Management of brands has traditionally been the responsibility of the marketing team. Aside from managing the brand's image at tradeshows, on printed media etc., marketing now also have to manage digital assets like the website, company blogs and of course social media channels used for building brand awareness, promotion and distribution of content etc.
You only have a few seconds to catch visitors attention when they land on your website homepage. In these few seconds, you need to immediately differentiate yourself from your competitors, make it clear what you do and who you do it for. By doing this, your visitors will have a clear understanding of how you can help and the value you can provide.
To get this message across quickly, a carefully crafted Unique Value Proposition (UVP) is used at the top of a homepage. A unique value proposition is a promise of value to be delivered and shows the main reason why someone should buy from you instead of a competitor.
A number of years ago, Google started talking about creating a more secure and private internet. In 2014 they started ranking websites without SSL encryption lower in search results. As part of their ongoing efforts, early in 2017, they started flagging web pages that had password or credit card form fields but weren't secured with SSL encryption.
In October 2017 they added additional checks and visual indicators on non secure sites. So now, when a user enters data on a non-secure HTTP page, Chrome will mark the page as "Not Secure" with a label in the address bar.
In a recent post we discussed how content marketing needs to be viewed and valued as a strategic business activity (7 Ways Content Marketing Drives Revenue Growth). HubSpot's recent demand generation report found that organizations exceeding their revenue goals were more likely to use content creation, online advertising and branding/public relations marketing tactics, with content creation leading the pack by a substantial lead.
The annual HubSpot Inbound Marketing and Sales Conference, #INBOUND17, was held in Boston last week with an attendance of over 20,000. As part of this event, not only did Brian Halligan and Dharmesh Shah magically turn into Muppets, but they also announced some really exciting changes to the HubSpot platform.
After their keynote speech, HubSpot's Christopher O' Donnell went through all the the detailed updates as part of his Product Spotlight session.
First impressions last, and your website is often the first place that a prospect makes contact with your company. Around 80% of people start their search for products and services online. The majority will use that initial experience to decide wheher or not they are going to connect with you.
Apart from being cost-effective and aligning to today's process, email marketing results can be easily measured allowing marketers to quickly review and optimise campaigns.
I've spent over 20 years in project management and one thing I have learned is that in order for a project to be successful you need to think SMART when setting goals. Setting SMART objectives are the formula for all types of successful projects whether it be marketing, sales, software development etc.
A SMART goal approach is a great framework for creating measurable and successful goals. By focusing on SMART goals for your marketing, you will be able to plan and implement more successful activities and campaigns that can be easily aligned with your overall growth strategy.
SMART is an acronym that uses specific, measurable, achievable, realistic and timed objectives to formulate successful goals.
By examining each aspect of the SMART goal framework, you will better understand how to why SMART marketing goals set you up for success and how to incorporate them in your marketing plan.
While it's important to build a cross channel marketing strategy, email remains one of the most popular and most cost-effective channels. According to HubSpot, 77% of consumers prefer email for marketing communications which shows it's popularity has not diminished.
Email marketing is a key tactic used in Inbound Marketing. It is widely used in the 'Close' phase of the buyers journey to start a conversation, build trust, keep leads engaged by providing valuable content and ultimately help convert leads into customers. After all, leads who are nurtured with targeted content produce about a 20% increase in sales opportunities so it makes sense to include it in your campaigns.
Content marketing should be viewed and valued as a strategic business activity for any organisation. It is fundamental to growing your online presence, adds value to your target audience and is a critical asset for generating revenue growth for many other reasons, some of which we will go through in this post.
In a recent post, 9 Steps to an Effective Competitive Analysis we went through 9 areas that businesses need to focus on when completing a competitive analysis for their digital marketing strategy. This post is dedicated to 6 of the best tools for digital marketing competitive analysis which you can use to support that process.
You have to know exactly what what you're up against if you want to get the edge on your competition. That's why completing an online competitive analysis should be a top marketing priority. As a marketer, it's not enough to have in-depth knowledge of your competitor's products or services, you also need to know exactly how they are marketing these and what tactic's they are employing.
You need to be able to get your product or service in front of the right people quicker and more effectively than your competitor's. A well researched and carefully planned marketing strategy and plan is required in order to achieve this and your marketing strategy should be underpinned by a detailed competitive analysis.
Whether your a business owner, a senior executive or a member of a marketing team you know how important it is to keep up with the latest marketing trends and tactics. But do you find it as hard as I do to actually get time to sit down and read a book?
With jam packed day's, finding the time isn't easy. But there's an alternative to actually picking up a book that may work for you - have you tried Audio Books? These are great to listen to when you're driving to work, on the train or bus, on an airplane, or even when you're out for a jog or going for a walk. They're an easy way to keep up to date when you can't physically pick up a book. You can also find audio summaries of books if you want to check them out before reading (or listening to) the full version.
Reading just one book has the potential to have a huge impact on your career and even your life so it's worth finding some time to catch up on the good ones.
The following are 5 marketing books that are well worth reading, some of which won't just help you with your business or career, but may also help your personal life. (I've included some links to audio versions if you want to try these.)
Companies continue to increase their content marketing budgets in an effort to generate more leads and attract new customers. With increasing investment in content marketing it is even more important that the content you create gets to the right audience and you get the ROI from your efforts.
Many companies create great content but fail miserably at content marketing. In most cases the reason for this is that they fail to get their content in front of their intended audience. Even with great SEO you need to take extra steps to make sure that you use the most effective content distribution and promotion tactics to ensure it is seen by the right people and shared by them too!
In our last article I wrote about the Benefits of Agile Marketing. To recap the key benefits are :-
- Respond quickly to changes
- Better collaboration to prevent a 'single-person' approach
- Produce faster higher value campaigns
- Experiment with different ideas quickly to see what works
- Justify marketing spend with hard facts.
- Use input from other departments to strengthen marketing efforts
- Hit problems quicker and tweak faster
The purpose of this article is to explain at a high level what the key phases of an agile marketing project include so that you can get a better understanding of how the methodology works.
Companies who adopt this type of marketing approach will have their own variation of the methodology that has been tailored and tweaked over time to suit their business.