marketing dashboard

The Importance of Implementing a Marketing Dashboard

At this point in time, most businesses realize how important data is and how analyzing the data that they collect can provide valuable insight into the performance of their marketing tactics as well as into how their audience behaves. The challenge lies in making those metrics easy to access and easy to read for everyone in your company. Fortunately, tracking data is easier than ever with the use of dashboards.

What Is Marketing Dashboard?

Marketing Dashboard is an app or platform that collect all of your KPIs (key performance indicators) and critical metrics onto one easy-to-read display. The information is pulled from multiple data sources, often both internal and external. The data displayed on a dashboard can be viewed at any time and in real time. Essentially, they act as real-time reports, eliminating the need to wait until the end of the month to receive an analytics report from your marketing department.

Tactics

marketing dashboard for social media

There are tons of different tactics dashboards out there that you can integrate into your system. This can range from email dashboards and website dashboards to search dashboards and social media metric dashboards. While these types of dashboards are often effective in displaying certain metrics, they don’t typically paint a whole picture. They may show you how your tactics are performing individually, but they don’t show you how they are impacting your company’s revenue cycle. It’s why you should implement a marketing dashboard.

The Benefits Of Implementing Marketing Dashboard

Tactics dashboards can be useful in that they showcase soft metrics (engagement, awareness, interactions, etc.). However, you’ll want a dashboard that can also display hard metrics (such as the internal rate of return and the net present value of your current campaigns) along with online marketing metrics (such as bounce rate, total visits, click-through rates, etc.). It’s why you’ll want to use a marketing dashboard. The following are just a few more reasons why integrating a marketing dashboard will be hugely beneficial for your business:

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

Customize your dashboard to your needs

Instead of being limited by tactics dashboards, a marketing dashboard allows you to customize which metrics are displayed. You can then pull what you deem to be the most important of your social media, email, and search metrics so that they are visually represented on one single display.

Track the performance of your marketing efforts

A properly optimized marketing dashboard will make it easy to see how your marketing efforts are performing in real time. This can be from engagement on social media to lead generation on your website. Not only can you identify how individual tactics are faring based on your KPIs and metrics, but you’ll get an idea of how well your overall strategies are performing as well.

Keep your team on the same page

One of the challenges of running a business is that many of your employees aren’t always on the same page. If everyone has access to your marketing dashboard, everyone can see what’s working and what isn’t. This makes it easy for company-wide communication to take place. This can result in more effective adjustments to marketing and sales strategies to improve performance.

Allow for more informed decision making

Being able to see how your marketing campaign is performing in real time allows you to make adjustments to your strategies and tactics on the fly. In theMarketing Dashboardpast, simple reporting would only tell you how you’ve done. The use of marketing dashboards gives you the chance to make more informed decisions on a daily basis. In turn, this can reduce the cost of your marketing efforts and improve their impact on your revenue cycle.

While a marketing dashboard can be considered a real-time report of your marketing activities, it’s much more than that–it’s a decision-making tool. The potential success of future marketing campaigns depends heavily on your ability to collect and analyze your company’s most important metrics and KPIs and determine how your marketing efforts are affecting your revenue cycle. The best way to do this is by integrating, customizing, and optimizing a marketing dashboard.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

How Your Web Page Speed Effects Your SEO and Google Ads Performance

For companies that already advertise to prospective customers on mobile devices, or who have organic search presence, there are numerous elements of their online presence that need to be checked, tested, and, where appropriate, changed. Implementing a robust SEO strategy is crucial to ensure visibility and competitiveness in the digital landscape. Knowing how to optimize your mobile site for speed will make all the difference to your search engine rankings.

The Importance of Testing Site Speed

The changes are going to make knowing the speed of a mobile site essential. Many tools permit site owners to determine their page speed to see whether enhancements are needed. Most of the tools that are available to test speeds are free and do not require administrator access to the website in question. That means that companies can check their competitors’ sites as well as their own.

Adjusting Mobile SEO Strategy for Google’s Speed Update

One such change that companies should consider is switching to Accelerated Mobile Pages (AMP). An AMP works by altering the source code of the website, thus directing the standard HTML page to a minimalist version of itself, the hosted AMP page. As AMPs are still so rare, they load exceptionally quickly. In initial Google testing, AMPs reduced load time up to 85%.
Local search should not be ignored, either. A Google Mobile Moments Study revealed that 40% of mobile searches have local intent. Companies also need to be aware that mobile search engine users enter queries differently than desktop search engine users; mobile queries tend to be much shorter.

Leveraging Search Console is a fantastic way to check in on a site’s usability. Using the following options under “Crawl Errors” can make a significant difference to usability:

  • Smartphone tab – It allows users to recognize any crawl errors that might be burdening their mobile pages
  • Fetch on Google – It allows users to to see how crawlers view the site and adjust accordingly for better indexing and ranking in search results.
  • Mobile Usability report –  It precisely informs users about pages with mobile usability issues, along with detailing the nature of these issues.

How Will Google’s Speed Update Impact Your Google Ads Account?

The Quality Score algorithm, the algorithm that determines how much users pay per click to serve an ad on the Search Network, is heavily influenced by landing page experience. If a company’s site does not load quickly and does not convey beneficial information, the company will either end up paying a premium or realize that they are unable to serve an ad at all.

The Google Ads documentation recommends five ways to affect positive change regarding a site’s landing page experience:

  • Include relevant, compelling content
  • Be recognized as trustworthy
  • Make navigation simple and effective
  • Reduce load time
  • Make the website faster

In Conclusion

Google Ad users need to ensure they optimize for load time and landing page speed, and not just in terms of relevance. Companies should also contemplate making a move to AMP, ensure that their intent is on point, and make the most of the power of Search Console and page speed insights.

30 Greatest Lead Generation Tips

visual storytelling

Visual Storytelling Techniques That Will Take You To The Next Level

Not only has video content become incredibly easy to consume due to the quality of smartphones and tablets, but it’s become much easier — and affordable — to produce as well. Considering the fact that 72 percent of consumers would prefer to learn about products or services via video and that the average consumer watches around 1.5 hours of video a day, your marketing campaign needs to have a video content marketing strategy.

However, your video content will only be effective if it’s of high quality. The following are ten visual storytelling techniques and promotion tips that you should keep in mind:

Top 10 Visual Storytelling Techniques

5 Storytelling Techniques You Should Use For Your Marketing Efforts.

  1. Maintain a single POV

    Make sure that your video focuses on a single idea or message and that you don’t stray off topic or else you’ll lose the attention of your viewers.

  2. Be human

    Use emotion to connect with your audience. A video full of dry facts with no personal point of view isn’t going to be very engaging. Additionally, showcase actual people in your videos so that your viewers have someone to relate to.

  3. Be memorable

    If there’s nothing memorable about your video, then it will fail to impress. Viewers are less likely to share video content that hasn’t made much of an impact on them as well, so strive to make content that is memorable in some way.

  4. Be more visual than verbal

    Video is a visual medium, so instead of just showing a talking head explaining your message, tell your message in a visual manner. Remember, a picture is worth a thousand words.

  5. Start with what’s real

    It can be easy to get wrapped up in the visual style of your content, but substance will always trump style. Begin with what’s real and use that as the foundation for your video. The video’s style should be the unique way in which you convey that message to your viewers.

  6. Make it compelling

    Remember who your target audience is in order to create video content that they will find relevant and interesting. If you aren’t targeting the right audience, your video content won’t end up being compelling, no matter how well produced it is.

  7. Optimize your videos

    Don’t forget to optimize your videos by using strong keywords and links in your titles and descriptions.

  8. Use strong CTAs

    Just like written content, video content should have calls-to-action at the end to encourage your viewers to do what you want them to do.

    Also Read: 3 Helpful Tips To Improve Your CTAs To Generate More Leads

  9. Use YouTube

    YouTube has over 1.8 billion monthly users. You can’t ignore an audience that big, so be sure to post your videos on YouTube.

  10. Share your videos

    Promote your videos by sharing them on all of your social channels to help attract more viewers.

Using visual storytelling techniques will help audiences connect with your video content and make them more likely to engage. Just remember that all the visual storytelling techniques in the world won’t work if your videos aren’t being watched, which is why promoting your video content is important as well.

30 Greatest Lead Generation Tips

Artificial Intelligence Pros and Cons

Considering The Pros and Cons of Using Artificial Intelligence In Marketing

Artificial Intelligence (AI) is becoming more and more prominent across all industries. The uses of AI range from manufacturing incredibly complex microchips, to driving unmanned vehicles. However, it’s also used in a more behind-the-scenes capacity. For example, businesses use AI tools to help collect and analyze customer data as well as to engage with customers and prospects on their website and social media channels. It’s important to understand that there are artificial intelligence pros and cons. The following are a few of the artificial intelligence pros and cons that you should keep in mind:

The Pros Of Artificial Intelligence

These are just a few of the benefits of using AI:

  • Personalize interactions – AI tools can collect user information and behaviors of a customer or lead to execute specific actions. For example, if a customer buys a product, AI can automatically send them an email not only thanking them for their purchase but recommending a similar product. A good example of this is Netflix. Netflix uses a complex algorithm to personalize their user experience by recommending movies and shows based on their watch history. You can also use AI to send leads dynamic content that’s based on their specific behavior and information.
  • Improve marketing efficiency – The use of AI can help eliminate mundane, time-consuming tasks, freeing up time that your marketing and sales teams can use to focus on more important matters. Additionally, AI tools allow you to collect vast amounts of data that you would never be able to manually sort and analyze. This means that by using AI, you can make faster and better decisions based on accurate, real-time information.
  • Reduce costs – Not only does saving time help reduce costs, but it can also save money on staffing. For example, the use of chatbots means that you don’t need as many customer representatives on standby. The use of AI can also help eliminate errors. Humans are more likely to make mistakes when performing repetitive tasks due to boredom. AI tools eliminate the risk of error in tasks such as these.

Also Read: Empowering and Transforming Digital Marketing with AI

The Cons Of Artificial Intelligence

The following are some of the current drawbacks of AI:

  • Many customers still prefer human interaction – Chatbots can help provide people with answers to basic questions. You can even personalize interactions to some extent. But no customer is going to mistake a chatbot for an actual human. Many customers will prefer to speak to an actual human instead of a chatbot.
  • Fewer jobs – Because you may not need as big of a staff due to the use of AI, it means you won’t be employing as many people as you would have otherwise. Just keep in mind that even though AI has cost people some jobs, in the long term, it has and will create more jobs as well.
  • AI can only make logic-based decisions – There have been cases where companies have performed actions that seemed callous as a result of AI. For example, Uber operates on an AI tool that determines how much rates will be based on supply and demand. When there’s a big demand, rates go up. When a shooting and hostage situation occurred in Sydney, Australia, a few years back, people in the area tried to leave via Ubers. Uber received bad press because their rates went up automatically — making them seem cold-hearted.

These are a few artificial intelligence pros and cons to keep in mind. As you can see, the use of AI can greatly benefit your marketing strategy; however, it’s important not to over-rely on your AI tools as there are still some limitations as well.

 

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Digital Communication Tools to Help Build a Human Brand

The success of your brand depends on much more than just convincing a potential customer to try your product. While in the past the customer experience has been based around the product being offered, these days, you need to look at the big picture. It’s not just about the customer experience in regards to your product. It’s about the emotional connection that they are able to form with your brand.

Customers don’t just want a product, they want a relationship with the brand that is selling them that product.  You need to focus on fostering an emotional connection instead of just trying to build awareness for a certain product. Fortunately, building an emotional connection with your audience is easier than ever before with the number of digital communication tools that are at your disposal.

The Importance Of An Emotional Connection

Customers are human beings. They have hopes, dreams, and feelings. In a world where their product choices are practically limitless, they will want much more out of a brand. They do not want to engage with a corporation. Customers want to engage with a brand that’s relatable on a personal level. Their desire for connection in such a world is not surprising. A brand that is able to touch them emotionally is going to make them more engaged.

There are many ways that you can do this; reinforcing the beliefs or perspective of your audience, supporting the goals or perspective of your audience, or challenging your audience to do greater things.

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How Digital Communication Tools Can Help Foster An Emotional Connection

Engaging on an emotional level with your audience is easier than it’s ever been, as long as you make the effort to do so. The following are just a few ways that digital communication tools can help you to connect with your audience emotionally and to build meaningful relationships with them:

  • Video content – When it comes to content, few other forms are able to engage audiences on an emotional level like video content. There are numerous reasons for this. First of all, people consume visual content much more easily than written content. Secondly, you can use actors or even real figures that audiences can relate to on a personal level. Thirdly, you can emphasize certain emotions much more effectively through the production of video, from the look of how it was filmed to the type of music that’s used to how the video is edited.
  • SegmentationSegmenting your leads and customers based on the data you’ve collected (via opt-in forms, surveys, and more) will provide you with valuable insight into who your audience is and how you can connect with them. It also allows you to personalize your content much more effectively, which will make it easier to drive engagement.
  • Social interaction – The use of social channels makes it easy to engage with your audience directly. Direct interaction makes it easier to build meaningful relationships. You’ll have a bigger emotional impact on those who witness the interactions on social media as well.

Building a human brand will help you build long-term relationships with your audience based on real emotional connections. Use the digital communication tools available to you to emphasize emotion in your marketing efforts. Doing so will help your audience relate to you on a more personal level, thereby driving engagement with your brand.

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Mastering Marketing Effectiveness: Strategies for Highlighting Your USPs

Understanding and leveraging your unique selling points (USPs) is one of the most important ways you can make your business stand out from the crowd. Marketing effectiveness plays a pivotal role in this endeavor, enabling companies to not only highlight what makes them distinct but also to connect with their target audience more deeply and efficiently. But how does one go about uncovering these golden nuggets of marketing prowess? And once identified, how can they be used to drive business success? This article will guide you through the intricate landscape of marketing effectiveness, highlighting the steps to discover your USPs and the manifold benefits they bring to your business strategy.

What is Marketing Effectiveness?

At its core, marketing effectiveness measures how well a company’s marketing strategies achieve their intended outcomes, such as increasing brand awareness, generating leads, or boosting sales. It’s an assessment of the return on investment (ROI) from marketing efforts, and it relies on several key components:

  • Strategic Alignment: Strategic alignment involves aligning marketing goals seamlessly with the overarching business objectives, ensuring that every marketing initiative contributes directly to the company’s success. This requires a deep understanding of the business’s long-term vision and the strategic steps necessary to achieve it, ensuring that marketing efforts propel the business closer to its goals, rather than operating in a silo.
  • Target Audience Understanding: Achieving a deep understanding of your target audience entails more than just knowing their demographic information; it involves grasping their behaviors, preferences, pain points, and aspirations. This comprehensive insight allows businesses to tailor their marketing strategies in a way that speaks directly to the heart of the customer’s needs and desires, enhancing engagement and loyalty.
  • Creative Execution: Creative execution is the art of designing marketing messages and campaigns that not only capture the attention of the target audience but also resonate on an emotional level. This involves leveraging insights into the audience’s values and preferences to craft compelling narratives, visuals, and experiences that align with the brand’s identity and values, ultimately fostering a deeper connection with the audience.
  • Measurement and Optimization: Measurement and optimization are critical for assessing the effectiveness of marketing strategies and making necessary adjustments. This continuous cycle involves setting clear, measurable objectives; collecting and analyzing data on marketing performance; and using these insights to refine tactics, strategies, and campaigns. This iterative process ensures that marketing efforts are always aligned with business goals and are adjusted in real time to respond to changing market dynamics and consumer behaviors.

The Benefits of Effective Marketing

Effective marketing offers a plethora of advantages for businesses, big or small. Here are a few to consider:

  • Increased brand visibility: Elevate your brand’s presence and ensure it remains at the forefront of your target customers’ minds, enhancing recognition and recall.
  • Enhanced customer engagement: Strengthen the bond with your audience through meaningful interactions, fostering a sense of loyalty and community around your brand.
  • Higher conversion rates: Boost the effectiveness of your marketing efforts to convert a higher percentage of prospects into actual customers by clearly articulating your value.
  • Improved ROI: Maximize the return on investment from your marketing initiatives, ensuring each dollar spent directly contributes to the financial health of your business.

However, achieving marketing effectiveness isn’t without its challenges. It requires a clear understanding of your market, creative and strategic prowess, and an ongoing commitment to measuring and refining your efforts.

Discovering Your Unique Selling Points

Your unique selling points are what set you apart from the competition. They are the reasons a customer should choose you over others. Discovering them involves several key steps:

  1. Market Research: Dive deep into the ecosystem of your industry to grasp fully the dynamics at play, including what drives your competitors, the evolving needs of your target audience, and the latest trends that could impact consumer behavior and preferences.
  2. Internal Audit: Conduct a thorough examination of what your company does best by evaluating the quality, pricing, technological edge, customer support, and all other aspects that make your products or services stand out in the marketplace.
  3. Customer Feedback: Initiate open dialogues with your clientele to understand their perspectives on your offerings, uncovering valuable insights and preferences that might not be immediately apparent from an internal viewpoint.
  4. Competitive Analysis: Take a close look at your competitors’ strategies and offerings to pinpoint weaknesses or unmet needs in their approach, identifying opportunities for your business to capitalize on and differentiate itself.
  5. Synthesis and Definition: Carefully distill the essence of your competitive advantage by merging all collected insights, defining your unique selling propositions in a way that is not only clear and concise but also resonates strongly with your target market.

Leveraging Your USPs for Business Success

Once your USPs are defined, integrating them into your marketing strategy is crucial for driving effectiveness. Here’s how:

  • Incorporate into Messaging: Make sure your USPs are front and center in all your marketing materials, from your website to your advertising and social media.
  • Train Your Team: Ensure everyone in your organization understands your USPs and can communicate them effectively, from sales to customer service.
  • Monitor and Adapt: Keep an eye on how well your USPs are resonating with your audience and be ready to adjust your strategy as needed.

While marketing effectiveness can propel your business to new heights, it’s important to be aware of potential downsides. Overemphasis on certain metrics can lead to short-term gains at the expense of long-term brand health, and an overly aggressive approach can sometimes alienate potential customers. Hence, a balanced, customer-centric approach is key.

Crafting a Future of Distinction

Remember, in a sea of competitors, your USPs are your beacon of distinction. Use them wisely to illuminate your path forward, engage your audience, and drive your business objectives.

For those looking to further explore the intricacies of marketing effectiveness and uncover the unique selling points that will set their business apart, we’re here to help. Contact Us for a free consultation.

lead generation tips

Tailoring The B2B Sales Funnel To Meet Your Needs

When it comes to the B2B sales funnel, there are three main stages: awareness, consideration and the decision stage. The funnel represents the journey that the customer takes from start to end. However, the B2B sales funnel isn’t necessarily set in stone. It can be modified to fit your business’s needs as long as it contains aspects of the three main stages. By customizing the sales funnel to meet your company’s specific needs, you’ll be able to identify what stage your customers are in more effectively, thereby making it easier to determine who they need to be in contact with and what actions need to take place.

With all this in mind, the following is an example of how the B2B sales funnel can be slightly modified. While still retaining aspects of the three main stages, the following B2B sales funnel consists of five stages.

Tailoring B2b Sales Funnel Stages

1. The Lead Generation Stage

The lead generation stage is a part of the awareness stage. It’s during this stage that leads who may not know who you are or what you do are introduced to your company. They may not even know what their exact pain point is at this time, which means presenting a solution during Lead Generation Stage stage of B2B Sales Funnel is premature. Instead, your goal should be to attract their attention and to establish your authority within your industry by producing high-quality content and establishing a presence online in the form of a website as well as social media pages.

2. The Lead Nurturing Stage

The lead nurturing stage is an extension of the awareness stage that ends up moving into the initial part of the consideration stage. It’s during this stage that you nurture your leads by continuing to educate them about your company and to inform them about the problem or pain point that they have. It’s during this stage that you will begin qualifying your leads.

Not all leads will be good prospects. Using lead scoring software, you can score leads based on actions they take during the lead generation and nurturing stages. For example, if they are spending a lot of time on your website, have returned multiple times, and have downloaded a free eBook and filled out a form, then you might want to qualify them as they have indicated a certain level of interest in your company.

When you qualify a lead, you need to make sure that they have expressed interest in one way or another, have a need for what you’re selling, have a budget to afford what you’re selling, and have the decision-making power within their company to actually make a purchase.

Read More: How Marketing Automation Can Improve Your Lead Nurturing Process

3. The Initial Meeting Stage

Once you have qualified a prospect, it’s time to engage directly with them. This is the initial meeting stage. Depending on how you structure your sales funnel, this initial meeting can come in a variety of different forms. For example, it could be a discovery call, a direct sales pitch, or a formal product or service demonstration. The idea is to establish the groundwork for a relationship and build trust with the prospect. They may not be ready to buy just yet. This B2B sales funnel stage is the second half of the consideration stage.

4. The Closing Stage

The closing stage is the stage in which you close the deal. It’s essentially the decision stage. At this point, the prospect should be making the decision to do business with your company. To ensure that you close, you want to align your priorities with theirs, secure their commitment, and continue to nurture the relationship with them until they make a decision.

5. The Retention Stage

Whereas standard sales funnels tend to end at the decision stage, your business with a new customer doesn’t end with the purchase. Remember, retaining the customer is of vital importance, which is why there should be a retention stage. Nurturing your relationship with your customers after the decision stage will help ensure that they continue doing business with them. Additionally, the stronger your relationship grows, the more likely they are to refer your company to other potential customers. This is a more cost-effective way to attract new leads since you’ll essentially be able to skip the first stage due to the referral.

This example shows how you can modify the standard sales funnel to create a funnel that better represents your B2B needs. As long as it retains some aspects of the standard three stages and the funnel is modified to help you better understand what part of the journey your customers are on and what their needs are, it should remain effective.

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lasting impressions

4 Tips on How to Leave Lasting Impressions on Customers

If you want to leave lasting impressions on your customers, you have to do more than sell them a service. Making their experience with your brand comfortable and enjoyable keeps them coming back over and over again. Giving customers individual attention and making them feel like you truly care about their needs will help them remember your business the next time they need your services. When it comes to leaving positive lasting impressions, the job does not end once they’re loyal to your business. You have to continue giving them positive experiences every time you’re in contact. Keep the following four tips in mind when interacting with your customers.

4 Tips to Leave Lasting Impressions on Customers

1. Don’t be afraid to get personal

While it’s important to focus on getting business done with customers, you should also take some time to personalize your conversations with them. Instead of jumping straight into the task at hand, first try to find out more about them as an individual. Ask them about their day and see if you can find a personal connection with them. Creating this bond with a customer will help them feel comfortable coming to you with their business needs, rather than going to a competitor.

Making personal connections with customers also shows them that your company is genuinely interested in them. Showing them your authenticity and desire to connect with them helps establish a strong level of trust. Remember, this relationship is a two way street. Let the customer get to know you and your business while you get to know them.

Simple Ways that Small Businesses Can Use Data to Build Better Customer Relationships.

2. Stay in touch

You want your customer to keep your business in mind long after your last interaction with them. This means regularly following up with them. Some ways you can keep up to date with them include weekly newsletters, customer appreciation emails and social media updates.

Making yourself available on social media is especially important. It reassures customers that they can easily reach you if they have any questions or concerns. Interacting with customers on social media is another way to convince them that your business values its customers.

The Power of Social Media Influencers: Why it works

3. Adapt to different styles of communication

Not every customer communicates in the same way. Some may be very straightforward and to the point, leaving little time for personal conversation or anything off topic. Other customers may prefer more casual conversation and want to chat on a personal level before addressing the business at hand. No matter how your customer prefers to communicate, you must be willing to adapt to accommodate them. If you talk to every customer in the same manner, they may struggle to connect with you and it might not leave the impression you’re aiming for.

4. Show customers you respect them

They say the customer is always right, but in some cases that simply is not true. When helping a customer, letting them know when they’re wrong in a respectful way shows you truly care about helping them get the best results. If you guide them to the solution, they’ll remember how helpful you were the next time they need your services. It’s crucial to be honest and direct with customers so they can trust your brand.

If it’s a matter of differing opinions, there may be no right or wrong answer. In this case, it’s important to respect the customer’s opinion, even if you disagree with it. Customers may not remember the exact topic you disagreed on, but they will remember if you treated them with kindness and respect. In the future, they may choose your brand because they know they can trust you to be authentic.

If you want to leave positive lasting impressions on customers, it’s essential to keep these 4 tips in mind. Personalizing your interactions and going above and beyond for each customer will help them remember you whenever they need your products or services. If you make your customer feel comfortable and respected, you can be sure you left them with the best possible impression of your brand.

 

buyer persona guide for business

 

Factors That Influence Consumer Purchasing Decisions

What Are Marketing Qualified Leads And Why Do They Matter?

How are you handling your marketing qualified leads? Once you have a lead at the top of the sales funnel, you can’t just stop marketing and hope that initial lead turns into a sales-qualified lead (SQL). You need to keep your eye on your marketing qualified leads (MQLs) as well.

What is Marketing Qualified Leads?

A Marketing Qualified Lead (MQL) is a type of lead in which potential customer will engage with your brand which you have provided to them through your marketing efforts.

Don’t Forget the Lead in the Middle

Prospects, also known as contacts and leads, are the consumers at the top of your sales funnel. They have an initial interest in your product or service and might provide an email address or first name, in exchange for a report or other premium offer. However, they are only at the browsing stage and are definitely not ready to make a purchase yet.

At the bottom of your sales funnel are your sales qualified leads, also known as SQLs. These leads are ready to make a purchase. This is when your sales people need to be in contact, ready to provide additional information and incentives to finalize the sale.

Now there is plenty of room between the prospect and the SQL. This is where the marketing qualified lead (MQL) sits.

An MQL has moved beyond the browsing stage and is seriously evaluating whether your product or service meets certain criteria. They are looking at your competition as well. This is when your marketing needs to shift. An MQL needs more detailed information on your products and services, and needs to know how you differ from the competition. This information will help the MQL move towards the decision-making point.

Read More: How to nurture leads with email marketing

How Can You Tell if a Lead is Marketing Qualified?

To tell when a lead is moving towards the MQL stage, you need to gather pertinent data from the lead and monitor his/her activity on your website. Then, compare this information to past sales opportunities to determine what direction the prospect is moving towards.

  • Demographic data from the lead, like location, industry, and business size makes a difference. Also, how much do they want to spend? Is your product within their budget needs?
  • What types of actions are they taking on your website? Frequent visits added with downloading whitepapers or other detailed information is a good sign they are in this stage.
  • How similar are they to your past sales opportunities? If your typical customers are established companies with a large budget, a start-up with a limited budget may not be a good fit. That doesn’t mean that start-up won’t make a purchase, it is just less likely to happen.

The exact definition of what an MQL means to your company is something only you can define. But, no matter how you define MQLs, you cannot forget them in your marketing process. Forgetting them means less SQLs which means less final sales. And that defeats the purpose of marketing in the first place. The next step is learning how to engage marketing qualified leads until they move to being an SQL.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

brand awareness

Six Cost Effective Marketing Strategies To Grow Your Brand

Most companies, from business start-ups to established brands, recognize the importance of marketing. However, some may stray away from marketing tactics because they view them as costly. In reality, many cost-effective marketing strategies require little investment. Here are six of them:

Six Cost Effective Marketing Strategies

1. Blogging

Blogging is among the simplest yet most effective ways you can market. Google’s ranking mechanisms highly rate blogs that are frequently updated with relevant, quality content. According to HubSpot, there is a positive correlation between blogging frequency and visitor traffic. If you can manage I6 or more blog posts a month, you will get you 3.5 times more traffic as compared to blogs that publish 0-4 times in a month. Blogging is inexpensive because you can have your own staff create the content, and hire freelancers if you need extra help.

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

2. Mailing lists

Mailing lists are also an effective and inexpensive way to generate leads. Email lists can be used to remarket to customers you have already interacted with, as well as market to new contacts. Target your audience effectively by mailing content that offers solutions to the problems they may be facing. Remember to regularly update your contact lists.

3. Online marketing sites

Today, online platforms such as social media and websites are a crucial part of marketing. Depending on your business, different sites can be more effective than others. A site like Yelp allows you to create a profile for visibility and reviews, while TripAdvisor does the same for hotels, restaurants, etc. Mogul is a marketing site specifically designed for female business owners. A safe marketing strategy is to start by using less expensive websites, and then expand to others once you learn the ropes.

4. Calls to action

Once you know what kind of content your target audience is looking for, use calls to action to generate leads and position your company as the solution to their problems. Call To Action Phrases are so important. You can Create CTAs through HubSpot and use action words like “contact us”, “subscribe”, and “download” to get potential clients to click on your CTAs.

5. Press releases

It may take time to obtain the right press contacts, but once you do, press releases can be powerful marketing tools. Press releases are a cheap and reliable way to update your target audience on your successes with clients, and can be written by staff members or clients. Press releases can also be used to announce awards/accolades you have received, launch new products, announce company changes, launch promotions, etc. Overall, press releases will improve your image in the eyes of potential clients.

Also Read: The Ultimate Guide to Creating a Press Release

6. Videos

By 2024, it is estimated that video traffic will drive 82% of of IP traffic this year. Video production can be outsourced to qualified creators with high quality equipment, or you can develop them in-house at a lower cost. Video marketing is well worth the price because videos will increase your brand’s visibility, help you retain existing customers, and engage your target market while driving lead generation.

With these cost-effective marketing strategies, you can attract and convert your target audience without breaking the bank. Employing these tactics should increase your revenue in the long run, so the sooner you get started, the better. We wish you the best of luck!

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