The internal marketing It is a business method that consists of capturing clients through the creation of value-oriented content for the public purpose of the sector. Unlike more traditional marketing that sometimes presents the audience with content that may not always be of interest to them, an inbound marketing strategy tries to add value to the public and clients by relying on content marketing and tools such as email marketing and networks. social, among others.
The textile sector is one of the most successful worldwide due to its high demand. In the competitive context of this market, inbound marketing has been able to give great results for both SMEs and large companies.
In this article we tell you how to use this methodology to generate leads and attract customers potentially to your business so that, later, they trust your product and you can close the sale using inbound sales.
SEO Strategies for Online Newspapers
Keep learning by listening to all my podcasts: https://borjagiron.com/podcasts/
we can use them
x3 pages per session
% bounce reduced by 30%
Average session duration x10
1. Infinite Item Loading
It is applied by newspapers such as:
They change the URL
You manage to increase the page views and the time the user spends on the web
Plugins depend on your theme and its CSS:
– Smart Scroll Posts plugin for WordPress (Updated but not working. Needs adjustments)
– WordPress Infinite Scroll by Auto Load Next Post (They will update it)
– Infinite Scroll Random Post (It hasn’t been updated for 2 years but it works just by activating it on Weekmen.com and borjagiron.com but you don’t have any configuration options)
Important: If you have something on your feet, it will not be possible to access it if you do not put a load limit.
2. Infinite Charging Racks
Marca.com and as.com and https://www.lavanguardia.com/ do this by displaying the titles of several categories
Sample house https://weekmen.com
Use the Catch Infinite Scroll plugin
Class optimization and css.
Don’t change URLs and need to add more pageviews
WITH INFINITE SCROLL
But it doesn’t load well.
3. Show home with news at the end of each article or news
In https://www.elperiodico.com/es/sociedad/20220125/misterio-maleta-ruedas-creer-chicas-13144849 they change the homepage URL at the end of the article
You manage to increase the page views and the time the user spends on the web. You show what interests you the most.
4. Automatically reload the web from time to time to show new news but also to earn more money per impression with Google Adsense
You add in the lead
With this, all pages are refreshed every 2 minutes (120 seconds)
With the Head & Footer Code plugin
Google reads this. Be careful.
Could reduce bounce rate
An obsolete plugin: Refresh Post Page WUD
The dwell time is maintained but you visit 2 pages.
Check the average time with Google Analytics and put a little less.
The user does not know much since the page is reloaded but it stays where it is in the middle or at the end.
But this removes all effects of top bars etc.
However, it can be boring if you read.
NOTICE: If you listen to a podcast or watch a video, it restarts!
5. Bar with reading time progress and title above
– Read counter – Reading time and progress bar (I add it to weekmen.com and borjagiron.com) It also adds reading time in text.
– Reading progress bar
– WP Reading Progress
– Capture scrolling progress bar
– Worth the read
Clear cache on every change.
Generates a need to fill bar effect.
6. Republish articles by changing the date
How to apply them on our sites and blogs
I have in borjagiron.com/blog
Remove pagination with plugin. I am using the YITH Infinite Scrolling plugin
Tip: Plugin Admin Block Country
Try Audible for free and listen to audiobooks at https://borjagiron.com/audible
Try Canva Pro free for 45 days to easily create designs: https://borjagiron.com/canva
Hostinger: Best WordPress hosting at the best price: https://borjagiron.com/hostinger
Semrush: SEO and Digital Marketing tool all in one: https://borjagiron.com/semrush
Sendinblue: email marketing tool: https://borjagiron.com/sendinblue
Benchmark Email: Email Marketing Tool: https://borjagiron.com/benchmark
Manychat: Automate messages on Instagram: https://borjagiron.com/manychat
Loud speaker. Create a podcast: https://borjagiron.com/spreaker
Free digital marketing courses: https://triunfacontublog.com
Digital Marketing Blog: https://borjagiron.com
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The implementation of a digital marketing strategy allows you to start from communication to promote your brand, your products and your campaigns, as well as increasing your traffic and your conversion rates. As for the main objective, there are names of levers that you and your business can use to increase your visibility with potential customers.
Whether you join a communication agency or want to develop your own strategy, web marketing is essential to give your business the notoriety it deserves thanks to quality content that reaches consumers on social networks, research, and your potential customers. In this article, you can see the essential web marketing tools to set up your site:
The offer and the target to define your objectives.
To begin with, you have to define precisely what you are selling, and above all here, put in place an appropriate web marketing strategy. Internet users must quickly learn about your business and the value added by your company that you bring them.
See also: Steps for a successful influencer marketing campaign.
Indeed, you sometimes also know your customers. To communicate with them, you can segment them and create “personas” (customer profiles). Understands you better than you can, and convert your visitors into customers.
Natural referencing or SEO to strengthen your visibility.
Natural referencing or SEO is a set of techniques that you can use to increase your visibility on search engines (93% of searches are done on Google).
To popularize SEO, there are 2 sections: online (on your merchant site) or external (outside your store)
In order to boost the natural referencing of your e-commerce and also boost your website with search results, you can sometimes write your pages according to strategic keywords according to your offer and their lexical domain. To do this, rely on the searches that the Internet user does when he wants to find the products you sell.
A blog to develop your notoriety and your image.
Create your entrepreneurial blog to develop your digital marketing strategy.
The creation of a blog for a one-time keyword research, content and writing business site. Yet, it’s crucial to grow your online business, you allow yourself to believe in a community around your brand and humanize your store. In addition, you offer a great SEO opportunity for your online store.
A professional blog also offers you 2 main marketing opportunities for the increase you sell:
- You are interested in strategic search terms, which allow you to increase traffic on your blog and on your website.
- Position yourself as an expert in your field by writing quality content and sharing it on social media.
Social networks to manage your customers.
Social networks allow you to win potential customers and grow your community. Each social network has its own code, which is used differently depending on the type of business and especially the objects.
Having an effective social network gives a good image to your company. You can choose from the different social networks available:
- Instagram: a network of images.
- Facebook: the largest network. Creating and developing a community is very complex, without advertising investment.
- TikTok: a buzzing network
- Twitter: a news network.
- Pinterest: a network of inspiration and traffic.
- Linkedin: a professional network. It is essential for your marketing strategy.
- Snapchat: it’s an ephemeral and instantaneous social network.
- YouTube: the video medium.
An advertisement to advertise your business.
Now any business can afford to use digital advertising to attract new customers.
Even with a small budget allocation, it is possible to achieve interesting results. When it comes to results, the return on investment (ROI) of digital advertising is easy to measure. You will quickly know if you lost the money on advertising or if I publicized it, your bringing in customers. This is the biggest advantage over traditional media (TV, radio, display and cinema).
Also, the names of the existing advertising companies are Facebook Ads (which manages advertising on Instagram, Whatsapp and Messenger) and Google Ads (Google Network, Shopping and YouTube).
Email to build customer loyalty.
Email remains the most common technique for communicating with your potential customers. You can send newsletters and promotional offers to your segmented database to provide information and best practices in your personalized messages. For this you will need a database.
Also read: Webmarketing: Monetizing your site by attracting advertisers and selling advertisements.
To build a donation base, you can start collecting emails from your customers with the appropriate Opt-In campaign.
Analyze your results with Google Analytics.
The marketing actions that you will put in place for your store must be measured! If you analyze the results of your business, you need to optimize and develop. There are many analysis tools that can take you very far, but they are all very complex to understand and use.
For this, Google Analytics is free and easy to use. You can easily follow the evolution of your web marketing campaigns, the effect of visitors and general sales for sending emails, advertising on Google, etc.
You should regularly check your Google Analytics dashboard to see which campaign is performing better than the other to boost it and generate more sales.
Collaborator to create an event.
Partnerships are a real opportunity for you!
In order to develop your online store, there are many collaboration opportunities:
- A partnership with a complementary product for you: you with a community of customers, born and established. You can find a company that is in the same situation as you, not a competitor. Believing your community in exchange with another community will open up many sales opportunities for you.
- Partner with an influencer: Influencers are leaders in active communities in a field of activity. Offer them your product, ask them to try it, and if they like it, they’ll share your offer with their community (which could eventually reach millions of potential customers).
Inbound marketing strategies are necessary within any company, including non-profit organizations or NGOs. This type of strategy aims to attract the consumer through valuable content and become visible on the internet. But how can you create a strategy? Inbound marketing by NGO and what is in effect? We explain everything in this article. (more…)
In any industry, keeping tabs on competitors is crucial. Competitor monitoring helps you identify new market opportunities and threats, as well as gauge your performance against your competitors.
That being said, monitoring competitors can be difficult. The online space is constantly flooded with new companies and brands, making it difficult to keep track of who is doing what.
If you’re ready to take your competitive strategy to the next level, this article will help you get started with five competitor monitoring strategies suitable for online businesses. Each tip can help you monitor your competition more effectively so you can continue to drive your own business growth.
Read on to find out how!
5 Best Free Tools to Monitor Website Changes
In today’s ever-changing digital landscape, where web pages typically change every second or even multiple times a… Read more
Monitor competitor prices with Visualization
An essential part of competitor monitoring is tracking changes in competitors’ prices. This can be especially useful in industries where prices fluctuate often, such as in the retail sector.
Keeping a close eye on competitor prices will help you stay informed of price changes, and knowing when a price change is happening can help you understand the reasons behind it.
For example, if a competitor’s product regularly sells for $100 and then drops to $50, you can tell that the product probably didn’t sell well. And this information can help you understand how a competitor’s performance can impact your own business.
Monitoring competitor prices can also help you identify new profitable opportunities. Suppose you notice that a competitor’s product is more expensive than similar products in the industry. In this case, you can decide to be more competitive and attract more customers by offering a lower price.
An effective and very easy to use price monitoring tool is Visualping. You can simply select the area of the webpage you want to track changes to – like where the price is listed on the page – and you’ll receive an email notification when the price changes.
Track mentions of competing brands with Mention
Monitoring how and where your competitors are branding themselves online can give you great insight into what they are trying to defend and how they are positioning themselves.
Observing how other brands are getting mentions online can help you identify new opportunities to reach customers. For example, if you notice that a competitor is using a particular keyword that you haven’t used before, you might be able to use that keyword to introduce yourself to new customers.
Brand mentions are also a must-have competitor monitoring strategy that will help you identify potential threats to your business. For example, if you notice a competitor talking about a new product feature that may be important to customers, you can take steps to match that feature so you don’t lose customers.
A great tool for knowing when competitors are being mentioned online is Mention.
Take control of your competitors’ online reviews with reputology
Using online review monitoring tools can help you understand what customers think of a competitor’s products, services, and customer support.
Looking at these reviews will also help you know how your competitors are impacting their customers. This information will also help you identify areas where you might be able to improve to keep your customers satisfied. It will also give you new ideas from potential customers on how to add more value to your products.
If you notice a recurring issue in your competitors’ reviews, you may be able to address that issue with your product to prevent customers from feeling disappointed.
Tracking competitor reviews can also help you identify potential threats to your business. Suppose you notice that a competitor has a lot of complaints about a similar issue. In this case, you can try to solve this problem with your own customers to prevent these criticisms from harming the image of your company.
Capture competitor newsletters with Owlletter
Monitoring how your competitors are growing their content and audience can help you identify new opportunities. You can do this by analyzing which content formats are performing best for your competitors and then trying to emulate that success with your content.
You can also use services like Owletter to capture all emails sent from your competitors’ websites to their mailing lists, rather than creating a new email address and manually subscribing to every newsletter you find. . Keeping an eye on your competitors’ most shared content can help you identify new topics to cover.
For example, you can try to provide more information on a popular topic or to solve the problem raised in this content. Whether you’re trying to create more of your own content or emulate the success of your competitors, monitoring content performance can help you find new opportunities to reach new customers.
Analyze competitors’ advertisements with Anstrex
Spying on competitors’ advertising performance can help you identify new opportunities to generate leads. Tools like Anstrex will help you unlock native, Google, Facebook, and Linkedin ads.
If you notice that a competitor’s ad campaign is generating more leads than expected, you may want to find new leads by emulating this strategy with your own ad campaign.
Watching how your competitors are reaching customers with paid advertising can also help you identify potential threats to your business. If you notice that a competitor is generating a large amount of low-quality leads with their ads, you may prefer to avoid those leads. And use different parameters instead to target more profitable audiences.
Competitive intelligence is a crucial part of any business strategy. Tracking your competitors can help you identify new opportunities to grow your business while protecting against threats to your performance.
The online space makes it even more important to keep tabs on your competitors as changes happen faster. But it also makes it easier when you know which tools to use. By implementing these competitor monitoring strategies, you can stay informed about your rivals to continue driving your business growth.
You are an expert in your subject matter, have spent years researching and refining your knowledge, and have valuable information to share that could help others, while also helping to boost your online business branding efforts.
Putting together a book can be a great way to better establish your expertise and thought leadership, making you a go-to resource in your industry. And with so many self-publishing and promotional options now available, creating your own book is within easy reach and may be worth considering in your broader brand marketing approach.
But writing a book is one thing: getting people to actually know about it and buy a copy is another challenge entirely.
That’s where this guide from Author Marketing Experts comes in. In the graphic below, the AME team has put together some helpful tips on how to maximize your book’s promotion through social media; Most of these lessons also apply to marketing any product through social platforms.
There are some helpful tips to get you thinking – check out the infographic below.
After testing it for the past six months, Twitter has announcement the official launch of its new “Campaign Planner” platform to help you with your advertising strategy on Twitter.
Well, maybe not yours, because it’s only available to managed partners to get started. But Twitter is looking to expand access to the tool over time, which could provide valuable insight into planning your Twitter advertising strategy.
Campaign Planner allows Twitter advertisers to predict the results of their campaigns before launching them on the platformvia a range of estimation tools based on your entered variables.
As you can see in this example, Campaign Planner is able to forecast reach, impressions, average frequency, and CPM, based on your chosen parameters, while also providing information on budget requirements and likely results, based on Twitter’s database.
And if you’re happy with a campaign forecast, you can also launch your ads directly from the app.
The information is based on estimates, so it won’t be 100% accurate, but it’s ideally indicative enough to provide value to your assessment, which could help guide your Twitter advertising process.
But that’s the real value, or not, here. If those predictions turn out to be very accurate, that could be a great addition – but if they’re not good for the majority of advertisers, the estimates aren’t worth much.
In testing, Twitter partners reported good results with the prediction tools, which hopefully is a good sign.
And there’s more to come – as explained by Twitter:
“Over the next few months, we’ll be expanding Campaign Planner to support more goals and in more markets, and enable plan comparison to help you evaluate the best campaign settings for your goals.
Currently, as noted, the Campaign Planner is only available for managed advertisers in the United States, United Kingdom, and Japan, who spend at least $1,000 (or local currency equivalent) on a campaign.
So it’s probably not available to you yet, but again Twitter will be looking to expand the tool, and it could become a valuable planning platform over time.
You can learn more about Twitter’s campaign planning platform here.
Like any entity, digital marketing can help a Non-Governmental Organization achieve its marketing or communication objectives. In the majority of cases. The main difference from a for-profit entity is the purpose: help improve the world. Next, I’ll explain how a digital marketing plan for an NGO differs from that of a for-profit company; and what are the most appropriate low-cost strategies for an NGO.
Like any business, the first step is to make a digital marketing and communication plan. As I explained in the article “How to make a step-by-step social media plan“Before implementing a digital marketing strategy, it is necessary to analyze the entity itself, in this case the NGO, the competition, the scope of action, the cause, the marketing and/or communication objectives. and the target audience.
Before continuing to explain what are the best low cost digital marketing strategies for an NGO, I will explain what are the main differences compared to a for-profit entity, which we will see when designing the marketing plan. digital: They are the value proposition, goals and target audience.
The value proposition
An NGO’s value proposition is why an NGO should be supported, and what is the differential value of that proposition compared to other NGOs. That’s to say, the benefit it will bring to society. To achieve this, it is important to focus on what the organization achieves, not what it does to achieve it.
Through different digital marketing strategies, the value proposition must be communicated to potential partners or volunteers in order to achieve the defined objectives.
NGO Digital Marketing Goals
The digital marketing goals of an NGO are often quite different from those of a for-profit entity. Precisely because the ultimate goal is not to obtain economic advantages, but improve the world we live in.
We can classify them into two groups: information Yes capture. The most common are:
- Sensitize society to a social problem.
- Publicize the social actions they carry out.
- Attract new partners (individuals or companies)
- Collection of donations.
- Recruitment of volunteers and/or collaborators.
Target audience: Members or volunteers, not customers.
An NGO does not seek clients. Look for individual or business partners, donors, volunteers and/or collaborators. For this reason, each of these profiles must be defined in order to know which digital marketing strategies and actions to follow to arouse their interest in the cause.
It will therefore be necessary to define what are the interests of each of these groups, what concerns them, what is their way of life, their motivations, their social commitments, their purchasing power, etc.
Low Cost Digital Marketing Strategies for an NGO
A strategy is the path we follow to achieve our goals.
By digital marketing strategies for an NGO, I mean the specification of the actions that will be carried out on the Internet to achieve the objectives. In other words, to meet the 5 W: What we will communicate who we will inform you when, where – in which media – and What. “Strategy” and “tactical action” should not be confused. A very common confusion. For example, social media management is the strategy; and posting one type of content on social media is tactical action.
Qualified lead capture strategy
Nail lead capture strategy It consists of designing a set of actions with a single objective: to collect qualified data from potential partners or volunteers.
To capture the data and, later, start your conversation with a partner or collaborator, it is necessary to have a platform for sending and automating email marketing.
The mail marketing platform, Mailrelay, offers a free version for NGOs
For NGOs, the best option is to bet on Mailrelay. This email marketing web service offers a free account for NGOs with no limit for one year. Using this tool, you will be able to attract new members at no cost and keep your current members and volunteers informed of any initiative the non-profit is carrying out.
Thanks to this option, you will be able to save money, since there is no other tool that is free without sending limits or subscribers.
brand awareness strategies
A suitable brand awareness strategy It will help any NGO achieve its goals without committing large financial investments. It’s about doing actions with informational value so that the online and offline media echo these actions. Some examples would be:
- Conclude collaboration agreements with other entities committed to the same cause.
- Look for opportunities to be present in the media (interviews, opinion pieces, participation in debate tables, etc.)
- Build deals with influencers who help us get our message viral.
- Make good use of social media to actively participate in communities that champion our same cause.
For content strategy I am referring to the planning, development and creation of valuable content that helps us communicate our value proposition, reach our target audience and capture their interest for later, and as we saw in beginning, to capture their data (qualified leads).
As for content, we can create an infinite number of formats: social media content, blog posts, podcasts, videos, infographics, ebooks, etc.. The important thing is that this content is always useful and relevant for potential partners or volunteers.
For example, if our value proposition aims to minimize food waste, we could well create a carousel on Instagram outlining 10 steps to avoid it.
There are different web applications that allow us to easily create this type of content, and many of them offer free or trial versions.
It is as important for an NGO to attract new members or volunteers as to retain them. For this reason, it is also necessary for any NGO to design different loyalty actions in its digital marketing plan. Some tactical actions that can help us do this are:
- Sending personalized marketing emails on specific dates: birthdays, renewal of your subscription, thanks for extraordinary contributions, etc. For this we can well use – as I already mentioned – Mailrelay.
- Social media management. Thanks to social networks, we can generate an emotional connection with volunteers or partners, and involve them in the actions, activities or initiatives carried out.
- WhatsApp. You can also build loyalty by making good use of the WhatsApp Business application. It will serve as a service channel to answer any questions, report any activity or maintain direct communication with associates or volunteers.
Do you manage the communication or digital marketing of an NGO? Tell me! What strategies do you follow to achieve your goals? I read you
I am a digital marketing consultant, speaker and trainer specializing in social media strategies, search engine optimization (SEO and SEM) and personal branding at the agency “Un Community Manager” and blogger in digital marketing. Also, I recently created the influencer marketing agency The Troop.
Every t-shirt bought, every coffee ordered, every car driven has an impact on the planet. To be sustainable – long-term as a business – a company must put a sustainability strategy at the heart of its brand.
While only 34% of companies discuss ESG at every board meeting, according to research conducted by the Diligent Institute earlier this year, 71% say it’s integrated into their overall corporate strategies. This encouraging development indicates a growing alignment of ESG objectives across all business activities.
At a recent roundtable, business leaders discussed how sustainability affects every part of a business. “For the longevity of a business, you have to have sustainability at heart. You have to have very clear strategies on what you’re trying to accomplish. It’s understanding that if you start from a set of principles and you really build something for the long term, you’re more likely to be in it for the long haul,” says Jon Lane, CEO of fashion brand Passenger. He adds that sustainability can mean both environmental awareness and long-term success of a business.” You have to build [a company] which continues, which will not be eliminated from the market because it has passed its expiry date. »
To do this, however, companies need to consider how sustainability is integrated into every part of their business, from operations to corporate culture to communications and marketing.
“Customers are interested in sustainable solutions,” says Alex Jennings, Purchasing Director of DS Smith. “So there is a business reason to do it,” he adds, even if the durable solution comes at an extra cost. For the packaging manufacturer, sustainability is infused throughout its operations, from design to production. To achieve this integrated approach, DS Smith’s 700 designers have undergone training in circular design. Not all “recyclable” goods are actually recyclable. To combat this, DS Smith’s design principles are grounded in sustainability and focused on improving recycling.
Likewise, at Passenger, design, sourcing and manufacturing all adhere to the company’s sustainability principles. The company uses recycled fibers and sustainable textiles to reduce the carbon footprint of fashion. For both companies, selecting the right suppliers and deploying sustainable sourcing strategies are key. Lane says, “We try to change people’s mindsets because people just do things because that’s what they’ve always done. Part of our role is to come in and be the goofy bastard who basically says, ‘Well, why are you doing this. You need to change that.
Ideas on how to improve internal processes came from all over the company. “I would much rather be in a position where there are a lot of marginal sustainability gains, rather than too many ‘big bang’ approaches,” Lane says, noting that the company culture encompasses sustainability and sustainability. ‘innovation.
Jennings agrees that culture is key to ensuring sustainability in all of a company’s operations. “You have to make sure you have the right people to help you. Integrating it is such a big cultural shift in an organization that employs over 30,000 people. You have to start at the top. »
But for both, it comes down to business relevance. If the business is not making money, sustainability is neither here nor there. Both have found that sustainable practices can not only attract great talent and provide a competitive advantage with customers, but also improve efficiency and encourage investment.
For growing businesses, the talent pool is a key audience when it comes to sustainability. Dr Anjana Basnet, a lecturer in business at Arden University, sees all business students at the institution take a course in CSR and business ethics as part of their degree. She says sustainability is of paramount importance to her students: “I personally feel that this is where the students are. They have ideas that they will transpose into the real world.
These students would eventually become the workforce for companies such as DS Smith and Passenger. Jennings says, “We need to create safe environments for people to feel comfortable being creative and being innovative and challenging products, processes and thinking. We need to make sure that students understand that there is a business connection between this reader, and not just a moral duty.
However, once this culture is in place, it still needs to be communicated to the company’s various stakeholders. Basnet’s research took her to Nepal to examine sustainability reporting in listed companies. She found that while companies had strong CSR activities in place, they were not communicating them to the investment community through sustainability or annual reports. While UK plcs are required to report, SMEs and unlisted companies are not. “It’s not that it’s not driven,” Basnet says of the durability, “but it’s not communicated to the outside.”
Lane’s experience at Passenger echoed Basnet’s findings. “We’ve never donated a big sustainability report. We just don’t have the manpower to do it,” he says. “If we went away and wrote a report, it would distract us from making small, incremental changes.” That said, the company uses its marketing and consumer touchpoints to communicate its sustainability goal. Part of the customer journey is to engage in initiatives such as Passenger’s tree planting program or its use of recycled fibers.
At DS Smith, which reports annually on sustainability, communications extend beyond this single point of contact. He says the company is working “from top to bottom of our supply chain to challenge our customers and challenge our suppliers around circular thinking about sustainability.”
Diligent Institute research shows that the full board is now responsible for environmental issues in 38% of companies. This marks a dramatic shift from 2019, when just 20% of companies saw the entire board engage in environmental oversight. Similar percentages of companies engage the full board in ESG and sustainability strategies, supply chain risks and sustainability reporting.
It takes strong leadership and an engaged corporate culture to encourage sustainable business practices across an organization. Aligning a company’s operations is crucial to the success of sustainable business strategies. But these ideas must then be put into practice through supply chain and purchasing changes, updates to manufacturing processes, or educational programs. And for these initiatives to truly make a difference, the organization must then share them with the wider organization and the world through an integrated communications strategy.
“If we can tell the story of where the products come from or how we do things, that’s the point of engagement with the customer. It’s all about storytelling and storytelling,” says Lane. “What we want to do is inspire ourselves and people outside that you can make small changes and they will make a difference. But also, hope for the best and ask questions.
Those who ask questions and challenge the processes may discover that they are making the crucial difference in embedding sustainability at the heart of the brand.
Unsupervised recently surveyed 748 marketers to better understand their tool preferences, career aspirations, and goals. What emerges from the survey are two topics:
- The weakest skills of Marketing departments.
- Objectives and aspirations: the main areas of growth desired.
That’s why we decided to write this article talking a bit more about the importance of being a strategic marketer and the essential marketing skills for it.
The weakest skills of the departments
According to the study, 39% of respondents said that email marketing and writing are the weakest skills in departments.
It’s worrisome to think of such a result — especially considering that 68% of respondents are B2B marketers — because email marketing continues to be one of the most successful channels when used correctly. .
When it comes to writing skills, the picture is even bleaker as it is a foundational skill that helps marketers with almost every other marketing skill.
It’s hard to think of a good social media marketer with bad writing skills. This is a valued skill in all of the marketing positions we have at Rock Content.
The most sought-after growing area
If you ask a newbie marketer what interests them most, they’ll probably tell you social media. The investigation showed that Social media marketing is the most sought-after area for growth by 48% of respondents.
With social media being such a hot topic, marketers can make the wrong strategic decisions or overlook other important marketing skills.
Thinking of social media as a key skill can lead to an extremely tool-driven career path and make you a less valuable professional.
Don’t get me wrong, social media shouldn’t be an overlooked channel either, but it should be treated as a very important channel, not the biggest skill to develop within a marketing department.
So how do you become a strategic marketer?
You might be wondering what strategic thinking has to do with the skills marketers most want to develop.
Being strategic can help a professional just starting out in their career, as well as marketers, make better decisions.
In short, be strategic it is about identifying movements and scenarios and knowing how to design a way to face the challenge of change. As we explain in this article on the strategy model for marketers, a good strategy has these three elements:
- orientation policy;
- coherent set of actions.
Following this framework, a social media plan would be part of the third point: actions/channel of a strategic plan.
That said, you should think about the skills you need to master to be a salesperson who goes beyond tactics and knows how to get good results in any area of marketing. That’s what I’m going to tell you now.
The essential marketing skills you need to master
Here are some skills that, if you develop and follow the strategic framework, will bring you much closer to being a strategic marketer.
Also listed in the survey as one of the weakest skills (36%), it is needed for any tactical and marketing area.
Whether creating a campaign, creating new content, developing enablers, or any other marketing initiative, doing good research will help you identify challenges, benchmarks, and the best possible approach.
In any area of marketing, doing good research will improve the quality of your work.
Telling a good story will help you get people to click on an email marketing item, so you can finally convince them to buy your company’s product, for example.
If you know how to tell stories, you are a good salesperson. Apply stroytelling to the simplest part of the content marketing you create and you’ll see how the results increase.
I’m not saying that you have to be very specialized in data analysis tools. But of course, you can aspire to be a specialist in this field. Being analytical is more about understanding the cause and effect of your initiatives and making decisions based on evidence.
If you want to focus on the social media domain, it is best if you have a deep understanding of social media metrics. And if you want to work with email marketing, you need to know all about the relevant KPIs of this modality.
In-depth understanding of the business you are working in
This is the last tip that is not only valuable for marketers. You will always be a tremendous asset to the company if you have a deep understanding of the company you are working in.
- What is your company’s positioning?
- What are the industry benchmarks?
And, even better: if you can link your Marketing initiatives to the company’s KPIs, you can generate very good opportunities.
How are your marketing strategies and initiatives helping the business through the funnel?
Even if the initiative has a long-term impact, always try to connect the dots.
Of course, there are a wide variety of hard skills you can specialize in to become a better salesperson depending on the specific career path you want to pursue.
However, having these skills and focusing on being more strategic than tactical will help you take the next step in your career aspirations.