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How to Maximize Your Business’ Instagram Discoverability

Are new customers finding you on Instagram? According to Facebook (which owns Instagram), 83% of users say they use the platform to discover new products or services (2019). With such steep competition, how do you stand out in the crowd? Sponsored content is certainly one way, but it’s not the only way. Geotagging, business categories and hashtag searches are robust, offering a great opportunity for potential clients to find you through a simple search. The keys to using these tools are consistency, relevance and engagement. Instagram’s search engine is ever-growing, so it’s important to snag the valuable search real estate while it’s available. Harness the Power of Your Profile A 2019 Instagram survey reports 90% of users follow at least one business. Prior to following, they are likely...

How COVID-19 Changed Content Marketing -- And What That Means For Your Business

Content marketing has always been important for businesses. But when the COVID-19 pandemic hit and internet usage soared among Americans, these digital touchpoints (including blogs, infographics, videos and case studies) became even more critical for attracting and retaining customers and, during a time full of uncertainty, earning their trust. Now more than ever, organizations need to revisit their content strategies to discover what doesn’t work anymore and, even more importantly, what works better in a rapidly transforming business landscape. What Businesses Need to Know About Consumer Behavior in 2020 To fully understand why content marketing is different in 2020 than it was in 2019 (or any other year for that matter), we must consider how consumer behavior changed. Online shopping isn’t anything new, but the pandemic made it...

Your FAQ Web Page is More Valuable Than you Think

At first glance, a frequently asked questions (FAQ) web page might not seem like anything special. It may pale in comparison to your flashier service or product pages. But what FAQ pages lack in glamour, they make up for in value. Although you might know your industry inside and out, a potential customer likely does not. A well-structured and easily accessible FAQ page can help you communicate product instructions, clarify complex processes, dispel myths and much more. In addition to supporting customer service in this manner, FAQs can play a role in lead nurturing, SEO and social media, among other tried-and-true marketing tactics. Some business’ FAQ pages are buried on their site, only found through a maze of links – and how is that helping anyone? FAQs...

Taylor Haynes article in AzBusiness Content Marketing Supports Sales

Do you treat your content marketing and sales teams as two parts of your business that operate separately and rarely intersect? In an article for Az Business, Aker Ink Content Specialist Taylor Haynes explains how this siloed approach could result in missed opportunities to attract customers, earn loyalty and boost sales. Taylor urges businesses to view their content as an indispensable sales tool. Companies can improve and expand sales-enabled content by exploring a variety of channels and mediums, matching content to the customer’s journey and responding to performance analytics. Further, Taylor recommends strengthening interdepartmental communication to brainstorm, ask questions and streamline processes. Ultimately, providing sales teams with high-quality and relevant content benefits both employees and customers. With Aker Ink’s content marketing services, businesses of all sizes can...

Survey Says... Businesses Need a New Content Marketing Strategy

How much time is your team spending on content-related administrative tasks – like finding assets, getting correct product information, manually posting content and more – versus actually creating content? According to a 2020 survey conducted by London Research and Censhare, the answer is likely “too much.” The survey polled more than 727 business professionals working for brands, agencies and technology vendors, with an emphasis on internal marketing teams. Turns out, 60% of respondents said they’re wasting time on these time-consuming administrative tasks that, too often, put content creation on the backburner. Content marketing (when done right) can be highly beneficial for your business. It includes blogs, case studies, white papers, social media posts, infographics and videos. Depending on your industry and goals, content marketing can be used...

As a business owner, you’ve probably felt the pressure to be on Instagram. After all, it seems like everyone and their moms are on Instagram these days – why shouldn’t your business be, too? Instagram is among the most popular social platforms (more than one billion – that’s right, with a “B” – active accounts every month) and it is becoming a hub for companies in the B2B sector. For instance, Oracle – a company developing computer software and data management tools for businesses – has a vibrant Instagram profile, with on-brand illustrations and engaging employee profiles. They’ve attracted 215k followers on the platform. Or, scroll through tech-giant IBM’s profile to find color-coordinated graphics, daily business inspiration and amazing throwback posts (the company has been around for...

Build Brand Trust

Who do you turn to for reliable information? What organizations do you view as credible? Who – or what – do you trust? Turns out, these questions are becoming harder for Americans to answer. As Pew Research found in 2019, “three-quarters of Americans say their fellow citizens’ trust in the federal government is shrinking and 64% believe that about other peoples’ trust in each other.” These low levels of trust have far-reaching implications for our culture, especially in the business world, where building and maintaining trust with clients directly impacts the bottom line. Establishing your business as a trusted, credible brand is an ongoing process and a team effort. Your marketing, frequently the first brand communication a potential customer encounters, is a key place to lay the...

How to Use Social Media to Tame Fallout From a Crisis

You already know social media is central to your business’ marketing strategy. It can be used to connect with customers on a more personal level, amplify your brand messaging and educate and convert your followers. But are you leveraging social media as a transitional, post-crisis tool? Whether your business is facing an external crisis like a pandemic or a natural disaster, or an internal crisis like a data breach or employee misconduct, your social media channels are an invaluable aspect of your response plan that should not be ignored or underutilized. Monitor Your Company’s Online Reputation While social media is commonly used to spread your message to others, it can be crucial for listening, too. Social monitoring tools and strategies allow you to see what others are saying,...

Going Remote? Here's How to Maintain Internal Communication and Collaboration

Canceled events. Self-imposed quarantine. Widespread uncertainty. These are just a few of the issues businesses everywhere are facing due to the COVID-19 outbreak. People are worried about finding enough toilet paper. They’re scared of loved ones (or themselves) getting sick. With the constant barrage of disheartening headlines, it’s no wonder everyone feels a little more on edge. From a business standpoint, the pandemic has led to waves across the internal communication landscape. Among the biggest waves is many organizations’ abrupt shifts to remote workforces to prevent the virus’s spread, protecting employee and customer health. This can be an unfamiliar situation for employees, managers and customers alike. But as with any crisis, communication is critical to soothing nerves and maintaining business productivity. We’ll leave the medical advice to the...

pursue industry awards

When you walk into any advertising or PR agency, one of the first things you usually see is a wall or case full of awards. It’s a reminder that the agency does great work and is respected for it. You take the company seriously before you ever set foot in a conference room—where more awards likely await. Inexplicably, many companies outside the communications industry don’t follow the same strategy; in fact, more than one has told me they don’t need a “dustcatcher” for their office to know they’ve done a good job. However, awards and recognition from local and national organizations are so much more than the plaque or trophy that goes on a shelf—they’re a gold mine of marketing opportunity. For starters, they provide you with...