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<?xml version="1.0" encoding="UTF-8"?><rss version="2.0" xmlns:content="http://purl.org/rss/1.0/modules/content/" xmlns:wfw="http://wellformedweb.org/CommentAPI/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:atom="http://www.w3.org/2005/Atom" xmlns:sy="http://purl.org/rss/1.0/modules/syndication/" xmlns:slash="http://purl.org/rss/1.0/modules/slash/" > <channel> <title>DigitalMarketer</title> <atom:link href="http://www.digitalmarketer.com/feed/" rel="self" type="application/rss+xml" /> <link>https://www.digitalmarketer.com/</link> <description></description> <lastBuildDate>Wed, 24 Apr 2024 19:16:08 +0000</lastBuildDate> <language>en-US</language> <sy:updatePeriod> hourly </sy:updatePeriod> <sy:updateFrequency> 1 </sy:updateFrequency> <generator>https://wordpress.org/?v=6.4.3</generator> <image> <url>https://www.digitalmarketer.com/wp-content/uploads/2021/08/gearsNew-150x150.png</url> <title>DigitalMarketer</title> <link>https://www.digitalmarketer.com/</link> <width>32</width> <height>32</height></image> <item> <title>Navigating the Video Marketing Maze: Short-Form vs. Long-Form</title> <link>https://www.digitalmarketer.com/blog/navigating-the-video-marketing-maze/</link> <dc:creator><![CDATA[Guarav Sharma]]></dc:creator> <pubDate>Wed, 24 Apr 2024 19:16:02 +0000</pubDate> <category><![CDATA[Blog]]></category> <category><![CDATA[Content]]></category> <category><![CDATA[Content Marketing]]></category> <category><![CDATA[Content Marketing Resources]]></category> <category><![CDATA[Engagement]]></category> <category><![CDATA[SEO]]></category> <category><![CDATA[Social Media]]></category> <category><![CDATA[Social Media Marketing]]></category> <category><![CDATA[audience engagement]]></category> <category><![CDATA[brand awareness]]></category> <category><![CDATA[Brand Strategy]]></category> <category><![CDATA[Consumer behavior]]></category> <category><![CDATA[content creation]]></category> <category><![CDATA[Content Strategy]]></category> <category><![CDATA[digital marketing]]></category> <category><![CDATA[influencer marketing]]></category> <category><![CDATA[long-form]]></category> <category><![CDATA[marketing campaign]]></category> <category><![CDATA[marketing tips]]></category> <category><![CDATA[online presence]]></category> <category><![CDATA[SEO optimization]]></category> <category><![CDATA[short-form]]></category> <category><![CDATA[small business]]></category> <category><![CDATA[social media marketing]]></category> <category><![CDATA[video content]]></category> <category><![CDATA[video marketing]]></category> <category><![CDATA[video strategy]]></category> <guid isPermaLink="false">https://www.digitalmarketer.com/?p=167500</guid> <description><![CDATA[<p>Wondering whether to use short-form or long-form videos for your marketing campaign? This article sheds light on the best video format for your marketing goals.</p><p>The post <a href="https://www.digitalmarketer.com/blog/navigating-the-video-marketing-maze/">Navigating the Video Marketing Maze: Short-Form vs. Long-Form</a> appeared first on <a href="https://www.digitalmarketer.com">DigitalMarketer</a>.</p>]]></description> <content:encoded><![CDATA[<figure class="wp-block-image size-large"><img fetchpriority="high" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/2-4-1024x576.jpg" alt="" class="wp-image-167503" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-4-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-4-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-4-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-4-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-4.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Are you torn between using long-form or short-form videos for your small business marketing campaign? Well, you are not alone. Despite <a href="https://www.wyzowl.com/video-marketing-statistics/" target="_blank" rel="noreferrer noopener">89%</a> of consumers wanting to see more brand videos, there is no one-size-fits-all answer about the ideal video length.</p> <p>However, this should not deter you from creating an effective video strategy. In 2023, people watched an average of <a href="https://www.statista.com/statistics/611707/online-video-time-spent/" target="_blank" rel="noreferrer noopener">17 videos</a> per day, highlighting the influence of video content in today’s digital landscape.</p> <figure class="wp-block-image size-large"><img decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/5-4-1024x576.jpg" alt="" class="wp-image-167505" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-4-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-4-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-4-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-4-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-4.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Both short-form and long-form videos offer unique advantages and come with their set of challenges. Join me as I uncover the benefits and limitations of each video format to help you make informed marketing decisions.</p> <h2 class="wp-block-heading">What are Short-Form Videos?</h2> <p><a href="https://www.digitalmarketer.com/blog/create-viral-short-videos-for-social-media/" target="_blank" rel="noreferrer noopener">Short videos</a> typically range from 30 seconds to less than 10 minutes long. They are popular on social media platforms like TikTok, Instagram, Snapchat, and YouTube.</p> <p>Short-form videos deliver brief yet engaging messages that quickly capture the viewer’s attention. Here are some popular types of short-form video content.</p> <ul><li>TikTok Challenges</li> <li>Instagram Reels</li> <li>Snapchat Stories</li> <li>YouTube Shorts</li> <li>Twitter Video Ads</li></ul> <h2 class="wp-block-heading">Benefits of Short-Form Videos</h2> <p>A previously cited report shows that 39% of marketers find short-form videos, ranging from 30-60 seconds long, more successful. The same study reports that 44% of customers prefer watching a short video to learn about a brand’s offerings.</p> <figure class="wp-block-image size-large"><img decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/4-5-1024x576.jpg" alt="" class="wp-image-167506" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-5-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-5-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-5-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-5-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-5.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>So, it is evident that short-form videos have their benefits. Let’s take a closer look at some of them.</p> <h3 class="wp-block-heading">Attention-Grabbing </h3> <p>Short-form videos capture attention quickly, making them ideal for the fast-scrolling nature of <a href="https://www.digitalmarketer.com/blog/social-media-marketing-tools/" target="_blank" rel="noreferrer noopener">social media</a> platforms. Your audience is more likely to watch them in their entirety compared to longer content.</p> <h3 class="wp-block-heading">Cost-Effective Production </h3> <p>Creating short-form videos requires less time and resources compared to longer videos. As a small business owner with a limited budget, using short-form videos can be cost-effective. </p> <h3 class="wp-block-heading">Increased Engagement</h3> <p>Short-form videos <a href="https://target-video.com/how-to-improve-video-engagement/" target="_blank" rel="noreferrer noopener">engage viewers</a> due to their crisp and concise nature. This results in more likes, comments, and shares that boost your content’s visibility and increase brand awareness. </p> <p>Integrating short-form videos into your <a href="https://keyhole.co/blog/influencer-marketing-campaigns/" target="_blank" rel="noreferrer noopener">influencer marketing campaigns</a> can further amplify your reach to new and diverse audiences. </p> <h3 class="wp-block-heading">Highly Shareable</h3> <p>Short videos are highly shareable. This makes it more likely for your viewers to share them, increasing their virality. </p> <div class="wp-block-media-text alignwide is-vertically-aligned-center has-pale-ocean-gradient-background has-background" style="grid-template-columns:25% auto"><figure class="wp-block-media-text__media"><img loading="lazy" decoding="async" width="300" height="246" src="https://www.digitalmarketer.com/wp-content/uploads/2022/02/ContentCertification_Header1-300x246.png" alt="Content Marketing Certification" class="wp-image-156628 size-thumbnail"/></figure><div class="wp-block-media-text__content"><div class="wp-block-group is-layout-flow wp-block-group-is-layout-flow" style="padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em"><div class="wp-block-group__inner-container"><p><strong>Want to get certified in Content Marketing?</strong></p> <p class="has-medium-font-size" style="line-height:1.2">Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing. <a href="https://www.digitalmarketer.com/certifications/content-marketing-mastery/">Click Here</a></p></div></div></div></div> <p></p> <p>There are multiple <a href="https://abacusmarketing.co.uk/benefits-of-adding-video-to-your-website/" target="_blank" rel="noreferrer noopener">benefits of adding video to your website</a> including increased engagement, improved SEO, and enhanced user experience.</p> <h2 class="wp-block-heading">Limitations of Short-Form Videos</h2> <p>While short-form videos offer many advantages in content marketing, they also present some challenges.</p> <h3 class="wp-block-heading">Limited Message Depth</h3> <p>Due to their brief duration, short-form videos may struggle to convey complex or detailed messages. Longer videos might be more suitable if you need to communicate intricate information.</p> <h3 class="wp-block-heading">Competition for Attention</h3> <p>Standing out on platforms flooded with short-form video <a href="https://www.digitalmarketer.com/blog/content-marketing-2023/" target="_blank" rel="noreferrer noopener">content</a> can be challenging. You must create content that stands out to avoid becoming lost in the sea of other videos.</p> <h3 class="wp-block-heading">Shorter Lifespan </h3> <p>Short videos may lose their relevance with time. They can quickly get buried in users’ feeds, leading to a shorter visibility and engagement period than longer, evergreen content. </p> <p>This means you must consistently create short-form videos to maintain audience interest over time.</p> <h3 class="wp-block-heading">Limited SEO Impact</h3> <p>Short-form videos may be more challenging to optimize for search engines than longer, more keyword-rich content. This can affect the discoverability of your content outside the social media scene.</p> <h2 class="wp-block-heading">What are Long-Form Videos?</h2> <p>Long-form videos are typically longer, ranging from a few minutes to several hours. They extend beyond a few minutes to several hours, providing ample time for in-depth topic exploration and detailed content. </p> <p>These videos are particularly suitable for educational content, product demonstrations, and narrative-driven storytelling. Long-form videos are common on platforms like YouTube and Vimeo. Common types of long-form video content include:</p> <ul><li>YouTube Series</li> <li>Webinars</li> <li>Educational Tutorials and Courses:</li> <li>Behind-the-Scenes Content </li> <li>Interviews and Conversations</li></ul> <h2 class="wp-block-heading">Advantages of Long-Form Videos</h2> <p>Long-form video content is the fastest-growing segment, with videos above <a href="https://wistia.com/about/state-of-video" target="_blank" rel="noreferrer noopener">30 minutes</a> experiencing tremendous growth over the years. Let’s explore some of the benefits behind this growth.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/3-5-1024x576.jpg" alt="" class="wp-image-167507" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-5-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-5-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-5-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-5-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-5.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <h3 class="wp-block-heading">Establishes Expertise and Credibility</h3> <p>Long-form videos allow you to provide in-depth information about various subjects, establishing your brand as an authority. Potential customers will likely trust and rely on your insights when you consistently deliver valuable content.</p> <h3 class="wp-block-heading">Builds Strong Audience Connections </h3> <p>The more your audience watches your videos, the more they become familiar with your content and brand. This consistent engagement promotes trust and loyalty, helping you create deeper connections with your audience.</p> <h3 class="wp-block-heading">Provide SEO Optimization Opportunities</h3> <p>Long-form videos keep your audience engaged for a longer duration than short ones. This signals search engines that your content provides value, resulting in <a href="https://www.digitalmarketer.com/blog/rank-higher-and-capture-leads-with-video-seo/" target="_blank" rel="noreferrer noopener">higher rankings</a> and increased visibility. </p> <p>Besides, these videos provide opportunities to optimize for relevant keywords. This Attrock guide offers more insights into the value of SEO for your small business. </p> <h3 class="wp-block-heading">They Are Sustainable</h3> <p>Unlike short videos, well-produced and valuable long-form videos have an extended shelf life. They can continue to attract views and engagement over an extended period, contributing to a sustainable content strategy.</p> <p>Instagram reels are also a part of short videos and you can get benefits from this platform by integrating it with your website. You can learn how to <a href="https://taggbox.com/blog/embed-instagram-reels-on-website/" target="_blank" rel="noreferrer noopener">embed Instagram Reels on websites</a> and get extra benefits from your Reels.</p> <h2 class="wp-block-heading">Drawbacks of Long-Form Videos</h2> <p>Despite their benefits, long-form videos also have certain limitations, including:</p> <h3 class="wp-block-heading">Attention Span Challenges</h3> <p>Between distractions, juggling tasks, and information overload, user <a href="https://www.digitalmarketer.com/blog/long-form-content-rules/" target="_blank" rel="noreferrer noopener">attention span </a>quickly diminishes. Viewers may lose interest and disengage from your long video before its conclusion.</p> <div class="wp-block-media-text alignwide is-vertically-aligned-center has-pale-ocean-gradient-background has-background" style="grid-template-columns:25% auto"><figure class="wp-block-media-text__media"><img loading="lazy" decoding="async" width="300" height="300" src="https://www.digitalmarketer.com/wp-content/uploads/2022/02/SocialMedia-300x300.png" alt="" class="wp-image-155571 size-thumbnail" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2022/02/SocialMedia-300x300.png 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2022/02/SocialMedia-300x300-150x150.png 150w" sizes="(max-width: 300px) 100vw, 300px" /></figure><div class="wp-block-media-text__content"><div class="wp-block-group is-layout-flow wp-block-group-is-layout-flow" style="padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em"><div class="wp-block-group__inner-container"><p style="font-size:18px"><strong>Are You Ready to Master Social Media?</strong></p> <p>Become a Certified Social Media Specialist and learn the newest strategies (by social platform) to draw organic traffic to your social media sites.</p> <p style="font-size:18px;line-height:1.2"> <a href="https://www.digitalmarketer.com/certifications/social-media-mastery/">Click here</a></p></div></div></div></div> <h3 class="wp-block-heading">Complex Production Process</h3> <p>Creating high-quality long-form videos requires more resources, including time, equipment, and skilled personnel. This can be disadvantageous, especially for small businesses with limited budgets.</p> <h3 class="wp-block-heading">Platform Limitations</h3> <p>Some social media platforms and video hosting sites may limit video length, making it challenging to distribute long-form video content. You may then be forced to repurpose your content to suit various platforms. </p> <h2 class="wp-block-heading">Short-Form or Long-Form Videos: Which Are Better?</h2> <p>Now that you know the benefits and limitations of each format, which one should you choose? Short-form or long-form videos?</p> <p>Well, it all boils down to considering several factors, such as: </p> <h3 class="wp-block-heading">Content Objectives</h3> <p>What do you want to achieve from your <a href="https://www.digitalmarketer.com/blog/8-ways-that-video-marketing-is-a-game-changer-for-digital-marketers-in-2023/" target="_blank" rel="noreferrer noopener">video marketing</a> campaign? Short-form videos are highly effective for quick brand exposure and generating buzz. Long-form videos, on the other hand, contribute to a more in-depth understanding of the brand.</p> <h3 class="wp-block-heading">Target Audience Preferences</h3> <p>Audiences with short attention spans likely prefer short-form videos, while long-form videos appeal to those seeking a more immersive experience.</p> <p>Similarly, short-form videos may appeal more to younger audiences, while older demographics may prefer the depth of long-form content.</p> <h3 class="wp-block-heading">Platform Dynamics</h3> <p>Various platforms support different content formats. Short-form videos are well-suited for platforms like TikTok, Instagram, and Snapchat. On the other hand, platforms like YouTube and Vimeo are better for hosting longer videos.</p> <h3 class="wp-block-heading">Industry Type</h3> <p>Short-form videos would be ideal if your industry thrives on trends, entertainment, and quick messages. However, long-form videos are effective for industries requiring in-depth explanations or educational content.</p> <h2 class="wp-block-heading">Bottom Line </h2> <p>Ultimately, choosing short-form or long-form videos depends on your business’s specific needs and goals. Since both formats have advantages and limitations, making a choice may prove difficult. </p> <p>However, it doesn’t have to be an uphill task. The key lies in recognizing when to incorporate each video format into your marketing strategy. Understanding your audience and its needs allows you to combine both formats strategically, maximizing the benefits of each. </p> <p>Continuously analyze performance metrics and adapt your video marketing strategy accordingly to ensure optimal engagement and conversion rates.</p> <a href="https://img1.niftyimages.com/click/6y5/d3xh/0a7h"> <img decoding="async" src="https://img1.niftyimages.com/6y5/d3xh/0a7h"></a><p>The post <a href="https://www.digitalmarketer.com/blog/navigating-the-video-marketing-maze/">Navigating the Video Marketing Maze: Short-Form vs. Long-Form</a> appeared first on <a href="https://www.digitalmarketer.com">DigitalMarketer</a>.</p>]]></content:encoded> </item> <item> <title>Why The Sales Team Hates Your Leads (And How To Fix It)</title> <link>https://www.digitalmarketer.com/blog/why-the-sales-team-hates-your-leads-and-how-to-fix-it/</link> <dc:creator><![CDATA[Kevin Barber]]></dc:creator> <pubDate>Mon, 22 Apr 2024 19:59:37 +0000</pubDate> <category><![CDATA[Blog]]></category> <category><![CDATA[Brand Awareness]]></category> <category><![CDATA[B2BMarketing]]></category> <category><![CDATA[Collaboration]]></category> <category><![CDATA[CustomerRetention. CustomerReviews]]></category> <category><![CDATA[GrowthMarketing]]></category> <category><![CDATA[LeadGeneration]]></category> <category><![CDATA[Marketing]]></category> <category><![CDATA[sales]]></category> <guid isPermaLink="false">https://www.digitalmarketer.com/?p=167480</guid> <description><![CDATA[<p>Navigate the turbulent waters of 2024 election year advertising with our expert insights. Discover strategies to thrive amidst the digital campaign chaos and maximize ROI in this changing landscape.</p><p>The post <a href="https://www.digitalmarketer.com/blog/why-the-sales-team-hates-your-leads-and-how-to-fix-it/">Why The Sales Team Hates Your Leads (And How To Fix It)</a> appeared first on <a href="https://www.digitalmarketer.com">DigitalMarketer</a>.</p>]]></description> <content:encoded><![CDATA[<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/2-3-1024x576.jpg" alt="" class="wp-image-167482" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-3-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-3-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-3-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-3-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-3.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>You ask the head of marketing how the team is doing and get a giant thumbs up. <img src="https://s.w.org/images/core/emoji/14.0.0/72x72/1f44d.png" alt="👍" class="wp-smiley" style="height: 1em; max-height: 1em;" /></p> <p><em>“Our MQLs are up!”</em></p> <p><em>“Website conversion rates are at an all-time high!”</em></p> <p><em>“Email click rates have never been this good!”</em></p> <p>But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — <strong>the leads from marketing suck.</strong> </p> <p>If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a <a href="https://blog.hubspot.com/sales/stats-that-prove-the-power-of-smarketing-slideshare" target="_blank" rel="noreferrer noopener">HubSpot survey</a>, only 9.1% of salespeople said leads they received from marketing were of very high quality.</p> <p>Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? </p> <p>Let’s dive into the answers to these questions. Then, I’ll give you my <strong>secret lead gen kung-fu</strong> to ensure your sales team loves their marketing leads. </p> <h2 class="wp-block-heading">Marketers Must Take Ownership</h2> <p><em>“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”</em></p> <p>How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?</p> <p>Not necessarily. </p> <p><strong>The job of a marketer is not to drive traffic or even leads</strong>. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.</p> <iframe src="https://giphy.com/embed/glqdZPHSpcMNTbhCxs" width="480" height="270" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/valparaiso-university-track-valparaiso-valpo-glqdZPHSpcMNTbhCxs">via GIPHY</a></p> <p>To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only <em>then</em> should you pass the leads to sales. </p> <h2 class="wp-block-heading">Lead Quality Control is a Bitter Pill that Works</h2> <p>Tighter quality control might reduce your overall MQLs. Still,<strong> </strong>it will ensure only the relevant leads go to sales, which is a win for your team and your organization.</p> <p>This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that <strong>“strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.</strong> </p> <p>When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. </p> <p>Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. </p> <p>We’ve identified the problem and where we need to go. So, how you do you get there?</p> <h2 class="wp-block-heading">Fix #1: Focus On High ROI Marketing Activities First</h2> <p>What is more valuable to you:</p> <ul><li>One more blog post for a few more views? </li> <li>One great review that prospective buyers strongly relate to?</li></ul> <p>Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads <em>today.</em> Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.</p> <p>On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.</p> <p>Still, many marketers who <em>say</em> they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. </p> <p>The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, <strong>even though it’s where you’ll find some of the highest ROI activities.</strong></p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/3-4-1024x576.jpg" alt="" class="wp-image-167484" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-4-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-4-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-4-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-4-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-4.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. </p> <p>When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.</p> <p>Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:</p> <ul><li>Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.</li> <li>A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.</li> <li>Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.</li></ul> <p><strong>Remember that the bottom half of your marketing and sales funnel is just as important as the top half</strong>. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.</p> <p>So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. </p> <h2 class="wp-block-heading">Fix #2: Join Sales Calls to Better Understand Your Target Audience</h2> <p><strong>You can’t market well what you don’t know how to sell.</strong></p> <p>Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.</p> <p>When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, <strong>marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. </strong></p> <p>Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.</p> <h2 class="wp-block-heading">Fix #3: Create Collateral That Closes Deals</h2> <p>One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. </p> <p>Our<a href="https://www.lean-labs.com/webinars" target="_blank" rel="noreferrer noopener"> webinar page</a> has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/4-4-1024x576.jpg" alt="" class="wp-image-167485" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-4-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-4-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-4-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-4-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-4.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>So, if they select <em>I need help with crushing it on HubSpot,</em> they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. </p> <p>Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. </p> <h2 class="wp-block-heading">Fix #4: Focus On Reviews and Create an Impact Loop</h2> <p><strong>A lot of people think good marketing is expensive. You know what’s even more expensive? <em>Bad marketing</em>. </strong></p> <p>To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the <strong>growth loop</strong> and the<strong> impact loop</strong>.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/5-3-1024x576.jpg" alt="" class="wp-image-167486" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-3-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-3-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-3-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-3-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-3.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <ul><li><strong>Growth loop</strong> — Awareness <img src="https://s.w.org/images/core/emoji/14.0.0/72x72/27a1.png" alt="➡" class="wp-smiley" style="height: 1em; max-height: 1em;" /> Acquisition <img src="https://s.w.org/images/core/emoji/14.0.0/72x72/27a1.png" alt="➡" class="wp-smiley" style="height: 1em; max-height: 1em;" /> Activation <img src="https://s.w.org/images/core/emoji/14.0.0/72x72/27a1.png" alt="➡" class="wp-smiley" style="height: 1em; max-height: 1em;" /> Revenue <img src="https://s.w.org/images/core/emoji/14.0.0/72x72/27a1.png" alt="➡" class="wp-smiley" style="height: 1em; max-height: 1em;" /> Awareness: This is where <em>most</em> marketers start. </li> <li><strong>Impact loop</strong> — Results <img src="https://s.w.org/images/core/emoji/14.0.0/72x72/27a1.png" alt="➡" class="wp-smiley" style="height: 1em; max-height: 1em;" /> Reviews <img src="https://s.w.org/images/core/emoji/14.0.0/72x72/27a1.png" alt="➡" class="wp-smiley" style="height: 1em; max-height: 1em;" /> Retention <img src="https://s.w.org/images/core/emoji/14.0.0/72x72/27a1.png" alt="➡" class="wp-smiley" style="height: 1em; max-height: 1em;" /> Referrals <img src="https://s.w.org/images/core/emoji/14.0.0/72x72/27a1.png" alt="➡" class="wp-smiley" style="height: 1em; max-height: 1em;" /> Results: This is where <em>great</em> marketers start. </li></ul> <p>Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that <strong>starting with your impact loop is going to be far more likely to set your marketing engine up for success</strong>. </p> <p>Let me share a client story to show you what this looks like in real life.</p> <h3 class="wp-block-heading">Client Story: 4X Website Leads In A Single Quarter</h3> <p>We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.</p> <p><strong>But we did it in a single quarter. Here’s how.</strong></p> <p>We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?</p> <p>We prioritized the last part of the funnel: <strong>reputation</strong>.</p> <p>We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. </p> <p>Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. <strong>What others say about your business is ten times more important than what you say about yourself</strong>. </p> <p>By providing customer validation at critical points in the buyer journey, we were able to <strong>4X the website leads in a single quarter!</strong></p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/6-2-1024x576.jpg" alt="" class="wp-image-167487" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-2-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-2-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-2-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-2-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-2.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. </p> <h2 class="wp-block-heading">Fix #5: Launch Phantom Offers for Higher Quality Leads </h2> <p>You may be reading this post thinking, <em>okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?</em></p> <p>It’s an age-old issue: <strong>marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads</strong>. </p> <p>One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create <strong>phantom offers</strong>, i.e., gauge the audience interest in your lead magnet before you create them.</p> <p>For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience <em>before you spend time making it</em>. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. </p> <p>This is precisely what we did for a report by Allied Universal that ended up <strong>generating 80 conversions before its release.</strong></p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/DM-Article-Images-1-1024x576.jpg" alt="" class="wp-image-167489" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/DM-Article-Images-1-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/DM-Article-Images-1-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/DM-Article-Images-1-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/DM-Article-Images-1-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/DM-Article-Images-1.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>The best thing about a phantom offer is that it’s a win/win scenario: </p> <ul><li><strong>Best case</strong>: You get conversions even before you create your lead magnet.</li> <li><strong>Worst case</strong>: You save resources by not creating a lead magnet no one wants. </li></ul> <h2 class="wp-block-heading">Remember, You’re On The Same Team </h2> <p>We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. </p> <p>Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single <a href="https://www.lean-labs.com/" target="_blank" rel="noreferrer noopener">growth team</a>, one cohesive front with a single goal: <strong>profitable customer acquisition</strong>.</p> <p>Interested in learning more about the growth marketing mindset? Check out the<a href="https://www.lean-labs.com/playbook" target="_blank" rel="noreferrer noopener"> Lean Labs Growth Playbook</a> that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.</p> <a href="https://img1.niftyimages.com/click/6y5/d3xh/0a7h"> <img decoding="async" src="https://img1.niftyimages.com/6y5/d3xh/0a7h"></a><p>The post <a href="https://www.digitalmarketer.com/blog/why-the-sales-team-hates-your-leads-and-how-to-fix-it/">Why The Sales Team Hates Your Leads (And How To Fix It)</a> appeared first on <a href="https://www.digitalmarketer.com">DigitalMarketer</a>.</p>]]></content:encoded> </item> <item> <title>Battling for Attention in the 2024 Election Year Media Frenzy</title> <link>https://www.digitalmarketer.com/blog/2024-election-year-advertising/</link> <dc:creator><![CDATA[Garrett Hardy]]></dc:creator> <pubDate>Thu, 18 Apr 2024 20:32:58 +0000</pubDate> <category><![CDATA[Blog]]></category> <category><![CDATA[Campaign Creation]]></category> <category><![CDATA[Digital Advertising]]></category> <category><![CDATA[Growth Marketing Resources]]></category> <category><![CDATA[Paid Media]]></category> <category><![CDATA[Campaign planning]]></category> <category><![CDATA[Consumer behavior]]></category> <category><![CDATA[Digital media landscape]]></category> <category><![CDATA[marketing trends]]></category> <category><![CDATA[media buying strategy]]></category> <category><![CDATA[Media strategy]]></category> <category><![CDATA[Political advertising]]></category> <guid isPermaLink="false">https://www.digitalmarketer.com/?p=167462</guid> <description><![CDATA[<p>Navigate the turbulent waters of 2024 election year advertising with our expert insights. Discover strategies to thrive amidst the digital campaign chaos and maximize ROI in this changing landscape.</p><p>The post <a href="https://www.digitalmarketer.com/blog/2024-election-year-advertising/">Battling for Attention in the 2024 Election Year Media Frenzy</a> appeared first on <a href="https://www.digitalmarketer.com">DigitalMarketer</a>.</p>]]></description> <content:encoded><![CDATA[<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/2-Ways-to-Take-Back-the-Power-in-Your-Business_-Part-2-lead-2-1-1024x576.jpg" alt="" class="wp-image-167465" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-Ways-to-Take-Back-the-Power-in-Your-Business_-Part-2-lead-2-1-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-Ways-to-Take-Back-the-Power-in-Your-Business_-Part-2-lead-2-1-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-Ways-to-Take-Back-the-Power-in-Your-Business_-Part-2-lead-2-1-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-Ways-to-Take-Back-the-Power-in-Your-Business_-Part-2-lead-2-1-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-Ways-to-Take-Back-the-Power-in-Your-Business_-Part-2-lead-2-1.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>As we march closer to the 2024 U.S. presidential election, CMOs and marketing leaders need to prepare for a significant shift in the digital advertising landscape. Election years have always posed unique challenges for advertisers, but the growing dominance of digital media has made the impact more profound than ever before. </p> <p>In this article, we’ll explore the key factors that will shape the advertising environment in the coming months and provide actionable insights to help you navigate these turbulent waters.</p> <h2 class="wp-block-heading">The Digital Battleground</h2> <p>The rise of cord-cutting and the shift towards digital media consumption have fundamentally altered the advertising landscape in recent years. As traditional TV viewership declines, political campaigns have had to adapt their strategies to reach voters where they are spending their time: on digital platforms.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/3-3-1024x576.jpg" alt="" class="wp-image-167468" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-3-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-3-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-3-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-3-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-3.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>According to a recent report by eMarketer, the number of cord-cutters in the U.S. is expected to reach 65.1 million by the end of 2023, representing a 6.9% increase from 2022. This trend is projected to continue, with the number of cord-cutters reaching 72.2 million by 2025.</p> <p>Moreover, a survey conducted by Pew Research Center in 2023 found that 62% of U.S. adults do not have a cable or satellite TV subscription, up from 61% in 2022 and 50% in 2019. This data further underscores the accelerating shift away from traditional TV and towards streaming and digital media platforms.</p> <p>As these trends continue, political advertisers will have no choice but to follow their audiences to digital channels. In the 2022 midterm elections, digital ad spending by political campaigns reached $1.2 billion, a 50% increase from the 2018 midterms. With the 2024 presidential election on the horizon, this figure is expected to grow exponentially, as campaigns compete for the attention of an increasingly digital-first electorate.</p> <p>For brands and advertisers, this means that the competition for digital ad space will be fiercer than ever before. As political ad spending continues to migrate to platforms like Meta, YouTube, and connected TV, the cost of advertising will likely surge, making it more challenging for non-political advertisers to reach their target audiences.</p> <p>To navigate this complex and constantly evolving landscape, CMOs and their teams will need to be proactive, data-driven, and willing to experiment with new strategies and channels. By staying ahead of the curve and adapting to the changing media consumption habits of their audiences, brands can position themselves for success in the face of the electoral advertising onslaught.</p> <h2 class="wp-block-heading">Rising Costs and Limited Inventory</h2> <p>As political advertisers flood the digital market, the cost of advertising is expected to skyrocket. CPMs (cost per thousand impressions) will likely experience a steady climb throughout the year, with significant spikes anticipated in May, as college students come home from school and become more engaged in political conversations, and around major campaign events like presidential debates.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/4-3-1024x576.jpg" alt="" class="wp-image-167470" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-3-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-3-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-3-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-3-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-3.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>For media buyers and their teams, this means that the tried-and-true strategies of years past may no longer be sufficient. Brands will need to be nimble, adaptable, and willing to explore new tactics to stay ahead of the game.</p> <h2 class="wp-block-heading">Black Friday and Cyber Monday: A Perfect Storm</h2> <p>The challenges of election year advertising will be particularly acute during the critical holiday shopping season. Black Friday and Cyber Monday, which have historically been goldmines for advertisers, will be more expensive and competitive than ever in 2024, as they coincide with the final weeks of the presidential campaign.</p> <p>To avoid being drowned out by the political noise, brands will need to start planning their holiday campaigns earlier than usual. Building up audiences and crafting compelling creative assets well in advance will be essential to success, as will a willingness to explore alternative channels and tactics. Relying on cold audiences come Q4 will lead to exceptionally high costs that may be detrimental to many businesses.</p> <h2 class="wp-block-heading">Navigating the Chaos</h2> <p>While the challenges of election year advertising can seem daunting, there are steps that media buyers and their teams can take to mitigate the impact and even thrive in this environment. Here are a few key strategies to keep in mind:</p> <p><strong>Start early and plan for contingencies:</strong> Begin planning your Q3 and Q4 campaigns as early as possible, with a focus on building up your target audiences and developing a robust library of creative assets. </p> <p>Be sure to build in contingency budgets to account for potential cost increases, and be prepared to pivot your strategy as the landscape evolves.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/5-2-1024x576.jpg" alt="" class="wp-image-167469" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-2-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-2-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-2-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-2-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-2.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p><strong>Embrace alternative channels:</strong> Consider diversifying your media mix to include channels that may be less impacted by political ad spending, such as influencer marketing, podcast advertising, or sponsored content. Investing in owned media channels, like email marketing and mobile apps, can also provide a direct line to your customers without the need to compete for ad space. </p> <p>Owned channels will be more important than ever. Use cheaper months leading up to the election to build your email lists and existing customer base so that your BF/CM can leverage your owned channels and warm audiences.</p> <p><strong>Craft compelling, shareable content:</strong> In a crowded and noisy advertising environment, creating content that resonates with your target audience will be more important than ever. Focus on developing authentic, engaging content that aligns with your brand values and speaks directly to your customers’ needs and desires. </p> <p>By tapping into the power of emotional triggers and social proof, you can create content that not only cuts through the clutter but also inspires organic sharing and amplification.</p> <h2 class="wp-block-heading">Reflections</h2> <p>The 2024 election year will undoubtedly bring new challenges and complexities to the world of digital advertising. But by staying informed, adaptable, and strategic in your approach, you can navigate this landscape successfully and even find new opportunities for growth and engagement.</p> <p>As a media buyer or agnecy, your role in steering your brand through these uncharted waters will be critical. By starting your planning early, embracing alternative channels and tactics, and focusing on creating authentic, resonant content, you can not only survive but thrive in the face of election year disruptions.</p> <p>So while the road ahead may be uncertain, one thing is clear: the brands that approach this challenge with creativity, agility, and a steadfast commitment to their customers will be the ones that emerge stronger on the other side.</p> <a href="https://img1.niftyimages.com/click/6y5/d3xh/0a7h"> <img decoding="async" src="https://img1.niftyimages.com/6y5/d3xh/0a7h"></a><p>The post <a href="https://www.digitalmarketer.com/blog/2024-election-year-advertising/">Battling for Attention in the 2024 Election Year Media Frenzy</a> appeared first on <a href="https://www.digitalmarketer.com">DigitalMarketer</a>.</p>]]></content:encoded> </item> <item> <title>How Standardizing Your Sales Process Boosts Overall Conversion</title> <link>https://www.digitalmarketer.com/blog/sales-process-boosts-overall-conversion/</link> <dc:creator><![CDATA[Frank Cowell]]></dc:creator> <pubDate>Tue, 16 Apr 2024 19:43:05 +0000</pubDate> <category><![CDATA[Blog]]></category> <category><![CDATA[Boost Conversions]]></category> <category><![CDATA[Conversion Optimization]]></category> <category><![CDATA[Growth Marketing Resources]]></category> <category><![CDATA[Management]]></category> <category><![CDATA[Marketing Management]]></category> <category><![CDATA[Business development]]></category> <category><![CDATA[Business differentiation]]></category> <category><![CDATA[Business growth]]></category> <category><![CDATA[Contract negotiation]]></category> <category><![CDATA[customer acquisition]]></category> <category><![CDATA[Lead qualification]]></category> <category><![CDATA[marketing strategy]]></category> <category><![CDATA[Negotiation tactics]]></category> <category><![CDATA[Presentation skills]]></category> <category><![CDATA[Sales pipeline management]]></category> <category><![CDATA[Sales process]]></category> <category><![CDATA[Sales strategy]]></category> <category><![CDATA[Sales team management]]></category> <category><![CDATA[Sales techniques]]></category> <category><![CDATA[Sales training]]></category> <category><![CDATA[Stakeholder engagement]]></category> <category><![CDATA[Systematic approach]]></category> <category><![CDATA[Value proposition]]></category> <guid isPermaLink="false">https://www.digitalmarketer.com/?p=167416</guid> <description><![CDATA[<p>Learn about the five key stages of the Systematic Sales Process™, from evaluation to negotiation, and how it can help you consistently win business at premium prices. Register for free training today!</p><p>The post <a href="https://www.digitalmarketer.com/blog/sales-process-boosts-overall-conversion/">How Standardizing Your Sales Process Boosts Overall Conversion</a> appeared first on <a href="https://www.digitalmarketer.com">DigitalMarketer</a>.</p>]]></description> <content:encoded><![CDATA[<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/DM-Article-Images-1024x576.jpg" alt="" class="wp-image-167417" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/DM-Article-Images-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/DM-Article-Images-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/DM-Article-Images-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/DM-Article-Images-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/DM-Article-Images.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Let’s face it—it does no good to build a funnel and spend zero time optimizing for conversion. That’s a no-brainer, right?</p> <p>But, how many of you are working closely with your head of sales to ensure that the opportunities you help generate actually convert into paying clients? Ultimately, if you want to be seen as a successful marketer, you’re going to have to show that marketing is driving sales.</p> <p>Now, the challenge is that in today’s commoditized world, sales teams often struggle to stand out from the crowd. As a result, closed won rates plummet, and organizations find it challenging to demonstrate to prospects how their total value proposition is the clear winner against all of the other competitors.</p> <p>To make matters worse, many organizations rely on “super hero” sales people or even the founder to close deals. This approach is not sustainable or scalable. You can’t build a successful sales team if you’re constantly relying on a select few individuals to bring in all of the business.</p> <p>The solution to this problem is a sales process that follows a standardized approach while also creating clear differentiation with prospects at the same time. By implementing a systematic sales process, you can scale your sales efforts beyond just the founders and “super heroes.” This will lead to higher closed won rates and higher gross profit margins, as you’ll be able to win at premium prices.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/2-2-1024x576.jpg" alt="" class="wp-image-167419" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-2-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-2-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-2-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-2-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-2.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>The benefits of a systematic sales process are clear. You’ll be able to scale the process beyond founders and “super heroes,” achieve higher closed won rates, and enjoy higher gross profit margins as you’re now able to win at premium prices.</p> <p>When I implemented a systematic sales process in my former agency, I was able to consistently have 60-70% closed won rates, even when I had zero involvement in deals. This is the power of a well-designed sales process. In fact, I standardized this process and called it the Systematic Sales Process<img src="https://s.w.org/images/core/emoji/14.0.0/72x72/2122.png" alt="™" class="wp-smiley" style="height: 1em; max-height: 1em;" />.</p> <p>So, what does a Systematic Sales Process<img src="https://s.w.org/images/core/emoji/14.0.0/72x72/2122.png" alt="™" class="wp-smiley" style="height: 1em; max-height: 1em;" /> look like? Here are the five stages:</p> <h2 class="wp-block-heading">Stage 1: Evaluation</h2> <p>In this stage, you’ll have a 30-45 minute call with your prospect. The goal of this call is to point your prospect in the right direction—it’s not to “make a sale.” The reason we want to take this approach is that many prospects are likely not a good fit for your firm, so let’s not assume that every first call is an “opportunity.” That’s why we call this call the “Evaluation”—you want to evaluate whether or not you can help your prospect, whether or not they align with your requirements, and whether or not they are ready to move forward. We call this “two-way qualification.”</p> <p>It’s not uncommon to reach the middle-to-end of the call and determine that your prospect, in fact, needs someone or something else other than you!</p> <p><em>IMPORTANT: You should NOT move anyone beyond this point unless you have full alignment.</em></p> <p>Do this stage right and you will ensure that your pipeline is real.</p> <h2 class="wp-block-heading">Stage 2: Discovery</h2> <p>After you have alignment with your prospect from the Evaluation call, you’ll engage them and their team in a 60-120 minute Discovery meeting.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/4-2-1024x576.jpg" alt="" class="wp-image-167420" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-2-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-2-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-2-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-2-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-2.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>The key in this meeting is to have a strong business conversation and less of a tactical conversation related to what you do. You’re looking to create paradigm shifts with key stakeholders on your prospect’s side. You want them to leave the meeting thinking about their problem in a completely different way and with a sense of excitement about the potential of moving from where they are now to where they want to be.</p> <p><em>IMPORTANT: You want to ensure critical stakeholders are present for this meeting, as they’ve agreed-to in the Evaluation call (this is non-negotiable), to whatever degree you require for your process.</em></p> <p>Do this stage right and you will sub-consciously win the business.</p> <h2 class="wp-block-heading">Stage 3: Plan</h2> <p>In this stage, you’ll collaborate with your main point of contact to develop your plan. That said, be a leader and show them what needs to be done to achieve their desired outcome, then discuss how you can divide and conquer together. Don’t treat this as a “pick from a menu” excercise.</p> <p>This collaborative approach to developing your plan helps your main point of contact see your plan as their plan, too. This increases the odds that they will be a champion for you.</p> <p><em>IMPORTANT: During these dicsussions, be sure to have them help you avoid “land mines”—things that could lose the business for you.</em></p> <p>Do this stage right and you will eliminate surprises at the next stage (Presentation).</p> <h2 class="wp-block-heading">Stage 4: Presentation</h2> <p>You’re now ready to present and officially win the business during a 60-90 minute meeting. That siad, do not call your plan a “Proposal”! Instead, give it a specific title that speaks to their goals (e.g. “How ACME Corp Can Drive 17% More Revenue Through Conversion Rate Optimization”).</p> <p>Your presentation should tell a “story” that includes:</p> <ul><li>Their Vision</li> <li>Their Goals & Objectives</li> <li>Their Challenges</li> <li>How to Win (Strategy)</li> <li>Highlights (Tactics)</li> <li>Required Commitments (Their time, money, and resources to make this plan a success)</li> <li>Expected Results (ROI!)</li> <li>Why Your Firm</li></ul> <p>After you present, answer any questions they have and when their questions are done, ASK FOR THE SALE.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/3-2-1024x576.jpg" alt="" class="wp-image-167421" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-2-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-2-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-2-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-2-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-2.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p><em>IMPORTANT: You want to ensure critical stakeholders are present for this meeting, as they’ve agreed-to in the Evaluation call (this is non-negotiable), to whatever degree you require for your process.</em></p> <p>Do this stage right and you will differentiate your firm.</p> <h2 class="wp-block-heading">Stage 5: Negotiation</h2> <p>Finally, you’re ready to provde the contract and negotiate, but don’t give this until they’ve given you the “verbal” that you have won the business. The reason you do this is to make sure that you’ve wont the business based on the material things before the prospect starts nit-picking your contract scope. That said, be clear about what you will do and what you won’t do.</p> <p>Additionally, your standard terms and conditions will accompnay the scope. You want to know up-front the terms and conditions you will bend on and the ones you won’t bend on. You don’t want to make a decision about an important term and/or condition during the emotion of trying to ink a deal. Knowing up-front your points of negotiation will help you make logical decisions in the heat of the moment.</p> <p>Do this stage right and you will set up your team for success.If you’d like to learn more about how to grow your firm using a Systematic Sales Process<img src="https://s.w.org/images/core/emoji/14.0.0/72x72/2122.png" alt="™" class="wp-smiley" style="height: 1em; max-height: 1em;" />, register for Frank’s <a href="http://www.revenueranch.com/systematic-sales-process-training?utm_channel=Inbound&utm_source=DigitalMarketer&utm_medium=Referral+Traffic&utm_campaign=Growth&utm_content=Systematic+Sales+Process" target="_blank" rel="noreferrer noopener">free Systematic Sales Process<img src="https://s.w.org/images/core/emoji/14.0.0/72x72/2122.png" alt="™" class="wp-smiley" style="height: 1em; max-height: 1em;" /> training</a> today!</p> <a href="https://img1.niftyimages.com/click/6y5/d3xh/0a7h"> <img decoding="async" src="https://img1.niftyimages.com/6y5/d3xh/0a7h"></a><p>The post <a href="https://www.digitalmarketer.com/blog/sales-process-boosts-overall-conversion/">How Standardizing Your Sales Process Boosts Overall Conversion</a> appeared first on <a href="https://www.digitalmarketer.com">DigitalMarketer</a>.</p>]]></content:encoded> </item> <item> <title>2 Ways to Take Back the Power in Your Business: Part 2</title> <link>https://www.digitalmarketer.com/blog/2-ways-to-take-back-the-power-in-your-business-part-2/</link> <dc:creator><![CDATA[Christene Marie]]></dc:creator> <pubDate>Mon, 08 Apr 2024 17:37:48 +0000</pubDate> <category><![CDATA[Blog]]></category> <category><![CDATA[Content Marketing]]></category> <category><![CDATA[Ecommerce]]></category> <category><![CDATA[Entrepreneur Interviews]]></category> <category><![CDATA[Marketing Agencies]]></category> <category><![CDATA[Marketing Management]]></category> <category><![CDATA[SEO]]></category> <category><![CDATA[Social]]></category> <category><![CDATA[Social Media]]></category> <category><![CDATA[Social Media Marketing]]></category> <category><![CDATA[Bottom line]]></category> <category><![CDATA[Business control]]></category> <category><![CDATA[business strategy]]></category> <category><![CDATA[Competition]]></category> <category><![CDATA[Customer relations]]></category> <category><![CDATA[entrepreneurship]]></category> <category><![CDATA[goal setting]]></category> <category><![CDATA[leadership]]></category> <category><![CDATA[Marketing]]></category> <category><![CDATA[Self-awareness]]></category> <guid isPermaLink="false">https://www.digitalmarketer.com/?p=167389</guid> <description><![CDATA[<p>Discover how to reclaim control of your business with insightful strategies to navigate competition, colleagues, and customer demands.</p><p>The post <a href="https://www.digitalmarketer.com/blog/2-ways-to-take-back-the-power-in-your-business-part-2/">2 Ways to Take Back the Power in Your Business: Part 2</a> appeared first on <a href="https://www.digitalmarketer.com">DigitalMarketer</a>.</p>]]></description> <content:encoded><![CDATA[<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/2-Ways-to-Take-Back-the-Power-in-Your-Business_-Part-2-lead-2-1024x576.jpg" alt="" class="wp-image-167399" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-Ways-to-Take-Back-the-Power-in-Your-Business_-Part-2-lead-2-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-Ways-to-Take-Back-the-Power-in-Your-Business_-Part-2-lead-2-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-Ways-to-Take-Back-the-Power-in-Your-Business_-Part-2-lead-2-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-Ways-to-Take-Back-the-Power-in-Your-Business_-Part-2-lead-2-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-Ways-to-Take-Back-the-Power-in-Your-Business_-Part-2-lead-2.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Before we dive into the second way to assume power in your business, let’s revisit Part 1. </p> <p><strong>Who informs your marketing strategy? </strong></p> <p>YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? </p> <ul><li><span style="text-decoration: underline;">Competitors</span>: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.</li> <li><span style="text-decoration: underline;">Colleagues</span>: Their tried-and-true proven tactics or lessons learned.</li> <li><span style="text-decoration: underline;">Customers</span>: Their calls, requests, and ideas. </li></ul> <p>Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. </p> <p>It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. </p> <p>It is one thing to learn from and entirely another to be controlled by. </p> <p>In Part 1, we explored how knowing what we want is critical to regaining power.</p> <p>1) Knowing what you want protects the bottom line.</p> <p>2) Knowing what you want protects you from the 3 Cs. </p> <p>3) Knowing what you want protects you from running on auto-pilot.</p> <p><a href="https://www.digitalmarketer.com/blog/2-ways-to-take-back-the-power-in-your-business-part-1/" target="_blank" rel="noreferrer noopener">You can read Part 1 here</a>; in the meantime, let’s dive in! </p> <h2 class="wp-block-heading"><em>How to Regain Control of Your Business: </em><em>Knowing Who You Are</em></h2> <p>Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. </p> <p>Consider the diagram below.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/2-1-1024x576.jpg" alt="" class="wp-image-167391" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-1-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-1-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-1-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-1-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-1.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Vertical alignment is the state of internal <em>being</em> centered with who you are at your core. </p> <p>Horizontal alignment is the state of external <em>doing</em> engaged with the world around you.</p> <p>In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. </p> <p>From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. </p> <p>A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. </p> <p>Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. </p> <h3 class="wp-block-heading">1) Knowing who You are Protects You from Horizontal Voices. </h3> <p>The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. </p> <p>I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. </p> <p>I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. </p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/3-1-1024x576.jpg" alt="" class="wp-image-167393" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-1-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-1-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-1-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-1-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-1.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” </p> <p>At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.</p> <p>Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. </p> <p>Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.</p> <p>Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. </p> <p>Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. </p> <h3 class="wp-block-heading">2) Knowing who You are Protects You from Reactivity.</h3> <p>Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. </p> <p>This does not mean you do not adjust tactics or learn. </p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/4-1-1024x576.jpg" alt="" class="wp-image-167394" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-1-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-1-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-1-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-1-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-1.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:</p> <p><em>First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?</em></p> <p>If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” </p> <ul><li>What are their outcomes? </li> <li>What metrics are they tracking for success? </li> <li>What is their bottom line against yours? </li> <li>How do newsletters fit into their strategy and stage(s) of the customer journey? </li></ul> <p>Always consider your historical track record of success first and foremost. </p> <p>Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? </p> <p>Operate with your head up and your eyes open. </p> <p>Maintain focus on <em>your</em> bottom line and ask questions. Revisit your data, and don’t just take their word for it. </p> <p><em><strong>2. Am I allocating time in my schedule?</strong></em></p> <p>I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. </p> <p>He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. </p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/5-1-1024x576.jpg" alt="" class="wp-image-167395" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-1-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-1-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-1-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-1-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-1.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Especially for senior leaders or business owners, but even still for junior staff. </p> <p>The time and space to <em>be</em> fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. </p> <p><a href="https://www.digitalmarketer.com/author/kasim-aslam/" target="_blank" rel="noreferrer noopener">Kasim Aslam</a>, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. </p> <p>“Create three buckets,” he said. “Organize them by the following:</p> <ul><li>Tasks that Generate Revenue</li> <li>Tasks that Cost Me Money</li> <li>Tasks that Didn’t Earn Anything”</li></ul> <p>He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. </p> <p>Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. </p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/6-1-1024x576.jpg" alt="" class="wp-image-167396" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-1-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-1-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-1-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-1-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-1.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. </p> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p></p> <p><em>ACTION</em>: Analyze your calendar’s last 30-60 days against the list above. </p> <p>Include what is life-giving! </p> <p>How are you spending your time? What is the data showing you? Are you on the path to achieving <em>what</em> you want and living in alignment with <em>who</em> you want to be?</p> <p>Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. </p> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p></p> <p>Finally, remember: If you will not protect your time, no one else will. </p> <h3 class="wp-block-heading">3) Knowing who You are Protects You from Lack. </h3> <p>“What are you proud of?” someone asked me last year. </p> <p>“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” </p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/8-1-1024x576.jpg" alt="" class="wp-image-167397" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/8-1-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/8-1-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/8-1-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/8-1-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/8-1.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>They looked at me in shock. “You need to read <em>The Gap And The Gain</em>.”</p> <p>I silently rolled my eyes.</p> <p>I already knew the premise of the book, or I thought I did. I mused: <em>My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. </em></p> <p>But I acquiesced. </p> <p>The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.</p> <p>Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.</p> <p>The book opens with the following story:</p> <p>Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. </p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/7-1-1024x576.jpg" alt="" class="wp-image-167398" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/7-1-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/7-1-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/7-1-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/7-1-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/7-1.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>The 1994 Olympics were the last of his career. He had one more shot.</p> <p>Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.</p> <p>He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. </p> <p>This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. </p> <p>Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. </p> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p></p> <p><em>PERSONAL ACTION: </em>Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. </p> <p>Look at how far you’ve come. </p> <p><em>COMPANY ACTION:</em> Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? </p> <p>Celebrate the gain!</p> <p>Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.</p> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p></p> <p>Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). </p> <p>Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. </p> <div class="wp-block-media-text alignwide is-vertically-aligned-center has-pale-ocean-gradient-background has-background" style="grid-template-columns:25% auto"><figure class="wp-block-media-text__media"><img loading="lazy" decoding="async" width="300" height="246" src="https://www.digitalmarketer.com/wp-content/uploads/2022/02/ContentCertification_Header1-300x246.png" alt="Content Marketing Certification" class="wp-image-156628 size-thumbnail"/></figure><div class="wp-block-media-text__content"><div class="wp-block-group is-layout-flow wp-block-group-is-layout-flow" style="padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em"><div class="wp-block-group__inner-container"><p><strong>Want to get certified in Content Marketing?</strong></p> <p class="has-medium-font-size" style="line-height:1.2">Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing. <a href="https://www.digitalmarketer.com/certifications/content-marketing-mastery/">Click Here</a></p></div></div></div></div> <p></p> <p>Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. </p> <h2 class="wp-block-heading">In Conclusion…</h2> <p>Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.</p> <p>Final thoughts as we wrap up: </p> <p><em>First, identify the root issue(s).</em></p> <p>Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.</p> <p><em>Second, align vertically.</em></p> <p>Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. </p> <p><em>Third, keep the bottom line in view.</em></p> <p>Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. </p> <p><em>Fourth, maintain your mindsets.</em></p> <p>Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.</p> <p><em>Fifth, maintain humility.</em></p> <p>I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.</p> <p>Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. </p> <p>The power lies with you and me.</p> <a href="https://img1.niftyimages.com/click/6y5/d3xh/0a7h"> <img decoding="async" src="https://img1.niftyimages.com/6y5/d3xh/0a7h"></a><p>The post <a href="https://www.digitalmarketer.com/blog/2-ways-to-take-back-the-power-in-your-business-part-2/">2 Ways to Take Back the Power in Your Business: Part 2</a> appeared first on <a href="https://www.digitalmarketer.com">DigitalMarketer</a>.</p>]]></content:encoded> </item> <item> <title>12 Facebook Ad Metrics Worth Your Attention</title> <link>https://www.digitalmarketer.com/blog/12-facebook-ad-metrics-worth-your-attention/</link> <dc:creator><![CDATA[DigitalMarketer]]></dc:creator> <pubDate>Thu, 04 Apr 2024 16:11:26 +0000</pubDate> <category><![CDATA[Analytics & Data]]></category> <category><![CDATA[Blog]]></category> <category><![CDATA[Digital Advertising]]></category> <category><![CDATA[Facebook]]></category> <category><![CDATA[Social Media]]></category> <category><![CDATA[Advertising Metrics]]></category> <category><![CDATA[Business Metrics]]></category> <category><![CDATA[Campaign Optimization]]></category> <category><![CDATA[digital marketing]]></category> <category><![CDATA[facebook ads]]></category> <category><![CDATA[Marketing Analytics]]></category> <category><![CDATA[marketing strategy]]></category> <category><![CDATA[paid advertising]]></category> <category><![CDATA[ROI Measurement]]></category> <category><![CDATA[social media advertising]]></category> <guid isPermaLink="false">https://www.digitalmarketer.com/?p=167373</guid> <description><![CDATA[<p>Discover the essential Facebook Ad metrics crucial for maximizing your campaign's success. Avoid common pitfalls, understand the true value of data, and learn how to integrate insights from various platforms for a comprehensive understanding of your digital marketing efforts.</p><p>The post <a href="https://www.digitalmarketer.com/blog/12-facebook-ad-metrics-worth-your-attention/">12 Facebook Ad Metrics Worth Your Attention</a> appeared first on <a href="https://www.digitalmarketer.com">DigitalMarketer</a>.</p>]]></description> <content:encoded><![CDATA[<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/2-1024x576.jpg" alt="" class="wp-image-167377" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/2.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p><em>Did you know there are about 200 Facebook Ad metrics? That’s way too much to keep your eyes on. A smarter approach is to focus on a few metrics and ignore the rest until you need them. But how do you know which ones are really worth your constant attention? Let’s find out…</em></p> <h2 class="wp-block-heading">Every Facebook Advertiser Struggles with Metrics</h2> <p>You are not the only one who is lost in the maze of Facebook ad metrics. Every day, my team at <a href="https://measurementmarketing.io" target="_blank" rel="noreferrer noopener">MeasurementMarketing.io</a> answers dozens of questions from business owners and agencies about this topic.</p> <ul><li>I read somewhere that metric X is important but is that true?</li> <li>Why would I even track metric Y?</li> <li>Can I really ignore metric Z? </li></ul> <p>These kinds of questions are important, but they are often asked at the wrong moment. </p> <p>The key to understanding which Facebook Ad metrics matter the most to you, is to see them as possible answers to questions you have about Facebook campaigns.</p> <p>Let’s dive in…</p> <h2 class="wp-block-heading">Are my Facebook Campaigns Profitable?</h2> <p>Paid ads are like an investment. You pour money into ads and hope that you will get more money back. </p> <p>But like any other investment, there is a difference between hope and reality. </p> <p>One metric in Facebook Ads Manager will partially answer whether your ads are performing as you had hoped.</p> <h3 class="wp-block-heading">Return On Ad Spend (ROAS)</h3> <p>This metric tells you how much money you get back from every dollar you spent on Facebook ads. </p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/3-1024x576.jpg" alt="" class="wp-image-167379" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/3.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>It is calculated with the following formula:</p> <p><em>Revenue / Ad spend</em></p> <p>For example: (your revenue) $1,000 / $500 (spent on ads) = ROAS 2</p> <p>That means that for every dollar you spent on Facebook ads, the platform generated $2 revenue. </p> <p>All that sounds great, but keep the following in mind:</p> <ul><li>Revenue and profit are different things. So, you will have to do your own calculations to find out if your Facebook ads are actually making profit for you.</li> <li>To calculate the real <em>Return On Investment</em> (ROI) of Facebook paid campaigns, you need to include costs for setting up and managing your ads. </li> <li>This metric is especially useful to ecommerce stores because they sell directly and know for which price. For service providers, ROAS is harder to calculate because it is hard to assign a price for someone who, for example, signs up to a newsletter. </li> <li>Facebook knows a lot about you, but you need to assign values to conversions. I cover that a bit further below. </li></ul> <h2 class="wp-block-heading">How Much do My Facebook Ads Cost?</h2> <p>Running ads costs money. To keep track of how much, you can use over 60 Facebook Ad metrics. Here are some interesting ones that can give you valuable insights.</p> <h3 class="wp-block-heading">Amount Spent</h3> <p>This metric tells you how much money you have already spent on a Facebook ad or campaign. </p> <p>Although you can set daily budgets to keep your budget under control, it is absolutely worth checking this metric regularly. If the amount is low, for example, that can mean nobody is seeing or clicking on your ads. </p> <h3 class="wp-block-heading">Cost Per Mille (CPM)</h3> <p>This metric answers the question how much it costs to show your ad 1,000 times. If you run awareness campaigns, it is useful for two reasons:</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/4-1024x576.jpg" alt="" class="wp-image-167380" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/4.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <ul><li>CPM is a metric that is used by other ad platforms or websites that sell advertising space. It makes it easy to compare the price to advertise on different platforms. On the other hand, it doesn’t tell anything about how profitable the ads are. </li> <li>The CPM also lets advertisers easily compare the cost of different campaigns on the same platform. If, for example, the CPM for one Facebook campaign is $10 and $5 for another, it is worth diving deeper to understand what causes this price difference. Is it because of the timing? The copy of the ad? The audience? The frequency? Etc.</li></ul> <h3 class="wp-block-heading">Cost Per Impression</h3> <p>This metric tells you how much every impression of an ad on Facebook costs you. It is not a very important one from the digital marketer’s helicopter point of view. </p> <div class="wp-block-media-text alignwide is-vertically-aligned-center has-pale-ocean-gradient-background has-background" style="grid-template-columns:25% auto"><figure class="wp-block-media-text__media"><img loading="lazy" decoding="async" width="280" height="313" src="https://www.digitalmarketer.com/wp-content/uploads/2022/06/customer-acquisition-badge.png" alt="Paid Traffic Mastery" class="wp-image-160865 size-thumbnail" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2022/06/customer-acquisition-badge.png 280w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2022/06/customer-acquisition-badge-268x300.png 268w" sizes="(max-width: 280px) 100vw, 280px" /></figure><div class="wp-block-media-text__content"><div class="wp-block-group is-layout-flow wp-block-group-is-layout-flow" style="padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em"><div class="wp-block-group__inner-container"><p style="font-size:18px"><strong>The Industry’s Most Comprehensive Paid Traffic Certification For The Post-Privacy World</strong></p> <p>Overcome iOS updates, crumbling campaigns, and surging ad costs by mastering the most cutting-edge media buying strategies from the top traffic experts in the game today.</p> <p style="font-size:18px;line-height:1.2"> <a href="https://www.digitalmarketer.com/certifications/social-media-mastery/" target="_blank" rel="noreferrer noopener">Click here</a></p></div></div></div></div> <p></p> <p>But I included it anyway to illustrate that Facebook has metrics that can give answers to more complicated questions you didn’t come up with before. </p> <p>Prices per unit also put things in a different perspective. Knowing that every bite you take from, let’s say a Philly Cheesesteak (Can you tell I’m from Philly?!?), costs you 0.25 cents, may either spoil or add more taste to your meal. </p> <h3 class="wp-block-heading">Cost Per Click (CPC)</h3> <p>Facebook has two metrics for clicks. CPC links are more important than CPC All, because it tells you how much a link to your landing page costs. A click that is, for example, included in CPC All is when someone clicks to see more of your ad copy. </p> <p>CPCs fluctuate and the price Facebook charges you depends on factors such as timing, audience size, the services or products you promote, and so on. </p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/5-1024x576.jpg" alt="" class="wp-image-167381" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/5.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Yet, the CPC is a powerful metric that is worth keeping your eyes on:</p> <ul><li>It gives you a clear idea of how cheap or expensive clicks to your site or web shop are.If, for example, you pay $10 per click to sell a $3 product, it may be time to rethink your paid advertising strategy completely. </li> <li>A high CPC may also be a sign that your landing page has an issue. I will get back to that further below. </li> <li>CPC is also a useful metric to compare the performance of campaigns over time, or to find out which ads are repeatable or need optimization. </li></ul> <h3 class="wp-block-heading">Cost Per Action (CPA)</h3> <p>Ideally, people take action when they see your Facebook ad. That can, for instance, be a click to your landing page, watching a video, sharing your page, and so on. </p> <p>The CPA metric shows you how much these actions cost. It is also good to:</p> <ul><li>Use the CPA as an internal benchmark. Simply put: if you can decrease it, you will get more at a lower cost. </li> <li>Compare the CPAs of different actions. If you take the bigger picture into account, it may turn out that you have been running ads to trigger people to take actions that don’t boost your business.</li></ul> <h3 class="wp-block-heading">Cost Per Conversion</h3> <p>Another metric that is definitely worth your attention is the Cost Per Conversion. If you know, for example, that your paid ads cost you $5 for someone to add a product to the shopping cart, that will give you a good idea whether the campaign is profitable or requires fine-tuning. </p> <h2 class="wp-block-heading">Do My Facebook Ads Actually Contribute to My Goals?</h2> <p>The best way to find out if your Facebook ads help you actually achieve your campaign goals is to look at conversion metrics. </p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1920" height="1080" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/6-1024x576.jpg" alt="" class="wp-image-167382" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/6.jpg 1920w" sizes="(max-width: 1920px) 100vw, 1920px" /></figure> <p>Conversions are important actions that people take, like adding a product to the basket, filling in a form, signing up for a trial account, and so on.</p> <h3 class="wp-block-heading">Conversion Rate</h3> <p>The conversion rate is the percentage of people who click on your ad and do what you want them to do. Let’s assume 100 people click on your product ad and 50 of them add the product to your cart, the conversion rate will be 50%.</p> <p>That may sound exciting, but if none of them actually buys your product, the conversion rate for your sales goal will be 0%.</p> <p>It is therefore important to think about your goals and conversions before you dive into metrics. </p> <h2 class="wp-block-heading">How Much Value do My Facebook Ads Generate?</h2> <p>In Facebook Ads, you can assign a ton of conversion values for every goal you want to achieve.</p> <p>Even if you don’t sell products or courses online, you may profit from assigning a value to conversions, like the <em>Contact conversion value </em>or <em>Leads Conversion Value.</em></p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/7-1024x576.jpg" alt="" class="wp-image-167383" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/7-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/7-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/7-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/7-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/7.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <h3 class="wp-block-heading">Total Conversion Value</h3> <p>The total conversion value is self-explanatory. But it can also be misleading. If you define, for example, a Content views conversion Value or App activations conversion value, you may get a total skewed version of what your conversions actually are worth. </p> <h2 class="wp-block-heading">Is My Facebook Target Audience Even Interested in My Ads?</h2> <p>Although Facebook is a great advertising platform to reach your ideal audience, your ads may not be appealing to them. The following metrics can help you find that out quickly.</p> <h3 class="wp-block-heading">CTR (Click Through Rate)</h3> <p>The click through rate metrics is the calculated percentage of clicks compared to how many times your ad was displayed.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/8-1024x576.jpg" alt="" class="wp-image-167384" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/8-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/8-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/8-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/8-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/8.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>If, for example, your ad was shown 1,000 times and the link to your site was clicked 10 times, your CTR is 1%. </p> <p>The toughest part is to decide whether your CTR is good or bad. One way to know this is to run several ads simultaneously and see which one has the highest CTR. </p> <p>But this approach is risky too. A higher CTR <em>may not result in higher conversions.</em></p> <h3 class="wp-block-heading">Relevance Score</h3> <p>Facebook assigns a relevance score between 1 and 10 to your ads. The higher the score, the more relevant the ad is for your audience, according to Facebook.</p> <p>Ads can break or make your campaigns. A picture, the copy, but also how many times it is shown are all details that can make or break your campaign. The following metrics help you better understand how your ads are doing.</p> <div class="wp-block-media-text alignwide is-vertically-aligned-center has-pale-ocean-gradient-background has-background" style="grid-template-columns:25% auto"><figure class="wp-block-media-text__media"><img loading="lazy" decoding="async" width="283" height="285" src="https://www.digitalmarketer.com/wp-content/uploads/2022/02/OptimizationTesting.png" alt="" class="wp-image-155555 size-thumbnail" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2022/02/OptimizationTesting.png 283w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2022/02/OptimizationTesting-150x150.png 150w" sizes="(max-width: 283px) 100vw, 283px" /></figure><div class="wp-block-media-text__content"><div class="wp-block-group is-layout-flow wp-block-group-is-layout-flow" style="padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em"><div class="wp-block-group__inner-container"><p style="font-size:18px"><strong>Conversion Rate Optimization Expert</strong></p> <p>FACT: Businesses NEED Optimization Experts (…Who Actually Know What They’re Doing) All businesses need a way to optimize the traffic they’re already getting to generate more leads and more sales.</p> <p style="font-size:18px;line-height:1.2"> <a href="https://www.digitalmarketer.com/certifications/social-media-mastery/" target="_blank" rel="noreferrer noopener">Click here</a></p></div></div></div></div> <p></p> <h3 class="wp-block-heading">Ad Frequency</h3> <p>This metric tells you how many times the ad has been displayed on average in the Facebook feed of your target audience. </p> <p>Mind that this metric can mean many different things depending on the type of campaign you are running.</p> <ul><li>With brand awareness campaigns, you can show your ad more before people get tired of it.</li> <li>If you are running a lead gen campaign, people usually get annoyed when they see the same ad too many times in a short period of time. </li></ul> <p>The list of metrics will help answer the important questions you, your business or customers have about paid marketing campaigns on Facebook</p> <p>Alas, these metrics cannot give all the answers you need to run successful paid campaigns… </p> <h2 class="wp-block-heading">The 4 Biggest Mistakes Facebook Advertisers can Make</h2> <p>The MeasurementMarketing.io team has taught and supported hundreds of businesses with measuring and optimizing their marketing campaigns for success. </p> <p>There are 4 mistakes that keep returning and I figured it’s worth dropping them here so you won’t need to make these mistakes yourself…</p> <h3 class="wp-block-heading">Mistake 1: Misunderstanding Metrics</h3> <p>Like any other industry, digital marketing is filled with jargon. It’s easy to misunderstand what something is and is not.</p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/9-1024x576.jpg" alt="" class="wp-image-167385" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/9-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/9-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/9-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/9-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/9.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Metrics are often confused with: </p> <ul><li>Business goals </li> <li>Key Performance Indicators (KPIs)</li> <li>Dimensions</li> <li>Segments</li></ul> <p>Metrics are just the numbers you add, subtract, multiply, and divide.<br><br>Dimensions, on the other hand, are how you sort those numbers.<br><br>For example, you might have a “Dimension” that is the Traffic Source and then the “Metric” might be the number of users from that traffic source.</p> <p>Always remember though, you’ll always first start with a question in mind and then you jump into the data to find the answer (never the other way around!).</p> <h3 class="wp-block-heading">Mistake 2: Ignoring Data from Facebook </h3> <p>Most businesses understand that data is important. But in two situations, it is tough to make data-driven decisions.</p> <p><strong>Analysis Paralysis</strong></p> <p>Facebook Ad Manager contains a lot of data, but that is often overwhelming. Not all businesses have the know-how or resources to even look at numbers, charts, graphs and therefore simply ignore them.</p> <div class="wp-block-media-text alignwide is-vertically-aligned-center has-background" style="background:linear-gradient(135deg,rgb(254,205,165) 0%,rgb(254,45,45) 100%,rgb(107,0,62) 100%);grid-template-columns:25% auto"><figure class="wp-block-media-text__media"><img loading="lazy" decoding="async" width="304" height="304" src="https://www.digitalmarketer.com/wp-content/uploads/2022/02/AnalyticsData-735edd8d.png" alt="" class="wp-image-155548 size-thumbnail" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2022/02/AnalyticsData-735edd8d.png 304w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2022/02/AnalyticsData-735edd8d-300x300.png 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2022/02/AnalyticsData-735edd8d-150x150.png 150w" sizes="(max-width: 304px) 100vw, 304px" /></figure><div class="wp-block-media-text__content"><div class="wp-block-group is-layout-flow wp-block-group-is-layout-flow" style="padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em"><div class="wp-block-group__inner-container"><p style="font-size:18px"><strong>Become a Certified Analytics & Data Master</strong></p> <p>At Last, You’ll Have A Powerful Analytics Dashboard That Will Help You Make Smart Business Decisions</p> <p style="font-size:18px;line-height:1.2"> <a href="https://www.digitalmarketer.com/certifications/social-media-mastery/" target="_blank" rel="noreferrer noopener">Click here</a></p></div></div></div></div> <p></p> <p>Focus on just ONE THING at a time. I like to take the advice I learned from my buddy Jeff Sauer at DataDrivenU.com…</p> <p>“Assign one KPI per team member.”</p> <p>This keeps it really simple. If it’s just you, focus on the ONE metric that needs the most improvement. As your team grows, you can expand your focus (because you’ll have more people to help!).</p> <p><strong>No Access to Real-Time Data </strong></p> <p>This happens, for example, when an external party is running ads and reports monthly. By the time decision makers know what’s going on, the monthly Facebook marketing budget is already gone. </p> <p>Businesses that ignore, or don’t have access to Facebook data, lose a lot more than money.</p> <p>The target audience may, for example, have seen a Facebook ad too many times. It will be an expensive challenge to turn that around.</p> <h3 class="wp-block-heading">Mistake 3: Focus on the Wrong or too Many Metrics</h3> <p>Facebook, and other ad platforms, make it very easy to set up your first campaign. They promise you will get results without having to lift a finger. </p> <p>And then reality kicks in. </p> <p>At one point, you need to understand the true value of data. </p> <p>But as I said in the beginning of this article, it can feel overwhelming, confusing or for some, not enough. </p> <p>The opposite reaction of analysis paralysis is wanting to have even more data to make complete data-driven decisions. </p> <p>Facebook Ads has a ton of them available, like </p> <ul><li>Photo views</li> <li>Unique achievements unlocked</li> <li>Unique ratings submitted</li> <li>Cost per unique level completed</li> <li>Etc. </li></ul> <p>The question is…</p> <p><em>Do you really need all that data to drive your business forward?</em></p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="576" src="https://www.digitalmarketer.com/wp-content/uploads/2024/04/10-1024x576.jpg" alt="" class="wp-image-167386" srcset="https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/10-1024x576.jpg 1024w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/10-300x169.jpg 300w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/10-768x432.jpg 768w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/10-1536x864.jpg 1536w, https://dmwsprod.wpenginepowered.com/wp-content/uploads/2024/04/10.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>In other words, ask yourself, “Is this useful?”</p> <p>This brings us to the last mistake (which actually might sound contradictory)…</p> <h3 class="wp-block-heading">Mistake 4: Ignoring Data from Other Sources</h3> <p>Customers start their journey after they have clicked on your Facebook ad. But as you know, a lot can go wrong when the user lands on a site or web shop.</p> <p>Think, for example, of:</p> <ul><li>The contact form may not be working. </li> <li>The site might not be optimized for a specific device.</li> <li>The conversion tracking may not be set up correctly.</li> <li>The landing page may not be aligned with the message of the ad.</li> <li>Your actual revenue may differ from what Facebook or other platforms, like Google Analytics 4, shows. </li></ul> <p>I am not claiming that Facebook Ad metrics are worthless, but you need to pick them carefully. </p> <p>Sometimes the best “source of truth” will definitely be Facebook Ads. But sometimes (often!) it won’t be the best source for the answers you’re looking for.</p> <p>To measure your actual revenue, for example, it is wiser to rely on data from your cart, or (even better!) your merchant processor (platforms, like PayPal, Stripe, Authorize.net, etc.).</p> <h2 class="wp-block-heading">Conclusion: </h2> <p>Facebook Ad metrics are very powerful to </p> <ul><li>Measure the performance of your campaigns</li> <li>Get insights on how to improve your campaigns</li> <li>Control your paid ads budget on the biggest social media platform</li> <li>Reach the right audience with the right message at the right moment</li> <li>Achieve your business goals</li></ul> <p>But Facebook Ad metrics reveal only one part of the complicated customer journey. </p> <p>If you want to stay ahead of your competitors, as a business or marketing agency, then make sure you:</p> <ul><li>Track only the most valuable Facebook Ad metrics</li> <li>Include metrics from other platforms and tools to make profound decisions</li> <li>Give your team access to the data they need to do their job</li> <li>Present everything in a shared dashboard that’s explains itself</li></ul> <p>This is the secret sauce of businesses that thrive in the complicated digital marketing landscape. </p> <p>I hope this information will help you become a better Facebook marketer or give your business a better understanding of Facebook Ad metrics and how they fit in the bigger picture of digital marketing.</p> <a href="https://img1.niftyimages.com/click/6y5/d3xh/0a7h"> <img decoding="async" src="https://img1.niftyimages.com/6y5/d3xh/0a7h"></a><p>The post <a href="https://www.digitalmarketer.com/blog/12-facebook-ad-metrics-worth-your-attention/">12 Facebook Ad Metrics Worth Your Attention</a> appeared first on <a href="https://www.digitalmarketer.com">DigitalMarketer</a>.</p>]]></content:encoded> </item> </channel></rss> If you would like to create a banner that links to this page (i.e. this validation result), do the following:
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