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rethinking marketing strategy

Rethinking Your Marketing Strategy

During a time of such uncertainty, it is likely you’ve thought about rethinking your marketing strategy.

With reduced demand for your product or services, the thought of perhaps saving some money has likely crossed your mind. It is important to remember that your competitors are likely to be facing the same challenges so during these times of uncertainty there may be several opportunities to rethink your marketing strategy for the better.

There are so many tools available to help you listen to and understand your target audience.

Government restrictions have meant that many individuals are spending more time online, which presents an opportunity to engage your potential target audience by creating useful content.

By continuing your marketing efforts it’s likely your target audience will remember you when some form of normality is resumed.

Below are some key points to consider when rethinking your marketing strategy.

1.     Measure your current progress

Before you set out to make any significant changes to your digital marketing strategy, take a measurement as a benchmark to compare to later on down the track.

Aim to measure your progress against both your objectives and your competitors. Consider measuring channel growth, audience demographics, engagement level, social traffic and conversions.

Doing so will allow you to assess who you are engaging with and ultimately what works when targeting certain demographics.

2.     Identify Your Audience

If you’re able to clearly identify and understand your target audience, you can better create engaging content that will be useful for them.

Think of it this way, the better you know your target audience the more cost-effective they are to target and convert. Ask yourself an important question, who is my target audience? Doing so will allow you to think about demographics like age, gender, city, country, languages.

This will then prompt you to think about their interests and challenges, which will ultimately lead to what content and platforms they engage with.

3.     Create more effective content

Remember creating great content across a range of different digital channels will help engage users and drive them to your website.

All of your digital marketing efforts promote your website and are measured and improved using analytics.

To identify what content people are looking for, start with keyword research. Tools such as Google Analytics enable you to find what people are searching for and how users are behaving on your website.

People digest content in different ways, so to make the most of your content, create a content plan and calendar. Targeting 2-3 channels and doing them well is much better than making half-hearted attempts at numerous channels.

4.     Rethink Offerings

In the current climate, there is no doubt rapid changes in customer behavior and market dynamics have occurred. During these times its imperative businesses monitor brand communication and quickly adapt to changing circumstances.

Operating in a timely manner and understanding the importance of changing market conditions will allow your business to remain relevant and succeed during times like this.

Aim to keep tabs on the growing situation as this will allow your business to make any significant alterations to business operations and ultimately better serve your customers.

5.     Personalize your message

Remember personalization is one of the most important expectations of customers today. Personalization can significantly reduce acquisition costs and increase not only revenues but also the efficiency of marketing spend. Ultimately personalization benefits your bottom line.

When you rethink strategy it’s imperative to think about personalization. You want to aim at delivering real-time responsive messaging and offers that respond to where the customer is in their journey on their preferred device and in their preferred media.

 

In the past, we have been able to make changes gradually. In today’s market, however, tomorrow is often too late. Proactively rethinking your marketing strategy will allow you to stay at the forefront of your target audience’s mind. Although change cannot happen all at once, taking small steps to rethink your marketing strategy, can help win today’s consumer.

steps to an effective SEO strategy

10 Ways to Improve SEO

Source: Marketing Eye Australia

Remember Search Engine Optimising (SEO) ​ is a long-term game. To improve your site’s ranking (SEO) we’ve made a list ‘10 Ways to Improve SEO’. Follow these suggestions and watch your website rise the ranks to the top of search-engine results.

  1. Publish relevant content

Quality content is the number one driver for your search engine rankings, and simply put there is no greater substitute for great content. When you create quality content specifically for your intended users, site traffic increases, which leads to an improvement in your site’s authority and relevance. For each page identify and target a specific keyword phrase and repeat this keyword phrase several times throughout the page.

  1. Update your content regularly

In addition to publishing relevant content, aim to update your content regularly. Remember search engines feel strongly about content. Regularly updated content is viewed as one of the best indicators of a site’s relevancy, so be sure to keep it fresh. Review your content on a regular basis and make any necessary updates as needed.

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Source: Marketing Eye Australia

SAP MDF Approval

2021 Marketing Strategies Get MDF Approval

Atlanta, North America, 28 September 2020: Market Development Funds (MDF Funds) for leading technology company SAP has been allocated for small and mid-sized Channel Partners to develop marketing strategies around the globe.

With changing market conditions, buyer habits and competitor landscape, Channel Partners are needing to rethink their marketing strategies to align with business goals that may have been adapted due to COVID-19.

“With physical events out of the question, SAP Channel Partners are needing to look to other marketing tactics to form part of their marketing strategy. Pivoting to virtual events, content creation and website optimization is critical to transforming marketing activations to connect with customers and prospects,” said Mellissah Smith, Managing Director of Robotic Marketer.

“SAP is a proactive global company that focuses on ensuring that their Channel Partners have access to the very best technology, systems, process and marketing assets.

“Robotic Marketer is thrilled to be able to provide SAP Channel Partners with the marketing support needed to navigate the next 12 months.”

For more information, please ring Morgan Doyle, Media Manager on 404 626 8070.

About Robotic Marketer

Robotic Marketer is an international marketing strategy technology company that uses AI, machine learning and big data to automate the development of marketing strategies, marketing calendars and programs. With clients including SAP, Oracle, Mitel, Comcast, Origin and Tellus Holdings, Robotic Marketer works with a number of large global corporations as well as directly with small and mid-sized businesses around the world.

keyword research

How to Do Keyword Research for SEO: A Beginner’s Guide

Source: HubSpot

While Google keeps us on our toes with all the algorithm updates they keep rollin’ out, one thing has stayed pretty consistent for inbound marketers looking to optimize their websites for search: keyword research.

Well, the need to do keyword research has stayed the same. How you actually do it hasn’t.

What Is Keyword Research?

Keyword research is the process of finding and analyzing search terms that people enter into search engines with the goal of using that data for a specific purpose, often for search engine optimization (SEO) or general marketing. Keyword research can uncover queries to target, the popularity of theses queries, their ranking difficulty, and more.

More and more, we hear how much SEO has evolved over just the last 10 years, and how unimportant keywords themselves have become to our ability to rank well for the searches people make every day.

Read more

Source: HubSpot

developing a marketing strategy

How to Develop a Marketing Strategy in 5 Easy Steps

According to Bob Hoffman, “Without strategy and planning, marketing is useless.” This is a belief shared by all marketers in which businesses cannot move forward in the right direction without careful preparation and tactical approach. Subsequently, this is where developing a marketing strategy is essential – a practical research methodology that can provide guidance in terms of focus and direction for marketers, marketing consultants, and businesses alike with informed decision-making comes into play.

A marketing strategy provides a roadmap to enhance reputation, engage with customers effectively and persuade potential customers on the unique value of a business through identified key messaging.

Here are five steps to develop your marketing strategy easily:

  1. Initiate a situational analysis – An internal look into yourself

Before looking at practical advances and the manner of execution, research must be the priority in order to truly understand the foundation and situation of your business.

Primarily, characterizing your business altogether, the products or services you provide, the customers you pay attention to, also identifying the unique value proposition which positively differentiates yourself from your competition. This would be regarded as a “situation analysis”.

Effective situational analysis requires a SWOT analysis which is the summation of the business’ strengths, weaknesses, opportunities, and threats.

Specifically, the strengths and weaknesses indicate the attributes that are currently present within your business, whereas the opportunities and threats belong to outside elements.

  1. Outline the marketing objectives and sales you want to achieve

The marketing objectives and the number of sales are interconnected aspirations for a business to achieve. Marketing consultants along with businesses should document the range and the expectancy of these outlined objectives within a short to a long-term period of time.

Your marketing objectives should be concentrated internally or externally varying on your situation.  These objectives should be written in the SMART format to safeguard responsibility. SMART comprises of Specific, Measurable, Attainable, Realistic and Time-bounded. These marketing objectives should facilitate improvement in sales.

  1. Recognize and understand your target audience

Target audience is the specialized segmentation of your ideal niche market with the intention to position your product or service competitively. Identifying your target audience is a wide-ranging process of asking the right questions where marketing consultants need to recognize the underlying desires, challenges, and expectations of an ideal customer to know them better.

As a business or a marketing consultant, you need to be conscious of your target audience’s daily lives and how those concerns can be answered all through your products or services. To meet these client assessments involves the utilization of buyer personas. Buyer personas are depictions of your ideal client centered on demographic information, online behavior also speculated motivations and apprehensions that make them who they are.

Nevertheless, to effectively distinguish your constructed target audience for in-depth insights, attempt to narrowly characterize the meaning of your ideal customer within your marketing strategy.

  1. Evaluation and implementation of marketing tactics

In the preceding segments of the marketing strategy, you have pinpointed the customers you are targeting, and what you can provide as a business. As a result, you must feature the marketing tactics you will implement in order to connect with your customers and reach the marketing objectives you want to achieve. The listed marketing tactics should compromise with the allowance of your budget and how much you are willing to spend. Examples of these marketing activities may comprise of:

  • Paid marketing: television, print and online publications, websites
  • Publicity: press releases, testimonials, and referrals
  • Sponsorships: community events, local charities, sport endorsements
  • Promotions: direct mailings, coupons, sales, point of purchase displays

The marketing tactics you decide on should reach your ideal customer when they are highly interested in your message.

  1. Assessing the implications of your marketing strategy approach

Determine which marketing tactics are useful and modify your marketing strategy development. The best way to achieve this is through moderated feedback. By asking existing customers about the impact of your business and pursuing which marketing activities were most effective and generated the most sales.

content marketing strategy creation

11 Steps to Create a Content Marketing Strategy to Grow Your Business

Source: Optinmonster

Did you know that 63% of businesses don’t have a documented content marketing strategy? That’s according to the latest research from the Content Marketing Institute (CMI) and MarketingProfs.

It’s no surprise that those companies who DO have a strategy are most likely to feel that their content marketing efforts are successful.

Without a strategy, success or failure is just a matter of luck – and you risk all your efforts going to waste.

That’s likely why a similar percentage (64%) say that learning how to build a content strategy is one of their greatest educational needs.

If you’re in that group and have been wondering how to create a content strategy for your business, we’re here to help.

We’ve successfully used content marketing to grow our own traffic and boost conversions since OptinMonster first launched in 2013, and we want to share with you what we’ve learned along the way.

This guide will walk you through 11 simple steps to developing and executing a content marketing plan that’ll help you grow your business without wasting time and money.

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Source: Optinmonster

rethink digital marketing

5 Reasons Why it’s Time to Rethink Your Digital Marketing

It’s almost 2021 and it’s impossible to think of marketing without digital marketing. If you are a business owner, you are sure to be using at least one form of digital marketing in promoting your products and services. According to DigitalMarketer, “Digital marketing is the act of promoting and selling products and services by leveraging online marketing tactics such as social media marketing, search marketing, and email marketing.” Here are five reasons why it may be time to rethink your digital marketing strategy.

Reason #1: COVID-19

If it weren’t already obvious, COVID-19 has created waves all across every industry, the digital marketing space included.

According to Bernard Marr’s Forbes piece, COVID-19 has resulted in many businesses depending largely on their digital marketing strategies, even to the extent that it may, in many cases, “be the deciding factor in whether they make it through the tough times ahead.”

Many businesses rely on having face-to-face meetings, attending and hosting events, conferences and tradeshows and entering awards to market their brand. However, with these avenues being entirely blocked from access due to the pandemic, it’s time for marketers to get creative.

Marr explains that B2B companies particularly depend on tradeshows and exhibitions to network and build customer relations. While larger companies may be investing equally in online efforts, they would have no doubt lost millions of dollars due to canceled events. This means bringing back the focus to social marketing, content marketing, SEO and influencer-led campaigns.

Reason #2: Your digital strategy lacks clarity

Smart Insights finds that many companies (regardless of whether they have a digital strategy or not) tend to lack direction in terms of their online marketing strategies. This could be a lack of clarity in terms of their digital strategy to gain customers, retain existing customers or any other marketing goals they may have.

If your digital marketing strategy lacks direction, it’s time for a digital marketing refresher.

Start by thinking of your digital marketing objectives. Taking a SMART approach is one way to articulate this – Specific, Measurable, Achievable, Realistic and Timely.

Reason #3: You’re missing adaptive content

Adaptive content is simply the opposite of static content. While static content stays the same throughout all social media channels, adaptive content is content that is tailored to each digital channel, whether it is your blog, website content, EDM, social media or other channels.

While the substance of your content can stay constant, it is really important to use the correct style, structure and length to meet each digital channel. For example, while blogs are allowed to be long-form, someone browsing your content on Instagram is not likely to read an extravagantly long caption.

Reason #4: It builds credibility

A clearly defined digital media strategy starts with your target audience.

This involves ideating and creating buyer personas to be able to target your market better – ensuring that your message reaches each target segment effectively through appropriate channels. For example, while Instagram has seen a heavy increase in popularity among people up to the age of 30, if your product is mainly aimed at people in their 40s, the message will be lost through this channel.

Similarly, Twitter users are more likely to buy a product promoted by an influencer, rather than based on a television ad. Therefore, targeting your audience appropriately can help with solidifying your brand image but building trust.

A clearly defined online customer value proposition targeted towards each target segment will help you articulate the value you can add through your online services. Develop a competitive content marketing strategy to generate new leads and keep existing customers loyal.

It’s all about getting the right message out at the right time, building trust and credibility and consequently, boosting sales.

Reason #5: It can make or break your business

The present is online, and the future will be online. Marketing without digital marketing can be equivalent to running on a treadmill – you’re putting in the work but not really getting anywhere.

According to Digital Marketer, having a strong digital marketing strategy will help to create awareness and engagement both before and after the sale, build brand loyalty and allow consumers to promote your content too.

So, if you haven’t already begun to rethink your digital marketing strategy, now might be a good time to start!

How pinterest works

How Pinterest Works to Boost Your Business & Sales

Source: Lyfe Marketing

For many, Pinterest is that social network where only women hang out and spend their time sharing beautiful pictures from all walks of life. But turns out, Pinterest is much more than that. If you know how Pinterest works, then, as a business, you can use it to your advantage.

Many users (both male and female) tend to depend on it for different things. Right from finding unknown recipes to planning their baby shower to creating their own designer collections. The social network is huge, and there is an endless supply of ideas for everyone.

If you look beneath the skin of this fast-growing social media site and try to understand how Pinterest works, you’ll see what all it can do for your business — regardless of the niche you are operating in.

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Source: Lyfe Marketing

marketing automation benefits

The Benefits of Marketing Automation

Executing a marketing strategy can be a tedious and overwhelming process, that is why marketing automation can be a marketer’s best friend!

Marketing automation software automates and streamlines marketing activities and is most beneficial in areas such as email marketing, social media, and lead generation.

It provides personalized experiences for clients, which results in an average of 50% increase in email open rates. It is also an efficient use of a business’ time as it minimizes repetitive tasks through automation, allowing employees to focus on the core business, whilst minimizing the risk of human error.

Whether you want to optimize your employees’ time or define your target audience profiles, an automated marketing system is beneficial for leveling up your marketing efforts. So, let’s take a look at how it can help your business.

Benefits of marketing automation:

  1. It helps with reducing costs

Through a streamlined marketing process, you can reduce costs by using time more efficiently. It is seen that marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead costs. It also allows you to improve your analysis of big data, saving on the time it takes to have to manually analyze and sort big data.

  1. It helps in generating better leads

With marketing automation, implemented organizations can experience a 10% increase in their sales pipeline contribution. This is because it can target segments through landing pages, provide A/B testing by creating two versions of an ad, email or landing page determining which provides a better outcome, and helps to build your contact list.

  1. It improves accountability

It allows you to see where your strengths and weaknesses lie in the business in terms of staff and efforts in both sales and marketing.

Through data reporting, analysis and most importantly feedback you can align and unify the sales and marketing goals of each team by setting benchmarks and qualifiers, while also receiving reports on the successes or failures of these goals. In addition to this, it can also determine where and what leads need to be nurtured to become sales qualified leads (SQL).

  1. It increases efficiency

Automation can provide efficiency through a reduction in repetitive manual tasks to optimize productivity.

The software can provide marketing campaign calendars, target multichannel campaigns such as SMS or push notifications, provide seamless customer personalization (which would normally take days) and provide powerful customer retention programs such as abandoned cart or win-back campaigns.

  1. It helps refine the marketing process

These systems can work effectively to align with your marketing strategy and adapting communication tactics relating to the customer journey. Marketing automated software provides clarity on a buyer’s behavior.  They also provide a seamless alignment to your marketing strategy and can effectively market through multiple channels such as mobile, PC, SMS and email.

An important factor in automation is the ability to test different campaigns. This allows for analyses of better-suited campaigns that can be altered or optimized to the various segments and generate more lead conversions.

  1. It helps with effectively targeting customers

Automated systems can segment your customers by demographic, location, interests and behaviors, allowing for accurate communication with leads, which can generate sales.

By understanding your buyer’s persona, you are able to deliver relevant content to prospects instead of just generating useless noise.

  1. It boosts customer lifetime value

This can be accomplished through upselling and cross-selling features in automation. Meaning you don’t miss out on this potential to increase revenue. This can effectively be implemented through personalized up-sells at the end of a transaction or sending birthday SMS/ emails generated automatically through the system.

Automated marketing systems can allow businesses to run more efficiently and effectively, saving time and costs on the overall budget. They allow for campaigns to be executed and operate with maximum impact, by providing in-depth analysis of campaigns, leads and customers.

The great thing about them is you can tailor to make them meet the needs of your business and better service your client base.

guide to blogging

The Ultimate Guide to Blogging

Blogging, a concept that once used to represent an outlet for individuals to document their lives online has now transformed into an indispensable part of marketing.

If your business doesn’t have a blog, chances are there is a huge scope of improvement in your marketing efforts. Blog marketing is the process of using blogs to reach and inform your target audience. So, what is a blog?

Hubspot defines a blog as “posts that allow you and your business to publish insights, thoughts, and stories on your website about any topic. They can help you boost traffic, brand awareness, credibility, conversions, and revenue.”

Blogging is as simple – and as complex – as that.

Now that we know what it means, here is an ultimate guide to improving your blogging game:

Step 1: Determine the ‘why’ you’re blogging

According to SEMrush even though your blog is a large part of your content marketing strategy, its main purpose isn’t sales – and we can’t agree more!

While you create your blog, it is important to remember that your blog is a space to show your customer that you care and want to add value to their lives. Therefore, it is crucial to publish information that will establish your brand as a credible thought leader in the field.

Blogging has other advantages too.

The Balance Small Business outlines a few other pros – it is inexpensive to start and maintain, easy to use, generates website traffic, improves SEO, engages your target audience and creates more avenues to generate revenue.

Step 2: Know your audience

While the purpose of your blog may be to establish your company as a thought leader and to elevate the brand’s image, it is just as important (if not more important) to cater to your audience’s interests.

Remember, your audience is interested in the services you offer, but it’s your job to convince them that your business is the right fit for them. So, if you start pitching your business straight away, you’re sure to lose your audience.

Therefore, it is important that you are producing something that adds value to your target audience’s lives, introduces them to new ideas and hooks them to find out more. For example, if you’re a marketing firm, there are a billion other firms out there. Your audience will look to your blog to understand what you’re doing that’s new and interesting in the field. So, you may want to talk about marketing tips, strategies and tools that may help your customer, rather than the specific services that you offer.

So how do you know what your customer wants? Create profiles on your target audience!

It’s all about breaking down your target audience by demographics, needs, financial capacity and a host of other metrics to really understand how they think, what their needs are and then understanding how to meet that need.

Step 3: Engage your audience

With a wealth of information available at our fingertips, it’s no secret that people’s attention spans are getting shorter. Therefore, it becomes very important to engage your target audience.

A catchy heading is absolutely essential to capture your audience’s attention.

This should be short, snappy and attractive. This can usually take the form of “How to” or “What is” or “10 ways to…” posts.

It’s best to use the listicle format so your content looks well-organized and delivers what it promises by establishing clear topics and sub-topics.

Next, you need to have a great intro.

The first few sentences of your blog can make or break your blog. It makes the difference between generating a lead and losing a customer. HubSpot recommends that you “tell a story, be empathetic, or grip the reader with an interesting fact or statistic.”

The rest of your post can be written in any format you desire, as long as you keep your objective in mind throughout the process. This could include infographics, photos, videos, and other creative forms of expression.

Step 4: Develop a content marketing plan

Social Media Examiner recommends mapping out your marketing calendar. The idea is to create hooks around content that you develop.

This means organizing your content to come out at an appropriate time – this can include public holidays, and other important dates, as well as dates specific to your product or service such as events, conferences and tradeshows you attend or any other marketing activation that you engage in.

Step 5: Be heard

Once all the hard work of producing a brilliant blog is done, you want to share the news!

The first step is ensuring that your content is search engine optimized. This means ensuring that relevant keywords are incorporated seamlessly into the article, as well as ensuring that your blog is optimized for mobile phones. Scott Chow offers other neat hacks to SEO such as header tags, permalinks and categorization.

Other methods of marketing your blog can include simple word-of-mouth, sharing your blog across your social media – Facebook, Twitter, LinkedIn and Instagram, creating an EDM campaign, engaging with other bloggers and even including calls to action on your blog to engage more actively with your target audience.

And most importantly, have fun with it!

Your blog is your space to get your creative juices flowing and create something new and interesting to share – enjoy the process!