Marketing Articles

Article / Updated 11-21-2022

Join our webinar at 11 a.m. ET on December 9 to learn about the power of Dummies Custom Solutions. For Dummies connects with customers in a way no other brand can. We'll show you how co-branded custom content for your business or product can get amazing results. You'll learn: Why custom content from Dummies gets such great results How to get started and how to use the content The possibilities: With over 50 million custom eBook downloads and 25 million books in print in more than 20 languages we know how to reach your audience We're recording this session and will be sharing valuable tools and resources after the event. Register today so you don't miss out!

Article / Updated 11-04-2022

In today's crowded marketplace, sellers have limited time to influence customers' buying decisions. For example, in B2B sales, reps only get about 5 percent of the customer's time before making a purchase decision (The B2B Buying Journey, 2020). This means that the information customers receive before connecting with a salesperson is critical to advancing, or in many cases, getting to a sales conversation. One of the most effective ways a marketer can attract and engage prospects to them closer to a sale is content marketing. Content marketing is an inbound sales strategy that uses high-quality content published by a company that is likely to reach the target customer. The idea is that providing valuable information about the firm's products or services with little or no commitment will improve the prospect's perception of the business, brand, product, or service. In his 1996 essay, Bill Gates famously said, "Content is King," and now, nearly 30 years later, content still reigns supreme. According to HubSpot (2021), 82 percent of marketers actively invest in content marketing to answer pre-sales questions and build trust and credibility with their audience. Free and easily accessible content is no longer a nice to have but an expectation. If a prospect can't easily find helpful information about your products or services online, you have no chance of gaining them as a customer; they will simply move on. Effective content marketing is directly linked to improved results. Demand Metric found that content marketing generates three times as many leads as outbound marketing initiatives and can cost 62 percent less. Seventy-eight percent of content marketers surveyed by Semrush in 20 industries across 40 countries believe that their content marketing was very successful in 2021. All this adds up to a simple truth, if content marketing isn’t part of your strategy, you’re missing out. Today's buyer journey is not as linear as it once was. Prospects are researching your company, brand, and products long before ever connecting with a salesperson. Content marketing helps you align your messaging across the various distribution channels used by your target customer. Message consistency and cohesion are just as important as the quality or volume of your content volume. Conflicting information will confuse your customers, causing them to lose trust in your ability to help them solve their problem. As you begin your content marketing journey, here are some things to keep in mind: Identify your audience — the best content marketing strategies involve finding your audience and publishing the right content to interest the people and add value to their lives. Shift your mindset from marketer to publisher — as you create content, do so with your audience in mind and not your business goals. Establish goals and choose the best form factor for your content — content marketing is a long-term strategy, so be sure to set realistic goals, or you won’t be satisfied. You also need to consider the types of content your target audience is likely to respond best to so you can make intelligent choices. Keep one eye on the competition — don’t assume you know what the competition is doing. Look for gaps in their messaging or opportunities to distinguish yourself. This article is from the book Content Marketing For Dummies, a Dummies Custom Solutions Special Edition. To learn more, download our free eBook, Content Marketing For Dummies. If you enjoyed this article and want to learn more marketing tips, check out the rest of our “Getting Started Series” articles and free eBooks on Content Marketing, Inbound Marketing, Integrated Marketing, Account-Based Marketing, and Email Marketing. About the Content Sponsor Dummies Custom Solutions creates co-branded custom marketing content that helps our clients “wow” their customers. We create content that positions our clients in front of a larger, global audience, establishing them as thought leaders in their industry, driving demand, increased engagement, and more qualified sales opportunities. References Not Another State of Marketing Report. (2021). Retrieved from HubSpot: https://www.hubspot.com/hubfs/State-of-Marketing%20(2).pdf Salkin, M. (2022, March 29). 40+ Content Marketing Statistics to Power Your 2022 Strategy. Retrieved from Semrush Blog: https://www.semrush.com/blog/content-marketing-statistics/ The B2B Buying Journey. (2020). Retrieved from Gartner: https://www.gartner.com/en/sales/insights/b2b-buying-journey The Current State of Content Marketing. (n.d.). Retrieved from Demand Metric: https://www.demandmetric.com/content/content-marketing-infographic

Cheat Sheet / Updated 10-25-2022

You can read a dozen books on marketing strategies for current times, or you can read Marketing For Dummies, 6th Edition for everything you need to know about engaging today’s complex consumers, succeeding at e-commerce, winning the SEO game, driving sales through email, social media, and direct mail campaigns, using diverse channels effectively, and much more. This Cheat Sheet outlines marketing strategies and tactics, and ways to boost results with creativity.

Article / Updated 10-21-2022

Account-based marketing (ABM) is a focused B2B marketing strategy designed to weed out less-valuable prospects and prioritize those best suited for your products or services. ABM works by creating personas based on the attributes of existing key accounts and then using those personas to strategically target companies with a higher probability of converting into customers or growing. That means that instead of blind email blasts, ABM focuses marketing resources on the customers likely to engage. The best part about ABM is that it works. ABM inverts the traditional marketing funnel where you fill the top of the funnel with lots of contacts which are then weeded out as they advance through the various stages of the journey. Rather than casting the net far and wide with ABM, the goal is to use a spear to catch the best fish for your business. According to Gartner (2021), by the end of 2020, more than 70% of B2B marketers at medium to large organizations will implement ABM in some capacity. Further, organizations with ABM initiatives see "higher win rates, faster sales cycles, and increased deal size." The concept of ABM is not new, but today's technology platforms are making it possible to target high-probability prospects with customized communications more effectively than ever before. In traditional marketing, when a lead is handed off to sales, the marketing team's engagement ends. In ABM, though, ongoing engagement between sales and marketing continues to create personalized campaigns and touch points across multiple channels. This is critical because, over time, targeting tactics must evolve based on feedback from sales teams' customer interactions. Why is ABM so important to your overall marketing strategy? Because generating quality leads is difficult and expensive! In fact, immediately after training marketing talent, developing traffic and leads is reported as the second most significant challenge facing marketers (HubSpot, 2022). Over the past decade, inbound marketing has helped reduce the reliance on costly push marketing tactics. However, despite those successes, salespeople still report that only 5 percent of the leads they receive from marketing activities are high quality (State of Inbound Marketing Trends, 2022). ABM can look different from organization to organization, and that's because there are several approaches is no settled definition. ITSMA (2017), for example, segments ABM into three types, one-to-one or strategic ABM, one-to-few or lite ABM, and one-to-many or programmatic ABM. Strategic ABM is usually reserved for an organization's most valuable customers or prospects because it requires a deep understanding of the business and close relationships with the customer. Lite ABM is generally applied to groups of mid-tier accounts that share similar attributes and business needs. Finally, programmatic ABM has only recently become practical through technology. With programmatic ABM, a single marketer could work across hundreds or thousands of identified accounts. Regardless of type, ABM has four stages: identity, expand, engage, and advocate. Here is how the four-stage approach is applied: Identify - Identify the best-fit contacts within your existing accounts by using your ideal customer profile and customer persona. Once the connection is confirmed as a good fit for your business, turning them into a full account can begin. Expand – Expand your contacts into an account. This is often the most challenging stage for marketers used to traditional lead-based marketing because it's the opposite of the narrowing down approach used in conventional marketing. Engage – Engagement is where your content comes to life by using personalized marketing to engage all the contacts within an account. The goal is to target your best-fit customers with valuable content on the channels where they are most likely to see it. Advocate – Customer advocates are the best way to generate new clients. Buyers today rely on peer recommendations and reviews more than ever. Turning your customers into raving fans is the most organic and impactful type of marketing. One study (Kapadia, 2020) reported that referral marketing initiatives in the B2B software and services sector resulted in 5X revenue growth between years 1 and 2. This article is from the book Account-Based Marketing For Dummies, a Dummies Custom Solutions Special Edition. To learn more account-based marketing, download our free eBook Account-Based Marketing For Dummies. If you enjoyed this article and want to learn more marketing tips, check out the rest of our "Getting Started Series" articles and free eBooks on Content Marketing, Inbound Marketing, Email Marketing, and Integrated Marketing. About the Content Sponsor Dummies Custom Solutions creates co-branded custom marketing content that helps our clients "wow" their customers. We create content that positions our clients in front of a larger, global audience, establishing them as thought leaders in their industry, driving demand, increased engagement, and more qualified sales opportunities. References Bonanno, S. (2021, March 30). How to Establish an Account-Based Marketing Strategy. Retrieved from Gartner: https://www.gartner.com/en/digital-markets/insights/abm-strategy Forsey, C. (2022, March 22). The Top 7 Marketing Challenges Faced Globally in 2022. Retrieved from HubSpot: https://blog.hubspot.com/blog/tabid/6307/bid/33820/5-major-challenges-marketers-face-and-how-to-solve-them.aspx Kapadia, A. (2020, April 28). The ROI of Referral Marketing Revealed. Retrieved from Ambassador: https://www.getambassador.com/blog/roi-referral-marketing-revealed Munn, D. C. (2017, February 15). https://www.itsma.com/defining-the-three-types-of-account-based-marketing/. Retrieved from ITSMA: https://www.itsma.com/defining-the-three-types-of-account-based-marketing/ State of Inbound Marketing Trends. (2022). Retrieved from HubSpot: https://www.hubspot.com/hubfs/2022_State-of-Inbound-Marketing-Trends_V712.pdf

Article / Updated 10-21-2022

For generations, outbound marketing tactics have helped businesses successfully push their products and services into the marketplace. Common types of outbound marketing include advertisements (radio, TV, and newspaper), direct mail campaigns, billboards, and cold calling. Until the last decade, these strategies were still some of the most effective ways to get your message out. Today, the average person sees as many as 5000 advertisements per day (Content Marketing Institute) and is becoming more adept at tuning out traditional advertising. The immense competition for the limited attention span of consumers is driving the costs of outbound marketing initiatives up. In the last year, some markets have seen the prices of select keyword search terms increase as much as 1000 percent (Buckingham-Jones, 2021). You could say push tactics are like searching for a needle in a very expensive haystack. Inbound marketing is a newer and more cost-effective strategy to acquire customers by making useful and valuable content available through digital distribution channels. As a philosophy, inbound marketing is a paradigm shift from the "push" tactics that seek to interrupt the consumer to a concept based on attraction. Inbound marketing reverses the one-way messaging of traditional marketing. It creates a conversation centered on the consumer's needs and helps to demonstrate the content provider's understanding of the customer and their needs. You could say that inbound marketing works for the same reasons traditional marketing doesn't. Consumers have become so accustomed to the big promises and limited substance in ads that when they encounter helpful, high-quality content, they are more likely to engage and have an improved brand perception. Higher trust and credibility are two key reasons why a properly executed inbound marketing strategy is 10 times more effective for lead conversion than outbound marketing. Inbound practices produce 54 percent more leads than traditional outbound practices, doubling the average website conversion rate (Invesp). Here's our three-step process for getting started with inbound marketing: Diagnose the current inbound marketing performance – before you can determine where you're going, it's essential to understand where you are. Diagnosing your inbound marketing efforts will help you see the digital marketing opportunities and gaps more clearly. Prescribe strategic marketing solution – your inbound strategy answers why, what, and how: Why you're doing what you're doing, what you're striving to do, and how to get it done. Apply marketing solutions to business problems – breaking down your plan into manageable pieces and setting realistic timelines. This requires an honest assessment of resources and the ability to remain flexible enough to adjust as you collect and analyze performance data. This article is from the book Inbound Marketing For Dummies, a Dummies Custom Solutions Special Edition. To learn more about inbound marketing and the three-step inbound marketing process, download our free eBook Inbound Marketing For Dummies. If you enjoyed this article and want to learn more marketing tips, check out the rest of our “Getting Started Series” articles and free eBooks on Content Marketing, Integrated Marketing, Account-Based Marketing, and Email Marketing. About the Content Sponsor Dummies Custom Solutions creates co-branded custom marketing content that helps our clients “wow” their customers. We create content that positions our clients in front of a larger, global audience, establishing them as thought leaders in their industry, driving demand, increased engagement, and more qualified sales opportunities. References Buckingham-Jones, S. (2021, August 21). The great digital ad price hike: Google and Facebook prices climb 1000% in some sectors, 45% on average. Retrieved from Mi3: https://www.mi-3.com.au/16-08-2021/draft-digital-ad-prices-rocket-skyward-forcing-social-spend-re-think McCoy, J. (2017, October 22). 9 Stats That Will Make You Want to Invest in Content Marketing. Retrieved from Content Marketing Institute: https://contentmarketinginstitute.com/2017/10/stats-invest-content-marketing/ Saleh, K. (n.d.). How Effective is Inbound Marketing – Statistics and Trends [Infographic]. Retrieved from Invesp: https://www.invespcro.com/blog/how-effective-is-inbound-marketing/

Article / Updated 10-21-2022

Integrated marketing is an approach to creating a unified and seamless experience for consumers to interact with a brand or business. By melding all aspects of marketing communications into a cohesive message, they can work together as a unified force to build brand loyalty, drive demand, and increase sales. An integrated strategy is a simple but effective way of connecting and structuring your content messaging so that customers and prospects have multiple opportunities to experience your brand. Why is it so important to target customers this way? Because customers are gathering data long before they ever engage with an actual person. According to (The B2B Buying Journey, 2020), in B2B sales, sales reps only get about 5 percent of the customer’s time during the buying journey. It also takes some level of persistence to get through to prospects. People are bombarded with advertising and sales pitches nearly every waking hour of their day, and they have become experts at tuning it out. A recent Harris Poll (Consumer Research Shows, 2021) revealed that three-quarters of U.S. adults are tuning out digital advertising due to the increased time they spend online. While it matters what you’re selling and who your target customer is, it can take between 7 and 13 touches to generate a qualified sales lead (Patel, 2021). Integrated marketing helps you overcome these barriers and offers several advantages to help improve the overall effectiveness of your marketing initiatives: A consistent narrative eliminates disparities in how a prospect or customer interacts with your business, ultimately leading to a better experience. Improved campaign performance through cross-promotion and allowing prospects to move laterally through the buying journey enabling you to communicate the value proposition. Reduced content development costs, repurposing content across various distribution channels. Helps optimize SEO which can improve your inbound traffic. Here are the seven steps to getting started with an integrated marketing strategy: Identify your target audience by developing personas and listening to your current customers. Determine your goals and metrics for measuring campaign success. Find which channels have the highest potential for reaching your target audience. Develop a content strategy that will reach your target audience. Be sure to refer to your customer personas and examine what types of content your target customer prefers. Create a high-level plan for each channel you decide on, utilizing the marketing tactics best suited to the specific campaign. Build and optimize a holistic, integrated strategy based on the recommendations provided in the channel strategies. Measure your campaign based on the metrics identified, and optimize your strategy to meet the goals you set This article is from the book Integrated Marketing For Dummies, a Dummies Custom Solutions Special Edition. To learn more about how to implement an integrated marketing strategy, download our free eBook Integrated Marketing For Dummies . If you enjoyed this article and want to learn more marketing tips, check out the rest of our “Getting Started Series” articles and free eBooks on Content Marketing, Inbound Marketing, Account-Based Marketing, and Email Marketing. About the Content Sponsor Dummies Custom Solutions creates co-branded custom marketing content that helps our clients “wow” their customers. We create content that positions our clients in front of a larger, global audience, establishing them as thought leaders in their industry, driving demand, increased engagement, and more qualified sales opportunities.

Article / Updated 08-03-2022

Nothing undermines a good white paper faster than poor design. No matter how compelling and persuasive the text may be, if people can’t read it because of a poor design, they’ll quickly move on. Then all your effort and expense are for nothing. Here are ten down-to-earth tips for anyone designing a white paper. If you’re not sure how to design a white paper or you’ve never done one before, read on. If you’re a marketing manager who needs to direct a designer to format your white paper, this is for you. If you’re a white paper writer stuck trying to use Word to turn out respectable-looking pages, you’ve just hit pay dirt. Design to enhance the content A white paper isn’t a brochure, so it shouldn’t be as slick and colorful as one. But it needs to be more appealing than your father’s business report. Think of a page from a magazine, like Scientific American or Vanity Fair, or the front part of an annual report, before all the numbers. That kind of crisp, elegant editorial design is what to shoot for with your white paper. Effective design enhances the content of the white paper instead of drawing attention to itself. Your design must add value and clarity to that content instead of adding distractions or hurdles to legibility. Let the white paper’s message shine out from your pages. Consider your readers' eyesight Most people’s eyes begin to change in their 40s, and they start to need larger type to read comfortably. By coincidence, most B2B white papers are aimed at business decision makers, most of whom are in their 40s and older. And many people this age prefer to read on paper, so they likely print out a white paper rather than read it on-screen. Younger designers, take note: You’re not designing white papers for yourself and your peers; you’re designing for older people. That means forget gray text and color backgrounds. Black text on a white background has been the standard for legibility for hundreds of years; why change it? Bump up the body size type to 10 or 11 points; it’s free. Realize that text isn't a graphic The text is the content of a white paper. Look at your pages as text-driven content, where your challenge is to make the text as inviting and easy to read or scan as in any magazine you pick up — any magazine, mind you, aimed at people in their 40s and older. Make every page count Sure, every white paper needs a little front and back matter, but when the front and back matter add up to nearly two-thirds of a white paper, something is terribly wrong. Some misguided software templates lay out a white paper like a two-sided book, with a blank page on the back of the front cover and a back cover to tie it all together. Forget it! Most B2B buyers either look at your white paper on-screen or print it out single sided. Those other pages are just a waste of time and money. Be sure to compress the front and back matter, cut the worthless blank pages, and make every page count. Control page breaks Avoid starting a major section at the very bottom of a page, with only a line or two of text after it or cramming a new section beginning near a footnote or footer. There’s nothing wrong with leaving a little white space at the end of a major section. Just start the new section on a new page. White space gives readers a momentary visual and mental break and helps them understand the structure of the document. Avoid a wall of gray Some designers have the idea that a white paper is supposed to be serious, and by that, they think “a wall of gray.” They think all they have to do is just pour the text into the pages and be done with it. Any white paper with text formatted as a wall of gray may look serious, but it won’t invite anyone to read it. Leave lots of white space Another symptom of the wall-of-gray approach is teensy-tiny, itsy-bitsy, little margins around the text. Long horizontal lines of type are hard for readers’ eyes to scan and tough for their brains to process. If you format a white paper with minimal white space, you’ll lose most of your readers. Again, white space is free. So what if your final document is eight or ten pages long? If the content is compelling and the design is inviting, your readers won’t mind. Avoid smug shots So you’re looking for a stock shot for a white paper. That’s a fine way to break up the wall of gray. But by all means, skip the shots of the beautiful people wearing impeccable suits hunched over a pristine PC or shaking hands in some foyer drenched in sunlight. Everyone knows those are fake, posed shots. Pick photos that show average-looking people wearing typical clothes, doing something a little more interesting than shaking hands or peering at computer screens. Control hyphenation Most software does a terrible job of hyphenating English. Traditional typography called for at least four letters before any hyphen and at least three letters carried to the second line. Most typographers wouldn’t hyphenate a word with fewer than six letters. So don’t rely on automated hyphenation, and leave your text ragged right. Then scan your right margins, and if you see a major white space that you absolutely must eliminate, take two seconds to insert a manual hyphen. Refine a corporate template Some companies have a corporate template that they expect all designers to follow. These layouts may be perfect for a press release, an internal business report, or a data sheet, but they’re not always ideal for a white paper. If you feel strongly that the corporate template detracts from the readability and undermines the white paper content, make your views known. If you have the scope, make up two versions of the white paper: one following the existing template and another with your recommended changes. Circulate both versions to your team, your customer advisory board, and your manager. Get a second opinion from an experienced designer or a white paper expert.

Article / Updated 07-18-2022

Defining niche marketing is a little difficult. Niche marketing is actually the conjoined Siamese triplets of niche market, niche product, and niche audience. Think about niche marketing in this context. You can’t really choose the products you’re going to market until you know the niche you’re going to address. You can’t really choose the niche market unless you know there are niche products that you can promote profitably. Of course, you can’t choose either the niche products you’re going to promote or the niche market you’re going to address without knowing that a smaller, well-defined niche audience of buyers ready, willing, and able to buy exists. What is meant by this? Niche marketing is going after a smaller, specific, defined area of the market. You’re interested in serving the subset of customers who are interested in this smaller, specific market area. So the first benefit of niche marketing is that you can more closely customize your approach to meet the customers’ needs and desires. The second benefit of niche marketing is you’re able to avoid being crushed by either well-funded corporations or experienced marketers fighting for top position in areas where the potential payday is much higher because of the higher number of searches. Do you want to be going head-to-head with the NFL, BBC, ESPN, and other well-funded corporate giants? Niche marketing is crucial to the beginning affiliate marketer. It’s even more important to the beginner than a more experienced affiliate marketer who has built up some credibility and a reputation. Why is that? Two words: competition and position. Today many affiliate marketers are looking for affiliate profits. Many of those affiliate marketers may be competing against you. They may be more experienced than you; their domain may be older and more established, which gives them more credibility. The products and niches that pay the best and have the most searches — which mean the biggest paychecks — have the fiercest competition. Do you want to go up against these affiliate marketing gladiators, who are often major corporations armed with million-dollar budgets? You could try, but getting in on this subsection of niche marketing would be like pounding on a brick wall. Rather than being a small fish (you) in a big pond (a high-competition area), you have a much higher chance of success being a big fish in a low-competition area (your niche). Beginning affiliate marketers are often seduced by the dancing dollars of high-competition markets. They start calculating in their heads — “Well, if Google says football gets 7.5 million searches a month and I target football, I’ll be rolling in dough even if I get just a tiny, tiny fraction of those web visitors visiting my site and making a purchase.” The Google search also shows there are 4.3 billion results (competitors) for this niche. But Google tells a different tale than the one the dancing dollars are telling you. In your Google search for football, you can see the top listings are the National Football League, ESPN, Wikipedia, BBC Sport, and CNN. As you can see, the first page of results consists of all major corporations or news organizations that have multimillion-dollar budgets, are well established on the internet, and surely have staffs of hundreds if not thousands of people to run their websites. If you were trying to get on the first page, you’d have some formidable competition. Enter niche marketing. A niche is a small, specialized area that may not get many searches. Since the imagined income is so much less, it attracts fewer affiliate marketers, which means less competition. Less competition means you have a reasonable chance, as a new affiliate marketer, to build a website or develop a social media campaign that will rank reasonably high, and you will make money. You’re also looking to cultivate a small, specific group of potential customers who are looking for the product you’re offering. For comparison, take the niche “football snack helmet.” It has a very low search volume, which means a much lower potential income, but it also has less competition. Google tells a much different story when you type “football snack helmet” into the browser. The top listing on the page is an affiliate marketer’s site selling Amazon football snack helmets and making a profit. So you, too, can find your own specialized niche, build your website to address the needs of your specialized market, and start to build your affiliate business around this niche by answering the needs of this specialize audience. How do you do this? By writing informative articles that answer the needs and questions this group may have or provide information they may find helpful. Niche marketing can help you from drowning in the competitive pools and let you find that specialized audience.

Article / Updated 07-18-2022

Snapchat allows snappers to use different lenses and filters to add whimsy and personality to snaps. Lenses can illustrate a mood, show holiday spirit, or add life and color to an image. Filters can display causes, show attendance at events, and promote a business. Lenses A lens adds special effects to your face, such as cat ears or a Santa hat. You set the lens in place before taking your selfie snap: In the main Snap screen, just before taking your selfie snap, press the middle of the screen (not the camera button).You’ll see a series of bubbles containing pictures. Each bubble contains a lens. Select the lens you’d like to use. You may have to drag the image around to position the filter to fit a face or head.For example, you might need to raise your eyebrows — or in the case of the vomiting rainbow, open your mouth. Follow instructions and adjust your position as needed. Take your snap and share as you normally would. Filters Unlike lenses, filters are added after you take your snap. For example, you can add the temperature, or a holiday garland to frame your snaps, or use a special geofilter to add your location. Many filters are available for a limited amount of time. If you love a certain filter, make sure to snap a screenshot or save it to your Memories. You might not be able to find it again later! To use a filter, do the following: Make sure location services is enabled on your smartphone.You can’t use filters without it. Take your snap as usual. Swipe right or left to see the different filters. Select the filter you’d like to use. Tap Send To to share as usual. To jazz up your snaps, try using both a lens and a filter. But be careful about over embellishing. You don’t want your snap to look so busy that it loses its essence. Geofilters In the past, people could create on demand geofilters for special events, such as weddings and milestone parties, with the caveat that no business-related logos or branding could be used. However, Snapchat now offers brands the capability to create their own branded on-demand geofilters. Unlike the geofilters used for weddings and parties, businesses must disclose that they are behind the on-demand geofilter they created. The benefit of an on-demand geofilter is that everyone in your community can use them to commemorate an event. For example, if 1,000 people use your geofilter during your event, your branding might be seen by tens of thousands of people, if not more. Geofilters are a form of advertising that will reach Snapchat’s demographic. Businesses must follow Terms of Use when creating geofilters. For example, brands can use logos or other branded content but can't use emails, phone numbers, personal information, or images of people. Also, it should go without saying that brands can’t use illegal drugs or illegal activities in geofilters. Take some time to familiarize yourself with Snapchat's rules regarding on-demand geofilters at its Submissions Guidelines page. To create an on-demand geofilter for your brand, you have to use Snapchat’s website — not the app. You have to pay to create an on-demand geofilter. Filters start at $5 but prices can go much, much higher (think $400+), depending on how much space your geofilter will encompass and how much time you want it to be available. Take these steps to upload an on-demand geofilter: Go to Snapchat’s on-demand link and click Create Now. Log into your Snapchat account. Download a template.Your design team much create the geofilter according to Snapchat’s specifications. Images should be 1080 px by 1920 px and saved as a PNG file. To upload your geofilter to Snapchat, click Choose File. Select the date range in which people can use your on-demand geofilter.For example, if you are marketing for a convention, you want to select dates coinciding with that event. Select the location in which your geofilter will be used. Confirm your geofilter, and select whether it’s for personal or business use. Add payment information. Snapchat will review your on-demand geofilter to ensure that it follows their submission guidelines. You can check on orders at the Snapchat website’s My Orders page. Snapchat will also send you an email confirmation.

Article / Updated 07-18-2022

After you’ve established your content marketing mission statement, you can focus on your company goals. Here is a brief look at how to formulate goals. Uncovering your content marketing goals When looking at formulating your own goals, it can be useful to see what other marketers set as their top goals for B2B content marketing. According to the “2015 Benchmarks, Budgets and Trends — North America” report by the Content Marketing Institute/Marketing Profs, (see the following figure), the top organizational goals for B2B content marketing are the following: Brand awareness: 84 percent Lead generation: 83 percent Engagement: 81 percent Sales: 75 percent Lead nurturing: 74 percent Customer Retention/Loyalty: 69 percent Customer Evangelism: 57 percent Upsell/Cross-sell: 52 percent 2015 Benchmarks, Budgets, and Trends — North America Survey. The report indicates that 2015 was the fifth year that brand awareness came in at the top spot and that customer evangelism shows up on the list. Picking KPIs After you establish your goals, you need to develop Key Performance Indicators (KPIs). KPIs are the measures you choose to help you determine whether you’re reaching your business goals. You need them to keep your strategy on track. If you don’t measure yourself against your business goals, you won’t know whether your content marketing strategy is working and supporting your larger business goals. To help you think about how to craft your KPIs in relation to your marketing goals, check out the table. You can apply the table to your marketing plan as well. List your goals and then choose some metrics. Then refer back to this list when you check your progress. Choosing KPIs CMI/Marketing Profs B2B Top Goals Suggested Metrics Increase brand awareness Social media shares, social media likes, email forwards, referral links Lead generation Lead nurturing Blog signups, blog comments, conversion rate, form completions Increase engagement Comments, page depth (how many pages consumed), downloads, page views, back links, time on site, click through rate Grow sales revenue by X percent Revenue influenced by content (which content was consumed before sale), offline sales Improve customer retention/loyalty Bounce rate, followers, retention rate Encourage customer evangelism Social media shares, comments, follower count, word of mouth Increase upsells/cross-sells Measure conversions in shopping cart and on landing pages, number of conversions