Every business eventually realizes that much of its marketing can be automated. Gone are the days of remembering to follow up with a lead, or websites that present the same offers to every visitor regardless of how they arrived on the page.

Marketing automation is a no-brainer for big businesses, who might have hundreds of thousands of customers to interact with on a daily basis. For small businesses, whether to invest in marketing automation software is a legitimate question, especially if you’ve never used it before.

For the most part, automating your marketing campaigns is typically a net-positive. It’s still important to understand what is true and what is not about the process so you know what to expect.

Here are eight myths about marketing automation and the truth behind them:

1. Automated marketing is just sending messages automatically

Automated marketing software sends messages to potential (and current) customers through email, web, social media, and text.

But the concept is about much more than sending messages automatically so you don’t forget to. It’s about maximizing efficiency, so you don’t need to write and send the same (or similar) messages to individual customers every day. It’s also about targeting and identifying what visitors to your site or store really need and giving it to them.

Finally, it allows you to study the data behind your actions and decide whether you need to tweak your workflows to better capture the interest and, ultimately, the dollar of potential customers.

2. Automated marketing is easier than manual processes

In many ways automated marketing is better, but does it make your life easier? Not always.

You can’t simply set and forget your automated marketing campaigns, assuming they will guide people from the top to the bottom of your funnel. You need to monitor what each campaign accomplishes, using the data you collect to target specific groups of customers to achieve better results.

Automated marketing removes the need to perform rote actions. Instead, your resources are redirected towards creating more creative and personable workflows and copy.

3. Automated marketing is just for email

As mentioned above, automated marketing is used across a number of channels, not just email.

While email is a great place to start, you can actually use it to open up more options for your marketing campaigns and opportunities for lead acquisition. Continue to collect information on your customers—phone numbers, for example—and find creative ways to market through them using your marketing platform.

Don’t limit your ambitions to just email marketing—have conversations with your customers everywhere they interact with your brand, especially your web site, through contextual sign-up forms.

4. Marketing automation is only for big businesses

No matter how small your business, it’s likely worth the investment to let automated processes take over some of your manual ones, allowing you to focus on higher-level activities.

More and more software providers are entering the market, which means even the smallest businesses will likely find a level of service that matches their budget. Build out your marketing workflows on a small scale and let your processes grow with your business, rather than to try to retrofit them to how you work once you start growing. You can even start with free trials on many platforms to see which offerings make the most sense for your business.

5. Automated marketing comes off as robotic and impersonal

Your marketing materials will only come off as robotic and impersonal as your copy makes it sound. You can personalize your materials to make them speak to your customers.

Another way that you can encourage more personalized content is by sending highly targeted and specific copy to as many customers as you can. Group people in narrow workflows so you ensure that each person receives impactful content related to what they’ve already responded to. This is, in essence, the point of marketing automation—so when you use the software correctly, your content and messaging should come across as anything but impersonal.

6. Automated marketing won’t replace traditional systems

Maybe you feel that your marketing tactics aren’t broken, so you don’t need to “fix” them with an investment.

If you want to compete with the major players in your industry, however, you’ll need to use some kind of automated marketing software: The marketing software industry is growing by 30% annually, and those who aren’t currently using it plan to do so within the next 12 months, according to statistics collected by Emailmonday.

Marketing tech is clearly the future of the space, if not the present, so getting on board isn’t up for debate—it will be necessary in order to stay competitive.

7. Automated marketing will only provide a boost to your marketing

Your investment in automated marketing will actually carry over into other aspects of your business.

For example, marketing automation can help you become more efficient when it comes to sales. According to MarketingSherpa, just 27% of the leads sent over to sales from marketing will be qualified. Marketing automation can help you not just find leads, but qualify them, score them, nurture them, and continue to manage them over the lifespan of their time in your funnel. That way, once sales gets ahold of them, they won’t waste time talking to leads that have no future with your business.

8. Once a sale is closed, the automated marketing process is over

The goal of lead generation marketing is to turn new audiences into customers. But automated marketing is about more than closing the first sale. You’ll create opportunities for upsells, cross-sells, and future engagement leading to repeat business.

You should feel empowered to create post-sale workflows that encourage people to stay connected to your business and look for upcoming sales, discounts, products, and more.

Marketing automation is creating a new era of marketing where the goal is less about the execution of the basics and more about thinking creatively. That doesn’t make marketing easier, but it does make it more exciting. Time to dismiss the myths and embrace the challenge.



Source link


I am sure most people have quit while waiting for a website page to load. Waiting is a hassle; we all expect fast-loading sites—anything less isn’t worth the wait in today’s time-poor world. If your website is like this, then you probably haven’t upgraded or even thought about your website for a little while now.

And that’s why website speed is an essential part of your site’s performance. Whether your goal is reducing customer care calls, getting more targeted leads or being the hub of your digital strategy, website optimization can make your site more effective in achieving those goals.

Most consumers state that load time is an important factor when it comes to searching for information online. According to Google, 53% of mobile phone visits are abandoned if the page takes more than three seconds to load. Moreover, the study suggested that fast websites generate higher revenue. Mobile sites which take a maximum of five seconds to load earn two times more ad revenue than those loading for 19 seconds.

Furthermore, Google asked users whether they would prefer 30 or 10 search results to be served up per page. When Google incorporated 30 results to a few search pages, the traffic dropped by 20%, and the page load time between the two result pages was only half a second. If half a second has such an impact on traffic, imagine the difference it would make if you reduce your site’s load time by three seconds.

Key aspects of website performance optimization

Hosting

There are several important web hosting factors to consider when choosing whether to stay with your existing provider or move to a new provider. It goes without saying that you must make sure the hosting service has a dedicated 24×7 customer service. Check out reviews of their service on third-party review sites as well. Make sure there are no common themes in complaints as that would suggest there is likely to be a similar issue for you.

When browsing, you are trying to access remotes files found in web servers and the faster the computer, the faster one accesses the requested pages. The same applies to web hosting: effective web hosts invest in web server architecture to make sure that every page on those web servers run at full speed. Additionally, look for more advanced hosting packages that come with enhanced memory and increased power. Enhanced resources boost the speed of your websites because requests are executed more quickly. Advancing from shared web hosting to better plans will also do the trick.

Studies have found that 47% of consumers expect a web page to load within two seconds or less, with 40% abandoning a website that takes more than three seconds to load. There are lots of valuable guides and tips about there to speed up your site whether you need to speed up a WordPress website or any of the other content management systems out there such as Umbraco, Drupal, and so on. Speed really is king, so do what you can to improve yours.

Size of images

Files and images are crucial tools for your site as they help increase conversions, elicit your audience’s emotion, and tell stories about your site. It would be hard to develop an effective website without using visual content. The primary roles of using images on your website should be to improve the user experience and also enhance your content marketing. If the images negatively impact your site’s performance, then you need to fix this ASAP as Google will also start punishing your site by ranking it lower.

Also, consider “page bloat.” As new technology and new methods come along for content marketing and lead generation, try to avoid cramming too much onto one page. Images, scripts, flash, HTML, stylesheets, forms, video and so on—one page could have all of these on them. Try to avoid this. Simple, clean, and easy to understand is the best approach.

Images can often be quite a problem for load speed. If images are not properly optimized, they tend to consume valuable page loading time and contribute to providing a poor experience for your website visitors. Optimizing images helps boost your website speed and performance—the larger the file size of the image, and the less optimized they are, the slower a site will load and the worse it will perform. It’s as simple as that.

When selecting a file type, consider the purpose of your image and what it consists. Choose the format which results in the smallest size while retaining the quality. Furthermore, ensure you choose the right dimensions. Identify where the images will be used on your website and make sure they are not larger than needed for that space. Your hosting provider will be able to advise on not just how best to optimize them.

Apps/Plug-ins

Plugins offer different features and functionality. Some plugins load assets on the front-end such as images, JavaScript files, and CSS stylesheets while others are used in making database calls on the back-end. Most plugins need HTTP requests to load assets, and each request impacts your website’s page load time.

When website plugins are installed and set up properly, their impact on website speed is minimal. However, a conflict between plugins can negatively impact your website speed the same way as failing to keep them updated. Moreover, if you are using too many plugins that are making a lot of requests to load assets and files, or your plugins are not up-to-date, then your site’s user experience and performance will be negatively affected.

Mobile-first

Mobile-first can be described as the as a way of designing a mobile version of your site before the desktop version. Responsive design is ok, but mobile-first is ideal.

Mobile-first has three key benefits:

  • It improves the user experience for your website
  • Performs incredibly for backward compatibility
  • Google loves mobile-first websites and favors them in search engine results pages.

This means that even before coding and designing your website, gear your focus towards a great mobile design to get a better, simpler and faster web experience across all screens and devices. Aside from most of us browsing and searching on mobiles more than desktops now, Google’s mobile-first indexing is changing the game—this means that Google is crawling and indexing the mobile version of a site instead of the desktop version.

Content Delivery Networks (CDNs)

CDN is a geographically located server which host copies of your website’s resources to deliver content based on the user’s location. CDN shortens the RTT (round trip time) of your content and brings it closer to the geographical location of your site visitor.

When online users request specific content from your website, the content delivery networks look for the most optimal edge note which can fulfill the requests. This means that automatically choosing servers that are closest to the requesting user, are least expensive, and have the highest capacity.

Conclusion

Aberdeen Group conducted a study which found that one-second delay in a page load time leads to 11% fewer page views, 7% loss in conversions, and a 16% decrease in customer satisfaction. The findings imply that page load times directly impact sales, search engine optimization, as well as overall customer experience.

The fact that many customers say that they will never return to a slow site means that you should keep them happy by using proper website performance tools and incorporating the aspects mentioned above. You’ll be surprised at the difference it makes to not just your overall website traffic, but all key website metrics.



Source link


Most marketers are equipped with copious amounts of data that help us understand our customers, create meaningful messaging that resonates with our audience and drives the business outcomes we need to achieve our goals. Marketers also have the ability to translate different trends across customers and prospects such as strong lead generation sources, common themes, objection trends and overall responses to different campaigns. But, many organizations operate in siloes, making it difficult to share these data points with the necessary people.

A solution? Establish a revenue optimization team to bring together the key internal players in your organization to improve alignment and ultimately, drive more revenue. 

Marketers and sales need to track the same goals

Thanks to the amount of valuable information accessible through our martech stacks, marketers can — and should — play a critical role in establishing a customer-centric revenue optimization team.

“Revenue optimization starts with the idea of putting the customer in the center of every interaction an enabling everyone to align around the customer to generate value in every interaction,” said Patrick Morrissey, chief marketing officer of customer revenue optimization platform, Altify. And according to Morrissey, marketers should play a critical role as part of the revenue team, and are best positioned to lead the charge. For many marketers, this requires a shift in thinking about our revenue contributions.

“From a marketing perspective, thinking about the fundamental outcomes, marketers have to start thinking of themselves as part of the revenue team,” said Morrissey. “This intersection presents an opportunity for marketers who are generally better communicators to become the translation mechanism for an entire team. Instead of tracking pipeline, marketers need to track revenue in closed/won business along with the sales team.”

The shift in mindset expands past the marketing team, however. According to Jenn DiMaria, senior manager of client services at marketing automation solution provider Digital Pi, the shift in mindset needs to be organizational. “Marketing is often viewed as a cost center, but in reality, other teams are lusting after the tools and data we have access to,” said DiMaria. “Aligning a revenue team creates opportunities for marketers to improve accessibility  to the data and help bridge gaps with other parts of the organization.” 

Marketers, get closer to the customer

Marketers tend to be far removed from any interactions with customers, but it is extremely valuable to engage face-to-face with customers. After all, marketers understand that relationship-building is key to retaining customers.  According to Morrissey, marketers need to put themselves in the shoes of the customer in order to understand their challenges.

“Marketers should focus on how we can get out of our own way and put ourselves in the shoes of the customers,” said Morrissey. “Going on the road to meet with salespeople and sit with customers will help marketers better understand the market, the broader changes in technology and fundamentally how to help customers succeed, personally and professionally.”

“Marketers need to have some real-world customer experience, explained Mary Ngai, founder of Connector42 and head of analytics and technology at RI. “Even if marketers are listening on sales calls, it can be incredibly insightful in grasping a better understanding of their needs.” Ngai also recommends that marketers attend customer site visits during ongoing projects or sales deals to increase visibility into accounts.

In addition to more face time with customers, Morrissey recommends that marketers lead internal account reviews and deal reviews with the sales and customer success teams. Regularly reviewing the accounts with members of different parts of the organization will expose different issues and areas that can be addressed by the necessary members of the revenue optimization team. Working with customer success can also bring to light what some of the daily challenges and successes the customer experiences — valuable insight for marketers as they developing retention campaigns to drive renewals. 

Leading the path to revenue optimization

Revenue optimization teams present an opportunity for marketers to leverage their communication, analytical and creative skills to improve holistic marketing efforts in coordination with other internal departments. 

“Marketers have proven that we can lead revenue optimization teams as we typically bear the brunt of the responsibility when it comes to acquiring new leads and we have to track our efforts,” said DiMaria. “Also, tools that have entered the market in the past ten years have made this possible.”

The concept of implementing a fundamental shift in thinking may seem overwhelming, but the long-term benefit is streamlined efforts across your organization and consistent communication around prospect and customer activities.

“If you think about the customer journey, we’re all trying to get a numeric view of the customer — BDRs are measured by the total number of call they make and are concerned with propensity-to-buy data,” said Morrissey. “Marketers are providing that data, creating segments and determining what funnel to put a prospect in. Then we talk about deal size or ACV, then finally we’re just an NPS score. Marketers are the ones who can best translate this into plain English, for everyone to understand.”


About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.



Source link


When it comes to marketing and sales, the more precise and specific you can get with every customer, the better. Customers want to feel important and recognized by brands, and it is exactly why strategies like personalization are so effective.

Account-based marketing (ABM) is when you target prospects by identifying a point of contact or persona within an organization which you believe you’ll be able to serve the best, build a lasting relationship with them, and then offer an increasingly wide range of services to the account. As you observe how your customers move from phase to phase in the buyer’s journey, you have the opportunity to create more personalized messaging, and also collect better data for improving their experience and increasing customer lifetime value in future.

All in all, ABM shortens the sales cycle and improves your lead conversion ratio. Research from the Altera Group found that 97% of businesses that use an ABM approach saw higher ROIs than with any other marketing strategy.

The problem that arises here is proving just how much ABM is helping. Measuring and reporting ROI has consistently been a top challenge for marketing teams. Account-based marketing processes are also typically quite effort-intensive to establish and execute, given that it is hyper-personalized and requires a lot of data for segmentation.

So, how can your team ensure that you are getting a precise report on the actual return on your business’s investment for account-based strategies?

Clarify your goals and objectives

The only way to know if any strategy was a success is to first set a goal for it to meet. When it comes to ABM, you need to set realistic goals and objectives that are based on your current results and your team’s abilities.

Start off by taking a look at your current scores from whatever marketing strategies you are using—account-based or otherwise—to identify the metrics that could use improvement. You will also want to know the exact numbers for comparison so you can tell whether or not ABM is proving to be more valuable than strategies that have been used in the past.

Digital Marketing Dashboard Example

An ABM MarTech stack should include tools like a content management system, an analytical reporting program, an email automation tool, and a CRM platform. Each of these tools plays an important role in executing ABM campaigns as well as track progress along the way.

If you have already been using an ABM approach for your marketing for some time, it may be helpful to use a solution that has capabilities for account profiling, account validation, account scoring, and tuning your model. Look for a solution with AI capabilities to build account lists (by analyzing millions of data points) for you and ranks them based on predictive scoring.

Assign fixed costs to each campaign

Once your objectives have been set, you need to set budgeting parameters on your strategies. Again, it is important to be realistic here and find a balance between what you want to do and what is actually possible. Don’t expect million-dollar results on a hundred-dollar budget here.

The next step to assign a fixed cost to every piece of content that will make up part of your strategy. This includes billable hours for content creation (for example, hours it costs your content team to write a blog piece or create an email), as well as the cost of publication (paid advertising costs, PPC, and monthly costs of platforms used).

You need to be clear about the exact cost of each piece of content or marketing campaign so that you are able to determine accurate ROI.

Identify metrics that matter

Most businesses tend to focus on revenue-based metrics like growing conversions or lead generation. These are certainly important objectives, but you should also explore account-specific opportunities like impressions, engagement levels, and brand sentiment. These may be a little bit trickier to measure, but they are important objectives that business should focus on, too.

As you set these objectives, consider how they play into your ROI. Obviously, a conversion is a direct return, but just because you don’t see an immediate monetary reward from a marketing campaign does not make it a total failure. On average, customers need to interact with your brand 7 to 13 times before they can be qualified as leads. Therefore, boosting brand recognition and reaching more audiences can help your bottom line later on down the road.

As you can see, the key metrics to track can generally be broken down into two groups: influence on conversions and actual conversions. Be sure that you keep each separate so that you know the exact return in terms of money at the moment as well as the impact it has on potential sales.

So, which metrics matter the most in terms of ROI? Does the reach or views really matter, or do you just want to know the financial impact in terms of leads generated and conversions?

Track closely and adjust along the way

It is obviously tricky to measure the potential impact that your strategies will have. One way to estimate it best is by tracking your content’s engagement, coverage, and focus. For example, you can easily measure the number of accounts who have downloaded your ebooks or followed your social accounts.

Over time, you can create data-sets based on consumer behavior to see the likelihood of conversions that occur when customers follow these behaviors to help you get a better understanding of the long-term influence that your ABM strategies have.

Once all of your goals are defined and metrics recorded, it is best to utilize software to determine the ROI and monitor it in real-time. It is very important that whatever system you use is able to tag and track each and every piece of content or element you create and connect it to a customer account for an accurate ROI reading.

Be sure to pay close attention to these numbers and look for patterns and falling-off points. If certain content pieces are failing to bring in the numbers, adjust and test the results until you find the strategies that work best.

Ace your ABM

As with any marketing strategy, account-based marketing will require a rinse and repeat approach until your marketing team finds the ideal mix that works best for your target prospects. The ultimate goal is to reach and convert the largest number of accounts using the least resources possible. For this, you need to

  • Amass and analyze data that will help you zero in on and convert the best-fit accounts that you can work with.
  • Know exactly how you will work out the ROI of your ABM initiatives.
  • Define KPIs that are comparable with your previous or alternative marketing strategies.
  • Constantly track metrics and refine your attribution model as you grow.

How do your ABM-related metrics differ from your traditional ones? How long does it take for you to identify accounts and convert them? What’s the quantifiable impact on your bottom line? We’d love to hear your experiences in the comments.



Source link


Marketing metrics aren’t one-size-fits-all.

For proof, look at how marketers track the effectiveness and ROI in traditional campaigns versus experiential efforts. Customers encounter a traditional campaign and react to it afterward, either through a purchase or detailed feedback.

Meanwhile, experiential campaigns collect real-time feedback by observing audience reactions to design, content layout, flow, and other variables. Plus, the experiential staff is on the floor with audience members to guide them through the display—a personal touch that can amplify a client’s experience with the campaign.

Simply put, experiential campaigns are entirely different beasts than traditional marketing efforts. To gauge the true value of experiential campaigns, you need to judge them based on altogether different merits and metrics than their traditional counterparts.

Tale of the tape

Immediacy isn’t the only thing that sets experiential marketing metrics apart from traditional marketing. The real-time feedback experiential pulls from its audience fits into three distinct areas:

Awareness: Experiential producers can track surface-level metrics like the number of attendees per event—or dive even deeper. They can also look at attendee numbers per entrance or exit, which can help determine awareness for each sponsor based on its investment level.

Engagement: Specific activations can help measure engagement. It’s best if displays have at least one activation, though it’s better to have more if the budget allows and they’re well-coordinated.

For example, activations that require personally identifiable information (PII) can minimize inconvenience by using a single sign-in method like a card reader. Activations could range from a simple business reply card to a treasure hunt that incentivizes participants to visit several locations to receive a bigger prize.

Lead generation: This tends to be the most direct measure of ROI for clients, translating intent into purchase or desire to do business. The collection of intent and PII makes associated leads actionable, so you’ll want to pass them along to your sales team immediately to address while those leads are still “hot.” Those leads expect immediate contact, and you don’t want them to go cold.

Distinguishing between these three buckets can help experiential marketers cut to the hearts of their campaigns. They can assess their effectiveness on multiple fronts and then combine those findings into a unified and effective experiential marketing approach.

Bring experiential metrics into focus

The unique nature of experiential marketing should be illustrated in how you quantify its success.

Here are three ways to measure a campaign’s traction:

1. Compare apples to apples

Track progress by comparing the metrics for the same event over several years. Take findings from how the numbers increased or decreased to determine what’s working or what isn’t in terms of display, layout, flow, and activation. Technology can measure traffic flow patterns and dwell times, which can be useful in determining good flow and improving things for your next event.

For example, the U.S. Women’s Open golf championship happens between June and August each year in a different location. This variance—in time and location—significantly affects attendance each year, which makes it difficult to interpret any meaningful results.

Conversely, Pebble Beach Food & Wine occurs in the same place at the same time of year annually. With these variances minimized, organizers can compare display variables like the theme, layout, and content over time with good accuracy and proper context.

2. Look at awareness and engagement numbers

How awareness and engagement numbers move in relation to each other will indicate how well different elements such as sponsorship, displays, and activations work together. Event registration will always be the leading KPI for how well you’re performing, but there are more specific metrics you can apply.

Experiential teams can track an event’s social reach and engagement, monitor its online media mentions, and calculate how many website visits an event fostered. To measure how much visitors enjoyed an event, use a mixture of old and new models to collect results. Manually ask for feedback at the event, tracking the number and types of questions that attendees asked during a session. You can also analyze digital awareness by tallying how many people downloaded your event’s app and how many times people used your event’s hashtag on social media.

Standing these metrics next to one another shows how awareness and engagement work in conjunction. Understand what these metrics mean, and use them to build steps that can optimize your next experiential campaign.

3. Know your variables

Be mindful of the number of variables you introduce into each event. Each variance will make it that much more difficult to measure the effectiveness of various components.

The Super Bowl, for example, takes place at the same time every year. But because the venue, fanbases, weather, and other variables change annually, it can be difficult to assess how engaging it is from year to year. Put each variable metric in context, and analyze how each element contributes to the presentation as a whole before you use metrics to draw conclusions about an experiential event’s success.

Attempting to apply traditional marketing metrics to experiential campaigns will only make your life harder. You can’t improve your events if you don’t know what’s working and what isn’t. Take a hard look at your variables to understand your event on a granular scale, and then work backward to figure out the best way to track your event’s success.



Source link


Account-based marketing (ABM) is not a new strategy, and you’ve most likely heard of it before. But in recent years, ABM has seen a huge rise in popularity. Account-based marketing spend is expected to increase by 41% in 2019, according to the 2019 Account Based Benchmark Report by Topo.

New technologies have enabled marketers to gain fresh, unique insights into their audiences, and these insights have helped them create highly targeted campaigns that have a greater chance of engagement. But this rise has left customers expecting more from brands, too.

The more customers have excellent experiences in their interactions with B2C organizations, the more they expect the same standard when working with B2B companies. This means ABM is no longer a competitive differentiator for customer engagement—it’s now essential for meeting customer expectations.

So, what exactly is ABM? And how can it enhance your overall customer experience strategy?

ABM is the necessary foundation for all customer engagement

Account-based marketing (ABM) is a strategy, not a technology. It’s a customer experience-centric approach that requires revenue teams like sales and marketing to collaborate on best-fit account opportunities and engage specific buying groups inside those accounts with relevant experiences to generate more revenue faster and easier than before.

Unlike traditional inbound marketing models, where marketers try to engage with the largest number of potential buyers, ABM puts an account filter on existing marketing automation efforts, forcing marketers to shift their mindset to also focus on a targeted set of accounts in lock-step with sales. The key word in that statement is “also.”

ABM is not meant to replace traditional lead generation efforts, but rather to enhance them by augmenting lead-based tactics and marketing automation programs to treat people that are tied to target accounts differently than other leads that are not part of a target account.  

Using strategic and coordinated campaigns personalized to these accounts, ABM allows marketers to engage contacts with account-based experiences in a unified motion with sales throughout the entire customer lifecycle—from acquisition and nurture to upsell and cross-sell.

And there are significant benefits to using ABM, including:

  • Greater marketing ROI
  • More personalized campaigns
  • Increased marketing revenue
  • Increased pipeline and deal velocity
  • More efficient sales and marketing alignment

Maximize your revenue potential by unifying your ABM approach with your existing lead-based omnichannel marketing strategy

In order to truly maximize the full potential of ABM, it needs to be unified with your omnichannel marketing strategy.

Using disconnected ABM point solutions for individual campaigns in separate channels can lead to disjointed customer experiences, duplicative data sources, and misaligned sales and marketing teams. It’s also a highly inefficient and time-consuming process to measure the combined results and ROI from separated tools and channels that don’t talk to each other.

But with an ABM solution that natively supports, marketing automation, ABM and lead-based efforts across all marketing channels—whether it’s web, email, paid media, mobile, social—sales and marketing can take a true unified and scalable customer-first approach to coordinating account-based experiences.

This approach enables two-way visibility between sales and marketing activities as engagement is happening, ensuring the content you and sales provide is relevant based on the latest state of the customer’s relationship. This also ensures that every engagement opportunity builds off the last engagement opportunity.

In addition to providing a more seamless customer experience, a unified approach makes it easier to measure combined efforts from sales and marketing activities, improving your ability to prove ROI through accurate attribution reporting.

AI-powered ABM

Use AI to make your unified ABM strategy more accurate and efficient. AI will provide additional account insights, ensuring a data-driven strategy that boosts ABM performance even further because you can make better decisions with more accurate data on your buyers.

When you integrate AI and machine learning into your marketing strategy, you can quickly generate greater insights, such as into which accounts are likely to engage and convert the soonest, which accounts should be considered target accounts based on fit and intent data, and what content will resonate the best with specific personas and buying groups AI for ABM also helps bring your sales and marketing teams closer together because the AI-based insights help validate which accounts they should focus together on first.

Using a shared account strategy, the two teams can use large volumes of data to define ideal account profiles and then select the accounts in your database that match these profiles based on 3rd party fit and intent data, and your first party marketing engagement data.

By doing this, you’ll waste less time, effort and resources on accounts that are unlikely to engage with your content, and your sales team will avoid missing out on accounts that have the highest propensity to buy.

AI can also improve your customers’ experience. With the insights gained from defining ideal profiles, such as fit and intent data, marketers have a clearer view of what content is relevant to certain accounts. And by leveraging highly targeted content with a touch of personalization, leads will feel more like unique customers, which could accelerate their purchasing decisions, especially when followed up by a salesperson that knows all the marketing activity that has already been experienced.

The result? Maximizing every opportunity with customers and greater revenue potential.

Effortless ABM, huge results

Many businesses see ABM as a major challenge. But in reality, with the unified solution platform, it can be easier to execute.

When organizations move away from the confusing mess of disconnected ABM point solutions that create disjointed customer experiences, they can see huge results. In fact, 86% of marketers report that their ABM win rate is better than only relying on traditional go-to-market strategies, according to the 2019 Account Based Benchmark Report by Topo.

With an ABM solution that enables sales and marketing to automate and coordinate relevant account-based experiences across all your customer engagement channels—and at every stage of the customer lifecycle—you can take a truly customer-first strategy to ABM.

And with the power and efficiency of AI integrated with your platform, you can kickstart your ABM strategy faster and more accurately than ever before by targeting the right accounts with the right content based on the right data.



Source link


Digital marketing and content writing in particular is a challenging task. To create an engaging, customer-centered piece of content, you need to research, collect evidence, come up with an original idea, write about it, edit the text, proofread it, and do many other small things to ensure the highest quality.

New approaches and strategies in digital marketing emerge regularly, but one thing is clear: content marketing is here to stay. Since ranking high on Google with quality content is much more affordable for businesses, writing articles remains an effective channel for lead generation and improving SEO.

That’s why most B2C businesses, for example, are committed to content marketing, according to a recent report by the Content Marketing Institute.


Credit: Content Marketing Institute

While widespread adoption of content marketing means fierce competition, it also gave the rise of numerous online tools for achieving digital marketing goals. If you’re looking for some options to assist you with the tasks involved in the creation of marketing copies and automate some of them, then feel free to check out the list below.

1. Blog Post Idea Generator from FX Tools

Writer’s block is a widespread problem among content writers. One of the main reasons for experiencing a creative slowdown is an intense workload, which is something that many content producers know very well. For them, this problem could lead to a plethora of unwanted consequences, including missed deadlines.

Blog Post Idea Generator was designed specifically for those who need to come up with creative blog topics very quickly. All you have to do is provide some keywords and hit “Give me an idea” button.

For example, here are the topics generated by the tool for “Content Marketing:”

  • What Sean Connery would say about Content Marketing
  • 16 Of The Best Content Marketing Bloggers
  • Do You Make These 5 Common Content Marketing Mistakes?
  • The World’s Worst Content Marketing Advice.

Not bad. While some of them may sound pretty generic, they can inspire you to come with your own, more engaging topics. Feel free to hit that “Give me an idea” button as many times as you want: the tool is completely free and there are no limits on topic generation.

2. BuzzSumo

It’s a known fact that posts about breaking news get a lot of views and engagements because they offer a popular topic that many are talking about. If you would like to know some of the most debated topics online and see what’s working for your competitors, you can. With Buzzsumo, you can search for the articles that have the highest number of social media engagements based on your keywords.

For example, you can look for a set of specific keywords that you use for the content strategy and see what’s attracting the attention of online readers. By doing so, you’re also performing content research, which could be helpful to identify the most relevant keywords used by your target audience the most.

So, you can get inspired to come up with your own, unique perspective on the best-performing online topics as well as to conduct keyword research to help with SEO.

3. CoSchedule’s Headline Analyzer

Since a headline is the main tool for attracting the attention of online readers and convincing them to click on it, you have to do everything to make sure that your headlines are both engaging and optimized. While the previous two tools can help you with creativity, this one is definitely useful for optimization.

CoSchedule’s Headline Analyzer was specifically designed to help content creators to evaluate the effectiveness of headlines based on research. Type your headline and you’ll get a personalized report providing improvement suggestions.

For example, let’s analyze one of the headlines created by Blog Post Idea Generator: “• Do You Make These 5 Common Content Marketing Mistakes?

The analyzer gave it a decent score of 71 points out of 100 and explained a lot of other useful things that a content writer can use to improve their headlines. For example, every section of the report generated by the tool – headline type, length analysis, keyword analysis – comes with explanations and tips on improvement.

Aim for a higher score but also keep in mind the best practices and tips provided by the tool. Also, I advise you to test several versions of a headline, evaluate the reports for each, and then pick a winner.

4. Emotional Headline Analyzer

As a digital marketer, you know it pretty well that emotional marketing is something that can increase content engagement. For example, research of 1 million headlines found that emotional headlines (those with a high Emotional Marketing Value (EMV) score) get more shares on social media, therefore, have a better chance to improve the performance of your content marketing.

Another research also found that emotional content can give your work some advantage; for example, here’s the list with the most popular phrases used in popular articles.

Credit: Buzzsumo

As you can see, many of the phrases – including “met your heart,” “make you cry,” “are freaking out,” and “tears of joy” – are based on emotions, mostly positive ones. Fortunately, you can calculate EMV of your content with Emotional Marketing Value Headline Analyzer, a tool developed by Advanced Marketing Institute.

In addition to defining the EMV of your headlines, the Analyzer also shows provides characteristics of the emotion that you used.

Try headlines that include some of the most popular emotion-based phrases and see what happens, and soon you’ll be in a much better position to create headlines with the strongest potential to appeal to your audience on an emotional level. If you need professional help with using emotionally powerful words in content, consulting with experts like WowGrade.net is recommended.

5. Hemingway Editor

The tone of writing is without a doubt one of the most important characteristics of a marketing copy. To ensure that your articles are customer-focused, you have to write in a specific tone your target audience considers appropriate.

For example, if you’re running a blog whose target audience is Millennials, you want to write in a conversational, natural language that you use to communicate with your friends. This is the language they “understand the best,” therefore, they will be much more willing to consume content written according to their preferences.

On top of that, it’s also worth to remember that unnecessarily long and complex sentences are also a good way to make your texts difficult to read. You need to check your text for these mistakes and ensure that it’s easy to read by most audiences.

That’s where Hemingway Editor comes in. The developers of the tool are on the mission to help content producers make their writing “bold and clear.”

To achieve this goal, they provided the app with a powerful style checker. For example, it identifies such popular issues as complex sentences, passive voice overuse, unnecessarily complex words, and other things that reduce readability. This makes Hemingway a great companion for delivering content in a simple form, which is exactly what Google needs to understand the text and display it in the search results.

Quality, Audience-Centered Content Always Wins

As a digital marketer, you know that content competition is getting more and more complicated every day. However, one thing still holds true: if you create content that both Google and your target readers love, you won’t have to spend a lot of money on promotion. Hopefully, these tools will help you to achieve this goal and save a lot of time during the process.


AUTHOR BIO
Emma Robertson is a content marketing writer who is on the mission to help B2B companies to improve the quality of their blog content. Her real passion these days is writing a book on B2B content marketing use cases that businesses can learn from to create amazing copies. In addition to writing, Emma also works as an editor and coach at Studicus.com.



Source link


In our previous posts about demand generation, we explored some of the ways to drive an effective demand gen campaign. For our final blog in this series, let’s talk about KPIs—because the cold, hard truth is without metrics, no other aspects of your campaign matter.

Let us know when this scenario starts to sound uncomfortably familiar:

You tell your boss you think spending money in a new marketing channel will produce a strong return. She gives you the go-ahead, so you launch the campaign. But after it’s up and running, your boss asks, “So, what did that marketing program get us?”

How do you answer? Do you have the numbers to back up the investment, or are you left tongue-tied?

Sure, you can probably throw out some figures on impressions, clicks, and inquiries—but what about opportunities? Pipeline value? Revenue?

If you don’t have a solid understanding of how your campaign leads to real business impact, you don’t have anything at all. On top of that, you can’t make an educated decision about whether to continue investing in that channel or increasing the budget.

Marketing is rapidly transforming—from a cost center that supports sales and organizes activities to a revenue generator that sources and contributes to revenue. And what’s at the heart of this evolution? Digital marketing key performance indicators (KPIs).

Prioritizing the right digital marketing KPIs

Tracking KPIs for demand generation isn’t about obsessing over every piece of available data. Instead, marketers need to learn how to prioritize different KPIs—and critically, how to interpret the meaning behind them.

So, what should you track? Here are the metrics for marketing that likely matter most to your organization:

1. Status measures

How are we doing against our plan, and how is the performance of our current marketing programs? These metrics include marketing qualified leads (MQLs), clicks, impressions, opens, and downloads.

2. Impact measures

What has marketing sourced, and how is marketing influencing and accelerating pipeline? Look at things like sales qualified or accepted leads, opportunities, pipeline value, and revenue.

3. Predictability measures

How can marketing make growth more predictable? Predictability metrics include cost figures (cost per lead, cost per 1,000 impressions), and lead lifecycle time frame (i.e., how long does it take for someone to go from lead to qualified lead to pipeline?)

4. ROI measures

Which programs and channels perform best? ROI measures are derived by comparing your cost metrics to your performance and impact measures. Essentially, this means comparing your results from a given channel to what you paid to generate them.

By tracking the appropriate marketing metrics and connecting them to business measures, you’ll be able to report on both how your programs are performing and how they are impacting the business at large (which is what the C-suite really wants to know about).

Tips for strategic marketing measurement

Good marketing programs are measurable from the beginning—which means you need to have the right processes and technology in place to quantify them.

When you’re considering what data to track, ask yourself this: Will this measurement help me make my marketing program stronger and align it with company objectives?

Here’s how you can get your program off to a solid start:

1. Begin collecting data early

Pinpoint the attributes that will be important for your marketing programs (as outlined above) and start tracking them immediately.

Many companies make the mistake of waiting too long to start this process—and they regret it later. Start building your history as early as possible. It can take six months to a year or more to get an accurate picture of marketing performance.

2. Think (and look) ahead

Focus on data that helps you look forward and data you can act on in the future. Don’t get bogged down looking over your shoulder.

To deliver the best ROI, figure out what decisions need to be made up front to drive company profits, then use measurements to capture information that will facilitate those decisions.

3. Focus on effectiveness, not efficiency

Notice the difference between effectiveness metrics (doing the right things) and efficiency metrics (doing things well—but not necessarily the things that matter). Example: Having a packed event doesn’t do much good if the attendees aren’t the right fit.

Effectiveness shows how marketing delivers quantifiable value and helps position it as essential to the success of your organization.

4. Don’t get caught up in vanity metrics

It’s tempting to focus only on “feel-good” metrics, like social followers and impressions. But those numbers only tell a surface-level story.

The real power of digital marketing KPIs can only be harnessed when marketers measure things that actually matter to your organization: business outcomes, marketing performance, and profitability.

5. Use the right attribution models

Marketing attribution offers insight into the various touchpoints of your customers’ journeys from brand discovery to conversion, and each model gives credit for conversions in a different way.

The best models for B2B are multi-touch because they acknowledge that there isn’t one defining touchpoint that closes a sale. Unweighted multi-touch attribution measures nurturing touches as well as lead generation, and weighted multi-touch attribution models look at the performance of efforts no matter where they occur in the buyer journey. Both models work well in revenue cycles with many touches.

Marketing metrics help you claim a seat at the revenue table

Here’s the reality of running a successful demand generation campaign: tracking, analyzing, and reporting on all this data isn’t always easy. So, you’re going to have to roll up your sleeves, put on a hard hat, and commit.

Trust us, though, when we tell you that it’s worth it. Proving that your campaigns are succeeding means that marketing gets to outgrow the kids’ table and snag that coveted seat at the revenue table with the adults (like the CEO and CFO), where it will finally command the respect it deserves.

After all, you already know marketing is the engine that drives so much of your organization’s growth. With the numbers to back that up, everyone else will know, too—and they’ll invest in your team’s success.

Michael Brenner Marketing Nation Road Show



Source link


There’s a reason account-based marketing is exploding in popularity within the B2B world, and it isn’t because it’s the newest shiny-object bandwagon to jump on. It’s because ABM is the solution to making B2B marketing more effective than ever before.

We spoke with seven B2B marketing leaders who are seeing firsthand just how effective ABM can be. If you’ve been searching for advice and inspiration to supercharge your ABM initiative, read on. Here’s what the experts told us.

1. Lisa Ames, vice-president of marketing at Lucidworks

“B2B marketers inherently have a sense that there are some accounts that are a better fit for your business than others. So, the starting point for ABM is shifting your thinking to focus marketing efforts on going after those potential customers, not anyone and everyone in your addressable market.”


Lisa offered some encouraging words for B2B marketers ready to explore ABM as a new strategy: If you strip away the sense that ABM is uncharted marketing territory and focus on what you already know about your business priorities, you’ll be off to a good start.

2. Kathy Macchi, vice-president of consulting services as Inverta

“The term ‘ABM’ can mean so many different things today—from marketing to 5,000 accounts to just a handful. You need to develop a charter to define the purpose and the vision for ABM at your organization.”

Kathy explained the importance of developing a charter for your ABM initiative, essentially mapping out the who, what, why, and how of your approach. Kathy advised that marketers not create their ABM charter in a vacuum: To make this strategy snapshot meaningful, she said, you need to bring an ABM leadership team together—with Marketing, Sales, and Operations—to build the charter collaboratively.

3. Dave Rigotti, Marketo’s head of enterprise demand generation and ABM

“Alignment is required if you want to deliver any kind of meaningful return in an ABM program. The No. 1 question to answer is, ‘Are our marketing team’s goals aligned with our sales team’s goals?'”


Dave stressed the importance of building true alignment between Marketing and Sales, saying that the crux of creating real alignment is having shared goals and being incentivized to collaborate on achieving them. As Dave put it, “If Marketing has one set of goals related to lead generation and Sales has another set of goals related to revenue, real alignment is impossible.”

4. Joe Chernov, vice-president of marketing at Pendo

“As B2B marketers, we’ve been indoctrinated to think it’s all about leads. But, for ABM, the focus is accounts, not leads. So, we need to replace the marketing-qualified lead with the marketing-qualified account as the metric for success.”

When we connected with Joe, the focus was on pinpointing the right success metric for ABM. Spoiler alert: it isn’t the MQL. B2B marketers have been trained to think “more, more, more” when generating leads, but sales teams often find these so-called MQLs to be too high-volume and too low-quality. Investing in ABM gives marketers an opportunity to connect with Sales to define a new success metric that makes sense across the board.

5. Brian Kardon, CMO at Fuze

“Before we went all-in with ABM, our spend was roughly 55% people and 45% programmatic. With ABM, that has shifted to be closer to 45% people and 55% programmatic. We are investing in more high-touch selling…. We spend money to give our target accounts something special.”

Brian walked us through his approach to budgeting for ABM success. With a deep understanding of Fuze’s target accounts and a high potential total contract value with each account, Brian and his team are willing to “spend a lot” on engaging target accounts to create opportunities and strengthen relationships. When you narrow your list from everyone in the addressable market to the top accounts that matter most to your business, your marketing dollars can go further with each target account.

6. Lauren Vaccarello, most recently vice-president of marketing at Box

“When you’re building an ABM strategy, before you decide on where to invest time and budget from a program standpoint, sit down…and ask, ‘What do we want to do?’…The decision you make here should guide how you think about programs and tactics.”

Lauren detailed how she and her team had built programs and tactics to advance their ABM mission. Lauren talked us through four areas within her ABM approach:

  1. Intelligence: How can ABM play a role in building account intelligence?
  2. Awareness: How can ABM create a tailored digital ecosystem around target accounts?
  3. Events: How can ABM create moments of in-person serendipity with key accounts?
  4. Sales enablement: How can marketers support sales to capitalize on ABM-driven opportunities?

7. Ken Evans, senior director of marketing operations at Fuze

“If you have the luxury of building your ABM strategy and tech stack from scratch, the key question to ask is, ‘How are we going to run this engine, and how do we make sure it keeps running so that we can achieve our goals?'”

Ken emphasized the fundamentals of building a strong ABM strategy and making martech decisions to match. The technologies Fuze uses to fuel its ABM approach fulfill specific purposes, from identifying purchase intent among potential buyers, to keeping the sales enablement engine running, to breaking through the clutter by creating personalized pivotable moments with target accounts.

* * *

Take it from the experts: ABM can be a powerful way to align Marketing and Sales, spur the development of a metric that serves us better than the MQL, and engage and impress target accounts in more meaningful ways.

Got your own I’ve-been-there ABM advice? We’d love to hear it. And be sure to check out our #ABMxAlyce blog series for a deeper dive with each of these ABM experts.

Disclosure: Fuze is a customer of Alyce.





Source link


So, you’re ready to build your social media empire?

You’ve come to the right place.

From the title of this article, you know you’ve stumbled upon 19 golden eggs of social media marketing tools. What you may not realize is these eggs were found, tried, and tested by Roland Frasier. He’s the CEO of the War Room Mastermind. That means that he’s the head honcho of helping million-dollar marketers… become better marketers.

He’s one of the most popular speakers at the annual Traffic & Conversion Summit and after each presentation the audience usually just
stares wide-eyed, unsure of what to do with all the new information.

This article will help you automate, optimize, and analyze your campaigns on Facebook, Instagram, Twitter, LinkedIn, and Snapchat using a top-dog’s social marketing tools.

Here are the 19 social media marketing tools you shouldn’t live without.

Linked Helper

Paid: $

Linked Helper Social Media Marketing tool

Linked Helper is a LinkedIn marketing tool. Their goal is to make your LinkedIn marketing strategy as automated as possible. Linked Helper costs $15/month maximum and has automation options for connections, messaging, and endorsements. They also have an email list builder and a list manager, so you can build a marketing funnel.

Linked Helper:

  • Sends personalized messages
  • Auto-responds to messages
  • Automatically exports visitors’ profiles to a CSV file
  • Endorses your contacts automatically to better your chances of being endorsed in return
  • Automates following and unfollowing

Agorapulse

Paid: $$$

Agorapulse Social Media Marketing tool

This is a social media management tool for Facebook, Twitter, Instagram, LinkedIn, and YouTube. With Agorapulse, you can run all of your social media accounts and your social media team from one platform. You can create a content calendar that publishes to every social account, learn about your audience, stop trolls from leaving negative comments, export your social media stats, and communicate with your social media management team.

Agorapulse:

  • Let’s you reply to all of your social media messages in one place
  • Finds relevant social conversations that your audience would be interested in
  • Measures your follower growth, engagement, and conversions
  • Posts content based on your schedule
  • Helps communicate with your team and manage each member’s task access

Hypegrowth

https://hypegrowth.com

Paid: $$

Hypegrowth Social Media Marketing tool

Hypegrowth was created for businesses and social media marketers who are growing an Instagram or Twitter account. They’re a follower growth service that gives their customers real and engaged followers. There are 2 plans, an Instagram growth plan and a Twitter growth plan. They also have Instagram analytics and a Twitter unfollow tool.

Hypegrowth grows your following by interacting with other accounts. None of the followers are fake or forced to follow you—they’re organic followers. They say that you’ll see results within 2–3 days of starting the service.

Dux-Soup

Paid: $

Dux-Soup Social Media Marketing tool

Dux-Soup is another LinkedIn marketing tool that finds, attracts, and engages with prospects for you. Their motto is that you should be building relationships with your prospects, not chasing them. To do this, you’ll create a relationship on LinkedIn with them via Dux-Soup’s features.

Dux-Soup can:

  • Message prospects at scale
  • Send follow-up messages to 1st, 2nd, and 3rd connections
  • Organize your prospects to see who is the most likely to convert to a customer
  • Create micro-targeted sales campaigns from uploaded profiles

Socialmonials

Paid: $$

Socialmonials Social Media Marketing tool

Socialmonials makes social media campaigns for businesses. Their automated campaign builder self optimizes to increase your ROI. They’ll give you a pixel code to place on your website so you can track your ecommerce revenue and leads, as well as automatically put anyone who enters or shares your campaign into a CRM so you can retarget them later.

Socialmonials lets you:

  • Create a content calendar, preview posts, and add pictures and links
  • Integrate user-generated content into your social media schedule
  • Launch social campaigns to social media and your website
  • Make a personalized share button
  • Track data and compare analytics

PowerAdSpy

Paid: $$

PowerAdSpy Social Media Marketing tool

PowerAdSpy spies on your competitors Facebook ads and tells you what’s working and what isn’t. Imagine if Buzzfeed’s Top Performing Headline article turned into a social media marketing tool that showed you the Facebook ads relevant to your niche. They’ve put millions of ads from 15 countries under one hood and give you the opportunity to search through them by top performer, keywords, shares, likes, comments, and calls to action.

Using PowerAdSpy, you can:

  • Search ads with your keywords and find precise data about the ad
  • See the live ad directly on Facebook
  • Bookmark the best ads to your personalized ad swipe file
  • See the geo-targets of your competitors

(NOTE: Want to make sure your social media strategy is helping to grow your business? Download our FREE Social Media Scorecards and you can quickly find out what’s working and why, so you can do more of it! Learn more here!)

Social Media Scorecards

Anyleads

Paid: $$$

Anyleads Social Media Marketing tool

Anyleads is a lead generation software for small and large companies. Their platform covers a lot of digital marketing bases, serving customers with needs that range from a sales chatbot to a personal content writer.

Anyleads features:

  • A sales chatbot that captures visitor data
  • A social proof widget that shows notifications on your website
  • An artificial intelligence personal content writer that creates daily content
  • A prospecting tool for finding and capturing emails and sending campaigns
  • A YouTube subtitle extractor
  • A community of influencers you can choose to collaborate with

Rev

Paid: $

Rev Social Media Marketing tool

Using Rev, you can upload audio files and get a transcription, add captions to videos, and translate documents. It’s one of the most necessary social media marketing tools for businesses who rely on videos for conversions. What’s unique about Rev is that they also offer foreign subtitles. Their service is great for business owners, but it’s also used for legal, academic, and personal needs.

Rev can:

  • Transcribe audio or video for $1 per minute
  • Caption videos for $1 per minute
  • Translate and transcribe videos into subtitles in foreign languages for $3–7 per minute
  • Translate documents into 35+ languages for $0.10 per word

AdEspresso

Paid: $$

AdEspresso Social Media Marketing tool

Marketers can use AdEspresso to make ads for Facebook, Instagram, and Google and then optimize them as they’re running. The campaign builder manages all of your ads and analyzes how well they’re doing. They also have a built-in communication platform (like Slack) that lets you collaborate with yo
ur team.

AdEspresso features you’ll like:

  • Create campaigns for Facebook, Instagram, and Google
  • Manage all campaigns in one platform
  • Analyze campaign insights
  • Communicate with your team and approve campaigns/have campaigns approved

Catvertiser

Paid: $$$

Catvertiser Social media Marketing tool

Catvertiser is one of the social media marketing tools that is specifically for Facebook. It’s an ad campaign builder and optimizer. It’s similar to AdEspresso, but totally focused on Facebook. They have campaign templates and creative files, a Google Analytics integration, and an automated boost feature for advert
ising your best content.

Catvertiser uses a cost per action (CPA) bidding model so you only pay for your ads when an action is taken by a user. You can choose the action that makes the most sense for your campaign or A/B test actions to see which one has the best ROI.

Driftrock

Paid: $$

Driftrock Social Media Marketing tool

Driftrock is a sales and lead generator for Facebook, Google, and LinkedIn. The social media marketing tool platform will connect all of your lead generation sources and track leads from the first click all the way to offline purchases.

Driftrock syncs with:

  • Facebook custom audiences
  • Google customer match
  • Facebook lead ads
  • LinkedIn lead generation
  • Local Facebook ads
  • Facebook marketplace
  • Lead analysis and segmentation

Facebook Pixel Helper

Free 

Facebook Pixel Helper Social Media Marketing tool

This Facebook social media marketing tool is a feature of Facebook. It’s designed to ensure that your pixel is working and optimized. For example, if your pixel is too far down on your website page, you won’t be getting data to retarget visitors on Facebook.

You can find all of the information you need about Facebook Pixel Helper on Facebook’s developer page.

(NOTE: Want to make sure your social media strategy is helping to grow your business? Download our FREE Social Media Scorecards and you can quickly find out what’s working and why, so you can do more of it! Learn more here!)

Social Media Scorecards

Followerwonk

Paid: $$

Followerwonk Social Media Marketing Tool

Followerwonk is a Twitter analytics tool. Using the social media tool, you can search Twitter bios, compare users, track followers, and sort followers. This is a social media tool for businesses, agencies, and marketers focused on growing their Twitter following.

Using Followerwonk, you can:

  • Search Twitter bios to find people that you should connect with
  • Compare accounts so you can find follower overlaps and target new influencers
  • Analyze followers by location, bio, who they follow, etc.
  • Compare your relationship with your followers to your competitor’s
  • Find the content that your followers like the most

Meet Edgar

Paid: $$

Meet Edgar Social Media Marketing tool

 

Meet Edgar is a content organization tool that gives marketers a place to schedule, share, and recycle posts. Their main competitor is Hootsuite—but Meet Edgar offers category-based content libraries, schedule flexibility, and an auto-filled queue.

Meet Edgar is a tool for businesses, marketers, and agencies who want to:

  • Create social posts quickly with a browser extension
  • Make custom, color-coded content schedules
  • Automate publishing and reshaping content
  • A/B test social posts
  • Have a weekly report of their social media insights
  • Use short links to track clicks

Sprinklr

Paid: $$$

Sprinklr Social Media Marketing tool

Sprinklr is a social media management tool for enterprises. Within their cloud, they offer social and messaging suites, advertising, marketing, and research.

  • Their social platform lets you find, engage with, and listen to your customers
  • Sprinklr Advertising creates campaigns for your target audience that get published at the best time across all social platforms
  • You can improve your content by using planning tools, workflow automation, and AI insights
  • Get data on your target demographic

Make Me Reach

Paid: $$$

Make Me Reach Social Media Marketing tool

Make Me Reach is a campaign builder, optimizer, manager, and reporter. It’s the first social media marketing tool on this list that also works with Snapchat.

Here’s what you can you with Make Me Reach:

  • Create campaigns for Facebook, Twitter, Instagram, Snapchat, and Google ads
  • Automate and optimize campaigns based off objectives
  • Manage over 1,000 campaigns
  • Custom analytic reports for mobile and desktop

Tweriod

Free

Tweriod Social Media Marketing tool

Tweriod is a social media marketing tool for Twitter users who need to know when the best time to tweet is. They analyze your tweets and your followers’ tweets and send you a full report on the best times for you to post.

Qwaya

Paid: $$$$

Qwaya Social Media Marketing tool

Qwaya is a Facebook advertising scheduler. It lets you set your own bid rules and tracks your conversions. They charge a flat rate of $149/month instead of basing their rate off of your Facebook ad spend, like other social media marketing tools do.

Qwaya lets you:

  • Build, schedule, rotate, organize, and split test ads
  • Make multi-product ads
  • Make campaign rules based off of performance
  • Make URLs
  • Analyze your data on Google Analytics
  • Add coworkers to your account for collaboration

StitcherAds

Paid: $$$

StitcherAds Social Media Marketing tool

StitcherAds is a Facebook and Instagram ad tool for ecommerce and brick and mortar stores. They offer a personalized campaign builder based off consultations with their Facebook and Instagram experts. One of the most unique features of StitcherAds is they help you outsource campaign management to qualified freelancers.

Using StitcherAds, you can:

  • Use their solution engineers for any campaign tech hiccups
  • Get a personalized campaign strategy
  • Build an image or video campaign
  • Outsource campaign work
  • See product-specific data to improve your ads

A social media strategy that grows your following, gets you engagement, and creates conversions can be automated. Using Roland Frasier approved tools, you can automate most of your social media strategy, optimize it, and then analyze it so you’re growing your empire.

Regardless of what social media platform you’re trying to take over, there’s a social media marketing tool waiting to get to work.

(NOTE: Want to make sure your social media strategy is helping to grow your business? Download our FREE Social Media Scorecards and you can quickly find out what’s working and why, so you can do more of it! Learn more here!)

Social Media Scorecards



Source link