic expertise in SEO.

Collect Ample Information About Your Client

Website copywriting requires a good deal of preparation. You have to organize various resources in order to nicely collate, sift and streamline the required information to write a good copy on your client’s site. These are some of the crucial resources from where you can gather relevant info:

• Blogs – you would be able to understand the essence of your client’s brand and how it interacts with the customers
• Reviews – numerous testimonials and reviews discuss the service quality of your client’s company, giving a rough picture of what the customers think in general
• Market reports – detailed or even brief market reports provide you good quantitative information about the performance of your client
• Forums – forums relevant to the business area where your client performs talk about the different dimensions of your client’s services/products
• Competitors – by studying the official websites of companies rival to your client, you would understand the situation in the market and what new things your customer can offer and innovate.
• Internal documents – the client could provide you with some classified documents that could provide you with an additional bit of information about his business.

Asking Relevantly Crucial Questions

It is of paramount importance to query on relevant topics that are directly related to your client’s business.

For example, a vital question would be centered on the service features, attributes, and specific benefits that the customer would get from your client.

Another high-end query in this content is regarding determining the UVP (Unique Value Proposition) of the particular product or service. You need to thoroughly get a grasp of this, in order to understand in what ways your client’s business stands out in the competitive market.

It is also quite significant to ask about the exact problems that the product or the service intends to solve, and what could be the ultimate results of availing it.

Include the pricing policy of your client in your analysis, too.

Studying The Target Audience Of Your Client

 

One of the strongest website copywriting tips is studying the target audience of your business client in a detailed manner, as it tremendously helps in streamlining thoughts to write a productive, performance-centric copy. Important aspects you need to cover are:

• The average customer who is visiting the website and surfing through the pages
• The exact reasons why they need the product
• The purpose which the product serves the customer
• The questions an average customer would like to ask the seller
• The objections that might develop in the mind of an average customer

Don’t try to form answers on a hunch. In this case, too, you need to collect relevant information and extract the answers from it through a dedicated process.

Start Building The Draft

Keep in mind that there is no need to be a perfectionist in order to write a draft. You can work this part as fast as possible, in a rough format. This actually lays the foundation for the final copy. It is also highly recommended to experiment with a number of headline ideas.

Editing The First Copy

You need to seriously focus on editing the first copy for the client that you have written. Check out whether it has a natural flow or not. Also, it is crucial for the copy to be intriguing. You can apply a robust tool such as Grammarly in order to sharpen the content.

Try to avoid blurb and choppy jumps. Maintain the sequence in a logical format. Also, concentrate on the overall structure of the copy.

Ask For The Client’s Feedback

This could be a nervous phase for you, but stay calm. You simply need to send the copy to your client and request feedback. Ensure that you sharpen the representational copy further from the comments you get from the client. On one hand, the client knows the business best, and on the other hand, you are an authority in copywriting. The onus lies on you to maintain a fine balance between these two perspectives.

Concentrate Separately On Different Web Pages

Web pages in a site fall under various categories. You need to intelligently tackle the demand, objective, essence, aesthetics, and structure of each of the pages accordingly.

The basic pages you have to deal with in a standard copy-writing project:

• Home page
• About page
• Service pages
• Product pages
• Contact page
• Any other miscellaneous page(s)

The language of writing a copy is simple, crisp, and engaging. The aim should be to sustain the attention of the customer as long as possible and convert him.

Implementing SEO

Applying the usual on-page and off-page SEO solutions in the copy is hugely important in order to make it searchable on the net. Don’t be voluble. Keep the language straightforward. It is wise to seek marketing consulting services in order to accurately implement SEO complying with all kinds of fundamentals.

Wrapping up

A website copy should be simultaneously action-oriented, innovative, and stimulating. Go for the kill!

When you own a business that has a product or service for a specific group of people, you need to promote it using a set of exclusive marketing strategies.

The answer to the question ‘what is the target audience’ is simple – the customers to whom you want to sell your product or service.

When the target audience is associated with a particular geographical area, you employ promotion techniques relevant to the local market.

On this note, you could get a bit confused in finding the answer to the query ‘what is target audience in marketing, but in reality, the answer is straightforward – it is simply the audience whom you consider while devising and implementing your marketing strategies.

The Importance Of Identifying The Target Audience

There is no use in rushing to implement your marketing tactics if you are not aware of your target audience and their aspirations. You have to employ the right methods in order to locate the target audience of your business, analyze its characteristics and then apply relevant promotional solutions to woo them.

You can either seek support from the in-house marketing department or consult with a top-rated marketing service provider in identifying the target audience, particularly in the local market.

Effective Strategies For Identifying Your Target Audience

There are numerous ways to identify the target audience of your business. A few of those are precisely discussed in the following points.

• Focus on your existent customers – Try to assess the attributes of the customers that your business has. You would get a host of helpful ideas regarding the nature of your target audience, and for whom you should set the marketing strategies.
• Concentrate on benefits and not merely features – Think about how your platform is going to add value to your customers. Merely loading it with various features would not help you find the target audience. You need to focus on the exact benefits you can provide.
• Collecting demographic information – When facing the question ‘how do you identify your target audience’, one of the most important measures you can take is thoroughly collecting detailed demographic data of your audience. This would narrow down the task and make it easier for you to identify potential customers.
• Sending out customer surveys – Standard customer surveys are touted to be effective tools in strengthening the process of identification of target audience in the local market concerning a specific business. Consult experts and prepare a smart customer survey, sending it in bulk to various people specific to a location.
• Analyzing online feedback from customers – The feedback from customers provide a lot of rich information regarding the current trends. You get a clearer picture of what customers actually want and what types of customers are reaching you. Analyzing their feedback is a wonderful way to reach closer to the target audience.
• Go niche – When you are keen on providing a niche service or exclusive range of products, then it becomes more convenient for you to ascertain the volume, rather than the size of your target audience. There are marked audiences who would show interests in buying a particular product or avail a specific service. By going niche, you would be able to attract their attention.
• Perform research on your competitors – When you conduct thorough research on your competitors, you ensure the importance of the target audience does mean something for you, as you gather more fuel to run your marketing strategies in the most optimal way. You get coherent ideas about the target audience of your rivals in the same market, which helps immensely to locate your own customers.
• Locate the gap in the market – After a detailed data analysis, it is possible to ascertain the gap in the market in which you are operating or plan to operate. Utilize this gap to your advantage and design marketing strategies accordingly.
• Don’t overcomplicate the process – There is no need to make the process a complex affair. Try to remain simple and employ straightforward techniques to gain clear knowledge about your business’s target audience.

Fundamental Ways To Promote Your Business To Target Audience

When you ponder about ‘how to market to your target audience’, you can easily get hold of numerous innovative, simple yet effective, and highly performance-oriented set of techniques.

• Engage with the community on various social media platforms
• Deeply focus on local SEO applications to get more digital recognition
• Don’t merely concentrate on on-page SEO, but also apply off-page SEO strategies
• Utilize business contacts in the local market
• Collaborate with relevant parties
• Creating a well-structured loyalty program could bring benefits for the business
• Increasing customer referrals is another effective way
• Involving your employees in the referral program and offering them incentives
• Advertising in public places in the local market
• Using online marketing tools other than SEO applications to woo the customers

Advantages You Receive From Target Marketing

There are many concrete advantages you enjoy as a business owner when you employ select methods of target marketing and some of those are bulleted as below:

• A greater degree of recognition in the local market
• Consistently getting stronger leads for your business
• A higher conversion rate for your company is also among the major benefits of target marketing
• Lowering the bounce rate of your web pages, with more engaging content
• Meeting the sales targets with more confidence
• Grabbing a significant chunk of the local market share

Hire Experts

You need to seek support and suggestions from reputable marketing consulting services in order to set and implement promotion strategies to woo the target audience as a business.

“Conversion rate optimization really isn’t about optimizing web pages – it’s about optimizing decisions – and the page itself is a means to an end but not an end itself.” – Michael Lykke Aagaard

What is the purpose of a landing page? Why do we need a landing page? Questions like these are common among most marketers.

Landing pages are not rocket science, but they sure are complex. However, building one can be easy, but it gets tricky when you analyze your conversion charts. There is a thin line between a brilliant landing page and a landing that converts.

Landing pages are a different category, they fall in the species of paid advertising more than organic ones, closer to the lead funnel family than brand awareness family. That is why landing pages cannot be designed and structured as websites.

But if not a website, what is the ideal landing page for you? And how to identify it?

A landing page is more science than art. Let’s roll up our sleeves and dissect the secrets behind the benefits of landing pages and how to design a perfect one.

Build the Chemistry:

Your customer builds a relationship with your brand when it converts. Right from the first look, till the time of purchase, your brand and your prospect join hands to walk through a journey.
This time spent with your brand should be an enjoyable and meaningful experience for your lead.
For that to happen, the way you interact with your customers decides the kind of chemistry, you are going to build.

Some flatter points you can use are:

• Talk, don’t lecture: Nobody likes a ‘Blah’, neither a chatterbox. Your customer sure has come to your blog page or your website to check you out. But the way you invite them in the brand romance matters the most. Use a conversational tone on every touchpoint of your brand. One of the many important aspects of SEO is active voice sentences. Make sure every time you speak, it is not an instruction booklet. Let the words flow like you are talking in person, after all the first impression is important.
• Make fun, not boredom: Do you know about the 3 Second Rule? Your leads should feel like they are interacting with you, a human voice that is interesting enough to block their scroll time. Use visuals and text creatively to tell your story and ask theirs.
• Don’t dig around the bush: Be sure every word that is displayed in your brand’s conversation is direct. Nobody likes extra coverings if the core is kept hidden for a long time. Brand honesty lives a long life, blabber always fades away sooner or later.

Learn the Biological Anatomy:

It’s time for you to get the structure right. Landing pages have complex anatomies, however, being an anatomy expert requires practice, experience, and most of all getting each individual section correct.

Take a quick look at what are the heart, body, and brain of your landing page.

 

1. CTA: Your CTA is the heart of your landing page. It decides the purpose of existence and pulsates traffic in to keep your campaign alive. Always know what you want your audience to do, and then pen that down in your CTA.
2. Headline and Sub-Headline: What will attract your audience the most is the opening lines coming out of your mind. Your headline should be able to shout the message clear and loud, yet making a connection between your purpose and your prospects. Choose the right headline between the appropriate word limit.
3. Visual: Give some air to breathe. Give some space to think and reconsider your audience. Make sure whatever you showcase is pleasing to the eyes of your audience. We know, there is much more than meets the eye. But in the landing page business, all levels of depth are flaunted through colors and elements. At least, that’s what experts do.
4. Features and Benefits: Everyone has their own perks. But why enjoy the perks of being a wallflower when you can easily become the center of attraction. Don’t be shy about your best quality. Keep it in BOLD, gently, if possible. Being polite sure is an impressive trait, but not worth losing a prospect. Mention your key features like they are your secret weapons for making your audience fall for you.
5. Social Proof: It’s always good to keep your feet on the ground. Whatever you say, has been tried, tested, and liked before, is a piece of affirmative news for your leads. Provide customer testimonials, clientele, and accreditations wherever possible. Provide a sign to trust for your audience, through your landing pages.
6. Conclusive statement: Highlight your intention clearly at the end of the conversation. Give them resources to know more about you. Exchange numbers. By the end of this date, let your customer base decide whether they had a good time and if they want to meet again. Provide a form as a sign for them wanting to hear from you again. If they fill in, you have aced it. (Only if it’s the target audience that fills it, or you are giving wrong signals to the wrong people.)

Related Post – Choosing the Right Digital Marketing Agency for your Brand

 

Ace the Physics:

It’s not just the way you talk or present yourself, small fundamental details also count. Master these simple tips to impress your audience.

1. Page Speed: The loading speed of your page is important. If you are late, you have lost half the future leads. The optimum load time for the desktop is 1.28 secs and for mobile is 2.5 secs. (Reference: machmetrics.com)
2. Keyword Placement: Make sure you have done your homework well. Choose the right keywords to make the right impression, or in this case, attract the right audience. SEO is an important aspect, and if you are missing out on it, you are dropping down on the list.
3. Hyperlinking: If your landing page is based on a current campaign, make sure you mention the link wherever possible, be it social media platforms or ad campaigns. Keep your presence on every platform so you do not miss out on anybody swiping right on connecting with your brand.

We are sure you got some light on, what are landing pages and why are they important. The science of landing page maths, chemistry, biology, physics, and some magic of your brand combined. Make sure you get it correct and you’ll witness leads flow through the funnel, faster than ever.

Looking for help to craft your landing page? Find the best digital marketing agency in Baner.