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Content Marketers Beware: How to Keep Up ... - Social Media Today

Content Marketers Beware: How to Keep Up ... - Social Media Today | Digital SMBs | Scoop.it
It seems like every time I get a handle on a social media channel or a search optimization technique—something changes. Facebook expands its insights, Google introduces Panda 20, and the list goes on.
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Social Media Marketing Ranks As B2B Marketers’ Most Popular Tactic

Social Media Marketing Ranks As B2B Marketers’ Most Popular Tactic | Digital SMBs | Scoop.it

Eighty-seven percent of business-to-business (B2B) marketers now spread their message through social media, according to a new report from the Content Marketing Institute (CMI).


CMI's 2013 B2B Content Marketing Benchmarks, Budgets and Trends research report found that social media marketing outpaced company-written articles to become the most commonly used tactic for B2B marketers.


The report says that LinkedIn is the most popular social media platform for B2Bs with an 83 percent adoption rate. That percentage is up from a 71 percent rate last year. Facebook and Twitter came in second to LinkedIn with a tied adoption score of 80 percent.


In all, CMI says that B2Bs are using more marketing tactics than ever before. Tactics range from social media all the way to in-person events. According to the report, all tactics saw a rise in company adoption except print advertising, which stayed consistent from last year with a 31 percent adoption rate.


"We applaud [B2B] marketers for doing more and trying new tactics, although we must say we are pretty sure that throwing content at a customer is not the answer," CMI said in its report. "But it's all part of the progress we are making as we evolve from marketing departments into what are starting to look like B2B publishing departments."


While social media has become a prime tactic for B2B content marketers, many B2Bs still wonder how effective the likes of Twitter and LinkedIn are. CMI reports that only 49 percent of B2B marketers think social media marketing is effective for their audience.


The marketers instead tended to lean toward the thinking that in-person events were the most effective way to spread their message. Sixty-four percent of B2B marketers said they thought in-person events were a very successful part of a marketing strategy.


Sixty percent of B2B marketers surveyed said they measure marketing effectiveness by web traffic statistics. Sales lead quality was another major barometer for effectiveness with 51 percent of marketers using it as a measuring stick.


Social media sharing is also becoming an important way to gauge marketing effectiveness. Forty-five percent of B2B marketers say they use social media-sharing statistics to find out if their marketing efforts were effective.


Another major trend in CMI's report was the growth of B2B content marketing budgets. CMI found that 33 percent of B2B marketing budgets were going to content marketing efforts. The mark represents an increase from last year's figure of 26 percent. B2B marketers surveyed also reported that they would be looking to expand their content marketing budgets next year.


With the increased budgets and new tactics being formed, B2B marketers say they are having a hard time creating enough content. Sixty-four percent of marketers surveyed said their biggest challenge is producing enough content for their marketing efforts.


Despite the increased demand for content, many B2B firms are dropping outsourced content creators from their budgets. According to CMI, 56 percent of B2Bs are creating content in-house only. The number marks a major increase from last year's statistic of only 38 percent in-house B2B marketers.

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How to Get More Customers With the Same Amount of Traffic by Using Customer Funnels

How to Get More Customers With the Same Amount of Traffic by Using Customer Funnels | Digital SMBs | Scoop.it

Excerpted from article on KISSmetrics:

"Getting quality traffic on the interwebs is one of the hardest things you’ll ever have to do. We can spam Twitter, Facebook, Reddit, and LinkedIn all day. We’ll get a ton of traffic. But that won’t get us anywhere. We might go from 100 visits to 10,000 visits and still have only 2 customers.

Luckily, we have another option…

 

Get more customers with the traffic we already have:

The key to making this work is the marketing funnel.

Remember, funnels measure the number of people who move through a series of steps in order to become a customer.

...

Funnels help you find the bottleneck in your customer acquisition.

 

Once you know where people drop off in large batches, you’ll know which part of your business needs the most improvement. And once you fix the problem, you’ll get more customers with the same amount of traffic. That’s the beauty of tracking funnels.

 

5 Best Practices for Building Funnels

1. Fewer Steps is Better than More Steps:

One of the easiest ways to increase the percentage of people who get through your funnel is to eliminate a step. Yup, just hack it out completely. Even if you have an amazing design, world-class copy, and a perfect product, you’ll still lose people at each step.

I want you to be RUTHLESS with your funnels. Hack and slash every unnecessary click, field, button, and page you can. Have no mercy.

 

2. Start With a Benchmark:

This applies to ALL your metrics, not just your funnels.

Based on your industry, business model, target market, and the alignment of the stars, you’ll find a huge difference in metrics from one site to the next.

 

3. Look for Bottlenecks

I already alluded to the best way to prioritize your funnel improvements.

When you’re looking at your entire funnel and trying to decide which step gets your attention first, start with the bottlenecks. In most funnels, there are one or two steps that aren’t really steps. They’re brick walls.

Your mission? Find your bottlenecks and patch them asap.

 

4. When A/B Testing, Track the Impact on the Entire Funnel

Once you find your bottlenecks, you’ll want to start launching improvements to see if you can fix them. The best way to do this is with an A/B test.

A/B tests typically track only the next step.

As soon as you start testing improvements in your funnel, test your changes on the ENTIRE funnel instead of just the next step. This way, you won’t slow your customer growth by accident. And yes, I’ve seen this happen.

 

5. Track People

There’s a myth that most marketers automatically believe. As soon as you start to track your funnel, you’ll assume that customers move orderly through it.

This is false.

People bounce around in funnels.

So how do we get around this? Use customer analytics so you can track people. Then you’ll know how many people moved through each step, even if they’re bouncing around beforehand..."

 

The article is analyzed with more information, examples, and some tools. Read full article here:

http://blog.kissmetrics.com/use-conversion-funnels/

 


Via Giuseppe Mauriello, Beth Kanter, Heather Buckley
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Thought Leadership as a Core Marketing Platform - Forbes

Thought Leadership as a Core Marketing Platform - Forbes | Digital SMBs | Scoop.it
ForbesThought Leadership as a Core Marketing PlatformForbesRecently, I downloaded a white paper called “B2B Marketing Trends and Predictions for 2012” published by Forrester Research.
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7 Truths About Social Media and Online Relationships - Huffington Post

7 Truths About Social Media and Online Relationships - Huffington Post | Digital SMBs | Scoop.it
The Guardian7 Truths About Social Media and Online RelationshipsHuffington PostWe are both active on a ton of social media networks including Facebook, Twitter, Instagram and LinkedIn to name a few. You name it, we've tried them.
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The Mobile Industry In Numbers

The Mobile Industry In Numbers | Digital SMBs | Scoop.it

This is the H1 2012 edition of the 100 Million Club - the watch list of the top mobile platforms and handset manufacturers.

This Infographic by VisionMobile will give you some insights into the mobile market and help put things into perspective.

Here are some of the insights:
- Smartphone sales penetration continues to accelerate, growing from nearly 30% in Q3 2011 to nearly 40% in Q2 2012
- Nearly 2 out of every 3 smartphones shipped in H1 2012 were Android devices
- Despite low device sales, the Windows platform already has over 100K available apps in Windows Marketplace
- Although Symbian is obsolete, it still has a sizable installed base – larger than bada and Windows Phone combined
- In the handset market, Apple and Samsung account for 63% of revenues and over 98% of the profits, depriving other vendors of oxygen and therefore the ability to invest in handset differentiation and marketing
- In the smartphone market, Apple and Samsung claim more than half of total shipments. Nokia is shipping more Symbian handsets than WP handsets and their smartphone share has fallen to 7%, down from 16% in H2 2011

Source. http://bit.ly/UzK5Yn

VisionMobile have released further research - Mobile Megatrends 2012 . http://bit.ly/QUAq8s


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Research Shows B2B Marketers Increase Spending, Activity in Content Marketing - DailyFinance

Research Shows B2B Marketers Increase Spending, Activity in Content Marketing - DailyFinance | Digital SMBs | Scoop.it
MediaPost CommunicationsResearch Shows B2B Marketers Increase Spending, Activity in Content MarketingDailyFinanceCLEVELAND--(BUSINESS WIRE)-- A new study from the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove (NAS:...
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Guest Post: The State of Social Customer Service in 2012

Guest Post: The State of Social Customer Service in 2012 | Digital SMBs | Scoop.it
Harry Rollason, head of marketing at Useful Social Media, explores the fundamentals of social customer service for your business and how it has changed the face of customer service in 2012 – from using social channels to acquire new customers to...
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Marketing Automation Rules - Or Does It? - MediaPost Communications

Marketing Automation Rules - Or Does It? - MediaPost Communications | Digital SMBs | Scoop.it
Marketing Automation Rules - Or Does It?MediaPost CommunicationsAs a marketer, every day you're seeing technology take over your life, enhance your work and threaten to render you obsolete.
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Are You a Content Marketing Expert? Take the Black Belt Test

Are You a Content Marketing Expert? Take the Black Belt Test | Digital SMBs | Scoop.it
Only if you've mastered at least one of the techniques outlined in this post do you have a legitimate claim to the status of black-belt content marketer.
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Marketing Darwinism: Four Ways to Evolve Your Online Conversions - iMedia Connection (blog)

Marketing Darwinism: Four Ways to Evolve Your Online Conversions - iMedia Connection (blog) | Digital SMBs | Scoop.it
Marketing Darwinism: Four Ways to Evolve Your Online ConversionsiMedia Connection (blog)When you think about it, the Darwinian idea of evolution is not a far cry from the way we as marketers adapt and change to new technology.
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Measuring Your Brand Equity : Branding Strategy Insider

Measuring Your Brand Equity : Branding Strategy Insider | Digital SMBs | Scoop.it
Brand equity measurement is a core discipline of The Blake Project.

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The Anatomy of Tomorrow's Inbound Marketing Strategy Today [Infografic]

The Anatomy of Tomorrow's Inbound Marketing Strategy Today [Infografic] | Digital SMBs | Scoop.it

There are many schools of thought and methodologies defining what inbound marketing should look like. Most of them position content marketing, social media marketing and SEO as the core of inbound marketing. From a 20,000-foot view, this has definite merit. However, with the right technology, enough content, well-developed personae and a good understanding of the brand, inbound marketing strategy can be much more stratified and robust.

 

Read More At: http://www.seomoz.org/blog/the-anatomy-of-tomorrows-inbound-marketing-strategy-today


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Martin (Marty) Smith's comment, October 21, 2012 4:52 PM
Thanks Jeff.
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How To Train Your Employees To Handle Social Media

How To Train Your Employees To Handle Social Media | Digital SMBs | Scoop.it

An important step for a brand that has a social media strategy, and wants to avoid crises, is to ensure that employees understand how to use those tools.

This Infographic by Mindflash demonstrates that 76% of companies do not have a clearly defined social media policy.

Social media consultants can be an expensive addition to your business. But in this day and age, no company can operate without a sound social plan.

 

Your best social media team might actually be your current workforce. But how can you find your company’s natural social media rock stars and get your entire team on board with your goals?

 

The Infographic breaks down how your team members will likely react to the need for social media training. For example, some of your employees may already have popular social media channels in their personal lives, while others may be opposed to your business’ push online.

 

Keep in mind that your team probably represents a wide range of social media experience. This will help you know how to identify the different groups and understand how to best get them ready to implement your strategy.


 

Source . http://bit.ly/Yhuo7j


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Leaders Online's curator insight, December 11, 2012 7:58 AM

Hoe kun je je mw social media dusdanig laten gebruiken dat je je organisatieresultaten beter kunt bereiken? 

Hier een infographic dat ingaat op de verschillende ervaringsniveaus die jouw mensen kunnen hebben. Handig om rekening mee te houden bij de uitvoering van je social strategie.

2DiFore Marketing Solutions's curator insight, March 15, 2013 5:37 AM

As you round out your work week our team wanted to share this thought with you to make your Social Media strategy that much more powerful! Companies have secret weapons, their employees and we bet they are on many platforms so why not encourage them to share your message with their followers.

BSN's curator insight, October 27, 2013 6:57 AM

How To Train Your Employees To Handle Social Media

 

#training #socialmedia 

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4 Tips to Get Mass Traffic on Your Social Media Pages - iMedia Connection (blog)

4 Tips to Get Mass Traffic on Your Social Media Pages - iMedia Connection (blog) | Digital SMBs | Scoop.it
4 Tips to Get Mass Traffic on Your Social Media PagesiMedia Connection (blog)Social Media is a fantastic way to spread the word about your products, services, or brand.
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7 Content Curation Tips For Personal Branding Success

7 Content Curation Tips For Personal Branding Success | Digital SMBs | Scoop.it

Roger C. Parker writes 7 tips to keep your content curation fresh and interesting and prevent your readers from becoming bored and tired out.

 

It's important for your content to have purpose, relevance, contain an element of serendipity that allows your readers to discover new cotent, have an added level of value, be engaging, and meet a happy medium between scarce and consistent.


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Service helps small businesses build visibility for marketing content - ZDNet

Service helps small businesses build visibility for marketing content - ZDNet | Digital SMBs | Scoop.it
Service helps small businesses build visibility for marketing contentZDNetSmall businesses with an active blogging campaign or lots of marketing brochures and white papers to promote might want to consider a new cloud service from New York-based...
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Killing "Social Media": Information, Actions, Results, PEACE from Datasift

Killing "Social Media": Information, Actions, Results, PEACE from Datasift | Digital SMBs | Scoop.it

Datashift has released a new query builder for customers working with social media. It answers a simple question: what do you do as a company, with all that data, all the Tweets, Facebook and blog comments about you?

Marty Note
We will know we've arrived at our destination when the phrase "social media" is dead and gone. Social media is NOT NEW. It has been known by many names such as customer service, Dale Carnegie and the Golden Rule, but NEW not so much.

Yes the tools are new. We are like small children at Christmas both elated and confused about what present to open first. Once opened our confusion moves to what new thing to play with first.

Between NOW and THEN, the day "social media" ceases to exist as a term with meaning, we will go down many wrong roads. We will hold our heads in our hands and worry about ROI. We will do the WRONG things in the WRONG ways. We will break our favorite toy or two or three.

Our journey should look for the blinking TRY THIS signs. I saw the blinking sign for DataSift and it is worth a look because of this paragraph:

In the talk, he (DataSift CEO) pointed out that companies who handle social media well do more than just respond to negative tweets and comments. For their biggest fans they enter into conversations, learning as much as possible, often giving them great service. He gave as an example the chasm between United Airlines, which didn’t seem to care what he tweeted about them, and Virgin America, who responded to a tweet concerning a cancelled flight by booking him on a new one.  

YES social media is a CONVERSATION!

 

If large brands or you or me treat social with the same arrogance used for most branding and marketing.....well good luck with that. Arrogance ain't working so well in case you missed the memo.

I promise to check out Datasift and report back. They got me, know let's see that the do with me :). 


Via Rami Kantari, Martin (Marty) Smith, digitalassetman
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How to predict the future of digital marketing

How to predict the future of digital marketing | Digital SMBs | Scoop.it

In every industry there's a bellwether that points to future trends. Do you know what it is for digital marketers? And more importantly, are you paying attention?

 

If you want to know where the future of the industry is going, look no further than the technology providers that are getting consumers hooked on new cool innovations. Siri is now our personal assistant, we're addicted to Google for information, maps, and more, and we're even starting to use our cars as connected devices. Culture is changing as a result of technology, and your understanding of how tech giants are sculpting the future is critical to understanding how to create relevant marketing campaigns. Digital marketing legend Shelly Palmer speaks to iMedia about the the changing technology landscape, and the future of the industry.

 

VIEW VIDEO CLIP HERE 

 

Conversation highlights
0:00 — The most interesting companies at the Digital Collective
0:20 — Are tech giants getting too much attention?
1:16 — A message for undervalued companies
2:00 — Predicting the future of digital marketing
2:50 — Why we will live in a very different culture
Run time is 3:37

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How B2B marketers can move closer to the money

How B2B marketers can move closer to the money | Digital SMBs | Scoop.it

When it comes down to it, few B2B marketers get the respect they deserve. The day-to-day operation gets the product out the door. Finance pays the bills. Sales bring in new business. And marketing? Well, marketing often spends an unfair amount of time reminding everyone in operations, finance and sales exactly what marketing does. But it shouldn’t be that way.

 

B2B marketers can move closer to the money by reconnecting with their sales force. Some of the best B2B marketers are the ones who have invested time to understand what sales needs from marketing and aligned their efforts with the revenue-generating troops on the front line.

 

It helps to start by understanding what a sales person’s job is all about (spend a day with one of your company’s top reps). Most sales professionals are motivated by two basic concepts: numbers and relationships. If marketers can help their colleagues in sales a) build and strengthen relationships, and b) meet their sales targets, they’ll be on the road to reconnecting with the sales force and moving marketing closer to the money.

 

Here are four ideas B2B marketers can put to work to reconnect with the sales force, and move marketing closer to their company’s revenue stream.

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The State Of Social Media Marketing

The State Of Social Media Marketing | Digital SMBs | Scoop.it

The team at Awareness surveyed 469 marketers from wide varieties of industries, company sizes and levels of social marketing expertise. Respondents came from a cross-section of executives, managers and those who support the social marketing functions within their organizations.

This Infographic summarizes the key findings from The State Of Social Marketing Report: 7 Major Findings & In-Depth Analysis

7 items with important business value:

Misalignment Between Business Objectives, Measurement Methodologies and Social Marketing Investment Tighter Integration between Social and Rest of Marketing and Business Overall Social Marketers Are Starting to Measure What Matters Marketers Are Yet to Tap into the True Potential of Social Social Marketing Budgets and Resources Insufficient to Drive Value Top Social Platforms: The Big 3: Facebook, Twitter, and LinkedIn Still Dominate Limited Outsourcing

The State Of Social Marketing Report: 7 Major Findings & In-Depth Analysis http://bit.ly/Tz2qiw

Source. http://bit.ly/VeaJBR


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Phyllis Smith's curator insight, February 10, 2013 7:58 PM

Social Marketing is rising - watch where it's going in 2013.

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47 Digital Media Resources You May Have Missed

47 Digital Media Resources You May Have Missed | Digital SMBs | Scoop.it
Catch up on the latest digital media resources with our weekly features roundup.

 

From a supersonic free fall to the Long Island town hall brawl, this past week was intense. Now that it’s over and you have time to decompress, this is a perfect opportunity to add a few digital tools to your digital toolbox.

 

Like usual, your friends at Mashable have been tinkering with all the latest apps and gadgets, and we’ve found some you’re sure to enjoy. Our digital resource guide includes social media advice, educational tools and apps that will keep you healthy and happy.

 

Grab a slice of pumpkin pie and dig into this week’s features roundup.

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The Marketing Key Chain - An Easy, Yet Effective Tool

You are able to lump in a single key chain a key for that house but for the office and perhaps for an additional lock that's necessary for you. You...
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Study: brands don’t listen, answering fewer than half of customer questions on Facebook (infographic)

Study: brands don’t listen, answering fewer than half of customer questions on Facebook (infographic) | Digital SMBs | Scoop.it
Customer service is going social. Unfortunately, it's traveling on the slow boat to customer satisfaction. what a great opportunity to show you can shine by engaging in a true dialog with prospects, customers, vendors, etc. We will strive to thrive in these ways to strengthen our relationships with our key constituencies at Flash Purchase.

Via malek, SmartMediaTips, Rose Marie DeSousa
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Marketing Automation Predictions for 2013 - Customer Think (blog)

Marketing Automation Predictions for 2013 - Customer Think (blog) | Digital SMBs | Scoop.it
Marketing Automation Predictions for 2013Customer Think (blog)Sirius Decisions' Six 2013 Predictions for Marketing Automation makes interesting predictions for the marketing automation space in 2013. I agree with several of Jay's points.
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