Don’t Get Left Behind in Marketing Automation

Part of obtaining a consumer’s Interest in your company is making sure you have the right tools to address all his or her needs. Engagement marketing isn’t the same without marketing automation.   What is it? Marketing automation is a software that enables your company to automate repeated tasks, prompted by time or a cue. This ensures that you reduce the amount of mistakes and increase engagement levels with your customers without giving up too much of your time. What it isn’t Often, there are rumors going around that marketing automation is: Another name for email marketing. Actually, it encompasses a bunch of other campaigns from all channels like direct mail, social media, newsletters, and content. Something that only benefits marketing. Yes, it does benefit marketing, but sales get a boost in their productivity, too. A way to send spam. In bad marketing, it may be true. In good marketing,

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Update Your Social Media & Blogging Library

Part of being ahead of the game in the digital realm is knowing which social media and blogging platforms you should use for your kind of business. Attracting the right audience is talking the talk and walking the walk.   Social Media Tools Facebook. One of the most used social media networking websites that every business should have. User Background: Ages tend to vary, but skew more towards young adults and adults. Both men and women. Level of Engagement: Very high. Being that many people use it for daily entertainment and social needs, it reflects a lot of clicks, likes, and shares from consumers. Who is it for? Really. Twitter. Like Facebook, it is an extremely popular tool used to network and socialize. User Background: A younger audience, filled with a mix of men and women. Level of Engagement: Often attracting “information junkies,” Twitter gets a high level of engagement

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Offline is Still Alive in the Digital World

A lot of marketing tactics today focus on Digital Advertising and Inbound Marketing, which are both online. The polar opposite of face-to-face. But don’t be sold on the idea that offline marketing is dying because it’s not.   Online Marketing Pros Cost effective. Online social media and inbound marketing tactics are proven to have lower average costs per leads, according to Hubspot’s 2013 State of Inbound Marketing Report.   More options. It can range from video to images to email to blogs. You won’t be limited to the type of content that one group of people enjoy. Better analytics and easier tracking. There is an endless amount of marketing automation tools you can use to track, analyze, and act upon. Here’s just a few. Instant results. You can see conversions in a matter of minutes. If you’ve got a good campaign and marketing efforts, profit will come in effortlessly. Hubspot lets

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Inbound and Outbound Marketing is the Ultimate Package

Take a deep breath. We’re delving into the world of Inbound and Outbound marketing. The latter isn’t dead and both should be taken as equally important. The transition from “Visibility” into “Attraction” of the VAIRCG principles of Engagement Marketing is a brittle line because they’re so intertwined.   Outbound Marketing What is it? This is the more traditional type of marketing, one that (arguably) thinks more about the company than the customer. Think of ads that go “outwards” to the customers. Things we want to blast to the customer so they can find you. It’s interruptive if done incorrectly (check out how to make seamless, targeted ads). However, it is still a crucial and integrative part of marketing. Examples of Outbound Press Release Direct Mail Telemarketing TV & Radio Online Display Ads Print Ads Pros vs. Cons Pros Reach people who don’t know you exist 65% who receive cold calls evaluate

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Boost Your Digital Advertising Mechanics

Kudos to you for digging so deep into the world of the customer. You’ve begun to understand what people want by building your persona and doing the proper market research. Now it’s time to take it up a notch by showing your wonderful ads and content to the right people.   The 3 Digital Advertising Types Concept Ads This is your first and (maybe) only chance to grab hold of your customer’s attention. So make it count! Use carefully crafted and memorable advertising design to generate brand awareness. Think billboards, 8-second commercials and full-page spreads.   Content Ads You guessed it. Content ads are, well, content. They’re targeted for customers who are seeking information. And being the awesome company you are, you know exactly what kind of information they’re seeking. Content ads come in the form of vertical formats (i.e. portrait, half-page, filmstrip) and/or content streams such as Facebook and Twitter.

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Learning the Buyer’s Journey for Better Marketing

You might have heard this a lot and in different ways. Other common phrases include customer buying cycle, customer lifecycle, and customer buying process. You want to know how people end up making a purchase. Then, you satisfy their needs by making valuable content based on where they are in the buying process. So let’s continue our journey of conducting relevant market research.   Why do I need to know the Buyer’s Journey? Just like why you should do research before you dive into your marketing plan: 1) you will find relevant data, and 2) you will know how satisfy your customer’s needs. People make educated buys. The internet is available at their fingertips – their smartphones. Because of that, people come 57% prepared to make a purchase before you even get a chance to say hello. Do I need to reiterate that Sprint lost 1.3 million customers because they ranked

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Hootsuite: The New Social Measurement Recap

Today, it’s all about social media. If you aren’t on Facebook and Twitter at the least, you might want to start re-thinking your marketing strategy. You might be asking: “How do I know which Social Media works?” The biggest questions marketers who are new to social media ask are: How do I reach target audience? How do I engage the right stakeholders? How do I drive value from programs? How do I measure business impact of social? Hootsuite’s presentation on measuring social media from the Marketing Nation Webinar left us with some good thoughts. Social Media is beyond likes, fans, and followers & it’s overtaking the search engine in terms of traffic Talk about crazy. So how do we keep up with which social media works for you?   Social Marketing in 3 phases   Grow Your Channel. Start and build your social channels one by one. Drive Business Value. Begin

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Conducting Market Research for Better Visibility

This part goes hand-in-hand with building your Buyer Persona to guarantee that your marketing efforts are bringing in real Visibility. You always want to be ahead of the game by knowing everything about your ideal customers. Doing that requires meticulous research.   Collecting Data through Research It’s okay if you don’t have any data yet. You can still make educated guesses. These activities that Moz outlines (that we summarize below) help get you started or expand your current efforts. Be sure to do a mix of research types for the most expansive, accurate, and precise data. Don’t limit yourself to 1 source.   Qualitative Research This has a smaller sample size, and allows teams to identify customer needs. Affinity mapping. A very common method, but mostly based on assumptions. It goes something like this: 1) Gather assumptions of customer needs. What are their goals, activities, problems, and frustrations? (5-30 minutes) 2)

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How to Develop a Buyer Persona for Engagement & Profit

So you’ve identified your core clients as either businesses (B2B) or consumers (B2C). The next step to establish the right Visibility is building a few concrete buyer personas for better engagement and more profit.   What are Buyer Personas? A semi-fictional profile of your ideal customers based on relevant data and market segmentation to help guide business efforts. A lot of departments use them and they do a whole lot of work in smart business decision making. Personas are a more narrowed and specific definition of a segment. To get even more particular, there are 2 types of personas: an audience and a buyer. An audience wants to consume content merely for educational and entertainment benefits. A buyer wants to absorb content that helps with their decisions about a transaction.   Why should I care about Buyer Personas? Google cares. They take data and use their own market segmentation algorithm, which

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Businesses vs. Consumers as Core Clients

You’re taking the initial step to getting to know your customers. Great! The first part of the Visibility process in the VAIRCG method is knowing whether you are a B2B or B2C company. When it comes down to your clients, who are you seeking – businesses or consumers? Although the methodology and process of approaching, nurturing, and satisfying B2B and B2C clients are dangerously similar, there are notable differences to keep in mind.   B2B (BUSINESS) B2C (CONSUMER) Decision-Making Process & Buying Cycle Generally longer and requires more time to cultivate relationships Expect multiple phone calls, presentations, meetings, etc. Cater to long-term business goals Generally shorter and focuses on impulse buys Purchases are usually made to address immediate needs Stakeholders More decision makers (think executives and chiefs) Tailor to every stakeholder – or as many as you can – to garner their approval   1 or 2 (possibly more); refers specifically

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