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Scooped by
Audrey T
onto Smart Small Business Marketing, by Sales Renewal |
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Does the world really need another metric to measure performance? Unfortunately, I think we do, as one of the biggest issues in marketing is a lack of agility. We need new metrics to help speed up our reaction times.
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Delivering a product page that delights customers and leads to increased conversions is easier than you think. Moosa Hemani brings us some no-nonsense advice when it comes to optimizing an e-commerce site that results in a positive user experience.
Sales Renewal's insight:
Are your product pages optimized for selling? A nice read of how to create product pages that convert with straight forward tips that you can start implementing tomorrow.
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You’re paid to make an impact, not figure out if you’re making an impact. So, why go through the effort of tracking your content on its journey across social
Sales Renewal's insight:
Online marketing is about serving messages and media to your audience at the right times in the right places with one single goal: to move them through the customer journey and drive conversion.
What makes social different from other channels is the personal referrals by sharing, liking, and commenting. Learning what types of content resonate most with your audience at each point in the customer journey will help you use content to increase conversions.
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How do you make your content stand out? By having a unique perspective. Here's how to find your core difference compared to everyone else in your industry.
Sales Renewal's insight:
USP ("unique selling proposition"), CDF ("content differentiation factor"), value prop, call it what you will... understanding what sets you apart from your competitors is the foundation of all effective marketing, whether your strategy is online-only, traditional, or a blended approach.
Nowhere is this more apparent than when developing a content marketing strategy, where you're competing for attention with billions of pages of content.
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One of the toughest things to do is to generate new content on a regular basis. Have you tried using surveys?
Sales Renewal's insight:
One of the many uses of surveys is to generate content for your blog. You can ask for feedback, report on findings, create a "top questions asked" series, and much more.
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Survey tools now allow marketers to design complex customer feedback surveys. But, it turns out, less is more when asking customers for input. See these top 3 customer feedback misconceptions.
Sales Renewal's insight:
Surveys are invaluable tools for making sure you're meeting customer expectations. Learn why simplicity is probably the best route to go.
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A simple exercise to help you find exactly what makes your services (or product) stand apart.
Sales Renewal's insight:
Defining your value proposition - why buy from my business vs the competitor - can be a tall order.
A good value proposition:
The exercise and concrete examples described in this article can help bring clarity to the process. Give it a try, and let us know the results!
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Content marketing is only effective if it’s profitable...
While there are a lot of factors that contribute to your ROI, here are 7 different ways to maximize your content’s ROI. If you apply even a few of these tactics, you can take your content from a break-even or slightly negative ROI to a healthy, positive ROI.
Sales Renewal's insight:
From "picking 1-2 channels and designing around them" to "never stop promoting," this post offers solid advice for getting the most out of your content marketing efforts.
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A content upgrade is bonus piece of information that elaborates on or complements a piece of content the reader is already interested in. The bonus is both highly valuable and in context with the page’s content so we gate the bonus by asking for an email address, a Facebook share, a tweet, or an email to a friend.
Sales Renewal's insight:
Get more out of your content creation efforts - whether you're doing the writing or have hired a writer - by creating a companion "upgrade" or bonus (tip sheet, checklist, video, slideshow) that you can promote and give away for the "cost" of an email address.
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With rising digital ad costs and dwindling ad space, stores like yours are fighting tooth and nail for the same customer attention as your competition.
Sales Renewal's insight:
The key to retention marketing - the efforts your store takes to get customers who have bought from you in the past to buy more from you more often - is understanding the metrics. Metrics give you a deeper understanding of your customers and their behaviors, allowing you to build experiences that turn one purchase into multiple purchases. This article looks at three of the most impactful retention metrics and how other companies have used them to build thriving brand loyalty: repeat customer rate, purchase frequency, and average order value.
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Wondering what metrics you should use to demonstrate value to your clients? Columnist Marcus Miller shares some of the most useful KPIs in terms of connecting SEO outcomes to business objectives.
Sales Renewal's insight:
There are many variables at play in an SEO campaign, and key performance indicators (KPIs) allow you to identify what is working — and often, more importantly, provide an early warning system if something is not moving the needle as expected. Learn some of the most useful KPIs in terms of connecting SEO outcomes to business objectives in this article.
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You’re paid to make an impact, not figure out if you’re making an impact. So, why go through the effort of tracking your content on its journey across social and the web?
Sales Renewal's insight:
Online marketing is about serving messages and media to your audience at the right times in the right places with one single goal: to move them through the customer journey and drive conversion.
What makes social different from other channels is the personal referrals by sharing, liking, and commenting. Learning what types of content resonate most with your audience at each point in the customer journey will help you use content to increase conversions.
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Score another one for email. On the heels of recent research showing that email is the top lead- and revenue-producing vehicle for B2B marketers, a newly-released study reveals that email is also the channel producing the highest ROI leads in the B2B space.
Sales Renewal's insight:
Study after study confirm that email marketing continues to be a top lead generation channel.
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Small business owners can’t afford to ignore online reviews. With this expert advice, you can turn customer reviews into a powerful marketing tool. Of all the components of digital marketing, online reviews cause the most confusion and frustration among small business owners. How are you supposed to know where customers are leaving reviews? Should you respond to them? How important are reviews to your business’ reputation?
Sales Renewal's insight:
Online reviews - love 'em, and hate 'em.
According to BrightLocal’s 2016 Local Consumer Review Survey, most people (91%) regularly or occasionally read online reviews. What’s even more striking is that 84% of people said they trust online reviews as much as a personal recommendation. Online reviews have become the new word-of-mouth marketing.
An established Reviews program is critical for any business. From requesting reviews to addressing negative comments, having a clear strategy will help you get the most out of this powerful marketing tool. Read this article for some good advice, then contact Sales Renewal to help. |
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Three case studies of how big brands deal with reputation crisis on Social Media in 2017: United Airlines scandal, Pepsi ads fail, Gitlab issue
Sales Renewal's insight:
19th century Spanish philosopher George Santayana told us that those cannot remember the past are condemned to repeat it. Here’s a bit of recent past to remember: 3 of the biggest social media management failures from the first half of 2017, and what can be learned from them.
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How do you make your content stand out? By having a unique perspective. Here's how to find your core difference compared to everyone else in your industry.
Sales Renewal's insight:
USP ("unique selling proposition"), CDF ("content differentiation factor"), value prop, call it what you will... understanding what sets you apart from your competitors is the foundation of all effective marketing, whether your strategy is online-only, traditional, or a blended approach.
Nowhere is this more apparent than when developing a content marketing strategy, where you're competing for attention with billions of pages of content.
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Discover how marketers leverage customer dialogue to shape their new product development process.
Sales Renewal's insight:
From large-scale intelligence gathering, like crowdsourcing or social listening, to a narrower, targeted approach, like focus groups and advisory councils, successful B2B businesses use customer feedback to ensure they are on track with product development.
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In today’s mobile-first world, reviews drive awareness and consumer decisions. Businesses need a comprehensive review strategy to beat the competition.
Sales Renewal's insight:
Yes, online reviews can help your business rise to the top in search results. Here's why.
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PR and SEO are no longer two different entities—they go hand-in-hand.
Sales Renewal's insight:
Bridging the divide... Removing silos between PR and SEO is the key to developing stronger integrated marketing plans.
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Link building is hard. What if your content could do the bulk of the work for you? See how well-researched, authoritative content can ensure you earn quality links long after you've stopped actively promoting it.
Sales Renewal's insight:
Content + linkbuilding = powerful SEO strategy.
And the key? Creating something that people will find and link to when they’re in need of sources to cite.This puts you in a good position to earn a lot of passive links.
This article describes the content types most likely to satisfy people in need of sources and tips on how to execute these content types.
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Learn how this company developed a successful content promotion strategy without spending more money or hiring more team members.
Sales Renewal's insight:
An interesting approach one company took to maximizing its content marketing efforts by putting into place a strategic plan that included the whole staff.
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Content marketing depends on a constant flow of quality content for both SEO and audience engagement. Here are four ways you can reuse and recycle old content for SEO and engagement.
Sales Renewal's insight:
Does your content plan include "evergreen content"? While it's critical to have a steady flow of fresh, quality content, you can often maximize your impact by including at least some content that doesn't "expire" (in other words, it will still be relevant a year from now). This content can then be re-used and repurposed for SEO and social media. 
Michel Charvolin's curator insight,
May 16, 2:42 AM
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The wealth of information available to social media marketing practitioners is staggering.
Audrey T's insight:
Don’t be fooled - a high number of followers does not equal social media success. Although “likes” and follows are where prospective customers begin their journey, these numbers aren’t meaningful as standalone snapshots. Companies typically track “likes” and retweets, but they can also track qualified leads coming from social, a company’s share of a conversation, and even the amount of revenue generated from an individual social marketing initiative.
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In this blog post, Uberflip's VP of Customer Success shows you how to define the metrics that matter and transform your data into actionable insights that save you time and resources.
Sales Renewal's insight:
It’s the age of big data, so marketers need to make data-driven decisions about when, how, and why you produce content. Content marketing metrics tend to fall into one of two distinct categories: engagement metrics and growth. Chances are, you’ll need to track both.
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The potential perils that come with broad access to consumers have led companies to take it very seriously.
Sales Renewal's insight:
There are important lessons here, for ALL brand owners, regarding Social Media's power and requirement for timely response.
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Learn the basics of graphic design, and see some creative examples of how to apply them.
Sales Renewal's insight:
Sure, you can "design" a Facebook cover or social media image using one of the many tools available (Canva, PicMonkey, inDesign, Adobe...). And they all make "good design" seem easy.
But don't be deceived. Be sure you consider "professional" design services where it really counts. Website, branding materials, and other places where you need to make a long-lasting impression. |
We've been working on our own EvE metrics (stay tuned for the results!), and agree. It comes down to understanding where to put your efforts to get the best results.