The Art of Marketing and Advertising Promotion

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It is common knowledge that for a business to prosper it has to be visible and out there to capture audiences as well as raise awareness your service or product benefits.

Undoubtedly, the internet is at the forefront. An open pathway that offers a route that is far less expensive to reach audiences. ‘Offline’ methods complement the online activities.

In order to build loyalty, unique branding is key.

Know the rules. Break the rules and remake the rules.

The main clues of outsmarting elements embezzled in the promotion puzzle for your service or product is to be aware that:

  • 80% of success in anything having a presence.

  • Customers do not buy the products, they buy the solutions that products offer

  • Branding is identification, marketing defines what you do, and is about selling what you do.

Stand out in the industry crowd. Make the marketing leader stand out to be visible and audible above the crowd. Get third party approval. Always keep the WIIFM (what is in it for me) as a driving tool for prosperity.

The very first step is sourcing out the needs of the customer and providing a solution to serve the customer

The next step is identifying prospective customers or clients and markets to build profits.

STRATEGIES: Plan – Execute – Delegate

Learning these strategies and applying them enable the following:

  • Understanding your marketing effectiveness online, as well as offline.

  • Breaking through marketing ‘clutter’

  • Creating  marketing messages that influence behavior of the customer

  • Maximizing marketing dollars

The four main reasons outsourcing works:

Outsourcing work allows you to focus on other business aspects, allowing your brand to expand.

  • It is comparatively a low percentage of investment

  • A method to leverage of existing relationships

  • Increased flexibility on contract-based employment

Devising a Marketing Plan

A marketing plan defines a strategy and targets priorities to reach the key audiences in specified timescales. The marketing plan serves as an invaluable key for opening doors in the whirlwind of the business world and accomplishes goals while keeping track of the fuller picture.

Ultimately, a marketing plan should essentially cover a year, as change with evolving markets and the revolving of customers is eminent. The initial focus should be the year ahead. When devising marketing plan the main challenge is deciding what is possible and how to put it into effect.

At later stages, the focus should be securing your medium-term goals in the coming two to four years.

The marketing plan should be referred to regularly with performance reports monthly. Review the plan from every perspective even if you are a solo operation. Envision yourself in every aspect as a manufacture, finance, personnel, marketing and supply.

Every level needs to be tackled to achieve a marketing plan that is workable. Set realistic input on what is achievable and pathways to reach the goals to unleash all marketing opportunities that remain unrealized.

The Relationship Between the Business Plan and Marketing Plan.

Business plans detail highlights of the business activities and the ultimate goals. It encompasses more than the marketing aspect.

Business plans include:

  • Locations

  • Staffing

  • Strategic alliances

  • Financing .

The marketing and business plan needs consistency.

We all know that plans are imperfect. Predicting 12 months ahead or five years seems like a waste of time and many assume that this time is better spent meeting real customers and fine-tuning the product or service they offer. It may be a valid point, but it is a narrow perspective or point of view. Without planning, you will most likely reach the cliff edge.

Even though plans are inaccurate, it is better to have one, than to have none. You need to vision the planned destination. A marketing plan is about keeping focus in that direction.

Make time to review the marketing regularly:

  1. Does it provide all you aspire to?

  2. Can innovative wrinkles be added?

  3. Are you achieving full benefits from your services or products in markets and sales?

3 “Youtube SEO” Basics That Every Marketer Needs To Know

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When marketers talk about “Search Engine Optimization” (SEO), usually we’re referring to the basic web-based search engines that everyone is familiar with.  SEO experts need to know the ins and outs of ranking content on Google, Bing, Yahoo and the rest.

But there’s another realm of optimization that’s invaluable to boosting web traffic, and little understood by many marketers: Youtube SEO.  While it may sound counterintuitive since the platform only handles video content, Youtube is the second largest search engine in the world behind Google.

Which means that as a digital marketer looking for new places to gain traffic, you need to know the basics of optimizing content published on the internet giant’s domain.  Here’re some Youtube SEO basics to help you unlock this search engine’s huge potential.

1.  Keywords Matter, Bigtime

SEO marketing for platforms like Google starts with good keyword research, and the same rings true for optimizing content based on Youtube’s search algorithms.

Just like building an SEO plan for Google visibility, it’s a great idea to start your research with Google’s proprietary Adwords tool.  Enter a term that’s related to the content of your Youtube video, and you’ll see a long list of related keywords and their relevance to your video.

Once you’ve got a list on Adwords with keywords to choose from that relate to your content, there’re a couple things you should keep in mind when narrowing down your selection for SEO purposes:

  • Choose keywords that are most relevant to your video.  The more closely your keywords describe your content, the better.

  • Look for keywords that have a good number of searches per month.  Mixing in lower competition keywords isn’t a bad idea either, but stay away from keywords with very few searches.

  • Look for keywords that are more than one word long.

Once you’ve selected a list of keywords that you plan on targeting for Youtube optimization, it’s time to put that research into action.

2.  Get Strategic With your Titles and Descriptions

Just like when you’re crafting SEO friendly headlines for Google rankings, it’s important to put some thought into video titles and video descriptions for everything you upload to YouTube.  Luckily, you’ve already completed the first step in your strategic approach by researching relevant keywords.

From the list of keywords you’ve narrowed down, you’ll want to craft a video title that’s about eight words long or less.  Ideally, you want your video title to accomplish the following:

  • Answer a “who,” “what,” “where,” “when,” or “why” question that a member of your target audience might enter into their search bar.

  • Incorporate keywords with a high number of monthly searches, as well as some keywords that are less competitive.

  • Read as simple and to the point.

If you’re having a hard time coming up with good titles, bounce some ideas off of a colleague.  Remember that simplicity is the goal, but incorporating those keywords you researched is essential.

When filling out the “description” section, keep the same principles in mind.  You’ll have a lot more room to work with, and to an extent, long is good.  But just like with your titles, simplicity is key.

Your video descriptions should consist of tight, professional sentences with no spelling mistakes.  Include as many keywords as you can naturally, and you’re on your way to mastering Youtube SEO.

3.  Use Tags That Are Already Working for the Competition

Tags are incredibly important in ranking Youtube content, and there’s an easy way to borrow tags from other videos that are already optimized for the platform.  Here’re 4 steps to getting ahead of the competition by using their own keywords against them:

  1. Enter your content’s targeted keywords in Youtube’s search bar and note the top three video results.

  2. Visit each of the videos.  On the video page, press “Ctrl + u” to bring up the source code for the page.

  3. Press “Ctrl + f” to start a search, and search for “keywords.” You’ll see a list of tags, separated by commas.

  4. Copy and past those tags into your own video’s “tags” section, making sure terms are still separated by commas.

You’ll want to include additional tags based around the keywords you’ve selected, but borrowing tags from other successfully optimized content is a great place to start.  Doing so will increase the chances that your video is listed as “related content,” and will also place your content higher in Youtube’s search results.

The Bottom Line?

There’s a lot to learn about Youtube SEO, and it’s best to think of the platform as its own search engine with its own nuances to master.  But every digital marketer needs to have a basic understanding of how optimization on Youtube works, and the three fundamentals above will point you in the right direction to rank your content and see your traffic soar.


The Hidden Marketing Power In Blog Posts You Aren’t Using

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Posting links to your latest blog posts on social media is a great way to promote your posts. But that’s where most bloggers stop. Some may go the extra mile and duplicate the post a few weeks later, trying to squeeze a little more promotional juice from the post. But there is a far more effective way to continually promote your latest blog post.

It’s All In How You Word It

Creating a colorful post that’s filled with engaging wording, great looking images and follows SEO best practices should be your baseline. Meaning, this should be the least every post has. To get the most out of your posts when it comes time to promote, make sure you have memorable wording sprinkled throughout. For example:

  • A great related quote
  • Valuable reference with a link to the source
  • Pithy statement that sums up an important topic

Once you’re ready, it’s fine to post the blog title along with its link to your social media accounts. This gets the promotion ball rolling.

Using the structure above, you now have literally several more unique social media posts for the same blog post. For each, just switch out the title for any of the memorable group of words and add the link. You can probably create a social media post for every other day until the end of the month.

There Are Plenty Of Pros Who Can Help With Marketing

Want to get even more out of your post and have big names help out? Go to some of the most popular posts of influencer bloggers in your niche. Grab a group of memorable words from their post and quote it in yours. Somewhere in the quote, link back to the influencer’s post. The stage is now set for a supercharged promotion campaign. Let’s say you have

The stage is now set for a supercharged promotion campaign. Let’s say you have wording from three different influencers. You can post that exact wording into your social media post and tag the influencer’s social media handle so they know. Now sit back and wait for the influencer to

Now sit back and wait for the influencer to repost to their social media accounts. It might not happen every time but you’ll certainly have better chances than not using this tactic at all.

…And The Benefits Keep Coming

Posting snippets from influencer blog posts can start building relationships for you. Don’t stop with only posting their content to social media. It’s always about going the extra mile.

In addition to posting influencer snippets to social media, comment on their blog posts so they will see your name there also. Feel free to even email them if you have something valuable to say about their content or to share.

All Of This From One Little Blog Post

That’s right. All of this started from the right structuring of one blog post. Now that you know how to do it for future posts, you can go back and rewrite some of your older posts. You don’t have to worry about a complete rewrite. Where you can, add in valuable snippets of wording and links to other bloggers.

Hope that helps in getting your name out there more. You can see there isn’t really any magic to it. Just a little elbow grease and imagination.

Out of Blog Post Ideas? Try These 4 Unusual Hacks

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It’s no secret that great blog content is a lynchpin of inbound marketing, and today, almost every business has a blog that they update regularly.

But when you’re putting out epic content on a regular basis for a long period of time, you can run into a problem: you’ve already used up all of your best ideas.

Between keyword research and your own real world experience, you started off with tons of fruitful blog post ideas. But eventually, you’ll find yourself running through the cream of the crop.

This is more of a problem in some industries than others. It’s something you run into with a lot of “unsexy” service industries, like moving companies or HVAC repair services. When you’ve already covered the obvious topics with engaging, SEO friendly blog posts that cover things in detail, you can hit a bit of a dead end.

If you’re hard up for new content ideas, these simple “hacks” can help you refuel your creativity and spark a “lightbulb moment” that gets the ball rolling again.

1. Check out what comes up on BuzzSumo.

BuzzSumo is an online service that shows you the top performing content for various search queries. It gives you a peek at what kind of content your competitors are putting out, and at what kind of content gets the most engagement and social shares.

You can search for either a topic or a particular domain. As a simple example, here’s what comes up for “digital marketing strategy.”

This shows you what kind of content is doing well in that particular niche. From topics, to target audiences, to headline structure, there’s a lot of information you can glean from BuzzSumo.


This is just a limited selection of what BuzzSumo can offer. Although they have a free 30-day trial, and you can see a few top results for free any time, it is a paid service. However, something like this could be worth the investment.

2. Use a longtail keyword tool like UberSuggest.

There are a handful of great online keyword research tools that are designed to help you find unique, interesting longtail keywords. These are search queries that consist of several words, and that don’t get a super-high search volume. These can be easy to target, without nearly as much competition as broader “head” keywords.

Tools like Ubersuggest are useful for SEO, but they’re also a great way to find new content ideas. There are several tools like this out there, but we’re spotlighting Ubersuggest because it’s one of the best.

Plus, it generates a nifty word cloud for each search, which shows which words tend to occur in the same queries as your main keyword. This can help you pinpoint related ideas and concepts, sparking new ideas for content that your audience would like.

Here’s what comes up for “digital marketing strategy” on Ubersuggest.


This is just the top of the list. UberSuggest found 192 total keywords. But even this tiny snippet from their search results provides some interesting information.

You can see that people search for things like “digital marketing strategy template,” “digital marketing strategy implementation and practice,” and “digital marketing strategy framework.” This suggests that people are looking for actual techniques and substantial, actionable advice that they can implement themselves.

You can also see that people are looking specifically for “digital marketing strategy pdf.” They’re looking for Powerpoint presentations (“ppt”) as well. You could create a whitepaper or ebook about strategy that’s available in PDF format, or create a powerpoint slideshow about it.

We mentioned that Ubersuggest also generates a word cloud. These are actually pretty massive, but here’s a screencap of part of it.

Ubersuggest Wordcloud

Pretty cool to look at, right? And if you look closely, you can find valuable information. You can see words like “newspapers,” “hospitals,” “government,” “schools,” and “hotel.” This implies that people are looking for digital marketing strategies specifically tailored for certain industries.

As an example, you could create a comprehensive longform blog post about digital marketing strategies that work specifically for hotels.

Ubersuggest’s meaty longtail keyword results are full of blog post ideas, based on things your audience is actively searching for. This can be a great way to help yourself brainstorm when your well of creativity starts to run dry.

Other longtail keyword research tools include,, and the humorously named KeywordS*****r.

3. Use “Answer the Public.”

Like Ubersuggest and similar online tools, Answer the Public is a free resource for finding longtail keywords. We’re discussing this separately because Answer the Public takes a unique approach that sets it apart.

This tool focuses on two types of queries: those in the form of a question, and those that contain a preposition. It’s for finding who questions, how questions, why questions, and more. It gives you a glimpse into what kind of questions your audience is asking, which is fertile ground for new post ideas.

Not only does Answer the Public provide a list of results, but it also generates two highly intuitive graphical representations.

One is for queries in the form of a question.

Answer The Public

The other is for queries that contain a preposition.

Answer the Public Tool

Pretty cool, right? These visualizations are easily digestible, showing you what types of questions are common for your query.

Each question can act as a writing prompt, seeding an entire blog post.

4. Check Reddit and Quora to see what kind of questions people are asking.

 Reddit is one of the world’s most widely used social media platforms, with a structure similar to old-school forums. There’s a subreddit for just about anything you can think of, and with a little Googling, you can find active communities relevant to your company’s product or service.

People use subreddits to ask questions and hold discussions. Reddit posts and comments can give you valuable insights into your audience, and you can find questions and concerns you might not have known about before.

Quora is another website that can provide this kind of information. It’s kind of like a higher quality version of Yahoo! Answers (which is still around, but less valuable than Quora or Reddit). People ask all kinds of questions here, and in many cases, they get answers from real experts.

Quora’s also a great opportunity for you to get yourself or your company out there by participating in the community and actively answering questions.

Ideas are out there. All you have to do is find them.

Eventually, we all hit a wall when it comes to good blog post ideas. Once you’ve covered the obvious, you have to get creative. These free resources can all help you spark the ideas you need to take your content marketing strategy to the next level.

How To Be A Better Digital Marketer Using Heatmaps

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As a digital marketer, the most valuable information on your website would be to know what areas your clients click on the most, and why. To know this, you would opt to conduct a survey and have your visitors directly tell you where they are clicking, and why.

But, surveys are not the most appropriate methods of gathering this information, especially because not all your visitors will respond to your questions, or even give accurate information. This is where visual analytics, especially heat maps, come in handy, for a digital marketer.

What Is A Heatmap?

A heat map is a graphical representation of data in a two-dimensional image. Usually, this data will be presented using different colors, which will show different levels of activity on a website.

For example, by observing heat map results, you will understand what parts of your website visitors spend the most time, hence using that information, to informatively decide on where to place your marketing campaigns or social media icons.

Types Of Heatmaps

There are different types of heat maps, each possessing its own visualization technique.

These are:

Eye-Tracking Heatmap

Eye-tracking heatmaps work by showing you exactly where your audience is looking at in your webpage.

To get this information, eye-tracking heatmaps use complex technology and expensive software, making them the most expensive type of heatmaps.

Let’s see in the image below, an eye-tracking heatmap results, for National Cancer Insitute:

Webpage Heatmaps

Mouse-Movement Heatmap (Also Known As Hover Map)

As the name alludes, this tool tells you how many visitors hover over a particular section of the page, showing how users read and navigate through your page. Consequently, this information helps you point out the most interesting and boring areas in your website.
Here is an example of how this feature looks like:

Mouse Movement Heatmap

Source: Staticflickr

The main idea behind hover maps is that people tend to hover where they look at, meaning that there is a strong correlation between mouse-movement heatmaps and eye-tracking heatmaps.

But, is this true?

The truth is, mouse movement heatmaps borrow their technique from eye tracking heatmaps but they are not as accurate. No wonder Peep Laja, calls this tool ‘a poor man’s eye tracking tool’.

Peep is supported by Guy Redwood at Simple Usability, who has a similar belief about mouse tracking as shown in the screenshot below:

Mouse Hover Heat Maps

Screenshot Source: Conversion XL

Now, where is the evidence?

Dr. Anne Aula, Senior User Experience Researcher at Google gave a presentation in 2010, talking about the disappointing facts about mouse tracking heatmaps.

According to her research, it was found out that:

  • Only 6% of people showed some vertical correlation between mouse movement and eye tracking
  • 19% of people showed some horizontal correlation between mouse movement and eye tracking
  • 10% hovered over a link and then continued to read around the page looking at other things.

Clearly, there is a very insignificant relationship between mouse tracking and eye tracking heatmaps.


Do not just rely on mouse-movement heatmaps. Instead, use a combination of heatmaps to get the most accurate data.


This is a very great feature especially when you want to track performance of important buttons such as the CTA button, since it shows you where site visitors are clicking, and presents this info as aggregated click data

Usually, colour intensity and what a shade of colour means, is dependent on the heat map provider.

Scroll Map

These show how far your audience scrolls down a webpage. This information is very important, because you get to know the desired length of content, and what part of the page (top, bottom or centre) you should put important CTA buttons.

In addition to Google guiding you on the length of content, you can use scroll maps to know how much your audience is reading. After which, you can re-strategize on your content length.

Way Forward

Struggling with content marketing or your social media campaigns are not picking up? Fret not, because by using different types of heatmaps, you can decipher why you are getting the desired ROI.  Get a heatmap tool today, and use all scroll maps, clickmaps, hover maps and eye-tracking heatmaps, to become a better digital marketer.

14 Reasons SEO is the Best Local Business Marketing Strategy


Still looking for some insight into how to do SEO the right way?

Join the club. You, and just about every other entrepreneur who isn’t already a pro on the matter, seems to struggle with the dearth of reliable information on how to get SEO tactics to work for them.

This isn’t to say that there is no advice on how SEO is supposed to work out on the ‘net. Quite the opposite. There’s too much advice, and not all of it is stellar. There’s article after article composed confusing, misleading, and downright incorrect tips that will have you chasing your tail until the end of time.

No matter which way you slice it, this is a disheartening state of affairs. Instead of embracing SEO, many are shunning it, turning their backs in favor of less effective methods that they feel aren’t as complicated. A critical error, unfortunately, as a well-developed SEO strategy can translate to big gains for you and your business.

In fact, SEO can be so effective that it don’t even have to employ the most complicated techniques. Even simple SEO, done right, can give you a leg up. All you have to do is be willing to give it a try. Let’s take a look at 14 reasons why SEO is still one of the most transformative steps you can take towards growing your business.

Debunking Some Common Internet Marketing ‘Rules’

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Do a web search for ‘best practice internet marketing’ or something similar and you will be inundated with thousands of articles and blogs on the ‘must dos’. Once you go through about a dozen of them, you’ll notice some common points. However, as many internet marketers have found out the hard way, the fact that these views are widely held does not necessarily make them true. We look at some of these ‘internet marketing rules’ and explain why you should tread carefully.

“You must understand search engine algorithms”

There is no harm in knowing how search engines work. However, focusing on search engine bots can be a major marketing miscalculation. Instead, create content that is appealing to the humans who will read it. It would be a loss to rank highly on search engine results and draw in tons of new eyeballs only for them to be disappointed when they eventually land on your website. Repairing the damage to your website’s reputation may prove costly.

“Focus on search engine rankings”

This ties into the previous point. Ranking high on a particular keyword is great. It should never be your number one marketing objective though. Ultimately, you want a return on investment (ROI) so conversion is what counts most. Remember, a keyword you rank well on may not always be the best fit for your business. More visits to your site will not always translate to a proportionate rise in sales. Marketers sometimes ignore or spend insufficient resources on the long-tail keywords that would be ideal for growing their reach.

“Check analytics data daily”

This would make sense for a large website with probably millions of visitors per month. However, for the majority of sites (which are small or medium-sized), this can not only be an unnecessarily time-wasting task but also potentially misleading. In low visitor traffic environments, using a daily spike to determine what works can lead you down the wrong path. It’s better to schedule analysis for weekly (or even monthly) so you can better pick out broader trends.

“Successful organic search ranking is sufficient”

Think about the ads you most often see on the internet (whether on a specific website, in search results or on social media). A lot of the ads are by some of the biggest brands in the world. They obviously already rank pretty decently on organic search so why are they doing Paid Search (PPC) and Paid Social Media Advertising? Because organic search ranking is never enough. For best marketing results, set aside a budget for paid ads.

“When it comes to social media, focus on Facebook and Twitter”

Facebook is by far the largest social media platform on earth. Twitter has always had a buzz around it and has newfound significance thanks to America’s President Donald J. Trump. Nevertheless, social media is a vast space that goes far beyond just Facebook and Twitter. It all depends on what you are selling and who you are selling to. If you are pressed for resources, find out which platform(s) your target market is likely to be found on. That could be Facebook, Twitter, YouTube, Instagram, LinkedIn, Reddit, Tumblr, Snapchat, Pinterest etc.


Be flexible and keep an open mind. Some of the rules that worked 2 years ago are probably not as effective or relevant today. Do not be afraid to change course when it is apparent that there is a better way to do things.

How to Write Effective Marketing Blog Posts

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There are hundreds, if not thousands, of marketing blogs on the internet. So, how do you make yours one of the best? Creating quality content for a marketing blog might feel daunting at first, but once you whittle it down to a few necessary points, you’ll be writing popular posts in no time.

Why blogging?

Blogging has experienced an enormous surge in popularity over the past ten years and is an important part of content marketing. Blogging can increase popularity, encourage consumer interest and raise revenue growth. It helps bring traffic to your website, build a strong brand name and promote your product.

When used properly, blogging can be an extremely powerful marketing tool. In fact, according to HubSpot, 60% of marketers consider creating good blog content to be their top inbound marketing priority.

The difference between effective and fluffy content

Before you get too excited and run off to write your first blog post, first you must learn the difference between fluffy content and effective content. Fluffy content has no substance. It lacks depth, precision and fact. Fluffy writing sounds vague, and uses nonsense buzzwords to gain search engine results instead of real readers.

Effective content draws the reader in and gives them something to think about. It’s well-researched and supported by facts or figures. For content to be effective, it must focus on a point, and deliver that point clearly.

Writing effective content

How to Write Effective ContentThere are a few key things to consider when you’re planning a blog post.

Format: what is the best way to present your information to readers? An eye-catching title and subheadings are important. No one wants to read a slab of text, so break it up with some images.

Infographics have also become a popular way to display information. Tools like Slideshare and Canva can help even the most artistically-challenged create vibrant visuals.

Audience: think about who will be reading the finished result. Are they going to understand the words and tone you’re using? Avoid using any lingo or jargon.

What information is your audience after? What questions can you answer for them? There’s no point writing a killer blog post if it’s not relevant to your audience.

Research: do your research beforehand. This is one of the most important factors in writing a successful blog post. Research enables you to get a better understanding of your reader.

Without research, you won’t reach them.

Social Media Promotion

Promoting your post

Congratulations, you’ve written an awesome piece of content! Now, you need to get it noticed. This is where social media comes into it. Social media marketing can increase exposure and traffic, provide valuable insight into the marketplace, improve sales and search rankings.

Sharing blog posts through Twitter, Facebook, Instagram, Pinterest and LinkedIn can help gain interest and successfully grow your audience, reaching even the farthest corners of the world. These days, using social media is easy thanks to tools like MeetEdgar, Shareist, Flare and Tweroid.

The Internet might seem like a fickle beast to a budding blogger, but anyone can achieve great success by using simple tips like these.