by Fronetics | Mar 4, 2015 | Blog, Marketing, Social Media
Social lurking doesn’t drive value; engagement drives value.
To realize the benefits and seize the opportunities afforded by social media, companies need to use the information and intelligence gathered through social listening. Another essential component for success: engagement. Engagement is a differentiator. In the absence of engagement you are a lurker. Social lurking doesn’t drive value. You don’t want to be a lurker.
To realize the benefits of social media and social listening you need to actively engage with customers and others via social media.
What is engagement?
Engagement is the act of interfacing with customers and others via your company’s established social media accounts. How can your company engage? Here are some ideas for engagement:
- Ask questions
- Answer questions
- Provide clarification
- Weigh in on a discussion/topic
- Thank followers for their ideas, suggestions, and feedback
- Highlight when/how you have used customer feedback to make changes to a product or service
- Simply let people know you are listening to their comments and feedback.
Social media can be a strategic tool – if used correctly. Engage, don’t lurk.
by Fronetics | Feb 26, 2015 | Blog, Marketing
Different marketing efforts produce different customer conversion rates. Here’s what you need to know so you can maximize your marketing efforts.
Deciding where to focus your company’s marketing dollars to attract leads and convert them into customers can be a tricky endeavor. The key to a successful marketing strategy requires evaluation beyond what’s anecdotally “working” to a more evidence-based approach. Here we pull the curtain back to reveal how certain marketing activities stack up against one another when it comes to customer conversion rates.
Tradeshows
While tradeshows continue to be a staple of most marketing departments in the logistics and supply chain industries, the return on investment can be disappointing. Implisit reports the average opportunity to customer conversion rate for all marketing channels to be 48%, but less than 30% of opportunities generated by tradeshow activity are converted into customers. Tradeshows don’t have to be a total bust, though. Turn tradeshow activities into robust lead nurturing campaigns and use social media to keep the conversation going with customers and prospects. Use your company blog to dig deeper into the issues your prospects had and turn their questions into answers addressed in-depth in blog posts. By driving tradeshow activity back to your company blog and social media accounts, you create more intimate, meaningful relationships with prospects that are far more likely to result in customer conversions.
Lead Lists
Conversion rates for lead lists are among the poorest for all marketing activities. In addition to being one of the highest cost per lead marketing approaches, lead lists can damage the credibility of marketers with target prospects and email service providers alike. Akin to a credit score, marketers who use email to reach prospects should protect the credibility and reputation of their email sender score. If you load up emails and blast them out to anyone and everyone like you would a t-shirt gun at a basketball game, your score will suffer and future emails will be less likely to reach their intended recipient. Similarly, sending generic, uninspired emails to unsegmented lists can undermine your efforts to reach high-value prospects. Work smarter with your lead lists by creating highly segmented mini-lists. Send relevant and specific material to each segmented list. Building hyper-focused lead nurturing campaigns and creating real value for 250 leads is much more likely to generate real opportunities than sending 500 leads a groan-inducing, delete-immediately email.
Webinars
On the surface, webinars seem to pack a big punch for marketers. Having a captive audience in front of which to visually promote your services or products is what marketers live for, right? Not exactly. When it comes down to closing deals and winning customers, webinars don’t live up to expectations. In fact, less than one third of webinar-generated opportunities will convert to customers. One reason for such a meager conversion rate is that most marketers tend to hold webinars as a one-off product or service promotion. Trying to produce a speedy sale by presenting and closing with a webinar turns leads cold or worse, closes deals with customers who aren’t a good match for your products or services. Building a solid, lead nurturing webinar strategy can improve your conversion rates for this marketing channel. Creating a webinar funnel and aligning webinar topics to lead positioning within the funnel builds rapport and ensures your company has the attention of the right audience.
Websites
Leads generated via a company’s website not only have a higher than average lead-to-deal conversion rate (1.5%), but also a faster average time to closing. Other marketing channels – email marketing, social media, print – often link back to a company’s website where the actual conversion will take place. Because of this, special attention should be given to the wording of calls to action, the formatting, and the ease of use of your website. Further, a robust, consistent publication and distribution strategy for website content and resources will ensure the return of visitors and increase opportunities for lead and customer conversions.
Social Media
HubSpot reports that social media has a 100% higher lead-to-close rate than outbound marketing, making it a worthwhile marketing activity for many companies. Social media allows for a more personal and nimble engagement with leads and prospects. Optimize your lead and customer conversion rates via social media by aligning content with platform etiquette, encouraging the promotion of your content by making it easy for followers to share your resources, and not limiting your engagement to leads and prospects.
Surprisingly, marketing activities that generate the most leads often don’t produce the best conversion rates. Do you see that reflected in your own marketing efforts? Which marketing channels have proven the most successful for your company?
by Fronetics | Feb 26, 2015 | Blog, Marketing
Different marketing efforts produce different customer conversion rates. Here’s what you need to know so you can maximize your marketing efforts.
Deciding where to focus your company’s marketing dollars to attract leads and convert them into customers can be a tricky endeavor. The key to a successful marketing strategy requires evaluation beyond what’s anecdotally “working” to a more evidence-based approach. Here we pull the curtain back to reveal how certain marketing activities stack up against one another when it comes to customer conversion rates.
Tradeshows
While tradeshows continue to be a staple of most marketing departments in the logistics and supply chain industries, the return on investment can be disappointing. Implisit reports the average opportunity to customer conversion rate for all marketing channels to be 48%, but less than 30% of opportunities generated by tradeshow activity are converted into customers. Tradeshows don’t have to be a total bust, though. Turn tradeshow activities into robust lead nurturing campaigns and use social media to keep the conversation going with customers and prospects. Use your company blog to dig deeper into the issues your prospects had and turn their questions into answers addressed in-depth in blog posts. By driving tradeshow activity back to your company blog and social media accounts, you create more intimate, meaningful relationships with prospects that are far more likely to result in customer conversions.
Lead Lists
Conversion rates for lead lists are among the poorest for all marketing activities. In addition to being one of the highest cost per lead marketing approaches, lead lists can damage the credibility of marketers with target prospects and email service providers alike. Akin to a credit score, marketers who use email to reach prospects should protect the credibility and reputation of their email sender score. If you load up emails and blast them out to anyone and everyone like you would a t-shirt gun at a basketball game, your score will suffer and future emails will be less likely to reach their intended recipient. Similarly, sending generic, uninspired emails to unsegmented lists can undermine your efforts to reach high-value prospects. Work smarter with your lead lists by creating highly segmented mini-lists. Send relevant and specific material to each segmented list. Building hyper-focused lead nurturing campaigns and creating real value for 250 leads is much more likely to generate real opportunities than sending 500 leads a groan-inducing, delete-immediately email.
Webinars
On the surface, webinars seem to pack a big punch for marketers. Having a captive audience in front of which to visually promote your services or products is what marketers live for, right? Not exactly. When it comes down to closing deals and winning customers, webinars don’t live up to expectations. In fact, less than one third of webinar-generated opportunities will convert to customers. One reason for such a meager conversion rate is that most marketers tend to hold webinars as a one-off product or service promotion. Trying to produce a speedy sale by presenting and closing with a webinar turns leads cold or worse, closes deals with customers who aren’t a good match for your products or services. Building a solid, lead nurturing webinar strategy can improve your conversion rates for this marketing channel. Creating a webinar funnel and aligning webinar topics to lead positioning within the funnel builds rapport and ensures your company has the attention of the right audience.
Websites
Leads generated via a company’s website not only have a higher than average lead-to-deal conversion rate (1.5%), but also a faster average time to closing. Other marketing channels – email marketing, social media, print – often link back to a company’s website where the actual conversion will take place. Because of this, special attention should be given to the wording of calls to action, the formatting, and the ease of use of your website. Further, a robust, consistent publication and distribution strategy for website content and resources will ensure the return of visitors and increase opportunities for lead and customer conversions.
Social Media
HubSpot reports that social media has a 100% higher lead-to-close rate than outbound marketing, making it a worthwhile marketing activity for many companies. Social media allows for a more personal and nimble engagement with leads and prospects. Optimize your lead and customer conversion rates via social media by aligning content with platform etiquette, encouraging the promotion of your content by making it easy for followers to share your resources, and not limiting your engagement to leads and prospects.
Surprisingly, marketing activities that generate the most leads often don’t produce the best conversion rates. Do you see that reflected in your own marketing efforts? Which marketing channels have proven the most successful for your company?
by Fronetics | Feb 12, 2015 | Blog, Content Marketing, Marketing, Strategy
7 steps to a blogging strategy for your business.
Blogging has proved to be a successful marketing strategy for many companies. In fact, a full 82 percent of companies who blog daily day have acquired a customer from their blog. Freight logistics company Cerasis acquired 98 new customers by leveraging their blog and digital strategy.
What does it take to attract prospects and acquire customers? Strategy. A 2014 study of B2B marketers found that companies who have a documented content strategy in place are more likely to consider their efforts to be effective than companies who do not have a documented strategy in place (60 percent vs. 11 percent).
Here are 7 steps to follow to develop a blogging strategy for your business.
1. Understand the ‘Why’.
The first step in the development of your blogging strategy will serve as the foundation for all remaining elements. Defining the purpose of your blogging activities and communicating them to your team will create a clear path to successful implementation. Understanding the purpose of your blogging activities means being able to answer two important questions: Why has your company decided to blog? What is it hoping to gain? Setting the strategy for your blog starts with understanding the reasons and motivations for prioritizing blogging as a marketing strategy.
2. Let your ideal customers define content.
Content will be the backbone of your blogging operation. Since you are likely targeting ideal customers with this content in order to convert them to leads, it stands to reason that you should look to them for content inspiration. Building out hypothetical profiles of your ideal customers will allow you to answer important questions such as their pain points, challenges, demographics, and job duties. Use what you know about the buying and researching behaviors of your ideal customers to craft relevant and interesting content they’d likely be searching for. Above all, publish nothing less than your most quality content. Part of building your reputation as a trusted industry thought leader is setting – and continuing – to meet expectations. You’re better off missing one day of a blog post than phoning in something that has the potential to undermine the credibility of your company.
Keywords signal to search engines when there’s a match between your content and the search term of a user. Similar to crafting content with your ideal customer in mind, keywords should be tailored to phrases your ideal customers use to research and buy. Determine which keywords you’ll be targeting and then draft a list of 5-10 keywords and associated long-tail keywords you will include in blog content.
4. Identify content distribution activities and platforms for promotion.
Once you’ve determined strategy for content creation and optimization, it’s time to make a plan to get your quality content in front of potential customers. It’s not enough to just post and pray that you’ll be found – you should actively distribute and promote blog content. Fortunately, the proliferation of social media has made it easier for companies to reach their target audiences, but not without competition. Reusing blog posts and repackaging content in different forms – such as infographics, summary tweets, & photos – will help break through the noise of competitors.
5. Assign responsibility.
Decide what your day-to-day blogging operations will look like. Who will be accountable for each function of your blogging strategy? The size and resource availability of your organization is likely to determine how centralized blogging responsibilities will be. When thinking about responsibilities, consider tasks beyond just writing posts; responsibility for tasks such as publishing and promoting content, drafting an editorial calendar, and analyzing data will all need to be assigned.
6. Maintain an editorial calendar.
Analogous to a roadmap, an editorial calendar will guide your blogging activities and give you a big picture look at where you’re headed and how you’re getting there. It also serves to hold those with blog-related responsibilities accountable to a publishing schedule. And while it’s true that the frequency of blog posts can be linked to an increase in website traffic, stepping outside of what you can reasonably commit to is a recipe for disaster.
Use your editorial calendar to set the number of blog posts you’ll publish each week to ensure posts are published with consistency and regularity. That not only establishes routine for your team, but also for your readers. Get started now with this template for creating your own editorial calendar.
7. Measure, analyze, adapt, and repeat.
Determine what your blogging success will look like and use relevant tools to regularly track and monitor metrics. Include metrics from all platforms of distribution, not just website page views or traffic. Think in terms of retweets, follows, likes, and subscribers. Set, review, and revisit goals consistently. Modify approaches that aren’t working. This on-going analysis keeps blogging efforts nimble, which is particularly helpful when outside factors make changes in blogging objectives necessary.
Develop and implement a well-thought-out blogging strategy. Using quality blog content to find, connect, and engage potential customers online can quickly become your powerhouse marketing activity.
Interested in learning more about how your business can develop a winning blogging strategy? We can help. We are a consulting firm focused on inbound marketing and strategy.
by Fronetics | Feb 12, 2015 | Blog, Content Marketing, Marketing, Strategy
7 steps to a blogging strategy for your business.
Blogging has proved to be a successful marketing strategy for many companies. In fact, a full 82 percent of companies who blog daily day have acquired a customer from their blog. Freight logistics company Cerasis acquired 98 new customers by leveraging their blog and digital strategy.
What does it take to attract prospects and acquire customers? Strategy. A 2014 study of B2B marketers found that companies who have a documented content strategy in place are more likely to consider their efforts to be effective than companies who do not have a documented strategy in place (60 percent vs. 11 percent).
Here are 7 steps to follow to develop a blogging strategy for your business.
1. Understand the ‘Why’.
The first step in the development of your blogging strategy will serve as the foundation for all remaining elements. Defining the purpose of your blogging activities and communicating them to your team will create a clear path to successful implementation. Understanding the purpose of your blogging activities means being able to answer two important questions: Why has your company decided to blog? What is it hoping to gain? Setting the strategy for your blog starts with understanding the reasons and motivations for prioritizing blogging as a marketing strategy.
2. Let your ideal customers define content.
Content will be the backbone of your blogging operation. Since you are likely targeting ideal customers with this content in order to convert them to leads, it stands to reason that you should look to them for content inspiration. Building out hypothetical profiles of your ideal customers will allow you to answer important questions such as their pain points, challenges, demographics, and job duties. Use what you know about the buying and researching behaviors of your ideal customers to craft relevant and interesting content they’d likely be searching for. Above all, publish nothing less than your most quality content. Part of building your reputation as a trusted industry thought leader is setting – and continuing – to meet expectations. You’re better off missing one day of a blog post than phoning in something that has the potential to undermine the credibility of your company.
Keywords signal to search engines when there’s a match between your content and the search term of a user. Similar to crafting content with your ideal customer in mind, keywords should be tailored to phrases your ideal customers use to research and buy. Determine which keywords you’ll be targeting and then draft a list of 5-10 keywords and associated long-tail keywords you will include in blog content.
4. Identify content distribution activities and platforms for promotion.
Once you’ve determined strategy for content creation and optimization, it’s time to make a plan to get your quality content in front of potential customers. It’s not enough to just post and pray that you’ll be found – you should actively distribute and promote blog content. Fortunately, the proliferation of social media has made it easier for companies to reach their target audiences, but not without competition. Reusing blog posts and repackaging content in different forms – such as infographics, summary tweets, & photos – will help break through the noise of competitors.
5. Assign responsibility.
Decide what your day-to-day blogging operations will look like. Who will be accountable for each function of your blogging strategy? The size and resource availability of your organization is likely to determine how centralized blogging responsibilities will be. When thinking about responsibilities, consider tasks beyond just writing posts; responsibility for tasks such as publishing and promoting content, drafting an editorial calendar, and analyzing data will all need to be assigned.
6. Maintain an editorial calendar.
Analogous to a roadmap, an editorial calendar will guide your blogging activities and give you a big picture look at where you’re headed and how you’re getting there. It also serves to hold those with blog-related responsibilities accountable to a publishing schedule. And while it’s true that the frequency of blog posts can be linked to an increase in website traffic, stepping outside of what you can reasonably commit to is a recipe for disaster.
Use your editorial calendar to set the number of blog posts you’ll publish each week to ensure posts are published with consistency and regularity. That not only establishes routine for your team, but also for your readers. Get started now with this template for creating your own editorial calendar.
7. Measure, analyze, adapt, and repeat.
Determine what your blogging success will look like and use relevant tools to regularly track and monitor metrics. Include metrics from all platforms of distribution, not just website page views or traffic. Think in terms of retweets, follows, likes, and subscribers. Set, review, and revisit goals consistently. Modify approaches that aren’t working. This on-going analysis keeps blogging efforts nimble, which is particularly helpful when outside factors make changes in blogging objectives necessary.
Develop and implement a well-thought-out blogging strategy. Using quality blog content to find, connect, and engage potential customers online can quickly become your powerhouse marketing activity.
Interested in learning more about how your business can develop a winning blogging strategy? We can help. We are a consulting firm focused on inbound marketing and strategy.
