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There are loads of digital marketing tools and tactics out there – some that are bright and flashy, others that are the “new shiny object” that quickly lose their luster, and yet others that continue to prove their value by contributing actual revenue to the company’s bottom line.
So which ones should you ditch and which should you make sure are an integral part of your marketing plan? While digital marketing can be exciting and we can all get caught up in fads, the most important question to be asking yourself is, “Am I reaching my target audience?”
After all, if you miss your mark, you may be the proud owner of some fun digital marketing software but you may end up watching your prospects and customers head to the competition. Let’s take a look at some of the best digital marketing strategies that are producing results....
All customers are not created equal. Sure, you might like some more than others, but that doesn't mean they're your best clients. Sales comes down to revenue and ROI -- so how can sales leaders objectively determine which customers are most valuable?
Through a customer lifetime value (CLV) analysis. But calculating CLV isn't a cake walk -- inaccurate data, confusing metrics, and inadequate technology can all block the path. But the organizations that do figure out a customer's net costs and revenues over their engagement see the benefit: Three-quarters of senior executives in North America categorize CLV as a highly or extremely valuable indicator.
This infographic from Aria provides a CLV primer, explaining the concept, covering how retention and satisfaction play into customer value, and suggesting ways to bump up your average client's CLV. You'll find that playing favorites based on net revenue versus rapport is a lot more profitable.
Defining Strategy Ahead of Time can Save You A Lot of Time in the Future
Any solid startup strategy will include a plan for customer acquisition and systems which are built to scale. Success will make team growth inevitable, but it can be devastatingly difficult to rebuild a system that’s reached critical mass.
However, entrepreneur and venture capitalist David Skok has found that the success of your company relies on two factors, regardless of any external forces: - Finding a scalable way to acquire customers - Monetizing customers at a higher rate than your cost of customer acquisition.
A successful content marketing plan can seamlessly scale with other projects, but it will be much more difficult to gain traction online in the first place if you delay getting started....
When STOCK Restaurant opened in early 2012, they set up basic Facebook and Twitter profiles looking to establish a strong online presence. But with no clear social strategy or framework to analyze the success of their social efforts, STOCK’s social media presence had minimal activity and growth.
STOCK wanted to drive new customers through the doors of their brand new restaurant and recognized they needed help in building a strong and effective social presence. They turned to Tent Social for their expertise on social media and marketing....
... Marcus Sheridan’s pool company was hit hard by the recession in 2008. He and his business partners discovered that in order to save their business, they had to get creative — fast. They decided to try blogging, and they started writing content for their site by simply answering their customers’ questions through their blog posts. ] Today, his pool company website gets more traffic than any other pool company site in the world. River Pools is thriving, and Marcus has now expanded his business to include providing social media coaching for other businesses....
There are several people asking the same question: “How Long Does It Take for Content Marketing to Work?” In today’s video, Arnie Kuenn answers the question in several ways... ...What’s it really going to take to get that payoff? Well, this slide here shows you that both business-to-business and business-to-consumer companies with 100 to 200 pages will generate 2.5 times as many leads compared to those who have 50 pages or fewer. It gives you an idea of where you are with your website. If you’re far exceeding that, you have thousands of pages, well then you’re in a different league. But basically for small businesses, this is the target you want to have. Companies that blog more than 15 times per month, we used to tell our clients that they really need to be looking at trying to blog or post new content on their website 3 to 4 times a week. This pretty much right there, 15 times a month for some new content. If you do that, you’re looking at generating five times as much traffic to your website compared to people who aren’t blogging or aren’t generating any kind of new content at all. That’s significant. That’s five times as much traffic....
Why is a headline great? What content is viewed most? The Scoop.it Cool Content Curation Report answers these questions to improve your content marketing. Scoop.it’s analytics are excellent though manual (unless I missed the export to Excel option, which is very possible). After a little over a year of Scooping content, I wanted to answer three questions: What type of content generated the most views? What keyword triggers formed the most successful headlines? What is the value of cherished Internet marketing notions?
* The move to a more visual web as expressed in a sea of infographics.
* Have we reached a point of diminishing returns on infographics?
* Is storytelling as hot as it seems?
* What about Social, Local and Mobile: Are they as hot as they seem?...
Spredfast, a social business software provider for corporate social media management, released the first Social Engagement Index Benchmark Report to highlight key social media trends across the brand and to help companies assess the success of their social media programs against their peers. With data from 154 companies the report gives quantitative insights into the structure, configuration, and social activities. Companies of all sizes are active on social channels and are at different stages in the development of more sophisticated social programs. Spredfast categorized the 154 companies into three distinct segments with similar levels of internal and external engagement: Activating, Expanding, and Proliferating. First conclusion? A brand’s level of social engagement is more influenced by its commitment to social business than its size. The report is full of data and nice insights. So take the time to read it, but here are the key trends across the industry:... [Agreed. This is a must-read benchmark study of how large companies are using social media - JD]
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Executives want to know a marketing strategy’s expected ROI before they commit money and resources to it. But content is a different animal than other marketing initiatives. It doesn’t produce impressive short-term results; it bolsters long-term profits. Once a content marketing strategy proves its worth, executives feel more confident investing in it. The challenge is convincing them to take the initial plunge.
Here are six selling points you can use to persuade your company leaders that content marketing will go the distance for your brand
Measurement matters now more than ever.Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but marketers are largely dropping the ball when it comes to monitoring, reporting, and improving performance.Adobe’s Digital Distress study, which surveyed more than 1,000 marketers, found 76 percent of marketers believe measurement is important, though only 29 percent believe they are doing it well. ...
How does one measure if their content marketing efforts are paying off?
According to this infographic from Brandpoint, there are three major areas one can use to measure content marketing success.
These are: Awareness, Consideration, and Conversion....
This is not a blog post about writing. This is a blog post about creation. Creating content that actually matters. If you’re writing to increase conversion rates, then, yes, SEO matters. Proper grammar matters. Page layout matters. Verbal flourish might matter. But those are all details – aspects of content writing that come only after you’ve answered the more fundamental questions. Whether you’re developing a content strategy for the first time or you’ve been writing to increase those conversion rates for years, it’s time to touch on some fundamentals. Before whipping up that next blog post, ask yourself these seven questions, and start creating content that actually impacts your audience!...
Great tips and case studies on how content can impact SEO and generate website traffic... ..coming up with great ideas that cut through the noise and stand out can be the hardest part of our jobs. As everyone else steps up their content marketing efforts, how do you come up with ideas that captivate the masses? If you’re going to invest large chunks of your budgets on creating share‐worthy content, then it’s natural to want to get the maximum mileage from each one. Here are three great broad categories to use for your next brainstorming session. Remember, think of the core idea first and then decide upon the medium. Would it work best as a video, an in‐depth report, an interactive piece, a blog post, an infographic or something else? Channeling the idea through the right medium that your target audience is most likely to consume the information in will help you set yourself up for maximum success....
Our friends over at MarketingProfs and the Content Marketing Institute recently released The State of B2B Content Marketing in North America. It’s a fascinating report revealing insights into how B2B marketers are using content marketing techniques and the biggest challenges they face. The results reveal that B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in the past. Another standout from the survey found that 90% of respondents are doing some form of content marketing, but are not necessarily doing it correctly. The following infographic provides a visual interpretation of the most revealing stats from the report. It clearly shows us thatcontent marketing is not a fad and will continue to be a driving force for marketers, while at the same time indicating that the majority are still struggling to find a process that works for them and are having trouble garnering buy in from the C-suites....
When Coca-Cola’s ad agencies ran out of ideas for a marketing brief, the company decided to turn to an online community to crowdsource some ideas. By using co-creation Coca-Cola was able to generate thousands of new ideas from a global community of creative individuals, giving it a huge amount of content to inspire future marketing activities. And the drinks brand isn’t the only major business using co-creation. BMW has a minisite that allows people to contribute to its current projects. So to find out more about why Coca-Cola moved away from the traditional agency model and its on-going work with co-creation community eYeka, I spoke to the Asia Pacific regional director for sparkling and activation platforms Leonardo O’Grady... [A good crowdsourcing exercise that led to valuable content ~ Jeff]
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Here's use a useful comparison of digital marketing channels and which are getting results.