Conversionation

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Guide to persona and buyer persona models for integrated marketing

Conversionation

By defining personas we put ourselves in the shoes of a “typical” target person and define processes by empathizing with them in a very detailed way so we [… Using personas in (online) marketing is not new. Among others conversion optimization practitioners, user experience designers, web developers and usability experts have been using personas for ages.

Connecting the customer experience

Conversionation

And it increasingly revolves around personal, personalized and at the same time connected and integrated approaches. Enabling great customer experiences and optimizing processes and interactions across all touchpoints in a consistent and human, customer-centric way leads to marketing and business success. Integrated marketing customer experience single customer view

The Big Content Marketing Fail: How Much Content Do You Need?

Conversionation

This blog post tells some personal stories and takes you a bit back in time. In case you don’t feel like fully reading it, prefer the rules of short copy and want to read the conclusions first then this is for you: we are massively killing content marketing and are making the same old mistakes we always have. So, if you care about your budget and your customers read this. Hurray. Don’t know?

Why We Still Fight Over Social Media and Content Marketing

Conversionation

Finally, without some good personalized content, there is not much to email or tweet, is there? A few years ago I wrote a piece on the commoditization of content (marketing) in a social jungle. added a list of some below (impossible to be exhaustive). like that: it forces us to ask the right questions. Of course, these opinions and posts haven’t changed the world. Guess not. The easy answer?

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Content Marketing: What Content People Share And Why They Do It

Conversionation

Based on this list, it is clear that personal and plain fun content are shared most, probably another argument for word-of-mouth marketing. of the person that comes into contact with the content, irrespective of the channel and the format (an informative blog post, an ad, an online video, a press release, a white paper etc.). The triggers are very personal, subjective and relative. Why do people share content? Content is an enormously broad concept that we use every day without really defining it. We seldom talk about what it is. The focus on content relevance is normal.

Altimeter Report: the Convergence of Paid, Owned and Earned Media

Conversionation

In B2B marketing often a more personal approach, in tune with the customer journey was (and still is) possible. Co-author Rebecca Lieb By now, you probably know what paid, owned and earned media are. If you haven’t, you might be new in marketing or might have missed phenomena such as blogging and forums in the nineties. Easy, although media proliferation made it look harder.

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The Cross-Channel Customer Experience Must and How to Achieve It

Conversionation

The reputation of your brand is the perception of the “user&# and all his “connections&# in the most individual contact possible, regardless of time, place and person. therefore, requires that all internal barriers, personal priorities, potential conflicts, overlapping channels and everything that is a hurdle to change is solved. personally do not know any.

Five Cultural Reasons Marketers Fail to Keep Up with Consumers

Conversionation

However, there is a big difference between the conversion rates, let alone deliverability, of messages that are not personalized and messages with a one-size-fits-all approach. Customer-facing decisions are seldom taken by a team but often based on what we know as the HiPPO: the Highest Paid Person’s Opinion instead of those that know the customers best. The shift is clear.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Context Marketing in Context: Beyond Inbound and Content

Conversionation

If that’s it, then context marketing is just a mix of content marketing and good old customer-centric marketing automation with a twist of personalization. Everything evolves and so does marketing. Today, things evolve faster. The pace of change in the ways we think about marketing goes hand in hand with the pace of technological innovations. The term context marketing is not new.

On Twitter and real life: some love and some tips #socialsong

Conversionation

My personal Twitter rules When working on the Twitter training, I started looking back at my own Twitter behavior and realized I didn’t like it. I had forgotten why I even started using it and had ignored many of the rules I once decided to follow. No worries though: I’m not the kind of person that checks who unfollows him or, worse, tweet about it. And it’s so darn personal.

Blogging and Content Marketing: Results Versus Personality

Conversionation

However, the rules and best practices of efficient blogging should not undermine vision and personality. A corporate blog has a purpose. In fact, it can serve several purposes. So, it’s obvious you want to get results with your blog. Blogging is a balancing act. Content is produced by people for people, with a focus on [.]. Blogging Content marketing blogging content marketing

B2B: Involve Your Sales People in Social Media Marketing and CRM Now

Conversionation

Many of those traits are in common with what makes a good sales person and thus, a rich human resource exists in most companies smart enough to develop it. Of course, it’s not the only division in most cases. All these people-to-people interactions lead to a perception of your company and brand by your clients and prospects. Many businesses underestimate that. What do you do with them?

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Building Your Internal Social Media Expert Team

Conversionation

Blog Connected marketing Management Social media marketing Christopher Barger personal branding social media strategy social media team The Social Media StrategistAn important aspect of setting up a social media strategy is building a team to make the program work, regardless of the scope and goals. Social media is not a free lunch, and you need your internal team of social media experts to make it happen. Tips and considerations. Let’s agree on terminology first. [.].

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

The Perception of Social Media Marketing: it’s a Free Lunch

Conversionation

Increase profits by offering proper, relevant and personalized customer service and communication, resulting in conversion and customer engagement. Recently, Belgium-based Leads United (part of Lewis PR), released the results of a social media marketing survey among communication and marketing “professionals&#. Although the respondents were Belgians, the report shows some shocking numbers that lead to conclusions that are valid in many countries! When looking at social media marketing, there still is a huge lack of a social media strategy, let alone some sort of plan. Conversion?

The Power of Powerlessness: Let Go and Put the Customer First

Conversionation

Combine that with the decreasing trust of consumers and there you have it: people build their own, personal value systems. It allows us to serve the consumer in an increasingly personal way, creating engagement, interactions and – ultimately – loyalty. It’s a similar approach as the B2B Blogging Trends paper Aggregage did in 2011. One of the other contributors is Jan Van Aken.

The Digital Business Impact of Multifunction Device Consumer Adoption

Conversionation

Accenture found nearly 60% of consumers say it improves their productivity to take conference calls and use collaboration tools from their personal devices. Will 2013 be the year of smartphones and multifunction devices in general? Will it be the year of mobile? Of course it will. They also impact the ways we work and how social is increasingly spreading across the enterprise in general.

Second Screen Engagement: the Social Dimension of the TV Experience

Conversionation

The person does. This week I moderated IAB Belgium’s annual Think Digital congress. knew a few of the speakers, but it’s always interesting to rediscover what they say and many presentations were absolutely worthwhile. That’s the little plug, thank you very much. Now to the point. Someone I didn’t meet before was Kevin Slavin , Co-Founder and Chief Creative Officer at Starling. Kevin Slavin.

Social Business: the Essence of Collaboration and Purpose

Conversionation

personally don’t really like the term social business (except if you use ‘social’ as in social psychology, rather as in social media). Let me assure you that these purposes often are about their own personal goals, pains and gains than with a ‘higher good’ or the ‘holy customer’. However, the words don’t matter. What lies underneath them is key: how smart can a crowd really be?

How to Earn Trust When Distrust Rules

Conversionation

Proof: we skip ads on TV because we can, and we increasingly ignore emails, certainly when not personalized, and banners on the Web, a phenomenon called ‘banner blindness’. Trust and personality The basis of regaining trust in relationships, is obviously having a relationship to start with. And the stronger and more personal it is the more valuable it becomes.

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The Ripple Effect of Blogging: Inbound Marketing is Not Enough to Exist

Conversionation

So, here is my advice: if you start blogging for personal or business purposes, if you start using social, content marketing or inbound, don’t stare at the “being found” alone. Often, inbound marketing, one of those new terms we have invented in the ‘social media age’, is defined as a combination of marketing strategies that focus on “being found” by people in the online space. To be found.

Mobile Is Not a Channel: Multi-Purpose Impact of the Smartphone

Conversionation

The underlying realities of both mobile and social are obviously richer, more diverse and consisting of so many phenomena, both in our personal and professional lives. 35% completed the purchase in person. ExactTarget recently released a report, called “Mobile Indepence Day” (guess when they released it). smartphone is a device. Smartphone usage data. this year. It is indeed not.

Word of Mouth Marketing: When a Human Phenomenon Goes Business

Conversionation

But, more important: you can connect with them as a person via social media. People have always talked about their experiences, emotions, needs and also products, services and brands. Word of mouth is an old and human phenomenon. With the arrival of interactive and social media the patterns, role and impact of word of mouth have changed. Period. Feeding and nurturing communities.

B2B Blogging Trends 2011: Towards an Integrated Approach

Conversionation

corporate blog is not written by one person generally. In many organizations, blogs are still seen as almost separate entities. Several other organizations have no blog at all. included). Should a company blog? Should employees blog? There are no “musts” in business. However, when not blogging you are missing out on important opportunities. They should be obvious by now.

Social CRM: Social Media and Communities in Customer Relationship Management and Marketing

Conversionation

We know we need more personal, relevant and social interactions, regardless of the channels. Social CRM is a term that is often misused, certainly in a product and solution context. It’s also frequently narrowed down to specific customer-oriented activities such as customer service and even social media monitoring. It seems everyone is offering social CRM solutions these days.  However, social CRM is not about tools. It’s about processes, fundamental shifts and a business mindset. An exploration. You have a list. Your company is managed according to this list&#.

The Challenges of a Real-Time Economy: an Unexpected Small Crisis

Conversionation

temporarily removed it now as requested (I’m a nice person, at least so my mom says) and as the report is supposed to go online later today. Yesterday evening – just before calling it a day – I received a mail from SlideShare, saying Altimeter Group Network uploaded some new content. If you follow someone on SlideShare, you know what kind of mail I am talking about. The message?

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The Connected Consumer: Who Are We Talking About?

Conversionation

Personal networks of trust and Generation C In 2009, Razorfish , always good for excellent reports , released ‘The Razorfish Consumer Experience Report’. In the summary below you will notice Razorfish speaks about the connected consumers as people who embrace social media and actively build their own trusted personal networks , among others. Yes, most certainly. Yes, of course.

Where does Content Marketing Belong in the Social Business?

Conversionation

In practice it is often a 360 degree and customer-centric thinking person, acting as a sort of human “glue” between various divisions, life cycle based customer needs and business priorities with three simple goals: Providing the “internal” clients with what they require (sales, services, etc.): ensuring that there is material for every person that comes into contact with the customer or prospect. I am often asked which department is responsible for social media marketing, content marketing and other forms of what people still call “new ways of doing marketing&#.

Personal Brand Values: Boring as Corporate Brand Values

Conversionation

Have you been looking at the core values as expressed by brands lately? have, for a presentation I did a few months back on corporate BS. It’s an interesting experience. Sustainability is a hot one. Caring. Innovative. Human. The list goes on. The funny thing is that you find the exact same brand values [.]. Blog Branding Opinion brand values

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Social and Interactive CRM: the Core of a Customer-Centric Business

Conversionation

The underlying evolution in the whole movement towards gaining this single view in a fragmented reality and towards a social CRM that goes in two directions and encompasses all touch points through the whole customer life cycle, is clearly that of the increasing need for a more personalized, personal and customer-centric approach. Last week I wrote a guest post for interactive CRM and conversion marketing specialist Selligent. Most businesses today are talking about integration and a single cross-channel customer view from mainly a channel and communication perspective.

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Email Marketing: The Customer-Centric Culture Failure

Conversionation

Blog Connected marketing Email marketing Inbound marketing Research customer-centricity Econsultancy email marketing HubSpot personalization ROI segmentationEarlier this week, I received Econsultancy’s Email Marketing Industry Census 2012 report. It shows email is still seen as a channel with a good return, with 70% of company respondents (thus, no agencies) saying ROI of email marketing is ‘excellent’ or ‘good’ Email ranks second after SEO, when it concerns reported ROI and this [.].

Content Marketing: Considerations When Defining a Content Plan

Conversionation

Content may lead to a personal interaction (for example, if someone responds to a blog post and you subsequently established a connection with that person), sometimes the interaction is less personal. Content that is adapted to the preferred channels, digital signals, triggers, stages in the life cycle and needs of people is becoming increasingly important. The focus on relevant content, that also makes your business “found” in an online world is so strong that there is even a new word for it: content marketing. Social”, anyone? Content marketing is not broadcasting.

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Social and Speaking Out on Religious, Political and Personal Beliefs

Conversionation

“You can’t talk about your personal beliefs” – for the ‘greater good’ – is often one these guidelines. For the latter, personal convictions in ‘sensitive’ domains are – ironically enough – often seen as the enemies of precious so-called personal branding. No one can force anyone to get personal and talk about important topics. Your sexual life?

Fans, Followers and Ecosystems: Retention Beyond the Customer Matters

Conversionation

However, they also sell your brand, directly or indirectly, to their own personal ecosystems, thus leading to sales. So, don’t only nurture your (potential) customers in the strictest sense and don’t only nurture existing communities: think about the often invisible and forgotten connections and the mesh of personal social ecosystems as well. often use the word ecosystem.

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Content, Stories and the Blurring of B2B and B2C Marketing

Conversionation

Or better, I maybe should say “it starts to change” because every day again I have to notice how companies succumb for the old ways of push marketing under pressure of internal silo-driven personal short-term priorities. Or as David Sable , COO of Wunderman, told me; it’s B2P: business-to-people (and it has always been), illustrating it with a few nice personal experiences.

The “science” of conversion and relevant marketing versus personality, emotion and innovation

Conversionation

//. The blog you are reading and the site you are visiting is built with HubSpot. know: the site still needs a lot of work but I guess many of you realize that, when you’re working hard for customers, the last thing you (can) care about, is your own site. I’m already happy I can. Click title to read more

Event-triggered & lifecycle-based (social) email marketing: cross-channel tips

Conversionation

Whether it concerns deliverability, the integration with social or improving conversion: the focus on valuable content, more personalized interactions and offering relevant information in function of all possible segmentation and targeting criteria is becoming increasingly important in email. Click title to read more

Five tips to grow your email marketing list in social media times

Conversionation

In my personal experience that is a putting it very lightly, Click title to read more//. Emailvision recently published five tips for growing your email subscriber list. The company says that many email marketers still under-utilize the options of email marketing.