BONUS 2014 planning inisights from marketers like you tủ tài liệu bách khoa

How are you balancing short term and long term goals.. Question 3: How are you balancing short term and long term goals.. We see guest blogging as a powerful way to generate high qualit

Trang 1

2014 Planning:

INSIGHTS FROM

MARKETERS LIKE YOU

Trang 2

You know what might help you determine your marketing goals, priorities, and budgets for 2014? A little perspective from other marketers To find

out what tactics marketers are prioritizing in the coming year, we reached out to HubSpot agency partners and asked them 3 questions:

1. What marketing efforts are you (and your clients) prioritizing?

2. What marketing efforts are you (and your clients) NOT prioritizing?

3. How are you balancing short term and long term goals?

Read on to find out what they had to say

INTRODUCTION

Trang 3

4. Question 1: What marketing efforts are you (and your clients)

14. Question 3: How are you balancing short term and long term goals?

Click the text above to jump

to a section

Keep an eye out for

hyperlinks to other resources to learn more, too

Trang 4

What marketing efforts are you (and your clients) prioritizing for 2014? Why?

1

Question

Trang 5

“In 2013, we made a large effort to increase content generation efforts with aggressive blogging calendars In 2014, we'll continue to invest

greatly in blogging, but we'll also pursue guest blogging as a major focus We

see guest blogging as a powerful way to generate high quality inbound links, and strengthen search rankings through Google Authorship.”

– Spencer Powell

Inbound Marketing Director, TMR Direct

@spowell24 | www.tmrdirect.com

Trang 6

“Very broadly, we're focusing our marketing efforts on combining content with

context to consistently deliver the right content to the right people at the

right time In 2014, we’ll focus more on very specific buyer personas, and

we build an editorial calendar around the unique needs of those

personas, along with their stage in the purchasing process Then it's all about consistently nailing that editorial calendar with compelling content

that motivates our audience to go from information to action.”

– Gray MacKenzie

Co-Founder, GuavaBox

@sgraymackenzie | www.guavabox.com

Trang 7

“2014 all about proving performance The general rule is, ‘if you can't measure it, don't do it.’ As marketers continue to feel greater pressure to produce ROI, every marketing campaign has to be constructed with business goals in mind Lead generation and conversions are often the primary goals, which means we're seeing an enhanced focus on

activating content throughout the customer journey, and doing everything

possible to personalize the brand experience.”

– Paul Roetzer

Founder and CEO, PR 20/20

@paulroetzer | www.pr2020.com

Trang 8

“We are continuing to place more emphasis on improving the quality and focus of all content creation as well as distribution and promotion of that content While we've all seen and experienced significant progress and success in growing traffic and lead conversions, we recognize that

improving content quality will result in higher lead quality, which yields

greater direct business impact.”

– Greg Linnemanstons

President and Principal, Weidert Group

@greglinn | www.weidert.com

Trang 9

“2014 will be all about lead scoring This year, we saw tremendous

growth in leads, and now we’re focusing on putting a system in place to

identify the best leads so that we can pass more from marketing to sales.”

– Kathleen Booth

Owner & CEO, Quintain Marketing

@quintain | www.quintainmarketing.com

Trang 10

What marketing efforts are you (and your clients) NOT

prioritizing for 2014? Why?

2

Question

Trang 11

“The world of SEO is changing rapidly and we're definitely worrying less

about identifying exact keyword matches than we were 2-3 years ago We're

at a point where Google’s algorithm, though far from perfect, has gotten

much better at rewarding those who create excellent content

Facebook marketing has become less important to us as well The ROI of

Facebook has been comparatively low, especially in the industrial niche

we often serve, so it has fallen to the lower end of the priorities scale.”

Trang 12

“In 2013, our approach was to use Google’s Keyword Research Tool

Now, given Google’s recent move to mask keyword data, we’re relying

more heavily on the buyer personas we’ve built to determine which long tail

keywords to target.”

Trang 13

“We're primarily B2B, and we’re seeing greater scrutiny of show budgets

The first two places we’ll look for budget to reallocate are trade shows and

pay-per-click advertising.”

Trang 14

How are you balancing short term and long term goals in 2014?

3

Question

Trang 15

“We always start with our long term goals We use the past year’s growth

metrics as a basis for setting next year’s goals Then we backtrack to establish realistic, short term KPIs for each month We work on agile, one-month sprints using a specific strategy and set of tactics for that month,

and we keep a backlog of ideas for the following months.”

– Luke Summerfield

Director of Inbound Marketing, Savvy Panda

@savvypanda | www.savvypanda.com

Trang 16

“The key to balancing long and short term goals is to have a plan I’ve

found that having a detailed blogging editorial calendar to be very helpful in

this regard Once we map out all of our blog posts, we can get them written in batches, which frees up time to focus on the bigger picture.”

Trang 17

“We need to be careful that we're first doing all the right foundational

marketing before we try stand-alone campaigns The risk is that the

one-time events distract from the mission of achieving critical mass with the ongoing efforts, which could potentially lead to decisions made with

incomplete information.”

Trang 18

“Consistently creating awesome content is the backbone of our special promotions, guest blogging efforts, and other one-time campaigns In the past month we generated hundreds of new leads from guest blogging, but without lead nurturing emails, relevant blog content, and longer-form content that digs deeper, very few of those leads would convert to clients The system built by our ongoing marketing efforts has enabled us

to draw those prospects through the sales funnel and grow our business

Ongoing and one-time efforts go hand in hand.”

Trang 19

TAKEAWAYS

Trang 20

In 2014, many marketers are focusing on elevating the quality of

content and leads through personalization and tailoring content to a prospect’s buying cycle stage

One-time campaigns aren’t substitutes for ongoing content creation,

so set goals for creating content that makes the lives of your target

audience easier on a regular basis

Improving search engine visibility by stuffing keywords into written

content has gone the way of the dodo Instead, create a steady stream

of specific, original, and useful content

TAKEAWAYS

Trang 21

What is ?

Định dạng
Số trang	21
Dung lượng	2,74 MB