Sales vs. marketing: Who's out-innovating whom? VentureBeat Kardon grossly underestimates the innovation that's currently disrupting sales, possibly because he defines “sales technology” as being limited to customer relationship management (CRM).
Everyone in your organisation will want to contribute to your inbound marketing when they understand how google works (This is the first step in getting all the content you need for your inbound marketing http://t.co/K9jkaYpAfj)...
How to Use Calls to Action When Driving Viewer Engagement OnlineVideo.net That's an important question that needs to be a part of your video planning. What do you want people to do after they've seen your video?
Tim Pratt's insight:
Great idea how Pepsi used campaign hash tag on Twitter video post with a CTA to retweet so that they could learn more about their consumers.
Why the content marketing deluge will force all B2B marketers to raise their game and build a great content brand. (Saw @dougkessler at Inbound Marketing yesterday, and he was awesome.
Tim Pratt's insight:
A great locker room speech for the battle of the brands in the oncoming deluge of content marketing. And who said it was a good idea to make a sales call to a family household at dinner time? How long before consumers block out content after they get a bad taste for it?
Asked to identify their top 3 marketing business challenges, almost half of retailers indicated that they can’t keep up with the new ways consumers are using technologies, according to[download page] new survey results from RSR Research. While that wasn’t the top response overall (61% complained that customer retention has become more difficult and building customer loyalty is challenging), it was the top concern for so-called “winners,” who boast comparable store/channel sales growth of more than 5%.
61% of winners cited consumer use of technology as a top-3 marketing business challenge, with customer retention and loyalty concerns trailing (50%).
By contrast, “laggards” (with comparable store/channel sales growth of less than 5%) are very concerned with customer retention (89% citing as top-3), with few (31%) worried about the new ways consumers are putting their technologies to use. In fact, laggards appear to be more anxious about differentiating their brand from the competition (44%), a concern that that isn’t shared by those in the winners category.
Retailers who are concerned with keeping up with the new ways consumers are using technology are more successful and more confident about their unique selling proposition and their ability to maintain customer loyalty. Ironically, those retailers who are struggling are not that concerned about keeping up with the new ways consumers are using technology.
Online marketing experts have spent a lot of time providing advice on managing online ratings and reviews for local businesses — but reputation can have much broader impact than your reviews in Yelp and Google.
Read this article for advice on how to increase your inbound marketing customer conversion ratio.
Tim Pratt's insight:
I like the idea of quality leads over quantity. The kind of leads that came from Mitch and Murray, the kind of leads that are for closers. But he suggests a soft touch and advised not to make it a sales call. I think that ABC still applies, but close on a commitment for a follow up call from their assigned brand ambassador and community outreach representative. Give an incentive to answer the scheduled call.
New way to think about the 5 types of media: Paid, Earned, Search, Social and Home media
Back in the 1990s, we would have thought the 5 types of media would have been TV, newspaper, magazine, out of home and radio. Life was simpler back then. But since 2000, media has exploded and shifted dramatically. Now Brand Leaders are confused as to what to do and how to leverage media to drive their brands.
PAID media is the Traditional (TV, Print, OOH, Radio) and the new Digital options. While paid might look like an equal opportunity to the equal spender, its not always the case. The more Beloved brands win in this space because they get asked first, they get better slots, lower rates, and more integrations.
With EARNED media, you need to create and manage the news cycle with mainstream news, expert reviews and blogs. Beloved Brands are newsworthy and new Products are a story. My own belief is that every brand should have a PR plan. News is such a ubiquitous part of our current lives–you need to be part of that news cycle.
SEARCH Engine Optimization balances earned, key words and paid search. Being a famous Beloved Brand helps to bypass paid SEO. So if you are fighting against the power of those beloved brands, you need to leverage search as a way to break through. On more complicated purchases (cars, electronics, travel) search is an essential tool for the consumer to gain more information before they get comfortable with the purchase options.
For SOCIAL media, we need to first stop thinking that it’s free. It’s not. It’s resource intensive to do it right. And the more Beloved Brands have advocates that follow, put their views forward and share news on the brand that creates positive interactions that helps to influence others. While you can build up your social, you might need to first build your brand so that the effort you do via social media pays off. Nothing worse than an embarrassing social following. I drove past a gravel pit last year that said “Like us on Facebook”. What a waste of effort to get 19 people–mostly employees and friends. How about “Rocks $9 a pound” would have been a better option.
HOME media is your landing page. It’s a destination for some brands or could be a complete waste of time for others. Depends on the type of brand you have. Your website where you can use as a source of information, influence or even closing the sale. If e-commerce makes sense for your business.
Where is your Brand?
Before deciding what type of media you want, you need to first understand where your brand is. I’m a big believer in the Brand Love Curve where brands go from Indifferent to Like It to Love It and all the way to Beloved. If you start to look at how media might match up to that love curve and framed through a consumer buying system, we can see that when your brand is INDIFFERENT, your main focus should be using awareness and consideration to drive trial for your brand. That would mean announcement style media (mass, targeted digital, event) as well as starting to play in the search area so you can help facilitate consumers looking for more information.
As you move to the LIKE IT stage, you want to begin separating yourself at the store level. Yes, you still need the awareness, but you want to make sure that you drive at the crowded retail level to separate yourself from your competitors. This could mean point of sale signage or even the influence of experts at the store level. If consumers are satisfied, you should be pushing them to share that positive experience with others. Here’s where social media plays a large role, whether it’s traditional social media (Facebook or twitter) or the more influential social media such as YELP or IMDB. As you move along the curve to LOVED and BELOVED brands as well as matching to the buying system, you’ll start to see the growing importance of event marketing to core users or social media as a badge of honor to share with others.
The problem I have with many media options, is people at the INDIFFERENT stage think they need a Facebook page. Well, once all your relatives like that page, you might have 46 followers, which might expose how little people care about you. On the flip side, I still am seeing LOVED brands pounding out 30 second TV ads that tell the consumers what they already know, all but forgetting the other media options available to them.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.