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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.

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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.

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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.

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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.

 

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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.

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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 »

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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.

 

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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.

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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.

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