How to Create Social Marketing Campaigns That Boost Your Conversion Rate

social marketing campaignsThere are more than 2.56 billion social media users in the world today. Each day, another million people join a social media platform.

If your business isn’t utilizing social marketing campaigns, you’re missing engagement with a huge percentage of your potential customer base.

Social media marketing is a great way to boost your overall number of conversions. It puts your business and brand in front of potential customers in a way that allows them to interact and share on their favorite platforms. It also leads to repeat-exposure, which can help nudge customers to buy.

If you’re ready to take advantage of social media marketing to boost conversions on your website, keep reading. We’re breaking down the secrets behind developing campaigns deliver the results you want.

Create a Cohesive Brand

To start building successful social marketing campaigns, you need to have a cohesive brand in place.

Your brand will be what allows potential customers to recognize your company each time they see it. So don’t start until your brand is ready.

If the pictures and text that you post to social media don’t follow a set of brand guidelines, they won’t be immediately recognizable to your followers. When a social media user sees them, they won’t recognize that they belong to your business, and they’ll keep scrolling.

Worse yet, if there is no plan or guidelines in place, your content will appear random and disjointed further exasperating your audience.

Setting up brand guidelines to support your social marketing campaigns requires you to choose colors, fonts, styles, and tones that will be reflected in everything that you post on your website and social media platforms.

Produce Consistent Content

The rule of seven in marketing says that consumers need to be exposed to a product or service seven times before they’ll decide to buy.

With effective social marketing campaigns, you’ll be depending entirely on your website, online, or print advertisements for the rule of seven.

You’ll need your potential customers to visit your website at least seven times. Or you’ll need to send seven advertisements their way. The first is almost impossible to ensure. The second is costly and involves plenty of advertisements being sent out to people who won’t even be interested in your products or services.

But many of your potential customers already spend hours on social media each week. By launching social marketing campaigns that feature consistent content, you’ll be exposing your followers to your message and brand time and time again.

Encourage Sharing

Another great return that you’ll get from social marketing campaigns is the chance to expand your audience.

Sharing on social media platforms won’t cost you any money. But it can lead to tons of new followers.

Encouraging shares and actually getting your followers to share your content are two different tasks.

In order to effectively encourage shares, you’ll need to give your followers a reason to share your content. There are a couple ways to do this.

The first is to create interesting, unique, or helpful content. This could be anything from funny videos, to stunning photos, to articles that teach your readers something useful. If they enjoy what they see or read, they’ll be likely to share your content.

The other way to encourage sharing is to give your followers some incentive.

Asking your current customers to share a social media post in exchange for a discount on future purchases, or for a chance to win a prize, is another great way to encourage shares.

Know Your Audience

Not all of your potential customers are using social media.

Your social marketing campaigns should only aim to target the potential customers who are.

Millennials are the largest audience on social media. In fact, studies show that 3 out of every 4 millennials are more likely to buy from a company if they are active on social media.

While print advertisements or targeted online ads will be the better choice for older audiences, social media is a great choice for targeting your younger customers.

But your millennial audience still has certain expectations that your social marketing campaigns need to meet. You’ll need to research the latest trends in content and photography to stay up-to-date and keep your social presence relevant to your audience.

Engage with Your Followers

Once your social media campaign is in place, the work won’t be done.

Following through with your campaign, and engaging with your social media followers is essential.

If followers comment on your photos or posts, respond. If you notice that you get a lot of engagement with one type of content, and very little with others, use this information to adjust your campaign.

Social media marketing is a delicate process that needs to be constantly updated and adjusted to remain successful.

Invest in Help

Social media marketing is tough. If you don’t have marketing experience, are new to social media, or don’t have time to manage your campaign, you may want to invest in professional help.

Professional social media marketing help will give you a leg up on the competition. You’ll get cutting-edge strategies and tools to help your campaigns succeed. You won’t have to worry about staying up-to-date on the latest trends, or on investing hours of your time producing high-quality content.

Creating Successful Social Marketing Campaigns

Social marketing campaigns can be a great way to boost conversions.

You’ll spread awareness of your brand. You’ll expose potential customers to your brand again and again, helping to lead to sales. You’ll encourage engagement with your customers. You’ll also get the chance to see what your customers think of your content so that you can make adjustments.

You could choose to launch social media marketing campaigns on your own. Or, invest in professional help, and take your social media presence to a new level, boosting conversion rates like never before.

If you’re ready to see how a professional social marketing campaign can boost conversion, leading to increased lead generation and, ultimately, higher sales, contact us today for a free consultation.

We’ll help you determine what areas of your current marketing plan are working, and which aren’t. Then, we’ll help you make a plan for improving your marketing, on social media, your website, and more. You’ll be on your way to increased conversion, leads, and sales in no time.

 
 
 

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MarketCrest, LLC Helps Sponsor OSU’s Up ‘Til Dawn Event Benefiting St. Jude’s

MarketCrest Donation to St Jude's Up All Night Event

MarketCrest, LLC, a consulting, search engine optimization (SEO) and content marketing agency located in McKinney, Texas, was privileged to help sponsor the Oklahoma State Univesity Up ‘Till Dawn event to benefit St. Jude’s.

 

The event is a philanthropic student-lead and student-run fundraiser and competition, held at college campuses across the nation. The events raise money for St. Jude Children’s Research Hospital, ultimately benefiting children battling cancer.

 

MarketCrest has a long-standing relationship with Oklahoma State University in Stillwater, OK, and has hosted several workshops and offered paid internship positions to communications and marketing students.

 

St. Jude Children’s Research Hospital leads the conversation and lays down a course of action regarding how children with cancer and other life-threatening diseases should be approached and treated, medically.

 

The event at OSU raised in excess of $17,110 for the worthy cause.

 

“We agree with the sentiment that no family should have to worry about finances while helping their child battle cancer. For this reason, we were proud to participate” said MarketCrest President, Scott Berry. 

 

Thanks to committed donors, treatments have pushed “the overall childhood cancer survival rate from 20% to more than 80%,” without families in need ever receiving a bill from St. Jude for treatment, travel, housing or food.

 

About MarketCrest, LLC

MarketCrest, LLC is an award-winning, full-service digital marketing agency focused exclusively on Marketing, Consulting & Services that drive revenue growth. Simply, we exist to help our clients compete and grow, and we expect to be held accountable for their improved performance.

 

MarketCrest, LLC

105 S. Tennessee St. Suite 103

McKinney, TX 75069

 

 
 
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What Is SEM And Is It Right For Us?

SEM what is it white

Attracting visitors to your site is absolutely necessary, but it’s harder to do than you might think. As search marketing becomes more and more widespread, your competition is increasing every day. What’s more, small companies have different challenges than big companies—and it isn’t easy for either one.

When someone types a word into a search engine, sees a page listed from your site, and clicks through to visit your site, you have attracted a searcher. If you do nothing at all, searchers might still find your site. To maximize the number of searchers coming to your site, however, you must take specific actions to attract visitors to your site, otherwise you risk invisibility. This is what SEM (SEO & PPC) is all about—overcoming invisibility.

What is SEM?

The process of search marketing is called SEM (search engine marketing). Essentially there are two different types of search with which marketers are concerned. These types of search are unpaid search and paid search, often called pay-per-click (PPC).

The process of paying for search involves paying for advertising that show up on the top or the side (and sometimes the bottom) of the Search Engine Results Page (SERP). This type of search marketing is called paid search because the advertiser pays the website hosting the advertising money every time someone clicks on an advertisement.

Display advertising has been around for ages, so why has a newcomer such as paid search been outselling it since 2003? For the same reason that cowboys wear spurs: because they work. Paid search is thought to be more like direct-response advertising than display is, and direct-response advertising is thought to work.

Search advertisers believe that customers who see their ad soon after they have evidenced interest by searching for some topic will be more responsive. They regard seeing a display ad as a passive experience, often devoid of intent or even interest.

What are the Benefits of SEM?

  1. SEM connects qualified leads directly with your business.
  2. Strategy changes based on results are much easier to put into action, businesses are able to stretch money further when digital marketing is working effectively.
  3. Any size business can see revenue increases for a fraction of traditional advertising budgets.
  4. Search engine marketing is a more scalable way to reach customers than outbound marketing.
  5. Results are easy to track and thus measure ROI.

What is SEO?

The unpaid type of search is known as organic or natural search and the process of getting ranked “naturally” is known as search engine optimization (SEO). This SEO process involves an understanding of what is known as a search algorithm. An algorithm helps the search engine decide which pages come closest to which queries on the Internet.

The natural or organic search results show up below and to the left side of the advertisements on the search engine results page. One of the latest developments is that Hummingbird has made it more difficult for smaller companies to show up in search results because of an increased emphasis on corporate branding.

Increasingly you might see results from larger companies because they have a stronger brand. Another change is the emphasis on ‘semantic’ or ‘conversational’ search. However, the basic principles of SEO remain in tact.

There are many factors that result in ranking high in natural search and while the basic principles remain fairly constant it is important to stay abreast of algorithm changes across all platforms. The basic idea behind organic search for a company is still what has been emphasized is that you must have a good idea of who the company is to choose the right keywords for web landing pages and therefore to be found by search engines when users are looking for your type of product or service.

Increasingly, especially if you are logged in to your Gmail account while searching, you will see results in search that are specific to you; no longer will everyone see the same results but you will see results dependent upon your most recent searches. The content on the site is emphasized more and more frequently and it is less important to have lots of inbound links and more important to have relevant ones.

For organic search, a number of other factors are important in terms of rankings. People typically do not go beyond that first page for search results so it is important to rank highly. In addition to keywords mentioned above, other important factors are the content on the site and the authority on the site.

Authority is established through inbound and outbound links to the site, suggesting that the information is relevant to a number of users. Authority is also established by the type of site. Those sites that are associated with educational institutions (.edu) often rank highly in organic search because of their domain authority.

What are the Benefits of SEO?

  1. The ability to bring in a significant volume of consumers on a wide range of search terms at a highly effective cost per visit.
  2. Increased traffic to your website helps to build brand awareness.
  3. SEO leads have a nearly 15% close rate, while outbound leads have only 1.7% close rate (Search Engine Journal).
  4. As more and more people visit your site, you’ll be able to refine your sales process and increase your conversion rate.
  5. SEO for mobile is under-utilized, due to the number of sites not being optimized for mobile devices and the search engines becoming increasingly aware of this. An effectively planned and implemented mobile SEO campaigns can be one of your most important business drivers.
  6. The more prominent your website is, the less prominent your competitors’ websites will be, as there are a limited number of spaces on that first page; therefore your share of voice is increased.

Why SEM?

Readiness to buy is one of the most basic reasons to spend your scarce marketing budget on search: 89% of those online use search engines to look for information about brands and products. Lest you think that not enough people are online for search marketing to be worth your while, note that total Internet users passed the seven billion mark worldwide in 2012.

As simple as it sounds, your customers are online, and they use search to buy. Make no mistake, your site must be found by these searchers who are ready to buy. Contact us to learn more about attracting visitors and converting them to leads.

About MarketCrest:

MarketCrest is a Marketing & Consulting Services firm focused exclusively on strategies that drive revenue growth. Simply put, we exist to help you compete and grow and we expect to be held accountable for your improved performance.

MarketCrest provides SEM (SEO & PPC) and Content Marketing Services for clients. Learn more, and receive a free 1-hour consult with a marketing strategist.

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5 Signs Your Business Is Ready For Marketing Automation

5 Signs Marketing Automation

 

Many businesses find the concept of marketing automation appealing and want to jump right in with an improved strategy. However, a number of these companies don’t fully understand the financial implications — dedicating someone to the project full-time, or even just three-quarters of the time, is a big investment, not even considering the expenses for paying for software and development of content.

Although it is undeniable that marketing automation has significant advantages, it can also be a waste of money if you are not yet in the position to benefit.

1. You Have Enough Content to Automate

First of all, it is important to understand just how much content you will require for marketing automation. Ideally, you will have content for every persona at every stage of the buying cycle and in a range of formats (blog posts, videos, and podcasts, for instance).

This is a huge amount to plan, design, and create, and you should already have at least half this content to make marketing automation worthwhile.

2. You Have an Allocated Budget

You must be able to afford the costs of software, a dedicated team of staff, and content creation tasks. The exact amount you can expect to spend will depend according to the number of contacts in your database and the number of emails you intend to send per month.

It is important to note that trying to cut costs in any aspect will most likely result in lower quality content and less conversions, which can end up costing you more due to a reduced ROI.

3. You Are Unable to Reach Your Revenue Number

You should have already completed the analytics and determined the number of inbound visits, conversions, nurtured leads, and wins you need to reach your revenue. If you are currently falling short, marketing automation is the right solution, as it will allow you to deliver the right type of content to different groups of prospects at specific points in the buying cycle.

4. You Are Already Investing in SEO

SEO is essential for continually gaining qualified leads and a constant flow of traffic to your website, as marketing automation cannot work if you lack leads and prospects whom you will convert. Plus, connecting the content you create for email campaigns, newsletters, and articles to your website adds to optimization efforts, further improving search engine rankings to send you yet more visitors.

5. You Have CRM Software

CRM software is a much smaller investment and a precursor to the more complicated marketing automation. You can think of skipping CRM to dive straight into marketing automation as like trying to learn to ride a bike without training wheels. Before you even consider marketing automation, you should have set up CRM software with all the details about your customers and prospects.

Once you have fulfilled all the above criteria, you are ready to benefit from marketing automation. However, if you fall short in any point, you should first focus your attention on solving this shortcoming before employing marketing automation software.

Do Your Research

SharpSpring, a marketing automation services company, and Acend2 collaborated to conduct interviews with over 300 small-midsize businesses to benchmark their automation strategy and expectations.

MarketCrest has presented the results in a free ebook to help CEOs determine if they are ready for the investments and if so, provide benchmarks on strategy. The research results are available on our free Resources page.

MC MAS-Research Reports

 

About MarketCrest:

MarketCrest is a Marketing & Consulting Services firm focused exclusively on strategies that drive revenue growth. Simply put, we exist to help you compete and grow and we expect to be held accountable for your improved performance.

MarketCrest also provides Marketing Automation and CRM solutions, and services for clients. Learn more, and receive a free 1-hour consult with a marketing strategist.

 

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3 Keys To A Big, Fat Sales Funnel

3 Keys To A Big Sales Funnel Marketcrest

 

Demand gen, lead gen and lead nurturing…how do these 3 work together to provide my sales team with enough leads to hit our number? This post will provide clarity to each term, and a vision for how your organization should be leveraging these marketing disciplines to win more now.

Key- A Formal Demand Generation Program

The purpose of demand generation marketing is to drive awareness and interest and get people excited about your products and services.

The demand generation function in most businesses resides as part of the marketing organization and is primarily a top of the funnel (TOFU) strategic marketing tactic. Sophisticated marketers will use demand generation tactics throughout the sales and customer life cycle to nurture key prospects and customers and maintain relationships.

Demand generation programs tend to be designed for prospects that are aware of a need or problem, and are attempting to solve it. The goal is to make sure the prospects find you when searching for a solution.

Marketers utilize a wide variety of tactics to generate awareness and interest such as webinars, demonstrations, books/ebooks, blogs, podcasts, newsletters or free trials. These content driven marketing assets, allow prospective buyers to discover and understand a company’s solutions.

Demand generation programs can also help companies reach new markets, promote new product features, build buzz, generate PR, and re-engage existing customers and establish your company as a thought leader and source of key information in your industry. Effective demand generation programs keep the top of your sales funnel full.

Key- A Formal Lead Generation Program

The process of creating individual contacts that might lead to a sale. Businesses constantly strive to generate “quality” leads with a high probability of being converted. Research has found that inbound leads are 5-6x more likely to become customers than outbound leads.

The inbound leads may come from a variety of sources such as a company website, referral network, telephone calls or a list purchase. To efficiently handle a large volume of leads, lead generation is often paired with the practice of lead management.

Key- A Formal Lead Nurturing Program

Lead nurturing programs are about maintaining an ongoing conversation with your prospects. It is recommended that while nurturing your leads, you make them experts in solving their own problems. This is where you really wow them with your helpfulness and expertise. We are often asked where social media best fits in the B2B marketing process. Social media (LinkedIn, Twitter etc.) can be a powerful communication channel for maintaining awareness, interest and nurturing leads. In the B2B world, LinkedIn and Twitter can produce the largest share of referrals to your corporate website.

At some point, a lead is qualified and hot enough to pass to the sales team. Effective marketers provide a lead management processes to provide scoring, ranking and routing elements to improve the odds of conversion.

  • Lead scoring – Lead scoring helps determine which leads should be passed to sales. It usually involves scoring how qualified and how interested the lead is in becoming a buyer.
  • Lead ranking – Based on the scoring results, leads can be ranked on predetermined values and business rules.
  • Lead routing –A lead routing process determines which lead should be connected with which salesperson, based on any number of factors such as rep tenure, territory or industry expertise. Often the routing process includes management notification and the tracking of time to follow up.

Summary of terms:

Demand Generation – The function of a marketing department that creates awareness and interest for your product or service. Content Marketing is used a great deal in demand generation. It is the creation and sharing of content for the purpose of promoting a product or service. A piece of marketing content might be a whitepaper, image, blog article, newsletter, ebook etc.

Lead Generation- The process of making/identifying individual contacts that may lead to a sale.

Lead Nurturing – The process of building relationships with qualified prospects with the goal of earning their business when they are ready. Lead Management is the creation and use of an ordered structure for managing volumes of leads.

Don’t start your year off behind the 8 ball because your sales pipeline is anemic. Invest in an inbound marketing strategy that has been proven to scale and provide a measurable financial ROI. To learn more, request a free assessment of your digital marketing strategy.

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