Tag: Business

How FlashCloud Sales Intelligence Can Help Businesses Grow

FlashCloud Sales Intelligence

If you’re looking for a way to take your business to the next level, FlashCloud Sales Intelligence is a great option. This powerful tool provides deep insights into your customer base, including detailed information on demographics, buying habits, and more. This data can be used to create targeted marketing campaigns that are more likely to result in conversions. Additionally, FlashCloud Sales Intelligence can help you win more negotiations by providing insights into what your customers want and how much they’re willing to pay. By using FlashCloud Sales Intelligence, you can gain a competitive edge and drive more growth for your business.

What is FlashCloud Sales Intelligence?

Sales intelligence is a term that is used to describe various software applications that are designed to help salespeople collect and manage customer data. There are many different types of sales intelligence tools on the market, but FlashCloud Sales Intelligence is one of the most popular and powerful options. This tool provides users with detailed information on their customer base, including demographics, buying habits, and more. This data can be used to create targeted marketing campaigns that are more likely to result in conversions. Additionally, FlashCloud Sales Intelligence can help users win more negotiations by providing insights into what their customers want and how much they’re willing to pay. By using FlashCloud Sales Intelligence, salespeople can gain a competitive edge and drive more growth for their businesses.

How can it help businesses?

Sales intelligence tools like FlashCloud Sales Intelligence can be extremely helpful for businesses. This is because they provide salespeople with detailed information on their customer base, including demographics, buying habits, and more. This data can be used to create targeted marketing campaigns that are more likely to result in conversions. Additionally, FlashCloud Sales Intelligence can help users win more negotiations by providing insights into what their customers want and how much they’re willing to pay. By using FlashCloud Sales Intelligence, salespeople can gain a competitive edge and drive more growth for their businesses.

How can businesses use FlashCloud Sales Intelligence to their Advantage?

Work Smarter, Not Harder: FlashCloud Sales Intelligence

There are many ways businesses can use FlashCloud Sales Intelligence to their advantage. This tool provides users with detailed information on their customer base, including demographics, buying habits, and more. This data can be used to create targeted marketing campaigns that are more likely to result in conversions. Additionally, FlashCloud Sales Intelligence can help users win more negotiations by providing insights into what their customers want and how much they’re willing to pay. By using FlashCloud Sales Intelligence, salespeople can gain a competitive edge and drive more growth for their businesses.

Some of the ways businesses can use FlashCloud Sales Intelligence include:

  1. Detailed information on customer base: FlashCloud Sales Intelligence provides users with detailed information on their customer base, including demographics, buying habits, and more. This data can be used to create targeted marketing campaigns that are more likely to result in conversions.
  2. Targeted marketing campaigns: Using the detailed customer data provided by FlashCloud Sales Intelligence, businesses can create targeted marketing campaigns that are more likely to result in conversions.
  3. Increased chances of winning negotiations: FlashCloud Sales Intelligence can help users win more negotiations by providing insights into what their customers want and how much they’re willing to pay. This can give businesses a competitive edge in the market.
  4. Competitive edge in the market: By using FlashCloud Sales Intelligence, businesses can gain a competitive edge in the market. This is because the tool provides users with detailed information on their customer base, including demographics, buying habits, and more. Additionally, FlashCloud Sales Intelligence can help users win more negotiations by providing insights into what their customers want and how much they’re willing to pay.
  5. Boost in business growth: FlashCloud Sales Intelligence can help businesses boost their growth by providing insights into what their customers want and how much they’re willing to pay. This data can be used to create targeted marketing campaigns that are more likely to result in conversions. Additionally, FlashCloud Sales Intelligence can help users win more negotiations, which can lead to a competitive edge in the market and increased business growth.

Overall, FlashCloud Sales Intelligence is an extremely beneficial tool for businesses. It provides users with detailed information on their customer base, including demographics, buying habits, and more. This data can be used to create targeted marketing campaigns that are more likely to result in conversions. Additionally, FlashCloud Sales Intelligence can help users win more negotiations by providing insights into what their customers want and how much they’re willing to pay. By using FlashCloud Sales Intelligence, businesses can gain a competitive edge in the market and boost their growth.

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Fabric Structures: Types, Properties and Advantages

What are Fabric Structures

Fabric structures have been around for centuries, and their popularity continues to grow. Fabric structures are made from a variety of materials, including steel, aluminum, and fabric. Fabric is the most commonly used material because it is strong, lightweight, and easy to assemble. Fabric structures are used in a variety of industries, including construction, agriculture, and event planning. Fabric structures have many properties that make them unique and valuable to these industries. In this article, we will discuss the history of fabric structures, the materials they are made from, the different types of fabric structures used by various industries, and the properties that make them so valuable.

 

Today, there are two main types of fabric structures: tensioned membrane structures and air-supported structures. Tensioned membrane structures are made from a variety of materials, including steel, aluminum, and fabric. Fabric is the most commonly used material because it is strong, lightweight, and easy to assemble. Tensioned membrane structures are used in a variety of industries, including construction, agriculture, and event planning. Fabric structures have many properties that make them unique and valuable to these industries.

 

Air-supported structures are made from a single piece of fabric that is inflated with air. Air-supported structures are typically used for temporary applications like sporting events and concerts. Fabric structures have many properties that make them ideal for these applications. They are lightweight, portable, and easy to set up and take down. In addition, fabric structures can be customized to any size or shape.

What Materials are Used for Fabric Structures?

Fabric structures are made using a variety of materials, depending on the type of structure. The most common fabric used in these types of structures is PVC-coated polyester, although other materials such as PTFE-coated fiberglass and ETFE are also sometimes used. Fabric structures usually have a metal frame that provides support and stability to the structure.

 

Properties of Fabric Structures

One of the most important properties of fabric structures is their resistance to wind and snow loads. Fabric structures are also often designed to be fire resistant. Another important property of these types of structures is that they can be easily disassembled and relocated if necessary. Fabric structures are often used as temporary or semi-permanent shelters, making them ideal for use in construction projects or disaster relief efforts.

 

Fabric structures have a variety of uses, from providing temporary shelter to being used as permanent buildings. Fabric structures are often used as:

  • Tents
  • Warehouses
  • Factories
  • Office buildings
  • Schools
  • Hospitals
  • Retail stores
  • Museums
  • Airports

 

Advantages of Choosing Fabric Structures

Fabric structures have a variety of advantages that make them ideal for different types of projects. Fabric is strong and durable, yet lightweight and easy to transport. Fabric structures can be quickly erected or dismantled, making them perfect for temporary or semi-permanent applications. Fabric structures are also eco-friendly, as they can be made from recycled materials and require no chemical treatments during their lifetime. Here are 10 advantages of using fabric structures:

 

  • Fabric structures are strong and durable. Fabric is a very strong material, and fabric structures can withstand high winds and heavy snow loads. Fabric structures are also fire resistant, making them ideal for use in areas where wildfires are a concern.
  • Fabric structures are eco-friendly. Fabric structures can be made from recycled materials, and they require no chemical treatments during their lifetime. This makes them an environmentally friendly option for both temporary and permanent applications.
  • Fabric structures are easy to erect or dismantle. Fabric structures can be quickly erected or dismantled, making them perfect for temporary or semi-permanent applications. This also makes them easy to transport and store, as they can be packed up and moved to a new location with ease.
  • Fabric structures are cost effective. Fabric structures are typically more cost effective than traditional construction methods, making them a great option for budget-conscious projects.
  • Fabric structures are versatile. Fabric structures can be used for a variety of applications, including storage, shelter, and event space. They can also be customized to meet the specific needs of your project.
  • Fabric structures provide natural ventilation. The fabric material used in fabric structures is porous, which allows air to circulate through the structure. This provides natural ventilation and helps to keep the interior of the structure cool in hot weather.
  • Fabric structures are acoustically sound. The fabric material used in fabric structures absorbs sound, making them an ideal choice for use in areas where noise pollution is a concern.
  • Fabric structures are visually appealing. Fabric structures come in a variety of colors and patterns, and they can be customized to match the aesthetics of your project.
  • Fabric structures provide UV protection. The fabric material used in fabric structures blocks out harmful UV rays, making them ideal for use in areas where sun exposure is a concern.

 

Fabric structures have a variety of advantages that make them ideal for different types of projects. From being strong and durable to eco-friendly and cost effective, there are many reasons to choose fabric over traditional construction methods. So whether you’re looking for a temporary or permanent solution, consider using fabric for your next project!

 

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Popular and Effective Marketing Materials

Why is Marketing Important for a Business?

Marketing a business can be difficult to do, but with the right materials it can be much easier. Marketing materials are key in getting potential customers to take notice of your business and what you have to offer. There are many different types of marketing materials, but some of the most popular and effective ones are listed below.

printing shops

Digital Marketing

One type of marketing that has become increasingly popular in recent years is digital marketing. This involves using various digital channels to promote your business, such as social media, email, and your website. Digital marketing can be a great way to reach a large number of people with minimal effort and expense.

Digital marketing materials are those that exist solely online. Digital materials are great because they offer businesses a way to reach their target market in a more immediate way. Plus, people can share digital materials with others easily and quickly.

 

Physical Marketing

Another type of marketing that can be effective is physical marketing. This includes things like flyers, posters, and business cards. Physical marketing can be a great way to reach potential customers who might not be reached through digital channels. It can also be a great way to promote special offers and events.

Physical marketing materials are those that can be touched, held, or physically interacted with. Physical materials are great because they offer businesses a way to reach their target market in a tangible way. Plus, people are more likely to remember your brand if they can hold it in their hands.

 

How Do You Create Digital or Physical Marketing?

Graphic design is the process of creating visual content to communicate messages. Graphic designers use typography, color, imagery, and space to create visually appealing and effective designs that can be used in a variety of marketing materials such as websites, brochures, flyers, posters, and more.

Printing is another important aspect of marketing. Businesses use print materials to promote their brand, attract new customers, and stay top-of-mind with existing customers. Some common print materials include business cards, postcards, banners, and brochures.

Graphic design and printing are two of the most important aspects of marketing. By working with a professional graphic designer and printer, businesses can create high-quality marketing materials that will help them reach their goals.

 

Marketing Materials

As a business owner, you know that promoting your brand’s products and services is essential to your success. But what are the best ways to do this? One great way is through marketing materials. Marketing materials come in many different forms, from emails to social media posts to posters and beyond. And each type of material has its own advantages and disadvantages. In this blog post, we will list and define 10 of the most popular and effective marketing materials for businesses.

Now that we’ve gone over the two types of marketing materials, let’s take a look at some of the most popular and effective marketing materials for businesses:

 

Business cards are one of the most basic and essential marketing materials for businesses. They provide potential customers with your contact information so they can easily get in touch with you. Plus, business cards are easy and inexpensive to produce.

Flyers are another popular marketing material for businesses. They can be used to promote sales, events, or new products and services. Plus, flyers are easy to distribute, which makes them a great way to reach a large number of people quickly.

Brochures are similar to flyers, but they usually contain more information. They can be used to provide potential customers with an overview of your products or services. Plus, brochures are easy to mail, which makes them a great way to reach a wide audience.

Postcards are a great way to promote sales, events, or new products and services is by using postcards. Postcards are an effective way to reach your target audience and let them know about what’s going on. Plus, they’re easy to design and print, which makes them a cost-effective marketing tool.

Websites are one of the most essential marketing materials for businesses. They provide potential customers with information about your products or services. Plus, websites are easy to share and can be accessed from anywhere in the world.

Social media posts are a great way to reach your target market. Utilizing social media platforms is an effective way to reach your target market. By creating quality posts that are interesting and engaging, you can connect with potential customers from all over the world. With a little effort, you can create a powerful marketing tool that will help you achieve your business goals.

Email newsletters are an excellent way to maintain communication with your customers. By providing regular updates and news about your company or product, you can keep them informed and up-to-date on what’s happening. This helps build loyalty and trust, and keeps them coming back for more.

Posters are a great way to promote sales, events, or new products and services. Posters can be a great marketing tool to generate interest and draw attention to whatever you are trying to promote. If designed correctly, posters can be eye-catching and effective in getting your message across.

 

Conclusion paragraph: So, what’s the best way to go about creating marketing materials that will help your business succeed? It can be tough to know where to start, but luckily we’ve put together a comprehensive guide on the different types of marketing materials and how you can create them. Check it out and find the type of material that will work best for your business. Then, get creative and make sure your message shines through loud and clear! Now that you know some of the most popular and effective marketing materials for businesses, you can start promoting your brand today! What kind of marketing material are you going to create first?

 

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Precious Metal Investing for Beginners

What are Precious Metals

Precious metals are a type of commodity, and investing in them is often seen as a way to hedge against inflation or economic turmoil. Precious metals can be bought in the form of bullion (bars or ingots of pure metal) or coins minted by governments. They can also be purchased through futures contracts or exchange-traded funds (ETFs).

When choosing a precious metal to invest in, consider factors such as price, liquidity, and storage costs. Gold is typically seen as the most stable precious metal, while silver may be more volatile but offer greater upside potential. Platinum and palladium are less common but may also be worth considering. Precious metals can be stored in a variety of ways, including at home, in a safe deposit box, or in a depository. Gold, silver, and platinum are also sometimes used as collateral for loans.

Storage costs and security risks should be considered when deciding how to invest in precious metals. Precious metals can be an important part of a diversified investment portfolio, but they may not be suitable for all investors. Speak with a financial advisor to learn more about investing in precious metals.

Precious metals have been around for centuries and are a popular choice for investments. In this blog post, we will discuss precious metals, 10 benefits of investing in them, and 7 of the most popular types of precious metals that are available. 

Types of Precious Metals

Precious metals offer investors many benefits, including stability, protection from inflation, and liquidity. Precious metals are also a tangible asset that can be passed down through generations.

Gold is the most popular precious metal for investments and has been used as a form of currency, jewelry, and decorative items for centuries. Gold is abundant enough that coins can be created, but also rare enough so that it can only be produced selectively. The gold standard has been used since ancient times and its value has been accepted universally. Gold is durable, malleable, and has a low reactivity to other elements. When combined with other metals, it can create alloys of different colors.

Silver is another popular precious metal for investments. It is less abundant than gold and therefore more expensive by weight. Silver has a long history of being used as a form of currency and store of value. It is also widely used in the creation of jewelry, flatware, and other decorative items. Silver is very ductile and malleable, and has a low reactivity to other elements.

Platinum is a precious metal that is less abundant than gold and silver. It is dense, does not corrode in the presence of oxygen, and has a high melting point. Platinum is used in catalytic converters, jewelry, laboratory equipment, electrical contacts and electrodes, platinum resistance thermometers, dentistry equipment, and as a catalyst for chemical reactions.

Palladium is a precious metal that is similar in appearance to platinum. It is silvery white in color and does not corrode in the presence of oxygen. Palladium is used in dental crowns and bridges, electrical contacts and electrodes, surgical instruments, and catalytic converters.

Rhodium is a precious metal that is silvery white in color and does not corrode in the presence of oxygen. Rhodium is used in jewelry, laboratory equipment, optical reflectors, mirrors, and as a catalyst for chemical reactions.

Iridium is a precious metal that is similar in appearance to platinum. It is very hard and brittle, does not corrode in the presence of oxygen, and has a high melting point. Iridium is used in fountain pen nibs, electrical contacts and electrodes, spark plugs, crucibles for glass making furnace linings, and as a catalyst for chemical reactions.

Benefits of Investing in Precious Metals

Precious metals are also a good hedge against economic uncertainty. When the stock market is volatile, investors often turn to precious metals as a safe haven investment. Precious metals offer all of these benefits and more, making them an attractive investment option for savvy investors.

Precious metals are elemental, naturally occurring chemical elements that have high economic value. Precious metals can be used as a hedge against inflation and market volatility.

Here are 10 benefits of investing in precious metals:

 

  1. Precious metals are a safe haven asset class: Precious metals have historically outperformed other asset classes during periods of economic uncertainty and market volatility.
  2. Precious metals offer portfolio diversification: Precious metals tend to move independently of other asset classes such as stocks, bonds and real estate. This makes them an ideal way to diversify your investment portfolio.
  3. Precious metals are a hedge against inflation: Precious metals tend to maintain their purchasing power during periods of inflation.
  4. Precious metals are a hedge against market volatility: Precious metals can provide downside protection during periods of market volatility.
  5. Precious metals offer tax advantages: Precious metals such as gold and silver are taxed at a lower rate than other investments such as stocks and bonds.
  6.  Precious metals have global appeal: Precious metals are accepted worldwide as a store of value and a medium of exchange.
  7. Precious metals are durable: Precious metals are one of the most durable assets you can invest in. They do not corrode or tarnish over time.
  8. Precious metals are portable: Precious metals are easy to transport and store. They can be stored in a safety deposit box or in a home safe.
  9. Precious metals have intrinsic value: Precious metals have an intrinsic value that is not dependent on the whims of the markets.
  10.  Precious metals are a tangible asset: Precious metals are a physical asset that you can touch and hold. This makes them more real and less volatile than paper investments such as stocks and bonds.

Conclusion paragraph: So, will you invest in precious metals? It’s not a decision to be taken lightly, but if you do your research and consider all of the factors involved, it could be a very wise choice. Gold is often seen as the most stable investment, while silver may have more volatility but also offer greater upside potential. Platinum and palladium are less common but worth considering if you want to add some diversity to your portfolio. Whatever metal or metals you choose, make sure you store them safely and understand the liquidity and storage costs involved. And remember, they can also be used as collateral for loans. Are you ready to start investing in precious metals?

 

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How the Enterprise Operating System Can Help Your Business Run Better

Enterprise Operating System

Dave Newberry is the creator of the Enterprise Operating System (EOS), a management operating system that harnesses human energy, delivering better results for businesses and more fulfilling lives for the people who run them.

Dave has over 25 years of experience as an entrepreneur and executive in a variety of industries, including software development, internet services, and retail.

He is the founder and CEO of ConData, a software development company that specializes in data-driven applications.

Dave is a thought leader in the area of human resources and has been featured in Forbes, Fast Company, and The Wall Street Journal.

The Enterprise Operating System (EOS) is a management operating system that helps businesses get more done with less effort.

EOS is based on the simple idea that all businesses are fundamentally the same, and that there is a set of proven principles that can be applied to any business to help it run more effectively.

EOS provides a framework for businesses to identify and focus on their core values, priorities, and goals, and to create systems and processes that align with those values.

The Enterprise Operating System is built on three pillars:

  • Goal setting and accountability
  • Rhythm and process
  • People and teams

Each of these pillars is essential for businesses to function efficiently and effectively. Let’s take a closer look at how each one can help your business run better.

Goal Setting and Accountability

Goal setting and accountability

Setting and achieving goals is a key part of any successful organization, yet it can be difficult to create and maintain a system that works for everyone. Dave Newberry ConData has developed the Enterprise Operating System (EOS), which includes a goal-setting and accountability pillar, to help businesses overcome these challenges.

The EOS goal-setting and accountability pillar is based on the premise that every employee should have a clear understanding of the company’s goals and their role in achieving them. This system provides a framework for setting and tracking goals, as well as holding employees accountable for their progress.

Dave Newberry EOS has been successfully implemented by businesses of all sizes, across a variety of industries. If you’re looking to take your business to the next level, goal setting and accountability is a great place to start.

Rhythm and Process

Rhythm and process

The Enterprise Operating System is built on three pillars: rhythm and process, people and culture, and results.

Rhythm and process refers to the systems and structures that help an organization run smoothly. This includes things like goal setting and accountability, as well as clear communication channels and defined roles and responsibilities. Having a strong rhythm and process foundation in place helps businesses to be more efficient and effective.

People and culture refers to the way that employees interact with each other and the organization as a whole. Creating a positive and supportive work environment is essential for any business, and this starts with having the right people in place.

Results are what ultimately matter in any organization. But achieving results is not always easy. It takes hard work, dedication, and a commitment to continuous improvement. The Enterprise Operating System provides a framework for setting and achieving goals, so that businesses can reach their full potential.

People and Teams

People and teams

People are the most important asset in any organization. They are the ones who interact with customers, provide products and services, and drive the company forward. It is essential to have the right people in place, in order to create a positive and supportive work environment.

The Enterprise Operating System includes a people and culture pillar, which helps businesses to attract, develop, and retain the best talent. This system is based on the premise that every employee should be aligned with the company’s goals and values. By creating a positive and supportive work environment, businesses can attract and retain the best employees.

The people and culture pillar of the Enterprise Operating System is essential for any business that wants to achieve long-term success. By investing in the right people, businesses can create a foundation for growth and prosperity.

EOS is designed to help businesses run more effectively and efficiently, with less stress and more fulfillment for the people who run them.

If you’re looking for a management operating system that can help your business run more effectively, EOS is worth considering.

The Enterprise Operating System is a powerful tool that can help businesses achieve their objectives. If you’re looking for a way to improve your business, the Enterprise Operating System is a great place to start. The three pillars of the system – goal setting and accountability, rhythm and process, and people and teams – are all essential for businesses to function efficiently and effectively. Implementing the Enterprise Operating System in your business can help you to run a better, more successful operation.

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Best 6 Tips in Creating Powerful Brand Strategy

Coca-Cola is history’s greatest example of brand awareness. Whether or not you even like the stuff, chances are you know exactly how Coca-Cola’s logo looks, how it’s glass bottle is shaped, and that it’s the preferred drink of Santa Claus. So it makes sense that marketers are encouraged to study Coca-Cola, and to use that “iconic, timeless logo” as inspiration when creating their own designs. Their brand strategy has stood the test of time.

All that said, Coca-Cola might not be the best branding role model. For starters, the company has been around for 125 years. And it’s worth $190 billion. And according to LinkedIn, it has more than 63,000 employees.

Those are three things that you and your online store won’t have. At least not this quarter.

So let’s take a deep dive into how to brand, ecommerce store style.

  • First, we’ll hit on a few key things to keep in mind as you build a brand strategy.
  • Next, we’ll look at how to make noise once you decide what branding means to your business.
  • Then we’ll wrap up by going over some actionable brand awareness tips that ecommerce stores like yours can take to increase brand advocacy.

The whole time, we’ll study examples of how businesses — businesses like yours, not business like like Coca-Cola — have made brand awareness come to life.

What is Brand Awareness?

Brand awareness is the process by which businesses of all sizes cultivate recognition their products and services. Companies cultivate brand awareness through messaging, design, social media, ads, and more.

Brand awareness is a hot buzzword and has inspired countless books, including Sticky Branding, Brand Thinking, The Brand Gap, and Archetypes in Branding, among many others. And indeed executing successful branding and brand awareness strategies is complex enough to justify multiple books.

But if we’re talking narrowly about What is brand awareness, let’s not overthink it: It’s awareness of a brand. That’s it. Knowing that a brand exists, and hopefully having some idea about what that brand does.

Now, that doesn’t mean brand awareness is easy. As far as buzzword-y definitions, though, there are trickier ones.

The Difference Between Brand Awareness and Brand Identity
Alright, so brand awareness is pretty simple – awareness of a brand. What, then, is brand identity?

Brand identity is what people think about when they think about a brand. So if brand awareness is making noise about a brand, then brand identity is the content of that noise.

A strong brand identity stirs up feelings and emotions about a brand, leading to an association between the brand and certain characteristics.

Let’s look at a couple of examples.

This is an Apple ad from years ago. Now, clearly we can’t all have the marketing firepower of Apple! But there are some very basic brand identity lessons here. Stuff that we don’t need a gajillion-dollar marketing budget to implement.

Apple was trying to cultivate a brand identity that was cool. It’s no coincidence that “Mac Guy” on the right is younger, has longer hair, and is dressed casually, his hand comfortably resting inside his pockets. His older counterpart, meanwhile, is wearing a stuffy suit, is interrupting, and is generally all things not cool.

Here’s another great marketing video from Scandinavian furniture maker Hem. Someone who sees this video will be exposed to the main elements of Hem’s identity – namely that it’s stylish, comfortable, and elegantly simple.

If you check out Hem’s FAQ page, you’ll notice that they describe themselves just about exactly how you’d expect based on that video:

We create original designs together with our extensive network of designers and manufacturers, and by selling our products directly online, we make them affordable and accessible. We also innovate on assembly solutions to make things even easier for you.

Basically that video is the film version of their FAQ page. Incidentally, videos and FAQ pages are great ways to build a brand identity – more on that soon.

How do you Measure Brand Awareness and Brand Identity?

Without comprehensive market research surveys – and ain’t nobody got time for comprehensive market research surveys – it can be tricky to measure the effectiveness of our brand awareness and brand identity activities. After all, you can’t open up Google Analytics and check a Brand Awareness report.

There are, however, perfectly measurable things you can look at to gauge how your branding activities are going.

Page views and impressions, for example, could be the direct result of a brand strategy, especially if those views and impressions are coming from channels being used for branding.

You can also use tools like Mention and TweetDeck to measure how much noise your brand is making on social. Google Alerts, meanwhile, lets you measure chatter about your brand on the web.

Not every page impression, social share, or blog mention can be attributed to brand awareness. But all of these numbers should move north as your branding efforts gain strength.

You can also pay especially close attention to which branding messages are moving the needle. If certain messages are resonating better than others, you can let that shape your marketing.

For instance, let’s say you want to be known as a fun business. But lo and behold, your Facebook ads about product quality are converting better than the fun ads. You could swim upstream and double down on the fun messaging – or you could lean into product quality as a selling point because, hey, it seems to work.

Another thing to keep in mind is that conversions – sales – can play a huge role in brand awareness and brand identity activities. For one thing, conversions – like traffic and mentions – will increase with a well-executed brand strategy. That’s great, of course. But a sale doesn’t mark the end point of your brand’s popularity. It’s more like the midpoint. Because a sale opens up new opportunities to further increase brand awareness.

A sale gives you a chance to send a follow up email with discounts codes, or to inform the customer about your referral program, or get them to sign up for your newsletter. In short, a sale solidifies someone’s place inside your brand ecosystem. And the more people you can get firmly planted in that ecosystem, the better your chances to increase your brand awareness.

So brand awareness is measurable, and sales are important. Got it. But how do we do it? Here are some steps that even the non-Coca-Colas of the world can take.

6 Tips for Building Strong Brand Awareness

1. Identify What Makes You Different

Brand awareness is awareness of something. What’s your something?

The first step of building a brand identity is identifying a trait (or traits) that sets you apart from your competition — your USP. So study your competition. How do they define their brands? And just as importantly, how don’t they define their brands? Look for characteristics that you can call your own.

Negative Underwear does a brilliant job of this. Just look at their “About” page, which says, “When we realized that most lingerie companies were run by men (not exactly experts in bras, right?), we decided things needed to change.”

So they identified an issue with the market — that women’s underwear was being dominated by men — and made the solution to that issue part of their brand.

Then they wove this USP into their brand strategy:

brand identity“ Unlike much of the lingerie world” is a pretty strong statement that this brand is different.

Negative Underwear incorporates the “We don’t believe you need decorations, embellishments or pushing up” message into other aspects of their brand awareness, as well.

Just look at their name: Negative. Negative suggests taking something away, that something has been removed. The design is also decidedly negative, with parts of letters missing:

This is a great example of a brand finding an issue with the market and turning their solution into a brand strategy.

2. Be Consistent with Branding

Chances to engage with potential customers are precious. If your brand strategy is different on different channels, people won’t be able to decode what your brand is all about.

Brand awareness requires consistent messaging. And crafting a consistent message requires keeping your channels harmonized. That means your website, sure, but also Instagram, Facebook, Twitter, email, and more.

For example, if you build an identity around how much fun your product is to use, then that lightheartedness should carry over to all channels. That way, your brand is optimized for both of these scenarios:

Someone bumps into the messaging on one of your channels — any channel – and sees that your brand is fun.
Through a combination of strategy and luck, someone is exposed to your messaging on multiple channels. And because the brand messaging on those channels is synced, they combine to create a quasi drip campaign that reenforces your brand.

The sunglasses store Sunday Somewhere does a beautiful job of keeping their brand messaging consistent across all channels. That message? Let’s have a good time.

To start with, the homepage greets you with the tagline “We could dance forever” overlaid on a festival — Ferris wheel and hot air balloon included. Where do I sign up?

Sunday – Brand Awareness Marketing You’ll also find people lounging in hammocks…

Sunday’s Brand Awareness Campaign… and chilling poolside:

Sunday’s Brand Awareness Alright, so this is what brand awareness is all about for Sunday Somewhere — at least on the website. But what about the other channels? Well, it’s more of the same.

On Instagram you’ll see more pools, someone who’s exploring (hence the map), and even a floating basketball court in Thailand. Um, yes please.

The vibe is the same at Facebook: What says “Let’s chill… and maybe party, too” better than a waterside pina colada?

Finally, if you sign up for Sunday Somewhere’s newsletter, you’re going to again be invited to daydream about sun, convertibles, and living life to the fullest:

The result? No matter where someone runs into Sunday Somewhere, they’ll be greeted with the same message. And if Sunday Somewhere succeeds into reaching the same person multiple times, the consistency of their branding ensures that their message is getting amplified.

3. Showcase Positivity in Your Brand Strategy

Brand awareness means different things to different brands. For some, it hinges on being environmentally friendly. For others, brand awareness is daytime cocktails and majestic scenes by the water (see above).

One thing you won’t see with successful brand strategies? Negativity.

There is so much negativity in the world, especially online (have you ever been on Twitter?). The last thing consumers want is negativity while they’re shopping.

This doesn’t mean that your brand strategy needs to contain poems, inspirational quotes, and a bunch of heart-eye emojis. What it does mean, though, is that your brand strategy shouldn’t bring people down. People want to feel good.

Beardbrand does an awesome job of this. Beardbrand, as you might expect, offers products for beards. To clean them, cut them, and generally make them look their best.

As any guy will tell you, there are plenty of negative things to say about beards. They require daily maintenance. The tools for that maintenance are expensive. What looked good this morning might look shabby this evening.

But Beardbrand is masterful at taking something that could easily be considered annoying and giving it a half-glass-full spin.

Look at the newsletter sign up, for example. Newsletters, as we’ve discussed, can be super helpful so be sure to include them in your brand strategy. And not only does Beardbrand have easy-to-find newsletter signups scattered throughout its site, but the call to action on that signup is absolutely positive: Keep on growing!

The product descriptions also lean positive. For example, the text about one of their brushes is written for “brush lovers”:

Meanwhile, the Instagram account has that same simple, affirmative three-word description:

And the conclusion to the “Product Ethos” page is about as chipper as can be:

Study the branding of your favorite brands, and you’ll see that the messaging is positive, or at the very least, it’s not negative.

4. Have an “Our Story” Page

The bios you write for your Instagram, Facebook, and Twitter accounts might be limited when it comes to brand awareness. There simply isn’t much space to let your brand strategy shine through.

If you want to further develop your brand strategy, consider executing an “Our Story” page. (You could also call this page “About,” “About Us,” or something along those lines.)

Lots of your brand awareness efforts will in one way or another lead to your website, and the About Us page is one of the focal points of your website. Or at least it should be.

Explain why your store is different, why people should feel good about shopping with you.

Sugarfina, an online and retail candy store, has an amazing About page. It has lots of really cool — actually, how about we just take a look.

Sugarfina also deserves a shoutout for this popup layer, which appears for shoppers who are abroad. What says “Welcome to our friendly, fun candy shop!” better than a big greeting of hey sugar?

5. Use Your Name, Logo, and URL to Strengthen Brand Identity

Remember earlier when we talked about how your website, social media channels, and newsletter should all deliver the same message? Well, the same goes for your URL, logo, and the oh-so-important business name.

First things first: You don’t want a name that’s already an Instagram handle for someone else, or that has a URL that’s already taken. It’s hard to generate enough brand awareness that people seek out your brand. So when they do, we need to make sure they see your own content, not something from a Twitter handle that hasn’t posted in three years.

No doubt, your logo, business name, and URL are massive brand awareness opportunities.

The toy company GoldieBlox could teach a course on this. For starters, the name: GoldieBlox. This is a charming twist on “Goldilocks,” the main character from the children’s story Goldilocks and the Three Bears. (For those not familiar, the lovable Goldilocks is a young girl.)

This already says something about the company: GoldieBlox — which of course owns goldieblox.com — specializes in toys designed to “inspire the next generation of female engineers.”

Get it? The name of this company trying to inspiring female engineers combines one of the most famous girls ever with a word that makes people think about building.

The logo further reenforces this message:

The Twitter (@goldieblox), Instagram (goldieblox), and Facebook (@GoldieBlox) accounts are all easy to find – they share the exact name of the company. And of course once you find them, the content you see matches the company ethos perfectly:

Shopify has some tools to get started with a name, including the Business Name Generator and Logo Generator.

6. Know Your Audience

This is super important as if you don’t know who your audience is, you cannot know how to build brand awareness that turns the right heads. Define your target audience before you create your brand so that you will attract the right people and not have a mismatch between your company and your customer.

You can even take it a step further and talk to your customers during your rebrand. Invite your biggest customers into your office and ask them what they like about your logo, tagline, and other important identifiers of your brand. Make sure these things remain after the rebrand so that customers can still identify with your brand. These common characteristics will ensure that brand awareness will be seamlessly.

Sometimes your audience likes the old you and doesn’t want a change. Take Squarespace’s rebrand for example. Their logo didn’t change all that much even though their website and style guide did after their rebrand. The illustration and text are almost the same, meaning that their audience is aware of their brand straightaway.

Alternatively Mastercard identified that their audience knew their logo well enough to exclude the brand name from the logo during their rebrand. This was a bold move that was a make or break moment for the company, as it could have caused a drastic decline in leads for them if they were wrong. Fortunately Mastercard did their research and the company’s brand awareness grew during it’s rebrand.

Conclusions

There’s a reason people talk about “building” a brand instead of “making” a brand. A proper brand strategy takes time, patience, and lots of work to execute. But you’ll be able to generate brand awareness over time by following the tips that we’ve gone over. So remember:

Identify what makes you different

You go head-to-head with your competition on price, search visibility, ad space, and so on. So if possible, don’t go head-to-head on brand awareness. Instead, find something that makes your business unique and make that the cornerstone of your brand strategy.

Be consistent with branding across channels

It’s important to capitalize on every chance you have to raise your brand popularity. So make sure that no matter where you reach that audience — social, newsletter, website, etc. — your message is consistent. That way, each time they engage with you, it’ll reinforce what you’re all about.

Be positive

There are so many reason that people might not buy from you. Don’t let negativity be one of them. Build positivity into your brand strategy to increase the chances that people feel good about you, your products, and your store.

Have an “Our Story” page

The Our Story page is prime real estate for brand awareness. There is more space and more flexibility that those little slices of space that you have on social media.

Use your logo, brand name, and URL to strengthen your brand identity

You can reinforce brand awareness every time someone mentions your brand, punches in your URL, or see your logo. These are all part of your brand, so take advantage!

 

Source: https://www.oberlo.com/blog/brand-awareness-tips

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Get These Best Tech Tools For Your Work At Home

Cloud

Source: comparethecloud.net

 

The global economy is changing, technology is rapidly advancing, and the number of remote workers is higher than ever before. To tackle the crisis caused by the current climate, employees have quickly shifted to remote work. On the one hand, this particular work arrangement allows employees to balance work and family commitments better. On the other, employee productivity often takes a hit at some point because of many distractions at home. To keep their productivity levels high, employees can resort to various tools and gadgets. Here are some of the best tech tools employees can use to nail remote work.

 

Project Management

For those having to manage a virtual team, project management tools are of great use. There are so many available options on the market. Some have more features than others. Depending on the size of the virtual team and its needs, managers can easily find the best fit. Project management tools, such as Basecamp or Asana, primarily allow managers to assign tasks and projects to employees and track their progress. Moreover, every team member gets a complete to-do list with their duties and responsibilities. More importantly, they can work and brainstorm together, help each other, making sure all projects meet tight deadlines.

 

Internal Communication 

Effective internal communication is crucial for remote teams. Remote employees have to communicate not only more but also better than usual. Keeping in touch makes the job easier. They get all the relevant information right away and interact with coworkers like they would in a regular office. That is why managers should stimulate their employees to regularly communicate not only as a team but also across departments. The easiest way to boost communication in the virtual workplace is with internal communication software. Slack, Instant Messaging, Google Hangouts, and Telegrams are just some of the many communicative technology tools, plus there are great alternatives to Slack and man other apps. They all connect employees and the management and allow them to communicate daily through text messages.

 

File Sharing 

Virtual teams don’t have access to what is commonly known as the file room. However, team leaders and managers should make sure they have access to the virtual one. Keeping all files uploaded on the cloud allows employees to upload, share, or download corporate files. Procedures, regulations, policies, guidebooks, and similar useful documents can be uploaded for employees to access whenever they need to. The most common document management tools are Dropbox and Google Drive. For example, teams can save, share, edit, or add new documents all online. However, the downside is the limited storage space. If teams need more storage space, they will have to switch to a paid version of the tool.

 

Video Conferencing

Remote teams don’t only struggle with productivity but also with the lack of face to face communication. While it is possible to maintain communication solely through texts, remote workers still need body language to send and receive messages effectively. This is where technology comes into play. Many platforms and tools allow remote teams to organise, attend, and record video meetings. Skype, Zoom, and Google Hangouts are the go-to tools for most virtual teams. While their primary purpose is video conferencing, some tools can also be used for file sharing, audio calls, texting, and teamwork. Whatever video conferencing tool managers choose, they will surely bring their staff members closer and make their communication more efficient.

 

Time-tracking 

Knowing how easily employees get distracted, software developers have designed time tracking apps to help them stay focused at all times. The apps are particularly useful for remote employees. When they work from home, superiors can’t monitor their activity in the workplace. For this reason, time tracking tools show employees how they spend their time during working hours. Apps such as Clockify or Toggl are some of the most common ones. Apps generate reports at the end of the workday, which employees can analyze and determine which tasks take the most time to complete.  Being aware of how they spend their time helps employees increase their productivity and prioritise. 

 

Distraction Blocking 

As mentioned previously, home offices are full of distractions. They prevent remote staff from performing well at their work assignments. That is why they should install distraction blocking apps on their devices. Most of these apps block distractions on all synced devices at once. Forest and Freedom are every remote employee’s best friend. The former allows users to plant a virtual tree that keeps growing as long as the user is focused. The latter can be used to restrict access to a web browser, social media, or any other app or website the user selects. When employees avoid distractions, nothing is stopping them from meeting deadlines.

 

Organization 

The remote staff has to be always organised to get things done at work. Lucky for them, there are numerous organization apps they can use to help them stay on top of things in the workplace. Nozbe and Doodle are some of them. Nozbe is a multifunctional app. It can be used for time, project, and task management as well. Meanwhile, Doodle is actually an online calendar that makes sure no meeting is double-booked, or deadline missed.

 

Since remote work is on the rise, virtual teams need all the help they can get to stay productive and engaged in the workplace. There is no better sidekick than technology. Apps, tools, and gadgets we suggest can help them excel despite all distractions their home offices contain.

 

Source: https://www.comparethecloud.net/articles/remote-working/the-best-tech-tools-for-working-from-home/

 

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SEO 101: Content Marketing as an SEO Strategy

SEO (Search Engine Optimization) is a busy and dynamic market. As search engines regularly change their algorithms to take new factors into account when calculating a website’s rank, positioning sites is becoming more challenging.

Today, SEO is no longer about low-quality content spiked with keywords to please search engine crawlers.

In reality, the smartest approach to SEO comes in the form of content marketing. For SEO to work, we need a human touch, but also financial and creative resources.

Fortunately, SEO experts can take advantage of tools that were designed to match these new requirements. One of them is a content marketing platform called marketin9 which helps marketers streamline the process of publishing sponsored articles on websites.

Read on to find out how SEO and content marketing can work together to make a website successful.

Is content marketing about to replace SEO?

Some say that content marketing is on its way to overtaking SEO completely. That claim is clearly exaggerated. It just doesn’t make sense to pull SEO and content marketing apart when they go together so seamlessly — and with such amazing results.

While SEO is a narrow and technical discipline, content marketing suggests a more holistic approach and is generally broader (includes many types of content: blog posts, videos, infographics, presentations and more).

But that doesn’t mean they should be separated. In fact, they converge smoothly. We get the technical specifications from SEO and implement them in our content marketing campaign, ensuring its success. That success translates to both fields, bringing websites not only a higher rank, but also new traffic, higher engagement and a conversion rate boost.

Here’s how content marketing and SEO fit one another:

  • SEO can’t work without content. It needs keywords, words and articles. Content marketing supplies that, bearing in mind the requirements first established by SEO. Think of content marketing as a practical application of SEO in the form of content.
  • SEO is based on keywords. SEO experts dedicate a lot of time to researching and utilizing keywords. But how can they apply these keywords? Stuffing websites with keywords doesn’t lead anywhere; search engines are perfectly aware of these tactics and often punish sites that do so. The safest solution is content marketing. Content marketing means producing content which is written for humans to enjoy but also targeting particular keywords.
  • SEO needs backlinks. One of the most powerful SEO tactics is link building. Having a high-authority website or portal include a link to your site is a huge boost. There are two ways in which you can get backlinks: by writing amazing content and hoping someone links to it or by using platforms like marketin9 that help reach publishers successfully.

If you’re still not convinced that content marketing plays an essential role in SEO, here’s a case study from our team to show you what good content can do to a website’s rank.

Case study: Insurance company in the UK

To illustrate the results of regular publication of content on quality domains, here’s an example of a client who used the potential of marketing platform.

Who:

A company operating in the insurance industry in the UK. This industry is among the most expensive when it comes to PPC (pay-per-click) campaigns, generating rates between $2.00 and $6.00 per click. It’s also one of the most competitive in terms of SEO, which results from a huge market fighting for a very limited number of converting phrases.

Problem:

The insurer’s marketing department reached out to marketin9, asking for help in developing and implementing a long-term strategy to obtain links and create content that would result in an increase of its position on the most important and high-converting phrases. The goal was increasing traffic from organic search results, which in turn was supposed to increase sales through the website. Until now, by means of intensive SEO activities, the company managed to get to the top 10 results for two phrases. However, that result did not provide the company with the conversion rate they wanted.

Solution:

Thanks to the support of the marketin9 platform, the company published over 300 publications on websites with very high authority within 12 months. Each month, there was an increase not only in its position in search rankings, but also in website traffic.

Targeting the B2C sector, the publications were not limited only to advertising the insurer’s services, but mainly served to communicate curious facts, latest industry trends, education and advice for the users of smartphones, laptops, tablets and other types of the latest technologies.

Thanks to that focus, it was possible to extend the subject of domains on which the publication was placed and to reach a wider range of users through not only technology-related websites, but also general-information and local portals.

Campaign results:

Already, two months after the start of the campaign, there was a visible improvement of the organic results situation, which, together with the peak months in the e-commerce industry, resulted in a significant increase in traffic on sub-pages, generating more sales inquiries.

Here’s a table presenting the number of clicks from organic results on subpages only related to these phrases – excluding other traffic channels, as well as the home page and subpages that were not taken into account when running campaigns and obtaining links.

The peak of traffic and sales happened initially during the holiday season in December and January, due to the initial rise in position. To sum up the campaign, after 12 months, the number of inquiries tripled (over specific months) and the company achieved a 187 percent increase in traffic compared to the peak.

We achieved the best results on three priority phrases: mobile phone insurance, phone insurance and iPhone insurance, which significantly contributed to the increase in traffic and sales despite their high difficulty.

Here are the average positions, together with the number of impressions and clicks, month to month.

As a result, the campaign achieved the ROI of 255 percent at the end of 2017. The company reduced the average cost of user acquisition and made the sale partially independent of investments in PPC. Another benefit the company noted was the increased brand awareness. The mentions appearing in publications translated into increased traffic on brand phrases and direct visits to the site, in addition to direct visits from links included in publications.

Invest in content marketing now

Five years ago, only the most prominent brands with multimillion-dollar marketing budgets could afford content marketing. They published on high-authority websites and portals as a way to acquire valuable links. Back then, that type of promotional campaign was well outside the financial reach of small and mid-sized businesses. An average marketer or SEO expert could only dream about such sophisticated link-building strategy.

But today, the situation looks completely different, and getting in touch with publishers is easier than ever, thanks to dedicated tools like marketin9.

Marketin9 is a platform that helps companies reach the right publishers and offers easily. Companies launching content marketing strategies can use the platform to order sponsored content, choose publishers by category and get discounted pricing when placing a larger order from particular publishers. The cost of publishing a sponsored article can be up to 50 percent lower than if the advertiser contacted such a website directly.

Content marketing is of great value to link building as a proven and fail-safe way of acquiring quality backlinks. If you’ve been considering investing in a content marketing strategy, now is the best time.

Source: Search Engine Land | Here’s why you should start thinking of content marketing as an SEO strategy

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SEO 101: Smart Content Execution

office professional

spend a lot of time trying to figure out why some content ideas get links and why some don’t.

There can be many reasons for a lackluster campaign. Sometimes you can figure out why things didn’t go well, sometimes you can’t. One thing I always look into is how well a content idea was executed.

Bringing an idea to life and having it succeed is very satisfying. Of course, not every link-building campaign nets a lot of links, but even if you have a weak idea or one with no “hook,” you can still make the campaign fly if you execute in a stunning or different way.

Here are some things to keep in mind when deciding how to bring your content ideas to life and explore parts of the process in turn. We’ll look at:

  • The content idea itself.
  • The resources you have for executing content.
  • The timeline you’re working toward.
  • The range of formats available to you.
  • How the execution can directly affect someone’s ability to link to you.

Let’s jump in!

1. The idea

Coming up with a good idea that is link-worthy isn’t easy, and it can take time and a lot of experience.

Something we teach our team here at Aira (my company) is that there is a big difference between a good idea and a good idea that gets links.

For the purposes of this post, let’s assume you have a solid idea which is relevant to your business and has a good chance of getting links. There are a couple of things you need to keep in mind to make sure that your idea comes to life in the best possible way.

First, you need to distill your idea down to the core point you’re trying to make. Then, take this core point and do everything you can to ensure that it doesn’t get lost throughout the execution. This includes making sure it sits prominently in your design or copy brief and giving feedback if you see it getting lost at any point. Remember that up until this point, it only existed inside your head, and while it may be clear to you, others need to fully understand it, too. Be clear and share as many details as possible.

Second, you need to make sure the execution of the campaign doesn’t overshadow the idea. This may be hard for you to control, since the execution is more than likely going to rest in the hands of a designer.

For me, this is where having a great designer on your team is absolutely crucial and demonstrates the difference between a good content designer and a great content designer. The key is to keep things simple and minimalistic, which is hard for some designers to do. If you want to keep clear a single core point in your content, you need to be prepared to not overcomplicate a design with unnecessary icons, copy or images.

2. Execution resources

It can be easy to get carried away and dream up really elaborate ways to bring your idea to life, but you also need to be realistic with what resources you have, as well as the budget at your disposal. If you are thinking your idea needs to be an interactive data visualization but have no budget or front-end development resources, then you need to know this upfront.

Typically, you’ll need to think about allocating time and budget to the following resources:

  • Copywriting. Depending on the complexity of the idea, you may need a specialist copywriter or someone who is particularly good at headlines. If you’re keeping the copy to a minimum, perhaps you or one of your team can handle it. But don’t underestimate the importance of good copy, particularly when you’re likely to be pitching this content to journalists or industry experts who will notice anything when something isn’t right.
  • Design. Chances are that you’ll need a designer. You may have one on your team already, or you may work with freelancers. If you have access to multiple designers, take some time to understand their strengths and weaknesses and align ideas with them accordingly. One designer may be particularly good at interactive data visualizations while another may be better at flowchart/timeline-style graphics.
  • Development.  If your idea requires interactivity, even at a basic level, you’re likely to need a web developer to help. For most content pieces, a good front-end developer is probably going to be able to do the job. If you’re accessing live data via application program interfaces (APIs) or working with interactive databases, you may also need to consider working with a backend developer.

One important note here: You’re likely to also need development time from the person handling the uploading of content to the website. This may well be a different developer from the one who is working on the content itself. It’s pretty common for agencies to work with their own developers and also work with a different developer when it comes to uploading the content to the client’s website.

You need to factor this time in and give the client a fair amount of notice when you’ll need this development resource, particularly if, like many development teams these days, they work on a sprint cycle.

Whatever resource you have, be aware of it from the very start of the project so you choose an execution process that will go smoothly and not affect the chances of the piece succeeding.

3. The timeline

Another key factor to consider when choosing how to execute the campaign is how much time you have and how flexible the client can be.  The flexibility issue will often depend on your relationship with your client, if they trust you and results thus far have been good, they are more likely to give you some wiggle room when it comes to timelines.

I can share a good example here. We had been working with a company for about nine months and launched several good campaigns, each going off about every six weeks or so. It was a good schedule, the budget was right, and to a point, they were happy with our work.

As we worked along, one of our team members had an idea for a content piece which would have required more time and resources than normal. In particular, it would need much more data collection and analysis, as well as a more complex design and development brief. This not only increased the campaign’s cost overall but also increased the time it took to launch a project from six to 10 weeks.

We pitched the idea to the client because we felt that the extras would be worth it. We felt the new project would show a marked increase in links, media coverage and traffic. It took a bit of back and forth, but the project was signed off on and eventually became the most successful campaign we did for this company.

The point here is that this would never have happened if we didn’t already have the client’s trust and confidence. But having their trust gave our team the confidence to come up with a bigger idea which was well executed. When the cycle of trust is continued, success is usually maintained.

There are a couple of other things to keep in mind when it comes to timelines.

  • First, if you’re centering an idea around an event or awareness day, you’ll need to be confident that the method of execution you choose can be complete and uploaded to a website in plenty of time. We’ve learned this the hard way and once launched a piece of Christmas-themed content just a few days before Christmas. It got a few links, but most journalists had already left for the holidays, and those who hadn’t already had their editorial schedules sorted.
  • The other thing to keep in mind is syncing with other teams, especially at another agency. You need to be aware of the team’s activities and be prepared to choose an execution strategy that allows you to play your part in the overall picture. Don’t be upstaged!
  • Try to keep things running smoothly when working with your in-house team. When a campaign starts to slow down or runs late, this affects other parts of the execution being handled by different parts of your team. If you’re late, they will be late and ultimately, unhappy.  Keep things moving!

4. Format ranges

There are a lot of ways to execute link-building ideas, and I can’t cover them all, but I wanted to share the most common tactics and talk about how they may affect your ability to attract links.

Static infographics. I think infographics have gotten a bad rap in recent years. Many years ago, infographics were highly regarded when it came to link-building, and the SEO community loved the tactic and used it regularly. So what happened?

Too many infographics were created, with many with poor designs and bad messages. The effect they had as link magnets wore off, and the concept suffered overall.

Bad infographics are a bad idea. But overall, a good infographic that has been well executed can be a link goldmine. There are plenty of examples out there of infographics with value.

From an execution point of view, static infographics are relatively straightforward, since they only need a designer and access to a content management system (CMS) to upload them.

Interactive infographics. When you “soup up” a static infographic by making it interactive in some way, you get an “interactive infographic.” This allows a user to interact with the content in some manner, perhaps via hovers, pop-ups or entering information into the content and getting a customized response.

This type of content will almost certainly require help from a developer and will need more time, resources and a lot of testing at the quality assurance (QA) stage.

Data visualizations. These are popular formats with agencies, partly because they are fun to look at, but mostly because a good dataset can drive a lot of links. Data visualization pieces can be similar to interactive infographics when it comes to the impact on execution, except you may need a more advanced developer who understands JavaScript libraries to make the data visualization work.

GIFs. Good old .gifs are a fun but simple execution. They’re a nice way to get something that looks a little bit interactive but doesn’t require development time. A good designer can make a gif that presents an idea or story well.

The decision as to whether to use a .gif execution or not lies in the idea itself and the core point that you’re trying to make. If the point is to show how something looks, a .gif may fit the bill nicely.

5. Linkability

Finally, how does the execution of a link-building campaign influence its success? You may have a great content idea that has been well executed, but are people actually linking to it? Even the best ideas hit a brick wall now and then. Let’s look at the reasons why your campaign may fail.

Embedding your content. When it comes to interactive content, many websites looking to host your content may want to have a working version of your content on their website versus linking to it.

Given that it’s not possible to give them all the content outright and let them upload it to their site, a good alternative is to offer an embed code which allows the content to be seen on their site but is still located on your own server. If possible, get your developers to create an embeddable version of your content and provide an embed code to sites that want to host the content.

Options for a variety of CMSs. Sometimes, even a good embed code won’t be enough because the person you are negotiating with for link space may have a limited CMS which doesn’t allow for embed codes to be used.

WordPress is notorious for stripping out hypertext markup language (HTML). If the person you’re working with isn’t particularly code-savvy, they may not know how to fix this and could just walk away.

As a solution, consider having a static version of any interactive content piece you’re using as link bait. This doesn’t need to be a whole new design; it can be a simple screen shot of one key part of the interactive piece users can click on to see the full interactive version on your site.

Style/design. If someone is embedding your content on their page, either an interactive or a static piece, they may have some concerns about the style of your content complementing their site or blog. This is a fair concern, but I wouldn’t bend over backward to make changes.

When you are doing outreach for a link-building campaign and offering content as the hook, have your designer create the content in a simple, minimal design. Design issues are less likely to happen this way, and if they do? Offer extra copy points in the form of quotes or extra data to the host site instead. This means they can create an article which isn’t visual but still has value.

Final thought

Keep these content execution tactics in mind, and you’ll spend less time wondering if your link-building campaign will take off and more time counting links.

Source: Search Engine Land | Smart content execution will net a lot of inbound links

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SEO 101: Optimizing Virtual Assisstants

revamp

Question: How much of an impact will homonyms, accents, and stressed words have in voice search?

Upasna: The automatic speech recognition capabilities of the voice search system have become intelligent enough to understand accents, dialects, and stressed words, as well as decipher context of homonyms.

Google Assistant Group Product Manager Brad Abrams recently discussed this in the Voicebot Podcast, as he highlights (17:00 mark) how accents do pose problems within a country with regional variations, but that localization involves a lot more than just accents.

This challenge can be addressed in two parts: automated speech recognition (ASR) and natural language understanding (NLU). Speech and accent recognition fall under the ASR segment, while understanding intent, slang, grammar variants and colloquial expressions all need NLU.

When Google added 30 new language varieties last year, they worked with native speakers to collect speech samples by asking them to read common phrases in their own accents and dialects. This process trained their machine learning models to understand the sounds and words of the new languages and improve the accuracy of the system when exposed to more sound samples over time. Neural translation has worked a lot better than the old phrase-based system because it now translates full sentences at a time, instead of fragments of a sentence.

From Google:

To incorporate 30 new language varieties, we worked with native speakers to collect speech samples, asking them to read common phrases. This process trained our machine learning models to understand the sounds and words of the new languages and to improve their accuracy when exposed to more examples over time.

By using this broader context, it can figure out the most relevant translation, which is then rearranged and adjusted to be more like a human speaking with proper grammar. Google search has already existed and functioned in all of those languages for such a long time, which has provided a powerful source of intelligent data to build voice search capabilities that are able to understand user queries and serve relevant answers.

Google speech recognition now supports 119 languages at impressive accuracy rates.

Question: What about Siri?  Should we use the same rules as Google voice search?

Upasna: I don’t like the rigidity of the word “rules” when we’re speaking about such a dynamic landscape, so let’s say “best practices.”

Yes, the same best practices can and should be applied, because like Google voice search, we understand how Siri works by understanding how ASR works. Apple already has a lot of ASR models in production, which support 21 languages in 36 countries (perhaps even more now).

Apple has also been working on refining their ASR language models over the past several years and has caught up despite getting a late start in the game.

Question: When creating content for voice search, does it make sense to have a whole page of questions and answers, or is it better to integrate a question/answer into each content piece?

Upasna: The best practice would be to create a clear information architecture within your FAQ section. Create a top-level FAQ page, then group similar questions together within a sub-page to create topical authority and provide long-form answers. Understanding and answering hyper-specific questions is key for voice search, especially for purchase-driven queries.

For example, a voice search user is much more likely to search for “what’s the best waterproof fitness tracker of 2018 that can sync with my iPhone” or “best waterproof fitness tracker for surfing” than just “best fitness tracker.”

In just the last four weeks, my team and I have noticed drastic changes in the search engine results pages (SERPs) for these queries, where the hyper-specific query being searched is providing results in the form of product carousels within the featured snippet and a knowledge graph panel pulling in a specific, single product to answer the question.

The more precisely we can answer these specific questions, the better we can serve the user and gain organic visibility. If you’re not using it already, I recommend you tap into the SEMrush Keyword Magic Tool’s “question” filter.

Question: How do you foresee the adoption of voice search in other countries?

Upasna: Google’s goal is to make the web more inclusive, which means bringing down as many language barriers as possible. I think this has already directly impacted the rate at which voice search is adopted in other countries, and will continue to do so.

The rate of adoption in India is a great example of this progression. According to Rajan Anandan, Google Vice President and Managing Director, South East Asia and India, as of December 2017, 28 percent of search queries in India are conducted by voice and Hindi voice search queries are growing by over 400 percent.

As I mentioned earlier, last year, Google launched voice search capability for 30 new languages, nine of which were Indian languages. The Indian subcontinent itself has 22 official/major languages, 13 different scripts, and over 720 dialects. We can only imagine the challenge of bringing something as complex as voice search to this country, but it is happening.

A speaker of regional Indian languages like Punjabi or Tamil used to have difficulty finding accurate and relevant content in their native languages, but last year, Google brought its new Neural Machine Translation technology to translations between English and nine widely used Indian languages (Hindi, Bengali, Punjabi, Marathi, Tamil, Telugu, Gujarati, Malayalam, and Kannada) – languages that span the entire country.

We know it’s easier to learn a language when we already understand a related language (as is the case with Hindi Punjabi, or Hindi and Gujarati, for example), and Google also discovered their neural technology speaks each language better when it learns several at a time. Because Hindi is the national language and spoken across the country, Google has a lot more sample data for Hindi than its regional relatives Marathi and Bengali. Google has realized that when the languages are trained all together, the translations for all improve more than if each one was trained individually.

We see this in practice with Chrome’s built-in translate functionality. More than 150 million web pages are translated by Chrome users through the magic of machine translations with one click or tap every single day.

With these advances in language accuracy and translation in India, Google statistics now reveal that rural areas are catching up quickly with the metropolitan areas when it comes to internet usage in India as consumers are searching in their preferred languages more than ever before. As more and more people in India discover the internet and its relevant and useful applications, it’s fast weaving into the fabric of everyday life in urban and rural areas alike.

I believe that we’ll continue to see this adoption pattern unfold into other countries as Google continues to feed more language data into and train its Neural Machine Translation system.

Source: Search Engine Land | Ask the SMXpert – Optimizing for voice search & virtual assistants

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