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Client growth

Measure everything!

When it comes to your content marketing strategy, you’ve got your goals written out (my first part of six posts) so it’s watching those results but a bit more too. 

Some examples include giving away a white paper/driving traffic towards web based results, executing email marketing campaigns, receiving direct contact in a sales capacity and social posts (in the capacity of earned media). Google Analytics is clearly a favourite tool for analysing unique hits, popular content pages, referral traffic etc.

The best article I’ve found on what to do to get started in analytics is here: https://lnkd.in/gt3DQW-g

My personal and probably fairly basic go-tos:
1 – Always love a content drill down – what are you most popular case studies or blog posts? That is huge for informing if you PR was successful, which projects are most interesting to prospective clients and hires and what content is the most interesting on your blog.
2- Acquisition / Sources – who is linking to your website and make sure it isn’t unwanted – check who is linking to you and why and what they’re saying for your own reputation management and those sources that are working – maybe think about investing in that platform for your marketing spend for next year
3- Look in All Pages and ‘Average time on page’ are people really reading your content?
4- Same report but then Bounce Rate – if its a high bounce rate then maybe something on that page isn’t working

What do you measure? What do you wish you were measuring but you’re currently not?! Confession time!! 

Categories
Client growth

Today’s marketing jargon explained

When I came up with my company name, I thought yeah it makes sense, it’s the abbreviation of external marketing – EXT MKTG – but it may take a while for it to be easily digestible. I think about it a lot and then started to wonder about current marketing lingo and how there are more definitions and abbreviations since I completed my marketing degree all those years ago. 

Thankfully, SWOTs, Marketing Mix and the 4 Ps are all still current/ valid but there is so much more, especially when you work in the field. Here’s what I’ve come up with as the most important and widely used, with a particular slant on metrics as this area seems to be where most the abbreviations fall. 

A marketing campaign – by definition – is a set of activities within a timeframe, using multi-channels and methods to promote a particular service or product, for example in terms of B2B, a new service being offered so that businesses can measure the existing projects of that service in the pipeline/revenue, and then from promoting it from October 1st, how many more projects or revenue is being generated from four weeks of buzz around it. Maybe it’s a new coined phrase for your service? Or have you moved into a new revenue stream from making a particular product or buying out services from another firm? 

Being ‘Channel agnostic’ – a slant on how to think about the customer journey, it’s not about the channel per se, but the communication received in whatever form by the customer when interacting with the brand or company. A business or brand communicates consistently and without preference to all channels, in the hope that consumer who sees the content become customers. In the B2C world, a brand seen to be ‘channel agnostic’ will position themselves as believing they are customer-centric and the journey starting with them but shouldn’t that always be the case? 

Digital communication evolves constantly but more recently it’s taken huge leaps, WhatsApp is no longer for just between friends etc. Digital is finally being considered within the marketing team’s job description instead of a separate department. Of course digital specialists exist, but the commerce or digital team should not be separated, they should be brought to the fore. Who are your digital gurus? Are their ideas at the start of your marketing and business development plans? Do you have SEO specialists on your books?

A report by We are Social and Hootsuite stated some great stats earlier this year; 

“More than 4.5 billion people now use the internet, while social media users have passed the 3.8 billion mark. Nearly 60 percent of the world’s population is already online, and the latest trends suggest that more than half of the world’s total population will use social media by the middle of this year (2020).”

Source – We Are Social

What about looking at measures of success? What is successful for your business, ROI or hopefully more than that?! 

An article on how marketers should report marketing activity to CEOS stated that they care most about the ‘CAC’ (Customer Acquisition Cost) which is…. 

“This is your total Sales and Marketing cost: Add up all the program or advertising spend, plus salaries, plus commissions and bonuses, plus overhead within a given time period. Then, divide it by the number of new customers in that same time period. For instance, if you spent $300,000 on Sales and Marketing in a month and added 30 customers that month, then your CAC is $10,000.”

Source – Hubspot

What about Share of Voice, what does that mean? 

Share of voice is a marketing metric that helps your business determine how much exposure your brand is receiving. The primary goal of looking into your share of voice is to gain insight into the overall visibility of the brand. With that in mind, it’s also a useful marketing metric to utilize when conducting competitive analysis.”

Source – Alexa

Here’s an article on how to measure it (lots of other information out there!)

I saw a poll recently on LinkedIn that asked if I podded?! Its to do with conquering the LinkedIn algorithm – we are all having our content filtered / manipulated so we only see the content from the people you engage with the most, so if you have a big family and always like their posts, you will probably only see the activity your family are up to, which personally, I find annoying. I’d like the news in chronological order from all my contacts please, not this filtered version which gives me a very slanted view. 

Have you reported your MQLs or SQLs? These are Marketing or Sales Qualified Leads. Most of the time any business is excited about the prospect of a new project and getting proposals / quotes written and contracts drawn up so checking where or how the lead came from does not happen. It should! I always ask how did you find us or hear about us? Might sound obvious. Here’s a good article on the topic and includes info on lead scoring.

Some more links below for further reading and get in touch if you want to hear where I would put my marketing efforts / budgets these days. 

Zara, Director and Founder of EXT MKTG 

https://www.iabuk.com/jargon-buster

https://blog.hubspot.com/blog/tabid/6307/bid/34054/the-6-marketing-metrics-your-ceo-actually-cares-about-cheat-sheet.aspx

https://www.articulatemarketing.com/blog/5-essential-marketing-metrics

Categories
Client growth

Getting communication right

In my first article I wrote about making the right decisions for your business, and then touched on how to communicate your message. There’s a reason there are A LOT of communications specialists around: because the discipline is so broad. Internal and external communications both have unique considerations and corresponding channels, so in this article I want to focus on HOW a business leader can deliver news internally.

The nuances in communications – for instance, sharing a piece of good news versus announcing a new company strategy – need to be considered very carefully, as it is vital that the message is delivered coherently, considerately, and with care. This may sound obvious to those of you who are GOOD communicators, but I’ve been in company announcement sessions looking at the Partners of my firm asking myself “What the hell are they on about?!”, and wondering how what they’re saying impacts the rest of the team. 

I actually find that internal communications can be muddier than external. In part this is due to the levels of familiarity that colleagues, sub-teams, teams, departments and offices all have with one another, not to mention the range of communications channels. From memes to memos, from signage to WhatsApp message – a new starter might find it takes him or her quite a while to figure out what the hell is going on, unless internal communications has been carefully strategised. 

An organisation’s size and composition and the frequency in which its leaders want to communicate are likely to be two of the biggest influencing factors when it comes to deciding upon the most appropriate communication channel. Some of the most popular platforms in use at the moment include: 

  • Slack – calls / messages 
  • Workplace by Facebook – newsfeed, calls / messages, you can do polls, set-up events – like facebook for people, but for businesses to use. 
  • Microsoft Teams – calls / messages. I tried to find other features, but the only feature that makes it unique is that it’s part of the Office 365 which your business may have anyway so it’d be free but so are most others! 
  • WhatsApp – calls / messages 
  • Skype – calls / messages 
  • Moxtra- software that is white-labelled and customisable- so everything from calls and messaging to task management and document storage. 
  • HipChat – developed by Atlassian – calls and cloud storage, apparently has good security and good search functionality 
  • Trello – subsidiary of Atlassian – ‘collaboration tool’ 
  • Atlassian – project managing / comms
  • Blink – messaging and cloud storage
  • Fuze – calls / messages 
  • Zoom – calls / messages 
  • Chatwork – business social networking tool for small businesses (chats can be conducted privately or in a group. Chatwork also offers task management, video calls and CMS). 

From what I’m aware, all chat platforms have the ability to have groups set with a topic, just like WhatsApp group, so rather than being a ‘new’ feature, it’s something we have all come to expect. But in terms of business software, the list is much, much bigger! And when it comes to server storage, collaborating on live documents, accounting, expenses, HR, project managing, social media management, website software, marketing mailers and CMS, the list is endless! 

We spoke to Communications & Engagement specialist and famed copywriter Helen Greenwood and asked what she considers to be the three most important aspects when developing an internal communications strategy. Helen’s response was “audience, relevance and timing”. She followed on to say: “People are far more likely to pay attention to a piece of communication if it’s clear that it’s relevant to them – for example, if the content of the communication influences how they feel or act. That means businesses have to think very carefully about how to craft and position their communications if they want their target audience to take notice. As most organisations comprise multiple audience groups, this may mean that one message has to wrapped in a range of ways in order for it to land successfully and achieve the intended results”.  

To discuss your communications issues or complaints for how communication travels or gets lost within your organisation, please get in touch with us via Contact button, we’d love to help.