When you run a business, email communication with customers and prospects is paramount. Email marketing continues to be an effective conversion channel, BUT it is a waste of time and resources if your emails are not showing up in customer inboxes. The rate at which your emails show up in recipient inboxes is called email deliverability. That's what we want to dig into today.
Your email marketing strategy must take into consideration several factors: technology, regulations, audience expectations, and your brand's content.
By "Technology" we mean everything from the software you choose to send out emails to understanding your metrics. More on that further down in this post. A big reason for writing this post relates to how changes in technology and regulations are impacting your email communication.
Consumer Privacy Regulations
More data privacy regulations continue to roll out,...
B2B companies without a LinkedIn marketing strategy are missing big opportunities.
Did you know that there are nearly 800 million individual users on LinkedIn in more than 200 countries?
And there are over 57 million companies with business pages on the platform.
LinkedIn is definitely the place to be for businesses and professionals to market themselves. According to LinkedIn, their growth rate is currently two new members joining per second. In Microsoft's FY21 Q2 update, it was reported that user sessions grew 30% over the previous three months, and the platform's total revenue increased 23% in that period.
Things have only continued to grow. This past January, Microsoft reported that LinkedIn had record engagement on the platform last quarter. "LinkedIn has become one of the world’s largest platforms for professional events, with...
Do you ever feel like your brand identity gets lost in the day to day operations of the company?
You aren't alone! Maintaining a strong, consistent company brand takes effort and a bit of planning.
The Beckmann Collaborative team usually asks new clients about their brand values, brand guidelines, and overall brand identity while we are onboarding. Surprisingly, the responses to these questions are often something like, "here's our logo, but we don't have any guidelines or anything."
Our reaction internally is something like this....
While a brand can be whatever you want it to be, not knowing or sticking with your brand identity is a problem.
Brand Identity: This is your brand's outward expression. It includes the company name, logo, brand values, value proposition, and all communications. It is how the world recognizes your brand as uniquely...
How Much Influence Do You Hold?
The phrase "Keeping up with the Jones" has long been used to describe the phenomenon that we as humans want what others have. In modern terms, we might call this F.O.M.O. (The fear of missing out). These concepts have led to the rise in Influencer Marketing.
After all, why would we want to be left out of the hot new trend and miss out on something great?
Marketers have taken this and turned it into something they can use to their advantage. Influencer Marketing.
What is Influencer Marketing?
Social media has become one of our greatest assets in marketing. You can reach people you may never have been able to reach before. This goes for the average Joe as well, who may be an influencer.
An influencer is someone who utilizes social media to grow their personal brand. An influencer has a large audience (usually on social media)...
Blogs are amazing tools for boosting your authority in the industry, generating leads, communicating the values that are important to you and creating a community around your business. However, merely posting content isn’t enough to attract visitors and make your blog thrive.
When you adopt blog-friendly strategies, it will boost your efforts and get the most out of your writing. In this post, we’ll be talking about five simple strategies you should use to attract more visitors to your blog.
Attracting Visitors by Publishing More Often and Consistently
Posting new articles often and on a consistent frequency can be a simple and effective way of attracting new visitors to your blog.
Since Google’s search algorithm loves websites that are updated often, frequent posting can improve your blog’s SEO. When frequent updates to your blog become...
Accepting the Decline of the Big Social Platforms
Remember when having a Facebook business page meant that all of your page followers would see your posts? Or maybe you remember the days when anyone could Tweet anything, as long as it wasn't pornographic? Those were the good ole days.
The big social media platforms are no longer happy places for businesses and some users. Some people claim this is a shift in society. Us marketers know that it all comes back to using the algorithm to control content - forcing businesses to spend money on ads to participate. The Pay-to-Play Model does not serve small businesses.
ZDNet said it well: Social media has become the stock exchange for public opinion. Investors seeking to capitalize on their association with the most active issues, buy low and sell high.
Niche Social Media Platforms
They have been popping up for years and...
When reaching out to clients on social media, you have more avenues than ever to engage your target audience. Over 246 million Americans use at least one form of social media, including some lesser-known niche social media platforms according to Entrepreneur.com.
These smaller "niche" social media platforms attract individuals who wish to socialize around a particular interest, demographic, or topic. Similarly, some may be in search of smaller, more consumer-conscious platforms that they find more closely aligned with their social concerns than large players like Facebook, Instagram, and Twitter may be. Many businesses are curious as to where else their target audiences are spending their time online. Where are they flocking to outside of large, worldwide social media outlets? These are some of the niche platforms with which businesses should familiarize...
Each May, the Small Business Association (SBA), hosts National Small Business Week to highlight the vital role that small businesses play in America's economy.
The goal of Small Business Week (SBW) is to celebrate and support the small businesses in our communities and beyond. While the emphasis is on shopping with these small businesses, it is also an opportunity for professional development. This year's SBW is May 2 - May 8, 2021.
I'm a small business owner, what should I do for Small Business Week?
The SBA goes out of its way to promote the importance of your business and existence.
Take advantage of the spotlight!
1. Remember to use #SmallBusinessWeek in social posts
2. Check in with your local SCORE chapter to see if there are any workshops you can attend.
3. Partner with other small business owners to cross-promote each other....
As a small business owner, you probably don’t have the same size budget or marketing team of a large enterprise. That doesn’t prevent you from reaching your customers and connecting with them on a deeper level. In fact, smaller companies have a unique opportunity to build relationships with loyal customers through more personalized and specific campaigns.
One excellent way to create memorable moments as a small company is to apply an account-based marketing strategy. This approach aligns sales and marketing processes to focus on improving your emotional connection with a specific set of customers.
Account-based marketing is often an appealing choice for smaller companies because we can’t afford to throw money at the wall with broad targeting strategies to see what might stick.
So, how can you use that kind of marketing effectively?
Content Marketing Specialist
Beckmann Collaborative is a growing consulting firm specializing in marketing operations, marketing strategy, and marketing training. We collaborate with business leaders and their teams to improve business performance by defining their content marketing strategy. Then we refine processes and build systems for our clients to implement their marketing efforts. Our headquarters is in the greater Austin, Texas area. However our team works remotely.
Clients describe us as lovingly honest because we are willing to share difficult truths about business and individual pitfalls. We genuinely want client companies to thrive, and that requires both honesty and empathy.
This position is ideal for someone interested in marketing strategy, content marketing, and social media planning. The Content Marketing Specialist will oversee at...