Email is one of the most effective marketing channels, but because there’s almost infinite room for variety it can be difficult to determine what works for your business. Split testing can help you fine-tune your email strategy to maximize its effectiveness.
The social media universe is a big, big place, filled with many, many people (2.2 billion worldwide), some of whom you would love to have as customers. So how do you find the right ones and make them yours? Social media advertising is one way, but you can also build a robust social media audience just by knowing and interacting with your target audience. Here’s how.
Business-to-Consumer (B2C) marketers can build their brands with catchy slogans or buzzworthy campaigns. The branding process is more complex in the Business-to-Business (B2B) world—but every bit as important.
Your company probably has a mission statement, hopefully a brand personality and brand values, maybe a vision statement and a brand promise. But does it have a brand purpose? Increasingly, brand purpose is becoming a more important, and more common, way to set your business apart from the competition.
So you’re redoing your website, launching a blog, or refining your marketing message and you want to make sure your online content is up to snuff. Great idea! But you probably already have some content on your website—how do you determine what content you have and what needs to be updated or created? That’s where a content audit comes in. A content audit should be the first step in your content strategy, because you can’t know what you need until you know what you have.
A website redesign can be a game-changer for your business, but it can also take significant resources in time and money, so it’s not a decision to be made lightly. The average lifespan of a well-designed website is 3 to 7 years, but time alone shouldn’t be the main reason for a redesign. That decision should depend less on trends and more on whether your audience is effectively engaging with your site. Here are some good reasons to consider a website redesign and how to determine if they apply to you.
The first step into content marketing is often a blog. According to a 2016 study by the Content Marketing Institute, blogs are used by 81% of B2B companies and 77% of B2C. While blogs can be an extremely effective method of sharing information, connecting with customers, and driving traffic to your website, they aren’t the only way. Here are some other content formats to consider:
As little as five years ago, social media ads were a nonfactor in digital advertising, but with social media usage continuing to grow and social platforms refining their advertising options, social is becoming the hot place to be when marketing to specific audiences.
Are you maximizing the recruiting potential of your site? You can do a lot more than just post jobs and accept resumes. Using the right hiring strategies and website tools, you can transform your online application process into a robust engine to ensure you’re attracting qualified and enthusiastic talent.
Anyone who has done email marketing has agonized over the question of how often they should be sending emails. People do want to receive them—in a survey by MarketingSherpa, 60% of consumers said they wanted to receive updates and promotions via email, the most preferred method. But if you send too many, your customers might get annoyed and stop reading them or unsubscribe. Send too few and you could lose revenue and your customers’ attention. So what’s the right number?