What marketers say their top challenges are, and the opportunities that come along with them.
Every marketer faces different challenges. Although we typically share similar goals, some marketers are stuck on lead generation, while others are having trouble converting leads into customers, and some just aren’t generating the traffic to their site they need in the first place.
Not to mention all the individual parts of a solid marketing strategy where you might be falling short -- maybe it’s content creation, search engine optimization, or finally figuring out how to actually attract customers from Facebook.
Whatever it is, there’s always at least one area that any marketer can stand to improve. And hey -- that’s great! Why? Well, it means there’s always room to optimize the various components of your strategy and turn your marketing into an even more effective revenue generator.
So ... What's Your Biggest Marketing Opportunity?
To help you figure out where your greatest potential for improvement lies, HubSpot has created a super quick 3-question quiz called “What’s Your Biggest Marketing Opportunity?” Just answer a few simple questions, and we’ll tell you exactly where you should focus your efforts to make your marketing more effective. We’ll even provide you with a customized marketing plan based on your results, to help you get started!
Curious about what kinds of obstacles other marketers are up against? We took a look at the responses we capture from HubSpot's own lead-capture forms -- where we give marketers the option of identifying their biggest marketing challenge -- and analyzed their results. Here are some of the most common challenges marketers have told us they face ... and their solutions.
The essential marketing stories you might have missed this week, featuring how to grow and scale your business blog.
In this post, you’ll find the top 6 marketing stories and resources of the week to keep you updated and help you learn how to scale your online presence.
Google Searchers 3x More Likely to Be Logged-In Than Bing, From Search Engine Land
Have you noticed that social and search are becoming more and more integrated lately? Well, according to a recent survey from Search Engine Land, 62% of respondents reported they do not want or gain benefit from social results mixed in with search results. Whoa. That throws us marketers a bit off course, doesn’t it? Isn’t personalization a good thing? In the same survey, data also revealed that 61% of Google searchers are logged into a Google service when using the search engine, compared to 22% of Bing users. This shows that Google clearly has an advantage over Bing when it comes to collecting information about users, due to the high rate at which users are logged in to the search engine. Even if users aren’t certain they want social and search to be integrated, this data proves that users are still using it at an incredible rate, regardless of what they might want. To see more data on Google vs. Bing in their social integration battle, check out the full story here.
Google Launches Promotions on Google Shopping, Enables Distribution to Google Offers & Maps on Android, Too, From TechCrunch
Google recently announced a new feature for merchants called ‘Promotions,’ where retailers can add promotions to their product listings in Google Shopping, Google Offers, and Google Maps on Android. These new promotions are meant to encourage foot traffic to a retailer’s store through Google Offers, which, if you’re not familiar, is similar to Groupon and Groupon Now. Essentially, you can purchase a deal online and then visit the store’s physical location to redeem that deal. Additionally, retailers can now create promotion lists, map them to the right products in Google Shopping, and then upload them to the Google Merchant Center. With this system, users can also redeem special promo codes, allowing retailers to actually track and measure the performance of their brick-and-mortar promotions. If you’re interested in learning more about Google’s new updates for retailers, check out the full story here.
Facebook Launches Global Pages to Simplify Brands' International Facebook Presence
Facebook has recently launched a new structure to business pages for global brands, called Global Pages. This change is aimed to provide a better, localized experience for international brands' prospects and customers, while also consolidating a business’ global Facebook presence into one destination. Do you know of any brands with multiple Facebook Pages for different countries and languages? Well, maintaining these confusing, multiple pages will no longer be an issue with Facebook’s new updates. Now a brand can simply have one general Facebook Page, but also take advantage of the ability to automatically route visitors to the appropriate version of the page depending on their geographic location for a more personalized experience. Administrators can customize each variation to include different cover photos, profile photos, applications, milestones, ‘About’ information, and even news feed stories. Does this global consolidation sound like something you’d be interested in? Read the full story here to learn more.
EdgeRank: Doing the Right Things Doesn't Solve the Bigger Issue, From Social Media Today
Have you heard of Facebook’s Interest Lists? According to Facebook, “Interest Lists are an optional way to organize the content you're interested in on Facebook. You can create your own Interest Lists based on the things you care about, or subscribe to other people's lists.” Sounds pretty great, right? They're not a brand spankin' new feature, but many brands have been recently encouraging users to create these Interest Lists, in hopes that the brand will appear more in users’ news feeds. Of course, this doesn’t solve the bigger issue of EdgeRank overall because, according to Social Media Today, Facebook is “deciding that my news feed is too cluttered and attempting to fix that for me (and you) by developing an algorithm and basically deciding for me (and you) what I’ll find interesting.” Big brands like Starbucks and Coca-Cola get a great deal of fan interaction, so they generally have a higher EdgeRank. But what about the smaller brands? To learn more about the lingering EdgeRank issue, you can read the full story here.
Only 6% of Fans Engage With a Brand’s Facebook Page [STUDY], From Mashable
Oh, so hundreds of thousands of people ‘Like’ your Facebook Page? You must be getting so much engagement! Or maybe not. According to a study reported by Mashable, “On average, just 6% of fans engage with a brand’s Facebook Page via Likes, comments, polls, and other means.” Wow. So what does this mean for brands if 94% of people who Like your page are not engaging? Let’s look at this statistic from a positive point of view. Those 6% of people engaging are your “super fans,” which means they will gladly like, share, and comment on your page content, which helps boost your EdgeRank. In fact, “each month, the so-called super fan Likes 10 posts, shares five pieces of content, and comments once,” according to Mashable. So what you can do as a page administrator is leverage these 6% of engaged fans, and use them to your advantage. Make sure you’re catering to the needs of your core audience and you will build a much better, more prominent presence in users' news feeds. To learn more about this study, you can read the full story here.
How to Grow & Scale Your Business Blog: A Guide to Increasing the Reach and Marketing ROI of Your Blog
You’re probably already aware that content creation is a very necessary function of successful inbound marketing. And for the inbound marketers who embrace that, a business blog is one of the most reliable and effective platforms for publishing your content. So wouldn’t it be great if you could scale the impact of your blog so it makes an even bigger, better, and more powerful dent in your marketing results? We recently released a new ebook that will teach you how to implement an advanced blog marketing strategy to help you grow, scale, and rethink the role of your business blog. Most importantly, this ebook will teach you how to actually convert blog visitors into dedicated subscribers. To learn more, download the free ebook here.
Learn how your branding and design teams are more important to your overall inbound marketing than you may have thought.
Oh, you work in branding and design? So you're an arts and crafts marketer. Got it.
Raise your hand if you've heard that refrain. It's a bummer brand marketers get that reputation, because it typically stems from a total lack of understanding of the impact branding and design has on other areas of marketing. Those that think branding is just a fluffy, marketing buzz word need this blog post. And if you're a brand marketer who's tired of explaining why your job matters for the greater sales and marketer good, well, bookmark this bad boy and send it the way of the naysayers. Here are just some of the places brand marketers have a serious impact on other areas of marketing!
7 Reasons Branding & Design Play a Vital Role in Your Marketing
In today’s media landscape it’s hard to be unique. Social marketers are failing to create new ways to reach their audience with recycled strategies of charities and contests, struggling to increase engagement for the long term. But to be fair to any audience, it’s hard for viewers and fans to commit much of their interest to obvious calls to action like “Check out our latest blog post” or the overused “Like our Page and we’ll donate to this charity!” So, how can social marketers avoid this?
The answer? They need to be more subtle, more entertaining and become part of the way people define themselves.
Sounds hard doesn’t it? But in our extremely fractured media landscape where advertising is everywhere, some advertisers manage to cut through the clutter. That’s because they become a part of pop culture. They become defined by people’s interests and appeal to factors such as recognition and attention-grabbing entertainment. Over time, as advertisers utilize pop culture to build their brand message, their brand begins to merge and blend with the same piece of pop culture that was used to create the message, resulting in a fully immersive branding experience recognizable on a big scale.
In the social marketing world, this pop culture strategy has been proven effective. Take a look at Oreo for example: do you think they managed to attract 150,000 likes and 20,000 comments on their Facebook post just because they make cookies that taste delicious? Not at all. It’s because they’ve built a simple marketing strategy on today’s most-talked about issues. Which -- surprise -- makes people want to talk about them.
The focus of each marketing campaign is to present the popular events and issues in a simple, visually stimulating, and most importantly, shareable way.
Here are some ways that big brands have become a part of pop culture.
Social Media - If you're not deriving customer intelligence from social media to inform your marketing decisions, you're missing an important opportunity to extend the reach and effectiveness of your marketing efforts.