Want your ads to reach an enthusiastic niche audience? Have you considered collaborating with YouTube video influencers? To discover how to work with influential YouTube creators, I interview Derral Eves. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers, [...]Read More »
Monthly Archives: September 2017
What does a typical day look like for you? “Well, no two days are alike,” is a common response to the question that marketers Read more...
This post #NoTwoDays: A Day in the Life of Susan Chang of Dropbox originally appeared on Sprout Social.Read More »
As the old saying goes: the more things change, the more they stay the same — a saying that certainly has resonance across the marketing industry right now.
As it stands, the top challenges many of us are facing in 2017 are, in essence, the same ones we’ve been battling for years. According to an expansive aggregation of digital marketing studies and reports from Getapp Lab, the industry’s top pain points include: lack of time, knowledge, and resources; difficulty converting leads into customers; and diminishing reach in an increasingly crowded digital environment.
The analysis offers a widescreen view of the current landscape for businesses, highlighting tactics that are leading the way, solutions being embraced to overcome prevalent hurdles, and emerging technologies that hint at the direction of the marketing industry for startups and enterprises alike.
With that said, below we run through some key takeaways from the roundup, as well as provide some additional insight and resources.
Don’t Sweat the Individual Techniques
Which digital marketing techniques are leading the way in 2017? Getapp shares a report from Smart Insights showing that content marketing and big data are leading the way in a preference poll, with marketing automation, mobile marketing and social media marketing not far behind.
(Photo Credit: Smart Insights)
Of course, none of these should really be viewed as disparate practices — rather quite the opposite. TopRank Marketing firmly believes in approaching digital marketing with an integrated strategy. For example, data ought to touch every branch of your marketing strategy. Mobile should be top-of-mind with all digital assets you produce. Automation can be integrated into almost every tactic for added efficiency.
But, with that said, it comes as no surprise that content and data lead the way as prioritized techniques. As our own CEO, Lee Odden, often says: “Content isn’t king. It’s the Kingdom.” So for us, these two cornerstones speak to the fundamental essence of modern marketing: understanding your audience and reaching them with relevant, best-answer content that informs, engages and inspires action.
Mobile is a Must
In today’s digital world, I think it’s safe to say that all marketers know the importance mobile plays in their digital marketing initiatives. But when companies or agencies devise and execute their marketing strategies, it typically happens in offices stocked with powerful computers and large monitors. As such, without concerted effort, it’s difficult to gain end-user perspective. But to put it bluntly, it’s no longer an option. It’s an imperative for success.
As Getapp’s report notes, mobile usage surpassed desktop a few years ago and now the gap is growing. Google’s mobile-first index punishes websites that aren’t responsive, and so do the users themselves, who are five times more likely to leave a site that hasn’t been optimized for the small screen.
Check out our post 4 Elements of a Mobile Strategy That All Marketers Should Pay Attention To for more insight.
Tools of the Trade
Operating in this constantly shifting domain can test one’s mettle. As a marketer, you’re busy enough doing your job and servicing clients or customers; add in a perpetual need to adapt as trends evolve, and nobody could be blamed for feeling overwhelmed.
The good news it that we live in an age of accessible tools for everything. The Getapp Lab report helpfully lists several solutions across categories such as Hootsuite for social media management, HubSpot for marketing automation and MailChimp for email marketing.
So, if you’re struggling with any of the three core challenges mentioned at the outset — lacking resources, conversion gridlock and dwindling reach — it’s worth investigating how new or additional tools might aid your efforts and enable you get more out of existing assets.
If you’re looking for a little help, check out our post on 100+ Digital Marketing Tools to Help You Become A More Effective Marketer.
Other Nuggets Worth Noting
Among the many digital marketing trends in the Getapp report, here are a few others that caught our eyes:
- Segmented email campaigns have a 14.3% higher open rate than non-segmented campaigns. Are you still relying on spray-and-pray? (Source: MailChimp)
- Twenty eight percent of marketers consider video to be a key channel for driving growth. I’d wager this figure will at least double within the next year or two. (Source: GetResponse)
- Technical SEO is important, but 72% of marketers still say relevant content creation is their most effective draw for search traffic. (Source: HubSpot)
In wrapping up its snapshot of where digital marketing stands in 2017, Getapp’s aggregated report concludes with a look ahead, highlighting three frontiers that are distinctly visible on the horizon: artificial intelligence (AI), augmented reality and virtual reality.
While they’re still in relatively youthful stages, these technologies open new possibilities surrounding automated customer service (chatbots!), interactive or experiential marketing (glasses and headsets), gamification and more. For example, when it comes to AI search engine developments at Google, our own Kevin Cotch, SEO Manager, said it best:
“Artificial intelligence will change, and has been, changing how search marketers should be optimizing websites [and content],” he says. “We have a lot of opportunity to focus on aspects that will provide a better experience for our users than traditional tactics like optimizing the metadata of a page. Of course, those metrics will still hold some relevance to search engines, but we can instead focus on what really matters to users.”
Check out our post, Back to the Future: 5 Marketing Predictions That Were Right on the Money, to get a look at where we’ve been, where we’re going and gain hopefully gain some insights that will allow you to put some of the recurring challenges you’re facing to bed for good.
Interested in reading the entire report from GetApp Lab, check it out here.
Right now, what are your biggest marketing obstacles and favorite tools for overcoming them? Feel free to share in the comments section below.
The post Digital Marketing Tools & Tactics: What the Trends Tell Us appeared first on Online Marketing Blog - TopRank®.Read More »
Normalmente hay un enfoque sobre cómo pueden crear contenido las marcas para conectarse mejor con su audiencia, pero ¿qué sucede cuando las marcas aprovechan Read more...
This post Republicar contenido en Instagram desde el app móvil de Sprout originally appeared on Sprout Social.Read More »
Existe um foco constante em como as marcas podem criar conteúdo para melhor se conectar com seu público, mas o que dizer sobre como Read more...
This post Repost conteúdo no Instagram utilizando o app móvel do Sprout originally appeared on Sprout Social.Read More »
There’s often a focus on how brands can create content to better connect with their audience, but what about how brands can leverage content Read more...
This post Repost Instagram Content Using Sprout’s Mobile App originally appeared on Sprout Social.Read More »
Last week, thousands of marketers from all over the world descended on the Rock N’ Roll capital of the world, Cleveland, OH, for the seventh annual Content Marketing World Conference and Expo. Featuring more than 130 speakers, keynotes and panelists, dozens of different tracks, and a whole lot of orange, the four-day event was exciting [...]
The post Our Top 11 Content Marketing Takeaways from #CMWorld 2017 appeared first on Online Marketing Blog - TopRank®.Read More »
The pressure is on! Content marketers are being expected to create more with less. And often, that means creating more content without adding additional team members. Unfortunately, the content copywriters are often the ones that bear the brunt of these situations which can be exhausting and cause content burnout. To help ease the pain, Workfront’s [...]
The post 4 Tips to Stop Killing Your Content Team from Workfront & Nordstrom appeared first on Online Marketing Blog - TopRank®.Read More »
Our hyper-connected digital world is defined by an overabundance of data. Everything’s measurable, trackable, and quantifiable. Want to know how many people died on screen in your favorite movie? Or how much ice cream the average American eats per year? The data’s at your fingertips.
The ready availability of data is great for marketers. It helps us optimize performance, personalize content, and prove our value to the business.
But data in a vacuum isn’t informative or useful. It’s not about the facts and figures themselves; it’s about how we shape that data into compelling stories.
As an Analytics Advocate at Google, Adam Singer has years of experience finding and revealing the meaningful narrative in datasets. His presentation at Content Marketing World 2017 was all about how to create clean, informative, compelling data visualizations.
Here’s a quick visual summary of his entire presentation, courtesy of Kingman Ink:
My favorite part is the lizard that represents your limbic brain. Visuals cut straight to that reflexive part of your brain, making a point quicker than listing facts and drawing conclusions.
Here’s how Adam suggests creating data-based visuals that speak directly to our inner lizards.
#1: Prepare Data for Analysis
Great data visualization starts with...well...data. More than that, it starts with a meaningful and manageable data set. The data you choose to include should be tailored to both the story you want to tell and the audience that’s going to receive it. For an example, when pulling internal data, your CEO might just want to know whether marketing is contributing to revenue. By contrast, your CMO will want revenue, engagement, and sales enablement data.
Adam recommends these three steps for data analysis:
- Filtering: Make sure you’re getting high quality data. For example, in your website analytics, exclude bot and spam traffic from your traffic reports.
- Sorting: Use the sorting that makes the most business sense. In most cases, a combined and weighted sort will be the most useful, organizing data along two variables.
- Grouping: In Google Analytics, you can group data into categories. This can help you create more specific, focused visualizations.
#2: Tell Your Data Story
With the data in hand, you can create a visualization. Aim to create an image so simple, specific, and clean that it’s readable at a glance. In other words, the opposite of this:
Notice how your eyes flick back and forth between the legend and the chart, trying to make sense of it all. Compare that chart to this one:
There’s a mountain of data behind that visualization, but you can instantly grasp the point: vaccines eliminate diseases.
Such a stunning visual doesn’t happen by accident. It takes careful planning. Adam recommends “storyboarding” your visualizations before you even pull the data in. Nail down who you’re talking to, what questions you’re answering, and the story you’re telling before you create a single chart.
#3: Best Practices for Compelling Data Reporting
As with any kind of storytelling, the best way to visualize your data depends on your audience and your story. But there are some consistent best practices to follow. Adam recommends following these guidelines for visualizations in your internal reporting, regardless of audience or intent:
- Keep charts and graphs simple. Don’t graph every data point--just enough to show the trend. Focus on what matters most to your story.
- Tell the user what the point is. Your audience shouldn’t have to guess at the conclusion you want them to draw: Put it right in the title of your visualization.
- Don’t spin the data. Ever. The point of data visualization is to get at the facts, not obscure them. Don’t abuse your audience’s trust with misleading visuals.
- Make reporting part of your process. It’s easy to think of reporting as something tacked on to the end of a campaign, a final housekeeping task. Better to see reporting as vital to our ongoing marketing efforts and approach it with dedication and enthusiasm.
- Use the right data for the right stakeholder. Make sure you personalize your reports for different audiences, sticking with only the most relevant data for each.
- Be creative and have fun. Solutions like Google Data Studio make it easy to pull in data and play with visualizations. Don’t be afraid to experiment!
A Picture Is Worth a Thousand Data Points
When done properly, a single chart or graph can convey paragraphs of information at a single glance. Choose your data carefully, keep your visualizations simple and purposeful, and you can create a report far more compelling than a list of stats and figures could ever be.
Speaking of beautiful data visualization, have you seen our interactive influencer marketing infographic?
The post How to Find the Stories in Your Data for Compelling Reporting appeared first on Online Marketing Blog - TopRank®.Read More »