Marketing professionals and the art of ruining everything

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The new era of marketing is here.

The marked increase in the use of apps messaging, text change video or audio and advances in artificial intelligence, augmented reality and speech recognition focused on the consumer are indications that both marketers and consumers have entered a new era entirely new. As evolving consumer behavior, marketers have new opportunities that were previously unavailable.

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Recently, I spoke with a colleague about this, who emphasized the speed with which change marketing channels. “There’s no other industry that reinvents the game so often,” he said.

“It’s because we ruin everything,” he replied. Why I explain below …

Marketing scorched earth, also known as “why always ruin everything”

There is a state of widespread despair in most marketing organizations. There is a kind of panic to resolve short-term needs (such as target sales opportunities of the month or choosing a means of publication). Attention is as fleeting as a video on Snapchat and, for many companies, getting just a bit of it becomes imperative. And I understand. I have also been in that situation, so I’m not one to judge.

Impatience is the enemy of high-quality marketing.

Today, we compete therefore some attention than just an innovative channel or a new marketing strategy arises all professionals we set out en masse to try to make the most. The problem is our mentality focused on the channels, which makes us obsessed with his tricks and mechanisms, instead of focusing on sending a good message and generate a captivating experience.

Early adoption is positive, because it can be a breath of fresh air for both marketers and consumers. And, usually, the first few days of using a new format channel or in your marketing strategy often so pure and innovative as expected.

But then the inevitable happens. We crossed the border and adopt a mindset of “marketing scorched earth” where we forget the reasons why consumers chose that channel first (and used ad nauseum). We started thinking only our goals and not those of our customers.

The new channels emerge, in part because marketers take care of ruining the above. If we are not careful, our sincere exploration of emerging channels could become a fierce competition of the system. And consumers fed up with our foolish games, they are forced to find new communication channels and content where there are not many brands or spam. It happened with email and is happening with content. And if we think it will not happen the same with messages and videos, we’re only fooling.

How are we ruining the content

Remember when the content first emerged as an antidote for advertising and direct marketing bother? It was a telling moment.

Before the era of content, if you were marketing professional, you recurrías mainly e-mail and advertising to attract your potential customers. Those were the channels that marketers had available (and will if we use them!). We use both consumers began to adopt different technologies to avoid them. They began blocking ads and using filters in their inboxes. They eliminated all unnecessary items and took control of their own process. And most of that process started at Google, where a consumer could perform all necessary searches independently before making a decision.

So instead of bombarding customers with ads or emails, professionals smarter marketing began to create useful content designed to help consumers (and not to force a sale). If the content was of good quality and relevant, it could position itself among the top results of search pages (without the company had to spend more on ads) and provide an increasing flow of incoming traffic.

The world of ebooks and Webinars began to take more prominence. We began offering valuable content that other time consumers could only get in exchange for money, but they could now exchange for their data and permission to contact.

Today, there is nothing new, because the forms ebooks and sales opportunities have become very common resources, but back then were genuine and mutually beneficial elements. They represented a new way to interact with online consumers at a time when there were not too reliable and quality information.

But then, as always, marketers burn the earth.

Increase the amount of content and decreased quality. Content arose factories and brands began to finance the dissemination of low quality content through pay channels. As increasing content offerings, they lost value and became unnecessary material.

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There is still good quality content, but to find it, you first need to review a lot of poor material. What was our mistake?

We focus too much on long tail terms

At first, it was the long tail keywords which made the content so interesting. Maybe you did not have enough authority to get a good ranking in search results for the most competitive keywords, but you could try an infinite number of variations of keywords.

This gave us a fairer game for everyone. And I understand. I also played. However, the problem with keyword variants is that there are thousands of them, which means that we must make thousands of attempts to attract the desired traffic. And all this results in large volumes of lackluster content.

We also have some guilt. In the past, we created hundreds of articles assigned to individual blog variants with long tail keywords that were becoming very repetitive. There came a moment when we realized that we were only hurting and saturating Internet. Since then, we implemented a strategy to renew old publications with updated information and higher quality, rather than launch a new article and redirect repetitive or irrelevant content.

Sales in our blog, we prioritize topics about keywords , assigning each new item to a general topic or a master page. So, we create a more organized site architecture that Google can crawl and index more easily, and demonstrating our authority on a subject (rather than including just a bunch of variants with long tail keywords).

While marketers worried about filling the web with content, Google became a search engine smarter way to manage changed its searches. Thanks to the algorithm updates, Google started showing the content that best suited the true purpose of the consultation (and not only the search keywords). So keep in mind that the exact optimized for keywords contained only covers a small part of the question, and will not help you rank in the same way as it did in 2012.

SEO has changed. No longer content just reward for their keywords. Today, SEO is more focused on the architecture of the content and its quality keywords. And this is very positive for readers. It means that instead of creating a lot of content, our new goals should focus on creating more value with less content.

How could ruin the messaging channel

Facebook Messenger is the next big marketing channel and probably the best way to interact with the community of Facebook as marketing professionals. My first reaction when I began to notice an increase in my messaging as a communication channel was “Fortunately not be purchased Messenger accounts and mailing lists are bought”.

This is a very important fact: you can not buy or sell lists with addresses Messenger. You can not send spam or show impatience in the same way that e-mail.

But marketers are creative. And yet we can ruin this channel.

We must avoid using messaging systems in the same way that email. This is not a channel of mass communication or large volumes. It should be reserved only for brief conversations, personalized and on – demand. Whenever possible, customers should start the conversation, not the company.

While in emails power they have businesses, they have messaging clients.

Even with marketing automation program sending messages according to a specific behavior, email is more related to guess what will be interesting to the recipient. Messaging apps and chatbots allow users to extract from your repository the content they want. It can be a completely personalized experience. You can (and you should) you have many subscriptions to different content with different frequencies, which are based solely on the person you are writing to. That’s what they promise messaging apps: an exchange without interference that gives the user nothing more and nothing less than what you want.

As marketers, we must respect the ecosystem of Facebook and experience conversational user interface which is a messaging app. Chatbots need to help us provide useful, personal and interesting experiences. We can use instant articles Facebook to upload web experiences directly on this social network. We offer our prospects and customers what they need and nothing more.

While we can all agree with the theory, this is where we test our determination: conversion rates of messaging systems are incredibly high today. Very high … like the gold rush. In the first experiments we conducted in HubSpot, we discovered that the rate of conversion into Facebook Messenger is 4 times higher than email.

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The Messenger chatbot in HubSpot allows prospects to schedule a meeting with a sales representative.

There is a fundamental reason behind these high conversions: marketers have not yet eroded the confidence that consumers have in messaging apps. And for the sake of all, I hope we continue like this.

As if a better customer experience is not enough, think about this. At this time, there is only one company that controls most of the messaging channel and Facebook, who has the key of the castle with over 1,200 million users . His main motivation is the happiness of those users. So if we started abusing Messenger, Facebook could realize and eliminate this option for marketers (and it would be a very good decision).

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The Trend Report Internet in 2016 Mary Meeker describes the potential messaging channel for businesses.

How could ruin the video channel

Remember when computer graphics became popular? There were infographics on any topic on marketing based on accounts on geopolitical conflicts, on the World Day of swordfish and the most popular models of socks. Some were interactive and based on rigorous research. Others just could be distinguished from a PowerPoint presentation and contained information of dubious origin. The Web was absolutely packed with infographics.

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Source: Google image search

Infographics became so popular in the last 10 years Megan McCardle (senior exeditora magazine The Atlantic ) referred to this practice as a plague :

The basis of this evil infographics made up of poor quality are online marketing professionals who do not care if infographics information is correct or not, as long as you generate links to them. “

We can do better. This time, we have the opportunity not to ruin it . We are on the verge of making the same hasty and reckless actions with the videos .

Previously, to create a video, it was necessary to invest a lot of time and resources. At present, the process has become much easier. Marketers can transmit video simply by touching a button, and pre-produced video support external elements (can resort to secondary sources of free markets narratives or voiceovers). This simplification of video production comes at the same time increasing the consumption of mobile video and social networking. The combination of these two elements creates the perfect conditions which could infuriate many marketers.

And I can not believe I have to say this, but we must create videos with responsibility.

A responsible strategy video starts having clear why you make a video first. How this video is integrated with your overall marketing strategy?

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Is it designed to address the recognition step at the top of the funnel? Be sure to create a native video to Facebook, YouTube or Instagram (choose only one channel, the videos can not be universal). Optimizes the time that users spend the video. Do not try conversions; It generates interactions.

Is it designed to provide information to consumers during the purchase process? Brings video to your sales process. Wistia, Viewedit Loom and provide simple and quick to record explanatory and customized videos for your users solutions. Use the video to your prospects save time with the basics before making a call. Create a video recap the user to see after a show. Focus on the more than in any other aspect personalization. These videos should function as a direct path to the sales rep or customer account manager.

You do not have any reason to create a video? Then do not.

Do you want me to help you solve all the above problems? Again, do not.


Marlon De Assis-Fernandez, HubSpot, cartoonist uses his skills to work on a video for prospects.

The fact that the video format has become more simple does not mean we should abuse them. The videos should be an integral part of our strategy and not a supplement or secondary resource.

In the past, we created video just because someone suggested that we needed. Having a video to launch a campaign made us feel innovative and important. However, we did not consider whether the videos were formatted for a particular story or what channels people would use to find them, so we are disappointed with the results and finally decided it was a waste of time.

The problem is not that the videos are not effective or valuable, but do not make the right questions before creating them.

Salvémonos ourselves

Whenever users abandon the saturated channel and start using other untapped, companies are desperate to incorporate them into their strategies. However, evolve with customers is not to predict what the next big marketing channel, but to reach customers through it.

It’s time to stop obsessing with the channels and start focusing on the people who employ them . If anything could prove the story is that everything that is new could now become scorched earth tomorrow. So let ‘s not stay behind. We explore all the new channels to appear on our way. But, most importantly, always look at the bigger picture and consider the adoption of a new channel means on how users want to interact with each other and with brands.

Leave our mark on the marketing doing things right.

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