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How Small businesses are influencing marketing automation?

How Small businesses are influencing marketing automation?

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Consumers spend a lot of time researching before making a buying decision offline. 37% shoppers state the retailers “get” them through the collective data gathered by varied ongoing campaigns through the social media. Ecommerce generation has come with latest offerings that make customer journey easier that are most crucial factors to keep customers and business attracted. According to C-suite executives four technologies will be the key for marketing successes in the future: a. Cloud computing and services, b. Mobile Solutions, c. IoT and d. Cognitive tools. Lets have a look at some of the marketing trends that are very specific to these four technologies that can be put to right use for enhancing the customer experience in your business:

  • Cloud computing and services (marketing automation) – Digital marketing processes involve a lot of steps that are time-consuming. Automation is a cloud-based service that helps to cut down the time on routine marketing tasks. Marketing automation guarantees perfection and optimization of business resource to give good customer experience.

Digital Marketing techniques

The Grey shade is for 2015 trends and Purple shade is for 2016-2017 trends. SmartInsights study reveals that marketing automation is the top priority for the year 2017; content marketing and big data will follow it. The bigger market players are using Salesforce and Marketo, small businesses can make use of affordable marketing automation tools like ConstantContact and GetResponse, designed for small businesses.

Getresponse1

Image Credit – GetResponse

GetResponse gives a unique customer experience with drag and drop workflow planner. With the use of this tool, small businesses can:

Create email-marketing workflow that will enhance UX.
Hosting information webinars.
Build high converting landing pages.
Conducting surveys for target audiences, their needs and expectations.
Integrating shopping cart in email workflow.
Get improvements by analyzing the data.
Utilizing advanced email-marketing features including tagging, scoring and segmenting.

  • Mobile solutions – 63% people make use of mobile few times every month to search for customer and product support. How their journey look like with your business? Have you made it easy to get help from you when they use mobile?

Software advice                          Image Credit: SoftwareAdvice

The common issues users face while finding customer support are:

Complex navigation through the website
Results after the search are not helpful
Loading time is slow
Website not searchable.

Providing online services or products to consumers would mean making it easy to get support through mobile device. One tool you can use is Zendesk’s Mobile Help Center application that makes your resources easily accessible form mobile devices:

Zendesk

  • Internet of Things – IoT allows online and offline connecting through the Internet. This idea is not too common with small-scale businesses hence if you implement it; it’s going to be a great booster against your competitors.

          What you can connect and synchronize to impact Customer experience journey?

Customer Experience Journey

                            Image Credit: KESolutions.Biz

Take example of Point Defiance Zoo and Aquarium in Tacoma – the ticket sales increased by a whopping 700% after implementation of analytics technology to combine offline and online marketing activities. The zoo is planning to come up with mobile ticketing in future, so visitors can “check-in” at exhibits there by improving the UX. Small retailers can make use of sensors monitoring the foot traffic and customer behavior in-store.  When all of these sales data are combined, great findings are emerged that have ability to influence UX.

A customer standing at the airport waiting for carousel to deliver his bag getting a light bulb moment thinks, of being notified by Bluetooth when the bag is about to arrive – is the perfect IoT thinking in action.

How can you combine sensors in an offline world to improve things for your customers or create new products or service offerings?

  • Cognitive Tools – Using the customer behavior to improve the experiences. Cognitive skills impersonate the way human brain works. It is a smart machine that acts and thinks like human. The tools that originate from cognitive computation can turn the data into powerful insights. Cognitive skills can be used by small businesses for analytics and predictions to access consumer data that gets created daily to understand and learn from it. The end result of this is to drive loyalty and build trust worth relationship with customers.

GeoffLivingston

                                                                Image Credit: GeoffLivingston

For example, do stores understand why a customer abandoned his online cart and do they have processes in place that will ease the customer to come back to store and complete the shopping?

A good example would be an eCommerce store using Marketing automation for tracking and analyzing user behavior on website. It then creates email workflow having conditions, filters that trigger to re-initiate the relation with customer through emails. The more salient of these is when businesses use cognitive tools for tapping into emotions of customers and delivering the experiences just at right time. IBM have suggested cognitive strategies to answer the following questions:

On who is the focus
Actions you want them to take
How they want to interact

Customer experience is one of the crucial marketing trends for 2017 and for the next coming years. The four technologies that will be key for marketing will be mobile solutions, cloud computing, IoT and cognitive tools. The smaller business can make best use of these trends by using automation tools, by introducing mobile desk solutions, combining offline sensors to the online world for better US, using cognitive tools based on UX that delivers best UX at the right time.

 

Watch out Instagram for Influencer endorsements

Watch out Instagram for Influencer endorsements

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Instagram is abuzz with new developments benefiting the brands with translucent approach. Instagram is all set to launch the new “Paid Partnership Tag” for sponsored content.

Instagram’s new feature is specifically targeted for influencers. The main objective for this feature is to let consumers know which posts are sponsored and which are not. It allows the influencers and brands to tag their partners who have paid to be featured in the posts.

The tag will mark the images clearly if they are paid and same for stories too. The influencers who use the tag feature will be able to track the insights that will allow both parties to check and track how the content is performing. Currently, the paid partnership tag is being rolled out to only selected few influencers, businesses and brands. The feature will be widely available to all in the coming months.

Instagrams-new-Partner-feature-

The new feature is a good step taken by Instagram in order to increase the transparency on the platform. It enforces the new rule placed by The Federal Trade Commission that will help clamp down misleading social media campaigns.

Nisha Arora, CMA’s Senior Director for Consumer Enforcement comment on this issue:

‘Social media personalities can have an important influence on people’s views, especially young people. It is therefore crucial that when people decide what to buy, they should not be misled by adverts on social media that read like independent opinions.’

Influencer-on-Instagram--550x400

Social Media celebrity status has increased tremendously and this has increased the amount of paid endorsements and brand collaborations. Influencers like Kardashian, Zoella, have over 100 million followers giving them humongous following and the audience influence. Many social media influencers and celebrities were warned last year since they failed to disclose that some of their shared posts were sponsored posts.

“Paid Partnership Tag” is one of the right moves taken by Instagram. It will create more transparency amongst the followers and consumers.

 

 

Top Google Adwords Conversion Rate chart

Top Google Adwords Conversion Rate chart

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The chart gives information on conversion rates in AdWords from AdWords management platform – Wordstream. If you are looking for paid search marketing, this chart will surely give you an idea of the conversion rates while making a business strategy. The different tests show you the rates that are very specific to the markets, the type of the keywords and the proposition.

average-conversion-rates-2016-adwords-550x699The above chart is published by Wordstream. The report is based on the US based Wordstream client accounts in different verticals; the total research was conducted with a sample of 2,367 clients. The different verticals represented a total of $34.4 million in the total Adwords Spend that were advertising on Google Adwords Search and Display networks in the Q2 2015. The different sectors covered includes Auto, Advocacy, B2B, Consumer Services, E-Commerce, Finance and Insurance, Employment services, Education, Dating and Personals, Health and Medical, Industrial services, Home Goods, Real Estate, Legal, Travel & Hospitality, Technology.

Conversion Averages for previous AdWords conversion rate data

All the results are true averages, the summary of previous recordings is stated below:

  1. Average conversion rate for search network in Q3 2012 was 5.63%
  2. Average conversion rate from display network in Q3 2012 was 4.68%
  3. Travel Industry had the lowest conversion rates
  4. Internet/Telecoms have highest conversion rates for search and display
  5. Display networks generate 5 times the volume of impressions but only 1/5 of the clicks compared to search network.
  6. According to Wordstream, it suggested an average of 2% to 5% paid search clickthrough rates for competitive industries and 5% click through rate for non-competitive industries slotting for top positions.

 

8 Tools to Spy on your Competitors

8 Tools to Spy on your Competitors

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Are you competent or feel that something is missing in your Business Marketing framework? If so, here is whirlpool of info that will help you go ahead with better and better results. Businesses that understand their customer pain points, know their target audiences and buyer personas are undoubtedly already doing well in marketing business game. But there is still something amiss here! And that is to thoroughly investigate how your competition is doing and how they do it. You will be glad to know that you can actually investigate what your competitors are doing by Spying on them. It doesn’t cost anything, in fact gives you a clue of what you should be doing.

One way is to analyze your competitors’ website by searching their backlinks, email marketing funnels, and research the kind of paid and organic search keywords they focus on. Given below are some of the tools that will help you spy on your competitors:

  • Sortd – If you are looking to check what is happening around you, it is presumed that you are doing best to stay on par with what is latest. But mind you, just a simple subscription to email marketing lists is not enough. You need to scatter your glances just everywhere you can think of. Subscribe to all email lists that includes cheat sheets, free ebooks, challenges and training. Study your competitors email sequences and cross-references that you are already doing. Evaluate every aspect of the product you like by checking on the material, quality, any weak points that you can improve on.
    The only demerit of this is that it may quickly fill up your inbox, you can use tools like Sortd that will help you streamline new subscriptions and alerts and also helpful in organizing to-do lists and follow-ups.
  • SEMRush – This is a very special tool that helps you research the keyword your competitors are already using. This tool helps you spy on your competitors’ blog posts, websites and ad keywords that help you study the best ones that are giving results. Choose the best one that will show you effective results for your company. SEMRush helps you find the keyword that is generating huge traffic. Scanning through all this information will help you craft the type of content that you need to write and target the markets.
  • Social Media – Social Media is the best tool that helps to see what your competition is up to. But there is something deeper than meets the eye and the layman users would not know about it. Scroll through the Twitter Feeds and Facebook pages, social mention uses the keywords that you may be looking for and it shows you the conversation that is going on in Social media and the way trends are moving.
  • Quick Sprout – The Competitor analysis tool from Quick Sprout helps to figure out the websites that are similar to yours. The information will help you to shape your strategy and the means to outreach them in search engine results. The tool also helps to gain insight on estimated traffic scores, SEO scores and Social Network Shares that show which businesses are and could be your competition.

Along with what is stated above, pay attention to speed scores. Almost 47% of users need faster load time of 2 seconds or less. 40% of users will abandon a website that takes more than 3 seconds to load. You need to really gear up if competitor’s website is running faster than yours.

  • Monitor Backlinks – The tool helps to check the links with your competitors. It helps to enhance your SEO thereby improving the search reach. Monitor Backlinks is a tool that helps to check the quality links that your competitor gets. This will give you the clue of which businesses would backlink your business or have an interest in your products or services. It is one of the best tools while conducting competitive link analysis.

Monitor Backlinks gives alerts when backlinks are posted to your own site, this is the best means to actively engage with the blogger, build relationships and share the content. You can also check if the backlinks are removed so that you can keep pace with ongoing changes in your marketing efforts.

  • Import.io – Data mining is one of the best means to get information on multiple things. Import.io is an important tool that is helpful in extracting the data from webpages and use the information for lead generation, price monitoring and market research. The benefit here is that you can extract and process the data from multiple URLs at the same time that will give you bigger picture idea of the competition.
  • Similar Web – Similar Web is the tool that helps to get a glimpse on the online marketing strategies that are being followed by your competitors. The Similar Web dashboard gives a view on referring sites, display advertising, search the traffic. The information will give you a better view of competitor’s monthly traffic estimates and the engagement, the tool helps to keep a track on organic and paid traffic.
  • LinkedIn – LinkedIn is a professional platform and can provide infinite information on competition businesses. Make use of follow-up feature that helps to keep tabs on competition and the postings that they do. The LinkedIn Pulse helps to find out information where they are blogging and information about their products or services. You can find all the information here that could benefit you.

 

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