4 Reasons Employees Should NOT Own Branded Social Accounts

As marketers we all understand the importance of social media from a strategic standpoint. Many things go into a well-crafted social media strategy that produces results such as traffic to your site, leads and even revenue. But what do we do when colleagues start to create corporate branded social media accounts specifically for their division, department, role or job? Continue reading

Building Relationships with B2B Customers By Creating Personas

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For far too long marketers have divided the world of business into two classes, B2C and B2B. However, I never understood this concept as we deal with people in both cases. Does it really matter if a business is buying service or product or a consumer? I think not, because both have a need, demand, pain point and/or a challenge to solve.

In the world of B2B, buyers are people who generally are looking for a solution to their corporate problem versus a personal problem or need. In this scenario, the buyer or decision maker is tasked with looking for a product or service to solve their company’s need. Where do most people turn when they have to find something? Google, of course. Continue reading

7 Horrible Mistakes You’re Making With Your Content Marketing Strategy

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According to B2B Marketing Insider, Marketers, on average, spend over a quarter of their marketing budget on content marketing. 78% of B2B marketers are creating more content than they did one year ago (Content Marketing Institute). However, only 42% of marketers feel they are effective in their content marketing efforts.  If marketers have the budget and they are producing more content than ever before, then why do they feel their content is not effective? Why are marketers creating content that serves no purpose or does not produce results? Perhaps it’s because they were told they need content but never told why. Continue reading

The Secret to Creating a Solid 2015 Social Media Strategy

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Over the past few years social media has grown in importance for any marketing campaign. From 2012 to 2013 Twitter grow over 44% while Facebook grew over 23% in monthly active users. To put this in perspective, that is approximately 150 million new users combined on Twitter and Facebook (see infographic below provided by Search Engine Journal).

Despite this tremendous jump in numbers, most marketers and brands still struggle to figure out how to effectively use social media to drive customer engagement and ultimately revenue.Why is this? Well, I think mostly because it is not easy. It takes strategy, planning and time. It is also difficult to track an accurate ROI. According to an Adobe survey, 52% of marketers cite difficulties in accurately measuring ROI as their biggest source of frustration in social marketing.” A well thought out and executed social media strategy must be for the long term and marketers are still used to immediate results to measure campaign effectiveness.

So what does a solid social media strategy look like heading into 2015?

Continue reading

The Rise of the Machines – The Top 5 Benefits of Marketing Automation

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This year was the year of marketing automation as 2014 saw a tremendous rise in popularity for marketing automation tools. Despite this growth only about 5% of marketers, use some type of automation tool, according to Jeff Ernst of Forrester Research. For those that do not know what marketing automation is, technology platforms such as Marketo, Eloqua and HubSpot enable marketers to more effectively market to the many channels that exists online and offline today by automating many of the tedious tasks needed. Continue reading

Back from #INBOUND2014 and Drinking the Coolaid

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This week I attended HubSpot’s annual conference on inbound marketing called INBOUND 2014. The conference had over 10,000 attendees, almost double the 2013 numbers and was held in the Boston Convention Center (that place is huge by the way).

The conference spared no expense and brought in several of the heavy hitters in the industry  from throughout the content marketing and inbound marketing world such as; Chris Brogan, Malcolm Gladwell, Guy Kawasaki,  David Meerman Scott, Simon Senik, Rand Fishkin, Joe Pulizzi and Jeanne Hopkins just to name a few. All sessions had the central theme of personalization, content, promotion and tracking. If you don’t do any one of these and do them well, you are missing something. Continue reading

How Content and New Media Has Changed the Way We Shop

Why is today’s buyer more informed and savvy than any other buyer in history? Content marketing.

According to Ipsos’ report Interconnected World: Shopping and Personal Finance, “61% of global internet users research products online” and “44% of online shoppers begin their research by using a search engine.” These statistics may not seem that earth shattering to the modern-day marketer, but to those marketers working for companies that still rely on cold calling and conferences as their primary source of leads, these stats can be a game changer. Continue reading