3 Attention-Grabbing Content Marketing Tips to Be Thankful For

3 Attention-Grabbing Content Marketing Tips to Be Thankful For

We all know the problem: your readers are busy and their attention is hard to grab. People are multi-tasking, checking email on mobile devices, and powering through busy workdays. What is the savvy marketer to do? Here are three tips to help. 1. Keep it Classy Write relevant, quality content, and your readers are sure to respond. It may be easier said than done. However, when you take a close look at what your readers need to know, and respond by providing them with that information, you deliver on their needs. This cultivates brand awareness and helps generate leads. To get an understanding of what your clients really want to read, interview them. Select several key clients and ask them what kind of information they would like to be receiving from your firm. Conversations with your clients may help you brainstorm multiple topics from a single point. This type of direct client feedback is a valuable asset to your content marketing. 2. Invite Friends Guest blog post or newsletter articles from business partners can provide you with thought leadership pieces that your team won’t need to write. This is often a simple strategy because guest writers are often thrilled for marketing opportunities that help them get in front of new audiences. Often, these collaborations also open up opportunities for reciprocity, allowing you to reach new markets as well. Guest contributors offering meaty content can grab your readers’ attention. Think about your connections from conferences, industry events, trade shows, seminars and community events. Even your clients and ancillary service partners may make ideal contributors to your content marketing calendar. 3. Style...
3 Tips for Attracting and Managing New Leads

3 Tips for Attracting and Managing New Leads

If your company’s leads are being be generated largely by word of mouth and referral source connections, this may mean your strategy is only a passive effort. Implementing a solid plan behind your initiatives can help lead generation efforts gain momentum. Here are three digital marketing strategies that will help you consistently generate new business. 1. Nurture Your website, blog, email campaigns and social media marketing all work together to nurture your clients, prospects and referral sources. These access points help interested onlookers find you and give “tire-kickers” a feel for the benefits of connecting with your business. Take the following steps to move prospects from cold to qualified: Provide relevant and engaging content to your clients and prospects Amplify your content by allowing multiple access points to that content through your website resources, email and social media channels Include calls to action in your messaging Maintain consistent communications to create repetitive touch points Experiment with a fresh approach as needed – be willing to try something new 2. Monitor Set notifications that alert you when prospects click through on content that has a direct tie-in to your products and services. You will also need to keep an eye on the data being captured in your online marketing platforms’ reporting tools. If you don’t monitor the metrics behind your marketing efforts, you’ll never know who is responding to your messaging. You’ll also miss out on determining which content is garnering the most interest. Metrics and reporting pull double-duty by helping you connect with nurtured clients and prospects while also giving you a feel for what’s resonating with your audience....
Tips & Tricks for Inspired Marketing Articles

Tips & Tricks for Inspired Marketing Articles

What will fill your marketing editorial calendar in the months ahead? It can be daunting to lay out writing assignments for your marketing efforts, but it does not have to be. With a bit of forethought and planning, you can tap into writing inspiration on a regular basis. Who are you writing for? Your first step should always be to consider your audience. To really craft meaningful lead-generating content, you need to develop buyer personas. Lay out focused profiles of your target market audiences, and keep these personas in mind while crafting content. The goal is to keep your readers’ needs in mind while also keeping your firm’s growth goals in mind when you’re writing marketing content. What are your goals? Map out a hierarchy of what is most important to your firm when it comes to lead generation. Looking to generate more leads and grow your firm? Seeking to improve client retention and nurture relationships? Attempting to create more repeat business with existing clients?  Want to stand out in a competitive marketplace? Growing a base of brand evangelists? Why are you writing in the first place? Lead generation is the main purpose of your marketing content. It is important to consider your goals so you may begin building lead-generating content that has a pain/gain approach. Your articles should shine a light on your readers’ needs and provide a path toward solving pain points. Think about how your services or products could tie into an article and offer an obvious connection back to your firm for help. Focus on providing just enough relevant advice to give your prospects the confidence that...
Is This Your Situation? “My Newsletter Is Not Generating Enough New Business…”

Is This Your Situation? “My Newsletter Is Not Generating Enough New Business…”

According to the Direct Marketing Association’s 2013 study, email is the most effective channel for direct marketing. Business people prefer to stay in touch via email rather than social media. This puts a lot of pressure on crafting the right newsletter to appeal to customers. If you are finding that your newsletter is not resonating with new and existing customers, or that it is failing to generate any new business, then it is time to take a look at your newsletter’s metrics and input some better practices. “Email marketing produced above average lead conversions for 27% of marketers in 2013.” (Source: HubSpot) Metrics You Should Be Tracking • Email open rate: the percentage of people that received your newsletter who opened the email. • Click-through rate: the percentage of people who clicked on URL links based on how many people opened the email. • Bounce: emails that failed because of incorrect email addresses, etc. Additional Metrics That Provide Insight • Time of Month: when was the newsletter sent throughout the month? • Time of Day: you must have a consistent schedule, otherwise your open rates and conversions will be scattered and random. • Links with the most clicks: which links were clicked on the most? Once you have a handle on some of these basic metrics, you want to get more in depth and start calculating how, if at all, your newsletter is increasing business and making you money. Calculate Cost per Conversion Calculate how much it costs you to put together the newsletter and divide it by the number of conversions you received. This is also part of...