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Should your content generate leads or relationships?

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His business goal was to generate an ever-increasing number of leads from his company’s blog content and he wanted my ideas on what they might try to kick the number up. “Should your content be aimed at building short-term leads for cold calls, or for building real business relationships?” ” Clearly the Hubspot model is built on leads. ” I asked.

HR and social media: 7 Ways HR needs to act like marketing

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Here are some ways a marketing mindset can lead to HR transformation. 1. Why wouldn’t we provide the same kind of attention to people who want to work for us and lead us into the future? 3. Personal brand-building that leads to amplification. By Mark Schaefer. wrote awhile back that digital transformation would not necessarily be led by marketers. Talent competition. Human.

How to turn social media connections into an actionable audience

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book recommendation from a heavily-followed Twitter account should lead to a huge spike in sales, right? ” So you need to lead them up the curve. As marketers, our job is to provide these opportunities to interact with our brand that lead people up this curve toward activation. By Mark Schaefer. It doesn’t. ” It’s like a handshake. Fowler.

Three Types of Goals and KPIs Needed for Social Media Analytics

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For example, most of our clients use Facebook to capture leads or gain awareness; they’re using Facebook to meet a goal of gaining fans, followers, subscribers, or to obtain some kind of conversion. Even with ever-increasing engagement (which also leads to awareness), you’re probably still thinking, “SHOW ME THE MONEY.” Because leads can lead to customers.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

The uncomfortable state of content marketing metrics

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Not only must we measure, we must measure in the language of business: Leads, sales, cost savings, customer satisfaction. In a post titled Content Marketing – It’s About to Get Weird , my friend Joe Pulizzi revealed disappointing findings from an annual research survey. Here’s This is not good. And the worst may be yet to come. Fixing the content marketing problem. No idea.

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28 Super Easy Tips on How to Promote Your Content

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Same day — Twitter: I’ll use the Click To Tweet quotes to send out a few times later the same day, but by using the quotes versus the title these have different leads and don’t seem like I’m pushing the same content over and over (I try to have at least one quote in each post). Use pity quotes or stats from the article as a new lead. By Brooke B. Ask questions.

20 Ideas to super-charge your social media network

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That is usually overlooked, which leads to disillusionment. By Mark W. Schaefer. Behind every social media strategy you must have a content plan and a network plan. Most businesses are starting to understand the content part. But a network plan? “If you build it they will come” is a great line from a movie but a terrible marketing plan. Don’t wait for it to happen. Team up.

5 questions you should ask yourself every day before bed

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This step leads toward the grander goal of becoming an established sci-fi author. 5) What will be my starting focus tomorrow? By Mars Dorian, {grow} Contributing Columnist. I’m a vampire. You see, I’m what the German government now calls the digital solo-self-employer (if you think that’s a mouthful, wait until you see the German version). Questions, in other words.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

Break the mold: Why content marketing needs to be like a chalupa

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Hat-tip to  AdWeek for leading me to Billboard and hologram protest case studies. A few weeks ago, I wrote a blog post called “ 5 Reasons most content marketing is FAR behind where it needs to be.” ” In this post I postulated that the traditional advice that businesses need to “think like media companies” is losing steam. Thinking like a media company. Gorditas.

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3 Ways to know your prospects as well as they know you!

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Some companies get all fancy and use terms like MQL (marketing qualified lead) and SQL (sales qualified lead). Perhaps those acronyms are easier because the difference between a prospect and a lead is debatable. Lead(s) : Have shown interest AND opened up two-way conversation. How can we get to know these potential customers and turn them into leads? You could. 

Why it takes so long to achieve social media success

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While social media has many benefits including marketing research, customer service, and collaboration, for many businesses it’s primarily about building relationships that lead to sales. So yes, the immediate benefit of social media marketing is awareness and that is IMPORTANT because awareness leads to engagement. Here’s a chart that illustrates why.

A solution to the content marketing measurement puzzle

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Here is a common question I hear from many of my clients and students: My boss is looking at the leads we generated on advertising versus social media or content marketing and is questioning why he is putting money into content instead of doubling down on ads. Lead generation (not just sales but also new business connections, new employees, suppliers). Advertising works. SEO benefits.

Twitter leads Fortune 500 social media surge

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77% of the Fortune 500 companies have an active Twitter account, leading all other social media platforms. The percent of corporations with Facebook pages varies by industry with Retail (96%), and Telecomm (88%) leading the way. The percent of corporations with Facebook pages varies by industry with Retail (96%), and Telecomm (88%) leading the way. Corporate Blogs surging.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Teaching is the New Marketing

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Jeffrey Slater is currently Global Director of Marketing for Nomacorc , the leading wine closure company. Counter Culture Coffee. by Jeffrey Slater, {grow} Community Member. Of all the marketing strategies that professionals will embrace in 2016, I believe teaching and education will rise in prominence. Educational marketing isn’t well-understood, but it is actually quite simple. Udemy.

The lost blogging monarchy, the defeat of links, and the war on social media

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Their gaze goes inwards, reluctant to transfer any of their vast powers to others, leading them into quiet deaths. I would like for you to dream for a moment. What would be like if you went into cave in 2008 and walked back into the daylight six years later? You rub your eyes and look around at your surroundings. So much has changed. The start of a new science fiction piece?

The dangerous confusion of sales and content marketing

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You very likely had one of two answers: Sales, and Leads. That leaves leads—which seems more reasonable, right? If we are providing more leads, but the sales team doesn’t close those leads, we’re safe, aren’t we? Am I really a lead? If I watch a webinar to learn something, am I really a lead for that company? By Tom Webster, {grow} Community Member.

Facebook content strategy is a time bomb for inbound marketing

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Inbound marketing refers to marketing activities that bring high-potential visitors in , rather than relying on sales people having to make cold calls to garner “outbound” leads. Hubspot tends to view inbound marketing as an engine for leads. They’re not trying to generate leads for a discrete product. You get the point. Really. The goal of inbound marketing.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

How do you build a content strategy when a market is already littered with “experts?”

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So look at the whole picture and consider all the possibilities that can lead you to your value calculations. I saw this question posted at a recent marketing conference and I think it will resonate with many readers. I’ll answer it as best I can today: “My challenge is finding an authoritative voice for our brand in a cluttered and competitive category. And I like big questions.

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Are you ready for the mega-shift from social media to private media?

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You can generate qualified leads, establish thought leadership and build brand awareness for up to 1,000 attendees. Over the past few months I’ve seen a few trends coming together but I’m not sure I grasped the significance of what’s happening until a comment I recent comment from my 16-year-old nephew. The company founder insists it is “not a social network.”

Six methods for smarter marketing segmentation

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Look to the future: train the team and make lead management an automated task. And, once you’ve got your own list and/or database at homeostasis and working for you again, one of the ways you can look to the future for leads is … 6. eMail marketing marketing strategy brooke sellas email list lead nurturing list building marketing segmentation segmentation segmenting

How I get more stuff done than you: Focus

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Speaking at a conference may generate leads but the content probably originates on a blog post. By Mark Schaefer. help a lot of people with their business ideas and problems and inevitably this question comes up: “You seem to be everywhere … how do you get all this stuff done?” College — Developing world-class courses for my grad-level university students. And so on.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

Why traditional journalism and social influence are blurring

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It leads us down a potentially dangerous path where people with tons of followers (legit or not) are put at an advantage over people that could potentially be far more knowledgeable about a particular subject.” By Mark Schaefer. At the recent Dell-EMC World event, Dell’s global communications director said that a growing number of people who used to identify themselves as journalists or analysts are identifying themselves as “social influencers.” ” She said that this digital transformation was happening before our eyes, right in the press room. Or is there?

33 Inspiring B2B digital marketing case studies

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The results of the campaign generated 1,700 leads, 125 webinar participants, 5,000 views on Slideshare and $1 million in new business. The campaign increased web traffic by 119%, traffic from social media by 4800%, lead conversions by 3900%, quote requests by 500% and new qualified sales opportunities by $3.4 Leads increased significantly while trade-show costs decreased 75%.

The One Thing That’s Better Than Knowing Your Customers

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Remember that a simple hello can lead to infinite possibilities. Knowing your customers is a never-ending quest for most marketers. Understanding the customer helps marketers position the product, and sales teams persuade consumers to buy. It’s why businesses exist. However, there’s one thing that is even better than knowing your customers. Yes, Knowing Your Customers Is Needed.

Podcasts and advertising: Meet social media’s new super power

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You can generate qualified leads, establish thought leadership and build brand awareness for up to 1,000 attendees. We are rapidly moving toward an ad-free world, which is kind of scary because the Internet really, really, really depends on ads. Ad blocking increased by 94 percent between 2015 and 2016. probably consume more content than ever. You heard me correctly. million.

What are the best social media platforms for your business?

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Role of content — Content is the catalyst that leads to awareness on the web. Awareness may then lead to engagement and engagement may lead to trust, and even loyalty over time. The platform is great at making initial connections which can lead to reliable reach on another platform like a blog or podcast. need to make a very important point right up front.

Mobile devices are detroying human conversation. Get over it.

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” Research shows excessive screen time may lead to. Research shows excessive screen time may lead to. In this post, I am going to provide some extremely weird and unexpected advice, but I need to scare the crap out of you first. Nearly every day, there are new warnings about exposing kids to too much “screen time.” Chronic health problems. Obesity. Sound weird?

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Case study: Social media engagement as a point of differentiation

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business owners and company executives approach their marketing with the overarching question: How many leads will our social media and content marketing effort squeeze into our sales funnel, what sort of conversion rate can we expect and ultimately how much revenue can we generate? by Trevor Young, {grow} Community Member. It’s pretty crazy out here in the marketing world. Many (most?)

Five ways to calm down and not be overwhelmed by social media change

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” In my classes and speeches I often lead off with a slide of my grandfather, who was a plumber in Pittsburgh for 50 years. He also knew that networking with business leaders could open new doors … and he did what he could to focus on relationships, not leads. Let’s look at a few ideas that serve as a calming effect for the social media hurricane. It is. Twitter.

The art and science of developing an enterprise content strategy

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Kevin Green explains how he leads one of the most complex content-juggling acts in the business world. Do you primarily lead or respond? Consume” and lead to “Click. Kevin Green explains how he leads one of the most complex content-juggling acts in the business world. Do you primarily lead or respond? It’s becoming a pay-to-play environment.

Marketing: New architects of the customer experience?

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The one fact that leads Brian to believe the customer journey is ripe for disruption. There seems to be a theme emerging on {grow} over the last few months and it is this: How can be effective marketers and have any influence over what has become a very strange and complex The customer journey (my friend Krista LaRiviere of gShift called this the “ dark funnel “). Now what?

The new “liquid” model for content marketing strategy

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Is all that promotion going to lead them back to the company’s website? Is all that promotion going to lead them back to the company's website? I had a great conversation with my friend Jay Baer recently and he commented that he didn’t know what the “spine” of his content marketing strategy should be any more. LinkedIn wants you to do the same thing. Agree?

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Why working in marketing makes you bitchy

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That is real and it’s time to stop making excuses and get the digital marketing training you need to lead. By Mark Schaefer. A lot is made of being “authentic” in marketing today. I’m not a big fan of the word, but I understand that there is some expectation to display some human emotion in our content and campaigns. Compassion. Enthusiasm. Understanding. And for me, increasingly, bitchiness. In fact, reading this report, it’s hard to believe you might work in marketing and NOT be kind of a b h. hours. Work spaces where people are shoulder to shoulder.

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New research: An exceptional path to social selling success

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Although actual SALES is what we are all after, companies are also using a variety of leading indicators of progress: Number of community members and engagement. Companies who integrate Twitter into their sales efforts find twice as many leads as those who don’t. Companies who integrate Twitter into their sales efforts find twice as many leads as those who don't.

If you stopped publishing your social content, would anybody notice?

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With theories like Content Shock nipping at our heels, and IBM saying the “internet of things” leading to the doubling of knowledge every 12 hours, I think I can speak on the behalf of many other content marketers when I say: I’m freaking out! Which leads me to my next question: Does my small business really need to be everywhere? Debate even. Do we post more?