All the acronyms! All the buzzwords! Lots of experts talk a big game when it comes to things like SEO, SEM, PPC, content strategy, marketing automation, big data and more. But what does it all mean? How do all of these data-driven, technical marketing practices fit together? And how do we plan, prioritize and execute against the most opportunistic tactics for our organization? That’s where Tactics in Twenty come in – the first of two events we’ll host this year where three speakers give twenty minute knowledge bombs and tangible takeaways.
This event featured three exceptional local thought leaders — Nina Hale, Josh Becerra, and Christina Lefebvre — who gave us insight and tactical takeaways to bring back to the office.
Key Highlights from Nina Hale (Follow on Twitter @ninahale)
- There’s no such thing as a “digital” consumer and “traditional” consumer. They are simply your consumers, and they are one in the same.
- Identify and understand your relationship with your customers. Know the language of your consumer before you introduce your brand – always speak in their language.
- Research website and keyword searchings to learn what your customers care about, create content tom ret that need, use paid to get the content in front of them, remarked to drop-offs, and find look-alike audiences that catch your best customers.
- Develop dialogue that helps navigate your consumer to the next step, such as download a white paper or click to purchase.
- Marketing efforts are a DNA strand – people go back and forth on websites that are all connected somehow, before they commit to something.
- When you’re doing your marketing right, everything works together.
Key Highlights from Josh Becerra (Follow on Twitter @joshbecerra)
- Align goals. What are the lifetime values of your client and how much is a lead worth? People who do conversion optimization are trying to acquire meaningful actions.
- Track everything, including Google analytics, CallRail, Lucky Orange, Google Tag Manager. See how people are arriving, use multi-channel funnel, and see how people are interacting. This information helps to quantify leads.
- Run experiments. What pages do you need to focus on for better performance and more conversions? Do A/B and multivariate testing on your sites, landing pages, and forms to find what works best for you.
- Iterate on the process. Change your mindset, and never stop testing ways to improve performance and boost ROI. The hard truth: websites are always in beta. Learn, build, measure, and repeat.
Key Highlights from Christina Lefebvre
- Marketing automation helps you say yes to all the questions, but faster, more efficiently, and with better results.
- Our goals as marketers is to have more conversions & qualified leads, use better marketing metrics, ad be more efficient.
- Develop lead scoring. How and when do consumers become engaged? What is the length of your lead lifecycle. Score them based on interactions and educate the consumer before sending them to sales.
- Relevant and personalized emails drive 18x more revenue than broadcast emails. Assign a “stage” to everyone so you can personalize their experience.
- Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.
- Use a lead lifecycle to accomplish personalization and nurturing, and use lead lifecycle reports to help determine your marketing strategy.
Get more powerful tactics in digital marketing by catching the Twitter conversation at #mimatweet, watching the video of the full presentations, or by going through all the great slides below.