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

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.

Top 10 Best Plugins For Image Galleries (or Other Feature) in WordPress

Top 10 Best Plugins For Image Galleries (or Other Feature) in WordPress

Top 10 Best Plugins For Image Galleries (or Other Feature) in WordPress

Top 10 Best Plugins For Image Galleries (or Other Feature) in WordPress

They say an image is worth 1000 words, but how about more pictures displayed artistically? WordPress is the first choice of a wide variety of businesses in need to show their work. Freelancers like artists, photographers or designers also choose this platform to highlight their latest creations. For visual coherence and optimization purposes, it is best to select a dedicated plugin for your galleries. We have a list of the top-rated options, with some pros and cons. 

FooGallery

This is a drag-and-drop gallery plugin offers shortcodes. We love the fact that it is open-source and developers extend it regularly. The out of the box options include styles such as responsive galleries, polaroid and cube displays and masonry arrangements. Some layouts come in light and dark themes to accommodate any color schemes. If you love Instagram-like filters, this is the tool for you. It has frontend filtering and advanced options. The only downside is that it can be a little intensive on resources.

Envira Gallery

One of the most feature-rich options available, the Envira tries to do it all. From the ease of use given by the drag and drop interaction to WooCommerce integration and watermark protection, the developers are continuously polishing this product. This is for someone who loves order and has a keen eye for SEO and is looking for a semi-automated pagination option.

NextGEN Image Gallery

The workhorse of the WP image gallery section, with millions of downloads, is the first option for beginners. It is excellent for displaying albums and slideshows. Also, a smart choice for being responsive. In fact, if a gallery is not offering this, it shouldn’t be on your list at all. Nice features also include the ability to add watermarks and resize/crop options. The UI is not so brilliant and could be enhanced by a drag and drop module.

Modula Image Gallery

This plugin promises to be lightning fast and reliable. It takes a more cinematic approach to displaying images by adding load effects and hover effects. Learning from social media preferences, it offers filters, and social sharing options to help visitors with the “Sharing is Caring” mantra.

Photo Gallery by Supsystic

A minimalistic gallery which offers instant image optimization, video support and is fully responsive. Design features include different page styles like masonry, polaroid, carousel, and horizontal scrolling.  We love the individual customization option for each photo. Unfortunately, the video gallery is only available in the paid version.

Selecting Ambassadors and Collaborations on Instagram

Selecting Ambassadors and Collaborations on Instagram

Selecting Ambassadors and Collaborations on Instagram

Selecting Ambassadors and Collaborations on Instagram

Sometimes beating your own drum on Instagram won’t get you too far. The best advertising is when other people endorse you. Extra points if these people are knowledgeable in the industry, trustworthy and have enough followers to make a difference for your baseline.

First, you need to get straight some terminology. In this game, you have bloggers, influencers, and ambassadors. The first can range from a very local influence to national, household names. Usually, the number of followers dictates the status, and most influencers have at least 10K fans. Ambassadors are selected from influencers and develop a closer relationship with the brand.

Initial research

When selecting your ambassador or just a collaboration you need to start by researching their profiles. Look at the hashtags they use, the reactions they get per post and even the color scheme. All these elements need to be in tune with your communication.

Research their endorsement terms and check if these match your projected budget. Inquire if they only take cash or would be happy with a product exchange. Usually, the higher the rank of the influencer, the less likely they will work just in exchange for products. It never hurts to ask. Create a list of “most wanted,” “highly preferred”, and “ok”.

Look at the numbers

Speaking of numbers, fill in the previous list with relevant metrics. These include the total number of followers, the average number of reactions per post (engagement rate) and demographics.

Don’t be afraid to ask the potential collaborators for relevant statistics from their back-end. It is not intrusive; it’s just due diligence. If they refuse to offer their engagement rates or other statistics that is a major red flag.

The key is to go for the sweet spot which balances the reach, engagement, and budget.

Picking the wrong ambassador

Selecting the right ambassador is a delicate matter, and sometimes even big brands fail. For example, using Oprah (14.8M followers) for Windows 8 was not the smartest move.

The key to social media marketing is authenticity. Although people know sponsored posts exist, and ambassadors make money, they still want to feel a connection.  

Another mistake not being on the same page with your ambassador, either the message or even as tone. They already are a brand on their own, don’t try to change them to match yours. Just select wisely from the available pool.

Do you think you know how to select a brand ambassador or you feel overwhelmed by the number of possible choices? Give us a message if you think you could use some guidance in choosing the Instagram face of your company.

Why Every Business Owner Needs To Have An Opt-in On Their Website

Why Every Business Owner Needs To Have An Opt-in On Their Website

Why Every Business Owner Needs To Have An Opt-in On Their Website

“Do I have the permission to give you more information about a particular product?”

This is what opt-in marketing does; it is requesting the reader or the website visitor for the permission to be sending emails to them.

Initially, businesses would send emails to recipients without their consent. What would likely happen if you received an email from a company without your permission?

Most probably, you would get angry, mark the email as spam, maybe report the sender, develop a negative attitude towards the seller and swear never to do business with them ever.

On the other hand, if a website asks for your permission to send you emails, you have the power to accept or decline. If you accept, it is most probably because you are interested in the products, services or the information they offer.

Reasons why every entrepreneur should use an Opt-in

An opt-in is a gate. It is a gate to a world of endless opportunities. These are the opportunities that an opt-in presents to your business:

 

You can build a tribe of followers

Why do I need another tribe when I have a Facebook page, Twitter, Instagram and the other social media platforms?

Answer: Because you do not own those platforms. You have just rented them to build your community of followers on them. Building a community of email subscribers gives you full ownership and control.

 

Tapping into a larger audience

Did you know that there are over 4 billion email users? Can you compare this to the 2.2 Billion Facebook users?

There is a general perspective that social media has a more significant usage than emails. However, the facts say otherwise. Opt-ins presents you with the opportunity to tap into these large numbers.

 

Having a chance to build relationships.

Whenever a person signs up on the opt-in, they are raising their hand and saying- “Yes! Me! I’m interested”.  

You can, therefore, take advantage of this and build a relationship with them. It is an opportunity to warm them up to the point whereby they can become a customer.

Also, email is personal. It is unlike social media where most people go to keep up with the Kardashians. Most people open their emails to check for specific updates or information. They open the email when they are in a motivated state of mind. Therefore, an opt-in gives you the opportunity to communicate with the potential lead in such a state of mind- They are more likely to take action then.

 

To increase traffic to your website

When you have a list of subscribers, you can alert them every time you launch a new product, post a new blog, you have an offer and so on. This redirects them back to the site to keep up with the updates, and it creates a stream of traffic to your site that is not dependent on the Google ranking. This gives you freedom from worrying about the changing Google algorithm.

An opt-in is a MUST have for any business owner. With the email subscribers, you get from the opt-ins; you can increase your traffic and your sales independent of Google and other social media platforms.

IGTV Versus Facebook Live and YouTube

IGTV Versus Facebook Live and YouTube

IGTV Versus Facebook Live and YouTube

IGTV Versus Facebook Live and YouTube

A new cool kid is on the block, and it’s taking everyone else by storm. IGTV, Instagram’s native broadcast tool now offers the opportunity to upload longer videos, up to 10 minutes. Some selected content creators will be able to upload even up to a full hour of streaming on their channels. This is a direct attack on YouTube, Facebook Live and other services, such as Periscope. But how can you, as a brand, leverage the new toy?

Make Your Own IGTV Channel

Branding is all about creating valuable content and positioning yourself as an expert. Many recognized authors have YouTube Channels with millions of followers. Switching to IGTV is a way to extend your branded content with captivating visuals and potentially a different set of followers.

The more relaxed and “in the moment” nature of Instagram allows you to upload content which is created on the spot, using just your mobile. You don’t necessarily need a script, and you can share some interesting aspects from your business or discuss a hot topic.

How is it Different From Facebook Live?

The main difference is organization. While you can save Facebook Live videos for later, IGTV comes with the idea of the channel, borrowed from YouTube. The content is stored separately from the timeline and pictures or stories. They even created a standalone app, although you can watch the content from Instagram too.

The other difference is that similar to YouTube; anyone can browse through channels for content they enjoy. On Facebook, you need to be connected to the creator (friends/follower) to be notified by the new content or to be able to see it.

What Should I Post?

If you feel you have the writer’s blockage when it comes to vertical video content, make a list. Try to put:

  •         Unique aspects of your business/process
  •         Funny traditions in your company
  •         Teasers for upcoming products
  •         Demonstrations on how to use your products correctly or in a strange way
  •         Tips and trick if you are in the service business
  •         Discussions of recent changes in legislation or the market.

Even if you have excellent video and sound quality, it doesn’t hurt to add subtitles or other graphical effects which can enhance the content.

If you are unsure how to use this new feature, you can enlist our help. Hey, we are all new to this, but we have some aces up our sleeve.

The Do’s and Don’ts of Instagram Stories

The Do’s and Don’ts of Instagram Stories

The Do's and Don'ts of Instagram Stories

The Do’s and Don’ts of Instagram Stories

Oh, the ephemeral world of Instagram stories. You could ask yourself why you would even bother to create something that automatically disappears after 24 hours. It creates engagement and studies show that people are more likely to interact with a story than with a regular posting and a quarter of users prefer stories to the feed. All the big brands are doing it and staying out of the loop gives more leads to competitors.

The Definite Do’s

1. Get in the Game

Instagram’s algorithm pushes stories to the forefront due to their short lifespan. By creating stories every day, you maximize your account’s chance of being on top of the newsfeed. You can even post several times a day, as long as you keep the content interesting and appropriate.

2. Use the Provided Tools

Stories are supposed to be fun and a little silly. Use the available items like stickers, text, highlighters, and filters. Geo-tagging the post can make it more useful by providing context. Draw, put some frames and enjoy the reactions. Polls are a tried and trusted tool for further engagement.

3. Get Social

To increase your chances of getting on top of the feed, it’s a great idea to tag others in your post, as long as it makes sense. It could be ambassadors, partners or followers. Just make sure the people or companies you tag are OK with this practice and are in tune with your values.

The Clear Don’ts

1. Refrain From Over Posting

The biggest mistake you can make with stories is to flood the feed with mindless posting. You need to keep things exciting and only talk about ideas worth sharing. Keep it engaging and a bit teasing.

2. Don’t Repost From Other Channels

It might be tempting to repurpose some content from other channels, like Snapchat, especially if the public has already validated it. Restrain from such practices since most followers could be your fans in both places, and this would only appear as lazy.

3. Be too Promotional

Even if you are looking to close a deal, people use Instagram for fun. You don’t want your story to turn into the online equivalent of the TV commercial in the middle of a good movie. In fact, it has to be worth talking about and sharing.

What are you waiting for? Get out that smartphone and jump in the “now” game. Don’t be afraid to experiment Instagram stories and fail fast. If you need a bit of advice about what is appropriate reach out to us and we’ll be happy to provide examples and help.