Your Target Audience May Not Be Aligned With Your Marketing

Ahhh, the ol’ “Who’s your target audience? question — I used to hate this question early on in my career, but I have come to realize that that question is part of a set of the most essential questions in marketing; it is, at the end of the day, all about knowing your audience.

Do You Ever Wish You Could Learn To Market Like A Pro?

Here’s a little secret to good marketing, all marketing secrets are subtle. The simple act of knowing & understanding your target audience is one of those subtleties and I’ll give you an example: When writing, if you list a feature, you need to also list the benefit; even if it seems obvious to you.

How To Identify Your Target AudienceSo, How Do You Discover Your Target Audience?

Rather than targeting everyone, you should focus on the ideal customer for your business. Many small business owners make the mistake of thinking that their product or service is right for everyone.

For example, targeting Facebook Ads to “all” (genders, ages, etc.) when your product is clearly for women over forty doesn’t make much sense. Not only is advertising to everyone rarely valid, but it can actually hurt your marketing efforts by annoying people and wasting your advertising budget unnecessarily.

Follow these steps when identifying your target audience:

Know Your Target Audience Demographics1) Determine your customer’s demographics. Unless you’re selling oxygen, not everyone needs your product or service. So who does? Men or women? Old or young? Conservative or liberal? What is their economic bracket, education level, and interests? Once you’ve narrowed the criteria down, it’s a lot easier to focus your marketing strategy on those who are most likely to need what you are offering.

Discover Your Target Audience & Ideal Customer's Needs2) Determine your customer’s needs. Now that you have a clear idea about the type of person you’ll be targeting to, you’ll have to identify their specific needs in the context of what your business is offering. In other words, what is the problem they are having that your product or service is the solution to? By putting yourself in their shoes and asking the questions they will have, you’ll be able to address their concerns in your marketing message before they occur.

Does Your Target Audience Know You?3) Determine how your customer will learn about you. We all have friends who prefer texting to calling, so we know that not everyone is receptive to the same modes of communication. Is your ideal customer older? Then you may want to run print ads. If they’re Millennials who have never even read a newspaper, then you may want to run Twitter ads. Is your audience local or global? Are they a trendy bunch or a niche crowd? The best way to reach your target audience is via the channels from which they get their information already.

Are You Mobile Ready For Your Target Audience?4) Assume your customers are mobile. These days more and more people are connecting with the world through their mobile devices, whether it’s to read news, shop or communicate. In fact, tech analyst Mary Meeker found that smartphones are outdistancing all other devices, especially the desktop or laptop computer, for Internet use. Of the 2.8 billion Internet users worldwide, 2.1 billion are mobile, a 23 percent increase from last year. So however you reach your target audience, make sure you include mobile advertising.

So in my own research — knowing that many of you are marketers and business owners, I came across this “Blogging Statistics and Trends in 2020” list which contains some nuggets that all marketers and online property owners should be up to speed on.

(This list is from a great Blog Post by Codeless)

  1. The average blog post length is 1,050 words (Source: Orbit Media)
  2. The average word count of content that ranks at the top of Google’s search engine results is between 1,140-1285 words (Source: SearchMetrics)
  3. On average, only 18% of companies’ blog posts are over 750 words (Source: Curata)
  4. Longer, in-depth blog posts generate 9x more success in lead generation than short ones (Source: Curata)
  5. Each business blogging post takes on average 3 hours 16 minutes per piece to complete (Source: OrbitMedia)
  6. The median average time spent reading an article is 37 seconds (Source: NewsCred)
  7. Marketers who prioritize business blogging efforts are 13x more likely to see positive ROI (Source: HubSpot)
  8. Companies that publish 16+ blog posts per month to their business blog get nearly 3.5x more organic traffic than those that publish 0-4 monthly (Source: HubSpot)
  9. Companies that publish 16+ blog posts per month generated 4.5x more leads than companies publishing 0-4 monthly. (Source: HubSpot)
  10. People will tend to read blogs with titles between 6-13 words. These blogs get the most consistent amount of traffic and hits (Source: HubSpot)
  11. On average, companies with blogs produce 67% more leads per month than those without (Source: TheContentPanel)
  12. 43% of readers skim blog posts (Source: HubSpot)
  13. 36% of people prefer list-based headlines (Source: ConversionXL)
  14. Odd-numbered listicle headlines outperform even ones by 20% (Source: CMI)
  15. Including a colon or hyphen in your title can result in a 9% improvement (Source: CMI)
  16. The “How-To” headline is a close cousin to the listicle, which is the third most popular headline preference at around 17% (Source: ConversionXL)
  17. 60% of consumers feel engaged/positive with a brand or business after reading custom content on their blog (Source: ContentPlus)
  18. Blogging is responsible for 434% more indexed pages and 97% more indexed inbound links (Source: DemandMetric)
  19. 47% of B2B buyers read 3-5 blog posts or content pieces prior to talking with a salesperson (Source: DemandGenReport)
  20. 55% of bloggers report checking analytics and social statistics very often (Source: OrbitMedia)
  21. The top 3 blogging success metrics today are page views, shares/likes, and time spent on page (Source: Curata)
  22. 1 in 10 blog posts are “compounding”, meaning that organic search steadily increases their traffic over time and improve lead generation (Source: HubSpot)
  23. 1 compounding blog post generates as much traffic as 6 regular posts combined (Source: HubSpot)
  24. Compounding blog posts generate 38% of all blog traffic (Source: HubSpot)
  25. 29% of leading marketing professionals reuse and repurpose blog content for their business (Source: Curata)
  26. 64% of B2B marketers outsource blog copywriting (Source: TopRank)
  27. Top content marketing leaders (B2C & B2B) outsource 24% of their blog post writing as part of their inbound marketing strategy (Source: Curata)
  28. 25% of marketers don’t outsource any content marketing creation (Source: MarketingBuddy)
  29. Writing content is the most commonly outsourced content marketing activity (Source: MarketingBuddy)
  30. 57% of business bloggers outsourced blog posts from contributed or guest blogging posts (Source: Curata)
  31. 81% of marketers plan to increase the use of original written content (or a guest post) for blog posts (Source: Social Media Examiner)
  32. 52% of bloggers do not use a formal editor (Source: OrbitMedia)
  33. 69% of companies use an editorial calendar for blog posts (Source: Curata)
  34. 69% of marketers say they plan to increase their blogging frequency in 2016-17 (Source: Social Media Examiner)
  35. 60% of all marketers believe blog creation to be their top inbound marketing strategy for lead generation (Source: State of Inbound)
  36. 59% of B2B marketers consider blogs the most valuable channel to increase their audience (Source: DemandMetric)
  37. 76% of B2B marketers blog often, and 73% publish case studies often (Source: Content Marketing Institute)
  38. 82% of marketers who blog consistently see positive ROI from inbound links and increased rankings in search engines (Source: State of Inbound)
  39. 82% of marketers curate blog content (Source: IMN)
  40. 16% of marketers curate content daily, 48% curate at least once a week (Source: Curata)
  41. Over 50% of marketers that curate content say it has increased brand visibility, thought leadership, SEO and organic traffic (Source: Curata)
  42. 41% of marketers that curate content say it has increased the quality of their lead generation (Source: Curata)
  43. Headline changes have the power to provide a 10% increase in clicks from internet users (Source: MarketingExperiments)
  44. Editing down your headline or title to eight words can result in a 21% CTR increase (Source: CMI)
  45. Negative messaging can result in a 63% click-through rate lift over more positive ones (Source: Outbrain)
  46. 44% of marketers say producing quality blog content is their biggest challenge (Source: Inc)
  47. Nearly 60% of marketers reuse blog content 2-5 times (Source: OzContent)
  48. 24.5% of blogger report getting “strong results” from their blogs (Source: OrbitMedia

I’d Love To Hear Your Feedback On How Your Target Audience Was Discovered!!

Let’s set up a short chat about how you used this info to discover your target and drive your message to your target audience.

 

The Biggest Lies About Instagram Marketing

Here are the biggest lies about Instagram marketing!

Lie #1. Instagram marketing costs you nothing.

The biggest lies about Instagram marketing and Social Media Planning
Click For Larger Image

No. First, you’ll need to create fresh daily content. That equals up to 20-30 posts every month or 1-2 per day.

Second, you will have to plan all that work, and then respond to the comments that roll in.

People think Instagram marketing is “free” because all it takes is time and energy. But your time and energy are valuable, and most business owners are short of time as it is. So, if you make the effort, you want it to be effective!

Lie #2. Followers are the primary goal.

Not if you know what you are doing. The size of your audience on Instagram doesn’t matter if no one is paying attention.

Having Instagram followers is sexy. Large followings make you feel good. But chasing after a large following can distract you from what really matters: engagement.

Instagram Online Engagement and biggest lies about Instagram marketingEngagement is what earns you sales, and shares, and having loyal customers. It leads to that level of interaction that says daily, “I want your product. I love your brand. I want to connect with you.”

In fact, early engagement is particularly important; mainly because a flurry of initial activity indicates to the Instagram algorithm that a post is worth bumping to the top of other users’ feeds, which leads to even more engagement.

Takeaways.

So this biggest lies about Instagram marketing blog post is simply pointing out that the successes you see are based on the amount of effort you put in.

This is no different than any other thing you do in life:

  • Work is work; it takes effort no matter what you do.
  • If you are doing what you love, you are not really working.

Are you looking for a guide to show you how to succeed in your marketing? Let’s chat — book a free, no-obligation consultation here.

Remote Employees — 40 Remote Work Stats to Know in 2020

Yes, remote employees are where the world is heading. Here are 40 Work Stats to Know in 2020. If you are looking to become a remote employee, after doing it for 10+ years, I can be a great resource. Let’s talk.

Remote Employees Workforce Size

  • In the U.S., 4.7 million employees (3.4% of the workforce) work from home at least half the week. (Global Workplace Analytics)
  • Roughly 62% of employees between 22 and 65 say they work remotely at least occasionally, (Owl Labs)
  • 44% of employees say that part of their team is full-time remote. (Buffer)
  • While 30% of people report working remotely full-time, 18% work remotely one to three times per week. (Owl Labs)

Job Types of Remote Workers

  • 18% of executives work remotely more than on-site. (Owl Labs)
  • 35% of remote workers are individual contributors. (Owl Labs)
  • 30% of people report working for a company that’s fully remote. (Buffer)
  • 46% of C-suite members work remotely at least part-time. (Owl Labs)
  • 55% of VPs work remotely at least part-time. (Owl Labs)
  • New employees might work remotely less often at their company. Roughly 75% more on-site workers have worked in their positions for less than a year, (Owl Labs)

Remote Employees Work Growth

  • The amount of people who work remotely at least once per week has grown by 400% since 2010. (GetApp)
  • 42% of employees with a remote work option plan to work remotely more often in the next five years. (Owl Labs)
  • Between 2017 and 2018, telecommuting increased by 22% (FlexJobs)
  • If they could, 99% of people would choose to work remotely, at least part-time, for the rest of their careers. (Buffer)

99% of people would work remotely if given the option

Source

  • More than half of full-time in-office employees want to work remotely. (Owl Labs)
  • 95% of people would encourage their friends or family to work remotely. (Buffer)

Recruiting and Job Retention

  • 72% of talent professionals agree that work flexibility (which includes remote work options) will be very important for the future of HR and recruiting. (LinkedIn)
  • 83% of workers, remote or on-site, say that a remote work opportunity would make them feel happier at their job. (Owl Labs)
  • 40% of people say that a flexible schedule would be the best perk of working remotely. (Buffer)

People enjoy the flexible schedule of working remote

Source

  • 81% of employees say that the option to work remotely would make them more likely to recommend their company to job candidates and prospects. (Owl Labs)
  • 74% of employees say that a remote work option would make them less likely to leave their company. (Owl Labs)

Remote Employees — Productivity and Behaviors

  • 77% of remote employees say they’re more productive when working from home. (CoSo Cloud)
  • 76% prefer to avoid their office completely when they need to concentrate on a project. (Atlassian)
  • 23% of remote workers say they work longer hours than they would on-site. (CoSo Cloud)
  • 53% of remote workers say they’re less likely to take time off than they would be if they worked at their business’s location. (CoSo Cloud)
  • 43% of remote employees take three weeks or less of paid vacation per year. (Buffer)
  • Those with highly complex jobs that require little interaction with stakeholders are more productive when remote than in an office. (Springer)
  • Email is the primary method of communication for remote workers, followed by instant messaging, and video chat. (CoSo Cloud)
  • Although remote work enables employees to work anywhere, 84% of remote employees prefer to work from home. (Buffer)

Earnings and Benefits for Remote Work

  • 74% of remote employees earn less than $100,000 annually. (Owl Labs)
  • Despite the perk of remote work, less than 34% would take a pay cut of 5% to work remote fulltime while just 24% would take a pay cut of 10% for the same option. (Owl Labs)
  • 69% of millennials will trade other benefits for flexible work options including remote work. (IWG)
  • 75% of people say their companies will not compensate for the internet if they work remotely. (Buffer)
  • 30% of remote employees say they save upwards of $5,000 annually without on-site work expenses and work travel. (CoSo Cloud)
  • 71% of companies also do not compensate for the coworking spaces of remote employees. (Buffer)
  • Businesses would save an average of $11,000 annually per half-time telecommuter. (Global Workplace Analytics)

Remote Work Challenges

  • More than half of remote employees say they feel disconnected from in-office employees (CoSo Cloud)
  • 22% of remote workers report that unplugging after work is their biggest challenge. (Buffer)
  • 19% of remote workers report loneliness as their biggest challenge. (Buffer)
  • Despite receiving confidential business data to their remote location regularly, less than half of remote employees say they receive proper internet security training. (GetApp)

This blog was written by Pamela Bump (@PamelaBump) for Hubspot. See her full blog post here.

WordPress Mistakes And How to Fix Them — Part 2

In a continuation from WordPress Mistakes And How to Fix Them — Part 1, where I talked about the things that are the most common WordPress Mistakes, here is part 2 that covers the more advanced issues and fixes. I highly recommend that you hire a competent WordPress developer to address these issues and common WordPress mistakes.

WordPress Mistakes - Resizing ImagesNot resizing images for web upload

The issue: Images are often the culprit to a slow site and you should seriously consider preparing your images for upload by reducing their size. This can be done either by using an editor like Photoshop, or a plugin to resize images so they’re not taking up a huge chunk of space and causing your site to run super slow.

The fix: If you’re working in Photoshop, go to Image -> Image Size. Make sure the resolution is set to 72. You’ll then want to reduce the width of the image if applicable. 2,500 pixels on the wide side is ideal for displaying images as large on the screen—you can decrease this size to around 600 to 1,000 pixels on the wide side for regular site display.

This will reduce the file size drastically, resulting in less bandwidth required to upload images whenever someone visits your client’s site. Always set the resolution to 72 pixels/inch for web upload. If “Resample” is checked, the image’s dimensions will automatically be reduced when you adjust the resolution. Another fix is to use a WordPress plugin that optimizes images for you, like WP Smush.

Adding customizations to a parent theme

The issue: If you’re looking to customize a theme, doing so could result in a whole lot of headache if you modify the theme directly. Changing a theme’s code can create unwanted changes and potentially cause downtime for your site.

The fix: The safest way to edit a theme is with a child theme, which takes the functionality of the parent theme. A child theme allows you to make changes without ruining your original theme’s code, ensuring your modifications aren’t lost. See here for a useful tutorial on creating a child theme.

Failure to use a staging environment

The issue: Say you want to test a theme, plugin, or custom code on your site? It would be unwise to make these changes directly to the live site—you won’t be too happy if your website crashes because you’re tweaking things on the back end.

WordPress Mistakes - Staging Environment

The fix: Before deploying changes to a live site, the best practice is to use a staging environment to test any changes before going public. Quality hosting providers like WP Engine offer free staging environments. Every site hosted on WP Engine has three different environments: development, staging, and production, providing customers with the needed flexibility to build and test new projects. There are also a number of plugins that enable testing environments, or you can set one up yourself from scratch.

Using the default admin username

The issue: This is a BIG no-no since about 2015, so you’ve had 5 years to correct your bad habits. By default, after WordPress is installed the username is “admin,” which is troublesome in terms of security. Hackers can easily guess that name and take control of your website.

The fix: During installation, you’ll be given the opportunity to change the admin name to something unique. If you’re already past the point of installation and need to change your default username, see here for some tips on removing the admin account in WordPress.

Using a weak password is one of the biggest WordPress mistakes

The issue: People usually create a weak password because they don’t want to forget it. However, a good password should be random and complex, not predictable or simple. Remember, the easier your password is for you to remember, the easier it will be for hackers to perform brute-force attacks and guess your password.

WordPress Mistakes - Weak Password

The fix: A strong password should include a minimum of eight characters, an uppercase letter, a lowercase letter, a number, and a special character. Try using a strong password generator if you need help coming up with a hack-proof password. To protect your passwords even further, try enabling two-factor authentication.

To keep track of all passwords, I use Dashlane Online Wallet – Check it out here!

Failing to be selective about who gets admin privileges

The issue: Giving admin rights to just anybody is like giving a kid the keys to your car. It’s extremely important that you don’t give admin rights to the wrong person. You should only give admin rights to site owners and developers who work with the back end of the website.

The fix: To change user roles and permissions, you can use a plugin like a User Role Editor or see here for additional information: User Roles on WordPress.

Accidently blocking search engines

The issue: Certain WordPress settings can impair your site’s ability to be found by search engines. If you’re ready for your site to be found by a larger audience, you’ll want to ensure that a certain box isn’t checked within your Settings to make it SEO-friendly.

The fix: To find out if you’ve made this mistake, look in your WordPress dashboard and go to Settings -> Reading. Make sure the box next to “Discourage search engines from indexing this site” is not checked. When this selection is checked, it suppresses the site’s page-rank, telling search engines not to inspect the site’s content. (You’ll want it checked if your site is still under development).

Using poor/cheap web hosting

The issue: You might want to keep costs low, but choosing a generic
web host to power WordPress site is like buying cheap fuel
for a Ferrari. Your WordPress site represents your business,
your brand, your portfolio, and so on. Poor performance and
downtime reflect poorly on you and your brand and could end
up costing you more money in the long run.

The fix: Find a hosting provider that specializes in building digital
experiences on WordPress. Make sure your provider offers
services for caching, uptime, security, amazing customer
support, and expertise when it comes to building future-proof
WordPress sites. Thousands of brands and agencies rely on
WP Engine’s Digital Experience Platform for WordPress to power
amazing websites for them and their clients. WP Engine also
offers the largest Agency Partner Progam for WordPress, which
means agencies can leverage amazing tools and partnerships to
grow their customer base and delight current clients.

The bottom line to all this is that outside of a custom-coded website, a  WordPress website is an incredible and powerful extensible framework that allows businesses of all sizes to build and manage a website that can serve all their needs. However, if as a business owner you plan on doing this yourself, unless you are a WordPress website developer,  like any business-level solution, you should hire a professional to ensure you are not making the most common WordPress mistakes.

So, if you have a website that is built, or you need full website development Let’s have a no-obligation/no-cost phone chat about your ideas.

WordPress Mistakes And How to Fix Them — Part 1

WordPress Mistakes are all too common. While WordPress has evolved into a massively popular Content Management System (CMS), people still make mistakes when they put it to use—it’s only human. Whether you work at a digital agency that focuses on WordPress projects, or you’re a content creator using WordPress to build world-class content, there may be some missteps you’re making that you’re unaware of.

WordPress Mistakes To Avoid

Installing too many plugins

The issue: Think minimal when it comes to installing plugins. The WordPress repository contains more than 50,000 plugins, which might make you feel like a kid in a candy store and want to try them all. But if you install too many plugins, it’ll cause your site to bloat and run slower than a herd of snails travelling through peanut butter. (Okay…maybe not *that* slow, but you get the gist.)

The fix: Wisely choose the plugins you install, and be sure to uninstall those
not in use. Ask yourself, is this necessary to the functionality of my
client’s site (or my site)? See here for more in-depth tips on how to pick the right WordPress plugins.

Copywriting SEONot optimizing content for SEO

The issue: Publishing a piece of content without putting thought into SEO is simply a missed opportunity. To increase traffic and make sure your content is found by search engines, it’s crucial you prepare your written content and images with SEO in mind.

The fix: Install a WordPress SEO plugin like Yoast (see this beginner’s guide on how to use Yoast). Yoast will up your SEO game by giving you helpful tips on how to make your content more likely to rank on Google.

Neglecting to back-up a site

The issue: Failure to consistently back-up your site(s) is like spending months writing a novel and never hitting “save” on your valued work. Creating a backup of your work is crucial so you don’t lose anything should an outage or other issues occur.

The fix: Some hosting companies like WP Engine provide daily automatic (or on-demand) WordPress backups so you don’t have to worry about doing it yourself. At Cortex, an auto script gets written with all hosting & development packages or you can use a Plugin to do your backups for a recurring fee.

Not changing the default permalink structure

The issue: By default, the permalink structure in WordPress isn’t optimized for SEO. You’ll want to change yours or your clients’ site’s permalink structure to get better article rankings, which is fairly easy to do.

The fix: To change the permalink structure in WordPress, go to Settings
-> Permalinks and select “Post name.” If the site has old content, you’ll then want to redirect old permalinks to the new ones. Yoast has an awesome redirect tool you can use to generate redirects from your old permalink structure to a new one.

Ignoring WordPress core, theme, and plugin updates

Not Updating - WordPress MistakesThe issue: This is one of the most dangerous WordPress mistakes! Running an outdated version of WordPress is like opening the front door of your site to hackers. Plugins, themes, and WordPress sites that aren’t up-to-date present security vulnerabilities—these outdated files are traceable, and basically, let the bad guys in.

The fix: Be sure to keep your client’s plugins, themes, and WordPress core up to date. Within your dashboard, next to “Updates” and “Plugins” there will be a version number that appears in any of your plugins (or WordPress core) that need to be updated.

Certain hosting providers will automatically update WordPress core for your clients’ site(s), making your life easier. there are also plans with sites like WP Engine where they have a Smart Plugin Manager, which takes the hassle out of plugin maintenance by performing plugin updates automatically.

Changing a post’s URL after it’s been published

The issue: It can be tempting to go into an article and change its URL when updating an old blog post or page, but this is something you and your clients should 100% avoid it. By changing the post slug, you break all existing links to that post, and any old links will lose traffic and present a bad user experience, often in the form of a 404 error (page/file not found).

It should be noted that too many 404 errors will also damage your reputation with the search engines.

The fix: Before publishing an article, be certain the post slug is the way you want it. In addition, if you’ve installed Yoast SEO, it’ll give you tips for URL optimization, like removing “stop” words and shortening the post slug.

Not Telling Your Story With An Image is a clear WordPress MistakeUsing bad (or no) visuals

The issue: Images are imperative to holding a reader’s attention within a text-heavy article. Studies show content with visuals gets 94% more views than those without. In addition, the human brain processes visuals 60,000 times faster than text. Therefore, you should include images within your content as deemed appropriate to gain readership.

The fix: If paying for a stock photography membership is out of the question, there are numerous free image options out there. Unsplash.com supplies high-quality, professional imagery, but other options include Flickr.com and more. Just be sure to give attribution to the photographer when required.

To chat about any of these WordPress Mistakes And How to Fix Them, set up a time for a free chat or call me direct at 1- 888-502-3523

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