Email marketing measurement used to be very simple. All a company had to do was set up a campaign and then monitor open rates and click-through rates. There was a time when receiving an email was still a bit of a novelty, so open rates were through the roof! If it went badly you would know about it soon enough through the total lack of any kind of engagement.
Things have become much more sophisticated though. These days there are some clear ‘engagement’ metrics that marketers should be aware of if they are tasked with the job of creating and managing an email marketing campaign for a company. And then, when it comes to the time of reporting the success and contribution of the marketing department as a whole, you’ll need to be in a position to perform Email Marketing Measurement and report on return on marketing investment. (more…)
Content Marketing Tools and the process of generating web traffic and leads from valuable online content, is fast becoming the most challenging aspect of a B2B marketer’s job.
Because Google has changed the emphasis of search results to favour websites that have valuable, relevant content, it means that marketers need to be producing high quality resources on a regular basis.
Your typical B2B marketer has to be multi-skilled; they need to be authors, copywriters, photographers, designers, publishers, film makers, VT editors, web developers… as well as lead generators! Phew!
The following list will help you identify some free resources which will help you plan, implement, publish and distribute your great looking, valuable content. (more…)
The importance of content for b2b marketers means that many rightly consider working with a content marketing agency. It is true that content is king when it comes to raising your company profile in the market. You could be selling flowers or running a high-end business consultancy, it doesn’t matter. If you don’t have a content strategy that creates fresh web content on a regular basis, chances are your customers won’t be able to engage with your ideas and your brand. This can only result in declining traffic, as customers start to look elsewhere for the products and/or service you offer. If you can’t get them to engage with your company through great and relevant content, they will most definitely not buy from you. (more…)
Google’s Web Analytics Tools are a fantastic weapon in the online marketer’s armoury. There is no getting away from it.
It’s easy to use, offers fantastic functionality, highlights how your website is browsed by your visitors, and best of all, it’s free!
But, as a B2B marketer, how often have you been digging around in analytics only to say, “I wish it would go further”!
Here are 5 areas where target360 can actually rise to the challenge and tell you the things that Google won’t tell you: (more…)
Do B2B marketers get where social media, content marketing or indeed PPC fit within the bigger picture? The reason I ask is that I’ get the feeling that there is a backlash towards social media in particular.
For example, I highlighted an infographic recently which said that only 10% of B2B marketers can attribute ROI to social media. Also, a discussion within the B2B Marketing LinkedIn discussion group this week asked the question “Is social media a game-changer for sales and marketing?”
There were a number of useful contributions, but the one that caught my eye was “Social Media has just taken a lot of my time with few results”. Encouragingly the poster added “…But I am still in”.
That said, the consensus which surfaced throughout the discussion was that social media shouldn’t require a separate approach but should form part of the main marketing strategy -which brings me on to my main point: that many B2B marketers lack a structured marketing strategy for digital.