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How to Harness the Full Power of Audio for TikTok Ads


A study revealed that TikTok is the only social network where ads with sound generate significant lifts in purchase intent and brand favorability.

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TikTok is a fast-growing platform for many reasons, and one of them is how it’s redefining the way people use audio on social networks. Creators can choose from several sounds to complement creatives, making it easier to create and share content.

That feature has been the prime strategic growth tool that has propelled TikTok to become one of the most popular social networks worldwide  and it’s available to businesses. Practically any organization that takes the time necessary to effectively understand and use TikTok audio will increase its growth potential.

Understanding audio on TikTok

TikTok puts audio at the forefront rather than treating it as an afterthought. Audio is the trigger point  most creators seek sounds on TikTok first, then make content fit. That’s because TikTok users can use sound to discover content. As a result, the right sound can significantly improve discoverability, but that’s not all.

According to research by TikTok, 73% of users pay attention to ads with audio, and 88% say sound is an essential part of the TikTok experience. The study also revealed that TikTok is the only social network where ads with sound generate significant lifts in purchase intent and brand favorability.

TikTok sounds are critical if you want your ads to perform. They will undoubtedly help push your brand message to the target audience.

Related: TikTok Is Already the Most Downloaded App in the World, According to Nikkei

Avoiding copyright infringements

Copyright laws generally protect music, so before someone uses a sound, the creators must provide permission. Using sounds that your brand has no permission to use can lead to costly lawsuits. Plus, if you upload too many protected audio or other material, TikTok can shut down your account.

To stay out of trouble, you’ll need to stick with TikTok’s music library. Everything in the library is royalty-free and usable for commercial purposes. However, the foolproof way to avoid potential copyright infringement is to use original sounds.

Enter sonic branding

Companies are not limited to whatever TikTok has in its music library  brands and creators can create and upload original audio, which is an excellent opportunity to explore sonic branding. That refers to the sounds associated with a brand.

Sounds can convey a brand’s personality, tone and identity, much like colors, logo, fonts, etc. Here are some examples:

  • The default ringtone on the iPhone and Android smartphones.

  • The Intel Inside jingle.

  • The Xbox 360 and PlayStation system startup sounds.

  • The McDonald jingle (“Parapapapa, I’m lovin’ it”).

  • The default startup music in Windows 10.

Organizations that have established sonic branding will always use similar sounding tracks throughout all marketing campaigns. Establishing and using original sounds consistently throughout your TikTok campaigns can help consumers remember your brand.

Tips for creating effective TikTok ads

The things that make TikTok user-generated videos great also make TikTok ads effective  your business will benefit from any video that’s entertaining and relatable and has viral potential.

Here are some excellent tips:

  • Choose trending audio. If you haven’t established sonic branding, consider using trending music. That should help your ad get discovered. For example, on TikTok, curious users and other creators will often tap the music icon to find other videos that use the same sound.

  • Use hashtags. Without hashtags, it’s going to be tough getting your ad in front of the right audience. TikTok’s algorithm does an excellent job at predicting the kind of content users will love, and it uses hashtags as part of the process. 

  • Participate in viral activities. You can tastefully participate in viral activities, such as dance challenges to increase discoverability. For example, Dr. Phil participated in the #dreamschallenge.

  • Consider doing tutorials. Creating tutorials is a great way to interact on TikTok. For example, a movie producer can develop tutorials that teach people to make certain illusions or effects. Just keep in mind that TikTok has a limit of three minutes for videos. Therefore, your copy should be brief and concise.

  • Collaborations. Consider collaborating with other creators. It’s a great way to tap into the audience of other TikTokers and gain some exposure.

Related: Add Captions to Your TikTok and Instagram Videos and Gain More Reach

We’ve been discussing audio a lot, but visual is just as crucial. So ensure you’re posting high-quality videos that can make your brand shine and stand out from competitors. Potential customers should hear and see you for the best results with your TikTok ads. Have fun.


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How to research my market online?


The advantages of researching your clients on the Web are many and the costs are lower. Find out how to do it.

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This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

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If what you need is to know more about your client or to ensure the success of a new product or service, you can opt for an online market research . Its advantages are many: it is no longer necessary to hire personnel to apply questionnaires and process information, project times are shortened and its cost is significantly lower.

How does it work? Through companies that provide this service through websites. And that for a specific fee or an annual fee allow access to a series of tools to prepare surveys, send them to a database (with emails) and obtain an analysis of the responses obtained.

This system is ideal for small and medium-sized businesses, which generally have low marketing budgets and for traditional market research.

This type of analysis is generally commissioned to a study or consultant, but you can also do it yourself with the following techniques:

  • In-depth expert interviews to learn about the most important aspects of the industry.
  • Focus groups to know the perception of potential customers regarding a new product or service.
  • Surveys that reveal the purchasing disposition of potential customers.

Once you have the results, you can:

  • Generate research hypotheses that can be tested quantitatively.
  • Generate useful information for the preparation of surveys.
  • Evaluate new products.
  • Generate innovative ideas regarding existing products.
  • Interpret previously obtained quantitative results.
  • Know and understand different emotional reactions towards brands.

When you have all the information obtained from your quantitative research, it will be useful for estimating demand and projection of financial statements, so you can present the information in bar graphs, foot graphs or histograms.

It is important that you highlight the objectives of the research or survey, because the results should answer each of the questions that were initially posed in the market survey and will be the basis for a more accurate decision-making.

The objectives, methodology and results of the market survey can be presented as an annex to the business plan .

Do it yourself

1. Design. Keep in mind that before preparing the survey you need to define the objective of the research, what information you need to obtain and who is the target audience. For this, the predesigned probes offered by the portals are very useful.

2. Send. Surveys reach consumers via email and their responses are received on the same site and in real time.

3. Analyze. As these are mainly quantitative studies, these pages allow the respondents’ responses to be displayed in graphs. With this statistical information, you will be able to make a more detailed analysis of your current clients or your potential market.


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Burger King transforms a hamburger into a video game controller


On the occasion of Gamer’s Day, the company joined the celebrations in this original way.

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For video game lovers there is also a special day dedicated to celebrating them, on August 29. To do this, many companies launched special products or small winks, merging their company’s turn with the gamer culture. This is the case of Burger King that transformed a hamburger into a game control.

This week Burger King introduced Burger Joystick , a controller was created from a Whopper (the iconic fast food hamburger) with potatoes. Without a doubt one of the most creative tributes.

Does the hamburger control work? Surprisingly yes. According to the Merca portal, Burger King used Makey-Makey technology, a plate similar to those used by any traditional video game controller, but with a particularity: the crocodile clips, which allow closing the circuit that executes the commands.

In fact, this type of plate has become very popular because people take almost any object and transform it into serving products. It’s basically what a Mr. Potato Head would be like in real life. Sadly, Burger King didn’t share the controller in action, meaning they didn’t show us how the Burger Joystick works. However, the promotional image contains instructions for playing.

  1. Place the items in the spaces indicated.
  2. See attached video tutorial to make the connections in a correct way.
  3. Enjoy playing like when you were a child.


If you can’t resist the temptation to eat your joystick, then GAME OVER.

1630098669 Burger JoystickImage: Burger King

Perhaps the mere Gamer’s Day will surprise us even more.

According to data from The Competitive Intelligence Unit (CIU), the number of gamers in Mexico increased due to the pandemic, with a total of 72.3 billion. In addition, it says that 57.4% of the Mexican population considers itself a gamer.


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Microsoft and Facebook sign alliance in favor of Mexican SMEs


The companies will provide free training courses that have the potential to reach the more than 28 million people who are part of the Microsoft and Facebook for Business communities.

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Microsoft and Facebook announced a collaboration in Mexico to continue promoting the country’s micro, small and medium-sized enterprises (MiPymes) through resources and training in both technological productivity and Digital Marketing.

Aware that these represent an important part of financial well-being in Mexico by making up more than 95% of the country’s companies, being responsible for more than 50% of GDP and generating more than 65% of jobs, both companies initiate this collaboration – the first of its kind in the world – with the intention of strengthening its actions for the benefit of this sector.

As a first activity, on September 24 , Facebook will offer a free Digital Marketing course, on the Microsoft Facebook Page , so that entrepreneurs from all over the country know how to establish their digital presence and take advantage of the opportunities offered by digital platforms. Among the topics that will be covered are: best practices when opening a Facebook Page, content creation and use of conversational tools such as Messenger’s automatic responses.

Likewise, Microsoft will offer a workshop on basic tools and productivity to run a business. This course will air on the Business Facebook Page on October 8. Business owners will be able to learn how to get the most out of it and collaborate in real time with technology. Microsoft will make the productivity applications that are most useful for their businesses available to MSMEs, at no cost for 30 days.

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Impact more than 28 million people

The courses have the potential to reach the more than 28 million people who are part of the Microsoft and Facebook for Business communities. In addition, any interested party will be able to consult these workshops later on the pages of both companies, since they will be stored and will be freely accessible.

“Supporting these companies is essential for Mexico’s economic recovery. That is why we constantly work to facilitate access to the tools and opportunities of the digital ecosystem. This unprecedented collaboration with Microsoft allows us to open efficient and useful spaces for the development of key skills for the management of companies and the diversification of their business models, ”said Marco Casarin, CEO of Facebook Mexico.

“In our mission to empower each person and each organization on the planet to do more, we identified the urgency of a plan to support the development of SMEs in Mexico, with the aim of helping them react, recover and reimagine their businesses in the digital economy. This is where Pymes Digitales were born and I am sure that through this alliance with Facebook we will promote the different businesses in their growth and digitization ”, commented Enrique Perezyera, CEO of Microsoft Mexico.

The collaboration integrates the experience of both companies and offers Mexican MSMEs new knowledge to take advantage of the tools that every day help millions of businesses around the world to reach new clients, continue to grow, hire staff and develop their local economies.

For more information and resources, female and male entrepreneurs can visit Microsoft’s Pymes Digitales México site and the Facebook page for companies .

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Getting to First Base Using the Marketing Ball Strategy


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As the world opens up, networking events and social gatherings pose great opportunities to build business relationships and get the word out about your company and the services you provide.

The scenario is familiar: A room full of people mingling and discussing business while trying to make connections. When a potential client approaches you and asks, “What do you do?” your answer is crucial. This is your chance to put yourself in position to score a sale, but you must respond in a way that attracts their attention or the opportunity will pass and the person will move on. You may never get another chance.

The key is to make a good first impression and appeal to your prospective clients’ needs. But how do you do this? Is there a reliable way to get attention with just a few words and avoid the glazed-over look from prospects?

You can get this attention and interest by knowing exactly what to say. It’s like swinging at a baseball — you either strike out, hit a foul or make a solid connection. Your response to their question about what you do, when phrased properly, will get you to first base. 

The Marketing Ball Strategy is a model based on the diagram of a baseball diamond. It takes some of the mystery out of the marketing and sales process. Start at home plate, go around the bases, and then make your way back to home. Getting home means you’ve “scored” by winning a new client. However, before you score, you need to get to first base — where you have your prospect’s attention.

First base is where every business needs to get before anything else — in a brochure, an advertisement, a website or a simple verbal introduction. If you don’t get to first base, you’re out of the game. After you’re on first base, it’s easier to get around the diamond. Second base is where a prospect is ready to explore working with you. Third base is when a client is ready to buy from you. Home base is when the sale is actually consummated.

First base is the most crucial and is deceptively simple. Just like in a baseball game, it is the initial hit of every sale. In networking situations, the hit comes when the person you’re speaking to shows some interest and wants to know more. You have four different ways to get onto first base, and some are more effective than others. In fact, the first two hardly ever result in a hit, but people persist in using them.

Related: 4 Strategies for a Strong Early Marketing Plan

1. Label

The majority of business people use labels to get attention. When asked what they do, they respond with, “I’m an accountant (or a management consultant, an executive coach or a widget salesperson).” These labels may be accurate, but they sure aren’t very attention-getting.

People develop their own pictures of what these labels mean. What stereotypes can you think of for lawyers or used car salespeople? Are these pictures always accurate? Of course not.

For example, let’s look at accountants. People tend to think accountants are boring. So when you reply to the question about what you do with the label, “I’m an accountant,” in the back of most people’s minds, they think you’re boring. Not much of an attention-getting marketing impression is it?

So forget labels. Don’t ever lead with your label. It makes people pigeonhole you, and it works against you almost every single time.

2. Process

When people stop using labels to introduce themselves, they often start using a process to describe what they do. Again, consider our intrepid accountant who, rejected every time he used the accountant label, now tells people that he prepares taxes and does financial statements.

This is a little better, but not by much. A process doesn’t answer the question that is on everyone’s mind: “What’s in it for me? You prepare taxes and do financial statements. So what? What’s the advantage, the thing that will help my business?”

When you talk about what you do in terms of a process, you become a commodity. After all, every accountant prepares taxes and does financial statements. There’s nothing to distinguish you and, once again, you fail to get attention.

Related: Traditional Marketing Is Dying. Is Your Brand Prepared for What’s Next?

3. Solution

Undeterred, our persistent accountant learns that he must speak in terms that mean something to the prospect. Now he emerges with the statement, “I help people in the restaurant business reduce their taxes and increase their cash flow.”

This is a whole lot better. Mr. Accountant has targeted his market and clearly expressed a desirable result or solution he can accomplish for his clients. Using a solution-oriented response will get the accountant, and you, on first base more often. To spark interest, say who you work with and the solution you provide for them.

Here are some examples:

  • “I work for high tech companies to improve the communication skills of their technical managers.”
  • “I help writers who want to get their first book published quickly.”
  • “I offer training for leaders who want to beat the competition more often.”
  • “I provide equipment for hospitals that gives a six month return on investment.”

Remember, If you’re speaking to the right person, all of these are likely to get you to first base. And this is usually as far as most business people go.



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How to make TikToks?


This TikTok For Business course will teach you how to use the platform for your business.

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This Thursday TikTok announced the arrival of TikTok For Business in Mexico and with it tools for companies and SMEs to take advantage of the short video platform that has had overwhelming popularity in the Aztec nation.

Regional brands such as Rappi and Mercado Libre have managed to position themselves strongly among younger audiences through the creation of tiktoks, not ads, with diverse and creative content.


And is that with the plan of @joseluisuribeochoa and Luca, who still wants to go out? ## rappicolombia ## domicile ## marathoning

♬ original sound – RappiLatam

In that sense, TikTok For Business is a global platform designed to give brands and marketers the solutions to be creative storytellers and significantly engage with the TikTok community.

Do you want to learn how to create content for your brand on TikTok? Do not miss the event “How to make TikToks” this Wednesday, August 25 from 9:00 to 10:30 in the morning, where experts from the platform will share trends, insights and news to inspire the creativity of brands and agencies in the market.

To register for the event, click HERE .


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Understand the Relay Function and Master Email Marketing


Although some marketers refer to email communication as a relic of the past, it remains one of the main methods of communication for most.

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Although a number of people and organizations refer to email communication as a relic of the past, it remains one of the most common methods of communication. In 2019 alone, 293.6 billion emails were sent and received around the world each day. Despite the rise in popularity of social media and messenger apps, marketers swear by email for a number of reasons. At the top of the list is its return on investment: According to DMA research from 2019, the average return is $42 for every $1 spent on email marketing. As such, there have been a number of methods employed in email marketing through the years, including personalization, segmentation and automation. Non-technical marketers, however, may be missing out on a tool that helps considerably when it comes to email deliverability — the simple mail transfer protocol (SMTP) relay.

If you understand the relay function, email sending limits and costs become a thing of the past. The SMTP relay function will help your business move beyond the basic features of email and provide more opportunities to improve your email marketing efforts. It’s not a new tool by any means, but it’s an underutilized one, and it could mean the difference between a seamless and inefficient campaign.

Related: How to Start Using Email to Market Your Small Business

The benefits of the relay function and mastering email marketing

Essentially, an SMTP relay ensures that emails are delivered to different domains by leveraging the SMTP servers, which aid the process by delivering emails to their specific destinations. This plays a crucial role in reaching out to prospects and even customers, because modern mass email campaigns wouldn’t be possible without an SMTP relay service. Aside from helping with targeted delivery of emails, the following are the benefits of making good use of the SMTP relay:

  • It saves time and money. With an SMTP relay, there’s no need for an organization to set up and run their own email server. All you have to do is create the emails and the relay will prepare and send them from your server to the recipients’. This is very valuable for companies that send out thousands of emails daily.

  • It ensures correct email delivery. Due to delivery-related issues beyond your control, that well crafted email may not reach its intended recipient and end up in the junk or spam folder. There’s also always the probability of spam blockers blacklisting your address or IP. An SMTP relay service ensures that emails get to their intended recipients.

  • It protects the IP reputation of an organization. The reputation of businesses, especially online-first enterprises, rely largely on their IP reputation. If an organization’s IP address gets blocked by any system for whatever reason, it can affect relationships with clients and prospects. An SMTP relay service helps in this regard by minimizing the chances of spam transferring from your server or mass emails being mislabeled as spam.

  • It does away with email limits. Email clients and webmail providers try to avoid spam by enforcing limits on the number of emails you can send to different recipients each day. Businesses who need to communicate with their customers and prospects en masse require an enterprise-level email sending platform to circumvent this limit. These platforms provide their own SMTP relay service to allow organizations to send large volumes of email without issues.

  • It provides insights through analytics. Sending mass emails can be very challenging to track, and most SMTP relay services only provide basic reports that focus on email deliverability. For easy maintenance and tracking, however, email service providers have gone beyond this to help businesses improve and enhance their email marketing campaigns. Combining an SMTP relay with an email services platform will provide the best outcomes because it helps ensure that your emails are targeted, deliverable, and relevant to your audience. Some providers even go as far as automatically adding link trackers to every email sent, allowing organizations to monitor emails opened and clicked through. This provides more insightful and valuable metrics and KPI’s than just determining whether or not emails have been delivered successfully to their intended recipients.

Related: How Often Should You Send Marketing Emails?

Making email marketing efficient again

An SMTP relay can be set up in-house if you know how to do it, but it can be so much more if you combine it with a modern email marketing platform. More than deliverability, you also get access to advanced email features and metrics that can help you push your marketing efforts — and your business — forward. Ultimately, this powerful combination will do the technical heavy lifting for you so you can focus on building your contacts list and crafting relevant content for your audience. Integrating the technical advantages of an SMTP relay with the user-friendliness and efficiency of an email marketing platform can just be the missing piece of the “make your customers happy” puzzle. 


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How Success Is Happening For Kyle Courtright


Brand designer Kyle Courtright went from working with $50 to working with fortune 500s.

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Kyle Courtright, founder of Courtright Design, didn’t always have it easy. This brand designer started with a mere $50 to pull from.

Courtright had to maintain a strict budget to make his business dreams come true, stopping at McDonald’s for inexpensive date nights with his wife as he grew his graphic design business. At one point, he would work in his car in front of his apartment building’s office just to grab an internet connection.

Related: Looking for inspiration? Check Out Entrepreneur’s How Success Happens Podcast

During this time, he worked low-paying 9-5 jobs while burning the midnight oil to gain skills in SEO and website design. He did this all in an effort to market his graphic design company, which he admits felt like more of a “hobby” at the beginning.

Just three short years later, he left his 9-5 job to work as a full-time freelancer. Courtright has been able to work with Fortune 500 companies including Toyota, Chipotle, Lowe’s, Walmart and NVIDIA. Other clients he’s worked with include USA Olympics, the Detroit Lions, the Sacramento Kings, NBA, NFL, DR Horton, American Cancer Society and National Parkinson Society. 

Related: Looking for the Best Sports Podcasts? Check Out These Great Shows.

Courtright carefully creates beautiful design remedies to purposely fit each specific client’s brand, and the results speak for themselves. His minimalist, clean and innovative design style impresses his clients, who keep coming back for more.

“Visual communications must showcase excellence, be timeless and scream unforgettable,” Courtright says. “If you deliver an excellent end product and treat people with love and respect, you have a client for life.”

His capability stack is expansive, making him a valuable go-to for his clients in all things design. From logo design, to web design/landing pages, email template design, digital and print ads, sales sheets, case studies, PPT decks, infographics, illustrations, product design and large-scale print, he has unapologetically positioned himself as the jack-of-all-trades designer.

“It’s a responsibility I don’t take lightly. What a privilege to help bring brands to life in a visual way. To help stir emotion and win the hearts and minds of my clients’ audience? That’s the type of purposeful work I love being a part of,” Courtright says.

Not only has Courtright had incredible opportunities in the world of brand identity design, but he’s also authored The Ultimate Guide to Logo Design and is the founder of Logo Wave Awards International. 

When I asked him about his thoughts on how to market yourself as an entrepreneur, he says, “Marketing isn’t (just) about closing a sale. Instead, it’s about building a solid, unbreakable bond and relationship with your clients. Show them that you genuinely care about them and how you can help them reach their goals.”

Courtright offered some practical advice to help entrepreneurs take their businesses to the next level:

  1. Hopping on a phone call (or meeting in person) works wonders for building strong relationships. Picking up the phone instead of settling for email grew his business by 309% overnight.

  2. Never underestimate the value of empathy. Find ways to understand and resonate with your clients on a deeper, more meaningful level. It’s all about connection, and we have to make sure to create a long-lasting one.

  3. Being distinct is to be yourself. No one can do, say and think the way that you do. A differentiated brand is one that glances at the competition instead of dwelling. Create a brand that’s true to your beliefs and your customers — and bottom line — will thank you for it.

Related: Hear Arodd, Josh Harris, Al Roker, Arthur Blank and others on the How Success Happens Podcast


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How to Use Authority to Boost the Power of Your Content


One of the best ways to rise above the fold and get more eyes on your material is to use the power of authority. But what are the best strategies for doing this?

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Most business owners investing in content marketing know that you have to distinguish yourself if you’re going to be successful. There are millions of people competing for visibility, and although the web is a big place with billions of potential readers, you’ll still have your work cut out for you if you want to stand out.

One of the best ways to rise above the fold and get more eyes on your material is to use the power of authority. But what are the best strategies for doing this?

Why authority matters

In the context of content marketing, authority refers to a person’s perceived level of expertise and credibility on a subject. The word “perceived” here is important, because as we’ll see, there are ways to make yourself seem more authoritative on a subject than you actually are.

Ultimately, authority will make people behave in ways that favor your content marketing strategy:

  • You’ll get fewer bounces and more time on page. If a person feels you’re not authoritative or credible, they’re going to stop reading your work then and there.
  • You’ll get an edge over the competition. Why would someone choose your work over a competitor’s? If you’re more authoritative on the subject, it’s a no-brainer.
  • You’ll get more links and, eventually, more traffic. If you’re seen as an authority on the subject, you’ll earn lots of links, which have the power to send referral traffic your way (and boost your position in search engine results pages, SERPs).
  • Your audience will become more loyal. Once readers understand how authoritative you are, they’ll be more likely to keep reading your work.
  • Your words will become more powerful. Thanks in part to authority bias, people will eventually treat your words as being disproportionately accurate and credible.

Related: 5 Ways to Discover Your Blog Readership’s Most Pressing Questions

Excellent. So how can you use authority to boost the power of your own content?

Improving your own authority

You can make yourself more of a perceived authority in several ways, including:

  • Get more experience (and show it off). Most people associate experience with authority. If you have 25 years of experience in sales, you’ll be taken more seriously than a 21-year-old who’s just getting started in the field. When you get this experience, make sure you show it off — it won’t always be immediately apparent.
  • Write articulately and precisely. This should go without saying, but some of your perceived authority will depend on your ability to articulate your thoughts precisely and concisely. The value of eloquence is hard to overstate here.
  • Cite your work. When possible, cite your work. Link to other authoritative sources that back up what you’re saying. Or better yet, provide original research that verifies your claims. The more data you have on your side, the better.
  • Include counter evidence and refute it. It’s a bit counterintuitive, but if you’re trying to persuade an audience, provide counter evidence to that point. Spell out the main arguments against your main point and refute them — rather than pretending they don’t exist.
  • Take accountability for mistakes. Admitting your mistakes can be powerful. Occasionally, no matter how much experience or authority you have, you’re going to get something wrong. If you want to have people keep following you, it’s important to admit it, take accountability and move on.

Borrowing from the authority of others

Of course, it takes a lot of time and effort to boost your own authority. Sometimes, it’s just as effective to borrow from the authority of others.

Related: 4 Ways to Find the Right Freelance Writer for Your Blog

These are just some of the ways you can do it:

  • Curated content. Consider curating more content for your audience, whether it’s on your own blog or through your social media channels. Curated content is basically content that’s written or created by another person — in this case, an authority on a given subject. You can reach out to known authorities and welcome them to publish guest posts on your website or simply reblog and retweet some of your favorite authoritative works.
  • Collaborations. As you become more of an authority in your own right, you’ll have the opportunity to partake in more collaborations. Working together with an experienced authority on a shared piece could be more powerful than working by yourself — and both your target audiences stand to benefit.
  • Quotes. You can also make an appeal to someone else’s authority with quotes scattered throughout your work. If you make an important point using logic (or even speculation), consider backing it up with a cited quote from an authority figure on the topic. It’s a subtle way of saying, “see, all the leading authorities agree here.”

A more authority-centric content marketing strategy can work in your favor if you plan and execute it well. Focus on giving people the best, most accurate information you can — and don’t be afraid to work with some already-established authorities in the field. 


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Here’s What to Know in B2B vs. B2C


Cookies have long been used by advertisers looking to track consumer activity across the web in order to boost their advertising efforts.

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Cookies basically work like this: The cookie tracks the consumer, then the advertiser can better understand and target said consumer. The practice has had its place, but its time is starting to come to a close. 

In fact, Google and Apple recently made dramatic changes to cookies, foreshadowing a future without them. Many people have since been talking about how this will shake up the ad landscape, but there’s one more key point to add into this conversation: how these changes affect B2B and B2C advertisers differently. Here’s more about how each business model is likely to be impacted. 

First-party vs. third-party data

Before digging into the B2B vs. B2C issue, it’s important to recognize the different types of data. First-party data is the data on a company’s site that the company itself owns. First-party data is not affected by these cookie changes because it belongs to the company already. Businesses will still be able to see visitor activity on their own websites and channels, and track it as they wish. 

Third-party data, however, is what’s being affected. This is the data that tracks consumers across the web on sites that are not your own. This could include website browsing, purchase history and more.

Related: How a Privacy-Centered Social Media Platform Acquired Millions of Customers With No Paid Marketing

B2B vs. B2C

When it comes to the impact that cookie deprecation will have on business’ advertising, B2B companies need to be viewed quite differently than those in the B2C world. To start, their go-to-market strategies are completely different. In recent years, B2B marketers have shifted away from casting a wide net. Instead, many are now choosing to create an account-based experience (ABX). 

So, how does this tie into cookies? Well, the goal of getting rid of cookies is to retain consumer privacy. Instead of tracking individual data, in a cookie-free world consumer data will be shown at a cohort level. Since ABX only identifies individual users as part of an organization or account, this aligns and works beautifully with the deprecation of third-party cookies. In effect, account-based targeting of ABX is akin to cohort targeting. For B2B, those following a true ABX approach with intent data are already using an effective form of contextual targeting and are poised to compete in a cookie-less world. 

B2C companies are a different story. These businesses are actually focused on individuals, so shifting to a cohort level of data will certainly shake up advertising strategies. But, Google says its third-party cookies will be phased out over the next year or two, so the change will be more gradual than many people realize. Google is working on alternate ad initiatives that purport to yield at least 95% of the conversions per dollar spent when compared to cookie-based advertising so other options will become available.

Related: How the Google’s Upcoming Privacy Settings Will Affect Digital Marketing

Preparing for change

Now that you’re aware of the key differences between how cookie deprecation will impact B2B vs. B2C businesses, what’s next? Companies in each category must plan to modernize their ad approach and make the most of this next wave of privacy-first data. 

The best way that B2B companies can roll with the punches of these changes is to first evaluate whether their technology is ready for it:

  • Ask yourself if your marketing automation and account-based solutions draw upon multiple data sources, or if they primarily rely on cookies? Of course, the former is ideal since the latter would mean you’ll be heavily affected. 

  • Consider how your systems source intent data; is it by using IP-address identification or cookies? Again, the former is what you want to have. If your tech is not set up for these changes, it’s a good idea to consider other options now while you have the time. 

  • Recognize red flags in certain solutions that are being billed as effective (e.g. email signature spyware and chatbot tools can actually clutter your data and produce inaccurate signals.)

B2C companies should retain their existing ad strategies for now, but keep in mind that the future will eventually be cookie-less. Keep an eye out for alternative ad strategies from the big players like Google, and be ready to move forward without such a major reliance on cookies. 

It’s always a net positive when technology providers put consumers and their privacy first, but it can come with challenges. As long as you understand how these latest changes may affect your business, you can make the most of this next wave of advertising. Remember: Cookies may be crumbling, but your ad strategy doesn’t have to.

Related: 3 Reasons Why Privacy Matters to Your Business, Your Brand and Your Future


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