Top Resources for Marketers – Part 4

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The following is part one of our weekly series on Top Resources for Marketers.

Learning is a lifelong process. Without learning and development, we flounder. Technology passes us by. Potential lies undiscovered and dormant. Old skills stagnate and new ones fail ever to form.

With that in mind, today’s resource is: Market Motive

Market Motive is an excellent source of online marketing courses for companies and individuals alike. It was founded in 2007 by a team of three industry experts, and continues to grow as a part of a larger education platform – Simplilearn.

Market Motive offers a digital marketing certification, with more advanced classes in key areas – like Social Media and Email Marketing. The courses are taught by marketing professionals and allow you to choose between self-paced learning and their online classroom.

Ranging from a few hundred dollars up to $1,000 – with an option to get it all for $300 per month – their courses offer every marketer a chance to update their skills and stay on top of new developments in the field.

Whether you are a marketer looking to hone your skills or you need a better understanding of how to market your small business, Market Motive is an easy option for you.

Zach Heller Marketing Week in Review

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Have you ever seen an ad that didn’t seem to align with what you thought of the brand that ran it? Perhaps it was a company that is typically somewhat serious trying a lighter tone. Or perhaps it was a luxury product with an ad that felt cheap or unthoughtful. Marketing impacts the way consumers experience a brand. It is important to know that every communication between the company and the consumer is shaping their experience. Review all of your marketing materials and find out what they are telling people about who or what your company is all about.

Here are last week’s posts, in case you missed them:

  1. Top Resources for Marketers – Part 3
  2. Measure WHEN Your Sales Happen
  3. Does Timing Matter in Advertising?

Happy Saturday!

Two Ways to Boost Your Marketing Knowledge:

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  2. Subscribe to the monthly newsletter to get a curated list of the top marketing articles from around the web

Does Timing Matter in Advertising?

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The easy answer to the question posed in the headline is yes. But you already knew that.

Advertisers have been focused on timing ever since television and radio ads have been on the air. Advertisers know that they should air their ads during times when it is most likely that their target audience is watching/listening.

Dunkin Donuts might advertise on a popular morning show, trying to catch people before they leave for work. Burger King might advertise on the radio during the evening commute, hoping to catch hungry workers before they get home. Home Depot might advertise on weekends when they know people are free to do household chores.

So if timing matters on TV and radio, shouldn’t it stand to reason that timing also matters in digital advertising.

Though most advertisers don’t treat digital the same as they do more traditional forms of advertising, the truth is that the same factors come into play. An ad delivered to someone when they are ready to buy has more likelihood of turning that person into a paying customer than one delivered at any other time.

So what should we do?

  1. First, we should establish a plan of action. This involves collecting data on when people are most likely to take action. It also means doing a full audit of existing campaigns to learn the full capabilities of the various platforms. How much control do you have over when your ads are shown?
     
  2. Second, we test the plan. Start putting controls in place to spend the bulk of your advertising budget at times and in places they are most likely to work. Maybe that means bidding more on Google during evening hours. Maybe that means pausing Facebook campaigns on weekends. Whatever it is, your goal is to increase ROI on your ad campaigns.
     
  3. Third, we measure and optimize. Did the plan work and by how much? What worked and what didn’t? If you have the data you need to answer these questions, you can continue to improve the performance of the plan into the future.

Measure WHEN Your Sales Happen

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Ecommerce companies that have grown smarter about data and analytics are starting to ask themselves questions that they may never have asked before. We are asking questions about how our users are interacting with our websites. We are asking questions about what marketing campaigns or special offers lead more people to purchase. We are asking questions about what elements of our website are preventing people from converting into paying customers.

But there is a question you are not asking, or have not asked yet, that could be just as important-

When do people buy from us?

In retail, or any type of business with a physical presence, it makes more sense. We want to know when our store is busy, so we can make sure to staff the right amount of people. And we might even run special offers to try to get people in the store during down times.

But online, the question might at first seem counter-intuitive. Online stores are open all the time. There is no staff required. People can buy when it’s convenient for them, so why do we care?

But the answers to that question are actually quite simple. By knowing when people buy, we can optimize our marketing efforts in the following ways:

  1. Send out special offer emails on days and during hours that are more likely to lead to conversions
  2. Make sure your live chat and phone support personnel are available during the busiest hours
  3. Utilize promotional banners and offers on the website to increase sales during times when purchases typically are lower
  4. Run your advertising campaigns during hours when they are most likely to have the desired impact
  5. Run disruptive tests or website/server updates during times when there is less risk to sales

Top Resources for Marketers – Part 3

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The following is part one of our weekly series on Top Resources for Marketers.

Learning is a lifelong process. Without learning and development, we flounder. Technology passes us by. Potential lies undiscovered and dormant. Old skills stagnate and new ones fail ever to form.

With that in mind, today’s resource is: Buffer Blog

Buffer is a social media company, which offers easy-to-use solutions for social media management for companies and individuals alike. (Full transparency: I use Buffer to post to Twitter and LinkedIn)

But this post is not about their app. It’s about their blog. And that’s because they produce the kind of high-quality content that marketers are addicted to, and for good reason.

To illustrate what makes this such a great resource for digital marketers, let’s take a look at one recent post:

Getting Started with Instagram for Your Business: 8 Simple Steps

The post provides a simple, step-by-step walkthrough for companies looking to establish a brand presence on Instagram. From setting up your profile, to posting, to commenting, and much more. The details are there, with images and graphics used to explain each step more clearly.

It’s an easy read, and offers solutions to real-life problems. And that’s just one type of post you can find. Buffer has become well-known for data-filled posts on social media best practices, using the expertise and experience of people using the app.

For anyone looking to get more bang for their buck in digital marketing, the Buffer Blog is a must-follow.