- 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
- 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 »
- 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
- 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
- 23 Apr
16 Creative Lead Generation Ideas to Try
by Allie Decker
Lead generation is tough, whether in person or online. Sending cold emails and scraping together lists can be difficult. And, let’s face it, its because people don’t want to take the time out of their schedules to talk.
A Lead Gen Nirvana? Impossible You Say?
What if you could reach your lead generation goals using methods that actually add value for your prospects? That is a possibility. And can be your new reality.
To walk you through how to achieve this for your business, Allie Decker over at HubSpot has detailed several creative methods you can add to your lead generation strategy. These ideas provide valuable information that helps prospects rather than simply pushing them to make a purchase. Read More >>
- 30 Mar
Some Great Ways to Use Video in Your Email Marketing
Video email marketing can be an incredibly effective strategy for businesses of any size. And the numbers for using video in email are fairly stunning.
Reports show that adding video to email can as much as double your CTR. And who wouldn’t want to double their email response rate?
But, What is video email marketing?
Video email marketing is simply including videos in email marketing. But, while the definition may be simple, actually adding video to your email isn’t. It seems that email services don’t allow directly sending videos, and rightfully so. But, that doesn’t mean there isn’t a “work-around” that gets you to the same place.
So, if you’re unsure about how to do that, we have a quick how-to post on the HubSpot Blog that explains it all.
- 18 Mar
How to Effectively Use Marketing Content in the Mid-Funnel
by Adam Little
Most people familiar with acquisition know there must always be a start to the customer journey. And there is the all-important end – that would be the sale. However, placing your reliance on these two points alone is a sure-fire way to decrease conversions.
Start – Got it. Finish – Nailed. Middle, Not So Much
Now, your sales cycle may just look like the path from A to B. But what goes on between the intrigue and conversion stages can make or break a company.
That is why it is important to harness the potential of content in this often-overlooked gap in the “purchase funnel”. And to find out how you can use your content more effectively in the mid-funnel, read the full article at ChiefMarketer.com
- 22 Jan
The 11 Landing Page Best Practices to Swear By
by Mary Lister
If you’re in marketing, you’re no stranger to landing pages. We’ve all clicked through an interesting ad looking for more information. And then only to abandon the landing page because it was too confusing or didn’t hold enough information. And if we’re paying attention, we usually take note of what not to do with our own landing pages.
Just Because You Build it, They Won’t Necessarily Stay . . .
But what about what we need to do to keep those visitors? You may think that it is simply a matter of using a plug-and-play solution like Marketo or HubSpot or Unbounce to make your landing pages. Or you’re having a specialist team or even in-house dev team build your landing pages. By now, you realize that it is hard work and can be extremely confusing.
But, there are answers. And to help you our, here are 11 landing page best practices for better pages and, of course, more conversions. Read the full article at WordStream.com
- 15 Jan
Five Ways to Boost Your Email Campaigns’ Inbox Placement in 2020
Even today, email marketing remains as one of the most dependable tactics in the marketer’s playbook. Flashy, new marketing channels come and go every year, many of them promising to yield impressive ROI. But few of them can actually compete with the tried-and-true approach of email.
Easy to Use. Tough to Master.
Email is relatively simple to use, and it delivers great ROI. But, even though it is easy to use, email is difficult to master if you don’t act on insights that can help deliver impact. And, often, the result of that neglect is beautiful emails, with tempting calls to action, but they get marked as spam and don’t make it to the recipient’s inbox.
As we enter a new year and a new chapter in digital marketing, it’s imperative that your email campaigns reach their intended destination. So here are five best-practices to boost and maintain email deliverability in 2020 at MarketingProfs.com
- 10 Jan
The Email Tactics Used by Senders With High Open Rates
by Ayaz Nanji
Even after all these years, email remains the top performing marketing tool. For small, medium and even enterprise level organizations, email still out-performs all other marketing tools.
But Email is Not a Static State
Rather, email is a dynamic, organic creature that moves, molds, evolves and changes. Since it involves a heavy dependence upon the human factor of the recipient, it is subject to the tides of change.
And the best way to keep up with those changes is to see what tactics work, what fails and the trends between those two points. Then, you can compare your performance against peer benchmarks.
And Who Better to Ask Than Those Who are Finding the Greatest Success
It seems that email senders with higher-than-average open rates are especially likely to rely on three primary techniques. They tend to use delivery optimization, A/B-testing, and reactivation campaigns. That, according to recent research from Validity and Demand Metric.
What did they find? First, most respondents report that their bulk email campaigns have an average open rate of 15% or lower. And the largest share of emailers reported an average open rate of between 11% and 15%. And to see more of the data and for an opportunity to download your copy of the original report, read the full article at MarketingProfs.com.
- 08 Nov
Where do Buyers Research Products? [New Report from HubSpot]
by Pamela Bump
The burning question of the day: Where is it that people do their research when they are considering a purchase? The time was, people perused print ads. Or they saw a promotional flyer. But the times, they are a changing. Or, at least they have changed and significantly. And if brands don’t keep pace with these changes, they loose opportunities to be in consideration of the final purchase.
If Ya’ Snooze if Ya’ Loose . . .
One big shift was noted in 2018 when it was discovered that 40% of people used social media channels for aspects of product research. And younger generations today are getting more and more connected to social media platforms. So, that means that the amount of product research done on these platforms is likely to grow. In fact, 16 to 24-year-olds already conduct product research more on social than search engines.
By now, you might be on all the major social media platforms. But, as they expand and evolve, you might still wonder which you should focus your time and efforts on if you’re selling a physical product. To determine this, it can be helpful to find out which social channels your specific audience is using to look for products, and then create social strategies that meet them where they are on their preferred platforms.
To learn more about the social networks people prefer to surf for product research, see the poll data and read the full article on the HubSpot Blog
- 30 Oct
7 Things You Can Do Right Now to Boost Your Website Conversion Rate
When you think about it, there are a number of good reasons for creating, updating, and maintaining your business website. On the top of that list should be one important goal. Above all else, it should be able to acquire qualified leads and customers. Otherwise, if your business website fails to generate qualified leads and customers, it certainly is not working on behalf of your success.
Just Becase You Build it, Doesn’t Mean They Will Come . . .
And, not only do you need to build a great website, but you also need to constantly optimize the design, the content and the usability of your website in order to convert more of your visitors. And when you consider that the average website conversion rate is 2.35%, every website could do with a boost to improve results.
So, how can this be improved, you may ask. In this article from Jeff Bullas’ blog, Lilach Bullock shares with us 7 things you can start doing immediately to boost your website conversion rates. To learn how your business can capture more leads and customers through your website, read the full article on Jeff Bullas’s Blog.
- 22 Oct
Avoiding Funnel Failure: 3 Tips for Lead Generation & Conversion
Lead generation is an expensive task for any B2B marketer. And understanding the nuances of each lead and how to replicate some level of success is as much art as it is science. Additionally, the pressure to both create and convert isn’t slowing down any time soon.
Which Came First, The Lead or the Conversion . . . ?
Today, balancing the demand for conversion and the importance of building meaningful customer relationships is an ongoing battle. However, the good news is that B2B organizations can implement a lead generation mindset. And they can create a framework that capitalizes on the opportunity to secure leads throughout each stage of the funnel.
To learn three practical tips for how marketers can drive leads, conversion rates, and bottom-line growth, read the full article on Chief Marketer.
- 17 Oct
How to Create Effective Sales Enablement Content
In far too many businesses there is far too little connection between marketing and sales team members. And that’s a shame. Because everyone in those companies suffers as a consequence of this lacking.
Marketing and Sales Have Plenty to Offer One Another
Marketers drive interest in the product or service through the content they produce and publish. Salespeople nurture the would-be clients through the educational content and sales materials they share. But if the content coming from marketing is disjointed, prospective clients can quickly lose trust. And then, unfortunately, marketing content is often shelved after one use.
That can make it a costly investment. But, what if that content could have a second life, or third, fourth, and more. Well, its ROI would soar. So, to learn How to Create Effective Sales Enablement Content, boost sales and increase the value and return on your content, read the full article at MarketingProfs.com
- 07 Oct
New Research Reveals How to Accelerate the Buyer’s Journey with Content
- Oct 07, 2019
- Dan Hoff
- B2B Marketing, Content Marketing, Conversion Strategies, Digital Media Trends
by Josh Baez
It’s no secret today’s buyers are overwhelmed. And today, the average consumer experiences tremendous marketing fatigue. They are literally being bombarded from every angle with marketing messages. And, that experience isn’t always a positive one.
Are We Hindering or Helping?
70% of buying decisions are made before ever talking to a salesperson. And these days, for buyers, experience and information matters more than ever. So, now there is an even greater reliance upon content for marketing outcomes.
As marketers, Are We Enabling Those Decisions or Hindering Them?
But, what can be done? New research just released give us some great tips. The report gives us some intereting insights into how we can best use our content to accelerate our buyer’s journey. And not to hinder it. So to learn what they found, read the full article at Heinz Marketing’s Blog
- 04 Oct
Which Tactics Do Marketers Consider Effective At Different Stages of the Funnel?
Many marketers could be suffering from leaky funnels, as the majority (82%) of businesses have zero to moderate integration of funnel sections, while only 2% say they have complete integration of their funnel sections. To make matters worse, according to a report [download page] from GetResponse and Demand Metric, 7 in 10 of the more… Read More »
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