Biznology

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6 assumptions push marketing gets wrong

Biznology

Digital is a literal medium that only works if you build trust and loyalty with your audience by helping them get the information they need. For example, “Four out of five dentists surveyed…” says nothing about how the research was done, how many dentists were surveyed, etc. This is why we emphasize keyword research as the primary way to learn the audience.

Why don’t more marketers use keyword research?

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Any individual can do keyword research with readily available tools such as Google’s Keyword Planner or Trends. So the first step in any keyword research program is to build a central database of keywords and develop governance around them. For each step in the journey, keywords indicate what topics need to addressed to satisfy the persona’s information needs.

New Year’s resolutions for digital marketers

Biznology

But they use data to inform and improve what their instincts suggest. Have you tried researching your product or service with “ the beginner’s mind “—or better yet, watched actual customers do the same? 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. They focus on testing.

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How to reach your customers at work or at home

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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. To validate the match, they conducted research into a sample of the linked records, and found a 97% accuracy rate. Have you ever wished you knew more about the consumer side of your business customers? Like this post?

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. 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. B2B Marketing. know which half." Look for.

Why account-based marketing is a game changer for Japan

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I am defining ABM as “strategic marketing that aims to maximize sales revenue from defined target accounts, by integrating customer information within the organization and aligning marketing and sales.”. A new business solution will only be adopted if it emerges from research and analysis at the middle management and worker levels. I posed six questions to Mr. Niwayama. No plans now.

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.

Five levers of relevance for digital authors

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In the case of information, the work involved requires cognitive effort. This is why I emphasize keyword research to understand topics of interest to our audience. Keyword research gets you in the game, cognitive levers help you win it. Obviously, the experiences you create are not like Twitter in the sense that you have control over the information flow. ” etc.

Better built than bought – how to build your email marketing list

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Examples of lead magnets include informational articles, informational videos, how-to guides, worksheets, and any information that is clearly and obviously not sales material. Even if the “comparison of widgets” you produce is 100% legitimate in its research, it will be viewed suspiciously if your widget just happens to come out on top. Here’s why. Do I know you?

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. 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. B2B Marketing. know which half." Look for.

Five habits of highly-effective entrepreneurs

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Since birth, 918 New Zealanders (now in their 40s) have been the source of data for a research project looking at the relationship between genetic profiles and success , cleverly dubbed the “success gene theory.” However, the research indicates that the relationship only accounts for a few percentage points in variation and that there are many other factors that determine one’s success.

10 Marketing trends to watch for 2017

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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.

50 Facts about online consumer behavior not to ignore

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81% of consumers research online before buying. ( 96% of consumers have searched for product information from their mobile device. 94% of B2B buyers research online for purchase decisions. 89% of shoppers do online research before purchasing an item in-store. 79% of shoppers feel empowered by technology because it provides access to information. (GE GE Capitol ).

Increasing customer engagement with videos just got easier

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A similar approach to increasing engagement is to make the key information in your videos easier to find. For example, if people are visiting your website to research a solution, wouldn’t it make sense to have your best people answer the questions they are most likely to ask — and in a user-friendly video format? It’s getting the customer involved. Skip intro. Like this post?

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. 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. B2B Marketing. know which half." Look for.

Search: The art and science of identifying your target audience

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And if they don’t act accordingly, at least you have the data, research, and insight to back up your investment decisions, right? 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”? With digital, marketers have access to more data and insight than ever. Tons of volume!

Socialize your videos for business development

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Buyers crave the information and new ideas that your subject matter experts can share. Packaging your SMEs in two-minute — or thirty-second — chunks will provide a long-lasting research resource for future buyers. If it’s a video for business development, its only goal should be to get the viewer to seek more information. Use Video to Activate Other Media. Video blogs.

Are you using your website search as customer research?

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Using that information to plan improvements to the content on that page is one of the fastest ways for you to improve the page. For information on all my online courses, click here. The post Are you using your website search as customer research? Sounds pretty cool, huh? I mean if you knew that, you’d know exactly what you want to update to make the page better, right?

Credible or not? 5 questions to evaluate research sources

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It linked to a blog post covering a topic I’ve been researching for a client, and the study it cited is just what I need to prove our point. If you are trying to establish your brand as a thought-leader, relying on weak sources of research to make your point isn’t going to bring you closer to that goal. Can you link to the original research and verify facts from other sources?

The crisis of message credibility and impact on brands

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Geoffrey Nunberg , a linguist at the University of California, Berkley School of Information , emphasizes that “words must be exactly right when describing statements that fall short of the truth.” A survey in 2016 by Radius Global Market Research among 1,212 adults revealed that: 54% of respondents felt deceived by native advertising. Words do matter. There are many expressions (e.g.

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Branded content just another shade of fake news?

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A 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. Remember blogging for business? Better still blogging by brands? Much of it is nothing more than thinly-veiled traditional market messaging delivered through a new channel. Is it inbound ?

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Your team is the best content source for search

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You already can write you and your buzzwords and all the stuff you’ve learned from your expensive and extensive keyword research, so don’t. 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. Admit it.

How long should your online business video production be?

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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. As most B2B sales need human interaction, once that prospect is talking to you in person, their research continues. They want more information and need to see and feel the expertise that your team brings. 180 seconds?

Promotional products: making them effective branding tools for your business

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Research Shows the Positive Impact of Promotional Products for Businesses. They publish this research to help companies understand the power of promotional products as part of their advertising and marketing mix. Here are 5 reasons based on their research and surveys why you should at least try out a promotional product campaign in the near future. 60.1% 34.3% Like this post?

Content marketing personalization: know your audience

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Popular tools and concepts you’ll hear about include voice of customer (VOC) research, creation of customer persona, and developing customer profiles. As you can imagine, this is incredibly valuable information. It simply means that those interviews should be supported by other research. Let’s face it: if you’re not doing the research, you are guessing. Far from it.

Let the market view in

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They have a point of view, are comfortable with their perspective and only accept information that confirms their opinions. In addition to an over reliance on biased but readily available information, many marketers suffer from an “internal out” view of the world. There have always been marketers who rely on subjective data and unsubstantiated hypotheses. Like this post?

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Why SEO is just the start for digital marketing

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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. If you have scientific research proving your design catches more mice more quickly, use it. Congratulations.

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Social media strategy leaders: Lisa Marcyes

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It took several months of research, but it turned out to be such a huge success! With 55% of B2B buyers doing their research by using social networks, social channels provide a real-time platform where buyers can share information, research products, and make informed decisions when it comes to their purchasing decisions.). Welcome, Lisa ! MKTGnation Summit.

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Social media marketing isn’t a popularity contest

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McKinsey & Company’s research highlights examples of the 3 core marketing elements for reaching your followers on their social consumer decision journey. 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. In actuality, that is not always the case. Summary and Conclusion.

10 case studies show how web analytics prove ROI

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Research helps make decisions like whether target keywords should be “golf apparel,” “golf clothing,” “golf clothes,” or “golf sportswear.” As a result of the research, Nike Golf sees a 169% in total increase in organic search traffic. PBS wants to develop a coordinated approach to analysis and reporting that would inform their future strategic decisions. Who does it well?

B2B Marketers still struggle with lead nurturing

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Granted, these words were put in their mouths by Bizo researchers, but it’s troubling that the power of lead nurturing still seems to be under appreciated. The tone of the messaging needs to be informative and helpful, instead of sales-y. Ask for a response, to collect additional information and feedback, always moving toward that qualification stage. This is a mistake.

Six strategies behind the trend in B2B client conferences

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SiriusDecisions, the marketing consulting firm, views its popular Summit as a place to deliver fresh research to its clients, as part of its paid advisory service. 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? This got me wondering.

The best automagical Twitter following tools for your business

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If you haven’t read them yet, be sure to check out Social media content discovery and curation for the win , Your social media marketing automation solution , My online influencer research and engagement process , and Tools I use to amplify social campaigns. Keep your feed clean of out-dated information that can confuse people. More on that later. ManageFlitter. 1 per day.

Why you should consider centralizing your search keyword lists

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Every major function in marketing and communications needs keyword intelligence to do their jobs: Market researchers need the right keywords to listen to the whole conversation and find the most influential voices in it. Market research used the words to tap into existing conversations and develop talking points for messaging. Photo credit: Wikipedia. I could tell you how that works.

The big challenge for big brands today: authenticity

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Instant access to endless information and objective feedback from friends has enabled consumers to seek and find the truth behind such promises. A report from the research firm, Mintel, indicated that about half of American shoppers trust smaller companies to do the right thing, compared to only 36% for large ones. But the internet has changed the ground rules. Like this post?

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Essential SEO advice directly from Google

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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.

Your website is wearing mom jeans and shoulder pads

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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.

Content Marketing: content strategy beyond marketing and sales support

Biznology

Market Research / Product Pipeline. Get them the information they want as quickly as possible. Make the information and materials your clients need available to them 24/7 and that convenience becomes a part of your brand. Content Marketing market research branding product pipeline operations optimizationHere are a few areas to consider beyond the sales funnel.

The challenge of authenticity

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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. This is a harsh truth, but it is borne out by research. Personal brand and corporate brand.