OnMarketing: topics for professional service marketers
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Storytelling—Not Digital—Is Transforming The Creative Industry

Storytelling—Not Digital—Is Transforming The Creative Industry | OnMarketing: topics for professional service marketers | Scoop.it

Storytelling – not digital – is transforming the creative industry according to our own @bsnel: http://t.co/ukSLfp1T7g #marketing


Via Kfir Pravda
Jennifer Palmer Farrington's insight:

Having a story to tell first, then using multiple mediums for different audiences is more effective and efficient use of dollars.

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The big debate: Is 2017 the best time to be a marketer?

The big debate: Is 2017 the best time to be a marketer? | OnMarketing: topics for professional service marketers | Scoop.it
With the electrifying pace of change and sheer volume of emerging technologies, could 2017 be the best time for marketing?
Jennifer Palmer Farrington's insight:

Marketing measurement is easier to track, but with all the different tools available, we still have to make sure we are focusing on what is important to our client and delivering what they want - not just playing with the new shiny tools. 

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5 Tips to Increase Brand Awareness Online

5 Tips to Increase Brand Awareness Online | OnMarketing: topics for professional service marketers | Scoop.it
5 Tips to increase brand awareness online! Learn the fundamental ways you can get your business seen and found online today.
Jennifer Palmer Farrington's insight:

In professional services, getting your increasing brand awareness is the number one priority of marketing to help drive revenue. If they don't know who you are, they can't contact you. Here are a few tips on how we can easily push our names into the marketplace.

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9 Unexpected Ways to Ramp Up Marketing Productivity

9 Unexpected Ways to Ramp Up Marketing Productivity | OnMarketing: topics for professional service marketers | Scoop.it
If you feel like you're spinning your wheels, it may be time to step back and reassess. Crank up your marketing productivity by working smarter.
Jennifer Palmer Farrington's insight:

Sometimes the key to being more productive is to take a step back and rethink HOW we work, not work more. I've had to put into place many of these steps for myself and have found that not only am I being more productive, I'm more enjoyable to be around too - an added bonus for those I work with :).

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A powerful analogy to help improve your marketing communications

A powerful analogy to help improve your marketing communications | OnMarketing: topics for professional service marketers | Scoop.it

What happens if someone throws a tennis ball at you? You catch it, of course. Dumb question. But what happens if someone throws 15 tennis balls at you? You might catch one, if you're lucky.

Jennifer Palmer Farrington's insight:

Okay B2B marketers - how many of you needed to explain to a partner that listing all 30 services and their descriptions on a short email that was only supposed to list ONE that our audience can't capture and retain all 30? Read this example used in this article and use it the next time it happens.

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Use w/ Caution: Killer Lead Nurturing & Drip Email Campaigns Schemes

Use w/ Caution: Killer Lead Nurturing & Drip Email Campaigns Schemes | OnMarketing: topics for professional service marketers | Scoop.it
Imagine you’ve run a successful lead acquisition campaign in Google Adwords. Your quality score looks great. Your cost per click(CPC) is minimal. Your cost per lead is 1/10th of customer lifetime value(LTV). Before you run off and spend that bonus check, you remember, very few leads actually become paying customers. According to Marketo, 50% of …
Jennifer Palmer Farrington's insight:

Danger Will Rogers! Email Nurturing Campaigns can lead to massive success!

 

So true - but one major thing to emphasize with your executives. Lead Nurturing and Drip Marketing. Those two phrases. Do they sound like something that is going to happen overnight in terms of sales?  Nope!  This is a long-term, successful marketing commitment. Not a quick hit for sales.

 

Setting up a lead nurturing program can take time and effort putting it together and modifying throughout the year, but is so necessary to make your content effective and relevant to your marketplace. Don't give up. It will be worth it and will build your brand in the long run.

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101 Actionable Email Marketing Tips (That You Can Implement)

101 Actionable Email Marketing Tips (That You Can Implement) | OnMarketing: topics for professional service marketers | Scoop.it
Are you confused that how to make your email marketing compelling and from where you need to start? In this guide, you’ll find 101 actionable email marketing best practices & tips. Read This!
Jennifer Palmer Farrington's insight:

What type of email marketing are you doing for your company? How are you gathering new email subscribers to your content? This guide has the most practical and actionable ideas for all marketers to easily implement.

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21 Sentences You Should Never Include in an Email for Any Reason [Infographic]

21 Sentences You Should Never Include in an Email for Any Reason [Infographic] | OnMarketing: topics for professional service marketers | Scoop.it
To help you with your email outreach efforts, here’s a quick guide on the top 21 phrases you should never (ever) mention in an email.
Jennifer Palmer Farrington's insight:

I'm going to have this infographic laminated and posted around the marketing department. Maybe even post it in the break rooms. It is that good.


My favorite line to never include in an email: "You didn't read my last email." Yup. I didn't. And I probably never will again.

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Your Content Strategy Needs a Villain

Your Content Strategy Needs a Villain | OnMarketing: topics for professional service marketers | Scoop.it
Every good story has a villain—and your brand's story is no different. If you haven't built a villain into your content strategy, it's time.
Jennifer Palmer Farrington's insight:

Does your brand have a villain? It is a bit tougher for B2B - but can be done. Think of the worst case scenario and put a villain to it. Every good story needs a story line, which includes the bad-guy.

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How To Prove Content Marketing ROI For Your Business

How To Prove Content Marketing ROI For Your Business | OnMarketing: topics for professional service marketers | Scoop.it
Revenue attribution is the gaping hole that is stopping you from measuring content marketing ROI - this article will help you do things more effectively.
Jennifer Palmer Farrington's insight:

One of the best articles on Content ROI. As marketers we need to find the BEST content our firms have and promote it aggressively. The stat that sticks the most with me is that "on average 5 pieces of content account for 50% of visitor traffic." Whoa. We need to be scouring our web stats to know what our top content pieces are and optimizing them on every possible channel. Turning them into webcasts. Podcasts. Panel discussions.

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8 Writing Hacks to Create Better Emails

8 Writing Hacks to Create Better Emails | OnMarketing: topics for professional service marketers | Scoop.it
Struggle with creating emails subscribers love? Here are 8 email writing hacks to help improve the process and your content.
Jennifer Palmer Farrington's insight:

Love writing using this method - I set a timer when I'm writing an article/blog or email. Getting over the hurdle of having all my thoughts on a sheet of paper is the toughest part. I can then take my time editing and working it into shape.

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4 Ways Demand Generation Marketing Is Like Football

4 Ways Demand Generation Marketing Is Like Football | OnMarketing: topics for professional service marketers | Scoop.it
Demand gen is like football. Learn four new plays you can take to game day to help lead your team to more leads and more closed accounts.
Jennifer Palmer Farrington's insight:

I'm always telling our executives, marketing is a process that takes time. Yes, you can get a quick hit, but it is a game that plays out over a season before you know if you win or not. Multiple touch-points are needed - between 6-8 before they remember you, and they need to learn to trust you before they purchase.

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Think Your Business is Too Small for Inbound Marketing? Think Again

Think Your Business is Too Small for Inbound Marketing? Think Again | OnMarketing: topics for professional service marketers | Scoop.it
“One particularly damaging myth that is hurting businesses everywhere, is how inbound marketing is strictly for the realm of large businesses with an established consumer base. In reality, small busin…”
Via Stefano Principato
Jennifer Palmer Farrington's insight:
Being smart about how you plan and craft your inbound marketing program will ensure a successful result. Outbound only captures one market. Inbound captures the market's INTEREST.
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Brand strategy spend on the rise in B2B marketing, study reports

Brand strategy spend on the rise in B2B marketing, study reports | OnMarketing: topics for professional service marketers | Scoop.it
In the next five years, 81.3% of B2B companies expect to invest more in their brand strategies, with an anticipated increase of up to 20% in 2017. This spend comes on top of the 86.7% increase that took place over the past five years according to a recent survey by brand strategy consultancy Spencer Brenneman.
Jennifer Palmer Farrington's insight:

B2B companies are investing in their brand - but carefully. They are putting money behind outbound marketing and are measuring it with research to back up the results before, during and after.

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Using Social Signals to Spot Sales-Ready Leads

Using Social Signals to Spot Sales-Ready Leads | OnMarketing: topics for professional service marketers | Scoop.it
With traditional lead scoring criteria, social signals can paint a sharper picture of where your prospects are in their buying journey & where they're going
Jennifer Palmer Farrington's insight:

As more B2B companies become sophisticated to lead scoring in their CRM systems, how many firms have introduced scoring social media signals into their lead programs? I have to admit, this is pretty advanced! Do  your leads mention you on twitter or reply to your blog posts? Then they can be scored in your lead system. 

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Being Seen as an Expert Won't Win You Clients. Here's Why.

Being Seen as an Expert Won't Win You Clients. Here's Why. | OnMarketing: topics for professional service marketers | Scoop.it

There's been a big trend in the last few years that says that the way to win clients as a professional service provider is to become seen as a leading expert in your field.

Jennifer Palmer Farrington's insight:

While you have to prove that you ARE an expert, you still have to prove to a prospect that they NEED YOUR SERVICE to get them to buy. Kind of important.

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Managing a Team That’s Been Asked to Do Too Much

Managing a Team That’s Been Asked to Do Too Much | OnMarketing: topics for professional service marketers | Scoop.it
Coping with unrealistic performance goals.
Jennifer Palmer Farrington's insight:

As a manager, one of the worst feelings (next to having to lay someone off) is when you are given unrealistic targets and know you have to figure out a way to sell it to your team - or else

This article gives helpful advice to keep the team focused and positive.

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Why and How Marketers Should Leverage Micro-Moments Marketing

Why and How Marketers Should Leverage Micro-Moments Marketing | OnMarketing: topics for professional service marketers | Scoop.it
You may never have heard of "micro-moments marketing." Learn about this effective way to approach digital marketing in the modern era.
Jennifer Palmer Farrington's insight:

With the ability to learn news at our fingertips with our phones and tablets, we have the chance to leverage the individuals need to act on key knowledge, and deliver.

How?

Think of big scary legislature changes. Or major fraud reported at a name-brand company.  It causes executives to think "it could happen to my company too."

That is where B2B companies can come in and capitalize on micro-moments - IF - they are in tune to what is going on.

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Why You Should be Using Reviews as Content in Your Social Media Marketing

Why You Should be Using Reviews as Content in Your Social Media Marketing | OnMarketing: topics for professional service marketers | Scoop.it

Content in your Social Media Campaign should be short, sweet, and purposeful. You have seconds to capture their attention.

Jennifer Palmer Farrington's insight:

How many of you are using your client testimonials as content on social media? Probably not as many of us who could.


In fact, it is one of the easiest ways to validate your b2b firm's services in the eyes of a prospect and yet, we don't use it nearly as much as we should. Don't you like to know what others think of a provider before you use them? Before I hire someone to work on my own kitchen, I want to know what their other clients think of them. Same thing with professional service firms. So put it out there. Use social media. Get permission from your clients first of course.

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The Rapidly Increasing Influence Of B2B Marketers

The Rapidly Increasing Influence Of B2B Marketers | OnMarketing: topics for professional service marketers | Scoop.it

One thing I’ve noticed is that the role of the B2B CMO has changed drastically over the past decade. In many firms, sales historically ruled the roost as they owned customer understanding, relationship development, and the process to drive superior outcomes.

Jennifer Palmer Farrington's insight:

One of the most important aspects of being a marketing leader is to help drive the brand culture of b2b firm through its best ambassadors - its employees. 

 

Every interaction with our clients and prospects should be a part of our brand experience, and our employees should be able to articulate and share stories of what we do and how we do it the same way.

 

It is the best and most effective way for a firm to LIVE the BRAND in every interaction.

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3 Secrets of Top Copywriters That Can Transform Your Content Marketing

3 Secrets of Top Copywriters That Can Transform Your Content Marketing | OnMarketing: topics for professional service marketers | Scoop.it
The average human attention span fell to 8 seconds in 2015. Our struggle with mindful reading is a consequence of the digitized world we live in. Though
Jennifer Palmer Farrington's insight:

Knowing your audience, playing with headlines and being a bit dramatic are a few ways this author mentions to get attention. Can you believe that attention span has gone DOWN again?

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7 Best Research Sources for B2B Marketers - B2B Marketing Academy

7 Best Research Sources for B2B Marketers - B2B Marketing Academy | OnMarketing: topics for professional service marketers | Scoop.it
To help you benchmark your plans and spending, I’ve assembled my top list of current, credible and high quality research sources for B2B marketers.
Jennifer Palmer Farrington's insight:

Looking for some stats to back up your marketing plan and spending for this year? Need to remind your executives the ratio of marketers to employees? This article contains the best research sources that contains the details you need to back you up. Make sure to bookmark this article!

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7 habits of the highly effective story marketer

7 habits of the highly effective story marketer | OnMarketing: topics for professional service marketers | Scoop.it

Story marketers know that people don’t buy what you make. They buy what you make happen. And you share those outcomes through stories your customers can relate to.

Here’s how some of the brightest story marketers do it.

Jennifer Palmer Farrington's insight:

Putting your audience in the story so that they connect with your company is more effective than talking about features or services. It allows them to feel your brand.

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7 Free Internet Marketing Tools That Are Too Good Not To Use

7 Free Internet Marketing Tools That Are Too Good Not To Use | OnMarketing: topics for professional service marketers | Scoop.it
We all love free. And because we all love free, here are 7 very useful tools for improving your internet marketing tactics.
Jennifer Palmer Farrington's insight:

I love to know what my competitors are up to and using free tools are better than some of the more expensive ones out there. This article give some great short-cuts.

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5 Ways To Optimize Your Digital Marketing Budget

5 Ways To Optimize Your Digital Marketing Budget | OnMarketing: topics for professional service marketers | Scoop.it
Marketing budgets are usually tight. To maximize profitability, every dollar must be allocated effectively. Here are five strategies
Jennifer Palmer Farrington's insight:

Too often it is easy to jump the gun and push out a piece before it is complete and ready for distribution across all digital channels. Making sure it is ready and branding it consistently and having a retargeting program set can make the difference in success.

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The Psychology of Colors in Content Marketing

The Psychology of Colors in Content Marketing | OnMarketing: topics for professional service marketers | Scoop.it

Design plays an important part in content marketing. An interesting looking site is more likely to retain the attention of visitors than something boring or simply average. In turn, sites that rely on content marketing tactics like blogging need to use images to help break up the text and give their readers’ eyes a break.

Jennifer Palmer Farrington's insight:

Thinking about the color you choose when creating action buttons and headers in emails - are they driving readers away or attracting them to click?

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