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Marketing Tactics

The Ultimate Marketing Tool Library for Entrepreneurs

A list of marketing tools you’ll want to bookmark.

Casandra Visser

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Marketing-tools

Knowing how to work smarter and faster is going to put you on the fast track to success so having the right tools at your disposal is a major benefit.

The beauty of the 21st century is that there are a myriad of tools available to entrepreneurs, many of which you won’t even have to budget for. Bonus! Get your marketing and sales to pick up speed by widening your marketing arsenal with the below list of online, content and general marketing tools.

Online Marketing Tools

Hootsuite-logo

There are very few businesses that don’t see the opportunity in having an online presence for their business and with the wide variety of marketing tools available to help you implement your strategy it’s easier than ever to spread your branding message online.

Related: Free Sample Marketing Plan Template

Here are some online marketing tools that you might find useful:

  • Hootsuite.  If you have social media accounts then this tool will help you save time by managing your daily, weekly and monthly posts all in one place. Create new posts for any of your social media pages, respond to questions from followers and track when your brand is mentioned. Run reports on your accounts to see which posts are working and what you should rather stop talking about on your platforms. This tool is free but the paid version does offer more advanced options.
  • Google Analytics. This is one of the best free tools available to track the success of your website. By inserting a few lines of code into the HTML of your site you will be able to see who is visiting your site, what content they are reading or products they are interested in and how much time they are spending on your site. Google will also know that they can track and index your website in order to add it to search engine results. This online program can be used free of charge and could be the most valuable online tool that you can invest in.
  • ClicktoTweet. Make it super simple for your website visitors to share your content online. ClicktoTweet allows you to create shareable posts within your website copy that users can simple click on to share it with their Twitter followers. You can use this tool on your website or you can download a WordPress plugin.
  • Google Adwords. This is a paid for tool that will not only help you boost your website traffic stats but your sales too. Ever wondered where the adverts at the top and to the right of your search engine results come from? Well that would be Google Adwords. Basically brands can bid on keywords that they would like to both affiliate with their business and show up in search results for and then Google displays them to potential customers depending on what the business bid as well as the competition around that keyword.
  • Unbounce. So your website is up and running but you just aren’t seeing the results and the sales aren’t rushing in as expected. This has happened to countless of online businesses and most only find out too late that it was their website’s landing page that was causing the loss of sales. Unbounce is a tool that allows you to setup different versions of your website’s landing page to see what works.]
  • Tweroid. If social media is an important part of your strategy then knowing when your followers are online will make it that more effective. This online marketing tool will tell you exactly when your followers are online so that you can post your best content at the right time.
  • Marketing Grader. Want to find out how you are doing with your online marketing? Marketing Grader will do just that. Type in your website address to get a full report on your blogging, social media, SEO, mobile and lead generation efforts so that you know what you need to improve on.
  • WordPress. This online website development platform has become on the easiest ways to build your own website. There are tons of free templates for you to use and it’s simple to setup. If development isn’t one of your strong points then you might want to get some extra help, especially if you want to pay for a more advanced theme.
  • Kuler. If design is not your forte then Kuler is a great tool to use to decide on the colours to use on your website. All colours have different meanings and create certain emotions so make sure that your online marketing is creating the right impression.
  • Crowdbooster. Looking to increase your Facebook page likes? Crowdbooster is the ideal tool for this. This marketing tool will analyse your posts to provide you with the best times to post content on your page as well as what content works best according to the types of followers you have.
  • Rafflecopter. Running competitions on your social media pages is no longer the only option available to you. This tool allows you to create an embed a giveaway anywhere on your website.

Resource: The Complete Guide To Writing A Marketing Plan

Content Marketing Tools

Hubspot-logo

Many marketers have come to realise the benefits of incorporating content marketing into their overall strategy. Customers are drawn to brands that have something extra to offer them and providing interesting and relevant content is a sure fire way to engage with your users and get them coming back to your website.

Below are some hot content marketing tools that can assist you in creating a valuable experience for your readers.

  • Trend Spotter. This tool assists organisations in spotting trends and topics that they can capitalise on way before they are being talked about. You can take advantage of their trial version first to see if it’s a tool you want to invest in on a monthly basis.
  • HubSpot Stock Images. Jazz up your online content with this offer of 160 free business stock images. Simply fill in a short form to gain access to royalty free images for your marketing material. Some other sites that you can use for free stock images are freerange, stock.xchng and Wikimedia Commons.
  • Haiku Deck. This content marketing tool gives you the chance to go beyond PowerPoint and create killer presentations. Haiku gives you the option to use their web platform or download their iPad app.
  • Infogram. The way users engage with content is changing and visual elements are becoming very important making a tool such as Infogram so useful. This content marketing tool is free and allows you to create vibrant infographics and charts to use on your site or in your marketing material.
  • PressBooks. This online platform offers a simple and effective solution to creating ebooks for your business. Choose from a variety of customisable templates and export it to your PC. You can even use one of their partners to distribute the ebook for you.
  • Free Content Calendar Template. A good content strategy requires planning so having an editorial calendar will ensure that you always have fresh and exciting content on your website. Download a free calendar template by Jamie Griffiths of Manifesto here.
  • Meme Generator. Meme’s have taken over a large part of the online space and people love them so why not get in on the action. This content marketing tool allows you to add a fun twist to your content by creating your very own memes for free.

Resource: 4 Digital Marketing Trends to Pay Attention to Right Now

General Marketing Tools

Evernote-logo

When it comes to marketing you should never stop searching for new opportunities to stand out as a brand. It’s when you stop being innovative and growing that your business and especially sales slows down.

Give your customers a reason to keep coming back and make them proud to be associated with your brands. The below tools can help you along the way:

  • Evernote. Had a light bulb moment or saw something that you could use in your own business? Jot it down before you forget! By downloading the Evernote app you can write down and find your notes quickly and easily. There are free and paid for versions of this app.
  • Free Marketing Plan Template. Get your ducks in a row and know exactly how you are going to achieve your marketing and sales goals. Download Entrepreneur’s free marketing plan template to gain insights into your market, decide on your goals and develop an effective marketing strategy. Click Here.
  • LogoMaker. Choose from thousands of icons and design a logo that’s unique to your business. The low resolution versions of your logo are free but you will need to pay for the high resolution files. A logo is critical as a business so get it done at the start.
  • Target Market Worksheet. Build a demographic, geographic and psychographic picture of your target market by answering the questions in this worksheet. Click Here.
  • Mail Chimp. Personalise messages to your customers by creating an email marketing campaign and Mail Chimp is one of the easiest platforms to use for this. Their Entrepreneur plan allows you to send up to 12 000 emails to 2 000 subscribers without having to pay anything for it. Their templates are eye-catching and responsive so your mobile users won’t feel left out.
  • MindNode. A great brainstorming session can last hours but can generate some profitable ideas so it’s important to make notes of as much as possible. MindNode maps out your ideas from start to finish and allows you to store your session for reference later on.
  • blogtalkradio. Ever wanted your own radio station? Well here’s your chance. When you sign up on the blogtalkradio site, all you need is a phone and a browser to get chatting with your listeners. There’s also the option of taking it up a notch with their paid packages.
  • SurveyMonkey. Get the answers to important research questions by using this popular marketing tool. Choose a template to build a survey that’s unique to your business. Distribute the link to your marketing list, get your answers and take action accordingly. Simple as that.

How to Use Marketing Tools in Your Strategy

Once you have completed your marketing plan and strategy you’re going to have a good idea of where your brand is going and what you need to do to get it there.

The marketing tools that you decide to use should fit in with the implementation of your strategy and the goals that you have set out for your business. The great thing about knowing where to turn for marketing tools is that if something isn’t working you can change it and take a new direction.

The most important thing to keep in mind however is that your strategy is what’s going to make or break your business, not the tools that you use, so try not to place too much emphasis on having a tool for everything. They are only there to assist you and make the process a little easier.

Related: Mega Marketing Trends You Need to Know About

Casandra Visser is a Digital Marketing & Content Strategist and writes for Entrepreneur Media SA.

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Marketing Tactics

Useful Marketing Tactics For Growing Businesses

Customer acquisition, customer experience and content marketing can be identified as the three most important marketing strategy areas to focus on.

Jandre de Beer

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marketing-tactics

Digital marketing offers the business world so many advantages, including the ability to communicate with their target markets quickly and easily. Unfortunately, digital marketing has also opened doors for companies to flood mail boxes, news feeds and ad spaces with junk mail and spam resulting in customers tuning out to anything irrelevant and suspicious.

Customers have become less likely to trust companies and less receptive to messages. The only way for valuable messaging to stand out from the noise is if a business knows how to market itself properly.

Over and above advertising, there are a lot of other aspects that contribute towards an effective marketing strategy, these include research, email, content creation, list curation, social media and even customer service. To be a successful marketer it isn’t necessary to become an expert in every single marketing tactic, but it is important to master the most important areas. Customer acquisition, customer experience and content marketing can be identified as the three most important marketing strategy areas to focus on.

1. Customer acquisition

Of course, not all customers are the same. Some customers are only interested in buying products on sale from a particular brand and then never interact with that brand again. Acquiring, and of course retaining customers with a high lifetime value should be the overall objective for businesses, but this requires more time and money being invested in better, more qualified leads. While the upfront costs might be higher, in the long-term this investment will pay off with continued business from these lifetime customers.

2. Customer experience

Competitive pricing can’t be the only aspect that businesses focus on in order to stand out against competitors. In the current digital era customers expect a good customer experience when they deal with brands so this should be an important focus area for all businesses. Customers expect fast and seamless experiences such as intuitive user interfaces and processes, fast websites and service response times, as well as accurate information about the problems they face.

Customers don’t want to waste their time on websites that require them to jump through hoops, and they definitely don’t want to feel misled by anything a business is communicating. Customers will quickly move on to other sites that offer better experiences as well as other businesses that are more trustworthy. Good customer experiences can go a long way.

Offering more personalised, interactive engagement tactics and improving the customer technology interface should be high priorities for businesses.

3. Content marketing

Marketing is no longer about telling customers that your brand is the best. With the movement towards content marketing, marketing has become about showing customers why you are the best. Content marketing is a legitimate, effective strategy that every business and brand should make use of. While content marketing is a lot more cost effective than outbound marketing, it also generates three times as many leads and offers many other benefits.

Content is a key feature for growing businesses who want to survive in an information rich environment. Customers are looking for brands that provide value beyond their products so creating high-quality content can help you grab your audience’s attention.

In conclusion

Although there are many other factors that are involved in an effective marketing strategy, seeking out customers with a high lifetime value, providing them with a great customer experience while also providing them with valuable content is a recipe for success.

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Marketing Tactics

An ‘Outside-the-Box’ Approach to the e-Commerce Unboxing Experience

Get started by keeping three elements in mind – recyclable/re-usable packaging, personalised thank-you notes and free samples.

Daniella Shapiro

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ecommerce-unboxing

With a predicted 24,79 million e-commerce users in South Africa by 2021, online shopping is here to stay, making it impossible to escape the predicament of perfecting the art of product packaging. It’s time to think outside the box when it comes to creating a meaningful unboxing experience. Get started by keeping three elements in mind – recyclable/re-usable packaging, personalised thank-you notes and free samples.

Recyclable/Re-Usable Packaging

Certain types of product packaging are having a tremendous negative impact on our environment, with 5.35 trillion pieces of plastic debris littering the world’s oceans, and with 269,000 tonnes of this amount floating on the surface – and plastic isn’t the only culprit. Did you know that it’s impossible for Styrofoam to ever be broken down completely? And that 1 million single-use coffee cups wind up in landfill every single minute of every day? These statistics make it obvious as to why it’s becoming so important for business owners to be more conscious about the type of packaging that they use.

Many business owners wonder if their customers really care whether their business is doing its part to protect the environment. According to Forbes and a 2017 Cone Communications CSR Study, the answer is a resounding ‘YES, they most certainly do!’.

87% of the consumers surveyed stated that they always have a more positive image of a company that supports social or environmental issues, and 88% claimed that they usually feel more loyal toward a company that they know supports social or environmental issues.

Thoughtful Thank-You Notes

The unboxing experience should be a unique and personal one, and it should be just as memorable as the experience of utilising the product itself! So, make it all the more special and build customer loyalty by including a personalised thank you note. Address the customer by their first name, thank them sincerely for their patronage and end off by giving them some helpful advice regarding the product, or share an interesting benefit of using it. Go the extra, extra mile by hand-writing the letter too.

Free Samples

Everyone loves getting free stuff. Why not bolster the unboxing experience by sending over a little bit more than expected? Not only will a free sample put a big smile on the face of the receiver, if they actually enjoy using it, there’s also a good chance that they’ll be coming back to order more. According to Shopify, free samples have the potential to boost sales by as much as 2,000%.

When it comes to packaging, make the right choice. Sustainable, thoughtful, memorable. Your customers, and the environment, will thank you for it.

 

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Marketing Tactics

The Facebook Ads Strategy That Can’t Lose

It’s a numbers game.

Entrepreneur

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facebook-ads-strategy

Running a profitable Facebook Ads campaign is simple. Not always easy, but simple.

There is a formula that can guarantee a profitable Facebook Ad campaign. Once you know the formula and the values to plug in, you’ll never sink money into a losing digital ad campaign again. I know it sounds too good to be true, but stick with me…

The Guaranteed Growth Formula

Here’s the entire formula: CPA < AP

Were you expecting coefficients, remainders and dividing by polynomials? Nope, there are only two values that matter when assessing your digital marketing funnel.

1. CPA – Cost Per Acquisition

2. AP – Average Profit Per Client

If your Cost Per Acquisition, the amount you pay to generate a paying customer using Facebook Ads, is less than the Average Profit you make from each new customer you’re guaranteed a profitable campaign.

Calculating Average Profit

To get average profit per client, sum your total revenue from new clients and subtract what you spent to serve them. Divide the result by the total new clients. For example, if you made $75,000 from 10 new clients over the past year and it cost you $40,000 to serve them, your average profit is:

 ($75,000 – $40,000) / 10 = $3500 Average Profit Per Client

If your average acquisition cost for similar future clients is less than $3500, your campaign will technically be profitable.

Of course most businesses won’t want to spend all of their profit on acquisition. An average business can expect to invest at least 7 percent but no more than 15 percent of revenue in sales and marketing. If Cost of Goods accounts for 60 percent or more of total revenue, your low profit margin may make it difficult to afford successful advertising. Decrease operating costs by increasing efficiency or adjust your margin by raising prices.

Don’t make the mistake of calculating Average Profit based on revenue only from the first sale. Use at least six months of revenue or your lifetime client value as the basis for your calculation, or you risk underfunding your marketing and sales budget.

Related: Here Is Why Your Facebook Ad Campaigns Aren’t Producing Results

Calculating Cost Per Acquisition

Let’s assume you’ve considered all of your marketing and sales costs and determined you can spend $350 per new client on Facebook Ads. Let’s reverse engineer your ad campaign to see if a $350 cost of acquisition is reasonable.

The simplest Facebook ads funnel includes four metrics that build upon each other to determine your acquisition cost. I’ve included standard benchmarks for use as a starting point, but your results may differ:

1. Click-Through Rate (CTR) – Percentage of people clicking on your ad. Your CTR should be near or above 1 percent.

2. Cost Per Click (CPC) – The cost of one website visit. CPC should generally be below $3.

3. Lead Conversion Rate – The percentage of site traffic that becomes qualified leads. This value should be 20 percent or above.

4. Sales Conversion Rate – The percentage of leads that convert to a sale. Aim for sales conversion at or above 5 percent. (E-commerce companies often skip the Lead Conversion stage and have a Sales Conversion Rate of 1 percent or greater.)

If 10,000 people view your ad at a 1 percent CTR, you’ll get about 100 website visits. At a $3 CPC, you’ve spent $300. Since 20 percent of your traffic will become leads and 5 percent of those leads become closed sales, we can calculate that you’ll generate approximately 60 leads and three new customers.

Your estimated acquisition cost using Facebook Ads is $100 per client, which is well within your budget of $350. This cost may rise as you scale and target less optimal prospects, but as long as your acquisition cost is less than $350 you’ll make an acceptable profit.

Complex funnels can include several ads and conversion points, but the Guaranteed Growth Formula of CPA < AP still applies. There’s no immediate reason for concern if your metrics differ from the benchmarks. You can and should split test ideas for improvement if your numbers are far from what you expect, but don’t mess up a good thing until you’ve got a better one.

Optimising Your Guaranteed Growth Funnel

If unhealthy metrics cause your acquisition to cost more than what you’ve budgeted, start with these adjustments:

Click-Through Rate Too Low or Cost Per Click Too High

If your CTR falls far under 1 percent Facebook may stop showing your ads or show them to second-rate audiences causing your traffic to tank and CPC to increase. To improve your click metrics, adjust your ad copy (headline and body text), ad creative (image or video) and highlight the benefits in your offer.

Refine your audience. Tailor your copy, images and call-to-action to the audience you’ve selected and ensure that your audience has the desire and means to act.

Lead Conversion Too Low

If leads aren’t converting at 20 percent or more, either the promise made by your ad isn’t congruent with your landing page, or the process of moving forward is too difficult. Try using the same image and headline in your ad and reduce the form fields in sign-up forms to the bare minimum. Also try retargeting visitors who don’t sign up with ads stating the benefits of acting now, or with a different offer.

Related: Staying Relevant In The Facebook Age Of Meaningful Social Interactions

Sales Conversion Too Low

If you’re an Ecommerce brand with sales conversion below 1 percent your shopping cart or sales process may have too much friction. Simplify the sales process to decrease clutter, or increase trust by adding testimonials and trust signals near important calls to action.

Your sales process may need improvement, but that is beyond this article. In the meantime, you can still increase revenue by cross-selling and upselling those who convert. You may also improve client retention with recurring contracts. Yes, that’s why many software companies are switching to cloud-based subscription models.

When used properly, The Guaranteed Growth Formula of CPA < AP makes Facebook Ad marketing an investment, not an expense. Using the formula, the most you should ever risk is a small initial budget to test whether your estimated calculations hold true in practice.

If your net profit is 3X your acquisition cost, your funnel returns $3 for every $1 you invest. Instead of asking “How much should I spend on marketing?” The question becomes, “How much do I want to make?” I’ve built a Facebook Ad Growth Calculator that incorporates the Guaranteed Growth Formula to help execute your growth strategy. Input your revenue goal and it will estimate the Facebook Ad impressions and traffic required to reach it.

This article was originally posted here on Entrepreneur.com.

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