Tuesday, July 13, 2021

Attract the Right Prospects with Inbound Marketing

Attracting prospects by providing interesting and valuable content is an effective form of marketing that "pulls" prospects in.  Blog posts, videos and social content let you impart your knowledge and establish your expertise in the industry.  

Offering this helpful content in exchange for prospect data such as name, business or email address is the basis for inbound marketing campaigns.

This approach is vastly different from traditional outbound marketing which involves a "push" approach where companies use paid advertising to get products and messages in customers' minds and hope they take action.

Creating inbound marketing campaigns for a defined target audience to generate qualified leads is one of the best ways to market online. 

Here's an overview of how to execute your inbound campaign:

1.  Identify the audience

Define your target audience and their specific needs and pain points. Consider surveying or interviewing existing clients or prospects from your target audience to determine:

  • Demographics
  • Biggest challenges

  • Perceptions

2. Set goals

Determine what type and how many leads the campaign should generate by a targeted date.

3. Create relevant offers and landing pages

Create a content offer (an eBook, checklist, informational video series, etc.) that's valuable to the target audience. In exchange for your prospects' contact information, give them access to this valuable content (downloadable PDF).

Having an effective landing page (with a call to action and lead capture form) on your website is crucial to converting prospects.

4. Choose promotional channels to get the word out

Decide which organic and paid channels to use to reach your audience and promote your offer. Email, social media and paid advertising are good places to start. Develop campaigns and schedule posts or ads to drive traffic to your offer/landing page.

5. Engage

Once you capture prospect information, what will you do with it?  Develop an engagement strategy that helps you build a long-term relationship with these prospects. Create a series of relevant follow-up emails as well as sales team actions to turn your prospects into warm leads or even new clients.

6. Monitor progress

Assess whether your set goals were met and where campaign improvements can be made. Test different offers to see what gets the best response and closely track your promotional channels to understand where the leads are coming from.

Use inbound marketing to attract targeted customers by creating content and experiences that are relevant and valuable to them.  

Contact Jocelyn at MER to discuss how to start your next inbound marketing campaign!

Tuesday, May 11, 2021

Digital Marketing Tips for Small Businesses

What is digital marketing? It encompasses all marketing efforts that use the Internet and online digital technologies and devices. It includes a wide range of channels, such as websites, email, social media, SEO, mobile and pay-per-click ads.

With digital marketing, small business owners can promote their companies and compete with larger ones. Choosing the channels that will be most effective for your business can increase brand awareness, drive traffic to your website and generate more sales and leads.


Here are 5 digital marketing tips to help promote your business online:

Invest in Website Marketing

Websites are the most essential digital marketing tool—you own it and control it. Make sure your website is up-to-date, mobile-friendly, and easy for users to navigate, as well as modern and clean-looking. Investing money in your website is a good way to maximize its effectiveness.

Use your site to create landing pages (standalone web pages) for each of your marketing campaigns. Landing pages (as opposed to your home page) are where visitors “land” after clicking on your ad, email or social post. Landing pages are a good way to increase the conversion rates of your campaign. They’re designed with a specific goal or call to action (CTA) and work well if you’re trying to get a visitor to act (sign up, download information or make a purchase).


Start a Blog as Part of Your Content Marketing Strategy

Starting a blog on your website is one of the best free marketing tools available. On your blog, you can write about topics related to your business, showing your expertise and providing helpful information. Blog content that’s relevant to your target markets will drive people to your website and help your search rankings—content that’s relevant to your target audience will naturally rank in the search engines.


Use Search Engine Optimization to Be Found Locally

If most of your business comes from local customers then local SEO, which helps businesses be found in a specific geographic market, should be part of your digital strategy. Include your business city and state in your website’s title tag, alt tag and in your content. Ideally, your home page should include the name, address and phone of your company and it should match your Google My Business listing.

Google uses inbound links, or backlinks, to gauge the quality of your website. Inbound links occur when another website links back to your site, so be sure to post hyperlinks to your web pages from social media sites, online articles and guest blog posts. Also ask your business partners to post links to your site on their Resources page.

Another way to optimize local SEO is to completely fill out your local profiles on sites like Google My Business, Yelp, Bing, and so on. For a fee, Moz Local will ensure your business listings are correct and consistent on sites and directories that factor most in local search engine results.


Maximize Your Use of Positive Online Review and Testimonials

It’s also important to leverage the power of social media and social proof for your business. Social proof is how prospects and customers are influenced online by what others around them think and do. Having positive reviews and shares of your content on sites like Facebook, LinkedIn, Twitter and Instagram can create a buzz and generate more interest in you and your products or services.


Build an Email List and Leverage Email Marketing

Behind websites, email marketing is considered the second most effective digital channel. Email lets you stay connected with customers and engage with them on a regular basis, easily providing them with news updates, special announcements and offers. It also helps improve your brand recognition and credibility. All it takes is one well-constructed email to drive traffic to your website or social media pages.  

A solid responsive email list can be more valuable than a big social media following. When building an email list, start with who you know—customers, prospects, chamber members, business partners, family, and friends. Include an option to sign up for your email list on your website and social media, using helpful information, coupons and special offers to entice them!

It’s important to remember that you don’t necessarily need to use all of these digital marketing tools listed—instead, figure out which ones are most effective for your business.

 

 

 

Tuesday, March 16, 2021

Email Newsletter: Why Your Business Needs One

E-newsletters are a succinct way to communicate with your prospects and clients. Newsletters can serve as valuable vehicles to educate and inform your target markets, fundraise, promote a new product or just stay top of mind with those most important to you. The best part is that e-newsletters can be produced at a low cost with a high return.

It’s well known that email marketing is one of the most effective forms of marketing. According to a report from Litmus, the average ROI (return on investment) for email marketing is $42 for every $1 spent.  Depending on which industry you’re in, that return can be even greater:

  • Software & technology: 40:1
  • Marketing, PR, & advertising agency: 42:1
  • Retail, e-commerce, & consumer goods or services: 45:1
  • Media, publishing, events, sports, & entertainment: 45:1
  • Travel, tourism, & hospitality: 53:1

Email newsletters are a great way to dip your toe into email marketing.  E-newsletters come in a familiar format that’s easy to digest and are generally welcomed in the inbox.  Here are some reasons to consider investing time and effort into developing an e-newsletter:

1. Boost Sales

Attracting new business and re-engaging with existing customers requires consistent communication and e-newsletters provide an effective way to do this. Email marketing allows you to highlight your products or services, illustrate benefits, show examples and easily connect prospects to a point of sale. Including special incentives like coupons or discounts, plus a strong call to action, can help you generate more business.

2. Maintain Connections


When you consistently deliver valuable information to your clients and prospects’ inboxes, you develop trust in your brand and become known as a source and expert in your industry. E-newsletters that offer relevant information can help you stay connected to your audiences.

You can also boost your other digital marketing efforts- specifically your social media network connections- by featuring and linking to them in your e-newsletter.


3. Drive Website Traffic

What better way to get the people who matter most to your business (your email contacts) to visit your website? By placing strategic hyperlinks to your products/services or blog posts, e-newsletters can play an active role in increasing site traffic.

Email marketing services let you track your e-newsletter’s performance, including open rates and click rates, so you can see which content worked best. These insights will help you evaluate which content  appeals most to your readers when you’re creating your next issue.

If you need help creating an e-newsletter or other type of email marketing, contact Jocelyn Murray at Marketing & Event Resources.  Check out my portfolio for samples of e-newsletters that I've created for my clients.