Inbound Rocket

Everything You Need To Know About Email Segmentation And Personalisation

Everything You Need To Know About Email Segmentation And Personalisation

This is a guest post by Ankit Prakash.

Email marketing is evolving every day. It is no more about how many emails are sent to how many subscribers. The focus has come down to quality, once marketers would rely on batch and blast technique. Although there are many who still like to flood the subscribers’ inboxes on a daily basis, the majority chunk is now working on sending personalised emails. Email segmentation and personalisation can be referred as the most viable alternative to batch and blast technique.

It is important for the subscribers to read the emails. If they are not reading, then it is hard to convince them to take the next step. And to make them read, there is a need to send out emails that align with their interests.

So, how do we do that?

Email segmentation and personalisation is the answer.

For instance, an email from Modcloth was good enough to hold its customer’s attention, and also aligned with their interests. The use of GIF in the email content scored them some more brownie points.

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Posted in Email Marketing | no responses

How to Use Content Marketing to Drive Sales Through All Five Stages of The Customer Buyer’s Journey

How to Use Content Marketing to Drive Sales Through All Five Stages of The Customer Buyer's Journey

Over the last decade, the world of (online) marketing has changed. There used to be a time when you could just advertise at random places, and you could expect a steady stream of click through to your website.

The very first banner ever even had a Click Through Rate (CTR) of 44%, nowadays companies are jumping through the roof when they 0.44%, with an average CTR at the moment of 0.17% according to benchmarks by DoubleClick.

Today’s consumers have changed. They are either “banner blind” and blocking out the advertisements on website mentally or have ad-blockers installed. They look beyond logos, overlook your promotions and won’t sign up for your newsletter. Today’s consumers only need the information when they want it, delivered to them in a format they want it.

If you’re broadcasting your products or services to your target audience, good luck trying to sell to them. Consumers want to start a dialogue with you, and they don’t like being told what to choose and what to buy. So how do you make your potential customers notice you?

You do this by being helpful, hence the birth of Content Marketing.

But with everybody diving into Content marketing nowadays, it becomes more and more difficult to cut through the noise and get your content delivered to your potential customers. And what happens next? While different Content Marketing Strategies might have a different purpose (lead generation, brand awareness, website traffic, etc.) the end goal should always be the same – to increase revenue and drive more business.

In the old days it was the sales team that used to shoulder the sales funnel or buyer’s journey, but nowadays the buyer’s journey has transformed into more touch points across different channels. Quality content provides more than just a great way for marketers to connect with new audiences; it also helps your sales department better. With the right content, your sales staff can:

  • Be better prepared for their sales conversations;
  • Get better-qualified leads
  • Gain access to selling tools to engage more effectively
  • Learn more about their audience through analytics

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Posted in Content Marketing | no responses

Seven Tips For Creating The Optimal Cross-Channel User Experience

Seven Tips For Creating The Optimal Cross-Channel User Experience

Nowadays users interact with your company through many different channels. What might start on the web, might go to mobile and tablet applications, emails, print, radio, social media, by talking to your employees on the phone for customer support, etc., etc.

When users engage with your company through a particular channel, they don’t consider it to be the “email channel” or the “mobile channel” (as you might describe the different touch points internally). They just see it as one of the many interactions that make up their entire user experience with your company.

Cross-channel marketing or multi-channel marketing or omnichannel marketing or whatever term you prefer internally is all about engaging with your customers or leads across every channel and any device you might think of.

The subject itself is something you might have heard about before somewhere. Although you might have thought about it before, or you might already dipped your toes a bit in the water regarding cross-channel user experiences, a lot of companies are still missing out on a lot of opportunities to make it work for their business.

Having a consistent customer experience across different channels increases the brand awareness and helps deliver a higher conversion in the end. But what are the items that a good User Experience design needs to adhere to achieve this? Resmini and Rosati, authors of the book Pervasive Information Architecture, Designing Cross-Channel User Experiences defined seven items to keep in mind when designing a cross-channel experience:

  1. Customer focused
  2. Consistent
  3. Recognisable
  4. Channel Specific
  5. Complementary
  6. Measurable
  7. Anchored within the organisation.

Let’s dive into all seven, so you too can deliver an optimal cross-channel customer experience for your clients!

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Posted in Content Marketing, Inspiration | one respons

How To Hire A Professional Content Marketer For Your Business: Tips And Tools

How To Hire A Professional Content Marketer For Your Business: Tips And Tools

This is a guest post by Gloria Kopp.

As a small to medium sized company, it’s typical to have an ‘all hands on board’ approach to operating. You are often made to wear multiple hats and do a variety of different jobs, which can not only be overwhelming but may also extend beyond the capabilities of your skillset. Because of this, outsourcing certain tasks can start to make a great deal of sense.

You will quickly find that content creation is a large portion of keeping your business updated and relevant online. Search engines and readers alike love to see fresh, new content, updated regularly. While you could spend all of your time dedicated to this task, delegating it to a professional leaves you free to focus on the rest of your business needs.

The person you choose to create and market the content for your business will essentially become the voice of your company and brand. It’s for this reason that this is such an important decision when it comes to finding and hiring that person. Here are some excellent tips for what to look for when hiring your content marketer, so you attract and find the best person for the job, who will put the best face on your company.

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Posted in Content Marketing | 2 responses

The 4 U Formula For Crafting Killer Headlines

The Headline Formula That Will Urge Your Readers To Click Every Time

Let us ask you a question, what made you click on this post’s headline — whether you saw it on Facebook, Twitter, Google, or in an email?

Maybe you clicked it because it promised to solve a problem for you — how to write better headlines?

Or maybe because it promised you could learn to start writing headlines the right away?

Just like when you want to write copy for an advertisement, when doing content marketing it is crucial, to begin with, a stunning, attention-grabbing headline.

According to David Ogilvy, also known as “The Father of Advertising”, author of Confessions of an Advertising Man:

“on average, five times as many people read the headline as read the body copy. If you haven’t done some selling in your headline, you have wasted 80 percent of your client’s money.”

If you were not convinced yet, those should be some powerful words which should motivate you to start paying more attention to your headlines. Especially in today’s worlds where there is a rapidly shrinking attention span happening. Next, to that, there is advertisement everywhere and lots of content competing to get the attention of your target audience.

In other words, headlines are more important than ever!

In this blog post, we will talk you through an effective formula known as the Four U’s. The Four U’s is a strategy developed by Michael Masterson, and if you want to dig even deeper after reading this post, we suggest reading “The Copywriter’s Handbook” by Robert Bly – a must-read for copywriters, advertisers, and marketers.

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Posted in Content Marketing | 4 responses

Why Context-Aware Email Marketing is the Key to Mobile Success

5 Ways to Convert More Customers with Context-Aware Emails

When was the last time you were excited to open up your email? If you’re a little bit like most people, you probably don’t look forward to opening your email inbox; it’s exploded with all the newsletters you at one point subscribed to, all the emails from the different social networks where you’re a part of, etc.

And let’s be honest with ourselves: most emails indeed are a bit annoying. According to research done by IDC in 2013 (full research available here), social media seems to evoke “excitement” as the prevailing sentiment.

80% of the 18-44-year-olds check their smartphone straight after waking up, and that is not to check on email. The word that comes to mind when talking about email? Productivity. Emails are a chore.

Of course, using great subject lines, you might make people interested in opening up your emails, but the excitement mostly quickly gets away as soon as the email is opened.

Still, email marketing is still one of the most efficient ways of communicating with your customer, but email marketing campaigns have stayed mostly the same over the last couple of years. Many brands are simply not trying anything new.

In here, lies a significant opportunity for you and your brand.

What if you could make your emails more interesting? And what if, by making them more attractive, you could increase opens, click-throughs, and conversions?

In this article, we’re going to look into different tactics that can make that happen for you and your brand.

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Posted in Email Marketing, Inspiration | 6 responses

Content Marketing KPI’s: How To Get Started

Content Marketing KPI's: How To Get Started

Everybody it seems is doing Content Marketing nowadays. Or at least thinking about doing Content Marketing. Whether it is through one of their social channels, or via their owned properties like their website. Content Marketing is  🔥

As a Content Marketer, though, it’s simply not enough to simply do research, write, publish, and then repeat the circle again. You must measure the impact that your Content Marketing is having on your business. This holds true when you’re just starting with your Content Marketing or just periodically. You need to ask yourself three important questions:

  1. What is the desired or anticipated outcome?
  2. What data can and will be collected?
  3. What are the indicators of failure or success?

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Posted in Content Marketing, Lead Conversion | no responses

How to Come Up with Great Blog Post Ideas Consistently

How To Come Up With Great Blog Post Ideas Consistently

If you’ve been following our blog for some time now, you should know that content marketing is a powerful way to market your company online. It’s a way to demonstrate your expertise and increase your online following, all in all, to help you gain more leads for your company and help you sell more.

But how many times has this happened to you? You sit down to write a blog post and… nothing.

You’ve been writing for some time now; you see the traffic coming in every day. But no matter how long you sit and stare at your screen, it’s still just… nothing.

Coming up with a constant flow of ideas to write about for your audience can be hard. How do you keep the ideas and creativity constantly flowing to ensure consistent traffic, leads, and conversions?

Here’s the good news, however: Everyone gets stuck sometimes, but there’s a much better way to come up with content ideas than just staring at your screen and waiting for a miracle.

But before we give you specific topics and ways to generate blog topics, there are two key principles you need to keep in mind:

  1. Write about your niche, not your product. Even more so when you’re just starting out, and nobody heard about you yet, people don’t search for your product name or categories. Most people search because they’ve got a problem and they are searching for information or a solution to their problem. Content that is relevant to the life of your audience is way more valuable than content just hammering out product specs. Think of it like this, what would you rather click on: “Content Services $150” or “How to Promote Your Content”?
  2. Deliver value. Content marketing should deliver entertainment and/or educational value to your audience. Always make sure that your target audience will be interested, be intrigued, is having fun, or will learn, the next time that they are engaging with your content. Practising Customer Development is not only to learn about whether or not your product or services are solving the problems of your potential audience, but by doing customer development you can also learn and discover topics of value for your audience.

By keeping these two items in mind, let’s dive into different ways on how you can come up with ideas for your content machine.

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Posted in Content Marketing, Inspiration | 11 responses

SEO Strategies To Get Your Startup Off The Ground

SEO Strategies To Get Your Startup Off The GroundThis is a guest post by Nate Vickery.

Startups are very fragile. In fact, they are so fragile that the vast majority of them doesn’t make it past year 2 or 3. There are innumerable reasons as to why this happens and among those reasons is that they often simply do not find enough customers to become financially viable. And when a startup has difficulties doing this, the support of investors also tends to weaken.

In today’s world, startups are just as likely to find customers online as they are offline. In fact, for many of them, the customers will almost exclusively exist and do business online. Some of them will not even exist outside the web.

As a result, it becomes quite obvious that a startup needs to be as visible as possible online if it is to survive and as we all know it, no one (or at least almost no one) is visible online without a bit of Search Engine Optimisation (SEO).

In short, a startup simply has to do SEO if it is to survive.

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Posted in Content Marketing, Inspiration | no responses

7 Industry Experts Share Their Best Kept Social Media Secrets

Industry Experts Share Their Best Kept Social Media Secrets

Every company is different; every social media network has its quirks.

If you’re a startup, it can be difficult to get started with your marketing efforts on social media. How did other companies deal with these struggles?

Are you looking to step up your social media marketing game?

Wondering what tools and tactics the pros are using?

We asked some top social media experts to share us their tools and tactics. The question we asked all of them was:

If you are starting out with your company, maybe you’re in the pre-launch phase or your just launched the first version of your product. How do you build your social media following when no-one ever heard about you yet?

How did you build engagement with your new followers and how did you attract them in the first place? What networks did you use?

Can you describe your ultimate growth technique for building and launching your company on social media and how can people implement that for their companies?

In this article, we’re going to look at their answers, and you’ll discover seven ways you can start and stay ahead of your competitors on the social media curve. This is who they are, from William Harris (Elumynt) to Sujan Patel (Web Profits) and all the brilliant minds in between.

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Posted in Content Marketing, Inspiration, Social Media Marketing | 2 responses

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