The Secret Sauce to Making Your Number in 2017 in a Hassle-free, Predictable Way

| August 24, 2017

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This workbook is for executive leadership teams inside of companies with aggressive revenue growth goals, who have a lot on the line, and can’t afford to waste time. If this describes you, sign up on the right and download now. Why? This workbook will significantly increase the probability of you making your number in 2017.How? It teaches you the emerging best practices from the world’s top growth leaders. These are leaders in the top 22%, those who consistently grow their revenues faster than their competitors, and faster than their industries.

Spotlight

Bandy Carroll Hellige

BCH is a marketing communications agency driven by curiosity. Services include brand strategy, creative, media planning/buying, public relations, online and digital marketing, and consumer research conducted in an in-house facility. BCH has employees at its offices in Louisville, Ky. and Indianapolis, Ind. The company was founded in 1989 by partners Susan Bandy, Mark Carroll and Tim Hellige.

OTHER ARTICLES

Google URL Builder: How to Track Campaigns in Analytics

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.

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5 Ways How AI Is Changing B2B Marketing

Article | March 30, 2020

You may not agree with the fact that B2B marketing and Artificial Intelligence (AI) are a match made in heaven. The truth is, Artificial Intelligence as it is today is changing a lot of things in our lives, and B2B marketing is no exception. Artificial intelligence is all about equipping machines or computers with certain algorithms and cognitive ability that enables them to perform tasks that are usually executed with human intelligence. Today, we see manifestations of AI technology already impacting our day to day lives. So many home appliances and children’s toys we see today are already leveraging AI technology. Thus, it doesn’t come as a surprise that AI is poised to change B2B marketing forever. AI is already being used by B2B marketers to find solutions to the marketing challenges they face daily. Over 80% of B2B marketing executives already agree to the fact that AI will completely transform B2B marketing 5 years from now. Moreover, a recent survey undertaken by a group of marketers recognized AI as the most likely technology to be utilized by marketing professionals in 2020.

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Storytelling: the must-have marketing tactic for 2021

Article | January 27, 2021

As we enter 2021 with a fresh and positive mindset, we are also entering the New Year with a brand-new set of tactics to help reach new consumers by placing brands, products and services at the forefront of desired audiences. When it comes to brand marketing, storytelling is pivotal when trying to create relationships with consumers. By utilising emotion and taking a humanistic approach in this, brands are able to provide consumers with reasons as to why they should buy into their products, without a pushy, non-emotive hard-sell. And with that in mind, Matthew Hayes, Managing Director at brand agency Champions (UK) plc, explains why storytelling is a must-have tactic for the year ahead. The art of storytelling Now more than ever before, resonating with the audience on a personal level is key, and what better way to do that than through storytelling. Marketing doesn’t always have to be about a direct sales pitch, but rather a connection and relationship that has been built up over time. And with that, comes brand loyalty and customer retention. When done effectively, storytelling is truly an art within itself. Sales should equate to product education rather than direct instruction. And it is this, that makes people subconsciously realise their need or want for a product or service. Storytelling takes the customer on an educational journey, allowing them to understand the brand, what it stands for, what the benefits are to them and why its products are good value for money. This then leads customers to build strong feelings of want and desire, rather than just need. This is all part of creating a brand. Customers begin to feel something about it, which is want warrants a business or product the status of a brand. And it’s this emotional connection that differentiates you from being just a commodity seller based on price, and positions you as a recognisable ‘brand’ that people engage with on a deeper level. And research demonstrates that messages delivered as stories can be up to 22 times more memorable and effective than facts, which is why brand storytelling is a must-have tactic for 2021. How to tell a story Creating a compelling narrative requires a carefully devised long-term strategy. But, while this is an important element, what is perhaps the defining factor in commercial success is its ability to resonate with us, as humans. Storytelling should be powerful and filled with emotion, in whatever capacity that may be. From laughter and happiness to sadness and grief, emotion can come in a plethora of varieties. Emotion is what captures the consumer and when a story is both personable and relatable, it builds brand love and deepens the connection between the brand and the consumer. Not only that, but emotion also impacts the purchasing decisions of consumers and without it, businesses are much less likely to make that all-important sale. And if brands combine emotion with consumer needs, then they have the recipe for success. With the rapid onset of digitisation across all industry sectors fuelled by the COVID-19 crisis, the way in which a brand tells their story is having to change in order to keep up with the times and meet the newfound needs of consumers and channels. With the plethora of channels and shortening attention span of the consumers, video content is the best way to evoke emotion. Put simply, videos are more engaging and because of that, will continue to play an increasingly important role in the marketing mix throughout 2021. They are easy to understand, digest and share and typically create a deeper connection between the brand and consumer, meaning that people will resonate with it much more. Storytelling done right No one is better at brand storytelling and investing in emotions than the world-famous Disney. From its theme parks and hotels to its films, merchandise and staff, the entire brand has been built from the ability to tell a story, and consistency of delivery. For consumers to truly connect with a brand, they must implement consistency across their strategy, messaging and storytelling. And while there may be creativity in the way these messages are conveyed, the underlying messages and ethos must remain to be consistent. The Disney experience plays a pivotal role in the brand’s story. It’s narrative and essence completely come to life when consumers interact with its offerings, taking on a role within the storyline. In doing so, deeper emotional bonds are created, bringing the brand to the forefront of both people’s minds and memories. Similarly, gym-wear brand Sweaty Betty have also become well recognised thanks to its ability to tell a story. What began as a normal brand selling high-quality gym-wear that sat outside of the norm, became known worldwide for changing its narrative by becoming so much more than just a provider of gym-wear. Sweaty Betty is not only a brand for women, created by women, but a brand that listens to its consumers. It’s messaging such as ‘respect your sweat’ and ‘empowering women through fitness and beyond’ is reflective of inclusivity, body positivity and raises awareness of diversity, using its brand, products and people to continue to tell that very story. A must-have tactic for 2021 In order to keep up and remain at the forefront of consumers’ minds, brands need to focus their strategies on telling a story. Storytelling is as old as mankind, dating back to cave paintings and the bible. And modern-day storytelling allows brands to use the full extent of multi-channel media, applying to all of the five senses. It allows the brand to educate, taking the consumer on an educational journey rather than advertising, which can only convey one message at a time. It can build in sub plots, ethos, ethics and values, bringing the full personality of the brand as well as the people behind these brands to life, while also highlighting how these ‘personality traits’ mirror those of the consumer. It is through this 'bonding' that the consumer can feel for the brand, rather than simply seeing or knowing about it. Feeling is a pivotal part of branding, and without it, the brand and its products, are just a commodity, based on nothing more than consumer needs and cost. Brands are consumed based on a want or desire, with price being far less prevalent. Therefore, brands offer businesses far greater profit margins and a more loyal consumer base - the holy grail. And when executed effectively, the story helps build brand love through evoking a deeper, more authentic connection with its consumers. As a result, brand storytelling is priceless, and quite simply a must-have tactic for 2021 and beyond.

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Paid Marketing in 2021: A Complete Analysis

Article | July 13, 2021

Paid marketing in 2021 has become the most impactful method of marketing that provides high ROI within a specific period. Delve into our latest article to know more about paid marketing and its benefits. One of the best, quickest, and prevalent forms of marketing is paid marketing. A paid marketing tactic isan advantageous wayto strengthen your brand identity and buildstrong connections with your customers. As a result, companies are constantly investing inpaid marketing and experiencing ideal outcomes. 87% of retail shoppers begin their searches on digital channels. According to the Hanapin marketing survey, 79% of marketers say PPC is hugely beneficial for their business. The data clearly shows how impactful paid marketing is. Introduction Paid marketing is a form of marketing wherethe company pays to promote its product or services. Brands pay for content promotion to reach potential customers based on their interests and convert them into long-term customers. In addition, paid marketing helps encourage customer engagement, boost brand recognition and makethe brand capable of measuring and optimizing the campaign. Organic Marketing vs. Paid Marketing Both marketing strategies are practical, and result-driven to gain brand recognition, leads, and website traffic. But, the differences between both of them specify their way of working and help marketers know when to utilize one over the other. Organic Marketing Organic marketing is entirely based on your creativity and time. In organic marketing, once you understand buyer persona, you need to develop relevant content, including images, gifs, videos, etc., organic marketing is frequently referred to inbound marketing. It establishes companies as thought leaders in the space by educating audiences and building long-term connections with customers. In organic marketing, brands can share information at no cost; also, it looks more authentic to customers as it is not a sales pitch. Paid Marketing Paid marketing means you are paying for intended outcomes. It assists brands in reaching audiences more directly than organic marketing. Paid marketing can be executed in billboards, posters, or other print advertisements. Today, businesses are investing in paid marketing to enhance digital marketing efforts. This method involves distributing ads and sponsored posts on social media and search platforms. The focal point of the paid marketing is achieving positive ROI at a faster rate than organic marketing, converting visitors to customers, and reaching sales goals in the designated time frame. Why is Paid Marketing Important for Businesses? Paid marketing is one of the best options to run an efficient and customize campaign. It attracts the attention of the viewers to experience your products or services. Investing inpaid marketing will certainly utilize your content to escalate your brand by attaining specific leads. It allows you to receive high-quality traffic to your website by ranking on the first page of Google results without focusing on search engine optimizations.Ads are pretty affordable and measurable in paid marketing which helps you to reach a large audience. You can keep an eye on the moneyyou have spent on different ad platforms and set a budget for a specific campaign to avoid overspend. There are plenty of platforms to run a campaign. You can effortlessly find out which platform your target audience is using and modify your messages andcampaign accordingly. US social media ad spends reached $43 billion in 2020. This was a 20% increase from 2019. 63% of people say they’ll willingly click on Google ads. Google estimates that PPC helps to increase brand awareness by 80%. Google will remain the most prominent digital ad seller globally in 2019, accounting for 31.1% of worldwide ad spending, or $103.73 billion. Brand awareness can be increased by up to 80% through Google paid ads. Paid advertising returns $2 for every $1 spent – a 200% ROI rate. 53% of paid clicks are made on mobile devices. Google drives 95% of all US paid search ad clicks on mobile. Mobile will account for 72% of US digital ad spend by 2019. In 2020, US Facebook ad spentexceeded $31 billion.This represents a 5% increase from 2019. The average cost-per-click (CPC) in the marketing industry is $3.33, and the most expensive marketing industry keyword CPC is $165. Types of Paid Marketing There is a wide variety of paid marketing you could use to heighten your business regardinglead generation, growing sales, building a solid connection with customers, etc. Here are some common paid marketing types. Paid Search Marketing Paid search marketing is a cost-effective and accessible method of web marketing aimed to connect your ads with searchers actively pursuing what you deliver. With the right platforms and in-depth research, you can convert your potential customer into a long-term customer. Paid Social Media Marketing The most popular platform is social media. Almost every social media platform offers paid options where you can pay to publish your ads for your target audience based on their interests, behavior, demographics, etc. Influencer Marketing Influencer marketing is a kind of marketing where businesses focus on influential people to convey their brand message to reach maximum audience and boostsales. Choosing the right influencer for your brand can help you in receiving positive ROI. For example,80% of consumers have purchased something via an influencer recommendation. Native Marketing Native marketing is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Owing to its soft approach, native marketing is more influential in capturingthe audience’s attention. Viewers are always ready to share, like, and comment only when they find the content informative, engaging, and appropriate. How to Launch a Paid Marketing Campaign? There are some procedures to make any advertising successful. Those procedures are essential to attract the customer and experience profitability. First, you need to strategize the campaign and measure it. Let’s take a look at the vital steps of launching a paid advertising campaign. Set SMART Goal A smart goal should be specific, measurable, achievable, realistic, and on time. Before launching a paid campaign, setting a goal is the most essential step. First, it’s important to understand the purpose of the campaign. Is it about increasing followers? Getting more likes, comments? Or is it for brand awareness? Once you have identified your goal, it’s vital to allocate the budget for your campaign. Define Your Audience You need to have detailed information about your target audience. Keeping thorough research about buyer personas is the second most crucial step to make your campaign successful. It includes hobbies, requirements, gender, age, etc. Identify Platforms for Promotions Once you have your objective and detailed information about your target audience, you need to discover appropriate platformsfor your campaign. You must know which platform can give you desired outcomes. However, it differs from business to business. Final Thoughts Plethoras of examples are there around us about paid marketing. Paid social media marketing, paid search marketing, influencer marketing, native marketing, banner ads, and so on. It has become the most prominent form of advertisement that businesses are executing. More than 63% of marketers are ready to increase their paid marketing budget for the following year, owing to its quickest and optimistic results. Frequently Asked Questions What's the best-paid marketing channel for B2B? Paid search marketing is the best-paid marketing channel for b2b. It helps in growing sales and reaching the maximum audience. Does paid marketing work? Yes, it works incredibly to build brand awareness, encourage customer engagement, and to reach a target specific audience within a time frame. What are the top paid marketing channels? Paid social media marketing, paid search marketing, influencer marketing are the top marketing channels that various businesses utilize. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What's the best-paid marketing channel for B2B?", "acceptedAnswer": { "@type": "Answer", "text": "Paid search marketing is the best-paid marketing channel for b2b. It helps in growing sales and reaching the maximum audience." } },{ "@type": "Question", "name": "Does paid marketing work?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, it works incredibly to build brand awareness, encourage customer engagement, and to reach a target specific audience within a time frame." } },{ "@type": "Question", "name": "What are the top paid marketing channels?", "acceptedAnswer": { "@type": "Answer", "text": "Paid social media marketing, paid search marketing, influencer marketing are the top marketing channels that various businesses utilize." } }] }

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Spotlight

Bandy Carroll Hellige

BCH is a marketing communications agency driven by curiosity. Services include brand strategy, creative, media planning/buying, public relations, online and digital marketing, and consumer research conducted in an in-house facility. BCH has employees at its offices in Louisville, Ky. and Indianapolis, Ind. The company was founded in 1989 by partners Susan Bandy, Mark Carroll and Tim Hellige.

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