marketing tips
Follow
Find
2.6K views | +3 today
 
Scooped by mcgrawmarketing
onto marketing tips
Scoop.it!

Content Marketing As A Useful, Meaningful Experience. Anything Else Is Just Noise.

Content Marketing As A Useful, Meaningful Experience. Anything Else Is Just Noise. | marketing tips | Scoop.it

"If you asked 50 digital marketing professionals to finish this statement, Content Marketing is... you might get as many different definitions."

mcgrawmarketing's insight:

Okay, first and foremost.  Marketers can be incredibly stupid.  And one great example is how we create new names for old stuff.  Content marketing is one great example - because marketing, specifically promotions, was always about delivering the right message and offer (content) to the right person at the right time via the right channel in order to motivate the right response or action.

 

Somewhere, a writer came up with "content marketing" so I can bill more hours and now marketing departments are supposed to be publishing departments in media companies.  And that's crap.

 

Okay, putting that aside - read this article, take out the jargon, and tell me what I described above is different from this:

Content marketing is the planned creation, promotion and optimization of brand stories designed to create useful and meaningful experiences that attract, engage and inspire a target group of customers from awareness to purchase to advocacy.

Okay, let's not argue over semantics.  The real question is how are you creating useful, meaningful experiences that attract, engage, inspire a target group of customers from awareness to advocacy?

 

How do you measure the impact of your content marketing efforts?  How do you know that Content A is designed for Persona C at the Awareness Stage of the Buying Process?  And that Content C is for Persona A at the Purchase Stage?

 

Because if you can report those metrics, you can't identify what works and what doesn't so you can make moifications and improve.  

 

So how will you make all this happen in 2014?  That requires some planning, some research, and a process for monitoring performance so you know what can stay as is and what needs to be modified.  You need to know your Personas so you can plan the content appropriately rather than trying to make one size fit all.  And you need a process for getting feedback so you know why somethings work and others don't.

more...
No comment yet.
marketing tips
developing more effective ways to attract and retain profitable clients.
Your new post is loading...
Your new post is loading...
Scooped by mcgrawmarketing
Scoop.it!

How to Use Social Media for Crowdfunding Campaigns

How to Use Social Media for Crowdfunding Campaigns | marketing tips | Scoop.it
Are you launching a crowdfunding campaign? In this article you'll discover how to use social media to achieve crowdfunding success.
mcgrawmarketing's insight:

Really good read...straight-forward, clear and concise.

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

The 3 Biggest Problems With Lead Nurturing | Oracle Marketing Cloud

The 3 Biggest Problems With Lead Nurturing | Oracle Marketing Cloud | marketing tips | Scoop.it

Marketing automation and lead nurturing seem to go hand-in-hand. In fact, according to the 2014 B2B Enterprise Demand Generation Study conducted by ANNUITAS, 75% of respondents stated they are using lead nurturing. Yet despite the widespread use of lead nurturing as part of a demand generation strategy, only 2.8% of respondents stated they are having success with their demand generation programs. Where is the disconnect?

mcgrawmarketing's insight:

"Multiple studies show that those who have purchased marketing automation do so because of the lead nurturing feature. To be clear, lead nurturing is not a feature, it is a strategy that is then enabled by technology."

For those two sentences alone, the article is worth the read.  But there's even more ... so check it out.


I've been amazed at the number of organizations that are sinking a lot of their budget into tech, but cutting corners on training o the tech sits there and is misused and/or under-utilized.  The solution?  Budget properly.  Be realistic...and have a strategy to implement because spending on technology doesn't mean you get a strategy to go with it.


Thoughts? Comments? 

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

3 Secret Upgrades To Drive Sales-Ready Leads From Inbound Marketing

3 Secret Upgrades To Drive Sales-Ready Leads From Inbound Marketing | marketing tips | Scoop.it
Inbound marketing delivers the right offer for the right person at the right time. Learn to generate inbound marketing sales-ready leads today.
mcgrawmarketing's insight:

First, ignore the references to "inbound'...your efforts aimed at generating new customers and/or motivating existing customers to buy again require [a] effort (Point 2 in the article) and [b] relevant offers (Point 1).

Point 3 - Treat All Leads Equal- is where I strongly disagree with the author.  Qualify and prioritize...if they have the money, the authority to spend the money, the need for your products/services and an immediate need...you prioritize based on [ex] size of the order, historical purchase, potential to deliver high LTV.

 

If you and I walk into a store and want to buy a $0.50 pack of gum...but you are a frequent shopper at the store and I am just driving through town and will most likely never come back...you should have something in place to make sure that frequent shopper gets the level of service necessary to motivate them to return.  As for me...make my experience positive but it really doesn't have to be the same.

 

A few years ago, I was vacationing with my family and the local grocery store had a special check out line for the locals that were year-round frequent shoppers...and then they had other lines for the visitors.  I got in and out without a problem...nice experience...no negative feelings.  But the locals didn't have to wait in line with the visitors...and the perception was shorter lines, less time.  Oh, and they got to chat with the check out person and the bagger about local news...and I got to chat with the check out person and bagger about what aisle the english muffins were located.

 

What do you think?  Is the author on to something?  Is this an inbound marketing only thing?  Or does it cut across all communications in an integrated manner?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Social Data Proves That Sponsoring Wimbledon Pays Off

Social Data Proves That Sponsoring Wimbledon Pays Off | marketing tips | Scoop.it
Wimbledon is one of the most watched sporting events in the world, with a global audience estimated at over a billion people. On top of that, you can add the near half a million attendees throughout t
mcgrawmarketing's insight:

Would love to say that this is the first time I have seen a report or article or presentation that attempted to prove acceptable ROI without mentioning [a] cost the activity (expense) and [b] revenue generated by the activity.

I have other questions about the data, analysis and conclusions drawn but fortunately I don't work for the brands involved or in the tennis industry so my questions can wait...but if this was more relevant to my daily work, I sure would want to dive into the data and get a better understanding of what the images in the article really mean/show.

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

How to Make the Case for Marketing When Your CEO Wants to Ignore It.

How to Make the Case for Marketing When Your CEO Wants to Ignore It. | marketing tips | Scoop.it
How to Make the Case for Marketing When Your CEO Wants to Ignore It - Sales Benchmark Index
mcgrawmarketing's insight:

Research.  Data.  Analysis.  Recommendations.  And then you hope that you have built the case that wins the support of your colleagues as well as the folks in the C-suite.

 

This takes time.  This takes vision.  This takes someone that isn't going to sit there and try to get things done with a staff of 2 and a budget of $50,000...whining about the lack of resources.  Or worse yet, just accepting it all.

 

A former colleague of mine reached out to me about 2 months ago.  They joined a new organization where the CEO had little respect or understanding of marketing and had given my colleague aggressive goals and very limited resources along with a list of things that "...we just don't do here..." such as advertise.

 

My colleague had gathered information, analyzed it and worked with others across the organization on putting together a vision and plan based on those findings.  

 

And the CEO dismissed them, so my colleague asked for advice on what to do.

 

My colleague had done everything they could.  The problem was internal and sat in the CEO's office.  When leadership doesn't understand or respect data, analysis and practical recommendations that can achieve the organization's goals and objectives...it's not going to be a positive, successful experience for the marketer.

 

As I told my colleague, all great strategic plans include an exit strategy in case all that hope and promise and potential fails to materialize and it becomes painfully apparent that things are not going to work out as planned.

 

And it was time for my colleague to start implementing their own exit strategy from a position within an organization that seemed to have so much potential at the start.

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Why Data-Driven Marketing is a Bad Idea | Convince and Convert: Social Media Strategy and Content Marketing Strategy

Why Data-Driven Marketing is a Bad Idea | Convince and Convert: Social Media Strategy and Content Marketing Strategy | marketing tips | Scoop.it
When marketers obsess over data-driven insights and results, creative risk-taking suffers. Metrics and creativity must work hand-in-hand.
mcgrawmarketing's insight:

We need to have a talk about what 'data' is.

 

Take this article for a moment...another attempt to make the case that creative is more important than data and great creative doesn't need data.

 

"Clicks, time spent, and conversion rates only describe what people do, not why they do it. If marketers rely on data to tell them what works, creativity no longer drives the message. "


Right.  But that had better not be your only data points.  Talk to your customers, your prospects and find out why the selected you (or your competition).  What was their buying process?  What were there selection criteria?  What were there perception and expectations?  Where did you shine and where did you fail to shine?

 

There are other types of data you need so go get it.  Until then, "great creative" without the right insight is either an illusion or lucky to have produced the right results.  

 

What do you think?  Can great creative be produced without data?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Why Is Digital Marketing Growing So Slowly?

Why Is Digital Marketing Growing So Slowly? | marketing tips | Scoop.it
Even though it may seem like digital is growing at a quick pace, marketers still need to move faster in order to get a step ahead of consumers.
mcgrawmarketing's insight:

A good read - some very important points raised that you should be discussing in your own business.  (And a couple of statements I think are a bit of a stretch such as the headline - I think the growth has been extremely fast especially when so many lack specific objectives upon which to determine success/failure.

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Why the Hand-off From Marketing Leads to Sales Is Awkward | Marketing Technology Insights

Why the Hand-off From Marketing Leads to Sales Is Awkward | Marketing Technology Insights | marketing tips | Scoop.it
I'm talking about why the hand-off from marketing leads to sales is awkward. I'm going to get right to it -when it comes to marketing passing leads to sales it's awkward.
mcgrawmarketing's insight:

A good article covering the lack of processes...and the negative impact that has on the business.  Face it...you need to sit down and deal with the details in order for everyone to have a clear understanding (and shared understanding) of how your business attracts leads, assigns leads, nurtures leads to first purchase, repeat purchase and loyalty.

 

I've been doing a lot of work with organizations on this very subject over the past 12-months.  Mapping out processes, defining what needs to be done, by whom, when and how.  It's hard work...not something that a lot of people enjoy but at the end of it, your business has a process to build upon and improve moving forward.  (And I say "improve moving forward" because things change and your process will need to adapt...so it's work you will need to stay on top of every day moving forward.)

 

Does your business have written processes for attracting, capturing, nurturing, retaining customers?  Are those processes part of the training of new employees?  Are those processes monitored so that all employees are correctly implementing them?  Is there a regular review process so that modifications can be made...and then incorporated into training and development?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Fincompetent

Fincompetent | marketing tips | Scoop.it
To my delusional bank and credit union friends: Feel free to deceive yourselves into thinking that you provide superior service or that your "people" differentiate you.
mcgrawmarketing's insight:

Just grab a cup of coffee or tea, glass of water or can of soda...and spend 5 minutes reading this.  We've all experienced what the author describes.  And we all work for or have worked for organizations that do that to the customer...so when are we going to fix it?  Or take proper steps to minimize it?  Because it seems like all we're doing now is allowing it to continue...or is it just me?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Was Oreos ‘Dunk in the Dark’ Tweet Really a Runaway Success?

Was Oreos ‘Dunk in the Dark’ Tweet Really a Runaway Success? | marketing tips | Scoop.it

Given there were so many campaigns and changes occurring around the same time, it’s difficult to directly attribute that tweet to an increase in revenue. But it definitely generated coverage, every media outlet from Forbes to CNet to The Huffington Post praised the genius of the Oreos tweet, which was universally considered to have won the Super Bowl ad blitz – some even questioned whether that one tweet did more for the Oreos brand than the multi-million dollar Oreos commercial that aired during the game.

mcgrawmarketing's insight:

The short answer to the question with it's long winded response is still "no".  There was no offer or call to action.  There was no tracking mechanism.  

 

The intent wasn't to sell...it was to build awareness, at best. (And I do think it helped build awareness for the brand and build a good feeling about the brand...but what pushed sales were the coupons in the Sunday paper along with the placement of the product in the cookie aisle and the pricing incentives offered to the retailers...)

Source: http://www.socialmediatoday.com/content/was-oreos-dunk-dark-tweet-really-runaway-success ;

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

IBM & Twitter: How data can build a smarter business - YouTube

IBM and Twitter are helping businesses make smarter decisions about their supply chains, logistics, operations and more by applying IBM analytics and experti...
mcgrawmarketing's insight:

IBM fails to make the case for incorporating social media data into their analysis...but they offer a great example of a "solution" in search of a problem.  

You focus on the best available data from trusted and affordable sources and unless you feel you don't have enough of the right data to make an informed decision, you don't go off in search of new data sources because of the costs (time, money, etc.).

 

And if you have your supply chain and sales data...what is Twitter going to add?  Noise.  Analysis paralysis?  

Anyone have any first hand experience here that shows the lift and ROI for following IBM's suggestion here? 

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Google Launches "Store Visits" Metric In AdWords, To Help Prove Online-To-Offline Impact

Google Launches "Store Visits" Metric In AdWords, To Help Prove Online-To-Offline Impact | marketing tips | Scoop.it
Measures impact of search ads on in-store traffic as part of AdWords Estimated Total Conversions.
mcgrawmarketing's insight:

What a crock of pooh.  It's an estimate.  You could require a code or coupon so they bring it into the store and show you so you can get a real count...or you can guess.  Which raises the question...do you feel lucky, punk?  Well, do you?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Why Copyblogger Is Killing Its Facebook Page - Copyblogger

Why Copyblogger Is Killing Its Facebook Page - Copyblogger | marketing tips | Scoop.it
An audience-first approach drives Copyblogger, and that's just one of the reasons why it's killing its Facebook page. Find out what led to the decision.
mcgrawmarketing's insight:

"It’s not our job to tell our audience where we live. It’s to grow communities where they live."


This is a fascinating read - make the time and enjoy it.  They knew what they wanted to accomplish.  They had a plan to test.  They measured results and analyzed them.  They used that insight to drive a decision.


What are you doing to determine if the platform is worth the time, effort, energy...and could you kill your presence on the platform if your data and guts tell you it's the right thing to do?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Exposed: The great BIG marketing lie!

Exposed: The great BIG marketing lie! | marketing tips | Scoop.it
Ask any struggling business owner about marketing and they will tell you the following: “I don’t have enough time for marketing”. And it’s a lie. Whether these business owners know it or not, they are marketing their business all day every day. That’s because everything in business is marketing. The level of customer service you provide. The conversations you …
mcgrawmarketing's insight:

Reading this over morning coffee, it caused me to think back to some of my former employers and clients.  Talented and smart...but not in marketing and that lack of knowledge concerning marketing did create some terrible challenges that limited success or, in a few instances, doomed the business.

 

So what's the solution?

 

Same as when you have a legal question...you find a qualified lawyer.  Sames as when you have an accounting question...you find a qualified accountant.  

 

You ask around.  You educate yourself.  You talk to a few folks that appear qualified to handle your needs.  You give them a chance to do what you need..to show you that they can provide you with the expertise that addresses current needs and even helps you successfully achieve future opportunities while avoiding threats.  

 

Thoughts? Comments?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Marketing Content Gets Bad Reviews...From CMOs

Marketing Content Gets Bad Reviews...From CMOs | marketing tips | Scoop.it
CMOs complain their thought leadership is neither engaging nor authoritative fails to reach decision makers.
mcgrawmarketing's insight:

Each communication mu

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

The Only Analytics That Matter Are Your Own | ANNUITAS

The Only Analytics That Matter Are Your Own | ANNUITAS | marketing tips | Scoop.it
Marketers rely on reports and best practices for many things. However, in terms of when to send an email, the only analytics or data that matters is your own.
mcgrawmarketing's insight:

A good read...so many focus on 'data' but then either fail to analyze it or do so in ways that fails to generate valid, accurate insight and information ... so the end result is decisions that are far less effective.

This article raises some good questions and makes some good suggestions... 

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Make Some Noise With Your Email Campaign | Adobe

Make Some Noise With Your Email Campaign | Adobe | marketing tips | Scoop.it
When it comes to running a successful email campaign, less is more. Less hollow correspondence, more tailored content. Less email blasting, more contextual engagement in every message. When you focus less on the amount of emails you’re churning out and more on the effectiveness of every single email you send, you can rest assured that when it’s time to click the send button during your next email campaign, every one of your customers will hear you loud and clear.
mcgrawmarketing's insight:

A really good post - and the 3 points can be put to use in all communications regardless of channel.  Quality over quantity.  Deliver unique value.  Sometimes the soft sell is better than pushing the Buy Now message.

 

Which raises the question...do you test so you can see if these points really work for you?  Do you have a group that gets a higher frequency of communications than another group?  Do you have a group that receives softer sell than harder sell (testing messages and offers)?

 

If so, what are you learning?  Please share!

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

5 email campaigns to help you convert leads into customers - Campaign Monitor

5 email campaigns to help you convert leads into customers - Campaign Monitor | marketing tips | Scoop.it
Does your business have salespeople who convert leads into customers? You should be using these 5 email campaigns to help them close more deals.
mcgrawmarketing's insight:

An interesting read - how many of you have tried this?  How have your results been?  What did you learn from it?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Be a part of the conversation - Paper.li

Be a part of the conversation - Paper.li | marketing tips | Scoop.it

wiWhat are three ways you can customize your paper and get involved in the conversation your audience is talking about?

mcgrawmarketing's insight:

I am officially done with

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

What "A" Marketers Do Well: How to Measure Customer Vulnerability |

What "A" Marketers Do Well: How to Measure Customer Vulnerability | | marketing tips | Scoop.it
Tracking customer vulnerability to competitive pull is one customer loyalty related metric that “A” Marketers use to identify loyal customers.
mcgrawmarketing's insight:

We tend to ignore actions that imply an account is at-risk - this is a great article that reminds us of what to look for...did the author miss any of your favorites.

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Dos and Don’ts of Becoming a Successful Data-Driven Marketer

Dos and Don’ts of Becoming a Successful Data-Driven Marketer | marketing tips | Scoop.it
Industry experts weigh in on what you should and shouldn't do to succeed in the data-driven marketing world.
mcgrawmarketing's insight:

There's a lot of good advice in this piece...my favorite comes from Maria DePanfilis (Partner, Analytics and Optimization, Rosetta) when she writes:

DO augment your data-driven insights via other types of intelligence such as qualitative and/or contextual research.

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Four of Five CMOs Unable to Keep Up With Tech Demands

Four of Five CMOs Unable to Keep Up With Tech Demands | marketing tips | Scoop.it
Marketing must be reconceived as a revenue generator and it must be put in charge of customer experience, says a study.
mcgrawmarketing's insight:

“The transformation taking place will be profound as marketers race to adopt technology and add skills that will allow them to manage the entire relationship with the customer.”

 

Personally, if marketing thinks they need to "...manage the entire relationship with the customer...", they are doomed.

 

The organization needs to be customer focused...marketing can help the organization succeed but if they elect to micro-manage the relationship and step in where other departments need to be responsible for their own work...marketing is going to fail.

 

What do you think?  Should marketing "...manage the entire relationship with the customer..."?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

NY Times The Catalog Lives

NY Times The Catalog Lives | marketing tips | Scoop.it
The national paper of record makes it official Despite digital alternatives, use of catalogs is on the rise.
mcgrawmarketing's insight:

Do they (shoppers) fill out the order form and mail it in like they did in days gone by?  Or do they call and place their order over the phone?  Or do they go online and placed their order online?

 

No matter - shoppers are motivated to buy via catalogs (good ones) and they may buy through a number of channels (mail, phone, web, email, walk into a store, etc.)

 

Catalogs work!

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Study: Only 1% Of C-Suite Believes CMOs Are Responsible For Digital Innovation

Study: Only 1% Of C-Suite Believes CMOs Are Responsible For Digital Innovation | marketing tips | Scoop.it

According to a new Accenture Interactive study, CMOs predict digital will account for more than 75 percent of their marketing budgets over the next five years. That’s no surprise since the proliferation of technology is driving a lot of change in the marketing ecosystem.

mcgrawmarketing's insight:

I still struggle with the concept of 'digital business'.  The business exists to service the customer.  And the customer exists in the non-digital world, though they can utilize digital/technology when it offers them the highest perceived value.  But that decision to operate in the non-digital and/or digital world is the customer's to make - so if a business elects to become 'digital' they are, in essence, telling the customer that they can only interact with them in the digital world.

 

And that's not service the customer.

 

So maybe we need to stop listening to tech companies telling us that we need their tech in order to survive and succeed in the future?

 

What am I missing? Help me here....

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

5 Reasons Why Your Message May Not Matter to Your Market

5 Reasons Why Your Message May Not Matter to Your Market | marketing tips | Scoop.it
There are lots of reasons why B2B software and technology companies struggle to get their message heard. The root cause is ineffective positioning, and it raises its ugly head in many ways. Here ar...
mcgrawmarketing's insight:

No unique, relevant benefits.  Too many benefits.  Inconsistent delivery - failure to repeat so that it really clicks with the audience.

 

Are good refresher for your messaging strategy.  What you need to say in order to cut through the clutter and help your audience get a clear understanding of the value you offer.

more...
No comment yet.