OnMarketing: Marketing Tips for Growth

The pandemic has changed the way people think about careers and work. Many companies are listening and are putting in place changes to adapt to the different priorities their employees now have and expect. Others are turning a deaf ear. It will be interesting to see if this work culture change is going to continue or quietly go away.

Marketing needs to understand the cost of acquiring a new client, the lifetime value of a client in terms of revenue and client expansion, and the churn rate. Then build a budget off of those numbers and targets. It will be more meaningful and realistic to assist the bottom line.

Do you sound stuffy when you write? Is that how you speak? Your writing style should match the way you speak - short sentences and using simple, clear language. 

Great study that follows men and women from HBS and finds that they start out with similar career and life goals, but end up in different places. It is time to have real discussions on why this happens.

Is your marketing effective and showing ROI? Take a look at how you are going about it. Your marketing strategy is a plan for how you’ll reach a target audience and engage them to achieve your business goal. The marketing tactics are the activities you use to execute your strategy.

Calculating Share-of-Voice for your digital marketing strategy and segmenting it based on data analytics allows you to get a look at the current share for your company and the market in general.

Then, based on the insights you discover you are able to shift your services support and marketing decisions, tracking them based on the SOV over time for improvement.

In this article, I take a closer look at four major types of marketing leaders and the characteristics they have. Find what type will work best for your company and will assist you for the future.

Writing effective communications is not as easy as it seems. There are many checklists available, and my favorite is if your piece considers the Outsider, the Insider and the Detective perspectives. 

How do marketers help you find what you are looking for on the internet? We bring awareness, help you consider your choices and make a decision using Inbound Marketing.

B2B firms who use video grow revenue 49% faster than non-video users. #videomarketing #roi #casestudies

Everyone has a podcast! This is the best session that explains how to start and grow an audience, and how to really get to be big in your category.

Content marketing is critical to B2B companies, but most don't know how to calculate the ROI. Many firms talk too much about themselves in their content. If you want to be seen as an authority in your area, write more about the trends in your industry and you will attract more unbranded search traffic as well.

Are you sure you are measuring your content marketing correctly? It is never too late to review your measurement tools and improve for better results.

Are you confused about how AI can help your marketing, especially in B2B? Don't be. It is a powerful tool that will help you achieve better results and boost your business's ROI. 

Content marketing without a strategy is just begging for failure. And yet, even with a strategy, it can fail when we aren't aware of some of the key pitfalls, such as focusing on the wrong metrics.

Marketing is so exciting due to the fact that is constantly evolves.  What’s now considered a basic marketing skill is changed from what it was ten years ago. You need to stay sharp on your skills so you aren't left behind. Plus, the basics are what build your foundation as a successful marketer. If they start to crumble, the rest of your skill set will go right along with it.

Effective implementation of social media analytics greatly helps  to measure and understand the metrics of your visitors, their behavior, ROI, new vs returning visitors, sentiments, etc.

Understanding of the importance of marketing has certainly progressed in the B2B sector over the past five years as technology tools have increased the ability to showcase return on investment and the client journey.

Marketers can use analytics to gain a better understanding of their target audience and optimize the sales funnel - increasing both their conversion rates and ROI.

Get Uncomfortable, With Innovation Comes Risk: Professional Service firms are always wanting something "fresh" and "innovative" to differentiate them from the competition. And yet, when marketing provides ideas to executives, often we receive pushback because it is new and new is uncomfortable. 

Video isn't just to attract people to your website. 79% of people say a brand’s video convinced them to make a purchase. #videomarketing #casestudies #testimonials #webinars