Sat.Feb 25, 2017 - Fri.Mar 03, 2017

Is Influencer Marketing 2017’s Most Trendy Trend?

Marketing Insider Group

What is the most powerful trend in marketing right now? That would be influencer marketing according to one recent survey which says influencer marketing is providing a 960% return on investment. How has this type of marketing proved to be so wildly successful, so quickly?

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Why Every CEO Should Have a Social Media Presence

Onalytica B2B

We live in a technology obsessed society where your average millennial’s reality blurs into one with their virtual online world; posting anything and everything from their latest fashion purchases, to their selfies and social life goings on.

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5 Useful Lead Nurturing Tactics to Get More Opportunities

B2B Lead Generation

Lead nurturing is one of those things that’s easy to talk about but hard to do. In this article, I’ll share how to apply lead nurturing to help advance leads through three stages of your lead generation funnel to get more qualified opportunities. Here’s the thing: Our customer’s don’t see our funnels. They only have the aggregate experience of what they see, hear, and feel from us. Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. Let me explain.

Link Building and Mobile SEO in 2017

Webbiquity

Guest post by Molly Jones. Link building is one of the best ways to both increase your website’s authority (which helps with SEO) and get your brand more widely recognized within your niche. As people increasingly rely on their mobile phones, mobile searches have now overtaken desktop searches.

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

2017 Budget Friendly Tools and Tips to Organize Your Content

Marketing Insider Group

It’s no secret that there are hundreds of tools, platforms, and outside resources that can help you improve your content marketing efforts.

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More Trending

Organic vs paid social media: 12 myths vs realities

Biznology

Organic social media is the use of social networks like Facebook , Twitter , YouTube , Pinterest , Instagram , and Snapchat along with the use of free publishing tools like Hootsuite and Buffer to build a social community and interact with it—publishing posts, sharing others’ posts, and engaging in conversations and comments. Paid social social is paying any of these social networks to boost the reach of posts, display ads and videos, or sponsor messaging. Paid social media is charged on a cost-per-click (CPC) or cost-per-thousand (CPM) basis. Measurements showing the path to conversions, transactions, and sales are also used. The social media landscape is constantly evolving. Which one to use? Why? What is right balance? To understand organic vs paid social media, here are 12 myths vs realities. MYTHS. SOCIAL MEDIA IS ABOUT CONVERSATIONS AND CONTENT: Myth. Yes, it is but it’s also about commerce. Research from Crowdtap revealed 64% of 3,000 people surveyed use social to find inspiration for shopping (up 51% vs. prior year). Nearly half (46%) of social media users are already using social platforms while thinking about making a purchase. 40% of users are actively deciding what to buy based on what they have seen on social media platforms, including reviews and recommendations. This is set to grow. AS MY SOCIAL FOOTPRINT GROWS, SO DOES ORGANIC SOCIAL MEDIA REACH. Myth. Organic Facebook Reach has been on a steady decline. EdgeRank chronicled the decline. From 2012 to 2014, it went from 16.00% to 6.51%, a 60% decline. The studies showed brands that struggled to engage their audience, when measured against brands with “social DNA” were hit the hardest. LARGE BRANDS WITH LOTS OF LIKES HAVE GREATER ORGANIC SOCIAL MEDIA REACH: Myth. According to a Social@Ogilvy analysis of more than 100 brand pages, Ogilvy also concluded Facebook organic reach hovered at 6%. For large brand pages with more than 500,000 Likes, organic reach hit 2%. Facebook sources were unofficially advising community managers to expect it to approach zero in the future. ORGANIC IS MORE EFFECTIVE THAN PAID BECAUSE IT’S MORE AUTHENTIC: Myth. Paid social media is believed to be more effective than organic for nearly 60% of social media marketers in helping their business achieve its goals, according to recent research from Clutch. Some 59% of respondents say they agree with the following statement: “Paid social is more effective than organic social.” Some 33% of respondents are neutral about that statement, and 8% disagree with it. Plus, 45% of marketers planning to increase spending on paid social this year according to a study from SocialCode and the CMO Club. MOST COMPANIES USE EITHER ORGANIC OR PAID ONLY SOCIAL MEDIA: Myth. The great majority of companies us both. According to the Clutch study, 86% of B2B and B2C marketers use both paid and organic social media. THERE ARE FEW LARGE COMPANIES THAT USE ONLY ORGANIC SOCIAL MEDIA. Myth. 13% of larger companies only do organic social media according to Clutch. REALITIES: SOCIAL MEDIA LISTENING REQUIRES ONLY ORGANIC SOCIAL MEDIA: Reality. Organic is ideal for community management. You don’t need paid campaigns to listen to what people are saying about you. It’s always a good idea to listen and monitor mentions and conversations about your brand to guide any social media activity or plan. ORGANIC SOCIAL MEDIA IS EARNED MEDIA: Reality. Just like organic search, the benefits gained from organic social media such as Likes, followers, and advocates are earned and not likely to go away in the near term. With paid social media just like paid search, the benefits are likely to be there as long as you keep paying for them. SOCIAL MARKETERS HAVE TO ENGAGE GROUPS OF PEOPLE BASED ON SHARED INTERESTS AND PASSIONS: Reality. Regardless whether you’re thinking organic vs paid social media, targeting to people with shared interest and values is a requirement of both. And is the way build an audience, relationships, and conversion activities. Hashtags, for example, are equally appropriate for organic and paid social media messaging. COMBINED ORGANIC VS PAID SOCIAL MEDIA DELIVERS BETTER RESULTS: Reality. In a case study for Castrol Motorcycle Oil , the first phase involved an organic social media marketing campaign for six months. It delivered 5,000 fans, a good level of organic growth and 26,000 social interactions showing great engagement potential. But Castrol was focusing on North America and only 20% of the audience came from the U.S. When paid social media was added, this hiked up the number to 36,000 fans and 140,000 social interaction and 50% came from the U.S. SOCIAL MEDIA REQUIRES A STRATEGY AND MEASUREMENT PLAN: Reality. As the Castrol case study showed, organic social media helped develop a strategy for a combined effort and measurements guided success. There is no generic formula to determine the right balance of organic vs paid social media. But a strategy and measurement plan leads you to one. TESTING HELPS ACHIEVE THE BEST ORGANIC VS PAID SOCIAL MEDIA BALANCE: Reality. Response on social media in general is almost instantaneous. In as little as a couple of days, paid social media can be tested. Variations to ads and messaging can also be tested. A small investment in time or money generates a large amount of learning very quickly in social media. Does this help you understand the use of organic vs paid social media? Does your company need guidance to help identify the right combination for your business? Like this post? Sign up for our emails here. The post Organic vs paid social media: 12 myths vs realities appeared first on Biznology. Organic Search Paid Search Social Media Marketing Social Media/PR acitvity ads advocates analysis Audience b2b marketers B2C marketers benefits brand pages brands Buffer Business campaign Castrol Motorcycle Oil Clutch CMO Club comments commerce community managers Companies content conversations conversion conversions CPC CPM Crowdtap decline display ads earned media edgerank Engagement Facebook fans followers goals guidance hashtags Hootsuite inspiration instagram Investment Learning likes measurement plan measurements mentions messaging Ogilvy organic reach organic social media paid campaigns paid social media pinterest plan posts Publishing purchase realities recommendations Relationships Research respondents response reviews Sales shared interests Shopping snapchat social community social DNA social footprint social interaction social media landscape social media listening social media marketers social networks social platforms SocialCode sponsor messaging studies transactions twitter users videos YouTube

Book Review: DISCOVER Questions Get You Connected

Webbiquity

In the age of empowered buyers, business is often won by the sales person who asks the best questions. Deb Calvert, president and founder of People First Productivity Solutions , has written the essential field guide for sales professionals who want to learn how to ask those questions.

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How Personalization Affects Lead Nurturing

Marketing Insider Group

The lead nurturing process walks a prospect through the stages of the sales funnel and continues through the sale. Proper execution requires knowing what to send when and ensuring that you’re adequately meeting your target market’s needs.

Orion is 17.5 light years away, and so is Marketo’s Big Data Project

Act-On

Here’s what to do when you realize your “little data” marketing platform isn’t going to grow into your “big data” platform, after all. If you are a practitioner or follower of Marketing Automation, you’ve probably read a few recent articles about Marketo’s challenges with rolling out “Orion” to their install base. It’s a clear reminder that big shifts in architecture are hard and uncertain, and it’s often the customers who are caught in the transition.

Win Sales Calls with Webinar Production

Speaker: Dawn Baron, President, Passion Profits Consulting, and Shelley Trout, Webinar Producer, Aggregage

As a B2B marketer in 2020, you are being asked to do a lot: brand building, create content, build position as thought leader, generate leads, create ongoing touchpoints with prospects, and ideally generate sales calls. And do all of this with limited resources and time in a crowded world that is fighting you for attention. That’s a big challenge, and we believe a key part of the answer to that challenge is the smart application of webinars for B2B audiences. If you have held back on doing webinars because of the level of effort, or if you want to up your webinar effectiveness, then you won’t want to miss this unique presentation with expert webinar producers Dawn Baron and Shelley Trout.

Why you need 3,643 domains just like President Donald J. Trump

Biznology

Back in October 8, 2013, I wrote Playing the Online Reputation Shell Game. That article was about what to do during and after an online reputation attack vis-à-vis Milo Yiannopoulos. What Donald J.

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5 Things Email Marketers Can Do Right Now To Improve Their Deliverability

Modern Marketing

In my role here at Oracle running Global Deliverability, I have many chances to talk to customers and prospects at all points on the deliverability life cycle.

How to Grow Your Start Up Safely and Quickly from a Flexible Office

Marketing Insider Group

Each year, the number of ‘digital’ enterprises increases. These days, you do not have to be bound to a brick and mortar location to be successful. Plenty of brands operate exclusively via the internet and scores more run their operations from flexible, coworking environments.

6 Best Practices for Setting Up a Lead Nurturing Program

Act-On

To paraphrase an old saying: You can lead a prospect to your website, but you can’t make them buy. On the other hand, you can improve your chances considerably with a lead nurturing program, helping your prospects every step of the way. Easily 50 percent of the leads that your marketing team unearths are not yet sales-ready ‒ but rather than dumping that half of those prospects in the rubbish bin, nurture them to increase your haul of sales qualified leads.

Key Trends in Marketing: Thought Leadership

Thought leadership is a highly effective marketing strategy that highlights an organization’s talent, experience and passion while answering the most pressing questions faced by its target audience.

Why You Need a Cross-Functional Content Marketing Calendar

Contently

I lead a double life, but there’s a secret weapon that lets me get away with it.

For prospecting success, leave your data order till later

Biznology

Marketers looking to acquire new customers, or generate sales leads, typically rely on outside data providers for lists and contact data to give them access to new markets.

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The Best (and Worst) of Times: Why Digital Marketing Needs Agility ASAP

Marketing Insider Group

When Charles Dickens wrote the immortal line, “It was the best of times, it was the worst of times,” I suspect he might have been living through a time of digital disruption much like the one marketers are experiencing now.

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Truth Is Better Than Fiction: Why Marketers Need to Lean into Authenticity

Act-On

Authenticity. It’s a big word with bigger implications. To be authentic means to be true. With your story. To your audience. To yourself. Authenticity in marketing means honesty. Transparency. Disclosing. Telling the truth. Here’s a truth about me. I can’t lie. Not at work, not in my writing, and not personally. Even stretching the truth makes me squirm. Maybe it even makes me a poor marketer. Or does it? Maybe it pushes me to strive more for the truth.

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5 B2B Marketing Trends that You Can't Ignore in 2020

Speaker: Pam Didner, Marketing Consultant, Author and Speaker

Pam Didner, B2B tech marketing consultant, speaker, and author of Effective Sales Enablement and Global Content Marketing, will present the essential marketing trends you need to know in 2020. She'll discuss digital challenges that marketers commonly face and share actionable solutions and templates you can apply to your job in real-time.

Infer Extends Profile Management to the Oracle Marketing Cloud

Ignite Tech

Customers can now use engagement data from Eloqua to build lead, contact and account-based profiles in Infer Profile Management.

The Content Marketing Brand Management Checklist

Contently

Brand management is a little bit like dental hygiene: Those who avoid it are going to end up with big problems that easily could’ve been avoided. Yet marketers who fail to comply with brand standards and legal safeguards risk losing more than just a tooth.

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Is Agile Marketing a Productivity Booster or Buzzword?

Marketing Insider Group

It’s likely you’ve heard the term ‘agile marketing’ at least once today (especially if you’re a member of our MVP Squad).

Rethink Podcast #13: What It Means To Become An Advocate Marketer

Act-On

In this episode of the Rethink Podcast, Act-On CMO Michelle Huff interviews Jill Rowley as they discuss what it means to be an advocate marketer. Jill is a social selling evangelist and start-up advisor. She describes herself as “a sales professional trapped in a marketer’s body.” For much of her sales career, she says, she sold to marketers. And being a great sales professional, she became an expert at knowing her buyer.

Maximize Results Of Attending A Trade Show

Attending trade shows helps your business find new prospects and make connections. By downloading this white paper, you will learn how setting goals and adding pre-planning to every trade show and industry event you attend makes a considerable difference.

Why you don’t need to understand machine learning algorithms

Biznology

Some people think I am a machine learning expert. And in some ways, I am, which is great, because it is suddenly the flavor of the week—and I have lots of companies asking me for help solving their marketing problems with this new secret sauce.

5 Best Practices for Effective Lead Scoring

Prospectr

What lead scoring system do you have in place? Do you have one in place? Are you just beginning to think about one? Don’t worry. I got you covered. Lead scoring has huge time-savings and conversion benefits once you have it down well. But what steps do you take to get there?

Lead Nurturing’s Biggest Challenges

Marketing Insider Group

Lead nurturing is a vital part of B2B marketing because it‘s a key strategy in driving prospective customers towards a purchase decision. When done right, it can eventually turn prospects into loyal customers who can contribute to sustainable revenue for the long run.

What is Brand Marketing?

Act-On

There is a lot of confusion around brand. It’s one of those words widely used but unevenly understood. Is it just a logo, color palette and picking a trendy sans serif font? Or is it bringing clarity to your offering and perception in the market? Just what is brand marketing? And can it be measured? What brand marketing is not is slapping your name and logo everywhere with the hope the carpet-bombing exposure is sufficient to sell your product.

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Why and How to Dominate Google's Featured Snippets

Speaker: Kathleen Booth, VP of Marketing at Prevailion

Until recently, getting to position #1 on the search engine results pages (SERPs) was the holy grail of digital marketing. Now, Google has introduced featured snippets - effectively creating a “position zero.” Through real-world examples and case studies, learn why owning the featured snippet is so important, how to dominate position zero, and what impact it will have on your traffic and leads as the future of search continues to evolve.

Video for account-based marketing

Biznology

Account-based marketing is about extending and expanding your business with your best customers. It’s a hot topic in B2B marketing world, and getting hotter, according to Gartner’s Noah Elkin ‘s Three Trends Driving Interest in Account-Based Marketing (ABM).

Introducing the Content Marketing Maturity Map

ScribbleLive

Building a robust content marketing operation doesn’t happen instantaneously. It’s a journey, and we have identified the five different levels of maturity that are pit stops along the way.

Make Your Content Marketing Influential by Understanding the Influencers

Marketing Insider Group

There is another benefit on top of the Influencer Marketing ROI we discussed earlier this week.potential when used for your marketing campaigns. Information.