Digital Marketing Blog

How To Measure The Performance Of Your Marketing Campaign

Posted by Brooke Hazelgrove

Understanding where you've come from is vital to planning where you're going.Online marketing campaigns are powerful drivers for business growth. They also help define how the business is going to grow, and should allow for on-the-fly tailoring, to harness your natural strengths and make the most of them.

That said, it can be easy to think that success can be gained by simply planning a campaign and throwing the marketing team at it. To a degree, your business will grow if you embark on your newest, most ambitious marketing campaign. But unless you know how to measure it, you’ll never be able to see how much your business grows, and you won’t be able to identify and tune up elements of your campaign that can perform better.

Today we’re looking at what things you need to record to measure the success of your campaign, and how you can use those things to continually improve your inbound marketing strategy.

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5 Steps To Generating More Website Sales Leads

Posted by Brooke Hazelgrove

Combining these marketing facets together builds a great foundation for later lead nurturing and closing sales ready leads.“How does website traffic convert into leads?”

It was a question I was asked just recently. There wasn’t much time or space to reply, but such a potential for a conversation, that it warrants an article. My go-to answer looked at something along the lines of calls-to-action - the elements in your website that encourage a reader to make a move towards becoming a customer.

And then I realised that there’s more to it than simply nailing your call-to-action. There’s so much more that goes into converting a customer than a simple red button with ‘join today’ written on it.

I’ve narrowed down the conversion process to five key factors. You’ll need all of them to work in unison to convert your hard-earned traffic into high-quality leads. Here’s what they are and what you need them to do.

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How To Plan Smashing Content For Your Inbound Marketing Campaign

Posted by Brooke Hazelgrove

Understanding the start of content planning will help when planning for big and successful venturesWhat’s the biggest plan you’ve ever had? Did you ever fulfil it?

There was a time when my hometown friends and I were going to build a car-launching trebuchet. Fortunately for our town, the plan never got beyond ‘hey, you know what we should do?’

Marketing your business online, I have discovered, is a safer and more productive venture than building siege weapons. The planning a campaign needs in order to get off the ground is, however, no less ambitious. The need for high-quality, high-volume content can often result in panicked and rushed articles, and these can do more harm than good for your strategy.

If you’re planning a campaign but you’re not sure yet how to fit the content into your magnum opus, then this is the article for you.

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Develop Criteria For Sales Qualified Leads To Increase Your Sales

Posted by Brooke Hazelgrove

Qualifying your leads before sales contacts them can save you a world of hassle and wasted time.“I have to have qualifying criteria for my leads?” You ask, as you read the title of the article, “Isn’t it enough to simply have leads?”

No. No, it’s not. Unless your marketing and sales teams can identify when a lead is ready for transition to sales, you'll just end up wasting time and money bugging freshly-converted leads. A lack of qualifying criteria also prevents you from identifying good and poor fit leads, and working with each in the appropriate manner.

When you qualify your leads before they’re handed over to sales, it gives you a higher success rate, and happier customers. Sound good?

In this article, we’re going to look at the relationship between inbound marketing and qualifying your leads for sales. We’re also going to look at the different ways you can qualify a lead, and how to connect a qualified lead in with your sales team.

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Your Content Marketing Strategy Needs More Than One Content Creator

Posted by Brooke Hazelgrove

Writing content on a subject that you understand and can speak on well is a great strength for any business. Sourcing multiple content writers will help keep your blog fresh and interesting.Content marketing is not a one-man show.

I’ve been writing on what goes into creating a highly-functional content marketing strategy over the last few months, and it’s probably the most valuable lesson that’s stood out so far. There’s much for your business to gain from employing a content marketing strategy, and learning how to implement one is no less important.

Content marketing’s greatest strength is that it naturally aligns with how our buyers search, decide, and buy, and given its predictable and stable return on investment, it’s well worth diving into.

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Why Does My Business Need A Brand Voice?

Posted by Brooke Hazelgrove

Having an established voice and using it in your web copy will help those visiting your website feel as though they're talking to a human who understands their needs and can meet them.The voice you use when addressing your audience is important. We might not immediately think it, but generally we’ll have a different ‘voice’ for speaking to our business colleagues, our families, small children, and the like.

Your business needs to develop a voice as part of its brand - doing so will affect how your business is perceived by the buyer, for the better.

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Does Your Content Marketing Strategy Meet Your Buyers’ Changing Needs?

Posted by Brooke Hazelgrove

When you meet the changing needs of your buyers, it sets down a trust bond that can be relied on later to help secure a sale.“What 10 year old you wanted isn’t what 18 year old you needs.” - Yuri Pinzon

The artist who offered this wisdom to Twitter was right. Our needs change as we do, although the application extends beyond physical need.

The path of changing needs is seen when we approach full education on a subject. As we learn more about a problem, we begin to search out solutions, and look at how to apply those solutions to our particular problem. What we need in order to take the next step changes as we understand more about our problem and how we might solve it.

This is true of marketing and sales too. The customer walks through this process, seeking an answer. It’s an important process to acknowledge and observe. Why?

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How Often Should My Business Publish Content?

Posted by Brooke Hazelgrove

Concrete results are important when talking seriously about a marketing strategy. That's why we're supplying them.Content marketing can at times feel like asking how long a piece of string is;
“How much content do I need to write per month?”
“More,”
“How much more?”
“I don’t know, just more?”

There’s a certain kind of frustration that follows the inability to get a straight answer. And with something like content marketing, a method that has proven to deliver great results, you need to know numbers before starting out, or if you’re looking to push past the tipping point and bring in more traffic and more leads.

This article discusses a study that HubSpot ran of its 13,500 subscribers to work out what kind of results you’ll get from regularly releasing blog posts, and how regularly you should be publishing content to get the best results.

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How To Plan A Content Release Schedule

Posted by Brooke Hazelgrove

When you consider the long game as well as the here and now for writing content, you're setting yourself up for success.So you’ve decided to start up a content marketing strategy. You’ve just published your first article, and you sit back in your chair, pleased with how well it went. You planned the topic, and after pouring in so much work, you can’t wait to see it go viral.

And then you freeze. It’s a content marketing strategy, you remember. You’re going to have to write again, and soon. What can you write on? Didn’t you just surmise the entirety of your business in that last post? You open up another word processor document, but the white page just glares intimidatingly back at you. You needed a plan - one that went further than publishing your first blog post.

This article provides a comprehensive look at how I plan content release schedules. It will give you all the information you need to plan a quarterly schedule, and links to the tools I use to make it happen.

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Improve Your Content Headlines With These 12 Tips

Posted by Brooke Hazelgrove

Without a compelling headline, your content won't be viewed. It is then important to get it absolutely right.Headlines are the most purposeful section of any written article. A user is going to judge your article by its headline; if the headline doesn’t compel them, they won’t click on the content.

Advertising pioneer David Ogilvy summed it up neatly - “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Headlines are a big deal because they’re you’re one shot to grab readers and draw them in. They’re visible at every turn, including the search engine results page, and will be one of the key reasons they click in. You cannot afford to be mediocre with them. With that in mind, here’s 12 ways to go about improving your headline game:

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