Posted On

 

In Facebook Marketing Part 1, I discussed all of the reasons why you should be using Facebook advertising in your overall B2B marketing strategy, how to set up the conceptual framework for your company’s Facebook presence, and how to measure results of Facebook marketing campaigns.

 

In this article, we’ll drill down and share some specific Facebook marketing tips that smart B2B marketers are using successfully right now.

 

Read more »

Posted On

 

The World’s Largest Audience, Served Up on a Platter

Facebook has over 2 billion users worldwide, and 1.37 of these users visit the website on a daily basis. Consensus data also shows that people are spending more time on Facebook per session compared to any other popular social platform.

For marketers, especially B2C but also increasingly for B2B, Facebook is the place to be.

Read more »

Posted On

 

Applications of Artificial Intelligence and automated Bots are insinuating their way into our daily lives—from Siri and Alexa, to cars that analyze and coach your driving, and refrigerators that can generate a shopping list by analyzing their own contents. Facebook’s ability to recognize the faces of your friends from their pictures is powered by AI technology, as are the exceptionally effective targeted ads on Amazon.

As a consumer, you’ve doubtless already encountered plenty of AI applications, and interacted with lots of bots. But as a general marketer, have you thought about all the different ways you can put them to work for your own purposes? Here is a look at how AI and Bots for marketing are being put to effective use by many of today’s savvy marketing pros.

Read more »

Posted On

Posted On

Posted On

 

 

Influencer marketing is a fairly simple concept to grasp – a new spin on the time-honored strategy of celebrity endorsements. Its successful execution, however, is much more nuanced. Here, we explain how to use influencer marketing in the world of social and other online media, and how to execute an influencer marketing strategy that won’t break your bank or force you to work red carpet rope lines to get attention for your product.

Read more »

Posted On

 

 

Great landing pages are ones that compel a visitor to take action – fill out a contact form, place an order, subscribe…that is the page’s entire purpose. Every word, image and graphic element on the page should be created to serve that one, single purpose: to share their info and then click on the Call to Action button. The CTA button is that ultimate graphic to which all messages on the page should naturally draw the eye.

Read more »

Posted On

 

 

The old, catch-all CRM system is becoming ancient history. The 2017 marketing technology landscape relies on so many new channels and different types of touch points with customers, that an all-in-one system is usually not enough. But what mix of automation platforms will best serve your organization’s unique needs? Here’s a brief survey of what’s out there to choose from, and some trends to watch.

 

Read more »

Posted On

 

What is Search Engine Marketing vs Search Engine Optimization?

This is a question that often gets a confusing answer. To the extent there really is a difference, you can distinguish them in this way:

SEO is the technical process of increasing a given web page’s ranking in a search engine’s “natural” or un-paid (“organic”) search results.

Most SEO best practices focus on Google’s search engine and its algorithms, because Google dominates more than 90% of the total organic search traffic in the world. SEO strategies can target different kinds of searches besides words and text, using keyword-rich alt tags assigned to images, videos, podcasts, and social media channels.

You might say that SEM, on the other hand, is SEO but with a sales mentality.

Read more »

Posted On

 

 

Email offers are still the favorite and most reliable way to reach and convert B2B buyers – if you can manage to flag, grab and then hold their attention long enough. That’s a big IF, though.

With the average attention time spent on marketing emails being 15-20 seconds, the marketer’s biggest challenge is to focus a reader’s attention on your core offer by using the shortest possible route for the eye and brain to follow.

I’ve been collecting research studies on email design for best user experience, and examining how that intersects with content optimization techniques. I’ll show you how melding both strategies can lead to higher conversion rates. Read more »

Posted On

 

The marketer’s job today is to attract and engage using multiple media channels, from billboards to SMS geo-texting and every kind of digital or mobile strategy in between. Here’s how you can use the latest version of the industry-leading model, Sirius Demand Generation, to reach those discerning B2B buyers most likely to want to hear from you.

 

Read more »

Posted On

 

 

Nearly everyone is generating digital content these days as part of their inbound marketing strategies. Some are becoming content machines – cranking out blogs, infographics, and newsletters at a whirlwind pace.

What often gets overlooked, though, is the type and the timing of the content that will most effectively guide your buyer’s journey from the awareness stage to becoming a long-term, repeat customer.

Read more »

Posted On

If you’re marketing for B2B today, you know that one tactic alone won’t be the silver bullet. It’s the collection of all campaigns and tactics working together.

Successful integrated marketing strategy starts with a committed brand focus, including a differentiated position, a compelling messaging platform with unique messages to critical audiences, and a savvy integrated marketing plan that connects all touch points that could influence and persuade buyers.

Read more »

Posted On

 

If you’re in marketing, you probably share a common impression that new marketing tools are being introduced at a rate akin to the U.S. birth rate – about one every eight seconds.

Even if you love what you’re already using, the fact that so many new features and products are being introduced so often can leave you wondering if there isn’t something new and improved that might be serving you better. (Yes, FOMO strikes marketers too.)

To help sort out the answer, I set out to review what I consider the top marketing tools for 2017, by category.

Read more »

Posted On

 

A lot of marketers pay close attention to marketing metrics that measure the results of specific campaigns: clicks, opens, likes, follows, comments, and similar kinds of engagement actions.

However, these don’t always measure the bottom-line results that you expect – hope –  will show up in company profits. When you report to your CMO, it’s essential that you provide numbers which help them justify the dollar value of marketing to the CEO and board of directors.

Read more »

Posted On

Posted On

In the old frontier days of marketing automation software – say, around 2007-2010 – it was an exciting time as marketers learned they didn’t have to keep spreadsheet notes, calendar reminders, or manually push “send” each time they wanted to communicate with target prospects.

More than 70 different vendors eventually rose to fill this new demand, with wildly varied approaches to workflow processing, site architecture, CRM integration and user interfaces. There was not even a standard definition of what “marketing automation” meant. But as the technology evolved and smaller companies merged or got acquired by larger ones, a substantial amount of industry consolidation has taken place in the last several years.

Read more »

Posted On

 

You may have heard of ad retargeting and have some idea what it’s about. If you’re wondering whether it could be a good solution for your business, here is an overview of when and how retargeting works best, and the different kinds of retargeting strategies that digital marketers are using today.

 

Read more »

Posted On

 

There is nothing worse for a marketing professional than when random acts of marketing are committed that don’t relate to the larger strategy of the business. It’s a waste of money, time and resources. To have the best impact for your business, marketing should be connected to your business growth plans and thought about holistically, rather than consisting of a series of trials and errors.

In this article, I’ll show you how to identify the most typical Random Acts of Marketing (RAMs), and help you avoid the trap of a CEO’s sudden whim to try something different – and maybe expensive – to improve short-term results.

Read more »

Posted On

 

Generating traffic and generating leads are two distinct strategies.  It’s relatively easy to lure prospective customers to your website or platform with an eye-catching piece of content that you tease out through social media or digital ad campaigns. One good hook can pique enough curiosity to get them to cruise over and check it out – for about 10 seconds.

But generating inbound leads willing to surrender their contact information on a capture form takes a little more creative effort. They need to be moved by your content and motivated to get more of it before they’ll take that ultimate opt-in bargain that marketers make with prospective customers.

Below are 11 creative content ideas for generating leads by keeping their curiosity levels high enough that they’ll be happy to opt in to your marketing list.

Read more »

Posted On

 

It’s not just millennials- all buyers today want quick but meaningful information that’s delivered in a personal way.  Today I go over the eight essential planning steps to video marketing that sells by educating, entertaining and converting the viewer.

Read more »

Posted On

 

Digital marketing – the use of online communications tools to reach desired target audiences – is no longer a new industry still finding its way. In fact, it’s advanced pretty far, especially with all the proliferating innovations in the marketing automation industry.

 

So many tools available – but what’s your digital marketing strategy? Read more »

Posted On

Posted On

 

Often times, a PPC campaign runs like clockwork. They are so fully automated that we tend to just check the standard metrics for our periodic reports, but don’t look too deeply into what’s really going on in the user experience. Many marketers aren’t paying attention to the small details that can actually have a big impact on campaign performance.

PPC campaign strategies that fall into the “set and forget” category need a forensic review on a regular basis. As marketers, we need to make sure they don’t keep chugging mindlessly down tracks that are falling out of favor with the target audience.

Here, I offer some self-checklist questions and professional marketing tips using commonly available analytics tools that will help you improve PPC campaign performance.

Read more »