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5 Ways To Localize Your Inbound Marketing

5 Ways To Localize Your Inbound Marketing | Social-Business-Marketing |

When you create the right inbound marketing machine for your company, prospects are naturally drawn towards your content as they look for information around a topic relevant to a product you may be selling.

This is why inbound marketing is such a great strategy for companies who are just entering a new market. It helps you build relationships with potential prospects, start to generate traffic for your local site and lets you know what content the market is interested in.  


There are 5 key areas you need to consider when planning out your local inbound marketing strategy.

1. Local Search: 

It’s imperative that your company appears for relevant searches in the regional search engines your targeting. 78% of users conduct product research online so getting your local search strategy right will be key to capturing users in those early stages of information gathering. You will need to consider the structure of your local websites, will you choose sub domains, sub folders or local top-level domains?

This is covered in more detail in Marketo's eBook - 

The Definitive Guide to International Market Entry and Expansion.

What will work best for your business?

Once you have decided on structure, you will need to build a local keyword map for your sites and enlist the help of local SEO agency to help build local links.

2. Regional Buyer Personas: 

Buyer personas allow you create a fictional representation of your customers and really help drive your content strategy. If you are expanding into new regional markets, then it’s likely you have already established buyer persona’s for your core country.

3. Content Strategy: 

Your content will be the fuel that drives your local inbound marketing strategy. B2B as an industry produce a lot of content as part of their marketing strategy. The type of content produced is across a variety of assets

Make sure you have a local content strategy aimed at your prospects and customers in those regions.

4. Influencer Marketing: 

Influencer marketing should be part of any inbound marketing strategy you adopt. When entering new markets it’s important to look for regional experts who you can start to engage with. 

Look for opportunities to include them in your eBooks, videos, interviews and webinars.

5. Social Networks: 

You will also need to give some consideration as to how you are going to set up your social profiles.

If you’d like to learn more about how to manage international expansion, download the full ebook: The Definitive Guide to International Market Entry and Expansion. [PDF]


By Kieran Flanagan


maxOz's comment, August 1, 2012 1:30 AM
John thank you for being such a tremendous supporter and sharer.
xxx Michele
maxOz's comment, August 1, 2012 2:12 AM
Mithu Thank YOU for sharing x Michele
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This Inexpensive Marketing Plan Can Lead to More Traffic, More Leads and Higher Customer

This Inexpensive Marketing Plan Can Lead to More Traffic, More Leads and Higher Customer | Social-Business-Marketing |

Are you up against competition that has deep pockets and can outspend you in traditional advertising methods? Click here to find out how you can bring traffic and leads for next to nothing...

Traditional outbound marketing can end up being a poor investment. You have to rely on channels like cold-calling, paid branding and print advertising.

All of those channels can get really expensive really fast.

Inbound marketing, on other hand, will help you capture attention, generate leads, convert customers and keep those customers…all at a lower cost to you than your competition.

Let’s look at a few steps to get you there.

Step #1 – Ignore Sales And Focus On Marketing

It’s much better to create a marketing strategy that feeds that team qualified, warm leads…instead of cold, and possibly dead leads.

Instead, focus your efforts on building a marketing team with excellent marketing skills.

For example:

  • Hire brilliant marketers –
  • Focus on tightly targeted markets 
  • Close qualified leads 

It comes down to the answer of these three questions:

    • Do they have the authority to buy?
    • Do they have the budget to buy?
    • When do they plan on buying?

A Leads (ready to buy in 3 months or less), some B leads (is ready to buy in three to twelve months). C leads marketing can keep.


Step #2. Focus On Multiple Inbound Channels

The key behind an effective inbound marketing strategy is to create and deliver valuable content.

Here is a template to use for your inbound marketing strategy:

  • Blog – Your team should focus on publishing quality content two to five times a week. Quality means search-engine friendly, highly-researched and compelling.
  • Engage in comment marketing – Someone on your team should focus on visiting sites within your industry to interact with bloggers and readers in the comment section. 
  •  Publish guest blog posts – Guest blogging is one of the fastest ways to grow your subscriber base.
  • Produce online video – Video can help improve your search rankings, raise the amount of time people stay on your page and even boost conversion rates on your landings pages.
  • Interact in the social bookmarking world – While this isn’t one of the most popular ways to generate leads, it is definitely one you shouldn’t ignore.
  • Establish authority on Q+A sites – Quora has really established itself as a place for professional exchange of ideas.
  • Design brilliant Infographics –, is a one-stop shop for Infographic creation, has this inbound marketing technique nailed.
  • Build a social media audience on the big four – Focus your audience-building efforts on Facebook, LinkedIn, Twitter and Google+.

If your target audience is on Pinterest or Tumblr, then use those sites as well. Keep in mind—don’t spread yourself too thin. Pick two or three that you can maximize your exposure.

  • Implement a solid startup SEO plan – If you run a startup, then you are in an excellent position to take advantage of everything that SEO has to offer.

All of the efforts behind a good inbound marketing plan won’t cost you a dime except for the sweat equity you invest. This means you can compete with bigger competition that is better funded.

For each of the inbound marketing efforts above you’ll want to break them down into steps.


Step #3. Dominate LinkedIn Groups

While the big three social media sites get all the attention, LinkedIn is quietly becoming a powerhouse. With over 150 million users, you have a lot of opportunity to generate some serious attention.

The specific strategy I want to focus on is with Groups. Contribute and engage with LinkedIn Groups with this quick 5-step strategy and you’ll generate some high-quality leads.

  • Find the best Group to join – LinkedIn has lots of groups that are divided into categories. Find three to five small groups that most accurately represent your target demographic.
  • Target popular discussions – You’ll waste your time if you simply try to join every discussion. Instead, search for the most popular discussions—these will have the most visibility.
  • Start a new discussion – Before you start your own discussion, make sure you spend some time in other discussions. Get a feel for the culture of the group and find out what is important to them.
  • Follow up – It’s not easy keeping track of discussions, so you’ll have to be proactively visit your groups and monitor the discussions—especially the ones you started.
  • Start a Group – This is a perfect way to establish your authority. But you have to be strategic here. Make this group center on your brand and how your message is different than the competition. Brands That Defy Gravity is a great example of a group that stands out in a crowded market.

Step #4. Never Attend A Trade Show Again

Trade shows can be very expensive.

There is a more effective—and cheaper—way to leverage the power of trade shows.

Here’s what you could do also:

  • Blog about the main points of each speaker –
  • Summarize the conference 

Inbound marketing is truly a gift to startups who are strapped for cash. Depending upon how big your team is, you will all probably end up working like a slave to get it all done…but it will be worth the effort.


By Neil Patel


maxOz's comment, July 27, 2012 7:46 AM
Alessio My pleasure!!! xxx
maxOz's comment, July 27, 2012 7:00 PM
As Always Marty, Input great, with appreciation xxx
maxOz's comment, August 1, 2012 2:27 AM
Mithu Thank YOU!
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Is Your Social Media Campaign On Track?

Is Your Social Media Campaign On Track? | Social-Business-Marketing |

Return On Digital have put all their hints and tips into an Infographic.

Covering how to interact and increase brand engagement within the three main social platforms, FacebookTwitter and LinkedIn, in order to create a starting point for those who may be new to this arena.

Social Media Executive, Tim states: “Social is still really new in the grand scheme of things, and is evolving all the time. We know from experience what techniques are more likely to work for SMEs and which ones could be harmful to their brand image. With more than 900 million users on Facebook, approximately 360 million users on Twitter, and at least 161 million LinkedIn accounts, these growing networks can be targeted for business leads and sales with the correct strategy.

However, without an effective strategy and an understanding of their customer’s online behaviour, it could be a waste of valuable business hours.”

This fun Infographic is a quick and easy to use guide to ensure businesses ‘stay on track’ in social media.


By Hannah Atkinson


maxOz's comment, August 1, 2012 2:28 AM
Mithu, with Appreciation!
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Creating An Integrated Marketing Campaign

Creating An Integrated Marketing Campaign | Social-Business-Marketing |

Creating An Integrated Marketing Campaign

When creating  an integrated marketing campaign we use both online and offline elements.

Be sure you start by identifying your customers needs, what kind of solution[s] do you have and how are you different than your competitors?

Use your social platform, your e-marketing, online but also print.

This Infographic for an Integrated Marketing Campaign from SeoCustomer may just give you some ideas.

By Henrik Sandberg --


maxOz's comment, July 20, 2012 2:55 AM
Alessio thank you for your feedback, hope all is good cheers xxx Michele
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How To Determine Facebook And Twitter ROI + #Infographic

How To Determine Facebook And Twitter ROI + #Infographic | Social-Business-Marketing |

How do marketers determine social media ROI?  

This a question asked by many CEO’s and business owners that challenges marketers to deliver value from social media and make a return on their investment. 

So it’s no surprise that 77% of CEO’s think that marketers don’t really talk about what matters; sales.

This Infographic by  InventHelp has some of the latest polls and interesting mini-case studies that show support for social media ROI.  


By Tom Crawshaw --


maxOz's comment, July 9, 2012 5:48 AM
Alessio,Thank you so much, hope your weekend went well xxx
maxOz's comment, July 12, 2012 9:46 PM
Carla and Luis, Thank you so much for sharing xxx
maxOz's comment, July 17, 2012 7:16 PM
Mithu thank you!!!
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B2B Marketing In Australia - Outlook

B2B Marketing In Australia - Outlook | Social-Business-Marketing |

In the midst of its own revolution, B2B marketing faces sweeping changes and an uncertain future.

It’s 2012 and B2B marketing teams are expected to deliver more from less in an increasingly time and resource-poor environment.

And the forces of digital, measurability, data, process re-engineering, changes in buyer behaviour and cut-through are all impacting, just as they are in B2C.

In fact, it is a pivotal time for B2B marketing, according to recent research exploring intentions and directions.

The ‘B2B Marketing Outlook Australia 2012’ Report [conducted by Green Hat in conjunction with the Australian Direct Marketing Association (ADMA) and the Australian Marketing Institute (AMI)],reveals the differences and similarities of B2B, and the unique challenges the discipline faces.

The digital revolution is one of these challenges. Like consumers, businesses are inundated with information and marketing messages. Fragmentation is common to both, with business clients splintering across different sources of information, of which there are many in the online world. Like the consumer, the business client is becoming smarter also, doing their own research online, resulting in exposure to marketing influences later in the purchase cycle than before.

B2B buyers are engaging in self-educating behaviour, which is forcing marketers to adapt from outbound, or push, marketing techniques, such as print advertising or direct mail, to inbound, or pull, techniques, like websites or blogging.

“Businesses must adapt to get found online and to subsequently engage and nurture those buyers who find you.” [Chris Fell, managing director of B2B marketing agency g2m Solutions] 

Opinions are mixed over whether the digital revolution has had as big an impact on the B2B world as it has on B2C, with some pointing to mobile marketing, video and social media as tactics still to be utilised to their full potential and others highlighting the unique ways in which digital has changed buyer behaviour and the marketing process. What is certain is that the B2B discipline is undergoing a revolution of its own.

Buyer behaviour has changed, processes are being re-engineered and the search for the holy grail of measurement is ongoing. While analysis of B2B marketing cannot escape comparisons with B2C, these only make the unique challenges of B2B all the more clear and point to the fact that it is also a discipline undergoing a transformation.

The ‘B2B Marketing Outlook Australia 2012′ Report, download here 


maxOz's comment, July 6, 2012 6:37 AM
Alessio Hope you have a wonderful weekend and Thank you for all your support xxx
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5 Psychological Studies On Pricing That You Absolutely MUST Read

5 Psychological Studies On Pricing That You Absolutely MUST Read | Social-Business-Marketing |

As marketers and business owners, you will most likely come to deal with the process of pricing your products or services.

Many businesses struggle with this process because although they understand their customer’s needs, they aren’t experienced with what to charge people for their work.

Gregory Ciotti analyzed some recent research studies that dive into pricing of products and services in the hope that you might better understand how to price your own goods.


1. Comparative Pricing: Not Always Optimal

One of the first techniques that many marketers attempt in forming a new pricing strategy is to directly compare their price with that of a competitor.

New research from a Stanford marketing study has shown that asking consumers to directly compare prices may have unintended effects.

Itamar Simonson found comparative pricing isn’t always favorable because “it can change the behavior of consumers in very fundamental ways.”

Consumers may decide not to buy at all or to minimize what they perceive as a heightened risk instead of following the advice that the marketer had in mind.

This study analyzes the effect of implicit and explicit comparisons to arrive to this conclusion.

Implicit comparisons occur when a customer takes the initiative to compare two or more products.

Conversely, explicit comparisons are those that are specifically stated or brought up by the marketer or advertiser.

“Marketers need to be aware that comparative selling, although it can be very powerful, is not without its risks.”

Think about that the next time you directly compare your offering to your competitors.

Instead, you might better benefit from highlighting unique strengths and placing an emphasis on time saved over money saved…


2. Selling Time Over Money

 New research which advocates the benefits of “selling time” over money, may be a perfect choice. “Because a person’s experience with a product tends to foster feelings of personal connection with it, referring to time typically leads to more favorable attitudes—and to more purchases.”

Marketers need to start being aware of the meaning that their products bring to the lives of their customers before they start focusing their marketing efforts.

This Study also notes that the one exception seems to be any products consumers might buy for prestige value.

“With such ‘prestige’ purchases, consumers feel that possessing the products reflect important aspects of themselves, and get more satisfaction from merely owning the product rather than spending time with it,” says  Cassie Mogilner.

Factor these considerations of the important of time next time you go about pricing your product, and you’ll see that catering to consumer’s most precious resource, their time, can be more persuasive than even the most drastic of price reductions.


3. Effect of “Useless” Price Points

 The differences between your pricing points are going to greatly affect your customer’s perceived value of your product (and how they convince themselves of what to buy).

In this Video - Dan Ariely-Pricing the Economist describes the pricing situation encountered over on The Economist.

With appropriate pricing in place, you can offer customers options that fit their budget, while at the same time influencing “on the fence” customers that your more premium offerings give enough benefit that their extra price is justified.


4. The Power of Number 9

We’ve all heard of the reasons why it’s used (to make the price look lower), but does it really work? Are people really going to be effected by a $99 price point versus paying $100?

As it turns out, this tactic does indeed work, and has been dubbed the use of “charm prices.”

given even a less expensive option, it seems that the power of 9 still takes hold; remember that when setting pricing of your own.


5. The Price Perception: Context Matters

A  case study from Robert Cialdini’s ‘Influence’, he discusses how a local jeweler managed to sell out of turquoise jewelry because it was accidentally priced at double its initial price, instead of half (which is the price she had intended). “Essentially, they became ‘value seekers’ instead of ‘bargain hunters’” which are the kind of customers you really want.”
Even if you don’t intend to make a large sales volume from premium items, their presence alone can help the anchoring effect take hold and increase conversions on the product you are really aiming to sell en masse.

Gregory Ciotti


maxOz's comment, July 17, 2012 7:19 PM
Mithu Thank YOU!!!
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Social Media In Australia 2012 | #Infographic

Social Media In Australia 2012 | #Infographic | Social-Business-Marketing |

State of Social Media in Australia in 2012 - Interesting Facts and Figures -

A compelling case for business in Australia to embrace Social Media

By Alpha Digital -


maxOz's comment, June 22, 2012 6:47 AM
Alessio my pleasure to one of my favorite scoopers, Have a wonderful weekend xxx M
maxOz's comment, June 25, 2012 5:48 AM
Thank You Mithu for your shares and superb support.
Hope you had a nice weekend xxx Michele
maxOz's comment, June 25, 2012 5:49 AM
Gladys thank you so much for your support and sharing, hope you had a great weekend xxx Michele
Suggested by Charles Verhoeff!

History Of Social Marketing

History Of Social Marketing | Social-Business-Marketing |

Social Marketing is defined as getting your name or company products known and talked about by others.

Before the Internet – there were only three REAL mediums for Marketing - TV, PRINT and RADIO – how simple was that?


Some Google Engineers wrote a very eye opening report about the “ZMOT” or (The Zero Moment Of Truth - ) – What this basically means is that there is a whole new “research” step added to the buying cycle – where people will no longer (or rarely) just buy items off the TV – most people will actually research items on the Internet BEFORE THEY BUY. Thus your website must cater to the Zero Moment Of Truth and look good to consumers. (Also called Reputation Management)


Every Business has to go through a change every five years or so – or at least notice how the public and the field have changed. If you have not taken the Internet into consideration, be ready to be blown away by your competition… The future Internet Hurricane could make the past look like a cool breeze.

So how does one take the steps necessary to grow in these different times: easy – “Exponential GROWTH” – by focusing on every channel.


It works like this: If you take each sliver above and grew you business in each one by 10% – i.e. grew your Facebook leads by 10% – grew your Twitter leads by 10% and grew each of the other sources here by 10% you would have exponential growth – we are talking about 10-20-30% on up


By Charles Verhoeff -


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Online Marketing 101: In The Beginning, There Was Google #Infographic

Online Marketing 101: In The Beginning, There Was Google #Infographic | Social-Business-Marketing |

Buried in online marketing day in, day out, we often forget that there are *gasp* people who don’t know search, marketing, or the intricacies of content development. We know, we know; it’s hard to believe, isn’t it?

In the beginning of all this, there was Google. Oh, sure, the Internet came about first, but did you really care (for the most part) until the Big Daddy search engine came along?

By Gabriella Sannino -


maxOz's comment, July 17, 2012 7:22 PM
Mithu Thank You xxx
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Multitasking - Myth or Fact?

Multitasking - Myth or Fact? | Social-Business-Marketing |

Multitasking is a useful and extremely powerful skill for monitoring multiple sources of information in our information-saturated lives for e.g. datamining, following an unfolding event, co-ordinating a group of people, or simply just looking for inspiration or entertainment. The act of multitasking is like scanning. However, it isn't the same as giving a complex idea your complete attention - or allowing yourself to engage and connect deeply with the place you are in, the task, and the people you are sharing it with.  


This Infographic from The Good Coach - - takes some data provided by the University of California and Microsoft and lays it out. It reveals is that introverted people are more likely to solve problems than extroverts. An extroverted person doesn’t stay with the problem until it is actually solved, but instead they often give up on finding a solution for it and move onto something else.

What’s further interesting is the fact that this research shows that it takes the human brain 15-20 minutes to recover from an interruption while you work.


These tips enable you to multitask better are quite basic.

The research shows that introverted people are better suited to multitask, not that they will create great things just because of it. Extroverted people might have a harder time multitasking, but they make up for it by making sure they are ahead of the game by interacting with people who help them do things.

In order to multitask, all you really need to do is to introduce yourself to a couple of main outputs of information and tap into them. Sift through what is important and process it together. That way you will always teach yourself to become a better multitasker.


By Yvonne Thackray


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How B2B Marketers Are Scoring Big With Social Media #Infographic

How B2B Marketers Are Scoring Big With Social Media #Infographic | Social-Business-Marketing |

The results of Social Media Examiner's fourth annual Social Media Marketing Industry Report - [pdf] are in.

The survey asked more than 3,800 marketers where they focus their social media activities, how much time they invest and what the rewards are for doing so.

The results show that B2B marketing professionals are indeed achieving tremendous results with social media marketing, and in many cases, beating out their B2C counterparts.

Marketo - - partnered with ColumnFive - - and created an Infographic to display the key findings in the report including; what social networks marketers will focus on in the future, the top benefits of social media marketing, the most used social media tools and more.

By Jason Miller 


John van den Brink's comment, June 6, 2012 9:42 AM
Thank you Michele for another great post!
maxOz's comment, June 6, 2012 10:03 AM
John my pleasure, xxx
maxOz's comment, June 10, 2012 7:22 AM
Alessio, Thank You, Hope you are having a nice weekend xxx
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The Growing Importance Of Social Business #SocBiz [Study]

The Growing Importance Of Social Business #SocBiz [Study] | Social-Business-Marketing |

"This social business study reveals the importance of Social Business initiatives by front line managers and organizational leadership."

A recent Study, by MIT Sloan Management Review in collaboration with Deloitte, “Social Business: What Are Companies Really Doing?” highlights the growing importance of social business initiatives:


The majority (52%) believe that social business is important or somewhat important to their business operations. Roughly 86% of managers believe social business will be important or somewhat important in the next three years.

Additionally, social business is viewed most often as a tool for external-facing activities.

Here are further insights:

  • Sales and customer services are most responsible for driving social business adoption
  • On average, respondents say that the most important use of social business software is for managing customer relationships
  • The second most important use of social software is to innovate for competitive differentiation

It’s clear, from The Report - - that Social Business enables much more than just Marketing.


The Study concludes with several case studies, where the outcome of social business affected innovation, operations and leadership. The graphic illustrates how social business can enable much more than how a brand communicates on the social web.

“Social Business isn’t just a buzzword.  It is real life and it can help solve real life business problems.”



By Michael Brito -

maxOz's comment, June 4, 2012 9:10 AM
Alessio Thank YOU, xxx [Be well]
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44% Of Australian Social Media Users Happy To See Ads

44% Of Australian Social Media Users Happy To See Ads | Social-Business-Marketing |

Australian ranks fourth worldwide in social media penetration – behind only the US, Canada and South Korea.  A total of 9.8 million Australians (44% of the total population) are predicted to be on social media in 2012, according to an eMarketer estimate.  Businesses are rapidly moving to engage consumers in this space, and many social media users are welcoming their presence.

The Australian Interactive Media Industry Association (AIMIA) and Yellow Pages released the “Yellow Social Media Report” in June 2012, revealing that larger businesses in Australia were most likely to have a social media presence (79%) vs. only 34% of medium-sized businesses, and 27% of small businesses.

Facebook was the most popular social network among businesses with a presence on social media. Twitter was also popular, particularly among large businesses, with 71% reporting a presence.

These numbers are particularly interesting in comparison to the Fortune Global 100; among those large companies, Twitter and YouTube were more popular social platforms than Facebook.

Facebook also dominates for Australian consumers, with 97% of social media users accessing the social network.  However, LinkedIn use has nearly doubled, growing from 9% to 16% in the past year, and Twitter use increased at a similar rate, from 8% to 14% in the past year.

How do social media users feel about businesses advertising on social media? Nearly half (48%) “never really notice ads” on social networking sites.  An impressive 44% are “quite happy” to see ads on social networking sites. Nearly 3 in 10 (29%) sometimes click on ads on social networking sites, while 26% are “turned off” by brands that use advertising on social networks.

Only 16% of social media users use social networks for researching products; but out of those who did research a product on social networks, 40% led to a purchase (either online or off-line).

Australian social media users engaging with businesses are most interested in:

  • discounts (64%)
  • giveaways (54%)
  • product information (48%)
  • tips and advice (41%)
  • coupons (41%)

 And businesses are taking note: discounts and giveaways were the most popular incentives offered. Nearly three-quarters (73%) of small businesses offered discounts to their followers, while large businesses preferred using giveaways (48%) over discounts (29%).

The Yellow Social Media Report surveyed 1016 Australian consumers and 1951 Australian businesses to see how social media channels are used.


By Marissa McNaughton


Yellow Social Media Report [PDF]

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"Single-Minded Proposition"

"Single-Minded Proposition" | Social-Business-Marketing |
At the heart of a great marketing story is usually a single-minded proposition, or SMP.

The SMP sums up the most important thing you can say about the brand or product. It ignites creative briefs and serves as a rally cry for marketing communication.

Most single-minded propositions resemble a peace treaty more than a rally cry however. Marketers cram in every benefit that fits, leading to 80-word run-on sentences. Often the SMP is political, with different members of the brand team lobbying for different features.

The easiest solution is just to tack them together with commas, semicolons, and “ands”.

Succinctly put by Tom Fishburne "The longer the SMP, the weaker the ideas that will result."

The more we have to say in marketing, the less that people will listen.
Deciding what not to communicate is more important than what to communicate.
Great marketing starts with great editing.

By Tom Fishburne 

maxOz's comment, August 1, 2012 2:28 AM
Mithu Thanks!!!
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SOSTAC® Marketing Plans #Infographic

SOSTAC® Marketing Plans #Infographic | Social-Business-Marketing |

Applying SOSTAC® Planning to Digital Marketing

SOSTAC® is a planning model, originally developed by PR Smith in the 1990s to help marketers develop marketing plans.

SOSTAC® has rapidly grown in popularity because its simplicity and crystal clear logic make planning a lot easier.

This Infographic, developed by Dave Chaffey, Paul [PR] Smith and First 10, summarises the key issues to consider at each stage when developing digital marketing plans.

By Dave Chaffey 


John van den Brink's comment, July 20, 2012 3:28 PM
Thank you Michele for your great posts....
maxOz's comment, July 20, 2012 10:34 PM
John Always my pleasure. Thank You! How have you been? Enjoy the Weekend, xxx
Elvira Bolat Elvira Bolat's curator insight, September 1, 2014 7:35 AM


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A Unique Selling Proposition [USP] – The Cornerstone Of Your Marketing

A Unique Selling Proposition [USP] – The Cornerstone Of Your Marketing | Social-Business-Marketing |

A Prerequisite For Your Business

One of the primary factors, for effective sales, is your company’s unique selling proposition [USP].

The USP is that unique position that sets you apart in the minds of both your prospective and existing customers

This is core to why somebody chooses to make a purchase from you.

Ultimately, the USP should encapsulate the sum total of what a prospect experiences as you do business with them. If it doesn’t reflect their experience, it is unlikely that you will see them again.

Why do we need to do this?

•Establish yourself as an expert in your chosen field. It establishes your expertise, authority and value.

•Build a solid reputation within your industry.

•Increase your notoriety and improve your perceived value in the marketplace.

•It sets you apart from your competitors.

•It reflects your core values, personality, talent and skill set.

•It increases your credibility, especially if you can harness the power of the media.

• It creates a success spiral that can boost your health, wealth and career.

How do we do this?

We need to know who we are and what our strengths and weaknesses are.

•Your values



•Leadership style

The unique selling proposition is born out of the answer to these two basic questions:

#1. Why do or should customers buy from you?

#2. If they have chosen not to buy from you, why should they do so in the future?

A prospect needs to have a reason in their mind to choose you. If they don’t, your company’s position with that customer or prospect can be taken by company that CAN give them a reason that matters to them.

A company’s USP is typically defined by what makes it most competitive and unique.

It is the factor or factors that set it apart from companies like it.

Companies should be providing those things that their competition doesn’t, in a way that is valuable to the B2B sales prospect.

These unique additional value will continue to rest on the mind of the customer to bring them back to you.

Companies can create this unique value in four basic ways:

#1. Price
Although difficult to maintain, one way to maximize the USP is to become the lowest price leader in your class. Companies like Wal-Mart have mastered the practice, but it is evident that there are not many firms like that. This is one area to tread cautiously, before deciding that a price advantage can be maintained.

#2. Differentiation
This advantage is created by companies that consistently do something better or different than the competition. It is important to note here again that the differentiation factor must truly matter to the customer

#3. Niche
This is a focus on a particular subset of the market that other companies choose not enter due to its degree of difficulty to maintain

#4. Value
This is the ability of your company to provide a higher level of quality and service to your customers

Defining your unique selling proposition can be a powerful element of company’s profitability.
Here are some defining characteristics of USP’s that work:

1. It answers the question, why should people do business with your company and not its competitors.

2. It is brief. Experts believe that a USP should be less than 100 words long.

3. It is specific in areas of quality, service, selection and guarantee

4. It cannot and does not double as a mission statement

5. It fills a competitive void in the marketplace

6. It matters to prospects and customers

7. It is easy to execute at high levels of excellence

When you develop a USP it becomes the cornerstone of your marketing

It is foundational and should come before any marketing / sales strategies because it starts and ends in a prospective customer’s mind.

Savvy sales professionals can then catapult their sales effectiveness, by working from that foundation to build and maintain customer relationships.

By Koka Sexton --


maxOz's comment, July 17, 2012 7:16 PM
Mithu thanks for sharing xxx
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Living A Recommendable Life

Living A Recommendable Life | Social-Business-Marketing |

Brian Solis shares with us these simple, yet incredibly powerful insights and offers five key lessons:

"If you follow this insight, you will never go astray personally. You will become one of the best and most sought after marketers around.

If you follow this insight, you will have a roadmap for your life. You’ll save thousands of dollars in therapy. You’ll have a clear sense of purpose.

If you follow this insight, you’ll be able to develop precise and impactful marketing strategies. You’ll shape brands. And guide organizations."

Today, you must think of yourself as a brand – a brand worthy of a passionate recommendation by your friends, family, and co-workers.

What’s most compelling is that the proven foundations and principles of driving recommendations for brands are almost identical to those that shape personal recommendations.


Number 1: Develop a clear and purposeful story of how you want people to talk about and recommend both you and your brands

➢  Question: How do you want to be talked about and recommended – as a person, a son or daughter, a parent, grandchild, friend, partner, spouse, employee, child of G-d, business leader – whatever the case?

➢ Same thing applies to any brands you are marketing.

Buyers have a staggering amount of choices.

Why would someone recommend your product or service over another?

Number 2: Live Your Brand

➢ If you want to be recommended as a thoughtful and caring friend – make sure you are always a thoughtful and caring friend.

➢ If you want your brand to be recommended for having the most advanced features and design – make sure your energy and focus goes into owning that role and not ceding it to competitors.

Number 3: Be Human, Transparent and Live Up to Mistakes Quickly

➢ Yes. We need to live our brands. But we are human beings. And our brands and organizations are run by human beings. So, we and our brands will occasionally veer off course and make mistakes.

- In this era of social media, consumer journalism and always on news, years of thoughtfully lived lives or well managed brands can be undone in astonishingly short order

- Own it when you or your brand goofs up. Fix what you can and ask forgiveness when needed.

Number 4: Stay engaging and interesting

➢ Ever been cornered by the party bore? They drone on about themselves. Don’t ask you any questions. And seem oblivious to anyone’s needs or interests beyond their own.

➢ Marketing success used to be defined by how well we could interrupt consumers and compel them to give us their attention. Success today, on the other hand, is based on how well we engage our audiences before, during and after the sale.

➢ This doesn’t happen by accident. We often talk to brands about following the 90/10 rule. Spend 90% of your time on your social channels listening, paying attention and engaging with your consumers on their terms. And 10% of the time talking about yourself. Not a bad approach for life either.

Number 5: Regularly evaluate and evolve – but stay true to your core

➢ People and brands must always evolve. Lives and markets change.

- Take time to be introspective and ensure that you are living the life – and being recommended – in the ways that you want to be. It’s good – actually it’s essential – To evolve, change and grow. Same thing for the brands we represent.

- But don’t let these changes happen by accident or get forced into them. Then it’s often too late. Take ownership of your life and your brands.

By Brian Soils --


maxOz's comment, July 17, 2012 7:17 PM
Mithu you are most welcome xxx
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Crafting A Killer Investor Pitch #Infographic

Crafting A Killer Investor Pitch #Infographic | Social-Business-Marketing |

This Infographic clearly outlines the pillars of a great startup pitch, while also outlining six steps towards crafting that successful pitch.

Along with this graphic, check out Robin Wauters’ one-sentence startup pitch outline.

Emphasis on the importance of having a concise, value-driven message, and Wauters’ one-sentence outline is the perfect way to suss it out.

If you’re still itching for more resources on writing a perfect pitch, check out some additional tips on Mashable and ReadWriteWeb.


By Michal Ugor --


maxOz's comment, June 29, 2012 6:04 AM
Alessio Thank You! xxx
maxOz's comment, July 17, 2012 7:18 PM
Mithu thanks cheers Michele
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Conversation Index

Conversation Index | Social-Business-Marketing |

Signal Strength: Consumers Reveal What Matters Most

Each quarter, The Conversation Index turns millions of consumer conversations into a strong data signal.

The Conversation Index takes 12.7 million first-person consumer conversations on brand sites, and digs deep to reveal what consumers are talking about – and what it means for companies.

  • Boomers vs. Millennials: Who’s happiest worldwide? Overall sentiment, by generation, varies by product        category and country.
  • The sentiment graph helps uncover – and predict – consumer behavior. The sentiment graph takes a deeper look into social data to get to the core of what consumers value most.
  • Trending use of specific language reveals consumer interest. In consumer-packaged goods, mentions        of “healthy,” “allergies,” and “organic” correlate to consumer sentiment and overall trends – even for these        lower-consideration products.
  • New releases impact sentiment for previous versions. When a new version of a product comes out,        sentiment for the previous version decreases. This creates a unique opportunity for brands to re-market earlier versions and further differentiate the new one – so all versions win.


 Infographic created by Column Five with Bazaar Voice

Download The Sudy: The-Conversation-Index-Vol.4- Consumers Are-Telling-You What-Matters-Most-Consumer-Language-Reveals-Sentiment – Beyond-The-Social-And-Interest-Graph -



maxOz's comment, June 25, 2012 5:50 PM
Alessio Thank You xxx
maxOz's comment, July 17, 2012 7:21 PM
Mithu, it's my pleasure & thank you for sharing
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Maximum Revenue: What Can RPM Do For You? #Infographic

Maximum Revenue: What Can RPM Do For You? #Infographic | Social-Business-Marketing |

More than 400 companies participated in The Marketo Benchmark on Revenue Performance Management - [PDF] Survey to learn how top performers were maximizing revenue coming directly from their marketing initiatives. The Survey examined revenue performance maturity and performance metrics for each company across three categories: growing number and quality of leads and opportunities, improving sales effectiveness, and optimizing sales and marketing ROI.


Marketo’s previous RPM Infographic answered the question, “What is Revenue Performance Management?”. The following Infographic shows real world RPM results and highlights key findings from our global study. More importantly, it answers the one question that should be on every business leader’s mind; what can RPM do for you?


By Jason Miller -


maxOz's comment, June 22, 2012 6:43 AM
My Pleasure Alessio, have a wonderful weekend xxx
maxOz's comment, July 17, 2012 7:21 PM
Mithu Thanks for sharing xxx
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The 6 Types Of Social Media User #Infographic

The 6 Types Of Social Media User #Infographic | Social-Business-Marketing |

Using segmentation to make your social media marketing relevant


Aimia, a Canadian company who specialise in loyalty management, have created a segmentation model that analyses the behavioral drivers of trust and control to identify six social media persona types – these are no shows, newcomers, onlookers, cliquers, mix-n-minglers and sparks.

It’s the behaviour angle which makes this worth a proper look.


“Today’s approach to social media measurement – racing to rack up the most ‘likes,’ retweets, followers and recommendations – is the wrong approach.

Marketers must define success not by social media activity, but rather by customer value and engagement,” Doug Rozen, Aimia senior VP, lead author of The Report- Staring-At-The-Sun-Identifying-Understanding-And-Influencing-Social-Media-Users - [PDF]


Naturally, Aimia argues that there’s single social media channel can deliver a complete picture of customer behaviour, specific social media personas are identifiable which, if engaged directly, can reap benefits for brands.

These are:

  • No Shows (41% of the US population, inevitably higher in the UK) – these are people least involved with social media, if at all; they also infrequently engage in online commerce.
  • Newcomers (15%) – passive users of a single social media network such as Facebook, primarily to enhance relationships that they have offline
  • Onlookers (16%) – are active only in the sense that watch others via social channels on a regular basis, but share almost no personal information
  • Cliquers (6%) – active users of one network; they tend to be influential among their small group of friends and family
  • Mix-n-Minglers (19%) – those who regularly share and interact with a diverse group of connections via social media
  • Sparks (3%) – most active and deeply engaged users of social media; will serve as enthusiastic online ambassadors for their favorite brands


“Marketers often struggle to understand the true motivations and purchase intent behind customers’ social media activity. Proper segmentation allows marketers to appropriately identify, understand and influence customers through social channels.” Doug Rozen, Aimia senior VP


It’s interesting to see that the top 3 personas, over 28% of the market who’d matter, are older than you might think. Equally the most ferocious users who are typically younger represent a mere 3% of the total audience. Note how propensity to buy online, not just engage, also scales the heavier the user is.

The key thing – and this cannot be stressed enough – plan to market to real people where tools like this can help. It’s not about the channel, tactic or social network in the first instance.


By Danyl Bosomworth -


maxOz's comment, July 17, 2012 7:22 PM
Mithu thanks xxx
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How To Enjoy Radical Commitment Through Four Simple Steps

How To Enjoy Radical Commitment Through Four Simple Steps | Social-Business-Marketing |

Commitment, now there’s a word filled with trouble.

For so many the idea of commitment, while generally seen as a good thing, also contains elements of sacrifice, hard work, repetition, and even pain. I believe that commitment, most especially the kind that I’ve come to call radical commitment, is all about joy and happiness.


We all possess clarity, we’ve simply lost it because we’ve stopped listening to our hearts.

1) Commitment comes from clarity

It’s really a lack of clarity that robs us from embracing the things that look and feel like art to us, not a lack of commitment. People commit to doing things every day that don’t lead to happiness. It’s a lack of clarity about what deserve out total commitment that pushes us to commit to “sort of jobs and businesses”, “sort of marriages” and “sort of addictions.”

2) Total clarity comes from seeking purpose and listening to what fear and doubt and resistance is here to tell us.

When you begin to open up to exploring the things that cause you doubt, you start to understand that fear and resistance are good things. They are often markers on the path to the things that you’re meant to overcome and pursue if you’re to have any chance of unlocking your true potential and true purpose.

3) Purpose grows from discovering and using your Superpower

Purpose is another one of those funny concepts. I don’t think you go out and find it, I think it finds you because you’re paying attention and looking for it. I think it finds you because you’re spending time each day practicing and understanding your most potent ability – your superpower.

4) Radical Commitment then comes from putting on your superpower cape, jumping off the garage and accounting not for the fact that you fell but for distance you flew.

When your world view becomes the measurement of how far your sense of clarity and purpose and wonder have brought you from where you’ve been, and not the measure of how much you lack in getting to where you think you should be or where you see others going, you’ll finally enjoy the peace, joy and happiness of radical commitment.


In this view, there is no ideal place, there is no single achievement, there is no made it – there’s only commitment to moving in the direction of those things that allow you to practice your art.


By John Jantsch -


No comment yet.
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Social Media, Inbound Marketing & Mobile - 6 B2B Marketing #Infographics

Social Media, Inbound Marketing & Mobile - 6 B2B Marketing #Infographics | Social-Business-Marketing |

The B2B marketing landscape continues to evolve. Social media, inbound marketing, mobile marketing, and globalization all are becoming more prevalent in the B2B marketing mix. Here is a look at six new B2B marketing Infographics, visualizing various aspects of the challenges and opportunities B2B marketers face.



I have chosen here the Infographic: Marketing in Social Media: What Works for European Marketers by - Neolane - - which takes a look at key performance indicators, budgeting, and key cross-channel functionality.


So how different is social media marketing for the European marketer?


By Derek Edmond -


Katia Frolova's comment, June 12, 2012 7:18 AM
This one is really great! Thank you!
maxOz's comment, June 12, 2012 7:32 AM
Katia, so pleased that you enjoyed, thanks for your comments x Michele
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Take Your Marketing Measurement To The Next Level

Take Your Marketing Measurement To The Next Level | Social-Business-Marketing |

Modern Marketers have the ability, and the obligation - to track and tie activities to bottom-line business results.

This post by Laurel Miltner and slideshow explain why, and how.

Driven by three change catalysts; a) change velocity, b) selective consumption and c) success factors—we can no longer hide behind soft "data" like impressions, ad equivalency, or big-hit campaigns. Nor should we rely solely on outputs—such as number of emails / mailers sent, number of blog posts published or frequency of social status updates—to showcase our worth.

It's time for marketers to hold themselves accountable for having a true impact on business success, and tie all activities to metrics that matter.

The following may vary by organization, but we're talking about data and results, such as:

  • Website traffic
  • Conversion rate
  • Leads
  • Sales
  • Customer referrals
  • Venture funding

The slideshow, "Using Data to Understand, Prove and Increase Marketing ROI" - , provides a deeper overview of the marketing-measurement shift, including:

  • The need for change in marketing measurement
  • How to make the move
  • Sample tactics that drive results
  • What you need to make it happen


By Laurel Miltner 

maxOz's comment, June 6, 2012 4:31 AM
Alessio My Pleasure, hope you are having a good week xxx