What is the State of Marketing in 2024?

For many marketers and creatives, 2023 was a bit of a “lost year” in terms of growth and productivity.

Speaking anecdotally, many friends and colleagues lamented that the year was leaner than expected, thanks to inflation and the cost of living crisis contributing to lower advertising budgets.

Like Marshall McLuhan says, we speed into the future looking at the rearview mirror. After reviewing Hubspot and Salesforce State of Marketing 2024 reports, here is an overview of what marketing firms are doing in the face of new opportunities - and threats - from artificial intelligence and regulatory sharks circling around third-party data collection and social media such as TikTok.

What is the state of marketing in 2024?

PERSONALISATION IS KING

Sure, content is king - but personalisation is even better. According to Hubspot, “87% of marketers plan to continue or increase their investment in mobile messaging through channels like SMS, Facebook Messenger, and WhatsApp.” That means constant engagement with customers using these channels, powered by Generative AI chatbots. 96% of marketers say personalization leads to repeat business, and 94% say it increases sales.

Their research also shows that it has an over 120x return on investment, on average. Hubspot also found that 55% of businesses predict that by 2024, most people will turn to chatbots over search engines for answers.

According to a Kibo survey, personalising the entire customer experience led to 3x ROI than forgoing personalisation. Salesforce says that 73% of customers expect companies to understand their unique needs and expectations. Of course, this will need an end-to-end strategy at the top and bottom of funnels to implement with any measure of success.

Imperator Email INVICTUS

If personalised messaging through various channels is the king, then email is the Imperator Romanum, the God-Emperor to rule over them all. Salesforce says that 84% of marketers send commercial or engagement messages over email, and Hubspot says that it’s tied for second place in terms of greatest ROI overall ($36 for each $1 spent). It accounts for 80% of all outbound marketing messaging, Salesforce says.

One in three marketers reports using email and 87% plan to maintain or increase their investment in 2024 though email marketers will need to adapt to emerging technologies and trends such as including targeted personalisation, personalised images, directions to the nearest retail outlet, social feeds, and social media links.

Scrollable Video - the seo killer?

We live in the age of the short-form video - Instagram Reels, YouTube Shorts, and TikTok. According to Hubspot, “marketers are doubling down on TikTok, YouTube, and Instagram to address younger audiences going right to social video platforms to search and engage with brands, even more so than search engines.” 50% say they will be using TikTok this year - and hopefully the US Government doesn’t set a dangerous precedent by banning it outright.

Aja Frost, Director of Global Growth at HubSpot says, “use social listening tools to understand which low, medium-, and high-intent questions prospects and customers are asking, then work with the Social Media team to create content answering those questions — or, even more powerfully, enabling brand advocates to answer it for them.”

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C is Not for Cookie - Third-Party Data

As Google seeks to phase-out third-party cookies and data collection, marketers need to walk the privacy versus personalisation tightrope ever more carefully. First-party data collected via opt-in (such as an email list) is the most powerful kind of data - as it directly captures and fuels the personalisation mentioned earlier. That’s not to say a complete view of a customer is a given either: 2021 Gartner® Cross-Functional Customer Data Survey, 14% of organisations achieve a 360-degree view of their customer, and of those 14%, 44% said it’s in a customer data platform.

75% of marketers are still investing in third-party data, 68% say they have managed to fully define their strategy to shift away from gathering this information.

AI is a co-pilot, not autopilot

AI hasn’t led to marketing being automated completely - but it has shown its usefulness in reducing administrative tasks through automation for marketers. Hubspot says marketers are saving three hours per piece of content and two and a half hours per day overall. Interestingly, only 6% say they use Generative AI to write their content for them; 45% says it helps with idea generation and inspiration, and 31% they use it to create outlines. 81% of marketers say that leveraging generative AI enhances their roles.

Salesforce says 68%% of marketers have a fully defined AI strategy, up from 60% in 2021 and 57% in 2020. The top three ways marketing organisations use AI is to automate customer interactions (90%), automate data integration (89%), and personalise the customer journey across channels (88%).

Most marketers say it’s the number one tool for research, with apps like Albus assisting with in-depth and tangential research into various topics. Of course, as AI isn’t perfect, we must always trust but verify.

What’s Next?

With AI speeding up the cycle between marketing and sales, it’s likely that further automation will further blur the distinctions between the two, especially with targeted and opt-in personalisation. Can you argue with an AI generated image of you wearing a dashing pair of sunglasses and is 40% off for your birthday? Only time will tell.

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How To Create a Winning SEO Keyword Strategy For Your Business

Google and search engines are always on the look out to optimise their results for the end user. It’s why they so frequently change their algorithms. In 2018 they “improved” their PageRank and ranking signals algorithm over 3,000 times; in the age where AI is taking over more and more, it could be refining itself in ways we don’t even see.

If your business site has been reigning supreme over Search Engine Results Pages (SERPs) for years, you could find yourself in the unenviable position of being on the wrong side of an algorithm update, losing hard-won rankings and positions.

Having a strong keyword strategy that keeps up with Google and new trends can help your business navigate the wild world of SEO without having to start from square one.

WHAT IS A SEO KEYWORD STRATEGY?

Though it can be confused with keyword research, a keyword strategy goes a step further than mere keyword research. Intuitively, we know what keywords we want to target in searches. If we own a plumbing business, we would type in “plumbers near me” or “gas plumber Melbourne” to Google and grab the first few autocomplete results, incorporating this into our on-page SEO copy.

A keyword strategy goes deeper. Instead of a scattergun approach, an SEO Keyword Strategist would identify the cost/benefit ratio for chasing certain keywords or keyphrases, see what keywords could drive relevant traffic to your site, identify new opportunities, and help structure your content into topic clusters. A strategic approach can also temper expectations around rankings and growth. Highly competitive keywords may be out of reach for many small businesses.

However a laser-focused strategy that also includes less competitive or high-intent keywords could drive more qualified leads to your site. This often means a higher return on investment than looking for raw volume. Many users who end up at your site may be “tyre kicking” and bouncing off without any conversion or interaction. The strategy also needs to consider this aspect of user behaviour.

Benchmarking Performance

At the very least, you should have some kind of analytics set up to gauge what incoming search terms your site is ranking for at any given moment. You should be using Google Analytics or Google Search Console at the minimum.

Signing up for free versions of Ahrefs or SEMRush can give you general overviews of how your site is ranking in terms of keyword authority and positioning among competitors. At the very least, you need to set a baseline from which to work with.

Set SMART Goals

With any strategy, be it crossing the Ardennes or carving out 10% greater market share, it needs an identifiable goal. These should be SMART:

• Specific

• Measurable

• Actionable

• Relevant

• Timely

The specific goal a business could set are improving rankings for a certain topic or keyword cluster to the first page within six months. To use our plumber, this may be “blocked sinks/drains/grease traps” to the first page in that time period. These could be refined into key performance indicators for Top 3 rankings or Top 4-10 rankings, for example. For a list of SEO KPIs every business should track, SEMRush has a great guide here.

Topics - The New SEO Keyword?

As you may be aware, Google uses the E-E-A-T ranking signal to sort relevant pages and display them in Search Engine results. This stands for Experience, Expertise, Authoritativeness, and Trustworthiness. This rings especially true for businesses that trade in “money or your life” sectors such as financial advice or medical treatment. Instead of focusing on individual keywords or phrases, a good SEO keyword strategy will incorporate content and backlinking efforts on becoming trusted expert authorities on topics.

Our plumber may want to target keywords around plumbing, but what other topics are relevant to would-be searchers? How to unclog drains can also relate to general home maintenance; the latter of which could be a topic cluster. The high-level topic then informs what other secondary keywords you could be targeting underneath to support your strategy.

Creating topic pages also feeds into any good SEO content strategy, which also comprises how you lay out your pages and sitemap. Certain pillar pages may contain basic information on a given topic (plumbing maintenance) and supporting pages with their own topics (how to stop drains from running slowly) which you can then link to.

Remember: this topical content need not be written: it could be video content, podcasts, interactives, and social media content.

Keyword Difficulty vs. Payoff

Every keyword has metrics that you need to look at such as search volume and keyword difficulty. Search volume shows how often a search is run (usually a rough estimate) and keyword difficulty is the probability of entering the “race” for ranking high and actually pulling it off.

Sites or pages with high domain authority, referring domains, and page authority are harder to knock off the perch than lower-hanging fruit. The higher the difficulty, the better or more relevant your content has to become, which can take a lot of time and effort (and even then, it may not pay off.)

You will have to evaluate how much effort you wish to funnel into certain keywords or perhaps look for “easy target” keywords that you can target for quick and easy wins. (which Backlinko goes into detail with here.) How you prioritise high difficulty vs. low difficulty keywords or topics is a matter for your business - but the strategy itself should give you insights into what will work best to achieve your ultimate goal.

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SEO KEYWORD STRATEGY IS ALSO Content Strategy

Your topics and keywords will be centered around content - but your keywords for content shouldn’t be placed “just anywhere.” They too should be laid out in a strategic way.

A strategic approach must include direction for topics, blog or page posting frequency, and where a potential customer could potentially enter your sales funnel when searching for that keyword or phrase.

The top-of-the-funnel often sends larger traffic levels with a lower intent to purchase or convert, whereas the bottom-of-the-funnel typically sends lower traffic volumes with a higher intent. Though you may have less traffic coming through at the bottom-of-the-funnel, the payoff is much higher than if you simply ignored that keyword completely.

Tracking and Refinement

It’s vital that you conduct regular tracking and reporting on progress towards your goals.

Plans can change and the methods you employ to can and might shift halfway through. That's normal, and it's frequently what distinguishes a good plan from a great strategy. 

Checking in on your KPIs at least monthly ensures that you are constantly aware of how near you are to meeting your objectives, that you can communicate updates with other stakeholders and that you have confidence that things are heading in the right direction and that your SEO Keyword Strategy is set up for success.

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The Power of Professional Copywriting Services for Australian Businesses

Though business comes and goes in cycles, the power of marketing can’t be understated. Digital marketing opens up new avenues for Australian businesses to reach more people and sell their brand not only here, but overseas as well. As part of any digital marketing strategy, a copywriter should be part of your arsenal of persuasion. So why should an Australian business invest in professional copywriting services? What are the advantages of having an Australian copywriter on call or on retainer?

Why Invest in Professional Copywriting Services?

What you say is how you sell. Investing in professional copywriting services is an investment in your overall marketing and communications strategy. Copywriting services can help your business craft a strategy around digital marketing – every piece of content you post will need some kind of copy to help promote your business or sell your product or service.

Greater reach inevitably leads to higher sales volumes or inquiries. These profits can be re-invested into marketing and copywriting to spur on even more growth down the line.

Crafting SEO-Optimised Copy for Better Organic Visibility

Did all those words sound like they meant something? If you aren’t a copywriter or work in digital marketing, they can feel a bit confusing. In simple terms, SEO refers to Search Engine Optimisation. This is the art and science of writing copy or text on websites so search engines (Google for the most part) will rank your page higher than other competing pages with similar or identical information. Google displays pages on their Search Engine Results Page (SERP) in order of relevance. The higher your webpage ranks on the SERP for a chosen keyword, the more likely it will be clicked on.

According to a study of 80 million keywords and billions of searches by Search Engine Journal in 2020, 28.5% of clicks go to the organic (non-paid) result in the 1st position. It’s diminishing returns after that: 2nd gets 15.7%, while 3rd gets 11%. 10th spot gets about 2.5% of the clicks on average.

SEO is an investment in increasing this organic visibility by helping your site and pages climb up SERPs for chosen keywords. This is a long-term strategy for growth, as it decreases reliance on Pay-Per-Click (PPC) advertising and builds your authority as an authoritative and trustworthy source for information on that keyword – and in sales, this is worth its weight in gold.

Leveraging Persuasive Writing Techniques to Drive Conversions

If you’ve ever read SEO copy, it often sounds like text written by robots for other robots. Sometimes keywords will be “stuffed” into places that make even the most grammatically nonchalant wince. From that perspective, it’s done its job: you clicked on the top link, after all. But here’s where it falls apart in terms of conversions. The copy just doesn’t convince anyone to put their faith in your brand. Something drives them away.

SEO leads the horse to water; but persuasive writing on the page gets it to drink.

Copywriting is about balancing on-page SEO as well as using persuasive techniques to get people to perform an action (I write about calls to action in my blog about email marketing here.) It may be to buy a product, sign up for a service, or simply hand over an email address for a mailing list. These techniques may be straight-forward calls to action (Buy Now, While Stocks Last!) or thematic (appeals to reason, appeals to the hip-pocket, etc.)

Australian businesses need copywriters to help them leverage persuasion as part of their communications in order to drive sales and inquiries. This should be the prime motivator in your marketing – the art of the sale. However, without tailoring it to local audiences, it can quickly go awry.

Tailoring Your Copy to Australian Business Needs

If you have ever taken a trip abroad – or perhaps lived abroad – you will quickly notice how culture affects a business’ sales approach. When I lived in Atlanta, Georgia it was not uncommon for salespeople, even in shoe stores, to push products on me when I hadn’t asked for them. Once, when I was at the mall having a browse at one such shoe shop, an enterprising young sales associate noticed I was wearing Converse Chuck Taylors.

A pair of my beloved red Chuck Taylors.

I’d barely crossed the threshold of the entrance and he immediately rushed toward me. He knelt down and started buffing my white toe tips with a special polishing product. Before I could tell him to stop, he was rattling off all these benefits, ending the encounter by telling me his name (presumably so he could get a commission.)

This behaviour would be unthinkable in Australian shops.

Australian business needs are different from overseas needs, which means overseas copywriters that aren’t immersed in our culture will find it difficult to replicate or cater to our approach. The “hard sell” is often seen as sketchy or “suss” (we had purchase over that word before Among Us, thank you!)

Copywriting services in Australia require a flexibility and versatility of prose to tailor certain tones of voice and style to their audiences. Corporate businesses will use highly abstract and academic style language, while small businesses may use more persuasive or colloquial language – good Aussie copywriters can deftly sprinkle in some Aussie vernacular as well.

If your copy reads as if it was written by a foreigner, it will come across as inauthentic – which can lead to high bounce rates and poor conversions, even if your SEO is on point. (I mean, ridgy-didge.)

Choosing the Right Copywriting Service Provider

Not all copywriters are created equal – some are more creative while others are more technical (read my post about the differences between them here.) You should choose a copywriter that can understand your business and effectively sell the idea and the tangible result to as many potential customers as possible. They need to connect you to your audience and help clarify your message. Your business may want to choose a copywriter with a particular niche; though hiring generalists (such as myself) may open the door for new and creative opportunities for marketing that your competitors may not have thought of before, differentiating yourself from the pack.

Ultimately, they need to be a part of your team and need to gel with your overall business methods and processes. Unfortunately, not every copywriter will be a good fit; nor will every copywriter want to work with your company for any number of reasons. Make sure to research different copywriters and get to know them as if they were a potential employee; you could build a fruitful partnership that lasts decades!

A copywriter who knows their SEO stuff, is persuasive to a fault, and works well with your company can unleash a wave of powerful marketing on your potential customers!

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What is Digital Marketing In 2022?

Digital marketing - we’ve all likely heard the term being bandied about in boardrooms and offices - but what is it really? Marketing is the process and art of identifying and satisfying customer needs through mass communication. Marketing has been aided by digital means since the 1960s, with mainframes crunching demographic numbers for advertising agencies. However digital marketing refers to marketing purely using media driven by digital means - the World Wide Web, hand-held computing, electronic billboards, and so on. Now that our culture is digital, our marketing is also digital. This gives marketing greater speed, accuracy, and channels to promote products and services than ever before.

Digital Marketing vs. Traditional Marketing

The biggest difference between “traditional” marketing and digital marketing is that digital marketing is often bi-directional - audiences can “talk back” to brands and companies. This can be a blessing and a curse for digital marketers, who can use the data to refine their product or service; but also means managing negative feedback and how that can effect community and sales. So what is digital marketing in 2022?

Digital Marketing Channels

Digital marketing companies will often tout they are “channel agnostic” or “omni-channel” - meaning they employ as many media (that is, carriers of messages) as possible. Digital marketing channels need not be discrete: they often overlap and complement one another. For example, let’s take a look at the web and Search Engine Optimisation first.

Search Engine Optimisation

If you are a business and have a website, the aim is to have it shown to as many people as possible to gain as much traffic and sales as possible. This is achieved by Search Engine Optimisation, as I’ve discussed in detail here. This means organising or curating your content to match what people are searching for on Search Engines so it ranks higher in relevance and above your competitors in search engine results. This organic, or non-paid traffic, means a higher return on investment over time than paying for leads or sales over and over again.

Pay Per Click Advertising

Pay Per Click (PPC) advertising has been around a long time (in computer terms) with the first ever PPC ad bought by a Silicon Valley law firm on the now defunct Global Network Navigator site as far back as September 1993.

As I wrote on my blog Crushtor.net,

“Advertising alongside search engine results pages (SERPs) became the standard in October of 2000, when Google launched its AdWords service. Companies and brands would pay for sponsored links that appear at the top of search results, bidding for the top spot using automated algorithms. When a browser clicked on the ad, the company paid for the privilege – what’s known as a “Pay Per Click” advertisement.”

By most accounts, a business can expect to earn $2 in revenue for each $1 they spend on PPC. This is further refined by using data to pinpoint where ad spend (i.e. higher quality keywords, remarketing, demographic shifts, etc.) should go to receive the maximum return on investment.

Social Media

Social media such as Twitter, Facebook, and Instagram are “no brainer” digital marketing platforms. Billions of people combined use social media every day, and deploying advertising and marketing through these channels is the reason why these channels exist in the first place. However, it also gives brands and companies opportunities to talk directly to consumers and hear their concerns - as well as the added challenge of responding to negative feedback. Social media marketing comprises Pay Per Click advertising, organic community management, and content strategy or curation.

Content Strategy

Content strategy, as I’ve outlined here, is a part of digital marketing in terms of reaching customers or audiences using text, video, moving images, audio, and other multimedia. The more strategic content a brand or company can leverage, the more it flows into SEO, social media, and other aspects of digital marketing.

Email Marketing (eDM)

Email marketing or electronic Direct Mail (eDM) is a powerful tool in a digital marketer’s arsenal, allowing marketing communications to be sent to willing customers (as almost all jurisdictions forbid unsolicited eDMs - aka spam.) These customers opt-in to mailing lists to recieve special offers, tips or tricks, or affiliate offers. Sort of like my fantastic eDM, which you should definitely sign up for!

Native Advertising

Native advertising is a story or piece that’s published to a blog or online news site that’s supposed to look like normal, unbranded content - but in fact is an advertisement for a product or service. This may be disclosed as “in partnership with” or “promotional consideration by.”

Videos and Podcasting

Producing video or podcast content is fast becoming a new avenue for digital marketing, as it too is a space where digital marketers can either buy up time in various (and hopefully popular) video/podcasts for impressions or launch a video or podcast series that directly markets to consumers on their own. This has some overlap with influencer marketing.

Affiliate or Influencer Marketing

One of the more recent developments in digital marketing is using affiliates or influencers - people with a substantial following on social media - to promote products or services. This could appear as native advertising - e.g. sending your new prototype watch to a watch review channel on YouTube (my favourites being The Urban Gentry and Just One More Watch) or paid advertising such as sponsored posts. Affiliates get a commission for each sale they make, usually through partner programs as run by Amazon.

Using Data Driven Marketing

One of the major differences between digital and traditional marketing is the data this type of marketing generates. Clicks, page views, bounce rates, interaction rates, demographic information - is all harvested through various applications such as Google Analytics, Google Search Consoles, or Customer Relationship Management software (CRM.) This helps marketers identify incoming search terms, what people are looking for and tailoring content to fit, and market to specific niche segments, e.g. 18-24 year old men who enjoy watching football and eating chocolate ice-cream (yes, it can get that granular!)

Does my business need Digital Marketing?

In short: yes. If you want to reach customers, create a community, and sell to a wider audience, your business absolutely must employ some measure of digital marketing. “Building it and the audience will come” is relying on hope and prayer to ensure business success. Holistic and sustained digital marketing campaigns help your business not only survive in the online marketplace, but thrive and grow into the long term.

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Do you need help with your digital marketing and copywriting in Melbourne? Contact me today!

How To Write A Content Strategy For 2022

In business, you have to have a plan. Because in business, we all have goals to hit. Writing content for your website should also have plan – and a goal. When it comes to content, you should be strategic about it. Having a long-term plan informed by real intelligence which exists to achieve a chosen objective doesn’t just work for armies and business, it works for your marketing. Though some people feel that marketing and content writing is a creative endeavour, the framework that your content sits on must have some kind of strategic direction.

So how do you write a content strategy, even if you’ve never written one before in 2022?

Start With The Broad View – Why Are We Making Content?

A strategy needs a broad goal: do I want to increase page views? Do I want to expand my social media following? Do I want to sell more products? What is the point of my content, and how – in an ideal sense – will my content get me to where my business going?

What Your Content Needs to Achieve

Your content should be linked to a goal – a SMART goal, or a Specific, Measurable, Achievable, Realistic, and Time-Limited goal. This could be summed up in a sentence or a statement: “To become the premier resource on novelty straws within five years.” Then the objectives sit underneath that – “To gain 100,000 page views for my novelty straw content within three months,” or “Rank on the first page of Google for ‘novelty straws’ by the end of 2023.” If you need help setting marketing goals, Neil Patel has some great quotes about goal setting by some leading marketing experts on his site.

Knowing Your Audience

Your content in part will be informed by your audience. Your audience is almost like a persona or character you’re pitching to – 25–34-year-old women who enjoy socialising – and naming that persona “Social Butterfly Jane.” You can determine where they are hanging out online and what other content they consume through analytics.

Using that data, you can establish a voice or tone that is authentically matched to that persona. To that end, you can read similar websites, looking for affinities with similar products or services, or doing boots-on-the-ground market research: your content has to engage your audience specifically lest you risk turning them off. When making content, just like in fiction when fleshing out character, you need to ask: “Would Jane actually enjoy this?”

Creating a Style Guide

A style guide is a must, especially if many hands are involved in the content writing project. This ensures brand consistency across all your media. This includes style such as whether you spell out numbers from one to ten; but also tone and certain words that your brand will use (or never use) as part of meeting the expectations of your audience.

Choosing Your Content Channels

This is the next part you need to weigh up – which apps is your persona or audience spending most of their attention? If you are a fast-moving consumer goods (FMCG) company, a visual medium such as Instagram or Facebook works best. If you are a B2B rope company (my favourite analogy ever) then LinkedIn and EDMs would probably make more sense. Don’t just create content and shoehorn it into media and expect people to love it – tailor it for the personas you are trying to target.

Whilst the online/digital world being a dominant force in marketing and advertising, it’s good to be aware of how important print media still is too. A printing service is a good option to oursource when it comes to driving the effectiveness of your print media campaigns. Whether it’s flyering on the street or posting literature through the mail, the right supplier is key to have working with your business.

Setting Up Data Collection

At this stage, you need to set up data collection and analytics. This may be Facebook Business Suite, Google Analytics, Google Search Console, and other data gathering tools. This will enable you to do keyword research, find when your most traffic is active, and other drilldowns such as already popular content. This will help you re-evaluate your strategy later on.

Intent and Creative Planning

Strategy is a byword for planning in advance to achieve a goal later. At this stage, you should have an overall plan of “attack” for your content strategy – how often you will post, where, and at what time. You should also have themes for your content – brand awareness, product highlights, community stories, insights & tips, “hard sales,” etc. This is dependent on your personas, message, and brand voice. Splitting your posts up into themes help you determine what kind of posts work best.

Generating Ideas

Staring at a blank piece of paper is far more daunting than having a topic to write about. Creativity happens within limitation – and idea generation should have the same sort of parameters. The strategy you’ve created for yourself so far should inform your ideas. What do people need to know? What will be high impact and high performance? If you’re really stuck, you can use idea generation software such as Blog About by Impact – it spits out ideas which you can run with or modify as you see fit.

Set Up a Workflow

If you’re a small business and tight on time, you need to set up a workflow from start to finish – who will come up with the creative? Who will write the copy? Who’s responsibility is it to program or schedule the posts? Make sure you delineate each task and give clear direction over who does what – it prevents “too many cooks” and also saves a lot of time and angst. Using a workflow tracking tool like Teams, Monday, or Asana can also help smooth out any potential hang-ups.

Re-Evaluate Your Content Strategy

After about three months, you need to reconvene your team and look at the data you’ve collected. What’s working? What isn’t? Are the people looking at the content still in the persona we created, or do we need to pivot? Are they clamouring for longer form content, or are they enjoying videos more? A content strategy should be a living, breathing document and process – and continuous improvement means a better return on investment!

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