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10 Content Marketing Goals Worth Pursuing

10 Content Marketing Goals Worth Pursuing | Smart Small Business Marketing, by Sales Renewal | Scoop.it

Ever wonder why content marketing works well for some businesses but doesn't seem to do anything for others? Discover key factors that make the difference.

Sales Renewal's insight:

Content marketing - your blog, downloads, white papers - is quite often one of the biggest marketing expenses, and one of the most difficult to measure.

 

Adwords and email gives the satisfaction of seeing immediate, measurable results. But your investment in "content"? It's often a big unknown.

 

The goals in this article help put that investment in context: Invest in content, and you invest in your business. Consider: building trust and rapport with your audience; attracting new prospects; deepening loyalty with existing customers; helping with SEO; and even attracting strategic partners.

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Smart Small Business Marketing, by Sales Renewal
Sales Renewal’s small business marketing solutions grow your leads and sales through better, more cost-effective marketing and sales-enabling technology. They both begin by developing a comprehensive, integrated marketing plan specific to your business and then provide and manage all the diverse people, expertise and tools needed to implement your plan and grow your revenue. Visit us at http://www.salesrenewal.com/?sra=190608.
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B2B Marketers Say Email Delivers the Highest ROI Leads

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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Online Reviews: 20 Ways to Handle Bad Reviews, Boost Your Reputation & Win New Customers

Online Reviews: 20 Ways to Handle Bad Reviews, Boost Your Reputation & Win New Customers | Smart Small Business Marketing, by Sales Renewal | Scoop.it

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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The typography fix that could have stopped the Oscars Best Picture blunder

The typography fix that could have stopped the Oscars Best Picture blunder | Smart Small Business Marketing, by Sales Renewal | Scoop.it
I’m a typography expert. The Oscars flub came down to bad design.
Sales Renewal's insight:

If you ever need an easy-to-understand example of why good design matters, this is it!

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The Benefits of Installing SSL on Your Website

The Benefits of Installing SSL on Your Website | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Google want all websites to switch from HTTP to HTTPS. The ultimate goal is to make the internet & websites safer and using SSL is a way of doing so.
Sales Renewal's insight:

For several years now Google search results have shown more preference to websites that use HTTPS. (HTTPS is the secure version of HTTP, the protocol over which data is sent between your browser and the website that you are connected to.) While Google claims that this is currently a “mild” ranking signal, there are indications that this is becoming increasingly important.

 

What is HTTPS?

HTTPS helps prevent intruders from tampering with the communications between your websites and your users’ browsers. Intruders include intentionally malicious attackers, and legitimate but intrusive companies, such as ISPs or hotels that inject ads into pages.

 

HTTPS prevents intruders from being able to passively listen to communications between your websites and your users. And not only on sites that handle sensitive communications. Every unprotected HTTP request can potentially reveal information about the behaviors and identities of your users. 

 

According to Google:

 

"You should always protect all of your websites with HTTPS, even if they don’t handle sensitive communications. Aside from providing critical security and data integrity for both your websites and your users' personal information, HTTPS is a requirement for many new browser features, particularly those required for progressive web apps."

 

Sales Renewal is in the process of rolling this out to all our clients by purchasing and installing an SSL certificate on their websites and forcing HTTPS. This means that your sites URL will change from http://www.yoursite.com to https://www.yoursite.com.

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Psychological Pricing Is Your Golden Ticket to Selling More

Psychological Pricing Is Your Golden Ticket to Selling More | Smart Small Business Marketing, by Sales Renewal | Scoop.it
You want to make money. That's why you run a business. Whether you're selling a product or a service—you'll have to put a price on what you're selling.
Sales Renewal's insight:

Subtle changes to your pricing strategy can yield big changes to your bottom line.

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10 Content Marketing Goals Worth Pursuing

10 Content Marketing Goals Worth Pursuing | Smart Small Business Marketing, by Sales Renewal | Scoop.it

Ever wonder why content marketing works well for some businesses but doesn't seem to do anything for others? Discover key factors that make the difference.

Sales Renewal's insight:

Content marketing - your blog, downloads, white papers - is quite often one of the biggest marketing expenses, and one of the most difficult to measure.

 

Adwords and email gives the satisfaction of seeing immediate, measurable results. But your investment in "content"? It's often a big unknown.

 

The goals in this article help put that investment in context: Invest in content, and you invest in your business. Consider: building trust and rapport with your audience; attracting new prospects; deepening loyalty with existing customers; helping with SEO; and even attracting strategic partners.

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First Impressions are Critical in the Sale of a Business. What Impression Does Your Website Give?

First Impressions are Critical in the Sale of a Business. What Impression Does Your Website Give? | Smart Small Business Marketing, by Sales Renewal | Scoop.it
It’s often been said that perception is reality. This is especially true when you’re selling a business – first impressions really matter. And these days, most impressions of a business start with your website.
Sales Renewal's insight:

For business owners contemplating selling their business, one of the many factors that can help them achieve their exit revenue goals is better and more cost-effective marketing. This includes their online presence, which starts with the company website.

 

Not sure if your website will help or hurt your ability to sell your business? Our partner at Business Transition Academy outlines five factors to take into account.

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How Google Analytics Ruined Marketing

How Google Analytics Ruined Marketing | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Marketers in the high-tech world who use phrases such as “social media marketing,” “Facebook marketing” and “content marketing” do not understand..
Sales Renewal's insight:

Strategy => Content => Channel. This article reinforces the need for all marketers to understand the difference between a marketing strategy (what message are you trying to convey) and a marketing channel (what's the best method for conveying that message).

 

It also reinforces one of Sales Renewal's key beliefs that "there is no 'digital marketing' and 'traditional marketing.'" Sure, there are digital channels and traditional channels, but they all should be used to support the marketing strategy.

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Are You Sitting on a Lost Knowledge Time Bomb?

Are You Sitting on a Lost Knowledge Time Bomb? | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Many organizations are sitting on a ticking time bomb of lost knowledge – or lost capabilities. Here are four questions to determine whether retirements are likely to threaten your organization’s performance.
Sales Renewal's insight:

Whether you're considering selling your business or just faced with long-time employees who are nearing retirement, addressing the issue of "lost knowledge" is critical to the continued success of your company.

 

When older workers go, the performance of their organization is going to take a big hit. How do leaders mitigate these risks?

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Why Nate Silver's Problems Are Advertisers' Problems

Why Nate Silver's Problems Are Advertisers' Problems | Smart Small Business Marketing, by Sales Renewal | Scoop.it
The election surprise underscored truths about data modeling and predictive science that marketers must remember, writes Taylor Schreiner.
Sales Renewal's insight:

As marketers, we're luckier than political pollsters. We "don't just have one election; we have many campaigns. Therefore, we can use those campaigns to try different models against each other, seeing how well they predict reality. Marketers have another advantage: we don't just observe events, we control them. We can change our media strategy and see if a model reacts the way expect. Increasingly, we can even run truly scientific experiments across both digital media and television. Experiments give us access to truths that aren't generally available to the team at FiveThirtyEight.com."

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Why the Focus on Short-Term Marketing Effectiveness is Bad for Brands

Why the Focus on Short-Term Marketing Effectiveness is Bad for Brands | Smart Small Business Marketing, by Sales Renewal | Scoop.it
New research suggests the marketing industry is focusing too much on short-term marketing effectiveness and that this is having a negative impact on awareness, share of voice and ultimately profits.
Sales Renewal's insight:

Insights about strategic marketing that apply to big brands also apply to smaller companies.

 

Measuring short-term KPIs is just one element of strategic marketing. And, according to new research, this short-term brand building is not all bad. But, the key to effective strategic marketing in both the long- and short-term is to see it as a continuum of continuous improvement. Plan, Do, Check, Act. Manufacturers know this cycle, and it's time for marketers to understand it, as well.

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Google Penguin looks mostly at your link source, says Google

Google Penguin looks mostly at your link source, says Google | Smart Small Business Marketing, by Sales Renewal | Scoop.it
When we asked Google's Gary Illyes about Penguin, he said SEOs should focus on where their links come from for the most part, but they have less to worry about now that Penguin devalues those links, as opposed to demotes the site.
Sales Renewal's insight:

The more things change...

 

As with any new Google algorithm release, there has been a lot of buzz about Penguin and what it means for search results. Once again, it's been confirmed that quality is key. In the case of Penguin, Google is looking at the quality of the site that links to your site (the source site). Just further confirmation that slow, steady, thoughtful linkbuilding is the right way to do it.

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When Should Engineering Marketers Pass a Lead to Sales?

When Should Engineering Marketers Pass a Lead to Sales? | Smart Small Business Marketing, by Sales Renewal | Scoop.it

Find out how engineers answered the question: at what stage of your investigations into a new product or service do you prefer to engage with a vendor representative as opposed to conducting independent research?

Sales Renewal's insight:

1,000 engineers were asked: “At what stage of your investigations into a new product or service do you prefer to engage with a vendor representative as opposed to conducting independent research?”

 

The answers could be:

 

  • At the beginning of the process to discover the potential solutions
  • Later in the process when I need to dig deeper into a few possible solutions
  • Near the end of the process, when I need pricing or delivery information

  

The question was asked to determine the right marketing approach, from sending engineers directly to sales to nurturing them through several touch points prior to passing on the lead.

 

Read on for the results.

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The 7 Elements of Graphic Design, and How to Apply Them

The 7 Elements of Graphic Design, and How to Apply Them | Smart Small Business Marketing, by Sales Renewal | Scoop.it
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.

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What Google Analytics Can’t Tell You (And How to Get the Info You Need)

What Google Analytics Can’t Tell You (And How to Get the Info You Need) | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Google Analytics has plenty of info, but not all the info. Bridge the gap between what Google Analytics can and cannot tell you with these tips.
Sales Renewal's insight:

We're firm believers in using Google Analytics, but years ago we identified the problem with relying only on Google Analytics to inform our marketing decisions. (Read about our Call Tracking case study here.)

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Google: SEOs Need 4 Months to a Year for SEO Changes & Ranking Improvement

Google: SEOs Need  4 Months to a Year for SEO Changes & Ranking Improvement | Smart Small Business Marketing, by Sales Renewal | Scoop.it

Google released a How to Hire an SEO video this week, and one of the things mentioned is how long it takes for a site to see improvements due to SEO changes.

Sales Renewal's insight:

We’ve said it time and again, but it’s worth repeating. SEO is a long-term strategy. Anyone who promises something different is not the right SEO firm for your business.  In fact, in the recently released “How to Hire an SEO” video, Google explicitly mentions how long it takes for a site to see improvements due to SEO changes. Read more and watch the video here.

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Google AdWords Benchmarks for YOUR Industry 

Google AdWords Benchmarks for YOUR Industry  | Smart Small Business Marketing, by Sales Renewal | Scoop.it

Whether you’re doing PPC for the first time or you’ve just signed a new client, it can be daunting to know whether or not you’re doing a good job. Sure, we all want to create  ads that have highest CTRs and the best conversion rates, but what’s a good metric for one industry isn’t necessarily good for another. So what numbers should you be looking to beat in your industry?

Sales Renewal's insight:

This post was updated on 3 Jan 2017 and is chock full of useful online advertising benchmarks:

  • Average Click-Through Rate (CTR) by industry
  • Average Cost per Click (CPC) by industry
  • Average Conversion Rate (CVR) by industry
  • Average Cost per Action (CPA) by industry
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8 SEO Trends You Need to Pay Attention to in 2017

8 SEO Trends You Need to Pay Attention to in 2017 | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Knowing which techniques are most effective for driving traffic to your site is a learning curve that never flattens.
Sales Renewal's insight:

SEO is a constantly changing landscape. This article highlights eight trends to be aware of as we start 2017, including:

  • HTTPS is no longer just an option. Security issues aside, Google has confirmed it’s a ranking signal.
  • Social media will be an even larger referral traffic goldmine.
  • Mobile-first strategies have become a necessity.
  • Links will continue to be important, but they should be a by-product of excellent content.

Continue reading for details on these and 4 more SEO trends for 2017.

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The Most Effective SEO Tactics

The Most Effective SEO Tactics | Smart Small Business Marketing, by Sales Renewal | Scoop.it
The most effective SEO tactics are creating relevant content, keyword and keyphrase research, social media integration, and linking. See the findings of the research study.
Sales Renewal's insight:

According to recent research from Ascend2, marketers say creating relevant content is the most effective search engine optimization (SEO) tactic. Results also show that it's the most difficult to execute.

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13 Things to Start, Stop & Keep Doing With Your Email Marketing in 2017

13 Things to Start, Stop & Keep Doing With Your Email Marketing in 2017 | Smart Small Business Marketing, by Sales Renewal | Scoop.it

Maximize your email marketing with strategies you should start implementing, absolutely avoid, and keep up in 2017 and in years ahead.

Sales Renewal's insight:

We agree: Email marketing is a powerful tool to encourage your audience to engage with content and to nurture leads in your database along the buyer’s journey.

 

Understanding the points made in this article will ensure that your email marketing is 2017-ready.

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Content Marketing Takes a Turn for the Better: New 2017 Research

Content Marketing Takes a Turn for the Better: New 2017 Research | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Read the just-released B2B Content Marketing 2017: Benchmarks, Budgets, and Trends—North America report from Content Marketing Institute
Sales Renewal's insight:

To help you develop your 2017 Content Marketing plan, this article gathers 25 content marketing stats all in one place ... dive in, explore and learn.

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3 Holiday Networking Tips

3 Holiday Networking Tips | Smart Small Business Marketing, by Sales Renewal | Scoop.it

...Please don't just shove your business cards in your pocket and start spewing your Elevator Pitch everywhere...

Sales Renewal's insight:

Yes, 'tis the season... Here are some helpful tips from our partner ImprovAndy on how to enjoy the holidays while building your network.

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How Millennials Really Want to Engage with Brands: 62% Say Email

How Millennials Really Want to Engage with Brands: 62% Say Email | Smart Small Business Marketing, by Sales Renewal | Scoop.it

Email is overwhelmingly preferred by all generations, Bluecore Study finds.

Sales Renewal's insight:

 

This article highlights two key pieces of information for anyone assessing the value of their email communications:

 

68% of people responding to a survey about preferred brand communications in all four demographics - Baby Boomers, Generation X, Millennials and Generation Z - said they prefer to receive brand communications via email.

 

More than half (53%) of all survey respondents say their smartphone is the primary device on which they check email. This stat increases with younger audiences: 67% of Generation Z and 59% of Millennials.

 

Bottom line: keep email communications front and center in your marketing plans.

 

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Lynn Holmgren's curator insight, November 2, 2016 10:46 AM

Email communications are king according to this Bluecore study. Don't be that annoying brand that sends 5 different types of email that I need to individually unsubscribe from. Create relevant, responsive content for real people!

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What Time and Day Are Best for Social Posts?

What Time and Day Are Best for Social Posts? | Smart Small Business Marketing, by Sales Renewal | Scoop.it

One in five Americans say a brand presence on social will likely influence their holiday buys. And timing of social posting does seem to matter.

Sales Renewal's insight:

Maximize your social media efforts by paying attention to the time and day of your posting. This article reviews a study that showed when to post for LinkedIn, Facebook, Twitter, and Pinterest. With the holidays around the corner, it's not to late to make a plan!

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Website Features Checklist: 55 Features Your Site Must Have

Website Features Checklist: 55 Features Your Site Must Have | Smart Small Business Marketing, by Sales Renewal | Scoop.it

Website Features Checklist - an infographic of features that should be included in every small (or medium or large) business website.

Sales Renewal's insight:

If you are thinking of a website redesign or just want confirmation that your current site is doing the best job it can for your business, this checklist is a good place to start.

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