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She started her career at a media agency taking care of clients such as Nike, Lufthansa, or Unilever. Throughout her career, she was leading marketing teams in different industries such as online gaming or lifestyle mobile apps. For about 2 years now she is working as a freelancer helping startups grow. A properly working conversion tracking tool. This might sound quite obvious to professionals but it's essential for a successful business.
Without data, it is practically impossible to make just the right decisions and grow. This is step zero. When you have your tracking sorted out, find a tool that helps you with customer engagement and loyalty. You probably invest a lot of money into acquiring a customer so you want to get the most out of it. I think it's all about understanding data attribution.
Meaning going beyond last click attribution. You need to understand your customers' touchpoints and their impact on your revenue. Based on that you can decide which paid channels to focus on and which ones to discontinue. That way you can fully take advantage of your invested money.
There is no one-size-fits-all answer to this question. You know you have a good ad-copy if it's perfectly tailored to your target audience and they respond to it the way you expected. This means you should speak your customers' language and choose images that are appealing to them. If you do your research before jumping into creating your ad these shouldn't be a problem for you. It's important to remember that your own personal taste and style don't necessarily match your customers'.
So it is best not to take your own taste as a reference. Also, remember to always include a call-to-action! Several projects come to my mind but I'm most proud of the results I achieved for an Austrian brand for baby slings.
We found a way to combine the online and offline world. This tactic worked out excellent as we were able to accelerate our online sales. I think to grow it's important to be creative, to try out new ways and techniques, and invest in long-term strategic steps. Hailey is a search engine marketing expert, a chef-in-training and a San Francisco resident.
GrowthBar - it's the best way to spy on your competitors and see what marketing tactics are working for them. You can use it to find the best keywords to target, hone in on the right backlink strategy and much more. I would say that it's crucial for any eCommerce business to have a really good SEO tool and really get a handle on their search rankings.
We've used SEO to scale dozens of eCommerce businesses with success. So many marketers think of Facebook ads as the best source of traffic, and that totally depends on the business that you're running. For us, we focused on writing high-quality content and optimizing it to rank on the major search engines. We then monetized it with affiliate marketing, and voila! We now have a really great source of passive income.
So don't focus all your time on ads, think outside the box, look at all your options and then decide. Robert has also applied his expertise to enterprise brands such as Woolworths, Air New Zealand, and Samsung during his tenure at Dentsu and Publicis. I believe a must-have tool would have to be Google Analytics - it's important to have a one-source-of-truth platform to go to for your traffic, revenue and to have an accurate pulse of your business.
This isn't a new tool but there are functions, dashboards, and insights that not many marketers access. Most don't even feed in their Facebook Ad cost data. Our team uses a concept called Single Purpose Campaigns in which we treat each audience or layer of the audience as it's own individual campaign or line item. Meaning that we are able to be more personalized in our messaging and controlled on our costs and targeting.
It's something I've gathered during my time working on one of the world's top airline brands. They had segmented each one-way route, each language, each promotion as an individual campaign. Ultimately creating and managing 's to 1,'s of campaigns and extracting every dollar to get a 50x return.
A killer ad copy is more about how it addresses the user. We first need to know what the user's intent is. For Google Search, it's rather easy to understand their intent if you segmented campaigns properly. By understanding this, any level of personalization can be considered Killer Ad Copy.
We've worked with brands during this tough COVID period, helped them pivot, and come out the other side stronger. We worked with this boutique small business called the New Grocer who had previously had a business that did Lunch Meal Preparations for School Kids whose Parents didn't want their kids to eat the food there.
The New Grocer was born to help the suppliers maintain their revenue source and for the chefs at the meal prep company to retain their jobs as Schools were closed. Introducing new product lines and many pivots to value proposition. Ultimately we were able to retain jobs and keep their business alive. The bulk of his experience has been in early-stage start-ups, either as a founder or as an early hire.
Any online store must have a Google Search Brand campaign for its brand name terms and domain name, including misspellings. Your brand search is your most sacred and even if you organically rank for 1, your competitors could be bidding on your brand terms, and also this is a game of real estate.
Taking the 1 and 2 spots makes you a winner. They will eventually go away from this practice which you protect your brand real estate. Depending on the type of products a Google Search Generic term campaign should also be in place.
Google Display is a great opportunity to increase brand presence to highly targeted audiences. Consumer Intent marketing is the most powerful audience and next up is remarketing. If you have a brick and motor, Google My Business is the single most important thing you can do, and be sure to link it to Google Ads and while you are at it link Google Ads to Google Analytics and Google Merchant Center.
Connect merchant center to your online store software to create a feed so that you can enable Google Shopping Ads. Leverage Consumer Intent Marketing audience building and really take the time to think about your ideal customer, what their needs are, what websites they will visit during research for related products or items that together with what you sell.
Calls to action! Short and sweet. Users need to be told exactly what to do. There is too much clutter to have them guessing what you want to do.
Call Now. View Products Now. Hire a creative writer to proof all your ads. Do this on a regular basis. Encompass this client was running Google Ads for years. They sell parts for repairs, appliances, and they have millions of items. They had a very high daily volume and almost every customer has the potential for multiple repeat purchasing. I was able to use their Google Analytics to create an all user audience from the last days. Serving ads through Google Display reminded old customers to come back to Encompass.
The immediately generated sales on day one and to this day is one of their top campaigns in conjunction with Remarketing. Kristina Adel is a Customer Relations Coordinator at Velour Beauty , one of the most luxurious eye-centric beauty brands that also sell in Sephora and Ulta. Her expertise lies in content creation, copywriting and e-commerce as she is passionate about helping every customer have the best experience with the brand.
Kristina loves conveying brand stories that generate demand and achieve success. Every tool has a place in your toolbox but without data, any step you take becomes just a guess. Microsoft Clarity is an amazing free tool business can implement to start studying heat maps, view customer recordings and much more. Such data will then form a foundation for the next optimization steps that will drive conversion and sales. It may sound obvious but a strong segmentation of your customers is key.
Everyone expects a personalized experience that is tailored to their specific needs. Building automated email funnels for these specific groups will take some work off your shoulders as you focus on other goals. I like using Retention Science for this as its AI technology makes product recommendations and timings super simple. Connecting those audiences with your Facebook and Google Ads is also a massive plus. It can very interesting to see how one word changes the results. Also make you to check for the main keywords on Google trends and listen to what your customers are saying in reviews and on social media.
Your customers already know the best keywords you should use in your copy. Every small business managed to successfully shift their brick-and-mortar stores online and continue their entrepreneurial journeys.
Slava has 10 years of experience doing online marketing with the last 5 focusing on paid ads. He helps local and international brands find customers online and optimize their funnels for higher conversion rates. Currently, he is working with medium-sized businesses and managing over 1. They will get your customers to spend more before they checkout.
That will allow you to increase marketing spends and scale further than before. You need to follow up with users who sign up to get them to buy for the first time if they are non-customers, or buy more if they are existing customers.
Everyone is busy nowadays, and to scale one must always be on a customer's mind to increase conversion rate. A not so obvious paid media technique would be to use all the available bidding strategies that the platform you're using provides. For killer ad copy you need to make sure that the first sentence already has intrigued your customer - every business is different, but I personally love to start my copy with a question… e.
The campaign has been running for about 11 months now and it keeps being extremely profitable. Drew has worked in the digital advertising space for over 5 years and started out as an intern for several marketing agencies after college which how he fell in love with the space. After graduating college in with a Bachelors' degree in Marketing, Drew worked for several large ad agencies on Fortune clients before going off on his own in Since then Drew has helped many ECommerce brands both large and small start out and grow in the space across digital advertising platforms such as Google and Facebook.
The first and most important tool for any eCommerce brand is the platform itself. As a marketer, you have various choices at your disposal for reaching new customers.
First, you need to know which type of marketing channels are possible and how they deliver results. Channels like search paid, and email gives access to the best marketing strategies for ROI. Focus on tactics within these channels because they can produce short and long-term profits.
These digital or online channels cover strategies like email marketing, search engine optimization SEO , and pay-per-click PPC advertising.
Several aspects can learn how successful your advertising will be. The way ads are distributed may have improved, but the rules for good advertising copywriting have continued the same. While digital marketing has started up new channels and new challenges for people seeking to advertise their businesses, ad copy will still make or break your campaign.
But you must make it clear that your content will help them answer one of their top challenges. Advertising copy specifically refers to the words in your ads and the right words can create a big difference in how your ad is received and the results it achieves. We went from standard to smart campaigns and continue to build out more search campaigns for different topics and brands.
Obviously, not all of it is paid ads related but shows the power of how one channel affects another and another. Originally a mechanical engineer David felt he hit the ceiling in his career.
He took a leap of faith and after 8 years has curated a dedicated marketing team that is now A-List Me. His focus is on providing e-commerce brands value by working with influencers. He has helped thousands of brands accomplish their goals and exceed expectations!
We have several tools in place to accelerate influencer campaign planning. One of my favorites is ClickUp. With ClickUp we can easily share influencer data with our clients.
This allows our brand partners to launch campaigns on a tight deadline. In house marketing can be quite expensive, our systems increase efficiency while reducing costs - saving our clients time and money! Influencer marketing is growing rapidly. The value of this industry doubled between and To break it down: user generated content UGC performs best because audiences relate to influencers.
Influencers build strong relationships with their followers creating a loyal community. This is why influencer marketing works better than other paid advertisements. Influencers know their brand and content better than anyone else. It's often beneficial for brands to give influencers creative space to create their own ad-copy.
They know how to communicate with their followers. The copy should feel organic which will lead to increased brand awareness, website traffic and sales conversions. We have completed several successful campaigns for them in which we used influencers to. He assists businesses develop and execute marketing strategy, influencer marketing, and social selling initiatives on social media.
Fluent in Japanese and Mandarin Chinese he is a frequent guest speaker on digital media across the globe and teaches digital media to executives at Rutgers University, the Irish Management Institute Ireland , and the University of Jyvaskyla Finland. This means that the marketing industry needs a lot more data scientists but also needs to be better at listening and conversing on social media where most public conversations about the brand occurs. Similar to how social media marketing ROI was difficult for many companies to measure before the appearance of Paid Social companies will need to realize that customer experience marketing is a necessity in order to thrive in today's increasingly difficult market and find different ways to measure the ROI of their efforts there.
The scientific part will be about having a completely data-driven approach to marketing which includes a greater share of marketing automation. On the other artistic side you have the exact opposite, where the "art" group of marketing will have to become better storytellers with the content they create and how they engage with social media users as well as influencers.
Channels are always going to change, and it's impossible to know the exact platforms that will be dominant in 10 years, but you can look toward trends: machine learning, chat marketing channels and personalization. The smart marketer today will be investing in their training and capabilities where these opportunities lie. Then no matter what channels are available, they will have experience testing and designing funnels.
Developing effective chat automation or building chatbots is the biggest adjustment that marketers need to make right now. Other technological shifts like adapting strategy to AI, is actually not as big of an adjustment; most businesses will be able to follow the old standard ways of marketing for what the customer needs and create great content in order to optimize machine learning that is heavily weighted toward user interaction signals.
Add Facebook Messenger ads to the marketing funnel for instant lead capture at a fraction of the cost per click and 10X the ROAS of traditional Facebook ads with traffic or conversion objectives. While she does hold degrees in the fields of Management Communications, Organizational Behavior, Administration and Marketing, she credits most of her learning about inspiring change to her 13 years as a Weight Watchers leader. People need to connect to brand and business emotionally, and marketing automation which seems to be all the buzz nowadays is still lagging behind.
Technologically we are moving forward, speeding things up, connecting from all over the world. AI is essentially the culmination of both, and the better we get at that on the technological side, the more our marketing efforts will pay off. My method is just my unique way of helping people tell the story of their big ideas. As a keynote speaker and evangelist on leadership, culture, and marketing, he help companies reach, engage, and convert new customers through employee engagement and storytelling.
Today, he is the CEO of Marketing Insider Group, helping brands to create content that converts and delivering presentations that connect at events all over the world. I even like to say that "marketing has a marketing problem" because ask most people what marketing is and they will say ads. And who likes ads interrupting their favorite content? Those companies decided they didn't need what we used to think of as marketing.
But I learned in college that marketing is supposed to be a 2-way conversation between a company and it's customers. But what executives see their marketers as the ones driving conversations with customers?
Marketing leaders need to learn to explain to the business side that marketing is strategic, and adds value to the organization in a measurable way. Run the ads. By , effective marketers will be telling stories of real people, by real people, of real human challenges. We will be activating our customers, our partners, and mostly our employees to serve as brand storytellers.
Then technology will tell us what works, where we need to promote that content, and how to generate business from the engagement. But I believe that most organizations don't answer their customers' questions or tell authentic stories. It's the natural instinct of the business to want to promote itself.
But that doesn't work anymore. We help our clients to focus on customer value by answering their most basic questions.
We help them to rank for the "pain point" keywords that their customers are using when they search for answers. Brian Honigman is the owner of Honigman Media, a marketing consultancy based in Philadelphia. Through speaking, leading marketing trainings and workshops, coaching, strategy consulting and writing, He teach leaders how to drive business value from content marketing, social media, SEO and career development.
He is also the adjunct Professor at NYU. With a clear plan behind their programming, it's easier for a marketer to work towards the right goals for their organization, account for potential challenges, optimize for the right opportunities, and adjust to handle any issues that may arise.
Marketing programs that are guided by a defined strategy, instead of an impulse or simply following the lead of others, can help an organization better position itself as a distinct, meaningful, and supportive voice in their industry. Having both ensures that regardless of what channels, techniques, and technology become popular or disappear into obscurity, it'll be easier for your business to adapt and continue to reach its customers.
It's common to get caught up following industry standards and duplicating what others are doing to reach customers, leading to less effective marketing. But with my support, it's more impactful to develop your own unique strategy that addresses the distinctive qualities of your organization and caters to the particular needs of your customer base.
David Meerman Scott is an internationally acclaimed business strategist, entrepreneur, advisor to emerging companies, and public speaker. In his spare time he surfs and travels around the world for great live music.
People are going to be most invested in that which creates a sense of intimacy, warmth, and shared meaning in a world that would otherwise relegate them to a statistic. The relationship we build with our customers is more important than the products and services we sell them. I call this a fanocracy. But those who apply the strategies in Fanocracy are more likely to dominate their categories. They are more forthright, helpful and transparent. They create new experiences by turning customers into like-minded, enthusiastic fans.
We are moving into an era that prizes people over products. They hate ads that interrupt their lives. They hate sales pitches from adverstisers. And they hate the inauthenticity of the whole approach. The first is to make the marketing campaigns more engaging. The second is to make the campaigns human and humane. And the third is to try to make their campaigns ubiquitous.
If consumers are going to push back against marketing, then marketers will have to figure out ways to be part of the consumers life, rather than just interrupting it. Tamar is a Bestselling Author and operations Leader.
She has had a very diverse career working in system administration, private investigating, marketing strategist, sales, negotiatiator and so much more. She titles herself a "generalist," with a knack for operations or a "professional hustler". The reason is simple: marketing is all about company awareness through broadcasts, creative storytelling, etc.
But it's not as relationship-driven as the customer support experience. Therefore, it's imperative that marketing and customer experience work a lot more closely together, because a happy customer is a marketing vehicle, and you want your customers to tell the proper story.
I believe that it's a slow and steady evolution, but marketing in should see a lot more cohesiveness in that respect. This is not your typical marketing these days, because marketing works independently. Here's a basic example, but just this past week, I saw an ad for a product on Facebook that I was genuinely interested in. I reached out to the company on Facebook with some questions and heard nothing. Four days later, I decided to follow up with the company in their standard communications channel, which is email support, explaining that they need to maintain a presence where their customers are, especially if they're advertising!
Their response was "this is our standard support channel, not Facebook. You need to engage where your customers are. There's no excuse. But that's the obvious part. The less obvious part is that the tone of your communications can't be old-school, can't be formal, and can't be dismissive.
If you want to gain and most importantly, retain customers, you make every single effort to communicate with them in the right way, where it can't bite you in the behind. For more than 25 years, Robert has helped marketers tell their story more effectively through digital media. As the Founder of The Content Advisory, Robert has worked with more than companies, including 15 of the Fortune Robert is also the author of three books, and the host of two podcasts.
It will be planned and managed much like a media organization works today. This is where we bring a unique approach. Mastering content strategy is not simply a creative, governance, or technological challenge.
It is both emotional and logical. It is a cultural shift. An intelligent content strategy evolves the way business teams create, collaborate, and collect insight on every communication. At TCA we are a consulting and education firm, helping to bridge the art and science of strategic content for the modern business.
Ann also specialize in SEOs and social media marketing. It's already changing the marketing industry dramatically. The world is moving in a pretty scary direction: These days machines interact with brands on a regular basis. Machines can now call and schedule an appointment at a nearby business. Machines can perform web searches and select search results. The Value Proposition Map Many times, companies lose sight of the customer by fixating their message on their solution or product.
Each buyer persona can be analyzed by identifying: Wants - What does the customer desire? What are the outcomes the customer is seeking after resolving their core problem? Feels - While solving a challenge, customers will feel frustrated, confused, overwhelmed, and more. Break down what these feelings are, and be specific Needs - What are the goals of your customer? These can include business initiatives, a perception they need to obtain, an improvement to their processes, website, or team, etc.
Fears - Fears can prevent a customer from choosing your solution. Determine what fears could hold a customer back from working with you, such as cost, time frame, pace, etc. What makes your product unique, helpful, or valuable?
UX - You already know how your customers are feeling. How will they feel after they use your product? Features - What are the building blocks of your solution, and how to they address the needs of your customer? How does it solve their problem, in terms of logistics? The Buyer Journey Map For every customer, the purchase process is a journey.
We cover each stage, breaking each step down as such: Awareness - Covers all the questions customers are asking at the start of their journey. This content is mostly educational and aims to help them at the very beginning. Interest - Now that we know which questions customers are asking, we can think through even more persuasive and enticing offers for them. Desire - We need to keep delivering value at this stage, without pushing out solution too much. This is the stage where we position ourselves as a friendly volunteer and slowly reel them into our solution.
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