Best practice tips to give your landing pages better regional reach

The Internet has given us greater power than ever before to reach out to people wherever they are in the world. There’s one problem with that though – sometimes your core group of customers are located virtually on your doorstep, and unless you take steps to connect with these, much of your online marketing efforts may be going to waste.

Who needs regionalised landing pages?

If you’re selling a range of identical products through your website to people right across the country (or even the world) from a central warehouse or depot, you probably don’t need a regionalised landing page. But if your website is used as a means of promoting your bricks and mortar presence, or a service you provide in specific geographic areas, then regionalised landing pages should be…

Understand your marketing ROI and use the data to inform your data-driven marketing strategy

While the attraction of data-driven marketing isn’t in doubt, the challenge confronting businesses can be daunting. According to the Q1 2014 Gleanster Research customer experience survey, about eight out of ten senior marketers believe their organisation could be doing a better job of using customer data to inform customer acquisition and retention strategies. But with data-driven marketing involving so many working parts, the end goal can appear unobtainable. To create a data driven strategy, you first need to know how to establish an effective way to measure marketing ROI.

Data-driven measurement

The advent of data-driven marketing should ensure that organisations can not only identify the strategies and campaigns that are most likely to be successful, but also secure buy-in and investment for marketers by demonstrating the potential ROI of impending campaigns. Put simply, if a marketing department is truly data-driven, the measurement of…

The key trends and channels for travel marketing in 2015

This seasonal infographic created by our partners JBH Marketing gives an interesting overview of travel marketing. Of course, digital marketing is now an important channel for marketing different types of destinations and packages. Holidaymakers are increasingly turning to digital to book their holidays rather than using high-street travel agents. This infographic looks at consumer behaviour in selecting holidays and the channels that are important. …

Strategic social media mistakes

It's good to see an infographic which focuses on 'strategic mistakes' and covers more than the social media tactics. How many of us are still manually posting content or our managers are measuring our social media content based on the 'quantity' of followers rather than the 'quality', results and their profile? Thanks to Jason Squires for bringing these to the forefront of our minds, as many times we are aware of our mistakes but may feel captured in a web which we can't escape from, due to resources or other challenges. …

Hootsuite, Tweetdeck and Sprout Social are top rated

There are many social media management products in the market, both paid and free, available to manage your activity across your social media channels. Sometimes it feels like there is too much choice. It can be difficult to choose the right tool unless you have received a firm recommendation from a colleague or a review. Previously this week we have given our reviews in these recent posts of 6 free social media tools and 7 less-well known social media marketing tools. G2 Crowd, a industry-leading review platform company, have recently surveyed their user community to rank the social media management tools which they use, in terms of customer satisfaction. Together with vendor information on market share, vendor size, and social impact, they have compiled some interesting reviews along with a summary of key features, customer satisfaction…

Businesses must strike the right balance between inbound and outbound techniques to succeed at lead generation

An existing B2B lead generation process may work well with existing products / markets but what happens when a business tries to grow? In this article I present the four most common growth strategies and suggest some associated lead generation techniques.

A Cautionary Tale

To illustrate what can go wrong, an example may help. The company was a dominant force in components for high-reliability markets like oil and gas. Business was good but the company identified the limitations of its existing market and decided there was a need to diversify into commercial markets to grow. Their approach was to take their most successful products and using different materials and manufacturing methods produce cheaper and simpler variants for the commercial market. They identified potential volume markets for the products, assessed price points and designed and manufactured products to fit.…

Check out these simple tools and apps for social media management to cut down time and increase effectiveness

As a social media marketing professional, there are certain questions that will constantly be on your mind. What are people saying about your product? Are they talking about it? Do they even know about it? Fortunately, these questions are no longer lost in the wind thanks to the wide variety of social media platforms online marketers have at their disposal. To drive engagement on social media it is imperative that you consistently share interesting, relevant and fresh content with your audience. But sifting through crates of information on the web is frustrating and time-consuming for companies. Unfortunately, it’s not an exercise most startups can afford to forgo. Amidst the ever increasing noise on social media, catching the customer’s eye is hardly easy. Your businesses must consistently maintain visibility. Understanding the behavior of your customers and…

Measuring your Instagram activity for lead acquisition and sales conversion

We know that, at a basic level, social media activity can be measured with interactions, including 'Likes', 'Comments' and 'Followers' though are sharing the new Instagram trend, by measuring beyond this and driving Instagrammers to 'click your bio link'. This infographic from Sociallystacked.com  shares a 5 step process for Instagram marketing from posting to measurement, highlighting how 5 content brands are using this technique. Measuring your Instagram traffic doesn't have to be time consuming and basic, but you have to know the tricks of the trade to get around the limitations. This infographic shows you how.   [si_guide_block id="35932" title="Download resources – Smarter Instagram Marketing Guide" description="How to tap into consumer activity on Instagram and us it to grow your business."/] If you are new to Instagram, read our Guide and check…

To increase conversions with content marketing, you must get both quality and distribution right

No marketing strategy is effective anymore without good content. It’s the cornerstone of engaging with customers on social media channels, ranking in search and your vehicle to demonstrate your brand and values as a business. Image credit: Startbloggingonline With 50% of B2C marketers expecting to increase their budget spend on content marketing in 2015 according to this research infographic from Smart Insights, it’s abundantly clear that good content has become a major e-commerce marketing priority. Approaching a content strategy in digital commerce has some significant challenges, however. Naturally, your digital commerce site is built to sell, and your content will likely take a softer approach, as it won’t be of value to your potential customers if it just contains promotional messages. Your content needs to entertain, educate,…

Help up build a picture of the current digital skills landscape

This infographic shows that there are 1.46 million people working in digital companies in the UK, with 45,000 more jobs in digital currently being advertised. Digital marketing requires a huge breadth of skills, with some marketers specialising in key areas such as SEO, content marketing or Paid Search. Many however are generalists, who have a wide set of skills. This can be highly useful, but it is also tricky to keep all these skills up to date. Some 5 million people globally work in digital marketing, and as the industry rapidly grows a skills gap is developing. We’ve come up with a list of 20 skills that digital marketers may require, and…