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Top Digital Marketing Mishaps and How to Solve Them

4 Jan



Digital marketing has come a long way over the last few years. Big data means businesses have more data-driven insights than ever before, which translates to quality relationships with customers and (hopefully) increased conversions along with a better bottom line.

While digital marketing continues to improve and empower the way businesses interact with their customers online, the process doesn’t come without its challenges.

We’ve compiled a list of marketing mishaps that are most likely to frustrate your customer—along with our proposed solutions:

1. Dead-End Pages

Simply having an informative website presence is no longer enough. These days, it’s all about interaction, and it’s absolutely critical to actively create an ongoing relationship with site visitors in order to get the most out of your website investment. This doesn’t mean that you should hound potential customers with “Buy It Now” pop-ups, but your site should offer a convenient method for customers to act on the information they find—even if only by taking advantage of strategically placed contact forms or opt-ins for special event information, social updates, and discounts.

Offering something of value in exchange for contact information is another great way to build your email list—think in terms of white papers or free eBooks that offer solutions to a common customer problem.

2. Broken Links and 404 Errors

There are few things more frustrating to a consumer who is looking for something specific than “Page Not Found” …especially when that link comes from somewhere on your site. Rather than sending your visitors away frustrated and empty-handed, consider deploying a 404-page template designed to offer a lighthearted explanation for the broken link, along with an actionable response – think links to functional pages, email opt-ins, and even an option to submit a ticket.

3. Inconsistency

Inconsistencies throughout your messaging may seem insignificant in the grand scheme of things, but when it comes to the overall customer experience, they can really add up. For instance, if you refer to a sale price in an email blast—but your website shopping cart displays the original price, and the fine print reveals that the sale price is only applicable if the visitor purchases a year’s worth of services—your potential customer might go from feeling slightly annoyed to completely mislead. And they may not be a potential customer anymore.

Being consistent in your messaging is critical to establishing brand trust. Before starting a new campaign, be sure to outline your core value proposition, your regular and promotional pricing schedule, any relevant taglines, and all potential variations as to how you’ll refer to your product or service throughout the campaign. Keep this master document handy for reference any time you consider launching a new part of your strategy.

4. Outdated Content

Few things make a business look more out of touch than a website full of references to past events, unavailable live webinars, and outdated company news.

Links to your website’s event pages don’t expire when the event is over. Whether your customers find their way via a trade show blast, a colleague’s blog post, or even through organic search—if the page hasn’t been updated or removed, it will leave a not-so-great impression that you aren’t staying on top of things.

Of course, if these pages are generating traffic, you don’t want to delete them. Consider these options instead:

Update the page. Modify the message, change the call to action, and offer something current and of value.

Redirect the page. Point your visitors to your event calendar for the remainder of the year, or to another upcoming event. This way, you don’t lose valuable traffic and you keep your messaging current and useful for your customer.

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3 PR Trends You Need to Adopt in 2018

28 Dec


With the holiday season in full swing, it might not seem like you have enough time to add one thing to your to-do list. It’s not too early to start thinking about your public relations strategy for 2018. Devoting some time to it now can help your company get off on the right foot once the new year rolls around. Below are three trends that should be on your list to implement in 2018.

  1. Integrate PR to understand multiple business goals

Few other tools are as effective as getting the word out about a company than PR. Whether it’s time for your company to recruit for new talent, market a new service or communicate the latest news to investors, PR is structured to do so efficiently. These goals don’t stand separated within a company though. Instead, they all work together to achieve a better, more successful industry leader. Make sure that your PR strategy is looking at how all those pieces fit together in the big picture.

  1. Think of thought leadership and branding as company-wide

Many companies consider their thought leadership and branding as initiatives that are focused solely on executives. However, it’s vital to the success of the company and its brand to look outside the executive suite for leaders. Implementing a companywide approach can protect it against loss if an important leader resigns unexpectedly. Other thought leaders might also possess the ability to target different demographics, extending the company’s reach.

  1. PR needs to specialize

PR is comprised of many different styles. PR for events takes a different approach than crisis management, for example, and launch PR is handled differently than media relations. Investing in specialists to handle these vital challenges ensures that your company is always presented in the best light.

In 2018, your company’s PR is going to be more important than ever. By hammering out the details now, you will be able to develop a strategy that incorporates these trends while delivering results.


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Tactical Tips to Maximize Your Trade Show Presence in 2018

12 Dec


Trade show planning for 2018 is in full swing. With budgets and strategy considerations on the table, we’re offering our take on tips to maximize your trade show ROI for the upcoming year.

1.  Technology is (still) king.

It goes without question that technology is a major player when it comes to trade show success. In 2018, trade show technology will continue to try to out-perform itself from years past, as attendees expect information to be displayed in innovative, interactive, and increasingly engaging ways.

Visitors want to be impressed and involved when they visit your display—and you’ll want to continue the engagement long after the event closes its doors. Consider incorporating touch screens, Bluetooth beacons, and artificial intelligence (AI)/machine learning Software as a Software (SaaS) to further enhance the customer experience while delivering your brand’s message both during and after the show.

2. Human interaction is critical to success.

While it is true that trade show tech is necessary for ultimate event success, human engagement is just as important, if not more so. There is no better way to reach your customers than through a good old-fashioned dialogue that allows them to communicate their pain points—to which you respond with your compelling solution. By properly staffing your exhibit with compassionate professionals who are well-versed in your brand story, you’ll facilitate the kinds of relationships that no amount of artificial intelligence can compete with.

The key here is to use technology to augment—not replace—you professional, human presence.

3. Incorporate the sentiment behind your unique selling proposition in your exhibit.

We all want to stand apart from the competition. Your customers have made the trek to the trade show and your exhibit likely because they are looking for a solution to a particular problem, or perhaps they’re looking for your business in particular. By focusing on consistency in your unique selling proposition (USP)—for example, creating a custom exhibit based on your brand’s unique voice and culture along with the environment you want to cultivate—you’ll have a chance to resonate with your customers at a level that increases their engagement, inspires brand loyalty, and encourages them to stay connected long after the event wraps up.

4. Keep your brand consistent across all business environments.

Consumers these days are bombarded with product information nearly everywhere they turn—and much of that information is regarded by the embattled consumer as outright noise.  By focusing on refining your brand messaging for consistency across all spaces, you’ll cultivate a rapport with your customer that allows them to feel comfortable and familiar with your solution. Think in terms of providing a cohesive brand experience by way of incorporating a recognizable color palette, familiar logos, and consistent graphics.

When your business—and thus your brand—is “on the road,” you’ll want to rely even more heavily on familiar visuals to reinforce your presence in an unfamiliar place. After all, a trade show exhibit is a mini-representation of your business as a whole—and you want your customers to feel at home regardless of the venue.

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Is the B2B Market Finally Improving Its Overall Sales and Marketing Messaging?

30 Nov


Dun & Bradstreet reported that most B2B buyers are happy with the communications they are receiving from the marketing and sales teams of companies they patronize. According to this report, 51% of buyers say that communications have improved in recent years, with 24% complaining of worse service.

Of the buyers that reported a positive increase in service, 41% of them said that these communications were more important to business then before.

One thing is for sure – buyers continue to raise their expectations for communications. If you have not prioritized advancing your efforts in this field, now may be the time to heed some of the tips below.

First, make sure that your representative has done basic research about the prospect before making the call. At the very least, your representative should have the full name of the contact, the job title of the contact, and a basic understanding of the relationship between your two companies. Calls usually go much more smoothly if your representative has more detailed information about the prospect, such as recent projects and partnerships, a working knowledge of recent news items about the prospects, and the scale of business to be potentially conducted.

Secondly, make sure that your representatives call at an appropriate time for your prospect. Sometimes, there is no way to know when the busiest time of the day for a prospect is. However, one call should take care of that problem. Once this has been determined, the information should be kept in notes for other representatives who call out to that business.

If it is obvious that your representative is calling from a list, giving a robotic script reading and generic terms of business, your close rate falls immensely This is also a very quick way to lose any standing that your business may have had within your prospect’s industry. Make sure that your representatives know how to think on their feet and present a personable voice over the phone. Even if they are following a script, give them the leverage to have a real conversation if the interaction moves in that direction. If you do not have the talent in-house for this to work, consider email blasts instead of phone conversations for your initial outreach efforts.

Lastly, do not try to climb the totem pole within your prospect’s hierarchy to quickly. If you are cold calling, then your representatives will likely run across gatekeepers rather than decision-makers. These gatekeepers should not be trampled over, as many of them actually help executives make decisions. Your representatives should have a script based on the job title of the person who picks up the phone. You may also be able to find out a great deal of information about the decision-maker from the gatekeeper.

Your sales and marketing messaging will improve over time if you analyze the shortcomings in your current workflow. However, follow the tips above to start on the right track. Remember that communications should be a priority in your business from 2017 forward – prospects are no longer putting up with anything less than a fully personalized, genuine conversation about business.


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The Insights You Should Be Following in the 2017 B2B Market

28 Nov


You do not have to wait on the new year to give an assessment of your marketing and business strategies. Technology and business trends are moving faster than ever, so whenever you have a chance to stop and revise, you should do so. Here are a few new insights that you may want to consider incorporating into your strategies for the rest of 2017.

Marketing Automation

The concept of automation was made for B2B marketing. The idea of being able to apply personalized concepts at scale gives business marketers the ability to nurture an entirely new level of leads and track those leads confidently down the sales funnel. Surprisingly, many companies have not looked into marketing automation as a viable strategy for 2017. Do yourself a favor – start automating your initial email outreach or CRM updates and watch how much free time you have for more creative pursuits.

Content Marketing

Although content marketing has been used as a staple technique in the B2B landscape for many years, most companies have not truly incorporated inbound marketing into the equation. We now have more opportunity than ever to share social media and blogs with our prospects. This is also another strategy that you should incorporate as quickly as possible. Many B2B specialists have identified content marketing as a strategy they want to employ; they simply have not found the time to do so. If you are on the cutting edge, then you can expect quicker results for your timely actions.


Prospects demand personalized service. The B2B industry should be taking a page from smaller e-commerce sites and personalizing content whenever possible. For instance, if you are not using dynamic content insertion as a daily technique in your email blasts, you have some catching up to do.

Channel Integration

Going omnichannel is great, but have you integrated these channels into a single nurturing process that is easy to fulfill? It is one thing to collect separate lists of data from social media, your phones and message boards. However, you may be creating trouble through duplicate records, outdated records and unqualified leads. Funnel all of your channels into a single CRM so that you can effectively track your prospects through the sales funnel.

Account-Based Marketing

Combining account-based marketing with marketing automation is a technique that savvy companies are now seriously considering. Look for automation services that also include features of account-based marketing that will make targeting and nurturing groups of prospects easy through the creation of buyer profiles.

Mobile Marketing

All marketers should be looking to move into the mobile space. Google has reduced its mobile first index and will begin giving out penalties for pop up windows. These are both signs that commerce continues to move into the mobile space, and this trend is definitely not turning around anytime soon. Mobile traffic is now over 50% of all web traffic, and no business can be sure that they are being contacted on a desktop or a laptop. Make it a goal to shore up your mobile marketing by the end of 2017 for best results in 2018.


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