Social lead validation—the missing ingredient from most inbound LinkedIn marketing programs
JANUARY 4, 2017
All sales leads are not equal. know this is something that most sales and marketing leaders understand and it’s why they put lead qualification and validation into most of their sales, marketing, and lead generation programs. They don’t want to waste time and money like the companies that Straight North recently evaluated. Of those 350,000, about half—178,000—were actual sales leads.
The future of Twitter is as a protected essential public utility
FEBRUARY 14, 2017
This week’s blog post is thanks to my close friend and persistent colleague Sally Falkow of Meritus Media. Sally sent me a series of questions about what I think the the future of Twitter will be in light of a fourth quarter revenue miss based on analysts’ expectation. SF: What’s your take on the future of Twitter? CA: Twitter isn’t going anywhere. It’s still a thing!
The 10 most fascinating people in B2B marketing in 2016
FEBRUARY 2, 2017
Given the enthusiastic reception given to my debut “most fascinating” list last year, let’s make a tradition of it. Here’s my fresh list of ten innovative thinkers and doers in the world—and I mean the wide world—of B2B marketing which, for most companies, involves a global scope. Our discipline is blessed with a lot of talent and plenty of new ideas. Hats off to them all! friends. Thanks, Laura!
How to simultaneously attract new prospects and retain loyal customers
JANUARY 16, 2017
One of the challenges business owners face is attracting new customers while trying to retain current customers. Choosing where to spend your energy and how to divvy up your time between the two can be challenging. B2B companies tend to focus more resources on attracting new customers than retaining current customers. Should they be two separate initiatives, or can they overlap? Sealed the deal.
Paid online influencer marketing is fully mainstream
JANUARY 24, 2017
Over New Year’s I attended Renaissance Weekend down in Charleston, South Carolina , to be among the world’s most innovative, accomplished, successful, and disruptive experts from across a panoply of academy, experience, and expertise. Among the tools include sponsored website links, native advertising, sponsored posts, sponsored reviews, product placement, and influencer marketing.
Has your Twitter engagement recently dropped?
JANUARY 3, 2017
In the last couple weeks, the notifications I have been receiving via my @chrisabraham Twitter handle have plummeted. Serious chirping crickets. Here’s what I discovered and what I did to resolve the issue: first, be sure you’re on your Twitter Notifications page and then check on the Notification Settings : Then you just have to choose how noisy you want it. like it nosiest!
5 tips to help you make business decisions that get results
JANUARY 6, 2017
Small business owners tend to do it all and wear all of the business hats when running their business. The owner often acts as the marketer, operations manager, and human resources manager all at the same time. When it comes to the myriad of decisions to make, it can be stressful to feel the pressure of making the best decision to ensure your business has a profitable existence. Relax.
5 ways to use graphics to illustrate a complex idea
JANUARY 11, 2017
One of the biggest challenges of any industry is explaining complex ideas in a way outsiders can understand. Whether a startup is trying to lure investors with a business plan or a department is trying to train other teams on their processes, specialized concepts can get complex and frustrate both the teacher and learner. Images Break Up Text to Aid Comprehension. Image via CopyPress.
10 most inspiring digital marketing stories of 2016
FEBRUARY 3, 2017
Digital marketing is an umbrella term for the marketing of products or services using a digital strategy, technologies and tactics that include search, paid advertising, social media, and many other properties. But channels and technologies don’t do justice to the ways some brands are putting it all together. Here are the 10 most inspiring digital marketing stories of 2016. Like this post?
Buy domain names for all your pages, products, and services
FEBRUARY 21, 2017
Infomercials and commercials have become smart. They’ve always given viewers unique promo codes 800-numbers, and “tell the operator you saw us on WXYZ.” ” Well, it took forever but campaign-focused, product-focused, marketing-channel, and product-focused domain purchases seem to be the easiest way to do it. It’s short and dedicated to the one page. Now they all do.
Don’t screw up your social media listening
JANUARY 30, 2017
Let me guess: your company has an outstanding social media presence. You do social listening every week. You have an 80% Share of Voice. You have a ton of retweets that showcase your “reach.” Sound familiar? Very few are using it for what it should be used for–to gain market intelligence and to better understand your customers. You don’t want to just listen to yourself! That’s absurd!
Stop doing short-term digital campaigns
JANUARY 25, 2017
Regular readers know my work focuses on building more relevant content for the target audience. One of the common objections to this goal is that it is very difficult. How do I know what my audience needs? How do I build content to meet their most pressing needs? How do I get this content in front of them in a timely manner? Our book, Outside-In Marketing , is full of answers to these questions.
Why every business needs a social media business audit
FEBRUARY 17, 2017
Not active on social media? You are losing ground to competitors. But you already know that. While your business may be posting to social media and doing all the right things, you must regularly assess where you stand on your most important social channels. Or, you will struggle to consistently improve your social strategy. Step 1: Start the audit. Note each social channel where you have a profile.
Interesting content marketing trends to watch for in 2017
FEBRUARY 9, 2017
Strategic content marketing is an integral part of successful businesses, both local and globally. Companies can no longer rely solely on face-to-face sales or word-of-mouth advertising. This platform presents a phenomenal boost to businesses of all types. Almost all your colleagues and competitors have developed a strategy for business growth, with content playing a key part. Document the concept.
PSA: your virtual online friends are part of your family
JANUARY 31, 2017
I recently spent a ten-day stint in Alexandria Hospital. Amazing docs, nurses and techs. No matter how much I try to diminish the import of my time in a buttless gown and adjustable bed, ten days is ten days. While I was there, I felt vulnerable, embarrassed, self-conscious, and stupid. So, no social media check ins, no Facebook Live , no Twitter , and no YouTube vlogging. Oh, they all were pissed.
Is your marketing focus internal or external?
JANUARY 20, 2017
If your marketing focus is on your products, your sales prices, your funnel, and your outcomes, you’ve got a problem. All the “yours” in that last sentence should be a pretty obvious clue. Your (ahem) primary focus as a marketer has to be on the needs and attitudes of your target market. Every other decision flows from what you know about your clients and their needs. Like this post?
The B2B Demand Gen Marketing Playbook
Digital futurism, machines that learn, and the end of (our) jobs
JANUARY 10, 2017
The holiday season and the first few weeks of every year is a time to reflect on the old and getting ready for the new, with no shortage of predictions about what the future will bring us. One of the things “the old” can teach us is how bad we are at predicting the near future. We know what the future will look like, but we don’t know exactly when that future will happen.
Five levers of relevance for digital authors
FEBRUARY 23, 2017
In my last article, Stop doing short-term campaigns , I said that cognitive effort was the “lever of relevance.” ” Several people have asked me what this means. Because it is fundamental to my work, I thought I would write a whole blog post about it. First, a lever is something you use to do a lot of work without a lot of effort. have written a book on this topic. ” etc.
Branded content just another shade of fake news?
JANUARY 27, 2017
Remember blogging for business? Better still blogging by brands? great deal of what we now call “content marketing” can be traced back to basic business blogging where a brand built audiences by attracting informed search to valuable, relevant content. Much of it is nothing more than thinly-veiled traditional market messaging delivered through a new channel. Is it valuable and relevant?
Social media strategy leaders: Robert Bochnak
JANUARY 17, 2017
Hello, Bob ! Can you please describe your professional background? How has your education and career brought you to where you are now, a leader in social media strategy? I am the Director of Social Media for the Harvard Business School Office of Alumni Relations. Before working at Harvard, I worked in communications for the Boston YWCA and Tufts University Graduate School of Arts and Sciences.
How brands use promotional clothing [infographic]
JANUARY 13, 2017
The British Promotional Merchandise Association (BPMA) often surveys people who have received promotional products to gauge their effectiveness! Their research helps to show businesses how well-branded merchandise can help promote your brand and increase sales. This particular research survey we are featuring today is about branded clothing gifts such as t-shirts, hats, staff uniforms, etc.
Three 2017 B2B sales and marketing video trends: it’s time to make your move
FEBRUARY 6, 2017
Here’s where I think B2B sales and marketing video is headed this year. More conversational. Less advertorial. More formats. More interactive. think the traditional categories of testimonial, webinar, explainer, etc. are becoming less relevant. What’s important is using the medium effectively. Here are a few ideas for different kinds of video. More conversational, less advertorial.
What promotional products are on your desk? [survey results]
FEBRUARY 15, 2017
When it comes to promotional products, there is one thing for sure, this marketing method and advertising tool has stood the test of time. Even in today’s highly competitive digital marketing and advertising field, promotional products are still relevant and an effective means of promoting your brand and increasing sales. Here are the survey results: Which best describes your job title? 89% pen.
The fake news lesson for marketers: You will be a victim
JANUARY 18, 2017
Fake news made headlines during the election, but the phenomenon is nothing new to marketers. Just ask Procter & Gamble (P&G). In early 2010, P&G’s rollout of the most dramatic improvement to its Pampers diaper brand in a quarter century was sidetracked for months by a loosely organized Facebook campaign that claimed that the new product caused diaper rash. Prepare a response strategy.
Everything you need to know about user guides and manuals
FEBRUARY 8, 2017
Sooner rather than later, the Internet of Things will connect us all into a global network of intuitive devices, designed especially for our convenience. Even as we speak, smart technology is reshaping the way we live and work–with appliances, gadgets, and gizmos being omnipresent, a basic kind of technical knowledge is mandatory. What is a user guide? Why are they important? Adjust your language.
Social media strategy leaders: Kerry Gallagher
FEBRUARY 10, 2017
Introduction to the Interview. Welcome to the next post in a series celebrating leaders in social media strategy. These professionals are pioneers, laying the groundwork for future social media marketers. I’ve spoken with leaders in media, marketing technology, higher education and now finance! I am happy to introduce Kerry Gallagher , AVP, Social Media Manager at Citizens Bank. Welcome Kerry!
5 reasons B2B firms should invest in social media
JANUARY 26, 2017
Over the last ten years, there has been a profound change in the way business people make buying decisions, and social media is at the heart of this. Where buyers used to rely on conversations with sales people or subject matter experts to help them understand their problems and ways to solve them, they’re postponing one-on-one communications and doing much of the research themselves. Research.
How a brand audit could revitalize the Democratic party
JANUARY 23, 2017
Since the presidential election, Trump has dominated the news with his Twitter comments, controversial cabinet appointments, and extraordinary views on major issues for 2017. What we don’t hear much about is the Democratic Party and whether their current values still resonate with enough voters to be successful in the future. Maybe it should re-brand itself? thorough brand audit would help.
Digital marketing directions: key trends driving digital in 2017
JANUARY 12, 2017
Are you confused and frustrated by the rapid pace of change in digital marketing? Do you find yourself struggling to get ahead or sometimes feeling that it’s hard to even keep up? In this free 30-minute Biznology® webinar below, Tim Peter tells you how to anticipate, analyze, and adapt to the changes coming to search, social, and content marketing in the New Year. Thanks to all our sponsors!
There’s nothing in the middle of the road but yellow stripes and dead armadillos
FEBRUARY 7, 2017
Will taking a side and taking a stand benefit your business and brand or will it destroy you? Of course it depends on your client base. Do you make artisanal kim chi-making kits on Etsy ? You could pander to your base as a marketing decision. Then again, birds of a feather work together. You don’t need to become Mark Zuckerberg. Like I always say, you are your work clients’ BFF.
Why does Facebook want to build a phone?
FEBRUARY 1, 2017
Recently, CNET reported that Facebook might be working on a phone of its own. All the cool kids are doing it. Apple was the first, and is the coolest kid on the block, but Google ‘s Android phone has a higher market share. Google is sticking with attempts at hardware, the latest with the well-received Pixel. Microsoft is still trying to move the needle on its Windows phone. Like this post?
Knowledge management in the age of social media
FEBRUARY 20, 2017
Ever since the days of MySpace , it became pretty clear that social media platforms have a bright future ahead. This became further clear when networking platform Facebook was launched and became an instant hit. In other words, the social media world has expanded rapidly in the past few years. People are using it to post and share a variety of content. Social media trends. billion active users.