by Rahimah Sultan

Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.

Email is still one of the most successful ways to connect with your customers. Most marketers say they would rather give up social media than email marketing.

Some business owners don’t use email marketing best practices and that decreases their chances of success.

That’s what today’s article is about.

I’ll be discussing 28 email marketing best practices covering segmentation, personalized subject lines, setting goals, and more.

1.  Segmentation

As segmentation is one of the top email marketing best practices, you should segment your email campaigns. By doing so, and tailoring your content to your subscribers’ specific needs, you increase your email list and email relevancy and improve open and clickthrough rates.

Campaign segmentation means dividing your email list into groups or segments based on shared characteristics such as gender, location age group, or purchase history. Then you can send tailored content to each group, thus boosting engagement and conversions.

When segmenting your list, consider:

The problems your subscribers are trying to solve and what information they need to make a buying decision.

Decide how to segment your list.

Use tools like Mailchimp to set up groups within your email list.

Create relevant email content for each group.


2.  Personalize

Personalize your content because most consumers only want to participate with content designed for them.

Personalizing your email content allows you to connect with your contacts on a human level, and it’s as simple as a personalized token like “Dear [First Name].”

You can also customize the content of the email by including a sentence like, “If you want to learn about email marketing best practices, you’ll love this week’s article.


3.Optimize Text

Optimize your preview text

To make sure your customer opens your email, you must optimize the subject and preview text.

Subscribers check the preview text (the bit of text which shows your subject line) before deciding whether or not to open an email.

Most email clients will take the first few lines of your body copy as preview text if you don’t optimize, and often, this can result in irrelevant or low-quality preview text that stops customers from opening it.

Some things to consider when optimizing preview text:

Keep your preview text to between to 40 and 130 characters long.

Here are some other things to consider:

1. Provide value by considering what is most important to your subscriber and address that problem.

2. Make your subject line and preview text work together.

3. Use it to persuade your user to open the email.

4. Keep the text succinct, and include a call to action.

5. Test the text on mobile desktop email clients.


4.  Offers

Always focus on your subscribers’ interest and offer them something valuable or exclusive discounts on your product/service.

Make sure you understand their problems and what content they need to solve them. Then you can create email content that’s laser-focused on delivering value.


5.  Unsubscribing

Although your main goal in email marketing is probably to grow your list, you’ll lose some people along the way.

You need to make unsubscribing easy, because uninterested subscribers can lead to:

lower open rates

emails being reported as spam

bad deliverability

lower ROI

Buyers should be able to unsubscribe with one click. The unsubscribe link should also be visible in the email footer. If you’re using a hyperlink, be sure the link is large enough for people using mobile devices to click on it easily.


6.  Decisions

When creating a high-performing email campaign, the first step is to decide on frequency and goals.

Will you be emailing, weekly, monthly, quarterly? Decide what works best for you and your subscribers.

Your email campaign goals determine what you’re sending and how often to send it.


The main thing is to experiment and find what works best for you.


7.  Scheduling

Make a schedule for your email content that includes:

Dates you plan to send your email campaigns

A list of email marketing topics

Other content that needs to be included in your emails such as images, videos, etc.

You can use something like Moosend (https://moosend.com/blog/email-marketing-calendar/)
I do not receive any compensation from this.

Be flexible! Allow room in your email marketing strategy for trend changes and industry updates.


8.  Separate Emails


You need to create separate emails for each goal.

Always keep your goals in mind when creating your email marketing content.

Do you want to drive traffic to your website?

Are you trying to increase brand awareness?

Are you trying to make a sale?


Creating separate emails for each goal helps you create more targeted campaigns and ensure your list gets the most relevant information.

If you’re trying to get more traffic to your website, your emails should include links to lead magnets, recent blogs, and your latest products/services.


9.  Testing

Email A/B Testing: Timing is one of the most important email campaign best practices. Test different times such as the times of day and days of the week to see when you get the maximum engagement.

Remember, your subscribers may have different preferences depending on their location. If you have lots of subscribers in Australia, you’ll want to pay attention to the time difference and send your emails when it’s best for them.

By testing different strategies and email options you can make your messaging timely, relevant, and engaging.


10. Tracking

If you want to succeed, email marketing best practices need ongoing tracking and optimization. This is where you need email marketing platforms like Mailchimp(https://mailchimp.com/features/reports-and-analytics/).
I get no compensation for this.

To improve your email marketing campaign, you should occasionally review your email analytics and adapt them accordingly.

If your open rate is low, you might want to experiment with different send times or change the subject lines.


11. Relevant Content

Deliver relevant content to your subscribers. If you’re not sure what content your audience would prefer, conduct a market research survey.


12. Drip Campaigns

Build drip campaigns, which are a series of emails sent over time, to nurture leads and move prospects through your sales funnel.

A drip campaign is something like this:

Typically, the first email is a friendly introduction to you or your company.

The second might detail more about your product.

The third could be a free trial or an e-book link.


You can use email automation to create drip campaigns. If you’re using Mailchimp, Active Campaign, or something similar, you can set up automated email drip campaigns within the platform.


Follow these best practices when crafting an email drip campaign:

Separate your audience into lists of active customers, prospects, and past customers.

Design a welcome email for new subscribers.

Set up email automation rules to send additional emails based on subscriber engagement.

Create custom content for audience segments for each email in the drip campaign.

Be sure each email has a clear CTA.

Keep an eye on email analytics to check which drip campaigns are most successful.


13. Audience Segmentation

Segment Audiences by Interest Level.

Internet users are more likely to buy from brands that offer personalized content. So, segment email lists into different groups in order to send targeted messages to specific subscribers.

If a customer isn’t opening your usual marketing emails, you can tag them as uninterested. Then, you can send them a different email than the one for someone who frequently interacts with your content.

Most email marketing automation platforms have a tagging system. Mailchimp’s groups and segments feature lets you tag customers by interests, purchase history, and other data.


14. Deliverability

Be aware of deliverability.

You can improve your email deliverability by only collecting email addresses from people who have actually “opted in” to receive emails.

An opt-in email is an email that’s only sent to subscribers who willingly provided their email address to join your mailing list.

Opt-in emails are a form of inbound email marketing, which means you aren’t contacting random customers to drum up interest in your product/service.

Do consider the time of day and the day of the week you’re sending emails.


This article covers 14 email marketing best practices. I’ll cover the rest in my next article.


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by Rahimah Sultan

Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.

To turn your website visitors into leads, you can offer appealing lead magnets like e-books like checklists and e-books in exchange for their contact information via clear call-to-action (CTAs) and optimized landing pages. Use live chat/chatbots for immediate engagement, build trust with social proof (testimonials), and ensure a seamless, mobile-friendly user experience with strategic pop-ups and A/B testing to refine your approach.

When we blog or create any kind of content, the end purpose is to create loyal paying customers.


You can read the article here

Try this viral mailer that pays

by Rahimah Sultan

Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.

To attract customers, you need to create valuable content and experiences rather than reaching out to them. This digital inbound content marketing approach attracts users to your brand when you offer useful or entertaining information and experiences. This can be text, video, or audio, which makes it easier for prospects to find you.

When using content marketing to build a following, you’ll see higher returns for each additional piece of content you publish.

This article details content marketing moving forward.

You can read it here

Try this viral mailer that pays

by Rahimah Sultan

Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.

To turn your website visitors into leads, you can offer appealing lead magnets like e-books and checklists in exchange for their contact information via clear call-to-action (CTAs) and optimized landing pages. Use live chat/chatbots for immediate engagement, build trust with social proof (testimonials), and ensure a seamless, mobile-friendly user experience with strategic pop-ups and A/B testing to polish your approach.

When we blog or create any kind of content, the end goal is to create loyal paying customers.


Here are three proven blogging strategies that convert website visitors into customers:

1. Create engaging, long-form, relevant content that adds value. Hone in on the specific problems your audience faces and provide valuable, detailed solutions that show your authority to solve their problem and help them take actionable steps themselves.

2. Solve problems.


3. Be authentic.

Authenticity builds trust. Show the human side of your business, but don’t go into personal details unless a personal anecdote helps to demonstrate your point. Don’t overdo it.



What is lead generation?


A lead is someone who may be interested in the product or service you offer; a potential customer.

Lead generation or “lead gen” is the means of finding potential customers and inviting them to engage with you so they enter your sales funnel.

You’ll need a strategy to find potential customers, get their attention, and capture their contact information.


There are three main components in a lead generation strategy:

1. Target audience

Determine which specific viewer persona you will focus on for each lead generation strategy.

If you have more than one kind of customer, start with your best type and later on add lead gen strategies for other kinds of customers.


2. Platform

For lead generation to be effective, you should go where there’s a high volume of new people who fit your target audience.

You may have a high volume of traffic to your website, but it’s a landing page, not a platform.

Even if you do have a high volume of traffic to your website, you need a lot of new people who aren’t already in your database.

Successful lead gen hinges on using other people’s platforms to find and engage with fresh  potential customers to whom you’re not already exposed.

Newbies commonly make the mistake of focusing on building things on the business’s (blog, podcast, lead magnets, etc.)… which then don’t produce results because the business doesn’t have enough new traffic to their own site.

Even the best content can’t convert if not enough people see it! You need to get people to come to your site from other places.


3. Content and capture

Go to other people’s platforms to get in front of new people and then bring them to your website and get them on your email list so that going forward, you have control over communications with them.

Give away, free, something of value like a webinar, an infographic, a white paper, or a free trial to showcase your expertise, get your lead’s contact information, and continue building a relationship with them.

Then, you’ll need a plan for converting leads to sales, which is a topic for a separate post.


Since there are many other ways to generate leads, explore your options and remember the main principles of lead generation:


1. Go where your target audience is

2. Give them something for free before asking them to buy

3. Capture their information in your own client management software

4. Give them more for free and build the relationship

5. When the time is right, make a sales offer


Success depends on reaching the right people, at the right time, at the right place, at sufficient volume. With some experimentation, you can determine what works well for your business to dial in all those variables.

Once you’ve chosen a lead generation strategy to test, you’ll need software to manage everything for you so you can quickly and easily manage new leads, convert them into clients, and give them such great service that they keep coming back for more.

This article is an overview of a few ways to turn your website visitors into leads for your business.


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By Rahimah Sultan

Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.

The first three exercises were covered in part 1. The rest are covered here.


4. Product Descriptions

In this exercise, you’ll be writing product descriptions with different goals.

Just pick a product or service for which you’re the ideal customer. Be sure it’s something you’re really familiar with and that you can easily describe. Now write a short 100 to 300-word description for it.

You’ll write five versions of this, with each one focusing on a different aspect.


~ Feature-based: Describe the main features of the product or service (color, material, dimensions, what it does).

~ Benefit-based: Focus on how the product will improve the customer’s life (“This canvas shopping bag has eight inside pockets of various widths to hold bottles, tall cans, wine…)

~ Urgency-based: Use time-sensitive language like “last chance” or “limited offer.”

~ Scarcity-based: Create a feel of scarcity. (“Only 3 left in stock!”)

~ Emotion-based: Arouse a strong emotional response. (“Feel more secure when you use this lock.”)


Remember, you’re not putting all of these aspects into one description; but 5 different descriptions.

When you’ve finished, read each description and ask yourself:

Which one expresses the most value and persuades you to buy? Why? How does changing the focus between emotion vs features alter the feel of the copy?

Emotion and desire drive customers to act. Both are necessary for good copy and you need to know how to balance them—to move beyond boring dry facts.

This exercise sharpens your ability to move beyond dry, boring facts and focus on what truly drives customers to act—emotion and desire.


5. CTA Variations

Review your emails and find one that promotes an offer. Check the CTA that’s used.

Practice different variations of this CTA. You’re going to write 10 variations.

Don’t just change out a word or two.

Test different tones, swap out the action verb, try out different urgency levels, etc.

Remember, the focus is on simplicity and getting the reader to take fast action.

Some can be more urgent while others are more subtle and benefit-focused.


For example:

Urgency – “Claim your spot before they’re all gone.”

benefits  – “Buy now and unlock two free bonuses.”

When you’ve completed the CTA variations, analyze what you’ve come up with.

Which one do you think would work better in that email, and why?

Remember, simplicity and clarity are key with all CTAs.


6. Turn boring features into benefits

Of course, features are important when it comes to selling anything, but it’s not the matter-of-fact plain ones that make the sale. It’s the EMOTIONAL reaction a person has to these features.

You need to make those features sound appealing.

For example:

Instead of cotton dishcloths for your kitchen, “12-inch multi-colored dishcloths to match your kitchen.”

Open something like Amazon in your browser and pick one of the top 5 products that pop up.

It doesn’t matter what it is – shoes, coat, water pitcher, or whatever.

Write out ten features about that product.



Take these features and turn them into a BENEFIT while asking yourself:

 “What does the customer gain?”

For example:

~ Feature: “Has a detachable lining”

~ Benefit: “Remove lining whenever you want”

To help you spice up your copy, ask yourself why the customer would care.
A trick to use for help in answering this question and for making your copy more relatable and persuasive is to finish your sentence with “so you can…”

The above coat example now becomes:

“Has a detachable lining that you can remove for those warmer days and NOT have to spend MONEY for another coat.


7. Write for different times of the customer journey

This exercise, for customers at different stages of their journey, is a little more advanced.

Choose a product to write about, but don’t overthink it.

Picture a customer at three different stages of the purchasing process.

Write for each of these stages. Your copy will be DIFFERENT because at each stage the goal is different.


First stage:

In the first stage, the customer realizes there’s a problem.

Write an Ad or headline that addresses the difficulty and introduces your product or service as a possible solution.

This copy will be the customer’s FIRST contact.

In the Second stage, the customers are seeking solutions.

They’re comparing options and deciding which one is best for them.

Compose an email that educates the reader about how your product or service UNIQUELY solves their problem. Detail WHY you’re the right person/product/service and the reason they should choose you.

The email SHOULD NOT be SELLING but delivering information and value.


In the third stage, the customer is ready to buy. Write a landing page or a sales page encouraging them to take the next step and buy the product.

Although this exercise takes some time, it will help you to understand how to “meet” your customers where they are in the buying process. This is essential in all great marketing.

These are not all the levels of customer awareness, but they are more than enough for this exercise.

Effective copywriting is tailored to resonate with a particular target audience.

Understanding who you’re trying to reach is vital when creating copy that grabs attention and encourages further engagement.

It’s not all or nothing when it comes to great copy.

Now you have a variety of exercises on how to get better at copywriting, from which to choose and to reference again and again.

Try this viral mailer that pays

By Rahimah Sultan

Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.

Are you tired of the same old advice about how to get better at copywriting, like writing out great ads or emails you find online word for word?

Doing so will not help! You have to learn how to structure copy; learn how to get inside the minds of your customers and appeal to their emotions, fears and deepest desires.

Following are some easy exercises you can practice instead.

Anyone can use them – beginners or seasoned copywriters. You can always improve your writing skills with experience, practice, and repetition.


1. Create Different Headlines

To create headlines for different audiences you should get a deeper understanding of how to construct them for various viewers and customer avatars.

Start by choosing a product/service you already know and love.

If you can’t come up with anything, check Facebook or Instagram and scroll for a few seconds until you find an ad.

Once you’ve decided on a product, create five different targeted audiences that might have an interest in the product along with their main objection or challenge.

These could be:

~ Demographic-based audiences based on measurable characteristics such as gender, age, family status, education, income, location, occupation, and ethnicity…

~ Geographic-based audiences determined by segmentation which takes into account the location of prospects to help determine marketing strategies…

~ New parents at home who don’t have extra time in their day…

~ Retirees who are not looking to be fit and buff necessarily, but want to keep their muscle & mobility as they age…

~ College students looking for fitness on a tight budget…


Now write 5 headlines to each audience promoting the product/service you selected.

Focus on speaking directly to the specific interests, pain points, or desires of each group.

For example: Discover simple ways to maintain muscle mass and improve mobility as you age.

The focus is on the main problem, which is muscle mass for mobility.


2. Weak Copy

Now you’re going to rewrite weak copy. This can be an email, sales page, ad, or anything that seems not quite right or has something missing.

Analyze each section while making notes on what you think is missing or could be better written.

Is the offer clear? Are benefits clear? Is there a weak CTA (call to action) or no call to action at all? Is the offer strong and does it have the correct tone?

When doing this exercise, be sure to find something that actually has a flaw.

Now, rewrite the copy and fix the flaws you noted.

Look for:

Clarity: Simplify jargon or confusing phrases.

Benefit-driven language: Change the copy to place emphasis on how the product solves a particular problem for the purchaser.

Emotional appeal: To make the customer feel understood, add urgency, empathy, or desire.

Stronger call-to-action (CTA): Be sure the CTA is clear, specific, action-oriented, and that it creates urgency.

“Grab your free trial now” vs. “Learn more.”

Compare your new version to the original.

Is your version easier to read and understand? Is it more compelling? Does it create a stronger desire for the product?

Be absolutely honest with yourself! If what you wrote isn’t better, improve it.

Use this exercise to help you learn how to critically analyze copy and make MEANINGFUL improvements that actually increase engagement & conversion.

When you’re satisfied with the revision, send it on its way.

Here’s the third step to take for getting better at copywriting.


3. Reverse Engineering

If you’re one who loves rewriting winning or “proven” copy, you can use this reverse engineering technique instead of just rewriting it word for word.

Break the copy into its core components.

Then isolate the hook, the problem, the solution, and the CTA.

Now go back and rewrite each section of the copy using different phrasing or structure while sticking to the main persuasion principles.

As you proceed, ask yourself this:

How does the hook grab attention in the first few seconds or words?

What problem does it address, and how is the copy relatable to your target audience?

How does the product/service solve the problem?

What emotions are you trying to evoke (e.g., fear, excitement, curiosity, or relief)?

What’s the next step for the audience to take and is that step clear and compelling?

Lastly, what made the original copy so effective? What elements worked well and how can you incorporate them into your copy?

This exercise does MUCH MORE than simply rewriting the copy word for word ever could.

It shows you how to identify the strategic elements of winning copy and then how to apply those strategies to your own writing.

Part 2 will be covered in the next article.

Try this viral mailer that pays

By Rahimah Sultan

Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.

You can attract customers by creating valuable content and experiences rather than  reaching out to them. This digital inbound content marketing approach attracts users to your brand when you provide useful or entertaining information and experiences, usually in the form of text, video, or audio and makes it easier for prospects to find you.

Content marketing is valuable because it builds relationships and trust with your potential and existing customers.

So, it’s easier to sell your products faster.

Those who use content marketing, to build a following, see higher returns for each additional piece of content they publish.

This article is an overview of content marketing moving forward.



How does content marketing work?

Informative content marketing draws people to your brand.

If you publish a video, podcast episode, or a blog post and interested people use it they become acquainted with your brand.

Once you have their attention you can build a relationship and later sell them your products and/or services.


Content marketing can help your business by:

1. Reducing customer acquisition costs

Although quality content creation isn’t cheap, you’ll see a stronger ROI (return on investment) from each piece you produce because your audience will increase.

Your first blog post, video, or social media posting might not be seen by many people. As more prospects find your content and become followers, each addition al piece of content you publish will be seen by more people and produce a stronger ROI.

Unlike paid ads, where you and your competitors can earn roughly the same ROI for each dollar spent, your brand with a strong content marketing strategy and a larger following can earn much more for each piece of published content.

2. Improving the quality of leads

With content marketing you can categorize the kind of customers you attract based on your content production.

For example, if your target audience is exclusively gardeners, you can discuss only topics that a gardener would be interested in, like soil preparation or garden layouts. You might also offer access to exclusive reports on industry benchmarks that would interest them.

Contrast this with using paid ads where you have to depend on platforms to accurately identify your target audience. As privacy concerns are on the increase and there is less accurate audience targeting, paid ads are producing lower returns.

3. Building a stable lead pipeline

If you produce evergreen content (content that’s relevant for years) you get higher returns over time, because you can continue to generate returns from it for years after it’s published.

You’ll still probably have a steady pipeline of leads, due to your evergreen content, even if you stop producing content for a while.

4. Increasing customer loyalty and retention

Essentially, content marketing is a cheat protocol to build trust with your potential customers at scale.

The more familiar your potential customers become with your brand, viewpoints, and identity, the easier it is for them to trust your brand and the more likely they are to continue to buy from you.



How do you create a content marketing strategy?

You have to attract the right customers in order for content marketing to work.

1. Your Ideal Customer

Your first step is defining your ideal target customer. To do that, ask yourself these questions:

a) What’s the position of the person who buys your product or service?

b) What is the person’s job?

c) What pain points does the person need resolved?

What is the person’s knowledge of the subject? (This is important to know to avoid beginner-level keywords when you’re targeting advanced customers)

Answering these questions will give you an excellent sense of your ideal buyer persona, and that will make the rest of your content strategy clear.


2. Your Marketing Funnel and Choice of Content

Customers don’t generally buy the first time they visit your website, and that’s okay.

The aim of content marketing is building relationships and leading prospects to make a purchase.

This happens in several stages from awareness of a problem to be solved to learning about solutions, and then to a decision to purchase a product or service.

3. Content Ideas and Brand Voice

Next, you should generate content ideas and establish your brand.

An effective marketing content strategy requires more than just mapping out the types of content you will need to produce. In order to get prospects to pay attention, you need must to have something unique and interesting to say to get people to pay attention to your content.

So the next step is determining how to consistently generate content ideas that are unique and interesting to your ideal audience.


4. Content Calander and Work Flow

If you publish new content consistently your content marketing strategy will scale.

The formula for a great content marketing strategy is:

An outstanding content idea, plus
A high volume of content publishing, and
Consistency for a long time period


5. Measure Results

The final step is to test and measure your results.

Since content marketing is a long-term play, and you probably won’t see any immediate returns on your investment, this is tricky.

But, here are some content marketing metrics you can track to make sure your strategy is going in the right direction:

Your generating higher quality leads that close faster

Your general brand awareness has increased (more social media mentions, backlinks, brand queries, etc.)

Your website is driving more traffic

Your existing customers are staying longer and are generally happier


Some of the many benefits of having a digital marketing strategy include:

Improved efficiency

Insights

Boosted productivity

Knowing your audience

Increased ROI


You can use an action plan to set up goals, budgets, tactics, timelines, etc. With a strategy in place, you’ll have a great basis to work from and you can adapt your plans if things change. Use your strategy as a blueprint you can return to for guidance.

Following are some useful resources to stay on top of trends and developments in the area of digital marketing.



1. Newsletters

As consumers are being more vigilant about cookies for tracking, being able to connect with and influence your customer base via email marketing is vital. Here are a few popular ones.

The Daily Carnage

Neil Patel

Google Think

Search Engine Land

The Rundown AI


2. Online publications and blogs

Here are a few from the host of great online publications and blogs that offer a variety of content, from podcasts, articles, guides, and handy toolkits.

Econsultancy

Adweek

HubSpot

Search Engine Watch

CoSchedule


3. Social Media

Social media is an effective way for marketers to communicate, influence consumers, and engage. You can monitor conversations and trends, and keep an eye on your competitors.


Social media platforms are inclined to change. It could be the name or the look of the platform or the replacement of a feature.

Generally, these changes have little effect or impact on how you use them in your day-to-day activities as a social media marketer.


4. Google Trends

Google Trends and Alerts is a valuable free tool for you, as a marketer, to stay on top of the news and industry announcements. It allows you to check the web and notifies you through email when a new result matching your search query appears.


5. Podcasts and webinars

Podcasts about digital marketing and technology can be an outstanding source of news and information.


These are some thoughts and an overview of content marketing moving forward.

Try this viral mailer that pays

by Rahimah Sultan

Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.

What is tone of voice in marketing?

Tone of voice is the personality a business creates to communicate with its target audience. If done well, it should build brand recognition and promote a connection with your audience.

Tone includes the language used, sentence structure, and how your words are delivered. It takes into consideration gender, cultural aspects, and the pace at which the language is delivered.

Think of it as one person communicating with another. When you want someone to do something, how do you ask them?

Your tone of voice depends on the audience, how you want them to perceive you, and what communication will best achieve the outcome.

Building your brand’s tone of voice is all about the words you use to appeal to the right people.



What are the benefits of a great tone of voice?


1. Brand Recognition

A great tone of voice builds a brand’s recognition. Your audience will always know it’s you when you use a specific, distinctive tone of voice that’s consistent throughout all your marketing channels.


2. Trust and Credibility

In business, credibility is everything, and your tone establishes trust and credibility. Customers instantly turn their backs on brands that they perceive as insincere or untrustworthy. Over 80% of consumers need to be able to trust a brand before they will even consider purchasing from it.

A well-defined, consistent brand tone of voice comes across as more genuine, which can help you build trust with customers.


3. Differentiation

Your brand tone of voice can be what, sometimes, differentiates you from competitors who sell the same products and services.

It’s easier for customers to connect with you on an emotional level when your brand has a distinct personality. Thus, building trust and loyalty, upping the odds that they choose you over the competition.

A unique tone of voice also makes your brand more unforgettable. This helps your company stick in people’s minds, which can lead to inquiries, leads, and sales.


4. Customer Relationships

When your brand has a distinct tone, it’s easier to enhance customer relationships. Customers want a personal connection with the brands they buy from. They want to know that you understand their needs, values, and concerns. And, they also want to know that the brand will be around for them if something goes wrong.

You can create stronger customer bonds by speaking to customers on their terms and level, which makes you authentic and relatable.

Customers who feel seen and heard are more likely to stay around for the long term.


5. Brand Values

Your tone of voice reinforces brand values. For example,

Your brand tone of voice should always reflect your values. For example, if you pride yourself on being a compassionate business, your tone of voice should be warm, friendly, and approachable.



So, how do you develop your brand’s tone of voice?


1. Understand Your Audience

You really need to get to know your target audience before creating your brand’s tone of voice. It needs to resonate with people who are most likely to buy your product or service.

You can start by researching your target audience’s preferences. Think about their age, where they live, what they do for a living, and their hobbies and interests.

You can develop a customer persona, if you don’t already have one, by using tools like Google Analytics.


2. Competitors

Analyze and research your competitors for the tone of voice they use. This will help you come up with a tone of voice that’s distinctive and unique.

Who is your competitor and what language, words, and phrases do they use? Who is your competitor’s biggest customer and what are their pain points? How does your content solve their problems? And how can you best speak to them?


3. Analyze Your Communication

Next, look at your current marketing materials to see if you have a brand tone of voice in place. It might be that you already favor a specific tone or your use of brand voice and tone is inconsistent across your content.

Consistency is imperative when establishing your tone of voice. A consistent tone branding can get you more growth overall.

Review everything from existing content, customer personas, brand tone of voice guidelines, and messaging to help you identify what’s working and what you need to change.


4. Clarify Values

To ensure consistency and help your tone of voice resonate with the right people, clarify your brand values.

If you already have a values page or a mission statement on your website, that’s a good start.

If you don’t have brand values in place, think about the characteristics that shape your brand identity, like:

What purpose does your business have?

What problems does your business solve?

What characteristics do the people who work for you share?

What are your long-term goals?

What qualities do your existing customers say define you? Check out previous reviews for valuable insight.

You need to reflect your values in your brand tone of voice.


5. Define Your Tone

Now, use the data you gathered from the previous stages, and choose four or five adjectives that best describe how you want your brand to sound.

Examples:

Authoritative
Optimistic
Informative
Conversational

If you’re stuck, you can use.


6. Create Brand Tone of Voice Guidelines


Brand tone of voice guidelines help with consistency. That way, everyone knows how your brand speaks across different scenarios and platforms. If you work with a third party like a digital marketing agency, guidelines are very useful. This helps anyone who creates content on your behalf use the right tone of voice.

Your guidelines should include specific examples of your brand tone in action, as well as how you don’t want to sound. Here’s an example. Your brand tone of voice guidelines can be a stand-alone document or a part of your company style guide.


7. Test and Repeat

When you’ve decided on your brand tone of voice and revised your content, make sure it drives the right results.

Start with your engagement rates.

Are you getting more likes, shares, and comments than before on social media?

Are you seeing more website traffic or longer viewing times on your pages?

Are there more click-through rates on your email newsletters?

If so it’s a sign that your new content aligns with audience expectations.

Ask your customers what they think of your content—you can do this through a short feedback form. They can advise if your new brand tone of voice clicks with them and offer advice on how to make it even better.

Remember to audit and update your tone of voice annually. If your target audience changes or your local rival updates its brand tone of voice, you need to change to stay relevant.

The most effective result of having a strong tone of voice is that it fosters trust and builds relationships with customers. They interact with your brand in the same way people would with a friend or trusted person.

More and more, people want to interact with brands online rather than call customer service, and they are more inclined to do so if the tone of voice is strong. As already stated in this article, building your brand’s tone of voice is critical to your marketing success.


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by Rahimah Sultan

Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.

In recent years, consumer expectations have significantly shifted. With developing marketing trends like voice search, influencer marketing, and augmented reality taking the lead, businesses must quickly adapt. A strong digital marketing strategy isn’t just a part of your overall efforts, but the core of your business growth. Whether you’re an experienced marketing professional or new to the field, understanding and applying these trends is key to your success.

The emphasis on an improved customer experience, integration of AI and personalization in marketing campaigns, and the continued increase of short-form video content on social media platforms are reshaping the marketing world.

Keeping up with these changes isn’t straightforward. You have to plunge deep into industry reports, engage with marketing leaders and industry experts, and carefully monitor consumer behavior and social media trends.

To improve customer service and optimize web traffic, you have to focus on many aspects like SEO, user-generated content, video marketing, and effective use of digital ads.

Since the decline of third-party cookies, content marketing trends, first-party data, and email marketing has risen.

To maintain brand credibility and customer loyalty, there’s a shift toward more responsible use of data and an emphasis on social responsibility.

Let’s take a look at some future marketing trends.


What are some future trends in marketing?



1. Capturing Your Audience’s Attention


With the evolving consumer preference for high-quality content, the struggle for consumer attention has intensified. If you’re producing content that not only entertains and is informative, and adds value to peoples’ lives you emerge on top. Your content can be blogs, videos, podcasts, or social media posts.



2. Nano- and Micro-Influencer Partnerships

As businesses recognize the higher engagement rates these smaller influencers typically offer, there will be a persistent shift toward nano- or micro-influencer marketing. Nano- and micro-influencers boast more niche-dedicated followings which leads to more authentic and impactful endorsements.

This trend indicates a broader move toward personalization and authenticity in marketing, with brands leveraging the close-knit communities these influencers have developed. They regularly enjoy higher levels of trust and engagement which makes their recommendations more effective.
These smaller yet more influential personalities offer authentic engagement over sheer reach.


3. Generative AI


Generative AI is transforming the marketing landscape. Developments in AI technology and the future release of Sora mark a significant milestone. Sora’s promise of changing generative AI text into captivating video content has marketers eagerly waiting to harness this technology.

This is expected to streamline content creation, allowing for the production of high-quality, engaging video content at an exceptional scale and speed.


4. Event Marketing

In-person events are becoming the focus of marketing strategies, reflecting a broader desire for authentic, memorable experiences.

To cut through the digital noise, brands are recognizing the power of live events, offering tangible ways for consumers to engage with their stories and products.

This trend indicates a balanced marketing approach where digital and physical strategies coexist, each amplifying the strengths of the other. Moving forward the integration of innovative technologies and creative content in live events will further increase their impact, making event marketing an essential part of the modern marketing mix.



What are some social media marketing trends?



Trends in social media marketing are key to connecting with audiences, driving conversions, and building brand loyalty.

Here are some trends that will change your thinking about how to execute your future social media strategy.


1. Short-Form Video


Social media platforms like TikTok, Instagram Reels, and YouTube Shorts will probably maintain their position as the top platforms. So, prepare your best quick, engaging content. Short-form video is the heart of social media and it will continue to be so.

As brands push the boundaries of what’s possible in 60 seconds or less, you’ll see a flood of creative techniques that deliver maximum impact in minimal time. Expect reactive content, humor, and bloopers to be front and center. Those who succeed in this space will be the ones who can consistently create content that doesn’t feel intrusive but more like a welcome break in users’ feeds.


2. Unfiltered Content

With the arrival of AI, social media has been inundated with AI-generated imagery. Although this has made the creative process faster and more efficient, it’s also created distrust. Now the trend is toward unpolished, authentic content that feels real and human. There will be less overproduced AI-polished visuals and more real relatable experiences. Authenticity will be the top requirement for building trust and loyalty with your target audience.


3. UGC Content

Now that audiences are craving raw and authentic content, the human touch of user-generated content (UGC) will prove more valuable than ever. We expect social media marketing trends to favor consumer content, offering a refreshing contrast to all the overly polished or AI-generated videos and photos.

UGC will become the foundation of successful social media strategies. Instead of just being encouraging, brands will build complete campaigns around it, leveraging its power to create authentic connections and drive engagement.

There will be collaborative campaigns, influencer partnerships, and branded hashtags to dominate every social media platform. Also exciting to see are more community-driven product development, customer story showcases, and UGC-powered social proof making their way to brands’ social media channels.


4. Static Content

Because it offers a break from the constant stream of video content dominating social media, static content is making a comeback. Viewers are looking for more diversity in their feeds. Static content like infographics, images, and carousel posts provide visual variety that can capture attention differently than videos.


Smart brands will adapt by balancing both dynamic and static formats. Static content complements video instead of competing with it, by offering an additional format that can reinforce the message, add context, or provide detailed information that video might not cover effectively. By doing this, brands can cater to different audience preferences and maximize engagement across various touchpoints.


5. Privacy and Ethics

As data regulations continue to tighten globally, you’ll need to adhere to increased privacy and data use laws. Transparency and trust will become critical components of any successful social media strategy.

Modern consumers care about the heavy emphasis on brands’ ethics and purpose, especially when it comes to data privacy.

Trends in social media marketing will go beyond simple compliance with data protection laws. Brands must prioritize ethical data practices, emphasizing user consent and value exchanges.  For smart marketers, this will be an opportunity to strengthen consumer relationships. For example, brands can offer tangible value (personalized experiences or exclusive content) in exchange for data. This way, they can transform data collection from a potential liability into a mutually beneficial exchange.


This article has given you a look into some future marketing trends, the emphasis being on “some.” Of course, there are many more.

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by Rahimah Sultan

Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links posted on this website. There is no expense to you.

You shouldn’t be overly concerned about word count when writing content. The quality is what really matters.

Due to recent algorithm updates, shorter articles are ranking better. But this is also related to changes in the way we consume content. The ideal length also changes significantly across industries.


Tech websites use fairly short articles that are commentaries on a product, technology development, or an event.


Fashion is another industry that uses short posts. These readers don’t care about the history of a trend or how garments are made. What you’re going to see are thousands of articles about which looks are hot and how to recreate them.


Job recruitment topics usually range from 900 – 1,000 words. Job hunters don’t have the time to read thousands of words. They want to find new employment quickly.


Food Bloggers can use around 1,200 words to cover an introduction and an in-depth recipe.


Finance, sales, and healthcare are some industries that still benefit from the comprehensiveness and depth of long-form content. As these industries cover fairly complex topics, it’s almost always necessary to go beyond 2,000 words in order to satisfy readers’ interest.


Retail, manufacturing, marketing, food, and travel use mid-length articles of 1,000 – 2,000 words to cover information. This remains the most common article length.



Keep your target audience in mind at all times, as you choose your blog topics and how much content to write for each. If you know their needs can be met with less than 1,000 words, don’t waste their time with fluff.


While doing research for this article, I came across this quote from Ryan Velez, freelance writer and editor:

Ideal blog length has always evolved over time. As a response to the wave of 750-word content, things expanded to be a lot more comprehensive, 2,500 words-plus. Now, with the wave of AI-generated content flooding the internet, word count doesn’t guarantee quality to the same degree. Combine that with the ‘TikTok Effect,’ and ideal content size is smaller now and quicker to get to the point. Think 1,500 to 2,000 words.



What is content marketing?

Content marketing is a long-term strategy used with the goal of building relationships with your target audience by methodically delivering high-quality, relevant content that educates and ultimately makes sales.



Long-Form Content vs. Short-Form

Web users are becoming smarter. Searches using long-tailed keywords increase daily. These users want specific answers to specific questions. So, your content strategy needs to match their increasing knowledge.

Creating content with a high word count allows the you to feel a sense of achievement you don’t get when writing 500-word articles. Marketers are feeling like they have to create long-form content to get a toehold in the SERPs.

But the times are changing. Users are falling in love with short-form content. It’s part of the reason U.S. adults spend up to an hour on TikTok.

Over 50 percent of business videos are less than two minutes long.

Combine these statistics with the fact that more and more adults believe attention spans are getting shorter, and it’s easy to see why consumers are placing greater emphasis and trust in concise articles that quickly answer their questions.



So, back to the question, how long should your blog articles be?


Two decades ago, the average article length was between 500-800 words. By the mid-2010s, articles were in excess of 2,000 words.

There are multiple reasons for this which include the way readers scan articles online and the psychology of equating length with quality.

Now, more concise articles are the trend. Although these aren’t quite as short as 800 words, they are short enough to quickly answer readers’ questions.


As you can see, longer is not necessarily better, neither is shorter. There is no one correct answer for blog article length. It’s dependent upon the industry. Your focus should be on quality not quantity or rankings.

Focus on top-quality content and promote it effectively rather than on how much to write.

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