Archive for

Campaign Optimization

How Businesses Navigate the Marketing Campaign Jungle

For many companies, planning and executing a marketing campaign is like hacking your way through the jungle. There are so many issues, technologies, strategies, tactics, metrics, and best practices to consider before running a campaign that it’s easy to lose your way—or even worse, get stuck in a bad situation. Online reviews firm Software Advice…

Marketers, It’s Time to Embrace Failure

Have any of your marketing campaigns ever flopped? Big time? Join the club. In business and in life, we’re taught that everyone makes mistakes. What we learn from our mistakes is what matters. Sadly, most organizations don’t work this way. Every one of us has failed at some point in our careers. Yet oftentimes the…

Can Performance Marketing Help Your Brand Succeed?

Performance marketing is becoming a common way for brands to determine the efficacy of their ad spends. Knowledge is power. And being able to directly measure how the performance of your ad relates to sales can lead to better allocation of an ad budget, and thus greater overall business success. What is performance marketing? The…

A Guide to Using Social Media for Account-Based Marketing

By now, most B2B marketers have made the transition from a traditional marketing strategy to a more personalized, account-based approach. If you’re not familiar, account-based marketing (ABM) is a strategy that requires sales and marketing to tailor outreach to a specific account’s pain points, goals, and motivators. ABM’s rise in popularity has made lead volume…

5 Mistakes to Avoid While Scaling Your Content Marketing Program

There’s never enough time in a marketer’s day. That’s why many content marketing programs languish, never reaching their revenue-driving potential. Content marketing needs to be more than a series of one-off campaigns to be successful. For content marketing to truly drive results, it needs to be an all-in, ongoing, and strategic component of your marketing…

Content Marketing Dashboard: How to Build It So the Budget Will Come

We live in a golden age of marketing; an age where we as marketers can finally prove our worth to the organization and show off how indispensable we are. Metrics allow us to demonstrate our value to the company and at last receive credit where credit is due. But only if we have the wit…

Higher Education Marketing: Why Universities Are Skyrocketing on Social

School is cool again. Scoff all you like; the numbers don’t lie. Higher education marketing statistics show that educational institutions experienced the highest follower growth across the social media landscape in recent years, with an average annual follower growth of 77 percent. In comparison, the wellness industry had the second highest annual growth at a…

Instagram Analytics: The Ultimate Guide for Marketers

Leveraging Instagram analytics to improve your brand’s social reach and engagement is crucial for companies across all industries. Here’s why. At first glance, Instagram seems to be a one-trick pony. After all, how unique can a photo-sharing app be when literally every other social media app out there allows you to do that too —…

3 Ways Misalignment is Sabotaging Your Marketing Team

Data-driven management is essential to mobilize and motivate a well-oiled marketing team. Equip yourself with actionable strategies, technology recommendations, and budgeting trends in TrackMaven’s 2017 Marketing Leadership Survey. Studies (and common sense) tell us that when marketing is aligned with cross-functional teams, businesses see faster revenue growth and higher profitability. With all of this evidence,…

Don’t Expand Your Omnichannel Marketing Strategy Without Following These 10 Critical Steps

The more channels retail customers use, the more they spend. These are the results of a recent study published in the Harvard Business Review, which found that customers who used four or more channels spent an average of 9 percent more than consumers who used only one channel. But businesses that already have an omnichannel…

How to Analyze Social Media Data for Your Business

Like the saying “it’s what’s inside that counts” teaches us not to judge people by their looks alone, learning how to analyze social media data is about more than just vanity metrics, i.e. the likes and clicks your campaign posts generate. Measuring social media analytics requires a comprehensive strategy that takes into account all channels…

The Marketer’s Guide to Twitter Analytics

Ah, Twitter. One of the three biggest channels dominating the social media marketing landscape, yet one of the most challenging channels to get right. Every day you see companies stumbling through their feeds, unsure of what they’re doing and whether or not it’s working. This is why using Twitter analytics to gain insight into your…

Power Results-Driven Strategies With Marketing Campaign Optimization

Marketing campaign optimization is key for turning your strategy into a powerful marketing machine. But many marketers struggle to stay on top of optimization best practices. Have you ever felt that, despite the best of intentions, your marketing strategy is like a paper tiger? It has the shape and form of something grand, but is…

How to Track Competitors’ Promoted Posts on Facebook

Are you struggling to increase ROI from your promoted posts on Facebook? If so, you’re not alone. Easy conversions from Facebook are no longer a given. Marketers now need to put more time and money behind their content to get results. But are you putting money behind the right content, or just inflating costs via…

Using Salesforce for Marketing: Campaign Best Practices

With an estimated subscriber base of over 3 million users, Salesforce has become a common element among the world’s best-performing companies—in any industry. Why is using Salesforce for marketing so common? And why not? It’s a versatile CRM that can fit into nearly any sales and marketing process. Because sales and marketing are working off…

Creating an Integrated Marketing Campaign to Maximize Your Impact

If you’re not using an integrated marketing campaign strategy, then you’re not using your marketing channels effectively, and losing out on ROI because of it. Having an integrated marketing campaign requires identifying the channels that work best for your brand and strategically leveraging them together to maximize impact. This means that for your integrated campaign…

Social Media Sentiment Analysis vs. Social Incident Response: What’s the Difference?

Social media marketing is a many-headed hydra. From content distribution and campaign management to social listening and social analytics, it’s challenging to find the right division of labor to tame each element of social media management. But when it comes to preserving brand health, social media sentiment analysis and incident response are two often-confused components…

How to Build a Social Media Analytics Dashboard for Your Business

Social media spending is increasing, putting more pressure on marketers to track and prove ROI. Luckily, you can stay on top of your performance by tracking the right metrics in a social media analytics dashboard. Why marketing teams need a social media analytics dashboard The CMO Survey projects that the share of marketing budgets spent…

How to Set Social Media Marketing Goals That Drive Revenue Growth

Identifying social media marketing goals that drive business results will help you prove the ROI from your social strategy. This is crucial for today’s marketers, most of whom are unable to tie social media initiatives to revenue. According to eMarketer, The CMO Survey by Duke’s Fuqua School of Business found that over 60 percent of…

Ask a CMO: How to Build a High-Performance Marketing Team

All marketing leaders aim to elevate their teams from good to great. But Christine Schaefer, CMO of ThreatConnect, has a blueprint to make this dream a reality. Christine joined #TrackMavenLive to share her four-step process for structuring, organizing, and incentivizing a high-performance marketing team. Watch the complete presentation now, or read the key takeaways below! How to build…

Social Media ROI: Can You Prove It?

Marketing is accountable for sales and revenue — but can you prove content and social media ROI? If you can’t, you’re not alone. According to The CMO Survey, social media spending is expected to climb to a 20.9 percent share of marketing budgets in the next five years. But few marketers can justify these escalating…

How to Use Employee Advocacy to Fuel Marketing Campaigns

Your company probably has a few thousand likes on Facebook, and shares content with fans there. The average individual Facebook user, according to the Pew Research Centre, has about 200 friends. If 100 employees shared company-related content with each of their 200 friends, that’s 20,000 people. And that doesn’t even include additional social circles on…

2017 Facebook Advertising Report: Budgets and Benchmarks

Four million businesses actively advertise on Facebook — 30 times more than on Twitter and eight times more than on Instagram. That’s one incredible source of ad revenue for Zuckerberg. But for businesses seeking to stand out on Facebook, that’s a whole lot of competition. New research indicates just how hard it is to keep pace…

Inbound vs. Account-Based Marketing: Avoiding the False Choice

According to Joe Chernov, VP of Marketing at InsightSquared, we marketers often fall victim to False Choice Syndrome, thinking it’s all or nothing when it comes to selecting the most fitting programs. The head-to-head battle on most marketers’ minds these days is the one between inbound marketing and account-based marketing (ABM). Joe joined TrackMaven to…