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Is Your B2B Marketing Provider Showing Jazz Hands or Results?

by Jennifer Beever on November 21, 2014

Jazz HandsIf you’re not getting analytical reports on your marketing results, it’s time to re-evaluate your marketing provider.

I saw the greatest expression recently while reading an article by Kate Kaye in AdAge, “This ad industry is awash in agencies doing jazz hands.” What the author means is that still, in this day of big data and analytics, too many agencies are still just doing a dog and pony show when it comes to talking about results.

It’s always been important to track and report marketing results. Before we were able to track behavior on the Internet with websites and social media platforms, it was more difficult to track how prospective customers heard about your company, product or services. Many marketers including me relied on manual capture and input of marketing sources and hours spent calculating cost per lead, conversion rates, return on investment (ROI) and analyzing the reports.

Now we have dashboards for just about every marketing software we use. The dashboards help manage the technology and then activity is captured in analytical data, graphics and reports. Google Analytics is free and relatively easy to use, and there are many other free and fee based software that can be used (some are listed in the article links below this post).

So, there’s little excuse for your marketing department, marketing consultant, or agency to skip over results reporting. If your provider is just showing you jazz hands with vague statements like, “You’re getting great results with our campaign!” or “Your new brand is creating more awareness!” just add the words, “And all… …that… …jazz…!”

Reviews of marketing analytic tools:

Web Analytics Review by TopTenReviews

10 Great Social and Web Analytics Tools by Search Engine Journal

Forrester Web Analytics Report for Enterprise from WebTrends

Do you want or need marketing results analytics and reports? Contact Jennifer Beever at New Incite today. We’ve been reporting marketing results for over twenty years, in all types of B2B industries.

Photo on Flickr by Joe Goldberg. Some Rights Reserved.

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How to Do Competitive Analysis in a Crowded Industry

by Jennifer Beever on November 19, 2014

Get Found In The CrowdFor those industries where the list of competitors seems too large to research and your research budget is small or non-existent, there are cost effective ways to analyze the competition.

You can survey your customers to find out which competitors were included in their review. But you can also do an easier and more cost-effective online search to see which competitors come up at the top of the search results and focus your analysis on them.

One reason to focus on competitors who are top online search performers is that, by 2010, 93% of B2B buyers started their purchase decision by doing an online search for suppliers (Booz & Company B2B Marketing Survey). Chances are that the top search performers are getting most of the market share.

To identify your the top competitors online, you’ll need to do several searches. Do some keyword research and find out the most popular words and phrases used by buyers to find vendors in your industry. Often these are by product or service names (for example “car insurance”) as well as general industry searches (“insurance companies”).

You can track the top search performers using a matrix spreadsheet that shows the company names on the left vertical columns and the product, service and company keyword searches across the top.

Keyword AnalysisThe Internet has made information about the competition more accessible for researchers. I often expand the above matrix by inventorying which services and products and modes of digital and offline marketing the competitors have on additional columns across the spreadsheet above. I gather this information from the websites, their social media platforms, from interviews and customer surveys.

So if your marketplace is crowded with competition, don’t feel that it would be a waste of time to do your research. You can always learn something by looking at the top online performing competitors’ websites, social media profiles and other information. Glean what appears to be working for competitors, do it better and then add your own unique marketing strategies and tactics. Once you know the right strategies and tactics, you can surpass your online competitors in search performance as well as the quality product and service offerings in as little as three to six months.

Do you need help analyzing your competition and putting together a strategic and tactical marketing plan that will win market share? Contact New Incite today. We’ve worked with many businesses to provide marketing strategies and execution that result in growth.

Photo from Flickr by James Cridland. Some Rights Reserved.

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3 Tips for Creating Great Posts on LinkedIn and Facebook

It’s easy to add an update on LinkedIn and Facebook, right? Not so fast! The mechanics seem easy, but making your update effective (eye-catching, compelling, and engaging) is not as easy. Here’s how to do it right. 1. Include an image or photo with your update. Everything is more visual on social media. The proof of […]

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I was just reading an article about SEO, and it hit me. B2B marketers (any marketers, for that matter) need to market like a bunch of babies. We need to market like babies, because after a few years, we can begin to think we know it all. Dave Davies makes this point about SEO “experts” […]

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6 Ways Competitive Analysis Benefits Your B2B Marketing

In today’s fast-moving business-to-business world, competitive analyses can yield surprising benefits. Here are some of the ways a competitive analysis can help your B2B marketing. 1. Identify what kind of marketplace your business competes in Is your industry new and fragmented? Growing with increasing competition? Mature with larger companies acquiring smaller businesses? Or declining? The […]

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4 Surprising Ways B2B Marketing Campaigns Benefit Business

When a business invests (or re-invests) in great B2B marketing campaigns, it gets invigorated. That has big benefits. Here are four surprising ways marketing campaigns benefit your business. In talking to several businesses recently, I realized an important benefit of investing in effective, creative B2B marketing campaigns. The campaigns we’ve done for clients generated leads […]

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B2B Marketers: If You Fail to Plan, You Are Planning to Fail

So I’m going to say it again. If you want your marketing to work, you have to first plan it, and then you have to execute the plan. Simple, right? You’d be surprised how many businesses fail to write a marketing plan. Or, if they write one or hire someone to write it, they end […]

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Why Lack of Strategy Will Kill Your B2B Blog

Blogging drives traffic to websites and generates leads. So, hey, let’s jump in and do this. Right? Wrong. To succeed in blogging (and in the bigger universe of content marketing), you need a strategy. Your strategy must identify your target audience(s), your topics, your target keywords, the tone or voice of the blog, frequency of […]

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How to Write for the Web If You Were Born Before 1965

With the proliferation of the new “content marketing,” writing skills for online marketing are more important than ever. And, if you learned to write before or in the early days of personal computers, you may have some habits that no longer work for today’s online marketing world. Recently I’ve been working with clients to generate […]

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