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Marketing automation is all about strategy, and knowing the basic foundations of email strategy for marketing automation is critical. Email marketing when utilizing a marketing automation tool is very different than simply emailing using an email service provider. The difference lies in how you will be sending the emails and the highly tactical nature of the emails being sent.

1. Autoresponders:

Marketing automation platforms give you the ability to capture lead information via forms and landing pages. The modern best practice is to email content to someone after they have filled out a form. This helps ensure you are given correct email information on the forms. When the form is completed, there is an autoresponder email that then needs to be sent to the person. Autoresponders are a very specific type of email and serve a very specific purpose.

2. Sales Nurturing Emails:

Marketing automation allows you to help your sales team out by creating nurturing programs that can help them scale their follow-up efforts. For example, creating a specific nurturing program that sales can add prospects to will help them stay in front of people over a very long sales cycle. These emails need to be very specific and targeted to their goal.

3. Identifier Emails:

Many times we have to move people through the sales cycle, yet do not know which stage they are in. This is true for leads that we receive at trade shows, from webinar registrations, and from other lead sources. This is the perfect time for the “Identifier” emails. Lizzy Braswell, senior marketing specialist at Silverpop, an IBM company, says, “The most successful emails for those new prospects entering our marketing funnel are the emails in which we offer a variety of content across the marketing stages to best identify where they are in a buying cycle.”

Original source: ClickZ

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SEO

Getting higher rankings, being more visible so that you incur clicks and hopefully, high-quality traffic to your website has long been a focus for many businesses. Why does on-page SEO matter? On-page SEO helps to get your website indexed by search engines and more importantly, makes it easier for your target customers to find you.

In a recent post written by Cyrus Shepard, he covers advanced techniques to on-page optimization that all SEOs as well as businesses should implement for optimal results. To begin, we’ve highlighted a few of the tips in this blog post:

1. Keywords and relationships

No matter what topic modeling technique you choose, all rely on discovering relationships between words and phrases. As content creators, how we organize words on a page greatly influences how search engines determine the on-page topics.

When we use keywords phrases, search engines hunt for other phrases and concepts that relate to one another. So our first job is to expand our keywords research to incorporate these related phrases and concepts. Contextually rich content includes:

  • Close variants and synonyms: Includes abbreviations, plurals, and phrases that mean the same thing.
  • Primary related keywords: Words and phrases that relate to the main keyword phrase.
  • Secondary related keywords: Words and phrases that relate to the primary related keywords.
  • Entity relationships: Concept that describe the properties and relationships between people, places, and things.

keywords and relationships

A good keyword phrase or entity is one that predicts the presence of other phrases and entities on the page. For example, a page about “The White House” predicts other phrases like “president,” “Washington,” and “Secret Service.” Incorporating these related phrases may help strengthen the topicality of “White House.”

2. Position, frequency, and distance

How a page is organized can greatly influence how concepts relate to each other.

Once search engines find your keywords on a page, they need to determine which ones are most important, and which ones actually have the strongest relationships to one another.

Three primary techniques for communicating this include:

  • Position: Keywords placed in important areas like titles, headlines, and higher up in the main body text may carry the most weight.
  • Frequency: Using techniques like TF-IDF, search engines determine important phrases by calculating how often they appear in a document compared to a normal distribution.
  • Distance: Words and phrases that relate to each other are often found close together, or grouped by HTML elements. This means leveraging semantic distance to place related concepts close to one another using paragraphs, lists, and content sectioning.

A great way to organize your on-page content is to employ your primary and secondary related keywords in support of your focus keyword. Each primary related phrase becomes its own subsection, with the secondary related phrases supporting the primary, as illustrated here.

position frequency distance

As an example, the primary keyword phrase of this page is ‘On-page Topic Targeting‘. Supporting topics include: keywords and relationships, on-page optimization, links, entities, and keyword tools. Each related phrase supports the primary topic, and each becomes its own subsection.

Original source: Moz

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Email, SEM, SEO, SMM

Every business I encounter wants to drive traffic (and more traffic) to their website. Utilizing the different tactical executions listed below are a great way to start and will also need to be done consistently for the best results. Further, integrating all of your digital marketing efforts so that they cohesively work together will not only help with driving traffic, but will help with generating qualified leads and sales. That said, let’s get to it!

Social Media

  • LinkedIn
    • Groups: Choose relevant and targeted groups to join. Be interactive within these groups. I recommend narrowing down to 5 where you can really grow your presence and expertise. In addition to this, make sure you create your own group and invite connections to join!
    • Advertising: Recently, I’ve found a new love for sponsored updates! Use sponsored updates to help promote any special offers, whitepapers or webinars you may be running. I’ve also done the self-served ads on LinkedIn and have to admit, I’ve not had any outstanding results, but this isn’t to say you shouldn’t test. Make sure you run targeted ads, with a targeted landing page along with at least 6 different ad variations.
  • Twitter – Hashtags will be your best friend here! You can use a simple tool like Twubs to help identify popular hashtags and also participate in ongoing conversations. Make sure to also leverage Twitter lists for marketing segmentation as well!
  • Facebook – Since hashtags are so new, I haven’t heard nor experienced a ton of positive engagement from them yet. However, I will say the way to win with strong Facebook engagement that then increases your potential for traffic, leads and conversions is to push ads! Again, make sure your ads are targeted, relevant and tied in with a landing page.
  • Instagram – Just as the case is with Twitter, hashtags are your best friend here too. You can use tools like Statigram to identify popular hashtags. Visuals are everything here so spend a little time making your images compelling. Apps like PicLab and PicFrame will help with your creative process!

Blogging

There’s two ways to approach blogging:

  • Focus on growing your own blog. HubSpot has been open with saying that they saw a huge increase in traffic to their website after publishing 5+ blog posts per day. Of course, not everyone is able to do this, but the idea behind blogging is that you are consistent with it. A good starting point is to ensure you have at the very least 1-2 blog posts per month.
  • Push for guest blogging. This is a bit more time consuming, but start by reaching out to the influencers within your industry. Make sure you propose topics that are relevant to their blog and that you’re also active within the community. Know that a part of gaining traction with guest blogging is also within relationship building, so don’t go in just thinking: “What’s in it for me?”

Webinars

Be creative with your webinars by partnering with other companies or professional individuals to present on topics you know are trending. Also, leverage the feedback you receive from your community as a way to plan out your upcoming webinars. Areas you should place promotional CTAs:

  • Landing Page with webinar registration
  • Thank You page after webinar registration
  • Beginning of webinar and after webinar
  • Email follow up post webinar

Whitepapers and eBooks

This is another route to provide free education for your target audience. You can easily promote your whitepapers and eBooks using targeted landing pages as well as featuring them on specific blog posts. The great thing about whitepapers and eBooks is that you can reuse the content within them to write multiple blog posts.

Podcast

Leverage topics that you know your target demographic is interested in hearing. To be more specific, focus on topics that will pull an emotional response such as motivation and inspiration within business startups. There’s nothing more powerful than empowering others to push for their own success. Also, have a CTA that will drive people to take action so that you have a way of capturing info for remarketing purposes.

Events

Offline traffic can be a big part of online traffic – marry the two. Use events as a way to build relationships and expand your network. More importantly, events will serve as a way to also meet other influencers within your industry. This is a great way to ask for simple things such as interviewing them, guest blogging, storytelling, podcasting, etc.

Email Marketing

Some of the businesses I’ve encountered have complained about email being dead, while others are finding great use of it. I’m with the latter. Email marketing – when done correctly – can yield very positive results. Just as everything else in digital marketing, you have to be patient with testing and understanding what works as well as what doesn’t. Here are some recommendations that must be done:

  • List segmentation
  • Test different subject lines
  • Tie in with targeted landing pages
  • Use as another avenue to drive engagement both with prospects and customers

Video Marketing

A great example that immediately comes to mind are Moz’s Whiteboard Friday. These are quick, educational videos that cover a variety of topics within digital marketing. The great thing is that the Moz team takes the times to listen to what their readers and fan base want to learn more about. From there, they create these great videos to teach and educate. Apply the same methodology to your own video marketing plan.

SEO

Optimize all of your landing pages and your website for the keywords you want to rank for. More specifically, optimize for keywords you know your target demographic is searching for. Use tools like the Google Keyword Tool, SEMRush, and UberSuggest to research keywords. You can even dive in deeper by using Moz’s Open Site Explorer to see the specific backlinks to your site or even competitors. From there, you can leverage the keywords found on those pages to your advantage.

PPC

Always execute this tactic with targeted landing pages and multiple ad copy. The path to conversion (note – conversion is how you define it for your business – could be a form filled or a direct purchase) has to be as direct as possible. In other words, sending traffic directly to your homepage will most likely yield in money wasted with very low results.

Original source: The Marketing Insight

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