• Coupon Codes Can Measure Ecommerce Marketing Results

    Coupon or discount codes your customers enter during the ecommerce checkout process can help your business monitor and measure marketing and advertising effectiveness and make better promotional decisions. When you limit the distribution of a given coupon code to a specific promotion or marketing tactic you can measure that tactic. For each site, your marketing team develops a specific coupon code that is logically connected to the banner ad content. Return on Ad Spend Your business could use this data — the number and dollar value of sales each banner ad sent your store — to determine each ad’s return on advertising spend. The ROAS from a group of banner ads like those in the dog treat example would tell your business how much money each ad brought back to your ecommerce business and would measure the bottom-line success of the campaign. With this in mind, ROAS works best if your goal is to generate immediate profit. The coupon codes were specific to each publication and allowed the retailer’s marketing team to identify the publications that appeared to have a relevant audience. Later this retailer ran an ad series (intended to develop customer loyalty) in those print publications that had generated the most responses. This same retailer will also use coupon codes as a way to test email messages. They allow you to link a sale to a specific tactic, such as a banner ad, Pandora ad, television commercial, or even a print ad directly.
  • The 7 Most Common Concerns of SEO Newcomers

    Specifically, most of the people I encounter who are avoiding SEO have at least one major concern preventing them from following through with -- or even just learning more about -- this strategy. The ROI Most SEO newcomers wonder about the “real” ROI of the strategy. If your company is short-staffed, or you’re already busy with existing marketing strategies, you may not be willing to make the time investment in learning and practicing SEO. However, you don’t need to go over the top to start; even a few simple changes to your website’s structure and visibility can give you a boost, and provide a foundation that you can grow when you do have time. Technical SEO If you’re hesitant about the effectiveness of SEO, it’s safe to assume you don’t have much technical experience with website development or programming -- and that the prospect of technical SEO intimidates you. The penalties The prospect of Google penalties strikes fear into the hearts of most webmasters -- or at least the ones who don’t fully understand them. Maybe this was true back in 1999, but today’s SEO is built on a foundation of providing high-quality content to a targeted base of users; it’s about providing value, not tricking search engines into ranking you higher. That may sound complicated if you’re uninitiated, but even after just an hour or two of diving into keyword research, you'll find that everything will start to make more sense. This is true, but none of those hundreds of factors are, by themselves, especially complicated. It will take you some time to learn them, but they’re all perfectly digestible: It just takes time to become acquainted with them.
  • 4 Online Tools to Help Amplify Your Personal Brand

    It can provide you with a platform to reach a worldwide audience, specific to your industry, helping to position yourself as an expert and thought leader. When I first founded my marketing agency, I leveraged personal branding to scale its growth. Over time, that personal branding effort helped pivot the company from a service provider to an online marketing consulting agency. Facebook Groups Strengthening your personal brand requires that you get personal, and there is no better platform than Facebook. One of the most effective way to engage with people within a specific industry is via Facebook Groups. Create a group, then invite your audience to join. Second, there are so many platforms that you can use to distribute video content, allowing you to be seen and heard by consumers in your industry. It's a great solution for busy learners and a great business idea if you have something to teach other people. Webinars As mentioned before, video content is extremely popular right now, making webinars a very valuable component of personal brand building. Consumers are smarter than most marketers think, so don't insult their intelligence by claiming it's live -- but if you do want to take it a step further, you can host live webinars for an extra personal touch.
  • How to Find a Juicy Writing Idea When Your Creative Well Has Run Dry

    Sometimes it’s the part that makes you doubt yourself, doubt your creativity and abilities, maybe even doubt whether this whole professional writing thing really makes sense for you. It almost doesn’t matter what it is, and it’s usually better if it’s not about content marketing or even business. The process of prepping for the podcast, by either writing a script (which for some reason always feels less intimidating to me than writing an article) or preparing bullet points, almost always presents me with something that can become an article. Another tried-and-true tactic is to just start writing anyway, even if you don’t know what you’re going to write about. I really should be sleeping, but my brain thinks: “No, this is the time to actually solve everything at once, including what to write about.” So I try to write it all down. Somehow, when I sit down to actually write, the words come out. Here are three posts about finding ideas to write about. Sonia Simone, chief content officer It’s sort of my job to always have topics to write and podcast about, but that doesn’t make it (at all) easy. Once I find a scrap of an idea that seems worth working on, I have a strong set of processes that I rely on to take that scribbled idea and turn it into a solid piece of writing or recorded work. Is it easy to find a topic when I need one?
  • What All Marketers Can Learn from Fast Food Giants Crushing Twitter

    After all, social media is part of the fabric of our daily lives—and arguably our identities. So, what’s a marketer or brand to do? And that’s where some of our favorite fast food brands such as Wendy’s, KFC and McDonald’s can provide us a little food for thought. Most recently, Wendy’s was challenged to a duel with Wingstop, a chicken wing restaurant chain that grown to more than 1,000 locations around the world. Marketers, particularly those managing social media, have to stop thinking customer service is not “someone else’s problem.” As social customer care expert and McDonald’s Senior Director of Global Social Media, Dan Gingiss, told me in his Behind the Marketing Curtain interview earlier this year: “When we interrupt people’s social media feeds with marketing messages, we hope that they will engage with our fun and interesting marketing content. Since social media is the first and only channel where customers can talk back, marketers need to listen and engage.” #3 – Social media can be a vivid extension of your brand. Finally, last month, the internet went bonkers after Twitter user Mike Edgette discovered that KFC’s official Twitter account followed just 11 people: All five members of 90s pop group the Spice Girls, as well as six random guys named Herb. Find Your Unique Flavor Every brand has a story to tell—and social media platforms can help you bring that story to life and season it with the voices of your community. If you’re looking to craft your recipe for success, check out our post 8 Important Questions Your Social Media Marketing Strategy Must Answer. What other fast food restaurants have you grown to admire on social media?
  • This Week in Content Marketing: Mercedes Launches Revenue-Based Content Model

    If you enjoy our show, we would love it if you would rate it or post a review on iTunes. In this week’s episode This week, Robert ponders how we prepare for what’s next. We discuss the Brandwatch/BuzzSumo acquisition and Snapchat’s new location-based services. Mercedes launches its own “killing marketing” model for its integrated content brands, and one article format rises above them all. Our rants and raves include a new marketing model and transparency; then we close with an example of the week from Alcoa. (05:35): Welcome to Episode 205: Recorded live on October 15, 2017 (Running time: 1:15:25) (11:00): Special offer for Content Marketing World video on demand – You may have missed the show, but don’t miss out on all the insights. Videos of 100+ sessions from Content Marketing World 2017 will be available for a limited time through our video on demand portal. (11:35): Content Marketing Master Classes – Our multi-city tour is returning for another round of in-depth content marketing training. Robert and I would love to see you there, so register today. This Old Marketing example of the week (1:09:25): Alcoa presents One Step Beyond: We’ve talked about the folks at Alcoa Aluminum in past PNR podcasts, and they even made a cameo appearance in our Content Marketing Workshop because they were the inventors of the term “Imagineering,” as well as the creators of the first aluminum beer can and the “pop-top.” But, as we are leading up to Halloween, Robert wanted to share the story of a TV show the company created and sponsored, called One Step Beyond.
  • 3 Books That May Change How You See The World

    Reading books and taking the time to discover, learn and create sit in that frame. Here are three books I have read recently that may change how you see your world. This is something that is also explored in the book “Deep Work“. Life 3.0: Being Human in the Age of Artificial Intelligence The title of the book Life 3.0 is what the author, Max Tegmark sees as the 3rd stage of human evolution. With the rise of maybe the most important development from the technology revolution “Artificial Intelligence” there are some implications for what it means to be human. On intuition, creativity and strategy it has evolved to the point where it applied creative strategy to beat Lee Sodol (the top player in the world) at AlphaGo. Harness customer networks – The intangible value of customer networks goes beyond the transactional value and the participation, data and collective knowledge are now a business asset and competitive advantage. These are the key drivers of the stock price for companies like Facebook and LinkedIn. Customers interact with each other and you via the platform Competition – Platforms allow you to make it easier to collaborate and allow co-opetition with other companies. That’s why I love books Also here are some other books that are maybe worth checking out.
  • It’s Worse Than Pointless to Continually Ask ‘What’s a Good Conversion Rate?’

    Given the obvious financial importance of improving your conversion rate, it’s no wonder that Google searches for "conversion rate optimization" are steadily increasing. New tools for conversion rate optimization (CRO) are appearing every day. The average conversion rate varies from industry to industry, with rates of 1 to 3 percent being the most common. If you’re offering a lead magnet in exchange for an email opt-in, try delivering more value for free. It makes no sense to send all visitors to a generalized landing page about visual content since they’ll be looking for different things. The more you can personalize your landing page for the target audience, the higher it will convert. Include videos on your landing pages. Videos are also more emotive. In ecommerce, a lengthy or complicated checkout process will kill your conversion rate. Never force visitors to register for an account at your store in order to make a purchase.
  • 10 Social Media Tips for Small Businesses

    As we establish in our six-step guide to creating a social media marketing plan you must: Set social media goals and objectives. After choosing which social networks are best suited for your small business, build up your social presence on each network, in accordance with your broader business goals and audience. Pinterest: What makes Pinterest unique is its users, who are searching to find ideas for all parts of their lives. Learn more in our comprehensive guide to using Pinterest for business. One of the best ways to conduct successful market research is by creating audience personas for your customers. Therefore, your social content across all your channels should be no more than 20 percent promotional. With Hootsuite you can schedule up to 350 social media posts at once. Schedule content to free up more time for engagement Sharing relevant content is important, but it shouldn’t get in the way of the time you need to actively engage the audience. Find inspiration from successful brands and those in your space There’s no shame in using winning strategies on social that other brands have used to great effect. Want more social media tips and strategy to help grow your small business?
  • 20 Tips to Organically Market Your Brand on Instagram (Infographic)

    Image credit: Alexandra Iakovleva | Getty Images Instagram has proven to be the marketing platform of the future, catapulting many brands to new heights with millions of followers scrolling every day. Since the social media app allows companies to promote their brand without buying expensive and often ineffective ads, marketing is not only cheaper but feels more organic to consumers -- but only when done right. To market yourself or your brand on Instagram, there are many ways to get huge followings and user engagement without buying followers. Harnessing the platform’s digital tools, from hashtags to filters, develops a brand aesthetic and drives increased traffic to your profile. Instagram also boosts your brand’s visibility with tools to seamlessly share via other social media sites and interact directly with consumers through likes and comments. For more effective tips and tricks to market your brand best on this explosive platform, check out the infographic from Market Inspector below.
  • 20 Tips to Organically Market Your Brand on Instagram (Infographic)

    Image credit: Alexandra Iakovleva | Getty Images Instagram has proven to be the marketing platform of the future, catapulting many brands to new heights with millions of followers scrolling every day. Since the social media app allows companies to promote their brand without buying expensive and often ineffective ads, marketing is not only cheaper but feels more organic to consumers -- but only when done right. To market yourself or your brand on Instagram, there are many ways to get huge followings and user engagement without buying followers. Harnessing the platform’s digital tools, from hashtags to filters, develops a brand aesthetic and drives increased traffic to your profile. Instagram also boosts your brand’s visibility with tools to seamlessly share via other social media sites and interact directly with consumers through likes and comments. For more effective tips and tricks to market your brand best on this explosive platform, check out the infographic from Market Inspector below.
  • This Week in Content Marketing: Latest Content Marketing Spending Stats Hard to Believe

    PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes. In this week’s episode This week, Robert ponders the nature of “violent agreement.” We unpack the latest content marketing spending research – and debate whether or not we can actually believe it. Our rants and raves include building an audience, Snapchat, and the art of questioning; then we close the show with an example of the week on the Maxwell House Haggadah. The quick hits – Notable news and trends The deep dive – Industry analysis Rants and raves (42:26): Robert’s commentary: A wonderful Digiday post brought the concept of audience-based planning to Robert’s attention. It’s worth a read for its discussion on when and why to pivot, alone. I’d like to remind everyone out there that there’s a third course of action we should follow: Stop and question the information. Ask questions to help you understand the context, its drivers, and its possible implications, then make your informed evaluations of the information’s value and validity. This Old Marketing example of the week (54:15): Maxwell House Haggadah: If you’ve attended a Passover Seder at any time in the past 80 years, you’ve probably come across the Maxwell House Haggadah. In 1923, Jacobs convinced Maxwell House Coffee to invest in an advertising campaign targeting Jewish consumers.
  • Should My Business Bother To Have Social Media KPIs?

    Which Social Media KPIs Should I Measure? You can measure hundreds of different metrics on social media, but that being said, there are four main areas your social media KPIs should focus on: Reach Engagement Leads Conversions 1. You can measure your social media reach by tracking the following KPIs: Fans or Followers This is the most obvious social media KPI but still one to include. If you are running paid ads in Facebook, Twitter or LinkedIn then you will also be able to see the number of clicks to your website. Reach is a bit like the CPI (cost per impression) metric. It measures the “social” in social media. Comments Great content sparks conversation. These engagement metrics apply across most social media channels and make great KPIs. Here’s why: If your company is managing the whole funnel from marketing, then marketing is in control of the process. However, most funnels are split between marketing, customer service and sales.
  • This Psychological Trick Can Make You a More Empathetic Marketer

    As you know by now if you’ve followed my social media channels, I’ve been exploring the concept of empathic marketing over the past few weeks. I’ve dug into existing psychological and marketing research that relates to empathy, in an effort to understand and synthesize this concept for other marketers. All the research on empathy suggests that acknowledging another person’s pain is a cornerstone of building trust. Look for moments like these impacting your audience, and respond in a way that shows you hear and support them. This ad focused on four women of different races who thought they looked terrible in red lipstick (“it me”). Also, do the legwork to see if that person has made empathetic connections with the target audience. Do they validate your customer’s problems through their work? A small audience that feels heard can help your bottom line much more than a large audience that’s only somewhat engaged. The right influencer will make the audience care about your message over time through validation. Look no further than those Instagram accounts I can’t get enough of.
  • 25 LinkedIn Facts and Statistics You Need to Share

    Much snake oil and not enough authentic connecting. Weak ties and strong ties Whether it’s Twitter, Facebook or LinkedIn you can connect online with people that have a common interest on the other side of the world or around the corner. This is the weak tie connection. LinkedIn is a place where hundreds of millions of professionals from around the world hang out, connect and network. Want to learn how to be effective on LinkedIn? LinkedIn facts and statistics So what are some LinkedIn facts and what was also revealed when they announced their 3rd quarter results in 2014? This stat is up from 29 million a year before (This is a 45% increase in just 12 months ) Net revenue for the quarter was $568 million which is a big increase from the Q3 result in 2013 of $393 million 107 million users are in the USA alone LinkedIn’s user goal is 3 billion registered users Average time a user spends on LinkedIn is 17 minutes per month 25 million LinkedIn profiles are viewed every day One in three professionals on the planet are on LinkedIn You can increase your linkedIn views by 11 times by including a photo 41% of users visit Linkedin via mobile The average number of connections on Linkedin is 930 13% of millennials use LinkedIn LinkedIn’s percentage of social sharing is only 4% 39 million students and recent grads are on LinkedIn 56% of members are male 44% of members are female 30,000 long form posts are published on Linkedin every week 13% of LinkedIn users don’t have a Facebook account 59% of Linkedin users don’t visit Twitter LinkedIn users spend 26% of their time on LinkedIn using the mobile app Infographic source: Wearesocialmedia. How are you using LinkedIn? Free LinkedIn webinar for business success A few months back I held a webinar with Alex where he shared the 3-steps to LinkedIn mastery and how he’s used this system to achieve the results mentioned above. If you want to learn more about how to leverage LinkedIn effectively, Alex and I are running another FREE webinar this week.