Article | August 10, 2020
You’re ready to start a marketing campaign; a newsletter, social or some paid campaign. Your main goal is to drive traffic back to your website, convert that traffic into leads, and those leads into customers.
So, how do you tell which marketing campaigns were successful? Easy. Use the Google Analytics URL builder to track your campaigns.
Article | August 10, 2020
Since Hubspot coined the term “inbound marketing,” every kind of business has been trying to get the coveted inbound lead. And why not? Inbound leads usually buy things more quickly, complain less about price, and renew more often.
As a freelancer, inbound leads are especially valuable. You don’t have a sales team and scaled up marketing efforts - it’s just you and your time. I know this firsthand, because I’ve had a nearly 100% inbound freelance business since day one. My business has been profitable since I started it and increased in revenue each year, all without needing to send cold pitches. In this blog post, I’m detailing the four factors that helped me build my inbound funnel, each one corresponding to a timeless law of freelancing from my book, The 50 Laws of Freelancing.
Step 1: Have a good enough one-liner
I’m a freelance writer for startups and venture capitalists. If you asked me what else I do, I’d tell you that I edit, do content strategy, occasionally work with big corporations and governments, and more. But my “one-liner” when I introduce myself is simply that I am a freelance writer for startups and venture capitalists.
This is the essence of the “good enough” one-liner.
When you introduce yourself, you want to make sure what you say meets two criteria:
1. It’s easy to understand.
2. It’s easy to repeat.
If you want to build an inbound funnel, criterion number two is the most important. If I started all of my introductions with everything I do, people would get confused and understand less. But more importantly, they would repeat it less - or repeat it incorrectly.
The point of a “good enough” one-liner is so that other people talk about you the way you want to be talked about. When you focus on making it easy to understand and easy to repeat, you give people the language you want them to use. This alone has generated lots of clients for me, who reach out and say they heard I did freelance writing, and wonder if I could help them.
Step 2: Try everything and stick with what you like
Freelancers often work remotely, and unfortunately that comes with many pitfalls, particularly around freelancer mental health. Obviously, selling more is a critical element of mental health - making money can not only address anxiety about money but also pay for resources and help if necessary.
The way that I tackle both the pitfalls of remote freelance work and selling more is to try everything but stick with what you like. You try everything because you never know what might work or what you might like. When you only stick with what you like, you’re more likely to engage on a genuine level and more likely to enjoy yourself. Win-win.
In my case, I’ve tried every social media platform I can find, gone to hundreds of events and conferences, and even did a cultural exchange vacation to France to help a family restore their old chateau. If the platforms or experiences didn’t give me clients directly, they provided stories that rounded me out as a human and freelancer, resulting in more sales.
Step 3: Ask for referrals the right way
Asking someone if they will refer business to you is asking for a favor. Even if you pay them a commission, you’re still asking for them to use mental energy to remember your sales pitch then leverage their social capital to send clients your way.
Instead, make them the hero.
Here’s how it works:
Step 1: Instead of asking for referrals, remind them of your easy to repeat one-liner and tell them that if they know anyone facing the challenges you solve, you’d be happy to help.
Step 2: When that person interacts with someone facing a challenge, they can bring you up as a solution to the problem.
Step 3: Introductions you get from that person will be way higher quality because now you’re presented as the solution to a problem, and the person who referred you is the hero who made the introduction. The third person gets their problem solved, you get an inbound client, and your friend gets more social capital for being a problem-solver.
Step 4: Build partnerships
If you are trying to increase your client base without direct sales, then partnerships are a huge way to go. In making them, though, you have to be clear on the value you provide both to the end user (your potential client) and to the partner. In short, you have to make your partner the hero so they open up their network to you.
Here’s an example of what I did: I was working with a venture capitalist on their content, then we talked about a partnership. We agreed on a few pieces of content that I would offer at a discount to any portfolio company that the VC had. In turn, the VC would market me as the solution to any portfolio company needing content.
It was a triple win:
Startups have limited time and resources, but need good content. The partnership meant discounted rates and a high quality writer.
VCs want to solve problems for their portfolio companies. The partnership meant they got an “exclusive” deal for their startups that no one else could get them.
I didn’t want to chase clients. The partnership meant a discounted rate, but I still profited because I didn’t have to invest any time selling those clients.
Remember: freelancing is a business
Too many people assume freelancing is this in-between zone. You’re not an employee, but you’re not a corporation either. The reality is that freelancing is firmly in business territory. That means you have additional administration to work through, but you also have the ability to leverage business frameworks to make you more successful - particularly around building inbound funnels.
Article | August 10, 2020
B2B Marketers need to take additional measures that go beyond the usual technology rollouts for successful marketing automation implementations. Aligning marketing automation tools with existing systems, and aligning the proposed solution with the enterprise business strategy are some of the steps that help marketers with successful marketing strategies. There are some additional steps marketers need to ensure to see if the implementation of marketing automation is effective.
Article | August 10, 2020
It has been over a year since retailers were forced to temporarily shut their doors or put in place restrictions to limit the in-store experience. Now, as we return to some semblance of normality, it’s essential that trust and brand value are retained for those operating a digital-only presence.
In this article, Nate Burke, CEO at Diginius, discusses how brands have effectively kept customers engaged, consequently building trust and brand value in the process, and what techniques to use while navigating the next steps of the pandemic.
As I write this, physical retail and outdoor hospitality are feeling a little more rejuvenated after welcoming customers back. My inbox and notification centre are full of alerts from brands offering high street discounts and incentives for scanning an app in-store. This is a prime example of how fast and timely brands need to be in order to capture their customers’ attention when trends and circumstances change.
It’s also a great example of how essential communication and marketing techniques are in building trust and creating brand value. While I might not be one to rush back to high street stores so soon, I do feel reassured and excited by these messages. And nothing could be more important at a time like this.
It’s a reminder that these shops are still there and are prepared to welcome customers back in. After all, if they’ve had time to plan and create a whole marketing campaign around the event, I can only hope their efforts towards a safe reopening have been given just as much thought and attention.
Digital tactics like those mentioned above have only ramped up during the course of the pandemic, where remote communication and at-distance offerings have been the only touch points between brands and consumers. And of course, this hasn’t been without challenge.
It’s human nature for us to trust and find greater value in something we can see for ourselves in person. Traditionally, brands have been able to create this through in-store experiences where customers know they can see products and services in action and are able to interact with staff and experts should there be any concerns. While digital channels do offer their own set of benefits, meeting these innate human needs is not one of them.
So, in a bid to retain consumer trust amid the uncertainty of forced closures, measures and constantly changing restrictions, we’ve seen a number of effective strategies from brands. Regular push notifications and email communications just scratch the surface. These tactics are a great way to generate instant response, whether it’s a brand reminder, an update on important changes or simply an alert of a new deal in an attempt to drive website traffic.
By now, it’s a known fact that personalised messages generate better results. And these forms of digital communication can certainly be personalised with little effort on the brand’s part. Whether it's a mass email with a tailored first name field, or an app alert that is sent as a restriction lifts - both feel personal and as though they have been sent by a real individual who knows who you are and understands the context of a situation.
But today’s customers need and expect more. These tactics have been used for years, and the sensitivity of the pandemic has called for a more human approach in terms of marketing and customer service. And that’s exactly what many successful brands have been doing.
While driving traffic to a website is important, it’s the service on offer once a customer lands on a page that makes the difference when it comes to building trust and brand value, and ultimately, converting. It’s all about translating the human in-store experience online.
For example, we’ve seen greater focus and uptake in live chat features on websites, with this now being an expected function for over half of consumers. Through such features, customers expect to be able to talk to a real person on the side of the screen who is able to understand their queries and responsively provide a solution.
Companies such as Currys PC World have taken this one step further, and now offer a ‘Shop Live’ feature that enables customers to video call a real sales representative who can help them with their purchase. In this way, brands are able to bridge the gap between themselves and their consumers, even in a time of social distancing. And as a result, are able to retain trust, while also adding value to their brand through the out of the box and supportive offering.
Other tactics have included offering incentives that encourage repeat purchases. For example, many online retailers offer unlimited next day delivery subscription services, whereby a one off higher yearly fee provides access to a year's worth of free delivery. With the delay between placing an order and it then arriving, as well as delivery fees being some of the biggest deterring factors from online purchases, the incentive has been incredibly effective in increasing loyalty. That feeling of the brand also offering you a better deal is also a great way to build trust, so even though a brand might be increasing the cost it incurs for delivery, the value of a repeating customer and their advocacy hold much more weight.
In this sense, it’s all about how a brand and its offerings are perceived by customers. And another sure fire way of improving brand perceptions is through PPC tactics. Anyone operating in ecommerce knows how competitive the market is. Ensuring your brand is seen above competitors is key in driving awareness and trust, as ultimately, a higher ranking and greater visibility reflect positively on a brand’s trustworthiness.
Clearly, there are a number of ways in which businesses can adapt and improve their offerings in order to encourage trust and add value. Of course, implementing all of these changes will be wasteful for budgets and not necessarily effective for every brand. Therefore, it’s important that you understand your market and customers, which can prove a challenge as things continue to constantly change as they have been.
But a solution may not be too hard to find. Insight software has advanced just as fast as these markets and customer behaviours. Therefore, with the right tools on your side, you can monitor shifts in the market in real time and adjust your offerings in response.
For example, if data shows you receive more website traffic at certain times, it may be an option to increase the number of customer service staff operating the live chat function during those periods in order to minimise waiting times and improve customer experience.
These tools can also help you decide which channels to focus PPC efforts on depending on those your customers visit most often. Using this data, you can then allocate budget accordingly, ensuring wasted spend is minimised while results are maximised. For example, during the pandemic, the figures were showing a greater uptake in use of marketplaces such as Amazon, as well as social commerce channels, including Instagram. If businesses understood this in real time, aided by collaborative commerce software such as VTEX, they may have been able to optimise their performance by increasing their PPC activity and consequently, visibility and status on such platforms.
Ultimately, commerce is facing a period of significant uncertainty that is having an effect on both customers and businesses alike. Regardless of whether stores are open or closed, customer behaviours and needs are constantly changing to keep up. And brands need to understand that how they communicate their messages and offerings is vital in retaining trust and brand value.
It’s evident that a humanistic approach is prevailing, as that is one thing that will never change. But as digital channels take centre stage, it all comes down to how a brand is able to translate its personable approach online. While there are a number of innovative methods brands are using to appear more human on online channels, using the tools and data available is key to ensuring activities help rather than hinder a business.
And in this way, not only will brands be able to retain trust and brand value, but they will be building on it too.