It’s a start of a new year and Script Singapore has a list of 5 marketing tools to plan your Content Marketing line-up for 2017.
Managing social media platforms
There are many popular and free online tools for managing your social media accounts. For many marketers, they have to handle their own account, their company’s account and other clients’ accounts using Hootsuite. The platform helps you to easily manage all of these by organizing them in a single interface, enabling you to monitor all these accounts from a single screen and saving loads of time. With such tools, you can post updates, check friends or followers, review comments or responses, and conveniently connect to your customer base over 35 popular social networks, including Twitter, Facebook, LinkedIn, Google+, Foursquare and WordPress blogs.
In addition, you can schedule posts in advance and view analytics data across all platforms, giving you an in-depth view of the effectiveness of your social media strategy. Also, if you buy the premium account, the analytics tool provides other extensive monitoring and reporting features that enable you to create professional-looking, printable reports on your business’ social media progress.
Tracking online performance – Google Analytics
Google Analytics is the go-to platform for marketers when they want to track their online performance. It helps to track your websites ad social media visits, conversions, the number of times the social bookmarking button was used on your website, which pages were shared etc thus helping you to check which platform is most popular or which content is most favourable on each platform. Furthermore, Google Analytics give you a neat visualization of social network flows through your website, enabling you to identify common paths and exit points of visitors, thus providing more insight into what visitors want to achieve when they land on your site.
Measuring impact of content marketing – Content Scoring
Content Scoring is a data-driven measurement process for tracking how each piece of content, for example a tweet or a blog post, is driving leads and conversions. It takes a granular look at the amount of revenue an individual piece of content contributes to the business as a whole.
The process uses marketing automation and CRM data to trace a visitor’s journey and identify which content pieces they interacted with before committing to a purchase. It then credits a relative percentage of the total revenue driven by that visitor to the specific individual pieces of content. Therefore, Content Scoring becomes a useful tool to understand what singular component or specific content resonates with your target audience.
Competitor site benchmarking – SimilarWeb
As marketers it is also crucial to analyse your competitors and benchmark the performance of your own company against others in the industry. Similar Web is a freemium site that uses competitive intelligence tools to offer statistics on all sites and referrers. In addition, SimilarWeb PRO provides data on user behavior on competing sites, enabling marketers to better understand and analyse their target audience.
On the other hand, you can also use SimilarWeb purely to plan and analyse ROI or use it as an online marketing resource to optimize SEO. The competitive data can provide additional insights to help you make more informed decisions on how and where to implement online marketing efforts.
Predictive modelling – Lattice Engines
Predictive modeling is a powerful and necessary marketing analytics tool to use. It compiles conventional data kept by marketers and CMOs and crunches it to reveal patterns that predict future buyer behavior. Lattice Engine is one of the most efficient predictive modeling tool that provides predictive applications that helps marketers focus only on the best leads and avoid wasting time on leads that will not close. Thus, marketers can more effectively assess the type of messages or content they should be creating to optimize revenue potential.
Written by: (www.script.com.sg) Edited & Illustrated by: Script Consultants Pte Ltd