- 18 Apr
2018 Metrics Show Some Email Deliverability Improvement
from Marketing Charts
According to an analysis released last year by Return Path, some 15% of US marketing emails fail to reach the inbox, Now that may seem to be bad news. But, in fact, this figure is an improvement from 2017’s rate of 23%.
Not Time to Relax Quite Yet
But that doesn’t mean that marketers can’t afford to rest on their laurels. After all, there are still some verticals that are still experiencing poorer performance. So, to address this, Return Path has once again benchmarked its data [download page].
This recent study provides a host of updated yardsticks across several metrics that can act as indicators for sender reputation. And to see some highlights across these indicators, read the full article at MarketingCharts.com
- 05 Apr
Which Types of B2B Influencer Content Do Buyers Find Valuable?
from Marketing Charts
We know from previous research that B2B leaders say content spurs their buying processes. In fact, almost all respondents to a new survey [access page] by Demand Gen Report and ON24, say they are now placing an even higher emphasis on the trustworthiness of the source of information for the content.
“TRUST” is Easy to Spell But Hard to Achieve
For those of us in the B2B content business, this means, using trusted influencers in a content campaign can prove fruitful. But what formats work best when running influencer campaigns? To see more of the data and to find out what works best, read the full article at MarketingCharts.com
- 02 Apr
Most B2B Buyers Admit to Postponing Purchases. How Should Vendors Respond?
It seems that content marketing still has a lot of power in the market. In fact, according to Aberdeen report [download page], content ,in one form or another, kick-starts buyer journeys for about half of B2B buyers. But, still, they found that a substantial number of purchasing decisions don’t go anywhere. A whopping 53% of B2B buyers saying they postpone decisions on at least half of their purchases.
What is to Blame for These Stalled Decisions?
Many buyers appear to point the finger at the vendors, reporting that they cancelled or postponed a purchase because they saw no differentiation between solutions. And more than half claiming that no vendor met their needs. And, it also seems that buyers are not overwhelmingly confident that their needs have been clarified when they are involved in making a purchase.
The report suggests a number of remedies that vendors should consider to address this buying confusion. And to learn what they are and to download the original report, read the full article at MarketingCharts.com
- 26 Mar
How to Convert With Psychology: 4 Design Levers To Pull
by Tyson Quick
Users, visitors, prospects, leads, and customers. What do all these words have in common? Well, simply put, they’re how marketers classify the people who engage with their brand. And yet, as they tend to lump them together in analytics dashboards, it’s easy to forget that they’re just like you and me.
Human Needs and Desires Create Demand for Your Business
After all, it is those human needs and desires that your product or service aims to fulfill. But, in order to fulfill these needs and desires, your business needs more than just a good product. In todays digital world you also need a solid grasp of design. And fortunately, when you optimize your website design for conversion, you can leverage psychology everywhere. You can do it with colors and numbers, shapes and taglines, and even the serifs of letters.
And knowing how psychology and design intersect is key to guiding prospects toward conversion. So to learn the four foundational principles that will help you marry psychology with design, as well as some little-known phenomena that can give you an edge in your design and conversion rate optimization efforts, read the full article at HubSpot.com
- 23 Mar
What Are The Most Effective Email Re-Engagement Campaigns?
from Marketing Charts
Inspite of all the proclomations to the contrary, email remains the go-to marketing channel for many organizations. And that is with good reason. Study after study show that a vast majority of consumers prefer email for brand communications. And current projections indicating that by 2021, there will be more than 4.1 billion email users worldwide.
So, clearly, organizations must prioritize email to maintain its effectiveness. But simply becuase we have documented proof that email has worked well, doesnt mean it continues. As example, we know that engagement remains the key to getting email into subscriber inboxes. However, now we need to know exactly what it is that drives this critical factor in email success.
And that is exactly what this latest Return Path report [download page] looks into. Even with a high rate of effectiveness, marketers still must deal with inactive email subscribers. But more than half of respondents said they do not actively try to re-engage inactive subscribers. And of those who do create targeted campaigns for re-engagement, they reveealed that the path to re-engagement worked best with free resource offers.
To see more of the data, additional insights and to download the original report, read the full article at MarketingCharts.com
- 06 Mar
An Introduction to Persuasive Advertising vs. Informative Advertising
by Clifford Chi
As marketers, we know that if we want to persuade an audience, we need to evoke an emotional response from them. But how do you actually do that? Well, for one, we can use persuasive techniques that emphasise value. Or we can inform and educate them.
But What is a Persuasive Ad? And How Do They Differ From Informative Ads?
Well, recently Clifford Chi, over at HubSpot, took a look at this dicotomy of advertising approaches. He examined six persuasive advertising techniques that you can use right now. Plus, he then looked at three informative advertisement examples. And each of those is surprisingly as compelling as the persuasive advertising examples.
So to learn all about Persuasive Advertising vs. Informative Advertsing, read the full article at HubSpot.com
- 05 Mar
B2B Email: Customers Crave Curated and Customized Content
Today, B2B marketers who rely upon email marketing are facing some huge challenges. Long gone are the days of batch and blast. Now, challenged by expectations in the market, we need to personalize email content, making it relevant to the recipient. And that means going way beyond just dropping someone’s name in the subject line and calling it customization. It means giving them what they want.
It All Comes Down to Creating Relevant Content
Relevant content that people crave is crucial to your email campaign success. But, many brands still have a hard time generating content at scale to fuel their B2B email marketing initiatives. And if you don’t have the content, or it isn’t something people want, then your campaigns simply don’t yield the results you need.
In this article, Beth Negus Viveiros, Managing Editor at ChiefMarketer Networks, gives some interesting insights into B2B email marketing. She looks at how curated and customized content can impact email success. So, to learn how you can make it work for you , read the full article at Chief Marketer.
- 02 Mar
Use Customer Journey Mapping to Transform Frustration Into Conversion
For most businesses, it is difficult to see your product from your customers perspective. We all tend to be too obsessed with all the bells-and-whistles of the backend. And we tend to neglect to consider customer experience. As a result, we end up ignoring how the customer views us and our products.
If Only There Were a Magic Mirror . . .
Customer Journey Mapping is fundamentally designed to address that very issue. It is a tool that can give companies the ability to get a customer’s eye view of the user experience. Therefore, building a Customer Journey Map is important. It can help you to know how your business works. And it can help to spot potential weaknesses and allocating resources more effectively. Plus, it will even help to constantly improve and streamline your customer service.
But, building a Customer Journey Map doesn’t need to be a complex process. And it can be simple, and to see just how easy it can really be, read the full article on JeffBullas’s Blog.
- 28 Feb
How Advertisers Use Different Video Platforms Across The Funnel
from Marketing Charts
Video, as a marketing tool, is here to stay. And that is mainly because it works and works well. As it becomes more prevalent, it is increasingly important to understand where in the sales funnel it’s most impactful.
Video Growth is Big. Bigger. Biggest Yet!
According to a study a study from Advertiser Perceptions, roughly half of advertisers are increasing their video budgets. And while this is big and getting bigger, most are begining to place greater emphasis on where the largest audiences are. The study showed that fewer advertisers are using digital/mobile video for upper funnel opportunities. But, this platform dominates both the middle and lower stages of the funnel capturing consumers during their decision-making and conversion stages.
This makes sense as these devices are ones on which it’s easy to convert. To see more of the data, to access the original report and view additional insights, read the full article at MarketingCharts.com
- 26 Feb
The Optimal Sales Cadence: Frequency and Duration Benchmarks
by Ayaz Nanji
How many times should salespeople contact prospects? And, how long should outreach last? Or, what is the optimal spacing between contact attempts? And, how quickly should sales reps respond to prospects?
Great Questions, So What Are The Answers?
To find the answers to these questions, InsideSales.com conducted a study. They examined data from more than 1,456 sales cadences. As part of the study, they examined full-range sales cycles. Additionally, all were start-to-finish direct attempts by salespeople in various verticals. And, with each being designed to engage sales prospects. And what they came up with are some interesting answers to those questions.
NOTE: A pop-up opens on this site and a Free MarkeitngProfs Registration may be required to read the full article.
- 22 Feb
The Real Secret Behind Growing Brand Trust With Customers
Customer trust is the cornerstone of any successful business. Yet, many businesses simply assume that customers will trust them from the start. And very few put much effort into building confidence and trust in the market.
Customers Tend to be Skeptical About Businesses They Don’t Know
And according to the Edelman Trust Barometer, consumer trust in business has remained stagnant over the past few years. What is stunning is that almost half of buyers report they are generally distrustful towards branded messaging.
Building trust with your audience is even more essential for businesses today. But convincing a new customer to trust your brand enough to share their hard-earned money and sensitive financial information can be tricky. So, to see some of the best strategies and approaches to build meaningful trust with your customers that will lead to higher sales and greater loyalty, read the full article on Jeffbullas’s Blog.
- 20 Feb
Cognitive Marketing: 5 Psychological Tools to Boost Your Marketing ROI
As marketers, we should understand the decision-making process of our customers. As the economy grows and the choice of products increases exponentially, it’s more important now than ever to know why the customer chose a brand. Was it random? Was it pricing, location, the color of packaging? Or all of those things?
Classical economic theories explain human behavior in a rational, mathematical way. In that theory, it claims that customers choose the product that brings them the most utility. They tend to pick the one that is best for them and the cheapest one among its competitors. As marketers, we know that’s at least not always the case. Otherwise, advertising wouldn’t be as effective as it is. But psychologists know more. They know this is absolutely wrong. They know people are irrational, unreasonable and impulsive. And, most of all, they are horrible at maths, unlike what economists assume.
To learn some cognitive biases people rely on when making a decision, and a peek at which marketing ideas you can apply after discovering these biases, read the full article at Jeffbullas’s Blog.
- 31 Jan
6 Cognitive Biases You Can Exploit to Boost Sales
As human beings, we tend to think we are perfectly rational beings. But, in reality we aren’t. At least that’s what decades of cognitive research has shown. And that research has shown that simple, seemingly innocent tweaks can significantly influence the choices that consumers make.
These simple tweaks can significantly influence decisions thanks to cognitive biases.
Cognitive biases are common mistakes in reasoning that occur when we value perception or beliefs over reality. And some of these cognitive biases are common enough that you can count on them to influence consumer behavior, and even include them in your marketing strategy.
To get you started, here are six cognitive biases that you can use in your marketing strategy to boost sales at WordStream.com
- 28 Jan
6 Often Overlooked Optimizations to Increase Your PPC Conversion Rate
by Athena Pham
For most, we all know that in the paid search world, you learn by testing. You test your CTAs, your ad copy, your images. You test your headlines, your placements, and even your keywords.
And with all that testing, it’s easy to begin to think you’ve tried, well, everything to improve performance and increase conversion rates. But, don’t worry, you really haven’t.
Whether you’re a business owner trying to grow your business, an account manager looking for new strategies, or a PPC specialist exploring tricks to have powerful campaigns, there are six often-overlooked optimizations that can increase your PPC conversion rate. See them all at WordStream.com
- 26 Jan
The Purchase Influencer Hierarchy: Friends & Family &, Online Influencers &, Celebrities
Influencer marketing content can certainly hold sway over consumers, in particular youth. But that doesn’t appear to have nearly the same power as a recommendation from a trusted friend or family member.
Now, This is Information Influence Marketers Need
In fact, a recent study from SurveyMonkey arrived at some interesting indications. They found that US consumers are more than 5 times as likely to have made a big purchase due to a recommendation from a trusted friend or family member than as a result of seeing an online influencer own or endorse the product/service .
It is interesting to note, though, that online influencers appear to have more, shall we say, influence, than traditional celebrities. To see more of the data, observations and to download the original report, read the full article at Marketing Charts
- 23 Jan
Emotions Matter: Why Your B2B Marketing Must Connect Before It Can Convert
Do Emotions really matter in a B2B purchase decision? Or is it always simply a matter of logic and not emotions?
“Just the facts ma’am. Nothing but the facts . . .”
For B2B marketing, the trick is in making an emotional connection without making your case emotionally. We can’t “chew the scenery,” so to speak. We simply don’t have an audience that is as passionate about our services as consumers are about trucks or chocolate or puppies and kittens in need of forever homes … But we do need to make sure we’re connecting with our audience on a level other than “just the facts, ma’am.”
Even with the necessity of a more restrained approach, we do need to create opportunities for our prospects to feel their decision rather than just think it. How do we do this? To find out read the full article at TargetMarketingMag.com
- 15 Jan
Direct Response Copywriting: How to Craft Copy That Converts
The No. 1 goal of the direct response copywriter is to write copy that converts. But direct response copywriting isn’t easy. The fundamental job of your copy and content is to drive conversions and sales. And that requires a savvy sense for your audience, a firm grasp on your value prop, and an arsenal of powerful writing tricks and techniques.
A recent infographic from Koeppel Direct shares some of those direct response copywriting secrets. And you can learn how to craft a killer direct response effort in no time, or at least how your favorite copywriters use their magic fingers to massage your leads into great customers.
- 07 Jan
The Bandwagon Effect: 5 Ways to Use the Power of the Crowd to Supercharge Your Conversions
We‘ve all heard it before. It is a well-worn phrase.
But, what exactly is the Bandwagon Effect?
It refers to people’s propensity to do something based upon a “follower principle.” They do it because a lot of other people are doing it. And, this is regardless of whether what is being done aligns with their original beliefs.
The bandwagon effect has been shown to be extremely powerful. Its effect has been observed in politics, public policy, and marketing. And countless studies have shown that the bandwagon effect influences people’s willingness to not only use an item but to also pay more fore it.
So, how do you leverage the bandwagon effect to boost your conversions? Here are some ideas at HubSpot.com
- 19 Dec
5 Ways to Use Facebook Messenger Bots to Increase Conversions
There has been increasing interest in chatbots over recent years. In part, that’s because of their ability to take on the burden of time-consuming business tasks. For instance, adding a bot to your Facebook page in order to respond to customers quicker than ever. And provide them with a high-quality service.
There are a huge range of benefits for businesses that are installing Messenger chatbots to their Facebook page, too. One of the most important is a chatbot’s ability to increase conversion rates, as long as the pre-designed messages are written and planned effectively.
Here are five ways that you can use Facebook Messenger bots to increase your conversions, as well as our top tips for writing high-quality messages. So read the full article at WordStream.com to learn them all.
- 17 Dec
16 Quick Tips to Maximize Your Value From Cold Emailing
by Reshu Rathi
Cold emailing has largely become a black hat strategy. After all, nobody likes to send them or receive them. But that doesn’t mean you shouldn’t use them. According to Yesware, you can receive a response rate of as high as 30-50% from cold email. But most businesses are not even getting 1% returns from this channel.
Why? Because getting people to respond to an ice-cold email is tough.
The question is how you can warm up your cold emails. If you can optimize them, you can boost your response and return rates from this channel. But, optimizing cold emails doesn’t just mean adding recipients first name in the email. Even though that helps. However, you’ve got to show your recipients that you’ve put work into understanding them and their issues.
So, here are a few tried and tested strategies that you can use to get better returns from cold emailing on Jeffbullas’s Blog.