Is Content Marketing a Viable Lead Generation Tactic? It Starts with Creating and Amplifying Quality Content. Need help turning your content into content marketing? We’ve got you covered. Most users instinctively understand that quality content has to be paid for somehow. Creating a Content Marketing Plan. Effective storytelling has always been an important tool for marketers and advertisers. Quality connections with those who are loyal to the business. Creating quality content as a viable marketing tool. Social media marketing and content marketing. Creating targeted, local marketing campaigns using these. Of most importance is the quality of. Then consider the practice of curation as a viable alternative to creating content. Metrics & ROI - How to Create an Actionable Marketing Dashboard (and Why You Need One) : Marketing. Profs Article. Leadership's expectations of and pressure on Marketing continue to increase. So, if you haven't gotten on the marketing- accountability bandwagon (measurement, effectiveness, analytics, etc.), now is probably the time to do so. The American Marketing Association defines accountability as . You are probably thinking, . We provide project status updates and use the reports generated by our marketing automation platform (MAP) and our customer relationship management (CRM) and sales force automation (SFA) platforms. The status report of projects— such as website updates, upcoming events, new collateral or direct marketing campaigns, reports on website visitors, open and click rates, follower (Twitter) and fan (Facebook) counts, and reports on the number of marketing qualified leads—are no longer enough. Those reports do not address the questions the C- suite is most concerned with: What is working, what course adjustments (if any) are required, and are the investments the company funnels into Marketing properly allocated? Marketers need to develop a more valuable and insightful report that benefits both Marketing and the C- suite—one that can be used to optimize performance and make decisions. That kind of report needs to provide an at- a- glance view that quantifies the overall impact Marketing makes on the business and how well marketing initiatives are increasing customer acquisition, retention, and share of wallet. That report is known in the industry as a dashboard. A dashboard is an important component of performance management. In addition to fostering better strategic and resource- allocation decisions, a good dashboard demonstrates alignment between marketing expenditures and anticipated results. A good dashboard enables the marketing organization to determine whether it is on track for driving demand of products according to forecasts via higher- quality leads to Sales, improved customer retention, or increased market footprint. A dashboard is a decision support tool that facilitates strategic decisions and course adjustment. Once you've decided that a dashboard is an essential tool for improving marketing effectiveness, the next logical step is determining how to start. The following five steps will help you and your team get started. Align marketing to business outcomes Though this step may seem obvious, it's often our first misstep. If you don't know what business needle needs to be on the dashboard, everything else becomes moot. The business needles, or outcomes, are more than just a revenue number to chase. You need to understand that the desired outcomes you should be chasing have to do with which customers (new or current) you are targeting, how many of them you need to convert, and what products/services you want them to purchase. You can then develop measurable marketing objectives and define the strategies, programs, and tactics to support those numbers/objectives. Use a mapping process or some other approach that will clarify the relationship between marketing programs and business outcomes. Choose your metrics Select the metrics that you and the marketing team will use to measure Marketing's impact, efficiency, and value. For many organizations, those metrics relate to how well Marketing is affecting market- share growth, customer value, and customer equity. Typically, an organization will have metrics from the following categories: customers (acquisition, retention, value), products (adoption, innovation, price, and margin), competitive positioning (market share, brand preference), and financial (budget, payback). You should have quantifiable business outcomes and measurable marketing objectives to facilitate as a result of this step. Document the data chains Create the data chains between the marketing activities, programs, objectives, and business results. Data chains help visualize the link between marketing activities (e. Acquire the data Measurement requires data, which means you need to know what data you have and what data is missing. Validate and review Work out any process, data, and measurement . That step is critical for validating the data chains and determining whether the dashboard captures the performance information you want. Once the alpha is created, decide what changes (if any) are needed to the dashboard, measurement, and reporting processes, and create a beta version. Eventually, you will be able to produce a pilot, after which you can take your dashboard into production. That is when you should explore how to automate the reporting.* * *Creating a viable marketing dashboard takes time and investment, but it is worth the effort. A well- constructed marketing dashboard captures the most critical diagnostic and predictive metrics, and presents patterns of performance visually, at a glance. A marketing dashboard will enable you to diagnose the health and value of marketing and facilitate strategic decisions and course adjustments. Join over 6. 00,0. We embrace the fact that advertising as the sole means of growth is no longer a viable option. We realize that marketing today is about. Some detail on the difference between custom publishing and content marketing and. Custom publishing has been a viable marketing. Why Email Is Still a Viable Marketing Tool. With all the talk of Twitter, Facebook, Google+, and other social media, it's easy to start feeling like perhaps older protocols like email are on the way out in terms of marketing power. How are you currently using email to help market your business?
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