2016

Biznology

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10 essentials missing from your business website

Biznology

You want a business website that sells. If your online marketing fails to pull in prospects, then you may be missing some essential digital marketing features. There are plugins and website features that make your life easier. Having a place for people to comment, send you information, and follow or sign up for content can reduce the amount of effort it takes to connect with online customers.

Add For Immediate Release to your podcast queue

Biznology

A couple Sundays ago I met up with Joseph Thornley , Lynette Young , and Shel Holtz on video Skype to record episode 15 of Shel’s industry-trusted and industry-respected PR podcast,  For Immediate Release , AKA the FIR Podcast. Out of thin air, and fulfilling a dream, Shel asked me if I might be willing to join a hand-picked panel of PR professionals and I jumped on it. Go git ’em!

Influencer outreach is more PR than marketing or advertising

Biznology

When I pitch my influencer marketing services these days on behalf of my digital agency Gerris , I find that I am not competing against humans at other agencies, I am fighting it out with Google AdWords , Facebook Ads , Twitter Ads, Bing Ads and even Pinterest Ads. Ask for too much money (to make ’em go away, though they often pay). Payola, baby! Let ’em know you mean business.

Influencer marketing is one percent inspiration, ninety nine percent perspiration

Biznology

Waiting for class. Last night I had the honor of dusting off my trusty old long tail earned media blogger outreach deck and updating it for the new world of earned media influencer marketing for the lovely  Brigitte Winter and her Georgetown School of Continuing Studies  students. My Personal Digital PR Philosophy. Spoil everyone (like you would Guy Kawasaki). Why You Should Reach Past the A-List.

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

Are you taking advantage of B2B marketing data?

Biznology

Frequent readers know that most of my marketing experience is B2B rather than B2C, and that virtually everything I do is data driven. So, perhaps you might think that I didn’t have much to learn when I picked up  B2B Data-Driven Marketing by fellow Biznology blogger Ruth Stevens and Theresa Kushner. Wrong. And that was just in the first couple of chapters.). Like this post?

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If you post it will they come?

Biznology

I work harder promoting my online content than I do writing the posts themselves. And so does everyone else, including mainstream media. If you build it, they won’t come unless you get the party started yourself. Not even revolutions just happen. Everything requires a  vanguard of the proletariat , a catalyst , a shove , a newsie , a  royal entrance fanfare , even the King ! Like this post?

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Your team is the best content source for search

Biznology

If there’s anyone in your world who can pass the duck test , it’s your employees. There’s nobody else anywhere who looks more like a duck, swims more like a duck, and quacks more like a duck, then your staff. So, don’t duck your staff when your aim is to win at search. Admit it. That’s smart. But it doesn’t need to be hard. How about  James Lipton ? Jimmy Fallon?)

Earned media influencer marketing demands your awesome

Biznology

I’ll be honest with you, relatively few companies can conduct a successful earned media influencer marketing campaign. Earned Earned media (or free media) refers to publicity gained through promotional efforts other than advertising, as opposed to paid media , which refers to publicity gained through advertising. That’s cool. Earned media influencer marketing is time-consuming.

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.

Build a page and profile for absolutely everything

Biznology

Summary : if you have multiple locations and/or multiple products, you need to create social media channels for every single one of them. If you have several 9Round franchises in Northern Virginia , you need to have a Twitter , Facebook, Google+ , Instagram , and Foursquare/Swarm profile for each one. People are mobile. bandited @9RoundPenrose because I want to mention my new 9Round Gym. Right?

Why 9Round should be using SOCi for social media management

Biznology

OK, this may well be my weirdest post ever, so bear with me. This isn’t actually happening; it’s theoretical. SOCi is a former client and 9Round is my new HIIT kickboxing gym. I pay 9Round Penrose money to use their gym. And, And, as a gym, they’re taking over. They currently have 311 locations in 8 countries via franchise. It was frustrating. He saw the post and we chatted.

The state of the blogger outreach union ten years on

Biznology

I stared my first blogger outreach agency back in 2006. Called AbrahamPR it evolved into Abraham Harrison a year later. Now Gerris Corp , I am still offering influencer engagement campaigns to my clients. Ten years on, the state of the union of blogger outreach is good for brands and agencies but great for the bloggers and online influencers. Blogging Isn’t Cool. Blogging is Hard. Groan.

Help Google help you optimize your content for search

Biznology

It’s really hard to get Google’s attention. Content marketing is indeed a silver bullet — why do you think I’m writing this — but there are ways of wooing search engines beyond starting a blog. Google loves structured data. We try to make it clearer by using categories and tags, but it’s often for naught. Bourbon Mashed Sweet Potatoes. Chile Relleno Recipe.

The business of reviews and search and for small hotels and restaurants

Biznology

If you run a small hotel, restaurant, cafe, or small business, you can win my business away from Marriott International by just being awesome and having all your guests gush about you online in authentic, open, persuasive, and passionate reviews and testimonials. And, over the last week, I have had an amazing experience with a local hotel that should never have earned me as a guest but did. Yikes

10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.

Influencer marketing tools of the trade

Biznology

We’re off to the races! Dan Krueger and I just launched a new influencer marketing campaign on behalf of the best pure, extra virgin, raw cold pressed, and alkaline coconut oil, Skinny Coconut Oil. So, since blogger outreach is at the top of mind, I thought I would talk a little bit about the tools of the trade — what we use to stoke excitement about our clients! OK, now on to tools.

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Do-it-yourself influencer marketing

Biznology

Chris Abraham’s latest webinar was about influencer marketing. You built it, where are they? Unless you’re a celebrity, influencers won’t come to your open mic night unless you’ve already won them over. Learn to get the attention of potential natural allies and fans, connect with them, and appeal to their interests and passions to benefit your brand in a million ways, often for free.

Why don’t more marketers use keyword research?

Biznology

I recently had the privilege to sit in on FIR B2B episode 45 : a podcast by Paul Gillin and David Strom. When my wife heard it, she said they sound like the “Click and Clack of tech.” Needless to say, it was a lot of fun. I had a few belly laughs and we also covered some serious topics. brief description: you build digital experiences using the words and phrases of your target audience.

How to implement a Video 1st content marketing strategy that drives action

Biznology

Because of the importance consumers and business decision makers are putting on content, many marketers and business owners are challenged with how to create the ongoing flow of quality business content that they need to drive their marketing objectives. Why a Video First content marketing strategy makes sense. Back in 2005, we mostly used the internet for browsing. Forget about video! Take

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Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

It’s normal to be bad before you’re good

Biznology

attended Ira Glass ‘ talk at Wolf Trap last Saturday and my take-away is :  it’s normal to be bad before you’re good. That’s not a license to suck, it’s a challenge that as long as your writing is concise, your audio is clear, and your video is well-lit enough, then the rest of it is really a rabbit hole. 3)  Don’t let your tools get in the way of your creativity.

The big challenge for big brands today: authenticity

Biznology

Before the internet, marketers had relatively free reign for making questionable competitive claims, creating a brand image of superiority, and hence demanding a premium price. But the internet has changed the ground rules. Instant access to endless information and objective feedback from friends has enabled consumers to seek and find the truth behind such promises. Like this post?

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Why SEO is just the start for digital marketing

Biznology

Congratulations. You’ve won! You show up on the first page when the world searches for the goods or services you offer. Maybe you’ve even reached the peak and rank first for valuable keywords in your industry. Why in heavens not? Oh, right: traffic doesn’t pay the bills. Customers pay the bills. More specifically, profitable customer engagements pay the bills. Traffic isn’t the end goal.

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Time to abandon spray-and-pray lead generation

Biznology

A couple of years ago, a client told me he was having some lead quality problems. The company had contracted with a major IT publisher for a webcast that guaranteed 150 leads. But the leads weren’t panning out; the quality was terrible and salespeople were pointing the finger at marketing. offered to check it out myself, and over the next few days spoke to 20 people on the list at random.

The B2B Marketer's Field Guide To Customer Engagement

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

10 secrets to research the best SEO keywords

Biznology

SEO is a puzzle to some. Researching the best SEO keywords is an essential part of your online strategy, that is, if you want to be seen. Before slapping content up on a website, be sure you’ve done your keyword research. As a content marketer, you easily find that search engine optimization (SEO) can kill your online sales and prospects if not executed properly. Don’t Fight the Competition.

Act casual, and write your website content

Biznology

Do things get awkward when people visit your website? Time to make a switch in tone or voice. Just act casual , and write your website content. Your look, text, and message should resonate with your audience. Who are you talking to, anyway? Writing in a casual conversational manner is crucial to the success of your website content. Identify your people and how they talk to you. Like this post?

Influencer marketing should not be about collecting influencers

Biznology

Before I start, please attend my free webinar on March 22,  Do-It-Yourself Influencer Marketing. The worst thing about the internet has been the commodification of friendship. Even before the internet, I am sure you’ve been to a mixer and have seen people really work the room. Like their kissing cousins–ladies men–these folks go from person to person, collecting digits. Ready?

Earned media influencer outreach is alive and well

Biznology

As I mentioned last month in Influencer Marketing Tools of the Trade , Dan Krueger and I are in the midst of an earned-media blogger outreach campaign on behalf of Skinny & Co.  We just finished our first week and we’ve already delivered products to 47 bloggers and have another 60 queued up for delivery this week — and we’ve only reached out once so far. The Skinny & Co.

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.

CMOs fail to go beyond brand awareness on LinkedIn

Biznology

Recent studies show 87% of B2B sales and marketing leaders are using LinkedIn and other social media platforms, but less than 1 in 5 can clearly prove and demonstrate social media ROI. believe it’s because the attention and efforts are on the top of the funnel instead of thinking about the complete buyer’s journey. That’s a lot of hopefuls. What are you paying attention to?

I’m an influencer, pay me more!

Biznology

Back in January I had the honor of being a guest on Shel Holtz ‘s premier PR podcast,  For Immediate Release. It must have gone well because I was back on a panel of PR professionals yesterday , joining Shel,  Zeno Group EVP Frank Eliason , and Cision SVP Heidi Sullivan. Lucky for me, a major focus of our time together was influencer marketing. Kindness opens many doors online.

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6 studies show why Facebook organic reach is declining so quickly

Biznology

50,000,000+ businesses have a Facebook page. 1.48 is the average number of times these brands post each day. 2% is their Facebook organic reach and it’s declining (source: DMR ). 50,000,000 businesses post 1.5 times a day to reach just 2%, a small and shrinking percentage of their audience. Why is Facebook organic reach declining so fast? What can business do? Here are 6 studies to explain.

10 Social media metrics every marketer needs to know

Biznology

Rob Petersen’s latest webinar is all about measuring social media. If social media is so important, why are most marketers unable to measure it? Do they need to know the social media metrics that matter and how they are monitored? 92% of marketers say social media is important to their business ( Social Media Examiner ). 73% plan to increase spending on marketing analytics ( The CMO Survey ).

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.

7 tips for effective press releases

Biznology

Press releases can be very effective for helping to create a buzz and getting the word out about something new with your business. However, since many other businesses also know this, there are often too many press releases floating around. Press releases can be a useful tool for any size business, and they allow smaller businesses to grab the same press attention larger businesses can get.

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Becoming a reddit Internet sensation

Biznology

I’ve unlocked the code to becoming an Internet sensation on reddit because I’ve become an Internet sensation on reddit ! Back in 2012 I wrote both  Reddit is the 800-pound Gorilla in the Room  and  You Must Commit to Reddit to Succeed. Back then, I was terrified of reddit. Choose communities you vibe with and are passionate about. Get over it! So, you can do it to. You can. Go for it!

Why email marketing still matters–and how to make it work

Biznology

Andrew Schulkind recorded a webinar on how to make email marketing campaigns work for you. Unless you’re selling goods or services with a buying cycle of “right now” (like lattes) you need a way to stay in touch with prospects as they move through the buying cycle toward a decision. Email, done well, may just be the perfect solution. But how do we create email campaigns that work? Like this post?

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Surefire Social introduces SurePulse “webmaster tools”

Biznology

Surefire Social is about to offer an all-in-one social media, search, reputation, review, analytics tool in the form of  SurePulse , now in beta. I get to play with a lot of cool tools in my work doing social media and SEO audits and reporting. Seriously: easy-to-use. Seriously: all-in-one. DMV Marketing Gods & Goddesses. It seems like SurePulse is surely set up to do it. It was quite a crew.

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B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers.