NuSpark

Trending Sources

Converting B2B Leads Through Social Content: 3 Keys to Success

NuSpark

What language does my audience speak (tech, all-business, informal)? If you’re marketing to executive decision makers, keep in mind that the majority of senior executives (92%) own a smartphone used for business, with 77% reporting they use their smartphone to research a product or service for their business (from the IDG study). 3. The Power of Visual Social Content.

A CMO’s Guide to Conversion Metrics with Google Adwords

NuSpark

Values can be either the same for all conversions recorded, or it could vary (as in ecommerce-because product prices vary). AdWords is about driving efficient and profitable leads and sales to your business. Obviously search advertising is a must when the goal is to capture prospects in active research or buying mode. You can target top and bottom funnel. Top funnel. Bottom funnel.

How B2B Marketers Sabotage the Power of Case Studies to Generate Demand

NuSpark

That’s because they serve as third-party validation—real word proof of the performance of a product, service or solution. They serve as third-party validation—real word proof of the performance of a product, service or solution. He was moping around in his hotel room on a business trip, wondering if such an investment would pay off. Most are mind-numbingly dull. Include People.

How to Conquer 5 Common B2B Marketing Problems with Content

NuSpark

Which of the following is the easier product to market —chocolate chip cookies or 3D laser scanners? That’s not true of our 3D laser scanner and many other complex business to business (B2B) products, services and solutions. B2B Marketing Problem 1: B2B Products Are Complicated. B2B products are often complex and loaded with features and benefits.

Content Methodology: A Best Practices Report

they compete both against their business competitors and all content creators that vie. returns on business-related goals. Product and research divisions can provide dynamic. have on myriad aspects of the business and driving the goals of specific divisions (e.g., business goals, such as “cost savings, risk. and crisis management, or even productivity.

Facebook Business Pages; Measuring What Matters for Success

NuSpark

How’s your Facebook business page doing? Despite the wealth of data and measurement tools available, there still needs to be some clarity on what makes a successful business page, and how you optimize your content for success. As stated, there are many fine Facebook analytics tools you can pay for, and they give many insights into your Facebook business page management. 

Matching the Offer with Buyer Mindset: The Website Dilemma

NuSpark

He decides she’s the perfect candidate for a new car, so he dives in and presents his business card along with the suggestion. Buying cycle stages can be broken down differently depending on the complexity of your product or service, how it’s packaged and so forth. Their search is in high-level, discovery mode and not nearly ready to focus on any particular product. Awareness.

24 Favorite Inbound Marketing & Digital Media Buying Tools That Don’t Include Google

NuSpark

When I am not involved with business development, speaking, and my own social media marketing, I am usually on the computer with some sort of advertising, SEO, social media, or conversion optimization tool.  I’m 51, so as a former media buyer in a past life, I remember the days of typewriters, graph paper,  Arbitron and Nielsen rating books (I still have an old reach/frequency slide rule!), Tools that Cover Search Marketing, SEO, Social Media, Conversion Rate, and Content. calculators, and pencil erasers.  On the shelf were multiple SRDS books; each one the size of a phone book.  AdRoll.

Effective Social Selling = Mindset over Tactics

NuSpark

Yet according to Sales Force’s 2015 State of Marketing Report , 64% of marketers surveyed see social media marketing as a critical enabler of products and services, and 66% say that social media marketing is core to their business. The problem is in the perception of the role that social media plays in business. Some discount social altogether as a non-starter. Who’s right?

Get Real with your Search Engine Optimization; Practical Advice to Drive Traffic

NuSpark

Website goal: Content-heavy with the goal to drive traffic and sell advertising on your site, bait audiences to a newsletter or a product (or affiliate).  . Query type: Service or business solutions. Website goal: Provide a business case that solves problems; and persuade audiences to convert as an inquiry.  . It’s time to get real with this task, but not over-think it. Ratio.

How To Develop Keyword Lists for Adwords and Pay-Per-Click Campaigns

NuSpark

General internal brainstorming- review all of your products and services- what do they do, what problems do they solve, what type of buyer needs them? Mid-managers are more into specific features or benefits (efficiency, cost-savings, and productivity).  Potential customers not only know you exist but have shown an interest in learning more about products or solutions. Ways to.

Click 89

Study: How Much of Your Content Marketing Is Effective?

effective in measuring business results. only if the external publications are relevant to your business. content to business results. identified budget (34 percent), the inability to measure business. It will keep them busy for a while, but that’s. products.” I’d imagine that sentiment rings true for many marketers in all. business content. content.

B2B Online Video Marketing; Planning to Execution Best Practices for Lead Generation

NuSpark

According to a recent B2B survey from the Content Marketing Institute: About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video. Great for product or service demonstrations, especially for a complicated solution that needs video to explain key features and benefits.  A B2B Video Marketing Strategy Overview.

7 Recent or Unique Google Adwords features you should be utilizing today.

NuSpark

So then, below is a hodgepodge of newer features and unique opportunities within Google Adwords that you should be taking advantage of if it’s right for your business.    .    . 1. Have you seen some e-commerce ads with detailed listings on some of their products like below? Sometimes we get reminded of features we haven’t used in awhile, but then might be appropriate for a client.  .

The Many Roles of an SEO Professional; What an SEO Tactician Does

NuSpark

We need to know as much about your business as possible. In order to do keyword research, we need to know what words your prospects use to find your solutions and products on search engines.  Keyword tools help us identify these, but it starts from being an expert on your products and services, and how they differentiate from competition.  . We are Content Strategists.

SEO 75

Targeting B2B Companies with Online Display and Social Media Advertising

NuSpark

For this post, I’ll review the opportunity to target actual businesses and company names.  You have a product/service that specific firms may need to complement their own solutions. The keys to effective banner advertising campaigns are targeting, message, and efficient pricing models. . Really. . Why would you want to target individual firms? LINKEDIN. FACEBOOK. Advertising

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. emerged with smart products that offer features like. attention from a high level of production to. increase productivity. could fuel better business results. business results, just 10 percent of respondents. content metrics and business results. BUSINESS RESULTS? 5% 25% 22% VERY. Marketing.

How Labels works in Google Adwords; benefits of the new feature

NuSpark

Complementary keywords for the Outcomes label: Performance, Effectiveness, Productivity. Examples: “improving sales performance” “increasing sales productivity”. Labels vs. Ad Groups: Performance, Effectiveness, Productivity are all unique Ad Groups, but same label. At this early stage, you really want to think about how you can use this feature. Label: How-To. Label: Outcomes.

The Relationship between Social Influence and Customer Experience

NuSpark

Did they treat you like they valued your business? It’s the natural by-product of developing a company culture dedicated to delivering extraordinary customer experience and nurturing relationships in every channel. Who influences you, and whom do you influence? For years there’s been talk about creating “brand advocates” with social media. So how do you develop social influence?

Video Marketing; A recap of the potential platforms and placements for promoting your product video

NuSpark

The digital frontier is growing in sophistication, and companies worldwide are scrambling to find the  silver bullet  technology that will help them effectively promote their product, ideally resulting in a healthy and sustainable expansion of their bottom line. The funny (and vexing) thing is that many businesses are blind to this revolution. Fortunately, the internet marketing industry focused on video production has exploded recently. Even with the obvious benefits, these video need to be of quality that meets the polish of your own product. Get on Board!

Video 42

How to Set Up a Promoted Tweet Campaign Targeting Keywords

NuSpark

Always determine your business objectives, and if you’re going to test promoted tweets, have clear goals.  Business:  Flower Shop. Business: Ski Gear. Business:  CRM. Message:  Promote a 30-day free trial, and include a short benefit of your product within your tweet. Below is a video of how it works. click bottom right to enlarge).  .  . Retail.  . Commerce.  .

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. Don’t just talk about your product or service. What are the business and.

LinkedIn and Twitter Advertising and Marketing Options; A Primer

NuSpark

Below is a basic primer on the options for larger businesses who wish to take advantage and test these channels. Your promoted account ad appears here as well targeting users most likely to be interested in your product. If you’d like to learn more about these opportunities and how social media marketing can work for your business, please contact me to discuss strategy. Groups.

17 Lead Generation- Demand Generation 2015 New Year’s Resolutions

NuSpark

Content marketing is about sharing insights that can one day lead to new business.  . promise you’ll be more productive in the long run. Happy New Year!   I know it’s that time of the year that every blogger tries to put out a holiday-themed blog; well this is mine.   As we head into mid-decade, the state of online advertising and communication continues to be constantly evolving.   As a demand generation firm, we are consistently reading about new technology, strategy, and tactics that contribute to a client’s lead generation efforts.  Content Marketing. Get to it! . Paid Media.

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

NuSpark

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.  Give me some reasons how a blog on my site can contribute to lead generation and business growth”. People prefer to buy from businesses that seem active online and produce helpful, quality content—not just sales messages. What are your goals? From Apryl Parcher.

A hodgepodge of content marketing ideas that are unique, compelling, and lead-generating

NuSpark

Content marketing is vital to growing a business in today’s economy.  Comics are especially effective if you’re focusing on business to business marketing.  Collaborate with another business. By collaborating with a business in your industry – or even better, one that complements you but isn’t direct competition – you can multiply your content marketing reach. 

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. Don’t just talk about your product or service. What are the business and.

How Google’s New Search Results Layout Impacts SEO

NuSpark

For instance, queries regarding specific product models or brands, as opposed to informational or how-to research. It is important to note that while Google is removing the ad column on the right, the Product Listing Ads (PLAs) and knowledge panel will still keep its traditional spot on the right side. How Google AdWords’ February 2016 Changes Impact SEO. Only time will tell.

The role of public relations in lead generation for B2B firms

NuSpark

Your goal is to sell to businesses. For that, you need qualified business leads that come from a robust lead generation program. Let’s take a look at some recent research: Lattice Engines and CSO Insights report that sixty-eight percent of business are not getting enough quality leads through their lead generation efforts and blame their marketing people for it.

Negative Keyword Strategy for B2B Paid Search (PPC); How to Determine

NuSpark

When we at NuSpark Marketing put together strategic B2B pay-per-click Adwords or Bing Ads campaigns, we carefully implement a negative keyword strategy as well.  A negative keyword is a term that is used within a query that includes one of the keywords you are bidding on, but prevents your ad from showing because that “negative” keyword is not relevant to your product or service. MAC.  .

PPC 50

Stop the Insanity; A View on Social Media ROI for Lead Generation

NuSpark

Assisted conversion- social media. . I do some research for a product and visit a website from a Google search. So now we have measures to present to the C-Suite at B2B firms who prefer to analyze their business with metrics such as leads and ROI.  Don’t get hung up on ROI unless you must; but continue to understand the value of the power of social media to your business long-term. I’m a former Media Director at an ad agency.  Conferences?  I don’t believe the cost of doing a job should count into ROI calculations. I say stop the insanity.  Landing pages as well. Sales: 7.

View 62

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. Don’t just talk about your product or service. What are the business and.

A new eBook; Content Marketing Templates for Lead Generation

NuSpark

Lack of customer focus; content that focuses more on a company’s products rather than the prospect’s needs. Prospects won’t convert or give up their email address unless the content you provide is relevant to their business challenges. Here are some of the templates you get: • Situation Analysis-Business Challenges. Some of the biggest challenges we see are: 1. Content Mapping.

The missing topic on b2b digital lead generation: advertising

NuSpark

Let’s look at the mind-set of potential buyers of a b2b complex solution (with 6-18 month buying cycle, provided they enter the funnel in the first place). I use search engines because: I’ve uncovered a business need, and want to research solutions. Remember advertising?  Don’t believe it.  The channels have changed over the years; but the basic marketing principles remain. .

The A-Z Guide to B2B Lead Generation

NuSpark

Its one thing to know the demographics of your target audience; but it’s another thing to understand what makes your prospects make business decisions to purchase; the pain points; business needs; drivers; purchase cycles.  These are all those activities that together drive interest and engagement in your firm’s products or services.  Prospects are busy, and they need to be convinced in the benefits of your solutions in less than 10 seconds, or goodbye prospect. L-    Lead Nurturing.  Don’t take conversion strategy lightly. D-    Demand Generation. 

New eBook: Pay-Per-Click for B2B Lead Generation; The Ultimate Guide to Paid Search

NuSpark

So I was reading with some interest the 2012 B2B Marketing Benchmark Report from Marketing Sherpa because I always like to see B2B marketers’ top challenges in their businesses, which not surprisingly, is generating quality leads.  78% of their biggest challenge is generating quality leads.  This is the only eBook of its kind that attempts to focus on the strategies and process to manage paid search for B2B firms with complex products, or those firms whose prospects need multiple touches and lead nurturing throughout the funnel in order to become a valid sales opportunity. 

Click 57

The Secret to B2B Marketing Content That Helps Win More Clients; Buyer Personas

NuSpark

Because business people lack the resources to deal with all their problems, you want to understand what motivates them to make it a priority to address the problem your product or service solves. For example, in a recent persona project I explored with a business owner why he had put a priority on addressing fraud. He told me that his company had been hemorrhaging money, and if he hadn’t found a solution to address fraud, he would be out of business. You want to discover how the prospect views the benefits of buying the product. It’s not.  . Increase safety?

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

NuSpark Marketing is proud to offer you this scope-of-work proposal.  We aim to be true partners with you, as we take pride on our commitment to build your business.  You have an outstanding business model primed for continued growth.  We look forward to sharing the joy in taking your company to new levels. Aligning your content to your business objectives. Based on research from comScore, 85% of businesses use search during the purchasing process.  Creating adgroups (categories) and ads for each specific product/service. In essence, this is what we do.

A Lead Generation Plan Begins With Content Marketing Strategy

NuSpark

NuSpark Marketing is proud to offer you this scope-of-work proposal.  We aim to be true partners with you, as we take pride on our commitment to build your business.  You have an outstanding business model primed for continued growth.  We look forward to sharing the joy in taking your company to new levels. Aligning your content to your business objectives. Based on research from comScore, 85% of businesses use search during the purchasing process.  Creating adgroups (categories) and ads for each specific product/service. In essence, this is what we do.

10 Customized LinkedIn Communication Tactics That Will Increase Response

NuSpark

LinkedIn is a great networking tool for building your business or your career. Use the tools – LinkedIn offers many different tools to make your experience easier and more productive, but not all tools are right for all businesses. Explore and find what works for you and your business. Use professional business photos on LinkedIn. Your Profile. Your Connections.

How to Assess Your B2B Website to Increase Lead Conversions

NuSpark

Many B2B websites aren’t designed well for email capture for a specific product or service. This is a soft conversion form that typically reaches bottom funnel prospects, and you have to convince these prospects that your firm is one they want to do business with. You’ll capture them if blogs and content are thought-provoking and address business problems. Newsletters. Offers.

Market Research: The First Step to a Lead Generation Strategy; Interview with Carolyn Frith

NuSpark

Whether you want to beat them at their own game or emulate their successes, it’s best to know what your business is up against. The mistake is that business people believe they save this money if they don’t do research.  Describe how they would likely do research for your product or service.  Paul: What would you say to the business person who says “I want you to develop a content strategy but can’t afford the market research?”. Lost in all the buzz on social media and lead generation is the importance of market research as the seeds to a content marketing strategy.

MindMatrix: A Unique Marketing Automation Platform for SMB

NuSpark

It has unique features, especially with collateral messaging, that you should pay attention to.  I recently caught up with Andy Carlton,  Director, Channel Sales and Business Development at MindMatrix. The uniqueness of our product is combining marketing and sales activities all on one unified platform.  We believe this achieves tighter alignment. The small to medium sized business has much of the same needs that larger ones have and now with the emergence of cloud based software, it has become even more affordable and accessible.  Sure, Paul.  Clearly, that’s important. 

SMB 43