Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
Marketing goals often use a soft, blurred language such as “brand awareness”, “credibility” and “education”.
They are beautiful things for business, but they are not easy to measure, and worse, they don't speak for what is important for the business.
In order for marketing to increase the increase in recognition (and the budget) that deserves it, goals are determined that contain the language of their managers and colleagues. Use verbs as produced, grow, reduce and keep. You will not only set marketing in your company on a different level, but will also differentiate between the marketing of your brand from the others.
The brand awareness was (and will probably remain) the most common goal of content marketers. In the latest CMI research, brand awareness is at the top, with 87% of the marketers naming them as the goal of their program.
At the other end, less than half of the marketers (49%) say that sales/sales are a goal.
However, if the most successful marketers investigate, their goals more contain the verbs loved by managers and sales teams:
- Create demand/leads (89% the most successful compared to 49% is the least successful)
- Care of subscribers/audience/leads (77% compared to 36%)
- Generate sales/sales (65% compared to 26%)
To change the conversation and earn respect and budget marketing, focus on these four goals:
1. Addition of subscribers
In contrast to a customer database, a subscriber database contains customers, interested parties, recommendations and potential recommendations. These people see their content as valuable enough to provide their contact information. They also give them permission to subtly market them.
When it makes sense
If you regularly publish content, e.g. B. a newsletter, a podcast, a video channel, etc., are essential. You can contact you without an intermediary such as social media or pay-per-click advertising.
In particular, accept subscribers if your company penetrates a new market, compete with a top-class market leader or start with the content marketing trip.
To follow profitable measures
Measure the progress through the number of subscribers to your own channel (e -mail newsletter, blog warnings, magazine, podcast, etc.).
Compare the subscribers' sales conversion rate with the general public conversion rate. You can compare these two groups in terms of the total sales value and the lifelong sales value.
Go deeper into the subscribed audience as the goal:
2. Create leads
Consumers can encourage great content to turn into potential customers by registering for a demo, registering for an event or requesting access to a resource center. In contrast to subscribers, these leads offer more than an e -mail address. You exchange more information about yourself because you see value in the content offered.
For example, you can share your role in the company in order to measure content on your position or complete a quiz to get answers to your interests.
When it makes sense
This type of content is a must to help the sales team to identify or qualify new potential customers. It can also help promote leads by the seller.
To follow profitable measures
Measure the effects of the content with the completion of forms, downloads and landing page conversion rates.
Rate the conversion rates through the sales funnel. Measure the percentage of marketing and sales qualified.
To pursue the lead generation deeper, take a look at:
Subject: Some leads are not really leads. People offer more detailed information to get the content, but now are not interested in your product or service. Consider converting these not realized leads into opt-in subscribers that become more valuable over time.
3 .. Tell sales through support and activation
The support of sales with content usually includes the creation of parts that offer evidence that help customers choose (or justify) the selection (or selection) for their product or service. Think of testimonials and case studies that show how similar customers have solved their problems.
When it makes sense
Goals to grow sales or add new sources of income benefit from this content. (So it always makes sense to create it.)
To follow profitable measures
Measure your sales support from lead-to-customized conversion rates, the time for the time to close new customers and the generated sales.
Stand in more detail with the sale of content with sales:
4. Keep customers (and reduce the costs for customer support)
Although a lot of content marketing treats as a first-class game, content can also strengthen the customer's decision after sale. Instructions and activation content ensure that the customer gets a value from the purchase-and will probably buy again (or submit a transfer).
When it makes sense
In order to reduce the costs (i.e. a high volume of support calls), customer support and the loyalty content, works well.
If the business model is repeated or the upper or add-on prioritizes, this content can help to achieve these goals.
To follow profitable measures
Measure the effects of the percentage of existing customers that consume content, the number of support calls, the number of regular customers, sales from the uppers, customer loyalty and changes to the wage rate.
Talk about the goals of marketing
If you have achieved goals that speak the language of sales and executives, do not forget to verbalize you with the marketing team, the sales team and other neighboring teams as well as the C suite.
Regardless of which target determination you use, in this with sloan articles, the elements of the fast frame are discussed, ambitious, specific and transparent.
And with this you have set up an innovative content marketing program that is linked to the business results that will achieve the results that every colleague appreciate.
Updated from an article in May 2022.
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Hand injured content:
Cover picture by Joseph Kalinowski/Content Marketing Institute
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
