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How Multi-Touch Attribution Can Boost Your Marketing Strategy and ROI

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Let’s imagine someone first discovered your company’s offer on Instagram, then joined your email list, and finally made a purchase on Amazon. It’s tempting to give all the credit to Amazon just because that’s where the sale happened. But that overlooks how Instagram sparked the initial interest and how your emails kept them engaged. If you only focus on that last touchpoint, you miss out on the bigger picture of how each platform contributed. A multi-touch attribution model uncovers the value of each channel. It helps you make smarter decisions about your omnichannel strategy and where to invest your time and budget.

What is Multi-Touch Attribution (MTA) Model

Multi-touch attribution is a marketing effectiveness measurement technique that factors in every touchpoint along the customer journey that contributes to a conversion. This includes channels, campaigns, and any interactions, ensuring that each one receives credit for its role.

As mentioned earlier, only focusing on the last touchpoint and ignoring earlier interactions means you risk misjudging which channels truly drive awareness, engagement, and trust. Not to mention, modern customers often have much longer buying journeys. Research shows that over 70% of consumers take a month or more from initial brand engagement to making a purchase. MTA offers a way to see how each channel works together so you can make more accurate, precise decisions about budget allocation, strategy, and communication tactics.

What Are Common Multi-Touch Attribution Models

1. Linear or Even-Weighted Model:

It is assigns equal credit to every touchpoint in the customer journey, ensuring that all marketing efforts are recognized. This is a simple and straightforward model while doesn’t account for the varying levels of impact that different touch points may have on the buyer’s decision-making process.

2. Time Decay Model:

It is gives more credit to touch points that occur closer to the moment of conversion. This approach assumes that interactions nearer to the purchase decision are more influential in driving the sale. While it effectively highlights recent, impactful activities, it may undervalue earlier touch points that are crucial for building awareness and interest.

3. Position-Based (aka U-Shaped or W-Shaped) Model:

It is distributes most of the credit to the first and last touchpoints, with the remaining credit allocated to key interactions in the middle of the journey. In a U-Shaped model, the first and last interactions receive significant credit. The W-Shaped model adds extra weight to important mid-funnel touch points, such as email sign-ups or white paper downloads. This balanced approach provides a comprehensive evaluation of marketing efforts.

4. Data-Driven Model:

Unlike the first three models, which rely on predefined rules, this model uses machine learning to determine the precise impact of each touchpoint on conversions. It assigns credit based on the actual influence each interaction has on driving sales or leads. This method offers the most accurate insights but requires robust data infrastructure and advanced analytical tools, making it more complex and resource-intensive to implement.

How to Get Started with Multi-Touch Attribution Model

team members sit around to discuss the marketing data analytic process

There are ton of benefits to adopting MTA to evaluate your marketing efforts and budgets. Don’t let this new concept intimidate you. Getting started with Multi-Touch Attribution doesn’t have to be overwhelming. By following a step-by-step approach, you can start small, implement the model effectively, and gradually gain more accurate and insightful marketing measurements.

Here’s how to get started:

  • Define Your Goals and KPIs:
    Are you measuring lead generation, online sales, or customer retention? Establishing clear goals and KPIs will help guide your attribution efforts and ensure alignment with your business objectives.
  • Map the Customer Journey:
    Identify all the touch points your customers interact with, from awareness to conversion. It is will help you track the right data and ensure no key interaction is overlooked.
    You May Also Want to Read: Core Difference Between Buyer Journey vs. Customer Journey
  • Choose the Right Attribution Model:
    Select an attribution model that fits your current needs and data capabilities. If you’re new to MTA, start with a simpler model like Linear model. For more advanced insights, consider Position-Based or Data-Driven models as your data infrastructure matures.
  • Invest in Your Marketing Performance Tracking Tools:
    Platform like google Analytics 4, HubSpot, Semrush or specialized attribution software are excellent options for you to collect necessary data using for MTA analysis.
    You May Also Want to Read: What’s New With Google Analytics – How To Measure Your Audience
  • Test, Monitor, and Optimize Your Model:
    Implementing an MTA model is just the beginning. Regularly test your attribution model by comparing its insights with actual performance data to ensure it aligns with your business goals. And make sure continually monitor key metrics to identify trends and pinpoint areas for further improvement and optimization.

Multi-Touch Attribution is a game-changer for marketers looking to understand the full value of their marketing and communication efforts across channels. By accounting for every interaction in the customer journey, it provides a more accurate, insightful view of what drives conversions, helping you allocate budgets effectively and optimize strategies. Don’t hesitate to explore this model—it could be the key to transforming your marketing success.

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hiring a full service advertising agency

Creating Advertising Strategies That Work

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Advertising is an integral ingredient in marketing for building a successful business. It’s how you make your business, products, or services known to your target audience. You must devise creative advertising strategies if you want your customers to choose your products or services over the competitors’.

While there are many ways to advertise, your chosen strategy must fit your brand objectives. This post looks at some advertising strategies in marketing and guides you on creating one that works for your business.

Defining an Advertising Strategy

An advertising strategy is an action plan that aims at the following:

Your advertising strategy is part of your comprehensive marketing plan. They must align with your company goals and objectives and can be a mix of digital and traditional marketing channels. These are the two broad categories of advertising strategies. Traditional marketing entails using media like:

  • Television ads
  • Billboards
  • Prints ads
  • Direct mail
  • Street teams

Digital advertising tactics include the following:

  • Social media marketing
  • Email marketing campaigns
  • Content marketing
  • Search engine optimization
  • Pay-per-click advertising
  • Social media marketing
  • Influencer marketing

Steps to Creating Effective Advertising Strategies in Marketing

Having the most effective advertising strategy in marketing takes time to achieve. You must continually fine-tune your approach to determine the advertising methods that best engage your customers.

If you’re starting or want to overhaul your current advertising strategy, here’s a template you can use:

1. Identify Your Target Audience

Your advertising strategy should be about reaching out to the people interested in purchasing your products or services. Consider the specific demographics of this target group, including the following:

  • Their gender
  • Age
  • Attitudes
  • Personal values and attitudes
  • Income levels
  • Occupation.

With this information, you can create a buyer person or a fictional representative of the target customer base that your business wants to reach. The consumer profile of your target audience can give you an abstract idea of what your customers want. You can use this to shape your advertising message.

2. Determine Your Advertising Objectives

Once you identify your target audience, ask yourself why you want to advertise. There could be different goals to achieve through advertising, such as boosting sales, promoting newly launched products, or increasing website traffic. It could also be to create awareness about a product’s benefits.

Having clarity of purpose is a crucial step forward in the direction of creating an effective advertising strategy. Your marketing objectives can also inform your choice of advertising platforms, as different channels have varying outcomes.

3. Create Your Advertising Content

Once you determine what you want to achieve through your advertising strategy, it’s time to create content that helps you achieve this goal. Some factors to help in your content creation strategy are the following:

  • Having an SEO strategy such as voice or video search for local and mobile SEO
  • Keyword research for more insights into what your customers want to see
  • Having a blog or website that you regularly update with relevant, educating, and engaging content
  • Creating attractive landing pages that trigger a sales funnel for your business.

Influencers and content marketing agencies can help you craft relevant content that enables you to put your brand message out there. Forging partnerships with these professionals can help you reach your target audience in ways that automated content advertising strategies cannot.

4. Choose Your Advertising Platforms

In choosing your advertising platforms, consider those most helpful in reaching your target audience. In this digital era, only a tiny percentage of businesses will consider traditional marketing channels as their primary platforms. Digital advertising platforms are more likely to reach a broader audience and have a greater return on investment.

Consider incorporating a mix of advertising channels to test their viability for your business. Online marketing provides an array of advertising strategies, as previously mentioned. However, if you’re new to advertising, you’d rather stick to a few channels first.

Once you accumulate enough analytics and data from the channels, you can determine their effectiveness and consider branching out to other platforms. After testing the results, you can create a vibrant mix of responsive media for an effective advertising strategy.

5. Audit the Results and Keep Improving

Launching an advertising strategy is only the beginning of your business promotion strategy. You must also analyze and refine the various advertising methods you use. A/B testing is one of the approaches you can use. It entails showing different types of ads to similar customers. Then, you can gauge the messages with better click-through rates. Investing more in ad messages with higher click-through rates can yield better returns for your business.

Your marketing team should constantly be on its toes to review marketing campaign metrics. Consequently, it should engage in relevant targeting to reach a broad audience. Assessing and refining advertising strategies is an ongoing process as long as your business operates.

Effective Advertising Strategies in Marketing Are Crucial to Your Business Success

A business without a well-structured advertising strategy in marketing will fail because it lacks a systematic method of reaching its customers. An advertising plan creates brand awareness and tells your customers why they should choose your products or services, not your competitors’.

Creating a strategy that works and withstands the test of time can be complex, but the steps above can help you get started. With time, you can fine-tune the plan to add more steps depending on what works best for your business. You should eventually be able to automate your advertising strategy for marketing and reap from the investment.

smart goal examples for marketing

SMART Goal Examples That Will Make You a Better Marketer

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When creating your inbound marketing strategy, it’s important that you set smart goals for marketing as part of your planning process. Without smart goals, you won’t be able to judge the performance of your inbound marketing tactics. This means you’ll have no idea whether your money is being put to good use. When you have goals in place, you can make adjustments to underperforming tactics. However, one of the mistakes many brands make is to set goals that are vague or too broad, such as “increasing brand awareness” or “building brand authority.” This article will talk about good smart and examples that are helpful in marketing. 

What Are Smart Goals?

SMART goals are goals that are (S)pecific, (M)easureable, (A)ttainable, (R)elevant, and (T)ime-bound. They are clearly defined goals that are realistic, quantifiable, and focused. By implementing these goals, you’ll know exactly what kind of results you’re aiming for and how to accomplish them. The following is a more detailed breakdown of SMART goals:

  • Specific goals – Specific goals are metrics that you want to improve, such as leads or visitors.
  • Measurable goals – To track the progress you’re making, you need to quantify your goals. For example, a type of event increased the number of visitors to your site by 20 percent.
  • Attainable goals – It’s important that your goal is something that’s actually possible. For example, doubling the number of visitors to your site in one month is probably unrealistic. Increasing your visitors by 10 percent may not be, especially if you managed to increase your visitors by 5 percent the previous month.
  • Relevant goals – Make sure that reaching the goals you’ve set will actually have an impact. For example, hitting your goal to increase your website traffic by 10 percent may not mean much if you have a high bounce rate or if none of these visitors are converting.
  • Time-bound goals – Set a deadline to meet your goals so that there’s some pressure to actually accomplish them.

Examples Of How Smart Goals Should Align With Your Business Goals

SMART Goal Examples

The following are a few SMART goal examples for marketing to give you an idea of how you can implement SMART goals in your marketing strategy:

  • Bring in more web traffic – Increasing web traffic is a very general goal. The SMART goal version of this might be to increase web traffic by 10 percent within one month. This includes the use of SEO, social engagement and content marketing to increase lead generation.SMART goals for email marketing
  • Increase email subscribers – Email marketing is an excellent way to nurture leads. A SMART goal version could be to increase your email subscribers by 20 percent within one month using your Facebook ad budget on blog posts that have previously captured the most email subscribers.
  • Gather a webinar audience – If you are planning a webinar, then you can use a SMART goal to help measure its success. Let’s say you’ve already collected 100 signups within two weeks. The seminar is scheduled in one month. Your SMART goal might be to double your signups for your webinar by the webinar date through social, email, and blog promotion in order to close more sales.

These are a few SMART goal examples in marketing. These SMART goal examples take some very basic marketing goals and make them more actionable and measurable. The use of SMART goals in marketing can really help you get the most out of your marketing dollars. This is because you can use the results (whether you end up meeting your goals or not) to set future goals that may be more realistic and impactful.

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The Importance of Earning High Quality Backlinks

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One of the major goals of an inbound marketing campaign is to be found online. There are many tactics that you can implement in order to achieve this. One such tactic is through link building, especially high-quality backlinks. Link building refers to getting other websites to link to your content.

The more high quality backlinks that you earn to your website, the more traffic you’ll receive. Because of the nature of high-quality backlinks, there’s a good chance that this traffic will consist of high-quality leads. Because of this, you should try to earn as many high-quality backlinks as possible.

High-Quality Backlinks Benefits

There are two major benefits of high-quality backlinks. The first is that a website that links to your content is doing so to provide its audience with a quality source that they think will benefit them. This means that your content will be exposed to an audience that is likely going to be relevant to your brand. Backlinks from websites with particularly big audiences are going to result in a lot of web traffic to your site as well, which can result in more potential leads.

The second benefit of earning high-quality backlinks is that they indicate to Google that your content is of high quality. After all, a reputable website wouldn’t send its audience to your page if the content wasn’t helpful or relevant. As such, Google factors the number of high-quality backlinks that your content earns into its page rankings. This means that the more high-quality backlinks you earn, the higher your page is probably going to appear on their SERP. As a result, you’ll gain more exposure and more organic web traffic.

Also Read: Content Marketing Misconceptions

How to Earn High-Quality BacklinksHigh Quality Backlink2

Earning high-quality backlinks might seem like a matter of luck. After all, you have no control over whether another website decides to link to your content. However, this isn’t necessarily true. There are several ways that you can increase the chances of being linked to. The following are a few tips on how you can earn more high-quality backlinks:

  • Create high-quality content – The first thing that’s required to earn backlinks is to have content worth linking to. This means that you should focus on creating high-quality content that is relevant to your target audience and that is helpful or informative in some way. Be sure to get your content out there too by promoting it. For example, link your content to your social channels and add social share buttons so your readers can help expose it to more people. The more exposure the content is, the more likely it is that another website will stumble onto it and link to it.
  • Optimize your content for SEO – The higher your content ranks on Google’s SERP, the more likely it is that another website will find your content when doing research for their own blog content. If they end up referencing your content, they will link back to it.
  • Build your brand authority – The more brand authority you have, the more you’ll be trusted as an expert in your field. As a result, websites will be more willing to link to your content as a valid source that they can use to strengthen whatever argument they’re making or information they’re providing in their own content.
  • Build relationships with influencers – Find the influencers within your industry on social media and begin building relationships with them. Once they know you exist, they may link to your content. Not only can you earn backlinks this way, but the additional exposure can result in more backlinks in the near future.

Also Read: The Power of an Influencer Marketing Strategy: How and Why It Works

  • Write guest blog posts – When you write a guest blog post on another website, that website will link your guest post back to your own blog. This means that you’re automatically earning backlinks for every guest post your write.

Also read: Blog Vs. Vlog: Why Your Business Should Begin Vlogging

  • Link to other websites – Link your content to other high-quality websites. Doing this can result in them returning the favor.

How Businesses Can Use a Blog To Strengthen Their Online Marketing Efforts

The thing about backlinks is that they only help in SEO if they come from a reputable website. A low-quality website isn’t going to send you a whole lot of traffic, after all. Additionally, Google will evaluate where your backlinks are coming from to ensure that they are from a reputable source. The reason they do this is because websites would try to trick Google into providing high page rankings. They did this by buying backlinks from websites that sold them, known as link farms. This was a common blackhat tactic that is now very difficult to get away with. If you buy backlinks, Google will penalize you by either lowering your page ranking. Or they’ll kick your page off of their SERP.

Understanding why backlinks are important, the importance of earning them should be a key tactic in SEO that everyone invests in. Doing so can help to increase the exposure of your brand and your content. Help bring in traffic from other websites, and help boost your SEO rankings, thereby attracting more organic traffic from Google.

Brand Reputation

Emotional Advertising: How Brands Use Feelings to Get People to Buy

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What is Emotional Marketing?

Emotional advertising uses emotions to connect with consumers and encourage them to buy a product or service. This type of advertising appeals to the heart rather than the head, and it can be quite effective in leaving a lasting impact on customers. Informing your audience is important. You want potential buyers to understand what their problem is, and how your products or services can solve that problem. Unfortunately, people don’t generally make purchases based on information alone. It turns out that people are more prone to making emotional purchases than informed purchases. It’s why commercials consist of much more than an explanation of a product’s use. Instead they use emotional advertising to target the viewer.

It’s effective, and it’s why connecting with your audience on an emotional level will benefit your marketing strategy.

The Benefits of Emotional Advertising

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Targeting your audience’s emotions through your advertising efforts makes it easier for your audience to connect with your brand on a personal level. Purely informational advertising can be difficult for people to connect with. One of the issues with that kind of advertising is that the audience might remember the information you’ve provided, but not the brand itself.

Connecting to your audience using emotional appeal in advertising is important. Whether you’re pulling at their heartstrings or making them laugh, this makes your brand more memorable. Your audience is more likely to trust you if you appeal to their emotions because it makes your brand more relatable. It means that they’re more likely to engage with your brand, resulting in stronger customer loyalty even after you’ve closed the sale.

Not only does emotional advertising make more of an impact on audiences, but it also makes your content more shareable. Nobody is going to share a video or a blog post that is purely informational. However, they will share something they find funny or uplifting. It makes it easier to increase brand awareness.

Examples of Emotional Advertising

The following are just a few examples of how different emotions can be used to connect with your audience:

  • Happiness
    Making an audience feel happy is a good way to develop brand association. It also makes them more likely to share your content. They will want to share that happiness with their friends and family. Coca-Cola has been running campaigns that make audiences feel happy for decades. From their iconic “I’d like to buy the world a coke“ to their “open happiness” tagline, Coca-Cola is a great example of this type of marketing.
  • Pride
    Appealing to your audience’s sense of pride makes them feel good about themselves as well as about your brand. A great recent example is of Nike’s Kaepernick ad, the tagline of which read “Believe in something. Even if it means sacrificing everything.”
  • Fear
    You don’t always have to appeal to the emotions people like. In some cases, fear can be a very effective emotion, especially if you’re trying to drive audiences to take immediate action. The WWF created a campaign using fear to drive the importance of stopping climate change. The ad read “Stop Climate Change Before It Changes You” and showed a man with the head of a fish–a terrifying image.
  • Anger
    Anger is an emotion that brands can use to get their audience to side with them over an issue. You’ll notice many political campaigns focus on generating anger for emotional advertising. They highlight aspects of their opponents their audience should be angry about, thereby aligning their audience with them.
  • Greed
    We live in a consumer society. As such, people tend to want the newest and latest of everything. Although greed tends to have a negative connotation, it’s an emotion commonly leveraged by businesses by advertising limited editions and collectible items as well as using short-term promotions and sales. Such a strategy incorporates both greed and fear since people will make a purchase based on both desire and fear of missing out.
Want to learn more about Story Branding?

How To Implement Emotional Advertising

Getting your audience to feel a certain way can be an effective way to engage customer or audience. However, eliciting specific emotions can be more challenging than you realize. First of all, just because you’re targeting a certain emotion doesn’t mean that your audience will feel the way you want them to.

Secondly, if you go too far (especially when it comes to anger, fear, and sadness), it can backfire. Your audience could end up becoming upset with you as a result. Take for example Pepsi’s infamous commercial with  Kendall Jenner. The idea was to elicit feelings of hope and happiness in the audience. Instead, it resulted in controversy and outrage towards Pepsi.

With that in mind, if you plan to use emotional advertising, you should keep the following tips in mind:

1. Understand Who Your Audience Is

You can’t elicit real emotion from someone unless you know who they are. For example, you can’t just go up to a stranger on the street, tell them a joke, and expect them to laugh. You don’t know what their sense of humor is like, after all. The same goes for advertising. You need to understand who your target audience is. It’s why you should develop buyer personas.

Buyer personas help you pinpoint the fears, needs, desires, and demographics of the various segments of your audience. If you know what their specific fears are, it becomes easier to create ads that leverage those fears. Knowing who your audience is will also make it easier to identify what makes them happy, angry, and sad.

2. Use Storytelling To Create Emotional Engagement

For an audience to feel a lasting emotion, they need context. For example, a picture of a baby might make people feel happy, but they won’t know what they’re happy about. As such, that feeling will be fleeting. However, if you tell a story that provides context, it will make a bigger impact.

For instance, maybe the baby was adopted by a couple who have been trying to have a baby for over a decade. Within that story, you present two main characters (the couple), a conflict (inability to have a baby), and a solution (they adopt). Audiences will relate to those characters and their conflict. As a result, they’ll feel an emotion that they understand and that will last.

3. Make Sure You’re Being Authentic

Nobody likes it when someone is trying to manipulate the way they feel. Audiences are smart and they can see through companies that are inauthentic.

Again, consider the previously mentioned Pepsi ad. Audiences immediately felt that the ad’s message of “can’t we all get along” was inauthentic and tone-deaf, especially at the time it ran. If you want to elicit authentic emotions from your audience, you need to be authentic yourself.

As you can see, emotional advertising can be extremely effective when done right. This means using attraction marketing and story branding ensures your audience will emotionally connect with your brand.

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B2B vs B2C Marketing Automation

Difference Between B2B and B2C Marketing Automation

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Marketing automation offers a company the chance to centralize most of its marketing activities into a single software platform and to automate it to an extent. This centralization appeals to both B2B (business to business) and B2C (business to consumer) companies. However, there is a difference between B2B and B2C marketing automation due to fundamental differences between the two groups.

Why Is Marketing Automation Between B2B and B2C Different?

Effective marketing addresses each customer’s individual goals and needs. This remains true whether the customer is B2B or B2C. Because these groups have differing goals and needs, the way you market to them has to be different. As a result, the following differences remain when you use marketing automation:

  • The marketing focus differs:

    • With B2B, the focus is on generating leads and keeping their subscribers engaged throughout the longer sales cycle.
    • With B2C the focus is on building the brand.

  • The tactics used are different:

    • B2B marketing delivers content that positions the company as an industry leader, while nurturing the lead in the sales process.
    • B2C marketing is about the customer journey and making data-driven recommendations for products or services.

  • The tone of the messages is different:

    • B2B messages are to targeted groups at different stages of the sales cycle.
    • B2C messages are more personal and highly relevant to the individual.

Also Read: Top 5 Benefits Of Marketing Automation

Difference Between B2B vs B2C Marketing Automation

With all the differences between B2B vs B2C Marketing Automation, it’s easy to see why their marketing automation needs differ as well.

  • Communication channels. While both B2B and B2C businesses rely on email for marketing, the B2C use other channels as well. Text messaging, push notifications and retargeting are just a few examples. The B2C marketing automation solution needs to handle these additional channels.
  • Data used. B2B consumers are businesses that have specific needs. Marketing data for this group would include approximate company size, industry, point of contact and specific needs. B2C consumers are individuals with specific tastes. Marketing data for this group includes age, gender, purchase history and frequently visited product categories.
  • Features needed. B2B companies need help with nurturing their leads through the sales cycle. They want features like lead scoring and integration with their CRM system. B2C companies want to retain the customers they get, so they want features like reputation management, retargeting and retention marketing.
  • Marketing focus. B2B marketing focuses building the one-on-one relationship. B2C is more about building the brand and building mass appeal.
  • Pricing. B2B automation is priced based on the number of contacts managed within the system. B2C automation is priced based on the volume of data. It is not uncommon for B2B automation to have only 100 contacts in the system while B2C has thousands.

Also Read: Differences Between B2C and B2B Email Marketing

The differing approaches of B2B and B2C marketing lead to their different marketing automation solutions. Trying to substitute one strategy for the other is difficult, due to different features and pricing structures. If you need help finding the right solution for your business, contact us at Stevens-Tate.

call to action phrases

Powerful Call-to-Action Phrases to Increase Clicks

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Are you looking to increase your conversion rate? Call to action phrases are an essential part of the conversion process, but what kinds of CTAs should you put on your website? CTAs should be simple yet effective and catch the attention of your visitors.

The formula for a successful CTA page title consists of combining such sales buzzwords as “free,” “discount,” “offer,” “gift,” and “guarantee,” with action-oriented words like “click,” “download,” “request,” and “send.” Putting together a strand of words to entice clicks sometimes doesn’t get the job done, though. Therefore, as a marketer, think of what strikes you as a buyer: emotion.

Humans are oddly emotional creatures and are the only ones who tie those emotions to money. Hence making many of their purchases subject to the emotions invoked by marketing which is exactly why call to action phrases are so important. This isn’t a secret to marketers either, but leveraging that knowledge and coupling it with your brand’s content can be a little tricky.

 

The Best Call to Action Phrase Building Tips

CTAs can be as simple as “click here” and “download now,” but can have an infinitely more powerful meaning by adding a few simple words and giving the reader the benefit of what they are getting from the offer.

  1. Include a possessive determiner such as “your.” The possessive aspect of the CTA makes the reader feel as though that piece of content or your offer is already theirs to be had and in their back pocket.
  2. Briefly outline the benefit of the content. Add what your website visitor gets from clicking your CTA. This almost acts as a miniature landing page. For example, instead of saying “click here” use a phrase like “click here for your free white paper.”
  3. Use action words and urgency to encourage clicks. “Limited downloads,” “limited time,” and words such as “now” and “quickly” will enhance the sense of urgency for your users to click on your brand’s CTAs.

Actionable CTA Phrases

Actionable CTAs leverage words like “now,” “here,” “click,” etc. Meanwhile, using an action word to draw the reader into the CTA gives them that emotional sense of action and satisfies that human demand for immediate satisfaction. Getting content “now” versus “get it in a week” will drive more clicks onto your good CTA Phrases.

Call to Action Buttons

Keeping in mind some of the tips above, let’s take a look at how using actionable words can make a simple CTA far more powerful. We’ve bolded some of those key terms, but have a little fun. Remove some of the bolded items and see what that does to the phrase. Keep in mind that you can insert any content type or offer in the brackets to fit your brand. Here are a few examples of actionable CTAs:

  • Download Your [Content] Now
  • Click Here for Your Free [Content]
  • Join Now and [Get 30 Days Free]
  • Download Your Free [Content] Here
  • Start Getting Your Free [Content] by Clicking Here Now
  • Click Here for Details About the Best [Service/Product] for Your Company

Also Read: 5 Types of Landing Pages To Increase Your Lead Conversion Rate

Urgent CTA Phrases

For most of us, the essence of time can very well be the thing that either helps us make a decision or turns our “eventually” into never. Your buyers are the same way, and giving them a little nudge into a sense of urgency. This can be just what they need to click your CTA, capitalize on your content, and ultimately buy what you’ve got up for offer. Adding some personal touches (in the right context) can further drive that sense of urgency for your buyer.

Limited-time offers, limited-time discounts, first-time buyer discounts, and limited supply all tend to push buyers a little closer to the buy button in their shopping cart. This can be a great way to improve your CTAs. In the case of content and CTAs where the downloads themselves are free, your prospective buyer has virtually nothing to lose. Here are a few urgent CTA phrases that are sure to light the proverbial fire under your buyer and increase clicks:

  • Download Your [Content] While Supplies Last
  • Act Quickly Limited Downloads Available
  • Hurry, This Free [Content] Offer Expires Soon
  • Secure Your Spot Today! Limited Spots Available
  • Only X Days Remaining to [Sign Up, Download, Attend]
  • Take Advantage of this Limited [Content] Today Only
  • I Urge You to Download this Limited Time Offer

Want to attract more leads? Also Read about Attraction Marketing!

Exclusive CTA Phrases

Adding urgency to a call to action phrase can sometimes seem a little pushy, especially to some C-level managers and business owners. Meanwhile, another equally crafty way to make your CTAs appealing to your target audience is: exclusivity. Exclusive offers give readers the feeling that they are a part of or at least offered a deal that no one else is in on.

We see these sorts of lead-generation tactics across multiple retail platforms. These deals are both confined to time and exclusive to members only. Whether or not your particular brand is a retailer or not we, as consumers, have been trained to jump on those exclusive offers available only to the elite. This can work with your best Call to Action Phrases as well. Here are some useful exclusive CTA phrases:

  • Join Our Mailing List and Get Exclusive Content
  • This Offer is Only For Our Subscribers
  • Sign Up for Exclusive Offers only Available to Subscribers
  • Request an Invitation to [Join, Sign Up, Get Content]
  • This [Content, Offer] is Only Available to [Subscribers, Members]
  • Download Now for Exclusive Access

Responsive CTA Phrases

Naturally, every call to action keyword should aim to generate a response from your target buyer. While practically any of the CTA phrases we’ve outlined could be categorized as either “actionable” or “responsive,” we think it’s best to separate the two. Actionable CTAs lead users towards a specific action, such as clicking, downloading, subscribing, etc. At the same time, responsive CTAs invoke a sense of two-way conversation.

With that said, the CTA phrases below will elicit a response from your potential lead: think feedback, a reply, or a point of contact. These types of CTA phrases should hopefully open up a dialogue between you and your potential buyer and allow them to start the conversation. Here are a few examples of responsive CTAs:

  • Talk to One of Our Experts About…
  • Get a Free Consultation and Talk About Your Business Goals
  • We’d Like to Hear from You: Talk to a Specialist Today
  • Let Us Know What You Think
  • Contact Us Today
  • Contact Me
  • Don’t Hesitate to Get in Touch With Us

Craft Your Own CTA Phrases

As we’ve mentioned, the sky really is the limit to crafting attractive content-focused best Call To Action phrases. Experimenting with them is one of the great ways inbound marketing can help marketers learn more about their tactics. What’s important to keep in mind is that your buyer is the focus of any CTA or piece of content you craft. Without a doubt, targeting those CTAs is crucial for the success of your content initiatives.

Media Mix Marketing

Media Mix Marketing: What Is It and What Are the Benefits?

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The marketing world is dynamic. New marketing tactics and trends constantly change how businesses market themselves. Consequently, marketers have embraced media mix marketing. Statistics show a 14% growth rate in digital marketing budget spending between 2020 and 2021 across industries. Besides, forecasts show a digital marketing annual growth rate of 9% from 2020 to 2026.

These figures encompass a mix of media marketing strategies available today. Businesses no longer rely on a single media marketing tactic to achieve their objectives. They can leverage a media mix marketing strategy for more versatility and visibility than traditional marketing methods.

What is Media Mix Marketing?

Media mix marketing is a crucial part of business marketing and advertising. It combines all the channels a company can use to achieve its marketing goals and boost the branding message. It entails both online and offline media, such as the following:

  • The business’ website and social media channels
  • Email marketing
  • TV ads
  • Radio ads
  • Newspapers
  • Billboards
  • Direct mail

Leveraging a marketing media mix is a practical and effective way of reaching a wider audience. Besides, a media mix enables a brand to try new things confidently. For example, you may have tried to promote your brand through digital displays and seen results.

However, you may be interested in trying TV ads to test the response while keeping a safety net. Digital advertising isn’t static, so you must evolve your strategy to keep up with the competition.

Benefits of a Media Mix Marketing

One benefit of media mix marketing is enabling you to deliver the right marketing message to your audience. For example, if you want to target a broad market across the country, a media mix of national newspapers, television, and radio may be the right fit.

To reach a specific group of decision-makers, a mix of media marketing might include specialists’ magazines or exhibitions specifically for that target audience. Direct mail or a briefing session could be more effective for a smaller target audience of decision-makers.

Better Returns on Investment (ROI)

A compelling media mix can improve your business ROI while enabling you to test new campaigns. It prevents you from putting all your marketing or advertising budget in one place or relying on one method to reach a broad audience.

You can determine the best-performing method and invest more to balance out the underperforming ones for a better ROI. You can decide whether to optimize or eliminate ineffective marketing methods depending on the outcome.

Creates a Strong Brand Message

When you consistently use a combination of media channels to promote your company, you enhance your chances of creating a consistent brand. Sharing your brand logo, colors, message, and tone across different media platforms makes it easier for people to recognize it.

Better Understanding of Market Trends

As you try to mix different marketing techniques, you gain a better understanding of what other brands are doing in the market. You also learn how different channels affect your business and how trends keep changing with time. Creating new marketing strategies that work best for your brand is easy with this knowledge.

Improved Planning Through Predictive Analytics

Predictive analytics provides more insights into what the future of an organization’s marketing efforts looks like. Combined with artificial intelligence and machine learning, you can account for many variables, such as seasonality, industry trends, and the impact of advertising.

The data enables you to predict the effectiveness of campaigns for a clearer view of what to expect from your mixed media marketing strategy. It becomes easier to anticipate customers’ needs and desires for more personalized campaigns.

How to Choose the Best Media Mix?

When choosing a media mix, remember that the goal is to establish suitable communication channels to improve your customer base and sales. That is only achievable by paying attention to the following components of a marketing media mix:

  • People: Carefully consider the audience you want to reach with your messaging through your media mix. Do you want to reinforce a specific message to your existing customers or test a new market segment? Your marketing objectives can largely influence your decision.
  • Product: What do you intend to sell or market through your chosen channels? How effectively can you demonstrate what it offers through your preferred medium to fill a market gap?
  • Place: Place is the location where customers can purchase your product or service. While this may be a physical store, your mix of media marketing may comprise your social media platforms and website as the place where customers can buy.
  • Price: As you mix your media marketing channels, you can quickly determine the price in several ways, including factoring in the cost of the media mix. Remember to include other expenses like labor and distribution.

Ultimately, getting your media mix right requires carefully thinking through the strategies based on your budget, brand, product, audience, unique selling proposition, and in-house skills. Some tips to help you along the way are the following:

  • Consider your primary marketing goals
  • Think through the marketing funnel as different channels are effective at various points of the buyer persona journey.
  • Invest heavily in tracking and analytics to gauge the impact of each marketing channel.
  • Ensure you monitor the same metrics across the various marketing channels.
  • Validate the lessons you pick along the way by optimizing your media mix.
  • Analyze your target audience based on their pain points, location, demographics, and preferences.
  • Harmonize your mixed media marketing channels to boost your ROI.

Getting Started with Your Media Mix Marketing Strategy

With 84% of media planners already leveraging a media mix marketing and getting positive results, there’s no reason you shouldn’t do the same to boost your brand. Determining the best mix may be an uphill task, but not impossible. Analytics tools are available to help you improve and fine-tune the mix. Once you establish how changes in the blend affect the results, you can reallocate your budget to enhance the mix for better marketing performance.

Conclusion:

In today’s fast-paced and highly competitive marketplace, leveraging a well-planned media mix is no longer optional—it’s essential. By combining various media channels strategically, businesses can amplify their reach, enhance message resonance, and build stronger connections with diverse audience segments.

a marketer is using ai to manage Facebook ads

Meta AI Tools in Facebook Ads: A Game Changer for B2B Marketing Campaigns

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AI is revolutionizing digital marketing, and Facebook Ad Manager, backed by Meta AI innovations, is at the forefront of this transformation. With advanced AI tools, Facebook is enabling B2B marketers to enhance campaign management, improve ad creative and achieve better results. This blog highlights the most impactful AI-powered features in Facebook Ad Manager and examines how these innovations are reshaping B2B advertising. 

The Newest AI-Powered Video Editing Feature (Testing)a person is working on video editing

Meta is currently testing innovative AI-powered video editing tools designed to simplify content creation for advertisers. 

  • Video Expansion: Automatically expands video frames by generating additional pixels, making content compatible with various placements (e.g., Instagram Stories, Facebook Feed) without manual resizing.
  • Image Animation: AI transforms static images into dynamic animations, enabling businesses to create eye-catching video content even when original footage isn’t available.

For B2B marketers, these tools are game-changers: they reduce production costs, save time and maximize the impact of video ads. With these capabilities,  B2B brands can now deliver professional, dynamic content without the need for expensive video production teams.

Automated Creative Recommendations and Dynamic Content Placement

Facebook’s AI simplifies the creative process with automated recommendations and dynamic content delivery.

  • Creative Recommendations: AI suggests optimal ad creatives by testing variations of headlines, images and text to identify what resonates best with your audience.
  • Dynamic Content Placement: AI ensures ads are tailored to different placements (Stories, Feeds, Reels), automatically adjusting creatives to fit each format seamlessly.

For B2B campaigns, this means delivering the right message to the right audience at the right time, enhancing engagement and driving conversions with minimal effort.

Also Read Enhancing Creative Output in Your Advertising Strategy

AI-Assisted Content Creation

Generative AI tools in Facebook Ad Manager allow marketers to create multiple ad variations quickly and efficiently.

  • Automate background changes or minor tweaks in visuals to improve creative consistency.

This innovation is particularly useful for B2B marketers managing large-scale campaigns, as it reduces manual effort while ensuring creative quality remains high.

Smart Audience Insights

Facebook’s AI tools offer deeper audience insights by analyzing behaviors, preferences and engagement trends.

  • Smart insights identify which messaging, creatives and targeting approaches work best for specific B2B audiences.
  • Marketers can refine their strategies to improve personalization and ensure ads resonate with their target audience.

These insights empower B2B marketers to make data-driven decisions and create highly targeted campaigns that align with audience expectations.

Also Read Do You Know Your AIQ? Key AI Marketing Strategy Insights for Every Marketer

Audience Targeting and Optimizationtwo people planning on audience targeting strategy

Leveraging insights from smart audience data, Meta AI then enhances audience targeting by analyzing trends and forecasting user behavior.

  • Smart Audience Segmentation: AI identifies high-value audience segments and ensures ads are shown to the most relevant users.
  • Predictive Targeting: AI learns from past campaign performance to refine targeting strategies for future campaigns.

For B2B marketers, this means reaching key decision-makers, industry professionals and niche audiences with precision, improving ROI and reducing wasted ad spend.

Campaign Budget Optimization (CBO)

Campaign Budget Optimization (CBO) is an AI-driven feature that automatically allocates your budget across ad sets to maximize performance.

  • CBO analyzes campaign data in real time and adjusts budget allocation to the best-performing ad sets.
  • For B2B marketers running multi-segmented campaigns, CBO ensures budgets are optimized without the need for manual adjustments.

This feature enables businesses to achieve the best results for their budget while saving time on campaign management.

Also Read Optimizing Your Advertising Budget: 5 Essential Factors for Success

AI-Powered Analytics and Reporting

AI in Facebook Ad Manager doesn’t stop at campaign execution; it also enhances reporting and analytics.

  • Real-Time Insights: AI continuously analyzes campaign performance and provides meaningful insights to help refine strategies and improve results.
  • Outcome Predictions: Predictive analytics help forecast performance and guide optimization strategies.

For B2B marketers, these tools simplify decision-making and ensure campaigns are consistently refined for better outcomes.

Some Final Thoughts

Facebook Ad Manager’s AI-powered features are transforming how B2B marketers create, manage and optimize ad campaigns. For B2B businesses, leveraging these AI tools means achieving higher ROI with less manual effort. As Meta AI in Facebook ads continues to evolve, staying ahead of these trends will be critical for businesses looking to maintain a competitive edge in the digital advertising landscape.

 

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50 powerful call to action phrases

The Use of Inbound Marketing in the Manufacturing Industry

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When it comes to B2C marketing, inbound marketing has long surpassed traditional marketing as the most popular way to advertise a business. However, many businesses, especially manufacturers, still assume that traditional marketing is the best way to go when it comes to B2B. This is no longer true. In fact, there are some real benefits when it comes to inbound marketing for manufacturers that you will want to take advantage of.

What is Inbound Marketing?

The big difference between inbound marketing and traditional marketing (which would include TV commercials, print ads, direct mail, etc.), is that inbound marketing is essentially done online and focuses on positioning your company to be found by other businesses. For example, instead of sending out a pamphlet highlighting your manufacturing capabilities, you would publish content relevant to the manufacturing industry (and whatever niche within that industry you occupy) online. This content lives online from that moment on, giving visitors the chance to find it at any point.

Inbound marketing involves using a variety of strategies (such as creating a user-friendly website, producing high-quality content, using SEO, engaging on social media) that makes it easy for your target audience to find you online and to do a majority of the research about your company and services on their own. This is different than traditional marketing, which involves finding your audience and directly advertising to them.

How Can You Keep Up With the Future of Inbound Marketing?

The Benefits of Inbound Marketing for Manufacturers

The following are four reasons why you should strongly consider implementing an inbound marketing strategy for your manufacturing business:

1) Businesses are doing research online first

Around 70 percent of buyers will do research about manufacturers online before they make the decision to reach out to a potential partner. For example, maybe a buyer is looking for a PCB (printed circuit board) assembly manufacturer for their electronic products. They will probably begin researching PCB assemblies by looking for general information online. This will lead to them to a variety of blogs with informative content that they can read at their own time. Content that strikes them as particularly helpful will stand out, and they will do more research into the manufacturer that published that content. If you do not have an online presence, then you’re missing out on buyers like these. A good inbound marketing strategy will help position yourself online to be found by buyers who are doing research.

Also Read: Why Inbound Marketing Solutions Are Integral To Your Success

2) Inbound marketing provides long-term results

As you build your online presence through inbound marketing techniques, you’ll have the opportunity to nurture many potential leads over the long term. For example, let’s say you’re a PCB manufacturer. You have a blog on which you regularly produce PCB-related content (such as, for instance, the benefits of flexible circuits). There may be leads out there who read your content regularly and have done so for years. They may build their own PCBs in-house and a change in strategy has resulted in them deciding to outsource its build. At that point, they’ll be familiar with your site and will be more likely to reach out to you. Traditional advertising doesn’t have such a long-term impact. 

3) What worked once won’t always work

You may have had a lot of success with traditional marketing methods–and you may continue having success with those efforts. However, if you expect to grow your business, then you’ll want to expand your customer base, which means that you shouldn’t limit your advertising efforts. Otherwise, the day might come where your traditional marketing efforts aren’t as effective as they once were, and you’ll be left scrambling to implement an inbound strategy.

Also Read: Traditional Marketing vs. Digital Marketing

4) Find out what your audience needs

Unlike traditional advertising, inbound marketing allows you to engage directly with your target audience, making it easier to develop relationships, receive feedback, and discover the needs of your leads.

As you can see, there are many benefits to inbound marketing for manufacturers. By implementing an inbound marketing strategy in your advertising efforts, you can position your company for marketing success well into the future.