digital marketing tactics

What is Digital Storytelling: How To Improve Your Efforts

When you’re marketing your brand, you’re telling consumers a story. In that story, they are the protagonists. Their problem or need is the inciting incident of that story, and the solution you present is the climax to that story. Effective storytelling is important in not only helping consumers identify what their problems and needs are and presenting your products or services as a solution, but in helping them to relate to your business on a personal level.

What is digital storytelling? It’s the use of strategies across all online platforms to help convey your message to your audience, whether it’s through videos, blog posts, images or tweets, to name a few methods. The following are a few tips that will help make your digital storytelling efforts more effective:

Align Yourself With Your Audience long form video1

Your audience doesn’t want to have their views or opinions challenged or changed. That’s not what your goal should be. The most effective stories are those that agree with the values of your audience. Here it allows them to feel smart and secure, thereby making it easier for them to see themselves as the protagonist of the story you’re telling, which, in turn, makes it easier for them to relate to the narrative overall. This means that you need to know who your audience is in order to be an effective storyteller.

Use Real Stories

The one thing consumers relate to the most is other consumers. Use your previous customers to tell your story. For example, banks often produce video content focusing on small business owners who became successful as a result of their small business loans, which makes their brand more relatable and empathetic.

More Tips On Digital Marketing? Free Digital Marketing Tools To Cope With COVID-19

Tell Smaller Stories

You don’t want your digital storytelling to become too complicated or the message will get lost. Keep it simple and to the point. One way to do this is to focus on smaller stories. For example, instead of showing how one of your products has dozens of benefits or uses, showcase how one customer was able to solve one specific issue using your product.

Smaller stories take less time to tell, which means your audience is more likely to read through your content or watch your videos all the way through — and it also makes your content more shareable.

Avoid Being Too Promotional

Telling your audience to buy your product because it’s cheap and it works well isn’t storytelling. There’s no way that a consumer can connect with that message on a personal level, considering that the average consumer is attacked with extra promotional advertisements daily, it’s the last thing they’re going to want to see. The trick to avoiding being excessively promotional is to focus on your audience, what they want, and not on you and what you want.

Storytelling is the most effective strategy for relaying your message to your audience. These tips will strengthen your digital storytelling efforts to help build stronger relationships with your audience.

A GUIDE TO EFFECTIVE MOBILE MARKETING TECHNIQUES

Reason To Hire A Digital Marketing Agency 2

The Difference Between Lead Generation vs Demand Generation

When it comes to building your audience and increasing your sales, there are two strategies that are vital to your success:  demand generation and lead generation. However, there are a lot of misconceptions about both. For instance, many people confuse one for the other. Some people think that demand generation is part of lead generation, while others think that lead generation is a part of demand generation. In reality, they are two different strategies that are critical to your ability to convert more customers.

Demand Generation vs. Lead Generation

The question for many is, “what is the difference between demand generation vs. lead generation?” Think of them as steps that must be taken to eventually close a sale. The first thing that you must do is to generate demand. Once you have achieved demand, you must then capture leads. The following is a more thorough breakdown of demand generation vs. lead generation:

  • Demand Generation – Demand generation is a strategy that includes numerous marketing tactics aimed at building awareness. Another misconception many have about demand generation is that it’s only about increasing brand awareness. However, it’s also about educating your audience about their needs and how your brand can solve them. As such, you’re also building brand authority during this stage. The ultimate goal of a demand generation strategy is to put your audience into the position to be converted into leads.
  • Lead Generation – Lead generation is the strategy of converting visitors to leads by capturing their personal information, such as their name and email address. It’s through the generation of leads that you will be able to nurture your leads through the sales funnel and eventually close the sale. When it comes down to it, lead generation is the act of taking advantage of the demand you’ve generated to collect contact information. Using that contact information, you can then engage leads directly.

Implementing A Demand Generation Strategy

Since demand generation consists of generating brand awareness as well as educating your audience, there are many tactics you can use. The following are just a few examples of demand generation that you can use:

  • Blogging – A blog allows you to regularly publish content to your website that is educational and informative. Blog content can also help people become aware of your business, if you promote it properly. For instance, by earning backlinks, optimizing it for SEO, and sharing it on social media.
  • SEO – Optimizing your website and all of its content for SEO, helps increase your presence on Google’s search engine. As a result, you can attract more organic traffic to your site.
  • Paid Advertising – Paid advertising, whether on Google or on social channels, can help expose your brand to specific segments of your target audience.

One thing to keep in mind when creating a demand generation strategy is to know who your audience is. Your demand generation efforts won’t have much of an impact if you’re targeting the wrong audience. Because of this, it’s critical that you develop your buyer personas.

Like this article ? Also read A Brief Guide to Sales Lead Generation

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Implementing A Lead Generation Strategy

If you have a constructive demand generation strategy, you should be in an excellent position to capture your leads. At this point, your audience should not only know who you are, but they should be interested in your brand due to the influence that you showcase. However, the majority of them won’t be quite ready to take the leap, which is why you need a lead generation strategy. Such a strategy involves providing something of value in return for their contact information.

With that in mind, the following are a few examples of value that businesses commonly offer to drive lead generation:

 

  • Gated content – Offering more in-depth content in the form of ebooks, whitepapers, and more, is an excellent incentive for providing you with their personal information. Businesses include links to gated content in the CTAs of their free-to-read blog content. Doing so allows them to capitalize on the authority they’ve just built.
  • Email newsletter – For anyone who is reading your blog on a regular basis, a periodic email newsletter filled with relevant and unique content is a great incentive to convert to a lead. Not to mention that they will have to provide their email to receive email content.
  • Free trials – Interested audience members are more likely to convert if you give them a free sample of your service. Offering a free trial in return for their personal information is generally accepted as a more than fair trade.
  • Webinars – Webinars are live stream of presentations, such as panel discussions, lectures, or interviews. They can run for a longer period of time and tend to dive in topics in great detail. Not to mention that viewers can often engage during the webinar by asking questions. Webinars are a great way to generate leads because you can acquire viewers to register in order to get access.

Understanding The Difference Between Demand Generation vs. Lead Generation Is Critical

To achieve success, you need to focus on both demand generation and lead generation. However, not understanding the difference can make it difficult to meet your goals. Not to mention, it will be difficult to monitor on how your marketing efforts are performing.

30 Greatest Lead Generation Tips
healthcare marketing agency

Five Tips for Effective Inbound Marketing for Healthcare

Quality healthcare has always been important, but it’s even more important during the pandemic. More people are searching for health-related information than ever before. As such, it’s critical that your healthcare business is in a position to be found. To achieve this, you need to implement a strong, long-term inbound marketing strategy. A good inbound marketing strategy can help drive awareness of your business and help generate more leads. It’s why you should work with a reputable healthcare marketing agency. With that in mind, the following are five essential inbound marketing tips for healthcare businesses:

1. Add Educational Content To Your Website

One of the most important goals you should have is to build trust with your audience. Trust is essential to any healthcare business; after all, your customers are often putting their lives in your hands. With that in mind, you should add educational content to your website. This content shouldn’t promote your services or products. Instead, it should educate your audience. The more informed they are, the more confident they will be in making a purchasing decision. Not to mention that it helps build your brand authority, which directly increases trust.

COVID-19 Content

An example of educational content might be a page dedicated to COVID-19. This page could explain what the symptoms are, what patients should do if they exhibit symptoms, and how they should seek help if needed. Not only are you providing valuable information that can save lives, but you’re also providing relevant information that can build trust.

2. Build A Compelling Website

Your website is the foundation of your inbound marketing efforts. It doesn’t matter how good your content is if your website is poor. The following are just a few important elements of a compelling website:

  • No technical issues – Broken links and slow loading pages can hinder the user experience. Few visitors will stay on your site for more than a few seconds if they’re encountering technical problems.
  • Visually pleasing layout – Your website should be visually pleasing. A poorly designed website that looks outdated will give visitors reservations about your healthcare company’s quality.
  • Easy navigation – Your site should be easy to navigate. Make it easy for your visitors to jump from one section to another and to find what they’re looking for.  Besides a solid navigation menu, you should also use internal links to help guide your visitors to related content and pages.
  • Ability to contact you – Whether visitors have questions or want to schedule appointments, it’s vital that you make it easy for them to contact you. Your contact information should be on every page. However, you should also have a page dedicated to your contact information where visitors can fill out a form. You should also think about incorporating a live chat or chatbot feature to provide basic information and guidance.

3. Maximize Your Email Marketing Strategy

Email marketing has been an incredibly cost-effective marketing strategy since the beginning of online marketing. Healthcare companies, in particular, can benefit from email marketing. For example, you can create an email newsletter that leads and customers alike can sign up for. You can use this newsletter to educate your audience and to build trust in your brand. You can achieve this by using your newsletter to provide new health information,  healthcare tips, and office updates. A good email marketing strategy can allow you to nurture more leads and encourage more appointments.

4. Use Social Media

Social media is one of the best ways to engage directly with your target audience. Many people turn to social media in order to seek healthcare-related advice. In fact, it’s estimated that 40 percent of people say that they use information they found on social media to make health-related decisions. If you establish a regular presence on your social media channels, you’ll be able to offer professional advice to potential patients. As a result of such engagement, you can build trust. Not to mention that any interactions you have will be public, which will help to generate more brand awareness.

5. Create A Blog

While you should have educational content throughout your website, a blog can be particularly helpful. A blog allows you to publish new content on a regular basis. It also allows you to publish content that may be relevant to a specific time. For instance, a post on health-care-related laws passed during the pandemic would be a great blog post. However, you can use your blog to post about all kinds of general disease information.

An effective healthcare inbound marketing strategy is essential to your company’s success, especially at this point in time. Although these marketing tips are incredibly effective, they do require time, experience, and expertise to implement successfully. As such, you should strongly consider working with a professional healthcare marketing agency.

b2b marketing trends 2020

Guide to B2B Marketing During Covid-19

Companies around the country are affected by the current COVID-19 pandemic. However, even if business is slower than normal, it does not mean that you should stop your marketing efforts. While you may not see short-term results during this pandemic, your marketing strategy can put you in the position to see results over the long-term. This is especially true once things get back to normal. With that in mind, the following are the steps you should take to improve your B2B digital marketing efforts during COVID-19.

1. Use The Time You Have To Your Advantage

One of the everyday challenges in business is to reach potential clients at the right time. During the pandemic, prospects and clients alike are going to have more free time on their hands. They may have had to shut up shop temporarily and are just waiting to open back up. Others may be working from home, which means that they may be working sporadically throughout the day. You can take advantage of the time your audience has by hosting webinars or producing more long-form content.

2. Re-Evaluate Your Audience’s Perception Of Value

As you know, the pandemic has changed the way we look at a lot of things. Many companies are re-evaluating what is important to them. They are also re-evaluating their budgets and their perception of value. You need to make sure that you stay on the same page as your prospects and clients. This means that you should re-evaluate what your audience’s perception of value is.

Identifying your customers’ current needs

Understanding that customers may not be purchasing products or services from you in the short-term doesn’t mean that you can’t offer value. Put yourself in their shoes. What kind of content will they find helpful during this time? How can you help them? Of course, not all of your clients’ companies may be suffering. Some may be thriving at the moment. Identifying these businesses is essential as you may be able to target them more effectively.

3. Engage Your Audience In A More Personal Way

Most businesses aren’t doing exceptionally well at the moment. Not to mention that people are, in general, somewhat on edge. There are countless reasons for this. People are worried about their companies. They are worried about their health. They are stuck at home under stay-at-home orders. With that in mind, generic sales pitches aren’t exactly going to win them over. Instead, you should focus on hyper-personalization across all channels.

Using hyper-personalization

Hyper-personalization is the use of behavioral and real-time data across multiple channels to personalize the prospect’s or customer’s experience. It’s different than traditional personalization in that you also use purchasing, browsing, and other real-time data. The result? First of all, you’ll get to know what your audience’s current needs are better. Secondly, you’ll create a unique experience tailored to those needs. Such an experience helps you build longer-lasting relationships.

4. Have A Plan For The Future

If COVID-19 has taught us anything, it’s that you can’t predict the future. Anything can happen, which is why you should make sure that you’re prepared. This means that you should have a plan in place in the event that it lasts longer than you expect. On the other hand, you should also plan for the end of the pandemic. When it does end, you will likely need to make more adjustments to your marketing strategy. Just keep in mind that an effective marketing strategy is one that can adapt to various situations. Using this guide should help you do just that.

Follow these steps to make sure that your digital marketing strategy is effective during the pandemic. It might not be apparent right away, but there are still marketing opportunities that you can take advantage of despite COVID-19.

 

soft sell

Soft Sell Advertising: What it is, Why it works, and How to Execute

When it comes to advertising, businesses as a whole tend to be aggressive. They let you know exactly who they are, what they do, and why you should buy from them. Even in inbound marketing, companies will try to tie the topic of conversation in with their products or services in some way. However, this isn’t the only course of action. You can also reach your target audience and successfully engage them by advertising in a more subtle manner. Such a strategy is known as soft-sell advertising.

What Is Soft-Sell Advertising?

Soft-sell advertising is a more subtle form of advertising. The goal behind soft-sell advertising is to evoke a positive emotional response. The idea is that the customer will then subconsciously connect the response they had to the brand that invoked it. Businesses that implement soft-selling marketing will often create ads that are warm or humorous, as these tend to be the ads that invoke the most positive feelings.

The History of Soft-Selling

The idea of soft-selling first emerged in 1914, when Theodore MacManus published an ad that would become the model for the soft-sell. The ad was essentially an essay on the burden of being the best in one’s field. The ad was for Cadillac, yet Cadillac wasn’t mentioned a single time. Nor was there an illustration that ran with the ad. Yet the ad was incredibly successful.

The Benefits Of Soft-Sell Advertising

The following are some of the reasons why you should incorporate soft-selling advertising into your marketing strategy:

  • Less pressure on customers – Because soft-sell ads don’t push products or services, customers will feel less pressure to buy. The pressure is apparent in hard-sell ads, and it’s often off-putting. Using soft-selling ads, you give your audience the ability to discover your brand and make a purchasing decision on their own time.
  • Increase brand awareness – Even though you’re not pushing your brand into their faces, audiences will be more likely to share your content. The reason? People don’t share ads, they share content. When you create a soft-sell ad, you have to focus on the quality of the content and not on the sale. If you are able to create high-quality content that invokes a positive emotion, your audience will share that content. People will share content that elicits a positive reaction to their friends, thereby increasing your brand awareness.
  • Build more trust – Another result of having to focus on content quality is that you’ll build more trust. You’re basically offering your audience something of quality without asking for something in return. This shows them that you care about more than just sales. As a result, they’ll be more likely to explore your brand further. Not to mention that building trust is essential to building long-lasting relationships.

Examples Successful Soft Sell Advertising

Soft sell advertising has grown in popularity, both in regards to inbound marketing and outbound marketing. The following are a few examples of effective soft-selling ads:

  • Yeti – Yeti is a company that sells coolers and outdoor accessories. They filmed an entire series of videos called Hungry Life showing a well-known chef spending time in nature, where he picks plants, goes fishing, and prepares his meals outdoors. Although Yeti’s coolers do make an appearance, they are never showcased or talked about. Yeti is obviously targeting a specific audience by showcasing a specific lifestyle. That audience will then make an emotional connection between that lifestyle and the Yeti brand.
  • Burt’s Bees – Burt’s Bees uses their founder as the spokesperson. This is perfect because he essentially represents their main buyer persona. The Nature of Burt video introduces Burt, who explains who he is. He’s likable and funny, and their target audience can relate to him. What makes the video so effective is that it builds an emotional connection between the viewer and Burt, all without ever promoting the brand or its products.

Implement a Soft-Sell Advertising Strategy Today

Because many companies focus many of their marketing efforts on generating brand awareness, they tend to be overly aggressive. However, soft-sell marketing can be incredibly effective in terms of engaging your audience and building trust. As such, you should be sure to include soft-sell marketing tactics in your inbound marketing strategy.

user generated content

Sourcing User Generated Content

One source of content generation you may not have tapped into yet is user-generated content. Content marketing is a critical component of any successful marketing strategy. However, it can take a lot of resources to produce your own content on a regular basis. Even if you’ve managed to regularly generate high-quality content, you should look for other ways to create new content for variety’s sake, such as high quality user generated content.

What Is User-Generated Content?

User-generated content refers to content created by consumers and not brands. Such content includes videos, pictures, reviews, articles, and more. For instance, if a consumer takes a picture of themselves using your product and posts it on Instagram, that’s user-generated content. The following are just a few of the benefits of user-generated content:

  • Free publicity

Your audience is essentially promoting your brand on your behalf. As a result, user-generated content can help increase brand awareness.

  • Free content

Creating your own content requires a lot of resources. User-generated content requires none — your audience is creating the content for you. While you don’t own it, you can share it and reap the benefits of it.

  • Positive word of mouth

Customers trust other customers more than they trust brands. Positive user-generated content can, therefore, help to boost your brand reputation by creating trust.

How To Source Usable Generated-Content

Considering how beneficial this free content can be, you’ll want to do everything you can to encourage it. However, the biggest challenge lies in the lack of control you have over the content. You can’t control the message, format, or quality, after all. But there are a few ways that you can guide your audience to create the content that will benefit you most. The following are a few tips on how to source high-quality user-generated content:

  • Encourage 

Don’t just wait for your audience to create content relevant to your brand. You need to encourage it. For instance, hold a contest on social media in which users vote on the best submission. You can then give the winner a prize. There are many ways that you can encourage content generation.

Utilize Marketing Audiences on Pinterest Today

  • Provide clear guidelines

If you’re looking for a specific type of content, then you need to provide guidelines. For example, if you want user reviews, consider providing a basic review format. Such a format could list three broad questions that users can answer in order to generate a review.

  • Provide content creation tips

Your audience does not consist of professional content creators. As such, provide tips that they can use to create higher quality content. For instance, if you’re holding a video creation contest on YouTube or on Instagram, provide your users with a list of basic filming tips. Such tips can help cut down on the amount of poor quality content that you might receive.

  • Offer an example

If you’re looking for a specific type of content, then provide an example. When users see what you’re looking for, it will help them create the kind of content you want. For instance, if you’re hosting a picture taking contest, upload a few pictures of your own that would be considered exceptional examples. By providing an example, you also make sure that users understand your instructions more clearly.

  • Identify the channel

Make sure that your audience knows where to send it. The last thing you want is users posting their content on different platforms or sending it to you via different channels. If you’re promoting a contest, specify what platform they should post to or what hashtag they should use. Provide detailed instructions on how to submit content. By making it clear what channel you’re using, it will be easier for you to track and organize user-generated content.

  • Open a line of communication

Provide a channel through which your audience can contact you. This channel should be specifically for users who are creating content. You can do this by providing a specific support email address, a phone number, or a page they can DM on social media.

  • Monitor performance

Track how the content users create for your brand is performing. By doing so, you can identify what types are the most effective. You can then adjust your guidelines and instructions to encourage the creation of that type of content.

Enhance your Strategy Today

User-generated content can go a long way towards boosting brand trust. Not to mention that it’s a great way to expand your content marketing strategy. As such, make sure that you encourage the creation of high-quality user content. You can do this by providing your audience with general guidance and encouragement to drive effective user-generated content creation.

25 Website Must Haves

Keys Successful Price Reduction Strategy

There are many reasons why you might be thinking about reducing the prices of a product or service. There are usually two main reasons: the product or service isn’t selling as well as you had hoped, or you’re looking to increase your customer base. A price reduction can help interest potential customers who may not have been interested before. However, if you plan on cutting prices, you need to implement effective price reduction strategy marketing.

Why is Price Reduction Strategy Marketing Important?

There are two critical reasons why you can’t just slash prices without a price reduction marketing strategy in place. First of all, nobody will know about the price change. Secondly, you don’t want those who do know to make the wrong assumptions about why you are changing the price.

Generating Awareness Of Your Price Reduction

If you don’t market the fact that you’re reducing your prices, nobody will know about it. This then defeats the purpose of lowering your prices in the first place. For example, if you are reducing the cost of a product because it isn’t selling well, then it’s still not going to sell well if nobody is aware of the price cut.

Informing Customers Why You Are Reducing Prices

If people don’t know why you cut prices, they will make assumptions. This can hurt your brand image. For instance, some customers might think that you’re discontinuing a product and are trying to get rid of the last of what you have left. Customers don’t want to buy a product if a newer version is coming out soon after.

What Are The Keys To Effective Price Reduction Strategy Marketing?

When you cut the price of a product or service, you should have a goal in mind. After all, why else would you reduce prices? Whatever your goal might be, you’ll want to keep it in mind as you develop your marketing strategy. A good price reduction marketing strategy should include the following:

  • Provide A Reason

If you don’t justify your price cut, your target audience may become skeptical about why you’re doing it. You need to have a good reason. For example, maybe you’re just having a sale to reward your customers. Or maybe it’s an ethical reason (such as temporarily lowering prices during the COVID-19 pandemic). If you’re permanently reducing the price, you should provide an explanation as well.

  • Research Your Competition

If you’re trying to price your product more competitively, then you should do some competitive research. How much are your competitors charging for similar products or services? If you’re temporarily reducing prices, then you might want to make them even lower than your competition. Doing so can help you steal customers who are willing to try your product or service due to the low price.

  • Establish A Timeline

Is your price cut going to be permanent or temporary? If it’s temporary, you should market it as such. You’ll want to note exactly when you plan on reducing the price. You should also mention how long it will remain at that price point. This way, customers who want to take advantage of your price reduction won’t miss out. The last thing you want is for customers to not make the purchase because they didn’t know that your price cut was temporary.

  • Consider Your Buyer Personas

Consider how a price change will affect your buyer personas. You might not realize it, but reducing the price isn’t always the best way to increase sales. This is especially true if your buyer personas are on the wealthier side. These personas are likely looking for a premium product or service. If you lower the cost of your product significantly, it may lose the perception of luxury.

Lesson Learned: Buyer Persona Gone Wrong 

  • Focus On Features

One of the biggest mistakes that companies make is to focus solely on the price cut. While the price reduction will attract many customers, it’s not the main reason why they will make the purchase. It’s the features of your product or service. Focus on the features that make your product or service worthwhile. The features are what provide the real value, after all.

Implement A Successful Price Reduction Marketing Strategy Today

Reducing the price of your product or service can help you increase sales and your customer base. If you take the time to develop an effective price reduction marketing strategy, it will result in both a short-term impact and a long-term impact (even if you’re only reducing prices temporarily).

buyer persona guide for business

The Value of Marketing Automation in 2020

As your organization expands, so will your marketing needs. Trying to keep up with all of your marketing tasks can be challenging. Common tasks include emailing leads, posting content on a regular schedule, responding to questions, and more. Many of these tasks are time-consuming, which can make getting everything done in an efficient manner can be tricky. Because of this very reason, you should consider the value of marketing automation.

The Benefits of Using Marketing Automation

Marketing automation refers to a software solution that automatically completes certain tasks based on your instructions. One thing that’s important to understand is that the value of marketing automation goes beyond saving time. As such, the following are a few examples of why you should consider implementing marketing automation tools:

  • Improve productivity

The amount of time that automation can save will help increase productivity. For example, you can use automation tools to trigger emails based on a lead’s actions. Such actions can include downloading something from your site or filling out a form. Since your marketing team doesn’t have to do these tasks, they can use their time to address more important tasks.

  • Reduce human errors

Requiring individuals to perform repetitive tasks over and over again will increase the likelihood that they will make an error. Such errors are natural when the task is mundane and time-consuming.  Automating such tasks can help remove human error from the equation.

  • Improve scalability

If you’re using automation, then your ability to handle a larger workload won’t be affected. Without automation, your team would have trouble handling a bigger workload (which could require you to hire more personnel).

  • Nurture leads more successfully

Using automation, you can make sure that your customer profiles are kept up-to-date. Automation tools can also help you score leads, thereby improving your sales enablement. Finally, automation can help you personalize engagement more, resulting in more effective lead nurturing.

  • Measure success more effectively

Measuring success is important to ensuring that your marketing efforts result in a high ROI. Automation allows you to monitor important KPIs in real-time. As a result, you can make adjustments to your strategy whenever you need to.

Marketing Automation and Trigger Words

Marketing Automation Tools You Should Use

There are many types of marketing automation solutions that are available.  The best way to choose an automation tool is to identify what your automation needs are. With that in mind, the following are some of the most popular automation tools currently on the market:

  • HubSpot

HubSpot is a CRM platform that you can leverage for its content marketing automation tools. For example, HubSpot has a workflow tool that lets you create highly customizable conditional workflows. Using HubSpot, you can set up automated email drip campaigns, segment your contact lists, score leads, and more.

  • Marketo

Marketo uses a Lifecycle Modeler tool that lets you automatically source and organize your leads. If you integrate Marketo with your existing CRM, it will use all of your contact data to automatically move your leads through the sales funnel. Additional features include precision targeting with smart campaigns, streamlined lead nurturing, and email marketing automation capabilities.

  • Customer.io

Customer.io is an email automation solution that you can use to create targeted messages based on how your customers interact with your business. The tool also lets you set up trigger actions using a set of predefined rules. Additional features include conversion tracking, customer profiles, in-context conversations, and A/B testing.

  • Userfox

Owned by AdRoll, Userfox is a SaaS automation solution focusing on email automation. The tool lets users set up triggers based on certain events to automatically send emails to their leads. It’s worth noting that the tool is primarily for tech companies.

  • Pardot

Pardot is a B2B marketing automation solution that belongs to the Salesforce ecosystem. Some of its many automation features include progressive profiling, email marketing, lead assignment, lead scoring, and more.

  • Ontraport

Ontraport is an all-in-one marketing and sales automation platform. The solution provides in-depth insight through its Campaign Performance Mode. Additional automation features include email automation, list segmentation, SMS messaging automation, appointment scheduling, trigger campaigns, and more.

  • InfusionSoft

InfusionSoft is a small business automation tool offered by Keap. It allows you to automatically capture and tag new leads, score leads, assign tasks, invoice clients, set up recurring payments, and schedule appointments.

Implement Marketing Automation Tools to Improve Your Marketing Success

Marketing automation tools not only help to improve the productivity of your marketing efforts, but they can also significantly improve their effectiveness. The value of marketing automation simply cannot be overstated. Because of this, you should strongly consider adopting one or more automation tools if you haven’t done so already.

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Professional Services Marketing Automation 2

Marketing Automation Benefits During Covid-19

COVID-19 has been a difficult time for everyone, including small to mid-sized businesses. However, just because your business may have slowed down doesn’t mean that you should stop marketing. In fact, you could argue that now is the best time to reach out to clients and prospects alike. Although you may not be closing deals, you can still nurture leads and build your brand authority. Of course, you will have to adapt your existing strategy to the current situation. One of the most effective ways to do this is to take advantage of marketing automation tools, such as HubSpot.

Ways Marketing Automation Can Benefit Your Business

Marketing automation is a process of using various tools to automate certain tasks. These tasks are repetitive and not difficult to perform. There are many different types of automation tools available that allow you to automate various tasks. You can use automation for email marketing, analytics, chatbots, blog posting, and social media posting. The following are a few of the main reasons you should lean more heavily on marketing automation during COVID-19:

  • Maximize your budget

Because business might be a little slower than usual, maximizing your marketing budget is critical. Marketing automation can help you do just that. By automating your budget, you can allocate money towards marketing efforts that are performing well. As a result, you won’t be wasting money on marketing efforts that are performing poorly. Additionally, you’ll avoid missing out on areas of your campaign that are thriving.

  • Maintain engagement

Many leads are going to have more time on their hands than normal. This means that they may try to engage with your brand at a rate you’re not used to. To ensure a quick response to your leads, you can implement chatbots. Chatbots are a form of marketing automation that allows you to respond to basic questions your leads may have. Without chatbots, you may not have the ability to engage with all of your leads in a timely manner.

  • Save time

Automation allows you to automate repetitive tasks that take a lot of time to complete manually. For example, publishing content at specific times of the day during the week. You can use automation to schedule your content to be published automatically weeks ahead of time. Another example is email automation, which lets you send emails automatically based on trigger actions. The time your team saves on these tasks can be focused on more important marketing efforts.

Tips For Leveraging Marketing Automation Successfully

As you now realize, there are major benefits to using marketing automation, especially during COVID-19. However, the success of your marketing automation efforts depends on how you use the tools at your disposal. The following are a few tips to keep in mind that will help you use marketing automation effectively:

  • Don’t overuse email automation

There’s a temptation to use automation to ramp up your email messaging. While you do want to engage leads during the pandemic, you have to remember that everyone is doing the same thing. Don’t try to take advantage of the pandemic as a marketing trend. If you’re constantly sending emails to your audience, they may grow tired of you. Perform an audit to determine how often your audience actually wants to hear from you. And segment your email list so that when you do send automated emails, they’ll be relevant.

Email Metrics You Should Keep in Mind & What They Mean

  • Use automation to encourage online shopping

In-store visits are down for obvious reasons. Many stores aren’t allowed to be open. Not to mention that customers aren’t visiting stores nearly as often even if they are open. Because of this, consider creating automated campaigns that encourage offline shoppers to shop online. For example, you can target offline customers with a special online shopping reward program.

  • Take advantage of real-time data

Because of how new the pandemic environment is, new search trends are bound to emerge every day. Use data analysis and reporting to keep track of what customers are searching for and what pages they’re visiting. Use your data to adjust your marketing efforts whenever appropriate to make the most of your budget.

Implement Marketing Automation Solutions Today

COVID-19 has everyone on edge. The pandemic is causing significant business disruptions as well. While it may not be business as normal, you can still have an impact if you can adjust your marketing efforts accordingly. As a result of social distancing and state-wide lockdown, now is the time to engage with leads and to nurture them. You’ll find that your ability to do so will dramatically improve through the use of marketing automation. By successfully leveraging marketing automation tools like HubSpot, you can save time, maximize your marketing budget, and continue to build your brand reputation.

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inbound marketing strategy

Developing Inbound Marketing Strategies For Your Business

Everyone is familiar with traditional marketing. Traditional marketing includes TV commercials, radio ads, magazine ads, billboards, and more. While such marketing can still be very useful, it’s not always a cost-effective option for smaller businesses. It’s one of the reasons why most businesses have set up websites and social media pages (such as on Facebook). What you may not realize is that marketing your company online in such a way is known as “inbound marketing.” You should also know that a lot more goes into inbound marketing strategies than just setting up a website.

What Is Inbound Marketing?

People often think of inbound marketing as being the same as online marketing. However, while online marketing is often a form of inbound, they are not the same. Inbound marketing refers to any marketing strategy with a focus on attracting an audience. Most traditional marketing strategies, such as TV commercials, directly engage an audience. This type of marketing is known as “outbound marketing.”

How Is Inbound Different Than Outbound Marketing

Instead of directly engaging an audience, inbound marketing involves letting your audience come to you. To achieve this, you need to put yourself in a position to be found. For example, when someone does a Google search and finds your website on Google’s SERP (search engine results page) and they visit your site as a result. This is a form of inbound marketing.

The Benefits Of Inbound Marketing Strategies

First of all, inbound marketing is the most affordable option for companies with a smaller budget. What’s particularly beneficial about inbound marketing is that you can scale your efforts as you grow. It’s also a more effective way to build your brand authority, thereby helping to increase your reputation while building a larger audience.

Inbound Marketing Is A Long-Term Strategy

In addition to being cost-effective and easier to scale, inbound marketing is also a long-term strategy. You’ll rarely see significant results from your inbound marketing efforts the moment you implement them. But if you keep at it, you’re much more likely to achieve long-term success. This differs from outbound marketing, which tends to be more short-term in its results.

5 Essential Inbound Marketing Tips

Hopefully, your business has a website or a social media page. Most small businesses, including mom and pop shops, at least have a Facebook page. This is a good start; however, you’ll want to expand your inbound marketing efforts to increase your chances of success. The following are five essential inbound marketing strategies that you should adopt:

1. Create Attention-Grabbing Content

To attract people to your business, you need to have something of value to offer.  Because of this, you need to create content. Content is the reason people use the Internet, whether they are doing research, looking for help, or seeking entertainment. By creating website content, you put yourself in a position to be found. The content you create can continue to attract new leads over the long run. However, not just any content will do. You need to develop content that’s relevant to your business and that provides value to your target audience.

2. Promote Content On Social Media

Creating high-quality content is the first step. However, you need to promote it to attract as many potential customers as possible. Social channels are arguably the best way to promote new content since billions of people use social media. By posting content on social media, you will generate awareness of that content to your followers. Additionally, you will have a chance of attracting more leads if your followers share your content.

3. Set Up A Blog

The blog is one of the most effective ways to generate and organize content. By setting up a blog, you create a dedicated section on your site where you can publish new content. Your audience will know that they can continue to visit your blog to view new content in the future. As such, a blog also makes it easier to nurture your leads and maintain your audience.

4. Monitor Social Media And Website Analytics

You’re going to have a difficult time determining the success of your inbound marketing efforts if you can’t judge their performance. Fortunately, there are tons of website and social media analytics tools that you can use. By tracking various KPIs, you can identify what inbound efforts are performing well and which ones are doing poorly. This data can help guide your future marketing efforts.

 Six Steps to Better Use of Marketing Analytics & Dashboard 

5. Use SEO For Your Headlines

Search engine optimization makes it easier for Google to identify what your content is about and how engaging it is. It factors these things into ranking content. The better your content ranks, the more organic traffic you’re likely to receive through Google’s search engine. As such, make sure that you optimize your content’s headlines using strong, relevant keywords.

Develop an Inbound Marketing Strategy Today

As beneficial and cost-effective as inbound marketing can be, it’s important to understand that it’s not superior to outbound marketing. Inbound marketing is just a different type of marketing strategy than outbound. The best approach is to use both inbound and outbound marketing strategies that work with each other. Either way, you’ll want to make sure that you use the right inbound marketing strategies to get the most out of your inbound marketing efforts.

 

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