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7 Lessons To Help You Produce Content That Converts

7 Lessons To Help You Produce Content That Converts | Marketing Automation | Scoop.it

According to Gartner, content marketing is among the Top 5 trends in the space of digital marketing in 2015. The ability to “build a content marketing supply chain and determine how to create, curate and cultivate content” is critical. The importance of the rise of big content means that “content is the most important thing that marketers do”. It is obvious that every content marketer aspires to consistently publish “content that converts”. 


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Landing Pages for Content Marketing [Infographic]

A quick reference to making the most of your content with landing pages. The infographic showcases nine unique tactics for capitalizing on blogs, white papers,

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Denis Failly's curator insight, October 9, 2013 8:45 AM

Various concept of landing pages with their objective

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How to Play Matchmaker With Your PPC Ads and Landing Pages - Unbounce | #TheMarketingAutomationAlert

How to Play Matchmaker With Your PPC Ads and Landing Pages - Unbounce | #TheMarketingAutomationAlert | Marketing Automation | Scoop.it
Pay-Per-Click marketing is like online dating: it’s all about making a match, baby! Learn how to play matchmaker with your PPC Ads and landing pages.

 

Key excerpt...

 

In order to push your site’s visitors all the way through your conversion funnel, you have to maintain relevancy throughout their entire experience:

This starts with the query they type into the search engine. Your ad must match their query or they won’t click on itNext, the offer and value proposition on your landing page has to coincide with the intent of their search query and the promise you made in the ad. If not, they’ll bounceFinally, the rest of the pages in your conversion funnel have to reinforce the same message at every step along the way. If not, they’ll abandon the funnel
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marketingIO's curator insight, July 19, 2013 10:12 AM

The point: ensure message and offer continuity throughout the process!


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25 Elements to Test on Your Landing Pages - OMI

25 Elements to Test on Your Landing Pages - OMI | Marketing Automation | Scoop.it
Increase your landing page conversions by testing these 25 elements, including headlines, design, calls-to-action and more.

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marketingIO's curator insight, July 8, 2013 7:35 AM

I wouldn't call this elements to test as there are handful of elements that are not testable. Rather, see this as a checklist of sorts as you continue to fine tune your landing pages for the greatest return.


  • See the article at www.onlinemarketinginstitute.org
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[How To] Create Landing Pages that Convert & Rank Well in Search - Unbounce

[How To] Create Landing Pages that Convert & Rank Well in Search - Unbounce | Marketing Automation | Scoop.it
In order for people to convert on your landing page, they have to arrive at your page first. Here's how to create landing pages that convert & rank well.

 

Digest...

 

This post will show you how to develop a landing page that gets conversions, while ranking well at the same time. The result of a finely tuned landing page and improved search rankings is straight up awesome — more conversions than you ever thought was possible.

 

1. Use Collapsing Divs

There is a way to add more great content to a web page, yet still create a clean path to your conversion element. Adding content gives you an SEO edge, yet you’re still capable of driving conversions without too much text real estate blocking the way. The secret sauce is collapsing divs.

 

2. Make People Want to Link to Your Page

Top-ranked sites are those that are eminently linkable. If you get tons of links to your site, rankings will launch sky high. It’s not essential to launch an entire link building campaign although that might not be a bad idea. The key instead is to turn your landing page into a valuable resource — a “linkable asset.”

 

3. Integrate Social Media

Closely related to the point above is the social value of your site. Just as your site is to be a linkable asset, it should also be shareable.


Via marketingIO
Julian Poulter's insight:

Whilst I think unbounce is great, I think an approach like LAMP-360.com where the LP is just part of the overall process from generating demand with the conent,  tracking and closing the lead, is the way to go.....

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marketingIO's curator insight, April 25, 2013 10:04 AM

Great guidance, and something we should all jump on immediately. You need to read the details, so please click through (especially the sample code for the collapsing divs).


  • See the article at unbounce.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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Landing Page Mistakes: Stop Confusing Visitors - Business 2 Community

Landing Page Mistakes: Stop Confusing Visitors - Business 2 Community | Marketing Automation | Scoop.it
Landing Page Mistakes: Stop Confusing Visitors
Business 2 Community
Online marketing is a tough business, don't you agree? You have swarms of other marketers trying to steal your prospects (and your current customers, in some cases) away from you.
Julian Poulter's insight:

Landing pages are a small but important prt off the lead generation process. They need to be fully iuntergarted with your crm, web site, analytics and marketign autoamtion tools. In reality, to make this an easy process this needs to be in one integrated tool that manages the whole process. 

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Social Media and Predictions | Social Media Today

Social Media and Predictions | Social Media Today | Marketing Automation | Scoop.it
With new social networking platforms appearing from behind every corner, it can be hard to know exactly where to commit your time and resources as the new year approaches.

Via Eric_Determined / Eric Silverstein
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Eric_Determined / Eric Silverstein's curator insight, October 11, 2013 3:41 AM

Share your thoughts on the trends listed.


"It's the world of a mobile social customer and your social media strategy must adapt."



Sara Lamothe's curator insight, October 13, 2013 12:45 PM

add your insight...

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#UX - The strength of a #brand #loyalty begins with how your product makes people feel

#UX - The strength of a #brand #loyalty begins with how your product makes people feel | Marketing Automation | Scoop.it
Jay Samit, chairman of Realty Mogul: In the digital age, user experience is arguably the most important face of your brand.  Very few of your customers will ever meet the dedicated members of your team that engineered and created your product, but all will interact with your UX.  The strength of brand loyalty begins with how your product makes people feel...

Via Eric_Determined / Eric Silverstein
Julian Poulter's insight:

my comment

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Roland Alston's curator insight, February 18, 2014 8:26 AM

Good read on how and why the strength of brand loyalty begins with how your product makes people feel. Take five and check it out...

SmartMPM.com Marketing Measured.'s comment, February 18, 2014 10:24 AM
Where did that image come from? I didn't see it on the article. I'd love to see a larger version of it.
Eric_Determined / Eric Silverstein's comment, February 18, 2014 10:28 AM
Hi, the Source of image: helloerik.com/ux-is-not-ui
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Disrupting the Status Quo with Marketing Automation - KnowledgeTree

Disrupting the Status Quo with Marketing Automation - KnowledgeTree | Marketing Automation | Scoop.it
More businesses are taking the plunge into marketing automation tools, and the hunt is on for information about the solutions and what's driving the market. Technology analyst firm Gleanster published an in-depth 43-page ...
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4 Questions to Ask When Evaluating Your Marketing Automation Readiness - Silverpop

4 Questions to Ask When Evaluating Your Marketing Automation Readiness - Silverpop | Marketing Automation | Scoop.it

Summarized...

 

Here are four simple questions that will help you evaluate your practices and readiness for marketing automation, and ultimately pave the way for success.

1) Are you prepared to automate?
At the end of the day, marketing automation solutions are only tools. Purchasing and implementing an automation solution — even the best one available — will only provide value if other parts fall into in place.

2) How effectively are your marketing and sales groups aligned?
SiriusDecisions estimates that prospects only connect with sales when they’ve made it through 60 percent to 70 percent of their buying cycle. This means that both your demand generation and sales teams must clearly understand buyer paths leading to engagement and be fully synchronized around common definitions of an MQL, SAL, and so on. Together, they can act fast to take advantage of those critical moments when buyers are finally ready to connect.

3) Can you generate enough content?
Marketing automation is a beast that feeds on content, functioning best when it has enough content to lead customers through the sales funnel. Companies that don’t have a “content factory” are sometimes hesitant to move forward with marketing automation, but they shouldn’t be, because there are many ways to repurpose existing content to nourish the system.

4) Do you have the bandwidth for ongoing improvements?
Successful companies continually invest in improving their marketing automation — tweaking and optimizing campaigns to get the best results. Your marketing automation solution will provide insight into prospect behavior and automate lead nurturing, but there’s a manual component. Before you can achieve bottom-line results, be ready to invest in ongoing optimizations, process fine-tuning and content repackaging.

 


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Johnny Li's curator insight, May 9, 2013 6:11 PM

Our marketers come up with marketing communication strategies differently due to the different situations and budgets of different business. A advertising campaign with a big won't necessarily be more appealing than the smaller one. This article illustrate how to evaluate the effectiveness of a markting automation. The author points out a few key points like the sales group has to be in tune with the marketing strategy and the marketing has to be able generate enough content.

Johnny Li's curator insight, May 9, 2013 6:42 PM

Our marketers usually have different approaches to marketing communication stragety due to the different situations and budgets for different companies. However the bigger budgets does not necessarily mean  bigger output. Therefore, the evaluation for marketing communication is crucial. The article illustrate different evaluation method for marketers to think about. The author points out a few key points such as the sales team must be in tune with the marketing strategy and the marketing has to be able to generate enough content.

 

Manyang Manyang's comment, May 9, 2013 8:51 PM
Marketers tend to use media channels depending on their budget capacity. This can force some marketers to use cheaper media channels to advertise their stuff to consumers in order to save up money. Usually cheaper media channels are not very effective in term of their coverage and ads won't last longer.
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Why You Need Marketing Automation Software - crmsearch

Here’s how marketing automation software can deliver more and better leads to the sales force and show impressive marketing ROI.

 

Key excerpt...

 

From a lead gen perspective, marketing is charged to bring segmentation, highly tested messaging, relevant and personalized content, and scale to demand generation campaigns in order to acquire the volume and quality of leads needed to achieve revenue objectives. But this is a tall order, and when the leads buying intent is unknown or sales harps for more leads, marketers too often throw all the leads over the fence which in turn incurs several ramifications.

Good leads fall between the cracks when marketers also include unqualified leads in their lead distributions to sales. It’s an age old problem that both sacrifices the goods leads and grows the cultural divide between sales and marketing.Sales productivity falls when sales people become lead qualifiers rather than lead verifiers. Sales productivity falls even further if sales people are forced to become their own marketing shops.The cost per lead rises dramatically when sales people acquire their own leads one at a time, as opposed to marketing applying repeatable processes and scale to acquire leads in bulk.Leads acquired outside of marketing don’t benefit from nurture campaigns and other marketing programs, and have a much higher propensity to languish and be lost.
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marketingIO's curator insight, April 12, 2013 7:10 AM

Easy article for those thinking about marketing automation. Provides a simple case to defend the adoption of a MAP.


  • See the article at www.crmsearch.com
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Christian Burris's curator insight, April 26, 2014 10:03 AM

Great article on Marketing automation software.  There is a reason why so many companies both big and small are making the investment to implement marketing automation software.  It really can make a huge difference in your business.

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Why marketing automation fails: the role of vendors and content - Content Marketing Experience

Why marketing automation fails: the role of vendors and content - Content Marketing Experience | Marketing Automation | Scoop.it
To succeed in demand generation, conversion & customer relationships you need a solid content marketing approach or your marketing automation will fail.

 

Key excerpt...

 

Although some vendors like to invent new terms to describe their solutions, marketing automation is what it is: a mix of technology and tactics to have a single view on customers and prospects and to be where customers are at any given time in their lifecycle with clear goals in a customer-centric and – somewhat – automated manner. Pre-purchase, during the buy and after it.

 

And what’s the key? Relevant content: in the end marketing automating is also about providing the right content/information/offers at the right time across the right channels to the right audiences for the right platforms and reasons in a tailored/segmented/personalized way.

Although some vendors like to invent new terms to describe their solutions, marketing automation is what it is: a mix of technology and tactics to have a single view on customers and prospects and to be where customers are at any given time in their lifecycle with clear goals in a customer-centric and – somewhat – automated manner. Pre-purchase, during the buy and after it.

And what’s the key? Relevant content: in the end marketing automating is also about providing the right content/information/offers at the right time across the right channels to the right audiences for the right platforms and reasons in a tailored/segmented/personalized way.

- See more at: http://www.contentmarketingexperience.com/2013/why-marketing-automation-fails-vendors-and-content/#sthash.qa7kKzlU.dpuf

Although some vendors like to invent new terms to describe their solutions, marketing automation is what it is: a mix of technology and tactics to have a single view on customers and prospects and to be where customers are at any given time in their lifecycle with clear goals in a customer-centric and – somewhat – automated manner. Pre-purchase, during the buy and after it.

And what’s the key? Relevant content: in the end marketing automating is also about providing the right content/information/offers at the right time across the right channels to the right audiences for the right platforms and reasons in a tailored/segmented/personalized way.

- See more at: http://www.contentmarketingexperience.com/2013/why-marketing-automation-fails-vendors-and-content/#sthash.qa7kKzlU.dpuf
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marketingIO's curator insight, March 27, 2013 5:21 PM

Broadly speaking, the difference between MA platforms is really not that great. Does one have features not incorporated by another? Sure, but the basics are the same. The real difference: your content. As we have often said: content is the fuel to your marketing automation engine.


  • See the article at www.contentmarketingexperience.com
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
Thorsten Strauss's curator insight, September 11, 2013 11:11 AM

The key is your content !

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13 Questions Ahead of Marketing Automation | Lead Views - a B2B Lead Generation Blog

13 Questions Ahead of Marketing Automation | Lead Views - a B2B Lead Generation Blog | Marketing Automation | Scoop.it

"There are plenty of whitepapers and decks on the merits of the amazing powers of marketing automation. But this complex product is not everyone’s cup of tea."

 

Summarized...

 

What are your short-term goals from marketing automation?What are your long-term goals?Do you want detailed metrics and reports on your campaigns, channels and the marketing program?Do you want to use one single solution to handle diverse activities such as email and website analytics instead of multiple tools and solutions?Do you wish to heighten sales and marketing integration?Who will be your users? While demand generation managers, sales and inside sales will be your primary users, even your senior management may want to look at the dashboard. Your SEO and social media folks could use some of the functions.Is your website conversion ready? Do you have significant amount of website traffic?Do you have lists for your campaigns?Do you have plenty of content assets to run lead nurturing campaigns?Have sales & marketing agreed on what makes a lead and a qualified lead?What is marketing’s service level agreement with sales?What processes do you want to automate with this platform?What efficiencies will you derive from automating these processes?
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marketingIO's curator insight, March 21, 2013 7:56 AM

This post gets to the crux of the matter with regards to if and why you may need marketing automation. Answer these questions correctly, and you'll find yourself in a much better situation around MA evaluation and selection.


  • See the article at www.leadformix.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.