10 Ways to Improve Your Marketing by Tapping the Power of the Phone Call

If you’re making decisions about your website and using data to optimize your marketing, you need to think about the visitors who call you and convert over the phone.

In an increasingly mobile world, customers are more likely than ever before to be visiting your website on mobile then dialing your business to get more information or make a purchase. Even though digital channels drive engagement online, people still want to talk.

As a marketer, you probably understand that these calls are valuable — inbound calls have high conversion rates and provide a treasure trove of information about your customers. But how do you drive more calls that lead to sales? How are you attributing conversions that happen over the phone?

Here are 10 ways to address this blind spot by tapping into the gold mine of insights from phone conversations:

1. Define Lead Quality

Identify the characteristics of qualified versus unqualified leads to improve marketing and sales performance. For instance, by identifying key phrases like “place an order” or “credit card number” versus “customer support” and “account number.”

2. Optimize Your Campaigns

Track what happens on your calls to understand which marketing programs lead to calls that convert to revenue. Increase spend on those campaigns and minimize spend on campaigns that drive low-converting calls.

3. Finesse Your Messaging

Check which products or promotions callers are mentioning on the phone, and make sure your messaging aligns with their goals and pain points. For example, if customers keep bringing up a specific product, you know it’s time to highlight it on your website.

4. Monitor the Competitive Landscape

See which competitors are mentioned most often to arm your sales teams with the right messaging. If your customers keep mentioning the same competitor, you may need to find new ways of differentiating yourself.

5. Build Better Buyer Personas

Understand the language your key buyer personas use, what products interest them and which marketing campaigns they prefer. These insights will bring life to your buyer personas so your sales and marketing teams know exactly who they’re talking to.

6. Test Your Sales Scripts

Marketers are always updating their content and conducting A/B tests to figure out what works best. Do the same with your sales scripts: test two of them and see which words and phrases result in more sales, and identify the specific messages that contribute to sales won or lost.

7. Identify Effective Search Terms

How many of your PPC keywords truly resonate with your audience? By tracking keywords that relate to your product or service during customer conversations, you can create PPC campaigns based on proven buyer pain points and eliminate the guessing game.

8. Analyze Legit Leads Only

When analyzing calls, it’s important to know which are legitimate leads and which would have been best left unanswered. For instance, if another company has a similar name but sells an entirely different product, you can scan for those keywords and differentiate between quality prospects and people who dialed the wrong number.

9. Improve Customer Experience

Understanding the needs and motivations of your callers helps you better understand the best way to set up your voice prompts and routing to provide the best possible caller experience. Understand what happened on the call to automatically trigger a specialized lead nurturing track.

10. Prove Marketing ROI

Calls are marketers’ biggest blind spot when it comes to attribution. Get credit for conversations that happen over the phone in near real-time rather than weeks or months down the road. If you know what customers say during an inbound call, you can determine which resulted in a purchase or follow-up action. A big part of this is conversation intelligence, which is a technology that scans inbound customer calls for keywords and phrases so you can spot patterns.

How to Improve Your SEO Results Through Email Marketing

While SEO and content marketing are a natural fit, what about email marketing? Is it the fifth wheel or, conversely, a significant booster of your SEO efforts? Can email marketing help you increase website traffic and improve your search engine ranking? Continue reading to discover the answers.

Email marketing improves SEO: myth or reality?
Search engine optimization, or SEO for short, is not inextricably linked to email marketing, as search engines do not rank individual emails or search your large mailing list directly. However, email marketing can prompt users to take specific actions — share, comment on, or link to your content — elevating your website’s ranking in search engine results.
Consider the following five SEO email marketing factors for increasing website traffic directly from users’ inboxes.

Inbound links
An inbound link, more commonly referred to as a backlink, appears on another website and directs visitors to your website. Search engines reward pages with high-quality links that contain valuable information and add value to the user experience.
Google’s algorithm accepts inbound links from authoritative and trustworthy websites and views your website as a trustworthy source of information if such backlinks point to it. As a result, your search rankings improve, resulting in increased traffic to your website from both new and existing customers. However, obtaining backlinks from authoritative pages is not easy — you must create high-demand content.

Backlinks and email marketing
Create content for skyscrapers. The formula is straightforward: find link-worthy content, create an improved chunk of content, and distribute it to the appropriate people.
It’s as simple as this: your subscribers receive pertinent information that they’re eager to share. Therefore, if you monitor search trends using tools such as Google Trends and create compelling content, you have a good chance of increasing traffic to your website.
Create a backlink by creating an optimized variant of an existing blog post. Include information relevant to recent search queries, stuff the article with popular keywords, and incorporate this SEO-optimized piece into your email campaign.

Content promotion
If your blog contains a number of noteworthy posts, don’t let them get lost in the archives. Send a weekly or monthly digest recapping your website’s most important blog posts and events. This will increase the visibility of these posts and drive additional traffic to your website, thereby increasing your chances of receiving backlinks.

Promotion of content and email marketing
You can include a summary of the article’s main points in the email and invite recipients to continue reading it on your website. That is precisely what National Geographic does on a regular basis. They compile their most popular articles, photos, and videos into a weekly digest that is easy to scan in order to attract as many readers as possible to their website.

On-site and social media engagement
When you combine SEO and email marketing, relying solely on compelling content is insufficient. This is the point at which user engagement increases.
While social media engagement may not appear to be as critical for SEO as the other options, it can help you improve your rankings and the visibility of your content. By incorporating additional social media platforms into the distribution of your content, you can cast a wider informational net, reach a larger audience, and generate more inbound links.

User engagement and email marketing
Connect your offers, exciting news, and other actionable information to your website to engage your subscribers and keep them coming back. For instance, you can ask subscribers to leave a comment on your blog post or even to like and share it via a CTA in your email. Additionally, you can include social media icons in the campaign’s header or footer to keep your subscribers engaged.

Reputation building
In the world of SEO, authority is king. Simply put, the stronger your brand’s reputation, the more likely you are to receive backlinks from A-list publishers, thereby promoting your content and attracting a larger audience.
While developing a strong reputation takes time, it is critical for increased conversions, increased promotional opportunities, and improved online visibility.

Reputation building and email marketing
Create customized subject lines and keep your readers informed about upcoming holidays and events. Ensure that you develop a feedback system that demonstrates your expertise and your willingness to assist subscribers who encounter problems while utilizing your service or products. This will decrease your unsubscribe rate and establish you as a reliable source of information, which will encourage users to return to your website.

Long-term development
Email marketing provides statistics that assist you in determining your audience’s overall engagement with your campaigns and website in general. For instance, open rates can indicate which subject lines convert the best, whereas click-through rates in your emails can indicate which blog articles are the most popular.

Long-term development and email marketing
Utilize the data you collect to create content that is appealing to your audience, which will result in increased quality traffic to your website.

Email marketing tips to get you started

Create an email marketing plan

To assist you with the planning process, we’ve highlighted some best practices to consider when developing an email marketing strategy.

Define your target market

Whatever you sell, you must have a firm grasp on your audience in order to communicate effectively with them. Mailchimp enables you to segment users within your audience in order to send them personalized and targeted emails that increase engagement, foster trust, and generate a higher return on investment.

Signup sources

How and where subscribers subscribe to your list is some of the most valuable data your signup form has to offer. If you run an e-commerce business with a Mailchimp-connected store, knowing how your customers joined your list can help you determine how to communicate with them and where to focus your marketing efforts in the future.

Segments and groups

Once you’ve segmented your larger audience into smaller groups, you can use groups and segments to send more relevant and personalized emails to your recipients—and the more relevant the campaign, the better the results. While there will be times when you want to send to your entire list, segmenting users and utilizing Mailchimp’s segmentation tools can significantly increase your campaigns’ click-through rates and e-commerce orders.

Decide what to write

Now that you’ve identified your audience, it’s time to consider your content. What message do you wish to convey to your audience? How would you describe your content marketing strategy? You’ll want to send emails that are relevant and meaningful to your subscribers, so keep in mind why they signed up.

Establish your sending frequency and goals

There is no hard and fast rule for how frequently you should email your customers, but if you send too frequently, your subscribers are likely to tune you out or unsubscribe entirely. Some users who run a blog or news website may choose to send daily updates to their subscribers, while others may choose to send only twice a month to keep their subscribers engaged. Choose to send your email campaign at your own pace, and monitor unsubscribe and click-through rates to determine the appropriate frequency.

Make a schedule

Creating a content calendar to schedule your campaigns, blog posts, and social media posts is one way to ensure you stay on track.

Your email marketing schedule will be determined by your industry, the content you send (content marketing strategy), and the frequency with which you send emails.

Design your emails
Design tips
When designing email campaigns, keep your message in mind and your design simple. We recommend organizing your campaign’s elements in a hierarchy, with the most critical information or primary takeaway at the top, so people can quickly scan your email if they’re pressed for time
Create custom templates
Are you looking for more control over the design of your emails? You can also create your own HTML template and import it directly into Mailchimp.
Conduct a test of your emails
Conduct tests on a variety of email clients and ISPs.
Because each email client is unique, the campaign you created in Mailchimp may appear slightly differently in your subscribers’ inboxes. Always check emails on mobile devices as well, as responsive designs can cause them to appear differently.
Send a few test emails to acquaintances and coworkers
If you have any friends or coworkers who can proofread your email and provide feedback on the layout, you can send them a test email to allow them to preview the campaign directly in their inbox.
A/B Testing campaigns can help you determine the best version
Uncertain which subject line will generate the greatest number of opens and clicks? Consider whether there is a particular time of day when your customers are most likely to make a purchase as a result of your campaign. Conducting an A/B test enables you to experiment with various versions of your emails in order to determine the impact of any changes you make on your results.

What you can do with marketing automation
In contrast to traditional campaigns, automations are a targeted email or series of emails that you can schedule and forget about. From a welcome email series to follow-up emails following a purchase to rewarding your customers with a special incentive, automation streamlines your customer communications, giving you more time to focus on content creation and ROI (ROI). Additionally, you can create, send, and track order notifications to keep customers informed about their purchases from your store.

Track your progress

Mailchimp reports contain marketing analytics data that will assist you in refining your marketing strategy in the future.
Opens and clicks
These are the most obvious metrics for campaign engagement, as they indicate how well your subject lines and campaign content resonate with a specific list. However, it’s critical to consider how your open and click-through rates compare to those of other businesses in your industry; otherwise, you’re analysing your statistics in a vacuum.
E-commerce data
If you’ve integrated your store with Mailchimp and enabled e-commerce link tracking for your campaigns, you can view subscriber purchase data in campaign reports, subscriber profiles, and the account dashboard.
Website traffic
Your campaigns can assist you in increasing traffic to your website or online store. Additionally, there are a few integrations that you can sync with Mailchimp in order to monitor trends in website traffic or e-commerce activity following the delivery of a campaign.

Blog Marketing: What It Is and How to Do It

The term “blog” is derived from the words “web” and “log” or “weblog,” and was eventually abbreviated as “blog.”
When blogs first appeared in the 1990s, they were primarily online diaries in which individuals shared personal accounts of their lives. They have since expanded to include writing and media on a variety of subjects, including news, politics, music, food, and business—there are even blogs about blogging.
As is the case with many new resources, visionary entrepreneurs recognized the blog format as a marketing tool and began utilizing it to provide information and updates to their customers as well as to attract new business. From there, blogging developed into a novel and effective form of marketing.

What is Blogging Marketing?
Blog marketing is the process of utilizing a blog to reach out to your home business’s target market. Initially, business owners kept their blogs separate from their websites, but you can easily integrate the two to make management easier for you and for visitors. Many business owners combine their website and blog on a blogging platform, such as WordPress.
Likewise, as blogging has grown in ease and popularity, many people have built businesses solely through blogging, rather than starting a business first and then blogging. For instance, some food blogs are self-contained businesses.

The Pros of Blog Marketing
By their very nature, blogs are ideal for marketing, as they provide new content to keep readers engaged and facilitate interaction between consumers and businesses. Several additional advantages include the following:

Inexpensive to Start and Run: For the price of a domain name and web hosting, you can have a customized blog marketing setup.

Simple to Use: The majority of blogging platforms are extremely simple to use. You can create a professional-looking blog if you can copy, paste, type, drag and drop, and upload.

Increases Website Traffic: By providing tips, updates, and other new content, you give people a reason to visit and return to your business website, where they can make a purchase.

Increases Search Engine Rankings: Google, in particular, is constantly on the lookout for and ranking new content. As a result, many entrepreneurs utilize blogging solely for the purpose of search engine optimization (SEO).

Enables You to Establish Trust and Credibility: People want to know who they are dealing with. With a blog, you can establish your expertise and provide helpful tips and other valuable information to reassure consumers about spending money on your product or service.

Engages Your Market: While most businesses now engage their customers via Twitter and other social media platforms rather than blogs, blogs enable you to converse with your market. This enables you to develop trust and rapport, as well as to solicit feedback and provide customer service.

Increases Revenue Opportunities: You can accept advertising, promote affiliate products, and obtain sponsors, all of which add additional revenue streams to your business.

The Negative Effects of Blog Marketing
As with anything else in life, blogging can have drawbacks.

Can Be Time Consuming: Creating new content and maintaining your blog can take considerable time. Employing freelancers and a virtual assistant can assist.

Requires a Constant Flow of Ideas: Along with time constraints, one of the most significant challenges bloggers face is coming up with new content ideas.

It May Take Time to See Results: It may take time to build an audience for your blog—you will not always see immediate traffic.

It Must Be Marketed as Well: You’re using the blog to promote your business, but in order for it to succeed, it must be known, which means you must identify your target market and entice them to your blog.

How to Market Your Blog
Creating a blog and utilizing it to promote your business can be accomplished in a matter of minutes. The ongoing management and marketing, on the other hand, will require time.

Create a Blog Marketing Strategy: What will you share on your blog? What are the latest news, tips, and resources available? How frequently will you be updating your blog? (Daily, weekly, or monthly, for example.)

Create Your Blog: Select a blogging platform and configure it, including any customizations necessary for your business. To maintain consistency, use the same logo on your blog and your website (if you have a separate website). If you’re using a free blog platform (which is not recommended for business blogging), point your domain name to the blog to make it easier for consumers to find you.

Increase the Number of Posts on Your Blog Immediately: Readers dislike visiting a blog with only one or two posts. To begin, quickly add ten or more posts and then resume your regular posting schedule.

Market Your Blog: Integrating social media into your blog makes it extremely simple to distribute your blog posts to your followers. Additionally, incorporate your blog into your marketing materials.

Respond to Comments: Keep in mind that blogs are social, and as such, readers will ask questions, provide feedback, and express their opinions. Eliminate spam comments.

Promote Email Signups on Your Blog: Signups are another excellent way to keep people interested in your business coming back to your blog, increasing their chances of spending money with you.

7 Smart Ways to Combine Blogging with Email Marketing for Best-Selling Results

If you have a blog, you need to ensure that it works in tandem with your email marketing efforts to serve your audience and help you achieve your content marketing goals. Naturally, your blog posts and email updates should always be timely and relevant to your audience. Additionally, you must ensure that your blog posts and emails are readable across a variety of devices, including smartphones and tablets.
Once these prerequisites are in place, you can use blogging and email marketing cooperatively in the following eight ways to make your business unstoppable:

Make blog posts your cookies
Your job is to train people to open (and read) your emails on a regular basis. Combining your blog content and email campaigns is an excellent way to accomplish this. Remember Sonia’s now-famous advice to treat customers like dogs and provide them with regular cookies?
Here’s the secret: great blog posts make the best cookies in the world. Therefore, whenever you publish a new post, send it to your list.
Consider the following options for emailing your blog’s content to your list:
Utilize your email marketing tool to automatically send your new blog posts to your list. Feedblitz, AWeber, and MailChimp all include RSS campaign functionality that makes this process easy to manage. Simply set it and forget it, and then publish blog posts at your leisure.
When you publish a new post, send a manual email broadcast to your list with a teaser sentence or two about the post. Always include a link on your website to the blog post.
Distribute the entire blog post via an individual email to your list, concluding with a link to the post. If you want to encourage discussion, invite people to leave a comment with the phrase “Join the conversation on the blog” or something similar.
Distribute a weekly, biweekly, or monthly newsletter with links to your most popular blog posts.

Create automated responses to frequently asked questions (FAQ)
Compile a list of insanely useful lessons or answers to frequently asked questions, and then incorporate them into an email autoresponder series. Include numerous links to your foundation blog’s content in your autoresponders.
In addition, if you’re feeling particularly fancy, you can create content categories that correspond to your autoresponders and link to them.

Don’t forget to include footer!
Include an opt-in offer of some kind in the footer of your blog posts.
Prompt your readers to subscribe to your blog in order to receive free updates, a free piece of premium content, or your content-rich monthly newsletter.

Create a content synergy schedule
Create editorial calendars for your blog and email marketing campaigns that are thematically related and synergistic.
If you write a cooking blog and your July theme is kitchen gear and gadgets (as determined by your editorial calendar), then ensure that both your July blog posts and monthly newsletter discuss gadgets.
Your objective is to communicate with your audience in a clear, coherent manner, which requires the use of all of the tools in your content marketing toolbox.

Allow yourself to reintroduce … yourself
Just prior to launching a new product, you can re-energize your list by sending a few pieces of intelligent, well-placed content related to the topic of your product.
This is especially advantageous if you have not been communicating with your list on a consistent basis.
Offer free updates conspicuously
Create a page on your website called “Free Updates” that allows visitors to easily subscribe to your list and receive a free ebook, video, or other piece of premium content.
Then include a link to that page in your site’s navigation bar and make it visible on every page — you never know which page or post on your site a reader will come across first.

Maximize your use of social media
Utilize social networking sites such as Facebook and Twitter to advance your content marketing goals, not just as enjoyable distractions that give the illusion of productivity.
Ascertain that social media platforms are directing traffic back to your content and onto your email list. Social media can be a tremendous asset to your business, but only if you remain focused on your objective.

Email marketing strategy and tips for successful campaigns

Does email marketing work?
When it comes to communicating with your audience or selling your products, email marketing is one of the most cost-effective methods available.
Indeed, a 2015 DMA study discovered that email has an average return on investment of $38 for every dollar spent (ROI). When shoppers are ready to make a purchase, they frequently check their inbox for emails from their favorite stores.
Nonetheless, people are receiving an increasing amount of email, and it can be difficult to stand out in overflowing inboxes. That is why Mailchimp equips you with the tools necessary to shine (plus, we have a slew of tried-and-true tips for sending exceptional emails) and create effective email marketing campaigns. For additional information on why email marketing works, see our email marketing statistics by industry.

How do I get an email list?
You’ll get the best return on investment if you build and maintain an engaged subscriber list comprised of people who actively seek out your messages (and who opted in on purpose). While building a clean list at the start of your email marketing strategy may require additional effort, Mailchimp lists include built-in tools to assist you.
There are numerous ways to find people who will eagerly await your emails, but we’ve compiled a list of the most effective.

To begin building an email list, follow these steps:
Include a subscription form on your website. When visitors come to your website for the first time and are impressed, they’ll want to learn more about your brand. Create a form for newsletter signups and a pop-up to collect visitor data.

Make use of an ol’-fashioned sign-up sheet. Whether it’s at your brick and mortar location or at an event you’re hosting or attending, whenever you’re surrounded by people who are passionate about what you do, make it easy for them to sign up and learn more.

Increase signups via social media. If you lack a sizable email list (or simply wish to see it grow), but have an engaged social media following, leverage that resource. Distribute your signup form through your social media channels.

To increase the number of subscribers on an existing list:
Organize a contest or provide a discount. We’re big believers in providing incentives for people to join your email list—and we know that contests work. Consider awarding a prize to a lucky new subscriber or providing a discount code for their first purchase.

Make it simple for others to share your emails
When you create visually appealing, compelling emails that contain a wealth of useful information, recipients will want to share them. Mailchimp provides features (such as share buttons and social media post builders) that make it easy to spread the word about your emails.

Utilize Mailchimp to create a landing page. Landing pages are another way to increase the size of your email list. Utilizing your best imagery and content, landing pages provide a clear call to action and significantly increase email signups.

Can I buy an email list?
Not at all. You should not purchase an email list (and, if you use Mailchimp, you cannot use a purchased email list).
Purchased lists are ineffective and have a negative impact on everyone who uses Mailchimp. If you send emails to a list of people whose contact information you purchased, a large percentage of the emails will be flagged as spam, and you will also experience a high rate of unsubscribes. Certain email spam filters will flag an email campaign if someone with the same IP address has previously sent spam. Because your email is delivered via our servers when you use Mailchimp, if one user sends spam, it may prevent other users’ emails from reaching inboxes. However, by prohibiting Mailchimp users from using purchased lists, we increase overall deliverability.
That is why we work diligently to maintain our sending reputation, and it is critical that all users adhere to our Terms of Use, which include anti-spam provisions. There are three primary rules that you must adhere to in order to comply with our Terms of Use.

Avoid utilizing third-party lists. This includes mailing lists that have been purchased or rented, as well as lists scraped from third-party sources, such as public websites.

Obtain authorization. Everyone on your list should have explicitly consented to receiving emails from you, and their consent should be verifiable. We track this permission for you if you use one of our signup form options.

Include a link to unsubscribe. Federal anti-spam laws require that you include an unsubscribe mechanism in each campaign you send. We require that you unsubscribe via our link.

How To Generate Leads On Twitter

Twitter is a great tool that you can use for finding potential customers, whether your company is selling a business-to-business (B2B) or they are selling a business-to-consumer (B2C). The easiest way do you to generate leads on the internet is to start creating an interesting free report or an informational video that speaks about one of your customers’ biggest problems. In the report or the video, you should mainly focus on the “why” they need to change something in their businesses to become more successful or more profitable. The report or the video does not really have to solve their problem. You just want to be focused on telling them why they need to change the way they are doing their business if they want to get better results.

The “lead-generation” process is simple and can be broken down into 12 steps:

1. Survey your followers.

If you do not know what the biggest problem of your customer is, you’ll need to survey your customers and ask them. You can as well Tweet the question to your followers and see how they’ll respond.

2. Offer a solution.

If you do not have one already, you need to create a product or service that will solve their biggest problem.

3. Educate your customers.

Create a free report or an informational video that will focus on the “why” they have that problem and why they need to start changing somethings in their business to overcome the problem. You will also need tell them how to solve the problem after they have hired you.

4. Creating a landing page for your video or report.

You have to create a landing page on your website or your blog. A landing page is that page on your website that does not have any navigational menu or anything that would cause distraction to the web visitor from reading the content on the page.

5. Collect contact information.

The only content that should be on the landing page is a headline describing [your customers’] biggest problem and also a few paragraphs describing what they will learn about their problem by reading the report or by them viewing the video. The purpose why you have the landing page content is to get them to fill out the web form. You do not want to talk about your product or talk about your service that will solve their problem until later. Right now, all you just want from them is to collect their contact information.

6. Use an email marketing tool.

You will need the help of an email autoresponder program such as the AWeber.com or the Infusionsoft.com so you can start setting up web forms to collect names and the email addresses of prospect. You do not need to collect more than this.

7. Set up your email campaign.

Now install the web form on your landing page so that you can start collecting their first name and their email addresses. The email autoresponder program will have all the detailed instructions that will help you set up your email campaign and the web form.

8. Create a ‘thank you’ page on your website or your blog.

On this page you should use the same template as you use on your landing page. This is the page they will be redirected to after they have filled out their web form. They can download their free report or even watch the video on this page.

9. Direct followers to your landing page.

Now you can start to send Tweet with a link to the landing page. The Tweet you are sending should mention the problem they are having and hint that there is a solution to their problem. You wiil need to use a URL shortener that will track the clicks on the link.

10. Set up auto-response messages.

After they have filled out the web form, you will have their contact information. In your email autoresponder program, you can start to set up a series of automatic email messages. You will need to create one message that will be sent immediately after they have filled out the web form the message should entail thanking them for joining your email list. You should also tell them how they can download their report or where they will watch the video.

11. Send reminders.

Set up a series of 5 or 6 emails that you will send every other day. The first couple of emails that you will send should talk about why they have the problem and that many other businesses face the same problem. You can now share some stories about other businesses that have struggled with the same problem and they later overcame it with your help.

12. Don’t sell your product just yet.

The emails you are sending should transition into “what” they can do to solve the problem. Do not tell them “how” they can solve the problem yet. You can even create more free reports or more videos that teach them how they can solve the problem by them making changes to their business. Do not try to sell your product or your service to them yet. Just make them focus on what they can change in their business.

How to Determine Brand Readiness for Influencer Marketing

Influencer marketing is not an unfamiliar territory any longer. The industry is projected to become a $15 billion global industry by the year 2022, up from $8 billion in the year 2019. It is no surprise then that CMOs has continued to emphasise the influencer marketing strategies in their plans.

74 percent of the CMOs that was surveyed in the 2019-2020 Gartner CMO Spend Survey planned to increase the number of their social marketing (including influencer marketing) spending while 65 percent planned to roll out full or to pilot influencer campaigns, with an estimated amount of $6.5 billion having gone toward the campaigns in the year 2019. But just because the investment in influencer campaigns is a very important consideration does not mean it is a simple task.

The widening catalogue of the highly used social platforms, issues that are rampant of fake followers and the inauthentic engagement, and also the intricacies of influencer selection contribute to an influencer landscape that is defined by the constantly escalating complexity. On top of this, marketers are still challenged to think holistically about where the influencers fit within their marketing strategy.

For you to overcome these challenges and to ensure a long-term success, it is very important for marketers to first assess their brand’s readiness for an influencer partnership. We have here three key considerations for doing this.

Consideration 1: You need to assess your brand performance relative to the influencers: Marketers should ask themselves question like “can my brand gain a significant lift in the social media engagement from the angle of the influencers’ branded posts over my own brand posts”?

As brands are working with influencers to engage with the consumers along the purchase funnel from the awareness to conversion, marketers also should monitor the attributable brand lift measures such as the engagement rates and the community growth. If you can carrying out this internal review, it can be of help to justify ad spend and to determine whether these partnerships will be an added value.

Consideration 2: The Gauge consumers desire to see much more influencer content in a category: Marketers should be able to ask themselves questions like “are consumers desiring more influencer content than what is recently out today in the product category i offer”?

This is a very necessary step to take in the process as the higher consumer interest in seeing more influencer content can be of help to you getting organisational buy-in and dispel any misconceptions that the influencer marketing is not right for a category. 79% of those surveyed in the month of October 2020 Gartner Consumer and the Culture Panel survey claimed that they consume the influencer.

Consideration 3: Evaluate your brand performance relative to the sector peers: Marketers should question themselves “are my sector peers making use of the influencers as part of their broader social media strategy”?

Review the sector penetration of the influencer marketing simply by assessing the influencer marketing adoption rates or the sponsored post activity, done across various social channels. Understanding the broader marketplace view will be of help to you determining if and how brands should leverage the influencer marketing. This may be somehow a necessary part of the consumer experience in the categories with high influencer sponsored post activity or it may serve as a competitive advantage and differentiator in categories with low sponsored activity.

Practical ways You Can Grow Local Business with Digital Marketing Now

The Digital marketing for local business is very different from how you do the marketing for a national or for global business.

Yes, mostly we make use of the same channels but, all in a different fashion.

Local businesses have their target and it is the local people, who are geographically around. They may in some way seem easier to reach without the digital marketing; however, it has been long since consumers begin searching online before they can buy basically anything.

More than 90 percent of users searched for the local businesses on Google in the year 2019. This field is a vital step for growing your business.

So, what do we focus specifically while working on the digital marketing for local business?

1. Create strong bonds with audience

The Social media is an indispensable area of digital marketing no matter how large your company is. The Social media platforms are the place where we become friends with our target audience and our customers for a long term relationship. Unlike in all kinds of relationships, here we need to be really compassionate and regard whatever they need.

2. Make your target audience feel ‘heard’

The Social media is not a channel that you will put yourself forward, but it is a good opportunity for helping your audience and making their life better for them. Within all the virtual and all the physical environments, people are in everywhere surrounded by advertising. A social media post saying simply “Buy Me” is not interesting at all for people in this digital age.

What people want to see so that it will get them interested is “I can help you in this” if you buy me(solution). Buying and selling part of the story is out of the primary focus, but if you are offering a benefit, to show how your product, this will change their experience cos that is what they need.

3. Be easier to be reached out

Your WhatsApp and Messenger are not just only to talk to friends. They are also helping local businesses to be pretty easy to communicate with the target audience. For example, WhatsApp Business App is a great tool to “you need to create a catalog that will showcase your products and your services and make use of special tools to automate, to sort and to quickly respond to messages.”

With the Messenger that people already use daily, you can quickly answer your potential customers’ questions. For you being available on an app, that people have on their smartphones, is very practical and safe for them. So, you need to just be there through live messages or chat bots or ideally on both!

4. Create a Google My Business Account
This is the First thing first.

Start up with creating a Google My Business account as this will help you to be visible on Google searches. Visibility is very important, it is the first target before you start creating engagement in local SEO.

Google My Business account will enable your target audience to see you when they are searching on Google with the keywords such as tailor shops that are around me, the bakery, the yoga school, etc.

After you are being seen, you will need to work on converting users into customers. The first key for converting your users to customers is to provide an accurate and up-to-date information so that your prospect can call you quickly or they can visit your website with just a click. Even, if your open hours are clearly stated, they can just come to visit your shop without waiting. That is how and and the reason why local online marketing may show the results pretty quickly.

Using The Social Media For Local Business

1. Checking reviews

We all are concerned and we care about the other users’ experience before we pay for a product or service. So also do your potential customers. Do not hesitate to ask your customers to leave a review on the Google for leaving a more positive trace on the digital.

Reviews are very beneficial not only to the online reputation, but also the local SEO. The Search engines consider them as content and also it shows in the search results. So the reviews preferably the positive reviews helps to increase your visibility on the Google search results.

2. Create content based on local happenings

The content you are sharing with your audience is supposed to be attractive and call their attention.
Let us keep it simple: when you see it snowing outside, it is not the best idea for you to start sharing summer vibes to do marketing for bikinis. Instead, you can try marketing the hot-spring-themed content or you share the advantages of buying when it is not high season. You can list all the festivals and all the gatherings in the region that you are active and then you create your content accordingly using the SEO tools. So people can see you as ‘one of us’. That is a good opportunity for your brand to be a loved.

3. Advertise with local targeting

No doubt, if you are going only for the organic engagement, it will be very hard to reach many people. That is why advertising is a must for the local online marketing. You need to be active both social media and the search engine advertising so you can promote your business locally.
For you to advertise locally, you’ll need to choose the region you are targeting to be known and find a language that will create that familiarity.

4. Take part in the community

The Local businesses are usually always expected to support the community by being a part of it. Even if the shop you have is a shelter for the street dogs when it is raining, the community feels you are taking care of the neighborhood. How can you start to adapt this idea to your activity on the digital platforms?
Let us see an example: you only need be the sponsor of an event that is for the benefit of the all community. In this case, you just have to give without expecting to sell anything.

5. Build a loyalty program

Digital advertising is not only for the purpose of gaining new customers. You need to also find ways to retain your current customers. Creating a mail or creating a WhatsApp group is a simple way to do this. A loyal customer is very good for further purchase and also for being your brand ambassador in natural ways.

6. Never forget digital is ever-changing field

The user expectation and the behavior on digital is changing quite so fast. There is no doubt that we all need to start and always update our knowledge on these practical ways throughout the year with the help of the digital marketing courses.

An outdated digital marketing strategy simply meansa total waste of money and time. You can follow the newsletters and all the latest posts on trustworthy platforms, and also you should get feedback from your customers. Interaction and self improvement is key to a successful digital marketing for local business.