We can safely say that Content Marketing is here to stay. According to the latest research from the Custom Content Council, more marketers are moving their budgets to the creation, management and distribution of content than ever before. This year, spending on custom content was up to $44B, saw 9.2% YOY growth, and now commands over 39% of marketing budgets. There is growing concern being voiced by critics of content marketing that with everyone on the content bandwagon, the demands for creating the volume and velocity of content to keep pace with an always-on consumer are increasing such that the quality of content and fidelity of message will ultimately suffer over time. Put another way, some believe that everyday content marketers don’t have the capacity to create and deliver “high-quality” content of the length and substance that traditional publishers and exceptional content marketers do — and, therefore, they shouldn’t try. This reminds me of the … [Read more...] about The Keys To Quality Content Are Information Density & Utility
Net promoter scores
B2B marketers are focusing more and more on making sure their customers are successful after they’ve signed the contract and started using your product or service. This renewed attention helps in a couple of ways. First, successful customers are happy customers, and they are more likely to renew with you. The second reason is that successful, happy customers are also great advocates for your brand. “Your best salespeople aren’t on your payroll,” said Jill Rowley, speaker, startup advisor and social selling evangelist, on the Rethink Podcast. “They’re your customers who are willing to advocate for your brand, your company, your solution, your people.” It’s where the worlds of customer marketing and customer success collide. At Act-On, we see this falling in the Expand (retention) phase of marketing, joining Brand (awareness) and Demand (acquisition). All three phases are important, and they feed into the success of the others. As a view … [Read more...] about What is customer marketing?
I’m obsessed with creating a great culture at 3Q Digital, my employer. If you type in my name and the word “culture” into your favorite search engine, you’ll see at least a dozen articles I’ve written about the importance of culture. I’m also obsessed with data. At 3Q, we measure both internal and external Net Promoter Score and client and team attrition, and we use a tool called TinyPulse to constantly ask our team quantifiable questions about their satisfaction. The good news is that almost every metric we evaluate internally shows that team members are generally happy with the culture at 3Q. We are definitely not at 100 percent, but when we benchmark our performance against other companies (something we can do with TinyPulse and Net Promoter Score), we are always above the mean. If, however, you look at our ratings on Glassdoor, you might draw a different inference. Our overall score out of five stars is a middling 3.8. Granted, this is better … [Read more...] about What do employee reviews really say about your agency?
Customer feedback is important. Period. It’s useful for everything from employee training to product improvements to marketing. There’s no denying its value. But mobilizing customer feedback is still a challenge for businesses — not just how to collect it, but also how to use it. While Gartner Research says more than 95 percent of organizations measure customer feedback in some way, Temkin Group reports that only 10 percent of companies consider customer experience metrics in day-to-day decision-making. Below are three tips for making sure you’re getting the most out of customer feedback. 1. Let your customers tell you what they want to tell you You may think that asking more questions in a customer survey means you’ll get lots more valuable feedback to help you improve your business. However, it’s actually having the opposite effect. Your customers do not have infinite time to answer a long survey of questions that you may think are important but … [Read more...] about 3 tips for customer feedback
It’s something all companies fear: You Google your brand name, and right on the first page are negative Google reviews, a low Yelp score, damaging articles or — possibly worst of all — a Ripoff Report post. The thought of this setback is enough to make any good marketer break out in a cold sweat. But for many of us, this is just another SEO challenge we face, albeit under a slightly different name: Online Reputation Management. Imagine you are the marketing genius behind the iconic Snuggie. You Google your brand, see the following results and are rightly concerned: In these results, you can see a few clearly negative search results from big news sites (boxed in red). There are also two blog posts that you might consider neutral (boxed in blue). These neutrals aren’t the worst things in the world, but they aren’t glowingly positive, either. Just two negative articles appearing in the search results for a product can cost you up to 44 percent of potential … [Read more...] about Our SERP Sentiment Score For A Person’s/Brand’s Online Reputation
All of the current search engine market share reporting entities (comScore, Hitwise, SimilarWeb and others) utilize technology-based tracking, and I wanted to see if a survey panel-based approach would yield the same results. What I discovered was only somewhat surprising. My results, placing Google at the top with 80 percent of the market, differed significantly from comScore’s 67 percent; but my findings were in line with most of the Google Analytics accounts I had seen, which show Google generating between 80 percent and 90 percent of all organic visits. Last year, I was at a loss to explain the discrepancy between my survey data and comScore’s data, but I chalked it up to how demographics might be weighted in comScore’s panel. Nonetheless, even if comScore’s methods might be undercounting Google, they should accurately follow directional shifts. In October 2014, comScore reported that Google had 67.3 percent of the market, Bing (called Microsoft Sites) had … [Read more...] about Is Google’s Search Market Share Actually Dropping?
It seems like everyone’s into social media marketing these days. Social marketing budgets are set to double over the next five years, although there continues to be a certain amount of confusion about exactly what a campaign can and should be expected to achieve. On the one hand, social media has given businesses a whole new way to engage with their customers. On the other, it can be difficult to measure the effectiveness of an individual campaign or ongoing social strategy in terms of a straightforward ROI. A CMO survey found that marketers were increasingly moving away from purely financial metrics to measure the success of their campaigns and were instead adopting ‘voice metrics.’ These include things like text analysis (also known as ‘opinion mining’), which uses algorithms to determine sentiment from sources like posts and tweets; and Net Promoter Score, a measurement of customer loyalty based on the question: ‘How likely is it that you would … [Read more...] about Social Media Fails: How Not to Ruin Your Campaign
Online reviews and public customer feedback have a major impact on consumers’ purchase decisions. They happen to play an increasingly important role in local search, too. Looking to leverage reviews and feedback to drive your brand’s local search ranking and performance? Here are key insights and best practices to help you get started. Online Reviews and Local Search According to a local SEO report by Moz, online reviews are one of the top seven factors influencing where and how a business appears in local search results. The number of reviews that your brand or organization has, the speed at which these reviews are generated, your numerical ratings, the diversity of sites where you have reviews, even the authority of the people who write your reviews: these are all ranking factors across local pack and organic results. According to Moz’s survey, these “review signals” are considered an even bigger factor than “social signals.” Even Google … [Read more...] about Improve Local Search Ranking With Online Reviews
With enough planning and data, you could easily apply a dollar value to each of your prospective customers. You could also calculate the ROI of a campaign and uncover your actual customer acquisition costs. What you can’t do is calculate the ROI of your social engagement efforts with any real accuracy. This is because there’s so much more depth to social media, and your engagement usually isn’t transactional. Marketing metrics for calculating ROI are still important, but I highly recommend adding social engagement and customer sentiment metrics to the mix. Customer Sentiment and Your Brand Sentiment involves the emotions and feelings that motivate a customer’s action (and inaction). When you monitor sentiment, you’re trying to measure the tone and context of conversations with them. That measurement provides insight into how your customers and followers feel about your brand and the products or services you sell. Measuring Sentiment in Your Audience It … [Read more...] about Beyond ROI: 10 Marketing Metrics to Track Customer Sentiment
Millions of blog posts are published every day. A small percentage gain traction and attract readers. And among those readers, 55% will read the blog post for 15 seconds or less. (If you’re still reading, thanks for sticking with this one!) The internet is a daily battle for attention. Everywhere you turn, people are trying to share the latest marketing hacks with the same points. Repeatedly. I’m guilty of it myself, and I completely understand why many of us write articles that are a little similar and repetitive. It’s because they work. You could argue that content is becoming less art and more science. There are formulas to it — if you find the best keywords and write the correct content, you can build a high-traffic blog (that is almost a guarantee). But is traffic the goal of content? Or can there be some new and unusual ways of measuring content success? I have some ideas I’d love to share. Do the Surface Metrics Really Matter? Why Pageviews and … [Read more...] about 55% of Visitors Read Your Articles For 15 Seconds or Less