Category: Marketing

Having regular content going out on your social media sites isn’t enough anymore – you need to be tracking, analysing and responding to conversations relevant to your company and industry. Enter social listening. By listening to your audience and target market, you can start to make changes and personalisations that really convert.

Social listening isn’t to be confused with social monitoring however. Social monitoring is used to look back over the last period, gathering information, focusing on detail and measuring success, serving as the baseline and bare minimum for any social marketing efforts, whereas social listening takes that information and digs a little deeper, allowing you to look forward and at the bigger picture. Social listening is a process that seeks to surface insights from listening data (much of the same data captured in social monitoring activities) that inform broader marketing decisions – think audience/market analysis, competitive intelligence, uncovering trends, etc.

Did you know that…

• Customers who feel engaged by companies on social media will spend up to 40% more with them than other customers? (Sprout Social)
• 79% of consumers expect brands to respond within a day of reaching out over social media, but average brand response rates across all industries are lower than 25%? (Sprout Social)
• When surveying 264 marketers across the globe, nearly 40% of participants desired more knowledge about their audiences? (Socialbakers)

For B2C companies, social listening allows you to understand your direct customers. Whereas for B2B companies, it allows you to understand your client’s customers. This gives you an opportunity to lead with a broader view of what the general consumer is doing. You can then provide thought leadership pieces and posts from a perspective that a prospect or client may not have considered. This sends the message that you are investing in their customers too, and that you’re paying attention, giving you the edge over your competitors.

Using your company’s socials also isn’t enough anymore. People buy from people so it’s crucial that you engage with your target audience from a personal perspective as a face of your business, showing thought leadership and creativity.

It can be overwhelming if this isn’t something you’ve thought about before, so here are a few top tips to get you started:

• Make sure your personal and company profiles are optimised
• Post regularly and consistently before you start
• Monitor your channels for mentions of your brand, competitors, products, and related keywords
• Analyse your findings and think about how you can use it to shape your future posts – you may find that this information starts to re-shape your brand and tone of voice

Integrating MarTech (Marketing Technology)

Integrating a useful MarTech tool to help you listen to online consumer conversations not only makes the job easier, but takes up less of your resources so you can concentrate on strategy development.

3 MarTech tools to make social listening easier:

1. HubSpot’s social media marketing tool helps you prioritise your social interactions and connect with all the right people. You can build marketing campaigns, share content like blog posts and landing pages, automatically share content to various social channels, and discover the best times to post.

You can also create custom keyword monitoring streams, and trigger email alerts so your sales team knows when your prospects mention you – perfect for combining your marketing and sales efforts.

The tool also allows you to monitor your performance across all social channels and keep track of the number of visits and leads you receive.

2. Sprout Social offers a social media management software to offer solutions that will ultimately improve your social media interactions with customers and prospects. With the help of the Sprout Platform, you can access in-depth data analytics to inform strategic decisions, streamline and scale your engagement efforts, publish content and campaigns, and, most importantly, uncover trends and insights through social listening to drive strategic changes.

The platform uses real-time brand monitoring to track direct messages and brand-specific keywords. It also offers advanced social listening to help you notice emerging trends and influencers.

3. Falcon.io’s new listening addition to its platform is great for integrating social listening into your strategy. From AI smart alerts to social inbox integrations, you get access to insights from across 100 million online sources helping you become better at listening!

So, we’ve explained WHY you need to consider social listening as a key marketing tactic, now you just need to start! At Air Marketing, we can integrate social listening into your marketing strategy and execute our suggested activity on both your company and personal social media channels, helping you to connect to your audience on a deeper level for leads that convert. If you’d like to talk more about developing your social listening strategy, get in touch today on 0808 503 8978.

We’ve all sat in that meeting. Years of first-hand experience, reams of exciting ideas and campaign proposals backed up with pages of data. In enters the HiPPO. 

No, not the large semiaquatic mammal but the “HIghest Paid Person’s Opinion”. The buzz is quickly shot down with decisions based on emotion, theory or a “one-size-fits-all” solution. 

Suddenly the room falls quiet, tension mounts and everyone leaves the room feeling deflated (not to mention the potential damage caused to the business). 

The HiPPO theory originates from a study by the Rotterdam School of Management which found that projects led by senior managers had a lower success rate than those run by more junior employees. It transpired that staff felt more comfortable offering opinions, challenging assumptions and giving feedback based on fact in teams where senior managers were less present.  

So, what does this mean from a marketing point of view? 

The problem with letting the HiPPO take the reins is that you then end up ignoring data to back up any decisions. For example (in the most basic terms), you could be deciding how to personalise your email marketing efforts based on location. A HiPPO might say that your target audience is based in the USA, however, your Marketing Manager (armed with a map of email opens) knows that the majority of recipients are based in Germany. The HiPPO declares their assumptions and the Marketing Manager instantly feels unable to showcase the real-time data. 

This could lead to incorrect information or irrelevant news being given to your target market, who will no doubt quickly shut off. Loss of relevance? Loss of clients. 

A HiPPO is also likely to ignore the wisdom of the crowd, therefore neglecting knowledge from front-line staff. 

How do you deal with a HiPPO? 

1. Increase awareness of the HiPPO effect and have open discussions about data based decision making 
2. Remove the spotlight – try and encourage less senior employees to speak up and have their say! 
3. Present data in a visual, hard to ignore way 

Are you a HiPPO? 

It’s easy to fall into the trap of “I’ve had X amount of years experience so I know best.” You’ve got to where you have for a reason – you’re good! However, listening to your team is key to ensuring you all make the best decisions for your business. Don’t let the power go to your head and learn from the people you’ve painstakingly hired and trusted to do their job. 

Need a hand with figuring out the data from the bias? We create marketing strategies that directly align with your sales numbers. If you’d like to talk more about developing your marketing strategy, get in touch today on 0345 241 3038. 

Does your marketing approach need a shake up? Tired of sending out the same old fluff and seeing the same low ROI? Then this guide is for you. 

We’ve put together 4 lessons to help you think differently about your marketing strategy, ultimately resulting in more sales and long-lasting relationships with your ideal customer. 

Be brave and look closer at the numbers 

Shy away from the nitty gritty of your target numbers no more! Grab those numbers by the horns and start making the profit you deserve. 

Ask yourself these questions: 

• How much needs to come from renewal or existing customers? 
• Is marketing responsible for delivering a target of qualified leads? 
• Do you know the conversion rate from a marketing qualified lead (MQL) vs a sales qualified lead (SQL)? 

Start from a place of enlightenment! Get these numbers in place. Now. 

Be brave with your content 

We’ve all heard that famous quote: ‘Content is King’. Your customers want to know about your products, your opinions and how all of it makes a difference for them and their business. 

Read these stats: 

• 70% of consumers feel more connected to brands with CEOs that are active on social 
• 64% of consumers want brands to connect with them 
• 86% of buyers will pay more for a better customer experience 

And read them again. Then have a look at what’s missing from your current content and dare we say it… idea storm! 

Be brave with your targeting 

Heard of the “sneezer effect”? Enough is enough! 

We all like to feel special. The trouble with ‘catch-all’ marketing and aiming for a broad appeal is that you actively alienate the people who need your product most and instead, focus on casting a wide-net and filling it with fairly uninterested fish. 

Start by: 

• Refining your market and personas 
• Getting really focused on said market and personas 
• Thinking about Account Based Marketing (ABM) 

Who wants to spend all their time and effort convincing everyone to like you, when you could preach to the almost converted instead? 

Be brave with your delivery 

Marketing trends come and go, but creativity endures. It’s tough to stand out in a fast-paced attention economy. When everybody’s talking, why should they listen to you? 

Most of us carry around a super powerful computer in the palm of our hands that targets us with advertisements based on our preferences. There’s no shortage of content out there, but how often does it make you think, you know what, I want to discover more about this? 

Have a look at the way you currently deliver your content and see if you can apply these 3 small changes: 

• People are smarter than you think – don’t over-explain 
• Incorporate clever print into your campaigns 
• Use your competitor’s campaigns as examples but try and analyse what could have been done better or more creatively 

It’s all in the delivery. 

So… 

Download our guide. Be brave. Sell more. 

Google’s latest algorithm update announces that page experience signals are now to be included in search ranking. These signals measure how users perceive the experience of interacting with a web page, and combine Core Web Vitals with Google’s existing search signals.

We look at the 5 key areas to address in optimising your website for page experience and search.

Download checklist

Whether you’re new to marketing or an experienced marketeer, you need to be considering LinkedIn campaigns as a powerful tool to connect with your target audience.

We’ve created this Campaign Checklist to help you get the most out of your LinkedIn campaigns.

It covers everything from:

• Account set up
• Campaign set up
• Audience
• Bid and Budget
• Creative
• After the campaign launches

Learn more and read the full checklist below.

If you’d like to talk more about developing your marketing strategy and developing your brand’s authenticity, get in touch today on 0345 241 3038.

In the age of AI, machine learning, big data, and sophisticated automation, human-to-human marketing, or H2H, has emerged as an antidote. Recent times have been trying, to say the least, so where this new model succeeds where others previously failed is the primary focus is on nurturing human relationships and building trust.

H2H differs from B2C and B2B marketing methods. Rather than assessing audiences on data sets, it looks past these segments and focuses on building authentic connections with the people within them; after all, businesses comprise groups of real people.

Why does this matter, and aren’t most of us already doing it?

Well, yes and no, true authenticity comes from real conversations and honest relationships. So, while the individuals in a business might be strong advocates for rapport building, the brand they represent could be anything but, which isn’t exactly seamless in terms of a customer experience. Smart businesses put their people front and centre and speak to their customers with warmth, opening up an honest dialogue about their needs.

The pandemic has been something of an accelerator for H2H

You may have noticed an increase in H2H marketing on LinkedIn, we’ve certainly noticed a growing openness from brands, with many more businesses being honest about the challenges presented by lockdown and remote working, and of course, a welcome, wider conversation around mental health and employee wellbeing.

Brands that actively demonstrated their human-side during the pandemic hit the right note with customers. Pret a Manger offering NHS staff a free hot drink and 50% off other products, addressed what was going on in the world and inspired a sense of togetherness beyond a normal customer transaction. A Kantar survey of more than 35,000 consumers during the crisis revealed that 78% of consumers believed brands should help them in their daily lives, and 75% said brands should inform people of what they’re doing to help. This shows a growing expectation from brands to demonstrate their values and play their part in a compassionate and human way.

It’s also interesting two-thirds (64 percent) of consumers worldwide said that they would buy from a brand or boycott based solely on its position on a social or political issue. That’s not to say you should become an activist for issues you’re not passionate about; it’s simply demonstrating the power of alignment of beliefs and values.

Learn from the disruptors

Disruptor brands have always known the value of authenticity in marketing; speak to your customers like friends, encourage them to participate in your world and become invested in theirs. This is why some brands have enviable memorability, think Dove‘s long-running ‘Real Beauty’ campaign, it was designed for the people who actually buy the product and was based on creating a unique and relatable experience; changing the way beauty products were marked long before the Instagram and influencer marketing boom.

What do businesses need to do to embrace H2H?

Corporates need to think about the future and move from customer-centricity to human centricity not to miss the opportunity. It all starts with a conversation, so it’s important to encourage your organisation’s thought leaders to stick their head above the parapet and join the conversations that matter to your customers. If you’re not already doing it, think about how your culture and brand align. If you’re a fun and caring business behind a corporate façade, it’s time to step forward and change your image. Your customers will thank you for it.

If you’d like to talk more about developing your marketing strategy and developing your brand’s authenticity, get in touch today on 0345 241 3038.

Need vs Nuture

Imagine a perfect sales cycle where you could design a sales strategy furnished with known entities and completely transparent customer behaviour patterns. For example, suppose every last one of your many loyal customers made a healthy, guaranteed minimum annual spend with you every March. In that case, you could happily run your business at a predictable profit as a result. You could readily update your audience with new product information, solidifying their trust and loyalty. But even in this seemingly blissful scenario, what happens when you want to scale your business? You’ve already tapped into your organic audience; how do you then grow beyond that loyal base? There will be people who need your product who are happily buying from a competitor. There will be others who might be the perfect client, they have a clear need for what you provide, but they are new to the market and need education and convincing on even investing in the first place. 

So even in a comfortingly predictable scenario, there are limitations. The reality, of course, is starkly different but the point remains the same. Your future client base comprises prospects at various points in their journey with varying awareness levels of your products and services. Equally, your lead sources will vary from those who googled you with a specific need and proactively contacted you on your website, to others who you actively targeted as part of a campaign and followed up with a call or an email. You have no idea who will account for more of your revenue in three years. 

A successful Demand Generation strategy encompasses the whole journey from serving those with a need for your services to closing customers who are convinced and ready to buy. 

Prospects who find you: 

Even people who actively seek out what you provide need to a clear rationale to buy from you. That means your content and digital strategy needs to deliver a premium user experience, engage and educate your audience and convince them to request more information. Even at this stage, if your audience doesn’t feel like you are invested in their challenges and can’t see any direct benefit from browsing your website, then you are likely missing out on conversions. 68% of B2B customers prefer to research independently online but 90% of those searching haven’t made their minds up about a brand before starting their search. This gives rise to a valuable opportunity, gather insights and serve the content your audience wants to see, show them why they should buy from you. 

Prospects with a defined need for your services: 

Perhaps they’re not ready to buy just yet and need to be nurtured. You need to earn trust and build confidence in your services and approach and vitally, stay in regular contact with valuable content. Marketing automation platforms like HubSpot are hugely beneficial in managing this process, giving you a clear view of your prospect database and the level of engagement within prospect accounts. Research shows that 79% of marketing leads never convert into sales and lack of proper lead nurturing techniques could be to blame. 

Prospects who are happy with their current service with another provider: 

Research shows that 35-50% of sales go to the provider that responds first, which is a compelling statistic for two reasons: firstly, it demonstrates just how responsive you need to be to win out over the competition. Secondly, it highlights that perhaps your competitor was merely responsive and you could offer a more personal service, far better product/service features or you’re culturally more aligned. There’s only one way to find out, actively target and nurture prospects consistently. If they’re happy with their current provision, respond with engaging and timely content that shows you understand their challenges and their industry. This way, when their contract is up for renewal, or you check-in with a call, they’ll have far greater brand recognition, which is the perfect platform for building rapport. 

If you would like more insight and guidance on putting together a demand generation strategy that actively nurtures prospects through your funnel, get in touch today on 0345 241 3038. 

The argument for marketing and sales alignment has been well-documented in recent years. The growing popularity of account-based marketing and sales enablement is testament to a shift in perception across the industry. And there’s a wealth of research to back it up, in fact by aligning sales and marketing, your business could generate 208% more revenue and enjoy 36% higher customer retention and 38% higher sales win rates.

By working together and understanding each other’s roles, metrics and goals, marketing can attract and nurture better quality leads; glean insight from their sales colleagues and in turn, deliver better quality and targeted materials to help get deals over the line. Equally, sales can commit to following up marketing qualified leads and feeding back information of where that prospect may be in the sales cycle so they can target them with appropriate content. The result is a well-oiled machine that nurtures long-term relationships and results in higher conversions.

And while it seems like a no-brainer, in theory, organisations struggle to make it work for many reasons. In under-resourced teams, dedicating time to sales and marketing alignment feels like an arduous and time-consuming activity that will take time to mature and deliver results, so it continually gets de-prioritised in favour of the next big campaign. When you outsource to a single provider, you instantly access an experienced team dedicated to delivering against your marketing and sales goals and who are skilled at developing a delivery plan that meets your specific needs.

Other businesses don’t have a system supporting shared visibility of campaigns and customer journeys, making collaboration difficult and again, time-consuming. Sometimes it’s merely an imbalance in teams. There may be only one or two dedicated marketers in a sales first organisation. They might lack a content marketing specialism or require further training or experience to support sales confidently. An outsourced partner has already nailed this; they’ve already built a high-performing and aligned team and follow established processes, and have complete visibility of shared systems.

And then, of course, some organisations don’t have any sales and marketing resource at all. If they’ve already outsourced, joining the two functions means close-management of third parties and contractors, which comes with an administrative burden and challenges around contrasting systems and processes. By outsourcing to one expert partner, you can avoid the headaches of managing multiple suppliers. You can make your budgets work harder and have the benefit of working with a team where both sales and marketing are on the same page and know the full details of your campaign.

Supporting the entire journey, with complete visibility throughout

When you outsource sales and marketing to a single provider, you get a joined-up approach proven to succeed. Experienced marketers and campaign managers will use demand generation or account based marketing strategies to drive awareness in your desired markets, nurturing leads through a consistent campaign of engaging content across paid social, email marketing and relevant blog content. These leads will then be handled by expert sales representatives skilled in building rapport, communicating your brand and your offering professionally and reassuringly. The big difference is that all of this activity is overseen by marketing and sales experts who have deep expertise in delivering complex, multifaceted projects, sharing metrics, a CRM and everybody agrees on what constitutes a qualified lead.

How we make it work

Here at Air Marketing, we have the in-house skills, technology and processes to deliver value at every point in the customer journey. We’ve grown from a telemarketing agency into a comprehensive outsourced sales and marketing solution. We offer everything from demand generation and marketing support to complete end to end sales campaigns, SDR as a service and lead generation.

If you would like to know more about how we can deliver aligned sales and marketing initiatives for your business, get in touch: call 0345 241 3038 or email contact@air-marketing.co.uk.