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Every marketer wants to maximize their success rates. The rewards that will be gained from mapping out the 3-dimensional aspects of an omnichannel campaign strategy will outweigh the investment time in research, strategy planning and execution details.
Interview with Pam Didner, former global content marketing strategist at Intel, recorded on location at the Integrated Marketing Summit in Kansas City. Tune in as Pam shares insights from her book Global Content Marketing, on the intricacies of planning, developing and implementing a global content marketing strategy.
Our free downable engagement scoring tool was created for modern marketers to help you understand and determine engagement scoring rules that identify when visitors have moved through the marketing funnel from first touchpoint to becoming marketing qualified leads and the rules that will allow integrated platforms pass these leads to your CRM.
The LinkedIn Company page is another website that you own, albeit on rented digital land. As LinkedIn continues to strengthen its content marketing centricity, B2B brands who dedicate the time and resources to create strong brand messaging and engaging content, reap the benefits. There are at least 4 factors that make a LinkedIn company page effective.
In a recent website audit we completed for an established company, we were very surprised to find that several pages with valuable content had “noindex” meta tags and therefore, these pages were instructing Google NOT to index them! This could happen to you…
What does your company stand for? Once you identify a theme or a cause that is bigger than your company, you should strive to create a movement around this cause, no different than supporting a charitable cause. The passion for the cause should be genuine enough that profit gain not should be visible in the execution of your content plan.
Brands are producing content at warped speed and the impact is getting harder to measure, not for lack of measuring tools. Rather, marketers are struggling to get their content noticed and engaged by their intended audience. Enter sponsored content as one way to get your content noticed.
The second question out of the 8 questions to ask before you hire a PPC expert is how will you measure success? When I wrote about setting pay per click goals, I said setting goals before you start is critical. Just as critical is understanding how you are going to measure whether you reached your goals or not.
Google’s Penguin updates have transformed SEO from tactical and technical to strategic and qualitative with emphasis on providing a good user experience. Ultimately, when a user’s consumption of content is useful and shareable that content finds its way to its target audience. SEO is no longer about your content being found. It’s about your content finding your audience.
One thing is for certain the search experience will become much more personalized than it is already when Google has more data to shift through. Soon the days of the lopsided algorithm that currently consist of who has the most authorative backlinks will begin to be a thing of the past.
Content plays a key role in laying the foundation for your inbound marketing strategy. Produce social content that WOWs your readers and you can enjoy SEO results, social media engagement and lead nurturing that turns your prospects into customers.
Whichever of these two methods works best in your business the important thing is that you recognize the authenticity of P2P content marketing and the economics of leveraging the content marketing potential of employees.
Whether managing PPC marketing yourself or hiring an agency, before you start spending money advertising on search engines, carefully consider what you are trying to achieve. What is your goal when advertising? See some examples. Learn how to figure out what your PPC marketing goals are.
Google’s on-going quest to make search results more valuable to the user experience requires refining your content strategy so that it is highly relevant to your audiences and potential customers beyond identifying desirable keywords around your products and services. But how do you develop a solid audience-centric content strategy for the digital age?
This list of 7 content marketing formats represents a diverse mix that provides opportunity for you to learn which formats are most popular with your audience. A diversified mix of content formats maximize the chance of reaching your target audience across different channels, building a loyal community and producing leads or other desired outcomes.
Tactical inbound marketing requires less commitment than an inbound marketing strategy. Tactical activities may yield results but they are not sustainable. An inbound marketing strategy is a lot of work, but the results are sustainable. Simply stated, an inbound marketing strategy is the way business works now. So, what choice does one truly have?
The way for marketers to increase their chance of winning and keeping customers in the digital age through inbound marketing is with a data driven marketing approach. And, it starts with the collection of data from customers.
The healthiest sales funnel has a diverse mix of leads, not all of which are sales ready. Targeting a mix of leads across all three stages of the sales funnel is a productive way of maintaining a healthy flow of leads that mature into sales ready leads. Here’s a look at the three stages of the sales funnel and some of the marketing plans that can keep your sales funnel healthy.
When someone sees a marketer’s message in any channel, be it online or offline, eventually there is usually an online touch point. I characterize this as integrated marketing. And, I characterize the online touch points as digital marketing because whether it was an email, a banner, or an organic search listing the catalyst is not always attributable to one online touch point. Therefore, integrated digital marketing is the most effective way to execute marketing plans that deliver measurable results.
All B2B marketers have a dual objective when it comes to lead generation. They want to fill the top of funnel (TOFU) to build the sales pipeline. A healthy sales pipeline produces viable sales opportunities over the long term. But, marketers also have pressure to produce leads that are sales ready now. These leads move to the bottom of the funnel (BOFU) quickly.
Running a successful business blog doesn’t have to be difficult. But, you do have to make a plan about how to manage it. The tips here are basics to get you started. Stick with a schedule to keep your momentum steady. With a little practice, maintaining a successful business blogging strategy with new content for your current audience and new visitors will take care of itself.
We preach. We advise. We recommend. We execute. Yet, sometimes, we encounter a client that subscribes to the “nope, I want to do this my way” mentality. So, my colleagues and I created a list of our best advice on how to fail miserably at digital marketing. If we missed any cardinal rules, please be sure to let us know.
The way it used to work was a B2B salesperson knocked on doors and built relationships over time. Eventually he built trust and prospects began to believe what he told them. That sales model is gone along with the two martini lunch. Today it’s much more effective and much cheaper to generate leads and nurture them via quality content delivered online.
I recently co-hosted a webinar with Dale Underwood, CEO of EchoQuote and Tony Gonzales, Sales Director at Federal Appliance, a successful user of this lead generation technique. Below is the entire webinar recording. If you are a Marketing or Sales executive responsible for lead generation in a B2B selling environment, this webinar will be worthwhile.
Your marketing team has embraced inbound marketing. They are creating content with calls-to-action (CTAs), blogging and working on improving SEO results. Search engine rankings are improving for desirable keywords. Your sales lead generation results are improving, although you can always use more leads. But, the sales team is having difficulty getting prospects to be responsive to lead follow up phone calls to engage in sales conversations. So, what can you do about it? How can you get prospects to engage in sales conversations?
If you’re not signing into LinkedIn several times a week, you’re missing out on networking. If you’re a job seeker you should sign in every day to network and check the job listings. If you are invisible digitally, you don’t exist. LinkedIn gives you a powerful digital presence. You can create meaningful content to tell your story 24/7 on LinkedIn.
Many B2B marketers fail to offer website visitors and social media encounters compelling reasons to engage. The biggest mistake in online B2B marketing is limiting CTAs to “contact us.” So often a website visitor is conducting research. They are simply not ready to “contact you.” But, if you offer a B2B website visitor something compelling that aligns with their stage in the buying process, they will often accept your offer. Traditionally, a popular B2B CTA has been a white paper download. This can be very effective, but it’s so common that it must be compelling. White paper CTAs with an image and a benefit statement usually perform best. E-books can perform even better than white papers.
When I wrote Marketing 2.0 in 2009 I set out to write a book for the average marketer. My goal was for marketers, particularly in small and midsize businesses and non-profits, to understand what social media is and how to embrace it productively. I boiled my book down to two core principles: content marketing and relationship building (through your content). In this post, I focus on content marketing because it is so crucial. And, truth be told, I still see many marketers struggle with their content marketing strategy.
Podcasts Are Not Indexed by Search Engines
Unlike Facebook fan pages and conventional web and blog pages, a podcast is not indexable by search engines. Podcasts are audio files uploaded into a subscribable format such as iTunes or another podcast directory such as Podcast Pickle. You can also subscribe to podcasts from a blog with a link to iTunes. But, to get the most current podcast you must either visit iTunes to synch or visit the producer’s blog to listen to current podcasts.
Inbound marketing allows a company to leverage content assets online to produce connections with people who have interest in your company’s products. Ignoring this leverage opportunity is very risky in a marketing economy where established competitors can surpass you with inbound marketing strategies quickly. Worse yet, newer nimble and inbound marketing savvy competitors can come out of seemingly nowhere and eat your lunch.
B2B marketers must ask themselves, how do their websites perform in searches pertaining to their niche? Many B2B websites are just a “blow-horn” for their products and services with no meaningful calls to action, or limited opportunity to engage (if any). The reality is most B2B prospects want to get to know a business before they call them or fill out a form.
Tracking the reach of your content in social media is just a part of the measuring results secret sauce. You also need to gain insights so you can measure your progress and take action. A metaphor comes to mind. Social media marketing is like flying an airplane. The sophisticated cockpit constantly calculates the extent to which the plan has shifted from its course route and makes the necessary adjustment to get the plane back on its course. In social media marketing, you must similarly be tracking and interpreting in order to know when and how much you must adjust your content strategy and your tactics to stay on course.
The two pillars of social media marketing are delivering excellent content to your intended audience and building great relationships. A crucial aspect of building upon these pillars is how you share your content with others. An effective content strategy has to include a well-thought-out bookmarking strategy to propagate your content.Delivering Excellent Content to the Web.
Brian Halligan, CEO of HubSpot describes his new book Inbound Marketing. He describes how marketing has been the same for 50 years but has changed dramatically in the past 5 years. Marketers who create remarkable content and spread it on the web get found and create customers.
Content marketing is one of the pillars of a Marketing 2.0 strategy. Businesses that produce great content build an asset. Buyers want to engage with people and companies by their content, not by their marketing. Great content builds relationships and trust among buyers. Content marketing is a must for long term marketing survival.
Video content is a terrific way to strengthen your brand and bridge the gap between sellers and buyers. Branded video content is the most effective way to maintain control over your brand. Have fun with it. Entertain your audience. They’ll reward you for it.
This podcast interview is with Rick Short, Marketing Communications Director at Indium Corp. The interview is an excerpt from my forthcoming social media marketing book
One of the benefits I described is the ability to tap into staff wherever they may be in the org chart. Staffers should enjoy their work when they are instrumental in building and maintaining your social media strategy especially as their personal brand begins to grow. But, how do you develop your staff to get great results?
The following is an excerpt from my book: Marketing 2.0: Bridging the Gap Between Buyer and Seller on the Social Web…
There are many benefits to a social media marketing strategy. Here is a short list of benefits. Please add to it with your comments…Note, I do not discuss in any detail the benefits organizations might enjoy using social media internally for collaboration and productivity gains.