B2B marketing, whether online or off, is all about relationships. With longer sales cycles, and often, larger purchase amounts, it’s the relationship that a customer has with a business that really determines whether or not they’ll make the sale. This also means that how the customer thinks and feels about the B2B company is vital to understand, throughout the relationship — especially in customer service after the purchase. eMagine has a good article on B2B online marketing tactics for 2014: The B2B Online Marketing Quick Checklist for 2014, and while they mention Facebook and LinkedIn, I think that social media marketing has to be one of the top tactics for any B2B company in 2014 — and that means finding the social networks that make sense for your particular business (which may mean publication or association social networks or even creating your own). Also vital to the success of any social media marketing efforts are being able to track customers throughout the sales cycle — which means a CRM that can be tied to social networks and campaigns and can find customers who are on social networks to know what they’re saying.
Here are the top Internet strategy, marketing and technology links for the week of January 20th, 2014… [Read more...]
Local search engine optimization (SEO) could be the end-all, be-all for your business if you rely entirely on a local retail establishment, if you only do business in a certain area, or if you are the type of business people are likely to look for via their phone. Being found locally is much different than being found in general in search engines and eConsultancy has some great information on local seo ranking factors and what you should do to make your site rank as high as possible…
The growth and ubiquity of the smartphone means that local SEO is more important than ever, and some of the techniques for improving rankings are very simple, and free. – Local SEO best practice: dos and don’ts by Graham Charlton
The point of marketing is to get the sale. Marketing often crosses channels — people will see a tv ad, and then check out a website — or see something on Facebook and decide to stop into a store. The same is true of email marketing — it often drives phone calls. These phone calls are often very high quality leads and so should be attributed as a success metric for the email marketing that generated them. Marketo has a great article with more detail on why phone calls are important and what metrics to look at…
Inbound phone leads are different. A 2012 BIA Kelsey Group study found that inbound callers are 10 times more likely to make a purchase than leads that simply clicked a link. That’s because leads that call you are most often further along in the buying process and ready to engage with a sales rep. So even if your email campaigns only generate a low volume of inbound calls compared to clicks and downloads, the calls are the leads that most often translate to revenue. Therefore, these leads are the ones marketers most need to track.
Failing to account for the sales pipeline and revenue from these inbound calls does a big disservice to your email campaigns. This practice also falsely deflates the ROI metrics you present to your executive team. – Why You Should Include Phone Calls in Your Email Performance Metrics by Blair Symes
The entire purpose of a business website is to get a potential customer to either buy from you, or at least ask questions that propel them down the sales funnel. One of the main ways for customers to contact a business is through a contact form, which are also key conversion methods on landing pages. Designing a contact form that is easy to fill out and still gets the information you need can be tricky. This infographic from Marketing Ninja explores some key ways to improve your contact forms to increase conversions…
Infographic: Contact Forms for the Marketing Ninja (Minja) by Lisa Margetis
Here are the top Internet strategy, marketing and technology links for the week of January 6th, 2014… [Read more...]
When your entire business is riding on the success of your website to make sales, you have to go beyond a pretty design. You need a site that works for your customers — letting them easily find what they’re looking for as well as all the information they need to make a purchase. Marketing and customer-centric designs don’t have to be contrary. Great marketing is all about what the customers want. eConsultancy has some examples of great eCommerce sites along with commentary on what makes them so good…
I’ve been asking the Econsultancy blog team, as well as a few ecommerce experts, for their suggestions of great ecommerce sites.
I’ve picked the rest, some because they offer an excellent all round experience, others for specific aspects which others can copy/learn from…. – Which ecommerce sites are getting it right? Here’s 21 of the best… by Graham Charlton
Do you send marketing emails to your customers? Have they specifically opted in to receive those types of communications from your company? If you have just dumped your customer list into a email marketing system, you may be putting yourself in legal risk. If you are in the US and only marketing to US customers, make sure you follow the CAN-SPAM act guidelines. And if your customers are in the UK or Europe since they have just made stricter rules about marketing to customers through email who have not specifically opted in to receive them….
Businesses must obtain “extremely clear and specific” consent from individuals in order to conduct direct marketing via email or through any other form of electronic marketing i.e. text or via the telephone. Businesses cannot simply rely upon implied consent unless this is adequate. – Emailing Marketing and Consent by IRENE BODLE