Performance Marketing Blog

Marketing Metrics that Matter

Posted by Natalie Young

Aug 24, 2018 11:40:20 AM

Every business has a Facebook page, Twitter account, etc. How important are those likes and followers? Are email open rates really a good gauge of customer engagement with your brand? Marketing 101 might tell you that these are easy metrics to analyze, that show how well your marketing campaigns are working… but are they really?

The Twitter Follower Flaw

Your company’s Twitter follower number might seem like a great way to gauge your brand recognition, but consider your own personal Twitter account. How many companies do you follow? How many of them do you actually notice, or have interest in their brand? Your answer is most likely very few, compared to how many you follow. The same can be said for your company’s Twitter followers. Just because you have followers doesn’t mean they are all absorbing your content.

So what is a better Twitter marketing metric? Compare your competitor’s followers to yours. People that follow your competition that aren’t following you are your missed opportunities. Take time to research what kinds of content these Twitter users are consuming, and focus your efforts on your new target audience.

Twitter Action Plan: Use a service like FollowerWonk to delve deep into your Twitter analytics, or Cadmus to see your followers’ most shared links.

The Facebook Fallacy

Everyone and their grandma has a Facebook page. Facebook just isn’t the hotbed of the social media marketing scene anymore. More and more Millenials aren’t even using their Facebook pages on a daily or even weekly basis anymore. Like Twitter followers, just because you have a certain amount of “likes,” on Facebook, doesn’t mean it’s going to ever equate to brand recognition or actual sales growth.

Facebook Action Plan: Use Facebook for strengthening your SEO. Even Google has confirmed that the links on Facebook pages- whether personal or on a Fan Page will help increase a website’s SEO.

The Erroneous Email Open Rates

Email open rates are great for checking the strength of your email’s subject and timing, but not a whole lot else. One of the main problems with open rates is that most email clients require images to open to count as an “open,” and many people have images turned off.

The Click-Through Rate is a much better marketing metric that actually shows the efficiency of an email. How many people read the email, and actually clicked on a link to visit your corresponding website page? This is a much better indication of customer engagement and lead-generation.

Email action plan: Make sure there are appropriate and intriguing links to your website in your emails. Let the reader have a bit of a “to do” for further reading, or to download a product spec sheet.

The Page View Paradox

You spend hours planning and creating content that is important to your customer base. Is it having the impact that you are looking for? Page views are a great start in finding out if people are responding to what you’re putting out there, but it really doesn’t tell the whole story. Page views don’t tell you if they've spent time reading the article, whether they've shared it with anyone, or if they want more information and checked out other parts of your website. The better metric to keep an eye out for is your bounce rate. A bounce rate is the percentage of readers who don’t click through to more of your website, or read another article or blog post. A drop in bounce rate shows that your content is speaking to your readers in a way that is prompting them to engage your brand.

Another great way to tell if your blogs are hitting home runs is social shares. The key is to combine sales strategy with content that is engaging enough that your target audience takes the time to share it.

Blog Action Plan: Create content that gives the reader homework. “Download the brochure here” or “Check out our new products page for more info”.  These kinds of calls-to-action can drive more views to your website, and your brand spends more time in front of your customers.

Is this all a bit overwhelming? Maybe it’s time you considered outsourcing your marketing. Read more about that HERE.

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Topics: Marketing for Lighting and energy control, electrical distributors, lighting designers, A/V professionals

Does Your Marketing "Make the Sale" for Your Lighting, Electrical, or A/V Business?

Posted by Natalie Young

Jul 27, 2017 12:46:23 PM

If you’re involved in marketing for lighting representatives, electrical distributors or contractors, lighting designers or professional A/V services, you know you’re responsible for results.

Are your marketing efforts bringing in profit? Sometimes business people confuse the roles of sales and marketing. That can cause problems, because they are two very different things. Sales has the power to change conditions, to transform a situation through the skills of the salesperson. Marketing, however, generally does not possess such transformative power. Marketing needs to work with conditions as they are. One could simplify and say: Sales is persuasion. Marketing is understanding applied. If your marketing efforts are constantly trying to sell (instead of provide helpful information and position you as the best choice for prospects), you can actually end up pushing potential clients away. 

"No one buys what you sell, they buy what is of value to them,” and a marketer’s ignorance of this first part, “No one buys what you sell,” often leads to the mistake of making marketing about the product. Marketers often try to push a product and constantly urging someone to buy doesn’t work.

makingthesales.png

What you really need to do is have your sales and marketing teams working together, performing their respective tasks well and sharing information with each other. That way, marketing can produce messages that attract qualified leads, and the sales team can follow up on them. And sales can provide the marketing team with feedback on the kind of information that potential customers want. It’s something we refer to as “Smarketing,” and you can discover a bit more about it here.

If your sales aren’t where you’d like them to be, it may not be because your marketing efforts aren’t selling hard enough. It may be because you’re trying too hard to sell and not doing a good enough job of providing prospects with the kind of information they need before they decide to buy.

Your company website is a perfect place to provide that kind of information. It’s the first contact many of your future clients will have with you. To learn more about how effective your website can be when it comes to generating leads, check out this free e-book.

You want your cash register to ring, of course – just make sure you’re providing your prospective customers with the information they need so that your sales team can make the sale.

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Topics: Marketing for Lighting and energy control, electrical distributors, lighting designers, A/V professionals

Are You Telling Prospective Clients What They Really Want to Know?

Posted by Natalie Young

May 16, 2016 10:00:00 AM

If you’re tasked with the responsibility of getting your company’s marketing message out to lighting representatives, electrical distributors and A/V professionals, you know it’s challenging to get someone’s attention in the first place – and even more so persuade them to take action. 

hearingpicture.pngSometimes companies try the equivalent of “online shouting”: They use brighter colors, bigger fonts or offer larger discounts. But too often the real problem is that companies are not telling prospects what they really want to know.

In marketing parlance, it’s what known as focusing on features rather than on benefits. It’s an easy mistake to make. You talk about the quality, capabilities and physical characteristics of the products you sell. Maybe you even talk about other characteristics, such as longevity or price. All of that may be important stuff, but your prospective clients want to hear about the benefits to them. How are you going to make their life easier or less stressful? How are you going to make their decisions easier? How are you going to save them money over the long haul?

Product benefits are much more important to prospects than whether your products are made out of the newest materials or use the latest technologies. Those things do matter, but only in terms of how it will make their lives better.

The same is true with the services you provide. Your prospects can probably buy what they need from a variety of sources. Why should they choose you? It’s not that you’ve been in business the longest (although that can be a plus) or that you’re centrally located. It’s whether you have the knowledge, experience and expertise to help them find solutions that work for them.

Of course, that means you have to know who your prospective clients are—and create your marketing messages to speak to their specific needs. One way to do that is to create a buyer persona for each of your major client types. This will help you understand who you’re talking to and what they need from you in the way of information. If you’d like to see what that looks like, you can download a free buyer persona template right here

Don’t bombard prospects with messages they don’t want to hear. Figure out who your potential customers are and what they need to know—and then craft your messages to tell them what they want to hear. If you need help, we’re only a phone call or an email away!

  

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Topics: lighting designers, electrical contractors, marketing messages, effective marketing messages, A/V professionals

Recycling Isn’t Just for Cans Anymore: How to Repurpose Your Marketing Messages

Posted by Natalie Young

May 4, 2016 10:00:00 AM

If you’re responsible for marketing to lighting representatives, electrical distributors, electrical contractors, lighting designers, contractors or A/V specialists, you know that those professionals are always looking for new developments and new ideas to help them do their jobs better. And when they look, they are going to be looking online.

recycle7.pngThat means if you want to reach this audience with products, services and ideas, you need to be online where they’re looking. That’s part of the beauty of regular blogging for your business. It’s a great way to pull potential clients back to your website, where they can learn about what you have to offer.

Naturally, the more valuable, helpful content you have on your blog, the better your chance of attracting your target audience. Unfortunately, coming up with regular content is one of the biggest challenges for businesses that blog.

One way to solve that problem is to repurpose your marketing messages. I’m not talking about reposting something word-for-word. Instead, take commonly asked questions and frequently voiced issues and find fresh new ways to talk about them. Repeating a message can be very important. According to the Online Marketing Institute, it takes between seven and 13 touches to produce a qualified lead (much more so a sale). So even if your potential customer has heard some of what you’ve said before, telling him again (in a fresh way) can only help.

Here are a couple of ways you might do that:

  • Updates: Talk about a familiar topic in your blog, but mention industry developments or changes in regulations that might impact your customers.
  • Break it Down: Instead of covering a broad topic again, break that topic into smaller (more detailed) components.
  • Change the Perspective: Tackle a topic you’ve already covered and present an opposing opinion.
  • Say It Differently: Sometimes you simply need to describe something in a new way. The topic may be great, but it needs to be re-written—maybe from the customer’s point of view.

Those are just a few ways you can repurpose content you’ve already used. The key is keeping the information current and fresh. We all know recycling is a good thing, but who knew it could be applied to marketing messages? 

 

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Topics: marketing, electrical marketing, blogging, electrical distributors, electrical contractors, marketing messages, A/V professionals, new marketing content

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