Know thyself is great Internet marketing advice and this post helps explain how to define your Unique Selling Propositions and Unique Customer Aspirations.
Via Martin (Marty) Smith
There's no denying that content marketing, which has gained significant traction over the last five years, is becoming increasingly important to businesses across all industries.
Marketers have found that investing in owned media (e.g., corporate website, blog, or microsite) is crucial to a company's long-term success in content marketing.
One type of owned media—the blog—is among the top 5 content marketing tactics used by B2B marketers, according to a recent study by MarketingProfs and the Content Marketing Institute.
But what does it take to launch and sustain a successful business blog?
Content marketing isn’t an option. It’s the anchor that keeps your company bobbing securely in an oftentimes tempestuous ocean of a marketplace. In order for it to do its job you need to make sure you navigate your online resources properly, or else you risk a massive shadow cast upon your hard work. Let’s explore the ways in which you can promote your content, leaving no channel unturned.
We walk a fine line when it comes to touting our brands, products and expertise. The challenge of self-promoting without sounding arrogant intersects with the omnipresent need of being seen by the right circles all the time. Learning what your audience is craving to know and where they’re looking for that content is your golden ticket to effective content promotion.
The research revealed that in the next three to five years, SMB marketers will be increasingly responsible for customer engagement and revenue generation. In addition, as the marketing landscape for businesses shifts, 82% of SMB marketers believe they need to change the structure of their marketing organization to meet the needs of the business.
Success will be based on whether marketers can create a personalized relationship with the customer that enables the right message to be delivered, at the right time—the era of engagement marketing is truly upon us.
Here are some of the key points that SMB marketers highlighted in the research:
Search for the term "marketing" on Google and you'll get more than 1.8 billion results. That's equivalent to everyone in the United States writing five articles on marketing! It's insane to think there are that many great ideas on the topic of marketing when I just finished watching millions of dollars get wasted on 30-second ad spots during the Super Bowl. Who are these "experts" writing and talking about marketing, and to whom should you listen?
The real answer is that they are no different than you — they just have more free time. And quite frankly, you should only listen to very few of them. The real experts you should be listening to are your customers.
We seek out experts because of an age-old question, "How do I get better?" In business, we ask the same question, but instead we phrase it as follows, "How do I make more revenue?" Both of these questions are founded on the same idea — that better equals more. I'm not disagreeing with this, but I am disagreeing with what better means, because it's not what is better for you, but what is better for your consumers that really matters. This is the big issue I have with many marketers and many marketing experts. They are focused on what they think and not what the consumers think.
Managing content marketing can be stressful. This brief guide will show you how to use time and technology to maximize success without raising your stress levels.
Successful content marketing doesn't always involve mountains of content, but it does need some serious planning and management if you are to generate the expected leads and sales.
Here are a few things you need to consider early on if you are to avoid problems.
If you’ve been reading these pages, you’ve heard a lot about omni-channel marketing, data integration, and other tech-driven marketing buzzwords.
But you might be getting the impression that only the Amazons and Apples of the world have the resources to take advantage of the marketing techniques and insights enabled by this data. Well, you’re wrong.
Read on for more and keep tuning in for the next installments in this series. We will cover the current data landscape in marketing; how enterprise-level marketers use data to improve their branding and performance; and finally, how you can start to immerse yourself into this world with the free (or nearly free) tools available.
Did you know that more than nine in ten business to business (B2B) marketers say that increased exposure is the number one benefit of social media?
Increased traffic (80 percent), the development of loyal fans (72 percent) and marketplace insights (71 percent) were also cited as major perks.
After years of hype about content marketing, we’re seeing a backlash against the concept from consumers and brands alike. But this doesn’t spell the end of content marketing. Rather, it means brands must leave behind bad content marketing practices and focus on those that add real value to the business.
That means honing in on the ways that content marketing can build the brand as well as better customer relationships.
Many brands think that content marketing is cheap – it’s not. It can be valuable, but making it work for you demands some level of commitment and investment. Here are four ways that you can ensure that your content marketing investments give you good returns.
In the ten years since its launch, YouTube has become one of the top websites on the internet. In the Alexa rankings, the video streaming site is bested only by Google and Facebook. Hank Green, a popular YouTuber behind Vlogbrothers, Sci Show, and Crash Course, looks back on ten years of YouTube in an article on Medium.
You know it’s important to regularly communicate with your email audience.
You see the positive impact of email marketing each time you hit send, and work hard to stick to a schedule.
But even with all the hard work you’re putting in, there are still times when you’re unsure what to send out.
Email makes it possible to reach your audience more directly than many other marketing channels. And while it can sometimes be difficult to figure out what to send, once you have a better understanding of the types of emails you can use, you’ll be able to put together a plan to get the results you’re looking for.
Pinterest is coming of age and marketing firms are gathering to preach Pinterest marketing gospel. The site is an unusual beast: a mix of image-focused design (like Instagram), founded on a social-follower premise (like Twitter), but has since shifted to search-driven results (like Google). Making the most of the site’s reach takes more than just a promoted pin — brands need a marketing strategy that taps into all of Pinterest’s qualities.
Adults who go online increased from 67% in late 2012 to 74% in January 2014 according to the Pew Internet Project’s research on social networking. Businesses are persistent on seizing every opportunity available; they don’t just merely rely on traditional media anymore but rather extend their marketing efforts by going online.
When people arrive at your Facebook Page, where do you think they first look? I'll give you some hints. It's a visual piece of content that sits at the top of your page. Its dimensions are 851 pixels wide by 315 pixels tall. It takes up almost a quarter of the screen on most desktop browsers.
That's right -- it's your Facebook cover photo.
Since it's one of the most noticeable parts of your page, it's crucial that you follow Facebook cover photo best practices. Whether you're using Facebook to generate leads, close your next sale, or create a customer community, knowing how to make and optimize your cover photo is very important. Read on to learn what you should (and shouldn't) do in your cover photo.
The first step to marketing automation success, or really just marketing success, is understanding your customers. It’s about putting yourself in the shoes of your customers, and having the empathy for your customers. I’m still surprised by how many marketers have never actually talked to a customer.
Understanding your customers allows you to create accurate personas, which helps you target your customers based on specific categories. Being able to do this makes writing and sending those emails easier. I’ve put together a few tips to help you understand your customer & communicate better:
Great article to help you with your customer connections.