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Posts Tagged ‘marketing resources’

You’ve Launched a Website. Now What?

July 16th, 2015 by Jeff Mangels

Website Launch

Congratulations! You’ve launched your new website with engaging content and a modern design that everyone loves. Launching a website is a big deal and can be very time consuming. We should know; we launch a lot of websites.

It’s time to sit back and watch crowds of people flood your website and leads fill your inbox, right?

I’m afraid that you are going to be quite disappointed if you are banking on the philosophy of “build it and they will come.” Your launch is just beginning.

You’ve heard it before: to grow your business and overall presence online, you’ll need to get busy marketing. Yes, hard to believe, isn’t it? If you take an active role in marketing your website, you’ll build momentum and see a faster return on your investment. Here are a few simple tips to help you do that.

Create a content plan
Creating a content plan and editorial calendar will help you stay focused on generating regularly scheduled relevant and relational material for your website. More specifically, content for your blog. Blogging regularly is one of the best ways to engage with your site’s visitors and maintain their interest.

Think of your blog as a platform to promote your search ranking. When someone searches for industry specific content and you have written about it, you stand a greater chance of appearing within the search results. Consistent, fresh and relevant content keeps your audience informed and reinforces your position as a thought leader in your field.

Incorporate social media
There’s a huge crowd roaming the social media landscape consuming all of the information that is posted. Promote your blog and other interesting content on your social media networks. This not only creates opportunities to drive visitors to your website, but it allows those who are interested to follow you and share it with others.

On the flipside, be sure to link to your social properties from your website as well.

Consider SEO and website analytics
Begin with your SEO. You can tackle the low-hanging fruit by addressing individual website pages. Set your titles, keywords and descriptions for each page. If you’re not taking the time to let people know who you are by your descriptions, they will be less likely to pay attention to your website.

Next, make sure that you have Google Analytics installed on your website. You’ll be able to track how many visitors your site receives, visitor behavior, how long they stayed and website traffic sources. These types of insights can help you determine what visitors are looking for, how to keep them on your site longer, and ultimately how to turn them into clients.

Refresh and update your website
Consider the maintenance of your website like that of your car. With your car, you get the oil changed regularly and do major tune-ups at recommended intervals. Your website is going to need the same type of upkeep and attention. Keywords, title tags, and content copy can become outdated. If your business is in a fast changing industry like technology, insurance or medicine, your website content may need to be updated even more frequently so set your update schedule accordingly.

Take a few hours each month to go through your website and review your content. Have there been new developments have caused content to be outdated? Perhaps you have some content on your blog that needs to be updated with a “Part 2.” Take advantage of changes within your industry to keep your audience informed.

Looking for assistance with marketing and promoting your website? Contact Launch Marketing today! Be sure to follow us on Twitter and like us on Facebook to keep up with the latest B2B marketing tips and trends.

Graphic Source: www.massagemag.com

Content marketing continues to be an extremely important part of B2B marketing strategies in 2015. Although important, the process of content creation, curation, distribution and tracking comes with a cost: time. Businesses are already overwhelmed with an ever-growing to-do list, so how are they supposed to manage the process of creating and managing content across multiple platforms?

To make content marketing work, marketers and writers need to be generating great content on a regular basis. There are numerous technology tools out there that will help streamline your content efforts and maximize productivity. Content Marketing is such a rapidly evolving space that we are not attempting to create an extensive list of tools, but rather provide examples of some of the content marketing tools currently available. The following list of resources can help you create more effective content and cut down the time it takes to create and promote it.

Research and discovery tools
First, you need to understand the audience for whom you are writing. The tools below are examples that can help you with this step.

Instapaper – With this app, you can save web pages and articles you find online throughout the day, and read them offline later. It is great for long articles and blogs that you don’t have time to read the moment you find them. Save the content and read it later while commuting or waiting in line.

Feedly – RSS feeds are still one of the best ways to monitor your industry for news and content. Feedly is a news aggregator application that has emerged as one of the best ways to subscribe to RSS feeds.

Google Trends – Tracking the popularity of keywords for Google searches is a powerful way to see what people are interested in. You can also use the graphs generated by Google Trends as images in your own content.

Content creation tools
If you are looking to maximize social sharing, your content need to be more than just text. Here are a few examples of content creation tools that can add eye catching and engaging objects to what you are writing.

ThingLink – If you are looking for an easy way to tag things inside an image with links to documents, videos, music and more, ThingLink is for you. Upload an image, tag specific locations within the image, and then embed it within your website or content.

TimelineJS – Create rich, visual interactive timelines with TimelineJS. You can include videos, photos and other media types in your timeline. Once created, you can embed your timeline using the provided html code.

Wordle – Word clouds are a great way to add context for a reader. Wordle takes the text that you provide to it and then generates a word based image based on word frequency. Adding a visual element like this can increase the odds of your content being shared socially.

Content promotion tools
For many marketers, it is a monumental task to promote all the content they create. Luckily, there are many tools (free and paid) that exist that can help busy marketers promote their content in a variety of ways.

LinkedIn – While there are several social media channels available to promote your content, LinkedIn is more of a business-focused network. Share your content and engage with your followers as discussions occur around your content.

Outbrain – Amplify your content with this tool that recommends your content on premium websites. Engaged readers receive a personalized experience with exposure to your relevant content.

Dynamic Signal – Promote and distribute your content to multiple channels leveraging the social reach and influence of your own employees. The tool also allows you to measure the impact that content has on engagement and leads.

As the importance of content marketing continues to grow, so will the number of resources that can help your organization save time and effort. The subset of tools listed here are certainly the tip of the iceberg when it comes to content marketing tools. Take the time to determine your content marketing needs and perform your due diligence regarding the options that will make the biggest impact.

If you are looking for more information or assistance with content marketing be sure to contact Launch Marketing. You can also follow us on Twitter and like us on Facebook to keep up with the latest B2B marketing tips and trends.

Graphic Source: www.dodgecommunications.com

blog 5.22.15

While marketing departments are starting to see budgets shift toward more thought leadership and educational-based communications, traditional marketing collateral should still remain a focus of any organization. In fact, it still plays a very important role in your marketing mix. Here are five tips that will help you build your brand and effectively support your sales efforts.

Make collateral part of your integrated marketing strategy.

The success of your company comes down to how well you convey what you have to offer. Marketing collateral is a creative way to tell your business story so that people understand who you are and what you do. Outlining your messaging and collateral library before launching your campaign will keep you focused. The key points that you want to reiterate will be clearly conveyed across all of your collateral items. Research suggests, and our experience confirms, that prospects respond to content that discusses their challenges and pain points – not your product or service alone. Just make sure that you are able to map the challenges and pains back to how your product or service addresses them.

Create brand consistency with a corporate style guide.

Make no mistake. Marketing collateral is a direct reflection of your business. Your collateral should convey your business in a professional and credible way. Failure to do so will result in unfavorable first impressions and lost opportunities. With every piece of collateral there should be a consistent look and feel with the visual design as well as tonality of the copy. A style guide will allow you to sort and add structure to the different elements that make up your collateral. It enables you to set strict guidelines around your logo, color schemes, key graphics, fonts, taglines or key phrases.

Find a balance for your graphics.

Graphical elements in your collateral can effectively guide a reader through the content while keeping the attention of your audience. There is a certain balance between all collateral elements that needs to be adhered to in order to effectively do this. When selecting images, take in to account their purpose. Selecting images that closely relate to your business or brand image and/or visually illustrate important data points is appropriate and can make your collateral stand out.
Utilize white space in your collateral.  While it is tempting to fill every inch of your collateral with images or information, this may result in over-saturation. Use a combination of white space and imagery to frame your message and call attention to it. A design that is too busy will distract from the important things like your logo, call-to-action or product/service information.

Consider the quality of your materials.

The type of paper that you use, the quality of the collateral images and even load times for your digital assets all contribute to how your audience will respond to your marketing collateral. Using high quality materials and imagery will ensure that your company appears professional and makes a positive first impression.
Collateral doesn’t have to be boring so don’t be afraid to try something different. Use your imagination to come up with original and unique pieces that make you stand out from the crowd. Try incorporating different materials and shapes. The only limitation is your imagination, and, of course, your budget.

Drive digital assets with physical assets.

Businesses often forget to incorporate the digital marketing aspects of their collateral. Items like website addresses and social media pages printed on physical collateral can direct your audience to access digital elements and hold their attention beyond the initial printed piece.
How long has it been since you examined your collateral? Chances are it could use a good once-over and refresh to bring it up to speed with your current messaging, branding guidelines and goals. By following these tips, you can ensure your collateral positions your business in a positive light while building your brand and converting leads into buyers.

Have additional questions about marketing collateral? Contact Launch Marketing today! Be sure to follow us on Twitter and like us on Facebook to keep up with the latest B2B marketing tips and trends.

You’re busy and your work load isn’t showing signs of slowing down any time soon. Don’t let your busy schedule get in the way of effective marketing. Often times, it’s not about “having” time. It’s about making time. Here are six simple things often overlooked by businesses that can have a big impact on the effectiveness of their marketing when done consistently.

1. Promoting your blog. Content is not a new idea and we all know that content is king. What you may not know is that you are leaving valuable opportunities on the table. If you are taking the time and making the effort to write blog posts, make sure that people know about it. Promote your content in your newsletter, your email signature, your website and especially on social media.

Blog 5.14.20152. Reposting content. This is especially true regarding social media. Social streams move very quickly and users are in and out of their social feeds throughout the day. Another point to consider is that content isn’t only relevant to conversations once. Just because you post your content one week doesn’t mean that it will be any less relevant 3-4 weeks later.

3. Repurposing content. When is a whitepaper not a whitepaper? The answer is: all the time. Each piece of content that you produce, especially the more lengthy ones like whitepapers and eBooks, can be carved into a series of content like blog posts. On the flip side, a series of blog posts could be reworked into an eBook. Even videos can be repurposed. Consider this “low-hanging fruit.” Since a majority of the research and planning is done with the initial content piece, it’s worth taking a little extra time to repurpose it into new formats that can be used to increase viewer engagement.

4. Revisiting contacts. During our busy schedules, it’s easy to focus on what’s right in front of us. Make a plan each month to look at your database and think about contacts you have not spoken to in a while. Make the effort to reach out to them. This not only shines the spotlight on your business, it highlights your sincere interest as well.

5. Saying thank you. Seems simple enough, right? Take the time to thank people. This may be over the phone or in person but when someone does says something or does something nice, thank them. When someone refers you to a prospective customer, thank them! You get the point. If it’s sincere, you can’t say thank you enough.

6. Minding the little things. Pay attention to spelling, punctuation and word use. It’s the culmination of little things that will chip away at the perception of your brand and business. Every error and every mistake takes away the attention that should be focused on your product or service. If you need to brush up on your grammar and punctuation, we have a 2-part article that will help you with some of the most common mistakes in your written communications. It’s not rocket science. These seem like minor things and yet they often go ignored. Make time to target these six items on a regular basis and you will start to see improvements in the quality and results of your marketing.

Looking for a team of seasoned experts who can address your marketing needs and garner big returns? Contact Launch Marketing today! Be sure to follow us on Twitter and like us on Facebook to keep up with the latest B2B marketing tips and trends.