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23 timely tips that make generational marketing work 0

Posted on August 31, 2019 by Rob Petersen
generational marketing

Generational Marketing

Generational Marketing takes into consideration groups of people born in the same period of time who share similar life experiences shaped by that particular time period and their marketing preferences.

To know as much as possible about a group of people and their preferences is an advantage to any marketer.

To help you do better marketing, here are 23 timely tips that make generational marketing work.

Generation Z (ages 7-22)

By 2020, Gen Z is expected to account for 40% of all customers. Their buying power is $44 billion and expands to $600 billion including the influence they have on their parents’ spending.” They may be the youngest generation but don’t underestimate their importance.

  1. A personal approach is important when marketing to Generation Z. An IBM and National Retail Federation study found that “Gen Z-ers want to actively share their opinions and co-create with brands.”
  2. If it doesn’t work on mobile, it doesn’t work. 85% of Generation Z cite an easy mobile experience as the most important element of making a purchase. Below is mobile usage by age groups.
  3. Gen Zers like to receive emails from brands, the largest group—31.8%—says they like to hear from brands a couple of times a week. The next largest group—27.5%—says they want to hear from brands once a day. 19.0% say they prefer once a week and 18.4% say once a month.
  4. Include a video to keep Gen Zers engaged. The social platforms Gen Zers use most is YouTube (85% of Gen Zers say they use the platform and 32% say they use YouTube more than any other social media site), followed by Instagram (72% say they use the platform though only 15% say they use it most).
  5. Collaborate. Gen Z crowdsources decisions to buy referencing reviews of friends, strangers, and influencers.
Generational Marketing mobile

Millennial generational marketing (ages 23-38)

Millennials have a lower median income and less disposable income than past generations. They’ve learned how to live well on less. This makes their shopping habits much different from their predecessors.

  1. Millennials won’t be caught without multiple mobile devices. Marketers need to ensure their ads display clearly on all mobile devices.
  2. Remarketing lists for shopping ads (RLSAs) are a good way to go. These ads appear on the pages that consumers have previously browsed. Seeing ads multiple times when they’re actively shopping creates a more personal connection to Millennials.
  3. Millennials have caught on to the idea that most stores will price match, This tactic can win their business.
  4. Social media has the biggest influence on Millennials. 49% of Millennials have been influenced by social media to spend on experiences compared to 44% of Gen Z, 28% of Gen X and 16% of Baby Boomers.
  5. Millennials care companies are committed to the community. 81% of Millennials expect companies to make a public commitment to charitable causes and citizenship. 
  6. Millennials expect a great customer experience. 74% of Millennials report they will switch to a different retailer or brand if they have a negative experience. It is important for companies to focus heavily on making sure their customer is satisfied.

Gen X (ages 39-54)

Generation X is characterized by its strong work ethic, sound decision making, and stability. Even though their age range spans just 15 years, they account for 31% of the total U.S. income, and their income (on average) is higher than the national average as well as the averages for all other generations.

  1. Gen Xers want emails/newsletters from a brand more than any other type of content.
  2. They often feel overlooked by brands and marketers. Make sure to create marketing messages tailored specifically to your Generation X consumers.
  3. Gen Xers are big researchers on the internet. 72% use the Internet to find and research businesses. Give them plenty of information and sure your business’s name, address, and phone number are consistent across the internet.
  4. Women are often the breadwinners for Generation X. About 20% of Generation X men earn less than their wives. So consider targeting women for Generation X.
  5. Gen Xers are nostalgic. Nielsen reports both men and women are drawn to TV commercials that showcase everyday life and real-world situations. Messaging that is rooted, authentic and speaks to important times is a good way to get through to them.
  6. Gen Xers are brand loyal. 50% of Gen Xers are brand loyal. Reward them for their loyalty. It’s likely they will keep coming back.

Baby Boomer generational marketing (ages 55-73)

  1. Baby Boomers prefer more news articles, research reports, and email content.
  2. Computers are still the way to go. 31% use computers to shop online vs 25% for mobile phones. Boomers use laptops and PCs far more often than the younger generations
  3. Boomers take their time. Part of reason they use computers is they don’t take purchasing lightly. Boomers treat a purchase as a commitment and do their due diligence.
  4. Boomers appreciate it when you spell things out. Give them the option to dig into the details if they want.
  5. Search is the channel of choice for their research on businesses and brands. Search engines score higher than watching videos and using social media.
  6. Don’t ignore social media. 82% of Baby Boomers belong to at least one social media site, with Facebook being by far the most popular one.

Do these tips help you with your marketing? Are you interested to learn more about generational marketing?

7 Tips for Replying to Negative Online Reviews [Infographic] 2

Posted on August 04, 2019 by Drew Page
negative online reviews

Negative online reviews

The Internet provides consumers with nearly unlimited options and a direct channel for communication with companies. Love a product’s design and functionality? Write a review on Google. Experience negative custom service at a restaurant? Share it on Yelp. Negative online reviews can be shared too.

Online reviews can make a significant impact on the future of a company given that 89% of consumers read a company’s reply to reviews. Therefore, a business should spend time carefully crafting their reply to both negative and positive reviews. 

Many people consider negative reviews to be inevitable because not one consumer values or experiences a product or service the same. Ignoring consumer reviews online can hurt your brand and cash inflows. Read on for tips for replying to reviews online.

1. Recognize the Problem and Apologize

We’ve all heard the phrase “the customer is always right.” Take that to heart when replying to a negative review. Acknowledge the problem in your response, so the consumer knows you understand and include an apologetic sentence or two. 

Customer complaints can be perceived as ridiculous from a business standpoint, but their feelings are real. De-escalating the situation with an apology is all the consumer wants sometimes.

2. Empathize

At the end of the day, we’re all human. Display your compassion in your reply to a review, so your customers know you care above and beyond the transaction. Put yourself in their shoes and ask how you’d feel in this situation. This can be a good exercise before drafting a response.  Here are 12 authentic ways to get better online reviews.

3. Avoid Disputes Online

An important guideline to replying to negative reviews: it’s not personal. Running a business requires tremendous energy, hardwork and heart. This makes reading a negative review online frustrating for many business owners. 

Avoid defensive replies by taking a moment to breath and calm your emotions. Future customers may be hesitant to purchase your products if they see you’ve argued with past customers. 

4. Give Offline Support Contact Info

More often than not, negative customer reviews involve serious problems. If a customer simply doesn’t like the product, it’s unlikely they’ll spend time blasting their opinion online. Regonzie when a review needs more than a short reply and provide an email or phone number to directly reach someone for help. This proves your company values their business and goes beyond a mediocre “give us a call” page.

5. Implement Steps to Mitigate the Situation

A common step to mitigate a negative review is extending an offer. Some airlines extend offers to upset customers in the form of a discounted flight or free baggage, depending on the severity of a situation. This could win a customer’s respect and business back because it shows your commitment to excellent customer service. Ensure you acknowledge the problem and apologize before giving an offer because this could be perceived as bribery. 

6. Answer the Review with Gratitude

It may sound funny to say “thank you” for a negative review, but gratitude can turn a negative situation into a positive one. Most of the time ending on a positive note is a company’s goal when replying to reviews. Thank your customer for allowing you to solve any internal problems from their rear view. This can make a genuine and lasting impact. 

7. Update Your Reply

Some negative reviews involve a few messages back and forth with a customer. Once you’ve reached a resolution of a customer’s issue, include a status update that reads “resolved” to show future customers you took action. Ultimately, this promotes your customer service capabilities.  

Below is an infographic from Housecall Pro featuring examples and template ideas for you to practice writing your own negative review replies.

Drew is a content marketing specialist from San Diego, where he helps create epic content for companies like Housecall Pro. He loves learning, writing and playing music. When not surfing the web, you can find him actually surfing, in the kitchen or in a book.


12 facts and studies show why website sliders suck 0

Posted on April 21, 2019 by Rob Petersen
website sliders

Website Sliders (a.k.a. carousels)

Website sliders are a web design term used for a slideshow added to a web page. There are considered a staple for many web designers and businesses to create graphic presence and make a bigger statement about their brand.

Many website plugins are now available that make it easier than ever to create sliders and carousels on a website.

But is bigger better? Here are 12 facts and studies that show why website sliders suck.

  1. Only 1% of people actually click on a website slider. Many confuse them for ads.
  2. Of that 1% of people who click, 89% click on the banner in the first position.
  3. Only 22% of Call-To-Action (CTA) clicks are on graphics; 78% are on text and headlines according to a study by KissMetrics. By using a slider or carousel, you’re lowering CTA clicks and conversions.
  4. 23% increase in sales for the website without a carousel in an A/B test that compared the same websites with and without a carousel.
  5. 47% of people expect a website to load in two seconds or less and sliders and carousels slow down the site.
  6. 53% of mobile users abandon mobile websites that take over three seconds to load and website sliders often don’t work well on mobile sites.
  7. Between 0.4 seconds and 5 seconds is the amount of extra time that a slider or carousel can add to your webpage studies have shown.
  8. 0.65% is the Click Through Rate (CTR) or 32 clicks out of 5,000 visits from a survey by Search Engine Land of B2B sites.
  9. No matter how much you brand your slider, if they look like ads (and they almost always do), there’s a high possibility they will be ignored. Eye tracking studies conducted by Neilson Norman Group found as soon as visitors perceived something to be an advertisement they turned their focus away from it.
  10. You take control out of your user’s hands and give it to the slider.
    Image sliders keep rotating, which is not only frustrating, but is terrible for usability according to the folks at UX Movement.
  11. Website sliders push key content down. Google has stated, since 2012, that pushing down content is harmful for SEO. When users search for something and click on a website, they are frustrated when the content is not readily available. Having to scroll past a slider lowers UX and Google may penalize.
  12. Website sliders are vulnerable to hackers. The most common ways that hacker enters websites are through website theme and plug-ins. Since sliders are carousel are often made available as plug-ins, hackers have easier access to a website.

If you’re thinking of using a website slider on your website, you might want to rethink it. Do these facts convince you? Does your business need to create a website that get results?

15 content marketing and SEO similarities simply explained 0

Posted on July 29, 2018 by Rob Petersen

Content marketing and SEO

Content marketing and SEO share the common goal of attracting visitors to a website delivering the right message to the right people at the right time.

Content marketing works through the creation and sharing of interesting materials (such as videos, blogs, and social media posts) that not explicitly promote your brand but stimulate interest in its products or services.

Search Engine Optimization (SEO) increases the quantity and quality of traffic to your website through using relevant keywords, links, titles and meta descriptions that achieve high rankings in search results.

Content marketing costs 62% less than traditional marketing and generates 3X the number of leads. Search Engine Optimization (SEO) increases the quantity and quality of traffic to your website using relevant keywords, links, titles and meta descriptions that achieve high rankings in search results. 51% of all website traffic comes from organic search.

While one seems more creative and the other seems more technical, they have a lot in common and work best together.

Here are 15 content marketing and SEO similarities simply explained.

  1. KEYWORDS: SEO is about researching and finding relevant keywords that can achieve a high rank on a search engine results page. Content marketing is turning those keywords into compelling communication that creates interest, motivate action and achieves results
  2. CONTENT: SEO demands content in the form of articles, copy, words, and keywords. Since content marketing involves the development of useful and relevant content, it can be defined as the practical application of SEO. Strong content truly reigns supreme in SEO.
  3. LINKS (OUTBOUND LINKS): Links connect your website to another website. And that website to the next website. This expands the relevance of your content and helps search engines connect the dots.
  4. BACKLINKS (INBOUND LINKS): Backlinks, from another site to your site, have been the number one ranking signal for a long time and they’re not going away anytime soon. That’s because they demonstrate your authority. This is something that matters the the search engines and your audience. Getting quality backlinks to your website is essential.
  5. INTERNAL LINKS: Internal links connect one page of your website to another. They should also be used for content marketing and SEO because they help lead the consumer on the consumer journey you want. And they  give the search engine a better idea what your site is about.
  6. EARNED MEDIA: Content marketing and SEO are free, natural, organic way to drive traffic. You can’t buy your way into this position.
  7. DURATION: Unlike paid efforts and ads that provide visibility only as long as you spend money on them, the benefit of content marketing and SEO, when pursued with the right strategy and purpose, don’t go away and continue to reap rewards.
  8. CONSISTENCY: Content marketing and SEO require consistency. Fresh, unique and creative content gets rapidly indexed and ranks higher than low-value and repetitive content.
  9. INDEXING: An important component of SEO planning is to know how many search engine pages your website are found or “indexed” on. Obviously, content creation leads to a greater number of web pages.
  10. COMPETITIVE ANALYSIS: When undertaking content marketing and SEO, competitive analysis should occur at the beginning. By understanding what your competitors do, say, offer and rank, you will do a much better job of developing the strongest keywords for your business, unique content, differentiation and your own voice and brand position.
  11. TITLES: Content marketing and SEO rely on good titles ensures a great user experience so the visitor can recognize the information from the page before they actually click on it.
  12. LENGTHAccording to SEMRUSH, pages that rank the highest in Google’s search engine results pages (or SERPs) tend to also have the highest amount of content. The average content length for these top 3 rankings was around 750 words; only 250 words longer than the content down in 20th position.
  13. PAGE LOADING SPEED: A survey by Kissmetrics revealed 40% of shoppers will abandon a website that takes more than three seconds to load; so, if your website doesn’t load quickly enough, you’re simply driving these potential customers straight to your competitors.
  14. DYNAMISM: Activity and progress attract both people and search engines. They are signals to both that something interesting is going on that deserves notice. By publishing content on a regular basis, you are also helping you SEO and visa-versa.
  15. INTEGRATION: Your SEO campaign won’t have the desired effect unless you integrate a proper content marketing strategy into it. Similarly, your content marketing strategy will not yield the desired results if you don’t incorporate an effective SEO plan.

Do these similarities of content marketing and SEO make sense to you? Are you integrating them into your marketing efforts

Do awareness months and days work? 6 best practices 0

Posted on December 18, 2017 by Rob Petersen

awareness months

Awareness months and days continue to grow each year because health awareness continues to grow.

The United States has almost 200 official awareness months and days. And that’s not counting all the unofficial ones. Here is a list of just the major months.

Like a birthday or anniversary, having a time set aside during the calendar year gives some assurance a topic will receive attention. Awareness months are a way for organization to stake a claim and establish “we’re here.”

Do awareness months and days work?

Here are 6 best practices for awareness months and days.

  1. DEFINE SUCCESS: National Breast Cancer Awareness Month raises an estimated $6 billion dollars a year. The ALS Association raised $115 million in one month with the Ice Bucket Challenge and helped scientists discover a new gene tied to ALS. Hearing Awareness Month is for the over 36 million American adults have some degree of hearing loss. The goal is to get them to have their hearing checked at an audiologist. Whatever your vision of success is, make sure you have established goals. And take a strategic approach to how you get there. Is it a big win? Or a series of small victories that add up?
  2. MAKE IT EASY TO PARTICIPATE: October is National Cyber Security Awareness Month from the Department of Homeland Security. They promote weekly education, a slogan (Stop. Think. Connect) and simple ways to participate with 10 best practices. They are: 1) Surf Only on Secure Connection, 2) make smarter passwords, 3) stay up to date on updates, 4) set up authentication, 5) utilize technology, 6) know fact from fiction, 7) don’t open sketchy files, 8) log out of everything, 9) back up information and 10) talk to your family. This are simple way to raise awareness and get involved.
  3. BE EXPLICIT ABOUT ACTIONS: Don’t assume an awareness month is going to create any actions unless you tell people exactly what you expect them to do. One of the reasons the Ice Bucket Challenge was such a success was the ALS Association was very explicit about what they wanted people to do by telling people: How do I participate in the ALS Ice Bucket Challenge?
    1. ACCEPT: Accept the challenge;
    2. RECORD: Take a video of yourself dumping a bucket of ice water over your head to increase awareness of ALS;
    3. UPLOAD: Upload your video to social media, tagging/challenging at least three of your friends;
    4. GIVE: Make a donation to support the ALS community.
  4. SECURE PARTNERS: Long standing awareness months can’t make it without partners. The National Breast Cancer Foundation, for example, actively solicits partners on an on-going basis by letting them know: 1) About NBCF, 2) our programs and 3) how you can help. The latter shows way individuals to corporate partners can get involved
  5. CREATE TOOLKITS: Healthfinder.gov provides toolkits for several National Health Observances. The toolkits provide resources for organizations like schools, healthcare providers, health departments, and more to raise awareness about critical public health issues, like the importance of early detection of breast cancer. Whether you have government resources or you’re doing it on your own, materials that can be given out to educate and instruct are a requirement.
  6. THINK INTO THE FUTURE: Awareness months are created for the long term. They require human capital, financial resources, support for many sources and measurement. As a result, you should be clear about what success looks like and how you apply learning to the next year.

If your organization is up for the task, awareness months can be an important annual addition to business planning. Do these best practices show you how awareness months work?

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