Nikki Tofalo

Nikki Tofalo
Nikki is an Account Specialist at SyncShow. In this role, she helps clients and the SyncShow team achieve their respective goals. Nikki currently lives in Downtown Cleveland, where she enjoys going to Indians games, running, and watching all of the new development take place.
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Recent Posts

How to Measure the ROI of Social Media

Posted by Nikki Tofalo on Feb 26, 2015 12:00:00 AM

For some time now, you have heard that having a presence on social media is important. However, you’re not really sure why or how to prove it – does this sound like you? If so, then this blog post is for you. Measuring the Return on Investment (ROI) of online marketing activities is crucial not only to your success as a marketer, but also to getting buy-in from your boss. If you are able to successfully show how social media will benefit the company’s bottom line, then you are on the right track for getting the support you need to carry out your online marketing strategies.

Below I will share three tips for how to measure the ROI of social media.

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Long Sales Cycle? Shorten It with Drip Marketing

Posted by Nikki Tofalo on Aug 7, 2014 12:00:00 AM

“How long is your sales cycle?” It’s a foundational question that we ask all of our clients before we begin working with them. Why? Because it helps us to properly forecast, establish sensible goals, and calculate the ROI of Inbound Marketing.

Why Does it Matter?

Today, the B2B sales cycle can be anywhere from a couple weeks to a year long. This large time span is not only due to different products and industries, but also because with the Internet, buyers have the power and the luxury of controlling the length of their sales cycle. Salespeople can no longer control the flow of the sale. In fact, many sales milestones happen without the sales person even there.

Think about it: you know you have a problem, so you go online and look for a solution. You’ll probably explore multiple companies that offer the solution and dwindle it down to two or three that you want to explore further. You may watch a testimonial video, download a tip sheet and subscribe to the company’s blog. Right now, you’re a sales prospect and you haven’t even spoken to someone at the company.

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Lead Scoring: Journey from Marketing Qualified to Sales Qualified

Posted by Nikki Tofalo on Jun 5, 2014 12:00:00 AM

Recently, my coworker Nadine and I implemented a lead scoring program for one of our clients. In this post, I share key considerations for getting started with a lead scoring campaign, how we determined our scoring system, and an inside look at how we assigned point values to our leads.

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Upgrade your eCommerce Conversion Strategies with A/B Testing

Posted by Nikki Tofalo on Jul 17, 2013 12:00:00 AM

So you have an eCommerce site and things are running smoothly, but you are curious about making some changes to various elements throughout your site. The problem is you don’t want to make a permanent change that could adversely affect your bottom line. Enter A/B testing.

What is A/B testing? 

A/B testing compares marketing variables to help identify the one that activates a better response from website visitors. Think of it as having website visitors vote on what version of something they like better, without even knowing they are part of the experiment. It allows you to gain valuable insight into user behavior, and to better understand what makes your audience react. See the example to the right for a visual of how A/B testing works.

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(Free PDF) 4 eCommerce Strategies Used in the Social Mediasphere

Posted by Nikki Tofalo on Jun 27, 2013 12:00:00 AM

According to a projection from Forrester Research, eCommerce spending in the United States will reach approximately $262 billion this year, a 13.4% increase from 2012. This compelling number means that the eCommerce marketplace is becoming more competitive. Companies need to make sure they are actively putting their product in every space available.

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5 Simple Tips to Increase Social Media Engagement on Facebook

Posted by Nikki Tofalo on Jun 19, 2013 12:00:00 AM

In my previous post, I broke down the Facebook EdgeRank algorithm – the formula Facebook uses to determine what populates your News Feed. To quickly recap, EdgeRank takes three factors into consideration: affinity score, edge weight, and time decay. Affinity score assesses how connected you are with others, edge weight measures how engaging your content is, and time decay determines the relevance of your post in terms of time.

For businesses, these factors tell you that you need to connect with your followers, post engaging content, and post frequently. It takes effort to make sure you are covering all of your EdgeRank bases. Here are five simple tips that will hopefully help make these tasks a little less overwhelming.

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(PDF) Back to Basics: Facebook’s EdgeRank Algorithm for SEO

Posted by Nikki Tofalo on May 20, 2013 12:00:00 AM

Facebook is a relatively simple social media platform for personal and business use. Since most people have a personal profile, they know how to create a post, check their News Feed, or comment on a picture; however, this is not enough for effective business use.

Facebook business page basics take what you know and do on your own personal page a step further. Every post and comment you make is an effort to engage with current and potential customers. What’s the best way to ensure you are capitalizing on the business potential of Facebook? Understanding the Facebook EdgeRank Algorithm provides a great solution.

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