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Building Audience Trust In Digital Marketing

Building Audience Trust In Digital Marketing | Social Media Content | Scoop.it
Trust is one of the most foundational components of digital marketing and brand content. How do you build trust with your target audience? Be consistent and
Robert Caruso's insight:
Trust is one of the most foundational components within relationships and there is really no difference when it comes to digital marketing and brand content. If you don’t trust a person or a brand, your relationship with them will take on predictable patterns that impact how you engage or not. Increased trust with a person or brand will often lead you to interact, engage and consume content that the brand produces more frequently. A lack of trust for a brand or person will clearly drive a divide between them and you, causing you to often ignore their content.
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Vagabond Lifestyles's curator insight, March 30, 9:00 AM
 Key ingredient to build your brand.
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B2B Digital Marketing Becoming Just Like B2C Marketing

B2B Digital Marketing Becoming Just Like B2C Marketing | Social Media Content | Scoop.it
B2B digital marketing is in a period of transition that is becoming something very similar to B2C. B2B brands are being forced to deliver B2C like experiences
Robert Caruso's insight:
It’s true that there are some substantial differences between business to business customers and retail consumer traits, but the line between how each customer type pursues purchases is getting more blurred. The customer journey of B2B buyers and the traditional retail consumer is converging, requiring B2B brands to modify how they approach their digital presence and the marketing tactics they use with prospects. Is digital marketing blurring the lines between B2B and B2C marketing?
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Content Becoming Broader B2C Business Strategy

Content Becoming Broader B2C Business Strategy | Social Media Content | Scoop.it
With 86% of B2C brands utilizing content marketing at some level, making the commitment to content marketing as a broader business approach is crucial today.
Robert Caruso's insight:
There was once a time that I actually said that “if you are a small local mom and pop retail business, you don’t need a blog or a sophisticated content marketing program”. I furthered that with statements like, “If you are doing an exceptional job on social media, you don’t need a blog.” Years later, nothing could be further from the truth and the data will prove to you that B2C content marketing is required.
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A Bad Experience Can Hurt Your Small Business

A Bad Experience Can Hurt Your Small Business | Social Media Content | Scoop.it
Before you think that your brand isn't in an industry that needs to be concerned with bad customer experience, think again. A bad customer experience is costly
Robert Caruso's insight:
Let’s face it, it’s becoming increasingly difficult to get a new customer into your store or on your website. With the continual changes to digital marketing, user habits and increased consumer expectations, brands certainly have their hands full. But when you add a bad customer experience to these already surmounting obstacles, your business could be shooting itself in the foot.
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Is Your Email Marketing List Big Enough?

Is Your Email Marketing List Big Enough? | Social Media Content | Scoop.it
Email marketing is known to be among the most important marketing channels online, but do you have enough email subscribers to ensure your email is working
Robert Caruso's insight:
Email marketing has been and continues to be one of the top digital marketing channels for most industries and for many reasons. Not only has email been around longer than social media, paid media and video marketing channels, it is one of the most used and accepted digital marketing channels by consumers and business people alike. Since email marketing is permission based, your target audience has given you permission to communicate with them, and that allows you to market in a way that is direct and intentional. But do you have enough email subscribers to ensure your email marketing is working?
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The Role Of Research In Marketing

The Role Of Research In Marketing | Social Media Content | Scoop.it
Is research important in marketing? The role of research in marketing is to answer questions, validate what you think you know and uncover what you don't know.
Robert Caruso's insight:
What if I told you that we spend between 1 and 4 hours of research for every piece of content we write for a client? What if you knew that we also spend between 25 and 80 hours of marketing research for new clients before we even develop their integrated digital marketing strategy, design a single graphic, write a line of code for their website or even begin writing content for their web pages?
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Why Content Marketing Is Important For B2B ‘s

Why Content Marketing Is Important For B2B ‘s | Social Media Content | Scoop.it
Why is B2B content marketing so important to brands today? A huge percentage of B2B brands are using content marketing effectively, while maturing with it
Robert Caruso's insight:
With such a high percentage of B2B startups, enterprise and mid market brands looking to content marketing as an important component within their digital marketing mix, it has to be a demonstrative focus within your brand as well. Out executing your competition, while breaking through the digital noise is not something that is easily done. It requires experience, resources and expertise that understands the marketing, the customer you’re trying to reach and the ability to deliver high value content that your customer will consume and share.
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Small Business Cyber Attacks – Big Threat

Small Business Cyber Attacks – Big Threat | Social Media Content | Scoop.it
Remember back to the early nineties when the internet was largely something you logged into to check your personal email? Many big brands, let alone small
Robert Caruso's insight:
Remember back to the early nineties when the internet was largely something you logged into to check your personal email? Many big brands, let alone small businesses had little or no website presence, social media wasn’t even a thing and financial institutions wouldn’t even consider connecting their infrastructure to such a scary thing. Well those days are gone. Now the internet is not only a significant part of a small business, it has become the underpinning of everything civilization is and does internationally.
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A Small Business Guide To Instagram

A Small Business Guide To Instagram | Social Media Content | Scoop.it
Instagram is an important small business social media application and one of the largest social networks in the U.S. Here's a small business guide to Instagram
Robert Caruso's insight:
Based on the facts, Instagram is one of the largest social media applications in the United States today and it is an incredible platform to add to your total digital marketing plan. Be aware that like any digital marketing channel, Instagram will require a lot of effort to get off the ground, let alone additional time to create great content that works. But, Instagram small business marketing is an essential component for you local small business marketing.
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Where Your Customers Come From

Where Your Customers Come From | Social Media Content | Scoop.it
Do you know where your customers come from? Many small business owners have a gut answer, but few have actually tracked and know where their customers come from
Robert Caruso's insight:
Though tracking and measuring where your customers come from is a crucial first step for any small business, there needs to be more. ROI or return on investment should become the mantra and focus of every small business owner. Being able to make intelligent and educated business and marketing decisions based on facts puts your business well on the path of sales and revenue growth.
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Competitive Advantages Of Small Business

Competitive Advantages Of Small Business | Social Media Content | Scoop.it
Small business has many competitive advantages over large national brands. Understanding the competitive advantages small business have enable you to compete
Robert Caruso's insight:
There are many distinct advantages that a small business has over its larger competitors. Rather than trying to compete against big brands with what they do extremely well, look to develop these and other advantages to create value and attraction like never before. As you begin to use these advantages and start seeing them resonate with your customers and prospects, refine the message behind what makes you unique and incorporate it into all of your multi-channel digital marketing tactics to expand your customer base.
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When To Start Christmas Marketing

When To Start Christmas Marketing | Social Media Content | Scoop.it
When should you start your small business Christmas marketing? If you haven't already begun to plan your holiday marketing, you're at a huge disadvantage
Robert Caruso's insight:
When should your start your small business Christmas marketing? There is no question that if you haven’t already begun to plan and execute for the holiday shopping season, you are at a distinct disadvantage. Planning is key here and the earlier you get started, the more successful your Christmas marketing will be for your local small business.
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What Is Integrated Marketing For Small Business?

What Is Integrated Marketing For Small Business? | Social Media Content | Scoop.it
For many local small businesses, integrated digital marketing, social media and search marketing are becoming more and more challenging and complicated. When
Robert Caruso's insight:
What Is Integrated Digital Marketing? Integrated digital marketing is the discipline of using multiple online marketing platforms and tactics at the same time, as a part of an overall strategy that leverages each component together with all the others to improve the net results. Integrated digital marketing is bringing everything together with a common message, purpose and strategy.
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Brand Content Marketing Should Include Executives

Brand Content Marketing Should Include Executives | Social Media Content | Scoop.it
Since brands are now using content marketing as a normal, legitimate and consistent part of their digital marketing components, thought leadership from the
Robert Caruso's insight:
Since brands are now using content marketing as a normal, legitimate and consistent part of their digital marketing components, thought leadership from the executive level is becoming an area that needs focus. From the CEO down, organizations are beginning to recognize that getting key executives involved in the content marketing portion of the brand marketing has multiple benefits.
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Retailers Need To Focus On Experiences Not Products

Retailers Need To Focus On Experiences Not Products | Social Media Content | Scoop.it
Retailers should be focusing on experiences over materialism for customers. Consumers want to experience things that improve their lives and increase happiness
Robert Caruso's insight:
For many years we have seen a decline in the materialism of old and a progression toward something quite different. Many Americans and others around the world are placing a much bigger emphasis on experiences over things. Several studies have supported the result of happiness achieved through experiences versus acquiring products, and this can have an impact on retailers that aren’t paying attention to this trend. Should retailers be focusing on introducing experiences within marketing? If so, how can they do that, while still selling products?
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What Content Is The Most Effective?

What Content Is The Most Effective? | Social Media Content | Scoop.it
Not all content is created equally or equally effective. Here are the most effective content types and the most difficult content to create. Creating content is
Robert Caruso's insight:
Not all content is created equally, nor are all types of content equally effective. Many B2B brands are spending a substantial amount of time and resources creating content that may not get the best results. In fact, some B2B brands seem to be chasing a lot of shiny objects within their digital marketing efforts and ignoring the facts about content marketing effectiveness.
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Digital Marketing Results, Not Quantity Metrics

Digital Marketing Results, Not Quantity Metrics | Social Media Content | Scoop.it
Quality digital marketing metrics gives you actionable data to improve your digital marketing results. Quantity marketing metrics is easy, but doesn't help
Robert Caruso's insight:
Digital marketing is complex and will only continue to increase in complexity. Brands and marketers need to focus on improving their marketing functions by measuring their marketing results and how it directly impacts important business outcomes. Quality marketing metrics will give you the actionable information you need to improve your digital marketing activity and also justify your budget and resource requirements to management. Prove your marketing efforts drive improved business outcomes and leadership will see what you do as profit focused and no longer as an expense!
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Good Content Is Creating Meaningful Content

Good Content Is Creating Meaningful Content | Social Media Content | Scoop.it
What is good content? People say that meaningful content is good content. 84% expect brands to create content, yet 60% of the content brands create is poor.
Robert Caruso's insight:
The adjective: meaningful can often be subjective from one person or another. The secret to understanding what is meaningful to your audience is taking the time and investing in the resources to actually find out. The definition of good content or meaningful content is to have a serious, significant, relevant and useful quality or purpose for your target audience. Make their lives richer with more sincere and important topics that affect them personally, while staying clear of superfluous and inconsequential information that leaves them cold and disconnected.
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Marketing Experiences As Disruption

Marketing Experiences As Disruption | Social Media Content | Scoop.it
Using experiences as disruption through product and service innovation is key to startups and new entrants within a market. But marketing experiences is also
Robert Caruso's insight:
Marketing experiences are an actual thing in and of itself. Marketing experiences are consciously designed and created content, funnels and messaging that result in an intended feeling or experience. In the marketing sense, experiences are about creating content that take your customer from an initial discovery of your brand or product, all the way through multiple types of carefully created content. Each component of the experience is designed to touch on emotional connections that address needs, wants and challenges that your customer has.
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Consumer Expectations Of Small Business

Consumer Expectations Of Small Business | Social Media Content | Scoop.it
What do consumers expect from local businesses online and what do they want from a small business? We addresses these questions for small business owners
Robert Caruso's insight:
Imagine if the 28 million small local businesses in the United States had a crystal ball that could tell them exactly what consumers want from a local business. What if you could be a fly on the wall as consumers were asked about their expectations of small businesses like yours? Though there is no real crystal ball for these questions, there is plenty of reliable data that address these topics for local business owners like you.
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Why Small Business Marketing Is Tough

Why Small Business Marketing Is Tough | Social Media Content | Scoop.it
One thing our local small business clients tell us frequently is that doing their own digital marketing is difficult. If you are a small business reading this
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Small business marketing is challenging because it involves considerable knowledge and experience across several different disciplines!
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Why Effective Content Marketing Is Expensive

Why Effective Content Marketing Is Expensive | Social Media Content | Scoop.it
Content marketing is expensive when done effectively, however it also gets results. Time, research & strategy needed in effective content creation is expensive.
Robert Caruso's insight:
Yes, content marketing is expensive when done effectively, however when it is done effectively it also gets results! Content creation and content marketing that does not have a foundation of content quality and marketing integration is far less expensive but rarely gets real results.
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How Customer Experience Affects B2B Revenue

How Customer Experience Affects B2B Revenue | Social Media Content | Scoop.it
B2B brands that excel at customer experience realize a higher revenue growth rate. Customer experience has a direct impact on revenue for B2B companies
Robert Caruso's insight:
Customer experience is a key business component that B2B startup, SaaS and manufacturer brands often overlook. Though customer experience (or CX) can often have an indirect impact on revenue, a more direct line to initial sales and those of the future can and should be directly connected. The experience that customers have when dealing with your B2B brand from their original exposure, through your messaging and value proposition has the ability to affect revenue.
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B2B Marketing Is All About Lead Generation

B2B Marketing Is All About Lead Generation | Social Media Content | Scoop.it
Today's business to business marketing world finds itself facing increased challenges from competition. Many B2B marketers are placing their B2B marketing
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Today’s business to business marketing world finds itself facing increased challenges from competition. Many B2B marketers are placing their B2B marketing budget squarely on the lead generation funnel with technologies, tactics and talent that increase website traffic, conversations and more lead volume. However, not all B2B marketing is the same and how business to business brands are using it differs widely.
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Should Marketing Budgets Increase For B2B ‘s?

Should Marketing Budgets Increase For B2B ‘s? | Social Media Content | Scoop.it
B2B brands are increasing their marketing budgets from 6% increase over last 12 months to over 7% increase for the next, B2B marketing budgets are increasing
Robert Caruso's insight:
Similar to consumer brands, B2B marketers are facing challenges in an increasingly congested marketing environment. As digital marketing continues to transform and evolve, the number of platforms, digital elements and medium requirements are scaling and B2B brands are trying to keep up. At the same time business to business brands are faced with the additional burden of increased noise and competition for eyeballs online, making planning, strategy and ultimately marketing budgets are real concern.
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