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Personas Are Great (Except When They Suck)

Marketing Insider Group

And I made sure to differentiate personalized content from personas. So, one of my points in the presentation: Personas are great. Before you start ranting or raving, let’s start with some basics: What is a persona? I actually like personas.

Is your brand making maximizing interest from potential customers?


Engaging customers long before a sale, and even longer after it, are keys to building brand confidence and growing your revenue. At each of the four stages of a sales funnel your goal is to be front of mind, engage, provide value, and move the customer to the next stage.

Trending Sources

How to save your content marketing strategy from self-destruction

Tomorrow People

Stuck in a crowded field of mediocre, middle-of-the-road content competing for customer eyeballs, clicks and leads, how do you avoid getting lost in the shuffle? The better you understand your personas, the better you can create content that really speaks to them.

The New Social Buyer Ecosystem

Tony Zambito

  While the social customer ecosystem in the B2C market space is still legions ahead of B2B, it behooves B2B executives to not fall prey to the false sense that the comparative differences means they have to pay little attention.  Image via Wikipedia.

Generating a Buyer Persona with Facebook Advertising

Buzz Marketing for Technology

In the book he stresses the importance of having a “buyer persona” and his definition a buyer persona is a “distinct group of potential customers expressed as an archetypal person whom you want your marketing to reach”. So do you have buyer personas at your company?

Social Buyerology: Listening to the Social Buyer

Tony Zambito

  The second, The Research Methods of Social Buyerology , reviewed the types of research methods needed to attain a deep understanding of the new social buyer persona.    Social Buyer Persona Listening. How Ready is Your Organization for the New Social Buyer Persona?

9 Brands With Brilliant Facebook Marketing


There have been a lot of questions about Facebook lately: Are people still using it? With over 1 billion active users, it’s safe to say that Facebook is alive and well. Facebook appeals to its users because it provides real-time information but with a deeper feel. Facebook

How to Maximize Your Inbound Strategy


That’s why an inbound strategy is so appealing. For this post, let’s focus on what you need to know to maximize your inbound marketing strategy. The role of personas. How to convert prospects into customers. We have to convert them into customers.”.

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  For starters, businesses using Twitter, Facebook, LinkedIn , and other social networking platforms are expected to grow at a rate of 20%-30% this year and even at a greater rate next year (CIO Insight, 2010).  Using Context for Social Buyer Persona Strategy (

How Real Brands Are Retaining Customers: 8 Strategies From Starbucks, Amazon & More


What’s better than acquiring a new customer? If your first thought was “retaining a current customer” then your strategic thinking is in the right place. How do you create a customer retention strategy that keeps your current customers engaged?

From Scratch: Four (Free) List Building Strategies


Most marketers and agencies have more ideas than budgets, so we’re going to explore seven strategies to build a great prospect list that take a varied approach: four strategies require time, and three strategies require money. Four Time-centric List Building Strategies.

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Social Buyerology: Understanding Buyers in the Social Age

Tony Zambito

Social Goals :  buyer behavior, as well as the foundational principle behind buyer persona development, is goal oriented.    The spheres of networking has exploded and connections are made daily through channels such as LinkedIn, Twitter, and Facebook

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7 Companies That Totally 'Get' Their Buyer Personas


That exercise has come to manifest itself in what we in the biz call a " persona ," and there are some companies who have done an excellent job at not just figuring out who their target customer is, but marketing to them in just the right way.

What Does a Great Buyer Persona Look Like? Dissecting 3 Real-Life Examples


Take buyer personas, for instance. We spoke with three of our customers to see if they''d share their personas with the world -- and they said yes. Below, we''ve shared their personas, and dissected why their examples are great. Inside Visual Creatives'' Buyer Persona.

When, Why and How to Gate Content Along the Customer Journey


Twenty years later, and after the explosion of content megacarriers such as BuzzFeed, Facebook, YouTube, and many of our own company websites, his prediction is eerily prescient. I believe the answers lie along the customer journey. The customer journey is not linear anymore.

How to Create Facebook Video Ads


During the last year, Facebook has emerged as a real contender for the online video platform throne. Facebook’s increased focus on video isn’t only because users like to watch it (although they clearly do) -- it's also because more marketers are shifting their budgets from TV to mobile video.

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How to Use Facebook Audience Insights: A Beginner's Guide


Facebook Audience Insights is one of the most powerful analytical tools at your disposal -- that is, if you know how to use it. This data can help you build stronger buyer personas, create more compelling content, and uncover some gems for your competitive research. on Facebook.

Baseone Buyersphere 2011 Report and the Changing B2B Buyer Behavior

Tony Zambito

  Facebook, LinkedIn, Twitter, Blogs, and other social media ranked near the bottom.    Yes, Facebook usage nearly doubled compared to last year but it still does not have anywhere near the usage levels that traditional channels have when it comes to B2B purchasing.

Will Content Strategy Save Marketing?

Marketing Insider Group

For many organizations, the answer lies in a content strategy… Why Do We Need Content Strategy? This is done for each buyer type or “ buyer persona &# that is involved in the B2B decision-making process. The biggest challenge in Content Strategy?

Why Aren't My Facebook Fans Seeing My Posts Anymore?


If you manage a Facebook Page, you might be a little bit frustrated. Anyone who manages a Facebook Page has either heard about Facebook’s organic reach decline or experienced its aftermath first hand. What Does Facebook Have to Say About All This?

Don’t Be Overwhelmed by Facebook Advertising: 10 Tips to Use Any Time

Content Marketing Institute

Having a business relationship with Facebook is time consuming – there’s an update every few weeks, and it takes all your effort to keep up with the latest features. With more than 79% of American internet users on Facebook, the platform holds the keys to your potential customers’ hearts.

4 Video Marketing Strategies to Help You Get Better Results Right Now


Each day businesses are missing out new leads, and new customers using video. Here are four strategies to help you drive real business results with your video marketing. Map video content to your buyer journey and buyer personas. Same idea goes for your buyer personas.

9 Content Strategy Tips from MarketingProfs B2B Marketing Forum 2016

Content Standard

But I also think of the amazing conference they’ve been putting on for 10 years now, inviting some of the best B2B marketers from around the world to gather for four days of learning content strategy and being inspired. Brand adoption exceeding that of Facebook and Twitter.

54 Content Marketing Stats to Guide Your 2018 Strategy


And as the content marketing landscape continues to rapidly evolve, it makes sense to look to research to identify trends and patterns that can help guide your strategy. Content Strategy Statistics. 45% of marketers say blogging is their #1 most important content strategy.

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5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey

Modern Marketing

While no two journeys will be exactly alike — some come in with a hot need, others are merely curious — there are some frequented bad habits of content strategies that can really slow down the buyer’s progress. Instagram, SnapChat, or Facebook?

The 5 “Must-Do’s” For A Profitable B2B Social Media Strategy

The Forward Observer

Would you like your social media strategy to help increase website traffic, leads and sales? Before building a social media strategy, you need to have great content on your website. With content, however, your social media strategy will be much more likely to succeed.

11 Tips to Help Improve Your Brand's Communication Strategy


For example, with the rise of social media marketing, brands can communicate directly with their customers to develop products that sell, and consumers essentially become product “co-creators.” 3) Create Buyer Personas. Cultivate a voice that delights your customers.

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How a fearless content marketing strategy paid off Under Armour, IBM, and GE

Tomorrow People

content marketing strategy. Young and rapidly growing sportswear brand Under Armour has built a fitness community of 165 million users, by cleverly pursuing a strategy of acquiring different fitness apps and technology platforms.

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[Workbook] Start Planning Your Multi-Channel Marketing Strategy Now!

Modern B2B Marketing

To effectively market in this dynamic and noisy environment, marketers need to adapt and shift their strategy towards engagement marketing—marketing that talks to a buyer in a personalized way, considering who they are, how they act, and where they are over time.

The 5 “Must-Do’s” For A Profitable B2B Social Media Strategy

Marketing Insider Group

Would you like your social media strategy to help increase website traffic, leads and sales? Before building a social media strategy, you need to have great content on your website. With content, however, your social media strategy will be much more likely to succeed.

What Personality Assessments Reveal About Your Customers


There’s a reason your Facebook News Feed is full of quiz-result posts from your friends and family. As any seasoned salesperson will tell you, getting the customer to say “yes” to something -- even something as simple as a quiz result -- is an important step forward in the sales process.

5 Ways Marketing Automation Enhances Customer Loyalty


Customer loyalty is a lost art of marketing, rediscovered. In the age of digital marketing, more emphasis is being put upon customer experience and customer loyalty. The renewed focus on customer loyalty is for a good reason. What Is Customer Loyalty?

The Only Time You Want Zero Engagement on Facebook


Facebook’s latest News Feed algorithm update allows Facebook to surface more relevant content more easily based on your past engagement with a post, a friend, or a brand page. What''s bizarre about Facebook Insight''s new, um, insights. 2) Create (or revisit) your buyer personas.

How to Figure Out What Keywords Your Potential Customers are Using


But when I - as an Inbound Marketing - am putting together campaigns, strategies, and content calendars, I'm often asked, How can you tell people are using or searching for certain keywords? Your customers, potential buyers, staff, etc.

Does Your Email Marketing Strategy Get the Most out of Your Email Addresses?

Content Standard

You, a weary content marketing manager, walk out of an email marketing strategy meeting with your director on a Thursday afternoon. From the technical difficulties of tracking to complex customer lifecycles, determining the ROI for a given user email address is a hard task for marketers.

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Interesting Infographics: Create a Killer Social Media Strategy


Facebook, Twitter, Snapchat, Instagram, Periscope, LinkedIn … the list of platforms used by marketers goes on and on. It’s where your customers are: 74% of adult internet users are active on social media and 55% of buyers use social media sites when researching products.

Oracle Cross-Channel Marketing: Build Adaptive Customer Experiences

Modern Marketing

This concept of the “customer journey” is very popular today, and why not? The idea that marketing can transform itself from a function that purely focused on transactional promotions and throwing a good party to a strategic driver of individualized customer experiences is compelling. Customers move in highly unstructured, unpredictable ways. They either create binary paths (Did the customer engage – yes or no?)

Top Five Content Marketing Strategies for Technology Companies

KEO Marketing

Did you know that content marketing could help your technology company reach both current and prospective customers? Effective content marketing strategies must start with the buyer persona top of mind. Five Technology Inbound Content Marketing Strategies.

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THE HACKIES: A customer-centric approach to building marketing and sales stacks


You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. Months of strategy, planning, and execution go down the drain… but why? Luck isn’t a strategy. About The B2B Customer Data Index.

B2B is Dead – Long Live B2P


B2B, on the other hand, is generally dictated by a misguided understanding of prospective customers. For clarity’s sake, both B2B and B2C are influenced by customers, but that’s not the point. For a deep-dive into the B2B Buyer persona, get our extensive, free study.

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