Social media marketing (SMM) is now a standard part of the marketing mix in the B2B world, but how do you measure its effectiveness? This article will show you how to develop the relevant metrics.
Integrated Marketing: What it Is and Why You Should Embrace It (part 3 of 3)Richard Hatheway
This article will provide an overview and will attempt to explain what integrated marketing is and why the use of integrated marketing is more important now than ever before. This is not an in-depth treatise on the topic, but will provide you with a solid foundation on the topic of integrated marketing.
The Kitchen Sink Method is Not Marketing StrategyRichard Hatheway
Many marketers think that in order for their business to gain all the benefits that marketing has to offer, they need to include everything possible in every marketing campaign, plan or activity. That viewpoint is incorrect and this article will help you understand why.
Marketing, like any other aspect of business, requires careful planning to be effective. However, depending on the type of business, there are many different types and styles of marketing, ranging from traditional marketing to digital marketing that can be used to help a business grow. However, regardless of the type of marketing used, there are several basic steps that must be followed in order for it to be successful.
This blog will briefly highlight the basic steps that all marketers should follow before beginning development of any marketing activity.
This article will introduce you to the basic concepts of content marketing - content marketing is the process of doing the necessary customer research and gathering customer intelligence, developing relevant content based on that research and intelligence, developing a marketing strategy and then deploying/implementing the plan to take full advantage of the content.
The Complete Guide to Developing a Marketing BudgetRichard Hatheway
Marketing budgets are a business critical tool, as they help you determine what the costs will be for the various campaigns, programs and activities that the Marketing Department runs throughout the year. Unfortunately, most marketers don’t know how or where to begin creating a budget. While business courses in college may have touched on the subject, the reality is that most marketers learn how to develop a budget on the job, often through trial-and-error.
This blog will provide an overview and outline of the basic steps needed to develop a marketing budget from scratch.
Integrated Marketing: What It Is and Why You Should Embrace It (part 2 of 3)Richard Hatheway
This article will provide an overview and will attempt to explain what integrated marketing is and why the use of integrated marketing is more important now than ever before. This is not an in-depth treatise on the topic, but will provide you with a solid foundation on the topic of integrated marketing.
Checklists for an Effective Lead Generation CampaignRichard Hatheway
Developing a lead generation campaign is a relatively simple process if you have the right checklists to help address all of the various components and inputs required. This article will provide you with a set of basic checklists to help ensure you have all your bases covered.
Do you use Calls To Action (CTAs)? Do you know what a CTA is? This blog will give a quick, concise overview of what they are, how they can be used and why you really should be using them.
Integrated Marketing: What it Is and Why You Should Embrace It (part 3 of 3)Richard Hatheway
This article will provide an overview and will attempt to explain what integrated marketing is and why the use of integrated marketing is more important now than ever before. This is not an in-depth treatise on the topic, but will provide you with a solid foundation on the topic of integrated marketing.
The Kitchen Sink Method is Not Marketing StrategyRichard Hatheway
Many marketers think that in order for their business to gain all the benefits that marketing has to offer, they need to include everything possible in every marketing campaign, plan or activity. That viewpoint is incorrect and this article will help you understand why.
Marketing, like any other aspect of business, requires careful planning to be effective. However, depending on the type of business, there are many different types and styles of marketing, ranging from traditional marketing to digital marketing that can be used to help a business grow. However, regardless of the type of marketing used, there are several basic steps that must be followed in order for it to be successful.
This blog will briefly highlight the basic steps that all marketers should follow before beginning development of any marketing activity.
This article will introduce you to the basic concepts of content marketing - content marketing is the process of doing the necessary customer research and gathering customer intelligence, developing relevant content based on that research and intelligence, developing a marketing strategy and then deploying/implementing the plan to take full advantage of the content.
The Complete Guide to Developing a Marketing BudgetRichard Hatheway
Marketing budgets are a business critical tool, as they help you determine what the costs will be for the various campaigns, programs and activities that the Marketing Department runs throughout the year. Unfortunately, most marketers don’t know how or where to begin creating a budget. While business courses in college may have touched on the subject, the reality is that most marketers learn how to develop a budget on the job, often through trial-and-error.
This blog will provide an overview and outline of the basic steps needed to develop a marketing budget from scratch.
Integrated Marketing: What It Is and Why You Should Embrace It (part 2 of 3)Richard Hatheway
This article will provide an overview and will attempt to explain what integrated marketing is and why the use of integrated marketing is more important now than ever before. This is not an in-depth treatise on the topic, but will provide you with a solid foundation on the topic of integrated marketing.
Checklists for an Effective Lead Generation CampaignRichard Hatheway
Developing a lead generation campaign is a relatively simple process if you have the right checklists to help address all of the various components and inputs required. This article will provide you with a set of basic checklists to help ensure you have all your bases covered.
Do you use Calls To Action (CTAs)? Do you know what a CTA is? This blog will give a quick, concise overview of what they are, how they can be used and why you really should be using them.
Regardless of size, all business owners need to understand that marketing is critical to the success of their business. This blog provides insights to help them do that.
Sales enablement and content marketing are both critical components of any effective marketing strategy. But they’re often viewed as completely separate functions that are done independently of one another. The reality though, is that for them to be most effective, they need to work together.
This blog will provide an overview of both to help you understand the value of using them together in your business.
Why All Marketers Should Work in Sales (part 1 of 2)Richard Hatheway
In the first part of this article I discuss how marketing has a visibility and credibility problem – they’re not seen as critical to business success and the results they present often don’t reflect business relevance. Due to this, marketing is primarily viewed as a support function to sales.
Digital marketing strategy_guide_intermediate_levelNarendraNath26
This document provides a guide to optimizing digital marketing strategies at an intermediate level. It discusses setting goals in a hierarchy aligned with business objectives. It also covers conducting in-depth market analysis through audience personas and customer segmentation to better understand needs. The guide recommends benchmarking competitors to identify strengths and gaps. It prompts analyzing one's own digital assets and paid, earned, and owned media to improve strategy and tactics for growing conversions and business. The overall aim is to take a more strategic view of digital marketing by leveraging audience insights.
This marketing strategy document outlines a plan for a company's products and buyer personas. It identifies the company name, products, key tasks over the next week and month. A buyer persona is described, including problems they have and how the company's products solve them. The document also covers why customers would buy from the company, how the company is remarkable, where potential customers can be found online, the company's personality and branding, keyword phrases, and marketing tactics like content and ads. Specific tasks are listed for today to begin executing the strategy.
The document discusses go-to-market strategies for startups. It begins by stating that many tech startups struggle with finding a scalable way to bring their product to market and don't focus on sales until cash starts to burn. The document then discusses how startups should take their customers' perspective to understand how to approach the market. It distinguishes marketing strategy, which focuses on who to target and what to offer, from go-to-market strategy, which is concerned with how to acquire customers. The document concludes by outlining 19 customer acquisition channels identified in the book "Traction" and providing brief explanations of popular channels like viral marketing, search engine optimization, and content marketing.
Many small business owners confuse the disciplines of Sales and Marketing, in this presentation, we look at how they differ, and why companies should align both.
This document discusses multichannel marketing (MCM) strategies for pharmaceutical companies. It notes that MCM can maximize brand potential by using different marketing channels like digital ads and e-details more cost-effectively than traditional sales calls. It also explains that physician behaviors have changed due to financial pressures, leading them to want online interactions. The document provides details on developing effective MCM programs, including aligning with brand strategy, using segmentation, and measuring objectives across channels. It concludes that following best practices and data solutions is key to implementing successful multichannel marketing.
How to write a marketing plan a comprehensive guide [w templates]NicoleOHalloran1
This document provides a comprehensive guide to writing an effective marketing plan, including templates. It discusses the importance of preparation, research, goals, strategy, and measurement. The key sections of a marketing plan are outlined as business information, introduction/goals, competitive analysis, SWOT analysis, target market, unique selling proposition, branding, website, marketing channels, and measurements. Extensive details are provided on each section and performing necessary pre-plan research steps like competitor analysis, SWOT analysis, creating buyer personas, and understanding the buyer's journey. The guide emphasizes developing goals, tactics, and KPIs and treating the plan as a living document.
Social media marketing is inarguably one of the most effective ways to segment and target specific audiences, build brand awareness, and connect with consumers and clients. Hence, this week we write on social media marketing in our ‘Social Media Success (SMS) series. The 1st part tells you the way to build a goal-oriented social media strategy.
The document provides an overview of a complete marketing action plan, covering topics such as branding, web marketing, relationship marketing, networking, strategic alliances, interruption marketing, and financial considerations. It discusses establishing your brand identity, developing an effective website, using social media and relationship marketing to attract and retain customers, networking and forming strategic partnerships, recommended reading, and creating an action plan for marketing.
5 ways to find and win first few customersTradeDesk
Finding and winning the very first client is perhaps the most important factor in success of a business and also the most difficult goal to achieve for startups.
Social Marketing Analytics: A New Framework for Measuring Results in Social M...John Lovett
This collaborative research effort by Web Analytics Demystified and Altimeter Group represents the latest thinking on measuring social media.
The paper includes four social business objectives that can be used to understand the impact of your social marketing initiatives and aligns Key Performance Indicators to these objectives. The result is a solid framework that companies can adopt to begin measuring social marketing efforts.
Grain Creative on Branding, from the Hidden Art Forum 2011Hidden Art
The document outlines steps for better marketing. It defines marketing as creating sales opportunities and underpinning the sales process. The key principles of marketing are product, price, promotion, and people, which together constitute a brand. The document advises marketers to understand their target market and competition, develop the right message, choose the optimal route to market, and keep their goals and activities focused on increasing sales and market share.
How to Create an Inbound Marketing Services ProposalHubSpot
Creating proposals that win business is a difficult task! As the fields of PR, marketing, advertising, SEO, social media, web design ... all merge, it has gotten even more difficult. So, how do you adapt and grow your agency despite this increasing complexity?
A solid inbound marketing proposal includes a plan for:
- Search engine optimization and pay per click management.
- Branding, messaging and content creation.
- Public relations, blogging and social media marketing.
- Web design and development.
- Online lead generation, lead nurturing and lead qualification.
- Aligning marketing and sales processes, goals and messages.
In this webinar, you'll learn how to diagnose your prospect's needs in all of these areas. Armed with the right questions to help determine your prospect's challenges and goals, you'll master the art and science of pulling together the perfect custom proposal.
This document provides guidance on creating an effective social media strategy for businesses. It outlines performing a situation analysis to understand the current social media presence and competitors. This includes identifying strengths, weaknesses, opportunities, and threats. The strategy also involves defining objectives, target audiences, buyer personas, relevant social media channels, and brand voice. It stresses creating a content plan and calendar, and selecting key performance indicators to measure the success of goals like awareness, engagement, leads, and sales. Regularly analyzing industry trends and competitor activity is also recommended to inform an ongoing strategic approach to social media.
The New Relationship Marketing - by Mari SmithMari Smith
How to build a large, loyal, profitable network using the social web - Mari Smith's signature presentation about her new book! The New Relationship Marketing is available anywhere books are sold. Plus, to download a FREE sample chapter and to register for a FREE four-part webinar series that comes with the book, go to
Explore what all could be done when you have ability to match leads against account in the real time. From routing to segmentation, account intelligence to competitive positioning. Possibilites are countless.
Digital marketing involves promoting brands and ideas online through websites, social media, email, and mobile apps. It allows marketers to interact with consumers and target ads to people with similar interests, making it a popular and cost-effective option compared to traditional marketing. Digital marketing branches into categories like social media marketing, content marketing, affiliate marketing, search engine optimization, and email marketing. Traditional marketing refers to offline methods like print, television, radio, direct mail and telemarketing that are still used alongside digital strategies.
One page template: Marketing Strategy, the formula to strategise your marketing strategy successfully. Follow these steps to generate a comprehensive marketing plan for your business. Includes your research through to action plan and key performance indicators.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
This document discusses how to effectively measure social media performance by aligning metrics with executive priorities. It recommends focusing on sales, revenue, and cost, which are the metrics executives care about most. The document outlines how to measure social media's impact on brand awareness, customer retention, and lead generation by integrating analytics tools like Google Analytics with HootSuite. This will allow demonstrating social media's role in business goals in a way that can transform conversations with executives.
Regardless of size, all business owners need to understand that marketing is critical to the success of their business. This blog provides insights to help them do that.
Sales enablement and content marketing are both critical components of any effective marketing strategy. But they’re often viewed as completely separate functions that are done independently of one another. The reality though, is that for them to be most effective, they need to work together.
This blog will provide an overview of both to help you understand the value of using them together in your business.
Why All Marketers Should Work in Sales (part 1 of 2)Richard Hatheway
In the first part of this article I discuss how marketing has a visibility and credibility problem – they’re not seen as critical to business success and the results they present often don’t reflect business relevance. Due to this, marketing is primarily viewed as a support function to sales.
Digital marketing strategy_guide_intermediate_levelNarendraNath26
This document provides a guide to optimizing digital marketing strategies at an intermediate level. It discusses setting goals in a hierarchy aligned with business objectives. It also covers conducting in-depth market analysis through audience personas and customer segmentation to better understand needs. The guide recommends benchmarking competitors to identify strengths and gaps. It prompts analyzing one's own digital assets and paid, earned, and owned media to improve strategy and tactics for growing conversions and business. The overall aim is to take a more strategic view of digital marketing by leveraging audience insights.
This marketing strategy document outlines a plan for a company's products and buyer personas. It identifies the company name, products, key tasks over the next week and month. A buyer persona is described, including problems they have and how the company's products solve them. The document also covers why customers would buy from the company, how the company is remarkable, where potential customers can be found online, the company's personality and branding, keyword phrases, and marketing tactics like content and ads. Specific tasks are listed for today to begin executing the strategy.
The document discusses go-to-market strategies for startups. It begins by stating that many tech startups struggle with finding a scalable way to bring their product to market and don't focus on sales until cash starts to burn. The document then discusses how startups should take their customers' perspective to understand how to approach the market. It distinguishes marketing strategy, which focuses on who to target and what to offer, from go-to-market strategy, which is concerned with how to acquire customers. The document concludes by outlining 19 customer acquisition channels identified in the book "Traction" and providing brief explanations of popular channels like viral marketing, search engine optimization, and content marketing.
Many small business owners confuse the disciplines of Sales and Marketing, in this presentation, we look at how they differ, and why companies should align both.
This document discusses multichannel marketing (MCM) strategies for pharmaceutical companies. It notes that MCM can maximize brand potential by using different marketing channels like digital ads and e-details more cost-effectively than traditional sales calls. It also explains that physician behaviors have changed due to financial pressures, leading them to want online interactions. The document provides details on developing effective MCM programs, including aligning with brand strategy, using segmentation, and measuring objectives across channels. It concludes that following best practices and data solutions is key to implementing successful multichannel marketing.
How to write a marketing plan a comprehensive guide [w templates]NicoleOHalloran1
This document provides a comprehensive guide to writing an effective marketing plan, including templates. It discusses the importance of preparation, research, goals, strategy, and measurement. The key sections of a marketing plan are outlined as business information, introduction/goals, competitive analysis, SWOT analysis, target market, unique selling proposition, branding, website, marketing channels, and measurements. Extensive details are provided on each section and performing necessary pre-plan research steps like competitor analysis, SWOT analysis, creating buyer personas, and understanding the buyer's journey. The guide emphasizes developing goals, tactics, and KPIs and treating the plan as a living document.
Social media marketing is inarguably one of the most effective ways to segment and target specific audiences, build brand awareness, and connect with consumers and clients. Hence, this week we write on social media marketing in our ‘Social Media Success (SMS) series. The 1st part tells you the way to build a goal-oriented social media strategy.
The document provides an overview of a complete marketing action plan, covering topics such as branding, web marketing, relationship marketing, networking, strategic alliances, interruption marketing, and financial considerations. It discusses establishing your brand identity, developing an effective website, using social media and relationship marketing to attract and retain customers, networking and forming strategic partnerships, recommended reading, and creating an action plan for marketing.
5 ways to find and win first few customersTradeDesk
Finding and winning the very first client is perhaps the most important factor in success of a business and also the most difficult goal to achieve for startups.
Social Marketing Analytics: A New Framework for Measuring Results in Social M...John Lovett
This collaborative research effort by Web Analytics Demystified and Altimeter Group represents the latest thinking on measuring social media.
The paper includes four social business objectives that can be used to understand the impact of your social marketing initiatives and aligns Key Performance Indicators to these objectives. The result is a solid framework that companies can adopt to begin measuring social marketing efforts.
Grain Creative on Branding, from the Hidden Art Forum 2011Hidden Art
The document outlines steps for better marketing. It defines marketing as creating sales opportunities and underpinning the sales process. The key principles of marketing are product, price, promotion, and people, which together constitute a brand. The document advises marketers to understand their target market and competition, develop the right message, choose the optimal route to market, and keep their goals and activities focused on increasing sales and market share.
How to Create an Inbound Marketing Services ProposalHubSpot
Creating proposals that win business is a difficult task! As the fields of PR, marketing, advertising, SEO, social media, web design ... all merge, it has gotten even more difficult. So, how do you adapt and grow your agency despite this increasing complexity?
A solid inbound marketing proposal includes a plan for:
- Search engine optimization and pay per click management.
- Branding, messaging and content creation.
- Public relations, blogging and social media marketing.
- Web design and development.
- Online lead generation, lead nurturing and lead qualification.
- Aligning marketing and sales processes, goals and messages.
In this webinar, you'll learn how to diagnose your prospect's needs in all of these areas. Armed with the right questions to help determine your prospect's challenges and goals, you'll master the art and science of pulling together the perfect custom proposal.
This document provides guidance on creating an effective social media strategy for businesses. It outlines performing a situation analysis to understand the current social media presence and competitors. This includes identifying strengths, weaknesses, opportunities, and threats. The strategy also involves defining objectives, target audiences, buyer personas, relevant social media channels, and brand voice. It stresses creating a content plan and calendar, and selecting key performance indicators to measure the success of goals like awareness, engagement, leads, and sales. Regularly analyzing industry trends and competitor activity is also recommended to inform an ongoing strategic approach to social media.
The New Relationship Marketing - by Mari SmithMari Smith
How to build a large, loyal, profitable network using the social web - Mari Smith's signature presentation about her new book! The New Relationship Marketing is available anywhere books are sold. Plus, to download a FREE sample chapter and to register for a FREE four-part webinar series that comes with the book, go to
Explore what all could be done when you have ability to match leads against account in the real time. From routing to segmentation, account intelligence to competitive positioning. Possibilites are countless.
Digital marketing involves promoting brands and ideas online through websites, social media, email, and mobile apps. It allows marketers to interact with consumers and target ads to people with similar interests, making it a popular and cost-effective option compared to traditional marketing. Digital marketing branches into categories like social media marketing, content marketing, affiliate marketing, search engine optimization, and email marketing. Traditional marketing refers to offline methods like print, television, radio, direct mail and telemarketing that are still used alongside digital strategies.
One page template: Marketing Strategy, the formula to strategise your marketing strategy successfully. Follow these steps to generate a comprehensive marketing plan for your business. Includes your research through to action plan and key performance indicators.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
This document discusses how to effectively measure social media performance by aligning metrics with executive priorities. It recommends focusing on sales, revenue, and cost, which are the metrics executives care about most. The document outlines how to measure social media's impact on brand awareness, customer retention, and lead generation by integrating analytics tools like Google Analytics with HootSuite. This will allow demonstrating social media's role in business goals in a way that can transform conversations with executives.
Social Media Marketing is more generally called by its acronym SMM, which designates the use of social networks and the different actions (free or paid) carried out on them. Nowadays, there are more and more social networks, and some of them are now giants of communication as well as marketing. This is particularly the case with Facebook, Instagram, and Twitter, which now allow companies to sell via their platforms.
Social media analytics is the process of collecting and analyzing data from social networks to improve business decisions. It allows marketers to spot trends, quantify returns on investment of campaigns, and analyze performance of social media platforms and posts. Key metrics that should be tracked include interactions, followers, click-through rates, audience demographics, competitor performance, ad spending metrics, influencer engagement, and customer sentiment. Tracking these metrics enables optimization of social media strategies and content.
social media marketing is a crucial aspect of any business today, and a well-planned strategy can help you achieve your marketing goals. Sometimes creating a social media strategy is a difficult task for many businesses. By following these steps, you can develop a strategy tailored to your business, designed to achieve your specific marketing goals.
Social analytics – the ability to discover and communicate meaningful patterns from this social data – gives social marketers the opportunity to grow and develop their programs, fuel the entire marketing organization, and challenge assumptions more easily than they’ve been able to do with other digital mediums. The vast and disparate amount of data available to social marketers may make the process of analysis more complicated than it is in other areas, but its breadth and volume is also the reason it’s so valuable.
Courtesy of: Simply Measured
Marketers often miss the opportunity to plan and strengthen their social strategy by failing to analyze the necessary components. In this paper, we'll define social analytics, how it fits into the social marketing process, and the components needed to develop an analytics-fueled social media strategy.
The theory and practice of social analytics
How planning and measurement both fuel social media strategies
Which analyses make up social planning and social optimization
B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...Julie Bevacqua
A look at the difficulty in creating brand awareness in a B2B setting, and adopting 5 different approaches to assess the impact of social media has in such an environment.
Social media marketing involves creating and maintaining social media profiles, posting engaging content, and interacting with followers to achieve marketing goals. It has several benefits including humanizing a business, driving traffic, generating leads and customers, increasing brand awareness, and building relationships. While requiring an investment of time and resources, social media marketing can help businesses connect with customers and promote their brand if done strategically and appropriately across major platforms like Facebook, Instagram, LinkedIn, and Twitter.
This document provides a guide to social marketing for businesses. It outlines why social marketing is important, how to lay the foundation for a social marketing strategy, and provides tips on developing goals, content, teams, and tactics. The guide emphasizes that social marketing should be integrated across all marketing activities and stages of the customer journey in order to drive engagement and business results.
Why Does My Business Need Social Media Marketing and How Do I Get Started Str...Dr. William J. Ward
This document provides a guide to social marketing for businesses. It outlines why social marketing is important, how to lay the foundation for a social marketing strategy, and provides tips on developing goals, content, teams, and tactics. The guide emphasizes that social marketing should be integrated across all marketing activities and stages of the customer journey in order to drive engagement and business results.
In the past, marketers often used social media as just another channel for publishing content and listening to their community. However, to maximize the success of social marketing, today's marketers need to become adept at integrating social into their existing marketing programs and strategies.
You have to do more than social media. You have to do social marketing.
Our brand new Definitive Guide to Social Marketing shows you how to add social to every marketing activity to amplify impact and drive buyer engagement, new business, and revenue. Download our guide and learn how to:
Staff your social media team and get your entire organization on board
Turn your customers into powerful brand advocates by engaging in peer-to-peer sharing and influencer marketing
Leverage social media channels such as Facebook, Twitter, LinkedIn, Google+, and Pinterest into powerful lead generation channels
Incorporate social marketing into every stage of your sales funnel
Effectively measure social marketing to determine real business ROI
Creating a Marketing Budget A Step-by-Step Guide.pdfEkaKhrisnanda
Are you looking to create a marketing budget that aligns with your business goals and maximizes your ROI? Look no further! This step-by-step guide will provide you with everything you need to know to create a successful marketing budget. From understanding the importance of a marketing budget to determining your marketing expenses and prioritizing them, to creating a budget plan and monitoring and adjusting it regularly, this guide has got you covered. Follow these steps and tips to create a marketing budget that drives the growth of your business.
This document provides an overview of social marketing and outlines steps for companies to develop an effective social marketing strategy. It discusses how social media has become integral to marketing and recommendations for companies to lay the proper foundation for social marketing. This includes setting clear goals, allocating resources, producing quality content, focusing efforts on relevant social platforms, and incorporating social throughout the customer journey from awareness to sales. The document stresses that social marketing requires a commitment to engaging audiences and emphasizing value and two-way communication.
Introduction to marketing analytics.pptxIshuGupta84
This document provides an introduction to marketing analytics. It discusses traditional marketing principles and how marketing analytics can help solve problems. Marketing analytics uses data to help understand customers, measure campaign performance, and forecast results. It allows businesses to determine which programs are most effective and see a return on investment from marketing activities. The document also outlines some challenges faced by marketers today and how marketing analytics can help with data-driven decision making.
This document provides guidance on laying the foundation for an effective social marketing strategy. It outlines the importance of developing goals, allocating resources, producing quality content, and committing to an integrated approach. Advice is given on assembling a team, gaining stakeholder buy-in, and avoiding common pitfalls like inadequate planning or seeing social media as standalone tactics.
The document provides an overview of the basics of developing a social media marketing plan. It discusses that social media should be part of a multi-tiered strategic marketing approach alongside traditional and web marketing. The primary parts of an effective social media marketing plan include establishing goals, setting quantifiable objectives, identifying target markets, and estimating costs and return on investment. Various social media platforms are evaluated based on their suitability for different marketing goals like customer communication, brand exposure, traffic generation, and search engine optimization. Both business-to-consumer and business-to-business differences and considerations for social media strategy and audience are also covered.
The document provides an overview of social marketing and outlines the key steps for developing an effective social marketing strategy, including setting goals, producing quality content, choosing appropriate social media channels, and building an internal team to manage social marketing efforts. It emphasizes that social marketing should be incorporated throughout all stages of marketing from awareness to sales. The document also identifies common pitfalls to avoid and provides examples of social media posting schedules and monitoring responsibilities.
The document provides an overview of social marketing and outlines the key steps for developing an effective social marketing strategy, including setting goals, producing quality content, choosing appropriate social media channels, and building an internal team to manage social marketing efforts. It emphasizes that social marketing requires an integrated approach and should be incorporated throughout all marketing activities to drive engagement and new business. The document also identifies common pitfalls to avoid and provides best practices for getting started with social marketing.
Similar to 3 Steps to More Effective Social Media Marketing Metrics (20)
Generative AI, aka tools like ChatGPT and Google Bard, are the latest shiny object in the tech space. As such, they’re getting a lot of attention right now, so the potential exists for a lot of great ways to use them. This article will discuss one area, marketing, and how marketing professionals might be able to use generative AI technology in their jobs.
Everyone in business – and in marketing especially – knows that you need to have a value proposition (aka, value prop). But yet, no one really seems to know why, it’s just one of those things that if you’re in business, you’re supposed to have.
What’s worse, many marketers don’t know what a value prop should include or how to develop one. In Part 2 of this blog, we’ll explain how to quickly and easily craft an effective value proposition.
Everyone in business – and in marketing especially – knows that you need to have a value proposition (aka, value prop). But yet, no one really seems to know why; it’s just one of those things that if you’re in business, you’re supposed to have.
This blog will explain what a value prop is and why you need one.
In the COVID-19-influenced world, a company’s digital presence is typically the first thing a customer turns to or discovers when they seek information about your products or services. That’s why the use of digital marketing is critical to business success. This article will provide an introduction to what digital marketing is, some items to consider when developing a digital marketing strategy, and some of the different digital marketing channels that are available for you to use.
Within the world of marketing there are numerous areas of specialization. One of the most critical, and often one of the most confusing and least understood, is Product Marketing. This blog will help you quickly and easily understand what product marketing does, where product marketing is located within the organization, and why product marketing provides such a critical marketing function.
This document discusses why digital marketing is important for businesses. It defines digital marketing as leveraging the internet for marketing efforts to provide information and engage with customers. Digital marketing allows businesses to reach customers in new ways not possible with traditional marketing. It provides advantages like engaging customers anywhere and anytime, interacting in real-time, and giving customers control over how they receive content. While it does not replace traditional marketing, digital marketing supplements it by expanding customer engagement channels.
Recruiters & Hiring Managers: Remember Professional Courtesy in the Hiring Pr...Richard Hatheway
This blog is addressed to all Hiring Managers, Recruiters, HR personnel and anyone else involved in the job screening and interviewing process. It addresses the lack of professional courtesy that many job seekers experience on a regular basis. It also explains several very good reasons (that are often forgotten or overlooked) why the hiring manager (et al) should act more professionally and follow up with candidates that they've spoken with about potential jobs.
Marketing is a business necessity, but should marketing be done during times of crisis? And if so, how?
This blog will provide you with a few ideas and Do’s and Don’ts to consider.
The Realities of Implementing a Remote WorkforceRichard Hatheway
Due to the COVID-19 pandemic, businesses large and small are stating they're encouraging their employees to work remotely, but have they considered what needs to be done to make that happen? This article highlights several areas across the business that need to be considered in order for remote working to be effective.
Remote Employees - Are They Right For Your BusinessRichard Hatheway
Employers are beginning to realize that the COVID-19 virus will not only impact their business operations today, but it will also continue to impact them into the foreseeable future. Due to this, the standard employer-employee business model needs to change and new options, such as remote workers, need to be considered.
This blog provides a few things for businesses to consider about using remote employees.
Buyer personas are a useful tool to have in any marketer’s toolbox, as they help you understand your customers better. However, many marketers don’t know how to develop a buyer persona or even how to get started.
This article will provide you with an overview of what a buyer persona is, and outline the basic steps needed to develop a buyer persona.
Companies today take many approaches when it comes to growing their business and marketing their products, but there are two primary forms that most of the others can be combined into: whether the business is Sales-driven or Marketing-driven. Knowing which approach your business uses helps you understand what needs to be done to get your product in front of potential customers.
This blog will provide a brief overview to help you understand the differences.
Sales and Marketing Alignment - The Secret to More RevenueRichard Hatheway
This article will explain what Sales and Marketing alignment is, explain the benefits of Sales and Marketing alignment, and provide best practices to help more fully align your Sales and Marketing departments.
It's Sales AND Marketing, NOT Sales OR MarketingRichard Hatheway
The document discusses the relationship between sales and marketing departments in businesses. While the two functions have the shared goal of generating revenue, they often see each other as competitors rather than partners. This leads to divisions and lack of cooperation between sales and marketing. However, the document notes that sales and marketing actually need each other to be successful - marketing provides awareness and demand while sales generates revenue. To improve alignment, the document recommends that leadership in both departments commit to communication, cooperation, and setting an example of working together towards shared business goals.
Smart City Revenue Streams for Utility ProvidersRichard Hatheway
As cities become “smart,” utilities have an opportunity to take advantage of new technologies, such as IoT, to develop new capabilities. This allows them to provide new services and value to citizens and consumers, while developing new revenue streams.
Smart cities are the wave of the future. IoT is also the wave of the future. Together, smart cities that incorporate and take advantage of IoT technology will be at the leading edge of new urban environments.
Sales and Marketing Alignment - The Secret Ingredient to More RevenueRichard Hatheway
This article will explain what sales and marketing alignment is, explain the benefits of sales and marketing alignment, and provide best practices to help more fully align your sales and marketing departments.
Ageism is real and occurs on a daily basis. Thousands of people face it every day, but there are still too many people that don’t believe it even exists.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Grow Your Business Online: Introduction to Digital Marketing
3 Steps to More Effective Social Media Marketing Metrics
1. 3 Steps to More Effective Social Media Marketing
Metrics
This article discusses how to quickly and effectively develop relevant metrics to track and
measure the effectiveness of your B2B social media marketing activity.
OVERVIEW
Social media marketing (SMM) is now a standard part of the marketing mix in the B2B world.
Why? Because SMM offers marketers a way to connect, engage and interact with customers
and potential customers in a unique, personalized and immediate manner. Social media
marketing has low barriers to entry, is relatively quick and easy to learn and use, is easily
scalable, has the potential to reach a huge audience, and allows marketers to interact with
their audience in a more direct way than ever before.
In short, social media marketing sounds like a B2B marketer’s dream, but is it really? More
importantly, how can you prove that your social media marketing was effective and
accomplished what was required?
The answer is simple: prior to instituting a social media marketing program (either by itself or
as part of an integrated marketing strategy), you must decide which metrics you will track to
measure the results of your SMM.
WHY METRICS ARE IMPORTANT
In today’s business environment, marketing is expected to deliver more than just content and
marketing materials. Marketing is no longer viewed as primarily a support activity, but has
2. become integral to the growth and success of an organization and is expected to contribute
to the revenue stream. As such, it is expected to show not only a return on investment (ROI),
but also a direct correlation between how the level of marketing activity supports and
contributes to the business goals and objectives.
While traditional marketing activities have more clearly defined methods for tracking and
measuring their results, social media marketing does not. At least not to the degree that
other, more traditional marketing activities have. This makes it difficult to show a direct
correlation between SMM and a specific measurable outcome.
CHALLENGES IN MEASURING SMM
Measuring the results of social media marketing is difficult because there are no clear
methodologies or industry standards that have been defined and/or officially recognized. Due
to the many potential points of interaction and engagement that typically occur with a B2B
marketing campaign there is also not a clear way to tie one specific B2B social media
marketing activity to a specific revenue outcome. Some marketers may say that there are
some exceptions to this, such as one SMM activity that has one and only one outcome (ex:
respond to this tweet and get signed up on our mailing list), but that is just driving an
individual action, not a revenue result.
As stated earlier, you may count how many ‘clicks’, ‘likes’, ‘follows’, ‘shares’ or ‘re-tweets’ you
have, or how many people have visited your website, viewed your video or joined your group,
but what is the real value of those numbers?
Do those metrics reflect reach, engagement, conversion or advocacy? Do they show a direct
correlation between marketing and a purchase action? How do you translate those metrics
into something that relates back to your corporate revenue goal or shows the ROI of your
SMM? More critically, what are the “right” metrics to track?
Truthfully, those metrics do not provide much value, at least when they are presented as
standalone metrics out of context of an overall marketing strategy, which is how they are
often used. They are simply what are known as “activity” or “vanity” metrics and many
marketers use them to try and justify their activities without delving deeper to understand
what the real insights are or to assess how effective their marketing really was (or wasn’t).
The problem is that because social media marketing has become so easy to enter into and
use, marketers often make the mistake of assuming that using social media as part of the
B2B marketing mix means that it is also easy to track and measure. As such, they often don’t
take the time to develop a marketing plan specific to the social media channels that will be
used, they don’t determine how SMM will fit into the overall marketing mix, or determine how
to track and measure the results. That is a certain recipe for disaster.
THE 3-STEP PROCESS
To counter that problem, there is a very straight-forward three-step process to help develop
your social media marketing metrics. This simple process helps you define and understand
what you need to measure to show how your marketing supports the business goals and
objectives.
3. STEP 1 – KNOW YOUR BUSINESS
The first step in the process is to ensure you understand exactly what the specific business
goals and objectives are that need to be accomplished. This information may be given to you
as key performance indicators (KPIs), which are performance metrics linked to one or more
of the strategic goals or objectives and help translate execution into quantifiable results.
Too many marketing programs are conceived without understanding this information, leading
to results that are less than optimal. To ensure your social media marketing is in alignment
with and supports the business, it is critical to understand the goals and objectives.
For example, the business requirements may be to increase market share by xx%, increase
the customer base by yy% or increase revenue by zz%. These KPIs then drive the next level
of activity, which is determining what is required to make those KPIs happen. This involves
steps such as understanding how many new customer leads need to be generated,
determining the percentage increase in customer downloads of a new software package, or
calculating how many new sales appointments need to be scheduled.
Knowing this level of detail helps you in step 2 of the process.
STEP 2 – KNOW YOUR MARKETING
The second step is to know specifically at whom, or what level, marketing is targeting
(audience), what marketing needs to do (activities), what marketing needs to accomplish
(results) and why you want to use social media marketing (reach, engagement, conversion,
advocacy) as opposed to other, more traditional marketing activities and channels.
To ensure your social media marketing will reach your intended audience, you must
understand how each social media channel that will be used is unique and different from the
others. Each channel tends to have slightly different user profiles and typically allows people
to engage and interact in different ways. Understanding the unique aspects of each channel,
the membership, how it is used by people, what types of interaction occur there, the type(s)
of content that can be posted, etc. is critical to your decision-making process when evaluating
the use of SMM. Knowing the characteristics and parameters of the various social media
channels provides you with the knowledge to select the channel(s) most appropriate for your
marketing needs.
Knowing this information brings you to step 3.
STEP 3 – KNOW YOUR METRICS
The third step is to determine the metrics you will track and measure. Although throughout
the course of a B2B marketing campaign you may track a variety of metrics, at the end you
will typically only need to report on one to three high-level metrics that tie your overall
marketing results directly back to the business goals and objectives, so identifying and
developing the relevant metrics is critical. It is also important to note that there is not only one
set of metrics to use for every SMM activity or campaign, they will be different for each
activity, campaign or business goal.