Wouldn’t it be nice if you knew which visitors to your website, which subscribers on your email list, and which followers on your social media pages were most ready to do business with you?
If you think you need a crystal ball to figure this out, think again. What you really need is a way to measure engaged intent.
If you’ve ever bought or signed up for anything online, you’ve received a transactional email. Things like order confirmations, account creation confirmations, and shipping confirmations are all vital responses to doing business on the web. They’re so vital, in fact, that they receive 8 times as many opens as “regular” marketing emails.
With all of those extra opens, wouldn’t it be nice to get some extra engagement out of them?
Transactional emails can be a valuable tool for building relationships and boosting revenue, but most organizations overlook them. Here are 4 ways that you can buck the trend and take full advantage of them:
Back in 2000, the average American spent 9.4 hours online each week. Now, that number has ballooned to 23.6 hours per week. A whopping 84% of people access the internet from their smartphone, and 62% of people believe that the internet is an important tool for maintaining social relationships.
But if you think this digital revolution has made print marketing collateral go the way of the Dodo Bird, think again.
Back in 1996, Bill Gates was the first to declare that “Content is King.” Since then, the quote has been used ad nauseam by marketers both online and off, but saturation aside, this statement is completely correct. Like Gates said, “One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create.” And guess what? No company is too small to participate.
That doesn’t mean it’s easy, though. There are a few things that can have the same effect on your content marketing efforts that Godzilla had on Tokyo—but many organizations overlook them. To avoid total destruction, be on the lookout for these 4 threats:
Why is the right brand voice so important?
It gives your business a consistent personality, which makes it easier for people to know what you do and how you do it. In fact, people should be able to recognize your content even if your logo isn’t sitting right next to it. But without the right brand voice, this will never happen.
Having an inconsistent brand voice—or, worse, no distinguishable brand voice at all—is a problem that can strike any business in any industry, but it’s especially common among growing organizations. After all, the more people you add to your team, the higher your odds of different voices sneaking into your content.
So how do you create a brand voice that makes you sound awesome?
You’ve got an innovative idea, you’ve got a decent budget to work with, and you’ve got a great invite list. That event you’re planning is destined to succeed, right?
There’s one thing you could be missing, though. If you want your event to be as successful as possible, you need the right content strategy to go along with it. Do you have one?
Be warned—you can’t just throw together a quick email invite and call it a day. Successful corporate events require a precise content plan, and to develop yours, start by doing these 3 things:
If you work in a global demand center or your company conducts business internationally, then you’ve likely been faced with the challenge of generating leads and pipeline in Latin America. Being a generally overlooked region with endless opportunities, marketers have to be innovative and strategic in their efforts.
Like in the US, content plays a major role in helping marketing and sales drive engagement, but in slightly different ways. I’ve had the chance to work with teams based in Latin America, and here’s what I’ve learned:
Who are you writing to?
What message are you trying to convey?
According to research done by Marketo, 96% of people who come to your website are not ready to buy. You have to do something to take them from unsure prospect to confident customer, and one of the most effective “somethings” is email nurturing.
According to the Content Marketing Institute, lead nurturing emails are the second-most common type of email that B2B marketers use for their content marketing efforts. (Event emails are the most common.) However, it’s estimated that 80% of new leads never turn into sales.
How can you improve that statistic for your leads? By optimizing your email nurture strategy.
Do you target audiences outside the U.S.?
If so, how are you tackling your content localization?
Do you even have a strategy for content localization?
Many marketers think that localization is the same thing as translation. They think all they have to do is write up a piece of copy, hand it over to a translator, and then they can call it a day. However, not knowing the difference can crush your marketing efforts.
In fact, it’s safe to say that content localization is a marketer’s best friend.
