Author Archives: admin
Author Archives: admin
The first question I asked consumers was, “Why do you most commonly subscribe to marketing emails or email newsletters?”
It’s apparent that consumers sign up for emails that provide direct value to them.
Below is a quick breakdown of what each result means for marketers, as well as examples of effective emails that leveraged their audience interests.
Roughly 28% of consumers say they subscribe to branded emails because they “want to be notified about sales, promo codes, or coupons from a company.”
It’s not shocking that emails promoting deals and sales are the top preference of consumers. By now, many of us have either subscribed to an email like this for personal use, or skimmed our inbox looking for promo codes before a big shop.
Although these emails are primarily for announcing deals or ways that your prospect can save money, you can still also use them for other promotions. For example, while prioritizing a sale, deal, or coupon code at the top of the email, you can also share news about a new product or blog posts at the bottom. Just keep in mind that your subscribers signed up to get the best bang for their buck, then continue to come up with ways to delight them.
Here’s a great example. When you subscribe to Postmates, you can ask to receive emails with promotions and coupons. Once subscribed, Postmates will send you semi-regular coupon codes and news about restaurant-specific sales:
As a subscriber, I personally love the Postmates email because it stands by its mission to send me discount information. Whenever I consider ordering in, I search through my inbox to see if they sent any promo codes recently. When they do, I don’t hesitate to get my meal delivery from this app over other competitors.
Not all audiences are looking to get the latest deals on products. Sometimes, people subscribe to emails just for the sake of learning new things. This explains why one-quarter of participants say they subscribe to emails because they want to regularly receive “a brand’s content (i.e. blogs, videos, graphics).”
Although creating an email for your blog posts or branded content might not seem like it will benefit purchases or ROI directly, these types of emails still offer a number of benefits that can impact the bottom line.
For example, those who subscribe will get to see content from you that demonstrates why your brand is a trusted voice in your industry. After seeing and consuming valuable content from you regularly, your company could be the first that comes to mind when a subscriber needs to purchase a product that you sell.
Additionally, although content-based emails might not focus on promotions, this doesn’t mean you can’t include one within the mix of links shared in an email. Aside from subtly including promotions in one of these emails, you could also link to blog or video content aimed at lead generation.
To give you an example of a content-based marketing email, take a look at HubSpot’s Service Blog email. Each day, the Service Blog sends the posts that were published the same day to subscribers. While the content is mostly informative, we occasionally mix in other promotions, such as the call-to-action to visit our new Website Blog.
A number of brands choose to use their emails to show audiences the inner-workings of their company. These emails might include press release-styled announcements, information about the staff, or posts from the company’s corporate blog.
While this content might not directly value audiences as much as coupons or educational content, it still helps brands to establish themselves as credible and successful to audiences who are interested in watching them grow. This might be why 16% of those I polled subscribe purely to get company-specific announcements in their inbox.
While 10% of participants selected “All of the above” as their primary email subscription reasoning, 14% chose “Other.” These results might hint that groups of email subscribers might enjoy different types of content in one email.
As you get to know your email audience, center your emails around the content you promised email recipients on their subscriber form. But, consider including one or two promotions that break your usual email norm to see if you can diversify your emails a bit more.
For example, if you have an audience subscribed to your company blog’s email, consider subtly including a coupon or discount at the bottom — after your blog content — to see if you can gain conversions.
Interestingly, only 5% of consumers said they commonly sign up for emails to learn about new products from a brand. Additionally, although many companies will offer discounts when consumers sign up for their email newsletter, just 2% say they sign up for emails primarily for these tactics.
Although the minority of participants chose the options listed above, you might still want to consider experimenting with them in case they work for you, or your audience prefers a mix of content.
Once marketers build out their email list, the next challenge they’ll face is maintaining it.
And, sometimes, even if you have great email engagement or a winning formula for email success, you’ll see a random dip in subscribers. \
Why could this be? Have people gotten bored with your content? Have they found another competing brand with a better newsletter? Are they just over email altogether?
The truth is, a bump in your unsubscribe rate could be due to super simple — and easily fixable — logistical reasons.
When I asked consumers, “What’s the most common reason why you unsubscribe from marketing emails?” most participants sighted reasons other than the quality of email content.
In fact, 51% say they unsubscribe because “emails come too often.”
Below, I’ll explain what frequency-related unsubscriptions mean for email marketers, as well as break down some of the other major subscription barriers.
While 34% of those surveyed say they most commonly unsubscribe from email lists because “emails come too often. [More than once per day.],” 17% say, “Emails come too often. [More than once per week.]
Despite stats like those above, and the fear that too many emails will result in high unsubscribe rates, most marketers still send multiple weekly and daily emails. According to our State of Marketing Report, more than 50% of marketers send emails between three and eight times per week.
So, how do you stick to an effective email cadence without losing subscribers? Keep reading to learn about a few preventative measures.
If your audience begins to cite frequency as a reason for unsubscribing, or you suspect you might be sending too many emails based on the lower click or open rates throughout the week, consider dropping one to two of your regular emails, or combining two emails scheduled for the same day.
Once you consolidate your emails, see if your unsubscription or spam rates lower, while paying attention increases in engagement metrics like open rate or click-through rates. If you see your metrics fluctuate for the better, you might want to identify more ways to consolidate your brand’s email.
If you absolutely can’t consolidate your emails, make sure that you’re transparent about how many you’ll be sending subscribers on your subscribe form. This will ensure that all subscribers know what type of content and email frequency they’re signing up for upfront and might weed out audiences who will quickly unsubscribe.
Although content isn’t the biggest driver of unsubscriptions, it still can be a factor.
While 17% of participants commonly unsubscribe from emails that feel “spammy or over promotional,” 9% will unsubscribe if the content is “no longer valuable.”
The result above isn’t that surprising. When’s the last time you unsubscribed from an email that you used to love getting in your inbox?
Luckily, there are a number of tactics you can try to prevent your content from getting too stale or spammy.
First, do a deep dive into your email metrics.
If you’re seeing low open rates, click-through rates, high skim-to-read-rate ratios, as well as unsubscribes or spam reports related to poor content, it might be time to audit the content you’re sharing in each email, test out new types of content, and avoid any sharing things that might disengage your audience.
Along with looking at hard metrics, you should also consider the content you’re creating for your audience before you hit send. Ask yourself questions like, “Is this email valuable to my audience?”, “Does it over-promote my products?”, “Does the content in this email align with how I marketed this email subscription in the first place?”, and “Is this content on brand?”
If you have a large audience with a number of different interests. You might also worry that some audiences will love the links you’re sharing in your email while others might be interested in other topics. If that’s the case, you can also consider email segmentation.
With email segmentation, you can break your list of contacts into separate lists to ensure that people with vastly different interests are only getting sent content that will interest them.
For example, since HubSpot Blog readers are primarily interested in marketing, sales, service, or website development, we have daily and weekly email lists for each of our blog properties. This way, if you’re a marketer interested in web development, you can subscribe to our Marketing Blog and Website Blog emails without seeing Sales or Service content that relates less to your field.
Along with content that isn’t valuable, 10% of participants primarily unsubscribe from emails that don’t provide content they expected to receive.
Roughly 5% of participants say they most commonly unsubscribe from emails that they “didn’t sign up for” in the first place, while another 5% says they primarily unsubscribe from emails that “don’t offer content, promotions, or coupons” that the brand described when marketing the subscription.
As an email marketer, it’s your job to understand your audience and send content they’ll engage with. Meanwhile, consumers that sign up for your email will expect you to send them the valuable content they asked for when signing up. When you blast them with emails they won’t like or didn’t ask for, they might trust your brand a little bit less.
For example, if you market a daily newsletter that promises expert tips from thought leaders, blog posts, or coupons, and instead send semi-daily newsletters that promote only products with no discounts, your audiences might not be too happy.
As you manage your email strategy, remember what you promised your subscribers when they signed up. Focus on promoting links that are valuable and align with their interests, as well as your brand.
Because consumers don’t appreciate or trust unsolicited email in their inboxes, we don’t condone purchasing contacts from another company. Not only is this against GDPR mandates, but it could also annoy contacts, cause unsubscriptions, and hurt your IP reputation.
As an alternative, consider co-branded emails. With this strategy, you can market one brand’s email subscription and content in your email while they market your email and content to their subscription list. This way, the brand’s audience can choose whether or not they want to subscribe and might be less likely to remove themselves from your list after signing up.
Here’s a great example of a co-branded email campaign from HubSpot and Unbounce. Although this doesn’t directly market HubSpot or Unbounce email subscription options, it highlights great points about both companies and a project they’re jointly working on which could indirectly result in both brands gaining email subscribers:
Email marketing best practices aren’t always the same for every brand. That means that it will take experimentation and practice to grow and maintain your email subscriber list.
Because building a list can be challenging in the beginning, it’s important to not give up when one or two tactics don’t work. Although you’ll want to personalize your tactics to your audience, here are a few overarching tips to keep in mind as you aim to grow your list.
First, and most importantly, you’ll want to develop and execute on an email strategy that prioritizes valuable content and avoids over-promotion.
For example, you could create an email with a mix of sales, coupons, and promo codes, or focus on promoting your most engaging blog posts. Or, if you have a giant audience with a few key interests, you could segment them by creating separate marketing emails and subscriber lists.
To get people to actually see your valuable email content, you’ll need to market it in order to get subscribers. When you share your email subscription form on your site or social media, point out what your emails will provide to your audience. Will they include blog content, expert tips related to your industry, or special deals? If so, clearly state this in your messaging.
Here’s a look at how we promote the HubSpot Blog’s emails:
Yes. You are a marketer and shouldn’t avoid talking about great product offerings when you have them. However, too many product details in an email can feel spammy or over promotional.
When you promote your products in an email, try to include other content, such as links to blogs or videos to balance the email out. This will be even more important if you promoted valuable content rather than just product news when marketing your email subscription form.
In our 2020 State of Marketing Report, EMEA marketing manager Henni Roini emphasized why product promotion isn’t everything.
“Only the companies and brands that create human connection are going to succeed. This is extremely true with email. You might get short term benefits from very promotional content, but honest, human, and personalized content creates a following for the long term,” Roini said.
Want to learn more about email marketing? Here’s a guide on how to use email marketing to guide your prospect through the buyer’s journey. More interested in diving into email data? Check out this list of helpful email marketing stats.
Originally published Jul 6, 2020 7:00:00 AM, updated July 06 2020
Time constraints, limited budgets, and even complacency can make it all too easy for even the best marketers to fall back on familiar tactics.
But for marketing to be effective, it needs to be innovative and engaging, so relying on the easy option will only get you so far. Outsourcing connects you with marketing agencies who specialize in keeping on-top of new technology and trends.
These professionals can offer an outsider’s perspective of your business and bring new, exciting ideas and strategies to the table.
Additionally, maintaining a salaried in-house marketing team can be expensive and — depending on your marketing requirements — often unnecessary. Turning to a third party whenever you require marketing collateral means you’re only using budget when it’s necessary.
For instance, let’s say you work for a small company and want to publish two blog posts a week on your company’s blog. Rather than paying an in-house blogger to write full-time for your brand, you might consider hiring a freelancer to write those two posts per week, which is undeniably cheaper than the alternative. As your company grows, you can reassess whether it makes sense to pay a writer full-time.
With time, you’ll be able to develop a fixed budget that better reflects marketing expenditure in terms of requirements. This budget will help you determine if developing an in-house team is financially viable for your business.
If you want to outsource some (but not all) of your marketing efforts, let’s dive into a few different aspects of your overall strategy where you might consider hiring a third-party to do the heavy lifting.
Authoritative, informative content that positions your business as a thought leader can do wonders for your bottom line. So what does it matter if it’s written or designed by people outside of your organization? As long as these writers or video creators are fully immersed in, and understand the complexities of your business, they should be able to serve up relevant, engaging content for your target audience.
If you want to outsource your content marketing efforts, you can choose to go with an agency or freelancer — sites like Upwork and Fiverr are great resources for entrepreneurs and allow you to vet a professional’s work before committing.
Take a look at How to Find Freelancers for Your Business to learn more about how to find top-notch freelancers for your business.
However, you might feel that your internal team has a better grasp on the nuances of your business. That’s fine! There are a number of marketing tools and platforms available to make the content creation process simpler. For example: WordPress and its deeply functional dashboard; Ceros with its collaborative, experiential slant; or HubSpot’s own marketing suite, which brings blogging, social media, and website material together under one powerful software solution.
From lead generation tactics to email workflows, a solid marketing strategy should cater to all stages of the buyer’s journey. This vital groundwork includes developing buyer personas, mapping campaigns to need states, and identifying growing trends in the market.
Outsourcing your marketing strategy to a career specialist means you’re enlisting the help of someone whose job it is to keep abreast of industry innovations and new, creative methods of marketing delivery. They will also be able to identify audience demographics that you may not have considered before.
However, it may not be financially viable for your business to outsource the entire task to a marketing strategist. If that’s the case, then another solution is for you to commission a ‘strategy skeleton’ for your internal team to build on. For instance, the outsourced strategist defines your buyer personas and then your team adds the muscle and sinew to the bare strategic bones.
Your marketing intelligence is informed by how well you use your data analytics. Many businesses will find that they just don’t have the in-house expertise to extract nuggets of insight that can turn marketing efforts into gold. Moreover, it can be expensive and time-consuming to recruit and train an in-house team of data scientists and engineers.
Specialty agencies, however, can provide the expertise necessary to interpret your data and offer data-driven insights in response to your existing analytics. Additionally, they can offer a number of solutions that can be fitted to your budget and requirements.
Instead of stretching your resources thin or incurring unnecessary costs, you can focus on developing outstanding products and delivering exceptional service, drawing on the insights unearthed by your marketing intelligence agency.
If you’re interested in diving into marketing intelligence in-house, take a look at How Market Intelligence Will Make Your Marketing Team More Agile to explore whether that’s the right solution for your needs.
Wary of either cluttering a prospect’s inbox or being forgotten by them altogether? A successful email marketing strategy can make automation and personalization your secret weapons.
For instance, hands-off, lead-nurturing workflows can fire off emails automatically based on a user’s action — such as when a user clicks on a social media advertisement or plays a video. Outsourcing the creation and setup of these workflows takes much of the manual, administrative labor from your shoulders and places it into the hands of professionals.
Should the in-house route sound like a better option, you’ll need an infrastructure in place to facilitate the timed delivery of these emails, as well as an internal strategic and content team to develop them. HubSpot’s marketing suite offers an intuitive framework to outline your email workflow strategy and its automatic triggers.
There are plenty of benefits to keeping social media in-house: for instance, social media is one of the most direct opportunities your business has to connect and engage with prospects and customers. If you keep social media in-house, you can hire full-time social media strategists who communicate with prospects via social media and then relay that information back to leadership to inform more personalized, targeted brand messages moving forward.
However, if you work for a smaller company with a limited budget, a full-time social media manager might currently be out-of-reach.
Additionally, the power of social media might actually make it an important task for you to outsource — when done correctly, social media can take your brand’s reach and visibility to the next level, so you might want to outsource to an agency with proven success in the industry.
You can also delegate certain social media tasks to a third-party group, rather than handing off the entire strategy to them. For instance, maybe you notice Instagram is a fantastic avenue to connect with leads, but your social media manager is currently juggling Twitter, LinkedIn, and Facebook as well, making it difficult for her to give her full attention to Instagram.
To combat the issue, you might hire an agency to focus primarily on all things related to Instagram, including Instagram advertising, posting to Instagram Stories, and hiring Instagram influencers to promote your products or services.
If you don’t want to hire a third-party agency for your social media needs, however, there are plenty of impressive social media tools to help you automatically post across channels on a regular basis, use data to refine your strategy over time, and communicate with prospects at-scale.
Every business requires a marketing strategy that’s tailored to their unique challenges. Some may find that outsourcing the entire marketing spectrum is right for them, while others may want to implement marketing technology and develop a core team around it.
We recommend keeping activity in-house if your current marketing technology is generating excellent ROI and you have a trained, experienced marketing workforce with the capacity to handle long-term campaign work and ad-hoc tasks.
You should consider outsourcing all of your marketing activity if your team members are wearing too many marketing hats, consistently missing deadlines, or are hampered more than helped by your current marketing technology.
A happy medium can be found by using a mix of agency and in-house resources, alongside powerful marketing tools. With an experienced third-party agency guiding you every step of the way, you’ll be able to upskill staff and onboard new technology without overspending or embarking on a lengthy recruitment process.
Additionally, if you’re having a difficult time making an informed decision, consider reaching out to a consultancy (like ours, Huble Digital) to explore which software and skill sets can transform your marketing efforts in 2020 and beyond.
Originally published Jul 6, 2020 7:00:00 AM, updated July 06 2020
If anyone has the innate ability to drive change within the enterprise as a whole, it’s the marketing folks. After all, marketers are deeply interested in decoding human behavior, connecting with people, and building bridges of understanding.
We spend our careers working to become masters of perception, persuasion, and conversion.
So why is it that marketing leaders often feel like the Prince Harry of the executive leadership team—likeable and well-regarded, but not exactly treated as an essential member of the royal family? (And I’m talking Prince Harry pre Megxit, of course.)
One of our biggest problems is a tendency to be so customer-focused that we forget to apply our talents within our own organizations as well.
Drawing on my decades of senior marketing leadership experience, I’d like to offer four ways marketers can lead enterprisewide digital transformation and position themselves as catalysts for much-needed change.
1. Dig into the data
In my first CMO role, in 2005, I had a voice on the executive team, but it was mostly about the brand and how it feels. The technology wasn’t there yet to measure cost per lead or to indicate, from an engagement standpoint, what kinds of content were resonating with audiences. At the
time, we could scarcely imagine having access to the concrete measures that exist now.
The COVID-19 pandemic has forced every sales professional to adopt a more digital skill set overnight. As a result, marketing and sales leaders are understandably struggling to support their sales teams without the benefit of in-office support or facilitating face-to-face client meetings.
Leaders need to upgrade two very distinct types of support as sales staff continues to adjust and thrive in a new remote reality:
Offering employees support on both those fronts will position your sales teams for a more successful remote future while making them more dynamic and agile sales professionals.
The Nuts and Bolts of Remote Sales
Shelter-in-place and work-at-home policies have highlighted a general lack of basic work necessities at home, such as reliable Internet connections and secure Wi-Fi. But because the needs of a remote sales team are consistent, it’s relatively easy to compile a list of the specific tools they need to succeed.
All of your remote sales reps should be equipped with the following:
Coaching for Remote Success
With the building blocks and logistics of online sales in place, it’s time to upgrade your coaching tactics.
Account mapping involves selecting and organizing the accounts targeted within an ABM program.
After establishing goals, the next and arguably most critical step to ensuring a successful ABM campaign is selecting and mapping the accounts.
Once accounts have been selected and mapped, the sales and marketing team can build their engagement strategy and ensure both sides maximize their alignment.
Account mapping is an exercise in account research and documenting details that will be useful as you target an account on your journey to a successful close.
Here are the four main steps you’ll need to take when account mapping:
After identifying what accounts to target through account planning, the next step is digging into the account to understand the organizational structure and how decisions are made. Starting with the top person in a functional area is an excellent place to begin mapping the functions.
The larger the account, the tougher this task, as many large organizations operate in a matrix environment where influence comes from many directions.
Nonetheless, sourcing these contacts and documenting their Buyer Role using HubSpot or alternative system of record will allow you to track and manage information related to each contact. This will also improve your ability to create unique experiences as a part of your ABM program.
It’s essential to consider buyer roles as it relates to the buying process, not a functional title.
Buyer roles to be considered include:
Depending on the goods/service sold and the operational impact it may have in the account, there may be a need to expand the roles to meet the specific needs of the account, so you can edit or add new roles as needed.
Using tools such as LinkedIn or ZoomInfo can be helpful when researching an account and the key contacts within the account. Using the Buying Role Property within HubSpot is a great way to align your account intelligence to the contacts within the account.
During your research, you may find that one contact has multiple roles, so you can assign them accordingly as well as assign multiple contacts to the same role.
Understanding an account’s needs and pain points is an important input to your ABM engagement strategy. Whether it’s for content alignment or sales outreach, align relevant communications to each stage of the buyer’s journey.
While getting direct intelligence through discovery calls is an excellent way to explore account needs, you should use a wide range of sources to gather as much information as possible to fill any gaps.
Social listening, search intent, press releases, and Google Alerts are all great resources to leverage for information that can be used to gain insights into future account needs. Once well-documented, these insights can be used to map marketing content and sales playbooks to ensure each interaction with the account is meaningful.
Develop a plan for how and when you will engage the target account. Using a playbook for both sales and marketing engagement plans can help standardize the approach you take and identify points within the process that are working well or areas that need improvements.
Depending on where the account is within the sales cycle when you implement the ABM strategy, the engagement approach may vary. Targeting with account-based advertising may be an excellent first step to warm up the accounts if starting with cold accounts.
Many platforms can enable ABM advertising; however, using HubSpot’s Company List and its LinkedIn Ads integration provides a seamless introduction into account-based advertising without leaving HubSpot.
Throughout the research and documentation process, you’ve been collecting data that will be useful for both marketing and sales teams. As you seek to advance the engagement process, direct outreach to contacts within the account will be required. Be sure to add value and use best practices to improve the quality of this interaction so that it’s a seamless and valuable experience for the prospect.
You have been gathering account intelligence through the planning process, so now it’s time to put those activities to work. Before reaching out, utilize LinkedIn or LinkedIn Sales Navigator to research the contact. Using the outreach activities to fill data and intelligence gaps will help improve future interactions and engagements.
Of the things you need to learn, understanding who will influence the purchasing decision is high on the list. It’s also helpful to know how the company makes a purchasing decision and their process of awarding a contract. Ensure that you’re gathering these details effectively by recording information in your CRM under the deal, company, and contact records.
There is a long list of software applications that can assist with the account mapping process. The good news is that a lot can be done with free tools, many of which are commonly used within both small and large sales and marketing organizations.
Below is a short list of free and premium tools, along with a brief description that will get you started with ABM Mapping.
HubSpot is the centralized marketing platform that helps sales and marketing leaders execute marketing campaigns. HubSpot provides a set of tools that helps keep an ABM-centric campaign, which enables greater transparency between sales and marketing teams when compared to disparate systems.
Cost: Freemium to Paid
The king of professional networking within a digital environment has become a dream tool for sales and marketing professionals. When targeting specific accounts, LinkedIn is a great free resource. In addition to general account research, LinkedIn also is a great integration partner for three of their paid services, which can be invaluable to ABM.
Cost: Varies depending on tools/service used.
From prospecting to buyer intent, ZoomInfo is an excellent resource for finding and tracking companies that fit your Ideal Customer Profile (ICP). In addition to identifying the account, they provide a comprehensive set of products that offer deeper account insights, including organizational charts. ZoomInfo is also a HubSpot integration partner, which makes working with the tool seamless.
Cost: Free Trial to Premium
If you are seeking to take action on Buyer Intent, 6sense provides solutions that improve the transparency into the buyer’s intent using AI. It captures signals across a wide variety of channels and connects it to prospect accounts.
When moving into the engagement stage of an ABM campaign, these tools provide the ultimate reach and scale.
Cost: Paid (Contact 6sense for pricing details)
ABM mapping can be an effective process to help sales and marketing teams navigate complex account structures. While there are great tools that provide helpful insights, the mapping process is robust and tends to be manual.
An important part of the planning process will be to gain buy in from your internal team and properly assign team members who will be part of the research and documentation process so that your organization will have access to centralized information about your target accounts and contacts within them.
The payoff can be well worth the work if you take the proper steps while developing a focused account-based marketing strategy.
Originally published Jul 3, 2020 7:00:00 AM, updated July 03 2020
ROAS (return on ad spend) is a metric which measures the revenue that’s generated compared to every dollar of an advertising campaign. For example, let’s say you made $10 for every $1 spent on an advertising campaign. That means your ROAS for that campaign is 10:1.
Ultimately, ROAS is meant to measure the effectiveness of a specific ad campaign, not your overall ROI — more on that below.
Besides ROAS, you’ll most likely measure other metrics such as click-through rate and ROI. By measuring multiple metrics, you’ll get a more accurate view of your results.
Of course, measuring performance and tracking analytics is an important part of any marketing campaign.
By tracking performance, you can improve and iterate on your marketing techniques. Plus, data is one of the only ways to truly prove that your department brings in revenue, which is incredibly important.
However, it’s important to note that not everything can be measured with quantitative data. For instance, calculating brand awareness and sentiment is much more difficult. And while you can calculate downloads or email sign-ups, those might not always lead to revenue.
When you’re analyzing any data, it’s important to consider context and review qualitative data as well as quantitative data.
That being said, today we’re going to dive into ROAS specifically. Before we do that, let’s review how ROAS is different from ROI.
While return on investment (ROI) measures the total return of an overall investment, return on ad spend (ROAS) only calculates your return in regard to a specific ad campaign. Essentially, ROI is a bigger picture metric, while ROAS is a specific metric measuring the success of a specific ad campaign.
Ultimately, this means that the only cost considered in a ROAS calculation is the cost of advertising. On the other hand, the cost of an entire project or campaign will be considered in an ROI calculation.
The goal of your ads campaign, of course, will be to generate a positive return on your ad spend. However, how can you determine what that ad spend should be?
In the YouTube video below, HubSpot details how to determine ad spend by understanding the bidding system used by ad networks.
You’d use ROAS to help you determine how you spend your advertising budget and as a signal to determine if your campaigns are successful. This would let you know that you might need to evaluate your approach to running ads.
So, at this point, you might be wondering, “How can I calculate ROAS?” Let’s review that now.
The equation to calculate ROAS is simple: Revenue Generated by Ads / Cost of Ads. With this equation, you’ll get a ratio that can help you determine whether your ad campaign is working. For instance, if you made $10 for every $1 spent, your ROAS would be 10:1.
While the equation is simple, you might face difficulty gathering the data needed to run this calculation. For instance, calculating the cost of an ad isn’t always easy. You’ll need to consider the cost of the ad bid, the labor cost for the time it took to create the creative assets, vendor costs, and affiliate commissions.
But it’s important to get an accurate estimate of the actual money spent on an ad to get an accurate ROAS measurement. If your data isn’t accurate, your findings won’t be either.
Additionally, if you don’t run an ecommerce business, it can also be difficult to measure the revenue generated by an ad. For example, someone might convert from your ad because they downloaded an ebook, however they haven’t spent any money yet. In fact, they might not spend money for months.
To combat this, you can use a CRM software like HubSpot in conjunction with HubSpot Ads, to track revenue made from leads.
With a CRM and ads software, you can keep track of your data and tie it all together — marketing leads, ad results, etc.
Now, you might be wondering, “What’s a good ROAS?” and “How can I improve my ROAS?”
Well, a good ROAS is typically around 3:1. If you’re barely breaking even, it might be time to dig further into the accuracy of your metrics and evaluate your ads and bidding strategy.
However, it’s important to note that the objective of some ad campaigns might not be to make immediate revenue, but to increase brand awareness. If that’s your objective, then a lower ROAS makes sense.
To improve your ROAS, you can lower your ad spend and review your ads campaigns. You might want to optimize your landing pages or rethink your negative keywords.
Overall, ROAS is an important metric to track, but it shouldn’t be tracked in a vacuum. It’s important to look at other data and metrics to get the full picture of your return on investment.
Originally published Jul 3, 2020 4:30:00 AM, updated July 03 2020
Boosting your rankings on Google is vital: It means more traffic to your site and an increase in leads.
One of the most reliable ways to rank well is link-building. But it’s not only the most popular link-building tactics that perform well. Some lesser-used approaches are just as good.
Though Google’s algorithms continually change, digital marketers tend to use the same tactics over and over, including guest-posting, broken-link replacement, and the skyscraper technique (updating and upgrading existing content with new and better-quality backlinks).
And those tactics work. Except everyone uses them, and websites daily receive a flood of similar pitches and requests as a result.
Enter underrated link-building tactics that are just as or more effective and help you stand out.
The marketing mix refers to the actions a company takes to market its product(s) and/or service(s). Typically, it acts as a framework for breaking down the four key components of marketing — product, price, place, and promotion.
The marketing mix helps companies organize their marketing initiatives by task and department for more process-driven and impactful marketing campaigns.
This framework has roots back to the 1940’s and has been evolving ever since. While some elements have been added or tweaked over the years — most notably for the modern digital age — the core elements of the marketing mix (i.e. the four P’s) have remained consistent for decades.
Need a way to visualize your marketing mix to share it with your employees or investors? Use these four marketing mix templates to organize your initiatives and activities by the right section. Click here to download them now.
The core elements of a marketing mix are product, price, place, and promotion — known as the four P’s of the marketing mix. When perfected and synchronized, these elements provide a well-rounded approach to marketing strategy.
Product refers to what your business is selling — product(s), service(s), or both. The bulk of the work in this element is typically done by product marketers or managers. Nailing the product element of the marketing mix means doing extensive research and development, understanding the need for the product, developing a product launch plan and timeline, and educating customers and employees — especially salespeople — on the product’s purpose.
Price refers to the price point at which you’ll sell your product(s)/service(s) to consumers. Arriving on this dollar amount requires consideration of multiple pricing strategies, analysis of similarly priced products in your market, and insights from consumers through surveys and focus groups. Price speaks to positioning in the market, the speed at which you want to penetrate your market, and your company’s revenue goals and profit margin.
In the marketing mix, place refers to where your product or service will be sold. For tangible products, this will include physical locations such as your own store, or a retailer where your product will be resold. It can also include the other methods where your products can be purchased, like online or over the phone.
Promotional activities are those that make your target market aware and excited about what you’re selling. While this does include paid initiatives like commercials and advertising, promotion also entails organic initiatives like word-of-mouth marketing, content marketing, and public relations.
While the marketing mix can often be simplified down to the 4 P’s, the expansion of the scope of marketing in recent years has resulted in more P’s added to the list.
For example, Smart Insights includes the following elements in its marketing mix definition:
Some of the other P’s can include:
These other marketing mix elements should be utilized as you see fit for your projects. However, every good marketing mix should rely on a thorough exploration of those first 4 P’s of product, price, place, and promotion.
Because the marketing mix incorporates elements from across your department — and even your company — it’s imperative to establish a marketing mix strategy for each product you launch, or for your company as a whole. For a fully-fleshed out marketing mix, follow these steps.
The success of your marketing work is first and foremost contingent on your product. Make sure it’s well-developed and your team can speak to its benefits and the story behind it.
Best practices in this step include:
Taking these actions ensures you’re making every effort to understand and solve for your customer, providing a solid foundation for your product to launch successfully.
Featured Tool: Market Research Kit. To make your R&D more impactful, use these free market research templates so you can better understand your customers and competitors.
A lot goes into choosing a price point — so much so that we wrote an entire guide to pricing strategies.
Luckily, you’ll be able to refer to much of the work done in the previous section. Thanks to your understanding of your market through research, you’ll have answered most of the necessary questions in this section. You’ll also need to take your costs into account so you can maximize unit sales and profit.
During this stage, make sure you do the following.
Featured Tool: Pricing Strategy Calculator. If you need help selecting your pricing model, use this template to compare different pricing strategies and see which will yield your company the most profit and revenue based on your forecasts.
The place part of the marketing mix answers where your product will be sold. Keep in mind, this can be any combination of your store, a distributor’s store, or online. You’ll want to address the following points before moving onto the promotion stage:
Finally, it’s time to promote your product. While this is probably the element most associated with marketing, it’s crucial that this element be completed last, because you need the foundation of product, price, and place before determining promotion tactics.
Think about it — shouldn’t you know what you’re promoting, why you’re promoting it, and where it’s available before actually promoting it? It’s tempting to jump right to this step, but your promotion will be much better off if it’s done after everything else in the marketing mix.
Once you do have that understanding, consider the following promotional channels and choose the one(s) that make the most sense for your product, its buyers, and its price point:
Featured Tool: Marketing Plan Template. If your promotional tactics are multi-faceted enough, consider documenting your plans in this customizable template.
Every company’s marketing mix is different, placing emphasis on certain factors over others.
Some businesses use their marketing mix for a single product, while others adopt a company-wide marketing mix. However, all examples of good marketing mixes never fail to neglect the word mix. All elements of the marketing mix are important, so don’t be quick to overlook any of them, and find ways for different elements of the mix to overlap and share goals.
With so many activities happening to support a single initiative, it’s helpful to organize everything in a single template for easy reference. Here are a few examples of marketing mix templates your marketing department can use, in addition to when they might make sense to reference.
This template is a great starter for organizing a marketing mix. It’s ideal for one product and for the marketing mix’s maker to get an understanding of all the elements involved in the marketing of a product.
For a marketing mix that applies company-wide, this template is a perfect fit. You can outline the initiatives that apply to most or all of the products and/or services in your suite.
For when you need to get right to the point with a more organized, actionable visualization, use this structured, bulleted template for quick reference and clarification.
Finally, a production marketing mix template is best utilized for internal reference. This template answers questions on the go-to-market efforts for products and services that you’re selling.
Whether you’re a student just learning to understand everything that marketing entails or a CMO hoping to clearly convey the work that your team is doing to your fellow employees, the marketing mix framework is an essential tool to help you get the job done.
Don’t forget — if you need to organize your marketing initiatives into a central location, try using HubSpot’s Marketing Mix Templates to document your activities in one place.
Originally published Jul 2, 2020 7:00:00 AM, updated July 02 2020
Gated content is any type of content that viewers can only access after exchanging their information. Essentially, the content is hidden behind a form. Companies use gated content to generate leads and ultimately, sales.
So, how does gated content work?
Usually, users arrive at your website and see a CTA or pop-up that offers them access to a piece of content in exchange for their information.
Your CTA or pop-up could lead to a landing page where the visitor will get more information on the content offer.
It’s important to note that gated content for inbound marketing is free and not hidden behind a paywall. Users just need to submit contact information to access the content.
Now, you might be wondering, “Why would I hide my content from my audience?”
Typically, the goal of gated content is lead generation. Marketers will create targeted content for their audience and use it to attract leads. Gated content isn’t used for brand awareness or visibility campaigns because the nature of hidden content doesn’t allow for high traffic.
Below, let’s discuss the pros and cons of gated versus ungated content.
While gated content is a strategy for lead generation, ungated content is meant to improve SEO and increase brand awareness. Ungated content could be blog posts, infographics, or YouTube videos. On the other hand, gated content could be white papers, ebooks, or webinars.
As you can probably tell, gated and ungated content both serve different purposes. But you might be wondering what the pros and cons are. Let’s dive into it now.
Ultimately, gated content is meant to generate leads that you can nurture into prospects through your marketing efforts while ungated content is meant to increase traffic and improve trust with your audience.
Both types of content are valuable and should be included in your content marketing strategy.
After reading this list, you might be wondering, “How do I know if I should gate my content?”
Well, it all depends on your goals — brand visibility/SEO or lead generation.
Additionally, consider the type of content. Longer form content like an ebook is suited to gated content, while shorter form content such as blog posts are better off as ungated content.
Once you’ve decided to create a piece of gated content, you’re probably curious how to get started. Let’s review some best practices below.
When a prospect goes through the buyer’s journey, they’ll go through three stages: awareness, consideration, and decision.
In fact, here’s a quick graphic explaining each stage:
During each stage, it’s important that your audience has content that’s meant to help them along the way.
For instance, visitors in the awareness stage are probably interested in reading an ebook. On the other hand, a visitor in the decision stage might prefer a product demo or webinar.
That’s why it’s important that your content offers are designed for each stage of the buyer’s journey. If your gated content is aligned with their journey, your audience is more likely to convert.
Once you’ve brainstormed some content ideas for each stage of the buyer’s journey, it’s time to conduct a competitive analysis.
In a competitive analysis, you’ll research what your competitors are doing. This means looking up what type of content offers they’re creating. Look at what content is gated versus ungated.
This will give you a good idea of what content of yours should be gated.
As an inbound marketer, you know that providing value is of the utmost importance.
Your content offers shouldn’t just be a long blog post. Instead, your gated content should provide actionable, valuable content.
Additionally, your gated content should be relevant to your audience.
When your content provides true value, it gives your audience an incentive to fill out that form and give you their contact information.
Usually, when a user clicks on a CTA for a content offer, they’ll be led to a landing page. That means one of the best practices for gated content is to build a strong landing page.
This means you’ll want to create a strong headline, write compelling copy, and generate a form.
Ultimately, a landing page will eliminate distractions and capture your visitor’s undivided attention.
Once your audience has downloaded your gated content and you receive their email address, it’s time to segment your email lists.
This will help you develop email marketing campaigns that are targeted and effective.
Additionally, segmenting your audience means you can send nurturing emails to move those leads to prospects.
When you’ve decided to gate a certain piece of content, that means you can track conversions and measure your analytics.
As with any marketing strategy, measuring your success is extremely important. This data will help you understand your audience better and improve your content strategy.
Now that you know some best practices for creating gated content, let’s look at types of content and examples of what this will look like in action.
A great example of gated content is a white paper. A white paper is an authoritative, in-depth report on a specific topic.
Usually, these are long-form pieces of content that are interesting and valuable to your audience.
White papers make great gated content because of the value they provide. Additionally, it helps your brand become an industry expert on a topic. When you’re a trusted expert, people want to know what you have to say.
This means you’ll get more people to download your offer.
An ebook is another popular type of gated content. Unlike a white paper, an ebook is usually a shorter guide on a specific topic.
Ebooks can also give your brand authority and build trust with your audience. Usually, ebooks are used in the awareness and consideration stage of the buyer’s journey.
One of my favorite forms of gated content is the template. Providing a template is a tactical, actionable piece of content.
The perceived value of a template is much higher than that of an ebook and a white paper, which means your audience is more likely to input their contact information to receive it.
Templates are a great gated content offer for folks in the consideration and decision stage of the buyer’s journey.
With a webinar, you’ll educate your audience to learn more about a topic. You’ll develop trust, build relationships, and hopefully, inspire.
For prospects who are in the decision stage of the buyer’s journey, webinars are an excellent gated content offer.
Again, webinars have a high perceived value, which makes your audience more likely to fill out that form.
With gated content, it’s important to consider what types of content you’re offering and make sure it’s suited to your audience. Ultimately, gated content should be targeted and help you generate leads.
Originally published Jul 1, 2020 6:30:00 PM, updated July 02 2020
We all know that effective marketing puts the customer first.
But, let’s be honest:
By harnessing this underrated human superpower, marketers can cut through the noise and prioritize activities that will deliver real value both to the customer and to the business. Empathy can also help you mobilize an army of brand advocates whose advocacy will expand your marketing reach exponentially.
Which is why the future of marketing is bright. Let’s look at the path leading to that future and the steps marketers can take to get there.
(Editor’s note: This is the first in a two-part series of articles on customer empathy. Up next, in two weeks: “How to Use Empathy in Your B2B Brand Storytelling.”)
The Main Problem With Marketing Today
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