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Effective Lead Generation Strategies For Professional Services

As a lead generation professional services firm, your marketing efforts shouldn’t be focused on selling a specific product or solution. Instead, you should be focused on selling your expertise. This means that you should focus your marketing strategy on generating brand awareness as well as increasing your brand authority. Doing so will lead to greater success in generating new leads. With that in mind, you will need to implement various lead generation professional services strategies. The following are a few of the lead generation strategies that can be very effective for professional services firms:

1. Publish Informative And Relevant Blog Content

Setting up a blog on your website will allow you to regularly publish content in one place. If this content is relevant to your target audience and is of high quality, then it can be incredibly effective at generating leads. This is because high-quality content helps to build brand authority. The more brand authority you build, the more trust you build, making it easier to capture potential leads. Additionally, not only will good content help capture leads, if properly optimized for SEO (search engine optimization), you will be able to attract more potential leads to your website as well through organic search.

2. Create Case Studieslead generation professional services2

Case studies are an exceptionally effective form of content marketing for professional services. This is because case studies showcase exactly how your professional services are leveraged to the benefit of your customers. Leads will be able to discover exactly how your professional services have helped similar customers with their needs. Not only do case studies help increase awareness of your professional services, they boost your brand trust since they highlight the experience of past customers — and leads tend to trust what other customers have to say.

3. Use Relevant And Enticing Offers

Generating leads isn’t possible unless you’re capable of capturing leads. To capture leads, you will need to provide an offer that’s relevant to them. You need to encourage them to provide you with their name and email address, after all. Make offers based on the content of the page that the lead is on to ensure that they are relevant. One way to do this is to offer “content upgrades,” which are more in-depth pieces of content relevant to the page they’re on, such as eBooks or whitepapers. Free trials can be very effective offers for leads who are towards the end of the buyer’s journey.

Similar Article: A Brief Guide To Sales Lead Generation

4. Implement A Referral Program

One of the best ways to get highly qualified leads is through a referral program. A referral program encourages existing customers to refer your business to other customers. Typically, a referral program will provide existing customers with a reward for every referral they provide. However, they won’t just recommend you to any lead since they are staking their reputation on the referral. Because of this, the leads they refer will assume that your business is trustworthy, which means that they will be easier to convert. This also means that leads obtained through a referral program often have a shorter sales cycle.

5. Use Email Marketing

Email marketing can include not just nurturing the leads you’ve captured, but also to engage in email prospecting, which is essentially the email marketing form of cold calling. However, when engaging in email marketing, make sure that you segment your audience list. This will ensure that when you send emails that the content included (or linked to in the email) is relevant to the recipient. If it’s not relevant, you’re likely to lose that lead.

6. Leverage Social Media

Social media is an excellent way to engage with potential leads and spread brand awareness. Simply interacting with followers when they engage with you as well as using your social channels to post content can help to foster reputations and build brand trust. Additionally, you can find new prospects by engaging with industry influencers and by participating in community groups and discussions that are relevant to your business.

7. Promote Your Content

In order for your content to have an impact on lead generation, you will need to promote it. You can do this in numerous ways. For example, you can promote your content by posting links to it on your social channels. You can post links to your content upgrades on social channels as well. You can also use PPC ads and social media ads to promote new blog content or content upgrades. Finally, you can promote new content to leads you’ve captured via email marketing.

When it comes to professional services firms, lead generation depends heavily on your ability to generate awareness and build brand authority. Using these lead generation professional services strategies, you should be able to put your company into a position to attract and convert more leads.

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Improve PPC Success With These 7 PPC Optimization Strategies

PPC (pay-per-click) optimization is an often underlooked marketing strategy that can be incredibly beneficial to your overall marketing efforts. One reason many businesses overlook it is because they think that it will cost too much to implement. However, PPC advertising is actually quite cost-effective. This is because PPC optimization works by allowing you to bid on specific keywords. You can bid however much you want. While the amount of your bid will affect how often the ad is displayed for that keyword, you will only pay for the ad if it’s clicked on.

Of course, the success of your PPC campaign will rely heavily on whether or not you get clicks and whether those clicks result in conversions. With that in mind, the following are seven PPC optimization tips to improve the success of your PPC ads:

1. Perform Keyword Research

Don’t assume that you know what keywords your target audience will use. Using keywords without performing the necessary research can result in inefficient use of your marketing budget. The last thing you want to do is bid for keywords that you can’t compete with or that expose your ads to the wrong audience (resulting in low click-through rates and low conversion rates).

When performing keyword research, identify keywords that are relevant to your business, to your ads, and to your audience. Find out what the search volume of each keyword to figure out whether they will be effective at exposing your ad as well as whether you’ll even be able to compete with them. Via keyword research, you’ll also be able to identify new keywords you may not have thought of before as well.

2. Identify Negative Keywords

When running ads, you can find out what keywords and search terms were used to trigger your ads to display. Some of these terms may not be relevant and can be considered “negative” keywords. You can add these to a negative keyword list to ensure your ad doesn’t show up for those terms. For example, if your clothing company only sells adult clothing, then the word “children” would be a negative keyword.

3. Know Your Audience

Knowing your audience is essential for identifying keywords that are relevant to their search queries. After all, if you target the wrong audience, your PPC ads won’t perform well. To figure out who your audience is, develop buyer personas based on your ideal customers. These will make it much easier to successfully target your ads, both in regards to the keywords you use and the copy you write.

Enjoy the Article: A Guide to Successful Marketing Optimization

4. Create Effective, Relevant Copyppc optimization2

If your keywords and your copy don’t match up, it’s going to affect your ability to generate clicks. After all, if someone performs a search and an ad is displayed that isn’t relevant to what they’re looking for, that person is not going to click on your ad. Your copy not only has to match the keyword, it also needs to be well-written and to the point. Make the copy easy to scan so that people know exactly what it is you’re promoting and what the benefits are of clicking on the ad. Additionally, keep in mind that a good title is essential to drawing attention. Without a good title, people will scroll right past your ads.

5. Create Effective Landing Pages

Getting clicks is going to be an enormous waste of money if nobody is converting. One of the most common obstacles to a highly converting PPC ad is the landing page. If your PPC landing page is poor, it won’t convert. In fact, some businesses don’t even have landing pages — they just direct the people who have clicked on their PPC ads to their homepage. If you do this, they’ll have no idea what they’re supposed to do.

Your landing pages should reiterate the offer of your ad. Make sure the page is clean and easy to scan. A cluttered landing page can be distracting and confusing. In addition to emphasizing the offer of your ad, make sure you use the same language — including the same keywords.

6. Optimize Your Ad Groups

Google recommends that you create three to four ads per ad group and to create different messages for each one in order to see which performs best. Your ads will rotate automatically to display the ads that perform best most often.

7. Test Your Ads

Make sure to test your ads so that you can identify what works and what doesn’t. For example, you can create an ad group with one control ad and one test ad. You can test ads using different keyword variations, titles, copy, and more. Monitor conversion rates, cost-per-conversion, and click-through-rate to identify what ads perform better and to optimize your ads more effectively.

The key to a successful PPC ad lies in how well you’ve managed to optimize that ad. These are seven PPC optimization strategies that you should implement to help boost the effectiveness of your PPC advertising strategy.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business
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8 Ways That You Can Improve Your SEO

Although you might think that you have a pretty good grasp of SEO (search engine optimization), it’s important to understand that your SEO strategy, while effective today, can become outdated tomorrow. It’s why it’s important to continuously look for ways that you can improve SEO. The following are just a few ways in which you might be able to improve your existing SEO efforts:

1. Perform Routine Keyword Research

Keyword research isn’t something that you can do once and be done with. You need to continually do keyword research so that you can identify what keywords your target audience is using, what keywords your successfully ranking for, and what keywords your competition is using and successfully ranking for.

Keyword research doesn’t just help you identify keywords that you can use, it can also help you determine whether you’ll be able to compete using those keywords. The more thorough and up-to-date your keyword research is, the stronger and more effective your keyword use will be.

2. Optimize For Google Snippets

Google’s Featured Snippets is a feature that answers user questions without forcing the user having to leave the SERP (search engine results page). By optimizing content for these Featured Snippets, your content will have a better chance of appearing at the top of SERPs.

Start by identifying whether snippets exist for the keywords you’re using. If they don’t, you’ll be in a better position to have a snippet of your content showcased. To have your content showcased as a snippet, ask the question that your snippet answers in one of the subheadings of your content and answer that question immediately following the subheading.

3. Update Your Old Content

Google takes into account how fresh the content is. It’s one of the main reasons why you should publish new content on a regular basis; however, that doesn’t mean your old content is useless. Going back periodically to update old content can help to improve your rankings. For example, you could take a list article published a year or two ago and turn it into a Slideshare. You can also update facts and data used in older blog posts once new studies are released to keep them relevant.

Enjoy The Article: 5 SEO Concepts For An Improved ROI

4. Use The Skyscraper Strategy

The skyscraper strategy is a strategy in which you identify high ranking content that’s relevant to your business and your target audience. Create similar content that’s better written or more comprehensive. Once you’ve published this content, reach out to the websites that linked to the original content and request that they change their links to your content. The skyscraper strategy can be very effective in terms of outranking competition and building backlinks.

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Earning backlinks is essential to SEO. Google monitors the backlinks that your pages earn, using them as an indication of your content’s quality. After all, the more backlinks you earn, the more authoritative your content is considered by other websites. However, Google does monitor where your links are coming from. If they are from poor sources, they may not count towards your rankings. In cases where Google thinks you might be trying to spam backlinks from a single source, they may even penalize you. As such, monitor where you are earning backlinks from.

6. Promote Your Content

The more traffic, backlinks, and social signals that your content gets, the higher your content will rank. With that in mind, promoting your content is essential to improve SEO. For example, simply adding social buttons to your content as well as sharing your content on social media can help generate more traffic to your content. More people will be likely to share, like, and comment on your content as well, which will also increase exposure, leading to more traffic and potentially more backlinks.

7. Improve Technical SEO

Technical SEO is important because it relates directly to the user experience. If your website isn’t technically sound, it will hurt user experience. You will want to make sure that you monitor and improve your technical SEO by making sure your links are working properly, that your content is optimized for mobile use, and that pages load quickly.

8. Track Performance

Tracking how your content is performing can provide you with a lot of information. There are numerous metrics that you should monitor that will help improve the SEO. This includes traffic per page, conversion rate, new traffic vs. returning traffic, and traffic by source. These metrics can help you discover potential issues that could be negatively affecting your SEO and that will need to be addressed.

Continuously adapting new SEO practices may seem like a real chore, but it’s essential that you keep your SEO strategy up-to-date. Effective SEO is crucial to your overall inbound marketing success, after all. This means that it’s worth investing both time and effort to improve SEO.

17 SEO Myths
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How Professional Service Marketers use Marketing Automation Strategies to Succeed

A comprehensive professional service marketing strategy can be time-consuming to not just develop and implement, but to monitor and maintain as well. A successful strategy requires that many tasks be performed repeatedly over time. These tasks are often mundane. It’s why many professional services use automation tools. Automation tools help automate certain tasks, which can reduce the time that needs to be spent manually performing tasks, can help reduce human error, and can make your marketing efforts much more efficient (and therefore, effective) in general. Keeping that in mind, the following are a few examples of how you can use professional service marketing automation.

1. Qualifying New Leads

A lot of time is wasted trying to engage leads who aren’t qualified, whether it’s by your marketing team or by your sales team. Using lead scoring automation tools, you can assign points to every lead you capture based on the actions they take or the information that they provide. You can then determine thresholds for qualifying them as MQL (marketing qualified lead) or SQL (sales qualified lead). Using lead scoring automation helps ensure that you can identify leads that are ready to be engaged, thereby preventing qualified leads from falling through the cracks and avoiding wasting time on leads that aren’t qualified.

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2. Nurturing Leads 

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Captured leads can’t be engaged right away if they’re not MQL or SQL qualified. You’ll need to nurture your leads through the sales funnel. You can do this using automated email drip campaigns towards the middle of the funnel. Drip campaigns involve a series of emails sent at specific times after a conversion. Or when certain actions have taken place. They allow you to automate a significant part of your nurturing process.

3. Publishing New Content 

Content marketing requires that you create and publish new content on a regular basis. For example, many professional service firms publish three to four blog posts a week. However, it’s a little bit inefficient to create new content every day and then publishing it at a specific time each week. Using automation, you can create numerous pieces of content at once. As soon as you do, you can then schedule them to be automatically sent out at specific times and dates in the future.

4. Improving Targeting And Personalization 

Automation is a conceivable way to automatically segment your prospects and customers into separate lists based on customized criteria. This will make it easier to target your marketing efforts to more relevant prospects or customers. As a result, your engagement with them will seem much more personalized. Without segmentation, many of your prospects may end up being emailed content that has nothing to do with them, which will hurt your chances of being able to close a sale.

Similar Article: How Marketing Automation Can Improve Your Lead Nurturing Process

5. Reducing Customer Churn

One of the big challenges businesses face is that of customer churn, which refers to the number of customers that you lose over time. Existing customers are important to keep as they are who you will get the majority of your revenue from. Using automation, you can notify marketing or sales personnel if an existing customer in your system hasn’t been engaged with for a specific period of time. This will allow you to reach out to them in an effort to reduce customer churn. Using automation in such a way can help keep you from losing customers.

6. Monitoring  Analytics

Tracking the performance of your marketing efforts as well as of your marketing and sales teams is essential to being able to improve your marketing and sales strategies. Using automation, you can ensure that your teams have access to dashboards that display up-to-date metrics and KPIs. You can even automate the creation of and distribution of reports on specific dates for your stakeholders.

7. Improving Customer Service And Engagement

Both prospects and customers are constantly providing new data to your business, requiring you to update your customer profiles regularly. Unfortunately, doing so can be a challenge, which can lead to subpar customer service and engagement. For example, if a customer has an issue with a service and contacts customer support several times, a lack of an updated profile will require that customer to go over their issue over and over again, which will frustrate them greatly. Through CRM automation, you are able to unite the customer data from all your channels to one location. You can even automate the creation of new customer profiles the moment a new lead is available.

Professional service marketing automation isn’t just about improving productivity and efficiency, although automation tools do help in this manner. Automation can also help to improve your ability to engage and nurture your leads. As a result, it can help make your marketing strategy more cost-effective as well. These are seven examples of how you can use professional service marketing automation to enhance your marketing efforts.

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6 Essential Steps to Healthcare Content Marketing

When it comes to healthcare and wellness, roughly 80 percent of people tend to use search engines like Google to find information and advice. As a healthcare provider, you should take advantage of this by investing in a robust healthcare content marketing strategy. By implementing a good healthcare content marketing strategy, you’ll not only be able to establish yourself as a healthcare authority, which will help to earn more trust amongst potential patients, but you’ll be able to generate more leads as well. Keeping that in mind, the following are six healthcare content marketing tactics that you should leverage in order to improve engagement with potential patients.

1. Write A Blog Focusing On Your Niche

A website blog is one of the easiest ways to produce and publish informative content on a regular basis that can help to attract new leads as well as keep existing leads coming back. Create content that focuses on medical information relevant to your niche. In fact, by focusing on your niche. you’re more likely to attract your target audience. For example, if you’re a general health practitioner, then writing a blog post on steps to take to avoid the coronavirus is relevant to your practice. However, if you’re a dental practice, such a post is not relevant to your medical niche. Make sure that the content you create is helpful and informative to your specific audience.

2. Post Patient Testimonials On Your Website

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Building trust is absolutely essential to the success of a healthcare marketing strategy in general. Since new patients are putting their health in your hands, you will need to find ways to build that trust. While creating high-quality content can go a long way in building trust, you should also create patient testimonials. Patient testimonials are essentially positive reviews from previous patients. Potential patients are going to be much more at ease if they see that you have a lot of patients who had a good experience with your healthcare services.

Set up a dedicated patient testimonial page on your site so that it’s easy to find. Although you can simply post written comments from past patients, you should consider creating patient testimonial videos, which are even more effective.

3. Introduce Your Team Of Healthcare Professionals

Being able to put a face (or faces) to your healthcare business is going to help make potential customers feel much more comfortable about scheduling an appointment or contacting you. After all, it’s not knowing about what they’re getting into that tends to put people ill at ease. With that in mind, flesh out your about page with content about your healthcare professionals. For example, a photograph of each doctor along with a short background paragraph can make a big difference. If you want to go the extra mile, post a video interview with each one of your doctors (or main healthcare providers).

Similar Article: 5 Key Healthcare Marketing Strategies to Implement in 2020

4. Create Interactive Content

The majority of people who are searching for healthcare-related content are looking for information that pertains to their own health. As such, creating interactive content can help you to address their needs more effectively. For example, health assessments and quizzes allow them to go over their symptoms in order to get a general idea about their current health. This type of content tends to be highly engaging, not to mention that it can lead to more appointments being scheduled as well.

5. Establish A Relatable Brand Personality

In order for potential patients to be able to trust you, they have to feel like they know you. While fleshing out your about page can help, it’s also important that you establish a brand personality that they can connect with on a more personal level. If your content is too dry and has no personality, it will feel like they’re just getting information from a textbook. You want it to feel like they are getting information from one of your healthcare professionals. Keep this in mind when creating your content. Additionally, get your personality across by interacting with leads directly. Whether through a live chat feature, on the comment section of your blog, or on social media.

6. Analyze The Performance Of Your Content

Monitor the performance of your content over time using analytics. Track metrics such as page rankings, traffic generated, traffic generated by source, click-through-rates, social signals, backlinks earned, and conversion rates. This will allow you to identify content that’s performing well so that you can make adjustments to improve your healthcare content marketing strategy over time.

These are just six tactics that you should focus on when implementing a healthcare content marketing strategy. With an effective healthcare content marketing strategy, you’ll find that your ability to attract new patients and to engage with them will improve significantly over time. As a result, there will be more leads, brand awareness, and an increase in brand trust.

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How Healthcare Content Marketing Companies Can Step Up in 2020

With the COVID-19 pandemic spreading across the nation, healthcare content marketing is more valued than ever before.  We have always needed healthcare companies to create the innovative products and services to help us deal with life’s ailments. However, with so much uncertainty in the world, now is the time for leaders in the healthcare field to realize that sharing what they know is just as important as delivering their products and services. As a result here are a few ways healthcare content marketing companies can aid the public during these times of uncertainty.

Make Your Content Reliable

Healthcare content marketing, or any kind of content marketing, should make good on the promises that people will read in your meta description. Nothing is more frustrating to a reader, than following up on an enticing description, only to find generic filler content. Now, with a crisis causing a nearly unprecedented amount of uncertainty, the public is looking for whatever concrete solutions that they can find.

For example, if you’re a B2B company who sells ventilators, then provide as many details as possible. That way uncertain decision makers, will know all they need to about your equipment, and view your company as a credible source of information. Another way to remain reliable in a crisis is to have a 24/7 live helpline open to anyone seeking aid. You can even incorporate chatbots into your company website; that way you can be available with a fast follow-up the next morning.

Make sure to have in-depth content prepared in advance and tailor it to each departmental decision maker.  That way department leaders, such as medical directors, can assess their needs, in regards to the equipment your company can provide. Above all else, make sure that your content and sales teams work in tandem beforehand so that all of your messaging aligns properly. Whatever else you offer, your company’s B2B content must be personalized, accurate, and actionable.

Create Specific Landing Pages

In addition to timely blog posts, articles, and press releases, creating a landing page is another way healthcare content marketing companies, can aid the public. More specifically, you should focus on creating a landing page that’s a hub for all things crisis related and link it back to your homepage. A unique landing page is an efficient strategy to route people to the right resources as quickly as possible.

Enjoy the article: 5 Key Healthcare Marketing Strategies to Implement in 2020

Incorporate Customer & Patient Feedback

A good way to build reassurance from the public is for them know that there are others who have benefited from your advice, products or services. For B2B companies, knowing exactly which facilities have used your products to solve internal crises can help turn potential customers into paid ones. Furthermore, when you include your customer’s feedback into your content, you’re providing information that can drive decisions.

Make Sure You Are Mobile OptimizedHealthcare Content Marketing 2

When something newsworthy occurs, chances are your customers aren’t going to pull out their desktops to get information. They’ll more than likely reach into their pockets and pull out whatever mobile device they have. If your content isn’t mobile-optimized, your company is likely leaving a lot of business on the table.

Additionally, mobile loading speed is something to be weary of. While tolerable most of the time, a slow loading and poorly optimized website, runs the risk of scaring away potential customers. As a result, your audience will likely abandon your content in favor of your competitors. This is especially true during times of crisis, as the public will want quick access to vital information. With a good majority of all online traffic in the U.S coming from mobile devices, it’s a good idea to make sure that your content gets into their hands first.

Empathize With Your Patients and Customers

During these trying times, your patience and empathy will be needed more than ever. However, this is only the first step. Your customers will need actionable information that they can digest quickly, in order to feel more at ease.

Use bullet points or subheadings, so that people can scan your content clearly. Be sure to include visuals in your display. Chances are, they’ll help your customers remember information much better than text alone. With that in mind, try to keep your content accurate and easy to read. Think about what it is that your target customers or patients want to know, then create your content around that.

Finally, transparency is another way to reassure others of your sincerity. The more actionable and proactive your information is, the others will see your commitment to their well-being. Furthermore, you lessen the risk of needing reputation management further down the road. In conclusion by applying these principles, you can help millions feel reassurance that their life is in the right hands.

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6 Reasons to Hire a Digital Marketing Agency

The reason to hire a digital marketing agency is simple; Internet has driven all kinds of innovation over the years. For example, it changed how companies both big and small can market their business. While anyone can leverage the Internet to market digitally; hiring a digital marketing agency is generally a much better idea than trying to go it alone. This is because there’s a big difference between digital marketing and effective digital marketing.

To get the most out of a digital marketing strategy, you will need to understand how to access and leverage data, trends, statistics, and more, not to mention how to identify, reach, and nurture your target audience in a cost-effective way. It’s the main reason to hire a digital marketing agency. In fact, the following are six more reasons why it’s in your best interests to hire a digital marketing agency:

1. Your Digital Marketing Costs

At first glance, hiring a digital marketing agency might seem like an added cost. However, doing so can actually save you money over the long run. This is because hiring a digital marketing agency means that an entire team of digital marketing experts will be working on your digital marketing strategy for an established fee.

If you were to attempt to develop, implement, and maintain your digital marketing strategy on your own; you would have to hire numerous full-time marketing experts in-house. Such employees can cost a significant amount of money. Especially, when you take into account that you have to pay more for those who have a lot of skills and experience. Not to mention all of the other associated costs with taking on more employees, such as insurance costs, payroll taxes, and the equipment that they need to do their jobs.

As such, if you’re planning on doing more than just setting up a Facebook page, then the most cost-effective route to take is to hire a digital marketing agency.

2. Focus On Your Core BusinessReason To Hire A Digital Marketing Agency 2

Attempting to maintain your digital marketing efforts without an agency isn’t just expensive, it’s time-consuming. Successful digital marketing strategies don’t just take a lot of time to develop and implement, they also need to be constantly monitored and adjusted. Digital marketing is a long-term strategy, after all. By allowing an agency to focus on your digital marketing efforts, you can focus the majority of your time and effort on growing your core business. Trying to handle everything yourself can result in an inability to meet the demands of your business, thereby potentially stunting your company’s growth.

3. An Agency Understands Effective Tactics And Strategies

Odds are that you don’t have a lot of experience when it comes to launching successful digital marketing campaigns. An experienced digital marketing agency will have implemented countless marketing strategies and digital marketing tactics over the years. They will know what works and, arguably more importantly, what doesn’t work. Essentially, you won’t have to worry about trial and error nearly as much when it comes to your digital marketing campaign when relying on a professional digital marketing agency.

Enjoy the Article: Types of Digital Marketing Strategies Your Business Should Use

4. An Agency Has All The Necessary Tools

In addition to all of the different special skill sets that are required to run a successful digital marketing agency (from web designers to content creators and more), you will also need access to countless tools, such analytics and dashboards. While there are some free tools out there, digital marketing agencies will have access to the very best tools, including those that are only available at an upfront cost or for a subscription-based fee. On top of that, digital marketing agencies make a concerted effort to stay up to date on all of the latest digital marketing advancements, which means that they’ll never rely on outdated technology to implement and maintain your marketing campaigns.

5. Access New Ideas For Your Marketing Efforts

There’s no such things as a one-size-fits-all solution to digital marketing. All the best digital marketing agencies know this, which is why they will customize your strategy to meet your needs. This also means that they will likely present new ideas for marketing your brand that can be incredibly effective. Usually, these are ideas that you would have never thought of without them.

6. Scale Your Marketing Needs As You Grow

Trying to scale your marketing needs as you grow can be a huge challenge. Even more so if you’re handling your marketing campaign in-house. You can’t just hire new employees at a moment’s notice, after all. A digital marketing agency should have the resources to be able to scale as your business grows.

These are the main reasons to hire a digital marketing agency. A good digital marketing agency can tailor your online marketing strategy to suit your specific needs in order to successfully reach your target audience and to meet your unique digital marketing goals

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7 Organic Growth Business Strategies You Should Adopt

Every company’s goal is to succeed and in order to succeed, it has to grow. A business that doesn’t grow won’t succeed in the long run. There are two ways that your business can grow: organically and inorganically. Inorganic growth is driven by capital; for example, via a merger or acquisition. Organic growth is driven by the resources your company already has, such as your experience, relationships, knowledge, visibility, reputation, and more. For example, expanding the amount of business you do with existing customers or obtaining new customers are forms of organic growth.

As you can imagine, organic growth is essential to your company, especially if you’re in the starting stages of your business. However, there is no right path to achieve organic growth. In fact, you can follow more than one path to achieve organic growth. With that in mind, the following are a few organic growth business strategies that you should consider adopting:

1. Define Your Company’s Niche

When you define a niche, it will make it easier to meet the needs of a specific audience. Not to mention, your competition will be a lot smaller. Cornering that niche can help you increase your market share and drive growth to the point where you can expand your products and services beyond that niche when the time comes.

2. Establish Your Unique Value Proposition

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Whether or not you’ve defined a niche, you need to have a unique value proposition. This is what will help you stand out from your competitors. Without a unique value proposition, your products or services will seem generic and customers will be more likely to choose similar products and services from competitors who do have a unique value proposition. When you have a unique value proposition, your market share will most likely begin growing at a steady pace as a result of being able to offer something your competition can’t offer.

3. Don’t Ignore Existing Customers

Your existing customers are an invaluable source of organic growth. Many businesses make the mistake of focusing too much on obtaining new customers to the detriment of keeping their old customers. Don’t just assume that because they are customers that they will continue to purchase your products and services. You need to continue to foster the customer relationships you’ve built. Doing so will help reduce customer churn and build trust and loyalty. This will help to ensure that they not only continue doing business with you, but that they expand the amount of business that they do with you over time.

Enjoy Article: 7 Market Research Strategies You Should Implement

4. Focus More On Relationships Than Sales

One of the biggest mistakes companies make is to focus on the sale. Focusing on a sale is a short-term view. Instead, focus on building a relationship with your prospects so that once they do make the purchase, you have a relationship in place that you can continue to foster throughout the future. If you focus too much on the sale, you may also lose prospects due to the fact that you were focused too much on your business instead of their needs.

5. Optimize Your Website For SEO Organic Growth Business2

SEO (search engine optimization) is an inbound marketing strategy that will help drive long-term organic growth. When your website is properly optimized for SEO, your pages will be more likely to be indexed by Google and ranked highly (as long as the quality of the content is good). As a result, your pages will appear higher up on Google’s SERP (search engine results page). People who search for the terms you’ve used as keywords when optimizing your website will see your website displayed.

Keeping your site properly optimized will, as a direct result, help to drive organic growth over time. Proper SEO requires a technically sound website, positive social signals, high-quality backlinks, and the use of relevant and competitive keywords, to name a few ranking factors.

6. Develop A Content Marketing Strategy

Your SEO strategy won’t do you much good with content to optimize. Additionally, Google’s ranking factors are all meant to help identify the quality of a webpage’s content. As such, your content marketing strategy needs to revolve around regularly producing high-quality content that’s relevant to your audience and that’s properly optimized for SEO. Part of your content marketing strategy should also focus on the promotion of new content.

7. Establish SMART Goals

You will want to monitor organic growth so that you can make adjustments that help to enable and enhance it. To do this, you will need to establish SMART (specific, measurable, achievable, realistic, and timely) goals to help you monitor and analyze your marketing and sales efforts.

These are seven organic growth business strategies that you should consider adopting. By implementing these strategies, you will help to drive the organic growth of your business over time.

OTT Marketing 1

8 Reasons to Invest in OTT Marketing

As new technologies emerge, new marketing opportunities tend to present themselves. For example, the rapid adoption of streaming services, from Netflix to Hulu, over the past few years has led to the growth or OTT marketing (over-the-top marketing). OTT marketing is a form of marketing in which ads play during the streaming of content provided via high-speed Internet connections. Because it’s so important to stay on top of the latest trends in order to avoid falling behind your competition, OTT marketing is something every business should explore. Of course, that’s not the sole reason why you should consider implementing an OTT marketing strategy. The following are some of the major benefits of investing in OTT marketing:

1. Reach A Huge Audience

It’s estimated that there will be close to 200 million streaming viewers within the next few years. This means that you’ll likely be able to reach a huge part of your target audience via OTT advertising. Not only are streaming channels, incredibly popular, but more streaming platforms are launching every year; both Disney and Google recently launched their own channels. Additionally, users have the ability to stream content on these platforms from almost any device, including TVs, computers, smartphones, and tablets.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

2. Target Your Audience More Effectively

OTT advertising essentially combines the effectiveness of TV ads with the ability to target specific audiences that digital marketing tends to provide. For example, OTT marketing allows you to target viewers in specific areas using GPS data. You can also leverage behavioral data based on the platform viewers are using as well as the content they are streaming. Additionally, you can also target viewers based on demographics.

3. People Will See Your Ads OTT Marketing2

Whereas people often change the channel when watching something on cable whenever there is a commercial break. people who are streaming content rarely do this. This is because they can’t just flip back to the stream they were watching after the commercials have ended. Switching streams is inconvenient and most people are too engaged with the content that they are streaming to constantly switch back and forth. Because of this, people who are streaming content are more likely to watch the entirety of the ads that are shown. In fact, it’s estimated that roughly 98 percent of OTT viewers watch the entire ad that’s shown to them. This means that your OTT efforts are more likely to have an impact on their intended audience.

4. Improve Engagement

Many streaming platforms allow their viewers to choose between OTT ads during content breaks. This helps to personalize their experience; however, it also means that they will likely be more engaged with the ads that play since they chose to view them. As such, OTT ads are a good way to get your message across more successfully.

Enjoy the Article: The Benefits of Mobile Marketing Generation

5. Obtain Better Data

When it comes to traditional TV advertising, viewing data is based on larger sample sizes. OTT marketing provides much more helpful data in terms of who is watching your OTT content. Some of the data that you’ll have access to includes what demographics were watching your content, what it was that they were watching, exactly when they were watching it, and from what device they were streaming on. All of this data is invaluable in regards to adjusting your OTT campaigns for better results.

6. OTT Campaigns Are Flexible

You’re not locked in when you pay for OTT advertising. Many platforms allow you to start, stop, and resume your OTT campaigns at any point in time. This means you can manage your campaign settings and the commercials you’re running in real-time to obtain better results. As a result, you can leverage the data that you’re collecting on your OTT campaign to make improvements.

7. You Can Test Your Campaigns

Because OTT campaigns are often flexible, you can test your campaigns by targeting different audiences and ads to see what works best. Think of it as a form of A/B testing except for OTT marketing.

8. OTT Ads Are Cost-Effective

Instead of paying for the placement of your ads, you’re paying for actual ad views. Because you’re also able to target specific audiences more effectively, your ads will also likely result in a higher ROI. As a result, OTT ads are actually very cost-effective, especially when you take into account the fact that OTT ads engage viewers and can be adjusted throughout the campaign as well.

These are some of the main benefits of investing in OTT marketing. Although traditional TV advertising can still be effective, OTT marketing is an excellent way to reach your target audience and to complement your existing and future inbound marketing efforts.

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What’s Trending In Marketing For March 2020

With the Coronavirus halting many events, knowing about current and recent marketing trends, is essential. Now more than ever, it’s important to know how to reach out to your customers, in creative ways that were previously not thought of . As a result, the following articles come from popular marketing blogs and highlight current marketing trends that we think are worth paying attention to:

Noteworthy Marketing News

Four Tips to Guaranteeing B2B Buyer Loyalty in 2020

Brandon Spear, President at MSTS, shows how retailers and brands can ensure B2B buyer loyalty by creating efficient payment options, removing friction from the purchasing process, and fostering an omnichannel buying experience.  

Coronavirus Creating Disruption, Uncertainty for Digital Marketing Ecosystem

The news cycle has been dominated by discussion and speculation about the Coronavirus or COVID-19. That’s also true in the tech press, as major events cancel, and companies such as Apple, Facebook, and Uber say revenues will likely take a hit because of supply chain issues or declining customer demand.

How Coronavirus (Covid-19) is Impacting Small Business and What You Can Do About It

The spread of the coronavirus (Covid-19) is developing rapidly, leaving many small business owners uncertain about their future. Many expect the coronavirus to have a significant impact on their revenue, and these concerns are proven to be justified. Fortunately, there are some actions that you can take to protect your small business while at the same time, protecting yourself, your employees, and your customers.

Google My Business Temporarily Removes Features Due to COVID-19

As a result of limitations caused by the COVID-19 situation, Google is temporarily removing some features from Google My Business. For instance, Google My Business will not be publishing any new reviews, review replies, or new Q&A until further notice. While at the same time they prioritize reviewing new listings, claims, and verification’s for critical health related business.

Marketing in the Face of COVID-19: Senior Living Teams Get Creative

The COVID-19 pandemic is disrupting the senior care industry in unimagined ways, and likely will for the foreseeable future. In spite of lockdowns and precautionary measures taken by operator and owners across the country, however senior living communities remain open for business-and sales and marketing teams are remaining busy but working in drastically different ways than usual.

 Similar Article: What’s Trending in Marketing For February 2020

Improving Your Marketing Program

5 Reasons Why You Need a Mobile Marketing Strategy

Has your marketing campaign lost it’s edge? Maybe it’s because you haven’t introduced mobile. Mobile Marketing is proving to be the fastest, easiest, and most accessible form of marketing today. Seniors, adults, and even teenagers, have had experience dealing with mobile marketing in some shape or form. As a result, nearly every company can benefit from a mobile marketing strategy.

The Importance of Having a Professional Web Design 

It doesn’t matter how big or small your company is, you need a website. If you don’t have a website, you’re without a doubt going to lose out on a lot of potential customers. This is because simply having a website, is one of the most effective ways to generate awareness of your business. However, you will want to have a professionally designed website to ensure that it’s technically sound, visually appealing, and user friendly.

Email Marketing Metrics You Should Keep In Mind & What They Mean 

Email marketing was one of the earliest forms of inbound marketing- and it’s continued to be one of the most widely used due to how cost cost-efficient and effective the strategy is. If you’re implementing an email marketing campaign, then it’s important that you keep track of certain email marketing metrics. That way you can judge how your campaign is performing and identify what is and isn’t working.

5 Mobile Marketing Techniques To Build Your Ecommerce Brand Marketing Trends 2

Whether your company is just starting up or has reached or has reached the point of maintaining a well-established customer-base, it’s important to stay up to date with the most current marketing trends and techniques for your ecommerce business. Therefore, structuring structuring and launching an ecommerce website, is a milestone achievement for any brand.

5 Reasons to Use Hubspot

 There are a lot of marketing platforms out there that can be incredibly helpful when it comes to creating, managing, and tracking your marketing and sales efforts. Out of these platforms, Hubspot is one of the very best. The following article contains five reasons to consider using Hubspot as one of your main inbound marketing tools.

Recent Marketing Reports, Updates, and Trends

Coronavirus and E-Commerce: It’s Complicated

The assumption that Coronavirus, social distancing, and staying home will boost e-commerce is widely held among digital marketing experts. However, early findings suggest that the reality of the situation will be somewhat more complicated.

Coronavirus: Emarketer lowers Global Ad Spend Projections for 2020

Worldwide ad spending is still expected to grow compared to last year, says research firm eMarketers, but it has lowered its growth expectations by 3%. Worldwide media ad spend will increase by 7.0% to $6.91.7 billion in 2020 over the prior year, down from the earlier growth estimate of 7.4% to $712.02 billion. The updated spend projections, include digital, directories as well as print, out-of-home, TV and radio advertising.

YouTube Analytics Now Lets Creators Compare Metrics Side by Side

YouTube is upgrading its analytics capabilities, allowing creators to compare multiple metrics side-by-side for the first time. This update specifically pertains to data in the ‘deep dive’ section of the YouTube analytics dashboard. The ‘deep dive’ section appears after clicking on “see more” next to any of the metrics on the overview screen.

Real-time Digital Insights & Automation: Powering Digital Marketer’s Performance

Last year digital marketers wasted an average of 26% of their budgets on ineffective channels and strategies. While there are many different reasons and ways in which these marketing strategies have underperformed, the most common belief is the inability to keep up with modern consumer behavior. In this article, we’ll take a good look at two areas of great opportunity: real-time insights and real-time automation, and how they help you tackle these challenges head on.

The digital marketing landscape is constantly changing. To help you stay ahead of the curve, this article will help you outline the bet digital marketing trends of 2020. For instance, video marketing is and always has been a reliable way of staying in touch with those who are far away. With hosting videos becoming easier and easier, each year sees more successful and ambitious branded videos online.

A GUIDE TO EFFECTIVE MOBILE MARKETING TECHNIQUES