Analytics

How to Improve Customer Acquisition Using Artificial Intelligence

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Editor's Note: Nick Rojas is a freelance journalist who has written for Entrepreneur, TechCrunch, and Yahoo. Today he joins us to discuss how AI is changing the way that businesses acquire customers, and how to use it.

 

Every company needs new customers to grow, and anyone running a business knows that it takes time and planning to attract them. However, thanks to the growth of artificial intelligence, customer acquisition is getting a little bit easier.

AI is advancing and isn’t expected to slow down anytime soon: between this year and 2022, the AI market is expected to grow 62 percent, by a value of $16.06 billion. Marketers and businesses are wisely taking notice and implementing AI into their customer acquisition strategies.

With the right methods in place, AI can revolutionize your acquisition funnel, saving you time and money in the process. Let’s take a look at how this can be done.

Chatbots

Chatbots are a hot trend in tech marketing circles. You’ve probably interacted with them numerous times, even if you didn’t realize it.

Siri, Cortana, Google Assistant, and Alexa are all chatbots. You may find this confusing, since chatbots are usually thought of in very narrow terms. In reality, any AI which interacts with customers using natural human speech can be thought of as a ‘chatbot’.

So why are they such a big deal for customer acquisition? It’s simple: chatbots simplify the user experience and enhance customer support.

Simplified Experience

Consumers are more likely to buy your products if you remove barriers to entry. To remove those barriers, you need to facilitate an environment where moving from acquisition to decision is painless.

This is exactly what chatbots accomplish. Take for instance bots that live on Facebook Messenger, allowing customers to ask questions and buy products on-the-fly. If consumers become interested in your business through a social media page, they can do research and make a decision without ever leaving the application.

In this case, the chatbot enables your customers to act on a whim, moving them seamlessly from curiosity to a product purchase. In the long-run, ease of use and access streamlines your funnel, leading to more sales and consumer interest.

Customer Support

Chatbot customer support helps retain customers that you’ve already done business with, and thereby improves your brand reputation, which can attract new customers in turn.

AI allows companies to offer versatile 24/7 support to their customers. If a problem arises while your staff is away, your chatbot is always ready.

Advances in Artificial Intelligence enable chat bots to gather information about a problem, offer solutions, and also transfer the problem to a human when it’s too complex. Simple issues can be resolved on-the-spot without intervention, leaving the most important problems for your personnel to handle, with all the pertinent information collected and ready for review.

No matter how a problem is resolved, customer support chatbots enhance the customer experience while saving time and money.

Predict Consumer Behavior

Attracting new customers means understanding consumer wants and needs. AI helps this process by predicting consumer behavior on the basis of existing information.

Artificial intelligence is routinely used by companies like Salesforce to mine and process large data sets of customer information such as preferences, shopping habits, and comments left on your social media pages. Using a process called semantic analysis, AI can understand human context and intelligently guess how a person feels about a product or service based on their interactions with your company.

You can then use this information to tailor marketing strategies that target new customers. Essentially, the AI gives you a list of your product’s greatest strengths and weaknesses relative to your audience.

Is your product getting lots of views on social media? Then you should capitalize on social media.

Is your idea unique to a specific market? Then hit that niche with your advertising.

Chatbots and predictive behavior analysis streamline your customer acquisition process while also saving you time and money. As Artificial Intelligence continues to revolutionize online customer acquisition, the best time to get started is now!

Learn more with these related OMI classes:

Increase Lead Generation Quality, Conversion & Velocity

Mastering the Facebook Sales Funnel

Testing, Behavioral Analytics & Metrics Best Practices

 

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


Removing Rivalries: How to Work With Traditional Advertisers

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Editor's Note: Tom Alexander is a digital marketing veteran, who joins us today to discuss how digital marketers can join forces with traditional advertisers to create better marketing campaigns.

 

The alleged animosity between traditional advertisers and digital marketers has become almost legendary. We hear blow-by-blow reports of what appears to be intense opposition, each side fiercely clinging to their fundamental elements in death grips. It’s wonderfully heady stuff, but the ongoing nature of this battle may be more fiction than fact. As marketing becomes more integrated, the challenges that once separated these would-be rivals are bringing them closer together.

To understand the present relationship between traditional advertisers and digital marketers, we need to revisit the past.

Before the current advertising ecosystem, traditional advertising was a mainstay, from billboards, TV spots, magazine and newspaper spreads, to radio advertisements. However, with the advent of the Internet, digital marketing has taken away the spotlight with email marketing, social media, blogs, web banners, and paid targeted advertising. Some digital evangelicals went so far as to eulogize traditional marketing in the 1990s.

As we see today, these were premature pronouncements. Traditional advertising is still alive and well, and when used in conjunction with digital marketing, the results can be beautiful.

Changing to a Collaborative Mindset

Digital marketers and traditional advertisers aren’t fundamentally different. After all, they have the same goal: help companies achieve their objectives. Working hand in hand, they have the ability to enhance traditional methods of advertising by integrating digital marketing strategies. This is a natural evolution that ought to be considered an advancement, not something burdensome or invasive.

Consider digital out-of-home (DOOH) advertising which targets consumers who spend a lot of time away from their homes. Out-of-home advertising providers that moved toward digitization have been able to drive increased revenue streams thanks to their foresight. According to PricewaterhouseCoopers, DOOH is expected to almost double its 2014 revenue figures by 2019. DOOH started in the realm of traditional media, then evolved into digital forms. Ultimately, it offers a mutually beneficial relationship for all its players, without negating at-home advertising on traditional platforms.

What does this mean for advertisers and marketers? The responsibility lies with them to create positive change by working together when possible.

Ways to Develop Digital-Traditional Bonds

Embracing any new habit takes patience and planning. The best practice for creating a partnership between digital marketing and traditional advertising is to spot key opportunities for the benefit of clientele, and follow those opportunities down various rabbit holes.

The following seven ways to foster digital-traditional ties are excellent starting points:

1. Explore successful traditional-digital campaigns.

Research begets epiphanies. Find and analyze examples of successful traditional-digital campaigns.

Want a clue? Start with “Share a Coke,” the 2016 phenomenon that was a huge hit for the soft drink behemoth. Coca-Cola added names, messages, and hashtags to its packaging, encouraging purchasers to share their Coke with the world via social media. Twitter blew up in a positive display of brand-building and loyalty. All aspects of the marketing ecosystem worked in tandem to drive consumers toward simple yet powerful actions.

Each amalgamation of digital-traditional you uncover will give you greater insights into clever ways you can incorporate both strategies into your campaigns.

2. Consider traditional advertising as a way to complete your message 'spread.'

If you only focus on digital advertising techniques, you will miss the chance to maximize your message’s journey across all platforms. Spread your message through various traditional channels, reaching all the consumer nooks and crannies. Exposure is still the name of the game, regardless of the decade.

After blanketing all possible markets using a combination of traditional and digital, you can then lightning-focus on digital messaging and build relevant, personalized relationships.

3. Think in terms of a two-way street.

A two-way street allows you to turn around and go in the opposite direction when needed. The same should be true for digital marketers and traditional advertisers.

Although traditional does tend to be used at the front end of campaigns, it shouldn’t be abandoned like Hansel and Gretel in the woods. Leave some crumbs so consumers can double back to traditional advertising platforms for a thorough, harmonious marketing mix.

4. Keep your eye on the prize.

Instead of grappling with the “is digital or traditional better?” puzzle, put it aside to focus on metrics like your return on investment and sophisticated key performance indicators.

Use those measurable goals to drive your advertising and marketing choices, not the distribution vehicles. Additionally, keep testing, testing, and testing using emerging data science tools. By taking an objective stance, you can quickly remove biases and make the right decisions for the health of any campaign, no matter what medium it lives on.

5. Have honest conversations about digital-traditional.

It’s OK to talk about digital marketing and traditional advertising in an open forum; in fact, it’s essential for collaboration and cross-pollination.

Instead of labeling any platform as “old-fashioned” or “ultra-modern,” talk about all possibilities as viable until proven otherwise. Foster chats among team members and add weekly debriefings to your schedule to generate an environment where people feel free to fluidly discuss options and opinions.

6. Develop winning formulas.

Being at the forefront of your industry is a privilege that grows from productivity and efficiency, not to mention the ability to know when a campaign is failing miserably.

When you hit on winning formulas, seize them, even if they're not exactly what you predicted they'd be. Figure out why a particular traditional-digital mix worked, and repeat it to further your — and your clients’ — success.

7. Work collaboratively with influential publishers.

High-value publishers may operate in both the traditional and digital worlds. For instance, the Wall Street Journal has a thriving online presence alongside its paper format.

Work with the publisher influencers who can drive the most revenue and become key partners. They may provide interesting insights into methods you never considered that merge traditional and digital seamlessly.

At the end of the day, remember that this isn’t the historical clash between the Hatfields and the McCoys. Traditional advertisers and digital marketers might not be ready to walk down the aisle, but they should at least be willing to share a cup of coffee, figure out how their commonalities can unite, and determine how their differences can be complementary. By identifying and merging their strongest attributes, they have the power to create engaging campaigns for a contemporary audience.

About the Author: Tom Alexander is founder and CEO of PK4 Media, an omnichannel media company located in El Segundo, California. With more than 13 years of experience in digital advertising, Tom has a keen understanding of the industry and the voids in the marketplace. As a result, he has developed a single system in PK4 Media’s platform XPS, which controls delivery and optimization, providing advertisers an effective and efficient way to achieve results.

Learn more with these related OMI classes:

Metrics-Driven Demand Gen in a Multichannel World

Testing, Behavioral Analytics & Metrics Best Practices

How to Find & Engage Brand Influencers

 

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


How to Market to Affluent Buyers

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Editor's Note: Reach Analytics, where this article first appeared, specializes in predictive marketing for online businesses. Today, they've joined us to share advice on reaching affluent buyers through targeted marketing

As America’s demographics shift, the tastes and desires of affluent buyers change as well. The number and median income of affluent buyers, defined as Americans with more than $100,000 in annual income, is growing. Both millennials and older affluent buyers are interested in buying a home in the next three years, but not a McMansion. Neither uses cash, and both use streaming services in addition to social media. Some affluent buyers may also be less empathetic than their less-affluent counterparts, so there are also social differences to consider.

Depending on your industry, tapping into this high-income market segment is well worth the effort, and you can target your products or approaches to affluent buyers with improved advertising, payment options, choices and customer service. Here’s a little insight you can use to reach and serve your customers in both brick-and-mortar and digital environments.

Personalize Customer Profiles to Increase Interest and Retention

Many affluent buyers - also known as luxury shoppers - dislike the time it takes to fill out forms, preferences, or complex web searches to get results that are relevant to their needs. A lack of data collection at the right time and place can cause a buyer to receive too much or too little information, leading to indifference or even hostility towards your business. Rather than asking buyers to complete surveys or give responses, think of ways you can retain information as soon as it is obtained for use in future offers.

As examples, you can use the data you already have about your affluent customers to personalize their shopping experience by:

  • Greeting them by name when they visit your location
  • Being aware of their preferences based on past purchases
  • Mailing, emailing or texting offers and rewards based on their interests
  • Inviting them to VIP events based on their interests
  • Another great idea? Studies show that affluent customers crave exclusivity. You might think about directing your staff to ask affluent buyers if they would be interested in paying for a personalized experience. Train them to showcase the advantages of your existing system and changes you expect to make.

Advertise with Traditional and Digital Media, Gearing Digital Campaigns toward Millennials

Affluent buyers often access media through cell phones and computers, but also view media in many traditional ways, from television to magazines and newspapers. Consider a campaign that reaches across different outlets. TV ads remain the most influential medium across different age groups. Many affluent millennials are interested in interactive opportunities to connect with a business. Ideas include partnerships with apps like Snapchat, geo-location, digital coupons and loyalty apps. Both millennials and older audiences are also interested in digital tools; methods to invest and track their wealth that do not require them to interact with a person to make financial decisions are in very high demand.

Ratings and reviews are another way for merchants to reach out to affluent buyers. A customer who is excited about your product and engaged enough to start a conversation is a person who may provide good word of mouth through online posts and in-person conversations. Chatbots and A.I. that already have information about a customer and are prepared to collect more constitute great ways of reaching out to affluent buyers. You can enable chatbots on websites as well as in stores to suggest options, and gather data about customer preferences.

As you begin to understand this new breed of affluent buyers, you can benefit by creating a strategy that spans multiple channels, environments and preferences. Begin developing your advertising campaign by looking at the trends for your industry and meshing them with the data you collect. This will help you develop a better, more on-point approach to understanding what your customers need and how to serve them best.

Learn more with these related OMI classes:

Marketing to Millennials

Metrics-Driven Demand Gen in a Multichannel World

Trending Social Apps: Pinterest, Vine & SnapChat

 

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


How to Succeed as a Small Business on Instagram

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Editor's Note: Matt Foster is a Content Strategist at Distinctly. Today he joins us to explain how a small business on Instagram can build their presence, and effectively engage with a diverse audience.

 

Since it was introduced in 2010, Instagram has become one of the most popular and widely used social media sites, competing with Twitter as a key platform for business users. So how can Instagram benefit you as a small business?

In December 2016, Instagram boasted over 600 million followers: a world of potential clients and customers for small businesses. This enormous market is often tapped by bigger brands looking to develop their social media marketing efforts, while smaller businesses sometimes assume it will not work for them; this simply is not true. In this article, we’ll show how to raise brand awareness and reach a larger customer base as a small business on Instagram. Let’s get started!

Target Your Content

After setting up an Instagram account, it’s time to post content. But where do you start? The key to success on Instagram is knowing the kind of content that will capture the attention of your audience. As a small business, it’s important that you know who your target users are, and tailor content to their interests. Begin by looking at your current customer base, and decide who they are in terms of age, location and gender. Once this information is clear, it’s easier to make an informed decision on content and hashtags.

Hashtags and trending topics are important on Instagram, and many will be relevant to you. When a hashtag relevant to your business blows up, it’s a great way to reach a wider audience beyond your followers. Adding hashtags to the content you post means it can be easily found, and posting content that is relevant to current trends can do the same. Both techniques are good ways to not only gain followers, but generate brand awareness in your target market.

Keeping your Instagram content related to your company brand is important, and this can be done by choosing a niche theme. When you have a theme, followers know what to expect, and will rely on you for similar posts down the road. It can take some experimentation to find something that is both unique and well-received, but once you’ve found something that works, you can focus on perfecting it.

A woodworking business based in Georgia, USA - Sons of Sawdust - reclaimed wood to create new products. By taking photos of their projects and posting them online, the company has created a popular online portfolio showcasing their work, and providing a behind-the-scenes demonstration of their processes. To make sure the right people see it, Sons of Sawdust uses relevant hashtags – #workshop, #oldwood, and #salvage, for example – so it will be found by a wide variety of users interested in woodworking.

A small business on Instagram

Engagement is Key

Being active and engaging your audience is vital to building a successful presence as a small business on Instagram. You can post great quality, relevant content, but if no one knows you have an online presence, you will struggle to grow it. Start by telling current customers that you have social media accounts by putting a link to your Instagram on your website, and advertise it on other mediums like Facebook and Twitter. Include all social media links in your email signatures to drive traffic.

Consistency is a tremendously important way to keep your audience engaged, so content should be uploaded on a frequent and regular basis. The more active a small business is on Instagram, the more engagement they will see in return.

There are optimum posting times for Instagram, so try to establish a routine and post when most of your audience is online. Social Insights and Iconosquare are tools that will help you find the best times to post for maximum engagement, and both use analytics to optimize for your unique follower-base.

Another way to gain a large Instagram presence is collaborating with another local business or organisation that has already established themselves on Instagram. Working together exposes you to a pre-existing audience, and expands your own base.

Instagram has become the social platform for influencer endorsements. Do research to identify an influencer who shares your product, service, or target audience on Instagram, and build the relationship through engaging, ultimately inquiring about them promoting your business.

You can approach and offer between $20 and $100 they will promote your product or brand to their followers. There are plenty of research tools you can use to target the right influences for the size of their following in set niches, although be aware this must be matched with high levels of engagement of their followers when they post content.
Alasdair Inglis – Marketing expert at We Are Grow

Be Unique and Stand Out

In order to create an engaging Instagram account, it is essential to stand out from the crowd. So where do you start in terms of generating unique content? Your business likely offers a product, service or experience that is sold to customers through a unique selling point (USP), and you can use this to attract followers.

The London Helicopter has special access to bird’s eye views of the London skyline every day. The company’s USP lies in offering an experience that many people want to see, and that very few get to see. As a visually oriented platform, Instagram is a perfect place for this company to showcase these experiences and share them with followers who are unlikely to forget the brand if they are ever on vacation.

The London Heli Instagram

Have a Consistent Style

As mentioned before, consistency is key to all forms of social media and Instagram is no exception. But while many companies remember to post consistently, they often neglect stylistic consistency. People follow a brand because they want to see more of whatever attracted them in the first place, so giving it to them is important.

A popular way of doing this is to concentrate on a branded color palette throughout your content. Oreo does this well by using the same house style and color scheme in each of their posts:

Oreo Instagram

Instagram is About More than Gaining Customers

While social media can absolutely help you to gain new customers, it isn’t just a quick way to boost your business and market your products. It also works to demonstrate excellent customer service, and the quality of people who work for your business.

There are many ways businesses and brands can benefit from this besides the acquisition of new customers:

Boosting Sales Among Existing Customers: Businesses who show great customer service on their social media accounts are likely to see a boost in sales and profits. Research by Aberdeen Group found that brands who are good at customer service benefit from an annual financial gain of 7.5%, against the typical 2.9%.

Creating Brand Advocates: Using social media turns your customers into brand advocates. If a customer has a good experience with a brand on social media, they are three times as likely to recommend that brand to a friend or family member. This is how word of mouth works in the digital age.

Creating a Positive Image: Social media platforms are a good way to show old and potential customers alike that you are interested in them, and this matters even if you aren’t getting direct sales from your content. 74% of shoppers list social platforms as a main influence on whether or not they made a purchase, so it is important for brands  to focus on customer care and maintaining a friendly, outgoing public image.

Like other social media platforms, Instagram gives your customers a space to interact with your company, a chance to retain old customers, and gain new ones. Using it effectively means appreciating the unique qualities of a visual medium, and being sincere in your efforts to build a positive image that your brand will be remembered for. Getting started isn't hard, and it's well worth it - hopefully the advice above will help you to build your presence on a platform that is teeming with opportunity.

Learn more with these related OMI classes:

B2B Social Visual Storytelling on Instagram, Pinterest & Tumblr

Creating and Curating Content People Love

Social Media Strategy for Business

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


Best Email Marketing Tools for Small Business

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Editor's note: Stacey Marone is a social media marketer who has joined us today to explore the best tools for managing an email marketing campaign.

 

Social media is often portrayed as the ultimate marketing tool for small businesses. But before there were social networks, people relied on email to stay connected. In fact, everyone on a social network has an email address, but not everyone with an email address is on a social network. It stands to reason that you can reach a lot more people with email marketing than with social media marketing alone.

Even with a strong social media strategy, email marketing opens your business to many leads and opportunities you might otherwise miss. Furthermore, the two strategies can be combined to create more powerful campaigns.

What is email marketing?

Email marketing is a kind of targeted marketing.

If you’re like most people, you sometimes open your mailbox to find brochures and invitations from different companies offering product information, samples, free seminars and other promotional material.

Email marketing is something like that, except in digital form. In both cases, you need contact information to promote your business. When it comes to email marketing, this information takes the form of an email list compiled from your existing customers, or email addresses you got from site registrations.

There are many ways to obtain a list of email addresses. But once that’s taken care of, you have a new challenge on your hands: turning them into customers. In order to make the best use of your leads, it's essential to have a versatile email platform that will help you to send the right information where it counts.

To help you find what’s right for you, we’ve compiled a list of the best email marketing tools for your business. Let’s get started!

Mail Chimp

mailchimp

In spite of its humorous style, MailChimp is a very serious email marketing tool, and one of the most popular and user-friendly ones around. It is especially useful if you are just starting out on your email marketing journey.

MailChimp will do much of the work for you, including product follow-ups and stock availability updates. It will track what your customers are buying so you can target them with related product offerings. You can also integrate MailChimp with your Twitter and Facebook account, allowing you to bring social media and email marketing together.

If you have an e-commerce store, MailChimp has a lot of great options for you; it will connect directly to services like WooCommerce, Shopify, Magento, or BigCommerce. This integration allows you to create email campaigns directly from your store.

Beginners will appreciate the intuitive drag-and-drop interface in MailChimp’s email builder, and the dashboard is also very simple to navigate. To track success, you can easily generate reports of your campaigns to learn how many people opened their emails, which links got the most clicks, and what customer segments respond best to different offers.

MailChimp is also very fairly priced, with a free plan to send up to 12,000 emails to 2,000 subscribers a month. This is usually a great place for small businesses to start. Once you gather steam paid plans start at $10 a month.

Litmus

litmus

Next up on our list is Litmus, a versatile platform that takes analytics to the next level. Litmus specializes in testing and tracking emails with advanced features to help you fine tune your email marketing strategy. It’s a step up from MailChimp, but still quite easy to use, and makes a great supplement to email campaigns that you might be running on another service.

Litmus not only tests email optimization for PCs and laptops, but also mobile devices. Since the market is increasingly going mobile, this is an important strategy for success. If you test your emails before sending them out, you will see exactly how they look to your recipients. By refining the look and load time of the emails you send, automatically removing broken links and streamlining design elements, Litmus will ensure you get the most bang for your buck.

Litmus will also track your emails so you get important information such as what devices were used to open emails, when they were opened, and how much time recipients spent on them.

As a testing and tracking tool, Litmus takes the cake. Beginning with a 7 day free trial, using Litmus permanently will cost you a cool $79.00 per month. Given how much it can improve your results, the investment can be well worth it for those with a medium to large email marketing list.

Reach Mail

reachmail

For those with smaller budgets who would still like to benefit from email analytics and optimization, Reach Mail is a good, affordable option at a mere $10.00 per month.

Like Litmus, Reach Mail offers message testing and tracks email performance. It also has a Spam Checker, which tests your emails to see whether they might be flagged as spam. A nice feature of Reach Mail is that it considers your emails as entire compositions, taking into account both subject lines and content in its analysis. This is important for determining how successful your campaigns will be ahead of time.

Like MailChimp, Reach Mail offers hundreds of attractive templates for creating your emails, so you won't need graphic or layout chops to send a professional-looking email. And if you do want something a little more unique for a special occasion, you can easily request custom design directly through the service.

ActiveTrail

activetrail

Formerly known as TargetHero, ActiveTrail is an email marketing solution which specifically targets the growing population of users who read emails on mobile devices.

Aside from the usual email composition and sending features, ActiveTrail will automatically send targeted emails to people on your list who perform certain actions on your website, such as registering for a newsletter, or entering a particular campaign. These auto responses can be a “Thank You” or verification email which include product offerings and other promotional information relevant to the target user - you do your marketing every step along the way!

AvtiveTrail’s pricing comes in tiers. For $7 a month, you can manage up to 500 subscribers, and it goes all the way up to $55 a month for 10,000. This range of options makes it easy to start small, and expand according to your means. If you’d like to give this tool a spin, there’s also a free trial, so take advantage of that before committing!

There are many other options in the world of email marketing to help you accomplish your goals, but these are great choices for beginners; even simple tools like MailChimp are used by very large corporations to manage their email marketing needs. There’s no better way to learn than by doing, so pick one and give it a try!

Stacey Marone is a freelance writer and a social media marketer. She creates magnetic content optimized for search. In her free time, she also does volunteer work and organizes some activities for children. Her passions involve painting, reading, and writing. You can follow her on twitter.

Learn more with these related OMI classes: 

Using Social Data to Improve Email Marketing

How to Create Mobile Friendly Emails

Successfully Measuring Email Performance

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


Improve Conversion Rates With Data Democratization

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One of the most critical components of web analytics and conversion rate optimization is interpreting data, analyzing it, and turning it around like a Rubik’s cube. For instance, you can rotate and arrange the traditional 3x3x3 cube in 43 quintillion ways – 43,252,003,274,489,856,000 to be precise. Similarly, you can build billions of models from your data. However, only one of these models will give you the best conversion rate, and this is the elusive Holy Grail you must find to maximize your efforts.

Let me illustrate this with another example. As you can see in the image below, there are 3 expressways you can take to go from Chicago to Wyoming. The shortest route is the 196, but if you take a detour and go via 131, you might end up adding an hour to your journey. There are a couple of other routes to get there too, but both will take longer.

maps

Image Source: Google Maps screenshot

In the same way, any of your conversion tactics can prove lucrative and get you to your goal, but one will get you there faster than the others.

So how do you find the perfect, elusive model to reach the optimum conversion rate? The answer lies in data democratization, data decentralization, and data transparency. Let’s dig a bit further into the whys and hows of revolutionary data processes so you can play around with the data you’ve collected and find your conversion sweet-spot.

Data Democratization

We have more data than ever before, sometimes more than we know what to do with. If you were to narrow down data and scrutinize bounce rates on Google Analytics, you would probably start with entry and exit pages, then move on to user flow, keywords, location, language, device, browser compatibility, site speed, and more.

This is just one issue (bounces) and one data source (Google Analytics). Now imagine you add legacy data, POS transactions, social media conversations, survey results or feedback collected from trade events, and make inferences from the pool of data available: even if you are an insatiable data glutton, you’ll be quickly overwhelmed!

It is inappropriate, impractical, and immature to restrict data to the elite few, whether they are CEOs or domain-specialized data scientists, and expect them to make sense out of it for everyone. This is why 2016 has been heralded as the year of data democratization. Data democratization ensures everyone in an organization has access to data, and is therefore in a better position to make decisions.

Finish Line, an athletic apparel and footwear retailer with nearly 700 physical and online outlets, uses POS data, loyalty data, social streams, and beacon data to improve one-on-one communication and up-sell to customers. The results were impressive: Stephanie Bleymaier, Director of Digital Personalization and Loyalty, reported a 50% increase in email open rates and a 30% rise in return on social media ad spend. Guess where that would have taken conversions?

Related Class: Leverage Social & Customer Data for Email Relevancy

Other departments were able to “increase their efficiency...by tapping into the data pool,” Stephanie said. The first priority for any decent collaboration and data management tool is making data available to all users, ensuring healthy debate, consensus, leading to quicker, more informed decision-making.

The idea of data democratization may cause worries over security. But to protect sensitive data, you can use a sophisticated collaboration tool that offers secure file sharing, access control and group or individual level permissions, ensuring data doesn’t fall into the wrong hands. For instance, campaign tracking and project management tool WorkZone allows users to share sensitive data and plans securely with a particular team, giving each person access to just the right amount of information.

workzone

Image Source: WorkZone screenshot

With this tool, users can send emails, comment, make changes or record meeting notes to data resources that are relevant to them. WorkZone also automates the approval workflow, sending requests to managers, tracking responses, and recording access. This way the entire team stays informed, and you have an organized, time-stamped record of all activity.

Data Decentralization

As we saw above, data democratization bought a significant jump in email open rates for Finish Line, but democratizing doesn’t happen on its own. You need to make your data more intelligent and intuitive for any layman to understand. A standard practice of data democratization is to collect data from all touch points and make it available to each and every user. This is known as data centralization.

From the conversion point of view, data centralization is an exercise in profiling every customer, by collecting data on their preferences and behavior from CRM, point of sale, logistics, customer services incident management, and other systems, integrating all of it in one common data bank. When you enter a particular query about the customer, their data is processed, de-duplicated, and cleaned to give you accurate search results in a simple, transparent and aesthetically pleasing format.

This is how data is crunched, in a cost-effective way in large organizations.

This is the way things have been done up until now.

This is a bad way to democratize data.

Data centralization makes your analytics sluggish and its results are unintuitive. Here’s an analogy: say you are a data scientist or a user, your furniture is your data, and your house is a storage unit. Data centralization means you put all your furniture in one single unit or a room so you have a single point of access. Now imagine finding and pulling something out of such a room.

Data decentralization means letting your data stay where it is, so each unit is able to localize, process, and analyze data in an agile manner. This way, you go directly to the kitchen if you need to access the chopping table, and consequently, get the job done quickly.

Telecom major Vodafone successfully kept their decentralized systems in operation and created a unified view of customer data for their customer service agents, while minimizing data replication by using Denodo’s data virtualization platform. Denodo added a data virtualization layer to legacy systems, liberating data by keeping it where it was, but allowing users to get a complete, updated view of customer data, even though it was scattered across disparate sources.

denodo

Image Source: Denodo

Vodafone was able to reduce average service response time from 6 to 2 minutes. They also found better upselling and cross-selling opportunities, retained more customers, and stretched the usability of existing data infrastructure as a result.

Related Class: Drowning in Data: How to Effectively Leverage Web Analytics

Data Transparency

The last piece of the puzzle is to increase the clarity and comprehensibility of data. When I say “data transparency,” I mean inside and outside the organization. In a bold move, Omniconvert (formerly Marketizator) announced a product revamp strategy that allows marketers and customers to decide on the features and capabilities for what they call “the first democratic CRO software.”

Source: Omniconvert screenshot

Perhaps Omniconvert’s strategy is risky. But it is also rewarding. It allows organizations to build products while maintaining close contact with their communities, ensuring customers get what they want. With this master stroke, Omniconvert has banded experts and users together to create a successful product that has the features and agility of an open source platform while maintaining the reliability and robustness of proprietary software.

Valentin Radu, CEO and founder at Omniconvert is optimistic about the move since “everyone can publicly see the priorities of the features as they are voted for.” The whole voting system is completely transparent, as every planned update with new features is publicly shown on the site. There’s also video streaming of all the kick-off meetings, making the whole process more engaging and open-sourced.

Over to You

These are just a few ways you can liberate data and make it more accessible to users, getting you to your goals faster. How does your organization use data in creative and intelligent ways to increase conversions? Let’s hear your stories in the comments below!

Tracy Vides is a content strategist and researcher who gives small business and entrepreneurs marketing and social media advice. Tracy is also a prolific blogger - her posts are featured on Engadget, She Owns It and Usability Geek. Connect with her on Twitter @TracyVides for a chat anytime!

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: Leverage Social & Customer Data for Email RelevancyDrowning in Data: How to Effectively Leverage Web AnalyticsHow to Create a Data-Driven Culture

Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here here.

 


How to Get More Traffic to Your Blog in the New Year

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For most of us, the new year is motivation to sort out our digital mess, clear the inbox and fix old bugs. I like starting a new year with the feeling of old stuff being sorted. This way I feel better prepared for new projects and challenges in the New Year.

As business owners and marketers, one of the things we tend to put off is sorting out our blogs. We’ve become accustomed to handling small inconveniences and bugs. Many of us can  barely find time to publish new content let alone find the time to research the  countless new plugins available or update old articles.

Well, I hate to break it on you, but getting all that technical staff in order is probably more important than publishing new content. Lack of security opens you up to the risk  of losing all your precious content. . Slow pages and broken links means lost readers and conversions. You need to start thinking about your blog performance now, so you can  start the new year with a better converting, more successful blog. So what to do to first?

Fear not, this checklist will take you through the complicated lists of plugins and tools, so  you can get right down to execution.

Step 1: Fix or remove broken links

One of the most widespread issues with a website of any age is broken links. Broken links present both SEO and usability issues. The more broken links your site has, the less trustworthy it looks both to a user and a web crawler. You may have no control over pages that go down over time (resulting in broken external links) but you are fully responsible for the links that you have on your pages, even older ones.

It's impossible to keep track of broken links and images, even if you have a smaller site. You need a reliable tool to handle this for you.

Netpeak Spider is an ideal solution for larger-scale websites. It's a desktop program, so you won't have compatibility issues with your browser. It’s also fast, and very flexible - you don't have to be an SEO expert to use it. Just run the tool regularly and fix new errors as they are found. Look for errors in red, those are the most important to eliminate.

netspeak

If you have a small blog, make sure to install the awesome Broken Link Checker WordPress plugin. It may slow your site down if you have too many pages, but it works great for blogs with under ~500 articles.

To avoid slow-downs and downtimes, you should disable automatic crawling to make sure it will run a new report on demand.

The plugin saves a ton of time by letting you remove broken links right from its dashboard.

linkchecker

Step 2: Keep an eye on your site security

Did you know that around 37,000 websites are hacked every day? It's no joke! Even with some security measures taken, you still run the risk of getting hacked. Huge sites, with multi-million dollar budgets like Yahoo! and LinkedIn are regularly hacked, and WordPress is not the most secure environment out there.

A proactive measure is submitting your website to  Google's Search Console. They have one of the largest databases of compromised websites, and they almost instantly know once a new site has been hacked. They will send you an email once they notice anything weird with your website so you can take measures on the spot.

Now that we have monitoring in order, make sure you have taken these steps:

  • Always update your WordPress version as soon as possible, and update your plugins as well.
  • Always install well-trusted plugins. Search Google before installing anything and only install from the wordpress.org website.
  • Never keep "admin" as a user. Come up with a different username for the blog administrator and use a powerful password (later versions of WordPress will generate a good one, so just go with it).
  • Use Login LockDown to limit login attempts.
  • Never login to your blog using public WiFi, never give anyone admin access unless you know and trust them, never give anyone permissions to upload anything to your blog (use standard contributor permissions for your site contributors).

Step 3: Make sure you address downtime timely

How often is your site down? According to these stats, even the most popular hosting providers have terrible uptime numbers. Your site may be down without you even realizing. Being offline is one of the worst thing that can happen to a digital entity. It means your website visitors have nowhere to click, no way to get in touch with you, and no way to engage.

Try Monitority to be notified whenever your  site is down. The tool is absolutely free and the moment your site goes down, your email is pinged so you can look into the problem right away. If you have a few sites to manage, give Pingdom a try. It has some cool analytics and monitoring reports you'll find useful. Pingdom also talks to the monitoring dashboard with Cyfe.

cyfe

Step 4. Find better keywords for your old content

Your content can be outstanding, and people may still not be able to find it. That means wasted effort. It's a new year coming, time to make the most of your old content so you’re ready to create new articles.

Try Serpstat to discover good keywords and optimize older articles. Just take a core term from your article, run it in Serpstat and set the competition filter between 0% and 3% to discover relevant phrases that may take you on top of Google's search results page.

results

Step 5. Try and push those search positions higher

There are tons of search queries that your site is already ranking for. You may be unaware of those because they rank below the fold and hence they are not sending too much traffic. However, these are often keywords that have huge potential.

Try Google's Search Console "Search Analytics" feature to show you which search queries are driving traffic to your blog. Make sure to check a box called "Position" (for some reason, it's unchecked by default). This way you'll see your page average position for each search query.

analytics

If the average position of a keyword is 5 or lower but it's driving traffic, this means two things:

  • It will send tons of visits if it's #1 or even #3.
  • It is not that hard to push it higher, without additional effort.

What to do with these keywords:

  • Discover which exact pages are ranking for the term.
  • Use this WordPress plugin to send more internal links to that page.

Usually, this quick exercise results in 2-3 higher positions and therefore better traffic.

Are you ready to take action? Hopefully this checklist will get you started. Happy New Year!

Want to learn more about any of the subjects mentioned above? Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here.

 


5 Major Content Marketing Trends You Can Expect in 2017

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Ah, content marketing.

Influenced heavily by Google’s algorithms, content marketing has the undivided interest of entrepreneurs and internet marketers around the globe. Marketers know that using content for SEO is more affordable than traditional advertising, but improvements to search engine algorithms (and rapidly changing consumer demand) means it’s never been more difficult to stay in the limelight.

2017 will usher in a new, dense tangle of requirements for content marketers; but before we take a glimpse at the upcoming challenges, let’s take a moment to review what happened to content marketing in 2016:  

Content Marketing in 2016 Became:

  • Saturated. Statistics show that over 2 million blog posts are published daily, in addition to millions of YouTube videos, GIFs, infographics, and other types of written and visual content. Simply put, the amount of content online is cluttering the digital world.  
  • Focused on “Behind the Scenes” Strategies: The enormous amount of visual and written media released in 2016 made content marketing heavily dependent on “behind the scenes strategies” like promotion and outreach.
  • Ruled by Niches: Marketers today have two options: make your content visible, or allow it to become lost in the jungle. To make their way through the thicket of blogs, videos, and infographics, effective marketers used niche sites to zero in on their target audience.

With this background information in mind, let’s take a look at 5 content marketing trends you can expect in 2017:

1. Visual Content Will Become Crucial

We’ve already seen  the power that Facebook Video and YouTube Live hold. In 2017, this growing demand for visual media will skyrocket. A combination of live and staged videos will be used by brands that are openly embracing the inevitable change from written to visual media.

What to do:

Visual content is arguably one of the most time-consuming types of content creation.  Thanks to improvements in technology, creating branded videos and images isn’t as difficult as it once was.

Without a budget:

Startup companies and small businesses already have the tools they need to begin creating visual content: company cell phones and computers. Through a combination of social apps like Snapchat, and broadcasting sites like the ones listed below, your business can start building a visual content strategy that won’t stretch your budget.

A few (free) sites to consider include:

It's also a good idea to publish visual content on free sites like Instagram, Pinterest and Tumblr, which have a primarily visual focus, and massive audiences.

With a budget:

Brands with a small marketing budget should consider pairing the free solutions above with the work of a professional videographer, photographer, or media agency. Professionals like these can help to plan a unique visual content strategy that captures your brand’s unique personality. 

2. Shifting Focus to Data and Retention

Marketing is an industry driven by two factors: results and data. For content marketers, showing how a blog can drive return traffic and therefore sales is difficult - without the right tools, that is.

What to Do: If you’re not already using analytics tools to track your basic content marketing efforts, it’s time to get started. Many agencies use Google Analytics to track basic site data, then expand on that tool with diversified metric tracking tools like:

  • Bitly
  • Linkody
  • Cyfe
  • SEM Rush
  • Hubspot Marketing Automation
  • Ahrefs
  • Kissmetrics
  • CrazyEgg
  • Piwik
  • SimilarWeb
  • Moz OSE

Be sure to learn more about how data analytics can be leveraged to improve the quality of your website, and increase conversions.

3. Mobile Compatibility Will Be Key

These days, it’s rare to see millennials (even baby boomers!) without a cell phone clutched tightly in hand. Google has monitored the shift from computers to mobile phones closely; as a result, it’s rumored that the Goliath of search engines will make mobile users a  key focus in upcoming algorithm changes.

What to Do: If you don’t already have a responsive website, it’s time to invest in one. Content that is easy to read on mobile devices will be critical in 2017. Once a site is set up to support mobile, it’s time to craft content strategies that cater to mobile users. Mixing up content lengths and trying new formatting tricks are just two ways to optimize content for mobile use. A few other ideas include:

Integrating a mobile content strategy with mobile oriented PR and outreach can increase your exposure to audiences who primarily access the Web through mobile devices.

Remember: it’s likely that shorter-form content paired with minimal visual content will become more important as time goes on.

4. Distribution Will Rule

The internet is saturated with content – everything from plagiarized to carefully written articles can be found in just a few keystrokes. Because of the immense clutter, promotion of existing content will matter just as much as the quantity that’s produced.

What to do: Although there are hundreds of ways to promote content, social media and vertical content platforms will be essential in 2017.

Social platforms like Snapchat, Instagram, and Twitter will become marketing staples as we progress into the new year. To reach very specific audiences, vertical platforms are highly recommended. A few “mainstream” examples of these emerging platforms include:

Industry: Home & Garden

  • Houzz
  • Zillow
  • Better Homes & Gardens

Industry: Pop Culture

  • Pinterest
  • Snapchat
  • Instagram
  • StumbleUpon

Industry: Internet Marketing

  • Moz
  • Hubspot
  • Contently
  • SEMRush

5. Interactive Content Will Be a Hallmark of Content Leaders

In 2017, brands using interactive content (such as quizzes, questionnaires, and worksheets) will become the thought and trend leaders of the content marketing industry. A few brands already engaging in interactive content include Buzzfeed, The Content Marketing Institute, and Kissmetrics.

How to do it: Whether you want to code your own interactive content or use a site that builds them for you (like ThingLink), start producing  interactive content of the kind  listed below.

  • Quizzes / Polls / Surveys
  • Interactive E-books
  • Interactive White Papers
  • Calculators
  • Responsive Images
  • Games
  • Maps
  • Interactive Infographics

Conclusion

By mixing a variety of these interactive assets into your content marketing strategy, you can attract and retain site visitors in your target audience.

To stay competitive in 2017, online marketers will need to stay agile and adapt to emerging content marketing trends. Creating mobile-friendly content and websites will be essential to maintaining a competitive edge: once a site is optimized for mobile, build systems for creating and distributing visual content assets. After reviewing updated data on returning visitors and bounce rates, adjust your strategy to boost retention and conversions.

Angela Higbee is the director of the content marketing agency, Progressive Creativity. She spends most of her time doing business and reading; away from “the desk,” she can be found with family or exploring the Colorado outdoors with her dog.

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: B2B Social Visual Storytelling on Instagram, Pinterest & TumblrLeveraging AnalyticsMobile PR & Content Marketing

Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here here.

 


Know Thy Customer

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Colorful crowd of shopping people. Happy people holding shopping bags

Retail seems to be taking a beating. For many companies foot traffic – and earnings – are in decline. The health of the US department stores and malls are “wavering between merely unwell to terminally ill,” depending on who you ask. Revenue from e-commerce is steadily increasing but can’t yet fill the gap created by weak in-store sales. (In Q2 of 2016, e-commerce sales accounted for only 7.5% of total retail sales).

The problem is consumers are shopping differently today, with a focus on online shopping and buying ‘experiences’ over ‘stuff.’ Smartphones and fast Wi-Fi / LTE are accelerating the change.

Industries that have been slow to respond are hurting. Department and discount stores like Macy’s and Sears have been forced to close brick-and-mortar stores. Even Wal-Mart decided to close more than 150 stores in 2016, in order to focus on improving their position in e-commerce with its $3.3 billion acquisition of Jet.com.

It’s yet another internet-age saga of change happens, adapt or die and all of that. But it’s true, the status quo keeps failing us lately.

Gary Vaynerchuck recently summed up the times very bluntly but honestly: “If you are running [TV] commercials for a brand that targets consumers 22 and under, you’re a *&^%face.”

It’s hard to know why we systematically resist change, but what we do know about the market today is this — know your customers. Really. Do it.

Do You Know Your Customers And Prospects?

The American retail industry was once facilitated by face-to-face transactions and dominated by predictable consumer shopping patterns. That’s gone. Today, retail is in the hands of the consumer – and the consumer wants one-touch purchasing and free overnight home delivery.

Retailers have reacted to changing consumer behavior in a wide variety of ways, including closing down physical stores, creating made-to-order products, offering in-store pickup, coordinating multi-channel offers, creating differentiated products, conducting brand collaborations and partnerships, and focusing on e-commerce.

All of these strategies are important and should be based in one critical piece of the puzzle—accurate, true customer profiling. Marketers are still relying solely on either old-school fictitious personas from creatives, based on anecdotal evidence. Or they use some data and do predictive modeling, but do it all manually, relying on human power instead of computing power.

Creative development, messaging and customer acquisition (prospecting) are lagging far behind, even as many other aspects of marketing today have become rigorous, highly automated and data-driven.

Cloud-Based Technology

Improving these specific marketing disciplines is certainly the job of predictive marketing—which is essentially the practice of customer profiling and prospect discovery. Yet, predictive marketing is a large hurdle for brands and agencies today.

This is because, when it comes to predicting which consumers will love and buy your brand—and how to best message and reach those prospective consumers—even the most advanced retailers and their agencies still rely on large physical data science teams and predictive methods that are decades old.

“74% of marketers using dynamic content powered by predictive intelligence, rated it as absolutely critical or very important in helping them create cohesive customer journeys.”
— Salesforce Research

Brands and agencies have yet to automate predictive marketing and move it to the cloud.

Fortunately, there’s a marketing platform that does just that.

If retailers commit to building better, data-driven profiles of their customers and the same for finding net-new customers, they’ll improve their ability to draw and retain more valuable customers. By learning to love automation, retailers might be able to – not just keep up with changing consumer behavior – but even get in front of it.

OMI will be launching exciting new Facebook and Content marketing classes in the New Year. Stay tuned. In the meantime, browse over 400 classes in the digital library at OMI. Ready to start learning? Sign up here.

 


How to Maximize Your Blog and Work Smarter, Not Harder

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How to Maximize Your Blog and Work Smarter, Not Harder

How to Maximize Your Blog and Work Smarter, Not Harder

Reduce, reuse, recycle. You’ve heard the mantra, only now it doesn’t just apply to saving the planet. This mantra can also be applied to marketing, specifically digital marketing. Rather than ramping up content creation, it’s time that digital marketing professionals work smarter, not harder.

Here are a few tips to help you maximize the content on your blog and work smarter.

Build Themes into Your Editorial Calendar

An editorial calendar is not merely a holding place for blog topics and content ideas. It’s the ideal place to put down in writing the overall trajectory of your content marketing strategy.

Start by building themes into your editorial calendar. The easiest way to do this is to pick a larger topic for each month and have all the blogs for that particular month address certain aspects of that topic.

For example, an editorial calendar for a corporate recruiting firm may cover resume writing in May, preparing for an interview in June, and negotiating benefits in July. In May, the four blog posts will cover the main things to include in a resume, common resume mistakes, tools for checking grammar in resumes, and unique takes on resumes. Each of those blog posts will roll up to the general topic of resumes for month.

Repurpose Blogs into Downloadable Guides

A successful content marketing strategy does not rely solely on creating blogs. Rather, it incorporates multiple types of content to appeal to a variety of potential clients.

Instead of starting from scratch for each ebook, case study, white paper, or how-to guide you create, look to your blog. You can take content from a blog, especially a popular or well-received blog, and repurpose it into a white paper that can be gated and downloaded from the website. Or if a particular blog discusses what works, use a particular client to demonstrate how those approaches work and create a new client case study.

Turn a Blog into a Visual

Many marketing departments are fully utilizing their awesome designers or design team. Take advantage of their wonderful skills by having them turn a blog or ideas from a few blogs into a visual, like an infographic, tip sheet, or chart. This is one of the easiest ways to repurpose content, mainly because it requires chopping down content to the very basics so that the visuals tell the bulk of the story.

A great opportunity to create a visual content piece is a how-to article. How-to blog posts are the easiest to convert into an infographic or a presentation because a visual can take the place of a 200-word description. For example, if the recruiting firm creates a blog on what to include in a resume, they can work with a designer to turn it into a downloadable visual that a job seeker can reference while drafting his or her own resume (without writing new content!).

Use Analytics to Pick Topics

When topics aren’t resonating with prospects, ditch them. Stop covering topics that prospects and clients don’t care about. Eliminating the topic duds is a great way to streamline your process and focus on what matters to your potential clients.

The only way to know the difference between a dud and a winner when it comes to your blog posts is by reviewing the analytics. If you have Google Analytics installed on your website or blog, take a look at the traffic and track the downloads of your content pieces. We always suggest looking at a couple of months of data to weed out seasonal traffic spurts.

If a particular blog post does well, add more topics to your editorial calendar that address different aspects or takes on that particular topic. Using the recruiting firm again, if they wrote a topic on how to dress for an interview and it got 2x as many views as a topic on how to clean up your social media when job hunting, they should add more topics that discuss dressing the part for an interview.

Not sure where to start with Google Analytics, you're not alone?  Take, Getting started with Google Analytics, to learn to identify your preforming channels, and how to optimize them. 

Promote Your Blog Posts

It’s very rare that a blog post goes viral after sharing it on one social media channel. Don’t produce 20 blog posts hoping to hit on a topic that will have a viral reach. Instead, focus on producing 5 – 10 quality blog posts and spend time promoting them.

First, share them on all your social media channels. If you have multiple blog posts to share, be sure to share each post multiple times (at different times and days of the week). This will enable you to reach a higher portion of your audience and put more eyeballs on your blog posts.

Next, pay to promote your posts. Sponsoring your posts on sites like LinkedIn, Twitter, Facebook, Instagram, and Pinterest enables you to reach users that aren’t part of your existing audience. Allocating a portion of your budget to promotion enables you to maximize the value of your blog posts. Even a small budget can have a dramatic impact in helping your post reach a brand new (targeted) audience.

Want to learn more about how to get the best visibility for your blog posts?  Take Getting Your Blog Content Shared On Social Media, for practical tips that work really well to get more of your blog content shared.

In an ideal world, you have the bandwidth to create a ton of blog posts, but in the real world, there just isn’t time. By following the tips here, you can maximize the blog posts you are able to create and increase the ROI of each one.

Want to learn more about any of the topics discussed in this article? Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here here.

Jeremy Durant About the Author: Jeremy Durant is Business Principal at Bop Design, a B2B web design and digital marketing firm. Jeremy works closely with businesses in need of a website, marketing and branding strategy, helping them to develop their unique value proposition and ideal customer profile. Jeremy received his BA from Merrimack College and his MBA from California State University, San Marcos.