Empower yourself with our marketing ROI calculator

As part of the Napier Group, we realise the importance of proving a return on an investment to your team, both when putting forward a proposal for marketing campaigns, as well as providing feedback to directors when a campaign has been executed. 

Quantifying leads generated from a range of marketing tools such as website enquiries, social media leads and events can be achieved using marketing automation tools like Hubspot. Feeding data from these softwares into our calculator enables you to funnel all of your website visitors into one place, then increase or decrease your current conversions to calculate how many MQLs, SQLs and customers you generate yearly.

 

First off input all of your website visitors, contacts generated, MQLs (Marketing Qualified Leads), SQLs (Sales Qualified Leads) and customers. Then the percentage of visitors to contacts, contacts to MQLs, MQLs to SQLs and SQLs to customers. Next fill in your target performance numbers, the estimated revenue per customer and the marketing budget invested in your campaign.

Et voila! Press calculate and our calculator will generate the potential increase in profit and the return on investment.

 

See how the calculator works for you and feel empowered by the numbers at your next marketing review.  Equally, why not get in touch to find out how our suite of PR and marketing activities could amplify future project success?

We’d love to hear from you.


5 Top Digital Marketing Tactics for Future Success

It’s no secret that the digital age has changed the way B2B companies interact with their customers. With technology constantly evolving, tactics that once used to be revolutionary, like personalisation, are now expected from consumers, and companies are having to regularly rethink their digital strategy to ensure they are communicating with consumers effectively.

At Armitage, we understand how technology has evolved marketing, and what B2B companies need to do in order to interact with customers successfully. This is why we’ve pulled together 5 top tactics your digital marketing strategy should include, to ensure success for the future:

Original Video Content

Video marketing, especially within the B2B sector, has become a great tool for companies to introduce their solutions to consumers.

If you’re not already, targeting your customers with an interesting two- or three-minute video is a great way to provide them with valuable, bite size content. Your video needs to be engaging and you can do this through a variety of ways including:

  • Walk your viewer through how you helped a specific customer get from point A to B, show them how your company started, or how you developed a specific feature of your product. Hook your audience with an easy to understand video first, before going into specifics.
  • Useful and Educational Content: Include useful and educational content. Whether you choose to share tutorials of how to use your product/solution, product demos, or ‘how-to’ style videos, this is a great way to provide your audience with information in a quick and simple way.

 

 

Influencer Marketing

The word ‘influencer’ is commonly associated with the B2C world, with beauty bloggers more commonly coming to mind. This could explain why influencer marketing has been slow to gain momentum within the B2B tech sector; but the last year has seen a rise, with technology companies increasingly partnering with influencers to improve their credibility and social media reach.

As tech buyers become more desensitized to the marketing they see daily, influencer marketing provides companies with a fantastic opportunity to leverage influencers, who have built a loyal following and credibility within the industry, to market to decision makers.

In the first half of 2019, we’ve seen a clear increase in awareness about influencers, with both clients and potential clients requesting more information about influencer marketing and the benefits it can provide for them. If your looking to invest into influencer marketing, and want to know how Armitage can help you, get in touch!

Re-Targeting Current Clients

Often one of the biggest digital marketing tactics B2B companies overlook is retargeting current clients.

Usually, clients are only using/buying 20% of what your company offers. By including a re-nurturing plan in your marketing strategy that actively re-target’s current customers, you will be able to build a process that ensures your company is facilitating consistent retention, upsell and cross-sell of additional products, features and services.

Re-targeting can be implemented across a range of different digital platforms, with the most popular including Google Ads, AdRoll and LinkedIn.

SEO and Content

We all know content is king when it comes to SEO success. SEO sits at the heart of any digital marketing strategy and aligning your SEO to your content is vital in maintaining a strong presence online and driving leads to your website.

But how do you ensure that you’re not only writing content, which is highly ranked, but also quality content that is user-focused?

SEO can be complicated but the following three tips will ensure you are well on your way to achieving success:

  • Keyword Research: Perhaps one of the most significant factors of SEO, is completing good keyword research. Find relevant keywords that relate to your expertise, products/services and your audiences search intent.
  • Topic Research: Analyse your keyword research and identify topics on what your audience wants to learn, so you can produce content that will help them solve their problems.
  • Focus on Readability: Ensure your piece of content is readable. Is your content easy to follow? Clear on what it is describing? To be readable, your content needs to present all types of information in an understandable way.

 

 

Marketing Automation Tools

There’s no longer a way to escape marketing automation, as across the marketing world, companies are either looking to invest, beginning to implement or already have access to marketing automation tools.

A marketing automation tool such as HubSpot, provides a simple way for marketers to stay on top of contacting and nurturing leads. With sale cycles lasting weeks, months and even years within the B2B tech industry, marketing automation helps you stay top of mind, and market to your contacts on a regular and intelligent basis; and more importantly it isn't time-consuming for either the marketing or sales team.

At the speed technology is changing, it’s clear to see that marketing automation is one tool marketers will not be able to ignore for much longer; as marketing automation platforms like HubSpot or Marketo will provide companies with the opportunity to interact with their customers more simply and successfully.

We hope these tactics help you when moving forward with your digital marketing strategy, and please get in touch today, if you have any questions, or require further assistance.


Integrated marketing communications: The best party starts with an invite

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If you want your reputation to spread like wildfire, as the greatest party planner of the 21st century, then your invitation needs to extend across multiple platforms.

Therefore, every marketer should be brilliant at throwing social events. Of course, that is if they practice integrated marketing both at home and in the workplace. Here at Armitage Communications, we’re all talented hosts and hostesses. But a recent request from a client set quite a challenge.

Do the locomotion

To organise a seminar encouraging manufacturers to buy industrial robots, and ensure the event was nothing short of a manufacturing party was quite a challenge. But we immediately began planning how we could optimise all the relevant platforms, with the right marketing techniques to maximise PR.

We began with the go-to of communications execs since 1906, the press release. Simple yet effective, a 500-word piece set the tone for the event and ensured that many targeted industry magazines would circulate the news in both print and digital formats. The next stage was to create a landing page, where those who wanted to attend could confirm their booking. A CMS in which this was possible allowed us to integrate the campaign with other websites, social media being the central focus.

The press release almost acts as the anchor for your planning. Once established, social media can be used to make your event go viral. A digital format allows the details to be instantly relayed between invitees, in an era where online communication reigns supreme. I don’t know the last time I saw a paper invite.

Respondez, s’il vous plait

The difference with personal social media invites is that your friends are already invested in you. With B2B marketing, the challenge is to convince the target market to invest their time in your client. For this reason, the landing page we designed included case studies to communicate the client’s ongoing success, just as your own Facebook event probably includes photos from previous rip-roaring parties you’ve hosted.

We also included a sign-up form so that visitors could register directly, but aware that some manufacturers might take longer than others to commit, we ensured the page included many links to our multiple social media platforms, where the message was reiterated through tweets, blogs and LinkedIn posts. As discussed in our earlier blog ‘A courtship with content’, drip-feeding personable, entertaining snippets of information is a great way to lead customers back to the source, and get them nibbling on those corporate vol-au-vents in no time.

We also wanted a landing page which was mobile compatible. As any marketer in the 21st century is aware, much internet browsing now takes place on mobile devices (in fact this year it’s reached almost 40 per cent). This again facilitates sharing over on to social apps, integrating the campaign further still. But we didn’t stop there. Encouraging physical interaction through a QR code on an advert placed in industry publications, we linked manufacturers straight onto the mobile landing page where again, a direct booking could be made.

What’s more, any experienced socialite knows that taking advantage of other successful events is a must. In the B2B marketing world, it’s the same.  Making use of industry functions throughout the year is vital. We ensured our campaign was given as much exposure to the target market as possible by having flyers (including the aforementioned QR code) distributed to delegates who attended a leading processing and packaging event just a few weeks before our seminar was scheduled. Exhibitions, conferences and industry shows should be considered as invite opportunities - have you ever had a group of friends together at dinner, and thought that was an ideal time to ask them if they could make your do? Of course you have. The right audience are present, an audience that likes to be entertained.

Pull them in like Hansel and Gretel

Finally, we took the slightly more traditional approach of emailing invitations in the form of an e-shot to a number of mailing lists, some of which were provided by our client. Others were supplied by target industry magazines and enabled us to reach those who would be most interested in our client’s event. Ultimately, the e-shot wound up in the same place that every other trail of marketing content breadcrumbs we left ended up, the campaign landing page.

Through assembling a collection of communications, we were highly successful in promoting our client’s robo-centric reception. By tying the various delivery tools together, we created an effective integrated marketing campaign that meant the puff pastry tray was stripped bare in no time.

We're hiring...

Are you a cocktail-shaking connoisseur of blending marketing tools? Then you'll be pleased to know we're looking for a talented new executive to join our team. To apply simply email [email protected] and attach your C.V along with 200 words about why you'd like to work in technical PR.