Categories ArchivesMarketing Strategies

Make Your Email Signature Part of Your Marketing Strategy image

Email Signatures

Don’t miss out on an important marketing tool…..your email signature. Yes, this often underrated feature included in every email is a powerful vehicle for establishing your corporate identity and company brand to a range of diverse stakeholders. To get a handle on why email signatures are imperative to good business communication, let’s consider the following statistics. According to Radicati Group’s 2017 Study, just over 3.7 billion email users send 269 billion emails each day worldwide. That marks continued growth from 2015 numbers that had about 205 billion emails being sent daily. The Study also forecasts an annual growth rate of 4.4 percent over the next four years, estimating that by the end of 2021 a little over 4 billion email ...

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How Marketing Can Ensure Sales Success image

marketing ensure sales success

Companies with strong sales and marketing alignment grow revenue at a 64% greater rate than those a little more fractured. It shouldn’t come as a surprise. In order for a company to be truly successful, you’ll want everyone – from HR to IT to Marketing – to be on the same page. If each department has separate goals, how can they work cohesively towards the company’s vision together? Marketing and Sales, in particular, rely on each other heavily. Marketing’s communications lure the customer in, and Sales ensures they commit to the final purchase. Without Marketing, there are no leads, and without Sales, there are no transactions. Because of their close reliance on one another, it’s important that they work together ...

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How to Use Psychographics to Enhance Your Marketing Strategy image

Psychographics Marketing Strategy

Demographics, although important, don’t provide you a complete understanding of your target audience.  It’s often their interests, values, beliefs that act as explanations for consumer behavior. That’s where the collection of psychographics come in. What are psychographics? If demographics describe who your target audience is, then psychographics explain why. The “why” will tell you what consumers are expecting and looking for, giving you the opportunity to fulfill these needs. Demographic information often includes: Age Gender Race Employment Status Location Salary Psychographics, on the other hand, explore very different categories of information: Activities (work, hobbies, entertainment, etc.) Interests (fashion, food, etc.) Opinions (politics, culture, future, etc.) Psychographics greatly enhance your understanding of your customers, allowing you to improve your strategy. This ...

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Google Local Business URLs: Get Customers to Take Action From Search image

Google Local Business URLs

Google recently released a new feature that will allow searchers to take actions, like making a reservation, right from the search results page or Google Maps. If you you own or work for a website or mobile app which offers restaurant reservations, appointment booking, online ordering, or other similar services which can be directly reserved or booked online by end users then you should leverage these actionable links. Here are instructions for implementing: How to Add Local Business URLS Your Google My Business listing can include links to specific actions which will appear with your listing within Google Search and maps. You can add your own URLs for the following actions: Placing an order Booking an appointment Reserving a table ...

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5 Tips For Promoting Your Mobile App image

5 Tips for Promoting Your Mobile App

  If you think having an app is only for big name brands and Snapchat, then you’re wrong. Creating an app as part of your marketing strategy is one of the biggest trends this year and it’s recognized among all types of businesses. Even celebrities are creating their own apps. If there is a part of your life you wish you could make easier (or more fun), then there’s always an app for that. Almost everyone with a smartphone has a slew of apps that they’ve downloaded for a reason. All marketers need to do is give the customers a reason for downloading your app. Here are 5 tips for promoting your app. Feature the App in a Blog and ...

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7 Habits of Highly Effective Marketers image

7 Habits of Effective Marketers

Stephen Covey published the hugely popular self-help book, “The 7 Habits of Highly Effective People” in 1989. 14 million copies later, a number of copy-cat topics have surfaced across all disciplines, and you know marketing is on this bandwagon! Nevertheless, we think there is still an opportunity for another perspective. Perhaps a modern marketing filter? Thanks in advance for indulging. Of course, to begin such an assignment, a Google search quickly identifies several attempts at the subject. The search also results in some more focused topics like 7 habits of effective digital marketing, content marketing, and inbound marketing. During this exercise, I found, not surprisingly, an email marketing software vendor identifying data and CRM software as highly effective marketing habits. ...

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How to Use Big Data for Marketing image

How to use Big Data for marketing

  What is big data? It’s hard to say when it’s an evolving term in an evolving industry. Big data can be used in a number of different ways, which can be complex for a company with a massive volume of data. Each industry has it’s own structured and unstructured data to analyze, but as the marketing industry has transformed over the years, new software and technology has given businesses of all sizes the ability to reach an audience at lower costs. However, it takes a certain skill in analyzing big data and strategically reach the right customers at the right time.

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Modern Marketing Resolutions for 2015 image

The time has come to reflect on our year of accomplishments and create new resolutions for 2015. As marketers, our resolutions are very similar to personal goals like being better listeners, revamping our image, or simply being more human. For 2015, let’s focus on what’s important in modern marketing. Here are four important marketing resolutions to start focusing on: 1. Focus on Mobile It is now clear that almost everyone is holding a mobile device in hand whether it is a smart phone or tablet. This new way of consuming the digital world has all been transformed to mobile. On social networks alone there has been a 55% engagement in the past year and that number continues to grow into ...

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2014 Marketing Trends That Didn’t Go So Well image

2014 Marketing Trends That Failed

As the end of 2014 approaches, we thought we would take a look back at marketing trends of the year. 2014 was an innovative year for marketing, however, for every successful marketing trend, there were many other trends that were not so good. Here is a look at some failed strategies and tools that are fading into obscurity. 1. QR Codes In the United States, QR codes are going to be next to meaningless in 2015. According to entrepreneur.com, in 2013, only 19.1 percent of consumers had ever scanned a QR code and these numbers have not significantly increased in 2014. One of the main reasons that QR codes are an ineffective strategy is because the majority of mobile users ...

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Marketing Agencies: How to Select the Right One image

Selecting a new marketing agency is one of the most important decisions a company will make. A new resource is now available to help brands and companies understand the best practices needed for successfully identifying and selecting a marketing agency partner. The Definitive Marketing Agency Selection Guide outlines 11 agency types, details a 4-step selection process, identifies key reasons for hiring and firing agencies, and provides several other valuable resources. Our friends from the Amalgamated Marketing Agency Network, an independent network of specialist agencies, have launched this must-read guide for any brand or company in search of a marketing agency of any type. The Definitive Marketing Agency Selection Guide As aforementioned, the Amalgamated Marketing Network is a network of highly ...

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7 Types of Marketing Organization Structures image

When you think of marketing organizations, what structures come to mind?  Do you believe in the strictly traditional marketing structures?  How should one organize their marketing team for optimal efficiency, communication, and customer focus? In this article, we will share the top trends in organizing a marketing team, as defined by a recent HubSpot study, The CMO’s Guide to Marketing Organization Structures.  In this, we will share the key features of efficient marketing teams, the structures that leading organizations use, and quotes from the organization leaders. We hope these generous contributions shed some light on the subject for marketing leaders who are rethinking how to organize their departments to take advantage of changes to all stages at the buying process. ...

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Direct Mail Best Practices: Part 1 image

What do you need to know about direct mail campaigns? Still a viable option to convert potential leads into customers, direct mail provides challenges and campaign structure.  In this three part article, we will teach you the best practices for developing and managing your mailing list, designing your content for direct mail, and the planning and execution needed to succeed in such a campaign. With special thanks to Eric Gagnon, contributor to the Business Marketing Institute, we would like to share the insight provided in Tuesday Marketing Notes: Executing Your Company’s B2B Direct Mail Projects Benefits of Direct Mail Campaigns Next to a promising mailing list and a hard-hitting, effective direct mail package, rapid, timely execution and diligent oversight are ...

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Top 10 Modern Marketing Resolutions For 2014 image

It is reported that only 8% of people achieve their New Year’s Resolutions. Don’t become another statistic. Make 2014 a year of marketing success with the following 10 modern marketing resolutions for your company: 1. We Will Get Visual As attention spans decrease, and the oversaturation of information continues, visual (and micro) content will become even more important. Infographics, videos, pictures. The popularity of sites like Instagram, Vine, or Snapchat is a clear indication of a preference shift towards visual. Visual content will dominate in 2014. Consider these statistics (Wishpond): 90% of information transmitted to the brain is visual, which is processed 60,000 times faster in the bran than text. Videos on landing pages increase average page conversion rates by ...

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3 Ways To Align Marketing & Sales in 2013 image

With increased pressure on both sales and marketing departments to do more with less, collaboration is no longer a pipe dream, but a requirement. The sales and marketing divide has been well documented and experienced throughout business history: “Our campaign was brilliant. It is the sales teams fault it did not succeed” – Marketing “The marketing department has no idea what customers are really like. And they set prices too high!” – Sales And, in the digital information age, the divide is expanding even more! Today, 83% of B2B buyers research and make product decisions online (Brafton). Thereby, communicating with the sales team of a company even less! The digital age has created its own set of challenges and opportunities ...

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Native Ads vs. Banner Ads image

You are more likely to die in a plane crash or win the lottery than click on a banner ad. You may have heard these statistics being discussed around the web, see more here. So, is native advertising any more effective? Lately there has been a lot of excitement surrounding native advertising. Below we will explore the effectiveness of native advertising beginning with the difference between native and banner ads, followed by an infographic that details the effectiveness of each, and an example of a controversial native advertisement from The Atlantic! What is Native Advertising? Native advertising uses text, photo, or video ads and integrates directly within content that is being viewed online, as opposed to banner ads which are ...

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B2B Buyer Personas – Development Tactics and Content image

“A buyer persona is a composite of different factors that affect your buyer and motivate him/her to buy. Your prospect’s buying cycle and buying decisions are situated within a larger context that must be understood in order to motiveate his/her buyer behavior” (MLT Creative). For B2B, buyer personas are especially complex due to typical B2B sales cycles. MarketingSherpa found that 41% of B2B firms have established buyer personas, while 47% of organizations have not (See more). A complete understanding of your buyer is critical in the development of communications, marketing materials, and content. Below we will share tactics in developing buyer personas. In addition, we detail what type of content to develop for four different B2B personas. Effective Tactics For ...

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Paid Search – Advanced Techniques image

In our three-part Paid Search Series, we have shared a variety of tips for winning the search war, including details on both paid search, or PPC, and organic search. Part one covered some the basics of PPC including keywords, placements, and rankings. Part two detailed the differences between paid and organic search. In our final post, we will be discussing more advanced techniques, including 3 critical components of starting a new campaign: choosing a campaign type, keyword match types, and bids and budgets. Choosing the Right Campaign Type The first consideration in any Adwords campaign is to choose the campaign type, which ultimately decides which types of ads you design and where they are seen. When choosing your campaign type, ...

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Website Tips for International Markets image

Is your company or brand looking to expand into international markets? Consider that more than 1/3 of all Internet users are non-native English speakers. To optimize your website for a global audience, you will need to adapt your existing website to local language and culture in your target marketing. This is called website localization. Website localization is important for a variety of reasons. According to Forrester Research, visitors stay for twice as long (site stickiness) if the website is in their own language (Languagescientific). A properly localized ecommerce website can increase sales by up to 10 times (Locayta). Below we will share 3 considerations for website localization including functionality, cultural difference in online shopping behavior, and payment methods, followed by ...

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3 Capital Equipment Marketing Considerations image

There are at least three (3) factors that can have profound implications for downstream marketing. First, reputation is critical. Second, the number of customers is limited. Third, many capital equipment brands tend to be so technical, that engineering involvement and information must be part of both buying and selling, including marketing. Related content our capital equipment marketing best practices series includes a Guide to Capital Equipment Marketing, a Marketing Capital Equipment Checklist, a Capital Equipment Marketing Infographic, and 4 Aspects of Capital Equipment Purchasing. Reputation Regarding reputation, when investing huge sums of money, while multiple decision makers evaluate multiple options, the lowest price is rarely the most important criterion, certainly in comparison to brand reputation. Risk avoidance is paramount. This ...

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5 Basic Link Building Techniques image

Linking building can improve your search authority and rank in search engine results pages (SERPs). Link building, also called inbound links or backlinks, relates to having other, authoritative websites, blogs, or directories link to your blog. Some basic link building tactics include interlinking, obtaining reciprocal links, naming your links properly, social profile linking, and social bookmarking. We will share more details about these basic tactics below. For more information on advanced link building, stay tuned for our next blog post on submission tips and tricks. Interlinking Interlinking, or the practice of building internal links, is linking to other pages on your website. These can come in a variety of forms including page links or content area links. For example, when ...

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How to Reduce Marketing Expense While Increasing Marketing Results image

Many so-called traditional marketing tactics like advertising, trade shows and print literature are huge cost-drivers in the marketing budget. Good news is that many of these often cost-prohibitive tactics can be reduced and replaced with more cost-efficient marketing. This blog will share 5 tips for stretching your marketing investment, while increasing marketing effectiveness and results! In addition, several resources are provided to assist in your quest for marketing nirvana—doing more with less! 5 Tips for Reducing Marketing Expense While Increasing Effectiveness 1) Customer insight:  marketing is expensive, mistakes costly. Avoid mistakes with insight into customer segments, needs, decision makers, and more. House all your customer intelligence in a  robust database or marketing automation software that can be updated easily and used for downstream ...

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Content Marketing Definitions, Tips, and Strategies image

Content marketing is a critical element to marketing firms. There is a lot of hype around the subject, and also varying definitions. This post will share some content marketing definitions from around the web. Then, we will provide 5 content marketing tips and 7 strategies for 2013. What is Content Marketing? Content marketing is a hot topic in the marketing world today. So what is it? Here are some definitions of content marketing from around the web: “A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” (Content Marketing Institute) “Using any type of content (newsletters, blog posts, ...

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6 Email Essentials for Successful Campaigns image

As referenced in our last blog, Email Marketing Basics, email marketing is still growing in use, and can be effective in reaching otherwise elusive prospects, and extremely measurable. But like all marketing tactics, there are email best practice techniques to realize the best return on your marketing investment (MROI). To support your success with email, the Modern Marketing University shares 6 Email Essentials for Successful Campaigns including email list development, email design, email software and email service providers, email timing and frequency, email testing and campaign measurement. 1) The Email List The foundation of any email (even direct mail) campaign or program is the list. Obviously, home-grown customer lists have the highest potential for opening, followed by opt-in email lists from a variety of ...

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Email Marketing Basics: Statistics and Glossary of Terms image

Rumors of my demise have been greatly exaggerated! Email is not dead. On the contrary, email marketing is growing! According to a 2011 survey by BtoB magazine, 63% of respondents were likely to increase spending on email in 2011 (second only to websites) with 29% keeping spend constant. Also, The Email Marketing Institute recently released Q1 2012 email results stating, “North America Email Trends and Benchmarks Results showed a 21.4% increase in average volume per client from Q1 2011 to 2012.” This blog will cover some background on email marketing, why you should consider email, and provide a Glossary of Email Terms. Our next blogpost, 6 Essentials for Successful Email Campaigns, shares details on email list development,  email design, email ...

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Marketing Budgeting Best Practices image

A very important aspect of marketing planning, whether tactical, project or strategic, is the budgeting of marketing expenditures. Inevitably, marketers must get approval for marketing budgets from executive management. There are 3 types of marketing budgets. Business-to-business brands and corporate America develop budgets based on one of three approaches: 1) a percentage increase (or decrease) over last years budget, 2) task and objective budgeting, or 3) a percentage or (forecasted) sales based on industry or competitive benchmarking. Often budgets are developed using a combination, or hybrid of these approaches. This blog is part of a series on marketing planning and budgeting including Marketing Planning Best Practices, and a Marketing Planning Checklist. In good times, management is inclined to simply increase ...

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