Digital Summit Dallas is a conference that features sessions taught by thought-leaders in the digital marketing world (Lee Applebaum, the CMO of Patron, was one of the keynote speakers!) and gives practical tips to marketers from all industries. Hearing from these experts in the world of marketing reinforces why we do what we do, and makes us excited to keep growing with our clients! Check out these 7 marketing tips that we want to share with you after our experience over the two-day conference!
1. Re-focus on holistic marketing: the “hub and spoke” method
While we are already well-versed in this concept, sometimes it’s easy to forget that not everyone uses this strategy for campaign planning and content creation. Here’s a breakdown:
Whether you get an editorial calendar every 3 months or every month, your marketing team needs to know the biggest goals that you have for that stretch of time. This way, they can create a central plan that focuses on one “hub” with many supporting “spokes.”
Your goal for the next 3 months is to increase awareness about your new service: the “hub” of those 3 months can be a new page outlining everything about that new service that includes a form to book an appointment.
The spokes of the campaign are ancillary pieces of content that lead back to the new page and sign-up form. These spokes are things like:
- social posts focused on that service
- a press release about the new service
- a longer-form, deep-dive into the history of the service
- an infographic to explain the service in a visual way
See—hub and spoke! This concept takes many forms, but the important thing is to communicate your biggest goals to your marketing team so that they can implement an organized plan.
2. Every business requires a different email strategy.
There is no tried and true number for frequency of emails. Equinox (the fancy gym) has a 94-email welcome journey. They also have a 32-email journey. Those gym members who received the 94 emails during their first year were 40 times likely to renew their contract for a second year than those who were on the 32-email journey! Whether you just send email newsletters or you want an email journey that follows patients throughout the year, it’s all about customization.
3. Speaking of email…remember their birthday!
Birthday and anniversary emails are perfect for priming the eye as reminders (“Happy Birthday, don’t forget to make your next appointment!”) without an offer/discount. Everyone likes to get birthday messages!
4. Tips for being a featured snippet on Google
Featured snippets allow you to jump to position 0 in the SERP. Money can’t buy that—only a well-written and optimized answer can.
For featured snippet answers, there are two types of “how” queries, those that have a list answer, and those that have a paragraph answer. Ex: How do I poach an egg? (list) How does evaporation work? (paragraph). 80% of featured snippets are paragraph answers, 11% are lists and 8% are tables. The best way to optimize for Google featured snippets is to do 3 things:
- Analyze keyword opportunities
- Answer the question better than anyone else, and begin devoting a complete page to answering a single question.
- Do it succinctly (keep it short!)
5. When posting photos, choose images of real people doing real things.
Fun game- if you can’t look at a photo and give it a short caption that makes sense, it probably isn’t a good share for your audience. “Man standing on floor next to large columns in chart” doesn’t mean much to you, does it? Your audience wants to see that you are speaking to real people and about real people. This goes for your website, social media profiles, and all other marketing materials. You need to have a consistent look that says, “We work with real people, and you could be one of them!”
6. You don’t have to be on every social media platform.
Through research, you can learn where your audience hangs out online and dedicate your time there. A good social media marketing company will tell you this: If you know that your audience spends time on Pinterest and Facebook but rarely gets on Twitter, that’s okay. If you already have a Twitter account, pin a tweet to the top of your profile that says something like “Hey, we spend most of our time on Pinterest and Facebook! Check out our profiles here!” with links to the accounts you regularly use. This lets your audience know that you aren’t just going radio silent; rather, you’re going to the places they actually hang out!
7. Video is the gift that keeps on giving.
Did you know that social video generates 1200% more shares than text and images combined? And the crazy thing is, video is just going to keep growing. Remember that when you create a video for marketing purposes, you can break it into smaller pieces like short social videos, GIFs, and still shots that you can share on all of your platforms. It’s the gift that keeps on giving!
We have a lot of marketing tips to share with you from our trip to Digital Summit Dallas— give us a call at (501) 235-8194 if you want to learn more about how we will market for your business! Or, go ahead and email Avery or Roxane!