All posts by Tommy Lambert

How to Develop Buyer Personas for Your Digital Marketing Strategy

If you find yourself stumbling upon the topic of this article’s title one too many times, then you must ask yourself an important question: Is your marketing strategy static?

You are, by this point in your business, sure of the fact that you could be having much better results in every single aspect of it. But of course, you are now becoming more and more aware that you are, in fact, stuck in your business progress. It definitely is not a smooth process to become “unstuck,” but you have to take into account what you are really missing in your business strategy.

Have you ever wondered, before even posting about your business, who would be seeing it? It is actually the first thought you should consider before even creating a post. If you find yourself posting content all across the web hoping a potential customer will take a look and be awestruck by it, you are doing this wrong. You should know what your audience is all about. Their likes and dislikes, their timings of being active, and their most used apps should be at your fingertips at all times. You should know your target audience as well as you know your next-door neighbor. After all, it is your job to cater to their needs and demands, so being aware of their preferences is a good starting point to become unstuck.

You cannot create a digital market without knowing whom you’re creating it for. Therefore, the very first step in your marketing plan from now on should be to define your audience and create a buyer persona for them. You should know where you are going to be looking for such people because you know what they like and what they do not. Your focus is all on developing their personas and then following where they lead you to. Your plan for digital marketing is only going to be executed properly if you have developed these buyer personas.

So, let’s have a little rundown on what a buyer persona is. A buyer persona is a characterized image of your ideal consumer or a customer created by you based on real statistical data and a representation from your point of view. This buyer persona consists of information about the customer in the form of infographics, images and charts. Your representation of the buyer persona should include their activities, goals and motivations.

Based on the type of digital market you are involved in, you might need more than just one buyer persona to target for potential customers. Most businesses have around five buyer personas at one time. You as a business owner are required to be aware of your target audience’s needs and requirements at any stage. You should be able to understand and provide what they need at the right time. The buyer personas you develop help you to understand the demands and desires of your customers with clear communication. It is about having clear and resonating communication on both ends.

Now the question arises about how one can build up these buyer personas. Where should one start?

Listed below are a few ways to be followed in sequence in order to create the target consumer’s persona.

  1. Collecting data – Collecting data about your target audience must be the first thing on your agenda. It is basically like drawing out a composite sketch of your ideal customer’s traits, desires and interests. Make a list of all these things that involve your potential audience. This should enable you to better understand your target audience.
  2. Profile building – Once you have completed the data collection for your buyer personas, you can then go ahead and build the profiles. The data should be relevant to the profiles you create. You should not get stuck in minute and irrelevant details such as gender separation for B2B software products. The profiles must be clearly understood by your team.
  3. Prioritization of a certain profile – It is important to know when you may need to place more focus and intent on a certain profile for a certain product. Do it where necessary as it can end up being extremely beneficial, earning you a number of buys from one buyer persona.

 

Now that you have completed your profiles and created them based on your potential audience data, it is time to utilize them to their full potential. Start by seeking out communication with people who fit the descriptions of your persona categories and see how this changes your marketing strategy for the better.

Your key point in any content on your site is to always consider your buyer personas in all activities. This will create overall better content available on your site and make you appear genuine to your customers. Buyer personas help you to completely know what your target audience is all about and you should always be willing to use this for your digital market’s positive influence. You can use so many effective marketing strategies, and by adding these buyer personas into them you create a force that can help to overcome the “stuck” phase that you were in. It is beyond your imagination how much the buyer persona can create strong and healthy communication between you and your consumers or customers. This strategy brings a lasting audience and their understanding.

After reading this article, you are probably compelled to begin creating your very own buyer personas. There is nothing to hold you back, and while you are at it, also consider mashing up buyer personas with other marketing strategies to further utilize the benefits of this game plan. You, as a digital marketer, should always be on top of your strategic planning in the marketplace. Your main priority is getting to know your target audience and then doing your very best to cater to that knowledge of their needs and demands.

The Ultimate Guide to Lead Generation for B2B Companies

B2B marketers have a main goal in their company: to generate leads at a fast rate for their sales team. They list down all the details of their daily progress and work. Marketing in today’s world is no longer just about making a name for your brand; it has evolved to include meeting the needs of customers. It is not just about the work, but also about the results as well.

In short, lead generation is all about gaining attraction and interest from complete strangers and then converting them into people who have indicated interest and involvement in your company and its products. It is much like advertising in the sense that it converts someone who has no prior knowledge about your company into a customer. This is also what inbound marketing is all about. There are two types of leads: marketing qualified leads (MQL) and sales qualified leads (SQL). MQL are not always ready to purchase from you even if they are interested. On the contrary, SQL are always looking to purchase from you and request pricing and product demonstrations. These are the leads converted into customers by the sales team. These are the kinds of leads you should be actively looking for.

But you should not focus solely on the sales qualified leads because the quality of the leads is definitely much more important than quantity. It does not matter how many leads you are getting, what matters is how many of them are actively looking to purchase from you. You can only assess each and every lead carefully if your incoming leads are not overcrowded with hollow leads. The leads should be beneficial by being promising customers. Quantity is not as important as quality because with fewer leads, your team can easily assess them more effectively rather than how they would do it if the situation was the other way around. Hence, quality over quantity is your priority as a marketer.

Now, let’s take a look at how you can generate leads as a B2B company.

  1. Persona – Define and decide who you want to target. Make sure it aligns with your brand strategy and is finalized before the next step.
  2. Content – The next step is to create and manage content relevant to your choice of target audience. The content can be ebooks, webinars, podcasts, etc.
  3. Landing Page View – Your landing page where potential customers land after clicking on your links should be well-planned and should be laid out professionally.

These are a few ways you can generate leads by creating good management on your website. When it comes to how the potential customers will see you, it is more about how you present yourself and your company. Your focus should be on quality leads that can be converted into customers. This grows your business and puts you in a favorable spot to get even more potential incoming conversions. Your conversion rates go higher and higher with each and every click that you get from customers, therefore further improving your website stats.

Your goal with this approach is to care about your customers more than ever before. Inbound marketing works both ways. It provides a two-way communication between the customer and the marketer. It is essential to have this, as any area of concern should not be left without discussion. There should be a complete track of communication between the marketer and the customer to ensure every important topic of discussion has been covered.

With lead generation, you dispose of the old ways and transform your marketing as a company in new ways. You do not force your ideas and products onto people by interrupting them during their daily routines. Think of their convenience and yours as well at the same time. You do not put up commercials and ads between their activities, thereby enforcing a rather negative image of your brand. Instead, you focus on your product by making it so that potential customers are attracted towards it themselves. In this way, a positive image of your company is enforced naturally in the mind of the customer and you get a successful lead at your end. This creates a good relationship between you and your customers as there are no barriers of communication this way of marketing. Sales teams assess and communicate in the best ways possible with the potential customers to ensure total understanding and are thus able to provide a suitable product to the customer.

Along with this, lead generation also allows you to see who has visited your site even though they have never submitted a form on your website. You track every conversion on your site and its rates as well. You know by this what you need to improve and what needs to stay the same and be preserved. Your team can track records of all visitors and see a pattern of what type of customers buy from you and make a list of them. Then, they can make products that are best suited for such people and draw in even more customers as they know that this is the product that sells the most. This is a great technique that allows you to generate even more leads by learning about your previous customers by lead generation.

You can also partner up with social media influencers for many different reasons to generate more leads. The social media influencers have an interested, consuming following and an audience that takes direct influence from whatever the social media influencer does and says. Their words mean a lot to their followers, and hence, this can be to your advantage in partnering up with them. They can even give you tips and pointers on how you can achieve your goals with ease, how you can increase the number of your customers, and how to effectively advertise your brand. You can have them post about your product; this will result in you getting an increase in the number of sales in a very short period of time.

Is Inbound Marketing Right for Your Small Business?

If you have just started out your small business and are in the beginning stages of its progress and growth, you might end up finding yourself in a situation where your desired leads and conversion rates are not achieved. This is quite common for small startups. One great solution to solve such an issue is to learn inbound marketing and then apply it to your business. You should do research on how inbound marketing is different from your previously applied marketing methods. In doing so, you will learn why inbound marketing is good for small businesses.

Your first goal as a business owner is to target an audience and reach out to them. But here is how inbound marketing is different. It does not require you to reach out to customers; instead, it helps in a way that your customers reach out to you. This is highly effective in increasing conversion rates and site traffic in general. You should learn to benefit from this as this is much more efficient and convenient in the long run. It is more popular today than it has ever been before. It is relevant in this age with the increase of adblocking.

Another convenient benefit of this kind of marketing is that it does not even cost a lot of money. So, for small startup businesses, it is the ideal choice for marketing. Another benefit you can have from inbound marketing that traditional outbound marketing does not offer is that it always attracts those customers that are already interested and are ready to buy from you. You will not have to look through a ton of individuals to find a customer. Hence, inbound marketing is good for small businesses.

Effective Use of Analytics in Digital Marketing

When users come into contact with your content, they see it and interact with it. This is known as digital marketing. You always want to be able to measure your progress and see how well you are performing in the market. With traditional forms of marketing, there is little to no telling how well or badly you are doing. These traditional forms of marketing include posters, TV commercials, billboards, direct mail, etc. If you want to get better or want to know why your conversion rates and leads are not increasing, you need to bring analytics into your system. These analytics are a way to view all your conversion rates to see how can they improve if you want or need them to.

The main goal of any digital marketing website is to attract effective customers. Then, these customers make purchases on your website by signing up. They fill out various kinds of forms to get there, and they also provide phone numbers and pick them up too. The simplest form of analytics will help you to see what happens when a customer visits your site and when conversion starts. Basically, you get to know what the entire background procedure is all about on your website.

Whenever you get a customer, a data point is created, which allows you to learn through that customer’s information which people your digital marketing is influencing and which it is not. In this way, you get to know what to improve and what to preserve in your digital marketing through the help of data analytics. With data analytics, you get to see how many views and clicks your site gets, at what times of the day, and so much more. In conclusion, data analytics or web analytics are extremely effective in digital content marketing.

Improve Your Marketing Strategy with Consumer Analytics

Any kind of marketing strategy includes data-driven work from all the teams involved. The heart of marketing lies in the data. Consumer engagement is a direct way of telling whether your strategies are working or not. By utilizing the data, data-oriented marketers are given the opportunity to control the growth of their market, while also keeping in mind how crucial consumer feedback really is. All of this data can be analyzed by using analytical tools for digital marketing strategies. Consumer analytics give information about how your data is working and performing, and how you can improve it through consumer feedback.

In today’s global economy, data-driven markets are critical for rising to the top. The companies going with this flow are believed to be three times more likely to succeed in consumer engagement overall. Customer engagement begins when the number of leads increases on your site. The interaction must occur simultaneously on both ends, with both the parties hearing each other out. Your marketing strategy is to complete your branding demands while also providing your consumers with the best. In conclusion, consumer analytics helps you to assess data from your customers’ activity on your site and then make important decisions for your business.

Your first and most important step for improving your business must be to take into account all the possible interests of your customers, learning about their likes and dislikes and how active they are on your platform. Then, by analyzing this information gained from your consumer analytics, generate possible solutions that will be to your benefit. Always create content by keeping your customers in mind, as they are your viewers and your audience. Their opinion feeds your business, conversions and leads. Therefore, consumer analytics can help improve your marketing strategy in the aforementioned ways.

Content Marketing Best Practices in 2019 and Beyond

With content marketing becoming all the rage for business owners, it is hard to keep track of which practices work best and which do not. It is essential for content marketers to always be alert to how the market is expanding every day, and different customers need to be catered to in many different ways. To succeed, in short, one needs to stay at the top of their content marketing game. Just managing the content is not always enough, and there needs to be some extra effort made.

There are various ways to interact with your audience, but if you can interact with them in a genuine and trustworthy manner, you can win their loyalty and your business will start skyrocketing to success. You still need a new set of practices to keep up to that bar you’ve set, though. This article will provide information about practices that are unique and are sure to work in our modern age.

 

  1. Plan – You always need a plan for content marketing. Planning is the most essential tool for success. You need to keep track of your process. You need to plan your objectives, goals, target rates, interaction, and more. There is so much to keep up with in content marketing that without a plan, it’s pretty much impossible to stay on track. As a famous and well-worded quote goes, “A goal without a plan is a plan to fail,” so go on and plan right now!
  2. Originality – Always keep your content free from plagiarism. Unique, innovative and original ideas are a must for great content marketing.
  3. Audio Typing – Introduce audio-enhanced typing into your system and create convenience for your customers. This will make your marketing engaging.
  4. Branding – Tell the story of your brand and why it exists in a functional and professional way. Explain why you do what you do and who you do it for.
  5. Goal Digging – Do not be a gold digger, as it never turns out to be what you expected and is a turnoff. Instead, focus on serving your audience genuinely and work with all your heart and effort. That’s what we call goal digging, and it will pay off.

Best Digital Marketing Books for Small Business Owners

There is no doubt that reading does one’s mind a great favor in learning and understanding whatever it is one reads about. In business, it is crucial to gain knowledge from reading different books as it enhances one’s mind in learning from other people’s experiences in life regarding business and entrepreneurship. Books about business strategies provide insight on what works and what does not based off the experiences of these people. By learning from others in such a manner, one is always more cautious about making the same mistakes that the writers did. In short, it is a great idea to read business books as an owner of a small business.

In the world of digital marketing, there are so many books that you could read to improve your digital marketing strategies. You can find books dealing with any issue you might be facing. Technical problem solutions and productivity problem solutions are readily available to be learned in these books. This article gives you information on three books regarding digital marketing strategies and problem solutions. They are listed below.

  1. Blue Ocean Strategy by Chan Kim and Renée Mauborgne – This book enhances the way you plan your business and marketing strategy. It provides an innovative approach towards your marketing strategy, which is important for your marketing. It says how competition is completely irrelevant to creating your own individual success. It has a bright approach named the blue ocean strategy.
  2. Designing Brand Identity: An Essential Guide for the Whole Branding Team 4th Edition by Alina Wheeler – This book gives a five-phased approach to ace your branding game. It is crucial for marketers, designers and business owners looking for branding strategies.
  3. The Lead Machine: The Small Business Guide to Digital Marketing: Everything Entrepreneurs Need to Know About SEO, Social Media, Email Marketing and Generating Leads Online by Rich Brooks – This is an essential book for every small business owner out there doing digital marketing. It covers everything from SEO management to lead generation.

9 Unique Social Media Marketing Ideas No One Talks About

Social media marketing – Social Media is an everyday activity for most people. Therefore, it is considered to be the top marketplace for influencers and business owners. There was a time when the market was so small that one could easily come up with an innovative idea and get the targeted audience attracted and become successful. Over time, the social media market has become highly condensed with new ideas being introduced in the market every single day. It has become quite difficult to create and bring something new to attention of people on social media. This article will introduce you to nine bright ideas that are sure to make one’s success possible, and they are not talked about much at all. So, you can have a go at them right away.

 

  1. Take Requests – Always take your customer’s opinion as your top priority and ask them from time to time if there is anything they would like to see in your products or if there is something that can be improved. People love it when brand owners care for their customers. Use Instagram, Snapchat or Twitter to engage with your customers.
  2. BTS Videos – Customers love to watch how much effort is put into the product that they are considering buying. Post behind-the-scenes videos of your product manufacturing process. It creates interest in the customer’s mind and attraction in potential buyers.
  3. Employee Week – Have one of your employees take over your brand’s social media for a week. Have them show the audience what happens behind the scenes at the headquarters or the office, the product ideas, the customer care offices, and an overall tour of the place.
  4. Employee Questionnaire – Have an employee—or, rather, different employees—sit down and have a question-and-answer session weekly on your social media with the audience. This will help customers get to know the people behind the brand and feel personally connected with the brand itself.
  5. Collaborate – Collaborate with another brand and partner up to have both brands’ employees on both brands’ social media. This will play the role of sponsorship as well as even more interaction with the audience.
  6. Challenges – Holding weekly challenges like ‘hashtag squad,’ scavenger hunts, and this or that can really help get customers involved.
  7. Employee Recommendations – Have your staff recommend products as their opinions have a direct influence on the customers.
  8. Image Submissions – Take image submissions of your products from your customers to have a positive impact on them. This will make them aware that you appreciate their love for your product.
  9. Birthday Sale – Hold a special big sale on your brand’s birthday—that is, the day it was created. It will make customers look forward to that day.

9 Best Analytics Tools for Your Digital Marketing Campaigns

Analytical data and tools help you to measure the progress, process, and development of your digital marketing campaigns. You can use analytical data tools to improve several factors on your site, including conversions, leads, interaction rates with customers, advertising strategies, branding, and more. The analytical approach to solutions for digital marketing allows the site owner to analyze and thus improve the user’s data, online activity and app usage. Digital marketing can be done in various ways, but how your users are using your site and how you can improve your performance depends on your utilization of analytical tools for digital marketing success.

This article will tell you about 9 of the best analytics tools for your digital marketing campaigns.

  1. Google Analytics – This is perhaps the most commonly used analytics tool. It gives you information about the user data, usage, app activity, and more. You can then optimize the app and improve your website based on the data you got. It is extremely helpful to improve your marketing strategies.
  2. Google AdSense – Google is once again on the list for best digital marketing analytics tools. With AdSense, you get to track how your ads are performing on every webpage you plotted them on.
  3. Zoho Social – This application is all about improving the online presence. It allows you to manage multiple social media accounts at once and preschedule your posts on them to better your online presence.
  4. Salesforce Wave Analytics – This is a customer relationship management (CRM) application that uses the cloud system for computing. Its aim is to convert data into sales.
  5. Flurry Analytics – There is an app to see how your campaign is doing in the market. Flurry analytics powered by Yahoo allows you to do just that.
  6. Hootsuite – Hootsuite allows you to measure and analyze your social media traffic, schedule posts and much more. It also has a Hootsuite Directory with over 50 extensions. It offers a free and a premium version for special benefits like customer interaction on posts.
  7. Klout – This is yet another analytical tool used popularly among digital marketers. It allows you to see in-depth how many people viewed and liked your posts to then help you do better.
  8. Buffer – Buffer lets you manage all your social media activity in one place with convenience and ease.
  9. HubSpot – This app provides digital marketers all they need to analyze marketing campaigns on a single platform.

7 Amazing Benefits of Inbound Marketing Compared to Outbound Marketing

There is no doubt that there exists a huge difference between the way that inbound marketing and outbound marketing work. According to the new consumers and creators, outbound marketing is a thing of the past. The traditional culture of mail, TV commercials and billboards for marketing purposes is not on par with how fast and effective inbound marketing is. Outbound marketing is not as popular as it used to be for various reasons. It is not fast and effective like inbound marketing. Inbound marketing is beneficial for reasons that are not present in outbound marketing.

If you are a digital content marketer, or a business owner in general, you should definitely be aware of how both these kinds of marketing categories work in order to use one for your best interest. It is important to be aware of their functions as they will have a direct influence on your website’s progress. Inbound marketing basically uses search engine optimization, content marketing, blogs, and other similar outlets to improve your conversions and leads. Now that we have a basic knowledge about what these types of marketing are capable of, it should obvious that inbound marketing is in fact better than outbound marketing.

Listed below are seven amazing reasons why inbound marketing is better than outbound marketing.

  1. Inbound marketing is cost-friendly as it does not cost a lot of money. That’s one reason it is great for startups.
  2. It places clients in such a position where they make decisions about the marketing and hence promote interaction.
  3. It is relevant and is based on relationship-building between the owner and customers.
  4. It never disappoints you by being irrelevant and only shows content on your approval.
  5. The content is continuous and lasts for a period of time after it is downloaded once.
  6. It saves time by being efficient and fast-paced. It works on a network connection that can be adjusted according to your needs.
  7. Lastly, inbound marketing allows two-way communication between a business owner and their customer.