Data’s Role in Each Stage of the Customer Journey

Data’s Role in Each Stage of the Customer Journey


Data is crucial to what we do. After all, how can we best design experiences for our customers if we have no idea what’s working well and what’s failing? Beyond these big picture ideas, data and customer journey analytics do a whole lot of work in providing us with information on specific touchpoints that contribute to the overall success of our business.     When it comes to powering your strategies, data will become a key informer for effectively optimizing customer experiences.     Data Journey Map A customer’s data […]

How to Identify the Signals When Someone Is Ready to Buy

How to Identify the Signals When Someone Is Ready to Buy


Online media has turned the world of sales and marketing on its head. Today, many consumers actively dislike being sold to. Instead, they prefer to do their own research by following brands on social media, subscribing to email newsletters, reading blog posts, and scrutinizing user-generated reviews. This doesn’t mean the role of the sales professional is redundant. It does mean, however, sales professionals have to be able to identify the signals that someone is ready to buy. They then need to engage their prospects with the right offer at the […]

Content Marketing’s Role in Your Sales and Marketing Funnel

Content Marketing’s Role in Your Sales and Marketing Funnel


Let’s not pull any punches here. Content is the hardest working resource available to your sales and marketing organization today. A well-produced piece of content can be deployed at multiple stages of your sales and marketing funnel, helping you to achieve many different objectives. As long as that content is relevant, it will remain fresh and engaging in the eyes of new prospects and customers, creating new opportunities for your business many weeks, months, and potentially years after it was first produced and deployed.    But content creation doesn’t come […]

How to Design Social Campaigns for Each Stage of the Customer Journey

How to Design Social Campaigns for Each Stage of the Customer Journey


Clients constantly tell me that they “don’t get” social media. That’s a shame because it really isn’t rocket science. Social media is just an extension of something we do everyday. When we think of social media as a conversation, it’s something we can all understand.     Like all good conversations, social media campaigns should ask questions, offer advice, and seek to resolve problems. As a conversation about your business, there is room for social media across the entire customer journey.     What is the Customer Journey? We’ve talked about the […]

Analytics + Accessibility = Successful Marketing

Analytics + Accessibility = Successful Marketing


Have you ever considered the extent to which your marketing campaigns are affected by accessibility measures? They actually overlap more than you’d think and are capable of powering effective and expansive campaigns.    It’s pretty cool how they tie together to guide your quality assurance and marketing strategy. Analytics can help detect any accessibility gaps in your plan and, in return, taking accessibility initiatives can lead to better results when you pull up your stats. There’s a ton of possibilities here. Keep reading to learn more!    What is Accessibility […]

Why Accessibility is Important

Why Accessibility is Important


The title of this blog post is more than a little understated. If you’ve ever been excluded from participating in an event, visiting a store, restaurant, or attraction, or simply felt you weren’t welcome somewhere because you found it difficult or impossible to access a service. In that case, you’ll know that accessibility isn’t important. It’s essential.     Accessibility isn’t just essential in the real world. It matters a great deal in the digital environment. This is especially true when you are providing digital services that individuals might not be […]

How & Why Accessibility Matters for SEO

How & Why Accessibility Matters for SEO


Question — when was the last time you gave some thought to accessibility when building out your website?     Now as a follow up — when was the last time you thought about this in relation to SEO optimizations for your website? Many of us are becoming familiar with the idea of alt text, captions, and well-contrasted colors, but accessibility can also play an essential role in search engine performance. When accessibility becomes a regular part of your SEO improvements, everyone wins.    What is Accessibility (and What Does […]

How to Make Social Media More Accessible

How to Make Social Media More Accessible


By this point, we all know that there’s more to social media than following up on trends and creating the most exciting content. Instead, social media is an environment for people to connect, learn, and grow together. Most importantly, it’s a space where all people should be able to do so.     Why Accessibility Matters Accessibility hasn’t always been at the forefront of marketing practices, especially when the internet and social media were still new concepts for everyone. Nowadays, billions of people are active internet users with the same amount […]

Setting and Achieving Goals for the Holiday Season

Setting and Achieving Goals for the Holiday Season


While every marketer should have a clear goal in sight for every eventuality, there’s no marketing opportunity more significant than holiday marketing. So how will you set yourself up for success this holiday season? It’s time to think like Charles Dickens.     Holiday Marketing Plan Hear us out on this one. Ebenezer Scrooge, Dickens’ famous, festive anti-hero, provides the perfect role model for marketers looking to understand what a successful holiday season looks like. No, this doesn’t mean you need to be extra tight with your marketing budget or spend […]

Lessons from the Past Two Holiday Seasons and How They Apply This Year

Lessons from the Past Two Holiday Seasons and How They Apply This Year


The past few years have been a whirlwind for everyone, and marketing was no different. This was a time of endless adapting and pivoting in order to figure out how to navigate a sales journey in a COVID and semi post-COVID world. If there’s one thing that is for certain, it’s that consumer habits are continuing to change and it’s our job to keep up. One of the best ways to do so is to use previous holiday seasons to inform us of future strategies.    Holiday Marketing Plan: 2020 […]

Is It Too Late to Implement Search Strategies for the Holiday Season?

Is It Too Late to Implement Search Strategies for the Holiday Season?


Marketers seem to start talking about the holidays a little earlier every year. There is always a sense of urgency relating to the most lucrative sales period of the year. However, the 2022 season looks a little different.    The 2022 holiday season remains the most significant marketing opportunity of the year for many businesses. However, the global cost-of-living crisis and the ever-present hangover from the COVID-19 pandemic will considerably impact consumers’ buying habits and available budget to spend on gifting and celebrations.    The Holidays 2022 — Changing Consumer […]

What to Do Now to Get Your Socials Ready for the Holiday Season

What to Do Now to Get Your Socials Ready for the Holiday Season


There can be a lot of pressure and expectations when it comes to the holidays — not just for consumers looking to top off their year with a perfect bow, but also for companies who are in a mad dash to close out their quarters on a positive note and cater to the needs of their customers.     Social media has become critical during the holiday season not just for sharing news about your brand but also for creating a wonderland-like experience for customers that balances product or service […]

Google Analytics and Why It’s Important to Your Business

Google Analytics and Why It’s Important to Your Business


There are all sorts of search engines out there crawling your sites, assessing your content’s relevance, and ranking you on a search page. As such, we’re always doing our best to ensure we’re putting high-quality content out on the web and optimizing for everything from keywords to images to site speed.     So, if we’re already putting our A game out on show, how can Google Analytics play a role in our campaign strategy? An expert in any field is always open to feedback and knows that it’s the key […]

Zero-Party Data: The Benefits of Listening to Your Clients

Zero-Party Data: The Benefits of Listening to Your Clients


You don’t need to be a data scientist to understand the concept of zero-party data. According to Forrester Research, who coined the term, it’s essentially the information that your clients intentionally and proactively share with you. For example, this could be information relating to product interest or purchase intentions.     Zero-party data is created every time a customer clicks on an email or social media campaign, visits a website, engages in an online chat, or picks up the phone and calls your organization. Therefore, it is a valuable resource to […]

An Introduction to Attribution Models for Search Marketers

An Introduction to Attribution Models for Search Marketers


“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” In this digital age, marketers really should have assigned this well-worn John Wannamaker quote to history. And yet, search marketers continue to hemorrhage cash from their paid search budgets because they don’t fully understand where their sales are coming from.    Attribution models should give you a clear understanding of how well your ads are performing and help you optimize your customers’ buying journey accordingly. However, they can be challenging to understand and […]

Social Media Marketing Business Mistakes to Avoid

Social Media Marketing Business Mistakes to Avoid


Social media is the ultimate channel for communication these days. In an age that’s dominated by packed schedules and juggling tasks, social media has become the quicker than quick way of absorbing and sharing information. Sure, we’re still using texts and even emails or phone calls to keep in touch with our social circle but how many of you are also chatting in your Instagram inbox, tagging friends on funny Facebook posts, doling out quick reactions through IG stories, or mentioning your friends in Twitter threads?    If you’re like […]

Types of Customer Data and How to Manage Them

Types of Customer Data and How to Manage Them


The mathematician and data science entrepreneur Clive Humby coined the phrase, “Data is the new oil,” but it took a marketer to really put that statement into a context we can all understand. Marketing expert, Michael Palmer, wrote in a blog expanding on Humby’s quote, “Data is just like crude. It’s valuable, but if unrefined, it cannot really be used. It has to be changed into gas, plastic, chemicals, etc., to create a valuable entity that drives profitable activity; so must data be broken down, analyzed for it to have […]

Where Are We Months After Apple’s Mail Privacy Protection (MPP) Went Into Effect?

Where Are We Months After Apple’s Mail Privacy Protection (MPP) Went Into Effect?


Ten months ago, Apple rolled out its Mail Privacy Protection (MPP) update for users of its iOS15, iPadOS 15, and shortly after, macOS 12 Monterey operating systems. At the time, many panic-stricken marketing pundits described it as yet another email marketing extinction event (will they ever learn?). At emfluence, we preferred to position it as an evolutionary step in the ever-changing world of email marketing.     The email marketing experts at emfluence aren’t prone to panic. We’ve seen these “extinction events” before and know that email nearly always emerges […]

How to Build an Audience Using Search

How to Build an Audience Using Search


Every online search starts with a problem. Where can I find a hotel in London? How can I save money on my energy bills? Which marketing automation tools integrate with my CRM system?     As marketers, it’s our job to solve these problems and turn those search requests into leads and, ultimately, paying customers.    This process, in itself, creates more problems for the marketer.    How do I stand out from the competition in an increasingly crowded market? How do I keep my visitors engaged once they have landed […]

Why Social Media is So Important to B2B Marketers

Why Social Media is So Important to B2B Marketers


If you really break down how B2B and B2C marketing works, the end goal is the same. It seems like the marketing world these days tries to separate the two. Yes, there are distinctions like who’s involved with the purchase decision, but at the beginning and end of the sales funnel, you are still working to get someone interested enough to explore your brand and, ultimately, convert.    In that same breath, we should emphasize that social media marketing should be just as important to B2B marketers as it is […]

How Does Search Influence Next Gen Marketing Channels?

How Does Search Influence Next Gen Marketing Channels?


Next generation marketing channels have been taking over by storm. Millions listen to podcasts on a daily basis while video streams across all sorts of platforms are widely used for entertainment and information. Text messaging is becoming a popular way of communicating, and the best way to find new products to try? Just look to your favorite influencer for some recommendations.     These are strategies that are not only growing in popularity, but also shaping the way marketers hash out their campaigns. So, what does SEO have to do […]

How to Ensure You Are Tracking the Right Things in Google Analytics

How to Ensure You Are Tracking the Right Things in Google Analytics


Google Analytics is a powerful tool that you’ll find in pretty much every marketer’s stack. With it, you have the ability to track hundreds of metrics across your entire marketing stack to  your sales funnel and leverage it in your marketing game to improve your strategy.     This is valuable information right at your fingertips but even we have to admit that it can be overwhelming to look at all at once. While data is an important driver of well-planned and executed campaigns, you don’t want to get stuck […]

Podcasting and Influencer Marketing and SMS, Oh My!

Podcasting and Influencer Marketing and SMS, Oh My!


Variety is the spice of life. And yet, as marketers, it’s so easy to get stuck in a rut and stick with what we know.     As a company with its roots firmly planted in the realm of email marketing and marketing automation, we’re not about to suggest you abandon your old but profitable email habits. We are, however, thoroughly recommending that you complement your existing strategies with something a little, dare I say it, modern.    We already know that blogging and social media are perfect bedfellows for your […]

Influencer Marketing: What Impact Does It Have on Your Current Social Media Plan?

Influencer Marketing: What Impact Does It Have on Your Current Social Media Plan?


If your social media campaigns lack engagement, it may be time to inject a little personality into your brand and invest in influencer marketing.    Influencer marketing can be defined as a strategy primarily played out on social media channels. It typically involves brand mentions, endorsements and product placement from individuals who have an expert level of knowledge or wide sphere of influence across their field of interest.    It would be a mistake to dismiss the potential of influencer marketing as something that is only of interest to Gen […]

How Brand Ad Copy Plays a Critical Role in Share of Search

How Brand Ad Copy Plays a Critical Role in Share of Search


What is Share of Search? Share of Search is an organic metric that allows a company to gauge their brand visibility in organic search and compare with other brands in the industry. It’s quick to calculate, based on the number of times the company’s name gets typed into the Google search bar.     This is a way to gain insights on how your brand is doing, especially in the early stages of the customer sales journey, letting you know how you match up to competitors and when you need to […]

Why Are B2B Marketers Investing So Much in Content Marketing?

Why Are B2B Marketers Investing So Much in Content Marketing?


If you thought content marketing was a passing marketing trend, think again. Research by Statista suggests that B2B marketers are taking content marketing more seriously than ever in 2022. That research shows that 66% of marketers surveyed will increase their content marketing investment over the next 12 months. Furthermore, 20% of those marketers will increase that investment by 10% or more.    So why are B2B marketers investing so much in content marketing?    Changing B2B Buying Habits In many ways, B2B marketers are mirroring trends previously adopted in B2C […]

Big Data and Marketing Automation

Big Data and Marketing Automation


Regardless of your organization’s marketing budget, there is one thing that marketers are never short of—data. Every customer touchpoint creates a constant flow of valuable data. However, in an age when data has been referred to as the “new oil,” much of this data remains untapped. This is a shame because what you can do with that data is nothing short of transformational.    Big data is changing the world.    You might already be aware of the stories about how political organizations around the world (sometimes illicitly) used data […]


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