April 2020 - page 2
Podcast published on Jeff Bullas
At the age of 25, Mellissah Smith made her first million dollars.
But by the age of 30, she quickly came to realize that when she wasn’t working in the business the revenue stopped. And she learned that one of the secrets to a successful business is being able to scale, delegate and work on the business, rather than in it.
That’s when she started her business “Marketing Eye” that is acknowledged as being in the top 10 marketing consulting firms in the USA. Marketing Eye is an international marketing consulting firm designed so that clients buy the brand and not the person.
It was built to be an outsourced marketing department. If you can remember 20 years ago, an outsourced marketing department wasn’t a big thing. It wasn’t what everyone was doing. Companies had an ad agency, and a PR agency. But they didn’t have this concept of an outsourced marketing department.
So she designed and set up a formula and process around that concept. She also started a magazine alongside that so that her clients could have a voice in the media. She didn’t know it at the time but she was also a content marketer before the term was coined.
Three years ago she decided that she wanted to disrupt the way in which companies develop marketing strategies by automating the process through AI and machine learning. That was the start of Robotic Marketer in which she is also the founder and managing director.
What you will learn
- How to scale your business
- The top three skills and qualities you need to succeed as an entrepreneur
- Why you need soft skills in business and not just hard skills
- Three books that have inspired Mellissah to start and grow multiple businesses
- The importance of a mentor and business coach
- The two key elements to growing a business fast
- The number one reason why you should be starting a podcast.
Big data refers to extremely large and intricate data sets that require complex systems to extract information from them. Millions, if not trillions of data records are stored in these sets, potentially amounting upwards of 1024 terabytes.
These records can be accumulated from a diverse range of sources; from social networks to medical records.
Developing conclusions and observations based on these data sets can help address business problems that previously would not have been possible to deal with.
Why is big data important?
Analysis of big data can help businesses better understand the behaviors of their consumers, competitors and the external environment. Through this, they are able to make informed decisions that can improve operations, enhance customer service, develop more targeted advertising campaigns and consequently boost profitability.
If big data is effectively utilized, businesses will develop a competitive advantage over those who do not use it, since they are able to make quicker and more productive business decisions.
The value of big data is not determined by how much a business is in possession of, but rather, how they manage it. Effective use of big data should reveal answers that enable businesses to reduce costs and time, optimize offerings and make smarter decisions.
How can big data benefit your business?
- Better understand your customers:
The more information you have about your target customers, the better you can serve them. Using big data to track customer behaviors such as average spending on a typical purchase, how long they were active on your website, or what time they visited, can all contribute to your business’s success. Information regarding all these variables can help your business provide a more personalized and targeted experience for its customers.
- Make more informed business decisions
Big data allows businesses to make decisions based on facts and accurate predictions rather than gut-instinct. While organizations may use data to generate valuable customer insights, it is also critical that the data is used to improve productivity and performance internally.
Analytics can assist with workplace planning by tracking employee behaviors. Relocating staff into positions they are better suited to, or restructuring team arrangements will consequently improve staff morale and retention.
Conversely, big data can help discover opportunities or threats in supply chain operations. Not only will companies be able to reverse inefficiencies, they can also seek improvement opportunities. Also, big data can provide businesses with a foundation for risk management. By creating an accurate reference for measuring risk, businesses can consider this in their marketing strategy.
- Optimize business operations:
Automation is becoming more prevalent in today’s businesses. It allows businesses to become more efficient and productive, with big data providing the basis for it to work. The combination of big data and automation allows dull and repetitive tasks to be replaced by machines. By automating these tasks, time is freed up for skilled workers who can better contribute to the business through creative and productive input.
- Develop targeted offerings:
Once you know more about what your customers want, you can develop offerings that directly appeal to their needs. For example, simply aligning customer behaviors with marketing messaging can be all that is necessary. Utilizing big data to analyse which products consumers are buying and pairing with other items, allows for menus and suggestions such as “Customers also bought…” and “You may also be interested in…”
In a volatile and unpredictable environment, businesses are seeking certainty. Big data allows companies to measure risk and reward in their strategic decisions, while providing outcomes that will best suit their target consumers.
As a brand in the B2B space, the COVID-19 or Coronavirus pandemic has changed how business is done.
For most B2B companies, attending events is a major way through which quality leads are generated and eventually converted – allocating a significant portion (21%) of their marketing budget to event marketing alone.
It is said that 68% of B2Bs use in-person events for lead generation initiatives, which is important to note since the quality of leads generated can determine whether or not revenue objectives are achieved in the year.
With that in mind, loss of this acquisition channel due to the pandemic weighs a heavy burden on how B2B businesses can bring minimum disruption to their inbound cashflow. Now more than ever, there is a requirement for companies to change from what they’ve always done and implement fresh marketing strategies relevant to the present climate.
This article provides some ways in which brands can shift their focus to digital marketing channels to make smart investments with their marketing dollars in a time of crisis.
- Invest in your Website
Social isolation has meant that people have now shifted the way they live and work to the digital sphere. Therefore, it is no longer acceptable to have a subpar website but making a good digital impression is crucial to discoverability.
In many cases, the website is the first touchpoint that a potential client has with a business. Therefore, careful consideration into the design, content and general user experience is one of the first things that needs to be analyzed.
A website is a reflection of the value a business provides in comparison to competition. It is also a visual determinant to the health of a company. Therefore, investing in upgrading or redeveloping your company’s website in line with today’s best practices (mobile friendly, keyword rich, responsive, relevant content) could significantly improve your digital ranking and impact lead generation.
- Focus on SEO
SEO is a tactic that needs to be considered when adapting your marketing strategy and is closely related to keeping your website up to date.
As peanut butter is to jelly, a website is incomplete without search engine optimization (SEO). SEO is the tactic through which your brand is digitally visible in the long run.
Growing organic search traffic is paramount when using your website as tool for lead generation, and something that improves SEO is content. HubSpot found that blogging is particularly important for SEO, since it results in 55% more website visitors, 97% more inbound links, and 434% more indexed pages.
Content marketing is a proven way to establish your brand as a marketing expert while also effectively communicating the value you provide through your products and services.
When it comes to generating leads, using strategic content coupled with specific, relevant offers will increase your conversion rate and provide the best user experience. Run an email marketing campaign that links back to a blog on your website. Develop video content that directs visitors to subscribe to your newsletter or to book a demonstration. There’s a lot than can be done.
- Leverage Social Media
In addition to the above, social media can also be primarily employed to overcome the dangers of social isolation that many B2B companies currently face. It equips businesses to maintain engagement and manage relationships without skipping a beat.
Earlier, social media may have been an afterthought that businesses may have engaged in every once in a while, but that cannot be the case anymore. Now, social media needs to be the driving force of a business’ marketing strategy to accommodate to the current times.
Social media channels need to stay current and relate to the current environment. A cadence needs to be set for timely updates that are not only useful to followers and redirect them to your website but also relate to their current mindset.
In a time where in-person networking and meeting is impossible, social platforms like LinkedIn help to connect with leads and keep conversations going. The benefit here is that it can be done anywhere and from the convenience of your home.
Furthermore, managing online reputation through reviews is a painstaking yet crucial step in building online presence. Appreciate feedback and appropriately handle unsatisfactory ones to build positive referral campaigns online.
While social distancing is a scary reality for most businesses, the digital age has provided us with so much to keep customers engaged. Online marketing might not provide the same in-person experience like events, however technological advancements has meant that digital channels are not too far behind.
The rise of certain marketing tactics like conversational marketing has enabled companies to connect and personalize visitor experiences to their website unlike anything before. Brands that would have otherwise spent their budget on in-person events can now invest more into developing their online presence through better content and user experience instead.
The first marketing email was sent in 1978, resulted in $13 million in sales, and kicked off what has become one of the most highly used marketing channels even to this day. Given its early beginnings, email isn’t as shiny as some newer channels like messaging and social, but it is an effective way to build an owned audience that gets results.
Email marketing isn’t spam. It’s not a personal note from an old colleague either. It’s something in between. Your customers don’t give their information lightly, and — if used right — email marketing can be both a relationship-building and profit-building tool.
In a crisis situation such as the COVID-19 outbreak, effective communication strategies are crucial.
Given the rapid spread of the virus, timely and consistent information must be distributed internally for staff and externally for patients and the general public.
For staff, regular communication is necessary as it will help foster a positive working relationship, which will consequently improve efficiency and morale. Conversely, external stakeholders are relying on your communication for guidance on how to protect their health and wellbeing.
Communicating with employees:
The COVID-19 outbreak is placing extreme strain on most industries, especially the healthcare sector. Employees are your most important asset and act as ambassadors to the general public, so if your message isn’t clearly conveyed to your own employees, communication to the community will be even more challenging. Further, it is the company’s responsibility to put employee’s minds at ease during this stressful period, by providing frequent, clear and hopeful messages.
For effective communication with employees, business in the health sector should:
- Communicate information in a location that is accessible and visible by all employees. In a healthcare environment, this may include noticeboards, reception desks, or even virtual locations such as online social-media groups.
- Explain why certain decisions were made, to demystify the situation and provide clarity for employees.
- Ensure regular and consistent communication to put your employees’ minds at ease and reduce anxiety.
- Since information and guidelines are constantly being released by government agencies, communicate them to your staff in a timely manner rather than waiting for the next release.
Communicating with patients and the general public:
External stakeholders such as patients and the general public rely on communication from the healthcare sector for guidelines and advice on how to cope during the outbreak. In contrast to employees, companies do not have the same access of communication with this group. It is crucial that the community are aware of what healthcare services and facilities are available to them and therefore effective communication must be ensured. The following tips can help ensure your messages are conveyed to the public successfully:
- Develop a plan: Having a response plan in place will allow for prompt messaging to the general public. For example, developing messages based on new government guidelines should be a part of your plan. Automating these messages may be appropriate, as you will be able to get your messages out as early as possible to keep your customers up-to-date.
- Reveal as much information as possible: It is important to observe the crisis from the perspective of the customer. With the great uncertainty brought about by the current COVID-19 outbreak, it is easy for individuals to experience great anxiety and frustration. As a result, it is important for your company to communicate as much information as possible, rather than leaving the community in limbo.
- Cease non-essential communication: Press releases, irrelevant e-mails or community news should be paused until things calm down. Your important messages would otherwise be lost within all the other announcements. Save this content for when the outbreak is controlled, so consumers have more time to engage with it.
The implementation of an effective communication strategy during the current COVID-19 outbreak is necessary for your business; not only for your employees, but the public as a whole. It is the company’s responsibility to put employee’s minds at ease during this stressful period, by providing frequent, clear and hopeful messages. Similarly, it is crucial that the community are aware of what healthcare services and facilities are available to them and therefore constructive communication must be ensured.
Source: Typeform Blog
Lead generation in 2022 has changed. Why? Because not only are new technologies taking over the old-school fumbling of cold calling and email marketing, but most of our customers are no longer seeing us in a physical sense and the way we adapt to the work-from-home scenario will drive our ability capitalize on customer experience to drive leads to our sales force.
How lead generation is defined now is very different to how it was in previous years. Yes, the basics still fit the definition but there are other business critical elements of lead generation that need to be taken into account. Think about how much artificial intelligence and machine learning has taken over the marketing process. What does that mean for lead generation today and how will that impact your marketing strategy tomorrow?
There’s an infinite amount of ways to get more leads and signups. And every year this list gets longer. This article will cover the old-school lead gen tips, as well as some extra-special, expert-approved lead gen tricks. Exciting stuff.
Source: Typeform Blog
Just like Harry is better with Meghan and peanut butter is better with chocolate (admit it!) — SEO works better when your content is high quality.
Here’s why …
Higher quality content boosts your CTR (click-through-rate).
Although the exact formula the elusive Google gods use remains a mystery, Google sees a high CTR as a reason to elevate your site’s ranking. When you get more users to click your links to discover intriguing content, the higher the chance your search engine rankings will improve.
Source: Search Engine Watch
While some strategies might remain partially the same, they will get a facelift in 2020. If you are looking to take your marketing to the next level in 2020, we’ve got some tips for you.
Here are some of the best ways to get more out of your marketing campaigns this year:
1. Create more video content
Videos have transformed the content marketing landscape. They have changed the way brands promote their products and create content. And video content is also becoming more popular. Wondering why?
Because people like watching videos.
Source: Search Engine Watch