My Digital Insight

Five years ago, if someone said we should use social media to promote our brand, most brands will think that was an excellent idea. Now, social marketing is never a new thing for marketers. Even though many brands have invested so much time and money on social media marketing, the results are not always meet their expectation. Why Do brands always fail on social media marketing? Reason One: Target On The Wrong Group We always to say: "find the target group first". However, did we find the right one?  Many brands find the target group by filtering target customers on some Ads or social media tools. Those research tools may give you some basic ideas about your customer size, income, education, gender, age. But, it never guarantee they are the right target group for your brand.  If brands really want to target on the right group, they need to do a depth customer research. For example, send out market research survey, build customer persona, study target customer be...

No matter how amazing our Ad content is, the final goal is to make people take action. We want people to buy the product, try the service, sign up the email, etc.  These five useful tips can make a strong Call-To-Action (CTA): Have A CTA on Every Page Everything you write should have a call-to-action after all because you are creating a piece of content for a special reason. You want to build engagement with your audiences and get them to start taking action. Therefore, before you start writing, you need to decide what action you want the reader to take. Start With A Verb Start your CTA with action verbs like "start", "try", "download", "shop", "order", "subscribe" or "watch", etc. It will make clear that you are expecting people to take an action. For example, I go to H&M page. Every page and every image has a clear call-to-action word "SHOP NOW". People will understand the purpo...

When I read news, I only scan on news titles very quick and then click on the one which grads on my attention. I believe most people are reading the same way online.  David Ogilvy said:"On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spend eighty cents out of your dollar." That's why we should focus on headline more than content sometime. General headline or bad headline will lost your audience. Even though your content is amazing and informative, it doesn't matter anymore since nobody will read it. Here are five most useful headline tips to make people click on and read more your content.  Start With Numbers Starting your headline with numbers creates a lot of curiosities that people want to click through and find them out. It also build instructions very easy for audience to read because they can scan them quickly. It also creates a very easy structure for you to write ...

As a marketer, we want to sell products in different ways. Nowadays, people love to shop online. They like to explore the products or services by reading some information or reviews. Therefore, marketers have to know how to write powerful Ads to sell more products. AIDA stands for Attention, Interest, Desire and Action. It is a powerful copy-writing formula that works for sales page, blog posts, Google Ads, Facebook Ads, and more. From Google Image Attention If you want people to take action on what they have read, the first thing is to get their attention. You can get their attention by creating a unique headline or subject line or video title.  Interest Once they start to read your content, it's time to turn that attention into interest. Why should them care? Why should them continue to read? How can your content help them? You should hold their interest in the first paragraph, or you will lost them. It is true because people don't have time and patie...

Nowadays, when people want to learn something, they are more likely to search the topic on the search engine and find the related information on the websites.  Normally, users who read content online are less patient and diligent. They usually like to scan the page, skip some long paragraphs and grab the keywords. It is very important to make content more user-friendly.  I found a short and interesting article from  Entrepreneur   which is about  what you could do when your spouse has the conflict with your new business . Now, I am going to use this example to do a brief content evaluation and give you some useful tips on how to make your content more scannable. Tip One: Name an interesting heading to motivate users to read The heading “What to do When Your Spouse Does Not Want You to Open a Business” looks like a sentence. “What to” or “How to” are very popular heading style across the website. It motivates users to find out the solution. ...

Summary: After we create the content, we need to maintain current content regularly.  We want to make sure every piece of content is up to date, accuracy and useful for our users. In addition,  we always want our content are consistent across all the channels. Key Study Notes from the Course: Maintaining Your Living Content: Break up section of your website and concentrate on them Delegate a section to one person or focus on that section for a few week Make sure all the content is up to date Creating a Content Strategy: Content Strategy focuses on: what new content will be adding and updating in following months or next year influencing the direction of the website helping users and SEO Keeping the website relevant Content Governance: It means who owns the content and who has the responsibility and the authority over pieces of content. You need to make sure that your content meets the required level of quality. Your content should be: ...

Summary: In order to write an effective content, we need to know some key elements in the content includes keywords, headings, links, lists, visual, forms and messages.  We don’t necessary to put all these elements in every content, but they are very helpful to improve your content structure, to improve users scannability, and to help SEO ranking. Before we start writing a content,   we need to create a plan  by defining the page topic, purposes of the content, users’needs, keywords, heading and image. In addition, we also want to show a good direction to tell users where they should go next. After we finish the content, we will need to review and edit the content.  We could ask someone to review it and check typos. Or, we could ask a subject matter expert to check accuracy. Moreover, we need to make sure the tone and voice of our content match the brand style. Key Study Notes from the Course: Keywords: Why are keywords important? help user ...