Answers: 40

Joined: Jan. 31, 2019, 11:47 a.m.

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  • How to curate a video content?

    The rise of video content has opened up huge opportunities for marketers and businesses. It helps them to grab the audience’s attention easily and stay on the customer’s mind. Unfortunately, we are flooded with an overwhelming amount of videos. And that is what video curation is made for. Video curators spend hours watching of videos, gather them in a playlist, find the best videos on topics, and distribute to a network of the audience. So, how to properly curate video content? • Create a strategy Good curation of video content requires a strong plan. Decide how much effort you want to put on your manual research and what can you do using internet tools. There are many helpful tools on the internet that can help you to automate your tasks, but nothing really can replace the human factor. Research sites and platforms that produce unique video content and what topics are you going to focus on. • Choose the content Find recent content from the websites that regularly update their content. Feature videos that may be interesting and valuable for the consumers. They should be related to the theme of your brand as well. Focus on telling some story rather than simply selling. • Add your own content to the videos Add your own title and description. Think if the commentary or summary would give you even better results and try it. You can also add your own clip to an existing video and point back to the original one. Remember that the length shouldn’t be exaggerated. Short pieces work best. • Think about the quantity Consider how many videos should you present and how big are they supposed to be. Stick to your strategy. Remember: it is best to have a diverse collection of video content, but not too many. • Share Make your content easy to find and share. Tag your videos properly, provide a comments section and encourage the audience to submit their own videos.

  • Feb. 11, 2019, 10:06 a.m.
  • How to market a product?

    Marketing a product should always start from the basics: defining who is your ideal customer (target audience) and then finding your competitors, identifying possible sales channels, developing your brand’s story. When all of that is done – it’s time to create your marketing strategy (basing on previous information) and launch your plan. Here is a guide that helps you with marketing your product effectively and within your budget: Tell your story Storytelling is becoming more and more important in everyday product marketing and the brand’s identification. To be true – no one wants your product. People want an experience caused by having it. Your role is now to convince them that your product will bring them that experience. Tell your brand’s story and how did you come up with the idea. Show the audience your ideas, philosophy and bring some emotions such as love, joy, sadness or nostalgia. Try different communication channels No matter what kind of business you run, it is always worth to risk and advertise on many channels. The Internet is very responsive and boosts engagement, television and radio have big reach potential and improve brand’s awareness. Try out social media marketing, content marketing, and outdoor ads and analyze what works best. Stand out from the competition Try to find a way to do something different from them. Be willing to fail. If your competitors do the same old thing being afraid to lose, your position will grow eventually. Nothing ventured, nothing gained! Be consistent Stick to your strategy and philosophy and try not to experiment too much. When you have people’s trust, it is easy to break it by doing moves that don’t match your brand. If you do something against your brand perception, you can easily get the label of being fake and dishonest. Of course, don’t be boring but before making any changes – think twice.   Marketing a product is a constant search. Stick to your plan and be creative – you will always worth it.

  • Feb. 11, 2019, 10:09 a.m.
  • How to plan a digital marketing budget?

    Beginning of the year is always the perfect moment to resolve your company’s budget and plan the expenses for the coming year. Every business should decide how much to spend on marketing and what channels and platforms will be used and what won’t. How to plan a digital marketing budget? Here you have the guide: Establish your business goals At the very outset, you must decide what is most important for you. Is your goal to increase online conversions, get more leads, build the trust or maybe something else? Depending on your goals, your channels and distribution of finances will differ. Determine the overall marketing budget You cannot plan money spending if you don’t know how much you can spend. Consider what percentage of revenue you can allocate for your marketing budget. It depends on the size of your company, brand recognition growth goals. Find your perfect channels This shouldn’t be complicated if you have a strong strategy and your goals defined. Different digital platforms demand a different budget. For example, email marketing and social media are still relatively cheap, but SEM may be more expensive (again, it depends on many factors). Consider what channels would help you to achieve your goals efficiently. Divide the channels and planned activities in categories. Assign budget amounts to categories This can be the most challenging part. Assign a monthly budget cost to categories. What categories are the major part of your strategy? Measure the expected results and if something isn’t working, don’t be afraid to change it. Remember that your budget allocations will differ depending on the goals you established. That is why the previous steps are so important and cannot be dismissed. Planning your digital marketing budget can be difficult and demand a lot of research and, to be honest, sometimes it can be a real fail. Remember that everything you plan will have a huge impact on how your company would work in the future. Good luck!  

  • Feb. 11, 2019, 10:12 a.m.
  • How to create the perfect customer onbording?

    Customer onboarding is the process of a new customer (user) goes through to become familiar with your product or service. The way you onboard your new clients set the tone for your future relationship with him. It also increases the value of your brand in their mind, as well as turning usual users to accurate fans. This process can help your business to reduce customer churn for maximum profitability. How to create a perfect customer onboarding? Here you have a guide: Create a customer onboarding strategy Doesn’t sound so romantic, right? But it is the most important part of every business activity. You won’t build a perfect onboarding program without creating a strategy first. Otherwise, you run the huge risk of being ineffective. Set up your goals, now! Get to know your customer First of all, you need to understand your customer and see his expectations. What values does he want a product to provide? What and why does he need your product? Communicate You won’t achieve anything without constant communication. You must show your customers your value and be honest. Avoid common mistakes such as not performing enough legwork, lacking a clearly written process, creating information overload or forgetting basic customer service. Don’t ignore analytics. Making assumptions is the worst you can do. Ask for feedback Create a custom checklist. Remember that every client is different and keep in mind that it should always be a personal experience. Take the results personally. Remember to make it short and simple. Don’t stretch your clients’ patience. Measure your effects It’s all about your business and its improvement. Collect customer feedback, track key metrics, identify friction points and analyze everything. This is the only way to get to know what’s working and what should be improved. Customer onboarding doesn’t start when someone buys something from you. It begins for the first time that an individual comes in contact with your brand. That is why building a seamless experience from the beginning is so important.

  • Feb. 11, 2019, 10:15 a.m.
  • What are elements of a successful brand messaging strategy?

    Every brand needs its voice. Brand messaging is the whole coherent language and phrasing that appear on your marketing materials. Proper messaging provides words that help your clients understand a company’s values. They tell a story that drives peoples excitement. It is much more than just a slogan or tagline – it’s everything that your brand says to promote itself. What are the elements of a brand messaging strategy that works? • Understand your customers You just must know them well. It is impossible to develop a successful strategy if you don’t know who it is aimed at. First of all, try to get as much information about them as you can: who are they, what do they care about, what language do they use in everyday life? • Find what is your unique selling proposition An attractive unique selling proposition is the heart of every brand messaging. If you want to be successful, you need to get to know what is worth to highlight in your messages. What makes your brand unique? What would your clients find unique? Why would people choose to buy from you instead of your competitors? • Set your goals How do you want to be perceived by the audience in the future? What do you stand for? Set a clear goal analyzing the previous information and decisions. • Choose your brand style strategy It is the foundation of your marketing strategy. How will you try to sell your brand? There are many different styles, depending on the industry, size of your company and its position on the market. • Tell a story That is not a secret – good stories sell. Every brand has a story, but a good story makes your customers emotionally connected with your brand. Your knowledge of both your philosophy and the customers’ values comes in handy at this point. • Create key pieces of your brand Now it’s the perfect time to be creative. Draft your overall company tagline and other messages. An ideal tagline should be short, memorable, unique and intriguing. Moreover, think of other elements of your brand’s identity such as logo, brand colors, imagery, shapes, fonts and more.

  • Feb. 11, 2019, 10:19 a.m.
  • What is the most important while creating push notifications?

    Push notifications are a relatively new type of digital advertising. It is not expensive and turns out to be very effective. It is an easy way to reach to more customers. Some consider them to be spammy, but studies show that almost 70% of app users enable push notifications. Moreover, now they are accessible for desktop as well. What is most important while creating them? • Use pre-permission messages These are interstitial screens that appear before the permission-asking message. You should tell about the values and types of messages people will get once opted in. • Send messages that your audience want There’s no point sending out push notifications about things that they don’t care about. Keep it relevant and always connected with your brand. • Frequency Timing is crucial when it comes to push notifications. Find the best time of day and stick to it. Studies have found that 3 pm works best. But remember that this can be different in your business and it depends on the users. Always think about YOUR customers. • Align them with your other channels Your push messaging should align with platforms such as social media, website, email, SMS and more. Chose what works best to you. • Tailor your messages Nowadays everything is all about personalization. It goes more beyond addressing a user by his name. You can personalize based on people’s travel history, interests, behaviors, and demographics. Fitting the audience is the key. • Make users feel like insiders Your recipients should feel exclusive. Give them information that no one knows about but them. Maybe you can reveal the news of job offers before the official announcement? • Know your analytics and statistics You always should analyze and utilize the data. You have the ability to track user’s activity and actions connected with your messages. Focus on localizing any mistakes and optimizing your process.

  • Feb. 11, 2019, 10:21 a.m.
  • What are the most important elements of leads generation?

    If you want to sell your product or service, lead generating should be one of the most important parts of your marketing strategy. New leads in the first and big step of gaining a real customer. Lead generation campaign is based on a lot of elements, but here are the most relevant ones: • A good offer Of course, you can try to generate new leads without having a good product or service, but your shortages will come to light quickly. Optimize your offer and make it as good as possible, analyzing your prospect’s needs and values. • Landing page Your website is the most important marketing tool you can have. Choose your URL that reflects the campaign name and make your landing page a destination for an ad. A good landing page is informative but it doesn’t distract users at the same time. Less is more. Remember to make your intentions clear. Tell people what will happen when they click the button? • Strong and clear call-to-action CTA is a good starting because it tells people what to do next. It should be informative, short and attract to conversion. People should have the reason to click the button and give you their email addresses (or other contact information). Maybe some discounts, e-books or free webinars would work? • Choosing the method for lead capture Social media ads, email marketing or other ways to capture leads? The way for visitors to became leads should be simple and easy. Eye-catching ads are good but an empty clickbait is not. • Finding the best analytics reporting tools There are many helpful tools you can use at the beginning of your lead generating a campaign that will help you collect data. Without analyzing your results, you really don’t know if the campaign has worked well or it was a failure.

  • Feb. 11, 2019, 10:24 a.m.
  • What are the best Wordpress plugins for marketing?

    Well-optimized and perfectly running website is the key to successful online marketing. WordPress gives us a huge amount of plugins, made just for helping marketers to achieve goals such as increasing sales or traffic. We have picked some of the best of them. • Yoast SEO — commonly used SEO plugin that makes the process of delivering SEO improvements to our website easier. It helps with XML Sitemaps generating, content analysis, snippet previews by suggesting new solutions for potential SEO problems. • Autoptimize — this plugin is easy to use, even for non-technical marketers. It improves the speed of our website. It also aggregates and caches scripts and styles, as well as moving and deferring scripts to the footer. • Featured Image Optimizer — it is an excellent plugin to get more clicks. It also allows you to run A/B split tests on your website for featured images. • Title Experiments Free — it helps with picking the right version of your post title based on A/B split testing. It allows you to add multiple titles for a single article. The plugin will randomly show one of them to the users and then calculate how often they are clicked by the users. • SEMRush — wide and intuitive use are the biggest advantages of this tool. It helps you with SEO, content planning, social media, and paid marketing. You can simply analyze your website as well as your competitors’. Finding the best keywords and creating the best strategy have never been so easy. • Smush — that plugin is simple but powerful. It quickly compresses and optimizes your images and makes them remain high-quality while reducing their sizes. Doesn’t that sound amazing? • Google Analytics by Monster Insights — You can easily connect that tool with your Google Analytics account and track all the performance of your blog directly from WordPress panel. With these seven tools, achieving your goals will be so much easier. Try them all and get us to know if they’re good for you, too!

  • Feb. 11, 2019, 9:51 a.m.
  • Is it worth to invest in online advertising?

    Yes, it is! If are even wondering if online advertising is right for your brand, I have a quick answer – it is always a good option, no matter what business you run. Everyone is on the internet, your target group including. Here are some benefits of making online advertising a part of your marketing strategy. • Targeting – various ways of targeting prevent from reaching an unwanted audience and getting empty ad clicks. Your ads will be shown only for those people that you decide! Can any other media do this? • Reach – people now use the internet do everything – shopping, news and as a music and TV shows platform. If your customers are online, you should be too. Your ads will be working 24 hours a day and reaching not only a paid audience but also an organic one! Everything thanks to sharing possibility. • Engagement – no other media platform allows you to connect directly to your audience. You know how much time your customers spend interacting with your ads, your website or online store and whether ad led to real conversion. • Creativity – Online ads are kings of creative marketing! Many platforms and tools help you with preparing the best campaigns using any (or all) of them, depending on who your audience is and what your goals are. You can test, change and adjust your ads just like you want. • Cost – digital advertising channels are still relatively cheap and accessible to any brand comparing to traditional platforms such as TV or the radio – no matter if it’s a new, small startup or a giant company. Rates are set through a combination of ad location, site, performance, and individual demands. Online advertising should be an essential element of any brand’s marketing strategy. It provides numerous benefits and is definitely worth investing in some budget.

  • Feb. 11, 2019, 9:59 a.m.
  • How to design a user friendly marketing form?

    You cannot get new valuable leads without well-prepared marketing form. there are many variables that you must consider before you design one. Balancing between asking for details you want to obtain, designing it in the most pleasing form possible, and trying to not to scare people away, may be hard. It is not a secret – marketing form on any website must be user-friendly. How to design it in that way? 1) Keep it simple Don’t ask for too much information and try to reduce the number of form fields as much as you can. Make the design of the form simple as well. Consistency and plainness play a big role in building people’s trust, so don’t overwhelm them. 2) Put the clear title Title of your form is the first thing your visitors will see, so try to make it as much communicatory as you can. They should know what do you want from them and will they receive by return. 3) Choose the words carefully Again – don’t be intrusive by confusing sentences and weird questions. If some of the information you ask for may seem unnecessary, explain why do you need them. Don’t make your sentences too long, because people won’t read them and scroll your form down. 4) Align text to the left of the column It is the natural way to read on the internet so it increases the possibility that people will read everything and fill the form. 5) Don’t ask for very personal information Consider what data do you really need to collect and analyze why. I guarantee that there are many questions on your draft that are unnecessary for you. Do you really want them to tell you their last name, birth date or phone number? People don’t like to share their personal information, so asking for the number can be a warning that you are going to call them without unknown reason. 6) Optimize the other elements Use proper spacing between the form labels, split them into sections. Make sure your marketing form is fully responsive on many devices and your call-to-action button works. It is important to give your email address that people can contact to when something goes wrong with the form.

  • Feb. 18, 2019, 10:25 a.m.
  • How to optimize a website for lead generation?

    Nowadays standing out from the competition is not easy. Your website makes a huge impact on how your customers or business partners will perceive you, and, finally, if they are going to decide to buy something for you. Lead generating is one of the most important topics that every company puts an effort in. Websites are great tools for doing that. The purpose is simple: make your visitors to give more information about them and next convert them into customers. But how to optimize a website for lead generation correctly? • Less content is more Flooding your visitors with much information possible is probably not the best way to convince them to stay with you. Make it clear adding as most informative as you can. A good copywriter will help you with that, so don’t save on him. The results will pay off. • Appearance and architecture of information The lead generating website should have a modern design that will inspire trust. Focus on the good quality of photos and graphics. Adjust the appearance to the needs of your visitors and company profile. The website is for your clients, not for you. Take care of the intuitive and clear layout and use expressive fonts.   • Contact forms There would be no conversion without contact forms. The moment in which users decide to fill in the form and give you some information is crucial in the conversion. Stick to the limit the number of fields on the form. More and more people are sensitive to issues related to the protection of personal data and are reluctant to provide their contact details.   • CTA buttons CTA is to motivate people visiting the site to perform the activity you expect from them. The more effective and more eye-catching CTA is, the more leads you generate. Put CTA in the right place — before you post CTA on the site, think carefully about where you should place it.   • Pop-ups and widgets Pop-ups and widgets are an inseparable element of the lead generating site. They inform about free trials, discounts, and remind of the possibility of subscribing to the newsletter.   • Social proof  Customers like to follow the opinions and recommendations of others. If you have a lot of positive reviews, potential customers will be more willing to cooperate with you. Place customer reviews and recommendations, as well as case studies.   These are key components of a well-optimized website. If you pay attention to them, you will definitely notice an increase in the number of leads.

  • Feb. 11, 2019, 10:32 a.m.
  • How to re-use your old blog content?

    Re-using (or repurposing) content is finding new ways to recycle your old, existing content such as blog posts. Many bloggers forget that new followers probably didn’t come across their old content, focusing more on delivering new concepts. However, reusing old blog content has many benefits and furthermore, it does not require much effort. Besides delivering your followers your older posts, it can help you with reaching a new audience as well. So how to re-use your old blog content? • Infographics Infographics are becoming more and more popular through the internet. They are extremely informative, easy to read and even easier to share. They usually require extensive research. But when you have done this part already, all you should do is to find what topic would look the best as an infographic, select the main information and design the graphic. New followers (especially from social media) guaranteed! • Social media posts Speaking on social media – they are the perfect way to re-use your old content as well! SM posts are becoming longer than they were a few years ago. Twitter has doubled the character limit, Instagram has its own, new trend with extremely long photo descriptions, and Facebook becomes a knowledge-sharing platform. Try to re-use your old content by making condensed social media post with best tips. • Podcast/video This can be probably the easiest way to re-use old content, but it requires a little courage. The only thing you need is some good recording device (you should focus on the high-quality sound – the image doesn’t have to be that perfect) and suitable post that is worth your effort. Reading your old content at loud should bring all the "lazy" audience. • E-book A free one, of course. Making a full e-book from your blog content not only will help your audience to get the whole knowledge in one place but also it will generate new leads. Ask for an email address as a requirement to receive an e-book and watch your contact base growing.   As you see, there are many ways to re-use your old content. Give yourself a moment to look through all of your posts and think what can you do with it.

  • Feb. 11, 2019, 9:54 a.m.
  • How to get more qualified leads?

    Getting qualified leads by using email marketing and social media isn’t just about telling your audience to buy. You must attract them with something that would be valuable for them. Remove barriers and offer them the best content that you can. Interest them and inform. Here are some best tips and ideas to generate more qualified leads that work: • Offer lead magnets People aren’t going to sign up and give you their email addresses only because you have a newsletter. You must attract them and give them something back: that can be an e-book, course, checklist, tip list, webinar replays, tools, product samples. Remember that your lead magnets should be related to your target audience interests and preferences. That is why one of the best ways to offer lead magnets are Facebook Ads. All the insights you can get there would be helpful to create content that attracts your potential customers. • Upgrade your content Inserting new upgrades and ideas is really helpful with converting qualified leads. It is less-intense kind of lead magnet and much easier to share. Improve your content constantly by implementing solutions such as e-books, tutorials, videos, email series, webinars, podcasts, swipe files or mini e-courses. Everything that can be useful to your audience. • Encourage your employees Try to implement one principle: rewarding every employee for lead referrals. They should be eager to try more when they know that they will gain something. Your marketing and sales teams’ efforts and goals must be closely aligned. • Ask customers for referrals Make some effort and send your current clients a short survey, asking them about your service and if they would refer you to their friends. Respond personally to each of them and thank for genuine answers. You’ve not only made an opportunity for reaching their friends but also you can use their opinion (if they agree) on your website. A strong proof of your competences is the key for attracting new qualified leads!  

  • Feb. 11, 2019, 10:01 a.m.
  • What is opt-in form?

    An opt-in form is often used in e-commerce marketing form used for asking customers for permission to send them newsletters, sales, and other marketing materials. Well created opt-in forms can convert traffic and generate new valuable leads. There are a few kinds of opt-in forms presented by marketers to website visitors: Pop-up– usually used on the homepage or product pages. It, as its name says, pops up to the visitor screen asking for an email address (or other relevant information) and telling the potential reward for the customer (it can be a valuable newsletter, inaccessible content, sales etc.). Landing page — depending on your strategy, this kind of form can be successfully used as the reason for making the whole another site. There are many benefits of this solution such as simpler analysis of statistics, more professional look, and more successful conversion funnel. This solution, however, needs some investment in the right tools and optimizing them. Widgets built-in across the main website — some businesses don’t require building another website just for creating an opt-in form. On the other hand, pop-ups sometimes may seem intrusive and irritating, especially if they are hard to close and avoid. If you are not that interested in generating leads for your newsletter, you should consider building in a special widget, optimized for this special purpose and composing it in a visible place of your website. When someone wants to find a form, he can do it easily on his own. Double opt-ins Actually this is not another different type of opt-in form, however, it is the way marketers increase prospects quality and inspire their trust. Double opt-in adds another step to the whole process by requiring visitors to confirm the information and the agreement of signing in. It reduces the number of recipients but really pays off at the end.

  • Feb. 18, 2019, 10:31 a.m.
  • What are best practices for opt-in forms?

    It is known that good opt-in form on your landing page or website is the easiest way to get more email subscribers. But creating a form that really works well and improves your email ROI is not so easy. Here are some of the best practices for opt-in forms. Make it visible It must be located in a place that gets a lot of eye traffic. Avoid putting it at the footer of your website. Bottom of your blog posts and sidebar are one of the best places. Try to avoid intrusive pop-up forms that annoy people and can be simply blocked by ad-blocking tools. Give the reason and value There’s a lot of valuable content you can provide for an opt-in such as e-books, white papers, access codes, gifts, extra content, or free reports. You must simply tell your visitors that they will get some extra additional content in exchange for their address. Don’t ask for too much information Do you really need users' last name, telephone or birth date? Try to get only the most common and relevant information: first name and an email address. The name allows you to put it into subject lines of your messages so better don’t give it up. Try a double opt-in form Double opt-in forms protect your emails from getting marked as spam. This method requires users to complete the form and respond to your confirmation email. It reduces the number of recipients but increases your prospects quality at the same time. Be careful with the CTA button Instead of using the most common "Subscribe" version (which is boring, to be honest), try something different. Use the value of your extra content and put on your button something like "I want an extra knowledge". If that seems weird, maybe "join us" would work? Every opt-in form is different and it should be! Try different versions and places and analyze your results. The best option is the one that works for you.    

  • Feb. 18, 2019, 10:39 a.m.
  • How to create a call-to-action button for B2B?

    In B2B business, not many website visitors convert into leads. People are more careful with what they want and don’t really need to get more information as they see on the site. Whether your offer is, you should definitely work on your call-to-action and try to find that one solution that increases the number of generated leads to some percents. So, how to create the best call-to-action button for B2B marketing? Here are some tips: The design Consider what can you do to stand out and make the design eye-catching. Avoid using the same could as your background is. Opposite colors work best but it doesn’t have to be the one and best option for you. Remember that the design must be visually adapted to the rest of your site. The message A good and convincing message is key. Avoid making it general like "click" or "click here". Try to explain the results of the clicking. "Buy now", "Check the offer" would probably be more effective. Use the time pressure technique by adding "now" or "only 7 hours left". Although many people consider them artificial, try to emphasize the magic word "free". It still works, even in B2B. The place There’s no one, right place where call-to-action should be placed because it depends on many factors (such as creation and context). But there are places that you should avoid — the left side. Visitor’s eyes are commonly directed to the right and that is where you should put your CTA. The content When you don’t have valuable content and a good offer, even the perfect CTA wouldn’t help. If you try new CTA versions and none of them is working, the reason can be somewhere else. Focus on improving your offer and then change your CTA. B2B clients are more suspicious and less eager to sign in every time they have the chance.

  • Feb. 18, 2019, 10:43 a.m.
  • When is the best time to email your customers?

    Sooner or later, every owner of an online store that uses e-mail marketing, will ask himself this question. Unfortunately, there is not one perfect answer here. Despite the fact that each recipient and each group is characterized by individual preferences — we can rely on a series of studies that coincide with the e-commerce market. Does the perfect day even exist? According to data provided by MailChimp, the best day for sending emails is Thursday — the open-rate ratio was the highest that day. However, it is worth noting that only slightly higher than on the other working days. Sending messages on the weekend does not give such good results, and Sunday seems to be the worst. In turn, according to Experian's reports, Monday is the best day in terms of generating orders from e-mail marketing, and on that day you can usually generate the largest sales within the whole week. The perfect moment to send promotional mailings seems to be Monday or Tuesday. If we send a promotional mailing on Thursday, it's rather a small chance of customer satisfaction before the weekend. What about the hour? The GetResponse research results show that messages get the best results after an hour of sending them. During this period, 22.6% of the messages are opened. Messages sent in the evening reach the highest opening rates. The period between 21.00 and 22.00 works best. Messages sent during these hours have obtained an opening rate of 36.2%. Emails sent between 19.00 and 20 get the open rate at 26.5%. Try your best solution However, the most reasonable solution is to find the best day for mailing based on your statistics of messages sent. Of course, key information will be included in open and click indicators. Check which day of the week generates the highest open rate. However, it is a good idea to monitor this data to update the shipping day. In this way, there is a good chance that the messages you send will achieve the best results. So I have one advice — try to analyze, don’t fully rely on the research.

  • Feb. 18, 2019, 10:46 a.m.
  • How to improve conversion rate for B2B?

    In B2B marketing, increasing conversion rate is one of the top priorities of every company. It generates more quality leads and opportunities to drive revenue. High conversion rates mean that the percentage of visitors who have taken some intended action on your website is high. This action can be many activities such as downloading more content (like an e-book), filling out the contact form, or subscribing to your e-mail newsletter. As you see, many of them simply generate new leads. So how to improve conversion rates for B2B? Here are some of the best tactics: Clear and simple website design The user-friendly, easy-to-navigate and clear website is the key to driving conversions. If your website still needs changes in this matter, you should focus on that. Visitors should find what they need easily. The product is the key In B2B business your product is your service and… you. Focus on explaining what you offer them and tell about your motivation and experience. Perfect website with even the most excellent design won’t replace good offer with a solid product and adequate price. Establish trust All you communicate must be trustworthy. Add some testimonials from your satisfied (and real!) customers and improving case studies. Make the contact easy — place contact information with an address, so they will know that you are a reputable company. Target only high-quality leads Ensure you are targeting your message to the right audience. Focus on your perfect client and don’t distract with making content for people you don’t even want reach. Analyze your target market and create the best strategy. You must be effective. Put CTAs in visible places Don’t hide it too far down and don’t make CTA not clear enough. The CTA button must be visible and a message must be clear. If don’t — visitors will be confused or distracted by the rest of the website content. Answer the possible objections This step demands to look at your own business from a different perspective. Of course, you consider your offer as the best on the market, but what would be any possible objections? Write them down and think about your answer. You must convince potential clients, not yourself.

  • Feb. 18, 2019, 11:13 a.m.
  • How to start using dynamic page content?

    Dynamic page content adapts to the user's behavior and preferences in real time, using behavioral and transactional data collected on the marketing automation platform. Advantages of this solution are: • real-time reaction – website adapts to the visitor when he is actively using it • adequacy - it exactly matches people’s needs • embedding the message in a specific context - for example, the proposal to send information about the start of the season is displayed when people are looking for tickets How to start? 1) Decide what dynamic content meets your needs and the needs of your visitors. The possible content you can use: - personalized banner - it can display content tailored to the user's interests, his involvement or the stage of the sales funnel it is currently in. It can be used in win back campaign – personalized banners can be used to display special offers and discounts to people who have not made purchases for a long time, so as to re-encourage them to take advantage of the offer; It can be also helpful in profiling the group of recipients - banners are excellent material for conducting A / B / X tests. - recommendation frame - a mechanism keep the user on the site for a long time. The great advantage is that it works practically immediately - visitors view items or services from one category and immediately see the offer of similar things from the offer. - dynamic pop-up - based on knowledge about the user's interests, shopping history and even the subpage on which he is currently on, display to each individual content referring to what he was doing, or still doing on the site. It is extremely helpful in lead generation and progressive profiling. 2) Choose CMS For creating a dynamic website you can use many platforms such as Dreamweaver or WordPress. They will help you to create and manage a dynamic website without any code language or programming knowledge. Those CMS systems have many tools and plugins that can be used to create any dynamic website on your own.

  • Feb. 25, 2019, 9:38 a.m.
  • How to build trust with clients online?

    The process of building a client’s trust in online business is time-consuming and difficult. Earning the loyalty of online customers is not such a simple matter, especially with people who do not believe others in general and do not trust ads. It is not an easy challenge for business owners to gain their trust, but once it is achieved, the positive effects can be seen quickly. So what to do to build trust with clients online? Create a professional and responsive website There are several factors that you should consider to work on: speed of page loading, proper navigation, aesthetic simplicity adapted to your industry, and quality of information published. Professional website captures the attention of your audience and builds trust. Make it easy to contact you Many people make their purchases only on websites with visible contact information. People are afraid of getting deceive, so leaving your real and email address and phone number build their trust immediately. Create a comprehensive "About Me" Page Good "About Me" should contain a history of your business, your philosophy and values, and a brief introduction to your service. It is worth to include awards and other major accomplishments. If you want, tell anything about you as a person. It will perfectly humanize your company as a trustworthy brand. Provide a quick help FAQ or chat with the employee is excellent solutions. They can dispel any doubts and qualified team member has the opportunity to collect some new information about customers at the same time. Add some social proof Reliable testimonial from your satisfied clients can help you to get trust from potential customers. It is important to ask people to give feedback about your product or service. Avoid stock photos This common solution doesn’t convince customers, because it takes the personality away from you. People who browse different pages a day can quickly recognize similar pictures from the same stock website. They prefer brands with a real character, so it is worth investing in high-quality photos of your products and team members. Social media presence Prepare a strong social media communication strategy, stick to it and be patient. Brand’s professional image building activities and making the real bond with the clients throughout social media is a long process but worth the trouble.

  • Feb. 18, 2019, 10:52 a.m.
  • What are the most common lead management mistakes to avoid?

    Email messaging is one of the most effective marketing forms. If you succeed in getting people’s emails, you can contact them many times. There are a lot of potential mistakes you can make. So what are the most common mistakes to avoid? 1) Not having a dedicated landing page  Using a proper landing page optimized for generating them is a crucial tool you need to bring to life. A dedicated website helps with optimizing the conversion process. 2) Not offering the valuable prize Your lead magnet must be useful to your ideal clients a totally unhelpful to others. Why? You don’t want to have people who are uninterested in what you do on your mailing list, right? 3) Too long or too extensive lead magnet  The shorter and simpler your lead magnet is, the better. Not because you shouldn’t share your knowledge, but because of losing clients’ attention. People, especially on the internet prefer brief content. It should help customers and answer their potential questions after a few minutes of reading or watching it. 4) Too complicated process of getting the "prize" It must be sent quickly (automating tools should help with that). People click on the button and leave you their email address for some reason. Probably they want some additional knowledge that you offer. Don’t risk losing their interest in technical problems or a long and complicated process of getting it. 5) Too general content Being too general and speaking of everything doesn’t help with getting people’s attention. What is the possibility that you tell them something that they already don’t know? If you try to avoid these common mistakes, there’s a better chance that your lead magnets will entrance your audience and convert leads into real customers!

  • Feb. 18, 2019, 10:56 a.m.
  • How to create accurate customer personas?

    Creating customer personas is a good way to segment your clients. Based on social demographic data, customers’ interests and any other relevant information you build something like a real person. This approach helps with better understanding your potential clients and see them differently rather than just data but the person who hide behind it. It also allows defining your target group. So how to create accurate customer personas? 1) Start with the research With no extended research, only you can do is guessing. And this is probably not the best option. Projecting the persona is preceded by research, both quantitative and quality. First, you have to do is to create a questionnaire. Collected statistics help with grouping all the information, dividing your target into groups, and focusing on the next step better, which is quality research. This can be done by observation, individual interviews or even usability test (during which people behavior while using the product can be observed). 2) Analyze your collected data Find any similarities such as sex, age, education, profession, marital status, place of residence, material status, problems, interests, values etc. Gather as much information as you can and try to divide your customers into more homogenous groups. 3) Make descriptions Before you start creating person descriptions, follow the patterns that appeared in your analysis. These are the core of the descriptions you should make. Remember that your descriptions should be concise and each persona must be very different from each other. 4) Focus on the details Remember that every persona should be described in details. She/he has to have a name, short bio, and history. Each of your personas must represent the essence of groups created based on your previous research.  

  • Feb. 18, 2019, 10:58 a.m.
  • Should email subject letter be capitalized?

    Many marketers and copywriters who deal with e-mail marketing on a daily basis face this challenge: what title give to the e-mail so that it is not omitted from the recipients. Often, the idea is to capitalize every letter of the title so it will be more visible. However, does this have an impact on the open rate, and maybe only annoys your audience are even less likely to open such a message? Or maybe it's better capitalizing only the first letters of words? Let's find out. The decision seems like an aesthetic one, so it be should totally based on your own preferences, style and of course, the context.  Capitalizing the first letter of the subject line gives the title more professional appearance. However, for long subject lines, this solution may be a bit overwhelming. Moreover, capitalizing every letter looks like shouting. It works on very special occasions such as promotions or big discounts, but in everyday newsletters will be very exhausting for your recipients. If every message is THAT important, then nothing is special. To be honest, the only proper way to determine the best approach is A/B testing on your particular audience. Inntopia made such testings which proved… not much. They have analyzed their emails open rate comparing messages with titles including each word capitalized and only the first one as well. The results weren’t much different. When just the first letter was capitalized, email open rates were a half percentage point higher than their more title-like counterparts. Instead of about 16.2% open rates, they gained 16.7%. So, capitalize or not capitalize? It really depends on you and the style you prefer. The best option is to test it on your recipients and analyze yourself what option gets the higher open rate. One thing you should remember, that whatever option you choose, you should be consistent about it. It’s part of your brand’s signature style, so don’t change it too often.  

  • Feb. 25, 2019, 9:40 a.m.
  • What are the best Wordpress marketing tactics?

    If your business website is powered by WordPress, your activities shouldn’t be chaotic and with no strategy prepared. What are the best WordPress marketing tactics that can help you with optimizing the site, generating more leads and engagement and, finally, sell more? Here are some of the best ones: Focus on your SEO The biggest power of WordPress websites is the possibility of continuous work on Search Engine Optimization. It demands some patience and knowledge but is totally free. High position in Google rank provides much more views and increases the number of potential customers. There are many tools and plugins that you can add to your website that help with better optimization. A/B test your landing page and titles A/B tests may be time-consuming but with WordPress plugins, it is easy and definitely worth trying out. Collected statistics give insight into the testing process and help to see which areas need some improvement. There’s not a secret that good title and headline are the keys to attract people with your blog post. It is a good idea to try to test different options on your audience and analyze what works best and what is not. Enable comments No matter what business you run and what is the purpose of your website, you should at least consider enabling comments to some of your posts. It increases engagement, helps with building a connection with customers and allows to get some feedback about your offer or content. It is extremely helpful when something is not working as you wish and you don’t know the reason. Export leads to your sale CRM If you use your website for a lead generation, you can use WordPress tools to directly import contact information to your customers into your CRM. It can also help with tracking audience behavior that allows you to set up new conversion opportunities. WordPress is full of helpful tools that are worth trying. Basing on your needs and business profile and goals, you should find plugins that allow you to do almost anything.    

  • Feb. 18, 2019, 11:03 a.m.
  • What is customer centricity?

    Being customer-centric means putting the customer at the center of all the business’s activities. Client’s welfare becomes the biggest and longest lasting value of the company. More and more companies start to increase the powerful role of the customer experience and its value to finding, defining and answering clients’ needs and problems. Customer centricity demands to adopt customer relationship management at the core of the company’s hierarchy. This also means adapting some new, customer-centered strategy that needs reorganization of plans, education, and measurement of all the activities. This requires a whole new different approach and identifying the company as itself. Instead of asking questions such as "What product/offer can we sell to our clients", you should start to ask "What do our clients need to help them with". Instead of "What relationship do we need to establish with our customers", ask "What relationships do our clients expect to establish from us". Instead of "How can we make people give us their money", ask "What we can do for our clients and what value do they need to perceive in our offer before they pay us". Customer centricity gives you control because of the knowledge of your customers’ expectations. Brands that are committed to customer centricity focus on building relationships with clients and believe that without them, they cannot succeed in business. This approach also helps to better analyzing, planning and implementing new strategies and activities that will be more profitable and increase customer’s loyalty. Many companies and organizations start to becoming more customer-centric. This tactic doesn’t mean that you shouldn’t improve your offer. You should! But now, with constantly focusing on clients’ needs, you know how to do it and what would they pay for.

  • Feb. 25, 2019, 9:44 a.m.
  • What is the most important in customer centricity?

    Being a customer-centric organization is the key to unlocking the big potential of the client’s value. If you want to add this approach, you should put yourself in the customers’ shoes and minimize his effort and maximize the value of your offer. What are the most important things to remember in customer centricity? • Understanding your customer This knowledge is a Holy Grail of creating an effective strategy focused on the client. Perfect knowledge of your customers, their needs, requirements, problems, objections, and challenges is the most important. You can blindly look for the needs your business can fulfill, but you will never be successful without knowing your clients' specific approach. Investigate the market and remember to constantly analyze how your clients are changing themselves. • Focusing on problem-solving Once you know what problems your clients are struggling with, what they like and what they lack in their daily lives, you can find solutions to these problems more easily and effectively. The company's entire activities should focus on providing customers with solutions to their real problems, not looking for new ones. • Taking care of the relationship with the customers Customer centricity is a constant and constant improvement in their relationships with clients. Treat them as part of your business family that you need to look after. When the customer feels that you are interested in him and respond to his needs, he will not seek help from your competitors. • Constant feedback and adapting to suggestions Always ask questions about customers' needs and whether your offer meets their requirements. Many tools will help you to do this, but social media are, for example, very effective. Thanks to their interactivity, you can know the needs and objections of customers completely free and in a natural way. All that remains is to analyze and adapt your offers to these requirements. • Proper measurement of effects There are two relevant customer-centric metrics that should be monitored: the churn rate and customer lifetime value. First one focuses on acquiring new customers (which is more difficult and expensive but you cannot forget about it). The customer lifetime value measures the profit your company makes from any given customer. It helps to understand why and how to invest in keeping your already existing customers.

  • Feb. 25, 2019, 9:47 a.m.
  • How to use SMS marketing to generate more leads?

    If you want to reach more people with your marketing messages and get a much higher open rate, there is one option you should definitely check out: SMS marketing. SMS messages have very high engagement rates (they are opened more often and get responses). Moreover, all phones accept SMS messages. How to generate more leads with SMS marketing? • Send special discounts and offers It is the easiest way to inform your customers about your discounts and promotions. This solution, rather than traditional e-mail messages, makes people feel more exclusive and helps with building trust. • Write an Auto Reply You can use it as an opportunity to introduce yourself and send any relevant information. Remember to include a shortened link your website in the text as they can easily go to read more. • Encourage people to sign up to receive exclusive deals It works excellent especially for restaurants and any service-based companies. It is a great way of increasing engagement. • Ask for reviews This can start a conversation with your customers and receive their opinion. Make sure your questions are short and easy to answer (Yes/No or on number scale). • SMS chat That is some replacement for website chats with one big advantage — it eliminates long waiting. The message comes directly to their phone. • Remind about appointments Text messages are a more effective way of reminding customers about appointments and confirming their will to show up. Ask them to reply to your message with a simple Yes or No. These were some of the best ways to use SMS marketing for lead generation. Remember to always ask people for permission before sending any messages, and don’t spam your customers unless you want them to sign out quickly. Good luck!

  • Feb. 25, 2019, 9:54 a.m.
  • How to warm up cold leads with Marketing Automation?

    Everyone probably deals with them – you have an old lead that went silent a long time ago. First, he was interested, he even left his email and then… nothing. He could go to your competition or he just wasn’t ready for the purchase. Whatever the reason was, there should be no excuse for you to stop your attempts to engage and attract him. Marketing automation caused that cold leads that would have normally been ignored, can now be availed with some automated communication. How to warm this lead up using marketing automation campaign? Personalization campaign It works because it is based on using the prospects name in the subject line of the email. Directly speaking to the recipient automatically gets his interest, and he’ll click the message right away. There are many tools that can help you with personalizing emails by name or even by location. Remaining campaign Ask “Is now a better time?”  and see how your recipient reacts. Maybe he just forgot about your existence, and he is still interested in your product or service? Most of the people receive a huge amount of messages a day, and they ignore every email besides ones coming from their relatives or collaborators and marking them as spam. Special promotion It works well especially if you can give the recipient the opportunity to test your service or tool for free. A 14 or 30-day free trial version is an excellent way to re-engage him. A special discount should work well too. Valuable content Sometimes catching title and a special offer are not enough. Use your blog or landing page as a platform for sharing valuable content, that is both connected to your everyday activities and user interests as well. Of course, making the content part cannot be fully automated and demands some work but becoming the authority pays off in the future.   As you see, good content and personalizing messages play the key role in the warming up process. But remember: if your campaign is not enough to reactivate some cold leads, don’t be afraid to “kick” them out of your system!

  • Feb. 4, 2019, 12:20 p.m.
  • How to use digital marketing to attract more leads?

    There’s no doubt that converting leads into customers is one of the priorities of every marketer this time. But what are leads? In simple words, leads are your potential clients acquired as a result of marketing activities. Precisely – it is a set of information about people that allow you to start selling your products. How to use digital marketing to attract more leads? Here are some best examples of tested techniques: E-mail marketing In this case, you are already in possession of having your lead from the very beginning, because you know the recipient’s email address. However, you can use email marketing to heat up your leads. For example, send a mailing directing to your landing page, where you can ask for a phone number. Your lead base will have another information about specific clients. Search Engine Optimization SEO increases the position of your keywords in Google and the number of visitors to your website. For example, someone goes to your site or blog after searching for an interesting topic. After reviewing your content, you can convert him into a lead by obtaining the contact details (for most it would be an email address). Social media This is a relatively cheap way to generate leads. Because of lots of possibilities both in targeting and creation itself, you can easily attract new leads and get new customers with almost no effort. In this case, Facebook remains a giant with the biggest potential. Mobile There’s no secret that mobile is a king right now, and most of any website views come from mobile sources. If your site is difficult to navigate on mobile devices and load slowly, then using your website becomes annoying. The mobile-friendly website, optimized for the user experience is the key to generating leads from it.  

  • Feb. 4, 2019, 12:44 p.m.
  • How to create a value proposition?

    A strong value proposition is one of the most important conversion factors. It is the first thing your visitors should see on your website. It must tell people how your offer can solve their problems, what benefits they can expect and why should they buy from you. What should include the perfect value proposition? Eye-catching headline — it must be concrete and simply show visitors one biggest benefit of your offer. This should be easy to remember and exciting line that makes you stand out. Short subheadline -This is the place for a detailed (but not too wordy) explanation of your product or service and who can be its ideal recipient. Bullet points — List of 3 to 5 the most relevant features and benefits that can impact your perfect customer. Strong visual elements- you should add some short video or image that highlight your message and awakens visitors’ imagination. 5 steps on creating an effective value proposition: 1. Get to know your competition — this is a crucial step if you want to stand out from your competition and offer something new value to your customers. Without knowing the competitor’s offer, you won’t create an effective message. 2. Get to know your audience — do the research and analyze what your target needs and what product/offer benefits would work for them. Make a list of all the benefits. 3. Identify people’s problems and concerns — You must know them if you want to make an accurate solution to these problems. 4. Link these benefits with the values of your offer — try to identify what values your product/offer bring to your customers and fulfill their needs and solve their problems. 5. Distinguish yourself as the perfect help and values provider — explain why does your offer help them and how do you stand out from your competitors.

  • Feb. 25, 2019, 9:52 a.m.
  • What is relationship marketing and how to use it?

    Relationship marketing focuses on individual communication with each client. It aims to build, develop and maintain a relationship between the customer and the company. It is easier and cheaper to maintain the loyalty of an existing customer than to win a new customer.  A loyal customer will rather return to you instead of turning at the competition. It increases the possibility that he will recommend your brand to a friend as he has positive associations with it. Thanks to relationship marketing, communication primarily captures information important from the point of view of the client, not yours. In this relationship, the customer is the most important part of your activities. How to use it properly? Improve your customer service – you must make this a part of your company’s values. Train your customer service employees so they will talk to clients more effectively and handle any difficult situations. You can also encourage them to deliver high customer satisfaction by rewarding those who give outstanding service. Create a loyalty program for your customers – this is also a reward, but for loyal customers. It makes the real bond between you and your clients and encourages them to feel more special and exclusive. Use some tools to personalize fit your offer to their actual needs. Give your customers the best content – This the perfect way to educate the audience and give them some extra added value to your traditional offer. You can make a blog (which can improve your Google position as well), create a helpful video series or sent valuable content by e-mail newsletter (such as e-books, podcasts etc.). Ask people for feedback – nothing makes people more connected to the brand than answer for their needs and suggestions. If you can apply them to your offer, it makes it even more accurate and irreplaceable.

  • Feb. 25, 2019, 9:51 a.m.
  • What is social listening and why it matters?

    Social listening is the key to every audience research. By simple words: it is the process of tracking and monitoring online conversations around the specific industry, brand, phrases, topics, and keywords and discovering new opportunities to create new products or content for those audiences. Social listening helps to identify customer pain points and surface feedback. Why does social listening matter? Tracking any mentions and notifications about your brand allows to create an engagement strategy and identify any blind spots you should work on. Here are some benefits that you can gain from social listening: 1) Prioritize and evaluate feedback from the audience That knowledge helps you to create better offerings, content, and advertisements for your target groups. 2) Identify your advocates You can quickly get the sense of who the important, natural advocates and influencers are. You can simply connect with them and get the opportunities to collaborate with them. More followers guaranteed. 3) Learn what people think about you It is an essential part to get the insights into where you fit in the marketplace and analyze if your content and social messages express what people think about you. You can also use it to check how you stand out from your competition and learn what they are doing in real-time. 4) Improve customer engagement Engaging in audience’s conversations about your brand has never been that easy. If you know what where and when people talk about you, you can simply provoke other conversations. 5) Modify your marketing strategy in real time It also helps you to identify the sources of positive and negative social sentiment as well. Your customers share a lot of useful information about what is good and what is bad about your company. That knowledge helps you get to know what changes are you supposed to make across various channels. There are many tools that are made only for a social listening purpose. It doesn’t have to be a tiring job – everything can be automated.

  • Feb. 4, 2019, 12:40 p.m.
  • What are the most common mistakes in implementing a customer-centric strategy?

    Implementing a customer-centric strategy requires some different approach to managing the company and application new changes. If you do it right, you have the big power on understanding your customers’ needs, values and problems. If you don’t – your activities will fail. What are the most common mistakes that you should avoid while implementing a strategy based on customer? • Not knowing who the actual customers are This is the first big mistake that some companies may do at the point of preparing for creating an actual strategy. Assumptions about your potential clients and nor relying on solid research may cause big issues at the core. This can lead to even bigger problems that you won’t solve without reorganizing planned activities from the beginning. Take some time and money to get to know as much as you can about your audience. This is the most important basis for the future. • Not implying customer-focused leadership Every activity must start from the highest levels of the company. The first thing to do should be training the managers and other leaders how strategy and approach will change and give them instructions o hand over to their subordinates. If managers don’t understand what is changing and why they won’t implement them to their departments. • Not designing the experience Many companies that started to implement a customer-centric strategy can struggle with no visible effects. Instead of focusing on designing the magic around the customer experience while using the products, they do everything to make their messages sound proper. So, first, you should get to know what clients’ needs then explain to them how your products work and how they can improve their life. the use process must be exceptional unique so they will remember and repeat your "instructions". • Not measuring the results or measuring metrics that don’t matter If you don’t measure your effects, you won’t know what mistakes you make. Make an effort and find the best tools that will help you to measure and analyze the results of your customer-centric activities. Remember to focus both on your actual clients and potential customers as well. This is the only path to develop your brand.

  • Feb. 25, 2019, 9:49 a.m.
  • What is ABM? (Account based marketing)

    A growing number of marketers, especially in B2B, are embracing Account Based Marketing as part of their overall marketing strategy. Account Based Marketing (sometimes also called Key Account Marketing) is a special type of approach to marketing communication, focusing on narrowing the target group specific recipients or potential company's clients (accounts). A characteristic feature of ABN is directing all marketing messages to that specific group. What are the benefits of using Account Based Marketing? • It helps the company to focus on key customers. They have the biggest potential to generate much more revenue and other benefits. • It enables the marketing and sales teams to communicate with the right people during the most important transactions. • It provides to build a stronger bond with clients and develop the potential of long-lasting business engagement. • It helps marketing and the sales teams to cooperate better and make leads into real clients faster and more effective. • It allows making more personalized messages, created particularly for an individual client. That approach is essential when aiming your efforts at one, high-value account. How to create an account based marketing? 1) Identify your key accounts Analyze your customer base and pick the high-value ones. Who does fit your definition of an ideal client? 2) Create the individuals within selected accounts Identify who can influence the final buying decision. Make a list of people who you should persuade to take an action. 3) Prepare targeted marketing campaign Always keep in mind building strong relationships and personalizing all the messages. Your campaign may include different tactics such as email, ads, special events, and more. 4) Execute your campaign Choose your team members and assign tasks. Now it’s time to implement the campaign. 5) Measure the results and optimize Track the account engagement and optimize your campaign. Give yourself some time to generate the result and then adjust your tactics as necessary.

  • Feb. 4, 2019, 12:23 p.m.
  • How to use chatbots for sales?

    Chatbots are more often used in marketing as multipurpose tools to optimize and automate multiple processes, no matter what type of business you run. They’re relatively cheap and those advanced ones can help you to deal with many customers without doing it personally. They don’t demand to hire and train new employees and have more and more options to increase sales. So how to use their potential? Create relationships and interest By initiating a simple conversation with potential customers, chatbots cause them to engage with the brand. The most important thing is: the whole process is fully automatic. The relationship is the first step to encourage people to be interested in your products or service. Many people want businesses to be accessible 24/7 and without chatbots or full-time service, it is not possible to gain! Help people to make a purchase decision By using chatbots, you can easily provide any important information about your brand and products to help leads make a decision and weed out unqualified leads as well. Bots can answer customers’ questions and sent valuable content. Help to create the strategy You can use all the data on the customer collected through chatbots to create a new marketing strategy. When you know how to promote your business, just promote and sell. The final part of your sales funnel is the purchase action. That is why your data is so crucial. Retargeting Based on the people’s purchase history, chatbots can suggest other items from your offer that might interest them. Customers are more willing to re-purchase. This is the key part to make your usual client becoming regular customers.   Properly used chatbots are irreplaceable data-collecting tools that every business should consider. They’re a perfect way to automize the whole purchase process and collect important data about your customers. You should definitely try them, no matter what type of business you run.

  • Feb. 4, 2019, 12:34 p.m.
  • How to gain enterprise-level acquisition as a SMB?

    Small and Medium-sized Businesses (SMB) are companies that, by the accepted definitions, have less than 100 employees (for small) or less than 1000 employees (for medium-sized). There are currently over 5 million SMBs in the US. Generally, SMBs have much smaller resources and limited budgets. From the very beginning, they must work on better strategies and constant development to not fail in the first crisis. Often, people who run those businesses also have a lack of knowledge and experience on how to do it effectively. As a result, many of these businesses are finally failing and give space for new ones. A high rotation is a good chance for the competition. Selling a product (or service) by SMBs is not like selling of enterprise-level businesses. There are big differences, but you are also aware of them. How to gain enterprise-level acquisition as an SMB? • Multi-channel approach To reach new clients with bigger potential, you will need a multi-channel approach. It's worth following changes and adapting your offer and advertising to clients and media in real time, keeping in mind external changes of the market and environment. • Focus on matching the client Take advantage of the growth, stability, and potential savings that your offer can bring to your clients. Identify at what stage is your target now, and make sure that the offer is matched. Bigger fit - bigger customer satisfaction. In addition, by creating a tailor-made offer, you gain more time and energy to acquire new customers. • Say goodbye to some old clients Reducing the number of customers is crucial to the company's development. It is particularly important to SMBs because it not only increases higher due to the lower stability of the company, but smaller clients do not have as much sales potential as the larger ones. Focus on customer segments, acquisition channels, and your real profit. • Focus on enterprise level businesses’ clients There is a huge difference between enterprise and SMB clients. Small customers constantly control and reduce budget expenses, but paradoxically tend to be more willing to spend money. Unreasonable. Enterprise clients focus more on stability and processes. Create consistent offers and direct them to customers who are able to pay a lot for a high-quality offer.

  • Feb. 25, 2019, 10:50 a.m.
  • How to make better marketing videos?

    Video marketing is one of the biggest and most powerful internet marketing trends in 2018 and 2019. Video content is comfortable to receive and engages the audience more than written content. This does not mean, however, that all you need to do is create a video and it will get popularity and sales itself. You need to know how to do it. So, how to make better marketing videos? Get to know your audience Well-designed video or even the entire video marketing campaign is the basis of your success. However, to know what content your viewers will fall in love with, you need to get to know the viewers themselves. Doing research and analyzing the results allow you to define the target, ways of how they use the internet, their interests and favorite types of content. Only then, based on collected data, you are able to determine what kind of video to create.   Show some storytelling Storytelling has extraordinary power. It takes people to places and stories completely detached from their everyday life. The more awesome, thrilling, funny or exciting your story is, the better. Note that even in traditional TV ads, it is always better to watch a colorful advertisement that shows stories than those based on facts and product showed on a white background.   Take advantage of current trends Content presented in social media is slowly displaced by new trends. More and more effective (as well as engaging and interest-inspiring) are, for example, live videos, very short social media stories, virtual reality videos and augmented reality videos. If you know your audience well, you can predict what form would they like and test different solutions to attract their interest.   Show your product well Remember this at the stage of creating the script as well as recording and post-production. Video marketing is still marketing, so you probably have a specific goal. And if it's not some inspiring slogan for a better idea, this video is probably about your product. Make sure that that product is properly presented in the script, and show it in the right light and background. It's your offer that has to shine and excite the audience.

  • Feb. 18, 2019, 11:18 a.m.
  • What books should every marketer read in 2019?

    Beginning of the new year is always the time to make some resolutions. Many people have a strict plan to read more: sometimes 4 or even more books a month. Most of those books should be some industry books which can extremely increase their competences. But what about marketers, who can find the whole knowledge and noticeable information on the internet? Let’s just say that not everything is free and fully accessible. But what is worth reading? Here is my list of books every marketer should read in 2019! 1) How Brands Become Icons by Douglas B. Holt Huge inspiration from the giants. The author lays down what marketers should focus on communicating with customers. Follow and take tips from iconic brands such as Mountain Dew, Harley-Davidson or Volkswagen. Read, analyze, and reach for the stars! 2) Brand Identity Breakthrough: How To Craft Your Company’s Unique Story To Make Your Products Irresistible by Gregory V. Diehl A must-have position, especially for marketers who are at the beginning of creating new brand or rebranding existing one. Big guide on the brand identity and ways to make the company unique. 3) How To Win Friends And Influence People by Dale Carnegie Doesn’t sound like marketing connected? If you think so, this book is just for you! The author explains how important people’s relations are and what to do to be more influential while making friends or business partners. You don’t promote your products for anybody, right? 4) The Ultimate Sales Machine: Turbocharge Your Business with Relentless Focus on 12 Key Strategies by Chet Holmes Holmes explains how to tune up businesses by spending only an hour per week and what areas every marketer should improve. He shows the importance of building and improving relevant skills to see discernable differences. 5) Rich Dad, Poor Dad by Robert T. Kiyosaki Actually, this is the book everyone should read, no matter if he’s marketer, salesman, CEO of some big company or just someone who wants to handle his money better. The author shows how significant role finance plays in the marketing segment.  

  • Feb. 4, 2019, 12:28 p.m.
  • How to use videos for sales emails?

    Standard offering of seasonal promotions, discounts and giveaway may not be enough to convince the customers. A modern marketer knows that the brand, wanting to maintain interest, should show its personality. Not only to sell, but also to educate, play, and build relationships. Video sent in the newsletter is a great tool to make real contact with your recipients. Tell engaging video stories by email. How to use videos for sales email properly? By composing video in the content of the email You can present your multimedia materials to recipients of the newsletter in the following way: 1. As a static graphic with the "play" button, depicting the frame from the movie. The image is linked to an external website with multimedia content, e.g. YouTube or Vimeo, where you can view the entire material. 2. As a GIF animation made from several frames of prepared video material. Video in the email thanks to HTML5 With the introduction of HTML 5 and CSS3 technologies, an email can behave like a media player. You can implement the HTML5 code path, and the movie file will become an integral part of the email.   What video content can you send in sales emails? Introduction video — this can add some personality and a "face" to your company making the message much more personal. This instills recipients’ trust immediately. You can introduce yourself, your team or send a brief introduction of your future cooperation. Product/service demonstration — this is the most effective way to demonstrate your offer. It is easy to receive and doesn’t demand anything of your recipient (besides his desire to watch your video). People prefer watching than reading, so use that. Follow-ups — you can make a video cycle by sending short videos focused on one topic in a few parts. If you have valuable but long video content for your customers, divide it into parts and send in several messages. Client’s testimonial — This demands your clients’ permission but there’s no more effective way to gain peoples’ trust than a reliable testimonial. It is worth asking for it, especially if your clients are satisfied with your service.  

  • Feb. 18, 2019, 11:23 a.m.
  • Is social media important for product launch?

    The answer is quick and easy: yes, it is. We live in times when many businesses’ marketing strategy is completely based on social media. It is probably one of the easiest and relatively cheapest ways to advertise newly launched products. But there are many, many more benefits of it than just simple promotion. So why every brand should consider using social media for a product launch? New selling platform Nowadays, many social media platforms allow us to advertise and sell our products even without leaving the app. Instagram has its own shoppable posts feature which helps people to shop our products directly from posts or Insta Stories. Using that option, your clients can complete their buying journey on our profile, from discovery to checkout. Ability to target the right audience Targeting our ads on specific users is definitely the most powerful aspect of social media as a marketing channel. It allows you to reach people you want, based on their sex, age, interests, and many more. That option helps you to get your new products in front of the people who are most likely to convert into real customers. The perfect way to create product hype This is possible by using “pre-hype” social media campaign and product teasers. When the excitement generating process is done, you can have a distribution list even before the final product goes live. Ability to converse and engage with the audience Social media are definitely the perfect place for making long-lasting relationships with your potential customers and fans of your brand. Listening and talking to real customers has never been that easy before. Every marketer should get the advantage of that possibility, no matter if launching a company is a huge brand or just a small startup. As you can see, social media as the perfect platform to promote launched products. It has a lot of benefits, and, to be honest, almost no disadvantages.

  • Feb. 4, 2019, 12:30 p.m.