October 5, 2020

How to Create Compelling Content for Your Audience

High-quality content is a critical component of creating effective Branding. Compelling content is what educates consumers, heightens their awareness, encourages them to engage with a company, and creates a deep sense of Brand loyalty. Articles, blog posts, informative pieces, social media, and email development all require inspiration and creativity. It is important not just to produce content, but to produce quality content.

When you are creating informative pieces, it is important to establish a detailed topic calendar. When you use a content calendar to keep track of the pieces that are releasing, you can ensure that you are educating customers on a variety of relevant topics. For example, you do not want to post seven promotional pieces in a single week. A week of content may include two promotional articles, one case study, three pieces that are relevant to the industry, and an interview with a recent client. RocketDog works to develop a library of resources that establish our clients as the experts in their field. In this article, we will discuss the necessary steps for Brands to take as they create compelling content for their audience. 

Step 1: Hire Professionals

When creating content, you want to ensure that it is being produced by professionals. Hire professionals that are qualified to write on the topics at hand. When you work with experts, you can ensure that they have the most up to date knowledge of the happenings in the industry. Consumers will not trust your expertise if your pieces commonly have grammar errors, spelling errors, or inaccurate statistics. By working with capable individuals, you can ensure that each piece of content has been edited and reviewed thoroughly for accuracy.

Step 2: Address the Challenges that People are Facing

Be the expert in your field of knowledge. When consumers are observing your content, they are looking to have their questions answered. Although it may be easy to consistently write about the topics that are trending, it is important to integrate meaningful pieces that address the real challenges that people are facing. When you address barriers, customers will view your Brand as a problem solver. In order to know the common barriers in the industry, it is important to have access to updated market research and consumer analytics.

Step 3: Create Creative Content that Offers a Unique Perspective

Your content should not be the same as the content that others in the industry are producing. Offer a unique perspective in the marketplace. Not only can your perspective be unique, you can utilize different formatting styles and structures to keep your content fresh. When you are trying to create a social media post or email campaign that stands out, reflect on the marketing strategies that have impacted you as a consumer. Do you find creative graphics and catchy slogans intriguing? Do you like testimonials and stories from real people? Take the time to get inspired and lean into your own creativity.

Step 4: Include Relevant Examples that Relate to Audience

As a marketing expert, you should know your audience. What is your target customer doing on a Tuesday afternoon? What is the information that your customer finds interesting? When you write, include references and examples that consumers can relate to. For example, do not talk about challenges that older generations typically face if your primary audience is younger. When a consumer reads your work, it is important that they resonate with it personally.  When someone resonates with an article, they are more likely to stay aligned with the Brand. By connecting with a Brand personally, consumers will feel understood by the Brand and loyal to the products.

Step 5: Include Links to Research and Statistics

Create content that is factual and researched. Consumers are more likely to continue reading if they believe the information that the article is portraying. Consumers will spend more time reading articles that are data-driven. Create headlines, outlines, and infographics that attract attention and display the data that is used throughout the article.

Step 6: Publish Content on the Right Platforms

Make sure that you are publishing content on platforms that reach your audience. Does your audience spend more time browsing Linkedin or Instagram? How long does the average customer spend scanning a single article? With over 5.7 million blogs being published each day, it is crucial that you know how to reach your audience through the noise. There are a few ways you can determine the best platform for your company. Narrow your focus, define your goals, and determine which platform best supports the type of content that you produce.

Step 7: Create Content Consistently

It is important to publish content on a regular basis. The number of posts that should be created is determined by the size of your company and the capabilities of your content producers. Regardless of your company size, blogs should be released multiple times a week in order to create organic growth and compounding traffic. As mentioned previously, your content calendar should include a diverse range of topics. 

Summary

Content marketing is one of the most inexpensive ways to increase conversion rates and generate more leads. When creating content that converts, it is important to hire experts and conduct extensive research. Articles and social media posts that are produced on a regular basis help to establish your place as a market expert. At RocketDog, we help our clients enhance their customer experience by determining which platform is the best place for their expertise to be displayed and generating content that stands out.

July 7, 2020

How Tech Companies Can Craft Emails That Drive Results

Historically, Tech companies spend most of their energy on bettering their products and services, forgetting that marketing should be a priority. If you do not advertise your product, how will consumers know that you are continuing to grow and innovate? As a tech company, what do you want to be known for in the industry? Do you want to be the company that has cutting edge ideas? Do you want to be the tried and true Brand that people can trust? Once you determine what your competitive edge is, it is time to begin marketing!

All of your marketing materials should portray that you are indeed the expert compared to other Tech companies. One of the most effective forms of advertising is email marketing. Email marketing allows Brands to have frequent touchpoints with consumers. In addition, email marketing allows you to distribute meaningful content directly into the hands of your audience. The best part of email marketing is that all of it is trackable, making it easy to identify your strengths and weaknesses.At RocketDog, we help Tech companies develop strong email campaigns that expand their base and increase their relevance in the market.

For Tech companies, email marketing can be difficult. With so much movement happening in the industry, how do you define an email strategy? In this article, we will discuss how Tech companies can craft emails that drive results.

Step 1: Make A Strategy

The first step in any successful marketing campaign is developing a strategy. When you do not have a strategy, you do not have direction or measurable results. There are a few important components of a strong email marketing strategy. These components include:

  • Defining Your Goals
  • Identifying Your Audience
  • Finding Your Tone
  • Diversifying the Content
  • Solving a Problem

When developing a strategy, you first need to define your goals. After defining the goals, you can establish the audience that you want to reach. From there, it is important to develop a consistent tone and voice that will be used across all your messaging. Even though the tone stays consistent, the content will vary. How often should you send promotional emails vs. emails that offer insight into the industry? How many emails should be informative vs. educational? It is important that customers see you as the expert across the industry, not just in one specific topic. Lastly, it is crucial that you solve a problem with your email marketing efforts. You must be creating value for your customers. If you are just sending an email without thought, you are not finding solutions for the challenges that the marketplace is facing.

Step 2: Segment Your Audience 

Most companies have various audiences that engage with different departments of their Brand. Likely, communication is different between both new and old clients. When you segment your audience, you can ensure that each message is being sent to only the individuals that may benefit from it. Segmenting the market allows you to speak more directly and allows consumers to relate to your products in a meaningful way.

Step 3: Develop Content that Sparks Interest

As a consumer, you have received emails that just offer more of the same information. When you extend a message out to a client, you want to ensure that it is interesting and relevant! In addition, content needs to be researched, written, and edited thoroughly. When you are strategizing how to spark interest, do not settle for using catchy slogans and corny lines. Develop content that actually means something to the people who are working to reach.

Step 4: Determine a Good Structure for Email Frequency

To determine email frequency, you must know your audience well. If you are marketing to Tech consultants, it is likely that their schedule is variable. In that case, it may be beneficial to send communication out first thing in the morning. If you are marketing directly to consumers, it could work best to send messages in the mid-morning or mid-afternoon hours, after individuals have sorted through the other messages in their inbox. In addition to optimizing the time of messages, it is important to optimize the frequency of messages. Although you want to have frequent touchpoins with consumers, you do not want to bombard them to the point where they “unsubscribe” from all your marketing. Determine a frequency that provides value without overwhelming. 

Step 5: Study Analytics

As you determine the frequency and timing of your messaging, it is crucial that you study analytics! There are many awesome email marketing tools that you can enable to track analytics. At RocketDog, we help our clients develop email campaigns that dramatically improve their open rate, conversion rate, and click through rate. By investing in improving the analytics that matter, email marketing can offer an incredible return on investment.

Summary

With so much energy being placed on products and processes, Tech companies often forget the importance of marketing. Email marketing has been proven to have the highest return on investment when compared to other marketing techniques. At RocketDog, we believe that a strong email marketing campaign can help improve the overall value of a Brand. When you begin to study analytics, segment the audience, and develop a cohesive strategy, you will begin seeing the opportunity that email marketing offers. Contact RocketDog today if you are looking to develop emails that produce results.

June 7, 2020

How to Increase Your Email Open Rate

Did you know, the average worker receives 121 emails per day? Out of the 121 emails that are sent, roughly 45% of them are spam. With so many emails being sent and received on a daily basis, it can be difficult to create email content that gets the attention of the audience. At RocketDog, we work to develop comprehensive strategies for Branding that enable clients to have quality touchpoints with our customers on a regular basis. Email marketing is a channel that can be activated to help you have meaningful and frequent interactions with customers.

As a consumer, you have likely interacted with Brands that do not have consistency in their email marketing. There are a variety of different issues that occur when a strong email marketing strategy is not established, including:

  • Companies send too many messages
  • Emails are not released frequently enough
  • There is inconsistency in the design and layout
  • All content is “salesy” 

If you are receiving multiple emails a day that do not apply to you, you will likely hit the “unsubscribe” button. If you check your email and have 200 unread messages, you will likely not take the time to open every email. As a Brand, optimizing your email marketing strategy requires the perfect combination of timing, frequency, and content quality.

If you are struggling with low email open rates, do not be discouraged. There are many ways that you can improve your email marketing and increase the rate in which emails get opened. In this article, we will discuss the guidelines for increasing the average email open rate.

1: Decide the Optimal Timing for Email Communication

When you are establishing an email content calendar, it is important to have consistency. When in the day does your target customer have the ability to read an email? Are most of your customers located on the West Coast or the East Coast? After you outline the typical day in the life of your target audience, determine which time and day they are likely to consume email content. Many Brands send emails at the beginning of the work day and during lunch hour. According to 14 studies, the optimal times to send emails are 6:00am, 10:00am, 9:00pm. In the morning, individuals are waking up and starting their day, looking to see what is in store. Later in the evening, individuals are winding down and catching up on their missed emails. When you send emails at optimal times, they are more likely to be looked at.

2: Utilize Meaningful Words and Compelling Offers

It is important to use words and offer content that delivers value to the reader. Although integrating catchy slogans and overused phrases may capture the readers’ attention, it will not build your reputation as a high-quality Brand. Being overly promotional is an obvious tactic in the marketing industry. When brands offer “free” products or unrealistic offers, it is obvious to consumers that there is a catch. When an offer is too good to be true, it usually has a string attached. By making meaningful offers and using unique words and phrases, your impact will go further.

3: Determine the Value You Are Bringing Customers

Many customers focus on the products and services they can give to customers. You have seen promotional emails that focus much attention on products but a little attention on the value of the products. When you send email content, you are constantly trying to express to customers that your Brand is the right solution for their problem. All content should portray you as the expert in the field that knows how to sift through the challenges that they are facing.

4: Keep Your Emails Simple and Short

When emails are too long, the details are lost in the copy. Emails should be short, concise, and pointed. Ideally, your email copy should be between 50 to 200 words. If emails are shorter than 50 words, they may seem vague or cause more questions than answers. By keeping emails brief and to the point, people are more likely to gather the point that you are trying to convey. 

5: Develop a Strong Content Calendar

Even if you have simple emails that are sent at optimal times, your emails will not be read if they do not offer content that is relevant to the reader. It is important that the content that you release to readers is diversified and interesting. Having a well-developed content calendar allows you to develop a consistent tone and message. When your calendar is established, you can ensure that you are releasing an adequate mix of informative pieces, announcements, promotions, and more.

6: Creating a Call To Action

One of the core functions of any email should be a clear “call to action” aka a CTA. A call to action allows the reader to quickly take action if they want. This function exists to allow consumers to quickly take action on the information they are receiving. Any and all CTAs should be trackable and adjusted based on the customer's engagement, or lack of/By utilizing a call to action, you will be able to see direct results of the success of your email marketing.

7: Track Your Analytics

If you are looking to increase your average email open rate, it is important that you diligently keep track of your analytics. Focus on the patterns that are revealed through tracking your email campaigns. As you identify tactics that do or do not work, you can tailor your email strategy to better reach the audience.

Summary

When email communication is done right, it can offer a return on investment as high as 4,400%; that is a $44 return on every $1 spent! Successful email marketing campaigns allow you to expand your base, establish your company as the expert, and develop a deeper relationship with your audience. Inboxes can get crowded quickly; it is important that the content that you are delivering to your customers is relevant. At RocketDog, we help our customers find the right combination of timing, frequency, and content for their email campaigns. By investing in your email strategy, you can increase your email open rate and gain a better return on investment. If you need assistance developing a consistent message and developing an effective email strategy, content RocketDog today.

April 5, 2020

5 Small Marketing Techniques that Make a Big Impact

Marketing plays a huge role in the overall success of companies. It is through campaigns, advertisements, and other marketing techniques that consumers gain awareness about the products and services offered by your Brand. In the current economic climate, many businesses are hesitant to spend money on their marketing strategies. Understandably, companies are being lean and spending cautiously. But don’t forget, Marketing is not just another expense, it is investment in your Brand.

Nowadays, Brands spend less money on marketing but produce a higher volume of collateral. When you create a high volume of low-quality products, you are not marketing effectively. Marketing requires innovation, creativity, and the ability to build connections. When you invest in your Brand, it will yield great returns. Although creating a marketing strategy that rises above the noise may seem like a daunting task, there are actually small marketing techniques that can impact your Brand while adhering to budget constraints. In this article, we will discuss the five small ways you can enhance your marketing while impacting the long-term success of your Brand.

1: Leverage Your Base

Your Brand has loyal customers. These customers continue to support you when the market is challenging. Many Brands do not fully leverage the power of their loyal customers. The most powerful form of marketing is word of mouth. Word of mouth marketing typically does not receive much attention because it is hard to quantify. How do you measure if people are talking about your company? How do you assess the true return on investment? People are 90% more likely to purchase a product a trusted friend recommends.

How do you begin developing a strategy for word of mouth marketing? Access your loyal customers! If consumers are loyal to your company, they will likely be willing to advocate for your Brand. Try enabling a brand ambassador program or incentive system that encourages loyal customers to share their experience with your Brand with their network.

2: Tell Your Story

Everyday, your Brand is making an impact in someone’s life. Someone has had a life-changing experience at your healthcare facility. Someone reads the new articles posted on your site every morning. Maybe, your career tips help someone land their dream job. Although these types of situations happen everyday, they tell a story about the purpose behind the products that you offer. By sifting through customer testimonials, you can tell a story about the impact of your company. These stories are relatable and invoke emotion. Integrating an emotional component into your marketing strategy can increase customer loyalty and allow you to reach new markets.

3: Use Third Party Specialists

If you are working to produce quality content that reaches your target audience, utilize the expertise of third party specialists. Content creators, strategists, and marketing specialists can help you maximize your reach, no matter what your budget is. RocketDog handles the marketing and Branding for clients so that they have more time to focus on bettering their products and caring for their customer base.

In addition to third party specialists, consider investing in a photo library. Photo libraries allow you to produce more content without having to hire professional photographers for every image that is used in marketing collateral. When you work with third party vendors, you only pay for the products that you need. If you are not consistently releasing high-quality content, you are not providing value back to your base of customers. Quality content is the key to gaining and maintaining new customer relationships. In addition, your content needs to be unique! You must be producing ideas that customers cannot find elsewhere. 

4: Make Online Connections

Print and digital marketing collateral can be an expensive investment! When you are looking for touchpoints with prospective customers, utilize email and social media platforms. Although some things may have costs associated, you can have many touchpoints online without accruing additional costs. Post frequently, share reviews from customers, and update your followers on a regular basis. Target emails and send them to the relevant customer base. When you invest time into social media marketing, you can organically expand your reach.

5: Develop Partnerships

Corporate partnerships are one of the most effective ways to reach new audiences. Most likely, there are other businesses in your town or industry that are looking to expand their reach. By partnering together, you can leverage the networks of each Brand. Partnerships solidify your reputation as a trustworthy company and allow you to market your products to new audiences. When working to establish a partnership, make the following considerations:

  • Do the Brands have a similar customer base?
  • Do the mission and vision of the Brands align?
  • Are the companies reaching different groups of people?
  • Is this partnership mutually beneficial?

If the answer is yes to all of the questions above, you can begin discussing the details of a partnership.

Summary

When your Brand has an integrated marketing strategy, you are able to tell your story in an effective way. By using a common language across all platforms, consumers will likely have positive experiences with your Brand. If you are struggling to invest in your marketing efforts, consider the small ways that you can make a big impact. From turning loyal customers into ambassadors to enhancing your social media presence, you can expand your reach while bettering the customer experience. At RocketDog, we take a holistic approach to Branding. We create experiences that change the way people think about your Brand. Although some Brand experiences are big, the small interactions that happen on a day to day basis are impactful to consumers. To enhance your marketing, you must extend your reach and improve consumer touch points. 

January 4, 2020

SEO Marketing for Health Care

Do you have an award winning nurse staff? Do you have state-of-the-art orthopedics equipment? Do you have a world-renown Oncology department? Do other people and other potential patients know about it?

That's the beauty of Search Engine Marketing or SEO Marketing. It's an easy way to inform and educate people who are actively searching for the services and amenities that you offer. There are a couple of well known search engines out there (perhaps you've heard of them) called Bing, Yahoo, and Google. Having your business listed at the top of their search results is a holy grail for organic search marketing.

But what exactly is Organic Search Marketing? It's another word for SEO. In fact it's the best kind of SEO because it's free! Unlike the paid or 'sponsored' links you will see pop up after you run a search, Organic SEO is a strategic way to get your company listed without an additional ad buy. Search Engine Optimization is not easy though. Especially for Health Care Providers who have large websites with a multitude of pages full of content. That's exactly the type challenge that many of our RocketDog clients have run into, and luckily that's one of the things that we excel at!

Our dedicated SEO manager does a top to bottom evaluation of websites checking linkability, metedata, site architecture, robot meta tags, site content, header tags, image tags, alt tags, outlinks, and much, MUCH more. We know it sounds overwhelming, but that's what we're here for! We love to help empower clients by giving you the tools to succeed, and actionable solutions that benefit your business. At RocketDog we have customized a handy dandy check list that we use to walk our customer's through the current state of their web presence after we perform an SEO audit. This lets us:

1. Identify realistic online goals for organic growth

2. Make suggestions that will help you achieve those goals.

Health Care Marketing in particular is a fun exercise for our group because unlike many of our national clients, Health Care is generally focused on a more regionally target approach. We get to work with individuals who need to increase foot traffic in their offices, up their online presence in surrounding areas, and educate their customers about new and expanding service lines. Because of our years of experience in helping medical professionals reach their SEO goals, we treat each project as a new challenge to help our customer's generate unique and searchable content while elevating their current web presence. This gives them maximum visibility to anyone searching in their area and it allows us to keep up on the rapidly changing search engine algorithms that Google, Yahoo, Bing, and other search engines use. These algorithms can sometimes sabotage even the best intentioned SEO professionals, but thankfully we have been able to garner higher rankings for our clients by evolving their SEO strategies regularly with minimum impact to  their site.

We also customize monthly reports for each of clients. This is something that we firmly believe in for the success and longevity of your online presence. It allows us to identify potential areas that might need help on your site and it gives us insight into how we can better promote your business online. With reporting tools we can adjust specific attributes of your site's content or meta data and test for best practices and results.

Our goal is to set you up for success by giving you a site that is optimized to be highly searchable, easy to navigate, and visually dynamic. We know you're busy trying to run your business, heck our heads swim every time we see our client's calendars while we try to set up meetings! But that's why we're here, RocketDog is set up to be your partner in SEO marketing and to deliver you the best possible results.

Contact RocketDog today for your own Website evaluation, you might be surprised at what we find!

RocketDog Communications

1700 Westlake Ave N. #200

Seattle WA 98109

©2021 RocketDog Communications, Inc.

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