Email marketing is a great way to promote products and services, advertise sales and stay connected to your audience. But given the vast variety of email marketing platforms out there, how do you pick the one that’s best for your business’ needs? When making this decision, there are a few important factors to consider.
Which is more effective for getting a message out: a megaphone or a stethoscope?
Conventional wisdom says that a megaphone would get the job done much better. Why listen with a stethoscope when you can shout your message from the rooftops? However, today’s marketing professionals have come to realize that the ability to listen is critical to successfully sharing your company’s message. That’s why the inbound marketing methodology has gained so much traction in recent years.
Maybe your company has long used that megaphone, relying on advertising, email blasts and other tried-and-true (or tried-and-tired?) outbound tactics. If so, it’s time to educate yourself on the role of inbound vs. outbound marketing; this way, you’ll be prepared to get the most out of both.
You wouldn’t think of setting out on a cross-country road trip without a plan for reaching your destination, and the same should be true of your marketing plan. Having a map that outlines how you’re going to reach your marketing destination can be the difference between success and failure.
Content Marketing Institute reports that 62% of the most successful content marketers have a documented strategy in place and 72% of successful marketers said strategy was a major contributor. Surprisingly, while most B2B marketers have some sort of strategy, only 35% have a documented strategy.
Every marketer needs a well-documented strategy to accomplish the goals. This strategy, which should be developed with your client, outlines what kind of results you want for your clients and how you’ll achieve them.
When creating a content strategy for clients, a marketing map can help document exactly what you’ll be doing and how it will improve your client’s business.
Now that technology has allowed virtually every consumer experience to become more personalized, it’s not surprising that marketing has become more customized, too. Just as inbound marketers create a buyer’s journey that gives individual buyers the kind of content they’re actively searching for, account based marketing, or ABM, is creating a better way for marketers to target an account or company.
More than 80% of marketers say that their ABM initiatives outperform other types of marketing investments. The key word here is “investment.” ABM requires a much different approach than traditional marketing services, and, in order to be successful, it’s critical to put the work in up front before you pull the trigger.
