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One of the reasons that I wrote my corporate blogging book a decade ago was to help the audience leverage blogging for search engine marketing. Search is still unlike any other medium because the search user is showing intent as they are seeking information or researching their next purchase.

Optimizing a blog and the content within each post is not as simple as just throwing some keywords into the mix… there are quite a few tips and tricks you can utilize to optimize the post and fully leverage every blog post.

Overall Optimization of Every Page

I’m going to assume that your blog’s design is complete and your blog is both fast and mobile optimized and focus on elements available and customized on each blog post page here.

  1. Page Title – By far, the most important element of your page is the title tag. Learn how to optimize your title tags and you’ll increase the ranking and click-through rate to your blog posts in the search engine result pages (SERPs) significantly. Keep it under 70 characters. Be sure to also include a robust meta description for the page – under 156 characters.
  2. Post Slug – the URL segment that represents your post is called a post slug and can be edited in most blogging platforms. Changing longer post slugs into short, keyword-centric slugs rather than having long, confusing post slugs will increase your click-through rate in the search engine result pages (SERPs) and make your content easier to share. Search engine users are getting far more verbose in their searches, so don’t be afraid to use how, what, who, where, when, and why in your slugs to enhance the slug.
  3. Post Title – While your page title can be optimized for search, your post title in an h1 or h2 tag can be a compelling title that draws attention and attracts more clicks. By using a heading tag, you’re letting the search engine know it’s a critical section of the content. Some blogging platforms make the page title and post title the same. If they do, you don’t have an option. If they don’t, though, you can take advantage of both!
  4. Sharing – enabling the ability for visitors to share your content will get you far more visitors than leaving it to chance. Each of the social sites has their own social sharing buttons that don’t require multiple steps or logins… make it easy to share your content and visitors will share it. If you’re on WordPress, you can also use a tool like Jetpack to automatically publish your articles out any number of social channels.
  5. Imagery – a picture is worth a thousand words. Providing an image or video in your post feeds the senses and makes your content much more powerful. As your content is shared, images will be shared with it across social sites… choose your images wisely and always insert the alternative text with an optimized description. Utilizing a great post thumbnail and the appropriate social and feed plugins will increase the likelihood that people will click through when shared. 
  6. Content – Keep your content as brief as possible to get your point across. Utilize bulleted points, subheadings, bold and italicized text to help people scan the content easier and help search engines understand the key words and phrases you wish to be found for. Learn how to utilize keywords effectively.
  7. Author Profile – Having your author information provides a personal touch to your posts. People want to read posts from people… anonymity doesn’t serve the audience well on blogs. As well, author names build authority and social sharing of the information. If I read a great post, I often follow the individual on Twitter… and then I read additional content that they publish.
  8. Comments – Comments enhance the content on the page with additional relevant content. They also provide an opportunity for your audience to engage with your brand or company. We’ve abandoned most of the third-party plugins and opted in just for the WordPress default – which is integrated into their Mobile apps, making it easy to respond and approve.
  9. Call To Action – Now that you have the reader on your blog, what do you want them to do? Would you like them to subscribe? Register for a download? Attend a demonstration of your software? Optimization of your blog post isn’t complete unless you have a path for the reader to engage deeper with your company.
  10. Categories and Tags – Sometimes search engine visitors click through but don’t find what they’re looking for. Having other posts listed that are relevant can provide deeper engagement with the visitor and avoid them bouncing. Have plenty of options for the visitor to stay and engage more! You can help this by ensuring you have a discreet amount of categories, trying to assign each post to a minimum of them. For tags, you’ll want to do the opposite – trying to add tags for keyword combinations that may drive people to the post. Tags don’t help with SEO in as much as internal search and related posts.

Before I Publish Each Blog Post

The majority of these are all setup and automated with the installation and configuration of your blogging platform. Once I spend time on the content, I do go through some quick steps to optimize my posts, though:

  1. Title – I try to connect with the reader and create a sense of curiosity so they click through. I speak directly to them with you or your!
  2. Featured Image – I always try to find a unique and compelling image for the post. Images should reinforce the message visually.
  3. Hierarchy – Visitors are scanning before they read, so I try to utilize subheadings, bulleted lists, numbered lists, block quotes, and images effectively so they can drill into the information they need.
  4. Post Slug – I try to keep under 5 words and highly relevant to the topic. This makes sharing easier and the link more compelling.
  5. Visuals – I often search YouTube for professional videos to share and use as many images as I can. I rename the images effectively using dashes, which helps for images searches and page optimization. Note my featured image for this post is blog-post-checklist.png.
  6. Links – I always try to include links to relevant posts within my content so the reader can drill down for more information.
  7. Category – I try to only select 1 or 2. We do have some in-depth posts that cover more but I try to keep the target highly targeted.
  8. Tags – I make mentions of people, brands and product names that I’m writing about. Additionally, I’ll do research on keyword combinations people might use to search for the post.
  9. Meta Description – That little description under the title and link to your post on a search engine results page can be controlled by a meta description. Take the time and write a really compelling description that drives curiosity and tells the search user why they should click through to your article.
  10. Grammar and Spelling – There are few articles I publish that I don’t shake my head in embarrassment as I read days later or get a comment back from a reader on the stupid grammatical or spelling error I made. I try to verify every post with Grammarly to save myself… you should, too!

After I Publish Each Blog Post

Promotion – I make sure I promote the posts I write in every channel and every opportunity, personalizing the preview and tagging people, hashtags, or sites that I mention.

Tools like Agorapulse can come in very handy to easily schedule out promotion of each article. Some articles are so popular that I schedule out a tweet every month, event announcements I schedule right up to an event, and other posts I repeat once in a while as it makes sense. It’s an incredible tool that makes my life so much easier. Here’s how much it enables my social media engagement… month to date:

Disclosure: I’m a proud brand ambassador for Agorapulse!

Here are related articles on optimization that can also help you:

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The post How to Optimize Your Blog’s Next Article for Maximum Impact. appeared first on Martech Zone.

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One of my clients relocated their website to a bulk hosting account. They updated their domain’s DNS settings for the A and CNAME records but were having a difficult time determining whether or not the site was resolving with the new hosting account (new IP Address).

There are a few things to keep in mind when troubleshooting DNS. Understanding how DNS works, understanding how your Domain Registrar works, and then understanding how your host manages their domain entry.

How DNS Works

When you type a domain into a browser:

  1. The domain is looked up in an Internet name server to locate where the request should be sent to.
  2. In the case of a Next, your host passes the request to the internal location of the site and returns that IP address to your computer.
  3. Your computer then stores this locally, known as your DNS Cache.

How Your Domain Registrar Works

A note on this… not every domain registrar actually manages your DNS. I have one client, for example, that registers their domains through Yahoo! Yahoo! doesn’t actually manage the domain despite it appearing so in their administration. They’re just a reseller for Tucows. As a result, when you make a change to your DNS settings in Yahoo!, it can take hours before those changes are actually updated in the real domain registrar.

When your DNS settings do get updated, they are then propogated across an array of servers across the Internet. Most of the time, this literally just takes a few seconds to happen. This is one reason why people will pay for managed DNS. Managed DNS companies typically have both redundancy and are incredibly fast… often faster than your domain registrar.

Once the Internet servers are updated, the next time your system makes the DNS request, the IP address where your site is hosted is returned. NOTE: Keep in mind that I said the next time your system makes the request. If you previously requested that domain, the Internet could be up to date but your local system may be resolving an old IP address based on your DNS Cache.

How Your Host DNS Works

The IP address that’s returned and cached by your local system isn’t typically unique to a single website. A host may have dozens or even hundreds of websites hosted on a single IP Address (typically a server or virtual server). So, when your domain is requested from the IP Address, your host forwards your request to the specific folder location within the server and presents your page.

How to Troubleshoot DNS

Because there are three systems here, there are also three systems to troubleshoot! First, you’ll want to just check your local system to see where the IP Address is pointing to in your system:

This is done easily by opening a Terminal window and typing:

ping domain.com

Or you can actually do a specific name server lookup:

nslookup domain.com

If you’ve updated the DNS settings in your domain registrar, then you’ll want to ensure your DNS cache is cleared and you’ll want to make the request again. To clear your DNS cache in OSX:

sudo dnscacheutil -flushcache

You can retry the ping or nslookup to see if the domain resolves to a new IP address at this point.

The next step would be to see if the Internets DNS servers have been updated. Keep DNSstuff handy for this, you can get a full DNSreport through their platform that’s really good. Flywheel has a great DNS Checker in its platform where they’ll go query Google, OpenDNS, Fortalnet, and Probe Networks to see if your settings have propagated properly around the web.

If you’re seeing the IP address properly displayed across the web and your site is still not showing up, you can also bypass the Internet’s servers and tell your system just to send the request directly to the IP Address. You can accomplish this by updating your hosts file and flushing your DNS. To do this, open Terminal and type:

sudo nano /etc/hosts

Enter your system password and press enter. That will bring up the file directly in Terminal for editing. Move your cursor using your arrows and add a new line with the IP address followed by the domain name.

To save the file, press control-o on your keyboard then return to accept the filename. Exit the editor by pressing control-x, which will return you to the command line. Don’t forget to flush your cache. If the site doesn’t come up okay, it may be a problem local to your host and you should contact them and let them know.

Last note… don’t forget to return your hosts file to its original version. You don’t want to leave an entry in there that you want updating automatically!

By following these steps, I was able to verify that my the DNS entries in the registrar were up to date, the DNS entries on the Internet were up to date, my Mac’s DNS cache was up to date, and the web host’s DNS was up to date… good to go!

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The post Need to Verify DNS Locally Using Hosts on OSX? appeared first on Martech Zone.

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MarTech by George Fakorellis - 5d ago

Moosend, the awarded Email Marketing and Automation platform, has re-defined email marketing features, pricing plans, and value for money with its consistency, dedication to excellence, and customer support performance.

Within just 8 years, Moosend has managed to establish a worldwide presence with high-profile agencies and multinational companies such as Ted-X, and ING, to name but a few.

Moosend was the first platform in the industry to be ISO-certified and GDPR-compliant, thus proving its practices have been designed with user orientation in mind.

What started as an email, gave its place to Email Marketing and Automations, and now AI.

When the first email was sent in 1971, history was made. Now, in 2019, email has transformed into a powerful marketing strategy employed by marketing experts and everyday users alike, yielding 400% ROI.

That’s because Email Marketing technology has evolved tremendously, providing Marketers with great solutions to a bunch of problems.

Basically, Email Marketing platforms have evolved to the point that they are not just newsletter tools but, instead, a medium of communication between marketers and their audiences.

Moosend is an affordable email marketing software that can cover a wide range of a marketer’s needs and it is suitable for large companies with a lot of demands or smaller ones with a tight budget.

Over the years, Moosend has met a huge growth because of their empathy-focused model and exceptional support service which have created a layer of trust between them and their customers.

They’ve managed to detect the strong and weak points of their product and markets and made the right adjustments in order to offer a complete solution.

This can be immediately confirmed on dedicated software review websites, like Capterra and G2Crowd, where Moosend is ranked among the top Marketing Softwares globally.

Moosend Solutions for Email Marketing

Moosend’s email marketing software is cloud-based and aims to provide marketers with deep and continuous contact with their audience. It’s a complete service with a simple and intuitive interface that makes the navigation through the tool easy and natural.

However what really makes Moosend stand out, is the volume and variety of automation features as well as the very competitive and flexible price plans.

It has to be mentioned that there is a completely free-forever plan for up to 1000 subscribers, which is more than welcome.
Of course, Moosend understands how important is for a marketer to be able to measure his efforts. That’s why the platform offers an A/B split testing feature and its own Analytics reports that can provide the users with useful and detailed insights of their campaigns.

A user-friendly, drag-and-drop editor is also included which is a huge plus since you can create your newsletter in minutes without having to struggle with external editing software that can be very complicated. The included templates are a nice touch also.

Finally, Moosend can be integrated with famous platforms such as Magento, WooCommerce, and Zapier, something that adds even more versatility to the platform.

Intelligent Marketing Automations And Website Tracking - Moosend Email Marketing Service - Vimeo

Best Practices for Email Marketing

The vast majority of companies that use Email Marketing for at least a part of their marketing efforts will find out that they have a big advantage over their competitors.

However, it’s not to be said that Email Marketing is simple.

It’s proven that there are different techniques that work better and should be used by every marketer that wants to achieve the best possible for his company.

  • List Segmentation is what makes email marketing so successful. Consumers today don’t want to just get bombarded with irrelevant commercial messages. Not everyone wants to hear about everything and the best way to achieve that with a list of subscribers is by segmenting them in different lists.
  • Using Email Marketing for Lead Nurturing. This use of Email Marketing has been going on for years. The purpose of that practice is not to immediately convert a lead but to educate him and convert him later in the future.
  • Use of Marketing Automation can multiply the positive outcomes of a company without having to invest in extra time or human resources. This practice can be used for emails that have to trigger automatically after specific events like cart abandonments or welcome emails.

Moosend serves thousands of companies globally in a wide variety of industries as Email Marketing is an essential medium of marketing communications that can be utilized by every possible business that exists.

Moosend are everything they promise to be, and more! The communication is excellent, and both our Moosend account manager and technical support team have gone above and beyond to help us meet our goals, every single time we have needed them to. The product is also really intuitive and easy to use. I cannot recommend Moosend enough to any business looking for a new ESP.

Anthony Rigby from CareerBuilder

In the digital era software products thrive as they become more and more necessary to companies. To differentiate from the competitors, businesses now have to provide their customers with more than a good product. The most successful companies out there count on delivering value, knowledge, and expertise to their customer base.

Consumers have followed the natural path of development and they no more trust plain words. Instead, they are seeking values that extend from a product’s quality and pricing (not to say that these things don’t matter anymore).

Moosend knows that and that’s why they focus so much on contributing in their community with their always-available customer support, their extensive content library on the Marketing topic and their helpful yet free tools like the Free Subject Line Tester.

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There’s no doubt that email marketing can be one of the most effective ways to reach out to potential customers. It has an average ROI of 3800 percent. There’s also little doubt that this form of marketing has its challenges. Businesses must first attract subscribers who have a chance of converting. Then, there’s the task of segmenting and organizing those subscriber lists. Finally, in order to make those efforts worthwhile, email campaigns must be designed to target people with the right content at the right time.

You can absolutely meet these challenges, effectively create and manage email lists, and use them to your advantage in your campaigns. Below, we will go over various technologies used to collect, confirm, and organize mailing list. We’ll also discuss the role of opt-ins. After that, we’ll go over strategies for list segmentation, and go over tips for creating email and newsletter content that drive conversions.

Marketing Email Technologies

You won’t get very far in your efforts to collect and manage your email lists before you realize that the standard email solution you’re using for day to day communications really isn’t suitable for email marketing. You really need a dedicated solution for email collection, confirmation, segmentation, and to handle opt-ins. Fortunately, you have several options available to you.

Let’s start with some tools for attracting subscribers. You can add to your email subscription lists from a variety of sources, using many techniques. You can add email subscription forms to your website, create landing pages for the purpose of gathering email addresses, entice subscribers with contests or special offers, even collect emails at events. Those are just a few options. These utilities can help you get more interested subscribers.

Listagram

Exit intent popups give you a final opportunity to collect email contact information. These pop-ups appear as customers are exiting your website or landing pages, and encourage customers to move a bit further down the funnel by signing up for your email list. This is a great alternative for people who may not be willing to convert just yet, but are still interested. 

Listagram is a particularly engaging tool for this purpose. This tool gamifies the process of collecting signups by using a ‘wheel’. Rather than simply asking for an email address at the last moment, you create a custom wheel for visitors to spin in order to get a discount, free product, or other offer. In return for collecting their prize, they provide you with an email address.

Sign up Anywhere

Conferences, seminars, and other events provide you with a perfect opportunity to reach out to potential customers. After all, they’ve shown at least a tangential interest in you by showing up. Unfortunately, some of the more common methods used to collect contact information are less than optimal. You can set out a clipboard asking for sign ups, but that’s clunky. You’ll have to transcribe all of that later. Setting up a workstation and entering in subscriber information yourself is also frustrating, and it keeps you engaged in a ‘heads down’ task when you should be talking up your business. Then there’s the matter of often spotty internet connections that seem to plague these events.

Consider Sign up Anywhere instead. This tool allows you to set up email forms, and publish them on tablets, mobile devices, and laptops. They work with or without Wi-Fi, and can be imported when you return to the office. Simply create your form, add it to a couple of easy to use devices and leave them where you would normally leave a clipboard or notepad. Attendees can leave their contact information, and you can incorporate it into your lists later.

Facebook Lead Ads

These are Facebook ads designed specifically to help you collect customer information. Rather than manually inputting information, customers that wish to be contacted simply tap the ad, and facebook brings up the form with contact information from their profile already in place.

However you collect email addresses, the next step is storing them and segmenting them in ways that assist in your marketing efforts. If your email lists are in the hundreds, or even thousands it’s not something you want to handle manually. Instead, let technology help, and focus on developing a segmentation strategy that works for you. Some common email segments include:

  • New Signups – For welcoming emails and first time customer offers.
  • Customer Interests and Preferences – Engage subscribers with content related to their stated interests and preferences.
  • Purchase History – Curate email content based upon items customers have previously purchased.
  • Abandoned Shopping Carts – Send special offers and reminders to customers who left the checkout process early.
  • Lead Magnet – Simply segment customers so you can target them with emails based upon the lead magnet that led them to subscribe in the first place.

Here are some tools that can help:

Constant Contact

This is a popular email campaign tool that allows you to import email addresses from a variety of sources. Then, you can organize these according to categories. Later, when you create email marketing campaigns, you can use Constant Contact’s segmentation tools to precisely target the right audience members.

Mailchimp

Mailchimp is a full service, email marketing campaign tool. It’s deservedly popular, and well worth consideration. Here, we’ll look at the tool’s segmentation module. 

Mailchimp allows you to manually enter subscription information, or to import it. As you add subscribers, you are able to add tags that remain associated with each customer. You can then optimize those email lists through segmentation. When you create a campaign, you can add or create a segment that you will use to target the right customers. This is where the tags are useful as well, as these can be used as segments as well.

Not only does it do you a disservice to target people with email content that aren’t interested, GDPR and other regulations mean that you could be in hot water if you use customer contact information in any way for which they haven’t given you express permission. In fact, many of the tools listed above have processes in place to ensure that subscribers have been properly opted in. Obtaining appropriate permissions is so important, and your opt-in process must be impeccable. Here are some best practices:

  • Use a double opt-in to ensure that you are only targeting people who are truly interested.
  • Avoid opting people in automatically.
  • Provide an unsubscribe option that is easy to locate and use.
  • Use Captcha to prevent bot signups
  • Reiterate exactly what subscribers are opting into when you send confirmation emails

List Segmentation Strategies

Creating email segments that actually get results is a challenging undertaking. However, as you see the fruits of those efforts, it becomes clear that developing a solid list segmentation strategy is worth the time and resources you invest.

Cory Neal, COO of The Word Point

Once of the challenges of segmenting emails is collecting the information you need. In order to get subscriptions, one of the most effective strategies is to require that customers provide a minimum amount of information. That helps to increase subscription rates, but can leave you with very little information to use for targeting purposes. Here are a few ways that you can increase the amount of data you have for your subscribers.

  • Collect information through surveys, tests, and quizzes.
  • Use email engagement metrics to identify inactive, barely active, and highly engaged subscribers.
  • Connect subscription information to past purchases
  • Merge customer support data with email subscription information

The next step is defining the segments you want to use, and determining which subscribers to put in each category. We mentioned several above. There’s also location segmentation, demographic data, the industry they work in, and interests. You can also segment based on changes in customer behavior. There are several options for you to consider.

Creating Email and Newsletter Content That Converts

In order for your email marketing efforts to succeed, you have to target your audience with content that is relevant to them, drives them further down the funnel, and builds a sense of trust in your brand. Segmenting your lists so that you can target your emails effectively is only the first step. Here are some other things to consider.

  • Use Dynamic Emails to Personalize Content – With dynamic content, your emails contain HTML code that modifies the content of that email depending on the recipient. With this technology, the offers, stories, and calls to action each recipient sees depends on their particular traits and behaviors.
  • Use Headings and Subheadings That Communicate Value – Getting people to click into your email is challenging. When they do click, you still have more work to do. You still have to motivate recipients to engage with your content and read further. To do this, sell each story by using a heading or subheading that clearly communicates the benefit of engaging further. For example, ‘10 Tips For Caring For Your DVD Collection’ doesn’t really communicate benefit. ‘10 Tips For Increasing The Resale Value of Your DVD Collection’ does.
  • Incorporate Calls to Action That Nudge Readers Through the Funnel – Calls to action aren’t just for landing pages. For every piece of content you share, there should be some action for the user to take. For high funnel content, this could be clicking to view some additional videos or to read a relevant blog post. For low funnel customers, the CTA could lead them to a landing page to request a price quote or free trial.
  • Create and Curate Current and Relevant Content – People often use email newsletter content for promotional purposes only. This is as big a mistake as using your blog or other social media platforms for promotions only. Nobody wants to engage with a brand that only talks about itself. Instead, balance a small amount of promotional content with content that educates, informs, and entertains. Some of this can pertain to your products and services, e.g.:  how to content. You can also use tools such as BuzzSumo to identify trending topics in your niche, or headline aggregators like AllTop to identify hot topics that appeal to a broader audience.

Conclusion

The success of your email campaigns heavily relies on your ability to collect and manage email data, then target your audience with the right content. By employing the strategies here, you can best ensure your efforts are successful.

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The post Constructing a Mailing List for Email Marketing appeared first on Martech Zone.

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At most companies, marketing and sales don’t operate on a level playing field. B2B sales operations have CRM systems like Salesforce to measure performance, including overall company metrics and the granular details of team and individual performance. Since the CRM system functions as the de facto system of record for revenue in most companies, the sales team has data that is credible in the C-suite. 

Marketing teams use various martech solutions to automate campaigns and measure what happens at the top of the sales funnel. But most can’t drill down to see what happens once the lead is handed off to sales. Full Circle Insights, a marketing performance management solution suite that is built 100% on the Salesforce Service Cloud®, brings sales and marketing data together, creating a single source of data truth.  

Full Circle Insights products deliver clear insights into marketing’s contribution to revenue and make sales team effectiveness visible with complete marketing and sales funnel data. The resulting clarity allows marketing and sales leaders to make better decisions that increase campaign performance, accelerate pipeline and revenue, and drive higher marketing ROI.

Response Management

Full Circle’s Response Management solution gives users the comprehensive marketing data — including Salesforce campaign attribution — they need to drive revenue. Replacing complex spreadsheets and inaccurate, incomplete reports, Response Management delivers clear, accurate insights that show marketing performance results, drive quantifiable growth, achieve Salesforce ROI, align marketing and sales, and enable confident planning. 

Response Management provides a way to track lead responses at all funnel stages and delivers a closed-loop view of outcomes, from source to result. It also provides comprehensive conversion metrics that allow marketing and sales teams to identify process breakdowns, such as hand-off points where leads fall through the cracks, so they can work more closely together to maximize opportunities. 

Campaign performance metrics accurately identify which campaigns influence pipeline and revenue, enabling optimization of the marketing mix. Account-based marketing funnel metrics and attribution capabilities allow users to gain visibility into account prospecting while measuring effectiveness across accounts and segments. 

Matchmaker

Full Circle’s Matchmaker product lets users connect the dots between leads and accounts so they can engage and measure ABM initiatives more effectively. With Matchmaker, users can proactively engage target accounts while intelligently managing inbound leads, connecting individual leads to the right accounts as part of an account-based sales and marketing strategy. 

Connecting the dots on account engagements natively within Salesforce, Matchmaker uses “fuzzy matching” and a drag-and-drop user interface to simplify matching rules engine customization, making it easy to make the invisible visible. It also assigns leads to owners via customizable rules so every opportunity is correctly routed and pursued, turning lead responses into targeted engagements. 

Matchmaker also makes it simple to strategically pinpoint and target the accounts that bring in the most revenue, providing full visibility into historical activities and performance metrics for each account. Its flexible self-configuration capabilities make automated matching, conversion and assignment rules easy by allowing users to choose when leads should auto-convert to a contact or set assignment triggers for the right account owner to engage leads. 

Campaign Attribution

Full Circle’s Campaign Attribution product allows users to track campaign performance in Salesforce for a comprehensive view of how marketing programs generate revenue. With Campaign Attribution, marketing leaders get accurate campaign performance insights to drive efficient marketing mix decisions, including visibility into each campaign that has an impact on every opportunity.

Available as part of Full Circle Response Management or as a standalone product, Campaign Attribution transforms how marketers track and measure campaign performance in Salesforce with customizable attribution models as well as out-of-the-box modeling tools. It provides a complete picture of how full-funnel marketing programs perform. It also includes revenue and pipeline analysis reporting that can be segmented by campaign type, customer size and lead source as well as a trends view. 

Campaign Attribution allows users to weight attribution by single-touch or multi-touch models or create a model that is aligned with their sales cycle and marketing goals, including the ability to customize weightings, incorporate custom variables and cross-compare model results. Campaign Attribution stores precise attribution data right inside of Salesforce, allowing users to dive into granular details across any dimension and generate powerful, credible performance metrics.

Digital Source Tracker

Performance-driven marketers need to measure digital marketing effectiveness in order to evaluate how and where to best spend marketing dollars. Today, clicks from digital advertising, social channels, and other online sources are still unconnected to the leads inside the CRM. Marketers need to pair a prospect’s anonymous digital touch to the identified, responding lead right inside the organization’s revenue reporting system. 

Full Circle Digital Source Tracker adds this functionality on top of our funnel metrics product, Response Management. Together, these products capture online and offline engagements, including anonymous touches, from a marketer’s wide array of channels, programs and systems, to measure the effectiveness of their full funnel marketing strategy and contribution to pipeline and revenue. 

About Full Circle Insights

Full Circle Insights delivers marketing and sales performance measurement solutions to optimize a company’s marketing mix and drive more revenue. The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology. Built 100% on the Salesforce Service Cloud®, Full Circle Insights’ products complement leading marketing automation solutions.

Full Circle Insights is the platform you need to measure marketing’s impact and grow your business. We have spent nine years building a comprehensive platform that tracks and measures all campaigns, programs, events and channels in one place. Our platform complements your current marketing stack and brings data from all of your various marketing systems into CRM in a standardized way for full funnel analysis. And most importantly, our platform gives you actionable insights and tools to improve campaigns and programs to make the biggest possible impact on your business.

Schedule a Full Circle Insights Demo

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MarTech by Douglas Karr - 1w ago

There’s not a day that goes by that I’m not being presented with a poll, survey, or asked for feedback. Unless I’m really satisfied or upset with a brand, I typically just delete the request and move on. Of course, every once in a while, I’m asked for feedback and told that it would be so appreciated that I’ll be rewarded.

Feedier is a feedback platform that lets you collect feedback by rewarding your customers. They get a unique gasified experience and you get the valuable feedback that you’re looking for. The platform has been recognized as one of the easiest to use!

Feedier is a feature packed platform, and includes:

  • Template & Bot Creation – Use pre-defined templates or our creation bot to get ready within a couple of minutes, no hassle. Customize the logo, main color, cover image to get a perfect match for your organization. Make it yours by adding a custom domain, intro content, footer note and even change the language. You can even activate your carrier for a specific date range.
  • Engage with your customers – Send out customized emails to your own lists, send customized texts to phone numbers, insert a beautiful widget on your site or web app, or creates a printable PDF that you can ship along with your products to collect feedback.
  • Create 5 types of meaningful questions – Feedier supports short text, NPS score®, slider, select and long text flexible question types. You can display relevant questions to the right users based on how satisfied they are, or create extensive question flows based on the user’s previous replies and a set of conditions you defined. Beautiful animated designs are available to create the best, gamified experiences.
  • Reward your users – Give away coupons and vouchers to encourage future purchases while controlling the winning probability. Send custom files such as exclusive content to your users along with the reward email they receive. Whether it is a license key, a special invite or any kind of custom message, Feedier will send it for you. You can also give away real money via Paypal by Feedier with a distribution limit and defined probability.
  • Capture and collect user reviews and emails – Display a 5-star rating button only to satisfied and engaged users to any platform like Amazon. Display follow buttons on your favorite social networks at end of the feedback experience. Get new testimonials by detecting happy users and asking them to leave you a complete testimonial along with their email. Boost your newsletter list since emails are needed to get the reward.
  • Treat feedback uniquely – Feedier lets you get in touch with your customers directly through their email and your own CRM. A complete report is built for any feedback so you can understand any customer in one click. The rewards page let you access the list of distributed rewards so that you can get in touch directly.
  • Powerful analytics – including device used, browser, time graph, answers, satisfaction, number of feedback entries, visits, best countries, average time, and NPS. A keyword explorer helps you explore all your answers by looking for specific keywords.
  • Administrative Tools – Export the feedback entries matching your dynamic filters to .CSV or .JSON in one click. Manage your team through different roles to get as many collaborators as needed working together. Receive notifications about what’s going on your Feedier account as well as detailed weekly reports.
  • Integrate Feedier – Feedier has a documented JSON REST API to let your developer integrate with your own platforms and tools. Build Zapier ZAPs with the Feedier triggers to do your own actions whenever you receive a feedback. Receive a JSON payload to your own webhook URL whenever a feedback is received with all its details.

And, for Martech Zone readers, here’s a 20% discount coupon when you subscribe with the promo code WELCOMEFEEDIER2018.

Sign Up for Feedier

Disclosure: I’m using our affiliate link for Feedier in this article.

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Facebook Marketing continues to be among the most effective marketing strategies today, especially with its 2.2 billion active users. Just that opens up a vast well of opportunities that businesses can tap. 

One of the most rewarding albeit challenging way to make use of Facebook is to go for a local marketing strategy. Localization is a strategy that can deliver great results when implemented well.

The following are nine ways on how you can localize your Facebook marketing strategy:

Share Reviews

A useful tactic that many businesses are doing is sharing on Facebook positive feedback that they earn from review sites like Google+ and Yelp. These sites are seen as great localization tools as they aim to drive users to local businesses. 

Aside from just tapping into these sites, sharing feedback you get from these sites allow you to improve on social trust, which is very important for businesses nowadays.

According to a Facebook Advertising Company in New York, “if your business doesn’t have earned reviews yet, then come up with campaigns that can help you do so.” Incentivize feedback by giving away some freebies to many customers who would share their reviews. Better yet, launch a contest where you will reward the best reviews you can get.  

Create an Event

If you are coming up with an event for your business such as a sale, or perhaps a celebration where you will invite a band to perform, it is best if you make create an event through Facebook to not only gather an audience and potential customers but to also improve your business’ online presence.

What’s great about events is that it is easy to create. The network of users who interact with your Facebook event will also be notified that they would be participating in your event so this would help spread the word of your activity and your business.

To further boost localization through a Facebook event, make sure that you include a map and directions to your business.

Use Groups

Facebook Groups are communities that you can build within Facebook for various purposes. As a business, it is a great way to create a community so you can capture a relatively stable audience for your marketing campaigns. Facebook groups are best kept as a community of users that are within your locality, so it is an excellent localization tactic.

Share Local Content

A great strategy to execute is coming up with local content. Doing so helps you effectively tap an audience that can easily engage your business because they are just nearby. 

Some great local content ideas include your city’s history, local events and holidays, culture, or some unique talking points about your locality.

Local content tends to be more engaging for readers, so it is really a good idea to localize it and to regularly do so.

Mention Local Businesses, Events, and Groups

Another helpful tactic involves maximizing relationships with other local businesses, events, and groups. 

By mentioning them other local businesses in posts, and by having them say you in their posts, you can mutually tap into each other’s network, allowing you both to expand your own. It is always best for you to build partnerships not only for the sake of achieving its localization potential, but also to reap the benefits of forming sound business relationships.

It is also a good idea to take the opportunity to latch on an upcoming local event. You have the chance to tap the event’s eager audience. Coming up with offerings that can be associated with the event is an excellent way to tap the people who will be in the event.

Tag Locations and Events

It is also a good idea to practice tagging locations so that you may be able to tap people in that place. And by this, it means that you should check in on where your team goes to for official business, for company trips, and various activities.

The same goes for events. By tagging them, you will be able to tap people who are engaged with these events.

Doing this helps keep your business visible on some different localities that have the potential to do business with you in the future. 

Run a Contest

Contests would always be seen as an effective tactic because people would always want to earn rewards. There is a positive perception to the chance to get something for free.

While there are many kinds of contests that you can hold such as those that involve sharing photos, sharing reviews, or just liking or commenting on a post, it is excellent if a touch of localization can be added to it such as tagging your business and your location.

Also, make sure that you can offer something very rewarding for the prize as a lot of interest for the contest is tied up with the value of the reward.

Encourage Foot Traffic

You can also launch campaigns that aim to invite people to come into your business, and not just engage with you online. You can offer promotions on Facebook that they can then use on-site such as discounts and freebies. Doing this encourages them to come to your instead of going somewhere where they will have to do business paying more for the same products or services.

On-Site Promotion of your Facebook Page

Finally, you should also do a local promotion of your Facebook page so that you can increase your audience. Doing so helps you build on the audience for your Facebook marketing campaigns, whether geared for local or not.

Where possible, you can incentivize this by rewarding those who connect with your Facebook page, an act that can help invite more people to follow you online. May it be a promotional offer or a gift, earning something just by following a business online is something that your local customers would be happy about.

Craft an effective Local Facebook Marketing Strategy today

It is indeed true that localization is a strategy that can boost Facebook marketing. With the nine tips listed above, you will be able to help effectively localize your Facebook marketing strategy so that you may be able to enjoy all its benefits.

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MarTech by Douglas Karr - 2w ago

We’ve written, to a great extent, the impact of speed on your users’ behavior. And, of course, if there’s an impact on user behavior, there’s an impact on search engine optimization. Most people don’t realize the number of factors involved in the simple process of typing in a web page and having that page load for you.

Now that half of almost all site traffic is mobile, it’s also imperative to have lightweight, really fast pages so that your users don’t bounce. It’s such a huge issue that Google has developed Accelerated Mobile Pages (AMP) to address the issue. If you’re a publisher, I’d encourage you to configure and display AMP versions of your pages.

If you are a WordPress user, then you are most probably experiencing its most common problem, which is its slow processing. Slow processing of WordPress becomes a real problem when your work is affected by the unavailability of your site.

Blogging Basics 101

This fantastic infographic from Blogging Basics 101 walks through a logical process of improving the performance of WordPress.

  1. Troubleshoot the issues that may be slowing down your site. Keep in mind that your site may run quite well in slow traffic times, then come to a screeching halt when you need it to perform best – with a lot of simultaneous visitors.
  2. Remove unnecessary plugins that cause excessive stress on your database or load too many elements on your external pages. Administrative tools don’t have a significant impact, so don’t worry about them as much.
  3. Optimize your database for faster queries. If that sounds like French to you, no worries. Databases operate much faster when the data is indexed properly within them. Many hosts don’t optimize your database automatically, but there are a number of plugins that do. Just be sure to backup your data first!
  4. Content Delivery Networks quickly deliver your static content regionally to your readers. We’ve written a great overview, What’s a CDN? to help you understand.
  5. Speed Up Image Issues by reducing your image sizes without sacrificing quality. We use Kraken on our site and it’s been rock solid. You can also lazy load images so they only actually appear when the user scrolls to them within view.
  6. Caching is provided by our host, Flywheel. If your host doesn’t provide caching, there are some great plugins out there that will help you. We recommend WP Rocket for those that want to avoid all the tweaking of the other plugins out there.
  7. Minimize and Minify Your Code, reducing both the number of files that are retrieved and removing any unnecessary space within your HTML, JavaScript and CSS. WP Rocket has these features as well.
  8. Social Media Sharing buttons are a must for any site, but the social sites won’t work together and have done a terrible job at ensuring their buttons don’t pull a site to a screeching halt. We really love all the customization that Shareaholic provides – and you can even monitize your site using their platform.

Do you know whether or not your site is down altogether? I’d encourage you to load and configure Jetpack‘s plugin so that you can monitor your WordPress site’s downtime. It’s a free service and great to know how often your site is having performance issues. Here’s the full infographic!

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As WordPress continues to capture enterprise marketshare, we continue to get many more requests from large businesses who have beautiful sites designed by amazing branding and graphic design companies – but lack the optimization needed to impact their organic search results. Before we even work on content strategies for our clients, we start with assisting them with optimization. There’s not much of a use for investing in premium content if your site doesn’t get found!

WP Shrug, a WordPress support services company, put together a fairly exhaustive list and published it in this easy-to-read infographic. We’ve assisted hundreds of companies with optimizing WordPress so I’m not 100% sold on their list (comments below), but I am confident that following this infographic will absolutely get you 99% of the way there!

You will need to establish your website on a good foundation. You can give yourself a head start by applying the top 10 WordPress launch tips for best SEO results.

WP Shrug

How to Optimize a New WordPress Site

  1. Website hosting – one of the reasons why we migrated to and love Flywheel is the speed of their virtual instances and caching. Managed WordPress hosts are built specifically for WordPress performance and they won’t lead you astray on support like generic hosts do.
  2. CDN – If your host doesn’t offer a content delivery network, adding one should be a priority. CDNs will help your static website assets load incredibly quick and take advantage of browser technology and geographic networks to crank up your site speed.
  3. SEO Friendly ThemePage structure and theme design are absolutely critical when it comes to presenting the search engines with a great page. HTML5 markup, page structure, navigation, and other elements all impact how well your theme prioritizes your content to search crawlers and takes advantage of algorithms.
  4. Caching – Again, most Managed WordPress Providers offer a robust caching mechanism. If you’re not with one, you can sign up for a well-supported and simple caching plugin, WP Rocket.
  5. Categories – Ooh, I’m not a fan of no-indexing categories. I believe categories are integral in presenting your site’s hierarchy to search engines and we have category pages that rank on broad terms that independent pages wouldn’t stand a chance of. I do tend to noindex tag pages, though.
  6. Tags – We noindex tags and do not publish a meta tags element in our themes. BUT, we absolutely tag the crap out of every post that we publish! Why? Many of our visitors utilize our internal search to find articles – and tagging those articles effectively ensures that they’re found.
  7. Permalinks – A properly optimized slug and permalink to an article can both ensure visibility for your posts and pages on search and capture the searcher’s attention in a search engine results page. We try to keep permalinks as short as possible and the post slug within 1 to 5 words, stripping out any unnecessary terms.
  8. Spam Comments – While nofollow links are provided by WordPress, opening comments to being published without approval will turn your WordPress site into a SPAM factory. Not only that, they make the conversation on your site appear tacky… don’t approve them!
  9. Titles and Meta Descriptions – We work hard on our titles and meta descriptions to optimize them for search. Remember, your title is the most critical element on the page and your meta description is the compelling argument on why someone searching should click your link in a search engine result. You should work as hard on your titles and meta descriptions as you do on your content!
  10. XML Sitemaps – Have you ever tried to find a new location without directions? Well, your XML Sitemap provides directions to search engines on where your content is located, how important it is, and when it was last updated. Every site must have an XML Sitemap! I’d also recommend identifying your sitemap in your robots.txt file.

If I were to modify the list, I’d probably remove the category and tag advice and add the following:

  • Social Promotion – Sites rank based on popularity. In order to become found, you have to be linked to. In order to be linked to, you have to be promoted. Integrating social publishing and social sharing buttons is critical to ensure your content is shared and promoted effectively online.
  • Webmasters – Launching any WordPress site without registering it in Webmasters and identifying your XML Sitemap means you’re not ensuring your site is found and indexed. Webmasters will also identify problems with your site that are preventing you from ranking well. Fix those issues and you’ll rank well!
  • Mobile Responsiveness – Half of all search traffic is now mobile and Google loves responsive web design. Without being optimized for mobile, you’re not optimized for search!

Disclaimer: I’m using affiliate links in this article.

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The post How to Launch a WordPress Site that is Optimized for Search appeared first on Martech Zone.

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MarTech by Douglas Karr - 2w ago

This is a great summary of many of the trends that we’ve been hammering away on with our clients – organic search, local search, mobile search, video marketing, email marketing, paid advertising, lead generation, and content marketing are key trends.

It’s pretty much a truism that you need to be keyed in to the latest digital marketing statistics and the hottest trends for your digital marketing strategy to remain effective in 2019 and beyond. Top 7 Trends You Must Know for a Successful Digital Marketing Campaign has a bunch of marketing statistics that could act as direct practical tips to hone your marketing campaigns, including deciding on the ideal length for your blog posts and emails or making your SEO tactics more effective.

Serpwatch

This incredible infographic details pretty much everything that each organization should be thinking about as they develop their digital marketing strategy and execute campaigns against it. Including:

  • Search Engine Optimization (SEO) – This is the single most important factor for any business because searches equal intent. If I’m looking for a product or service online, chances are that I’m ready to make a purchase. In face, 57% of B2B marketers stated keyword rankings generate more leads than any other marketing initiative.
  • Local Search Engine Optimization (Local SEO) – If you’re a local business, being visible on Google’s map pack is critical – 72% of consumers who did a local search visited a store within 5 miles. Google My Business is now known as your second website.
  • Mobile Search – half of the country is checking their phone before they get out of bed and 48% of all consumers start mobile research with a search on their device. Mobile search ad spending continues to rise – estimated at over $20 billion.
  • Social Media Marketing – awareness and amplification work amazingly well organically and even in paid ads on Facebook, Twitter, Instagram, Pinterest and LinkedIn. Not only that, brands have an opportunity to build their own communities and truly engage at a personal level with their tribes.
  • Video Marketing – I don’t have a single client that I’m not implementing some kind of video strategy for. I’m building a video studio for one client for real-time social video, I have a background animated loop video for another client’s site being worked on, I just published an animated explainer video for another client, and we’re producing a product story video for yet another client. Video is affordable and bandwidth is no longer an issue when reaching your audience. 43% of people want to see more video content from marketers!
  • Email Marketing – cold emails continue to drive awareness and opportunities for sales teams. Segmentation and personalization continue to get greater open and click-through rates. 80% of email users access email accounts on their mobile device, so mobile responsive design is a must.
  • Paid Advertising – as the number of channels and methods increase, and machine learning and artificial intelligence improve placement and reduce costs, paid advertising is becoming far more effective than in the past. Paid search, paid social, sponsored content, video ads, and a ton of other options are out there for companies to take advantage of.
  • Lead Generation – building demand with conversion-optimized landing pages and driving leads there through carefully orchestrated, automated, and targeted customer journeys is becoming one of the most effective digital marketing strategies of the decade.
  • Content Marketing – consumers and businesses alike are continuing to self-direct and research their next purchase online. With so much noise out there, companies are being forced to invest more time and energy into building content that actually drives results, but when they do, it’s an effective and affordable means of attracting customers.

Here’s the full infographic, a great reinforcement of the growth and strategies that your business should be deploying:

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The post Digital Marketing Trends appeared first on Martech Zone.

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