Archive | E-Commerce RSS feed for this section

3 Digital Marketing Trends to Watch for in 2017

9 Dec

2017_720

2017 is right around the corner which makes now a great time to assess your digital marketing strategy. Because digital marketing evolves on a continuous basis, it’s vital to be in the know concerning the latest trends and upcoming features. Here’s what to expect during the year ahead.

  1. Mobility Continues to Dominate

Whether a potential customer is attempting to multi-task during downtime or simply browsing online for pleasure, the chances are very good that their activity is taking place on a mobile device. Convenient and powerful, our reliance on smart phones and tablets demands that websites tailor their marketing strategies so they effectively reach people, even if they aren’t grounded to a stationary computer or lugging around a laptop.

  1. Changing Algorithms are King

Unlike those unchanging formulas that you might remember from math class, algorithms are ones that regularly undergo a revolutionary change. This means that any marketing strategy used must contain elements that work seamlessly together rather than components that can only stand solidly on their own.

  1. Video is Expected

Have you been sitting out the video craze, hoping that it will fizzle out so you don’t have to engage in it? If this is your approach, you’ll want to swiftly change it in order to keep up in 2017. One compelling reason: videos are one of the most shared elements that wind up on social media which means they can quickly make your business a popular topic of conversation. Quick and entertaining bite-sized pieces can also alleviate questions and concerns your visitors might have in regards to implementing the services and/or products your business provides.

At ER Marketing, we constantly stay on top of the latest digital marketing trends so you don’t have to. Let us create a robust marketing plan for your business so it thrives in 2017. Contact us today to lay the groundwork for a better tomorrow.

Share via email

Demand Generation Tips for 2017

27 Oct

work tools

Most of our clients are in the midst or near completion of their 2017 marketing planning. An important element we’re discussing with them is their demand generation strategy.

Demand generation is a catch-all term that refers to the marketing elements your business employs to boost audience awareness and interest in what you offer.

As you consider your company’s demand generation toolbox, keep these online elements and tips in mind.

1. User-generated content

Most people spend at least a few minutes a day on social media. Facebook is the largest social platform with an average of 1.13 billion active users in June 2016.

Remember, when users share their experience with your company or how your product provided a viable solution to a sticky problem, their social media connections – as well as others who can see their content – are paying attention.

2. Audience engagement tools

Today’s customers don’t want to stand idly by while being lectured about the merits of your products and services. They want to engage and be part of the action.

Draw your customers in and keep them coming back with interactive content. Try infographics, quizzes, polls, videos, calculators and more.

3. Easy reading

Break content into bite-size chunks that can be easily read – and shared – in a short time. Use a story-telling narrative, as well as bullets and sub-heads, so info is skim-able, and web- and mobile-friendly.

4. Maximize budget

According to Hubspot, budgets for content marketing will continue to increase in 2017. Knowing how to effectively use resources is key to boosting demand and elevating your business.

Take the guesswork out of demand generation. Let’s talk about how we can work together to develop the tools your business needs to lead and achieve your marketing goals.

Share via email

Our Take From Cleveland: #CMWorld Day One

8 Sep

 

mail_image_preview

Our #CMWorld day one is done. And, these two first-timers are energized by the networking, excited to leverage what we’ve learned, and, okay, maybe just a little tired.

Here’s what’s caught Corey and Kate’s attention in Cleveland.

First, content marketers as a whole are working more from assumptions than fact.

Consider:

  • 57 percent of B2B marketers say they use audience personas
  • However, a mere 20 percent of audiences being reached have the info and means to purchase

Eighty percent of those receiving marketing messages don’t have the interest or resources to make a buying decision. The takeaway is clear: Relying on assumptions is wasting time and our clients’ money. The importance of research can’t be overstated.

Next, a consistent theme heard across the show is marketers are great at providing clients with solutions … but maybe not-so-great at listening to clients’ problems.

Ian Altman summed it up in his session on how content can accelerate sales: If your product or service doesn’t solve the client’s problem, they don’t care about your features and benefits.

Ardath Albee stressed the importance of understanding client challenges. She said our solutions must meet audiences and their problems along every step of the buyer’s journey.

Seems like a good time to step back and ask: Are we truly addressing clients’ needs or are we just telling them what we think they want to hear?

Additionally, Jeff Julian and Andrea Fryrear delivered a strong message about not thinking about content as campaigns. They stressed failing and winning fast, and using learnings to guide strategy, instead of spending time and money on one-time campaigns.

Finally, Rick Wion shared lessons on transparency and trust from his time at Kellogg’s and McDonald’s. Wion referenced Al Golin’s Trust or Consequences book and reminded us that building trust is like insurance for future issues. Because we all know at some point, there will be an issue.

We’ll close this blog with a fun fact learned today: DYK there’s a McDonald’s employee responsible for tasting eight hamburgers an hour, for eight hours a day, five days a week? That’s a quality control job we’d like to have! And, no, his name is not “Big Mac.”

Bring it on, day two.

Share via email

Measure Value, Not Activity

30 Aug

Are You Measuring the Right Results?
Business People Meeting Growth Success Target Economic Concept

Open rates, click through rates (CTRs), and conversions are just a few of the metrics most B2B marketers tend to use when determining the results of their work. But are those really the best metrics for determining success?

According to new data from Forrester, not necessarily. More and more B2B marketers are now struggling to tie these results to revenue. The truth is that while the metrics described above do a good job in a vacuum of helping marketers determine whether their marketing is working, they don’t necessarily shed light on whether or not the marketing efforts are generating real dollars for the business as a whole.

Increasingly, it’s not just CMOs who are looking at marketing results, it’s the CEOs. They want to see a direct correlation between marketing spend and sales generation. If the numbers don’t work out, then the marketing department or creative agency might not work out either.

Despite the demand for revenue-based results looming above them, B2B marketers are still struggling to deliver these types of results. So what is complicating their efforts? According to the article, there are several main challenges:

  •  Internal data is difficult to collect, connect, and analyze given the silos that exist in many workplaces.
  • Too much data! Marketers have access to more than ever before, and sometimes it is difficult to cut through the clutter.
  • Marketers aren’t always “numbers people.” Think of the best ones you know—they’re usually creative types who may not have developed the analytical skills necessary to excel—no pun intended.
    Marketing is a subjective field, but by looking at the right numbers and presenting them to the right people, B2B marketers can convert numbers into usable information that can drive real results for the business. (For some fabulous tips about presenting results to others, read this blog by an account service professional at ER Marketing, Matt Bartlett.)

Testing subject lines and measuring open rates and CTRs is great, but only insofar as it improves your approach to your marketing goals. If it helps you fine tune your approach, all the better. To prove your worth as a B2B marketer, you need to start measuring the value of what you do, not just the activity.

To read the full article about the Forrester findings, click here.

Share via email

Concoct the Perfect Recipe for B2B Personalization

21 Jun

B2B Buyers Seek Personalization Efforts

B2B_mix

It is no secret that personalization is essential when marketing to B2C buyers. In fact, according to a recent article, 80% of marketers believe personalized content is more effective. So then why is there a lack of personalization within B2B marketing? This is something that those in highly personal industries (like building products) must especially consider. One of the biggest challenges facing B2B personalized marketing is that there is no perfect recipe consisting of equal parts strategy, data, and technology usage. But as someone who knows a thing or two about making concoctions, here’s one that virtually any B2B marketer can use:

Take 1/3 Parts Strategy…

It is important to keep in mind that B2B buyers have different needs and desires than that of B2C buyers, and therefore they need to be approached differently. B2B buyers are more understanding as to how the industry works, and they are looking for transparency and recommendations, as well as content that will educate them and solve a problem.

According to an Accenture survey, 54% of B2B buyers want personalization and “personalized recommendations across interactions.” This allows you to establish a relationship with your client before a sale even takes place, creating loyalty amongst clients.

No matter how flashy your marketing ploys may be, they won’t mean anything to a customer if they don’t have a need or desire for it. Knowing your audience and their demographics, purchasing behaviors, motivations, and location can change how you garner content for each client.

Add 1/3 Parts Data…

To help capture useful data and to better understand your target audience, you can create a brief survey for them to fill out. When personalizing content for B2B buyers, including data attributes such as their name, company, and role within their company can be the deciding factor in whether or not your client is initially engaged. This can also be helpful when generating leads or creating a personalized lead-nurture campaign. It can even help you tailor emails to those specific buyers and even include imagery and links that will create a personalized touch.

Mix with 1/3 Parts Technology…

While content and strategy are essential to personalization, so is technology. According to Rapt Media, 94% of B2B buyers say better content technology is crucial to creating personalized content that is measured and optimized. So what does that mean? Technology can be used to simplify your company’s message and can be used across different platforms that relate to your audience. For example, content from whitepapers can be repurposed for short, digestible videos and then the audio from the video can be used to make a podcast for clients who don’t have the time in their day to watch a video.

Shake Well and Serve

Granted, my preferred concoctions usually involve a shaker and a cold glass, but the perfect personalized B2B marketing campaign can taste pretty satisfying. And with a fresh strategy that is geared toward B2B buyers, you can satisfy your customers’ needs while also gaining new revenue and retaining reoccurring revenue. All you need is three ingredients and a shaker.

Share via email