What is content syndication for B2B brands

What is the first measure marketers use when evaluating the performance of an eCommerce ad campaign? Return on advertising expenditure, or ROAS. It is a marketing term that has become the most important KPI for growth marketing. Today, we are here to explain why relying entirely on ROAS is a myopic vision of success that will hinder your DTC eCommerce performance! There is nothing inherently wrong with ROAS as a statistic. It is essential to monitor your return on ad investment (conversion value divided by ad budget). Incorporating ROAS as a metric is pretty obvious in a D2C Marketing strategy. However, this is only part of the equation. If we are discussing marketing (specifically growth marketing), it is harmful to the firm to focus just on ROAS. In this post, we will demonstrate a new method for measuring the performance of your sponsored advertisements and provide three steps for shifting your attention from ROAS to CLV (Customer Lifetime Value), which is the key to your business's long-term success. First: Why ROAS Does not Work for Paid Ads Your sponsored advertising is not responsible for generating ROAS. Shocked?! Certainly, this is the truth. Only you can determine whether or not your sponsored adverts are effective at generating website visitors. This phenomenon applies to all forms of marketing, including traditional forms. The commercials serve a little influence in converting a sale. Numerous elements, including your website, product, branding strategy, source credibility, and price point, have a significant impact. Even with the best-paid advertising plan and professionals worldwide, your return on ad spend (ROAS) will be low if your D2C eCommerce store is flawed. You can only optimize your efforts when you have total control over something. This may contradict what Facebook specialists and growth hackers say, but it is the reality. Remember ROAS, but your key metrics for analyzing sponsored adverts should be CTR (click-through rate) & CPC (cost per click). Why ROAS is Only Part of Your eCommerce Business's Equation? Growth marketers should present a comprehensive plan that fosters scalable, long-term business growth. However, growth marketers are more often than not media purchasers in disguise. They may be excellent media buyers who can assist you get a high CTR and CPC, as well as a 2 to 4 times return on ad expenditure (although this is beyond their control). However, media buyers lack a comprehensive approach to growth and the corresponding plan. That is the distinction. Due to this, so many businesses are solely focused on ROAS, especially new client acquisition, while no one considers the wider picture. Long-standing, successful companies understand the value of attracting consumers and the importance of retaining and optimizing client relationships beyond the sale. If you want your DTC eCommerce brand to expand, you must consider the bigger picture, which necessitates establishing a relationship with your customers rather than simply making a transaction. This does not imply that a continuously low ROI on your sponsored advertising is acceptable. Consider where and how you are purchasing advertisements. To recruit clients, you will need to invest, especially if you're a new brand - this is a fact of beginning a business. In DTC eCommerce, you cannot expect to pay $10 one day and receive $20 back immediately. Sometimes you will have to invest more money to educate the public about your brand and products and establish credibility. The younger your brand and the more competitive your market, the greater your investment in this will be required. Understanding this reality and developing a business plan that can gain a consumer and turn them into a fan - a client that keeps coming back and distributes your message to the globe – is the key to success. The brands that can expand consistently and healthily are the ones who execute this tactic wisely. What Should eCommerce firms and marketers prioritize? The creator of a high-growth business we were mentoring remarked, "We're incredibly good at "Rev'ing," but terrible at "Netting." It's common: a brand appears to be doing well in terms of new sales, but they're losing money in the end! To succeed, such brands must move their primary focus from ROI to client lifetime value (CLV). ROAS is a component of customer lifetime value since customer relationships begin with a sale. However, it does not end there. After a transaction is completed, you must cultivate a connection with the customer to convert them into a true brand advocate. The objective is to generate a customer who returns to purchase again (therefore increasing their CLV). They claim that marketing to a new consumer costs five times as much as marketing to an existing customer. Most digital companies purchase traffic from Facebook, Google, YouTube, and other ad networks. This requires ability, but it only focuses on one aspect of the equation: making sale after sale. This is much more expensive and inefficient than communicating with your current consumers. This is why you must adopt a more comprehensive D2C marketing strategy and why our organization exists to assist brands in doing so. To build and expand, a firm needs to coordinate several moving pieces. It requires increasing CLV and scaling in healthy ways. Increase Customer Lifetime Value Consequently, what strategies should you employ to enhance (CLV)? We outline the process in three sections below. 1. Establish a customer expansion plan. To ultimately rely on customer lifetime value and develop a healthy business, you must have a strategy. You must have a "formula" for providing value to customers and generating ongoing profits from them. We are all aware of this; however, there is frequently no plan for increasing the customer's lifetime value. This is not a marketing formula! This directly relates to the core aspects of your company concept. You may ask yourself, "How does your product line look?" Have you considered expanding this product line into other product categories? Do your product margins sustain your business? Will certain merchandise have greater margins than others? Are you capable of bundling items to increase the average order value? Are you building a voice and brand narrative and then communicating in a manner that relates to your consumers' narratives? 2. Establish objectives for your major metrics. Depending on your D2C marketing strategy, you should have a reasonable goal for client lifetime value and growth. In addition to establishing targets for return on advertising spend (ROAS),  cost per acquisition (CPA), average order value (AOV), and conversion rate, you must also develop objectives for cost per acquisition, AOV, and conversion rate.  Ultimately, creating reasonable goals for each key indication based on a formula you've established beforehand will unify your efforts toward achieving them and relieve the anxiety associated with uncertainty. We understand that it may appear simple, yet they are all interdependent. If you know that a client's lifetime value is $100, but your average order value is just $25, you must decide. You may choose to spend $50 on acquiring a new client while still earning $50. Your ROAS won't be outstanding, but your company will be profitable. However, you must consider when you can attain the $100 CLV, but that is a subject for another day. 3. Implement a comprehensive strategy.  You may create a thorough marketing campaign after determining your product strategy and key metric objectives. This needs expertise in three fundamental areas: Acquisition and Visitors: Includes paid google, Facebook, and YouTube advertisements. Optimization and Navigation of the Site: Superior site navigation, visual improvements, and conversion rate optimization Maximizing Customer Value: Maximize customer value through engaging consumers with efficient loyalty programs, email marketing campaigns, and customer service, among other strategies. Integrating these three components into a winning plan is the only way to produce sustainable, long-term company growth. Focusing on a particular area in isolation may provide short-term success but not long-term success. Final Thoughts To thrive, your firm must prioritize customer lifetime value, and your business plan is how you do this. Once you recognize this, you can stop worrying about achieving a ROAS of 3–4x every month simply because every Facebook marketer advises you to. Ultimately, client lifetime value will be the key to your company's sustainable success. Get in touch with our experts to know more! ...

read more

As content marketers and DTC business owners, we all are well aware of the importance of research in the creation of successful campaigns. Not only does it help us understand the audience better, but it also helps to develop insight and inform our strategies. However, one has to be honest with themselves and admit that it can indeed be one of the most time-consuming and costly steps of the process. The love-hate relationship that all business owners and marketers share with research is a common struggle. It is intangibly involved in predicting the future of your campaign, which is why the thought of avoiding research altogether and jumping into creating content is definitely a sign of having an agile mindset. One can simply not replace the time assigned to doing one’s due diligence with a hit and trial approach and guesses. It is one of the prime reasons why content marketing can completely miss the mark or come across as unoriginal and tone-deaf. In this blog post, we'll explore why balancing short and long-term planning is essential in creating a successful content marketing strategy. Content Marketing is a Marathon Digital marketing has much to answer for when it comes to perpetuating a short-term tactical view. E-commerce and lead generation are often the culprits. While digital marketing has its place in the marketing toolkit, it can distract us with the overwhelming information that doesn't tell us the full story. Behavioral data is crucial in benchmarking performance marketing or powering predictive models and personalized experiences. However, it has a limited capacity to reveal what people are thinking, why they're thinking it, what they desire or need, and how they view the category, brand, or communication. Trusting our gut and putting something in the market to observe what happens can be tempting. However, brands aren't built in the short term. They grow over the long term with a commitment to a central idea and strategic pillars executed consistently. It's crucial to nail our position, proposition and messaging framework before investing time, effort and money into content marketing, especially if our business is ready to embrace a publishing mindset. The W’s You Need to Win There is a lot to unpack in the importance of long-term brand building and how it serves as the foundation of our perspective on exceptional content marketing and publishing. Thus, it is of absolute importance that we place great emphasis on thoroughly examining both sides of a situation. The excerpt above may seem digressive, but let’s connect to the topic at hand. Research is a vital tool in powering your content marketing operations and informing your strategic planning. In fact, there are certain scenarios where conducting research is absolutely essential. These situations include: Strategy There are a few questions that you need to first pose to yourself and then strive to answer in every phase of content marketing and research. These are the W’s that will eventually spell out your win. When you find yourself at the first rung of the tall ladder of content strategy, these are a few of the things you must think about. What is your motivation behind publishing content? What are you going to use to position your brand against the competition? Review There is a lot of thought that needs to go when you are reviewing the market landscape and identifying the category trends. It's important to take a thorough and thoughtful approach. This involves conducting research on the industry, analyzing consumer behavior and preferences, identifying key players in the market, and keeping an eye on emerging trends and technologies. By taking the time to do this research, businesses can gain a deeper understanding of their target audience and the competitive landscape, and develop strategies that are tailored to their specific needs and goals. This process can be complex and time-consuming, but it is a critical step in building a successful content marketing strategy that resonates with your audience and sets your brand apart from competitors. Ask yourself, What is the view of the market? Who are you competing against? What is their mode of operation? Where do their gaps lie? Audience Audience research is an important aspect of any marketer’s journey, as it provides valuable insights into consumer behavior, preferences, and needs. Personal development and customer journey mapping are important aspects. By understanding who your target audience is, what motivates them, and how they engage with your brand throughout the buying process, you can create more effective messaging and content that resonates with their needs and interests. Persona development involves creating detailed profiles of your ideal customers, including information about their demographics, interests, pain points, and buying behaviors. Customer journey mapping, on the other hand, involves visualizing the steps customers take when interacting with your brand, from initial awareness to final purchase and beyond. By incorporating these insights into your content marketing strategy, you can create more targeted and personalized content that drives engagement, conversions, and customer loyalty. Ask yourself; Who is your brand going to engage with? What are their needs? What is working and what can be improved? What are the obvious gaps? Audits Content Audits are important to identify the gaps between your strategy and the desired impact you wish to have on your audience. By conducting a content audit, you can determine what content is working well, what needs improvement, and what should be removed entirely. This process can also help you ensure that your content is aligned with your brand's values and messaging. Ultimately, a content audit can improve the effectiveness of your content marketing efforts and increase your impact on your target audience. Ask yourself; What are your current publishing activity and content hubs? What had been working well? Why are there gaps? Approaches You Can Follow For readers who are still following along, you may find yourself nodding in agreement with the philosophy of long-term brand building. However, the many questions raised could also leave them feeling overwhelmed about where to begin and the level of effort required. Fortunately, there are some straightforward and effective ways to inform content marketing strategies without breaking the bank, although they may require an investment of time or the assistance of an agency partner. For Brands 1. Focus Groups and Interviews The employees of a brand possess the most intimate knowledge of its values and mission. Therefore, engaging with them is an effective way to gain insights into the brand. One-on-one conversations are valuable, but group discussions or workshops can also be useful. The main goal is to uncover the unique qualities that allow the brand to fulfill its promise and distinguish itself from competitors. This information can be utilized to develop content and story ideas, as well as to inform the design of experiences and solutions that leverage the expertise of in-house personnel or technology. 2. Social Listening While brand tracking studies can provide valuable insights, listening tools are a more effective means of gaining unfiltered perspectives as they tap into public conversations. By calibrating the software to identify relevant mentions, it is possible to gain a better understanding of a brand's perception and diagnose any potential barriers or issues. Product review sites are also useful in this regard. However, it is important to be mindful of the fact that social media tends to capture outliers, including extremely positive and negative viewpoints. For the Market 1. Conventional Research Market and category research is an essential component of any content marketing strategy. One effective approach is to leverage case studies, reports, articles, and opinion pieces from reputable industry databases, global consultancies, and category leaders. These sources can provide valuable insights into the latest trends and best practices, as well as help identify opportunities for differentiation. Networking with professional groups and membership organizations can also be fruitful, as it can offer access to individuals who are knowledgeable about the industry and willing to share their experiences and perspectives. In addition to these methods, a simple Google search can yield a wealth of relevant news articles. However, it is important to filter the results to focus on more timely content. By combining these approaches, content marketers can stay informed and up-to-date on industry trends and best practices, allowing them to create content that resonates with their target audience. For the Customers 1. Surveys To gain insights into the thoughts, feelings, and needs of your target market (including both current and potential customers), one effective strategy is to conduct surveys. Surveys are a form of primary research that can be easily developed in-house, using cost-effective platforms like Typeform or powerful enterprise software like Qualtrics. When designing a survey, it is important to carefully consider the research question and any hypotheses that may inform the survey design and questions. Additionally, it is crucial to be clear about data collection and analysis methods to ensure that the survey results are reliable and accurate. By leveraging surveys as a tool for primary research, businesses can gain valuable insights into the needs and preferences of their target audience, which can inform the development of content marketing strategies and initiatives that resonate with their customers. 2. Keyword Research (based on topics) SEMrush and Buzzsumo are powerful tools that can help content marketers gain insights into the topics people are searching for and engaging with. By integrating Google tools like Google Analytics and Google Search Console, marketers can gain an even deeper understanding of their audience and the content that resonates with them. Keyword research is a critical component of a successful content marketing strategy, and it requires a balance of both art and science. For content marketers who prioritize SEO marketing, regular keyword research is essential to inform their strategy and optimize their editorial plan. By leveraging tools like SEMrush and Buzzsumo, content marketers can gain a competitive edge by understanding their audience's needs and preferences, identifying popular topics and keywords, and developing content that resonates with their target audience while also meeting the demands of search engine algorithms. In conclusion Research plays a critical role in the development of successful content marketing strategies. It is important to strike a balance between short and long-term planning to avoid short-sighted tactics and develop a consistent and strategic content plan that resonates with our audience. By partnering with a trusted agency like Saffron Edge, businesses can benefit from expert research, planning, and execution to build a brand that resonates with their target audience over the long term. Contact Saffron Edge today to learn more about how we can help you develop a winning content marketing strategy. ...

read more

With the digital marketing escalating high on the ladder and soaring to fame, the services are going expensive to manage. In this times, supporting the identical worn costly marketing approaches to boost your business is inevitably not a good idea. The Digital marketers are deliberately watching for a substitute choice which is little affordable but extremely efficient at the very point and is not complicated for the in-house crews to follow and implement. --> What is the need of Engaging social media content The drift has changed the direction and it’s not difficult to guess where the public or prospective patrons are. If your business is not performing well lately, inadequacy on social media is one possible reason that you can work on to improve your sales. With the popularity of social media platforms like Instagram, Twitter, Facebook your business can gain the right exposure that you were looking for inasmuch that you’ll include social media in your strategies for years to come. How can you effectively use social media? Social media has achieved a huge reputation, so if you find your contenders there before you, don’t get amazed. No matter how much notice they have earned on social media and how much they are lucratively they are there, you can invariably beat them with one mere trick, and that is by producing and posting highly engaging social media content across all the complete variety of platforms. Here are some ways you can create content that is capable of getting high engagement. Use of Data will give you direction: Data can provide a good knowledge about competitors, industries, and prospects. What needs to be done more and when is a need to stop something. The interest of your audience is easily recognizable through data. Ensure engaging content on Facebook Page: Creating a Facebook allows the platform but you have to put some efforts to bring an audience to take a note of your page. No one is going to learn about your page in their dreams, hence launch creative incentives, and create different forums. Curate selected content: Content curation has been an inevitable part of digital marketing and there is no way you can replace it. Hence, it’s advised to use selected content which is highly engaging, catchy, and shareable across different platforms. Manage a blog: Manage a blog for your website to discuss topics in depth with your customers and provide them some relief from the promotional content. Write on topics that are trending and which is something that your audience wants to know. Don’t overlook questioning and answering on Quora: Quora is the best source to know what people related to your business want to know. And, to look for great opportunities for networking and joint ventures. Connect your audience with storytelling: Use of storytelling style in written content or video content always gives you an edge over your rivals. Storytelling is an ability of the writer to connect audience emotionally and psychologically. Use Videos: Rather than written content, use product disclaimer videos to aware your prospective customers about your product. Craft unique content: Whenever it comes to content, uniqueness and freshness of content is always preferred. Good and unique content crafted well is more capable of getting you lucrative benefits than any other marketing strategy. Utilise Youtube videos: Youtube is the top contender in context of affordable marketing using affordable videos. You don’t need to spend big amount or use fancy DSLR’s to create a video on Youtube, a simple phone with a good camera does the job. And any video with the good effort of marketing can get a large no of viewers. ...

read more