How you can develop a brand which lets you stand out from the competition
A business can have the best product or service in the world and offer it at the best price and still fail. Why is that? Because they fail to differentiate themselves from the competition and show a clear and compelling reason why potential clients should do business with them.
The key is creating a solid differentiation strategy that will set you apart in the marketplace and show prospects why it’d be foolish to go anywhere else.
Business differentiation is the process of making your firm stand out in a crowded field of me-too competitors and a differentiation strategy is the guidebook for how to do it. As a digital marketer, you can do this efficiently and cost-effectively using a variety of digital tools. This blog post will show you how.
Developing and implementing a differentiation strategy is a five-step process…
Chart of the day: The majority of marketers say their content marketing strategy is effective and say their strategy is more effective than the previous year - but they also expect to produce more content next year than they are currently
The study showed that over 7 in 10 prioritised content delivery and distribution over the quality of content but 7 in 10 also focus on creating content with their audience in mind, rather than the brand. This highlights the pressure to deliver relevant content but produce as much content as possible and distribute it effectively, even if it means compromising on quality.
This is often a false economy. With so much content now available competition is extreme. Only by producing exceptional content can you cut through the noise.
The study also found that 7 in 10 marketers expect to produce more content next year…
What is headless CMS and how can it benefit marketers?
It’s a question that you may have either been asked or have asked yourself in the last few months—"what exactly is headless CMS and why should marketers care?" It's unproven. It's not ready to use. It's too technical. It's only for developers. All common concerns that I have heard to date. But that's not the whole story. The CMS marketplace is moving on and it’s important to understand how.
The Stuff of Nightmares
For many marketers technical advancements are a nightmare. Having to learn new technologies, keep up with the times, and figure out how to utilise them to their full potential—it's all very scary. But headless CMS doesn't need to invoke sleepless nights thinking of the four horsemen of the apocalypse approaching. The headless CMS architecture is still developing and as it evolves, it will become a useful tool for both developers and marketers…
Our roundup of the key stats you need to know to be successful with Snapchat marketing in 2017
Snapchat added more users in one year than Twitter did in 4. It has grown to be larger than Twitter and Pinterest despite being far younger. It pioneered the concept of 'ephemeral messaging' which is now so popular it has been copied by a number of other social messaging apps, and its stories feature has famously been copied by Instagram, Facebook, and What's App. Its incredible growth has obviously attracted marketers, who salivate menacingly at the prospect of reaching so many impressionable young millennials.
Before you jump into using Snapchat for marketing, make sure you know the size of the opportunity and how users are interacting with the platform. We've put together a list of 18 essential snapchat marketing stats divided across the Smart Insight RACE framework to get you up to speed with all things Snapchat.
Reach…
Use NPS follow-up insight to convert Detractors and Passives
The ability to quickly gauge your enterprise’s overall health with a single NPS score is useful to let you know whether you need to make any changes. However, a lone NPS score is not enough to tell you what changes you need to make.
The Net Promoter Score has become a popular customer loyalty metric, but you need more than a simple measure of the likelihood of receiving customer recommendations to help you identify organizational problems in enough detail to chart a course for corporate success.
That’s why the metric’s proponents are now recommending you ‘close the loop’ with follow-up questions that get to the root of your customers’ neutrality or lack of satisfaction.
‘Close the loop’ with a NPS-integrated solution
Enterprises looking to transform their Net Promoter Scores into actionable insight should be considering…
Chart of the Day: B2B buyers are 26% more likely to use Twitter
Social Media can have a strong impact on B2B Buyers, as they are influenced by information they find on your business. It is important to understand which social networks these customers are using to view your content, but how you are integrating your social media strategy into your wider marketing plans? Research by Global web index found that 26% of B2B buyers are more likely to use Twitter and 28% will follow a business on social media.
Businesses who take note of this behaviour will be able to capitalise on the influence of social media and start to see a significant impact on growth and sales.
Explore how your business can make the most of Social Media with our range of guides, and templates.
Source: Global Web Index
Sample: Global Web index…
Taking a more systematic approach to discover why your website visitors are not converting
What’s stopping you from converting more of your website visitors into sales or leads right now? One of the reasons, that we'll explore in this article, is a lack of tangible insight. There’s often a mistaken understanding that analytics and insights are one and the same, or that viewing charts and tables will provide answers when often the right question itself hasn’t yet been asked.
Analytics will only take you so far in understanding your website visitors using averages and actions taken but they won’t give nearly enough insights into why those actions were taken.
To uncover why your non-converters are leaving your website you can create hypotheses based on watching user session replays (recordings of them browsing of your site), look at screen mouse and click based heat maps to see where people are loitering and clicking, run…
Facebook will penalize posts linking to web pages that deliver a poor experience by not surfacing them in the newsfeed.
Facebook started rolling out an update last week designed to prevent people from seeing posts that take them to low-quality website experiences. They've announced they will be penalizing the organic rankings of these posts so they appear far less in the newsfeed, and they will be stepping up the enforcement of rules on ads that prevent people paying to advertise spammy or malicious sites.
Facebook announced they are doing this because their users are unhappy with being taken to sites which are just 'click-bait' designed to draw visitors in and then get them to click on an ad. In an official statement, Facebook reported that:
We hear from our community that they’re disappointed when they click on a link that leads to a web page containing little substantive content and that is covered in disruptive,…
Headless commerce means performing updates and tests is easier and quicker.
All enterprise e-commerce platforms were created in the era of desktop screens running web browsers. The assumption that desktop browsers would be the main audience for commerce was baked into the architecture of the platform.
At the time, no one dreamed of all of the places customers would one day make purchases or that we would be shopping on screens of every size using mobile and wearable tech — or with no screen at all, as with Google Home or Amazon Echo smart speakers. Now, we buy directly from social media feeds like Instagram and Twitter or from inside applications such as Snapchat.
With more digitally enabled and networked devices added to our environment every week, the only safe assumption we can make is that there's no way to know the complete picture of commerce channels.
You’ve probably noticed big changes in the…
Chart of the Day: Consumers are Driving the Conversation for Technology Brands on Twitter
As marketers, we love to build inspirational campaigns to engage our target audiences and a large part of any campaign in 2017 will reside on social media. Alongside Facebook, Twitter is our go-to network for sharing campaign content allowing our followers to see our message and hopefully like, retweet and spread the word through their own words.
This varies massively from industry to industry where some campaigns can feel like you're pushing your message out more than your audience is interacting with the content, which isn't ideal.
According to research by Brandwatch, a massive 91.1% of all Twitter activity around technology brands (including new phone releases and the internet of things) was due to the Twitter community rather than the brand. From a marketing standpoint, this is exactly how you would…
