How to use marketing performance metrics to your advantage

Posted by on Dec 30, 2015 in Digital Media Marketing, Social Media Marketing, Website Optimization |

The performance of your website, content and social media all impact on your business’ bottom line. Using marketing performance metrics and monitoring them regularly will allow you to adjust your strategy to get the most return on your time and effort. Getting your strategy right when you have the data which tells you how, will lead to visits, return visits, lead generation and ultimately, conversion. Marketing performance metrics are the tools you use to measure the value of your content – using these tools can shape the type of content you write. Most people use Google Analytics, a free tool which provides masses of data and good insights into your content performance. To figure out the data, you need to decide which facts are important. Here are a dozen top measurements to look out for: Overall blog visits –   Traffic source breakdown Blog homepage visits –   Number of posts published Top viewed posts –    Average views per post Average inbound links per post –   Average comments per post Social shares per post –   New blog leads Conversion rate –   Email subscribers This kind of data will clearly show which content is driving the most interest. The trick now is to put it into your strategy and make the necessary changes. Using quantity metrics, for example, will focus on how many users, number of page views, bounce rate and inbound links to your website. If the data tells you have low traffic and low staying power, it means your content is weak and needs a major overhaul. High traffic and high staying power with shares to other pages would indicate your content is engaging, and is well suited to being repurposed. Audience performance metrics are also known as vanity, or feel good measurements. They are used to understand what content is popular and where. They tell you the number of views and comments per view, unique visitors vs. repeat, number of shares per post, to which sites. This kind of data will inform you where you need to expand your presence. Content performance metrics measure how your blog is doing and what you need to do to improve its productivity. It tells you the shelf life of your blog: how long it gets views, what days, what times. It gives you some insight into your visitors – how many comments and shares are you getting? How long do people spend on your page? How many loyal visitors do you have (the ones who visit your site five or more times a month)? The content conversions illustrate the actions a visitor takes: did they sign up, subscribe to a newsletter, take a free trial? Analytic tools are packed with valuable information...

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The NEW approach to Generating a Sales Pipeline

Posted by on Oct 27, 2011 in Lead Generation |

In this new digital world marketers have been forced to move beyond the traditional approach to the sales pipeline (awareness, interest, demand, action) and the more moderated approach (awareness, interest, consideration, purchase) which is outdated. The customer is no longer a passive recipient of information or a sidelined spectator. Today, customers are actively engaged in the buying process. To create engagement and enhance the customer experience, marketers today use a mix of vehicles, including search engines, customer-generated blogs, reviews, online communities, social networks, broadcast media, and personalisation. Therefore, how we approach, define, and use the pipeline must also change. When developing, implementing, and measuring Marketing’s contribution to the opportunity pipeline, consider the following six revised key measurable stages, which reflect today’s environment: These labels differ from the traditional approach as they are behavioral, which makes it easier to define which behaviors for each measurable stage you want to be able to affect and measure. Together, those steps create the series of behavioral events that many prospects exhibit on their way to becoming and remaining customers. Let’s examine each stage. 1. Contact Though awareness is “just fine and dandy,” what really matters is establishing contact. Prospects may be aware of your company and its products and services, but until they demonstrate some degree of interest you may be wasting time and money. Making contact means you need more than a vague idea of the market or customer set; you must have contact information. 2. Connect Once contact is made, the next thing to do is to connect. What is the difference between a contact and a connection?   Contact is an observable signal of ‘hello’ from a customer; A connection is the virtual exchange of a handshake (at least) and the establishment of some type of rapport. Unfortunately,   just because you have made the connection doesn’t mean you have a customer. You want those you’ve connected with to become followers—and download material from your website, sign up for your newsletter, participate in your webinars, etc. That is why the conversation stage is so important. 3. Conversation Now we’re talking! That’s the best way to describe the conversation stage. Information flows back and forth between prospects/customers and you. Both parties are engaged. This is the stage where the rubber meets the road and you start to get traction:   Once the conversation is in play, the next step is consideration. 4. Consideration  Just because you have a conversation in play with a customer, doesn’t mean you have a qualified opportunity who is seriously considering purchasing from you. Consideration involves customers’/prospects’ applying careful thought to your offer and company and weighing their options. Different marketing vehicles, such as customer references, case studies, and third-party...

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Unlock your Company’s profitability with Lead Nurturing

Posted by on Mar 22, 2011 in Lead Generation |

Like most companies, you have probably built a significant database of prospective customers. It’s not uncommon to have 100,000’s of contacts, or even millions, in a B2B or B2C company’s contact database. That database is a significant asset that gets undervalued at most companies. Think about it: if your average cost per new contact is even just R50 (a low assumption) and you have a modest database of 20,000 contacts, then your company database is a R1 million asset. Do you treat it as such? How many other assets of that size do you have in your company? How much revenue does that asset generate for your business? Lead Nurturing The members of your database should be nurtured. Done well, lead nurturing can lead to much more efficient and effective demand generation. When nurturing leads that are not immediately sales ready, these are three times more likely to become a sales lead in a given month than if they are not nurtured. Overall, that means if you can generate 50% more qualified sales leads each month at 33% lower cost per lead. To help design and implement these processes, here are some key tips to effective lead nurturing: Make it valuable — to your prospects, not just you. Each and every lead nurturing interaction needs to be relevant and useful to the recipient. If it’s too promotional or not helpful, then severing the relationship is usually just a delete button or unsubscribe link away. Make it bite-sized. The internet has changed how buyers make purchases, and it’s affected how they consume content. Today’s buyers have become accustomed to consuming bite-sized chunks of information in small free periods. Match your content to buyer profiles. Prospects find content targeted to their role or industry much more valuable than generic content. According to MarketingSherpa and KnowledgeStorm, 82% of prospects say content targeted to their specific is more valuable and 67% say content targeted to their job function is more valuable. Match your content to buying stages. Different types of content will appeal to buyers in different stages of their buying cycle, e.g. awareness vs. research vs. negotiation and purchase. Thought leadership and best practices work best during the awareness stage; comparisons, reviews, and pricing information appeals during the research stage; and information about the company, support, etc. will work best at the purchase stage. Get the timing right It’s always difficult to say exactly how often you should send nurturing contacts. One tactic is to let your prospects determine the pace themselves, choosing between once a week or twice a month and a best practice tip here is to work on a 90 day strategy plan. Please follow and like...

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Enhance Your Blog’s Lead Generation Potential

Posted by on Jan 4, 2011 in Blogging |

“Most corporate blogs are ghost towns, in terms of both content and reader engagement,” writes Jamie MacLeod from WSI, “Abandoned blogs litter the web, making the businesses that own them look lazy, uncommitted and anything but current.” A well-executed blog sets your content marketing apart from the competition—and will enhance your lead-generation efforts. To get the best results, Macleod has the following advice: Set up a manageable publication schedule Don’t post at breakneck speed when you first launch, only to slow down once your initial passion or interest wears off. Rather, maintain a steady pace with a consistent number of posts per week. “Like any good publisher, you’ll need an editorial calendar,” he says. “Plan three months in advance, but realise that you’ll also need the flexibility to blog about business-relevant hot topics as they come up.” Vet your sources You might accept contributions from a variety of sources with a variety of voices and a variety of expertise —but posts should conform to general standards of quality and tone. It’s OK to reject submissions that don’t fit. “Establish official content guidelines and an approval process that your employees can reference during content creation,” notes Macleod, “and use this to inform and explain your approval decisions.” Edit your content Sloppy typos undermine your credibility, so make copyediting an important part of the publication process. “Microsoft Word or another word processer should be used until the post is ready to go up,” he says. “Not only do you then have backup copies, but Word’s editing features are more robust than those of Word Press and most other platforms.” The Point Blogs have become serious business—and though they’re still less formal than many content-marketing channels, they still need your careful and consistent attention. Please follow and like...

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Landing Pages and Lead Generation

Posted by on Jun 24, 2010 in Online Marketing |

Landing pages are a VITAL part of your Online Marketing strategy. They are mostly used for PPC – and if you’re really savvy you’ll have a Landing Page for every ad group. If you’re dumping prospects on your Home Page and not using Landing Pages to capture them then this could result in several disastrous scenarios including: They could get lost on your Home Page If they have trouble finding your offer then they’ll give up quickly and go to your competitors Landing on the Home Page could result in the desired action being ignored in favour of some other product/service on your website that you’re not pushing You don’t want prospects randomly browsing your site. You want them to respond to your specific offer and engage with a desired Call to Action. After prospects take advantage of your offer on the Landing Page it is important you follow up with the lead. Be prepared by having follow up messages that roll out automatically. The whole idea of Lead Generation is to capture contact data and then press ahead with email and other communicative avenues. Remember to get the crucial data you need to begin a continuing marketing effort. Please follow and like...

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