Biznology

Why don’t more marketers use keyword research?

Biznology

Any individual can do keyword research with readily available tools such as Google’s Keyword Planner or Trends. So the first step in any keyword research program is to build a central database of keywords and develop governance around them.

Six powerful B2B marketing tactics you may be missing

Biznology

But even using good old Google Analytics , you can see what companies have visited your website and develop strategies for how to take advantage of this information. There are so many great new techniques in B2B marketing today, it’s hard to keep up.

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6 types of content your readers hate

Biznology

Even if you have shocking information to impart, let the content speak for itself. Probably not—unless a major university or organization has conducted research to back up your claim. While creating content, look for well-respected publications that publish research on the topic.

How to reach your customers at work or at home

Biznology

StiristaLINK’s files are pretty sizable: 20 million B2B profiles are enhanced with consumer information, and 55 million consumer emails are linked to a B2B profile. To validate the match, they conducted research into a sample of the linked records, and found a 97% accuracy rate.

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Influencers: the key to content marketing

Biznology

These are the people who know the most about the products and can give the “inside” information B2B buyers are hungry for. Techies are not known for their ability to make complex technical information accessible to those unfamiliar with the products they build.

Why walking meetings can be wonderful at work

Biznology

Other research shows that the act of walking leads to increases in creative thinking , leads to more honest exchanges with employees , and are more productive than traditional meetings. Clearly, the research into walking meetings shows that there are many benefits to it.

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Tactical video for technology sales and marketing

Biznology

You can increase the credibility of a straight testimonial by providing additional information about the customer’s application. All would benefit from clickable enticing chapter headings that summarize topics covered and allow the viewer instant access to information she cares about.

6 assumptions push marketing gets wrong

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Digital is a literal medium that only works if you build trust and loyalty with your audience by helping them get the information they need. For example, “Four out of five dentists surveyed…” says nothing about how the research was done, how many dentists were surveyed, etc.

11 inspiring case studies of digital transformation

Biznology

Glassdoor used its data for labor market research in the US; a portfolio of Fortune’s “Best Companies to Work For” companies outperformed the S&P 500 by 84.2%, while a similar portfolio of Glassdoor’s “Best Places to Work” outperformed the overall market by 115.6%.

Better built than bought – how to build your email marketing list

Biznology

Examples of lead magnets include informational articles, informational videos, how-to guides, worksheets, and any information that is clearly and obviously not sales material.

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Five habits of highly-effective entrepreneurs

Biznology

Since birth, 918 New Zealanders (now in their 40s) have been the source of data for a research project looking at the relationship between genetic profiles and success , cleverly dubbed the “success gene theory.”

2 applications of marketing AI

Biznology

The major hole in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing is the lack of information on marketing artificial intelligence (AI). My team built a first-of-its-kind Watson-powered keyword research tool. Keyword research allows you to learn the voice of your customer and tune your marketing messages for them.

Why account-based marketing is a game changer for Japan

Biznology

I am defining ABM as “strategic marketing that aims to maximize sales revenue from defined target accounts, by integrating customer information within the organization and aligning marketing and sales.”.

5 tips to help you make business decisions that get results

Biznology

Collect all of the basic information that impacts your business. It’s essential–you don’t want to miss important information that might impact how you run your small business. It’s also good to gather information so you can eliminate opinions that others have when you present the facts.

50 Facts about online consumer behavior not to ignore

Biznology

81% of consumers research online before buying. ( 96% of consumers have searched for product information from their mobile device. 94% of B2B buyers research online for purchase decisions. 89% of shoppers do online research before purchasing an item in-store.

How to get 67% more revenue opportunities using LinkedIn and not just leads that go nowhere

Biznology

The people who said “yes” to a call were just looking for free information, to network, and maybe refer the company. This shotgun thinking assumes that getting the sales information “out there” may eventually lead to a sale.

8 things you can do to significantly improve your SEO

Biznology

A good thing to keep in mind is that search engine algorithms rate the relevance of keywords on pages and in the meta data, but also evaluate other information like the time visitors spend on your site, the presence of broken links, the inbound and outbound links, bounce rate, the pages viewed and more. Research shows that content around 2,000 to 2,500 words ranks the highest in search engine results. What do you think of when you hear the term SEO?

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How do you sell when your buyers can’t buy? Mounting dysfunction in the B2B buying process

Biznology

But new research from CEB , now Gartner , suggests that things are even worse these days: it’s buying gridlock. Your research found a lot of dysfunction in the B2B purchase process. The world that we operate in–selling or buying–it’s a world of “more”: more information, more options, and frankly, just more people involved in a purchase decision. Everyone is aware that B2B buying is complex. It involves multiple parties over long decision-making cycles.

Socialize your videos for business development

Biznology

Buyers crave the information and new ideas that your subject matter experts can share. Packaging your SMEs in two-minute — or thirty-second — chunks will provide a long-lasting research resource for future buyers.

10 Marketing trends to watch for 2017

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Be sure to follow this trend and look into tools that will help you process all of the valuable social analytics information that is out there, waiting to be mined.

Five levers of relevance for digital authors

Biznology

In the case of information, the work involved requires cognitive effort. This is why I emphasize keyword research to understand topics of interest to our audience. Keyword research gets you in the game, cognitive levers help you win it.

Are you using your website search as customer research?

Biznology

Using that information to plan improvements to the content on that page is one of the fastest ways for you to improve the page. For information on all my online courses, click here. The post Are you using your website search as customer research?

Where is B2B marketing headed? 7 predictions for 2018

Biznology

As interest grows, so will marketing departments focus on how to deliver consistent, informative, and enjoyable experiences—online and off—to customers and prospects. They are now responsible for researching and influencing 65% of purchase decisions, and in 13% they are the decision-makers themselves. End-of-the-year predictions are a dangerous business. I will take the risk and just hope that at the end of 2018, no one looks back to call me on it!

15% of today’s jobs will be gone by 2030

Biznology

The information in this article comes from the McKinsey Global Institute. In November of this year, the McKinsey Global Institute conducted new research about the future job landscape in the coming years. It might be time to start thinking about a career change if you are in any of these types of jobs in the global workforce. It is crazy to think that within the next 15 years so many jobs of today will be obsolete.

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Increasing customer engagement with videos just got easier

Biznology

A similar approach to increasing engagement is to make the key information in your videos easier to find. Increasing customer engagement with video is not the same as upping the level of charm in the video. It’s getting the customer involved.

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Search: The art and science of identifying your target audience

Biznology

And if they don’t act accordingly, at least you have the data, research, and insight to back up your investment decisions, right? Think about it: how often do you search using something like “I am a CMO with fourteen years of experience looking for information related to digital marketing”?

5 blog post ideas that take less than two hours to write

Biznology

But remember, unless you have permission from the person who initially asked the question, don’t include their name or any identifying information. However, the transcript from a fast, 15-minute interview would be 1,500 words or more of tasty, informative content.

How to use customer data to develop marketing insights

Biznology

In fact, small businesses can and should collect valuable customer information, just like big businesses. Basic Contact Information. Ideally, you’re gathering the contact information from people before they become customers.

To get the best prospecting data, use a broker

Biznology

Use your market research, audience profiles and personas—whatever richness you can add to the description and the marketing strategy. Build in enough time for the broker to research your options and prepare a recommendation for you.

4 tips to improve your YouTube channel

Biznology

Support customer research. This makes it important to select keywords that are relevant to people who want to find new information. Another goal of your YouTube video is to send fully interested prospects to your website to get more information about what you offer.

Earned-media micro-influencer marketing primer

Biznology

We’re researching influencers now with the goal of collecting 6,000 long-tail micro-influencers for our next campaign at Gerris. In my humble opinion, modern influencer marketing is traditional public relations pitching corrupted by huge Madison Avenue advertising money.

Credible or not? 5 questions to evaluate research sources

Biznology

It linked to a blog post covering a topic I’ve been researching for a client, and the study it cited is just what I need to prove our point. When researching your next piece of content, ask yourself these five questions before citing any data, statistics or expert assessments.

How to improve sales with online chat software

Biznology

Forrester Research recently stated that 44% of online consumers are of the opinion that a live person in the middle of an online purchase is one of the most important features a website can offer.

Micro-Influencer Marketing is the new Influencer Marketing

Biznology

We’re researching influencers now with the goal of collecting 6,000 long-tail micro-influencers for our next campaign at Gerris.

Let the market view in

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They have a point of view, are comfortable with their perspective and only accept information that confirms their opinions. In addition to an over reliance on biased but readily available information, many marketers suffer from an “internal out” view of the world.

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Branded content just another shade of fake news?

Biznology

A great deal of what we now call “content marketing” can be traced back to basic business blogging where a brand built audiences by attracting informed search to valuable, relevant content. Remember blogging for business? Better still blogging by brands?

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Content marketing personalization: know your audience

Biznology

Popular tools and concepts you’ll hear about include voice of customer (VOC) research, creation of customer persona, and developing customer profiles. As you can imagine, this is incredibly valuable information. Let’s face it: if you’re not doing the research, you are guessing.

Fake news is an old tradition

Biznology

Large companies are not exactly the most trusted sources of information, and if their media surrogates can’t be trusted either, what is a brand to do? Years ago, Cornell researchers proved that fake product reviews could be detected. It’s been over a year since Donald Trump was elected US President.

How long should your online business video production be?

Biznology

We watch online videos to get informed and make decisions across every stage of the purchase cycle… and this trend will only increase over the next few years. As most B2B sales need human interaction, once that prospect is talking to you in person, their research continues.

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Why you should consider centralizing your search keyword lists

Biznology

Every major function in marketing and communications needs keyword intelligence to do their jobs: Market researchers need the right keywords to listen to the whole conversation and find the most influential voices in it. Photo credit: Wikipedia.