Archive for Marketing Strategy

104 Facts You Don’t Know About Mobile Marketing

Mobile marketing currently represents one of the newest forms of digital marketing present on the market. For those who do not know, it provides customers with personalised information, promoting services, goods and ideas. The technique has been regarded as any marketing activity that is conducted through a network that mobile users are constantly connected to.

Some of the main benefits associated with mobile marketing include the possibility to send location and time-sensitive pieces of information, via a wide variety of channels, including push notifications, app-based marketing, QR codes, SMS, MMS, Bluetooth, in-game mobile advertising, voice email and even through automated calls. As we live in the era of smartphones, mobile marketing carried out via push notifications is essential to promoting services, establishing brand loyalty, encouraging people to purchase products or services, but also making sure that existing customers return to buy more.

In this particular infographic compiled by the team behind Website Builder, you will be able to find 104 interesting facts that you don’t know about mobile marketing, including desktop vs. mobile comparisons, niches that work best, great mobile marketing techniques, but also usage, user friendliness, adoption, commerce, search and conversion stats.

mobile-marketing-final-with-logo

Professional Guest post by Website Builder WebsiteBuilder.org

What Is Your Lead Generation Process for New Business?

Believe it or not, most small to midsize agencies have no consistent process for generating online leads.

Business development doesn’t have to be so difficult. With a little forethought and the creation of simple steps and processes, you can create a system that will make it much easier to kick-start your online leads.

Here are 7 ideas to help get you started:

1. Consistently Use Lead Generation Platforms

The battle for new business has moved online.

According to Marketing Sherpa, 80-90% of business to business transactions begin with a search on the web.

Lead Generation
You want to enlarge your agency’s online footprint to have the ability to consistently generate more leads. These are some proven platforms:

  • For over eight years, I’ve prescribed creating a niche blog for agency new business and have helped create over 200 personal blogs for agency principals. A personal blog can provide small to midsize agency owners with a perfect platform to create positioning of authority and appeal to a very specific target audience. It’s like a fishing expedition. You fish for a specific fish with a particular bait, you fish away from the boat (the agency’s website) so you don’t scare off the fish.
  • Repurpose your online content into white papers, eBooks, SlideShare presentations and videos.
  • Create your own training events. Add live webinars, online training courses, offline seminars and workshops to your lead generation tool box as a way to build relationships and buy-in from prospects. You’ll quickly establish value and a positioning of expertise when your first face-to-face meeting is a paid engagement.
  • Use your personal social media accounts to grow your online community of prospects and engage with them online. Most agencies still haven’t tapped into the power of social media for creating new business leads. It is networking on steroids.

2. Create Specific Calls-to-Action

A call to action is an important element for generating inbound leads. Every call to action must immediately answer two primary questions: First, what do you want prospects to do? Second why should they do it? An effective CTA will eliminate the guesswork. A resource that you might find helpful is Hubspot’s 101 Examples of Effective Calls-To-Action.

3. Qualify Your Leads

To begin a successful lead generation program, one of the first steps is to identify and qualify your best prospects.

A business development person without leads is like a fish out of water. Neither can survive very long. Yet …

Only 30% of B2B marketers know the names of decision makers in the companies they are targeting. The RAIN Group

To be successful in new business development, you must first name your prospects. Then it’s important to qualify them. Unqualified prospective client meetings are as bad as no meetings at all. It is a waste of agency time and resources.

4. Try Speaking for New Business

Speaking at events attended by your best prospects will provide you with instant credibility. It’s an excellent tactic for business development, particularly for small to midsize agency owners. Having the opportunity to speak in front of a highly targeted, interested group of prospects is the most effective form of lead generation.

Public speaking is an essential component to my business development program. I have been the keynote speaker for more than 100 events in the U.S., Canada and in the UK, speaking on topics related to leadership, business development, and social media. It’s typical to come away from these meetings with new clients. That’s why my personal marketing is designed to facilitate more opportunities to speak.

5. Eliminate Web Forms to Connect with a Person

Most people don’t like completing online forms. Prospects have no idea who gets their information,  the follow-up or how their info will be used in the future. When a prospect has an interest, it is often short-lived. I encourage my clients to make their contact information directly available to their prospective clients. Remember, you’re not selling widgets! Make it easy for them to reach out to you.

6. Add and Optimize Landing Pages for More Leads

Landing pages are vital to producing inbound leads. According to some studies, over half of landing page visitors leave within 5 seconds. You need to know how to get the most from them. For instance:

  • Using correct targeting and testing methods can increase conversion rates up to 300%.
  • According to the Marketing Sherpa’s Benchmark Report on Landing Page Optimization, only 52% of businesses and agencies that use landing pages test them to find ways to improve responses.
  • You should have only one specific offer for each landing page but 48% of landing pages contain multiple offers.
  • Adding videos on a landing page can increase conversions by up to 86% according to a study by Eye View Digital.
  • You may not realize it but long landing pages have the greater potential to generate significantly more leads, up to 220% more leads than above the fold call-to-action. Email Monks

New business success is dependent on the number of qualified leads. So, the first step toward this objective takes place by developing effective landing pages.

7. Provide Social Proof

As part of my consulting work, I’m asked to review a lot of agency websites from a new business perspective. Recently, I was reviewing the website of a large agency in New York. I wasn’t surprised that I didn’t find a single testimonial from a happy client. A good number of agencies neglect to add this important component to their marketing mix.

Third-party validation is a powerful tool.

63% of consumers indicate that they are more likely to purchase from a site if it has reviews and testimonials. – CompUSA and an iPerceptions study

Adding client testimonials and recommendations is one of the easiest ways to empower your lead generation program. Testimonials help to eliminate skepticism, provide credibility and trust.

 

Professional Guest post by Michael Gass, Business Development Consultant | Speaker | Author of Fuel Lines

The “Internet Marketing Lead Generation Ecosystem” infographic

We are happy to share today a useful infographic sent by one of our professional collaborators of Comvort blog, Bri’an Fields, CONTENT MARKETING SPECIALIST from StraightNorth.

The “Internet Marketing Lead Generation Ecosystem” infographic was created by the Chicago SEO experts at Straight North, a B-to-B website design, SEO and PPC firm. It’s served as a blueprint to show how multiple online marketing channels can be leveraged to develop one online lead generation campaign.

lead-gen-ecosystem

This infographic can help both beginner and experienced marketers to:

  1. Understand how various online channels can be combined to create an effective online lead generation campaign;
  1. Identify issues in your current campaign that can be potentially costing you leads, and create alternatives to revise and scale your current campaign.

The hexagons at the top show the numerous channels that can be used to drive traffic to your website. The middle section illustrates the process for reporting, contacting and lead validation, which should be managed by more seasoned Internet marketers. And, at the bottom of the infographic, it shows the leads gathered become a new customer.

Professional Guest Post by Bri’an Fields, Content Mktg Specialist from StraightNorth.

5 tips to bring your global brand to a local audience

If your market is becoming increasingly saturated you might consider growing your business further afield. Take care though, what works in your native country might not always work in a foreign market.

Here are 5 tips to localise your global marketing campaigns.

  1. Think global – act human:
    A global company like Coca-Cola have their marketing campaigns revolve around people enjoying their products. The universal message used to frame this perceived emotion was ‘Always Coca-Cola’ which was then translated into different languages but the core message wasn’t the same. A more recent campaign was the ‘Share a Coke’ campaign which was first trialled in Australia and New Zealand in 2011 and saw a 7% increase in sales. This campaign was then subsequently rolled out globally. The message is simple and couldn’t possibly offend anyone.
  2. Research: When Proctor & Gamble first launched Pamper nappies in Japan it had a stork delivering a baby on the packaging. This packaging was effective in the U.S. but sales struggled in Japan as parents became confused by the image of the stork. It is recommended that you review your marketing collateral before launching your products in a foreign country.

    global

  1. Streamline content:
    To ensure your brand is visually consistent globally it is worth putting effort in creating assets, campaign resources and brand guidelines that can be used everywhere.
  2. Adapt to local marketing expectations:
    Expectations will vary per culture, for instance in the U.S. delivery is a key performance indicator and they prefer their goods to be delivered quickly, whereas France is much more focused on quality and delivery isn’t as much of an issue. Highlight these aspects in your communication.
  3. Global world: With social media messages spreading across the world much quicker – your cousin in the U.S., for instance, might complain about his level of service and you maybe based in the UK and this will still pop up on your time line. Customer service should be key and a global effort.

If you are looking to launch your campaign on a global level get in touch with your Comvort local agency partner today.

Professional Guest post by OWB-UK. (Agency Comvort Member since 2009).

International trade opens a world of opportunities and offers companies access to new customers, revenue and ideas

Interview with Teresa Gualtieri, UK Trade & Investment Manager who gives us an insight of the current state of the digital landscape and her advice for any businesses looking to maximise their digital outreach.

Teresa Gualtieri

Teresa Gualtieri, UK Trade & Investment Manager.

 

What advice would you give to companies looking to trade internationally?
International trade opens a world of opportunities and offers companies access to new customers, revenue and ideas that can boost a company’s profile, credibility and bottom line. Like any other major business project, research and planning are absolutely crucial to success, as well as pulling together the essential know-how, resources and team of professionals. The experience and expertise gained in the domestic market is also invaluable and the passionate belief in your product or service is no less important.

Is there anything you need to bear in mind with cross-border e-commerce?
Every country has its own tax system, covering issues such as sales tax. As you export, it’s critical that you understand these rules and comply. Similarly, you need to know what your legal obligations will be in the new market you’re entering. This includes local laws, product standards and regulations. For example in some countries you may need to modify your product, packaging or even get your goods inspected and approved before they can be sold there.

Also, it’s critical that you have an understanding of how Intellectual Property Rights vary across your markets to protect your brand and ideas.

Have there been any recent developments that you’ve been made aware of?
Yes of course, regulations change quite often, especially in the e-commerce sector. For example, the US has recently expanded the dollar limit under which shipments can be admitted to the US with no duty, fee or tax and with a bare minimum of customs formalities.

The limit had been set at $200 for over twenty years but the Trade Facilitation and Trade Enforcement Act of 2015 was signed into law by President Obama last February.  The most comprehensive customs legislation in over twenty years, the Act sets a new limit at $800. Another example is the ‘positive’ list for 1,142 commodities permissible to be sold through cross border e-commerce in China which was released last month. The list partially or completely prohibits importation of infant formula milk, health foods, food for special medical benefits, fresh foods, and others. Or – always regarding the Chinese cross border e-commerce – the new duty rates for items sent directly through the postal system and through free trade zones have been in place since April 8th 2016.

What are your expectations for future digital trading?
The combination of technology and the services it enables is stimulating consumer activity as society spends more and more time online. Mobile devices have driven this change with sales of smartphones and tablets surpassing laptops and desktops in recent years. Activity on social media platforms reflect this transition to an “always-on” culture and for many brands mobile is the strategic growth channel amongst the range of channels they operate. If mobile devices have already changed the way consumers shop, wearable technology will reinforce the ability of consumers to buy anywhere and do so when and how it suits them. When the consumer is “always on” and the market consists of multiple touch points for display and others for sell-through, the market is literally everywhere. Brands will need to stand out and be destinations that consumers want to spend time with during and outside of the buying cycle. Without this they will be lost as more and more companies of all types compete for screen time with consumers. Brand owners will need to adopt the mentality of media companies, invest strategically in content and understand the best channels to distribute it, by optimising the mix of owned media, earned media and paid‐for media.

How can you optimise your website for an international audience?
I would start from planning an international domain strategy and decide whether to use a Top Level Domain or a country code Top Level Domain. There is an interesting article by MOZ that I always recommend my clients to read because it sheds light on some important technical elements that not all businesses are aware of – The Guide to International Website Expansion.

Keyword Analysis is vital. If you create one keyword list and assume it will serve your SEO purposes across all the countries you target, you definitely won’t be targeting your audience in those countries effectively. Different keywords may cater to different audiences depending on location, so you need to identify which keywords are most popular in each country you’re targeting, and optimize the pages on that country’s website accordingly. In addition, remember that even a correct and accurate translation of a keyword or term may not be what people actually use to search for a product or service locally.

Speaking of translations, they are also a key element if you target markets where English is not the first language spoken. Definitely stay away from machine translations. They often sound robotic, unnatural, and sometimes, completely nonsensical to anyone who speaks the language natively. Publishing poor quality content on your website can undermine your company’s credibility to an international audience. Get help instead from someone who is fluent in the language you’re creating content for, ideally someone who is not just a translator but also a copywriter, or someone with some technical knowledge who understands your products or services clearly.

Localise content to each market. Currency, contact details, sizes, measurements, visual elements (images and what’s pictured in them), characters accepted in contact forms, tone of voice (formal vs. informal), page layout (some languages take 25% more space than English), dates and times, payment and shipping options, customer service in the local language…this list could go on and on!

If you’re going to export successfully – whether it is through your website or not – you need to understand the language, traditions and ways of doing business in your new market. Then your website should reflect these. By making this a central part of your strategic approach to exporting, you can help to build your new customers’ trust and confidence in your company.

What are the benefits of being part of an international marketing network like Comvort?
Easy access to key information and contacts are definitely the top two advantages of being part of an international network like Comvort. If you are looking to export to the UK please get in touch with UK Trade and Investment as there are professional advisers in more than 100 countries.

Professional Guest post by OWB-UK. (Agency Comvort Member since 2009).

*On behalf the Comvort Group, many thanks OWB and UKTI for the time in giving our members and readers all these interesting tips.