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How to simultaneously attract new prospects and retain loyal customers

Biznology

Interview them informally by asking good questions at the right time. 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.

The state of B2B marketing in Asia—moving toward digital

Biznology

These new ways of engaging customers require new streams of content, from thought leadership, to tips and trends, to bite-sized product and customer service information. David also serves as chairman of the Digital + Direct Marketing Association of Hong Kong. He kindly agreed to share his perspective on B2B developments in Asia. What’s the state of B2B marketing in Asia these days? .

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Stop over-complicating your customer information

Biznology

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.

How storytelling can shape the corporate brand and culture

Biznology

Technology has transformed our world into a data-obsessive circus where information is unbelievably accessible, connectivity is constant, and unpredictable events always surprise and engulf us. With so much information and multi-tasking surrounding us, it has become a challenge to restore simplicity, clarity and focus in our communications. Call this extreme clutter and volatility.

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 john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

11 inspiring case studies of digital transformation

Biznology

This new application provides a stream of information to UA that enables them to immediately identify fitness and health trends. 88% of companies report they are undergoing digital transformation (source: Altimeter Group ). 25% of companies have a clear understanding of new and underperforming digital touchpoints (source: Altimeter Group ). INNOVATION: Innovate by rapid experimentation.

Social lead validation—the missing ingredient from most inbound LinkedIn marketing programs

Biznology

The people who said “yes” to a call was just looking for free information, to network, and maybe refer the company. This shotgun thinking assumes that getting the sales information “out there” may eventually lead to a sale. All sales leads are not equal. They don’t want to waste time and money like the companies that Straight North recently evaluated. Like this post?

7 key roles in digital marketing

Biznology

This is sometimes called information architecture (IA) or client experience (CX). I recently had the opportunity to speak at a Fairfield County, CT, AMA event. It was a lot of fun presenting Outside-In Marketing to local executives and students at UConn Stamford, which hosted the event. In the lively discussion that followed, the best question was about talent. Content strategist. Analyst.

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All your best content may now be considered fake news

Biznology

Now, as a direct result of the firestorm that has erupted against the firebrand, news, content, media and information are allegedly being filtered out of reddit and Facebook. Information wants to be free and newspapers, basic cable, and broadcast radio and television rely on subscriptions and advertising to support their top-heavy and laborious 19th century business models.

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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 john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

New Year’s resolutions for digital marketers

Biznology

But they use data to inform and improve what their instincts suggest. Your customers now carry more computing power and access to information in their pocket than we’d even imagined possible just a few years ago. Since this is my first Biznology post of the year, it seemed appropriate to think about some New Year’s resolutions for digital marketers as you head into 2017. We did.

How to reach your customers at work or at home

Biznology

StiristaLINK’s files are pretty sizable: 20 million B2B profiles are enhanced with consumer information, and 55 million consumer emails are linked to a B2B profile. I’ve been thinking about some of the things a marketer could do with this new capability. Have you ever wished you knew more about the consumer side of your business customers? Access hard-to-reach segments. Like this post?

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Search: The art and science of identifying your target audience

Biznology

Think about it: how often do you search using something like “I am a CMO with fourteen years of experience looking for information related to digital marketing”? And if they don’t act accordingly, at least you have the data, research, and insight to back up your investment decisions, right? With digital, marketers have access to more data and insight than ever. Search is a critical piece.

Increasing customer engagement with videos just got easier

Biznology

similar approach to increasing engagement is to make the key information in your videos easier to find. Content Marketing Digital Technology Social Media Marketing Apple chapterization customer engagement FAQs Hapyak html5 interactive video iOS 10 key information QuickTime Randy Tinfow Vidyard Wistia YouTubeIt’s getting the customer involved. This is unbelievably easy to do.

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10 Marketing trends to watch for 2017

Biznology

Be sure to follow this trend and look into tools that will help you process all of the valuable social analytics information that is out there, waiting to be mined. As the end of the year approaches, it is time to look back on the year in marketing and analyze the trends we should expect to see in the coming new year. Here are 10 of the marketing trends to watch for 2017. Visual content.

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 john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Content marketing data: It’s not geeky and it’s not boring

Biznology

But even as data is frequently much more accessible than it had been, most marketers still think of it as a necessary evil or something that simply doesn’t help them unless they’re a Fortune 500 CPG firm with huge pools of information to work with. In reality, even small businesses can benefit from a better understanding of how to use the information they’re already gathering.

The more the messier for content marketing SEO success

Biznology

The genius of letting a few days go by before the first deep editing is that all the mistakes, all the informality, and the colloquialisms of we the rabble, pre-spit-polishing and detailing. You need to spend only 20% of the time you do on your content marketing and marketing SEO than you’re doing — at least for now. Leave everything else as close to as-is as possible. Please.

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Modeling B2B video content on micro-learning

Biznology

The idea is that you can reduce cognitive overload and increase retention by chunking information. Designed for exact moment-of-need—the right information at right time. The goal is to persuade the viewer to seek more information. What is micro-learning? It’s said to be a “learner-centered” approach. Micro-learning course design. In eLearning, a “chunk” is five minutes or less.

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IT buyers are calling for a change in how you market & sell to them on LinkedIn

Biznology

Don’t just throw out speeds and feeds and basic product information–actively strive to produce content about the capabilities of your technology, discuss the business impact it can make WITHOUT talking about your brand as the only option. Yes, I’m saying that the marketing standard of giving value after the fact needs to change! They want a relationship based on real, up-front value.

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

Biznology

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.

50 Facts about online consumer behavior not to ignore

Biznology

96% of consumers have searched for product information from their mobile device. 79% of shoppers feel empowered by technology because it provides access to information. (GE Capitol). Consumers spend an average of 79 days gathering information before making a major purchase. (GE Capitol). 60% of consumers prefer to share their information about the products with others online.

How even social media & social selling experts are getting LinkedIn wrong – Part 1

Biznology

Notice that this is the same old information, just written by another author. Click here for a sneak peek inside the information I’ll be sharing – and click here to sign up for my webinar. In previous posts, I shared how CMOs at Xerox, Lithium, G2Crowd, Wiley, and XOJet are getting LinkedIn wrong as they simply focused on brand awareness, reach, and filling the funnel. Like this post?

14 key facts on website speed and 4 top tips when it ‘s slow

Biznology

Generally, your website accesses this information in one of two ways: in an external file, which loads before your page renders, and inline , which is inserted in the HTML document itself. Website speed has long been recognized as a important factor that impacts search engine rankings. And a top factor in Search Engine Optimization  (SEO). Is website speed a concern for your site? Yahoo! ).

Influencer marketing is one percent inspiration, ninety nine percent perspiration

Biznology

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).

Outside-in marketing: a pragmatic approach to content marketing

Biznology

Marketers need to integrate search query, social listening, persona, web analytics, and even CRM data into one model of customer behavior that informs content.  . Content Marketing is rapidly growing, but is often done poorly. People think they have to publish content regardless of the needs of their target audience, at a pace no one can possibly consume. Don’t worry. Like this post?

Socialize your videos for business development

Biznology

Buyers crave the information and new ideas that your subject matter experts can share. If it’s a video for business development,  its only goal should be to get the viewer to seek more information. People spend more than 100,000,000 hours every day  watching video on Facebook , which will soon be 100% video, according to Mark Zuckerberg. Use Video to Activate Other Media.

5 ways to use graphics to illustrate a complex idea

Biznology

Long paragraphs of text can lose people, and readers can start skimming and miss important information. They’re able to cover all of the information they need to during the class, and the slides help students remember. One of the biggest challenges of any industry is explaining complex ideas in a way outsiders can understand. Images Break Up Text to Aid Comprehension.

Am I connecting with my customers enough? 10 tips for customer outreach

Biznology

Maybe they respond well to humorous posts and ads, or maybe they prefer informational correspondence. If you run a retail business or a restaurant you may want to inform them about weekly or monthly sales and specials. How’s your customer outreach? You might be looking at how to secure new customers and follow up on leads, but are you also keeping your existing customers happy?

4 Ways to really engage your customers on social media

Biznology

You can always get new traffic to your social pages when you post information about current events, from an event to a holiday.  It isn’t too tough to get your fans to like and share your posts on social platforms, but it is trickier to get them to leave comments. People want and like a better customer experience, so make sure to give them one if you want to really engage them.

5 tips to help you make business decisions that get results

Biznology

Collect all of the basic information that impacts your business. It’s essential–you don’t want to miss important information that might impact how you run your small business. It’s also good to gather information so you can eliminate opinions that others have when you present the facts. Know everything about your business. Learn from your mistakes. Become results-driven. Relax.

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10 essentials missing from your business website

Biznology

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.

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

Biznology

Think of all the use cases: the story that you have in your organization that give buyers information that they need to hear and understand before they buy from you. It was much quicker to “say” this information than to write it. Why a Video First content marketing strategy makes sense. Back in 2005, we mostly used the internet for browsing. Forget about video! Take

Data Security: Spotting a scam before disaster

Biznology

million in 2015 to $4 million in 2016, and the average cost to a business for each lost or stolen record of sensitive and confidential information rose from $154 to $158. Data is everywhere, and as long as it’s out there, hackers will try to get it. If your company falls victim to a data breach, no matter how large or small, you lose money and customer trust. Set a Company-Wide Policy.

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Are you taking advantage of B2B marketing data?

Biznology

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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Your team is the best content source for search

Biznology

Additionally, if you break it down into smaller pieces or even single perfect bites, you can make the whole endeavor seem more exclusive, much more special, and you’ll also be able to retain a lot more of the information and context of each interview you do because you’ll be doing this entire project in series instead of in parallel. Admit it. That’s smart. Jimmy Fallon?)

How a smarter website can improve your marketing effectiveness, Part III

Biznology

Those calls to action can be information requests, question submissions, white paper downloads, etc. Over the past few months, we’ve begun and dug deeper into our exploration of smarter websites and their potential to improve your marketing results. How a smarter website can improve your marketing effectiveness, Part I. How a smarter website can improve your marketing effectiveness, Part II.

Why don’t more marketers use keyword research?

Biznology

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.”

How long should your online business video production be?

Biznology

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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Promotional products: making them effective branding tools for your business

Biznology

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.