October, 2011

Biznology

Trending Sources

The Long Tail of Blogger Outreach

Biznology

Image via Wikipedia. I had breakfast with John Bell of Ogilvy a number of years ago. He didn’t see the value of investing limited budget, time, and resources on the long tail when those treasures would better be used to woo the high-fliers, professionals, top-cows, and A-listers.  The value comes from penetration, permanence, perseverance, and persistence.  The Internet is such a gift. 

Inbound Marketing the Way God Intended

Biznology

Image via Wikipedia. Last week I asked my management team if what we do at Abraham Harrison is inbound marketing. Or at least the deities who wrote the Cluetrain Manifesto , where markets are conversations. Earned media is hard.  How do you get loads and loads of unpaid citizen journalists to make a gift of their valuable time and platform? It must be just short of impossible. Let me explain.

You’ve probably over-farmed your donors’ land

Biznology

Image via Wikipedia. When it comes to your direct mail campaigns, you’ve probably over-farmed your land. You’ve been emailing and snail mailing the same donors you have done for a decade. It is time to leave the land fallow and let the lists rest. Well, in agriculture, it is possible to over-farm your land.  Letting lists rest is not optional, it is essential. Or fertilizers?

Why Meta Data Still Matters in SEO

Biznology

Image via Wikipedia. The search engines have evolved a great deal in the last fifteen years. They’ve gotten a lot smarter, meaning that it’s not easy for a website to get a good search ranking. Back in the day, website owners would cram lots of keywords into the meta title, description, and keyword tags in the code and get noticed by the search engines. Now it’s not so easy.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

How deeply do you respond to customers in public?

Biznology

Image via Wikipedia. Recently, I wrote a post that recommended, “ Don’t be afraid of fake reviews ,” to help business owners know how to respond to an angry post in social media. That advice was questioned by one correspondent, who asked, “How deeply do you respond in public?” My questioner wanted to understand the nuances better. Clearly, What is right?

Are Local Websites Like the Internet’s Old Gray Mare?

Biznology

Image by Kerri-Jo via Flickr. You know that I talk a lot about local marketing. But more and more what I am noticing is that huge changes occur for local websites so quickly in this industry that itself is not very old. ” But I do know the song, and it’s got me to thinking lately. The old gray mare, she ain’t what she used to be, Many long years ago. No surprise there.

Aging 14

Optimize Your Web Site Search

Biznology

Image by music2work2 via Flickr. My monthly Biznology® Webinar Tuesday was called “Optimize Your Web Site Search.”  ”  I talked for 30 minutes about how to help searchers find what they want on your Web site.  Did a frustrated searcher just ask again why your site search engine stinks? When you add it all up, it’s a wonder anyone finds anything with your site search engine.

Sites 14

Don’t be afraid of fake reviews

Biznology

Image via CrunchBase. Last week, I talked about how you really do know what to say in social media. I got lots of nice feedback on that post, but I know that some of you are still skeptical. know that some of you still believe that old PR maxim to never dignify a scurrilous story with a response. And, I am here to tell you that you are wrong. More on that magical power later.) Internet Marketing

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

E-commerce innovation, and it’s not from Amazon

Biznology

Image by Creative Tools via Flickr. If you’re like me, you spend a lot of time looking at how Amazon does business. And for good reason. Amazon seemingly sells everything under the sun and they have been the standard for e-Commerce innovation since–well, since e-Commerce has existed. So, I have found a shopping experience that has innovations that I haven’t even seen at Amazon.

You DO know what to say in social media

Biznology

Image via CrunchBase. talk to folks about social media all the time. One of the things that I notice right away is the fear. Most people are worried that they don’t know what to do in social media. They are afraid that they will make a mistake. That they will say the wrong thing. Or, they fear that they don’t know what to say at all–even that they have nothing to say. All these fears are real and you might be experiencing some of them yourself, but you don’t need to. I’d like to convince you that you really do know what to say in social media. Got it?

Mail 13

How to protect your trademark online

Biznology

Image via Wikipedia. In the quaint old offline world, things move slowly. If you have a good name for your business or your product, you know exactly what to do. It was so simple back then, wasn’t it? But it’s a brave new online world now, and you have to worry about all sorts of other names, ranging from domain names to search keywords to social media IDs.

Kangaroo: When Marketing Works

Biznology

Image via Wikipedia. Oftentimes we learn the most from the simplest interactions that directly impact our own lives. We can then tell others of our experiences more clearly because the experience we had was quick, concise, to the point and not cluttered with much of what we see in today’s world. The Background. The Mission. Coffee, Frank? Really? Yup, coffee. No more “easy access” coffee. Nice job.

Social business and the workforce: ROI, risk and reward

Biznology

Image via Wikipedia. It’s been seven full years since O’Reilly Media organized the first Web 2.0 conference , and a handful of years since terms like Enterprise 2.0 and Social Business were introduced to our business jargon. experimentation, I would dare to affirm that very few of them–or none at all–have made a complete transition from the so-called 1.0 It’s not.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

Are you launching sinking Web sites?

Biznology

Image by Scoobyfoo via Flickr. When I was in Stockholm last month, I visited a very cool museum dedicated to the Vasa ship , a huge Swedish warship launched in the 1620s. The ship was on display for all to see, with lots of explanations about the way it was built, what life was like back then, and many other interesting facts. But this is not your standard museum of history. Yeah, that was no typo.

Can Barnes and Noble engage Borders customers?

Biznology

Image by markhillary via Flickr. Celebrating at a funeral is in bad taste, so I’m sure the folks at B&N had to think carefully about to address the contacts they got from a recent acquisition of Borders customer data. Too friendly and cheerful would come across as celebration; too mournful and sympathetic would appear inauthentic or worse. ”  And that was back in January 2011.

Can Barnes and Noble engage Borders customers?

Biznology

Image by markhillary via Flickr. Celebrating at a funeral is in bad taste, so I’m sure the folks at B&N had to think carefully about to address the contacts they got from a recent acquisition of Borders customer data. Too friendly and cheerful would come across as celebration; too mournful and sympathetic would appear inauthentic or worse. ”  And that was back in January 2011.

Marketers must ask themselves, “What’s your story?”

Biznology

Image by ntr23 via Flickr. If I asked you what’s the most important part of your marketing, what would you answer? Would you choose search? Social? Email? Remarketing? Display? What What if I told you the answer is none of the above? Search, Search, social, email and the rest are excellent marketing tools. But, they’re nothing more than tools. So telling that story, or b.) Look at Nike.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

It’s a Google World and that’s fine by me

Biznology

I will admit that I am on the higher end of the social media user scale with regard to age. If you are that curious, I am 47 years old and have been working in the Internet space in some form or another since 1998. I am not a truly technical person but I can make my way around a little. I am not some social media or tech super user but I would suspect my involvement is on the high end in my age group (considering how most of my lifelong friends use it). So why am I not like many others and jumping up and down about Google’s supposed domination of the online space? Most services are free.

Can Barnes and Noble engage Borders customers?

Biznology

Image by markhillary via Flickr. Celebrating at a funeral is in bad taste, so I’m sure the folks at B&N had to think carefully about to address the contacts they got from a recent acquisition of Borders customer data. Too friendly and cheerful would come across as celebration; too mournful and sympathetic would appear inauthentic or worse. ”  And that was back in January 2011.

Blog Guest Posting: It’s a Privilege Not a Birthright

Biznology

Image by atduskgreg via Flickr. What I am writing here is not a reaction to the great posts that Chris Abraham wrote recently here at Biznology: How to pitch a blogger and How NOT to pitch a blogger. In fact, after you are done reading this you may want to check them out for a real professional’s take on this subject! :-). Don’t get me wrong here. It’s simply not necessary. Now, don’t get me wrong.

10 Commandments of Email Copywriting

The Point

Thou shalt not direct people to “Learn More.” ” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? 2. Thou shalt tell people What, Why, and How. Thou shalt not require scrolling. Thou shalt sell the offer, not the product. Thou shalt use benefits, not features. What did I miss? ”

Email 92

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

5 Ways Social Media Can Drive Revenue

It's All About Revenue

by Steven Woods | Tweet this There’s no doubt that social media has been a disruptive force on B2B marketing. Yet, many marketers struggle with how to use social media to go beyond awareness, to actually drive revenue. I’m here to tell you it’s not magic. Here are five ways social media marketing can be used to drive revenue. 1. Extending Your Reach. Social media has once again changed that model.

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. Thinking in those terms, Beanstalk Data is a tasty morsel. It provides all the basic B2B marketing automation functions: mass email, landing pages and surveys, behavior tracking, lead scoring, nurture campaigns, and CRM integration. Anyway, back to BeanStalk.

Social Media Marketing and Darwin: Evolution or Irrelevance

Buzz Marketing for Technology

“If you don’t like change, you’re going to like irrelevance even less.” – ” – General Eric Shinseki, former U.S. Army Chief of Staff. The media landscape has evolved tremendously over the last quarter century. Consumers have evolved even faster with the advent of high-speed Internet-enabled mobile devices and social media. The answer: You don’t.

How to Improve Your Marketing Automation ROI

Sales Lead Insights

Effective B2B marketing processes plus automation yield outsized returns. According to the study results, Marketing Automation technology paired with appropriate, systemic processes can yield four to five times the number of closed deals when compared to deployed technology alone. The magic lies in realizing higher conversion rates throughout the Sales cycle. No MAP / No Processes. Lessons Learned.

ROI 82

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

The 3 P’s of B2B Lead Generation: People, Process, Platforms

NuSpark

When people ask me what I do, I usually give them my standard 15-second commercial; generate quality inbound leads and shorten sales cycles via lead generation, lead nurturing, and content marketing.  I am also active on Google Plus. wanted to explain this approach in a little more detail, as my firm’s website was recently reorganized to focus on these 3 Ps.  How boring.  Quality people. . Process.

The 3 P’s of B2B Lead Generation: People, Process, Platforms

NuSpark

When people ask me what I do, I usually give them my standard 15-second commercial; generate quality inbound leads and shorten sales cycles via lead generation, lead nurturing, and content marketing.  I am also active on Google Plus. wanted to explain this approach in a little more detail, as my firm’s website was recently reorganized to focus on these 3 Ps.  How boring.  Quality people. . Process.

Why Your Marketing Needs Real-Time Data

Buzz Marketing for Technology

Another Advertising Week in New York is upon us and so far I have seen some great presentations from companies like Facebook, LinkedIn, Twitter, Quantcast, comScore, and even Yahoo! However, if there is one thing that is becoming painfully clear to me is the need to be relevant to your audience – whether you are advertising to them, being social with them, or just creating the right kind of conversations about your brand. We often throw this idea around as marketers – “being relevant”, but few people discuss how! So to illustrate this, I decided to run a research experiment to show at IAB MIXX.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective. Marketing’s role is growing through the addition of what I call ‘sales enablement’ activities. With social media, buyers can reach out to colleagues, experts, peers, etc.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective. Marketing’s role is growing through the addition of what I call ‘sales enablement’ activities. With social media, buyers can reach out to colleagues, experts, peers, etc.

Is Blogging Right for my Business? The Benefits of a Business Blog

NuSpark

The strategy of blogging, especially from a b2b perspective, can be somewhat misunderstood. What are your goals? Thought leadership, SEO, lead generation? How do I get people to read it? How to I build subscribers? Are my audiences really interested in my thoughts?  So I thought I’d raise the question on the benefits of blogging to the NuSpark Marketing content alliance team, and get their reaction to the following question. “I’m not convinced a blog is right for my business, plus I’m concerned over time and resources.  Below are the responses.  . From Apryl Parcher. From Maureen Monfore.

5 ways to use social media for solution marketing

Buzz Marketing for Technology

It’s easy to get caught up in the buzz, and the hype, around social media. I’ve been working with many B2B companies to help them figure out when and how to use social media in their business. The answer is always a bit different depending on the product or service. One area that few people have written about is how to use social media for solution marketing. So there you have it.

Web analytics Is Not Sufficient For Customer-Centric Inbound Marketing

Conversionation

Web analytics offers enormous possibilities for those able to take all out of it. For many companies they are sufficient to measure and improve the results of content marketing, search engine marketing, social media marketing and what we generally call inbound marketing. However, if you want to go a step further and know the efficiency, [.]. Blog Inbound marketing Web Analytics Avinash Kaushik ClickTale heatmap HubSpot inbound marketing web analytics

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.