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Archive for the ‘Strategy and Brand Building’


Retargeting. 10 myths vs realities 0

Posted on February 26, 2018 by Rob Petersen

retargeting

Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website.

For most websites, only 2% of web traffic converts on the first visit. Retargeting is a targeted advertising technology and tactic designed to help companies reach the 98% who don’t.

It works through a small, unobtrusive and unnoticeable piece of code (or pixel) that is place on your website and drops an anonymous browser cookie to retarget visitors. Later, when your cookied visitors browse the web, the cookie will let your ad provider know when to serve ads to only people who have previously visited your site.

AdRoll, ReTargeter and SiteScout are companies that offer retargeting services. Ad platforms like Google Adwords and Facebook ads offer it directly to their advertisers as a feature of their ad buys.

But there are pros & cons and plenty of fact vs fiction.

Here are 10 retargeting myths vs realities:

MYTHS:

  1. MOST MARKETERS KNOW ABOUT IT AND USE IT: Only 25% of marketers have a dedicated budget for retargeting. 10% of agencies and 9% of brands have it as a separate budget.
  2. RETARGETED ADS ARE JUST STARTING TO CATCH ON IN SOCIAL MEDIA: 67% of online advertisers are now using Facebook ads for retargeting. Social media is a sophisticated and widely used channel.
  3. MOST PEOPLE HATE BEING RETARGETED: Actually, it’s the opposite. 30% of consumers have a positive or very positive reaction to retargeted ads, vs. 11% who feel negatively about them. The greatest percentage, though—59%—have a neutral reaction.
  4. IT REACHES ONLY PEOPLE WHO HAVEN’T BOUGHT YOUR PRODUCT OR SERVICE: It could just as likely be reaching current customers too. That’s because the retargeting code triggers for any visitor who has gone to your site, viewed one page and left. There is no way for the code to discriminate if this is someone who has never bought or already brought your product.
  5. RETARGETED ADS COSTS THE SAME AS REGULAR ADS. Not necessarily. If you are using a service, definitely not. Since you are likely to be paying a premium to do retargeting, make sure you know how many more people will have to convert to make the investment worthwhile.

REALITIES

  1. AD PERFORMANCE IMPROVES: Retargeted customers are 3 times more likely to click on your ad than people who haven’t interacted with your business before. Retargeting can boost ad response up to 400%.
  2. SOME PEOPLE ENJOY RECEIVING RETARGETED ADS: 25% of online buyers enjoy  being retargeted because it reminds them of what they were looking at. 60% of U.S. online buyers say they notice ads for products they look up on other sites.
  3. RETARGETED CUSTOMERS CONVERT MORE OFTEN: Retargeted customer are 4X more likely to convert than new customers. CPG company Kimberly-Clark relies on retargeting, saying it is seeing 50 to 60 percent higher conversion rates among consumers who have been retargeted.
  4. MANY MARKETING BELIEVE IT SHOULD BE USED MORE OFTEN: 46% of search engine marketing professionals believe retargeting is the most underused online marketing technology.
  5. IT’S BASED ON HOW WE BUY: It takes up to 6 to 8 “touches” to turn a lead into a customer. It can take many contacts before the lead turns into a paying customer. Its greatest value may be replicates our real buying. behaviors.

Do these myths vs reality help? Is it for you? Does your business need help putting retargeting to use?

24 most effective lead generation tactics surprisingly 0

Posted on February 12, 2018 by Rob Petersen

lead generation tactics

Lead generation tactics are the activities marketers use to identify, attract and nurture relationships with prospects so they turn into customers for your product or service.

According to 600 marketers from an eMedia survey, B2B Lead Generation: Trend Report, the choice of lead generation tactics plays a key role to achieve the best results. That’s because:

  • 68% of companies say increasing lead quality is more important than lead volume
  • 59% of companies say they are generating high quality leads.
  • 42% are converting leads into customers.
  • 37% deliver effective lead nurturing programs.
  • 36% say lead generation is impacting revenue and is achieving ROI.

What are the lead generation tactics marketers say are most effective? The list may surprise you. And the sources  for each of the lead generation tactics is given at the bottom of the list.

Here are the 24 most effective lead generation tactics surprisingly.

  1. 83%: Company Website
  2. 81%: Articles on your Website
  3. 80%: Email Marketing
  4. 78%: Events, Conferences and Trade Shows
  5. 77%: Case Studies
  6. 77%: Search Engine Optimization (SEO)
  7. 71%: Content Marketing
  8. 62%: Webinars
  9. 59%: Social Media
  10. 56%: Public Relations
  11. 53%: Blogging
  12. 56%: Paid Search (PPC)
  13. 52%: Telemarketing
  14. 48%: Online Advertising
  15. 45%: Content Syndication
  16. 44%: LinkedIn
  17. 37%: Direct Mail
  18. 37%: Facebook
  19. 36%: Online Directories
  20. 32%: Re-targeted ads
  21. 26%: Affiliate Marketing
  22. 26%: Mobile Marketing
  23. 22%: Print Advertising
  24. 19%: Rented Lists

Source for  1, 3, 4, 6, 8-15, 17, 22 and 23 is eMedia. For 2 and 5, the source is MarketingProfs. For 19-21 and 24, the source is Chief Marketer. For 7, 16 and 18, the source is Capterra.

This list is intended as a guide. If you are pursuing lead generation, now you know if your going about it using the tactics that marketers say are most effective.

If you’re are like me, in any given week, you probably get emails from companies offering these services for your business stating how much they will help your business grow.

Doesn’t it also help to know the ones that probably deserve the more serious consideration based on the experience of people who depend on effective lead generation tactics?

Does your business need help developing a lead generation strategy with the most effective lead generation tactics?

40 inspiring value propositions to help write yours 0

Posted on February 05, 2018 by Rob Petersen

value propositions

Value propositions are a business or marketing statement a company uses to summarize why a consumer should buy their product or service. The reason every business should have one is to be clear why their particular product or service adds more value or better solves a problem than other similar offerings.

What are great examples of value propositions?

Here are 40 inspiring value propositions to help write yours.

  1. AUDIBLE: Listening is the new reading
  2. BIT.LY: Shorten. Share. Measure.
  3. BLUE APRON: Food is better when you start from scratch
  4. BUDWEISER: The Great American Lager
  5. CREDIT KARMA: You Credit Scores Should Be Free. And Now They Are.
  6. DIGIT: Save money, without thinking about it.
  7. DOGVACAY: Find the Perfect Pet Sitter Near You
  8. DOLLAR SHAVE CLUB: A great shave for a few bucks a month
  9. EVERNOTE: Remember everything
  10. FUNDLY: Raise Money for Anything
  11. GUSTO: It’s time to tame the chaos of payroll, benefits and HR
  12. HOMEADVISOR: Find Trusted Improvement Pros
  13. HUBSPOT: Grow Your Business
  14. INTUIT: Simplify the Business of Life
  15. JORD: Luxury Hand-Crafted All-Natural Wooden Watches
  16. LADDERS: Move Up In Your Career
  17. LEGALSHIELD: Worry Less. Live More.
  18. LISTIA: Sell old stuff. Get new stuff for free.
  19. LOCU: Get Found Online
  20. LYFT: Rides in Minutes
  21. MACBOOK: Light. Years Ahead
  22. MAILCHIMP: Send better email
  23. PINTEREST: The World’s Catalog of Ideas
  24. PLATED: Open the door to a new kind of dinner
  25. QUARTZY: The free and easy way to manage your lab
  26. PICPLUM: Share Your Best Moments
  27. PROVEN: We connect talent people with meaningful careers
  28. ROBINHOOD: Free stock trading. Stop paying up to $10 for every trade.
  29. SALESFORCE: Connect to Your Customers in a Whole New Way
  30. SCRIBD: Read Like You Own Every Book in the World
  31. SKILLSHARE: Classes taught by expert practitioners
  32. SPOTIFY: Soundtrack your life
  33. SQUARE: Start selling today
  34. TARGET: Expect More, Pay Less
  35. THUMBTACK: Consider it done.
  36. TORTUGA BACKPACKS: Bring Everything You Need Without Checking a Bag
  37. UBER: The smartest way to get around
  38. UNBOUNCE: Build, Publish and A/B Test Landing Pages Without I.T.
  39. VIMEO: Make Life Worth Watching
  40. ZILLOW: Find your way home

You might not have heard of all these companies, but their value propositions clearly tell what they offer in a differentiated way.

Are these inspiring value propositions to you? Do they help you write yours?

10 myth vs realities about effective lead generation 0

Posted on January 29, 2018 by Rob Petersen

effective lead generation

The purpose of a business is to create and keep a customer. – Peter Drucker

Lead generation is the action and process of identifying and cultivating potential customers for a business’s products or services. If a business exists, as Peter Drucker says, to create and keep a customer, then effective lead generation is a going to play a primary role.

But there is a lot of fact vs fiction about what works and doesn’t with lead generation.

To clear up the confusion, here are 10 myth vs realities about effective lead generation.

MYTHS

  1. LEADS ARE WILLING TO BUY: MYTH. 73% of all B2B leads are not sales-ready and approximately 96% of visitors that come to your website are not ready to buy. The easiest way to lose leads is to come on too fast and too strong with a sales pitch.
  2. COLD CALLING IS ONE OF THE TOP LEAD GENERATION TECHNIQUES: MYTH. The three most common lead generation strategies are: email marketing (78%), event marketing (73%) and content marketing. (67%). That’s because, when done right, these strategies offer value to a prospect and provide a means for them to get to know something about you. They also cost less than paying someone to call and  potentially scare people away.
  3. NEW LEADS ARE MORE IMPORTANT THAN RETURNING LEADS: MYTHS. There is a common misconception among many business professionals that more customers are better. In actuality, returning customers are who you should be focusing your attention for effective lead generation if you want your business to be more profitable. According to research, they’re up to 60-70% easier to sell to than new customers, and they’re worth around 10 times their first transaction. Even more convincing, studies show that just a 5% increase in customer retention can boost a business’s profits by 95%.
  4. COST PER LEAD IS A KEY METRIC: MYTH. Marketing departments often work with cost per lead in mind, but should focus on cost per acquisition, cost per up-selling the customer and cost per lifetime value of a customer. Instead of a hyperfocus on the cost per lead of a campaign, consider a formula that measures the true return of your efforts. For example, if you work thinking your best close rate is $50 per lead, you might be overlooking $1,000-per-lead opportunities that close at 80% and are worth 50 times per customer.
  5. FORMS WITH MULTIPLE FIELDS ARE A NECESSITY FOR LEAD CAPTURE: MYTH. One of the biggest assumptions in lead generation is thinking that it is always helpful to make form fields necessary to fill out for potential customers. The reality is, excessive contact forms or modal windows often just annoy them, and they’ll feel as though they’re giving out too much information for something they’re not sure they want.

REALITIES

  1. HIGH QUALITY LEADS DO THEIR OWN RESEARCH: REALITY. 93% of B2B buyers begin with an online search. 70% of B2B buyers use three or more channels when researching a potential purchase. A lead worth pursuing probably already knows something about your company. Treat them with respect for being a smart buyer.
  2. CONTENT MARKETING IS THE MOST WIDELY USED LEAD GENERATION STRATEGY: REALITY. Content marketing is used for lead generation by 83% of B2B marketers93% of B2B companies say content marketing generates more leads than traditional marketing strategies. 70% of B2B marketers claim that videos are more effective than other content when it comes to converting users to qualified leads. Content marketing provides an interactive platform with many forms of content that make it the most widely used vehicle for effective lead generation
  3. SOCIAL MEDIA GENERATES BETTER BUYERS WITH HIGHER CONVERSION RATES: REALITY. Social media lead conversion rates are 13% higher than the average lead conversion rate. B2B buyers most active in using social media to support the buying process are more senior and have 84% bigger budgets, make 61% more purchase decisions, and have influence over a greater span of purchase decisions than those buyers who did not use social media to support their purchase process. Companies using social media for lead generation are likely to find leads that make better customers
  4. NURTURED LEADS MAKE BETTER CUSTOMERS: REALITY. More than 79% of marketing leads don’t convert into sales with the lack of lead nurturing as the leading cause. Nurtured leads make 47% larger purchases than non-nurtured leads. Make sure you nurture leads. It’s one of the best investments you can make in an effective lead generation program.
  5. STRATEGIC LANDING PAGES ACQUIRE BETTER LEADS: REALITY. 68% of B2B businesses use strategic landing pages to acquire leads. Take the time to make the landing page your lead lands on welcoming, personalized and relevant. It’s likely to give you a better return.

Do these myths vs reality help you understand what makes lead generation more effective? Is your business looking to get started with an effective lead generation program?

30 revealing facts on Facebook posts with higher engagement 0

Posted on January 15, 2018 by Rob Petersen

Facebook posts

Last week Mark Zuckerberg announced a major overhaul of Facebook’s News Feed algorithm that would prioritize Facebook posts to favor content from friends and families over publishers and brands.  Facebook said Facebook posts with “meaningful social interactions” would receive priority over “relevant content.”

Why did Facebook make this change?

  • Is Facebook trying to give engagement, a key Facebook metric, real legitimacy?
  • Are there too many spammy business posts?
  • Is there too much fake news on Facebook?
  • Should people who work at creating posts that get interactions be rewarded?
  • Organic reach of Facebook posts is 1% currently. Is any of this going to matter?

The change has people and businesses wondering.

To guide your content, here are 30 revealing facts on Facebook posts that get higher engagement and interaction.

  1. 1,000-3,000 word article used as links get the most interaction (Buzzsumo)
  2. 6X more interaction with directly embedded video vs YouTube videos (Buzzsumo)
  3. 300% more Facebook Live videos are watched compared to prerecorded videos (Sprout Social)
  4. 135% more reach for Facebook posts with video than posts with an image (Sprout Social)
  5. 100% increase in shares for Facebook posts with a video in 2015 (Sprout Social)
  6. 100% increase in comments when asking a question at the end of a post as opposed to the middle of the post (Jeff Bullas)
  7. 93% of the most engaging posts on Facebook contain photos (Fast Company)
  8. 87% greater interaction rate for Facebook posts with an image over plain-text posts (Sprout Social)
  9. 85% of people watch Facebook videos without sound (Sprout Social)
  10. 83% of parents are friends with their children on Facebook (Brandwatch)
  11. 53% more likes, 104% more comments and 84% more click throughs on posts with links than text-based posts (KISSmetrics)
  12. 78% of Facebook ad revenue comes from mobile ads (Brandwatch)
  13. 75% increase in video post per Facebook user in 2015 (Sprout Social)
  14. 75% of brands will pay to promote posts on Facebook (Brandwatch)
  15. 60% more engagement with shorter posts (Jeff Bullas)
  16. 49% of users like a Facebook page to support a brand they like (Brandwatch)
  17. 47% of Facebook users only access the platform through mobile (Brandwatch)
  18. 41% of people Like a Facebook Business page to receive regular updates from that brand (Jeff Bullas)
  19. 40% of users don’t like any brand pages – meaning paid Facebook ads are the only way to reach them (Brandwatch)
  20. 35% of Facebook users choose social media as their top choice for customer service (Sprout Social)
  21. 35% of people like a Facebook page to compete in a contest (Jeff Bullas)
  22. 33% of people go to a competitor if they are ignored by a brand on social media (Sprout Social)
  23. 32% more engagement from Facebook posts on weekends (KISSmetrics)
  24. 23% more engagement for post with images on Instagram (Buffer Social)
  25.  22% of the internet time Americans spend on mobile devices is taken up by Facebook; this compares to 11% on Google search and YouTube combined (Brandwatch)
  26. 19% of all mobile ad spend worldwide in 2015 was on Facebook (Brandwatch)
  27. Only 3% of content is videos, yet they have the highest engagement (Brandwatch)
  28. Average click-through rate for a Facebook ad is 0.9% (Brandwatch)
  29. If a call-to-action (CTA) button is added, it can lift click-through rate by 2.85 times (Brandwatch)
  30. Posts published on Thursday and Friday receive the highest engagement (Brandwatch)

Do they facts help you to think about how you can createFacebook posts with more engagement and interaction? Does your business need some guidance with its social media content?

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    BarnRaisers builds brands with proven relationship principles and ROI. We are a full service digital marketing agency. Our expertise is strategy, search and data-driven results.



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