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Oct 25 2014
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How To Measure Social Media Marketing

Published in Social Media

Internal metrics may be the key to social media marketing successSocial media marketing is no longer a trend; it’s an industry mainstay. According to a recent Social Media Examiner industry study, 92 percent of marketers feel social media is important for their business, a 6 percent increase from 86 percent in 2013.

It’s clear that social marketing is beneficial to business growth, but the secret sauce that ties the dish together has yet to be discovered. While advertisers are investing in social, they’re not exactly sure how to obtain a 100 percent return on investment as of yet. In fact, 89 percent of respondents in Social Media Examiner’s study noted they want to know the most effective tactics and the best ways to engage their audience on social platforms.

Even despite myriad metrics and analytics available, marketers have found it challenging to pin down how to obtain a complete ROI, which makes it difficult to optimize campaigns going forward. Lead generation strategies are predicated on targeted outreach efforts, but that can’t be realized without narrowing the focus of a social network campaign.

Internal metrics may be the key to social media marketing success

Attitudes toward social media marketing likely won’t change in the near future, and it’s safe to say advertising budgets may continue pouring dollars into online network marketing in the coming years. That said, it’s time for decision-makers to look at ROI from a different perspective. In the past, online platforms have provided marketers with dashboards and other sets of tools to measure arbitrary metrics such as shares and likes, but these units of measurement are difficult to equate to bottom line revenue.

Social ROI comes from within

Social media marketing ROI must come from within then, since the traditional metrics, while valuable in their own right, have proved challenging to marketers in the past. A recent eMarketer report spoke to multiple industry experts about social ROI, and they suggested the three following ideas to measure social return:

  • Earned impressions are important; learn how to value them.
  • Heed the advice of multiple stakeholders. Collaborate with clients and their research departments.
  • Businesses need to do a better job of understanding their clients’ objectives and using social metrics to optimize their campaigns. Demonstrate business value by developing metrics that will be useful for their outreach efforts.

It’s important to not ignore the metrics already available in the social space, as these can help businesses optimize their own or their clients’ campaigns. That said, marketers need to go a step further to try to understand how these figures apply to their individual objectives, thus creating a more personalized outreach effort and an enhanced lead generation strategy.

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Oct 22 2014
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How To Generate More Leads For Your Business

Published in Lead Generation

How to get more leads for your business

Lead generation 101: Know what customers like

Successful lead generation strategies start with understanding a target market and exploiting certain wants and desires. Businesses can’t expect to effectively interact with potential leads if they’re sending useless rhetoric during an outreach campaign, so it’s critical for marketers to not only communicate on channels where consumers are most likely to be, but also to understand what’s most important to them.

According to recent research, the in-store experience still holds merit in the eyes of the buyer. According to a study conducted by multinational IT consulting firm Capgemini, 72 percent of international shoppers said the traditional store experience is still important when making a purchase, 5 percent higher than the 67 percent of respondents who stated Internet marketplaces are important to their shopping experience. Another 53 percent of buyers felt in-store technology, such as kiosks, is important when making a purchase.

Cater to consumer needs

Although the popularity and viability of e-commerce continues to grow at an exponential rate, it’s unclear how long the brick-and-mortar retail experience will remain on top in terms of importance in the eyes of the buyer, but one thing is clear at the moment: Marketers need to appeal to current consumer demands. Capgemini results indicate there’s a strong demand for the tangible aspect of buying in stores, but it’s also clear that a Web-based shopping platform remains relatively important to buyers as well.

Consumers are continually searching for an engaging experience. While retail businesses lack the traction that e-commerce marketplaces have in terms of prior purchase recommendations, brick-and-mortar businesses can create more engaging in-store experiences by tapping into popular consumer technology. Citing a recent UPS, comScore and e-tailing group study, eMarketer reported that 36 percent of respondents said electronic receipts sent via email or text are the most appealing in-store technology to domestic shoppers, with in-store kiosks ranking second at 32 percent of respondents.

Marketers can utilize current smartphone technology to better reach out to consumers. By sending customers targeted and relevant messages pertaining to in-store shopping experiences, marketers can drastically help a lead generation campaign. The future of both in-store and digital marketing lies in the hands of technology, and marketers must leverage these advances to more effectively interact with potential clientele. Lead generation campaigns don’t have to strictly rely on traditional methods of outreach, either. Advertisers can send relevant information directly to the palms of buyers’ hands and are more likely to generate qualified leads by understanding consumers’ needs.

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Oct 17 2014
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3 Tips For Email Marketing Subject Line

Published in Email Marketing

Tips for Email Marketing Subject Lines

Consumers now are widely using smartphones and portable devices to remain connected to the outside world. In doing so, they’re not only more informed, they’re also inundated with information, requests and content coming from all angles.

With that said, marketers are having a harder time making a lasting impression on consumers once their message gets in front of the customer’s eyes. This makes for an interesting dichotomy, considering there are more communicative conduits now than ever before. Although the technology exists to allow brands to interact with consumers more regularly, advertisers need to create more attention-grabbing messages since competition for consumers’ time is high nowadays. The window of time to connect with consumers, especially in an email campaign, is small, so marketers need to hook the reader right away.

Our three tips for rock star email marketing subject lines:

  1. Test and then test again: There’s no better way to kick off an email marketing campaign than by starting with your best foot forward. In this context, businesses can start with a bang by testing which words, phrases and sentence structures work best before sending out emails. Simple A/B testing can help any lead generation campaign. Companies can determine which subject lines work the best by splitting a campaign with two different subject lines, determining which line gets the highest click-through rate and then optimize going forward.
  2. Go local: Email marketing can be effective if it’s personalized, and businesses that utilize local marketing to their advantage are likely going to see higher click-through rates on their lead generation campaigns. Including a person’s first and last name in a subject line doesn’t necessarily improve click through rates, but localization does, according to recent research conducted by Mail Chimp. Simple things like including a city’s name can dramatically improve lead generation efforts.
  3. Get to the point: Marketing blog Wordstream recommends that advertisers avoid ambiguity at all costs when it comes to crafting an effective subject line. The point is to interact in a meaningful manner, not to confuse or put off the reader. If a company can be witty and get a point across, by all means, it should do so. Humor is a great way to get new customers to open up your email. Even straightforward subject lines are effective because they’re simple and get the point across.


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Oct 14 2014
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High Social Media Engagement Increases Retail Sales

Published in Social Media

Marketing engagement on social media boosts revenue

Marketing engagement on social media boosts revenueThe relationship between marketing and business success is nothing new, but recent data shows just how much a strong social media strategy can enhance a business’ bottom line.

Shopper social media company Collective Bias released research showing retail customers who are engaged on social media tend to spend more at businesses. In fact, Facebook fans of grocers who posted 10 or more times on the company’s Facebook page spent over $1,000 more each year compared to a typical customer.

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Oct 10 2014
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3 Things You Need to Know About SEO Services

It’s never too late to give your SEO a boost

3 Things You Need to Know About SEO Services

Search engine optimization has become such a buzzword in recent years that even businesses that don’t fully understand what it is or how it works are aware of its importance.

In short, SEO is all about making sure your website is at the top of the pile when a consumer searches for something online. Many businesses turn to paid searches to ensure their sites get premier billing, and while this can be beneficial in strategic doses, do you really want to keep paying for potential customers to see your website if you can do it for free?

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