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Marketing Eye Marketing Articles
6 Tools to Build and Drive Authentic Customer Engagement in 2021
Jun 30, 2021 Written by Marketing Eye
Brands currently face the post-pandemic challenge of competing for consumer engagement in a densely populated digital space. Here are 6 tools to get up to speed.
Many brands struggle to harness the lightning strike that is highly engaging content and those who, often fail to see it hit twice in the right place. Even when engagement appears to be high for some brands on their social media handles and other interactive networking platforms, it can be faked using bots. As a result, the importance of developing authentic engagement in the marketplace and on the street has never been higher. The difficult task many modern brands face is to consistently replicate this while building a strong emotional connection over time between their brand and their customers.
5 Marketing Megatrends to Help Prepare your Business from Today to 2025
May 18, 2021 Written by Cian Cornish
2021 has already involved a massive year of rebuilding and attempting to reset our economies while keeping safe from the impacts of the COVID-19 pandemic. After such a shocking year, it’s hard to consider exactly how things will change in response to the pandemic and important global factors in the coming years. Luckily, we’ve compiled our list of 5 of the largest marketing megatrends for 2025, to get you up to speed.
We’ve all done it. You know – got so busy that we forgot that the saying “hello” to our team just doesn’t cut the mustard.
One of the biggest topics that clients are talking to our marketing agency about today is how they can use marketing to better communicate to their people and help manage them in a way that everyone remains on the same page and grows from the experience.
Creating content is more than just writing and posting blogs to your company website. Once it goes to the website, it may or may not get read by your audience. Even if you are writing interesting, compelling blogs that are informing your audience on your team’s industry insights, your audience may not be reading them. It’s important to create content that’s not only informative but shareable. Below, we have four ways to create shareable content to attract your audience.
Businesses around the world are struggling to find ways to be relevant in a business climate that is constantly changing. It can be a difficult process to find new ways to stick out from your competition on a good day, so it's important to find ways to reach your audience even when it's challenging. Below, we discuss four ways your business can stay relevant in even the most challenging business climates.
The Benefits Aligning Marketing and Sales Through Digital Tools
Feb 18, 2021 Written by Marketing Eye
Aligning the efforts of your marketing and sales departments can be a long, difficult journey to get everyone on the same page. While each department is working towards the same goal (generating revenue, growing the business), they are often using very different strategies and tactics to achieve the results. When you can combine the efforts of marketing and sales, you create an environment where two departments are using the strengths of the other to finalize sales and generate revenue for your business. But how can businesses align marketing and sales effectively and efficiently? Digital transformation.
What does the future of marketing look like? The marketing industry is constantly changing in the face of several different challenges, and marketers should be prepared to change with it. Staying ahead of trends is never an easy job, but it makes a huge difference in preparing for the future. As we move further into 2021, take the time to establish what your marketing priorities should be and what steps you can take to meet each priority in the years to come.
There’s a point in the sales funnel where the prospect is handed off to the next team member. Specifically, this is the point of the funnel where the marketing hands off prospects to sales and sales pass prospects to an account executive. The middle of the funnel is like a valve. At this point, you can expand lead quality definitions to pass a higher volume of leads to your sales team, or even tighten the definitions to give them a more specific segment of qualified leads. In the middle of the funnel, marketing facilitates the hand-off to sales. For this hand-off, content is created to engage and educate leads to identify who is interested in making a purchase. This part of the funnel has the biggest potential for marketing and sales to not completely align, so it requires the most attention. Below, we have some tips for how to prevent leads from going cold in the middle of the funnel.
Is there a lack of focus in your marketing efforts? Are you having trouble committing to a certain approach? Do you have a marketing strategy in place? It can be really difficult to execute any plans without a marketing strategy. Marketing is like a game of chess, where you’re constantly thinking of the next step. A marketing strategy will map out what goals you want to accomplish and how you want to accomplish these goals.
These days, it’s harder than ever for businesses to attract the attention of their audience. No matter how good the products or services are, there will always be hefty competition gunning for your customers. While it might be easy to start some sort of bidding war between you and your competition, it’s more effective to begin building a relationship with your audience to establish a sense of trust and thought leadership. You can do this with an effective content marketing strategy. A content strategy utilizes the content that your organization develops to achieve any particular business goals that you have in place, whether it’s driving brand awareness and engagement or pushing a new product. Below, we discuss how to develop an effective content marketing strategy to achieve your business goals.
How Ineffective Email Marketing Strategies Can Hurt Your Campaigns
Feb 08, 2021 Written by Marketing Eye
Marketers have been using email marketing campaigns for years, pushing products, events, and anything else they want their audience to engage with. If the majority of people are checking their email every day (most are checking multiple times a day), why aren’t your campaigns working? While it might seem that email marketing as a whole doesn’t work, but it might just be that your processes are out of date. Engaging with your audience is like a game of chess: it requires strategy and planning, as well as the flexibility to adapt your approach when things don’t work. Below, we have five email marketing practices that don’t work anymore.
Social media has transformed from a simple way to keep in touch with friends and family to become one of the primary tools at a marketer’s disposal. While it’s an important step to have social media channels set up for your business, it’s another thing to track the performance of those channels altogether. Simply posting on these channels isn’t enough to drive engagement anymore. Marketers need to be actively checking the performance of each channel to gain insight on how to optimize the content best and drive engagement. Social media analytics is the key to optimizing your social media strategy.
Sales and marketing have undergone numerous changes throughout the past decade, especially as these efforts have moved into the digital space. While sales and marketing use a different approach, each department is working towards the same goal: generating revenue. In order to improve your digital sales tactics, your company should be prepared to adapt some digital marketing tactics to streamline this process. Selling in a digital space is all about converting your audience into new buyers, whereas digital marketing focuses on establishing relationships with that audience. If your company is hoping to drive revenue in a digital space, you need to combine your digital selling and digital marketing efforts to leverage more sales.
Market research is the process where you gather information about your business’ buyer’s personas, target audience, and customers to understand how successful your product would be among these people. When you conduct market research for your organization, it allows you to meet your buyers where they are. This process gives you a better picture of what your buyers need, and how you can better address their unique challenges. Below, we discuss how to effectively conduct market research for your organization.
The biggest blind spot that companies have to deal with is understanding what their customer’s journey is. What is it like to purchase from your business? Understanding your customer’s journey is a crucial part of improving the overall customer experience. Without this insight, you will never know the obstacles or challenges that your customers might be facing in their decision to make a purchase. You need to deeply understand what it is about your brand that attracts customers, and what could potentially turn them away. Essentially, you need to walk in their shoes. Below, we have 5 steps to consider when creating a customer journey map.
