A McDouble Ad Review MMOM

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MARKETING MASTERSTROKE OR MISTAKE?

I am often unimpressed with McDonald’s advertising campaigns – they are too scared to do anything other than vanilla efforts that make 12 people in a focus group unoffended, and it leaves the ads without substance and ultimately unsatisfying.

In the past two days Maccas dropped a couple of ads onto our screens, and again, nothing is new both are safe efforts.

But storytelling technique can overcome a safe effort and transform it into a truly great piece of marketing – one of the ads succeeds with flying colours. Can you tell which?

It’s the baby drive thru ad.

The way in which it builds the story is masterful. In the beginning, you don’t know exactly what’s happening but you do know something out of the ordinary is happening so your curiosity is piqued, then you realise the problem, a problem that anyone with kids (or nieces and nephew, in my case) can immediately relate to, the crew member on drive thru has acknowledged the problem and now has to solve it. For the next twenty seconds, we are held captive by the solution and her earnest reaction.

It’s a great ad for the storytelling and underpinning the story is the advertisement Maccas is:
Is the place you turn to late at night
Staffed by helpful friendly people
Maccas can solve your problems

The second ad, whilst not horrible, suffers from the same old problem – it’s boring! The ad is showing off their new coffee blend – a notorious shortfall at the golden arches but there are two elements that stick out for me in this offering.
1) My cousin is in it – nice work, Andy!
2) Who knows their MickeyDees server by their first name (other than my cousin, apparently)? It’s a subtle nod by Maccas to say McCafe is a café – it’s as good as your local and you will get the same quality service and beverage – maybe not by a hairy hipster waxing lyrical about their newest green deconstructed coffee (that’s another cousin, sorry Ed).

It’s rather a nice touch but it’s too subtle to work, hence I think it falls flat (just like the coffee served).
So this week we get a masterstroke and a mistake all from the one company.

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Why am I not getting enough traffic to my website?

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WHY AM I NOT GETTING ENOUGH TRAFFIC TO MY WEBSITE?

We all want a constant stream of people viewing our site.

 

A constant stream is good but what we really want is a constant stream of high quality users, the kind that are interested in our offering and enquiring. Or better yet, converting then and there.

 

How do you go about building organic traffic to your website?

 

Let’s start with the stuff that is easy to fix.

I say easy because it’s stuff that most people can test and can go to you, or your local web development company, to fix.

 

Speed – I feel the need, the need for…

 

The speed of your website is paramount to rising up the rankings on search engines. If your site is slow, people will leave. Basically, we know that people are impatient, because if they clicked on your link from an organic search, they know that there are 4 million other results to read simply by hitting the back button. If your website is taking longer than 4 seconds (many suggest quicker, but us Aussies are a docile bunch comparatively) the user can get frustrated. Pingdom has done a great job of researching the correlation between the likelihood of a user bouncing as time goes by.

 

Things you can probably do in house:

  1. Optimise your images – If you have 2000px wide image in a 300px wide box you need to resize. It is just a waste and will not look any better.
  2. Redirects – If your landing page has a redirect, a browser has to execute that before it can start loading. If it then has to redirect to a mobile page such as m.domain.com (more on mobile sites later) well then it will have to execute that one as well.

 

Things that you might need help with are:

  1. Enable compression, optimising css, removing renderblocking JS and leveraging caching.
  2. Learn more about page speed with google here and test your speed with pingdom.

 

Mobile – Being mobile is the new agile

I mentioned mobile above, but it still bears repeating that if your website is not responsive yet, make it so. We know that mobile accounts for well over 50% of all searches, and search engines like to send their searchers to websites with a good experience for the operating system that is being searched on.

 

Good design is good

57% of people won’t recommend a business or brand with a poorly designed mobile site. Ouch! Imagine your shirt not being pressed being the reason you missed out on a new client. A bad user experience can quite easily cause lack of interest in your website. People won’t link to, and share, bad content.

 

Design is not just limited to the overall look of your site, it’s your individual pages as well. If you have a new page or blog entry, make sure it’s not just a mountain of text; make it easily consumable, some simple suggestions are headlines, bullet points…

hang on

  • headlines
  • bullet points (yay)
  • imagery (appropriate imagery)
  • videos
  • a readable font (size, colour and style)
  • provide a CTA and sharing options

 

 

SEO – ESOteric or essential

SEO might seem like a bit of voodoo, but there are tried and true methods that can help boost your rankings, and in turn boost your traffic. SEO will help by making it easier for the engines to crawl your website, read your images, etc. but a good strategy will also help your website offsite by making sure there are no bad inbound links and create good high quality inbound links.

 

Keywords: this can be considered part of your SEO strategy or your content strategy, but once you have discovered who you are writing for (ideal customer/s) and what they are searching for, you will then have a pretty clear idea of what your keywords should be. Also spend some time on how you will use these in longtail search.

 

Influence the influencers

Speaking of inbound links, ask your favourite industry influencers to share your content. If it’s good, they will want to share it because it looks good on them to share good work. Ask nicely and engage them with why you think your content would work for their audience. No is the worst thing they can say.

 

You’re still reading? I haven’t scared you off yet? Well… the above was the easy part, and the ugly truth for why you might not be getting any traffic, is that your content is bad. There I said it… it had to be said…

 

Content is king

The more people like your article, the more they will want to share the article and things will just snowball from there. It’s hard… it takes time… and if you are not dedicated to the process, it’s pointless. Quality over quantity always!

 

Practice makes perfect – you won’t hit it out of the park on your first attempt, but then again you don’t have to publish your first attempt. Or you can publish it and learn from mistakes.

 

Writing copy that opens your brand up to new audiences and creating copy that will turn your leads into clients, isn’t something you can do half-heartedly. It’s a skill, and like any skill, it takes dedication to learn.

 

So what have we learned

The easy part – making your content as accessible to your targets as possible

The hard part – making your content creative, convincing, informative, entertaining, compelling.

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Photo by Cris Ovalle on Unsplash

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Why Doesn’t My Mailchimp Click Equal My Google Analytics?

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WHY DON’T MY MAILCHIMP CLICKS EQUAL MY GOOGLE ANALYTICS?

The above question, or variations thereof, come up often when talking with clients (and family and friends that want to bend your ear at a get together).

On a side note, I feel for the doctor oft cornered at a party with requests like, “could you just have a look at this mole?” Working in digital marketing, I am more and more finding myself answering questions from IT to Print: ‘I think I have a virus on my computer…’ to ‘how wide should my letterbox drop go?’

But enough about my dazzling social life – back to the job at hand.

Why do I have more clicks and less sessions on my analytics?

It comes down to a fairly mundane answer.

First of all, we make sure that the figures we are talking about are correct. Every once in a while you get a zero from analytics only to find out that a client’s landing page didn’t have the Google Analytics (GA) tracking code on it.

Then, if we are indeed trying to compare apples to apples, it’s usually due to a combination of factors.

But the main contributors are:

  • Click and close: A user may click on the link and then close the page before the page has loaded, which means the GA tracking code didn’t have a chance to register a hit on Analytics. This can happen because the user accidentally clicked the link, your server is slow, they have slow internet and gave up, or they just simply changed their minds. Also, it’s a good idea to have your GA code near the top of your page so it can load quickly and thus track that click… even if it is a bounce.
  • Multiple clicks: A user may click the link multiple times in succession. Like with ad servers, your mail distributor will track all the clicks instantly but GA will only record a session every 30 minutes. So, if a user went to read an article on their computer, changed to another page and then went back to the email to click on the link again to finish reading the article, Mailchimp will have registered two clicks and Google only one.
  • Road blocks: Many people wittingly or unwittingly might be throttling your analytics via use of a browser setting like switching off javascript (js) or having a technology or add-on for their browser that actively blocks GA.

So unfortunately, like with many systems, it’s not perfect, and your numbers will not often marry up 100%. But there should be some consistent differences which will let you extrapolate findings to see what’s working and what isn’t in your emails or other marketing endeavours.

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My Week With Drip

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My Week With Drip

Automation Software Review

Drip is one of the many marketing automation platforms out there. I had heard good things so I decided to give it a go and see if the rumours were true.

 

Initial impressions

Signing up and setting up the account was a breeze, although many in this day and age hate giving away a credit card in the free trial period. I continued.

Choosing an automation platform is a daunting challenge for most people. With so many options, it’s hard to know which one is right for you. Even though you may think when setting up the account, it’s easy optimising it for your company, it’s not. It takes hours, and honestly, if you are time poor you might make excuses not to do it…

But the time poor are the exact ones who should be making the effort. If you can carve out some time to start thinking about your marketing other than a second thought you might realise how, with a little gumption, you can save yourself loads of time in the long run.

Imagine being able to sort the tire kickers from the genuine leads without doing anything.

Oops went on a tangent about martech in general, back to Drip.

It has all the expected options.

 

 

Campaigns (with A/B testing options) for all your EDMs.

Broadcasts – one off emails (bonus resend if unopened after a certain amount of days).

Subscribers – upload your database here and new additions nestle nicely into your predefined terms.

Forms – Get information about your users, get more subscribers.

Automation – Broken into Workflows and Rules.

Analytics – Bird’s-eye view and campaign level metrics.

 

Using it

So, the tools are simple and the design is intuitive, but if you feel out of your depth there are instructional videos for practically everything.

 

This is where the time churn comes in – setting up all your automations with your new powers.

You want to get your campaigns just right so it will take some time. But you can also set up some very basic flows to get you started or use Drip’s library of templates. There might be a little customisation on your end to make it perfect for your needs, but most of the job is already done for you.

Integrations

You will have to have a look through to see if it will work seamlessly with your current systems (or work well enough to jettison some). But overall it has a solid amount of integrations for a beginner (e.g. FB lead ads, SumoMe, Eventbrite and Instapage) and will actually help push you in the right direction for other services you might not be using yet.

 

Pricing

It is priced fairly compared to competitors in the same space. A bonus is the free starting point for a complete beginner (less than 100 subscribers), but if you are dedicated to using your flows and putting your best foot forward in your other marketing endeavours, you won’t be <100 for long.


Summation

Drip is a solid automation tool with a good amount of customisation and, whilst not enterprise level, it does a great job of providing you the tools any SME would need, much like Wishpond, and has many offerings alongside the bigger players like Marketo and Hubspot.

Did you like this review? Let me know if you would like more reviews on automation software? Would you like more detailed information in a review or was this just about right? Hit us up on info@remembercreative.com

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The 7 deadly sins of bad content

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We’re shining a light on what makes bad content … we’re naming and shaming a few sinners.

BAD CONTENT SIN #1 – PLAGIARISM: SAME SAME BUT SAME

Your content should set yourself apart from your competitors. There are many platforms for you to check your content for plagiarism: a couple of good ones are Grammarly.com and https://www.copyscape.com/. Sometimes plagiarism is a genuine accident. Our advice, get in front of the situation as soon as you are made aware of it and apologise to owner of the content. And then sometimes it’s blatant:

via Just Creative

BAD CONTENT SIN #2 – KEY WORD CURSE

How many ways can I mention Sydney, Plumbing and CBD in a paragraph? This shouldn’t be anyone’s aim when writing … the answer, by the way, is 5. According to another plumbing website I was on, they had the gall to have anchor text “plumber in Sydney” and “Sydney Plumbing” on the same line, both linking to the URL I was already on … bravo!

BAD CONTENT SIN #3 – JARGON – MY PERSPICACITY KNOWS NO SATIETY*

Part and parcel of the above is speak in a language your readers understand. If you are writing for the average punter, steer clear of theoretical physics but if your business is Nat’s Aeronautic and Space Agency, by all means, go right ahead.

“…The large mass of Wand Z particles is the reason why weak forces are called that way: the mass of these vector bosons is a hindrance to their ability to mediate long-range interactions…” (from Science 2.0 a fascinating read for the eggheads among us)

People are likely to misinterpret or just get bored quickly

Jargon also leads into technical or difficult language like using $10 words for no reason. There are many readability tools out there. Flesh Kincaid Reading Ease score is a determination of how easy your content is to read based on school grade level. There’s a reason why the “Dummies” books are successful.

BAD CONTENT SIN #4 – UNINTERESTING: MONOTONE DRIVEL

Email copy that makes you reach for the delete button before the first sentence is fin…

It’s time for a game – open your junk folder, click an email at random. Here is mine: first sentence first paragraph:

On the occasion of festive season currently I am running with following offer for you if you are looking for developing a e-commerce website for selling your products online.

Apart from the fact that I already work for a digital agency and not in need of help with our digital, I doubt the copy would be compelling even in their native tongue. The subject was equally bamboozling: “want to achieve..”. No question mark, two fullstops, no capital letters just want to achieve.. – it’s impressive when you think about.

BAD CONTENT SIN #5 – POOR TIMING

We often think of ways to include content around a current theme whether it’s an automated Birthday discount or Xmas special. But it works the other way around as well.

I probably don’t even need to mention it, but don’t run a bucket list competition telling us the places you want to visit before you die if you’re an airline that has had two plane disasters in recent memory. No one would be that silly would they?

via Digiday

BAD CONTENT SIN #6 – UNFOCUSED

Always remember who you are creating content for. Whether you are writing for a broad audience, or a specific audience, make sure you are putting yourself in their shoes.  If you’re not focussing your content on the reader and their needs, then they won’t read it!

Also, trying to link or associate your brand with a cause needs to be done in a focussed way. Being audience focussed when creating content is also not treating them like a idiot, lest we forget this doozy from Woolworths a couple of years ago:

BAD CONTENT SIN #7 – MEASURE TWICE, CUT ONCE

OR READ TWICE, PRESS SEND ONCE

For the love of god – Just reread once before you press send 🙂 See if you can spot the error in the below post from influencer Scott Disick.

via Refinery29

Make sure you fact check your sources and that any facts are sound.

via Business2Community

This is not just confined to content writing, it can be your design as well. Starbucks is a master at many things but this one wasn’t well thought out.

via buzzfeed

And, of course, sometimes there’s nothing you can do but laugh.

via bored panda

 

BUT WAIT THERE’S MORE

We know Seven Sins was enough for the bible, but how ’bout a couple of bonus ones. #8 can lose you new business and #9, well, it can lose you a whole lot more.

BAD CONTENT SIN #8 – DID YOU GET THEIR DIGITS? CALL TO ACTION

I don’t think I need to say this to you fine folk, but I would advise having a call to action in anything you create.

I saw this ↓ on the street a few weeks ago.

Wow, I really need an engraver let me just give this person a call… umm no phone number… I’ll email them… nup, not that either… hmmm I guess I could just wait next to their car until they come back.

 

BAD CONTENT SIN #9 – WALK THE LINE, DON’T CROSS IT

Feel free to be a bit cheeky, risk is often worth the reward. But then again sometimes take a long hard look at yourself in the mirror, and ask “Is this risky or inciting criminal activity?” Bloomingdales we’re looking at you …

via Washington Post

*Gotta love a good Simpsons quote

via GIPHY

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Is content marketing the key to SEO and SSM?

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CONTENT MARKETING: THE KEY TO SEO AND SMM?

Content Marketing, SEO, SMM

 

People think these terms are mutually exclusive …

 

“Content is king”

“SEO is critical to your website’s success”

“How many followers do you have”

 

Every one has a mantra around these efforts but they really are intertwined.

Without being an equal triumvirate as content is the glue that sticks them all together.

 

If you are creating content and putting it on your site you are effectively practising SEO. If you then share the post on social media, you are practising SMM. I mean it’s all fairly elementary.

 

SEO is proving to Google/Bing etc. that your page is what their users are looking for when they search for something.

SMM is proving to Facebook/Twitter et al. and their users that your stream is something that they’re interested in and what other people will be interested in.

Content Marketing is creating something that is interesting to the types of people that you want to engage with.

 

OK, analogy time. Remember when we used books … those thin rectangular things … y’know the good ole days …

A lifeline in times of need, you would get this yellow book that had yellow pages and look for a specialist in the area you needed help. And then you would pick up the telephone and dial the number of someone that you had found in the list on the subject.

 

This is Google, Bing.

 

In times of Yellow Pages, the only way to differentiate yourself from the pack was  through money. You could buy more space in Yellow Pages or trickily you could name yourself A1 Furntiture, AAA Marketing, A+ Travel Consultant… you see Yellow Pages were sorted alphabetically so some geniuses were smart enough to specifically choose business names just for the fact that they started with an A and nothing to do with a grading system. People are always trying to game the system… people are always trying to game google as well.

 

Just like the Yellow Pages, Google can be bought although, rather than getting a shinier bigger ad than everyone else, you can be the first ad a user sees just by paying the most with PPC. Google clearly states that those are ads and they spend the rest of their space on trying to give you a page that relates to your search as much as possible. Rather than just giving you a list in alphabetical order – it analyses every page that wants to be followed by it and judges it. Google will give you brownie points for your content being laid out nicely and documented correctly, just one facet of SEO, but it’s main aim is to rank content based on the usefulness of a particular search term ie. keeps people on a page and refer to that page as a source.

 

Speaking of Yellow Pages and using phones (the ones that had a cord in them that wasn’t for charging), people used to use them to ask other others what they thought on a subject, who they used to fix up their car, to organise a get together or even just to find out how they were (insane, right?).

Apart from being weird back then it also helped them feel connected. Now we have social media to keep in contact with everyone … seeing as everyone is connecting there why wouldn’t a brand take the time to say “Hey, are you interested in what I do? Let’s be friends”

If venting on the phone to your friends wasn’t enough, you would write a letter either in the form of an op-ed or to the cause of the bereavement. That’s when you really wanted to let a company or a friend have it. Nowadays where do you go? Social media!

When you got something new, you had to tell all your friends in person, then came the phone, and now … you guessed it … social media. People are living their lives on social media, so it would be remiss of any company not to be there as well.

 

At the end of the day, search engines and social media are platforms that take their cues from numbers, it’s a popularity game.

 

They’re where people go to spend time and find solutions – we create content to keep them engaged and show that the solutions you provide are just what they need.

So that takes up most of our time online, but we also have favourite websites and emails that we read – so content marketing comes in again through your owned audience, in your database and website users. Your content is keeping your customers enthused about your brand – this content is the engine that runs your current audience, referrals from them to other people (among other things on social media) and your ability to be featured in Yellow Pages AKA search engines.

Content marketing touches and informs everything you will do online and offline; and will even help direct sales endeavours. SMM and SEO need content to thrive so if you’re thinking about ongoing SEO or SMM, make sure your strategy is centred firmly around content that is engaging, informative and valuable to your ideal customers.

If you’re struggling with figuring out who your ideal customer is, how to build a strategy or creating great content that will see your enquiry rate skyrocket, drop us a line.

FIND OUT HOW WE INCREASED A COMPANY’S FACEBOOK FOLLOWING BY 100% WITH ONE POST.

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Should you really be spending on social?

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SHOULD YOU REALLY BE SPENDING ON FACEBOOK.


You have to spend money to make money, right? In it’s truest sense, we should probably remove the first “money” from that sentence: You have to spend to make money. Because you can quite easily spend time and make money. And of course the reverse is also true. You sell to make money whether it’s the goods and services you sell to make money and, if you’re a government that doesn’t truly understand (or perhaps care) you can sell some of your infrastructure which is vital to your ongoing revenue, for short lived but immediate gain.

Marketing is spending three things to make money.

  • We spend money to make money via advertising.
  • We spend our mental energy on creativity and ideas.
  • We spend our time on pulling it all together in a strategy.

Today we are focussing on advertising and in particular, Facebook advertising.

The main reason why you should spend money on Facebook is simple … it works.

We have all seen the organic reach of our Facebook posts being throttled in recent years. Me, being the petty person that I am, immediately thought why should I reward Facebook with more ad spend if they are hurting my organic reach? It’s a reasonable question, why should I? If you’ve already forgotten – it works.

Facebook doesn’t need to apologise for monetising its platform, in fact it’s a testament to Facebook that they have been able to do so seamlessly and at a time when many other social platforms are struggling. Did you know that Twitter has never made a profit (a statement I may no longer be able to say in 2 months time)?

The reason why it works is no real secret. It’s audience segmentation. Traditional media outlets had demographics and those demos were bible. You could be assured that the typical audience of a TV show, say, a day time soap would be mums wanting to buy groceries and perfume for the longest time. This was done by surveying a select group of people and extrapolating that over the entire TV watching public.

Audience segmentation has grown a lot since the days of broad age brackets and gender. Take a cursory glance at Facebook and you’ll notice that you have many segments to choose from: age, sex, location, education, religion, interests and other page likes (perhaps even target your competitors followers). You can determine political beliefs, job titles, marital status and not only that, Facebook will tell you exactly how many people your ad was served to.

And to top it all off, it’s still cheaper than traditional forms of media. Time will tell whether social media advertising remains cheaper – supply and demand will dictate the trend especially as internet advertising was to surpass TV advertising this year.

If you want to tackle the minefield of creating great Facebook ads, Pia Silva has some good tips for what not to do. Just like governments selling off infrastructure to save a bob, we often see is businesses looking to save in social. Thinking they can do it themselves or skimp on content but in the end if you want Social to work you have to invest in your audience and give them what they want to see.

As this Buffer post suggests:
if you can’t design, find a designer…
if you can’t write, find a writer…
if you can’t be a social media manager, find a social media manager…
well, what do you know, we do all three 😉 Let’s grab a drink and have a chat.

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