by Fronetics | Oct 17, 2018 | Blog, Content Marketing, Logistics, Marketing, Strategy, Supply Chain
Wondering whether you should be prioritizing building traffic or optimizing for conversions? Here’s the case for each.
I currently have a client trying to decide what to prioritize: building traffic to his website or optimizing current content for lead conversions. It’s a chicken-and-egg-style debate. If you don’t increase traffic, who will be on your site to convert? But, if you don’t optimize for conversion, what good is traffic to your website?
As with any chicken-or-egg question, there is neither a simple nor a definitive answer. What you should prioritize at any given time is highly individual, and dependent on factors unique to your business. Consider the case for prioritizing each, while evaluating and bearing in mind where your business is in building its online presence.
The egg: the case for prioritizing traffic
Maybe you’re confident the egg came first—after all, in some ways, it’s the obvious answer. Without traffic to your website, there’s not much point in optimizing for conversion, since there won’t be any leads to convert in the first place. According to AudienceBloom founder and CEO Jayson DeMers, there are three main points to the case for prioritizing traffic:
1) Brand recognition
Conversions aren’t the only thing of value that comes from a traffic-heavy website. “Every visitor who makes it to your site will have the chance to see your brand, read your content, and become more familiar with your company,” says DeMers, writing for Forbes. Building traffic to your website lets you reap these benefits, which will naturally drive up your conversions over time.
2) Long-term strategies
Because effective traffic-building strategies pay off exponentially the longer they’re in place, it makes sense to put them first. Giving your SEO and content marketing efforts time to build momentum ensures that you’ll reap the maximum benefits.
3) Optimizing for value
The best way to determine if your conversion strategy is working and how to improve it is to collect and analyze data. A high traffic volume gives you a testing ground. “Without a steady stream of visitors to test,” says DeMers, “you’ll be flying blind.”
The chicken: the case for prioritizing conversions
Maybe you’re one of those people who wonders where the egg comes from in the first place. While it’s true that without traffic, conversions are unlikely, it’s equally true that a website that isn’t optimized for conversions is not to your best advantage. DeMers again sums up the three main arguments for prioritizing conversion optimization:
1) Low investment, high yield
One of the best things about conversion optimization is that, while it does require ongoing efforts, your initial process is relatively cheap and easy. Check out our guide for creating effective landing pages, for example, and you’ll discover that optimizing for conversions doesn’t have to break the bank.
2) Traffic optimization
This is where quality is more valuable than quantity. “Focusing on conversions first instantly makes every visitor to your website more valuable,” says DeMers. Even if your traffic volume isn’t massive, if your conversion rate is higher, you’re ahead at the end of the day.
3) Reinvestment potential
If your business has limited funds to invest in website optimization, prioritize conversions. “Assuming your conversion strategy is successful early on,” writes DeMers, “the extra revenue you’ll generate from all your new traffic will give you more money you can use to invest further — in the realms of both traffic and conversion.”
The scramble: why you should balance your efforts
[bctt tweet=”Whether you chose to place a heavier emphasis on traffic or conversions, you ultimately want balance in your efforts. “If you fully invest in either side without investing at least slightly in the other, you aren’t going to see meaningful results,” points out DeMers.” username=”Fronetics”]
Whether you chose to place a heavier emphasis on traffic or conversions, you ultimately want balance in your efforts. “If you fully invest in either side without investing at least slightly in the other, you aren’t going to see meaningful results,” points out DeMers.
So far, science hasn’t been able to settle the chicken-or-egg question. In the same way, we can’t tell you whether it makes sense for you to put a higher priority on traffic or conversion optimization. But thinking through the case for each should help you decide what makes sense for your business. Just remember not to put all your eggs in one basket.
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by Fronetics | Oct 16, 2018 | Blog, Content Marketing, Logistics, Marketing, Social Media, Strategy, Supply Chain
Optimally, content and sales have a symbiotic relationship. But the key is understanding what kind of content your sales team needs to help them close deals.
A theme I’ll be examining in this space over the next few months is how content marketing can help businesses make sales. Content marketing and sales are not mutually exclusive functions. Content can help sales teams get meetings, build relationships, and close deals. So what kinds of content can the marketing staff develop to support sales?
First impressions
Sales reps know that first impressions are a one-time opportunity, and all-important for ushering prospects into the sales funnel. For the initial contact with a prospect, content can be a major asset, particularly personalized content. For example, take the time to familiarize yourself with the latest blog posts from target companies’ websites, and follow up with additional ideas they can leverage.
Additionally, to create a positive first impression, host a live workshop that caters to the needs of your prospects. Hubspot’s Bethany Cartwright suggests an event “that walks through industry best practices and helps troubleshoot common issues.” She also recommends that content marketing teams “build custom landing pages that populate the prospect’s name, company logo, and value props catered to their business needs.”
Turning around an initial rejection
One of the biggest, often insurmountable challenges for a sales team is receiving an initial “no” from a prospect. But with the help of content marketing, sales teams can often get past an initial rejection and turn it around. “Leveraging content doesn’t mean just leveraging your own content,” says Cartwright. “In ‘no’ situations, you can turn the tables and talk to prospects about their content instead.”
[bctt tweet=”The basic idea behind content marketing is that your business’ greatest asset is your knowledge and expertise, not your products and services. ” username=”Fronetics”]
We’ve said it before, and we’ll keep saying it: the basic idea behind content marketing is that your business’ greatest asset is your knowledge and expertise, not your products and services. When it comes to the intersection of content and sales, this idea holds true more than ever. Your best shot at turning around an initial “no” from a prospect is to offer them something of value aside from products. Content helps you build relationships with your prospects, which is your best shot at turning them into customers.
Middle and bottom of the funnel content
Once your sales team has successfully ushered prospects into the sales funnel, the role of content doesn’t go away. At these later stages of the buyer’s journey, content like case studies, implementation guides, and data sheets are of great value. On average, B2B businesses lose around 20% of their customers each year by neglecting customer relationships. These types of content can help cultivate a budding relationship with your prospects, keeping them loyal and engaged.
At these later stages, keep content as visual as possible. This is an ideal time to create and share infographics with your prospects, for example. Video also performs exceptionally well in the late-stage sales cycle. Include short video clips in follow-up emails, particularly video case studies or animated product demonstrations. And don’t forget to keep it personalized. Vidyard is an excellent tool for personalizing video messages to your prospects.
Content, when used effectively, is your sales team’s best friend. Keeping your marketing and sales teams aligned and working closely together is your best bet for generating and nurturing leads, and turning them into customers with a lasting and fruitful relationship.
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by Fronetics | Oct 15, 2018 | Blog, Content Marketing, Logistics, Marketing, Strategy, Supply Chain
Content creation requires time, money, and creativity. Here are 6 creative ways to repurposing existing content that will ensure you get the maximum value out of your work.
You could say I’m “scrappy.” My mom always says that I can stretch a dollar farther than anyone she knows. That also applies to my professional life, particularly when it comes to content creation.
[bctt tweet=”Different people consume content in different ways, so really you’re just trying to meet everyone in your audience where they are. ” username=”Fronetics”]
We spend a lot of resources to create content, so I want to use it in as many ways as possible. It’s not cheating. Different people consume content in different ways, so really you’re just trying to meet everyone in your audience where they are. Here are my favorite 6 ways to repurpose content:
1) Turn a webinar into a video tutorial
Webinars are a great way to enhance your reputation as a thought leader since they offer attendees valuable, exclusive knowledge. The downside of webinars is that by nature, they only happen once at a scheduled time. But the content you create doesn’t have to go to waste. By turning your webinar content into a YouTube video you help ensure that your content gets to as many site visitors as possible — and it makes ideal fodder for sharing on your social media channels.
2) Turn blog posts into guides
If you’re posting regular blog content that’s tailored to the needs of your audience, chances are you’ve blogged a lot about a specific topic. Consider consolidating posts within a particular topic into a how-to guide. You may have to update older posts, particularly when it comes to data and specifics, but you don’t have to reinvent the wheel. How-to guides lend themselves particularly well to email marketing.
3) Reframe a key issue
Particularly for think pieces or opinion posts, reframing a topic from a different perspective is an effective way to reuse existing material. For example, a post on how millennials are reshaping the supply chain can be reframed as a set of suggestions for how to attract millennial talent to your company.
4) Turn internal data into a case study
There’s no reason that the data you collect for internal research can’t go to work for you in your content marketing efforts. Use your data to create a case study demonstrating how your products or services made a difference for a client.
5) Turn an interview into an eBook
Have you interviewed an industry expert or one of your executives for a blog post? Interviews are one of the easiest types of content to edit, especially if you conduct them via email. Repackaging an expert interview into an eBook is a snap. Supplement quotes with data and you’ve got a valuable tool for site visitors to download.
6) Use statistics to create an infographic
Infographics are one of the most effective was to disseminate content — and prime candidates for re-sharing on social media. In addition to case studies, infographics are a great way to make use of internal data. Present your research in this compelling format and share it on your social media outlets.
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by Fronetics | Oct 11, 2018 | Blog, Content Marketing, Current Events, Logistics, Marketing, Social Media, Supply Chain
Consider these chatbot platforms for supply chain operations that can help you create artificial intelligence bots to interact with your prospects.
Chatbots are on the lips of every marketer these days hoping to automate some of their processes. These artificial intelligence computer programs are designed to conduct conversations, simulating how a human would interact. If you haven’t already, check out this introduction to chatbots for the supply chain.
[bctt tweet=”Chatbots are on the lips of every marketer these days hoping to automate some of their processes. These artificial intelligence computer programs are designed to conduct conversations, simulating how a human would interact.” username=”Fronetics”]
There are countless options for platforms that let you create and customize chatbots. Here are the 5 most important chatbot platforms for supply chain operations to know and consider integrating into their websites.
5 chatbot platforms for supply chain operations
1. Chatfuel
Chatfuel is a great option for marketers who lack programming experience, as it does most of the hard work for you. Reportedly used by companies including MTV, TechCrunch, BuzzFeed, British Airways, and Adidas to create their chatbots, Chatfuel provides easy-to-use resources with a simple user interface that lets you create a chatbot in less than 15 minutes.
2. ChatScript
ChatScript is a four-time winner of the Loebner Prize for the most human-like artificial intelligence. While it doesn’t require advanced programming knowledge, it provides an open-source framework for developers to build and deploy chatbots.
3. Facebook Bots for Messenger
Facebook’s Bots for Messenger is a tool that allows businesses to build chatbots for Facebook’s Messenger platform (which is currently used by nearly a billion people). Its three main capabilities are its send/receive API, generic message templates, and the ability to customize the welcome screen users first see when interacting with your bot.
4. Botsify
A popular chatbot platform, Botsify lets anyone create bots easily without needing to write any code. It provides templates with a range of drag-and-drop functionalities. Additionally, it boasts human takeover ability to ensure a smooth transition from a bot to a human at the appropriate point in the sales funnel.
5. Flow XO
This platform offers the templates and tools necessary to create a talking bot, and lets you run and test functionalities with a built-in test console. Flow XO also offers a provision for you to connect with your customers over voice and chat when required in the conversation.
While email marketing continues to be a key tactic, marketing via messaging apps is becoming more and more expected. These chatbot platforms for supply chain operations offer ease, convenience, and a positive customer experience. They’re worth considering!
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by Fronetics | Oct 10, 2018 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
Follow these 3 steps to use social media to promote events, conferences, and other business occasions.
Social media is a powerhouse tool for growing brand awareness, audience engagement, and lead generation. It’s also one of the most effective ways out there to promote special events.
[bctt tweet=”Social media is a powerhouse tool for growing brand awareness, audience engagement, and lead generation. It’s also one of the most effective ways out there to promote special events.” username=”Fronetics”]
But simply creating a Facebook event and sharing it once or twice won’t get you the most bang for your buck. You need to be strategic about your use of social media to promote events and conferences.
Follow these 3 steps to make the most of social media as a promotional tool.
3 steps to use social media to promote events for your business
1. Choose your platform wisely
Not all social media channels are created equal, and neither are all events. Finding the platform that suits the unique needs of your event or conference is a big part of a successful promotional campaign. For instance, Facebook is a great option for large-scale public events, since it lets you hone in on your target audience in specific ways.
On the other hand, for corporate events like seminars, conferences, and continuing education programming, LinkedIn is your best bet. LinkedIn lets you set up your event and allows attendees to network with each other before the event even happens.
When it comes to more informal events, Instagram is a great way to identify and engage with potential attendees. The platform’s highly visual nature is ideal for sharing imagery related to your event, and it’s an ideal place to use hashtags.
2. Pick a hashtag
If your social media circle includes people under the age of 35, you’ve probably noticed that pretty much every wedding, graduation party, and even family vacation has its own hashtag these days. Corporate events are no different. Hashtags are a fun and memorable way to foster a sense of community, and they have the important benefit of being an easy way to group all information, questions, and comments about your event.
The most effective hashtags tend to be short, memorable, and easy to read. It’s also worthwhile to do a quick search to make sure your hashtag hasn’t been used before. In all posts related to your event, use your hashtag prominently, and encourage your audience to do the same if they share or post independently.
3. Don’t forget about content
One of the most effective ways to promote events on social media is — you guessed it — content. Blog posts, related case studies, testimonials from former events, promotional interviews with potential attendees or keynote speakers, videos, case studies, and white papers/industry reports are all content types to consider.
You don’t have to reinvent the wheel every time you promote a new event. Chances are, existing content can be repurposed and reposted on social media channels. You’re serving the dual purpose of promoting your event and driving more traffic to view and interact with your content.
When it comes to promoting events, social media is your friend. Approaching it strategically can help you raise awareness, attendance, and interaction and reach for your brand.
How do you use social media to promote events?
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by Fronetics | Oct 9, 2018 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
Instagram for business is a rising trend. Here’s how to use the platform to connect with your audience in a personal way.
Recent research on social media use shows that 66% of brands now use Instagram. It’s the second-most used platform by businesses, up from fourth in 2017.
[bctt tweet=”Recent research on social media use shows that 66% of brands now use Instagram. It’s the second-most used platform by businesses, up from fourth in 2017.” username=”Fronetics”]
If you’re considering using Instagram for your business, which you should be, here are some tips for getting started.
How to use Instagram for business: 10 tips
1) Be authentic
Brands often fall into the trap of using stock photography and images or overly staged promotional pictures. The ethos of Instagram is all about authenticity and personality. Let your audience get an up close and personal glimpse into your company’s culture.
2) Go live
Live video is the “it” trend in social media marketing, with 61% of marketers reporting that they plan on adding it to their overall strategy. Audiences love real-time content, and it lets them feel a genuine, human connection — the creation of which sometimes poses a challenge for B2B marketers.
3) Keep up the pace
Instagram is one of the easiest social media platforms to post on. That means you can quickly snap photos wherever you are — say, at a conference or event, or even on your way into the office — and publish it instantly. This is great for reaching the coveted millennial audience, which seems to have an unquenchable thirst for consuming content, particularly images and graphics.
4) Get in the “in crowd”
As with every social media channel, what you post is important. But it’s just as important that you participate in the wider conversation going on within your industry. This means replying to your community when they leave responses and interacting with peer businesses and influencers’ posts.
5) Use the link in your bio
A frequent challenge for new Instagram users is that the platform doesn’t allow you to link from the captions of posts. You get once chance to link, and it’s in your bio. You can vary the link as you promote specific content or product offers, and you can even use tools like Linktree to create a custom link that includes a page with additional links.
6) Be a storyteller
Instagram is all about visual storytelling. Your posts should do more than promote your brand — they should be drawing in your audience with narrative told through a visual format. Instagram Stories are an ideal way to engage your audience!
7) Try a takeover
Taking over the Instagram account of a partner company or customer is a great way to draw attention from an existing and relevant audience, providing mutual benefits to both parties.
8) Get personal
Go in deep and personal with your customers by answering their questions via 10-second videos. You let your viewers feel like they’re being heard. Plus, short videos are ideal for reposting.
9) Deliver special offers
Instagram is a great way to give special offers to your followers who tune in to your Stories. The time-sensitive feature (Stories expire after 24 hours) urges prospects to engage with your Story and act quickly before the offer expires.
10) Out of ideas? Just ask!
Survey your followers by posting a graphic of some options for future content or offers but leave it open-ended as well. Be sure to respond to suggestions in direct messages or comments. You may get some great ideas you never would have considered!
How do you use Instagram for business?
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