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By: Nick Westergaard Posted: July 19, 2016 | Content Marketing Content is king! Content rules! No one is going to tell you in this day and age that you need to create less content. In fact, according to the Content Marketing Institute and Marketing Profs, 80% of marketers across all sectors (B2B, consumer, nonprofit) are using content in some form. Of those same marketers, 74% have plans to produce even morecontent in the year ahead. And yet, 57% of marketers report that creating content consistently is a top challenge. As very few organizations claim content creation as a core competency, many are wondering how they should go about developing all of these new ebooks, newsletters, blog posts, videos, and images required to engage today’s buyer. Content creation can get real complex, real fast. In my new book Get Scrappy: Smarter Digital Marketing for Businesses Big and Small, I outline several frameworks, strategies, tactics, and hacks for helping today’s frustrated marketers do more with less. Let’s take a look at four content creation hacks that should be in every marketer’s toolbox, including yours: Hack #1: Relentlessly Repurpose Content In Content Rules, Ann Handley and C.C. Chapman encourage brands to be a “content chop-shop” by always looking for ways to get multiple uses out of a particular piece of content. You should strive to relentlessly repurpose all of the content you create. You can start small by combining smaller pieces like photos, cheatsheets, and blog posts into something larger like an ebook or whitepaper. You can also take a larger piece of content apart and create blog posts, videos, infographics, and social media updates. The possibilities are endless, so get creative! Pew Research Center does this by sharing individual data points on Instagram, which point to a longer article about the research, which then invites you to download the entire report. As expensive as formal research is, it makes sense to repurpose it as much as possible. This also provides an opportunity for you to reach your audience across multiple channels and get your team involved. For example, you can make re-imagining your content an internal challenge by encouraging others to offer ideas on additional forms of content you can create. Hack #2: Utilize Historical Content If your business has been around for a while, chances are there are old photos laying around in some closet or storage facility, or stored digitally. One of the scrappiest things you can do is to digitize this old-school content so that you can give it new life online. Whether it’s #ThrowbackThursday on Instagram or populating Facebook’s timeline feature, these content classics can be a tremendous asset. For examples, check out what Herman Miller is doing on Pinterest with their history board “107 Years and Counting.” Even your old marketing collateral and advertisements offer some nice history. Southwest Airlines has a Pinterest board dedicated entirely to their old photos and ads. Hack #3: Curate Content Beyond finding ways to repurpose as much of your brand’s internal content as possible, there are other sources you can leverage outside of your organization through content curation. With budgets spread thin, curation is a viable part of the mix for many. Some examples include a blog post or email newsletter that rounds up the best articles on a particular subject important to your buyers or industry. There are several tools that can help you streamline the task of finding good content. Some are free or low-cost—like Feedly, Scoop.it, Newsle—and some are geared more toward the mid-market or enterprise level with more functionality and features, such as Curata and TrapIt. One word of caution: Avoid thinking of curation as simply a low-cost alternative to content creation. Bothshould be viewed as complementary approaches to the same overall strategy—providing your community with useful content. Hack #4: Encourage User-Generated Content The final external source for content is from your own community. User-generated content is valuable in more ways than one. First, it’s content you don’t have to create that you can turnaround and share again, which brings me to my second point. User-generated content is powerful as it demonstrates in a very public and authentic way that your audience is engaged. A common misconception is that user-generated content just “appears.” Like all things involving others, it starts with a request from you. Remember, no one (your buyers and community included) will know what to do unless you ask them. More often than not your community will participate if you ask them. For instance, after seeing their fans share photos showing their love and happiness around their product, Ben & Jerry’s put out a call for fans to share their best euphoric photos by using the hashtag #CaptureEuphoria, with favorites featured in print and digital ads for the brand. As you work to do more with less when it comes to your content marketing, these four scrappy content marketing hacks—relentlessly repurposing content, utilizing historical content, content curation, and user-generated-content—deliver big results. Looking to get scrappy with your other marketing initiatives? Register for my upcoming webinar Get Scrappy: Smarter Digital Marketing for Businesses Big and Small to learn how to create a scrappy marketing strategy to win in today’s complex digital world.
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Once a week or so , we will try and share 'what's in the news' about Marketing Automation, Digital Marketing and Engagement Marketing... Maybe even Big Data too. How Marketers Can Seize the Mobile Moment CIO A new report by Forrester says marketers and advertisers cannot afford to shun mobile. People are consuming mobile content more than ever. However, only two percent of online shoppers want to see offers from brands on their mobile devices. One of the mistakes marketers make is delivering content that markets products. The smartphone is very personal, and mobile users don't want to turn their device into a billboard for advertisers. Marketers who don't heed this advice are doomed to get abysmal conversion rates. How to Create a Data-Driven Marketing Team Computer World To succeed as a data ready enterprise, companies are faced with the imperative of building a data-driven marketing team that can put massive amounts of data to work. Interestingly, the biggest obstacle to creating a data-driven culture is a lack of leadership. Most people are afraid of data and are afraid of being involved in situations where they don’t know the numbers and don’t understand how the data represents their business. 80 Percent of Marketers Will Increase Digital Budgets in the Year Ahead Direct Marketing News According to the Direct Marketing Association’s “2015 Statistical Fact Book,” four out of five marketers will increase their spend on digital this year and 45 percent will focus on social media marketing as their biggest area of opportunity. Email marketing came in second as it was seen as continuing to deliver exceptional ROI because people continued to respond positively to the commercial messages that reached their inboxes. Most importantly, 77 percent of respondents said they'd likely buy more if their mail was personalized, and 69 percent said they were willing to share more personal information in return for that relevancy.
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Posted on behalf of our LaunchPoint partner Insightpool.
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By: Kylie Ora Lobell Posted: February 1, 2016 | Content Marketing Great content should be at the core of your marketing initiatives, but to produce this content, you need to hire talented creators. If you own a small to medium-sized business, you may not have the budget to take on a staff of full-time writers, photographers, videographers, graphic designers, or developers. This is where freelance employees come into play. With freelancers, you can save money on operational costs since you don’t need to provide benefits or workspace. Plus, you can pick and choose whom you want on your content creation team from a pool of freelancers around the world. By not depending on local workers, you’re able to put together a diverse team from a variety of backgrounds and niches. However, if you’re going to be integrating a number of different freelancers into your company, you need the right tools to manage them efficiently. These are five types of tools that you can utilize to ensure that your content marketing campaigns stay organized and drive results: 1. Finding freelancers Doing a Google search or finding referrals for freelancers is a time-consuming process. Instead, you can look at job boards where top talent congregates. One example is the Upwork platform, which gives you the opportunity to find freelancers for every type of content creation. There are more than 10 million independent workers from over 180 countries on the site. Once hired, you can message back and forth with your freelancers, create milestones they have to meet, and pay them through the site. Another site for finding workers is MediaBistro, where you can either post jobs or browse through the talent on the site. All freelancers list their resumes, samples, and experience, which means you can vet them before making contact. To find freelance bloggers specifically, try ProBlogger, where you can list your jobs and gain access to bloggers who are actively looking to be hired. 2.Blogging Without a solid content management system in place, you’ll have a difficult time overseeing all your freelancers and their work. Going back and forth through emails and Google docs won’t cut it. Instead, you need to find a blogging platform that works for you and your team. WordPress is a classic choice for content creation. Aside from being free, it includes a variety of plugins that optimize your blog for SEO and promotional purposes. All your freelance writers have to do is log into your website’s WordPress account, copy and paste in their work, and fill in all the correct SEO information through the Yoast SEO plugin. Then, the post will show up in your queue. Once it’s submitted, you and your editors can go in, edit the piece, and hit publish. This way, your writers don’t need to email you their work, which ends up making more work for you because you have to manually load it in. Also, it’s much easier to organize all the work your freelancers have completed. An alternative to WordPress is Google’s Blogger, which is also a free and simple to use platform. It contains gadgets as opposed to WordPress’ widgets, and includes Google integrations like AdSense and Analytics, allowing you to easily monetize your company blog and monitor traffic. 3. Invoicing and tracking hours Working with so many freelancers can become complicated, and it’s important for you to evaluate how much money is being spent vs. how much is being generated through your efforts. Without a centralized platform, you’re going to be lost. One option is Due.com, which can assist you with the logistical side of overseeing your freelancers and their pay. This platform has time tracking and invoice tools that allow you to view how many hours your freelancers are working and what invoices you need to take care of. It also generates detailed reports so you know where you are in terms of your finances. Another platform for managing freelancers financially is Zenefits, which gives you peace of mind that your independent contractors are being paid on time. You can input how much time freelancers spent working and make sure they’re receiving their benefits (if you provide any for them). If you’re running a small operation, Zenefits eliminates the need for hiring HR talent. 4. Managing projects If you have multiple freelancers working on one project and there are many different elements to keep track of, you need a project management system. BaseCamp is a popular choice for project management. Through this tool, you and your team can upload files and store your collective to-do lists. It shows who worked on which project and when. Whenever a project is updated, those that are involved are sent emails so they can go in and complete their assigned tasks. You might also want to try Smartsheet, which is customizable project management software used by companies like Hilton, Groupon, and Netflix. It’s a great option if your business is utilizing spreadsheets in order to complete projects. Another option is Zoho Projects (pictured below), which comes with a timeline that’s similar to a social media feed. You can quickly scroll through it and see where you’re at with tasks. You can also integrate it with Dropbox and use it on your Android or iPhone. 5. Tracking blog posts and progress If a project management system is too complicated for what you want to do, you can work on a free or low cost tool that is strictly used to oversee your blog. Trello is a simple tool if you’re just getting started with freelancers. It’s also perfect for small teams. All you do is create boards for your freelancers and then make individual cards to ensure that each project is progressing. This platform lets you drag and drop files and include pictures and links, so it’s easy to use even for those who aren’t technologically savvy. You might also want to look into BamBam!, a platform that includes milestones and newsfeeds for your projects and is free for 10 users or less. If you’re a startup but you want project management that’s suitable for the corporate world, BamBam! may be the right choice for you. Of course, there are more robust content platforms that integrate with your marketing automation platform and offer two or more of these capabilities with one piece of software. These platforms often are an investment worth making because they will scale and grow with your business. Freelancers can greatly enhance your content creation campaigns. Once you have the best tools in your back pocket to manage them, you’ll be on your way to coming up with successful ideas that produce a huge ROI for your company. What other tools do you use to manage your freelance team of content creators? Let me know in the comments section below.
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Author: Koustubha Deshpande These are exciting times in the mobile app industry. Marketers have never had such an abundance of data and insights available to them–mountains of information to help support strategy and deliver success. But, in spite of this, one of the most common mistakes mobile app marketers make is that they treat their users as numbers or installs, rather than people. Increasingly, we’re hearing marketing experts talk about the importance of having a 360-degree view of your user base. What does this mean, and why is it important? What is a 360-degree view? Of course, the term takes its name from the number of degrees in a circle, and, in essence, refers to utilizing a broad, complete, and “all-around” view. It’s a panoramic view as opposed to the traditional narrow approach of sampling select data, such as downloads and uninstalls. In mobile marketing terms, a 360-degree view is all about understanding the people using your app. How do they use it? When are they most active? Why do they use it or, in other words, what value are they looking for from your app? How often do they use it? And, when users delete your app, what is the trigger? By gaining a nuanced view of your user base, you can effectively tailor your efforts throughout every stage of your relationship with them for maximum success in user acquisition, engagement, and retention. This helps you stay away from guesswork and pursue the tactics that work best for your specific user base. To channel the spirit of Charles Dickens’ A Christmas Carol for a moment, a 360-degree view can help you manage each phase of your app’s performance–the past, the present, and the future: Past: Understand historical trends By better understanding the journey your users undertook when they first found your app, you can establish which techniques really work and adjust your user acquisition strategy accordingly. For example, if a high number of users found out about your app via social media, you could allocate more funds to run paid campaigns on Facebook and Twitter, scaling back on other tactics that don’t quite work as well. Equally, if you can ascertain what keywords those top-of-funnel app users are searching for and what visuals capture their attention, you can optimize your App Store presence by incorporating high-performing keywords and switching out your creatives. Try out different icons, preview modes, videos, and screenshots of your app. Understanding your users’ pain points, motivations, and their unique journey gives you power to replicate the stuff that works and, ultimately, acquire new, highly-engaged users. Present: Build a relationship first Once users have downloaded your app, don’t market to them immediately. Build your cohorts to understand how they really use it. For instance, for an e-commerce app, are they comparing products found via the direct catalog or search feature? Profile your users and their usage patterns. Once you understand your users’ habits and usage patterns, you can incentivize them to share your app, rate it, or upgrade their membership. Some apps have a free version with limited capabilities and a paid version with the full set. These types of questions are the nuts and bolts of your app’s engagement metrics, but, without scratching the surface first, you’ll always be relying on guesswork. You need to first understand your users and their behaviors, thenmarket to them. Future: Predict and personalize Crucially, taking an interest in the behavioral patterns of users who churn gives you the power to intervene beforehand and stop other users from doing the same. Take a look at metrics like the drop-off rate from app install to sign-up, time spent in the mobile application, push notification opt-in rate, and the number of new vs returning users per day. If users are churning on the second or third day after you send an onboarding push notification, you may need to revise your messaging or delivery time, or fine-tune your targeting. Whether it’s through push notifications or personalized emails, you can reach out andengage these users as soon as you identify when they’re at risk of leaving. Take it full circle As in any industry, the better you understand your customers, the better you can anticipate and respond to their needs. A 360-degree view of your mobile app users gives you the best possible chance of delivering what they want, when they want it and, ultimately, will drive your app to be as profitable and successful as it can be. What other tips do you have for incorporating a 360-degree view of your mobile app users? I’d love to hear them in the comments below!
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Making the decision to ramp up content production and promotion is the first (and in some ways, easiest) step. There’s a LOT to do once that decision is made, and it’s important that you don’t run out of the steam midway through the effort. A good content program is a train that keeps on going, a car that needs constant refueling, the truck that keeps on trucking—okay, enough, you get the point. For content to be a successful element of your marketing, you have to come up with a plan from the get-go for how you’re going to keep this thing running. This is where most companies falter. Everyone gets really excited at first, no one really owns the who/what/when/where/how/why aspect, and suddenly you’re down to producing sporadic content when someone finally remembers you haven’t done anything in a while. Don’t let this be you. I know you can be better than that. And here, I’m going to help you with a few tips to keep you on the right track (apparently I’m full of endless transportation metaphors). 1.  Establish who is / will be involved Don’t get caught in the infinite “it’s not my job” loop. Identify which team members will handle things like writing and designing the content, posting it or distributing it, and creating the follow-up funnel sequences. Make the expectations clear upfront so everyone knows who’s responsible for what. This step also helps you determine what you can handle in-house and where you might need outside help. 2.  Determine who / how outside writers and resources will be managed Make sure you create a plan for this. Someone should be responsible for securing vendors, working with them, reviewing their work and generally managing the relationships as a whole. Try to keep this streamlined—it can be difficult for contractors to have to deal with several people within your organization, rather than just one point of contact. 3.  Make a plan Know when, where and how content will be distributed or pushed. Be sure to create thoughtful follow-up communications where it makes sense, one that keeps content consumers in your nurture loop. 4.  Create clear processes and workflows This is so important. Like, I can’t stress how important this is. You need a simple way of managing all of your content projects and all the elements involved in each one. Luckily, there are so many sophisticated solutions out there for managing content workflow, and you’ll definitely want to use one of them. At LeadMD, we really like using Kapost , which lets us manage task assignments, deadlines and even ideas for everyone involved in content projects. 5.  Create a content-driven culture The people around you have great ideas for content—they just might not be thinking about it that way. Creating a content culture kind of changes your business a bit. Suddenly, interesting little tidbits become fun ideas for an infographic. A random comment could inspire a great blog post. Consistent questions from customers might make a good white paper. You never know when inspiration might strike, and you should not only encourage people to contribute ideas, but give them an outlet to do so. I mentioned Kapost before. One of the cool things in Kapost is that there’s an actual idea hub where people can contribute ideas, and the content manager can review and approve the ones that work. The road ahead might be bumpy, but with clear directions for how to get on your way, you can help ensure your new content program will never hit a dead end. (Just when you thought I was out of metaphors!)
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By: Brit Tammeorg Posted: March 18, 2016 | Mobile Marketing Businesses large or small can benefit immensely from mobile marketing. SMS marketing, otherwise known as text message marketing, is one of the most personal ways to communicate with your buyers. After all, what other marketing tool do you know of that allows retailers and business owners to have virtually immediate contact with their customers? More than 90% of text messages are read within 3 minutes, according to a study by MobileSquared. And while email inboxes can get clogged with spam and unwanted promotions, customers are very careful about opting in to text message updates, which means that your message will reach the right person who is actually interested in your offerings. But simply investing in an SMS marketing program isn’t all it takes to reap the rewards. SMS marketing, like any other campaign, requires time, attention, and the occasional tweaking for your business, budget, and customers.Whether you’re already running an SMS campaign or you’re looking to start one, here are four tips to get the most out of SMS marketing for your business: 1. Comply with the Laws Text message marketing is a privilege for businesses, not a right. Each country adheres to a specific set of laws, so if your business’ SMS campaign has a global reach, make sure you understand the laws in each country. In the U.S., aside from the basic law that you must have the consent (opt-in) of your recipients to send them promotional texts, there are a few other laws that you should be aware of: Opting in can’t be a condition of purchasing. In other words, you can’t force anyone to consent to receiving SMS messages from you by barring them from buying unless they agree to opt-in. You need to include a “Help” function if you anticipate that your recipients may need additional information about your message. That way, they can ask technical questions about texting and get useful answers. You need to include an opt-out or “STOP” function that’s clear and easy for your recipients to do, and that works. Don’t tell them they can opt out by sending “STOP” to 9876 and then keep sending them messages after they’ve followed your instructions to opt-out. Don’t end up like Jiffy Lube with a $47M lawsuit settlement for sending unsolicited texts to customers or Papa John’s whopping $250M suit for the same reason. Not to mention Life Time Fitness’ recent settlement $15M for sending unsolicited marketing text messages.Bottom line: Make sure you’re compliant. Companies of all sizes get sued for the misuse of SMS marketing all the time. 2. Build Your Subscriber List So how do you encourage your prospects and customers to opt-in to receiving your SMS messages and comply with the law? There are several ways to build your SMS subscriber list by making the opt-in function more visible throughout your marketing channels.Take a look at some of the channels below to determine where you can add SMS opt-in information: Facebook: Add a “Mobile Number” field to any Facebook page sign-up and an “Opt-in” button for them to sign on to your SMS campaign. Make sure you validate the number before you add this person to your campaign. If they entered the wrong number, you could potentially be sending text messages to someone who didn’t authorize them. Website: Include SMS opt-in instructions on your website. Email: Make SMS opt-in visible on your newsletter. Direct Mail: All snail mail should have instructions for SMS opt-in printed on it. Mobile: Send an opt-in text, such as “Text YES to receive discounts and promotions from XYZ company.” Additionally, all of your customer-facing employees should be trained to ask for a customer’s permission for opt-in. This means that they need to be able to explain the benefits and details of your SMS campaign (coupons, discounts, appointment reminders, events, etc.). 3. Write Great Messages Text messages take a different form than emails and other channels of communication, so be mindful of how your message will be viewed. Your subscriber will see your message on a screen smaller than a computer, so keep your messages short and straightforward. But cutting down on the quantity of content doesn’t mean you need to sacrifice quality as well.Remember, your main objective is to give your subscribers information that they can understand quickly and easily. You can try to be clever or humorous as long as your customers are get it. The key is to follow the voice of your brand and be personal. Address your subscribers by their name and understand their behaviors (interactions with your brand, purchase history, downloads, etc.) and what stage they are in their unique customer journey. Then, use this information to send relevant text messages that hit the target. For example, if you’re a massage clinic sending a message to a new customer, text him with “Hi Kevin, thanks for coming in today. Enjoy %15 off your next sports massage with discount code: 15OFF” to keep him coming back.However you choose to shape your messaging, be sure to avoid these SMS sins: Don’t spam. Don’t send several texts a day to your subscribers. Depending on your business, an SMS campaign of 4-12 total messages per month should be sufficient. Don’t send off-target offers. Offer your subscribers something of value. If you constantly send them texts about products or services that aren’t relevant to them, you may lose them as an SMS subscriber or even as a customer. Don’t wake them up. Ideal texting time is between 9am and 8pm. Anything sent before or after that treads the line of being intrusive. 4. Measure Your Results Like your other marketing channels, you’ll need to understand how to measure your SMS marketing results to track the success of each campaign and learn how to optimize them.Track the following metrics and repeat periodically to continue to enhance your campaign: Calculate your churn rate. Take the number of your people who unsubscribed from your SMS campaign and divide it by the total number of customers who initially opted in. This will reveal how quickly your subscribers are leaving your campaign. Determine your redemption rate. Take the number of your subscribers who responded to call-of-action and divide it by number of total subscribers in your program. This indicates how successful your campaign was at generating responses. Calculate the cost. Take the cost of each SMS message and divide it by the redemption rate (calculated above). Based on how much you invested, did it perform well? SMS is quick and effective way to reach your audience wherever they are. By following the tips above, you can get your SMS marketing campaign off on the right foot. Understand the laws, build your subscriber list, craft great messages, and measure and analyze your results. Have you already started on your SMS marketing journey? I’d love to hear your tips and tricks in the comments section below! For more on SMS and mobile marketing, check out The Definitive Guide to Mobile Marketing.
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By: Nick Westergaard Posted: August 1, 2016 | Digital Marketing Digital marketing isn’t going anywhere. However, new technologies bring about constant shifts, making it hard to keep up without the right strategy. Recently, I hosted a webinar with Marketo on how to create a smarter digital marketing strategy that allows you to optimize your campaigns, even with a tight budget or resource constraints. In this blog, I’ll answer the top seven questions that I received from our attendees: 1. What does it mean to be scrappy? Scrappy means a lot of things to different people, but to me, scrappy comes down to doing more with less. It’s an alternative to checklist marketing, which consists of just checking things off a list instead of doing what makes the most sense. Scrappy marketing means: Putting brains before budget Being both efficient and effective Seeing ideas everywhere When I was talking to the team at Schwinn Bicycles about the scrappy concept, marketing manager Samantha Hersil said, “You know what, we could all use a few people and a few dollars more.” That’s the bottom line. No one has unlimited resources these days. As marketing continues to change, we have to come up with smarter systems for getting the work done. 2. How do the scrappy strategies apply to B2B marketers with longer sales cycle? For all marketers, strategy is a critical first step. But the longer the sales cycle, the more you have to do with less to continue to keep your buyers engaged over time. Marketers with longer sales cycle, which include B2B marketers and consumer marketers selling considered purchase products, need to focus their scrappy strategy on what they’re trying to do, who they’re trying to reach, and when they’re trying to reach them. Strategy first. Always. 3. For a company that markets to both businesses and consumers, how do you differentiate between multiple audiences? Once again, differentiate with strategy. Sketch out a scrappy strategy that answers the following questions for each audience: Why are we doing this? What are we doing? When does this happen? Where does this happen? Who does this involve? How do we get it done? You may find areas of overlap, but you also might find areas where you can focus your efforts even further. 4. How do you recommend looking at other brands in your industry to see what’s working best? Seeing ideas everywhere is one of the key concepts in the scrappy mindset that I outline in my book. In this day and age, we rely a little too heavily on case studies. We wait to see what a company like ours, with a CEO the same height as ours, is doing. Instead, we need to get better at looking at other marketers in other industries. What’s working for them? Could you drop that into your industry? 5. Using people power requires a change in the work culture. How do you go about getting management’s buy-in to change the culture? Too often, we spend too much time talking about people problems and not people power. People are one of your biggest assets, and culture is one of the single most important factors in marketing success. To change your work culture, you have to start with buy-in from the top and work your way through management and finally to individual team members. It’s important to remind management and HR that talent isn’t about finding “unicorns.” Especially for social media, engagement and people skills are sometimes more important than technical skills, which can easily be taught. Getting buy-in isn’t easy, but the impact can be potent. Back to strategy—make sure you start this process by sharing your strategy both up and down your org chart. Your people can only help you if they know what it is you’re trying to do. 6. For a lean team or smaller company, what should be the top priorities to get started in digital marketing? Think about business objectives that you can ground in your strategy with (e.g. branding, community building, public relations, market research, customer services, leads and sales). I know I sound like a broken record here, but a small team has to focus on strategy. You can’t afford to do anything that you don’t have the resources for. Who are you trying to reach? What action do you want them to take? Work on answering these simple questions and you’ll be on your way to creating scrappy marketing. 7. What are your best social media tips, specifically for Facebook, Instagram, and Pinterest? For all social media platforms, remember that whether you’re marketing to consumers or businesses, they are still people. They can still be reached with emotional appeals. Take advantage of the visual platforms of Instagram and Pinterest. For consumer marketers, they are valuable platforms for them to connect with their audience on. However, these sites are just as critical for B2B marketers, who may struggle with trying to market rather technical subjects. Images and videos allow your audience to easily digest your content. Facebook is the 800-lb gorilla in the social media marketing conversation. Both B2B and consumer marketers need a robust plan for all aspects of this platform—both organic and increasingly paid, due to Facebook’s constantly changing algorithms. We have to look for ways to focus what we’re doing and simplify our marketing for the long haul. Were these tips helpful? Check out the on-demand webinar Get Scrappy: Smarter Digital Marketing for Businesses Big and Small if you’re interested in learning more. And if you have any other questions, feel free to leave them in the comments below!
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By: Divya Dutt Posted: May 3, 2016 | Social Media In the last year or so, advertising on social channels has changed tremendously. Lately, major networks have changed their algorithms to give their users a better experience—one with less promotional content and more relevant content that they want to see. Because of these changes, as a marketer, you need to supplement your organic posts with paid promotion to get your posts seen by your audience. In fact, eMarketer reports that by 2017, social network ad spending will reach $35.98 billion worldwide. As marketers are increasingly spending more on social platforms, it’s more important than ever to have the right strategy in place, track all of your paid social campaigns, and gain insights into what’s working and what’s not. Only then can you understand the return on ad spend (ROAS) from your campaigns. In this blog, I’ll be walking you through how to put together a paid social campaign from start to finish for optimum results. Here are five steps to amplify your paid social campaigns: 1. Define Your Goals It’s important to understand your goals for each paid social campaign upfront because your strategy and key performance metrics will vary depending on the goals you’re aiming to achieve. Your goals will help you map out the most relevant offers and content for your objectives—whether that’s brand awareness, engagement, lead generation, customer acquisition, retention, advocacy, or a combination of these. For instance, if your goal is to acquire more leads, you will probably want to share whitepapers or other gated content that people will need to fill out a form for so you can collect lead information. But if your goal is brand awareness, you might want to share ungated content such as an infographic or a fun video. 2. Identify Your Audience Just as you would with any marketing campaign, you need to know who you are trying to reach with each of your paid social ads. You may already have buyer personas for your company’s target audiences that you can pull from (in some organizations this may come from the product marketing team). Once you understand this, you will need to decide who your exact audience for your social campaigns will be. There are a lot of great ways to target specific audiences on various social platforms, but if you don’t know who you’re targeting, you won’t be able to take advantage of the targeting options. 3. Pick the Right Channel and Content The audiences on each social media network are different, and while some overlap across channels, their expectations of the type of content they’ll see on each channel is also different. So, you not only need to understand the networks your audiences are on and how to reach them there but also engage them with the right content. For example, ads about industry-focused events will probably do well on LinkedIn if they are targeted to a specific industry, but may not perform as well on Facebook. 4. Select Targeting Options Once you have determined which social media channels you will advertise on, it’s time to get familiar with the targeting options on each of those channels. Social networks are getting more sophisticated with their targeting options, and you can target based on different fields: interests, skills, titles, company names, and even lists from your marketing automation platform—for example, people in your database with certain characteristics. LinkedIn, for example, lets you target people based on their titles, skill sets, company, and even degree, while Facebook allows you to target people based on their demographics, behaviors, and interest levels in certain topics or products. LinkedIn’s Targeting Options: Facebook’s Targeting Options: Aside from targeting specific groups, you can also exclude certain audiences that you don’t want to serve specific content or ads. These people might not be the right fit for your ads, so excluding them will help you make the most of your marketing dollars by only putting your ads in front of the right audience. You can exclude people based on their emails address, interests, actions they have taken, and more. This comes in handy when you don’t want to advertise a product or service to a customer who’s already purchased it or to your competitors. 5. Create and Measure Your Campaigns A good campaign structure will help you measure and report on different initiatives that are going on. You can build separate campaigns around all the products and services you want to measure and report separately, which will help you identify the audience that is most likely to respond to a certain product and serve relevant content or ads that resonate with them the most. This is a lot harder to accomplish if you have everyone grouped together in the same campaign. However, in some cases, it might be wise to start with a broader audience. For example, if you’re launching a new product or service and are not sure who will be most responsive or if you have a niche audience, you might not want to get too specific so you can achieve a broader reach. Then, you can track the campaign data to identify which audiences responded the most. There are a few different ways to track the performance of your social campaigns. If you are using a marketing automation platform, then you can create campaigns that track not only form fills, but pipeline and revenue generated per campaign as well. Another way to measure your campaign performance is to set up unique URLs for each campaign. Depending on how granular you want to get, you can track your activity at a campaign level or within the campaign at a product or asset level. For instance, if you want to track how many people filled out a form to attend your company event, you can create a unique URL or marketing automation campaign to track visits to that event. However, if you were running three different paid ads to promote the event, you would probably want to know which one drove the most registration. Ultimately, your goal is to find out which event and ad drove pipeline and revenue. This knowledge will help you shift your budget away from lower performing events, assets, and paid ads towards the ones that are showing return on investment. Are you putting paid promotion behind your social media campaigns? I’d love to hear about your tips and tricks in the comments below!
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Some key theme for Marketers to think about: Mobile, Global and Local (Mo-Glo-Lo). Lots of data here.
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Posted: Monday, February 8, 2016 Author: Daniel Kushner Social media marketing, for B2B companies, often means one thing: generating new leads. But what do you do with these leads? At some point, you’ll want them to visit your website and other web properties, where they can be exposed to more of your content, become a captive audience, and enter your sales funnel. The trick is, your social marketing should ensure this happens. Just because you’re finding prospects on LinkedIn, Facebook, and Twitter doesn’t mean they’ll seriously consider your products and services unless they’re directed to do so. With a shrewd social media management strategy, you can create an experience for your followers that naturally funnels them towards what you have to offer, ultimately increasing your web traffic. Web traffic is a key metric factoring into social ROI—in fact, Shareaholic reports that social media drives nearly a third of all traffic to websites—and all signs indicate it’s an increasing trend. Thus, social traffic is something that B2B marketers need to get right. Here are 3 ways you can increase web traffic via your social marketing efforts: 1. Make your web properties social media-ready Chances are you already have a web presence. And if you do, you have some copy throughout your site that was created to introduce prospects to your products and pre-sell them on the benefits. You’ve also probably created a fair amount of material for your company blog. But none of these things should exist in a vacuum. Even with careful SEO optimization, you still need to build awareness of your presence on the web, and social media is often the perfect means to that end. A plethora of potential buyers interact every day on social channels, and the companies that are engaging them are drawing them to their websites. So, why not you? This can include your company, as well. But first, your web presence must be social media-ready. Here are some ways to make that happen: Use social sharing buttons on your blog content. These buttons allow your readers to share your content with a simple click to their social network of choice. The result? Your prospect’s network will see your content and might be curious enough to click through. Include calls-to-action for your blog readers to share your content. Blog readers can very easily skip over the social sharing buttons, so it’s up to you to make it clear that sharing should happen. Some plugins, for example, encourage your readers to “Tweet this,” to share your content and increase your visibility on Twitter. Also consider plugins that incorporate pop-ups or fly-overs encouraging shares. Allow blog comments—and be responsive. Some company blogs still make the mistake of not allowing comments. While it can be a little bit of a hassle to deal with spammers, you want to invite prospects to respond to your content as part of an evolving relationship. Once your readers are engaged and they notice you responding back in turn, they are much more likely to become loyal followers and share your posts with their peers and colleagues on LinkedIn, Twitter, and other outlets. Link naturally to your social profiles and/or discussion groups in your content. If you happen to have ongoing, natural discussions with customers and prospects via social channels, there will be opportunities to subtly build some buzz about it in your blog posts. When and where appropriate, mention that you have private discussion groups on the likes of LinkedIn or Google+, or link to a high-performing social post. Share social links everywhere. Social links aren’t just for your blog posts. Let your customers and prospects know, in every piece of content they encounter, that you have a social presence. You can do so with links next to videos, in email newsletters, in infographics, and other pieces of content. Remember, the more engaged social followers you have, the more roads you’re building back to your content. Determine from the start that all your web properties will connect with your social presence, with full integration across outlets. Not only do prospects want and expectthis, but it leverages whatever traction you have on social and places it within an ecosystem that funnels prospects toward your website. 2. Gear your social posts towards increasing web traffic Once you have infused your website with your social profiles, it’s time to take the next step: look at your social posts themselves, and making sure they’re primed to bring your followers to your site.Of course, you want to achieve a balance between active participation and the “hosting” of your brand’s presence on each network, while steadily drawing your followers into your sales funnel via your website. Nonetheless, here are some tips for making sure your social posts are pushing traffic your way: In native social posts, direct social traffic towards gated content. Your in-depth material, whether it’s ebooks, white papers, or informative research reports, is what will get your followers to invest more in your brand and think of you as an industry leader. And how can they get to this content? Via a social post that takes them to your landing pages. Review your social media calendar and make it a point to incorporate posts specifically targeting gated content. You might even take the bold step of creating content that can onlybe accessed via social—look at your customer profiles and best-performing social outlets for engagement and conversion rates, and consider whether it’s worth it. Use keywords. The use of keywords and phrases in your social content can help interested prospects find you when they use the search functions of those networks (not to mention the peripheral SEO benefits), which can lead to increases in social traffic. On Facebook, you can search for specific industry-relevant phrases to see which ones are the most popular, revealing both which keywords you might want to use in your content and prospective customers to connect with. For Twitter, sites like hashtags.org let you qualify hashtags by popularity, so you know exactly which relevant hashtags are getting the most traction. Use advertising. Social media ads are an immediate way to get traffic to your website. If you’re looking to jumpstart social traffic from a particular outlet, create an image-based post that catches your prospects’ attention with a relevant headline. 3. Optimize your website and social strategy based on your results After implementing the above, you now have a website that’s connected in every way to your social profiles—your leads can’t miss it if they tried. And, you have some results on social media posts that are specifically engineered to drive leads to your site. Now, it’s time to optimize on both fronts.First, you’ll want to revisit your website to make sure it’s doing its job in converting prospects into interested, qualified leads and then customers. Using your website analytics, consider your highest-performing blog posts and highest traffic webpages for indications on which content comes out on top, and focus future writing efforts on creating more of the same type of content. In addition, it’s always smart to conduct A/B testing on your web copy, specific elements of your landing pages, and other aspects of your site to make sure every detail is as efficient as a conversion-driver should be.When it comes to evaluating social media ROI, there are three (among many) useful metrics to take note of: Social traffic: Plain and simple, your social traffic numbers tell you which social posts are driving the most traffic to your website, and how much. Click-through rate: This tells you which posts garner the most clicks. Are some underperforming, contrary to expectations? It might be worth tweaking your headline text, adding an engaging image, or changing some other element to pique your followers’ interest. Conversions: Every good marketer knows how much a lead is worth to them. By tracking conversions from social, marketers can determine how many leads, and how much money, social media is generating for them. A highly effective social media analytics tool (especially one that “talks” to your marketing automation platform) is your perfect companion in assessing the impact of your social media initiatives on web traffic. Increasing social traffic = proof of social media promise Increase the amount of qualified, targeted web traffic, and you’ll score brownie points for an effective digital marketing initiative. But if you can demonstrate that the traffic is coming in from social, you can equip yourself with solid evidence that social media marketing is worthwhile. Leads will convert to customers, and company sales will rise. And with enough marketing “elbow grease,” social traffic can become a self-sustaining driver of growth for your brand.
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By: Jamie Lewis If you’re not tracking your website analytics, it’s time to step it up. Contrary to more traditional marketing channels, your website and web analytics are direct, specific, and measurable. So what exactly is website analytics? A good definition I often use is “The qualitative and quantitative analysis of your website and your competitors’ websites for the continuous optimization of business outcomes for all channels, both online and offline”. Essentially, you don’t need to use good ol’ faith any longer. Now you can use data to measure the things that drive revenue for your business. The benefits of robust website analytics include an increase in accountability within your organization, finding the best solutions faster, and delivering better business outcomes through enlightened decision making. Answer the Right Questions Let’s get started now. To begin, you need to start by tracking the most basic elements of activity on your site. 75% of the data you need is gathered just by placing a JavaScript code into the footer of your website. Simply place the code provided by a free service like Google Analytics or Yahoo Web Analytics or let a tag manager tool do this for you. Keep in mind this is just the start. Website analytics tools typically only help you answer the “What”: What are the top 10 pages visited? What are the top 10 products sold? What are the most popular downloads? While that’s a great start, to drive real improvement in revenue performance, you must be able to answer “Why”: Why did they go to those 10 pages? Should those have been the top 10 pages? Which ones should have been and why weren’t they? These questions are crucial to your business and a must-have for every digital marketer out there. To discover the “Why” of your website’s performance, implement these 5 processes: 1. Web Activity Analysis As we mentioned above, this will tell you what is happening on your website and can be provided to you quite easily through tools such as Google Analytics and Yahoo Web Analytics. The simple act of adding a tag to your website will give you access to a near limitless amount of visitor data. With it, you can better understand things such as what pages are working, what your visitors like and don’t like, where they come from, what time of day they visit, what pages or ads sent them to your site, and on and on and on. This will allow you to form hypotheses and draw conclusions that can shape your testing and web strategy—it’s wonderful! 2. Conversion Analysis Now that we understand what happened we also need to know how much and for whom. This is where we tie the web activity to online and offline conversions. We can continue to get all of our online conversion data from Google Analytics Yahoo Web Analytics, but offline data can be a little more of a challenge. A complete marketing automation solution can solve this problem by integrating with different CRMs and rolling the offline conversion data back into your marketing database. However you accomplish this, tie your digital marketing efforts to both the online and offline revenue data. 3. Customer Preference Analysis You should hear the voice of your customers loud and clear when performing your analysis. In fact, every web marketer should be able to answer three key questions about their visitors. “Why are you here?”, “Did you get what you came for?”, “If not, why?” The answers will provide insights about your customers and your website. You may find out that they are coming to you for things you never dreamed of. Only after you understand their reasons will you be able to better serve them and drive more revenue for your business. Answering these questions is typically accomplished by providing a survey for a small percentage visitors in two formats: Site-level surveys: for measuring session experience. These are done upon entrance or exit and are usually a pop-up. Site-level surveys are very good at understanding macro issues—big things that might be wrong such as experience, navigation elements, and overall effectiveness of site. Page-level surveys: for measuring micro issues. These are usually part of specific pages and are typically opened with a “plus” sign. In page-level surveys, you gain information about micro conversions, transactional efficiency, and overall experience with individual pages on your website. 4. Experimentation and Testing This is a key step to understanding your website in terms of what is working and what is not. Only through experimentation and testing can you determine how to improve and optimize your website. Typical types of testing are A/B testing and multivariate testing. A/B testing swaps one page out for another to see which one works better and multivariate testing swaps out one or more components of a page to do the same. This will give your customers a say in how your website will work going forward because the results will be based precisely on their behavior. 5. Competitive Intelligence Understanding how your competitors are faring in the marketplace will provide bountiful insights for your business because it will provide context to measure your own performance. For example, do you know who their customers are, their demographics, and their lead sources? Do you know how many visitors they are getting, the duration of stay and bounce rate? The ability to understanding your competitors’ performance on the web versus your own is vital to your success in the internet economy. Right now you are probably saying to yourself, “But my competitors won’t give me their data!” You’re right, they won’t, but www.compete.com will. Go check it out—most of this data is available for free. By tracking these 5 simple metrics, you can execute a true website analysis and provide tangible value to your company, and I’m talking dollars here people. Have you already uncovered meaningful insights with the metrics above? I’d love to hear what you found in the comments below!
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By: Jamie Lewis Did you know that there are over 300 million active Twitter users? That’s a HUGE market for your business. So it goes without saying that I am a (vocal) advocate of all companies (B2B and consumer-geared alike) using Twitter as a marketing channel. I myself have had some pretty compelling results with Twitter. For example, I recently tweeted a link to a faux movie trailer that was used to advertise a product that was retweeted 198 times (impressive, I know), netting me dozens of new followers (which I immediately think: potential leads?). With the median Twitter account having about 100 followers, this particular piece of content had the potential of being retweeted nearly 20,000 times! Over time, I have learned through careful, and not so careful, trial & error how to be relevant to my particular audience, and I am achieving better results because of it. Cultivating a strong presence on Twitter has many benefits: you support your organization’s marketing efforts, you can use it to sell socially, you can build your personal brand, or any combination of these things. With all these benefits, I have wondered, why do some of my fellow marketing and sales professionals still struggle to gain traction on such a promising channel? Based on my first-hand observations, marketers and sales-people don’t treat their personal brand enough like a real brand. Here are four common mistakes they make when using Twitter and how to correct them: 1. They don’t pick a specific target audience This often overlooked task is actually pretty easy—just pick one or more of the top target audiences from your other channels and start from there. If you fail to properly identify your audience, your messages will not resonate with the majority of people who see it. The right message may be very different for a business audience and a consumer audience, executives and practitioners, and so on. Selecting an audience is important, because once you have identified a target audience you can address what exactly they’re looking for. Some audiences will be interested in product discounts, others in entertainment, and others in exclusive content. Having a clear idea of the audience and their wants and needs is crucial for capturing their attention. 2. They don’t create a compelling account In order to harness the true power of Twitter, you need to have the right people listening to your messages. This means that you have to be strategic about creating a highly networked account—one where you are following the right people and the right people are following you. With that in mind, I recommend you start by simply searching on Twitter for people to follow for 5-10 minutes a day, every day. Set yourself up for success by finding interesting content and contacts. Pinpoint people your target audience would be interested in, such as industry thought leaders, cultural icons, contemporary movers & shakers, and brands themselves. Next, start listening to those people by reading and engaging in their conversations for at least a few minutes per day. Begin by sharing some witty comments or valuable links and see what happens! Here you’ll learn what type of content is captivating to your core audience. It’s important to remember that Twitter is a social network, but often marketers and salespeople forget to be social on it—so, make sure you participateand listen. 3. They don’t create a logical posting plan A posting plan should be based on your overall Twitter strategy with the goal of engaging your target audience. First, you need to have business outcomes in mind for why you are using the channel to begin with. It could be for personal branding, lead generation, or customer service, to name a few. Make sure you know what the goal is! Then, determine when the target audience is listening and schedule posts accordingly. This is very important, because, according to Quora, retweets peak between the hours of 2pm to 5pm EST. If the target audience is listening during the afternoon, then why post first thing in the morning? Lastly, you should aim to create a detailed editorial calendar for your Twitter messages. This will allow you to create a series of related messages that work together in a coherent, branded pattern which makes sense to your audience. You might think “That’s just for brands”, but really an editorial calendar is for anyone who wants to be successful; often brands are. One more tip—when you post, ask for a retweet. Be explicit and actually spell out this request: “Please Retweet.” According to Fastcompany.com, you are 23x more likely to get a retweet when you do! 4. They aren’t using promoted tweets Promoted tweets are ordinary tweets that get a boost by an advertiser who wants to reach a wider group of users or to spark engagement from their existing followers. Anyone can be an advertiser and most platforms (including Twitter) offer tutorials on how to get started. It is important to use promoted tweets regularly to ensure that messages are seen by the largest audience possible, especially your most important messages. While a regular tweet is only seen by a fraction of the target audience, promoted tweets stay at the top of the Twitter feed for an extended period of time, guaranteeing that more of your target audience (follower and non-follower) see them when they log in. This is vital for growing a Twitter account and finding new followers. Promoted tweets are also great for testing your content types, time of day, and target audience, because the advertising platform gives you data on the success of your tweets. Lastly, explore the different ad options. Once you’re familiar with the Twitter advertising platform, try out other products like promoted Twitter Cards. These types of posts allow you to embed graphics into the tweet for an eye-catching effect. So, by correcting these four mistakes, you can harness Twitter to grow your audience, reinforce your personal brand, and support your organization’s marketing efforts. And remember, always observe the activities that brands do to be successful on social media and apply them to yourself—you’ll be surprised by how often they translate. Happy tweeting! Do you have any other tips for mastering Twitter as a marketing channel? Let us know in the comments below! Jamie Lewis s a Senior Solution Consultant at Marketo and has been in the CRM and marketing automation space for over 15 years. He works closely with marketing agencies and MSPs who leverage Marketo to provide state of the art marketing services to their clients. His focus is consulting on engagement marketing strategies and best practices, in particular regarding top of funnel lead generation using social platforms.
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By: Ellen Gomes Posted: March 4, 2016 | Content Marketing Last October, Facebook quietly launched Instant Articles for iPhone, “a beautiful new way to read articles in the News Feed that is faster and more interactive than ever before,” according to the company. This product is aimed at being a game-changer for the publishing industry by offering a solution to what Facebook and publishers identified as a problem of slow loading times and whether publishers could bring their own advertising to the table or would have to use Facebook’s ad network. Initially, it was rolled out to a select group of premium publishers—think along the lines of National Geographic, The Atlantic, and The New York Times. Now, after about 10 months since its launch, Facebook announced it will open Instant Articles to all publishers on April 12 at their F8 conference—raising the question for content marketers everywhere, “Is this for me?” This blog will take a look at whether Instant Articles applies to brands and content marketers, and what this change might mean for them. Let’s dive in: Are We Invited? Brands today know and benefit from the power of social media. On Facebook alone, the user base has expanded to 1.04 billion daily active users and 934 million mobile daily active users as of December 2015, allowing companies to connect with their audience at scale. And with 63% of Facebook users getting their news through their social networks, according to Pew Research Center, content marketers everywhere are looking into how they can participate in the new Instant Articles feature. This begs the question, “Is it even open to us?” And that can be a complex answer depending on where you look. Officially, on the Instant Articles site, Facebook discloses that this product will open for all publishers. But how are they defining publishers? A magazine, journal or newspaper? That wouldn’t be great news for brands. What about as anyone who creates and publishes content? Now that would be awesome. Brands are ready to sign up—like yesterday. And whether they’ll be eligible or not is a question everyone is asking. In fact, Contently contacted Facebook for clarification on who qualifies as a publisher and received the following answer: “In April, Instant Articles will be open to any publishers that wish to join, but it is primarily designed for news publishers. While other types of publishers will have the option to create Instant Articles, in many cases there are other formats on Facebook that will better serve their needs.” This makes it sound like a yes—brands will indeed be able to publish Instant Articles, with the disclaimer that there may be more suitable formats available. So how do you determine if this is right for you? A New Way to Content in Unknown Territory Facebook Instant Articles presents a new opportunity to deliver content—whether you’re a publisher or brand—especially via mobile (a channel that has experienced almost nonstop growth since its inception). Because people face such an onslaught of messages—from their inbox, to social media, to offline communications—content that captures the interest of your audience and offers true value is now, arguably, the only way to capture their attention on any channel. Content marketing is now a familiar marketing activity that most marketers practice, and Instant Articles offers an immediate way to deliver content to an interested audience with faster load times—reportedly as much as 10 times faster than the standard mobile web—and without the need to navigate to a new channel. As a content marketer, the idea of a new platform for you to deliver your content to an interested audience can be both exhilarating and terrifying. There are so many places and platforms to disseminate your content today, but the promise of hosting your content on a platform that gets about one billion visitors a day is enticing, to say the least. But it’s OK to feel wary of an unknown platform and process, especially if you’ve developed a seamless way to publish and measure the impact of your content on other channels and programs. I’d encourage you to not let that stop you, as Facebook’s Instant Articles allows you to customize the typeface, color, and layout of your content to keep it on brand and use your existing analytics platforms to measure its success. It even allows you to serve adson your content, opening up a new advertisement channel. So if you have your content measurement down already—from early stage metrics like downloads and shares to late stage metrics like first-touch and multi-touch pipeline and ROI—you may still be able to apply these practices to the new platform to understand its impact, not to mention to optimize your results. Prepare Yourself, Instant Is Coming The Instant Article product itself is defined by its ability to instantly load with rich images, interactive content, and auto-play video. Today, this content is demarcated to users by a small lightening bolt icon in the corner of the article. Image: Courtesy of The Atlantic With this new product and its instant content feature, marketers face two challenges: Whether or not to be an early adopter How to adapt their content to fit the cadence and quality needed to succeed in this new environment There is definitely an advantage to being an early adopter of these products. Often, you gain more attention from your audience because the functionality is new and novel, and that’s worth something. Additionally, you usually have an opportunity to deliver feedback and learn with the product. But this can all come down to a matter of comfort and resources. Do you have the bandwidth to learn (probably a pretty intuitive) new platform and then add that step to your content publishing process? The second challenge of adapting your content to the platform is one that may affect lean or small teams the most. It will be interesting to see if brands, that have other objectives for their content (like demand generation), will have to adjust their content strategies to incorporate Instant Articles as a “new” type of content or if it will simply be an extension of what they are already doing and have planned to in their editorial calendar. Because this product is centered around delivering a high-quality experience to the user—with fast load times and interactive visuals—its success may force content marketers to redirect some of their attention toward tailoring content and interactive experiences for this platform, where they didn’t have to before. A Demand Generation Machine Finally, Digiday recently reported that Facebook is allowing some publishers test newsletter sign-up messages with their Instant Articles—trial publishers include The New York Times and The Washington Post. This is an interesting move for publishers whose biggest caveats when it came to publishing on a separate platform were ad revenue and audience ownership. With the possibility of reaching your audience on email through newsletter sign-ups, Facebook may solve both. For brands and the marketers alike, this could make a huge impact. If and when Facebook opens this feature up to brands, it will act as an extension to their customer acquisition activities for any brand, from consumer to B2B. It will be interesting to see how Facebook users respond to these new marketing opportunities—whether they will interpret articles from brands as marketing or as an improved experience. And for marketers, especially content marketers, as the digital landscape continues to change, the best advice is: Stay tuned and get ready! It seems that the downside to publishing on Instant Articles is almost negligible when contrasted against the benefits. What do you think about Instant Articles? If it opens up for brands, will you be on board?
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Author: Elaine Ip Halloween has come and gone, but the fright isn’t over just yet. With its passing grows a sense of panic among consumer marketers everywhere. We are now in the busiest selling season of the year, with advertisements hitting consumers left to right. From those eagerly anticipated holiday sales to Black Friday or Cyber Monday, consumers are receiving floods of communication every day. What will make your message stand out from the masses? Determining how to nurture your customers is a good start, but for your message to really catch their eye, you need to have compelling content. Follow these 4 guidelines to create content that resonates with your customers: 1. Trust is a Must Without any personal affiliations with your customer, your words (in this case, your content) are what they hold you to. And nothing speaks louder than words than your actions. Make sure that your marketing strategy and activities deliver on what you promise. If you offer them a coupon, fulfill it. If your customer asks to be unsubscribed from your mailing list, remove them. If you don’t, not only will it hurt your credibility, but you’ll start to see less engagement and, ultimately, less conversions. 2. Identify Your John and Jane Doe Understand who your target audience is so you can tailor your content to be relevant, interesting, and timed specifically for them. In this new digital age, customers share their information with you and in turn expect you to use it wisely. Use the data you’ve collected to properly segment and target your audience in order to build trust and relevance. Given the upcoming holidays and my affinity for buying beauty products, Sephora has nailed this down–targeting their audience *raises hand* with the right content. On the flip side, I’ve been receiving emails lately with the subject line: Senior Apartment Listings in Your Area. Since it’s outside my demographic, you can probably imagine how annoying these have been. Impersonal and poorly timed messages make your customers question whether you even know who they are or understand them. Relevant customer nurturing is all about timing and the ability to demonstrate that you understand your customer. 3. Be in the Right Place Consumers shift across channels throughout the day. Fine-tune your customer nurturing strategy for multi-channel engagement. Remember to be mindful of the content you put out on each channel to ensure that your customer experience is optimized and personal. Customers expect their experience to be a seamless, continuous conversation across channels and it’s your job to ensure this happens. In the example below, you can see the shoe retailer Sole Society advertises their Cammila loafer to a select audience on Instagram. Then later on Facebook, their ad targeting offers me the same shoe in a different pattern. Instead, I clicked on a Business Insider article and Sole Society was there once more via another advertisement to continue the conversation with me–finally convincing me to click through to shop. One of my favorite (and most dangerous) pastimes is online shopping. There’s nothing better than having access to a plethora of inventory at just the click of a mouse. Once in a while, even if I’ve already decided to buy an item, something comes up that distracts me and I won’t follow through and check out. With multi-channel marketing, I’ll receive an email a few days later reminding me about my abandoned item. “Still thinking this over? You have some great stuff in your Shopping Bag.” Thank you Nordstrom, I think so too! Time to check out! 4. Put Your Money Where Your Mouth Is Justify your marketing spend. Your customer nurturing program needs to be measurable so that you can consistently track your progress and look for ways to improve it. Define the right set of metrics, review and adjust your nurture tracks along the way, and finally report your success. Since email is a large part of most customer nurturing programs, here are the 7 most common email metrics that you may want to track: Sent – emails that actually moved through your engagement marketing platform Delivered – emails that were sent and not rejected by a receiving server Bounced – messages that were permanently rejected (hard bounce) and messages that were temporarily rejected (soft bounce) Opened – recipients who opened (viewed) the email Clicked – subscribers who clicked on a link, button, or image within your message Unsubscribed – contacts who clicked the “unsubscribe” link in an email and then followed through to successfully opt out Marked as Spam – subscribers who reported your email as spam Take a step back and test your content on yourself. If you had received this from another company, how would you respond? Does it tell a continuous story? Would you open it and click through? Or would you unsubscribe or mark it as spam? Let’s not be biased here. By checking your content for these measures, you can ensure that your nurture campaigns aren’t going to waste. With customer nurturing, you can build effective relationships with consumers throughout their buying journey. Embrace these best practices and watch your customers move along the purchase cycle! For a comprehensive description of customer nurturing best practices, check out our Definitive Guide to Customer Nurturing. Have you seen an example of excellent customer nurturing in action? Or do you have tips to add? Please share them in the comments section below.
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By: Sarah Quinn Posted: December 17, 2015 | Content Marketing Do you spend a lot of time crafting the perfect piece of content, only to find that it barely generates any shares, let alone drive leads? As a fellow content marketer at a B2B company, this is hands down one of the most challenging things about my job. We know that content marketing can generate more leads, but according to Content Marketing Institute, only 30% of marketers consider themselves to be effective. What’s the missing link? It’s time to go back to the basics. The problem may be in your promotion strategy or your lack thereof. Unless you have an audience that seeks out your content en masse, promoting your content is the only way that your audience is going to see it. But aside from simply posting it across your social media channels, what else can you do? Let’s take a look at 10 tactics that are essential to expanding the reach of your content: 1. Get an outsider’s buy-in Before you publish your content, you may want to think about ways that you can make it even more shareable. One of the best ways to do this is to find influencers, bloggers, and other sources within your industry and ask them for a quick interview surrounding the subject of your content. That way, you can sprinkle quotes from them throughout your content and its promotion, which will not only give it more validation, but will likely lead to your influencer sharing that piece of content with their own followers. How to find sources to interview: You’ve probably heard of great platforms such as BuzzSumo or BuzzStream, where you can search for influencers within your industry, but have you ever thought about using HARO? Help A Reporter Out (HARO) has more than 475,000 sources and 35,000 journalists that you can use to ask questions surrounding your content. You’ll be able to collect various quotes from relevant sources to give your content more value, thus making it more impactful and shareable. 2. Use the Problem-Agitate-Solve (PAS) formula on social media Have you heard of the PAS formula? It stands for Problem-Agitate-Solve and it’s the copywriter’s secret weapon. PAS is a common technique that’s used when creating content, but it can also work to encourage more clicks back to your content when you post on social networks. To see this in action, imagine you’re writing a blog post. You would begin the post by identifying the reader’s problem, you would then agitate that problem, and then finish the article by providing the solution. How to use PAS on social: Let’s say your video teaches a person how to cook healthy pancakes. Using the PAS technique, your social snippet could be: “Love food but not the weight gain? It’s a daily struggle for everyone! Learn how to make yummy, guilt-free pancakes with this video.” And that’s the PAS technique working in less than 140 characters (for all you Twitter enthusiasts). Take a look at a post from Innocent Drinks—a healthy beverage company—for the perfect example. They’ve started their tweet by identifying the problem: that we don’t consume the Government recommended 5 fruits and vegetables per day. They go on to address the fact that people find it difficult to eat that much fruit and vegetables, and then they offer a solution to that problem at the end of the tweet by linking to their drinks. 3. Create social banners Do you change your social banners to promote your content? While it’s a tried and true tactic, not that many businesses will change the covers on their social pages to promote content. But it makes an impact because it’s the first thing that your audience will look at when they visit your page. Create an engaging image and include the address within the image so that your audience knows where to find the content. How to create a social banner: Take advantage of free resources to design the banners yourself like: Canva, GIM, Inkscape, and Pixlr. Social banners work best if you’re promoting big pieces of content like an ebook that’s designed to drive leads. In the example below, Wyzowl created a social banner for their Facebook page to promote their ebook. 4. Post in content communities A community that is dedicated to the type of content you’ve created is perfect place for promotion. You should be able to find various communities within your industry where you can post your content where it will offer value and not appear too “salesy”. If you are just getting started, check these places out: Visual.ly for infographics, YouTube/Vimeo for videos, Publi.shfor ebooks, and Medium for blogs. 5. Pin it to your Twitter feed Did you know that you can pin a tweet so that it appears at the top of your page? Similar to your social banners, this simple trick will help draw attention to people that visit your Twitter page because it’ll be the first tweet they see. You can remove it or change it whenever you like, and it’s perfect for promoting any type of content, including blogs, videos, infographics, or ebooks. How to pin a tweet: Find the tweet that you want to Pin, right click on the ‘more options’ icon (the three little dots under a tweet) and select to ‘Pin to your profile page’ and it will then appear at the top of your page. Take Moz for example. They’re promoting an upcoming event so they created a banner for it and pinned it to the top of their feed—highlighting its importance and driving registrations. 6. Mix up your snippets When it comes to promoting your content you shouldn’t just publish it just once on social media and hope for the best. To effectively promote your content, you need to put effort into testing out what works best for each of your different channels. By creating a variety of intriguing snippets, you’ll encourage a larger click-through to your content by delivering copy that appeals to a larger audience. How to mix up your snippets: Include a popular quote or saying Include an interesting statistic Include an engaging image Test out hashtags to increase the reach of your content 7. Include sources when sharing If you’ve cited sources in your content, then they are definitely worth mentioning when you post on social networks. The idea is that by crediting them on social media, you will encourage these sources to check out the content and share it with their followers. As you research for your content, keep track of bloggers and influencers within your industry. How to get sources to share your content: Including influencers that are active on social media, and crediting them on social can translate into a more widely shared piece of content. Take this tweet below as the perfect example. It doesn’t give too much away about the content, but simply tags a few sources within the tweet. 8. Reach out to people who have shared similar content This one isn’t exclusive to influencers, but rather peers who may help share your content for you. If you find people that have shared content around a similar topic as yours, the chances are they wouldn’t mind sharing yours as well since most people are actively looking for content to share. One of the best ways to cultivate these relationships is by reciprocally sharing and commenting. Another way is to understand their audience and make sure that your content offers value to them. You can be direct, and send them a message sharing your content with them and ask them if they would mind sharing. Or, you can follow them and slowly build a reciprocal relationship by sharing and engaging with their content and getting to know their audience before you ask for them to share—this often works best. How to find people that have shared similar content: Visit a website like BuzzSumo—a social media influencer insights platform— and type in the keywords surrounding the content that you’ve created. You’ll then find a list of articles that will be relevant to that content. Next, post the links of those articles into your search bar on Twitter and you’ll find a stream of people who have shared that very content. 9. Link from your best performing content As a metrics-driven marketer, you understand what your most successful content is. This underused tactic leverages your best performing content and its significant traffic, to promote new and related content. After you identify your best performing content, place a link from that content to the new piece that you want to promote. If you have a content recommendation engine, you may be able to automate this process. How to effectively link from your best performing content: One way to implement this is to use relevant keywords or phrases from your best performing posts, and create new content that is relevant to those keywords so that you can link to it. By doing this, the link will feel natural and relevant to your audience, rather than promotional and out of place. 10. Include a Call-to-Action (CTA) in your best performing content Chances are that your best performing content is effective at engaging your audience. Take advantage of their interest and include a CTA for them to act on. Let’s say the content that you want to promote is an educational, downloadable piece designed to generate leads. With this tip, once again you use the power of your best performing content to help drive traffic and attention to the new content you want to promote by including a call-to-action. How to include a CTA in your best performing content: The first step is to set up a landing page for the content that you want to promote so that when you include a CTA in your best performing content it points to the new asset. According to Brian Dean from Backlinko, this technique really works and he suggests using the CTA closer to the top of the content to help encourage more clicks. You can also design stand-out banners for the side bar and at the bottom of the post to really draw attention to your new content. Content marketing can be a tough gig—from content ideation to creation and promotion—but with the right tactics across various platforms, you’re far more likely to increase the chance of prospects seeing it, sharing it, and becoming your latest lead. Do you have any more tricks to promote your content? Let me know in the comments below.
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Author: Matt Zilli The marketing organization has been in a renaissance, moving from a model where every type of marketing is handled in a silo toward a more holistic model that’s structured around the customer lifecycle. It’s about time. Traditionally, customers have come to us with marketing departments organized in every which way. In the long run, the model that’s proves itself time after time is a marketing department structured around the customer experience, one that makes sure that customers get consistent and progressive messaging from their first touch all the way through their entire journey—no matter where that journey takes them. In other words, marketing organizations have to be nimble enough to allow for a panoply of customer experiences—sort of like those “make your own ending” storybooks where every choice reveals a new plotline, which is essentially what each buyer experiences with your brand. Making this a reality involves ensuring that you have the right strategy in place and dollars to back it up. Point-to-Point Engagement? Or One Hub to Rule Them All? The hub-and-spoke system used by many airlines today was one of the greatest innovations in the airline industry. However, when airlines like Southwest successfully implemented point-to-point systems at lower costs, it put pressure on hub-and-spoke airlines to adapt. A similar story is unfolding in how marketing organizations handle the rapid explosion of marketing channels. If you’re in marketing, you know how overwhelming the sheer number of channel choices can be these days. The pressure to have an effective, dynamic presence on every single digital platform can be crippling to busy marketers who can barely keep up with just social media posts. And let’s not get started on the responsive, personalized website you need to have if you want to appeal to your audience. According to Content Marketing Institute’s annual B2C Content Marketing: 2016 Benchmarks, Budgets, and Trends—North America report, of the 12 tactics consumer marketers consider most effective, a healthy nine of them are digital marketing approaches: email newsletters, social media, mobile apps, videos, online presentations, microsites, website articles, webinars and webcasts, and blogs—with the rest being in-person events and creatives (photos/illustrations and infographics). And their B2B report echoes similar results, with the most effective digital marketing tactics being webinars/webcasts, email newsletters, blogs, videos, and online presentations. Their other tactics, aside from in-person events, involve different forms of content that can be hosted online: case studies, whitepapers, research reports, and infographic. Unfortunately, a lot of traditional organizations are stuck in hub-and-spoke mode, with email marketing, social media marketing and mobile marketing arms simply tacked onto their traditional core marketing department—which is often most adept at legacy mass marketing that’s becoming ever less relevant. Some organizations with this old-school approach refuse to see the marketing experience through the modern customer’s eyes. What Exactly Is Your Customer Looking For? Customers don’t think of themselves as “email customers” or “Facebook customers” or “mobile customers.” They expect and deserve open access to the same information on any platform, a unified, omni-channel experience that unfolds organically wherever they are. If they see a post on Facebook about a great deal on a product, but didn’t have time to click “buy” before they walked out the door, they want to be able to go right to your website from their smartphone while they’re standing in line at the post office and get the same deal without having to go back and scroll through their Facebook timeline (in fact, this happened to me recently). But when marketing organizations are siloed, the customer experience becomes disjointed. The social media department can’t always coordinate with the website department to ensure that your customer sees the same information on every channel. Customers are apt to receive duplicate or even conflicting messages, and once they’re stuck in the quagmire of your duplicate marketing messages, they quickly lose faith. To give your entire team insight into the whole customer experience, you need a marketing organization devoted to that experience—and you need the tools to support it. Both your internal organization and your technology must allow you to read/listen and respond to customer behavior in the moment. Why You Need to Spend Even More on Digital Marketing Of course, to reorganize your marketing team, you need the budget. Less dollars are going into traditional offline marketing channels, and are instead going into digital marketing. And unless your company has been hiding under a rock for most of the last decade, you’ve probably already increased your digital marketing budget pretty substantially to accommodate the need for a website, social media presence, and email marketing campaigns (at the very least). In fact, Gartner’s CMO Spend Survey 2015-2016: Digital Marketing Comes of Age, published November 2015, reports that digital marketing budgets increased 10% from 2014 to 2015, and this amount will continue to increase this year, primarily going to social marketing, digital commerce, marketing analytics, customer experience, and advertising operations. These days, digital marketing is marketing. In fact, 98% of marketers acknowledge that the online and offline channels are merging and a third of marketers already have their digital techniques fully incorporated into their marketing operations, according to Gartner. And here’s why: Your customers are online, so that’s the natural place to talk to them. Pew Research Center reports that 84% of American adults use the internet, with adoption increasing over the years across all age groups, and a fifth of Americans go online almost constantly. Digital marketing is faster than offline channels. In a world where buyers demand immediate, relevant information, it’s infinitely easier to fulfill those demands via digital channels because we can listen to the requests and automatically respond. Even the best direct mail piece still takes a few days to arrive. Besides putting money where it counts, spending on digital marketing makes for better tracking of marketing ROI. Finally, marketers can justify where, how, and why they are spending their money. The bottom line? Even companies that don’t think of themselves as “digital businesses” are taking their marketing efforts online. You have to meet your customers where they are. Digital is no longer a marketing niche—in fact, the phrase “digital marketing” will soon be considered redundant. We’ll all just say “marketing,” and that will be that. If your organization hasn’t gone digital, you can lobby for change and be the marketing hero. Begin your campaign for change by defining what customer engagement means to you. Is it all about customer retention? Repeat purchases? Social advocacy? Perhaps it’s all, which for many it should be. Next, hone in on a set of customers you can identify as a prime engagement target and then engage them with that content, while measuring how their response is impacting your goal. Just think—it will be dawn of a new day for your marketing organization.
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By Sean O’Neill Many industries felt the impact of our recent financial crisis, including automotive. Traditionally an integral part of our economy and culture, car sales in once strong markets are in decline due to lack of consumer confidence and changes in the way people buy. Today, more and more people conduct research online instead of visiting car dealerships. These changes in the way people buy have affected the marketing landscape across the board, not just in automotive. With industries such as media, retail, finance, and education, the internet has changed the way people buy and has also led to increased levels of competition. As a result of this surge of information available online, the average buyer now spends more time independently researching purchases instead of visiting more traditional shop-fronts like dealerships. Today, as consumer spend is returning, consumer marketers of luxury goods must do more to attract and engage buyers and maintain loyalty with their brand. For example, one report from management consulting firm McKinsey showed that for an average automobile purchase there are now as little as 1.6 visits to car dealerships compared to the average of five visits from buyers 10 years ago. This is reflective of the challenge for marketing luxury consumer products across the board, where customers are now on multiple channels such as social, web, mobile, and email. In this environment, the physical store has become less important for information gathering. Consumer marketers now need to be wherever their customers are, not just in-store. They need to tie up all those data points and go beyond simply collecting information about potential customers to really keeping these potential customers engaged with the brand over time. To adapt to this changing market, here are three actions marketers can take to maximize the potential for growth: 1. Get Timely Data Like all marketers, those involved in leasing cars, selling insurance, and taking out contracts over several years find a lot of potential for generating new business from targeted and timely messaging. As a consumer marketer, you can align your sales and marketing process in such a way that cross-channel visits are tracked, messaging is automated, and persona-based and timely alerts are sent to sales for follow-up. The best way to do this is by using a marketing automation platform. For example, a challenge like creating an automated process to reach out to lease holders can be solved with marketing automation technology. In this case solving that challenge means that opportunities to help customers find a new car when their lease was coming to an end don’t fall through the cracks. Instead, a marketing automation platform can automatically generate a lead for each lease approaching maturity and send an alert to the account manager involved. So by using the right technologies to analyze interest and interaction and by triggering the right flow of content to engage the buyer, you can significantly increase customer retention. 2. Engage in Linked Multi-Channel Marketing Across almost all industries we see that customers use multiple devices to research and connect with products and services. This is particularly relevant when it comes to consumer-geared businesses; however, aligning a consistent message across all devices—led by insight and tracking all of that data—continues to be a big challenge. In many large organizations, there is often a hodgepodge of different tools, all operating in their own communication silos. By using a full marketing automation suite and not simply a standalone email marketing system, you will create a consolidated approach where it’s possible to connect with potential customers across all of their channels and build a profile based off of all of their interactions. Having this profile in one place helps you communicate with your audience more effectively and personally, making it more likely that they will take action and purchase. Let’s use the example of an automotive dealer. Say it wants to run a campaign targeting those who have purchased cars within a certain timeframe, interested in upgrading their vehicle. The first thing is to send some information on why it would be beneficial to change and what kind of deals they could get. If the dealer relies solely on email, then the messaging might not be consistent when the buyer visits the dealer’s website or social media pages. And if the buyer accesses the content via mobile it should be optimized for mobile. So, the best thing for the dealership to do in this case is to provide consistent and engaging messaging to the user across all of these channels, taking into account the actions they have taken previously. Without linking up all of these channels into one system, the communications will not be personalized and consistent with buyer behavior. If the buyer has received an email and then clicked on the website and then shared a picture of a car with their social network, then they should receive messaging personalized for their stage of the buyer journey. This can only be accomplished by mapping the entire journey. Here’s how this journey can be illustrated: 3. Perform Enhanced Analytics Increasingly, emerging markets are where businesses are now experiencing growth, which means they must improve segmentation by splitting their database into the most meaningful audience for each campaign and deliver more location-specific information. Behavioral data, such as understanding click-through rates, keywords, time spent per page, and repeat visits, is a vital part of creating targeted messaging. With traditional markets slowing, it is more important than ever to find ways to entice potential buyers and upsell to your existing client base. You can do this by tracking both demographic and firmographic data and understanding the value of your content not just at a first touch but at a multi-touch level. First touch attribution is great at giving an indication on campaign performance and how many potential customers have been brought in due to that campaign, but this can give misleading data in today’s world, where buyers don’t engage straight away with the business. Instead, these prospects often touch multiple channels before they engage. So only multi-touch attribution can show marketers the true value of their content on influencing deals over time. Tying It All Together There are several ways to get timely data, implement a multi-channel strategy, and monitor buyer behavior, but by providing one system of record for all of your customer engagement, marketing automation software provides marketers with an easy, centralized way to gain insight into your customer journey. By showing you which content is working for you and what can be enhanced, this will help you decide the best strategies to optimize revenue and accelerate growth for your business. How are you engaging with your customer in a coordinated, cross-channel way? Where are you struggling? Please share in the comments below.
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Author: Ellen Gomes According to Statista, there are approximately 1.2 million apps in the Apple App store and 1.3 million apps in the Android App store. So it’s no longer news that there is an app for everything, but it might make you wonder, “Do I need an app?” A question that’s often followed by the conundrum of what app to build, followed quickly by how to build an app and then “what’s my role in building an app?” Don’t let those questions or puzzlement be a deal-breaker or a barrier for you as a mobilemarketer. In this blog, I’ll walk you through evaluating how you can (and if you should) use an app to support your business and how to get the project moving along. Why Build a Mobile App? There are a ton of reasons, but let’s start at the top: mobile apps can support your business goal, whether it’s to extend your product, drive engagement, or support commerce. They provide an opportunity to drive deep engagement with your customers on the device that they use most (who else feels lost without their phone? I know it’s not just me…). Introducing a mobile app into your marketing plan is a critical and strategic move. It’s vital that you integrate its creation into your marketing strategy and that you’re involved in some of the technical aspects of the mobile app creation and implementation. As a marketer, it’s your job to ensure that the app includes multiple engagement touch-points that create a personal and relevant experience for your customers. Set Your Stakeholder Team So how do you get started? App marketing starts with creating a strategy that addresses and supports your mobile and organizational goals. The first step is evaluating whether a mobile app is right for your business, but to do that, you need to assemble a cross-functional team of stakeholders to determine whether an app will deliver the right type of value. First, you need to assemble your app team. This is often a large committee of involved stakeholders for key decisions, but you may also want to split into sub-groups focused on individual tasks. For example, maybe your engineering and user interface teams act as a sub-committee to project manage the development of your app, while marketing and sales works together to create an effective launch plan for your app. As you think about whom to include in your committee, here is a list of stakeholder groups you should consider: Executive Leadership (CMO, CEO): Supports the initiative with vision and buy-in. Marketing: Supports the initiative with go-to-market planning, app marketing strategy, and customer insights. Sales: If you have a sales team, make sure they support the initiative with customer knowledge and requests. User Interface and User Experience Experts: Support the initiative by providing app flow guidance and design expertise. Product: Supports the initiative by sharing data-based customer insights and market data. They may project manage the app build. Engineering: Supports the initiative by either building the app or helping source good developers to build your app. They may project manage the app build. Determine Your App Goals After you’ve defined your team, the next step is to reach a consensus and define your app’s goals. Defining the goals is important because it will shape how you make key decisions. To start, you and your team need to understand why you want someone to use your app. What is the purpose? The majority of apps boil down to trying to achieve one of these three goals: Acquisition: Your app provides useful functionality in exchange for the user providing contact information. These types of apps are typically promoted in the app store and via paid channels to drive downloads and subsequent sign-up. Engagement: The activities and associated actions in your app drive the user to engage with the app and your brand. These types of apps build relationships and loyalty. Conversion: The activities and actions in these apps may have components of engagement, but ultimately, they drive conversion. Get Started! Once you have determined the primary goal of your app, you and your stakeholder committee have important questions to evaluate and decide. These questions will shape how you go about the production, development, and promotion of your app. These key questions include: What type of app best fits your organization? How should you price your app? Will you design your app in-house or through an app design firm? What is your app development timeline? How will you take your app to market? How will you handle continued feedback and development of your app? I hope this gives you a good start in how to get started in evaluating if a mobile app is right for your business. Interested in learning more about creating your mobile app roadmap? Check out “A Mobile App Primer” for more info on how to get started. Have you created a mobile app? I’d love to hear about your process and how it was similar or different in the comments below.
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By: Frank Passantino Posted: February 22, 2016 | Mobile Marketing Ad Tech (paid media) has been around for quite some time—with advertising on social networks and popular ad platforms like Google AdWords—but it has historically been seen, and treated, as its own category. A big shift that we’ve seen over the last year or so is that Ad Tech and MarTech are gravitating closer and closer together as a response to the demand from the market for connecting these two technologies. Looking at the combination of these two technologies and the continued migration towards a more mobile world, we start seeing opportunities for new types of paid media that help marketers create seamless, end-to-end experiences for their target audiences. This blog post will examine a new type of ad that blends the elements of Mobile Ad Tech and MarTech. The More Modern Ad Let’s take a look at a new solution—Facebook Lead Ads. A Facebook Lead Ad is a new type of ad unit that Facebook announced in mid September last year that’s designed specifically for the mobile channel. This ad unit allows a marketer to specify a set of questions via a form to capture a person’s information inside of the Facebook mobile app without the person ever having to leave the app. Imagine scrolling through your Facebook news feed on your mobile device and coming across a newsletter subscription ad that interests you: You tap on the subscribe button because you’re interested in receiving the personalized newsletter. Next, you’re presented with a form (inside your Facebook app on your mobile device) that the marketing team has built to capture data on the your interests and communication frequency preferences. The examples below show what this flow looks like. Now, you’re able to choose the content you are interested in hearing about—in this case, it’s Web Personalization—and how frequently you want to hear from the advertiser (once every two weeks). That’s it, with a few quick taps you can submit your details and the company is now able to effectively deliver personalized content to you based on the terms you specified. Mobile Ad Tech + MarTech = Better Mobile Marketing As you can see with the example above, Facebook Lead Ads allow marketers to seamlessly capture information about a person with just a few taps on their mobile device. When someone engages with a Facebook Lead Ad, they are presented with a form that is pre-populated with information they have already shared with Facebook, such as email address (work or personal as specified by the marketer building the form), phone number, mailing address, etc. This makes the form submission process quick and easy. No more re-directing people to a mobile version of a form on a mobile version of a landing page that requires multiple taps and manual data entry. Instead, the person filling out the form has a seamless experience with the brand with minimal interruption. The best part? Your marketing automation platform can continue the seamless experience once someone has submitted a form. The answers to custom questions, like frequency of communication or specific interests, can be transferred into your marketing automation platform’s database and then used to inform your marketing programs for instantaneous responses and continuous engagement. This shifts the focus from outbound marketing and webpage sign-up forms to mobile inbound inquires, email subscriptions, sign-ups, registrations, and so on. Now, marketers can trigger a sequence of events based on an in-app form fill out. Take the example above. The marketer may want to trigger an immediate email response based on the prospect’s interest. Using the example above, let’s assume Marketo has already set up a nurture track for Web Personalization. Upon subscribing to Web Personalization content via the Facebook Lead Ad form, Marketo can then add the people who submitted the form to the relevant nurture track in order to continuously deliver specific content the person has requested and engage them based on the frequency that they specified. Together MarTech and Mobile Ad Tech improves a marketer’s ability to offer a more relevant experience to their audience. How are you using Mobile Ad Tech in conjunction with your marketing automation? I’d love to hear about it in the comments below.
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