As business owners, we find ourselves in awe of big successful marketing campaigns like Nike’s “Just do it”. We find ourselves looking for a way to replicate or mirror that magic. Well, successful marketing campaigns don’t just happen, successful marketing campaigns are a result of well-planned, well-timed and well-executed strategies. While no two successful marketing campaigns are the same, they follow these 5 key principles, which will be highlighted in this post:
Know Your Audience
A big part of running a successful marketing campaign and building a marketing strategy is knowing and understanding your target audience. You shouldn’t build your target audience on your marketing strategy but build your strategy on your target audience. You have to ask yourself questions like:
- What is the problem my product or service is trying to solve?
- Who is most likely to have this problem?
- What are their defining characteristics? (age, marital status, location, job, hobbies, etc.)
Answering these questions would better help to shape your campaign by letting you know what your audience needs and how to better appeal to them.
To Run Successful Marketing Campaigns: Set Your Goals
After you have figured out who your target audience is, you have to describe and define the goal of the campaign. Is your goal to attract new customers, is to convert leads to actual sales or is it create brand awareness? You need to dig deep, you can’t just say “I want more sales”, but how many and of what product or service.
You also need to set a timeframe for the campaign because campaigns lose their effectiveness over time. So, for example, you can say “I want this campaign to get 5,000 people talking about my brand in a month” or “I want to sell 5,000 units of my products in 3 months”.Finding out what you would want to achieve and for how long, this helps you to better to measure how successful your marketing campaign was.
A great way to drive a successful marketing campaign is to create an offer. The offer might vary from a free trial period to a discount. It all depends on the type of campaign and what you’re selling or offering. Be sure to align your offer with something you know your target buyer needs. This would give them a reason to ask for more information.
Not all marketing channels are suitable for every successful marketing campaign so before you go diving into anything, plan out the most effective channels for the campaign. Social media works for some campaigns, while some campaigns may require out of home or more traditional marketing channels. Knowing your audience is very useful when determining the best marketing channels to use. Where do they spend their time? Where are they most likely to see or hear and pay attention to information about your products and/or services?
You Need To Follow- Up Your Marketing Campaign
Your campaign is only as good as your follow-up. You need to continue the dialogue with them until they opt out or buy. The follow-up should continue to send valuable information, which will boost your credibility, increase trust and continue to pique their interest. When running a marketing campaign you should also track their responses to help you run better and more successful marketing campaigns.
When you are brainstorming consider the other successful marketing campaigns that have caught your eye both as a marketer and as a consumer, you should ask yourself the following questions:
- What did I like about this ad?
- Was there something I didn’t like?
- Was I motivated to patronise this brand based on this ad?
Lastly, try to make your campaign as relatable as possible. Your audience should be able to identify with it.
Want to read more stories like this? Check out at Sekere News
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The official beer of the 2018 FIFA World Cup, Budweiser has launched its new campaign “Light Up the FIFA World Cup” with major highlights of the campaign featuring the largest beer delivery to date and a selection of integrated experiential, digital and social programs happening worldwide.
Why go to the concession stand when a drone could deliver your next beer? That’s the future Budweiser imagines in its World Cup ad, which depicts Buds delivered by drone to thirsty fans at a soccer stadium in Russia, site of this year’s Cup.
Featuring the journey of thousands of drones as they carry Budweiser from St, Louis brewery to Lagos with the ultimate goal of delivering a stadium full of fans in Moscow, the commercial highlights the most ambitious beer delivery ever through a variety of creative executions that show how Budweiser is upping the energy levels of fan’s football celebrations worldwide as the official Beer of the 2018 FIFA World Cup.
The spot by Anomaly New York is part of what Anheuser Busch InBev describes as the largest campaign in its history when measured by investment and reach, hitting more than 50 countries. But with the U.S. team failing to qualify for this year’s Cup, Budweiser and other sponsors face a tough call on how much energy to put behind campaigns in the States, where TV ratings could be hurt by the absence of the home team.
Budweiser will not run the TV ad here but still plans to deploy special packaging, digital, experiential and out-of-home advertising. “The U.S. continues to be an important market for us—it’s our brand’s home market. But our World Cup campaign will be more limited here,” Brian Perkins, VP of global marketing for Budweiser, said in a statement. “However, given the global reach of the FIFA World Cup, this campaign is bigger than any one market,” he added. The brand is focusing its media support in China, Brazil, India, U.K., Russia, as well as countries that Bud has recently entered, including South Africa, Colombia, Nigeria, Ecuador, and Peru, he said.
The Cup considered the largest sporting event in the world, runs from June 14-July 15. Fox Sports, which will broadcast the Cup in the U.S., has sought to spur interest with its “Root for Your Roots” campaign. The effort, in partnership with genetic-research firm 23andMe, encourages viewers to back the team with ties to their ancestral origins.
While Budweiser’s TV ad won’t show in the states, the brand’s St. Louis birthplace is featured in the spot as the starting point for a fictional drone journey across the globe to Russia. In the extended cut, a wayward drone dubbed Bud 1876 finds its way to a beerless fan at Moscow’s Luzhniki Stadium. The spot is directed by Jake Scott, who has previously teamed up with Anomaly on Budweiser Super Bowl ads.
Budweiser says its Red Light Cup is the first-ever noise-activated cup. The base of cups are equipped with a microphone that detects changes in decibels, activating LED lighting. “We spent a lot of time getting these right and testing them with fans, and we know they are a hit,” Perkins said
Ten years ago, Amazon introduced the Kindle and established the appeal of reading on a digital device. Four years ago, Jeff Bezos and company rolled out the Echo, prompting millions of people to start talking to a computer. Now Amazon.com Inc. is working on another big bet: robots for the home.
The retail and cloud computing giant has embarked on an ambitious, top-secret plan to build a domestic robot, according to people familiar with the plans. Codenamed “Vesta,” after the Roman goddess of the hearth, home and family, the project is overseen by Gregg Zehr, who runs Amazon’s Lab126 hardware research and development division based in Sunnyvale, California. Lab126 is responsible for Amazon devices such as the Echo speakers, Fire TV set-top-boxes, Fire tablets and the ill-fated Fire Phone.
The Vesta project originated a few years ago, but this year Amazon began to aggressively ramp up hiring. There are dozens of listings on the Lab 126 Jobs page for openings like “Software Engineer, Robotics” and “Principle Sensors Engineer.” People briefed on the plan say the company hopes to begin seeding the robots in employees’ homes by the end of this year, and potentially with consumers as early as 2019, though the timeline could change, and Amazon hardware projects are sometimes killed during gestation.
An Amazon spokesperson said the company doesn’t comment on “rumors and speculation.”
It’s unclear what tasks an Amazon robot might perform. People familiar with the project speculate that the Vesta robot could be a sort of mobile Alexa, accompanying customers in parts of their home where they don’t have Echo devices. Prototypes of the robots have advanced cameras and computer vision software and can navigate through homes like a self-driving car. Former Apple executive Max Paley is leading the work on computer vision. Amazon has also hired specialized mechanical engineers from the robotics industry.
The project is different than the robots designed by Amazon Robotics, a company subsidiary, in Massachusetts and Germany, people familiar with the project say. Amazon Robotics deploys robots in Amazon warehouses to move around goods and originated as a company called Kiva Systems, which Amazon acquired in 2012 for $775 million.
The promise of domestic robots that offer companionship or perform basic chores has tantalized the technology industry for decades. Nolan Bushnell, the founder of Atari, introduced the three-foot-tall, snowman-shaped Topo Robot back in 1983. Though it could be programmed to move around by an Apple II computer, it did little else and sold poorly. Subsequent attempts to produce useful robotic servants in the U.S., Japan and China over the years have performed only marginally better. iRobot Corp.’s Roomba, which only does one thing — vacuum — is the standout in the field and has sold more than 20 million units since 2002. The company’s shares fell as much as 8.6 percent on Monday, the biggest intraday decline since early February.
More recently, Sony Corp. and LG Electronics Inc. have shown interest in the category. In January at CES, LG showed off a robot called Cloi in a demonstration that failed multiple times. Sony demonstrated a new version of a robotic dog called Aibo, which it sold a version of until the mid-2000s after first unveiling the concept about 20 years ago. It doesn’t do much other than bark (although Aibo has been programmed to play soccer). The canine bot also costs $1,800, or about the same price as a real dog from a breeder.
Advances in computer vision technology, cameras, artificial intelligence and voice activation help make it feasible for Amazon to bring its robot to the marketplace. The retail giant has shown itself willing to partially subsidize the costs of its devices for Prime subscribers who buy more products and subscribe to services through its gadgets. That could also make such a product more affordable for mainstream consumers in the future.
The Internet is overflowing with content, with approximately 4 million blog posts published daily. And this number doesn’t include the numerous white papers, case studies, infographics, videos, and all the other types of content being published. After you hit that “publish” button, the next great piece that you create will join this vast sea of information, leaving you to wonder, “Will mine be read and shared and drive customers to action?” The answer may be “yes” … but first, the piece must be found.
Content marketing is an effective strategy for generating both inbound traffic and leads. This type of content is typically “evergreen” and continues to drive traffic long after creation. In contrast, pay-per-click (PPC) provides quick spurts of traffic that make its performance easy to measure and understand. These are two very different marketing strategies and are most often used separately, but some marketers are asking an important question: Why not do both?
The Benefits of Combining PPC and Content Marketing
Creating excellent content is only half the battle of reaching your target market. PPC allows you to take that great content, promote it, and drive sales and leads faster.
Leveraging PPC in your content marketing strategy also helps you better understand exactly who is interested in your products and services. Maybe those who are completing purchases, for example, are slightly different from your original buyer persona. If so, you can modify that persona to better reflect the true purchasers of your products and services.
The results of PPC are easily tracked, which helps you better understand how to present an offer. For example, let’s say that you create an e-book focused on a burning pain point of your target market. You can test a couple of different variations of presenting that offer through PPC, measure your results, and perfect the strategy. But before launching this strategy, you must first create amazing content and resources that will entice customers to engage with your brand.
The First Step: Creating High-Performing Content
The first step to creating a great content marketing and PCP strategy is to design something that your audience will be excited to read. Knowing what topics your audience will love isn’t always easy. So, instead of reinventing the wheel, tap into topics that are proven to work. Find content that has gone viral in the past … and then create something even better.
Use a tool such as BuzzSumo to view what issues are trending in your industry to better understand the topics that are getting traction. For example, let’s say that you type “content marketing” into the tool. The most popular article for that keyword is “8 Trends That Will Shape Content Marketing in 2017,” which harnessed 1.3K LinkedIn shares and 720 Twitter shares.
Do a careful read of the article and ask yourself, “What could be improved on this topic?” Maybe there are gaps in the existing article, or things that aren’t covered well ― or covered at all. Maybe the content would benefit from interviews, research, or additional statistics. For example, for a trends article, you could interview several industry influencers and use their quotes to support each trend. Or perhaps you could infuse the article with videos to add depth and insight to the subject. Take a topic that has performed well and use this knowledge to create something better by adding more of what the reader wants.
You can also tap into the content that you’ve already published through your own content marketing efforts. You may have a high-performing e-book that you’d like to get into the hands of more prospects. If so, you can use a PPC strategy to accomplish that (more on that in a minute). But first, here are a few tips for making content even better, whether it’s a new piece or an existing asset that you’re refreshing:
- Create twists and turns to capture interest. Has your topic been covered excessively? If so, it doesn’t mean that you shouldn’t write about it, especially if the topic has performed exceptionally well in the past, but the key is to stand out. Try doing the opposite of what others are doing. For example, if everybody is writing about the best strategies for XYZ, write about the worst ones (and how to fix them).
- Capture attention with amazing headlines. Eighty percent of people will read your headlines, but only 20 percent will read your content. So, you can never spend enough time perfecting your headlines and checking their results. PPC is an excellent tool for testing your headlines and determining which works best.
- Create content that is actionable. Providing strategy is great, but what can your readers do with your content? Can they take what they learned and apply it right away? Actionable content empowers your readers and builds greater engagement and brand loyalty.
- Add images and video to your content. Video is expected to claim more than 80 percent of all traffic by 2019, and 90 percent of customers report that product videos help them make purchasing decisions. If you’re not using video in your content, brainstorm ways to add it. For example, in the 2017 content marketing trends example above, you could include short video clips of the influencers giving their predictions, and then test the results through PPC campaigns.
You’ve created amazing content that is proven to perform well because you’ve invested time and research in finding the best topics. You’ve reviewed existing high-performing content, found the gaps ― and you know exactly how to make it better. So now what? If you want to get truly amazing results, couple that amazing content with a PPC strategy.
Combining Your Content Marketing and PPC Strategies
Using content marketing and PPC together works very well because you’re taking a piece of powerful, popular content and sharing it with people through PPC ads. This instantly boosts the odds that you’ll get a higher ROI on your marketing dollars. But first, you must understand the most effective place to invest your content and PPC dollars. Here are a few tips for getting started.
– Understand where customers spent time on social media. Measure the engagement that you receive from different social media platforms. For example, a B2B technology company notices it gets a high level of engagement through LinkedIn. If so, this is the first platform where you should test content-driven PPC. Measure your results, and iterate as needed.
– Determine the best content subject and format to promote it. Gated assets, such as that great e-book or detailed white paper that you wrote about a major pain point for the audience, are ideal candidates for PPC. Seasonal content, such as that trends article launched at the end of the year, are also good choices. Take the assets with a track record of excellent performance and test those first.
– Segment your campaigns. Some companies make the mistake of setting up campaigns for each of their products or services. Instead, plan campaigns for as many groups as possible, and segment by the main product feature, benefit, or other specific pertinent factor for your target audience.
– Leverage relevant keywords. The more specific your campaigns are, including keywords, the better your leads will be. Obsess over searcher intent.
For past content marketing efforts, you may have used guest posting, which is an effective strategy for getting in front of a target audience. The challenge, however, is that only a fraction of the total readers will be interested in your product. In contrast, leveraging content through PPC campaigns allows you to drill down to a specific persona that you’d like to target, so it’s no longer a numbers game.
For example, LinkedIn allows you to create a sponsored content campaign by using the campaign manager feature and then clicking the “sponsored content campaign” option. Simply select the piece of content that you want to sponsor. NewsCred used this strategy with LinkedIn and increased views 4.2 times for their unsponsored company updates, after running 20 sponsored update campaigns. Use examples like these to inspire your efforts.
Altering the Buying Path for Greater Results
Customers are traveling a buying path, and it may be long or it may be short. They may have some awareness of your product ― perhaps they saw it at a trade show or a co-worker mentioned it ― but they’re not even close to purchase yet. Combining content marketing with PPC allows you to alter the course of this path.
Whether prospective customers are at the start of their search or at the end of the sales cycle, you can move them forward faster and closer to the sale with this powerful double-whammy strategy.
Have you used PPC to increase the effectiveness of your content- marketing efforts? If so, please share what you’ve learned.
Google announced the launch of Google Go in Nigeria and across 26 other Sub-Saharan African countries. Google Go is a search app built specifically for the African market to address the issue of slow internet connectivity.
As smartphone penetration increases on the continent, there is still a wide divide in smartphone specifications and internet connectivity. The app wants to give users a seamless web, access and search experience across board regardless of what device they use or how strong their data is.
Google Go organizes all a user’s interest in one place; trending topics, quick search functionality, images and GIF search, and voice search among others.
Smart suggestions give users search results while they are still searching and the new improved voice search can pick up the strongest of accents.
Weighing less than 5 megabytes, optimally functional on low-RAM smartphones, and able to save up to 40% data, Google Go seems like an answer to Nigeria’s internet situation. It utilizes a new compression technology to make search and web experiences faster.
For now, Google Go is only available on the Google Play store for devices running Android 4.3 (Jelly Bean) and above.
Oprah Winfrey, Jeff Bezos, and Donald Trump have all thrived on their ability to get things done. They have each established enormous brands and images that have fueled their personal and/or company success over the past many years.
There is a lot that can be learned from the ways that they rose to fame. This is especially true for marketers that are trying to grow their companies and increase brand awareness. Here are 10 marketing lessons, specifically, that can be learned from Oprah, Bezos, and Trump:
1. Be honest
To start, Oprah has built much of the rapport she has with fans by being honest in her shows. She has discussed her struggles with weight and has been deeply personal in front of large audiences. That has established a higher level of trust in what she does because people take her word more seriously.
The same could also be said for the way that Jeff Bezos has showcased Amazon’s vision. It is no mystery that they want to be the store where people can buy anything at a fair price. This mission has resonated well with customers and driven the majority of the decisions that Amazon makes as a business.
The word risk is ingrained into the vocabulary of Trump, Bezos, and Oprah.
Oprah quit her job as a news co-anchor in Baltimore to run a poorly rated show in Chicago. Then, after helping take that show to the top, she started her own show. Similarly, Jeff Bezos has taken Amazon in directions, like with AWS, that many would never have even associated with the company. Possibly most emphatic of all, Donald Trump ran for president.
The chances that these three have taken put them in situations that could have led to massive failure. Some of the chances that they took did, indeed, end poorly. For example, Amazon acquired pets.com which totally failed; Oprah once invited neo-nazis onto her show, and Trump has received extreme backlash for some of his political decisions.
That said, it is these risks that they have all taken that have put them in their current situation. In marketing, being willing to take chances is what could differentiate your company.
3. Think outside of the box
Oprah ventured away from her TV show by writing books, creating a magazine, a TV network and more. Furthermore, the creativity that exists within Amazon and Bezos’s contribution to that creativity are tremendous. It is one thing to take a chance when presented with two options. It is something completely different to come up with those two options in the first place. The Alexa team, the physical bookstores and everything tied up in Amazon Prime are just a few examples of this creativity.
Traditional marketing ideas are floating around at every company. Being creative is the way to step away from the pack and gain traction.
4. Care about people
There was an episode of Oprah where she gave everyone in the audience a new car. Jeff Bezos has put Amazon at risk of failure just to provide his customers with lower prices. Trump appealed to millions of Americans and won the election based off of their belief that he could make life better. What has helped these three establish such powerful brands is their intense focus on their viewers/customers/users. This has been communicated through words and actions.
As a marketer, thinking about how to really help people instead of just getting their money is the best way to create long-term relationships and trust.
5. Embrace trends
Amazon has been quick to embrace new trends. They have emerged as leaders in countless fields because of their ability to adapt to the times. As a large company that can be extremely challenging. In politics and popular media, the same can be said. Trump and Oprah have excelled from their ability to discuss and navigate relevant issues.
Staying up to date personally and as a company will keep you exposed to new and relevant information that you will need in order to succeed moving forward.
6. Think long-term
When opportunities present themselves, you have to jump on them.
It is remarkable that even while doing quite well, whether it be with Amazon’s revenue, Oprah’s personal brand, or Trump’s financial well-being, all three continue to be forward thinking. For example, Amazon has been around for over twenty years. Oprah spent 25 years on the air. Trump has been popular in the media for even longer. They have created long-term visions that have enabled them to be effective, continuously, over time.
7. Invest in a channel
Twitter has become an extremely powerful platform for Donald Trump. He currently has 44 million followers, which is more than 10% of the US population. Subsequently, it has become a platform for him to express himself and his ideas/opinions extremely frequently.
Creating a singular channel where you have such a large reach and impact can be extremely valuable for marketers. This can establish you as a thought leader, build community and give you a powerful platform to share your ideas and new products.
8. Be thoughtful about your audience
One of the most important aspects of marketing is understanding your audience. Trump, Bezos, and Oprah have excelled at this. Despite preconceived notions going into the election, Trump reached the people in America that he was trying to reach. That led to them showing up on voting day, and it won him the election.
Oprah has also developed an astute following over time. She caters her content to people whom she thinks she can make happier. She then has added value to their lives. Amazon focuses on particular niches of people as well within each of their different services. They have extremely customized pages for each user based on buying preferences, for example.
Understanding who you are targeting and doing what you need to actually target them is a huge advantage for marketers. You will spend less time on people that are lower value and you will be able to help the ones you are actually after.
9. Use humor
Oprah has been the best at this. She makes people laugh and approaches life with a sense of light-heartedness. Humorous marketing campaigns, as long as they are not offensive, can build serious brand traction.
Too many people take the world very seriously today. A more lighthearted approach will lighten up the mood of customers and can be powerful in marketing efforts.
10. Be a thought leader
People have flocked to Oprah because of the knowledge that she provides. Between her book lists and thoughtful content, audiences have been attracted to her brand and leadership. You could say the same for Bezos and Trump.
Being a thought leader in a particular category relevant to your product can drive large audiences to your business. This can lead to a huge uptick in sales.
The clock is running down.
Sales is pushing hard to meet their yearly targets, and they are looking for marketing to step up and help them finish strong. You (and several Starbucks Grandes) are their secret weapon when it comes time to crush their goals. It’s do or die, and the fate of the year is in your hands.
I wish that I could say this feeling, this weight on your shoulders, is uncommon for marketers like us. But it is not. The truth is – we know this situation all too well. To save the year, marketing teams are often pushed to launch programs that will close the gap between forecast and goal. Some of these programs are perfect, some are unproven, some are lucky, and others just downright awful.
Hindsight being 20/20, the obvious way to make the end of your year less stressful is to produce results consistently, and gain quality leads throughout the year. But when that crunch time comes around, how does a marketer balance urgency with the long-term goals of the business and the brand?
Let’s talk “fact or fallacy” when it comes to tackling your end-of-year goals, by identifying real strategies and tactics (common and uncommon) that will impact those critical final days.
Discounting is one of the first tactics to come across a marketer’s desk at the end of the year, but it can potentially cheapen your product or service if not executed properly. It effectively conditions your current and future clients to wait until the last minute to close deals, since they know you’ll be more flexible during the end of the year stretch. This can hinder long-term profits, impact your brand image, and lower your company’s perceived value at the same time.
Even so, discounts are a valid part of the sales process and can be a great incentive – when used appropriately. The best way to make both your boss and your prospects happy here is to segment your audience and focus on value, or work to upsell from their current position.
Incentivize the actions you want your prospects to take, but avoid belittling or cannibalizing your main offer where you can. Including an additional service at no additional cost (or at a reduced cost) gives the customer extra motivation and added urgency, while leaving the integrity of the main product offering intact.
Increase Outreach Frequency
All hands on deck! Man the battle stations! Don’t take no for an answer!
Another common request from sales, this tactic has the potential to tip on-the-fence leads towards a buying decision, but it can be a HUGE turnoff with a large portion of your prospects. Calls and emails coming in too frequently can be a nuisance and may turn neutral (or even slightly positive) relationships into negative ones. Don’t overlook the possible hit to your email sending reputation, either; too-high frequency is a common factor for having your email noted as spam by recipients. You have to ask yourself, are those few closed sales worth the hit to our company’s image?
The best way to appease your boss and increase your email frequency, without hurting your reputation, is to segment. You can safely increase the total number of communications you send out near the end of the year, as long as you don’t send every single one of them to every single prospect in your entire pool.
This way, you get the best of both worlds: your company increases the total volume of its marketing efforts, and prospects don’t feel like their inbox is being flooded with unwanted mail. This is a great opportunity to hit the sweet spot with potential customers; with segmentation, you can fine-tune offers to make them fit better for different populations, and create urgency by using the signals that matter most to each segment.
Review the Top of Your Funnel
Here’s an idea to shake things up: Take a look at your fresh inbound leads. It seems counterintuitive to review these leads when you’re nearing the end of the year, but identifying leads that may have short cycles can improve your win rates, and provides a way to work smart instead of hard.
Knowing your sales flow is a key component here, and identifying potentially quicker-moving leads can make the difference between hitting and missing your year. If they begin their engagement with you with advanced, later-stage content (case studies, vendor comparisons, etc.) then they may be close to sales-ready rather than top-of-funnel. Segment, target, and nurture these leads with the most specific content and outreach you have. This process will not only give your current year a better shot at closing, but it will also set you up for your next year as well.
Note: this method requires a close partnership with the sales department, and insight from some of the top sales people at your organization. You should be aligned with them already, but if you aren’t, now is a good time to break the ice by helping them close some sales.
Work the Middle
Often overlooked, the middle of your funnel can be bursting with potential deals ready for a sales conversation. Reviewing these leads for opportunities to reengage is a way to jump priority and make an immediate impact on the year you’re working hard to help close.
Target these leads with the strategy of recreating a sense of urgency, which may help propel them to the bottom of the funnel sooner. Your goal here is to remind them why they were interacting with you in the first place, and find the solution that they missed the first time around.
If they went dark last year because they ran out of budget, remind them how ready they were to buy then. They might have the budget this year, and be especially happy to have you reopen this discussion for them.
Take those stagnant or silent leads, and bring them solutions to their problems. The quicker and easier the solution, the more likely they will be to come out of hiding and enter into a sales conversation.
Just as account-based marketing (ABM) has developed in response to the increasing number of people involved in a buying decision, account-based advertising (ABA) has emerged as a tactic under that ABM umbrella. With ABA, you can buy display advertising that is served only to people at your named, target accounts. For example, if you’re marketing a technical engineering product to IBM, you might target multiple levels of responsibility, such as Advisory Software Engineer, Senior Technical Staff Member, VP of Software. These are the only people who will be shown your ads.
For an end-of-year strategy, focus on those accounts most likely to buy, as determined by industry, revenue, and/or named accounts. Then tighten that focus further: advertise to, and deliver content for, specific job titles and specific industries.
Don’t confine yourself to the C-suite. Advertising to a variety of employees outside the C-suite can have positive effects on buying decisions, as shown here in a study conducted by Millward Brown Digital. Twenty-four percent of non-CEO titles have final authority, and 25% have heavy influence. Account-based advertising lets you reach beyond your website and touch your targets personally.
Although banner ads commonly get a bad rap, Google saw an increase in brand recall and intent by 15.8% and 9.4%, respectively from their use in their own ad programs. This swing has the power to keep your brand at the top of your prospect’s mind, which in turn can help increase their likelihood of purchasing your product or service. At the bottom of the funnel, these increases can mean the difference between a new customer and a lost lead.
Stay in Focus
As your buyer nears the purchase step, you’ll typically share the stage with one or two other competitors. You’ve already covered the differences in your product point by point, as well as your unique benefits. (If you haven’t made those differentiations clear – do it now.)
You want to ensure that you’re at the forefront of their mind during this decision-making time. Keep your brand in their view; keep from being overbearing by making your communications about their needs and concentrating on how your brand can serve them. A strategic market mix of tools like email and tactics like remarketing and tailored content distribution can help cement your brand’s value in the minds of your prospects, making you the thought leader and natural, correct choice in your space.
Jim Rohn said, “You plant in the spring, you harvest in the fall. No planting, no harvest.”
The best tools available to de-stress the end of the year are well-segmented and well-tested campaigns planned earlier in the year and deployed earlier (in the year, depending on your sales cycle). The short-fuse tactics discussed above can help mitigate time lost during the bulk of the year, but ultimately performing at a consistent level throughout the year is the best route to predictable, profitable, sustainable efforts across the board. With fewer migraines and much, much less stress.
Take the time now to align your marketing and sales departments. Share goals and metrics, and develop a collaborative process. Tap into sales’ knowledge of buyer behavior to inspire ever more-targeted campaigns. Next to sales, data attribution, segmentation, A/B testing, and regularly scheduled reviews will be your best friends throughout the year.
Set the tone now for a profitable year, quarter by quarter, and leave the scrambling to your competition as you leave them in the dust.
Just because you don’t have a million dollar budget to spend on promoting your business doesn’t mean you can’t still be effective in advertising.
There are many low-cost marketing options available that you can implement and use in your business. What’s even better is that is that a lot of these marketing strategies can be implemented for free.
Low Cost Marketing and Advertising Ideas
Here is a list of 20 low cost marketing and promotional ideas that you can use to kick off your marketing campaigns for the New Year:
This method involves printing out some inexpensive flyers and handing them out at local business parks or stores. Canvassing works very well for service-related businesses.
2. Content Marketing
I am sure by now that you have heard all of the hype surrounding content marketing. Well, I am here to tell you that content marketing is not hype and that it does in fact work. Content marketing involves writing valuable content and then marketing that information via different platforms such as social media platforms, your website and etc.
3. Invest in Door Hangers
Door hangers can actually be even more effective than mailings because they are hung directly on the customer’s door and have a greater chance of being noticed.
4. Invest in a Professional Website
You can create a professional-looking website by using any number of free website builders online. WordPress is a great platform to use for building a professional website.
5. Create and Offer Free Coupon Cards
Free services or consultations, you’ll encourage customers to give your business a try. Here is an additional tip: consider using the back of your business card as an area to offer freebies.
6. Start a Blog
Blogging is an excellent way to market and promote your business on the cheap. Make sure to write frequently and keep your customers in the loop about what’s new with your business. Check out my step by step guide for starting a business blog.
7. Get Active on Social Media
Social media platforms like Facebook, Twitter and LinkedIn are free and excellent platforms that you can use for promoting your business. Not convinced that social media is a right fit for your business, check out these statistics courtesy ofConvince and Convert.
8. Create a Free Facebook Fan Page for your Business
Facebook averages more than 1.23 billion monthly active users and counting. Creating a Facebook Fan page is a great way build your brand, stay engaged with your loyal customers and gain new visibility to potential clients.
9. Start a LinkedIn Group
LinkedIn Groups allow you to connect with others in the same industry, and also allows those with similar interests to share with one another, post and see jobs, make new contacts, and otherwise get established.
10. Create an Email Newsletter
Email newsletters are an excellent way to fill in your current customers on the happenings of your business. Aweber is a great resource that you can use to start an email newsletter.
11. Write a Press Release for your small business
A press release is basically an announcement where you can give details about your business and the services you offer.
12. Start participating in Network Events
This is an easy way to get to know and interact with others who are in your community and possibly even in the same industry. Meetup.com allows you to search by location and find different events and groups to participate in.
13. Guest Post and Submit Articles to other Blogs in Your Industry
Connect with influencers in your industry and offer to submit informative articles to their blogs. Guest posting for them will give you another avenue of gaining exposure in your industry.
14. Offer Incentives and Rewards Programs to your current customers in exchange for referrals
Current customers will be happy (and more motivated) to refer you to a friend if there is some sort of incentive involved. Check out this blog post to get some ideas for incentives and rewards that you can offer clients in exchange for referrals.
15. Setup Joint Ventures with other Companies in your business niche
Joining forces with another business in your industry will give you more exposure and allow you to get more visibility to potential customers in your niche. Consider participating in a joint event with another company similar to yours.
16. Conduct Free Webinars or Seminars on hot topics in your industry
People will log on to listen to a webinar, especially if they believe you are an expert on a topic in which they are not.
17. Get Endorsements on LinkedIn
LinkedIn allows others to “endorse” you – use these endorsements on your website as credibility building boosting testimonials.
18. Give away free trials of your products or a Free Consultation
People love freebies! Whether it be a product or a service, you can offer a deal for first-time customers for a free consultation.
19. Comment on Blogs in your Industry
Leave comments for other business blogs in your industry. This helps you get more traffic to your website, which can lead to more business leads.
20. Brand Your Email Signature
Your email signature is one of the most overlooked places that you can use to market and promote your business each time that you send emails. Wisestamp(aff link) is an excellent resource that you can use to create a branded email signature.
Facebook on Wednesday constituted its Nigerian Small and Medium Enterprise (SME) Council, the first on the African Continent.
During the inauguration in Lagos, Ms Abi Williams, Facebook’s SMB Sales Manager, EMEA, said that the council would be part of Facebook’s ongoing commitment to supporting SMB throughout Africa.
Williams said that the council would bring together Facebook Africa’s SMEs team and Nigerian business owners from a range of industries in a partnership designed to provide better digital tools for business and customer growth.
She said that the Nigerian SME Council was made up of 15 vibrant start-ups and established business owners from different sectors and locations across Nigeria.
According to her, each business will bring its wealth of unique experience in understanding and embracing digital and mobile strategies.
“The council will bring in experience on how to reach Nigerian customers, making them ideally positioned to offer Support to other companies who needed it.
“Small businesses form the backbone of most of the thriving economies in the world, driving sustainable growth and creating jobs, and those in Nigeria are no different.
“Facebook is strategically positioned to help SMEs grow their businesses and with a vibrant SME sector, Nigeria was a natural choice in launching our very first SME Council on the African continent.
“With 35 million people in other countries connected to a Nigerian business on Facebook, the global market has never been closer for Nigerian SMEs,” she said.
Williams said that the Nigerian SME Council had joined 10 other councils across the globe which included North America, Ireland, UK, Germany, France, Italy, Sweden, Poland, India and Brazil.
She said that the council would meet a minimum of twice a year with Facebook and Instagram teams to discuss successes and challenges, business ideas and solution.
Williams said that with the council, Facebook wanted to make local businesses to also be global businesses.
She said that there were equal field for everyone online, hence SMEs should tap into the mobile opportunities.
According to her, Facebook founder, Mark Zuckerberg, is passionate to invest in SMEs because of their importance to job creation and impact on the economy.
The News Agency of Nigeria (NAN) reports that the start-ups and SMEs in the council include Paylater, Digitxplus, Wakanow, Afro Foods and Spice Nigeria, The Legit and Way Out.
Others are Easyshop Easycook, Hush’ D, One Stop Baby Shop Nigeria, Mamalette, Bombay to Beirut, GIGM.com, Naphtali Party Rentals, Looking and STM Magical Creations Ltd. (NAN)