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Articles by Juuso Lyytikkä
3 Advanced Google Analytics Techniques for B2B Marketers
Authors: When solving tough growth challenges, B2B marketers often turn to Google Analytics. For measuring activity and addressing questions that are answered only with data, GA is the industry standard. The problem is, many marketers look to the surface for insights that are mistakenly considered gospel. Indeed, only 22 percent of marketers believe they run data-driven marketing initiatives that are achieving significant results.
The 5 Elements of an Effective Digital Marketing Strategy for 2017 and Beyond
A digital marketing strategy is a marketing plan that draws on insights from almost every department within a company to design and implement seamless brand communications across every digital channel. Popular digital marketing channels include the company website, organic search, paid search, social media, and email. But digital technology is evolving at a rapid pace, and taking everything else with it.
The 10 Least-Trusted Industries in the US
The oil/petroleum and marketing/advertising industries are the most distrusted by consumers in the United States, according to recent research from HaloCigs. The report was based on data from a survey of 500 consumers in the United States. Finance/insurance is the third-most distrusted industry by US consumers. It's followed by government/public administration as the fourth most distrusted industry/sector.
5 Habits of Highly Effective CGC Marketers
Who better to tell you how your business is doing than the people purchasing from you? Having a conversation with your customers has never been easier than it is today. Implementing a consumer-generated content (CGC) program can open a dialogue that connects you to customers—and customers to other customers—and gives you the power of conversation, at least a modern version of one. At the core of every CGC program is the ability to collect and share ratings and reviews.
On-Camera Interviews: 7 Interviewer Mistakes to Avoid
As an interviewer, your job encompasses more than just asking questions. To get a great video, you have to always be thinking ahead to the final product. Here are seven classic on-camera mistakes interviewers and video producer make when they're just starting out. We have all made these mistakes, but you can get a jump on your video production career by avoiding these mistakes now. 1.
E-Commerce Apps: Why Consumers Use Apps & Features They Value
Consumers use e-commerce mobile apps mostly to receive deals/offers, for the flexibility to buy anytime, and to compare prices, according to recent research from Clutch. The report was based on data from a survey of 505 consumers in the United States who use e-commerce apps on their smartphones at least two or three times per month; 37% use e-commerce apps once per day or more. Fully 68% of respondents say they use e-commerce apps to receive deals/offers.
In-House Creative Teams: How to Manage Process and Operations
Creative teams are always on the cutting edge of fashion... what with all those different hats they wear. Team leads are not just coming up with concepts but also coordinating with various teams throughout the business, managing employees (in-house, remote, and freelance), tracking results, and, oh yeah, making sure all the creative work gets done on time. It's enough to make anyone's head spin.
Customer & Market Research: 6 Best-Practices to Improve ROI
Successful customer and market research can provide the data you need to support specific business objectives, such as understanding requirements for a new market or a new product, fine-tuning your customer journey mapping, improving competitive market positioning, refining a customer facing process, analyzing your win/loss results, and measuring customer satisfaction.
The Top Qualities of Effective CMOs
Senior marketers say the most important quality/ability of a successful CMO is to be the voice of the customer at the leadership table, according to recent research from The CMO Survey. The report was based on data from a survey conducted in July and August 2017 among 349 senior marketers (92% VP-level or higher) in the United States.
Is Brand Loyalty Dead? The Past, Present, and Future of Customer Loyalty
In the first half of the twentieth century, a superior product was enough for consumers claim loyalty to a brand. Today, markters know it's not that easy. With more choice, a saturation of promotional material, and high customer expectations, creating—and maintaining—brand loyalty is a much taller order. Does that mean brand loyalty is dead? Well, not exactly, but it's not the same as it was. And that's OK, says an infographic created by product review site Rave Reviews.
Google Expanded Text Ads: 7 Tips for Better-Performing Ads
Now that Google offers expanded text ads, some marketers are still writing ads with the old, standard format in mind. But knowing how to put the expanded format to good use can benefit marketers and their brands' ROI significantly. Clicteq has put together an infographic with seven tips for how to optimize your expanded text ads: 1. Make your ads relevant. 2. Include a strong call to action. 3. Localize by city. 4. Use countdown timers. 5. Don't use dynamic keyword insertion. 6. Use emotional triggers. 7.
B2B Buying Committees: Millennial Buyer Preferences
Some 82% of B2B buying committees now include at least one Millennial employee, according to recent research from SnapApp and Heinz Marketing. The report was based on data from a survey conducted in June 2017 among 503 professionals with buying influence and/or authority across primarily B2B firms.
Social Media News Update: Week of 4 September 2017
This week's 'Skim: Facebook takes its YouTube competitor live for all American users; all about LinkedIn's major new Audience Network tool for marketers; WhatsApp finally gets serious about monetization with a free app for businesses; where Snapchat still beats Instagram, and why it matters; the surprising app Millennials describe as more indispensable than Facebook or Instagram; four great ways to increase e-commerce revenue via Facebook; and much more... 1.
Content Marketing Management: Strategies, Processes & Tools
Most marketers say their company has style and brand guidelines in place for content, but less than half say their firm has developed more complex content structures such as a customer journey map or a messaging framework, according to recent research from Content Marketing Institute. The report was based on data from a survey conducted in February 2017 among 411 marketers (59% work for B2B companies, 21% for B2B-B2C hybrid companies, 10% for B2C companies, and 10% for nonprofit organizations).
Insurance Marketing: More Phone Calls for More ROI
Let's be real: Nobody enjoys buying insurance—from car to home to health... Buying insurance is a reminder to consumers of what can go wrong in their lives, and complicated products don't make choosing the right one easy. Those are just two challenges insurance marketers have, but they are also two reasons those marketers need to make the purchase process as easy as possible for prospective customers.
The Most Important B2B Digital Marketing Trends and Stats of 2017 [Infographic]
Put away all those single-channel research reports on B2B marketing, and save yourself some time with a look at today's infographic. The team at Bubblegum Search read those reports for you and compiled stats about B2B trends in email, content, mobile, search, and social into one convenient place.
The Most-Deleted and Least-Used Mobile Apps
Fitness/health and productivity mobile apps are the most deleted types of programs from consumers' smartphones, according to recent research from alligatortek. The report was based on data from a survey of 2,000 people in the United States who use smartphone apps. The most downloaded apps by consumers are thoserelated to social media, email/communication, news/entertainment, and shopping/e-commerce.
Social Media News Update: Week of 28 August 2017
This week's 'Skim: YouTube changes its logo for the first time ever, rolls out refreshed design and capabilities on mobile; all about Sarahah, the new anonymous messaging platform that took app stores by storm; WhatsApp officially tests verified business accounts; why Facebook is banning some Pages from advertising, and why its latest emojis are causing a stir; how brands are using Instagram Stories; six social media trends to watch for in 2018; how social media played a major role in...
SaaS Marketing: Funnel Leakage and How to Fix It
Many SaaS and Internet service companies offer free trials or freemium services. Accordingly, in the product database, there are users in various stages: trial, freemium, and paid. What happens, more often than not, is that the nurturing of these users is done by the product team, not the marketing team. And that isn't just a problem that's isolated to just small or unsophisticated companies.
Facebook Advertising Benchmarks: CTR, CPM & CPC in 2Q17
The average clickthrough rate (CTR) on Facebook ads increased significantly between the second quarter of 2016 and the second quarter of 2017, according to recent research from Nanigans. The report was based on 2Q16 through 2Q17 Facebook spend data from customers using Nanigans' advertising automation software. The analysis included ad spend on Facebook desktop, Facebook mobile, and Facebook Audience Network; Instagram was excluded.
Facebook & Instagram Ads: Complete Guide to Targeting Options
Yesterday we highlighted an infographic by Izea that mapped out how to target your Twitter ads, and today the influencer marketing platform offers a similar guide for targeting Facebook and Instagram ads. The infographic starts off with a few statistics that show just how powerful ad targeting on the social media platforms can be. For instance, in just one month, 120 million Instagrammers got in touch with a business as a result of an ad.
Social Media Monitoring: 5 Keyword Types You Should Track
Social media listening or monitoring has become a routine task in digital marketing recently, and though the necessity of the process is apparent to most social media marketers, the details of it aren't. The common question is this: What keywords should I monitor? To answer that question comprehensively, I will first explain what the word "keyword" (sorry for the tautology) means in this context, then move on to the types of keywords, and show you examples of keywords that are commonly monitored.
Twitter Advertising: The Complete Guide to Targeting Options
Tweet, tweet. A little bird told me that 66% of Twitter users have discovered a new brand on the social media platform. How can your brand be found—and, more important, found by people who will want to buy from you? Twitter offers robust ad targeting capabilities, and today's infographic by influencer marketer platform Izea breaks down how to use them. First, it explains the five ways to use Twitter campaigns: The infographic goes on to explain how to best use Twitter's targeting options.
Customer Service: Issues That Annoy Consumers Most
Consumers say the customer service issues most likely to make them stop doing business with a company are uninformed agents and long wait times, according to recent research from The Northridge Group. The report was based on data from a survey of 1,000 consumers in the United States age 18 and older.
Top 5 Marketing KPIs: How to Measure & Optimize Them
Imagine you had a crystal ball that could predict the future. The view is murky, but there's enough to make an accurate forecast. Having a marketing dashboard that measures vital KPIs is a bit like that crystal ball: It gives you enough insight to make better decisions to create a positive future by helping you generate traffic and leads and prove the ROI of your marketing activities. In this article, I'll outline five key KPIs you must measure regularly.
Business Blogging: A Guide to Killing
You did it. You built a solid hub of corporate content. You turned to the abundance of advice available out there—on how map out the content strategy, create newsroom-worthy content, build a following, and engage with users—and you did it. But now what? You've got a well-planned behemoth of a content machine, but is it sustainable? Will it thrive? Will it survive a year, two years, five years later? Or a few months, even?
Influencer Marketing: 3 Top Challenges and an Overview
Today, few terms are as buzzy as influencer marketing... from top-trends lists to Cristiano Ronaldo generating nearly $1 billion through social media and right down to a 325% increase in searches for "influencer marketing" over the past year. To move beyond the buzz, I recently connected with a host of upfront and behind-the-scenes authorities to track the past, present, and future of influencer marketing.
Using Color Psychology to Boost Sales & Website Conversions
Up to 90% of a consumer's initial judgment of a product is based on color, according to an infographic released by review site Skilled. The infographic breaks down the rainbow and explains emotions associated with each hue, as well as in which industries each color is popular, and in which industries each color is not recommended.
4 Steps to Resisting Shiny-New Marketing Channel Syndrome and FOMO
A new publisher, a new tech platform, or a new marketing channel is being launched daily. People are constantly developing new social networks, content sites, and other ad-supported ventures. One result is some fear of missing out (FOMO) among marketers: Rather than remember and stick to the basics, they jump into shiny-new marketing and advertising channels they don't know anything about—for the sake of staying ahead of the curve.
How and Why Brands Use Influencer-Generated Content
Most companies that pay influencers to create content also repurpose those pieces for their own brand channels, according to recent research from Linqia. The report was based on data from a survey of 207 B2C marketers who work for firms in a wide range of industries, including CPG, food/beverage, and retail. Two-thirds of marketers who pay influencers to create content say they repurpose the pieces.
Small Business Owners' Favorite Digital Tools and Platforms
Which software programs and digital platforms do small business owners recommend most to their peers? To find out, Alignable polled 7,500 small business owners in 1Q16 about how likely they are to recommend popular digital brands. Each product/service was then assigned an NPS score. The businesses surveyed are all based in North America and employ fewer than 50 people.
Personal Branding and 'Reinventing You': Author Dorie Clark Talks to Marketing Smarts [Podcast]
Sign up to gain access to thousands of marketing resources! Don't worry ... It's FREE! We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy. Dorie Clark, author of the recently published Reinventing You: Define Your Brand, Imagine Your Future, has done quite a bit of reinvention herself.
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