123 eGuides

1 Minute Advice: 5 Key Marketing Metrics to Track

Here are five key metrics every marketing executive should track, according to MarketingProfs:

1. Return on Investment
2. Customer Acquisition Cost
3. Conversion Rates
4. Customer Lifetime Value
5. Social Media Reach and Engagement

Read about each of these in more detail here: 
https://www.marketingprofs.com/chirp/2023/49296/metrics-every-cmo-should-be-tracking-infographic?

(Free registration required)

 

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: How to Create Effective Website Content

A recent article in MarketingProfs covers five important tips designed to help you "write and organize your website content so that it fulfills best-practices for on-page search engine optimization, pleasing not only search engines but also users."

 

Here are two excerpts from the article:

 

"Format your content for success. Large blocks of text with few-to-no breaks in paragraphs are often difficult to read, and they can turn people off from continuing to read. A well-structured page both supports SEO value and makes content easier for people to enjoy by clearly defining sections and messaging."

 

"Link internally to build your authority. A smart internal linking strategy helps search engines find your pages, understand the relevance of your content's topic, follow your intended page hierarchy, and calculate page authority. Internal linking can also give you more control over the path users take on your site."

 

To read more about the above two tips and get access to the entire article, visit: https://www.marketingprofs.com/articles/2023/49220/tips-for-writing-web-content?

(Free registration required)

 

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: How Marketing & Sales Should Collaborate

Only 29% of marketers are very confident in their current sales and marketing model/alignment, according to a study by the CMO Council in partnership with KPMG, as reported by Marketing Charts. Only a minority say that marketing and sales jointly own and implement customer strategy (39%).

 

While there appears to be room for improvement in marketing and sales alignment, respondents do indicate that each team is getting involved in the other’s strategic considerations. For example, when it comes to customer segmentation and targeting by marketing, 63% of respondents said that sales takes an active involvement. Marketing is most actively involved in the sales activities of sales enablement (61%) and upselling and cross-selling (61%). Half (50%) report that marketing teams are involved in sales strategy and planning, while close to half say marketing takes a role in account planning (47%) and opportunity management (47%).

 

Read more about this study at Marketing Charts: https://www.marketingcharts.com/business-of-marketing/internal-collaboration-229363?

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.