Need a plan to create a winning marketing strategy?<\/h3>
Get started today using a tried and tested step-by-step process to optimize your marketing.<\/p>Start Now<\/a><\/div> Although we hope that most marketing professionals have moved past \u201cspamming\u201d their followers with sketchy emails; the timing and quantity of messages can still border on unprofessional, even if your team understands that spam is a huge no-no<\/p>\n What\u2019s interesting is that the marketing trend that places emphasis on avoiding spam has caused some marketers to overcorrect in an ineffective way. There is such a thing as sending too few messages or failing to market at all for fear of treading into \u201cspam\u201d territory.<\/p>\n What many marketing teams have failed to realize in recent years is that most email readers don\u2019t actually hate getting ads. They hate getting bad <\/em>ads - roughly 83% say that they wish they could use an ad filter<\/a> instead of blocking ads completely. Email ads aren\u2019t bad as long as they\u2019re used carefully and intelligently with plenty of consideration for the reader.<\/p>\n Your marketing team must decide where to draw the line between spamming potential customers and failing to give them enough information to pique their interest in the products or services.<\/p>\n Selecting campaign types and ‘always-on’ activity<\/strong><\/p> Part of the Marketing campaign planning Toolkit<\/p> Learn the main types of campaigns that you may need to use to achieve your different marketing goals.<\/p>Learn More<\/a><\/div><\/div><\/div><\/p>\n If you were to receive your email as a consumer, would you be able to find valuable information and a clear call-to-action? Or would you view it as a glaring promotion with little to no value?<\/p>\n A great example of an advertorial email that is engaging yet simple is this message from Warby Parker.<\/p>\n The brand is known for including stories and explanations in their original content, so it\u2019s on-brand for them to entice readers to learn more (and buy more) with an email like this one. It\u2019s clearly an ad on behalf of Warby Parker, and yet most readers wouldn\u2019t be annoyed because it\u2019s as informative as it is promotional.<\/p>\n As a marketer, you know that a high number of visitors doesn\u2019t necessarily spell money signs. Instead, you look at that number of visitors and understand that it\u2019s your job to convert them into true customers.<\/p>\n That\u2019s where more focused, long-tail keywords need to play a role in understanding user intent. You\u2019ve heard about the growing trend of using long-tail keywords, but do you understand why more marketers are turning to them in their content?<\/p>\n Let\u2019s start diving into this topic by discussing different kinds of keywords altogether. When researching keywords for your messages, you must understand the difference between informational keywords, navigational keywords, and transactional keywords.<\/p>\n There is large importance on informational keywords to show people you\u2019re an expert, but you also need navigational and transactional keywords that draw in traffic to convert.<\/p>\n Understanding consumer keyword search behaviour\u200b<\/strong><\/p> Part of the Digital experience management Toolkit<\/p> Learn about consumer search behaviour in relation to keywords and keyphrases<\/p>Learn More<\/a><\/div><\/div><\/div>\n Informational keywords that could educate readers (without pulling conversions) might include:<\/p>\n \u201cWeb design tips\u201d<\/p>\n \u201cGuide to e-commerce web design\u201d<\/p>\n \u201cWeb developing strategies\u201d<\/p>\n On the other hand, navigational and transactional keywords that draw conversions might include:<\/p>\n \u201cWeb design services San Diego\u201d<\/p>\n \u201cE-commerce design agencies in San Diego\u201d<\/p>\n \u201cWeb design pricing\u201d<\/p>\n While all these types of keywords will work to draw in traffic, there needs to be a perfect balance between educating readers and drawing in potential customers if you want to improve digital marketing SEO strategies.<\/p>\n Too many brands market incredible results they can\u2019t guarantee. Although you don\u2019t want to short-sell your product or downplay the benefits of your service, it\u2019s better to surprise customers with fantastic results than to let them down with unmet expectations.<\/p>\n If you\u2019re not alarmed to hear that roughly 32% of customers stop doing business with a brand after only one bad experience<\/a>, then you\u2019re probably not focusing enough on impressing your customers with results. If you can\u2019t make good on the promises your marketing messages give, you might not get a second chance, and that spells disaster for your business as a whole.<\/p>\n Think about Geico, arguably the most well-known and popular insurance company in America. Their famous slogan is: \u201c15 minutes or less could save you 15% or more on car insurance.\u201d With that slogan, they\u2019re promising two things: efficiency and savings with tangible numbers.<\/p>\n![\"\"](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/09\/1718x600.png\")
<\/div><\/p>\n1. Your strategies cross the line between informing and spamming<\/h3>\n
![\"Selecting](\"https:\/\/www.smartinsights.com\/wp-content\/themes\/smartinsights\/images\/smart\/guides\/covers\/63369.svg\")
Tips to avoid creating borderline \u201cspammy\u201d emails without giving up on advertising<\/h4>\n
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![\"Warby](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/12\/Warby-Parker-email-550x813.png\")
<\/p>\n2. You are targeting keywords for traffic rather than customers<\/h3>\n
![\"Understanding](\"https:\/\/www.smartinsights.com\/wp-content\/themes\/smartinsights\/images\/smart\/guides\/covers\/64393.svg\")
Informational vs navigational\/transactional keywords<\/h4>\n
3. Your campaigns are over-promising and under-delivering\u00a0<\/strong><\/h3>\n
![\"Geico](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2019\/12\/Geico-ad-550x412.png\")
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