Ask any marketer if they’ve ever had to contend with the shrinking or deep cutting of their budgets, odds are you’ll get a deep sigh and a “more than once” response.
Organizations are always looking for efficiencies and ways to tighten their financial belt, and marketing departments are among the first to be placed on the chopping block because it all comes down to ROI—something many modern marketers find hard to prove
In fact, according to a recent report from Demand Gen Report and BrightFunnel, 58% of B2B organizations surveyed said their current ability to measure and analyze marketing performance “needs improvement” or worse.
So, if you’re staring down a budget reduction, don’t panic. This is the time to evaluate and prioritize your efforts so you can revamp your integrated digital marketing strategy to include a tactical mix that will not only refocus your strategy to reach your objectives, but also improve how you measure and achieve ROI.[bctt tweet=”If you’re staring down a #marketing budget reduction, don’t panic. This is the time evaluate, prioritize, and focus. – @Alexis5484″ username=”toprank”]
Here are four key actions you’ll want to take:
#1 – Evaluate your existing data against your goals.
While it may seem obvious, the first step is to evaluate how you’re performing against your objectives; what’s working and what’s not. However, you can’t rely solely on high-level or vanity metrics like overall traffic. In order to really dig into what’s working, you need to map each of your tactics and/or channels to closed business—and total revenue numbers if you can.
Not only will this help you focus on where to revamp and hone your strategy, but also put you in a better position to consistently measure as you move forward. So, when the next budget cut comes along, you can better prove the ROI of your marketing activities and make a stronger case for keeping your budget.
#2 – Narrow your targeting.
Every marketer knows that understanding your audience is key to developing and executing a strategy with impact. But audience characteristics, preferences, and habits—as well as the market you operate within—can change overtime. As a result, you may be wasting precious marketing dollars on the “wrong” people. So, it’s time to redefine and zero-in on who your ideal customer or buyer is and who are most likely to convert.
With the budget and resources you do have, it may be worth investing time and money in a survey or analysis of your existing client or prospects to better understand their preferences and pain points.
This will not only give you a clearer picture of what channels or tactics are working—but which may have the most potential based on who your customer is, where they’re interacting with your brand or other brands, what they’re interested in, and what moves them to a conversation.[bctt tweet=”If you’re facing #marketing budget cuts, it may be worth using the resources you do have to analyze your customers and prospects to hone in on their needs, preferences, and paint points. – @Alexis5484″ username=”toprank”]
#3 – Place safe bets if your data is limited.
Effective measurement is a problem that’s plagued marketers for years. As a result, you may not have all the data to inform your decision making. In this case, we’d suggest making some “safe marketing bets” based on tried-and-true tactics.
For example, email marketing. Email marketing is perhaps the oldest digital marketing tactic around, but still one of the most effective. Not only does it deliver helpful information to your clients and prospects, when segmented and constructed correctly, it helps nurture them toward the sale. In fact, three-quarters of companies say email offers “good” or “excellent” ROI.
In addition, SEO and content marketing are consistently rated by marketers as top channels with the best ROI.
That said, be careful not to stake your success on simply following what’s “always” worked. The safe bets you place should be a temporary strategic solution as you work to get better measurement and data practices in place so you can continuously optimize your strategy.
#4 – Invest in efficiency.
Efficiency isn’t about doing more in less time, but rather making the most of your time by doing the right things. As the old saying goes: Work smarter, not harder. From our perspective, there’s three core investments to consider:
Whether you want to optimize your workflow or automate time-consuming processes, investing in the right technology for your needs can make a major positive impact on efficiency.
Your marketing spend is likely not the only item that took a hit. You may have also needed to cut internal resources. As a result, investing in training for the team you do have is a good play—whether you want someone to expand their skill set or level up his or her existing skills—to help your team work more efficiently and ultimately drive more ROI with less.
3. An agency partnership
Oftentimes, partnering with an agency can help you stretch your budget for maximum ROI. Rather than solely relying on your in-house team for expertise, execution, and strategy—an agency can be a robust extension. You get access to an entire team of digital marketing experts, made up of individuals with a range of skill sets—and often at a lower cost than having the equivalent depth of knowledge as internal hires.[bctt tweet=”Efficiency isn’t about doing more in less time, but rather making the most of your time by doing the right things. – @Alexis5484″ username=”toprank”]
Focus on the Opportunity, Not the Loss
Budget cuts are no fun. But they’re not the end of the world. After all, we marketers can be scrappy—and we live to innovate.
So, use recent or near future cuts to redefine your marketing strategy from both a tactical and measurement standpoint, and work to put better measurement in place. Hopefully, this will not only help you avoid bumps in momentum as you deal with less financial resources, but also help you get better ROI data so you can defend against future cuts.
How can you prove the value of your content marketing efforts to your CMO? Check out our three steps to proving content marketing ROI.
High-end services such as web marketing have acquired great significance in recent years due to the substantive increase in online trade. The overall value of online trade deals has become so large that every online company now wants to grab a piece of the pie. This is why more and more companies are opting for professional web marketing services that help in achieving the above stated objective.
Attracting Eyeballs Through Effective Web Marketing
Web marketing can be defined as a set of processes and procedures that not only help in attracting online visitors, but also motivate visitors to spend relatively more time on the website as compared to the time spend on other competitor websites. Web marketing is certainly beneficial but the problem is that most online companies are using it, making it quite difficult to offer a unique experience to online visitors.
This problem can, however, be resolved by deploying Six Sigma concepts and methodologies that help in resolving the exact needs or expectations of online visitors, which in turn helps in designing and developing new websites or making modifications in existing websites. Increasing website traffic may not be the ultimate aim of web marketing initiatives, but is nonetheless helpful because mathematically, it increases the chances that sale volumes will rise. Additionally, it also helps in building a brand name for a website, something that will always be beneficial in the long run, irrespective of whether the website has been able to achieve its sales targets or not.
Converting Visits Into Actual Sales
With the help of advanced Six Sigma statistical tools, online companies can now analyze each and every aspect of their website's performance such as time spent on individual web pages, links clicked on by visitors, links automatically ignored by visitors, and the visit to sales ratio . Based on these records, online companies can then easily carry out the required modifications and provide user-friendly tools, all of which will very well help the company to convert more of the casual visits into actual sales.
Increasing sales is necessary, especially for commercial websites because it is the only way they can hope to stay afloat in today's highly competitive online market. Increased sales translates into increased profits, which can then be used by the company to expand its operations by increasing the number of products or services being offered on a website.
Based on all the above stated facts, it can easily be infringed that just like in any other sector, Six Sigma has become quite inseparable in the area of web marketing. In addition, since it is quite certain that online trade volumes will continue to rise, it will not be wrong to assume that use of Six Sigma in the field of web marketing and allied sectors will continue to witness an increasing trend, year after year.
Source by Tony Jacowski
In its latest updates to the app developer platform, Facebook is instituting new review processes for certain APIs, shutting down others.
The post Apps must now pass review process before getting access to Facebook’s Marketing API appeared first on Marketing Land.
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Doing an online business without marketing it can be compared to winking at a girl in the dark; you know what you've done but nobody else does – including her. If you've created a fantastic business that you think has the potential to take the market by storm, would not you want its benefactors to know about it? An online business can be very rewarding with lucrative income and additional returns, provided you know how to exploit the strongest marketing channels correctly.
Like in any other business, it is an absolute must to get hands-on training in the intricacies that drive a fierce internet marketing plan. There are several tools at the disposal of the ambitious online entrepreneur; however they have to be buttressed by extensive knowledge on their usage. Your marketing plans have to be fashioned on business goals, estimates and expectations. Choose a tool that maximizes your returns while leveraging your time and efforts. There are numerous marketing training systems that are ostensibly strong but breakdown at the slightest hint of a market drift.
Get trained on affiliate marketing that is a brilliant cutting-edge marketing plan that allows you the leeway of paying the website on which you are advertising only if there is an action or transaction generated on your website. There are a plethora of affiliate marketing training packages that you can subscribe to or better still just go through the vast storehouse of information available on affiliate marketing for free. Self-paced learning make take longer but can be very rewarding and will help you customize your learning and look for information that is relevant to your business.
Gear yourself with information on SEO. It is impossible to generate traffic on your website without having sufficient knowledge of SEO. Get comprehensive information about the most widely searched for keywords in your field. Learn how to incorporate them strategically in your content to generate optimum high-ranked search engine results. There are pages and pages on the internet dedicated to the fine art of having an SEO complaint website. Be a part of specialized online marketing communities, blogs, discussion boards and forums where you can interact, swap notes and get queries addressed by more experienced professionals.
Stay abreast with newer advanced marketing technologies that are making smashing debuts on the internet. Web 2.0 marketing is a highly effective tool to connect with your audience in a personalized, interactive and information-sharing manner. It is a medium that allows great customization and flexibility along with a scope for devising creative streams of exchanging information.
Source by Chris Dunk
Digital Marketing News: Facebook’s Subscription Groups & Brand Collabs Manager, New URL Tools at Google, & Employee Advocacy Study
Facebook tests ‘subscription Groups’ that charge for exclusive content
Facebook has begun testing subscription-based Groups among a select array of users, which now allow Group managers to charge monthly for exclusive content, and which will open up new possibilities to digital marketers when rolled out to all users. TechCrunch
Google Search Console URL Inspector Tool Is Still Rolling Out
Google has added several features to its beta Search Console that offer greater insight into indexed URLs, including new more detailed crawl, index, and page-serving information, the Internet giant announced this week. SEO Roundtable
Report: Employee advocacy trumps influencer marketing
Employee advocacy has gotten recommendations that are seen as more trustworthy than those of traditional influencers, while the accurate measurement of return-on-investment (ROI) remains a top challenge for social media marketers, according to interesting recent Sprout Social report data. PR Daily
Advertisers will soon have AdWords tools to test & measure creative elements of YouTube video ads
YouTube advertisers will gain a slew of new testing and measurement utilities in Google AdWords (now known simply as Google Ads), when Google rolls out its Video Experiments, Video Creative Analytics, YouTube Director Mix, and Video Ad Sequencing tools, all currently in beta testing but now being made available to an expanded group of digital marketers. Marketing Land
Influencer Marketing Is Going Mainstream With Facebook’s Upcoming Tool, Brand Collabs Manager
With Facebook Brand Collabs Manager, the social media juggernaut has gone all-in with the increasingly important influencer marketing aspect of digital advertising, providing a slate of tools to easily match audience demographics with suitable influencers. AdWeek
Report: Marketing leaders aren’t keeping up with the speed of data
Leveraging customer data and employee empowerment are sizable challenges among marketing leaders, according to new survey data from Forbes Insights and Treasure Data, with just one in four companies reporting that they can adequately leverage their available data. MarTech Today
Facebook opens up Watch to creators & adds video features to take on YouTube
With new additions to Facebook Watch, the world’s biggest social media service goes head-to-head with YouTube, expanding video options to include Facebook Pages, and the ability to monetize videos with an updated Ad Breaks component. Marketing Land
Performance Card In Google My Business
Google has given companies with a My Business account new ways to measure engagement and reach, with its recently-released Performance Cards for Google Maps feature — a move that offers digital marketers expanded analytics capabilities. Search Engine Roundtable
Facebook now running autoplay video ads in Messenger
Facebook has added auto-play inbox video ads to Messenger, which can be hidden but not entirely turned off, offering digital marketers a greater reach potential, the company announced recently. AdAge
Snapchat experiments with sharing ad revenue with creators
Snapchat’s new ad revenue-sharing program has given Snap digital creators a potential monetary boost similar to the benefits offered by YouTube, the platform announced recently. DigiDay
ON THE LIGHTER SIDE:
A lighthearted look at social media policy, by Marketoonist Tom Fishburne — Marketoonist
NES Classic Edition makes its long-awaited return to retail on June 29 — Venture Beat
Google Earth’s new measuring tool is a fun toy for geography nerds — The Next Web
U.S. reclaims top spot for world’s fastest supercomputer — Venture Beat
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lee Odden — How can you leverage data to transform social strategy? TopRank CEO Lee Odden spoke with Rival IQ’s Seth Bridges on The Data-Driven Marketer — Rival IQ
- Lee Odden — Are your influencers buying their followers? — Onalytica (client)
- Lee Odden — Influencers and Media Partners: How to amplify the reach of content — SEMrush
- Lee Odden — 18 Expert Tips for Running Your First Influencer Marketing Campaign — Databox
- Lee Odden — Internet Marketing Influencers with the Widest Social Reach [INFOGRAPHIC] — TechWyse
What are your most important content marketing news stories this week?
Thanks for joining us, and please return next week for another array of the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.
© Online Marketing Blog – TopRank®, 2018. |
Digital Marketing News: Facebook’s Subscription Groups & Brand Collabs Manager, New URL Tools at Google, & Employee Advocacy Study | http://www.toprankblog.com
Again there are quite a number of phrases that are not that expensive and not much popular but they will do a fantastic job in providing the traffic. This is quite affordable as well.
For any online marketer (affiliate marketing being a part of online marketing) keyword research should be something important. The main components of any kind of search engine results are the keywords. They are the words that come in the mind of the potential customers when they think about a particular product. So naturally they use these words when it comes to reading any article or searching for the product. They would naturally type these words.
For example if your product has got to do with spa, then the keywords that would have been used by your potential customers are hot spa, portable spa and so on. These are the popular words that they would type most often; rather these are the words that would shape the path for the target customers to reach your product.
It is most probable that at the moment you do not realize the importance of keyword research. If the keyword search ratio is very high then you can deduce that the competition from other affiliate business is really high. For you to stay at the top of the keyword result's page you might need to spend some amount of money as well. Keyword research is something that is required by a veteran as well as by a novice in the field of affiliate marketing.
With more popular keywords you need more marketing dollars in order to stay on top of the page. Those who understand this strategy for a long period of time are usually equipped with a better marketing budget.
But in case if you are new to this game then it is better to go for the less popular keywords. You need to use those buying keywords that are not very often typed by your target customers to search for your products in order to save some money.
For any affiliate marketing scheme the keyword research happens to be an integral part. For any successful affiliate marketer it is of utmost importance that he or she finds out about the buying keywords that are very often used by his customers to reach his products. If you target the wrong keywords or rather the browsing keywords, you can ensure customers who would rather have a look at your product but will not buy them.
So be quick with your keyword researches.
Source by Dan Marville
If you are struggling to make ends meet in these difficult times and are interested in making money online, then Lee McIntyre has developed a superb product that gives you a first class overview of the truths about what online marketing really involves.
With a vast array of products available from hundreds of online marketers, it is very difficult to know where to begin when searching for a decent, honest, product, that is going to give you the true information that you need without leaving you feeling out of pocket.
Lee has released the set of videos of his workshop that he delivered in 2009, in Manchester, and packaged it under the name Instant Internet Lifestyle and this is On Sale now. These videos are professionally recorded and presented in eight separate modules that completely cover the whole spectrum of running a successful online business using strategies that are the opposite of what most online marketers are doing.
Lee is really one of the ‘Good guys’ of a business that can sometimes appear ropey and his previous role as a teacher shines through in the entertaining and humorous manner that underpins the entire workshop. Lee tells all about his Instant Internet Lifestyle this is all On Sale!
The business strategies that Lee portrays during this two day event remind me of some of the famous ‘Spiritual Entrepreneurs’ such as Jack Cranfield and John Assaraf, who talk of giving more away for less, which actually generates more income in the long run as people realize what great value the products give, and they trust the seller enough to buy their products over and over again.
Lee also goes over many topics that cover the whole range of methods, from designing a ‘front end’ product to running a membership site, and many more in between. Instant Internet Lifestyle is On Sale.
As well as the newbie, this workshop will also suit someone that already runs an online business and wants to know proven strategies that will boost their profits into much more rewarding position and create a long lasting effect for the future.
Lee used all these strategies shown in this workshop to propel his business from nothing to $147,000 a month in only two years!
This package sells for £19.95 and really is a no brainier for this price, when you consider that many of the people present paid $997.00 to attend the workshop. You get over 12 hours of content that includes unannounced bonuses including secret sessions and transcripts of the whole event all which can be downloaded to your computer or iPhone to be viewed offline and your download page stays active for life!
Source by Carl E Picot
Contributor Grace Kaye walks through the process of creating custom intent audiences and offers tips for getting the most out of the capability.
The post Here’s how to use custom intent audiences in your GDN campaigns appeared first on Marketing Land.
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