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6 Tips for Creating Compelling Email Content image

6 email content tips

The American Marketing Association’s (AMA) publication, Marketing News, recently included the results of an informal poll that identified four tactics marketers plan to stop using in 2019. Guess what tactic wasn’t on the list? Email marketing. It remains a staple for marketers across all types of industries. Email marketing still provides companies with solid returns. So it’s worth looking at some metrics compiled by MailChimp that will give you a comparison for how your campaigns are doing against national averages. Plus, you can compare customer engagement for open, clickthrough, delivery, and unsubscribe rates within your sector. Audiences’ today are bombarded with emails – in both the B2B and B2C sector. Understanding what your email subscribers want from you is highly important. There are general findings that show audiences prefer relevant, ...

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Digital Footprint

People are Googling your business. And while this may seem like an obvious statement, it brings up the topic of how your business is being promoted on digital platforms. Marketing has moved fast and furiously into the digital space. It has seen rapid growth and development with an expected 2 billion online shoppers by 2020. Maybe your organization was an early adopter of some strategies or maybe not. Regardless, many businesses today, yours included, probably have a Facebook page or LinkedIn Company profile, some offering on a digital channel in addition to your website. For many organizations though, digital efforts may have begun as a one-off endeavor – the boss asks why the company isn’t on Pinterest and low-and-behold the next day you’ve become a champion Pinner. If over ...

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Pinterest For Business

The past year social media has seemed to be dominated by likes of Facebook (for both good and not-so-good reasons), Instagram, and Snapchat. While these platforms spurred the trend toward video content, marketers have since continued to leverage this format throughout their marketing mix. So how does Pinterest, which utilizes both images and videos, fit in the picture for businesses? Well, it stepped up its game in terms of video in 2018. In August of last year, Pinterest tested and launched Promoted Video at max width to all its advertisers. Promoted video or advertising video had been available since 2016. The new wider format allows for videos to be played at 4x bigger, increasing engagement rates from 12%-33% according to initial brand tests. Promoted Video at max. width stretches across ...

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Micro-Vertical Marketing

Prior to Micro-Vertical Marketing, there was Vertical Market Development, a mature and proven marketing approach or process defined as marketing activities that target and communicate with decision makers in specific/defined market segments.  More recently, micro-vertical market development (or micro-vertical marketing) has gained interest as competition grows in software, consulting, capital equipment, and truly any "considered purchase" market (considered purchase is a typically complex, high dollar value scenario vs. impulse purchase, which is simple and low dollar value). This micro-vertical marketing guide will start with a definition, followed by details on industry classifications. Next, objectives and some tips for identifying viable micro-verticals. Of course, effective marketing is the key to success, so best practices are delineated. Finally, a micro-vertical marketing case study will share ...

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Email Marketing Automation

Email marketing needs to be all about automation in 2019. Why? Because small business owners need it as part of their marketing mix and they need to handle it in a way that saves them time. Research drives this point home as a 2019 Infusionsoft Small Business Marketing Trends Report found more small business owners reported their biggest challenge they face when it comes to marketing is a lack of time and resources compared to last year. Additionally, the U.S. Small Business Administration notes an incredible two-thirds of small business owners and entrepreneurs are personally responsible for three or more areas of their business, including marketing. Technology Trends While it would seem that advancements in technology and tools would be time ...

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5 Tips for Enhancing Association Recruitment image

Enhancing Association Recruitment

Associations are always looking to increase their membership numbers. Over the past several years many associations have reported it has become harder and harder to attract and retain new members. Advancements in technology have made it easier for people to stay connected and younger generations have turned to social media fostering their skeptical attitude about the need and benefit of joining other venues. As a result, the beginning of 2019 is a good time for associations to consider their approach to marketing this year and for the future. Associations, like workplaces, are dealing with engaging Millennials, Baby Boomers, Gen Xers, etc. and need to understand their motivations and decision-making processes. In many respects, membership is a sales process; you’re looking to recruit professionals by initialing connecting with them and then ...

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Mobile Marketing Strategies

Adults in the U.S. are expected to spend on average three and half hours on non-voice mobile media, and about 70 percent of their media time and 90 percent of their social media time on their smartphones. It’s settled then, right? You understand that mobile marketing offers increase customer engagement and selling opportunities, and it’s time to create an approach into the mobile environment. Mobile Marketing Benefits Experts agree that companies utilizing mobile strategies are seeing benefits such as improved cost efficiencies, closer connectivity with customers, and more accurate data points. That’s because for marketers, mobile advertising provides a more effective way to target and retarget their audiences, create higher-level personalization, and be freed of barriers like time and location. Another key ...

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6 Common Content Marketing Missteps

Most companies today would probably say they are involved in content marketing. The problem is many might also qualify this as an On Again/Off Again relationship or a Go Big/Fade Away relationship. I’m sure we can all relate… Writing a blog post once a month or so, setting up social media accounts, or posting to Facebook all technically constitute as content marketing tactics. But it’s doubtful you’re seeing any change in website traffic, email open rates or click throughs. And that’s because you’re not really harnessing the power that great content affords you. Let’s take a look at some common content marketing mistakes and steps you need to take to get on a productive path: Lack of Value Business strategies often use an 80/20 ...

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Mobile Marketing Tactics

The mobile marketing space continues to expand and mature, encompassing everything from search engine optimization and marketing to text messaging to display ads. Many companies simply cannot afford to be left out in the cold when it comes to leveraging mobile outreach into their marketing strategy. Therefore, marketers need to learn how to successfully navigate the robust and ever-changing mobile landscape in 2019. The numbers indicate this powerful phenomenon will only continue to gain momentum in years to come. According to recent statistics, currently in the U.S. 92 percent of millennials use smartphones, 85 percent of GenXers and 67 percent of Baby Boomers. The affordability of phones and data have lead to smartphones rapid adoption rates, which are expected to ...

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6 Word of Mouth Marketing Tactics For Creating Compelling Conversation image

Word of Mouth Marketing

Organic is good, right? Today everything from food to house cleaners to mattresses are better if they’re organic. That goes for marketing too. We’re talking about word of mouth marketing, the organic way of spreading information through natural channels – A.K.A. kickin’ it old school. Word of mouth marketing has been around a long time. Yet there is value in your company giving it active consideration as it’s usually free and has real potential in terms of payout. It’s based on a pretty simple theory. Word of mouth marketing happens by creating an event or experience so memorable for a customer that they tell someone else about it. It’s important because customers trust their friends. Nielsen data indicates that 92% of ...

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Thank You

The year is winding down, but your marketing efforts don’t need to dwindle. Now’s the perfect time to let your customers know you appreciate all their 2018 business. You don’t even need a big budget for a “Thank You” marketing campaign, just a big heart. There are of course, solid business reasons to embark on this effort too. Companies that experience greater customer satisfaction have better reviews and feedback, giving them a competitive edge in the marketplace. It’s an organic way to increase your company’s value. Showing appreciation is also important for creating loyal customers. Customers who are vocal supporters of your company and would never dream of doing business with anyone else. These are the kind of customers that increase ...

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Alexa Voice Activated Search Opportunities

Brands looking for new ways too engage customers may find potential in creating branded voice experiences on Amazon’s Alexa, Google Home, Apple’s Siri, and Microsoft’s Cortana. You don’t want to miss an opportunity and not enter the voice-enabled world that seems to be evolving every minute. While most marketers will agree that voice-activated smart devices and voice branding are in their infancy, you just can’t deny the explosive growth of this industry over the past couple of years. They have entered the homes of consumers everywhere, with an estimated 64 million U.S. households expected to be equipped with one by end of this year. Voice commands on Alexa are becoming like search on Google. And by 2020 more than half of ...

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Shake Up Your Marketing MMP

Year-end is often a time for reflection on the past year, along with planning for the new year. So why not marketing?  How were results measured? What are specific plans for the year ahead?  How can you “shake up” your marketing with a focus on results?  Your friends at Modern Marketing Partners have some perspective we’d like to share. Intuitively, before you can "shake up" your marketing, you should objectively evaluate and analyze your prior marketing. So how can this process be objective?  For starters, there are many tools that can measure online aspects of marketing including Woo website and SEO rankings, along with SEMrush, Similar Web traffic analysis, Google Analytics, and complete social media analytics. Email service providers, paid search ...

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Healthcare Marketing Looks to Bolster Healthcare Literacy Awareness image

Healthcare Marketing 2019

Healthcare marketing efforts throughout the United States remain focused on addressing healthcare literacy in 2019. Large national studies have demonstrated that approximately one third of adult Americans have limited health literacy and describe feeling uncomfortable trying to navigate their medical benefits and the healthcare system. Among younger Americans the percentage is even higher with 56 percent reporting a lack of understanding. Healthcare literacy refers to health literacy, which is an individual’s ability to obtain, process, and understand basic health information and services needed to make appropriate health decisions. Health insurance literacy is another component of healthcare literacy and represents the capability of people to have the knowledge to choose the best health plans and benefit options to fit their circumstances ...

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Tips for Using Social this Holiday Season image

Shoppable Media

This year’s holiday season is all about making the social world shoppable. In particular, companies are being given the access and the opportunity to make their content, images and videos shoppable this season. The reason this is big news for companies is this is a trend that interests people. According to PwC’s 2018 Holiday Lookout study, more than 40 percent of Millennials and 25 percent of Gen Z shoppers will purchase through shoppable photos this year. Here’s how social platforms are innovating this season – and you can too right along with them. Instagram just announced three new ways for users to shop while browsing their favorite photos of pets, food, travel, family and friends. The new features help people discover ...

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Pump Up Holiday Sales with Personalization and Mobile Capabilities image

Holiday Sales

It looks like the season is going to be merry and bright. Whether entertaining at home or socializing away from home, consumers are looking to celebrate with others and spend money doing so. Holiday sales are expected to increase 5 to 5.6 percent over last year’s season, according to Deloitte’s annual retail holiday sales forecast. Additionally, ecommerce sales are forecasted to grow 17 to 22 percent, reaching $128 to $134 billion throughout the 2018 shopping season. And even businesses that think they might not really be in a position to capitalize on any holiday spending need to realize there’s an opportunity. According to Deloitte’s 33rd Annual Holiday Consumer Spending Survey, over half of shoppers (51 percent) believe in the spirit ...

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Develop an Inbound Approach to Creating Relevant Content image

Inbound Content Strategy

There’s a sports adage that many coaches tell their athletes, “let the game come to you.” It may seem like odd advice, because most sports-related activities and matches seem to be all about controlling the tempo and taking charge of the game. However, this different and disciplined approach can yield important benefits for players and professionals alike. For marketing professionals in today’s business climate, it means being patient, not passive, just alert and resolute. And it means letting the customer come to you. You still have to entice them of course, but it may be over a longer period of time.  How do you establish visibility and credibility with this approach? By creating relevant content that has more in common ...

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Customer Data Safe

As marketers we like to talk about data. It’s usually in terms of how to access it and harness it to be more beneficial to our business. While data has tremendous value to our organizations, we need to remember with equal vigor to ensure its protection. Let’s face it; privacy hasn’t had a great year. Reports of breaches and mishandled data appear to be occurring daily. The big news hit early when in March the story broke that political consulting firm Cambridge Analytica hacked 87 million Facebook profiles, resulting in Facebook CEO Mark Zuckerberg having to testify before Congress and the European Parliament. If your audience wasn’t already uneasy, they most likely will be after this year. Companies have to step ...

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Email Trends

Email keeps evolving despite naysayers’ warnings that it is going away. Every year email continues to be ranked as an important tool marketers turn to for communicating with prospects and customers. Email marketing progresses as more data points, technology and insights provide a deeper understanding that marketers can channel into their strategies. With over 2.8 billion people worldwide using email as a digital communications tool, it’s worth marketers’ time to stay on top of the latest trends. Both small and large businesses report positive ROI with each of their email dollars bringing in an average return of $44. This is why email beats out every other platform in turns of performance over the past years. Clearly, there is a tremendous opportunity ...

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Sales Opportunities Personalization Part 2

Two main points from our last blog, lead us into our current discussion on personalization. 1. Personalization is about tailoring your marketing tactics to deliver the most relevant product, service and experience to the right customer segment at the right time. And 2., According to recent research, creating personalized customer experiences in particular help many businesses increase their top lines. What does that look like today? According to Segment’s 2017 State of Personalization Report, consumers demand fast action and personalized communication in nearly every channel almost as soon as they choose to identify themselves to a brand. Respondents provided three important reasons for companies to take quick action: 54% expect to get a personalized offer, 63% say it will drive ...

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Company Strategy Needed to Deliver Personalization image

Company Strategy Personalization Part 1

Personalization in marketing means taking customer segmentation to the next level. It requires tailoring your marketing tactics to deliver the most relevant product, service or experience to the right customer segment at the right time, based on your knowledge of that customer and his or her preferences. That’s a tall order today, because customer touchpoints span across multiple channels including web, social, mobile, and physical locations. So while that makes it tough on the front-end to deliver customized content across all those channels, on the backend it means customers are providing companies with a good deal of information about their preferences and intent. Yet getting at the data from the multiple systems it sits on may be the biggest challenge ...

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Companies Need to be Marketing 24/7 image

Marketing 24/7

Businesses are in the business of engaging customers. That requires having your thumb on the pulse of the marketplace and being ready to act at a moment’s notice. It means having a workplace culture that emphasizes flexibility and agility, while understanding the importance of utilizing technology and social media to build relationships and loyalty. Author David Meerman Scott’s book Real-Time Marketing & PR, provides marketers with the impetus to pick up the pace. With use of his examples below, organizations can determine why they need to be ready to respond quickly to unfolding events in today’s online environment, and why it’s sometimes even important to be the first to go there. The Value of Being First Starting the conversation early and ...

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Plan a Campaign Around Small Business Saturday image

Small Business Saturday

Small Business Saturday (SBS) is right around the corner on the Saturday after Thanksgiving, November 24th. It offers businesses the opportunity to capitalize on the momentum of Black Friday and create some excitement of their own. For some companies it will be a way to start off the holiday shopping season, for others, it may be even more important. Small businesses that are more seasonal in nature, especially those with traditionally spring and summer products or services, can use SBS to offer a special promotion for consumers to consider their offerings during a time they otherwise would not. It can play an important role in facilitating business all year long. Not sure if it’s worth pursing? Consider the data from last ...

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Packaging Trends Important for Brands Continued Market Success image

Packaging Trends

Product packaging has become more important as changes and challenges continue to reshape how businesses, consumers, and governments deal with sustainability and the shifting demands of ecommerce. Packaging must bridge the crucial connection between consumer trends, behaviors, and values and the innovative role companies must uphold in order to accurately interpret their markets’ unique needs. Packaging today needs to reflect the most forward-looking attitude of a circular society. This year Nestle made an announcement that it plans to make 100 percent of its packaging recyclable or reusable by 2025. Stating that they believe, “plastic waste is one of the biggest sustainability issues the world faces and that there is a urgent need to minimize the impact of packaging on the ...

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Quality Content Needed at Every Phase of the Sales Cycle image

Quality Content

Quality digital content has the potential to help B2B marketers cost-effectively reach annual company goals. The key to pulling this off requires a commitment to providing content that puts your audience’s needs first. And it must happen at every point in the selling cycle. A recent survey by Clutch Research finds that 88 percent of B2B audiences read business content online at least once weekly to stay informed, research companies and make purchasing decisions. The report identifies four stages in the sales funnel and the content consumers consider during each phase in the sales conversion. Taking a look at their findings can help companies understand how to interact with B2B audiences and take advantage of opportunities to engage potential customers ...

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