The Lifecycle of Website Optimization [Infographic and Guide]

Original Post: http://feedproxy.google.com/~r/crazyegg/~3/xXLSY2WJcqk/

Lifecycle of Website Optimization

In an ever-crowded market of newly launched businesses, reinvented rivals, and disruptive technology, it can feel impossible to reach your target audience. With worldwide ecommerce revenue projected to reach 4.88 trillion US dollars in 2021, your goal should be to maximize your share as much as possible. That’s where website optimization comes into play. According to BrightLocal, 97% of consumers looked online for local businesses in 2017, so it pays to invest in attracting and capturing new traffic.   Here are two major website-building misconceptions that trip up B2C and B2B companies alike:  Businesses need to jump on the latest…

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Weekend Favs September 29

Original Post: https://www.ducttapemarketing.com/sociograph-feedier-segment-protocols/

Weekend Favs September 29 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

  • Sociograph – Gather analytics on your Facebook groups and pages.
  • Feedier – Collect customer feedback and offer your users rewards to increase response rate.
  • Segment Protocols – Eliminate data quality issues.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape

Mobile FM radio ads shown to drive incremental store traffic

Original Post: http://feeds.marketingland.com/~r/mktingland/~3/5yYea8eZv1Q/mobile-fm-radio-ads-shown-to-drive-incremental-store-traffic-249095

Dial Report’s new data shows a demonstrable lift for businesses on days that their radio spots run.

The post Mobile FM radio ads shown to drive incremental store traffic appeared first on Marketing Land.

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Facebook targets ads with data users didn’t share with the platform

Original Post: http://feeds.marketingland.com/~r/mktingland/~3/SfdCkHrSyws/facebook-targets-ads-with-data-users-didnt-share-with-the-platform-249136

Researchers reveal Facebook is using phone numbers identified via friends’ contact lists and numbers entered for two-factor authentication to target ads.

The post Facebook targets ads with data users didn’t share with the platform appeared first on Marketing Land.

Please visit Marketing Land for the full article.

The Seven Steps to Marketing Success – How to Build a Marketing System

Original Post: https://www.ducttapemarketing.com/seven-steps-marketing-system/

The Seven Steps to Marketing Success – How to Build a Marketing System written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch on Building a Marketing System

The key to an effective marketing approach is creating a marketing system. This is Duct Tape Marketing’s point of view and our key differentiator. Here, we’ll take a closer look at the seven steps you must undertake to build a successful marketing system for your business.

1. Focus on Strategy Before Tactics

The first step to creating a successful marketing system is to know who your ideal customer is, and what their core problems are. If you don’t understand the value that your business can bring to each engagement, it’s nearly impossible to select the tactics you should use to reach your audience.

When you understand the ideal customer and create the narrowest definition possible for who that is, you can then connect what you’re offering to solving the customers’ problems. This makes your approach not just about your products and services, but about your promise to solve those problems. If you don’t take the time to understand your ideal customer, there’s no way to build a marketing strategy that will speak to them.

2. Guide the Customer Journey – The Marketing Hourglass

Because of the internet, the way people buy today is largely out of your hands. They have so many places to do research, ask networks, find out about you, and discover the products and services to solve their problems before they ever contact a company.

The customer journey comes into play at Duct Tape Marketing with something called the marketing hourglass. The hourglass has seven stages: know, like, trust, try, buy, repeat, and refer. These stages represent the logical behavior in buying that many of your customers want to take. Your job is to help them move through those stages sequentially.

Your first step is to understand how somebody would come to know about a company like yours. Likely, they’d turn to a search engine or they’d ask a friend. At these early stages, they know they have a problem, but they haven’t yet concluded how they’re going to solve it. Marketing at this stage needs to show that you understand their pain points and that you might have the right solution for them. From there, you need to establish trust in your brand and perhaps even give them a way to try you. When they do finally buy, that experience must be excellent in order to create repeat business. Not only that, but happy customers will also generate referrals.

All marketing efforts must be built around the concept of the marketing hourglass. When you understand how your customers buy and what they’re expecting to achieve at each stage, you’re able to build a marketing plan that exceeds their expectations along the way and creates happy, lifelong customers.

3. Make Content the Voice of Strategy

Content is not just a tactic, it is the voice of strategy. You have made a promise to solve a problem for your customers; you now need to be ready to meet people where they are (search engines, social media, etc.) and generate enough valuable content to dominate in those arenas.

We use something called content hubs to outshine in search and to create content that is valuable to read, find, and share. This content must also meet customers at every stage of their journey, from know and like all the way through to referrals.

4. Create a Total Online Presence

Even if you do the majority of your business offline and in person, in today’s world, you must have a total online presence. The internet is where people go to have an experience with marketing, to understand a company, and to do research. When someone refers you to their friend, the friend turns to a search engine or your website to learn what other people are saying about you and to see if you actually solve the problem that they have.

No matter what kind of business you run, you need to be tackling all the elements of online marketing. This includes social media, search engine optimization, content, website, and email marketing. All of these pieces must work together as an integrated whole.

5. Build a Reliable Flow of Leads

Leads are the lifeblood of getting your business going, and so you have to find a predictable way to generate enough leads to grow your business. There are numerous channels through which to generate leads, and again, integration is key.

Sales, content, advertising, networking, and online and offline events all play a role. There is no one way to generate leads; the key is in finding the three or four channels that you can consistently mine and establishing a process to develop leads through those channels.

6. Make Lead Conversion Your X Factor

Lead conversion must be your multiplier. The key here is to focus on all forms of lead conversion. Obviously someone buying your product or service for the first time is a conversion, but what about signing up for an ebook, registering for an online course, getting a free evaluation, or making an appointment? Those are all conversion activities.

You need to map the experience of each of your leads and clients so you can be sure that they’re having a great experience throughout. This is how you create repeat business and reactive those clients who have been lost. Once you begin tracking customer experiences, you then need to measure these activities. When you understand customers’ behavior, you can create better experiences; even if that only increases each conversion activity by one or two percent, that has a huge impact on the business overall.

7. Live By the Calendar

When you’re developing a system, you have to have a plan. It doesn’t have to be long-term—focusing on three to four important priorities for the quarter is ideal. From there, you can break those priorities down into activities and projects so that you can plan the quarter and not expend energy chasing the next new thing.

You have to have fewer priories, and you have to make marketing a habit. It has to be something that you do daily. You have to build meetings with the appropriate people to make sure that you’re moving those priorities along. Once you establish that habit, you should start documenting your processes. From there, you can decide what tasks you can delegate, either by adding more staff or outsourcing to others.

The reality is that marketing never ends—it’s a cycle. Once you go through the seven steps and build your marketing system, you want to constantly be reviewing, seeing what works and what doesn’t, and changing your approach accordingly.

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Marketing Day: Facebook security breach, the 4 forces of marketing operations & more

Original Post: http://feeds.marketingland.com/~r/mktingland/~3/nvtujitP3To/marketing-day-facebook-security-breach-the-4-forces-of-marketing-operations-more-249227

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

The post Marketing Day: Facebook security breach, the 4 forces of marketing operations & more appeared first on Marketing Land.

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Findera search engine helps recruiters find talent, sales find leads

Original Post: http://feeds.marketingland.com/~r/mktingland/~3/ykJ2LwP9kKM/findera-search-engine-helps-recruiters-find-talent-sales-find-leads-249225

The San Francisco-based startup’s new offering is free, enables multi-attribute searches and covers 130 million professionals worldwide.

The post Findera search engine helps recruiters find talent, sales find leads appeared first on Marketing Land.

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