Smart Marketing

One of the biggest frustrations marketers face, especially in B2B companies, is tracking return-on-investment from campaigns all the way through the sales process. Sales blames marketing for the "lack of leads" or "lack of lead quality" and marketers blame sales for not following up with leads in a timely manner or qualifying leads properly. For most companies, the battle between sales and marketing is never ending. The good news is that this battle doesn't need to exist at all. The solution to this problem involves the following: Architect the proper lead attribution model from all marketing channels Optimize the lead distribution process Attribute lead data (e.g. lead source, lead type, lead quality, etc.) in the Customer Relationship Management (CRM) system Setup a live dashboard that runs a comparative analysis between marketing and sales data to associate ROI to each marketing channel Evaluating the ROI from all marketing channels and make necessary adjustments in marketing and sales In this episode of Smart Marketing, I'm going to break down these 5 key points further so you can avoid the headache that awaits almost every marketer that doesn't implement these steps. Enjoy :) --- Support this podcast: https://anchor.fm/jasonverdelli/support

Are you struggling to get your content shared and attract new customers?

Are you solely relying on paid media channels to drive traffic and leads to your business?

If so, you need to consider shifting your mindset and marketing strategy toward being USEFUL.

Too many marketers focus too much of their time, attention and budget on automation and optimizing the marketing funnel for conversions and not enough time in creating content that their potential customers can actually USE.

Understanding this concept will fundamentally change your thinking, allow you to build a brand and not just company, and exponentially produce more conversions for a lot less money.

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To develop a winning digital marketing strategy you need to:

1. Clearly identify your business objectives 
2. Define your Key Performance Indicators (KPI's) - metrics driving toward your business objectives 
3. Do your research and identify strategies that have worked for similar businesses 
4. Stay focused and scale up as needed  

By following these key points you'll be in a better position to build out your strategy and assure that your marketing budget is moving in the right direction.

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Your brand strategy is who you are as a company. It's why you existing. It's where you are going. It's how you are going to get there. It's a living, breathing document that represents all of these elements. In this episode of Smart Marketing, you'll learn how to incorporate your brand strategy into your marketing campaigns so you win attention, convert better, and build a loyal customer base to serve as brand ambassadors for the lifetime of your brand.

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Your contract of expectations are terms that you establish with your target audience to reaffirm your brand promise and strengthen the trust they have with your brand. Think satisfaction guarantees, service warranties, and other terms that lower the friction in a transaction. In this episode of Smart Marketing, you'll learn how to determine if a contract of expectations is right for your brand and how to craft one.

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Your brand promise is a set of expectations on the tangible and intangible benefits of your products and services. It lowers the defensive nature that your target audience has before buying from you. It solidifies trust. It creates another competitive advantage for your company. It's one of the most critical reasons why marketing campaigns convert well. In this episode of Smart Marketing, you'll learn the steps to craft your own brand promise so you can increase trust with your target audience and convert better in your marketing campaigns.

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Your brand story is a combination of all your brand elements (e.g. purpose, mission, vision, etc.) package in a narrative that speaks to your target audience. It starts by digging deep into the core problems that your company solved in the beginning, how your company solved that problem, and then finishes with painting a picture of how your company will continue to solve that problem in the future. In this episode of Smart Marketing, you'll learn the steps to developing an effective brand story that resonates with your target audience and propels them to engage further with your brand.

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Defining all aspects of your primary target audience is a critical step in creating effective marketing campaigns. Your primary target audience includes everything from demographics, geographics, super cultures, subcultures, needs, behaviors, mindset (psychographics), lifestyle, and more. In this episode of Smart Marketing,  you'll learn the necessary steps in defining a primary target audience that is right for your company.

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Your brand is a living breathing organism that has the same distinct personality characteristics as you and me. Brand personality characteristics are the manifestations of the core values and essence (feeling and quality) behind your brand. It affects the tone of voice in your copy. It provides a set of rules and limits for how you communicate with your target audience. A strongly defined brand personality will help you capture and keep the attention of your target audience so you keep them engaged and interested throughout all the experiences (e.g. website, ads, social media posts, etc.) with your company. In this episode of Smart Marketing, you'll learn how to shape your own brand personality characteristics and create remarkable experiences for your prospects and customers.

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Your brand value proposition is a mix of tangible and intangible benefits that your company provides to your target audience. In order to develop a strong value proposition, you need to understand what the market demands and how your competition is positioning themselves in the market so you can develop a stronger position and win throughout all marketing channels. In this episode of Smart Marketing, you'll learn all the steps necessary to develop a value proposition that will crush your competition and grow your company.

--- Support this podcast: https://anchor.fm/jasonverdelli/support