- 20 Apr
6 Fundamental Video Marketing Tips for Every Type of Skill Level
by Clifford Chi
Nowadays, most marketers obsess over how they can amplify their content’s reach as much as possible. More views means more leads and customers, right? While this convention can be true, it’ll only pan out if you optimize your videos for humans before you optimize them for algorithms.
If a Video Drops in a Forest . . .
Resonance is the most important determinant of whether your audience will take action. And your video’s creative is the most important determinant of whether your video will resonate with your audience. So even if your video reaches a million people, if it doesn’t resonate with them, it won’t persuade anyone. It won’t help them to take your preferred action, let alone remember your brand.
With this insight in mind, let’s go over six fundamental video marketing tips that’ll help you craft videos that resonate with as many people as it reaches at HubSpot.com
- 17 Apr
For Better ROI on B2B Webinars Don’t Overlook Low-Hanging Fruit
Some consider webinars to be a great tool for any stage of the buyer’s journey. When done properly they can be your best tool at a couple of points in the funnel. But, if you’re trying to use webinars to blast cold leads with boastful information about your product or company, you’re probably not going to get the level of attention and engagement you’re after.
Webinar Success Principle One: Teach. Don’t Preach
B2B webinars don’t have to be a lengthy sales presentation in disguise. And they don’t have to be boring or single-use content. To achieve a better return on investment, there’s plenty of low-hanging fruit to consider when you’re planning and putting together your webinar.
To learn how, read the full article at MarketingProfs.com
- 16 Apr
8 Email List Building Tactics for Small Businesses Marketing Success
by Rukham Khan
The current competitive landscape dictates that to survive, you must keep growing. And, with that in mind, businesses of all types and sizes employ all sorts of strategies and tactics to sustain and even accelerate their growth.
Email: Still the Go-To Business Building Tool
Even after all these years, one of the most successful and proven methods for growing small businesses has been through email. But that means you need to do list building. We all know that having a quality email list offers lots of advantages. An good and receptive email list gives you direct access to the people who actually want to hear from your business.
But, that’s where the hard part comes in. Contrary to what you may think, building email lists for small businesses can be an inexpensive but effective strategy to grow your business. So, to help you get started, here are eight ways that you can build email lists to grow your small business at WordStream.com
- 13 Apr
Five Website Conversion Principles That Will Increase Your Lead Volume
One of the most critical elements of your landing pages and conversion paths is your form. Yep, you read that right. Your lead gen form acts as the main gateway between a user and you. And it can either keep the visitor a stranger to your company or help turn that visitor into a lead for your company.
A Bad Form Kills the Experience Your Landing Page Provides
And, as a result of a form that seems a chore to complete, it can kill conversions. After all, we know that buyers are becoming increasingly fussy.
Without a delightful and error-free experience with your brand or website, it’s likely you’re losing out on conversions, leads, and clients. In this article, Marcus Taylor gives us five conversion rate optimization (CRO) principles that will increase lead volume and help you surpass your lead-generation targets. So read the full article at MarketingProfs to learn them all.
- 12 Apr
Should B2B Marketers Gate Their Content? Or Not
from Marketing Charts
As the argument goes, . . . “to gate content only serves as a barrier to prospects.” And the response . . . “yes, but the content needs to work for me and I want to gain contact information.”
To Gate or Not to Gate. . . . That is the Question
It seems that some 44% of B2B companies gate content. But why is that the case? While it’s a safe assumption that it’s about acquiring more leads, there are also other benefits. This, according to a recent report [download page] from Walker Sands.
While it’s true that close to two-thirds of the B2B marketers surveyed for the report who gate content cited earning qualified leads as their reason for doing so, more than half said they used gated content to add prospects into an automated marketing program.
To see more of the data and insights, read the full article at MarketingCharts.com
- 11 Apr
7 Ways to Upgrade Your Social Media Marketing Strategy Now
With more than three billion people now using social media every single day, it’s important to stay ahead of the curve when it comes to your brand’s social media activities and status.
But this can be tricky when social media keeps changing. There have been a host of updates to social media platforms throughout 2018 and into 2019. There are also a ton of new trends that affect how users engage on these platforms. Each of these changes has been a catalyst for businesses to adjust their social media marketing strategies and tactics.
In order to stay competitive, you need to adjust your strategy, as well. In this article, Senior Outreach Specialist Tabby Farrar and Social Media Executive Mollie Hyde give us seven killer social media tactics that your social media strategy needs right now.
- 10 Apr
Four B2B Marketing Trends to Watch This Year
One of the promises of digital technology was to put an end to the dilema John Wanamaker faced almost a centry ago. He once mused that he knew that half of his marketing spend is wasted. But, he just didn’t know which half. So for B2B marketers, it’s not too much of a surprise that less than 4% of those surveyed for a report by Wpromote [download page] plan to reduce their digital budgets next year.
But What Are The Factors in Play?
There are some significantt trends that surfaced from Wpromote’s study. Most of which connect with other themes as featured previously on MarketingCharts and show a clear picture of the four B2B marketing trends that merit watching.
To these trends and some probing insights, read the full article at MarketingCharts.com
- 04 Apr
Google Shopping Ads Benchmarks for YOUR Industry
by Mark Irvine
We now know that, today, one out of three paid clicks on the SERP go to the shopping ads. And ecommerce advertisers know that they can’t miss the prime digital shelf that shopping campaigns
It is particularly difficult when you’re launching your first shopping campaign. It can be daunting to know whether you’re doing a good job. And many advertisers may be surprised to discover that their Shopping campaigns perform differently. Some may have different click-through rates, costs, and conversion rates from their search campaigns.
So how should you expect Shopping ads to perform in your industry? To see what he came up with and to get the benchmarks for your specific industry, read the full article at WordStream.com
- 01 Apr
Digital Adoption 101: How To Reach Digital Marketing Nirvana With Your Business
by Zac Johnson
As the saying goes, today, the only constant is change. And, in the business world this can be a life-and-death matter. What can you expect to happen if your business doesn’t adapt to the changes within its own industry? Well, it’s probably destined to fail.
Is This Simply Deja Vu All Over Again?
This adaptation-fail is something we continue to see time and time again with offline businesses. Especially for those that never fully make the move to online. And for both B2B and B2C businesses, it’s important to make sure you aren’t just changing with industry trends and technology. You also need to make sure these advancements are actually working for you as well.
One clear observation that businesses of all types should be focusing their efforts on, is how this ‘brave new world’ of digital can be leveraged for their success. There is actually a term for all of this. It is called ‘digital adoption‘. To find out you can make all this work for your business, read the full article on Jeff Bullas’s Blog.
- 29 Mar
9 Expert Tips For Perfecting Email Open Rates
In today’s highly competitive world of online communication, every email you send competes against hundreds of other email messages at any given time. But they also are up against a dwindling attention span of subscribers. As a result, any email you send, including your marketing emails, should aim to grab a subscriber’s attention in their crowded inbox.
Great. So How Can You Do That, You Ask . . . ?
Well, first off, lets start with your subject line. If it’s not interesting enough to catch their attention in a fraction of a second, you might not have a second chance. Then, you won’t get your message across. And besides, if you regularly practice email marketing, ineffective subject lines can noticeably harm your open rates. And then, consequently your potential revenue.
But that only scratches the surface of the issues that can hinder your email marketing success. And to help you our, here are 9 Expert Tips For Perfecting Email Open Rates on Jeff Bullas’s Blog.
- 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
- 14 Mar
New Data: B2B Leaders Say Content Spurs Buying Processes
from Marketing Charts
Content remains one of the most effective ways of initiating the buyer’s journey. Indeed, almost half of the more than 200 B2B marketing leaders who took part in a survey by PathFactory and Heinz Marketing said that their company’s buying process was initiated by someone on their team coming across a prospective company’s content they found interesting.
Content is The Spark That Lights the Fire . . .
In terms of acting as a catalyst to the buyers’ journey ran a close second. Discovering interesting content was second only to someone vocalizing a pain point or challenge that needs to be addressed. It’s often the function of content to address these pain points. However, close to half of the survey’s respondents said that one of the biggest issues they have with the content they receive is that it isn’t relevant to their pain points or challenges.
It’s true that content marketers experience challenges when it comes to procuring and utilizing their marketing data in order to tell the right stories. So what other challenges do marketing leaders experience with content? To find out read the full article at Marketing Charts.
- 12 Mar
Is Video Working? Video Ad Engagement Benchmarks in 2018
from Marketing Charts
We have ample evidence of the growing popularity and increasing use of video in marketing. In fact, video has found popularity and application at more than one point in the sales funnel. But, just because we create all of this video content, how do users respond? Is it really effective for them?
The Dials Keeps On Moving for Video in Marketing
In order to find out how effective video ads are, Extreme Research looking at a number of metrics to gauge the effectiveness and to spot some emerging trends. Their report [see the original report] looked at video ad completion, click-through and viewability rates to compile a picture of how viewers are responding. One shift they did note was the increasing impact of connected TVs on the marketing video landscape.
To see the data, access the original report and gain additional insights, read the full article at MarketingCharts.com
- 11 Mar
Five Surefire Ways to Boost Your B2B Marketing Content’s Readership
Today there is an increasing importance and use of content marketing as a staple of B2B marketing. Plus, it is also fast becoming one of the top tools used by buyers in their purchase journey. But is the content you use really working? Probably not since only 20% of B2B marketers describe their approach to content marketing as “very successful,” according to a survey by MarketingProfs and Content Marketing Institute.
So, Why Is It Just Not Working Well?
That’s because, as the survey noted, over 83% of those on the receiving end of online marketing messages reported being overwhelmed by both the amount and the length of communications. So, what is the answer? How can you boost your B2B content readership?
In reality, its quite simple. If you want your B2B marketing content to gain readers, the first thing you must do is think like a journalist. And to learn how to do this for your content marketing program, read the full article at MarketingProfs
- 25 Feb
Three Essential Ingredients to Create the Perfect Lead Magnet Program
Want to create a lip-smacking lead magnet that prospects will come from far and wide to sample? You’ll need the right mix to do it, including these 3 essential ingredients. Read the full article at MarketingProfs
- 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.
- 08 Feb
How Neuromarketing Could Revolutionize Marketing
by Clifford Chi
With the rise of digital media, the entire marketing landscape has shifted. One advantage over ‘traditional marketing’ is the ability to measure a campaign’s performance. But even with all of these metrics, we still can’t measure what is arguably the most crucial indicator of a campaign’s performance. And that is emotional resonance. But what if we could actually measure emotional resonance?
This is Where Neuromarketing Comes In
Neuromarketing is a blend of neuroscience and marketing designed to help brands gauge the emotional resonance of their current and future marketing campaigns. And even though we live in an age of data overload, where you can measure almost anything, we still are still not able to accurately gauge the most important element of your marketing campaign — its ability to make your audience feel something.
Fortunately, the neuromarketing space is rapidly evolving, and its technology is becoming more affordable and practical for marketers. And, hopefully leading to its mainstream use tomorrow. To learn how this can impact your marketing, read the full article at HubSpot.com
- 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
- 30 Jan
The State of Digital: Post Length and Publishing Frequency Trends
by Ayaz Nanji
Early in the evolution of online writing, the standard was to keep articles as brief as possible. Typically, the range that was considered a “best practice” was between 500 to 1, 000 words. But, the proportion of bloggers who typically write posts under 500 words has steadily declined since 2014. And this has happened at the same time as posts longer than 1,000 words has steadily increased.
The see the trend data, to download the original report and see more insights, read the full article at MarketingProfs.com
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