Did you know that only 8% of all New Year’s resolutions are ever kept?
The reason for this total failure of will power is most likely related to the fact that people tend to push off difficult decisions until New Year’s Even. It’s as if some magical change will happen at midnight on December 31st that will make quitting smoking, eating better or going to the gym easier than it was on December 30th.
As B2B marketers, it’s time for us to get rid of bad habits; we owe ourselves this much. There are a few simple resolutions we can all make this coming year that will help us shake off our old, ineffective ways and grab 2014 by the horns.
3 New Year’s Resolutions that all B2B Marketers Should Make:
A major study from this past year 2013 elucidated a real problem plaguing B2B content marketers in the digital age.
If you need more evidence that email marketing works in the B2B industry, this infographic by Position² will surely have you convinced. Position² reveals intriguing information based on 2013 statistics. For example, did you know that your ROI from B2B email marketing alone is 127%? This explains why companies are further relying on their email marketing campaigns. According to the Position² infographic, 55% of B2B businesses anticipate a boost in their email expenditure. What are the key purposes of B2B email marketing? The infographic lists these top purposes for implementing email marketing:
- To enhance retention, which is agreed upon by 77% of B2B businesses.
- For high quality lead generation, claims 40% of B2B marketers.
- In addition, the ROI from email marketing is approximately $44.25 per $1 spent.
Finally, Position² stresses the importance of mobile email; after all, 47% of emails are opened via a mobile device. With that being said, consider these stats:
- 80% of email users delete an email when it is not appealing on a mobile device.
- A large number of companies (75%) miss out on their ROI because they do not consider mobile emails.
- When companies implement responsive design to their email marketing campaigns, the click-through rates increase up to 25%
How has email marketing played a role in your B2B business? Post your answer in the comment box after viewing the full infographic below.
Launching a brand new startup company is a difficult thing, even for the most disciplined and passionate entrepreneur. One of the toughest things about it is marketing the new company. After all, a brand like Coca Cola has decades of consumer goodwill and name recognition to fall back on; Google has everyday ubiquity to leverage. How do you market a company, though, when it’s only recently launched, when its name is unknown and its products or services still little-understood?
Content marketing is certainly an important part of the process. Since content marketing is all about educating, informing, and empowering consumers, it’s really a natural fit for startups: Content marketing allows you to educate your potential customers about what your brand is, and how your products or services can benefit them.
How to Do Content Marketing for a Startup
The question is, how can an entrepreneur—with a relatively packed schedule and a small budget—really take advantage of content marketing opportunities? Here are a few tips and best practices:
- Start now. Many new business owners feel like they need to wait to begin content marketing until their company has officially, formally launched. Actually, now is the time to start, regardless of where you are in the startup process. Even if you’re still in the earliest planning stages, put together a blog or an Instagram account, documenting—with text and/or pictures—the development of the company and its products. This will bring some humanity and relatability to what you’re doing, demystifying your new business.
The ability for customers to publicly share their frustrations, complaints and issues remains a great concern for businesses and brands on social media.
Some businesses relieve this concern by jacking up their privacy settings to keep unhappy customers from being able to openly express their feelings on official social channels. On blogs and websites they’ll prohibit comments from being posted. And they’ll outright ignore using social media platforms that don’t allow for heavy censorship.
These, of course, are not productive solutions. If customers cannot express their discontentment on business’ official social media channels, they’ll express their discontentment elsewhere, where it’s more difficult to monitor, track and address.
So, how can businesses effectively provide customer service on social media while not having their profile be overrun by negativity?
Provide a better, more reliable product or service
Obvious, I know, but if you are finding that your business’ social media channels are being overrun by negativity, maybe it’s time to consider making a few changes to your business to mitigate this. Listen to what the complaints are, document them, identify trends, and make some adjustments. Your customers will be happy that you listened to them, and new purchasers will have greater confidence that you will work to assure their confidence in your product or service in the future.
It’s almost a new year and many small businesses have looked at growth opportunities, advertising and marketing budgets, as well as marketing initiatives and campaigns, or at least a portion thereof. So what exactly are they looking at to inform their next moves? Likely a few major forecasts on the marketing front for 2014, based on 2013 trends. Read on to learn how to equip your small business’s marketing strategy for what’s to come.
A Focus on Mobile Marketing and Social Media is a Must for a Successful Business Strategy
A focus on mobile responsiveness is crucial, as 50% of local searches occur from mobile devices. And with those same devices that house social platforms on-the-go, most media has inevitably become more social. Social media has grown up and has transitioned to a strategic entity that requires a thoughtful approach and consistent company message across platforms.
Traditional Media is Making Way for Digital- and Lots of It
As in recent years, marketers are continuously transitioning from traditional forms of media to a much heavier digital focus. This will continue into 2014 for reasons of more targeted, real-time, personalized advertisements and marketing messages. Sponsored content also continues to rise in popularity, sometimes to the chagrin of the consumer.
Visual Content Keeps Rising in Popularity
As a small business owner, you’ve probably heard about “big data.”
While your data might not be as large and complex as other companies, as a small business you are surrounded by important metrics that could help you make smarter marketing and business decisions.
Here are a few examples of data that you could put to use for your business:
1. Sales receipts
Your sales receipts provide specific data about your customers’ purchase behaviors, including how often they visit your store, how frequently they purchase a particular product, and what exact product or service they prefer. Analyze these over the months and years to come, and you may just stumble upon some truly fascinating insights.
2. Email marketing metrics
There is a ton of information right at your fingertips when it comes to your email marketing. Tracking your open rate is an important metric to look at, but also clicks and forwards. Why? Clicks and forwards provide a much deeper story about your subscribers. A click shows you exactly what action your subscriber took and tells you that the reader found your content interesting enough to take that extra step. A forward is even more revealing because it tells you that the person who forwarded your email not only loved your content, but also felt it was worth sharing.