Google puts A/B testing tools at everyone's fingertips by making it's Google Optimize product free

There may be no such thing as a free lunch, but since it launched out of beta in March 2017, there's a free CRO package that gives you the ability to run A/B tests across your site. Almost half of smaller businesses don't currently utilize A/B testing, which will mean they're potentially losing vast sums compared to the revenue they could have been generating had they engaged in CRO.

[si_quick_block id="101832" title="How to do AB tests with Google Optimize" description="This Quick Win explores what AB testing is, and what process you should use to build a test. We will cover some ideas on what you could test, as well as working out where to focus your attention, hint, don’t just jump to say your homepage, you may want to test somewhere else that will give you a bigger impact."]

That's…

The best social media listening tools to use in 2018 to help you develop your social media strategy

“The success of a relationship is solely dependent on two factors: a man's ability to listen lovingly and respectfully to a woman's feelings, and a woman's ability to share her feelings in a loving and respectful way.” ― John Gray, Men Are From Mars, Women Are From Venus The core premise of Men Are From Mars, Women Are From Venus is that men and women communicate differently and in order for a relationship to be successful, they each need to be aware of how the other works. Men, in particular, have to do a better job listening. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] Not surprisingly, most brands suffer from the same shortcomings. Instead of listening to what…

Small businesses can save time and get better results with these handy Twitter marketing apps

Social media provides a great platform to amplify your social media marketing strategies. It can help you establish a community, raise brand awareness and encourage engagement with your audience. However, social media management can be quite time-consuming, as it involves managing multiple social media accounts at the same time, and posting content on a regular basis. If you find it too time-consuming to be constantly posting updates on Facebook or Twitter, there are some amazing tools and apps out there that can help you save time and increase the effectiveness of your efforts. They help you juggle your social media accounts from your desktop and smartphones to make sure you have a very productive social media marketing campaign.

DrumUp

DrumUp is like a breath of fresh…

The 5 best tools for collecting and showcasing customer reviews

Reviews have become essential to buying and selling online with customers trusting customer reviews over 10 times more than descriptions or claims made by the brand itself. Reviews can also benefit a brands’ search marketing efforts, as often they will feature highly in SERPS, particularly for local results. They enable marketers to collect and request product and customer service reviews. Some tools also curate conversations happening on social media for brands to use as social proof on their websites. Customer review and ratings tools enable marketers to collect and request product and customer service reviews. Some tools also curate conversations happening on social media for brands to use as social proof on their websites. We've researched five of the best customer review and ratings tools so you can decide which is best for your business. These tools have been selected to be particularly useful…

6 implications for selecting and managing today's and tomorrow's marketing technology

We've been sharing the latest Marketing Technology Landscape map by Scott Brinker, @chiefmartec for several years now. You've almost certainly seen one of the earlier iterations since it has been widely shared. I love it because it's a USEFUL infographic - it prompts marketers to review their current Marketing Technology and take action to improve their Marketing Technology Stack. When I discuss it with marketers when speaking or training, it certainly has a big impact, not always in a good way... It prompts that "OMG how do I cope?" fear amongst marketers and business owners due to its complexity. But, for me, it shows the opportunity of the many tools we have available to deliver more relevant, more personalised communications today. It's inspired the Smart Insights team to create our own Martech infographic which includes both insight and operational tools across our RACE planning framework.…

Audit your marketing technology stack with the 6Cs to refine its capabilities and prove its return on investment

Do you know the stackies? They're an informal contest arranged by Scott Brinker, creator of the marketing technology vendor landscape where different companies visualise their marketing stacks in different ways. Here are the latest martech stack entries. They're presented in vastly, different ways from this superbly visual example... to this more structured approach of the 5Cs of Martech - which looks like the inspiration for the new 6Cs of Martech featured at the end of this article. You can audit your marketing stack against any of these ‘stackie’ entries. The structure of some of the examples like the second one prompted us to think whether there was a simple, practical way of visualising or…

How to select the right data management platform and audience profiling tools for your business

A Data Management Platform (DMP) is a place to store, sort and act upon multiple sources of online and offline data including search, social, display media, Email, CRM, Transactions (e.g. Point-of-sale). This includes first party data which the marketer collects on their site or through other customer interactions and on third party data pre-integrated into the platform, or data purchased from branded providers or lists. They also look to integrate desktop and mobile usage to provide a ‘single view of the prospect and customer’. As such they are also now commonly called Customer Data Platforms (CDPs) and Identity Management Platforms (IDMP).  Users of a DMP can import known (i.e. an email address) or unknown (e.g. a cookie) data and use this to define audiences or segments. The DMP will then find new customers (i.e. similar audiences)…

A flow chart to create a marketing stack tailored to your business needs

We talk about the importance of using the right digital marketing tools a lot here at SmartInsights. When used correctly, martech tools can save time, boost productivity and lead to better marketing outcomes. But with so many tools available, it can be tricky to know why tools to use and why. Our infographic on digital marketing tools provides some structure by dividing the best 150 tools into 30 key categories, so you can see which tools to use to achieve a given objective. We're not saying you need all of these tools, but some businesses who are heavily reliant on digital channels will likely need at least one tool from each category. However, for a new business, it can still be hard to know where to start with so…

How to build the right marketing technology stack for your business

It's now a lot more common to talk about choosing 'martech stacks' and rightly so, given the impact that technology, data and insight can have on marketing today.  The popularity of the concept of a martech stack has grown out of the categorisation of marketing technology based on Scott Brinker’s Martech landscape and others such as our Digital Tools wheel. Businesses have always considered their portfolio of business IT applications for operations such as finance, logistics and marketing, but traditionally, they have been controlled by IT teams who have managed a limited number of ‘enterprise resource planning’ systems such as SAP. With the growth in cloud based SaaS, it has become far easier for individual departments and, in particular, marketing, who need to manage many digital marketing channels like search and social media marketing, to deploy their own solutions. …

6 Great Content Curation Tools

They say that content is King. If that’s the case then curation has to be, at the very least, a Baron or something. Actually, scratch that. Content curation, when it’s done right, can be king too. One need only think of products and features like Reddit, Facebook Trending or Twitter Moments to see how important content curation is to the general public. Cutting through the noise of clickbait and subpar content marketing is extremely difficult, and that’s why effective content curation can be so valuable.

Short On Time? Curate!

If you have the time, creating your own content is a powerful way to drive traffic to your site. One need only look at the stats for proof of that: Content marketing costs 62% less than traditional marketing and generates 3x as many leads Year on year growth of site traffic is almost 8x higher for content marketing…

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