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Stop over-complicating your customer information


The post Stop over-complicating your customer information appeared first on Biznology. Content Marketing Digital Marketing buyer journey buyer persona customer informationFor some reason, we’ve decided that these two ways of understanding customers are completely separate, complicated, and require immense training to do properly. The Buyers Journey is much more fluid.

Influencer marketing is one percent inspiration, ninety nine percent perspiration


The informational microsite. 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).

Are you taking advantage of B2B marketing data?


know a lot about digital data, but Ruth and Theresa took me to school on all the ways to put together a customer database using traditional means. I was amazed at the wealth of information here. Frequent readers know that most of my marketing experience is B2B rather than B2C, and that virtually everything I do is data driven. Wrong. And that was just in the first couple of chapters.).

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Why don’t more marketers use keyword research?


For each step in the journey, keywords indicate what topics need to addressed to satisfy the persona’s information needs. Every customer journey will have keywords, persona information, digital analytics, and product or service data, with related products or services listed for cross sell or up sell. When my wife heard it, she said they sound like the “Click and Clack of tech.”

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

However, anecdotal comments only give us a glimpse of the information we need. And sometimes, the information we get is a complete outlier pointing us in the wrong. But without the context of multiple points, they do not provide enough information to guide the creation of new content. specific information.” Stop Killing Your Content: 3 Reasons Your Content Falls Flat.

10 essentials missing from your business website


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. Depending on your type of business website, you can add a contact form that sends messages straight to your email inbox or allows customers to request and order specific information or products. Better Comments Setup.

Social media, echo chambers, and the decline of discourse


When I fell in love with social media a decade ago, I was convinced that media democratization would be the best thing for informed political discourse since the invention of television. Empowered with boundless information, we would make more informed decisions based on consideration of many points of view. How did access to information actually make us less informed?

Is there such a thing as “too much data”?


Information is getting easier to gather as technologies evolve, but what do we DO with that information once we have it? Most people would agree that information overload is a real thing that can be overwhelming and lead to decision paralysis. More information does not necessarily bring us closer to our goal. Information needs to be clear, concise and consumable.

Online Engagement is about the trip not the car


” The Information Superhighway is There to Help. Social Media Marketing California information superhighway Johann Wolfgang von Goethe marketing online engagementWhat do you do? Do you wait until you can scrape together enough money to buy a new car or a camper? On a teacher’s salary?  (By then, your daughter’ll be out of the house and it’ll be too late!).

Content Methodology: A Best Practices Report

feedback on its content from financial advisors via surveys that, in turn, inform the. personas already seek information relevant to. and informative content, or utility content—and. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I.

What’s the killer app in B2B marketing? Face-to-face events


So make sure you focus on how you will capture contact information, and make a record of what happened during the conversation, and what your team should do to follow up. It’s not digital, except tangentially. But, year after year, events like conferences and trade shows consistently show up at the top of the list.  Why is this the case, and what does that mean for us marketers? Bingo.

What’s new in content marketing?


Delivery of informative content will establish you as an authority within your industry. Content marketing is the technique of generating and distributing valuable and relevant content in order to attract, educate, and obtain a target audience with the goal of driving profits via customer action. Competition can be fierce which is why staying ahead of the curve is vitally important.

Is your website’s newsroom missing key pieces of content?


If one of your company’s goals is to gain media attention, then your website can be a supporting factor with the information that the press and even your customers might be looking for. Sending out press releases and advertising on a regular basis will garner the attention you are looking for; but what happens if they come to your website looking for information? Contact Information.

Why SEO is just the start for digital marketing


Of course, some will take the valuable information you’ve offered and you’ll never hear from them again. Your goal isn’t to publish valuable information for free. Your goal is to gain trust and build or strengthen a relationship by publishing valuable information. Congratulations. You’ve won! Why in heavens not? Oh, right: traffic doesn’t pay the bills. Customers pay the bills.

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Content Marketing Playbook: Strategy and Roadmap

of information. The primary source of information is specialized. source of information is specialized investment media and financial. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.

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


Getting an audience involved in your story requires solid information architecture, a great user experience, and compelling content. Andrew Schulkind recorded a webinar on how to make email marketing campaigns work for you. That need is particularly crucial early in the process, when prospects aren’t yet open to talking to a salesperson. But how do we create email campaigns that work?

How long should your online business video production be?


We watch online videos to get informed and make decisions across every stage of the purchase cycle… and this trend will only increase over the next few years. They want more information and need to see and feel the expertise that your team brings. So what this means is that your next and current clients love watching videos on your website, blog, email and social media channels.

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The challenge of authenticity


This means learning their information needs and using that data as the basis of what content you should write and how you present it. This was true in print and is even more apparent on the web, where you only get found if your writing is relevant to someone’s information journey. How to write content that is both outside-In and authentic to your brand. Like this post?

Time to abandon spray-and-pray lead generation


Predictive analytics can be used to qualify people based upon the characteristics or behaviors they exhibit without asking them to explicitly give up any information. 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. Only two remembered registering for the event.

Staffing and Launching Your Content Marketing Program

and information. give you information you can’t find anywhere else on the. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY17 This is another step that should be informed by the. INFOGRAPHIC Graphic visual representation of information, data, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 3 II. growth.

What is Social Media Marketing?


This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.” For years, I struggled to explain to my mom what I do for a living. Now, I struggle to explain what I do for a living to my friends. The onus is on me because I am the expert in communications.

Tools I use to amplify social campaigns


I am surprised how much of a one-man band I have become through social media thanks to a little help from my friends. Here are the top social media applications I use in order to help lead my clients and my own brand through all the background noise and into the spotlight. It’s no longer okay to just drop links into your social media stream from Mashable or the Huffington Post. Engagement!

Promotional products: making them effective branding tools for your business


Here is a breakdown with more information on each of our three “rules” for choosing effective promotional products. Promotional products have really stood the test of time in the marketing world. You know them: they are those branded gifts that have your company’s name and or logo on them. They are one of the oldest forms of marketing, advertising, and branding. Useful to the recipient.

The best automagical Twitter following tools for your business


Keep your feed clean of out-dated information that can confuse people. Now, we’re on to automating Twitter following, following-back, and unfollowing. More on that later. Here’s my list: SocialOomph. I’ll admit that I mostly use SocialOomph for their very handy auto-tweeting tool (I discuss it in detail over here:  Your social media marketing automation solution ).

Content Strategy for Marketing

pushing products through mass media has been upended, as consumers, empowered by information, are demanding. Content. Strategy for. Marketing: Sustainable, Scalable, and Sale-able As the web weaves into every aspect of your customers’ lives, they expect the. right content in the right place at the right time. Content as an afterthought or. even as a one-time campaign no longer works. You’re.

Enterprise gamification is a spoon full of sugar


When I worked as a contractor to the Chief Information Officer (CIO) of the U.S. Department “Just a spoonful of sugar helps the medicine go down. In a most delightful way” — Mary Poppins. Gamification. ” It uses play, challenges, competition, and incentives to woo participants into gladly doing things that they’d have loathed before. Edutainment. AMPer ?

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7 tips for effective press releases


Ask if they have any questions or need any more information. 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. How can you make your press releases more effective and stand out against the rest? Summary.

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Your website is wearing mom jeans and shoulder pads


Pearson Education reached out to me to read and make make notes on Mike Moran’s  and James Mathewson’s upcoming book,  Outside-In Marketing. I go through it, paragraph by paragraph, and write notes on what comes to mind. After three chapters, I am both excited and delighted by both how much I have learned and how much I already knew. Even Your Clients’ Names Change.

Six strategies behind the trend in B2B client conferences


Our value proposition is convenient access to useful information,” says Gillespie. Have you noticed how so many B2B companies seem to be running their own proprietary conferences these days?  I can’t turn around without another customer event popping up on the radar.  AppNexus has its Summit, going on three years now. Quad/Graphics relaunched its Camp Quad last year. This got me wondering.

Evangelizing a Content Marketing Program

metrics are the core components that inform how you. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.

Social media marketing isn’t a popularity contest


million views on YouTube, Ford received 50,000 requests for information about the Fiesta, and they sold 10,000 cars in the first six days they were available. Businesses striving to bring in that lucrative ROI with social media often fall into trap of thinking that the more followers you have the more success your social campaigns will have. In actuality, that is not always the case.

Essential SEO advice directly from Google


Would you trust the information presented in this article? Would you be comfortable giving your credit card information to this site? Does the article provide original content or information, original reporting, original research , or original analysis? For a health related query, would you trust information from this site? Function follows form? No more. Like this post?

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Marketing to Millennial business buyers


Get to the point quickly (but make plenty of information available if they want it). The Millennial generation has been out in the workforce for a while now, and this cohort is now entering the stage of their careers where they are part of the business buying process. They may not all be decision-makers quite yet, but they are certainly important influencers. Let’s take a look. Tell stories.

New York’s happiest B2B database marketer


The score is based on public information—Unilever’s Foundry program, for example—to grade the top 200 advertisers’ inventiveness, on a 1 to 5 scale.  . Q: How is your data housed and accessed?   . Your model should consider data in three buckets: Contact information, like email, address, and direct phone.  . Relationship information, like the corporate hierarchy.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Tools that help monitor and measure social traffic


It is a platform that allows you to manage your social media conversations, while at the same time it analyses and interprets the information in a way that helps you plan future social media marketing campaigns. These types of tools can give you the big picture of where your traffic is coming from, who they are, and what they are doing. Channel Specific Monitoring and Traffic Tools.