How to Define Marketing KPIs to Drive ROI

How to Define Marketing KPIs to Drive ROI

How to Define Marketing KPIs to Drive ROI

How to Define Marketing KPIs to Drive ROI

They say that what gets measured gets done. Although a marketing strategy can have softer purposes, like awareness and brand recognition, the final goal should always be generating revenue. Enter the KPIs (key process indicators). This is a way to put a number on a dream and create an actionable metric.

However, it’s worth noticing that not any metric is a KPI and not all KPIs have a connection to actual profit. The best way to create valuable KPIs is to start with the result in mind and think about the best ways to get there.

Define Your Vision

Think about the best-case scenario and write down the result you would consider excellent. For example, if you just launched your business, you could hope for $10K sales in the first quarter. Try to be as specific as possible and don’t be afraid to dream big.

Remember to create S.M.A.R.T. goals at this stage:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely

Create a Strategy

Once you know the general direction, ask yourself how you can get there. From a marketing perspective, this could mean creating a sales funnel, revamping your social media pages or using new channels. Think about the vision you have and what are the best ways to get there.

Design a Plan

Next, break down the big goal into daily or even hourly smaller chunks. Identify where are your target clients and be present in those channels. Create a simple checklist to be completed. Make sure the sum of the tasks on the list is more than your objective. Always allow a margin.

You don’t have to obsess daily over meeting the goal, but at least a weekly check can help you stay on track. If you fail to comply with your targets three or four consecutive weeks, maybe an assessment and redefining is a good idea.

Each business is different, but here are a few marketing KPIs that trigger changes in the ROI. You can use these as inspiration to define your own:

  • Cost per lead- divide it by inbound and outbound
  • Traffic to lead ratio
  • Lead to customer ratio
  • Landing pages conversions
  • Social media conversions

Still feel confused and overwhelmed by the need to measure? Get out a pen and paper and start drafting a plan before you waste any more money on likes and impressions. You spend hard cash to get even more.

How to Create Valuable B2B Content

How to Create Valuable B2B Content

How to Create Valuable B2B Content

How to Create Valuable B2B Content

If you want to engage with other companies by B2B content be sure to value quality over quantity. For this, keep your information concise, innovative and actionable. In business time is money and if an executive is giving you a chance, it should be regarded as an investment. Simply put, give them back value for their attention.  Here are a few strategies to establish yourself as an expert in your rea and make your blog the go-to resource.

Educate, but Don’t Lecture

Successful business owners and executives are life-long learners, and they are aware they don’t know it all. That’s why they are also avid readers. However, nothing makes a person close a company blog faster than a superior, know-it-all, tone.

As a subject matter expert, share your know-how in a friendly and approachable manner. Don’t use jargon and abbreviations without explaining them first. Focus on the big picture and offer additional resources for readers who want to go more in depth with a subject.

Think Needs, Not Sales

Content marketing is not expected to generate immediate sales but build a trust relationship with a prospective client. Your communication strategy should be an extended FAQ which helps the customers know you and your products better. If they see you as trustworthy and knowledgeable, they will buy or recommend you.

Don’t be Afraid of Data

Most CXOs are looking for numbers to back their decisions and studies about others who already took the steps they intend to make. If you can provide rich content doubled by data about your products or industry trends you have more chances of bringing value to your readers. In fact, 76% of B2B buyers asked for more data and benchmarks as part of the content strategy.

Use Multiple Channels

Don’t be afraid to mix, match and repurpose the B2B content you create. To maximize your audience reach create different types of relevant content and spread them over various channels. Use social media for issues that need public awareness or are visual. Create videos to explain concepts or demonstrate the right way to use your products. Don’t forget about podcasts and interviews to make your voice heard or of getting in touch with your audience. Last but not least, always refresh your blog content to bring news and boost SEO.

Feel like you don’t have the time to curate your company’s blog to bring real value to your partners and potential clients? We’re ready to offer you strategy guidance and even take this problem out of your hands.

How to Use Big Data to Create Valuable Content for Awareness

How to Use Big Data to Create Valuable Content for Awareness

How to Use Big Data to Create Valuable Content for Awareness

How to use Big Data to Create Valuable Content for Awareness

Big Data is a buzzword that has infiltrated in almost every industry that has a digital dimension. Although it seems like a paradox, content creation for marketing and awareness purposes should be driven by data, not intuition. Of course, experience and knowing your niche and target consumer help. Yet, nowadays markets are so dynamic that sometimes it is hard to keep up with trends and preferences. That is where numbers can make a difference.

Google Analytics is Your Friend

A free source of Big Data available to anyone who has a website is the insights offered by Google Analytics (assuming you already have it installed). By glancing at the top reports or drilling down in the content, you can start creating a detailed profile of your client.

Find out where they live, so that you can tailor your content to offer locally relevant tips. Their age and gender could act as the starting point for adapting your brand’s voice to match their expectations. You could even include in your content cultural references that might be relevant to people who are of a certain age.

The traffic from the organic search report shows you what their interests are. Look for the keywords they use to get to your page and create more content on those and related topics. This could help you establish yourself as a subject matter expert.

Social Media Listening

Another excellent source of free data to use as inspiration for your content creation efforts is the back-end of your social media pages. Some of these include information similar to that from the Google Analytics suite, like demographics and behaviors.

Use listening tools to analyze the way followers perceive your brand. Aim to get overview reports and also look at individual posts, both your own and from competitors. Identify those which generate engagement, mainly regarding positive reactions (likes, haha, wow, love) and the number of shares.

Try to create more content within those lines without becoming repetitive or a copycat if you emulate a competitor. Also, set your tools to follow and analyze top social media influencers to have a larger pool of data regarding preferences and trends.

For the next quarter try to generate your editorial calendar starting from data, and not hunches.

How to Use Social Media in Highly Regulated Industries?

How to Use Social Media in Highly Regulated Industries?

How to Use Social Media in Highly Regulated Industries

How to Use Social Media in Highly Regulated Industries

There are highly regulated industries including finance (banking & insurance), healthcare (pharmaceuticals & hospitals) and legal advising which are under strict requirements regarding advertising and marketing. Creating a social media strategy for these highly regulated sectors is a challenge. Yet, it should not be a reason to abandon this channel. It just requires more attention, organization, and diligence.

Do Your Research

Before developing your own social media strategy, take your time to research competitors. What are they posting about? Is there a certain frequency? What kind of graphics are they using? How do they stay compliant? Would you change anything about how they do it within the given requirements?

Set Goals

After you have a clear understanding of what is happening in your sector, develop a set of goals for your pages. What are you trying to achieve through social media? Do you want to generate awareness? Do you hope to get people to take action? Are you using it as a way to display achievement? Attach numerical levels to measure success.

Create Guidelines

 Make a list of topics which are acceptable for the online environment. Study both your industry’s regulations and social media policy regarding the types of images that are acceptable to be displayed online. Make a list of the words you can use and those that are banned. Develop a brand voice description that will be used in conversations with followers.

Learn to be Compliant

Healthcare and banking have the strictest regulations. Before creating any content, the marketer should be aware of HIPAA for social media or similar rules for the banking industry. Also, aim to have a good understanding of social media guidelines.

Create an Approval Process

In these industries, it is a good idea to have your social media content checked by a paralegal. This might slow down the creation and publication workflow. You just need to think ahead a few weeks.

Prepare a Content Calendar

Don’t rely on the moment’s inspiration, create a clear schedule of what you want to publish, complete with copy, images and relevant links. Pre-load your profiles with content and ask the paralegal to look at it before publishing.

Think in Checklists and Templates

To simplify tasks and avoid mistakes create lists (time/info/compliance/accuracy) and don’t be afraid of templates. If you have a distinctive corporate culture, these will not be boring, but create consistency.

Don’t worry if you have to manage the profiles of businesses in highly regulated industries. Just follow our steps. We encourage you to comment or reach out to us if you have comments or need more guidance.

Is E-Mail Marketing Still Alive?

Is E-Mail Marketing Still Alive?

Is E-Mail Marketing Still Alive?

Is E-Mail Marketing Still Alive?

Do you know that annoying pop-up that asks for your e-mail just seconds after you’ve opened a site? If it is not working why is everybody still stubborn to have it? Why does every business still work hard to build an an-email list if spam filters are getting stronger and people are more likely to open junk mail arriving by snail mail?

In fact, statistics show that e-mail marketing is alive and well, delivering a staggering 4400% ROI, which is way more than social media channels combined can offer at this moment.

Didn’t Social Media Kill the E-mail Marketing?

Social media is fun, engaging and creates a buzz, but it can’t be personal like an e-mail. Even with the best targeting, it can’t say “hello, Susan” like the greeting of an e-mail. This personalization drives action because people feel responsible. At most, social media influences the design of the e-mail by making it more visual.

Also, social media communication learned a lot from the digital workhorse. The tweet can be regarded as a great subject line. So, in fact, while Facebook and Instagram are the cool kids attracting all the news, e-mail is the working parent bringing home the bacon.  

Subject Lines Matter

The essential component of e-mail marketing is undoubtedly the subject line. What grabs your attention from the vast pile of advertising you get each day? A great line packs at least some of the following items: personalization (name), relevance, urgency, and making you curious. Keep in mind that you need to make it short and punchy.

In fact, there are automatic tools to help you evaluate your subject line. Most of these will teach you how to improve your scores by analyzing the words you use.

Black Friday Every Day

A pair of special events which shows the marketing potential of e-mail are Black Friday and Cyber Monday. Since shoppers anticipate the huge sales and deals for these occasions, they actually look forward to the e-mail announcing them and are more likely to open these and buy.

As a marketer, you want to replicate this behavior as often as possible, even daily. To do so, extend the strategies discussed in the subject line and the spirit of Black Friday. Make your clients look forward to your communication by including promotions and excellent deals for a limited time.

Do you have an e-mail list? If you need help in building one and crafting the right communication, don’t hesitate to contact us.

The Top 10 Skills of a Marketer in 2018

The Top 10 Skills of a Marketer in 2018

The Top 10 Skills of a Marketer in 2018

The Top 10 Skills of a Marketer in 2018

Marketing professionals are going through a transformation of the skills required to have. Creativity, soft skills, and design are still important, but taking a backseat compared to data analytics, strategy, digital channels management and SEO. Here is a list of the top 10 skills of a marketer in 2018.

Project management

Every marketing campaign is a standalone project which requires diligent distribution of budget and resources. Tracking success and preventing delays is essential to growing a brand.

Emotional intelligence

Marketing is all about creating a human connection. Interpersonal and soft skills are in high demand for most jobs. Therefore, as a professional persuader, you need to be able to resonate with your audience and communicate with them.

Storytelling

Aggressive and logical advertising don’t have much success these days. Excellent marketers are able to create stories and involve the public in the brand’s narrative. As a result, they combine different techniques, including audio, video, and graphics to appeal to the audience.

Design thinking

New-age marketers are not afraid to experiment, to prototype and test ideas. They create innovation by playing with the unrelated concept and asking the public what they want instead of assuming. Always focus on solutions, not problems.

Visual language

With decreasing attention spans, marketers are competing for a very limited resource, and we don’t mean money. The solution to this is engaging, if not shocking, visuals. Stock images are not enough anymore, you need imagination and the element of surprise.

Networking and influencers

As a marketer, you are more of a facilitator between your brand and people who can get it in front of your desired audience. You need to be able to get in touch with social media influencers, celebrities, and distributors.

Data visualization

Successful marketers rely on digital dashboards for quick decision making. They are comfortable with trusting reports and know how to drill down into data to get insights.

SEO/SEM/SMM

The challenge is to be able to think for humans and machines simultaneously. You don’t only need informative content, that is easy to read an engaging, you need content that crawl bots can index. Great marketers know how to leverage the power of paid advertising.

Omnichannel communication

Prospects switch seamlessly between channels and devices and marketers should be able to do the same. The same message should be adapted to fit into the constraints of different platforms and seem native to those environments.

Analytical skills

Marketing is becoming a data-driven domain. Excellent professionals should be able to gather, visualize and interpret big data to create marketing strategies.

How many of these skills do you feel confident about? Are you ready to upgrade yourself and your team or do you think you need the help of professionals?