Using These Marketing Tips Can Mean Big Business
It’s always interesting to me when someone says they only really use social media. I wonder if they realize what they could be missing. Only relying on the virtues of social media in today’s business world is a big mistake. It’s not only social we should be keeping up with and focused on when it comes to marketing best practices. We need to continue to embrace the evolution of other tactics in addition to social. These underrated tactics compliment social and are just as important in the B2B world.
Maximize your marketing time by committing to these 3 techniques:
- Content marketing
- Search engine optimization
- Email marketing
Content marketing focuses on two things: Creating unique content that is appropriate for your target audience and broadcasting and amplifying that content across the internet. Having a blog is a perfect way to house your original content. Being creative will help promote your content and help you scale across social media platforms. One way to be creative is to incorporate video into your content strategy or even create a Screencast to illustrate your point. https://www.screenr.com is a great site to help you produce screencasts to help educate your audience. Content curation is also important. Check out www.Storify.com which helps to collect and share what people are saying all over the web. And www.onlywire.com which can help you post to up to 50 social media sites at once.
Search Engine Optimization
The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo! And, although these search engines do a good job, you need to optimize these sites to work better for you. The right Search Engine Optimization (SEO) can net you thousands of visitors and increased attention while the wrong one can hide or bury your site deep in the search results where visibility is minimal. www.googleanalytics.com is just one tool that can help you gather customer insights and improve engagement with your customers. Enter the name of your business in a search engine and see what comes up. If you aren’t happy with the results, you need SEO.
Email marketing can be a low-no cost option for reaching a large number of people. Although the average open rates for broadcast email campaigns are very low on average, with the right subject line, content, and offer you can increase your chances of success substantially. For every $1 spent, $44.25 is the average return on email marketing investment. (Experian 2012) And according to a study by Exact Target (2015), 77% of consumers prefer to receive permission based marketing communications. 44% of email recipients made at least one purchase last year based on a promotional email (http://convinceandconvert.com/).
Here are a few tips to keep in mind.
- Ensure your subject line captures attention and keep it short. Subject lines fewer than 10 characters long had an open rate of 58%. (Adestra July 2012 Report).
- You should also add social sharing links to your company’s sites as emails that include social sharing buttons have a 158% higher click-through rate. (GetResponse).
- Interestingly, the timing of your emails can make a difference as well. Emails sent on a Monday had the highest revenue per email. (Experian 2012 Q4 Email Benchmark Report).
- Personalization is probably the most critical element of ensuring a high response. Address the email to the recipient using their name and include a personalized subject line. Personalized subject lines are 22.2% more likely to be opened. (Adestra July 2012 Report) The more customized and personalized the content, the higher the response rate. There are inexpensive tools on the market to help accomplish this.
So don’t just rely on social media. Be sure to employ these other valuable tactics. A holistic marketing plan is a low cost way to increase your reach in the market and produce incremental sales. Just remember, if you aren’t reaching out to your customers and prospects on a regular basis, you can bet that your competition is.
Looking for training and enablement around B2B marketing? Cisco just launched the Marketing Velocity Hub where you can find On-the-Air Webcasts from industry experts, the Marketing Velocity Community and eLearning Courses around a variety of topics including Social Media Marketing.
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