Rebecca's Blog - Page 12 of 60 - Creative Agency Secrets

Proactive Recession Marketing

31 March, 2020/0 Comments/in Recession /by Rebecca Caroe

3 things you can do today to help your business through this recession.

Build the mailing list
Find where your audience is hanging out (Use Alexa to do site ranks by country)
Display advertising can get rapidly updating messages out.
- Are you open?
- Does mail order work?
- Can you deliver?
- Are there restrictions?
- What’s your substitutes policy?
- Payment options?

How to write a good Covid-19 email

30 March, 2020/0 Comments/in B2B, Digital media, Direct Marketing /by Rebecca Caroe

There are 3 types of message – two are a waste of time and effort.

Focus appropriately.
Give clear messages.
Understand the customer’s point of view.
Be practical.

Help others to stay within the Government’s Level 4 guidelines.

Subscribe to get these short update videos in YouTube or LinkedIn and please pass them to folks who need help.

Crisis Communications Rule of 3

27 March, 2020/0 Comments/in B2B, Email /by Rebecca Caroe

What can brands say to their customers now it’s clear that business as not-normal will continue?
– two content messaging ideas are in the video

3 rules for crisis communications

100% transparency
Write with compassion
Be clear, accurate and concise about tough decisions

Copywriting to shorten marketing messages

26 March, 2020/0 Comments/in B2B, Copywriting /by Rebecca Caroe

Our team brings you the news about our economy that requires intensive investigation, providing an important resource for Kiwis who want to make well-informed financial decisions. Your contribution fuels our capacity to provide independent reporting & analysis, while also keeping our site open for comments & community engagement.

A case study – the client supplied the text at the top.

It was from a popup on their website. But the display required the prospect to scroll to read it all.

I re-wrote the copy into two versions so they did not have the scroll bar appear and also to give a slightly different emphasis on the messaging.

Rewrite copy version 1

Our reputation is built on expert news reporting on the NZ economy. We are an important resource for Kiwis making well-

The chosen version published.

informed financial decisions. By paying to support us, you’re ensuring we continue to be an independent, powerful media site where our analysis and your commentary builds a robust community of interest.

Notes:

Shortening New Zealand to NZ is not my preferred way of writing, but suits this situation.
The focus on expert news is secondary to the informed financial decisions
Strong adjectives and a clear expectation of what the outcome will be

Rewrite copy version 2

We specialise in news about the NZ economy which takes intensive investigation and journalist resource. Our reputation is built on helping Kiwis make well-informed financial decisions. Your support means we can continue independent reporting, expert analysis, and enables moderated commenting on the website.

Notes:

The focus is on the quality of journalism comes first
The reader’s desire for decision-making secondary (at this time of Covid19 – most are reading news pages)
Many like the ability to comment. Many news sites have withdrawn this feature.

Anatomy of a list building campaign

26 March, 2020/0 Comments/in B2C, Case Studies, Email, Marketing ideas /by Rebecca Caroe

We are focused on growing mailing lists as a clear goal during the #Covid19 #lockdown.

Here’s the detail of our campaign so you can copy it for your brand.

Clear goal
Free content
Landing page
Paid content
Podcast
Social promotion and sharing

SEO for online retail

24 March, 2020/0 Comments/in B2B, SEO /by Rebecca Caroe

I’m doing quick updates on daily topics. Let me know what is helpful for you.

Business rules for ERP

A challenge for a retail website selling B2B. Where and how to update SEO – should it be in ERP or should it be on the site? How to set rules?

Which brands are tracking YOU?

13 February, 2020/0 Comments/in Social Media /by Rebecca Caroe

The new “Off-Facebook Activity” tracker launched this week spits out a list of the apps and sites that share your activity with Camp Zuckerberg. The platform can see when you visit a website or open an app, or add an item to your shopping cart, just to name a few examples.

I just did a check on Facebook of all the brands who have set a tracking pixel for my website visits.

526.

Wow. I mean, really – that’s a lot.

These are the most recent brands tracking me with a FB pixel

If you want to check your own, here’s how.

Navigate to your Facebook activity list by clicking background information about “Off Facebook Activity” and on right side “What you Can Do”. There are also informational help tabs.

Where to click to find your off Facebook brand tracking

Sales and marketing CRM alignment

4 February, 2020/1 Comment/in B2B, Data, Sales /by Rebecca Caroe

The old chestnut about “sales-ready leads” versus “marketing qualified leads” never ends – it just mutates like a virus.

I went to a presentation of a sales research project last week and their survey and report were interesting.

If you work in marketing or new business development and are starting to use ABM, take a read – the link is at the bottom.

Results of 2020 sales leader survey

Key 2020 Sales takeaways

Three quarters of survey respondents use a CRM
39% of sales teams are using a different CRM from the rest of the firm
35% monitor website engagement
One thing the sales team thinks they can do better – Business Development

My interpretation of this is:

Absolutely stunning. Why are firms not using a CRM? FFS it’s 2020 folks! Even small firms can afford one.
Why is a CRM not deployed? Are you expecting the sales team to initiate this tech project – because they won’t.
Using a different CRM from the rest of the firm is astonishing. Do the IT department not check why the firm and the sales team are using different software? Siloed data is a giant challenge and this creates and reinforces this problem.
Glad that a third of sales people realise customers go to websites FIRST before contacting sales.
The “wait and see” for disruptive technology reinforces my view of the static nature of sales compared to marketing.
Take the lead, marketing folks, and draw the sales function along with you for the ride to integrating your work.
Business development is the interface between sales and marketing. If this is ONE thing your firm can do better – marketers initiate the project. Sales are gagging for it.
CRM and website marketing are not “disruptive technologies” any more. They are BAU. Get used to it.

Here’s the report – it is on page 10.

Digital Strategy and your Website

20 January, 2020/0 Comments/in Lead Generation, Marketing, Marketing ideas, SEO /by Rebecca Caroe

For all in-house marketing managers, I’m running some training hosted by CCH Learning during February. I first ran this course three years ago and it remains the most popular I’ve ever done with them. Digital Strategy and Your Website.

Update your professional website

Business websites cannot be static “set-and-forget” marketing assets. Recent changes to search and social algorithms affect your business. Learn how to work your website hard so that it pays back the investment to the business, brings in new enquiries and showcases the firm’s expertise and key staff.

This is a practical training webinar which will show you how to test your website’s effectiveness and give you a checklist of what you can do to improve key metrics.

Further, a business website MUST be the central hub for all your marketing activity. It needs close integration with other key marketing technologies which I’ll be teaching on this course.

Invest in your marketing skills

Get yourself onto this course – the investment is a modest NZ$215 + GST and I know you’ll be glad you came.

My reviews from all the courses I have given reflect the client testimonials I get from direct clients.