Marketing Challenges in Regulated Industries, Part 1: Pharma & Alcohol/Tobacco
DECEMBER 2, 2015
This is especially true in the arena of highly regulated industries – verticals like pharmaceuticals, alcohol and tobacco, public companies, and finance each present unique challenges to developing successful marketing campaigns. So how can you make your presence known in the industry known?
Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience
MAY 5, 2014
We, as outbound marketers, owe it to our audiences to make sure that the information we’re offering is of the highest relevance and value. As such, you need to face the tough question: Is your email marketing messaging truly resonating with your audiences? (In
How Often Should You Post on Social Media? Benchmarks for 9 Different Industries
MARCH 4, 2015
There’s millions of helpful social media statistics out there, but the most helpful ones are industry-specific. So if you want to see how your social media strategy stacks up against other companies in your space, check out our industry-specific social media analysis below.
How to Speak the Same Language as Your Marketing Audience
SEPTEMBER 28, 2016
Do you know anything about your marketing audience – such as the big issues in their industry, trends that might affect them, or the role they play in their own companies? Maybe you have some data on who’s visiting your website and purchasing your products.
The Pendulum Audience: Brand Marketing Lessons in Institutional Trust
MARCH 9, 2017
It’s a lesson that’s just as true for objects with mass as it is for marketing audiences—and brand marketing professionals who have to constantly contend with audiences that hate to sit still. A Case Study in Pendulum Audiences. How to Handle Audience Swings.
How to Have a Super Productive Weekend: 12 Helpful Tips
MAY 6, 2016
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. 12 Ways to Be More Productive on the Weekends.
4 Content Marketing Productivity Killers
Modern B2B Marketing
OCTOBER 28, 2014
In my experience and in speaking to numerous content marketers over the years, here are some top content marketing productivity killers: 1. When creating content, a big productivity killer is creating content based on your best guess instead of making data-driven decisions.
2012 Content Marketing Trends for Manufacturers and Industrial Companies
Industrial Marketing Today
DECEMBER 15, 2011
In this post, I want to focus on some of their findings that I feel apply to content marketing for manufacturers and industrial companies. Many of the manufacturers and industrial companies fall in the smaller size category.
How to Leverage Content Marketing in “Boring” B2B Industries
MAY 12, 2016
One of the most common problems I’ve heard from clients is their worry that they have such a technical or uninteresting product or service that it’s hard to come up with creative campaigns. Do you have a boring product, but is your company fun and interesting?
Differences Between Demand Generation and Lead Generation
JUNE 12, 2016
“Demand generation is the process of creating and/or boosting awareness of a particular company or product with the intention of increasing leads. As a B2B marketing professional or business owner, you need to know the difference between demand generation and lead generation.
B2B vs. B2C: How Content Marketing Changes by Target Audience
SEPTEMBER 7, 2015
When discussing content marketing, industry insiders tend to speak more to the experiences of B2C companies that are targeting consumers directly. A company trying to reach decision-makers at another company requires a different mindset and strategy.
Case Study: Denny’s flips its audience with a sassy social media strategy
grow - Practical Marketing Solutions
SEPTEMBER 29, 2014
Mashed potatoes and mash-ups Denny’s Tumblr offers its audience a stream of eminently shareable pop culture riffs, mashed up – or “hashed up,” perhaps? We try to understand how it is affecting the brand: does our social audience have a higher favorability, willingness to recommend, etc.?”
Advanced Retargeting: Nurturing Your Audience Across Digital Channels
JULY 11, 2016
Do you understand the business drivers for that prospective account, on both an industry and company level? They just won’t bite, especially if you’re in the B2B space or if you have a product with a really big price tag on it, and you have a much longer sales cycle.”.
Marketing Challenges in Regulated Industries, Part 2: Finance and Public Companies
FEBRUARY 5, 2016
In “Marketing Challenges in Regulated Industries Part 1, Pharma & Alcohol/Tobacco ,” we delved into the world of regulated substances. The next challenge in content marketing comes not from regulation, but from the audience base themselves.
How to think differently about B2B Content: Interview with Florence Quinn
APRIL 14, 2016
I’ve always loved the content production side of what we do. Think differently about what you’re selling Persuading clients to think differently about what they’re really selling is the cornerstone to Quinn’s creative process. And what a difference would that be?”
10 Types of Videos You Need to Push Your Audience Through the Funnel
DECEMBER 19, 2016
–from time to time about whether you’re making all the types of videos you need to really engage your audience all the way through the marketing and sales funnel. Good thing this is exactly the topic that was discussed at this year’s Viewtopia (the industry’s best video marketing summit!),
3 Easy Tactics to Get Personal with Your Audience
Modern B2B Marketing
MAY 31, 2016
Author: Renata Bell Yesterday, I received an email from a retailer suggesting that I purchase a product I already bought last month. Are there content types or product pages they never click on? Last product purchased (text or picture). Industry (text or picture).
Why and How to Improve Audience Segmentation for B2B Marketing
FEBRUARY 15, 2016
10 ways to segment your audience to meet the growing demand for personalization. In terms of strategy, considering how you can take a multi-channel approach is certainly important since different customers will prefer different channels. Why Audience Segmentation Matters.
How to Sell to 4 Different Personality Types
APRIL 19, 2015
The leading brand of mustard, French’s, holds half the market share in mustard that Heinz commands in ketchup -- around 35.5% -- but has a product line almost three times as large. Emphasize how your product will solve their business’ problems.
Creating Digital Content for Industrial Marketing
Industrial Marketing Today
DECEMBER 1, 2011
“We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. Truth: Optimized content is how your target audience finds you when searching for solutions to their problems.
How to Use Facebook Audience Insights: A Beginner's Guide
AUGUST 10, 2015
Facebook Audience Insights is one of the most powerful analytical tools at your disposal -- that is, if you know how to use it. audiences. So in this post, we're going to give you an overview of how Facebook Audience Insights works and give you tips on using it in your marketing.
Cognitive content strategy
DECEMBER 15, 2016
Here is an example of a Twitter conversation related to the topic: The goal is no different for small sites and large sites: you need to help your users find the content that answers their questions in the fewest number of clicks.
Using Content Marketing in the Professional Services Industry
DECEMBER 27, 2016
Your content marketing strategy should be approached a little differently if your business offers professional services, like practicing law, medicine, or performing some form of consulting work. They won’t be in the same industry (those are competitors), but tangential ones.
Busted! 23 Marketing Myths Held By (Some) Industries
JUNE 28, 2016
Even though inbound marketing has been a huge success within so many different industries, there are still some companies that are shackled with misconceptions about whether it will work for them. 9) “Marketing is not needed in an RFP-driven industry.”.
5 Simple Ways to Segment Your Social Media Audience
JUNE 3, 2015
Maybe they'll engage with industry experts on the platform. Segmenting their audience on social media. Paid targeting is effective because it enables companies to get a specific message in front of a specific audience. 4) Post at different times of the day.
Three Ways to Dominate the Marketing Automation Industry
Customer Experience Matrix
SEPTEMBER 27, 2012
I wrote last August that it’s still possible for new B2B marketing automation vendors to challenge the industry leaders. This is standard stuff in the software industry, although some companies do it much better than others.
What CMOs Can Learn From The State AgTech Industry
MAY 9, 2017
While you may find it a struggle to market a certain product or service as a CMO, imagine having the task of creating a marketing campaign that is driven at attracting economic development projects, such as agricultural tech (agtech), for a given state.
9 Different Types of Lead Magnets You Can Create Using Blogs You Already Have
AUGUST 24, 2016
In this article, I want to show you nine different lead magnets that you can create today by recycling content that you already have.Every blog post in your archive has the potential to generate new leads for your business so let’s make sure that your blog is a lead generating machine.
Industry Leaders Weigh in on Upcoming Marketing Trends for 2017 and Beyond
DECEMBER 22, 2016
So, we asked press, analysts and other industry influencers, “What’s a retro concept, throwback idea, or disruptive strategy that will make headway with marketers in 2017? Industry Analyst and Host of CXOTALK. Going further upstream, a look into support could reveal product design flaws. Get the audience data right and personalize accordingly. As an example, if you choose to personalize based on industry or vertical, that information has to be correct.
Why you are just a resource & how you’re failing to drive demand with your content & social media marketing efforts
DECEMBER 14, 2016
And, if they did this study with other industries, I’m sure they’d find very similar results. So, why aren’t business, sales, and marketing leaders focused on providing specific thought leadership content that’s relevant to extremely targeted, specific audience?
Five Audiences for Social Media Marketing
DECEMBER 13, 2010
A technical audience is different from a business one. C-level executives respond to different messages than do mid-level management. Every industry and profession has it’s own “language.. Prospective Customers: the most obvious audience.
10 Phenomenal Blogs in Totally Boring Industries
JANUARY 10, 2014
They''re for industries that you most likely don''t care about -- most are B2B businesses, so the chances of you being interested in that content and also a reader of our blog are kinda slim. Definitely a blog to learn from, regardless of the industry you''re in.
Using Audience Data to Power Native Ads
APRIL 19, 2016
In recent years, media companies have been dealing with the perfect storm: industry-wide programmatic ad revenues are on the decline while ad blocking is on the rise. Stay ahead of the publishing industry curve by using the data that you’re already collecting.
Advocates and Influencers: Differences, Uses, and Red Flags
OCTOBER 1, 2015
“Advocates” are customers who are strongly motivated to say positive things about your brand, as well as your products or services. For a different take on the value and risks of incentivizing advocates, see Zuberance’s blog post on the topic.).
10 Pieces of Content Your Audience Really Wants to See [New Data]
SEPTEMBER 27, 2016
HubSpot found that different types of content are more likely to retain readers’ close attention than others. 10 Pieces of Content Your Audience Actually Wants to See. Click on the categories below to check out examples of the types of content your audience is looking for: Videos.
How to Grow Your Audience on Snapchat, According to Data From 217,000 Snaps
MARCH 10, 2017
What we may not be as clear on is how to grow our audience on Snapchat -- and how to keep them engaged. It’s a challenge to grow a new social media audience from scratch -- and to do it well. So how do you grow your audience? How to Achieve Snapchat Audience Growth.
How to Create Exciting Content for a Boring Industry
DECEMBER 5, 2014
It is all about understanding what type of content the audience wants and giving it to them. No matter your product, service or industry, you must start with your own unique voice and tone. 2) Ease Your Audiences’ Concerns. 3) Make Your Product Real to Buyers.
PPC for LinkedIn, What’s the Difference?
Modern B2B Marketing
JULY 19, 2013
Author: Rachel Kavanagh Recently a large Enterprise client of mine embarked on a PPC campaign for LinkedIn to promote one of their little known B2B Services Products. Is LinkedIn the right audience? . And remember don’t “sell” your product.
Use Content Marketing to Manage Industrial Sales Funnels
Industrial Marketing Today
OCTOBER 25, 2011
B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. That’s why more B2B and industrial marketers are turning to content marketing to lift their lead generation ROI.
Why Certain Marketing Words Sing, While Others Just Stink — and How to Tell the Difference
NOVEMBER 9, 2015
Choosing just the right words for your marketing materials can make all the difference in how well they succeed at engaging consumers. A good marketing word will evoke a positive emotional response from your audience. Yes, this is slightly different from being offensive.