Software and services for internet-marketing (Software and services review, and idle crawler as one of such software)
Many marketers say they are tired of the constant attacks of representatives of the promotion services - such tools already more than a thousand, and they are divided into 40 categories, so look into this diversity is not easy.
According to a study 351 b2b medium-sized companies, which done Luis Gudema, the level of automation means of promotion in the network is very low (with the exception of the IT companies). On average, companies use about two to nine programs for marketers.
Many marketers see a real return from the use of such tools, but it is not easy to convince management in the need of the purchase of such programs. To facilitate this task, the publication Harvard Business Review identified seven main areas of marketing efforts and make a list of services that should be in the arsenal of any company wishing to increase the number of leads and increase revenue.
These programs are a means for online direct marketing, the success of which usually depends on two things - the demonstration materials right audience, and value proposition - people have to pay for something that will bring them any benefit. These online services help business representatives to find the right audience and to make a bid that is interested in it.
Analytics
A hundred years ago, the legendary American businessman John Wanamaker said that half of the money he spends on advertising is wasted, but he can not understand what exactly half. Today, it is easier to learn - information about what works and what does not, can be obtained using dozens of different analytical services.
Popular services:
The most common tool, of course, is Google Analytics, which is set at 80% of the sites of the companies in sphere of small and medium-sized businesses. Service functionality enough vast majority of companies, and major players may be interested in paid programs like Adobe Analytics.
Conversion optimization
The essence of notion of conversion optimization boils down to: to make visitors to do what is necessary to the business. As a rule, "what you need" involves filling a form that the company has received at least some information about the person (eg e-mail it).
According to statistics, less than 3% of visitors came to the site after clicking on online advertising, leaving their data - but using mechanical means to optimize conversions can help increase this number to about 6%.
Some companies use technological means able to block these results several times and achieve conversion of the web forms at 33%.
Popular services:
Landing Page Grader from Wordstream;
Optimizely - Service for A / B-test landing pages and interface elements;
Unbounce - another tool for testing Landing.
E-mail is the oldest and one of the most effective tools for online marketing. It is important to understand that a simple spam purchased databases has nothing to do with efficiency - mailing letters must bear some value and contain content that matches the interests of the message recipient.
In order to make the sale, the company have to deal with a potential client not ones- email-marketing allows you to continue communication with the users who were not against it, and subscribe to our newsletter.
Popular services:
MailChimp;
Constant Contact;
Some features email-marketing is often built into packages automation marketing efforts (We will discuss them later).
SEM (Search Engine Marketing)
The vast majority of people looking for information about the product before purchase
- which means that the business needs to people who looking for what they sells.
Integration of information about paid contextual ads can be loaded into the CRM-system and Google Analytics, which will track the performance of (not only in terms of traffic, but also in terms of leads and sales) of various headings, text messages and the accompanying pictures.
As for SEO, it often sounds advice about the need to "create quality content" - in the case of Google, no one doubts the efficacy of this method, and Russian companies complaining about so high traffic of "Yandex".
Popular services:
Google AdWords;
Yandex;
Bing and Yahoo;
WordStream;
Wordtracker;
BrightEdge.
Remarketing
In this context remarketing is a situation when, after visiting a particular site or entering thematic searches, advertising related to its theme of goods begins to appear to the user and at other sites.
This method is effective due to the fact that the advertising budget is spent only on showing ads to users who have already expressed an interest in the goods and services businesses when looking for information about them. With the help of modern tools can even be set to display targeted advertising to users, to search for a particular product.
Companies associated with IT have long understood pros of remarketing, but representatives of other industries use this tool only less than 9% of cases.
Popular services:
Remarketing in the Google AdWords;
AdRoll;
Perfect Audience.
Advancement in the mobile segment
Half of the e-mails opens on mobile devices, and soon these indicators will be achieved in the field of search queries. This means that now literally any site should be friendly for users of smartphones and tablets - which does not prevent a third of the sites somehow fit this definition.
If the company's website is not optimized for mobile devices, they are not only inconvenient to use the mobile part of the audience (which in itself is bad), but the search engines can still penalize it dropping in the search results on mobile devices.
Among other things, there is a contextual advertising in the mobile segment - so that opens very wide space for action.
Popular services:
The most popular approach to creating a mobile version of the site is to use adaptive layout that allows the site to "adjust" the page size and units on it.
Another approach is to create a completely separate mobile version of the site (like the New York Times) and redirect the user to the resource.
Marketing Automation
Packages for marketing automation software includes all of the above functions. The goal of these products is to give businesses a complete understanding of how well a particular content or interface option, what doing visitors on the site and how it consistent with the goals of the company. Typically, these programs work in conjunction with CRM, which are unloaded business data about customers and sales that allows you to create automated alerts for employees in situations with high probability lead to sales.
Popular Services for Small Business:
HubSpot;
Act-On;
InfusionSoft.
Popular services for medium and large companies:
Marketo;
Adobe Campaign;
Oracle Eloqua;
Pardot and ExactTarget (Salesforce);
Silverpop (IBM).
It is important to remember that the foundation of modern marketing is quality content – we have to attract user give him some useful information. Only then he will come to the site and delayed on it, giving marketers the opportunity to work on converting visitors into the lead.
The content may have very different form from text to infographic or webinars. You can say one thing - in the absence of quality content and in the presence of alone advertising information, rely on a sale is not necessary.
Many experts, like Guy Kawasaki, say that the attention of the user must be earned - before advertising him something, it is necessary to attract him by interesting content.
"But what about social networks," you might say - this is good channel for communication with users, increasing their involvement and strengthen brand loyalty, but the role of social networks in lead generation is small (if it is not a built-in advertising).
Each of these methods can yield positive results in isolation, but truly conspicuous effect can be obtained only by combining them. Search engine optimization will bring more users to the site, a well-designed form will allow them to collect data, and with the help of remarketing you can achieve repeated contact with these people.
Marketing - is a difficult process that takes time. No magic pill or a button to "make good" - you can achieve results only through hard work, hypothesis testing, and continuous improvement of websites and online resources.
That is all! Thank you for your attention.
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