- 19 Jun
Content: Gate or Not? That is the Question
Whether you recognize the term or not – you’ve all seen and many of you have created gated content. That term refers to putting something on your website or landing page that people want. And then, asking them for information in exchange for that information.
That’s The Locked Gate and They Have the Key
The challenge with gated content is that you need to offer something that has great value if you want people to actually trade you information about them in exchange. The question is how many fields should you require. Studies show that the more information fields required, the fewer people you will get to actually complete the transaction. The best practice rule of thumb is no more than three fields if you want a higher conversation rate.
Read the full article on McLellan Marketing Group.
- 16 Jun
This is How Blockchain Could Change Digital Marketing Forever
by Raj Chander
By now you have probably either heard of, or read a story about the explosive disruption that some refer to as the future universal currency. Others consider it a “disgusting…noxious poison.” But, what could elicit such extreme feelings in complete opposite directions? Bitcoin, of course.
It’s Really All About What Makes Cryptocurrency Work?
But the real story of Bitcoin and other forms of digital money isn’t their investment potential. It’s the Blockchain technology that underlies it. Blockchain is, in its simplest form, a method of digital record-keeping that creates a ledger of transactions. But, it is transparent and, most importantly, impossible to tamper with.
But, how could blockchain influence digital marketing?
Many facets of business and communication could be affected by blockchain. But much of the discussion to date has been about its impact on banking and financial transactions. While those two areas alone are significant, blockchain’s impact could go beyond currency and finance to affect marketers of all products and services. To learn exactly how blockchain could Change digital marketing forever, read the full article at HubSpot.com
- 15 Jun
Integrating a Podcast into Your Marketing Strategy
by Nicki Kamau
By now, there should be no debate. Video works and can be a very powerful weapon in your marketing arsenal. And that’s not just the case for B2C markets. Plus, it is a force to be reckoned with for B2B marketing as well.
That Brings Up the Idea of Podcasting
One way to begin to leverage video in your B2B marketing is though the use of podcasting. Hosting or appearing on a podcast can have a number of benefits for B2B marketers. For one, it can help in the nurturing of your buyer personas, It can serve to extend your audience reach beyond your current market boundaries. And, it can offer your content in an audio format, providing additional value to your community.
But the question is, how can you gain subscribers? Or, how can you nurture contacts into becoming listeners (and vice-versa). And then, how can you collect data on how your podcast is influencing ROI?
Here are the tactics to consider to get you started and to get your show noticed at ChiefMarketer.com
- 14 Jun
The Definitive Facebook Marketing Guide for Business
Why should your business invest in Facebook marketing? For starters, it’s the world’s largest social network with a whopping 2 billion users. In the United States and Canada alone, 183 million people use Facebook every day. To put that in perspective, that’s 80 million more people than the 103 million viewers that tuned into the 2018 Super Bowl.
There is Good News Though
The good news is you don’t need a budget of Super Bowl proportions to get into the game. Sharing valuable content that connects with fans and potential customers is your most important play.
And to help you out, here is the definitive Facebook marketing guide for your business. And in this piece, you will learn how to create a Facebook marketing plan in 9 steps at Hootsuite.com
- 13 Jun
The Changing Face of B2B Marketing
from think with Google
The business-to-business marketplace is changing. While this may not come as a surprise, the way things are evolving might serve as a wake-up call. And, that’s because over the past two years, there have been some rather interesting shifts. Not just in how B2B buying decisions are happening, but also in who’s responsible for them.
So what’s changed?
And to find out, Google partnered with Millward Brown Digital to find out. Approximately 3,000 B2B researchers were surveyed about their research and purchase habits as well as their use of digital (specifically, search, mobile, and video). In addition, Google analyzed 13 months of clickstream data from Millward Brown Digital’s desktop panel. The study, which was fielded in 2014, mirrors research from 2012, enabling us to see the shifts over the past couple of years.
And the results debunk a number of widely held beliefs and have major implications for B2B marketing strategies. So, to see more insights and data, read the entire post at think with Google.
- 12 Jun
Why Businesses Can’t Ignore Google AMP Stories
by Neil Patel
The Accelerated Mobile Pages (AMP) project was launched by Google in February of 2016. It had the stated goal of putting mobile performance above everything else on the web.
And Google definitely met their goal.
Today, AMP powers more than two billion mobile pages and 900,000 different domains. Pages with AMP now load twice as fast as pages without added AMP elements. And if you think you can ignore AMP, you’re wrong. AMP has some pretty awesome features and benefits that can take your content creation efforts to the next level.
But, if you don’t take the time to understand or use AMP stories, you’re missing out. And, here’s why businesses can’t afford to ignore them at KISSmetrics.com
- 11 Jun
The Most and Least Important PR and Corporate Communications Tactics and Trends
by Ayaz Nanji
The big question is, when it comes to PR, what works now? There are a lot of tactics and techniques out there. But, there are some things that are rising to the top of the heap.
Why Not Ask the People Who Do PR to Find Out?
It seems fairly simple, if you want to know something, ask the people who do it for a living. And that is exactly what Sword and the Script Media and Ned Lundquist’s Job of the Week did. In February of this year, they polled 155 corporate communications and PR professionals.
They asked them what it is that they intend to use more and the directions they are moving towards. And they found some trends worth watching [view original report].
As an example, respondents ranked storytelling as the trend/tactic that will matter most over the next 12 months. Surprisingly, content marketing ranked second. And, this was followed by thought leadership, aligning with Marketing, and influencer marketing. But, to see more of the data and insights, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 09 Jun
5 Proven Ways to Improve Website Conversion Rates
Sometimes it’s All Dust. Sometimes it’s Movement.
It is common for some businesses to find that their traffic numbers are solid. But the leads, sales and revenue, well they’re just not there. So if your marketing campaigns, SEO efforts or paid advertising are grabbing the attention of your audience, why do you have a low conversation rate?
Here’s five ways improve your website conversion rates at ChiefMarketer.com
- 08 Jun
Time Spent With Traditional Media Drops As Mobile Internet Use Blossoms
This year, people around the world are expected to spend about 8 hours a day consuming media. And that represents a 12% jump from 2011. This, according to Zenith in a new media consumption forecast.
The Beginning of the Mobile Only Era . . . Or the Zombie Apocalypse
So, it seems that the rise of mobile devices is the biggest contributor to this shift. In fact, it is having a far larger impact on media consumption patterns than previously noted. And, according to the report, as increasing amounts of time are spent with the mobile internet, there has been decreases in the level of consumption of traditional media. But, most noticeably, this has had the greatest impact on print newspapers and radio.
And with the rise in time spent with the mobile internet, there are drastic changes taking place with some traditional media. And if you are trying to hit your market, you need to read the full article » at MarketingCharts.com.
- 06 Jun
How to Create and Execute a Successful Lead Gen Strategy
by Ryan Lynch
Your audience no longer wants their attention bought. They want it earned. And, this means lead generation strategies need to be revamped across the industry. Plus, those strategies now need to better meet the needs of target markets.
Nobody Said It Would Be Easy
But where to start? Well, the first step in this evolution is to create compelling content. And the second is to use that content to convert visitors into leads. But, of course, this is easier said than done.
The importance of a powerful lead generation strategy cannot be understated. A solid lead gen strategy can mean the difference between success and failure. So it is incredibly important to get it right. And to help you do that, read How to Create and Execute a Successful Lead Gen Strategy at HubSpot.com
- 05 Jun
8 Ways to Cross-Sell/Upsell Customers with Search & Social Ads
Did you know that 32% of customers order again from the same company. And they tend to do that within their first year of becoming a customer?
The best – and cheapest – opportunities are the ones you already have
Running efficient advertising campaigns to re-convert past customers can a gold mine. Now, while it might seem counter-intuitive to re-invest in the same individuals, running paid campaigns for cross-sell/upsell has high value. But, experience shows that it can increase each customer’s lifetime value. Plus, it can boost the over all average order value of that customer. And that means increasing your revenue within your existing customer base.
So, to see how you can do this through search and social ads, read the full article at WordStream.com
- 04 Jun
How to Successfully Sell on Facebook
It’s incredibly easy to get sidetracked from sales. There are so many ‘moving parts’ go into selling now. And, adding social media into the mix, makes it really complicated.
In this modern, ‘digital forward’ world, traditional selling is becoming tricky
If you have tried social media to help sell, you’ve probably seen mixed results. In fact, the prevailing opinion has been that you simply can’t sell on social media. It’s impossible to sell on Facebook, right?
No it’s not
Actually, there are a growing number of businesses that do sell on Facebook. And the do so very successfully. But, you need to remember one thing: The purpose of your investment in social media is ultimately to sell. So, to see how you can harness Facebook’s potential as an online store, read more at MarketingProfs.com
- 02 Jun
Tech Update: Mobile and Social Media Usage, by Generation
from Marketing Charts.com
Millennials continue to be the generation with the broadest access to smartphones and the heaviest use of social media. But Gen Xers are more apt to be using tablets and a majority of Boomers are also “embracing” digital technologies. This, according to a report [download available] from the Pew Research Center.
Smart Phone Adoption is Growing at a Huge Pace
Also, not surprisingly, smartphone ownership has blossomed in recent years. Less than 5 years prior than this latest study, in May 2013, just half of the adult population owned a smartphone. Today, that number has swollen to 82% of all cell phone users. The marketing implications for this alone is huge and highlights the growing importance of a mobile-first strategy in the coming years.
To see more of the data, to read more insights and to download a copy of this report, read the full article at MarketingCharts.com
- 01 Jun
Happy Customers Are the Biggest Marketing Opportunity of 2018
Today, people – your customers – are more informed than ever before. They have seemingly limitless options at their disposal, and unprecedented clarity into how businesses treat their customers. These changes have translated to a sharp shift in power from business to customer. And this has resulted in dramatically higher customer expectations.
Your customers are less trusting and less patient than they’ve ever been
Potential buyers care less about what you have to say about yourself. They, and more than ever, want to learn about what your customers have to say about you. No matter how good, nothing you can ever write or create will be as trusted, as motivating, or as influential to potential customers than what your current customers have to say about you.
And that’s why Happy Customers Are the Biggest Marketing Opportunity of 2018. And to see how you can leverage that, read the full article at HubSpot.com
- 31 May
GDPR Is Here: A Simple Marketing Guide for Compliance
by Kay Kienast
The General Data Protection Regulation (GDPR) initiative has caused quite a bit of confusion, and turmoil. And, it has posed more questions than answers for US based companies.
Just Another Bureaucratic Stumbling Block or a Timely Tool?
Designed to put customers back in the driver’s seat of their preferences and personal data, the legislation has drawn broad criticism. However, customers and prospects will now own their personal data and have control over the communications they receive.
And as marketers, we are supposed to represent the voice of the customer. And in a manner, the EU’s GDPR can help us do that by focusing on the “customer first.” So, here’s how to make sure you not only comply with GDPR’s regulatory requirements and provide customers what they need at MarketingProfs.com
- 29 May
Four Key Metrics for Evaluating Event Marketing Performance
by Dax Callner
ROI is a misleading metric for evaluating event-marketing performance. This is especially true, since most B2B events are way more than just selling opportunities.
Attribution and Linking Events to Sales is Difficult
But, determining what an event costs can get really complicated, really fast. Do you include the hard costs of a venue or exhibit space? Event staff time? And how much revenue an event drives is no easier to decipher either. Unless your company is selling products at a B2B event (which does happen in some industries), it’s difficult, if not impossible, to attribute a converted sale to the event. And as is the case, in B2B sales, there are typically several touchpoints that contribute to a sale.
While events are important, remember that it’s just one touchpoint
So, how can you target in on the return of value of a show or conference? After all, events can contribute to pipeline. But they should also build brand affinity and strengthen customer loyalty, all important contributors to a business’s success and goals. And with that in mind, let’s look at four metrics that matter to event marketing at MarketingProfs.com
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- 25 May
Advanced Remarketing: How to Build an Intent Map (And Get More Conversions)
by Allen Finn
WordStream has devoted tens of thousands of words to remarketing. They’ve touted best practices, #hacks, and cross-platform strategies, shared superlative creative. And they have made note of just about anything that relates to getting your ads in front of your most valuable prospects (again).
But What About Taking Your Remarketing Program to the Next Level?
It’s no secret that remarketing is integral to sustained success in online advertising. After all, it allows you to reach prospects already familiar with your brand. It can provide them ample opportunity to return to your site and complete some sacred, coveted [desired action]. In fact, WordStream’s Senior Data Scientist, Mark Irvine, has discovered that people are 2x more likely to convert after seeing your ad 6 times.
So, whether you’re a SaaS company looking to fill your funnel and push leads to trial and, eventually, purchase. Or if you’re an ecommerce shop looking to move units, read the full article at WordStream.com to learn Advanced Remarketing: How to Build an Intent Map and Get More Conversions.