Bringing An Entrepreneur Up To Speed About The Uses Of Online Marketing Tools
QAS Bringing The Common Entrepreneur Up To Speed About The Uses Of Online Marketing Tools
The digital marketing landscape has enabled the most savvy of entrepreneurs and marketing professionals to take advantage of the seemingly endless possibilities for communicating directly with potential consumers or clients. As is often the case with progress -- or any other form of rapid change -- the arrival of these new and exciting possibilities requires entrepreneurs and marketers to navigate a host of new and unfamiliar challenges as well.
Marketing professionals, at least for the most part, are likely well aware of how to overcome these challenges while still taking full advantage of the new digital marketing tools at their disposal. They are, after all, fully immersed in the world of marketing on a daily basis. Entrepreneurs, especially startup entrepreneurs and small-business owners -- are far less likely to be familiar with the raft of possibilities made possible through the use of certain online marketing tools.
Although multitasking is incredibly commonplace among entrepreneurs, it is all too often the case that the multitude of responsibilities required of entrepreneurs is more akin to triage than multitasking. In circumstances such as these, critical marketing responsibilities are likely to be overlooked, causing the entrepreneur to miss out on the short- and long-term benefits made possible through effective marketing strategies.
With the help of digital marketing tools, even the most overburdened entrepreneur is able to create highly effective marketing campaigns that resonate with potential consumers within a particular target market. Recent advancements have made it possible for online marketing tools to be used to great effect in accomplishing each of the following tasks, all of which are more or less critical in ensuring sustained business success:
- Create and manage effective digital marketing campaigns
- Enhance efficiency through automation
- Define, forecast, and manage marketing and revenue metrics
- Generate customer leads
- Drive brand/marketing campaign awareness
- Stimulate new customer acquisition
- Review efficacy of a marketing campaign with analytics-driven approach
In the sections that follow, we’ll review the reasons why each of these tasks are important with the goal of bringing the common entrepreneur up to speed about the wide range of uses for online marketing tools. In the interest of offering further assistance to entrepreneurs, we’ll also provide some examples of specific online marketing tools currently available to and popular among entrepreneurs.
Creating and Managing Digital Marketing Campaigns
The most effective digital marketing campaigns tend to rely on a data-driven approach to guide the creation and management processes. Collecting and analyzing data -- and determining or ranking its relevance -- can be incredibly time-consuming. The amount of time invested in these processes is more than worthwhile for a dedicated marketing professional, but multitasking entrepreneurs are less likely to have the ideal amount of time at their disposal to engage in such a research-driven process. Fortunately for busy, multitasking entrepreneurs, there are several online marketing tools specifically designed to enable a data-driven approach to creating and managing a digital marketing campaign, including each of the following examples:
- Crazy Egg
- VWO (Visual Website Optimizer)
The most effective marketing campaigns seem to speak directly to a specific subset of consumers identified by the company, which means that a campaign must be created with a deep understanding of the personal interests and character traits of those who fall into the defined target market. Nuzzel and HubSpot both offer information regarding current trends and popular online topics, all of which are sortable according to a specific keyword or search term.
Tools like Colibri.io, for example, provide information on consumer behavior online, including the sites they frequent and the things they say about a particular brand’s products or services. Marketing campaigns also benefit from the kind of insight provided by Crazy Egg, which provides data (and interactive “heat maps”) to indicate how consumers interact with a brand’s website. When used in conjunction with VWO and WooRank, entrepreneurs are able to ensure the marketing campaign they create is not needlessly hindered by poor website design or UX.
With the benefit of access to such a wide range of data, busy entrepreneurs can then turn to an online marketing tool like Wyng, which allows users to design and manage a digital marketing campaign with the help of an intuitive “drag-and-drop” builder and customizable templates.
Defining, Forecasting, and Managing Marketing/Revenue Metrics
With access to the wealth of relevant data secured via the help of the marketing tools discussed in the previous section, entrepreneurs charged with the design and implementation of a marketing campaign can then begin the process of developing the campaign’s specific goals, objectives, and achievement benchmarks. These goals, objectives, and benchmarks should be defined well in advance of the campaign’s implementation and should be easily measured based on any available data.
There are several reasons for developing specific goals, objectives, and benchmarks in this way, but the principal purpose revolves around the ability to make reasonably accurate projections and, upon the completion of the campaign, to analyze the overall efficacy of the campaign relative to initial expectations.
While this process should feature metrics reflecting a wide range of goals, objectives, and benchmarks, revenue-specific metrics are perhaps the most critical of all. Projections or forecasts based on revenue-specific metrics will be crucial in determining budgetary needs, which will in turn guide the decision-making process with regard to selecting the most appropriate marketing tools discussed in the sections that follow.
Ensuring Efficiency Through Automation and Other Tools
Entrepreneurs looking for additional time-saving tools have plenty of other options to choose from, as a number of digital marketing tools are designed to foster greater levels of efficiency through task automation. The following tools are among the most popular automation tools used by digital marketers as well as entrepreneurs to enhance the inherent efficiency of a digital marketing campaign:
- Social Image Resizer Tool
Every digital marketing campaign benefits from the effective use of social media, but the sheer volume of social media platforms can be intimidating, especially for entrepreneurs concerned about investing a great deal of time and energy into developing a nuanced understanding of each individual platform as well as the communication style of its users.
Online marketing tools like AgoraPulse, Todoist, and Buffer enable the automation and management of any marketing-related blog or social media posts across multiple platforms while also providing access to the data analytics integrated into the user dashboard. Since each social media platform has its own photo guidelines, the Social Image Resizer Tool saves time by automatically ensuring any uploaded photos are modified according to each individual platform’s image rules or specifications.
Although these automation tools are indeed effective in introducing greater efficiency into any digital marketing campaign, some entrepreneurs will prefer to use a tool that enables automation while offering a greater degree of customization. IFTTT, which is an acronym for “If This, Then That,” makes it possible to program and customize any automated tasks used during a marketing campaign.
Generating Leads, Driving Brand Awareness, and New Customer Acquisition
Ultimately, the primary goals of any marketing campaign revolve around successfully generating and converting leads while also driving brand awareness among those in the target market as defined by the company. In order to succeed in piquing the interest of those in a specific target market, the messaging featured in the digital marketing campaign must be tailored in such a way that it resonates with consumers.
Along with the help of the data collected through the use of the digital marketing tools mentioned in previous sections, the messaging utilized in a digital marketing campaign can be tailored and further refined by a number of available online marketing tools, including each of the following:
CrystalKnows provides marketers with access to specific customer’s personality profile and preferred communication style by performing an analysis of publically available posts to social media and other digital platforms. KeyHole, UberSuggest, and HitTail provide key insights regarding the most effective hashtags and keywords for potential consumers falling within a company’s target market. This information is invaluable not only when applied to lead and demand generation, but also for stimulating pipeline growth and, in turn, facilitating top- and bottom-line revenue growth.
Analytics-Driven Strategies: Measuring Marketing Campaign Efficacy
Upon completion, every marketing campaign should be reviewed to determine its overall efficacy while also revealing any areas in need of improvement. There are many methods for measuring the efficacy of a campaign, but a review of the pre-defined goals, objectives, and benchmarks is particularly effective in shedding light on the campaign’s individual strengths and weaknesses, especially when that review involves the use of relevant data analytics.
Of course, there are several digital marketing tools that can be incorporated into any review of a marketing campaign’s overall efficacy, including tools like AdWords Performance Grader, Bananatag, SumAll, and QuillEngage, all of which enable further insight through the use of data analytics relevant to the campaign.
About Reed Gusmus
As QASymphony’s director of marketing, Reed Gusmus is responsible for leading the award-winning marketing team at the Atlanta-based software testing