Category Archives: Marketing

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5 Tips to Create an Effective Webinar

A webinar is a great way for businesses to convey a message/content to a large audience, without asking people to travel to a particular location. From a business perspective, it is a straightforward way to reach out to current and potential customers to share ideas and create brand awareness. However, for the strategy to be effective, webinars must be captivating. Follow these top 5 tips to create an effective webinar.

1)       Audience engagement

Engagement with the audience should not just be during the webinar. Send materials, or a small taster before the session to create a buzz, then afterwards be sure to send some kind of follow up to solidify the message in people minds.

2)       Have a great speaker

The person hosting should be engaging and also an expert in the topic. This avoids it seeming like somebody is simply reading from a script. The host should be able to competently answer audience questions. Furthermore, if the webinar is going have a video stream, the host should feel comfortable in front of the camera.

3)           Consider the format

Think about which format is most appropriate. For example do you want to share a PowerPoint presentation, do you want an interview format, or perhaps a live panel? There are lots of engaging and interesting options to consider.

4)       Have a strong script

It is important as I said previously not to read verbatim from a script – even if the audience can’t see you, it will likely sound somewhat robotic. However it is important to have a robust outline of what you want to cover and use that as a basis for what you want to say.

5)       Create a strong slide deck

If you are going to have a deck to accompany your webinar, ensure it is visually appealing and represents the brand. The great thing about a slide deck is that it can be used to send to participants after the webinar as a reminder of the content that has been shared.

 

In Summary

A webinar is a fairly inexpensive way to engage with current and potential customers. It allows you to share interesting content that creates a buzz around your brand. Consider the tips we have shared above to ensure your webinar packs a punch.

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5 Low Budget but Effective Marketing Strategies

By Morgan International Staff Writers
Marketing was traditionally a major expense line as it involved TV adverts, radio promotions, printed materials and so on. The great thing about social media and the internet more generally is that it has provided many low budget but very effective marketing strategies.
1) Blogs and SEO
First of all write high quality content that is interesting for the prospective reader. Then SEO optimize that content to attract high traffic to your site. SEO can seem complex but it simply involves good article structure, backlinks, and the use of well-placed keywords.
2) Referrals
People are 4 times as likely to purchase a product when it is recommended by a friend. So why not get your customer base to do your marketing for you? One way to achieve this is to run a referral scheme such as offering a gift or discount for each referred customer that makes a purchase.
3) Press Releases
If you have something newsworthy then consider writing a press release and news outlets should be more than willing to report it which will draw attention to your business for free. You may even get some inbound traffic to your site.
4) Email Marketing
It is important to start with a self-created list as opposed to one that is bought – this ensures that those receiving the email have actually shown an interest in your brand and therefore the target group for the email is appropriate. Using email marketing tools are typically inexpensive and can provide useful statistics such as open rates.
5) Social media
Produce business profiles on the major platforms like Twitter, Facebook, and Instagram. Update the profiles regularly and share interesting content and use it as a way to drive traffic to your site.
 
In Summary
In the modern era of the proliferation of the internet and social media, marketing needn’t be expensive to be effective. To learn more about digital marketing, why not consider a Digital Marketing Specialist course.
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3 Tips to Find a Domain Name to Build a Brand

By Morgan International Staff Writers

Domain names in essence provide the real estate for businesses on the web so that they can build an online presence and allow customers to find them. Having the ‘right’ domain name is not only incredibly important, but can be very expensive. As the real estate on the web has grown and domain names have been snapped up, picking a domain name has become more complex than ever. Why? Because most words in the dictionary followed by .com have been taken. To make the landscape even more complex, the internet now has hundreds of gTLDS – generic top-level domains. These are for example .org, .net, .co.uk, and so on.

1) Consider new gTLDs
There is no argument that .com still has primary relevance, but gTLDs have a really interesting use case with respect to product and service types, i.e. verticals. For example, a baby clothes boutique might consider .baby, as well as trying to obtain the .com. The .baby gTLD is extremely relevant to the business and builds upon the online branding. As gTLDs gain popularity, consumers will adapt to not expecting every web address to end in .com.

2) Procure a .com
New gTLDs are both interesting, and are expected to grow in popularity. However, there is no getting away from the importance of the .com. Yes it will probably be expensive, but if you want customers to view you as a serious business, spend some of your investment on the .com domain. Don’t forget that you are not only buying it for yourself, but also to stop a competitor procuring it and damaging your online brand presence.

3) Use an intermediary
If you are looking to buy a .com it is highly likely that somebody already owns it. It is not a good idea to approach the person directly. Instead, contact an expert who can value the domain for you and aid you in negotiations with the owner.

In Summary
There is no denying the importance of choosing the right domain name, but just as you would unlikely buy a property without the assistance of a real estate agent or doing some research, you should not attempt to make such a big investment without help from a domain professional.

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4 Tips to Secure a Job in Social Media

By: Morgan International Staff Writers

Traditional marketing has been transformed by social media offering instantaneous ways to reach customers. For many this is a career to aspire to – but the reality is that competition is tough. However, we are here to offer you 4 top tips to secure that dream job in social media.

1) Work for free
This perhaps seems anti-intuitive, however the most serious candidates will be willing to work for free and undertake an internship to gain valuable work experience which will look brilliant on the CV. Furthermore it is an opportunity to ensure that this type of work is what you hoped it would be. With some experience under your belt, you will have lots to talk about when interviewing for paid positions.

2) Forget the traditional CV
If you are applying for a role in social media, it goes against the grain to apply with a dull CV typed up in New Times Roman. Think outside the box and perhaps set up a simple website or perhaps target Facebook ads at the company.

3) Gain a professional qualification
Just because you might personally use Twitter, Facebook, and Instagram on a daily basis, does not mean that you are qualified to manage corporate social media. Business level social media management is a different ball game and it is sensible to undertake a professional qualification to learn the skills you will need and demonstrate that you are serious about the profession.

4) Make your social profiles shine
It is likely that an employer in this space will take a look at your social profiles – LinkedIn, Facebook, Twitter etc. Ensure that they represent you in the right way, are up to date, and also demonstrate your social media skills. Once you are happy with the profiles, you may even decide to point employers to them to showcase your skills.

In Summary
Social Media Management is a very hot career right now. This should not put you off, but it is important to know that there will be fierce competition, and it is key to differentiate yourself. Undeniably the best first step is to undertake a Digital Marketing Specialist course.

3 Ways to Productively Work with an Influencer

3 Ways to Productively Work With an Influencer

By Morgan International Staff Writers

Influencer marketing has been something of a buzz phrase this year, with more and more marketing professionals turning to this method to get results. The whole idea of influencer marketing is hardly a new concept, people have been getting paid for ‘name dropping’ brands for years - but it seems to have reached a new level of popularity in marketing strategies in 2017.
Influencer marketing has been harnessing the reach of social media, so highly respected people, either celebrities or experts in the relevant line of business are being utilized to promote brands and increase brand awareness and trust. This has worked well for many businesses and continues to be an effective marketing method.

However, there is also the concern that an influencer could have a negative impact on your brand. For example, they may send a badly received tweet and their connection with your brand could cause serious reputational damage. Therefore it is highly important to set up a productive way of working with an influencer.

1. Monitoring

Influencers will generally not like to feel like they are being monitored, but if you are paying for their services, you have a right to keep a check on how they are communicating. Real time monitoring will ensure if a controversial tweet is sent, you can try and limit the damage by getting it removed quickly and preparing a line of response. You should also work with the influencer to ensure they are aware of the impact their actions can have on your brand.

2. Authenticity

Striking the balance between monitoring and controlling the content that goes out and ensuring it comes across as authentic can be difficult. It can be hard to let go and give an influencer free reign to say what they like. However, if what they communicate doesn’t seem to reflect their genuine, authentic views, then their followers will see straight through this. You must build trust with the influencer so that you feel comfortable letting them get on with the work.

3. Audience relevance

One of the most important factors in achieving success with influencer marketing is making sure that you are reaching the right audience. It is pointless getting a celebrity who is followed by predominantly teenagers to promote a brand that is targeted at an older generation of audience.

Influencer marketing is hot right now because it is seeing successful outcomes. As long as you can develop a highly productive way to work with the influencer, this marketing channel could be highly beneficial to your brand. It is an ideal time to consider consulting with a CDMS (Certified Digital Marketing Specialist) qualified professional.

4 Reasons Marketers Are Using Instagram More Than Snapchat

4 Reasons Marketers Are Using Instagram More Than Snapchat

By Morgan International Staff Writers

All social media channels could potentially be of use when marketing products and services. However, deciding which channels to use can be hugely important, given that the people using each site can be very different from one another. For example, it has been reported that today’s young people now tend to favour Snapchat over Instagram.

However, marketing professionals still tend to use Instagram more frequently than Snapchat, so why is this?

1. Instagram has more users
Whilst Snapchat might be the fashionable site to use, you can’t argue with the numbers. Instagram is still used by more than 400 million people every day, compared to just 150 million for Snapchat. Furthermore, the growth in the numbers using Snapchat is slowing down, unlike its Facebook-owned rival – it is predicted that by the end of 2017 more than 50% of social network users will use Instagram.

2. Instagram users encompass a wider age profile
While Snapchat may be the place to go for many younger people, not all consumers are young. Marketers see Instagram as a way of targeting the baby boomers (roughly encompassing those born between 1945 and 1965) and Generation Y (those be born in the 1980s and early 1990s).

3. Advertising on Snapchat can be more expensive
A smaller company with a limited marketing budget may well not be able to afford to advertise on Snapchat.

4. Instagram offers a wide range of different services
Instagram features that are attractive to marketing professionals include offerings such as: post-scheduling, follower engagement and other account management services; recommendations on how to use hashtags and other marketing strategy services; photo editing; budgeting; and content creation.

Snapchat is still widely used and should not necessarily be neglected when it comes to choosing which social media platforms to use to market products and services. However, you shouldn’t be swayed too much by the headlines which suggest Instagram is going out of fashion, as this site is still used by hundreds of millions of people, and offers features which may be very attractive to marketers.

The most important thing to consider is – who is your target market, and which social media platforms are they likely to use? If in doubt, why not speak with a CDMS (Certified Digital Marketing Specialist) qualified professional?

4 Ways to Get More Customer Reviews on Google and Facebook

4 Ways to Get More Customer Reviews on Google and Facebook

By: Morgan International Staff Writers

When seeking to buy products and services, many people now look first at reviews on social media sites. This means that should you want to get more custom, you may need to look at ways you can get more reviews on Google, Facebook and the like.

 

  1. Ensure you ask for reviews

When people buy from you, ensure they are directed to places where they can post reviews. It is pointless having an online review facility if people don’t know where to find it. You may also want to encourage people to offer feedback, perhaps by incentivising them with being entered into a prize draw.

 

  1. Make use of as many social media channels as possible

Don’t just use Google and Facebook – get your reviews on several other well-known social media sites as well. The more sites you use, then more likely it is that potential customers will see the positive reviews that have been posted about you. Consider purchasing software such as eClincher, which allows you to post your customer reviews on social media sites in the form of eye-catching image cards.

 

  1. Provide multiple review links on your website

The obvious place to invite customers to post reviews and feedback is on the checkout page of your website. However, why not post a link to the feedback form on every page of your site?

 

  1. Make use of video testimonials

Written testimonials are undoubtedly a powerful marketing tool, but you should also consider whether you can make use of video testimonials. Even if you operate exclusively online, and never normally meet your customers, you can invest in tools such as Vidrack, where you can place a video record button on your website, and then any customer with a webcam can record and submit a video. A good video testimonial can have a huge impact on potential customers, as your previous customers can convey through their body language and their tone of voice exactly how great your product and/or service is.

 

In summary, we live in a digital world, and almost any company now needs some sort of online presence where potential customers can see what previous customer’s experiences were. Evidently, online reviews can be negative as well as positive, so it’s up to you to ensure you provide exemplary customer service, so that when people express their thoughts about your company, they say things you want to hear. For those interested in the power of social media, they might consider the CDMS (Certified Digital Marketing Specialist) qualification.

 

 

 

 

 

 

 

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The State of Inbound Marketing 2017: The changing face of consumerism

 

By Morgan International Staff Writers

It’s safe to say that consumer habits are changing, and fast. Today, customers’ wants and needs are drastically different to what they were say five or ten years ago.

Let’s take a look at the state of inbound marketing today...

The Challenges

Within an ever-changing consumer environment, it’s not surprising that the challenges facing marketers and sales teams are changing at a fast pace.

According to the 2017 report, 63% of marketers state that their top challenge is generating traffic and leads. When it comes to salespeople, 38% state that getting a response from prospects is becoming more difficult.

Other marketing challenges were ranked as follows:

  • Proving ROI of marketing activities – 40%
  • Securing enough budget – 28%
  • Managing website content and activity – 26%
  • Identifying the right technologies for business needs – 26%
  • Targeting content for an international audience – 21%
  • Training the team – 19%
  • Hiring top talent – 16%
  • Finding an executive sponsor – 7%

Video Marketing is on the Rise

The report also highlighted that visual content is becoming a growing priority for marketers. In turn, marketers are feeling an increased level of pressure to embrace new, and often unpredictable, technologies in order to stand out from the crowd and engage with their audience.

According to the report, marketers stated they planned to add the following distribution channels to their strategies in the next 12 months:

  • YouTube – 48%
  • Facebook Video – 46%
  • Instagram – 37%
  • Messaging Apps – 24%
  • Podcasts – 11%
  • Snapchat – 10%
  • Medium – 8%
  • Slack – 4%

Internal Division

Overwhelmingly, the 2017 report indicates that there is a significant lack of alignment between marketing and sales teams. Only 22% of respondents believe that their marketing and sales relationships are tightly aligned.

This is an aspect of the industry that needs to be addresses as, when the focus is put on conflict and lack of communication within the organisation, the customer is no longer the focus and the marketing and sales efforts are negatively affected.

And it’s not just about division between the sales and marketing teams, the report shows that there is also division within departments, with executives often viewing matters differently to their team members.

According to the report:

  • Whilst 69% of executives believe that their organisation’s marketing strategy is effective, only 55% of marketers agree.
  • Whilst 31% of executives believe that their marketing and sales teams are tightly aligned, only 17% of managers and marketers agree
  • Whilst 45% of sales reps stated that they spend over an hour inputting manual data, only 21% of executives said the same.

For successful growth and development, communication and transparency must be prioritised in order to narrow this divide.

Want to know more?

To find out more about inbound marketing and sales, get in touch. Our marketing courses are designed help you further your marketing career and equip you with the necessary skills and experience to optimise your performance in the modern marketing environment.

 

Reference: http://bit.ly/2sqO7W1

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3 Ways to Achieve your Career Goals

By Morgan International Staff Writers

Climbing the career ladder is rarely achieved without great effort, whatever industry you are in - it’s very easy to lose motivation along the way. With this in mind, here are three tips to help you stay on track and realise your dreams.

·        Know your long-term plan

You probably have an idea in mind about how you’ll develop your career, but without a specific and detailed long-term plan, it’s easy to veer away from your ultimate goal. If you decide where you want to be in five years for instance, you can work backwards to establish the practical steps needed.

Maybe you’ll identify in-house work opportunities or take part in training workshops, for example, that offer an insight into your dream role. But you should also research any external courses/qualifications that could help you attain your goal.

By writing down a plan of action, including these detailed steps, you’re more likely to succeed and achieve your aims, than if you work on a vague idea with no firm basis.

·        Check your resumé and professional online profiles

Whenever you take steps towards your goal, however small, include them within your LinkedIn and other professional profiles – this will demonstrate your drive and dedication to existing and potential employers.

Regularly updating your professional profile is very important career-wise, and helps you gain exposure within your industry. Don’t forget to also amend your resumé, using any specific industry keywords that could help to get you noticed.

·        Networking

Many of us network online without even thinking about it, but when was the last time you attended a networking event in person? This face-to-face connection and casual conversation with others in your industry, is more memorable than a quick email or social media post.

It establishes your presence, allows you to articulate what you can offer, and conveys your aims, goals and wishes for the future. Personal branding is an important aspect of any career.

The phrase, “People do business with people” is a strong reminder of why you need to get out into your business community, and make an impression on influencers in the industry.

Let us help you achieve your goals – we offer a wide range of professional courses and qualifications. Have a look through our website for more information and detailed course guides.

 

 

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6 things successful content marketers have in common

 

By Morgan International Staff Writers

The vast majority of marketers implement content marketing strategies, but that’s not to say that they are all effective or successful.

Here are six things that successful content marketers have in common…

They plan

The key to a successful content marketing campaign is all in the planning. Great content marketers understand this and start any campaign by outlining their aims and objectives, and clearly laying out how they’re going to achieve them.

Of course, that’s not to say that once you’ve documented your strategy it’s set in stone, far from it. Instead, you should continually review your strategy, updating it in line with your findings and results.

They’re organised

With numerous social media networks and blogging platforms typically involved in any one content marketing campaign, things can quickly get out of hand and overwhelming! A successful content marketer understands that organisation is absolutely crucial when it comes to keeping everything on track and running smoothly.

And, if you’re not naturally organised, don’t worry, there are plenty of tools out there to help you!

They’re note takers

Successful content marketers always have a notebook or the notes page of their mobile device open. Whenever an idea comes to mind, they write it down. They might turn out to be the next big idea, or they might never leave the pages of the notebook, but at least they’ll be there when you need them.

They’re ahead of the trends

In any industry, it’s important to stay up to date with the latest trends and developments. But, in the the fast-paced, tech savvy world of content marketing, it’s absolutely crucial that you remain one step ahead of the latest developments and the competition.

If you lag behind, you risk looking out of touch and ill-informed.

They embrace their network

Successful content marketers understand that relationships are absolutely key. After all, knowing the right people can open countless doors for exposure, engagement, and affiliation. So keep networking, reaching out, and building relationships, not only with contacts in your industry, but also with thought leaders and influencers.

They refuse to compromise on quality

Successful content marketers are truly committed to delivering the highest quality content at all times – with no exceptions.

It’s increasingly difficult to stand out in the crowded world of content marketing, but by staying committed to quality, you stand every chance of achieving just that.

Want to know more?

To find out more about content marketing, get in touch. Our digital marketing courses are designed to help you further your marketing career and equip you with the necessary skills and experience to optimise your performance in the modern marketing environment.