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How Content Marketing Can Help Small Business - Business 2 Community

How Content Marketing Can Help Small Business - Business 2 Community | Marketing strategy | Scoop.it

Business 2 CommunityHow Content Marketing Can Help Small BusinessBusiness 2 CommunitySmaller businesses may think of content marketing as something that is only for large companies who enjoy the resources to employ social media staff.

Alison Busby's insight:

I liked this article, not because  it delivers on the promise of the headline (I don't really think it does) but more because it explains content marketing in quite a simply way.

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How The Right Presentation Can Get Investors Over The Line - Lifehacker Australia

How The Right Presentation Can Get Investors Over The Line - Lifehacker Australia | Marketing strategy | Scoop.it
How The Right Presentation Can Get Investors Over The Line Lifehacker Australia What they mean by this is that within the first three to five years of a small business' life, it will have to undergo some significant changes to successfully develop...
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5 Strategies to Hook an Audience in 18 Minutes or Less

5 Strategies to Hook an Audience in 18 Minutes or Less | Marketing strategy | Scoop.it
Attention spans are shorter than ever these days. Follow these 5 tips for creating speeches that will keep your audience focused on you. (5 Strategies to Hook an Audience in 18 Minutes or Less.
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10 Ways to Create Opportunities for Your Small Business

10 Ways to Create Opportunities for Your Small Business | Marketing strategy | Scoop.it
Have you wondered how some small businesses abound with opportunities? They seem to effortlessly enjoy an excess of possibilities in their business. Did they find a four-leaf clover, rub a genie's bottle, unearth a rabbits foot or are they just plain...

Via Impellium Marketing, Alison Busby
Alison Busby's insight:

This is more of a refresher than a revelation but good stuff and, as befits my personal preference, not too long.

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Impellium Marketing's curator insight, August 22, 9:39 AM

Some keypoints to remember:


  1. Develop an inbound marketing model. Inbound marketing, coined by Hubspot, Dharmesh Shah and Brain Halligan, is perfect for small business owners short on time but long on expertise.
  2. Understand the buyer's journey. Not everyone who visits your website or likes your Facebook page is ready to hand over their credit card. For many, they want to date for a while to get to know you better. Take them gently through the "Nine Steps to Building Trust Online & Offline for Your Small Business."
Alison Busby's curator insight, August 28, 8:31 AM

This is more of a refresher than a revelation but good stuff and, as befits my personal preference, not too long.

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10 Ways to Create Opportunities for Your Small ...

10 Ways to Create Opportunities for Your Small ... | Marketing strategy | Scoop.it
Have you wondered how some small businesses abound with opportunities? They seem to effortlessly enjoy an excess of possibilities in their business.
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How to Close the Gap Between Sales and Marketing - MarketingProfs.com (subscription)

How to Close the Gap Between Sales and Marketing MarketingProfs.com (subscription) In my days as vice-president of marketing at several technology companies, I distinctly remember how difficult it was for my team of marketing professionals to...
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Alison Busby's curator insight, August 27, 7:49 AM

David Meerman Scott talks about closing the gap between sales and marketing by turning your marketing team into experts on the buyer. He says that by understanding and defining the buyer personas, marketing can shorten the sales cycle and essentially get the support of the sales team.

 

I completely agree with Scott’s assertion that marketing needs to play a strategic role to be accepted by sales but I would also say that getting your sales reps to raise their perception of marketing from 'the people responsible for ordering brochures' to the people who define the strategy of the business requires serious input and ongoing support from the rest of the management team. Without it, the departmental gap quickly becomes a chasm.

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73% Of SMBs Have Increased Their Spending On Social Media Marketing!

73% Of SMBs Have Increased Their Spending On Social Media Marketing! | Marketing strategy | Scoop.it
The LinkedIn study showcases how SMBs are leveraging Social Media and other marketing channels to ensure the optimum returns. Social channel (The Year of the Social Small Business?
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The 5 Biggest Small Business Marketing Mistakes - Huffington Post

The 5 Biggest Small Business Marketing Mistakes - Huffington Post | Marketing strategy | Scoop.it
The 5 Biggest Small Business Marketing Mistakes
Huffington Post
Unless your business is marketing, it's often one of the biggest challenges in running your small business.
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5 Psychological Hacks For Your Content Marketing Strategy

5 Psychological Hacks For Your Content Marketing Strategy | Marketing strategy | Scoop.it
Applying psychological principals to your content marketing strategy can lead to a powerful increase in results and in the overall ROI of your efforts. (@gonny Hoeveel doen jullie hier al mee?
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Creating an Inbound Marketing Content Strategy - ClickZ | #TheMarketingAutomationAlert

Creating an Inbound Marketing Content Strategy - ClickZ | #TheMarketingAutomationAlert | Marketing strategy | Scoop.it
How to create an effective and targeted content strategy that will drive targeted prospects to your website, convert them into quality leads, and make your sales team and boss love you.

 

Digest...

 

Start With Your Personas

Whether it's marketing or product development, everything you do in your business should all start with your personas. Your company's personas should be at the heart of everything you do in your inbound marketing strategy, including content.


Map It All Out: Lifecycle Stage Is Key

To make your life easier, I've created a basic inbound marketing content strategy template that you can use in developing your content strategy. This should be used as a general guide, but feel free to change and modify it based on your business. You can download the free template here.


Realize Problem or Need (Driving Visitors)

At the very top of the inbound marketing funnel your goal is to drive prospects to your website. There are many different parts to this from social, email, etc., but the one we are interested in for this discussion is blogging.

I want you to think of your blog as the fuel of your content (and marketing) engine. Blogs can be used to boost the impact of all the other marketing channels (social, SEO, email, etc). Once developed over time it will prove to be the biggest driver of traffic to your website and be one of your company's biggest digital assets.


Perform Research (Top Funnel)

In this stage content types that work effectively are e-books, webinars, research guides, reports, etc. Again, I can't stress enough how important it is to keep this non-biased, non-promotional, and focused around amazing quality content that delights and educates that person.


Establish Buying Criteria (Middle Funnel)

In this stage there are a few more styles of content that work especially well in bringing across the feeling and messages you want at this stage. These include white papers, webinars, comparison guides, detailed guides, etc.


Evaluating Vendors (Bottom Funnel)

If your inbound marketing has been done correctly it will be your best sales team member. The lead will be very interested in your solutions, have a great deal of education on the topic, and be biased toward your solution over competitors.


Think SEO

Once you have created an inbound marketing content map then you can start thinking about how you can incorporate SEO into the mix. Start using keyword and search tools to find the best titles and copy to include in your content to ensure it will be found by those who are searching online.


Review and Update

It's also important to consider that you should be revisiting both your personas and your content strategy map on a monthly or at the minimum quarterly basis. As new information and ideas come out, it will be important to include those into your persona profile and pivot your content accordingly.


Via iNeoMarketing, Thomas Faltin
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iNeoMarketing's curator insight, September 13, 2013 7:40 AM

Inbound 101. It's beautiful when simplified, such as you see above. More details in the original post, but it's not that hard.


  • See the article at from www.clickz.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
Bergadi Zeroual's curator insight, September 15, 2013 8:25 PM

Just after share your Link to a differents Social Networks,your freinds and your familly.You earn a lot off Money...That a Marketing

 

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Why It Might Be Time to Completely Change Your Social Media Strategy | Convince and Convert: Social Media Strategy and Content Marketing Strategy

Why It Might Be Time to Completely Change Your Social Media Strategy | Convince and Convert: Social Media Strategy and Content Marketing Strategy | Marketing strategy | Scoop.it
Reliable reach is a unicorn in social media. Businesses must now shift their social media strategy and build a touchpoint corral around their customers, says Jay Baer.

Via Thomas Faltin
Alison Busby's insight:

Social media networks are run by public companies so we really shouldn't be surprised that they now want us to pay to talk to our followers. This article suggests that targeting multiple social sites concurrently is the solution to maintaining an organic reach. It's an interesting perspective and it's quite compelling in places but bearing in mind the time and resource required to communicate via multiple sites, I'm not convinced this is viable for all companies, particularly small ones. I also can't help wondering, "if you know your audience is highly active on one social site, is it possible you might be better off by biting the bullet and paying the piper?"

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The Top 7 Online Marketing Trends Dominating 2014 - Forbes

The Top 7 Online Marketing Trends Dominating 2014 - Forbes | Marketing strategy | Scoop.it
The Top 7 Online Marketing Trends Dominating 2014
Forbes
Midway through 2014, we're still seeing budgets shifted away from traditional marketing methods like TV and magazine ads, and towards inbound marketing strategies.
Alison Busby's insight:

I found a few useful insights/updates here for planning content marketing initiatives in 2014 and beyond. Personally, I've always favoured simplicity over complexity and I'm not surprised that image centric content is increasingly important although I have to say that I continue to view visual metaphors like binary code, globes and grids with much disapprobation. But ultimately for me  all of this is academic unless it's supported by a strategy that delivers  'the right message to the right audience at the right time' (CIM).

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How Content Marketing Can Help Small Business - Business 2 Community

How Content Marketing Can Help Small Business - Business 2 Community | Marketing strategy | Scoop.it

Business 2 CommunityHow Content Marketing Can Help Small BusinessBusiness 2 CommunitySmaller businesses may think of content marketing as something that is only for large companies who enjoy the resources to employ social media staff.

Alison Busby's insight:

I liked this article, not because  it delivers on the promise of the headline (I don't really think it does) but more because it explains content marketing in quite a simply way.

more...
No comment yet.
Rescooped by Alison Busby from Digital-News on Scoop.it today
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The Most Valuable Asset Missing from Your Content Marketing Strategy - Kapost Content Marketeer

The Most Valuable Asset Missing from Your Content Marketing Strategy - Kapost Content Marketeer | Marketing strategy | Scoop.it
You've spent months writing and designing an eBook and it's finally launch day. After scheduling your tweets and paid promotions, the work's over, right? W

Via Thomas Faltin
Alison Busby's insight:

Repurposing content is such a great way to max the value of it and Slide Share is a realistic option for small businesses so it's brilliant. Transforming your ebook or white paper into a Slide Share presentation takes virtually no time at all and increases your reach massively. Love it.

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Why You Need to Ditch Marketing Formulas - Huffington Post

Why You Need to Ditch Marketing Formulas Huffington Post For startups and small businesses, there's simply too many decisions to make and a whole lot of noise in the market as the Internet marketing industry offers hundreds (if not thousands) of...
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Is Your Small Business Doing Content Marketing Wrong?

Is Your Small Business Doing Content Marketing Wrong? | Marketing strategy | Scoop.it
As a small business, you likely have limited resources and limited funds. You don’t want to be spending them on the wrong marketing campaigns.
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Rescooped by Alison Busby from Social Media
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10 Ways to Create Opportunities for Your Small Business

10 Ways to Create Opportunities for Your Small Business | Marketing strategy | Scoop.it
Have you wondered how some small businesses abound with opportunities? They seem to effortlessly enjoy an excess of possibilities in their business. Did they find a four-leaf clover, rub a genie's bottle, unearth a rabbits foot or are they just plain...

Via Impellium Marketing
Alison Busby's insight:

This is more of a refresher than a revelation but good stuff and, as befits my personal preference, not too long.

more...
Impellium Marketing's curator insight, August 22, 9:39 AM

Some keypoints to remember:


  1. Develop an inbound marketing model. Inbound marketing, coined by Hubspot, Dharmesh Shah and Brain Halligan, is perfect for small business owners short on time but long on expertise.
  2. Understand the buyer's journey. Not everyone who visits your website or likes your Facebook page is ready to hand over their credit card. For many, they want to date for a while to get to know you better. Take them gently through the "Nine Steps to Building Trust Online & Offline for Your Small Business."
Alison Busby's curator insight, August 28, 8:33 AM

This is more of a refresher than a revelation but good stuff and, as befits my personal preference, not too long.

Rescooped by Alison Busby from Marketing strategy
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How to Close the Gap Between Sales and Marketing - MarketingProfs.com (subscription)

How to Close the Gap Between Sales and Marketing MarketingProfs.com (subscription) In my days as vice-president of marketing at several technology companies, I distinctly remember how difficult it was for my team of marketing professionals to...
Alison Busby's insight:

David Meerman Scott talks about closing the gap between sales and marketing by turning your marketing team into experts on the buyer. He says that by understanding and defining the buyer personas, marketing can shorten the sales cycle and essentially get the support of the sales team.

 

I completely agree with Scott’s assertion that marketing needs to play a strategic role to be accepted by sales but I would also say that getting your sales reps to raise their perception of marketing from 'the people responsible for ordering brochures' to the people who define the strategy of the business requires serious input and ongoing support from the rest of the management team. Without it, the departmental gap quickly becomes a chasm.

more...
No comment yet.
Rescooped by Alison Busby from Marketing strategy
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73% Of SMBs Have Increased Their Spending On Social Media Marketing!

73% Of SMBs Have Increased Their Spending On Social Media Marketing! | Marketing strategy | Scoop.it
The LinkedIn study showcases how SMBs are leveraging Social Media and other marketing channels to ensure the optimum returns. Social channel (The Year of the Social Small Business?
more...
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Soaked in Success: Behind the Marketing Strategy of the Ice Bucket Challenge ... - Business 2 Community

Business 2 Community
Soaked in Success: Behind the Marketing Strategy of the Ice Bucket Challenge ...
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26 Stats That Prove Content Marketing Increases Lead Generation, Sales, and ROI

26 Stats That Prove Content Marketing Increases Lead Generation, Sales, and ROI | Marketing strategy | Scoop.it
Here are just a few stats compiled to show you just how effective inbound/content marketing is at lead generation, sales, and ROI.
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The brands using neuroscience in their marketing strategy - Marketing Week

The brands using neuroscience in their marketing strategy - Marketing Week | Marketing strategy | Scoop.it
The brands using neuroscience in their marketing strategy
Marketing Week
Marketers are experimenting with small triggers that can lead to big changes in consumer behaviour.
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Why You Should Make YouTube A Part Of Your Marketing Strategy [FREE INFOGRAPHIC]

Why You Should Make YouTube A Part Of Your Marketing Strategy [FREE INFOGRAPHIC] | Marketing strategy | Scoop.it
7 reasons why you should make YouTube a part of your marketing strategy. YouTube is the 800-lb. gorilla of video and it's still in its infancy. (If you aren't using YouTube as part of your marketing strategy, you should be.
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Content marketing: turn website visits into sales through the medium of video

Content marketing: turn website visits into sales through the medium of video | Marketing strategy | Scoop.it
Videos can boost sales, but SMEs need to think through their strategy.
Alison Busby's insight:

I think this headline could be over promising a little where B2B IT customers are concerned but I've definitely experienced the benefits of videos in terms of reinforcing the decision to engage with a company initially and during the early stages of the sales process. 

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The Importance of Learning in Your Content Marketing Strategy | Convince and Convert: Social Media Strategy and Content Marketing Strategy

The Importance of Learning in Your Content Marketing Strategy | Convince and Convert: Social Media Strategy and Content Marketing Strategy | Marketing strategy | Scoop.it
Have you stopped learning? Stopped growing as a person? Don't take for granted how important learning is to the ever-changing marketing landscape. Use these six tips to ensure content marketing success through learning.

Via Thomas Faltin
Alison Busby's insight:

This isn't really just for content marketing people; anyone who's allowed themselves to stagnate in a role will probably identify with this article. Some great suggestions here for getting your head back in the game.

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10 Reasons Why Customer Reviews MUST be Part of Your Internet Marketing Strategy

10 Reasons Why Customer Reviews MUST be Part of Your Internet Marketing Strategy | Marketing strategy | Scoop.it
We love getting good reviews from our customers. It’s extremely satisfying knowing you’ve done a good job and helped someone get their business off the ground. But more importantly, it’s our custom...
Alison Busby's insight:

"72% of consumers trust online reviews as much as personal recommendation" --  I suspect some IT buyers would disagree with this finding but in my experience online customer reviews play a major role in reinforcing the IT buying decision, even if they don't trigger it in the first place.

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