Inspiring action: tips and tricks the nonprofit marketer should know

Being part of such
a demanding and pressurized industry is not easy. For years, dotdigital has
been working to deliver solutions to many NFP pain points. That’s why Engagement
Cloud is the platform of choice for so many non-profit organizations. We decided
to unite our years of insight with the current trends in marketing and use cases
of the innovative work happening right now, in an event dedicated solely to
helping NFPs work smarter and deliver big.

(P.S. it was on a really big boat)

So, without any
further ado, here are the key takeaways we learned aboard HMS Belfast:

Make everything you do T.A.S.T.E-y

As
a not-for-profit organization, you’ve probably done extensive research into the
personas of your donors and volunteers. But, do you remember to apply it in your
marketing comms?

Probably
not.

Gavin Laugenie, Head of Strategy & Insight at dotdigital, broke down the simple tactics you can adopt to ensure your content makes an impact with every type of donor.

Trust

Without trust in your organization, no one is going to be willing to donate their time or money. NFPs, and charities, in particular, suffered massive blows to the amount of trust the public had in them in 2018. It’s more important than ever to the public that NFPs be open and honest about everything they do.

You need to continuously reinforce the message that your nonprofit will put resources to the best use. Whenever you’re publicly recognized in the press, or on social channels, be sure to include it in your emails. Especially in the early stages of the customers’ journey with you.

Altruism

Altruism and a general concern for the wellbeing of others is considered to be the most powerful reason people decide to donate or volunteer for a charity.

Utilize
this in your marketing. Include pictures of your volunteers at work. Create
videos of your work and your volunteers on the front line. Visuals like these
in your email marketing specifically can be very powerful. They show the real
impact you are making to your mission and spur your altruistic subscribers to contribute
in any way they can.

Social

Never
forget about the emotional connection people may have to your cause. It may be
that someone close to them cares about your mission or has been affected by it
personally. That’s often the reason married couples donate together, and friends
join fun runs as a group.

Tell
human stories that help people connect with your organization, and really drive
home the social impact their contributions have helped provide. Videos are particularly
impactful here. Just think about the impact the stories featured in Stand Up 2
Cancer have every year. If they can feel they can relate to your story, the more
likely they will be to get involved.

Taxes

This may not feel like a natural reason, but it resonates with a lot of people today. Especially your high-value givers. Tax breaks for charitable giving are well established in countries such as the US, but in the UK, it more often than not comes in the form of the Gift Aid scheme. And, this is only really brought up when someone is already in the process of donating.

In
your email marketing, creating targeted campaigns around Gift Aid, especially
around the holiday season, is a great way of generating awareness and driving
donations.  

Egoism

People donate or volunteer because of the way it makes them feel. They might not want to phrase it that way, but these donors or volunteers experience a positive feeling similar to a buyer’s high when the act is charitable.

Make sure you say, ‘thank you’ and ‘you’ve made a real difference today’. It’s a great way to encourage these donors and volunteers to repeat their actions. Also, using language like ‘even a little bit makes a big difference’ or asking them to donate time, not money, can make people feel good, without stumbling over the issue of financial constraints.

Breaking the status quo

Jamie Walker and Najmah Salam are still relatively new to Help for Heroes, but they’re at the start of a very exciting journey.

Aware that email is an unbeatable channel to engage audiences and drive donations, they have looked at today’s savvy subscriber and decided that they needed to do something new. Audiences are constantly bombarded by marketing on every channel. Cutting through the noise as an NFP is even harder because you’re not just asking someone to read your email, but do something – really do something – too.

As
a result, they’ve decided to adopt a new approach – #respectheinbox.

But
how? And what does it mean?

Automate for humans

Some people worry automated emails take the human touch out of the message – but this really isn’t the case. You just have to make sure you do it well.

Adding ‘Meet the Team’ emails to your drip or welcome campaigns can create a personal connection with readers. Asking for feedback demonstrates the value you put in their opinions. RSS feeds give a live update of what’s happening in your organization. It also makes it easier for you to take readers on individual journeys based on whether they’re supporters or beneficiaries.

These are just some easy ways to keep your messages personal while saving you time to do what humans do best: create, invent, and innovate.

Less is more

Always be mindful of decision fatigue. The average office worker receives around 121 emails a day. Handheld devices are checked between 80 and 150 time a day. If you overwhelm your email with too much information, it’s simply not going to go in and your impact will be lost.

Keep emails short and punchy. If
you’re asking for donations, sign-ups, or any kind of action, make sure the message
in your email is singular

Read the room

Understand the climate, practice
empathy, and remember that timeliness is effectiveness. This can come in many forms
such as asking for consent before sending emails around the holidays. For Help
for Heroes, this has recently been put into practice as they continuously keep supporters
informed about the progress of the new Office of Veterans Affairs.

This helps you build momentum,
and keeps subscribers engaged.

There’s a time and a place

In other words, don’t be a one-trick pony. Just because data proves that first name personalization in a subject line increases open rates, doesn’t mean every subject line needs to be.

Najmah Help for Heroes

By constantly testing and learning, you’ll soon develop a bank of magic tricks you can pull out to reach your audience at the right time, and in the right place.

By respecting the inbox, Help for Heroes is ensuring that the emails it sends are relevant and engaging. Donors have busy lives, so holding their attention is essential. Adopting this approach is helping Help for Heroes on their mission.

Don’t let fear hold you back

Barry McVeigh of Macmillan Cancer Support and Ralph Johnson from Felinesoft had a single objective when they started working together: help more people, faster!

Macmillan Cancer Support, like many charities in the NFP sector, had left its technology systems in the past as it focused almost entirely on its mission. With its objective in mind, Macmillan turned to Felinesoft to help it accelerate its impact through technology and innovation.

This
required a drastic change in the way the whole organization acted. Cultural
change is never easy, but the success of Macmillan and Felinesoft’s work proves
that you must never let fear hold you back.

Macmillan had a decision-making process that was almost too inclusive, a waterfall approach to information sharing and high demands for success. This slowed the process of change, making innovation hard.

Macmillan NFP event

Together, the two organizations identified the iterative process needed to successfully innovate:

Understand where you are

Start at the very beginning. Yes, you’ll have an end goal, but you can’t get there before you understand where you are today. Evaluate your key metrics, understand the user journey, and how the conversion funnel works.

Generate ideas

Once you know where you are, think about where you want to be. How can you improve your key metrics or the user journey? Empathy is essential to think about what the ideal journey should be.

Get feedback

Feedback from stakeholders is essential. But don’t forget, too many cooks spoil the broth. Get together small focus groups where you can work collaboratively on a solution. Small teams move faster and get to work quicker.

Build and test

You need to be focused on implementation if you’re going to get something done. Act fast and start building your solution as quickly as possible. Testing everything you do is the only way you’ll know if it’s working.

Always be optimizing

Arguably the most important
part, never be afraid to fail. By closely monitoring your goals and KPIs, you’ll
soon find out what’s working and what’s not. Without this environment of trust,
change is never going to happen.

First impressions count

Data,
data, data.

There really is nothing more important to the modern marketer than data. Without data, we can’t engage customers. And for an NFP, an unengaged subscriber is stopping them from getting closer to their mission.

For the founder of eFocus Marketing, Kate Barrett, the second someone subscribes to your newsletter, you need to work hard to engage them, and keep them engaged. Kate looked at a small sample of NFPs and identified three key mistakes that were far too common for a modern marketer.

Opting in was hard

60% of brands had no clearly visible email opt-in on the homepage.

When someone enters your website, they’re expressing an interest in you, so it’s vital to connect with them as soon as possible. Collecting details from these interested parties means you can inspire, educate, and nurture them until they’re ready to donate.

What’s worse is that Kate discovered 30% of NFPs didn’t even offer a newsletter opt-in at the end of a donation. These are people clearly committed to helping you achieve your mission, and they are passing you by, potentially shifting their interests to a more engaging organization with a similar proposition.

Whether you choose to use a popover or a form in your footer, making it easy to subscribe is essential.

Welcome programs were lacking

Even with nearly half of NFPs
sending welcome emails, there’s still a long way for brands to go.

Your welcome email is your first
interaction with a potential supporter. To really drive and inspire action you
need to be telling them your story. What do you do? Who do you help? Why is it
important? And, how can they make a difference?

Break these up into a series of welcome emails and make sure you keep the CTAs to 1 max. per email. Consider carefully what your important messages are, and make sure you’re communicating these from the start.

Communications weren’t continuing

A single welcome email or ‘thank
you for your donation’ is just the start of the journey. Making communications
personal to the reader helps you keep supporters coming back to your cause.

If they’ve donated, don’t leave it at thank you. Show them how their money is being used and the progress that is being made thanks to them. If they’re regular fundraisers, show them how much they’ve raised and whose lives they’ve made a difference to.

To avoid these mistakes, you need to know your audience. The data you have on them facilitates the conversation – you just need to use it to get maximum returns on your emails marketing.

The post Inspiring action: tips and tricks the nonprofit marketer should know appeared first on dotdigital blog.

Reblogged 4 months ago from blog.dotdigital.com

Inspiring the serious marketer in you: Hitting the Mark email benchmark report 2018 is here

We’ve expanded our remit. Our sample now includes a mix of big and small companies, across three continents with the inclusion of Asia-Pacific (APAC), as well as incorporating brands from the B2B sector.  It’s our biggest, beefiest benchmark report – and now it’s truly relevant on a global scale.

Even more insights to dive into

Some of our findings echo last year’s report. There are still several brands out there failing to adopt simple automation programs, most notably a welcome program. Similarly, 56 of the 100 brands still aren’t utilizing cart recovery emails – crazy when you think about the massive opportunity for ROI presented by triggered campaigns. These are quick and easy wins that many companies continue to miss.

However, our wider scope offers marketers some new insights too. We’ve found that B2C businesses are outperforming B2B thanks to their wider adoption of basic automation, and they offer a better post-purchase experience. In the APAC region, brands aren’t making the most of data-driven tactics causing them to lag behind their US and UK rivals when it comes to personalizing content and making it relevant to their customers.

In our 2018 benchmark report, we’ll show you how and why some retailers are winning big and reveal the faux pas that can make a massive difference to your profits.

Real results for winning practices

The overall winner, hitting the mark across all our criteria, was a young, UK brand that’s rapidly expanding across Europe. This is in no small part thanks to its hyper-targeted email marketing strategy which proved the perfect technique to win, serve and retain its customers.

This brand never missed an opportunity to send abandoned cart prompts, personalized subject lines and tailored content based on past activity and preferences. The company has made significant and commendable improvements for 2018; especially as it scored 0 for abandoned cart emails and segmentation in last year’s report, ranking in the mid-30s overall. What an achievement! Customers were made to feel valued and given a reason to keep coming back and remain loyal to the brand.

The brand has clearly implemented the winning practices outlined in Hitting the Mark 2017, allowing it to forge a powerful and compelling email marketing strategy. We’ve taken an in-depth look at the tactics that have inspired this epic turnaround, so you can get there too.

What do you need to do to top next year’s Hitting the Mark?

Read Hitting the Mark in full today to get the low-down on all our dos and don’ts that make up a fantastic email marketing campaign.

If you’re a dotmailer client, don’t forget to talk to your account manager for advice and tips on how to put these into action. Interested in how dotmailer can help your business hit the mark? Take a free tour of our platform at a time that suits you.

The post Inspiring the serious marketer in you: Hitting the Mark email benchmark report 2018 is here appeared first on The Marketing Automation Blog.

Reblogged 1 year ago from blog.dotmailer.com

It’s the best time ever to be a marketer: either go big or go home

Chris Kubbernus, also known as Chris Kubby, is the Founder and CEO of Kubb&co – a digital marketing agency based in Copenhagen. Chris, originally from Canada, is an expert when it comes to helping brands become bigger, better and more effective. He’s worked with both start-ups and large corporations on digital strategy and social media – he teaches others how to take their marketing (and their businesses) to new heights, including working with large brands like Coloplast, Carlsberg, Burger King, and HP.

We caught up with Chris last week to get some clues on what he’ll be covering at the dotmailer Summit, and to get a closer look into the mind of one of the top marketing influencers of our time. The chat we had with him was full of knowledge, inspiration and humor – his talk at the dotmailer Summit 2018 is not to be missed!

 

1. What is or has been your biggest influence?

My biggest influence has been my mother and father. They instilled in me a massive work ethic, which drives me. I love my work and that’s a big reason for my success.

I would also say I am influenced heavily by marketers of the past. People who paved the path, people like Seth Godin, Gary Vaynerchuk, David Ogilvy and others.

 

2. What will you be bringing to the dotmailer Summit? Is there anything that the audience will definitely be walking away with?

My goal is to give the audience a renewed sense of purpose and energy. I think we’re in the best time ever to be a marketer and we should be embracing this and go big or go home.

They will be walking away with some practical advice and tactics they can implement the very next day to help take their marketing to the next level.

 

3. What role does email automation play in relation to your social media strategy?

Email and email marketing automation can be a great way to recap all the amazing things that a brand is doing in social or other places. I use email as a way to collect everything I do and to help my subscribers pick and choose the stuff they want to engage with.

With simple trigger flows and a collection of content tools, I am able to streamline my marketing program significantly.

 

4. What is the biggest thing marketers should be looking at in 2018?

Video and voice seem to be at the top of people’s minds. But I think AI is really gaining steam.

 

5. Where is social media heading?

Social media is heading into the awkward teenager phase of its life. Its trying to find its space in the marketing and life household. Its being asked to be more responsible, we see this recently with Facebook, Cambridge Analytica and the recent US election.

Twitter is also being asked to step up and be responsible for how people use the platform. I think this will be good for consumers, businesses, and people.

They can’t continue making profits like a media company and claim no responsibility for the media they allow.

I think the result will be more expensive advertising, because the overhead will be too much for these platforms and then we will see less “mom and pop” advertising and more big brands, and more focus on organic content and community building.

 

6. What role do you think social media will play in your kids’ lives?

I hope not that much. I know I sound a bit antagonistic, but I do love social media and the opportunities for brands. But I am very aware of the negative effects of social media on people.

I think everyone needs to have that healthy dose of scepticism in them in order to safeguard their behaviour and the mental health of their loved-ones.

It will be a large part of their life, but I want it to be a tool they use and use only when needed and not a distraction from reality.

 

7. Everyone is competing for attention on social media what are your top three hacks or tricks that marketers should be doing to make themselves heard?

You need to change your mindset. That’s the hack. You need to think like a consumer and not like a brand. You need to understand what excites, inspires, teaches, provokes, disgusts, taunts, your community. And I say community because you need to think of them as a part of your brand, a part of your story. If you can do that and involve people in your marketing and social media, then you’ll win.

Those who don’t do this will continue to live in the marketing era of television – before every. single. person. on the planet had a voice and a platform.

 

8. What is your favorite social medium?

Right now, Twitter. Weird right? There’s a resurgence on Twitter at the moment and it’s a lot of fun.

 

9. What is the secret to advertising in 2018?

Self-awareness. People see right through advertising. So if you can be self-aware like the recent Tide Super Bowl ads, or the Heavy Bubbles ads a couple of years ago, then you can get people to let their guard down long enough for you to talk honestly about your products.

The other thing I would say is advertising is less and less about setting an agenda or “nudging” as we call it in the industry, but more about tapping into an already growing cultural storm and riding the wave.

 

Thank you, Chris – we’re looking forward to welcoming you on stage on April 19 at the dotmailer Summit 2018. We’re in no doubt that you’re going inspire us to be the best marketers we can be.

You can find out more about the dotmailer Summit here.

See you there!

The post It’s the best time ever to be a marketer: either go big or go home appeared first on The Marketing Automation Blog.

Reblogged 1 year ago from blog.dotmailer.com

Marketers fess up – The DMA Marketer Email Tracker 2017

 

In November 2016 we learned that 84% of consumers found less than half of their emails ‘interesting or relevant’. This came as a bit of a shock, as email’s consistently named the preferred channel for customers to receive marketing from brands. In fact, it seemed quite plausible that marketers had been given rather short shrift when it came to the evaluation of their campaign content.

The recent Marketer Email Tracker Report 2017 from the DMA puts paid to that idea. According to findings, only 9% marketers surveyed said that all their emails are relevant to their customers. Perhaps more worryingly, only two in five (42%) said that ‘some’ of their emails are relevant.

While it’s helpful to customers that marketers can identify and acknowledge their shortfalls when it comes to email relevancy, this is just the first step to solving the issue – and those who champion email will need to act fast to salvage its title. Skip Fidura, our Client Services Director and chair of the DMA’s Responsible Marketing Committee comments:

“The warning signs are there. Over half of consumers have considered deleting their email account to control the flow of marketing emails they receive. As email marketers, we have a responsibility to our customers, to ourselves and to our businesses to keep our channel not just viable but thriving long into the future.

It all hinges on trust.

Both parties put a great emphasis on ‘trust’ as the key motivator for email signups. For marketers, having a ‘trustworthy reputation’ was found to be the most effective way to bag initial customer data (38%), with consumers across all age groups agreeing. And this finding isn’t exclusive to the Marketer Email Tracker. A recent Forrester report found that creating a trust-worthy, resonant relationship beats offer-led marketing in the race to secure long-term email engagement.[1] Consumers will quickly disengage and move on if marketers can’t do enough to prove their value-adding status.

Email remains ‘important’ or ‘very important’ for the majority (95%) of marketers.

It’s time we address this disconnect.  Marketers are happy to acknowledge a reliance on email marketing to generate healthy ROI. Yet they admit their failure to create campaigns that sufficiently engage customers to the level they expect. Perhaps this discrepancy is the result of an underestimation of the customer’s expectations; or it could be that a lack of sufficient resources means that marketers aspirations can’t be reached in day-to-day practice. At dotmailer, we suspect the truth is a combination.

One thing ‘s certain: Email is valuable to consumers and marketers alike. The balance needs to be redressed now before it’s too late.

Want to get more info on building a better email relationship with your contacts? Download our best-practice guide: 5 tactics for better email practice.

 

 

 

[1] From Great to Amazing: Building Brands with Enduring Resonance, Forrester 2016

The post Marketers fess up – The DMA Marketer Email Tracker 2017 appeared first on The Email Marketing Blog.

Reblogged 2 years ago from blog.dotmailer.com

The Inbound Marketing Economy

Posted by KelseyLibert

When it comes to job availability and security, the future looks bright for inbound marketers.

The Bureau of Labor Statistics (BLS) projects that employment for marketing managers will grow by 13% between 2012 and 2022. Job security for marketing managers also looks positive according to the BLS, which cites that marketing employees are less likely to be laid off since marketing drives revenue for most businesses.

While the BLS provides growth estimates for managerial-level marketing roles, these projections don’t give much insight into the growth of digital marketing, specifically the disciplines within digital marketing. As we know, “marketing” can refer to a variety of different specializations and methodologies. Since digital marketing is still relatively new compared to other fields, there is not much comprehensive research on job growth and trends in our industry.

To gain a better understanding of the current state of digital marketing careers, Fractl teamed up with Moz to identify which skills and roles are the most in demand and which states have the greatest concentration of jobs.

Methodology

We analyzed 75,315 job listings posted on Indeed.com during June 2015 based on data gathered from job ads containing the following terms:

  • “content marketing” or “content strategy”
  • “SEO” or “search engine marketing”
  • “social media marketing” or “social media management”
  • “inbound marketing” or “digital marketing”
  • “PPC” (pay-per-click)
  • “Google Analytics”

We chose the above keywords based on their likelihood to return results that were marketing-focused roles (for example, just searching for “social media” may return a lot of jobs that are not primarily marketing focused, such as customer service). The occurrence of each of these terms in job listings was quantified and segmented by state. We then combined the job listing data with U.S. Census Bureau population estimates to calculate the jobs per capita for each keyword, giving us the states with the greatest concentration of jobs for a given search query.

Using the same data, we identified which job titles appeared most frequently. We used existing data from Indeed to determine job trends and average salaries. LinkedIn search results were also used to identify keyword growth in user profiles.

Marketing skills are in high demand, but talent is hard to find

As the marketing industry continues to evolve due to emerging technology and marketing platforms, marketers are expected to pick up new skills and broaden their knowledge more quickly than ever before. Many believe this rapid rate of change has caused a marketing skills gap, making it difficult to find candidates with the technical, creative, and business proficiencies needed to succeed in digital marketing.

The ability to combine analytical thinking with creative execution is highly desirable and necessary in today’s marketing landscape. According to an article in The Guardian, “Companies will increasingly look for rounded individuals who can combine analytical rigor with the ability to apply this knowledge in a practical and creative context.” Being both detail-oriented and a big picture thinker is also a sought-after combination of attributes. A report by The Economist and Marketo found that “CMOs want people with the ability to grasp and manage the details (in data, technology, and marketing operations) combined with a view of the strategic big picture.”

But well-rounded marketers are hard to come by. In a study conducted by Bullhorn, 64% of recruiters reported a shortage of skilled candidates for available marketing roles. Wanted Analytics recently found that one of the biggest national talent shortages is for marketing manager roles, with only two available candidates per job opening.

Increase in marketers listing skills in content marketing, inbound marketing, and social media on LinkedIn profiles

While recruiter frustrations may indicate a shallow talent pool, LinkedIn tells a different story—the number of U.S.-based marketers who identify themselves as having digital marketing skills is on the rise. Using data tracked by Rand and LinkedIn, we found the following increases of marketing keywords within user profiles.

growth of marketing keywords in linkedin profiles

The number of profiles containing “content marketing” has seen the largest growth, with a 168% increase since 2013. “Social media” has also seen significant growth with a 137% increase. “Social media” appears on a significantly higher volume of profiles than the other keywords, with more than 2.2 million profiles containing some mention of social media. Although “SEO” has not seen as much growth as the other keywords, it still has the second-highest volume with it appearing in 630,717 profiles.

Why is there a growing number of people self-identifying as having the marketing skills recruiters want, yet recruiters think there is a lack of talent?

While there may be a lot of specialists out there, perhaps recruiters are struggling to fill marketing roles due to a lack of generalists or even a lack of specialists with surface-level knowledge of other areas of digital marketing (also known as a T-shaped marketer).

Popular job listings show a need for marketers to diversify their skill set

The data we gathered from LinkedIn confirm this, as the 20 most common digital marketing-related job titles being advertised call for a broad mix of skills.

20 most common marketing job titles

It’s no wonder that marketing manager roles are hard to fill, considering the job ads are looking for proficiency in a wide range of marketing disciplines including social media marketing, SEO, PPC, content marketing, Google Analytics, and digital marketing. Even job descriptions for specialist roles tend to call for skills in other disciplines. A particular role such as SEO Specialist may call for several skills other than SEO, such as PPC, content marketing, and Google Analytics.

Taking a more granular look at job titles, the chart below shows the five most common titles for each search query. One might expect mostly specialist roles to appear here, but there is a high occurrence of generalist positions, such as Digital Marketing Manager and Marketing Manager.

5 most common job titles by search query

Only one job title containing “SEO” cracked the top five. This indicates that SEO knowledge is a desirable skill within other roles, such as general digital marketing and development.

Recruiter was the third most common job title among job listings containing social media keywords, which suggests a need for social media skills in non-marketing roles.

Similar to what we saw with SEO job titles, only one job title specific to PPC (Paid Search Specialist) made it into the top job titles. PPC skills are becoming necessary for more general marketing roles, such as Marketing Manager and Digital Marketing Specialist.

Across all search queries, the most common jobs advertised call for a broad mix of skills. This tells us hiring managers are on the hunt for well-rounded candidates with a diverse range of marketing skills, as opposed to candidates with expertise in one area.

Marketers who cultivate diverse skill sets are better poised to gain an advantage over other job seekers, excel in their job role, and accelerate career growth. Jason Miller says it best in his piece about the new breed hybrid marketer:

future of marketing quote linkedin

Inbound job demand and growth: Most-wanted skills and fastest-growing jobs

Using data from Indeed, we identified which inbound skills have the highest demand and which jobs are seeing the most growth. Social media keywords claim the largest volume of results out of the terms we searched for during June 2015.

number of marketing job listings by keyword

“Social media marketing” or “social media management” appeared the most frequently in the job postings we analyzed, with 46.7% containing these keywords. “PPC” returned the smallest number of results, with only 3.8% of listings containing this term.

Perhaps this is due to social media becoming a more necessary skill across many industries and not only a necessity for marketers (for example, social media’s role in customer service and recruitment). On the other hand, job roles calling for PPC or SEO skills are most likely marketing-focused. The prevalence of social media jobs also may indicate that social media has gained wide acceptance as a necessary part of a marketing strategy. Additionally, social media skills are less valuable compared to other marketing skills, making it cheaper to hire for these positions (we will explore this further in the average salaries section below).

Our search results also included a high volume of jobs containing “digital marketing” and “SEO” keywords, which made up 19.5% and 15.5% respectively. At 5.8%, “content marketing” had the lowest search volume after “PPC.”

Digital marketing, social media, and content marketing experienced the most job growth

While the number of job listings tells us which skills are most in demand today, looking at which jobs are seeing the most growth can give insight into shifting demands.

digital marketing growth on  indeed.com

Digital marketing job listings have seen substantial growth since 2009, when it accounted for less than 0.1% of Indeed.com search results. In January 2015, this number had climbed to nearly 0.3%.

social media job growth on indeed.com

While social media marketing jobs have seen some uneven growth, as of January 2015 more than 0.1% of all job listings on Indeed.com contained the term “social media marketing” or “social media management.” This shows a significant upward trend considering this number was around 0.05% for most of 2014. It’s also worth noting that “social media” is currently ranked No. 10 on Indeed’s list of top job trends.

content marketing job growth on indeed.com

Despite its growth from 0.02% to nearly 0.09% of search volume in the last four years, “content marketing” does not make up a large volume of job postings compared to “digital marketing” or “social media.” In fact, “SEO” has seen a decrease in growth but still constitutes a higher percentage of job listings than content marketing.

SEO, PPC, and Google Analytics job growth has slowed down

On the other hand, search volume on Indeed has either decreased or plateaued for “SEO,” “PPC,” and “Google Analytics.”

seo job growth on indeed.com

As we see in the graph, the volume of “SEO job” listings peaked between 2011 and 2012. This is also around the time content marketing began gaining popularity, thanks to the Panda and Penguin updates. The decrease may be explained by companies moving their marketing budgets away from SEO and toward content or social media positions. However, “SEO” still has a significant amount of job listings, with it appearing in more than 0.2% of job listings on Indeed as of 2015.

ppc job growth on indeed.com

“PPC” has seen the most staggered growth among all the search terms we analyzed, with its peak of nearly 0.1% happening between 2012 and 2013. As of January of this year, search volume was below 0.05% for “PPC.”

google analytics job growth on indeed.com

Despite a lack of growth, the need for this skill remains steady. Between 2008 and 2009, “Google Analytics” job ads saw a huge spike on Indeed. Since then, the search volume has tapered off and plateaued through January 2015.

Most valuable skills are SEO, digital marketing, and Google Analytics

So we know the number of social media, digital marketing, and content marketing jobs are on the rise. But which skills are worth the most? We looked at the average salaries based on keywords and estimates from Indeed and salaries listed in job ads.

national average marketing salaries

Job titles containing “SEO” had an average salary of $102,000. Meanwhile, job titles containing “social media marketing” had an average salary of $51,000. Considering such a large percentage of the job listings we analyzed contained “social media” keywords, there is a much larger pool of jobs; therefore, a lot of entry level social media jobs or internships are probably bringing down the average salary.

Job titles containing “Google Analytics” had the second-highest average salary at $82,000, but this should be taken with a grain of salt considering “Google Analytics” will rarely appear as part of a job title. The chart below, which shows average salaries for jobs containing keywords anywhere in the listing as opposed to only in the title, gives a more accurate idea of how much “Google Analytics” job roles earn on average.national salary averages marketing keywords

Looking at the average salaries based on keywords that appeared anywhere within the job listing (job title, job description, etc.) shows a slightly different picture. Based on this, jobs containing “digital marketing” or “inbound marketing” had the highest average salary of $84,000. “SEO” and “Google Analytics” are tied for second with $76,000 as the average salary.

“Social media marketing” takes the bottom spot with an average salary of $57,000. However, notice that there is a higher average salary for jobs that contain “social media” within the job listing as opposed to jobs that contain “social media” within the title. This suggests that social media skills may be more valuable when combined with other responsibilities and skills, whereas a strictly social media job, such as Social Media Manager or Social Media Specialist, does not earn as much.

Massachusetts, New York, and California have the most career opportunities for inbound marketers

Looking for a new job? Maybe it’s time to pack your bags for Boston.

Massachusetts led the U.S. with the most jobs per capita for digital marketing, content marketing, SEO, and Google Analytics. New York took the top spot for social media jobs per capita, while Utah had the highest concentration of PPC jobs. California ranked in the top three for digital marketing, content marketing, social media, and Google Analytics. Illinois appeared in the top 10 for every term and usually ranked within the top five. Most of the states with the highest job concentrations are in the Northeast, West, and East Coast, with a few exceptions such as Illinois and Minnesota.

But you don’t necessarily have to move to a new state to increase the odds of landing an inbound marketing job. Some unexpected states also made the cut, with Connecticut and Vermont ranking within the top 10 for several keywords.

concentration of digital marketing jobs

marketing jobs per capita

Job listings containing “digital marketing” or “inbound marketing” were most prevalent in Massachusetts, New York, Illinois, and California, which is most likely due to these states being home to major cities where marketing agencies and large brands are headquartered or have a presence. You will notice these four states make an appearance in the top 10 for every other search query and usually rank close to the top of the list.

More surprising to find in the top 10 were smaller states such as Connecticut and Vermont. Many major organizations are headquartered in Connecticut, which may be driving the state’s need for digital marketing talent. Vermont’s high-tech industry growth may explain its high concentration of digital marketing jobs.

content marketing job concentration

per capita content marketing jobs

Although content marketing jobs are growing, there are still a low volume overall of available jobs, as shown by the low jobs per capita compared to most of the other search queries. With more than three jobs per capita, Massachusetts and New York topped the list for the highest concentration of job listings containing “content marketing” or “content strategy.” California and Illinois rank in third and fourth with 2.8 and 2.1 jobs per capita respectively.

seo job concentration

seo jobs per capita

Again, Massachusetts and New York took the top spots, each with more than eight SEO jobs per capita. Utah took third place for the highest concentration of SEO jobs. Surprised to see Utah rank in the top 10? Its inclusion on this list and others may be due to its booming tech startup scene, which has earned the metropolitan areas of Salt Lake City, Provo, and Park City the nickname Silicon Slopes.

social media job concentration

social media jobs per capita

Compared to the other keywords, “social media” sees a much higher concentration of jobs. New York dominates the rankings with nearly 24 social media jobs per capita. The other top contenders of California, Massachusetts, and Illinois all have more than 15 social media jobs per capita.

The numbers at the bottom of this list can give you an idea of how prevalent social media jobs were compared to any other keyword we analyzed. Minnesota’s 12.1 jobs per capita, the lowest ranking state in the top 10 for social media, trumps even the highest ranking state for any other keyword (11.5 digital marketing jobs per capita in Massachusetts).

ppc job concentration

ppc jobs per capita

Due to its low overall number of available jobs, “PPC” sees the lowest jobs per capita out of all the search queries. Utah has the highest concentration of jobs with just two PPC jobs per 100,000 residents. It is also the only state in the top 10 to crack two jobs per capita.

google analytics job concentration

google analytics jobs per capita

Regionally, the Northeast and West dominate the rankings, with the exception of Illinois. Massachusetts and New York are tied for the most Google Analytics job postings, each with nearly five jobs per capita. At more than three jobs per 100,000 residents, California, Illinois, and Colorado round out the top five.

Overall, our findings indicate that none of the marketing disciplines we analyzed are dying career choices, but there is a need to become more than a one-trick pony—or else you’ll risk getting passed up for job opportunities. As the marketing industry evolves, there is a greater need for marketers who “wear many hats” and have competencies across different marketing disciplines. Marketers who develop diverse skill sets can gain a competitive advantage in the job market and achieve greater career growth.

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Reblogged 4 years ago from tracking.feedpress.it

8 Ways Content Marketers Can Hack Facebook Multi-Product Ads

Posted by Alan_Coleman

The trick most content marketers are missing

Creating great content is the first half of success in content marketing. Getting quality content read by, and amplified to, a relevant audience is the oft overlooked second half of success. Facebook can be a content marketer’s best friend for this challenge. For reach, relevance and amplification potential, Facebook is unrivaled.

  1. Reach: 1 in 6 mobile minutes on planet earth is somebody reading something on Facebook.
  2. Relevance: Facebook is a lean mean interest and demo targeting machine. There is no online or offline media that owns as much juicy interest and demographic information on its audience and certainly no media has allowed advertisers to utilise this information as effectively as Facebook has.
  3. Amplification: Facebook is literally built to encourage sharing. Here’s the first 10 words from their mission statement: “Facebook’s mission is to give people the power to share…”, Enough said!

Because of these three digital marketing truths, if a content marketer gets their paid promotion* right on Facebook, the battle for eyeballs and amplification is already won.

For this reason it’s crucial that content marketers keep a close eye on Facebook advertising innovations and seek out ways to use them in new and creative ways.

In this post I will share with you eight ways we’ve hacked a new Facebook ad format to deliver content marketing success.

Multi-Product Ads (MPAs)

In 2014, Facebook unveiled multi-product ads (MPAs) for US advertisers, we got them in Europe earlier this year. They allow retailers to show multiple products in a carousel-type ad unit.

They look like this:

If the user clicks on the featured product, they are guided directly to the landing page for that specific product, from where they can make a purchase.

You could say MPAs are Facebook’s answer to Google Shopping.

Facebook’s mistake is a content marketer’s gain

I believe Facebook has misunderstood how people want to use their social network and the transaction-focused format is OK at best for selling products. People aren’t really on Facebook to hit the “buy now” button. I’m a daily Facebook user and I can’t recall a time this year where I have gone directly from Facebook to an e-commerce website and transacted. Can you remember a recent time when you did?

So, this isn’t an innovation that removes a layer of friction from something that we are all doing online already (as the most effective innovations do). Instead, it’s a bit of a “hit and hope” that, by providing this functionality, Facebook would encourage people to try to buy online in a way they never have before.

The Wolfgang crew felt the MPA format would be much more useful to marketers and users if they were leveraging Facebook for the behaviour we all demonstrate on the platform every day, guiding users to relevant content. We attempted to see if Facebook Ads Manager would accept MPAs promoting content rather than products. We plugged in the images, copy and landing pages, hit “place order”, and lo and behold the ads became active. We’re happy to say that the engagement rates, and more importantly the amplification rates, are fantastic!

Multi-Content Ads

We’ve re-invented the MPA format for multi-advertisers in multi-ways, eight ways to be exact! Here’s eight MPA Hacks that have worked well for us. All eight hacks use the MPA format to promote content rather than promote products.

Hack #1: Multi-Package Ads

Our first variation wasn’t a million miles away from multi-product ads; we were promoting the various packages offered by a travel operator.

By looking at the number of likes, comments, and shares (in blue below the ads) you can see the ads were a hit with Facebook users and they earned lots of free engagement and amplification.

NB: If you have selected “clicks to website” as your advertising objective, all those likes, comments and shares are free!

Independent Travel Multi Product Ad

The ad sparked plenty of conversation amongst Facebook friends in the comments section.

Comments on a Facebook MPA

Hack #2: Multi-Offer Ads

Everybody knows the Internet loves a bargain. So we decided to try another variation moving away from specific packages, focusing instead on deals for a different travel operator.

Here’s how the ads looked:

These ads got valuable amplification beyond the share. In the comments section, you can see people tagging specific friends. This led to the MPAs receiving further amplification, and a very targeted and personalised form of amplification to boot.

Abbey Travel Facebook Ad Comments

Word of mouth referrals have been a trader’s best friend since the stone age. These “personalised” word of mouth referrals en masse are a powerful marketing proposition. It’s worth mentioning again that those engagements are free!

Hack #3: Multi-Locations Ads

Putting the Lo in SOLOMO.

This multi-product feed ad was hacked to promote numerous locations of a waterpark. “Where to go?” is among the first questions somebody asks when researching a holiday. In creating this top of funnel content, we can communicate with our target audience at the very beginning of their research process. A simple truth of digital marketing is: the more interactions you have with your target market on their journey to purchase, the more likely they are to seal the deal with you when it comes time to hit the “buy now” button. Starting your relationship early gives you an advantage over those competitors who are hanging around the bottom of the purchase funnel hoping to make a quick and easy conversion.

Abbey Travel SplashWorld Facebook MPA

What was surprising here, was that because we expected to reach people at the very beginning of their research journey, we expected the booking enquiries to be some time away. What actually happened was these ads sparked an enquiry frenzy as Facebook users could see other people enquiring and the holidays selling out in real time.

Abbey Travel comments and replies

In fact nearly all of the 35 comments on this ad were booking enquiries. This means what we were measuring as an “engagement” was actually a cold hard “conversion”! You don’t need me to tell you a booking enquiry is far closer to the money than a Facebook like.

The three examples outlined so far are for travel companies. Travel is a great fit for Facebook as it sits naturally in the Facebook feed, my Facebook feed is full of envy-inducing friends’ holiday pictures right now. Another interesting reason why travel is a great fit for Facebook ads is because typically there are multiple parties to a travel purchase. What happened here is the comments section actually became a very visible and measurable forum for discussion between friends and family before becoming a stampede inducing medium of enquiry.

So, stepping outside of the travel industry, how do other industries fare with hacked MPAs?

Hack #3a: Multi-Location Ads (combined with location targeting)

Location, location, location. For a property listings website, we applied location targeting and repeated our Multi-Location Ad format to advertise properties for sale to people in and around that location.

Hack #4: Multi-Big Content Ad

“The future of big content is multi platform”

– Cyrus Shepard

The same property website had produced a report and an accompanying infographic to provide their audience with unique and up-to-the-minute market information via their blog. We used the MPA format to promote the report, the infographic and the search rentals page of the website. This brought their big content piece to a larger audience via a new platform.

Rental Report Multi Product Ad

Hack #5: Multi-Episode Ad

This MPA hack was for an online TV player. As you can see we advertised the most recent episodes of a TV show set in a fictional Dublin police station, Red Rock.

Engagement was high, opinion was divided.

TV3s Red Rock viewer feedback

LOL.

Hack #6: Multi-People Ads

In the cosmetic surgery world, past patients’ stories are valuable marketing material. Particularly when the past patients are celebrities. We recycled some previously published stories from celebrity patients using multi-people ads and targeted them to a very specific audience.

Avoca Clinic Multi People Ads

Hack #7: Multi-UGC Ads

Have you witnessed the power of user generated content (UGC) in your marketing yet? We’ve found interaction rates with authentic UGC images can be up to 10 fold of those of the usual stylised images. In order to encourage further UGC, we posted a number of customer’s images in our Multi-UGC Ads.

The CTR on the above ads was 6% (2% is the average CTR for Facebook News feed ads according to our study). Strong CTRs earn you more traffic for your budget. Facebook’s relevancy score lowers your CPC as your CTR increases.

When it comes to the conversion, UGC is a power player, we’ve learned that “customers attracting new customers” is a powerful acquisition tool.

Hack #8: Target past customers for amplification

“Who will support and amplify this content and why?”

– Rand Fishkin

Your happy customers Rand, that’s the who and the why! Check out these Multi-Package Ads targeted to past customers via custom audiences. The Camino walkers have already told all their friends about their great trip, now allow them to share their great experiences on Facebook and connect the tour operator with their Facebook friends via a valuable word of mouth referral. Just look at the ratio of share:likes and shares:comments. Astonishingly sharable ads!

Camino Ways Mulit Product Ads

Targeting past converters in an intelligent manner is a super smart way to find an audience ready to share your content.

How will hacking Multi-Product Ads work for you?

People don’t share ads, but they do share great content. So why not hack MPAs to promote your content and reap the rewards of the world’s greatest content sharing machine: Facebook.

MPAs allow you to tell a richer story by allowing you to promote multiple pieces of content simultaneously. So consider which pieces of content you have that will work well as “content bundles” and who the relevant audience for each “content bundle” is.

As Hack #8 above illustrates, the big wins come when you match a smart use of the format with the clever and relevant targeting Facebook allows. We’re massive fans of custom audiences so if you aren’t sure where to start, I’d suggest starting there.

So ponder your upcoming content pieces, consider your older content you’d like to breathe some new life into and perhaps you could become a Facebook Ads Hacker.

I’d love to hear about your ideas for turning Multi-Product Ads into Multi-Content Ads in the comments section below.

We could even take the conversation offline at Mozcon!

Happy hacking.


*Yes I did say paid promotion, it’s no secret that Facebook’s organic reach continues to dwindle. The cold commercial reality is you need to pay to play on FB. The good news is that if you select ‘website clicks’ as your objective you only pay for website traffic and engagement while amplification by likes, comments, and shares are free! Those website clicks you pay for are typically substantially cheaper than Adwords, Taboola, Outbrain, Twitter or LinkedIn. How does it compare to display? It doesn’t. Paying for clicks is always preferable to paying for impressions. If you are spending money on display advertising I’d urge you to fling a few spondoolas towards Facebook ads and compare results. You will be pleasantly surprised.

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