Marketing is a unique animal. With a combination of creativity, analytical thinking, taking data into consideration, and project management, a modern-day marketer must possess a great number of skills and have quite a few tools at their disposal.
Sure, you can delegate some of the work, but it also means you’re responsible for getting multiple people on the same page…some of which work in different states.
Rather than allowing your frustration to build, you can utilize tools that will make your job easier. More specifically, marketing frameworks. In this piece, we’ll discuss what a marketing strategy framework is, the benefits of utilizing one, the best marketing models out there, and how to decide which is best for you.
What is a marketing strategy framework?
A marketing strategy framework details how you’ll enact your marketing plan and deliver marketing content to your audiences in ways that will help you achieve your marketing goals. It’s often a template or visual representation of what you’re looking to accomplish.
You can think of it like this: you wouldn’t dream of approaching your marketing with a “throw spaghetti at the wall and see what sticks” attitude because it would be a disaster for your organization.
Instead, you’ll likely spend days, weeks, and maybe even months identifying your target audience, where they spend time and determining the perfect way to reach them and communicate the benefits of your product or service in a marketing plan.
Your marketing strategy framework takes this all a step further and, as mentioned above, ensures your marketing plan is successful because you’ll share content with your audiences at the right time in the most relevant channels that are more likely to drive results.
The Benefits of a Marketing Framework
A Marketing Framework does more than just keep you focused on the task at hand. As your company grows and your team grows along with it, you must find a way to communicate with every member of the marketing department, no matter where they work or what tasks they are responsible for.
Creating a marketing framework is the best way to ensure that everyone knows what they need to do and how they need to do it. Additional benefits of utilizing a marketing framework include:
- Creating a home for templates, guides, tools, and assets that all marketers in your organization will need to access.
- Establishing and communicating approved verbiage for the organization.
- Improving marketing which then improves the growth and bottom line of the company.
- Allows the team to compare different strategies and determine the best route.
- Clearly communicate who is responsible for what and make it easier to transfer people from one role to another.
- Save time by limiting “redos” – areas that are often susceptible to errors and therefore must be reworked.
In addition, your framework will help you predict your customer’s behavior and the revenue you can expect to see. As a result, it will help your team function more efficiently and produce more effectively.
The Best Marketing Frameworks
Marketing has probably been around since prehistoric days when entrepreneurial cavemen designed state-of-the-art spears and tried to sell them to their less “handy” counterparts.
Okay, that might not be true, but marketing has been a necessary aspect of business for a long time, and, over that time, savvy marketers have designed models and frameworks to make their (and your) job easier. Let’s take a look at some traditional models as well as some newer frameworks.
Traditional Marketing Models
1. 7Ps Marketing Mix
This widely used model considers the stages of business strategy, beginning at conception and taking it to evaluation. The Ps stand for:
- Product: What’s being sold?
- Prince: How much does it cost?
- Place: Where will the product be sold?
- Promotion: How will you communicate with your audience?
- People: Who is involved in the production, promotion, and distribution?
- Process: How will you deliver it to the customer?
- Physical Evidence: How will you prove to customers that your business exists?
When you utilize the 7P model, you’ll have the opportunity to analyze and optimize every aspect of your company and your strategy to improve your business.
2. STP Marketing Model
The SPT model is a top-down approach that focuses on how a company addresses customers and helps deliver personalized (and relevant) messages to audiences.
STP stands for segmentation (dividing your audience into different sections), targeting (who will be the most receptive to your product), and positioning (how do you make your product the most appealing to that audience), and has helped many companies shift to utilizing social media to deliver content.
3. Porter’s Five Forces
While most marketing frameworks focus on the product itself and the audience, Porter’s Five Forces looks at the outside influences that can affect profitability. These include:
- Supplier Power, how many other suppliers exist, what makes them different, and how much their product costs.
- Buyer Power, which is the customer’s ability to influence decisions made by the company.
- Threat of Substitution, which is how your product compares to others on the market.
- Threat of New Entry, which is any barriers you might experience when entering the market.
- Competitive Rivalry, which is any other outside forces that affect how your product compares to the competition.
This model will help determine just how competitive your business environment is.
Now, let’s look at some of the newer models to hit the marketing scene. While they may not have been around as long as the more traditional models, they take into account the current marketing climate and often focus on start-ups.
Modern Marketing Models
4. Pirate Metrics or “AARRR!”
No, you don’t have to don an eye patch or adopt a parrot to use this framework. Developed by serial Startup Founder Dave McClure, Pirate Metrics allows you to see how a customer may travel on their buying journey and what areas you need to improve. AARRR stands for:
- Acquisition: Where are prospects finding you? Facebook ads, blog content, a paid search, etc.
- Activation: What step did a prospect take once they arrived at your website? Depending on the business, this could include signing up for an account, downloading a free giveaway in exchange for their email, filling out a profile, etc.
- Retention: Once they’ve left your site, do prospects or customers come back? How often?
- Revenue: How do you earn money from your customers? Consider reviewing metrics such as conversion rates, shopping cart size, and the LTV or customer lifetime value.
- Referral: When customers are happy, they tell other people, and you end up with more customers. This lowers your CAC or customer acquisition cost because your loyal customers will attract new prospects for you.
5. Lean Analytics Stages
Developed by Alistair Croll and Ben Yoskovitz, the Lean Analytics Stage framework combines aspects of many different models and is ideal for improving startup growth. There are five pillars to this model:
During the product development stage, you’ll spend most of your time listening to customers, empathizing with their challenges, and taking in as much feedback as they are willing to provide. Once you have identified a problem you can solve to create your minimum viable product (MVP), you can then move on to the next stage.
Focus on engagement and retention as you work to create something that yields return customers. When you’ve got an engaged base and a low attrition rate, you can continue to stage three.
Before you try to attract customers through heavy advertising spending, focus on your existing customers. As your organic growth rates improve, you can move to stage four.
Without money, you’ll be out of business quickly. Pay attention to your customer acquisition cost metrics to make sure your customers spend more money than they cost to acquire. Once you’ve reached your revenue goals, you can move to the final stage.
You’ve got explicit knowledge of your product and your market. Now, it’s time to increase the revenue from your current market and potentially enter into new markets.
6. The Hook Model
No, it has nothing to do with the Pirate Metrics we discussed earlier, but it does compliment the stickiness and virality we discussed during Lean Analytics.
The Hook Model was developed by Nir Eyal, author of Hooked: How to Build Habit-Forming Products. He believes that our most purchased and utilized products achieve that status because they become a part of habitual behaviors. As marketers, we can tap into that by understanding the cycle:
- Trigger: The beginning of the cycle is often an external trigger like a push notification. However, as the cycle continues, negative internal emotions become triggers as we attempt to lessen these negative emotions with an action.
- Action: The easier you make things to do, the more likely a person will do it. Habit-forming products make taking action painless and straightforward.
- Variable Reward: The anticipation of reward is a strong motivator. Variability increases anticipation, making prospects and customers more likely to take an action that warrants a reward.
- Investment: Creating an investment or “buy-in” for your customers makes it more difficult for them to step away from your product or service.
7. The ICE Score
Sean Ellis, the Father of Growth Marketing, teaches the ICE score, a simple and quick way to evaluate potential channels for growth.
Rather than implementing a complex system, Ellis suggests asking three questions:
1. What will the impact of this move be if it works?
2. How confident am I that this plan will work?
3. How much time, money, and effort will be necessary to put this into action?
Asking yourself and your team these questions is one of the fastest ways to evaluate an idea and determine if you should move forward.
Developed by Jonah Burger, the author of Contagious: Why Things Catch On, STEPPS is a formula to create contagious content that has people talking and sharing.
- Social Currency: Invite your customers to feel more like insiders. Humans are programmed to care what others think of them. This taps into that need to be seen positively by others and encourages conversation around your product.
- Triggers: Frequently remind people of your product utilizing triggers and they’ll talk about it more.
- Emotion: Highly emotional content is more likely to go viral. Taking that one step further, high arousal emotions like anger will be shared more often than low arousal emotions like sadness.
- Public: When you make something public, you encourage people to talk about it and share it.
- Practical Value: Provide value in the form of useful content, and people will be more likely to share it.
- Stories: We are biologically wired to see the world through narrative. Creative stories that are easy to relate to and easy to remember, and they’ll also be easy to share.
Selecting the Best Marketing Framework for Your Business
While there are a variety of models available to you, they are not all created equal. There are a number of factors that will influence which framework is best for you and your organization.
In order to determine which framework to choose, you’ll want to examine the following aspects of your business:
- What are the top priorities of the business?
- What is the role of marketing within the organization?
- How is success defined and measured within the marketing?
- What is the marketing department capable of, and what improvements would you like to make?
- Where would you like to see the most impact due to marketing efforts and what’s the easiest way to ensure that impact?
Over To You
Marketing is a difficult role no matter your product or service. You are in essence responsible for telling the world that your company has the cure to what ails them. Without you, the most amazing product or service ever created will never reach the hands of the people who need it.
As challenging as it is, there are tools you can utilize to take some of the difficulty out of your responsibilities. A marketing framework will help you stay the course, keep your team in the know and on the right path, and will ultimately help you better achieve your desired goals. Create a marketing framework today and make tomorrow easier.
Get the Most Out of LinkedIn Sales with These 5 Steps
Acquiring more qualified targets is now easier than ever before.
In this blog, we’ll provide you with step-by-step directions to use the competitors’ efforts to your advantage. Moreover, we will show you the tools that enable you to do this on autopilot — with smart automation!
The first two steps are about filtering out the competitors that you should pay special attention to. If you feel like you mastered this already, feel free to jump in straight to #3 — that’s where the real fun starts!
Step 1: Determine Your Actual Competitors
Not everyone who offers a remotely similar product or service is your competitor.
Don’t waste your resources on a target pool that is too wide. If you do, you’ll only spend your precious time on people who won’t be interested in what you have to offer.
First of all, divide the companies you think of as your competitors into the following categories:
- Direct Competition — they sell the same or very similar products as you do, and the customers will consider both of your products (as well as the others in this range) when making a choice.
- Indirect Competition — they offer a similar product, but you’re competing for the same market (for example, orange juice and Coca-Cola).
Let’s start narrowing it down.
Focus on your direct competitors, and ask yourself a few good questions about them and your own business:
- What’s included in the full scope of their services?
- What about you?
- How do they differ at the first glance?
- What does their online presence look like?
- What is your USP?
The broad answers to these questions will guide you through the next step.
Step 2: Study Your Competitors Thoroughly
Let’s start with LinkedIn competitor research.
LinkedIn is a place where industry professionals gather and focus their business efforts — which makes it a perfect starting point when learning about the competitors and their tactics.
Tip No 1: Go to viewing settings and set your profile to private mode.
Remember when you liked your ex’s profile photo from 2015? Not cool at all, right?
Well, the same applies when you examine your competitors on LinkedIn. Don’t forget — unlike other social networks, LinkedIn will show you when someone looks at your profile.
To prevent this, log out from your Google and LinkedIn accounts (if you don’t have a Premium LinkedIn account already).
Tip No 2: Turn off the “Viewers of This Profile Also Viewed” as well!
This will prevent other people from seeing whose profiles you’ve visited and contacted. Now you can see their connections, followers, ads and newsfeed without being seen yourself — and adjust your strategy accordingly.
Tip No 3: Learn about current trends and topics in your industry.
Being up to date with everything that goes on each day is in itself a full-time job.
To make sure you never miss news and events you could use to your advantage, set up Google Alerts to deliver the news for you! It is free and easy to do so:
- Go to https://www.google.com/alerts
- Pick the account where you want the news to land
- Go to “Create an alert about…” tab and enter keywords for the terms relevant to your business
- “Show options” button will allow you to specify how often you want to receive the alerts, sources, language, region, how many results you wish to receive, and the email address/ RSS feed
And just like that, you won’t have to look these terms up: Google will deliver them to you.
Tip No 4: Snoop around the niche spots as well.
Don’t limit yourself only to your existing connections and followers of your direct competitors — there are other places within the LinkedIn community you can research and discover plenty of prospects.
For example, niche industry groups on LinkedIn are perfect places to find potential customers and users. While we’re focusing on LinkedIn here, the same goes for Facebook groups, Reddit, Twitter and Instagram pages. Those can provide you with plenty of useful connections, knowledge and opportunities as well. The group name is an obvious sign of whether it is the right place to look for potential targets or not.
Once you decide the group fits your criteria, join and take a look at the posts. What are people talking about? What are their needs and unmet demands? Can you be of help to them?
Some of the post authors and commentators are looking for exactly the type of service you offer: that’s the sign you’re waiting for, and the right people to contact!
Now, you can decide to chime in and pitch in their inbox or do it in the specific posts’ comments. However, doing this manually will take too long; picking individual accounts, tailoring and sending each message one after the other is long outdated practice.
We have a better idea!
Step 3: Scraping time!
Here we’d like to introduce Expandi.io — a tool to automate everything regarding LinkedIn outreach, but at the same time keep the whole process natural and personalized just as if you did it all on your own.
Expandi will collect all the account names and data from the places you choose, let it be comment section, page followers or connections. For example, you can pick the Twitter pages where your audience gathers to discuss most recent changes in the way your industry works. Then you can scrape everyone who liked that page and turns their names into LinkedIn profiles with help from Expandi.
Now, you have a rich list of LinkedIn accounts to reach out to — all of those people interested in your offer. Imagine how long would it take to vet them out one by one!
The next step is to import this list (you get it in the CSV format) back into Expandi, and you can start to reach out to the targets on LinkedIn.
Step 4: Reach Out to All of Them
One by one?
By now, you got the gist — outreach is automated as well.
You may wonder how to automate the outreach so it doesn’t look robotic and insincere, while speeding up the outbound prospecting? How to personalize beyond “Hey, (target name)!” for dozens of accounts? How to avoid being flagged for spam?
With all those dilemmas in mind, Expandi adapted it’s tool with the following features:
- Dynamic placeholder — this is a dynamic tag unique to Expandi. It will take personalization to another level, so each account you want to reach out to gets a unique message, with something special that shows your effort.
- Safety features — to avoid getting banned for sending tons of messages in short time spans, Expandi makes all the automated activities randomized. The outreach cadence mimics the human behavior perfectly, so you don’t need to worry about getting penalized by LinkedIn.
Final Step — Enjoy the Fruits of Your Labor!
Smart LinkedIn automation is the best thing since sliced bread. Instead of tedious manual labor, copying, pasting, and guessing games, there are tools that do all of that for you.
You can dedicate your valuable resources to improve your services or take a break from work in general and spend time with the ones you love the most.
Stefan Smulders is a SaaS Entrepreneur | Founder of Worlds safest software for LinkedIn Automation / Expandi.io | for more than 5 years Founder of LeadExpress.nl
Best Social Media Content Moderation Strategies
Social media has changed the way businesses operate. From creating an entirely different platform for new marketing efforts and changing how brands relate to their customers. We can all agree that social media is a very integral part of many businesses.
But, just as social media serves as an asset for your business, it could also become a liability if not handled properly. We have all seen certain brands put out content that harmed their image, and caused irreparable damages. This could happen to any business if they don’t moderate their content. This is where a social media moderator comes in.
What is a social media moderator?
A social media moderator is someone hired by a company to review, screen, and filter all social media content related to their business. By doing this, a business can ensure that its content is:
- Aligned with its branding and
- Helping them achieve their overall business goals.
In this article, we will cover some of the best social media content moderation strategies and how you can implement them in your overall social media marketing strategy.
Content moderation strategies for social media.
Having solid strategies set in place for your social media content moderation is extremely necessary. These strategies will ensure that you implement your content moderation following established guidelines. Hence, eliminating room for error.
Here are some of the best social media content moderation strategies you can incorporate into your social media strategy.
1)Establish a standard social media policy.
Setting standard rules are essential because they ensure everyone on your content team knows what’s allowed and what’s not allowed. When creating your social media content policy, ensure it includes:
- The inappropriate content your company disallows. Inappropriate content should entail; bullying, brand bashing, sexually suggestive content, offensive photos, and videos, etc.
- Rules on posting spam content. Spamming your audience on social media can diminish your brand’s credibility. It can also devalue your content. Additionally, it can make your social media pages look messy and unattractive. Stay away from spam content.
- How your company addresses sensitive topics like race and gender.
- The method you apply to handle negative comments and reviews on your page or about your brand.
- How you deal with content created from influencer marketing, etc.
2) Designate who can submit social media content.
We all know that there are a plethora of ways brands get and create their content. We also know that a high engagement on social media could equal high reach. And if all things were equal, we could trust all content sources without questions and allow everyone to tag and comment on our page. That’s why the best writing companies make sure they use trusted sources.Therefore, as a brand, you can never be too careful.
So, set limitations on:
- Who can submit content to your brand.
- Who can comment on your page & tag you on their content. Most social media platforms have settings to accept, limit, or decline things like brand tagging and commenting.
- Where/whose social media content you share. It is best to share or feature content from only people who have accounts with your business.
By doing this, you prevent trolls and fraudsters from taking advantage of your brand.
3) Determine a Content Strategy
Creating a content strategy is essential to your content moderation. It helps you ensure that you are creating content that fits your overall brand/social media marketing goals. Your content moderation strategy should include:
- Where you share your content.
- How you use the content that you create.
- How you want your content to look. This should include your color schemes, style guide, taglines, hashtags, if you want to add logos or not, etc.
- The type of content you want to upload.
Your brand messaging must be consistent throughout your social media channels, so a content moderation strategy will help.
4) Create a standard submission process.
While we expect your business to create content regularly, there are also a few other contents generating methods you could implore. Some type of social media contents include:
- User-generated content.
- Customer reviews.
- Contests and giveaways.
- Affiliate promotions, etc.
Consumers love reading user-generated content and top writing reviews. However, whatever way you get your content, you need to have a standard submission process.
The three most common submission processes you can use in your business are:
- Pre-moderation: In this moderation method, your moderation team reviews and approves content pre-posting. The team has to approve submitted content before they post it.
- Post-moderation: In this moderation method, the moderation team posts submitted content, and monitors/reviews them regularly to see how they perform.
- Reactive moderation: With reactive moderation, content is submitted in real-time, and only reviewed if the content is flagged.
Ensure that you include all the information content submitters need to know. So, make available information on:
- Where you intend to use the submitted content
- User permission and rights agreements.
- Content submission deadlines, rules, etc.
5) Monitor your content regularly.
Finally, it is essential to monitor your social media content regularly. This helps ensure that you aren’t missing out on anything that could harm your brand.
You can monitor your content manually, automatically, or a combination of the two. Tools like Mention.com help you track social media content related to your brand.
Any serious business knows content moderation is vital. It attracts the kind of customers you need and also helps keep existing customers. Other advantages include understanding your users, increasing traffic and protecting the image of your brand.
Top SEO Trends Every Marketer Needs to Know in 2021
Search engine optimization can help companies significantly increase their online visibility and sales. What’s great about SEO is that you can learn how to do it yourself online and it won’t cost you a penny. However, it does take a lot of time to master search engine optimization. One of the most challenging thing about learning SEO is that it’s constantly evolving.
You always have to become familiar with new trends to retain or improve your rankings. Here are some of the most important trends that should play a role in your 2021 SEO strategy.
Follow the EAT Principle
The EAT framework was introduced by Google several years ago, but it’s now more important than ever to follow it because a huge amount of your traffic may depend on it. The EAT framework was conceived with the idea to provide Google users with better search results. It’s based on three different factors – expertise, authoritativeness, and trustworthiness.
The main purpose of this framework is to give ranking advantages to websites with quality content. The first EAT factor is expertise, which you’re required to display in your content. Essentially, you have to display knowledge that’s at the same level or higher than your competitors to outrank them.
Being an expert in a certain field will allow you to craft useful content, but that’s only one piece of the puzzle. You also have to display authoritativeness. To do this, you have to secure links from authoritative websites and pages relevant to your industry. Even if your business gets mentioned on another site, it can positively impact your rankings.
With more businesses with an online presence than ever before, local SEO has become fundamental for reaching customers in your area. This is crucial for every business owner that has a company with a physical location. Although you should definitely optimize content, headers, meta descriptions, and tags to target local audiences, your main focus for a good local SEO strategy should be to create a Google My Business (GMB) listing.
When Google provides users with local results, their algorithm looks for companies with complete and accurate information. If you set up a Google My Business listing for your firm, you’ll be favored for local searches. Some of the most basic information you need to add to your GMB page includes your business address, opening hours, phone number, website address, and category.
It’s always a good idea to add numerous photos that clearly display your business, as well as the goods you provide. Encourage your customers to write reviews about your business on Google, as this plays a huge role in rankings. You can also build trust with consumers if you regularly respond to reviews that you get on your GMB page.
Alexa, Siri, and Cortana have become insanely popular ever since virtual assistants were first introduced. They allowed users to search for information online more easily, which heavily impacted common search queries. While most people usually only enter a few keywords in their queries when they’re typing, voice search is more about posing complete questions.
What this tells you about user behavior online is that many people are looking for an answer to a specific question. You can improve your Google rankings by including FAQ sections on various pages on your website. Research what are some of the most common questions consumers in your industry have and write useful answers.
You can greatly increase your conversion rate if you optimize your content for long and specific keyword phrases called long-tail keywords. Long-tail keywords are somewhat associated with voice search, but many consumers type them when they’re close to a point of purchase.
What’s great about these types of keyword phrases is that there’s less competition for them, which means you have a better chance of grabbing the first spot on search results pages. Although it won’t provide you with a substantial increase in traffic, optimizing for long-tail keywords will effectively help you turn visitors into leads. While your main objective with this approach should be to rank for long phrases, it also helps you achieve rankings for short keywords.
Every business owner should update their SEO strategy often. As technology evolves, so does user behavior on the internet. It’s common for strategies that yield good results to become significantly less effective after a few months. That’s why you should always stay up to date on the newest SEO trends.
Charlie Svensson is a freelance writer and digital marketing specialist. Apart from writing articles for various online magazines and blogs, Charlie also likes to help college students with their essays. He currently works at my-assignment.help, offering his services to countless students in English speaking countries across the globe.
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