You, Your Marketing and the Role of Psychology

I suspect I’m not the only one gets so caught up in the frenzy of crossing stuff off my to-do list that I lose track of my bigger goal—actually reaching my clients with great information. We need to be sharing insights that will help users do their jobs, showcasing expertise that will make us look like heroes. All of this, of course, has to be immediate—we have three seconds to put this all together to capture audience attention. 

Reaching your audience on an emotional level; identifying the pain

We’re appealing to the emotions of our audiences. Those emotions are processing information five times faster than our brains, and they make a more lasting imprint. Whether you’re writing a blog, a newsletter, an ebook or a social media post, the principles are the same.

If you’re writing a newsletter, the subject line should be reach people emotionally—initiating excitement, urgency—even low-level anxiety. They’re all motivators. 

Our brains love images

• Brains process images 60x faster than they process text; 90% of all data that the brain processes is visual. 
• We form gut reactions in three seconds or fewer.
• We’re much more likely to remember pictures with text than either element as a standalone item.
• The primitive brain is particularly drawn to images of sex, danger and food. Before you begin adding irrelevant images of sexy people eating lavish meals in dangerous situations to your social media posts, know that this is the lowest form of clickbait and has fallen from favor. It lacks authenticity and it’s dishonest. This is not the way to build loyalty.
• We also gravitate to images of people. We are all looking for connections. I write a weekly blog for a legal services company. I thought that for Living Trusts my limited image options included boring pictures of legal documents. I had an epiphany and realized that Living Trusts are really all about people. They are about families, the people we love and want to protect. This opened up a huge resource of image opportunities.
• We read expressions on faces—they become road maps to what we will encounter within. All images of faces get our attention, but faces of babies light up emotion receptors.
• Include a face that’s looking toward you, establishing eye contact, so there’s a sense of talking to your audience, building a relationship. This is also a great place to sneak in a call to action!

Color is a strategic element of your marketing message

Colors and emotions are closely linked. Some estimate that as much as 62-90% of a product’s message is determined by its color. Companies choose colors that they believe will motivate customers to buy their products and improve brand awareness. 

• Yellow activates anxiety.
• Blue builds trust. Strong blue stimulates clear thought, light blue has a calming influence.
• Green is the color of balance and growth.

Let’s make the most of your three seconds to get in front of your audience! 

Contact Top of Mind Marketing. We’re writers and content marketing specialists. 

Facebook, YouTube and Election Security

The Iowa caucus got off to an inauspicious start, but it officially kicked off the 2020 Presidential race. Let’s take a look at how people are getting their election-year news.

Facebook leads social sites as pathways to news 

Facebook and YouTube are the most-used social sites for accessing news—43% of US adults use Facebook and 21% turn to YouTube for their news. 

YouTube is taking a very responsible position on disinformation

YouTube has pledged to remove digitally altered content, alluding to the rising use of deepfakes– media in which a person is replaced with someone else’s likeness. Those with advanced video and photoshop abilities are skilled at swapping out or doctoring photos.  

YouTube will not allow content that:

• Has been technically manipulated or doctored in a way that misleads users and may pose a serious risk.
• Aims to mislead people about voting or the census processes—providing an incorrect date, for instance.
• Advances false claims related to the technical eligibility requirements–claims that a candidate is not eligible to hold office based on false information about citizenship requirements.

Content that violates these terms will be removed

YouTube promises to remove content that violates these rules or that “impersonates, misrepresents, or conceals association with a government.”

Facebook has 35,000 people working on its security team

Founder Mark Zuckerberg made an earlier announcement that Facebook would not monitor political ads because it would be interfering with free speech. A massive outcry appears to have had an impact. Facebook reportedly now has more than 35,000 people working on its security initiatives, with an annual budget well into the billions of dollars. 

After 2016’s Cambridge Analytica meltdown, Facebook apparently has become better able to seek out and remove foreign influence networks. It’s relying on an experienced team of former intelligence officials, digital forensics experts and investigative journalists. These aren’t a bunch of kids with some social media savvy. These are experts across a wide range of disciplines who come with a big collective price tag. 

Elections are being won and lost on social platforms 

Trump and Clinton together spent $81M on Facebook ads in 2016. But social app policy decisions have global impact and these new guidelines are impressive. Yet social is still in the business of driving engagement. They love to promote or host controversial content because it drives engagement and satisfies their performance goals.

Controversial content: The Trump campaign’s specialty

Trump runs Facebook ads that drive users to interactive polls that collect email addresses. In this way, his campaign has been able to collect millions of names, location markers and email addresses. They feed this information into their databanks for ad targeting and email marketing. 

Emboldened by the impeachment results, we can expect more Trump ads to focus aggressively on divisive and sensitive topics that will spark debate on social platforms, further dividing the country. This will delight Trump and his supporters and drive more users to Facebook. 

Breathe deeply. The stage is set for a particularly bitter election-year battle. 

Contact Top of Mind Marketing for help with your marketing strategy. We’re writers and digital media specialists. 

Single-Page Website: The Right Strategy for Your Business?

I’m working with a client who has a new business that he wants to promote. It’s related to his existing business, but we decided to brand, launch and market this as a standalone entity. We also decided that a one-page website was the perfect solution for his online presence—at least for now. 

Is a one-page website right for you?

How does a single page site work? It’s simple. There’s no clicking. Ever. No complex navigation schematic or buttons. Everything lives on one page. All you do is scroll. 

There’s lots to love about single-page websites

• Professional-looking sites; can be built in a matter of hours; they’re easily updated.
• High conversion rates—no distractions!
• Fall within mobile-friendly guidelines, look great across all browsing devices.
• Ideal for those who need a quick site for a promotion–a pop-up event or store. 
• Perfect solution for an artist, for instance, who might be doing a gallery showing. User lands on the site and simply scrolls down the page. 
• Call out contact information on the header and footer, plenty of room for featured information. 
• Ideal way to set up landing page for a campaign.  A single-page site lets you create messaging and efficiently run A/B tests.

Ideal for users accessing information on mobile devices

Another thing that makes this model attractive is that with an increasing number of users accessing information via mobile rather than their desktop computers, information delivery has been reengineered from a formal dropdown schematic with drilldown to one that is less structured and relies on scrolling. A single-page site fits perfectly into this design model.

Drawbacks? You’re missing out on search engine optimization opportunities (SEO)

Single-page websites are designed around a central topic or theme—a keyword–so single-page websites can only target that single phrase. Multipage websites have more chances of ranking higher in search because they’re optimized for more keywords.

Something else to think about: We’re on a site to find more information

On a single-page website, it’s generally hard to find specific, comprehensive content–there isn’t space to create a separate page for each topic. It can be frustrating to land on a site and find a couple of sentences that really don’t provide enough details to answer our questions. For a single-page site, you really need to think about key messaging, then minimize everything else. 

Include a strong call to action

On the other hand, with single-page sites, there’s nowhere for the user to get distracted — every part of the page leads them toward a conversion point, driving more leads and business. 

The right tool for the job: Single-page design deserves a place at the table 

While single-page design won’t take over the future of web design, it likely will continue to be included in web development conversations because it fulfills a genuine need. 

Do you have a business or product launch that would be a good fit for a one-page website? Contact Top of Mind Marketing about a one-page website for your business. We’re writers and content marketing experts.

Want to Show Up in Search? Follow This SEO Checklist

Good content developers have learned to write both for people and search engines, using solid data to reach their audiences. 

But search engines have gotten a lot smarter. They’ve moved beyond individual keywords—they’ve learned to understand context. But writers still need to understand and deploy sound search engine optimization (SEO) principles. Apply this SEO checklist to every blog and landing page. 

Optimizing website content

To help your website show up in search engines, you need to optimize both content and select HTML source code. This includes page titles, metadescriptions, image alt-text, internal links, anchor text, URLs, etc.

The following checklist identifies those things you will need to address for every web page and blog. 

1. Metatitle. This is distinct from the headline on the page’s headline. It acts as a name tag for the web page.
   • It should in a keyword.
   • Maximum length: 50-60 characters.
   • Use your brand name. 
   • Use numbers, if appropriate.
   • Use how, what, why.
   • Provide useful info/create sense of urgency.

2. URL: This is what will show up in the page’s information bar. It’s important because search engines will be looking for this.

• Limit to 3-5 words.
• Include keywords.
• Try to avoid duplicating metadescriptions.

3. Blogpost. Search engines love fresh content, and writing and posting blogs are the best ways to keep your site updated with new content. 

• Use H tags for titles and subtitles: H1, H2 and H3.
• Add buttons and links to your social sites. 

4. Images: Label every image. Include name of your company and image description.

• Use alt tags: Include your company name plus description of the image.
• Use the correct size image for designated space—make sure images are not too big or your site will not load. Recommended sizes: 1500-2500 pixels. Those images you take with your smartphone? They’re generally huge files. If you plan to use these, resize them before uploading to your website.
• Each page should have an image. A carefully chosen, highly relevant image will enhance your story and provide visual texture. 

5. Body. Long-form content helps your site show up in search engines. Google needs words to rank. Think 1,000+ words. At the very minimum, 300 words. Frontload your content, with the most important information in the first paragraph. 

6. Keywords. Use Google’s keyword tool or others. Key in search phrases and see what words/phrases people are using to search for your term. Look for those with low-medium competition and bid price.

• Forget keyword stuffing. Good content is nonnegotiable. Use your target keywords in the first 100-150 words.
• Use semantically related words throughout body of content.

7. Internal Linking strategy. Create internal links among pages where there is a relationship. It encourages readers to stay on your site, drilling down through relevant pages.

8. Webpages:

• Check page-load time—if it takes too long, check image sizes. 
• Make sure your site is built with responsive design, adapting across devices.
• Avoid duplicate content. 

Do you need help optimizing your website? Contact Top of Mind Marketing. We’re writers and content marketing experts. 

TikTok: The Social App that Comes with a Pentagon Warning

If you’ve tuned out on yet another social media application that you’re never going to use, it’s time to take a look at TikTok. TikTok is used to create and share short-form videos. Owned by Beijing-based parent company ByteDance, it was launched in 2016 and has become wildly popular among users, including celebrities, with more than 1.3 billion downloads worldwide. 

TikTok’s popularity is fueled by the fear of missing out (FOMO) and what seems to be an insatiable desire to be seen, to have an audience, if only for a moment. TikTok promises that you can “watch endless videos customized specifically for you. A personalized video feed based on your preferences.” 

But incidents over the past year have caused privacy experts to question how data from TikTok is being collected and used, and whether it’s being censored by the Chinese government. 

There’s that data thing again

In TikTok’s case, you’re sharing data with the Chinese government, and that’s the problem. I just looked at the privacy policy, and right up front, I see that I’m volunteering: 

• My age, username and password, language, and email and phone number.
• If you choose to find other users through your social network contacts (which of course you will—that’s what social is all about), they will collect your public profile information, plus names and profiles of your social contacts.

There’s more, but you get the idea

As a consequence, in a December message to all military branches, the Pentagon said there was a “potential risk associated with using the TikTok app.” It advised employees to take precautions to safeguard personal information. US military branches now have banned TikTok on government-issued smartphones in an effort to secure and defend their networks.

Despite the ban, troops continue to use TikTok on their personal devices

According to cybersecurity experts, this poses many of the same security threats that were present when the app was being used on government phones. 

Spies could use video metadata to track the movements of US personnel, potentially exposing a secret mission or endangering the lives of deployed troops. Phone hacking could expose personal finances, relationships or sexting that makes them susceptible to blackmail. 

A loosely defined policy about social media usage

Policy is somewhat loose; it advises personnel not to do anything that disrespects the Army. As long as they’re not promoting products in uniform, they’re operating within the law. 

More education on TikTok’s risks

Michael Nowatkowski, an associate professor of cyber sciences at Augusta University and senior research fellow at the Army Cyber Institute believes TikTok poses a greater risks than other social-media companies because of ByteDance’s Chinese ownership. He didn’t believe the military had the resources to enforce an outright ban on personal devices. 

Instead, Nowatkowski believes the military should educate troops on the risks of downloading TikTok on their personal devices. To that point, all Department of Defense personnel take annual cyber-awareness training about the threats that social media can pose. It may or may not be enough.

That data thing just keeps popping up. For help with your social media strategy, talk with Top of Mind Marketing. We’re writers and content marketing experts.

Influencer Marketing: Building Trust and Authority

We hear a lot about influencer marketing these days. If you’re paying any attention, you know that you want to be associated with influencers, to seek them out. You also know that you’d really like to be an influencer yourself. 

So what is an influencer? 

At its most basic level, an influencer is someone with a large social-media following. That following represents a lot of purchasing power. Your goal is to build a relationship with that person because you want his/her endorsement. Mentioning you and your great product on a regular basis in the influencer’s blogs and social media posts will help elevate your own status because that person is highly regarded, trustworthy and widely read.

What separates an influencer from a wannabe?

The most obvious differentiator is the size of a social following. But it transcends quantity. An influencer has integrity and experience. An influencer walks the talk, is an industry thought leader and has name recognition.

Let’s say that Sara is trying to be a travel influencer

Sara talks about her fabulous vacations and has a website and travel blog with endless photos of herself at glamorous destinations. Clearly, Sara doesn’t go anywhere without her selfie-stick. She loves resorts in Mexico and the Caribbean and apparently spends a lot of time poolside with frothy drinks. Her social media followings continue to grow, but there’s never any activity or comment. Her blogs receive very little response. 

Zoe, on the other hand, is an adventure junkie who’s been traveling all over the world for more than 30 years. She has a website, blog and more than 200K followers on her social sites. Unlike Sara, Zoe travels because she’s interested in how other cultures live. Their customs, history and politics, their food and architecture. She shares with her readers the best ways to get around—the tuk-tuks, chicken busses and trains. Where to find the best farmers markets, lodgings and interesting, off the track attractions. You trust Zoe’s recommendations because she’s built trust.

Zoe is an influencer

People want to be mentioned on Zoe’s social sites and blogs because she’s widely read by real travelers—not those who just hang out at resorts. Travel product companies love to be mentioned in Zoe’s blogs. They want to get recommendations about their pickpocket-proof clothing, convertible backpacks, the latest USB charging stations, etc. 

Influencers have Instagram accounts, YouTube channels, social sites, and blogs. They’ve spent time developing their communities and built their brands that make fellow travelers or wannabes want to follow them for their content—not just their words. 

Zoe keeps it light and lively, yet informative

Zoe has visited more than 30 countries on every continent. She has cultivated her community, and her loyal followers read and share her content. It’s lively and informative, and there’s always a nugget to tuck away for her readers’ next trip. 

Are you trying to build your brand and influence in the new year? Contact Top of Mind Marketing. We’re writers and content marketing experts. 

What to Outsource? Your Weaknesses!

Debating what to outsource? I like this one: Outsource your weaknesses

Spending hours trying to balance the books when you’re terrible with numbers is a lousy use of your time and it’ll wear you down. 

To be thinking about: Will it move my business forward?

While cost is always a consideration, companies are now outsourcing as a way to develop strategic partnerships and integrate services that they couldn’t provide on their own. For entrepreneurs, outsourcing is a way to propel their startups forward faster and more effectively than they could do it alone or with their in-house teams. 

What to outsource:

1. Content marketing

Content marketing is an outsourcing natural. Content marketing includes your website, newsletter, blog, social media, print collateral and PR. It’s everything that’s external-facing, that touches potential clients. 

Charged with educating your target audience about your brand and generating leads, this role will also nurture and build relationships and trust. Not sure how this will work? Start small. Hire a freelance writer and start with a newsletter or blog. Having a consistent, smart marketing message will pay off. Give it some time.

2. Bookkeeping

What to say about this one except that you really don’t want to make mistakes when you handle the finances for your business. This is the most logical one to outsource. Find a bookkeeper you like and forget about trying to do this yourself. 

3. Payroll

Payroll gets complicated pretty quickly. There are requirements, regulations and tax laws. Payroll goes well beyond simply calculating the hours and salary payouts for employees. One mistake with payroll can trigger tax audits and cost thousands of dollars. Get this: In 2014, the IRS levied more than $2B in fines against small businesses due to mistakes, omissions and improper filings. Find a pro.

4. Conversion optimization

Most businesses generate leads through online marketing, and the content you produce works to convert them into leads. According to Search Engine Land, the average conversion rate across most industries is just over 2%, with the top 25% of sites seeing conversions at 5% or higher. There’s a lot you can do to improve your conversion rate, but it can be an extremely time-consuming process. Even a small lift in conversions can significantly increase annual revenue.

5. Scheduling and administrative tasks

We all know how easy it is to get bogged down in small tasks that eat up our time. I just spent an entire afternoon driving a couple of spreadsheets, trying to synch lists. Probably not the best use of my time. A virtual assistant would have freed me up to focus on more strategic tasks. 

Are you thinking about outsourcing your content marketing in the new year? Contact Top of Mind Marketing. We’re writers and content marketing specialists.