Two fold, 1) finding the right platform to promote on. And 2) the right metrics to see that it has been effective. On the latter, you want to see that each click is driving consumption of your content. A click and then leaving the content, not consuming it, means the content has done its job. So you want clicks that drive consumption of your content. This also means, that often you need to tweak your headline or creative, to drive… Continue reading
It’s all about the customer! This is the way to articulate business value for non marketers. You can start with describing the customer, and how they buy or engage with your company. And then you articulate how marketing & advertising is working to also engage with the customer. Starting with the basics is key, in a language everyone understands. Then you can start to layer in metrics, the amount of customers, doing this, went up by 30%. That means, we… Continue reading
Specifying exactly what you received for your investment is the place to start. Often people fall into the trap of I have to specify the exact dollars in sales we received, and then that number has to be bigger than what we spent. That is not right way in most cases and can hide the real impact that was felt by the business. i.e. a good brand campaign, can decrease the cost of all media, because it is now all… Continue reading
The quintessential question facing marketers, finding out how upper funnel activity drives lower funnel. The best place to start is a value chain analysis, sitting down and mapping out, how customers go from your upper funnel activity through to mid and lower funnel. Typically this involves a website visit, where visiting a product page, actually buying, or using a store locator helps indicate a shift. Often a change in search traffic can be used as well. There are two schools… Continue reading
Removing what is not necessary is the easiest way to make the budget go further. There is wasted spend in every budget, it is just a matter of finding it, stopping it and adjusting elsewhere. To get into that, you want to ensure you complete a measurement audit, to see how effective each part of your marketing budget is performing. From the top down. This should then yield some areas that are not performing, which you can then reallocate. Often… Continue reading
Get better measurement is often the answer. To find exactly how efficient your current media spend is. And then to identify the pockets of opportunity that are there. Efficiency of course, is contextual to you and your objectives. You want media that is most effective at driving those objectives. So your measure may not be particularly universal. But the same principles apply. Completing a measurement audit, to make sure you are measuring the right things. Also to find any… Continue reading
A good place to start is with the customer. What do they think, what are they telling you through their actions, is your marketing actually cutting through. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier by synthesizing the data into insights, so you can get from insight to action faster. Metrics… Continue reading
Getting a better understanding of your customers is a great place to start. Seeing where they come from, what they’re interested in, where pockets of opportunities are. This usually comes down to a new analytics system, that gives you this understanding and insights. Seeing where and what is working now, but also where you can shift resources, to get more leads from. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re… Continue reading
Revisiting what metrics and measurement you use is the low hanging fruit for improving content marketing. Tools like Nudge provide a high fidelity view into what is resonating with customers. This data, helps you find areas where you can improve, and a continuous feedback loop. That really is the easiest way. Another lens on it, is to look at the four pillars of what drives return on investment, good content, real people, good distribution and consumption . If you… Continue reading
The one that helps you improve your business. That gives visibility into how well your strategy is performing, finds improvements and keeps your business focused on the customer. That’s the one to use, also, to use one that you actually use. A bit of an oxymoron, but if you sign up and you can’t use it, or don’t use it because its too hard. Then its not doing its job either. It’s like that analogy, the best tool is the… Continue reading