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Maximize Your Marketing Campaign's Potential With Multi-Step Funnels

Maximize Your Marketing Campaign's Potential With Multi-Step Funnels | marketing tips | Scoop.it
This article will take you through the steps of a cohesive marketing campaign for SaaS businesses. Rather than a typical walk through, I’ll be offering advanced techniques for maximizing the conversion potential of each step.
mcgrawmarketing's insight:

First, I think this is a very well thought out and presented article.

 

Second, I am concerned when the focus is on online versus the customer across all channels.  I know that's not the purpose of the article - the purpose is online only.  But reality is a little messier, if you will.  The customer calls you.  The customer stops by your store.  The customer might actually prefer to receive information at certain stages of their buying process by mail.  

 

More and more often,  I find myself reminding my clients about the other ways the buyer might re-act.  

 

If I am a digital marketer, the author lays out a pretty nice path to limit yourself to but if I am a marketer, I have to consider other channels.  Can I use direct mail in the nurturing process as well as outbound telemarketing - especially if we're talking B2B.


How is your marketing department addressing the customer experience so that your digital/social/email/content marketers are in line with your direct mail, print, call center, broadcast marketers?

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Signal Wants to Help CMOs Put Vendors to the Test

Signal Wants to Help CMOs Put Vendors to the Test | marketing tips | Scoop.it
The company claims its new Signal Tag can quintuple the number of A/B vendor tests marketers can do each year.
mcgrawmarketing's insight:

This might be worth checking out - do you have any experience with Signal Tag? Please share...

 

"Survey Monkey, which served as a beta user of Signal Tag in a test of two retargeting vendors, reported a 33% reduction in customer acquisition cost as a result of its findings. “Signal gave us an advanced tool for obtaining granular insights into customer behavior, helping us to reduce customer acquisition costs and strategically increase the ROI on our targeting campaigns,” says Gallant Chen, director of online marketing at SurveyMonkey."

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45 of Millennials Arent Compelled by Content

45 of Millennials Arent Compelled by Content | marketing tips | Scoop.it
When it comes to targeting millennials, marketers may need to rethink their content marketing strategy.
mcgrawmarketing's insight:

Could it be that most content is nothing more than self-promotional push marketing rather than educational, engaging, personally relevant to the reader....and on and on and on.

The solution?

 

Put the pen down.... step away from your cubical...and go out into the world and interact with your audience. Live amongst them.  Get to know them.  Ask them questions and listen.  Learn.  Hell even feed them.

 

Then write about their needs, wants, expectations, perceptions.  Help them become more informed so they can make a decision based on insight.  (And if you're offering isn't the best for their needs and wants, tell your boss it's not the content marketing that sucks - it's the product or the price or the distribution.)

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5 Email Marketing List Hygiene Techniques

5 Email Marketing List Hygiene Techniques | marketing tips | Scoop.it
You risk being flagged as spam, if you don’t practice good email list hygiene. Here’s how to keep your email marketing list clean.
mcgrawmarketing's insight:

Thought I would go a little "tactical and practical" with this one - especially since my Inbox is filled with emails from companies I have never heard of before as well as the daily pounding from some businesses that I subscribed to long ago and really need to unsubscribe from ASAP.

 

How do you define 'inactive'?  What do you do to re-engage?  Do you have a process in place for identifying "someone@gamil.com" and correcting it to "@gmail.com"?  Are you emailing role accounts like "admin@example.com"?

 

What hygiene techniques are you using?  What's worked the best?  

 

Interested in more?  Check out http://blog.act-on.com/2014/03/5-reasons-why-email-list-hygiene-is-serious-marketing-prioritylean-serious-marketing-priority/

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Marketing is Eating IT and the Call Center is Next | Sandhill

Marketing is Eating IT and the Call Center is Next | Sandhill | marketing tips | Scoop.it
Altocloud discusses what CMOs can do to bring together the worlds of marketing and the call center, deliver superior customer service and improve the customers’ experience.
mcgrawmarketing's insight:

Always focus on the customer experience and stay away from compartmentalizing based on <insert channel here> because you want to deliver a consistent, valuable, unique experience across all channels/points of contact.

 

How is your business working across the organization in order to ensure that unique customer experience?

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Marriott rewards social connoisseurs in exchange for shares - Mobile Commerce Daily - Social networks

Marriott rewards social connoisseurs in exchange for shares - Mobile Commerce Daily - Social networks | marketing tips | Scoop.it

Marriott Rewards members can instantly collect points through liking, tweeting, posting and checking-in on social media when participating in the newly launched PlusPoints initiative, which reserves a monthly allowance of up to 2,000 points for members who advocate the hotelier.

mcgrawmarketing's insight:

Is this really loyalty?  Like us a get 250 points so  that one day you can turn in 5000 points for a $10 gift card for Best Buy, Gap, Lowes or Macy’s or view a variety of merchandise options.  Members can also spend 7,500 points for a $15 iTunes gift card.


Sure it appeals to some...and I am definitely not their target audience with this promotion/effort.  


Does your company have loyalty programs?  Are you awarding points for social media/networking support from your members?  And are the points going to get them something uniquely valuable from you or $10 off their next purchase at a non-competitor?

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Blogger Communication and Response | Social Media Today

Blogger Communication and Response | Social Media Today | marketing tips | Scoop.it
I typically don't answer 98% of the cold emails I receive. Sure, I might have actually made up that statistic, but there’s really no denying the fact that I hit delete, spam, or simply choose to ignore the vast majority of emails that I receive. Why is that?
mcgrawmarketing's insight:

Rewrite the title to read "The Importance of a Clear, Concise Call to Action".  To learn how a clear, concise call to action can increase your response rates, contact me at pat@mcgrawmarketing.com 

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SEO vs PPC: Which One Takes the Gold? | Social Media Today

SEO vs PPC: Which One Takes the Gold? | Social Media Today | marketing tips | Scoop.it
The real way to attract attention to your webpage is to try one of two search engine marketing approaches: search engine optimization or pay per click. This article covers a comparison of SEO vs. PPC.
mcgrawmarketing's insight:

Good practical advice based on your goals, resources, time frame, etc.

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5 Easy Steps to Make Your Customer Communications 20 to 30% More Influential - Silver Bullet Group

5 Easy Steps to Make Your Customer Communications 20 to 30% More Influential - Silver Bullet Group | marketing tips | Scoop.it
(Enhanced Rule 25 in 42 Rules of Product Marketing)By Michael Cannon We have all seen the research reports from IDG, AMA, etc. that say less than 50% of our customer communications, content and sales conversations, are not relevant to their needs, and … Continue reading →
mcgrawmarketing's insight:

Very good post that focuses on very real, practical issues.  We sometimes get so caught up in the campaign at large that we forget to focus on the campaign at the audience level...specifically at the segment/persona level.  And that creates content, messages and offers that are more relevant and valuable to some...and way off base for others.

 

Do you have a process in place that helps you stay focused on the segments/personas rather than the audience at the 60,000 foot level?

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How to bait your signup 'hooks' to reel in more newsletter subscribers - The Best of Email

How to bait your signup 'hooks' to reel in more newsletter subscribers - The Best of Email | marketing tips | Scoop.it

"How to bait your signup hooks to reel in more newsletter subscribers.  So how do you convince people to subscribe to YOUR newsletter bearing in mind that they are probably predisposed to be super-selective?"

mcgrawmarketing's insight:

Not a fan of the headline - the fishing analogy is rubbing me the wrong way for some reason - but the content is priceless.  Too often the offer to subscribe to the newsletter is rather generic and lacks benefits for the reader/subscriber.  This post gives you 11 examples of how to put forth a strong, relevant and compelling offer to subscribe.

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How-To: Early-Stage Startup Marketing

How-To: Early-Stage Startup Marketing | marketing tips | Scoop.it
We at Everhour share startup marketing tips and tricks together with the first-hand experience on different promotion tactics.
mcgrawmarketing's insight:

Note from Pat: Well worth the read - make the time.  This article addresses practical ways to attract an audience during the start up phase.  (And I was surprised to see advertising in there so soon...might have focused a little on outbound telemarketing and direct mail aimed at the ideal business prospect that can be identified with a little research.)

 

What do you think about the proposed approach?  Would you change anything?

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The awful truth about content marketing - bly.com blog - bly.com direct marketing blog

The awful truth about content marketing - bly.com blog - bly.com direct marketing blog | marketing tips | Scoop.it

"Is content marketing – the marketing methodology that entails disseminating free special reports, white papers, e-books, blog posts, and other useful content to potential customers – overrated?

Sales expert Robert Minskoff seems to think so.

 

“Go ahead and blog, tweet, and post,” says Minskoff. “But be very aware that there is still a large segment of the buying population that places very little importance on that type of content."

mcgrawmarketing's insight:

Content marketing is not new.  It's been around since the beginning of time...well, beginning of marketing.  And it is part of the mix...not the entire enchilada. 

 

People buy from people.  Few, if any, are going to make a major purchase without some human interaction because we want to meet, get to know, see if we trust the people that are going to be providing the solution.

 

How are you using sales, a function of marketing, along with your content marketing efforts to drive sales?

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5 CRM Worst Practices + 1

5 CRM Worst Practices + 1 | marketing tips | Scoop.it
Customer relationship management (CRM) software is lauded in the marketplace as the next best thing in sales and marketing intelligence solutions.

Via Alama
mcgrawmarketing's insight:

Technology is not a miracle cure...having seen numerous installations of CRM and marketing automation fall short of projected goals over years.  The reasons vary, and this article hits on the most common, seem to be a lack of effective processes in existence prior to selecting the technology - because the mistaken belief is that the technology will create more effective processes.

 

What's your experience been?  Any key take-aways you would like to share?

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A Simple Plan for Measuring the Marketing Effectiveness of Content

A Simple Plan for Measuring the Marketing Effectiveness of Content | marketing tips | Scoop.it
How can you know if your content is adequately supporting your marketing and business goals? In this seventh post of our Back to Basics series, we outline a simple plan you can use for tracking and...
mcgrawmarketing's insight:

A very good article to use as a starting off point for internal discussions concerning your content marketing strategy.

 

That said, I would suggest that the table shown with examples for KPIs has a row for Brand Awareness that doesn't work for me.  Just because traffic is up and downloads are up and social chatter is up doesn't mean Brand Awareness is up or positive, which is rather important.

 

Personally, I would still use brand awareness research and ask questions about the role of content in the scheme of things.  Yes I am aware.  My perception is that your firm is about X.  I developed that awareness and perception by reading your content or friends and family or colleagues or other things.

 

I also struggle with the KPIs for retention.  It's good that your customers use your content but what impact does it have on retention versus product quality, perceived value of product/price, experience etc.

 

What do you think? How might you use content marketing to improve  retention - and how do you prove it worked?

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How to Create a Culture for Social Business – 5 Tips from Dell's @cbensen #MNSummit

How to Create a Culture for Social Business – 5 Tips from Dell's @cbensen #MNSummit | marketing tips | Scoop.it
Learn how to scale social media marketing success by creating a culture for social business - tips from Connie Bensen at MNSearch Summit 2014.
mcgrawmarketing's insight:

Put the customer at the center of your content.

Train and empower your staff.

Clarify roles

Focus on results

Encourage collaboration

 

When you look at that list, you should be thinking "No shit" but for many, you're thinking "Yeah, we need to do that".

 

What do your audience segments want to hear at each stage of their buying process, via what media channels?  What 's the best way to deliver/present that information?

 

Train, empower, oversee, evaluate, train some more.  And make sure everyone understands that there is a time requirement for being social...because micro-managing managers are going to push back about "my staff is doing your job".  This is everyone's job and it is a priority.

 

Clarify roles so people know what they should and shouldn't be doing...pretty simple thing to avoid chaos.

 

Focus on results - specifically relevant results.  Move beyond "Likes" and "Retweets".  The company's goals are to increase revenue so how are you making that happen.  The company's goals are to decrease expenses so how are you making that happen?

 

What do you think?  Helpful ideas?

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62% of U.S. Buyers: Social Media Doesn’t Work

62% of U.S. Buyers: Social Media Doesn’t Work | marketing tips | Scoop.it
Social media marketing doesn't influence consumers to buy in IRL. Influence results from "in-real-life" experiences, with consumers liking brands on social media as a result, finds Gallup in research announced on June 23. Social media has "no influence at all" on their purchasing decisions, 62 percent of respondents to the "2014 State of the American Consumer" tell Gallup. At the same time, many of those consumers say they seek advice from friends and family before making a purchase and 94 percent of respondents say they use social media to connect with friends and family.
mcgrawmarketing's insight:

So what is this telling us? What's the take away?   Could it be that "social" isn't all that "social"?

 

Or is it, as the author writes ""Social media entail just a fragment of a consumer's experience with a company. Customers are much more likely to be active listeners and participants in a brand's social media community when they have already made an emotional connection with that brand through other experiences."


Keep it real.  Keep it personal.  Keep it at the human level - because automating a relationship...hiding behind the technology is just another wall between you and your audience.

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Growth Hacking Is Bull

Growth Hacking Is Bull | marketing tips | Scoop.it
Doing SEO, SEM or social media marketing isn’t “growth hacking.” It’s just marketing. Problem is some marketers & start-ups don’t get that. — Danny Sullivan (@dannysullivan) January 4, 2014 The phrase “growth hacking” upsets me more than I should let it. Why? Because it takes me back to 2007, when I was about to graduate […]
mcgrawmarketing's insight:

This article has been around a while...and the focus of the article is on yet another new term for old/existing things...another new term to make someone without proper experience seem unique and valuable to the buyer (business owner) that really doesn't know what they are buying.  ("We need leads so our sales guy can sell more - let's get a marketer!", said the owner.  "You don't need someone buying ads, you need a growth hacker," said the unemployed online marketer.)

 

You know where your audience is.  You know what your audience needs.  You offer them a unique, valuable solution.  And you extend that offer by taking it to them - by going to where they are with the information and offer they need in order to take the next step and eventually buy from you.  

 

Growth hacking?  Marketing?  Tomato? 

 

Again, time wasted on terms - let's just focus on how to be more effective at attracting, converting, retaining, referring...

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Why Your Marketing Data Analysis May Be Unreliable

Why Your Marketing Data Analysis May Be Unreliable | marketing tips | Scoop.it
Scenario: A man gets only two hours of sleep before hopping in his car to drive to work. On the way to the office, he rear-ends a car at a red light. The crash occurred because the man was tired – …
mcgrawmarketing's insight:

The opening scenario laid out in this short, concise post is, IMHO, priceless and all too common.  Sometimes data raises more questions than it answers...and you need to keep asking "Why?" so you can identify data you need moving forward.  It can be annoying to some because it means the work is never done, never checked off your list...that the questions aren't answered as quickly as you might expect...that there is more to situation than one imagined.

 

That's why it's called work.

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Six “Killer” Tips to Bring Your Outbound Marketing Back to Life

Six “Killer” Tips to Bring Your Outbound Marketing Back to Life | marketing tips | Scoop.it
It is guest post day here at Duct Tape Marketing and today’s guest is from Gal Borenstein – Enjoy!  Is outbound marketing finally dead? Conventional wisdom says yes. After all, how many of us look forward to getting spam emails from businesses we don’t know or open an envelope with an invitation to a “free” eventContinue Reading
mcgrawmarketing's insight:

Wish we could get past the terms (inbound, outbound, digital, etc) and focus on MARKETING...but that's another day.

 

For this post, some basic reminders we all need to keep in mind - especially #6.

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The Great Unwatched

The Great Unwatched | marketing tips | Scoop.it
Online video ads were supposed to be a marketer’s dream. Instead, many become lost in an unruly maze.
mcgrawmarketing's insight:

An interesting article with a great many valuable ideas...but for me, after reading this quote, I had to wonder if the approach is appropriate.

 

I happen to be one of those people that stares at the countdown so I can click "Skip Ad" because I wanted to see the video, not your commercial.  Do you watch the ads?  Or are you like me - counting down to the 'Skip Ad' button to appear?

 

“We’re increasing our spend online every year,” said Scott Hudler, a vice president for Dunkin’ Donuts. “To keep our brand relevant, we have to engage our consumers where they are.”


Do we have to engage our consumers where they are - or do we have to engage our consumers where they want to be engaged? 


On my last several projects, I am seeing more audiences express strong desires to be left alone at certain online hangouts.  As one respondent stated "Facebook is time for me to spend with family and friends...I don't want to deal with business related purchasing decisions on Facebook."


What are your thoughts?  Do we need to be everywhere our audience is - or do we need to be everywhere where our audience wants to engage with us?

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Effective AdWords Remarketing Tactics for The Advanced Advertiser - Search Engine Journal

Effective AdWords Remarketing Tactics for The Advanced Advertiser - Search Engine Journal | marketing tips | Scoop.it
Don't miss the opportunity to re-engage prospects. Follow these advanced Remarketing techniques by Andrew Lolk to succeed in AdWords.
mcgrawmarketing's insight:

Still not a fan of most approaches to remarketing since it's more like stalking and beating you into submission...but this is a very good overview of what your options are and what's involved so you can be aware, informed and make your own decision.

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Have Marketers Outgrown Multichannel

Have Marketers Outgrown Multichannel | marketing tips | Scoop.it
For some marketers, omnichannel marketing has become the expression of choice.
mcgrawmarketing's insight:

“It's all just jargon,” says Kevin Burke, CEO and founder of e-commerce platform MarketLive. “Omni, multi, cross; they're all completely the same thing. There should be no controversy here.”


Marketers just need to stop doing this to ourselves...we are supposed to be able to clearly, effectively communicate and, instead, we are creating new terms for accepted terms and confusing the hell out of our colleagues in the C-suite.

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Direct Response Is Still an Effective Way to Build Brands

Direct Response Is Still an Effective Way to Build Brands | marketing tips | Scoop.it
Longform directresponse advertising boasts something marketers covet sales effectiveness
mcgrawmarketing's insight:

A great case for infomercials...and an even greater case made for not believing everything we read on the Interweb.  All too often, I encounter people that have read an article or two about a topic and they think they have it mastered.  (After all, if you can get someone to confirm what one other person said/wrote, it must be true!)

 

Direct marketing works.  Direct response TV works.  Print ads work.  

 

I could go on and on...but the point is these are channels that help you deliver your message and offer to your audience.  Some are more effective than others.  Some are more effective because of the others (a lift when multiple channels are used together).  Some, however are less effective than others...so when you read those articles, remember what you read but don't immediately accept it as fact.

 

Caveat emptor.

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Facts Tell, Stories Sell – The Importance of Story Before Marketing

Facts Tell, Stories Sell – The Importance of Story Before Marketing | marketing tips | Scoop.it
Recently my sister in-law, Melanie, shared with me the success of her initial ventures into a new business selling a collection of handmade dolls, stuffed
mcgrawmarketing's insight:

When I was younger, Lands' End catalogs had great stories in them that told you all about how the product was made, by whom etc.  At the end, you weren't buying any sweater, you were buying a bit of history from someone that you admired.

 

It's easy to focus on the the facts, it's difficult to present them in a way that is unique, relevant, motivational...

 

But you should try to be unique, relevant and motivational.  Tell a story but please, I beg, don't make it into a story like my Uncle Bob tells.  You know, the one that goes on and on and on...only to end with you asking "So what's the point?"

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now-what-was-it-you-wanted-to-sell-me1.jpeg (885x1024 pixels)

now-what-was-it-you-wanted-to-sell-me1.jpeg (885x1024 pixels) | marketing tips | Scoop.it
mcgrawmarketing's insight:

One of my all time favorite ads..if you know your audience...

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