- 15 Sep
How to Use Video for Every Stage of the Sales Funnel
Videos are powerful tools that have become more important to marketing success in today’s social distancing world. In fact, it can be said that they are an essential component of any sales and marketing campaigns. And business have come to understand the value of video and its effectiveness in building brand awareness and trust to increase sales and revenue.
One Tool. And So Many Uses.
It is the one, single marketing tool that can be used throughout each stage of the sales funnel. Videos can convey information and evoke emotional responses like no other medium can. However, it can be expensive. Too expensive for many small businesses. But, you can take advantage of video marketing and reduce video production cost, through the use the sales funnel concept to tailor video content and messaging to buyers’ stage in their purchase-decision journey. Doing so improves the chances of conversion—and increases sales and revenue.
To help you learn how you can do this, Torrey Tayenaka brings us some great advice on how to guide potential buyers from the top of the funnel, where initial video ads and videos are first viewed that expose the potential buyer to your products or services, to the bottom of the funnel, where sales and purchases of those products or services are made. Read the full article at MarketingProfs.com
- 04 Sep
From All of Us at Dan Hoff Marketing – Happy Labor Day
- 01 Sep
Why Content Is at the Center of Modern Customer Journeys
by Lydia Nicoll
We know that content is king. But why is it especially important for a modern customer journey? Well, for one thing, in-person events and meetings are not happening right now.
The Times, They Are A-Changing . . .
And in the business environment many businesses have been developing ways to pivot their offerings, services, and even their entire business models to adapt. They are becoming more innovative in their content. They are adjusting how they present their content.
The importance of content isn’t new. But the types of content we deploy and how we are utilizing it throughout the customer journey is changing. But is this a lasting change? And, what is working now? To lean more, read the full article on the Marketo Marketing Blog.
- 25 Aug
15 Persuasive Copywriting Techniques To Boost Conversions
by Darek Black
Have you ever seen an object glow in the dark?
If you have, you’ll notice that even amongst darkness, that glowing object still captures your focus. And in the same manner, in a world where everyone is clamoring for your prospects’ attention, you need your content to stand out.
In Persuasion, Less is More
According to HubSpot, 49% of marketers report that increasing customer acquisition is their top priority. But to accomplish this, you will need a competitive advantage.
In this article, Darek Black explores 15 persuasive copywriting techniques that engage leads and convert them. So, let’s jump right into the article at Jeff Bullas’ Blog.
- 18 Aug
Strategies for B2B Executives: How to Boost Content Marketing ROI and Impact
For many executives, content marketing, or its impact, is like a unicorn. Someone might have told them it’s real, but they don’t have the time or inclination to prove it. And that, together with other constraints, leads executives to leave the management and measurement of content marketing to marketing managers.
Big Mistake . . .
However, what may grab the attention of execs is that it can be one or the highest-impact tools. Content marketing can provide conversion rates up to six times higher than other digital marketing methods. However, though the ROI can be high, top-quality content marketing requires a significant time investment. It takes more effort and energy from planning to writing to editing to distribution.
Considering the focus and energy your marketing team is putting into content marketing, wouldn’t it be great to find ways for leadership to amplify those efforts? To learn how to boost the ROI and impact of your content marketing, read the full article at MarketingProfs.com.
- 11 Aug
19 Ways to Effectively Increase Your Conversion Rate
Perhaps you have heard the term “analysis paralysis”? It’s a human psychology and behavior concept that says that when we are faced with too many choices, it can inhibit our ability to make a decision.
One of the best examples of this behavior in action is when a visitor is on your website and there are too many places to look or there’s a confusing design. To them, there are so many choices to make, that they end up not making any choice.
When this happens, visitors won’t convert.
As a marketer, it’s important to make sure that instead of inadvertently adding but rather remove any type of barrier to conversion. And, whatever the reason, you’re probably wondering how you can overcome this and improve your conversion rate.
So, to help you with this, Rebecca Riserbato over at HubSpot explains exactly how and gives us 19 Ways to Effectively Increase Your Conversion Rate. READ MORE >>
- 04 Aug
What Types of Content Generate Leads That Convert?
from Marketing Charts
What Works? And How?
But, that begs the question, what types of content generate leads that convert? So, to address that very question Ascend2 asked marketers.
According to this new report [download page], 9 in 10 marketers surveyed say their lead generation strategy is, in some measure, successful. And, on this front, more than half noted that social media has become one of the most effective digital tactics in generating leads that actually convert.
To read more of the insights in this report, read the full article at MarketingCharts.com Read More »
- 28 Jul
What B2B Buyers Want From Vendors Right Now
by Ayaz Nanji
We all know that COVID-19 has had a disruptive influence on consumer buying. But the impact the B2B buyer hasn’t been discussed much. And, as it turns out, there has been impact there as well.
When In Doubt, Ask for Answers
To rectify that situation, LeadMD conducted a survey [download available] in April, at the beginning of the COVID-19 business impact period. They focused their study on nearly 200 buyers of B2B technology products and services. And, the insights gained are extremely instructive.
Rather than a product focus, buyers of B2B technology products and services want to understand how to get the most out of the solutions they already own. And one-fourth say what they want most is information about how vendors are supporting their customers during the COVID-19 pandemic.
While not surprising, the deeper you look at the numbers, the more they reveal. And to read the full article and to download the original study results, read the full article at MarketingProfs.com
- 17 Jul
How to Craft ‘Compelling Reason to Buy’ Messaging
A compelling reason to buy is not an elevator pitch. That’s even though it probably should be. Sales thinks of an elevator pitch as explaining what the product does. However, a compelling reason to buy explains the benefit that the target audience will realize with your product. And, as the name implies, it is a more compelling way to capture interest.
So, Why Do You Need a Compelling Reason to Buy?
Without a compelling reason to buy, a potential buyer is left having to try to make sense of what your product does. And exactly how it can help solve their problems. In our busy world the prospect doesn’t have the time or the right information to connect all the dots. It simply takes too much work for them and will often result in missed opportunities.
That means that you need to do the work for them. You need to make it crystal clear how your solution can make a positive impact on their day-to-day life. And, to learn How to Create a Compelling Reason to Buy, read the full article at MarketingProfs.com
- 14 Jul
What is the Top Thought Leadership Content Format?
from Marketing Charts
Research tells us that thought leadership plays a positive role in reaching and educating target audiences. It also serves well at fostering trust and loyalty in the market. That is why it has gained so much ground in the past few years.
But, What Type of Content Works Best?
Video Tops the List of Thought Leadership Content
Not surprisingly, it seems that currently, video comes out on top, with more than half of marketers saying it’s one of the best formats for thought leadership content. And that is well ahead of the other formats identified. B2B marketers are increasingly seeing the value in video. And this validates previous research that found that more B2B marketers are finding video to be indispensable.
To read the full article, see more of the data and to download a copy of the original report by Ascend2, read the full article at MarketingCharts.com
- 06 Jul
5 Inbound Lead Generation Strategies & How to Make Them Work!
by Brad Smith
Outbound marketing is a good way to get leads quickly. But it is not a simple process. And that’s for the reason that to do that, you need to be seen by a lot of eyes first. That gets very expensive. Add to that the fact that those eyeballs my not be aware that they want or need your product. And they may have never heard of you before and as is the nature of the market now, suspicious of your claims.
But what if, instead of pushing your offer onto people when they haven’t asked for it, you could use valuable content to draw them in, when they want to come to you? You can. It’s called inbound marketing. And it works very well.
Inbound marketing: What you need to know
Successful inbound marketing relies heavily upon quality content. That can be in the form of articles, emails, videos, podcasts, infographics, or e-books. However, the content landscape is getting more and more competitive, mainly due to its own success. Now, to see what can be done to overcome this and to learn how this will impact the future or your content marketing program, read the full article at WordStream.com
- 02 Jul
Happy 4th of July From Our Family to Yours
- 30 Jun
A Beginner’s Guide to Retargeting Ads
by Dan Hecht
We’d all like to think that every single person that comes in contact with our business follows a very straight and orderly path to purchase. Someone visits our site for the first time, fills out a form to download an e-book, then becomes interested in talking with a sales rep, and before you know it, the lead is becoming a customer, handing over their credit card to purchase something from your company.
The Reality: A Buyer’s Journey is Probably Not So Linear
People pop over to your website, then leave. Then, a few days after that, they decide to check out another blog post. Maybe a week later they decide to get in touch with Sales. The same end result, but the process is a little more convoluted. So marketers need to be prepared to help their buyers through that convoluted process.
One Great Way to do That is With Retargeting Ads
If you’ve never used retargeting before, don’t worry . In this article, Dan Hecht from HubSpot will guide you through the basics of how retargeting works. Then he explain how you can use it to support your larger marketing goals, and even outline an example of a Facebook Ad retargeting campaign. So read the full article at the HubSpot Blog.
- 23 Jun
Thought Leadership Significantly Impacts B2B Buying
- Jun 23, 2020
- Dan Hoff
- Content Marketing, Conversion Strategies, Sales Enablement, Thought Leadership
The thought leadership content B2B buyers engage with in social media can have a tremendous impact on what they purchase. This was according to new research from LinkedIn and Edelman Digital.
Content + Thought Leadership = B2B Results
It seems that over a third of c-suite execs and decision makers surveyed said thought leadership content had influenced them to ask a vendor to participate in the RFP process. And 47% said such content had a direct impact on awarding business.
Edelman collaborated with LinkedIn on the study of more than 1,300 business decision makers and c-suite executives. They set out to explore how thought leadership influences the B2B purchase process. And they found answers. And to see what they discovered and access the report, read the full article at ChiefMarketer.com
- 29 May
7 Amazingly Effective Lead Nurturing Tactics
An increasing number of companies are adopting some form of inbound marketing as a way to generate more leads. And with that trend, the importance of having an effective lead nurturing strategy becomes even more important.
However, with inbound programs, we know that only a relatively small percentage of inbound leads are ready to purchase now. And statistics tell us that can leave upwards of 90% of your inbound leads on the table.
How to Nurture Leads?
Despite the clear benefits of lead nurturing, you can still struggle to build the right strategy around it. There’s a huge opportunity to implement effective lead nurturing strategies and gain an advantage over your competition. But, you are probably wondering, which lead nurturing tactics work best? And, how do I get started with lead nurturing? To find out, read the full article at the HubSpot Blog.
- 22 May
In Memory of Those Who Sacrificed Everything . . .
. . . so that we might be free.
- 19 May
7 Email Cadence Best Practices for Better Email Marketing Campaigns
by Jay Fuchs
According to a study by the Radicati Group, Inc., by 2022, an estimated 330 billion emails will be sent and received each day. That will make email one of the largest digital communication channels. And, through the years, email has become one of the most effective ways for businesses to convert leads into buyers.
Old Adage: “If It Ain’t Broke, Don’t Fix It”
And by now, we all know that an email campaign is an effective strategy for turning a prospect’s interest into hard sales. These campaigns can be massive assets. But they shouldn’t be structured arbitrarily.
There’s much more to the email campaign process than drafting up an email and hitting send. And, one of the most crucial and often overlooked components of the email campaign process is email cadence of your emails. Surprisingly the success of an email campaign can hinge upon the effectiveness of its cadence. And to learn how to build out a successful email campaign cadence, read the full article at the HubSpot Blog.
- 08 May
5 Steps to Build a Webinar Landing Page That Guarantees Attendees
by Brad Smith
Marketing in a world of “social distancing” has become a lot more complicated and far more difficult. And in this new “shelter in place” era a webinar can be one of the most powerful tools in your arsenal.
There’s a Simple Reason for That
Webinars allow you to connect directly with your audience. They can readily establishing your credibility in a domain. And, they can easily associating your business with that topic in the minds of your prospective customers. All of these factors build trust as you present your product in a transparent manner.
While this sounds all great, what if nobody shows up?
After all, without an audience, there’s really no point. The good news: You can skyrocket your attendees by using a customized webinar landing page that is specifically designed to encourage visitors to register. Five key steps go into creating a high-converting webinar landing page, and we’ll be covering all of them. To learn how, read the full article at the WordStream Blog.