Our team spends the week reading everything on the internet related to marketing and highlights the best news you need to know about in our weekly email called Fishbowl Friday. Subscribe today and get all the best marketing news sent straight to your inbox in a fun, 5-minute read.
April 5, 2024 This Week's Top Marketing NewsHow to Use Benefits as a Competitive AdvantageIn 1960, Theodore Levitt unveiled a pivotal concept: customers don't buy products for the features but rather for the benefits they bring. This notion, termed "marketing myopia," emphasizes the importance of focusing on customer needs rather than product features. By focusing on the benefits you provide, you accomplish several important things:
There are three primary benefit types:
One technique, "laddering," facilitates understanding customers' underlying motivations by repeatedly asking "why." This method helps uncover deep-seated emotional or symbolic benefits that inform effective marketing strategies. Segmenting markets based on benefit preferences enables you to tailor your messaging within your customer base. Prioritizing segments based on size, growth potential, competitive landscape, and brand alignment streamlines marketing efforts. Understanding your benefits strengthens its identity and can drive business growth. Identify your core benefits and explore avenues to deliver them to more customers through product expansion or strategic partnerships. ​ Understanding and leveraging these benefits distinguishes your business and resonates deeply with your target audience. Focusing on what truly matters to your customers establishes trust and will drive business growth.
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Ready to be the next Global superpower on YouTube? If you are a global brand, you need to think global audience for your videos.
Inclusion marketing could help you punch your ticket to greatness.
Mr. Beast, Cocomelon, and Like Nastya are powerhouses leveraging inclusion marketing to scale on YouTube and other video platforms. For instance, Mr. Beast's multi-language content approach has been pivotal in his rapid ascent.
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​Fish Food: Embrace inclusivity in your content strategy to unlock new avenues of growth and forge impactful relationships in the ever-expanding YouTube landscape. If you are ready to go global with your marketing, don’t forget to include your worldwide audience and how they prefer to watch and view your content - probably in their language - when you post your videos.
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Do you love stats? Search Engine Journal has 35 content marketing stats on Usage, strategy, types of content, creation, distribution, consumption, performance, and challenges. Here are a few to whet your appetite. 97% of marketers succeeded with their content marketing efforts, and 83% of marketers emphasize the importance of quality over quantity when creating content. According to B2B marketers surveyed by CMI, LinkedIn emerged as the most prevalent and effective organic social media distribution channel, with 84% of respondents reporting its success, surpassing other platforms by a significant margin.
Social media is a goldmine for connecting with your target audience on an authentic level, but even with consistent posting and replying, you may not be seeing the social media growth you’d like to see. Here are some great tips you can implement to extend your reach and boost engagement on Facebook. Here are some highlights: post native videos directly to Facebook, optimize your videos & create video playlists, go live, post exclusive content, and interact & engage meaningfully.
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Trying to figure out why your website pages are not ranking on Google can be frustrating. Especially when you see the pages Google is ranking at the top sub-par to the content you have.
Google's product is to deliver the best information it has read (indexed) on the internet to satisfy the search query users key into the search bar. There are a lot of factors that go into the split-second decision-making of its algorithm to generate a search engine results page.
First things first, you need to figure out if the page is not ranking at all (Google doesn't know it exists) versus not ranking well (Google simply does not think it's important).
This is key.
If a page isn’t ranking well, then it speaks to a problem with how Google perceives the content. This means you’ll likely need to optimize it further.
If the page isn’t ranking at all, this could mean that it’s not been seen by Google or Google cannot index it.
This Search Engine Journal article maps out 16 reasons why your web page is not ranking on Google and things you should address.
The reasons are broken down into 3 key areas:
Fish Food: Ultimately, the article advises against hastily attributing ranking issues to algorithm updates and emphasizes the importance of methodical troubleshooting and testing to avoid further drops in rankings. Start with great content your site visitors will find valuable and meticulously monitor the performance of your website pages by following these guidelines. It's a marathon, not a sprint.
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This week's top marketing news.
Our team spends the week reading everything on the internet related to marketing and highlights the best news you need to know about in our weekly email called Fishbowl Friday. Subscribe today and get all the best marketing news sent straight to your inbox in a fun, 5-minute read.
April 26, 2024 This Week's Top Marketing News How to Create a Social Media Calendar to Plan Your Content How about creating a little structure around your life? Like the best sports moms, you need a schedule to get you where you need to be. Enter your social media calendar, which maps out your entire season, err social campaigns. I don’t know about you, but I work best seeing it all plotted out day by day. We prefer a month-at-a-glance calendar, but an Excel sheet works, too. HubSpot rounded...
April 19, 2024 This Week's Top Marketing News Topic Clusters for SEO: What They Are & How to Create Them Google is placing a lot of emphasis on E-E-A-T which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Content that meets these expectations ranks well in the Google algorithm. So, how do you E-E-A-T? By using Topic Clusters. A topic cluster is a group of pages interrelated on your website that link to one another. At the center of the topic cluster is a pillar page...
March 29, 2024 This Week's Top Marketing News How Marketing Integration Boosts Cross-Channel Success Marketing is not that complicated when you get down to the basics. It is simply being the brand the consumer recalls when the time comes to make a purchase. But, if it’s that simple, why does it feel so damn hard? The challenge is cutting through the noise. This is where marketing integration can help you continue to get your message across to target customers. Marketing integration is the act...