Conversational robots, zero click search results, new content mediums and data visualization. Are these the components of a marketers playbook in 2020?
Just a short while ago, I would not have been able to provide an opinion on this topic. Over the last five weeks though, I've gone through the most transformative period in my life: I’ve become a dad.
For B2B Marketers, Changing Established Marketing Habits Can Feel Like Leading a Mini-Revolution
Marketers work long and hard to build lasting relationships with their B2B clients, keeping their eye on long-term gains.
But c-suite can be a hard task-master, demanding proven ROI and short-term rewards from their marketing budget.
TIPS FOR DECREASING YOUR BOUNCE RATE
Bounce rates refer to the percentage of website visitors who click the back button or leave your site without visiting any pages other than the one they first came to. Simply put, bounce rates indicate that a vistor visited your site but only stayed on one page. "Bouncers" are thus one-page visitors. Depending on the goals and purpose of a particular page or site, a bounce is not necessarilt bad thing. Still, lower bounce rates mean visitors are visiting and exploring many pages of your site. In short, lower bounce rates often point to higher and more meaningful engagement. If your bounce rates are high (60% or above), you should probably make some revisions. Here's a list of tips:
What's So Wild about those Crazy Bounce Rates?
According to Google analytics guru Avinash Kaushik they are. Why because bounce rates suggest your visitors simply “came, puked, and then left."
The bounce rate refers to the percentage of website visitors who click the back button or leave your site without visiting any pages other than the one they first came to.
Meaure with Data, but Plan with Wisdom
Offering advice on how to manage data reminds me of the old analogy between symptom and causes. It goes something like this: Medication used to treat the symptoms of a disease (for instance, pain medication) has a nasty tendency to create a whole new set of problematic symptoms, and these symptoms in turn get treated with a whole new set of medications that once again lead to a whole new subset of side-effects, and so on. In other words, focusing on symptoms instead of deep issues only leads to a vicious cycle of bigger problems.
Metrics: More than Clicks
Analytics is more than just a convenient way to track how many clicks you get – it’s about making your marketing make sense, connecting to your consumer, and creating a two-way street between you and your buyer, and you and your sales team. It does a lot! Getting comfortable with the idea of analytics, and more importantly, learning to rely on the insights you draw from your data will give you the clearest picture of the effectiveness of your marketing efforts and overall content strategy.
What to Do with All that Marketing Data!
How to use your marketing data:
An essential step in developing effective content marketing is simply a realization that it’s not just about dumping content onto a few channels. Marketers must change their content marketing processes to reflect an awareness of contextual factors. As you gather data about your content, improving your strategy involves drawing on information about previous engagement with your organization.
Last January, a study by Forrester Consulting released some remarkable statistics regarding the role of predictive analytics in B2B Marketing: While 89% reportedly plan to incorporate predictive analytics as a central component of their strategic planning, nearly 93% of marketers say they lack the necessary skills. Success in 2017 will require progress in the adoption of critical predictive analytics strategies.