3 reasons your business should invest in digital marketing

Using digital marketing to grow your business

Investment in marketing is important

There are two ways to look at marketing: paid and owned media. Paid media is when you pay a third party, such as an advertising property like Google or Facebook, to drive traffic back to your site.

Owned media is created by you and doesn’t involve a third party. It could be a blog, social media page, or website.

Two important factors to consider when measuring the effectiveness of any marketing campaign are durability and sustainability. However, if you’re looking for more short-term results, you must be prepared to continue investing in that campaign month after month.

The key is finding a balance between the two extremes. It can be tough to justify investing in marketing and advertising because their return on investment (ROI) is very low. Costs have gone up while profits have decreased, making it hard for businesses to see a positive outcome from any marketing campaign.

However, there are two exceptions to this rule:

  • Ownable media. With ownable media, you’re investing dollars but getting very few leads in return.
  • Honorable media. With honorable media, you’re making an initial investment and then receiving a consistent flow of leads over time as long as you continue the campaign.
business growth

Where businesses should invest

Investments are an important part of any company, and just like in any other investment, there is a certain expectation of what you should get back. For example, if your company has an internal ROI threshold of 15%, that means for every dollar you invest, you should get $1.50 back within six months. But, of course, this also starts generating a return on your investment.

As a result, you need to find a project that will give you the best ROI in the shortest amount of time. There are many different opportunities right now in marketing, but one area where CMOs are seriously investing in research is social media.

CMOs quickly realize they can’t do everything in-house, and it’s not cost-effective to try. In addition, they struggle to find staff who are trained and capable in all aspects of marketing, from content writing to social media management. As a result, you should consider the following solutions:

  • Outsourcing. You can examine each component of the marketing team separately to determine what can be outsourced effectively.

  • Automation. A lot of companies are looking into automation because digital marketing has become increasingly reliant on technology over the last five years. The amount of money you need to spend to keep up with the competition has increased exponentially. So it’s important to be mindful of this when deciding on your marketing strategy.

Trying to build an in-house tech stack can be expensive and time-consuming; instead, it’s often easier to look for external solutions, cobble them together using tools like Zapier, and use that as your tech stack. That way, you can focus on your core business instead of trying to do everything internally. Again, this is an example of making an investment.

digital marketing discussion

Three reasons to invest in digital marketing

With everything digital, from social media to blogging and email marketing, it can be easy to feel overwhelmed. But it’s important to remember that finding the right balance is key.

So don’t let yourself get bogged down — focus on integrating one or two new digital marketing efforts at a time and see how they go. If you’re still not sure whether digital marketing is the right step for your business, here are three key reasons to invest in digital marketing.

Brand recognition

It’s common knowledge that to increase brand awareness, you need to do some amount of brand advertising. The more visible your company is, the easier it becomes for your sales team to sell and close new business. This also means you’ll get more inbound leads because, based on the strength of your brand, people will be interested in what you offer.

Word of mouth

Word-of-mouth marketing is a powerful tool. Referred customers are often more loyal and profitable than other customers, so it’s important to have a system that encourages referrals.

Unfortunately, many companies don’t take advantage of this strategy because they don’t know how to track referrals. But with the right tools, you can easily measure the success of your referral program.

Competitor analysis

Many companies aspire to be the top player in their field but focus only on their direct competitors. While this is a good start, it’s important to remember that you’re also competing with indirect compe

titors. These businesses may not offer the same product or service as you, but they still threaten your success.

It’s crucial to understand who these companies are and what makes them different from yours. This should include evaluating your performance against theirs and identifying their strengths and weaknesses so you can capitalize on any opportunities.

In summary

To succeed in digital marketing, start considering investments in automation and outsourcing. Such measures can help you achieve your objectives quickly. At the same time, building your brand is an example of an investment that will pay off in the long run.

If your company prioritizes programs that generate fast internal returns on investment, you’ll be setting yourself up for long-term success. You can track and measure your success in the short term and make necessary adjustments along the way. 

With Tempesta Media, your investments in digital marketing are safe. Contact us today if you would like to accelerate your success with managed content marketing

 

What megatrends could transform the digital marketing world in 2023?

In the digital marketing world, nothing stays still for long

What changed in 2022

The balance between offline and online digital marketing has shifted in recent years. As a result, many advertisers have switched from offline marketing to digital, which has caused the prices of digital advertising to skyrocket. This is particularly evident in the areas of websites, emails, digital ads, and SEO.

The market’s challenge now is that many people have invested in digital programs because they have become too expensive. Consequently, the return on investment for these programs has decreased significantly. To solve this problem, companies are looking for alternatives.

Incremental dollars can make a big difference for businesses and individuals, so it’s important to be strategic about where you invest them. By the end of 2022, we’ll see even more changes.

Overview of the digital marketing industry in 2022

The digital marketing industry is an oligopoly in which a few major players dominate the market. One example is Google. Companies are becoming increasingly frustrated with advertising on major platforms like Google because they do not see the desired ROI.

People in the 18-34 age range, who used to be the main target for advertising, are no longer attentive. A lot of their time is now being spent on Facebook and Google. This shift means there is a dispersion of usage, with different platforms gaining favor at different times.

To capitalize on the trend, other companies need to start looking into strategies to set them apart from the pack. The pendulum is swinging back toward decentralization. This is good news for media buying companies, as they will see a resurgence in their power and influence.

The current economic situation is challenging for businesses. Stagflation, high inflation, and deceleration are leading many companies to scale back hiring and ad spending. So, during this time, you should work harder to optimize the following areas:

  • Content marketing. You need to keep creating killer content that is relevant and engaging. Keep writing longer content, and make sure you publish it frequently.
  • SEO. You need a good SEO strategy that attracts your audience, creating leads to buy products or services.
  • Email marketing. You can continue communicating with your subscribers or customers through relationship-building or sales.
  • Ad retargeting. You need to work on retargeting to drive higher visibility and brand recognition. Use this tool and be ready to see more conversions from repeat visitors.

Social media optimization

Main key performance indicators (KPIs) in 2023

To make decisions about whether to invest in outside sales and marketing, you need to take a long-term view of your customers. These are four important KPIs that you should monitor closely:

  • Customer lifetime value. It is the total value of a customer’s business with you throughout their relationship with your company. Considering this metric, think about how much it costs to acquire a new customer. If customer lifetime value has decreased, it’s likely because the cost of customer acquisition has risen.
  • Unique visits. By using data from unique visits, which are an industry-standard metric, you can find out how many people view your content within a given time frame. That way, you can quickly see trends, as this KPI offers a baseline that allows you to compare one type of content to another.
  • Consumption. You need to understand how your visitors are consuming content. Views, downloads, opens, click rates, time spent, and bounce rates are crucial measurements that help you hold on to your customers. Make sure that when they click on your link, they find what they expect. If you have a low bounce rate, you’re doing things right.
  • Engagement. Measure likes, shares, mentions, comments, pins, etc. These tell you whether your audience engages with your content. The more they like it, comment, or share, the more engaged they are.

Where companies are spending money

Companies are removing their less effective marketing programs, such as radio, TV, and paid media. Instead, they’re focusing on content marketing, SEO, email marketing, and ad retargeting.

This shift shows businesses know that great content is essential for a successful online presence. As a result, they will spend money in the next 12-18 months in areas where they are most likely to see success.

How marketing managed services can cut down on costs

Differences between the B2B and B2C markets in 2023

The B2B and B2C markets started down different marketing paths in 2019. B2C started gravitating toward influencer-based marketing, while B2B focused on webinars, events, SEO, and content marketing. 

The B2C side is showing a significant pullback that’s happening specifically in influencer-based marketing and social media marketing because these businesses are struggling to achieve an ROI that corresponds to the expenses they’re incurring. So B2C businesses are becoming very aggressive and renegotiating ad rates, influencer deals, and other paid media contracts. 

The B2B side is better protected and less exposed. Advertisers are B2B companies and are staying true to what works. They’ve done a much better job of quantifying the results that go with that. They will have a drawdown and paid media as well as paid social, but it will be less traumatic than what you see on the B2C side.

What B2B and B2C companies should consider

Many companies have had difficulties attributing their performance to specific marketing channels. So, to begin with, your B2B or B2C company needs to look at a potential partner that can go in and efficiently drive results. Then, with an analytics layer, you can cover all your bases, from content marketing to mobile, social media, and influencer marketing. 

The second step is to rationalize your costs and shift your marketing spending to match market demands.

In summary

Since you are responsible for both the B2B and B2C sides, you need to explore outsourcing some or all of those responsibilities. These could include mobile marketing, which is becoming increasingly important. In addition, whether yours is a B2B or B2C company, it’s important to invest in analytics. 
As a managed content marketing service, Tempesta Media offers a platform with an analytics layer that covers all your bases: content marketing, mobile, social media, and influencer marketing. If you would like your business to keep growing in hard times, contact us today.

The Pros of a Managed Content Marketing Service for E-commerce Companies

The rise of e-commerce is the defining trend of the retail industry over the past decade. As brands compete to grow their online presence, content marketing has an important role to play.

Between brick-and-mortar retailers developing their online presence, online giants transforming the shopping experience, and small retailers finding their niche online, e-commerce is a diverse space.

This market keeps growing, which translates into more opportunities to reach customers. However, it’s also a competitive space. Brands can stand out by leveraging an online shopping platform to deliver a unique experience and go further by investing in a managed content marketing service to connect with their audience.

The role of content

The online shopping journey differs from in-person purchases. Consumers have access to an unparalleled breadth of information to research a purchase and compare options.

From branded content to online reviews, consumers are likely to go on a rich content consumption journey before making a buying decision. This journey will also continue after the purchase, with content designed to upsell, generate repeat sales, or increase loyalty.

You need to deliver a meaningful experience at every step of this journey by offering content that is engaging and meets your audience’s expectations. Getting help from a content marketing service can make a difference since you’ll have access to a team of experts who know how to create content that engages and converts.

content strategy

Meeting the expectations of your audience

Common challenges for retailers are understanding and meeting the expectations of their target audience. Consumers have expectations regarding product quality, but they also want a convenient experience when buying something or contacting customer service.

A content marketing service can help you identify the expectations of your audience and create content that meets these expectations, in terms of both adopting a branding strategy that reflects consumers’ values and sharing a message aligned with the pain points shoppers are experiencing.

The rise of user-generated content

Branded content is everywhere, but a new type of content is quickly taking over the online shopping space. As consumers become more aware of the strategies that brands use to share promotional messages, the content generated by users has established itself as a more relatable and trustworthy source of information.

Leveraging user-generated content can create a sense of community for your fans. Engaging with the users who create content can also result in a more organic and genuine connection with your brand.

User-generated content can become a driver of scalable growth if you build a strong community of loyal fans who can help with word-of-mouth marketing.

Many brands are also focusing on influencer marketing. This approach often feels more genuine and relatable. With 49% of shoppers depending on recommendations from influencers and 37% trusting influencers more than brands, this type of UGC can have a significant impact on sales.

Partnering with influencers can help you grow awareness in certain niches, but don’t lose sight of the fact that every customer has the potential to create content. Shoppers can share online reviews, testimonials, social media posts, etc.

Engaging with these users post-purchase and encouraging them to share their content is important for word-of-mouth marketing. It will also establish social proof for your brand since 38% of shoppers consider online reviews as very important.

Thanks to their comprehensive approach, managed marketing services can help you implement successful programs for connecting with influencers and customers and promoting user-generated content.

content strategy

The omnichannel experience

We’ve already established the importance of meeting your audience’s expectations with quality content. However, shoppers have additional expectations regarding content consumption.

In order to deliver an optimal experience, you need to meet prospects and shoppers where they are and share content on their preferred channels. Blogs, email, and social media are common channels. Some retailers are going further with the omnichannel experience by using podcasts, videos, or live chat features.

You also need to keep up with new trends and incorporate the latest popular channels into your omnichannel strategy. For instance, many brands are currently focusing on TikTok to reach its 136 million U.S. users.

Developing an omnichannel experience is another area where a managed service can make a difference. You’ll get to work with experts who can help you identify the best channels for your target audience and ensure that your marketing efforts remain consistent from one channel to another.

The importance of thought leadership

With the rise of online shopping, brands are always challenging themselves to stand out with value and creativity. This competitive environment gives shoppers access to more options than ever, but it can also feel overwhelming.

Experts believe that shoppers are happiest with fewer options. The more options a shopper has to compare, the more difficult the decision will be. It can result in analysis paralysis. Shoppers can also second-guess their decision and regret their purchase because they didn’t get to try the myriad of other products available.

The best way to prevent analysis paralysis is to instill confidence in your audience with thought leadership. If shoppers feel they can trust you, they’ll have the peace of mind to know they made the best decision possible by following your advice.

Outsourcing content creation to a team of experts can help build trust and authority. You can work with a managed service to develop content that educates about your products and shows how they solve pain points in an authoritative manner.

Get help with content marketing

A strong content marketing strategy is paramount to the success of your online shop brand. Content is the primary channel through which you can form a meaningful connection with your audience and deliver a memorable experience.

However, many brands don’t have the time or resources necessary to implement the right content marketing strategies. If you find yourself in this situation, getting help from a team of content marketing experts is an option worth exploring.

As a managed content marketing service, Tempesta Media can help you grow your online presence through compelling content. Besides creating and publishing content on your behalf, Tempesta Media can implement a social media marketing or influencer marketing strategy to help you get the most out of these channels.

Get in touch with us to learn more about the services we offer, or take a look at our 100 digital marketing mistakes e-book for more advice about content marketing.

How to Win With a Strong B2B Content Marketing Strategy in 2022

Powerful content equals powerful results.

Do you want to build your company’s brand, attract and retain customers, earn backlinks, and improve rankings? Then you are going to need great content. But creating content without a solid B2B content marketing strategy is a waste of time. To win in the B2B marketing space next year, you need tailored strategies and tactics that help your business succeed.

When businesses cannot effectively communicate with potential customers, it creates a pain point. When potential customers cannot find what they need, it also makes a pain point. Every successful B2B content marketing strategy targets and cures pain points by delivering results that your prospects and clients need. There are many ways of accomplishing this:

Answer all your audience’s questions.

With B2B interactions, your focus is on informing the audience without them having to ask. Focusing on specific topics they will be interested in can help you quickly create high-quality, authoritative content.

Include testimonials and reviews of the service or product.

Testimonials turn into perfect word-of-mouth promotion that is beneficial to being organic. Studies show that audiences respond much more favorably to testimonials than traditional advertising.

Leverage artificial intelligence.

AI can utilize machine learning to help reduce the time it takes to create and optimize content. Where traditional methods used teams of marketers to edit and perfect content, AI makes it possible with 90% less need for human intervention.

Go beyond video and articles.

Use more specialized content like white papers, case studies, and market analysis. These are highly effective in more technical industries such as chemicals, oil, and gas, aerospace, and electronics.

When you attack pain points with the above B2B content marketing strategies, winning the B2B space becomes much faster, easier, and more effective. But there’s more to consider beyond these four concepts. You have to take on the mindset of a managed content professional and change your workflow to reflect this.

Know Who You’re Talking To

Knowing your client’s needs can help you maintain a rapid pace when creating content. Learn all you can about your target audience so that the message is custom-tailored for their unique perspective. Research what content is most prevalent in those demographics. It’s not about what they need to hear but how they’ll listen to it. Use keywords that are relevant to the topic and SEO friendly. Ensure that the voice and presentation align with what they expect and are looking for.

Become An Expert

Likewise, understand the business values and goals in-depth. Nothing is more deadly to B2B content marketing than incorrect information. If people cannot believe the information they are given, it will be tough to get them to trust the product or service. Remember, you often speak to a highly skilled audience in a given field and will immediately notice any inaccuracies. Therefore, you must be able to present your client’s business content as a trusted resource. It should be accurate, relevant, actionable, and realistic. It should also include a tactically placed Call To Action.

Establish Yourself As An Authority In the Field

The easiest way to do this is to reference subject matter experts (SMEs) in the field of interest. A solid B2B content marketing strategy requires accurate information, so why not take advantage of the tens of thousands of hours of completed research? You can bolster your content with quotes, statistics, and properly cited media. This tactic adds authority to your voice by showing that the leaders in the field support and can back up what your content is saying.

Relevant SEO Matters

staggering 93% of your audience will not look past the first search page when looking for information. Your content will never be found if your SEO strategy is not up to par. Powerful SEO and content marketing work together to increase traffic, boost brand recognition and improve customer retention. Make sure you aren’t making common mistakes that negatively affect your search ranking.

Distributing The Content

Select delivery platforms that synchronize with your audience’s preferences. Placing the content type where it is most likely to be seen gets the highest return on your marketing spending. For example, around 80% of B2B leads come from Linkedin compared with just under 7% for Facebook. Therefore, using Linkedin, even with a smaller user base, will net a higher percentage of potential customers.

Track The Costs

Knowing how much it costs to gain a customer is extremely important for growing a business. ROI is thus critical information that you’ll want to be familiar with daily. In one survey, while 80% of marketers measure performance somehow, only 43% track ROI consistently. Tracking this data point and other KPIs will give other companies a substantial economic and performance advantage.

Account-Based Marketing

Finally, you can use traditional funnels or opt for account-based marketing strategies when working with clients. This strategy treats each account as a single market, with personalized content and a solid personal relationship. Account-based marketing makes it easier to track ROI and offers higher revenue growth, and sales win rates. Usually, account-based marketing is used with larger businesses. However, it can be used in smaller firms with the right automation technologies.

Conclusion

While every B2B content marketing strategy listed here is beneficial, there is one that you should never forget: Above all else, realize that your audience is made of humans. Yes, you can quantify them as clicks, views, or read-throughs. You can also identify them as buyers, accounts, or brands. But all of those metrics represent an individual you are trying to reach. Humanize your content.

As a managed content professional, you shouldn’t just think outside the box. Forget that there is a box in the first place: brainstorm uncommon ideas and ways to translate them into engaging content. Tempesta Media offers advanced automation to help you create the content you need while giving you the creativity to leave the box behind.

Use Custom Content to Grow Your Business’s Important Relationships

Routinely publishing custom content helps you to connect with your audience and grow meaningful relationships as you solidify your brand’s expert knowledge.

Content marketing is about much more than sprinkling a handful of blog posts every so often on your website. It involves creating consistent custom content your audience will find useful, interesting, and valuable.

Understanding the importance of custom content and why it matters to your business

It’s impossible to overstate the importance of using integrated content. Today’s consumers are not interested in generic content; they prefer unique information. Since custom content is branded and specifically tailored for delivery to your established customer base, it’s a powerful strategy for maintaining and growing those valued connections.
  • Consumers crave good content.

Statistics suggest 70% of people prefer to learn about a company through content rather than advertising and 82% “feel more positive” about a company after they read custom content tailored to them. Sixty percent of those readers are inspired to seek out products or services from their custom content experience.

  • Content heightens trust levels.

You’ve probably earned a level of trust with your existing customers, but custom content deepens those feelings of trust. Happy customers tend to give 5-star reviews, share content on social media, and generally express appreciation for their favorite brands. If you can earn this level of trust, your reach increases substantially. In a nutshell, with custom content, you can tap into and connect with a wider audience.

  • Offering something for free builds goodwill.

Offering free information builds goodwill with your existing customers. Focus on what they need. Share your knowledge to offer them solutions. A little free advice can go a long way!

A customer’s journey doesn’t end after a purchase. You want them to return, and custom content is a good mechanism to help keep these relationships blossoming.

Ways custom content drives audience engagement

Custom content offers more benefits than appealing to your audience. It also significantly boosts your website’s SEO, provides links to your pages, and builds a following. All of this helps you improve audience engagement because people know how to find you.
  • Custom content betters your site’s SEO.

The more high-quality content you publish, the stronger your search engine optimization (SEO) will be. Google and other search engines use algorithms to identify content that is useful to readers. Custom content improves your SEO, giving you a much better chance of landing on that coveted first page of Google SERPs which significantly helps drive web traffic to your site.

  • Provides link backs to your website.

Custom-designed blog posts, white papers, and other types of content allow you to integrate links back to your website where you can help customers find your product/service pages and “contact us” page. Rank these pieces of content high enough on search engines and your visibility increases significantly.

  • Increases the number of your social media followers.

Content marketing expands your digital footprint to build brand visibility. When people share your content, you increase your social media outreach. A growing social media following expands your influence, but you have to stay on top of your content game to remain successful. This means consistently delivering engaging and shareable content. If you can do this routinely, you’ll increase your chances for success exponentially.

Ultimately, creating and publishing content that offers consistent value helps set you apart from your competition.

How to see your return on investment with custom content

Generally, it’s five to 10 times more expensive to acquire new customers than to retain existing customers. Those existing customers also tend to spend on average 67% more than new customers. Based on the math alone, it simply makes sense to keep the attention of your existing audience and grow your relationships with them. Focusing on existing customers helps keep your marketing budget down. Not only do you stretch your budget further, but also, if you partner with an experienced content marketing services provider, you can bring your costs down even more. Content marketing costs roughly 60% less than traditional marketing approaches, but generates triple the leads, delivering you a high ROI.

Start your custom content marketing journey today

Paid advertising campaigns are useful, but once your campaign is over, you lose your reach. On the other hand, the benefits associated with content marketing strategies are long-lasting. However, to succeed, you need to provide your audiences with fresh, up-to-date content. Tempesta Media is a content marketing agency that offers a full range of managed services. If you’d like to know more about our content creation services, contact us today.

5 Amazing Ways a Content Marketing Service Drives Results Quickly

Credit unions are having challenges keeping up with the demands of content marketing and SEO. They are increasingly turning to content marketing managed services to quickly close the gap. Here are 5 surprising ways content marketing services are driving results for credit unions.

Covid19 changed the way that credit unions dramatically. During the height of the pandemic, they were forced to reduce their marketing spending. As a result, they started losing members. Fortunately, managed content marketing services have helped them start clawing their way back from the bring.

Outsourced content marketing has really become their secret superpower. Here is how outsourcing content marketing has helped them move forward.

Speed to market

By using an outsourced provider, credit unions are able to rapidly launch, optimize and scale their content marketing programs fast. By getting to scale quicker than their direct competitors, they are able to gain market share rapidly and establish a stronger moat around their company.

Leverage subject matter experts (SMEs)

Most credit union marketing teams are superb project managers and experts in their company. The challenge for them is having the depth of expertise in every area of marketing, including content marketing. Using a 3rd party provider gives your team access to specialized talent that can be used to build your internal team’s knowledge. Essentially, you are getting depth of expertise from day one.

SMEs also have a deep understanding of the pitfalls and risks associated with content marketing. They can help act as your sherpa and guide you around these obstacles.

Get a significant return on time (ROT)

Proactive review of your campaigns by content marketing professionals can identify opportunities for improvement fast. It’ll help you to concentrate on making business decisions instead of solely focusing on the content workflow.

Writers who are industry experts reduce the need for article revisions dramatically. They have unique and quick insights into their industries. Also, they understand key terms and trends. So, they save your company time and better target content to convert.

Automated reports allow you to spend more time on what really matters. It literally saves time and resources for your team.

Make your content marketing programs scale up quickly

The help of content marketing professionals will deliver your audience the right content at the right time.

Drive ROI in a transparent manner

You can save money with a content marketing managed service. It will help you increase your ROI by implementing solutions that can lead the business boldly ahead. With the help of a content marketing provider, you will deliver a positive member experience for your credit union and increasingly boost your ROI.

Managed service providers allow you to narrow your focus on your business needs. To minimize costs and maximize profit. So it is a great solution that will let your business grow.

In summary

If you want potential prospective members to engage your credit union, nail down your content marketing strategy by using professional content marketers. You’ll get the visibility that you need at a fraction of the cost.

Together with Tempesta Media, you can combine the power of speed to market, subject matter experts, return on time (ROT), and drive ROI. Learn more about Tempesta Media’s content marketing managed services and achieve rock star results for your business.

How Can MSP Marketing Increase ROI for E-Commerce?

Because e-commerce is content-rich, good content and effective content can become so entangled that they blend and it becomes difficult to tell them apart. Managed service provider marketing, or MSP marketing, can use your company’s content in ways that launch its ROI to otherworldly levels.

What is MSP marketing?

MSP marketing, in this context, refers to marketing efforts implemented at scale, in a coordinated fashion, and using advanced technology. Most businesses that feature e-commerce do so to serve their customers better and increase their competitiveness. Many, however, also quickly see that marketing for these avenues can be highly involved. For an e-commerce business, SEO alone is more work than most owners have the staff or acumen to tackle on their own. Social media can then get neglected, email can get less attention, and marketing coordination or direction can dive before long. This is where an MSP marketing provider can bring a team of specialists to drive a meaningful ROI increase at a reasonable price, adding real value at the customer level. Such a partner can also enable you to scale up quickly and easily.

Why is MSP marketing so effective?

MSP marketing leans heavily on technology and on letting the service drive productivity gains. This means it scales well, which is to say specialists do it best. A business that adds an e-commerce function is adding a lot of work they might not realize they’re adding, particularly related to marketing. This can quickly overwhelm a business, even one with a well-staffed marketing department, because e-commerce creates a lot of new, often underappreciated marketing needs. An MSP marketing specialist can very quickly spool up a suite of services at a fixed monthly price to increase ROI without inflating content budgets.

Less content, more uses

The MSP marketing approach uses state-of-the-art AI and machine learning technology to identify patterns the human mind cannot. It then gets the most out of each piece of content by using the information it has gleaned to repurpose and stack content in ways that increase its usefulness. For example, the long-form blog post can be cut into pieces, and each piece can be featured in a different medium or combined with another piece of content.

All the skills, and outreach too

One of the best ROIs in marketing comes from manual outreach, which is the effort involved in approaching influencers to get them to collaborate with you, let you publish on their platforms, and interact with your products. When you engage an MSP marketing company to help you, this is perhaps one of the greatest advantages you can expect to gain. A full-service marketing agency can automate and scale the entire process of recruiting influencers to work with you as part of a suite of services and at an affordable monthly retainer.

Conclusion

Using an MSP marketing company to scale your e-commerce efforts is a financial act at its core. It pays off with much more than a simple ROI, however. Some of the rewards can be intangible as new relationships and opportunities interact to produce new business and new ways to combine channels. And, with the focus of MSP marketing on increasing ROI already, these intangibles can often make results genuinely spectacular. If you would like to explore the ways our managed services platform can help your business scale its e-commerce efforts, please get in touch with us.

How to Create a Financial Services Content Marketing Strategy?

Designing a financial services content marketing strategy comes with unique issues. Here we outline a repeatable strategy for creating content that solves problems to engage and attract new customers in this niche.

Creating a financial services content marketing strategy can be a challenge for marketing teams. This is because financial services firms exist in a unique niche. Exploring what makes them different is an important part of developing a sound content process and strategy.

Financial Services Is a Unique Ecosystem

Financial services firms are distinct from other firms that employ content marketing for several reasons:

  • They are highly regulated, and content must often meet compliance guidelines and receive clearance from compliance departments.
  • They are prone to disruption, primarily because they have been regulated so heavily.
  • Their subject matter can be dry, making engagement more challenging.
  • Their work can be especially lucrative, making competition levels high.

Below is a process that marketing teams can use to create financial services content marketing strategies that perform.

Consider the Goal

This might seem obvious, but asking yourself exactly what you’re trying to accomplish is essential. When we answer this question, it serves several functions. Asking the question early helps to clarify goals and eliminate fluff. Content that does this well will stand out if our audience is mostly Generation Z and Millenials versus Boomers or Gen Xers. This is because what is important in the financial life cycles of each of these groups is different. Young people typically have more debt, less income and higher spending than their older counterparts, who often have more assets, more income and less debt. Tailor your messaging to each group, and your results will thank you.

Create Unique, Detailed Personas

To create great content is to craft content so it informs the audience while getting them to engage with it. Drawing them in can mean different things, though. It can be helpful to develop detailed marketing personas for each of the types you wish to attract. In this process, marketing teams decide who their desired customer is and what their biggest pain points are. What are they trying to accomplish? What stands in their way?

Then, the team can create content that leads each persona step by step through each stage of the customer acquisition process. Doing this in a financial services context might involve going into much more detail in this step since finances tend to color and be colored by other aspects of our lives. For example, it could be important to know for marketing purposes that Zach Zoomer, your Gen Z persona, drinks highly caffeinated drinks every day (and thus budgets for it and views this purchase as essential). Make your marketing personas as detailed as is reasonable for your campaign.

Identify Bottlenecks

Finding the bottlenecks that impede progress is the longest and most involved step when designing a financial services content marketing strategy. Process bottlenecks that appear on the surface frequently aren’t the actual bottlenecks.

Once you’ve set the goal and identified the composite personas and problems you’ll be helping them solve, many times you will identify apparent bottlenecks before arriving at the real ones. Problems that appear on the surface can be complex outcomes of other sub-processes. Compliance tends to be a recurring bottleneck in financial services, for example. Still, solutions to compliance constraints often come about by examining those processes and finding ways to work with compliance personnel to speed things up.

Create Simple Rules to Swarm Bottlenecks

Once you’ve found the bottlenecks that inhibit your process, you can begin to create simple rules that eliminate them. A marketing manager could, for example, meet with the client’s compliance director and come up with processes that speed up approval times. Batch processing, creating AI-based scanning scripts, or even training and certifying an editor to pre-approve content could all be possible solutions.

This entire process of “Goal, Bottleneck, Rules” can also be applied to each smaller issue. Helping the compliance team to identify their true goal could help to streamline their process, for example.

Get help with financial services content marketing

At Tempesta Media, financial services is one of three core industries that our managed service solution serves. We can help you build and capitalize on your content marketing strategy to connect with your target audience and grow your customer base. To find out more about how we can help you, contact us today.

How Content Marketing Software Helps Drive ROI?

Using content marketing software can help you take your marketing strategy to the next level. It’ll also help you achieve stronger content marketing ROI and position yourself as a leader in your industry.

If you’re striving not only to survive but also thrive in a competitive market and uncertain economy, you can take steps to better position your business in your industry. To do this, you’ll want a well-thought-out strategy designed to yield a strong return. Content marketing software easily fits the bill.

Inserting this component into an overall marketing strategy can help you boost conversions and drive better ROI. Here’s why.

Why invest in content marketing?

Businesses of all sizes find content marketing to be a worthwhile strategy. According to HubSpot’s State of Inbound report, 53% of marketers even make content creation a top priority. Furthermore, this number is consistently growing. Content marketing is that important. Whether you’re targeting consumers or pursuing B2B content marketing, you gain a competitive advantage.

Here are a few of the primary benefits:

  • Achieve cost-effectiveness. Investing in a strategic content marketing plan costs less than traditional advertising.
  • Grow brand awareness. Content consistently presented across different online channels goes a long way towards making a brand more familiar to the public. This is especially true if it offers useful, interesting, or fun information.
  • Nurture relationships. Content marketing enables companies to move away from one-sided advertising into a two-way street. Customers today want to engage with the brands they’re interested in. Give them the chance to react to social media posts, comment on blog posts, and more. Then watch your brand blossom! Plus, ongoing dialogue builds trust.
  • Grow social media following. Publish quality, shareable content and people will pass it along to their social networks. Watch both your following and your quality of leads grow.

In addition to the above benefits, content marketing provides compounding ROI. This is because it enables you to increase quality visits to your website each month and positions you as a thought leader. People will want to share what you have to say. (Not to mention good content marketing boosts SERPs too!)

Now, take all this and imagine if you were to automate the process? In a nutshell, it’ll also save you both time and money.

Reasons to consider content marketing software

Content marketing software or a content marketing platform is a solution that businesses can utilize to automate their process and achieve a good ROI. Most content marketing platforms offer automated features within their packages.

These include content creation, content management, collaborative calendars, social media account management, scheduling, digital media assets, engagement reporting, and analytical tools. Keep in mind though, not all content market platforms offer the same automated features. You’ll want to evaluate the ones you want and be sure to ask your partner if they are offered.

Once you get started, you’ll enjoy streamlined processes that increase marketing productivity, lead generations, and conversions to sales, and you’ll see an overall improvement of the entire customer journey. Free up your team to focus on your company’s core competencies. All combined, watch both your content marketing ROI and your business thrive.

Take your content marketing to the next level

A strong content marketing ROI doesn’t come on its own, it does require a level of commitment and the right type of expertise. Tempesta Media is a managed service provider. We offer results-oriented companies the solutions they seek. To learn more about how we can help boost your ROI and establish a smart content strategy with our content marketing software, contact us today.

Everything You Need to Know About Inbound Content Marketing

Inbound content marketing services can help you grow your online presence and capture traffic from your target audience. By leveraging content, SEO, and other strategies, you can achieve growth, automate some elements of your sales funnel, and boost marketing ROI.

Do you remember when Google wasn’t a verb? Searching for information online has become an obvious solution, no matter how big or small the pain point is. For marketers, this habit translates into opportunities to connect with your target audience through inbound content marketing.

What is inbound content marketing?

This type of marketing refers to using content that is valuable and relevant to your audience in order to attract traffic. Through this method, you can grow your audience in an organic manner.

A user who is experiencing a pain point will often turn to the internet to look for a solution. They will issue a query; find a blog post, video, or another piece of content from your organization; and decide to consume this content to find answers.

If the content grabs their attention and delivers enough value, the user could decide to seek your content again in the future. They could also decide to engage with your campaign and subscribe to your email list to receive more content.

With this model, the emphasis is on forging connections that help and delight users. Instead of actively targeting users, you’re letting prospects come to you. They are in control of which pieces of content they want to interact with. This type of self-directed content consumption is ideal for users who want to navigate the sales funnel on their own and for those who want to choose when and how they engage with content.

How inbound marketing is different from content marketing

When discussing content marketing, marketers are referring to any campaign that involves the use of content. Inbound content marketing is a term with a narrower scope.

Inbound vs. outbound content marketing

Content marketing can refer to inbound and outbound efforts. While inbound marketing brings users to you via organic searches, outbound strategies allow you to deliver content to prospects through ads, email lists, and other methods.

Note that some marketing channels can belong to both campaigns. For instance, your social media presence features an outbound component. You’re delivering posts to users who have decided to follow your brand. However, your latest Facebook post showing up in search results can support your inbound efforts.

Organic traffic

Another important difference to establish is that inbound content marketing is an organic practice.

It differs from inorganic practices, like pay-per-click campaigns, that deliver content to users who fit a specific profile or who have been tagged with tracking pixels.

With inbound content marketing, you generate traffic and brand awareness through authentic content. This content aligns with natural search behaviors from your audience.

It’s possible to target this audience by writing about topics that are timely and relevant. SEO is crucial here, since using the right keywords will make your content easier to find for these users. However, your inbound efforts should be mostly about standing out with thought-provoking content that is engaging, delightful, and valuable to your audience.

An integrated approach

Inbound strategies are different from other content marketing efforts, but it’s not something that should exist in a silo.

You can get a better marketing ROI with an integrated approach. Besides, integrated marketing results in a more consistent experience for users.

Inbound marketing is great for capturing searches issued at an early stage of the buyer’s journey. Inbound content allows you to connect with users who are still in the awareness stage.

With strong calls to action, you can convert these users and switch to outbound practices. For instance, a user who finds value in a blog post early in their journey could subscribe to your mailing list. You can then deliver an email series to keep this prospect moving through the consideration and decision stages.

How to use inbound methodology for your marketing strategy

For a successful integrated marketing strategy, it’s important to understand where inbound marketing fits in.

Thought leadership

One of the goals you can accomplish with your content is establishing your brand as a thought leader and agent for change. By discussing the latest industry trends and bringing new ideas to the table, you can connect with influential decision-makers. Plus, it’s a strategy that will help with your link-building efforts.

Brand awareness

Before a prospect is ready to make a purchase decision, they will discover and consume content on their own. Your goal is to cover the different topics prospects would research during this process so that your brand keeps popping up in search results. If a prospect is exposed to more than one piece of content during this early stage, brand awareness and recognition will go up.

Lead generation

Inbound marketing is an entry point for your sales funnel. With the right content, you can capture a click from a user researching a topic. If you deliver value and use a strong call to action, you can turn this click into a lead.

What are the best inbound content marketing strategies?

Let’s take a closer look at the inbound strategies that drive results. Content marketing services can help you determine which of these strategies make the most sense for your organization and help you with implementing them.

Know your audience

Remember that your goal is to capture organic traffic from a specific group of users. Knowing your audience and their online behaviors will help you develop content tailored to their preferences.

Interview, surveys, and analytics collected from your current audience are good starting points. You can establish buyer personas to get a better idea of what the usual pain points are and how these users go about addressing them.

Capture inbound traffic from multiple sources

By leveraging multiple channels to capture traffic, you can create a user-centric inbound marketing strategy that allows prospects to engage with you on their own terms:

  • With SEO techniques, you can get web pages and blog posts to rank higher in search results and capture traffic from users issuing relevant searches.
  • Think beyond web results. Did you know that 60% of smartphone users have used the click-to-call function to contact a business? There are different formats and platforms to consider, including maps results, images, videos, and product results.
  • With zero-click searches on the rise, developing content that appears in featured snippet results can support brand awareness and recognition.
  • A strong link-building strategy will bring traffic from different sources. Establishing your brand as a thought leader will result in more quality links, but you can also leverage guest posts and directories.
  • Keep publishing more content regularly. It’s good for SEO, and it will help you stay relevant as users research new topics. You can audit and overhaul existing content, identify new topics through market research, and create a publication schedule to keep growing your online presence.

Engage your audience…

A successful inbound marketing campaign isn’t complete without some strategies designed to engage and connect with your audience:

  • User experience and design matter. A website that loads slowly or that isn’t optimized for mobile users can result in a high bounce rate, even if you have great content that attracts organic traffic.
  • Use a clear navigation scheme and internal links to encourage users to discover more content once they’ve landed on your site.
  • Make calls to action immediately noticeable. Use strong action verbs, reiterate the benefits you offer, and give users a reason to connect with you without being too pushy or sales-y.
  • Special offers can be a great way to turn an inbound click into a lead, especially if you’re targeting a value-conscious buyer persona.
  • Content marketing best practices call for respecting users’ privacy while still prioritizing personalization. You’ll have to deliver content that is valuable and personalized to justify asking for users’ information.

…And then re-engage

Because buying journeys are becoming more and more complex, you’ll have to implement strategies to re-engage your audience.

With a strong content marketing strategy in place, you can expect repeat visits to your site from users who will want to consume multiple pieces of content. However, you can do more to re-engage your audience:

  • Take advantage of subscription-based channels, like email and social media, to keep users engaged.
  • Determine the most relevant position in the buyer’s journey to introduce a point of contact with a salesperson – for instance, offer the option to schedule a call.
  • Leverage automation to keep prospects moving along the sales funnel, perhaps with email series.
  • Offer personalized content recommendations.

Benefits of inbound content marketing

Focusing on inbound marketing can result in the following benefits:

  • Publishing a steady stream of quality content means more repeat visits and longer sessions. These behaviors send positive signals to search engines. Engagement should also increase.
  • Between inbound links and social media shares, your content will help you reach out to a broader audience.
  • Inbound content marketing is a user-centric approach. It can lead to stronger relationships and a higher lifetime value for your customers.
  • Offering authoritative content builds trust. Loyalty will increase if people know they can trust your brand. Plus, your content will help you become a thought leader in your field.
  • You can automate some aspects of your sales process. You should see your marketing ROI increase as existing content brings in qualified leads.

Get help with inbound marketing

A strong inbound content marketing strategy will help you capture more organic traffic and grow your online presence. Combined with an integrated approach, inbound content marketing will result in a better ROI for your marketing efforts and help you deliver a positive user experience.

From content creation to inbound link campaigns, Tempesta Media offers a managed service solution designed to help you get results. Contact us to learn more about our innovative platform and how we can design and implement an inbound strategy adapted to your unique goals.