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SMB Marketing Monitor
Marketing and business news for small to medium sized enterprises
Curated by Marc Lucas
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Why Content Marketing is the New Branding

Why Content Marketing is the New Branding | SMB Marketing Monitor | Scoop.it

"Branding is just another name for creating a perception.


Branding isn’t your company name.


It’s not a tag line. It’s not a logo.


When marketers ask, “How do we want to brand this product?” what they’re really asking is how they want their audience to think about that product once it comes to market.


A brand is a promise. It’s an expectation of an experience."

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Affiliate Marketing: What Marketers Need to Know From 4 Experts

Affiliate Marketing: What Marketers Need to Know From 4 Experts | SMB Marketing Monitor | Scoop.it
Affiliate marketing is about building and maintaining relationships between affiliates, retailers, and networks. Here’s why you should add affiliate marketing to your mix.
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5 Keys To A Successful Holiday Email Strategy

5 Keys To A Successful Holiday Email Strategy | SMB Marketing Monitor | Scoop.it
You may not want to start counting the days until your in-laws arrive, but email marketers know that Black Friday and Cyber Monday are just around the corner. After all, Christmas is just over three months away!
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6 Types of Retargeting Every Marketer Should Know

6 Types of Retargeting Every Marketer Should Know | SMB Marketing Monitor | Scoop.it
When it comes to retargeting, most marketers instantly think of search retargeting. But highly effective marketers explore other types of retargeting. Here are six different types of retargeting to acquire and engage a potential audience.
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Is Facebook Advertising Like Burning Money?

Is Facebook Advertising Like Burning Money? | SMB Marketing Monitor | Scoop.it
Advertising has evolved rapidly over the last century.The Google Display Network is one of the big kids on this global block in the 21st century. In the last few years the new kid on the block has arrived and their name is Facebook.

 

"Digital Advertising has for the past 15 years been dominated by the the ever present display banner ads. Flashing, twirling and in your face ads. It is estimated that several hundred billion of these appear every month on computer screens. The “Google Display Network” is one of the big kids on this global block.


In the last few years the new kid on the block has arrived and their name is “Facebook”.


Facebook advertising started cheaply and low key. In recent times the costs have increased significantly by 40% plus and the number of ads that crowd the page have increased significantly. Facebook is attempting to monetize its 1 billion users.


It now needs to keep its public shareholders happy."

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Stop Publishing Web Pages

"Users have decided they want streams, but most media companies are insisting on publishing more and more pages. And the systems which publish the web are designed to keep making pages, not to make customized streams.

 

It's time to stop publishing web pages."

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25 ways to screw up your brand

25 ways to screw up your brand | SMB Marketing Monitor | Scoop.it

"Here are some common mistakes that can disengage your audience and even send them into your competitors' welcoming arms."

 

"It doesn't matter whether you're a startup or an established firm: Branding matters. When a prospect has to choose between you or your competitor, the one with the better brand wins. So, with that in mind: How's your branding? Are you doing all you can to establish trust and loyalty with customers, or are you making classic mistakes?"

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Brands as Publishers: The Changing Rules of Search & SEO

Brands as Publishers: The Changing Rules of Search & SEO | SMB Marketing Monitor | Scoop.it

"Google Panda and Penguin have changed web marketing and SEO strategies dramatically. Companies that shift from technical search tactics to building content marketing machines will survive the changes and excel in the new content-centric era."

 

"Brands must become publishers! It is a mantra that is heard often, but increasingly it is becoming a reality for marketers.

 

As the search engines continue to evolve their algorithms, the technical SEO tactics of yesterday no longer hold. Instead web marketers must evolve into becoming sophisticated publishing operations.

 

The story of Discover Africa, a travel agency based in South Africa, showcases just how quickly and dramatically web marketers need to change to keep pace in the changing search environment."

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How Search and Online Reputation Management Impacts your Brand

How Search and Online Reputation Management Impacts your Brand | SMB Marketing Monitor | Scoop.it

"Appearing on the first page of a Google search can be the difference between the success or the failure of your business.

 

...

 

For a long time, Search Engine Optimization and Online Reputation Management have been looked upon as two parallel services. Google recently has changed how it performs its search. These updates to the search engine algorithms were titled “Panda” and the most recent changes were called “Penguin“.


So with these changes where does the future of both these services lie?


Let’s breakdown each of the services."

 

Read more at http://www.jeffbullas.com/2012/07/19/how-search-and-online-reputation-management-impacts-your-brand/

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How to Craft a Business Plan That Will Turn Investors' Heads

How to Craft a Business Plan That Will Turn Investors' Heads | SMB Marketing Monitor | Scoop.it

Some soild tips for drawing up an investment seeking business plan:

 

"Have you reached that all-important -- and often frightening -- moment when you realize that your business needs more money to get to the next level? Whether you're attempting to borrow a few thousand bucks from Mom and Dad or you want to ask total strangers to pony up several million, you’d better have your ducks in a row before you ask. In other words, you'd better have a business plan."

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How to Drive Revenue From Retention Email Marketing

How to Drive Revenue From Retention Email Marketing | SMB Marketing Monitor | Scoop.it

"Having an automated email campaign focused on retaining customers should be a key part of your email marketing strategy. This includes emails that are automatically triggered during the retention stage of the customer's lifecycle with the goal to drive more purchases, solicit reviews, build evangelists, and "re-permission" lapsed customers. These campaigns are normally sent to existing customers who have purchased at least once.


The key is to develop targeted automated interactions triggered at key touch points in the retention loop of the customer's lifecycle.


Here are four engaging and revenue-generating email campaigns to target customers at those key stages:"

 

http://www.clickz.com/clickz/column/2184428/how-to-drive-revenue-from-retention-email-marketing

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6 Best Practices for Digital Marketing Agency Reporting | ClickZ

6 Best Practices for Digital Marketing Agency Reporting | ClickZ | SMB Marketing Monitor | Scoop.it

"Reporting digital marketing success as part of a formalized process can be a huge win for both agencies and clients to build productive long-term relationships together. I've seen this in both my current role on the Google Analytics team and the agency side while leading global digital teams.

 

...

 

Digital measurement for marketing and PR agencies drives relevant, engaging campaigns and successful work."

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Google Allows Users to Mute Display Ads

Google Allows Users to Mute Display Ads | SMB Marketing Monitor | Scoop.it

"For customers who no longer want to see a certain display ad, [x] marks the spot. Google has announced a new icon, known as "mute this ad", for many ads appearing on the Google Display Network. To "mute" an ad, users can click on a small [x]."

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Nestle Embeds GPS Trackers In Candy Bars To Hunt Down Eaters

Nestle Embeds GPS Trackers In Candy Bars To Hunt Down Eaters | SMB Marketing Monitor | Scoop.it
Select Kit-Kat bars in the UK will contain GPS devices, which Nestlé will use to find the buyers and give them a cash prize.

 

"Customers buying Kit-Kat bars in the United Kingdom could be unwrapping a 21st-century version of Willy Wonka’s Golden Ticket--a GPS unit the candy-maker will use to find them, apprehend them and give them a prize. Nestlé claims to be the first to market its chocolatey wares with a GPS-based promotion."

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Psychographics Deconstructed: What We Look Like to Facebook Marketers

Psychographics Deconstructed: What We Look Like to Facebook Marketers | SMB Marketing Monitor | Scoop.it

"For those of you who were at this year's MozCon, this post is the punch line to my presentation (download it here). If you did not attend, here’s what happened: I spoke for about an hour about Facebook, YouTube, and LinkedIn targeting. I worked to explain that research using paid social ad creation tools (including FB Ads) matters to organic social (community management) - the same way that the AdWords keyword research tool matters to organic search (SEO). After my talk, something like 800 people in the audience sort of looked up as if to say, “WTF is Marty talking about!?” Thankfully, Rand came out at the end and asked some smart questions that helped clarify. Then, we had a fireside chat."

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Big Data: An Introduction for Search Marketers

Big Data: An Introduction for Search Marketers | SMB Marketing Monitor | Scoop.it
Big data applications systematically address perplexing questions at massive scale – continuously learning, adapting and improving. Early adopters will win big and propel their employers and themselves ahead of their competitors.
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17 Predictions About the Future of Internet Marketing

17 Predictions About the Future of Internet Marketing | SMB Marketing Monitor | Scoop.it

"Winning business strategies often combine proven business models with unproven or trending customer acquisition models.

 

In other words, take your membership training site, affiliate blog, or seminar coaching series, and add a twist by betting on a trend or emerging model to attract customers to your product.

 

To try and help with this type of brainstorming, I’ve listed 17 trends I’m seeing in the “internet marketing” world. Internet marketing (also called “make money online”) is one of the more monied niches online, and as a result it’s also one of the most innovative. Many products in niches like “productivity” or “passion” or “blogging” or “lifestyle design” and countless others are, at the core, internet marketing products as well."

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United Airlines "Loses" 10-Year-Old Girl, Enters Social Media Hell

United Airlines "Loses" 10-Year-Old Girl, Enters Social Media Hell | SMB Marketing Monitor | Scoop.it

"Bob Sutton, a Stanford professor who writes about management and organizations, related on his blog on Monday a tale of appalling customer service. Friends of his had sent their 10-year-old daughter unaccompanied on United to summer camp, assured by the airline that it would take good care of her. Instead, the girl missed her connection in Chicago—apparently because the airline employees who were supposed to help her failed to show up."

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Anyone who says the mobile marketing revolution is coming is wrong. It’s here.

Anyone who says the mobile marketing revolution is coming is wrong. It’s here. | SMB Marketing Monitor | Scoop.it

"eMarketer’s new global mobile ad forecast is $6.43 billion in 2012, rising to staggering $23.6 billion in 2016. Which prompts three questions that every business or brand must answer today ..."

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VeryPink Uses YouTube TrueView In-Search Ads to Reach Knitters for 3 Cents a View

VeryPink Uses YouTube TrueView In-Search Ads to Reach Knitters for 3 Cents a View | SMB Marketing Monitor | Scoop.it

"Learn how one site has used YouTube to share charming instructional videos and cool knitwear patterns with needlecraft enthusiasts around the world and what it can teach small businesses about using online video content to reach out to customers."

 

I'm not into knitting (...yet!) but here are some very useful lessons for making use of YouTube in your communications mix. 

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Why content marketing will make your small business sexy

Why content marketing will make your small business sexy | SMB Marketing Monitor | Scoop.it
If you're all about the numbers, you might be missing the fun part of the marketing revolution.

 

"There’s a monumental shift going on and it’s affecting my little world in a profound way.

 

The world of visual branding solutions is kinda, sorta my bailiwick. I work with a company on their positioning statement, logo, tagline, and a website. You social media pros might call this horse and buggy stuff.

 

But here’s the thing. The type of companies I work with are finally beginning to smell the new media scent wafting into their little realm. I’m even getting inquiries about this supposedly newfangled term: content marketing.

 

So why is a “visual” kind of guy excited about content? Digital online marketing energizes me because I see the endless possibilities and guess what? It all revolves around this soon to be ubiquitous term, content marketing."

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How Dollar Shave Club Got Their Sales Pitch in Front of 5 Million+ People

How Dollar Shave Club Got Their Sales Pitch in Front of 5 Million+ People | SMB Marketing Monitor | Scoop.it
If you can stand out by creating great content and essentially pitch to more than 5 million potential customers with a single online video posted to YouTube, surely that's far more efficient than any other sales activity is likely to be.
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8 B2B Tips for Using Social Forums

8 B2B Tips for Using Social Forums | SMB Marketing Monitor | Scoop.it
Q&A social media sites for B2B marketing. Discover how to use question based social forums to generate qualified leads and drive sales.

 

"How should business-to-business (B2B) marketers best use question-based social forums?

 

For business-to-business companies in particular, LinkedIn Groups, Quora and HighTable are just three examples of forums where marketers can demonstrate their knowledge.

 

In this article I’ll cover how B2B marketers can best approach these sites and provide eight recommendations for generating qualified leads and driving sales."

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Why Facebook Ad Haters Are Wrong – Here’s How Marketers Can Do Better

Why Facebook Ad Haters Are Wrong – Here’s How Marketers Can Do Better | SMB Marketing Monitor | Scoop.it

"A BBC report claims Facebook ads are a waste of money for marketers, while other reports take a major Facebook advertiser out of context in another swipe at the social network.

 

How did BBC get it so wrong and what does this mean to marketers?"

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Six ideas to make visual marketing work for you

Six ideas to make visual marketing work for you | SMB Marketing Monitor | Scoop.it

"Whether it’s Facebook, Pinterest or Instagram, people love showing and sharing images online. And it’s not only the “normal” crowd. In the tech and marketing world, it’s infographics and cartoon-based marketing campaigns that get spread just as fanatically.

 

But please don’t dismiss this as a fad. This is WAY deeper than that. Social networks like Pinterest may rise or fade, but visual storytelling has been with us for thousands of years and will continue to evolve."

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