All posts by Wendy Dessler

Wendy is a super connector who helps businesses find their audience online through outreach, partnerships and networking. She frequently writes about the latest advancements in digital marketing and focuses her efforts on developing customized marketing plans depending on the industry and competition.

SaaS Branding

6 Unique Strategies for SaaS Marketing Success

Providing software as a service rather than an installation package has great advantages; it allows clients to use your software from any remote location without expensive hardware. However, there are so many SaaS providers available online that it is vital to have an effective branding strategy to differentiate yourself from the crowd.

Here are some useful tips that can help you to brand your SaaS business communications:

1.      Create a Distinctive Logo

How you design your company logo says a lot about your firm. It acts as your brand identity and builds loyalty amongst your customers. To create a distinctive logo, keep the following in mind.

  • Focus on the message you want to communicate. If your SaaS application is targeted towards small businesses, your message could be focused towards entrepreneurs.
  • A good logo is scalable and easy to reproduce. It should be able to fit on a business card or extrapolated on a large poster without disrupting the picture quality.
  • Your logo can also be used to express the major benefits of using your application. For example, if the main feature of your software service is speed, then a lightning bolt can promote this feature.

Photo credit https://unsplash.com/photos/G9_Euqxpu4k 

2.      Choose Your Brand Colors Carefully

The next step in building a strong brand is to choose the right colors. You don’t need many colors to impress your audience. In fact, some of the world’s strongest brands such as Google and McDonald’s use simple and fewer colors in their business communications. Notice how Salesforce, for instance, uses a logo with just one blue color.

People react differently to different colors. Each color has its own personality and it can help you build an emotional connection with your target audience. The color red captures attention, while yellow, resonates happiness. Hence, a combination of two or three essential colors can help you build a strong brand image.

3.      Focus On What Makes You Unique

Adding a tagline below your logo or on top of your brochure can make your SaaS application more attractive. However, your tagline should be closely related to your business model and reflect every aspect of your service. Always focus on what sets you apart from your competition.

An essential element of creating a unique brand is to focus your business communication towards your target market. You need to be well aware of how your target audience will respond to your branding strategy and choose your themes accordingly.

4.      Use Engaging Imagery

Adding engaging imagery in business communication can help SaaS providers in many ways, including building an emotional connection with clients and helping users retain information for longer periods. Consider making use of infographics; these allow you to communicate complicated information in a way that’s easy to digest. When creating printed marketing collateral, try making use of full-color photography to give audiences a better look at your product or the people who represent your brand. This is especially important for collateral that packages other, less visually engaging materials, such as branded marketing binders. CompanyFolders.com showcases how creative you can be with your design, featuring the large variety of print design options available these days. Taking advantage of different print materials and imprint selections will surely help in crafting the best end result.

5.      Be Straightforward and Honest

One thing your clientele might not tolerate in your SaaS marketing is over-commitment. If your customer feels that your software is not able to deliver what you initially promised them, you might lose them to your competitors. Therefore, it is very important that you are straightforward and upfront about your software service while promoting your brand.

6.      Ensure Consistency Across All Mediums

Ensuring consistency in all mediums of business communication promotes brand recognition. As a SaaS provider, you need to make sure that your logo, color scheme, and taglines are the same across the board. This reflects professionalism and strong business practices—and helps with customer retention, as well.

Having a strong brand is vital for remaining ahead of your completion in the 21st century online marketplace. Apart from developing quality software, SaaS providers can build long-lasting client relationships by implementing these effective business communication strategies.

 

Legal BrandingLocal Branding

Rideshare Scams and How to Avoid Them

Rideshare can be a great tool to get to your destination safely. But, unfortunately, not all drivers have the best intentions. This story comes in two parts but is mainly inspired by a new trend among Uber and Lyft drivers. Drivers are beginning to make live streams out of their passengers.

It all started when it was discovered that at least one driver that drives for both Uber and Lyft has live streamed hundreds of rides over the last few months. The driver resides in St. Louis and has been since dropped from their services. However, two more cases have been uncovered in Wisconsin and California.

Many agree that this was unethical and could have become a serious safety issue for the passengers who have been involved. After all, many of the live streams were said to reveal personal information such as their full name, full appearance, and even their home address.

It is extremely difficult to identify and remove drivers who are contributing to a growing issue that is beginning to appear more widespread. This means it is important to be more aware than ever, before and during an Uber or Lyft ride.

Before you get into the car, look around for stickers that may say something about recording devices being present. Look for any camera pointed to the inside of the vehicle and ask questions if you are suspicious. In some of the previous cases, passengers did not notice stickers disclosing that there is a camera involved. Some even asked the driver about cameras where he lied, saying that they were for safety purposes. Uber and Lyft warn that that is not company policy and if you are not comfortable being recorded or suspicious at all to cancel the ride.

It is also important to report this behaviour to the company and also within your review to warn future passengers. Another reminder is to report any suspicious behaviour at all and if you ever feel unsafe during a ride, let someone know.

Another scam that Uber drivers in Florida are trying to pull is to accuse passengers of vomiting and charging them a cleaning fee when the passengers did not do anything wrong.

It is known that many Uber drivers dread hosting drunk passenger in fear of things such as vomit. This was made known when Uber announced the possible development of detecting drunk passengers before assigning them a driver. Drivers then voiced concern about being paid more for handling passengers who are intoxicated because many of them feel the cleaning compensation is not enough to cover the inconvenience of maintaining their vehicle. Experts believe that it also has to due to the small profits made by driving due to the expenses of gas and Uber coverage.

However, Uber is said to have been looking into it, but it is difficult to pick out the fraudulent charges among the legitimate ones. It is also difficult to classify this under criminal activity due to the unique nature of this scam. But, most people who fall, a victim of this, are people who fail to regularly check emails, bank statements, etc., so make sure to make that a habit if you do not do so already.

There are always new scams and dangers occurring, but the best way to avoid becoming a victim is to stay aware at all times, especially while using rideshare.

Local Branding

Best Ways To Convert Leads Into Customers For Your Healthcare Business

If you want to level up your healthcare business, you’re likely going to focus on ways not just to make it appealing to your general demographic, but to actually try amping up the game to increase your chances of pulling off conversions. This isn’t entirely impossible, however, as there really are ways to leverage on your healthcare business’ marketing in order to get the most conversions – you just need the right nudge in the right direction.

https://pixabay.com/en/woman-person-desktop-work-aerial-3187087/

If you feel as though there’s leads lacking in today’s websites in terms of conversions, you’re not alone – in fact, you’ve got the whole world with you. All websites have conversion problems, but it’s much less about conversions being “out of the trend” but rather about people not being able to get their conversions correct. It’s not as though companies don’t try, though. In fact, only 22-percent of marketers are content with their rates, with 52-percent of agencies and companies testing landing pages they use. The push for better conversions seems to be worth the while, though, especially when considering utilizing long landing pages properly. This can land you with 220-percent more leads than other landing pages with calls-to-action (CTAs) above the fold.

Healthcare Business: Ways To Level Up

If you want to improve your healthcare business, you might want to focus on improving your branding’s overall appearance and recognition, especially in your target market. Part of this is making sure you’re utilizing the best ways to secure conversions for your site, which can then increase returns and give you more opportunities or expansion. Companies such as Studio 56 are actually very capable of providing such assistance for your needs, but here are some methods you can deliberate upon as well:

  • Make sure leads aren’t waiting on you: When you get leads for your healthcare business, don’t keep them waiting. A major rule of thumb is that you should always have mechanisms ready to penetrate through your leads in order to find the switch that flips them into becoming customers. This is also because interest levels for the prospect can actually drop dramatically as soon as an hour passes, and this means they may even have moved on to a competitor. You need to set up a basic infrastructure to handle potential lead overload – for instance, try to avoid your customers to a company email accessed by a variety of sales personnel so someone always has access to an email should leads make contact. Support requests should also be traceable and quickly resolved. Speed matters in terms of establishing trust, and providing quick and efficient means of doing business is a surefire way to retain your leads’ interests.
  • Make sure you qualify your leads first to save time: When you qualify your leads, you can separate marketing qualified leads (MQLs) from sales qualified leads (SQLs). This simply means MQLs tend to rely more on retaining interest due to marketing, while SQL is more inclined to make an effort to do sales. You should try to convert leads into the latter, and you can identify who is which with an assigned coordinator, or even by members of the sales teams. This allows you to properly focus on efforts on the right kind of leadership, whether it’s someone who appears to ready for a sale, or someone who appears to be ready to consume more content and retain interest. You can also make a record of your leads if you have a spreadsheet ready with the kind of metrics you feel your branding needs in order to “qualify” as interests.

https://www.pexels.com/photo/view-of-operating-room-247786/

  • Make sure your teams are structured for more efficient operations: One of the major reasons conversion efforts fail isn’t because your plan isn’t well-thought out. It might be because execution of your plans really does need work – and this can be remedied by the proper structuring of your personnel. What’s more important is the kind of structure you create, which allows everyone in the sales team to move quicker. How do you want to communicate with your contact – via phone or via email? How will you register their data? When do you qualify something as a “sale,” and how do you do follow-ups? Organizing an infrastructure and making sure people are aware of their roles can be a good way of providing better service to customers, and therefore better chances of converting more leads.
  • Make sure you monitor your pipeline carefully: Remember that your sales pipeline allows you to get a good overview of the prospects you’re working to convert as leads and customers. Having a system setup allows you to not only see where your prospects are in the process and what they’ve done, but your team, in general, should be able to see from there the kind of movement you should do in order to motivate your leads to be able to buy from you and your brand.

The Takeaway: Converting Customers For Your Healthcare Enterprise

If you want your healthcare business to build a much better, more powerful branding for your customers, it’s important to remember that making sure your branding sticks is of paramount importance. Likewise, it’s also important for you to be able to find the best ways to convert leads into customers for your healthcare business. With the tips above, you can find many plausible and sensible approaches for your healthcare business to have marketing fit for converting leads into customers. If you have other suggestions or tips for your peers, feel free to chime in on the comments.

Digital Branding

Why Personal Branding Must Be Your Focus

Every day up-and-coming business ventures are established. Thanks to globalization, the marketplace has expanded, and products have become more varied. But to an entrepreneur, the dilemma of how to stand out arises. In a competitive environment, you can’t afford to be a wallflower. Successful businesses manage to stand out through personal branding. In this post, you will learn what personal branding is, and why you need it.

Personal Branding Explained

“Brand” is a familiar term. Recall your favourite shop when you were growing up. Ask yourself: Why did you like that particular store? What made it distinct? Is it because of its logo, name, commercial jingle, reputation, employees? Whatever it is, it’s part of that store’s branding.

Today, branding has moved to a personal level. Brands are no longer just attached to companies and products, but also to the individuals behind them. In an article, Forbes opined that it is necessary for business founders to invest in their personal brand.

A personal brand is an identity you make for yourself. When we say personal branding, it pertains to a practice of establishing an impression and presenting yourself to others. In a way, it is a marketing strategy that influences people’s behaviour and reaction toward you. It encompasses your professional experience, skills, reputation, network, and online presence.

The significance of Personal Branding

– Emphasizes human relationships

Gone are the days when customers were only concerned with the products and services they paid for. Customers now crave human connection. They look for credible brands and determine this by scrutinizing the names behind the brand.

But it is not all about your name. You become the ambassador of your business. Your principles, beliefs, networks, skills, hobbies, and even your fashion statements convey something about your brand.

Through personal branding, you can attract like-minded individuals. Later on, these individuals will comprise your loyal supporters. They will help you expand by talking about you and patronizing your business.

– Celebrates your individuality

The real beauty of personal branding is that it encourages you to embrace your uniqueness. Authenticity is so scarce nowadays that it piques the interest of people. By being true to yourself, you will provide a refreshing character that many will find attractive. The quirks and weirdness you thought you are better off without will be the qualities that will charm your market.

Being distinct is a natural consequence of embracing your individuality. It will enable people to easily recall who you are. You will cease to be just another blogger, photographer, or entrepreneur. You are you.

– Builds trust

One thing that is more valuable than recall is trust. By being yourself, you are exposing some of your vulnerabilities. And people have a soft spot for these things. They become more receptive when you open up to them. Your story will be relatable, your dreams will resonate with them, and your goals will be relevant. You will become a person they trust.

– Entails continuous learning

When starting out, you are not expected to figure out the entirety of your personal brand. You are allowed to grow. In fact, it is in fine-tuning your brand where you will discover your authentic voice.

Personal branding is a continuous process of establishing your image, building confidence, and gaining others’ trust. Experiencing personal growth and sharing the experience with your market are also part of the journey.

– Facilitates success

Personal branding as a marketing strategy is effective. Numerous trainers and coaches believe that it is indispensable in the digital era. You can’t blame them for the number of success stories speaks for itself.

Personal Branding by Celebrities

Anyone can benefit from personal branding. But the easiest way to appreciate its impact is through the celebrities who have utilized it. Think about Mark Zuckerberg, Bill Gates, Ellen DeGeneres, and Taylor Swift. These individuals are all successful in their industries. And personal branding plays an important role in how they are perceived by people.

– Mark Zuckerberg

When he founded Facebook, Mark Zuckerberg showed the world his inventiveness. He cemented this by making a simple fashion statement. The hoodies and grey t-shirts he constantly wore eventually began to represent the start-up culture that Zuckerberg embraces.

His personal branding conveys simplicity and efficient resource management, which are also reflected in Facebook’s objectives.   

– Bill Gates

Bill Gates is renowned worldwide because of his wealth. However, on his LinkedIn profile, he introduces himself as co-chair of the Bill & Melinda Gates Foundation and not as co-founder of Microsoft.

Gates also consistently donates money to charity. Another way he uses social media is by posting book recommendations. These actions establish in our mind that Gates cares more about philanthropy and knowledge than monetary wealth. This image makes him an ideal ambassador for his company.

– Taylor Swift

Taylor Swift’s success as a global superstar is a testament to how useful personal branding is. Early on, Swift connected with her fans and managed to build a loyal fan base. Her songs reflected themes that her supporters could relate to. She made sure to speak out about feminism, creativity, cancer, bullying, and other issues.

Her stand on such issues made her closer to her fans, which allowed her to easily transition from country to pop. Swift’s personal branding has also helped her survive celebrity feuds with her good reputation relatively unscathed.

– Ellen DeGeneres

Ellen DeGeneres is the epitome of effective personal branding. Her daytime show’s success and the subsequent launching of her own merchandise are indicative of what you can achieve as well.

DeGeneres’ personal brand capitalizes on her humanity. She is not afraid to show her awkwardness and weird humour, which her audiences gladly embrace. Her kindness, though, is what has endeared her to the world. Her personal branding has made her a credible brand that people trust.      

The Next Step

Now that you are aware of the significance of personal branding, it’s time to incorporate it into your own life. Let this guide help you. But always remember to stay true to your authentic self. After all, you will make your personal brand stand out.

Author Bio:

Daniel Ross is part of the marketing team at Roubler — a scheduling and payroll software platform founded in Australia. Their mission is to change the way the world manages its workforces.

Legal Branding

5 Marketing Mistakes You Should Avoid

In an entrepreneurial age, businesses are popping up on every corner, from artisan bakeries to future Fortune 500 companies that are bound to change the world. Needless to say, this is one extremely favourable environment for launching your own brand and grabbing your slice of the proverbial cake. One thing businesses of all sizes and types have in common, though, is the inherent need to market their products and services.

For better or worse, no matter if you’re selling plastic tubes or flamethrowers (looking at you, Elon Musk), your company needs a strong marketing strategy that will separate you from the rest of the herd and create an emotional connection with your demographic. Here to help your brand prosper in the marketplace of the future are the top five marketing mistakes you should never make.

Lack of deep market research

How do you expect to cater to the ever-fluctuating demands of the global (or local, for that matter) market if you’re not sure what your demographic looks like? You don’t, really. If you fail to dig deep into the prevailing trends that permeate the market right from the start, then you’re just giving your potential customers a way to your competition, because they sure are doing everything they can to gather as much information as possible on their audience.

Knowledge is power, and a thorough market research campaign will not only uncover the real desires, likes, and dislikes of your audience, but it will also uncover the best practices employed by the leaders in the industry. This will allow you to foster innovation and build upon their success, always staying one step ahead in the game and delivering an amazing product to your customers. So, do your brand a favour, and dig around the market before attempting to craft a winning campaign.

Neglecting social media marketing

Speaking of a winning marketing campaign, it should be centred on content marketing (more on that in a bit) and social media marketing. We live in an SM world where everyone and their dogs, cats, and aunts have a social media profile. Moreover, these people experience and consume content on a daily basis. They share their favourites with their friends and family for Pete’s sake, so why in the name of Zuckerberg would you miss out on the opportunity to reach such an expansive audience?

The need to market your business on social media by engaging with your audience through quality content cannot be emphasized enough. So, make sure your brand (and its distinct visuals) are present across all of your most relevant SM platforms for maximum reach and engagement.

Do you value your customers?

Of course, you value your customers. Now simply find interesting ways to show them just how much you appreciate their time and how much you care for them as your loyal customers. You want to use all available tools to make an impact and inspire existing and potential customers to fall in love with your brand by offering discounts, cool promotional items and even gift cards and actual gifts. This way you will always stay relevant in the hearts and minds of your audience while giving them something of true value they will appreciate.

Remember that in a world dominated by online marketing, not enough praise is given to traditional marketing methods. So along with your virtual gifts, you want to send physical branded products to your customers whenever you can, which will further improve brand recognition and awareness. You ask how? Well, just imagine how much website traffic you can get by sending a product sample to a couple of Instagram influencers.

Marketing without a brand

The importance of all of the aforementioned mistakes notwithstanding, if you don’t have a brand in place, you can just kiss your entrepreneurial dreams goodbye. In the oversaturated global market where brands have become indistinguishable from one another, people need something to believe in, something different and relatable they can connect with.

Branding is the way to create this bond with your target audience, and it’s also the only way to differentiate yourself from the competition. This is why you want to work closely with your brand developers in order to define your unique tone of voice, your stories and messages, and then let your designers create the amazing visuals that will capture the attention of your demographic.

Forgetting about SEO and content marketing

If a website slips over to the second page on Google, does it still exist? Quite frankly, no.At least not in the eyes of the consumer market. Failing to optimize your website and its content for top SERP positioning is by far the best way to drive a digital business venture straight into the ground. Yes, even if you have a physical business, you will still miss out on a world of opportunities.

A huge part of SEO is content creation, or rather, content creation and optimization. Content marketing has become one of the most powerful tools in any modern business’s arsenal, as it gives you the opportunity to attract a global audience while making friends with Google in the process. So, focus on content creation, including blog posts, videos, podcasts, infographics and pictures, and then disseminate your content across all relevant social media for maximum impact.

The road to long-term success is laden with obstacles and seemingly insurmountable challenges. So naturally, you’re bound to make a couple of mistakes here and there. With these common marketing mistakes in mind, though, you will know exactly how to avoid the possible pitfalls and direct all of your skill and expertise to create the brand for the global market of tomorrow.

About the author:

My name is Raul, editor in chief at Technivorz blog. I have a lot to say about innovations in all aspects of digital technology and online marketing. You can reach me out on Twitter.

Digital Branding

Social Hiring: Changing the Traditional Recruitment Process

The process of hiring new employees in an organization has always been considered a cumbersome and expensive task. Human resource managers have to go through countless resumes, shortlist, and conduct interviews to ascertain the most suitable candidate for the available job opening. Advertising and hiring a recruitment agency takes resources out of the company, which has a negative impact on the company’s statement of income. However, social hiring is changing the dimensions of traditional recruitment by offering some benefits and make it easier for employers. Using social intelligence to recruit has been helping companies to discover potential employees who have positioned themselves to be discovered. Some social platforms such as LinkedIn have a significant number of qualified people who have put themselves out there for potential employers to see them. A candidate displays his or her credentials which means that an employer does not need to request a resume. Using such platforms reduces the cumbersome process of screening resumes while at the same time cutting on advertisement costs.

Also read: 60 Benefits Of Using A Recruitment Software Social media hiring is opening a platform for excellent communications between an employer and an employee. Chatting with an individual on the social platforms allows for a more informal discussion which allows a more robust exchange of information which can assist an employer to understand potential workers. Even in situations where a candidate is not successful, a network is created where a future opening may suit the qualities of the networks created. It is worth noting that formal interviews do not allow for personal and robust communication which may make it difficult to understand the “real” qualities of a candidate. Referrals are currently available on a single click where an organization can acquire the best candidates to suit their job specifications. Different companies have been referring their workers to open positions while an employee may refer a potential person to a hiring institution. One of the best aspects of hiring individuals who have been referred to the company is that the hiring entity can request for background information which offers a greater understanding of an individual. This might explain why firms have been asking their workers to have social media presence so that they can refer potential employees if a position arises. Social hiring is changing how entities search for background information and the personality of an individual. Traditionally, employees used to contact referees to get more information about an individual, which was probably biased and prone to manipulation. Currently, a company can easily understand the ideologies of an individual through his or her posts. Social platforms such as Facebook and Twitter can easily highlight whether you are racist, sexist, biased regarding gender, religion, and ethnicity, which may not be acceptable qualities in particular organizations. It is through these benefits and others time and cost-saving measures that are championing social intelligence hiring over the traditional recruitment system.

About FAMA

FAMA is an Artificial Intelligence data sorting agency that conducts a background check and provides information about the best candidates to be hired by a particular organization. FAMA process will help an entity determine whether a candidate will be essential in achieving the goals and mission of the hiring company while at the same time adhering to the expected values. The filtering and sorting features help a recruiting firm to identify the behaviours that are relevant and useful to a company.

Digital Branding

Brand Growth with Chatbots: How Companies can Make Use of it?

Emerging technologies have played a pivotal role in how businesses market their product or services. Companies who haven’t adopted the latest technologies with the passage of time are on the verge of being closed.

For instance, people who have relied heavily on traditional marketing after the evolution of digital marketing are being waived off. If you are one of those, now it is time to revise your marketing strategy, adopt the approaches that lead to success and reach an audience on a bigger scale.

Presently, marketing is all about interacting with the customers directly. Let’s have a look at some of the statistics revealing the dominance and future prospects of chatbots.

  • Chatbots have been dominant in the recent years and chatbot market revenue exceeded $250 million in 2017.
  • Moreover, a report published by Global Market Insights, Inc. on the chatbot market suggests that customer service is the highest contributing segment with 42.52% share. The size of chatbot is set to exceed $1.34 billion by 2024 according to Global Market Insights.
  • 35% of consumers want to see more companies using chatbots
  • 57% of consumers are interested in chatbots for their instantaneity. (HubSpot, 2017)
  • 28% of top performing companies use AI for marketing (Adobe, 2018)

From the above statistics, it can be seen how seriously companies should consider chatbot development solution to stay competitive.

No matter, whether you are operating an e-commerce store or offering some kind of services, chatbots will prove to be fruitful. Let’s have a look at how chatbots can help grow your brand and engage your customers far better than ever.

Seamless Customer Support and Services Around the Clock

As a customer, you are impatient and want a solution to your problem instantly. What would you expect from a small e-commerce store, where resources are limited and the company can’t afford to hire a full-time customer sales representative. Customers are looking forward to a timely response and quick solution to their concerns.

Chatbots can offer customer support service round the clock 24/7 and 365 days a year. Simply by integrating a chatbot on your website, you can help your potential and existing customers to find answers to questions like what are the shipping charges, payment modes, and delivery time. Without waiting for a second, chatbots can answer the queries and make the process seamless, smooth and hassle-free.

According to Gartner, “Chatbots will power 85% of all customer service interactions by 2020. The average person will have more conversation with bots than with the spouse”

Buying Decision and Engaging Customers Made Easier

AI Chatbots are not only limited to one to one chat and offering solutions to the problems. They are progressing at a rapid pace, and help in recommending products or services customers might be interested in.

For instance, a buyer purchased a DVD player from an e-store. He or she might be interested in buying DVDs or a new smart HD TV. AI chatbot will recommend the products based on buyer’s interest that would ultimately lead to more sales and revenue.

In addition, chatbots can also suggest products based on customers queries. For example, a person is looking for a headphone of a specific brand but could not find it anywhere while browsing through the store; chatbots can help find the products instantly. Without any waiting or hassle of searching, customers can save time and buy the product instantly. Thus leading to the great and satisfied customer experience at the end of shopping.

Data Collection, Monitoring, and Insights

Chatbots are not only helpful in guiding customers but also support in collecting and interpreting data. Chatbots only understand what they learned from the conversation guide fed by the chatbot developer.

Collecting data has always been critical for big and small enterprises. However, not anymore because AI chatbots are adept at collecting customers data without any hassle. As soon as the customer interacts or visits the website, chatbots collect the data based on interaction and queries. With the help of this data, marketers can evaluate the data, draw inferences and make decisions that would help in generating more sales. It can also help in analyzing the customers buying behaviour, and what interests them the most.

Conclusion

Chatbots without any doubt will take the marketing to a new level, resulting in higher engagement, higher return, and happy customers. If you want to stay alive and competitive in the tough market, technology should be on the top of your list and of course, chatbot is one of them.

Author Bio:

Ray Parker is an entrepreneur and internet marketer with over 15 years of experience in Search Engine Optimization, Creative Writing and Digital Marketing with IQVIS.

Digital Branding

10 Important Metrics for a Data-Driven Marketing Strategy

The right set of marketing metrics act as a GPS, guiding you toward marketing success. But, some marketing metrics are more important than others. And, with the wrong set of metrics, your marketing strategy can quickly become lost and misguided.

Think about it, would you rather follow hand-written instructions and miss a turn, or have a GPS accurately guide you in real-time to your destination? Just as the benefits of a GPS are clear, so are the benefits of a well-crafted data-driven marketing strategy. Consider these statistics (source):

  • Nearly two-thirds of leading organizations say their executives treat data-driven insights as more valuable than gut instinct.
  • Almost seven in ten leading marketers say their companies use data to support decision-making at all levels.
  • Leading marketers are more than twice as likely as mainstream marketers to say they routinely take action based on insights and recommendations from analytics.

So, which metrics must every data-driven marketer know? Keep reading today’s blog post for the answer.

1. Conversion Rate

To put it in simple terms, the conversion rate is the percentage of visitors who complete a desired marketing action. Tracking the conversion rate of your campaigns can provide valuable insight into the effectiveness of your content, your campaigns, and so much more.

As an example, data-driven marketers can use this metric to track the success of a marketing offer or landing page design. Say you set up a landing page to house a gated e-book. After all promotional efforts go out, the page receives a ton of traffic but very few prospects complete your form to receive the offer.

The low conversion rate demonstrates that, although the eBook is of interest to your audience, something is off with your landing page. You now know to begin testing different landing page elements to boost conversions.

2. WebsiteTraffic Sources

With so many traffic sources pointing to company websites – everything from paid ads, to social media, to organic web searches – marketers must track which sources bring in the most visitors to understand marketing campaign success. By reviewing this metric, marketers can determine which campaigns to cut or keep. Here’s a quick list of common traffic sources to track:

  • Organic search traffic
  • Paid traffic
  • Referral traffic
  • Direct traffic
  • Social media traffic
  • Email marketing traffic

Once you understand where website traffic comes from, you can then analyze the conversion rate of each traffic source. Doing so will offer insight into the channels and campaigns that provide with the most valuable traffic. As a result, you can tailor your strategy and marketing budget to focus your efforts on areas that yield the most conversions.

3. Bounce Rate

A bounce occurs whenever a visitor enters your website from an organic search but leaves the site after viewing only one page. This action indicates low engagement with website content. If you experience high bounce rates, there are two possible culprits at play: Poor user experience or your content is attracting the wrong visitors. Track bounce rate to the strategically optimize your website to keep visitors engaged. Here are three quick tips to lower bounce rate:

Review on-page analytics: See which elements lead to a lower click-through-rate, and optimize accordingly. Adjust elements and copy, then measure if CTRs improve and bounce rate drops.

Learn from low bounce rates: Review pages with the lowest bounce rate to learn which pages successfully engage website visitors. Ask yourself: How is the content structured? What is your CTA? What page do users typically visit next? Use these insights as a guide to adjust content on top exit pages.

Segment bounce rate: Marketers can segment bounce rate by the browser, traffic source, age, gender, or device type to glean further insights. For instance, if a high number of mobile users bounce from a page compared to those using a desktop device, this indicates a poor mobile experience. Simply view the page in a mobile browser, and look for ways to make it more mobile-friendly.

4. Social Media Engagement

When it comes to measuring social media success, many marketers struggle to move past vanity metrics. They neglect to review metrics that show real social media engagement, align with business goals, and guide decision-making. Examples of social engagement metrics include the number of comments on social posts, post shares, and brand mentions. Marketers can learn from social media posts with high engagement rates to craft similar social content in the future, driving increased engagement.

5. Marketing Qualified Lead (MQL)

Let’s face it—not all leads are created equal. Data-driven marketers know the quality of leads matters much more than the quantity. That’s why tracking marketing qualified leads, or MQLs is so important. In fact, a recent study shows MQLsare the most commonly used metric by B2B marketing teams (source).

An MQL is a lead likely to become a customer based on their engagement with marketing content. This metric is determined by factors such as content downloads and web pages visited. It’s important to note, however, that an MQL isn’t necessarily ready to talk to your sales team.

MQLsoften requires additional touches to move them along the sales funnel. Data-driven marketers can further engage MQLs with a lead nurturing program until they become sales-ready.

6. Sales Qualified Leads (SQL)

Sales qualified leads, or SQL, are just as important as MQLs when it comes to operating a data-driven marketing strategy. An SQL is a prospect who has indicated readiness to buy a company’s products or services. To reach this stage, the SQL has met the lead qualification criteria to be sales-ready. Tracking SQL through lead scoring helps the sales team turn more conversations with prospects into conversions.

As with MQLs, it’s important to track which channels, pages, and campaigns generate the most SQL. That way you can use this data to scale and improve your lead generation efforts.

7. Cost-Per-Lead (CPL)

Cost-per-lead or CPL reveals, in a tangible dollar amount, just how cost-effective marketing efforts are across various channels. Use this metric to assess which campaigns to abandon and which ones to focus on for the future.

The goal is to aim for a low CPL with a high number of quality leads. As you begin a marketing campaign, remember to determine how much money you are willing to shell out on a lead. CPLs vary across industries and company size, so research your specific industry to establish a benchmark. Here’s a quick list of CPL averages by industry for reference (source):

  • Industrial & Manufacturing: $235.09
  • Healthcare & Medical: $285.82
  • Media & Publishing: $191.07
  • Consumer Products: $182.37
  • IT & Services: $369.88
  • Financial Services: $271.54
  • Marketing Agencies: $172.72
  • Education: $65.69
  • Nonprofit: $43.36

CPLsalso varies greatly by company size, with larger enterprises spending more per lead. Here’s a breakdown:

  • 1,001+ employees: $348.93
  • 201-1000 employees: $212.12
  • 51-200 employees: $180.47
  • 2-50 employees: $146.94

As you track your CPL over time, you’ll become familiar with the acceptable range of cost. From there you should work to lower your CPL.

8. Customer Acquisition Cost (CAC)

For marketers, CAC is an invaluable metric because it reveals the ROI of your campaigns. To determine your CAC, simply divide all marketing expenses used to acquire customers by the number of customers acquired.

Get deeper insights into marketing ROI by calculating CAC for specific programs or campaigns. Use this data to prioritize marketing spend on campaigns with lower CAC, ultimately helping to boost profits.

9. Customer Lifetime Value (CLV)

You’ve heard it again and again, but it can’t be stated enough: Customers are the lifeblood of your business. So, how can marketers track the value of a customer? Enter, customer lifetime value (CLV). This metric predicts the total amount a customer will spend with a business during their lifetime, enabling marketers to pinpoint the most valuable customers. Calculate CLV by dividing your average order size by one minus the repeat purchase rate. Subtract your customer acquisition cost from that number to get your CLV.

After calculating this metric, use it to strategize ways to keep valuable customers around, such as lead nurturing campaigns and loyalty programs. Research shows making an effort to retain customers pays off. In fact, one study shows a 5% increase in customer retention can boost a company’s profits by 25% to 95% (source).

CLV can also help you determine how much you’re willing to spend on marketing programs and leads.

10. Return on Investment (ROI)

And last but not least: Return on marketing investment, or ROI, is an essential metric to show how all marketing efforts and spend impact your bottom line. Marketers can use this metric at the program or campaign level to inform future spending. In fact, recent research shows ROI by the channel is the top metric B2B marketers plan to use in the next 12 to 18 months (source).

We get it—calculating ROI for every channel isn’t always easy, but here’s a simple formula to help: (Sales Growth – Marketing Cost) / Marketing Cost = ROI. If sales grew by $3,000 and the marketing campaign cost $300, then the ROI comes out to 900%.

Final Thoughts About Data-Driven Marketing

And there you have it, ten important metrics for a data-driven marketing strategy. Remember, marketers, don’t have the time in the day to track everything. Focus on the marketing metrics that guide decision making and align with business goals. Determine your KPIs, set your benchmarks, and start tracking.

To be a truly data-driven marketer, you must replace best practices and gut feelings with data-back decision-making.

About the Author: Becca Chandler is a Marketing Content Specialist at ZoomInfo, a leading contact database that helps companies accelerate growth and profitability. Becca writes for ZoomInfo’s B2B blog on topics related to sales, marketing, and recruiting. In her free time, Becca likes to travel and capture special moments with her camera.

Local Branding

Deepen your Client Relationships with These Key Gift-Giving Strategies

There have been so many popular stories written about gifts like “The Gift of Magi” by O. Henry, “The Elves and the Shoemaker” by Brothers Grimm, or “The Nightingale and the Rose” by Oscar Wilde, each story revolves around the perfect gift and each story touches the soul in its own way. There is something about this gesture that makes everybody happy and elated.

Source: https://unsplash.com/photos/sM2nqDvg0AM

A gift is a gesture that automatically lets the receiver know what you intend to say even without saying a single word. It is a silent way of saying thank you, we care, we are happy, we love you, etc.

Gifting is not just limited to family and friends but it is prevalent even in the world of business. Corporate gifting is not just limited to pens and notepads anymore. Businesses are going out of their way to show their appreciation towards their clients which helps them build a loyal customer base. Gifting is one of the most efficient ways to deepen client relationships. Corporate gifting has evolved into an art, and there are consultants and companies that have been set up to help and aid other businesses, to guide, suggest, and provide apt gifts for their clients.

In order to deepen client relationships, retain them, and get new leads through them, you need to know a few key gift-giving strategies.

Although one is grateful towards the client, they may not have an idea how to show the appreciation. It is a kind of deficit that many faces, and it can sooner or later show its effect on the business. By cultivating a habit of gift giving, you stand a chance to be different from everybody else. Investing time and money in choosing an appropriate gift for your client is where everything lies at.

1. Invest Your Time and Not Just Money

Although everybody gives a gift, what will make you stand out is a gift that is thoughtful, which will matter to the recipient. It should be a useful gift, rather than something that they will just throw it in their attic or simply pass it on to somebody else.
By investing time to know what kind of person your client is or who they are and what they are interested in, what they like, what their soft spots are, you may be able to zero in on a perfect gift that will make them sit back and notice you. It should not always be about promoting your business, sometimes it should just be about the client and how you show your appreciation in your own unique way that will strike a chord with them. Take them to a game of their favourite team, gift them their favourite wine, or it can be as simple as taking them for a lunch at their favourite restaurant.

2. Focus on Your Top Clients

You can go overboard splurging your money in buying gifts for your entire client base. Instead, you can opt to focus on a small but very important group of clients who really matter for you and your business, they are your top clients on whom your success relies. A meaningful gift for your top 20 clients is far better than inexpensive pens sent to all 3000 of your clients.

Source: https://unsplash.com/photos/HWbxSLvmSww

3. Customization

Customer-relationship management software is great for maintaining a list of client hobbies, achievements, and milestones which can help you offer personalized gifts on their important occasions. Even following them on social media can help you in coming up with brilliant ideas for a customized gift as you will come to know what they like and things that they don’t like. Always add a personal note along with your gift to show that you remembered the conversation that inspired the said gift.

4. Personalized Acknowledgement

If you know of any favourite charity that is close to your client’s heart, you can make a gift to it, or you could also make a donation in their name to one of your favourite charity too.

5. Consider Family

Sometimes a client could have shared some personal details about his family and what they like and don’t. You can even surprise your client by gifting something for their family. It could be something that they have been planning on doing or getting.

Source: https://unsplash.com/photos/f94JPVrDbnY

Ultimately whatever you plan of gifting your client, see to it that it is useful, helpful, meaningful, and fun that they will think of you in a pleasant way. Click here to know more about corporate gifting or to hire a corporate gifting service.

 

Digital Branding

Way to Have the Best of Laravel Development

For any nature of the business, one has there need to be the best of web development. Laravel is a web development platform which is sort after by many reputed business organizations due to excellent development features that can be achieved. For having such a web development based on Laravel the best of web development organization having to experience in such a field is required.

Considerations to Select the Best of Laravel Web Developers

It would be quite easy to make a long list of web developing organization who offers such services. The problem happens when the best of Laravel Development Company is to be selected from amongst them. The below considerations would help one to make such a selection.

Client satisfaction

The motto of the organization to be selected for having the best of web development based on Laravel must be to offer client satisfaction. They must be able to show a large base of satisfied customers who have benefitted by having web development based on Laravel done by them.

Guaranteed service

The web development organization to be selected must be offering a guaranteed service. They must guarantee that if one is not satisfied by the web development done by their developers then either it would not charge for the work done or return the entire money that is already paid.

Quick result

It would be best to hire dedicated Laravel developers from such a web development organization who can ensure that quick results can be obtained. The dedicated developers who would be working on the project should be having best of experience and knowledge regarding Laravel so that they do not face any nature of problem while developing the site and can quickly have the development finished.

Having such a result one can expect to have the development of the site in time and would have the ability to surge ahead of the competitors earlier than expected.

Affordability they offer

The web development organization must have the ability to offer web development based on Laravel at a rate which cannot be matched even by the local web developers working in the area.

Their services must be a mixture of affordability with quality. Though the services would be affordable they must not compromise on quality in any aspect. In other words, it can be said that that they must have the ability to offer clients with quality web development based on Laravel at a price which cannot be matched by anyone.

Transparent services

The best of offshore Laravel programmers India working with the organization which can be selected must have the ability to offer transparent and integrated services. When one shares the ideas regarding a website which is to be developed upon Laravel it should be such that the ideas are not leaked to the competitors.

Image Source: Qltech

The programmers must always be following all the NDA regulations throughout the development process and will have the habit of maintaining secrecy. So, one should analyze whether the web development organization has such features integrated into their services.

Skilled and experienced developers

The web development organization that need to be selected for having best of web development based on Laravel must have the skill and expertise to offer the best of development. The skill sets possessed by the developers must be such that they should have the ability to customize the development according to the requirements that one has.

It must not be a problem for them to develop websites based on Laravel for any nature of a business association. They must have the understanding to develop sites for business houses linked with healthcare, retail and commerce, banking and finance, travel and tourism, hospitality, media and entertainment or education and e-learning.

Option to hire according to choice

The organization that needs to be selected for having the best of web development based on Laravel must offer its clients the option to choose from amongst the developers who work for them.

Clients must have the opportunity to interview all the developers and pick and choose from amongst them according to the preference that they have. If even after such a hiring one is not satisfied with the service then the organization must have the mindset to offer the best of replacement or refund the entire money that is paid.

Free quotation

The selected organization must be offering a free quotation after listening to the ideas that are shared by a client. The client would be given a patient hearing and a no obligation quotation provided so that the client can judge the service in the perspective of quality and budget.

Offering multiple plans

The web development organization that need to be selected for having the best of web development based on Laravel must offer multiple plans to their clients so that they can choose according to desire.

If one keeps these considerations in mind while selecting the web development organization for having Laravel based development then it can be said that the best of development can be achieved.