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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.

10 Epic Shifts that are Re-Writing the Rules of Marketing

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We will see exciting new functionality and the automation of many traditional marketing functions which will lead to … 7) Job loss. I don’t want to be your daily downer but I just don’t see how this technology revolution is going to result in a net increase of marketing jobs. By Mark Schaefer. I’m often asked: “What is the next big thing in marketing?”

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How SMBs can get more leads through marketing automation

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In this post, I’ll be talking about the importance of marketing automation and how small and medium businesses can use it to their advantage and get more leads. In this blog post, we’re going to focus on marketing automation for email marketing, as that is where you can really improve your lead generation and conversion rates. How marketing automation can help you get more leads.

The greatest content marketing case study in history

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The goal of great marketing is to create an emotional connection between you and your customer that leads to trust and loyalty over time. By Mark Schaefer. I was going through some old files from classes I taught years ago and came across the most beautiful and wonderful content marketing case study. even asked GE for help but they could not locate the story either. Here we go. Hello. Right?

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

The new standards for strategy and social media success

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The skillsets needed to lead to the next level of marketing proficiency. Ultimately you want this to lead to a buying relationship. They key to “leading them up the curve” as you say, seems to be establishing that emotional connection, but what do you tell brands who think they sell products that no one can have an emotional connection to? It’s the company culture. It’s not.

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.

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.

Finding the right “authenticity level” for your brand

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Truly human content will lead to awareness, awareness leads to trust, and trust leads to loyalty. By Mark Schaefer. One of my readers asked me if I would review his blog and provide some advice. He had been writing for several months and had made no progress with subscriptions, comments, or shares. The most obvious problem was that his content was anonymous. That last one?

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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.

Four ways Facebook Instant Articles will dramatically impact 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. 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. shift in distribution.

8 Strategies to stand out when you’re late to the content marketing game

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You’re probably keeping a stranglehold on your leading position by publishing relevant, helpful, and interesting content on a consistent basis. By Mark Schaefer. You’ve all seen the data and it’s not pretty — the amount of information on the web is certainly overwhelming. Content budgets are soaring, content output is exploding. Move to an unsatured social platform.

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.

15 Amazing ways social media is changing the world

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Social media connection is a way to build trust that leads to new business relationships. Ignore the hype that we’re all becoming more superficial and narcissistic because of our obsession with social media. What’s really going on is far more incredible. These are real conversation starters and I hope you’ll let me know what you think in the comment section. Here we go. 1.

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

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.

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.

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.

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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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

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. 

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.

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.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all

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.

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.

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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.

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%.

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.

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?

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.

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.

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.

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.

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.

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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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.”