Cliff Allen on Marketing

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Developing a Marketing Communications Strategy

Cliff Allen on Marketing

Raising awareness of your product in your target market is where sales begin, and this is where marketing communications activities begin the selling process. This is because every awareness-building and product information program needs to paint a clear, concise picture of what you sell and how customers will benefit from using your products. Advertising. Web site. Seminars.

Marketing Trends for 2010 - And What to Do About Them

Cliff Allen on Marketing

First, it's a product or activity that has been proven and refined. Big Marketing Trend #2: Local — Participate in personal, face-to-face meetings, events, and activities near where your product will be used because fewer customers will be flying to national events and conferences. Changes in how customers make purchase decisions. Spotting marketing trends.

Marketing Team Productivity

Cliff Allen on Marketing

Great marketing from corporations comes from productive marketing teams that have the tools to work together no matter where they are geographically. One of the best productivity tools, Microsoft OneNote , is also one of the best collaboration tools. I use OneNote all day on a Motion Computing Tablet PC. Take a look at the videos he links to and you'll get several ideas on how to use OneNote to make your marketing team to be more productive. This means that marketing teams need the best collaboration technologies available to speed interaction.

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Marketing Team Productivity

Cliff Allen on Marketing

Great marketing from corporations comes from productive marketing teams that have the tools to work together no matter where they are geographically. One of the best productivity tools, Microsoft OneNote , is also one of the best collaboration tools. I use OneNote all day on a Motion Computing Tablet PC. Take a look at the videos he links to and you'll get several ideas on how to use OneNote to make your marketing team to be more productive This means that marketing teams need the best collaboration technologies available to speed interaction.

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B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Mind Maps Make Marketing More Meaningful

Cliff Allen on Marketing

It's especially challenging to do this in marketing for two reasons: Marketing strategy is based on how multiple groups of customers think and feel about products. The free mind map software product Freemind is very popular. As is the comprehensive mind map product MindManager from MindJet. Success in any area depends on having a clear, sound plan -- then acting on that plan.

Mind Maps Make Marketing More Meaningful

Cliff Allen on Marketing

It's especially challenging to do this in marketing for two reasons: Marketing strategy is based on how multiple groups of customers think and feel about products. The free mind map software product Freemind is very popular. As is the comprehensive mind map product MindManager from MindJet. Success in any area depends on having a clear, sound plan -- then acting on that plan.

How to learn about social media marketing

Cliff Allen on Marketing

Here is what the seminar organizers say: Gravity Summit is designed to educate and inform the business community on how to use social media to foster customer engagement, provide internal productivity tools, and further online branding for small business owners and entrepreneurs. Individuals are now concerned about their "personal brand." Tony Adam, SEO Manager, Yahoo.

How to learn about social media marketing

Cliff Allen on Marketing

Here is what the seminar organizers say: Gravity Summit is designed to educate and inform the business community on how to use social media to foster customer engagement, provide internal productivity tools, and further online branding for small business owners and entrepreneurs. Individuals are now concerned about their "personal brand." Tony Adam, SEO Manager, Yahoo.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

When Good Metrics Go Bad

Cliff Allen on Marketing

This can happen when marketers are successful in getting customers to buy a "loss-leader" product. This type of product is sometimes added to the product line for a strategic reason, such as to show the market that the company is a one-stop place to buy that category of products. Metrics are those numbers that "per" -- like "cost per lead" and "page views per day.".

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Market Research Answers the Second Question

Cliff Allen on Marketing

customer may have ordered a product that isn't normally purchased by that type of company. Or, a customer tells their customer service rep about a new way they used a product. So, when you're working on the marketing plan for a new product, budget resources for the market research that can help answer the questions that come after, "What is it?". Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. How big is it?

Market Research Answers the Second Question

Cliff Allen on Marketing

customer may have ordered a product that isn't normally purchased by that type of company. Or, a customer tells their customer service rep about a new way they used a product. So, when you're working on the marketing plan for a new product, budget resources for the market research that can help answer the questions that come after, "What is it?". Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. How big is it?

Gravity Summit

Cliff Allen on Marketing

The speakers from Sony, Sprint, and Yahoo presented excellent examples on how major brands can generate attention for a product by using social media. In general, the social media marketing process typically used is to: Create a Web site for the product or the promotional campaign. Then, broadcast status updates that include a link to the product's or promotion's Web site. If the gross profit on a product is 50%, then a company would need to sell $100 thousand to break even on a $50 thousand social media marketing campaign.

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Gravity Summit

Cliff Allen on Marketing

The speakers from Sony, Sprint, and Yahoo presented excellent examples on how major brands can generate attention for a product by using social media. In general, the social media marketing process typically used is to: Create a Web site for the product or the promotional campaign. Then, broadcast status updates that include a link to the product's or promotion's Web site. If the gross profit on a product is 50%, then a company would need to sell $100 thousand to break even on a $50 thousand social media marketing campaign.

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B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

What Data Crunchers Did for Obama

Cliff Allen on Marketing

And once you know that, it's easier to explain why they should buy your product (or candidate) in terms that they will understand. The election of President Obama was significant in many ways to many people. As marketers, it represented a continuing evolution of the use of market research data at the individual level. Political consultants have used survey statistics for a long time to help their candidate tailor campaign messages. However, small survey samples resulted in imprecise analysis, and messages that were not always on target.

What Data Crunchers Did for Obama

Cliff Allen on Marketing

And once you know that, it's easier to explain why they should buy your product (or candidate) in terms that they will understand. The election of President Obama was significant in many ways to many people. As marketers, it represented a continuing evolution of the use of market research data at the individual level. Political consultants have used survey statistics for a long time to help their candidate tailor campaign messages. However, small survey samples resulted in imprecise analysis, and messages that were not always on target.

PR for Start-up Businesses

Cliff Allen on Marketing

Answers to two questions can give some guidance on the best ways start-ups can use PR: Does the business sell products (or services), or is it a free Web site? Does the business provide a truly innovative product or service, or is it a "me too" product that depends on taking market share from existing companies? Innovative products sold into specialized target markets can benefit from pitching customer case studies to the media read by their target market. So, it takes an experienced marketing team to figure out what's best for the company.

PR for Start-up Businesses

Cliff Allen on Marketing

Answers to two questions can give some guidance on the best ways start-ups can use PR: Does the business sell products (or services), or is it a free Web site? Does the business provide a truly innovative product or service, or is it a "me too" product that depends on taking market share from existing companies? Innovative products sold into specialized target markets can benefit from pitching customer case studies to the media read by their target market. So, it takes an experienced marketing team to figure out what's best for the company.

Survey Says: Google Analytics

Cliff Allen on Marketing

Have you wondered which Web analytics products are most popular? I was, so the August survey on my main Web site asked marketers which Web analytics product they use. Google Analytics was, of course, the most used product (69%) because it's hard to compete with "free." For the commercial products it appears that, in general, the lower priced products are more popular than the large, expensive systems. The size of Google's share of this market is probably making life tough for the commercial product vendors.

Survey Says: Google Analytics

Cliff Allen on Marketing

Have you wondered which Web analytics products are most popular? I was, so the August survey on my main Web site asked marketers which Web analytics product they use. Google Analytics was, of course, the most used product (69%) because it's hard to compete with "free." For the commercial products it appears that, in general, the lower priced products are more popular than the large, expensive systems. The size of Google's share of this market is probably making life tough for the commercial product vendors.

From Attention to Action, its Conversions that Count

Cliff Allen on Marketing

For many years marketers have used various models to describe the changes that occur as a prospect becomes more likely to buy a product. One model is AIDA: Attention - Recognition of a problem or need Interest - Curiosity about a product's features and benefits that can meet the need Desire - Emotional belief that buying the product will improve life. Action - Making the purchase (calling the 800 number, clicking the Add to Cart button, etc), Each of these states requires the prospect to accept additional information and update their attitude toward your product.

Web Analytics and Customer Behavior

Cliff Allen on Marketing

Other changes dealt with matching products to customer personalities. We had 70 or so people actually buy products from these web sites and part of our research was to find out how they made purchasing decisions. This requires constantly testing ways to help customers evaluate and purchase your products and measuring the performance of each part of your customer experience One of the challenges of using Web analytics techniques to improve a site's performance is that Web analytics can only measure what's there - not what's missing.

Customer Tracking

Cliff Allen on Marketing

Also, companies that use offline advertising and public relations to promote products have a hard time knowing the impact of their ads and stories on each customer. The key to determining the ROI of individual marketing campaigns is tracking customer behavior in response to those marketing activities. Ideally, you want to track every customer at every touchpoint so you can determine the response to each marketing activity -- ads, mailings, etc. Companies that sell directly to customers have the best opportunity to track their customers' behavior. So how do we measure those exposures?

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Cash Flow is Profit

Cliff Allen on Marketing

The cash flow I was referring to is the cash thats left over after paying all costs of making the product, serving the customer, and each customers portion of the operating expenses. Strategic Marketing for Growing Companies Cash Flow is Profit By Cliff Allen on April 12, 2007 9:48 AM | No Comments | No TrackBacks My previous post on cash flow from marketing activities didnt explain which flows of cash it referred to. Some people who talk about increasing marketing ROI are referring to increasing sales revenue.

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The 7 Mistakes to Avoid When Making a Product Video (Learned the Hard Way)

ScribbleLive

As product marketers (or marketers in general), we have to try new things every single day, whether because we want to, or have to, depending on the needs of the business. Let’s move on to why we’re here: the biggest mistakes to avoid when making a product video. I can say that without a doubt, I am the utmost “mistake making” expert in the art of product videos. Quotes. Value.

Benefits of promotional products advertising campaigns

Biznology

Have you used promotional products for advertising and branding for your company? If you have not run a campaign using branded products, then you might be interested to know that according to surveys of promotional product recipients, they really do work to increase branding, favorable sentiment, and sales. Promotional Products Can Show Off Your Brand. Summary.

Why A Content Marketer Needs to Buddy Up with their Company’s Product Marketer(s)

ScribbleLive

A content marketer and a product marketer can do really great work together when they make a concerted effort to integrate their specialized talents. well-executed joint product/content marketing plan can build more awareness and interest in a product than both counterparts could accomplish without the help of the other. Our product marketer, Geoffrey Gualano, has poked fun at me for throwing around “Teamwork makes the dream work” on Slack (and he probably should because it’s a painfully cheesy line), but it’s very true within this context. In Conclusion.

How long should your online business video production be?

Biznology

But what is the optimal length of an online business video production ? What is the golden rule for how long an online video should be for business? A B2B promotional video that is made for lead-generation, like a landing page, needs to be quick; whereas a online business video production that is used during, or as a follow up to a presentation is very different in length.

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Spring 2016 Product Release Highlights

Captora

This next generation of products and services will simplify marketers’ ability to prioritize, launch, and optimize a portfolio of high performing campaigns across Search, Advertising, and Social channels. New Product Release Highlights. Want to see a full product demo? The post Spring 2016 Product Release Highlights appeared first on Captora Blog.

Promotional products: making them effective branding tools for your business

Biznology

Promotional products have really stood the test of time in the marketing world. You may think of promotional products as something that is only used at trade shows or conventions, but they can be effective tools for branding and promotion anywhere and anytime. Research Shows the Positive Impact of Promotional Products for Businesses. Useful Promotional Products.

Being Busy is Not Being Productive

Puzzle Marketer

One of the most misleading but commonly held beliefs is being “busy” means that you’re being productive and accomplishing a lot. The next day begins a new cycle of non-productivity. Busy but non-productive tasks include: Checking emails Making/returning phone calls Holding meetings Reading the news & blogs Reading/updating social media Wait a second.You’re telling me that I can’t check my email? I can’t make phone calls? If you’re still with me, then let me explain what I mean by labeling these tasks as non-productive.

9 Willpower Workouts to Maximize Your Productivity

Hubspot

According to author Robert Pozen, regular exercise increases productivity. Although you might put an emphasis on going to the gym for that reason, are you putting enough energy into arguably the most important muscle affecting your productivity -- your willpower? Willpower Workouts to Maximize Your Productivity. 1) Eat a hearty meal. Productivity Daily Syndication

Two reasons to invest in online business video production

Biznology

They’ll be looking out for online B2B video content, like sales videos, video FAQs, corporate overview videos, and online video case studies that can give them the insight they need into your company, people, products, and services. Although you’re going to invest in your online business video production content today, you can literally extend those benefits for four years.

The Making of Vidyard’s New Website Product Tour Videos

Vidyard

We didn’t want a lot of fanfare, but we knew it was time to deliver our customers something new and valuable.The previous site had been fairly stagnant for a while, and our product and story had evolved so much that it was time to revisit, readjust, and put our best foot forward so we could deliver to our customers what they deserved: something exceptional. Pre-Production. Production.

5 of my favorite productivity apps

Biznology

This isn’t a review so much as simply a subjective sharing of some of the tools I use — and want to use — on a daily basis to make my work — and personal — life productive, collaborative, and organized. The post 5 of my favorite productivity apps appeared first on Biznology. While I aspire to build Gerr.is It makes my head swim. It makes your head swim.

Are Pessimists More Productive Than Optimists?

Hubspot

There’s no arguing that positive thinking is a key to productivity. With a multitude of studies backing positive thinking as a key to being productive, is the converse true? As it turns out, according to new research, pessimists might actually be more productive than their colleagues. Productivity Professional Development Daily SyndicationW.O.O.P

How to Have a Super Productive Weekend: 12 Helpful Tips

Hubspot

Productivity" has a much wider definition than many of us give it credit for. We tend to equate productivity with doing things, rather than with taking time to think, reflect, and rest. But busyness is not the same as productivity. Being productive can mean working on a project efficiently, but it can also mean giving your mind a break. See #6.). Want to be a CMO ?

6 Phrases Secretly Sabotaging Your Team's Productivity

Hubspot

hour workday are actually only productive for about three hours. Given this data, it's more important than ever before for teams to make the most of their productive hours. We've compiled a list of seemingly innocuous phrases that could be secretly sabotaging your team's productivity. Phrases That Secretly Sabotage Productivity. 1) "I need that by the end of the day.".