London SEO Services specialising in driving traffic to your website and getting you top rankings, Why not sign up for a free no obligation SEO review today.
smp, the London-headquartered commerce marketing agency, today announces two new specialist appointments to its Amazon team, to support the agency’s ongoing international growth. Bella Bui has been appointed Media Buyer, with Febby Mpundu appointed Content Specialist.
Following a series of new business successes in the tech sector, the new appointments will bolster smp’s dedicated Amazon team established earlier in the year.
Headed up by smp’s Head of Planning, Chris Cooper, the Amazon team, which also includes dedicated Amazon account managers and data analysts, will continue to support clients’ growing Amazon demands. Its focus is on using Amazon Advertising tools to reach and influence shoppers at every stage of the purchase journey, from discovery and search through to purchase.
As a result of this growth, the agency today moves from its Charlotte Street offices, which have been the agency’s home for over a decade, to Aviation House in Holborn. The move allows smp to accommodate the expanding team and focus on growing its eCommerce offering and Amazon expertise, still within touching distance of some of the best shopping streets in the world.
Managing Director, Chris Carter added: “It’s a very exciting time for smp, thanks to new business wins and the growth of the Amazon side of our business. We needed to boost our specialist team to meet demand and are very happy to welcome Bella and Febbi on board. We’re looking forward to continued growth and further strengthening our offering in delivering solutions for an ever-evolving shopper journey.”
Nowadays, writing a letter can seem completely archaic. I mean, do people even send mail anymore or do they only communicate through email and messaging?
In the business world, letters are actually still crucial for collaboration. To convince someone to offer you a job, you need to write them a compelling cover letter. And to persuade someone to speak at your company’s event, you need to write a gripping pitch.
A lot of professionals overlook the importance of writing high-quality business letters because they seem outdated. As a result, most people don’t actually know how to write one.
Fortunately, if you're in the same boat, we've got you covered. Below, we'll teach you how to craft a persuasive business letter for any purpose and situation.
How to Format a Business Letter
Write the date and your recipient's name, company, and address.
Choose a professional greeting, like “Dear,”.
Craft a compelling introduction.
State your intent in the letter’s body text.
End your letter with a strong call-to-action.
Choose a professional closing, like “Sincerely,”.
Physically sign the letter with your signature.
Type your name, address, phone number, and email address.
To teach you how to write a business letter in more detail than the snippet above, let's take a look at a letter I wrote to Dharmesh Shah, HubSpot’s CTO, when I was a wide-eyed college student trying to convince him to speak at my school.
I’ll analyze the most important parts of my letter -- the introduction, body text, and call-to-action -- and explain how and why they can strengthen your own business letters.
Business Letter Example
October 1, 2016
Dharmesh Shah
HubSpot
25 First Street,
Cambridge, MA 02141
Dear Mr. Shah,
When my freshman year of college ended, I was fortunate enough to work as a digital marketing intern at a startup called SlideBatch. They were introducing a new content marketing tool to the market, and my job was to apply that tool to their clients’ social media marketing campaigns and prove that SlideBatch was an effective marketing solution. I was so excited to get to work, but I had one small problem. I didn’t know what content marketing was. So, I did some research on the Internet and discovered HubSpot’s Marketing blog.
Fast forward a year and half, and I’m still reading HubSpot’s Marketing blog and leveraging its insights at my third digital marketing internship. Reading your blogs changed my life. I entered college believing financial advising was my destiny. But, after learning about HubSpot’s inbound marketing philosophy -- how helping people is the ultimate way to increase brand trust and engagement -- I was hooked. Shortly after my internship with SlideBatch ended, I decided to pursue digital marketing instead of financial advising. I’ve haven’t looked back since.
HubSpot’s influence on my life is the reason I’m writing to you today. I’m certain if you spoke at my school, DePauw University, about your life, HubSpot, and the inbound marketing philosophy, there would be hundreds of undecided students who start pursuing digital marketing. I know this because DePauw’s McDermond Speaker Series is one of the best platforms for business leaders to showcase their passion for their industry, company, and work. Brad Stevens of the Boston Celtics, Angie Hicks of Angie’s List, and Bill Rasmussen of ESPN have all successfully used the McDermond Speaker Series to inspire the world’s next generation of business leaders, and I know you could, too.
We would be honored if you spoke at our school. Thank you for your time and consideration, and we look forward to hearing from you!
Sincerely,
Clifford Chi
313 South Locust St.
Greencastle, IN 46136
555-555-5555
cliffordchi@aim.com
Introduction (first and second paragraphs)
To instantly grab Dharmesh’s attention and entice him to read the rest of my letter, you'll notice I didn’t lead with the standard "I’m writing to you today because…” introduction. Instead, I engaged him with a story about how I discovered HubSpot and how his company changed my life. I thought this would strongly resonate with him because I assumed, as a co-founder of HubSpot, he would love to see how his life’s work has benefited others.
In your own business letters, you don’t necessarily need to tell a story to immediately hook your reader and persuade her to read on. But you should definitely describe how she’s made an impact on your life. This is what will truly grab and hold her attention.
Body text (third paragraph)
After my introduction, I swiftly segued into why I was writing to Dharmesh -- to ask him to speak at my school. Personal anecdotes are an effective way to engage readers, but I’d lose Dharmesh’s attention if I didn’t cut to the chase.
Once I stated my letter’s intent, I quickly pitched the benefits of speaking at my school and bolstered the reputation of my school’s speaker series. By emphasizing how speaking at my school could inspire hundreds of students to pursue digital marketing and highlighting the group of impressive speakers Dharmesh could join, I focused on the dividends he would reap from being a McDermond Series Speaker, rather than how my school would benefit from his guest appearance.
So whether you’re trying to convince someone to hire you or speak at your school, you must first persuade your reader that doing what you ask of them will ultimately benefit them and be in their best interest.
Call-to-action (fourth paragraph)
In my last paragraph, I politely ask Dharmesh to speak at my school again. Even though I already asked him this earlier, it's important I end my letter with a clear next step. It packs more of a punch and crystalizes the desired action in his mind.
Strong call-to-actions are a crucial element of a persuasive business letter. Because if you don't tell your reader what to do next, you might as well have never written your letter in the first place.
from Marketing https://blog.hubspot.com/marketing/how-to-write-business-letter
Unfortunately, this talent shortage is only worsening -- research by Korn Ferry predicts by 2020, the technology, media, and telecommunications industries alone could be short over one million skilled workers globally.
To succeed long-term, it's critical your business is able to hire and retain the best, most talented employees. But it's a daunting task, which is why you need a talent acquisition strategy.
Talent acquisition vs. recruitment
Recruitment is used to fill a specific role with a qualified candidate, and is typically a short-term strategy to fill a vacancy. Talent acquisition, on the other hand, is a long-term HR strategy meant to attract the best, most qualified people and convince them to bring their unique skills to your company. Talent acquisition aims to attract talent regardless of specific vacancies.
Your pursuit of top talent shouldn't solely rely on traditional, short-term recruitment strategies like sending LinkedIn messages or attending Job Fairs. To ensure top talent acquisition and retention, you'll need to devise a strategic long-term plan.
Here, we've cultivated four critical talent acquisition strategies to ensure you're finding the best people.
Talent acquisition
Talent acquisition is a long-term HR strategy that aims to fulfill organizational needs by finding top talent, and convincing them to bring their unique skills to your company. To succeed long-term, it's critical you attract and retain talented employees regardless of vacant roles. Talent acquisition can help you do this, while solving for long-term organizational needs.
1. Align with your business goals.
Consider your business goals for the next one to five years, and use those objectives to tailor your acquisition strategy to meet those needs. While recruitment tends to focus on filling vacancies within departments, talent acquisition is more about considering how your company is going to expand long-term, and then finding employees who can help take you there.
For instance, are you planning on expanding into Latin America? If so, perhaps your HR department should focus on attracting candidates with international or regional experience. Or, maybe you're planning on creating a new product, in which case, your HR efforts should focus on attracting talented software developers and coders.
Certain roles might not even exist yet, but you'll want to consider what type of talent you'll need to hit your business's long-term goals. Remember, investing in the right candidates will pay off for your company, long-term.
2. Use data and marketing to create better acquisition material.
You wouldn't create a marketing campaign without data, so why should you recruit without it?
Talent acquisition should be treated with just as much importance as any of your marketing campaigns. Convincing people to join your company is just as necessary as incentivizing people to buy your products.
There are plenty of different opportunities to use data to strengthen your talent acquisition strategy. For instance, you might use data to figure out where your top talent came from, and use that information to focus your talent acquisition efforts on certain academic programs or professional networking sites.
Additionally, your HR team should partner with your marketing department to refine job descriptions, career pages, emails, and more.
Using data, you can figure out if certain questions are deterring candidates from filling out job applications, and eliminate those questions. Alternatively, perhaps you'll find adding images or videos to highlight company culture incentivizes more candidates to fill out job forms. Or, maybe more candidates apply for a job with description A over description B.
By using analytics and data, you're able to ensure your job descriptions and career pages aren't deterring qualified people from applying.
3. Expand outreach strategies.
To find better talent, you'll need to expand your sourcing strategies. Different skill sets require different methods of outreach. You'll find your best marketers in a different place than your best programmers, so you'll want to diversify your sourcing approach.
Rather than spending all your time on LinkedIn, consider other specialized job boards, academic programs, or networking events where you might find a specific group of talented professionals. For instance, to attract talented coders, Deloitte's recruiters attended a hackathon and found prospective candidates.
It's critical you identify where you can find the vast majority of your top talent, whether that be professional events, conferences, online forums, or social networks. Then, focus on strengthening relationships and networking with the right people -- not only will you grow your pool of potential hires, but you'll also grow brand awareness for your company, which will help you attract talent in the future, as well.
4. Focus on better employer branding.
Employer branding is critical for creating a successful talent acquisition strategy -- in fact, 62% of professionals across 26 countries rank employer brand as the deciding factor when applying for a job.
When talented candidates are comparing companies, they're going to choose the one with the best values, culture, and work-life balance. By cultivating an impressive employer brand, you'll attract better talent and find more long-term success.
To succeed with talent acquisition, you'll need to be able to answer the question, "Why your company, over all the others?" This is why employer branding is a critical strategy for finding the best employees.
Consider how you can reframe your branding to focus on the best aspects of your company's values and culture. It isn't just about mentioning health benefits or compensation -- you'll also want to convey your impressive company culture, in which employees collaborate efficiently and enjoy spending time with one another. You might mention your flexible remote policy and other work-life balance perks, or your company's emphasis on growth opportunities.
It's important you broadcast these unique attributes through employee review sites like Glassdoor, as well as your "About Us" page on your company website. When highly qualified people are contemplating your company over your competitors, it just might be those reviews that end up convincing them.
from Marketing https://blog.hubspot.com/marketing/talent-acquisition
There's no question that, in the modern landscape, a big part of your marketing strategy is digital. Consumers and businesses alike are almost always online -- and you want to be able to reach them and observe their behavior where they spend the most time.
But when you're growing a business, it seems like this ever-evolving landscape can quickly become overwhelming. There's already enough to do -- how are you also supposed to create, fine-tune, and maintain an agile digital marketing strategy?
We've compiled a list of seven digital marketing strategies that marketers can adapt to help their teams and businesses grow, as well as a crash course on the meaning of digital strategy and marketing campaigns. Then, grab your free collection of digital content marketing templates at the end of this post.
What is digital marketing strategy?
Your digital marketing strategy is the series of actions that help you achieve your company goals through carefully selected online marketing channels. These channels include paid, earned, and owned media, and can all support a common campaign around a particular line of business.
The term "strategy" might seem intimidating, but building an effective digital strategy doesn't need to be difficult.
In simple terms, a strategy is just a plan of action to achieve a desired goal, or multiple goals. For example, your overarching goal might be to generate 25% more leads via your website this year than you drove last year.
Depending on the scale of your business, your digital marketing strategy might involve multiple digital strategies -- each with different goals -- and a lot of moving parts. But coming back to this simple way of thinking about strategy can help you stay focused on meeting those objectives.
Despite our simplification of the term "strategy," there's no doubt it can be difficult to get started actually building one. Let's see what a digital marketing campaign looks like, and then, we'll jump into those seven building blocks to help you create an effective digital marketing strategy to set up your business for online success.
What Is a Digital Marketing Campaign?
It's easy to confuse your digital strategy with your digital marketing campaigns, but here's how to distinguish the two.
As we've already outlined, your digital strategy is the series of actions you take to help you achieve your overarching marketing goal. Your digital marketing campaigns are the building blocks or actions within your strategy that move you toward meeting that goal.
For example, you might decide to run a campaign sharing some of your best-performing gated content on Twitter, to generate more leads through that channel. That campaign is part of your strategy to generate more leads.
Here a few other well-known examples of digital marketing campaigns and the strategies they employ.
Digital Marketing Campaign Examples
GoPro
Delta Airlines
Geico
Wayfair
Mastercard
ETF Securities
Red Bull
1. GoPro
Digital strategy: Earned media, user-made video
GoPro is famous for its incredible point-of-view style action footage, all taken from the company's classic fisheye lens. What you might not know is that so much of the video content you see on its YouTube channel wasn't made by GoPro, but rather by its most loyal users.
By populating its YouTube channel with user-made video content, GoPro has encouraged an entire fanbase of outdoorspeople to take amazing footage of their adventures and post it online -- often with credit back to GoPro. This ongoing digital marketing campaign has championed the use of video to spread the word about the GoPro product line -- and a lot of the content is created by the customers themselves.
Check out the video below, which GoPro republished, awarding the video's original shooter with being one of the best videos in its category.
2. Delta Air lines
Digital strategy: Owned media, Twitter stories
You wouldn't think of an airline as a leader in creative digital marketing, but don't underestimate the stories they can tell on social media (emphasis on "stories").
Delta Air Lines is a prolific user of social media, specifically on its Twitter handle. The brand uses this account to engage potential passengers in a variety of ways that are both timely and emotionally stimulating. Last month, in honor of Breast Cancer Awareness Month, the company began sharing personal stories from Delta employees directly through the company's Twitter feed. Here's the beginning of one story's thread, below.
In honor of Breast Cancer Awareness Month, we’re sharing the stories of the survivors and fighters of our Delta family.
Amanda Ross, a Customer Care Supervisor, has been a Delta employee for 13 years and is actively fighting breast cancer. Read about her battle below. pic.twitter.com/WSp6ZyBw36
All you need to hear is the word "Geico" to remember you can save 15% or more on your car insurance. But even a company with such a memorable tagline can risk annoying its buyers if its marketing campaign is too longwinded.
That's why Geico launched a series of preroll ads on YouTube that admit to the ad's brevity in the videos themselves.
Preroll ads are a form of paid content on YouTube wherein you pay YouTube to roll 15- to 20-second ads ahead of videos that have the same audience as the advertiser. While some companies try to squeeze as much messaging as they can into that short slot, Geico has taken the opportunity to make fun of itself for taking up your time in the first place. In this way, its YouTube preroll commercials are actually entertaining. Check out one of them below.
4. Wayfair
Digital strategy: Owned media, Instagram tags
Wayfair, a home furnishings and decor merchant, has a truly innovative Instagram strategy. Let's just say its photos aren't just photos.
Instagram gives companies an opportunity to show their followers a more intimate side of the brand, lifting the curtain on the business to show off the employees and events that make the organization what it is. For Wayfair, however, Instagram isn't just a culture play -- it's a purchase page.
Using Instagram's product tags, Wayfair has taken some of its prettiest home interior shots on Instagram, and tagged them with product and price labels. It's a digital marketing campaign that shows people exactly how much each item in the photo costs, helping Wayfair generate buyers right from its Instagram account. Check out an example, below.
5. Mastercard
Digital strategy: Owned media, Travel blog
Mastercard bases its brand on the stories and adventures that cardholders go on. But what good is a travel-based brand without a travel-based digital marketing campaign to go with it?
Priceless Cities, Mastercard's travel blog, gives readers a travel resource to go along with the credit cards that help pay for these readers' destinations. It's a pretty good idea, as it allows the company to better align itself not just with the things its customers buy, but with the places its customers go. Check out the blog here.
6. ETF Securities
Digital strategy: Paid media, LinkedIn Sponsored Content
ETF Securities is a small, asset management service based in Australia catering to wealth managers and investors in Europe. Because the service they provide is so complex, the company found where its customers hung out the most -- LinkedIn -- and sponsored paid content on this platform that drives more interest in investments and helps customers make smarter financial decisions.
With this digital campaign, ETF Securities saw 95% year-over-year growth in its LinkedIn followers.
7. Red Bull
Digital strategy: Owned media, Lifestyle news
Red Bull has become more well known for its sponsorship of extreme sports than the energy drink it sells. It's a natural fit for the types of people the drink appeals to. But instead of creating digital content on the energy drink industry, Red Bull captures its audience with articles and videos all about the latest happenings in the extreme sports community.
In this digital marketing campaign, Red Bull teaches us that what you sell isn't always the ideal content strategy. Rather, it's the lifestyle that your customers live. Check out the company's website here.
It's important to note that even if a campaign runs over the course of a couple of years, it doesn't make it a strategy -- it's a tactic that sits alongside other campaigns to support a larger marketing strategy. For example, ETF Securities (cited above) hosted a campaign to increase its followers on LinkedIn, using the digital strategy of sponsored content (a form of paid media). This one strategic campaign might be one small part of a larger digital marketing strategy that serves to generate more leads for one of its products or business lines.
Now that we've gotten to grips with the basics of digital strategy and digital marketing campaigns, let's dig into how to build your strategy.
How to Create a Digital Marketing Strategy
Build your buyer personas.
Identify your goals and the digital marketing tools you'll need.
Evaluate your existing digital channels and assets.
Audit and plan your owned media campaigns.
Audit and plan your earned media campaigns.
Audit and plan your paid media campaigns.
Bring it all together.
1. Build your buyer personas.
For any marketing strategy -- offline or online -- you need to know who you're marketing to. The best digital marketing strategies are built upon detailed buyer personas, and your first step is to create them. (Need help? Start here with our free buyer persona kit.)
Buyer personas represent your ideal customer(s) and can be created by researching, surveying, and interviewing your business's target audience. It's important to note that this information should be based upon real data wherever possible, as making assumptions about your audience can cause your marketing strategy to take the wrong direction.
To get a rounded picture of your persona, your research pool should include a mixture of customers, prospects, and people outside your contacts database who align with your target audience.
But what kind of information should you gather for your own buyer persona(s) to inform your digital marketing strategy? That depends on your businesses, and is likely to vary depending on whether you're B2B or B2C, or whether your product is high cost or low cost. Here are some starting points, but you'll want to fine-tune them, depending on your particular business.
Quantitative (or Demographic) Information
Location. You can use web analytics tools like Google Analytics to easily identify what location your website traffic is coming from.
Age. Depending on your business, this may or may not be relevant. It's best to gather this data by identifying trends in your existing prospect and customer database.
Income. It's best to gather sensitive information like personal income in persona research interviews, as people might be unwilling to share it via online forms.
Job Title. This is something you can get a rough idea of from your existing customer base, and is most relevant for B2B companies.
Qualitative (or Psychographic) Information
Goals. Depending on the need your product or service was created to serve, you might already have a good idea of what goals your persona is looking to achieve. However, it's best to cement your assumptions by speaking to customers, as well as internal sales and customer service representatives.
Challenges. Again, speak to customers, sales and customer service representatives to get an idea of the common problems your audience faces.
Hobbies and interests. Speak to customers and people who align with your target audience. If you're a fashion brand, for example, it's helpful to know if large segments of your audience are also interested in fitness and well-being, as that can help inform your future content creation and partnerships.
Priorities. Speak to customers and people who align with your target audience to find out what's most important to them in relation to your business. For example, if you're a B2B software company, knowing that your audience values customer support over a competitive price point is very valuable information.
Take this information and create one or more rounded personas, like Marketing Molly below, and ensure they're at the core of your digital marketing strategy.
2. Identify your goals and the digital marketing tools you'll need.
Your marketing goals should always be tied back to the fundamental goals of the business. For example, if your business's goal is to increase online revenue by 20%, your goal as a marketer might be to generate 50% more leads via the website than you did last year to contribute towards that success.
Whatever your overarching goal is, you need to know how to measure it, and more important, actually be able to measure it (e.g., have the right digital marketing tools in place to do so). How you measure the effectiveness of your digital strategy will be different for each business and dependent on your goal(s), but it's vital to ensure you're able to do so, as it's these metrics which will help you adjust your strategy in the future.
If you're a HubSpot customer, the Reporting add-on in your HubSpot software brings all of your marketing and sales data into one place, so you can quickly determine what works and what doesn't.
3. Evaluate your existing digital channels and assets.
When considering your available digital marketing channels or assets to incorporate into your strategy, it's helpful to first consider the bigger picture to avoid getting overwhelmed. The owned, earned, and paid media framework helps to categorize the digital 'vehicles', assets, or channels that you're already using.
Owned Media
This refers to the digital assets that your brand or company owns -- whether that's your website, social media profiles, blog content, or imagery, owned channels are the things your business has complete control over. This can include some off-site content that you own, but isn't hosted on your website, like a blog that you publish on Medium, for example.
Earned Media
Quite simply, earned media refers to the exposure you've earned through word-of-mouth. Whether that's content you've distributed on other websites (e.g., guest posts), PR work you've been doing, or the customer experience you've delivered, earned media is the recognition you receive as a result. You can earn media by getting press mentions, positive reviews, and by other people sharing your content on social media, for instance.
Paid Media
Paid media is a bit self-explanatory in what its name suggests -- and refers to any vehicle or channel that you spend money on to catch the attention of your buyer personas. This includes things like Google AdWords, paid social media posts, native advertising (like sponsored posts on other websites), and any other medium for which you directly pay in exchange for visibility.
Gather what you have, and categorize each vehicle or asset in a spreadsheet, so you have a clear picture of your existing owned, earned, and paid media.
Your digital marketing strategy might incorporate elements of all three channels, all working together to help you reach your goal. For example, you might have an owned piece of content on a landing page on your website that's been created to help you generate leads. To amplify the number of leads that content generates, you might have made a real effort to make it shareable, meaning others are distributing it via their personal social media profiles, increasing traffic to the landing page. That's the earned media component. To support the content's success, you might have posted about the content to your Facebook page and have paid to have it seen by more people in your target audience.
That's exactly how the three can work together to help you meet your goal. Of course, it's not compulsory to use all three. If your owned and earned media are both successful, you might not need to invest in paid. It's all about evaluating the best solution to meet your goal, and then incorporating the channels that work best for your business into your digital marketing strategy.
Now you know what's already being used, you can start to think about what to keep and what to cut.
4. Audit and plan your owned media campaigns.
At the heart of digital marketing is your owned media, which pretty much always takes the form of content. Every message your brand broadcasts can generally be classified as content, whether it's your 'About Us' page, your product descriptions, blog posts, ebooks, infographics, or social media posts.
Content helps convert your website visitors into leads and customers, and helps to raise your brand's profile online -- and when it's optimized, it can also boost any efforts you have around search/organic traffic. Whatever your goal, you're going to need to use owned content to form your digital marketing strategy.
To build your digital marketing strategy, you need to decide what content is going to help you reach your goals. If your goal is to generate 50% more leads via the website than you did last year, it's unlikely that your 'About Us' page is going to be included in your strategy -- unless that page has somehow been a lead generation machine in the past.
It might more likely that an ebook gated by a form on your website drives far more leads, and as a result, that might be something you want to do more of. Here's a brief process to follow to work out what owned content you need to meet your digital marketing goals:
Audit your existing content.
Make a list of your existing owned content, and rank each item according to what has previously performed best in relation to your current goals. If your goal is lead generation, for example, rank them according to which generated the most leads in the last year. That might be a particular blog post, an ebook, or even a specific page on your website that's converting well.
The idea here is to figure out what's currently working, and what's not, so that you can set yourself up for success when planning future content.
Identify gaps in your existing content.
Based on your buyer personas, identify any gaps in the content you have. If you're a math tutoring company and have discovered in your audience research that one of your persona's biggest challenges is finding interesting ways to study, but you don't have any content that speaks to that concern, then you might look to create some.
By looking at your content audit, you might discover that ebooks hosted on a certain type of landing page convert really well for you (much better than webinars, for example). In the case of this math tutoring company, you might make the decision to add an ebook about 'how to make studying more interesting' to your content creation plans.
Create a content creation plan.
Based on your findings and the gaps you've identified, make a content creation plan outlining the content that's necessary to help you hit your goals. This should include:
Title
Format
Goal
Promotional channels
Why you're creating it (e.g., "Marketing Molly struggles to find time to plan her blog content, so we're creating a template editorial calendar")
Priority level (to help you decide what's going to give you the most "bang for your buck")
This can be a simple spreadsheet, and should also include budget information if you're planning to outsource the content creation, or a time estimate if you're producing it yourself.
5. Audit and plan your earned media campaigns.
Evaluating your previous earned media against your current goals can help you get an idea of where to focus your time. Look at where your traffic and leads are coming from (if that's your goal) and rank each earned media source from most effective to least effective.
You can get this information from tools like Google Analytics, or the Sources Reports in your HubSpot software.
You might find that a particular article you contributed to the industry press drove a lot of qualified traffic to your website, which in turn converted really well. Or, you might discover that LinkedIn is where you see most people sharing your content, which in turn drives a lot of traffic.
The idea here is to build up a picture of what earned media will help you reach your goals, and what won't, based on historical data. However, if there's something new you want to try, don't rule that out just because it's not yet tried and tested.
6. Audit and plan your paid media campaigns.
This process involves much of the same process: You need to evaluate your existing paid media across each platform (e.g., Google AdWords, Facebook, Twitter, etc.) to figure out what's likely to help you meet your current goals.
If you've been spending a lot of money on AdWords and haven't seen the results you'd hoped for, maybe it's time to refine your approach, or scrap it altogether and focus on another platform that seems to be yielding better results. (Check out this free AdWords guide for more on how to leverage it for business.)
By the end of the process, you should have a clear idea of which paid media platforms you want to continue using, and which (if any) you'd like to remove from your strategy.
7. Bring it all together.
You've done the planning and the research, and you now have a solid vision of the elements that are going to make up your digital marketing strategy. Here's what you should have so far:
Clear profile(s) of your buyer persona(s)
One or more marketing-specific goals
An inventory of your existing owned, earned, and paid media
An audit of your existing owned, earned, and paid media
An owned content creation plan or wish list
Now, it's time to bring all of it together to form a cohesive strategy document. Let's revisit what digital strategy means: the series of actions that are going to help you achieve your goal(s) using online marketing.
By that definition, your strategy document should map out the series of actions you're going to take to achieve your goals, based on your research to this point. A spreadsheet is an efficient format -- and for the sake of consistency, you might find it easiest to map out according to the owned, earned, and paid media framework we've used so far.
You'll also need to plan your strategy for a longer-term period -- typically, something like 12 months is a good starting point, depending on how your business is set up. That way, you can overlay when you'll be executing each action. For example:
In January, you might start a blog which will be continually updated once a week, for the entire year.
In March, you might launch a new ebook, accompanied by paid promotion.
In July, you might be preparing for your biggest business month -- what do you hope to have observed at this point that will influence the content you produce to support it?
In September, you might plan to focus on earned media in the form of PR to drive additional traffic during the run-up.
By taking this approach, you're also creating a structured timeline for your activity, which will help communicate your plans to your colleagues -- not to mention, maybe even help keep you sane.
Your Path to Digital Marketing Strategy Success
Your strategy document will be very individual to your business, which is why it's almost impossible for us to create a one-size-fits-all digital marketing strategy template. Remember, the purpose of your strategy document is to map out the actions you're going to take to achieve your goal over a period of time -- as long as it communicates that, then you've nailed the basics of creating a digital strategy.
If you're eager to build a truly effective strategy to help grow your business, check out our free collection of content marketing templates below.
from Marketing https://blog.hubspot.com/marketing/digital-strategy-guide
Welcome one, welcome all to November 1st -- and to another recap of the month's top Google news items.
What You Missed Last Month in Google
1. New Measures for User Data Control
Until recently, Google users would have to visit a separate account settings page to clear their search history. Now, the company says, that data can be accessed directly from the search page, via a hamburger menu that appears above the query bar.
After tapping on this menu option, users can view recent search activity, and choose what to delete -- their searches over the past hour, or all search activity. On this same page, users can also access privacy settings for voice search, as well as those pertaining to ad personalization.
Next year, Google says, these easy-to-access data controls will roll out to Maps and other Google products. Read more >>
2. "No Robocalls, Please"
Google made waves in May when it announced Duplex: its new Assistant that's (artificially) intelligent enough to make phone calls on a user's behalf to book appointments, make reservations, and more.
After some controversy, Google could be adding an option for business owners to indicate that they do not want to receive phone calls from Assistant. The alleged option was discovered by a search strategist who saw the option while creating a Google business listing for a client. Read more >>
Several users have reported seeing Search Console statistics displayed directly within Google's search engine results page (SERP), according to SEO Roundtable.
These stats have appeared in a "brief dashboard" for certain users who are verified owners of a site that appears in the SERP. Read more >>
Not seen this before - Google displaying keyword performance data from Search Console (when logged in) directly in search results. @Marie_Haynes@rustybrick ? Only appears to invoke for queries relating to GSC properties verified under subdirectory, E.g. https://t.co/7qmeNkJo1apic.twitter.com/LgqwKuhy3C
In October, a bug discovered in March may have granted access to the private data of nearly half a million users of Google+: the search engine giant Google's social network, which since its 2011 inception was often the butt of jokes for being a largely unused attempt to copy Facebook. Here's what happened. Read more >>
5. How Marketers Can Take Advantage of Google Assistant's New Tools
Last month, Google gave its Assistant a "makeover." But did you know that it came with new tools for marketers? Here's a rundown of what they are, and how to make the most of them. Read more >>
6. Google Wants to Take Over Your Home (And the Rest of Your Life)
Google is standing at your front door, asking, "Can I come in?" But that might not be a bad thing. Here's how that came up at October's Made By Google event. Read more >>
7. New Rules for Gmail App Developers
Google announced last week that Gmail app developers will have to abide by a strict set of new rules -- in the name of user privacy. What can marketers learn from these changes, and how should they prepare? Read more >>
Until Next Month
As always, we're watching all things Google. We'll continue to pick out top news items, algorithm updates, and trends.
CRO stands for conversion rate optimisation. It is what motivates online visitors into taking some sort of action, or more importantly taking an action you want them to take.
It could be a sale, registering their email or a free trial. If you’ve spent the effort of attracting the customer with SEO then don’t lose them because of poor CRO.
According to eConsultancy, for every $92 spent on acquiring leads through SEO, landing pages, blogs and CTAs, just $1 is actually spent on converting them to customers. It’s a figure that’s worth remembering. In culinary terms, it’s like spending countless hours gathering the right ingredients together, creating a recipe that absolutely bursts with flavour, cooking with flair and panache and then spending no time at all on the presentation of the plate.
It results in a customer that doesn’t like what they see in front of them and a customer unlikely to come back to the restaurant or recommend it to others. So, if conversion rate optimisation is absolutely key to online marketing, shouldn’t we spend more time and money on it?
Don’t completely ignore SEO: it is more important, up to a point
SEO is absolutely crucial for your business because it improves a website’s search results and their online visibility. But even if your landing pages are ranking highly on Google and you are seeing a healthy spike in your organic visitor numbers, it doesn’t always translate to sales figures.
Far from it: sometimes if the conversion funnel isn’t performing as well as your SEO and landing page, you won’t see increased sales. What it means is that your website marketing should be looking at how to convert these searches, not from an external point of view, but as part of the strategy applied to the SEO.
Take conversion as seriously as SEO
Making sure you are using the right conversion rate optimisation tools is crucial to enable any digital marketing efforts to perform as envisioned, with A/B testing, CRO management and landing page optimisation all being crucial elements, as noted by GrowthSupermarket. It is absolutely vital to optimise your site and ensure a smooth, frictionless sales funnel.
With increased CRO comes four benefits:
Experience – Utilising your CRO strategy will automatically encourage better site experience for visitors, leading to more time spent browsing which nearly always accounts for increased motivation to buy.
Traffic – Any website that is primed for CRO is going to have to handle more traffic because more visitors will be spending more time in the sale funnel.
Customers – Optimised conversion rate will mean adopting more and more successful tactics to aid customers because increased user experience raises the number of ready-to-buy customers.
Profit – With a higher conversion rate allowing for more leads to convert into customers, the bottom line ROI means increased profits.
To get more out of your conversion rate optimisation, make sure you know what appeals to your audience and encourage a much better relationship between it and your SEO. Having great SEO does not mean excellent CRO and vice versa.
Explore your options through testing tools like A/B testing and always spend as much time on why visitors convert as you do on your keyword and search. It is the final hurdle for your customers, so make it an easy one for them to get over.
