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Top Takeaways From the Science of Marketing, Part 1

The Science of MarketingDan Zarrella’s new book, The Science of Marketing, is a treasure trove of interesting and useful statistics that focus on how people behave online, along with analysis and tips to help you leverage that behavior and apply it to your own digital marketing strategy.

The book covers a lot of topics: from content (ebooks, webinars) to analytics. In this first blog, I look at more general takeaways plus content. In my second post on Thursday I’lI focus on Twitter and Facebook.

“Engage in the conversation” does not affect reach.

Conversation and reach are two different things. Just look at celebs and media outlets, both of which are popular online: They reach a lot of people, but there’s not much conversation going on.

Positive is better than negative, but both are better than neutral.

Of course it’s important to stay positive on social media – people are attracted to happy, positive behavior by nature. But if you have to choose between being negative and being neutral, choose negative. “Controversy and drama can stimulate attention and sharing,” writes Zarrella.

Use contra-competitive timing to increase response.

Because “it is easier to be heard when everyone else isn’t talking,” Zarrella found that weekends and evenings – when the chatter slows down on social media – yield the best response rates.

If you want people to find and read your ebooks, distribute them on Amazon.

Both women and men hear about ebooks on Amazon more than on any other channel, and they prefer to read ebooks on Kindles. Since Kindle is Amazon’s e-reader, it only makes sense to include Amazon as one of your distribution channels.

Write page descriptions carefully to increase traffic from search results.

When people conduct searches online, they determine whether a search result listing is relevant based on description first, title second. “This means that content creators need to think about the content on the page not only in terms of keyword relevance … but also in terms of real humans,” Zarrella writes.

Your business needs to be blogging.

Nearly 60% of those surveyed said blogs affect their purchasing decisions. Combine that with the fact that a majority regularly read 5 to 10 blogs, and it’s obvious not only that your business needs to be blogging, but also that “you must bring something unique and worthwhile to convince readers to give you time in their busy days.”

How will you adjust your marketing strategy based on the above information?

Image provided by Monika Jansen


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