How to Optimize Copy for Mobile

The Mobile Content Series is supported by Mygazines, the better way to enhance and distribute brochures, catalogues, newsletters and other documents on every device. To complement this post, view an exclusive videocast, “Mobile Content Delivery: Native App Vs. Web App”.

When writing copy for any medium, it’s easy to drown in a sea of lead-ins, clever anecdotes and introductory sentences. There’s hardly time for that on the web. Marketers don’t have the luxury of leading up to anything. The only option is to be direct.

Website visitors typically won’t read big blocks of copy — they want to get in and out and move on to the next site. Think of copywriting for mobile as distilling down web copy even further. If web copy is skimming the cream off the top of the milk, mobile copy is skimming cream off of the cream.

What Makes Mobile Unique?

Users on the web are notoriously distracted and hop around from page to page. Mobile users are distracted even further. Their devices are buzzing with push notifications from their apps, text messages and emails are constantly popping up on the screen. They might be standing in line at a grocery store, waiting for a movie to start, in a taxi, in an elevator or walking down the street. These scenarios — and mobile use in general — are defined by three key factors:

  • 1. Pockets of Use. Picking up their mobile device is a secondary task. They’re just trying to fill up a pocket of time while doing something else. Users have just a few moments to check their phone or look up a piece of information while they’re completing a primary task (waiting in line, elevator, etc.).
  • 2. Perpetual and Inherent Distraction. Traditional web users may face distraction from email, chat and the infinite number of other webpages they could be on, but when those users land on a page, they typically stick around until they become bored or want to check out some other piece of information on the web. Mobile users, on the other hand, face perpetual off-device distractions — use of their mobile device is secondary. Byrne Hobart, founder of investment research firm Digital Due Diligence, observes that mobile marketers are “writing for an audience that’s in the middle of something else.” They might be waiting for their subway stop, their floor on an elevator, their line to be called at Whole Foods, a friend to show up at a restaurant. Point is, the number of off-device distractions for mobile users is limitless.

NOTE: You can read the full article when you follow this link- https://mashable.com/2011/06/14/optimize-mobile-marketing/#VOK5EBY6T8qH

Inside Scoop on Copywriting Trends in 2018

THE FUTURE OF COPYWRITING: 5 COPYWRITING TRENDS TO WATCH FOR

I’m back with my crystal ball (aka angel snow globe) with a few predictions on copywriting trends to watch for in the wacky world of copywriting over the coming year.

But, before I dig into those copywriting trends, let’s define what copywriting is.

Copywriting is writing promotional materials for businesses, nothing to do with protecting intellectual property or putting a copyright on something (notice the difference in spelling).

My specialty is a subset called “direct response copywriting,” which entails crafting copy that your ideal prospects directly respond to. For example, when you write an email asking your community to click on a link, you’re writing direct response copy. Those long sales letters you’re scrolling down forever, all-the-while asking yourself, “How much does this actually cost?” and wondering if anyone actually ever reads those things anyway … yep. That’s direct response.

(And by the way, the short answer is yes—people read them.)

The Internet is littered with direct response copy, mainly because it’s a fabulous way to leverage yourself and your marketing efforts, especially when you’re using the Internet to market yourself. Direct response copy does the selling for you, so you can market and sell yourself one to many.

But, as much good as it does, people still hate it. That’s partially because traditional direct response copy uses a lot of fear-based triggers (which doesn’t feel very good). It’s also because a lot of people just hate writing, and would rather not do it at all. (It’s okay if this is you, we’re all friends here.)

Needless to say, there’s a lot of misinformation around the future of copy, so I thought I’d take a moment to sort out the facts from the fiction—and what better way to do that than by talking about five copywriting trends I see happening now?

NOTE: You can read the original article when you follow this link- http://lovebasedbiz.com/2018/01/23/future-copywriting-5-copywriting-trends-watch/

Six Content Marketing Trends that Will Dominate in 2018

It’s a new year and content marketing continues to grow as the cornerstone of all marketing. According to a benchmarks and trends report from the Content Marketing Institute, 62% of B2B marketers in 2017 reported that their content marketing strategies are more effective now than they were in the previous year.

So, what content marketing trends should smart content marketers and business leaders be paying attention to in 2018? To springboard your B2B and B2C content marketing efforts, here are six significant trends to inspire your strategy for the year ahead.

1. Boosting content quality

Create a powerhouse of content. Many brands and agencies are pumping out branded content, but the quality should be questioned and continually reviewed. Producing a higher level of polished, professional-looking content will provide a better customer experience and stronger incentive to opt in. This effort can include localization, storytelling, filtering capabilities, and diversification of content. Your high-quality content should inform, entertain, connect emotionally, and strengthen customer relationships. By increasing the quality and relevance of content, you can build a group of potential buyers who trust your brand and will soon convert into customers.

Ultimately, marketers shouldn’t have to choose between the quality of their content and the quantity. It is possible to get both when you approach your content creation with the right strategy in place. Plan well and you’ll see the results and quality rise to the top.

2. Transforming the journey from selling to customer experience

Customer expectations have elevated to demand superior experience from any business they engage with. Unfamiliar demands are being placed on brands and they need to know how to weather this change. Incorporating the voice of the customer into resonant content to generate emotional moments is vital to a delivering a frictionless journey.

There are a considerable number of opportunities for brands to interact with customers, and new technologies are helping to put marketers at the helm. For example, using visual language (pictures and videos) is one technique that is helping brands create, interpret, and analyze data through the customer’s eyes. By collecting and analyzing user-generated visual data, brands can reveal the impact at every customer experience touchpoint to help generate emotional moments that transform the traditional journey.

3. Operating as a profit center

Traditionally, marketing can be viewed as a cost center. But we know from experience that marketing is quickly becoming a source of growth and productivity. Gone are the days of marketing acting merely as a creative arts and crafts department. It is quickly becoming a significant, influential, and multifaceted profit center.

By having skin in the game, marketing can embrace its role in driving measurable and scalable revenue-centric objectives. It is a fundamental shift in business culture—and it won’t be an easy transition. Having the right set of skills and technology to generate measurable returns will be essential.

4. “Alexa, what is content off the screen?”

Content is no longer confined to being on-screen. Voice-controlled devices are today’s hottest technology. Siri, Alexa, and Google Home are impressive examples of this trend. These voice assistants help us write, shop, find answers, provide suggestions, and can even (quite literally) save our lives—as seen in how the American Heart Association is taking advantage of voice-activated services to help reduce delays in medical care for heart attack and stroke patients.

This new adoption of a connected lifestyle with smart home technology and device pairing is making it possible for B2B and B2C brands to interact with their customers both hands-free and eyes-free. However, you should also explore voice-enabled video content to complement the voice experience. The release of Amazon Echo Show demonstrates how quickly this platform is evolving the customer experience.

5. Building trust through behavior

Consumer trust in brands is shifting. Brands are operating in an environment where trust in corporations, advertising, and political leaders is diminishing rapidly. Getting to the truth and being truthful has never mattered more to marketers. By cultivating trust, a brand can build a foundation for its reputation and for meaningful engagement over time.

Building trust requires a deep understanding of consumers through an open dialogue with them that uses data, experiences, interactions, and listening.

6. Video is still a big deal—plus all things visual

There are so many ways to create content but visual content is rising to the top quickly. Not just video—interactive, virtual reality, live-streaming, and 360-degree videos. If you’ve been holding off on video and visual content, now is the time to shift your thinking. The continued growth in popularity of visual platforms such as Instagram, Snapchat, and YouTube is evidence of that trend. With so much content flowing from so many brands, marketers need to up their game to get attention. Whether it’s a closer look at your products or a behind-the-scenes review of your company culture, you can take advantage of visual content in 2018 to help you create value for viewers and increase customer engagement quickly.

In conclusion, as the industry pivots and expands, content marketers need to keep up on trends, technologies, and innovative ways to market and grab the attention of their consumers. Any major trends missed? Let us know in the comments below.

 You can read the original article by Andrew Martin when you follow this link-

http://www.econtentmag.com/Articles/Column/Marketing-Master-Class/Six-Content-Marketing-Trends-that-Will-Dominate-in-2018-122598.htm

4 Top Trends in Customer Centricity

4 Top Trends in Customer Centricity to Drive Digital Marketing Success in 20181
Caitlin Burgess on Jan 15th, 2018     Content MarketingDigital Marketing

Consumer Trends Marketers Need to Know

Ask any digital marketer if they’ve been able to set their strategy on autopilot over the past decade, and I bet you’ll get a laugh or two—as well as an emphatic “No.” If we’ve learned anything it’s that the digital landscape is simply too fast-changing to keep the business as usual mindset.

But while the global rise of the internet, the explosion of social media, and the development of mobile technologies and other digital tools and platforms are undoubtedly “to blame” for the constant state of change we operate in—it’s really the everyday use of these innovations that requires our flexibility and attention.

Simply put, thanks to these modern essentials, our behavior, expectations and attitudes as consumers have changed—and they’ll continue to. The mobility and network access enabled by mobile phones and tablets, coupled with the incredible amount of content now available (thanks content marketers), means consumers now have the majority stake in developing their own customer journey.

In fact, last year comScore reported that users spend an average of 69% of their media time on smartphones—and other research shows that the great majority of people use the internet and mobile technologies to research products before they buy.

But what’s the next stage of evolution in consumer behavior? And how can digital marketers adapt their strategies to fit with consumers want and expect?

Below we highlight some of the consumer trends that will have (and are already having) a big impact on digital and content marketing in 2018 and beyond.

#1 – Voice-activated personal assistance will continue to shape consumer behavior.FacebookBufferPinterestTwitterLinkedIn

 

 

 

While voice-command technology began to emerge in the early part of the century, it’s taken on new life over the past couple years thanks to the emergence of mobile personal assistants, and the birth and increasing adoption of tools like Amazon Echo, Cortana and Google Home.

To put it simply, these voice-activated technologies just make life simpler. According to Think with Google’s research, the top reasons people turn to voice-activated speakers are:

  1. It allows them to more easily multitask.
  2. It enables them to do things faster than other devices.
  3. It empowers them to instantly get answers and information.
  4. It makes their daily routine easier.

What does this mean for brands and marketers? Google says their research also shows that people welcome brands to be part of their experience, and they’re open to receiving information that’s helpful and relevant to their lifestyle.

Understanding the Evolution of Consumer Behavior in 2018

consumer behavior

In this article Hannu Verkasalo, CEO, Verto Analytics examines the amount of time consumers spend on social media, communications, and entertainment apps – along with the impact of multitasking on the consumer mobile journey and how that shapes their behavior

Consumer behavior is always changing – just think of how consumers spent their time online 5 years ago, compared to their habits today . And with new advances in personal technology (i.e. moving from iTunes and music downloads to Spotify and music streaming), it’s becoming increasingly important for marketers and advertisers to understand where and how consumers spend their time.

The evolution of consumer behavior is a moving target, which means brands, marketers and advertisers must adapt not only how they measure the usage of new devices and surrounding services, but they must anchor measurement to the individual consumer to observe and align with changing cross-device habits. Based on Verto Analytics’ findings and analysis on consumer behavior, reflecting proprietary Verto syndicated audience measurement data gathered between 2016 and 2017 from U.S. adults aged 18 and above, we’ve identified two significant trends about how consumers spend their time online that will strongly impact brands, advertisers, agencies, and digital publishing companies in the coming year.

Time spent on apps – which apps are on the rise or decline?

While the amount of time that users spend online has remained relatively stable over the past 12 months, Verto Analytics data shows that consumer attention and engagement is beginning to shift when looking at specific content categories and device use cases . In other words, the allocation of time is changing more rapidly than the absolute total time spent on these devices!

Unsurprisingly, communications and social media sites and apps like Facebook, Snapchat, and Gmail attracted the greatest percentage of consumer online time over the past year: as of July 2017, consumers spent more than 41% of their online time in this app category (an average of more than 25 hours per month). However, the amount of time spent per user in these apps and sites is beginning to show a slight decline. While this decrease in time spent is relatively small (less than 1%), it may indicate that social media is starting to lose its grip on consumers’ online time. Consumers are using also other services on their devices, and this results in the social media category to see some decline in terms of relative time allocation.

For example, although entertainment sites and apps account for only 11% of the amount of time people spend online overall , this category enjoyed an increase in user numbers between the months of November 2016 and February 2017. The app category also saw a rise in the amount of time spent per user, to 11.5 hours per month, indicating that these apps may be doing a better job of owning the consumer viewing experience on their own terms. While properties like YouTube, Spotify, and Netflix reign supreme in this category, 2018 could force competition from social media platforms like Snapchat, Twitter, and Facebook, who are also repositioning themselves as content creators and entertainment providers.

As we head into 2018, the intersection between total time spent online by the average consumer and where they spend the most time will be a key trend to watch. These engagement metrics are something that advertisers, marketers and publishers need to know when considering where and when to reach their targets.

You can learn more when you follow this link- https://www.martechadvisor.com/articles/marketing-analytics/understanding-the-evolution-of-consumer-behavior-in-2018-and-beyond/

What is Business Coaching? Small Business Coaching for Entrepeneurs

What is Business Coaching?

Business Coaching is a 1-1 focused discussion targeted to helping you improve your performance and grow your business. Business Coaching is also often referred to as Executive Coaching. The “work” and approach is primarily the same in both, but business coaching is geared to the business owner; whereas, executive coaching is geared to the executive level manager inside an organization.

In my practice, I coach entrepreneurs including franchisors, franchisees as well as independent business owners, but for simplicity sake, I refer to both scenarios as “business coaching.”

Difference between Business Coaching and Business Consulting

business coachingBusiness Consulting accelerates your business growth through focusing primarily on creating customized strategies, methods, plans, structures, systems and tactical planning for your specific business or organization.

Common business consulting services I offer include:

  • Business development / marketing strategies
  • Business plans
  • Franchisee performance development
  • Increasing employee engagement
  • Increasing staff retention
  • Recruiting top talent
  • Sales force recruiting, development & management

Business Coaching, on the other hand, works on developing your soft skills which is also often referred to as the “psychology of success”. Business coaching explores shifting your mindset and perspective on your business which then allows for powerful breakthroughs in strategic direction of your company.

You can read the full article when you follow this link- http://paramountbusinesscoach.com/what-is-business-coaching/.

 

4 Ways a Coach Can Help You Lead Your Business to Success

Jeff Boss

Jeff Boss
– Guest Writer
Entrepreneur, Executive Coach, Author, Speaker
 4 min read
Opinions expressed by Entrepreneur contributors are their own.

Finding a competitive advantage for your business is one thing. Sustaining it day to day is another. The perpetual grind of performance improvement can be overwhelming to say the least. Hell, getting out of bed is sometimes too much to think about.

The process of continual renewal for individuals and organizations is never-ending, which is exactly the reason why soliciting an external party in the form of coaching can help lead your business towards lasting success.

1. Eliminate tunnel vision

Whether it’s a life coach, leadership coach or business coach, having somebody with an array of diverse experiences only helps broaden your own awareness about yourself, others and the competitive landscape. Nobody learns in a vacuum — we learn through knowledge sharing that’s dependent upon relationships.

Think about it. When you read, you have a relationship with the author and you either adopt his or her viewpoint or not. When you travel, you have a relationship with the passenger sitting beside you — positive or not. In either case, you acquire new information that broadens your awareness.

You can read the full article when you follow this link – https://www.entrepreneur.com/article/243328.

 

Coaching: the Best Kept Secret as an Entrepreneur

A good coach can turn raw talent into refined expertise and refined talent into renowned success. But how do we bridge “the coaching gap”?

Coaching: The Best-Kept Secret to Growing as an Entrepreneur

Photo Credit: Shutterstock

Zach Ferres
– Guest Writer
CEO of Coplex
 6 min read

A Note From The Editor

Think your company has what it takes to make our Top Company Cultures list? Apply now.

Apply now »

Opinions expressed by Entrepreneur contributors are their own.

Sometimes, a change at the top can be the difference between a perennial loser and a surprise contender. For proof, look no further than the Los Angeles Rams, a team which less than a year ago wrapped up a 4-12 season that included a midyear coaching transition.

New coach Sean McVay appears to have energized his players, helping the Rams capture momentum that was completely absent when the team lost seven consecutive games to close out the 2016 season.

Yes, the Rams play football, but there’s a lesson there for startup and small business owners. Because, like professional athletes, entrepreneurs perform better under the guidance of great coaches.

great coaches.

And the news there is good: Due to the competitive advantages entrepreneurs enjoy from expert coaching, the marketplace for coaches has started to swell. According to the 2016 Global Coaching study by the International Coach Federation and PricewaterhouseCoopers, global coaching revenue was estimated to be about $2.4 billion in 2015, besting 2011’s figure by a substantial 19 percent.

Not to mention what’s happening with the bigger guys: Up to 40 percent of Fortune 500 companies now work with executive coaches, according to consulting firm Hay Group.

Yet, while executive coaching has gained traction, many startup founders lack access to high-quality coaches. The paradox? They can’t afford an experienced coach, but need one to be able to build their companies to the point of being able to do just that.

You can read the full article when you follow this link- https://www.entrepreneur.com/article/303361.

 

Mens Coaching Foundations 1: Challenge Identification

Coaching Foundations 1:Challenge Identification

Photo Credit: Men’s Coaching Foundations

NOTE: If you haven’t already read the article ‘The Problem with Men‘, please do that first. It’s necessary background information for delivering effective coaching.

You can’t fix a problem until you know what it is.

Well, actually, that’s a lie. You can fix a problem without knowing what it is. You can keep trying different methods, techniques and tools until you accidentally stumble onto something that seems to work and the problem seems to vanish.

I know this because before I knew what I was doing, this was my approach.

I would try and try and try and eventually (most of the time), the problem would vanish.

The problem with this is that at best, it’s hit and miss. You’re just throwing mud at the wall and hoping that something sticks.

And at worst, you could be taking the client down a path that not only doesn’t eliminate the real challenge, but actually makes it worse.

You could be reinforcing the very issue that the client came to solve and leaving them with a tougher road ahead.

1. IDENTIFYING HIS DEPENDENCE
The first step in any coaching session is to work out what the real challenge is for yourself. Not to blurt it out and throw it in the clients face, but to understand for yourself, what’s really going on underneath the surface.

You have to work out for yourself, what the client is depending on to have what experience.

NOTE: If you haven’t done it yet, read this article. It’ll help you understand what Dependence is and how it works.

Both of these parts are essential in finding the actual challenge because different people can depend on the same thing for different experiences and also seek the same experience through completely different pathways.

A client could be chasing women because he feels disconnected from people around him and wants to feel connected.

A client could be chasing women because he feels insignificant and thinks getting a woman will make prove that he’s significant and important.

You can read the full article, and learn more about this website when you follow this link to – http://coachingmen.org/mens-coaching-foundations-1-challenge-identification/.

 

 

The Best Training and Workout Gear of Winter 2018

Whether you’re looking for mindful recovery tools, next-level tech, stylish accessories, or durable clothing, you can step up your intensity with these seasonal workout essentials.

by Brittany Smith

Athletic male in warehouse gym

Photo Credit: Rob Hammer/Aurora Photos/Getty

WE SWEAT A lot. Not, like, problematically—it’s just that we train hard, and we train often. We’re dedicated to bringing you the best advice and workouts, and the best clothes in which to do it.

Trust us: When you have the right training shoes, the ultimate playlist, and workout apparel that looks sharp and helps you perform more comfortably, you’ve reached workout nirvana.

Here are the 15 pieces of clothing, tech, and accessories we can’t get enough of this winter.

 NOTE: You can read the full article and see the gallery of clothing when you follow this link- https://www.mensfitness.com/life/gearandtech/best-training-and-workout-gear-winter-2018.